Thursday, December 15th, 2011 - Roy Morgan Research
According to the latest Roy Morgan Single Source data (October 2010 – September 2011), of all the regular programs on television in 2011, Packed to the Rafters and Downton Abbey recorded the highest number and greatest proportion of the most attentive, engaged TV viewers.
 

According to OzTam, the top 5 programs in 2011 (based on the highest average ratings across the five metro cities) were:

1. Australia’s Got Talent (Tuesday) Seven Network

2. Downton Abbey Seven Network

3. Packed to the Rafters Seven Network

4. The Block (Sunday) Nine Network

5. MasterChef Australia (Monday) Network Ten

Analysis of Roy Morgan Single Source data on these programs enables us to look beyond ratings and demographics data, to ascertain the level of engagement of a TV program’s audience, in terms of the audience’s attention level, their primary motivation for watching, and even if they love that program.


TV program attention levels


Source: Roy Morgan Single Source, October 2010 - September 2011 (n = 18,581). Data comprises all metro & regional markets. Note: Attention levels for The Block are based on a net total average across Monday – Friday.


For example, in terms of the level of attention paid by program viewers, Packed to the Rafters (ranked #3 on OzTam’s total average ratings) actually ranked #1 in terms of the most viewers who ‘pay a lot of attention’ when watching the program (1.505m). Likewise, 2011 newcomer Downton Abbey not only has a similarly high number of viewers who pay a lot of attention when viewing (1.494m), but it also boasts the highest proportion of viewers who pay a lot of attention (78% a lot, 4% not much).


TV program involvement: Attitudes to program viewing


Source: Roy Morgan Single Source, October 2010 - September 2011 (n = 18,581). Data comprises all metro & regional markets. Note: TV program involvement is measured by program name only.


‘Involvement’ is more about why viewers watch a program – and how they feel about it – and their level of engagement. Eg. Are they watching because they especially choose to? Or because someone else in the household wants to? Or are they just watching that program because there is nothing better on at the time?


TV program involvement: Australians 14+ who “really love this program


Source: Roy Morgan Single Source, October 2010 - September 2011 (n = 18,581). Data comprises all metro & regional markets. Note: TV program involvement is measured by program name only.


Of the top five regular TV programs (that recorded the highest average metro ratings, based on OzTam data), Packed to the Rafters showed the highest number of Australians 14+ who agreed that they “really love this program”, followed by MasterChef Australia, then Downton Abbey. In terms of gender split among those who “really love” these programs, all of the top five programs skewed heavily towards women. In fact, Downton Abbey and Packed to the Rafters have the highest representation of females – comprising 79% and 78%, respectively – of those who really love these programs. Compared to men, women also had the highest attention levels and most often nominated “I especially choose to watch this program” for all of the top five highest rating regular TV programs.


George Pesutto, Industry Director – Media, Roy Morgan Research says:

“This data demonstrates expected variations in attention levels across genres of programs.  Serial weekly dramas or comedies – like Packed to the Rafters and Downton Abbey – tend to deliver a more engaged audience, whilst reality programs (particularly those that are screened every weeknight, like The Block or MasterChef) are more likely to have a higher proportion of viewers who pay some or not much attention.

“With increasing choices for marketers, and much more accountability in campaigns, it is becoming more and more important to understand such nuances between media options, such as the attention Australians pay when viewing TV programs or consuming other media.

“Marketers can decide whether attaching their messages to vehicles with higher attention levels can deliver them greater cut-through. Of course, this can also have implications for creative, and the pressure to deliver communications that meet the expectations of an engaged audience.”

An extensive range of Roy Morgan profiles of people who watch various TV programs includes viewers of the Big Bang Theory, Packed to the Rafters, Top Gear, Two and a Half Men, NCIS and many more.

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
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Packed to the Rafters and Downton Abbey recorded the highest number and greatest proportion of the most attentive, engaged TV viewers.

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