Nothing changes for the networks or their customers (being advertisers). This is all about removing transparency and the ability of media commentators and people like us to pass judgement.
And looking at this first set of figures they have been rather successful given how pointless these numbers are.
The scenario would be. Social Media picks up on ratings and posts “Big Brother only had 350,000 for its launch last night”. When in reality that was the 5-city number, does not include BVOD and an average over the broadcast. Now the headline number presented is peak audience, national audience and with some on-line viewers added as well. It’s about public perception.
I think we all know why this happened; 10 were too embarrassed about those Gladiators numbers so they had Grant infiltrate OzTam and muck up the ratings system to puff up Deal or No Deal before it becomes another victim of their periodical evening schedule shuffling.
David Gordon, you sly dog. It all makes sense now.
Two shows from the multi-channels made the list by the looks of it:
17th place was 7Mate’s showing of Session 2 of the Cricket (as the main channel airing of Session 2 was in 4th place), and 7Mate’s Pearl Harbour coming in 30th place.
Just odd they didn’t code it as 7Mate though. It was coded simply as Seven.
The top rated programs are listed via their network rather than their channel - same as OzTAM top 20; only the multichannel list showed the actual channel. Check back to when the midyear Ashes were on (18 June) and you will see them listed in the top 20 under Nine.
Glass half full perspective, it’s actually quite interesting that we can now discuss “retention” numbers of a show. Audience/reach x 100.
Example random sampling:
40.45% retention for Gladiators
42.41% retention for 10 news first 6pm
44.51% retention for Aus Open final
54.40% retention for Seven News
61.57% retention for Cricket session 2
63.88% retention for ABC news
66.26% retention for Nine News
69.34% retention for Tennis final presentation
So whilst we might not like the new reports, there’s still data that’s worth discussing. If we can agree on what % rate deems a successful show we now get to understand audience behaviour at a lower level.
Breakfast is also a great example, and expected lower % across the board given the nature of the shows. Retention below:
36.21% - Sunrise
35.55% - Today
34.28% - ABC
They’ve taken away data points that’s for sure, but we now have other metrics we can discuss and see a picture over time.
Whilst it’s not a 1:1 relationship for each individual viewer, it is a high level indicator of how “sticky” a tv show is.
I mentioned yesterday that the inclusion of reach is definitely interesting but it is no where near as useful as capital city and network % numbers were.
There is no reason they couldn’t adjust the existing “Total TV” chart to include reach in it.
To be fair Breakfast TV is probably the one area where reach is a fairer measure as people are tuning in and out throughout the morning in line with their own morning routine with very few watching the entire show. 1 minute reach is not giving as useful data as say a 5 minute reach would though.
Primetime wise the national TV average is certainly the fairer figure, and despite all the “world first” stuff from OzTam most other countries already reported a national figure too and the UK has certainly included BVOD for a couple of years now.
Losing the city breakdown though is dumb - when how statistics are reported is changed to include less information there is something they’re trying to hide. Considering how historic the Sydney v Melbourne markets have been important it is baffling to exclude that. Will it remain in the officials a week later?