Viewing scores in the age group 16-49? Polsat changes to 16-59, TVP wants to go even further

For many years, all TV channels in Poland settled accounts with advertisers, providing viewership results in the main target group of 16-49 years of age, considering that this is the most attractive group to which spots are directed. Some time ago, TVP decided that it would extend the range to 59, and a few days ago Polsat decided to do the same. Like Wirtualne Media, TVP has decided to go one step further from the new year.

Who gives more? TVP decides to expand the accounting group by several years

The changes introduced in both stations will allow them to take into account older – and in the case of TVP also much younger – viewers than before. Marketing & pr director of the advertising office of Telewizja Polsat Marcin Szaniawski explained the decision to the website by the fact that people over 50 are active and attractive consumers, because Poles are generally active longer than until the age of 49.

Of course, this will also inform the public about viewership results in various groups – TVN currently provides data for the 16-49 group, Polsat will do it for 16-59, and if TVP for 7-74, it may be a little difficult to get to know who really “wins” in the viewership results in the so-called the most attractive group for advertisers. Because it will mean something different for each sender.

TVP already has its own measurements

Let us recall that TVP uses its own audience measurement, because it had reservations about the research carried out on all channels by Nielsen over the years. During Euro 2020, even. The material shown in June this year showed, for example, that during the Poland-Slovakia match, viewers were called to ask if they were watching the match. It was said that TVP was “being robbed of money”, and in the absence of money, viewers would have to pay for watching football matches.

TVP and its president, Jacek Kurski, criticized the Nielsen Audience Measurement also, among others, in 2017. At that time, the results of viewership of the National Festival of Polish Song in Opole were a bone of contention.