Dear colleagues!
Congratulations on the start of the Fall TV season and wishing you high ratings and success in your new projects. And in order to have something to compare with, we recorded the TV viewing figures in August, which you can find in our traditional report.
In August, the total TV viewing ratio (TVR%) dropped by 18% to 5.25%, actually returning to the level that was the case in March 2020. Average viewing time in August fell by 38 minutes, or 14%, while average daily reach fell by only 6%. Recall that during April-July 2020, we observed abnormally high rates of television viewing associated with the introduction of quarantine. And the main intrigue will be the behavior of viewers at the beginning of the fall TV season - will viewers be interested in the projects and program grids of the channels enough to exceed the indicators of the "quarantine" period?
By the end of August, the panel had over 389.2 thousand active households.
The group of sports channels, which showed the largest growth in August, remains the leader in terms of viewing growth. But almost all general viewing channels on the eve of the fall TV season continued to lose their share of television viewing.
Channel groups by genre (type)
In August, the group of general viewing channels continued to lose their share of TV viewing (down 1.92 pp to 53.69%). The share of viewing of the group of entertainment channels in second place also slipped slightly (0.55 pp down to 8.64%). The group of sports channels sharply increased the share of viewing (an increase of 3.23 p.p. compared to the previous month), thanks to which it climbed to third place with a share of TV viewing of 8.44%. Despite an insignificant drop in the share of viewing of film channels on TV (a decrease in August by 0.24 pp to 7.24%), this group managed to stay in fourth place. The group of children's channels, which share of viewingamounted to 7.06%, which is 0.72 pp. below the indicator in July, it is in fifth place. The sixth place is taken by the group of news channels, which share of viewing has increased by only 0.01 percentage points. up to 5.78%. In fact, the indicators of the group of documentary channels remained unchanged (the share of views increased by 0.01 pp), which ranks seventh with a share of 4.54%. In eighth place is the group of TV series channels with a total viewingshare of 1.86% (a decrease of 0.02 pp). The group of music channels (the share of viewing in August decreased by 0.01 pp) holds ninth place with 1.74%.
General viewing channels
In August, the arrangement of the top three channels did not change: channel 1 + 1 retained the leadership, channel Ukraine takes second place, ICTV - third. The 1 + 1 channel had a 10.74% viewing share in August (a decrease by 0.34 pp), while Ukraine channel’s had 9.93% (a 0.36 pp decrease). "Pluses" has generated 532.4 thousand contacts, while for the Ukraine channel this figure was 493.6 thousand. The third place was taken by ICTV channel with a viewing share of 8.29% (a decrease by 0.06 pp and 488.7 thousand contacts). Novy Channel, despite a decrease in the share of viewing by 0.04 p.p. ranks fourth (viewing share 6.51%, generated 461.4 thousand contacts). STB is in fifth place, has lost 0.23 pp in August. (The share of viewing is 6.37%, the number of contacts with the channel is 545 thousand), while Inter channel remains in sixth with 4.90% (the share of viewing decreased by 0.44 p.p., 403.3 thousand contacts were generated ). Overall, the group of general viewing channels gained 4,170 000 contacts with IPTV/OTT households in August.
On weekdays in August, 1 + 1 channel continued to lead, both in prime and off-prime. Ukraine channel is consistently in second place. The third place is occupied by ICTV channel
On weekends, Ukraine channel held the first place, channel 1 + 1 in second place. The third place went to ICTV channel.
Entertainment channels
The undisputed leader of the group, TET channel, practically did not change its indicators in August (a decrease in the share of viewing by 0.02 pp to 3.30%), having generated 344.4 thousand contacts with IPTV/OTT households throughout Ukraine. The average viewing time of TET was 49.5 minutes.
NLO-TV channel is in second place with a viewing share of 1.70% (a decrease of 0.34 p.p.). The share of Mega channel in third place increased by 0.03 percentage points up to 0.60%. UFO-TV had 179.6 thousand contacts with TV viewers, Mega channel - 173.9 thousand. OCE TV was in fourth place with an indicator of 0.57% (an increase of 0.09 percentage points), and the channel Sony Turbo, which is in fifth place (viewing share sank by 0.09 p.p. to 0.46%) In general, the group of entertainment channels gained 1,630 000 contacts with IPTV/OTT households within a month.
Sports channels
During the quarantine period, sports fans clearly missed for football, so the restoration of broadcasts of football battles had a positive effect on the indicators of the channels of this topic. Football 2 channel received the first place with a 4.42% viewing share (an increase of 2.52 p.p.), and the Football 1 channel (a 2.54% viewing share in August, an increase of 1.18 p.p.) second position. Football2 received 265.9 thousand contacts, Football 1 channel was watched by 247.4 thousand households. In third place, with a 0.34% viewing share, is Football 3 (the viewing share decreased by 0.38 p.p., the number of contacts with the channel - 98.3 thousand). The fourth place is taken by Eurosport 1 channel with a viewing share of 0.29 % and 71.3 thousand contacts. Setanta Sports HD ranks fifth with a view share of 0.27% (down 0.46 pp). In total, the group of sports channels has generated about 1, 200 000 contacts.
Movie channels
In August, TV 1000 East continued to hold the leading position (viewer share 1.55%, down 0.25 pp). In total, more than 241,900 unique households connected to IPTV/OTT platforms watched TV 1000 East throughout the month throughout Ukraine with an average viewing of 39.8 minutes.
TV 1000 Action East channel with an indicator of 1.12% (a decrease of 0.06 p.p., the number of contacts - 175.4 thousand) took the second place in the group. The third place in the group is held by ViP Comedy channel (viewingshare 0.82%, drawdown by 0.07 percentage points), which was watched by 151.5 thousand households. The fourth place is occupied by the TV channel Enter Film (viewing share 0.61%, an increase of 0.02 pp). Epic Drama channel (the share of viewing has decreased by 0.03 p.p. to 0.28%) took the fifth place - the channel reached 36.9 thousand households in August. In total, the group of movie channels has gained 1, 650 000 contacts with IPTV/OTT households in August.
Children's channels
The share of viewing of Plus Plus channel sank by 0.39 p.p. to the level of 2.49%, however, the channel remains in the first place, having generated 155.5 thousand contacts in August. Nickelodeon (down 0.31 pp to 1.08%) ranked second, while Cartoon Network (down 0.01 pp to 1.01%) ranks third, respectively. Nickelodeon channel has 57.6 thousand contacts, and Cartoon Network - 24.5 thousand. The fourth place is occupied by Pixel channel, whichviewing share dropped by 0.13 percentage points. up to 0.89%, and the number of contacts was 127.4 thousand. In total, 829.1 thousand contacts with households connected to the IPTV/OTT panel took place with children's channels during August.
News channels
The first place among news channels continues to be held by the channel Ukraine 24, which share of viewing in August grew by 0.09 pp. up to 1.67% (the channel received 235.9 thousand contacts and an average viewing time of 30.2 minutes). The share of viewing of PRYAMIY channel, which ranked second, sank 0.03 p.p. up to 0.87%. The channel received 108.9 thousand unique contacts in August and an average viewing time of 48.6 minutes. Channel 112 showed a viewing share of up to 0.84%, up 0.02 p.p. below its result in July, and ranks third with 143.7 thousand contacts. The average viewing time was 36.3 minutes. Fourth place on News One channel - according to the results of August, its share of viewing was 0.62%, the number of contacts with the channel was 109.5 thousand. Espresso TV is in fifth place (the share of viewing increased by 0.07 p.p. to the level of 0, 44%), which generated 136.4 thousand contacts. The total number of contacts of IPTV / OTT households with the news channels throughout Ukraine in August amounted to 1,490,000.
Documentary channels
The first place in the group continues to be held by Viasat History channel, which share of viewing decreased by 0.06 p.p. up to 0.56% (the total number of contacts with the channel is 97.9 thousand), and NATIONAL GEOGRAPHIC channel takes the second position in the group with an indicator of 0.51% (a decrease of 0.05 percentage points). The number of contacts of the channel with IPTV/OTT households throughout Ukraine amounted to 74.4 thousand. Viasat Explore CEE took the third place with a viewing share of 0.40% (the share of viewing stayed unchanged). History channel (0.38% view share, down 0.11 pp) is in fourth place, while Discovery Science channel is in fifth with 0.34% (up 0.09 pp).
The average viewing time of TV channels - the leaders of the group, was in August: Viasat History -45.6 minutes, NATIONAL GEOGRAPHIC -33.2 minutes, Viasat Explore CEE -40.5 minutes.
In general, the group of documentary channels has generated 1, 500 000 contacts with IPTV/OTT households in August.
TV series channels
The group of channels demonstrating TV series is headed by BIGUDI channel, which received a viewing share of 0.42% (unchanged) and generated 79.3 thousand contacts with IPTV / OTT households in August. In second place is Paramount Comedy channel, which viewing share has increased by 0.05 p.p. at 0.348%. The third place is occupied by FOX channel with a viewing share of 0.346%. In total, the group of TV series channels has gained 455.9 thousand contacts with IPTV/OTT households throughout Ukraine.
Music channels
M1 ranks first - its viewing share dropped to 0.54%, followed by MUSIC BOX UA (viewing share decreased by 0.04 p.p. to 0.38%). EU MUSIC ranks third with a 0.26% viewing share. In total, the group of music channels has received 726.7 thousand contacts in August.
Regional channels
In August, Channel Z remains in first place among regional TV channels with a viewing share of 0.141%. In second place is Donbass channel with an indicator of 0.054%. Channel 4, with a viewing share of 0.034%, is in third place, and Channel 34, with a viewing share of 0.029%, is in fourth place. The next channel, Kiev, has an indicator within 0.0284% of the viewing share. In August, a group of regional channels has received more than 822 thousand contacts with households.