Thursday, December 11, 2008

Let’s get specific – Wednesday 10 December 2008

At this time of year the viewing figures are so low it’s difficult to read anything into the numbers, however Nine would be encouraged to stick with CSI Miami in this slot next year.

The reason it’s rating so well at the moment probably has a great deal to do with the amount of moving it’s done in the past two years. In 2007 and 2008 this show was all over the map, even having split broadcasts with Melbourne viewers getting the show in lieu of the banned Underbelly.

It was a solid performer in Melbourne at that time as well it should be noted, although it was being beaten by House which is now floundering even with less competition.

It’s a good bet that Ten will stick Rush at 8.30 Wednesdays at some point in the new year, whatever ratings it’s garnering in it’s quick turnaround are obviously too embarrassing or depressing for anyone to put in print at the moment, so it’s likely that unless Ten can find a way to sell the show to a bigger audience then it’s natural level would be approx 800,000 - 1 million folks.

How I Met Your Mother is starting to become the dominant commercial player at 7pm which some people will put down to the better lead in but I give viewers more credit than that – last night while watching Heroes I spied two separate promos for How I Met Your Mother, neither of them was generic, they were in fact episode based.

Seven is spending money and time putting together promos for a strip sitcom, something ten should seriously consider, all ten has to do is pick a 10 second moment out of that night’s episode of Friends and pump it at daytime and late night and viewers will eventually be drawn to the show – just showing the same generic promo over and over is useless – you may as well just go back to voice-overs over the end credits if you think it makes any difference.

Generic promos just let people know that shows are on, they are solely for the benefit of folks who would watch the show anyway – they do nothing whatsoever to attract new viewers to a show – that’s when episode-specific promos are needed.

Right now Seven is doing a better job of this than anyone, when you’re number 3, teetering on the edge of number 4 you should look at your market leaders and learn from their success.

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