Market indicators: Updated number of subscribers per channel

Market indicators:
Updated number of
subscribers per channel
and per States
155
n
u
m
b
e
r
Ja n u a r y o f 2 0 1 0 - Ye a r X I V
Executive Director Otavio Jardanovski
Executive Manager Claudia Tornelli Zegaib
Sales Manager João Soares de Carvalho
Executive Assistant Caren Dias
Nº 155 - January of 2010 - Year XIV
Rua Sergipe, 401/Conj. 1.111 • Higienópolis • 01243-001 São Paulo (SP) Brasil
Phone/Fax: +55 11 3138-4630
E-mail: [email protected]
Preface
This month PTS publishes its quarterly update of the number of
subscribers per channel and per state throughout Brazil. As usual,
the numbers refer to subscribers who were connected (receiving
programming) and fully paid up at the end of the period, in this
case September, 2009. Thus they exclude “complimentary
subscriptions”, delinquent subscribers who had not yet been
disconnected and estimated viewers per subscription point.
In the Market Survey section, PTS publishes findings of 16th
survey profiling pay-TV subscribers in metropolitan areas of Brazil,
conducted in partnership with IBOPE. This issue focuses on
evaluation of channel’s packages offered by operators.
Contents
3
12
Market indicators
Market Survey
This report is published by PTS Pesquisas de Mercado Ltda.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying or
otherwise, without the prior permission in writing of PTS Pesquisas de Mercado Ltda.Infringement of copyright will be prosecuted.
03
MARKET
I N D I C A T O R S
Channel coverage September - October/2009
PTS calculates coverage by channel and state based on the number of connected and paying subscribers at the end of September/2009.
Because the main programmers operating in Brazil are remunerated in terms of the average number of subscribers for the previous month, PTS presents these figures with reference to
September - October/09. Thus while there may be a difference between the data published here and the main programmers’ own figures for September/09, the gap should not be greater than
5%. Numbers in blue were supplied by programmers (showing a margin of error of less than 5% compared with figures calculated by PTS). Numbers in black were calculated by PTS.
A&E
Animal Planet
AXN
Bandnews
Programmer: A&E Television Networks
Programmer: Discovery Brasil Networks
Programmer: Sony Pictures Entertainment
Programmer: Newco
SP RJ MG PR SC DF Satellite and other States Total SP
RJ
MG
SC
PR
RS
DF
PE
AM
RN
CE
Satellite and other States
Total
SP
RJ
MG
PR
RS
SC
DF
GO
CE
ES
Satellite and other States
Total
SP
RJ
PR
SC
MG
PB
Satellite and other States Total
973.367
358.375
131.830
92.435
51.489
52.631
2.230.469
3.890.596
1.213.737
552.400
141.904
131.670
128.552
125.850
68.142
43.081
39.521
38.310
35.284
1.547.228
4.065.679
1.276.977
409.742
182.582
139.495
131.200
98.059
78.554
35.574
33.502
26.283
2.106.402
4.518.370
607.148
186.171
92.511
60.081
37.206
22.687
1.317.737
2.323.541
Source: Newco
Source: Discovery Brasil
Bandsports
BBC
Bloomberg Television
Boomerang
Programmer: Newco
Programmer: BBC
SP RJ RS MG PR DF SC Satellite and other States
Total
Programmer: Bloomberg Television
Programmer: Turner International
SP RJ MG RS DF PR SC CE Satellite and other States
Total
SP
RJ
MG
PR
RS
SC
DF
RN
ES
GO
CE
AM
Satellite and other States
Total
SP
RJ
PR
SC
MG
RN
Satellite and other States Total
367.487
121.495
62.027
42.188
29.869
21.275
1.224.038
1.868.379
Source: Newco
392.214
159.148
90.769
89.755
50.933
46.237
32.956
1.325.038
2.187.050
Source: Castalia Communications Corp
537.355
312.082
73.407
55.501
46.281
39.156
31.607
23.733
1.375.726
2.494.848
Source: Bloomberg
1.113.960
417.758
134.756
116.887
114.790
81.829
81.494
42.757
25.665
23.920
23.290
20.959
1.519.105
3.717.170
04
MARKET
I N D I C A T O R S
Channel coverage September - October/2009
Canal Brasil
Cartoon Network
Cinemax
CNN
Programmer: Globosat
Programmer: Turner International
SP
1.213.899
RJ
420.530
RS
195.701
MG
179.974
PR
142.652
SC
106.837
DF
81.957
RN
39.999
ES
37.602
CE
35.611
GO
32.072
PE
27.620
AM
24.151
MS
20.114
Satellite and other States
2.154.094
Total
4.712.812
Programmer: HBO
Programmer: Turner International
SP
983.004
RJ
365.595
MG
138.592
PR
105.295
RS
99.888
DF
75.625
SC
64.583
GO
27.761
CE
27.916
PE
26.314
ES
20.931
RN
19.825
AM
20.227
Satellite and other States
1.656.109
Total
3.631.667
SP RJ RS PR MG DF SC Satellite and other States
Total
623.253
265.446
73.659
72.462
67.805
50.964
42.875
1.349.028
2.545.492
SP
RJ
PR
DF
Satellite and other States
Total
317.617
91.018
35.826
12.065
618.544
1.075.070
Source: Globosat
Discovery Channel
Discovery Home & Health
Discovery Kids
Discovery Travel & Living
Programmer: Discovery Networks
Programmer: Discovery Networks
Programmer: Discovery Networks
SP
RJ
RS
MG
PR
SC
DF
AM
CE
PE
GO
ES
RN
Satellite and other States
Total
SP RJ MG RS PR SC DF PE AM CE AL Satellite and other States Total SP RJ MG RS PR SC DF PE CE ES GO BA AM RN MS AL Satellite and other States Total Programmer: Discovery Networks
SP 707.935
RJ 114.009
MG 76.648
AM 48.499
PR 47.078
RN 40.829
Satellite and other States 2.113.432
Total 3.148.430
1.692.814
538.672
252.927
228.749
179.350
148.927
106.602
63.719
48.605
46.789
44.797
37.907
29.852
1.912.949
5.332.660
Source: Discovery Brasil
1.311.482
598.221
151.064
130.700
123.994
93.482
71.168
44.994
41.276
36.851
31.101
1.531.820
4.166.154
Source: Discovery Brasil
1.821.785
652.097
314.805
271.046
221.785
196.668
140.730
67.457
66.456
53.931
52.012
39.608
37.091
36.994
32.923
29.421
2.126.622
6.161.430
Source: Discovery Brasil
Source: Discovery Brasil
05
MARKET
I N D I C A T O R S
Channel coverage September - October/2009
Discovery Turbo, Science, Civilization
Disney Channel
Disney XD
E! Entertainment
Programmer: Discovery Networks
Programmer: Walt Disney Company
Programmer: Walt Disney Company
Programmer: E! Entertainment Television
SP RJ MG RS PR SC DF GO AM RN Satellite and other States Total SP RJ MG RS PR SC DF CE AL PB
Satellite and other States Total SP
RJ
MG
PR
SC
Satellite and other States
Total
SP RJ MG RS PR DF Satellite and other States Total 282.194
165.355
47.069
41.455
30.327
32.408
134.404
733.212
Source: Discovery Brasil
Source: Disney & ESPN Media Networks
ESPN
ESPN Brasil
Programmer: ESPN International
SP RJ MG PR RS SC DF PE CE ES GO AM RN MS AL PB Satellite and other States Total Programmer: ESPN Brasil
SP RJ MG PR RS SC DF CE ES RN Satellite and other States Total 1.052.759
322.770
185.893
105.661
101.967
82.269
70.857
23.656
31.203
23.914
20.241
28.627
42.610
13.003
24.770
29.460
1.578.082
3.737.740
Source: Disney & ESPN Media Networks
1.512.752
343.411
138.730
149.825
101.790
85.993
70.019
33.596
21.157
20.957
2.045.490
4.523.720
1.074.674
291.924
103.032
101.073
76.076
63.977
61.581
31.208
25.140
29.448
1.864.188
3.722.321
Source: Disney & ESPN Media Networks
Eurochannel
861.902
308.699
112.838
88.906
79.293
70.414
61.337
29.243
23.562
21.440
1.749.661
3.407.294
Source: Disney & ESPN Media Networks
577.433
228.564
109.373
72.429
45.034
1.935.236
2.968.069
Fashion TV Brasil
Programmer: Turner International
Programmer: Eurochannel
SP RJ MG PR Satellite and other States Total 250.000
90.000
65.000
65.000
1.380.000
1.850.000
Source: InteracTV
SP RJ MG RS PR DF ES Satellite and other States Total 124.803
88.543
19.905
19.431
15.645
14.883
14.231
1.375.842
1.673.283
06
MARKET
I N D I C A T O R S
Channel coverage September - October/2009
Fox
Fox Life
Programmer: Fox
SP RJ MG RS PR SC DF CE Satellite and other States Total Fox News
Programmer: Fox
1.471.167
462.300
213.377
214.086
180.722
130.108
104.436
44.075
2.605.441
5.425.712
SP RJ MG RS PR SC DF Satellite and other States Total FX
Programmer: Fox
700.166
317.653
82.193
51.258
71.409
36.138
48.145
1.727.034
3.033.996
SP RJ MG RS PR SC DF CE Satellite and other States Total Source: FOX Film do Brasil
Programmer: Fox
358.888
157.850
44.042
71.750
30.930
13.325
34.557
26.650
1.384.745
2.122.738
SP RJ MG RS PR SC DF Satellite and other States Total 1.136.415
389.113
147.034
116.300
118.400
76.252
73.124
1.806.815
3.863.453
Source: Fox Film do Brasil
Source: FOX Film do Brasil
Source: FOX Film do Brasil
Globonews
GNT
Programmer: Rede Globo
SP RJ RS MG PR DF SC GO AM CE PE MS ES Satellite and other States Total Programmer: Globosat
1.728.439
462.093
286.371
255.182
180.901
111.544
108.478
71.289
46.191
30.361
29.958
29.519
28.794
2.260.478
5.629.598
Source: Globosat
SP RJ RS MG PR DF SC GO AM PE CE ES MS Satellite and other States Total 1.333.241
416.150
217.835
190.716
129.501
93.002
91.567
41.508
30.796
28.896
25.921
22.908
22.857
2.218.079
4.862.977
Source: Globosat
Hallmark
HBO
Programmer: Hallmark
Programmer: HBO
RJ
MG
SP
CE
PR
SC
Satellite and other States
Total
28.861
23.624
11.803
8.029
6.617
5.442
1.792.685
1.877.061
Source: FOX Film do Brasil
SP RJ PR MG RS DF SC Satellite and other States Total 401.335
141.115
45.430
37.199
29.192
23.945
22.216
663.577
1.364.009
07
MARKET
I N D I C A T O R S
Channel coverage September - October/2009
HBO Family
HBO Plus
Programmer: HBO
SP
RJ
PR
RS
MG
SC
Satellite and other States
Total
Programmer: HBO
248.478
71.946
14.037
10.972
10.638
4.642
530.837
891.550
365.680
132.691
37.750
29.176
21.940
21.805
607.050
1.216.092
MGM
Megapix
Programmer: Globosat
SP RJ MG RS PR DF SC CE GO Satellite and other States
Total
SP
RJ
PR
RS
MG
SC
Satellite and other States
Total
986.739
328.475
116.576
105.433
84.293
78.222
45.991
23.467
20.710
1.039.581
2.829.487
Programmer: MGM
SP RJ RS MG PR SC DF CE AM Satellite and other States
Total
History Channel
Max Prime
Programmer: A&E Television Networks
SP 1.130.331
MG 154.970
PR 104.348
AM 24.593
Satellite and other States
2.556.931
Total
3.971.173
Programmer: HBO
SP
RJ
PR
DF
Satellite and other States
Total
Multishow
MTV*
579.960
362.391
64.436
80.590
53.917
52.352
39.545
19.282
15.759
1.280.769
2.549.000
Source: MGM Latin America
317.617
91.018
35.826
12.065
618.544
1.075.070
Programmer: MTV Brasil
SP
SC
GO
RS
RJ
CE
MG
PR
PB
Satellite and other States
Total
Programmer: Globosat 336.838
141.314
69.523
52.997
41.008
40.940
33.292
25.474
25.474
334.814
1.101.671
Source: MTV Brasil
*Broadcast via UHF to main Brazilian cities,
SP RJ RS MG PR DF SC GO AM CE PE MS ES Satellite and other States
Total
1.728.210
462.093
286.365
254.086
180.900
111.544
108.478
71.289
46.191
30.164
29.958
29.519
28.794
2.256.083
5.623.674
Source: Globosat
08
MARKET
I N D I C A T O R S
Channel coverage September - October/2009
National Geographic
People
+ Arts
Nickelodeon
Programmer: National Geographic
SP
1.850.632
RJ
524.563
MG
264.654
RS
286.007
PR
219.128
SC
135.803
DF
125.820
CE
28.700
Satellite and other States
2.693.661
Total
6.128.968
Programmer: Viacom Networks Brasil
Programmer: Discovery Networks
SP
RJ
RS
MG
PR
SC
DF
GO
RN
CE
AM
ES
AL
Satellite and other States
Total SP
RJ
BA
RS
MG
SC
PR
DF
PE
CE
GO
ES
AM
Satellite and other States
Total
Source: Fox Film do Brasil
Sony
Sci-Fi
1.135.121
390.552
189.046
153.573
113.462
88.749
78.483
32.167
27.792
23.360
22.885
22.559
20.393
1.967.214
4.265.356
Source: Nickelodeon
Programmer: Sci-Fi
1.278.235
493.725
416.571
240.665
211.490
141.987
138.897
77.626
49.494
36.011
33.553
31.043
29.031
1.750.739
4.929.067
SP
RJ
MG
RS
DF
PR
SC
Satellite and other States
Total
Source: Discovery Brasil
Source: Fox Films do Brasil
Space
Speed
Sportv
Programmer: Sony Entertainment Television
Programmer: Turner International
Programmer: Fox
Programmer: Globosat
SP
RJ
RS
MG
PR
SC
DF
CE
GO
ES
PE
Satellite and other States
Total
RJ
RN
ES
SP
MA
MG
RS
Satellite and other States
Total
1.346.265
449.346
209.654
199.972
160.789
119.480
88.368
36.636
36.955
34.550
31.412
2.215.764
4.929.191
95.010
16.039
15.381
210.500
7.683
15.885
11.020
1.790.000
2.161.519
SP
RJ
MG
RS
PR
SC
DF
Satellite and other States
Total
352.305
175.328
38.815
35.521
35.281
12.744
34.673
1.297.899
1.982.565
Source: Fox Film do Brasil
491.433
254.583
74.518
54.393
45.040
43.445
20.413
1.178.001
2.161.825
SP RJ RS MG PR DF SC GO AM PE CE ES MS Satellite and other States
Total
1.325.950
416.150
211.064
190.716
125.541
93.002
91.567
41.508
30.796
28.896
25.993
22.908
22.857
2.173.092
4.800.040
Source: Globosat
09
MARKET
I N D I C A T O R S
Channel coverage September - October/2009
Sportv 2
TCM
TA, TL, TP and TC
Telecine Premium
Programmer: Globosat
Programmer: Turner International
Programmer: Globosat
Programmer: Globosat
SP
RJ
MG
PR
RS
SC
ES
RN
Satellite and other States
Total
SP RJ RS MG PR DF SC Satellite and other States
Total
SP RJ RS MG PR DF SC GO AM PE CE MS ES Satellite and other States
Total
1.325.950
415.909
210.464
189.429
125.541
93.002
91.567
41.508
30.796
28.896
25.993
22.857
21.743
2.129.119
4.752.774
674.420
307.180
90.960
67.563
61.271
35.970
16.107
15.440
1.657.605
2.926.517
Source: Globosat
SP RJ RS MG DF PR SC Satellite and other States
Total
550.822
270.522
93.382
65.965
53.711
53.433
48.005
1.150.057
2.285.897
Source: Globosat
TNT
TV5 Monde
TV Rá-Tim-Bum
Programmer: Turner International
Programmer: TV5 Monde
SP
RJ
RS
MG
PR
SC
DF
RN
CE
ES
GO
AM
PB
PE
AL
MS
Satellite and other States
Total
SP
RJ
RS
MG
DF
SC
PR
GO
CE
Satellite and other States
Total
Programmer: TV Cultura
SP
RJ
MG
DF
SC
AM
PR
RS
Satellite and other States
Total
1.407.653
465.088
214.962
210.397
167.735
115.632
89.425
46.160
39.505
39.212
37.663
37.657
33.200
30.439
29.420
23.064
2.163.733
5.150.945
545.382
262.085
89.911
65.965
52.902
51.858
47.190
1.139.405
2.254.698
358.301
262.370
129.677
115.945
92.923
70.352
63.913
24.924
24.269
415.409
1.558.083
Source: Media Mundi
TVE International
Programmer: TVE International
762.200
182.493
63.974
33.278
25.051
11.500
43.982
32.547
1.375.401
2.530.426
Source: TV Rá-Tim-Bum
SP RJ RS PR SC Satellite and other States
Total
700.000
290.000
160.000
80.000
60.000
610.000
1.900.000
Source: InteracTV
10
MARKET
I N D I C A T O R S
Channel coverage September - October/2009
Universal Channel
VH1
VH1 Mega Hits
Warner
Programmer: USA Brasil
Programmer: Viacom Networks
Programmer: Viacom Networks
Programmer: Warner Channel
SP RJ RS MG PR SC DF GO AM CE PE ES MS Satellite and other States
Total
1.578.463
425.611
280.697
210.311
173.107
115.416
111.544
72.241
46.191
30.164
29.826
28.679
28.512
1.831.018
4.961.780
Source: Globosat
SP
RJ
MG
RS
DF
PR
Satellite and other States
Total
524.586
197.679
89.822
39.832
35.965
34.016
1.840.349
2.762.248
Source: Viacom Networks Brasil
SP
RJ
MG
RS
DF
PR
Satellite and other States
Total
377.356
174.201
55.779
36.272
35.965
32.357
1.891.388
2.603.317
Source: Viacom Networks Brasil
SP
RJ
RS
MG
PR
SC
DF
CE
GO
ES
PE
Satellite and other States
Total
1.347.706
448.930
209.880
195.844
161.679
118.151
83.037
36.634
35.304
35.297
29.725
2.171.307
4.873.494
11
MARKET
I N D I C A T O R S
Channel coverage September - October/2009
Other channels
Channel
Language
Genre
Origin
Over 3 millions
TV Brasil
TV Câmara
TV Justiça
TV Legislativa
TV NBr
TV Senado
Port
Port
Port
Port
Port
Port
VarietyBrazilian
PoliticBrazilian
PoliticBrazilian
PoliticBrazilian
PoliticBrazilian
PoliticBrazilian
From 1,5 million to 3 millions
Animax
Canal Comunitário
Canal Universitário
Deutsche Welle
Mosaico
Mosaico Adulto
Mosaico Infantil
Mosaico Interativo
MTV Hits
Net TV
Passo a passo
RAI
SIC International
TV Climatempo
Spa/Port
Children's-Juvenille's Foreign
Port
VarietyBrazilian
Port
VarietyBrazilian
Ger/IngEtnic
Foreign
Port
GuideBrazilian
Port
GuideBrazilian
Port
GuideBrazilian
Port
GuideBrazilian
PortMusic
Foreign
Port
GuideBrazilian
Port
GuideBrazilian
ItalianEtnic
Foreign
Port
Variety
Foreign
PortMetheorologicBrazilian
From 500,000 to 1,5 million
Art Latino
Casa Club TV
CNN Espanhol
Film & Arts
ManagemenTV
ArabicEtnic
Foreign
Port
Lifestyle
Foreign
SpanishNews
Foreign
Port
Variety
Foreign
PortBusinessBrazilian
Channel
Language
Genre
Origin
NHK
TV Gospel
Woohoo
JapEtnic
Foreign
PortReligiousBrazilian
Port
SportsBrazilian
From 250,000 to 500,000
Biography ChannelEng/Port
DocumentariesBrazilian
Cine Brasil
PortMoviesBrazilian
Esotérico
PortEsotericBrazilian
Golf ChannelEnglish
Sports
Foreign
Rede Gênese
PortReligiousBrazilian
RTPi
PortEtnic
Foreign
The Concert ChannelEngMusic
Foreign
TV Jóquei
Port
SportsBrazilian
TVA no ar
Port
GuideBrazilian
Up to 250 ,000 subscribers
Abu Dhabi
ArabicEtnic
Foreign
Argentina Televisora C
SpanishEtnic
Foreign
Baby TV
Port
Children's
Foreign
HTV
SpanishMusic
Foreign
I.Sat
Spanish
Variety
Foreign
Infinito
SpanishEsoteric
Foreign
MovietraxxEnglishMusic
Foreign
Much Music
SpanishMusic
Foreign
Multipremier
PortMovies
Foreign
Nick Jr
Port
Children's
Foreign
NSC
Port
SportsBrazilian
Playhouse Disney
Port
Children's
Foreign
Rit
PortReligiousBrazilian
Syrian Channel
PortEtnic
Foreign
Telehit
SpanishMusic
Foreign
12
MARKET
I N D I C A T O R S
Channel coverage September - October/2009
Outros canais
Channel
Language
Genre
Origin
Telesur
SpanishNews
Foreign
Tooncast
Port
Children's-Juvenille's Foreign
TruTVEnglish
Variety
Foreign
TV Alphaville
Port
Local channelBrazilian
TV Coréia
CoreanEtnic
Foreign
Venezuela
SpanishEtnic
Foreign
VH1 ClassicEnglishMusic
Foreign
WorldnetEnglish
Informative
Foreign
A la carte and
pay-per-view channels
Big Brother Brasil
PortEventsBrazilian
Brasileirão Interativo
Port
SportsBrazilian
Buttman TV
PortEroticBrazilian
Canal AdultoEng/PortEroticBrazilian
Cine Sex
PortEroticBrazilian
Forman
PortErotic
Foreign
HentaiEng/PortErotic
Foreign
Hustler TV
IngErotic
Foreign
NHK Premium
JaponeseEtnic
Foreign
PenthouseEng/PortErotic
Foreign
Planet Sex
PortEroticBrazilian
PlayboyEng/PortErotic
Foreign
Premiere PortEventsBrazilian
Premiere CombateEng/Port
Sports
Foreign
Premiere FilmesEng/PortMoviesBrazilian
Premiere Futebol
Port
SportsBrazilian
Private GoldEng/PortErotic
Foreign
Sexy Hot PortEroticBrazilian
Sexy TVEng/PortEroticBrazilian
Channel
Language
Genre
Sexy ZoneEngErotic
Venus
Spanish/PortErotic
Interactive channel
Cartoon Games
Games
Playin' TV
Port
Port
Port
Origin
Foreign
Foreign
Interactive games Foreign
Interactive gamesBrazilian
Interactive gamesBrazilian
HD channel
Cine Sky HD
Port
Films HDBrazilian
Discovery Theater HD
Port
Documentary
Foreign
ESPN HD
Port
Sports
Foreign
FOX HD
Port
Films and series Foreign
Globosat HD
Port
VarietyBrazilian
HBO HD
Port
Film and seriesBrazilian
MGM HD
PortMoviesBrazilian
MTV HD
Port
VarietyBrazilian
Multishow HD
Port
VarietyBrazilian
National Geographic HD
Port
DocumentaryBrazilian
Rush HDEnglish
SportsBrazilian
Sex Zone HDEnglishEroticBrazilian
Space HD
PortEsotericBrazilian
TNT HD
PortMoviesBrazilian
13
MARKET
S U R V E Y
Channel packages considered good by subscribers
Even those who intend to cancel pay-TV service give package offerings good ratings.
P
TS continues to publish the findings of the 16th
survey profiling pay-television subscribers in the
main metropolitan areas of Brazil, conducted in
partnership with IBOPE. This issue focuses on subscribers’
assessments of the channel packages offered by
operators. The study also analyzes interviewees’ opinions
in a breakdown by operator and cross-tabulated with the
variable “intent in respect of service”.
Methodology: The survey consisted of personal
interviews based on structured questionnaires with openend and closed-end questions. Data were collected in the
period January 19-February 2, 2009, in 11 major
metropolitan areas: Brasília, Belo Horizonte, Campinas,
Curitiba, Florianópolis, Fortaleza, Porto Alegre, Recife, Rio
de Janeiro, Salvador, and São Paulo. The sample
comprised 17,215 individuals, with pay-TV subscribers
accounting for 2,353 or 13.6% of the total, proportionately
distributed among the metropolitan areas surveyed.
As in previous surveys, socioeconomic categories A, B, C
and D/E were covered according to the Brazilian
classification. This time class A accounted for 3% of the
interviews, B for 30%, C for 47%, and D/E for 20%. Levels
of educational attainment were in line with the averages
for the Brazilian population, with 37% having completed
secondary school or holding a university degree.
The sample was balanced in terms of age groups:
20% were aged 10-19, 22% were 20-29 years old,
18% were aged 30-39, 16% were 40-49 years old, and
24% were aged 50 or over. Women accounted for 53%
accounting for at most 2%.
of the sample.
For pay-TV subscribers interviewed only, the
socioeconomic breakdown was as follows: 71% A/B,
27% C, and 2% D/E.
Respondents broke down as follows by the service
provider to which they subscribed: Net 55%,
Sky 26%, TVA 7%, Telefonica 4%, other 8%.
Classes A and B accounted for the largest proportion of
the service providers’ subscriber bases, with D/E
Conclusions: Most pay-TV subscribers (54%)
rated the channel packages offered by
operators “good”, with about 19% rating them
“average” and 18% “excellent”.
A breakdown by operator shows 54% of
subscribers to Sky rating its packages “good”,
23% “excellent”, and 18% “average”. In the
case of subscribers to Net, 56% rated them
“good”, 21% “average”, and 18% “excellent”.
Among subscribers to TVA, 54% rated them
“good”, 22% “excellent”, and 17% “average”.
The same trend in opinions on channel
packages can be seen in the chart that shows
the results found by cross-tabulating package
ratings with intent in respect of pay-TV
service. Over half of those who said they
planned to stay with the same operator and
channel package rated the types of package
offered “good”, with 21% rating them
“excellent” 15% “average”. Among those who
were minded to change to a different
package, 54% rated the package offering
“good”, with 25% opting for “average”. Some
40% of those who said they would like to
switch to a different operator rated the
packages available “average”, and 34% of
those who wanted to cancel the service said
they were “good”.
14
MARKET
S U R V E Y
Subscribers’ assessments of the channel package
DK/NR
3%
Very Bad
2%
Bad
4%
Excellent
18%
Average
19%
Good
54%
Base: 2.353 interviews
By operator
SKY
Bad
3%
NET
Very Bad
2%
Excellent
22%
Average
18%
Bad
4%
Very Bad
1%
Excellent
18%
Average
21%
Bad
3%
Base: 1.292 interviews
Very Bad
4%
Excellent
22%
Average
18%
Good
56%
Good
55%
Base: 598 interviews
TVA
Good
53%
Base: 171 interviews
15
MARKET
S U R V E Y
Subscribers’ assessments of the channel package X Intent in respect of service
70%
Very Good
60%
Good
Average
Bad
Very bad
50%
40%
30%
20%
10%
0%
Keep on operator and channels'
packagecom
Base: 2.353 interviews
Source of charts: PTS/IBOPE.
Keep on operatorr but
change channels' package
Switch operator
Cancel the pay-TV service
DK/NR
Nº 155 - January of 2010 - Year XIV
Rua Sergipe, 401/Conj. 1.111 • Higienópolis • 01243-001 São Paulo (SP) Brasil
Phone/Fax: +55 11 3138-4630
E-mail: [email protected]