Why audience TVP so dramatically decreased?
– fell, but it is not just a matter of the past few weeks or months, a trend seen for a long time. For example, “News” in August 2015. Were about 100 thousand. viewers less than in April this year.
It is difficult to compare the pillars of April, when the generally more people sit in front of TV, with the results of the holidays.
– This true, but do not exaggerate. It’s still more than 2.5 million viewers a day. We should get used to the idea that the days when television has experienced a 10-million-dollar ratings records are gone, if only because of the wide range of TV channels.
It is a fact, however, that the “good change” on TV viewership began to deteriorate alarmingly.
– not enough to tear your hair out. As mentioned, the “News” still sees 2.5 million viewers – a lot. In each country at a time when public television becomes a missionary, it is observed decline in viewers. This is a general trend, not only in Poland. This was the case in Hungary.
President of TVP Jacek Kurski, however, seems to be tearing her hair and attacking Nielsen that these declines is your fault, because it artificially lowers the audience.
– this is not the first of this kind of discussion, we have them behind a lot. And both the public television, as well as commercial stations. It should be noted, however, that the attacks at research undermine confidence in the way they are conducted, and it still is not high. People should trust researchers in order to were willing to share with us their true opinions. Only then will the study makes sense.
President of TVP insinuates that instead of looking for the panelists, for example. Małkinia, Lomza or Kobylin-Borzymach where Andrzej Duda received 94 percent. support, you focus on suburban bedrooms.
– I find it hard to understand that argument. Our panel is fully representative of what has been repeatedly confirmed by the auditors, and TVP, as each of our customers receives regular reports showing what the state of the panel with a very precise manner showing him by provinces, and in them at village, town with regard to its size, as well as all other features considered by us in the construction of the panel. If you still are raised doubts, we are always ready to explanations on the structure of the panel and kept our measurement.
Why do not you want to convey TVP codes town in which they live panelists?
– the threat is huge. We guarantee anonymity panelists. And we can not break the agreement. Postal code could lead to the discovery of the privacy of our panelists. With information about the provinces, class towns and their number in the region and the codes can be traced very easily specific spot. I mentioned in the previous question Małkinia or another small village lead a promotional campaign, which in turn may disturb the measurement. It is against all the rules. Our study must be neutral, and such actions may cast doubt on the objectivity of the panel.
– It is worth mentioning that we can give the list of towns where we measure, but remember that their transfer may only be an independent audit firm, which guarantee us security of the information provided. In the past four years we have been subjected to such an audit twice.
What were the results of the audit?
– The audit showed that the sample is well constructed, the panel is in fully representative, and the gauges work well. The results of the audits confirmed the high standard of our panel and compliance with all international rules of conduct such research.
Today television complained that the panel is too small. You can enlarge it?
– Such action would require funding from all market participants – broadcasters, media agencies and advertisers. The panel now has 2 thousand. households and in comparison with other countries is not so small. In Germany and Italy are more than two times bigger, but remember that it also includes countries with a larger population, and a much larger advertising market. On the subject of extending the panel talk with representatives of the industry for several years. On its expansion it depended mainly small channels, because as far as in the case of large station measurement error is very small, it is for smaller ones – is already acutely felt. The problem is that the larger the panel of 200-500 households with such a dispersed market will not change much.
How many channels you measure?
– 165 stations.
Loss of TVP it would be a blow to your business?
– this is one of our largest customers. But leaving each of them always gives us food for thought.
The monopoly position, however, give a sense of comfort.
– Being a monopolist in the case of telemetry studies is not so unusual . Nielsen operates in 37 countries around the world. Competitors who have the necessary know-how in the world can count on the fingers of one hand. We provide data that are recognized by the TV advertising market and the settlement currency. There can not be two currencies in one market.
Until recently in Poland, however, were two currencies, then the competitor was for you TNS OBOP.
– This led a certain amount of confusion in the market. For 15 years, TVP has used his standard, and the rest of the market based on our research. The results frequently differ. Media houses operate on the basis of our research, and TVP accounted for using the data from the OBOP. In a situation where there were differences, the conversion factor used. This situation posed a discomfort for both TVP and advertisers.
Today, the president of TVP wants to create a national research institute. This is a real plan?
– I do not know the details, but I know how it looks in the world. Let me start by saying that studies television is one of the best standardized market research. When you try to start such a project should take into account the need to use advanced technology, huge financial expenditures and time required even to build such a panel from scratch. Do not forget also about the needs of international advertisers who each market expect similar standards. I do not know the world of such a company, which would started with such a project from scratch and successfully implemented it. I heard that she wanted to do television in Turkey, a similar idea was realized also in Bulgaria. But both projects finally turned out to be a failure.
TVP has recorded losses of advertising because of declines in viewership?
– For now, you can not see.
Barbara Sowa
11/05/2016
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