Seven’s prime-time offering Dogs Behaving (Very) Badly gets just 484,000 viewers

Seven’s prime-time 7:30pm offering of Dogs Behaving (Very) Badly had 484,000 metro viewers last night, placing well behind The Block on Nine (847,000), Australian Survivor on Ten (808,000), and 7.30 on the ABC (495,000).

The second episode of The Proposal, which followed Dogs Behaving (Very) Badly, had 307,000 metro viewers, the same number as tuned in for episode one.

Seven’s Tuesday night programming included Dogs Behaving (Very) Badly

On at the same time was the ABC’s Old People’s Home For Four Year Olds, which had more than double The Proposal’s viewership – 628,000.

Nine’s Seachange had 520,000, while NCIS over on Ten had 190,000 for one episode, and 204,000 for another.

Most popular in the key advertising demographics, however were Australian Survivor and The Block. Australian Survivor topped the 16 to 39s (with 269,000 to The Block’s 218,000), the 18 to 49s (426,000 to 377,000), and the 25 to 54s (456,000 to 420,000).

This helped Ten win the 16 to 39 demographic, with a primary channel share of 21.0%, just ahead of Nine’s 20.8%. Seven had 13.8% of the 16 to 39s, while the ABC had 10.0%, and SBS 2.6%.

The Nine Network however, edged ahead in 16 to 39s, thanks largely to multi-channel Go’s 5.1% share. Nine Network had a 29.8% share of those aged 16 to 39, ahead of Network Ten’s 27.9%, Seven Network’s 21.7%, ABC Network’s 15.5%, and SBS Network’s 5.1%.

Nine’s primary channel and network also won the 25 to 54 demographic. Nine had a primary channel share of 20.9% in the 25 to 54s, while Ten had 18.2%, and Seven had 14.9%, ahead of the ABC’s 9.0%, and SBS’ 2.9%.

On a network basis in the 25 to 54s, Nine had 30.1%, beating Ten (25.2%), Seven (24.3%), ABC (13.8%), and SBS (6.6%).

Seven’s new CEO James Warburton has recently conceded to Mumbrella the network skews too old and needs to refresh its programming to attract the younger demographics.

“I’ve been very open about the fact that we have ageing warhorses in a couple of formats. And that we have skewed too old in some areas, so that is our focus,” he told Mumbrella.

Warburton wants Seven to attract younger viewers

“You don’t want to alienate the core viewers that you have and skew the network too young either, but really, what it’s about is actually reconnecting with creative ideas that the public comes to expect from Seven.”

And despite the poor performance of Dogs Behaving (Very) Badly compared to the alternative offerings on the ABC, Ten and Nine last night, yesterday, Seven announced another dog-based reality program – Pooch Perfect, to be fronted by comedian Rebel Wilson.

Overall last night, however, Seven did have a win, with Seven News topping the ratings ladder with 966,000 metro viewers, to Nine News’ 877,000. Seven News was more popular in Adelaide and Perth, while Nine News actually won in Sydney, Melbourne and Brisbane. The city with the starkest difference is Perth, where the first half hour of Seven News attracted 203,000, compared to Nine’s 82,000.

The metro success of Seven News, however, wasn’t enough to get Seven across the line, with Nine winning the night with a total people share of 20.6%, ahead of Seven’s 16.3%, Ten’s 13.5%, ABC’s 13.4%, and SBS’ 4.9%.

The rankings were the same for the networks, including multi-channels, with Nine Network winning the night (29.2%), ahead of Seven (25.0%), Ten (19.6%), ABC (18.2%), and SBS (8.0%).


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