amm market overview 2010
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Заголовок слайдаHabitation Area:
Ukrainian Media Market 2010
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Inflation… Deflation… Who Cares?
Deflation… Good
News or Bad news?
For Whom How
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Media Market’s Health.
Why is it important for us?
InvestigaInvestigate te & &
develop develop
CultivatCultivatee
AnalyzAnalyze & e &
CureCure
UnderstanUnderstand the d the
situation & situation & See growthSee growth
The “Healthier” our Media Market is, the wealthier are our clients …
… the better is our Agency…
SO… VERY IMPORTANT for EACH OF US to…
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Заголовок слайдаPure Statistics. Let’s make it understandable
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Ad World 2008: USA sucks, Europe Rules
Region 2008 (bln)Africa $0,78
Asia $17,59
Europe
$46,26
Latin America $4,819
Middle East $1,992
Canada $2,037
USA $44,447
Worldwide $117,925
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Top 10 Advertisers Worldwide 2008 by estimated ad spends (Bln)
American companies rule
the world
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Top 20 Advertisers (WGRPs): UkraineProducer
Procter&Gamble
L'Oreal
Colgate-Palmolive company
Henkel
Unilever
Reckitt Benckiser
Sun Interbrew
MTC
Nestle
Kraft Foods
Kyivstar GSM
GlaxoSmithKline
Schwarzkopf&Henkel cosmetics
BBH
SC Johnson
Life:)
Coca-Cola
Obolon CJSC
Danone
Note: was considered only direct placement, TA 18+
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Macroreview. Globally
Data Source: International Monetary Found (IMF)
Main message World Economic Outlook (WEO), October 2009:
“Global recession is getting over but upturn will be slow”
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Ukrainian Media compared to other media
Ukrainian ad market has been falling not
all alone
however our market had stand its ground qualitatively
Example: In Russia 2009 market fall - 30%. Instantly, TNS – Gallop survey quality
was decreased and regional projects was brought to a close
Data source: АКАР, august 2009
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But the good thing is…
Consumers Consumers DO NOT DO NOT
change media behaviorchange media behavior
oTV viewing: increased - 4.13 hours on average
oReading: newspapers decreased by 5-7%, magazines are stable
oInternet is growing from year to year about 15% (ТА 17-24) and 24% (ТА 25-45)
oRadio listening is decreasing about 5-6% each year
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Who needs “only TV market?”
It’s not like it seems
TV didn’t become the only media as everyone’s expected
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Market Monsters’ constancy
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Market challengers
Mobile connection
Hygiene
Alcohol Home care
+ 47%
+ 149%
+ 47%
+ 32%
-28%
-5%
-24%-8%
Someone increases activity in spite of crisis
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Top 15 Categories: Ukraine 2008-2009
Category2008
(wgrp)2009
(wgrp)Changes
Growth rate
Drugs 117 170 152 943 35 773 31%
Personal care 137 240 139 757 2 517 2%
Cosmetics 115 268 126 808 11 540 10%
Connection 144 191 122 528 -21 663 -15%
Household cleaning products 122 518 120 954 -1 564 -1%
Nonalcoholic drinks 102 095 99 896 -2 199 -2%
Food 104 403 97 264 -7 139 -7%
Alcoholic drink 97 596 81 698 -15 898 -16%
Sweet goods 100 380 79 209 -21 171 -21%
Social advertising 11 464 51 267 39 803 347%
Financial 39 978 31 736 -8 243 -21%
Trade 30 467 30 330 -137 0%
Perfumery 33 105 28 168 -4 937 -15%
Entertainment 32 730 28 148 -4 582 -14%
Cars 38 288 27 807 -10 481 -27%
Others 161 331 138 123 -23 208 -14%
Note: was considered only direct placement, TA 18+
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Top 20 Advertisers (WGRPs): UkraineProducer
2008 (wgrp)
2009 (wgrp)
Changes
Growth rate
Procter&Gamble 96 146 87 131 -9 015 -9%
L'Oreal 45 346 60 238 14 892 33%
Colgate-Palmolive company 45 211 42 162 -3 049 -7%
Henkel 27 054 40 912 13 858 51%
Unilever 54 002 40 714 -13 288 -25%
Reckitt Benckiser 38 585 39 378 793 2%
Sun Interbrew 43 218 37 855 -5 363 -12%
MTC 46 885 36 480 -10 404 -22%
Nestle 45 797 35 172 -10 625 -23%
Kraft Foods 28 665 34 318 5 653 20%
Kyivstar GSM 41 942 32 150 -9 791 -23%
GlaxoSmithKline 11 949 29 947 17 998 151%
Schwarzkopf&Henkel cosmetics 14 086 22 431 8 345 59%
BBH 21 192 19 932 -1 260 -6%
SC Johnson 19 667 18 658 -1 009 -5%
Life:) 12 062 18 560 6 498 54%
Coca-Cola 25 482 18 501 -6 980 -27%
Obolon CJSC 20 540 18 338 -2 202 -11%
Danone 21 171 16 617 -4 554 -22%
Note: was considered only direct placement, TA 18+
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Top Ukraine Agencies
Media Agencies Media GroupsBilling-2009 mln UAH
(net)
MindShare GroupM 300 +
AITI/Carat Aegis Media 251 - 300
Media Systems Dentsu-Smart 251 - 300
MediaVest Publicis Groupe Ukraine 251 - 300
Optimum Media Omnicom 251 - 300
Starcom Publicis Groupe Ukraine 251 - 300
Радник Local 251 - 300
Maxima Local 201 - 250
Media Direction AGL/Omnicom Media Group 201 - 250
ZenithOptimedia Publicis Groupe Ukraine 201 - 250
AMM/Vizeum
Aegis Media
151 - 200
МПГ Local 151 - 200
MediaCom GroupM 151 - 200
Arena/Media Expert ADV Group 101 - 150
Initiative ADV Group 101 - 150
Mediaedge:cia GroupM 101 - 150
UniversalMcCann ADV Group 101 - 150
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World advertising trends 2010
global trendsglobal trendsmore insightmore insightmore people in motionmore people in motionmore understandingmore understandingbetter productbetter productmore innovationmore innovationmore engagementmore engagement
Digit
alData Source: Aegis Media Review
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Everything Everything is gonna be is gonna be
alrightalright
Nobody is Nobody is perfect perfect but…but…
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