1. Confidential & Proprietary • Copyright © 2009 The Nielsen Company
February 18, 2011 Kiev
TV Audience Measurement in Poland
Short Story

2. March 31, 2014 Confidential & Proprietary
Copyright © 2009 The Nielsen Company
Table of Contents
• Market Landscape
• Two TAM systems in our country
• AGB Polska/AGB Nielsen Media Research/Nielsen
Audience Measurement panel
• Competitors
• „All is well that ends well” – a positive conclusion

3. March 31, 2014 Confidential & Proprietary
Copyright © 2009 The Nielsen Company
Market Landscape

4. March 31, 2014 Confidential & Proprietary
Copyright © 2009 The Nielsen Company
Market Landscape
General economic situation:
GNP growth during years:
2007 => +6,6%
2008 => +4,8%
2009 => +1,7%
2010 => +3,7%
Media advertising expenditure:  TV advertising expenditure:
2007 – USD 2,45 billion 2007 – USD 1,19 billion
2008 – USD 2,68 billion 2008 – USD 1,31 billion
2009 – USD 2,52 billion 2009 – USD 1,21 billion
2010 – USD 2,55 billion 2010 – USD 1,32 billion

5. March 31, 2014 Confidential & Proprietary
Copyright © 2009 The Nielsen Company
Development of Polish TV market
• 2005
• 7 terrestrial channels
• 78 channels in the Polish language
• 2007
• 7 terrestrial channels
• 95 channels in the Polish language
• 2009
• 7 terrestrial channels
• 138 channels in the Polish language
• 2010
• 7 terrestrial channels
• 160 channels in the Polish language
Page 5

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TV Housholds Structure
Page 6

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Pay TV and Digital TV Development
Page 7

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SHR% 16-49 – G4
2006
77,1%
2007
74,1%
2008
70,7%
2009
66,1%
2010
61,8%

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SHR% 16-49 – G4
2006
77,1%
2007
74,1%
2008
70,7%
2009
66,1%
5 years
77,1%
61,8%

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SHR% 16-49 – G4
2006
77,1%
2007
74,1%
2008
70,7%
2009
66,1%
2 last years
70,7%
61,2%
Looking at this trend
we estimate SHR%
of G4 at the end of
2012 on 50% level.

11. March 31, 2014 Confidential & Proprietary
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SHR% 16-49 – G4 and non-terrestrial channels
Top 10 non-terrestrial channelsTop terrestrial channels
January 1st – December 31st 2010

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2006
77,1%
2007
74,1%
2008
70,7%
2009
66,1%
2 last years
70,7%
61,2%
Decrease of G4 market share and relatively stable
level of TV consumption gives an opportunity for
dynamic expansion of other segments of TV market
180
185
190
195
200
205
210
2006 2007 2008 2009 2010
ATV 16-49

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Number of TV channels monitored by NAM
Offer of various types of programmes, expressed by
number of TV channels, increases dynamically
•13
•26 •30
•36
•56
•78
•89
•2004 •2005 •2006 •2007 •2008 •2009 •2010
91
•Feb. 2011

14. March 31, 2014 Confidential & Proprietary
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Two TAM systems in Poland – Why did
this happen?

15. March 31, 2014 Confidential & Proprietary
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• TVP - OBOP/TNS
• Polsat - AGB Polska
• The reasons for setting up of two panels:
– Not so independent OBOP position (at this time OBOP was 100% property
of TVP)
– Polsat ambitions (did not accept that it would be measured by TVP’s
company)
• Both systems started in February 1997
• No JIC – both services started as a OS
The Alliances

16. March 31, 2014 Confidential & Proprietary
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Two ways of achieving market position
AGB
First attempt – Panel for
Warsaw voivodship – 250 HH
Fast launch TAM data to main
media market players :
broadcasters, media houses
and advertisers
Strong marketing support (client
service, user friendly software
TNS OBOP
Frist attempt - National panel
250 HH
Delayed TAM data
Lack of marketing support

17. March 31, 2014 Confidential & Proprietary
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Our TAM System

18. March 31, 2014 Confidential & Proprietary
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AGB NMR /NAM TAM Panel
National panel – 1700 households
Total number of individuals in the national panel – 4557
Total number of TV sets with telemeter connected – 2204
Total number of channels measured – 256
Total number of channels monitored – 91 (spots and programs)-
the biggest database on the market.
RPD panel for digital satellite Platform n – 1000 households

19. March 31, 2014 Confidential & Proprietary
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Our products
TAM data – minute by minute daily database, common TV currency on the
Polish competitive market since the beginning of telemetry in Poland (1996)
RPD – technology to retrieve and produce set top box data
Arianna – widely used software in Poland (600 licences)
Xpert – supportive planning software (distributed by NAM)
Fusion data – TAM and TGI data fusion successfully introduced in
cooperation with Millward Brown SMG/KRC, available from 2002
Fusion data – TAM and NetTrack data fusion in cooperation with Millward
Brown SMG/KRC, available from 2009, shows TV viewing behaviour of
Internet users
Psychographics – qualitative value in the quantitive data – panel life style
data
Webclip – Internet access to TV creatives data base

20. March 31, 2014 Confidential & Proprietary
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Two centuries - three meters
TVM2 - the meter is used in the panel since 1996,
used for measuring analog TV
TVM4 – nonintrusive meter used in the panel since
2003, used to measure signal and digital satellite TV
reception with a LCD or plasma
Unitam –nonintrusive , universal panel meter
introduced in 2008 designed to measure the digital
terrestrial television, cable and satellite that allows the
installation of Plasma and LCD sets as well as PC. The
meter of this generation has the ability to measure
interactive television, VOD and TSV

21. March 31, 2014 Confidential & Proprietary
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AGB NMR/NAM approch towards digital TV
measurement – mile stones
• 2008 - Reference Center was build - heart of the system to
recognized channels monitored by UNITAM – now 95 channels in
Monitoring Reference Center covered 99% of the television market
• 2009 – ADSL, satallite digital platform n, digital cable, digital terrestial
• 2010 – second Reference Center in Poznan (back up)

22. March 31, 2014 Confidential & Proprietary
Copyright © 2009 The Nielsen Company
Our Clients
AGB NMR cooperates with more than 80 clients in Poland
TV Stations 4FunTV, AXN, BBC, Canal+, Cartoon Network, Discovery, Disney Channel,
Eurosport, FoxLife, HBO, ITI, Kino Polska, MTV Polska, Polsat, Puls TV,
Superstacja, VH1 Polska, Viva Polska, Tele5, TV4, TVN, TVP, Polish Radio,
Ministry of Regional Development
Cab-Sat Providers Aster, Cyfra +, Cyfrowy Polsat, PIKE, UPC.
Media Houses &
Brokers
AtMedia, Broker FM, Discovery Media, Aegis (HMS Carat), Effective Media,
Equinox, Inititive Media, Intermedia, OMD Media Direction, Media Concept, Media
Edge CIA, Media Group, Media Planning, Mediacom, Mediapol, MediaSense, Mind
Share, Zenith Optimedia, Omnicom Group, PanMedia Western, SPC, Starcom,
Starlink, Star Media, Universal McCann, Value Media.
Advertisers Agora, Danone, Kraft Foods, NBP, Orange, Polkomtel, Rekitt Benckiser, TP,
Unilever.
Others ATM, Endemol, IAM, KRRiTV, Accenture, Fremantle, Media Strategy, Mediametrie,
SMG/KRC A Millward Brown Co, Wydawnictwo Bauer.

23. March 31, 2014 Confidential & Proprietary
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Competitor

24. March 31, 2014 Confidential & Proprietary
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TAM panel competitor
National panel – 1200 households
The main client – TVP (Polish national TV), which is a 40%
shareholder of TNS OBOP.
The contract with TVP is signed for a period of 15 years and
expires in 2011 (this contract makes TNS OBOP Panel self-
sufficient)

25. March 31, 2014 Confidential & Proprietary
Copyright © 2009 The Nielsen Company
„All is well that ends well” – a positive
conclusion
• November 2010 – Telewizja Polska (TVP), Poland’s public broadcasting
corporation announced the tender for TAM
• January 2011 – TVP has entered into a 4-year contract with The Nielsen
Company (Nielsen). Nielsen will supply TVP with its Television Audience
Measurement (TAM) services beginning in January 2011
Poland’s advertising industry can now work from universally accepted Television
audience data, built in accordance with the standards of the industry itself

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