Core Media Support Program in Armenia
First internationally recognized ratings in Armenia
In 2004 CMSPA, implemented by IREX and funded by USAID, launched the production of television ratings diaries to provide ratings research data for the Yerevan market area. While this initiative represented a major advancement for the television media sector in terms of both sophistication and business practices, it was still only the first step in a much broader, long-term program that seeks to encompass the entire country and empower developmental elements in ancillary sectors such as international advertisers and advertising agencies.
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IREX/CMSPA held Presentation of the Yerevan Television Ratings at Armenia Marriot Hotel on December 14. The event was attended by the representatives of the United States Embassy in Armenia, USAID, major advertising agencies, Media executives, corporations and industries, AGB Nielsen, and Armenian Sociological Association (ASA).
This is the first time a project will provide independent and credible information about the Yerevan Television audience. In addition to being a driving economic tool the Ratings and Monitoring System will also insure that broadcasters better serve the public and run their business more efficiently. At the same time ad agencies will able to offer clients better media planning and more effective advertising placement.
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It is anticipated that the independent certification of the ratings methodology’s compliance with international standards and introduction of more sophisticated peoplemeters in early 2006 will reinforce the adoption of ratings as the common currency, further strengthen advertiser confidence and continue the current growth trend. Future improvements will include expanded audience measurement throughout the whole country, which will ensure continued growth and guarantee the self-sustainability of the system.
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The sample charts should serve as a small and basic view of the Yerevan television ratings and are provided to exemplify the fact a broadcaster’s market position can not be represented by using a single rating. CMSP has taken the average rating for a given time during the weekday and these reports clearly show that each of the major stations can declare themselves number one during prime time if they look at a different prime time hour. The four charts provided clearly show that viewers are attracted to programming and not merely by the prestige of a given broadcaster. It is critical that ratings comparisons be used with great care and that a broadcaster understands that viewers will change channels when they don’t appreciate the programming offered. Successful broadcasters understand that ratings are very dynamic and that viewing patterns are fluid. These viewers are not loyal to a station but are rather attracted to the station that satisfies their entertainment needs.
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