Sources of Data on Viewer Response

To fulfil as well as possible its public service functions, Czech Television must be able to obtain up-to-date information on its viewers – their behaviour, expectations and response to the programmes broadcast. Information it was collecting during 2002 was similar in nature to that of the previous years.

Electronic tracking of viewing figures

The largest volume of data is obtained by electronic tracking of viewing figures, which has been carried out in the Czech Republic since 1 June 1997. This tracking is done for the Association of Television Organisations (ATO), whose founding member Czech Television is, by a supranational consortium Taylor Nelson Sofres whose licence was valid until the end of April 2002. As of 29 April 2002 for the following five years, the provider of the service will be the winner of the new competition of tenders – Mediaresearch, s. r. o., with its sub-contractors Lerach, ELVIA and STENMARK.

The electronic tracking is carried out on a panel of at least 1200 households, a representative cross-section of Czech population aged 4 and older in terms of sex, age, education, social and economic standing, size of town and its location in one of the 14 regions of the Czech Republic. Further on, the composition of the panel also reflects the size of the household, number of TV sets in it, type of reception of the TV signal, the possibility of receiving individual channels and declared intensity of television watching.

The so-called TV meters (a device similar to the earlier peoplemeters) measure the viewing figures in respect of every second of the relevant stations broadcasting and the data thus obtained are continually (which is unique on a global scale) being sent in the form of SMS via the GMS communications to the central processing office in Prague. After processing, the office sends the data to individual customers, including Czech Television, so that they may have them the next morning. For an in-depth analysis of the data, Czech Television uses Golem software from its contract partner Lerach, s. r. o. and Telereport software supplied by Prime Time CS.

Apart from information on ratings, electronic measurement can supply broadcasters with a number of other data. The most frequently used figures are the following:

• data on audience share showing the percentage of viewers sitting in front of the TV screen at a given time or during the broadcasting of a given programme;
• data on reach, i.e. on the number of viewers who, at a given time, were watching the offer of a concrete TV channel for at least three minutes in a row;
• data on loyalty, i.e. the proportion of a programme (or part of the day) watched by the average viewer of that programme (or part of the day), defined as a person watching a specific channel for at least three minutes in a row;
• data on the number of viewing minutes (Average Time Spent, ATS) spent on a particular channel or television on a daily, weekly or other average.
  

Proportion of viewer attention devoted to watching television in 2002

Time spent watching television in 2000–2002 – viewers aged 15 and older
(daily average in minutes)

The average daily time adults spend watching TV varies depending on the season – in autumn and winter it is the largest amount, while in summer it is, understandably, the smallest. In general, however, viewer interest in watching has been growing over the last three years, up to the highest figure ever – 3.75 hours a day. In the case of Czech Television there was a certain decrease of viewer interest in 2001. This was, however, followed by a renewed increase in 2002.

Source: TN Sofres / Mediaresearch – ATO.

Time spent watching television – men and women 2000–2002
(v minutách, denní průměr)

Among adults, women are keener viewers than men in the long term. In 2002 they watched television every day on average 30 minutes longer than men. As for Czech Television, men spent on average one minute more with it than women. With CT1, the difference was 7 minutes, with women getting the better score, while with CT2, men beat women on average by 8 minutes.

Amount of time spent watching television in 2000–2002 – children aged 4 to 14
(daily average in minutes)

Children (age group 4–14) devote less time to watching TV than adults in the long term – on average it is one hour less. In their case, too, the amount of time varies seasonally – in autumn and winter they are in front of the TV more frequently than at other times. Younger children (aged 4–9) spend less time watching TV than older boys and girls (aged 10–14). In 2002 it was 125 minutes with younger children and 145 minutes with the older ones.

Czech Television audience share in 2002
(in %)

24-hour audience share

Source: TN Sofres / Mediaresearch – ATO.

Audience share in prime time 7–10 p.m.

Source: TN Sofres / Mediaresearch – ATO.

The highest-rated regular news programmes
(in %, viewers aged 15 and older)

The highest-rated live and recorded news broadcasts
(in %, viewers aged 15 and older)

The highest-rated major current affairs programme series on CT1
(in %, viewers aged 15 and older)

The highest-rated major current affairs programme series on CT2
(in %, viewers aged 15 and older)

The highest-rated documentaries on CT1
(in %, viewers aged 15 and older, up to 20 minutes in length)

The highest-rated documentaries on CT1
(in %, viewers aged 15 and older, over 20 minutes in length)

The highest-rated documentaries on CT2
(in %, viewers aged 15 and older, up to 20 minutes in length)

The highest-rated documentaries on CT2
(in %, viewers aged 15 and older, over 20 minutes in length)

The highest-rated drama series
(in %, viewers aged 15 and older, over 20 minutes in length)

The highest-rated feature films on CT1
(in %, viewers aged 15 and older)

The highest-rated feature films on CT2
(in %, viewers aged 15 and older)

The highest-rated one-off drama programmes
(in %, viewers aged 15 and older, over 20 minutes in length)

The highest-rated entertainment series
(in %, viewers aged 15 and older)

The highest-rated one-off entertainment programmes
(in %, viewers aged 15 and older)

Sports news ratings
(in %, viewers aged 15 and older)

The highest-rated sports broadcasts
(in %, viewers aged 15 and older)

The highest-rated drama programmes targeted at children
(in %)

The highest-rated bed-time stories
(in %)

Czech Television's sociological research

Other data, particularly data on viewer satisfaction and trends in viewer expectations, are obtained by means of sociological research conducted directly by Czech Television. This research, which has been carried out for more than three decades, is the oldest still functioning means of describing viewer behaviour. It is currently being carried out on a panel of 750 respondents, selected from the continually updated group of approximately 3.5 million television viewers.

The selection is done in several phases. In the first, a random selection number is used at the regional level, with the condition that there must not be more than one respondent belonging to the same household. In the last phase, an active one-week panel is chosen on the basis of a socio-demographic model, with one thirteenth of the panel being replaced every week (the cooperation with one respondent may last the maximum of thirteen weeks). The panel then serves as a representative cross-section of adult population with regard to age (15 and older), sex, education, size of town, economic activity and region. In addition to that, researchers work also with panels created to reflect particular socio-demographic characteristics (e.g. composed only of respondents living in the same household with children of a specific age). No material advantages ensue from the participation in the research for any of the respondents.

The Czech Television sociological research uses essentially two techniques – one is based on programme diaries, which viewers fill and which contain most programmes that have 5 or more minutes in length and are broadcast by nationwide stations in the Czech Republic. The other involves a questionnaire survey. Both programme diaries and questionnaires are sent to respondents by mail and returned to Czech Television in the same way.

In the diaries, respondents express their satisfaction with the programmes they watched by means of a five-degree scale of marks (1 meaning "very much satisfied" and 5 standing for "completely dissatisfied"). From those marks, the coefficient of satisfaction is calculated so as to reflect the distribution of marks on a more detailed scale, from +10.0 to -10.0. Generally, the coefficient of satisfaction stands for:

Questionnaire surveys look for answers to questions that are not satisfactorily answered by the data on ratings or viewer satisfaction and focus on those aspects of broadcasting that ensue from Czech Television's public service mission. Recently, the greatest attention has been paid to various content, form and ďpackaging? aspects of news and current affairs.

The data on audience and its response to television broadcasting provide Czech Television with the necessary feedback, informing it objectively about viewer interest trends and thus also about the impact and effect of its programming and scheduling decisions.

Ten programmes with highest viewer satisfaction on CT1
(viewers aged 15 and older, 10 minutes or more in length)

Ten programmes with highest viewer satisfaction on CT2
(viewers aged 15 and older, 10 minutes and over in length)

Socio-demographic profile of the viewing public in 2002

In 2002 adults (viewers aged 15 and older) spent the yearly average of 225 minutes a day by watching television stations whose signal is available in the Czech Republic; of this time, 48 minutes were dedicated to CT1 and 19 minutes to CT2 programme offer.

Children aged 4 to 14 spent 135 minutes every day in front of the TV, their choice being for 32 minutes with CT1 and for 8 minutes with CT2. The Czech Television programme offer was slightly more popular with younger children: taking the 24-hour average, the audience of both channels included 2.9% children aged 4–9 and 2.6% boys and girls aged 10 to 14; the audience share was 34% in the first case and 25% in the second.

Taking the all-day average, CT1 was watched by 281,000 (3.3%) adults; in the evening prime time (7–10 p.m.) it was 883,000 (i.e. 10.4%) viewers aged 15 and older. This represented 21 or 23 of every 100 adults who were in front of the TV at the given time.

From the all-day perspective, CT2 was watched by 115,000 (1.4%) viewers; in the evening it was preferred by 246,000 (2.9%) viewers. This meant it was preferred by 9 or 6 of every 100 adults watching TV at the given time.

In the composition of CT1 audience women outnumbered men, just like in the previous years. Taking the 24-hour average, the channel was switched on by 157,000 (3.6%) women and 125,000 (3.1%) men, while in prime time it was 481,000 (11.0%) women and 402,000 (9.8%) men. Women also watched the channel longer – 51 minutes, compared to 44 minutes in men.

CT2, on the other hand, attracted more men than women. The 24-hour average was 67,000 (1.6%) and in the evening 141,000 (3.4%) men. For women, the numbers were 48,000 (1.1%), taking the 24-hour average, and 105,000 (2.4%) in prime time. Men also spent more time watching the CT2 offer – 24 minutes daily, compared to 16 minutes in women.

Attention devoted to CT1 rose with age, both in the all-day perspective and in prime time (from 7 to 10 p.m.). Taking the 24-hour average, the 1st channel was watched by 1.8% viewers aged 15–24, 3.1% viewers aged 25–44, 3.4% of those aged 45–54, 4.1% people aged 55–64 and 4.6% seniors aged 65 and older. Audience share fluctuated between 19 and 23%, its lowest level having been recorded in the group of 15–24 year olds and the maximum figures in the group aged 25–34 and also with seniors.

The interest of individual viewer groups was naturally the strongest in the evening hours: from 7 to 10 p.m. CT1 was watched on average by 5.2% of viewers aged 15–24, 9.7% people aged 25–34, 9.8% people aged 35–44, 10.9% those aged 45–54, 13.0% those aged 55–64 and 14.9% viewers aged 65 and older. Audience share oscillated between 21 and 26%. The lowest figures were recorded in the group of 15–24 year olds, while the neighbouring age group, 25–34 years, achieved the largest audience share.

Interest in CT2 rose relatively with rising age, both in the all-day average and in the evening. Taking the 24-hour average, the channel was watched by 0.9% viewers aged 15–24, 1.2% viewers aged 25–34, 1.4% people aged 35–44, 1.5% people aged 45–54, 1.6% people aged 55–64, and 1.7% seniors aged 65 and older. With viewers aged 15 to 54, audience share was at 9% and with viewers aged 55 and older, 8%.

The evening menu of CT2 was sought by 1.7% of viewers aged 15–24, 2.5% viewers aged 25–34, 2.8% people aged 35–44, 3.2% people aged 45–54, 3.5% people aged 55–64 and 4.0% seniors. Audience share ranged between 6 and 7%, the higher figure having been recorded with the age group 15–44 and the lower applying to people aged 45 and older.

Interest in CT1 rose with the relative level of education. Taking the 24-hour average, the 1st channel was watched by 3.0% viewers with elementary school education, 3.3% of those with training, but without completed secondary school education, 3.5% viewers with completed secondary education and 3.6% of college or university graduates. The rise in audience share corresponded to this: from 18% to 20%, then to 24% and, finally, 29%.

Evening offer of CT1 attracted 8.4% viewers with elementary school education, 10.1% viewers who got training without having completed secondary school education, 11.3% viewers with completed secondary education and 13.7% of college or university graduates. Audience share, too, rose in direct proportion: 19%, 21%, 26% and 32%.

CT2 ratings did not vary greatly with respect to the level of education. In the all-day perspective, the 2nd channel was watched by 1.2% viewers with elementary school education and other education groups showed the same level of interest, namely 1.4%. More marked differences were observed in audience share: viewers with elementary school education 7%, viewers with training but without completed secondary school education 8%, viewers with completed secondary education 10% and 11% of college or university graduates.

In the evening, interest in CT2 approximately doubled compared to the 24-hour average, but audience share was lower. Viewers with elementary school education: ratings 2.3%, audience share 5%; viewers with training but without completed secondary school education: ratings 2.9%, audience share 6%; viewers with completed secondary education: ratings 3.2%, audience share 7%; and college or university graduates: ratings 3.7%, audience share 9%.

According to their relative social and economic status, the viewers were grouped into five classes (A = upper, B = upper middle, C = middle, D = lower middle and E = low) and ratings of CT1 differed between individual classes, both in the all-day perspective and in evening preferences. With CT2, the situation was approximately the same.

The 24-hour ratings of CT1 fluctuated, while audience share fell consistently with class. A: ratings 3.1%, audience share 28%; B: ratings 3.3%, audience share 25%; C: ratings 3.2%, audience share 22%; D: ratings 3.4%, audience share 21% and E: ratings 3.5%, audience share 20%.

In the evening, the viewer response was quite different; A: ratings 11.1% with audience share of 31% = the highest figure; B: ratings 11.7% = the highest figure, audience share 28.0; C: ratings 10.1% = the lowest figure, audience share 24%; D: ratings 10.5%, audience share 22% and E: ratings 10.2% with audience share 20% = the lowest figure.

The 24-hour ratings of CT2 ranged between 1.3% (in classes A and C) and 1.4% (in the remaining classes – B, D and E). The changes in audience share were more telling – it fell consistently from the uppermost to the lowest class (A and B = 11%; C and D = 9% and E = 8%).

Evening ratings of CT2 fluctuated between 2.7 and 3.4% (A = 3.3%; B = 3.4% – the highest figure; C = 2.8%; D = 3.0% and E = 2.7% – the lowest figure). Audience share fell consistently with class (A = 9%; B = 8%; C = 7%; D = 6% and E = 5%).

As for the relative size of the place of residence, the ratings of both channels as well as their audience share fluctuated both in the 24-hour perspective and in the evening. The 24-hour ratings of CT1 ranged from 3.2 to 3.4% and the audience share from 20 to 23%. Maximum ratings and also audience share were recorded in municipalities up to 5,000 inhabitants. Minimum ratings characterised towns with 20,000 to 100,000 inhabitants and the smallest audience share was recorded in towns having from 5,000 to 100,000 inhabitants.

The evening offer of CT1 was least watched by viewers in municipalities up to 1,000 inhabitants and in towns with 5,000 to 20,000 inhabitants (equally 10.0%); on the other hand, the highest ratings was recorded with viewers in big cities with 100,000 and more inhabitants (11.0%). Audience share ranged from 21% in towns with 5,000 to 20,000 inhabitants to 25% in big cities.

Both the 24-hour and evening ratings of CT2 were highest in towns with 5,000 to 20,000 inhabitants: 1.6 and 3.3%. The smallest number of interested viewers was found in municipalities having up to 1,000 inhabitants: 1.1 and 2.4%. The 24-hour audience share ranged between 7 (in the smallest villages) and 9% (in towns with 5,000 or more inhabitants). Evening audience share was generally smaller: 5 (in the smallest villages) to 7% (in big cities).

As regards response to Czech Television broadcasting in individual regions, 24-hour ratings of CT1 ranged from 2.9% in the Liberec Region to 4.0% in Karlovy Vary Region. As for audience share, the minimum audience share was 18%, again in the Liberec Region, the maximum of 24% was recorded in the Hradec Králové Region.

Evening ratings ranged from 8.2% in the Liberec Region to 13.1% in Karlovy Vary Region. The prime time audience share ranged from 19% in the Liberec Region to 25% in the Zlín and Prague Regions.

Minimum 24-hour ratings of CT2 were 1.0% in the Vysočina Region, the maximum was 1.8% in the Hradec Králové Region; audience share under the same conditions ranged from 7% in the Liberec and Vysočina Regions to 12% in the Hradec Králové Region.

Evening ratings of CT2 ranged from 2.3% in the Vysočina Region to 3.9% in the Hradec Králové Region; audience share oscillated between 5% in the Vysočina Region and 8% in the Hradec Králové Region.

Response by mail and telephone

Mail and telephone responses to the programmes and overall activities of Czech Television bring a number of impulses, opinions, observations and suggestions, especially where the response is spontaneous, i.e. not requested or stimulated by means of surveys, competitions or choose-your-music programmes. This response also helps to define more precisely the socio-demographic characteristics of certain viewer groups, though it is necessary to bear in mind that it need not be proportionate to viewer interest, since the viewers who write or phone to Czech Television, or any other station, themselves form a specific viewer minority.

Moreover, the viewer response also reflects some more general trends in interpersonal communication, i.e. switches in the frequency and popularity of individual forms of communication – from traditional mail to electronic mail and from correspondence as such to telephonic contact.

Response by mail – comparison between 2001 and 2002

Response by telephone, e-mail and fax for the hard of hearing – CT Prague 2002

Response by telephone, e-mail and fax for the hard of hearing – CT Prague 2002

Source: Contact with the viewers of Prague CT, Brno TS, Ostrava TS.