10 refresh but Seven bags another week

Ratings: New logos & channel names prompt industry talk, but Seven wins on content.

The rebranding of multichannels ONE and ELEVEN as 10 Boss and 10 Peach respectively is yet to see any significant change, in the latest ratings week numbers.

Boss was up 0.1% on ONE while Peach was down 0.1% on ELEVEN and is doubtless awaiting content rather than cosmetic change.

With the finish line in sight, Seven bagged another week, winning 5 of 6 nights. The Block was easily the biggest show of the week at 2.02m for Nine.

SBS put in an improved performance on Saturday thanks to a Freddie Mercury documentary (which aired on ABC2 seven years ago), even seeing SBS’s primary channel pushing 10’s into fifth place.

Seven: 29.6
Nine: 28.1
ABC: 17.7
10: 16.5
SBS: 8.1

Primary channel:
Seven: 19.5
Nine: 19.2
ABC: 12.9
10: 11.5
SBS: 5.7

7mate: 4.3
9GO!: 3.9
7TWO: 3.6
9GEM / 10 Boss: 3.0
ABC Kids Comedy: 2.7
7flix: 2.2
9Life / 10 Peach: 2.0
ABC News: 1.5
SBS Food Network: 1.0
ABC ME: 0.6
NITV: 0.2

Seven won key demos 16-39, 18-49 and 25-54.

Seven won Monday – Saturday, Nine won Sunday. ABC bettered 10 on Sunday, Monday, Wednesday, Friday and Saturday.

Seven led in Melbourne, Brisbane, Adelaide & Perth. Nine held Sydney.

Best brands last week were:

Seven: Seven News (902,000), The Good Doctor (628,000), Bride & Prejudice (580,000) and Home and Away (578,000).

Nine: The Block (Winner Announced: 2.02m), Nine News (Sun: 934,000), 60 Minutes (797,000) and A Current Affair (657,000).

ABC: Australian Story (767,000), ABC News (Sun: 727,000), Four Corners (721,000) and Hard Quiz (679,000).

10: Gogglebox (722,000), Have You Been Paying Attention? (682,000), Ambulance Australia (613,000) and The Bachelorette (Wed: 537,000).

SBS: Freddie Mercury: The Great Pretender (288,000),  Tony Robinson’s Hidden Britain by Drone (287,000), Michael Portillo’s Abandoned Britain (272,000) and Britain’s Most Historic Towns (266,000).

Including this week there are just 4 more ratings weeks in the survey year.

10 Responses

  1. This might have been discussed previously but are the new channel names 10 Boss and 10 Peach extremely sexist with the 10Boss targeting male audiences and 10Peach targeting female audiences? Like Boss is the male and Peach is what a 1950s boss might call his female secretary? So I took a poll around our office and the answer was a definite yes, it is terribly sexist. Has this conversation been brought up before and I’ve missed it?

    1. It was certainly commented on ahead of Upfronts. 10 denies it, saying they are older / younger skewing. Boss is programmed with confident characters including Judge Judy, NCIS, CSI, SVU. Peach is aimed at Under 50s. I can’t explain how Peach is youthful in title.

  2. The names confuse me…not just Ten…I have to go looking for the number of the channel…and unless I really want to watch the show…I just throw up my hands and go watch iview or SBS on demand….As I have always said…it is just TV…I don’t want to have to work at it.

    1. A new name could be expected to create a slight buzz that might at least invite viewers to check out the current line-up in the EPG or flick over a few times to see what is new – otherwise why bother?

      But the current content is hardly inspiring – maybe it will all become clearer when the network attempts to be a point of difference over summer versus the endless sport on 7 & 9.

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