Ten’s The Masked Singer premieres to 1.162m metro viewers
Ten’s gamble on “bonkers” singing competition The Masked Singer seems to have paid off. The show drew a metro audience of 1.162m for its first episode, making it the most-watched program of the night. Its combined audience, including regional viewers on WIN, was 1.561m.
The Masked Singer went up against The Block on Nine (801,000 metro viewers) and the 2019 AFL Brownlow Media Red Carpet Arrivals on Seven (546,000), easily beating both and handing Ten a win in the 7:30pm timeslot.
SPOILER ALERT: Our first ever #MaskedSingerAU was just revealed! Unmasking #OctopusMask in 3…2…1! pic.twitter.com/HRmdSvdYcr
— The Masked Singer Australia (@maskedsinger_au) September 23, 2019
Ten’s chief content officer Beverley McGarvey said it was the biggest result for Ten since I’m A Celebrity Get Me Out Of Here launched in 2015.
“We’re really excited to have launched The Masked Singer last night. The show topped the night as a national conversation kicked off to guess which celebrities were behind the mask. It was our biggest launch since I’m A Celebrity in 2015,” said McGarvey.
“Congratulations and thank you to Jackie [Henderson], Lindsay [Lohan], Dave [Hughes], Dannii [Minogue] and Osher [Gunsberg], the brave celebrities and the amazing team behind the scenes at Warner Bros and Ten who have done a brilliant job in launching the series. The fun continues tonight as an international star is revealed.”
Ten also did well in the later timeslot – Have You Been Paying Attention? drew 823,000 metro viewers. HYBPA? however was unable to top Seven’s coverage of the Brownlows, which drew 880,000 for the ceremony. Nine’s This Time Next Year pulled just 395,000.
The strong night was enough to give Ten a rare win over Nine in both the primary channel audience share and the network share. Ten held 18.2% and 22.7% respectively, while Nine managed 16.8% and 21.9%. But it was Seven’s night overall – it held a 26.7% primary channel share and 34.7% as a network.
Ten’s success carried on into the key advertising demographics of 16-39s, 18-49s and 25-54s. The Masked Singer and Have You Been Paying Attention? topped all three and Ten was the most-watched channel by metro audiences 25-54 (25.4% audience share). Seven took the most-watched crown with metro audiences 16-39 (29.4%).
Seven News was the most-watched for Seven overall (1.03m metro viewers), Nine News topped Nine (941,000) and ABC’s most popular programming was Australian Story (696,000).
7Mate was the most-watched multi-channel with a 4.2% share.
Oh no, that means they’ll think that driving viewers batty by completely oversaturating them with promotional ads during other shows is a successful strategy! The promos for next year’s Survivor will probably start next week…
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Huge numbers for a resurgent 10 and huge effort by the new team there who made it hard to miss across OOH and radio. And my daughters guess for the robot, Cody Simpson. Watching tonight to see if she’s right.
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Will be interesting to see how many viewers they can keep given the
“national conversation” for anyone not 7, was around how truly awful this show is.
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What a terrible, terrible show, what mindless rubbish.
Mind numbing trash….
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I love it. Not because it’s my type of viewing but because I recognize that middle Australia like it and guess what? What’s my audience. Thanks TEN.
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Good to see TEN hitting its stride in H2. Seriously worried about Sevens offering for the remainder of the year.
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