TV MARKET SNAPSHOT 2016 Q4 NIELSEN AUDIENCE MEASUREMENT Copyright ©2012 the Nielsen Company
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TV MARKET SNAPSHOT 2016 Q4 NIELSEN AUDIENCE MEASUREMENT AVERAGE DAILY VIEWING TIME PER PERSON 2015 Q4 and 2016 Q4, Live+Playback 450 400 401 403 350 300 302 298 250 245 200 234 ATV ATV (minute) 208 200 150 100 50 0 Total 4+ Age 4-17 Age 18-49 Age 50+ 2015 Q4 2016 Q4 © Nielsen Audience Measurement Average viewing time slightly decreased – mostly in age 4-17 and 18-49 - compared to 2015 Q4. 2 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 LIVE AND PLAYBACK TIME VIEWED PER DAY(ATV) 2016 Q4, Total day TARGET LIVE MINUTE PLAYBACK MINUTE PLAYBACK % TOTAL 4+ 295 3.7 1.3% 4-17 197 2.8 1.4% 18-49 230 3.9 1.7% 50+ 400 3.9 1.0% Live: Viewing of TV broadcasts at the actual time of transmission Playback: Viewing of TV contents recorded and viewed within 7 days of the original broadcast time © Nielsen Audience Measurement Total individuals spent 1.3% of their total TV viewing time on time-shifted content. 3 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 SHARE OF CHANNEL GROUPS BY GENRE 2015 Q4 and 2016 Q4, Total 4+, Live+Playback 2016 Q4 2.4 4.9 2.1 General entertainment channels 2.8 21.6 4.5 2.4 Lifestyle channels 3.0 5.7 2.1 19.6 Public channels 4.7 RTL Klub + TV2 4.2 3.2 2015 Q4 2.3 Movie channels 5.2 2.6 4.8 Kids' channels News channels 10.1 16.7 Documentary channels 14.9 11.7 Sport channels Music channels 26.2 Other channels 22.6 DVD/video/video game © Nielsen Audience Measurement Audience share of General entertainment channels has increased the most compared to 2015 Q4. 4 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 BROADCAST AND RECEPTION SHARE OF TYPOLOGY 2016 Q4; Total 4+, Consolidated data 0.3% 0.2% Religion 100% 10.5% Movies 90% 17.2% 9.0% Arts, science, culture 3.8% 80% 3.5% 2.4% 4.9% Information 70% 7.2% 9.3% 5.3% 3.6% 60% News (political, economic) 8.4% 4.4% 50% 9.9% Sport Music 40% 30.1% 27.6% 30% Non-musical entertainment 20% Non-musical fiction (series, TV-film, etc.) 23.3% 10% 19.1% Other (advertising, promo, etc.) 0% EMISSION SHARE RECEPTION SHARE © Nielsen Audience Measurement Consumption rate of Movies and News was significantly higher, while cultural/educational programs’ rate was lower compared to their broadcast share. 5 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 FMCG TOP CLASSES BY GRP 2015 Q4 and 2016 Q4; Total (4+) GRP Class 2015 Q4 2016 Q4 1 COFFEE 5 736.9 10 734.4 2 PERFUME, SCENTED WATER 10 366.6 10 102.6 3 PUDDING, SWEET DAIRY PRODUCT 10 774.2 9 193.5 4 COMFIT, CHOCOLATES 6 228.7 8 699.4 5 SHAMPOO 4 537.7 6 832.7 6 CHOCOLATE BAR 8 916.6 6 576.6 7 CARBONATED DRINKS 3 550.1 4 833.7 8 FACIAL CREAM 4 302.1 4 828.0 9 WASHING POWDER/LIQUID 1 851.4 4 590.7 10 TEA 6 219.3 4 393.6 11 FRUIT JUICE 1 479.3 4 178.8 12 TOOTHPASTE 3 109.3 4 107.1 13 YOGHURT, KEFIR 3 989.4 3 961.8 14 MUSTARD, MAYONNAISE, KETCHUP 3 631.7 3 946.1 15 DISHWASHING LIQUID 2 943.3 3 896.3 16 CAT FOOD 4 036.4 3 704.4 17 CHEWING GUM 2 571.6 3 294.9 18 BITTERS 3 625.2 3 238.9 19 CHAMPAGNE 3 956.0 3 196.8 20 COLD CUTS 1 439.4 3 118.6 © Nielsen Audience Measurement 6 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 NOTES: AVERAGE DAILY VIEWING TIME PER PERSON Period: 2015 Q4 and 2016 Q4 (1/October – 31/December) Daypart: Total day (02-26h) Target: 2015: Total Individuals (Universe: 9 026 542 Cases: 2 557), 4-17 (Universe: 1 341 474 Cases: 373), 18-49 (Universe: 4 091 551 Cases: 1 176), 50+ (Universe: 3 593 517 Cases: 1008) 2016: Total Individuals (Universe: 8 829 979 Cases: 2 563), 4-17 (Universe: 1 235 592 Cases: 346), 18-49 (Universe: 4 001 728 Cases: 1 167), 50+ (Universe: 3 592 659 Cases: 1 049) Channel: Total TV Variable: Live+Playback ATV LIVE AND PLAYBACK TIME VIEWED Period: 2016 Q4 (1/October – 31/December) Daypart: Total day (02-26h) Target: Total Individuals (Universe: 8 829 979 Cases: 2 563), 4-17 (Universe: 1 235 592 Cases: 346), 18-49 (Universe: 4 001 728 Cases: 1 167), 50+ (Universe: 3 592 659 Cases: 1 049) Channel: Total TV Variable: Live and Playback ATV (min), Playback % SHARE OF CHANNEL NETWORKS Period: 2015 Q4 and 2016 Q4 (1/October – 31/December) Daypart: Total day (02-26h) Target: 2015: Total Individuals (Universe: 9 026 542 Cases: 2 557), 2016: Total Individuals (Universe: 8 829 979 Cases: 2 563) Channel groups: Public: M1, M2, M3, M4 Sport, M5, Duna TV, Duna World; Lifestyle: Chili TV, Digi Life, Fishing&Hunting, LifeNetwork, Spektrum Home, TLC, Travel Channel, TV Paprika, Viasat Explorer; General entertainment: C8, Comedy Central, Cool, Fem3, FixTV, Galaxy, Humor+, Izaura TV, PAX TV, Prime, RTL+, RTL II, RTL Spike, Sorozat+, Story4, Story5, Super TV2, Viasat3, Viasat6; Movie: AMC, AXN, AXN Black, AXN White, DIGI Film, Film+, Film+2, Filmbox, Film Café, Film Mánia, FOX, HBO, HBO2, HBO3, Mozi+, Paramount; Children: Boomerang, Cartoon Network, Disney Channel, Disney Junior, Kiwi TV, JimJam, Megamax, Minimax, Nickelodeon, Nick JR; News: ATV, EchoTV, Euronews (magyar), HírTV; Documentary: Animal Planet, CBS Reality, D1, Da Vinci Learning, DIGI Animal World, DIGI World, Discovery Channel, Discovery Science, Discovery World, DoQ, History Channel, ID Xtra, National Geographic Channel, Nat Geo Wild, OzoneNetwork, Spektrum, Viasat History, Viasat Nature; Sport: DIGI Sport 1, DIGI Sport 2, Eurosport, Eurosport2, Extreme Sport, Spíler TV, Sport1, Sport2, Sport M; Music: H!t Music Channel, Music Channel, Muzsika TV, MTV (Music Television), SlágerTV, Viva, Zenebutik; Other: foreign channels, other unidentified Hungarian channels, other TV- screen usage Variable: SHR% (Live +Playback data based on Live+Playback Total TV) EMISSION AND RECEPTION SHARE OF TYPOLOGY Period: 2016 Q4 (1/October – 31/December) Daypart: Total day (02-26h) Target: 2016: Total Individuals (Universe: 8 829 979 Cases: 2 563) Channels: ATV, AXN, Cartoon Network, Comedy Central, Cool, Discovery Channel, Disney Channel, Duna TV, Duna World, Fem3, Film+, Film+2, FOX, Galaxy, ID Xtra, Life Network, M1, M2, M3, M4 ATV, AXN, Cartoon Network, Chili TV, Comedy Central, Cool, Discovery Channel, Disney Channel, Duna TV, Duna World, Fem3, Film+, Film+2, FOX, Galaxy, Humor+, ID Xtra, Izaura TV, Kiwi TV, M1, M2, M3, M4 Sport, M5, Mozi+, Muzsika TV, National Geographic Channel, Nickelodeon, Nick JR, Paramount, Prime, RTL+, RTL II, RTL Klub, RTL Spike, Sorozat+, Spíler TV, Sport1, Sport2, Story4, Story5, Super TV2, TLC, TV2, Viasat3, Viasat6, VIVA, Zenebutik Main items of ’Non musical entertainment’ typology: 1. Game; 2. Quiz show; 3. Entertainment magazine; 4. Talk-show; 5. Cabaret, satire; 6. Circus, show; 7. Reality show Variable: EST%, Consolidated RST% FMCG TOP CLASSES Period: 2015 Q4 and 2016 Q4 (1/October – 31/December) Daypart: Total day (02-26h) Target: 2015: Total Individuals (Universe: 9 026 542 Cases: 2 557), 2016: Total Individuals (Universe: 8 829 979 Cases: 2 563) Channel: all channels in Nielsen Audience Measurement spot database in the given period Product: TV-spots categorized in the following sectors by Nielsen Audience Measurement: baby care, food, drinks and beverages, household products, beauty care 7 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 Variable: GRP About Nielsen Audience Measurement Nielsen Audience Measurement is the only company in Hungary that is engaged in television audience measurement. The data provided by Nielsen Audience Measurement ensures a "common currency" for the media agencies, advertisers and television channels, based on an independent and transparent measurement system. The independence, professional reliability and credibility of our audience measurement system have been confirmed by various independent audits. About Nielsen Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. 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