After Cane only premiered to 648,000 TEN hurriedly shuffled its scheduling around to move The Starter Wife from 9:30 to 8:30pm, and dropped a planned second hour of the US drama in the process.The Queensland-based mini-series managed an improved 1.01m.
Meanwhile TEN continues to be selective and creative in reporting audience figures for the show, which it claims was “the No.1 show in 18-49 with a 54.5% share and pulling over 1m viewers.”
It was 54.5% in 18-49 in free to air commercial share. But what about The Chaser which had 1.2m?
TEN had 657,304 18-49yo viewers between 8:30-9:30 while the ABC had 605,223. That still puts TEN in front, but by the time you add up the other three networks 54.5% is a bit of a stretch.
Still, TEN press releases continually focus on the 18 – 49 demographic between 6pm-10.30pm, completely ignoring other demographics and the remainder of prime time which ends at midnight.
TEN claims advertisers are more interested in the earlier timeslot, but other networks give evening shares based on the full 6 hours.