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Multichannel Survey 2018: 7mate / 7TWO / 7flix

7mate & 7TWO top the year in total people across all multichannels.

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All this week TV Tonight is publishing its 7th annual Multichannel Survey, highlighting content and performance other than the noisy primary channels.

This year there are new developments and rebranding.

We begin with Seven’s three multichannels with everything from Aussie trucking to US animation and classic British mystery dramas.

7mate

BRAND IDENTITY:
7mate caters for all male viewers and offers a great range of live sport, comedy, animation, blockbuster movies and is the home of many top rating factual programs.

TARGET DEMOGRAPHIC:
Men 16-54

FORMAT / TECH PLAYOUT:
SD MPEG2

RATINGS / PERFORMANCE (Channel):
7mate is the #1 FTA multi-channel for year to date in Total People, P25-54 and 7mate’s target audience M16-54. 7mate has increased its audience by 12% YoY in Total People and up +5% in M16-54.

KEY FIRST RUN TITLES:
Outback Truckers, Full Custom Garage, Pawn Stars, Ink Master, The Simpsons, Family Guy, American Dad, Storage Wars, American Pickers, American Restoration, Yukon Gold, Ice Road Truckers.

UPCOMING FIRST RUN TITLES:
Aussie Salvage Squad, Outback Opal Hunters, Mine Kings, Highway Thru Hell.

RECENT SUCCESS STORIES (Content):
Outback Truckers continues to perform strongly and resonate to our target audience. Airing its 6th season, this program has attracted an average audience of over 200,000 viewers across metro markets. The Simpsons has been a great addition to our Wednesday night animation line-up, with new episodes ranking #1 in the slot for multi-channels M16-54. 7mate’s AFL telecasts continue to go from strength to strength, with night matches regularly ranked #1 in its timeslot for FTA multi-channels.

FIRST-RUN AUSTRALIAN CONTENT:
Outback Truckers, Aussie Salvage Squad, Outback Opal Hunters, Talking Footy (MAP).

KEY CATCH-UP SHOWS FROM PRIMARY CHANNELS:
Nil

UPCOMING CHANGES TO PLAYOUT / NEW CHANNELS:
Nil

Source: OzTAM (Metro). 1800-2400 Sun-Sat. YoY growth based on Wks 1-25 2018 v Wks 1 -25 2017. 2018 FTA Multi-channel Regular Program Ranking (incl. ABC/SBS multi-channels): Wks 1-25 2018 (excl. Sports telecasts, News & Current Affairs & One-off specials). Metro FTA Multi-channel Timeslot Ranking (excl. primary channels). Sydney International Tennis: 07-13/01/2018. PyeongChang 2018 Winter Olympics: 09/02-25/02/2018. 2018 AFL Season: 22/03-23/06/2018 (excl. pre/post shows). Metro FTA Commercial Share (excl. SBS) (%). Metro One-off sport/special telecast Ranking: Wks 1-25 2018. Data: Consolidated (Live + As Live + TSV28).

7TWO

BRAND IDENTITY:
7TWO offers a broad selection of programs covering a variety of genres including; the best new lifestyle content, factual entertainment as well as being the home for Great British drama.

TARGET DEMOGRAPHIC:
People 35+

FORMAT / TECH PLAYOUT:
SD MPEG2

RATINGS / PERFORMANCE (Channel):
7TWO is the #1 FTA multi-channel for year to date in 7TWO’s target audience (People over 35). 7TWO is #2 FTA multi-channel for year to date in Total People. 7TWO has increased its audience by around +4% YoY in Total People, P35+. 7TWO and 7mate are the only two commercial multi-channels that increased audience this year (in both primetime and all day).

KEY FIRST RUN TITLES:
Murdoch Mysteries, Bargain Hunt, Escape to the Country, Better Homes and Gardens, Building the Dream, Inside Kings Cross: The Railway

UPCOMING FIRST RUN TITLES:
Australia’s Amazing Homes, Peter Andre’s 60-minute Makeover, Paddington Station 24/7, The Yorkshire Vet, Honey I Bought the House, Britain’s Busiest Airports

RECENT SUCCESS STORIES (Content):
7TWO’s Great British Mystery drama Lewis being the #1 FTA multi-channel drama for year to date.

FIRST-RUN AUSTRALIAN CONTENT: Australia’s Amazing Homes, Better Homes and Gardens, Intolerant Cooks, Vasili’s Garden, Great Australian Doorstep

KEY CATCH-UP SHOWS FROM PRIMARY CHANNELS:
Minimal daytime catch up content.

UPCOMING CHANGES TO PLAYOUT / NEW CHANNELS: n/a

Source: OzTAM (Metro). 0600-2400 & 1800-2400 Sun-Sat. YoY growth based on Wks 1-25 2018 v Wks 1 -25 2017. 2018 FTA Multi-channel Regular Program Ranking (incl. ABC/SBS multi-channels): Wks 1-25 2018 (excl. Sports telecasts, News & Current Affairs & One-off specials). Metro FTA Multi-channel Timeslot Ranking: 04/04-15/04/2018. Metro Network Reach Estimate based on Metro for 1 minute viewed of Gold Coast Comm Games telecasts occurred on 7TWO between 04/04-15/04/2018. Data: Consolidated (Live + As Live + TSV28).

7flix

BRAND IDENTITY:
7flix is a Movie and Entertainment channel targeting younger Females with a mix of Movies, Drama and Comedy.

TARGET DEMOGRAPHIC:
Women 16-54

FORMAT / TECH PLAYOUT:
SD MPEG2

RATINGS / PERFORMANCE (Channel):
7flix has maintained a similar audience share YoY in its target audience (Women 16-54) while increasing its share in People 25-54 and Men 16-54. 7flix is the 4th ranked multi-channel in every key demographic.

KEY FIRST RUN TITLES:
Code Black, Marvel’s Agents of S.H.I.E.L.D, Once Upon a Time, How to Get Away with Murder, Scandal

UPCOMING FIRST RUN TITLES:
Nil

RECENT SUCCESS STORIES (Content):
Triple Criminal Minds episodes on Thursday nights continue to resonate with our 7flix audience, with an average audience hovering around 120,000 metro viewers.

FIRST-RUN AUSTRALIAN CONTENT:
Nil

KEY CATCH-UP SHOWS FROM PRIMARY CHANNELS:
Not in Primetime but regular daytime encores scheduled.

UPCOMING CHANGES TO PLAYOUT / NEW CHANNELS:
Nil

Source: OzTAM (Metro). 1800-2400 Sun-Sat. Metro FTA Share (%). YoY growth based on Wks 1-25 2018 v Wks 1 -25 2017. Metro Weekly Average Reach based on consecutive 5 minutes viewed of 7flix during primetime (1800-2400). Data: Consolidated (Live + As Live + TSV28).

19 Responses

  1. I have to laugh at channels aiming at a particular demo. I just choose the show I want to watch, and I don’t match any of those demos.

    Just put good shows on and people of all ages and sexes will watch.

  3. I’d love if 7two brought back Son’s and Daughter’s from the start. My Mum wouldn’t let me watch it when I was little. We had to watch A Country Practice. Which was good but when it comes to drama nothing beats S&D!

    1. 7TWO already aired Sons & Daughters in its entirety – it finished up about 2 years ago.
      Seven are also airing double episodes on Sunday mornings at 4.00am.

  5. 7flix have always had Wednesdays and Thursdays down pat. Other nights however are up/down ever since they lost Big Bang re-runs, in saying that, movies seem to pull better shares than the first run US shows they keep trying and then bumping (e.g.) look how strong 7flix was on Friday and Saturday night.

    1. Yeah they do, it’s just that week by week we see what they call key demo’s there is: 35-49, 35-54 and 35-64 which count quater hour results here is an OzTam explanation: oztam.com.au/documents/Other/Quarter%20Hr%20Aud%20Data%20Files%20-%20Latest.pdf

  7. Why can’t 7flix add another Key First Run Title in Hit US Sitcom The Goldbergs? I’m Sick of Seven putting it on then taking it off everytime, At least New EPs would work a Treat on Flix.

  11. Listing Outback Opal Hunters as a first-run title is fair, but also listing it as “first-run Australian content” is a bit cheeky, given its already aired and been rerun on Discovery Channel. Its first-run on 7mate for FTA sure, but not first-run in Australia.

    That said, there’s no denying that Seven seem to have the most successful multichannel strategy at the moment.

  12. It’s great 7 picked up Simpsons when 10 lost the rights. I’ve been enjoying this latest season. I’d like to see played episodes from the 1st and those not yet available on DVD (19, 21-28). I’m really missing Bob’s Burgers and the early years of Home and Away.

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