SURVEY OF TV VIEWERS OF KVEMO KARTLI AND SAMTSKHE-JAVAKHETI - REGIONS DENSELY POPULATED WITH ETHNIC MINORITIES
TELEPHONE SURVEY CONDUCTED BY RESEARCH COMPANY SONAR.
DECEMBER 2-5, 2020
Telephone survey Geography of the research: Kvemo Kartli, Samtskhe-Javakheti Settlement type: village, city General population 18+ Sampling size: 603 Sampling error: 3.99% RESEARCH METHODOLOGY
RESEARCH METHOD: QUANTITATIVE RESEARCH BY TELEPHONE INTERVIEW METHOD PERIOD OF FIELD WORK: DECEMBER 2-5
SAMPLING METHOD: STRATIFIED, SIMPLE RANDOM. THE STRATA REPRESENT THE REGION AND THE TYPE OF SETTLEMENT.
KVEMO KARTLI AND SAMTSKHE-JAVAKHETI REGION TV VIEWERS SEGMENT GENERAL POPULATION: (18+): 325,225 PEOPLE
MARNEULI, BOLNISI, GARDABANI, AKHALTSIKHE, ADIGENI, ASPINDZA, AKHALKALAKI, RESEARCH AREA: NINOTSMINDA
SAMPLING FRAMEWORK: GEORGIAN CITIZENS’ TELEPHONE DATABASE WITH 1,400,000 TELEPHONE NUMBERS
SAMPLING SIZE: 603 INTERVIEW
MARGIN OF ERROR: MARGIN OF ERROR AT 95% CONFIDENCE INTERVAL: 3.99%.
DATA ARE WEIGHTED BY REGIONS AND SETTLEMENT TYPE. WEIGHTS WERE DATA WEIGHTING MECHANISM: ADJUSTED BY REGION ACCORDING TO GENDER AND AGE (AGE GROUPS: 18-24, 25-34, 35-44, 45-54, 55-64, 65+).
RESPONSE RATE: 31,6%
DECEMBER 2020 2 THE INTENSITY OF WATCHING TV QUESTION: HOW OFTEN DO YOU WATCH TV?
THE INTENSITY OF WATCHING TV
60% Kvemo Kartli Samtskhe-Javakheti
46.9% 50% 44.8%
40% 32.5% 32.9%
30% 12.1% 10% 7.5% 5.9% 3.8% 3.5% 2.2% 3.2% 4.5% 0%
Several times At least once Several times One a week 2-3 times Once a month a day a day a week a month
DECEMBER 2020 3 SOURCE FOR RECEIVING TV SIGNAL QUESTION: HOW DO YOU GET A TV SIGNAL? (SEVERAL ANSWERS ARE POSSIBLE)
SOURCE FOR RECEIVING TV SIGNAL
40% 34.9% Kvemo Kartli Samtskhe-Javakheti 31.6% 30% 25.9% 22.2% 20.3% 20.2% 20% 18.8% 14.5% 14.6%
10% 8.2%
0% Satellite Dish IP TV Internet Cable Antena Set-top box, regular antenna
34.9% of TV viewers in Kvemo Kartli and 31.6% in Samtskhe-Javakheti receive TV signal via satellite dish. 22.2% use IP TV in Kvemo Kartli and 25.9% in Samtskhe-Javakheti.
DECEMBER 2020 4 THE BASIC PLATFORM FOR WATCHING TV SHOWS QUESTION: WHAT SOURCES DO YOU USE TO WATCH NEWS, ENTERTAINMENT OR EDUCATIONAL PROGRAMS? WHAT ELSE? (TWO ANSWERS)
Kvemo Kartli Samtskhe-Javakheti 100% 82% 80% 76% 67% 60% 57%
40%
20% 10% 6% 4% 4% 0% Television Social Media News websites Websites of Tv channels
76% of Kvemo Kartli TV viewers watch TV programs live on TV, and 67% watch them on social media. There is a greater gap between television and social media in Samtskhe-Javakheti region, with 82% of TV viewers watching on TV and 57% watching on social media. In general, social media is a proven platform for watching TV programs in these regions. It is a perfect alternative to TV, especially watching TV programs on social media is typical for Kvemo Kartli.
DECEMBER 2020 5 EXPERIENCE OF WATCHING GEORGIAN TV CHANNELS QUESTION: DO YOU WATCH GEORGIAN TV CHANNELS?
WATCHES GEORGIAN TV CHANNELS
100% 83.4% 85.8% 80%
60%
40%
20%
0% KVEMO KARTLI SAMTSKHE-JAVAKHETI
83.4% of TV viewers watch Georgian TV channels in Kvemo Kartli and 85.8% in Samtskhe-Javakheti.
DECEMBER 2020 6 VIEWERS OF NON-GEORGIAN TV CHANNELS QUESTION: YOU SAID THAT YOU DO NOT WATCH GEORGIAN TV CHANNELS, WHICH COUNTRY’S TV CHANNELS DO YOU MOSTLY WATCH?
WHICH COUNTRY’S TV CHANNELS ARE WATCHED BY THE VIEWERS OF NON-GEORGIAN TV CHANNELS
Armenian Tv channels Russian Tv channels Azerbaijani Tv channels Turkich Tv channels
100%
80% 81% 78% 80% 66% 60% 40% 40%
20%
0% KVEMO KARTLI SAMTSKHE-JAVAKHETI
16.6% of the TV audience in Kvemo Kartli does not watch Georgian TV channels. In Kvemo Kartli, 80% of this segment watches Azerbaijani, 66% - Turkish, and 40% - Russian channels. 14.2% of the TV audience in Samtskhe-Javakheti do not watch Georgian TV channels. In Samtskhe-Javakheti, 81% of this segment watch Armenian, and 78% - Russian channels.
DECEMBER 2020 7 REGULAR TV CHANNELS QUESTION: PLEASE LIST THE GEORGIAN TV CHANNELS THAT YOU WATCH REGULARLY, AT LEAST ONCE A WEEK? (SEVERAL ANSWERS ARE POSSIBLE)
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Imedi 64.3% SAMTSKHE-JAVAKHETI First Channel 50.5% The graph shows the televisions with a regular Rustavi2 41.5% viewership ratio of ≥5% in the research area.
TV School 23.2%
TV Pirveli 19.7%
Mtavari Arkhi 19.5%
GDS 13.8%
Mastro 10.8%
Comedy Channel 9.0%
Adjara TV 5.9%
Formula 5.5%
DECEMBER 2020 8 REGULAR TV CHANNELS QUESTION: PLEASE LIST THE GEORGIAN TV CHANNELS THAT YOU WATCH REGULARLY, AT LEAST ONCE A WEEK? (SEVERAL ANSWERS ARE POSSIBLE)
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Imedi 58.4% KVEMO KARTLI Rustavi2 47.2%
First Channel 37.0% The graph shows the televisions with a regular viewership ratio of ≥5% in the research area. Mtavari Arkhi 18.3%
TV School 15.5%
TV Pirveli 13.4%
GDS 11.1%
Mastro 9.5%
Marneuli TV 6.4%
Adjara TV 5.2%
Formula 4.6%
Comedy Channel 3.7%
DECEMBER 2020 9 TV SCHOOL - VIEWERS OF GEORGIAN LANGUAGE LESSONS QUESTION: DO YOU WATCH GEORGIAN LANGUAGE LESSONS ON THIS CHANNEL? (WE ASK ONLY THOSE RESPONDENTS WHO WATCH “TV School”.)
VIEWERS OF GEORGIAN LANGUAGE LESSONS
61% 59%
KVEMO KARTLI SAMTSKHE-JAVAKHETI
PROPORTION IN THE TV SCHOOL AUDIENCE SEGMENT
61% OF TV SCHOOL VIEWERS IN KVEMO KARTLI AND 59% IN SAMTSKHE-JAVAKHETI WATCH GEORGIAN LANGUAGE LESSONS ON THIS CHANNEL.
DECEMBER 2020 10 SOCIAL NETWORK QUESTION: WHICH SOCIAL NETWORKS DO YOU USE MAINLY?
Kvemo Kartli Samtskhe-Javakheti
63% Facebook 61%
19% Instagram 17%
17% YouTube 20%
11% What’s up 5%
7% Viber 5%
26% None 27%
DECEMBER 2020 11 DEMOGRAPHICS
GENDER DISTRIBUTION ETHNICITY FEMALE MALE 100% Kvemo Kartli Samtskhe-Javakheti 80% 48.1% 47.4% 60% 1.0% 40% RUSSIAN 0.3% 52.6% 20% 51.9% 0% KVEMO KARTLI SAMTSKHE-JAVAKHETI 0.0% AZERBAIJANI 50.8% SETTLEMENT TYPE
CITY VILLAGE 100% 37.7% 80% ARMENIAN 76.3% 71.9% 2.6% 60% 40% 20% 61.3% 23.7% 28.1% GEORGIAN 0% 46.2% KVEMO KARTLI SAMTSKHE-JAVAKHETI
DECEMBER 2020 12 DEMOGRAPHICS WEIGHTED AGE DISTRIBUTION OF TV VIEWERS
Kvemo Kartli Samtskhe-Javakheti 30%
25% 21.1% 19.5% 18.6% 18.6% 20% 16.7% 18.2% 14.4% 15.2% 14.5% 15.5% 14.8% 15% 13.0% 10% 5% 0% 18-24 25-34 35-44 45-54 55-64 65+%
EMPLOYMENT Kvemo Kartli Samtskhe-Javakheti 50% 41.7% 40% 31.6% 30% 20.8% 17.9% 20% 14.4% 14.9% 14.0% 16.0% 14.8% 9.1% 10% 2.0% 1.7% 0.4% 0.8% 0% EMPLOYED SELF-EMPLOED UNEMPLOYED PENSIONER STUDENT HOUSEWIFE REFUSE TO ANSWER
DECEMBER 2020 13