Description
Purpose of the studyThe current state and development prospects of the free television market in Russia.
Objectives of the study:
1. Volume, growth rates and development dynamics of the free television market in Russia.
2. Volume and growth rates of free television production in Russia.
3. The volume of imports to Russia and exports from Russia of free television.
4. Segments of the free television market in Russia.
5. Structure of consumption of free television in Russia.
6. Shares of federal TV channels on the free television market in Russia.
7. The competitive situation in the market of free television in Russia.
8. Forecast of the development of the free television market in Russia.
9. Major events, trends and prospects for the development of the market (in the next few years) of free television in Russia.
10. Factors determining the current state and development of the free television market in Russia.
11. Factors hindering the growth of the free television market in Russia.
12. Key elements of the state program for the development of the free television market in Russia.
Object of study
Free TV market in Russia.
Methods of data collection and analysis
The main method of data collection is the monitoring of documents.
The main methods of data analysis are the so-called (1) Traditional (qualitative) content analysis of interviews and documents and (2) Quantitative (quantitative) analysis using software packages that our agency has access to.
Content analysis is performed as part of Desk Research (desk research). In general, the purpose of a desk study is to analyze the situation on the free television market and obtain (calculate) indicators characterizing its state now and in the future.
Sources of information
1. Databases of the Federal Customs Service of the Russian Federation, Federal State Statistics Service of the Russian Federation (Rosstat).
2. Materials DataMonitor, EuroMonitor, Eurostat.
3. Printed and electronic business and specialized publications, analytical reviews.
4. Internet resources in Russia and the world.
5. Expert surveys.
6. Materials of participants of the domestic and world markets.
7. The results of research marketing and consulting agencies.
8. Materials of sectoral institutions and databases.
9. Results of price monitoring.
10. Materials and databases of UN statistics (United Nations Statistics Division: Commodity Trade Statistics, Industrial Commodity Statistics, Food and Agriculture Organization, etc.).
11. Materials of the International Monetary Fund (International Monetary Fund).
12. Materials of the World Bank (World Bank).
13. WTO materials (World Trade Organization).
14. Materials of the Organization for Economic Cooperation and Development (Organization for Economic Cooperation and Development).
15. Materials International Trade Center.
16. Materials Index Mundi.
17. Results of the DISCOVERY Research Group.
Sample size and structure
The procedure of content analysis of documents does not involve the calculation of the volume of the sample. All documents available to the researcher are subject to processing and analysis.
Summary:
In December 2017, the marketing agency DISCOVERY Research Group completed a study of the free television market in Russia.
The number of television receivers and their functional characteristics affect the amount of television viewing and channel selection. The more televisions in the household, the more they watch TV.
In 2016, half (52%) of urban households treated with one television receiver, one third (33%) had two televisions, and 15% of urban families had three or more television receivers in the house.
As of September 2017, the first and second multiplexes are broadcast in 85 regions of Russia. The total coverage of the first multiplex is over 94% of the population, the second - 67%. The transmitters of the second multiplex are installed in cities with a population of more than 50 thousand people.
Top 10 TV channels have 65.8% of the audience in 2016.
The leading channel is Russia 1 - 12.9% of the audience. In second place is Channel One - 12.7% of the audience. This is the second time that Channel One lost the lead - in 2012, NTV became the leader (14.0%). Closes the top three NTV - 9.3%.
In recent years, NTV has lost its audience (as well as Channel One), and in 2016 its share fell for the first time below 10%. Only Russia 1, the only one among the three federal channels, managed to increase its audience a bit in 2016 and take the lead with a slight advantage.
The development of the free television market in Russia is influenced by the following factors: the decline in Russian confidence in information on TV, the impact of regional television development on the free television market in Russia, the creation of the National Advertising Alliance, changes in the structure of media consumption, the direct dependence of the duration TV viewing from household equipment, the definition of a new television meter, etc.
Brief description of the study
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