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TV Bambini
Febbraio 2009
Un’ampia Offerta



                 Tv Analogica




Tv Digitale                      Tv Satellitari
Terrestre
TV ANALOGICA in caduta libera
              e
         Shar
       %
20%



15%
                                          ...
DI CHI
LA
COLPA?
Minore Offerta:    Maggior Concorrenza:
Meno programmi per    Sviluppo di nuove
     bambini             piattaforme
Offerta ridotta

        % minuti medi per giorno programmi per bambini


15%
                2003

                      ...
L’offerta di RAI2
40%
                                                                                                    ...
L’offerta di RAI3
15%
                                                                                                    ...
L’offerta di ITA1
50%
                                                                                                    ...
Da soli tre canali…
Ad una concorrenza agguerrita
Travaso di contatti sulle Tv Sat
                                                                                Reach G
 ...
Trend % Share

       RAI                             ALT TERR
                                                           ...
Share TV SAT per Regione
                                                                   % SHARE TV
                   ...
Cambiano le abitudini
                                                               Bam
           TV SAT                ...
Campagne Bambini RAI / MEDIASET / LA7


                                                                    SETTEMBRE
    ...
Contatti esclusivi sulle TV SAT

     RAI/MSET/LA7               RAI/MSET/LA7 + SAT

                86%                  ...
Le principali protagoniste
                                                                                         Bambin...
Disney Channel e GXT più concentrate sugli 08-14

                                               2000


                  ...
Rai Smash e Disney Channel molto femminili

                                                      Bambini F
              ...
Share per classe d’età
4,0%
       Share 08-14
                                                                           ...
Share per SESSO
4,0%
          Share F

3,5%


3,0%


2,5%


2,0%


1,5%


1,0%


0,5%
                                   ...
Le Curve d’Ascolto delle prime tre emittenti
            ce
      udien                             “Il Mondo di Patty” co...
I Bacini Potenziali
       h
  Reac
%        e
   ensil                                                                   ...
Performance per Gruppo Editoriale
              mine
           Fem
         e
     Shar 4-14
          0
                ...
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Focus Su Tv Bambini Elaborazione Auditel By Starcom

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Focus Su Tv Bambini Elaborazione Auditel By Starcom

  1. 1. TV Bambini Febbraio 2009
  2. 2. Un’ampia Offerta Tv Analogica Tv Digitale Tv Satellitari Terrestre
  3. 3. TV ANALOGICA in caduta libera e Shar % 20% 15% • Dal 2003, anno di nascita di SKY, le uniche tre emittenti “analogiche” con parte della 10% programmazione dedicata ai più piccoli mostrano segnali di indebolimento 5% • Più accentuata la disaffezione su Rai 2 2003 2004 2005 2006 2007 2008 2009 • A differenza delle due reti RAI spicca l’alta 10% affinità di Italia 1 sugli 08-14enni Bam 0407 5% Bam 0814 Bam 0414 0% 2003 2004 2005 2006 2007 2008 2009 35% 30% 25% 20% 15% Fonte: Elaborazioni STARCOM ITALIA su dati Auditel 2003 2004 2005 2006 2007 2008 2009 – Fascia 02.00-02.00 Periodo: MESE FEBBRAIO
  4. 4. DI CHI LA COLPA?
  5. 5. Minore Offerta: Maggior Concorrenza: Meno programmi per Sviluppo di nuove bambini piattaforme
  6. 6. Offerta ridotta % minuti medi per giorno programmi per bambini 15% 2003 2009 10% 5% 0% LA 7 RAI 2 RAI 3 ITA 1 Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: FEBBRAIO
  7. 7. L’offerta di RAI2 40% % Share Bambin i 04-14 35% 30% 25% 20% 15% 10% 5% Top Ten Programmi 0% GAZOON 44,1% 7.00 8.00 9.00 10.00 11.00 12.00 13.00 14.00 15.00 16.00 17.00 18.00 19.00 20.00 21.00 MERRIE MELODIES 40,6% LITTLE EINSTEINS 39,0% AMERICAN DRAGON JAKE LONG 38,7% PORORO 38,0% LOONEY TUNES 37,9% LA CASA DI TOPOLINO 37,3% PUCCA FUNNY LOVE 36,7% Fonte: Elaborazioni STARCOM ITALIA su dati Auditel DIBO DEI DESDERI 36,7% Fascia 02.00-02.00 Periodo: FEBBRAIO 2009 IGGY PIGGY RANGER 36,5%
  8. 8. L’offerta di RAI3 15% % Share Bambin i 04-14 10% 5% Top Ten Programmi 0% 7.00 8.00 9.00 10.00 11.00 12.00 13.00 14.00 15.00 16.00 17.00 18.00 19.00 20.00 21.00 MEG AND MOG 39,8% FIABE POLACCHE 38,8% IL POSTINO PAT 29,5% JASPER IL PINGUINO 28,7% PASSA LA PALLA 26,0% RACCONTI DAL MONDO 23,1% LETTERE DA FELIX 22,5% DRAGO 21,5% Fonte: Elaborazioni STARCOM ITALIA su dati Auditel TARATABONG 21,3% ZOE KEZAKO 21,0% Fascia 02.00-02.00 Periodo: FEBBRAIO 2009
  9. 9. L’offerta di ITA1 50% % Share Bambin 45% i 04-14 40% 35% 30% 25% 20% 15% 10% Top Ten Programmi 5% 0% IL LABORATORIO DI DEXTER 50,1% 7.00 8.00 9.00 10.00 11.00 12.00 13.00 14.00 15.00 16.00 17.00 18.00 19.00 20.00 21.00 BABY LOONEY TUNES 49,8% FRAGOLINA DOLCECUORE 48,0% LE AVVENTURE DI PIGGLEY WINKS 48,0% I SIMPSON 47,8% TOM & JERRY KIDS SHOW 47,1% DORAEMON 45,4% BERNARD 45,2% Fonte: Elaborazioni STARCOM ITALIA su dati Auditel MOSTRI & PIRATI 45,1% Fascia 02.00-02.00 Periodo: FEBBRAIO 2009 I PUFFI SANNO ... 45,1%
  10. 10. Da soli tre canali…
  11. 11. Ad una concorrenza agguerrita
  12. 12. Travaso di contatti sulle Tv Sat Reach G io Medio B rno 70% ambini 65% 04-14 60% 55% 50% 45% Altre Terr 40% 35% 30% 25% Tv Sat 20% 15% 10% 5% 0% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: Mese di FEBBRAIO
  13. 13. Trend % Share RAI ALT TERR • 1 bambino su 5 collegato sulle Tv SAT LA7 TV SAT MEDIASET • L’avanzata verso lo switch off analogico spinge le “Altre Terr” 7,4 11,2 4,4 11,7 6,8 16,6 19,5 20,2 6,1 0,9 1 • In caduta libera RAI e MEDIASET 6,9 7,1 0,9 1 7,3 1,2 8,5 10,6 1,2 0,8 Bambin 52,9 i 54,6 04-14 49,1 52,7 47,5 46,0 44,8 35,0 31,1 31,0 28,4 27,5 24,3 24,0 2003 2004 2005 2006 2007 2008 2009 Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: Mese di FEBBRAIO
  14. 14. Share TV SAT per Regione % SHARE TV 4-14 ambini 0 B SAT TOTALE ITALIA 19.5 Abruzzo/Molise 32.9 Valle D’Aosta 32.1 Liguria 32.1 Emilia Romagna 29.3 Trentino 29.3 Toscana 25.7 Lazio 23.3 Sicilia 22.2 Marche 21.5 Friuli 21.3 Sardegna 21.2 Umbria 20.7 Piemonte 18.5 Campania 18.0 Lombardia 16.5 Calabria 14.1 Veneto 12.4 Fonte: Elaborazioni STARCOM ITALIA Puglia 9.7 su dati Auditel Basilicata 9.4 Fascia 02.00-02.00 FEBBRAIO 2009
  15. 15. Cambiano le abitudini Bam TV SAT RAI bin i 04- 14 ALTRE TV TERR MEDIASET Poss. Analogico Poss. DTT Tra i bambini con la sola tv analogica è netto il predominio delle reti Mediaset (2.3 mio) (2.2 mio) 40% 31% Chi possiede il DTT regala 12 punti di 61% 22% share alle “Altre Tv Terr” 0% 20% 8% 18% Poss. Free SAT Poss. Pay SAT Per chi ha accesso ai canali satellitari a (0.5 mio) (1.8 mio) pagamento più della metà della propria giornata viene spesa su di essi 4% 27% 55% 44% 26% 14% 15% 15% Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: FEBBRAIO 2009
  16. 16. Campagne Bambini RAI / MEDIASET / LA7 SETTEMBRE 80 % Reach 70 Reach % 60 50 40 30 2003 20 2008 10 Grp’s •Il successo delle TV SAT fa sì che 0 0 50 100 150 200 250 300 350 400 le campagne bambini sulla tv generalista ottengano, a parità di grp’s, una reach molto più bassa del passato. Fonte: Elaborazioni STARCOM ITALIA su dati Auditel/MMS
  17. 17. Contatti esclusivi sulle TV SAT RAI/MSET/LA7 RAI/MSET/LA7 + SAT 86% 84% 79% 66% Reach Giorno Medio Tot Bambini (6,1 mio) Bambini con SKY (1,8 mio) •Le Tv Sat sono in grado di recuperare la reach calante delle Tv Generaliste •Ben 18 punti di copertura esclusiva ottenuti dalle Tv Sat sui bambini in possesso di SKY Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: FEBBRAIO 2009
  18. 18. Le principali protagoniste Bambin i 04-14 Channel % Share FREE Boing* 3,4% PAY Disney Channel* 3,0% Boomerang* 2,1% PAY Playhouse Disney 1,3% PAY Rai Gulp* 1,2% FREE PAY Jetix* 1,0% PAY Nickelodeon 0,9% Toon Disney* 0,8% PAY RaiSat Yoyo 0,3% PAY Solo Digitale Terrestre Deakids* 0,2% PAY Jim Jam 0,1% PAY Digitale Terrestre + Sat RaiSat SmashGirls 0,1% PAY Solo Satellite Cooltoon 0,0% PAY Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: FEBBRAIO 2009 * Comprensivi dei canali +1
  19. 19. Disney Channel e GXT più concentrate sugli 08-14 2000 Bambini 0407 1600 1200 Bambini 0814 800 400 0 Indice di concentrazione Base ascolto Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: FEBBRAIO 2009
  20. 20. Rai Smash e Disney Channel molto femminili Bambini F 1400 1200 Bambini M 1000 800 600 400 200 0 Indice di concentrazione Base ascolto Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: FEBBRAIO 2009
  21. 21. Share per classe d’età 4,0% Share 08-14 FEBBRAIO 3,5% 2009 3,0% 2,5% 2,0% 1,5% 1,0% 0,5% Share 04-07 0,0% 0,0% 1,0% 2,0% 3,0% 4,0% 5,0% 6,0% Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 / Compresi i canali +1
  22. 22. Share per SESSO 4,0% Share F 3,5% 3,0% 2,5% 2,0% 1,5% 1,0% 0,5% Share M 0,0% 0,0% 0,5% 1,0% 1,5% 2,0% 2,5% 3,0% 3,5% 4,0% 4,5% 5,0% Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 / Compresi i canali +1
  23. 23. Le Curve d’Ascolto delle prime tre emittenti ce udien “Il Mondo di Patty” consente a A 4 DISNEY CHANNEL di superare BOING 140.000 ini 04-1 Bamb 120.000 100.000 80.000 60.000 40.000 20.000 0 10.00 11.00 12.00 13.00 14.00 15.00 16.00 17.00 18.00 19.00 20.00 21.00 7.00 8.00 9.00 Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: FEBBRAIO 2009
  24. 24. I Bacini Potenziali h Reac % e ensil Bambin M i 04-14 25% Più ampia la copertura mensile di DISNEY rispetto a BOING 20% 15% 10% 5% 0% DISNEY GXT BOING TOON DISNEY COOLTOON NICKELODEON JETIX RAI GULP RAI YOYO JIM JAM DEA KIDS PLAYHOUSE BOOMERANG CARTOON RAI SMASH Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: FEBBRAIO 2009
  25. 25. Performance per Gruppo Editoriale mine Fem e Shar 4-14 0 DISNEY: Disney / Toon / Dimensione Bolla: Playhouse Totale Contatti 7 TURNER: Boomerang / Cartoon Network 6 5 MEDIASET: Boing 4 RAI: Gulp / Yoyo / Smash 3 2 JETIX: Jetix / GXT 1 VIACOM: Nickelodeon 0 -1 0 1 2 3 4 5 6 -1 DEAGOSTINI: Dea Kids aschi Share M 04-14 Fonte: Elaborazioni STARCOM ITALIA su dati Auditel Fascia 02.00-02.00 Periodo: FEBBRAIO 2009

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