15. 01. 2003

RESEARCH OF TV PROGRAMME RATINGS AT TERRITORY OF SERBIA

Client: IREX
Realization: SMMRI (Strategic Marketing & Media Research Institute)

Research presented in this report is the seventh research of this type since 1998.

Purpose of all conducted researches was to measure auditorium of the most significant TV stations in the country, auditorium of individual ANEM TV members, as well as the auditorium of most important TV stations that rebroadcast some ANEM programmes.

A novelty was introduced in this research, namely, data were acquired by combining two methods of measurement of TV audience.

Part of data was acquired on the basis of Diary kept by 5148 respondents from territory of Serbia without Kosovo (including household members over 4 years of age; ratings of TV stations were recorded by 15-minute intervals).

Other set of data was obtained through electronic television audience measurement, that is, peoplemeters (average daily sample size: 2577 respondents, ratings recorded by minutes, provider of data: AGB Strategic Research). Data were taken from Monday, December 9, 2002 to Sunday, December 15, 2002. Average daily sample size: 7725 respondents.

Total of 40,4% of general population (2.816,519 viewers) had been watching TV members of ANEM and the most significant ANEM rebroadcasters for at least 1 minute during the week, which is a 3,6% share of the total TV auditorium (average daily auditorium: 20,4%, 1.424,071 respondents). Compared to the previous research when total weekly auditorium was around 1.782,000 viewers, this is a significant increase.

Total weekly auditorium of ANEM TV members was 37,4% of total population (2.605,048 viewers) with 3,2% share of total TV auditorium (average daily auditorium is 18% - 1.254,507 viewers). This is, so far, the highest weekly auditorium of TV ANEM members. For May 2002, it was 24,1%, November 2001 - 23,2%, May 2001 – 21,6%, November 2000 – 18,6% and for May 2000 – 12,3%.

As for regions, ANEM TV members had the highest number of viewers at the territory of central Serbia (around 45% of total ANEM auditorium), then at the territory of Belgrade (around 30%) and finally at Vojvodina (around 25%).

SEE GRAPHICAL REPRESENTATION OF RESEARCH RESULTS (doc)