Media audiences in the Republic of Moldova

Transcription

1 Media audiences in the Republic of Moldova (survey commissioned by the Independent Journalism Center from IMAS-Inc Chisinau) Research methodology The general method used in this survey is based on day-after-recall interviews. The gist of this method is that interviewees are asked, in a face-to-face home interview, to recall what TV stations they watched, what radio stations they listened to, and what publications they read on the day before. The objective of the present survey was to assess the audiences of TV and radio stations, dailies, weeklies and monthlies in the Republic of Moldova. The audiences of both nation-wide as well as regional and local media were measured. The population of the survey is represented by the population of the Republic of Moldova aged 14 and above (2,859,582 people). The sample is representative of this population. Interviews were conducted in the course of 14 days (October 16-29, 2003). Thus, the recorded audience covers two full weeks (16-22 October and October). In the first phase a probabilistic, stratified sample was designed. The following are the stratification criteria: 1. geographical area residence (urban-rural), size of urban communities (2 types), type of rural communities (commune village/member village) The sizes of urban and rural strata were calculated proportionally to the number of population as per data supplied by the Department of Statistics of Moldova. Within adjusted strata, communities (61) were selected randomly based on a table with random numbers. In each community, a number of sampling points were identified, so that the maximal number of interviews in a sampling point would be 8. The families to be interviewed were selected by the method of random route, based on a statistical step. In order to allow for comparisons between days of the week, all daily samples must have the same dimension and the same socio-demographic structure. Therefore, we used share sampling. That is, the total number of interviews in each community was divided, in the second phase, into days and shares. The shares were designed along the following characteristics: sex age urban/rural residence The shares were designed based on data supplied by the Department of Statistics of Moldova and the data obtained from surveys conducted by IMAS Inc in the last year on representative samples in the entire country. Daily samples were of 79 people. Since the survey went on for two weeks, each day of the week was matched by a sample of 158 people. The entire sample was 1097 people. The accuracy of measurements, and hence the margin of error, depend on the rate of an event s occurrence (i.e. the value that the measured indicator assumes) and on the size of the sample or the sub-sample to which the corresponding rate refers. The table below shows error margins for each sub-sample used. Share 99% 95% 90% 85% 80% 75% 70% 65% 60% 55% 50% 1% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Sample size??????????? one day % 3.4% 4.7% 5.6% 6.3% 6.8% 7.2% 7.5% 7.7% 7.9% 7.9% 2 days (weekend) 5 days (working) 7 days (full week) % 2.4% 3.3% 4.0% 4.5% 4.8% 5.1% 5.3% 5.5% 5.6% 5.6% % 1.5% 2.1% 2.5% 2.8% 3.1% 3.2% 3.4% 3.5% 3.5% 3.5% % 1.3% 1.8% 2.1% 2.4% 2.6% 2.7% 2.9% 2.9% 3.0% 3.0% *the full version of the survey can be found at: analytical bulletin 1

2 Consumption habits. Generalities What is your preferred information source? Maximum 2 answers Sample: 1097 respondents total First mention Second mention Total 21.1% 31.9% 53.0% TV 66.2% 18.8% 85.0% Printed press 3.0% 13.0% 16.0% Internet 1.6% 1.7% 3.3% Neighbors, relatives, friends 6.4% 13.8% 20.2% None 1.2% 1.2% NA 0.5% 0.5% A. RADIO 1. Consumption habits 1.1 How often do you listen to the radio during the week? Never 25% Don t know/na 2% Daily (6-7 days) 40% More rarely 9% 1-2 days per week 9.3 % 3-5 days per week 15.1% 1.2 On an average day on which you listen to the radio, how many hours are you listening to the radio? More than 6 hrs 12% Between five and six hrs 7% Between four and five hrs 5% Don t know/na 5% One hour or less 22% Bteween three and four hrs 9% Between two and three hrs 17% Between one and two hours 23% Mass Media in Moldova 2

3 2. What radio stations do you listen to most frequently? Sample: 824 respondents listening to radio First Second Third mention (%) mention (%) mention (%) Total (%) Moldova Russkoe HIT FM Antena C Dinamit FM Maiak Chanson ,5 FM Romania Actualitati Little Samaritan Evropa Plus FM Inter FM Vocea Basarabiei Avto Nashe radio Nova PRO FM Free Europe Iasi Other (under 1% each) Don t know No answer You said most often you listen to radio station. Why do you prefer this station? a) Why preference for Moldova (the most frequently listened to station) Sample: 277 respondents who prefer Moldova 1. national information % 2. news...8.9% 3. information...8.8% 4. diversity of programs...8.0% 5. interesting programs...8.0% 6. no other option available...6.8% 7. music (good, much)...6.2% 8. it s nationwide...2.9% 9. I like it...2.8% 10. better reception...1.8% 11. more interested in it...1.5% 12. received everywhere...1.1% 13. accurate news...1.0% 14. other reason (under 1% each)...7.9% 15. don t know % 16. no answer...7.8% analytical bulletin 3

4 b) Why preference for Russkoe (the most frequently listened to station) 1. music (good, much) % 2. interesting programs...5.6% 3. old Russian songs...3.4% 4. news...2.9% 5. diversity of programs...2.7% 6. children, grandchildren like it...2.1% Sample: 147 respondents who prefer Russkoe 7. entertaining % 8. I like it % 9. it s on at my workplace % 10. other reason (under 1% each) % 11. don t know % 12. no answer % 2.1 Name three radio programs you prefer and the stations broadcasting them? 1. News - Moldova % 2. Music - Russkoe % 3. Musical dedications 1 - Moldova. 9.0% 4. Musical dedications 2 - Moldova. 7.0% 5. Music - HIT FM % 6. Unda diminetii - Moldova % 7. La vatra jocului - Moldova % 8. News - Antena C % 9. Pentru virsta a treia - Moldova % 10. Musical dedications - Russkoe % 11. Musical dedications 3 - Moldova. 2.8% 12. L vatra jocului - Moldova % 13. Music - Moldova % 14. News - Russkoe % 15. Musical dedications - Antena C % 16. Children s hour - Moldova % 17. Lunch concert - Moldova...2.1% 18. Stol zakazov - Russkoe...2.0% 19. News - HIT FM...1.9% 20. Musical dedications - HIT FM...1.9% 21. Music - Chanson...1.5% 22. drama - Moldova...1.2% 23. Music - Antena C...1.2% 24. Music - FM...1.1% 25. Musical dedications - Vocea Basarabiei.1.1% 26. Music - Maiak...1.0% 27. Podsolnuhi - Russkoe...1.0% 28. Music - Dinamit FM...1.0% 29. Religious programs - Little Samaritan...1.0% 30. Musical dedications - Dinamit FM...1.0% 31. None...5.3% 32. Don t know % 33. No answer...6.6% Chapter 3: audiences 3.1. audience per day DAILY REACH This indicator measures the proportion (or the absolute number) of persons who, in the course of one day, listened to a radio station for at least 8 minutes. a) Daily Reach (%) Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* Moldova Russkoe HIT FM Antena C Dinamit FM Mass Media in Moldova

5 Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* Chanson Maiak Evropa Plus Avto Romania News FM Little Samaritan Nova PRO FM Free Europe na 7 kholmakh Nashe radio Europa FM Vocea Basarabiei Other stations All stations *daily average b) Daily Reach (thousand people) Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* Moldova Russkoe HIT FM Antena C Dinamit FM Chanson Maiak Evropa Plus Avto Romania News FM Little Samaritan Nova PRO FM Free Europe na 7 kholmakh Nashe radio Europa FM Vocea Basarabiei Other stations All stations analytical bulletin 5

6 Prime-Time Reach This indicator measures the proportion (or the absolute number) of the people who, between 7 a.m. and 2 p.m., listened to a radio station for at least 8 minutes. a) Prime Time Reach (%) Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* Moldova Russkoe HIT FM Antena C Maiak Chanson Dinamit FM Avto Evropa Plus Little Samaritan PRO FM FM Nashe radio na 7 kholmakh Nova Romania News Europa FM Other stations All stations *daily average b) Prime Time Reach (thousand persons) Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* Moldova Russkoe HIT FM Antena C Maiak Chanson Dinamit FM Avto Evropa Plus Little Samaritan PRO FM FM Mass Media in Moldova

7 Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* Nashe radio na 7 kholmakh Nova Romania News Europa FM Other stations All stations *daily average Daily Market Shares This indicator measures the market shares of radio stations on a given day; (the listening time of one station divided by the total listening time in a given day) Mo Tue We Thu Fri Sa Su work day Week end Mo-Su Moldova Russkoe HIT FM Antena C Dinamit FM Avto Chanson Evropa Plus Maiak FM Little Samaritan Nova Romania News PRO FM Free Europe Europa FM na 7 kholmah Nashe radio Vocea Basarabiei Other stations All stations analytical bulletin 7

8 Prime-Time Market Shares This indicator measures the market shares of radio stations between 7 a.m. and 2 p.m., (the listening time of a radio station divided by the total listening time between 7 a.m. and 2 p.m.). Mo Tue We Thu Fri Sa Su work Week Mo-Su day end Moldova Russkoe HIT FM Antena C Chanson Avto Maiak Dinamit FM FM Little Samaritan PRO FM Evropa Plus Nova Romania News Europa FM na 7 kholmakh Nashe radio Vocea Basarabiei Free Europe Other stations All stations Ratings (average ratings per quarter hour - in the entire day) This indicator measures the ratings of radio stations, in the course of one day (the average of all exposures 15 minutes each for a radio station--divided by the entire sample of the day). Mo Tue We Thu Fri Sa Su work Week Mo-Su day end Moldova Russkoe HIT FM Antena C Dinamit FM Avto Chanson Evropa Plus Maiak FM Mass Media in Moldova

9 Mo Tue We Thu Fri Sa Su work Week Mo-Su day end Little Samaritan Nova Romania News PRO FM Free Europe Europa FM na 7 kholmakh Nashe radio Vocea Basarabiei Other stations All stations Prime-Time Ratings (average ratings by quarter hour - between 7:00-14:00) This indicator measures the ratings of radio stations, between 7:00-14:00 hrs (the average of all exposures of 15 minutes each for a radio station between 7:00-14:00, divided by the entire sample of the day). Mo Tue We Thu Fri Sa Su work Week Mo-Su day end Moldova Russkoe HIT FM Antena C Chanson Avto Maiak Dinamit FM FM Little Samaritan PRO FM Evropa Plus Nova Romania News Europa FM na 7 kholmakh Nashe radio Vocea Basarabiei Free Europe Other stations All stations analytical bulletin 9

10 Average daily listening time (minutes) (how many minutes an individual spends listening to a radio station, in the course of one whole day) a) The whole day Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* Moldova Antena C Russkoe HIT FM Nova Little Samaritan Maiak Vocea Basarabiei FM Romania News Free Europe Europa FM PRO FM Chanson Evropa Plus Dinamit FM Avto Nashe radio na 7 kholmah Other stations All stations b) Prime Time (7:00 14:00) (how many minutes an individual spends listening to a radio station, between 7:00-14:00). Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* Moldova Antena C Russkoe HIT FM Nova Little Samaritan Maiak Vocea Basarabiei FM Romania News Free Europe Europa FM Mass Media in Moldova

11 Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* PRO FM Chanson Evropa Plus Dinamit FM Avto Nashe radio na 7 kholmakh Other stations All stations audience - by quarter hour Reach (thousand people) a) The entire week N = 1097 TOTAL Moldova Antena C Russkoe HIT FM Nova Little Samarit an Maiak Vocea Basarabiei FM 05:00-05: :15-05: :30-05: :45-05: :00-06: :15-06: :30-06: :45-06: :00-07: :15-07: :30-07: :45-07: :00-08: :15-08: :30-08: :45-08: :00-09: :15-09: :30-09: :45-09: :00-10: :15-10: analytical bulletin 11

12 N = 1097 TOTAL Moldova Antena C Russkoe HIT FM Nova Little Samarit an Maiak Vocea Basarabiei FM 10:30-10: :45-10: :00-11: :15-11: :30-11: :45-11: :00-12: :15-12: :30-12: :45-12: :00-13: :15-13: :30-13: :45-13: :00-14: :15-14: :30-14: :45-14: :00-15: :15-15: :30-15: :45-15: :00-16: :15-16: :30-16: :45-16: :00-17: :15-17: :30-17: :45-17: :00-18: :15-18: :30-18: :45-18: :00-19: :15-19: :30-19: :45-19: :00-20: :15-20: :30-20: :45-20: :00-21: :15-21: :30-21: Mass Media in Moldova

13 N = 1097 TOTAL Moldova Antena C Russkoe HIT FM Nova Little Samarit an Maiak Vocea Basarabiei FM 21:45-21: :00-22: :15-22: :30-22: :45-22: :00-23: :15-23: :30-23: :45-23: :00-24: :15-24: :30-24: :45-24: :00-01: :15-01: :30-01: :45-01: :00-02: :15-02: :30-02: :45-02: :00-03: :15-03: :30-03: :45-03: :00-04: :15-04: :30-04: :45-04: N = 1097 Romania News Free Europe Europa FM PRO FM Chanson Evropa Plus Dinamit FM Avto Nashe radio 7 na 7 kholmakh Other stations 05:00-05: :15-05: :30-05: :45-05: :00-06: :15-06: :30-06: :45-06: analytical bulletin 13

14 N = 1097 Romania News Free Europe Europa FM PRO FM Chanson Evropa Plus Dinamit FM Avto Nashe radio 7 na 7 kholmakh Other stations 07:00-07: :15-07: :30-07: :45-07: :00-08: :15-08: :30-08: :45-08: :00-09: :15-09: :30-09: :45-09: :00-10: :15-10: :30-10: :45-10: :00-11: :15-11: :30-11: :45-11: :00-12: :15-12: :30-12: :45-12: :00-13: :15-13: :30-13: :45-13: :00-14: :15-14: :30-14: :45-14: :00-15: :15-15: :30-15: :45-15: :00-16: :15-16: :30-16: :45-16: :00-17: :15-17: :30-17: :45-17: Mass Media in Moldova

15 N = 1097 Romania News Free Europe Europa FM PRO FM Chanson Evropa Plus Dinamit FM Avto Nashe radio 7 na 7 kholmak h Other stations 18:00-18: :15-18: :30-18: :45-18: :00-19: :15-19: :30-19: :45-19: :00-20: :15-20: :30-20: :45-20: :00-21: :15-21: :30-21: :45-21: :00-22: :15-22: :30-22: :45-22: :00-23: :15-23: :30-23: :45-23: :00-24: :15-24: :30-24: :45-24: :00-01: :15-01: :30-01: :45-01: :00-02: :15-02: :30-02: :45-02: :00-03: :15-03: :30-03: :45-03: :00-04: :15-04: :30-04: :45-04: analytical bulletin 15

16 Chapter 4: listener profile a) Total sample Sex Residence Age: Education Socio economic level The entire day Prime Time Total radio Moldova Russkoe Total radio Moldova Russkoe Male 44.7% 45.3% 48.2% 41.6% 40.4% 47.2% Female 55.3% 54.7% 51.8% 58.4% 59.6% 52.8% Rural 68.7% 40.3% 54.0% 72.2% 42.0% 58.9% Urban 31.3% 59.7% 46.0% 27.8% 58.0% 41.1% % 20.1% 18.1% 5.1% 16.9% 11.5% % 23.5% 24.0% 16.1% 24.2% 26.1% % 30.5% 24.9% 30.0% 31.7% 27.5% % 20.6% 19.1% 27.4% 23.2% 20.6% % 5.3% 13.9% 21.4% 4.0% 14.3% Incomplete secondary 25.8% 21.7% 27.2% 25.5% 19.4% 22.7% Secondary or vocational 43.1% 49.0% 41.8% 43.7% 49.4% 43.7% High-school, posthigh-school 16.4% 12.8% 11.2% 15.8% 11.8% 12.3% Higher 14.8% 16.4% 19.8% 15.0% 19.4% 21.3% Low 35.8% 27.1% 27.0% 36.9% 25.5% 28.0% Average 36.1% 31.2% 36.9% 35.1% 34.2% 36.6% High 28.1% 41.7% 36.1% 27.9% 40.3% 35.4% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% b) work day The entire day Prime Time Total radio Moldova Russkoe Total radio Moldova Russkoe Sex Male 45.1% 48.4% 47.9% 42.0% 38.7% 47.2% Female 54.9% 51.6% 52.1% 58.0% 61.3% 52.8% Residence Rural 70.8% 32.3% 52.8% 75.7% 28.9% 58.3% Urban 29.2% 67.7% 47.2% 24.3% 71.1% 41.7% % 20.2% 18.2% 5.6% 17.1% 11.3% % 24.2% 23.8% 15.9% 24.9% 25.4% Age: % 29.2% 22.9% 26.1% 32.9% 26.3% % 19.6% 20.7% 29.5% 20.8% 22.5% % 6.8% 14.4% 22.9% 4.4% 14.5% Incomplete secondary 26.4% 19.9% 26.8% 26.1% 19.1% 21.0% Secondary or vocational 44.0% 54.5% 43.0% 44.4% 53.5% 46.3% Education High-School, post-highschool 15.2% 11.5% 11.3% 14.3% 10.7% 12.8% Higher 14.4% 14.1% 18.9% 15.2% 16.8% 19.9% Low 34.5% 29.8% 25.9% 36.4% 26.9% 27.3% Socio Average 38.4% 34.9% 38.7% 37.2% 39.2% 38.2% economic level High 27.1% 35.3% 35.4% 26.3% 33.9% 34.5% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 16 Mass Media in Moldova

17 c) weekend Sex Residence Age: Education Socio-economic level The entire day Prime Time Total radio Moldova Russkoe Total radio Moldova Russkoe Male 43.6% 39.9% 49.1% 40.7% 43.0% 47.3% Female 56.4% 60.1% 50.9% 59.3% 57.0% 52.7% Rural 63.3% 54.4% 57.2% 64.6% 62.9% 60.3% Urban 36.7% 45.6% 42.8% 35.4% 37.1% 39.7% % 19.9% 18.1% 4.1% 16.7% 12.0% % 22.4% 24.5% 16.4% 23.2% 27.7% % 32.7% 30.1% 38.7% 29.8% 30.2% % 22.6% 14.9% 22.8% 27.0% 16.1% % 2.5% 12.3% 18.1% 3.3% 13.9% Incomplete secondary 24.4% 24.8% 28.1% 24.3% 19.9% 26.7% Secondary or vocational 40.7% 39.6% 38.8% 42.2% 43.0% 37.8% High-school, posthigh-school 19.3% 15.1% 11.0% 18.9% 13.6% 11.2% Higher 15.6% 20.5% 22.1% 14.6% 23.5% 24.3% Low 39.0% 22.4% 30.1% 38.1% 23.3% 29.5% Average 30.2% 24.6% 32.2% 30.5% 26.2% 32.9% High 30.8% 53.0% 37.8% 31.5% 50.5% 37.7% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Chapter 5: equipment How many working radio receivers, which you use regularly, do you have in your house (including, if applicable, home or car taperecorders with radio)? 4 or more radios 1% none 30% 3 radios 2% 2 radios 9% What kind of radio receiver is it? 1 radio 58% 50% 44% 43% 40% desk 30% 20% 10% 5% 7% 1% 6% 6% 3% 1% portable car wire other 0% the first radio the second radio analytical bulletin 17

18 What radio stations do you receive at home? Moldova % HIT FM % Russkoe % Antena C % Romania News % Maiak % Little Samaritan % Free Europe % Evropa Plus % FM % Dinamit FM % Avto % Nashe radio % Sample: 770 respondents having radios Chanson % Nova % 7 na 7 kholmakh % Vocea Basarabiei % PRO FM % Europa FM % 103,5 FM...2.3% Inter FM...2.1% Ukraine...1.5% Iasi...1.0% Other (under 1% each)...7.3% No answer...0.4% Don t know...0.5% B. TELEVISION 1. Consumption habits 1.1 Today not considered, when did you watch TV last time, at least a little, at home or elsewhere? In the last 12 months 1% In the last 3 months 1% In the last 30 days 3% Never watch TV 9% Don t know/na 0% In the last 7 days 22% Yesterday 64% 1.2 In the course of one week, how often do you usually watch TV? More rarely 6% Never 9% Don t know/na 0% 1-2 days a week 7% 3-5 days a week 15% Daily (6-7 days) 63% 18 Mass Media in Moldova

19 2. What TV stations do you watch most frequently? Sample: 999 respondents watching TV First Second Third mention mention mention Total ORT TV Moldova Romania Russia (RTR) PRO TV TV NTV NIT TV PMR Muz TV Discovery REN TV Inter TV TVC TV Balti TV Novyi kanal (H) UT Acasa MTV Euro Sport TV6 Balti Flor TV TNT TSV Astra Other (under 1% each) No answer 0.3 Why do you prefer Moldova - 1 (the most frequently watched station)? 1. national news % 2. news % 3. interesting, favorite programs % 4. the only option available % 5. national station % 6. better reception % 7. for the evening newscast % 8. understand very well % 9. timely news % 10. diversity of programs % 11. serials % Sample: 306 respondents preferingmoldova interesting, good films % 13. Moldovan porgrams % 14. interesting station % 15. it s an objective channel % 16. other % 17. closer to our lives % 18. don t understand other languages % 19. other reasons (under 1% each) % 20. don t know % 21. no answer % analytical bulletin 19

20 2.1 Name three of your favorite programs and the stations broadcasting them Evening news - TV Moldova..20.4% Pole Chudes - ORT % Surprize, surprize - Romania % Vremea - ORT % Tanti Ludmila SHOW - TV Moldova % Jdi menea - ORT % Films - ORT % Hocheshi stati millionerom - ORT % Novosti - ORT % Bastina - TV Moldova % Iarta-ma - Romania % News - TV Moldova % Films - TV Moldova % Fabrica zviozd - ORT % Chto? Gde? Kogda? - ORT % Serials - ORT % News - PRO TV % Bolshaia stirka - ORT % KVN - ORT % Buna dimineata - TV Moldova % Chelovek i Zakon ORT % Chapter 3: TV Audiences 3.1. TV audiences by days Daily Reach Sample: 999 respondents watching TV Poslednii gheroi - ORT % Films - TV % Rezonans - TV Moldova % Vedete cu sort - TV Moldova % Serials - TV Moldova % Vesti - Rossia (RTR) % V mire zhivotnykh - ORT % Fata in fata cu viata - TV Moldova % Chto khochet zhenshchina? - Rossia (RTR) % Buna seara - TV Moldova % Vacanta Mare - PRO TV % Cartierul tineretii - TV Moldova % OKNA - NTV % De la 5 la 10 - TV Moldova % TEO - PRO TV % Sport - ORT % Films - Rossia (RTR) % Bravo, bravissimo - Romania % None % Don t know % No answer % This indicator measures the proportion (or the absolute number) of people who during one day watched one TV station for at least 8 minutes. a) Daily Reach (%) Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* ORT TV Moldova Romania Russia (RTR) PRO TV NTV TV TV NIT Muz TV PMR Inter TV REN TV Discovery Other stations All stations *daily average 20 Mass Media in Moldova

21 b) Daily Reach (thousand persons) Mo Tue We Thu Fri Sa Su work day* Week end* Mo-Su* ORT TV Moldova Romania Russia (RTR) PRO TV NTV TV TV NIT Muz TV PMR Inter TV REN TV Discovery Other stations All stations *daily average Prime Time Reach This indicator measures the proportion (or the absolute number) of people who between 19:00 23:00 watched for at least 8 minutes a certain TV channel. a) Prime Time Reach (%) Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* ORT TV Moldova Romania Russia (RTR) PRO TV NTV TV TV REN TV NIT Inter TV PMR Other stations All stations *daily average analytical bulletin 21

22 b) Prime Time Reach (thousand people) Mo Tue We Thu Fri Sa Su work day* Week end* Mo-Su* ORT TV Moldova Romania Russia (RTR) PRO TV NTV TV TV REN TV NIT Inter TV PMR Other stations All stations *daily average Daily Market Shares This indicator measures the market shares of TV stations in the course of one day; (the ratio of the watching time of one station divided by the total TV watching time) Mo Tue We Thu Fri Sa Su work Week Mo-Su day end ORT TV Moldova Romania Russia (RTR) PRO TV NTV TV NIT TV REN TV Inter TV Muz TV TVC PMR Acasa Discovery Euro TV Euro Sport TV Balti TV Other stations All stations Mass Media in Moldova

23 Ratings (the average ratings by quarter hour--during the entire day) This indicator measures the ratings of TV stations, in the course of one day (the average of all 15 minute exposures for a TV station divided by the entire sample of a day) Mo Tue We Thu Fri Sa Su work Week Mo-Su day end ORT TV Moldova Romania Russia (RTR) PRO TV NTV TV NIT TV REN TV Inter TV Muz TV TVC PMR Acasa Discovery Euro TV Euro Sport TV Balti TV Other stations All stations Prime-Time Ratings (the average of ratings by quarter hour between 19:00-23:00) This indicator measures the ratings of TV stations, between 19:00 23:00 (the average of all 15 minute exposures for a TV station between 19:00 23:00, divided by the entire sample of a day) Mo Tue We Thu Fri Sa Su work day Week end Mo-Su ORT TV Moldova Romania Russia (RTR) PRO TV NTV analytical bulletin 23

24 Mo Tue We Thu Fri Sa Su work Week Mo-Su day end TV TV REN TV Inter TV NIT PMR Muz TV TVC Euro TV Acasa TV Balti Discovery Euro Sport TV Other stations All stations Average daily length of watching (minutes) (how many minutes on average an individual watches a TV station, in the course of an entire day) a) The entire day Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* TV Moldova ORT NIT PRO TV Russia (RTR) Acasa NTV Romania TV TV TVC TV Discovery Muz TV Euro Sport REN TV Euro TV Inter TV PMR TV Balti Other stations All stations *daily average 24 Mass Media in Moldova

25 b) Prime Time (19:00 23:00) (how many minutes on average an individual watches a TV station, between 19:00-23:00) Mo Tue We Thu Fri Sa Su work Week Mo-Su* day* end* TV Moldova ORT NIT PRO TV Russia (RTR) Acasa NTV Romania TV TV TVC TV Discovery Muz TV Euro Sport REN TV Euro TV Inter TV PMR TV Balti Other stations All stations Chapter 4: TV VIEWER PROFILE Total sample Sex Residence Age: The entire day Prime Time Total TV TV TV ORT Total TV Moldova Moldova ORT Male 47.7% 44.4% 48.9% 48.5% 44.7% 50.9% Female 52.3% 55.6% 51.1% 51.5% 55.3% 49.1% Rural 55.8% 74.0% 52.8% 58.0% 73.5% 54.5% Urban 44.2% 26.0% 47.2% 42.0% 26.5% 45.5% % 9.9% 16.9% 16.1% 10.2% 16.3% % 16.5% 23.4% 22.6% 14.5% 24.3% % 32.9% 31.3% 29.8% 32.8% 31.5% % 25.2% 18.8% 20.6% 26.1% 19.3% % 15.5% 9.6% 10.9% 16.5% 8.6% analytical bulletin 25