Branded-funded content takes off. Literally. After three episodes, Westpac's Air Rescue documentary series on Seven has seen its audience ratings gain altitude.
If there was any doubt a brand-funded series wouldn't gain favour with Australian audiences, the first three episodes of Air Rescue should allay the scepticism. Air Rescue, which follows the experiences of the Life Saver helicopters with which Westpac has long been associated.
Last night's 30-minute episode attracted 866,000 metro viewers, according to overnight ratings from OzTam. The first two episodes commanded 794,000 and 858,000 viewers. There are three episodes left.
The venture was a partnership between Seven, Westpac and MediaCom Beyond Advertising.
It follows a similar move by McDonald's last year with its McDonald's Gets Grilled program, a purportedly candid behind-the-scenes look at the fast-food giant which was funded by the brand.
In other ratings news, The Blacklist drew 1.02 million people on Seven while Ten's Homeland garnered 411,000 viewers, The replacement of A League of Their Own with Modern Family repeats on Ten boosted the time slot, albeit marginally, with more than half a million tuned in compared to League's ratings in the 300,000 range.
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