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“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.

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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.”

You can read more here.

4 Responses

  1. I’m always amused at the look of bewilderment and confusion on peoples faces when I tell them I only watch FTA. Struggle with finding time to watch that, let alone adding streaming services to the list.

  2. FTA TV is in decline. This started when VHS allowed people to record and skip adds, then increased when DVRs arrived improving efficiency of ad skipping. When the internet started offering other options it declined even faster. Then advertisers started moving ads from TV to targeted internet advertising following viewers. Over the last decade total viewers have declined by a further 35%. By starting up lots of secondary channels to compete against Foxtel and target different demographics, the networks fragmented the smaller audiences reducing the ability to deliver very large audience in advertisers preferred demographics. Back in the early 90s 2m in 5MC Overnights was a successful show, now it’s 300k. There is increasing viewing on catch-ups but to use targeted advertising you need a profile on every viewer. Facebook, Google etc. control those and take a large share of the revenue for them. Viewing is moving to Neflix, Disney, Amazon and 30 other streamers.

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