Tuesday July 7, 2020

How a mix of national brands helped this media agency grow in 2020

By James Manning

• July & August spend dips, but Meg Gossert positive about rest of year

After another volatile week across eastern Australia as authorities grapple with the continued impact of Covid-19, working from home in regional Australia certainly does have its attractions.

That is a benefit for staff from Central Coast-based media agency Multi Media. Founder and managing director Meg Gossert (pictured) lives in the quiet countryside in the Yarramalong Valley, just a 10-minute commute from the office where the small team look after a mix of national brands.

It’s from there that the agency managed to dodge a few bullets too, with revenues actually up in the first half of 2020 at the IMAA-member agency.

“We are not a large company, but my team has been with me for a very long time,” Gossert told Mediaweek. “One has been with me for 18 years and we don’t have staff attrition. We have a lot of long-term clients and they value dealing with senior people who will be here tomorrow.

Gossert started her business at the end of the 1980s. “I had been with another media agency for five years and I was one of the senior people and I could see a lot of the smaller clients got thrown to a junior who didn’t have any experience. Those clients weren’t managed with the due diligence they deserved. I thought to myself one day I would start a media shop that would specialise in looking after the smaller clients.

“When I resigned from that agency I had planned to take three months leave and decide on what I would do next. I was approached by an accredited agency to go and work for them three days a week. That grew into a situation where they wanted to develop a more solid media arm. I had the name Multi Media registered for when I started a business.

“That agency I was associated with hit hard times and eventually closed, but Multi Media kept trading and we took over their clients.”

Gossert said they buy much of their own media, but it hasn’t always been the case. “When I first started we didn’t have accreditation and we placed through Initiative. In those days it was Merchant and Partners and I dealt with Dennis Merchant and Alan Robertson.

“After that we went into [former Aegis Media Australia CEO] Richard Halmarick’s operation and we were placing through Carat and using their resources for our back end. We still use them for the television bookings and other larger bookings we place.”

Gossert has seen the rise of digital, the decline of print and TV’s challenges against new video competition. “The writing was on the wall for print as soon as digital platforms started growing. With the pace of life these days people just don’t have the time to use a newspaper like they used to.”

Multi Media still uses print to some extent for clients in the agricultural space who want to reach farmers. “Some of the weekly print titles that service that sector are still quite strong.”

She also noted that audiences in regional areas are also quite digitally savvy. “I hope a lot of those regional titles manage to survive as the digital products grow for them.”

Multi Media hasn’t had as tough a time as some agencies have this year. “We had a strong six months to start the calendar year,” said Gossert. “We didn’t have the downturn in spend that a lot of agencies did. In fact we had an increase in billings year-on-year up to June 30. It has hit us now though. July and August will be a lot slimmer, but I feel the back end of the year will return to normal levels of trading.”

The business seems ready to deal with any headwinds. “We run a lean ship,” stressed Gossert. “We couldn’t get JobKeeper because we didn’t have a decline in our revenue earlier this year.”

While Multi Media does have space in North Sydney, the team work mainly out of Tuggerah on the NSW Central Coast. “It is very convenient for all of us because we live close by. Many of us moved from the North Sydney office to the Central Coast around 15 years ago and it saves us a lot of travel and a lot of time and we are far more productive.

Gossert has partnered with clients who have grown over the years. She tells a story of how they had Mirvac many years ago when the property group was spending in the region of $80,000 on media. “When they finally left us they were billing something like $15m.”

As to how Multi Media is enjoying its membership of the IMAA (Independent Media Agencies of Australia), Gossert said:

“Sometimes we independents feel like we are an island in a large sea. It has been fantastic to get support, and to be able to share knowledge and information that is regularly passed through. We are finding it very beneficial.”

SCA’s live radio streaming audience up 35% year on year

Following a record-breaking month in May, SCA’s live radio streaming saw 1.1million* listeners recorded at the end of June 2020, up 35%* year on year.

Catch up radio podcasts continue to be on trend with a total of 3.2 million* downloads recorded at the end of June, this is a 49%* year on year increase across SCA’s Hit and Triple M Network shows.

SCA digital key highlights – June 2020:

• 8.9 million active live radio streams, up 52% year on year, with 9.7 million total listening hours, up 38% year on year*
• Live radio streaming on smart speakers is up 58%* year on year accounting for 20% of total listening hours*
• Mobile & tablet listening recorded more than 3.8M total listening hours, up 48% year on year*
• Listeners have loved the return of their NRL fix on Triple M, with active live radio streams of Triple M NRL up 40%** year on year, and total listening hours (54,000) up 46%** year on year
• PodcastOne Australia listening over the COVID-19 period, March 1 to June 30 has increased 100%*

“Following a huge month for live steaming and radio podcast listening in May we expected to see huge growth when compared to the same time last year,” said SCA chief sales officer Brian Gallagher.

“There is a huge demand for news and entertainment across all digital listening devices and in particular this period has shown that Triple M really does rock footy! The season restart has seen an increase of fans tuning into NRL games via the live radio stream and they are doing so more frequently and listening for longer.”


*AudioMetrix | June 2019 v. June 2020, OMNY | June 2019 v. June 2020
** AudioMetrix | 30/05/2019- 27/06/2019  v. 28/05/2020 – 28/06/2020

Seven enhances audience intelligence with new location data partner

Seven West Media has enhanced its audience intelligence offering for advertisers with a new partnership with Australian mobile location intelligence platform Landmarks ID.

Landmarks ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users.

The new partnership improves SWM’s ability to understand 7plus audiences’ ‘real world’ behaviours, brand affinities and more importantly, where they spend their time. Information is based on real-world consumer movement data driven from the growing audiences of 7plus which routinely break viewership records and is currently in its third consecutive month of market leadership.

SWM has created an extensive point of interest (POI) network which includes all key advertisers’ locations or points of distribution via use of a ‘geo-fence’ network. These also include significant landmarks like sports stadiums, train stations, airports, shopping centres and more.

SWM’s director of audience intelligence Andrew Brain said: “Our ongoing desire to understand our audiences’ behaviour both online and offline enables us to make smarter programming decisions, deliver deeper strategic insights and better experiences for both audiences and brands.

“Our new partnership with Landmarks ID demonstrates our commitment to audience intelligence. It’s the first of many affiliations within our eco-system that seek to ensure our key partners are able to better plan, buy and measure our high value audiences with precision, delivering proven results.”

Landmarks ID’s founder James Fogelberg said: “Partnering with Seven and powering their real-world audience intelligence will enable advertisers to target 7plus users based on empirical real-world brand affinities, behaviours, loyalty and more. As an example, advertisers will be able to target in-market purchase intenders and communicate with audiences who visit their competitors’ locations.

“Landmarks ID develops rich first-party customer profiles for clients based on the businesses, locations and brands their customers visit in the real world and engage with on their mobile devices.

“We look forward to delivering rich audience intelligence for SWM and their advertising partners.”

The new partnership came into effect on July 1.

Doom Patrol
TV Demand: Dark goes #1 + Doom Patrol and AGT join the chart

By Trent Thomas

The TV Demand charts have seen a change at the top of the Digital Originals chart in Australia with Dark moving up to #1 after entering the chart at #5 last week.

The series is the first German-language series by Netflix with season one released on December 1, 2017, the third season of the show was released on June 27 which has helped its surge up the charts. The series explores the implications of time in the aftermath of a child’s disappearance which exposes the secrets and hidden connections of four estranged families.

The 100 has maintained its spot at #1 on the Overall TV chart in Australia and New Zealand while The Mandalorian is still #1 on the Digital Original chart in NZ.

A new entry on the Digital Original charts in both Australia and New Zealand is Doom Patrol after the show’s second season premiered on June 25, 2020, on both DC Universe and its new home HBO Max. The show is based on the DC comics of the same name, with the characters introduced to TV audiences through a backdoor pilot in the first season of DC’s Titans. The show stars Diane Guerrero, April Bowlby, Joivan Wade, Matt Bomer, Brendan Fraser, and Timothy Dalton.

America’s Got Talent has entered the overall TV chart after moving from FOX8 in Australia to Channel Seven. The show features returning judges Howie Mandel and Simon Cowell as well as Heidi Klum who returns after missing season 14, and new judge Sofía Vergara. Klum and Vergara replace Gabrielle Union and Julianne Hough as judges. Terry Crews returned as the host for his second season on the show.

TV Ratings Tuesday July 7, Week 28, 2020

By James Manning

• MasterChef trio show they are the best in final immunity cook
• The Voice Tuesday drives Nine, but audience down to 700k
• Big Brother again a challenger in key demos, #1 16-39

Seven News 1,193,000/1,155,000
Nine News 1,098,000/1,005,000
ABC News 846,000
A Current Affair 782,000
7.30 623,000
The Project 323,000/538,000
10 News 464,000/283,000
Sunrise 268,000
The Drum 217,000
Today 202,000
News Breakfast 201,000
SBS World News 193,000

Tuesday TV

Seven: Home and Away lifted from 639,000 to 669,000 for its second episode of the week.
Big Brother went close to toppling The Voice all people – the gap between the two shows narrowed to just 8,000. Big Brother had the edge 16-39 and 25-54.
Ramsay’s 24 Hours to Hell and Back then did 253,000.

Nine: A Current Affair was just under 800,000 for the second consecutive time this week. It was part of the programming combo that saw Nine win all people for the third consecutive time this week. Nine won Tuesday all people for the first time in five weeks.
The Voice slipped to 703,000, it’s smallest audience this year and possible the smallest ever for the franchise in Australia. It was an important episode though with the final Playoffs and then the distribution of the wildcards.
Nine then launched another singing competition – series 18 of American Idol with Ryan Seacrest hosting and judges Katy Perry, Luke Bryan and Lionel Richie. It was all pre-Covid with the series launching in June 2019 in the US. The first night audience was 278,000.

10: On MasterChef each dish from Callum, Reynold and Laura looked stunning as they delivered them to the judges at the end of the final immunity cook as Back to Win heads to finals week.
“This dish is a game changer,” said Melissa as she enjoyed Reynold’s dessert inspired by Harry Potter and called the Golden Snitch. “Inspired cooking, first class, the best dish he’s ever made in the MasterChef kitchen,” added Jock. It was going to be hard for Laura and Callum to compete, but both their dishes also looked great, and tasted good too according to the judges. “Now we are going to have a very difficult decision as to who will go into the top four,” said Melissa.
All the recent episodes have been close 1m and this one was too with 949,000 watching Reynold get immunity and a place in the final four.
A Montreal Comedy Festival special followed with Becky Lucas, Tommy Little, Ronnie Chieng, Jim Jeffries and more. Earlier in the night Pete Helliar joked with Jeffries on The Project that he introduced Little to the Montreal audience as “Australia’s favourite dickhead.” The special had 319,000 watching.

ABC: Foreign Correspondent was on 408,000 followed by Joanna Lumley’s Hidden Caribbean on 381,000 after launching last week with 452,000.

SBS: The final episode already of Who Do You Think You Are? featured country music singer Troy Cassar-Daley with 472,000 watching which was a series high.
Marc Fennell was again hosting Insight with a big audience of  298,000.

Week 28 TV: Tuesday
ABC Seven Nine 10 SBS
ABC 11.0% 7 18.4% 9 19.5% 10  14.0% SBS One 5.5%
ABC KIDS/ ABC COMEDY 2.6% 7TWO 3.0% GO! 3.4% 10 Bold 3.8% VICELAND 1.6%
ABC ME 0.4% 7mate 3.4% GEM 2.4% 10 Peach 2.3% Food Net 1.0%
ABC NEWS 2.0% 7flix 1.4% 9Life 2.4%     NITV 0.1%
        9Rush 1.1%     SBS World Movies 0.8%
TOTAL 16.1%   26.2%   28.7%   20.0%   9.0%


ABC Seven Affiliates Nine Affiliates 10 Affiliates SBS
ABC 9.5% 7 17.7% 9 15.8% WIN 11.5% SBS One 5.6%
ABC KIDS/ ABC COMEDY 2.9% 7TWO 4.1% GO! 3.5% WIN Bold 4.5% VICELAND 1.5%
ABC ME 1.0% 7mate 6.6% GEM 4.6% WIN Peach 2.0% Food Net 0.6%
ABC NEWS 1.6% 7flix (Excl. Tas/WA) 1.5% 9Life 2.3% Sky News  on WIN 2.4% NITV 0.1%
                SBS Movies 0.8%
TOTAL 15.0%   29.9%   26.2%   20.4%   8.6%


88.1% 11.9%
  1. Seven News Seven 1,193,000
  2. Seven News At 6.30 Seven 1,124,000
  3. Nine News Nine 1,098,000
  4. Nine News 6:30 Nine 1,005,000
  5. MasterChef Australia 10 949,000
  6. ABC News ABC 846,000
  7. A Current Affair Nine 782,000
  8. The Voice Nine 703,000
  9. Big Brother Seven 695,000
  10. The Chase Australia Seven 670,000
  11. Home And Away Seven 669,000
  12. 7.30 ABC 623,000
  13. Hot Seat Nine 577,000
  14. The Project 7pm 10 538,000
  15. 10 News First 10 464,000
  16. The Chase Australia-5pm Seven 433,000
  17. Foreign Correspondent ABC 408,000
  18. Joanna Lumley’s Hidden Caribbean ABC 381,000
  19. Hot Seat -5pm Nine 378,000
  20. Seven News At 4.30 Seven 334,000
Demo Top 5

16-39 Top Five

  1. MasterChef Australia 10 284,000
  2. Big Brother Seven 206,000
  3. Nine News Nine 150,000
  4. Seven News At 6.30 Seven 139,000
  5. Nine News 6:30 Nine 138,000


18-49 Top Five

  1. MasterChef Australia 10 419,000
  2. Big Brother Seven 358,000
  3. Nine News Nine 298,000
  4. Nine News 6:30 Nine 269,000
  5. Seven News At 6.30 Seven 263,000


25-54 Top Five

  1. MasterChef Australia 10 446,000
  2. Big Brother Seven 371,000
  3. Nine News Nine 356,000
  4. Seven News Seven 331,000
  5. Seven News At 6.30 Seven 329,000
TUESDAY Multichannel
  1. ABC News Afternoons PM ABC NEWS 214,000
  2. NCIS (R) 10 Bold 188,000
  3. Bluey ABCKIDS/COMEDY 185,000
  4. Outback Truckers PM 7mate 168,000
  5. Kiri And Lou ABCKIDS/COMEDY 167,000
  6. Little J And Big Cuz ABCKIDS/COMEDY 164,000
  7. Andy’s Safari Adventures ABCKIDS/COMEDY 159,000
  8. Rusty Rivets ABCKIDS/COMEDY 157,000
  9. ABC News At Noon PM ABC NEWS 154,000
  10. Peppa Pig PM ABCKIDS/COMEDY 149,000
  11. Floogals PM ABCKIDS/COMEDY 143,000
  12. Neighbours 10 Peach 142,000
  13. Highway Patrol-Ep.2 Pm 7mate 140,000
  14. Man On Fire 9GO! 137,000
  15. Dino Dana ABCKIDS/COMEDY 133,000
  16. ABC News Hour PM ABC NEWS 132,000
  17. Peter Rabbit PM ABCKIDS/COMEDY 132,000
  18. CSI: Miami (R) 10 Bold 129,000
  19. CSI: Miami Ep 2 (R) 10 Bold 129,000
  20. Highway Patrol PM 7mate 123,000
  1. The Bolt Report Sky News Live 97,000
  2. Paul Murray Live Sky News Live 87,000
  3. Credlin Sky News Live 86,000
  4. Alan Jones Sky News Live 82,000
  5. Afternoon Agenda Sky News Live 71,000
  6. The Kenny Report Sky News Live 64,000
  7. Afternoon Agenda Sky News Live 62,000
  8.  PML Later Sky News Live 56,000
  9. Live: AFL 360 FOX FOOTY 48,000
  10. Peppa Pig Nick Jr. 42,000
  11. Peppa Pig Nick Jr. 41,000
  12. Selling Houses Australia Lifestyle Channel 40,000
  13. Live: NRL 360 FOX LEAGUE 36,000
  14. Peppa Pig Nick Jr. 36,000
  15. Escape To The Chateau: Diy Lifestyle Channel 35,000
  16. Afternoon Agenda Sky News Live 35,000
  17. Jeopardy! FOX Classics 35,000
  18. The Adventures Of Paddington Nick Jr. 34,000
  19. Peppa Pig Nick Jr. 33,000
  20. Peppa Pig Nick Jr. 33,000

Shares all people, 6pm-midnight, Overnight (Live and AsLive), Audience numbers FTA metro, Sub TV national
Source: OzTAM and Regional TAM 2018. The Data may not be reproduced, published or communicated (electronically or in hard copy) without the prior written consent of OzTAM

Media News Roundup

News Brands

Sunrise wades into Today’s Pauline Hanson controversy

Pauline Hanson’s sudden dumping from Today has kickstarted an unlikely stoush involving rival breakfast program Sunrise and Australian performer Julia Zemiro, with Sunrise host Sam Armytage labelling Zemiro’s claims “BS.”

Enter actor and ABC Home Delivery host Julia Zemiro, who tweeted that she had “long said no to going on Sunrise to promote anything because they continue to invite Hanson on regularly. The Today show has been added to the list.”

Pauline Hanson has in the past been a regular guest on both Seven and Nine’s breakfast programs.

But Zemiro’s tweet prompted a rebuttal from Sunrise executive producer Michael Pell, who labelled her assertion “incorrect”:

“In 2019, I requested no in studio interviews with Kochie and Mel on Sunrise breakfast. There were 2 live crosses from Adelaide 7 with the weather cross on site. As you know, contractually we are obliged to do certain spots. But my request not to be front and centre was heard,” she tweeted to Pell.

But Pell pointed out that “Kochie and Mel” haven’t hosted Sunrise since Sam Armytage took over from Melissa Doyle in 2013.

“Julia, with respect, you don’t even know who the hosts of Sunrise are. We didn’t ask you to come into the studio to promote the Adelaide Cabaret Festival and never would. Plus, Pauline hasn’t been a regular for near 18 months. Your stance seems meaningless and just for show.”

[Read more]

Sports Media

Farcical bid by three Melbourne A-League clubs to flee city collapses

A second attempt by the three Melbourne A-League clubs to escape the coronavirus-stricken city collapsed into farce on Tuesday night when they again had to leave Tullamarine airport without getting on a flight to Canberra – a failure which could jeopardise plans to finish the A-League season as planned, report The Age’s Michael Lynch and Pat Stringa.

Now fingers are being pointed at the FFA, the ACT Government and the NSW Government as to why the three clubs, Melbourne Victory, Melbourne City and Western United – were left in the lurch once again, with officials condemning them to another night of anger and frustration.

The three Victorian clubs had aborted a last-gasp bid to get to the ACT on Monday evening when weather closed in and fog meant their charter flight could not land in the nation’s capital, forcing them to get off the plane.

This time they did not even get out of their team buses after learning that they would be forced to spend two weeks in quarantine in the ACT – unable to even leave their hotels to train – if they landed in Canberra.

The league is due to begin on July 16 with a fixture between Western United and Victory, which, several sources said last night, might as well be played in Melbourne if it is even played at all.

[Read more]

Sam Newman on the conversation that led to mediation with Nicky Winmar

Sam Newman has put forward a defence of himself after last week’s successful mediation session with Nicky Winmar, reports News Corp’s Jackie Epstein.

Newman, Mike Sheahan and Don Scott settled their highly emotional dispute last Friday after hours of mediation over comments on the You Cannot Be Serious podcast.

Nicky Winmar and photographer Wayne Ludbey launched legal action against the AFL identities who expressed doubts over the indigenous footballer’s motive for his iconic jumper lifting moment in 1993.

Newman on Tuesday said he was inadvertently dragged into it by Sheahan and Scott, and he also stood by his comments that Sheahan was weak for subsequently quitting the podcast after the backlash.

Newman said it’s “got a little way to go yet” before an official apology is signed off and can be read out.

He said he was disappointed that parts of the mediation were leaked on social media.

[Read more]


Oscars come calling for ABC TV’s head of drama Sally Riley

Sally Riley, ABC TV’s head of drama, comedy and indigenous, has been invited to join the governing body of the Oscars.

The invitation to join the Academy of Motion Pictures Arts and Science (AMPAS) arrived unexpectedly last week.

“I had no idea,” Riley said. “The email just popped into my inbox. I’m totally surprised, but also incredibly happy and proud.”

A woman of the Wiradjuri nation, Riley has been at the forefront of the Indigenous film and television industry throughout her career. An award-winning independent filmmaker and writer, she later spent 10 years at the Australian Film Commission (now Screen Australia), where she was head of the Indigenous department.

She became the inaugural head of ABC TV’s Indigenous department in 2010 before moving to her current role in 2016, delivering ground-breaking programming including Mystery Road, Total Control, Operation Buffalo, Stateless, Mabo, Redfern Now and Cleverman.

Riley welcomed the Academy’s move to better represent the diverse global film industry.

Lindsay Lohan forced to pull the pin on The Masked Singer

Lindsay Lohan has been forced to pull out of judging duties on The Masked Singer Australia, reports News Corp’s Jonathan Moran.

The Hollywood actor was scheduled to begin shooting the reality singing competition over the coming months but is unable to travel from her Dubai base due to coronavirus.

“Due to the current international travel complications Lindsay Lohan will not be a panellist on The Masked Singer this season,” Channel 10 said.

“While we are disappointed that Lindsay can’t join us, we are lucky enough to have a sensational new panellist on the desk for this season. They will join Jackie O, Dannii Minogue and Dave Hughes, along with 12 new celebrities and 12 new masks.

“We can hear you yelling; ‘take it off’ from here, but we will unmask our new panellist very soon. Stay tuned!”

The Masked Singer was a breakout success for 10 in 2019 when executives took a chance on the quirky Korean format.

The series sees familiar faces hidden behind masks with the judging panel charged with identifying the celebrity.

Lohan was by far the big drawcard of the season, endearing herself to viewers with her humour and eagerness to understand Australian celebrities and culture.

[Read more]

How the music of MasterChef cooks up more drama than the contestants

The music of MasterChef has generated its own cult following over the years, with fans either celebrating its orchestral, emotionally charged drama or imbuing the interludes with hidden meanings, reports News Corp’s Kathy McCabe.

The MasterChef music has become as much a character of the long-running cooking show as the contestants and judges.

Thousands of pieces have been composed for the series over the years by The DA’s Office, a music and sound design production house whose television and film credits also include Lego Masters and Gogglebox.

The DA’s Office founders, respected musicians Adam Gock and Dinesh Wicks, have worked on MasterChef since it kicked off, with creative director Mitch Stewart now at the helm of the team who create the show’s various themes.

While the program has its set pieces – intro shots of Melbourne and MasterChef headquarters, the arrival of contestants, mystery box unveilings, pressure test cloche reveals, frenetic cooking sessions, tastings and eliminations – the music evolves with up to 300 scores added to its repertoire each year.

They have wonderfully MasterChef-y names including Deepfried, Apple, Cherry On Top, and Pepper as well as Happychef, Honeyglaze, Caramelise, Dulce, Soup and Pickled Grapes.

[Read more]

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