Initiative Week In Review w/c 02/05/10 – 08/05/10
This week in commercial television ratings saw TVW-7 winning the week overall (0600-2400) for Total People with a commercial share of
39.5%, followed by NEW-10 with 34.3% and STW-9 with 26.1%. TVW-7 won nine of the top fifteen programmes against Total People with the Sunday News taking top position (281,000 viewers).
In radio, 94.5FM remains the number one station for People 10+ with an overall increase of 1.2%. They increased audience share with People 10-17 by 3.3%, which is surprising as this is not their demo.
Some findings from Price WaterhouseCoopers Research state that in the IAB's Online Advertising Expenditure Report, advertising expenditure has grown by 17% year on year to total $512.5 million in the first quarter of 2010 and search & directories advertising was up 18%.
Another type of survey findings were released this week, where it was revealed that Australians were generally pretty happy with their lifestyle and spending habits:
- 25% of those surveyed are concerned with their economic outlook (as opposed to 35% in 2009)
- 30% are concerned about job security (down from 2009)
- 85% are trying to reduce their debt
- 76% said they enjoy saving money
- 40% said they were buying home brands more often
- Almost half were either extremely or very satisfied with their life
- 75% enjoy their work
MOBILE ADVERTISING
Nielsen trailed a mobile measurement tool in April aiming to help advertisers plan and buy mobile advertising. It provided transparent data including average daily unique browsers, sessions, page impressions and average session duration.
News Digital Media, Fairfax Digital, Ninemsn and Fox Sports signed up for the trial. Top line results as follows:
- News Digital Media's news.com.au mobilesite attracted 48,090 average daily unique browsers, to secure top position.
- Fairfax Digital achieved second and third place in the initial results, with the SMH site attracting 33,519 and The Age mobile site attracting 25,352 daily unique browsers.
- NineMSN and Nine News rounded out the top five with 18,612 and 12,784 daily unique browsers respectively.
- The Fairfax Digital properties attracted a longer average session duration with SMH users spending 5:45 minutes on the mobile site and The Age users spending 5:29 minutes, compared to News.com.au users at 3:12 minutes.
To read the full report from Initiative please click here.
