Multichannel Survey 2016: ELEVEN / ONE

Neighbours-21

As the importance of Multichannels continues to prove crucial to network ratings success, TV Tonight presents the fourth annual focus on the content and brand of each.

Since last year’s survey there have been three new multichannels added: 9Life, 7flix and SBS Food Network.

We begin the week with TEN’s youth-friendly channel ELEVEN and the male-skewing ONE.

Last year ELEVEN targeted 13-29 year olds, but it has since expanded to 16-39. ELEVEN is the top-rating daytime multichannel with key titles including Neighbours, Bondi Ink Tattoo Crew and US titles including American Horror Story, The Simpsons, Supernatural, Crazy Ex-Girlfriend and Empire. Still to come are The Grinder, Brain Dead and American Gothic.

ONE has improved its daytime performance by 68% on 2015 after revamping its daytime schedule. Amongst its primetime titles are The Americans, Last Man Standing, Big Bash League, Formula One and MotoGP. Upcoming titles include The Unstoppables, new seasons of Bear Grylls: Mission Survive and Zoo plus Heath Franklin comedy Chopper’s Republic Of Anzakistan.

Here are the responses from TEN:

ELEVEN

BRAND IDENTITY: The home of fun and bold entertainment for a distinctly youthful audience, ELEVEN showcases a mix of Australian and international content for people 16 to 39.

TARGET DEMOGRAPHIC: People 16 to 39.

RATINGS / PERFORMANCE RESULTS:

  • ELEVEN is the #1 multi-channel in day time (9am-6pm Mon-Fri) in total people and 16 to 39s.
  • ELEVEN is the #1 multi-channel in prime time in women 16 to 39s.
  • Neighbours: 209,000 viewers – the #1 regular local series on the multi-channels and #1 in its timeslot across the multi-channels in total people and 16 to 39s.
  • The All New Simpsons: 152,000 viewers. #1 in its timeslot across the multi-channels in 16 to 39s.
  • How I Met Your Mother: 114,000 viewers. #1 in its timeslot across the multi-channels in 16 to 39s.
  • New Girl: 106,000 viewers. #1 in its timeslot across the multi-channels in 16 to 39s.
  • Bordertown: 104,000 viewers. #1 in its timeslot across the multi-channels in 16 to 39s.

KEY FIRST RUN TITLES:

  • Neighbours
  • Bondi Ink Tattoo Crew
  • The Simpsons
  • Supernatural
  • American Horror Story
  • Crazy Ex-Girlfriend
  • Empire
  • Bob’s Burgers
  • Sleepy Hollow
  • New Girl
  • Jane The Virgin
  • Dating Naked
  • The Late Late Show with James Corden
  • Scream Queens

UPCOMING FIRST RUN TITLES:

  • Bob’s Burgers Season 6
  • The Grinder
  • Brain Dead
  • American Gothic

RECENT SUCCESS STORIES:

  • How I Met Your Mother – Monday to Friday at 7.30pm. 
  • The Simpsons, Monday to Friday at 7pm.

FIRST-RUN AUSTRALIAN CONTENT:

  • Neighbours
  • Bondi Ink Tattoo Crew

CATCH-UP SHOWS FROM PRIMARY CHANNELS:

  • MasterChef Australia
  • Have You Been Paying Attention?
  • Gogglebox
  • The Graham Norton Show
  • The Bachelor Australia
  • The Bachelorette Australia

PREMIUM HD CONTENT: N/A

FORMAT / TECH PLAYOUT: MPEG2

PLANS OR INTENT TO SWITCH PRIMARY CHANNEL TO HD: A simulcast of the primary TEN channel started on 2 March 2016.

Chopper's Republic of Anzakistan -0

ONE

BRAND IDENTITY: The home of premium entertainment for men 25 and older, ONE content is a mix of premium scripted and reality programming, as well as local and international sports.

TARGET DEMOGRAPHIC: Men 25 and older.

RATINGS / PERFORMANCE RESULTS:

  • Since revamping its day time line-up earlier this year, ONE is the #1 multi-channel in day time in men 25 and older and #2 in total people (behind ELEVEN).
  • ONE’s day time audience is up 68% year-on-year.
  • ONE is the #2 multi-channel in prime time in men 25 and older, up from #4 in 2015.
  • ONE’s day time successes includes Jake and The Fatman, MacGyver and Walker, Texas Ranger, all #1 in their timeslots in total people and men 25 and older.
  • David Attenborough Specials: 142,000 viewers, #1 in its timeslot across the multi-channels in men 25 and older.
  • Monday night movies: 164,000 viewers. #1 in its timeslot across the multi-channels in men 25 and older.
  • 48 Hours: 123,000 viewers.
  • M*A*S*H: 134,000 viewers. #1 in its timeslot across the multi-channels in men 25 and older.
  • Last Man Standing: 104,000 viewers.

KEY FIRST RUN TITLES:

  • Undercover Boss US
  • Last Man Standing
  • Minority Report
  • Megafactories
  • Last Man On Earth
  • The Americans
  • 48 Hours
  • Formula One
  • MotoGP
  • Women’s Big Bash League (2015-16 summer; for the 2016-17 summer, 10 of the 12 WBBL matches Network Ten will broadcast will be on TEN, with two on ONE)
  • KFC Big Bash League (some matches run on ONE in Perth only)

UPCOMING FIRST RUN TITLES:

  • Car Crash Britain
  • The Unstoppables
  • Bear Grylls: Mission Survive Series 2
  • Undercover Boss UK
  • Zoo Season 2

RECENT SUCCESS STORIES:

  • Men of Action Fridays, airing the original series of MacGyver and Walker, Texas Ranger.
  • Monday night 8.30pm movies; recent ones include Scarface, The Patriot, Spy Game and Braveheart.

FIRST-RUN AUSTRALIAN CONTENT:

  • Chopper’s Republic Of Anzakistan (launches 26 June)
  • Women’s Big Bash League (2015-16 summer; for the 2016-17 summer, 10 of the 12 WBBL matches Network Ten will broadcast will be on TEN, with two on ONE)
  • KFC Big Bash League (some matches run on ONE in Perth only)

CATCH-UP SHOWS FROM PRIMARY CHANNELS: N/A

PREMIUM HD CONTENT: N/A

FORMAT / TECH PLAYOUT: MPEG2

PLANS OR INTENT TO SWITCH PRIMARY CHANNEL TO HD: A simulcast of the primary TEN channel started on 2 March 2016.

16 Comments:

  1. Armchair Analyst

    I dont mind 11 i watch it when i am at home. I dont quite see the point of old sitcoms on 11 the onces that are aimed at ;younger audiences. 11 seemingly is not that much of a youth channel since its expanding their demos. I would much rather see classic youth content. One on the other hand has improved although they are showing shows which were on Nine (Walker Texas Ranger) and Seven (MacGyver). I think Cheers belongs on One not on 11 because of the content of the show and the actors. 11 has quite tight restrictions because its a joint venture between Ten and CBS.

  2. What makes MASH and Last Man Standing shows that are aimed at men? Both shows are watched very regularly here, especially by the females.

  3. Elevens daytime schedule is good because of its consistency. I realised they were aiming at older audiences because my Dad in his 70s is a regular viewer. He watches Raymond, King of Queens and Becker. None of these sitcoms really appeal to me. And I never got the appeal of Hogans Heroes and MASH, there are so many other classic sitcoms from the 60s and 70s i’d rather see.

  4. Secret Squïrrel

    I am dizzy from all that spin. I don’t imagine that blokes who watch TV during the day would be a lucrative advertising market.

    Need to add “occasionally” to Formula One.

  5. The other week in an article on TEN needing to improve their multichannels I criticised ELEVEN’s daytime schedule, but it sounds like I was very wrong given it is the highest rating daytime multichannel. I guess that shows I don’t watch daytime TV! But in saying that, if ELEVEN is a ratings success during daytime then why does their evening share…for a lack of a better word…suck? Obviously the ratings show HIMYM and The Simpsons have been good additions to the line-up, but obviously the ratings for programs 8:30pm< are failing otherwise why else the low rating share? Perhaps some cross promotion is needed.

    • I was just looking at their daytime programming. I can see why some people may watch Medium, Judging Amy as I remember they were popular with some people who I know would be at home to watch that. But then I turn my nose up at Becker, King of Queens, Frasier. I was going to add Everybody loves Raymond as that always on, but I think its still popular. I just never liked it.

      But I think now with Netflix there’s so many more options and you don’t have to rely on commercial tv.

  6. I’m surprised by ELEVEN’s daytime ratings. The only show I may watch or record is Dr Quinn. The late afternoon shows don’t interest me. I sometimes watch Undercover Boss on ONE, but I think that’s the only show I watch on there.

  7. Aussiecam58

    Strange how both are number in daytime yet fail to gain momentum in the evening. In Elevens case their schedule remains much the same since it started. From memory the then Ten boss said they wanted 11 to be it’s own stand alone channel with its own programs. Not quite got there with encores of primary channel content. One on the other hand has been changing and evolving over time. Still unsure Ten knows what this channel is suppose to target.

  8. One: No mention of The McCarthy’s that was yanked from the line-up and no mention if and when they will bring back Graceland, The League, Last Man on Earth, The Biggest Loser USA, Man Seeking Woman, Ripper Street and Sex&Drugs&Rock&Roll. Promised titles such as Backstrom and Rosewood are yet to appear.
    Eleven: No mention of a second season of You’re the Worst or Fresh of the Boat or season 5 of House of Lies

    • I absolutely loved the first season of You’re the Worst and was devastated when it was pulled after a few episodes, but was thrilled when it returned from the beginning and had a straight run all the way through. But I agree, why is there no notice of it being a first-run title which will be returning? And I also agree with Sex&Drugs&Rock&Roll and House of Lies – two other multichannel shows which I love which have no news. I think TEN really need to put more dedication towards the first-run titles they have so that they can keep their remaining audiences and then try and promote other shows to boost the channels shares.

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