MOLDOVA MEDIA MARKET OVERVIEW 2014
Jan 15, 2016
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*), %
4Economic trends & performance
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
6Economic trends & performance
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, %
Source: Association of Advertising Agencies of Moldova. Advertising market billings include TV, Internet, OOH, Radio & Press. Budgets exclude discounts and commissions.
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
Source: Xplane, Consumer Target Index 2012-2014, TA 12-65, Urban;
38
md.
mai
l.ru
odno
klas
snik
i.md
unim
edia
.md
999.
md
poin
t.md
play
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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, (%)
Source: Xplane, Consumer Target Index 2012-2014, TA 12-65, Urban;
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.
Source: TNS, 2013-2014 / TA: 18-65, Urban 15K+;
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
Source: Xplane, Consumer Target Index 2012-2014, TA 12-65, Urban;
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.
Source: TNS, 2013-2014 / TA: 18-65, Urban 15K+;
53Magazines frequency readingMagazines frequency reading, (%)
Magazines reading -1% vs 2013.In spite has grown reading on weekly frequency.
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 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
Source: Xplane, Consumer Target Index 2012-2014, TA 12-65, Urban;
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
Source: TNS, 2012-2013 / TA: 18-65, Urban 15K+;
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
Source: Xplane, Consumer Target Index 2012-2014, TA 12-65, Urban;
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
1,00 EUR 1,10 EUR 0,90 EUR 0,90 EUR 0,77 EUR 0,57 EUR
16,40 MDL17,97 MDL
14,01 MDL15,05 MDL
14,25 MDL
11,46 MDL
MM Euro
Source: Association of Advertising Agencies of Moldova. Advertising market billings include TV, Internet, OOH, Radio & Press. Budgets exclude discounts and commissions.
- 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
several times a week
several times a month
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, (%)
Source: Xplane, Consumer Target Index 2012-2014, TA 12-65, Urban;
62Radio Market structure
Top 5 Radio station - remain the same with slight growth of potential RCH%.
Radio stations reach, (%)
Source: TNS, 2013-2014 / TA: 18-65, Urban 15K+;
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
Source: Xplane, Consumer Target Index 2012-2014, TA 12-65, Urban;
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 %)
Source: TNS, 2013-2014 / TA: 18-65, Urban 15K+;
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
6,10 EUR 4,90 EUR 5,50 EUR 5,70 EUR 5,45 EUR 5,45 EUR
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
Source: Association of Advertising Agencies of Moldova. Advertising market billings include TV, Internet, OOH, Radio & Press. Budgets exclude discounts and commissions.
-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)
Source: Association of Advertising Agencies in Moldova
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
Source: Association of Advertising Agencies in Moldova
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.