7 August 2015

 

Blog about successful marketing strategies in Russia

Leading Russian platforms: TV, radio, the Internet

 

 

 

An audience analysis of leading platforms and Internet websites

Sostav.ru keeps track of audience changes taking place with the largest sites on the Russian media market. This article will introduce you the data from research conducted by TNS Russia on the main media channels of communication - television, radio and the Internet.

TV

Experts have analyzed indicators of leading platforms in the TV segment for the first half of 2015 compared with the same period last year. Based on the data, it can be concluded that the Russians are a little bit tired of news, it has resulted in news platforms, that got higher up last year, returned to their original positions. First and foremost, we are talking about the channel "Russia 24", the channel lost half of the audience in a year - both in share, and in the number of viewers.

Two channels of "the big three" show the decline in rates - Channel One and NTV, while "Russia 1" feels quite confident. Overall, the absolute majority of 27 platforms presented in the study showed either zero or a positive trend. Entertainment channels showed significant increase ("Pyatnica!", "Domashny", "Peretz", etc.).

Region: Moscow (100 000+ cities); 4+; Thewholeday: 05:00 - 29:00

TV company

Audience (000’s)
2015

Rating %

2015

Share%

2015

Audience (000’s)
2014

Rating%

2014

Share %

2014

1

Channel One

293

2,1

13,1

301

2,2

13,7

2

Russia 1

271

2,0

12,1

265

1,9

12,0

3

NTV

230

1,7

10,3

247

1,8

11,2

4

TNT

145

1,1

6,5

144

1,1

6,5

5

TV Centre

118

0,9

5,3

108

0,8

4,9

6

Channel 5

109

0,8

4,9

105

0,8

4,8

7

СТС

103

0,7

4,6

124

0,9

5,6

8

REN TV

102

0,7

4,5

97

0,7

4,4

9

ТV-3

75

0,5

3,4

63

0,5

2,9

10

Domashny

67

0,5

3,0

58

0,4

2,6

11

Zvezda

62

0,5

2,8

60

0,4

2,7

12

Russia2

58

0,4

2,6

48

0,3

2,2

13

RussiaК

43

0,3

1,9

44

0,3

2,0

14

Russia24

43

0,3

1,9

78

0,6

3,6

15

Pyatnica!

43

0,3

1,9

29

0,2

1,3

16

Peretz

40

0,3

1,8

34

0,2

1,5

17

Disney Channel

38

0,3

1,7

31

0,2

1,4

18

Moscow 24

28

0,2

1,3

23

0,2

1,0

19

Karusel

27

0,2

1,2

27

0,2

1,2

20

Moscow.
Doverie

25

0,2

1,1

25

0,2

1,1

21

2Х2

20

0,2

0,9

19

0,1

0,9

22

U

16

0,1

0,7

17

0,1

0,8

23

СТС LOVE

15

0,1

0,7

0

0

0

24

360

9

0,1

0,4

0

0

0

25

EURONEWS

8

0,1

0,4

9

0,1

0,4

26

EUROSPORT

5

0

0,2

5

0

0,2

27

Mir

4

0

0,2

0

0

0

Region: Russia (100 000+ cities); 4+; Thewholeday: 05:00 - 29:00

TV company

Audience (000’s)
2015

Rating %

2015

Share %

2015

Audience (000’s)
2014

Rating %

2014

Share %

2014

1

ChannelOne

1 445

2,1

13,6

1 512

2,2

14,3

2

Russia 1

1 333

1,9

12,6

1 409

2,1

13,4

3

NTV

1 074

1,6

10,1

1 176

1,7

11,1

4

TNT

711

1,0

6,7

698

1,0

6,6

5

Channel 5

597

0,9

5,6

603

0,9

5,7

6

СТС

462

0,7

4,4

603

0,9

5,7

7

REN TV

432

0,6

4,1

414

0,6

3,9

8

TV Centre

364

0,5

3,4

324

0,5

3,1

9

ТV-3

294

0,4

3,4

258

0,5

2,4

10

Domashny

292

0,4

2,8

243

0,4

2,3

11

Russia24

279

0,4

2,8

427

0,6

4,1

12

Russia2

274

0,4

2,6

228

0,3

2,2

13

Zvezda

258

0,4

2,4

248

0,4

2,4

14

Karusel

187

0,3

1,8

177

0,3

1,7

15

Disney Channel

181

0,3

1,7

154

0,2

1,5

16

Peretz

167

0,2

1,9

156

0,2

1,3

17

Pyatnica!

163

0,2

1,8

121

0,2

1,5

18

RussiaК

139

0,2

1,7

140

0,2

1,4

19

U

102

0,1

1,3

91

0,1

1,0

20

2Х2

80

0,1

1,2

82

0,1

1,2

21

СТС LOVE

55

0,1

1,1

0

0

0

22

MUZ TV

41

0,1

0,9

21

0

0,2

23

RU.TV

36

0,1

0,7

32

0

0,3

24

Mir

33

0

0

0

0

0

25

EURONEWS

20

0

0,2

23

0

0,2

Radio

Experts have analyzed data from October 2014 till March 2015 in the radio segment compared with the same year-earlier period. Some stations of the Top-10 showed negative dynamics in audience, despite general increase in the number of radio listeners: among them are "Dorozhnoe Radio" and "Radio Chanson", "Europa Plus" - the permanent leader of the rating showed slight decrease.

When data outside of Top-10 is observed, the thesis of the reduction of news interest is equally true for radio–news stations yield their positions after the eventful year. We can see it in Top-10, on the example of audience decline of "Radio Rossii".

   

October 2014 - March 2015

 

October 2013 - March 2014

 
   

DailyReach
%

Daily Reach
(000’s)

Daily Reach
%

Daily Reach
(000’s)

 

All Radio

63,5

40 064

63,4

39 837

1

Europa Plus

16,5

10 414

16,8

10 539

2

Avtoradio

15,4

9 740

15,3

9 649

3

Dorozhnoe Radio

14,9

9 390

15,8

9 922

4

Russkoye Radio

14,7

9 274

14,5

9 103

5

Retro FM

12,8

8 086

12,4

7 791

6

RadioChanson

10,9

6 898

11,8

7 447

7

Yumor FM

8,7

5 494

8,5

5 351

8

Radio Dacha

8,1

5 128

6,9

4 347

9

Radio Rossii

6,6

4 187

7,1

4 486

10

Radio Mayak

6,4

4 039

6,0

3 768

Internet-websites

Sostav.ru portal has long claimed that the main Russian Internet websites have hit the ceiling. Data from a recent research (May 2015 to May 2014) demonstrate this thesis: Yandex and Mail.ru show a decrease in a coverage of their platforms (despite the increase of numbers in rating).

Audience of "Odnoklassniki" and Facebook has decreased, "VKontakte", "Wikipedia" and "Avito" rates remain almost unchanged. While at the same time, Google platforms’ audience is growing – it belongs to both - search engine and its services, and video hosting Youtube. Online store Aliexpress showed the most significant growth - has doubled in a year.

Monthly Reach of the largest Russian Internet websites

TNS Web Index, date: May 2014, 2015; region: Russia 0+; age: 12-64

 

Reach 2015

Reach 2014

1

Яндекс (36 platforms)

57 992

59 186

2

Mail.ru (28 platforms)

57 127

58 643

3

Vk.com

52 817

52 130

4

Google (ru+com)

47 093

46 957

5

Youtube.com

45 399

44 872

6

Odnoklassniki.ru

37 416

40 806

7

Wikipedia.org

32 707

32 769

8

Avito.ru

26 494

26 765

9

Aliexpress.com

22 627

12 394

10

Facebook.com

22 614

23 450

Average Weekly and Daily Reach

 

AverageWeeklyReach
2015

AverageWeeklyReach
2014

1

Яндекс (36 platforms)

46 832

48 083

2

Mail.ru (28 platforms)

43 470

45 424

3

Vk.com

39 936

40 661

4

Google (ru+com)

31 156

30 296

5

Youtube.com

28 831

27 397

6

Odnoklassniki.ru

26 184

29 609

7

Wikipedia.org

16 266

16706

8

Avito.ru

13 313

13 106

9

Facebook.com

11 581

11 252

10

Aliexpress.com

11 068

5 564

 

AverageDailyReach
2015

AverageDailyReach
2014

1

Yandex (35 platforms)

27 826

29 017

2

Vk.com

23 776

24 888

3

Mail.ru (28 platforms)

22 909

24 827

4

Odnoklassniki.ru

14 501

13 747

5

Google (ru+com)

13 785

12 994

6

Youtube.com

11 315

10 171

7

Wikipedia.org

4 194

4 311

8

Avito.ru

4 070

4 002

9

Facebook.com

3 956

3 443

10

Aliexpress.com

3 321

1 172

Top 10 Russian Internet holding companies per month
May 2015, Russia 0+, 12-64, 000’s

1.

Mail.ru Group

63,513

2.

Yandex

58,930

3.

Google sites

55,872

4.

Wikimedia Foundation

32,979

5.

Rambler&Co

32,641

6.

Facebook

28,065

7.

Avito

26,494

8.

AlibabaGroup

23,808

9.

Gazprom-Media

21,973

10.

VGTRK

17,628

Source: Sostav.ru

Read more about Russian media market in Free White Paper: HOW DOES THE MEDIA-BUYING MARKET IN RUSSIA WORK? A media buyers’ quick guide for effective work in Russia

 

White Paper:

How does the media-buying market in Russia work? A media buyers’ quick guide for effective work in Russia