Initiative: Олимпиада в Сочи добавит ТВ не слишком много зрителей


Исследования | 15 Января 2014 08:52:40 | 10

Initiative: Олимпиада в Сочи добавит ТВ не слишком много зрителей
Источник: ffr-ski.ru
На резкий рост интереса зрителей к трансляциям XXII зимних Олимпийских игр в Сочи рассчитывать не стоит, предупреждает рекламное агентство Initiative. Просто сейчас россияне и так слишком много смотрят телевизор. В ВГТРК, чьи каналы "Россия 1" и "Россия 2" будут наряду с «Первым каналом» транслировать Олимпиаду, с этим не согласны и рассчитывают на «кратный» рост рейтингов по сравнению со всеми предыдущими Играми

По просьбе "Ъ" входящее в рекламную группу АДВ агентство Initiative проанализировало телесмотрение последних зимних Игр и спрогнозировало показатели для Олимпиады в Сочи. Опыт Турина-2006 и Ванкувера-2010 свидетельствует, что благодаря трансляциям Игр время, проведенное у телеэкрана, однозначно увеличивается. Так, в феврале 2005 года среднее телесмотрение в России среди всех жителей крупных городов старше 18 лет равнялось, по данным исследовательской компании TNS Russia, 269 минутам в день. А уже в феврале 2006 года, когда Игры принимал Турин, этот показатель увеличился до 284 минут. В феврале 2009 года среднее телесмотрение составляло 264 минуты в день, в феврале 2010 года, когда проходила Олимпиада в Ванкувере,— 275 минут.

Но сейчас ситуация осложняется тем, что россияне и так слишком много смотрят телевизор. В прошлом году телесмотрение, констатируют в Initiative, достигло своего исторического максимума. Если в 2002 году россияне старше 18 лет в среднем проводили у телеэкрана 217 минут в день, то в 2004-м это были уже 233 минуты, в 2006-м — 246 минут. Затем показатель несколько лет снижался, но в 2012 году был поставлен новый рекорд — 255 минут в день. А по итогам 2013 года среднее телесмотрение достигло уже 257 минут в день. В TNS Russia подтверждают, что среднее время, потраченное россиянами старше 18 лет на просмотр телевизора, в прошлом году было максимальным.

Соответственно, потенциал для дальнейшего роста уже невелик. Аналитики Initiative ссылаются на опыт Италии, где в 2005-2006 годах телесмотрение также было высоким. В феврале 2005 года в Италии общий рейтинг всех телепрограмм среди жителей страны старше 18 лет равнялся 22%. Через год, когда проходила домашняя Олимпиада в Турине, этот показатель вырос лишь на 1 процентный пункт (п. п.), до 23%. Для сравнения: общий рейтинг всех телепрограмм в России в феврале 2013 года равнялся 19%. Поскольку сейчас телесмотрение в России находится на максимуме, во время сочинской Олимпиады общий рейтинг всех телепрограмм может увеличиться на 2-4 п. п., полагают в Initiative.

Из последних трех зимних Игр наибольший интерес у российских зрителей вызвала Олимпиада в американском Солт-Лейк-Сити в 2002 году, свидетельствуют телеизмерения. Рейтинг церемонии открытия тогда составил 17% среди россиян старше 18 лет, пяти других топовых событий — 10%. Аналогичные показатели Игр в Турине — 10% и 9%, в Ванкувере — 10% и 8% соответственно. Для российской сборной именно Олимпиада в Солт-Лейк-Сити оказалась наиболее драматичной: противостояние Алексея Ягудина и Евгения Плющенко, спор за первое место между парами Елена Бережная—Антон Сихарулидзе и Жами Сале—Давид Пеллетье, дисквалификация за употребление допинга лыжниц и биатлонистов.

Учитывая, что на этот раз трансляции Олимпиады будут проходить в удобное для жителей европейской части России время, интерес зрителей к Сочи-2014 будет сопоставим с Играми в Сот-Лейк-Сити, считают в Initiative. Агентство прогнозирует рейтинг церемонии открытия 15-20%, пяти других топовых событий — 10-13%. Олимпиаду, как и в предыдущие годы, будут транслировать "Первый канал" и входящие в ВГТРК "Россия 1" и "Россия 2" (до 2010 года — "Спорт"). Исторически вещатели, транслирующие зимние Игры, отнимают у других каналов 4-5 п. п. доли аудитории. Такого же перераспределения, по мнению Initiative, стоит ждать и на этот раз: во время Олимпиады совокупная доля "Первого", "России 1" и "России 2" может составить 46% среди всех зрителей старше 18 лет, в остальное время — 41%.

В пресс-службе ВГТРК заявили, что рассчитывают на "кратный" рост рейтингов по сравнению с тремя предыдущими Олимпиадами, поскольку сейчас соревнования будут показывать в прайм-тайме. В целевых аудиториях "России 1" (все зрители старше 25 лет) и "России 2" (мужчины 25-59 лет) отдельные трансляции могут получить рейтинг более 10%, рассчитывают в госхолдинге. На "Первом канале" вчера не ответили на запрос "Ъ". Об ожидаемом в несколько раз росте рейтингов ранее заявляли и в агентстве "Телеспорт", которое готово размещать рекламу внутри олимпийских трансляций. Как следовало из его предварительного прайс-листа, размещение ролика во время спортивных состязаний обойдется рекламодателю в 5-5,5 раза дороже, чем в других программах на "Первом канале" и "России 1" в те же дни.

Initiative: Олимпиада в Сочи добавит ТВ не слишком много зрителей

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Источник: Коммерсантъ

Комментарии

Вячеслав (Гость) | 15.01.2014, 11:01
Я точно аудиторию не увеличу.
Гость (Гость) | 15.01.2014, 11:33
Сворачиваем Олимпиаду, пацаны, Вячеслав не удивлен.
Вячеслав (Гость) | 15.01.2014, 12:31
Я вас не понял.
Щепкин (Гость) | 15.01.2014, 18:14
ОЛимпиада - официозная гадость.
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