Post on 14-Dec-2014
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TV Audience Measurement in Russia
2011 CAPITAL MARKETS DAY24 March 2011London
Ruslan Tagiev, CEO TNS Russia
Agenda
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AgendaTV 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▫ Since 1960▫ Since 2008 a part of WPP/Kantar Research▫ In 2009 merged with Research International ▫ 15 000 employees in 80 countries15 000 employees in 80 countries▫ Over 15 areas of expertise including mass media▫ TV Audience Measurements in 58 countries
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 MeasurementTV Audience MeasurementBasic principles
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TV Audience Measurement Basic Principles
Agreement with all advertising g gmarket participants
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Advertising Budget AllocationAudience/Consumers
Advertising Agency
Advertiser TV Channels
£ € $
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TV Audience Measurement Basic Principles
International standards on research methodology and technology
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TV Audience Measurement Scheme
Defining Universe Forming Panel Collecting PeopleMeter Data
DataProcessing
Full Air Monitoring ClientsDatabase
TV Audience Measurement Standards:
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TV Audience Measurement Standards: TV Panel
Recruitment•Establishment Survey•Response rates
Design & Structure
Management•Panel support• Panel motivation
Data Processing•Daily data quality control• Response rates •Representativeness •Panel motivation
•Panel security
control
TV Audience Measurement Standards:
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TV Audience Measurement Standards: EquipmentPeopleMeters TNS 5000• Audio Matching Systemg y• Technology works in 24 countries• 84 000 peoplemeters in 48 000 households• Largest Markets:▫ China▫ Russia (since 2011)▫ Spain▫ UK
TV Audience Measurement Standards:
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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:
d i▫ Advertiser▫ Product categoryS t iti i b k▫ Spot position in break
▫ Spot description, etc.
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TV Audience Measurement Basic Principles
Total quality control q yby Data User Committee
TV Audience Measurement
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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
i i▫ Participants: AdvertisersTV Ch lTV ChannelsSales‐Houses & Ad Agencies
TV Audience MeasurementTV Audience MeasurementHistory. Current status. Development Strategy
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TV Audience Measurement History in Russia
1992 – 2000 Diary panel
Since 1996 Peoplemeter panel
Moscow, ,300 households1996
Russia (cities 100 000+), 1200 households1999 Russia (cities 100 000+),
3573 households20111200 households 3573 households
Development plan2013
1990 1995 2000 2005 2010
TV Audience Measurement in Russia:
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TV Audience Measurement in Russia: Current StatusUniverse
• 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 broadcasty
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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
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TV Audience Measurement Development Philosophy
PEOPLEMETER + Audio Matching SystemTRADITIONAL HOME TV VIEWING
PORTABLE PEOPLEMETER (PPM)OUT‐OF‐HOME TV VIEWING,
RETURN‐PATH‐DATA:HOME TV VIEWING,MULTICHANNEL ,
ALTERNATIVE PLATFORMS HOMES
VIEWING via INTERNET
TV Audience Measurement in Russia:
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TV Audience Measurement in Russia: 2011‐2013 Development
1 Technological Innovations
2 National Panel Development
3 Sample Size Increase
4 i i4 New TV Viewing Ways Measurement
5 Software Development5 Software Development
6 Monitoring Development6 Monitoring Development
Russian TV MarketRussian TV MarketKey figures
Daily Reach
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Daily ReachRussia cities 100 000+, aged 12+, January 2011
Radio: October‐December 2010
Daily TV Viewing Time (min)
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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!