Sunday night viewing meets grocery needs, Roy Morgan

Posted by AFN Staff Writers on 25th January 2017

Australia’s supermarkets can thank My Kitchen Rules for boosting their bottom lines, with new research showing its viewers spend the most amount on groceries each week.

The new Roy Morgan Research data found that in 2016, My Kitchen Rules viewers spent a combined AUD $236 million on groceries each week.

This was, by far, much more than what viewers of other shows that aired at the same time spent. Australia’s Got Talent viewers spent just AUD $81 million and I’m a Celebrity, Get Me Out of Here watchers spent AUD $71 million.

Where do TV viewers shop?

Woolworths shoppers are more likely to be viewers of My Kitchen Rules, House Rules, Big Music Quiz, The Voice, Australia’s Got Talent and I’m a Celebrity.

Coles shoppers are more likely to watch The Biggest Loser, Australian Survivor and MasterChef.

Total weekly grocery expenditure of Sunday night TV viewers


Source: Roy Morgan Single Source, October 2015 to September 2016, sample = 50,634 Australians aged 14+.

What might be the best network for food producers to advertise on?

Food advertisers might want to consider advertising on Channel 7 with its programs having the three highest spending audiences. Aside from My Kitchen Rules, Channel 7’s House Rules viewers spend a combined AUD $167 million on groceries each week. Its Big Music Quiz viewers also spend a hefty AUD $147 million per week.

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