TV MARKET SNAPSHOT 2014 NIELSEN AUDIENCE MEASUREMENT

Transcription

1 TV MARKET SNAPSHOT 2014 NIELSEN AUDIENCE MEASUREMENT

2 TV VIEWING TIME

3 ATV (min) AVERAGE VIEWING TIME (MINUTES/DAY/PERSON) 2013 and 2014 whole years, whole day, Total TV TOTAL 4+ AGE 4-17 AGE AGE Average viewing time of total population was three minutes higher in 2014 than in

4 SHARE OF CHANNEL NETWORKS 2013 and 2014 whole years, total 4+ whole day ,9 4,0 4,1 4,8 5,2 4,7 2,4 2,6 2,5 2,6 3,1 2, ,1 18,2 2,2 2,1 General entertainment Lifestyle channels Public channels RTL Klub + TV2 Movie channels 9,1 8,9 14,8 16,3 Channels for children News channels Documentary channels 27,9 29,6 Sport channels Music channels DVD/video/video game Share of general entertainment and public channels increased compared to

5 ADHESION BASED ON (BEST) RECEIVING PLATFORM 2013 and 2014 whole years, total 4+, Total TV 100% 90% 80% 23,6 29,8 Digital cable / IPTV 70% 60% 27,0 26,1 Digital satellite with subscription 50% 40% Analogue cable 30% 34,3 31,2 20% 10% 15,1 12,9 Terrestrial (analogue+cable) 0% Digital platforms win in 2014 compared to

6 TV ADS

7 VIEWERSHIP OF TV ADS IN whole year, total 4+, all spot measured channels Daily reach 7,1 million from which 6,5 million saw an ad. Daily viewing time 289 minutes. From which mért minutes were ad viewing. csatorna An individual saw 86 ads/day in average. Average ad viewing time is 9% of TV viewing time. 7

8 NUMBER OF INSERTIONS PER YEAR whole years, whole year, all spot measured channels channels channels channels 47 channels channels Number of insertions has been increasing for years. 8

9 AVERAGE SPOT LENGTH AND SPOT/BREAK IN whole year, whole day, all spot measured channels Proportion of duration Number of spots in the break 1-5 sec 10 sec 15 sec 20 sec 25 sec 30 sec 2% 5% 12% 10% Average spot length: 25,0 sec 25% 39% 11 or more spots/break 6-10 spots/break 49% 15% Avg: 7,0 1 spot/break 6% 30% 2-5 spots/break 31+ sec 6% Total ad time: hours meaning 4,25 years Average spot duration was 25 seconds, there were an average 7 spots in a break. 9

10 ADVERTISERS AND ADVERTISEMENTS IN whole year, whole day, all spot measured channels Number of advertisers: 612 number of brands: different spots, new spots. Ads were 728 times on air in average. 40% of new spots appeared on Monday, the most advertised spot was on air times. 10

11 SECTORS AND CLASSES IN whole year, whole day, all spot measured channels Top 10 sectors based on number of insertions Top 10 classes based on number of insertions OTC products Other trade (mainly e-commerce) Commerce OTC for cold & flu Food products Food trade Beauty care Vitamins Household products Telecommunication Other OTC products Hypermarkets Finance Credits and loans Free time 37 mért csatorna Drinks & beverages Pain killers, sedatives Mobile phone subscription Services Digestives Top 3 sectors give 53%, top 10 classes 37% of total TV ad number. 11

12 NOTES: Date: 2014 whole year Daypart: whole day (02-26h) Target: Total Individuals (4+) (Universe: Cases: 2 535) Channels: Total TV Spot measured ones: (49) (ATV, AXN, CARTOON NETWORK, CBS REALITY, COMEDY CENTRAL, COOL, DISCOVERY CHANNEL, DISNEY CHANNEL, DUNA TV, DUNA WORLD, F+, FEM3, FILM CAFE, FILM MANIA, FILM+2, FOX, LifeNetwork, M1, M2, M3, MINIMAX, MTV (MUSIC TELEVISION), MUSIC CHANNEL, MUSICMIX, MUZSIKA TV, NAT GEO WILD, NATIONAL GEOGRAPHIC CHANNEL, NICKELODEON, OzoneNetwork, PARAMOUNT, PRO4, RTL II, RTL KLUB, RTL+, SLAGER TV, SOROZAT+, SPEKTRUM, SPEKTRUM HOME, SPORT1, SPORT2, STORY4, STORY5, Super TV2, TV PAPRIKA, TV2, UNIVERSAL CHANNEL, VIASAT3, VIASAT6, VIVA) Definition of advertisement: Based on Spot database s recording rules advertisements (spots) are TV events in a block that starts and ends with ADVERTISEMENT title. If channel id between ads is replaced with a product it is advertisement too. When a countdown starts on the screen but a spot is on air at the same time, it is ad too. Post-production virtual spot in a program is also advertisement. Political ads in POLITICAL ADVERTISEMENT blocks are also included in the Spot database. Sponsorship or TV shops events are not ads. 12

13 About Nielsen Audience Measurement Nielsen Audience Measurement is the only company in Hungary that is engaged in television audience measurement. The data provided by Nielsen Audience Measurement ensures a "common currency" for the media agencies, advertisers and television channels, based on an independent and transparent measurement system. The independence, professional reliability and credibility of our audience measurement system have been confirmed by various independent audits. About Nielsen Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit For more information please visit our websites : Contact: Nielsen Közönségmérés Kft. H Budapest, Hermina út Phone: , Fax: services@nielsenkozonsegmeres.hu internet: