Media landscape updater 2011

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.


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.


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


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


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


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


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


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


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)


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.


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



Insertions Jan-Aug 2009



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







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%


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%.


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%.


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.


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.


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.


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


NEWS OUT-DOOR POLAND

Others

32%

27%16%

10%

15%

Jan-Aug 2011AMS

STROER POLSKA

CITYBOARD MEDIA


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.


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


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.


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


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


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.


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.


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.


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.


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

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

http://www.facebook.com/pages/Media-Direction-Group/232129173464267?ref=ts



http://www.facebook.com/photo.php?fbid=282996548377529&set=a.243803842296800.72804.232129173464267&type=1&theater

http://www.facebook.com/photo.php?fbid=287728941237623&set=a.243803842296800.72804.232129173464267&type=1&theater

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]

Media landscape updater 2011

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