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TV3 gain significant ground

Thursday, December 17th, 2009

The past few months have been good ones for Ireland’s largest commercial broadcaster: TV3. The performance of their hit shows “The Apprentice” and “The X-Factor” have, for the first time, allowed them to really mix up with arch rivals RTE. Both shows have captured the imagination of the nation (Ed.: was the rhyme intentional?). Whether or not they’re cringe inducing (Jedward, Michelle Heaton) or brilliant (Leona’s comeback for the finale) or both (erm, Jedward again?), the public’s appetite for their programming was unwavering.  After a slow start, viewing to The Apprentice grew steadily from week two right up until Aoife’s departure in week ten, where an average 541,000 viewers tuned into the show. This translates as 13.1 TVRs.

Ratings increased as we got to know the contestants and as the various narratives unfolded, however after some of the more entertaining contestants fell by the wayside viewing levels actually dropped. This is counterintuitive given that we were nearing the closing stages. The final X-Factor was watched by an average 472,000 people but that at one point during the show a peak audience of 568,000 tuned in. Over on “The Apprentice: You’re Fired” Brendan O’Connor didn’t in his own words “take the b*****d” but he did come agonizingly close to outperforming Pat Kenny and Frontline. It is hard to imagine (or is it?) that on the 9th November Brendan O’Connor was just 20,000 viewers behind the veteran broadcaster.

In revenue terms, X-Factor was star performer for TV3. Given that TV3 aired live shows on both Saturday and Sunday, the station’s advertising inventory showed a significant uplift over the period. The results show on the 22nd November (where we finally saw the back of Jedward) was the most watched show of the series when an average 818,000 tuned in, presumably to ensure they were leaving. In fact, as the results were being announced over 1 million of us were glued to the screen – a phenomenal performance and a record for TV3.

Both shows proved so popular with advertisers that TV3 were in the enviable position of being able to auction off the last few remaining spots on the final shows.

TV3 has stepped it up, and advertisers are noticing.

The only thing to be decided at this point is the Christmas number one. If the Facebook Group “Rage against the X-Factor” (with 775,000 members) gets its way Joe’s win won’t convert to a Christmas No. 1. The group is encouraging members to download Rage Against The Machine’s new track in attempt to prevent X-Factor claiming a fifth consecutive Christmas No.1.

Ironically, Sony own the rights to both artists.

Nevertheless, all eyes are on TV3’s spring schedule launch on January 8th.

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