Polish TV viewing appears to be becoming increasingly fragmented.
Data produced by TNS OBOP for Wirtualne Media shows that all the leading channels posted lower viewing shares in Q1 than in the same period last year.
In the 4+-age group, TVP1 claimed a 23.66% share (24.81%), followed by TVP2 with 16.11% (17.07%), Polsat 14.62% (15.52%) and TVN 13.75% (15.15%). The trend was repeated in the 16-49-age group, while a somewhat different picture emerged amongst thematic channels.
Although TVN24 was the undisputed leader in the 4+-age group, claiming a slightly higher share than in Q1 2008 (2.96% v 2.93%), the real winners were kids channels.
Disney Channel, for instance, claimed a 0.91% share (0.69%) and Jetix 0.79% (0.56%), though Mini Mini’s share fell from 0.86% to 0.79%. Indeed, Disney Channel, Jetix and Mini Mini occupied second, fourth and fifth spots in the thematic channel rankings.