readers of mf dnes, lidovÉ noviny and...

READERS of MF DNES, LIDOVÉ NOVINYand METRO

A d v e r t i s i n g p r e s e n t a t i on

http://sluzby.mafra.cz

MEDIA RESEARCH RATINGS• The only and most of the time respected source capable of bringing information

about the readers• Reflects the success of the title among the readers and identifies them

MEDIA PROJEKTNational media ratings research in the Czech Republic jointly requested by the publishers of dailies and magazines associated in the Publisher´s Union (Unie vydavatelů) and Association of Communication Agencies (AKA):

• research is carried out by independent association of r esearch agencies GfK Czech and Median• inhabitants of Czech Republic in the age of 12 – 79 years are represented by 25 000 respondents per year• demographical characteristic, activities (occupation, free time), positions and basic consumption are also

included in research• research is considered to be a „single currency“ of the press media ratings


MF DNES IS MOST WIDELY READ DAILY:• among educated people

• among the highest socio-economical class of population

• among readers in leadership positions

• among decision makers

• among entrepreneurs with employees

Source: media ratings national research Media Project, GfK Czech – Median, SKMO, 3Q – 4Q 2011

Your advertisement message is not only getting to the one’s that read it, but above all to the one’s that are able to react to it.

797

1 290

803

395 329 248 236 228 19456

228

329

MF DNES Blesk Deník (Net) Právo Metro Aha! Sport Lidové noviny Hospodářskénoviny

E15

Metro

Lidové noviny

MF DNES


Note.: Total number of readings of advertising combination TOP KOMBI (MF DNES and Lidové noviny) reaches 0.999 million of readers and POWER KOMBI (TOP KOMBI and Metro) reaches 1.269 million of readers.

Total number of readings of the last issue in the 3rd – 4th quarter of 2011Number of readers in thousands

NUMBER OF READINGS OF THE DAILIES

Source: Media Projekt, 3rd – 4th quarter of 2011

1 155

1 6591 473

626 577 509 481 390 377 287 271 254 250 178 163 148

287

577

509

MagazínDNES + TV

Bleskmagazín

TVmagazín

(Total)

MagazínPrávo + TV

ONA DNES DOMADNES

VíkendDNES

TV pohoda(Total)

Aha! TV Pátek LN Mojerodina

Sportmagazín

Dům &bydlení

INmagazín

(HN)

Víkend(HN)

Styl proženy

DOMA DNES

ONA DNES

Pátek LN

Magazín DNES + TV


NUMBER OF READINGS OF SUPPLEMENTS


Total number of readings of the last issue in the 3rd – 4th quarter of 2011Number of readers in thousands

Note.: Total number of readings of advertising combination TOP KOMBI MAGAZÍN (Magazín DNES + TV and Pátek LN) reaches 1.398 million of readers, combination TOP KOMBI MAGAZÍN + ONA DNES reaches 1.512 million of readers and combination TOP 4 KOMBI (Magazín DNES + TV, ONA DNES, DOMA DNES and Pátek LN) reaches 1.569 million of readers.Number of readings of the TV magazín and TV pohoda includes inserted as well as over-the-counter issues.


SOLD AND PRINTED ISSUES

We consider the information about the sold and printed issues to be the indicator of the capability of

the publisher to position his title on the market and sell it.

We use data audited by the Office of verification of printed issues ABC CR.

220 634 182 209 218 342 227 757350 831

262 361

416 163

634 505

816 713

MF DNES MF DNESwith magazineDOMA DNES(Wednesday)

MF DNESwith magazine

ONA DNES(Monday)

MF DNESwith magazineVíkend DNES

(Saturday)

MF DNESwith Magazín

DNES + TV(Thursday)

TOP KOMBI(MF DNES and

LN)

TOP KOMBIMAGAZÍN

(Mag. DNES +TV and Pátek

LN)

TOP KOMBIMAGAZÍN

+ ONA DNES

TOP 4 KOMBI(Mag. DNES +

TV, ONADNES, DOMA

DNES andPátek LN)

http://sluzby.mafra.czSource: ABC ČR, July – December 2011

CIRCULATION OF MF DNES AND TOP KOMBI

Average daily circulation sold audited by the Office of verification of printed issues ABC ČR Average daily circulation sold in number of pieces

Lidové novinyMF DNES

26

127

206161 151

89

37

14

29

32 50

50

4437

61

67

55 50

32

26

12-19 20-29 30-39 40-49 50-59 60-69 70-79

(affinity0,31)

(affinity0,97)

(affinity1,31)

(affinity1,33)

(affinity1,16)

(affinity0,8)

(affinity0,59)

Metro

Lidové noviny

MF DNES

12-193% 20-29

16%

30-3926%

40-4920%

50-5919%

60-6911%

70-795%

12-194%

20-296%

30-3913%

40-4914%

50-5922%

60-6922%

70-7919%


AGE STRUCTURE

The age group 30 to 59 years, which is the productive age, is represented more among regular readers of MF DNES compared to the totalpopulation of CR.

MF DNES: Readers between the ages of 30 to 59 years represent a constituent part of the reading public.LN: Readers between the ages of 40 to 79 years represent a constituent part of the reading public.

READERS OF MF DNES AND TOP KOMBI ACCORDING TO AGE

Readers of MF DNES and increase to TOP KOMBI and POWER KOMBINumber of readers is expressed in thousands; groups with above average index are marked in red


306 315

176

109 61

58

146131

52

Elementary /Highschool not

graduate

Highschoolgraduate

University graduate

(affinity 0,62) (affinity 1,39) (affinity 2,37)

Metro

Lidové noviny

MF DNES

Elementary /

Highschool not

graduate

48%Highschool graduate

27%

University graduate

25%

Elementary /

Highschool not

graduate

38%Highschool graduate

40%

University graduate

22%


EDUCATION OF THE READERS

Readers with higher education are more represented among regular readers in comparison with the total population of CR. The rate of high school graduates is 1.4 times higher among the readers than in the total population, the rate of the university graduates is 2.4 times higher.

MF DNES and LN: High school graduates and university graduates represent a constituent part of the reading public.

READERS OF MF DNES AND TOP KOMBI ACCORDING TO EDUCATION

Readers of MF DNES and increase to TOP KOMBI and POWER KOMBINumber of readers is expressed in thousands; groups with above average index are marked in red

MF DNES Lidové noviny


805

653

560

110

1 777

466

4 718

463

346

237

118

1 313

336

4 200

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

POWER KOMBI(TOP KOMBI + METRO)

TOP KOMBI(MF DNES and LN)

MF DNES

Lidové noviny

DAILIES without MF DNES- Total

REGIONAL DAILIES- Total

POPULATION- Total

values in thousands and in % of reading publicfrom the left economically active readers - from the right economically inactive readers


READERS OF DAILIES AND POPULATION ACCORDING TO ECO. ACTIVITY

MF DNES as well as dailies TOP KOMBI and POWER KOMBI compared with the rest of the dailies have a higher rate and very high number of economically active readers. Mentioned numbers are expressed in thousands; the rates are expressed by the horizontal axis


770805

653

466

560

172193

134167

110146

40

520

463

346 336

237 223

135114

69

118

4716

Blesk POWERKOMBI

TOP KOMBI Deník (Net) MF DNES Právo Metro Aha! Sport Lidové noviny Hospodářskénoviny

E15

(60 % active) (63 % active) (65 % active) (58 % active) (70 % active) (44 % active) (59 % active) (54 % active) (71 % active) (48 % active) (76 % active) (71 % active)

On the left economically active readers

On the right economically inactive readers


ECONOMICALLY ACTIVE READERSMF DNES total 560 thous. / 70 % of readers

thereof85 thous. sales executives

385 thous. ordinary workers89 thous. private entrepreneurs

READERS OF THE DAILIES ACCORDING TO ECO. ACTIVITY

MF DNES as well as dailies TOP KOMBI and POWER KOMBI compared with the rest of the dailies have a higher rate and very high number of economicallyactive readers. Numbers of readers are in thousands


327

422

285

149108 94 92 85 76

23

76

149

MF DNES Blesk Deník (Net) Metro Právo Hospodářskénoviny

Sport Aha! Lidové noviny E15

Metro

Lidové noviny

MF DNES


Note.: Total number of readings of advertising combination TOP KOMBI reaches 391 thousand of readers and POWER KOMBI reaches 509 thousand of readers.

READERS OF DAILIES WITH ABOVE AVERAGE INCOME

POWER KOMBI has the highest number of readers in households with net monthly income higher than 30 thousand CZK.Number of readers in thousands


93170

32754

52

76

55

67

149

Up to 20 thous. CZK 20 - 30 thous. CZK 30 thous. CZK and

more

(affinity 0,56) (affinity 0,84) (affinity 1,22)

Metro

Lidové noviny

MF DNES

Up to 20 thous.

CZK30%

20 - 30 thous.

CZK28%

30 thous.

CZK and more42%

Up to 20 thous.

CZK16%

20 - 30 thous.

CZK29%

30 thous.

CZK and more55%


NET HOUSEHOLD INCOME

People in households with higher income are represented more among regular readers of MF DNES compared to the total population of CR. In the higher income group the rate is increasing compared to the population up to 1.2 multiple higher rate in the readers group in households with net income higher than 30 thousand CZK.

READERS OF MF DNES AND TOP KOMBI ACCORDING TO INCOME

Readers of MF DNES, increase to TOP KOMBI and POWER KOMBINumber of readers is expressed in thousands; groups with above average index are marked in red

MF DNES Lidové noviny


85

40

39

38

25

16

16

16

5

3

16 25MF DNES

Deník (Net)

Hospodářské noviny

Blesk

Metro

Lidové noviny

Sport

Právo

E15

Aha!

MF DNES Lidové noviny Metro

114

80

76

61

39

37

24

21

16

6

24 37MF DNES

Blesk

Deník (Net)

Hospodářské noviny

Sport

Metro

Lidové noviny

Právo

Aha!

E15

MF DNES Lidové noviny Metro

READERS OF DAILIES IN LEADERSHIP POSITION(with subordinate workers)

READERS OF DAILIES WITH POWERS TO TAKE DECISIONS(authorized to decide on investments of the company higher than 100 thous. CZK)

TOP KOMBI total 101 thous.POWER KOMBI total 121 thous.

TOP KOMBI total 132 thous.POWER KOMBI total 162 thous.


READERS OF DAILIES DECISION-MAKERS

MF DNES, TOP KOMBI and POWER KOMBI are most widely read among people in leadership positions and in positions with powers to take decision. Number of readers in thousands


89 90

61

4031 30

20 19 176

17

30

MF DNES Blesk Deník (Net) Hospodářskénoviny

Sport Metro Aha! Právo Lidové noviny E15

Metro

Lidové noviny

MF DNES



READERS OF THE DAILIES - ENTREPRENEURS

POWER KOMBI are most widely read among entrepreneurs.Number of readers in thousands


282

165 149112 108 84 79

53 28 28

84

108

MF DNES Blesk Deník (Net) Hospodářskénoviny

Metro Lidové noviny Právo Sport Aha! E15

Metro

Lidové noviny

MF DNES



READERS OF THE DAILIES – SOCIO-ECONOMICAL CLASS “A“ + “B“

MF DNES, TOP KOMBI and POWER KOMBI are most widely read among the highest socio-economical class of population (ABCDE classification).Number of readers in thousands


123

186155

49 43 36 33 30 2711

49

186

MF DNES Metro Blesk Lidové noviny E15 Hospodářskénoviny

Sport Aha! Právo Deník (Net)

Metro

Lidové noviny

MF DNES



READERS OF THE DAILIES IN PRAGUE

POWER KOMBI are most widely read among dailies in Prague.Number of readers in thousands



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