Wednesday, May 6th, 2015 - Roy Morgan Research

This Mother’s Day, if you find yourself holding the remote in front of the TV next to your mum (or the mother of your children), think about the show you’ve put on: does she really love to watch it? Or perhaps there’s a hidden subtext in ‘Sure, you can watch the Port Adelaide match while I quietly fold your laundry in the same room’ or ‘Sure, put Jamie Oliver on—that way I get to watch a show about something I do 364 nights a year on the one night I don’t’.

In 2014, Roy Morgan Research surveyed almost 52,000 Australians—including over 8600 mothers with children still at home. When it comes to their TV preferences, there are some big differences between the shows mothers really love, the shows they watch because a partner or child wants to, and the shows they watch because there’s nothing better on.

Big Bang Theory was the most-loved TV show last year, among mothers as well as the total population. 16.3% of mothers say they really love to watch Big Bang Theory, but another 5.9% only watch it because others in the household want to.

Other shows beloved by mothers include Downton Abbey (13.8% really love to watch it), Revenge (12.2%), The Block (11.9%), My Kitchen Rules (11.1%), Offspring (11.0%) and Love Child (10.7%).

But 8.2% of mothers watch Top Gear, 6.1% watch Seven Weeknight News, and 5.9% watch Hardcore Pawn just because someone else wants to. 7.2% of mothers will sit through Disney Movies, but live sport broadcasts (mostly AFL) make up half the Top 10 shows mothers watch for others.

And while many mothers do love Better Homes and Gardens (10.9%), more of them watch it only because there’s nothing better on (11.7%). Other shows that many mothers watch (but fewer love) include Jamie Oliver’s cooking shows, 60 Minutes, Border Security and Embarrassing Bodies. Although of course it depends on the film, mothers will generally watch Friday, Saturday and Sunday night movies when there’s no other option. So maybe, as the Scissor Sisters advised, you should take your mama (or baby mama) out all night, rather than make her watch Terminator 2 again.

Top 10 TV shows in 2014 by % of mothers who watch because…

I really love to watch it

Someone else wants to watch it

There's nothing better on

Big Bang Theory

16.3%

Top Gear

8.2%

Better Homes and Gardens

11.7%

Downton Abbey

13.8%

Football AFL Friday Night

8.0%

Jamie's Comfort Food

9.3%

Revenge

12.2%

Football AFL Saturday Night

7.2%

Saturday Night Movie (9)

8.8%

The Block

11.9%

Disney Movie

7.2%

60 Minutes

8.2%

My Kitchen Rules

11.1%

Cricket

6.4%

Friday Night Movie (9)

8.1%

Offspring

11.0%

Football AFL Saturday Afternoon

6.2%

Embarrassing Bodies

8.0%

Better Homes and Gardens

10.9%

Seven News Weeknights

6.1%

Sunday Night Movie (9)

7.9%

Love Child

10.7%

Big Bang Theory

5.9%

Border Security

7.4%

Criminal Minds

10.3%

Hardcore Pawn

5.9%

Jamie's 30 Minute Meals

7.2%

Mrs Brown's Boys

9.8%

Football AFL Sunday Afternoon

5.9%

Saturday Night Movie (10)

7.1%

Source: Roy Morgan Single Source, January 2014 – December 2014, sample n = 8,602 women partnered or single with children

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“Over two-thirds of mothers watch at least one show only because someone else in the home wants it on.

“Going beyond just ratings, Roy Morgan Research asks Australians which television shows they really love, which they only watch because someone else in the household watches it, and which they watch when there’s nothing better on. As well, as we ask people how much attention they pay when watching. Combined, we can use these metrics to provide TV programmers, content makers, brands and media buyers with comprehensive insights into engagement, not just reach.”

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Roy Morgan Research


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
P: 03 9224 5332
W: www.roymorgan.com

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mother's day television

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