Biggest Loser biggest on 3

Stephen Withers
Wednesday, 29 April 2009 07:47

Business IT - Technology

The Biggest Loser has drawn a big audience among 3's mobile phone customers. Subscribers have watched the show on their handsets more than 350,000 times.

Channel 10's weight-loss show The Biggest Loser pulled in good audience figures on broadcast TV (the finale was the top rating program of the night, for example), and it subsequently set a new record for catch-up viewing on 3.

The 350,000 views represents the story so far, and 3 expects the number to continue to rise as more people replay the grand finale.

Carriers generally promote mobile TV as entertainment while waiting for public transport or as a way of keeping up with major sports events while at work - during coffee breaks, of course!

But according to 3, the peak time for watching The Biggest Loser was between 10pm and 2am - "telling us that our customers are catching up on Mobile TV in bed!" gushed a 3 spokesperson.

Another interesting point about The Biggest Loser is that people watched for an average of 11.4 minutes at a time.

That's longer than previously recorded by 3, but was it because the content is particularly gripping, or is it somehow related to the time of day? If people really are watching in bed, there's no chance of a bus arriving to interrupt them.

Sure, there are other interruptions, but buses are more frequent - unless you're talking about Sunday night in the outer suburbs.