So here’s a few more.
It was only twelve months ago that MKR was attracting bumper ratings while Nine had Excess Baggage and TEN had The Biggest Loser. In that fight it was the show with the point of difference (food not dieting) that won the battle. So using that theory it should be The Block that is out front in 2013. But since when was television predictable?
Seven has now enjoyed three nights over 2 million viewers. Nobody expected MKR to increase its lead when The Block entered the fray, let alone by such a big margin. Thank the “Spice Girls’, Seven’s editors and marketers for that lift. Viewers stuck with the gameplay through this week until their ultimate elimination. It became a three-night narrative.
Masterchef: The Professionals has sunk from 1.12m to 553,000. Worse was to come for Glee, down to 377,000. The good news is there are still 1.12m who show us they are connected to the show, just maybe not as it airs Live. As Reality Ravings blog detailed, even Julie Goodwin is watching MKR live (but insists she is still watching all of MasterChef too).
The Block‘s two episodes (it did not air on Wesnesday) have hovered around 950,000. Whilst it was only head to head for 30 minutes, it’s a disappointing number for such a huge investment.
None of these figures give the full picture in a fragmented landscape.
The Block did better business in the Demos, winning at 7pm. MasterChef has been lifting by around 70,000 – 90,000 from Timeshifted viewing for last week. But that’s a long way short of addressing the MKR juggernaut.
Nine will have its sights set on The Block‘s first room reveal. Who doesn’t love a TV makeover? Monday can’t come soon enough for Nine.
We are all smarter Programmers in hindsight. But unless numbers change dramatically, a few questions will need to be asked:
- was it wise of TEN to pit one cooking show against another?
- how can viewers reasonably commit to more than one stripped Reality show at once?
- are Encore episodes actually detrimental to Overnight figures? If there are more opportunities to sample a show, do viewers gravitate to the one that doesn’t replay?
- Casting, casting, casting. Are viewers leaning towards personality over talent, new faces over old?
And lastly, we are still in summer ratings. It hasn’t always been an even fight.
But none of that matters when the end game is to bond an audience to a product.
Right now perception is everything.