• SCA results: Regional the star performer, drive shows the hope for metro radio rebound 

Triple M has long been a solid performer for advertisers seeking men of a certain age. For some years it had lived under the shadow on Southern Cross Austereo’s Today/Hit Network. The revival of the current-day Triple M arguably started when Eddie McGuire arrived at the Melbourne station and built his Hot Breakfast show.

The Grill Team in Sydney has been a consistent performer through this period too, with the more recent arrival of Roo and Ditts at Adelaide breakfast. Triple M breakfast in Brisbane remains a work in progress, although Robin Bailey and Marto seem a good combination now into their second year, and now with a new third team member.

When Mediaweek spoke with SCA chief sales officer Brian Gallagher on the Sydney stop of the Kennedy Molloy Long Lunch tour, he scoffed at any suggestion the station might have a narrow focus. “Males aren’t narrow. They are half the audience.”

• ‘A well thought-out shambles’: Kennedy and Molloy on their national drive show

Gallagher said: “The thing about Triple M that is absolutely unique, and something that appealed to me when I arrived in this role, is that the brand does what it says on the tin, unlike any other media product out there.

“The journey that Triple M is on now sees it moving from blokes to men. The team has done a lot of research around the psyche of the modern male and how the modern male expects to have to behave, how they perceive themselves.

“The brand is evolving its content. The music mix and how we are scheduling the new content are constantly under review and Fitzy [Triple M content director Mike Fitzpatrick] has a real handle on the nuance of Triple M from regional Triple M right through all the different styles of the metro Triple Ms.

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Chief executive officer Brendon Cook said after significant resource support by oOh! to assist Seedooh’s product development, it was now giving clients free access to the independent and transparent tool to supplement existing reporting.

“With the revelations around serious mis-reporting by some within the online space, we recognised it was important to be at the pinnacle of transparency even before any questions were asked,” Cook said. “Clients rightfully deserve peace of mind that they are getting what they pay for.

“Instead of using our highly experienced in-house technology team to build our own solution, we decided to add support to an independent business with global aspirations to deliver an unencumbered and transparent reporting methodology for our clients.”

Brendon Cook

The Seedooh cloud-based platform provides secure campaign delivery reporting for both dynamic and classic out-of-home formats and is a worldwide first of its kind.

The design and development of Seedooh included an initial phase in consultation with leading global out-of-home agencies and media owners, followed by a deep technical integration and rigorous testing with Australian market leader, oOh!media.

Cook said the company was now working towards integrating Seedooh across the Locate by oOh! portfolio including to offer reporting on its office, university, cafe, gym and venue products from June this year.

“Clients will have complete transparency over all their campaigns backed by the reassurance that the system is independently assured, following the recent announcement that PwC has aligned with Seedooh to verify the reporting tool.”

Head of partnerships, outdoor and audio at Omnicom Jo Dick has welcomed oOh! using Seedooh to bring independent verification of audience delivery.

“Anything that drives greater transparency and rigour for our clients’ investment will only help fuel further growth for the outdoor sector.

“Seedooh gives us access to accurate, automated, transparent and data-driven reporting that shows when a campaign ran, what time of day it ran and for how long.

“This not only enables us to better measure effectiveness but also helps us determine how we can further optimise our clients’ campaigns.”

People who catch the train in Sydney and Melbourne are more alike than they are different, according to recent research into Sydney and Melbourne rail commuters released by Adshel.

There are many similarities between commuters in Sydney and Melbourne and the key takeaway is that both are affluent audiences, highly educated and big spenders.

With the rollout of Adshel’s metro train Melbourne network this month, plus its existing Sydney Trains portfolio, Adshel now covers Australia’s two biggest markets with the Adshel Rail network and, along the way, it has become rail audience experts.

Although Melbourne is considered a tram city, Adshel said it was surprised to find that when it comes to commuting to work in the CBD, more Melburnians catch the train than the tram. Sydney and Melbourne train commuters are high-frequency users: Melburnians catch the train six times a week, Sydneysiders 6.6 times a week.

Rail commuters 18- to 34-year-olds make up 37% of train commuters in both Sydney and Melbourne. Both are more likely than the average population to be in the valuable AB quintile, have earned a degree or diploma, and to be a manager or a professional.

[See infographic below for exact values.]

Even more relevant for brands wanting to connect with their target market is the finding that Melbourne and Sydney train commuters are more likely to be big spenders, who are in the top third of Australians when grouped by discretionary spending. They spend more on credit cards, entertainment, shopping, mobile phones and cars.

Adshel noted the alignment between Sydney and Melbourne train commuters presents a huge opportunity for advertisers who want to connect with 14 million commuter journeys each week.

Adshel is rolling out 150 new digital screens across the Metro Trains Melbourne (MTM) network, including key locations Flinders Street, Melbourne Central, Richmond, Parliament, South Yarra and Flagstaff.

Sources:
SYD/MEL Adshel Rail Commuter Study, 2018
Exploring Rail Commuters Research, Dentsu-Aegis 2017
Mind & Mood Study, HT&E 2017
The Context Effect Study, Neuro-Insight, 2016

Integrated with Chatswood railway station, the interchange is a major gateway into and out of Sydney’s North Shore.

In the first phase of this development, 11 high-impact, full-motion, digital screens have been strategically placed to capture the attention of the audience throughout the concourse in the high-traffic environment.

Expanding the VMO footprint, this addition has come just months after the launch of VMO’s permanent smart large-format digital billboard on the Gold Coast – a first in Australia. Securing Chatswood interchange builds on VMO’s offer in the competitive out-of-home market. Throughout 2018, a further 500 locations will be added to the growing network across the VMO Shop, VMO On-the-go and VMO Active portfolios.

Chief commercial officer of The Hoyts group Anthony Deeble said: “This is a great win for VMO. Chatswood interchange is a world-class shopping district and commuter hub. The foot traffic this location attracts is exceptional and has added an impressive 16,500,000 to VMO’s annual audience reach.”

VMO’s GM sales and marketing Paul Butler added: “VMO’s presence at Chatswood interchange truly showcases the unique capability of our network. Using DART insights overlaid with third party data, we have strategically placed screens in prime locations to engage the audience at key moments throughout their commute. We are providing advertisers with what we believe is the most impactful, efficient and effective out-of-home solution in market.”

Stage two of the Chatswood transformation will commence shortly and will see the unveiling of premium, large-format screens throughout the precinct.

By James Manning

Not a lot of chart movement this week would be an understatement.

Drake makes it six weeks at #1 with “God’s Plan”.

Two new arrivals in the top 10 with each posting a new chart peak:

#12 to #8: Zedd & Grey with “The Middle” featuring Maren Morris (6 weeks on charts)

#13 to #9: Marshmello & Anne Marie with “Friends” (4 weeks on the chart)

The only new release to make it into the top 50 on debut:

#33: XXXTentacion with “Sad!” First time in top 50, single from forthcoming second album.

We need to note Ed Sheeran’s presence on the singles chart this week as over 1m people pass through the concert turnstiles in Australia and New Zealand:

#6: “Perfect” starts its second year in the chart (7 times Platinum)

#11: Eminem’s “River” featuring Ed Sheeran at #11 after 12 weeks (Platinum)

#25 from #34: “Shape Of You” 61 weeks on chart for former #1 single (9 times Platinum)

#54 from #75: “Castle On The Hill” (5 times Platinum)

Albums

We dedicate this week’s coverage to Ed Sheeran with yet another staggering record chart achievement.

Sheeran has all three albums sitting in the top 10 with a combined 548 weeks on the chart:

#1: “Divide” 53 weeks, 23 weeks at #1 (Diamond)
#5: “Multiply” 194 weeks on the chart (Diamond)
#8: “Plus” 301 weeks on the chart (6 times Platinum)

There wasn’t much else to get excited about this week. But for the record, the top 50 new arrivals were:

#6: Camp Cope with “How To Socialise & Make Friends” First top 10 appearance for Melbourne trio with second album.

#13: j-hope with “Hope World”: Korean rapper who is a member of BTS with first solo release.

#44: The Breeders with “All Nerve”: Band’s fifth album and the first since 2008.

Sales figures: Platinum equals 70,000 sales. Diamond is 500,000 sales.

By James Manning

• TV Ratings Survey Week 3: Nine posts first weekly win of the season

Of more concern to Nine is its performance in the key demos and the network has recorded winning shares of 40%+ 25-54 and 16-39. Nine was #1 in primary and combined channel shares.

Seven’s 20.6% primary and 29.7% combined channel shares were its lowest in the four weeks of survey so far.

TEN was some way behind the two FTA leaders on 11.1% primary and 15.8% combined.

By James Manning

After Seven started the year like an unstoppable steam train, Nine has steadily recovered, winning the past two weeks and last night claiming its third successive Sunday victory.

Nine was well ahead along the east coast capitals while Seven was more competitive in Adelaide and managed to post a win in Perth.

Seven’s share was up 4.0 thanks to My Kitchen Rules returning to the Sunday 7pm timeslot.

TEN had its second-best Sunday share in four weeks. However, despite offering part one of the I’m A Celebrity… final, the share was down week-on-week.

Seven

My Kitchen Rules returned to the Sunday night schedule, replacing Australian Spartan, with Curtis Stone joining the show as group one cooked at a Kids Day Sports Challenge. Teams had one hour to prep and cook, and an additional 45 minutes to cook and serve. The kids and group two were asked to vote for their favourite. The weakest team was Stella and Jazzey, who are headed to the Elimination House. MKR lifted the Seven 7pm Sunday audience week-on-week from 524,000 to 858,000.

Denham Hitchcock was reporting the Sunday Night story about the Gold Coast cheerleader Bree Robinson who plunged to her death from a high-rise balcony. Hitchcock interviewed the boyfriend, whom some people suspect of being involved. The episode did 558,000 – up from 488,000 a week ago when the lead-in was Australian Spartan.

Crimes The Shook The World then did 315,000 followed by Blindspot on 92,000.

Nine

The seven remaining couples attended the final commitment ceremony on Married At First Sight before heading home to decide their futures. It was also the contestants’ last opportunity to speak with the relationship experts. Dean and Tracey continued to deliver for the network. Dean started the episode explaining his way around comments made on last week’s boys night out. “I didn’t mean any disrespect,” he told Tracey. The episode was short of the 1.5m on the previous two Sundays thanks to Australian Spartan, but it still delivered over 1.3m.

60 Minutes had an update on the notorious Daruk Boys Home and the program spoke with the only survivor of the Waco cult. The audience of 653,000 was down on 800,000 last week, yet still ahead of Sunday Night.

Born To Kill? Class Of Evil then did 241,000 followed by Killer On The Line on 170,000.

TEN

The Project supercharged its panel last night with Henry Rollins joining Lisa Wilkinson, Hamish Macdonald and Tommy Little. The episode started on 227,000 and then lifted to 347,000 at 7pm.

Episode 30 was the penultimate episode of season four of I’m A Celebrity…Get Me Out Of Here! The audience last night of 549,000 and then 658,000 compares to the penultimate episode on this Sunday last year with 706,000 and lifted to 850,000. The three remaining celebrities ahead of the final episode tonight are Shannon Noll, Fiona O’Loughlin and Danny Green.

NCIS then did 397,000 followed by SEAL Team on 208,000.

ABC

Kevin McCloud was in County Down in Northern Ireland where he watched the construction of a wonderful home on the site of an old barn. The show did 558,000 after 620,000 last week.

The second episode of Howards End drew 471,000 following its launch a week ago on 572,000.

SBS

Episode six of Eight Days That Made Rome looked at the death of Emperor Nero, who took his own life. The audience of 157,000 was the channel’s biggest last night.

Documentary filmmaker Michael Moore had his Bowling For Columbine, which looked at the US gun culture, screened at 8.30pm with 146,000.

Earlier in the night SBS World News did 155,000.