media landscape updater v 2012
TRANSCRIPT
MEDIA LANDSCAPE UPDATERJANUARY - MAY 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
POLISH ECONOMY SLOWS DOWN?
Source: Rzeczpospolita
GDP dynamics slows down what reflects European trends.We observe marketers cut media budgets and this tendency will probably maintain in 2013.
MEDIA REVENUES YTD TOTAL
Till May 2012 advertisers invested 5% more vs. 2011, while considering media ratecard revenues. Major decrease is noted by Newspapers (-6%).
Source: Kantar Media, ratecard expenditures
Cinema
Outdoor
Newspapers
Magazines
Radio
Television
0 5,000,000,000 10,000,000,000
Jan - May 2012
Jan - May 2011
Jan - May 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 Volkswagen Group Polska, Jeronimo Martins (Biedronka) and Coca – Cola.
Source: Kantar Media, ratecard expenditures
SECTORS YTD TOTAL
Till May 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 - May 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. Average time viewed considerably increased 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)others Big 4
GRP’S TOTAL
Source: AGB Nielsen Media Research, TG: all 16-49
In 1H of 2012 total number of generated GRP’s is higher than in 2011 by 4%. We observed stronger activity 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 - Jun
2011
Jan - Jun
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%
+4,1%
SECONDS SOLD – TOTAL TV
Source: AGB Nielsen Media Research
Over 21% 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
Total TV 2008 Total TV 2009 Total TV 2010Total TV 2011 Total 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
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
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
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
RATHER WEAK PERSPECTIVES FOR TV
Source: Rzeczpospolita
Even Euro 2012 could not help TV market to grow. Perspectives for 2H of the year are also pessimistic. Among big4 only Polsat increased TV share in 1H of 2012. Position of thematic channels constantly grows.
AUDIENCE EURO 2012
Over 6,3 mln people in Poland in group All 16-49 watched football match Poland – Russia. That is more than most popular match of Euro 2008.
Source: AGB Nielsen Media Research, TG; All 16-49
AMR IN PRIME TIME DURING THE EURO 2012
There is a huge difference between 2011 and 2012. In June 2012 average minute rating increased in TVP1 and TVP2 which broadcasted matches. At the same time Polsat and TVN dropped. People not interested in Euro were rather choosing thematic channels.
Source: AGB Nielsen Media Research, TG; All 16-49
TVP1 TVP2 Polsat TVN Thematic channels
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
Year 2011 Year 2012
PRESS ADVERTISING
• Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
PRINT INVESTMENTS
Source: Kantar Media
Till May 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
1,73
0,19
7,46
2
1,89
5,07
9,62
3
1,92
7,10
6,07
4
Full Year Jan - May
+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 May 2012 print media sold 7% 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 - V 2012
Insertions 2010
Insertions 2011
Insertions I - V 2012
SECTORS
We observe significant increase of expenditures on Media, Books, CD’s, Clothing and Pharmaceutical products.On the other hand Financial and Food sector 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
350,000,000
400,000,000
-
10,000
20,000
30,000
40,000
50,000
60,000
Investments I - V 2010
Investments I - V 2011
Investments I - V 2012
Insertions I - V2010
Insertions I - V2011
Insertions I - V2012
PUBLISHERS
By May 2012 Bauer and Agora SA are top players on the Print market (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
350,000,000
400,000,000
0
10000
20000
30000
40000
50000
60000
Investments I - V 2010
Investments I - V 2011
Investments I - V 2012
Insertions I - V2010
Insertions I - V2011
Insertions I - V2012
PRESS – NICE TO KNOW
„NEWSWEEK” POLAND WITH SPECIAL ISSUE „COOL POLAND”
Stickers with the logo of "Cool Poland” were attached to the entire issue of Newsweek Poland (4th of June). It begun a social action, which aims at encouraging Poles to optimistic thinking about Poland. This action also was supperted by other titles of Ringier Axel Springer editor and Radio Zet (one of the biggest radio station in Poland).
„FAKTOBUS”- MOBILE SPECIAL VERSION OF THE POPULAR TABLOID
Ringier Axel Springer Poland is implementing the project „FAKT goes out to the people", in which mobile journal editor Fakt Poland (daily tabloid) visited cities to meet with readers. The editor planned series of events for readers including journalism workshops and attractions for kids.
„PLAYBOX” HAS BEED SUSPENDED
"Playbox" (Bauer) magazine dedicated to games consoles has been suspended. This title has appeared irregularly since March 2012.
"Vivere" is targeted to women who care about their health and appearance. On the cover of the first edition was Marzena Rogalska - famous Polish journalist. First emission- June 2012.
LAUNCH OF „VIVERE” - FREE MONTHLY MAGAZINE FOR WOMAN
LAUNCH OF „HOMEMAG” – BIMONTHLY BILINGUAL DESIGN, FASHION AND CULTURE MAGAZINE
„Home Mag” - bilingual magazine ( engl./ pol.) dedicated to design, fashion, culture, architecture and lifestyle. Firts emission - June 2012.
OUTDOOR ADVERTISING
• Investments• Seasonality• Market shares• Ad types
OUTDOOR INVESTMENTS
By May 2012 advertisers invested 11% more in comparison to the same period of 2011 (on the ratecard basis). Prognosis for 2H of 2012 are not so optimistic as media market faces slowdown.
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
485,
968,
987
501,
613,
432
556,
226,
218
Full Year Jan - May 2012
11%
SEASONALITY
Because of Euro 2012 months May, June and July shall be stronger while comparing to the previous years.
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 29% 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
30%
29%
16%
9%
15%
Jan - May 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.
Backlight Billboard Citylight Frontlight -
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Jan - May 2010 Jan - May 2011 Jan - May 2012
+3% +1%+17%
+4%
OOH – NICE TO KNOW
CONTINENTAL BUS STOPIN THE CENTER OF WARSAW
At the time of EURO 2012 (June 01-30) in the center of Warsaw for Continental was set a bus stop which resemble of a football gate. As befits a true sports field with the grass here also we can find it and feel it. The grass was about 3.5 m before the bus stop. The Continental bus stop was carried out by one of the leading providers solutions of OOH on the Polish market AMS.
WE ARE WAITING FOR YOU…THE NEW COMMUNICATION OF REDD’S BEER
„We are waiting for you in the world of the new Redd's Cranberry- this motto Kompania Piwowarska encouraged to participate in the play "Take a picture in the mirror ..." The Citylights AMS appeared posters using a mirror printing - pedestrians can look in the mirror, which was
integrated into the poster. http://www.youtube.com/watch?v=U9z5YlnTLMk
"SIT IN"- IKEA IN THE URBAN SPACE OF ŁÓDŹ
In the urban space of Łódź IKEA put five great sofas. The furniture was arranged in a popular walking area and resting places. Each seat has a 5 meters wide, 1.7 meters high and 1.73 meters deep. You will be able to use them throughout the summer. Declared by the brand IKEA design
goal is to provide passers-by resting in the comfort of the city.
CINEMA ADVERTISING
CINEMA INVESTMENTS
Source: Kantar Media
Advertisers invested over 50% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino).
2010 2011 Jan - May 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
340,
355,
667
Full Year Jan - May 2012
+50%
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, Telecoms and Food. Media sector increases its shares, whereas Computer & Audio Video sector is rather in retreat.
2010 2011 Jan - May 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14%20% 17%
13%
14% 16%
17%
15% 14%
11%8% 11%
4%6% 7%5%7%
7%10%
7% 7%0%3%
5%8%
5%4%5% 4%3%5% 2%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
TRAVEL / TOURISM / HOTELS & RESTAURANTS
PHARMACEUTICAL PRODUCTS, MEDICINE
CLOTHING & ACCESSORIES
HYGIENE & BEAUTY CARE
OTHERS
COMPUTER & AUDIO VIDEO
RETAIL
BEVERAGES & ALCOHOLS
MEDIA, BOOKS, CDs AND DVDs
FINANCIAL
AUTOMOTIVE
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). Till May their media revenues are comparable.
35%
65%
2010
MULTIKINO
NEW AGE MEDIA 44
%56%
2011
MULTIKINO
NEW AGE MEDIA
48%
52%
Jan - May 2012
MULTIKINO
NEW AGE MEDIA
CINEMA – NICE TO KNOW
WEAKER BEGINNING OF 2012
Source: NAM
Till May 2012 Cinema audience was weaker while comparing to the same period of 2011 by 6%.
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
RADIO ADVERTISING
• Investments• Seasonality• Media owners• Media shares• Radio – nice to know
RADIO INVESTMENTS
Till May 2012 radio ratecard 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
919,
598,
775
1,24
4,75
1,94
2
1,49
3,46
4,35
8
Full Year Jan - May
+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 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
33%
19%
5%3%
40%
Jan - May 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%
16%
11%
11% 2%
Jan - May 2012
GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
POLSKIE RADIO
Others
Polish radio with reports live from the XXX Olympic Games
On 27th July will begin XXX Olympic Games in London. Broadcasts of the highlights of the Summer Olympics Games will be aired just in Polish Radio 1. Relations aired on PR-1 and PR-3 of the Polish Radio;
Live broadcasts depend on the needs and events at the Olympic arena;
In the group of rapporteurs sports PR-1 will be: Cezary Guryev and Tomasz Zimoch;
Source: Wirtualne Media
Grupa RMF Polskie Radio Eurozet Time Agora
10.6
6.5
7.6
4.7
2.0
10.3
6.6
7.4
4.8
2.1
IV 2011 - VI 2011
IV 2012 - VI 2012
2,7%
+1,6%
-2,3%
+1,2%
-2,4%
Agora, Time and Polskie Radio recorded an increase of daily reach while comparing IV - VI 2011 vs. IV - VI 2012.
In the rest of radio groups daily reach decreased.
DYNAMICS OF RADIO GROUPS DAILY REACH (MLN)
Source:Radio Track SMG/KRC
Grupa RMF Polskie Radio Eurozet Time Agora
29.6%
20.9%
18.9%
11.0%
4.5%
28.7%
21.4%
18.5%
10.8%
4.9%
IV 2011 - VI 2011
IV 2012 : VI 2012
+7,9%
+2,1%
-2,1%
-1,3%
-3,2%
DYNAMICS OF RADIO GROUPS SHARE OF MARKET (%)
The highest dynamics was noted by Agora and Polskie Radio.The highest decrease had RMF FM.
Source:Radio Track SMG/KRC
ONLINE
ADVERTISING
MOBILE ADVERTISING TRENDS
AS THE POPULARITY OF MOBILE HANDSETS AND TABLETS GROWS, MORE AND MORE MARKETERS ARE TURNING TO MOBILE ADVERTISING…
2007 2008 2009 2010 2011 2012 2013 2014 20150
400
800
1200
1600
2000
2400
DesktopMobile
!
It is predicted that in about 2 years the number of mobile Internet devices will exceed the number of desktop Internet devices.
Source: Morgan Stanley Internet Research
GLOBAL MOBILE VS. DESKTOP INTERNET USER PROJECTION, 2007 – 2015
MOBILE APPLICATIONS POPULARITY GROWS!
Since 2011 the time spent on applications comparing to websites grew by 8% Avarage number of apps on mobile devices changed from 32 to 41 12,4% grew the penetration of smartphones Over 50% more Android and iOS users than 1 year ago
Augmented reality (AR) is about augmenting the real world environment with virtual information by improving people’s senses and skills. AR mixes virtual characters with the actual world. He identified three common characteristics of AR scenes: combination of the real and virtual, interactive in real-time, and having the scenes registered in 3D
AUGMENTED REALITY
The mobile AR world consists largely of two different types of experiences: geolocation- and vision-based augmented reality.
Geolocation-based AR uses GPS, compass and other sensors in a user’s mobile phone to provide a “heads-up” display of various geolocated points-of-interest.
Vision-based AR uses many of these same sensors to virtually display digital content in context with real-world objects - like magazines, postcards or product packaging - by tracking the visual features of these objects.Usage of AR to promote products via interactive AR applications is becoming more and more popular..
GEO-LOCALIZED MOBILE MARKETING
Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone, or using radiolocation and trilateration based on the signal-strength of
the closest cell-phone towers (for phones without GPS features).
Location-based marketing campaigns have become increasingly common!
“The smartphone is a location-based service and that means you can integrate the online world with the offline world.- Spann (a professor of electronic commerce at Ludwig-Maximilians University (LMU) in Munich)
GAME-BASED MARKETING
Gamification can be used as a marketing strategy. It is incorporating game elements and
mechanics into non-gaming contexts.
According to many statistics games are the most popular mobile app category:
Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most
powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards - these innovators are dramatically lowering their customer
acquisition costs, increasing engagement and building sustainable, viral communities.
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