Good knowledge of the content and audience profile of TV channels is a key factor in building a successful strategy and campaign in this media channel. The dynamic environment in which we find ourselves leads to constant changes in program schemes, and sometimes in the mix of channels in the portfolio of large media groups. To meet a wide range of interests, the media often resort to tactical actions, which affect the percentage of different viewer groups within the channel, the so-called audience profile. Therefore, to successfully predict and plan TV campaigns, it is necessary to track and analyze the audience. In this topic we present an up-to-date look at the audience profile of the channels of the largest TV groups in the first seven months of 2021. In the first graph we illustrate the ratio between women and men among the viewers of the observed TV channels:
It is evident that among the three main national televisions, BNT 1 enjoys the greatest interest among men – 52%, which is almost 4% above the officially announced by NSI data for 2020. bTV and Nova TV have a predominance of female audiences, respectively 59% and 58%. These results are partly explained by the EURO2020 football championship, which started in June and gathered a large number of men in front of TV screens. In the period between 11th June and 11th July 2021 the average percentage of the male audience in BNT 1 rises to 59%, and in BNT 3, broadcasting in parallel with BNT 1 sports events – up to 70%.
Niche channels with predominance of female profile are WNess TV (89%), bTV Lady (81%), TLC (72%), Diema Family (66%), FOX Crime (61%), BNT 2 (61%), 24 Kitchen (60%). The channels that orient its content to a male audience are Eurosport (76%), RING.BG (66%), National Geographic (65%), Discovery Channel (64%), Diema (63%), BNT 3 (62%), bTV Action (61%).
Another commonly used criterion for segmenting TV channels is based on place of living:
On the chart, viewers are split into four groups – living in Sofia, in large cities with a population of over 100 thousand people, in small towns with a population of less than 100 thousand people and inhabiting villages. The channels with the largest share of viewers from the capital are – Magic TV (39%), Bulgaria On Air (32%), City TV (29%). Among the people from the big cities with the highest share are The Voice (35%), City TV (28%), AXN (26%), National Geographic (26%), and from the smaller cities – WNess TV (51%), BNT 4 (49%), Diema (47%), bTV Lady (43%), FOX Life (43%). The channels with the highest share of people from the villages are ID (45%), Nova Sport (41%), Nickelodeon (40%), Diema Family (39%). Among the three main national TV channels, bTV has the highest share of viewers from the villages, equal to 31%, which is more than the average for the country, reported by NSI- 27%.
The following chart shows the profile of TV channels by age segments:
The results are logical for children aged between 4 and 17 years. The largest share of representatives of this group are kid’s channels, namely Nickelodeon (43%), Disney Channel (42%), Cartoon Network (35%). Distinctive with a high percentage of viewers between 18 and 34 years of age are ID (31%), The Voice (27%), bTV Comedy (20%), FOX Life (20%). According to national statistics in 2020, people aged between 35 and 54 represent 30% of the country’s population. According to the data in the chart, most of the people in this group find interesting TV content and represent a significant part of the audience of channels such as WNess TV (69%), FOX (50%), bTV Comedy (47%), Kino Nova (47%). Among the four analyzed groups, the largest segment of the population is occupied by people over the age of 55 – 37%. The TV channels that are characterized by the highest percentage of viewers of this group are BNT 2 (74%), Bulgaria On Air (72%), BNT 4 (70%). It is an interesting fact that among the three main national channels with the smallest share of people over 55 is Nova TV (48%). BNT 1 and bTV are represented with an equal percentage of people of this target group – 61%.
Another criterion that is often used in practice for profiling the audience of TV channels is the degree of completed education. The following chart shows the split of viewers between secondary or lower education graduates and those with higher level of education:
TV channels with the highest share of viewers who have higher level of education are WNess TV (46%), Bulgaria On Air (46%), BNT 2 (45%). Audience with secondary or lower education predominates in ID (92%), Disney Channel (89%), Cartoon Network (89%), as well as other kid’s channels.
The last criterion we analyze in this topic is the economic activity of the viewers:
One of the most desired segments among advertisers is the economically active people. According to official statistics for 2020, this group of people represents 53% of the total population. The TV channels that are characterized by the highest percentage of economically active viewers are WNess TV (74%), Kino Nova (71%), bTV Comedy (68%), bTV Cinema (66%), FOX Life (66%), TLC (64%), FOX (64%), Travel Channel (64%), ID (63%), bTV Action (62%), Discovery Channel (60%). Among the main national channels Nova TV has the highest share of this audience segment – 53%. bTV and BNT 1 have a value below the average for the country, reported by NSI.
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