TV MARKET SNAPSHOT 2015 NIELSEN AUDIENCE MEASUREMENT

Transcription

1 TV MARKET SNAPSHOT 2015 NIELSEN AUDIENCE MEASUREMENT

2 TV VIEWING TIME

3 ATV (minutes) AVERAGE VIEWING TIME (MINUTES/DAY/PERSON) 2014 and 2015 whole years, whole day, Total TV, Live+Playback TOTAL 4+ AGE 4-17 AGE AGE Average viewing time of total population was three minutes lower in 2015 than in

4 LIVE AND PLAYBACK TIME VIEWED PER DAY(ATV) 2015 whole year, whole day, Total TV, Live+Playback TARGET LIVE MINUTES PLAYBACK MINUTES PLAYBACK % TOTAL ,1 1,0% ,6 1,3% ,3 1,4% ,1 0,8% Live: Viewing of TV broadcasts at the actual time of transmission Playback: Viewing of TV contents recorded and viewed within 7 days of the original broadcast time Total individuals spent 1,0% of their total TV viewing time on time-shifted content. 4

5 SHARE OF CHANNEL TYPES 2014 and 2015 whole year, whole day, Total 4+, Live+Playback ,9% 5,0% 5,3% 2,7% 2,5% 4,5% General entertainment 2,3% 19,8% 2,6% 2,5% 5,2% Lifestyle channels 18,2% 2,4% Public channels 4,0% 4,8% 4,9% ,1% 2,3% RTL Klub + TV2 Movie channels Channels for children 9,7% 9,1% 16,3% 16,1% News channels Documentary channels Sport channels 27,9% 25,9% Music channels DVD/video/video game Other channels *In 2014 Playback is the part of Other channels category. Share of general entertainment and movie channels increased compared to

6 ADHESION BASED ON (BEST) RECEIVING PLATFORM 2014 and 2015 whole year, whole day, Total 4+, Total TV, Live+Playback 100% 90% 80% 29,8% 36,6% Digital cable / IPTV 70% 60% 50% 26,1% 24,4% Digital satellite with subscription 40% Analogue cable 30% 20% 10% 31,2% 27,0% 12,9% 12,0% Terrestrial (analogue + cable) 0% Share of digital cable and IPTV further increased. 6

7 TV ADS

8 VIEWERSHIP OF TV ADS IN whole year, whole day, Total 4+, all spot measured channels Daily Reach was 6,9 million from which 6,5 million saw an ad. Daily viewing time was 286 minutes from which mért minutes were ad viewing. csatorna An individual saw 89 TV ads/day in average. Average ad viewing time is 9% of TV viewing time. 8

9 NUMBER OF INSERTIONS PER YEAR whole years, whole day, all spot measured channels channels channels 47 channels channels channels Number of insertions has been increasing for years and has been doubled in the last five years. 9

10 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 1% 7% 12% 14% Average spot length: 24,2 sec 25% 35% 11 or more spots/break 6-10 spots/break 50% 20% Avg.: 7,7 1 spot/break 4% 26% 2-5 spots/break 31+ sec 6% Total ad time: hours meaning 5,25 years Average spot duration was 24,2 seconds and average number of spots was 7,7 in a break. 10

11 ADVERTISERS AND ADVERTISEMENTS IN whole year, whole day, all spot measured channels Number of advertisers: 578 number of brands: different spots new spots. Ads were 939 times on air in average. 35% of new spots appeared on Monday, the most advertised spot was on air times. 11

12 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 OTC for cold & flu Commerce Vitamins Food products Other OTC products Beauty care Food trade Household products Credits & loans Finance Hypermarkets Telecommunication Pain killers, sedatives Drinks & beverages 37 mért csatorna Services Other trade (mainly e- commerce) Mobile phone subscription Free time Cars Top 3 sectors gave 56%, top 10 classes accounted for 38% of total TV ads number. 12

13 NOTES: Period: and Daypart: whole day (02-26h) Target: Total Individuals (4+) 2015: (Universe: Cases: 2 557) Variable: ATV, SHR%, ADH%: Lve+Playback, ad RCH, ad viewing time, OTS: Live Channels: Total TV Channel networks: (status of ) Public: M1, M2, M3, M4 Sport, Duna TV, Duna World; Life style: Digi Life, Fishing&Hunting, LifeNetwork, Spektrum Home, TLC, Travel Channel, TV Paprika, Viasat Explorer; General entertainmment: BBC Entertainment, C8, Comedy Central, Cool, Fem3, FixTV, Galaxy, PAX TV, RTL+, PRO4, RTL II, Sorozat+, Story4, Story5, Super TV2, Viasat3, Viasat6; Movie: AMC, AXN, AXN Black, AXN White, DIGI Film, Film+, Film+2, Filmbox, Film Café, Film Mánia, FOX, HBO, HBO2, HBO Comedy, Paramount, Universal Channel; Channels for children: Boomerang, Cartoon Network, Disney Channel, Disney Junior, JimJam, Megamax, Minimax, Nickelodeon, Nick JR; News: ATV, EchoTV, Euronews (magyar), HírTV, P+; Documentary channels: Animal Planet, CBS Reality, D1, Da Vinci Learning, DIGI Animal World, DIGI World, Discovery Channel, Discovery Science, Discovery World, DoQ, History Channel, IDX, Investigation Discovery, National Geographic Channel, Nat Geo Wild, OzoneNetwork, Spektrum, Viasat History, Viasat Nature; Sport: DIGI Sport 1, DIGI Sport 2, Eurosport, Eurosport2, Extreme Sport, Sport1, Sport2, Sport Klub, Sport M; Other: H!t Music Channel, Music Channel, Muzsika TV, MTV (Music Television), Sláger TV, Viva; Other: külföldi csatornák, egyéb azonosítatlan magyar csatornák, egyéb képernyőhasználat Spot measured channels: (ATV, AXN, CARTOON NETWORK, CBS REALITY, COMEDY CENTRAL, COOL, DISCOVERY CHANNEL, DISNEY CHANNEL, DOQ, DUNA TV, DUNA WORLD, F+, FEM3, FILM CAFE, FILM MANIA, FILM+2, FOX, Galaxy, Investigation Discovery, LifeNetwork, M1, M2, M3, M4 Sport, MINIMAX, MTV (MUSIC TELEVISION), MUSIC CHANNEL, 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, SPORT KLUB, STORY4, STORY5, Super TV2, TLC, TV PAPRIKA, TV2, UNIVERSAL CHANNEL, VIASAT3, VIASAT6, VIVA) Definition of advertisement: Based on recording rules of the Spot database, 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. 13

14 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 plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content video, audio and text is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world s population. For more information please visit our websites : Contact: Nielsen Közönségmérés Kft. H Budapest, Hermina út Phone: , Fax: [email protected] internet: