1. Media Audience Survey
2012
Analytical Report
The research was commissioned by the Internews Ukraine Media
Project (U-Media) and made possible with the support of the
United States Agency for International Development (USAID) . All
opinions are responsibility of the research company InMind and do
not necessary reflect the opinions of USAID, Internews or the US
government.
January 2012
2. Contents
Research goals and objectives
Research design
Key findings
1. Use of media in 10 regions of Ukraine
2. Specifics of use of print media
3. Specifics of use of radio
4. Specifics of use of television
5. Specifics of use of internet
Appendix: Crosstabs
1. Use of media (gender/age differences)
2. Printed press (gender/age differences)
3. Radio (gender/age differences)
4. TV (gender/age differences)
5. Internet (gender/age differences)
6. Usage dynamics
2
3. Research goals and objectives
The U-Media project funded research aimed at
measuring the use of media in 10 regions of Ukraine
and studying citizen’s attitudes towards different types
of media.
The research quantified people’s satisfaction with all
types of regional and national media, consumer
preferences regarding different types of media, and
showed levels of consumption of different types of
media.
A special section on media literacy demonstrates
citizens’ perceptions of the hidden advertisement
(jeansa), the ability to recognize jeansa in regular
media content, awareness about owners of the
media, and changes in levels of people’s trust in the
media. Respondents were also asked if they were
aware of and ready for the switch to digital, and about
their awareness of the law on access to public
information.
The research findings for each region are
representative considering age and gender
breakdown.
3
4. Research design
Methodology : Face to face survey
Geography: 10 regions of Ukraine, cities with population over 50 thousand
Fieldwork timeframes: 18.09 – 19.10. 2012
Research target audience: 18-65 years old, consumers of media, citizens of
regions
Total sample - 4047 (random sampling error less than 1.6%)
Sample (by regions):
Crimea 400
Kyiv region 417
Vinnytsya region 403
Donetsk region 407
Lviv region 404
Mykolayiv region 407
Zakarpattya region 404
Sumy region 403
Kharkiv region 402
Cherkasy region 400
Random sampling error for each region
doesn’t exceed 5%
4
5. Key Findings (1)
Use of media
1. Ukrainians are rather media-active. More than a half of respondents use several
media sources to obtain information; only around one third of them use only one source
to get the information they require.
2. Respondents named television (87%) as their principal source for obtaining news.
In second place is internet (42%), followed closely by printed press, i.e.
newspapers and magazines (40%). Radio is the least mentioned as the source of
information (30% in the previous 30 day period). The national tendency is that the smaller
the city is, the less internet and radio are used to find information. However, consumption
of TV and press does not vary considerably according to population size.
3. The most media-active people live in the central regions (Vinnytsya, Cherkasy, Kyiv
regions). Vinnytsya region residents are the most active consumers of print media (60%)
and radio (48%).
4. Among all types of media, respondents prefer national ones (consumption is at the
level of 80% and higher). The exception is press – consumers of this medium prefer
regional newspapers and magazines over national newspapers and magazines.
5
6. Key Findings (2)
Print media
1. Print media consumers prefer getting their news from regional print media. Print media is most read in
Vinnytsya (60%), then Donetsk (50%) and Cherkasy (48%) regions. The regions with the lowers
numbers of print consumers are Mykolayiv (34%), Sumy (31%) and Kharkiv (30%) regions. However,
with the exceptions of Kyiv and Kharkiv regions, Ukrainians turn more to their regional print media for
news (more than 75%).
2. The level of satisfaction with print media is rather high; in all indexes it exceeds 60%. The
prominent specifics of this source are availability and speed (of regional media). Regional press in
general is perceived to be more available in sales points and more quickly available when compared to
national newspapers and magazines.
Radio
1. Radio is the least popular source of news and information – it is used by only 30% of
respondents. The highest listening rates occur in Central Ukraine (Kyiv – 40%, Cherkasy – 40%,
Vinnytsya regions – 48%). The lowest rates occur in Zakarpattya (22%), Sumy (21%), Donetsk (21%)
and Mykolayiv (18%) regions. The most popular radio stations are national stations (82% among all
radio listeners). However, in Crimea, Donetsk, Lviv, Zakarpattya and Sumy regions, regional radio
stations compete well with national stations, capturing more than 50% of the radio audience.
2. Levels of satisfaction with radio as a source of news is rather high in all indexes - higher than
60%. The most attractive feature of radio fro respondents is the speed of news delivery. There are no
considerable differences between regional and national stations observed, but as a tendency, regional
radio stations are perceived to be a little less current in presenting news and are more likely to
present less complete information than their national counterparts.
6
7. Key Findings (3)
Television
1. Television is preferred by Ukrainians almost equally throughout the nation
(between 85 and 93% of respondents use TV as their primary news source). Crimea
stands out in comparison the rest of the country – 79% of Crimean respondents named
TV as their primary news source. In all regions almost 100% of TV news viewers watch
national channels. Regional channels are a little more watched in Lviv (72%) and
Donetsk (65%) regions, and are least popular in Sumy (32%) and Cherkasy (38%)
regions.
2. The satisfaction with TV as the source of news is rather high; in all indexes it
exceeds 60%. However, national channels score higher in terms of consumer
satisfaction than regional channels.
3. Among the 16% who are dissatisfied with the amount of information about their regional
events on their regional TV stations, around one third (28%) of those respondents also
indicate a lack of news about other regions on their TV stations, and 13% say that
news on their regional stations is not true, objective, or reliable.
4. The regions most satisfied with the quality of regional news and public political
programs are Vinnytsya and Donetsk regions; the least satisfied are citizens of
Cherkasy region.
7
8. Key Findings (4)
Internet
1. More than half (61%) of respondents use the internet to obtain news. The highest
internet penetration level is in Kyiv, Kharkiv regions and Crimea. Internet is the least used
for news and information in Mykolayiv (40%), Donetsk and Zakarpattya (49%), Sumy
(50%), Vinnytsya (51%), Lviv (53%), Cherkasy (55%) regions.
2. The main reasons to use internet are checking for personal e-mail, communication in
social networks and reading of news (more than 60% of respondents). Also more than
a half of respondents (55%) use internet for search of educational information.
3. Of the respondents who use the internet for news (61%), 42% of respondents
visited internet media sites, and 29% of them visitred regional news internet sites.
In general, respondents rather poorly defined what actually is a news internet sites;
they often mentioned portals and mail providers or aggregators as channels for obtaining
news: Google, Ukr.net, Yandex.
4. Among users of internet news sources, the satisfaction level is rather high - on
average in all the indexes higher than 70%. The leading advantages of using the
internet, according to respondents, are convenience, easiness in use and speed. At
this, national internet sources usually receive higher marks compared to regional ones.
8
10. Media-activity
• 67% of respondents use several or all media sources of information. Nearly one third of respondents
use only one source to obtain information.
• Television remains the most important source of news for almost 90% of respondents. The level of
internet use for information has surpassed both press and radio.
Used during the last 30 days By sources of information
Haven't used media Watched TV channels 86,7%
to obtain news
2% All the sources
7%
Visited news internet-
42,3%
sites
Read print media
1 source (newspapers / 39,9%
31% magazines)
Several sources
60% Listened to radio 29,7%
Question: Please, specify which media sources did you use during the last 30 days in
N=4047, total sample
order to obtain NEWS? 10
11. Media-activity. Differences by settlement types
• Regardless of the size of the population center, TV remains the leading source of news.
• Internet and radio are used to obtain news in regional centers more than in smaller cities and towns.
Regional centers, N=2692 Smaller cities/towns, N=1355
Watched news TV
88% 84%
programs
Visited news sites 45% 38%
Read news in press 37% 46%
Listened to news on
34% 21%
the radio
- Significantly higher than in regional centers
- Significantly lower than in regional centers
Question: Please, specify which media sources did you use during the last 30 days in order to
N=4047, total sample
obtain NEWS? 11
12. Use of sources by regions
• Citizens of Vinnytsya, Kyiv and Cherkasy regions, more than citizens of other regions, use media to
obtain news.
• Citizens of Mykolayiv, Sumy and Zakarpattya regions use the smallest number of media sources to
obtain information.
Total 7% 60% 31% 2%
Crimea 5% 52% 33% 10%
Zakarpattya 5% 54% 39% 3%
Kharkiv 3% 60% 35% 3%
Cherkasy 11% 64% 24% 2%
Donetsk 4% 65% 30% 2%
Lviv 5% 60% 33% 2%
Kyiv 11% 60% 28%
1%
Vinnytsya 9% 75%
15% 1%
Mykolayiv 4% 52% 43% 1%
Sumy 2% 55% 43%
Use all the sources Use several sources Use only 1 source Don't use mass media
- Significantly higher than total
- Significantly lower than total
Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sample
order to obtain NEWS? N=~400 in each region 12
13. Media-activity. Regional differences
Zakarpattya
Mykolayiv
Vinnytsya
Cherkasy
Donetsk
Kharkiv
Crimea
Sumy
Kyiv
Lviv
Watched TV channels 79% 87% 93% 89% 85% 93% 86% 91% 90% 89%
Visited news internet-sites 37% 49% 36% 34% 36% 29% 29% 31% 34% 45%
Read print media
37% 42% 60% 50% 43% 34% 40% 31% 30% 48%
(newspaper / magazines)
Listened to radio 24% 40% 48% 21% 29% 18% 22% 21% 31%
40%
- Significantly higher than total
- Significantly lower than total
Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sample
order to obtain NEWS? N=~400 in each region 13
14. Usage frequency of different media
• Television is the daily source of information for the majority of respondents.
• Only 5% of respondents mentioned that they read news in print media every day.
Hard to say
TV news 7% 4% 19% 62%
I never use
News internet- Once in half a year and rarer
6% 49% 2% 5% 11% 24%
sites
Once in 2-3 months
1-2 times a month
Print media 8% 37% 8% 7% 5% 17% 14% 5%
Once a week
Several times a week
Radio 10% 46% 7% 5% 3% 10% 16%
Every day
Question: Please, specify how often do you use each of these media sources to obtain
N=4047, total sample
NEWS? 14
15. Usage by regions (at least once per month)
Zakarpattya
Mykolayiv
Vinnytsya
Cherkasy
Donetsk
Kharkiv
Crimea
Sumy
Kyiv
Lviv
Television 79% 87% 94% 90% 85% 94% 86% 93% 90% 91%
Internet sites 36% 47% 36% 35% 37% 28% 28% 35% 34% 44%
Print media 37% 43% 61% 51% 43% 39% 40% 41% 28% 49%
Radio 24% 42% 51% 22% 28% 18% 22% 27% 34% 39%
- Significantly higher than total
- Significantly lower than total
Question: Please, specify how often do you use each of these media sources to obtain N=4047, total sample
NEWS? N=~400 in each region 15
16. Use of media: national VS regional
• Print media remains the main source of regional news.
• When using television, news sites and radio, respondents prefer national media.
Regional National
Watched news TV
41% 98%
programs (N=3510)
Visited news sites
29% 89%
(N=1712)
Read news in press
62% 54%
(N=1616)
Listened to news on
30% 82%
the radio (N=1203)
Question: Please look at the card and tell me, news provided by which TV channels/ which radio stations/ which print media/
N=4047, total sample
which NEWS sites did you watch/read/listen to/visit during the last 30 days? 16
17. Number of sources of information used during a week
to obtain news
Average scores of number of TV channels and sites exceed the median scores, which indicates
heterogeneous distribution of respondents who use any given media.
Median quantity Average quantity
TV channels, N=3510 3 4
Print media, N=1712 2 2
Radio stations,
2 2
N=1616
Internet sites, N=1203 2 3
Question: How many TV channels/ radio stations/ print media/ NEWS sites did you watch/read/listen to/visit within the past
week? 17
19. Use of print media to obtain news
• More than one half of respondents don’t use print media as a source for news.
• The most popular print media are newspapers of regional range, which during the one month were
read by 62% of respondents (of those who use print media as a source for news).
Use of print media Use of different types of media
Read print media
40% Regional media 62%
Haven't read
60% N=1616
National media 55%
Hard to say 1%
Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sample
order to obtain NEWS? 19
20. Distinguishing between regional and national print media
• Among all the mentioned regional print media, in 13% of cases actually national media are named.
• Among all the mentioned national media, in 20% of cases actually regional media are named. The
majority of attribution errors happen in identifying national media - they are more often perceived as
regional than vice-versa.
Among mentioned regional 87% * 13% *
Among mentioned national 20% * 80% *
Regional National
* % is calculated based on all mentioned regional/national print media
Question: Please name up to three regional/national print media, which you read most
often? 20
21. Mentioned regional print media
• Respondents identified national press as regional press in 13% of cases.
Crimea N=134 Vinnytsya N=239 Donetsk N=190 Lviv N=165 Mykolayiv N=118
Vecherniy
41% Vecherniy
gorod 33 kanal 58% Aktsent 21% Ekspres 81% 35%
Nikolayev
Crymskaya
28% Vysolyy
pravda Yuzhnaya
Crymskaya RIA 57% Kochegarka 14%
Zamok
63%
pravda
21%
16%
gazeta Gomin voli,
Zhisn 11% 13% Nikolayevskiy
Pervaya Misto 19% Golos voli 21%
11% e novosti
crymskaya
Vechernyaya
Aktsent 10% Vinnychyna 18% 11% Fortuna 11% Vsesvit 9%
Makeyevka
Respublika 10% Priazovskiy Lvivska
Real 10% 6% Nash gorod 7%
7% rabochiy gazeta
Zakarpattya N=124 Sumy N=100 Kharkiv N=70 Cherkasy N=160
Vecherniy Vechirni
Vash shans 41% 37% 40%
RIO 51% Kharkov Cherkasy
Panorama 22% Vremya 16%
Smila 24%
Staryy Zamok 27% Kharkovskiye
Perekhrestya 20% 13%
izvestiya Aktsent 23%
Yevropa- Kharkovskiy
24% Dankor 15% 11%
tsentr kuryer
Vid A do Ya 15%
Sumschyna 6% Bilopilschyna 7%
Zakarpatska Cherkaskiy
11% Konotopskiy 9%
pravda Simon kray
5% 7%
kray
% of those reading regional print media 21
22. Mentioned national print media
Crimea N=64 Kyiv N=176 Vinnytsya N=61 Donetsk N=45 Lviv N=61
Komsomolska
44% Segodnya Semya 29% Fakty 46%
ya pravda 48%
Fakty 41%
Komsomolska Agrumenty i
Fakty 28% 24% 10%
ya pravda fakty
Fakty 31% Argumenty i
25%
Argumenty I fakty Agrumenty i Dobryy likar 10%
28% 24%
fakty fakty
Vecherniy Ukrayinske
23% Komsomolska 10%
Obyektiv Kiev 18% slovo
11% ya pravda Segodnya 16%
Komsomolska Ekspres 8%
Izvestiya 9% 12% Publika 11%
ya pravda Poradnytsya 10%
Mykolayiv N=77
Zakarpattya N=54 Sumy N=40 Kharkiv N=81 Cherkasy N=112
Fakty 38% Agrumenty i
Fakty 70% Fakty 35% 21% Fakty 47%
fakty
Agrumenty i Agrumenty i
16% Agrumenty i Segodnya 21% 12%
fakty 9% Zdoroviy obraz fakty
fakty 10%
zhyzni Komsomolska
Komsomolska Komsomolska 10%
12% 14% ya pravda
ya pravda ya pravda
Ekspres 7% Uryadovyy
10% Bulvar 9%
kuryer Fakty 7%
Semya 7%
Korresponden
6% Komsomolska Silski visti 9%
Rabochaya t 8% Telenedelya 7%
7% ya pravda
gazeta
% of those reading national print media 22
23. Print media. Regional differences
Read print media Haven't read • The largest number of respondents reading print
media to obtain news is specific for Vinnytsya,
Donetsk and Cherkasy regions – from 48 to 60% of
questioned respondents.
60% • The least number of respondents using print media to
obtain news is specific for Kharkiv, Sumy and
40%
Mykolayiv regions – a little over one third of
questioned respondents.
Vinnytsya 60% 40%
Donetsk 50% 50%
Cherkasy 48% 52%
Lviv 43% 57%
Kyiv 42% 58%
Zakarpattya 40% 60%
Crimea 37% 63%
Mykolayiv 34% 66%
Sumy 31% 69%
Kharkiv 30% 70%
Read printed press Haven't read - Significantly higher than total
- Significantly lower than total
Question: Please, specify which media sources did you use during the last 30 days in order to obtain N=4047, total sample
NEWS? Print media N=~400 in each region 23
24. Use of national and regional print media in regions
Crimea Kyiv Vinnytsya Donetsk Lviv
N=148 N=176 N=243 N=203 N=173
Regional media 30% 98% 93% 95%
National media 82% 100% 24% 23% 38%
Hard to say 4% 1% 0%
Mykolayiv Zakarpattya Sumy Kharkiv Cherkasy
N=139 N=162 N=126 N=120 N=192
Regional media 85% 78% 77% 57% 85%
National media 55% 33% 29% 67% 57%
Hard to say 2% 12% 7% 3% 2%
24
25. Satisfaction with regional print media compared to national
ones
• National print media is more difficult to find in sales
points compared to regional press (for non-Kyiv
Read print media inhabitants). Probably that’s why national print media
60%
40% have lower scores on the «speedy presentation of
information» parameter (74% comparing to 77% in
regional print media – the difference is statistically
significant).
Share of those who completely or rather agree that print media…
Regional, N=1007 National, N=880
Provide objective and reliable information 62% 61%
Provide information important for me 67% 67%
Provide full, complete information 60% 59%
Always available in sales points 85% 81%
Issued in periods convenient for me 84% 82%
Speedy presentation of information 77% 74%
- Significantly higher than regional
- Significantly lower than regional
Question: Please evaluate, to which extent you agree to the following statements about NEWS in
regional newspapers and magazines in general. 25
26. Dynamics of satisfaction with regional print
media
• Satisfaction with printed news decreased: scores on objectivity and reliability of information dropped by
7% from 2009 to 2012.
Share of those who
completely or rather agree 2009 2010 2011 2012
to…
Provide objective and reliable
information 69% 66% 59% 62%
Provide information important for me 76% 72% 73% 67%
Provide full, complete information 75% 71% 59% 60%
Always available in sales points 88% 83% 90% 85%
Speedy presentation of information 78% 75% 75% 77%
* 2009-2011 % of citizens in 8 cities, who had read/ looked through any regional print media during the last 6
months (Cherkasy, Chernigiv, Chernivtsi, Kherson, Rivne, Sevastopil, Stalkhaniv, Sumy)
Question: Please, evaluate, to which extent you agree to the following statements about NEWS in
regional newspapers and magazines in general. 26
27. Satisfaction with regional print media by regions
Zakarpattya
Share of those who
Mykolayiv
Vinnytsya
Cherkasy
Donetsk
completely or rather agree
Kharkiv
Crimea
Sumy
to…
Lviv
N=134 N=239 N=190 N=165 N=118 N=124 N=100 N=70 N=160
Provide objective and reliable
information 72% 65% 64% 65% 51% 69% 76% 63% 54%
Provide information important for me 77% 70% 67% 67% 50% 77% 79% 70% 57%
Provide full, complete information 74% 69%
61% 61% 54% 65% 62% 60% 48%
Always available in sales points 82%
94% 89% 78% 75% 82% 95% 81% 89%
Issued in periods convenient for me 83% 89%
86% 73% 72% 84% 97% 87% 91%
Speedy presentation of information 78% 78% 82% 67% 63% 80% 97% 71% 68%
- Significantly higher than total
- Significantly lower than total
Question: Please, evaluate, to which extent you agree to the following statements about NEWS in N=4047, total sample
regional newspapers and magazines in general. N=~400 in each region 27
28. Satisfaction with national print media by regions
Zakarpattya
Share of those who
Mykolayiv
Vinnytsya
Cherkasy
completely or rather agree
Donetsk
Kharkiv
Crimea
that national print media…
Sumy
Kyiv
Lviv
N=64 N=176 N=61 N=45 N=61 N=77 N=54 N=40 N=81 N=112
Provide objective and reliable
information 70% 49% 67% 76% 62% 62% 76% 73% 73% 63%
Provide information important for me 91% 57% 67% 80% 64% 57% 78% 68% 77% 70%
Provide full, complete information 88% 47% 72% 78% 61% 56% 70% 63% 69% 60%
Always available in sales points 84% 78% 80% 93% 66% 65% 93% 78% 81% 91%
Issued in periods convenient for me 88% 78% 74% 89% 69% 70% 93% 90% 84% 96%
Speedy presentation of information 81% 68% 74% 87% 66% 66% 85% 88% 74% 81%
- Significantly higher than total
- Significantly lower than total
Question: Please evaluate to which extent you agree to the following statements about N=4047, total sample
NEWS in national newspapers and magazines in general. N=~400 in each region 28
30. Use of radio to obtain news
• Only 30% of respondents have used radio to obtain news during the last 30 days.
• Of them – another 30% of respondents, of those who have used radio as a source for news during the
last 30 days, have listened to regional radio stations.
Use of radio Use of different types of media
Listened to the radio
30%
Regional media 30%
N=1203
Haven't listened National media 82%
70%
Hard to say 4%
Question: Please, specify which media sources did you use during the last 30 days in
N=4047, total sample
order to obtain NEWS? 30
31. Recognition of regional and national radio stations
• Among all mentioned regional stations, in 21% of cases actually national media were named.
• Among all mentioned national media, in 6% of cases actually regional media were named.
Among mentioned regional 79% * 21% *
Among mentioned national 6%* 94% *
Regional National
* % is calculated based on all mentioned regional/national media
Question: Please name up to three regional/national radio stations you listen to for
31
32. Mentioned regional radio stations
• On average respondents in 21% of cases mentioned national radio stations.
Crimea N=48 Vinnytsya N=83 Donetsk N=50 Lviv N=93 Mykolayiv N=16
Trans-M-
Radio 4. FM
64% Radio
49% М-FM 16% Lvivska hvylya 65%
Vinnytsya
Radio
25%
Meridian 12% Radio Lviv 26% Nikolayev
Krym 13% Misto nad
30%
Bugom
UR-1 8% Radio Eko-FM 15%
Assol FM 6% Takt FM 6%
DORPTs 4% Stryy FM 15%
Mayak 6%
Radio Lider 4% OK FM (TRK Radio Tsentr 4% Galychyna 9%
4%
Pilot)
Zakarpattya N=64 Sumy N=48 Kharkiv N=32 Cherkasy N=48
Zakarpatye
41% Diva-radio FM 17%
FM Ukrainian Radio 1
– Kharkiv 67.13 9% Dalmatin 46%
FM
Radio 107 FM 39% Suske radio 17%
Svit FM 9% М-FM 13%
Radio Kharkov
6%
Ros FM 33%
OTB – 69.2 FM
Versiya FM 5% Sloboda 8%
% of those listening to regional radio 32
33. Mentioned national radio stations
Crimea N=69 Kyiv N=165 Vinnytsya N=155 Donetsk N=48 Lviv N=73
Russkoye Russkoye
26% Shanson 15% 38%
Radio Avtoradio 27% Radio Era 26%
Shanson 23% Russkoye Nashe radio 13% Hit FM 12%
Promin 10% 25%
Radio
Evropa + 19% Avtoradio 13% UT-1 10%
Hit FM 24%
Russkoye
10%
Melodiya Radio UR-1 10%
15% Best FM 13%
Sharmanka 21%
Avtoradio 9% Era 9% Hit FM 8% Retro 7%
Nashe radio 17%
Mykolayiv N=67
Zakarpattya N=53 Sumy N=37 Kharkiv N=94 Cherkasy N=135
Hit FM 17% Russkoye Radio 22% Russkoye
Russkoye Hit FM 28% 25%
28% Radio
Radio Hit FM 16%
Era 15% Russkoye Hit FM 24%
Era 16% 23%
Era 24% Radio
Russkoye М-FM 8%
13% Melodiya 16% Shanson 19%
Nashe radio 19% Radio
Melodiya 8%
Gala radio 13% Nashe radio 10% Era 16%
Hit FM
Shanson 8%
13%
1st National 8% Melodiya 11%
1st National 9% Shanson 9%
Retro 12% FM radio 8%
% of those listening to national radio 33
34. Use of radio to obtain news. Regional differences
• The highest share of radio usage as a source for
news is specific for Vinnytsya, Cherkasy and Kyiv
regions – from 40 to 48% (scores in these regions
Listened to differ statistically significantly compared to overall
the radio scores in the total sample).
Haven't 30%
listened
70%
Vinnytsya 48% 52%
Cherkasy 40% 60%
Kyiv 40% 60%
Kharkiv 31% 69%
Lviv 29% 71%
Crimea 24% 76%
Zakarpatty 22% 78%
Sumy 21% 79%
Donetsk 21% 79%
Mykolayiv 18% 82%
- Significantly higher than total
- Significantly lower than total
Question: Please specify which media sources did you use during the last 30 days in order to obtain N=4047, total sample
NEWS? Radio N=~400 in each region 34
35. Use of national and regional radio by regions
Crimea Kyiv Vinnytsya Donetsk Lviv
N=95 N=165 N=195 N=84 N=116
Regional media 50% 37% 58% 79%
National media 74% 100% 83% 61% 68%
Hard to say 6% 2% 5% 1%
Mykolayiv Zakarpattya Sumy Kharkiv Cherkasy
N=72 N=90 N=86 N=123 N=159
Regional media 19% 72% 60% 25% 31%
National media 94% 58% 43% 77% 85%
Hard to say 2% 11% 17% 9% 2%
- Significantly higher than total
- Significantly lower than total
35
36. Satisfaction with regional radio stations compared to
national ones
• National radio stations have higher scores in
parameter of objectiveness and reliability of
Listened to the information (65% comparing to 59% in regional radio
radio stations).
Haven't listened 30%
1203
70%
Share of those who completely or rather agree that radio
stations…
Regional, N=359 National, N=985
Provide objective and reliable information 59% 65%
Provide full, complete information 57% 62%
Provide information important for me 64% 65%
Speedy presentation of information 69% 73%
- Significantly higher than Regional
- Significantly lower than Regional
Question: Please, evaluate, to which extent you agree to the following statements about NEWS on regional
radio stations in general. 36
37. Dynamics of satisfaction with regional radio
stations
• The profile of satisfaction with regional radio stations remained unchanged.
Share of those who
2009 2010 2011 2012
completely or rather agree
regional radio stations…
Provide objective and reliable
information 64% 63% 63% 59%
Provide full, complete information 67% 67% 59% 57%
Provide information important for me 65% 64% 71% 64%
Speedy presentation of information 74% 71% 78% 69%
* 2009-2011 % of citizens in 9 cities, (Cherkassy, Chernigiv, Chernivtsi, Kherson, Rivne, Sevastopil, Simferopil,
Stakhaniv, Sumy)
Question: Please, evaluate, to which extent you agree to the following statements about NEWS on regional
radio stations in general. 37
38. Satisfaction with regional radio stations by regions
Share of those who
Zakarpattya
Mykolayiv
Vinnytsya
Cherkasy
completely or rather agree
Donetsk
Kharkiv
Crimea
that regional radio
Sumy
stations…
Lviv
N=48 N=83 N=50 N=93 N=16 N=64 N=48 N=32 N=48
Provide objective and reliable
information 50% 65% 60% 61% 63% 66% 79% 56% 58%
Provide full, complete information 42% 61% 58% 65% 50% 72% 71% 56% 58%
Provide information important for me 63% 75% 58% 61% 69% 81% 75% 75% 67%
Speedy presentation of information 58% 75% 64% 73% 56% 84% 92% 78% 67%
- Significantly higher than total
- Significantly lower than total
Question: Please, evaluate, to which extent you agree to the following statements about NEWS on regional N=4047, total sample
radio stations in general. N=~400 in each region 38
39. Satisfaction with national radio stations by regions
Share of those who
Zakarpattya
completely or rather agree
Mykolayiv
Vinnytsya
Cherkasy
Donetsk
that national radio
Kharkiv
Crimea
Sumy
stations…
Kyiv
Lviv
N=69 N=165 N=155 N=48 N=73 N=67 N=53 N=37 N=94 N=135
Provide objective and
57% 67% 61% 67% 66% 81% 75% 81% 65% 56%
reliable information
Provide full, complete
52% 65% 63% 58% 66% 66% 62% 68% 62% 46%
information
Provide information
62% 65% 63% 67% 71% 72% 77% 81% 67% 60%
important for me
Speedy presentation of
59% 76% 66% 75% 71% 75% 77% 89% 73% 68%
information
- Significantly higher than total
- Significantly lower than total
Question: Please, evaluate, to which extent you agree to the following statements about NEWS on national N=4047, total sample
radio stations in general. N=~400 in each region 39
41. Use of TV channels to obtain news
• Almost 90% of respondents within the latest 30 days have watched TV channels to obtain news.
• More than 40% of those viewers obtained news from regional TV channels.
Use of TV Use of different types of media
Haven't watched
13%
Regional media 41%
N=3510
National media 98%
Hard to say 1%
Watched TV channels
87%
Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sample
41
42. Recognition of regional and national TV channels
• Among all the mentioned regional TV channels, in 15% of cases actually national media are named.
• Among all the mentioned national TV media, in 2% of cases actually regional media are named,
which means that most of attribution errors happen when identifying the regional status of media.
Among mentioned regional 85% * 15% *
*
Among mentioned national 2% 98% *
Regional National
* % is calculated based on all mentioned regional/national media
Question: Please name up to three regional/national TV channels, on which you watch
NEWS most often? 42
43. Mentioned regional TV channels
• On average respondents named national TV channels by mistake in 15% of cases.
Crimea N=149 Vinnytsya N=221 Donetsk N=237 Lviv N=257 Mykolayiv N=196
Nikolayev 31%
Chernomorka 71% Vita 67% Donbass TRK 53% ZIK 69%
Lviv TB 12th 35th channel 22%
VDT-6 60% 27th channel 26% 63%
Crym 57% channel
Vinnychyna Mart 21%
34% TV Lan 14%
(TRK) Zakaz 16%
ITV 21%
Premyer Saturn 14%
3% NTA /Lvov/ 10%
(TRK) 1st municipal
14%
Neapol 9% channel Olta 4%
Everest 3% Tvoye Misto 3%
Zakarpattya N=179 Sumy N=118 Kharkiv N=211 Cherkasy N=140
7th channel 49%
21st channel 49% Vidikon 69% Vikka 76%
Simon 37%
ATV 39%
ATN 11%
Tysa 44% Ros 74%
OTB
KST-1 8% 8%
/Kharkov/
Fora 5%
M-studio 39% Aktsent TV 7% Antenna-plus 9%
Orion 4%
% of those watching regional TV channels 43
44. Mentioned national TV channels
Crimea N=307 Kyiv N=363 Vinnytsya N=376 Donetsk N=347 Lviv N=343
Inter 82% Inter 61% Inter 81%
1+1 75% 1+1 58%
1+1 54%
1+1 51% 1+1 46% Inter 53%
Inter 63%
ICTV 36%
STB 25% TRK Ukraina 43% STB 33%
ICTV 38%
STB 30%
TRK Ukraina 20% STB 24% ICTV 28%
TRK Ukraina 15% STB 31%
ICTV 15% ICTV 20% Novyy 20%
5th channel 15% Novyy 15%
Mykolayiv N=374 Zakarpattya N=339 Sumy N=361 Kharkiv N=361 Cherkasy N=351
Inter 59% Inter 85% 1+1 64%
Inter 58% Inter 56%
1+1 50% 1+1 49% Inter 60%
1+1 44% 1+1 54%
ICTV 40% TRK Ukraina 29% ICTV 37%
TRK Ukraina 28% STB 26%
STB 34% ICTV 27% STB 29%
ICTV 23% TRK Ukraina 24%
TRK Ukraina 22% TRK Ukraina 22%
ICTV 21% STB 16%
STB 23%
% of those watching national TV channels 44
45. Use of TV channels to obtain news. Regional differences
Have watched TV channels Haven't watched • Citizens in all regions demonstrate high usage level
regarding TV channels for obtaining news – 79% and
higher.
13%
87%
Vinnytsya 93% 7%
Mykolayiv 93% 7%
Sumy 91% 9%
Kharkiv 90% 10%
Donetsk 89% 11%
Cherkasy 89% 11%
Kyiv 87% 13%
Zakarpattya 86% 14%
Lviv 85% 15%
Crimea 79% 21%
- Significantly higher than total
- Significantly lower than total
Question: Please, specify which media sources did you use during the last 30 days in order to obtain N=4047, total sample
NEWS? Television N=~400 in each region 45
46. Use of national and regional television by regions
Crimea Kyiv Vinnytsya Donetsk Lviv
N=317 N=363 N=376 N=364 N=345
Regional media 47% 55% 65% 72%
National media 97% 100% 100% 95% 99%
Hard to say 1% 2%
Mykolayiv Zakarpattya Sumy Kharkiv Cherkasy
N=379 N=349 N=365 N=362 N=357
Regional media 45% 51% 32% 58% 38%
National media 99% 97% 99% 100% 98%
Hard to say
- Significantly higher than total
- Significantly lower than total
46
47. Satisfaction with regional TV channels compared to national
ones
Have watched TV channels Haven't watched • Level of satisfaction with news on national TV
channels may be considered much higher compared
to the level of satisfaction with news on regional TV
channels.
N=3510
87%
13%
Share of those who completely or rather agree that TV stations…
Regional, N=1455 National, N=3451
Provide objective and reliable information 60% 65%
Provide information important for me 68% 72%
Provide full, complete information 63% 70%
Speedy presentation of information 73% 78%
- Significantly higher than Regional
- Significantly lower than Regional
Question: Please, evaluate, to which extent you agree to the following statements about NEWS on regional TV
N=4047, total sample
channels in general. 47
48. Dynamics of satisfaction with regional TV channels
Satisfaction with regional channels remained unchanged; in general respondents rated regional TV
channels above average in all parameters.
Share of those who
completely or rather agree 2009 2010 2011 2012
that regional TVs…
Provide objective and reliable
information 68% 61% 66% 60%
Provide information important for me 77% 66% 76% 68%
Provide full, complete information 76% 68% 64% 63%
Programs are aired in periods
convenient for me 82% 76% 81% 75%
Speedy presentation of information 82% 76% 81% 73%
* 2009-2011 % of citizens in 9 cities, (Cherkassy, Chernigiv, Chernivtsi, Kherson, Rivne, Sevastopil, Simferopil,
Stakhaniv, Sumy)
Question: Please, evaluate, to which extent you agree to the following statements about NEWS on regional TV
channels in general. 48
49. Satisfaction with regional TV channels by regions
Zakarpattya
Share of those who
Mykolayiv
Vinnytsya
Cherkasy
Donetsk
completely or rather agree
Kharkiv
Crimea
Sumy
that regional TVs…
Lviv
N=149 N=221 N=237 N=257 N=196 N=179 N=118 N=211 N=140
Provide objective and reliable
information 52% 63% 62% 67% 56% 69% 71% 59% 55%
Provide information important for me 74% 68% 69% 67% 51% 73% 81% 69% 66%
Provide full, complete information 59% 66% 65% 67% 50% 72% 67% 62% 59%
Programs are aired in periods
convenient for me 63% 76% 81% 71% 58% 75% 85% 75% 73%
Speedy presentation of information 61% 70% 78% 75% 56% 82% 87% 70% 64%
- Significantly higher than total
- Significantly lower than total
Question: Please, evaluate, to which extent you agree to the following statements about NEWS on regional TV N=4047, total sample
channels in general. N=~400 in each region 49
50. Satisfaction with national TV channels by regions
Share of those who
Zakarpattya
completely or rather agree
Mykolayiv
Vinnytsya
Cherkasy
Donetsk
that national TVs…
Kharkiv
Crimea
Sumy
Kyiv
Lviv
N=307 N=363 N=376 N=347 N=343 N=374 N=339 N=361 N=361 N=351
Provide objective and reliable
information 61% 64% 71% 67% 61% 62% 71% 66% 75% 55%
Provide information important for me 72% 75% 74% 73% 63% 59% 77% 80% 77% 57%
Provide full, complete information 67% 69% 75% 73% 63% 59% 73% 70% 81% 60%
Speedy presentation of information 71% 76% 83% 82% 71% 70% 82% 91% 82% 76%
- Significantly higher than total
- Significantly lower than total
Question: Please, evaluate, to which extent you agree to the following statements about NEWS on national TV N=4047, total sample
channels in general. N=~400 in each region 50
