Ten challenges for supremacy in Melbourne

Tim Burrowes

June 8, 2009 3:28

The ratings performance of MasterChef has been so strong that it came within a whisker of pulling Ten to the almost unheard of number one slot in food-loving Melbourne last week.

The broad appeal of the daily show has strengthened Ten in what many had predicted would be a much tougher time for the network. The extent of that comes in an analysis of the ratings data from OzTam for last week.

While across the five metro areas, Nine won the network week with a 27.1% share, followed by Seven with 26.4% and Ten with 24.5%, the story was very different in individual cities. None more so than in Melbourne where although Seven was the most watched channel with 26.8%, Ten was just 0.1% behind on 26.7%. Nine followed with 25.2%.

The outcome will be particularly pleasing for Ten because its strategy is about targeting a younger, advertiser-friendly demographic rather than winning across the board.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.