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From The Project to The Block to The Living Room: identifying popular Logie winners’ number one fans

Source: Roy Morgan Single Source (Australia), January 2014 – December 2014, sample n = 51,969 Australians 14+. Helix Personas comprising <1.5% of ‘really love’ audience have been excluded.

From cashed-up hipsters to suburban domestic jugglers, battlers on struggle street to the blue chip elite, Roy Morgan’s Helix Personas segmentation tool reveals exactly which Australians are among the biggest fans of Sunday night’s popular-vote Logie Award winners.

The Project

In 2014, around 1 in 25 Australians 14+ (3.9%, or around 750,000 people) said they ‘really love to watch’ The Project, hosted by Gold Logie winner Carrie Bickmore. But the show’s biggest fans fall into two quite distinct camps: those in the high net-worth established homes of the Leading Lifestyles community, such as Financial Freedom (105), Humanitarians (107) and Progressive Thinkers (109); and bargain-hunting, often first- or second-generation immigrant households just Getting By, including Making the Rent (507) and Budget Lifestyle (504). Together, these are the Top Five Helix Personas by the proportion who really love to watch The Project.

The Block

Overall, 7.5% of Australians (almost 1.5 million) ‘really love to watch’ The Block, our Most Popular Reality Program. The renovating competition strikes a chord with many of Today’s Families, households in the outer suburbs, using above-average incomes to deck out their homes with the latest technology and furniture. Rural Realists (301), Career and Kids (302) and Looking Good (303) are all among the Top Five Helix Personas most likely to love The Block.

Offspring

Offspring (which may or may not be returning to our screens) is the only popular-vote Logie winner (for Actress, Asher Keddie) to have any Metrotechs featured among its biggest admirers. These hip, well-educated and tech-savvy professionals often don’t follow mainstream tastes— but over 8% of Healthy, Wealthy and Wise (202) and Cultural Pioneers (208) say they really loved to watch Offspring in 2014. 

Hamish and Andy’s Gap Year

The Most Popular Entertainment Program clearly has broad cultural appeal, with each of the Top Five Personas coming from a different Helix Communities

The Living Room

Most Popular Lifestyle Program The Living Room may be beloved by just 1.9% of Australians overall, but it’s the highest net-worth Helix Persona Bluechip (101) who love it—at a rate almost four times the norm (7.5%).

Home and Away, The Footy Show and Love Child

Strugglestreet (708), in the Battler community, are the number one fans of three Logie winners: 14.2% love Most Popular Drama Home and Away; 12.4% love Love Child, starring Most Popular New Talent winner; and 8.2% love Most Popular Sports Program The Footy Show.

% of Australians and Helix Personas who ‘Really Love to Watch’ Logie Winners

3.9% of

Australians love The Project

 

5.2% of

Australians love Offspring

1

8.5% of

105 Financial freedom

 

1

9.3% of

401 Castle and Kids

2

7.6% of

507 Making the Rent

 

2

8.9% of

202 Healthy, Wealthy, Wise

3

7.3% of

107 Humanitarians

 

3

8.5% of

101 Bluechip

4

7.1% of

109 Progressive Thinkers

 

4

8.3% of

208 Cultural Pioneers

5

6.5% of

504 Budget Lifestyle

 

5

7.8% of

306 Average Aussie

7.5%

The Block

 

3.0%

Footy Show

1

18.4%

301 Rural Realists

 

1

8.2%

708 Strugglestreet

2

14.8%

302 Career and Kids

 

2

6.2%

706 Still Working

3

12.2%

105 Financial freedom

 

3

5.9%

304 On Their Way

4

11.4%

303 Looking Good

 

4

4.7%

404 Family First

5

10.3%

603 Country Conservative

 

5

4.6%

402 Domestic Jugglers

6.0%

Home and Away

 

5.3%

Love Child

1

14.2%

708 Strugglestreet

 

1

12.4%

708 Strugglestreet

2

12.2%

603 Country Conservative

 

2

9.0%

701 Penny Wise

3

12.2%

506 New Australians

 

3

8.9%

709 Coupon Clippers

4

11.7%

504 Budget Lifestyle

 

4

8.7%

110 Savvy self-starters

5

11.4%

505 Aspiring Immigrants

 

5

8.3%

509 Doing it Tough

1.9%

The Living Room

 

5.2%

Hamish & Andy's Gap Year

1

7.5%

101 Bluechip

 

1

9.7%

501 Urban Optimists

2

4.9%

305 Successful Immigrants

 

2

9.5%

304 On Their Way

3

4.9%

105 Financial freedom

 

3

9.2%

401 Castle and Kids

4

3.3%

706 Still Working

 

4

8.3%

103 Self-made Lifestylers

5

3.1%

509 Doing it Tough

 

5

8.1%

708 Strugglestreet

Source: Roy Morgan Single Source (Australia), January 2014 – December 2014, sample n = 51,969 Australians 14+. Helix Personas comprising <1.5% of ‘really love’ audience have been excluded.

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“Even though Popular Vote Logie winners are, by definition, those that appeal to the most people overall, we can clearly see that even shows with broad appeal still have niche core fan bases covering a range of different types of Australians. And popular shows like Offspring can be found to appeal in particular to Metrotechs, presenting opportunities for engaging with this hard-to-reach audience.    

“TV stations obviously have a lot to gain when a show or network personality connects with (and becomes loved by) a wide audience.

“But ratings and basic audience demographics alone can’t pinpoint exactly who is most likely to ‘really love watching’ the show. In today’s fragmenting media landscape, targeting is becoming increasingly important. Advertisers who know their best potential customers are Bluechip, for example, might do well to place a spot during The Living Room. Conversely, those advertising during The Project need to consider which messages will connect with each of the two quite different types of people most likely to love watching it.

“Roy Morgan Research’s Single Source data is the preferred multi-media audience measurement currency used by Australian media agencies, and Helix Personas has already partnered with many of the country’s biggest media owners to deliver cost-effective results to advertisers.”

For comments or more information about Helix Personas and Roy Morgan’s TV engagement data, please contact:

Vaishali Nagaratnam
Telephone: +61 (3) 9224 5309
Vaishali.Nagaratnam@roymorgan.com


About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2