Decrease in the share of the channel's target audience. How are TV show ratings calculated? Is it possible to know exactly how many people are currently watching this program? Average daily shares of TV channels in Russia, %

Niche thematic TV channels collectively outstrip the largest broadcast channels in coverage, as follows from the first report of the Mediascope meter to Roskomnadzor. According to the results of three quarters of 2017, the number of viewers of such channels reached 59.8 million per month, which is 400 thousand more than Channel One. In terms of viewing time, “Russia 1” retains its leadership.

Based on the results of three quarters of 2017, thematic channels collectively became leaders in monthly reach among viewers over four years of age, according to a Mediascope report for Roskomnadzor. At the end of 2016, Mediascope was accredited by the department for three years as an official TV audience meter and, according to the terms of the competition, must submit an annual report on the research conducted to Roskomnadzor. This is the first such report, Mediascope confirmed. The company notes: for certain age groups, thematic channels have been number one channels for many years, that is, their total audience is higher than the audience of any individual channel.

The average monthly number of viewers of thematic channels in 2017 was 59.8 million people, or 86% of the total number of viewers. Channel One's average monthly audience reached 59.4 million viewers. Russia 1 is in third place with 57.1 million people. In terms of the average daily number of viewers, on the contrary, Channel One is in the lead with 24 million people, and thematic channels are in second place, they were watched on average by 23.7 million people. In terms of average monthly coverage, thematic TV is second only to leadership among viewers over 55 years of age.

At the same time, according to a more traditional indicator for the market - the share of viewers - “Russia 1” last year for the first time overtook “Channel One,” Kommersant reported then. Based on the results of 2017, Russia 1 can maintain this leadership, RBC wrote in December. The report to Roskomnadzor uses another measurement parameter - coverage, which indicates the number of people who turn on the channel for at least one minute either once a month or once a day, Mediascope explains. The commonly used indicators of ratings and audience shares take into account not only the number of people tuning into the channel, but also the viewing time. Thus, “Russia 1” has a longer viewing time, and “Channel One” has a larger number of people who turned it on. Thus, “Russia 1” was watched on average 30.1 minutes per day and 912 minutes per month, “Channel One” - 27.7 and 839 minutes, thematic TV - 27.2 and 826 minutes, respectively.

Channel One explains the increase in coverage of thematic TV by objective reasons, that is, an increase in the number of such channels (this category includes more than 200 broadcasters) and the fact that 95% of subscribers can receive them in the Mediascope panel, while in the country as a whole, according to operator subscriber bases and Rosstat data, such subscribers are no more than 80%.

But there really is a growth trend for niche channels, and it threatens large channels. It’s not for nothing that TV holdings are forming their own packages with thematic TV, says Dmitry Kuraev, general director of the Russian office of Etat Control International. The share of thematic TV in the advertising pie will also grow, he is sure.

According to the Association of Communication Agencies of Russia, for three quarters of 2017 advertising revenue niche channels amounted to 3.5 billion rubles, which is only 3% of all TV. At the same time, since 2016, the principle of selling advertising inventory on thematic TV has changed, recalls Andrey Skorodumov, head of the productivity and evaluation department for media purchases at OMD OM Group: it began to be sold by ratings, and not by minutes, as before. In 2016, the growth of advertising budgets in this segment was 52%, in 2017 the thematic TV market may grow by another 40%, and for 2018 OMD OM Group predicts growth at 25%.

Paid niche channels are growing their audience because they were able to provide viewers with content that is either not available or insufficient on national TV channels, says Viasat Group CEO Alexey Krol, for example, film screenings, the volume of which decreased on terrestrial TV in 2017.

Average daily share Prime time 19:00-23:00, Moscow. 2nd quarter 2019

08.04.2019 - 14.04.2019

Average daily shares of TV channels, % Moscow. 4th quarter 2018

24.12.2018 - 30.12.2018

.

• Top 100 programs;
• Top 10 by channels;
• Top 10 by genre;
• Average daily share;

Average daily shares of TV channels, % Moscow. 1st quarter 2019

11.02.2019 - 27.02.2019

To obtain the necessary data, select the region of interest, the period and any of the proposed reports:

• Top 100 programs;
• Top 10 by channels;
• Top 10 by genre;
• Average daily share;
• The average daily share of prime time is 19:00 - 23:00.

Information is updated weekly, on Tuesdays.

The audience being studied is the population aged 4 years and older (unless otherwise indicated), Russian cities with a population of 100 thousand or more inhabitants.

Average daily shares of TV channels, % Moscow. 2nd quarter 2019

08.04.2019 - 14.04.2019

This section provides information about the television audience in Moscow and Russia, obtained during TV Index research.

To obtain the necessary data, select the region of interest, the period and any of the proposed reports:

• Top 100 programs;
• Top 10 by channels;
• Top 10 by genre;
• Average daily share;
• The average daily share of prime time is 19:00 - 23:00.

Information is updated weekly, on Tuesdays.

The audience being studied is the population aged 4 years and older (unless otherwise indicated), Russian cities with a population of 100 thousand or more inhabitants.

Average daily share of Prime Time 19:00-23:00 Russia Q2 2019

08.04.2019 - 14.04.2019

Average daily shares of TV channels, % Russia. 4th quarter 2018

24.12.2018 - 30.12.2018

This section provides information about the television audience in Moscow and Russia, obtained during TV Index research.

To obtain the necessary data, select the region of interest, the period and any of the proposed reports:

• Top 100 programs;
• Top 10 by channels;
• Top 10 by genre;
• Average daily share;
• The average daily share of prime time is 19:00 - 23:00.

The audience being studied is the population aged 4 years and older (unless otherwise indicated), Russian cities with a population of 100 thousand or more inhabitants.

Average daily shares of TV channels, % Russia. 1st quarter 2019

11.02.2018 - 17.02.2018

This section provides information about the television audience in Moscow and Russia, obtained during TV Index research.

To obtain the necessary data, select the region of interest, the period and any of the proposed reports:

• Top 100 programs;
• Top 10 by channels;
• Top 10 by genre;
• Average daily share;
• The average daily share of prime time is 19:00 - 23:00.

Information is updated weekly, on Wednesdays.

The audience being studied is the population aged 4 years and older (unless otherwise indicated), Russian cities with a population of 100 thousand or more inhabitants.

Average daily shares of TV channels, % Russia. 2nd quarter 2019

11.02.2018 - 17.02.2018

This section provides information about the television audience in Moscow and Russia, obtained during TV Index research.

To obtain the necessary data, select the region of interest, the period and any of the proposed reports:

• Top 100 programs;
• Top 10 by channels;
• Top 10 by genre;
• Average daily share;
• The average daily share of prime time is 19:00 - 23:00.

Information is updated weekly, on Wednesdays.

The audience being studied is the population aged 4 years and older (unless otherwise indicated), Russian cities with a population of 100 thousand or more inhabitants.

Russia. 1st quarter 2019 (11.02.2019 - 17.02.2019)

100 most popular programs among Russians over the age of 4 years

Russia. 2nd quarter 2019 (04/08/2019 - 04/14/2019)

This section provides information about the television audience in Moscow and Russia, obtained during TV Index research.

To obtain the necessary data, select the region of interest, the period and any of the proposed reports:

• Top 100 programs;
• Top 10 by channels;
• Top 10 by genre;
• Average daily share;
• The average daily share of prime time is 19:00 - 23:00.

Information is updated weekly, on Wednesdays.

The audience being studied is the population aged 4 years and older (unless otherwise indicated), Russian cities with a population of 100 thousand or more inhabitants.

It is impossible to establish the exact number of television viewers, especially right now, although many years ago they tried to do something similar in the program “What? Where? When?”

Television measurements are carried out by a company - the so-called national meter. Our company is TNS.

Measurements are carried out using a special attachment - a people meter. Measurements are made by comparing the audio track, which is this moment on the viewer's TV, with a control. Only those TV channels that have entered into an agreement with the measuring company measure.

The people meter is equipped with a remote control, where each button is programmed for a specific family member. When sitting down to watch TV, the viewer must press his button. Families (in this case, the more correct term is households) are selected so that their totality reflects the totality of all families in the country according to a number of parameters (number of family members, income level, region, etc.). By analyzing data from people meters, the result is “distributed” to the entire country. Of course, this is not absolutely accurate data, but the magnitude of the error is not significant. At the same time, the meter can combat both spectator fraud and other errors that arise during the work process. Several thousand set-top boxes were distributed (I don’t remember the exact number), but they are issued only in large cities (so there is also an error here, although it is also small and does not bother much, especially advertisers). They don’t pay anything for the console, sometimes they give gifts, and they motivate using other methods.

Every year, the company conducts a telephone survey, during which it finds out data that cannot be obtained using a people meter (for example, how many people do not watch TV), and also determines the willingness of people to participate in the measurement program. Moreover, one day I received such a call, but I honestly refused the survey, since people professionally associated with television are not considered objective - well, this is the general principle of such surveys.

Data processing is a slow process: in Moscow data is issued within 24 hours, in the country the period is longer - several days.

There are special independent companies that study public opinion and conduct television market research. One such company is TNS. These are the definitions this company offers:

TV program share– the average number of people watching a television program, expressed as a percentage of the total number of television viewers (those who watched any program, including the program being evaluated) at a given time.

Average daily share of a TV channel– the average number of people who watched a TV channel during the day, expressed as a percentage of the total number of TV viewers (those who watched any TV channel during the day, including the TV channel being evaluated).

The study involves residents of our country aged 4 years and older, living in large populated areas (from 100 thousand people). A sample is carried out: that is, if in our country, for example, there are 45% men and 55% women, then among the people selected for the study there should be 45% men and 55% women. A thorough survey is carried out in the selected families: social status, income and various other parameters. To conduct the study, a special device is installed on the TV - a people meter. Using a special remote control, he records information about each switch: what channel, how long it was watched, down to the second, and even which family members watched it. Once a day, information is transmitted to the central data collection node and synchronized with the recording of channel broadcasts.

Target audience of TNT channel

TNT is the largest television network in Russia. The level of TNT coverage is not inferior to central channels. At the beginning of 2008, its audience was more than 100 million people. The television network cooperates with more than 500 partners in 920 cities of Russia. [Appendix B]

TNT is rapidly approaching its position as the leader in youth television viewing. TNT's share is 13.6% (Russia, 18-30.) Based on the results of the first half of the year, we have only one competitor left - Channel One.

The channel's target audience is young people 18-45 years old, 64% women. Prosperous young people with an active lifestyle, living life to the fullest, open to communication and everything new, are always busy and in a hurry to get somewhere. There is no time to make thoughtful purchases. Not interested in politics. TNT has a unique affinity for the 18-45 and 18-30 audiences, which are of greatest commercial interest to advertisers. [Appendix A] More Details:

The audience of the TNT channel is:

7% - will never watch TNT

22% - consider the channel the most fashionable and modern

25% consider the channel the most popular

20% - choose the TNT channel first (3,000,000)

5% - last viewed

28% - watch most often

50% - watched in the last month

89% have heard about the channel

Psychographic segmentation of TNT:

21% are prosperous idealists

10% - satisfied citizens

17% - mining

7% - uninterested

8% - carefree

3% - traditionalists

19% - aspiring

Speaking about the TV channel's viewership, it should be noted that TNT has an attractive potential audience of 18-45 years old. The TNT channel is aimed at young and adult socially successful, thinking audiences, which are the most attractive to advertisers. This means that the channel is watched by self-confident, ambitious and solvent people, whose choice is not random, but conscious; not imposed, but clearly determined by personal preferences.

TNT is watched almost equally by women (55%) and men (45%), more than half of whom work. The average age of a TNT viewer is 32 years. And taking into account, first of all, the interests of the target age group from 18 to 45 years old, the TNT - Ether channel offers its advertiser access to the widest demographic and social strata of the viewing audience, since our priority viewer has a family and is focused on family values.

Audience characteristics of the TNT channel

Audience coverage: about 100 million people.

Broadcasting area: 975 cities.

Share of young people (100% - TV viewers of all TV channels aged 18-30): 14.5%.

Share of audience 18-45 years old (100% - TV viewers of all TV channels 18-45 years old): 10.9%.

Share of audience 6-54 years old (100% - TV viewers of all TV channels 6-54 years old): 9.6%.

Main core: 18-30 years old.

The share of viewers with secondary and higher education: 77%. The share of viewers with average and above average income: 69%.

TNT is an entertainment television; its on-air lineup is built on the principle of “broadcasting everything that other TV channels do not broadcast, or broadcast in insufficient quantities.” The television program consists mainly of special TNT projects (humorous, documentaries, on everyday topics, aimed at youth, reality shows, serials), comedy cartoons and foreign-made films.

10 most popular programs on TNT channel

The concept of an audience, for all its everyday simplicity and clarity, can be filled with different content depending on the theoretical concept. In different periods of studying mass communication and audiences, researchers have assigned different meanings to this concept.

If the audience as a collection of people who jointly perceive a certain message or spectacle has existed for a long time, then the mass audience is a relatively recent phenomenon. The mass audience is characterized by heterogeneity, dispersion and significant size, as well as the indirect and more individualized nature of the perception of messages.

In advertising communications, it is necessary to distinguish between all consumers of advertising and target audience advertising campaign. Any person who notices or hears the message can become a consumer of advertising products. The target audience is a set of potential buyers of the advertised products. Moreover, the target audience is precisely those people who are most likely to purchase the advertised products. A qualitative determination of the target audience will allow you to choose exactly those types of advertising communications that can most effectively influence the direct consumers of the advertised products [Krylovsky, K. Target audience and consumers of advertising [ Electronic resource]. - Access mode: http://www.photoads.ru/advertising/psychology_04.php]

The television audience is not just a mechanical set of individuals, identified according to some formal set of characteristics. A television audience is a kind of macro-integrity. Every time there is something that unites TV viewers, for example, lifestyle, common language, culture, value orientations, professional interests, social problems, etc. [The essence and role of TV in modern information society[Electronic resource]. - Access mode: http://theoldtree.ru/zhurnalistika_izdatelskoe_delo_i_smi/sushhnost_i_rol_televideniya_v.php].

After market segmentation has been carried out, you can also create a portrait of the target audience (portrait of the consumer), highlighting stable characteristics.

The profile of the target audience is a set of characteristics grouped into four areas: geographical characteristics, socio-demographic, psychographic and behavioral.

Geographic characteristics: region of residence, city, district, population density, climate, etc.

Socio-demographic characteristics: gender, age, income level, education, social status, family size, number of children and their age, and so on.

Psychographic characteristics: lifestyle, personality traits, character traits, life position, dominant motives of behavior, lifestyle, value system.

Behavioral characteristics: reasons and motives for making a purchase; benefits sought; user status (non-users, former users, potential, new or regular users); degree of loyalty to the product and readiness to purchase (awareness, knowledge, predisposition, preference, conviction and purchase); commitment to certain brands (new category of users, brand loyalists, adherents of other brands, changing trademark); frequency of use of a specific product (low, medium or high activity of product use); attitudes towards the product (enthusiastic, favorable, indifferent, negative or hostile). (http://www.eso-online.ru/12_shagov_razrabotki_reklamnoj_kampanii/3_shag_celevaya_auditoriya_reklamy/)

Audiences can be stable or unstable in their preferences, habits, and frequency of access, which is taken into account when studying the interaction between the source and recipient of information. The characteristics of the audience largely depend on its socio-demographic characteristics (gender, age, income, level of education, place of residence, marital status, professional orientation). Also, when receiving mass information, the behavior of the audience is mediated by factors of a situational nature (unique circumstances, external environment). The importance of the mass information itself and the source of its transmission is often indicated by the quantitative parameters of the audience: the larger the audience, the more important the information and the more significant the source. The audience typology is based on the ability of population groups to access specific sources of information. On this basis, the following types of audiences can be distinguished: conditional and non-target (whom the media does not directly target); regular and irregular; real and potential (who really is the audience of this media and who has access to this media) [Nikolaeva, Zh. V. Fundamentals of communication theory. Educational and methodological manual for students of specialty 350400 “Public Relations” / Comp. Zh.V.Nikolaeva. - Ulan-Ude: ESGTU, 2004.-274 p.].

The volume of a television audience is a measurable quantity that is obtained as a result of special research, during which various technologies for collecting information, various sociological techniques and statistical procedures are used. Changes in the total volume of the audience, but less significant, can also be caused by individual changes within the existing measurement system (for example, expansion of the population being studied, changes in the conditions for rotating respondents into the panel, measured interval, etc.).

On average, 17% of the Russian population watches TV throughout the day - this is the average audience per minute of broadcast. But this audience is unevenly distributed throughout the day. During prime time, this figure averages 34%; during the day it is significantly lower than average.

One of the ways to study a heterogeneous, highly differentiated audience is typology, i.e. identifying types (sets of common characteristic features) and dividing the audience into groups in accordance with the identified types. Thus, diversity is reduced to a small, easily observable number of types. Within the resulting groups, viewers differ in the selected characteristics less than the differences between the groups.

The typology can be based on different grounds depending on from which side the researcher wants to study the audience. It is possible, for example, to study the buying behavior of television audiences and build a typology based on the motives and habits underlying the viewer's behavior as a buyer, in relation to their television preferences, in order to improve the quality of the placement of commercials. Or you can explore another aspect: what are the characteristics of the viewer’s behavior at the television screen (whether he watches TV attentively or in parallel with other activities, constantly switches or watches the selected channel continuously) and how these characteristics are related to demographic characteristics (An attempt to construct such a typology was made in the article author "TV viewing habits, or How we watch TV" // Teleforum. April. 2002. No. 8. P. 58-61) "[ Kovalev P. A. Typology of television viewers according to genre-channel preferences as a way to study the television audience // Scientific . Proceedings of Moscow State University. Issue 60. M., 2005.]

The most common telemeasurement methods today are the following: telephone surveys, diaries, software audiometer, integral audiometer, clusters.

Telephone surveys are the most archaic, but at the same time, the most suitable telemetry method in some cases. It is conducted as a regular telephone survey, in which respondents are asked to answer a series of questions about their television preferences, attitudes towards different television programs, and so on. The results of such surveys, as a rule, do not provide statistically reliable answers to most of the questions posed due to the natural imperfection of the methodology; however, for regions and localities with a predominant rural population and small towns, where other types of surveys are not economically justified, the telephone remains the only source of information about viewership perception of various channels and programs.

Diaries - this method is based on the consent of sample members to keep a detailed diary of their contacts with television: noting the time they turned on and off, the television programs watched and the television channels on which they were broadcast, as well as the “time spent” on each channel. Ideally, a cumulative diary of views can give fairly accurate results, however, as practice shows, only a small part of respondents keep a diary honestly: the majority prefer to enter abstract data into it that only partly reflects the real state of affairs.

A software audiometer is an electronic device with an internal storage device that is mounted on the respondent’s TV and records all the manipulations that the respondent makes with the television remote control: the time the TV is turned on and off, the moments when TV channels are switched, and so on. This method provides the most objective assessment of the television audience, however, it has a number of significant drawbacks: the research result highly depends on the quality of the sample, the possibility of conducting large-scale research is limited (due to purely economic reasons - the number of audiometers used cannot be very large, otherwise the research becomes too expensive and unprofitable). In addition, the audiometer records only “programmatic” information, without revealing anything about the nature of the audience, while it is important for advertisers to know which family members watched a particular program and provided it with a high rating.

The problem described above can be solved with the help of an improved integral audiometer, which, in addition to the “software” one, provides information collection at the audience level: the TV is controlled using a special remote control with special buttons for each family member, which must be pressed every time you need to turn on (turn off) the TV or change the channel. This method ensures that television meters receive a significantly larger volume useful information, but its widespread use is also limited by considerations of cost-effectiveness and the fairness of button pushers.

To obtain more detailed statistically reliable information about the structure of the television audience, the method of geodemographic groups (clusters) is used. Each cluster is a certain type of informal community of people living in the same territory. After identifying all clusters (their number can reach up to 50), researchers conduct a total survey in a given area using various methods appropriate to the type of cluster and the number of people included in it. Clusters are formed according to demographic and socio-economic principles [Television advertising [Electronic resource]. - Access mode: http://adindustry.ru/television-advertising].

Television viewing of a particular channel can be characterized by several parameters: general television viewing by the population; television viewing by a certain group of the population; average monthly television viewing; average daily television viewing; TV viewing of a specific channel; television viewing of a specific program; watching television for a certain period of time; dynamics of temporary changes in the audience; and so on.

As a basic concept when assessing a television audience, a television rating (TVR, basic rating) is used - the size of the audience of a program expressed as a percentage in a certain period of time.

A very important concept is the total television audience (Total TVR) - expressed as a percentage, the ratio of the television audience of the estimated time interval to the total number of the general population. It is the population group from which respondents are sampled for the study. This may be the population of the entire country as a whole or a separate region, as well as a part of the population with certain socio-demographic parameters.

Television ratings change depending on the time of day, weather conditions, and so on. Since this is an average indicator, it changes throughout the day - it falls during the day and rises towards prime time. The larger the Total TVR, the larger the audience television can reach.

When assessing television viewing, an indicator such as HUT (Households/Homes Using Television) is also used, which means the number of households using TV at home at a certain point in time. The HUT indicator does not include people watching TV outside the home: in bars, shops, airports, hotels.

Another important characteristic of the television audience (as well as the press audience) is the Share of audience rating. This is the number of viewers called specific program or a time period of television broadcasting, expressed as a percentage of the total number of people currently watching television.

Looking at these numbers for a specific show, it's easy to estimate the total television audience at that time by simply dividing the rating by the share:

Total TVR = TVR / Share x 100%.

When assessing the television audience, the audience is assessed by its movement (audience flow) or, in other words, the level of audience retention within one program within a certain period of time.

The term channel loyalty is also used, which refers to the level of audience return to the same channel on different days of the week.

When determining the number of people who watch the next program on the same channel as the previous one, the term program audience duplication is used.

When determining the number of people changing one channel to another, the term channel audience duplication is used.

The qualified reach indicator reflects the stability of viewing of a given channel. It is calculated by recording channel viewing for a certain period of time without switching to other channels. This indicator also indicates the loyalty of the audience to the channel [Nazaikin Mediaplanning]