The Block website delivers record traffic

Friday, July 22, 2011

Sydney, 22nd July 2011 - The Block 2011's ratings success for Channel 9 is being echoed online, with ninemsn today announcing The Block 2011 website is set to be the most successful Nine primetime series website ever launched.

The Block 2011 website, which houses exclusive and behind-the-scenes content including photo galleries, daily updates, and expert advice is currently attracting an average of 25,000 unique visitors daily. Show favourites Josh and Jenna's exclusive web-only personal room reveal tours and bio clips have tallied up over 55,000 streams combined. This is almost double that of any of the other couples so far. And according to Ben Watts, Head of Entertainment at ninemsn, it is anticipated traffic will continue to grow:

"With The Block moving to five nights a week for this series, we always knew we'd see an increase in online traffic. What we didn't expect was how quickly that growth would kick in and how large it would be. As with the show's great ratings, we've seen really intense engagement on the website from day one," he said.

"There have been more than 331,000 video streams on the site so far, demonstrating the appeal and appetite not only for catch-up episodes, but for supplementary content like behind-the-scenes videos, that build on and enhance the original program and brand," Watts said.

In addition to the rationale shared by Watts, research released by ninemsn shows online viewership of video content is also rising steadily, as is internet usage during television viewing.

  • 60% of online Australians simultaneously use the internet while they watch TV. 30% say they do this every day (Nielsen, Feb 2011).
  • 29% of internet and TV multi-taskers at least sometimes look at content that is related to the TV show they are watching (Nielsen, Feb 2011).
  • Over the last 12 months, ninemsn’s monthly video streams have increased 63%. In March 2011, video streams across the ninemsn network hit a record 20.2 million (Source: Omniture site catalyst).
  • ninemsn estimates that more than 853,000 hours were spent viewing video content across the ninemsn network in February 2011. Over the last 12 months estimated time spent with video content on ninemsn has increased 140 percent, driven by the growth in short form streams and the addition of long form.
  • On average 220,000 unique browsers view video content daily on the ninemsn network. The number of unique browsers viewing video content on the ninemsn network each day has increased 66 percent over the last 12 months.

Demand and consumption of online video, both short and long form; has increased exponentially in the past 12 months. In that time, the convenience and control of catch-up TV services coupled with dedicated program websites has worked to build, maintain and even grow the TV viewing audience.

"The success of The Block 2011 on TV and online demonstrates the opportunity that an integrated multiscreen approach to broadcasting and publishing has for both media owners and viewers," Watts concluded.


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