With data now through from the first full week of NSW post-lockdown, a jump of +15% was seen across the week, reflected most significantly in industries affected by the reopening such as hospitality and personal services (e.g. hairdressers).
Unfortunately other states haven’t seen as much growth, with WA spend levels dropping and QLD remaining flat. It is hopeful that Victoria will see a similar response to NSW now they are out of lockdown and restrictions on intrastate travel are lifting, potentially providing an economic boos for regional areas.
Looking back from the beginning of the year, Australia is tracking at +5.7%, which remains flat year on year. However, the same week in 2019 was up +16%, so the typical increase seen due to seasonality going into Q4 hasn’t been felt as greatly due to the lingering impacts of COVID.
Looking at this in more detail, retail is back -5%, but hospitality is back -20%, which can be put down to closed venues in lockdown areas, as well as limited domestic travel and no international tourism.
Overall Consumer Confidence has remained flat week on week, from 107.0 to 106.8. While this week’s measure is less than the 2021 weekly average of 108.2, it is 7.1 points higher than the same week a year ago (99.7 Oct 24/25). This week’s small decrease was a result of fewer people expecting to be ‘better off’ financially in the future but was slightly offset by more Australians saying now is a ‘good time to buy’ major household items.
State Consumer Confidence was up slightly in Victoria, as the Greater Melbourne area has begun to re-open from its 6th lockdown. Whereas in NSW, it was slightly down, even after Greater Sydney opened nearly 2 weeks ago.
This week’s commentary from David Plank, ANZ Head of Australian Economics; "The notable development this week is a 0.3ppt rise in ‘weekly inflation expectations’ to 5.0%. This is the sub index's highest value since December 2014. The rise in average petrol prices of more than 10% nationally in the past two weeks likely had an impact on household perceptions of price increases. Consumer confidence softened 0.2% nationally even though Melbourne opened up after more than two months in lockdown. Confidence was up in the city by 1.2% and also across Victoria (1.5%). Sentiment remained positive in Queensland (0.7%) and South Australia (10.4%) but the overall outlook was dampened due to a fall in confidence in New South Wales (-1.8%) and Western Australia (-5.9%)."
Nine and Seven continue enjoying the highest network shares for the week, driven by their consistent news programming audience. The Block, now in its final week, has led in terms of entertainment programming from Sunday to Wednesday night.
Over on Ten, The Bachelorette continued this week. Whilst the overnight ratings for Wednesday night continued on a low for Total People, it’s worth noting how well it performed against the younger demographics last week – particularly P16-39 – an audience who are notoriously difficult to capture through broadcast media. As a whole, The Bachelor franchise seems to no longer be pulling numbers in linear TV viewing as it once did, but considering last week’s premiere lifted +51% to 754K viewers once adding catch-up TV audiences, the show is perhaps following the path of Love Island where younger audiences watch through BVOD.
With Seven, Nine and Ten each having now presented their 2022 Upfronts, highlights for next year include upgrades to their respective audience buying automation solutions, enhancements and additional advertising opportunities through their BVOD services. From a programming perspective we'll see returning tentpoles such as The Voice, Big Brother, Married At First Sight, The Block, Australian Survivor: Blood vs. Water, Australian Idol and MasterChef: Foodies vs. Favourites, as well as new shows such as Hunted Australia, Buying Byron, Underbelly: Vanishing Act and Apartment Rules.
Source: Nielsen eTAM (Oct 2021), tvtonight.com.au (Oct 2021)
In the past 7 days, 912.8 million minutes of BVOD content was consumed, reaching 7.5 million Australians.
Nine continues to pull in the largest numbers with Love Island remaining the top program for another week, followed by The Block. The Bachelorette sits in 3rd, consistently bringing in an audience of 130K+ per episode on BVOD. Outside of reality TV, Home and Away remains a consistent performer for Seven.
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