The last world Cup showed how changed consumption of content became the norm online viewing. Separate broadcast “Match TV” over the Internet from the screen of the computer looked more than 20% of all viewers
Photo: Valery Matytsin / TASS
Success without a record
The domestic world did not beat the record for sports broadcasts on the size of the television audience. Most rating program has become the quarterfinals of the Russia — Croatia: Saturday evening, July 7, this game, which ended with the defeat of the national team under the leadership of Stanislav Cherchesov in the penalty shoot-out at home, watched TV, according to the research company Mediascope, over 14 million people over the age of four years residing in major cities.
The absolute record of TV viewing still belongs to the semifinals of Euro 2008, when Russia lost against Spain: ten years ago, on 26 June 2008, the performance of the team under the leadership of Guus Hiddink, was watched by 16.4 million Russians.
The absence of the home championship record for the size of the TV audience shows that TV has ceased to be the only way to monitor the performance of the national team. On the eve of the tournament Mediascope surveyed more than 1 thousand residents of large cities, wondering how they are going to follow the matches of the 2018 world Cup. Of those who are generally interested in football, 80% planned to watch the broadcast on TV, 63% — on the screens of computers or laptops, 43% — on the screens of mobile devices (possibly several answers).
If the results on TV-viewing meter, now delivers with the minimum of delay, the report, as I watched the championship matches on desktops and mobile devices, Mediascope plans to submit in August.
But now to get an idea about the potential audience of the world Cup 2018 on desktops is possible, for example, one channel is the “Match TV”. He, like other channels, “Gazprom-Media” is a member of the project to measure the so-called Big TV-rating, when taking into account viewers who watched a particular program is not only on TV but also online.
What Big TVstars out
Big TV-rating — a draft research company Mediascope, allowing to measure the audience of TV programs not only during the show directly to the broadcast (linear broadcast, or a first screen), but viewing it on the Internet — on computers and laptops (second screen), and accounted for as a streaming broadcast (viewing the content at the very moment when he goes on TV), and delayed viewing over seven days.
Broadcasters involved in the project, add in your content special labels, and implement the transmission of tag containing these marks. Thanks to them, the researcher recognizes who owns one or the other gear, what content and what part of it looked the user. In a situation when, for example, the same sports show on their websites, several broadcasters, the tags allow us to determine whose player the user has selected.
For television ratings, reflecting how many viewers watched it, adds her rank in the Internet that gives total Big TV rating.
The project involves 15 channels, but on a regular basis now provides information only on the seven that is included in the holding “Gazprom-Media”, TNT, TV3, “Friday”, “Match TV”, “2×2”, ТНТ4 and “Super”.
Up to 28% of the audience
At the request of RBC specialists of the Russian office of advertising group Dentsu Aegis Network analyzed Big TV-rated games of the 2018 world Cup, which from June 14 to July 2 broadcast “Match TV”.
In addition to this specialized channel, the official broadcasters of the championship were also “the First channel” “Russia 1”. And they showed live to the audience the most interesting matches, including with participation of Russian national team. On the “Match TV” these games were in the replay. In addition, all three official broadcaster on their websites established video players that is online to watch all matches live and recorded. Player of the “First” was also available to all users of “Yandex”.
Thus, the “Match TV” was not an exclusive offer for an Internet audience. But even in these conditions, ratings of online broadcasts of individual games on this channel has been extremely high. So, on Monday, July 2, “Match TV” was shown in the recording 1/8 final Russia — Spain (live stream this game the day before was covered by “Russia 1”). On the “Match TV” rating for broadcast in the target audience of the broadcaster (men 14-59 years) was, as measured Mediascope, 0,66%. In other words, repeat the 1/8 finals on 2 July, “Match TV” looked 0,66% of men of this age living in big cities. The rating of the same broadcast on the Internet and 0.26%, which ultimately gives the total same Big TV-rating — 0,92%. Thus, browsing on the Internet, and only on desktops, provided 28% of all viewers. For the analyzed period — from 14 June to 2 July — the highest figure for broadcasting the 2018 world Cup “Match TV”.
Have shown on “Match TV” a recording of the June 26 game of the group stage Russia — Uruguay (the day before, June 25, was a live broadcast on “the First channel”) the contribution of online translation Big TV in total was 22%. From other games, which is not part of the national team of Russia, the most significant contribution of 17% — in Big TV rating gave online broadcast July 2, repeat 1/8 final Uruguay — Portugal (live was on June 30 “the First channel”).
Of the 118 are shown from June 14 to July 2 games on “Match TV” 27 the contribution of the online broadcast of Big TV rating reached 5% or more, and 49 were close to zero. Not interested, for example, the Internet audience repeat 14 Jun game-open championship of Russia — Saudi Arabia. The television rating for the replay (on the same day was a live broadcast on “the First channel”, but inconvenient for the inhabitants of the European part of Russia time) should be as high as 1.4%, but on desktops with the help of the player “Match TV” that broadcast almost did not have spectators. “Match TV” reiterated the game Russia — Saudi Arabia on 19 June, the day its television rating was equal to 0.53 per cent, the Internet again is zero.
The average contribution of the Internet audience in the total rating of all broadcasts of the 2018 world Cup “Match TV” amounted to about 3%. Approximately the same rate as was generally all the programmes of the broadcaster in January—may 2018, according to the calculations of the Dentsu Aegis Network.
The championship has raised interest in online viewing of content, says Vice-President of the Russian office the Internet Advertsing Bureau Alexey Belyaev. Thus, in his opinion, sports are primarily watched on mobile devices, which do not count against your Big TV ratings. Mediascope data indicate that 21.6 million Russians over the age of 12, or 18% of total population access the Internet only from mobile devices.
The popularity of watching content on the Internet is one of the reasons of growth of demand for video advertising, said earlier the Russian office the Internet Advertsing Bureau. According to him, that video advertising is the most dynamically developing sub-segment: it costs advertisers in 2017 increased by 26% to RUB 8.3 billion, while overall in the world 22% to 166.3 billion RUB.
The triumph of the bookmaker
The largest advertiser in broadcasts of the 2018 world Cup on three channels — “First”, “Russia 1” and “Match TV” has become the bookie “F. O. N.” (brand “Fonbet”). As estimated by experts of the Russian office of Dentsu Aegis Network, commercials and sponsored screensavers “Fonbet” scored from 14 June to 3 July, more than 1 thousand points in the audience, “All viewers over four years.” In second place — the company “Technopark” owner of the brand Bork, only 551 point rating.
Advertising on TV is sold on the rating points, they reflect the number of viewers who saw the standard 30-second clip. But for such major sporting events as the football world Cup is an exception: in these broadcasts, advertisements are placed by the minute. The advertiser pays a predetermined price for the placement of their commercials with no guarantee what the audience will gather in the tournament (assuming that interest will be high).
The Agency “Telesport” has determined the base cost of 1 minute of the broadcasts of the matches of the 2018 world Cup on the “First” and “Russia 1” 7.5 million rubles, which is almost a third were less than the rates during UEFA Euro 2016. The successful performance of the Russian team in the championship has raised the attention of the audience to the games with the team of Stanislav cherchesova. Accordingly, increased ratings of broadcasting the entire tournament in General. Thus, placement by the minute in this world Cup 2018 have been beneficial to the advertisers.