The ratings year officially kicked off on Monday with Seven's My Kitchen Rules and a solid line-up before and after dominating the evening. However, as the week progressed, Nine's Married at First Sight helped propel its main channel to within a whisker across the key demos of 25-54s and 16-39s as the week progressed.
Nathan Cook, GroupM's investment director in Melbourne, tells AdNews media buyers expected My Kitchen Rules to perform best in terms of audience, but Seven would be disappointed at the drop off in audiences YOY, which on some nights have been about 30% less than corresponding episodes.
“I think Married has really cemented an audience and has been able to grow this. It's more credible [than other Married At First Sight Versions] and not car crash TV, with some great stories and good insights.”
On Tuesday, there was less than 3% audience share in 25-54s and 16-39s separating the two rivals during prime time.
Married at First Sight was up an average of 40.9% among 25-54s, 73.5% among 16-39s, 38% among grocery buyers and 23.2% in total people compared with its programming last year.
Ten's I'm A Celebrity helped Ten also produce an uptick in audience share from Tuesday to Thursday, in which it beat both Seven and Nine in 25-54s and 16-39s on the night MKR and Married At First Sight weren't on.
Cook believes that Ten's I'm A Celebrity has also performed admirably given the strength of shows it is up against.
Ten's growth in prime time between 6pm to 10.30pm is 13% in under 55s, 10% in 25 to 54s and 6% in total people and this is the largest week five audience it has had since 2012.
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