Tuesday, May 8th, 2012 - Roy Morgan Research
The latest Roy Morgan Single Source data reveals a vastly different profile for the television audience attracted by each of the two biggest cooking programs, Network 10’s MasterChef Australia and the Seven Network’s My Kitchen Rules.
Although both programs deliver large television audiences, the particular characteristics of each audience are quite different; e.g. more than 40% of MasterChef Australia viewers are ‘Big Spenders’ (in terms of their discretionary expenditure), compared to less than 35% of My Kitchen Rules viewers.

Discretionary Expenditure Level

Source: Roy Morgan Single Source, January-December 2011 (n = 18,935).  Discretionary Expenditure segments are based on a respondent’s discretionary expenditure level, taking into account elements such as credit cards, entertainment, household appliances & furniture, mobile phones & internet, travel & accommodation, leisure activities, personal services, internet purchasing, fast food, wine, and proposed spending on items such as a new car, as well as considering household income.

Data for the 12-month period January-December 2011 also reveals that, compared to the Australian population 14+, MasterChef Australia viewers are more likely to be tertiary educated, married with chidren, AB socio-economic Gen Xers who shop at big department stores. Conversely, My Kitchen Rules viewers are more likely to be older, less confident consumers who shop at discount retailers and tend to me more worried about physical issues such as their cholesterol level and weight.

The following table highlights some of the key differences between the audiences of the two programs.

Viewer Profiles: MasterChef Australia, My Kitchen Rules (compared to Australians 14+)

Source: Roy Morgan Single Source, January-December 2011 (n = 18,935). *Respondents to alcohol questions are aged 18+. ‘Viewer Profiles’ are based on variables for which viewers of that program index more highly (compared to Australians 14+).

The data indicates that MasterChef Australia viewers are more likely to be avid shoppers interested in fashion and trends.  In an average four week period MasterChef Australia viewers are also more likely to buy clothing, accessories and decorator items for the home, shopping at big department stores and retailers such as Rebel Sport, Ikea and JB Hi-Fi.

George Pesutto, Industry Director – Media, Roy Morgan Research says:
“Although both cooking programs attract mass audiences, each one has quite a distinct audience profile, suggesting that they appeal to very different types of people.

“MasterChef viewers are quite active consumers, who would be a highly attractive audience for brands and retailers across a wide range of categories.  As a marketing vehicle, MasterChef offers access to a valuable group of more affluent consumers with a higher discretionary spend.”


An extensive range of detailed TV program profiles includes MasterChef Australia and My Kitchen Rules.

An extensive range of detailed Media Profiles across Internet, social media, television, pay TV, radio and more provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

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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.

Vaishali Nagaratnam
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TV cooking shows, Master Chef, My Kitchen Rules



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