bTV Group - Nielsen Admosphere Bulgaria

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
Average Daily Rating %, bTV Group, 12.12.2012-1.2.2013
10
bTV Group Satellite
9
8
7
6
5
4
3
2
1
0
bTV Group 4+
Case 2: Football World Cup
World cup finale, Brazil 2014 - Germany vs. Argentina
(BNT 1, 13.7.2014, rating %, 4+)
25%
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.
22:50
22:40
Nova
22:30
22:20
22:10
bTV
22:00
21:50
21:40
21:30
21:20
21:10
21:00
20:50
20:40
20:30
20:20
20:10
20:00
19:50
19:40
19:30
19:20
19:10
19:00
Case 3: Bulsatcom dropout
Rating %, Satellite 4+, 2.10.2014
14
BNT 1
12
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.
Case 4: bTV Group „blackout“
Rating %, 4+, 19.10.2014
4,0
bTV
3,5
bTV Group
3,0
2,5
2,0
1,5
1,0
0,5
15:25
15:20
15:15
15:10
15:05
15:00
14:55
14:50
14:45
14:40
14:35
14:30
14:25
14:20
14:15
14:10
14:05
14:00
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
Total 1,561,568 TRPs (18-49)
BG TV market 1-10/2014
191,302 TRPs
BG TV market 10/2014
115,954 TRPs (60% of 10/2014)
TOP 20 BG product segments
10/2014
bTV Group
81,700 TRPs (43% of 10/2014)
Nova Group
TOP 20 BG advertisers 10/2014
Others
38,948 TRPs (20% of 10/2014)
TOP 20 BG brands 10/2014
30,723 TRPs (16% of 10/2014)
TOP 20 BG campaigns 10/2014
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 ?
Effective reach – all TVs
90,0
80,0
60,0
50,0
40,0
1+
30,0
3+
20,0
5+
10,0
0,0
0
50
100
150
200
250
300
350
400
450
500
550
600
650
700
750
800
850
900
950
1000
Reach (%)
70,0
TRPs 18-49
Example
• A „natural channel mix“ gives for 500 TRPs
–
–
–
–
Reach 1+
Reach 3+
Reach 5+
Avg. Frequency
72%
55%
41%
7
• Is it posssible to get the same performance of a
campaign on a single major TV group ?
Effective reach 3+
80,0
70,0
54% @ 500 TRPs
50,0
54% @ 700 TRPs
40,0
30,0
all TVs
20,0
major TV group
10,0
0,0
0
50
100
150
200
250
300
350
400
450
500
550
600
650
700
750
800
850
900
950
1000
Reach (%)
60,0
TRPs 18-49
Effective reach 5+
70,0
60,0
40,0
41% @ 500 TRPs
41% @ 650 TRPs
30,0
20,0
all TVs
10,0
major TV group
0,0
0
50
100
150
200
250
300
350
400
450
500
550
600
650
700
750
800
850
900
950
1000
Reach (%)
50,0
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 !