Television scores in 2011!

A panorama of worldwide TV consumption

By Amandine Cassi, Eurodata TV Worldwide (France)

Cannes, France www.mipworld.com

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April 2012

Table of contents

More channels, more choice, more time in front of the TV

Television gets people together

2011, the year of live TV

Seeking talent

and alternative blockbusters

The power of brands

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More channels, more choice, more time in front of the TV

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A multiplication of new screens

Households around the world are becoming better and better provided with TV sets and other equipment that encourages TV consumption. The variety of screens is increasing, from the smallest to the largest, matching different levels of comfort for different consumption times or types of content. Smartphones and tablets are becoming the new small screens and are multiplying the occasions to watch content, especially TV content. According to GFK, 20 million smartphones have been sold in Great Britain and in Germany during 2011, 10 million in France and almost 8 million in Italy and Spain. Still in 2011, the number of tablets sold in the United Kingdom was four times higher than in 2010 with more than 4 million units. In Germany and France this figure stands at about 2 million.

Source: Eurodata TV Worldwide / GfK All rights reserved All rights reserved

A multiplication of new screens

In the mean time, the transition from analogue to digital signal has indeed boosted television sales, while new developments in image quality and content have made TV even more attractive. According to GFK, more than 7 million full HD TV sets were bought in Germany in 2011, 100 times more than five years ago.

Source: Eurodata TV Worldwide / GfK All rights reserved All rights reserved

 supporting TV consumption

This proliferation of screens supports an increasing thirst for content, and while small screens such as phones and tablets are devised for individual consumption, the "big television screen offers comfort and the opportunity to gather with family. In 2011, the average worldwide daily viewing time stood at 3 hours and 16 minutes per person per day, a progression of 6 minutes in comparison with 2010. This progression was notably supported by Asia and especially China, which registered a strong growth of +12 minutes in one year.

* In the Middle East, only Israel and Lebanon have people meter systems.

Source: Eurodata TV Worldwide / Relevant Partners All rights reserved

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This growth becomes part of the times

Daily viewing time per individual on the all individuals target The averages are weighted according to the size of the universe.

This growth has become part of the times, with a 20 minute increase in ten years on a constant 50 country scope from 3h31 in 2001 to 3h51 in 2011, and is also confirmed in mature markets with significant increases reported in several European countries in 2011. In France and Italy, where the time-shifted viewing measurement was introduced last year, the daily viewing time rose sharply, with +15 minutes and +7 minutes growth, respectively. In Spain, the last major European TV market with no time-shifted viewing measurement, TV consumption grew by 5 minutes. In the United Kingdom and in the United States, the daily viewing times remained quite steady but stayed above 4 hours a day.

Mega Panel Eurodata TV (50 territories): Austria, North Belgium, South Belgium, Bosnia-Herzegovina, Bulgaria, Canada, Croatia, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, Indonesia, Ireland, Israel, Italy, Japan, South Korea, Lebanon, Malaysia, Mexico, Holland, New Zealand, Norway, Philippines, Poland, Portugal, Romania, Russia, Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland (French, German, Italian) Taiwan, Thailand, Turkey, Ukraine, UK, US, Venezuela, Vietnam, (2010 & 2011 Singapore excluded)

Source: Eurodata TV Worldwide / Relevant Partners All rights reserved All rights reserved

Television, still number one with young adults

Despite new media choices, television is still number one with young adults. After an exceptional year in 2010, very good results regarding young adults TV consumption habits were also recorded in 2011. Despite being more likely to be attracted by other media, especially the Internet, than older audiences, TV remains their favorite media. This trend is clearly confirmed in European countries. In the United States, in spite of a slight decrease, 15-24 year olds spent 3 hours and 32 minutes a day in front of their TV screens in 2011, i.e. the equivalent of the time spent watching television in France across the whole population in 2010! Average Daily Viewing Time (2009 2011)

Results based on consolidated ratings in Germany, France, the UK and Italy (since May 2011 for the latter). Time shifted viewing not measured in Spain. Results based on Live (DVR Playblack included) in the USA

Source: Eurodata TV Worldwide / Mediametrie (France) / BARB (UK) / AGF/GfK Fernsehforschung (Germany) / Auditel (Italy) / Kantar Media (Spain) / Nielsen Media Research (USA) All rights reserved
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An ever-growing channel offer

The expansion of the channel offer, reinforced by the analogue switch-off, is an extra motivation to consume television. In Spain, for example, the market share of those channels other than the historic analogue selection has grown from 9% in 2001 to nearly 47% ten years later. This is nearly the same level as in the UK, where these channels already enjoyed a share of 20% in 2001. In France, 2011 was the last year for mixed analogue and digital TV, and the non-historical channels already reached a share of almost 35%, showing strong potential for further development over the next few years. In Italy and the UK, the switch off is scheduled for the end of the year.

Evolution of the audience share of the challengers

(all except the historic channels*)

The situation is quite different in the Netherlands and Germany. As both countries already had extended channel offers via cable or satellite, German and Dutch people have been used to a wide range of TV channels. In the Netherlands, analogue switch-off occurred in 2006 but it seems historical channels have been largely successful in resisting the growth of new challengers.

Source: Eurodata TV Worldwide / Mediametrie (France) / BARB (UK) / AGF/GfK Fernsehforschung (Germany) / Auditel (Italy) / Kantar Media (Spain) / Stichting KijkOnderzoek (Netherlands) All rights reserved

* Historic Leaders: Germany : ARD 3, ARD 1, ZDF, RTL, Sat1, Pro7 / France : TF1, France 2, France 3, M6, France 5/Arte, Canal+ / Spain : La1, La2, Tele5, Antena 3, regional channels FORTA / Italy : Rai Uno, Canale 5, Italia 1, Rai Due, Rai Tre, Rete 4, La Sette (La Sette replaced TMC le 24 June 2001) / Netherlands : Nederland 1, Nederland 2, Nederland 3, RTL4, RTL5, RTL7 (ex Yorin), SBS6, Net5, Veronica (ex V8) / UK (high definition included where measured) : BBC1, ITV1, Channel 4, BBC2, Five.

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A desire for greater control

A wider choice of channels and content naturally drives viewers to want more control over what they watch and when. In the UK, one household in two is equipped with a personal video recorder (PVR), while in Australia this proportion rises to 44%, 11 points higher than just one year ago. Digital recording devices encourage time-shifted viewing, consumption of which adds 11% to daily viewing times in the US and 10% in the UK, a contribution that has multiplied by 8 in six years. In France, where only one third of TV households are equipped with a PVR, the contribution of time-shifted viewing is modest, adding just 3% to daily viewing timesa proportion which naturally doubles if we focus on PVR-equipped households only. Sport matches, news or political shows and variety shows, which all encourage commentary on social media, are more likely to be consumed live, while fiction lends itself more to time-shifted viewing. Fiction programmes represent almost 50% of time-shifted viewing consumption in the USA, UK and France, peaking at 63% of time-shifted viewing in Finland. In the US, the popular comedy series Modern Family gained no less than 5.7 million viewers for the episode broadcast on November, 23rd 2011, which attracted 12.7 million viewers live.
Source: Eurodata TV Worldwide / Nielsen Media Research (USA) / BARB / Mdiamtrie All rights reserved All rights reserved

TV in life

The increase in daily viewing time means that moments that were spent on other leisure activities are now being dedicated to TV. This includes times of day that do not traditionally attract large audiences outside of primetime, including morning programmes, extended primetime and special events. In the past ten years, the occasions for watching television have only grown. In 2011, it remains the only medium to mobilize a massive audience and break ratings records, even at unpromising times of day.

Based on consolidated audience (where time shifted viewing measured), Monday to Friday, All individuals

2011 2001
(2002 United Kingdom)

Source: Eurodata TV Worldwide / Mediametrie / BARB / AGF/GfK Fernsehforschung All rights reserved

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Streaming: a complementary audience

Another time and way to watch television is via the Internet. Streamed web television gathers a complementary audience for linear television that, far from cannibalizing regular TV consumption, is in fact supporting it. In the Netherlands for instance, the TV audience obviously correlates with the increase of the web TV audience. Thus, The Voice of Holland, the third-best performing programme on web television, saw its number of streams increase by 35% compared to 2010 while its TV audience doubled.

Top five best web audiences in the Netherlands

2011 vs 2010 (in brackets) Total Individuals Universe: 15,249,000

Source : Eurodata TV Worldwide / Stichting KijkOnderzoek All Rights Reserved

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The Internet : a potential for growth for TV channels

In France and the US, three quarters of all web users watch video on the computer, and 7/10 in the UK. Young audiences are particularly interested in watching video content online; people aged 12 to 24 years old in the UK watch almost 9 hours of video content per person per month. TV is still the number one medium for young audiences but there is significant potential for the computer screen on this particular target. TV channels in the US represent less than 5% of the global video offer on the Internet as YouTube, Netflix and Hulu are the main providers for TV content. In Europe however, TV channels, mainly historical channels such as TF1, M6 and Canal+ in France or BBC and Channel 4 in the UK, play a major role in providing video content on the Internet.

Source : Mediametrie//NetRatings Video measure December 2011 All sites of connection - Ad how categorisation of all players Base : 2 years+

Source : Nielsen Video Census UK January 2012 Home&Work Ad hoc categorisation of the top 20- Base : 2 years+

Source : Nielsen Video Census USA January 2012 All site of connection Ad hoc categorisation of the top 20 - Base : 2 years+

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Television gets people together

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Content, the uncontested driver of TV consumption

Content is the uncontested driver of TV consumption throughout the world. It is the primary motive to tune in or go online. However, while internet consumption still remains largely individual, television is a collective medium that gathers the largest audiences. While international formats are traveling fast, local content and preferences prevail.

Best audiences of 2011, by genre

In 2011, the audience record was once again broken in China with the Chinese New Year celebrations, which united nearly 203 million viewers in front of their screens. In the United States, more than 111 million American viewers watched the Super Bowl in 2011. Apart from China and the US, the third largest audience was achieved by the longrunning German game show Wetten Dass? with more than 14.8 million viewers.

Source: Eurodata TV Worldwide / Relevant Partners All Right Reserved All rights reserved

Worldwide top rankings: more news, more series

Looking at the 10 top ranking shows (excluding sports) in 70 territories, fiction took back its place as the top genre this year, representing 41% of the best performing programmes. Series were especially popular, accounting for 69% of the fiction entries in the top rankings, nine points up from 2010; this success was notably driven by local productions. Entertainment accounts for 38% of the top 10 rankings with all countries combined. Events such as The Eurovision Song Contest and reality shows are the main drivers of the genre.

Factual programmes benefited from the exciting news headlines of 2011, television being the first entry point for information. News bulletins represented 63% of the factual programmes appearing in top rankings in 2011, an increase of 10 points in comparison with 2010.
Top 10 programs in 2011 (excluding sport) by genre
(based on the number of occurrences in %) - 70 Territories included

Source: Eurodata TV Worldwide / Relevant Partners All Right Reserved

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2011, the year of live TV

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Television, the source for live and exclusive content

In a year packed with newsworthy events, television was able to establish itself like never before as the source for live and exclusive material.
Evolution of channel market share (2011 vs 2010)

In Japan, four out of the 10 top programmes were news; three of them aired during the week of the Fukushima disaster. Another example is the information channel Rai News in Italy, which tripled its audience in a year. In France, news programmes were particularly powerful during the Dominique Strauss-Kahn scandal that also helped specialized news channels such as BFM TV, which increased its audience by 56% in a year.

On TF1, the exclusive first interview with DSK after his trial drew 12.5 million viewers and a share of 44.4% in September. On a more lighthearted note, The Royal Wedding in the UK gathered 13.6 million viewers on BBC One at 8am. In France, the final of the Rugby World Cup took the top place in the years ranking with 15.4 million viewers at 10am.

Source: Eurodata TV Worldwide / AGF/GfK Fernsehforschung (Germany) / BARB (UK) / Nielsen Media Research (USA) / BBM (Canada) / Kantar Media (Spain) / Mediametrie (France) / Auditel (Italy) All Right Reserved All rights reserved

Seeking talent

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Formats: unstoppable success

On the entertainment front, the success of formats has confirmed itself thanks to the continuing hunger for local and regional content. Singing and dancing formats travel the fastest as music is at the core of every culture around the globe and brings together all generations. The Eurovision Song Contest appears 18 times in the international programme rankings. The long-running European event is especially popular in Northern & Eastern Europe. In Iceland, the finale drew in almost 70% of the population, and a 99.1% share. In Greece, one third of the population watched the finale and achieved more than 70% share.
Number of Appearances in the Top 10s
70 countires in 2011 (baased on best episode, excluding sport)

This year, talent quest musical formats remain the brands which are most widely exported and which gathered the best audiences. Got Talent appears among the top 10 programmes in 11 different countries, Idol occurs in the rankings of eight countries, Strictly Come Dancing in seven and X Factor in five. The latter was launched in the US last September and even if it does not figure in the annual top 10 ranking, it significantly boosted Foxs audience in primetime.

* In brackets, 2010 information

Source: Eurodata TV Worldwide / Relevant Partners All Right Reserved All rights reserved

2011, feel-good formats

The most recent international phenomenon, The Voice, imposed itself among the top ten shows of the Netherlands, Bulgaria and Denmark and ignited ratings in many other countries such as Germany, Israel, Turkey and more recently France. In the Netherlands, the kids version is already a success and Talpa announced it as a flagship show to be presented during MIPTV 2012.

Globally, new formats in 2011 tended to have a generally positive feel, in counterbalance to the often frightening images viewers found on the news. Reality TV is still doing well and looks set to continue to do so for the foreseeable future. Over the last ten years, the genre has managed to reinvent itself continuously as illustrated by the current trend for scripted / constructed reality. Among the newest titles from this genre, Day & Night (All3Media International) is one of the most emblematic. This 120-episode daily reality soap features young people who share an apartment in Berlin. It started discreetly on RTLII, and quickly gained popularity on Facebook, getting more than 1 million fans in a few weeks. Over the 120 episodes, the show doubled its share with people 14-49, and globally improved the channels share by 40% with the same demo.

Source: Eurodata TV Worldwide / Relevant Partners All Right Reserved All rights reserved

 and alternative blockbusters

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The end of US dominance in fiction

US productions continue to export well and fill up programming grids. However, alternative territories are gaining ground when it comes to fiction at the expense of the US series. While five years ago, the C.S.I franchise, Desperate Housewives, Greys Anatomy and House (to name only a few) flooded the international top rankings, in 2011 only House appeared in more than one country (Canada and France) as well as the American sitcom Two and a Half Men, which figures in the US top rankings but also those of Australia, English-speaking Canada and Italian-speaking Switzerland.
Number of Appearances in the Top 10s
70 countires in 2011 (baased on best episode, excluding sport)

* In brackets, 2010 information

Source: Eurodata TV Worldwide / Relevant Partners All Right Reserved All rights reserved

Emergence of alternative international suppliers

In the meantime, Turkish series continue to thrive internationally, such as Ak ve Ceza, a local success which finds itself among the most popular broadcasts in Bosnia Herzegovina, Croatia and Macedonia. Magnificent Century, based on events that occurred during the reign of Sleyman I, also known as Suleyman the Magnificent, created quite a stir in the Turkish media and received great criticism for allegedly portraying the Ottoman dynasty as both indecent and hedonistic. The series was sold to more than 40 countries. British series are also extending their status worldwide, both in Europe and in the United States. In 2011, Downton Abbey was critically acclaimed and ignited the ratings internationally: it appeared in the annual Top 10 in the United Kingdom and Australia, and particularly boosted broadcasters ratings in Spain, Sweden and in the US on PBSs Masterpiece slot. Another British series unveiled in 2012 on BBC1 is also commanding attention: Call the Midwife. This drama, set in London's East End during the 1950s, based on the memoirs of Jennifer Worth, portrays a newly qualified midwife as she begins her career alongside an order of nursing nuns. The six-episode series culminated in more than 11 million viewers for the last episode, breaking records on BBC1.

Source: Eurodata TV Worldwide / Relevant Partners / NOTA All Right Reserved All rights reserved

The spread of international co-productions

While national productions still enjoy the lions share of the national top rankings, we are nonetheless witnessing a spread of international co-productions that opens up new possibilities for the future of TV. In 2011, Borgia, The Bridge and Death in Paradise were among the best performing international co-productions. In 2012, Lilyhammer, a Norwegian-American television series, stars a New York gangster trying to start a new life in far away Lillehammer, Norway. This seven episode series co-produced by the Norwegian pubcaster and Netflix achieved shares above 55%. One of the most anticipated miniseries to be premiered during MIPTV was Julian Fellowess Titanic, an international co-production by ITV and Deep Indigo, Sienna Films and Mid-Atlantic Films (UK / Canada / Hungary).

Source: Eurodata TV Worldwide / Relevant Partners / NOTA All Right Reserved All rights reserved

The power of brands

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Brands make the difference!

In ten years, international TV landscapes have changed dramatically due to the proliferation of new channels, new content and new media. Viewer engagement and loyalty are at the core of broadcasters strategies. To make the difference and stand out from the crowd, content need to resonate with local audiences and to bring a global and/or dual-screen experience. Indeed, the fragmentation of channel market share is also noticeable with programmes. Among a constant panel of 48 territories, in 2001, 11 shows gathered more than 50% of the population. None of them manage to reach that level of audience in 2011. In the meantime, the proportion of shows that gathered between 10% and 20% of the population doubled in ten years.
2011 vs 2001 rankings, repartition of occurrences by rating%

Mega Panel Eurodata TV (48 territories): Austria, North Belgium, South Belgium, Bosnia-Herzegovina, Bulgaria, Canada, Croatia, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, Indonesia, Ireland, Israel, Italy, Japan, South Korea, Lebanon, Malaysia,, Holland, New Zealand, Norway, Philippines, Poland, Portugal, Romania, Russia, Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland (French, German, Italian) Taiwan, Thailand, Turkey, Ukraine, UK, US, Venezuela, Vietnam, (2010 & 2011 Singapore excluded).

Source: Eurodata TV Worldwide / Relevant Partners All Right Reserved All rights reserved

A few titles gather the largest audiences

In 2001, several titles broadcast on a small selection of channels gathered very large audiences. In 2011, only a few titles proposed across a much wider choice of channels managed to maintain these very high ratings. Strong brands and properties such as The Eurovision Song Contest, the Super Bowl, and previously mentioned talent quest formats such as X Factor, Got Talent or The Voice managed to draw in the largest audience. Efficient brand and multiscreen strategies have become necessary to maintain a strong audience and to stand out among the variety of TV channels and video content providers on the Internet.

Source: Eurodata TV Worldwide / Relevant Partners All Right Reserved All rights reserved

One television year in the world

This analysis is based on the One TV Year in the World: 2012 Edition by Eurodata TV Worldwide. The survey reviews the consumption of television worldwide in 2011 and audience successes in more than 80 countries and 100 territories.
The 19th edition brings overall results and key evolutions in the markets surveyed. The Report features : > Annual daily viewing time per individual > Audience shares for all channels (total day & primetime) > Channel genre, status and their technical penetration > Audience measurement and TV distribution information > Ranking of the best watched TV shows

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About the author

Created by Mdiamtrie, Eurodata TV Worldwide distributes programming and audience information based on its partnership with national institutes operating people meter systems throughout the world. Today, Eurodata TV Worldwides database contains more than 3,000 channels in more than 80 countries and provides an exhaustive amount of daily programme information including: content, production, international distribution and the audience levels for target programmes, with all data emanating directly from the relevant authorized institute based in each country around the world. This data provides a range of services which help in the decision-making process of international media professionals. For more information, please contact acallay@eurodatatv.com.

This report is brought to you by MIPTV/MIPCOM MIPTV & MIPCOM are the worlds leading content markets for creating, co-producing, buying, selling, financing and distributing entertainment & TV programmes across all platforms.

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