Download - Media landscape updater 2012
MEDIA LANDSCAPE UPDATERJANUARY - APRIL 2012
by
AGENDA1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising
MEDIA SNAPSHOT
• Polish media market• Media investments• Media mix• Biggest players• Sectors
INTERNET – KING OF ROI
According to Nielsen ROI for Internet is the highest among all media channels. Above mentioned results are based on the media effectiveness analysis of 2 thousands FMCG campaigns.
Source: http://www.forbes.pl/artykuly/sekcje/strategie/social-media-sprzedaja,27274,1
POLISH MEDIA MARKET IN RECESSION?
Source: Rzeczpospolita
More and more media players estimate Polish media market will decrease vs. previous year. It is believed it will shrink even by 2%.
MEDIA REVENUES YTD TOTAL
After 4 months of 2012 advertisers invested 5% more vs. 2011, while considering media ratecard revenues. Newspapers note -6% decrease of media ratecard revenues – what reflects long-term market trends.
Source: Kantar Media, ratecard expenditures
Cinema
Outdoor
Newspapers
Magazines
Radio
Television
0 2,000,000,000 4,000,000,000 6,000,000,000
Jan - April 2012
Jan - April 2011
Jan - April 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
mln
20 BIGGEST PLAYERS YTD TOTAL
Aflofarm remains No1. on media market. The highest increase of media expenditures is noted by Jeronimo Martins (Biedronka) and Coca – Cola (official sponsors of Polish football team and Euro 2012).
Source: Kantar Media, ratecard expenditures
SECTORS YTD TOTAL
Till April 2012 Medicine sector is No.1 with its share on the level of 15%. On the next positions are Telecoms, Food and Retail.
Source: Kantar Media
2010
2011
Jan - April 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
11%12%
15%
13%12%
12%
15%
13%12%
8%
9%9%
10%
9%8%
7%
7%8%
6%8%
7%
6%6% 7%
7%7% 7%
4%5% 4%
5%4%
4%
COMPUTER & AUDIO VIDEO
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
TRAVEL / TOURISM / HOTELS & RESTAURANTS
CLOTHING & ACCESSORIES
BEVERAGES & ALCOHOLS
LEISURE
OTHERS
AUTOMOTIVE
FINANCIAL
MEDIA, BOOKS, CDs AND DVDs
HYGIENE & BEAUTY CARE
RETAIL
FOOD
TELECOMS
PHARMACEUTICAL PRODUCTS, MEDICINE
TV ADVERTISING
• Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know
AVERAGE TIME VIEWED
Source: AGB Nielsen Media Research
TV is still well consumed. We estimate average time viewed shall significantly increase during Euro 2012.
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
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. Source: AGB Nielsen Media Research, TG:All 16-49
Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun Jul
Aug Se
pO
ctN
ov Dec
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)pozostałe Big 4
GRP’S TOTAL
Source: AGB Nielsen Media Research, TG: all 16-49
By May 2012 total number of generated GRP’s is higher than in 2011. We estimate stronger activity before and during Euro 2012, however not as strong as expected at the beginning of 2012.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Jan - May 2011
Jan - May 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%
+3,4%
SECONDS SOLD – TOTAL TV
Source: AGB Nielsen Media Research
Over 24% more seconds were sold by broadcasters in 2012. It is mainly caused by significant increase of new monitored thematic channels
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
9,000,000 no of seconds sold - Total TV
Total TV 2008 Total TV 2009 Total TV 2010 Total TV 2011
Total TV 2012
weeks
no o
f sec
s
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
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
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
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
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
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
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
TV – NICE TO KNOW
RECORD TV AUDIENCE FOR EURO 2012
Over 13,3 mln people in Poland watched football match Poland – Greece. That is more than most popular match of Euro 2008
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% (mainly thanks to increase of magazines revenues). We predict rather decrease of investments in the 2H of 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
1,31
1,34
4,76
5
1,45
3,92
5,75
8
1,48
7,93
0,15
3
Full Year Jan - April
+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
Till April 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 - IV 2012
Insertions 2010
Insertions 2011
Insertions I - IV 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
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Investments I - IV 2010
Investments I - IV 2011
Investments I - IV 2012
Insertions I - IV2010
Insertions I - IV2011
Insertions I - IV2012
PUBLISHERS
By April 2012 Bauer replaced Agora SA on the first position (considering media revenues).
Source: Kantar Media, M&MP
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Investments I - IV 2010
Investments I - IV 2011
Investments I - IV 2012
Insertions I - IV2010
Insertions I - IV2011
Insertions I - IV2012
PRESS – NICE TO KNOW
PUBLISHERS CONSIDER CLOSURE OF ONLINE CONTENT
So as to compensate decrease of income Publishers close their online content. Precise copyright law could help Publishers to increase income again
EURO 2012 IN PRESS
Ringer Axel Springer„All for football fans” in „Przegląd Sportowy”
Two special edition with posters of finalists, characteristics of football stars, statistics, analysis at Euro, etc.
Ringer Axel SpringerSkarb Kibica Euro 2012 – summary after the tournament.In July - special edition of Skarb Kibica after Euro 2012.
EURO 2012 IN PRESS
Ringer Axel Springer
Maps with „Przegląd Sportowy” -How to get to the stadium?Four maps describing ways to stadium in Warsaw, Poznań, Wrocław, Gdańsk.
EURO 2012 IN PRESS
Ringer Axel SpringerFootball Collection of „Przegląd Sportowy”
16 notebooks- Euro 2012 with presentation of finalists, profiles of the stars, interviews, tactical analysis. The most famous football players, coaches, the greatest games, presentation of current confrontation the Polish representation.
Ringer Axel SpringerAlbum „European Championchip”
Edition devoted entirely to the Euro, beginning from the first tournament in France in 1960 until the present day.
EURO 2012 IN PRESS
Ringer Axel Springer„Auto Świat”
Series of six articles about footballers`s cars. It`s also a report about preparation of polish roads for Euro 2012.
EURO 2012 IN PRESS
Polityka„Golden eleventh”, separately books published by Polityka.
The first book was published on the 30th of November 2011, the last on the 25th of April 2012.
EURO 2012 IN PRESS
PolskapresseOn the 25th of May daily „Polska The Times” added the stickers.
On the 31st of May they added national scarf's to the whole of circulation.
AgoraOn the 2nd of June „Gazeta Wyborcza” daily added car flags to the part of circulation (50 000 issues).
OUTDOOR ADVERTISING
• Investments• Seasonality• Market shares• Ad types• AMS METRICS
OUTDOOR INVESTMENTS
By April 2012 advertisers invested 11% 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
375,
743,
702
384,
595,
050
428,
256,
853
Full Year Jan - April 2012
11%
SEASONALITY
Because of Euro 2012 months May, June and July shall be strong.
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
31%
28%
15%
9%
16%
Jan - April 2012
AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
MOST POPULAR AD TYPES
Source: Kantar Media
We observe growth of expenditures on all types of vehicles: Backlights, Frontlights, Citylights and BB.
Frontlight Citylight Billboard Backlight -
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
Jan - April 2010 Jan - April 2011 Jan - April 2012
+18%
+2%+7%
+2%
OOH – NICE TO KNOW
ORANGE MAPPING IN THE CENTER OF WARSAW
On May 29 at the facade of the hotel Novotel was held multimedia show using 3D mapping technology. Surface on which the projections were made, was until 4500 sqm.
As emphasized by the organizers, it was the largest mapping in Poland. Animation Orange presented the characteristic motifs associated with the forthcoming Euro 2012.
Lasted exactly 5 minutes and 20 seconds and was viewed twice.http://www.youtube.com/watch?v=8CGBTiB7WZ0&feature=youtu.be
NIKE IN THE SUBWAY STATION
At the time of EURO 2012 entry and walls of two subway station were covered with the advertising Nike, sponsor of the Polish team.
FUTBALL PLAYERS FOR NIKE ON ONE OF THE HIGHEST BUILDING IN WARSAW
On one of the highest buildings in Warsaw Orco Tower, NIKE has created large portraits of Polish football players -captain of the Polish team Jakub Błaszczykowski, Robert Lewandowski and
Wojciech Szczesny. This is the latest Nike campaign „To jest mój czas”
CANON NET ON THE METROPOL HOTEL IN WARSAW
At the time of EURO 2012 one of the Metropol hotel’s wall was hung net with the advertising Canon, sponsor of the EURO 2012. The net is located directly in the vicinity of the biggest fan
zone in Warsaw, is visible not only for vehicles but also for large numbers of football funs.
CINEMA ADVERTISING
CINEMA INVESTMENTS
Source: Kantar Media
Advertisers invested over 49% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino).
2010 2011 Jan - April 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
230,
501,
679
Full Year Jan - April 2012
+49%
SEASONALITY
It is believed that because of Euro 2012 cinema audience and media revenues will be lower in comparison to the previous years.
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 - April 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14%20% 20%
13%
14% 17%
17%
15%16%
5%
7%9%11%
8%7%
0%3%
5%5%1%
1%
3%8%
2%
6%6%
7% 6%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
TRAVEL / TOURISM / HOTELS & RESTAURANTS
HYGIENE & BEAUTY CARE
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
PHARMACEUTICAL PRODUCTS, MEDICINE
COMPUTER & AUDIO VIDEO
CLOTHING & ACCESSORIES
OTHERS
RETAIL
BEVERAGES & ALCOHOLS
FINANCIAL
AUTOMOTIVE
MEDIA, BOOKS, CDs AND DVDs
FOOD
TELECOMS
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 - April 2012 Multikino revenues were higher that NAM.
35%
65%
2010
MULTIKINO
NEW AGE MEDIA 44
%56%
2011
MULTIKINO
NEW AGE MEDIA
59%
41%
Jan - April 2012
MULTIKINO
NEW AGE MEDIA
CINEMA – NICE TO KNOW
January February March April May June July August September 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
WEAKER BEGINNING OF 2012
Source: NAM
Till April 2012 Cinema audience was weaker while comparing to the same period of 2011.
RADIO ADVERTISING
• Investments• Seasonality• Media owners• Media shares• Radio – nice to know
RADIO INVESTMENTS
First months of 2012 were very advantageous for radio. Revenues were higher by 20% 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
699,
944,
197
967,
561,
715
1,16
0,32
9,47
3
Full Year Jan - April
+20%
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 2012 for RMF FM with its SoS on the level of 33%, whereas main competitor radio Zet notes 20%.
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
33%
20%
5%3%
39%
Jan - April 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.
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
39%
22%
15%
11%
11% 2%
Jan - April 2012
GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
AGORA S.A.
Others
EURO 2012 – RADIO NEWS
RADIO - NEWSRMF FM opens studio Euro 2012 at the hotel of polish football team
Source: Virtual Media Portal
From 5th June a special studio RMF FM will be broadcasting from Hyatt Hotel in Warsaw, where the Polish National Team stays.
The studio broadcast will include interviews with members of the team, Master Facts Sports and comments of experts.
Information on Euro 2012 and the facts will also be broadcasted from studies in Cracow, Warsaw and the additional special studios located near the stadiums and fan zones in each of the cities where the matches will take place.
RMF FM broadcasts 30 release sites per day and provides special services under the name "Master Sports Facts" - MFS - about 8 times a day, supported by the sports editors of RMF and national correspondents.
RADIO - NEWSPolish Radio for Euro 2012 with broadcasts of all meetings and special broadcasts
A special program "Studio Euro Radio Ones” will be aired on Channel 1 of the Polish Radio throughout Euro 2012 (from 8th June to 1st July)
On the opening of the tournament it will start at 17.00, and on the other match days at 20.30.
Expert of the program will be Lesław Ćmikiewicz (player, coach, gold and silver Olympic medalist, participated in 1974 World Cup, in which the Polish team achieved third place).
Events on football field will be commented by Zbigniew Boniek, Jacek Gmoch, Janusz Zaorski and Krzysztof Materna.
Source: Virtual Media Portal
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