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| Subject: Baffled. Why would anyone be suprised at ratings on TEN network? What the hell is it? | |
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Author: Mo' Green |
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Date Posted: 11:33:26 03/09/07 Fri In reply to: Oropan 's message, ""baffled"" on 10:03:09 03/09/07 Fri Also baffled as to why you continue to post unattributed articles. >Viewers keen to save planet, but not during favourite >show >Email Print Normal font Large font March 8, 2007 > >The green conundrum is affecting many products, not >just TV, writes Paul McIntyre. > > >TEN NETWORK's programmers are baffled. With so much >attention on climate change and consumer research >indicating viewers were keenly interested in a 2½ hour >feast of practical advice on how they might save the >planet, Ten's ratings for the Cool Aid blockbuster on >Sunday night were still a disaster. > >Viewing numbers peaked at 618,000, compared with more >than 1.6 million each for Grey's Anatomy and CSI on >Seven and Nine respectively, and averaged just 464,000 >people across the country. > >"Truthfully, we're confused," says Ten's network head >of programming, Beverley McGarvey. "They didn't come. >It's not like they came to the show, sampled it and >went away. They didn't come. > >"We had study guides in schools, we had the full >support of the print media, both editorially and with >advertising, and an extensive [Ten Network] on-air >campaign with a number of different creative >treatments and different stances. > >"We spent a fortune to get the audience there and it >didn't work. We've talked about it quite a lot >internally. We're disappointed." > >Ten isn't alone. Despite the focus on climate change, >the green conundrum is alive across myriad product >categories, including toilet paper. > >Australians spend $500 million a year on the stuff but >just $20 million each year goes to brands using >recycled paper. Since 2005 the category has been in >decline, although it showed some promise in the latter >part of last year. > >The success story for Australian paper manufacturer >ABC in the past 18 month has been its conventional >brand Quilton stealing market share from big brands >such as Sorbent and Kleenex, rather than improved >sales of its recycled Naturale range. > >"Recycled as a category is bugger all," says Joe >Hancock, managing director of Gorilla Communications >which developed the Quilton ad campaign Loves your Bum. > >"Using recycled toilet paper is a no-brainer yet >people are not prepared to make the sacrifice on their >arse." > >Toilet paper and TV shows are entirely different >categories but both are facing the same challenge on >the green front - how to get mass appeal and then turn >a buck. > >The latest research says it should be possible. Grey >Global's annual Eye on Australia consumer trends study >is about to release its findings for 2007. > >On the environmental front, Australians say they're >interested in environmental issues and behavioural >change. > >"For the first time this year people say they can make >a difference when it comes to the environment," says >Grey's managing director, Jane Emery. "Roughly 60 per >cent say they can make a difference." > >The biggest shock in this year's survey, however, is >that 50 per cent of Australians now say they will need >to start "dobbing each other in" for bad environmental >behaviour such as wasting water resources. "That's a >major change," says Emery. > >But between all the pro-environment rhetoric from >consumers, Grey also found disparities between >sentiment and behaviour. Part of the Eye on Australia >work includes an ethnographic study where researchers >visit homes. > >"People are quite passionate about it but when you >wander around the house, all they've got is a bucket >in the shower," says Emery. "They don't know what to >do." > >If Ten Network's experience means anything, the masses >may not really want to. > >Planet Ark's chairman and Australian frontman for Al >Gore's hit documentary An Inconvenient Truth, John >Dee, begs to differ. > >"We are naive if we think everyone is going to drop >their spending habits overnight," he says. "To get >people to switch brands, you are striking at the heart >of why people buy brands. "When people say they really >care about the environment they really do care. What >gets in the way of rhetoric and action is price and >quality." > >Dee argues education is critical, pointing to a >mail-out of "how to save" leaflets to 5 million homes >last week by companies such as Bunnings, Philips, >Hills Industries, CSR's Bradford Insulation, >Jackgreen.com.au and mailhouse Salmat. > >"So much of the Government rhetoric which has gone out >to combat climate change has been around costing jobs >and damaging the economy that households don't realise >many of the changes they can make can actually save >money," says Dee. [ Next Thread | Previous Thread | Next Message | Previous Message ] |
| Subject | Author | Date |
| Re: Baffled. Why would anyone be suprised at ratings on TEN network? What the hell is it? | Oropan | 06:55:30 03/10/07 Sat |
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