Brands fall for Bachelor, but topped by Gruen

Lindsay Bennett
By Lindsay Bennett | 11 August 2016
The Bachelor dialed up the sponsorship in last night's episode with a particular focus on the new Dyson hairdryer. Image: Mamamia

ABC’s advertising show Gruen has won the ratings race against Ten’s The Bachelor for the second time, according to preliminary overnight OzTam figures.

The Olympics dominated the entertainment ratings, with 1.014 million people tuning in to watch our Aussie athletes go for gold.

Gruen’s second episode of its eighth season reached a metro audience of 865,000. It covered a raft of topics including creepy band mascots, Olympic marketing and Clemenger’s Graham ad.

Host Wil Anderson says the monstrosity of Graham is what Stoner Sloth would look like shaved.

graham versus sloth

On the topic of sports marketing, One Green Bean CEO Claire Salvetti said women are still undervalued, however the trend is starting to shift with more women featuring in Olympics ads, such as Michelle Jenneke for Coca-Cola.

Leo Burnett chairman Todd Sampson said: “When it comes to sports marketers [advertisers] want winners but sex... we want more.”

The panel, including Ten GM Russel Howcroft, also discussed how brands are getting around the Olympic committee’s Rule 40, which prohibits brands from using Olympic associations without being an official sponsor.

The Pitch returned this week with campaigns aimed to convince Australians to sell Tasmania to Australia. The ad from T20 Group took home the trophy. Watch the ads from T20 Group and Tasmanian agency Red Jelly below:

The Bachelor closely followed Gruen with 858,000 metro viewers, and was the most watched program by people aged 16-39, 18-49 and 25-54. The Bachelor and Gruen are not in the same timeslot, with Bachie beginning at 730pm and Gruen starting at 830pm, however they do both fall into the entertainment category.

Last night’s episode saw singing sensation Eliza head home with a weary heart.

Ten upped its sponsorship in the episode, with overly noticeable appearances from Dyson, Camilla, Renault and the Intercontinental Hotel.

alex dyson

Twitter was quick to catch on to the product placements with people calling out the #Dyson and #Camilla sponsorships. Mamamia’s Rosie Waterland noted the Dyson scene in her recap.

dyson the bachelor tweet

Seven dominated the night overall with a 36.9% audience share, ahead of Nine’s share of 22.5% and Ten with 19.2%.

Data OzTAM Pty Limited 2016. The Data may not be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without the prior written consent of OzTAM.

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