moldova media market overview 2014. 2 general overview source: national bureau of statistics total...

MOLDOVA MEDIA MARKET OVERVIEW 2014

2General Overview

Source: National Bureau of Statistics

Total Area: 34 000 km²

Local currency: Moldovan Leu (MDL)

Population: 3,6 MM.

Population composition: most of population lives in rural areas – 58%

Economics: GDP volume for 2014 7 942 mln dollars

Capital of Moldova: Chisinau (population estimate - 674 500)

Official Language: Romanian

3Economic trends & performance

Source: National Bureau of Statistics

20052006

20072008

20092010

20112012

20132014

2015*f

7.50%

4.80%

3.00%

7.80%

-6.00%

7.10% 6.80%

-0.70%

8.85%

4.60%

-1.00%

Forecast for 2015 will decrease on 1% due to financial instability.

In 2014, GDP had decreased compared to 2013, and amounted - 4,6%.

GDP dynamics (Index of GDP vs previous year - 2005-2015*), %


Source: National Bureau of Statistics– level of inflation; BNM.md – level of remittances, operated trough RM banks and international money transfer systems.

Annual inflation rate (December previous year = 100, %)

2008 2009 2010 2011 2012 2013 2014 2015*

1,660

1,1821,244

1,443 1,494

1,609

1,612

1,290

Remittances, MM $

Inflation in 2015 is expected to reach 5,8%.In 2015 due to financial instability in the CIS

countries as special on Russia will highly decrease remittances compared to the level of 2010

2008 2009 2010 2011 2012 2013 2014 2015

7.3

0.4

8.1 7.8

4.1

5.2

4.7

5.8

5Economic trends & performancePrice Dynamics, $ Consumption expenditure, %

44

20

11

5

4

44

4 2111

Food

Home improvements

Clothing

Health

Communication

Transport

Other

Housing main-tenance

Hotels, restaurants

Recreation

Alcohol, tobacco

Education

Source: National bureau of statistics

Despite the average salary in lei increase by

11%, salary in $ has decreased due to growth of average exchange rate.

Biggest SHR% of consumer expenditures– food 44%.

2008 2009 2010 2011 2012 2013 2014

210.8229.0

247.7266.2

289.8 299.1 297.2

105.090.5

108.8 115.5 121.4 128.6 117.5

Average salary Subsistence minimum


Source: National bureau of statistics

2,008 2,009 2,010 2,011 2,012 2,013 2,014

-3,500

-2,500

-1,500

-500

500

1,500

2,500

3,500

4,500

5,500

0

300

600

900

1200

1500

1800

1,591 1,283 1,5422,217 2,162 2,399 2,340

4,899

3,278 3,8555,191 5,213 5,493 5,317

-3,308

-1,995-2,314

-2,975 -3,051 -3,094 -2,978

1660

1182 1244

1443 14941609 1612

Export Import Trade balance Remmitances

Positive trend of imports due to growth of international transfers

Import is on 2,27 times higher than export

Foreign Trade, MM. $

Media Market Overview

8

21,8€

22,0€

23,9€

25,5€

24,8€

2010 2011 2012 2013 2014

25,2€

2015f*

Source: Association of Advertising Agencies of Moldova. Advertising market billings include TV, Internet, OOH, Radio & Press. Budgets exclude discounts but includes commisions.

Total Ad. Market billings (MM)

Slight market growth forecasted for 2015 grace to increase of Digital spent.

357,5

359,4

372,0

426,5

462,1

2010 2011 2012 2013 2014

506,7

2015f*

MM in Euro (€)

MM in local currency (Lei)

9Ad. Market Structure (€ MM)

2010 2011 2012 2013 2014 2015*f0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0,75 € 0,95 € 1,25 € 1,77 € 2.1 € 2.70 €

6.1 € 4.9 € 5.5 € 5.7 € 5.5 € 5.45 €

3.6 €

2.1 € 2.5 € 2.5 € 2.0 € 1.96 €

1.0 €

1.1 € 0.9 € 0.9 € 0.8 € 0.57 €

10.4 €13.0 € 13.7 € 14.8 € 14.5 € 14.48 €

TV Radio Press OOH Digital

TV – main media (~55-

60%)

Radio – slowly decrease

SHR% increase for

Digital

Press & OOH will reach stagnation

TV -0.4 11% 4% 12% 7% 2%Radio 0% 0% 0% 15% 0% 5%Press 10% 0% 0% 0% 0% 5%OOH 0% 0% 10% 10% 0% 5%

Digital 0% 0% 0% 15% 12% 7%

Inflation & Forecast

Source: Association of Advertising Agencies of Moldova. Advertising market billings include TV, Internet, OOH, Radio & Press. Budgets exclude discounts and commissions.

10Ad. Market Structure in 2014

Main SHR% of planned investments - TV

2nd place – OOHInternet have stabile growth

compared to Radio and Press

SHR of investments by media, %


24,8 MM euro

11Reach by Media Channels

Source: TNS, 2011-2014 / 1-st waves, TA 18-65, Urban

Despite the slow decrease TV remains the media channel with the greatest coverage potential, followed by Internet and Radio.

Reach Potential 18 – 65, Urban

TV Radio Press Magazine ООН Internet0

10

20

30

40

50

60

70

80

90

10088

8175

29

45

53

98

76

64

26

42

54

93

66

49

17

42

50

93

71

53

19

39

55

2011/1 2012/1 2013/1 2014/1%

12Media Channels indexes

Highest growth in RCH% and AFF – Internet

98

30%AFF

RCH

40%

50%

60%

70%

80%

90%

100%

9596 97 99 100101102103104105 106

20%

2012 2014

TV

INTERNET

6%

2%

Press, Radio and OOH - RCH% and preference decrease

RCH% dynamics and Media Preference (2 audiences)

TV

INTERNET

6%

1%

Source: TNS, 2012-2014 / TA: 18-65, Urban 15K+; TA: 16-30, Urban 15K+ Internet Reach% - Gemius Base 2012/2014

TA: 18-65, Urban 15K TA: 16-30, Urban 15K

106

30%AFF

RCH

40%

50%

60%

70%

80%

90%

100%

9596 97 98 99 100101102103104105

20%

115 120

13Media Cost per Thousand

Highest CPT value for Press, despite the low media coverage.

RCH% and CPT, % (e.g. key audiences 18-65, Urban & 16-30 Urban)

TA: 18-65, Urban TA: 16-30, Urban

Source: TNS, 2014 /1 TA: 18-65, Urban 15K+; TA : 16-30, Urban 15K+; Internet Reach% - Gemius 12/2014

Internet - the most effective channel in terms of RCH% and Cost per Thousand.

* CPT for OOH is recalculating by profiled agency in AAP, and will be represented later

* *

14Media Market Overview - Conclusions

Forecasted Ad. Market Volume in 2015 - 25,7 MM Euro, from which 15,0 MM Euro is TV.

Macroeconomic factors in 2014 – population purchase power increase as a result of remittances growth, increasing advertising SHR% in GDP.

Forecasted % of GDP 2015-2014 will decrease to 3,8% in same time inflation amounted will increase up to 5,8%.

Only Digital market will have increase of investment in next year, other media will have same level or will decrease.

In 2014 GDP level increased on 4,6%.

TV Market Overview

16

2010 2011 2012 2013 2014 2015*f-30.0

20.0

70.0

120.0

170.0

220.0

270.0

320.0

10.38 EUR 12.97 EUR 13.73 EUR 14.83 EUR 14.48 EUR 14.48 EUR

170.26 MDL

211.81 MDL 213.63 MDL

248.09 MDL269.84 MDL

291.18 MDL

The volume of TV market in Moldova

Source: Association of Advertising Agencies of Moldova; media market includes TV & Internet & Outdoor & Radio & Press. Budgets do not include commissions and discounts.

Dynamics of investments in TV market

Forecasted budget in Euro for 2015 is identical to 2014 due to low declared market inflation % for 2015 (~2%), as well due to TV budgets decreasing among big advertisers.

TV market -2%

Mln.

There is a significant increase in MDL TV budgets for 2015 due to forecasted 10% MDL inflation.

TV market +9%

TV market +8%

Same TV market level

17 TV channels SHR % and cSHR %

Source: AGB, 2013-2014, TА 18+

2013 20140%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

31% 31%

21% 19%

5% 7%

7% 7%

8% 7%5% 5%4% 5%4% 4%3% 3%

MuzTV

RUTV

Acasa

Super TV

RenTV

PRO TV

Canal 3

Publika TV

THT

CTC

N4

Canal 2

TV7

Moldova1

RTR

Prime

Others

2013 20140%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

30% 28%

7% 10%

11% 10%

11% 10%

7% 7%6% 7%6% 6%4% 4%

MuzTV

RUTV

Acasa

Super TV

RenTV

PRO TV

Canal 3

Publika TV

THT

CTC

N4

Canal 2

TV7

Moldova1

RTR

Prime

Starting 2013, channels that aren’t monitored in AGB panel keep a constant SHR% of 31%.

Growing interest for the niche channels. Essential decrease of both indexes for biggest TV channel – Prime, mostly due to the growth of RTR indexes.

SHR% cSHR%SHR % cSHR %

18TV Inflation

-0,4%

+11%

+4%+12%

+7% +2%

2010 2011 2012 2013 2014 2015

Source: AGB, 2010-2015, TА 18+

Inflation is calculated by 18+ Total Audience

+5%+10%

+0,4%

+20%

+19%

+10%

Euro

MDL

19

Source: AGB, 2012-2014, TА 18+

TV inflation, Sold out and CSHR in dynamic by channels

Prim

e 20

12Pi

me

201

4Can

al 2

201

2Can

al 2

201

4M

uzTV

201

2M

uzTV

201

4N

4 20

12N

4 20

14Pu

blik

aTV 2

012

Publ

ikaT

V 2

014

Ren

TV 2

012

Ren

TV 2

014

Can

al3

2012

Can

al3

2014

Supe

rTV 2

012

Supe

rTV 2

014

RTR

201

2RTR

201

4RU

TV 2

012

RU

TV 2

014

THT

2012

THT

2014

TV7

2012

TV7

2014

СТС

201

2СТС

201

4Pr

oTV 2

012

ProT

V 2

014

Mol

dova

1 20

12M

oldo

va1

2014

NIT

201

2N

IT 2

014

EuTV

201

2Eu

TV 2

014

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

-5%

0%

5%

10%

15%

20%

25%

30%

35%

∆ Sold Out,% ∆ Inflation,%

Others

Highest inflation increase in 2014 on RTR

Canal3 – highest sold out increase

Casa Media

Nova TV Alkasar

Infl

, cS

HR

,%

Inflation is calculated by 18+ Total Audience

Sold

Ou

t, %

20

Source: AGB Nielsen Moldova Period: 01.01.2013 - 31.12.2014 TA: 18+

Prim

e N4

Canal

2

Publ

ikaT

V

RenTV

Canal

3

MuzTV TV

7СТС ТН

ТRTR

Supe

rTV

RUTV

Moldo

va1

PRO T

V

Acasa

-5%

0%

5%

10%

15%

20%

25%

30%

35%

28%

7% 7%

4%3% 3%

10%

6%4%

10%

2%0%

10%

3%1%

2013

Commercial share 2013/2014Channel cSHR% by all adults

Casa Media Nova TVAlkasar In House62% ->

52%8% -

>13%15% ->

21%15% ->14%

In 2014 Casa Media loses CTC and SuperTV, that results in decrease of its cSHR%

Highest increase in CSHR% for RTR +3% vs. previous year.

21Seasonality of viewership

Source: AGB, 2013-2014, TА 18+

Dynamics of TV viewing, % (AMR)

0.50%0.60%0.70%0.80%0.90%1.00%1.10%1.20%1.30%1.40%1.50%

2013 2014

The peak of viewership is recorded during winter and autumn due to the seasonality of viewership (channels change their programs, start new projects)

Decline in viewership is noticed in summer, which is the holiday season

AMR %

22

0

2

4

6

8

10

12

14 Moldova1

Prime

MuzTV

PRO TV

СТС

N4

TV7_НТВ

RenTV

ТНТ_Bravo

Canal 2

RUTV_Moldova

Publika TV

RTR Moldova

SET_Sony

Canal 3

Мир

Acasa

Amedia

Realitatea MD

Others

PTOP

Television viewership during the day

Source: AGB, 2013-2014, TА 18+

Viewership ratings

In OPT growth viewership day part is 07:00-09:00, because on air is morning programs

The most popular time interval is Prime Time.Peak of viewership is between 21.00-22.00

(News)

AMR%

23Sold out by ТV channels, wGRP % 2014/2013

Source: AGB, 2013-2014, TА – channels’ buying audiences

% of sold out on RTR considerably decreased mostly due to available inventory growth.

PRO TV

RTRТНТ

PRIMETV7

СТС MuzTV

PublicaTV

2 PlusCanal3

RenTVN4 SET

RUTVAcasa

Moldova1

Realitat...

Amedia

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

5%

24% 19% 6%3%

4% 5% 11%1% 20%

2%21%

1% 24% 3%

8%

16%

26%

2013 2014Sold out %

Highest growth- on Canal 3 which increased sold wGRP volume but decreased by available inventory.

24Тop 15 ТV advertisers 2014/2013

Source: AGB, 2013-2014, TА – 18+

OrangeKraft Foods

MoldtelecomMoldcell

Procter&GambleBerlin-Chemie

Reckitt BenckiserNestle

Efes VitantaUnileverNovartis

PatriaHayat Kimya

Bomba & Alina electronicBeiersdorf

Others

0 150,000 300,000 450,000 600,000

78,28475,820

54,96950,19144,13140,35431,05029,49927,38127,31424,96722,81521,93018,60215,977

601,837

OrangeKraft Foods

MoldcellMoldtelecom

Berlin-ChemieUnilever

Procter&GambleNestle

Reckitt BenckiserNovartis

Lactalis-AlbaHayat KimyaEfes Vitanta

PatriaBomba&Alina electronic

Others

0 150,000 300,000 450,000 600,000

86,42961,69560,99751,98444,20736,74334,92333,29432,51426,81425,44325,21324,46022,82318,524

572,583

INVENTORY in wGRP BY18+, All MOLDOVA

TOP 15 – 48% INVENTORYTOP 15 – 51% INVENTORY

TOP 15 TV market players determine market structure with ~ 48% share of TV purchases

The total volume of the inventory bought by TOP advertisers in 2014 decreased by -4%

20142013wGRP wGRP

TOTAL FOR TOP 15 – 586 061

wGRP/EqGRP

TOTAL FOR TOP 15 – 563 284

wGRP/EqGRP

Decrease -4%

25ТV Market - conclusions

Media TV consumption remains per average at high level, which means that in 2015 it will continue to play a major role for mass market ads.

The major Seller «Casa Media» loses its position and its share in 2014 was 52% for 18+ audience.

Average market Sold Out in 2014 was 69%, which drove to a much lower inflation vs. previous years ( +2% for 2015).

Unstable political situation and political campaigns in 2014, as a factor of pressure on the limited inventory on channels.

Transition in 2015 to digital broadcasting can improve reach results for some channels with the current regional coverage.

Internet Market Overview

27

Internet users age above 15

1 747 7432 988 392

Population age above 15

Internet penetration in Moldova 58%

Source: Gemius Explorer, statistica.md Period: 09.2014 TA: 15+

Internet penetration

28Internet penetration in Europe

Ukraine Romania Belarus Turkey Moldova Russia Estonia Finland

4251 54 56 58 61

83

97

Europe

Penetration (%)

Source: www.internetworldstats.com /2014

29Internet speed worldwide

India Turkey Belarus Ukraine China Canada Russia USA Finland Estonia Moldova Romania Japan Singapore

612 15

23 25 25 2733 35 39 42

61 65

106

Worldwide

Speed (Mbps)

Source: www.netindex.com /2014

30

2012 07 2013 03 2013 09 2014 06 2014 121,350,000

1,400,000

1,450,000

1,500,000

1,550,000

1,600,000

1,650,000

1,700,000

1,750,000

1,800,000

1,502,637

1,695,061

1,776,004 1,776,004

1,739,854

Users

Source: Gemius Explorer TA: 15+

Internet users growth

Internet Users

31

2010 2011 2012 2013 2014 2015*f0.0

10.0

20.0

30.0

40.0

50.0

60.0

0.75 EUR 0.95 EUR 1.25 EUR 1.77 EUR 2.10 EUR 2.70 EUR

12.30 MDL15.52 MDL

19.45 MDL

29.60 MDL

39.13 MDL

54.29 MDLOnline Advertising Spent

Mln.

In 2014 investments in online advertising grew with 30%, same growth rate is expected for 2015

Digital market value in Moldova

Source: Association of Advertising Agencies of Moldova. Budgets exclude discounts and commissions.

+19%+30%

+32%

+38%

32

Vacations News Sport Family/Baby care Electronics Recipes/Gastronomy Education Health0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

287,271

968,248

319,354 343,297378,069

512,606542,079 529,975

Users

Source: Gemius Explorer 12.2014 TA: 15+

Internet Users

56% of users are interested in news

Topics users are looking in the Internet for

33

Source: Gemius SA - gemiusAudience: 2014-12.

Internet Users

Most of users use Search engines and Social network sites

Visited sites categories

Sear

ch e

ngin

es, p

orta

ls

Socia

l net

wor

ks

News

Porta

ls, o

nlin

e an

noun

cem

ents Fu

n

Other

s

Wom

an li

fest

yle

Foru

m

Web

cat

alog

s0

400,000

800,000

1,200,000

1,600,000

Real users

34

Source: TNS 2014/2

Time spent in Internet, TA 15+

Watching TV

Traveling by transport in general

Walking

Using the Internet

Radio listening

Visiting the supermarket

Reading the daily newspapers

Reading the weekly newspapers

Visiting the pharmacy

Reading weekly magazines

Reading the monthly magazine

Visiting the mall

Visiting the cinema

0 500 1000 1500 2000 2500 3000 3500 40003,661

3,184

2,537

2,288

1,068

299

103

97

59

56

47

38

30

827

719

573

517

241

67

23

22

13

13

11

9

7

Minutes (weekly) Minutes (monthly)

35

Using the internet

Watching TV

Radio listening

Walking

Travelling by transport

Reading newspepers

Reading magazines

0 500 1000 1500 2000 2500 3000 3500 4000

3588

3536

1533

1410

1126

167

101

837

825

358

329

263

39

23

Minutes (weekly) Minutes (monthly)2

Time spent in Internet, TA 12+

Source: Xplane, Consumer Target Index 2012-2014, TA 12-65, Urban;

36

Traveling by transport in general

Using the Internet

Watching TV

Walking

Radio listening

Visiting the supermarket

Visiting the pharmacy

Reading weekly magazines

Reading the weekly newspapers

Reading the daily newspapers

Reading the monthly magazine

Visiting the cinema

Visiting the mall

0 500 1000 1500 2000 2500 3000 3500 40003,416

3,328

3,074

2,726

883

371

84

69

69

63

56

37

37

771

752

694

615

199

84

19

16

16

14

13

8

8

Minutes (weekly) Minutes (monthly)

Source: TNS 2014/2

Time spent in Internet, TA 15-30

Young and active populations use Internet as much as TV

37

Using the internet

Watching TV

Walking

Radio listening

Travelling by transport

Reading newspepers

Reading magazines

0 1000 2000 3000 4000 5000 6000

5463

2569

1490

1389

1329

104

80

1275

600

348

324

310

24

19

Minutes (monthly) Minutes (weekly)

Time spent in Internet, TA 15-30


38

md.

mai

l.ru

odno

klas

snik

i.md

unim

edia

.md

999.

md

poin

t.md

play

.md

foru

m.m

d

Mama.

md

Spor

ter.m

d

meg

ogo.

net

noi.m

d

mol

dove

nii.m

d

prot

v.m

d

perfe

cte.

md

kp.m

d

inpr

ofun

zime.

md

acas

atv.

md

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

56% 54%

10%

28%

17%

7% 6% 5% 4%

26%

10%5%

16%

8% 7% 7% 5%

Reach Internet

Pro Digital

74,77%

37,68%

33,79%

23,78%

Source: Gemius Explorer Period: 12.2014 TA: 15+

Lider by reach is Media Contact. Most registered sites in Gemius – Numbers.

Sales house reach

International suppliers:- Google- Facebook

Reach

39Sales houses media budgets

Estimated turnover = 2.1 mln. (Net budget)

Source: info offered by sales houses

Numbers, Media Contact and ProDigital are leaders on the market.

*Others – Alkasar, Zingan, PiataAuto etc.

Budget share by Sales Houses/Sellers

40

Prime Moldova1Publika TV7 N4 Canal 2 RTR ТНТ PRO TV Canal 30%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%86% 83%

67% 65% 64% 64% 61% 58% 57% 56%

77%73%

60%66%

59%51%

59%53%

58% 55%

18+ 18-30

Online vs. TV || potential Reach

odnoklass-niki.md

md.mail.ru 999.md megogo.net point.md protv.md0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

34% 34%

18% 17%11% 11%

69%

59%

38%32%

20% 20%

18+ 18-30

• 3-4 sites can easily reach the same amount of people as top TV station could do, for lower budgets.

Source: Gemius Explorer December 2014 (Average monthly RCH%), AGB December 2014 (Average monthly RCH%)

Reach

Reach

• web sites have high potential reach in young and active TA, and get close to TV stations results.

41Internet market – conclusions:

Dynamics of Internet investments growth leaves behind other types of media. Forecast for 2015 is about 30% growth.

Internet measures by Gemius make the campaign planning be more predictable and more demanded for implementation of comprehensive multimedia solutions

Low price per contact and diversity of creative concepts available make it more and more popular especially for the young audience and “Light Viewers” that can be hardly reached by other media

High level of Internet access penetration allows to cover the maximum number of users – thus making this media a great channel for high coverage ad campaigns planning

Distribution of web pages in groups sold by sales houses (similar to TV) allow to minimize costs and get the best conditions for online advertising planning.

Press Market Overview

43Press Market total billings € MM

Source: Association of Advertising Agencies in Moldova / Антенна Monitoring - 2011, Xplane - 2012. Budgets exclude commissions and discounts.

DYNAMICS OF PRESS INVESTMENTS

2010 2011 2012 2013 2014 2015*f0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

3,6 EUR 2,1 EUR 2,5 EUR 2,5 EUR 2,0 EUR 2,0 EUR

58,71 MDL

34,47 MDL39,66 MDL 41,38 MDL

36,51 MDL39,40 MDL

Mln.

- 21%

Considerable decrease of Press budget in crisis period.

Forecast for 2015 – billings stagnation.

Same market level

- 11%

+8%

44

Monthly

Daily

Weekly

Press Market structure

45

2013 2014 20150

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

840 EUR 787 EUR 775 EUR

14 043 MDL14 657 MDL

15 587 MDL

As the newspapers are sold in local currency, it is reflected on the small decrease of price in euro.

Weekly Newspapers Market average cost for one page Average price per TOP 5

newspapers

-1%- 6%

Source: Rate Card of newspapers: AIF, KP, Saptanima, Antenna, Makler

+ 4%

+6%

46Newspapers frequency reading

daily

few times a week

few times a month

once in a month

don't read

0% 10% 20% 30% 40% 50% 60%

6%

17%

14%

17%

46%

5%

12%

18%

16%

49%

2013 2014

General reading auditory in 2014 has decreased by 3%, in same time weekly and daily attention have increased.

Newspapers frequency reading, (%)

Source: TNS, 2013-2014 / TA: 18-65, Urban 15K+;

47Newspapers frequency reading

daily

several times a week

several times a month

once a month

very rare / don't read

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0

6.6

9.1

16.3

3.1

64.8

7.8

9.3

19.1

3.9

59.9

2013 2014

General reading auditory in 2014 has decreased by 5%.

Newspapers frequency reading, (%)


48Coverage dynamics of weekly newspapers

KP

Makler (Frid

ay is...

Antena AIF

Saptamina

Jurnal d

e Chis....

Monitoru

l Oficia

l

Jurnal d

e Chis. Fri.

TV Programe

Logos P

ress0%

5%

10%

15%

20%

25%

30%

35%

26%

22%

16%14%

5%7%

5% 6%3% 3%

32%

26%

16%15%

6% 6% 5% 5% 5%3%

2013 2014

The TOP3 newspapers remain the same with 6 points increase vs 2013.


RCH (%) by TOP 10 newspapers (weekly editions)

6 months audience

49Coverage dynamics of weekly newspapers

0

5

10

15

20

25

19 19

1110

68

35

3 3

16 16

97

6 5

3 32 3

1614

9

65 4

3 3 2 2

2012 2013 2014

For all the editions 6 months audience has decreased.

RCH (%) by TOP 10 newspapers (weekly editions)

6 months audience


50

2013 2014 20150

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

447 EUR 447 EUR 447 EUR

7 474 MDL

8 326 MDL8 985 MDL

Stable lever of Magazines placement cost

Monthly Magazines Market average cost for one page

Average price per TOP 5 magazines

0%0%

Source: Rate Card of magazines: Aqarelle, Prosto&Vkusno, VIP, Sanatate, Business Class

+ 11%

+8%

51

Circulation Return Circulation Return Circulation Return2012 2013 2014

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

-25%

-20%

-15%

-10%

-5%

0%168 190

26 412

148 528

21 890

122 630

16 881

-0.116903180

286948-

0.171209601847674

-0.174365186

323102-

0.228802783657434

Circulation & return dynamics of weekly newspapersAverage monthly data for: KP, Timpul, Antena, SP, Makler, Panorama, AIF,

Logos press

Decreasing attention to printed press forces the newspapers to reduce their circulation amounts in order to avoid returns growth and budget lost.

Source: BATI 2012-2014

52Magazines frequency reading

daily

few times a week

few times a month

once a month

don't read

0% 10% 20% 30% 40% 50% 60% 70%

5%

11%

12%

18%

54%

5%

8%

13%

16%

58%

2013 2014

Magazines frequency reading, (%)

Magazines reading -4% vs 2013.In spite has grown reading on weekly and monthly frequency.


53Magazines frequency readingMagazines frequency reading, (%)

Magazines reading -1% vs 2013.In spite has grown reading on weekly frequency.

daily



once a month

very rare / don't read

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

3.8

5.2

9.5

3.3

78.2

3.5

4.4

10.4

4.3

77.4

2013 2014


54Coverage dynamics of monthly magazines

Slight growth by almost all magazines.

Aquarelle

VIP m

agazin

Sanatate

Top Secret

Prosto

&Vkusn

o

Business

Class

Mireasa

Odoras

AutoExp

ert

Banki i F

inansi0%

1%

2%

3%

4%

5%

6%

7%

8%

7%

6%5%

4%

3% 3% 3%

2%

2%1%

7%7%

6%

4%4%

3%3%

2% 2%1%

2013


RCH (%) by TOP 10 magazines (monthly editions)6 months audience

55Coverage dynamics of monthly magazines

Decrease for all magazines.

RCH (%) by TOP 10 magazines (monthly editions)6 months audience


Aquarelle

VIP magazin

Sanatate

Просто и вкусно

Mireasa

Работай и Отдыхай

Business

Class

Auto Expert

In style

Мебель и интерьер

0

2

4

6

8

10

12

10

7

65

2 2 22

1 1

8

5

43

21 2 1

1 1

8

44

2 2 2 21 1 1

2012 2013 2014

56

Circulation Return Circulation Return Circulation Return2012 2013 2014

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%

8 009

1 213

8 880

1 023

8 000

923

0.108752653265077

-0.156636438

582028

-0.099099099

0990991

-0.098159009

449332

Circulation & return dynamics of monthly MagazinesAverage monthly data for: VIP, Aquarelle, Business Class

In 2014- decrease by average circulation by TOP magazines.

Source: BATI 2012-2014

57Press Market Overview - conclusions

Slight growth by TOP press editions in 2014. Average RCH by media remain relatively low.

The appearance of internet versions of magazines will defiantly have a negative impact among people’s preferences and during next year will redirect them to use online version.

In 2015 forecasted level of investment will be the same as in 2014 2,0 MM Euro.

Radio Market Overview

59Radio Market total billings € MM

Total volume of investments in radio advertising in 2014 amounted to 0,77 MM Euro, which is -15% lower comparative to 2013.

Forecast for 2015 – decrease with 25%.

Investment dynamics

2010 2011 2012 2013 2014 2015*f0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

16.00

18.00

20.00


16,40 MDL17,97 MDL

14,01 MDL15,05 MDL

14,25 MDL

11,46 MDL

MM Euro


- 5% -

20%

-15% -

25%

60

2013 2014 20150

100

200

300

400

500

600

700

28 EUR 28 EUR 29 EUR

465 MDL

518 MDL

583 MDL

In spite of decrease of estimated investment in radio on 2015, by top 15 radio stations was registered inflation by rate card

Radio Market average cost per minAverage price per minute for TOP

15 radio stations

+4 %Same market level

Source: Rate Card of radio stations: HITFM, Russkoe Radio, RetroFM, Radio Noroc, Kiss FM, Alla, Stil, Europa Plus, Radio Plai, Jurnal FM, Radio 21, Maestro FM, Publica FM, Radio Sport, Muz FM

+11 %

+13 %

61Radio frequency listening

daily



once a month

very rare / don't listen

0.0 10.0 20.0 30.0 40.0 50.0 60.0

26.4

12.5

6.6

1.5

53.0

29.1

12.0

7.8

2.1

49.2

2013 2014

General radio audience has decreased by 4% vs 2013.

Radio frequency listening, (%)


62Radio Market structure

Top 5 Radio station - remain the same with slight growth of potential RCH%.

Radio stations reach, (%)


HitFM

Russkoe RadioRetroFM

Radio Noroc

Avto RadioKiss FM Still Alla

Europa Plus

Megapolis FM

Radio Plai

Radio MoldovaRadio 7

Fresh FMPro FM

0%

10%

20%

30% 27%

23%

16% 15%

11% 12% 11% 10%13%

7%4%

11%

7%5% 6%

28%24%

16% 16%14% 14% 13% 13% 12%

8% 7% 7% 7% 7% 6%

2013 2014

63

Hit FM

Русское Радио

Radio NOROC

Kiss FM

Ретро FM

Radio Moldova

Radio 7 Gold FM

Radio Chisinau

Avto Radio

Jurnal F

M

Europa Plus

Radio Zum

Радио Алла

Radio Plai

Стильное Радио Шансон

0

5

10

15

20

2523

22

1211

13

57

3

7

4

8

3

7

4

8

20 19

11 11 10

57

3

65

7

3

65

7

1917

14

11 11

7 76 7 7 7

57

67

2012 2013 2014

Radio Market structure

Top 2 Radio station – lose audience, while the followers increase their audience. Competition becoming closer.

Radio stations reach, (%)Weekly audience


64Dynamics of radio coverage in Moldova

Home Public transport In car At work In bars,café At friends0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

31% 32%

22% 22%

8% 8%

38%

30%

21% 20%

7% 6%

2013 2014

Increased RCH% by home listening. Listening for all out of home places - decreased.

Preferred places to listen radio, (Reach %)


65Main advertisers on radio

Considerable changes in TOP 3 vs 2013 - both telecommunications advertisers, Moldcell and Orange, decreased and lost their position in TOP.

Pharma-center

Foto Max studio

Supraten

Kalina Concern

Moldindconbank

Banca de Economii

Moldcell

Autoframe

www.mamaplus.md

déjà vu

Orange

Nefis

Lux Service

Ozonis medicine center

Adidas

3,860

3,905

4,241

4,444

4,589

5,007

5,098

5,220

5,262

5,636

6,494

7,437

7,889

9,196

9,325

Elody

Lava bar nightclub

Energbank

Hayat Kimya

Capital Tur

Nobel Pharma

Foto Max studio

Kalina Concern

Moldindconbank

Energy Fitness

Nefis

Adidas

Moldcell

Ozonis medicine Center

Orange

2,937

3,659

3,848

3,852

4,034

4,414

4,571

4,747

4,860

5,146

5,498

7,969

8,115

9,860

10,232

2013 2014

TOP 15 advertisers active on radio by total number of bought spots

Source: AGB, 2013-2014

Others:347 759

Top 15:83 742

Others:397 388

Top 15:87 603

Total bought spots 2013: 431 501

Total bought spots 2014: 484 991

66Main advertisers on radio

The Top advertiserremained – Ozonis (despite the air time decrease with 8%);Nefis increased air time in 2014 with 39%, while Orange decreased it with 40%

Energy Fitness

East-Auto-Lada

Foto Max studio

Moldcell

Moldindconbank

Autoframe

Deja Vu

Adidas

Farma center

Lux Service

Banca de Economii

www.mamaplus.md

Orange

Nefis

Ozonis medicine center

1,840

1,851

1,854

1,936

1,984

2,214

2,256

2,299

2,414

2,460

2,475

2,627

2,769

3,831

4,891

Energbank

Kalina

East-Auto-Lada

Wellness & Spa Termal

Foto Max studio

Lava bar nightclub

Nobel Pharma

Moldindconbank

Drive

Veltruv Sport

Nefis

Energy Fitness

Moldcell

Orange

Ozonis medicine Center

1,416

1,504

1,504

1,559

1,750

1,803

1,812

1,876

1,877

2,466

2,764

2,952

3,136

4,580

5,337

2013 2014

TOP 15 advertisers active on radio by total minutes bought

Source: AGB, 2013-2014

Others:150 045

Top 15:36 337

Others:182 393

Top 15:37 701

Total bought min 2013: 186 382

Total bought min 2014: 220 094

67Radio Market overview - conclusions

Variety of Radio stations does not present a facility of this type of media, due to the similarity of contents and to the low cover among TA possibilities. Only TOP 10 stations are the effective in

terms of coverage.

More people started listening to the radio online, “home” listening preference are still on the highest level.

Radio as an advertising media has rather low potential contact with TA, therefore radio is mostly used as an support for TV and Internet campaigns.

Outdoor market overview

69

2010 2011 2012 2013 2014 20150.00

20.00

40.00

60.00

80.00

100.00

120.00


100,04 MDL

80,05 MDL85,60 MDL

95,33 MDL101,54 MDL

109,58 MDL

MM Euro

OOH market total billings € MM

Investments in Outdoor advertising in 2014 amounted - 5,45MM Euro, which lower on 4% compared to 2013, as was planned.

Forecast for 2015 – remain in same level, due to reinvestment from other more expensive Media

Outdoor - dynamic of investments


-4 %

Same market level

+6,5%

+8%

70OOH market structureExisting formats on the Outdoor market

BILLBOARD (3x6)

CITY LIGHT (1.8x1.2)

PRIZMATRON LED Display

BIGBOARD 4x10 , …

PANNELS (1.2x1.8)

BRANDMAUER WALLBANER Logo

Cube Clock

Buss shelter

71

billboard29.92%

city light20.14%

bus station14.65%

consola11.13%

chiosc up7.82%

billboard nes-tandard4.03%

nonstandart2.73%

chiosc city light2.51%

bigboard1.92%wallbanner

1.43%

clockbox1.32%

cub0.75%

tomberoane0.57%

prismatron0.50%

chiosc wallbanner0.33%

scroller0.16%

pillar0.09%

OOH market structureSHR% of OOH surfaces, by quantity*

Top 5 surfaces have 84% SHR% of the market

The most common surfaces for the OOH placement are Billboards, City

lights and Buss stations constructions.

*only on Kishinev

Total amount of constructions 6 730

72OOH market structure - LED Market

Total number of constructions is 30 – 21 of which are located in Chisinau, others in Balti, Cahul, Ungheni, Comrat.

OOH Market SHR% for the LED constructions in 2014 consisted 0,45 MM €.

73

Epa Media; 20%

Standart; 12%Varo-lnform; 8%

Art Print; 7%

Cebacot; 5%

Casalot; 4%

Aquarelle; 4%

Neoram a; 3%

MoldPresa; 3%

Panommedia; 3%Genesis; 2%

Oroloqiul; 2%VIPP Media; 2%

Milla; 2%Art Market; 2%AKM Veteran; 2%Barzaun; 2%

Corel Print; 2%

Media-Lider; 1%Start Com; 1%

Others; 13%

OOH market structureOperators SHR% by number of constructions

There are more than 20 operators, the largest by construction are Epa Media,

Standart and VaroInform.

Top 5 operators SHR% - 52%.

Source: Association of Advertising Agencies in Moldova

Trendseter – is the single sell houses which does not possess own surfaces and resell bought surfaces from other

operators.

Epa Media – single operator that sells advertising only on Bus Stations (have

only small constructions)

Total amount of constructions 6 730

74Seasonality in OOH marketOccupied surfaces (monthly)


January February March April May June July August Sep-tember

October No-vember

De-cember

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

70.5% 68.1% 69.5% 72.2% 72.2% 72.2%68.8% 68.1% 70.3% 70.2% 69.7% 71.6%

Outdoor advertising is used throughout the year, the average percentage of occupation during the year – 70,27%

During summer period is traced the most significant decrease by the level of sold surfaces

75OOH market by categories of advertisers% Occupied surfaces by category of advertisers in 2014


In 2014, TOP 5 categories – Communication, Food, Construction, Social Advertising and Services.

Communications13%

Food12%

Construction10%

Social Advertising9%

Services7%

Transport7%

Health6%

Recreation5%

Electronics5%

Textile3%

Media3%

Finance3%

Furniture2%

Market2%

Advertisement2% Others

10%

76OOH market - conclusions

Forecasted OOH market SHR will remain at the same level.

Main players on the market– Trendseter, Standard and Varo Inform.

Billboards, City lights and Buss stations –highest cumulative share of placement - 50%.

OOH is used more as a supporting media channel for launched TV campaigns.

LED as a part of OOH advertising formats, has more creative possibilities.

Thank you.

moldova media market overview 2014. 2 general overview source: national bureau of statistics total...

Documents

advertising market billings

media market overview21

radio press

media preference

media channelssource

ooh rch

press shr of investments

stabile growth