The Sticky Report

Interesting Year for the Hunter Media and Advertising industry

Welcome to the first Sticky Report of what promises to be an extremely interesting year for the Hunter media and advertising industry. The ownership changes and tighter ratings results of 2007 have stirred a typically benign market and suddenly we see a change in the status quo. The end result should be a good one for advertisers, as media fight harder than ever for their share of your budgets.

Sticky Advertising is committed to providing clients with the most up-to-date media information so that you can fully appreciate the best use of your marketing dollars. Our commitment in 2008 extends to The Sticky Report e-newsletter, daily and weekly updates via our Media Hunter blog, the Sticky Moments reports on our website and The Sticky Media Showcase.

So, what’s happening in media in 2008? Here’s our view thus far:

Battles Ahead For Regional Television Screens

By far the most interesting battle should be on the regions Television screens. NBN finished 2007 on top but was feeling the heat from Prime who made significant inroads into NBN’s once dominant ratings position. Prime came within a whisker of winning several weeks late in the year and enjoyed strong Australian Open Tennis figures to promote their coming stable of shows.

Two weeks into the 2008 TV ratings has turned up some very interesting results. Underbelly on NBN is the first big hit of the year, winning both weeks and growing audience in week 2. Its an amazing Aussie production that deserves success. For advertisers though its difficult to book. National clients have heavily booked it til end of April. There are some limited spots available but they are disappearing fast.

Prime’s much vaunted Dirty Sexy Money was expected to do big business off the back of Desperate Housewives. This has proven to be a disappointing night for Prime with neither of these glamour shows rating well.

Sticky's TV Cost-effectiveness Rankings

Results tightened up a little this week after NBN's strong start to the first week of official ratings. Prime finished a strong second to NBN, just 2.8 points behind. Underbelly was the star performer again, actually increasing audience from week 1 and proving that networks may be rewarded if they are willing to invest in quality programming.

However, Prime rates very well in our TV Cost-effective Rankings for the Newcastle market taking the first four places in nearly all demograhics.

View the top 5 most cost-effective programs in the following age groups: Total People, 16 - 39 yr olds, 25 - 39 yr olds and 25 - 54 yr olds.

Note: these rankings partly reflect Sticky's rates and buying power with various media. Results may vary when buying direct or via another agency.

TOTAL PEOPLE
Program	Station	RANK
TEN NEWS SUN	Network SC TEN	1
HOME & AWAY	Network Prime/ 7QLD	2
RSPCA ANIMAL RESCUE	Network Prime/ 7QLD	3
ALL SAINTS	Network Prime/ 7QLD	4
THE VICAR OF DIBLEY	Network Prime/ 7QLD	5

Its Official...Sticky Media Showcase a Success

On Thursday 24th of January history was made with the inaugural Sticky Media Showcase in Newcastle.

This new initiative presented by Sticky Advertising in conjunction with the leading regional media provided clients and contacts with the latest media developments including the latest media ownership changes and how they will affect this regional market in for 2008.

Especially interesting was the presentation on Web 2.0 and social media by Gavin Heaton. Gavin has headed up the Interactive Division of a global marketing and promotions agency and was responsible for working with global clients such McDonald's, DreamWorks, Disney and Kellogg's to set, drive and implement their digital strategies.

Little Change In the Newcastle Radio Market

2008 should see very little change in the radio market. NX and KOFM should continue to dominate the audience and advertising share. They continue to become more expensive every year due to the lack of competition they are receiving from 2HD and NEWFM.

Rumours have been swirling that Prime Media are interested in buying Bill Caralis's Super Radio Network (including 2HD and NEWFM). This would be a welcome change in the Hunter. Media Hunter recently reported on the latest problems at the Sandgate based radio stations, which demonstrates what disarray they are in - click here for more on this story>>>

Our only expectation here is that ABC 1233 will continue to gain listeners. Shame we can't advertise with them, yet.

Big Changes to Local Press Ownership

There have been big changes to press ownership over the summer. The Post Group of free weekly newspapers have been sold by Fairfax to Con Constantine’s family, the owners of several western Sydney publications. Meanwhile The Star has come under Fairfax ownership as part of the Rural Press sale late last year.

The transfer of ownership of the The Post has been messy with Constantine taking Fairfax (The Herald) to the ACCC after they tried to withhold the real estate and entertainment sections and transfer the section names to The Star. Constantine won that battle, but it has signalled the start of a challenge to Fairfax's dominant position in the local press, something that could be favourable for advertisers.

The post is quickly assembling a new management, sales and editorial team and have been promising better editorial content and aggressive sales initiatives. This can only be good for the market.