Fox International Channels Serbia
May 2009
Launched: Friday, October 13, 2006
Fox Crime audience
viewer demographics
over 2/3 are: •
urban
•
aged 20-44
•
working people
•
live in families with 3-4 people
•
responsible for the household purchases
Data: AGB Nielsen
Fox Crime audience
viewer lifestyle
•
I try to keep up with developments in technology
•
People have a duty to recycle
•
It's worth paying extra for quality goods
•
A designer label improves a person's image
•
Comfort is the most important thing in a car
•
It is important to keep my young look
Fox Crime program
popular series Monk
Las Vegas
Largo
Law and Order
Dexter
Brotherhood
Alias
Kyle XY
Fox Crime audience
audience dynamic 0.45%
0.40% 0.35%
avg rtg%
0.30%
0.25%
0.20%
0.15% 0.10%
0.05%
Fox Crime is available for over 2 million Serbians. The average time which these viewers spend there is 36 minutes. They watch it all day – “Prime Time” from 13:00 till midnight…
1:00:00
0:00:00
23:00:00
22:00:00
21:00:00
20:00:00
19:00:00
18:00:00
17:00:00
16:00:00
15:00:00
14:00:00
13:00:00
12:00:00
11:00:00
10:00:00
9:00:00
8:00:00
0.00%
Data: AGB Nielsen, April 2009, 08:00 – 02:00
TG: 18-49 Urban&Cable
Launched: 9 November 2007
Fox Life audience
viewer demographics
over 2/3 are: •
urban
•
aged 15-34
•
women
•
working people
•
with average and above income
Data: AGB Nielsen, August 2008, 08:00 – 02:00
Fox Life audience
viewer lifestyle
•
I am prepared to pay more for products that make life easier
•
I really enjoy a night out at the pub
•
It is important for me to look well dressed
•
I worry about violence and crime
•
I am worried about pollution and congestion by cars
•
I am an optimist
•
I usually speak my mind, even if it upsets people
Fox Life program
program highlights House MD
Dirt
Ugly Betty
Aly McBeal
The L word
Desperate Housewives
Married with children
Will & Grace
Fox Life audience
audience dynamic 0.90%
0.80%
0.70%
avg rtg%
0.60%
0.50%
0.40%
0.30% 0.20%
0.10%
Fox Life is available for over 1.8 million Serbians. The average time these viewers spend each day is 34 minutes. The channel has good ratings during the whole day and peaks in the late Prime Time.
1:00:00
0:00:00
23:00:00
22:00:00
21:00:00
20:00:00
19:00:00
18:00:00
17:00:00
16:00:00
15:00:00
14:00:00
13:00:00
12:00:00
11:00:00
10:00:00
9:00:00
8:00:00
0.00%
Data: AGB Nielsen, April 2009, 08:00 – 02:00
TG: 18-49 Urban&Cable
When should we use Fox Life and Fox Crime in the media mix?
audience quality
what you usually buy?
that’s how 1 GRP looks like
Yes, you buy some contacts with the total population.
audience quality
but are all these people interesting for the advertiser? If we talk about a mass FMCG product, than the answer is YES. But most advertised brands aim to people with high purchasing power. That’s how the high purchasing power consumers look like in this GRP:
Not all of the people are or might be consumers of middle or high class products.
audience quality
presence of people with above the average income
18%
Serbian terrestrial channels
28%
Rest Pay TV channels
42%
Fox Channels
There are more than 2 times more high class buyers in 1 GRP delivered by Fox Life, Fox Crime and NatGeo than in the same, but delivered by the terrestrial TVs. Fox Life, Fox Crime and NatGeo GRP’s are 50% “richer” with rich people than those of the Rest Pay TV channels on the market.
Data: AGB Nielsen, April 2009, 08:00 – 02:00
audience quality
so, are all the GRP’s the same?
that’s how 1 GRP looks in the different channels
Serbian terrestrial channels
Serbian Pay TV channels
Fox Life & Fox Crime
If you advertise to the high class buyers, in 1 GRP on the different channels, you actually get more by Fox Life & Fox Crime!
audience size
Top 15 TVs’ shares, TG: 18-49 med&high income 25.00%
20.00%
share %
15.00%
10.00%
5.00%
Both Fox Life and Fox Crime are among the top 15 TV channel in Serbia!
Novi Sad 1
TV 1000
Kosava
Fox Crime
Fox Life
Sport Klub
Happy TV
Ultra
Studio B
AVALA
RTS 2
TV B-92
FOX
RTS 1
PINK
0.00%
Data: AGB Nielsen, April 2009, 08:00 – 02:00
audience size
Top Pay TVs’ shares, TG: 18-49 med&high income 1.40%
1.20%
0.80%
0.60%
0.40%
0.20%
Fox Life and Fox Crime are the most popular entertainment channel among the Pay TVs in Serbia!
Viasat Explorer
Svet Plus
Film+
Minimax
Viasat History
Jetix
Cinemania
National Geographic
Eurosport 1
Discovery
TV 1000
Fox Crime
Fox Life
Sport Klub
0.00% Ultra
share %
1.00%
Data: AGB Nielsen, April 2009, 08:00 – 02:00
campaign simulation
Time 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 0:00 0:30
Mon 0.00% 0.05% 0.08% 0.13% 0.17% 0.10% 0.30% 0.39% 0.20% 0.24% 0.14% 0.27% 0.18% 0.13% 0.07% 0.10% 0.06% 0.11% 0.14% 0.13% 0.14% 0.33% 0.32% 0.24% 0.31% 0.40% 0.42% 0.34% 0.26% 0.28% 0.15% 0.20% 0.16% 0.11%
Fox Life rgt% 18-49 medium + Tue Wed Thu 0.03% 0.05% 0.01% 0.10% 0.01% 0.01% 0.24% 0.03% 0.04% 0.22% 0.04% 0.25% 0.12% 0.06% 0.08% 0.03% 0.07% 0.04% 0.04% 0.11% 0.08% 0.04% 0.04% 0.08% 0.12% 0.02% 0.16% 0.07% 0.08% 0.19% 0.14% 0.15% 0.10% 0.16% 0.21% 0.12% 0.18% 0.12% 0.10% 0.17% 0.17% 0.07% 0.14% 0.12% 0.27% 0.14% 0.22% 0.18% 0.07% 0.20% 0.19% 0.09% 0.20% 0.09% 0.14% 0.15% 0.15% 0.25% 0.20% 0.16% 0.36% 0.22% 0.05% 0.32% 0.23% 0.25% 0.25% 0.23% 0.37% 0.31% 0.26% 0.22% 0.18% 0.26% 0.14% 0.13% 0.34% 0.15% 0.17% 0.46% 0.11% 0.23% 0.40% 0.22% 0.29% 0.18% 0.17% 0.21% 0.22% 0.23% 0.21% 0.26% 0.30% 0.25% 0.21% 0.33% 0.12% 0.22% 0.23% 0.11% 0.35% 0.17%
the breaks rating – Fox Life high income Fri Sat 0.02% 0.01% 0.08% 0.06% 0.08% 0.05% 0.12% 0.06% 0.12% 0.09% 0.11% 0.04% 0.09% 0.04% 0.12% 0.08% 0.19% 0.02% 0.12% 0.01% 0.15% 0.03% 0.06% 0.11% 0.18% 0.23% 0.35% 0.25% 0.13% 0.30% 0.11% 0.21% 0.17% 0.21% 0.15% 0.18% 0.21% 0.18% 0.16% 0.21% 0.23% 0.28% 0.20% 0.05% 0.23% 0.09% 0.22% 0.12% 0.20% 0.08% 0.07% 0.08% 0.13% 0.02% 0.12% 0.04% 0.30% 0.04% 0.36% 0.18% 0.43% 0.36% 0.27% 0.23% 0.26% 0.14% 0.12% 0.21%
Sun 0.00% 0.05% 0.01% 0.04% 0.10% 0.07% 0.07% 0.05% 0.09% 0.09% 0.06% 0.08% 0.18% 0.13% 0.25% 0.22% 0.23% 0.07% 0.20% 0.26% 0.24% 0.13% 0.18% 0.14% 0.15% 0.15% 0.05% 0.08% 0.21% 0.31% 0.60% 0.27% 0.20% 0.08%
Based on April 2009 rating data for target group “18-49 medium and high income”, we could estimate the next: If you plan 8-10 airings per day in the marked zones for 4 weeks, the Fox Life package of 170 spots (5400 EUR) and 50% bonus airings could deliver over 70 TRP’s. That way, the average CPP will be less than 80 EUR.
Data: AGB Nielsen, April 2009, 08:00 – 02:00
campaign simulation
Time 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 0:00 0:30
Mon 0.22% 0.05% 0.04% 0.05% 0.05% 0.15% 0.11% 0.11% 0.16% 0.20% 0.16% 0.14% 0.33% 0.24% 0.13% 0.15% 0.14% 0.19% 0.04% 0.06% 0.00% 0.00% 0.04% 0.03% 0.19% 0.20% 0.03% 0.07% 0.10% 0.07% 0.05% 0.02% 0.13% 0.02%
rgt% Tue 0.07% 0.15% 0.14% 0.08% 0.19% 0.31% 0.12% 0.08% 0.06% 0.04% 0.03% 0.12% 0.16% 0.13% 0.09% 0.09% 0.16% 0.18% 0.19% 0.04% 0.06% 0.07% 0.07% 0.20% 0.04% 0.08% 0.10% 0.09% 0.18% 0.12% 0.16% 0.13% 0.20% 0.22%
the breaks rating – Fox Crime
Fox Crime 18-49 medium + high income Wed Thu Fri Sat 0.06% 0.06% 0.08% 0.08% 0.15% 0.04% 0.11% 0.10% 0.15% 0.07% 0.17% 0.17% 0.15% 0.08% 0.09% 0.12% 0.11% 0.10% 0.11% 0.19% 0.13% 0.14% 0.21% 0.37% 0.11% 0.09% 0.08% 0.23% 0.14% 0.11% 0.11% 0.17% 0.17% 0.13% 0.14% 0.17% 0.11% 0.05% 0.14% 0.19% 0.08% 0.06% 0.13% 0.16% 0.06% 0.06% 0.10% 0.21% 0.04% 0.06% 0.10% 0.26% 0.08% 0.13% 0.15% 0.30% 0.09% 0.17% 0.25% 0.23% 0.11% 0.11% 0.15% 0.36% 0.14% 0.07% 0.14% 0.31% 0.14% 0.07% 0.23% 0.35% 0.08% 0.04% 0.17% 0.32% 0.12% 0.05% 0.15% 0.42% 0.11% 0.16% 0.10% 0.32% 0.13% 0.13% 0.05% 0.32% 0.13% 0.05% 0.10% 0.21% 0.08% 0.13% 0.31% 0.20% 0.05% 0.07% 0.10% 0.21% 0.00% 0.17% 0.06% 0.18% 0.15% 0.09% 0.10% 0.18% 0.10% 0.15% 0.05% 0.22% 0.06% 0.28% 0.10% 0.09% 0.17% 0.17% 0.17% 0.21% 0.12% 0.15% 0.11% 0.13% 0.05% 0.15% 0.03% 0.16% 0.10% 0.09% 0.09% 0.17% 0.04% 0.09% 0.07% 0.17%
Sun 0.07% 0.07% 0.11% 0.05% 0.08% 0.22% 0.19% 0.20% 0.17% 0.12% 0.26% 0.33% 0.36% 0.31% 0.37% 0.41% 0.32% 0.34% 0.23% 0.29% 0.26% 0.27% 0.20% 0.17% 0.06% 0.13% 0.08% 0.17% 0.11% 0.05% 0.24% 0.12% 0.07% 0.00%
Based on April 2009 rating data for target group “18-49 medium and high income”, we could estimate the next: If you plan 8-9 airings per day in the marked zones for 4 weeks, the Fox Crime package of 150 spots (3150 EUR) and 50% bonus airings could deliver over 50 TRP’s. That way, the average CPP will be less than 60 EUR.
Data: AGB Nielsen, April 2009, 08:00 – 02:00
campaign simulation
the combo packages - Fox Life and Fox Crime
Based on April 2009 rating data for target group “18-49 medium and high income”, we could estimate the next: If you plan 10 airings per day per channel in the marked zones for 4 weeks, the Fox Life and Fox Crime COMBO package of 340 spots (7800 EUR) and 50% bonus airings could deliver over 130 TRP’s. That way, the average CPP will be less than 60 EUR.
Data: AGB Nielsen, April 2009, 08:00 – 02:00
in brief:
Fox Life and Fox Crime are the most popular entertainment cable channels in Serbia. Their rating is comparable with those of several terrestrial TVs. Fox Life and Fox Crime are the perfect supporting channels – they could deliver over great number of TRP’s per week and we believe it could happen on an extremely competitive CPP price. Fox Life and Fox Crime viewers are young, active people with high socio economical status – this target should sounds familiar…
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