(Lucky) Seven Years

Copyright © 2019 The Nielsen Company. Confidential and proprietary.
THE MEDIA LANDSCAPE / THE VIEWER
ONE MEDIA TRUTH / THE NIELSEN SOLUTION
LET´S HAVE LOOK AT TAM IN BULGARIA
RESEARCH PROJECTS
• DIGITAL AND CROSS MEDIA
• BULGARIAN NATIONAL PANEL
• LIFESTYLE PROJECT
AD INTEL
ADWIND KITE
PRICING POLICY 2020

3
IVAN GENCHEV
Managing Director
Nielsen Admosphere Bulgaria
MAGIDA SUKKARI
Business Development Director
Nielsen Admosphere
TANYA GEORGIEVA
Head of Client Service and
Business Development Department
ELKA PETROVA
Head of Ad Intel Department
TEREZA ŠIMEČKOVÁ
Chairwoman
Nielsen Admosphere

Copyright © 2019 The Nielsen Company. Confidential and proprietary.
THE MEDIA LANDSCAPE / THE VIEWER

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Copyright©2019TheNielsenCompany.Confidentialandproprietary.
A PORTRAIT OF
THE CHANGING
CONSUMER:
Consumer viewing &
measurement statistics

6
THE MEDIA UNIVERSE
P18+ WEEKLY REACH (IN MILLIONS)
AUDIO
THE CONSUMER
SOCIAL MEDIA
MOBILE & COMPUTERS
TELEVISION
22M
PC Audio
26M
Tablet Audio
103M
Smartphone
Audio
228M
AM/FM
Radio
73M
Social Media
on a PC
75M
Social Media
on a Tablet
180M
Social Media
on a
Smartphone
218M
Live+DVR
Time-Shifted TV
117M
TV-Connected Devices
128M
Smartphone
Video
75M
PC Video
46M
Tablet Video
204M
Smartphone
App + Web
125M
Internet
on a PC
93M
Tablet
App + Web

7
AVERAGE TIME SPENT – ADULTS 18+ / DAY
Based on Total U.S. Population

8
AVERAGE TIME SPENT PER DAY BY AGE
Based on Total U.S. Population, Q1 2018 - 2019

9
EUROPE: BIG FIVE + CZECH REP. + BULGARIA
Similarities and differences
Source: Eurodata One TV World 2019 / Nielsen Admosphere (figures based on official currency in each country)
4+
15–34
ITALY FRANCE CZECH REP. SPAIN UK GERMANY 3+ BULGARIA
2016 4:08 3:43 3:31 3:53 3:32 3:43 4:16
2017 4:04 3:42 3:31 4:00 3:23 3:41 4:11
2018 4:08 3:36 3:30 3:54 3:12 3:37 4:14
ITALY FRANCE CZECH REP. SPAIN15-25 UK 16-34 GERMANY 15-29 BULGARIA
2016 2:26 2:19 2:03 2:04 2:18 1:59 2:39
2017 2:18 2:11 1:56 2:02 2:03 1:45 2:41
2018 2:19 1:56 1:55 1:51 1:46 1:34 2:39

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OVERALL MEDIA USAGE IS INCREASING
Source: Nielsen Total Audience Report and Audience Insights Analysis

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ONE MEDIA TRUTH / THE NIELSEN SOLUTION

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Sources: eMarketer, Statista, Polar – values for US
TRADITIONAL/
REACH ADVERTISING
Linear Buys
TARGETED
ADVERTISING
Audience Buys
BRANDED
INTEGRATION
Product Placement
NO
ADVERTISING
SVOD
2017 to 2022
$70B $68B
2017 to 2019
Linear:$2.4B $6.8B
Digital: $47B $73B
2017 to 2022
$9B $13B
2017 to 2021
$6B $20B
TRADE
MARKETING
2018
$1T Globally
$500B US/CA/UK/
D/F/E/I
MEDIA SPENDMEDIA SPEND
A HUGE OPPORTUNITY FOR MEDIA
TRADE SPEND

13
MARKETERS:
Do I have reliable
metrics to allocate
my Media spend?
MEDIA OWNERS:
How can I make sure
I measure & monetize
all of my audiences?
Daily Time Spent consuming
TV and Video content
INDUSTRY PLAYING CATCH UP TO THE
CONSUMER

14
WITHOUT COMPARABLE METRICS
WITHOUT COMPARABILITY…
EVERYONE IS A WALLED GARDEN

15
COMPARABLE METRICS TO MONETIZE

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INCREASED COVERAGE = INCREASED RATINGS
& REVENUE
Program’s Average Audience
Live
DVR (1-7 days)
C3/C7
32%
45%
Example of a Broadcast Drama (Episode Level)
Total
Audience
Connected TV (1-35 days)
Additional
viewing not
currently in
ratings
6%
Digital Devices (1-35 days)
7%
8%
2%
VOD (1-35 days)
DVR (8-35 days)

17
DIGITAL TV VIEWING IN CZECHIA IN DETAIL
Average Czech person watches
2.2 minutes online TV per day
Source: ATO – Nielsen Admosphere. TTS for TV video content and embedded videos. Jan – Sep 2019

18
TOTAL VIEWING (TG 4+)
(D)Rating000
Source: ATO – Nielsen Admosphere. Rating 000 TG 4+, D rating 000

19
TOTAL VIEWING – AGE GROUPS
(D)Rating000
Source: ATO – Nielsen Admosphere. Rating 000, D rating 000. Average of 8 episodes

20
Since 2018, site centric measurement is delivering census volumetrics
Technology: Nielsen SDK
Devices: PC + Smartphone + Tablet + Smart TV (HbbTV)
Platforms: Browser + Mobile App + HbbTV
Measured: Programs + Ad spots + Static content (in HbbTV)
Viewing: VOD + Live
Reporting: Adwind Kite using „contingency tables“
Metrics: Views (# views) + TTS (Total Time Spent) + derived
Dimensions: date, device type, medium, content type, content description…
DIGITAL TV CENSUS IN CZECH TAM

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SINCE 2014 WE ARE PART OF NIELSEN
CONNECT
MEDIA

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NIELSEN’S TOTAL AUDIENCE MEASUREMENT
Comprehensive, low cost, high quality & designed to blend into the home environment
People Meter
TV Measurement
Streaming Meter
Single Source Panel
SDK
Digital Census
Big Data
Digital Ratings
Data Science
Data Integration
STATE OF THE ART TECHNICAL SOLUTIONS …

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An ideal companion with Nano allowing to monitor
passively all streaming activities via home Internet
network on TV (OTT) and digital devices in
broadband panel households
Nielsen Streaming Meter
An “All‐in‐one” unobtrusive meter for
modern TV viewing environments
designed to appeal to panelists and
leveraging all of the latest Nielsen
technologies for best of breed
measurement
(Nano) People Meter
TOTAL AUDIENCE
MEASUREMENT
TV & VIDEO

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Ad Intel
Belgium
Croatia
Germany
Italy
Luxembourg
Netherlands
Norway
Poland
Switzerland
UK
Czech Republic
(JV)
Bulgaria (JV)
Television
Audience
Measurement
Bosnia (TP)
Bulgaria (JV)
Croatia
Cyprus
Czech Republic
(JV)
Finland (JV)
Greece
Hungary
Ireland
Italy
Macedonia
Moldova (TP)
Poland
Serbia
Slovenia
Sweden
Ukraine
Digital
Measurement
Belgium
Bulgaria (JV)
Czech Republic
(JV)
France (JV)
Germany
Greece
Hungary
Ireland
Italy
Netherlands
Norway
Poland
Spain
UK
NIELSEN MEASUREMENT – EUROPE

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LET´S HAVE LOOK AT TAM IN BULGARIA

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MAIN PARAMETERS
Panel of 1,300 households
1,100 net panel
rotation approx. 25% per year
Audit
Summer 2014
Audiomatching
All TV platforms
Satellite, cable,
IPTV, terrestrial
Live and timeshifted
TV audience
Results representativeness
11 control standards
46 categories
Continual Survey
6,600 households/year
Data up to
the level of
seconds
Regular
Quality Check
by Nielsen
All TVs
in households
Data available
next morning until
9:00 a.m.
Real Time Data
Measurement
of guests

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MEASUREMENT TECHNOLOGY
TV meter (peoplemeter)
Installed to each TV set in the household
Automatic detection of the viewed
content
Detection of present HH members +
guest
Data transfer via GSM network
Audiomatching technology
100% non-invasive technology
Independent on the TV signal reception
(DTT, Satellite, Cable, IPTV, ready for DTT-2,
IPTV delivered with apps in Smart TV, and
all the others)
Measuring of time-shifted viewing
Measuring the defined set of TV channels

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MEASUREMENT TECHNOLOGYAll types of signal
are measured
Also IPTV is measured
and the IPTV viewership
is part of the data
All households remain using the
functionalities of their TV sets (of
all types) as if not measured
(before becoming part of TV panel)
Nielsen’ technology is in no way influencing behaviour of the households
MEASUREMENT TECHNOLOGY

29
ACCESS TO TAM DATA
Data available
DAILY
Primary analytical and
planning SW:
ADWIND KITE
Possibility to deliver
data in
OTHER SWS TOO
Alternative SWs currently used in BG:
AdvantEdge
Reporter 5.0

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Sex (2 categories)
Age (9)
Education (3)
Economic activity (3)
Settlement size (6)
Region (8)
Household size (5)
No. of active TV sets (2)
Cable/IPTV signal reception (2)
Satellite signal reception (2)
Declared TV audience (4)
11 Norms,
46 Categories=
PANEL NORMS

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Villages
up to 999
Villages
from
1,000 to
2,999
Towns
from
3,000 to
24,999
Towns
from
25,000 to
99,999
Cities
from
100,000
except Sofia
Sofia
city
203 153 226 253 197 226 Burgas
120
Stara
Zagora
118
Varna
140
Pleven
157 Ruse
171
Plovdiv
169
Sofia
region
151
Sofia capital
232
Turkey
Greece
Romania
Serbia
Black
see
Number of households in the panel, Nett panel, average per period 1.4.2019 - 30.9.2019
PANEL STRUCTURE – SETTLEMENT SIZE & REGION

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PANEL STRUCTURE – SEX & AGE
Percentage of panel members/population, Nett panel, average per period 1.4.2019 - 30.9.2019

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PANEL STRUCTURE – EDUCATION & ECONOMIC ACTIVITY
Percentage of panel members/population, Nett panel, average per period 1.4.2019 - 30.9.2019

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PANEL STRUCTURE – SETTLEMENT SIZE & REGION & HOUSEHOLD SIZE
Percentage of households in the panel/in population, Nett panel, average per period 1.4.2019 - 30.9.2019

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PANEL STRUCTURE – NO. OF ACTIVE TV SETS & DECLARED TV AUDIENCE

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PANEL STRUCTURE – CABLE/IPTV & SATELLITE SIGNAL RECEPTION

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Sex (2 categories)
Age (9)
Sex x Age (10)
Education (3)
Economic activity (3)
Settlement size (6)
Region (7)
Household size (5)
Cable/IPTV signal reception (2)
Satellite signal reception (2)
No. of active TV sets (2)
PANEL WEIGHTING
The panel structure precisely reflects the population
(weights in [0.6, 1.8], efficiency > 95 %)
11 Weighting
variables,
51 Categories
=

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TIMESHIFT
4+ TARGET GROUPS – 2019

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RESEARCH PROJECTS
• DIGITAL AND CROSS MEDIA
• BULGARIAN NATIONAL PANEL
• LIFESTYLE PROJECT

41
Age/gender demographics
Daily reporting of Unique audience / Audience reach% / AVG frequency /
Impressions / On-target% / GRPs
Deduplicated (viewable) campaign data
COMPUTER MOBILE (SMARTPHONE
& TABLET)
CONNECTED DEVICE
(US only)
NIELSEN DIGITAL AD RATINGS
transparent and actionable audience
measurement across digital screens

42
A TOTAL DIGITAL VIEW
Your Digital
Campaign
LOCAL
PUBLISHERS

43
HOW DIGITAL AD RATINGS WORKS
TAG COUNT MATCH CALIBRATE REPORT
Nielsen tag Nielsen server 3rd-party data
providers
Nielsen panel &
mobile surveys
Nielsen
MediaView UI &
Reporting API
Facebook
Age/gender
demographics
Experian
Demographics for Roku
connected devices & Hulu
app across connected
devices
*Also available via open viewability providers (DoubleVerify, IAS, Moat)
Optional in-view demographics can be enabled via Qualified Ad Audience or by combining tags with your preferred viewability provider.
*Viewable Demographics
via Nielsen’s NEW Qualified Ad
Audience Solution

44
GLOBAL INDUSTRY STANDARD FOR DIGITAL
MEASUREMENT
Deduplicated
digital audience
measurement by
age & gender for
cross-platform ad
campaigns
Digital Ad Ratings + Total Ad Ratings/Cross Media
Australia
Belgium
Brazil
Bulgaria
Canada
China
Czech Republic
Germany
Greece
Hong Kong
Hungary
India
Ireland
Israel
Japan
Malaysia
Netherlands
New Zealand
Norway
Poland
Puerto Rico
Singapore
South Africa
Spain
Taiwan
Turkey
UAE
Bulgaria
Czech Republic
France
Indonesia
Italy
Mexico
Philippines
Thailand
United Kingdom
United States

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Solution ready to be used (available from
January 2020)
Web pages & applications
Intended as measurement of impression &
audience share for each particular campaign
(provides the client with information of what
percetage of audience & impressions were
delivered to desired TG)
Robust methodology used by Nielsen around the
world
Accepted also by global players – Facebook,
Google
NIELSEN DIGITAL
AD RATINGS (DAR)

46
Reporting of the audience coverage for all
platforms:
• TV live, TV time-shifted, digital video and
static content
• Across all devices like PCs, laptops,
smartphones and tablets, for both web
pages and apps
• Report the audience exposed to campaign
only online (all devices and platforms), only
on TV, and de-duplicated across both
online and TV
Special analysis in the software Adwind Kite
CROSS–MEDIA
ADVERTISING

47
REPORTED METRICS
Universe = number of people in the target group in the whole population (incl. non-TV households)
Unique Audience = total reach 1+ (number of people)
Reach = Unique Audience / Universe in %
Impressions = number of contacts with campaign
TRP = Impressions / Universe
OTS = Impressions / Unique Audience
All available for:
• TV
• internet
• only TV
• TV and internet (logical AND)
• only internet
• TV + internet (logical OR)

48
Incremental, duplicated and total reach – displayed as stacked bar chart
EXAMPLE OF CROSS ANALYSIS IN KITE – GRAPH
Note: displayed results are artifical, not based on real campaign

49
BULGARIAN NATIONAL PANEL
A digital panel built within the network of
Current size about 10,000 panellists and continuously
increasing
Different recruitment means (online and offline)
Double opt-in and offline verification of all new
respondents by a phone call
Unreliable respondents are being excluded
High response rate
Follow industry quality standards: ESOMAR, SIMAR
Key external ENP Clients: Dynata, Kantar, Norstat, Toluna,
Ipsos, Netquest, Rakuten

50
BULGARIAN NATIONAL PANEL
166 criteria in 12 areas – possibility to precisely pre-target, efficiently invite relevant
respondents and find hard-to-get target groups in a short time

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LIFESTYLE? LIFESTYLE!
No TGI on Bulgarian market
No 360°description of what we buy and consume, what we read and watch,
how we think
Inspiration from around the world (Nielsen‘ studies, clients‘ needs)
Continuation of already started path toward in-depth understanding
to Bulgarian consumers
• Psychographic profiles
• Media Consumption Segmentation
• Lifecycle Typology
• ABCDE
S M A R T
Shopping, Media,
Attitudes, fRee Time

52
SMART
First data available 1st half 2020 –
reports
Data collection in waves – first
demography and media
In the future – possibility to access
data in Adwind Kite
Detailed demography
Equipment
Media
Advertising
Auto-moto
Finance
Shopping habits
Travel
Free time, attitudes,
statements

54
INTERNET AD MONITORING
Cooperation with Banner Monitoring
More than 400 sites monitored
Available in Ad Intel
• Formal Parameters

55
INTERNET AD MONITORING
Description of the advertisement content
Methodology common for all media types in Ad Intel
Motive – represents the ad campaign
For all formats in Internet data Across all media types

56
Monthly data publications along with
monthly publications of all the rest
media types
Full version in Ad Intel since Q1 2020
Testing period for all clients for free
INTERNET
AD MONITORING

57
AD INTEL – NEW VARIABLES
New Variables – Better Analyzes

59
AD INTEL – NEW VARIABLES
Existing variables
New Variables
Possibility to rename the variables according to personal preferences
Available from November 26th

60
PROGRAMME DATA
Optimization of description of Football competitions
Added names of the competitions in the titles of the Studios
Opportunity for better analyzes – available at the beginning of 2020

62
ADWIND
KITE Top quality analytical and planning SW
Over 1 200 active users in gradually rising
number of countries
In Bulgaria…
• More than 25 000 analyses computed
monthly
• Average computation time less than 10
seconds
• Most used type Pivot analysis
• Busiest month October
• Busiest day of week Tuesday
• Busiest hour 2pm – 3pm

63
Cross-media advertising
Enhanced plan module
Reach curves based on exact channel
and daypart split
• Possibility to estimate reach even for
non-standard channels and dayparts split
Inverse reach curves
• To estimate needed level of TRPs to
achieve desired reach level
Bundles combination optimization
• For example to find best ratio between
Nova and BMG commercial bundles
ONGOING
DEVELOPMENT

64
OPTIMIZED PLAN WITH
INVERSE REACH CURVES

65
VIDEOANALYSIS
Better video
quality
Updated
layout
Time
intervals
easily
created from
videos

66
RADIO DATA
201920182015 20172016
?

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OVER TO YOU…
DO YOU HAVE ANY
QUESTIONS FOR US?

(Lucky) Seven Years

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