MEDIA UPDATE OF THE WEEK
This week, Netflix took another step towards launching its first ad-supported offering, with the appointment of Microsoft as their global technology and sales partner.
All ads served on Netflix will be exclusively available through Microsoft’s platform. The aim is to give consumers more pricing options for accessing Netflix’s content, whilst also addressing long-term revenue growth concerns caused by password sharing & increased streaming competition.
Last year, research conducted by Criteo revealed 56% of Australians are happy to watch ads on video streaming services if it means they save money. For advertisers, being able to access Netflix’s significant audience base will no doubt see Connected TV taking a bigger share of brands’ media mix in the future.
Consumer confidence dropped 2.1pts this week to 81.6 - the lowest rating for a month.
This result is way below the same week a year ago, which was 28.4pts higher at 110.0 (July 10/11 2021). In addition, confidence is now 11.8pts below the 2022 weekly average of 93.4pts. The biggest driver of this week’s decline was an increase in people expecting ‘bad times’ for the economy over the next year.
Head of Australian Economics, David Plank, commented “consumer confidence declined for a second straight week, driven by concerns about both the economic outlook and household finances. The RBA’s 50bp rate hike last week weighed on sentiment, with confidence falling for those people paying off a mortgage by a sharp 5.4%. This continues the trend in place since late April when the high March quarter inflation report brought forward rate hike expectations.”
With growing concerns regarding record high petrol prices, cost of living increases and interest rate hikes, it’s no wonder that 47% of Australians say now is a “bad time to buy” major household items.
This week has been a huge week for those who are in it to win it, with both Masterchef and Big Brother airing finales and the do-or-die Game Three of State of Origin. Like in all finales, we saw some strong winners and some really poor losers.
On Tuesday, Ten’s MasterChef Australia saw Billie McKay take home her second winners plate in the grand final of season 22 of the franchise. With a Metro Cap 5 Audience of 875,000 TTL PPL, it was the highest performing entertainment property of the night though still seeing an -8% decrease YoY in viewership. The Grand Final also brought Ten its largest share for 2022, pulling in 17.4% of the share of audience.
The other finale to air the same night was Seven’s Big Brother which was the loser of the battle of the finals, with a huge -41% decline since the 2021 final. It also did not compete with Masterchef, with a measly audience of 367,000, it failed to even make the top 10 programming of both Total People or P25-54.
But it wasn’t all doom and gloom for audience numbers this week. After a quieter than usual start to the series, the State of Origin finale brought all the hallmarks of epic games in years gone by to deliver 2.585 million viewers nationally on Linear TV.
Wednesday 14th July’s decider held in Brisbane was the highest rating origin game since 2019’s Game One bucking the trend of audience decline across all sports codes. The brutal match saw three game ending injuries, one brawl resulting in two players in the sin bin and a final second try to Queensland’s Kayln Ponga to cement Queensland’s win with a final score of 22 - 12.
Source: eTAM, % Share of Audience (to selected) W/C 10/07/22, eTAM Top 50 Programming,
In the week of July 11 to 17, 2022, 1,149.8 million minutes of BVOD content was consumed, reaching 7.3 million people nationally.
The State of Origin III is now a record holder, the highest-ever live streaming event in Australian TV history. The match drew a record of 436,000 BVOD live audiences with a 74% increase YoY. By combining all the viewership, like Metro, Regional and Live BVOD, the total TV audience was 3.048 million, making it the biggest audience since 2019.
Nine dominated the top 10 programs, with the famous UK show Love Island taking up 6 of the top 10 spots. The top spot was Love Island UK S8E35, which saw a BVOD audience of 203,000. The show is heavily female skewed within the age group of 18-39. At the start of the season, with their first 90-minute episode, they peaked at 3.0 million viewers after about 30 minutes in. Seven’s Home And Away made up two of the top 10 spots, holding the 7th and 10th highest BVOD audiences for the week. ABC took the 8th & 9th spot with the launch of their new series, Mystery Road: Origin.
Source: ‘Love Island’ Season 8 Debuts in U.K. With 2.4 Million Viewers (yahoo.com)