1. TV Audience Measurement
in Russia
2011 CAPITAL MARKETS DAY
Ruslan Tagiev, 24 March 2011
CEO TNS Russia London

2. 2
Agenda
TV Audience Measurement in Russia
1. Basic Principles and Standards
2. Current Status and Development Strategy
3. Key Russian TV Market Indicators

3. 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
15 000 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

4. TV Audience Measurement
TV Audience Measurement
Basic principles

5. 5
TV Audience Measurement Basic Principles
Agreement with all advertising
g g
market participants

6. 6
Advertising Budget Allocation
Advertiser Advertising TV Channels Audience/
Agency Consumers
£€$

7. 7
TV Audience Measurement Basic Principles
International standards on research
methodology and technology

8. 8
TV Audience Measurement Scheme
Defining Universe Forming Panel Collecting Data
PeopleMeter Data Processing
Full Air Monitoring Clients
Database

9. 9
TV Audience Measurement Standards:
TV Audience Measurement Standards:
TV Panel
Recruitment Design & Management Data Processing
• Establishment Survey Structure • Panel support • Daily data quality
• Response rates
Response rates • Representativeness • Panel motivation
Panel motivation control
• Panel security

10. 10
TV Audience Measurement Standards:
TV Audience Measurement Standards:
Equipment
PeopleMeters TNS 5000
• Audio Matching System
g y
• Technology works in 24 countries
• 84 000 peoplemeters in 48 000 households
• Largest Markets:
▫ China
▫ Russia (since 2011)
▫ Spain
▫ UK

11. 11
TV Audience Measurement Standards:
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:
▫ Advertiser
d i
▫ Product category
▫ S t
Spot position in break
iti i b k
▫ Spot description, etc.

12. 12
TV Audience Measurement Basic Principles
Total quality control
q y
by Data User Committee

13. 13
TV Audience Measurement
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
▫ Participants:
i i
Advertisers
TV Channels
TV Ch l
Sales‐Houses & Ad Agencies

14. TV Audience Measurement
TV Audience Measurement
History. Current status. Development Strategy

15. 15
TV Audience Measurement History in Russia
1992 – 2000 Diary panel
Since 1996 Peoplemeter panel
Moscow,
,
1996 300 households
Russia (cities 100 000+), Russia (cities 100 000+),
1999 1200 households
1200 households 2011 3573 households
3573 households
Development
2013 plan
1990 1995 2000 2005 2010

16. 16
TV Audience Measurement in Russia:
TV Audience Measurement in Russia:
Current Status
Universe
• 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 broadcast
y

17. 17
Russian TV Market Today
Multichannel
Digital
Time‐Shifted Viewing
Alternative Platforms
Russian Broadcasting Specifics

18. 18
Anytime. Anywhere. Any Device
+
+
+

19. 19
TV Audience Measurement
TV Audience Measurement
Development Philosophy
PEOPLEMETER + Audio Matching System
TRADITIONAL HOME TV VIEWING
PORTABLE RETURN‐PATH‐DATA:
PEOPLEMETER (PPM) HOME TV VIEWING,
OUT‐OF‐HOME TV VIEWING,
, MULTICHANNEL
ALTERNATIVE PLATFORMS HOMES
VIEWING via INTERNET

20. 20
TV Audience Measurement in Russia:
TV Audience Measurement in Russia:
2011‐2013 Development
1 Technological Innovations
2 National Panel Development
3 Sample Size Increase
4 New TV Viewing Ways Measurement
i i
5 Software Development
Software Development
6 Monitoring Development
Monitoring Development

21. Russian TV Market
Russian TV Market
Key figures

22. 22
Daily Reach
Daily Reach
Russia cities 100 000+, aged 12+, January 2011
Radio: October‐December 2010

23. 23
Daily TV Viewing Time (min)
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.

24. 24
THANK YOU
FOR YOUR ATTENTION!