Rating data shows shift in how audiences watch reality TV
The way Australians watch television has changed dramatically over the past two decades. Streaming services that deliver content over the Internet and the development of smart TVs allow people to watch their favorite shows anywhere, anytime.
This has not only changed the way people watch TV shows and movies, but it affects how TV ratings are measured. It’s also starting to change the way TV networks determine if a show is a hit.
Overnight Metropolitan TV ratings, once the most reliable metric for determining a show’s success, no longer tell the whole story as audiences fragment and busy work schedules delay the show. prime-time listening of several hours or even days.
Once two very distinct worlds, linear television and digital have collided. And while traditional television viewing is no longer at the level where it once attracted millions of people every night, audiences are building up thanks to the digital sites of networks such as 9Now, 7Plus and 10Play.
Data from TV industry metrics provider OzTAM shows this. Nine’s flagship reality show Married at first sight, for example, had an overnight metropolitan audience of 869,000 on linear television when it premiered on January 31. The media industry reported that it was the lowest launch for the program in four years.
The initial figure does not include people watching on smart TVs or catching up. As of February 28, the first hearing of MAFS stands at 1.9 million. This includes people who watched in regional areas, watched the premiere live on 9Now, or have since watched it on catch-up. This represents a 66% increase in viewership over the data produced on the first night. About 498,000 viewers of this very first show came from people who watched the show after it aired.
It’s a similar story for Networks 10 Australian Survivor: Blood V The water. The first fourteen episodes of the program, which debuted Jan. 31, aired to an average of around 500,000 in metropolitan cities on linear television each night. Those numbers triple when catch-up audiences are included. The first episode of Australian survivor had 608,021 metropolitan viewers, but the total television figure for February 28 shows an audience of 1.05 million, an increase of 39%.
“We are the only industry that in our daily reports does not include any digital.”
James Warburton, Managing Director of Seven
Seven is also seeing a surge in the number of people watching its main reality show. SAS, which began on February 21. While the program has an average of around 400,000 metropolitan viewers per night, which would be considered a failure in an old television world, has already seen a 50% increase in its audience from the first episode. The figure for the metropolitan night was 466,708 viewers. This number will increase as more and more people catch up on the episodes they miss.