media landscape updater v 2012

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


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


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


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)


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.


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




Insertions I - V2010



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







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.


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.


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.


30%

19%15%

10%

25%

2010AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

Others

32%

27%

16%

10%

15%

2011AMS

STROER POLSKA

CITYBOARD MEDIA


Others

30%

29%

16%

9%

15%

Jan - May 2012

AMS

STROER POLSKA

CITYBOARD MEDIA


MOST POPULAR AD TYPES


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


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.


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


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


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.


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.


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%.


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.


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.

Find us on Facebook

LOOKING FOR MORE INSPIRATION…?

http://www.facebook.com/pages/Media-Direction-Group/232129173464267?ref=ts



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]

http://www.mediadirection.com.pl/

media landscape updater v 2012

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