According to provisional estimates, the total audience of Lithuanian TV channels shrank by around 2 percent, or by approximately 60,000 viewers, after the completion of the country’s digital switchover on 29 October. Provisional Monday’s data provided by the market researcher TNS LT showed that the switchover had not had any dramatic effects on TV audiences.
“Compared with last week’s Monday, the number of viewers, taking all [Lithuanian] TV channels together, shrank by around 2 percent, that is, the channels lost around 60,000 viewers in total,” Zita Sarakienė, CEO of Laisvas ir Nepriklausomas Kanalas, the owner of several Lithuanian TV channels, told the daily.
Laura Blaževičiūtė, CEO of Tele-3, the owner of TV3 channel, told the daily that the latest TV audience metering data might be inaccurate.
TNS LT has not made any comments so far. The market researcher has said that the data on changes in audience for different TV channels will be released in a week’s time.