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Audience Research

Audience Research. September 2011. Presentation Outline. Main Findings TV Market & Mreza Radio Market & KOSMA Internet Recommendations. Research Methodology. Face-to-Face Survey Sample Size of 1,200, Adults 15+ Based on population size of 145,082 Fieldwork Dates: June 14-29, 2011

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Audience Research

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  1. Audience Research September 2011

  2. Presentation Outline Main Findings TV Market & Mreza Radio Market & KOSMA Internet Recommendations

  3. Research Methodology • Face-to-Face Survey • Sample Size of 1,200, Adults 15+ • Based on population size of 145,082 • Fieldwork Dates: June 14-29, 2011 • Conducted by UBO Consulting

  4. TV MREZA Key Audience Data

  5. Mreza Audiences Increasing • TV Mreza’s performance continues to improve, with significant gains shown during this round of research • The TV Mreza network has 14 percent share of the market, falling behind only RTS1 and tied with PINK and PRVA TV • Viewers are loyal, tuning in often and watching for long stretches – spending on average 46 minutes a day watching TV Mreza programming

  6. TV Daily Reach • TV Mreza’s competes well with more established commercial television stations, coming in fourth after Pink TV, RTS 1 and PRVA TV • This is a significant increase from previous waves of research

  7. TV Market Share • The TV Mreza network has 14 percent share of the market

  8. TOTAL VIEWERSHIP

  9. Average Viewing Times • Sport Klub and TV1000 have the highest average daily viewing with 66 minutes each. Falling not far behind is TV Mreza with viewers spending an average 46 minutes watching daily

  10. Key Audience Data

  11. TV Viewing Times • Peak TV viewing times are between 18:00 and 23:00 with a morning peak at 8:00

  12. TV Trustworthiness • National Serbian channels are most trusted. However, stations in the TV Mreza network have relatively high trustworthy ratings, in particular TV Most, with 45 percent . • Looking at TV Mreza channels as a whole, we see that a majority, 52 percent find them to be at least somewhat trustworthy

  13. Audience Demographics • TV Mreza viewers are generally older and slightly worse off financially than the overall population • In other ways, gender, education, employment ect., Mreza’s audience mirrors the overall population

  14. Slobodno Srpski • For a program on air for less than a year, it has made its mark • Twenty-one percent of respondent know the show by name • Of those, 40 percent have watched at least one or two episodes and 26 % watched more then 10 episodes • Sixty-five percent watch on local TV stations, 35 percent watch via internet

  15. Radio Reach and Listening • Radio has a daily reach of 33 percent, which translates into a daily audience of 47,877 persons • Peak radio listening times are between 12:00 and 14:00

  16. Radio Market Share • When five radio stations which make up KOSMA Network are merged, then KOSMA Network has the highest market share of 24 percent. • As an individual station, Radio Gracanica dominates with 20 percent share

  17. Internet Access • Forty-one percent of respondents use the internet on a daily basis, indicating that those that use the internet are active users going online often • A majority of internet users, 53 percent, go online from their own homes, evidence that many users have their own personal computers • The most common connection, is high speed DSL or ADSL, with 42 percent reporting this type of high-speed access

  18. Internet Use • The greatest percentage of respondents use the Internet daily to read news and watch videos (TV programs, news reports, video clips or movies) • These active and advanced web users present an opportunity for both broadcasters and advertisers

  19. Recommendations • Continue to build on existing strength as a niche news and information provider • Focus on more programming targeting youth • Maximize programming at peak viewing time • Cross-market TV, internet and radio • Invest further in website development, particularly to capture younger audiences

  20. Thank You!Questions? Comments?

  21. This research was supported by the Strengthening Independent Minority Media program, implemented by IREX and funded by USAID. www.irex.org This research is made possible by the support of the American people through the United States Agency for International Development (USAID). The contents of this research are the sole responsibility of TV Mreža and do not necessarily represent the views of USAID or the United States Government. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.

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