Audience Research

September 2011

Presentation Outline

• Main Findings• TV Market & Mreza• Radio Market & KOSMA • Internet• Recommendations

Research Methodology

• Face-to-Face Survey• Sample Size of 1,200, Adults 15+• Based on population size of 145,082 • Fieldwork Dates: June 14-29, 2011• Conducted by UBO Consulting

TV MREZA Key Audience Data

June 2010 Nov 2010 June 2011Rating 0.24* 0.35* 0.5Rating 00's 341 502 725Cum Reach % 29.2 30.7 34*Cum Reach 000's 17,731 18,500 20.3Daily Reach % 12.8 15.3 12ATS mins 28 39 46TTS Share % 3.4 4.8 6.4

Mreza Audiences Increasing

• TV Mreza’s performance continues to improve, with significant gains shown during this round of research– The TV Mreza network has 14 percent share of the market, falling

behind only RTS1 and tied with PINK and PRVA TV– Viewers are loyal, tuning in often and watching for long stretches –

spending on average 46 minutes a day watching TV Mreza programming

TV Daily Reach

1817

15

12

8

5 54 4 4

3

02468

101214161820

Pink TV

RTS 1

PRVA TV

TV Mreza

B92 TV

Avala TV

Sport Klub

RTS 2

DM Sat T

VBN TV

Happy TV

• TV Mreza’s competes well with more established commercial television stations, coming in fourth after Pink TV, RTS 1 and PRVA TV

• This is a significant increase from previous waves of research

TV Market Share

• The TV Mreza network has 14 percent share of the market

TOTAL VIEWERSHIP

RTL TV

RTK

B92 INFO

BN TV

RTS 2

AVALA TV

TV Mreza

RTS 1

0% 10% 20% 30% 40% 50% 60% 70% 80%

Total Viewership/12 months

Average Viewing Times

• Sport Klub and TV1000 have the highest average daily viewing with 66 minutes each. Falling not far behind is TV Mreza with viewers spending an average 46 minutes watching daily

Key Audience Data

Jun 2010 Nov 2010 Jun 2011

3.40%

4.80%

6.40%

TTS Share

TV Viewing Times

• Peak TV viewing times are between 18:00 and 23:00 with a morning peak at 8:00

TV Trustworthiness

• National Serbian channels are most trusted. However, stations in the TV Mreza network have relatively high trustworthy ratings, in particular TV Most, with 45 percent .

• Looking at TV Mreza channels as a whole, we see that a majority, 52 percent find them to be at least somewhat trustworthy

14%

34%

29%

23%

Very trustworthy Somewhat trustworthy

Somewhat untrust-worthy

Very untrust-worthy

TV Mreza Trustworthiness

Audience Demographics

• TV Mreza viewers are generally older and slightly worse off financially than the overall population

• In other ways, gender, education, employment ect., Mreza’s audience mirrors the overall population

1%

23%

53%

20%

3%

2%

19%

44%

28%

6%

We don't have enough money even for food

We have enough money for food, but buying clothes is difficult

We have enough money for food and clothes and can save a bit, but not enough to buy

expensive goods such as a TV set or a refrigerator

We can afford to buy certain expensive goods such as a TV set or a refrigerator

We can afford to buy whatever we want

TV Audience by Household Wellbeing

Rest of pop

TV Mreza

Slobodno Srpski

• For a program on air for less than a year, it has made its mark– Twenty-one percent of respondent know the show by name– Of those, 40 percent have watched at least one or two episodes and 26

% watched more then 10 episodes– Sixty-five percent watch on local TV stations, 35 percent watch via

internet

Radio Reach and Listening

• Radio has a daily reach of 33 percent, which translates into a daily audience of 47,877 persons

• Peak radio listening times are between 12:00 and 14:00

Radio Market Share

• When five radio stations which make up KOSMA Network are merged, then KOSMA Network has the highest market share of 24 percent.

• As an individual station, Radio Gracanica dominates with 20 percent share

GRACANICA20%

MIR12%

KIM12%KOSOVSKA

MITROVICA10%

KONTAKT PLUS7%

MAX7%

HIT LASER4%

VITEZ3%

KLLOKOT3%

HERC2%

KISS2%

RTS2%

IMPULS2%

KAMENICA1%

GORAZDEVAC1%

BUBAMARA1% BORZANI

1%

BLUESKY1%

RADIO MARKET SHARE

Internet Access

• Forty-one percent of respondents use the internet on a daily basis, indicating that those that use the internet are active users going online often

• A majority of internet users, 53 percent, go online from their own homes, evidence that many users have their own personal computers

• The most common connection, is high speed DSL or ADSL, with 42 percent reporting this type of high-speed access

Internet Use

• The greatest percentage of respondents use the Internet daily to read news and watch videos (TV programs, news reports, video clips or movies)

• These active and advanced web users present an opportunity for both broadcasters and advertisers

Recommendations

• Continue to build on existing strength as a niche news and information provider

• Focus on more programming targeting youth• Maximize programming at peak viewing time• Cross-market TV, internet and radio• Invest further in website development, particularly to capture

younger audiences

Thank You!Questions? Comments?

This research was supported by the Strengthening Independent Minority Media program,

implemented by IREX and funded by USAID.

www.irex.org

This research is made possible by the support of the American people through the United States Agency for International Development (USAID). The contents of this research are the sole responsibility of TV Mreža and do

not necessarily represent the views of USAID or the United States Government.

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-nd/3.0/ or send a letter to Creative

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