Ten’s Sunday night share falls to 7.7% as Pilot Week kicks off

Ten’s Pilot Week experiment is yet to pay ratings dividends, with the first night of one-off programs leaving the main channel with a 7.7% share, behind ABC’s 13.5% and just ahead of SBS’ 6.0%. Seven’s multi-channel 7mate was not far behind Ten on 7.3%.

Ten’s first pilot program, Skit Happens, screened at 8:00pm and had a metro audience of 350,000, despite a strong lead in from Russell Coight’s All Aussie Adventures, which had 629,000. ABC’s Grand Designs (which ran from 7:40pm to 8:30pm) had 573,000.

Ten says Pilot Week is about more than just ratings

Skit Happens was well out-rated by The Block on Nine, which also topped the ratings ladder and the key advertising demographics of 16-39, 18-49 and 25-54. The Block had 1.119m metro viewers, according to OzTAM’s preliminary overnight metro ratings.

Little Big Shots over on Seven had 883,000.

In the later time slot, Nine was also the victor, with 60 Minutes’ 621,000 beating rival Sunday Night on Seven (567,000).

Neither commercial network, however, could beat the premiere of season five of Rake on the ABC, which had 715,000.

Ten’s other pilot program, Sam Dastyari’s Disgrace at 8:30pm, had 229,000. Shooter on 7mate at 8:40pm had 212,000.

7mate beat Ten in Adelaide and Perth.

Thanks to its news and current affairs offering, as well as the strong performance of The Block, Nine won the night with a main channel share of 21.9%, ahead of Seven’s 19.3%.

With 7mate and other multi-channels added to the mix, however, Seven Network won with 32.5%, ahead of Nine Network’s 30.1%.

ABC had a main channel share of 13.5% and a network share of 17.3%, ahead of Ten’s 7.7% and 12.5%.

SBS had 6.0% for its main channel and 7.6% for the network.

Last week, Ten said it wasn’t concerned about which demographics watch Pilot Week, and pre-empted that it would not be measuring the success of the programs based solely on OzTAM’s preliminary figures.

“It’s not necessarily how many tweets it has, but how people are responding to it,” chief content officer Beverley McGarvey said.

“If there’s an overwhelmingly positive response, even if it’s a small number, you know you’ve got somewhere to go. And that’s true of shows that are launched as well.”


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