NETWORK 10 2021 AUDIENCE REPORT - ViacomCBS ...
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NETWORK 10 2021 AUDIENCE REPORT
January’s #1 show 7% year-on-year
TV’s biggest 8.30pm show Commercial TV’s second
biggest 8.30pm show
11% bigger than 10 Play’s biggest series in 2021
Junior MasterChef
TV’s #1 special 10 Play’s biggest ever
entertainment event live stream audience
10 had more of the top programs in key demographics
– eight of the top 15 programs in 16 to 39s and six of
the top 15 programs in under 50s and 25 to 54s.
10 Play 12% year-on-year #1 commercial multi-channel in
kids and daytime. 28%.
#2 commercial multi-channel #1 commercial multi-channel
in 16 to 39s
Network 10 continued to capture the attention and imagination of audiences and the key advertising
demographics in 2021 with a 28.8% share in under 50s, 30.3% in 16 to 39s and 28.9% share in 25 to 54s.
Network 10’s share has grown since 2019, up 1.2 points in total people, 3.0 points in 16 to 39s and 2.4
points in 25 to 54s.
With over 58% of 10’s audience under 55 and an audience five years younger than that of its
commercial competitors, it has more of the top programs in key demographics, boasting eight of the
top 15 programs in 16 to 39s and six of the top 15 in under 50s and 25 to 54s.
6pm – 10.30pm Audience Profile 10 Nine Seven
0-24 11% 10% 10%
25-54 47% 37% 34%
55-64 20% 20% 20%
65+ 22% 33% 36%
10’s audience is not only younger, but also more affluent. 59% of 10’s audience have a household
income over $90,000 a year, compared to 50% of Nine’s audience and just 45% of Seven’s.
In 2021, Virtual Australia (VOZ) revealed the true total audiences of 10’s key programs. Compared
to their metro overnight audience, programs like Australian Survivor, Have You Been Paying
Attention?, The Masked Singer Australia and Gogglebox Australia gained over 60% more
audience with the inclusion of on demand, live stream and regional viewing.
10 Had Strong Performances Across Its Prime-Time Franchises I’m A Celebrity… Get Me Out Of Here! dominated summer. It was the #1 show in January, with a national total audience of 1.17 million tuning in. Celebrating its highest ever commercial shares, with a massive 41% commercial share in under 50s, I’m A Celebrity… Get Me Out Of Here! won its timeslot every single night. It also enjoyed its biggest ever 7 Day Total audience and its biggest ever BVOD audience, 14%. Oprah With Meghan And Harry reigned as the #1 special entertainment event of 2021 boasting a national total audience of 2.36 million. #1 in its timeslot, it was 10’s biggest prime time special audience since 2011. Plus, it was crowned the biggest ever program on 10 Play with 421,000 viewers. Have You Been Paying Attention? had audiences paying attention with a national total audience of 1.09 million. #1 in its timeslot, Have You Been Paying Attention? was commercial television’s biggest regular 8.30pm program. It also delighted in its biggest ever on demand audience ( 84%), as well as its biggest ever live stream audience ( 45%). Australian Survivor: Brains V Brawn touted a national total audience of 1.08 million, 7%. It achieved its biggest ever on demand audience ( 19%) and its biggest ever live stream audience ( 191%). It was 10 Play’s #2 series of 2021 and 10’s #2 regular program of 2021 in 16 to 39s. The Masked Singer Australia not only unmasked the biggest local and international stars in 2021, but it also unmasked a national total audience of 960,000. It was #2 in its timeslot in under 50s and 16 to 39s. It revelled in its biggest ever BVOD audience ( 35%). Gogglebox Australia was #1 in its timeslot, with a national total audience of more than 936,000 tuning in to see their favourite couch critics. Enjoying its biggest ever BVOD audience ( 22%), Gogglebox Australia was commercial television’s second biggest regular 8.30pm program. Todd Sampson’s Mirror Mirror reflected a national total audience of 922,000 and was #1 in its timeslot in under 50s, 16 to 39s and 25 to 54s. It recorded the biggest ever audience for a factual series on 10 since 2016. MasterChef Australia cooked up a national total audience of 918,000. #1 in its timeslot in 16 to 39s and #2 in total people, under 50s and 25 to 54s, MasterChef Australia also enjoyed its biggest ever live stream audience ( 29%). The Amazing Race Australia was #2 in its timeslot and attracted a national total audience of 875,000. It also profited from its biggest ever BVOD audience, 74%. Celebrity MasterChef Australia cooked up a national total audience of 865,000, 11% compared to Junior MasterChef Australia in 2020. It was #2 in its timeslot in total people, in under 50s, 16 to 39s and 25 to 54s. Its BVOD viewers were 81% on Junior MasterChef Australia.
The Dog House Australia found its fur-ever home on 10 with a national total audience of 850,000. #2 in its timeslot in total people, under 50s, 16 to 39s and 25 to 54s, it lifted 10’s Tuesday timeslot by 19%. The Bachelor Australia took flight with a national total audience of 729,000. It was #1 in its timeslot in 16 to 39s. It was also popular among the younger demographics, placing in the top 10 shows in 16 to 39s. 2021 Lexus Melbourne Cup Race crossed the finish line with a national total audience of 1.88 million. It was #1 in its timeslot with an 83.4% commercial share and also boasted its biggest ever live stream audience on 10 Play, 17%. Football: Socceroos vs. Saudi Arabia kicked goals with a national total audience of 609,000. It was #1 in its timeslot in total people, under 50s, 16 to 39s and 25 to 54s. It also had the biggest ever football audience on 10 Play. The Bachelorette Australia found its happily ever after with a national total audience of 582,000 and was #1 in its timeslot in 16 to 39s. BVOD viewers were 13%. It found love as 10 Play’s biggest series in 2021. The Cheap Seats proved you don’t need the best seats in the house to secure a national total audience of 508,000. #1 in its timeslot in 16 to 39s and 25 to 54s, it lifted 10’s Tuesday timeslot by a massive 24%. 10 News First continued to inform with a national total audience of 502,000. #1 in its timeslot in 25 to 54s, it also experienced its biggest ever live stream audiences, 64%. The Project delivered news differently with a national total audience of 480,000. The Project 7pm was #1 in its timeslot in under 50s, 16 to 39s and 25 to 54s. It is TV’s youngest skewing evening news and current affairs show, with its average viewer aged 10 years younger than its competitors. Plus, it had its biggest ever live stream audiences on 10 Play, 53%. The Living Room enjoyed a national total audience of 449,000 and was #2 in its timeslot in women. It also enjoyed its biggest ever BVOD audiences, 11%.
Digital Audiences Grew 12% Network 10’s digital audiences grew this year with 10 Play experiencing its biggest year ever, 12% year-on-year. Its growth can be attributed to additional exclusive premium content and locally commissioned programs being added to the platform, as well as record BVOD audiences for 10 shows. 10 Play’s registered users have grown 44% so far in 2021 to 4.82 million and are on course to grow to over 5 million by the end of 2021. The following shows have achieved their biggest BVOD audiences ever: Have You Been Paying Attention? 74% on 2020. How To Stay Married 67% on 2020. 10 News First 64% on 2020. The Project 53% on 2020. Australian Survivor: Brains V Brawn 36% on 2020. The Masked Singer Australia 35% on 2020. Gogglebox Australia 22% on 2020. I’m A Celebrity… Get Me Out Of Here! 14% on 2020. The Living Room 11% on 2020. The Lexus Melbourne Cup was 10 Play’s biggest ever live stream audience, 17% on 2020. 10 Bold was the #2 commercial multi-channel and #2 in its target demographic of people over 40. 10 Peach was the #1 commercial multi-channel in its target demographic of 16 to 39s, and its prime-time audience was 1% on 2020. 10 Shake was 28% in prime-time, 56% in daytime and was the #1 commercial multi-channel in kids in daytime. Across Nickelodeon, Nick Jr. and 10 Shake, 10 ViacomCBS boasts the #1 commercial kids’ channels on television, commanding an 83% share of daytime kids’ commercial TV channels viewing. Beverley McGarvey, Chief Content Officer and Executive Vice President, ViacomCBS Australia and New Zealand, said: “Our content across all platforms in 2021 provided us with growth and strong shares in the key advertising demographics. From I’m A Celebrity… Get Me Out Of Here! to Australian Survivor, Have You Been Paying Attention?, The Dog House Australia and Celebrity MasterChef Australia saw our tentpole programs all deliver strong audiences in those key demographics.”
“We are extremely proud of our programming across our platforms. It is premium, bold, courageous, engaging and innovative. We take risks and we will continue to do so, because for us as a business, it is integral we continue to reflect all Australians, both in front of and behind the camera.” “Our position as leaders in escapist entrainment was further strengthened this year as we delivered a consistent 50-week schedule. Our content continued to resonate with viewers. Content that is familiar, brand-friendly, celebrates and rewards talent and achievement, and taps into the under 50s.” “We reached more than 15 million Australians every month. Not only is 10 Play having its biggest year ever, up 12%, but 2021 also saw the successful launch of our SVOD platform – Paramount+ which surpassed all expectations. We continue to provide unique, innovative and seamless integration opportunities across all our platforms.” “Our ability to evolve and meet the demands of the market and our viewers is reflected in our revenue share and growth. This momentum and motivation to make premium entertainment content across all platforms, will only continue in 2022.” “And, we will continue to make very significant investments in all content across all our platforms. Our balance sheet allows us to take advantage of short-term tactical opportunities while maintaining a long-term vision. We are interested in serving our audiences and clients today and into the future across all distribution platforms and are very well placed to do so.” Rod Prosser, Chief Sales Officer, ViacomCBS Australia and New Zealand, said: “2021 saw several of our tentpole programs across both linear and BVOD gain share in our key demographic of under 50s.” “VOZ has revealed the hidden audience – the incremental reach that brings back the viewers we never lost.” “Our ability to efficiently and effectively target our key demographic of under 50s, has ensured that not only is our total premium revenue across our key prime-time franchises up on 2020, but our revenue share has continued to grow in 2021.” “Clients, wanting to target the key advertising demographics in a consistent and brand- safe environment, have activated more integrated partnerships than ever before, more efficiently with less wastage.” “In 2022, we will be back with a schedule that is confident and consistent boasting another 50 weeks of programming entertainment strategy, which will all kick off with Julia Morris and Chris Brown putting celebrities through their paces when I’m A Celebrity… Get Me Out Of Here! premieres on Monday, 3 January.”
10’s 2021 HIGHLIGHTS: 10 Dominated The Demos. Top 15 Entertainment Shows. Weeks 1 to 48, 2021. 10 Had 6 Of The Top 15 Shows In Under 50s Rank Program Network AUD 1 MARRIED AT FIRST SIGHT Nine 581,000 2 LEGO MASTERS Nine 576,000 3 THE VOICE Seven 547,000 4 THE BLOCK Nine 479,000 5 AUSTRALIAN SURVIVOR 10 454,000 6 I'M A CELEBRITY 10 427,000 7 HAVE YOU BEEN PAYING ATTENTION? 10 420,000 8 BEAUTY AND THE GEEK Nine 396,000 9 AUSTRALIAN NINJA WARRIOR Nine 387,000 10 THE MASKED SINGER AUSTRALIA 10 362,000 11 GOGGLEBOX 10 343,000 12 PARENTAL GUIDANCE Nine 328,000 13 BIG BROTHER Seven 318,000 14 CELEBRITY APPRENTICE Nine 316,000 15 THE AMAZING RACE AUSTRALIA 10 315,000 10 Had 6 Of The Top 15 Shows In 25 to 54s Rank Program Network AUD 1 MARRIED AT FIRST SIGHT Nine 568,000 2 THE BLOCK Nine 468,000 3 THE VOICE Seven 461,000 4 LEGO MASTERS Nine 440,000 5 HAVE YOU BEEN PAYING ATTENTION? 10 422,000 6 AUSTRALIAN SURVIVOR 10 409,000 7 I'M A CELEBRITY 10 389,000 8 BEAUTY AND THE GEEK Nine 359,000 9 GOGGLEBOX 10 344,000 10 AUSTRALIAN NINJA WARRIOR Nine 304,000 11 PARENTAL GUIDANCE Nine 300,000 12 CELEBRITY APPRENTICE Nine 299,000 13 MASTERCHEF AUSTRALIA 10 298,000 14 TRAVEL GUIDES Nine 298,000 15 THE AMAZING RACE AUSTRALIA 10 296,000
10 Had 8 Of The Top 15 Shows In 16 to 39s
Rank Program Network AUD
1 MARRIED AT FIRST SIGHT Nine 289,000
2 AUSTRALIAN SURVIVOR 10 250,000
3 THE BLOCK Nine 232,000
4 HAVE YOU BEEN PAYING ATTENTION 10 231,000
5 THE VOICE Seven 222,000
6 LEGO MASTERS Nine 209,000
7 BEAUTY AND THE GEEK Nine 184,000
8 GOGGLEBOX 10 173,000
9 I'M A CELEBRITY 10 172,000
10 THE BACHELOR AUSTRALIA 10 168,000
11 THE MASKED SINGER AUSTRALIA 10 160,000
12 MASTERCHEF AUSTRALIA 10 158,000
13 THE AMAZING RACE AUSTRALIA 10 148,000
14 PARENTAL GUIDANCE Nine 147,000
15 BIG BROTHER Seven 147,000
The Biggest Audiences Across Platforms For 10’s Shows
Metro BVOD Increase
Total Metro 7 Day (incl. vs. Metro
Rank Program Audience Overnight Timeshift Regional Live) Overnight
1 Oprah with Meghan and Harry 2,356,000 1,366,000 124,000 445,000 421,000 72%
Melbourne Cup Carnival:
2 1,876,000 1,213,000 1,000 487,000 175,000 55%
Melbourne Cup-Race
I’m A Celebrity
3 1,165,000 733,000 53,000 284,000 95,000 59%
…Get Me Out Of Here!
4 Have You Been Paying Attention? 1,093,000 674,000 95,000 249,000 75,000 62%
5 Australian Survivor 1,079,000 675,000 68,000 181,000 155,000 60%
6 The Masked Singer Australia 960,000 599,000 54,000 238,000 69,000 60%
7 Gogglebox Australia 936,000 559,000 120,000 234,000 23,000 67%
8 Mirror Mirror 922,000 594,000 44,000 206,000 78,000 55%
9 MasterChef Australia 918,000 594,000 48,000 191,000 85,000 55%
10 The Amazing Race Australia 875,000 508,000 70,000 203,000 94,000 72%
10 Play Continues To Break Records
Total minutes viewed 12% compared to the same point of 2020.
Live streamed minutes viewed 22% compared to the same point of 2020.
Registered users 44% so far in 2021 to 4.82 million.
9,300 hours of content available to watch. Number of series 56% compared to the
same point of 2020.
10’s Shows Get People Talking. They Are The Most Talked About, Tweeted About And Meme-Worthy Shows On Australian Television. Rank Program Network Total Interactions 1 MASTERCHEF AUSTRALIA 10 8.14M 2 BIG BROTHER AUSTRALIA Seven 1.21M 3 MARRIED AT FIRST SIGHT Nine 1.21M 4 I'M A CELEBRITY… GET ME OUT OF HERE! 10 861.4K 5 THE BLOCK Nine 834.6K 6 HOME AND AWAY Seven 635.9K 7 THE VOICE AUSTRALIA Seven 495.7K 8 LOVE ISLAND AUSTRALIA Nine 349.7K 9 AUSTRALIAN SURVIVOR 10 343.1K 10 THE BACHELOR AUSTRALIA 10 297.7K 11 THE BACHELORETTE AUSTRALIA 10 248.9K Beverley added: “We would like to thank our production partners, sponsors and clients for their continued support this year. We are looking forward to continuing and growing these partnerships in 2022.” “We would also like to thank our amazing team across all our brands and platforms for their incredible passion, hard work and creativity.” Want to know more? Please get in touch with: Catherine Donovan VP, Publicity & Communications cdonovan@networkten.com.au Vanessa Menser Communications Manager vmenser@networkten.com.au Source: OzTAM, Regional TAM, OzTAM National VPM, Consolidated 7, Live Stream, 7 Day BVOD. Week 1-48 2021, commercial shares and rankings exclude Olympic weeks 31-32, 6pm to 10.30pm, Network totals. Youngest channel, audience profile based on primary channels. Top programs based on minimum 3 episodes, 5pm-midnight, first-run excluding sport, Big Brother includes Big Brother VIP, SAS Australia includes Hell Week, Australian Ninja Warrior includes Record Breakers, MasterClass Australia excludes MasterClass. I’m A Celebrity #1 show excluding Sport and News. Social media interactions source Crowdtangle.
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