Overall, TV ads for food, household chemicals and cosmetics reached 11 percent more viewers in the third quarter of this year than last year
Views on public service and general entertainment channels increased
Budapest, October 21, 2015 – TV commercials for beer, pudding / milk-based desserts, and carbonated soft drinks reached most TV viewers in the third quarter of this year. Of household chemicals and cosmetics, women’s perfume, dishwashing liquid and face cream achieved the highest GRP. Among other things, this is stated by Nielsen Közönségmérés Kft.
The proportion of viewers reached by advertisements, in the Hungarian professional term Gross Rating Point (GRP), expresses how many contacts the broadcasts of an advertising spot reached among the members of the target group studied. Because an ad can reach multiple viewers more than once, the amount of the GRP metric may exceed 100 percent. In counting, they add up the audience reached by each broadcast of the ad.
For beer, the 20,738 percent GRP registered between July and September is more than double that of last year’s third quarter. The GRP for pudding and milk-based dessert is 10,295 percent, which is one and a half times the same period last year. For carbonated soft drinks, a GRP of 10,041 percent represents a 35 percent increase.
Domestic TV advertising for all food, household chemical and cosmetic products reached a GRP of 187,361 percent in the third quarter of this year; 11 percent more than in the same period last year.
It is worth mentioning that the GRP value of the hair care product has more than tripled out of the top twenty product classes. It also doubled for beer and cat food, but almost doubled for coffee, from one third quarter to the next.
Between July and September this year, companies spent HUF 76 billion 170 million at the list price (excluding discounts) on the television advertising of food, household chemicals and cosmetics; 27 percent more than in the same period last year. Actual spending can be significantly lower than this, as television companies offer varying degrees of discounts to advertisers.
The Nielsen Audience Survey on TV viewing habits found, among other things, that in the third quarter of 2015, the total population spent an average of 4 hours 26 minutes a day in front of TVs. The same as in the same period last year.
In terms of viewership, the position of the channels: The share of general entertainment channels rose from 18 percent to 20 percent in the third quarter of this year and last year. The share of film and news channels increased slightly to 10 and 4 percent, respectively. The 5 percent rate for children’s channels was unchanged from July-September last year.
The “winners” of the third quarter of this year drew the most viewers from the two national commercial channels (RTL Klub and TV2). The combined share of the latter fell from 28 percent to 24 percent. At the same time, the combined audience share of public service channels rose from 17 to 18 percent.
According to research on Time-shifted Viewing (TSV), the total population spent 1.1% of their time watching television, or 2.8 minutes, on average in the third quarter of 2015.
Methodology
Nielsen Audience Measurement is the only one in Hungary to perform instrumental television audience measurement. Nielsen Audience Data provides a “common currency” for television companies, agencies and advertisers on a daily basis based on an independent and transparent system. The independence, professional reliability and credibility of our company’s audience measurement has been confirmed by several different, independent evaluations and audits.
Gross Rating Point (GRP) shows how many contacts were reached by the target group of the advertisement. The sum of GRP metrics can exceed 100 percent, as advertising can reach a viewer more than once. In its calculation, Nielsen researchers add up the audience reached by each broadcast of the advertisement.
About Nielsen
Nielsen Holdings Inc. (listed on the New York Stock Exchange: NLSN) is a global performance optimization company that comprehensively understands what consumers are looking at and buying. Nielsen’s watch segment provides metering services to media and advertising customers for all devices on which they consume content (video, audio, text). The buy segment offers packaged food manufacturers and traders a unique global overview of the industry based on retail performance measurement. By integrating viewing and purchasing information, as well as other data sources, Nielsen provides its customers with world-class measurement data and analysis to help them improve their performance. Nielsen is listed in the U.S. list of 500 financial services firm Standard & Poor’s, from which the U.S. stock index is calculated. Its operations cover more than 90 percent of the world’s population in more than a hundred countries. For more information, please visit our website: www.nielsen.com
