MKR viewers top grocery spending among reality TV audiences

Arvind Hickman
By Arvind Hickman | 25 January 2017
Audience spending habits provide valuable insights to advertisers of TV shows.

Sunday night viewers of Seven’s My Kitchen Rules spend the most on weekly groceries compared to viewers of other major reality formats that air on Sunday night, research by Roy Morgan has found.

The show, which pits teams of cooks against one another and begins its new season next week, has been the highest-rating reality format on Australian TV for several years.

Its Sunday viewers spend about $236 million on groceries each week, $69 million more than viewer of Seven’s House Rules in second place.

Viewers of another Seven show, Big Music Quiz, spend $147 million, followed closely by viewers of Nine’s The Block ($145 million) and Nine's The Voice ($143 million). Despite Seven occupying top the top three spots, Nine had the most grocery buyer viewers in prime time across much of the 2016 ratings season.

Ten’s top cooking property Masterchef Australia is next on the list with viewers spending $120 million per week.

However, its viewers spend $18 more a week than the average Australian and its $120 million worth of grocery market reach is 14% larger than its share of the population.

Ten’s shows occupied most of the bottom positions, with viewers of I’m a Celebrity, Get Me Out of Here spending only $71 million.

Roy Morgan Single Source simultaneously measures TV viewership, purchase incidence and spending across dozens of retail, financial and telecommunications categories. The expenditure of audiences provides media owners and advertisers insights into the value of sponsorship for shows. 

Coles and Woolworths are the biggest beneficiaries of the more than $2 billion Australians spend on groceries each week, and are also two of the bigger backs of reality TV.

“Woolworths is the more common supermarket of choice nationally, and also among grocery buyers who watch My Kitchen Rules, House Rules, Big Music Quiz, The Voice, Australia’s Got Talent and I’m a Celebrity,” Roy Morgan Research CEO Michele Levin says.

“However Coles has the lead among viewers of The Biggest Loser, Australian Survivor and MasterChef  all Network Ten shows, and all shows that are particularly popular among grocery buyers with bigger weekly supermarket budgets.”   


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