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TVP President Jacek Kurski announced at the press conference yesterday that summed up the daily audience TVP1, TVP2 and TVP Sport during the World Cup (14 June to July 15, 2018). Netia, which is very controversial, was 38%. higher than the measurements made by Nielsen Audience Measurement .
– You must defend the interests of Polish television. The Mundial showed us a certain pathology in which the system of measurement of the audience in Poland was found. While we got used to the fact that Nielsen shows about 10 percent. fewer viewers than the actual visibility model, while in the case of the World Cup, the divergence reached 38%. These are shocking data. It is impossible to compete fairly and to work on the television market with such large deviations in the measurement of telemetry. Everything depends on the measurement; prestige, image, advertising revenue – Kurski commented
The TV audience and TVN of Natsen almost stable during the World Cup
The head of the public channel quotes data from Nielsen, which show TVP1 viewers, TVP2, Polsat and TVN during the World Cup. just before the sporting event (in May of this year and from June 1st to June 13th) As a result, thanks to the broadcast of the TVP1 matches, it has recorded a very strong increase in the number of viewers, the results of TVP2 were comparable (this station showed fewer matches), and the values of Polsat and TVN fell slightly. – For example, according to MOR, despite the visible increases in the number one and two audience, the average audience of the main antennas of the commercial competition was "walled". It's as if the viewers of competitive commercial stations were not at all interested in the World Cup – commented Kurski.
The head of the public broadcaster gives an example of two days of matches on 22 and 25 June, when Jedynka broadcast two matches. Despite these broadcasts on a daily basis, Polsat recorded better results. – Friday, June 22, Jedynka has presented two exciting matches, which in both cases have reached a huge audience. Despite these broadcasts (which lasted about 6 hours), the audience was recorded for a good part of the day, and between games, access to TVP1 was still attractive during the broadcast of "Teleexpres", "What kind of melody? " out of ten "), this station has not become the audience leader of the time according to Nielsen, only one of the commercial stations.This is due to the error that must lie from the monopoly side of telemetry – said Kurski
A similar situation took place three days later – Despite the huge "peaks" of viewing, Jedynka was not the leader of the day according to the NAM. On the other hand, TVP2 broadcasting two matches on a 24-hour basis that day had an average of only 6.8 percent. (!) NAM market share, or 30 percent, less average in a year Have 2 live World Cup games! This contradicts not only the common sense, but also the experience and the basic feelings of the viewers.We, as a television, can no longer tolerate such situations, that we are supposed to lose on the obvious, buoyant and winning content, because it hurts the interests of our business "It's a vital way." Looks like someone decided to kill TVP. I will never agree with this – the head of the public broadcaster has expressed categorically
TVP has underestimated up to 2.4 billion PLN from 2012 in because of underestimated NAM measurements. Kurski will inform the relevant authorities about this
Nielsen's Polish television according to the currency is settled from early 2012. As stated during the briefing, the average annual income from then until now s & # 39; It averaged 765 million zlotys. – If we had been advertising for six and a half years in the same way as the World Cup, we could count on almost 50% revenue. superior. This means that during this time we could have lost up to 2.4 billion zlotys. The president of Telewizja Polska also calculates whether the revenues of the public broadcaster in the following years were calculated using the same method as until now, he would lose hundreds of millions of zlotys a year, just like the calculation of Kurski . it was in previous years. – As a television, we can no longer tolerate this situation. In the near future, I will inform our corporate bodies and the supervisors of our activity, namely the Supervisory Board and the General Meeting of Shareholders, on the erroneous and pathological situation. The state must do something with the telemetry market in Poland
TVP The sports entrance on the MUX-3 arrived
Kurski also informed that the entrance to the chain TVP Sport in the third multiplex of digital terrestrial television was a success. – I consider that it is a great success of our board of directors. This station has seen a huge increase in the audience. In particular days, according to MOR, it has exceeded 500,000. Viewers on average per minute and when transmitting some matches has exceeded 2 million viewers. Fans voted for the drivers – people want to have free access to the sports channel. And they have it on Telewizja Polska – he commented
At the conference, it was also stated that in total TVP broadcasted nearly 900 hours of broadcast in 2018 World Cup, of which more 50% live As we have already reported, Kurski reports that Polish television revenues at the World Cup in Russia amounted to 77 million zlotys. All the expenses related to the event cost the public broadcaster PLN 67 million, which represents a net income of PLN 10 million
. So, for the first time in history, Telewizja Polska has made a great sporting event. Jacek Kurski explained this fact by the fact that it results from the policy of the company leading to the overcoming of Nielsen's monopoly on the Polish market. – For the first time in history, we have not relied on Nielsen's audience measurement. We showed the market that in our opinion the results of the matches are higher and he admitted that we were right – commented Kurski.
The average audience of all games ended in the TVP1 or TVP2 show was 3.15 million people. On TVP Sport, all meetings were watched by an additional 932 thousand. viewers, and the total audience of analyzed duels broadcast on the main antennas and in the sports station was 4.08 million people. At least one minute of broadcast of this year's World Cup was watched by 30.72 million viewers, or 86.60%. The total population of our country (persons aged 4 years and over with a television set)
In turn, advertising the price lists of World Cup meetings broadcast on TVP1, TVP2 and TVP Sport amounted to PLN 232.40 million. In comparison, four years ago, the public broadcaster paid PLN 153.8 million for matches, and eight years ago PLN 126 million. However, it must be remembered that these are the details of the rate card that do not include discounts.
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