capital markets day 2011 ruslan tagiev
DESCRIPTION
TRANSCRIPT
![Page 1: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/1.jpg)
TV Audience Measurement in Russia
2011 CAPITAL MARKETS DAY24 March 2011London
Ruslan Tagiev, CEO TNS Russia
![Page 2: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/2.jpg)
Agenda
2
AgendaTV Audience Measurement in Russia
1. Basic Principles and Standards
2. Current Status and Development Strategy
3. Key Russian TV Market Indicators
![Page 3: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/3.jpg)
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
![Page 4: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/4.jpg)
TV Audience MeasurementTV Audience MeasurementBasic principles
![Page 5: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/5.jpg)
5
TV Audience Measurement Basic Principles
Agreement with all advertising g gmarket participants
![Page 6: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/6.jpg)
6
Advertising Budget AllocationAudience/Consumers
Advertising Agency
Advertiser TV Channels
£ € $
![Page 7: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/7.jpg)
7
TV Audience Measurement Basic Principles
International standards on research methodology and technology
![Page 8: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/8.jpg)
8
TV Audience Measurement Scheme
Defining Universe Forming Panel Collecting PeopleMeter Data
DataProcessing
Full Air Monitoring ClientsDatabase
![Page 9: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/9.jpg)
TV Audience Measurement Standards:
9
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
![Page 10: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/10.jpg)
TV Audience Measurement Standards:
10
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
![Page 11: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/11.jpg)
TV Audience Measurement Standards:
11
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.
![Page 12: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/12.jpg)
12
TV Audience Measurement Basic Principles
Total quality control q yby Data User Committee
![Page 13: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/13.jpg)
TV Audience Measurement
13
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
![Page 14: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/14.jpg)
TV Audience MeasurementTV Audience MeasurementHistory. Current status. Development Strategy
![Page 15: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/15.jpg)
15
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
![Page 16: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/16.jpg)
TV Audience Measurement in Russia:
16
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
![Page 17: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/17.jpg)
17
Russian TV Market Today
Multichannel
Digital
Time‐Shifted Viewing
Alternative Platforms
Russian Broadcasting Specifics
![Page 18: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/18.jpg)
18
Anytime. Anywhere. Any Device
++
+
+
![Page 19: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/19.jpg)
TV Audience Measurement
19
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
![Page 20: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/20.jpg)
TV Audience Measurement in Russia:
20
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
![Page 21: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/21.jpg)
Russian TV MarketRussian TV MarketKey figures
![Page 22: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/22.jpg)
Daily Reach
22
Daily ReachRussia cities 100 000+, aged 12+, January 2011
Radio: October‐December 2010
![Page 23: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/23.jpg)
Daily TV Viewing Time (min)
23
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.
![Page 24: Capital Markets Day 2011 Ruslan Tagiev](https://reader031.vdocuments.mx/reader031/viewer/2022020207/5494715cb47959962d8b595e/html5/thumbnails/24.jpg)
24
THANK YOU FOR YOUR ATTENTION!