Latest Ratings Results End Outstanding 2004 For Maori Television
Maori Television has today released latest ratings results that show the channel has grown its cumulative audience by
86% after just eight months on air.
Nielsen Media Research Peoplemeter ratings for the 12-weeks to 5 December 2004 reveal that Maori Television’s cumulative
audience (viewers who have tuned in at least once for a minimum eight minutes) had increased to more than 667,000
viewers, up from 358,000 for the channel’s first 12 weeks on air for an increase of 86%.
The results continue the positive viewing trends for Maori Television since its launch on 28 March this year. Other key
points of the ratings results are:
Of the total Maori population (14% of the New Zealand population), 45% of Maori watched Maori Television; During peak
(6pm-10.30pm) more than 50% of the Maori Television audience is Maori; Maori Television continues to appeal to a wide
New Zealand audience, with 77% of total audience reach being non-Maori; Largest audience growth is in the All People
(Maori and non-Maori) 20-39 years age group. Growth for this grouping is up 143% on the first 12-weeks on air; New
Zealanders aged 20-plus make up the largest proportion of Maori Television viewers at 85% of the total audience. More
than half of all Maori aged 20-plus watched Maori Television in the last 12 weeks;
Maori Television Chairman Wayne Walden credited the growth in audience to the channel’s unique style of programming
which reflects life in New Zealand, a growing awareness by viewers of the high percentage of New Zealand-made programmes
on Maori Television, and quality international documentaries and movies that appeal to all New Zealanders.
“Maori Television has had an outstanding eight months and we’re delighted with its success, particularly at ensuring it
appeals to a wide range of Maori and non-Maori viewers,” he said.
“While these results are pleasing we are mindful that traditionally television viewing patterns fall away during the
summer months. We expect that Maori Television’s summertime viewing patterns will be no different to those of mainstream
channels, so our expectation is that growth will slow over the next 12 weeks. We will be doing our best with the
resources available to us to counteract this.”
2005 will see a return to the screens of new series’ of some of Maori Television’s most popular programmes, including
marae make-over show Marae DIY, cooking show Kai Time on the Road, talent quest Maorioke, and New Zealand’s only live
music show Coast. Currently more than 450 hours of New Zealand programming is in production for broadcast on Maori
Television next year.
Broadcast highlights for Maori Television for the 2004 year include: Television premiere of the acclaimed feature film
The Maori Merchant of Venice; Television premiere of Aroha, the drama series about contemporary love stories; First ever
live international broadcast in te reo Maori – Maori Television’s coverage of the New Zealand Maori at the Churchill Cup
rugby tournament in Canada; Gold and Silver awards won at the PROMAX 2004 Awards, which recognise world leaders in
promotional and marketing professionalism in electronic media, for on-air promos of Coast and the Churchill Cup; Launch
of nightly news programme Te Kaea and current affairs programme Te Heteri, the first Maori news and current affairs
programmes ever schedule in primetime; Maori Sports Media Award won by Maori Television’s sports show Nga Hau Tipua at
the annual Maori Sports Awards in December 2004; Launch and broadcast of New Zealand’s only live music programme, Coast,
from Maori Television’s Auckland studios;