News, news, news - Nielsen Admosphere Bulgaria · Source: Nielsen Q1 2018 Nielsen Total Audience...

News, news, news…

Future from our point of view

TEREZA ŠIMEČKOVÁ

ChairwomanNielsen Admosphere

3

THE 2017 WORLDWIDE DAILY TV VIEWING TIME

Source: Nielsen, Eurodata TV Worldwide, One Television Year in the World 2018 issue

4

AVG DAILY VIEWING TIME EVOLUTION ON TOTAL INDIVIDUALS

Source: Nielsen, Eurodata TV Worldwide, One Television Year in the World 2018 issue

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VIEWING HABITS AROUND THE WORLD (AND BULGARIA)

Source: Nielsen, Eurodata TV Worldwide, One Television Year in the World 2018 issue

1h54Young adults average

viewing time in Bulgaria

Average viewing timein Bulgaria

4h12

+2%Average additional audience generated by time-shifted in

Bulgaria

Source: Nielsen Admosphere Bulgaria

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YEAR GROWTH TREND OF CONSUMER DEVICES (U. S.)

Source: Nielsen

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WEEKLY REACH % OF USERS 18+ AMONG U.S. POPULATION

Source: Nielsen Q1 2018 Nielsen Total Audience Report

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THIS YEAR IN THE UNITED STATES…

Source: Nielsen Q1 2018 Nielsen Total Audience Report

9

A FEW TRENDS IN AUDIENCE MEASUREMENT

Source: Nielsen, Eurodata TV Worldwide, One Television Year in the World 2018 issue

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TOTAL AUDIENCE

TV REACHDIGITALREACH(3 screens)

DUPLICATED REACH

INCREMENTAL REACH

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TOTAL AUDIENCE

TV REACH DIGITALREACH

TOTAL REACH(TV AND DIGITAL)

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AUDIENCE MEASUREMENT IN THE WORLD

Source: Nielsen, Eurodata TV Worldwide, One Television Year in the World 2018 issue

Our strategyAudience measurement

14

WE BRING MEASUREMENT TOGETHER

Nielsen measurement framework to better understand nowadays‘ audience

15

TODAY & TOMORROW IN BULGARIA

Nielsen Admosphere Bulgaria

IVAN GENCHEV

Managing DirectorNielsen Admosphere Bulgaria

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WHAT’S NEXT

• New TAM products

• New Psychographic Segmentation

• New Research Products

• New Monitoring Services

• New functionalities in Adwind Kite

• Our price policy 2019

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OUR TEAM IS STILL GROWING…

Елка ПетроваHead of Ad IntelDepartment

Таня ГеоргиеваHead of Client Service and Business Development Department

Ивелина АргироваAd Intel Production Manager

Александър ЖековAd Intel Production Supervisor

Иван ИвановAd Intel Production Supervisor

On-top data in TAM

MAGIDA SUKKARI

Business Development DirectorNielsen Admosphere

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BETTER TARGETING

• More and more often consumers do not act as their demographic characteristics „suspect“

• No longer enough to know „who“ your buyer is, need for understanding also „why“ your customers buy and what is relevant, interesting and important to them

• Psychographics

• Lifestyle

• Belief and Values

• Life Stages

• Geography

• Behavior

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21

LIFE-CYCLE TYPOLOGY

15 18 35 50 550

1. Kids2. Non-working students

3. „Mama-hotels“

4. Single/DINK (dual income, no kids)

5. Parents of little kids

6. Parents of school children

7. Parents adult students

8. „Empty nesters“

9. Pensioner in big family

10. Couple of pensioners

11. Single pensioner

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LIFE-CYCLE TYPOLOGY

1. Kids 2. Non-working students

Careless childhood. Time to play, learn and enjoy unconditional parental love.TV program choice on TV or tablet is often under supervision of parents.

Searching yourself.A stormy period of learning how to understand your own identity. Time filled with studying, friends and entertainment.Most loyal friend is smartphone, it is always there for them.

„Mum said, that she will allow us watch TV before dinner.“

„There is time for the essay tomorrow, now I will watch this new series on net.“

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LIFE-CYCLE TYPOLOGY

3. „Mama-hotels“ 4. Single/DINK (dual income, no kids)

Refusing to accept responsibility. Working, but not accepting grown-up role, enjoying being taken care of, comfort, convenience and easy life is their attitude. Free time spend with friends.

Grown-up life.Living on their own. Taking care of themselves, starting carrier, finding life partner, building own home.Looking for a place in a world.Time divided between responsibilities and personal life.

„Why should I move out of my parents‘ house, I have all I need there.“

„I am so happy… finally no one is telling me what to do… but how will I cope with

all those things….“

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LIFE-CYCLE TYPOLOGY

Effort to survive children´s pubertyLooking for ways how to sail through the period of kids' growing up and direct them to the right life track. TV is again fully available for the parents, kids spending time on mobile or tablet.

6. Parents of school kids5. Parents of little kids 7. Parents of adult students

Children upbringingGetting used to the feeling of responsibility for another – little one –member of the family. Time of exhaustions, new worries, but also of love and happiness.Time with TV is often rare moment of idleness.

Children are flying the nestCoping with children's gaining independence and searching for new sensible life content instead of being parent. Watching TV with partner is one of most frequent moments they spend together.

„Finally he fell asleep, now I can do the ironing in front of TV.“

„He made me mad today again, I have to turn the TV on and watch something, that should

calm me down.“„We will open a bottle of wine, watch TV

and enjoy the evening.“

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LIFE-CYCLE TYPOLOGY

8. „Empty nesters“ 9. Pensioner in big family

Starting again all over. Still active, but with empty house there istoo much free time left so the question is what to do with it. Need to rebuild relationship with partner and concurrently devote time to yourself.

Being part of the family.Life within circle of the family, being valuable member, finding purpose of life in participating in grandchildren upbringing.Time spend a lot with grandchildren or with TV.

„Now that the kids finally flew the nest I will have time for myself… but what

will I actually do?“

„Being grandparent is even better then being parent. I can spoil grandchildren

as much I please.“

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LIFE-CYCLE TYPOLOGY

10. Couple of pensioners 11. Single pensioner

Autumn of life. Spending time again as at the beginning mostly with the partner is not always as simple as it could be, everything was said and done, routine and habits can be boring, but at the same time also comforting.

Lonely life.With no people around finding purpose to get up each morning and go on is the biggest challenge.TV is the most reliable friend and connection with world.

„Even though we are not twenty any more we like to be together.“

„Without partner, without kids, without grandchildren, the days are quite sad.“

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MEDIA CONSUMPTION SEGMENTATION – BASIS

• Definition of different media types users

• Based on media types time spent

• non-consumers / extra light users

• light users

• middle users

• heavy users

• Radio, newspapers, magazines, internet – declaratory

• TV – according to time spent

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MEDIA CONSUMPTION SEGMENTATION – METHODOLOGY

Survey LSS BG

• Aim to reach all panel members from 16 y.o.

The groups assigned only to people who participated in BG LSS survey

• cover 16+ and those who took part in the survey

Definition of groups

• For TV groups quartiles with respect to measured TV audience

• For other media types not possible to calculate exact quartiles (time spent is declaratory)

• so there were boarders for each media type set

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TV userno - week - medium - heavy

Internet userno - week - medium - heavy

Radio userno - week - medium - heavy

Newspaper userno - week - medium - heavy

Magazines userno - week - medium - heavy

MEDIA CONSUMPTION SEGMENTATION

• Possibility to create owncombinations – i.e. weak TV user and heavy reader.

• Possible to use for strategicplanning – understand howTG is consuming media types.

Row percent

Psychography

TANYA GEORGIEVA

Head of Client Service and Business Development DepartmentNielsen Admosphere Bulgaria

Guest:ROSSEN KOUTELOV

CEO, Progress Consult

Какъв подход ползваме при дефиниция на таргет група?

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…статистическо изследване на човешката популация, отнасящa сеосновно към размера, гъстотата, разпределението и жизнените йхарактеристики. Тя описва определено население за някакъв период отвреме (възраст, раса, пол, етнос, религия, доход, образование,недвижима собственост, семейно положение и т.н.).

ДЕМОГРАФИЯ Е...

demos = хора, graphy = картина.

Encyclopedia Britannica

33

ПСИХОГРАФСКО СЕГМЕНТИРАНЕ

Един различен поглед!

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… Изследване и класификация на хората според тяхното поведение,

стремежи и други психологически критерии.

ПСИХОГРАФИЯ Е...

ψυχή = душа, graphy = картина.

Oxford Dictionaries

Как психографията ни помага да таргетираме още по-точно?

36

ТАНЯ ИВЕЛИНА

41 годиниЖивее в СофияСемейна с 1 детеВисше образованиеЗаета, на пълен работен ден

36 годиниЖивее в СливенСемейна с 2 децаВисше образованиеЗаета, на пълен работен ден

37

ТАНЯ ИВЕЛИНА

• Рядко/почти никога не следва чуждото/общото мнение; уповава се най-вече на собствената си преценка

• Склонна е да рискува, като рискът не е самоцел, но и няма да спре поради предпазливост

• Не е “оперирана’’ срещу забавното и вълненията в живота, но определено не са решаващи за нея

• Не се интересува дали другите я одобряват или не, респективно не намира себе си в принадлежността си към някаква група/общност

• Въпреки, че проявява известна автономност в действията си, тя е склонна да отчита и възприема чуждото мнение

• Би искала нещата около нея да и внушават сигурност –като елемент от цялостните и отношения с другите

• Залага на емоциите, насладата, комфорта в нещата. Важно е за нея да се чувства удобно и уютно.

• Категорично се стреми да е в тесни отношения с другите хора; трудно вижда себе си извън някаква група/общност

(Единаци) (Членове)

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SeekersТърсачи

MembersЧленове

SolitaryЕдинаци

BearingsЛагери

39

ТЪРСАЧИ/SEEKERS

40

ЧЛЕНОВЕ/MEMBERS

41

ЕДИНАЦИ/SOLITARY

42

ЛАГЕРИ/BEARINGS

Виждаме ли потвърждение в данните?

44

ПСИХОГРАФСКИТЕ ПРОФИЛИ И ТЕХНИТЕ ПРЕДПОЧИТАНИЯ

10

15

20

25

30

Търсачи Членове Единаци Лагери

Аудиторен дял в %

Masterchef по bTV Hell's Kitchen по NOVA

Източник: Nielsen Admosphere Bulgaria JSC, Период: 26 февруари – 29 май 2018

45

ПСИХОГРАФСКИТЕ ПРОФИЛИ И ТЕХНИТЕ ПРЕДПОЧИТАНИЯ

0

5

10

15

20

25

30

Търсачи Членове Единаци Лагери

Аудиторен дял в %игрален филм в неделя от 20:00 часа

(9 септември 2018)

Влюбеният Шекспир (любовна комедия) по bTV

Мисията невъзможна: Режим Фантом (шпионски екшън) по NOVA

0

5

10

15

20

25

30

Търсачи Членове Единаци Лагери

Аудиторен дял в %игрален филм в неделя от 20:00 часа

(19 август 2018)

Индиана Джоунс и последния кръстоносен поход по bTV

Карате кид (екшън) по NOVA

Източник: Nielsen Admosphere Bulgaria JSC

46

ПСИХОГРАФСКИТЕ ПРОФИЛИ И ТЕХНИТЕ ПРЕДПОЧИТАНИЯ

0

5

10

15

20

Търсачи Членове Единаци Лагери

Аудиторен дял в %период: 1-30 септември 2018

BNT 1

Стани богат (19:00 часа) Централни новини

Източник: Nielsen Admosphere Bulgaria JSC

47

ПСИХОГРАФСКИТЕ ПРОФИЛИ И ТЕХНИТЕ ПРЕДПОЧИТАНИЯ

5

10

15

20

25

30

35

40

Търсачи Членове Единаци Лагери

Аудиторен дял в %период: 14 юни-15 юли 2018

BNT 1

СП по футбол Русия 2018: среден резултат на футболните срещи

5

10

15

20

25

30

35

40

Търсачи Членове Единаци Лагери

Аудиторен дял в %период: 1-23 септември 2018

BNT 1

СП по волейбол 2018 (срещи)

Източник: Nielsen Admosphere Bulgaria JSC

48

ПСИХОГРАФСКИТЕ ПРОФИЛИ И ТЕХНИТЕ ПРЕДПОЧИТАНИЯ

0

2

4

6

8

10

Търсачи Членове Единаци Лагери

Аудиторен дял в %Период: 26 август 2018

Diema Sport 1

Формула 1: Гран При на Белгия - състезание

0

1

2

3

Търсачи Членове Единаци Лагери

Аудиторен дял в %период: 4 февруари 2018

Diema Sport 1

Тенис: DIEMA XTRA Sofia Open, първи кръг квалификации (втори мач)

Източник: Nielsen Admosphere Bulgaria JSC

Research products

MAGIDA SUKKARI

Business Development DirectorNielsen Admosphere

50

DIGITAL CONSUMERS

Global research project• started in 2014• focus on the digital consumer and their cross platform behaviors • locally relevant insights • part of Nielsen´s Total Audience strategy

Detailed information about• Media types usage• Internet usage accross different platforms• Video content consumption• Multitasking• Reaction toward online/TV ads

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WATCHING TV AND USING INTERNET AT ONCE

Source: Digital Consumer Survey 2017

IRELAND

62%

ITALY

58%

POLAND

46%

DAILY OR NEARLY DAILY…

52

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SECOND SCREEN WHILE WATCHING TV

Note: device regularly used to access the internet when watching TV and using the internet at the same timeSource: Digital Consumer Survey 2017

ITALY

POLAND

IRELAND

53

REPORTS FROM ES

Detailed results from Establishment Survey

Available to all clients since 2019

Covers wide range of questions

• Number and type of active TV sets and its location

• Out of home audience, guests

• Type of TV signal reception (incl. IPTV)

• TV subscription type

• TV channels reception

• Equipment/ownership

• Internet

• Demography

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FREQUENCY OF HAVING VISITORS WHO WATCH TV AT PANEL HOUSEHOLDS

At least once a week18%

Several times a month

12%

Once in 2-3 months

11%

More seldom24%

Visitors do not watch TV

28%

We do not have visitors

6%

55

WHERE IS THE ACTIVE TV SET LOCATED? (HOUSEHOLDS WITH AT LEAST ONE ACTIVE TV SET)

79%

37%

16%

33%

7%

3%

80%

36%

15%

29%

7% 8%

84%

32%

12%

27%

7%

2%

Living room Bedroom of adults Bedroom of kids Kitchen Dining room Elsewhere

Year2015

Year2016

Year2017

Monitoring services

ELKA PETROVA

Head of Ad Intel DepartmentNielsen Admosphere Bulgaria

57

PROGRAM MONITORING

Daily Program Data

– morning by

10 a.m.(usually much

earlier)

Nearly

50TV channels

monitored

Precise data,

possibility to

combine with the

audience

measurement and

commercial

monitoring data

58

COMMERCIAL MONITORING – MEDIA TYPES

Methodology common for all media types

Main advantage – opportunity to analyze particular campaign

across all media types

Manual for the clients available by the end of the year

59

COMMERCIAL MONITORING – MEDIA TYPES

• Currently 40 TV channels monitored

• Daily Commercial Data – every day in the afternoon, available in Ad Intel

• Preliminary Monthly Data – first week of the following month

• Final Monthly Data – one week after publishing monthly preliminary data

• Since 1Q 2018

• Over 60 print titles monitored

• Published twice per month – around 25th for the period 1–14 dates, around 12th for the whole previous month

TV

Print

60

COMMERCIAL MONITORING – MEDIA TYPES

• Grabbing and coding tests

• Weekly and monthly publications

• Sofia region, 26 radio stations

• Since October 2018 test data for all clients

• Since 1Q 2019 full version

• Discussion with OOH owners

• Declaration

Radio

OOH

61

COMMERCIAL MONITORING – AD INTEL/SPOTS

Spots

• Basic descriptive attributes, only TV commercial data

• Data Publishing

o Weekly data – twice per week

o Preliminary/Final Monthly Commercial Data

Ad Intel

• All media types data available – TV, Print, Radio, etc.

• Additional data publishing

o Daily TV data

o Data corrections visible on a daily basis

• Primary and secondary multiplets

o Possibility to analyze ads in more detail

o Up to 5 products coded even not of the same size (i.e. also smaller mentioned just briefly)

o Media partners, sponsors of sport and culture events

62

COMMERCIAL MONITORING – AD INTEL

Motive • Similar to slogan, valid only for the campaign • Comparing to slogan, that is usually used for longer time (years)• In case of monitoring through more media types motive connects campaigns in all of them• Connecting more creative types within one media type

Specifications• Business/Personal • Producer/Store/Chain/Internet retailer • Private/State&Public• Men/Women/Children

Company role in advertisement• Advertiser/Brand owner/Co-Advertiser/Media partner/Sponsor

Creative • Possibility to look at the creative preview• Or even to view/play bought creative in full quality

63

COMMERCIAL MONITORING – DATA PUBLICATIONS

Media type Type of data Type of Publication Period of the data Date/Day of Publication Hour of publication

Module in Adwind Kite

Programs Ad Intel Spots

TV

Programme Data Daily previous TV day* every week day up to 10:00 P - -

Advert Data

Daily previous TV day* every week day up to 17:00 - P -

Weekly previous week (Mon-Sun) on Wednesday up to 17:00 - P P

Half-weekly first days of current week (Mon-Wed) on Friday up to 17:00 - P P

Monthly - prelimenary previous month around 5th - - P P

Monthly - final previous month around 12th - - P P

Print Advert DataHalf-monthly period 1-14 of current month around 25th - - P -

Monthly - final previous month around 12th - - P -

Radio Advert Data

Weekly previous week (Mon-Sun) on Wednesday up to 17:00 - P -

Monthly - prelimenary previous month around 5th - - P -

Monthly - final previous month around 12th - - P -

*Friday, Saturday and Sunday Data published on Monday

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NEXT CHALLENGE

• Considering the possibility for monitoring of promos in TV

• Working on finding the technical solution

• Planning several features:

• Consistent with titles in Program data

• Descriptions available

• Creatives available

• Interest from the market – possible start soon

Adwind Kite

JAKUB VIDNER

DirectorAdwind Software

66

ADWIND KITE

Already one of the most complex software in the industry

• TAM, Ad Intel, Digital census data, Continuous survey data

• SimCross, Videoanalysis, Reach curves, Optimization

What we plan

• Radio monitoring data (from November)

• Unique detailed planning (booking) module

• Radio listening data

Pricing policy

IVAN GENCHEV

Managing DirectorNielsen Admosphere Bulgaria

68

PRICING 2019

И още нещо, преди да пристъпим към въпросите:

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71

EUROPE CENTRAL AND EAST‘S MARKETS AT GLANCE

Source: Nielsen Report – Quarter by Numbers, Global Highlights Q1, Q2 2018

Time for Q&As…

Thank you foryour attention!