When it comes to ratings, most media (including this site) report Total People figures rather than Demographics.
As we all know, it’s Demos that particularly interest advertisers.
Unfortunately no one network supplies ratings figures to media with comprehensive Total and Demographic figures with show titles. Logically, they report figures that best reflect their target audience, along with lots of creativity and lovely adjectives to accompany them.
Nine sends out the top ten daily shows for 25-54 and 16-39, but not 18-49 or Total People.
Seven sends out the top shows in Total People plus some demographics for their own shows.
TEN used to send out figures for 6pm-10:30pm (daily ratings shares are until midnight), but that was many moons ago…now it’s hard to hear anything.
So if the networks want Demographics reported in the media, they need to be consistent with what they supply: All Demos & Total People/ 6pm-midnight / every day. Simple.
But in the interests of fair play, here is a quote from Nine’s recent newsletter to advertisers about the value of Demographics over Total People, including a little dig at the wider media.
….throughout 2008, Nine has delivered on this commitment, with a particular focus on People 25-54.
But why 25-54s? Why has Nine prioritised this demographic over all others when historically, and still in mainstream media, Total People wins are what is widely reported.
The problem with a Total People measure is that advertisers do not target ads to the entire population, there is a specific demographic for each campaign and therefore measuring a networks performance on All People does not provide advertisers a true reflection of their return on investment.
The Total People audience is also heavily skewed by People 55+, who represent only a small portion of advertising dollars. The influence of these older viewers can deliver mass exposure to an advertiser, yet fail to reach as many targeted key demographic audiences.
The 25-54 demographic is the most sought-after target for advertisers in Australia and also represents the bulls-eye of Nines demographic strategy with Nine also focusing on 18-49s, 16-39s and GB+Child. People 25-54 provides a solid, single indicator for these other key buying demographics with 78% of 18-49s and 59% of GBs falling within the 25-54 bracket.
GB = Grocery Buyers.