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TV Audience Measurement in Russia2011 CAPITAL MARKETS DAY                           Ruslan Tagiev,    24 March 2011       ...
2AgendaTV Audience Measurement in Russia1. Basic Principles and Standards2. Current Status and Development Strategy3. Key ...
TNS Worldwide• Global TNS  ▫   Since 1960  ▫   Since 2008 a part of WPP/Kantar Research  ▫   In 2009 merged with Research ...
TV Audience MeasurementTV Audience MeasurementBasic principles
5TV Audience Measurement Basic Principles   Agreement with all advertising     g                           g            ma...
6Advertising Budget AllocationAdvertiser   Advertising     TV Channels   Audience/              Agency                    ...
7TV Audience Measurement Basic Principles   International standards on research          methodology and technology
8TV Audience Measurement SchemeDefining Universe     Forming Panel        Collecting         Data                         ...
9TV Audience Measurement Standards: TV Audience Measurement Standards:TV PanelRecruitment              Design &           ...
10TV Audience Measurement Standards: TV Audience Measurement Standards:EquipmentPeopleMeters TNS 5000•   Audio Matching Sy...
11TV Audience Measurement Standards: TV Audience Measurement Standards:Monitoring• Full TV broadcast monitoring  ▫ Network...
12TV Audience Measurement Basic Principles              Total quality control                     q     y          by Data...
13TV Audience Measurement TV Audience MeasurementQuality Assurance• TAM Audits in Russia  ▫ 1999 – Independent auditor Ph....
TV Audience MeasurementTV Audience MeasurementHistory. Current status. Development Strategy
15TV Audience Measurement History in Russia1992 – 2000                                Diary panel              Since 1996 ...
16TV Audience Measurement in Russia: TV Audience Measurement in Russia:Current StatusUniverse  • Russia (cities 100 000+) ...
17Russian TV Market Today     Multichannel     Digital     Time‐Shifted Viewing     Alternative Platforms     Russian Broa...
18Anytime. Anywhere. Any Device                                +                                +                         ...
19TV Audience Measurement TV Audience MeasurementDevelopment Philosophy                    PEOPLEMETER + Audio Matching Sy...
20TV Audience Measurement in Russia: TV Audience Measurement in Russia:2011‐2013 Development 1   Technological Innovations...
Russian TV MarketRussian TV MarketKey figures
22Daily ReachDaily ReachRussia cities 100 000+, aged 12+, January 2011          Radio: October‐December 2010
23Daily TV Viewing Time (min)Daily TV Viewing Time (min)Russia cities 100 000+, 5:00 – 29:00, September‐June each year    ...
24THANK YOU FOR YOUR ATTENTION!
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Capital Markets Day 2011 Ruslan Tagiev

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Transcript of "Capital Markets Day 2011 Ruslan Tagiev"

  1. 1. TV Audience Measurement in Russia2011 CAPITAL MARKETS DAY Ruslan Tagiev,  24 March 2011 CEO TNS Russia London
  2. 2. 2AgendaTV Audience Measurement in Russia1. Basic Principles and Standards2. Current Status and Development Strategy3. Key Russian TV Market Indicators
  3. 3. 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 15 000 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
  4. 4. TV Audience MeasurementTV Audience MeasurementBasic principles
  5. 5. 5TV Audience Measurement Basic Principles Agreement with all advertising  g g market participants
  6. 6. 6Advertising Budget AllocationAdvertiser Advertising   TV Channels Audience/ Agency Consumers £€$
  7. 7. 7TV Audience Measurement Basic Principles International standards on research  methodology and technology
  8. 8. 8TV Audience Measurement SchemeDefining Universe Forming Panel Collecting  Data PeopleMeter Data ProcessingFull Air Monitoring Clients Database
  9. 9. 9TV Audience Measurement Standards: TV Audience Measurement Standards:TV PanelRecruitment Design &  Management Data Processing• Establishment Survey Structure • Panel support • Daily data quality • Response rates Response rates • Representativeness • Panel motivation Panel motivation control • Panel security 
  10. 10. 10TV Audience Measurement Standards: TV Audience Measurement Standards:EquipmentPeopleMeters TNS 5000• Audio Matching System g y• Technology works in 24 countries• 84 000 peoplemeters in 48 000 households• Largest Markets: ▫ China ▫ Russia (since 2011) ▫ Spain ▫ UK
  11. 11. 11TV Audience Measurement Standards: 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: ▫ Advertiser d i ▫ Product category ▫ S t Spot position in break iti i b k ▫ Spot description, etc.
  12. 12. 12TV Audience Measurement Basic Principles Total quality control  q y by Data User Committee
  13. 13. 13TV Audience Measurement TV Audience MeasurementQuality 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 ▫ Participants:  i i Advertisers TV Channels TV Ch l Sales‐Houses & Ad Agencies
  14. 14. TV Audience MeasurementTV Audience MeasurementHistory. Current status. Development Strategy
  15. 15. 15TV Audience Measurement History in Russia1992 – 2000 Diary panel Since 1996 Peoplemeter panel Moscow,  , 1996 300 households Russia (cities 100 000+),  Russia (cities 100 000+),  1999 1200 households 1200 households 2011 3573 households 3573 households Development  2013 plan1990 1995 2000 2005 2010
  16. 16. 16TV Audience Measurement in Russia: 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 citiesTV channels • 200+ channels reportedDelivery 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 broadcast y
  17. 17. 17Russian TV Market Today Multichannel Digital Time‐Shifted Viewing Alternative Platforms Russian Broadcasting Specifics
  18. 18. 18Anytime. Anywhere. Any Device + + +
  19. 19. 19TV Audience Measurement TV Audience MeasurementDevelopment Philosophy PEOPLEMETER + Audio Matching System TRADITIONAL HOME TV VIEWING PORTABLE  RETURN‐PATH‐DATA: PEOPLEMETER (PPM) HOME TV VIEWING, OUT‐OF‐HOME TV VIEWING, , MULTICHANNEL  ALTERNATIVE PLATFORMS HOMES VIEWING via INTERNET
  20. 20. 20TV Audience Measurement in Russia: TV Audience Measurement in Russia:2011‐2013 Development 1 Technological Innovations 2 National Panel Development 3 Sample Size Increase 4 New TV Viewing Ways Measurement i i 5 Software Development Software Development 6 Monitoring Development Monitoring Development
  21. 21. Russian TV MarketRussian TV MarketKey figures
  22. 22. 22Daily ReachDaily ReachRussia cities 100 000+, aged 12+, January 2011 Radio: October‐December 2010
  23. 23. 23Daily TV Viewing Time (min)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.
  24. 24. 24THANK YOU FOR YOUR ATTENTION!
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