TV MARKET SNAPSHOT 2015 NIELSEN AUDIENCE MEASUREMENT TV VIEWING TIME AVERAGE VIEWING TIME (MINUTES/DAY/PERSON) 2014 and 2015 whole years, whole day, „Total TV”, Live+Playback 400 350 376 379 300 289 286 ) 250 241 234 200 minutes 198 198 ATV ATV ( 150 100 50 0 TOTAL 4+ AGE 4-17 AGE 18-49 AGE 50+ 2014 2015 © Nielsen Audience Measurement Average viewing time of total population was three minutes lower in 2015 than in 2014. 3 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 LIVE AND PLAYBACK TIME VIEWED PER DAY(ATV) 2015 whole year, whole day, „Total TV”, Live+Playback TARGET LIVE MINUTES PLAYBACK MINUTES PLAYBACK % TOTAL 4+ 283 3,1 1,0% 4-17 195 2,6 1,3% 18-49 231 3,3 1,4% 50+ 376 3,1 0,8% 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 1,0% of their total TV viewing time on time-shifted content. 4 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 SHARE OF CHANNEL TYPES 2014 and 2015 whole year, whole day, Total 4+, Live+Playback 2015 4,5% 2,5% 2,7% General entertainment 2,3% 19,8% 5,2% Lifestyle channels 2,5% 5,3% 2,6% 18,2% 2,4% Public channels 4,9% 3,9% RTL Klub + TV2 2,1% 2,3% 4,0% 2014 Movie channels 5,0% 4,8% Channels for children 16,3% News channels 9,1% 16,1% Documentary channels 9,7% Sport channels Music channels 27,9% DVD/video/video game 25,9% Other channels *In 2014 Playback is the part of „Other channels” category. © Nielsen Audience Measurement Share of general entertainment and movie channels increased compared to 2014. 5 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 ADHESION BASED ON (BEST) RECEIVING PLATFORM 2014 and 2015 whole year, whole day, Total 4+, „Total TV”, Live+Playback 100% 90% Digital cable / IPTV 29,8% 80% 36,6% 70% Digital satellite with subscription 60% 26,1% 50% 24,4% 40% Analogue cable 30% 31,2% 27,0% 20% Terrestrial (analogue + cable) 10% 12,9% 12,0% 0% 2014 2015 © Nielsen Audience Measurement Share of digital cable and IPTV further increased. 6 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 TV ADS VIEWERSHIP OF TV ADS IN 2015 2015 whole year, whole day, Total 4+, all spot measured channels Daily Reach was Daily viewing time was An individual saw 6,9 million 286 minutes from which 89 from which 2645 mért minutes TV ads/day in average. 6,5 million were ad viewing.csatorna saw an ad. © Nielsen Audience Measurement Average ad viewing time is 9% of TV viewing time. 8 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 NUMBER OF INSERTIONS PER YEAR 2011-2015 whole years, whole day, all spot measured channels 8 000 000 7 000 000 6 845 683 6 000 000 5 358 215 5 000 000 4 460 296 4 152 046 4 000 000 3 382 935 3 000 000 2 000 000 1 000 000 37-45 44-49 47 47-49 50-54 channels channels channels channels channels 0 2011 2012 2013 2014 2015 © Nielsen Audience Measurement Number of insertions has been increasing for years and has been doubled in the last five years. 9 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 AVERAGE SPOT LENGTH AND SPOT/BREAK IN 2015 2015 whole year, whole day, all spot measured channels Proportion of duration Number of spots in the break 1 spot/break 1-5 sec 1% 11 or more spots/break Average spot length: 10 sec 4% 7% 20% sec 15 sec 12% 24,2 Avg.: 20 sec 25% 26% 6-10 2-5 25 sec 7,7 14% spots/break spots/break 50% 30 sec 35% 31+ sec 6% Total ad time: 45 965 hours meaning 5,25 years © Nielsen Audience Measurement Average spot duration was 24,2 seconds and average number of spots was 7,7 in a break. 10 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 ADVERTISERS AND ADVERTISEMENTS IN 2015 2015 whole year, whole day, all spot measured channels Number of advertisers: 7 290 Ads were 578 different spots number of brands: 939 5 781 times on air in 1 031 new spots. average. © Nielsen Audience Measurement 35% of new spots appeared on Monday, the most advertised spot was on air 22 087 times. 11 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 SECTORS AND CLASSES IN 2015 2015 whole year, whole day, all spot measured channels Top 10 sectors based on number of insertions Top 10 classes based on number of insertions 1 818 684 OTC products 422 093 OTC for cold & flu 1 010 706 Commerce 332 894 Vitamins 959 287 Food products 324 345 Other OTC products 563 319 Beauty care 316 860 Food trade 422 291 Household 261 171 Credits & loans products 409 785 Finance 224 219 Hypermarkets 352 694 Telecommunication 213 865 Pain killers, sedatives 262 701 Drinks & beverages 201 430 Other trade (mainly e- 37 mért commerce) csatorna 230 836 Services 170 346 Mobile phone subscription 228 711 Free time 163 108 Cars © Nielsen Audience Measurement Top 3 sectors gave 56%, top 10 classes accounted for 38% of total TV ads number. 12 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 NOTES: Period: 2014.01.01 – 2014.12.31 and 2015.01.01 – 2015.01.01 Daypart: whole day (02-26h) Target: Total Individuals (4+) 2015: (Universe: 9 026 542 Cases: 2 557) Variable: ATV, SHR%, ADH%: Lve+Playback, ad RCH, ad viewing time, OTS: Live Channels: Total TV Channel networks: (status of 2015.12.01) Public: M1, M2, M3, M4 Sport, Duna TV, Duna World; Life style: Digi Life, Fishing&Hunting, LifeNetwork, Spektrum Home, TLC, Travel Channel, TV Paprika, Viasat Explorer; General entertainmment: BBC Entertainment, C8, Comedy Central, Cool, Fem3, FixTV, Galaxy, PAX TV, RTL+, PRO4, RTL II, 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, HBO Comedy, Paramount, Universal Channel; Channels for children: Boomerang, Cartoon Network, Disney Channel, Disney Junior, JimJam, Megamax, Minimax, Nickelodeon, Nick JR; News: ATV, EchoTV, Euronews (magyar), HírTV, P+; Documentary channels: Animal Planet, CBS Reality, D1, Da Vinci Learning, DIGI Animal World, DIGI World, Discovery Channel, Discovery Science, Discovery World, DoQ, History Channel, IDX, Investigation Discovery, National Geographic Channel, Nat Geo Wild, OzoneNetwork, Spektrum, Viasat History, Viasat Nature; Sport: DIGI Sport 1, DIGI Sport 2, Eurosport, Eurosport2, Extreme Sport, Sport1, Sport2, Sport Klub, Sport M; Other: H!t Music Channel, Music Channel, Muzsika TV, MTV (Music Television), Sláger TV, Viva; Other: külföldi csatornák, egyéb azonosítatlan magyar csatornák, egyéb képernyőhasználat Spot measured channels: (ATV, AXN, CARTOON NETWORK, CBS REALITY, COMEDY CENTRAL, COOL, DISCOVERY CHANNEL, DISNEY CHANNEL, DOQ, DUNA TV, DUNA WORLD, F+, FEM3, FILM CAFE, FILM MANIA, FILM+2, FOX, Galaxy, Investigation Discovery, LifeNetwork, M1, M2, M3, M4 Sport, MINIMAX, MTV (MUSIC TELEVISION), MUSIC CHANNEL, MUZSIKA TV, NAT GEO WILD, NATIONAL GEOGRAPHIC CHANNEL, NICKELODEON, OzoneNetwork, PARAMOUNT, PRO4, RTL II, RTL KLUB, RTL+, SLAGER TV, SOROZAT+, SPEKTRUM, SPEKTRUM HOME, SPORT1, SPORT2, SPORT KLUB, STORY4, STORY5, Super TV2, TLC, TV PAPRIKA, TV2, UNIVERSAL CHANNEL, VIASAT3, VIASAT6, VIVA) Definition of advertisement: Based on recording rules of the Spot database, advertisements (spots) are TV events in a block that starts and ends with „ADVERTISEMENT” title. If channel id between ads is replaced with a product it is advertisement too. When a countdown starts on the screen but a spot is on air at the same time, it is ad too. Post-production virtual spot in a program is also advertisement. Political ads in „POLITICAL ADVERTISEMENT” blocks are also included in the Spot database. Sponsorship or TV shops events are not ads. 13 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Confidential Company.The Nielsen Copyright ©2012 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. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information please visit our websites : www.nielsenkozonsegmeres.hu www.nielsen.com Contact: Nielsen Közönségmérés Kft. H -1146 Budapest, Hermina út 57-59. Phone: 461-7050, Fax: 461-7051 e-mail: [email protected] internet: www.nielsenkozonsegmeres.hu .