Our analysis based on zapping data from Croatian Pay TV / IPTV / cable households (represenative for 720.000 households) shows that the topics of purchasing fighter jets as well as Croatia’s relations to its neighbors Serbia and Bosnia & Herzegovina generated the most zapping events overall.
Around 23:00, Zap Outs were clearly prevalent, maybe due to the low popularity of the topics, but surely dominantly since audiences generally stopped watching TV around that time. This is also confirmed by the reach curve, which also shows a drop at that point.
Overall, the debate achieved an audience share of nearly 50%, 44% with 18–29 year-old respondents, 53% with respondents who had at least a university degree and 55% with households of at least 18K HRK monthly net income.
AdScanner is a Croatian marketing technology startup that provides big data solutions for leading-edge TV business models. Founded in 2012, AdScanner is active in Croatia, Austria, Germany, Bulgaria and Serbia. It has implemented a proprietary algorithm for automated video recognition, while developing its own Rapid Data Vectoring technology, collecting and integrating advanced TV audience data across a variety of TV platforms. For more information, follow AdScanner at twitter.com/adscannerdata, medium.com/adscanner and adscanner.tv.