MasterChef Australia: Back To Win plates up a winning season

MasterChef Australia: Back To Win plates up a winning season

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• Biggest launch episode audience since 2015
• Biggest season audience since 2016
• Biggest Winner Announced audience since 2016
• Biggest Grand Finale audience since 2016
• Biggest series commercial shares since 2011
• Biggest digital audience ever

With a sprinkle of Jock, a dash of Mel and a pinch of Andy, MasterChef Australia: Back To Win plated up extraordinary ratings success in its 12th season.

Throw in a teaspoon of Katy Perry, a dollop of Gordon Ramsay and a Hibachi grill and MasterChef Australia: Back To Win proved a recipe for success.

An average national audience of 2 million viewers watched as Emelia was crowned the winner of MasterChef Australia: Back To Win, representing the biggest audience for The Winner Announced segment since 2016 and the biggest entertainment audience in 2020. The audience peaked at 2.08 million.

Earlier in the evening, an average national audience of 1.64 million viewers watched the final cook-off between Laura and Emelia, the biggest Grand Finale audience since 2016.

With three new judges in Jock Zonfrillo, Melissa Leong and Andy Allen, a cast of returning favourites determined to win and unexpected production circumstances due to COVID-19, the 2020 season of MasterChef Australia: Back To Win plated up an average total season audience of 1.11 million viewers, up 46% year-on-year, making it the biggest season since 2016.

The season also achieved its biggest ever digital audience on 10 Play averaging 66,000 viewers across seven days and up 27% on the 2019 season.

Records were broken from night one with the national launch audience of 1.65 million the biggest since 2015.

ViacomCBS Australia & New Zealand chief content officer and EVP, Beverley McGarvey, said: “The success of MasterChef Australia: Back To Win has been remarkable. There is no doubt Australia’s celebration, obsession and love of food is still strong.

“We were thrilled to welcome Jock, Melissa and Andy to the MasterChef family, and so too were audiences. Their combined culinary credentials coupled with their passion and sheer joy for food, and their relentless enthusiasm to explore ingredients, preparation and cooking methods really resonated.

“I would like to thank Jock, Melissa and Andy for their commitment, sincerity and passion. They have been a true pleasure and delight to watch. Their kindness and warm rapport with the contestants have just been wonderful.

“This year also proved the perfect opportunity to bring back familiar and much loved MasterChef alumni, our 24 talented and passionate former contestants, who absolutely outdid themselves everyday with exceptional, extraordinary and delicious cooking. I would like to sincerely thank and congratulate each one of them for such a heart-warming and incredible season.

“And of course, a special congratulations to Emelia on being crowned the winner of MasterChef Australia: Back To Win.

“I would also like to extend my sincere thanks to Marty Benson and his team, and to all our friends and production partners at Endemol Shine Australia who, through exceptionally trying circumstances due to the COVID-pandemic, were able to rise to the challenge as always and produced a brilliant, quality show in a safe environment.

“Finally, I would like to say a big thank you to everyone at Network 10 who has contributed to the success of this season, particularly executive producer Rick Maier.”

In the key advertising demographics, MasterChef Australia: Back To Win reigned supreme as the #1 show in its timeslot in under 50s, 25 to 54s, 16 to 39s and 18 to 49s across its run.

The show achieved its biggest audiences in under 50s, 25 to 54s, 16 to 39s and 18 to 49s since 2016 and its biggest commercial shares in under 50s, 25 to 54s and 18 to 49s since 2011. In 16 to 39s, it had its biggest share since 2010.

Network 10 and ViacomCBS chief sales officer, Rod Prosser, said: “Again we have seen audiences and brands engage in another highly compelling season. The advertiser integrations across the show, proves the credibility and influence of the MasterChef Australia brand in the Australian psyche.”

Key commercial partners this year included Coles, a2 Milk™, Harvey Norman, Bulla, Bupa, Maggi, Horticulture Australia, Deliveroo, eBay and Jacob’s Creek.

Coles chief marketing officer, Lisa Ronson, said: “We’re so proud of our 12-year association with MasterChef Australia. It is one of the most successful and enduring partnerships in Australia.

“Each and every year, the show continues to support the Coles brand in creative and innovative ways. This season, in particular, we were delighted to welcome the new judges and favourites back to win and are pleased that audiences have responded so positively to the season, particularly during the difficult circumstances presented.

“We look forward to continuing our partnership with the MasterChef Australia brand into the future,” she said.

Deliveroo’s head of marketing and operations, Jodi Ingham, said: “This year MasterChef Australia resonated with Australians like never before. We saw searches for chicken feet skyrocket when the unique ingredient was revealed from Melissa’s Mystery Box. The first-ever Deliveroo challenge during Twist Week sent Twitter into a meltdown and we all shed a tear when Poh Ling Yeow was eliminated.

“As the world has changed around us, MasterChef Australia has given us all moments of joy and it has allowed us a platform to remind the public that Deliveroo is here to deliver,” she said.

Rod continued: “It’s incredible that after 12 years, MasterChef Australia is still delivering highly meaningful and impactful campaigns for our partners. I’d like to thank all our sponsors for their support this season. And, in particular, Coles, who from the very first season has been an important and dedicated partner of MasterChef Australia.”

Beverley added: “This isn’t the last we’ll see of the MasterChef Australia kitchen this year. We’re looking forward to welcoming back the three judges and a new generation of cooks when Junior MasterChef Australia returns to our screens for a special event season later this year.”

MasterChef Australia: Back To Win

At a glance:

  • 2020 season average, total audience, national: 1.42 million, biggest since 2016 and up 43% year on year.
  • 2020 season average, total audience, capital cities: 1.11 million, biggest since 2016 and up 46% year on year.
  • 2020 season average, television, national: 1.35 million, biggest since 2016 and up 44% year on year.
  • 2020 season average, television, capital cities: 1.04 million, biggest since 2016 and up 47% year on year.
  • 2020 season average, BVOD: 66,000, biggest digital audience ever. Up 27% year on year.
  • 2020 season: #1 entertainment program on social media during its run

Source: OzTAM 5 City Metro, Regional combined aggregate markets, April 13-July 20 2020, Consolidated 7. Reach based on Network 10, includes encores. OzTAM 7 Day VPM (BVOD), Nielsen Social Content Ratings, ranked on total interactions.

 

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