Radio

Players on the Ground 1-6/2012

2

Category Category

Spend

Motor-powered vehicles (except of motorcycles), caravans and trailers

114,9

Cross-section categories 78,1

Financial agencies, except insurance and retirement financing

54,6

Lignite coke and refined oil products

29,3

Telecommunication activities 26,1

Pharmaceutical products 17,7

Alimentation and hospitality 16,6

Publishing activities 15,8

Nonmetallic mineral products 15,2

Chemical materials and products

11,5

Advertiser Spend

Penny Market 19,3

AAA Auto 18,3

ŠKODA AUTO 16,4

Komerční banka 15,2

Lidl Česká republika 14,8

T-Mobile Czech Republic

13,9

UniCredit Bank Czech Republic

13,9

McDonald's ČR 13,6

Vodafone Czech Republic

12,2

BAUMAX ČR 11,2

Source: Admosphere

Amount Spent in CZK mio

Note: Only nationwide campaigns on networks MMS,RRM, Media Master and Direct.

Regional campaigns, sponsoring and special executions are not included.

Radio market

MMS TOTAL

38%

RRM 24 34%

MEDIA MASTER

21%

BPM 5%

Others 2%

3

About 85 different monitored radio stations in the Czech market:

Share of radio networks:

Type of Radio station Nationwide Regional & Local

Commercial 3 62

Public 9 11

Source: Median, Radio Projekt

Radio networks :

• MMS network of regional

radio stations

• RRM network of national and

regional radio stations

• Direct (BPM) network of regional radio

stations

• Media Master network of national and

regional radio stations

Trading Conditions

Cost benchmark: time-slots rate card (appx. 2 times per year modification)

Key negotiation tool: Agency & advertiser volume, share of budget by radio

network, seasonality, week on and week off share

Commitment deadline: 1 week in advance

Fixed spots: Majority of radio plans are booked for fixed spots in specific

advertising breaks, plus a pre-arranged number of free spots

Clients contract: ad hoc deal (non-written form)

4

Prohibited advertising on radio:

• Tobacco and tobacco products

• Prescription pharmaceuticals

• Religious and atheistic advertising

Advertising inventory:

• Public radio stations:

• Maximum 3 minutes of daily broadcasting time in nationwide

broadcasts

• Maximum 5 minutes of daily broadcasting time in regional

broadcasts

• Commercial radio stations:

• Maximum 25% of daily broadcasting time

Advertising & the Law

5

Special operations

Outside traditional spot campaigns following radio activities are

possible:

• Sponsorship

• Competitions

• Tie-ins to live events and other place-based activities

• Tie-ins with online activities

• Content - interviews, tips for listeners,…

• Hit parades

• Tailor-made radio projects

6

Radio Insights

1 041,8

935,3

890,0

709,6

605,8

Daily reach in thous. All 12-79

Top 5 Stations by Daily Reach

8

Source: Median, Radio Projekt, Q1-Q2/2012

15 Minute listenership level of

Top 5 stations

0

50

100

150

200

250

300

350

400

Rádio Impuls

Frekvence 1

Evropa 2

ČRo 1 - Radiožurnál

Rádio Blaník

9

Source: Median, Radio Projekt, Q1-Q2/2012