Source: Nielsen
Nielsen Audience Measurement is a global company specializing in measuring TV viewing. It is the leading company in monitoring and TV viewing research since 1976. The business success has been achieved through the use of electronic data collection devices, the so-called peoplemeter, to measure TV viewing. The data is produced on a daily basis on a statistically representative number of households representing the entire population of a given country. Nielsen has set up TV panels in 37 countries around the world, including Croatia, Serbia and Slovenia.
In a dynamic environment such as the TV market, independent, reliable and transparent data is a prerequisite for the successful business of all market participants. The mission of the company is to set up a unique system for measuring the television viewing that TV stations, renters, and planners of media space, and advertisers use in their advertising activities and program planning.
In the countries of the region, TV is an important part of everyday life, given that an average number of minutes of TV content seen by an individual is 262 minutes.
In addition to watching live, TV content can also be consumed through delayed viewing in accordance with TV content providers. The TSV (Time Shifted Viewing) content is measured up to a week after the original broadcast. In Croatia, the share of TSV on target group Total Individuals is 2%, in Serbia 3% and in Slovenia 12%.
Also, some countries of the region have an additional option of measuring Guest Viewing. For example, in Serbia, the share of Guests Viewing is 4.4% of the total in 2018. In Croatia Guest Viewing is available from 1.1.2019. and in January 2019 it was 2.5% of the total. In Slovenia Guest Viewing is available from 1.9.2018. and is in the period 1.9.-31.12.2018. amounted to 3,0% of the total.
Among the most popular program content in 2018. in the region, was the FIFA World Cup 2018 which took place in Russia. Top 3 most viewed matches by countries from the region which qualified for the tournament:
AMR – Average Minute Rating – Average number of viewers per minute of TV content.
SHR – Share – Proportion of individuals viewing a specific programme or daypart compared to the total number of individuals watching the TV during the same interval of time.
Tables below show ranking of TV content by typology by country:
Comparison of top 5 advertisers by the amount of advertising by country:
If we look at the total amount of advertising, the most active sectors in the region were Food and Retailer sector.
Top 3 sectors by total amount of advertising by country:
