Media buyers welcome debut for Ten’s I’m a Celebrity but warn of audience drop-off
Australia’s top media buyers have welcomed the strong opening night audiences for new Network Ten franchise I’m a Celebrity Get Me Out of Here, which was watched by nearly 1.2m metro viewers last night.
Senior media buyers said that Ten management would be pleased to see the highly promoted TV franchise debut well, but warned that they expected a drop off in the coming days as it goes up against big reality franchises The Block and My Kitchen Rules, but added they hoped it would settle at around the one million mark in terms of audience.
CEO of UM Mat Baxter, whose clients include Coles, Coca-Cola and NSW Government, described it as a “surprising and pleasing result.”
“I think Ten would be absolutely thrilled with that result”, said Baxter. “It is better than I think the market was potentially expecting it to perform, but it will be interesting to see if the audience is carried through thought in subsequent episodes.”
“watched by nearly 1.2m metro viewers last night.”….2nd night will drop off big time I reckon.
Would love to know what the budget for this program is because I think ratings will drop and people will lose interest especially the celeb group is pretty lame…
Well if Twitter is any indication, you’ll be quite wrong. Should beat The Block and rate solidly, despite MKR.
Let’s see how 10 go in January audited revenue. They had the Cricket big Bash and several other shows bought back pre official ratings, If the number is 20ish again and 7 and 9 make up the other 80 it’s time for a change in sales. This number is not sustainable and probably why the prospective buyers post due diligence, changed their bid from 26c to 23c.