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  • Richard Kettle

THE WEEK THAT WAS- W/C 21ST NOVEMBER

Media Update Of The Week


This week, Spotify launched their much-anticipated audiobooks service in Australia, adding a third vertical alongside their music and podcast offerings. The audio streaming giant is set to rival Audible and Apple with an extensive catalogue of over 300,000 books available within a new section of the app.


However, unlike Audible, the audiobooks won’t be available as part of a subscription model; users will need to make a one-time purchase via the Spotify website instead. This is due to a global battle with Apple who require Spotify to pay a 30% cut of iOS in-app purchases.


At present, there are no plans for advertising opportunities within the audiobook space. But this is a clear indication that Spotify are looking to grow their attention share of what they call users’ “screenless moments”.



Consumer Confidence


Consumer confidence increased 0.8pts this week to 81.6 and is now 25.8pts below the same week a year ago, November 20/21 2021 (107.4).


Although the wider move in consumer confidence was up this week, there were mixed results around the nation. NSW and Queensland both decreased this week, while Victoria, Western Australia and South Australia all increased.


Head of Australian Economics, David Plank, commented “consumer confidence increased 1% last week, likely boosted by solid employment growth in October and a further easing in inflation expectations. Household inflation expectations (IE) eased to 6.3%, but this is the sixth consecutive week with IE above 6%. Despite the consecutive gains, sentiment remains close to levels last seen during the early weeks of the COVID lockdowns. Critically, though, ANZ-observed spending data suggests that consumer spending has stayed strong, with spending momentum similar to pre-pandemic levels.”


24% of Australians are saying now is a good time to buy major household items (up 2ppts). This is potentially a result of households holding out for Black Friday price reductions, with the retail period in full swing this week.



TV Landscape


Seven has pipped Nine at the post to win the 2022 Survey Ratings overall in the 5 Cap metro markets, with the help of the Commonwealth Games.


After a strong 2021 (elevated by a favourable Olympics airtime), Seven have been able to continue their success against Total People with a 29% share, just ahead of Nine at 28.6%. Seven West Media Managing Director and Chief Executive Officer, James Warburton, said: “Seven is Australia’s most-watched TV network, delivering unrivalled audiences in 2022 to win the survey year both nationally and in the capital cities. We are #1 nationally, #1 metro, #1 regionally, #1 in total television – no matter how you cut it.”


Looking at the key buying demo, P25-54, Nine outshone the market with a 30.8% network share, thanks to programming such as their coverage of the NRL, The Block, Married at First Sight and Lego Masters. Not to be outshined by Seven, Michael Stephenson, Nine’s Chief Sales Officer, said: “It doesn’t matter how you want to look at it or how you want to cut the numbers, for the fourth year in a row, Nine is the undisputed leader. Number 1 16-39, number 1 25-54, number 1 Grocery Shopper with Child and number 1 in BVOD. We’ve got the biggest formats. We dominate from the beginning of the year until the end of the year. We’ve got the most consistent schedule, available across every screen. And next year is going to be even bigger.”


One of the bigger callouts, is the slide of Network Ten’s share in demos Total People, with the ABC pushing its way into third position. 10 were also beaten by Aunty in the FTA share split by Primary Channel. Ten are looking forward though, with Daniel Monaghan, SVP Content and Programming, Paramount ANZ, saying: In 2023, we’ll be ringing in the year with a new era of The Bachelors, like you’ve never seen it before. Returning to the South African jungle and to a new date in the calendar, Chris and Julia will host a fresh bunch of celebs in I’m A Celebrity… Get Me Out Of Here!."


For main course, MasterChef Australia will once again cook up a storm followed by sweets with Dessert Masters premiering in 2023. Once The Dog House Australia convinces you to adopt a dog, Dogs Behaving (Very) Badly Australia’s Graeme Hall, will help you train your new canine compadre. Also new in 2023 is the highly anticipated Location, Location, Location, ready to turn dream homes into reality."


Sources: Linear share. OzTAM Metro 5 City, Ratings Survey Year, 6 February – 24 November 2022, excluding Easter 10/4/2022 – 23/4/2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, ABC Network, SBS Network, Key Demos + Total People, FTA Share, Consolidated 28 as at 24 November 2022 and OzTAM Metro 5 City, Ratings Survey Year, 6 February – 24 November 2022, excluding Easter 10/4/2022 – 23/4/2022, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, ABC Primary, SBS Primary, Key Demos + Total People, FTA Share, Consolidated 28 as at 25 November 2022


BVOD Audience


In the week of November 21 to 27, 2022, 1,059.6 million minutes of BVOD content was consumed, reaching 7.1 million people nationally.


Nine dominated the top 10 programs, with the infamous AU show Love Island taking up 4 of the top 10 spots. The top spot was Love Island Australia S4E13, which saw a BVOD audience of 260,000. The show is heavily female-skewed within the age group of 18-39. Seven's Home and Away made up three of the top 10 spots, holding the 8th, 9th and 10th highest BVOD audiences for the week. Nine took the 6th & 7th spot with their newly launched series, My Mum Your Dad.


The FIFA World Cup has proven to be very successful for SBS. Qatar's first football week has driven a massive audience across its linear and digital channels via SBS OnDemand.

The Australia vs France match drew a total audience of 1M viewers, with VOD making up 29% of the audience (270K Live + 20K VOD), while the Argentina vs Saudi Arabia match drew a total audience of 877K views with VOD at 38% of the audience (322K Live + 9K VOD).


Sources

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