The FINANCIAL — In September 2010 average viewers spent 312 minutes on TV viewing, and in September 2011 this figure had risen to 319 minutes, whereas in September 2012 the average viewing time has reached 339 minutes according to TVMR GE, Nielsen Television Audience Measurement.
“Over the past years we have not been often pampered by the opening of a new TV season in September. This year, however, the leading Georgian TV channels were not overdue and offered the renewed programming and television projects straightaway from September. This was further accompanied by the peak of the election campaign reflected in the sharp increase of TV viewing in comparison with the previous years. For example, in September 2012 the average viewing time has reached 339 minutes,” TVMR GE notes.
According to TVMR GE, the TV consumers’ preferences have been clearly revealed in the top 10 programs, were the top first of the month was held by the broadcast of the September 11, 2012 Georgia – Spain football match.
"With activation of the "Must Carry" principle, the TV technical coverage problems had been resolved with channels using only cable and digital broadcasting licenses. Their ratings have significantly increased within the population, who receive TV programs broadcast only through digital or analog cable networks, internet and satellite dish antennas; the mentioned growth has been, therefore, reflected in the results from total individuals of the study area, as well,”TV MR GE notes.
“By the May 2012 status, the 7 major cities where the population exceeded 45,000 – the integrated rate of all types of cable, internet and digital broadcasting had approached 60% with reference to the total number of population in these cities to whom, after the activation of the “Must Carry” principle, the following channels for example became available: Maestro, Channel 9, Real TV, Caucasia. In accordance with the overview of the September and October data the TV viewing continues to increase,”TV MR GE says.
“From the point of view of the target audience – Total Individuals, if compared to the September figures, Imedi’s rating from October 1 to 21 has increased by 15%; Rustavi 2 -'s rating increased by 32% – Maestro’s – by 35% Channel 1‘s – by 3%, and Channel 9-th rating increased by 26%. A certain prerequisite for the general increase of ratings is, of course, a seasonal increase of TV viewing, which is observed every year in the autumn and reaches its peak by the New Year’s holidays. However, a seasonal TV viewing fluctuations factor is equally valid for all channels, whereas the growth tendency, as shown on the chart, seems to be different for the leading five Georgian TV channels,”TVMR Ge says.
“If we analyze the main news programs of the five leading Georgian TV channels, it will become clear that the ratings of Maestro and Channel 9 news programs have higher figures in the households where they have access to cable and digital and then in the Total Individuals, but main news programs of Channel 1, Rustavi 2 or Imedi have higher ratings in target audience Total Individuals in September, October 2012,”TVMR GE.
Accordingly to TVMR Ge, the pre-election campaign had a huge impact on the behavior of television audience; and social-political talk-shows were distinguished with quite high ratings.
“In order to analyze the situation we have chosen three social -political programs from each channel with the highest ratings. For September 2012 Channel 1-Aqtsentebi had AMR 4.92% by total individuals and 4,70 by households with cable, Channel 1 Debatebi 6,97% by total individuals and 6,72 by household with cable. Channel 1-Vakho Sanais Reportazhi 2,98% by total individuals and 3,05 by households with cable,” TVMR GE says.
“Imedi Spetsialuri Reportazhi 5,74% by Total Individuals and 3,48 by Household with Cable. Maestro Kviris Reportazhi 2,26% by Total Individuals and 3,48% by Households with Cable, maestro Argumentebi 1,79% by Total Individuals and 3,12% Households with Cable. Channel 9 Deteqtori 0,89% by Total Individuals and 1,36% by Households with Cable. Channel 9-Anatomia 1,22% by Total Individuals and 1,86% by households with Cable, Channel 9 Eka Beridzis Pirdapiri saubrebi 1,02 % by Total Individuals and 1,55% by Household with Cable, Rustavi 2-P.S. 8,75% by Total Individuals and 6,11% by Households with Cable,”TVMR GE says.
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