The Big Bang Theory of audience fragmentation

Yesterday, we passed another audience fragmentation milestone.

Nine’s digital channel Go had three shows in the OzTam top 30 most watched of the day – a couple of episodes of Big Bang Theory and a Top Gear repeat.

It helped the channel achieve a 6% share.  

Big Bang Theory’s 430,000 at 7.30pm did better than The Simpsons 383,000 on Ten’s main channel at 6pm.

SBS’s biggest show of the night – Dateline – was 34th for the night with 237,000.

And just as significantly, while Seven easily won the battle for primary share, the strong performance of Nine’s Go, almost brought the two networks back to parity for overall share.

The big nights for digital TV are starting to become the norm rather than the exception.

First there was the big election night when viewers went looking for a non political alternative.

Then there was the Commonwealth Games week.

Last night, there was nothing unusual – just viewers seeking other choices.

I suspect that once the ratings season is over, and the programmers retire to Noosa for the summer, the multichannels will grab even more share from the main channels.

And then come the new year, ten will launch Eleven, and shift Neighbours and The Simpsons across.

After years of talking about it, the fragmentation has happened.

Tim Burrowes


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.