Ten's bet on Sophie Monk has paid off with The Bachelorette securing its highest rating launch episode for the Bachelor/Bachelorette franchise in its four year history.
The Bachelorette, airing at 7.30pm, pulled a strong audience of 951,000 viewers.
Despite record ratings, it failed to top The Block's audience of 1.026 million.
The first episode of the 2016 Bachelorette series featuring Georgia Love pulled 655,000 metro viewers, down on Sam Frost’s 2016 series to an audience of 875,000.
The Bachelorette trended in the number one spot on Twitter last night. It also dominated its timeslot in the capital cities and key advertising demographics, including 16-39, 18-49 and 25-54, followed by Nine's The Block.
Australian wine brand Dalz Otto also popped up in a few scenes, despite Ten saying it “had not entered into any partnerships this series with any alcohol brands”. Well what good news for an Aussie wine company – to scoop a spot on a national TV show with one million plus viewers? AdNews called the owner of the the wine brand who then told AdNews all comments had to go via Ten...?
A refreshingly subtle product integration. Dalz Otto wine anyone?
Sponsor Maybelline secured the 'recap' clips following ad breaks, as well as plenty of eyebrow dying ads.
While not an official sponsor, Target got a name drop in the show, which was quickly called out by viewers. The retailer came up after Monk asked one of the bachelor's nephews (who popped out the limo before him) what the best thing their uncle had done for them, to which they said 'take us to Target'. Something Target's PR team could’ve jumped on, but they’re yet to acknowledge the high praise. Plenty took to Twitter to comment on the Target name drop.
My dream date is going to Target#BacheloretteAU— Carly Heading (@carlyylalaa) September 20, 2017
I also get excited about going to Target. I mean Tarjay ✨✨ #BacheloretteAU— Miranda... 🌻 (@randiifox) September 20, 2017
Contact lenses brand Dailies Total1 leveraged its Bachelorette sponsorship, rolling out ads featuring ex-contestant Nicki Gogan.
Network Ten chief content officer Beverley McGarvey said: “We are thrilled with the first night audience for The Bachelorette Australia with Sophie Monk, which achieved the biggest ever launch for either The Bachelorette Australia or The Bachelor Australia.”
“Australians have embraced Sophie’s down-to-earth and endearing qualities, along with her self-deprecating humour. We really appreciate Sophie and the boys allowing us to come along on their quest for love."
The Australian Marriage Equality ad by Leo Burnett Melbourne, which stole the show during The Bachelor's final episode, also featured heavily in last night's ad breaks.
Third in the entertainment category, ABC’s Gruen came in with an audience of 773,000 metro viewers. Its audience was down 130,000 viewers on last week’s launch episode.
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