For the first time in many years, residents of Russia began to watch more television – RosInvest.Com

Понедельник, 27 апреля 2015 г.

In 2014, the first time for at least the last five years, the average daily television viewing time increased in Russia, said CEO of research company TNS Ruslan Tagiyev.

The exact dates he found it difficult to name. On average, residents of Russia over the four years spent watching TV 244 minutes per day – 2.5% more than the year before. In this long time in front of the TV are not only older, but also younger viewers, according to the TNS. Although the first the figure rose strongly.

The average proportion of people in Russia, who even for a moment in the day, turn on the TV (average coverage) in 2014 has not changed: the main media of the country continue to look to the daily average 72% of residents of large cities.

In recent years, TV viewing time remained fairly stable, indicating Tagiyev, but it happened due primarily to the older generation, while the youth spent watching television less and less time. Happened last year exploded in popularity among Russians TV Tagiyev due primarily to watching the news. Sochi Olympics attracted too much attention, but the average for the year, its impact on TV viewing has appeared small, the expert said. But while watching the news, he said, has increased dramatically in all categories of viewers: after unfolding events in Ukraine and Crimea TV news ratings skyrocketed. “The news came as a real infotainment: the same way as before the Russians followed the favorite TV series or shows in the spring of 2014 they were not looking, watching TV series called” war in Ukraine “, – says Tagiyev.

This year, the interest of Russians to the TV, according to TNS, is practically not reduced in January – March, four years older viewers spend watching TV channels on the same 270 minutes per day, and in I quarter of 2014, however, it is more than on average in 2014 was in the I quarter of the inhabitants of Russia always watch TV longer than at any other time of the year, indicating Tagiyev: “Affects cold outside and the long New Year holidays.” So be indicative of the II quarter of 2015, when it becomes clear whether to keep channels of interest from young audiences, he says.

Due to the fact that the Russians began to spend more time watching television, Russian channels has increased the number of contacts with the audience, and thus advertising opportunities. However, the use of this the largest market participants with popular news outlets were unable to because of the economic crisis in the country and reduce advertising budgets. By the end of 2014 the advertising market in Russia has left in a minus: according to the Association of Communication Agencies of Russia, in the IV quarter of 2014 compared to the same period of 2013, advertising revenues of TV channels decreased by 2%, and for the whole year increased by the same 2%. Proceeds of “First Channel” last year grew by only 3% to 30.1 billion rubles., NTV revenues decreased by 12.4% to 20.3 billion rubles. Data on “Russia 1″ and “Russia 24″ (included in the RTR), as well as REN TV (included in the “National Media Group”) are absent.

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