The real ratings test begins
April 11 is all systems go. It's the day that executives have awaited as the start of big battles.
April 11 is all systems go. It’s the day that executives have awaited as the start of big battles.
2010 has started out as an anomaly with Winter Olympics, early Easter, daylight savings, timeshifted ratings, new digital channels.
February and March were just the support act. From today it’s the main event. It’s the reason networks held off some of their biggest goodies. Last year Nine was bitten when Underbelly: A Tale of Two Cities was interrupted by Easter -it was careful not to make the same mistake again.
Joining in the next three weeks are The Pacific, Hey Hey it’s Saturday, Sea Patrol, Australia’s Got Talent, MasterChef Australia, Merlin, Glee, FlashForward, Logie Awards and more. The ABC adds Doctor Who and Lowdown. SBS has new Mythbusters but has its eye on later events including Eurovision and the World Cup. First-run episodes of Top Gear are about to end for Nine while The Biggest Loser, Talkin’ ‘Bout Your Generation and So You Think You Can Dance wrap for TEN. Next week should also be TEN’s biggest for the year so far.
The date also means excuses will have to be left behind.
Meanwhile the advertising industry wants to see how numbers settle in the new environment before it is confident that there are fewer of us watching the box across more channels.
As a result the new benchmark for a hit show is expected to be around 1.2m.
Signs that the switch to daylight savings have already helped some shows is being felt at The 7PM Project which just had some its best figures in a long time, as did The Biggest Loser. It could also be attributed to the show building to its climax.
Our ratings will now run through until late November, interrupted only by the Commonwealth Games in October.