20. 12. 2003

TV AUDIENCE RESEARCH

REALIZATION: SMMRI
Strategic Marketing & media research institute, Belgrade

INTRODUCTION

• Survey, the results of which are presented in this report, is the eight in row since 1998. Purpose of all of these surveys was to measure the audience of the most significant TV stations in the country, individual audience of ANEM members, as well as the audience of the most significant TV stations that rebroadcast some of ANEM programs.
  
• Data were obtained in the same way as in the previous survey, through combination of two TV audience measurement methods. A part of data were obtained on the basis of Diary, which was kept by a total of 5580 respondents from the territory of Serbia without Kosovo (all members of the selected households were aged 4+ years, evidence about watching of TV stations was kept at 15-minute intervals). The other part of data was based on electronic TV audience measurement realized through peoplemeters (average daily sample size: 2701 respondents, audience evidenced by minutes, provider of data AGB Strategic Research). Data refer to the period from Monday, October 27th, 2003 till Sunday 2nd November 2003. Average daily sample size: 8281 respondents.

Belgrade, December 2003.

THE MOST IMPORTANT SURVEY RESULTS

• Among individual TV stations, from October 27th till November 2nd 2003, the following TV stations achieved the highest audience: TV Pink with share of 23,94% in total TV audience (average daily audience 52,3% -3.700.471 viewers and total weekly audience 77.1% - 5.459.600 viewers), RTS 1 with share of 21,68% in total TV audience (average daily audience 54,27% - 3.841.274 viewers and total weekly audience 80,6% - 5.706.402 viewers), BK television with share of 10,38% in total TV audience (average daily audience 39,0% - 2.759.133 viewers and total weekly audience 65,4% - 4.628.255 viewers), RTS 2 with share of 9,26% in total TV audience (average daily audience 37,3% - 2.641.189 viewers and total weekly audience 67,6% - 4.781.353 viewers) and RTS 3 with share of 5,27% in total TV audience (average daily audience 33,0% - 2.336.360 viewers and total weekly audience 65,9% - 4.667.581 viewers).
  
• TV stations – ANEM members, as well as the most important rebroadcasters of ANEM, were watched for at least 1 minute during the week by 55.4% of the total observed population (3.923.890 viewers), with share of 5,6% in total TV audience (average daily audience 28,2% - 1.996.023 viewers). Observed from the aspect of the total weekly number of viewers, this is a significant increase compared to previous survey, when the average daily audience was circa 1.424.071 viewers.
  
• Total weekly audience of only TV stations – ANEM members was 51,0% of the entire observed population (3.610.865 viewers), with the share of 4,8% in total TV audience (average daily audience 25.6% - 1.810.869 viewers). This is the highest overall weekly audience of TV stations – ANEM members ever registered. In December 2002 it was 37,4%, in May 2002 it was 24,1%, in November 2001 it was 23,2%, in May 2001 it was 21,6%, in November 2000 it was 18,6%, and in May 2000 it was 12,3%.
  
• Observed according to share in total TV audience, the share of ANEM members increased from 3.2% to 4.8% with respect to the previous survey. This increase can primarily be attributed to increase of viewing of TV B-92 from 2.34% to 3.92%. In addition to that, slight summary increase of viewing of other members was recorded as well.Observed regionally, the biggest number of ANEM TV station viewers was registered on the territory of Central Serbia (circa 51,5% of total ANEM audience), then on the territory of Belgrade city (circa 22%) and finally, on the territory of Vojvodina (circa 26%). The highest share in total TV audience, ANEM members achieved on the territory of Belgrade City (5,75%), which is followed by territory of Central Serbia - 5,13% and finally on the territory of Vojvodina - 3,62% (total for the entire country 4,8%). With respect to the previous survey the biggest increase of the number of viewers was recorded in Central Serbia.
  
• Among TV stations – ANEM members, overall biggest number of viewers for a week was achieved by TV B-92 (circa 3.183.000 viewers), which is followed by TV Kraljevo (circa 208.500), TV Kragujevac (circa 160.000), city TV in Niš (circa 150.000), TV Cacak (circa 139.000), TV Trstenik (circa 75.000)... At the bottom of the list are the TV stations from municipalities with small number of inhabitants, that is, TV stations whose technical reach is relatively small (Bajina Bašta, Sokobanja, Prokuplje, Kuršumlija...).

SEE GRAPHICAL REPRESENTATION OF RESEARCH RESULTS (ppt)