MasterChef viewers are certainly big spenders and likely to be experimental with food (not necessarily in cooking). Both viewers love to cook, but My Kitchen Rules’ audience are more likely to be complimented on their cooking.

Despite both shows having mass viewer numbers, MasterChef watchers are more likely than the Australian population to skew to well known national brands. For example, they are 23% more likely than the Australian population to purchase Western Star Butter, one of the show’s major sponsors. My Kitchen Rules viewers are 38% less likely to purchase Western Star Butter. On the other hand, My Kitchen Rules viewers are 81% more likely than the Australian population to purchase a supermarket’s own brand of butter and MasterChef viewers are 16% less likely.

MasterChef viewer’s are more likely to purchase well known brands across many categories including ice-cream, sliced cheese, butter and margarine while My Kitchen Rules are big shoppers of the supermarket brands in each of these categories.

This might partly be explained by the fact that the brand conscious MasterChef viewer also has an average income 13% higher than My Kitchen Rules viewers.


Masterchef viewer versus My Kitchen Rules


Source: Roy Morgan Research, MasterChef: July 2009 – June 2010, n = 3,861, My Kitchen Rules: February 2010 – March 2010, n = 1,006. Base: Australians 14+.


Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Although these two programs attract mass Australian audiences they still provide very different profiles for marketers to be aware of. It is quite clear that the MasterChef audience is larger, more brand conscious and even more affluent.  However, for potential advertisers, choosing the best show to sponsor may not be as simple as choosing the biggest audience but the most appropriate for their product.”

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