European TV Survey - Results Romania 2009- January 2010
Content About the European TV survey 3 About the sample in Romania 4 Time use on leisure activities and media 5 Change in leisure time use and reasons why people watch more TV than before the crisis 6 Change in TV package due to the crisis 7 Media sources for information about the crisis 8 TV & the crisis 9 Effect of the crisis on holiday behavior 11
About the European TV survey… <ul><li>What follows are the results of the Liberty Global - European TV study for Romania. The purpose of this study is to assess whether the financial crisis has affected people’s daily life in general and their media habits in particular. </li></ul><ul><li>The survey was conducted online among a representative sample of the Romanian population. A total of 1009 ratings were obtained from a sample of online panel members in Romania. </li></ul><ul><li>All ratings in the country were weighted to obtain a representative sample based on age and gender distribution. </li></ul><ul><li>The study took place between October 26 th and November 16 th 2009. </li></ul><ul><li>The survey was carried out in 10 European countries, i.e., Austria, Belgium, the Czech Republic, Hungary, Ireland, The Netherlands, Poland, Romania, Slovakia, and Switzerland. A total of 10.804 respondents completed the survey. </li></ul><ul><li>The survey was coordinated by Reputation Institute. This is the sixth time that Liberty Global Inc., the parent company of UPC, has commissioned the annual television survey. </li></ul>
About the sample in Romania Age N % 18-24 155 15.4% 25-34 188 18.7% 35-44 238 23.6% 45-64 428 42.4% Total 1009 100% Household income (annual) N % Under 300 RON 31 3.1% 300 - 500 RON 41 4% 501 - 750 RON 39 3.8% 751 - 1000 RON 80 7.9% 1001 - 1500 RON 143 14.1% 1501 - 2000 RON 184 18.3% 2001 - 3000 RON 249 24.7% 3001 - 4000 RON 116 11.5% 4001 - 5000 RON 56 5.5% Over 5000 RON 71 7% Total 1009 100% Education N % Elementary school or lower 4 0.4% Professional school 19 1.9% High school /College (medium studies) 350 34.7% University (superior studies) 460 45.6% Post University studies (master/PhD) 176 17.4% Total 1009 100% Region N % Moldova 196 19.4% Muntenia 154 15.3% Banat 69 6.9% Transilvania 218 21.6% Bucuresti 256 25.3% Oltenia 56 5.5% Dobrogea 60 5.9% Total 1009 100% Gender N % Male 500 49.6% Female 509 50.4% Total 1009 100%
Time use on leisure activities and media Q1: If you think about a regular week, how much time do you spend on average to…? The Romanians mainly spend their free time with friends/family. To a lesser extent they surf the Internet and watch television in their free time.
Change in leisure time due to the crisis and reasons why people watch more TV than before the crisis Q3: Why do you watch more TV than before the crisis? Romanians have altered their behaviors due to the financial crisis. They go out less to bars/restaurants (54%) and to the cinema (44%). To a lesser extent they decreased their sport activities (28%), DVDs/videos watching (27%) and playing video games (27%). People who are watching more TV (15%) usually do so because they want more information about the financial crisis and don’t go out as much as before the crisis Q2: Do you spend more, about the same or less time on the following activities than before the crisis?
Change in TV package due to the crisis Q4: Have you changed your choice of TV package because of the financial crisis? The majority of the Romanians (81%) did not change their TV package because of the financial crisis.
Media sources for information about the crisis Q5: I mainly get information about the financial crisis from… Half of the Romanians get their information about the financial crisis from the television and 44% of them from the Internet.
TV & the crisis (1) Statements (Q6) (Completely) disagree Neutral (Completely) agree People do not escape the recession by watching more TV programs. a. I watch more soap operas to escape the financial crisis 72.2% 20.8% 7.0% b. I watch more travel & holiday programs on TV to escape the crisis 34.1% 37.8% 28.1% c. I watch more sport games on TV to escape the financial crisis 50.7% 36.5% 12.7% g. Since the financial crisis, I watch more sports games on TV and visit less paid sport matches to save money 43.1% 41.8% 15.2% Romanians have mixed opinions about whether or not they want to be confronted with or like to watch TV programs about the distress of the financial crisis. Almost 40% of the people like these programs. d. I do not want to be confronted on TV with people losing their job and/or house due to the financial crisis 33.3% 37.1% 29.6% e. It should be forbidden to broadcast TV programs that show people who are down and out due to the financial crisis 46.6% 36.5% 16.9% f. I like to watch TV programs that help people who lost their job and/or house due to the financial crisis 20.6% 40.2% 39.3% Almost half of the Romanian population believes that the financial crisis is exaggerated on TV and that TV has worsened the situation. h. I believe that the financial crisis is exaggerated on TV 26.5% 27.0% 46.5% i. I think that the loads of attention for the financial crisis on TV only worsen the situation 29.4% 26.4% 44.2%
TV & the crisis (2) Statements (Q6) (Completely) disagree Neutral (Completely) agree The Finance Minister and the Prime Minister did not become more credible due to their TV presence; one third of the population believes that the ministers amplified the crisis. j. The Finance Minister became more credible due to his/her TV presence concerning the financial crisis 54.5% 34.3% 11.2% k. The Prime Minister became more credible due to his/her TV presence concerning the financial crisis 56.1% 30.1% 13.8% l. I believe that the TV presence of the Finance Minister has amplified the financial crisis 32.2% 36.9% 31.0% m. I believe that the TV presence of the Prime Minister has amplified the financial crisis 31.3% 34.2% 34.5% Almost half of the population is tired of the topic ‘financial crisis’ on TV. n. I switch immediately to another TV channel as soon as I hear the word “financial crisis” on a channel 36.4% 36.7% 27.0% o. I am getting really tired of the topic ‘financial crisis’ on TV 23.9% 27.8% 48.4%
Effect of the crisis on holiday behavior (1) Almost half of the Romanians go less on holiday due to the financial crisis. Of the people that normally go on holiday, most will spend their holiday in their own country, either as a result of the crisis (24%) or because they do so every year (32%). Q7: Do/will you go less on holiday due to the financial crisis? Q8: Due to the financial crisis, do/will you spend your holiday in your own country instead of going abroad? ( question only posed to people who go on holiday)
Effect of the crisis on holiday behavior (2) Q9: Do/will you spend less money on holidays due to the financial crisis? ( question only posed to people who go on holiday) More than half of the Romanians say that they will spend less on holidays due to the crisis. The majority does not watch more TV programs about holidays and traveling than before the financial crisis. Q10: Are you watching more TV programs about holidays and traveling than before the crisis?