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TEN’s failure to launch as Nine takes Monday

Ratings: Secrets and Lies is punished by Nine's Love Child as the network struggles to launch new brands.

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2014-03-04_0942Network TEN is now suffering from a chronic case of a failure to launch new shows.

Promising new drama Secrets and Lies last night, which has the marketing hype of a US adaptation in the pipeline, launched to 404,000 viewers. It’s a shame given the content is very good.

It was punished by another local drama, Nine’s Love Child at 1.17m. Even The Bold and the Beautiful pulled more numbers in the afternoon. Rival networks counter-programmed with reality shows strategically running well into the night.

But the numbers follows a disappointing launch for So You Think You Can Dance Australia.

Together with the Academy Awards, Nine’s evening share was strong enough to win the night.

Nine won with 34.1% share then Seven 31.3%, ABC 18.1%, TEN 13.4% and SBS just 3%.

Nine News (1.24m / 1.18m) was best for Nine followed by The Block (1.2m), Love Child (1.17m), A Current Affair (1.08m), Hot Seat (655,000) and the Academy Awards (560,000 rpt / 506,000 Live).

My Kitchen Rules topped the night with 1.7m viewers for Seven then Seven News (1.15m / 1.1m), Revenge (855,000), Home and Away (853,000), Million Dollar Minute (476,000) and How I Met Your Mother (414,000).

ABC News (893,000) led for ABC1 followed by Australian Story (807,000), 7:30 (745,000), Media Watch (621,000), Four Corners (604,000) and Q & A (464,000).

TEN Eyewitness News (596,000) was the best the network could manage then The Project (534,000 / 338,000), Modern Family (473,000), The Bold and the Beautiful (418,000), Secrets and Lies (404,000) and Bondi Rescue (344,000).

SBS also had a terrible Monday. Stephen Hawking’s Future Universe was their best at just 144,000 viewers. Next were World News Australia (127,000), a Housos repeat (122,000) and Idris Elba: King of Speed (97,000).

Ben and Holly’s Little Kingdom on ABC2 again topped multichannels at 287,000.

Sunrise: 323,000
Today: 286,000
ABC News Breakfast: 41,000 / 36,000
Wake Up: 23,000

OzTAM Overnights: Monday 3 March 2014

61 Responses

  1. We are an Everybody loves Raymond Household these days at 7pm but what TVF has to say about Home and Away which is currently the only thing that isn’t either an old sitcom,Current Affairs or News at that hour is right.I stopped watching it around the time those Braxtons arrived which is when Nine started putting on 2.5 men or Big Bang Theory on Nationally at the same time of night as Where they put ACA now.I am not sure why they changed that when before It was only NSW,ACT and Canberra that made do with their weird schedules while the rest of the nation had the sitcoms.

  2. The other problem i think ten has is its association or percieved association with a lot of right wing media outlets on its tv shows thats off putting as well as a viewer you dont want some one with a political agenda ramming it down your throat even in a non intrusive manner. You have andrew bolt , then other politcal shows, then the news limited guy on studio ten, then all the news limited links from wake up. For me i cant stand the right wing media i try to avoid any programming with that in it.

  4. @jezza the first original one

    I’m not blaming Andrew Bolt for all of Ten’s problems, the management there appear to be giving a textbook demonstration of how not to run a network.

    However there is a definitely a growing group of viewers that are thinking twice about tuning in while they continue to give him airtime, regardless of whether his show has an audience or not.
    The Guardian recently reviewed his show and among the below the line comments were a lot from people who’ve echoed that sentiment.

    I daresay a few advertisers might think twice about using Ten’s services as a result of their ongoing promotion of Bolt too.

  5. Hey Hardcoreprawn,

    Did the winter Olympics rate well? Looked pretty inconsistent to me. The Big Bash season was more of a chance to get their year rolling. I don’t remember seeing Secrets & Lies being pushed then.

    Either way, unless they find a new strip format that works…they can’t compete.

  6. Watched the encore of Secrets and Lies last night on Eleven, will be interested if it rated hidden there, but I’m converted and will watch next week.

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