TV Audience Measurement in Russia

TV Audience Measurement in Russia
2011 CAPITAL MARKETS DAY
Ruslan Tagiev, CEO TNS Russia
24 March 2011
London
2
Agenda
TV Audience Measurement in Russia
1. Basic Principles and Standards
2. Current Status and Development Strategy
3. Key Russian TV Market Indicators
TNS Worldwide
• Global TNS
▫
▫
▫
▫
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Since 1960
Since 2008 a part of WPP/Kantar Research
In 2009 merged with Research International 15 000 employees in 80 countries
15 000 employees in 80
Over 15 areas of expertise including mass media
TV Audience Measurements in 58 countries
x Including UK, USA, Brazil, Russia, India, China, etc.
• TNS Russia
▫ Since 1994
Since 1994
▫ Research Agency № 1, Russian market share 20%
▫ The only Russian TV, Radio & Press data provider
TV Audience Measurement
TV Audience Measurement
Basic principles
5
TV Audience Measurement Basic Principles
Agreement
g
with all advertising g
market participants
6
Advertising Budget Allocation
Advertiser
£€$
Advertising Agency
TV Channels
Audience/
Consumers
7
TV Audience Measurement Basic Principles
International standards on research methodology and technology
8
TV Audience Measurement Scheme
Defining Universe
Forming Panel
Collecting PeopleMeter Data
Full Air Monitoring
Data
Processing
Clients
Database
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TV Audience Measurement Standards: TV
Audience Measurement Standards:
TV Panel
Recruitment
• Establishment Survey
• Response rates
Response rates
Design & Structure
• Representativeness
Management
Data Processing
• Panel support
• Panel motivation
Panel motivation
• Panel security • Daily data quality control
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TV Audience Measurement Standards: TV
Audience Measurement Standards:
Equipment
PeopleMeters TNS 5000
•
•
•
•
Audio Matching System
g y
Technology works in 24 countries
84 000 peoplemeters in 48 000 households
Largest Markets:
▫ China
▫ Russia (since 2011)
▫ Spain
▫ UK
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TV Audience Measurement Standards: TV
Audience Measurement Standards:
Monitoring
• Full TV broadcast monitoring
▫ Network
▫ 29 local markets incl. Moscow & St.Petersbourg
• 600+ TV channels
• 16 000 000+ events recorded per month
• 100+ attributes important to the client are in the database:
▫ Advertiser
d
i
▫ Product category
▫ Spot position in break
S t
iti i b k
▫ Spot description, etc.
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TV Audience Measurement Basic Principles
Total quality control q
y
by Data User Committee
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TV Audience Measurement TV
Audience Measurement
Quality Assurance
• TAM Audits in Russia
▫ 1999 – Independent auditor Ph.D. Toby Syfret
▫ 2002 – Independent auditor Ph.D. Thomas Newman
▫ 2005 – Independent auditor Ph.D. Peter Menneer
• TAM Users Committee
▫ Since 2005, quarterly meetings
▫ Participants: i i
x Advertisers
x TV Channels
TV Ch
l
x Sales‐Houses & Ad Agencies
TV Audience Measurement
TV Audience Measurement
History. Current status. Development Strategy
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TV Audience Measurement History in Russia
1992 – 2000
Diary panel
Peoplemeter panel
Since 1996
1996
Moscow, ,
300 households
1999
Russia (cities 100 000+), 1200 households
1200 households
2011
Russia (cities 100 000+), 3573 households
3573 households
2013
1990
1995
2000
2005
2010
Development plan
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TV Audience Measurement in Russia: TV
Audience Measurement in Russia:
Current Status
Universe
• Russia (cities 100 000+)
• Additional data for 29 cities (including Moscow)
Additional data for 29 cities (including Moscow)
Sample size
• 3500 households, 72 cities
TV channels
• 200+ channels reported
Delivery Forms
• Full Database (minutes, programmes, breaks, spots)
• Table reports and analysis Daily database update
• Moscow: next day after broadcast • Russia & Local markets: 2nd day after broadcast
y
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Russian TV Market Today
Multichannel
Digital
Time‐Shifted Viewing
Alternative Platforms
Russian Broadcasting Specifics
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Anytime. Anywhere. Any Device
+
+
+
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TV Audience Measurement TV
Audience Measurement
Development Philosophy
PEOPLEMETER + Audio Matching System
TRADITIONAL HOME TV VIEWING
RETURN‐PATH‐DATA:
PORTABLE PEOPLEMETER (PPM)
HOME TV VIEWING,
MULTICHANNEL HOMES
OUT‐OF‐HOME TV VIEWING,,
ALTERNATIVE PLATFORMS
VIEWING via INTERNET
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TV Audience Measurement in Russia: TV
Audience Measurement in Russia:
2011‐2013 Development
1
2
3
4
5
6
Technological Innovations
National Panel Development
Sample Size Increase
New TV Viewing Ways Measurement
i i
Software Development
Software Development
Monitoring Development
Monitoring Development
Russian TV Market
Russian TV Market
Key figures
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Daily Reach
Daily Reach
Russia cities 100 000+, aged 12+, January 2011
Radio: October‐December 2010
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Daily TV Viewing Time (min)
Daily TV Viewing Time (min)
Russia cities 100 000+, 5:00 – 29:00, September‐June each year In last 2 seasons Daily TV Viewing Time is stable or increasing even among young people.
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THANK YOU FOR YOUR ATTENTION!