According to the latest Paymark figures, DIY action as a result of the buoyant Auckland housing market and the Christchurch rebuild have helped boost overall year on year retail spending in New Zealand by 4.3 percent. And there’s also been a boost in the number of TV shows aiming to tap into this domestic fever, with Mitre 10 Dream Home returning to TV2’s screens last week after a four year hiatus and Aussie powerhouse House Rules starting on TV3 last night. But it’s the homegrown effort that’s so far luring the most Kiwi DIY lovers.
In its second week, Mitre 10 Dream Home increased its audiences across all demos from its first week, gaining a 10.1 percent share and 417,800 viewers (all, 5+). And, importantly for the advertisers and sponsors (ASB, EECA Energywise, Resene, Hunter Furniture, Toyota, Noel Leeming, Flooring Xtra, FIRST Windows & Doors, Sleepyhead, Harcourts, NZ Steel and many more) the show also attracted a particularly strong following among household shopper with kids, with a 34.5 percent share in week two.
Not surprisingly, main sponsor Mitre 10 is linking to the show heavily with its online Dream Zone and plenty of instore collateral that follows on from its Easy As campaign.
As for House Rules, which is made by the team behind the popular cooking show My Kitchen Rules (it had more viewers than the final of MasterChef this year), it has been topping the ratings in Australia and last week’s final beat out The Block. But it’s off to a slow start in New Zealand, bringing in just 104,400 viewers (all, 5+) for a 2.5 percent share (TV2 doesn’t have a +1 channel, so 3+1 figures are not included).
In comparison, the first episode of locally produced The Block NZ last year drew 376,900 viewers for a nine percent share.