Present Situation Regarding. Television Viewing and Radio Listening

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1 Present Situation Regarding Television Viewing and Radio Listening A Summary of the Results of National Individual Audience Rating Survey conducted by NHK in June 2011 Broadcasting Culture Research Institute Public Opinion Research Division March 2012

2 Present Situation Regarding Television Viewing and Radio Listening ~ A Summary of the Results of the National Individual Audience Rating Survey Conducted by NHK in June 2011 ~ Preface Public Opinion Research Division of the NHK Broadcasting Culture Research Institute conducts a national audience rating survey in June and November every year. Each of these surveys covers 3,600 people aged 7 and above, selected by stratified random sampling method from throughout Japan. The selected persons are asked to record their TV viewing and radio listening behavior at five-minute intervals during a 24-hour day in diary-style over one week. In 2011, this survey was conducted from the 6th through the 12th of June. The number of valid respondents was 2,554 persons (70.9%). An audience rating of 1% was estimated to correspond to approximately 1 million and 180 thousands viewers. This audience rating survey is a regular, continuous evaluation that has been conducted over many years, employing the same method, the same surveying format and the same contents. This report summarizes the results of the June 2011 survey. TV Viewing Time The number of television channels varies with regions in Japan. While NHK's General TV (GTV) and Educational TV (ETV) are available nationwide, the average number of receivable commercial television channels including direct broadcasting satellite (DBS) and cable channels is 7.3. The survey shows that average TV viewing time per head per day is 3 hours 46 minutes; 59 minutes for NHK TV and 2 hours 47 minutes for commercial TVs. Average TV viewing time on weekdays, on Saturdays, and Sundays are 3 hours 39 minutes, 3 hours 50 minutes, and 4 hours 19 minutes, respectively. (Fig.1) 1

3 Fig.1 The average amount of televiewing time (per head per day and classified by time zone) (Hrs:Mins) Weekdays Morning Afternoon Evening After-midnight TV total 1:03 0:40 1:51 3:39 NHK TV total 0:23 0:25 0:58 0:09 0:01 0:05 Commercial TV total 0:41 0:30 1:27 2:42 0:04 Saturday Morning Afternoon Evening After-midnight TV total 1:06 0:48 1:50 3:50 0:06 NHK TV total 0:23 0:23 0:13 1:00 0:01 Commercial TV total 0:43 0:35 1:27 2:49 0:05 Sunday Morning Afternoon Evening After-midnight TV total 1:09 0:58 2:07 4:19 0:05 NHK TV total 0:18 0:30 1:04 0:14 0:01 Commercial TV total 0:51 0:44 1:37 3:15 0:04 Weekly Average Morning Afternoon Evening After-midnight TV total 1:04 0:44 1:53 3:46 0:05 NHK TV total 0:22 0:25 0:59 0:11 0:01 Commercial TV total 0:42 0:33 1:28 2:47 0:04 2

4 Average TV viewing time for elderly people is longer than that of young people regardless of gender. People aged 7 to 29 watches TV for about 2 hours (per day), while people aged 60 or above do so for 5 hours or more. This disparity is especially prominent in the viewing time for NHK. (Fig.2) Fig.2 The average amount of televiewing time (Weekly Average) (per head per day and classified by sex and age groups) 7:00 Hours 6:00 Male 5:13 5:46 Female 5:25 5:49 5:00 4:28 4:00 3:00 2:00 1:00 0:00 2:04 1:52 1:54 1:45 1:46 1:46 2:26 MALE 2:58 2:10 2:59 2:37 0:19 0:06 0:08 0:17 0: :41 0: :36 1: :54 2:52 2:06 1:51 1:36 1:23 2:21 2:10 3:07 FEMALE 2:48 3:35 3:01 0:15 0:14 0:11 0:20 0: :35 0: :47 1: :19 2: Age NHK TV Total Commercial TV Total 3

5 TV Ratings Audience ratings fluctuate significantly over the course of the day to show they are related to the viewers daily activities. On weekdays, there are three peaks of rating; morning, midday and evening, indicating these time periods are suitable for TV watching. (Fig.3) In the case of NHK GTV, the peaks of audience ratings are from 6 a.m. to 9 a.m., noon to 1 p.m. and 6 p.m. to 10 p.m. Particularly, time slot from 8:00 a.m. to 8:30 a.m. earns remarkably high rating, almost 12%. Ohisama(serial drama) is broadcast on NHK GTV in this peak time. Fig.3 Ratios of Televiewers at 30-minute Intervals (Weekdays) [2010~2011: June] NHK GTV Commercial TV Total 時 時 % % 4

6 Programs on NHK GTV The following summarizes audience ratings of major programs on NHK GTV. In the morning News:Good Morning,Japan is a news show aired from 4:30 a.m. to 8 a.m. everyday except Saturdays and Sundays. This program s average rating is 6.0% for 6 a.m. to 7 a.m. and 9.3% for 7 to 7:45 a.m. Ohisama a morning serial drama telecast immediately after this news show, earned an average audience rating of 14.9% In the afternoon Another news program aired daily at noon earned an average audience rating of 8.8%. NHK Amateur Singing Contest telecast at lunchtime on Sundays enjoyed a high audience rating of 10.5%. In the evening NHK News 7, starting at 7 p.m. had an average audience rating of 12.0%,and News Watch 9, starting at 9 p.m. had 6.5%. Among entertainment programs, a historical drama series broadcast on Sundays achieved a high audience rating of 15.9%. The followings are the ten most popular programs on NHK GTV. (Table.1) Table.1 Popular programs on NHK GTV Day Time Program Name Rating Sun 20:00 Gou (historical drama) 15.9 (%) Sat 8:00 # Ohisama (serial drama) 15.5 Tue 19:00 # NHK News Sun 20:45 # News & Weather Forecast 12.5 Mon 20:00 Tsurube's Salute to Families 10.9 Sun 12:15 NHK Amateur Singing Contest 10.5 Sun 12:00 # News 10.4 Wed 20:00 Science for Everyone 10.3 Tue 7:00 # News: Good Morning, Japan 9.9 Tue 20:00 NHK Kayo Concert(music show) 9.7 Note: Hereinafter # indicates a broadcast with the highest rating in a series during the given week. 5

7 Programs on NHK ETV ETV broadcasts include programs for schools and various adult study courses, usually targeting a limited number of viewers. Audience ratings of individual programs therefore stand at 2% level at best. Nevertheless, the survey shows that weekly reach of ETV is 27.1% among respondents, indicating that a considerable number of people watch ETV programs. By age and gender, weekly reach for ETV channel is relatively high among children aged 7 through 12 as well as women in their thirties. (Fig.4) Fig.4 Weekly reach for ETV (by gender and age) Age Male Female % Weekly reach 6

8 DBS ( Direct Broadcasting Satellite ) Channels NHK have two DBS channels: BS-1 mainly providing news and sports, and BS-Premium mainly providing daily-life information, entertainment and movies. All of them cover the entire nation. The rate of respondents who can watch DBS programs at home is 50.8%. Among respondents who can receive DBS programs, weekly reach for BS-1 is 18.2%, and BS-Premium 20.4%. The total weekly reach for NHK and commercial DBS-TVs are 42.6% The ten most popular programs on NHK BS-1 and BS-Premium are shown below. (Table. 2 and 3) Table. 2 Popular programs on NHK BS-1 (Rating is calculated with only DBS receivers) Day Time Program Name Rating Thu 18:00 BS Professional Baseball Hawks vs Giants 2.5 % Thu 20:50 # BS News 2.4 Fri 19:47 BS News 1.7 Sat 14:00 BS Professional Baseball Buffaloes vs Giants 1.6 Thu 21:00 # Invitation to Nature 1.5 Table. 3 Popular programs on NHK BS-Premium (Rating is calculated with only DBS receivers) Day Time Program Name Rating Mon 7:30 # Ohisama (serial drama) 4.4 % Sun 21:00 Dong Yi (Korean historical drama) 3.4 Sun 18:00 Gou (historical drama) 2.8 Fri 7:45 # Nippon Judan Kokoro Tabi 2.4 Sun 19:30 BS Japanese Songs 2.1 7

9 Radio NHK have three radio channels: two medium-wave (AM) channels ( Radio-1 mainly providing daily-life information, and Radio-2 mainly providing weather forecasts and educational programs such as radio lectures) and one VHF FM channel airing mainly music programs. All three services cover the entire nation. The number of commercial radio stations transmitting on AM and FM differs depending on regions. Weekly reach of any or radio broadcasts is 37.5% among respondents. Among AM services, reach for NHK Radio-1 was 18.1%, while that for commercial radio stations in total was 18.3%. Among FM services, NHK earned 3.5% and commercial stations 11.2%. Weekly reach for medium-wave radio by age and gender shows NHK Radio-1 is most popular among listeners aged 60 and above, while commercial stations are popular among listeners in their fifties through sixties. (Fig.5) In the case of FM, weekly reach of commercial stations is higher than that of NHK in almost any age groups, particularly among listeners in their thirties through fifties. Fig.5 Weekly reach of Medium-Wave NHK Radio-1 and Commercial Radio (by gender and age) % Male NHK R-1 Commercial AM R % Female NHK R-1 Commercial AM R

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