media landscape updater - 2011 summary
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MEDIA LANDSCAPE UPDATER2011 SUMMARY
by
AGENDA1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising
MEDIA SNAPSHOT
• Media investments• Media mix• Biggest players• Sectors
MEDIA MARKET EXPENDITURES
Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009)
Source: Kantar Media, OMD estimations
In 2011 media market net expenditures increased by ca. 3% (net expenditures). We estimate in 2012 net expenditures shall rise only by 0,5%.
2008 2009 2010 2011 20120
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
21,4
56,4
08,3
30.0
0
22,0
69,8
06,9
09.0
0
26,0
08,5
92,9
65.0
0
26,9
69,6
08,6
99.0
0
28,2
67,7
30,1
39.2
0
7,68
1,87
7,20
1.66
7,03
0,79
5,87
7.08
7,29
1,49
8,80
7.69
7,51
4,19
1,70
9.60
7,55
1,49
1,77
6.11
Ratecard Net est.
+3%+0,5%
+4%-8%
+3%+18%
+4%+5%
MEDIA MIX (BASED ON NET ESTIMATIONS)
Internet is the fastest developing medium in Poland taking second rank in media spend.
Source: Kantar Media, net net expenditures
2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
48% 48% 49% 47% 48%
12% 15% 16% 17% 18%
13%11%
11% 11% 10%
8% 8% 8% 9% 9%
10% 9% 8% 8% 7%
7% 8% 7% 6% 6%
Television Internet Magazines Radio Newspapers Outdoor Cinema
20 BIGGEST PLAYERS YTD TOTAL
Major reshuffle among top 20 players is observed on Polish media market. Previous No.1 Unilever was dethroned by Aflofarm – marketer No. 8 in 2010 and No. 14 in 2009.
Source: Kantar Media, ratecard expenditures
SECTORS YTD TOTAL
For the last three years top 3 sectors are: food, medicines and telecoms.
Source: Kantar Media
20092010
Jan-Dec 2011
0%
20%
40%
60%
80%
100%
14%15%
13%
14%13%
12%
9%11%
12%
8%8%
9%
10%10%
9%
7%6%
8%
8%7%
7%
7%7%
7%
6%6%
6%
4%4%
5%
5%5%
4%
COMPUTER & AUDIO VIDEO
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
TRAVEL / TOURISM / HOTELS & RESTAURANTS
CLOTHING & ACCESSORIES
BEVERAGES & ALCOHOLS
LEISURE
AUTOMOTIVE
OTHERS
MEDIA, BOOKS, CDs AND DVDs
FINANCIAL
HYGIENE & BEAUTY CARE
RETAIL
PHARMACEUTICAL PRODUCTS, MEDICINE
TELECOMS
FOOD
TV ADVERTISING• Average Time Viewed• All time viewing• Commercial impact• Minutes sold• Nice to know
AVERAGE TIME VIEWED
Source: AGB Nielsen Media Research
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51100
120
140
160
180
200
220
240
260
280
300
2010 2011
Due to the structure of the Polish society (70% of them living in small cities and villages) TV is still well consumed (over 3h 20min per day).
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%All 16-49
TVP1
TVP2
Polsat
TVN
TVP thematic (7)
Polsat thematic (11)
TVN thematic (10)
AtMedia (52)
Discovery (8)
TVP3
TV4
TVN7
other cab/sat
ALL TIME VIEVING
We can observe decrease of shares of mainstream channels - TVN and Polsat. The increase of the share of thematic channels is caused by unattractive offer of big channels' broadcast programming during winter months.
Source: AGB Nielsen Media Research
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51
-5%
0%
5%
10%
15%
20%
25%
30%
All 16-49 TVP1
TVP2
Polsat
TVN
TVP thematic (7)
Polsat thematic (11)
TVN thematic (10)
AtMedia (49)
Discovery (7)
TVP3
TV4
TVN7
SHARE OF MARKET
Polsat nad TVN have the highest share among TV market. At Media is between TVP1 and TVP2.
Source: AGB Nielsen Media Research
GRP’S TOTAL
Source: AGB Nielsen Media Research, TG: ALL 16-49
GRP’s level dynamics slows down visibly in recent years (+3%) in 2011 YoY.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
-4%
+20%
+14%
+8%
+12%
+12%
+9%+2%
+13%
+7%
+3%
SECONDS SOLD
Source: AGB Nielsen Media Research
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Advertising Seconds sold - total market
2006 2007 2008 2009 2010 2011
Over 20% more seconds were sold by broadcasters in 2011.
SECONDS SOLD
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000Advertising Seconds sold - TVP
2006 2007 2008 2009 2010 2011
In the last quarter of 2011 TVP (TVP1 & TVP2) had less inventory than in the 3td one. It exceeded 90 000 seconds per week. In the end of the year intensity of campaigns falls, as usually.
Source: AGB Nielsen Media Research
SECONDS SOLD
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520
20,000
40,000
60,000
80,000
100,000
120,000
Advertising Seconds sold - TVN
2006 2007 2008 2009 2010 2011
Seconds sold is lower during the winter months what reflects traditional seasonality on Polish media market. The 4Q of 2011 was worse for TVN in comparison to the same period in previous years. That may be caused by crisis on the markets.
Source: AGB Nielsen Media Research
SECONDS SOLD
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Advertising Seconds Sold - Polsat
2006 2007 2008 2009 2010 2011
Polsat increased their inventory to the sell out limit (which is 12 minutes per hour). There is no big disproportion between winter months and the rest of the year.
Source: AGB Nielsen Media Research
SECONDS SOLD
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
Advertising Seconds Sold - AT Media
2006 2007 2008 2009 2010 2011
At Media as a broker modifies their portfolio regularly. The more stations are included in the package the more inventory may be sold.
Source: AGB Nielsen Media Research
TV – NICE TO KNOW
EACH YEAR NUMBER OF MONITORED CHANNELS INCREASES
By the end of 2011 about 92 Polish-language channels were monitored by AGB Nielsen Media Research
2011 HITS
Program Audience GRP's
X FACTOR /PROG.ROZR.POL./ 3 033 737 16,54%
FAKTY 2 358 972 12,86%
MAM TALENT! / PROGR./ROZR./ 2 318 042 12,64%
PRZEPIS NA ZYCIE /SER.KOM.OBYCZ.POL./
1 985 831 10,83%
GALIMATIAS CZYLI KOGEL MOGEL II /KOM.POL./
1 944 028 10,60%
Program Audience GRP's
WYDARZENIA 3 182 845 17,36%
KEVIN SAM W NOWYM JORKU 2 368 650 12,92%
KEVIN SAM W DOMU 2 263 091 12,34%
MUST BE THE MUSIC - TYLKO MUZYKA /PROGR.ROZR.POL./
2 230 823 12,17%
KSW 17 - ZEMSTA /REP.POL./ 2 164 358 11,80%
Program Audience GRP's
RANCZO /SER.KOM.POL./ 3 067 081 16,73%
MECZ TOWARZYSKI PILKI NOZNEJ /TRANSMISJA/
2 787 814 15,20%
WIADOMOSCI 2 575 760 14,05%
BENEFIS ADAMA MALYSZA /PROG.ROZ./
2 546 629 13,89%
SPORT /SERWIS SPORT./ 2 352 357 12,83%
Program Audience GRP's
M JAK MILOSC /TELENOW.POL./ 3 318 071 18,09%
TELEKAMERY TELETYGODNIA 2011 - WIECZOR GALOWY /RELACJA/
2 686 742 14,65%
KULISY SERIALU M JAK MILOSC 2 368 017 12,91%
MISTRZOSTWA SWIATA MEZCZYZN W PILCE RECZNEJ /TRANSM./
2 196 645 11,98%
BITWA NA GLOSY / ZAPOWIEDZ/ 2 162 746 11,79%
Source: AGB NMR
PRESS ADVERTISING
• Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
PRINT INVESTMENTS
Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009)
Source: Kantar Media
In 2011 advertisers invested over 6% more in comparison to the same period of 2010. Free emissions and beneficial last offers might cause the ratecard growth, however it may not translate into significant increase of net expenditures.
2009 2010 20110
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
4,000,000,000
4,500,000,000
5,000,000,000
4,40
2,24
4,7
08
4,45
2,43
0,0
98
4,73
9,08
2,1
25
Full Year
SEASONALITY
Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009)
Source: Kantar Media
Advertisers invested 6% more in press vs. 2010, but bought same number of ads by this period (it is still less by 2% than in 2009).
1 2 3 4 5 6 7 8 9 10 11 12 -
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
500,000,000
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Investments I - XII 2009
Investments I - XII 2010
Investments I - XII 2011
Insertions I - XII 2009
Insertions I - XII 2010
Insertions I - XII 2011
SECTORS
We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Financial sector.On the other hand Automotive sector, Retail and Food are rather pulling back from print media.
Source: Kantar Media
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
900,000,000
1,000,000,000
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Investments Jan-Dec 2009
Investments Jan-Dec 2010
Investments Jan-Dec 2011
Insertions Jan-Dec 2009
Insertions Jan-Dec 2010
Insertions Jan-Dec 2011
PUBLISHERS
Agora is no1 Publisher, but it’s loosing its potential. Bauer increases its revenues even by 38%.
Source: Kantar Media, M&MP
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
900,000,000
1,000,000,000
0
20000
40000
60000
80000
100000
120000
140000
Investments Jan-Dec 2009
Investments Jan-Dec 2010
Investments Jan-Dec 2011
Insertions Jan-Dec 2009
Insertions Jan-Dec 2010
Insertions Jan-Dec 2011
PRESS – NICE TO KNOW
PRINT MARKER – BIGGEST PUBLISHING GROUPS
„Polityka” Spółdzielnia PracyPresspublica
PRINT MARKER – BIGGEST PUBLISHING GROUPS
WHAT’S NEW IN 2011
• „Gala” was transformed from a weekly to biweekly magazine what made average sales increase to 141 000 copies per month.
• In March the first special issue of „Party” – „Party Style” appeared on the market.
• In February an opinion forming weekly magazine „Uważam Rze” appeared. Contemporary it has the second place among weeklies opinion.
• In July 2011 a new monthly scientific magazine „Świat Wiedzy” was launched by Bauer. In September G+J launched a similar title: „Sekrety Nauki”.
• Magazine „Top Gear” previously published by Burda Media, has a new owner – Ringier Axel Springer.
• People magazine „Flesz” (Edipresse publisher) appeared in October – the first 3 editions were sold in 500 000 copies.
• In order to attract new customers Publishers turn to new solutions like e-editions on tablets (Rzeczpospolita, Super Express, gazeta Wyborcza, Newsweek, Polityka, etc)
CHANGES ON THE PRINT MARKET - 2011
In October 2011 magazine Cars vanished from the market – publisher Zwierciadło
Debut of business weekly magazine in September 2011 – publisher AWR Wprost
„Życie Warszawy” published by Presspublica was closed in December
2011. From Dec. 2011 title is only a supplement to Rzeczpospolita
Uważam Rze (Presspublica) – new opinion forming weekly magazine, from Feb 2011
New „people magazine” from October 2011 – publisher Edipresse Group
New magazine for men from November 2011 – publisher Ginza Group
2009-01
2009-02
2009-03
2009-04
2009-05
2009-06
2009-07
2009-08
2009-09
2009-10
2009-11
2009-12
2010-01
2010-02
2010-03
2010-04
2010-05
2010-06
2010-07
2010-08
2010-09
2010-10
2010-11
2010-12
2011-01
2011-02
2011-03
2011-04
2011-05
2011-06
2011-07
2011-08
2011-09
2011-10
2011-11
2011-120
100000
200000
300000
400000
500000
600000
Fakt SuperExpress Gazeta Wyborcza Dziennik Gazeta Parwna Rzeczpospolita
READERSHIP OF DAILY NEWSPAPERS
„Fakt” (tabloid) is constantly the leader among dailies, the second is „Gazeta Wyborcza” (nationwide opinion forming title).
Generally, for the last years we observe a slight decrease in dailies readership.A significant increase was only visible in April 2010 after Smolensk plane crash.
Source: ZKDP
2009-01
2009-02
2009-03
2009-04
2009-05
2009-06
2009-07
2009-08
2009-09
2009-10
2009-11
2009-12
2010-01
2010-02
2010-03
2010-04
2010-05
2010-06
2010-07
2010-08
2010-09
2010-10
2010-11
2010-12
2011-01
2011-02
2011-03
2011-04
2011-05
2011-06
2011-07
2011-08
2011-09
2011-10
2011-110
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000Polityka Wprost Gość Niedzielny Uważam Rze Newsweek Przekrój Angora
READERSHIP OF WEEKLY OPINION FORMING MAGAZINES
Angora is the leader among weekly reviews. We do not observe a significant decline of readership in this group of titles. „Przekroj” notes a slight decline. „Gość Niedzielny” – catholic weekly, has high position among others weekly reviews. „Uważam Rze” notes very high readership – on the same level as „Polityka”.
Source: ZKDP
OUTDOOR ADVERTISING
• Investments• Seasonality• Market shares• Ad types• ooh nice to know
OUTDOOR INVESTMENTS
In 2011 advertisers invested over 5% more in comparison to the same period of 2010 (on the ratecard basis).
Source: Kantar Media
2009 2010 20110
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,600,000,000
1,22
9,50
8,0
66
1,18
5,67
5,8
51
1,24
6,98
5,8
93
Full Year
+5%
SEASONALITY
We observe a typical seasonality of media expenditures, with peak months from March till June and from September till December.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 1240,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
110,000,000
120,000,000
130,000,000
2009 2010 2011
MARKET SHARES
Outdoor market is consolidated. Over 85% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with 27% share is on the second position..
Source: Kantar Media
30%
19%15%
10%
10%
15%
2010AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
NEWS OUTDOOR POLAND
Others
31%
18%14%
10%
12%
14%
2009AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
NEWS OUTDOOR POLAND
Others
32%
27%
16%
10%
15%
Jan-Dec 2011AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
MOST POPULAR AD TYPES
Source: Kantar Media
Frontlight Citylight Billboard Backlight -
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
Jan-Dec 2009 Jan-Dec 2010 Jan-Dec 2011
Investments on Billboards are decreasing, but we can also observe growth of expenditures on Citilights (by 16%) and Frontlights.
OOH – NICE TO KNOW
2011 SUMMARY - CARRIERS
Number of standard billboards (12m2) significantly decreases in the last few years. In 2011 still the most popular formats were Frontlights 6x3m and Citylights (1,2x1,8m).
XII 2009 XII 2010 XII 20110
200
400
600
800
1,000
1,200
1,400
1,600
1,8001,705
1,571
1,321
frontlight 12x3 m frontlight 12x4 m backlight 6x3 mbacklight 8x4 m backlight scroll 9m2
XII 2009 XII 2010 XII 20110
5,000
10,000
15,000
20,000
25,00023,536
21,62020,367
standard 12m2 frontlight 6x3 m CLP
WHAT’S NEW IN 2012
EURO 2012 football Championship will be in June.
It is expected to achieve better sales results in the second rather than in the first half of the year.
Probably the profitability of individual companies Out Of Home will increase.
Very important will be settle in the advertising business in Warsaw and Wroclaw (tender for bus shelters should be solved).
Perhaps there will be a major shift in the use of so-called "road belt" for situating advertising media.
ZYWIEC 155 ANNIVERSARY
On the occasion of 155 anniversary of the brewery Zywiec, the Limited Edition Bock Beer Zywiec appeared on the market. That is why residents of the largest Polish cities, can make a
toast together with characters placed on a unique project on a 3D lenticular printing. http://www.youtube.com/watch?v=lXUXY_I-YpY&feature=player_embedded
BMW CUBE
In January in Zakopane stood cube with the latest model of BMW xDrive. The campaign was backed up with the exhibition on 12x4 structures. Additionally, throughout the month, 6 cars
were available for test drive.
CINEMA ADVERTISING
CINEMA INVESTMENTS
Source: Kantar Media
Advertisers invested over 7% more in 2011 vs. 2010 (considering monitored players: NAM and Multikino).
2009 2010 20110
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
481,
186,
101
663,
837,
150
709,
250,
418
Full Year
+38%
+7%
SEASONALITY
In 2011 we observed two peaks in June and November.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 120
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
2009 2010 2011
Source: Kantar Media
TOP SECTORS IN CINEMA ADVERTISING
In 2011 biggest sectors were Leisure, Food and Telecoms. Financial and Media sectors increase their shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat.
Series10%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
12% 14%20%
18% 17%15%
16% 13%14%
8% 11%8%
8% 5%7%
11% 10%7%
4% 4% 6%5% 8% 5%
3% 2% 3%1% 3%
CLOTHING & ACCESSORIES
PHARMACEUTICAL PRODUCTS, MEDICINE
HYGIENE & BEAUTY CARE
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
RETAIL
TRAVEL / TOURISM / HOTELS & RESTAURANTS
OTHERS
COMPUTER & AUDIO VIDEO
FINANCIAL
BEVERAGES & ALCOHOLS
MEDIA, BOOKS, CDs AND DVDs
AUTOMOTIVE
TELECOMS
FOOD
LEISURE
Source: Kantar Media
MARKET SHARE
Polish cinema market is very consolidated – there are only 2 media owners which are monitored (third biggest player - Kinads).Share of Multikino revenues constantly grows for the last couple of years.
25%
75%
2009
MULTIKINO
NEW AGE MEDIA
35%
65%
2010
MULTIKINO
NEW AGE MEDIA 44%
56%
Jan-Dec 2011
MULTIKINO
NEW AGE MEDIA
CINEMA – NICE TO KNOW
VIEWERS RETURN TO CINEMAS
Source: NAM
After weaker 2010 in 2011 we observe 2% growth of cinema audience, however it is still less by 2% than in record 2009.
2009 2010 20110
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
39,1
99,5
30
37,4
97,4
21
38,3
57,6
48
Full Year
-4% +2%
SEASONALITY
Source: NAM
Viewers more often choose winter season, however tempted by spectacular productions also choose mid-season months.
January
February
March
AprilMay
JuneJuly
August
September
October
November
December
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2011 2010 2009
TOP TEN (BOX OFFICE)- 2011
źródło: boxoffice.pl
1,7 M.
0,9 M.
1,5 M.
0,9 M.
1,2 M.
1 M. 0,8 M.
1,4 M.
1,2 M.
2,3 M.
There are three Polish productions on the podium.
Trójmiasto
OlsztynBydgoszcz
Szczecin
Toruń
Warszawa
łódźPoznań
częstochowawrocław
Opoleagl. katowicka
KrakówB.-Biała
Radom
Kielce
Rzeszów
Lublin
GorzówWlkp.
Białystok
Zielona Góra
Płock
Piła
Lubin Piotrków Trybunalsk
iLegnica
kalisz
Wałbrzych
• 36 cities• 62 cinemas• 500 screens
Kino Muranów
Cinema 3D - KłodzkoBochnia
Krynica Zdrój
Brzeszcze
Kęty
Oświęcim
Limanowa
TrzebiniaDąbrowa Tarnowska
Poznań (3)
Radom
Rumia
Koszalin
SopotGdańsk
Gdynia
Elbląg
Bydgoszcz
Włocławek
Warszawa (4)
Łódź
Wrocław x 2
Zabrze
Rybnik KrakówKraków x2
Kino Atlantic
Szczecin
Rzeszów
Wadowice
• 27 cities• 37 cinemas• 237 screens
MARKET CONCENTRATION
RADIO ADVERTISING
• Investments• Seasonality• Media owners• Media shares• Radio – nice to know
RADIO INVESTMENTS
Radio market revenues increased by 26% in 2011 (on the net basis we estimate the increase on the level of up to 20%). We observe that in 4Q of 2011 the dynamic slowed down as a result of economic slowdown.
Source: Kantar Media
2009 2010 20110
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
2,11
0,29
9,4
43
2,47
8,23
3,1
45
3,11
9,21
9,0
51
Full Year
+26%
SEASONALITY
We observe a typical seasonality of media expenditures, with peak months from March till June and from September till December.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 1240,000,000
90,000,000
140,000,000
190,000,000
240,000,000
290,000,000
340,000,000
2009 2010 2011
KULCZYK TRADEX
POLOMARKET
EUROPLANT PHYTOPHARM
NETIA
GENERAL MOTORS POLAND
TESCO POLSKA
MERCEDES-BENZ POLSKA
RENAULT POLSKA
LEKAM
CANAL+ CYFROWY
TOTALIZATOR SPORTOWY
POLKOMTEL
POLSKA TELEFONIA CYFROWA
FIAT AUTO POLAND
OLIMP LABORATORIES
PTK CENTERTEL
EURO-NET WARSZAWA
LIDL POLSKA SKLEPY SPOŻYWCZE
METRO GROUP
AFLOFARM
0 100,000,000 200,000,000 300,000,000 400,000,000
18,707,026
19,157,727
19,195,392
19,676,047
20,190,009
20,316,304
21,260,973
22,734,184
23,000,456
25,383,635
28,849,468
32,063,736
33,280,537
33,599,720
64,696,670
68,214,762
73,122,237
74,176,957
129,097,125
363,506,270
2011 2010
99,1%
40,6%
128,0%
-8,7%
58,1%
250,9%
-7,8%
-41,4%
-1,4%
14,8 %
3,5 %
100,1 %
0,0 %
0,2 %
37,4 %
31,5 %
16,6%
141,7 %
24,7 %
Source: Ad Expert 2011/2010 (ratecard, without autopromotion)
ADVERTISERS – TOP 20
Aflofarm – the biggest player on the Polish market (regarding ratecard/net expenditures) is also most active in radio. Significant increase of radio expenditures is noted by Lidl and Metro Group.
32%
14%
10%
28%
25%
21%
27%
5%
6%
Market share
26%
Musical formats of the broadcasting station:
AC – Adult Contemporary (RMF, Zet) CHR – Contemporary Hit Radio (Eska, RMF Maxxx)Oldies (Złote Przeboje, VOX)Classic (RMF Classic, Chillout (ChilliZET)News & Talk (TOK FM)Rock (Antyradio, Eska Rock)Soft AC (Plus)Jazz/Funky/Chillout (PIN)All Polish (Wawa)
RADIO MARKET - PROPERTY GROUPS
Source: Raio Track Millword Brown SMG/KRC X-XII 2011, TG:All 15+
Daily reach
MARKET SHARES (MEDIA OWNERS)
Radio market is consolidated. About 98% of the market is held by 5 biggest media owners. Group RMF has the highest revenues (39% of radio market in Poland). Next on the podium is Eurozet, however losses its share.
Source: Kantar Media
29%
26%3%
13%
7% 3%
2009GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
AGORA S.A.
POLSKIE RADIO
Others
33%
25%
20%
12%
8% 2%
2010 GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
AGORA S.A.
POLSKIE RADIO
Others
39%
20%
17%
12%
10% 2%
Jan-Dec 2011GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
AGORA S.A.
Others
MARKET SHARES (STATIONS)
For the last years RMF FM and Zet have been the biggest radio stations on Polish market.An important role is played by radio packages like: Drapacz Chmur, Package Złote Przeboje, RMF na Maxxxa and others.
Source: Kantar Media
25%
22%
3%1%
49%
2009RMF FM
ZET
PR 3
PR 1
Others
27%
21%
3%2%
47%
2010RMF FM
ZET
PR 3
PR 1
Others
32%
18%
5%3%
43%
Jan-Dec 2011
RMF FM
ZET
PR 3
PR 1
RADIO – NICE TO KNOW
THE MOST IMPORTANT RADIO NEWS IN 2011
1. New radio packages :
Audytorium Premium (17 regional stations of Polish Radio and 6 more regional stations) – January 2011
RMF 3D Extra (RMF 3D Extra + 18 regional stations) - January 2011
Highway FM (Time + Polish Radio PR1, PR-3, PR 4) - March 2011
O-Okularnik (Agora + Polish Radio Station PR -1, PR-3, PR-4) – July 2011
2. Radio Plus and Vox FM signed an agreement about creating a package of 19 stations called Radio Plus – January 2011
3. There is new radio stations for children - Radio Bajka - June 2011
4. Radio ZET increased price of advertisements for the first time in the last three years – September 2011
20 25 30 35 40 45 50 55 600 mln
1 mln
2 mln
3 mln
4 mln
5 mln
6 mln
7 mln
8 mln
9 mln
10 mln
Age of the listener
Dai
ly re
ach
Source: Raio Track Millword Brown SMG/KRC 2011
DAILY REACH AND THE PROFILE OF THE LISTENER
Grupa RMF Polskie Radio Eurozet Time Agora
10,848,000.0
6,777,000.0
7,800,000.0
4,471,000.0
1,917,000.0
10,681,000.0
6,694,000.0
7,663,000.0
4,642,000.0
1,969,000.0
2010 2011
3,8%
-- 1,2%
--1, 5 %
-- 1,8%
2,7%
DAILY REACH (MLN)
Source: Raio Track Millword Brown SMG/KRC; 2010 vs 2011
In 2011 Time and Agora noted the highest growth of daily reach (comparing to 2010) .Eurozet, RMF Group and Polskie Radio loose the audience.
Source: Radio Track, Millward Brown SMG/KRC; 2010 vs 2011
Daily reach (mln) Share of market (%)
PiN
PR Czwórka
Roxy
Chilli Zet
Antyradio
RMF Classic
Wawa
PR 2
PLUS
TOK FM
Eska Rock
Planeta
Maryja
Złote Przeboje
RMF MAXXX
PR 3
Audytorium 17
ESKA
PR 1
ZET
RMF FM
0 2,000 4,000 6,000 8,000 10,000 12,000
87
207
121
216
302
370
393
339
393
563
747
565
978
1,355
1,606
2,757
2,574
3,554
4,146
6,693
9,481
2011 2010
-0,9%
-6,2%
-0,3 %
7,0%
-17,0%
0,5%
-18,5%
22,0%
21,3%
-2,9%
3,3%
3,1%
4,4%
-3,9%
12,3%
-9,8%
2,7%
5,4%
4,3%
97,1%
3,6%PiN
PR Czwórka
Roxy
Chilli Zet
Antyradio
RMF Classic
Wawa
PR 2
PLUS
TOK FM
Eska Rock
Planeta
Maryja
Złote Przeboje
RMF MAXXX
PR 3
Audytorium 17
Eska
PR 1
ZET
RMF FM
0% 5% 10% 15% 20% 25% 30%
0.17%
0.43%
0.20%
0.45%
0.57%
0.75%
0.81%
0.64%
0.84%
1.30%
1.54%
0.93%
2.13%
2.88%
3.17%
8.22%
5.61%
7.56%
11.90%
16.17%
25.95%
2011 2010
-7,4%
-0,3%
2,2%
7,7%
3,5%
-1,7%
-9,4%
26,2%
19,2%
-6,3%
17,3%
-2,7%
-5,0%
10,2%
6,1%
9,8%
-21,8%
-14,7%
8,8%
96,7%
0,2%
DYNAMICS OF RADIO STATIONS
Radio stations Radio groups
LISTENING OF RADIO
Source: Raio Track Millword Brown SMG/KRC, share in the time of listening, avarage time of listening , daily reach (thousand) 2011
In 2011 the highest share in the time of listening was noted by RMF FM (on average over 172 minutes per day).
120 130 140 150 160 170 180 190 2000%
5%
10%
15%
20%
25%
30%RMF FM
Radio Zet
PR 1
PR 3
ESKA
Złote Przeboje
RMF MAXXX
Avarage time of listening
Shar
e in
the
tim
e of
lis
teni
ng
0 50 100 150 200 2500%
5%
10%
15%
20%
25%
30%
35%
40%
Grupa RMF
Polskie Radio
Eurozet
Time
Agora
Avarage time of listeningSh
are
in th
e tim
e of
lis
teni
ng
ONLINE
ADVERTISING
„Internet is the first medium where I look for information”
(61%, 189 Aff.)
NEW MEDIA TRADITIONAL MEDIA
An important role is played by thematic channels
INTERNET IS THE FASTEST DEVELOPING MEDIUM IN POLAND TAKING SECOND RANK IN MEDIA SPEND
Digital is becoming medium nr 2Internet is the fastest developing medium in Poland taking second rank in media spend. This is a very cost efficient medium to reach various target audiences. Therefore while optimizing available budgets marketers turned to safe, proven and effective media avoiding experimentation
POLISH ON-LINE ADVERTISING BUDGETS GROW INTENSIVELY. SOCIAL , MOBILE AND VIDEO ARE THE TOP TRENDS
Ad categories split
Display
Sem
Classifieds
Source: Ra port IAB AdEx 2010FY (IAB Pol ska/PwC)
Ratecard expenditures (Mio)
Display advertising continues to be a leader, but Sem share is still growing up.
Polish Internet in numbers:
18 Mio polish Internet users
20 years of polish Internet
14% of Poles have a smart phone
3,7 Mio users use mobile Internet
7,1 Mio users on polish Facebook
7,5 billion PLN spent in e-stores in 2011
2008 2009 2010 2011 -
500
1,000
1,500
2,000
2,500
First half of year expenditures
Annual expenditures
Estimated expenditures for 2011 will exceed two billion
PLN!
More than 95% users watch video content
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Media Direction Group webpage:www.mediadirection.com.pl
In case You have any further questions concerning Media Landscape Updater, please contact Andrzej Piskorekpiskorek@mediadirection.com.pl
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