Network 10’s prime time audience soars 18%. Scores biggest first half commercial share since 2011.
First Half 2020 Audience Report. Weeks 1 to 26, 2020. Consolidated 7 Days.
- Biggest first half growth of any network or channel.
- Biggest first half commercial share since 2011.
- Year-on-year commercial share growth every week in 2020.
- Five of the top 10 shows in under 50s, 25 to 54s, 16 to 39s and 18 to 49s – more than any other network.
- Nine of the 10 local prime time shows with year-on-year audience growth.
- Digital audiences surge.
Network 10 has achieved its biggest first half commercial shares in nine years, capturing a bigger share of total viewers and viewers aged under 50 and in the key demographics of 25 to 54s, 16 to 39s and 18 to 49s since 2011.
Network 10’s prime time commercial shares as at 27 June, 2020 were:
| Demographic | Commercial share |
| Under 50s | 30.6% |
| 25 to 54s | 30.4% |
| 16 to 39s | 32.0% |
| 18 to 49s | 31.3% |
The network has grown its year-on-year commercial share every week this year and its audience in the last 23 consecutive weeks. 10 Bold has had a remarkable 73 consecutive weeks of year-on-year growth, while 10 Peach has had 23 consecutive weeks of year-on-year growth.
Network 10 and Channel 10 experienced the biggest growth across the first half of any network or channel in Australia year-on-year.
Across the period, Network 10 grew 18% and Channel 10 grew 19% year-on-year while 10 Bold was up 19% (the biggest audience increase of any commercial multi-channel) and 10 Peach was up 13%. 10 Bold was the #1 commercial multi-channel in total people and #1 in its target market of over 40s and 10 Peach was #1 in its target market of 16 to 39s.
Network 10 continued its audience growth story from the second half of 2019 and has achieved 10 consecutive months of year-on-year commercial share growth.
The growth in the first half of 2020 is attributed to strong performances across 10’s prime time schedule including:
- MasterChef Australia: Back To Win is currently up 46% compared to its 2019 average and is achieving its biggest audience since 2016.
- Australian Survivor: All Stars lifted 10’s audience in its timeslot by 49% compared to 2019.
- Have You Been Paying Attention? is currently up 9% compared to its 2019 average. It also achieved its biggest season launch ever.
- I’m A Celebrity…Get Me Out Of Here! was up 8% compared to its 2019 season, achieving its highest commercial share ever.
- The Project is currently up 25% compared to its 2019 average and is achieving its biggest audience since 2017.
- The Sunday Project is currently up 30% compared to its 2019 average and is achieving its biggest audience ever.
- Ambulance Australia was up 16% compared to its 2019 average and achieved its biggest audience since 2018.
- 10 News First is currently up 15% compared to its 2019 average and is achieving its biggest audience since 2017.
- Gogglebox Australia was up 8% compared to its 2019 average and achieved its biggest audience since October 2017.
- How To Stay Married was up 13% compared to its season one average in 2018.
- Hughesy, We Have A Problem was up 11% compared to its 2019 average.
Chief content officer and EVP of ViacomCBS Australia and New Zealand Beverley McGarvey said: “We are continuing to grow strongly. Our 50 weeks of general entertainment programming strategy this year is paying off. It began in the very first week of 2020 with the launch of I’m A Celebrity…Get Me Out Of Here! on 5 January, a week earlier than 2019. This season saw an improved performance on 2019’s successful season, cementing its place as a premium entertainment option for audiences over January.
“The success of our refreshed first quarter this year continued the success and momentum we had at the end of 2019, with Australian Survivor: All Stars, Ambulance Australia, Gogglebox Australia and Dancing With The Stars all collectively lifting 10’s timeslot audiences this year.
“In March, like the rest of the world, we had to navigate the challenges of a global pandemic and adapt our production methodologies to ensure we could overcome the specific issues we faced as a news, production and entertainment business. Therefore, it was especially encouraging to see Australians turn to 10 to be informed and entertained with 10 News First, The Project and MasterChef Australia: Back To Win attracting big audiences.
“The strong performances continued with Have You Been Paying Attention?, which launched to its biggest season premiere audience ever. And, Australian scripted shows The Secrets She Keeps and How To Stay Married performed brilliantly,” she said.
“Our laser focus on the under 50s and key age groups is also reaping benefits, with 10 securing five of the top 10 shows in under 50s, 25 to 54s, 16 to 39s and 18 to 49s so far this year – more than any other network.
“We have seen some incredible competition in this first half across the commercial free-to-air TV networks, which is great news for the overall TV landscape. The competition is set to heat up when we launch our fourth channel later this year. The channel will strengthen our under 50s programming and boost our network share.”
Network 10’s digital audiences are also surging this year with 10 Play having its biggest year ever, up 25% year-on-year. The growth can be attributed to additional exclusive content being added to the platform, but also record broadcast video on-demand (BVOD) audiences for 10 shows.
So far this year, the following shows have achieved their biggest BVOD audiences ever:
- MasterChef Australia: Back To Win.
- I’m A Celebrity…Get Me Out Of Here!.
- Australian Survivor: All Stars.
Beverley continued: “The success of our shows this year meant strong digital audiences on our digital platforms too, with 10 Play recording its biggest year so far. The great thing about this result is that it also reflects the additional investment in exclusive content we have made on the platform. We will continue to look for opportunities to boost our digital proposition for audiences.”
Network 10 and ViacomCBS chief sales officer Rod Prosser said: “Our growth this year has truly been remarkable. It’s clear – audiences are switching to 10.
“The success of our programming has also been reflected in our revenue. Since October 2019, Network 10 has seen eight consecutive months of year-on-year revenue share growth. When you look at BVOD, our average revenue growth over the last 10 months exceeds 40%, the biggest of any network.
“In 2020, we are delivering consistent, brand-safe and highly integratable environments for advertisers across all our platforms,” he said.
“We are also continuing to strengthen our commercial proposition with the addition of MTV, Nickelodeon – the #1 kids brand – and Nick Jr. to our brand portfolio, all of which have seen audience growth since March 2020. The new MTV music channels which go live on 1 July will also expand our offering into the music genre.
“In addition, over the last few months, we have supercharged the opportunities available for advertisers with the launch of Effect, a premium, integrated marketing solutions business, a dedicated direct and independent agency team and a whole new digital experience including a Premium Pause product on 10 Play, a non-intrusive, high-impact way for brands to integrate online.
“There is so much more to come as we reap the benefits of the ViacomCBS integration in Australia and New Zealand. We can’t wait to have you all along for the ride,” Rod said
There is still more great content to come in 2020 including Bachelor In Paradise, The Bachelor Australia, The Bachelorette Australia, The Masked Singer, Junior MasterChef, Gogglebox Australia, Drunk History Australia, Bondi Rescue, The Living Room, the Melbourne Cup Carnival, the Bathurst 1000, the MotoGP World Championship, Wallabies Tests including the Bledisloe Cup, plus more Have You Been Paying Attention?, The Sunday Project, The Project and the crowning of the 2020 winner of MasterChef Australia: Back to Win.
Some of Network 10’s first half 2020 highlights include:
10 dominates the demos:
- Five of the top 10 shows in under 50s, 25 to 54s, 16 to 39s and 18 to 49s – more than any other network.
- These shows were MasterChef Australia: Back To Win, Have You Been Paying Attention?, I’m A Celebrity…Get Me Out Of Here!, Australian Survivor: All Stars and Gogglebox Australia.
Growing audiences for 10’s shows:
- 10 had nine of the top 10 local prime time shows with year-on-year growth, including the top five.
- These were MasterChef Australia: Back To Win, The Sunday Project, The Project, Ambulance Australia, Bondi Rescue, Have You Been Paying Attention?, Gogglebox Australia, Hughesy, We Have A Problem and I’m A Celebrity…Get Me Out Of Here!.
10 Play breaking records:
- Total minutes viewed up 25% compared to the same point of 2019.
- Total live streamed viewed up 199% compared to the same point of 2019.
- Total unique visitors up 22% compared to the same point of 2019.
10’s shows get people talking:
- 10 had four of the top 10 entertainment programs of 2020 in the Nielsen Social Content Ratings: MasterChef Australia: Back To Win, I’m A Celebrity…Get Me Out Of Here!, Australian Survivor: All Stars and Neighbours.
- I’m A Celebrity…Get Me Out of Here! 2020 series generated a total of 1.24 million social media interactions, up 23% on its 2019 season.
- Australian Survivor: All Stars generated a total of 992,000 social media interactions, up 41% on its 2019 season.
- MasterChef Australia: Back To Win has generated a total of 3.6 million social media interactions so far, up 84% on its 2019 season.
10 All Access is getting bigger:
- More than 10,000 episodes.
- April 2020: Biggest month ever for subscriber sign ups.
- May 2020: Biggest month ever for minutes streamed.
10 Speaks turns up the volume:
- Six new podcasts in 2020, taking the total to 13.
- These were Australian Survivor: Talking Tribal, Hughesy, We Have A Problem, Starstruck With Angela Bishop, The Reality Bite: Jungle Nights, Ramsay Beat and 10 News First Person.
Source: OzTAM 5 City Metro, Jan 1 to June 27 2020, 18:00-22:30, Consolidated 7, Week 26 lifts based on overnight. Top local programs exclude sports, specials, minimum count 2 episodes, Nielsen Social Content Ratings, Jan 1 to June 27 2020, excludes Sport/News. OzTAM National VPM, Jan 1 to June 20 2020 vs. 2019, Minutes viewed, Adobe Analytics Video Unique Visitors.