Ten manages 11.5% Pilot Week share as Rove McManus concludes week

The pilot of Rove McManus’ Bring Back Saturday Night pulled 203,000 metro viewers, leaving Ten with an 11.5% main channel share for the week.

Last Sunday Ten launched its new initiative, which featured eight locally-produced shows: Skit Happens, Disgrace, Drunk History, Taboo, Kinne Tonight, Trial By Kyle, Dave, and Bring Back Saturday Night.

On Friday night, Dave had a metro audience of 246,000 while the final show, Bring Back Saturday Night, had 203,000 metro viewers.

According to OzTAM’s overnight figures, the most watched program of the week was Kinne Tonight, with 404,000 metro viewers.

Ten’s average weekly share was down 0.5 points from last week’s 12% to 11.5%. Last week, Ten’s share was boosted by the highly successful launch of its new season of Bachelor Australia and The Bledisloe Cup, which ran in prime time on Saturday.

The week prior to that, Ten’s share was 10.9%.

When Mumbrella spoke to Ten’s chief content officer, Beverley McGarvey, two weeks ago, she said she would not be focused on the OzTAM figures as a measure of Pilot Week’s success.

Today McGarvey told Mumbrella she was “really happy” with the experiment, thanking all those involved.

“We’ve enjoyed bringing new programming ideas to audiences and are thrilled with the overall response through live audience numbers and via social,” she said.

“We’re listening to what people are saying, and are also looking at a range of other measures including time slot and demographic performance to help us decide which programs we’ll be commissioning to a full series. BVOD numbers will also play an important role so we’ll be gathering these over the next week. Stay tuned.”

Ten’s 11.5% share was behind Nine’s main channel winning share of 19.7% and Seven’s 18.4%. ABC’s main channel share was 12.6% while SBS had a total free to air share of 5.2%.

From a network perspective, Ten’s share was boosted to 17.1%, but was behind the ABC. Seven won the week from a network perspective, with 29.1% of total audience while Nine Network’s share was 27.9%. ABC had a network share of 18.2% beating both Ten and SBS’ 7.7%.

Among the advertising demographics, the 16-39s, Grocery Shopper and Child, and 25-54s, Nine won the week, with shares of 23.2%, 20.2% and 21.3% respectively. By comparison Seven’s shares were 16.6%, 17.7% and 16.9%.

Network Ten, which focuses its offering on the 25-54 segment, finished with a 16% share.

The most popular program of the week was the Sunday episode of The Block, which had an average metro audience of 1.128m. The Block’s Monday, Tuesday and Wednesday episodes also featured in the top 10.

Seven News was the most watched current affairs program of the week, with its Sunday bulletin pulling in 1.076m. Its most watched entertainment program was Little Big Shots, which had an audience of 883,000.

Seven’s new show Dance Boss was not among the top 20 shows of the week. Dance Boss will air a three-hour combined semi-final and grand final tomorrow night.

This week the show averaged 447,000 metro viewers on Monday and 397,000 on Tuesday.

Ten’s most watched show for the week was The Bachelor Australia, which had an audience of 809,000 on Thursday evening.

The tables and graphs below are provided by Nine and sourced from OzTAM data. They only include information on the commercial free-to-air networks Nine, Seven and Ten, and exclude SBS and ABC.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.