TV audience measurements for April acted like a thermometer, showing a significant drop in ratings from March. The link is direct: thermometer temperatures rise, TV ratings fall in polls.
The 91 televisions included in Kantar Media’s measurements had an average rating of 16.9% nationwide (all day), during April, down 10.2% compared to March. It’s a consistent loss from one month to the next.
CLARIFICATION: The rating represents the number of viewers in a time interval relative to the measured universe, in this case, 17.4 million people at national level, expressed as a percentage.
The main cause of this severe drop was… beautiful weather. To confirm this dependence between weather and television consumption, we consulted the monthly audiences of March and April 2023. The drop from one month to the next was only 0.5%. Consulting the “weather press”, April 2023 was a cold month with rains, so Romanians stayed at home more. But in April 2022, when the temperatures were high, the audience was lower by 11% compared to the previous month.
If the general audience of the TV market decreased by 10.2% in the month just ended, in the case of large commercial televisions the decreases were more pronounced. This despite the fact that the program schedules included popular entertainment shows: “Romanians have talent” and “Las Fierbinți” on Pro TV, “Chefi la cuțite” and “iUmor” on Antena 1, “Insula de 1 milion” and series Turkish at Kanal D. The offer was rich, only the demand was lower… because of the beautiful weather.
In April, TV market leader Pro TV’s audience fell by 17.5% compared to the previous month, with the loss representing 131,870 of people nationally, the largest in the TV market.
Significant percentage losses were recorded by Antena 1 (-11.5%, representing 51,320 viewers), Kanal D (-19.5%, 79,610 viewers) and Prima TV (-23.5%). Even the tabloid television Antena Stars suffered a drop in audience: -14.2%.
Despite these losses, commercial television maintained its dominant positions in the market:
Pro TV: rating of 619,960 viewers per minute (all day);
Antena 1: 395,640 viewers per minute;
Channel D: 329,230 viewers per minute.
Even the news televisions have not escaped the effects of… “climate change”. Although they benefited from the “telenovela Cătălin Cîrstoiu”, which ran for more than three weeks, viewers’ interest in the polls with the candidates for the Capital City Hall and the chatter of analysts, sociologists and political commentators in the studios was reduced. In fact, why would the viewers from Tulcea or Arad, for example, be interested in the snoring and the “warp of polls” around the General City Hall of Bucharest? A topic missed by the news television whose moderators from the heart of Bucharest think that everything they put on the glass makes a national rating.
The national audience of Romania TV decreased in April by 12.3%, representing a loss of 27,630 people compared to March. Romania TV kept its first position in the news niche with an average of 197,500 viewers per minute (all day).
The loss of audience at Antena 3 CNN was lower: – 4.6% (6,910 people). The television of the Dan Voiculescu family remained in the second position of the niche with a rating of 143,430 of viewers per minute (all day).
Digi24 managed to maintain its rating from March, becoming the third television in the news niche, with an average of 53,310 of people per minute, while Realitatea Plus lost 15.6% of its audience in March, being followed by 52,980 of people, according to Kantar Media.
B1 TV took advantage of the losses of the big players, gaining only 1,500 people and reaching an average rating of 23,610 viewers per minute, far from claiming to make the “games”…sorry!, ratings on this niche.
Small and very small news stations in the news niche remained in place:
TVR Info: 7,000 viewers per minute (all day);
First News: 2,560 viewers per minute;
EuroNews: 2,370 viewers per minute;
Aleph News: 680 viewers per minute.
The cumulative market share of the 9 news televisions, at the national level, was 15.4%i.e. 15.4% of Romanians who watched TV during April watched one of these programs. News television audiences in May will be a barometer of Romanians’ interest in the local and European parliamentary elections on June 9. It will be a more credible measurement than the multitude of election polls with which the news televisions will intoxicate us until then. Regardless of the temperatures in the thermometers…
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