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AUSTRALIANS REACT TO THE LOGIES WOMEN LOVE HAMISH BLAKE; MEN, NOT SO MUCH

More than 350 Australians using the Roy Morgan Mobile or Online Reactors gave their second-by-second reactions to the Logie’s TV awards held on Sunday night

More than 350 Australians using the Roy Morgan Mobile or Online Reactors gave their second-by-second reactions to the Logie’s TV awards held on Sunday night at which the stars of Australia’s small screen assembled at Melbourne’s Crown Casino for TV’s ‘night of nights’.

Across selected highlights of the awards show women had a consistently higher positive reaction than men. Women rarely dipping out of positive territory whilst men spent most of the viewing time on the negative side of the ledger.

But the real differences were between young and old - showing just how hard it is these days to appeal to a broad audience.

 


The announcement that Hamish Blake had won the Gold Logie.

Gold Logie Winner Hamish Blake was one celebrity who scored positive reactions from both men and women — a key for Blake being able to capture his first Gold Logie. Blake won the award ahead of other Gold Logie nominees Adam Hills, Asher Keddie, Carrie Bickmore, Esther Anderson and last year’s winner Karl Stefanovic.

Blake was also a clear winner with the Under 34s, while those 35 and over were less impressed with Blake.

Roy Morgan CEO Michele Levine says:

“For the first time Roy Morgan’s cutting edge real-time Mobile technology and Online Reactor technology were used together to measure the reactions of hundreds of ordinary Australians to Australian TV’s night of nights — The Logies. The results of the highlights package measured in the Online Reactor provide a snapshot of why some personalities were able to walk away with a Gold or Silver Logie — and why some went home empty-handed.

“Gold Logie winner Hamish Blake scored positive reactions across both sexes, but his real ‘powerbase’ was the Under 34s — heavy users of social media like Facebook and Twitter, the Under 34s very positive reaction to Blake could explain part of the reason Blake was able to claim victory in the most coveted category.

“Best Actress Silver Logie Winner Asher Keddie scored high marks from women whilst Adam Hills was a popular winner of the Silver Logie for Best Presenter and scored positive reactions across all age groups when he was announced as the winner.

“On the flipside, a singing Chrissie Swan of TV chat show ‘The Circle’ saw one of the most negative reactions of the broadcast — with men giving Swan’s singing a firm thumbs down. Women weren’t convinced either way with a neutral reaction to Swan’s singing. Another notable negative reaction was to Esther Anderson, both men and women gave Anderson a firm thumbs down when showed a short clip of the Home & Away starlet for her nomination for the Best Actress Silver Logie.

"This is why it is more important than ever before to have an 'Independent' measure of real audience response to presenters, performers, formal promotions and advertisments, in fact anything that is meant to appeal and engage an audience."