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  • Richard Kettle

THE WEEK THAT WAS - W/C 13TH SEPTEMBER 2021

Updated: May 24, 2022


Consumer Confidence


Consumer Confidence increased by 3.1pts to 103.1 this week after the NSW Government outlined its plans for re-opening Sydney in mid-October when over 70% of residents are set to be fully vaccinated.


Confidence levels remain well under the 2021 weekly average of 108.7 but are now 10.7 points higher than the same week a year ago (Sep 12/13 2020 – 92.4).


The biggest increase was in Sydney which increased 10.3pts (+10.6%) to 107.1 while Consumer Confidence also jumped up in Melbourne, up 6.4pts (+6.6%) to 103.6.


Driving this week’s increase was improving confidence about the year ahead with 37% (up 3ppts) of Australians expecting to be better off financially this time next year and positive views about the Australian economy.




Consumer Spending


While NSW, metropolitan Melbourne and the ACT remain in lockdown, the latest consumption data from NAB presents the most encouraging picture for some time. While there are clearly still major challenges, with Melbourne and Sydney to remain in lockdown until they hit vaccination targets (likely in October or beyond), these results give us some cautious optimism for Q4.


All industries, except for Food Retail (+1.5%), fell in June due to stay-at-home restrictions and reduced interstate mobility. Cafes, restaurants and takeaway food services, and clothing, footwear and personal accessory retailing saw the largest falls. Understandably, Hospitality is down just over 30% since the start of the year, reflecting ongoing lockdowns. However, there was a slight uptick from the week prior.




TV Landscape


This week we have seen the launch of new Tentpole programming across Seven and Ten, with SAS Australia, The Masked Singer Australia and Making It all premiering. It was Nine’s The Block, though, who has won the week, outperforming Seven and Ten in the 7:30pm timeslot in both TTL PPL and the 25-54 demographic. In fact, The Block’s audience grew 2% WoW (TLL PPL) in the face of the highly anticipated premieres.


Of the two new starters on Monday night, The Masked Singer Australia beat SAS’s launch numbers by 113k but was down -8% on last year’s numbers. SAS Australia saw a –22% drop from its Season Six launch numbers.


The effects of COVID on the TV industry continue to plague Seven’s revival of Australian Idol. In June, the network made a statement that plans for the new season has been suspended due to restrictions impacting production and have doubled down and have pushed back their commitment to the programme until 2022.


Source: eTam Top 50 Programming, Overnight Data Week 38 2021, Week 33 & 43 2020, Seven News, TV Blackbox



BVOD Audiences


In the week up to the 14th September, there were 1,113.5 million minutes of BVOD content consumed, reaching 6.4 million people nationally.


Once again, reality TV was the top performing genre, with six of the top ten programs falling within this category. Season 17 of The Block shows no signs of slowing down, with 3 episodes falling within the top 10, whilst Home And Away accounts for 4 of the most watched shows on BVOD.



OOH Update


Despite ongoing lockdowns, national Road audience volumes continued to prove resilient throughout the month of August, sitting at 70% for the week ending 30th August (compared to 2019 volumes) and averaging 71% for the month.


The ongoing lockdowns in NSW & VIC have been the biggest contributing factor to YoY audience declines, with NSW at 47% and VIC at 45% of 2019 level.


Regional Retail markets continue to show strong performance for August, reaching an average of 82% for the month. With large centres leading the way (91% of 2019 levels), it’s a clear indication of consumer confidence in regional markets.



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