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Tricolor Analyzed Viewers’ New Year Preferences

17 февраля 2022

The Tricolor multiplatform operator told about the preferences of viewers of the satellite TV and the kino.tricolor.tv online service during the New Year holidays. The data were prepared by the operator based on the researches conducted by Agency 2, one of the largest Russian TV measurers.

Traditionally, the most popular on air event of December 31 turned out to be the New Year Address of the President of the Russian Federation. A share of the broadcasting on the Channel One among Tricolor’s satellite clients amounted to 22.4 %. The second place in the rating in the period fr om December 31, 2021, to January 2, 2022, with a share of 14.6 % was taken by adventure movie The Last Warrior: Root of Evil the viewers could watch on Rossiya 1 TV Channel. The trio of the most popular TV events was completed with musical show New Year’s Night on Channel One. 30 Years Later with a share of 11.4 %.

According to the TV measurer’s data, during the holidays satellite TV viewers preferred films and series (53 %), entertaining and educational programs (15 %), films for children and animated films (10 %). In the beginning of the holidays top three leaders by a share of TV viewing among TV channels looked like this: Rossiya 1 — 10.3 %, Channel One — 9.0 %, NTV — 5.6 %.

The total share of Tricolor’s own-produced TV channels in satellite television during the New Year holidays exceeded 15 %. Conventionally, leading positions were taken by Premialnoye and Ostrosyuzhetnoye channels. Besides, a great interest of the audience was provoked by the content of the Romantichnoye Channel, where two famous Turkish series — Inconsistent Love and Kurulus: Osman — were broadcasted for the first time. A share of the TV channel on the day the first episode of Osman was on air reached 1.6 %.

As for online TV viewing, top three TV channels looked a bit different: Channel One — 10.9 %, TNT — 5.0 % and NTV — 4.9 %. However, two channels of Tricolor’s own production made it to the list of the most sought-after channels of the New Year holidays: Premialnoye (4.1 %) and Ostrosyuzhetnoye (1.2 %). The operator’s mono-series projects were also popular among the viewers — their total share amounted to 12 %. Aside from much-loved Soviet films, it was the franchises such as Harry Potter, Lord of the Rings, Fantastic Beasts and Wh ere to Find Them and Transformers that became key titles.

Tricolor is a multiplatform operator that develops a shared information space of entertainment and services for the entire family accessible from any device, anywhere, anytime. Along with TV that can be watched both via the satellite and in the Internet, the operator offers its clients cutting-edge digital services including online services, smart houses, CCTV monitoring and satellite Internet. At the end of Q3 of 2021, the total base of Tricolor amounted to 12.260 mln. households, including over 10.4 mln. clients that use the HD compliant equipment. The company has 1.3 mln viewers using online services and over 500,000 clients with 4K.

Agency 2 is a full-service advertising agency, an operator selling advertising opportunities of Tricolor, the Russian multiplatform operator. Agency 2 measures TV viewing of the operator’s audience with its own dashboard of TV measures, provides data about the audience of channels and programs based on household samples that reflect the audience structure accurately.


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