Dear colleagues,

The long-awaited disconnection of analog TV has finally began.

It was launched only in Kyiv and Kirovograd region but all the TV market participants are waiting for the results. In our turn, we fix TV viewing and number of subscribers in our IPTV/OTT-pannel. These figures will become a history soon. We expect whether they confute or confirm the prognosis of BIG DATA UA Director Serhii Boyko regarding 0.5 million households  growth in the pay TV market.

Recall, the pannel also contains mechanism to calculate approximation of coverage. In other words, you can always verify the number of households that have seen your advertisement or sponsored program. A wide range of thematic channels could help you to allocate targeted advertisement for the audience which is interested in your product.

It’s the reason we start adding the approximated coverage data and you can easily calculate value of advertising placement on any channel basing on the price for 1000 ad exposures. Here are some figures to think over it. The generalists TV channels group has totally generated about 2.45 million ad exposures, the entertainment TV channels group – 0.86 million, the news TV channels group – 0.6 million. Note, we speak about households (families), so the individuals exposures are greater in number. It worth thinking about, isn’t it?

Let's move to figures. As on July 2018, IPTV/OTT-panel accounted for 328.7 thousand households that is 16 thousand more than in previous month. Sure, FIFA World Cup broadcasting played the great role in the growth. Anyway, we were fixing the substantial growth of IPTV/OTT subscribers during the previous months.

The rating of general TV viewing significantly reduced (from 2.16% in June till 1.76% in July) in July. The reason of such decrease was daily audience coverage down on OTT and IPTV services. In fact, FIFA World Cup has just postponed season TV viewing lowering within a month. TV viewing has reduced as broadcast frequency and number lowered.