TV Audience Measurement in Russia 2011 CAPITAL MARKETS DAY 24 March 2011 London Ruslan Tagiev, CEO TNS Russia
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
++
+
+
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!