“Russia 1″ for the first time ahead of the audience “the First channel” on results of the year – RBC

Photo: Mikhail Klimentyev/TASS

and a subsidiary of VGTRK the channel “Russia 1″ for the first time became the market leader in popularity among the Russian audience at the end of 2016, ahead of the “First channel”

the TV Channel “Russia 1″ (part of the holding VGTRK) for the first time in its history came in first place for the audience in Russia, thus becoming the most popular channel of 2016. This is evidenced by the results of research conducted by Mediascope (formerly TNS Russia) seen by Kommersant.

According to published data, the average share of the audience “Russia 1″ has increased from 13.4% to 13.6% among viewers aged over 18. The indicators of the “First channel”, in turn, fell from 14.3% to 13.3% in the same segment, in the cities of Russia with the population from 100 thousand inhabitants.

According to audience over four years, “Russia 1″ also came in first place with 12.9 per cent, thereby outpacing the 0.2% “the First channel”.

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As the newspaper notes, this is the second time “the First channel” is inferior to its market leadership in popularity among the audience. In 2012, he yielded first place to the NTV (included in “Gazprom-media”) and 14.7% vs. 14.3%. A year later “the First channel” again topped the ranking due to the increase of the content.

the Proportion of the target audience, which is for sale, the First channel among viewers aged 14 to 59 years decreased from 12.6% to 11.6%, “Russia 1″ increased this figure to 14% compared with 13.8% a year earlier. Overall, “First” has remained a leader in the market of television advertising in 2016, despite the fact that for the year its share fell from 21% to 19%; in “Russia 1″ it remains at 11%, it follows from the estimates of the biggest MEDA auditor Etat Control International based on data from Mediascope.

According to the program Director for “Russia 1″ Alexander Nechaev, the increase in the share of the channel occurred due to audience growth, regional news, updates, discussion show in Prime time during the week, the launch of new and update of existing weekend shows, as well as updates to cinema and maintain leadership of the morning show.

representative of the “First channel” in an interview stressed that the channel does not trust the research. “These data are good for PR, but don’t say anything about the actual TV viewing in the country,” he said, adding that the channel expects “reform is irrelevant and unreliable systems research.”

According to the company Etat Control International, seen by RBC, new year’s eve the leader of the television became the “Russia 1″. Share of television viewers on December 31 and the morning of 1 January the most popular was the “First channel”.