An appetite for more TV advertising airtime in Greece.
The Greek Easter in 2015 was on the 12th of April and the pre-Easter period was fully booked with advertising. So MEDIARISK calculated that if 1-10 Apr 2016 was to close with a minus 18% vs. an inflated period, the month would end to a +7 or +8%. But the ten first days of April went only 9.5% down in spending, i.e. half of what we anticipated in March. And the pre-Easter period is still to come. So April in total is expected to close with a 10-11% positive sign.
Lower TVRs: The Average TVR, i.e. the ratings of the average spot, went down in Q1 by approximately 15%. Many rushed to attribute this drop to poorer programming. Nevertheless, this is one of the reasons. What really happened is that in Q1, the inventory of the channels was sold up to the last drop! Up to the last second. This means that a percentage of the advertising volume was pushed to the outer ends of the usual viewing spectrum. The numbers for the first 5 private channels:
- In Q1 2016, the total commercial seconds broadcasted went up from 3.66 mil to 4.70, i.e. +28%
- Commercial advertising between 02:00 and 08:00 went up by 57%. So, averages dilute more, as the specific zone contains now 10.3% of all GRPs, vs. 8.5% in 2015.
Thus this 15% that Average TV ratings dropped in 2016, has its explanation, as follows:
- Half of it (approx.) is due to the increase of “other channels”, where also “E” is grouped & to the push of advertising at the edges of scheduling
- The other Half, to higher clutter AND to less interesting programs
ALPHA TV launched also in Cyprus:
On the 5th of April 2016, another Greek channel followed the pattern of ANTENNA & MEGA and started broadcasting in Cyprus. The channel at the moment broadcasts its Greek programming, plus the Cyprus News, plus two morning News Magazinos.
Today, the 12th of April, we have the performance numbers for the first week of the channel in Cyprus: 7% viewership share on Adults 15-44. At the same time, another piece of research shows that 65% of population knows about the arrival of ALPHA and 35% doesn’t. Then of this 65%, the 85% has already tuned-in to the channel’s broadcasting frequency. The results are not bad for the moment, but the stakes are high for the channel: Will it continue with the Greek programming, or will it embrace also Cypriot productions and go for a localization mix in the months to come? The possibility for ALPHA to climb to first places in the coming months, depends on how much the channel will be able to offer a balanced and mainly localized program.