Time-shifted TV audience in Bulgaria

1. Time-shifted TV audience
in Bulgaria

2. Introduction
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3. Introduction
• Nielsen Admosphere Bulgaria runs a national TV audience measurement project
since 2014.
• Currently both live and time-shifted TV viewing are measured and reported.
• Time-shifted TV audience = viewing a program on a TV set later after its live broadcast.
• Various types of devices and/or services enable this: PVR, HDD, IPTV, Smart TV etc.
• In Europe there are about 20 countries in which the time-shifted audience to some
extent is part of the television measurement.
• Most often time-shift up to 7 days is measured (as well as in Bulgaria and the Czech
Republic), rarely occur different maximum number of days (3, 6 or 28).
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4. What is Timeshift viewing and how it can happen?
Timeshift viewing
• Watching of some the TV stations broadcast, but later than the time of live broadcast.
• This delay can be minutes to several days.
Practically Timeshift viewing occurs in many different ways
• Using the "Timeshift" on devices (TVs, set-top boxes) with Hard Disk Drive (HDD).
• "Manual" program recording (at HHD, DVD, USB, etc.) and later watching of it.
• TV archive service usage (video library, back views...) of IPTV or cable operator.
• Using functions of Smart TV and OTT devices (HbbTV, other applications) for accessing
the TV archives.
• Using the TV set as a screen for viewing the TV program played on a computer or
smartphone.
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5. How do we measure it?
Using an audiomatching technology, i.e. by comparing the audio fingerprints from
households with reference databases of the TV stations broadcast – so the methodology
is the same as with live TV audience.
This is the way it is measured in vast majority of developed European countries.
Timeshift audience is measured in all households in the panel and on all the TVs in these
households.
7 days horizon means that we measure viewership up to the end of the 7th day following
the date of the live broadcast (remember that TV day begins and ends at 6:00 a.m.).
• i.e. we mark the TV live broadcast day as the "zero" day, then we measure viewership during „zero“ day,
first, second, ..., up to seventh day, it means we measure in 1 + 7 = 8 days.
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6. How do we report it?
It is reported always to the time of live broadcast – important is not the time when the
viewing happened but what program was viewed (position in the live broadcast).
Data on timeshift viewing of a program (or spot) are delivered to users gradually:
• The next morning you have Timeshift viewing for „Day 0" (= VOSDAL = Viewed On Same Day As Live).
• The next morning figures for „Day 1“ are added etc.
• Complete timeshift audience data (days 0-7) are available only after 7th day from the live broadcast.
In Adwind Kite you can calculate with any subset of live + days 0-7 (defined in the
analyses settings).
The basic indicator of Timeshift TV audience is (as with live) "rating", either as % of TV
population or thousands of viewers
• If someone watches a program in Timeshift „mode“ more than once, rating counts him more than once.
• So we work (as well as all markets) with a cumulative rating.
The total audience (live and timeshift) is defined as a sum of live and timeshift audience,
again according to usual practice.
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7. Timeshifted audience figures
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8. Timeshift audience makes additional 2 %, slightly increasing
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Timeshift TV as % out of live TV
Timeshift makes an additional
2 % of TV audience for 18-49.
This level is comparable to e.g.
Germany, Spain, Italy or France.
USA, UK, Ireland, Netherlands
and Scandinavian countries
exhibit much higher levels
of timeshift TV audience
(5-15 % out of live).
TV Total, all day. Target groups 4+ and 18-49. Period 11.1. 2016 – 1.5. 2016

9. VOSDAL (Viewed On Same Day As Live) makes around 75%
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TV Total, all day. Target groups 4+ and 18-49. Period 1.2. 2016 – 30.4. 2016
Timeshift viewing distribution

10. % of timeshift audience higher for cities and higher socioeconomic groups
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Timeshift TV as % out of live TV
TV Total, all day. Period 1.2. 2016 – 30.4. 2016

11. 69 % of timeshift coming from IPTV households
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Note: Groups defined by the highest reception type used by the household in this order
(from lowest to highest): terrestrial, satellite, analog cable, digital cable, IPTV
Timeshift in split of TV signal reception type
TV Total, all day. Basic target group 4+. Period 1.2. 2016 – 30.4. 2016

12. Nova and bTV groups dominate timeshift similarly to live TV
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Share % of timeshift audience
4+ 18-49
Channel groups, all day. Target groups 4+ and 18-49. Period 1.2. 2016 – 30.4. 2016

13. Which genres are most viewed timeshifted? What about commercials?
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TV Total, all day. Selected genres. Target groups 4+ and 18-49. Period 1.2. 2016 – 30.4. 2016

14. Series and reality shows of bTV and Nova occupy the TOP
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TOP 20 time-shifted programs (sorted according to TG 18-49), Rating 000
All TV channels. Target groups 4+ and 18-49. Period 1.2. 2016 – 30.4. 2016

15. Summary
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• Timeshift viewing makes an additional 2 % of TV ratings in 18-49.
• 75 % of timeshift audience is VOSDAL.
• Time-shifting is relatively higher for cities and higher socioeconomic groups.
• Majority of timeshift viewing comes from IPTV households.
• Nova and bTV dominate the timeshift audience.
• Programs most viewed time-shifted are series and reality shows.
The least ones are news and sport.

16. For further information
contact:
Ivan Genchev │ Executive Director Nielsen Admosphere Bulgaria
E-mail: ivan.genchev@admosphere.bg
Magida Sukkari │ International Business Development Director
E-mail: magida.sukkari@admosphere.eu