Ten post new record low as The Block trumps My Kitchen Rules
Channel Ten has delivered its lowest audience share since OzTam ratings started taking just 5.9 per cent of the audience share last night, just beating its digital channel One which had a 5 per cent share and was the top multichannel of the evening.
The channel had posted its lowest ever Sunday night with a 6.2 per cent share last week, with its previous lowest ratings a 6 per cent share on Friday, January 31. Ten rated lower than One in Melbourne (5.5 per cent to 5.8 per cent), and was lower than Nine’s digital station Go (5.1 per cent) in Adelaide, pulling a 5 per cent audience share there, the same as Gem.
Meanwhile Nine’s The Block: Fans v Faves once again trumped Seven’s My Kitchen Rules at 6.30pm, with the judges delivering their verdict on the final rooms giving the show a total metro audience of 1.732 million while MKR saw 1.570million viewers tune in, with 1.185 million staying for Sunday Night, which featured a segment on celebrity chef and Woolworths ambassador Jamie Oliver, according to the OzTam overnight rankings.
Nine won the night with a total audience share of 27.5 per cent, while Seven had a share of 26.5 per cent.
What chance does the rest of the weeks schedule have, when a pittance of viewers watch peak on a Sunday and hence are not exposed to promo’s for other shows. 10 hardly can afford to use other media to buy those eyeballs. History will show that 10’s demise to outrageously low ratings now is also linked to their loss of the AFL rights In the southern states particularly. Place a promo in a telecast watched by 500,000 people in Melbourne and guess what you got drag affect. The $ of that deal was to spent on new initiatives in programming to maintain 10’s competitive position in ratings overall. Well they spent it on some wonderful failures that now place them as un buyable.
Such a shame 10 is almost obsolete in the ratings war. However, I’m still dumbfounded that people are still giving up to 50% of their FTA TV budget to 10…
I was wondering this the other day.
Mum and Dad were at home and Mum cooked dinner (meat and three veg (boiled so they become grey)). None of that horrible “migrant food”. Neither Mum nor Dad like that.
Anyhow – I was saying to Dad that I thought the Bolt Report should be doing better. After all the majority of tru blue aussies think Uncle Tony is tops. So I was assuming I was missing something. Becuase after all he is the sickest journalist in the country.
Anyhow – Dad gave me the stare that he only gives Uncle Gerard or Uncle Piers when they get all ranty and embarrasing. “The worse Ten does the cheaper it is for Uncle Rupert”, dad muttered as he looked down on me.
Mum and Dad then shared one of those knowing glances. Kind of like when I asked them about the sex thing…….
That’s a problem for 7 and 9 sales teams to overcome as no way can they justify 50 share on any campaign, in any demographic. Lazy agencies and as a client, if mine put up 10 for 50 share then it would not get approved. I don’t want cheap cost per tarps, I want my spots to be seen by as many people as the budget allows and for top shows on 7 and 9 happy to pay a fair price for quality product rating big numbers.
Goodbye
I’m sad about Puberty Blues – it was a great Aus series last year that seems to have degenerated into a script where most scenes are just about sex. It won’t last another season at this rate. I wonder if it’s a middle management committee making those decisions or a Lach/Hamish americanisation/underestimation?
Ten’s woes are impacted by an apparently inability to understand changing viewing habits. They’re not alone and seem to have been hit harder than most.
The changing habits means loyalty is no longer ‘locked in’ every week. Now a day people will be undertaking other activities on occasions which means a rating period hits numbers hard when ppl aren;t locked in.
In Ten’s constant merry go round of programming, they do not allow a show to build a larger following, instead shuffling the decks hoping for a home run. They do not have the shows for that home run, but they do have a loyal following potential if they’re willing to back a few shows in for longer than they do now. At a 5 share, there’s no reason why they can’t allow some shows to run longer – it isn’t going to get much worse
You need the footy…
10 missed out. Kim Williams got beheaded for it. The results speak for themselves…
Ten need to shed the fat and get back to being smart at being No3. Most advertisers buy on a cost per thousand, so a thousand people on Ten is as good as a thousand people on Nine or Seven. Trouble is when you are trying to be Nine or Seven without the firepower your management and staff don’t know which way is up.
@wisehead you have a number of contradictions in your argument there – the auditors would have a field day with you
I simply responded to the gentleman who said 10 are still getting a 50 share of business. My comment was well 7 and 9 sales teams pull your socks up and stop agencies buying lazy with 50 share to 10. They don’t deserve it full stop. As a client who approves all schedules I would NOT BUY 10 at 50% of a campaign budget. I don’t play the cheap CPT game I don’t need to. I am saying I want numbers as big as possible and those shows are on 7 and 9 and indeed I can buy Foxtel channels with better 000’s than 10. 226,000 people for a prime time show I can buy sunrise and today show at off peak rates and get middle 300,000 audience. And for the record I am regularly audited both internally and externally.
Channel 10s news and general promotion of itself and its shows are 99 times less cheesy than that of 7 or 9, The Project is my favourite news source. Channel 7 makes me cringe whenever I stumble upon it, I simply cannot subject myself to one more Today Tonight instalment either… and if I have to hear that overly dramatic channel 7 voice over guy one more time I’ll scream.
Kernil – did I justify my existence with an explanation that satisfies you?. Don’t fret I have 2 sets of auditors and they 100% endorse what I am doing in the interest of the brand.