q1 2010 on prime. prime performs well in q1 2010 across a broad range of audience groups, prime has...
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Q1 2010 on PRIME
Prime Performs Well in Q1 2010
• Across a broad range of audience groups, Prime has increased share year on year, in particular with males.
• Prime also had it’s highest ever audiences in Quarter 1, with an increase year on year of 15% and a growth of 23% since 2007.
• Prime Key properties “Top Gear”, “Prime Presents” and “Wife Swap USA” all showed ratings growth compared with last year.
• The Winter Olympics pushed Prime’s daytime shares through the roof and rated well across many key demographics.
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The first quarter of the year has been great for Prime, with huge milestones being reached!
All Day Shares For Prime Increase Y-O-Y• Compared with the same quarter last year, Prime has shown good growth, with several key audience groups increasing in
overall share.• Male audiences in particular have increased markedly, the greatest of which being Males 18-49 which grew by 24% year-
on-year
4.3 4.4 4.5 4.5 4.54.84.7 4.8
5.0 5.15.6 5.8
HHS 25-54 All 18-49 All 25-54 M 18-39 M 18-49 M 25-54
All
Day
Cha
nnel
Sha
re (%
)
Q1 2009
Q1 2010
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+21%+24%+13%+11%+9%+9%
Daytime Channel Share Growth For Prime
Quarter 1 showed exceptional growth in Daytime Share for Prime across many key demographics driven by Prime’s exclusive Winter Olympics Coverage during the day. Male audiences in particular experienced significant growth, with Male 18-49 increasing by 64% and Males 25-54 by 53% year-on-year
5.4
4.5
5.55.9
4.55.1
6.2 6.3 6.46.8
7.47.8
HHS 25-54 M 18-39 All 18-49 All 25-54 M 18-49 M 25-54
Day
tim
e Ch
anne
l Sha
re (%
)
Q1 2009
Q1 2010
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+53%+64%+15%+16%+40%+15%
Returning Favourites On Prime
Three of Prime’s returning shows have shown a great surge in ratings since the same period last year. The Best of Top Gear has increased AP25-54 tarps by 30%, Prime Presents had an exceptional run with “Last Chance To See” and increased ratings by 62% and Wife Swap USA almost doubled it’s AP25-54 ratings to a steady 3.6% average this quarter.
3.0
2.11.9
3.9
3.43.6
The Best of Top Gear Prime Presents: Wife Swap(USA)
Day
tim
e Ch
anne
l Sha
re (%
)
Q1 2009
Q1 2010
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+89%+62%+30%
Top 5 Programmes In Q1 2010combined episodes AP25-54
AP25-54 Combined Episodes AUD % SHR %
I Dreamed A Dream The Susan Boyle Story 5.2 13.9
Top Gear 4.0 9.3
The Best of Top Gear 3.9 9.4
Escape to the Legion 3.7 9.1
Wife Swap (USA) 3.6 8.5
A good mix for new and returning programmes on Prime comprised the Top 5 list for the quarter. I Dreamed A Dream – The Susan Boyle Story was the sleeper hit of the quarter and was repeated later in the time period again achieving good ratings
Prime Achieves Highest Ever Audiences
Prime reached 87.7% of the total population in Q1 of 2010 – an increase of 471,400 or 15% on the same period last year and a 23% increase over the last 4 years.Prime achieved ‘highest ever’ monthly cumes within the first 3 months of 2010
2,854,5003,133,300 3,044,400
3,515,80074.1%79.6% 76.7%
87.7%
Q1 2007 Q1 2008 Q1 2009 Q1 2010
Qua
rter
ly A
P5+
Cum
ulati
ve A
udie
nce/
Reac
h%
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+23% increase since Q1 2007
The Winter Olympics Achieved Great Shares Of Audience for Prime
Share of audience during the Winter Olympics was particularly impressive for Prime during the quarter, with a broad range of demographics achieving average shares over 10%. Females 25-54 and Males 18-39 were particularly drawn to the coverage, achieving 11.4% and 11.7% shares respectively.
10.4 10.6 10.7 10.9 11.3 11.3 11.4 11.7
All 25-54 All 18-49 HHS 25-54 F 18-39 All 18-39 F 18-49 F 25-54 M 18-39
Prog
ram
me
Shar
e (%
)
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Source: AGB Winter Olympic Games 13/2/10 – 1/3/10
The Winter Olympics Achieved Great Daytime Ratings for Prime
Ice Dancing on the 23rd February was the event that achieved the highest ratings for AP25-54, averaging a 3.4% tarp. Females 18-39 was the highest achieving demo for this event, averaging a 4.7 tarp.
The majority of Olympics coverage occurred during the day, so to achieve ratings at this level was well above expectation.
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Top 10 Events Date All 25-54 Rating Best Rating
Winter Olympics Ice Dancing 23/02/2010 3.4% F18-39 4.7%
Winter Olympics Biathlon 14/02/2010 3.1% F25-54 4.1%
Winter Olympics Luge 14/02/2010 3.1% F25-54 / HHS25-54 3.4%
Winter Olympics Freestyle Skiing 14/02/2010 3.1% HHS25-54 3.6%
Winter Olympics Downhill Skiing 16/02/2010 3.0% F18-39 4.2%
Winter Olympics Ice Hockey 14/02/2010 3.0% M18-39 3.4%
Winter Olympics Luge 14/02/2010 2.9% HHS25-54 3.5%
Winter Olympics Figure Skating 1/03/2010 2.7% F25-54 3.6%
Winter Olympics Short Track Speed Skating 18/02/2010 2.7% HHS25-54 3.3%
Winter Olympics Figure Skating 16/02/2010 2.6% F18-39 4.6%
Source: AGB Winter Olympic Games 13/2/10 – 1/3/10