MEDIARESEARCH TAM Project Bulgaria Panel And Technology 3 December 2014, Sofia
Contents Panel status as of 2nd December 2014 Audiomatching measurement technology Key features Proves of reliability Value of advertising GRPs volume of the market Campaign evaluation Planning possibilities
Panel Status Since 1st January 2014 representative national panel 1.100 HH daily NET size Over 1.300 HH installed Strict criteria to enter the reporting (NET) panel Representativeness ensured: Daily weights in 0,6-1,8 9 weighting variables 10 control variables (norms) Two waves of CS per year 6600 total sample
Quality of the panel and data MEDIARESERACH TV panel is Stable in terms of size Well balanced according to norms and weights Checked on daily basis Data produced on time continuously
Measurement Technology Audiomatching the smart choice for commercial usage of TAM data. Non-invasive, digital/analogue independent measurement 98,88% accuracy confirmed by an independent audit Immediate reaction to a change of a channel 1 second data precision The same technology used in most European countries and it is mostly used as the major measuring technology worldwide
Audiomatching Technology It has proven its accuracy many times in Bulgaria when AM technology provided Correct reporting of Anomaly situations What does mean correct reporting? Measurement of content = i.e. what exactly is on TV screen There were several interesting cases on Bulgarian TV air
Case 1: btv vs. Bulsacom What: The biggest Satellite provider in BG with app. 75% share (Bulsatcom) stopped carrying btv Group channels. When: 21st December 2012 evening till 23rd December 2012 afternoon 2nd January 2013 till 24th January 2013 Expectation: The rating of btv Group channels in the Satellite target group will experience a significant decrease.
Case 1: btv vs. Bulsacom 10 9 8 Average Daily Rating %, btv Group, 12.12.2012-1.2.2013 btv Group Satellite btv Group 4+ 7 6 5 4 3 2 1 0
Case 2: Football World Cup 25% World cup finale, Brazil 2014 - Germany vs. Argentina (BNT 1, 13.7.2014, rating %, 4+) 20% 15% 10% 5% 0% Spots/promos/etc. BNT 1 rating % (13.7.) BNT 1 rating % (sunday average)
Case 3: Bulsatcom dropout What: All SD channels carried by the Satellite provider Bulsatcom experienced a signal dropout. When: 2nd October 2014 at app. 19:30 Dropout lasted for more than two hours Expectation: The rating of all channels in the Satellite target group will experience a significant decrease.
19:00 19:10 19:20 19:30 19:40 19:50 20:00 20:10 20:20 20:30 20:40 20:50 21:00 21:10 21:20 21:30 21:40 21:50 22:00 22:10 22:20 22:30 22:40 22:50 Case 3: Bulsatcom dropout 14 12 Rating %, Satellite 4+, 2.10.2014 btv Nova BNT 1 10 8 6 4 2 0
Case 4: btv Group blackout What: All channels from the btv Group suffered from a technical failure just a black screen was broadcasted. When: 19th October 2014 between 14:34 and 14:56 btv Action experienced a shorter dropout Expectation: To see how many people were actually watching the content btv intended to broadcast.
14:00 14:05 14:10 14:15 14:20 14:25 14:30 14:35 14:40 14:45 14:50 14:55 15:00 15:05 15:10 15:15 15:20 15:25 Case 4: btv Group blackout 4,0 3,5 Rating %, 4+, 19.10.2014 btv btv Group 3,0 2,5 2,0 1,5 1,0 0,5 0,0
Value of advertising
Situation on the market Market is divided between Two major TV groups Two audience currencies Is there any chance, how to avoid Additional campaign planning and evaluation work? Overspending of advertisers budgets?
TV market is led by two TV groups with almost the same performance
Share of Voice BG TV market 1-10/2014 BG TV market 10/2014 TOP 20 BG product segments 10/2014 TOP 20 BG advertisers 10/2014 TOP 20 BG brands 10/2014 TOP 20 BG campaigns 10/2014 Total 1,561,568 TRPs (18-49) 191,302 TRPs 115,954 TRPs (60% of 10/2014) 81,700 TRPs (43% of 10/2014) 38,948 TRPs (20% of 10/2014) 30,723 TRPs (16% of 10/2014) btv Group Nova Group Others 0% 20% 40% 60% 80% 100%
Two major TV groups Their SOV is almost the same from different point of view It is no secret that advertising is not only about Ratings, but also about effective Reacha & Frequncy The question is whether one major TV group could deliver sufficient R/F itself?
0 50 100 150 200 250 300 350 400 450 500 550 600 650 700 750 800 850 900 950 1000 Reach (%) Effective reach all TVs 90,0 80,0 70,0 60,0 50,0 40,0 30,0 20,0 10,0 0,0 1+ 3+ 5+ TRPs 18-49
Example A natural channel mix gives for 500 TRPs Reach 1+ 72% Reach 3+ 55% Reach 5+ 41% Avg. Frequency 7 Is it posssible to get the same performance of a campaign on a single major TV group?
0 50 100 150 200 250 300 350 400 450 500 550 600 650 700 750 800 850 900 950 1000 Reach (%) Effective reach 3+ 80,0 70,0 60,0 50,0 40,0 30,0 20,0 10,0 0,0 54% @ 500 TRPs 54% @ 700 TRPs all TVs major TV group TRPs 18-49
0 50 100 150 200 250 300 350 400 450 500 550 600 650 700 750 800 850 900 950 1000 Reach (%) Effective reach 5+ 70,0 60,0 50,0 40,0 30,0 20,0 10,0 0,0 41% @ 500 TRPs 41% @ 650 TRPs all TVs major TV group TRPs 18-49
The answer Yes, it is possible to achive the same communication by using one major TV group 3+ 500 vs 700 TRPs 28% 5+ 500 vs 650 TRPs 24%
Conclusion Basically it is possible to achieve sufficient effective R/F by using a single major TV group When doing so, you need 20-30% more Ratings to achive your KPI It could be used when each major TV group prefer different audience currency and negotiate the right price.
Thank you!