“CTC Media” monetizing the popularity

5第五月 2012 / 俄国 / 评论禁用

fact that since the beginning of 2012 meter TV ratings company TNS started a gradual increase in the proportion of sample households with more than one TV in the house. This change was part of the annual adjustment of control parameters of the project to measure the audience of TV. 在此背景下, increased the amount of TV viewing.

According to TNS, in the first quarter of 2012 the volume of television audiences in cities with a population of more than 100,000 people reached 11.557 million people against 10, 514 million in the first quarter of last year.

growth of so-called TV-watching, probably partly helped “CTC Media”. In I quarter included the holding channels “Pepper” and “家,” recorded the highest audience share – 2.6% and 和% 分别. 进行比较, in the first quarter of 2011 the corresponding figures for channels were 2.0% and 2.8%. A slight decline in the share recorded a CTC, which figure in the first quarter of 2012 是 11% versus 11.2% for the same period last year.

«Clearly define what is our contribution to the formation of the channel programming grid to achieve record levels, and that was the result of changes in the panel – it is very difficult,” – says acting Director General of “CTC Media” Boris Podolsky.

CTC Media. Inc was founded in 1989. The largest shareholder is the Swedish Modern Times Group, 哪些控件 38.3%. 关于 25.3% of shares owned by offshore Telcrest,-controlled “Surgutneftegaz», Itera Media and the “National Media Group.” «CTC Media” – media holding, operating in the television market. In the first quarter 2012 revenues were $ 191.1 million dollars, 纯利 – 22.8 mill万美元

Record earnings

在此背景下, “CTC Media” announced revenue growth in the first quarter by 19% – 到 191.1 万美元. Direct advertising revenue increased by 14%. Podolsky said that in the first quarter of the price of advertising on the channels holding on average increased by only 5%.

同时, according to a preliminary assessment of Russia’s largest Celler “Video International” in the I quarter of growth in advertising budgets on television does not exceeded 10%. To determine whether the sensed a similar effect on changes in other channel bar difficult to say: other media holdings do not publish consolidated financial statements for the first quarter.

Changes in TNS panel actually led to an increase in TV viewing, and as a consequence – to the growth of the advertising inventory (total number of ratings for a given period), the representative agrees to “Video International».

然而, 他说：, monetize “newly formed” inventory as soon as possible. “There was not a comfortable situation: the market for long-running TV advertising contracts of one year or more, and almost all campaigns and budgets were planned in the autumn of last year. 因此, the appearance of additional proposals did not cause an instantaneous increase in demand ».

作为一个结果, the main consumers of the additional inventory were those who for one reason or another did not get on TV and who need to solve their marketing problems are short, BFM.ru explained in the “Video International».

Inventory TV, “Pepper” 和 “家” has grown by 30%, which is fully offset the reduction in inventory by 2% in the brain channel – CTC analyst points out, “三驾马车对话” Anna Lepetukhina. “Companies will be difficult to sell the entire amount of inventory for the year 2012. 然而, if this happens, then holding again will have a chance to overtake the market rate of return “- an expert predicts.