time of change. time to change. - we are measuring terrestrial, cable and dth channels. ......

TIME OF CHANGE. TIME TO CHANGE.

My TV sets in 1990. 2000. 2010.

1980. my first TV (black & white) 2000. I’ve changed my TV1990. my first TV (color)

Page2Audience Measurement in a Digital World. Bucharest, 27th of May, 2010

2005. my laptop. 2010. My friends’ TV set.2008. my laptop, other 2 TV sets & 2 DVD.

Figures in Romanian TV Landscape. TV sets.

1.481.58 1.61 1.64 1.66

1.0

1.2

1.4

1.6

1.8

2007 2008 wave 1 2008 wave 2 2009 wave 1 2009 wave 2

Average number of TV sets per household (%)Households with more than one TV set

44

49.1 50.1 49.9 50.8

30.0

40.0

50.0

60.0




(%) Households with DVD Recorder

2.2

3.13.6

2.93.2

0.0

1.0

2.0

3.0

4.0

5.0


(%) Screen Type: Plasma/LCD

1.2

5.2

7.38.4

9.9

0.0

2.0

4.0

6.0

8.0

10.0

12.0


Source Data: Establishment Survey, Gfk Romania

My TV guide in 1990 My TV guide in 2000 My TV guide in 2010

My source of information


My TV guide in 2000 My TV guide in 2010

My friends’ EPG

TV offer in 1990. 2000. 2010.

1990-TVR 1

1993 – A1

1995 – Pro TV

1997– Prima TV

1998– Acasă


1993 – A1

2000-2010

+ another 300 or 400 channels…

Figures in Romanian TV Landscape. Type of reception

(%) HH with TV cable analogue

3.2

4.0 3.8 3.6

4.1

1.0

2.0

3.0

4.0

5.0


(%) HH with Digital cable with receiver

69.766.4 66.8 67.5 67.3

30.0

40.0

50.0

60.0

70.0

80.0



13.5

9.68.3 7.6 7.3

0.0

5.0

10.0

15.0

20.0


15.0

21.7 22.6 23.2 23.7

0.0

5.0

10.0

15.0

20.0

25.0

30.0



(%) HH with DTH (%) HH with Terrestrial Antenna

Source Data: Establishment Survey, Gfk Romania

TV consumption. How & Where


Group Individual

TV consumption. How & Where


In Home Out of Home

To conclude:

1. The “screen” is evolving: from B&W to color, from cathodic tube to plasma or LCD.

2. The video resolution is converting from SD→HD→3D

3. Watching TV on the classic screen , on laptop or on mobile phones.

4. Take a bow to the new King: Internet.

5. An enriched TV offer customized for every single viewer.


6. The TV consumption tends to shift from a group to an individual level.

7. Technology allows users to take control of their viewing: not only to change the channel but record, shift, demand and watch TV.

8. We are no longer watching a channel, but a programme, no matter the screen we are using.

9. FACT: TV viewing is increasing.

TV measurement in 1990. 2010.

Diaries in 1993… and peoplemeters in 1998


• TV consumption in household.• We are measuring terrestrial, cable and DTH channels.• We have data for HH & individual TV consumption, including guests, minute by minute.• SNMATV offers data for DVD, VCR & games consumption.

What’s next?

Watch on the TV set. Easy to measure it.

3D Revolution

201…. ?

Use DVR to record and shift viewing +measuring it


Use STB to get data with RPDi

Measure TV content broadcast online

Watch on mobile screen. Measure it.201…. ?

Use & measure IPTV

Where will you be in ….?

Page12Audience Measurement in a Digital World. Bucharest, 27th of May, 2010.. here, switching from analogue to digital…

time of change. time to change. - we are measuring terrestrial, cable and dth channels. ......

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