The results of the IPSOS and Crnogorski Telekom survey from March 2025, which showed a decline in the viewership of Television Vijesti in the period from 18 to 19 p.m., while there was no such decline for the first channel of Radio Television of Montenegro (RTCG) in the period from 19 to 20 p.m., could have been caused by the fact that the sample included significantly more respondents over 60 years of age and residents of the northern region, who are traditionally more favorable to the Public Service.
This was shown by the study "Measuring Media Audience in Montenegro - Analysis of the Measurement System and Methodology with Recommendations", conducted by Croatian experts. Stanislav Bender i Robert Tomljenovic, presented during today's round table in Podgorica.
The study also showed that the sample used in the Ipsos survey does not correspond to the demographics of Montenegro from the 2023 census.
Namely, in March 2025, the largest absolute decline in viewership, in the period from 18 to 19 p.m., was recorded by Televizija Vijesti (21,57 percent), while RTCG1 had a larger relative decline (28,63 percent), but due to lower overall viewership - the share of the Public Service remains almost stable in that time period.
According to this research, the number of viewers in that period decreased from around 180.000 to 147.000, with TV Vijesti losing the most because it is also the most watched in that slot.
On the other hand, in the period from 19 to 20 pm, the total viewership remained almost unchanged, or decreased by only 5.000 viewers. Television Vijesti recorded a decrease of around 3.000 viewers, while RTCG1 recorded a slight increase of 356 viewers.
This example from last March can be used to explain the "illogical" change in the viewership trend and in the rating ratio between the Public Service and commercial television stations, which was observed over the past year.
A document published on the website of the Agency for Audiovisual Media Services (AMU) states that, although RTCG1 is losing a larger percentage of its audience, "all channels are recording a decline, so its share in total viewership is decreasing less than would be expected."
"Changes in the trend of viewership measurement results that occurred after March 2025 were pointed out by several interviewees. Of course, with the methodological note that the authors of the study did not have access to the raw data of the research, which nevertheless to a certain extent prevents a more detailed check and a more precise interpretation of the changes that occurred... The largest absolute drop was recorded by TV Vijesti, with -10.561 viewers (−21,57 percent), while RTCG1 lost -5.403 viewers (−28,63 percent). Although RTCG1 has a larger relative drop, its share in total viewership remains almost stable - from 10,46 percent in April to 9.16 percent in May (a drop of −1.30 percentage points). The same applies to TV Vijesti, whose share fell from 27,14 percent to 26,11 percent, which can also be considered stable in the context of viewership research. It is important to understand that the share does not depend only on the change in the number "It is not about the number of viewers of a particular channel, but about its share in the total viewership. Although RTCG1 loses a larger percentage of its audience, all channels are recording a decline, so its share in the total viewership decreases less than would be expected. Similarly, TV Vijesti loses more viewers nominally, but its market share remains almost unchanged," the study says.
The study presented by Bender, which aims to "establish a starting point for the development of a methodology aligned with international and professional standards", also states that the relative stability of RTCG 1's market share may be a consequence of the "sample structure in the new daily wave".
"Namely, if the realized sample over-represented respondents over 60 years of age and residents of the Northern region - demographic groups that traditionally show greater loyalty to the public service - then the weights of such respondents may artificially increase the share of RTCG's audience."
In addition, the study states, the realized sample "moderately deviates from the actual regional structure" of the 2023 census.
"... In a way that the North and Primorje regions are overrepresented, while the Center is underrepresented, which indicates a methodological shift in favor of peripheral regions. The North, which according to the census accounts for 24,47 percent of the population (≈152,6 thousand out of a total of 623,6 thousand), occupies 28,2 percent in the sample, which represents an absolute deviation of + 3,73 percentage points, or relatively 15,24 percent more residents of the North than in the actual population. The Primorje, with an actual share of 26,25 percent (about 163,7 thousand), reaches 27,9 percent in the sample, or +1,65 percentage points more or 6,3 percent of the relative deviation. In contrast, the Center, which in reality includes 49,3 percent of the population (about 307,3 thousand), is represented in the sample with 44,0 percent, which is -5,3 percentage points less, or relatively 10,8 percent below the actual share of the population in that region. Since the North is the most over-represented and the Center is the most under-represented, the television viewing habits of the population of the North can influence not only the measurement of loyalty to the public service, but also the overall results of the viewing of other TV channels in Montenegro, which methodologically shifts the entire picture of the structure and viewing habits in the national sample, and which of course can also have an indirect influence on the decisions of marketing agencies and advertisers...", the document says.
During the panel, Bender presented research methodologies, adding that "audience measurement is nothing more than media research."
Vladimir Raicevic, the director of IPSOS, said that the objections to their research method were technical in nature. He said that any measurement, even if you step on a scale, will show an error.
Director of TV Vijesti Marijana Kadić Bojanić She asked Raičević if he knew that research for contract revision costs 50.000 euros.
"It costs 50.000 euros. In such a small market, I'm not sure that a television station can afford 50.000 euros to pay for that revision. You said that the objections are of a technical nature. If they can influence people in the north to watch Public Service more, don't you think that could affect the final results if you took the wrong sample," Kadić Bojanić asked.
Vladimir Otašević, director of Radio-Television Podgorica, said that it was not good that the authors of the study did not interview smaller media broadcasters, because "the change in methodology led to a 50 percent drop in viewership of the local public broadcaster."
Bender said that small shifts can really affect the final ratings result.
Raičević confirmed that there was a mistake, to which Kadić Bojanić replied that she should have announced it.
"Peoplemeter has a mistake. We have been working with our colleagues from 'Vijesti' for more than 15 years. We have had various communications and objections. It seems to me that we have explained them every time. I know that everyone would like to be the most watched, but that is simply not possible. You cannot all be the most watched. Every change in viewership is terribly painful. The bottom line is that we, as independent observers, have no other stake in the market than measuring. We want to independently, transparently and accurately present the viewership data of television stations in Montenegro," he said.
He said the bigger concern is why residents are watching less and less television.
"Anyone who has a need can come to us. All our clients know that. We are here to go through everything and provide insight into everything we can."
Blazo Bojic, marketing director at "Vijesti", said that it was important to him to have stable data.
"In these surveys, we have deviations in age, education and geographic structure... A misjudged market cannot bring me a well-implemented campaign."
Bender: The older citizens are, the more often they watch Public Service Broadcasting
Expert and one of the authors of the study Stanislav Bender He said that the entire European market is changing.
He recalled that VOD (video on demand) and streaming services are on the rise. He emphasized that the fragmentation of audiences and measurement systems has led to the development of multiple methodologies.
“Global digital platforms have further challenged this ecosystem with proprietary metrics,” he said.
He said that the problem with global standards is that they bypass regular ones. He pointed out that the study analyzed the period from July to September last year.
He stated that the total advertising market is estimated at 11 to 12 million euros per year.
Television, he says, accounts for about 50 percent of total advertising spending. Bender said that there are 180 registered media outlets in Montenegro, and which ones are competitors. The market, he points out, is fragmented in terms of economic strength. He said that United Media ("Vijesti" and "Nova M") has a strong market presence, and that the revenues of Radio Television of Montenegro account for about 43 percent of the total revenues of all Montenegrin media outlets.
Bender stressed that Montenegro has the highest rate in the region (out of 10 countries) when it comes to using the social network Instagram, adding that more than 60 percent of young people use it. The younger generation, he said, loves streaming platforms and added that 78 percent of citizens watch television every day.
He said that people over 60 watch RTCG more, adding that research showed that they consider it reliable.
"The older citizens get, the more often they watch Public Service," he said.
He said that radio "as such was not covered by the audiovisual media directive."
The key recommendations, Bender pointed out, are to establish an institutionalized and industry-aligned system.
"Agree on good practice. Increase transparency and availability of data. Consider better integration for a hybrid measurement model. Introduce mandatory independent audits of the methodology. Ensure the financial and technological sustainability of the system."
Kadić Bojanić said that it was the right time to create a joint body, in order to avoid discussions “when we are angry”. She emphasized that the results of “Vijesti” were fantastic, adding that “we want to understand how some things happened”.
"It is okay for this to be our starting point today and for us to agree that we should work together and that all processes should be transparent," emphasized Kadić Bojanić, adding that it is important to inform clients about changes in a timely manner.
Bakić: The audience does not consume media content linearly
Suncica Bakić, director of the Agency for Audiovisual Media Services (AMU), said that the study was created at a time when the Montenegrin media system is in the process of harmonizing with European standards.
"Future amendments to our legislation, as well as harmonization with the European framework, should lead to improvements in the existing measurement system. Audience measurement is the foundation of the advertising market, but also an important indicator of media pluralism..".
She said that the regulator should not be a “competitor to private entities.” She said that the European Media Freedom Act does not prescribe a single measurement model, but that it clearly defines principles including transparency, comparability... She emphasized that independent verification is very important.
"We must be aware that the media environment is changing. The audience no longer consumes content linearly. Future legal changes should encourage the modernization of the system so that it follows the real habits of the audience, and does not remain tied to models that do not reflect contemporary content consumption," said Bakić, adding that it is important to find a sustainable model through dialogue.
Gabasi: Accurate data helps media better serve their audience
Deputy Head of the OSCE Mission to Montenegro Giovanni Gabasi stated that the Montenegrin media scene is in a phase of rapid development, "which creates the need to create a reliable system for measuring television and radio audiences."
"Reliable measurement is not a technical issue. Accurate and independent data enables advertisers, broadcasters, policymakers and the public to make evidence-based decisions. Such data helps media outlets better understand and serve their audiences," he said.
He said that the study analyzes good international practices in measuring media audiences. He emphasized that the OSCE mission supports AMU and other stakeholders in finding an adequate Montenegrin model for audience measurement.
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