2011 Elzbieta Gorajewska: TV audience measurement in Poland – short story

648 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
648
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

2011 Elzbieta Gorajewska: TV audience measurement in Poland – short story

  1. 1. Confidential & Proprietary • Copyright © 2009 The Nielsen Company February 18, 2011 Kiev TV Audience Measurement in Poland Short Story
  2. 2. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Table of Contents • Market Landscape • Two TAM systems in our country • AGB Polska/AGB Nielsen Media Research/Nielsen Audience Measurement panel • Competitors • „All is well that ends well” – a positive conclusion
  3. 3. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Market Landscape
  4. 4. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Market Landscape General economic situation: GNP growth during years: 2007 => +6,6% 2008 => +4,8% 2009 => +1,7% 2010 => +3,7% Media advertising expenditure:  TV advertising expenditure: 2007 – USD 2,45 billion 2007 – USD 1,19 billion 2008 – USD 2,68 billion 2008 – USD 1,31 billion 2009 – USD 2,52 billion 2009 – USD 1,21 billion 2010 – USD 2,55 billion 2010 – USD 1,32 billion
  5. 5. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Development of Polish TV market • 2005 • 7 terrestrial channels • 78 channels in the Polish language • 2007 • 7 terrestrial channels • 95 channels in the Polish language • 2009 • 7 terrestrial channels • 138 channels in the Polish language • 2010 • 7 terrestrial channels • 160 channels in the Polish language Page 5
  6. 6. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company TV Housholds Structure Page 6
  7. 7. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Pay TV and Digital TV Development Page 7
  8. 8. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Page 8 SHR% 16-49 – G4 2006 77,1% 2007 74,1% 2008 70,7% 2009 66,1% 2010 61,8%
  9. 9. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Page 9 SHR% 16-49 – G4 2006 77,1% 2007 74,1% 2008 70,7% 2009 66,1% 5 years 77,1% 61,8%
  10. 10. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Page 10 SHR% 16-49 – G4 2006 77,1% 2007 74,1% 2008 70,7% 2009 66,1% 2 last years 70,7% 61,2% Looking at this trend we estimate SHR% of G4 at the end of 2012 on 50% level.
  11. 11. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Page 11 SHR% 16-49 – G4 and non-terrestrial channels Top 10 non-terrestrial channelsTop terrestrial channels January 1st – December 31st 2010
  12. 12. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Page 12 2006 77,1% 2007 74,1% 2008 70,7% 2009 66,1% 2 last years 70,7% 61,2% Decrease of G4 market share and relatively stable level of TV consumption gives an opportunity for dynamic expansion of other segments of TV market 180 185 190 195 200 205 210 2006 2007 2008 2009 2010 ATV 16-49
  13. 13. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Page 13 Number of TV channels monitored by NAM Offer of various types of programmes, expressed by number of TV channels, increases dynamically •13 •26 •30 •36 •56 •78 •89 •2004 •2005 •2006 •2007 •2008 •2009 •2010 91 •Feb. 2011
  14. 14. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Two TAM systems in Poland – Why did this happen?
  15. 15. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company • TVP - OBOP/TNS • Polsat - AGB Polska • The reasons for setting up of two panels: – Not so independent OBOP position (at this time OBOP was 100% property of TVP) – Polsat ambitions (did not accept that it would be measured by TVP’s company) • Both systems started in February 1997 • No JIC – both services started as a OS The Alliances
  16. 16. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Two ways of achieving market position AGB First attempt – Panel for Warsaw voivodship – 250 HH Fast launch TAM data to main media market players : broadcasters, media houses and advertisers Strong marketing support (client service, user friendly software TNS OBOP Frist attempt - National panel 250 HH Delayed TAM data Lack of marketing support
  17. 17. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Our TAM System
  18. 18. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company AGB NMR /NAM TAM Panel National panel – 1700 households Total number of individuals in the national panel – 4557 Total number of TV sets with telemeter connected – 2204 Total number of channels measured – 256 Total number of channels monitored – 91 (spots and programs)- the biggest database on the market. RPD panel for digital satellite Platform n – 1000 households
  19. 19. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Our products TAM data – minute by minute daily database, common TV currency on the Polish competitive market since the beginning of telemetry in Poland (1996) RPD – technology to retrieve and produce set top box data Arianna – widely used software in Poland (600 licences) Xpert – supportive planning software (distributed by NAM) Fusion data – TAM and TGI data fusion successfully introduced in cooperation with Millward Brown SMG/KRC, available from 2002 Fusion data – TAM and NetTrack data fusion in cooperation with Millward Brown SMG/KRC, available from 2009, shows TV viewing behaviour of Internet users Psychographics – qualitative value in the quantitive data – panel life style data Webclip – Internet access to TV creatives data base
  20. 20. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Two centuries - three meters TVM2 - the meter is used in the panel since 1996, used for measuring analog TV TVM4 – nonintrusive meter used in the panel since 2003, used to measure signal and digital satellite TV reception with a LCD or plasma Unitam –nonintrusive , universal panel meter introduced in 2008 designed to measure the digital terrestrial television, cable and satellite that allows the installation of Plasma and LCD sets as well as PC. The meter of this generation has the ability to measure interactive television, VOD and TSV
  21. 21. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company AGB NMR/NAM approch towards digital TV measurement – mile stones • 2008 - Reference Center was build - heart of the system to recognized channels monitored by UNITAM – now 95 channels in Monitoring Reference Center covered 99% of the television market • 2009 – ADSL, satallite digital platform n, digital cable, digital terrestial • 2010 – second Reference Center in Poznan (back up)
  22. 22. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Our Clients AGB NMR cooperates with more than 80 clients in Poland TV Stations 4FunTV, AXN, BBC, Canal+, Cartoon Network, Discovery, Disney Channel, Eurosport, FoxLife, HBO, ITI, Kino Polska, MTV Polska, Polsat, Puls TV, Superstacja, VH1 Polska, Viva Polska, Tele5, TV4, TVN, TVP, Polish Radio, Ministry of Regional Development Cab-Sat Providers Aster, Cyfra +, Cyfrowy Polsat, PIKE, UPC. Media Houses & Brokers AtMedia, Broker FM, Discovery Media, Aegis (HMS Carat), Effective Media, Equinox, Inititive Media, Intermedia, OMD Media Direction, Media Concept, Media Edge CIA, Media Group, Media Planning, Mediacom, Mediapol, MediaSense, Mind Share, Zenith Optimedia, Omnicom Group, PanMedia Western, SPC, Starcom, Starlink, Star Media, Universal McCann, Value Media. Advertisers Agora, Danone, Kraft Foods, NBP, Orange, Polkomtel, Rekitt Benckiser, TP, Unilever. Others ATM, Endemol, IAM, KRRiTV, Accenture, Fremantle, Media Strategy, Mediametrie, SMG/KRC A Millward Brown Co, Wydawnictwo Bauer.
  23. 23. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Competitor
  24. 24. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company TAM panel competitor National panel – 1200 households The main client – TVP (Polish national TV), which is a 40% shareholder of TNS OBOP. The contract with TVP is signed for a period of 15 years and expires in 2011 (this contract makes TNS OBOP Panel self- sufficient)
  25. 25. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company „All is well that ends well” – a positive conclusion • November 2010 – Telewizja Polska (TVP), Poland’s public broadcasting corporation announced the tender for TAM • January 2011 – TVP has entered into a 4-year contract with The Nielsen Company (Nielsen). Nielsen will supply TVP with its Television Audience Measurement (TAM) services beginning in January 2011 Poland’s advertising industry can now work from universally accepted Television audience data, built in accordance with the standards of the industry itself
  26. 26. March 31, 2014 Confidential & Proprietary Copyright © 2009 The Nielsen Company Topic of Presentation Page 26 Confidential & Proprietary • Copyright © 2007 The Nielsen Company Thank you

×