After a massive marketing campaign across News Corp newspapers and digital assets (plus a compelling interview with the host in Mediaweek!), Sky News has reported record ratings for the first part of its MH370 documentary.
The marketing plan included front-page space on several News Corp Australia dailies and double-page spreads inside. It certainly made an impact.
MH370: The Untold Story Part 1 on Sky News on Wednesday night was the #1 program on subscription television with a total average audience of 175,000 viewers (162,000 watching on Sky News and 13,000 tuned into the encore on Sky News Extra).
Viewing was up +44% on previous documentaries Bad BloodPart 1 (122,000) and +70% above Lawyer X Part 1 (103,000).
MH370: The Untold Story Part 1 delivered the highest audience for the channel ever, outside of the 2019 Federal Election and the 2013 Labor Leadership Spill.
The program reached 259,000 individual viewers overnight.
It is the #1 Sky News program for the YTD, with audiences up +326% on the timeslot average.
Sky News was the #1 channel on Foxtel on Wednesday with a 3.2% share, the highest share for the channel YTD.
FOXEL GO/NOW VIEWING ACROSS LIVE AND ON DEMAND (VPM) TO DATE
Part 1 has so far delivered an audience of 4,000 viewers.
SKY NEWS ON WIN
MH370: The Untold Story was the #1 program on Sky News on WIN for the day attracting an average regional free-to-air audience of 61,000
The program reached 138,000 viewers with a commercial share of 5.0% for Total People.
Ranks as the third highest program in the channel history, behind the 2019 Federal Election and New Blood Part Two.