For a second year in a row Network Ten has tried to get a jump on the competition by launching their Q1 programming early to help try and build some momentum leading into the start of survey. Masterchef: Professionals (MCP) is the main ingredient behind this strategy and will be used to help build a promotional platform for some of the network’s other upcoming programming, Elementary, and Mr & Mrs Murder.
Masterchef: Professionals showcases 18 chefs at the top of their game from all over the country, and will see them competiting in some of the toughest cooking environments in Australia. To add some flavour they have brought in Marco Pierre White to help guide and judge the contestants throughout the series, along with the familiar face of Matt Preston. The series will be airing Sunday to Tuesday for 9 weeks.
Masterchef: Professionals has launched strongly for Network Ten in its first week on air. It has been the highest rating programming against the main buying demographics, P25-54, P18-49, P18-39 and GB+CHs, and has commanded the network share in its launch week. Across the 3 nights the average audience for total people remained consistent sitting above 1m.
Launch Week Network Share: (20.01.13 – 22.01.13,Overnight Data, P25-54,P18-49, P18-39,GB+CHs, 1930-2030, Share)
This has been a successful start, which could be attributed to range of factors. Was it all the heavy promotional tactics of Network Ten, advertising the program across a range of mediums? Or was it the lower than predicted audiences from the sporting properties? We believe the true test for MCP will be once Network Seven and Network Nine launch their key properties My Kitchen Rules (MKR) and The Block: All Stars (BAS). Both programmes are proven audience winners for each network, and this will impact the overall Network share levels, but the big question is by how much? I have faith in MCP and believe it will be able to maintain a strong share position against the competition. Based upon the consistency in the first week Network Ten have secured loyal viewers that will continue to follow the show. We predict that their share will drop back slightly however it will maintain an average total people audience of 1-1.2m and MKR will take the top share/audience position. However we believe MCP will be stronger than BAS. If Network Ten can maintain this position throughout the series this will go a long way to help build a strong lead in for the remainder of their programming.