RBC TV's Audience Doubled in Half a Year.

MOSCOW -- According to an independent survey released by COMCON-Media in October 2004, RBC TV's weekly audience has doubled, reaching 3.094 million people over the past six months, against 1.563 million in April. The number of viewers who are able to receive the channel in Russia is now 37.456 million. Thus, the actual audience of RBC TV accounts for 8.3% of the total potential audience, against 5.4% in April, 2004. The channel's audience has increased due to a greater number of cities included in the broadcasting territory, and the fact that the channel gained more popularity. In terms of the average time that people spend watching the channel, RBC TV got close to the federal channels, as it is watched for 236 minutes per week on average.

According to the survey, the average age of RBC TV's viewers is 39, of which 38% are top managers and company owners, and 25% are middle-level managers. 84% of the channel's viewers have PCs, 65% have digital video cameras, 44% have satellite dishes, and 38% - lap tops. On average, they spend $1,223 per person on vacations. 85% of the families that watch RBC TV own one or several automobiles.

In addition, RBC TV requested that COMCON profiles the affluent TV audience of Moscow, as such study had never been conducted before. The results showed that RBC TV's affluent viewership accounts for 17.5% of the total Moscow audience.

The survey was conducted in 13 Russian cities that receive RBC TV. The sample size was 3,028 people with margin of error +/-1.8%. Methodology: telephone interviews (CATI) in Moscow and Saint Petersburg, face-to-face interviews in other cities. COMCON surveys meet all ESOMAR quality standards.