Advertisers warn against late starts and inaccurate schedules

A key media buyer has warned commercial networks against the ongoing habit of starting programmes later than their advertised times.

It follows another new Drama series launching later than its advertised starting time, for the second night in a row.

TEN’s website and promos announced Bikie Wars: Brothers in Arms as having an 8:30pm launch last night but it didn’t begin until 8:40pm.

Shine’s MasterChef Australia, due to end at 8pm, ended at 8:10pm -despite the fact it was pre-recorded.

That left Bikie Wars: Here and Now and Bikie Wars: Brothers in Arms ten minutes out from their scheduled start. The move followed Nine launching Tricky Business at 9:42pm following Shine’s The Voice on Monday night, despite its advertised starting time of 9:30pm.

Victor Corones, Managing Director of Mediabrands’ research and investment division MagnaGlobal, told TV Tonight that networks were at risk of alienating viewers to new dramas.

“I completely agree that there is a disregard for viewers by some of the TV networks,” he said. “Networks need to be more transparent with their start and end times – particularly as Time Shifted Viewing will only increase over the next 2 to 3 years. There is nothing worse than recording a show only to find you’ve missed the ending of the show. I believe it’s quite damaging for a programme because the viewer is left dissatisfied and may result loyalty waning over time.”

Yesterday Nine sent out a Press Release claiming Tricky Business peaked on 2.4m viewers. But another network claimed the figures were false, and the number actually fell within the overrun time for The Voice.

Corones says there were a number of reasons for late starts by networks.

“I believe they’re designed to get existing audiences to stay tuned in longer and miss the start of other shows on other networks and potentially increase eyeballs for the next show. But on the flip side a late start may allow viewers on a competing network to switch channels if they don’t like the show they’re currently watching.

“Either way the networks are kidding themselves because they’re forgetting who’s important in all of this – the viewer. Content needs to be strong enough to stand on its own and be available for when they’re ready to watch it (i.e. live, PVR or catch up).

“The delaying of shows is something that advertisers and agencies are becoming increasingly frustrated by – particularly if shows run beyond 10:30pm when viewing levels start to fall away at a rapid rate. Beyond 10:30pm is traditionally viewed as late night and is less expensive than programming airing Peak Night – 6pm to 10:30pm. That delay helps a network increase their yield across an evening because the shows start running past 10:30pm with peak advertising rates attached to them.”