media landscape updater viii 2012

MEDIA LANDSCAPE UPDATERJANUARY – AUGUST 2012

by

AGENDA1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising

MEDIA SNAPSHOT

• Media investments• Media mix• Biggest players• Sectors

MEDIA REVENUES YTD TOTAL

Till August 2012 advertisers invested 3% more vs. 2011, while considering media ratecard revenues. Major decrease is noted by Newspapers (-6%), but also TV (-0,42%). While considering net expenditures we expect rather decrease of media investments by the end of the year.

Source: Kantar Media, ratecard expenditures

Cinema

Outdoor

Magazines

Newspapers

Radio

Television

0 5,000,000,000 10,000,000,000

Jan - August 2012

Jan - August 2011

Jan - August 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 PTK Centertel.

Source: Kantar Media, ratecard expenditures

SECTORS YTD TOTAL

Till August 2012 Telecom sector is No.1 with its share on the level of 12%. On the next positions are: Medicine, Food and Retail.

Source: Kantar Media

2010

2011

Jan - August 2012

0%

20%

40%

60%

80%

100%

13%

12%

12%

11%12%

12%

15%

13%

11%

8%

9%

9%

10%

9%

8%

7%

7%

7%

7%

7%

7%

6%8%

7%

6%6%

7%

5%4%

5%

4%5%

5%

COMPUTER & AUDIO VIDEO

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

CLOTHING & ACCESSORIES

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

TRAVEL / TOURISM / HOTELS & RESTAURANTS

LEISURE

BEVERAGES & ALCOHOLS

AUTOMOTIVE

FINANCIAL

OTHERS

MEDIA, BOOKS, CDs AND DVDs

HYGIENE & BEAUTY CARE

RETAIL

FOOD

PHARMACEUTICAL PRODUCTS, MEDICINE

TELECOMS

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 and Olympic Games.

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

GRP’S TOTAL

Source: AGB Nielsen Media Research, TG: all 16-49

From January to September 2012 total number of generated GRP’s is higher than in 2011 by 4%.

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Jan - Sep

2011

Jan - Sep

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%

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% 62.1% 56.9%

25.6% 29.0% 33.4% 37.9% 43.1%

Share of Viewing by Stations Group (All 16-49)others Big 4

SECONDS SOLD – TOTAL TV


Over 22% 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 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 2009 TVN 2010TVN 2011 TVN 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

140,000 no of seconds sold - POLSAT

Polsat 2008 Polsat 2009 Polsat 2010Polsat 2011 Polsat 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

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 2009 AtMedia 2010AtMedia 2011 AtMedia 2012

weeks

no o

f sec

s

TV – NICE TO KNOW

HITS OF SEPTEMBERProgramme Date Audience AMR %SPORT /SERWIS SPORT./ 2012-09-23 1 799 819 9,89%

OJCIEC MATEUSZ /SER.KRYM.OBYCZ.POL./ 2012-09-13 1 720 078 9,45%PROGNOZA POGODY 2012-09-23 1 548 941 8,51%WIADOMOSCI 2012-09-23 1 534 416 8,43%SILA WYZSZA /SER.POL/ 2012-09-02 1 394 412 7,66%

KRONIKA LI PARAOLIMPIJSKICH LONDYN 2012 2012-09-09 1 266 832 6,96%

FESTIWAL BIEGOWY KRYNICA - KRONIKA 2012-09-09 1 202 095 6,61%RAMBO II /FILM USA/ 2012-09-12 1 185 210 6,51%

Programme Date Audience AMR %M JAK MILOSC /TELENOW.POL./ 2012-09-17 2 801 688 15,40%

NA DOBRE I NA ZLE /SER.OBYCZ.POL./ 2012-09-26 2 299 671 12,64%BARWY SZCZESCIA /SER.POL./ 2012-09-24 1 507 317 8,28%KULISY SERIALU M JAK MILOSC 2012-09-24 1 397 439 7,68%BITWA NA GLOSY /TELEDYSK/ 2012-09-24 1 388 377 7,63%EKSPRES REPORTEROW 2012-09-25 1 168 482 6,42%RODZINKA.PL /SER.KOM.POL./ 2012-09-07 1 155 464 6,35%

KABARETOWY KLUB DWOJKI NA WAKACJACH /PROG.ROZR.POL./ 2012-09-01 1 125 575 6,19%

Programme Date Audience AMR %MUST BE THE MUSIC - TYLKO MUZYKA 2012-09-23 2 081 215 11,44%NIEZNISZCZALNI /FILM SENS.USA/ 2012-09-10 2 024 201 11,12%

SZKLANA PULAPKA 4.0 /FILM SENS.USA - W.BRYT./ 2012-09-24 1 687 268 9,27%

GOT TO DANCE: TYLKO TANIEC EXTRA /REP.POL./ 2012-09-10 1 477 434 8,12%

MUST BE THE MUSIC - TYLKO MUZYKA EXTRA /REP.POL./ 2012-09-10 1 460 614 8,03%

EPOKA LODOWCOWA 2 - ODWILZ /FILM ANIM.USA/ 2012-09-22 1 421 356 7,81%METRO STRACHU /FILM FAB.USA/ 2012-09-03 1 278 998 7,03%GOT TO DANCE: TYLKO TANIEC 2012-09-21 1 265 251 6,95%

Programme Date Audience AMR %MAM TALENT! / PROGR./ROZR./ 2012-09-29 2250405 12,37%

MASTERCHEF /REALITY SHOW POL./ 2012-09-23 2057233 11,30%FAKTY 2012-09-30 1764087 9,69%UWAGA ! /MAG.SENS.POL./ 2012-09-23 1723858 9,47%LEKARZE /SER.OBYCZ.POL./ 2012-09-17 1572755 8,64%

PRAWO AGATY /SER.OBYCZ.POL./ 2012-09-25 1559800 8,57%

KUCHENNE REWOLUCJE /REALITY SHOW POL./ 2012-09-27 1519228 8,35%PROGNOZA POGODY 2012-09-23 1462173 8,03%

PRESS ADVERTISING

• Investments• Seasonality• Players and sectors• Publishers• Print - nice to know

PRINT INVESTMENTS


Till August 2012 print revenues increased only by 0,7%, however while considering net expenditures we estimate rather significant decreased of expenditures.

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

2,70

4,21

4,48

6

2,96

1,39

4,11

9

2,98

2,41

9,01

2

Full Year Jan - August

+0,7%

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 August 2012 print media sold 9% 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 - VIII 2012

Insertions 2010

Insertions 2011

Insertions I - VIII 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

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000







PUBLISHERS

Till August 2012 Bauer and Agora SA are top players on the print market (considering media ratecard revenues).

Source: Kantar Media, M&MP

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

0

10000

20000

30000

40000

50000

60000

70000

80000

90000







„PIERWSZY MILION” (FIRST MILLION) – NEW BUSINESS MAGAZINE OF RINGIER AXEL SPRINGER

The first edition of Pierwszy million quarterly in September 2012 (Ringier Axel Springer). Magazine is aimed at the reader who want to start their own company or to expand an existing new business. Circulation of next issues has not been confirmed.

Bloomberg Businessweek (Media Point Group) has been closed after a year of publishing. Last issue – 1st October 2012.The editor is looking for a new publisher in Poland.

CLOSURE OF POLISH EDITION OF „BLOOMBERG BUSINESSWEEK”

Bauer bought a license to issue Grazia (fashion and celebrities) magazine in Poland. The editor has not confirmed the date of first emission.

„GRAZIA” MAGAZINE SOON IN POLAND

Polskapresse decided to refresh free daily newspaper Echo Miasta and transform it to Nasze Miasto. Prices of advertising cost will be reduced.

TRANSFORMATION OF FREE DAILY NEWSPAPER „ECHO MIASTA” TO „NASZE MIASTO”

Egmont decided to close popular science magazine How it works because of low amount of sales.

CLOSURE OF „HOW IT WORKS” MAGAZINE

OUTDOOR ADVERTISING

• Investments• Seasonality• Market shares• Ad types

OUTDOOR INVESTMENTS

Till August 2012 advertisers invested 8% more in comparison to the same period of 2011 (on the ratecard basis).


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

768,

929,

959

805,

952,

048

868,

344,

064

Full Year Jan - August 2012

8%

SEASONALITY

Typical seasonality blurs in 2012.


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%

16%

Jan - August 2012

STROER POLSKA

AMS

CITYBOARD MEDIA


MOST POPULAR AD TYPES


We observe growth of expenditures on BB (+6%) and Frontlights (+14%), whereas Backlights loose the most.

Backlight Billboard Citylight Frontlight -

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

Jan - August 2010 Jan - August 2011 Jan - August 2012

-6% -3%+14%

+6%

OOH – NICE TO KNOW

JOIN THE MILLIONAIRES LOTTO

Totalizator Sportowy, owner of the brand LOTTO, carry out the first Polish campaign imitates the operation of the machine randomizing of bus stop.

The campaign has started in late September and promotes new game Lotto Plus .On the bus shelters in Poland can be seen bouncing balls which mimic the operation of the randomizing machine . Randomizing machine has appeared in 35 cabinets in 7 bus shelters

Polish cities.

THE NEXT EDITION OF IKEA OUTDOOR CAMPAIGN

September 1 begins with a custom campaign on CLP. On the streets of Lodz in selected Citylights you will see the real materials from the collection of IKEA fabrics.

This is an example of using fabric instead of the standard poster paper.

CHUPA CHUPS, CHILL IN THE AIR

For Bingo Airways fleet - Polish charter airline joined an Airbus A320. The plane has a special promotional painting designed together with the brand lollipops Chupa Chups. Graphics slogan refers to the brand and its character Chupa Chuck - "Chupa Chups, Chill in the Air" will be the

motto of flight of the airplane. All children traveling on the plane will be able to board the Chupa Chups lollipops taste.

CINEMA ADVERTISING

CINEMA INVESTMENTS


Advertisers invested over 33% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino).

2010 2011 Jan - Aug 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

401,

393,

304

418,

528,

024

556,

711,

916

Full Year Jan - Aug 2012

+33%

SEASONALITY

After weaker June (because of Euro 2012) July and August again stronger versus previous year.


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

Till August 2012 biggest sectors are Leisure, Telecoms and Food. Media sector increases its shares, whereas beverages & alcohol sector is rather in retreat.

2010 2011 Jan - Aug 20120%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14%20% 22%

13%

14% 13%

17%

15% 11%

11%8%

10%

5%7% 7%

10%7% 6%

4%6%

6%

8% 5%5%

0% 3% 5%5% 4% 4%1% 3%

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

CLOTHING & ACCESSORIES

HYGIENE & BEAUTY CARE

TRAVEL / TOURISM / HOTELS & RESTAURANTS

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

PHARMACEUTICAL PRODUCTS, MEDICINE

OTHERS

RETAIL

COMPUTER & AUDIO VIDEO

FINANCIAL

BEVERAGES & ALCOHOLS

MEDIA, BOOKS, CDs AND DVDs

AUTOMOTIVE

FOOD

TELECOMS

LEISURE


MARKET SHARE

New Age Media is player number one on Polish cinema market, with its share on the level of 51%. Small cinema brokers gain importance, however their media revenues are still not monitored.

35%

65%

2010

MULTIKINO

NEW AGE MEDIA 44

%56%

2011

MULTIKINO

NEW AGE MEDIA

49%51%

Jan - Aug 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

WEAKER 2012 VS. 2011

Source: NAM

Surprisingly very strong August in comparison to previous months.

RADIO ADVERTISING

• Investments• Seasonality• Media owners• Media shares• Radio – nice to know

RADIO INVESTMENTS

Till August 2012 radio ratecard revenues were higher by 12% 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

1,50

4,85

2,83

0

2,00

3,34

5,31

0

2,24

0,81

7,32

3

Full Year Jan - July

+12%

SEASONALITY

From July we observe decrease of radio expenditures. Further decrease is possible, as Polish economy slows down.


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 30%, 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

30%

19%

5%3%

43%

Jan - August 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

36%

22%

17%

12%

11% 2%

Jan - August 2012

GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

AGORA S.A.

Others

RADIO – NICE TO KNOW

mln people22.9

422

hours

minutes each day

RADIO CONSUMPTION

Time of listening IH 2012Daily reach IH 2012

Source: Radio Track, Millward Brown SMG/KRC. Total Radio

less then an

hour

1-2 hours

2-3 hours

3-4 hours

4-5 hours

5-6 hours

6 hours and

more

20.6%

18.0%

12.5%

9.4%

7.0%5.4%

27.1%

1 station 2 stations 3 stations and more

52.5%

29.7%

17.8%

Daily time of listening1H 2012 The number of listening station 1H 2012

RADIO CONSUMPTION

Source: Radio Track, Millward Brown SMG/KRC, IH 2012; Total radio.

Grupa RMF Polskie Radio Eurozet Time Agora

29

%

27

%

19

%

11

%

4%

28

.4%

26

.9%

17

.9%

10

.9%

5.0

%

1H 2011

1H 2012

THE DYNAMICS OF THE RADIO GROUPS

Share of listening time

Source: Radio Track, Millward Brown SMG/KRC

Grupa RMF Polskie Radio Eurozet Time Agora

10,589,000.0

8,635,000.0

7,583,000.0

4,585,000.0

1,994,000.0

10,275,000.0

8,278,000.0

7,245,000.0

4,705,000.0

2,044,000.0

1H 2011

1H 2012

Share of daily listening

THE DYNAMICS OF THE RADIO GROUPS

Source: Radio Track, Millward Brown SMG/KRC

ONLINE

ADVERTISING

Source: MegapanelPBI/Gemius, December 2010- December 2011

SUMMARY OF DIGITAL ADVERTISING IN 2011 (1)

Top 20 websites according to number of users:

In 2011 Google, YT and ONET are the winners in terms of

number of users.

Source: MegapanelPBI/Gemius, December 2010- December 2011

Thematic category: Social Media(Top 5 portals according to reach)

Thematic category: Culture and entertainment

(Top 5 portals according to reach)


In the 4th quarter of 2011 Nasza Klasa lost its leading position in Social Media.

YT is the winner of 2011 in terms of reach growth.

28%

20%13%7%

8%

3%

4%2% 4%

4% 7%

double billboard rectangle billboard skyscraper

box toplayer triple billboard banner

wideboard halfpage otherdisplay SEM ogłoszenia e-mail inne

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

44%

30%

17%

7%

2%

41%

33%

17%

7%

2%

2010 2011

DISLPAY AD FORMATSMAIN TYPES OF ONLINE ADVERTISING


Source: "The arrival of Real-Time Bidding" by Google.

2012: NEW TREND IN ONLINE ADVERTISING!

Buyers are able to acquire impressions they want at a price that matches their goals and objectives.

For buyers, RTB offers the possibility of buying only the impressions they need at a price they are willing to pay.

RTB involves a real time auction for each ad impression in which buyers and sellers come to an agreement on the value of each ad impression and concluding the transaction.

Each ad impression is unique - the time of day, the place or website, the audience, the propensity of that audience to make a purchasing transaction at that particular time and place and given their transaction history.

Auctions take place at a blink of an eye. A typical exchange imposes one tenth of a second for the bids to return.

Real-time bidding (RTB) is a new method of selling and buying online display advertising in real time one ad

impression at a time.

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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 viii 2012

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