Momentum is a powerful thing in the world of television and channel 10 is the clear leader out-of-the-gate this year… but can they keep it up?
Even if you haven’t been paying too much attention to your TV screen this summer, there’s no doubt you’re aware a group of celebrities are taking part in a TV show set in the (not) jungle.
I’m A Celebrity Get Me Out Of Here! has not only dominated the ratings, but has also dominated news websites.
Just yesterday The Daily Mail had at least seven stories about the series on its front page, with 4 grouped together in the sidebar.
Magazines are clamouring to find new angles on the camp mates.
Basically, IAC is the hottest property in Australia right now.
It’s been a clear strategy by 10 to start the year off early, with a bang. And this year the planets have aligned to give IAC pride-and-place of our television viewing habits.
Each night, the show is the #1 entertainment show and has lifted 10’s primary channel share to the point where it even beat Channel 9. According to the number crunchers at 10, the series is achieving its biggest audience since 2017 and its highest commercial shares ever.
This year the Series Total Audience is 889,000 viewers, up 4% compared with the 2020 series average and the show is #1 in its timeslot in total people, under 50s and all key demos.
In a world of diminishing audiences, that’s really impressive.
Head of Programming, 10 ViacomCBS, Daniel Monaghan, told TV Blackbox:
“We’re thrilled with how I’m A Celebrity… Get Me Out Of Here! is performing.
“It is achieving its highest ever commercial shares and is achieving its biggest total audience since 2017. And, it continues to dominate its timeslot in total people, under 50s and all key demos, beating all its competitors.
The big question is: what is it about this season that’s connecting with audiences?
There is no doubt this is one of the best casts the show has ever had. The range of characters is diverse but they somehow work together really well. Toni Pearen and Ash Williams are the standouts but are well supported by a group of celebrities who are all holding their own (with special mentions to Grant Denyer and Abbie Chatfield).
As Monaghan continues:
“It has been fantastic to see how viewers have reacted and engaged with our celebrities. It is providing much needed fun, laughter and humour in these tougher times and is escapism at its best.
“But, it’s not over yet. We still have some more celebrities joining the Aussie jungle and plenty in store for our brave campmates.”
The key for 10 is to keep the momentum going in what will become a very competitive market.
Seven is set to launch Holey Moley on Feb 1 up against 10’s Amazing Race. Nine will be airing some Who Wants To Be A Millionaire specials to fill its schedule up until the delayed Australian Open starts on Feb 8.
Then it will really be game on.
Nine will come out after that with an all new season of Married At First Sight. 10 will need to counter the audience appetite for that show and the big promotional push Holey Moley has been receiving.
It will be tough, but 10 are in the best position they’ve been in years.
By all accounts The Amazing Race ticks all the boxes and is great entertainment and sources have told TV Blackbox that upcoming game show The Cube with Andy Lee is compelling television. We’ve heard stories of production staff glued to the monitors as the recordings have taken place. Apparently, this is addictive television like we’ve never seen before.
While last year certainly was problematic for 10 in the ratings race, there were bright spots including MasterChef (which defied all logic and built its audience despite losing the original judges) and The Masked Singer (which had to deal with COVID-19 production issues).
To be successful, a network needs a solid foundation and 10 have slowly been rebuilding their schedule brick-by-brick. So it’s going to be interesting to see how they go this year.
When all the networks are strong the ultimate winner is the viewer.