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  • Madeleine Denham

THE WEEK THAT WAS - W/C 31 JANUARY 2022

Updated: May 17, 2022


MEDIA UPDATE OF THE WEEK


On Monday the 31st January, the Outdoor Media Association (OMA) launched the upgrade to the industry’s audience measurement system MOVE (Measurement of Outdoor Visibility and Exposure). By accounting for audience dwell, sign dwell and Share of Time bought, MOVE 1.5 will report reach and frequency for digital signs based on impressions. The update will introduce an accurate measurement for digital campaigns and a qualitative metric, the Neuro Impact Factor (NIF). Charmaine Moldrich CEO of the OMA and MOVE said “MOVE 1.5 gives buyers more accurate reach and frequency scores for their digital campaigns. The jewel in its crown is a new qualitative measure, the Neuro Impact Factor, which goes beyond attention to measure the impact campaigns have on audiences. These innovations give planners and buyers the ability to optimise their Out of Home spend based on the objectives of their campaign, be it awareness building or sales.”


Along with the launch of MOVE 1.5, new Industry Standards have also been introduced to the industry. Through agreed criteria for terminology, geography, screen ratios, insertion orders, and share of time, standardisation will streamline the buying and selling of OOH advertising, giving planners and buyers greater clarity.


The capabilities of MOVE 1.5 will be an interim step while OMA prepares for the launch of MOVE 2.0, which is due to arrive in 2024.



CONSUMER CONFIDENCE


ANZ-Roy Morgan consumer confidence increased 1.7pts to 101.8 during the fourth week of January. Significantly, Consumer Confidence is still 10.3pts below the same week a year ago, January 30/31, 2021 (112.1) and is now slightly just above the 2022 weekly average of 101.5.


On a State-based level, Consumer Confidence was down slightly in both Victoria (down 2.6pts) and Queensland (down 0.6pts), where as it increased in both New South Wales (up 6pts) and Western Australia (up 4.5pts). This increase came the week after WA Premier Mark McGowan announced an extension to his State’s border closure.


Improvements in sentiment regarding the performance of the Australian economy over the next year to next five years, along with more Australians saying now is a ‘good time to buy’ major household items were major drivers of this increase.


ANZ Head of Economics, David Plank, noted that,“Consumer confidence increased 1.7% last week amid falling COVID cases across most of the country. The rise was mainly driven by a jump in confidence in NSW (6.2%) after three weeks of decline and a 4.3% gain in WA. It was partly offset by declines in Victoria (-2.5%) and Queensland (-0.6%). A more surprising shift was the 0.3ppt fall in inflation expectations (IE) to 4.7%. This came in the same week that the Q4 2021 CPI reported an upward surprise. Retail petrol prices are up 7.0% in January, which would usually elevate inflation expectations. We should not to read too much into a single data point, though, as inflation expectations can be quite volatile from week to week.” Source: http://www.roymorgan.com/findings/8905-anz-roy-morgan-consumer-confidence-february-1-202201312240


TV LANDSCAPE


The 2022 season premiere of Married at First Sight (MAFS) launched on Monday 31st January to an audience of 869,000, taking out the most watched entertainment program for the night. Surprisingly, it was the reality program's lowest launch in 4 years with 2021 premiering to 964,000 metro viewers, 2020 to 1.15M, 2019 to 1M, and 2018 to 912,000.


Despite its low launch numbers, MAFS took out the title for the most watched entertainment program for 4 nights in a row, on Monday, Tuesday, Wednesday and Thursday. The same night that MAFS launched, both Survivor: Blood V Water and The Voice: Generations premiered their 2022 seasons on Ten and Seven respectively.


The Voice: Generations, a short 3 episode season, was placed to fill the gap on Seven's content schedule between the Cricket and Winter Olympics. Father-daughter duo Caitlin and Tim performed Sia’s Alive and took out the top spot and a cash prize of $20,000.


Seven’s Winter Olympics coverage kicked off on the evening of Friday the 4th with a 2.5 hour Opening Ceremony event starting at 11pm. The start to the games saw Seven end Nine’s 16 day winning streak that began at the start of the Australian Open, with Seven winning overall network share for the day. Seven continued this winning streak winning the network share on both Saturday and Sunday as well. The 2022 games continue on Seven until Sunday the 20th of February.


The future of Australia’s longest running drama series Neighbours, is currently in limbo as British broadcaster Channel 5 confirmed that after June it will no longer air the show due to costs. Unless the soap is picked up by another broadcaster in the UK, it will end its record breaking run of nearly 40 years on air. Production and filming has been stopped for an indefinite period of time until a new broadcast partner has been brought on to back it financially. Since 2008, the soap had been largely paid for by the British broadcaster, as Network 10 found it no longer commercially viable to fund alone.


In overall network share for the week, Seven beat Nine and took out the top spot with a 38.94% share of television audience, helped largely by its Winter Olympics coverage at the back end of the week. Nine just missed out, seeing a share of 35.35%, whilst Ten finished with 17.47% and SBS with 8.34%.


Source: https://mumbrella.com.au/mafs-launch-lowest-audience-in-4-years-but-beats-premieres-of-survivor-and-the-voice-722306

eTam Top 50 Programming, Share to Selected % (Total People) 31/10/2022 – 06/02/2022



BVOD


In the week up to the 6th February, there were 10.6 million minutes of BVOD content consumed, with a reach of 5 million people nationally. Unsurprisingly, MAFS took out the top 4 of the Top 10 most streamed programs for the week.

Against the week prior, this was a huge jump in overall streaming minutes which was up 23.89% week on week.



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