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Sponsors do their block on The Renovators

Network TEN is making up to sponsors of The Renovators following lacklustre ratings for its $30M reality series.

Network TEN is making up to sponsors of The Renovators following lacklustre ratings, according to a media report today.

The Australian claims TEN has started giving sponsors, including Taubmans and Telstra, additional air time to make up for the ratings shortfall from the $30M reality series. Other sponsors are Bunnings Warehouse, LG Electronics, Freedom, Ford Australia, Commonwealth Bank, KFC, Rexona and Yellow Pages -including some which abandoned The Block in favour of the new series.

One source suggests sponsors were sold packages of between $2m and $3m each on the promise of audiences of between 1.4 and 1.6 million.

But a TEN spokesperson said they would never guarantee numbers.

“We think the show will build an audience. And we will absolutely be able to deliver on promises to clients, ” she said.

The disappointing launch follows hopes by Shine Australia to see the original format picked up internationally. Producers from Elisabeth Murdoch’s Shine International had been overlooking the format prior to its Australian launch.

Amid criticism TEN launched the series too early, it has also had to compete against the popularity of The Block on Nine.

TEN is hoping the show will gain traction after The Block ends this Sunday night. If it doesn’t the network may be forced to move it to a later timeslot.

“You’ll be seeing ads for Bunnings Warehouse on Channel TEN for years to come,” one buying agency said.

TEN plans to send more cheerful news to market this week with its 2012 Programming Launch on Wednesday night.

30 Responses

  1. I don’t get it. If everyone gets eliminated who is going to renovate the houses?? Does this mean there will only be one finished house at the end?? Its not fair that one team has 5 members and another has only 2. Of course the team with more people are going to get the most work done. It’s ridiculous format.

  2. The gay guy with the goatee comments on the building quality then checks chipped fingernails.
    The “Builder” comments on design then scratches his a*se.
    Robyn is from the 50’s
    The teams vary between Stockholm syndrome and Sado masochism in their interactions with each other
    I’m fascinated.

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