Happy, confident people watch MasterChef

April 2nd, 2012

Appliance News Ovens & Cooking

As the fanfare over My Kitchen Rules subsides, MasterChef is sharpening its knives in preparation to air after Easter. Apparently, it will be watched by Australia’s most confident people.

New data by Roy Morgan Research suggests more optimistic people watch the cooking show than any other programme on TV.

The researchers measured people’s feelings about their financial outlook and found MasterChef viewers to be the most positive about their fiscal futures. Over a quarter were ‘very confident’ and almost half were ‘confident’.

All up the research firm tallied a potential 1.753 million financially happy campers.

MasterChef: the proof is in the pudding

The same applied for the spin-off, Junior MasterChef.

This could bode well for the cooking show sponsors who were officially announced today. There were no surprises with the same sponsors coming back for seconds, thirds and fourths of the ratings-winning recipe.

Coles, MasterFoods, Sunbeam, Fonterra, Mitsubishi Motors and Qantas have all confirmed sponsorship with more blue chip sponsors yet to announce, according to Mumbrella.

Other shows to attract optimistic people were Seven News, Downtown Abbey and Dancing with the Stars.

The five questions:

• Would you say you and your family are better-off financially or worse off than you were at this time last year?
• This time next year, do you and your family expect to be better-off financially or worse off than you are now?
• Thinking of economic conditions in Australia as a whole, in the next 12 months do you expect we’ll have good times financially, bad times or some good and some bad?
• Looking ahead, what would you say is more likely, that in Australia as a whole, we’ll have continuous good times during the next five years of so – or we’ll have bad times – or some good and some bad?
• Generally, do you think now is a good time – or a bad time – for people to buy major household items?