MEDIA UPDATE OF THE WEEK
Nine kicked off the upfronts season last week, hosting an audience of 1,500 at Luna Park in Sydney. Under the tagline ‘Australia belongs here’ they announced a host of new and returning content, commercial changes, innovative user experiences and new investments. Here’s what to expect from Nine of the next 12 months.
Nine announced a raft of enhancements to their broadcast video-on-demand service, 9Now, coined the largest upgrade the platform has seen since its inception. The UX upgrades include a new dynamic homepage, the ability to live stream sport in 1080pHD (an Australia-first for a free-to-view platform), and the “Start over” feature which returns users to the start of any live-streamed program, with all ads played in full.
Nine showcased a wide range of both new and retuning programs for their 2023 schedule. They also confirmed that following The Block finale in Q4 this year, we’ll see the return of Snackmasters, and the two-part Christmas special LEGO Brickmas to round out the year.
New additions to Nine’s schedule in 2023 will include the mature dating show My Mum, Your Dad, adventure reality format The Summit, a two-part drama series Warnie and Big Miracles a docuseries centering on couples going through IVF. Nine also reaffirmed its commitment to WIN and regional Australia through the launch of 9News Tasmania, to be broadcast out of Hobart.
Shows like Married At First Sight, Travel Guides and Parental Guidance, Australian Ninja Warrior, Beauty and The Geek and Celebrity Apprentice Australia will also be returning in 2023.
Nine also announced the launch of a new cross-platform traffic brand, NTN, with the goal of delivering comprehensive traffic news and giving advertisers the ability to own traffic updates. NTN will launch with live traffic reports across Nine’s linear radio assets, as well as audio live streaming and digital platforms.
Nine also confirmed that its addressable data targeting capabilities would be rolled out across digital radio assets. The data capabilities will include demo, location segmentation and intent segments from nine’s data partners including Flybuys and Equifax.
Rounding out the updates, Nine announced the launch of Today’s Paper, a new daily downloadable version of The Sydney Morning Herald and The Age, which allow for the insertion of video streaming ad formats and rich media advertising including false covers. In addition, Nine will boost investment into the Brisbane Times in an effort to ‘supercharge’ the masthead.
This week saw confidence decrease by 0.4 points, landing at 85.7 points. While the drop is minimal, this puts the consumer confidence back by 17.4 points compared to the same week a year ago and 5.3 points below the 2022 weekly average of 91.0
From an index POV, this week there were mixed results with two improving slightly, two declining and one remaining unchanged. Those improvements related to personal finances and whether now is a 'good time to buy’ major household items:
When it comes to buying intentions now just 22% (up 1ppt) of Australians, say now is a ‘good time to buy’ major household items while 48% (unchanged), say now is a ‘bad time to buy’.
Now 25% of Australians (up 2ppts) say their families are ‘better off’ financially than this time last year compared to 41% (up 1ppt), that say their families are ‘worse off’ financially.
Looking forward, fewer than a third of Australians, 32% (up 2ppts), expect their family to be ‘better off’ financially this time next year and an equal number, 32% (up 2ppts), expect to be ‘worse off’.
In conjunction, those declined related to the economy of the country:
Only 8% (unchanged) of Australians expect ‘good times’ for the Australian economy over the next twelve months compared to 33% (up 2ppts), that expect ‘bad times.’
In the longer term, just 13% (down 2ppts) of Australians are expecting ‘good times’ for the economy over the next five years compared to 18% (unchanged) expecting ‘bad times.’
From a State-by-State basis there was also no clear trend with NSW, Queensland and Western Australia all down while Victoria and South Australia both increased slightly.
ANZ Head of Australian Economics, David Plank, commented:
Consumer confidence softened by just 0.5% last week, even as the RBA raised interest rates by 50bp. This is the smallest decline after a 50bp increase this year. The previous three 50bp increases in June, July and August saw an average decline in confidence of about 5%. It is possible that Lowe’s suggestion that the size of future rate increases might be smaller helped support confidence somewhat. Lower petrol prices may also be helping sentiment, with household inflation expectations dropping 0.1ppt to 5.3%. We wouldn’t read too much into the relative stability of sentiment, as the overall story remains the same – consumers are very pessimistic.
Seven and Nine were neck and neck this week in audience share at 29.96% and 29.36% (Total People) respectively. While Nine’s strong tentpole performance dominated ratings throughout the week sitting at #1 station share Sunday – Thursday, Seven marginally finished on top, assisted by their strong evening News performance but primarily driven by the AFL semi-finals matches on Friday and Saturday evening. Saturday night’s highly anticipated Sydney vs. Collingwood match saw the Swans win by 1 point in a nail-biting finish, in turn taking out #1 rated program of the week.
Across all demographics ‘The Block’ continued its #1 reign of weeknight entertainment, even managing to surpass Sunday night’s Seven News with 1.05m viewers (Total People) up by 7% WOW to take #1 program of the evening. Seven’s ‘Farmer Wants A Wife’ saw a weekly peak in Sunday night’s episode with a 659K viewership Total People. Nine’s coverage of the Bledisloe Cup on Thursday night drew in 517K Total People, surpassing FWAW’s programming earlier in the week.
Conversely against the People 25-54 demographic, while exhibiting the same audience patterns throughout the week, The Block’s impressive performance within this key demo throughout the week meant Nine won the week with a 31.35% overall share vs. Seven’s 29.92%.
Source: Nielsen eTAM (Week 38, WC 11th September 2022)
There was a total of 973.8 million minutes of VOD consumed across the week, reaching 6.7 million nationally from Monday 12th – Sunday 18th September. SBS was the front runner with the release of the first two episodes of Handmaid’s Tale season 5, with ‘Morning’ and ‘Ballet’ taking the top two most watched programs respectively. Women 40 – 54 were the top viewing demographic across both programs.
The Block & FWAW also dominated across the week with each of the tentpoles 3 weekly episodes in top 10. Foxtel’s ‘House of Dragons’ also saw a strong performance retaining a relatively stable viewership of 152K viewers, as #5 most watched program overall. The gender skew was quite equal but Male 40 – 54 made up the largest audience demographic at 15%.