Audience Research

September 2011

Presentation Outline

• Main Findings • TV Market & Mreza • Radio Market & KOSMA • Internet • Recommendations

Research Methodology

• Face-to-Face Survey • Sample Size of 1,200, Adults 15+ • Based on population size of 145,082 • Fieldwork Dates: June 14-29, 2011 • Conducted by UBO Consulting

TV MREZA Key Audience Data

Rating Rating 00's Cum Reach % Cum Reach 000's Daily Reach % ATS mins TTS Share % June 2010 Nov 2010 0.24* 341 29.2

17,731 12.8

28 3.4

0.35* 502 30.7

18,500 15.3

39 4.8

June 2011 0.5

725 34* 20.3

12 46 6.4

Mreza Audiences Increasing

• TV Mreza’s performance continues to improve, with significant gains shown during this round of research – The TV Mreza network has 14 percent share of the market, falling behind only RTS1 and tied with PINK and PRVA TV – Viewers are loyal, tuning in often and watching for long stretches – spending on average 46 minutes a day watching TV Mreza programming

TV Daily Reach

20 18 16 14 12 10 8 6 4 2 0 18 17 15 12 8 5 5 4 4 4 3 Pi nk T V RT S 1 PR VA T V TV Mr ez a B9 2 TV Av al a T V Spor t K lub RT S 2 DM Sa t T V BN T V Ha ppy T V • TV Mreza’s competes well with more established commercial television stations, coming in fourth after Pink TV, RTS 1 and PRVA TV • This is a significant increase from previous waves of research

TV Market Share

• The TV Mreza network has 14 percent share of the market

TOTAL VIEWERSHIP

Total Viewership/12 months

RTS 1 TV Mreza AVALA TV RTS 2 BN TV B92 INFO RTK RTL TV 0% 10% 20% 30% 40% 50% 60% 70% 80%

Average Viewing Times

• Sport Klub and TV1000 have the highest average daily viewing with 66 minutes each. Falling not far behind is TV Mreza with viewers spending an average 46 minutes watching daily

3,40%

Key Audience Data

TTS Share

4,80% 6,40% июн 2010 ноя 2010 июн 2011

TV Viewing Times

• Peak TV viewing times are between 18:00 and 23:00 with a morning peak at 8:00

TV Trustworthiness

14%

TV Mreza Trustworthiness

34% 29% 23% Very trustworthy Somewhat trustworthy Somewhat untrust worthy Very untrust worthy • National Serbian channels are most trusted. However, stations in the TV Mreza network have relatively high trustworthy ratings, in particular TV Most, with 45 percent .

• Looking at TV Mreza channels as a whole, we see that a majority, 52 percent find them to be at least somewhat trustworthy

Audience Demographics

TV Audience by Household Wellbeing We can afford to buy whatever we want 3% 6% 20% 28% We can afford to buy certain expensive goods such as a TV set or a refrigerator We have enough money for food and clothes and can save a bit, but not enough to buy expensive goods such as a TV set or a refrigerator We have enough money for food, but buying clothes is difficult 19% 23% 44% 53% Rest of pop TV Mreza We don't have enough money even for food 2% 1%

• TV Mreza viewers are generally older and slightly worse off financially than the overall population • In other ways, gender, education, employment ect., Mreza’s audience mirrors the overall population

Slobodno Srpski

• For a program on air for less than a year, it has made its mark – Twenty-one percent of respondent know the show by name – Of those, 40 percent have watched at least one or two episodes and 26 % watched more then 10 episodes – Sixty-five percent watch on local TV stations, 35 percent watch via internet

Radio Reach and Listening

• Radio has a daily reach of 33 percent, which translates into a daily audience of 47,877 persons • Peak radio listening times are between 12:00 and 14:00

Radio Market Share

VITEZ 3% HERC 2% KLLOKOT 3% KAMENICA 1% IMPULS 2% KISS 2% RTS 2% HIT LASER 4% RADIO MARKET SHARE BUBAMARA 1% GORAZDEVAC 1% BORZANI 1% BLUESKY 1% GRACANICA 20% MIR 12% MAX 7% KONTAKT PLUS 7% KOSOVSKA MITROVICA 10% KIM 12%

• When five radio stations which make up KOSMA Network are merged, then KOSMA Network has the highest market share of 24 percent. • As an individual station, Radio Gracanica dominates with 20 percent share

Internet Access

• Forty-one percent of respondents use the internet on a daily basis, indicating that those that use the internet are active users going online often • A majority of internet users, 53 percent, go online from their own homes, evidence that many users have their own personal computers • The most common connection, is high speed DSL or ADSL, with 42 percent reporting this type of high-speed access

Internet Use

• The greatest percentage of respondents use the Internet daily to read news and watch videos (TV programs, news reports, video clips or movies) • These active and advanced web users present an opportunity for both broadcasters and advertisers

Recommendations

• Continue to build on existing strength as a niche news and information provider • Focus on more programming targeting youth • Maximize programming at peak viewing time • Cross-market TV, internet and radio • Invest further in website development, particularly to capture younger audiences

Thank You!

Questions? Comments?

This research was supported by the Strengthening Independent Minority Media program, implemented by IREX and funded by USAID.

www.irex.org

This research is made possible by the support of the American people through the United States Agency for International Development (USAID). The contents of this research are the sole responsibility of TV Mreža and do not necessarily represent the views of USAID or the United States Government.

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