TV AUDIENCE RESEARCH- November-December 2004. -

MEDIA CENTER, Belgrade 18.01.2005.

Organized by:

Realization: &

INTRODUCTIONINTRODUCTION This survey on TV audience, whose main results are presented in this report, is

the ninth in a row since 1998. The research is organized by IREX, and realized by Strategic Marketing & Media Research Institute, Belgrade. This is one of the largest surveys on TV audience realized in our country.

Purpose of all of the survey was to measure the audience of the most significant TV stations, as well as the audience of TV stations members and affiliates of ANEM.

The survey was conducted in the period of November 29 – December 5, 2004. Data were obtained in the same manner as in the previous surveys, through

combination of two TV measurement methods: on the basis of Diary, kept by the respondents from the territory of Serbia without Kosovo (all members of the selected households were aged 4+, a total of 4473 respondents) and on the basis of electronic TV audience measurement realized through peoplemeters and field research (average daily sample size: 2610 respondents, audience evidenced by minutes, provider of data AGB Strategic Research).

Average daily sample size: 8281 respondents.

CITIES INCLUDED IN THE SURVEYCITIES INCLUDED IN THE SURVEY

AVERAGE DAILY TV AUDIENCEAVERAGE DAILY TV AUDIENCE29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+

22.3 %

32.0 %

43.8 %

77.0 %

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

National TV stations Local Regional Foreign

DATA REPRESENT THE AVERAGE NUMBER OF PEOPLE IN PERCENTAGE, WHO HAVE WATCHED THE PROGRAM OF ONE OF

TV STATIONS FROM THE GIVEN GROUP FOR AT LEAST 1 MINUTE

AVERAGE TV AUDIENCE BY HOURSAVERAGE TV AUDIENCE BY HOURS 29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+

27.7

33.4

38.7

43.1

46.1

38.8

26.9

14.816.4

20.6

25.3

30.5

34.5

9.7

22.6

20.017.9

16.916.016.316.014.2

11.1

47.2

12.211.511.9

37.6

35.3

19.7

29.2

12.011.811.0

9.2

14.0

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

0700

-075

9

0800

-085

9

0900

-095

9

1000

-105

9

1100

-115

9

1200

-125

9

1300

-135

9

1400

-145

9

1500

-155

9

1600

-165

9

1700

-175

9

1800

-185

9

1900

-195

9

2000

-205

9

2100

-215

9

2200

-225

9

2300

-235

9

2400

-245

9

%

TV Total

Nacionalne TV staniceNational TV stations

AVERAGE SHARE OF TV AVERAGE SHARE OF TV AUDIENCEAUDIENCE

29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+

National75.2%

Local10.2%

Foreign 7.8%

Regional6.8%

TV AUDIENCE BY HOURS ON WEEKDAYS TV AUDIENCE BY HOURS ON WEEKDAYS AND WEEKENDS AND WEEKENDS

29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+

0

5

10

15

20

25

30

35

40

45

50

0700-0759

0800-0859

0900-0959

1000-1059

1100-1159

1200-1259

1300-1359

1400-1459

1500-1559

1600-1659

1700-1759

1800-1859

1900-1959

2000-2059

2100-2159

2200-2259

2300-2359

2400-2459

2500-2559

Radni dani

Vikend

WEEKDAYS

WEEKENDS

20 LO20 LOCALCAL TV STA TV STATIONS WITH LARGEST TIONS WITH LARGEST TOTAL WEEKLY AUDIENCETOTAL WEEKLY AUDIENCE

29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+

DISPLAYED DATA REPRESENT THE NUMBER OF PEOPLE WATCHING THE PROGRAM OF ONE OF MANTIONED TV STATION, FOR AT LEAST 1 MINUTE DURING ONE WEEK PERIOD

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 550,000 600,000 650,000

*Sremska TV - Šid

#TV Čačak

*Jedinstvo - Novi Pazar

TV Subotica

TV RITAM - Pančevo

#TV PANČEVO

#Gradska NTV Niš

DELTA Novi Sad

#RTV Kraljevo

#TV Kragujevac

*RTK Kruševac

Kanal 9 - Novi Sad

K9 - Kragujevac

TV Panonija - Novi Sad

IN - Kragujevac

Belle Amie - Niš

TV Jesenjin - Novi Sad

PALMA+ Jagodina

MOST - Novi Sad

TV 5 - Niš

COV

20 LO20 LOCALCAL TV STA TV STATIONS WITH THE TIONS WITH THE AVERAGE NUMBER OF VIEWERSAVERAGE NUMBER OF VIEWERS

29.11.2004 – 05.12.2004, SERBIA WITHOUT KOSOVO, POPULATION 4+, AVERAGE WEEKLY AUDIENCE 24 HOURS A DAY

0 1000 2000 3000 4000 5000 6000 7000

DELTA - Novi Sad

*Jedinstvo - Novi Pazar

#Gradska NTV Niš

TV RITAM - Pančevo

*Sremska TV - Šid

*Spektri - Bujanovac

IN - Kragujevac

#TV 5 - Užice

#TV ČAČAK

#TV PANČEVO

Kanal 9 - Novi Sad

TV Panonija - Novi Sad

*RTK Kruševac

TV Jesenjin - Novi Sad

#TV Kragujevac

#RTV Kraljevo

MOST - Novi Sad

Belle Amie - Niš

PALMA+ Jagodina

TV 5 - Niš

AMR

15 TOP15 TOP LOCALLOCAL TV TV STATIONS BY AUDIENCE STATIONS BY AUDIENCE SHARESHARE

0 2 4 6 8 10 12

*RTV Vranje

TV M Vranje

TV Subotica

#TV Kragujevac

*RTV Zaječar

Rubin Kruševac

*RTK Kruševac

Regionalna - N.Pazar

#TV 5 - Užice

#RTV Kraljevo

TV 5 - Niš

*Jedinstvo - Novi Pazar

*TV BOR

*TV Preševo

*Spektri Bujanovac

TREND TREND OF INCREASE OF TOTAL TV OF INCREASE OF TOTAL TV AUDIENCE OF ANEM MEMBERSAUDIENCE OF ANEM MEMBERS

24.1

23.2

21.6

18.6

12.3

5.6

66.1*

51.0*

37.4*

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0

Nov.-Dec.2004

Oct.-Nov.2003

Dec-02

May-02

Nov-01

May-01

Nov-00

May-00

Jun-98

* Peoplemeters + Diary* Peoplemeters + Diary

TREND TREND OF INCREASE OF TOTAL TV AUDIENCE OF INCREASE OF TOTAL TV AUDIENCE OF ANEM MEMBERS AND AFFILIATESOF ANEM MEMBERS AND AFFILIATES

28.5

29.5

24.1

21.9

12.3

5.6

69.7*

55.4*

40.4*

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0

Nov.-Dec.2004

Oct.-Nov.2003

Dec-02

May-02

Nov-01

May-01

Nov-00

May-00

Jun-98

* Peoplemeters + Diary* Peoplemeters + Diary