While reality television programs dominated the ratings this year, latest Roy Morgan research has shown that only half the audience of shows such as The Block and Australia’s Got Talent are devoted viewers while dramas are attracting a more faithful crowd.
In a publication by News.com.au containing data from the report, it was revealled that a drama such as Packed To The Rafters and Downton Abbey were more likely to attract an audience that tuned into the show because of the sole reason that they liked it. For Packed To The Rafters, three quarters of its audience responded by saying they tuned in because they were a fan.
In contrast, a quarter of Australia’s Got Talent’s audience said they tuned in because ‘there was nothing else on’ while another quarter tuned in because someone else was watching it. That leaves only half an audience that tuned in for the sake of watching the show on its merit alone.
What this says is a few things. Firstly, it could indicate that dramas will have a far less great retention rate than reality shows. This means, people who watch a premiere episode of a drama would be more likely to tune in again for the next installment than people who watch a premiere of a reality television show.
It also means that dramas do better at engaging a crowd. More people are likely to discuss an episode of a drama series than a reality series; something that is particularly attractive to advertisers.
Roy Morgan Research industry director George Pesutto said reality programs that screened every week night could struggle to consistently attract an engaged audience.
Next year, Nine will be trying its hand at Tricky Business, a Shane Bourne-starring drama that is set to rival Packed To The Rafters with its bold similarities. Matched with their heavy reality slate, it is as if Nine got this information early and acted accordingly.
TEN is also set to increase its drama slate with Bikie Wars, Puberty Blues and Reef Doctors all set to debut next year. If they change their mind any time soon about Inside Out, they will also have that up their sleeve. They also have Offspring and Neighbours, which airs on ELEVEN.