Download - Media landscape updater 2011
MEDIA LANDSCAPE UPDATER
by
AGENDA
2. Media snapshot3. TV advertising4. Press advertising5. Outdoor advertising6. Cinema advertising7. Radio advertising8. Online advertising9. Inspiration Point
1. OMD – new brandscience unit
NEW POLISH UNIT OF BRANDSCIENCE
We measure what matters…• Impacts of the driving factors on key business performance indicators• Intermediate impacts of brand/influence/response measures and how these in turn are driven by marketing
…and in the right way• Understanding how media and marketing work• Understanding businesses• Understanding media, marketing and business data• Understanding ‘brand equity’ and long term / manifold effects
BrandScience is a Omnicom’s consultancy specialising in measuring and maximising the value created from marketing. BrandScience is a global player in the econometrics market with real teams across the world. New polish unit is a part of Media Direction Group
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Objectives
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Statistical analysis of key business drivers isolating and quantifying each effect on your KPI (e.g. sales)
What does it need from me?A meeting to discuss your top questions/objectives. Weekly data – spanning 2+ years covering KPI/sales and all drivers of KPI/sales, you & the competition. BrandScience can add weather and economic datasets to your data. Contact Rafał Wyszyński, BrandScience Director at [email protected] to arrange a meeting
MEDIA SNAPSHOT
• Landscape• Media shares• Biggest players• Sectors• Media perspectives in 2012
LANDSCAPE
Media market faces economic slowdown – that’s the fact. In October marketers decreased media budgets by 3% (overall media market increased YoY by 4%). Estimations for further months are rather pessimistic.
Source: Kantar Media, ratecard expenditures
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 1
,104
,630
,695
1,2
67,8
67,8
46
1,7
95,4
66,0
91
1,7
49,5
57,8
07
1,9
32,3
77,6
62
1,7
23,0
87,0
25
1,1
67,4
87,6
54
1,1
50,9
98,7
83
1,9
02,1
18,7
15
2,2
91,8
03,6
03
2,3
10,5
70,4
80
1,9
65,8
40,5
48
1,2
96,0
99,9
97
1,5
50,2
91,2
52
2,2
52,3
90,9
12
1,7
02,3
35,5
99
2,4
18,1
17,3
33
2,2
08,7
33,4
40
1,4
75,9
02,1
29
1,3
55,3
38,0
94
2,2
39,5
36,6
76
2,6
81,5
84,9
49
2,5
01,3
04,1
60
2,0
50,9
58,4
24
1,3
78,8
56,6
06
1,5
68,2
10,9
22
2,3
19,6
15,3
64
2,2
26,3
32,2
70
2,4
34,4
11,4
24
2,2
30,6
62,5
00
1,5
19,5
85,9
66
1,3
96,9
82,6
51
2,2
68,1
05,2
66
2,5
95,1
93,7
28
2009 2010 2011
MEDIA REVENUES YTD TOTAL
TV is the strongest medium with share on the level of 60%, however in 4Q we observe negative dynamic of TV investments (In October -1,5% YoY). Radio notes the highest increase of expenditures (29%). Investments for Cinema, Outdoor and Newspapers are on the stable level. Free emissions, better placements, additional discounts may inflate ratecard growth.
Source: Kantar Media, ratecard expenditures
Cinema
Outdoor
Newspapers
Magazines
Radio
Television
Cinema Outdoor Newspapers Magazines Radio Television
Jan-Oct 2009 346370887 1037564040 1543487854 1994194257 1701943019 9461835824
Jan-Oct 2010 528580378 987178005 1513458874 2044568393 1986460038 12120084693
Jan-Oct 2011 550976227 1035271771 1513174215 2320422329 2573174406 11944937749
Jan-Oct 2011Jan-Oct 2010Jan-Oct 2009
-1,5%
20 BIGGEST PLAYERS YTD TOTAL
By the end of October 2011, half of biggest advertisers decreased their media investments. The biggest drop in terms of RC expenditures was noted by Unilever and Henkel. The biggest increase of expenditures noted by Lidl and Aflofarm.
Source: Kantar Media
SECTORS YTD TOTAL
For the last three years top 3 sectors are: food, medicines and telecoms.
Source: Kantar Media
2009
2010
Jan-Oct 2011
0%
20%
40%
60%
80%
100%
14%15%
13%
9%11%
12%
14% 13%
12%
10%10%
9%
8%8%
8%
7%6%
7%
7%7%
7%
8%7%
7%
6%6%
6%
5%5%
5%
4%4%
4%
COMPUTER & AUDIO VIDEO
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
TRAVEL / TOURISM / HOTELS & RESTAURANTS
CLOTHING & ACCESSORIES
LEISURE
BEVERAGES & ALCOHOLS
AUTOMOTIVE
MEDIA, BOOKS, CDs AND DVDs
OTHERS
FINANCIAL
RETAIL
HYGIENE & BEAUTY CARE
TELECOMS
PHARMACEUTICAL PRODUCTS, MEDICINE
FOOD
MEDIA PERSPECTIVES IN 2012
TV market in 2012 will be nervous and
unpredictable
1. It will be hit by slowdown in Q4 2011 2. TV channels will impose higher inflation in Q1 to offset loss in Q4 2011
3. Real battle will be in Q2 and after UEFA EURO – especially in Q4
4. War of nerves will begoverning topic in mostmedia conversations
TV
OOH will benefit most
from UEFA Euro 2012
1. Outdoor will be one of the main medium 2. Despite expected economic slowdown marketers will try to use the occasion 3. Thousands of people will be outside and also international public 4. June / July – the best period for outdoor advertising
Expected drop in readership of print
1. We expect market slowdown can generate opportunities
2. Recommend holding back money for last-minute deals
Digital media are under constant development
1. Increasing importance of VOD (though off low base)
2. Facebook will overtake local social network offering (nk.pl)
OOH PRINT INTERNET
TV ADVERTISING• Average Time Viewed• All time viewing• Commercial impact• Minutes sold• Nice to know• TV Digitization - 2013
AVERAGE TIME VIEWED
Source: AGB Research Nielsen
Average Time Viewed (in minutes) is at a slightly lower level than in the previous year. ATV is higher during the winter months what reflects traditional seasonality on Polish media market.
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
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 rise of shares of mainstream channels - TVN and Polsat. At the same time thematic channels shares fall.
Source: AGB Research NielsenTVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP SportPolsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport ExtraTVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TVAt Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal , Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 510%
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
TVN and Polsat have the highest share among TV market. At Media is between TVP1 and TVP2 – both are mainstream channels.
Source: AGB Research Nielsen
TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP SportPolsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport ExtraTVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TVAt Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal , Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam ,
SECONDS SOLD
Source: AGB Research Nielsen
Week 42– highest sell out ever – 6,2 million seconds sold. The reason is progressing fragmentation of TV market (new thematic channels are being launched and monitored – e.g. Polo TV, Rodin TV and SCIFI Universal)
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
SECONDS SOLD
Source: AGB Research Nielsen
In 2011 TVP (TVP1 & TVP2) opened more inventory, than in previous years. It exceeded several times 180 000 seconds per week.
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
SECONDS SOLD
Source: AGB Research Nielsen
TVN keeps similar level as in previous years.
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
Source: AGB Research Nielsen
Polsat increased their inventory to the sell out limit (which is 12 minutes per hour).
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
SECONDS SOLD
Source: AGB Research Nielsen
At Media as a broker modifies their portfolio regularly. Currently It is about 3,2 million seconds per week.
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
TV – NICE TO KNOW
TV – SEEKING THE CHANCE IN INTERNET
The future of TV is multiscreen presence. TV programs will be presented on digital platforms but also tablets, smartphones and consoles. It already happens, Polsat presents TV materials on internet platform Ipla, TVN on TVN Player.
DIGITIZATION
Source: cyfryzajca.gov.pl
TV Market in Poland (distribution channels/ sources of signal)
DIGITIZATION
Source: cyfryzacja.gov.pl
Before and after digitization process in Poland
DIGITIZATIONMinistry of Infrastructure in Poland declared that digitization process is going to end until 31th of July 2013.
During international arrangement, there was made a decision, that analogue television is going to disappear of Europe until 2015.
DIGITIZATION STAGES
• More channels available for public• Better quality of vision and sound• Less interferences• Two formats accepted (4:3 or panoramic 16:9) • Access to additional interactive services
ADVANTAGEOUS OF DIGITIZATION
PRESS ADVERTISING
• Investments• Seasonality• Players and sectors• Publishers
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
By the end of October 2011 advertisers invested over 8% more in comparison to the same period of 2010. Free emissions and beneficial last offers may cause the ratecard growth, however it may not translate into 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
4,70
8
4,45
2,43
0,09
8
3,53
7,68
2,11
1
3,55
8,02
7,26
7
3,83
3,59
6,54
4
Full Year Jan-Oct
+8%
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 8% more in press vs. Jan – Oct 2010, but bought only 1% ads more by this period (it is still less by 2% than in 2009).
1 2 3 4 5 6 7 8 9 10 11 120
50000000
100000000
150000000
200000000
250000000
300000000
350000000
400000000
450000000
500000000
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Investments I - XII 2009
Investments I - XII 2010
Investments I - X 2011
Insertions I - XII 2009
Insertions I - XII 2010
Insertions I - X 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
0
20000
40000
60000
80000
100000
120000
Investments Jan-Oct 2009
Investments Jan-Oct 2010
Investments Jan-Oct 2011
Insertions Jan-Oct 2009
Insertions Jan-Oct 2010
Insertions Jan-Oct 2011
PUBLISHERS
Agora is no1 Publisher, but it’s loosing its potential. Bauer increases its revenues even by 42%.
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
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
Investments Jan-Oct 2009
Investments Jan-Oct 2010
Investments Jan-Oct 2011
Insertions Jan-Oct 2009
Insertions Jan-Oct 2010
Insertions Jan-Oct 2011
PRESS – NICE TO KNOW
G+J PUBLISHES MAGAZINE „GALA MEN”
In November the Publisher G+J Polska published a special edition of a bimonthly magazine „Gala Men”.
„MAXIM” MAGAZINE COME BACK TO POLISH MARKET
„Maxim" debuted on the market at a price of 8 zl, a volume of 148 pages and circulation of 126 thousands.
Publisher Ginza Media Group is not the first publisher of "Maxim" in Poland. For the first time it appeared inyears 2001 - 2003 and was published by Hachette Filipacchi Poland (now, after an ownership change, it operates under the name of Burda Media Poland). In mid-2003 the title was closed, because of dissapointing sales.
MORE AND MORE NEWSPAPERS ON TABLETS ON POLISH MARKET
.
Print shrinks. In order to attract new customers Publishers turn to new solutions like e-editions on tablets
AVAILABILITY:Journals: „Rzeczpospolita”, „Super Express”,
Journal`s Polska Press publisher, Jurnal`s Media Regionalne , „Dziennik Gazeta Prawna”.
Weekly reviews: „Angora”, „Newsweek”, „Polityka”, „Przekrój”, „Wprost”Lifestyle magazines: „Wysokie Obcasy Extra”, „K-mag”, „MaleMen”, „Machina”Business magazines: „Forbes”, „Bloomberg”
Tablet PC Edition costs on average approximately 0,79 – 0,99 euro, but many issues are free.
READERSHIP OF DAILIES
„Fakt” (tabloid) is constantly the leader among dailies, the second is „Gazeta Wyborcza” (nationwide opinion forming title).
Generally, for the last two years we observe a slight decrease in dailies readership.A significant increase was only visible in April 2010 after Smolensk plane crash.
Above mentioned dailies are chosen according to the dailies press ranking prepared for group all respondents.
Sales
READERSHIP OF WEEKLY REVIEWS
Angora is the leader among weekly reviews. We do not observe a significant decline 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”
Above mentioned weekly reviews are chosen according to the press ranking of weekly reviews prepared for group all respondents.
Sales
READERSHIP OF MONTHLY MAGAZINES
The readership of magazines generally declines, although we observe wide fluctuations in the readership in some months.
Above mentioned magazines are chosen according to the press ranking of monthly magazines prepared for group all respondents.
Sales
OUTDOOR ADVERTISING
• Investments• Seasonality• Market shares• Ad types
OUTDOOR INVESTMENTS
By the end of October 2011 advertisers invested over 5% more in comparison to the same period of 2010
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
1,800,000,000
2,000,000,000
1,22
9,50
8,06
6
1,18
5,67
5,85
1
1,03
7,56
4,04
0
987,
178,
005
1,03
5,27
1,77
1
Full Year Jan-Oct 2011
+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
31%
27%
16%
10%
15%
Jan-Oct 2011AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
MOST POPULAR AD TYPES
Investments on Billboards are decreasing, but we can also observe growth of expenditures on Citilights (by 18%). Investments on Frontlights and Backlights are on a stable level.
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
Jan-Oct 2009 Jan-Oct 2010 Jan-Oct 2011
OOH – NICE TO KNOW
LEVI’S WALL MURAL
In October Levi’s conducted the design contest for mural. The victorious project was depicted on the building on Polna street.
WARSAW CENTRAL STATION
First, after the renovation, Total Branding campaign at the Central Station in Warsaw.Campaign carried out for H&M includes all available carriers at the station: 5 vinyl nets, 2 adtracks, carriers in the main hall (backlights + flags), the citylight package and even redirecting the network
wifi (NEW!) to the Client Internet address.
PRINCIPLES OF THE SALE IN 2012Below are the principles of the sale of carriers in 2012 (May-July; EURO 2012 football championship) from main suppliers:
AMS:First offer (carriers in packages in four main cities, where EURO 2012 Championship will be) went to the sponsors. Prices of this packages in May-July are about 15-20% higher than in other months.CLEAR CHANNEL POLAND:Carriers in packages, are offered on internet auction, the rest of the carriers is offered on usual principles of sale.STROER:The sale of carriers in May-June 2012 will be under the normal procedure according to fixed prices and the general rules.CITYBOARD:In 2012 we aren't planning price rises, only a few percent because of the inflation and growing running costs of the network. There won't be any extra charges in the period before and during the EURO 2012 championship.
CINEMA ADVERTISING
CINEMA INVESTMENTS
Source: Kantar Media
Advertisers invested over 4% more till October 2011, in comparison to the same period 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
481,
186,
101
663,
837,
150
346,
370,
887
528,
580,
378
550,
976,
227
Full Year Jan-Oct 2011
+4%
SEASONALITY
As a consequence of the economic slowdown we observe lower dynamic of media expenditures in the second half of the year.
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
2009 2010 2011
Source: Kantar Media
TOP SECTORS IN CINEMA ADVERTISING
Till October 2011 biggest sectors are Leisure, Food and Telecoms. Financial and Media sectors increase their shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat.
2009 2010 Jan-Oct 20110%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
12% 14%20%
18% 17%16%
16% 13%14%
8%5%
8%8%
11%
7%
11% 10%7%
4% 4% 6%4% 5% 4%
5% 8% 3%2% 3% 3%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
CLOTHING & ACCESSORIES
PHARMACEUTICAL PRODUCTS, MEDICINE
HYGIENE & BEAUTY CARE
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
RETAIL
COMPUTER & AUDIO VIDEO
TRAVEL / TOURISM / HOTELS & RESTAURANTS
OTHERS
FINANCIAL
BEVERAGES & ALCOHOLS
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.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 41
%
59%
Jan-Oct 2011
MULTIKINO
NEW AGE MEDIA
CINEMA – NICE TO KNOW
THE CINEMA AUDIENCE SHRINKS
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
32,2
10,6
05
31,1
24,5
20
30,4
89,3
15
Full Year Jan - Oct
-2%
Source: NAM
Economic slowdown, expensive tickets or rather lack of breathtaking movies – what causes audience to shrink? It seems that all those aspects may be responsible for negative changes.
TOP TEN MOVIES IN POLNAD1 - 3Q 2011
1,7 M.
0,7 M.
1,4 M.
0,7 M.
1,2 M. 1 M.
0,8 M. 0,7 M.
1,2 M.
0,9 M.
Source: NAM
RADIO ADVERTISING
• Investments• Seasonality• Media owners• Media shares
RADIO INVESTMENTS
Radio market revenues increased by 30% till October 2011.One of the reasons is high inflation in 2011. By the end of 2011 the dynamic shall slow 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
9,44
3
2,47
8,23
3,14
5
1,70
1,93
3,28
5
1,98
6,46
0,03
8
2,57
3,17
4,40
6
Full Year Jan-Oct 2011
+30%
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
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%
16%
12%
10% 2%
Jan-Oct 2011
GRUPA 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
33%
17%
5%3%
42%
Jan-Oct 2011
RMF FM
ZET
PR 3
PR 1
RADIO – NICE TO KNOW
NEW PRICE LISTS OF PRODUCTS OF THE RMF GROUP
The RMF Group published new advertisement price list for the winter period (valid from 2.01.2012 to 1.02.2012).
The new product price list introduced higher prices for RMF FM (by 3,1%) and packages RMF Maxxx and RMF Classic (by 2,5%).
Product price lists for 18 local RMF Maxxx and RMF Classic remain unchanged.
MAIN PACKAGES OF RADIO STATIONS
(13)(52)
(52)(14) (3)
(14) (3)
ZET Barometr Young
(13)
ZET Barometr ZET Barometr Plus
ZET TOTAL
(12)
(52)
(14)
(38) (1)
(5) (18) (7)
(3)
(21)
(38)
(1)(5)
(18)
(7)(14)
(7)
(3)
(38)
Drapacz Chmur Young (63) Drapacz Chmur (81) Drapacz Chmur Plus (111)
(8)ex
EUROZET
AGORA, TIME, EUROZET
GROUP RMF
Classic PiN
ONLINE
ADVERTISING
IAB RELEASES 1H 2011 REPORT
Source: http://www.iabpolska.pl/images/stories/badania/IABAdEx_2011H1_media.pdf
In the face of the economic crisis one may think that the Internet advertising also took a hit. That would be a mistake – the latest report from IAB about Polish Internet advertising industry shows a 1 BN PLN growth of the market in 1H of 2011. This is a +25% growth YoY when compared to the 1H of 2010 (942 MIL PLN in 1H 2011, 741 MIL PLN in 2010).
VIDEO – MOST DYNAMIC GROWTH
The 66% growth of Video advertising in terms of expenditures shows us that this channel will be one of the mainly used by advertisers in the future. More and more people turn to on-line video instead of regular television as high bandwidth internet connections are becoming more common. People value flexibility and video-on-demand offers more of it than standard television.
Source: http://www.iabpolska.pl/images/stories/badania/IABAdEx_2011H1_media.pdf
ONET VOD WITH TVP PROGRAMS
Onet's VOD platform has expanded its offer by including current TVP programs. Such move is guaranteed to draw viewers to the video-on-demand platform, especially since it contains all the currently watched series ("Ojciec Mateusz", "M jak miłość", "Czas Honoru") and entertainment shows ("Voice of Poland"). Apart from current shows, viewers will be also able to watch past episodes
Source: http://www.dvbnews.pl/news/8898/seriale_i_programy_tvp_na_onetvod
CITROEN POLAND ON FACEBOOK(MANAGED BY MEDIA DIRECTION DIGITAL)
2011/05/0
1
2011/06/0
1
2011/07/0
1
2011/08/0
1
2011/09/0
1
2011/10/0
1
2011/11/0
1
2011/12/0
10
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
0701
1,4901,896
2,5342,871
5,021
7,769
Number of fans
During six months of activity we have built up our fan base from 0 to 7 769 fans. Our fans have posted 1 949 comments, and they "Liked" 4 099 articles. Average number of people who were talking about Citroen last month - 135! Citroen Poland fan page is managed by Social Media team of Media Direction Digital.
CITROEN POLAND ON FACEBOOK – CONT.
In November, Citroen Polska Facebook fan page has been the most dynamically growing fanpage in the Automotive category with a +54,96% increase in fanbase since October!
CITROEN POLAND ON FACEBOOK – CONT.
„Create your own manifesto” application was a great success. Timeframe: 26.10 – 26.11 Number of added manifestos: 198 Number of users who joined to application: 1 509 Number of votes 1 832
Support introduction of Citroen DS4 into the Polish market
Users could create their own manifest by using pre-recorded
words
Users could add their own recorded words
Users could win new Citroen DS4 for a weekend and Citroen gadgets
INSPIRATION POINT
Find us on Facebook
LOOKING FOR MORE INSPIRATION…?
• It is a good year for Media Direction Digital. There are new awards in our „display case”:
• Interactive Agency of the Year 2010 – Mixx Awards, IAB Poland
• Best use of New Media – Rexona Aurora, Unilever - Mixx Awards, IAB Poland
• Best Cross-Media Campaign – Axe Clicker, Unilever – Mixx Awards, IAB Poland
• Best use of Content – Timotei, Unilever – Media Trends, Marketing Communication Association
THANK YOU!
Media Direction Group webpage:www.mediadirection.com.pl
In case You have any further questions concerning Media Landscape Updater, please contact Andrzej [email protected]