Business Irish

Wednesday 25 April 2018

'X Factor' losses hit advertisers

'THE X Factor' has had a rough ride to say the least this year, with audiences well down in the UK and Ireland.

The show seems to be losing out to 'Strictly Come Dancing' in the UK which is bad enough but the Irish audience has plummeted during the first two live shows of the new season.

Data from Nielsen shows a 41pc fall in Irish viewers to 264,900 for the first live show and the second live show this year was down 30pc on the same programme in 2010.

If that wasn't bad enough, the second results programme on the Sunday -- which traditionally has very strong viewing figures -- has seen its audience drop off by about a fifth year on year.

So what's driving the fall-off? Mediaworks senior account manager Laura Scanlon explains: "Traditionally 'The X Factor' sees a jump in viewership when the competition builds up to the stage of the live shows and in 2010 there was a 36pc increase in viewership in the first live show compared to the previous episode.

"However, this year we have seen a reversal of that trend with a decline in viewership from the early auditions to the live shows.

"The much publicised change in the line-up of the judges has been a key factor (in the slump). The format of the show has changed with the removal of three judges and a complete set of new faces.

"Cheryl Cole was particularly popular with the viewing public and has been replaced by a less high-profile judge -- Tulisa from N-Dubz.

"The loss of Simon Cowell's dry wit and cutting put-downs, which has been core to the show's success, may also be a factor despite the replacement with popular Gary Barlow."

Scanlon also addresses the issue every TV producer dreads -- audience fatigue.

"'The X Factor' is now in its seventh year. As with other juggernaut reality shows such as 'Big Brother', viewers tend to get tired of long runs and it may have already reached its peak in previous years.

"The US 'X Factor' is also now being shown on Friday nights which means there is now an entire weekend of 'The X Factor', which may be adding to the sense of fatigue," she says.

Medical media awards for RTE

TWO RTE documentaries have won awards in the 2011 GlaxoSmithKline Medical Media Awards.

"Children in Charge: Ireland's Young Carers", which revealed for the first time the reality of what life is like when a child takes on the role of caring for a parent, received the award for best Consumer Broadcast Documentary. The documentary, made by Subotica Films for RTE, was broadcast on RTE 1 last November.

RTE Radio 1 documentary 'In the Same Boat' won an award in the Consumer Broadcast Radio category. The documentary detailed the accounts of women suffering with breast cancer and their courageous response to the disease. Each winner receives €750 and a specially commissioned trophy.

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