TV MARKET SNAPSHOT 2018 Nielsen Audience Measurement Copyright © 2018 The Nielsen Company. Confidential and proprietary. TV VIEWING TIME Copyright © 2018 The Nielsen Company. Confidential and proprietary. AVERAGE TV VIEWING TIME (MINUTE/DAY/PERSON) 2017 and 2018 whole years, total day, „Total TV”, ATV, Live+Playback 400 350 389 389 300 282 250 280 200 216 214 minute 150 179 176 100 50 0 TOTAL 4+ AGE 4-17 AGE 18-49 AGE 50+ The Nielsen The Company. Confidentialand proprietary. The Nielsen The Company. Confidentialand proprietary. 2017 2018 © 2018 © © 2018 © The average daily TV viewing time of Total 4+ decreased by 2 minutes in 2018 compared to 2017. Copyright Copyright 3 LIVE AND PLAYBACK TIME VIEWED PER DAY 2018 total year, total day, „Total TV”, ATV, Live+Playback TARGET LIVE MINUTES PLAYBACK MINUTES PLAYBACK % 4+ 276 4 1.3% 4-17 174 3 1.5% 18-49 210 4 1.8% 50+ 385 4 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 The NielsenNielsen TheThe Company. Company. ConfidentialConfidentialandand proprietary. proprietary. © 2018 © © 2018 © Total 4+ spent 1.3% of the total TV viewing time on time-shifted TV content. Copyright Copyright 4 SHARE OF CHANNEL TYPES 2018 whole year, total day, Total 4+, Live+Playback (%) General entertainment 5,1 3,9 Lifestyle channels 2,5 4,7 Movie channels 5,7 Channels for children News channels 49,6 8,0 Documentary channels Sport channels 6,1 Music channels 11,4 DVD/video/video game 2,9 Other channels The NielsenNielsen TheThe Company. Company. ConfidentialConfidentialandand proprietary. proprietary. General entertainment genre still the most preferred genre, but movies and news have also © 20182018 ©© increased their share. Copyright Copyright 5 TV AUDIENCE COMPOSITON BASED ON INTERNET USAGE 2017 and 2018 whole year, total day, Total 4+, „Total TV”, ADH%, Live+Playback (%) 100 90 80 70 63,3 66,5 Internet usage at home - Yes 60 50 40 Internet usage at home - No 30 20 36,7 33,5 10 0 The NielsenNielsen TheThe Company. Company. ConfidentialConfidentialandand proprietary. proprietary. 2017 2018 © 20182018 ©© Share of Internet users increased within the TV audience. Copyright Copyright 6 TV ADS Copyright © 2018 The Nielsen Company. Confidential and proprietary. NUMBER OF INSERTIONS PER YEAR 2014-2018 whole years, total day, all channels in Nielsen’s Spot database 14 000 000 11 948 258 12 000 000 10 062 586 10 000 000 7 906 387 8 000 000 6 845 683 6 000 000 5 358 215 4 000 000 2 000 000 47-49 50-54 54-61 62-68 67-70 channels channels channels channels channels 0 2014 2015 2016 2017 2018 The Nielsen The Company. Confidentialand proprietary. © 2018 © Number of insertions of TV ads has been increasing constantly in the past 5 years. Copyright 8 AUDIENCE OF TV ADS IN 2018 2018 total year, Total individuals 4+, total day, all channels in Nielsen’s Spot database Average daily Reach of TV Daily An individual saw 6.6 million TV viewing time was 120 db people 4 hours 40 TV ads/day in average minutes 6.1 million ad viewing time was saw at least one ad 31 minutes The Nielsen The Company. Confidentialand proprietary. © 2018 © Average daily ad viewing time was more than 11% of the total TV viewing time. Copyright 9 AVERAGE SPOT LENGTH AND SPOT/BREAK 2018 whole year, total day, all channels in Nielsen’s Spot database Proportion of duration Number of spots in the break 1-5 sec 1,0 1 spot/break 2-5 10 sec 4,5 spots/break 15 sec Average spot 1,8 19,0 11 or more length 11,0 20 sec 29,2 spots/break 25 sec 12,2 23 sec 42,5 Átlagosan 30 sec 29,7 31+ sec 4,5 10 db 44,6 Total ad time is 76 404 hours, 6-10 spots/break which equals years. The Nielsen The Company. Confidentialand proprietary. 8.7 © 2018 © Average spot duration was 23 seconds long and an average break included 10 spots. Copyright 10 ADVERTISERS AND ADVERTISEMENTS 2018 whole year, total day, all spot measured channels Number of advertisers was 552 and Number of brands was 1 030. 7 229 different spots were broadcasted from that 5 930 were new spots. An average spot was 1 653 times on air. The Nielsen The Company. Confidentialand proprietary. © 2018 © 39% of new spots appeared on Monday, the most frequent spot was on air 24 859 times. Copyright 11 SECTORS AND CLASSES 2018 whole year, total day, all spot measured channels Top 10 sectors based on number of insertions Top 10 classes based on number of insertions 2 756 947 OTC products 622 050 Food trade 2 408 130 Commerce 547 129 Hypermarkets 1 603 147 Food products 527 443 OTC for cold & flu 1 142 442 Beauty care 508 488 Other OTC products 623 826 Finance 487 403 Credits & loans 590 046 Household products 454 546 Cars 535 477 37Drinks mért & beverages 453 732 Other commercial csatorna 525 816 Telecommunication 450 415 Vitamins 498 140 Traffic 394 260 Pain killers, sedatives The Nielsen The Company. Confidentialand proprietary. 428 805 365 173 Services Technical store © 2018 © Top 3 sectors gave 56.6%, top 10 classes accounted for 24% of total TV ads. Copyright 12 NOTES: Period: 01.01.2017 – 31.12.2017 and 01.01.2018 – 31.12.2018 Daypart: Total day (02-26h) Target: 2017: Total Individuals (4+) (Universe: 8 729 160 Cases: 2 540) 2018: Total Individuals (4+) (Universe: 8 909 923 Cases: 2 566) Variable: ATV, SHR%, ADH%: Live+Playback; ad RCH, ad viewing time, OTS: Live Channels: Channel networks (102 Channels) General entertainment: TV2, RTL KLUB, Duna TV, Super TV2, Cool, Izaura, Prime, RTL II, Viasat3, Comedy Central, TV4 (EX Story4), Sorozat+, Duna World, Story4 (EX Story5), M3, RTL+, RTL Gold, Viasat6, Galaxy4, RTL Spike, Humor+, FEM3, Comedy Central Family, Sony Max, PAX TV, C8, FIX TV; Lifestyle: TLC, Spektrum Home, TRAVEL Channel, TV Paprika, LifeTv, Lichi TV, Viasat Explorer, Fishing & Hunting, DIGI Life, AXN, FIT HD; Movie channels: Film+, Mozi+, AXN, Paramount, AMC, Film Cafe, FILM4, Film Mania, Sony Movie Channel, HBO, Film Now, HBO2, FOX, FILMBOX, HBO3; Channels for children: Nickelodeon, M2, Minimax, Nick JR, Disney Channel, Cartoon Network, Boomerang, JimJam, Kiwi TV, MEGAMAX; News channels: ATV, M1, Hír TV, ECHO TV, EURONEWS (Hungarian); Documentary channels: Discovery Channel, National Geographic, ID, Spektrum, NAT GEO WILD, History, Viasat History, M5, DOQ, Animal Planet, CBS Reality, OzoneTv, DIGI Animal World, Discovery Science, Viasat Nature, DIGI World, DA VINCI, D1 TV; Sport channels: M4 Sport, Sport1, EUROSPORT (Hungarian), Sport2, Spíler1 TV, EUROSPORT 2, DIGI Sport1, DIGI Sport2, Spíler2 TV, Extreme Sport, SportM; Music channels: Sláger TV, Muzsika TV, Zenebutik, MTV Hungary, Music Channel, HIT Music Channel; Other channels: foreign channels, other unidentified Hungarian channels, other screen use Spot measured channels (72 Channels) Channels: AMC, ATV, AXN, Boomerang, Cartoon Network, Comedy Central, Comedy Central Family, Cool, Discovery Channel, Disney Channel, DOQ, Duna TV, Duna World, ECHO TV, FEM3, Film Cafe, Film Mania, FILM+, FILM4, FOX, Galaxy4, Hír TV, History, Humor+, ID, Izaura, Kiwi TV, Lichi TV, LifeTv, M1, M2, M3, M4 Sport, M5, Minimax, Mozi+, MTV Hungary, Music Channel, Muzsika TV, NAT GEO WILD, Nickelodeon, National Geographic, Nick JR, OzoneTv, Paramount, Prime, RTL Gold, RTL II, RTL KLUB, RTL Spike, RTL+, Sláger TV, Sorozat+, Spektrum, Spektrum Home, SPILER1 TV, SPILER2 TV, SPORT1, SPORT2, Story4 (EX Story5), Sony Max, Sony Movie Channel, Super TV2, TLC, TRAVEL Channel, TV Paprika, TV2, TV4 (EX STORY4), Viasat3, Viasat6, VIVA, Zenebutik 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. Sponsorships or TV shop events are not considered as ads. Copyright © 2018 The Nielsen Company. Confidential and proprietary. 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 Kapcsolat: www.nielsen.com Nielsen Közönségmérés Kft. H -1146 Budapest, Hermina út 57-59. 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