The Winners: Seven’s new drama, Packed To The Rafters, won the night averaging 1.960 million, down from the 2.045 million of last week, but still above its opening audience of more than 1.8 million. The 8pm program for Seven, Find My Family averaged 1.919 million as well and continues to boost its audience. It is emerging as perhaps a better performer (in terms of increased audience) than Packed To The Rafters. RSPCA Animal Rescue on Seven at 7.30pm averaged 1.748 million and Seven News was 4th with 1.598 million. Today Tonight was next with 1.448 million and Home and Away on Seven at 7pm was 6th with 1.392 million people. Nine’s Two and a Half Men repeat at 7pm averaged 1.303 million, Seven’s 9.30pm program, All Saints, averaged 1.293 million, Nine News was 9th with 1.283 million and Wipeout at 7.30pm averaged 1.267 million (mostly male) viewers. A Current Affair was 11th with 1.200 million people and a fresh NCIS averaged 1.188 million on Ten at 8.30pm. (This series ends next week). The 7pm ABC News averaged 1.149 million and the back to back episodes of Two and a half Men averaged 1.021 million and 1.018 million respectively for the 8.30pm and 9pm episodes.
The Losers: Rush on Ten at 9.30pm. Down under 1 million viewers to 912,000. Normally (and for Ten) that’s sort on the verge of a modest success/small failure, but given the promotional oomph and the money spent on it, it’s a loser on the night. Nine’s mouldy episode of 20 to 1 with Bert fronting at 9.30pm beat it with 941,000. Both were well beaten by All Saints on Seven. Make Me A Supermodel: Off The Runway at 10.30pm, 407,000. Ten’s late News did better from 10.30pm to 11.15pm with 466,000. Secret Diary of A Call Girl on Nine at 10.30pm did better again with 571,000. In terms of quality, Ten’s late News was the winner. Taken Out, 668,000 on Ten at 7pm. Losers.
News & CA: Seven News again won nationally and in every market but Melbourne, while Today Tonight won everywhere bar Melbourne. The 7pm ABC News in Sydney again had more viewers (354,00) than Nine’s 6pm news (331,000). Without Top Gear in the same slot on SBS as it is on Mondays, The 7.30 Report added viewers to average 919,000. Lateline averaged 245,000; Lateline Business, 160,000. Ten News averaged 825,000, the late News/Sports Tonight, 466,000. SBS news at 6.30pm averaged 194,000, the late News at 9.30pm, 131,000. Insight, 283,000. 7am Sunrise, 435,000, Today/US tennis Open men’s Final on Nine, 310,000.
The Stats: Seven won All People and the rest of the 6pm to midnight demos with 34.6% (34.2%) from Nine with 25.5% (23.1%), Ten with 20.2% (23.7%), the ABC was on 15.4% (15.2%), and SBS was on 4.3% (3.5%). Seven won all five metro markets and leads the week 31.7% to 24.0% for Nine. In regional areas a win for Prime/7Qld with 35.4% from WIN/NBN with 24.1%, Southern Cross (Ten) with 20.5%, the ABC with 13.9% and SBS with 6.0%.
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Glenn Dyer’s comments: As I wrote last week, Packed To The Rafters is the most dangerous program in Seven’s schedule for commercial rivals, Nine and Ten. It has somehow hit the right note with viewers and even though it shed 85,000 viewers from the previous Tuesday, last night’s 1.9 million plus audience was enough to completely unsettle the night. Hence Nine programming dead against it and Ten trying, but failing because viewers have concluded that the new cop drama, Rush, isn’t worth it.
Nine battled manfully with 90 minutes of Two and a Half Men and an hour of Wipeout, but they are the male equivalent of Home and Away. Home and Away has a strong female audience, Two and a Half Men and Wipeout scored high with men last night (and Two and a Half Men scores well with male viewers every night). So Nine had a blokey sort of mix in its audience last night, Seven had women; fewer males and families. Ten had not much at all.
Packed To the Rafters was again effective and well scripted and acted. It doesn’t insult viewers or keep them at bay in the same way police dramas do. Certainly it and All Saints are very different productions and both are from Seven and the same drama department.
Fusion Strategy pointed out that Seven is up 6% in the demographics from 15 to 54 compared to before the Olympic Games. It said Nine did went well last night, Ten lost 5 points because of the absence of Australian Idol. Pay TV’s audience from 6pm to 10.30pm (the main part of prime time) fell 23% or 184,000 viewers and is lower so far this week. Fusion said Seven’s win last night was more dominant than last Tuesday. But that was then.
Tonight its Seven with Crash Investigations Unit, Medical Emergency and two hours of Criminal Minds (new, repeat). Up against Nine with Two and a Half Men for an hour from Seven, Hole In The Wall at 8pm and then a movie, Fun With Dick And Jane, followed by that great repeat, National Lampoon’s Vacation. Then we have Ten with two new programs, Bondi Rescue Bali and Kenny’s World (watch for yourself) with two hours of the US version of So You Think You can Dance. The ABC has the New Inventors, Spicks and Specks, The Hollowmen and Very Small Business. SBS has Dateline. Seven to win.
Source: OzTAM, TV Networks reports.