media landscape updater i-iii 2012
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MEDIA LANDSCAPE UPDATERJAN - MARCH 2012
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
ECONOMIC INDICATORS SHOW POLAND GOES THROUGH CRYSIS QUITE WELL, HOWEVER MEDIA MARKET FACES SLOWDOWN…
Source: EU Comission, GUS
European Comission: „Fastest growth among EU will be noted by Poland„ (even up to 2,7%)
Olli Rehn: „Poland is the only EU country not suffering from
recession and financial crysis”
Unemployment - according to 2012 forecasts the unemployment rate at the end of 2012 will amount to 12,3%, in comparison to 12,4% from the end of 2011. This shows that the Polish government is not expecting a considerable improvement of the labor market situation.
MEDIA REVENUES YTD TOTAL
After 1Q of 2012 advertisers invested 6% more vs. 1Q 2011, while considering media ratecard revenues. While considering net media investments minor decrease of expenditures is observed (-2,4%).
Source: Kantar Media, ratecard expenditures
Cinema
Outdoor
Newspapers
Magazines
Radio
Television
0 2,000,000,000 4,000,000,000
Jan - March 2012
Jan - March 2011
Jan - March 2010
1 2 3 4 5 6 7 8 9 10 11 120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
2010 2011 2012
20 BIGGEST PLAYERS YTD TOTAL
Aflofarm remains No1. on media market. The highest increase of media expenditures is noted by Jeronimo Martins (Biedronka) and Kulczyk Tradex.
Source: Kantar Media, ratecard expenditures
SECTORS YTD TOTAL
At the beginning of 2012 Medicine sector is No.1 with its share on the level of 17%. On the next positions are Telecoms and Food.
Source: Kantar Media
2010
2011
Jan - March 2012
0%
20%
40%
60%
80%
100%
11%12%
17%
13%12% 12%
15%
13% 12%
8%
9% 8%
7%7% 8%
10%9% 7%
6%8% 7%
6%6% 7%
7%7% 6%
4%5% 3%
5%4% 3%
COMPUTER & AUDIO VIDEO
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
CLOTHING & ACCESSORIES
TRAVEL / TOURISM / HOTELS & RESTAURANTS
BEVERAGES & ALCOHOLS
LEISURE
OTHERS
AUTOMOTIVE
FINANCIAL
HYGIENE & BEAUTY CARE
MEDIA, BOOKS, CDs AND DVDs
RETAIL
FOOD
TELECOMS
PHARMACEUTICAL PRODUCTS, MEDICINE
EURO 2012 - QUITE STRONG BEGINNING OF 2012 IS MAINLY CAUSED BY UPCOMING EURO 2012 TOURNAMENT
Upcoming tournament strongly attracts marketers. It is observed OOH benefits the most among all media, but other also offer „Euro
suited” products…
…however we estimate in 2H of 2012 media market will face
slowdown of media expenditures. YoY media expenditures shall
oscillate on the level from 2011.
airports
bridges
stadiums
Prognosis of media net inflations for 2012
TV: 0%
Radio: 4%
Dailies: 0%
Magazines: 1%
Online: 6%
OOH: 2%
Cinema: 3%
POLAND’S MEDIA MARKET IN 2012Digital Integration will speed up
Digital market will continue to grow very fast. New formats will be
expanded (esp. VOD services and streaming). Search will continue to win over Display ads and lead generating
activities will be favored
TV will continue high share in the market
TV will still be main medium used by advertisers. In June/July due to Euro 2012 we will observe higher inflation
especially in TVP – official broadcaster which already claims 50 m PLN loss on
the event
Ad market continuous to show nervousness and instability due to
global economy.Marketers will be observing global
economy and in case of recession or problems this will be influencing
marketing budgets. In case of budget cuts and lower incomes by media
owners special deals and last minute offers can be expected.
OOH will be more cluttered in summer months due to increased demand over
Euro 2012.Early booking to get premium access
is required for May – July period as most advertisers will be insisting on OOH due to increased traffic outside. International brands can appear on
OOH to attract visitors from abroad.
TV ADVERTISING• Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know
AVERAGE TIME VIEWED
Source: AGB Nielsen Media Research
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) and most
often used by marketers.
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52100
120
140
160
180
200
220
240
260
280
300
2010 2011 2012
MEET OUR MAJOR TV CHANNELS:State owned & politically biased loses shares in all time
viewing. UEFA Euro 2012 official broadcaster already announced 50m PLN loss on the event. Hard start of 2012:
channel sells even 16% less airtime than y.a.Still fashionable among advertisers which drives costs. Will be
sold soon which might cause market turbulence in 2012 as new owner will impose inflation unacceptable to most of the market
One man show (Z. Solorz). Bought biggest telecom (Plus GSM) recently and will try to change market offering soon (Internet
+ TV services)
Extremely successful changed thematic channels into mainstream player
Secured strong position on the market of thematic television
ALL TIME VIEWING (SHR%)
TV is cluttered and share of thematic channels is growing. Mainstream channels fight for the inventory - also by introducing new thematic
stations. Only in 2011 there were 13 new thematic stations introduced (monitored channels). Source: AGB Nielsen Media Research, TG:All 16-49
Jan
Feb
Mar
Apr
May Jun Jul
Aug
Sep
Oct
Nov De
cJa
nFe
bM
arAp
rM
ay Jun Jul
Aug
Sep
Oct
Nov De
cJa
nFe
bM
arAp
rM
ay Jun Jul
Aug
Sep
Oct
Nov De
cJa
nFe
bM
arAp
rM
ay Jun Jul
Aug
Sep
Oct
Nov De
cJa
nFe
bM
arAp
rM
ay Jun Jul
Aug
Sep
Oct
Nov De
cJa
nFe
bM
arAp
rM
ay Jun Jul
Aug
Sep
Oct
Nov De
c
2007 2008 2009 2010 2011 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
74.4% 71.0% 66.6%59.3%
25.6% 29.0% 33.4%40.7%
Share of Viewing by Stations Group (All 16-49)others Big 4
MARKET SHARE (SHR%) IN APRIL
Source: Nielsen Audience Measurement
At Media14%
Dis-covery
3%TVP111%
TVP210%
Polsat17%TVN
17%
Others27%
TG: All 16-49
GRP’S TOTAL
Source: AGB Nielsen Media Research, TG: all 16-49
By April of 2012 total number of generated GRP’s is higher than in 2011. We estimate stronger activity before and during Euro 2012, afterwards the dynamic shall be slower.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Jan - April 2011
Jan - April 2012
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
-4%
+20%
+14%
+8%
+12%
+12%
+9%+2%
+13%
+7%
+3%
+4,4%
SECONDS SOLD – TOTAL TV
Source: AGB Nielsen Media Research
Over 20% more seconds were sold by broadcasters in 2012. We observe strong beginning of 2012 – mainly thanks to thematic channels/packages.
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
8,000,000 no of seconds sold - Total TV
Total TV 2008 Total TV 2009 Total TV 2010 Total TV 2011Total TV 2012
weeks
no o
f sec
s
SECONDS SOLD
Source: AGB Nielsen Media Research
12345678910
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
52
0
50,000
100,000
150,000
200,000
250,000 no of seconds sold - TVP1+TVP2
TVP 2008 TVP 2009TVP 2010 TVP 2011TVP 2012
no o
f sec
s
12345678910
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
52
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000 no of seconds sold - POLSAT
Polsat 2008 Polsat 2009Polsat 2010 Polsat 2011
no o
f sec
s
12345678910
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
52
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000 no of seconds sold - AtMedia
AtMedia 2008 AtMedia 2009AtMedia 2010 AtMedia 2011
weeks
no o
f sec
s
12345678910
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
52
0
20,000
40,000
60,000
80,000
100,000
120,000 no of seconds sold - TVN
TVN 2008 TVN 2009TVN 2010 TVN 2011
weeks
no o
f sec
s
TV – NICE TO KNOW
HITS OF APRIL
Program Date Audience AMR %
RANCZO 2012-04-01 2 182 874 12,00%
SPORT 2012-04-01 1 777 964 9,77%
PROGNOZA POGODY 2012-04-01 1 752 860 9,63%
OJCIEC MATEUSZ 2012-04-12 1 661 621 9,13%
WIADOMOSCI 2012-04-01 1 558 226 8,56%
NARZECZONY MIMO WOLI 2012-04-08
1 522 422 8,37%
Program Date Audience AMR %
M JAK MILOSC 2012-04-02 2 781 872 15,29%
BARWY SZCZESCIA 2012-04-24 1 731 447 9,51%
BITWA NA GLOSY 2012-04-24 1 725 405 9,48%
KULISY SERIALU M JAK MILOSC 2012-04-16
1 541 246 8,47%
NA DOBRE I NA ZLE 2012-04-13 1 507 981 8,29%
KOCHAM CIĘ POLSKO 2012-04-13 1 161 877 6,38%
Program Date Audience AMR %MUST BE THE MUSIC - TYLKO MUZYKA 2012-04-01
2 120 789 11,65%
TERMINATOR OCALENIE 2012-04-02
1 788 703 9,83%
KOD DA VINCI 2012-04-16 1 681 089 9,24%
LIGA MISTRZOW 2012-04-25 1 600 520 8,80%
WYDARZENIA FLESZ 2012-04-12 1 595 122 8,77%
GOT TO DANCE: TYLKO TANIEC EXTRA 2012-04-22
1 534 309 8,43%
Program Date Audience AMR %
X FACTOR 2012-04-07 1 892 834 10,40%
KUCHENNE REWOLUCJE 2012-04-05
1 878 149 10,32%
FAKTY 2012-04-09 1 718 029 9,44%
PRZEPIS NA ZYCIE 2012-04-17 1 693 597 9,31%
ZMIERZCH 2012-04-09 1 609 627 8,85%
BOKSER 2012-04-08 1 594 851 8,76%
EURO 2012
Source: TVP
The biggest sport tournament in Poland ever, coming soon in TVP.
Broadcasts:-16 matches in -15 matches in-Broadcasts in line with and
Polish National Team Matches:
The Group Stage:-8 June 2012; 4:00 p.m. (Opening Match In Warsaw)-12 June 2012; 8:05 p.m. (Warsaw)-16 June 2012; 20:05 p.m. (Wroclaw)
Quarter-finals (if we qualify):-21 or 22 June 2012; 8:05 p.m.
Semi-finals (if we qualify):-27 or 28 June 2012; 8:05 p.m.
EURO 2012
Source: TVP
Accompanying Euro 2012 programs:
-BIAŁO-CZERWONI – everyday magazine
-PORANEK Z EURO- everyday magazine
-POLSKA GOLA
-KLUB KIBICA POLSKA 2012- everyday reports from
fan-zones
-PIŁKARSKIE INFO- after news services
-PIŁKARSKI WIECZÓR
PRESS ADVERTISING
• Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
PRINT INVESTMENTS
Source: Kantar Media
At the beginning of 2012 print revenues increased by 2%. We predict rather decrease of investments during the year, especially after Euro 2012.
2010 2011 20120
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
4,45
2,43
0,09
8
4,73
9,08
2,12
5
936,
191,
144
1,01
2,80
5,16
4
1,03
1,35
0,39
0
Full Year Jan - March
+2%
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
After 1Q of 2012 print media sold 6% less insertions than in 2011.
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 2010
Investments 2011
Investments I - III 2012
Insertions 2010
Insertions 2011
Insertions I - III 2012
SECTORS
We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Pharmaceutical products.On the other hand Automotive sector, Financial and Retail are rather pulling back from print media.
Source: Kantar Media
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
200,000,000
-
5,000
10,000
15,000
20,000
25,000
30,000
Investments I - III 2010
Investments I - III 2011
Investments I - III 2012
Insertions I - III 2010
Insertions I - III 2011
Insertions I - III 2012
PUBLISHERS
In 1Q of 2012 Agora is publisher No1 (considering media revenues), Bauer on the second place.
Source: Kantar Media, M&MP
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
200,000,000
0
5000
10000
15000
20000
25000
30000
35000
Investments I - III 2010
Investments I - III 2011
Investments I - III 2012
Insertions I - III 2010
Insertions I - III 2011
Insertions I - III 2012
PRESS – NICE TO KNOW
2011-01
2011-02
2011-03
2011-04
2011-05
2011-06
2011-07
2011-08
2011-09
2011-10
2011-11
2011-12
2012-01
2012-02
2012-03
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
Fakt Gazeta Codzienna
Gazeta Wyborcza
Super Express
Rzeczpospolita
Dziennik Gazeta Prawna
READERSHIP OF DAILIES
ZKDP: 01.2011 – 03.2012
„Fakt” is constantly the leader among dailies. The second in the ranking „Gazeta Wyborcza” noticed significant drop of readership in 2012.
Sales of „Super Express” and „Rzeczpospolita” remain on the level from 2011.Januar peak for DGP caused by added CD supplements.
READERSHIP OF WEEKLY REVIEWS
ZKDP: 01.2011 – 02.2012
2011-01
2011-02
2011-03
2011-04
2011-05
2011-06
2011-07
2011-08
2011-09
2011-10
2011-11
2011-12
2012-01
2012-02
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
Tygodnik Angora
Gość Niedzielny
Uważam Rze inaczej pisane
Polityka
Wprost
Newsweek Polska
Angora is still the leader among weekly reviews. Strong position is held by Uważam Rze.
EURO 2012 – SPECIAL ISSUES
„Skarb Kibica Euro 2012 Polska – Ukraina”
Special issue in „Przegląd Sportowy”
„Gazeta Sport.pl
Magazine issue in Gazeta Wyborcza.
EURO 2012
„Niezbednik Kibica”
Separate title issued by PolskaPresse.Vademecum Kibica Euro 2012
Separate title issued by Fakt.
OUTDOOR ADVERTISING
• Investments• Seasonality• Market shares• Ad types• AMS METRICS
OUTDOOR INVESTMENTS
In 1Q of 2012 advertisers invested 12% more in comparison to the same period of 2011 (on the ratecard basis). Prognosis for 1H of 2012 are rather optimistic, mainly because of Euro 2012.
Source: Kantar Media
2010 2011 20120
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,18
5,67
5,85
1
1,24
6,98
5,89
3
261,
124,
082
268,
129,
850
301,
349,
933
Full Year Jan - March 2012
12%
SEASONALITY
In 2012 months May, June and July shall be very strong as a result of Euro 2012. Even now (March) we observe stronger media activity.
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
140,000,000
2010 2011 2012
MARKET SHARES
Outdoor market is consolidated. Over 84% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with 28% share is on the second position.
Source: Kantar Media
30%
19%15%
10%
25%
2010AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
32%
27%
16%
10%
15%
2011AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
33%
28%
14%
10%
16%
Jan - March 2012
AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
MOST POPULAR AD TYPES
Source: Kantar Media
Investments on Billboards are decreasing, on the other hand we observe growth of expenditures on Backlights, Frontlights and Citylights.
Billboard Backlight Citylight Frontlight -
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
200,000,000
Jan - March 2010 Jan - March 2011
Jan - March 2012
-2% +12%
+2%
+20%
OOH – NICE TO KNOW
ORANGE NOVOTEL HOTEL
The brand 'TPSA' was changed to Orange. They want to attract the attention of the public by placing the largest (over 100 m high building) in Poland, an outdoor advertising on the
facade of the Novotel.http://wiadomosci.gazeta.pl/wiadomosci/10,114927,11551125,Show_z_okazji_fuzji_TP_z_Orange.html
ORANGE BALLON STATION - FLYING HEART OF THE CITY
The company Orange has prepared a balloon for 30 people with a panorama view of Warsaw from a height of about 200 meters. Balloon will be an attraction for fans at UEFA Euro 2012
because of its location near the National Stadium.
ORANGE QUBE
At the entrance to the center underground , Orange placed a 10 meter high cube-shaped stage . Location of the scene was chosen because of the heavy traffic of pedestrians, who can
listen to live music and enjoy free Wi-Fi.
CINEMA ADVERTISING
CINEMA INVESTMENTS
Source: Kantar Media
Advertisers invested over 64% more in 1Q of 2012 vs. 2011 (considering monitored players: NAM and Multikino). It is mainly caused by in-house campaign conducted by Multikino in January.
2010 2011 Jan - March 20120
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
663,
837,
150
709,
250,
418
193,
626,
789
Full Year Jan - March 2012
+64%
SEASONALITY
1Q of 2012 is very strong, however does not translate into increase of cinema audience.
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
2010 2011 2012
Source: Kantar Media
TOP SECTORS IN CINEMA ADVERTISING
In 2012 biggest sectors are Leisure, Food and Telecoms. Media sector increases its shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat.
2010 2011 Jan - March 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14%20% 22%
17%15%
20%13%
14%
15%5%
7%
11%
11%8%
6%4%
6%
4%
8%3% 3%
2%1%
2%
3%
6%7%
5%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
HYGIENE & BEAUTY CARE
OTHERS
TRAVEL / TOURISM / HOTELS & RESTAURANTS
CLOTHING & ACCESSORIES
PHARMACEUTICAL PRODUCTS, MEDICINE
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
COMPUTER & AUDIO VIDEO
FINANCIAL
BEVERAGES & ALCOHOLS
RETAIL
AUTOMOTIVE
MEDIA, BOOKS, CDs AND DVDs
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).In Jan - March 2012 Multikino revenues are higher that NAM. It is mainly caused by in-house campaign conducted by Multikino.
35%
65%
2010
MULTIKINO
NEW AGE MEDIA 44
%56%
2011
MULTIKINO
NEW AGE MEDIA 54%46%
Jan - March 2012
MULTIKINO
NEW AGE MEDIA
CINEMA – NICE TO KNOW
WEAKER 1Q OF 2012
Source: NAM
Considering cinema audience 1Q of 2012 was weaker while comparing to the same period of 2011.
January February March April May June July August Sep-tember
October November December0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2012 2011 2010 2009
RADIO ADVERTISING
• Investments• Seasonality• Media owners• Media shares• Radio – nice to know
RADIO INVESTMENTS
Strong 1Q of 2012 for radio. Revenues were higher by 18% while comparing to 2011.
Source: Kantar Media
2010 2011 20120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
2,47
8,23
3,14
5
3,11
9,21
9,05
1
536,
857,
740
715,
370,
263
844,
376,
382
Full Year Jan - March
+18%
SEASONALITY
We observe typical seasonality of radio expenditures.
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
390,000,000
2010 2011 2012
MARKET SHARES (STATIONS)
Strong 1Q of 2012 for RMF FM with its SoS on the level of 35%, whereas main competitor radio Zet notes only 19%.
Source: Kantar Media
27%
21%
3%2%
47%
2010RMF FM
ZET
PR 3
PR 1
Others
32%
18%
5%3%
43%
2011RMF FM
ZET
PR 3
PR 1
Others
35%
20%
5%3%
38%
Jan - March 2012RMF FM
ZET
PR 3
PR 1
MARKET SHARES (MEDIA OWNERS)
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
33%
25%3%
8%
12% 2%
2010GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
POLSKIE RADIO
AGORA S.A.
Others
39%
20%
17%
10%
12% 2%
2011 GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
POLSKIE RADIO
AGORA S.A.
Others
40%
22%
15%
11%
10% 2%
Jan - March 2012
GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
AGORA S.A.
Others
ONLINE
ADVERTISING
Source: NetTrack November 2011
Significant increase in Internet users and Internet penetrationSignificant increase in Internet users and
Internet penetration
Most of Internet users are 15 – 39 years old (almost 70% of Total).
We can also notice overrepresentation in this group
Most of Internet users are 15 – 39 years old (almost 70% of Total).
We can also notice overrepresentation in this group
INTERNET USERS IN POLAND
55
INTERNET USERS – SEX AND PLACE OF LIVING
Cities 500k+ Cities 200-500k
Cities 100-200k
Towns 20-99k
Towns 20k+ Villages0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Place of living
% of internet users group% of population
49.84%50.16%
Sex
menwomen
Source: NetTrack November 2011
2010’Q3 2011’Q30
100200300400500
371453
Spendings (mln PLN)
+ 22%
source : IAB AdEx 2011’Q3 , PwC
Online expanditures are constantly growing
2010'O3 2011'Q30%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
45% 38%
30%34%
17% 19%
6% 7%2% 2%
Budget split by medium
Other E-mail
Yellow Pages SEM
Display
Display share decreased in favour of SEM share
ONLINE SPENDINGS
Yellow Pages SEM E-mail Display0%
5%
10%
15%
20%
25%
30%
35%
40%
34%31%
17%
13%
Increase in the use of main types of advertisements (2011’q3/2010’q3)
Every online channel noted significant growth
source : IAB AdEx 2011’Q3 , PwC
THE FASTEST GROWING CHANNELS
Finance remains the largest sector in terms of online expenditures.
household productspharmaceuticals, drugs
clothing and accessorieseducation
beverages and alcoholcomputers and audio-video
housewares, furniture and decorationstravel and tourism, hotels and restaurants
foodhygiene and care
automotivereal estate
media, books, CDs, DVDstelecommunication
free timetrade
finance
1%2%2%2%
3%3%3%3%
5%5%
7%7%
9%10%10%
11%17%
Spendings by sectors 2011’Q3
source : IAB AdEx 2011’Q3 , PwC
ONLINE SPENDINGS BY SECTORS
59
THE MOST POPULAR DOMAINS
In 2011 Nasza Klasa lost its leading position in Social Media. FB and YT are the winners of 2011 in terms of reach growth.
source : Megapanel PBI, 12.2011
60
THE MOST SIGNIFICANT TREND IN 2011
Group-shopping platforms were the fastest growing online area. At the end of the year number of users was higher than 6 mio.
After group-shopping boom we can expect a slight slowdown.
Total reach of group-shopping websites
number of usersreach
Do you know any of group-shopping website?
2010 2011
I don't know any.
34%
50%
75%
15%
Groupon.pl
61
THE MOST POPULAR FB FANPAGES AND YT CHANNELS
Source: SocialBakers, February 2012
We never know which fanpage can make a success but it’s safe to say that Facebook users like to get discounts and coupons – it can make them like a brand.
The more attractive content you have the more opportunities to increase number of total views
you have. However it is important to have entertaining
and viral content to engage people.
62
THE MOST POPULAR QUERIES
It’s not surprising that the most popular keywords are those connected with the
most popular domains.However it is interesting that Polish users
are so keen on games.
Source: http://www.google.com/insights/search/#geo=PL&date=1%2F2011%2012m&cmpt=q
NK
Games
Allegro
Onet
YouTube
WP
Program
Mail Box
VIDEO IS VERY IMPORTANT PART OF ONLINE CONTENT
63
Ipla Vod.onet.pl Tvnplayer.pl Iplex.pl Tvp.pl/vod Kinoplex.gazeta.pl0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
The most popular VOD platforms
source : Megapanel PBI, 11.2011
BLOGS IN POLAND
writers - 3 mln
readers - 11 mln
Polish blog readers are the most attractive social
group
• Before 35 years old – 89,8%
• Come from large urban areas – 75,5%
• Working – 70,4%93,7% of bloggers are willing to cooperation with companies, instiututions and
organizations
BLOGS IN POLAND
Twój Styl Monthly – 305 thousand readers
Blog Makelifeeasier.pl – 658 thousand readers
Kuchnia z Okrasą TVP1 – 604 thousand
viewers
Blog Kwestiasmaku.com – 620 thousand readers
lifestyle
culinary
PRINT, TV VS. BLOGS
Weekly – Polityka, Wprost, Newsweek Polska
– 185 thousand readers
Blogs – Kominek .es .tv .in – 220 thousand readers
influential
Podróże Magazine – 23 thousand readers
Blog Ibedeker.pl – 28 thousand readers
travel
PRINTS VS. BLOGS
Natalia Hatalska hatalska.com
Maciej Budzich mediafun.pl
Kominek .in .tv .es
Piotr Waglowskiwaglowski blog prawo.vagla.pl
Eliza Mórawska whiteplate.blogspot.com
Dominik Kaznowski kaznowski.blox.pl
35 k readers monthly
21 k readers monthly
15 k readers monthly
85 k readers monthly
127 k readers monthly
10 k readers monthly
Example of the most famous bloggers
WHO WE LIKE TO READ?
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THANK YOU!
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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