“500,000 for overnight sets you up well as a hit show.”
Data exec at Paramount ANZ makes the case for BVOD and the ratings required for primetime success.
Gareth Tomlin general manager of data, insights and analytics at Paramount ANZ, has given an interview around television ratings, BVOD and demos.
Speaking to B&T he said 10’s focus is on 25-54 demos, because advertisers buy demographics.
Broadcast Video on Demand numbers (which covers both Catch-Up and FTA live streaming), published by OzTAM in both rolling day report and Total TV a week after broadcast, often adds 30% to a show’s key demos. Tomlin would like to see BVOD numbers reported alongside Overnights.
So what constitutes a success in his view?
“Everyone has an emotional attachment to one million viewers, but there are hidden numbers we don’t publicise as well,” he said.
“A show like Masked Singer that got to a million viewers last year and I’m A Celebrity can pull those numbers, but you have to wait seven days for BVOD.
“MAFS was obviously doing a million a night in the metro, and it shows the potential for all shows at the top of their cycle. But I think 500,000 for overnight sets you up well as a hit show.”
Asked whether a show pulling less than 500,000 is ‘the kiss of death’ he replied, “We’ve had shows do lower numbers like 300,000, but we waited for the total audience, and then you’re talking about 500,000 viewers.
“300,000 a night isn’t a death knell for that show. Sponsors buy reach across the entire programme. So it depends on the ultimate reach across the 12-week cycle.”
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