MEDIA LANDSCAPE UPDATER b y
MEDIA LANDSCAPE UPDATER
by
AGENDA1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising8. Inspiration Point
MEDIA SNAPSHOT
•Landscape•Media shares•Biggest players•Sectors
LANDSCAPE
After 8 months, year 2011 is stronger than 2010 by average 6% (except April for each month the dynamic is close to 3%). Estimations for the further months are rather pessimistic.
Source: Kantar Media, ratecard expenditures of advertising market.
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
3,000,000,0001,
104,
630,
695
1,26
7,86
7,84
6
1,79
5,46
6,09
1
1,74
9,55
7,80
7
1,93
2,37
7,66
2
1,72
3,08
7,02
5
1,16
7,48
7,65
4
1,15
0,99
8,78
3
1,90
2,11
8,71
5
2,29
1,80
3,60
3
2,31
0,57
0,48
0
1,96
5,84
0,54
8
1,29
6,09
9,99
7
1,55
0,29
1,25
2
2,25
2,39
0,91
2
1,70
2,33
5,59
9
2,41
8,11
7,33
3
2,20
8,73
3,44
0
1,47
5,90
2,12
9
1,35
5,33
8,09
4
2,23
9,53
6,67
6
2,68
1,58
4,94
9
2,50
1,30
4,16
0
2,05
0,95
8,42
4
1,37
8,85
1,90
6
1,56
8,16
0,96
2
2,31
7,67
1,94
6
2,22
3,81
8,51
7
2,43
6,12
8,06
6
2,22
2,31
8,19
6
1,51
5,63
3,48
9
1,38
9,82
8,51
1
2009 2010 2011
MEDIA REVENUES YTD TOTAL
TV is the strongest medium with share on the level of 59%. Radio notes the highest increase of expenditures (33%). Internet expenditures are still not monitored, but we assume its share is on the level of even 11-15% (OMD estimates).
Million
Source: Kantar Media, ratecard expenditures of advertising market
Cinema
Outdoor
Newspapers
Magazines
Radio
Television
1,000,000,000 3,000,000,000 5,000,000,000 7,000,000,000 9,000,000,000Cinema Outdoor Newspapers Magazines Radio Television
Jan-Aug 2009 255540695 824646395 1168953412 1536285952 1302846414 6803200695
Jan-Aug 2010 401393304 768929959 1134625161 1569589325 1504852830 8879818177
Jan-Aug 2011 418290052 797077518 1159233916 1783391180 2002094978 8892323949
Jan-Aug 2011
Jan-Aug 2010
Jan-Aug 2009
20 BIGGEST PLAYERS YTD TOTAL
12 of 20 biggest advertisers decreased their media investments till August 2011. The biggest drop in terms of RC expenditures was noted by Unilever and Henkel. Month to month the more marketers among top 20 decrease their expenditures.
Source: Kantar Media
SECTORS YTD TOTAL
For the last three years top 3 sectors are: food, medicines and telecoms.
Source: Kantar Media
20092010
Jan-Aug 2011
0%
20%
40%
60%
80%
100%
14%15%
13%
9%11%
12%
14%13%
12%
10%10%
9%
8%8%
8%
7%6%
7%
7%7%
7%
8%7%
7%
6%6%
6%
5%5%
5%
4%4%
4%
COMPUTER & AUDIO VIDEO
CLOTHING & ACCESSORIES
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
TRAVEL / TOURISM / HOTELS & RESTAURANTS
LEISURE
BEVERAGES & ALCOHOLS
AUTOMOTIVE
MEDIA, BOOKS, CDs AND DVDs
OTHERS
FINANCIAL
RETAIL
HYGIENE & BEAUTY CARE
TELECOMS
PHARMACEUTICAL PRODUCTS, MEDICINE
FOOD
TV ADVERTISING
•Average Time Viewed•All time viewing•Commercial impact•Minutes sold
AVERAGE TIME VIEWED
Source: AGB Research Nielsen
Average Time Viewed (in minutes) is on the same level as in previous year. ATV is lower during the summer months what reflects traditional seasonality on Polish media market.
100
120
140
160
180
200
220
240
260
280
300
2010 2011
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%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20% All 16-49TVP1
TVP2
Polsat
TVN
TVP thematic (7)
Polsat thematic (11)
TVN thematic (10)
AtMedia (52)
Discovery (8)
TVP3
TV4
TVN7
other cab/sat
ALL TIME VIEVING
We can observe rise of shares of mainstream channels - TVN and Polsat. At the same time thematic channels shares fall.
Source: AGB Research NielsenTVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP SportPolsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport ExtraTVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TVAt Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal , Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 510%
5%
10%
15%
20%
25%
30%
All 16-49 TVP1
TVP2
Polsat
TVN
TVP thematic (7)
Polsat thematic (11)
TVN thematic (10)
AtMedia (49)
Discovery (7)
TVP3
TV4
TVN7
SHARE OF MARKET
TVN and Polsat have the highest share among TV market. At Media is between TVP1 and TVP2 – both are mainstream channels.
Source: AGB Research Nielsen
TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP SportPolsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport ExtraTVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TVAt Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal , Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam ,
SECONDS SOLD
Source: AGB Research Nielsen
Week 39 – highest sell out ever – 6,2 million seconds sold. The reason is progressing fragmentation of TV market (new thematic channels are being launched and monitored – e.g. Polo TV, Rodin TV and SCIFI Universal)
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
Advertising Seconds sold - total market
2006 2007 2008 2009 2010 2011
SECONDS SOLD
Source: AGB Research Nielsen
In 2011 TVP (TVP1 & TVP2) opened more inventory, than in previous years. It exceeded several times 180 000 seconds per week.
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
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000Advertising Seconds sold - TVP
2006 2007 2008 2009 2010 2011
SECONDS SOLD
Source: AGB Research Nielsen
TVN keeps similar level as in previous years, about 100k seconds per week.
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
20,000
40,000
60,000
80,000
100,000
120,000
Advertising Seconds sold - TVN
2006 2007 2008 2009 2010 2011
SECONDS SOLD
Source: AGB Research Nielsen
Polsat increased their inventory to the sell out limit (which is 12 minutes per hour).
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
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Advertising Seconds Sold - Polsat
2006 2007 2008 2009 2010 2011
SECONDS SOLD
Source: AGB Research Nielsen
At Media as a broker modifies their portfolio each year. Currently It is about 3,4 million seconds per week
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
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
Advertising Seconds Sold - AT Media
2006 2007 2008 2009 2010 2011
PRESS ADVERTISING
•Investments•Seasonality•Players and sectors•Publishers
PRINT INVESTMENTS
Till August 2011 advertisers invested over 9% more in comparison to the same period 2010. Free emissions and beneficial last offers may cause the ratecard growth, however it may not translate into increase of net expenditures
Source: Kantar Media
2009 2010 20110
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
2,70
5,23
9,36
4
2,70
4,21
4,48
6
2,94
1,07
1,05
4
Full Year Jan-Aug
+9%
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
Advertisers invested 9% more in press vs. Jan - Aug 2010, but bought only 2% ads more by this period (it is still less by 2% than in 2009)
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 I - XII 2009
Investments I - XII 2010
Investments I - VIII 2011
Insertions I - XII 2009
Insertions I - XII 2010
Insertions I - VIII 2011
SECTORS
We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Telecoms.On the other hand automotive sector is rather pulling back from print media.
Source: Kantar 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
Investments Jan-Aug 2009
Investments Jan-Aug 2010
Investments Jan-Aug 2011
Insertions Jan-Aug 2009
Insertions Jan-Aug 2010
Insertions Jan-Aug 2011
PUBLISHERS
Agora is no1 Publisher, but it’s loosing its potential. Bauer increases its revenues even by 40% (according to M&MP Bauer is the “2011 Publisher of the year”)
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
Investments Jan-Aug 2009
Investments Jan-Aug 2010
Investments Jan-Aug 2011
Insertions Jan-Aug 2009
Insertions Jan-Aug 2010
Insertions Jan-Aug 2011
PRESS – NICE TO KNOW
All newspapers note drop in sales, „Rzeczpospolita” looses the most
All the newspapers recorded declines in sales in August 2011. „Rzeczpospolita” lost the most (12,49%), next is „Gazeta Wyborcza” (12,36%) and “Dziennik Gazeta Prawna” (12,33%).
Source: ZKDP VIII 2010, VIII 2011
Fakt
Gazeta W
yborcza
Super Exp
ress
Rzeczp
ospolita
Dziennik Gaze
ta Prawna
Przegląd Sporto
wy
Puls Bizn
esu80%
85%
90%
95%
100%
105%
August 2010August 2011
Readership of nationwide dailys
In the group of nationwide newspapers Fakt (Ringier Axel Springer) remains the leader (6%). On the second place is Gazeta Wyborcza (Agora) - 5%, 3rd on podium is - free daily Metro
(Agora) - 3%.
Fakt
Gazeta
Wyb
orcza
Metro (d
ziennik
bezpłat
ny)
Super
Expres
s
Rzeczp
ospolita
Przeglą
d Sporto
wy
Echo M
iasta
(dziennik
bezpłat
ny)
Dziennik
Gazeta
Prawna
Gazeta
Podatkowa
Puls Bizn
esu Sport
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All
Readership of opinion weeklies
In the group of weeklies Angora is the leader (7%). On the second place is Newsweek - 4% and
on 3rd place - Polityka - 4%.
Angora Newsweek Polityka Wprost Uważam Rze inaczej pisane
Przekrój Forum0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All
Readership of biweeklies
In the group of biweeklies Przyjaciółka (Edipresse) is the leader (9,37%). In the second place is Tina (Bauer) - 8,49% and in 3rd place – Pani Domu (Edipresse) - 8,42%.
Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All
Przyjac
iółka Tina
Pani D
omuViva
Z Życi
a Wzię
teGala
Party Ż
ycie G
wiazd
Tele
Świat
Komputer Św
iat
Show M
agazy
n o Gwiazdach
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
Readership of monthlies(June : August 2011)
In the group of monthlies Twój Styl is the leader (Bauer) - 6,41%. In the second place is Claudia (G+J) – 5,12% and
in 3rd place – Poradnik Domowy (Agora) – 4,63%.
Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
19th September - a new weekly opinion „Wprost Przeciwnie" (3S Media) did not debut on the market . After Ruch’s decision (refusal to distribute this title) the publisher postponed
the start of the weekly by one week.After publishing three issues „Wręcz Przeciwnie” vanished from our market.
Ruch refused to distribute „Wprost Przeciwnie”. Weekly’s debut delayed.
The first issue of the new economic biweekly "Bloomberg Businessweek" (Platforma Mediowa Point Group) appeared on the market on 19th September.
New economic title on the market: Bloomberg Businessweek Polska
„Sekrety Nauki" - a new title from G + J Poland
„Sekrety Nauki" is a new popular science magazine launched by G + J Polska on 19th
September. The title prepared by the editors of „Focus” is to have a lighter nature.
"Flash" - a new title Edipresse about the stars and style
In the second half of October new biweekly will appear on the market - "Flash. Gwiazdy & Styl”. This is the first magazine, which was created by the concept of 50/50 – 50% of the
content will be about the life of stars, the other half – about fashion and beauty.
OUTDOOR ADVERTISING
•Investments•Seasonality•Market shares•Ad types
OUTDOOR INVESTMENTS
It is assumed that the revenues shall be higher especially in Autumn, as a result of parliamentary elections.
Source: Kantar Media
2009 2010 20110
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,600,000,000
1,800,000,000
2,000,000,000
824,
646,
395
768,
929,
959
797,
077,
518
Full Year Jan-Aug 2011
+4%
SEASONALITY
We observe a typical seasonality of media expenditures, with peak months from March till June and from September till October.
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
2009 2010 2011
MARKET SHARES
Outdoor market is consolidated. Over 85% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with 27% share is on the second position.
Source: Kantar Media
31%
18%
14%
10%
12%
14%
2009 AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
NEWS OUTDOOR POLAND
Others
30%
19%
15%
10%
10%
15%
2010 AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
NEWS OUT-DOOR POLAND
Others
32%
27%16%
10%
15%
Jan-Aug 2011AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
MOST POPULAR AD TYPES
Investments on Billboards are decreasing, but we can also observe growth of expenditures on Citilights (by 18%). Investments on Frontlights and Backlights are on a stable level.
Source: Kantar Media
Frontlight Citylight Billboard Backlight0
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
Jan-Aug 2009 Jan-Aug 2010 Jan-Aug 2011
OOH – NICE TO KNOW
Studio55 presented the new form of the advertising medium – Sky Board. The area over 200 m2.
The “Tube“ is made of PVC material about dimensions of 12m of the width and the diameter 2.5m.
Below a flag is suspended from ultra light polyester material about format 12m x 12m or 12m x 14m.
Sky Board – new advertising medium
On Handy Media handles a new advertising action of the Dilmah tea started.QR code is a part of the layout, which after scanning by mobile phones, redirects consumers
to a continuation of the campaign on the website.
QR code in OOH campaign
CINEMA ADVERTISING
CINEMA INVESTMENTS
Source: Kantar Media
Advertisers invested over 4% more till August 2011, in comparison to the same period 2010 (considering monitored players: NAM and Multikino).
2009 2010 20110
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
255,
540,
695
401,
393,
304
418,
290,
052
Full Year Jan-Aug 2011
+4%
SEASONALITY
As a consequence of the economic slowdown we observe a decrease of media expenditures in the second half of the year.
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
2009 2010 2011
Source: Kantar Media
TOP SECTORS IN CINEMA ADVERTISING
Till August 2011 biggest sectors are Leisure, Food and Telecoms. Financial and Media sectors increase their shares, whereas Hygiene and Automotive sectors are rather in retreat.
2009 2010 Jan-Aug 20110%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
12% 14%20%
18% 17%16%
16% 13%14%
4% 4%
7%8%5%
7%11%
10%
6%8%
11%6%
3% 2% 5%
6%5%
2%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
CLOTHING & ACCESSORIES
PHARMACEUTICAL PRODUCTS, MEDICINE
COMPUTER & AUDIO VIDEO
HYGIENE & BEAUTY CARE
RETAIL
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
OTHERS
TRAVEL / TOURISM / HOTELS & RESTAURANTS
AUTOMOTIVE
BEVERAGES & ALCOHOLS
MEDIA, BOOKS, CDs AND DVDs
FINANCIAL
TELECOMS
FOOD
LEISURE
Source: Kantar Media
MARKET SHARE
Polish cinema market is very consolidated – there are only 2 media owners which are monitored.Share of Multikino revenues constantly grows for the last couple of years
25%
75%
2009
MULTIKINO
NEW AGE MEDIA 35%
65%
2010
MULTIKINO
NEW AGE MEDIA 41%
59%
Jan-Aug 2011
MULTIKINO
NEW AGE MEDIA
RADIO ADVERTISING
•Investments•Seasonality•Media owners•Media shares
RADIO INVESTMENTS
Radio market revenues increased by 32%.One of the reasons is high inflation in 2011. By the end of 2011 the dynamic shall slow down as a result of economic slowdown.
Source: Kantar Media
2009 2010 20110
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
1,30
2,83
6,68
0
1,50
4,85
2,83
0
2,00
2,09
3,76
0
Full Year Jan-Aug
+33%
SEASONALITY
We observe a typical seasonality of media expenditures, with peak months from March till June.
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
2009 2010 2011
MARKET SHARES (MEDIA OWNERS)
Radio market is consolidated. About 98% of the market is held by 5 biggest media owners. Group RMF has the highest revenues (39% of radio market in Poland). Next on the podium is Eurozet, however losses its share.
Source: Kantar Media
28%
26%22%
13%
7% 3%
2009GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
AGORA S.A.
POLSKIE RADIO
Others
33%
26%
20%
11%
8% 2%
2010 GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
AGORA S.A.
POLSKIE RADIO
Others
40%
20%
16%
12%
10% 2%Jan-Aug 2011
MARKET SHARES (STATIONS)
For the last years RMF FM and Zet have been the biggest radio stations on Polish market.An important role is played by radio packages like: Drapacz Chmur, Package Złote Przeboje, RMF na Maxxxa and a ot more.
Source: Kantar Media
25%
22%
3%1%
49%
2009RMF FM
ZET
PR 3
PR 1
Others
27%
21%
3%2%
47%
2010RMF FM
ZET
PR 3
PR 1
Others
33%
17%
5%3%
42%
Jan-Aug 2011
RADIO – NICE TO KNOW
*Source: Radio Track, wave: June 2010 - August 2010 vs. June 2011 – August 2011. TG all
Radio consumption
Radio consumption in Poland is stable. Decreases were recorded only at the level of 1 percentage point, within the total listening time of the radio station and the number of listened radio
stations. It shows the loyalty of listeners to their medium.
Total number of minutes of daily listening Total number of stations’ daily listeners
more than 1 h more than 4 h more than 8h
70%
36%
17%
69%
35%
17%
20102011
1 station 2 stations 3 stations and more
41%
23%
14%
40%
23%
14%
20102011
Nationwide audience survey
RMF Group remains the leader of the market. Radio packages dominate like in the corresponding period last year. Weekly reach remains more or less at the same level.
*Source: Radio Track, wave: June 2011 – August 2011. TG all
RMF 3
D Extra
RMF 3
D
RMF n
a MAXXXa
RMF z
KLASA
RMF F
M
ZET
TOTA
L
ZET
Barometr
Plus
ZET
Barometr
Pak
iet O-O
kular
nik
ZET
Barometr
Young
Drap
acz Chmur P
lus Z
ET
Drap
acz Chmur
Drap
acz Chmur Y
oung
Total
Time
PR 1
ESK
A Siec
Tro
jka Pre
mium
Audyto
rium Pre
mium P
R 3
Audyto
rium 17
Pak
iet Niezal
eznych
AGORA
RMF M
AXXX
Pak
iet Zlote
Przeboje
ESK
A ROCK Siec
TOK FM
PLA
NETA FM
Waw
a
SIEC
PLUS
Clas
sic PiN
RMF C
lassic
ANTY
RADIO Si
ec P
R 4
CHILL
I ZET
ROXY FM
Rad
io PIN0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
Weekle reach June-August 2010Weekle reach June-August 2011
RMFON.pl replaces Miastomuzyki.pl
A web service ‘Miastomuzyki.pl’ owned by RMF Group changed the name to ‘RMFON.pl’. At the same time the positioning has been changed from the music website to Internet radio
station. Along with the changeover, ‘Miastomuzyki.pl’ web service gained a new layout and structure
as well.Currently, there is only 7 instead of the previous 17 categories on the site.
ONLINE ADVERTISING
Internet market in Poland will grow at an average annual rate of 14%
Boston Consulting Group data shows that in 2009 the share of the Internet economy in the Polish GDP amounted about 2,7% (35,7 mld PLN ). In 2015 it will be 4,1%, which means that the average annual growth rate will amount about 14%.
As pointed out by Gregory Cimochowski with BCG, Poland will be one of the European leaders in terms of growth. The forecast for average annual growth in the Czech Republic is at level of 12% and in Germany - at 8%.
Source: http://www.bankier.pl/wiadomosc/BCG-Rynek-internetu-w-Polsce-bedzie-rosl-sredniorocznie-o-14-2401805.html http://forsal.pl/artykuly/512854,polska_gospodarka_internetowa_z_trudem_gonimy_europe.html
Media Market – Inflation
• We estimate that the highest media inflation is for Search ( +12%), what generally is caused by continuous increase of popularity of that medium among marketers. In 2010 internet consumption in Poland increased up to 55%.
Source: OMD estimations
Digital market trends
Smartphones sales in Poland in 2010
Polish Facebook users in 2010
98% of Polish Internet users use search engines
Along with increasing availability of broadband Internet there are new possibilities to use
online video ads.
111% Increase.
15% Increase.
• Cost effectiveness• Precise targeting
Search Engines
• Engagement• Snowball effect
Social network
• The development of broadband• Better quality contentVideo
• Low clutter• Great opportunities (mobility)Mobile
Source: OMD estimations
Promotion of a new advertising slogan - The Calls for a Carlsberg
Carlsberg used one of Belgian cinemas to conduct interesting social experiment to support a new brand slogan. The video became a hit on YouTube (more than 4,3 million page views within two weeks !). The scenario was simple:
„Carlsberg stunts in Belgium with 148 bikers in a movie theatre.Some innocent couples want to take their seat, but the room is filled with not-so- friendly looking gentlemen... How will they react? „
http://www.youtube.com/watch?v=RS3iB47nQ6E&feature=player_embedded
Source: http://www.wirtualnemedia.pl/artykul/carlsberg-akcja-promujaca-nowe-haslo-reklamowe-hitem-na-youtube-wideo
Gillette Venus Embrace – Buzz Media
Top 10 popular bloggers interested in fashion and beauty have prepared a total of 30 videos, which described their impressions after testing new razors and gel - Gillette Venus Embrace.Within 3 weeks all movies were watched over 67 thousand times and all blogs reached more than 280,000 page views. On the blog brunettep.blogspot.com much over 18% of internet users have declared their interest in buying new products.
Results: Increase the visibility of the brand by 40%Increase participation in the discussion on women's portals to 51%.
Source: http://www.iabpolska.pl/images/stories/poradniki_iab/CASE%20STUDIES_IAB.pdf
INSPIRATION POINT
Find us on Facebook
Looking for more inspiration…?
• 2016. Beyond the Horizon – PHD media publication
Below you’ll find links to inspiring actions:
• We are boasting about – Effie Awards 2011 nominations for Media Direction Group
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]