The votes have been cast and the results are in. Australian Survivor: Brains V Brawn engaged viewers across every platform – television, online and social – achieving an average national audience of 1.08 million viewers across the season, up 7% year on year, and ranking #1 in its timeslot in 16 to 39s.
Brilliant blindsides and sensational gameplay kept viewers entertained and enthralled all season and delivered the biggest ever live stream audience on 10 Play in the franchise’s history, averaging 32,000 viewers, up 191% on the 2020 series. The captivating 2021 season also achieved its biggest ever broadcast video on-demand (BVOD) audience, with a massive increase of 21% year on year.
For the first time ever, Australian Survivor brought the Aussie Outback to Australian audiences. The formidable landscape tested the Castaways like never before, pushing them to their mental and physical limits as brains and brawn battled it out in the most gruelling conditions.
In 2021, the world’s toughest game was a challenge champion across the season:
- 1.08 million national total audience (including 7-day television, broadcast video on-demand (BVOD) and live streams).
- Second biggest series total audience.
- 921,000 national TV viewers.
- 740,000 capital city TV viewers.
- #1 in its timeslot in 16 to 39s.
- BVOD audience on 10 Play: 125,000. Up 21% year-on-year. Biggest ever BVOD.
- Live stream audience on 10 Play: 32,000 biggest ever live stream audience, up 191%.
- Minutes viewed: Highest ever with over 270 million minutes viewed, up 25% compared with 2020.
- Richer in co-viewers than any other program so far this year, with 64% of the audience co-viewing with others.
- Facebook total reach: 3.6 million total reach.
- Instagram total impressions: 1.3 million.
- Twitter total impressions: 7.8 million.
- Total Facebook video views: 4.3 million, 2.3 million minutes viewed.
- Facebook engagements: 3.1 million, up 605% compared to 2019 Champions V Contenders.
- Biggest Facebook post: Where is Cloncurry? with 169,431 impressions, 12,229 engagements, 1,300 likes.
- Biggest Instagram post: Note from Georgia about her health scare after leaving the competition with 112,069 impressions, 10,494 likes, 1,555 shares.
- Biggest Tweet: Note from Georgia with 87,000 impressions.
- #SurvivorAU trended #1 in Australia 18 times across the season.
- Australia was captivated with the winner announcement video achieving 36,800 views on IGTV.
The tribe has spoken across social media too, with Australian Survivor: Brains V Brawn, cementing its place as one of the most talked about and engaging entertainment shows during its season. There were 236,800 total social interactions on Facebook and 717,900 total interactions on Instagram.
The unmissable 2021 season reached 7.94 million people nationally across the season and posted strong commercial shares, including 28.3% in under 50s, 27.9% in 25 to 54s and 31.8% in 16 to 39s.
Daniel Monaghan, Senior Vice President Content and Programming, 10 ViacomCBS, said: “Filming in our own backyard, Australian Survivor: Brains V Brawn proved to be the most entertaining season yet. The Castaways showed incredible resilience against the toughest conditions, jaw dropping challenges, bold blindsides and unexpected alliances.
“Congratulations to our sole survivor and 2021 winner, Hayley Leake, for outwitting, outplaying and outlasting some of the strongest and most strategic characters the competition has ever seen.
“I’d like to thank all of our formidable contestants, our fantastic production partners Endemol Shine Australia, our exceptional host Jonathan LaPaglia, the hosting town of Cloncurry and everyone at 10 who worked through challenging circumstances to deliver a truly unmissable season.”
Australian Survivor: Brains V Brawn proved to be a challenge winner for brands and advertisers.
Lisa Squillace, National Sales Director, 10 ViacomCBS, said: “Australian Survivor: Brains V Brawn delivered fantastic results for our sponsors. I’d like to thank those clients who came on board for our first season filmed locally in Australia. We would not have been able to achieve such a successful season without you.
“It’s clear that Australian Survivor has the world’s most engaged and passionate fans, and we are excited to share that commitment with our commercial partners.”
Kristi Woolrych, CMO at KFC, said: “In this season of Australian Survivor, we were proud sponsors of Talking Tribal and created the first-ever KFC outback pub experience. Nothing hits the spot like our delicious Kentucky Fried Chicken, so what better way to treat Laura, Gerald, Wai, Flick and Dani to the Fried Side of Life for winning their reward challenge after eating rice and lentils for 30 days straight!
“It wasn’t just the contestants who wanted to get their hands on the Colonel’s finest, during the season we saw an uplift of more than 80% of new visitors to the KFC website with a peak of 300% in the episode where we delivered contestants our KFC feast.”
Executive General Manager – Marketing at Isuzu UTE Australia, Mike Conybeare, said: “Isuzu UTE Australia have thoroughly enjoyed partnering and working with Network 10 and Endemol Shine Australia on the production of Australian Survivor series six.
“The attention to detail along the way, from reporting through to the integration planning and execution has been excellent, with the reliability and durability of the Isuzu D-MAX and MU-X seamlessly complementing the Brains V Brawn theme showcased throughout the season.”
Source: OzTAM 5 City Metro, Regional combined aggregate markets, July 18-September 12 2021, Consolidated 7. Year-on-year lifts based on metro total audience. OzTAM National 7 Day VPM (BVOD), live stream includes co-viewing, co-viewing based on live data, regular programs excluding Sport.
