CTC Media to target different TV audience in 2013
MOSCOW. Aug 7 (Interfax) - CTC Media will be focusing starting next year on a new target audience for its television channels CTC and Peretz next year, the company said.
CTC Media has "made the important strategic decision to adjust the target demographics for the CTC and Peretz Networks to "all 10-45" and "all 25-49", respectively. The change will take place from the beginning of 2013 and reflects the company's overall positioning strategy for Domashny and Peretz and the channels' high affinity levels in these commercially attractive audience groups. The transition is therefore expected to have a positive impact on both audience shares and inventory levels moving forward," company CEO Boris Podolsky said in a Q2 financial report posted on the CTC Media website.
"The switch to the new target audiences for CTC and Peretz is a part of the company's overall positioning strategy for these channels reflecting the advertiser demand. The decision to narrow target audiences primarily reflects the Company's expectation that it will continue to deliver higher audience shares and more advertising inventory in the new demographics," the report says.
CTC's share of the 6-54 age group audience dropped to its lowest point for the last five years in Q2 - to 8.9% from 11% in Q1 and 11.1% in Q2 of last year. Its share also fell among viewers in the 10-45 age group, which is to be the channel's target audience in the future - it was 10.2% in Q2 versus 12.7% in Q1 and 12.6% in Q2 2011.
Peretz maintained its 2.6% share of the 25-59 group of viewers at 2.6% quarter-on-quarter in Q2 (2.1% in Q2 2011).
The market share of Domashny among the female 25-59 audience increased to 3.8% in Q2 from 3.7% in Q1 and 3.2% in Q2 2011.