“Ukraine” took the audience
TV channels on their bet on young audiences, proved to be the winner - last year showed the greatest growth “Ukraine” and the television entrepreneur Victor Pinchuk. And last, enjoying the greatest popularity among young audiences, proved to be most attractive to advertisers, say the agency. Biggest same channels - Inter and Studio 1 1 “- on the contrary, have lost audience, and in the future it will only decline, experts are assured.
breakthrough in 2009 can be called a channel “Ukraine” - the sixth place, he rose to third, increasing the share of audience from 7,24% to 8,52% (men over 18 years of living in cities with populations over 50 thousand people ), noted in the data GfK Ukraine. “We have developed a strategy for development in 2007 and moved in the direction of building a national channel, which could mirror the public interest”, - explains the general director of Ukraine “Waldemar Dziki. TV Viewing Figures have improved thanks to some successful television projects. “For example, the program” People”s Star “was held with an audience share of 10% to 16% with an average channel share of about 8%,” - he said.
has grown in popularity and channels ICTV, “New Channel” and STB, part of the holding StarLightMedia (SLM) Viktor Pinchuk. And not only on the general audience (people over 18 years), but also on the commercial (the audience for which sold advertising on the channel) - 14-49 years. According to this indicator, the proportion of the “New Channel” rose from 12,55% to 13,23%, and the STB has overtaken ICTV, raising it from 8.46% to 9.28%. Head SLM Alexander Bogutsky explains the growth in successful projects “Ukraine has the talent,” “Star Factory”, “Dance All” and information programs.
However, the growing share of TV Viewing does not always mean a proportional increase in advertising revenue. “The increase in revenue channels occurs when increases are not common, and commercially profitable audience, for example, people aged 18-50 years”, - the general director of advertising group Publicis Groupe Ukraine Oleg Popenko. According to him, last year advertisers greatest interest channels holding Viktor Pinchuk. “These channels of the highest concentration of target audiences, the vast majority of brands, in particular, our advertisers,” - notes Popenko.
Against the backdrop of growth, “Ukraine” and the SLM are two major channels - Inter and Studio 1 1 “- on the contrary, reduced rates. Proportion of “Inter” for an audience older than 18 years decreased from 21,02% to 19,68%, and “1 1″ - from 11,88% to 8,98%. Moreover, “1 1″ showed the audience fall in its commercial audience (people aged 18-54 years) - from 10,89% to 9,21%. As a result, the channel dropped from second to fourth place. But the loss of audiences nationwide channels - a global trend, says Waldemar Dziki. “Throughout the world, national TV channels are losing viewers, who prefers to watch the thematic and niche channels. In the future this trend will only intensify in Ukraine”, - he said.
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