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TV audience measurement in Bulgaria
or
A look on Bulgarian shopper’s “dark” side
Ivan Genchev
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WE ARE ALL SHOPPERS…
We buy things during all our life and have A LOT OF OPTIONS
We can chose from a HUGE VARIETY of shops, goods, services, brands, models etc.
Every day we TAKE DECISIONS what to buy or not to buy and…
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THE RESULTS OF OUR DECISIONS ARE CLEAR AND MEASURABLE
And for sure, you, the people in this room, are regularly working with such measurements provided by our Bulgarian Nielsen Buy team.
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ARE THESE MEASUREMENTS ENOUGH FOR YOUR BUSINESS?
CERTAINLY NOT, BECAUSE YOU NEED TO KNOW MORE…
YOU NEED TO KNOW MORE ABOUT ALL OF USBECAUSE
WE ARE MEDIA CONSUMERS TOO
5
YOU NEED TO KNOW:
• HOW to communicate with your potential customers, • WHICH MEDIA to use and • WHERE to position your advertisements.
As well as:
• WHO, WHERE and WHEN saw your advertisements.
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Unfortunately, our life as media consumers is NOT SO EASILY VISIBLE AND MEASURABLE
Especially when new technologies are rapidly changing the media landscape.
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THE MEDIA LANDSCAPE HAS CHANGED
BRAND MESSAGE AUDIENCE
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WORLDWIDE PERCENTAGE OF THOSE WHO BELIEVE WATCHING VIDEO CONTENT IS AN IMPORTANT PART OF LIFE
around60%
Source: Nielsen Global Digital Landscape Survey, The Battle for Eye Space in a TV-Everywhere World
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AND THE WAY AUDIENCES WATCH VIDEO IS SHIFTING…
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CONSUMERS HAVE MORE CHOICES THAN EVER TO ENGAGE WITH CONTENTSelf-reported paid services used to watch broadcast and/or VOD programming
BLU-RAY PLAYER
6%
COMPUTER
77%
GAME CONSOLE
11%
SMART TV
37%
MOBILE PHONE
45%
TABLET
41%
Online devices used to watch VOD programming(Europe only)
Source: Global Video on Demand Report, March 2016 Base : All those who watch any type of video-on-demand programming in Europe n=8235
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AT HOME, TV REMAINS THE PRIMARY DEVICE OF CHOICE
FOR VIDEO CONSUMPTION.
Source: Nielsen Global Digital Landscape Survey, The Battle for Eye Space in a TV-Everywhere World
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BUT WHICH DEVICE TAKES A CLOSE SECOND?
34% SAY THEY USE A MOBILE PHONEAND 22% MENTION A TABLET.
GLOBALLY, 56% SAY THEY WATCH VIDEO PROGRAMMING ON COMPUTERS AT HOME(ONLY 7 PERCENTAGE POINTS BEHIND TV (63%).
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MARKETERS ARE MOVING BUDGETS TO WHERE THEIR CONSUMERS AREDigital spend is outpacing TV, while mobile catches up.
Source: PwC Global Entertainment and Media Outlook 2016-2020, *Desktop and mobile include search and video
$33 $34 $36 $37 $38 $38 $41
$44 $47
$50
$9 $11
$14 $16 $18
$-
$10
$20
$30
$40
$50
2016 2017 2018 2019 2020
In U
S b
illio
ns
European Ad Spend 2016-2020
Television Desktop* Mobile* Newspaper Magazine Out-of-home Radio
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THE VOLUME OF BULGARIAN MARKET
MEDIATYPE PRICE INCREASE INFLATION
TV 220,200,000 BGN 8% 13%
Digital 75,100,000 BGN 16% 10%
Press 15,100,000 BGN - 17% 2%
Radio 18,600,000 BGN 1% 2%
Outdoor 40,600,000 BGN 5% 4%
Cinema 650,000 BGN no change no change
TOTAL 370,250,000 BGN 8%
2017 – Net advertisement budgets by BACA
Source: BACA
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THE VOLUME OF BULGARIAN MARKET?
MEDIATYPE INCREASE INFLATION
TV 8-9% 12-13%
Digital 16% 12%
Press - 17% 0%
Radio 1-2% 3%
Outdoor 5% 5%
Cinema 1% 0%
2018 – Prognosis of BACA
Source: BACA
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LINES ARE BLURRED BETWEEN TV AND DIGITAL
Metrics need to align to avoid confusion
FRAGMENTATION OF HOW PEOPLE ARE ACCESSING CONTENT
INDUSTRY NEEDS TO BE ABLE TO ALIGN TV AND DIGITAL SIDE BY SIDE TO MAKE BETTER INFORMED DECISIONS
A NEED TO INTRODUCE COMPARABLE METRICS ACROSS TRADITIONAL AND DIGITAL MEDIA TO REDUCE CONFUSION
BLURRING THE LINES AROUND WHAT IS DIGITAL VS TV
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NIELSEN MAKES SENSE OF THE CONSUMER’S WORLD
TV
SOCIAL MEDIA
RADIOPRINT
MOBILE
IN-STORE
COMPUTER
PLAY
WATCH
COMMUNICATE
READ
BUY
LISTEN
Data assets, science & technology
TV audience measurementin Bulgaria
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TV MEASUREMENT OVERVIEW
Panel of 1,300 households
1,100 reporting daily
rotation 25% per year
AuditedSummer 2014
Audiomatching
All TV platforms
Satellite, cable,
IPTV, terrestrial
Live and timeshifted
TV audience
Results representativeness
11 panel controls
Continual Survey
6,600 households/year
Data up to
the level of
seconds
Regular
Quality Check
by Nielsen
All TV’s
in households
Data available
next morning until
9:00 a.m.
Real Time DataMeasurement
of guests
Panel structure March 2018
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PANEL CONTROLS
No. of active TV sets (2)
Cable/IPTV signal reception (2)
Satellite signal reception (2)
Declared TV audience (4)
11 variables (46 categories)
Sex (2 categories)
Age (9)
Education (3)
Economic activity (3)
Settlement size (6)
Region (8)
Household size (5)
Panel structure very close to population targets
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PANEL WEIGHTS11 variables (56 categories)
No. of active TV sets (2)
Cable/IPTV signal reception (2)
Satellite signal reception (2)
Sex (2 categories)
Sex x age (14)
Age (9)
Education (3)
Economic activity (3)
Settlement size (6)
Region (8)
Household size (5)
Panel efficiency at 93 %, weights in [0.6, 1.8] interval (narrowest in Europe)
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PANEL STRUCTURE
Sex Age
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PANEL STRUCTURE
Education Economical activity
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PANEL STRUCTURE
Settlement size Household sizeRegion
BurgasStara
Zagora
VarnaPlevenRuse
PlovdivSofia region
Sofia capital
TurkeyGreece
Romania
Serbia
Black see
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PANEL STRUCTURE
Number of TV sets Declared TV viewing
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PANEL STRUCTURE
TV signal reception – Cable or IPTV TV signal reception – Satellite
Data and functionalities
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ATS DEVELOPMENT
Source: Nielsen Admosphere Bulgaria, National Bulgarian TAM, May 2015 – April 2018
Target group 4+ Target group 18-49
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REAL-TIME TV AUDIENCE DATA
• Highly above-standard module of TAM
• Data reported with just 7–9 minutes delay
• Data for all TV channels
• Results for main target groups: 4+ & 18-49
• Metrics available: Rating, Rating 000, Share
• Results in tables and charts in a web-based app
Capability to report TV audience figures in real-time
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TIMESHIFTED TV AUDIENCE
What is it?Viewing a program on a TV set later after its live broadcastVarious types of devices/services enable this: IPTV, HDD, Smart TV etc.Volume of timeshifted viewing increasing
How do we measure it?Audiomatching technology (the same as for live TV viewing)Measuring all TV sets in all households in the panel1 + 7 days horizon = day of live broadcast + 7 whole next days
How do we report it?Time-shifted viewing is reported in user software Adwind KiteMatched to the program/period of live broadcastUser can work with live, time-shifted or total TV audience
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TIMESHIFTED TV AUDIENCE
77
,5%
9,7
%
6,6
%
4,8
%
3,5
%
2,3
%
1,1
%
0,0
%
75
,3%
10
,3%
6,9
%
5,0
%
3,5
%
2,2
%
1,0
%
0,0
%
TS0 TV TS1 TV TS2 TV TS3 TV TS4 TV TS5 TV TS6 TV TS7 TV
4+
18-49
VOSDAL (Viewed On Same Day As Live) makes around 75%
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WHAT IS MOST VIEWED TIMESHIFTED IN BG? Commercials are often “skipped” within Timeshifted viewing
Source: Nielsen Admosphere Bulgaria, National Bulgarian TAM, 1.1. – 15.11. 2017, chosen program types
4+ 18-49
Regular program 2.0% 3.3%
Commercial 1.3% 2.0%
Promo 1.1% 1.7%
Total regular programs 1.9% 3.1%
Reality show 3.6% 6.5%
Cartoon 3.3% 4.2%
Multipart drama program, series 2.8% 4.7%
Children series 2.4% 1.5%
Performed or animated film 2.2% 2.9%
Culinary program 2.2% 2.8%
Music program 1.9% 1.9%
Adult education program 1.8% 2.5%
Documentary program 1.4% 2.4%
News coverage 1.3% 2.7%
Competition 1.1% 2.0%
Entertainment program 1.1% 2.1%
Journalistic program 1.0% 2.3%
Sports program 0.8% 1.6%
Timeshift TV as % out of live TVProgram type
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MEASUREMENT OF GUESTS TV VIEWING
What is guests TV viewing? When a person visits (as a “guest”) another private household in the countryand watches TV there. Thus it is a part of out-of-home TV viewing.
Why do we measure it? We can report a more complete picture of TV viewing happening in Bulgaria. Guests TV viewing is measured and reported in vast majority of developed European countries.
How do we measure it?People visiting our panel homes and watching TV there, login using a remote control of the TV-meter.
What information do we collect about guests?To each guests, using a remote control, we collect her/his gender and exact age.
What TG can be analyzed including guests? Any target group, including the custom defined ones. For TG like “Men 18-49“ (defined by just gender & age), we report directly what we measure. The rest is based on mathematical model.
Can users analyze in-home only TV audience? Yes. In Adwind Kite users can switch on or off guests TV viewing inclusion into their calculations.
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ABCDE CLASSIFICATION
Internet Desktop PC Laptop TabletSmartphone
93 % 55 % 65 % 44 %87 %Groups A+B
18 % 10 % 10 % 6 %15 %
Segments households according to their social,economic and educational characteristics.
ABCDE is used to define target groups for TV audienceanalyses and planning & evaluation of ad campaigns.
The classification was developed in 2016 specifically for the Bulgarian market, basedon a proven concept used as a market standard in Czech Republic.
Various input data is aggregated to form a numerical socioeconomic score.Score intervals define 8 equally sized categories:
A (highest), B, C1, C2, C3, D1, D2 & E (lowest).
Groups D+E
Source: Nielsen Admosphere Bulgaria, Continual Survey Period: 2017; all households, N = 6 600
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MEDIA CONSUMPTION SEGMENTATION
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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HEAVY AND MIDDLE MEDIA USERS BY AGE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Age 15-24
Age 25-34
Age 35-44
Age 45-54
Age 55-64
Age 65+ Newspapers
Magazines
Radio
Internet
Television
SimCross
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SIMCROSS
• Nielsen Admosphere proprietary product for calculation of TV & onlineadvertisement campaign reach
• reports the total (combined), duplicated and incremental reach for cross media(TV and online) campaigns, for any target group specified by the user
• can be used both for post-buy analyses and for media planning
• combines the top quality currency TV data by Nielsen Admosphere Bulgaria withany measurement of online campaigns, given that it provides online reach and itssociodemographic profile
• currently on Bulgarian market used with gemiusProfileEffect data
SimCross
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DATA SOURCES
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Results of any online campaign measurement• Reach + its sociodemographic profile• Impressions per websites
Nielsen Admosphere TAM panel• TV measurement• Respondents’ sociodemography• Internet usage frequency / home connection
Continual Survey• Time spent on Internet• Concrete TV channels and websites
Template for required inputs
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MONITORING SERVICES - OVERVIEWProgram monitoring data
• covering programs description• published every working day up to noon• part of TAM service
Spots• basic information on advertising• new categorization since 2016• published twice a week• part of TAM service
Ad Intel• additional information on advertising• preliminary data
• delivered every day morning (no manual checks and adjustements)
• on-going update• on-top service
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DIGITAL ADVERTISING – NEW PRODUCT NIELSEN DAR
Sigificant increase in digital advertising
• Main aim – reach the right people at the right time
• Not always successful
• Importance of reliable measurement
Nielsen Digital Ad Ratings
• a tool for this issue
• independent measurement of digital campaigns
• accross all devices and platforms – PC and mobile devices (tablets and smartphones), browsers and apps
• global solution – already in 30+ countries
Watch-Buy synergy
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BEVERAGES CATEGORY: SALES VOLUME 2017
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sale
s V
olu
me
in 0
00
Source: Nielsen Buy
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BEVERAGES CATEGORY: SALES VOLUME VS GRP
Source: Nielsen Buy + Nielsen Admosphere Bulgaria
Brand 1
Brand 2
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BEVERAGES CATEGORY: SALES VOLUME VS GRP
Source: Nielsen Buy + Nielsen Admosphere Bulgaria
Brand 3
Brand 4
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BEVERAGES CATEGORY: SALES VOLUME VS GRP
Source: Nielsen Buy + Nielsen Admosphere Bulgaria
Brand 5
Brand 6
Thank you foryour attention!
Ivan Genchev, Managing Director Nielsen Admosphere Bulgaria
