Ten gets audience boost after axing schedule to air Robin Williams movie Mrs Doubtfire
Ten’s decision to replace Jamie Oliver with Mrs Doubtfire gave the network a ratings boost last night as 891,000 metro viewers tuned in to watch the late Robin Williams in one of his most popular roles.
The audience for the 1993 comedy was double that achieved by Oliver’s Save with Jamie in its first two outings and was the eighth most watched show of the evening, according to the OzTam overnight metro ratings.
It helped massively boost Ten’s overall share with 17.8 per cent – up from 10.5 per cent last Tuesday – edging ahead of Seven with 17.7 per cent. Nine won the night with 19 per cent, with ABC on 10.3 per cent and SBS five per cent.
https://www.youtube.com/watch?v=X0l2T7iF0Ro
The strong showing for the Williams’ tribute, which won the 16-39 demographic, hit The Block Glasshouse which aired in the same 7.30pm time slot on Nine and drew 1.091m viewers, down from 1.13m last Tuesday. But The Block remained the most watched non-news show of the night and topped the 18-49 and 25-54 demographics, with Seven’s Home and Away second with 903,000.
The debut of Seven’s self-improvement makeover show, Bringing Sexy Back fronted by Sunrise host Samantha Armytage which faced off against Mrs Doubtfire and The Block, attracted 654,000 at 7.30pm.
Nine’s JFK Airport documentary To Catch a Smuggler, which aired immediately after The Block, drew only 532,000, while Winners and Losers also dropped to 725,000 at 8.45pm.
Meanwhile, half a million Ten viewers tuned out after the Robin Williams tribute movie with only 353,000 bothering to watch US drama Under the Dome which aired at the later time of 10.07pm.
The 6pm news bulletin on Nine was the most watched show with 1.192m metro viewers, ahead of Seven news with 1.096m. The 6.30pm slots fell to 1.050m and 1.012 m respectively.
Over on ABC, the news pulled in 781,000.
Top 20 shows
1 NINE NEWS Network 9 – 1,192,000
2 SEVEN NEWS Network 7 – 1,096,000
3 THE BLOCK GLASSHOUSE -TUE Network 9 – 1,091,000
4 NINE NEWS 6:30 Network 9 – 1,050,000
5 SEVEN NEWS / TODAY TONIGHT Network 7 – 1,012,000
6 A CURRENT AFFAIR Network 9 – 951,000
7 HOME AND AWAY Network 7 – 903,000
8 MRS. DOUBTFIRE RPT Network TEN – 891,000
9 ABC NEWS-EV Network ABC1 – 781,000
10 THE PROJECT 7PM Network TEN – 772,000
11 WINNERS & LOSERS Network 7 – 725,000
12 TEN EYEWITNESS NEWS Network TEN – 655,000
13 BRINGING SEXY BACK Network 7 – 654,000
14 FAMILY FEUD Network TEN – 623,000
15 HOT SEAT Network 9 – 615,000
16 7.30-EV Network ABC1 – 609,000
17 THE PROJECT 6.30PM Network TEN – 605,000
18 MILLION DOLLAR MINUTE Network 7 – 567,000
19 TO CATCH A SMUGGLER Network 9 – 532,000
20 FOREIGN CORRESPONDENT-EV Network ABC1 – 518,000
Audience Share
Network 9 19.0%
Network TEN 17.8%
Network 7 17.7%
Network ABC1 10.3%
Network Gem 6.1%
Network SBS ONE 5.0%
Network 7TWO 4.7%
Network GO! 4.6%
Network 7mate 3.4%
Network ONE 3.3%
Network ABC2 3.0%
Network ELEVEN 2.9%
Network ABC News 24 1.0%
Network ABC3 0.7%
Network SBS 2 0.6%
Network NITV 0.1%
Total network share:
Network 9 TTL 29.7%
Network 7 TTL 25.8%
Network TEN TTL 23.9%
Network ABC TTL 15.0%
Network SBS TTL 5.6%
Data copyright of OzTAM Pty Limited 2014. The Data may not be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without the prior written consent of OzTAM.
Maybe this should be Ten’s new strategy? Ditch the current lineup completely and just play classic films from the 80s and 90s.
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Such a good movie – thanks Ten.
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Great movie and very sad news (obviously).. but it feels a little wrong to attempt to gain from this situation. I’m sure their intentions were completely honourable though.. *cough*
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Jez @Band Wagon – they scheduled it that day. Bookings and scheduling were already done. Learn a bit before you blog!
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Yeah 10! Let’s all profit from a dead person. Wait for the announcement of a Robin Williams Movie Week coming soon!
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@ Viewer. Stupid and inappropriate comment. Ten should be lauded for the tribute to Williams (plus it’s an incredible film.) Doc Neeson died last month and radio stations were rightly playing Angels songs as a tribute – are they “profiting from a dead person”? What juvenile, petty nonsense.
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Awesome, thanks channel 10. Keep it up! So nice to finally have a diversion from the utter garbage on the other channels.
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hey @Viewer — I would watch the Robin Williams movie marathon… at least it’s in tribute of him!
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If they were sincere they would play it without ads.
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Mike, that’s just ridiculous. I don’t know where to start.
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Very Bitchy today guys…
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@DTM been working at Ten long? Ten gains audience because they scheduled it that day. That has nothing to do with schedules and bookings already in place. They didn’t run the movie to benefit their advertisers (although no doubt ads got viewed more than they would have otherwise), just to get a spike in audience for the night as this article indicates. You can’t tell me someone at Ten didn’t say – “Let’s run this movie… everyone will watch it..”
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Why the hate towards Ten scheduling a Robin Williams movie? Do any of you muppets realise that the internet was abuzz with robin williams stories and yes they were surrounded with ads, newspapers ran stories – again surrounded by ads
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@Bandwagon – sorry mate work in radio all privately owned. “So what” they own the license agreement for the movie and ran with it. You’ve obviously got a massive chip on your shoulder and know little about the industry.
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