They surveyed the top 10 popular shows to find out just how much their Sunday night audiences spend on weekly sprints at the supermarkets.
“Woolworths is the more common supermarket of choice nationally, and also among grocery buyers who watch My Kitchen Rules, House Rules, Big Music Quiz, The Voice, Australia’s Got Talent and I’m a Celebrity,” said Michele Levine, CEO of Roy Morgan Research.
It showed that Australians spend over two billion dollars a week on groceries — mostly at Woolworths and Coles. With so many dollars on the line and up for grabs, these big advertisers need to consider how much people who see their ads will actually spend on groceries that week.
“However, Coles has the lead among viewers of The Biggest Loser, Australian Survivor and MasterChef — all Network Ten shows, and all shows that are particularly popular among grocery buyers with bigger weekly supermarket budgets,” Levine explained.
Viewers of the average Sunday night episode of Seven’s together spend an average $236 million a week on groceries—around three times more than viewers of either Nine’s Australia’s Got Talent ($81 million) or Ten’s I’m a Celebrity, Get Me Out of Here ($71 million), which also aired on Sunday nights in early 2016.
Seven’s mid-year season of House Rules reached $167 million worth of the week’s grocery expenditure on an average Sunday night, ahead of competitors The Voice ($143 million) and MasterChef ($120 million).
Last year’s closest Sunday night race for grocery dollars was from late August between Seven’s new Big Music Quiz and Nine’s twelfth season of The Block. The hyperactive music show reached $147 million in weekly grocery spend per average episode — just ahead of the $145 million spent by Blockheads.
The Biggest Loser didn’t screen in 2016, but is scheduled to return this year. It’s late-2015 Sunday night episodes reached $92 million in weekly grocery spend.
Australian Survivor reaches $85 million of grocery spend — more than the more widely watched Australia’s Got Talent ($81 million), thanks to its greater popularity among higher spending grocery buyers.
Reconfiguring viewership as an audience dollar value in the grocery market delivers the strongest boost to MasterChef. Its typical pool of Sunday night viewers is not only popular among grocery buyers, but they spend $18 more a week than the average.