18. 01. 2005

TV AUDIENCE RESEARCH ON TERRITORY OF SERBIA WITHOUT KOSOVO

November-December 2004

REALISATION: SMMRI

Strategic Marketing & Media Research Institute, Belgrade

THE MOST IMPORTANT SURVEY RESULTS

• This survey on TV audience, whose main results are presented in this report, is the ninth in a row since 1998. The research is organized by IREX, and realized by Strategic Marketing & Media Research Institute, Belgrade . This is one of the largest surveys on TV audience realized in our country.
• Purpose of all of the survey was to measure the audience of the most significant TV stations, as well as the audience of TV stations members and affiliates of ANEM.
• The survey was conducted in the period of November 29 – December 5, 2004 .
• Data were obtained in the same manner as in the previous surveys, through combination of two TV measurement methods: on the basis of Diary, kept by the respondents from the territory of Serbia without Kosovo (all members of the selected households were aged 4+, a total of 4473 respondents) and on the basis of electronic TV audience measurement realized through peoplemeters and field research (average daily sample size: 2610 respondents, audience evidenced by minutes, provider of data AGB Strategic Research).
• Average daily sample size: 8281 respondents.
• The survey showed that TV stations ANEM members have the constant trend of increase: in June 1998 – 5.6%, in October-November 2003 the rate was 51.0%, while in November-December 2004, the rate was 66.1%.
• As for the stations ANEM members and affiliates, the results are the following: June 1998 – 5,6; October-November 2003 – 55,4% and November-December 2004 – 69,7%
• Among TV stations – ANEM members, the biggest number of viewers had the following stations: RTV Kraljevo, TV 5 Užice and RTV Kragujevac.
• Among TV stations – ANEM affiliate members, the following were watched the most: Jedinstvo Novi Pazar, RTK Kruševac and RTV Zaječar.

TV audience research (ppt)