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NETWORK 10 secures growth with total viewers in mid-year ratings report

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As we reach the halfway point of the Television year, Network 10 is making the claim of being the youngest commercial free-to-air network, with an average viewer age up to five years younger than its competitors.

In a mid-year ratings report released over the weekend, Network 10 is claiming to have five of the top 10 shows in under 50s, 25 to 54s and 16 to 39s.

Plus, the Virtual Australia (VOZ) dataset has revealed that the total national audience for key programs lifted a massive 62% from five-city metro overnight data.

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Network 10’s digital audiences are also increasing in 2022, with 10 Play having its biggest year ever, up 23% year-on-year, with more than 5.6 million registered users.

In addition to more exclusive content being added to the platform, 10 Play has seen enormous growth in live streaming, up 53% on the same point of 2021.

Network 10 is also home to the #1 multi-channel group in under 40s and kids. 10 Peach remains the #1 commercial multi-channel in its target demographic of 16 to 39s, while 10 Shake, Nickelodeon and Nick Jr. dominate daytime commercial kids viewing.

Daniel Monaghan, SVP Content and Programming, Paramount ANZ, said:

“Australians are consuming more content than ever before, across a plethora of platforms.

“Our continued focus on the under 50’s and key age groups is also reaping benefits with 10 securing five of the top 10 shows in under 50s, 25 to 54s and 16 to 39s so far this year – more than any other commercial network.”

I’m A Celebrity… Get Me Out Of Here! was #1 in its timeslot in total people and key advertising demographics in January, initiating 10’s 2022 success as the youngest network.

“This success and momentum continued with Gogglebox AustraliaAustralian SurvivorHave You Been Paying Attention?The Cheap Seats, and MasterChef Australia which conquered the key advertising demographics, while also enjoying phenomenal growth on 10 Play,” Daniel added.

Network 10’s performance in the first half of 2022 is testament to the many robust achievements across 10’s primetime schedule, encompassing the two biggest regular 8.30pm programs – Have You Been Paying Attention? and Gogglebox Australia.

Key content highlights across Network 10 and 10 Play included:

Have You Been Paying Attention?:

1.09 million total national audience.

#1 in its timeslot in total people and all key demos.

Biggest on demand audience ever. 64,000 7 Day BVOD audience, up 8% from 2021.

Biggest live stream audience ever. 21,000 live stream viewers, up 31% from 2021.

#1 show on 10 for the first half of 2022.

#1 regular 8:30pm show on television.

#2 entertainment show for the first half of 2022 in 25 to 54s and 16 to 39s. #3 in under 50s.

I’m A Celebrity… Get Me Out Of Here! Australia:

960,000 total national audience.

#1 in its timeslot in total people and all key demos.

Biggest live stream audience ever. 20,000 live stream viewers, up 25% from 2021.

#4 entertainment show for the first half of 2022 in under 50s, #5 in 25 to 54s, #6 in 16 to 39s.

Gogglebox Australia:

890,000 total national audience.

#1 in its timeslot in total people and all key demos.

#2 regular 8:30pm program on television.

#4 entertainment show for the first half of 2022 in 25 to 54s, #5 in 16 to 39s, #6 in under 50s.

Australian Survivor:

876,000 total national audience.

Biggest on demand audience ever. 128,000 7 Day BVOD audience, up 4% from 2021.

10 Play’s #1 show of 2022.

#4 entertainment show for the first half of 2022 in 16 to 39s, #5 in under 50s, #6 in 25 to 54s.

#2 in its timeslot in total people and all key demos.

According to the VOZ dataset, sponsors of Australian Survivor saw over 14% higher reach in key demographics with the inclusion of 10 Play audiences.

MasterChef Australia:

812,000 total national audience.

#1 in its timeslot in 25 to 54s and 16 to 39s.

69,000 7 Day BVOD audience, up 3% from 2021.

Biggest live stream audience ever. 21,000 live stream viewers, up 17% from 2021.

#7 entertainment show for the first half of 2022 in 16 to 39s. #8 in 25 to 54s and under 50s.

The Dog House Australia:

758,000 total national audience.

#2 in its timeslot in total people and all key demos.

The Cheap Seats:

Biggest total audience ever. 545,000 total national audience, up 7% on 2021.

#1 in its timeslot in under 50s and all key demos.

Biggest on demand audience ever, up 38% from 2021.

Biggest live stream audience ever, up 25% from 2021.

Would I Lie To You? Australia:

10’s biggest new show of the year!

485,000 total national audience.

#1 in its timeslot in under 50s and all key demos.

Ambulance Australia:

468,000 total national audience.

Biggest live stream audience ever, doubling from 2020.

First Dates Australia:

462,000 total national audience.

#2 in its timeslot in under 50s and all key demos.

Five Bedrooms:

409,000 total national audience.

Biggest live stream audience ever, up 167% from 2019.

The Project:

Reaches 2.85 million people every week.

Biggest live stream audience ever, up 45% from 2021.

The Project 7pm: 482,000 total national audience.

The Project 7pm: #1 in its timeslot in 16 to 39s.

10 News First:

436,000 total national audience.

Reaches 3.03 million people every week.

Biggest live stream audience ever, up 52% from 2021.

Australian Formula One Grand Prix:

761,000 total national audience.

#1 in its timeslot in total people and all key demos.

53% commercial share in total people.

60.8% commercial share in 16 to 39s, 56.9% in 25 to 54s and 56.4% in under 50s.

A-Leagues:

Isuzu UTE A-League Men’s season audience up 394% on the 2020-21 season average.

Liberty A-League Women’s season audience up 360% on the 2020-21 season average.

Isuzu UTE A-League Men’s Grand Final had 164,000 viewers nationally, up 34% on the 2021 Grand Final.

Isuzu UTE A-League Men’s season reached 4.7 million national viewers, up 225% on the 2020-21 season.

International Football – Socceroos and Commonwealth Bank Matildas:

Primetime Socceroos matches #1 in its timeslot in under 50s and all key demos.

Socceroos matches reached 2.26 million national viewers in 2022, and 4.3 million since 2021.

Commonwealth Bank Matildas matches reached 1.92 million national viewers in 2022.

Some of Network 10’s first half 2022 highlights include:

10 once again dominates the demos:

Five of the top 10 shows in under 50s, 25 to 54s and 16 to 39s – more than any other commercial network.

These shows include Have You Been Paying Attention?, Gogglebox Australia, I’m A Celebrity… Get Me Out Of Here! Australia, Australian Survivor and MasterChef Australia.

Multi-channels and Pay TV channels also dominate the demos:

#1 multi-channel group in kids and under 40s.

10 Peach: #1 multi-channel in 16 to 39s.

10 Shake: #1 multi-channel in 0 to 12s in day time.

#1 kids channels on commercial television, with a combined share of 79% of daytime kids viewing across 10 Shake, Nickelodeon and Nick Jr.

10 Play’s biggest year ever:

Total minutes viewed up 23% compared to the same point in 2021. Up 34% in 25 to 54s.

Live streamed minutes viewed up 53% compared to the same point in 2021. Up 67% in 25 to 54s.

One third of 10 Play content is exclusive to BVOD.

Registered users up 35% to 5.6 million.

Over 570,000 new male members since the launch of football on 10 Play.

But 2022 is far from over with Network 10’s second half schedule revealing an unrivalled line-up of brand new and returning Australian content.

Never before seen series Hunted AustraliaShaun Micallef’s Brain EisteddfodTraitors Australia, The Real Love Boat Australia, The Challenge Australia and The First Inventors will premiere on 10, while The Masked Singer AustraliaThe Bachelors AustraliaThe Amazing Race Australia2022 Melbourne Cup CarnivalAustralian MotoGPA-LeaguesSocceroos and Matildas matches will all make their highly anticipated return.

Daniel said:

“The second half of 2022 affords us with an incredibly strong line-up of brand-new content and returning Aussie favourites. And, it all kicks off in July with the gripping and adrenaline fuelled fugitive series Hunted Australia. Get ready to run!”

Lisa Squillace, National Sales Director, Paramount ANZ, added:

“Network 10’s continued ascendency in the most sought-after advertising demographics coupled with a strong and premium schedule that unveils new, never before seen Australian content for the second half of 2022 has seen an exceptional take up of advertisers and sponsorships.

“The future of audience consumption spans across all screens, making total content measurement and monetisation more important than ever for a world-leading entertainment company such as Paramount.

“We continue to deliver best-in-class, consistent, brand-safe, premium integrations for advertisers across all our platforms, supercharging these with several unique opportunities for advertisers and sponsors including a myriad of new offerings on 10 Play.

“Total TV gives the whole picture through VOZ, and we’re now able to identify what a lot of buyers and advertisers thought was the ‘lost’ TV audiences. We’ve reclaimed them and found them now through proper reporting.”

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Kevin Perry
Kevin Perryhttps://tvblackbox.com.au/author-kevin-perry/
Co-Creator and Editor of the TV Blackbox website, Kevin Perry is an experienced media commentator focused on TV Production, Consumer Tech, SVOD & Sports Broadcasting. Media enquiries please Call or Text 0428-275-111

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