July 2010 newsletter

[ Editorial ]
» World Cup Fever!

[ Interviews ] 
Our clients and partners report on their successes, projects and relationship with Eurodata TV Worldwide.
»  Inter - Elena Durmanova –Director of Analytical Service-Ukraine
»  Marktest - Luis Queiros –Chairman – Portugal

[ What’s new? ]
Sports on TV
»  Exclusive! The final score!
»  The World Cup ignites ratings

We're moving...
»  Come and visit!

Brand New
»  Kid’s TV Report: 2010 issue coming soon!

New: Scripted Series Report
»  Turkish series make a surprise hit

Kids TV Report: A big look through little eyes
»  Stars in their eyes: celebrities and kids’ animation

NOTA
»  Summer Trends

[ Editorial ]

Contact us

[ Interview ]

Tell us about your company’s major success in 2009?
The Matchmakers, a comedy series which tells about the relationships between the parents of two young spouses. Launched in November 2009, the serial became extremely popular and successfully ranked in TOP10 TV programs in Ukraine by the results of 2009.


What are Inter main projects and strategy for 2010?
In 2010 Inter is mainly focusing on verifying its program content to satisfy the tastes and interests of widely diversified audience. The strategy is directed on meeting our slogan «The channel for all family». Among our most perspective projects there is «Made in Ukraine». This comedy show is based on parodies of popular movies, serials etc. Also we continue broadcasting of the first Ukrainian soap opera «The Neighbors».


How does your company use the information provided by Eurodata TV Worldwide?
This year Inter subscribed for NOTA VIP. Thanks to this it is possible for us to be in the know about all the latest events of the media market. We also can research the performances of newly launched programs to make general conclusions about today’s TV viewers



Contact us

Marktest has measured the audience data in Portugal for a long time. What have been the most important improvements in audience measurement in the past few years?
We started TV audience measurement in 1990, just prior to the appearance of private channels, which started broadcasting in 1992. Until 1998, we operated in a complex situation, with two systems producing in parallel (AGB/Marktest and Sofres/Ecotel). In 1999, however, AGB left the market and Marktest Audímetria became the sole provider.
Over the last 12 years cable has been growing fast (40% penetration), as has IPTV, (mainly due to PT/MEO operator), and it now has a penetration of 20%, and is the fastest growing platform.
In recent years, we have made an effort to be aligned with the market, and made the necessary improvements to respond to the changing environment. These have included:
 
- Panel increase from 650 to 1000 households (always with more TV sets per home);
- rating measurement at “second by second” level, with respective software adaptation;
- Introduction of new people meters able to capture set-top boxes data (from main operators);
-upgrade from 2 to 25 in the number of monitored channels (“horodatage” for programming and advertising)
 
 
 
What issues will Marktest have to deal with over the coming years (IPTV Households measurement, analogue terrestrial switch-off, etc.)?
The analogue switch-off will occur in 2012. At that time, the prevalent platforms will be IPTV and Digital Terrestrial. To respond to this new situation, we have already decided (together with the Jic, CAEM) in favor of “sound matching” as the main technology. This new technology will allow a complete independence from the television operators, in the sense that no firmware adaptation in set-top boxes will be needed (with their cooperation), which is the case now.
 
This new technology will also allow the measurement of non-linear viewing (time shift), which is not measured today. Additionally, this new system will be non-invasive, which is an important advantage for obtaining homes’ cooperation.  But the process of channel recognition is very different from the current one, and some concepts must be changed, namely minute audience and spot audience definitions.
 
The investment needed to shift to the new system, will impact the price of the service to the customers. This is an additional issue, especially in a depressive economic environment. Some clients are even considering reducing sample size, in order to maintain the present level of price.
 
 
Marktest has been working with Eurodata TV Worldwide for more than 10 years. What place does international business with Eurodata TV hold within Marktest's strategy?
Marktest has enjoyed the privilege of working together with Eurodata TV and Mediametrie for more than 10 years, and this relationship allowed for the international distribution of Marktest data. Being a “small” country, the revenue is not as high as we would like it to be, but it is important. And we appreciate the professionalism of the Eurodata team, and the terms of the win-win business relation.
 
Through other companies of our group (Markdata and Midialog) we are proud to have contributed to the development of major crossed audiences analysis software for Eurodata TV. We hope that, in the future, this cooperation will allow new developments. We want to provide an even better service for our clients, offering more detailed data about their multi-platform audience content.


 
Contact us

Sources: Eurodata TV Worldwide Relevant Partners – SAARF TAMS (South Africa), Auditel / Nielsen TV Audience Measurement (Italy), CSM Media Research / Kantar Sport (China), AGF GfK Fernsehforschung (Germany), Médiamétrie / Médiamat (France), Stichting Kijkonderzoek (The Netherlands), Kantar Media (Spain) – All rights reserved

More information

For further information about “Yearly Sport Key Facts - 2010 issue”, please click here

Florent Simon, Sport Sales Manager - fsimon@eurodatatv.com
Tel: +33 (0) 1 71 09 93 07

Louis Mauran, Head of Sports Services - lmauran@eurodatatv.com
Tel: +33 (0) 1 47 58 36 56

Even after the first round of the FIFA World Cup in South Africa, Eurodata TV Worldwide and its partners had already registered amazing TV ratings all around the world even in non-participating countries.

In China, local sport channel CCTV5 broadcast with success the match Argentina vs South Korea, delivering an average audience of 39.7 million viewers.

Also in Asia and despite the time difference, South Korean broadcaster SBS gathered 7 million viewers for South Korea vs Greece, the best TV audience since February 2007.

Local South African broadcaster SABC1 exceeded 8 million viewers supporting the Bafana Bafana for the first two matches: 1 million more than the 2009 FIFA Confederations cup semi final which saw South Africa take on Brazil.

Germany progressed to the last 16 for the 15th time in 15 World Cups and viewers still like it. They were more than 29.2 million to see their team win their last group match against Ghana on ARD. This TV audience is just below the 2006 semi final Germany vs Italy broadcast on ZDF (29.7 million).

Despite the elimination of France and Italy, TF1 in France gathered 14 million fans and Italian broadcaster RAI1 17 million which in each case may well remain the highest TV ratings of 2010.

The football industry is surely hoping that ‘soccer’ will continue to grow in the USA, following their game against England which gathered 14.2 million viewers on ABC and Univision and their last match versus Ghana which scored the largest soccer audience in history with 19.4 million viewers.

All the results of the 2010 Vancouver Olympic Games, FIFA World Cup and all other major events worldwide are available through Eurodata TV Worldwide’s unique platform.  Comprehensive analysis and all TV ratings will be available in the 2010 edition of the “Yearly Sport Key Facts” report.

Sources: Eurodata TV Worldwide - SAARF South Africa, AUDITEL  Italy, MMS Sweden, CSM Media Research China, Nielsen Audience Measurement South Korea, AGF GfK Fernsehforschung Germany, Mediametrie France, Nielsen Media Research USA – All rights Reserved

More information

For further information about “Yearly Sport Key Facts - 2010 issue”, please click here

Florent Simon, Sport Sales Manager - fsimon@eurodatatv.com
Tel: +33 (0) 1 71 09 93 07

Louis Mauran, Head of Sports Services - lmauran@eurodatatv.com
Tel: +33 (0) 1 47 58 36 56

Don’t forget that as of Monday 16th August Mediametrie and Eurodata TV will be operating from their new address at:

70 rue Rivay,
92300 Levallois–Perret
France

There will be no change in our email and phone contact details, so there shouldn’t be any problems with getting in touch. Come and visit us, we’d love to show you around!

More information

Alexandre Callay, Eurodata TV Director - acallay@eurodatatv.com
Tel: +33 (0) 1 47 58 36 24

Your indispensable Kids’ TV Report is back for its second edition, due to be published this September. With extra channels (including 13 new Italian youth channels), extra country options and improved layouts, the report is more comprehensive than ever, giving you unique insight into children’s TV markets across Europe and beyond.


     Including:

-    Programming grids and ratings performances of all the channels covered.

-    Overview of the developments in each market.

-    Channel profiles and strategies.

-    Top rated preschool and tween properties in each territory.

-    Monthly brand barometer following the performance of key titles
   

For 2010 you’ll find not only all the hits, trends and kids’ programming strategies from network and thematic channels in the UK, France, Germany, Italy and Spain, but you can also choose to add Denmark, Netherlands, Poland, South Africa, Sweden, Russia or the United States to the package for a supplementary fee

More information

For further information about “TV Kids Report - 2010 issue”, please click here

For a while now Eurodata TV has been noticing the soaring popularity of Turkish series through Arabic countries and Eastern Europe, as they have successfully taken on Egyptian and Lebanese formats for leadership in the Middle East. The most emblematic of these hits has been Gümüş (Silver), translated into Noor in Arabic, whose success has been usually explained by its mix of Muslim culture – i.e. arranged marriage and family traditions - and western influence – i.e. sexual liberation and gender equality. The main male actor of the soap, Kıvanç Tatlıtuğ, a blond actor with blue eyes who is said to be the most handsome man in Turkey, has since become a star throughout the Arabic countries.

One country where Gümüş has proved especially popular is Bulgaria, where a broadcast of the series was the most watched programme of 2009 (all genres combined) with 1.96 million viewers, for a market share of 60.4%. The 2009 One Year TV Report published by Eurodata TV Worldwide also tracks another series that triumphed in the region: Binbir Gece (Thousand and one nights) was the most watched programme of the year in Macedonia, and also ranked in the top 10 in Morocco.


These successes abroad are not only due to a winning mix of East and West, however, but also by the strong taste of the Turkish for their own series, which encourages production: out of the 10 most successful programs in Turkey in 2009, 8 are series, and all of Turkish origin. In contrast to the European countries that are all giving in to US series, the biggest successes in Turkey remain Turkish. And this is true for young adults as well. This year, the melodramas Yaprak Dökümü (Falling Leaves), Aşk-ı Memnu (Forbidden Love), and Hanımın Ciftlik (My Lady’s Farm) and the thrillers Kurtlar Vadisi Pusu (Valley of The Wolves Embush) and Ezel (Eternity) have topped the list of the best performing series in Turkey. After the success of South American telenovelas abroad, only time will tell if Turkish series too can turn themselves from regional hits into international phenomena!

Methodology: Averaged top 10 best performing scripted series, broadcasted between 19:30 and 23:00. Programs with less than 4 airings are excluded. Ranked on Ratings (000), then Market Share %.
Period: September 2009 – May 2010.
Channels: KANAL D, SHOW TV, ATV, STAR, FOX, SAMAYOLU TV, KANAL 7, TRT 1

Sources: Eurodata TV Worldwide / AGB Nielsen Media Research / TIAK /TNS TV Plan

More information

For further information about “Scripted Series Report”, please click here

Thanks largely to The Simpsons, viewers have become accustomed to seeing well known faces getting the cartoon treatment, however over the past few years the phenomenon has been spreading into more purely ‘children’s’ animation. Matching the right celebrity to the right show can create a partnership that is both a bonus for the viewer and beneficial for all concerned, however the financial outlay involved can be high, and the wrong choice costly in more way that one!

It’s not just the attention of the kids that the shows want to catch, but also their parents. International stars such as Beyoncé, who made an appearance as the singer Shine on Wow! Wow! Wuzzby last year, can improve the program’s notoriety across all demos. When the four episodes starring the singer were shown on Nickelodeon US last April, they gathered an average audience of 1.75 million (individuals 2+), a clear improvement on the program’s 2009 average for the channel of 1.49 million viewers. The channel will be hoping to score a similar hit this week for its airing of a 30 minute Spongebob Squarepants special starring Victoria Beckham as mermaid queen Amphitrite.

Although such big name one off appearances are useful for drawing attention to the program, more permanent arrangements with carefully chosen personalities can raise the profile of the show right from the word go. In the UK, for example, the cartoon Roary the Racing Car is narrated by the British Formula One legend Sir Stirling Moss, who will soon be joined by the well known racing commentator Murray Walker. Although the pre-schoolers themselves may not have heard of them, such names nonetheless raise the show’s profile and have helped it to become one of the most popular kids’ shows on Five, with an average market share of 14.5% among children 4 – 6 over 2010 so far. Similarly, in France, the basketball player Tony Parker is lined up to star in a series for M6 by the name of High 5, to air in early 2011, which will centre on his role as a street basketball coach.

The sometimes risky aspect of entrusting your brand’s image to a third party, however, has been illustrated over the past week at France 3. The broadcaster had arranged for the French international footballer Nicolas Anelka to star in their animated kids’ football series Foot 2 Rue, in a two episodes screened this month with the World Cup in full swing. Unfortunately, the week before the episodes were shown, Anelka was dismissed from the national squad and sent home for insulting the coach. The animated Anelka’s messages about sportsmanship and putting the team first thus fell a little flat.

Nonetheless, it seems unlikely that such occurrences will put other formats off taking a chance on celebrity guest stars, and while the stars themselves continue to claim they enjoy taking part as much as they do, we can expect to see more and more well known faces taking animated form over the years to come.

Sources: Eurodata TV Worldwide / BARB – TNS UK / Nielsen Media Research

More information

For further information about “TV Kids Report - 2010 issue”, please click here

Summertime is always a period of relaxation and entertainment. NOTA, the online monitoring of trends in TV programming and audiences ratings of Eurodata TV Worldwide, has been analysing how the last few summers have seen strong bets on entertaining TV viewers. And this summer is no exception.

With games, the trend goes to very simple games with easy rules, in which, more than specific skills or knowledge, it is intuition which is most required. If intuition has been a noticeable trend in game shows since 2007 with formats such as Pokerface (Fremantle) or Set for Life (Endemol), to name a few, it doesn’t seem to be going away. With The Million Pound Drop, the new Endemol gameshow launched on Channel4 in the UK, betting on your instinct remains the key strategy.

In this game show, contestants are given £1million and must answer eight questions by betting a portion of the money on trap doors bearing the answer that they believe to be correct. They are challenged with tough general knowledge questions, but face losing money every time they give a wrong answer and their gamble fails. Aired on weekdays, The Million Pound Drop attracted almost 2.2 million TV viewers and with a 10.8% market share average among all individuals, it outperformed the standard of the channel by 3 points.

In the USA, the trend is also prevalent with the new Fremantle format entitled Downfall, recently launched on ABC network. This quiz show puts contestants on top of a 10-story building to see who has the focus and fearlessness to avoid his/her own "downfall", literally. Along the way, they'll have the chance to win million and a slew of other prizes. In each round, the contestants try to answer the questions before their prizes and cash go over the edge of the building, causing them to crash 100 feet onto the street. Contestants have two options if they are struggling to answer: "Surrender a Personal Possession" or "Friend on the Belt". If the contestant can't beat the clock, a personal material possession or their loved one will go over the edge of the building and plummet (with a decelerator harness to soften the fall for the friend). The premiere attracted 5.7 million TV viewers with a 5.2% market share. Though spectacular, the program recorded a lower performance than the standard of the channel.

As for France, TF1 is testing a new midday game show with Les 12 Coups de Midi, adapted from Argentinean format El Legado. This daily game show, hosted by Jean-Luc Reichmann, is based on a quiz show with general knowledge questions where the contestants are eliminated at each round leaving their legacy/money to another contestant. In direct competition with France2’s format Tout le Monde Veut Prendre sa Place (Hold on to Your Seat), the premiere attracted 2.9 million TV viewers and reached a high 30.3% market share among all individuals.

And summertime is only just beginning… Discover all the latest ratings boosters and follow their performances worldwide with NOTA.

Sources: Eurodata TV Worldwide / Barb / Nielsen Media Research / Mediametrie - Mediamat

More information

For further information about “NOTA Services”, please click here

Alexandre Callay, Eurodata TV Director - acallay@eurodatatv.com
Tel: +33 (0) 1 47 58 36 24

Noële Rigot, Head of NOTA Services - nrigot@eurodatatv.com
Tel: +33 (0) 1 47 58 36 44