Multichannel Survey 2019: 10 Peach, 10 BOLD.

Since last year’s Multichannel Survey, 10 has rebranded its two multichannels as 10 Peach and 10 BOLD.

The biggest difference is from ONE targeting Men 25 and older to 10 BOLD home to People over 40. That’s seen a big lift in its ratings share with shows such as NCIS sometimes topping multichannel overnights.

10 Peach

BRAND IDENTITY: Life’s peachy! Young, bold and quirky shows live on 10 Peach. Entertaining the younger 16 to 39 audience, 10 Peach showcases a mix of Australian and international content. It’s home to Australia’s longest running serial drama, Neighbours plus iconic international sitcoms like Seinfeld, Two And A Half Men and Will & Grace. 10 Peach’s line-up also includes cheeky realities such as Dating Naked and hilarious stand-up comedy specials. 

TARGET DEMOGRAPHIC:  People 16 to 39.

FORMAT / TECH PLAYOUT: MPEG 2

RATINGS SHARE / DEMO PERFORMANCE (Channel overall): 3.6% commercial share year to-date in 16 to 39s (6pm to 10.30pm) and 2.8% in total people. #3 commercial multi-channel in daytime (9am to 6pm).

Source: OzTAM, 5 City Metro, Prime Time 1800-2230 S-S, Daytime 0900-1800 M-F, Consolidated 7 day. Commercial Multi-Channels include 7TWO, 7mate, 7Flix, 7 Food Network, 9GO, 9Gem, 9Life, 10 Peach and 10 Bold.

KEY FIRST RUN TITLES: Neighbours, The Loop, Nancy Drew, Charmed, This Is Us and Supernatural.

FIRST-RUN AUSTRALIAN CONTENT: Neighbours and The Loop.

RECENT SUCCESS STORIES (Titles): Since its July launch, Seinfeld has lifted 10 Peach’s 7pm to 8pm timeslot 30 percent in audience and 0.7 commercial share points, compared with the same period last year. Two And A Half Men launched in January 2019 and due to its success, we’ve extended its strip to include Sundays. 10 Peach’s 8pm to 9pm timeslot has lifted 27% in audience and 0.5 commercial share points since the move, compared with the same period last year. Neighbours is up 36% in BVOD audience on 10 Play compared with its 2018 average.

Source: OzTAM, 5 City Metro, Two And A Half Men: Weeks 34 to 38. Seinfeld: Weeks 27 to 38. Consolidated 28 where available. Neighbours: OzTAM VPM Ratings (7 Day BVOD). Consolidated 7day.

UPCOMING KEY TITLES: We’ve just announced Friends will be joining 10 Peach. Nancy Drew, Naked Beach, Seatbelt Psychic, The Neighbourhood, Emmylou Loves, Two and a Half Men (ongoing), Seinfeld (ongoing), Will & Grace (ongoing), Neighbours (ongoing). 

UPCOMING CHANGES TO PLAYOUT / NEW CHANNELS: N.A. 

10 Bold

BRAND IDENTITY: With straight up premium entertainment, 10 Bold skews towards the over 40s. It’s a mix of scripted and factual entertainment, as well as local and international sports. 10 Bold’s line-up includes observational docos such as Bondi Rescue and David Attenborough and established procedural crime dramas such as Law & Order: SVU and NCIS. Sports fans can also watch the MotoGP and Formula One live and free.

TARGET DEMOGRAPHIC:  People over 40

FORMAT / TECH PLAYOUT: MPEG 2

RATINGS SHARE / DEMO PERFORMANCE (Channel overall): 10 Bold is enjoying a massive 33 weeks of prime time audience growth and 35 weeks of commercial share growth. 10 Bold is up 12 per cent year on year in prime time. 10 Bold has achieved a 4.1% commercial share in prime time (6pm to 10.30pm) year to-date, and 4.5% in people over 40. #2 commercial multi-channel in daytime (9am to 6pm).

Source: OzTAM, 5 City Metro, Prime Time 1800-2230 S-S, Daytime 0900-1800 M-F. Growth based on Weeks 1-38 2019 vs. 2018. Consolidated 7 day. Commercial Multi-Channels include 7TWO, 7mate, 7Flix, 7 Food Network, 9GO, 9Gem, 9Life, 10 Peach and 10 Bold.

KEY FIRST RUN TITLES: Hawaii Five-0, Madam Secretary, Seal Team, MacGyver and Live MotoGP. 

FIRST-RUN AUSTRALIAN CONTENT: iFish, Reel Action, Snap Happy, Escape Fishing with ET and Mighty Machines. 

RECENT SUCCESS STORIES (Titles):  10 Bold’s success has been driven by the year on year growth of key titles such as Hawaii Five-0 (up 61%), NCIS: Los Angeles (up 52%), Bondi Rescue (up 31%), CSI: Miami (up 15%), David Attenborough’s Natural World (up 11%), iFish (up 7%) and MacGuyver (up 6%).

UPCOMING KEY TITLES: LA’s Finest S1 and Madam Secretary (final season).

UPCOMING CHANGES TO PLAYOUT / NEW CHANNELS: N.A.

10 Comments:

  1. “Sports fans can also watch the MotoGP and Formula One live and free.”
    So 10Bold are going to start showing live Formula 1 races again? That’s great news

    • which is ironic given the Fox Sports deal doesn’t expire till the end of 2022 season. Same with 10, that deal expires not this year but 2022. Despite some reports as being this year.

  2. Jᴏʜɴɴʏ 1ᴘ5

    Be interesting to see how this all plays out up against TEN doing their upfronts this coming Thursday and if indeed they’ll be launching MTV Aust as a new multichannel. More in regards to how it plays out against 10 Peach as given MTV isn’t really just Music Television any more you’d think it’ll be targeting the same 16 to 39 audience as Peach … guess we’ll know in 3 days.

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