The beginning of the quarantine in Ukraine and its consequences have influenced not only on the general consumer behavior but also on their media consumption. Havas Helia explores the state of the media market and presents a short overview for the first month of quarantine.

1. UA Media
consumption in
Quarantine

2. Havas Helia 2020 04
The beginning of the quarantine in Ukraine and its consequences
have influenced not only on the general consumer behavior but
also on their media consumption. Havas Helia explores the state
of the media market and presents a short overview for the first
month of quarantine.
These are not comprehensive and the last studies. We have
collected data from various sources and continue to monitor the
situation collecting opinions and data.
If you are ready to join our report as an expert or add your own
data for analysis – please feel free to contact us
Yuliya Buchak, Managing Director Havas Helia.

3. 800
900
1000
1100
1200
1300
1400
1500
1600
1700
1800
01.01
03.01
05.01
07.01
09.01
11.01
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23.03
25.03
27.03
29.03
31.03
02.04
04.04
06.04
08.04
10.04
12.04
ThousandsPeople
TV rating
TV viewing is increasing during the quarantine period
Source: Nielsen Ukraine, 2020, TA: 18-54.50K+
quarantine
period
2019
2020
In average TV rating is growing by +14%, average time viewing by +21%
2%
0% 0%
-2%
3%
5% 4%
1% 1%
-4%
8%
18%
23% 22% 20%
-10%
-5%
0%
5%
10%
15%
20%
25%
00:00:00
01:12:00
02:24:00
03:36:00
04:48:00
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
2020vs2019
ATV
Weeks
Average time viewing
2019 2020 2020 vs 2019

4. 0
5
10
15
20
25
30
35
40
Tvr%
Audience TV rating. Weekday
2019 2020
Audience TV activity is growing up in working hours and in
weekend daytime: People stay at home
Source: Nielsen Ukraine, 2020 (12-15 weeks) vs 2019 (12-15 weeks). TA: 18-54.50K+
working hours
+4.5%
0
5
10
15
20
25
30
35
40
Tvr%
Audience TV rating. Weekend
2019 2020

5. Contribution to TV viewing of geography 200K+ is growing
Source: Nielsen Ukraine, 2020 (12-15 weeks) vs 2019 (12-15 weeks)
6%
6%
5%
5%
8%
8%
14%
15%
16%
16%
18%
18%
20%
20%
13%
12%
2019
2020
Age distribution, Adh%
4-11 11-20 21-30 31-40 41-50 51-60 61-70 71-100
36%
35%
22%
21%
6%
6%
3%
3%
13%
14%
5%
5%
15%
16%
2019
2020
Geography distribution, Adh%
Rural 50 K- 50 - 100 K 100 - 200 K
200 - 500 K 500 - 1 M 1 M+
+5.1
+3.1
+2.1
+4.6
+2.8
+4.4
+2.5 +3.4
+3
+3.5
+3.5
+3.2
+0.7
+0.8
+4.8
+1.2
+3.1
+2.1
+7
+5.2+3.7
+4.3
+0.7
Киев
+7.8
Tvr% 2020 - Tvr% 2019

6. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1-Jan
3-Jan
5-Jan
7-Jan
9-Jan
11-Jan
13-Jan
15-Jan
17-Jan
19-Jan
21-Jan
23-Jan
25-Jan
27-Jan
29-Jan
31-Jan
2-Feb
4-Feb
6-Feb
8-Feb
10-Feb
12-Feb
14-Feb
16-Feb
18-Feb
20-Feb
22-Feb
24-Feb
26-Feb
28-Feb
1-Mar
3-Mar
5-Mar
7-Mar
9-Mar
11-Mar
13-Mar
15-Mar
17-Mar
19-Mar
21-Mar
23-Mar
25-Mar
27-Mar
29-Mar
31-Mar
2-Apr
4-Apr
6-Apr
8-Apr
10-Apr
12-Apr
Daily Sold out
1+1 group Alliance Total TV
Sold out is unstable: fluctuations without a definite trend
Source: Nielsen Ukraine, 2020, 1-15 weeks
Wo mass media and social advertising
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
Weekly Sold out
quarantine
period
quarantine
period

7. TV activity doesn’t have significant changes
Source: Nielsen Ukraine, 2020 vs 2019. TA: 18-54. 50K+. 1-15 weeks
wo mass media and social advertising
0
10000
20000
30000
40000
50000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
TRP
Weeks
Direct activity
2019
2020
0
5000
10000
15000
20000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
TRP
Weeks
Sponsorship activity
2019
2020
quarantine
period
1-11 weeks 12-15 weeks
Direct +8% +8%
1-11 weeks 12-15 weeks
Sponsorship -15% +3%
2020 vs 2019 (TRP)
2020 vs 2019 (TRP)

8. In the quarantine period pharma, hygiene and household
chemicals increased TV activity more than 50% in compare
with the same time of 2019
Source: Nielsen Ukraine, 2020 vs 2019. TA: 18-54. 50K+. 1-15 weeks
wo mass media and social advertising. Direct advertising
15%
-11%
30%
-8%
-1%
14%
39%
2%
-4%
-27%
10%
0 50000 100000 150000 200000 250000
pharma
groceries
confectionery
trade
soft drinks
cosmetics
hygiene
connection
household chemicals
finance
others
TRP
TOP-10 categories activity
2020 (1-15 weeks vs 2019 (1-15 weeks)
56%
-22%
18%
-27%
-8%
-31%
126%
-48%
60%
-58%
4%
0 10000 20000 30000 40000 50000
pharma
groceries
confectionery
trade
soft drinks
cosmetics
hygiene
connection
household chemicals
finance
others
TRP
TOP-10 categories activity
2020 (12-15 weeks) vs 2019 (12-15 weeks)
These categories on
the quarantine period

9. In general, categories save the position of the previous year;
Brands of hygiene category have increased airtime
Source: Nielsen Ukraine, 2020 vs 2019. TA: 18-54. 50K+. 1-15 weeks
wo mass media and social advertising. Direct advertising
pharma 20
groceries 20
confectionery 20
trade 20
soft drinks 20
cosmetics 20
hygiene 20
connection 20
household chemicals 20
finance 20
pharma 19
groceries 19
confectionery 19
trade 19
soft drinks 19
cosmetics 19
hygiene 19
connection 19
household chemicals 19
finance 19
50
100
150
200
250
300
350
6 7 8 9 10 11 12
Brand strategy. TOP 10 categories
ANW
AWW
2020:
AWW – 201 TRP
ANW – 9
2019:
AWW – 190 TRP
ANW - 8
ANW – average number week
AWW – average weekly weight

10. But the number of active brands is reducing during the
quarantine period
Source: Nielsen Ukraine, 2020. TA: 18-54. 50K+. 1-15 weeks
wo mass media and social advertising
189
226
215 213
183
221
232
228
205
198
194
191
173
155
163
100
120
140
160
180
200
220
240
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Numberofactivebrands
Week
Number of active brands*
2020
2019
Brands with more than
30 wTRP per week
quarantine
period

11. TOP-10 channels don’t have significant growing of shr%.
The audience is looking for good content
Source: Nielsen Ukraine, 2020, TA: 18-54.50K+
0,00
2,00
4,00
6,00
8,00
10,00
12,00
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Shr%
Weeks
Top channels ratings
CHANNEL UKRAINE
ICTV
1+1
NEW CHANNEL
STB
INTER
2+2
TET
K1
NTN
quarantine period
Films, serials and
entertainment programs
generated the growth of
STB share on the 14th week
News t has been
increasing share of Chanel
Ukraine since 12 week

12. What does the audience watch on the quarantine period?
Source: Nielsen Ukraine, 2020, TA: 18-54.50K+, all channels
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Rat%
Weeks
TV content ratings
Films
Entertaining
News
Social
Educational
Socio-political
Music
Children's
Sport
News programs have positive dynamic of TV ratings
quarantine period

13. Digital is one more
media with significant
changes

14. 15,96 16,44 16,26 15,93
18,06 17,30
15,07 14,45 14,58
13,69
15,32
14,43
1,01 1,07 1,17 1,11 1,09 1,07
0
2
4
6
8
10
12
14
16
18
20
10 11 12 13 14 15
RealUsers,Mio
Weeks
Real users by devices. 2020
Phones PC Tablets
Mobile is screen №1 in Real users rate; in quarantine PC
average time spend is showing an upward trend
Source: Gemius Audience. TA:14-69. 2020 (12-15 weeks)
Average Time Spend per week
10 11 12 13 14 15
Phones 3:49:11 3:57:45 4:06:33 4:22:34 3:43:36 4:29:05
PC 3:30:37 3:47:56 4:16:16 4:43:20 4:45:06 5:28:30
Tablets 0:11:50 0:13:21 0:14:03 0:14:58 0:14:55 0:13:23
Average 5:14:02 5:35:30 6:00:21 6:26:27 6:09:32 7:08:29
quarantine period

15. 10
12
14
16
18
20
22
24
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
MioRealusers
Weeks
TOP-3 categories
Services News E-commerce
Social networks and News are in the TOP of time spending
ratings
Source: Gemius Audience. TA:14-69
Social networks: Facebook, Instagram, VK, Ok, Pinterest, Twitter, LinkedIn
quarantine
period
Social Networks*
Time spend increased by
+15%
News
Time spend increased by
+49%
E-commers
Time spend decreased by
-5%
Average 12-15 weeks vs 8-11 weeks

16. According to Gemius Audience, News sites showed the
most significant growth of Real users
Source: Gemius Audience. February 2020 vs March 2020. TA: 14-69
0%
4%
6%
-4%
34%
4%
-4%
-7%
25%
50%
13%
6%
11%
6%
4%
54%
-4%
10%
35%
33%
27%
14%
12%
-4%
5%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
0
5
10
15
20
25
Growth.%
MioRealusers
TOP 25 sites
Feb-20, % Mar-20, % Growth, %

17. CMeter also declared upward trend of news sites
Source: Kantar, desktop + mobile, Internet users
March 2020 vs February 2020
94%
74%
68%
56%
43% 41% 41% 40% 40%
33% 32% 31%
29%
24% 23% 23% 23%
20% 20% 19% 19% 19% 18% 18% 18%0%
1%
3%
2%
1%
-1%
1%
1%
-3%
11%
1%
-2%
13%
10%
4%
6%
3%
8%
4%
6%
3%
4%
1% 1% 1%
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Growth.%
Cover.%
TOP 25 sites
Feb-20, % Mar-20, % Growth, %

18. You Tube is one more top-level channel for content
consumption
Source: Nielsen Ukraine, 2020 (12-15 weeks). TA: 14-69
Gemius Audience, 2020 (12-15 weeks). TA: 14-69
19,73 19,44
17,77
16,81
16,27 15,87 15,42
0
5
10
15
20
25
ICTV 1+1 YouTube INTER CHANNEL UKRAINE STB NEW CHANNEL
MioUsers
Audience of TOP channels vs YouTube

19. The redistribution of passenger traffic impacts on media
consumption
Source: Info Sapiens
https://sapiens.com.ua/ua/publication-single-page?id=114
10%
41%
42%
Job loss
Stop going to work
Don't stop going to
work
Total
9%
37%
47%
Rural
12%
41%
46%
50K-
13%
47%
39%
50K-500K
6%
42%
38%
500K+
This audience
significantly changes
the usual schedule

20. In average OTS of OOH decrease by -30% in the quarantine
period. The indicator varies depending on the city
Source: TomTom
100% loss of passenger traffic
ООН placements in transport,
subway, airports have lost all
viewers
OTS = 0
The percentage of people who
continue to go to work use
available transport
OTS = traffic*reduction factors
8:00 13:00 18:00 21:00
Kyiv -58% -39% -65% -14%
Dnepr -32% -16% -30% -9%
Kharkiv -35% -23% -30% -8%
Odessa -50% -35% -56% -12%
Traffic 08.04.2020 vs Average 2019
Traffic in Ukraine is decreasing
from 25% to 55% depending in
geography.
There is 48% of inventory in these
four cities
In average in Ukraine OTS has
reduces by -30%, -32%.

21. Radio: changing is possible, but not significant
Source: Google trends, TAVR FB page
TAVR declare absence of
effect on radio listening in the
quarantine period
Online radio listening also
doesn’t have changing
Possibility radio listening
decreasing by -2% due to less
traffic
7% of people listens to radio only in
the car or transport. Due to
decreasing of traffic, rate of radio
listening also can slightly reduce
0
10
20
30
40
50
60
70
80
90
100
15.01.2020 15.02.2020 15.03.2020
online radio

22. 0
1000
2000
3000
4000
5000
6000
2012 2013 2014 2015 2016 2017 2018 2019 2020 F
MioUAH
Media budget
Non-tv media budget: OK, but not perfect
Source: VRK
crisis period
Technical growth
Crisis is not easy time for OOH
advertising. -30% of
advertising budget in
compare with normal
development
Print haven’t had significant
growth of budget since 2014.
Also the quarantine period
doesn't have huge influence
on this media
In 2014, Radio was able to
maintain budget level of the
previous year. With the
blocking of public transport,
many people use cars. And
radio advertising budget will
stay on the same level

23. Foreign experience can be useful
Source: Global Web Index
0%
10%
20%
30%
40%
50%
60%
Broadcast TV
Physical press
Radio
Online press
Music streaming
None of these
Online TV
Lifestreams
Book
Podcasts
Online video
Video games
US/UK: % who say they have started consuming or are consuming more of the
following since the outbreak
Gen Z Millennials Gen X Boomers
Global Web Index found that over 80% of consumers in the U.S.
and UK say they consume more content since the outbreak, with
broadcast TV and online videos (YouTube, TikTok) being the
primary mediums across all generations and genders
• 87% of U.S. consumers and 80% of UK
consumers say they're consuming
more content – broadcast TV, online
videos, and online TV streaming take
the top spots overall for increased
media consumption
• 42% of boomers are consuming more
broadcast TV compared to 24% of
Gen Z. Just over 1 in 5 boomers are
also spending more time on online TV,
this peaks at 41% for millennials
• Livestreams (30%) and podcasts (20%)
are more popular among millennials
than other generations.

24. Conclusions
The audience gets used to quarantine
TV Digital Non TV
Many advertisers are
redistributing their advertising
budget.
Sold out does not have clear
dynamics. The number of active
brands is decreasing on the
quarantine period.
TV viewing in working hours are
growing up, but not significantly.
Overall Internet penetration
don’t have changes, but
audience became to spend
more time on the Internet,
especially in social networks and
news sites.
Quarantine will have the
greatest impact on the outdoor
market. Basically, this is due to
lower passenger volumes.
Despite the reduction in the
number of audiences who can
contact from a message, the
quality of contact will increase.
Print and Radio will not have
significant changes.
Brands need to be active without being indifferent in the current situation and take social initiative