Multichannel Survey: 7TWO / 7mate / 7flix
Seven has 2 of the top 3 multichannels with UK drama, male & female-skewing content.
- Published by David Knox
- on
- Filed under News, Top Stories
In the second of the annual Multichannel Survey features, we look to Seven which has 2 of the top 3 multichannels.
These include programming of top British content, plus channel that skew separately to men & women.
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 of Great British mystery drama.
Target Demographic: People 35+
Format / Tech Playout: (Did not respond)
2020 Ratings Share / Demo Performance:
7TWO is going from strength to strength growing share YOY
• Averaging a 4.5% Commercial Share, up 0.4 points YOY
7TWO provides the broad female alternative
• Number 1 for W35+ in 2020
• Growing W35+ Share YOY
Key First Run Titles: Murdoch Mysteries, World’s Most Secret Homes
First-Run Australian Content: (Did not respond)
Recent Success Stories : Miss Scarlet and the Duke, Father Brown, Murdoch Mysteries, The Coroner, Escape To The Country
Upcoming Key Titles: The Yorkshire Vet, Harbour Cops, Wild Bill
Upcoming Changes to Playout / New Channels: (Did not respond)
7mate
Brand Identity: 7mate caters for all male viewers and offers a broad 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: (Did not respond)
2020 Ratings Share / Demo Performance:
7mate continues to be the dominant Multi for key demos
• Number 1 for P25-54, P16-39 and P18-49
7mate is the destination for young male viewing dominating its target demo of M16-54
• SYTD Commercial Share of 8.1%
• 2.8 points more than any other multi channel
Key First Run Titles: Full Custom Garage, Pawn Stars, Counting Cars, American Pickers, Outback Truckers, Fat Pizza: Back In Business, Housos 2020, Regular Old Bogan, Aussie Salvage Squad, Aussie Lobster Men, Desert Collectors
First-Run Australian Content: Outback Truckers, Fat Pizza: Back In Business, Housos 2020, Regular Old Bogan, Aussie Salvage Squad, Aussie Lobster Men, Desert Collectors
Recent Success Stories: Outback Truckers, Pawn Stars, Family Guy, American Dad
Upcoming Key Titles: Housos 2020, Regular Old Bogan, Full Custom Garage, Aussie Lobster Men
Upcoming Changes to Playout / New Channels: (Did not respond)
7flix
Brand Identity: 7flix caters for all female viewers and offers a broad range of drama, comedy, reality, docusoap and, of course, movies.
Target Demographic: Women 16-54
Format / Tech Playout: (Did not respond)
2020 Ratings Share / Demo Performance:
7flix has grown audience with key younger demos in 2020
• Growing both people 16-39 & P18-49
o 4.3% share of P16-39, up 1.3 points YOY
o 3.9% Share of P18-49, up 0.8 YOY
Key First Run Titles: Ink Master, Say Yes To The Dress Atlanta, My Crazy Birth Story
First-Run Australian Content: (Did not respond)
Recent Success Stories: The Simpsons, The Mentalist, Modern Family
Upcoming Key Titles: (Did not respond)
Upcoming Changes to Playout / New Channels: (Did not respond)
4 Responses
Seven have done a really good job with their multi-channels, appealing to different demo groups.
When is Regular Old Bogan going to air? 7Mate have been advertising it as coming soon so long it’s getting beyond a joke. Wouldn’t Doc Martin also be a success? I’m missing my fix of early Home and Away.
The target audience is quite confusing with some of these channels, and the way Networks try to fit everyone into neat boxes flies in the face of diversity.
7mate for instance have a target audience of 16-54. A 50 year old person’s interests would in most cases be much closer to a 60 or even 70 year old than a 16-20 year old. An 80 year old petrol head would also be much more likely to watch Graveyard Carz than a 20 year old Gamer.
It is bad enough that 7mate is really a southern state channel with the Victorian Rules taking over in winter, but why is the women’s sports shown on 7mate and not on 7flix?
Mate’s demographic is males with a tinnie in one hand and a remote in the other. It gets sport, including womens, because it is broadcast in HD and people expect to look for spillover sport on 73.
They haven’t shown S3 of Frankie Drake. I will watch the S2 of Miss Scarlett and the Duke, but it hasn’t even been filmed yet. Other than thank don’t care about the rest of their shows.