media landscape updater
TRANSCRIPT
MEDIA LANDSCAPE UPDATER
by
MENU
1. Media snapshot
2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Inspiration Point
MEDIA SNAPSHOT
•Landscape•Media shares•Biggest players•Sectors
LANDSCAPE
First half of 2011 is stronger vs. 2010 by average 6%.
Source: Kantar Media, ratecard expenditures of advertising market.
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
3,500,000,000
4,000,000,000
4,500,000,000
5,000,000,00011
0463
0695
1267
8678
46
1795
4660
91
1749
5578
07
1932
3776
62
1723
0870
25
1167
4876
54
1150
9987
83
1902
1187
15
2291
8036
03
2310
5704
80
1965
8405
48
1296
0999
97
1550
2912
52
2252
3909
12
1702
3355
99
2418
1173
33
2208
7334
40
1475
9021
29
1355
3380
94
2239
5366
76
2681
5849
49
2501
3041
60
2050
9584
24
1378
8519
06
1568
1609
62
2317
6719
46
2223
8185
17
2436
1280
66
2222
3181
96
2009 2010 2011
MEDIA REVENUES YTD TOTAL
TV is the strongest medium. In terms of ratecard it grew by 1% in relation to 2010. Internet expenditures are still not monitored, but we assume its share is on the level of even 11-15% (OMD estimates)
Million
Source: Kantar Media, ratecard expenditures of advertising market
Cinema
Outdoor
Magazines
Newspapers
Radio
Television
1,000,000,000 3,000,000,000 5,000,000,000 7,000,000,000 Cinema Outdoor Magazines Newspapers Radio Television
Jan-June 2009 199754335 641701125 1212783290 920504527 1011807908 5586435941
Jan-June 2010 275920017 597896995 1226893053 888737281 1144773892 7293747295
Jan-June 2011 303125189 618600502 1412026160 919654154 1518361923 7375181665
Jan-June 2011
Jan-June 2010
Jan-June 2009
20 BIGGEST PLAYERS YTD TOTAL
10 of 20 biggest advertisers increased their media investments in the first half of the year. Most significant growths were: Aflofarm – 96% increase – and secured first place among top advertisers, Lidl – growth by circa 4 times. The biggest drop in terms of RC expenditures was noted by Unilever
Source: Kantar Media
SECTORS YTD TOTAL
For the last three years top 3 sectors are: food, medicines and telecoms.
Source: Kantar Media
Jan-June 2009Jan-June 2010
Jan-June 2011
0%
20%
40%
60%
80%
100%
14%17%
14%
9% 11%
12%
14% 12%
12%
9% 10%
9%
8% 7%
8%
7% 7%8%
7%7%
7%
8%6%
7%
6%6%
6%
6%6%
5%
3%3%
4%
COMPUTER & AUDIO VIDEO
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
CLOTHING & ACCESSORIES
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
TRAVEL / TOURISM / HOTELS & RESTAURANTS
LEISURE
BEVERAGES & ALCOHOLS
AUTOMOTIVE
MEDIA, BOOKS, CDs AND DVDs
OTHERS
FINANCIAL
RETAIL
HYGIENE & BEAUTY CARE
TELECOMS
PHARMACEUTICAL PRODUCTS, MEDICINE
FOOD
TV ADVERTISING
•Average Time Viewed•All time viewing•Commercial impact•Minutes sold
AVERAGE TIME VIEWED
Source: AGB Research Nielsen
Average Time Viewed (in minutes) is on the same level as in previous year. ATV is higher during winter months what reflects traditional seasonality on Polish media market.
100
120
140
160
180
200
220
240
260
280
300
2010 2011
ALL TIME VIEVING
We can observe drop of shares of mainstream channels in the summer. At the same time thematic channels shares are increasing.
Source: AGB Research Nielsen
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 29 300%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
All 16-49
TVP1
TVP2
Polsat
TVP3
TVN7
TVN
TV4
AtMedia
Polsat thematic (6)
TVN24
Discovery (4)
other cab/sat
Summer
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
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
-5%
0%
5%
10%
15%
20%
25%
30%All 16-49
TVP1TVP2PolsatTVP3TVN7TVNTV4AtMediaPolsat thematicTVN24Discoveryother cab/sat
Summer
At 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,
SECONDS SOLD
Source: AGB Research Nielsen
Week 24 – 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)
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
6,191,559
5,434,946
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 200 000 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
50,000
100,000
150,000
200,000
250,000
203,132191,274
2006 2007 2008 2009 2010 2011
SECONDS SOLD
Source: AGB Research Nielsen
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
107,578
2006 2007 2008 2009 2010 2011
TVN keeps similar level as in previous years
SECONDS SOLD
Source: AGB Research Nielsen
Polsat increased their inventory at the beginning of the year and was balancing for a while on the sell out limit (which is 12 minutes per hour). Currently TV station keeps similar level as in previous years - about 100k 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
104,301
2006 2007 2008 2009 2010 2011
SECONDS SOLD
Source: AGB Research Nielsen
At Media as a broker modifies their portfolio each year. Currently It is about 3,1 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
3,141,014
2006 2007 2008 2009 2010 2011
PRESS ADVERTISING
•Investments•Seasonality•Players and sectors•Publishers
PRINT INVESTMENTS
Advertisers invested over 10% more in the first half of 2011, in comparison to the same period 2010
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
3,000,000,000
3,500,000,000
4,000,000,000
4,500,000,000
5,000,000,000
2,13
3,28
7,81
7
2,11
5,63
0,33
4
2,33
1,68
0,31
4
Full Year Jan-June
+10%
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
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 2009
Investments 2010
Investments 2011
Insertions 2009
Insertions 2010
Insertions 2011
SECTORS
We observe significant increase of expenditures on Hygiene & Beauty care, Telecoms, Retail and Media.On the other hand automotiv sector is 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
350,000,000
400,000,000
450,000,000
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Investments Jan-June 2009
Investments Jan-June 2010
Investments Jan-June 2011
Insertions Jan-June 2009
Insertions Jan-June 2010
Insertions Jan-June 2011
PUBLISHERS
Agora is no1 Publisher, but it’s loosing it’s potential. Source: Kantar Media
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
0
5000
10000
15000
20000
25000
30000
35000
Investments Jan-June 2009Investments Jan-June 2010Investments Jan-June 2011Insertions Jan-June 2009Insertions Jan-June 2010Insertions Jan-June 2011
OUTDOOR ADVERTISING
OUTDOOR INVESTMENTS
Outdoor market is rather in stagnation, however it is assumed that the revenues shall be higher in the next half of the year, as a result of parliamentary elections.
Source: Kantar Media
2009 2010 2011 -
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
641,
701,
125
597,
896,
995
618,
600,
502
Full Year Jan-June
+3%
SEASONALITY
We observe a typical seasonality of media expenditures, with peak months from March till June.
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 80% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). News Outdoor Poland was bought by Stroer in October 2010, what increased advantage on smaller players.
Source: Kantar Media
31%
18%14%
10%
12%
14%
2009AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
NEWS OUTDOOR POLAND
Others
30%
19%15%
10%
10%
15%
2010AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
NEWS OUTDOOR POLAND
Others
32%
26%17%
10%
15%
Jan-June 2011
AMS
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 19%). Investments on Frontlights and Backlights are on a stable level.
Source: Kantar Media
Frontlight Citylight Billboard Backlight -
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
Jan-June 2009 Jan-June 2010 Jan-June 2011
CINEMA ADVERTISING
CINEMA INVESTMENTS
Source: Kantar Media
2009 2010 2011 -
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
199,
754,
335
275,
920,
017
303,
125,
189
Full Year Jan-June
+10%
Advertisers invested over 10% more in the first half of 2011, in comparison to the same period 2010
SEASONALITY
As cinema becomes more and more important in media planning, periodicity of expenditures is based on the opening nights timetable.
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
After first half of 2011 biggest sectors are Food, Leisure and Telecoms.
2009 2010 Jan-June 20110%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18% 17% 18%
12% 14% 16%
16% 13%14%
4% 4%8%8% 11%7%
11% 10% 6%8% 5% 6%3% 2% 6%
CLOTHING & ACCESSORIES
HYGIENE & BEAUTY CARE
COMPUTER & AUDIO VIDEO
PHARMACEUTICAL PRODUCTS, MEDICINE
RETAIL
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
OTHERS
TRAVEL / TOURISM / HOTELS & RESTAURANTS
MEDIA, BOOKS, CDs AND DVDs
BEVERAGES & ALCOHOLS
AUTOMOTIVE
FINANCIAL
TELECOMS
LEISURE
FOOD
Source: Kantar Media
MARKET SHARE
Polish cinema market is very consolidated – there are only 2 media owners which are monitored.Since May 2010 there is a new player – Kinads, however its revenues are still not monitored (Jan-June Kinads ratecard estimates: 47,7 mln).
25%
75%
2009
MULTIKINO
NEW AGE MEDIA
35%
65%
2010
MULTIKINO
NEW AGE MEDIA
42%
58%
Jan – June 2011
MULTIKINO
NEW AGE MEDIA
ONLINE ADVERTISING
Google+ - New Social Media Service
Google+ is a new social media service run by Google. First users started loging in in Poland at the beginning of July. Number of worldwide online users scored over 10 million after week being online. Google+ provides similar functionalities as Facebook and is considered as the biggest market rival of Mark Zuckerbergs empire. Google+ lets users to segregate their contacts in circles, four basic: friends, family, acquaintaces and following, but users can also create it’s own.
Radio Online Streaming
Source: http://interaktywnie.com/biznes/newsy/raporty-i-badania/ponad-poltora-miliona-polakow-slucha-radia-online-21074
Over 100 000 people more than last year used online radio streaming. Now over 1,5 million users listen to radio online in Poland. 31,5% of respondents use their mobile phones to receive the signal – that’s 3 points more than in 2010. 22,5 million users use traditional receivers and less than 1 million sattelite or cable TV. In first half of 2011 80% of respondents used radio and this doesn’t change comparing to 2010. It’s still a big audience – 24 million people.
INSPIRATION POINT
Find us on Facebook
Looking for inspiration…?Media Direction Group is on Facebook now! Just click and check what is new in the world of add.
• BIG MILK collage – find yourself on the picture
Below you’ll find links to inspiring actions:
• Magnum – pyramid of pleasure (FB application)
THANK YOU!
Media Direction OMD webpage:www.mediadirection.com.pl
In case You have any further questions concerning Media Landscape Updater, please contact Andrzej [email protected]