TV Audience Measurement in Russia

2011 CAPITAL MARKETS DAY24 March 2011London

Ruslan Tagiev, CEO TNS Russia

Agenda

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AgendaTV Audience Measurement in Russia

1. Basic Principles and Standards

2. Current Status and Development Strategy

3. Key Russian TV Market Indicators

TNS Worldwide

• Global TNS▫ Since 1960▫ Since 2008 a part of WPP/Kantar Research▫ In 2009 merged with Research International ▫ 15 000 employees in 80 countries15 000 employees in 80 countries▫ Over 15 areas of expertise including mass media▫ TV Audience Measurements in 58 countries

Including UK, USA, Brazil, Russia, India, China, etc.

• TNS Russia▫ Since 1994▫ Since 1994▫ Research Agency № 1, Russian market share 20%▫ The only Russian TV, Radio & Press data provider

TV Audience MeasurementTV Audience MeasurementBasic principles

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TV Audience Measurement Basic Principles

Agreement with all advertising g gmarket participants

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Advertising Budget AllocationAudience/Consumers

Advertising  Agency

Advertiser TV Channels

£ € $

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TV Audience Measurement Basic Principles

International standards on research methodology and technology

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TV Audience Measurement Scheme

Defining Universe Forming Panel Collecting PeopleMeter Data

DataProcessing

Full Air Monitoring ClientsDatabase

TV Audience Measurement Standards:

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TV Audience Measurement Standards: TV Panel

Recruitment•Establishment Survey•Response rates

Design & Structure

Management•Panel support• Panel motivation

Data Processing•Daily data quality control• Response rates •Representativeness •Panel motivation

•Panel security 

control

TV Audience Measurement Standards:

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TV Audience Measurement Standards: EquipmentPeopleMeters TNS 5000• Audio Matching Systemg y• Technology works in 24 countries• 84 000 peoplemeters in 48 000 households• Largest Markets:▫ China▫ Russia (since 2011)▫ Spain▫ UK

TV Audience Measurement Standards:

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TV Audience Measurement Standards: Monitoring• Full TV broadcast monitoring▫ Network▫ 29 local markets incl. Moscow & St.Petersbourg• 600+ TV channels• 16 000 000+ events recorded per month• 100+ attributes important to the client are in the database:

d i▫ Advertiser▫ Product categoryS t iti i b k▫ Spot position in break

▫ Spot description, etc.

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TV Audience Measurement Basic Principles

Total quality control q yby Data User Committee

TV Audience Measurement

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TV Audience Measurement Quality Assurance• TAM Audits in Russia▫ 1999 – Independent auditor Ph.D. Toby Syfret▫ 2002 – Independent auditor Ph.D. Thomas Newman▫ 2005 – Independent auditor Ph.D. Peter Menneer• TAM Users Committee▫ Since 2005, quarterly meetings

i i▫ Participants: AdvertisersTV Ch lTV ChannelsSales‐Houses & Ad Agencies

TV Audience MeasurementTV Audience MeasurementHistory. Current status. Development Strategy

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TV Audience Measurement History in Russia

1992 – 2000 Diary panel

Since 1996 Peoplemeter panel

Moscow, ,300 households1996

Russia (cities 100 000+), 1200 households1999 Russia (cities 100 000+), 

3573 households20111200 households 3573 households

Development plan2013

1990 1995 2000 2005 2010

TV Audience Measurement in Russia:

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TV Audience Measurement in Russia: Current StatusUniverse

• Russia (cities 100 000+)• Additional data for 29 cities (including Moscow)• Additional data for 29 cities (including Moscow)

Sample size

• 3500 households, 72 cities

TV channels

• 200+ channels reported

Delivery Forms

• Full Database (minutes, programmes, breaks, spots)• Table reports and analysis 

Daily database update

• Moscow: next day after broadcast • Russia & Local markets: 2nd day after broadcasty

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Russian TV Market Today

Multichannel

Digital

Time‐Shifted Viewing

Alternative Platforms

Russian Broadcasting Specifics

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Anytime. Anywhere. Any Device

++

+

+

TV Audience Measurement

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TV Audience Measurement Development Philosophy

PEOPLEMETER + Audio Matching SystemTRADITIONAL HOME TV VIEWING

PORTABLE PEOPLEMETER (PPM)OUT‐OF‐HOME TV VIEWING,

RETURN‐PATH‐DATA:HOME TV VIEWING,MULTICHANNEL ,

ALTERNATIVE PLATFORMS HOMES

VIEWING via INTERNET

TV Audience Measurement in Russia:

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TV Audience Measurement in Russia: 2011‐2013 Development

1 Technological Innovations

2 National Panel Development

3 Sample Size Increase

4 i i4 New TV Viewing Ways Measurement

5 Software Development5 Software Development

6 Monitoring Development6 Monitoring Development

Russian TV MarketRussian TV MarketKey figures

Daily Reach

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Daily ReachRussia cities 100 000+, aged 12+, January 2011

Radio: October‐December 2010

Daily TV Viewing Time (min)

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Daily TV Viewing Time (min)Russia cities 100 000+, 5:00 – 29:00, September‐June each year 

In last 2 seasons Daily TV Viewing Time is stable or increasing even among young people.

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THANK YOU FOR YOUR ATTENTION!