The hardest working PR team in TV?
Most days Dr Mumbo feels a slight twinge of guilt.
It comes at about 3pm when the daily consolidated TV ratings press release arrives from the Ten Network.
It’s important stuff, but it lacks the immediacy of the 8.30am overnight ratings. The consolidated numbers – which come out a week later and include catch-up viewing – lack drama. Which is a pity for Ten, as its younger viewers seem to be big on time-shifting.
Day after day, the PR team plugs away trying to spark the interest of jaded journos. They whizz through every trick in the book, and some that aren’t: alliteration, assonance, puns, rhymes, and what sometimes what Dr Mumbo can only assume are elaborate in-jokes designed to keep themselves from going mad.
A different alluring headline every day, to tell essentially the same story. And sometimes their hard work and perseverance pays off.
So it’s time for Dr Mumbo to pay tribute, with the best of the headlines since the beginning of May:
- Cooks and Cops Climb
- Masterchef finds more viewers
- Masterchef Climbs
- Offspring Heats Up
- Bikie Wars Roars
- More For MasterChef Monday
- Super Sunday Shifts Up
- Ten’s Prime Time Audience Leaps
- MasterChef and Modern Family Heat Up
- Bikies and Bingle Bounce
- Masterchef Bubbles Up
- Cooks, Cops and Comedians Boost Thursday
- Ten Rises in Prime Time
- Offspring and The Good Wife Soar
- Ten’s Tuesday Tops Up
- Jamie, Lara and Bikes Boost Ten
- Masterchef Heats Up
- Offspring Springs Up
- Bikie Wars Roars Past 1 Million
- Ten’s Early Evening Rises
- Super Sunday Pumps Up
- Ten Cooks and Sings its way to More Viewers
- Ten’s Wednesday Lifts
- Masterchef and NCIS Build
- Chefs and Singers Shine
- Ten’s Early Evening Shines
- Bikie Wars Revs Up
- Masterchef and NCIS Top Up
- Masterchef Rises
- Masterchef and Offspring On The Rise
- The Biggest Loser Bulks Up
- Touch Tops Up
- Glee Hits Higher Note
- NCIS Uncovers More Viewers
- Larger Loser and Leis
- Glee Gets Louder
- Ten’s Touch Tops Up
- Ten’s Monday LineUp Lifts
Now that’s trying hard.
speaking of which i got quite toey reading those press release headlines…Bikies and Bingle bounce created quite a visual
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Maybe someone can help me here – do time shifted ratings actually matter for advertisers? Or do they just highlight the increasing number of viewers who time shift, and flick through the ad breaks making their eyeballs completely irelevent.
I guess it helps for product integration on shows like Masterchef, but the more that drama is time shifted – the more it’s irrelevent for advertisers..
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you dont time shift to watch the ads, that’s for sure
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I love your sarcasm Dr Mumbo, very humorous. I wonder if Ten has interns writing their press releases now? My dog could come up with better headlines than these.
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Hi AD.,
Although Dr Mumbo is often sarcastic, on this occasion, the compliment was sincerely meant.
Cheers,
Tim – Mumbrella
Consolidated data does matter as it takes into consideration if people are fast forwarding the ads.
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Ch 10’s PR team really are working hard; look at front page story on The Newcastle Herald website (and cover promo/page 3 of print edition): http://www.theherald.com.au/
“Bingles bingo in Hunter episode of reality TV”
Slow news day up in the Hunter?
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Don’t work at 10 but do work in PR. Really nice to see a positive PR story – Big thanks!!!
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Hi AD,
“my dog could come up with better headlines than these”
Now that is a story!
Hey have you read some of the headlines in some local papers lately?
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