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– The Mundial has proven to be a great success of TVP, both in terms of viewing and revenue – said TVP President Jacek Kurski at a special press conference in Warsaw . During the World Cup, TVP showed 886 hours of live broadcast matches and match studies.
World Cup in TVP. Nielsen's data and his own measurement
The president of TVP stated that the system of measurement of viewing in Poland was "in pathology". According to TVP's calculations, in the case of the World Cup, the gap between Nielsen's measure and the measure, which TVP calls the "actual viewing model", was 38%
. to be defeated
– said Jacek Kurski and added that "it is impossible to conduct fair competition, honest work on the television market, having such deep differences". He noted that the measure depends on advertising revenue.
– Despite the visible increases in the TVP 1 and TVP 2 audiences, the average audience of the main antennas of the commercial competition has been walled up. As if these viewers of competitive commercial stations were not at all interested in the World Cup, – said Kurski.
How much TVP won at the World Cup?
Jacek Kurski reported that TVP earned PLN 10 million "purely". The expenses of TVP amounted to PLN 67 million, the revenues amounting to PLN 77 million. The portal virtualnemedia.pl recalls that TVP won PLN 38 million at the 2014 World Cup, while in 2010 it was PLN 38.7 million
– If we set the prices according to the Nielsen package, he would win we are 50% less compared to what we have won in a price list – explained the president of Telewizja Polska.
We can not tolerate such a situation for a long time. I will inform our company, as the supervisory board, that something must be done for the telemetry market in Poland
– said Jacek Kurski. – We are losing hundreds of millions of zloty on an unfair evaluation of advertising – the CEO of TVP has finished
The dispute with TVP with Nielsen
PST is not the first time to criticize the measures of visibility of Nielsen. Compares them with the results of measurements based on data of about 180,000. Netia's customers (he calls it MOR, or the true visualization model). In this second measure, the TVP programs obtain higher results than in the Nielsen study
What difference between these two measures was explained by Nielsen himself. Nielsen reported that he was taking measurements from different TV signal providers, Netia only measuring his signal. Nielsen also pointed out that his research panel is representative of the entire population and illustrates the demographic structure broken down into variables such as age, gender, level of education and place of education. residence. The measure of Netia is representative only for its clients – Nielsen said
What else? – We measure how the public watches television, and in the case of RPD (a measure based on Netia's customers – ed). We only know on which channel the decoder was activated – says Dariusz Gumbrycht, head of service at Nielsen Audience Measurement, quoted by wirtualnemedia.pl.
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