Media landscape updater - 2011 summary

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MEDIA LANDSCAPE UPDATER 2011 SUMMARY b y

Transcript of Media landscape updater - 2011 summary

Page 1: Media landscape updater - 2011 summary

MEDIA LANDSCAPE UPDATER2011 SUMMARY

by

Page 2: Media landscape updater - 2011 summary

AGENDA1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising

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MEDIA SNAPSHOT

• Media investments• Media mix• Biggest players• Sectors

Page 4: Media landscape updater - 2011 summary

MEDIA MARKET EXPENDITURES

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, OMD estimations

In 2011 media market net expenditures increased by ca. 3% (net expenditures). We estimate in 2012 net expenditures shall rise only by 0,5%.

2008 2009 2010 2011 20120

5,000,000,000

10,000,000,000

15,000,000,000

20,000,000,000

25,000,000,000

30,000,000,000

21,4

56,4

08,3

30.0

0

22,0

69,8

06,9

09.0

0

26,0

08,5

92,9

65.0

0

26,9

69,6

08,6

99.0

0

28,2

67,7

30,1

39.2

0

7,68

1,87

7,20

1.66

7,03

0,79

5,87

7.08

7,29

1,49

8,80

7.69

7,51

4,19

1,70

9.60

7,55

1,49

1,77

6.11

Ratecard Net est.

+3%+0,5%

+4%-8%

+3%+18%

+4%+5%

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MEDIA MIX (BASED ON NET ESTIMATIONS)

Internet is the fastest developing medium in Poland taking second rank in media spend.

Source: Kantar Media, net net expenditures

2008 2009 2010 2011 20120%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

48% 48% 49% 47% 48%

12% 15% 16% 17% 18%

13%11%

11% 11% 10%

8% 8% 8% 9% 9%

10% 9% 8% 8% 7%

7% 8% 7% 6% 6%

Television Internet Magazines Radio Newspapers Outdoor Cinema

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20 BIGGEST PLAYERS YTD TOTAL

Major reshuffle among top 20 players is observed on Polish media market. Previous No.1 Unilever was dethroned by Aflofarm – marketer No. 8 in 2010 and No. 14 in 2009.

Source: Kantar Media, ratecard expenditures

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SECTORS YTD TOTAL

For the last three years top 3 sectors are: food, medicines and telecoms.

Source: Kantar Media

20092010

Jan-Dec 2011

0%

20%

40%

60%

80%

100%

14%15%

13%

14%13%

12%

9%11%

12%

8%8%

9%

10%10%

9%

7%6%

8%

8%7%

7%

7%7%

7%

6%6%

6%

4%4%

5%

5%5%

4%

COMPUTER & AUDIO VIDEO

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

TRAVEL / TOURISM / HOTELS & RESTAURANTS

CLOTHING & ACCESSORIES

BEVERAGES & ALCOHOLS

LEISURE

AUTOMOTIVE

OTHERS

MEDIA, BOOKS, CDs AND DVDs

FINANCIAL

HYGIENE & BEAUTY CARE

RETAIL

PHARMACEUTICAL PRODUCTS, MEDICINE

TELECOMS

FOOD

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TV ADVERTISING• Average Time Viewed• All time viewing• Commercial impact• Minutes sold• Nice to know

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AVERAGE TIME VIEWED

Source: AGB Nielsen Media Research

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 51100

120

140

160

180

200

220

240

260

280

300

2010 2011

Due to the structure of the Polish society (70% of them living in small cities and villages) TV is still well consumed (over 3h 20min per day).

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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 16-49

TVP1

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 decrease of shares of mainstream channels - TVN and Polsat. The increase of the share of thematic channels is caused by unattractive offer of  big channels' broadcast programming during winter months.

Source: AGB Nielsen Media Research

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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 51

-5%

0%

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

Polsat nad TVN have the highest share among TV market. At Media is between TVP1 and TVP2.

Source: AGB Nielsen Media Research

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GRP’S TOTAL

Source: AGB Nielsen Media Research, TG: ALL 16-49

GRP’s level dynamics slows down visibly in recent years (+3%) in 2011 YoY.

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

-4%

+20%

+14%

+8%

+12%

+12%

+9%+2%

+13%

+7%

+3%

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SECONDS SOLD

Source: AGB Nielsen Media Research

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

Over 20% more seconds were sold by broadcasters in 2011.

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SECONDS SOLD

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

In the last quarter of 2011 TVP (TVP1 & TVP2) had less inventory than in the 3td one. It exceeded 90 000 seconds per week. In the end of the year intensity of campaigns falls, as usually.

Source: AGB Nielsen Media Research

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SECONDS SOLD

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 is lower during the winter months what reflects traditional seasonality on Polish media market. The 4Q of 2011 was worse for TVN in comparison to the same period in previous years. That may be caused by crisis on the markets.

Source: AGB Nielsen Media Research

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SECONDS SOLD

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

Polsat increased their inventory to the sell out limit (which is 12 minutes per hour). There is no big disproportion between winter months and the rest of the year.

Source: AGB Nielsen Media Research

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SECONDS SOLD

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

At Media as a broker modifies their portfolio regularly. The more stations are included in the package the more inventory may be sold.

Source: AGB Nielsen Media Research

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TV – NICE TO KNOW

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EACH YEAR NUMBER OF MONITORED CHANNELS INCREASES

By the end of 2011 about 92 Polish-language channels were monitored by AGB Nielsen Media Research

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2011 HITS

Program Audience GRP's

X FACTOR /PROG.ROZR.POL./ 3 033 737 16,54%

FAKTY 2 358 972 12,86%

MAM TALENT! / PROGR./ROZR./ 2 318 042 12,64%

PRZEPIS NA ZYCIE /SER.KOM.OBYCZ.POL./

1 985 831 10,83%

GALIMATIAS CZYLI KOGEL MOGEL II /KOM.POL./

1 944 028 10,60%

Program Audience GRP's

WYDARZENIA 3 182 845 17,36%

KEVIN SAM W NOWYM JORKU 2 368 650 12,92%

KEVIN SAM W DOMU 2 263 091 12,34%

MUST BE THE MUSIC - TYLKO MUZYKA /PROGR.ROZR.POL./

2 230 823 12,17%

KSW 17 - ZEMSTA /REP.POL./ 2 164 358 11,80%

Program Audience GRP's

RANCZO /SER.KOM.POL./ 3 067 081 16,73%

MECZ TOWARZYSKI PILKI NOZNEJ /TRANSMISJA/

2 787 814 15,20%

WIADOMOSCI 2 575 760 14,05%

BENEFIS ADAMA MALYSZA /PROG.ROZ./

2 546 629 13,89%

SPORT /SERWIS SPORT./ 2 352 357 12,83%

Program Audience GRP's

M JAK MILOSC /TELENOW.POL./ 3 318 071 18,09%

TELEKAMERY TELETYGODNIA 2011 - WIECZOR GALOWY /RELACJA/

2 686 742 14,65%

KULISY SERIALU M JAK MILOSC 2 368 017 12,91%

MISTRZOSTWA SWIATA MEZCZYZN W PILCE RECZNEJ /TRANSM./

2 196 645 11,98%

BITWA NA GLOSY / ZAPOWIEDZ/ 2 162 746 11,79%

Source: AGB NMR

Page 21: Media landscape updater - 2011 summary

PRESS ADVERTISING

• Investments• Seasonality• Players and sectors• Publishers• Print - nice to know

Page 22: Media landscape updater - 2011 summary

PRINT INVESTMENTS

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

In 2011 advertisers invested over 6% more in comparison to the same period of 2010. Free emissions and beneficial last offers might cause the ratecard growth, however it may not translate into significant 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

4,40

2,24

4,7

08

4,45

2,43

0,0

98

4,73

9,08

2,1

25

Full Year

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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 6% more in press vs. 2010, but bought same number of ads 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 - XII 2011

Insertions I - XII 2009

Insertions I - XII 2010

Insertions I - XII 2011

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SECTORS

We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Financial sector.On the other hand Automotive sector, Retail and Food are 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

700,000,000

800,000,000

900,000,000

1,000,000,000

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

Investments Jan-Dec 2009

Investments Jan-Dec 2010

Investments Jan-Dec 2011

Insertions Jan-Dec 2009

Insertions Jan-Dec 2010

Insertions Jan-Dec 2011

Page 25: Media landscape updater - 2011 summary

PUBLISHERS

Agora is no1 Publisher, but it’s loosing its potential. Bauer increases its revenues even by 38%.

Source: Kantar Media, M&MP

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

900,000,000

1,000,000,000

0

20000

40000

60000

80000

100000

120000

140000

Investments Jan-Dec 2009

Investments Jan-Dec 2010

Investments Jan-Dec 2011

Insertions Jan-Dec 2009

Insertions Jan-Dec 2010

Insertions Jan-Dec 2011

Page 26: Media landscape updater - 2011 summary

PRESS – NICE TO KNOW

Page 27: Media landscape updater - 2011 summary

PRINT MARKER – BIGGEST PUBLISHING GROUPS

Page 29: Media landscape updater - 2011 summary

WHAT’S NEW IN 2011

• „Gala” was transformed from a weekly to biweekly magazine what made average sales increase to 141 000 copies per month.

• In March the first special issue of „Party” – „Party Style” appeared on the market.

• In February an opinion forming weekly magazine „Uważam Rze” appeared. Contemporary it has the second place among weeklies opinion.

• In July 2011 a new monthly scientific magazine „Świat Wiedzy” was launched by Bauer. In September G+J launched a similar title: „Sekrety Nauki”.

• Magazine „Top Gear” previously published by Burda Media, has a new owner – Ringier Axel Springer.

• People magazine „Flesz” (Edipresse publisher) appeared in October – the first 3 editions were sold in 500 000 copies.

• In order to attract new customers Publishers turn to new solutions like e-editions on tablets (Rzeczpospolita, Super Express, gazeta Wyborcza, Newsweek, Polityka, etc)

Page 30: Media landscape updater - 2011 summary

CHANGES ON THE PRINT MARKET - 2011

In October 2011 magazine Cars vanished from the market – publisher Zwierciadło

Debut of business weekly magazine in September 2011 – publisher AWR Wprost

„Życie Warszawy” published by Presspublica was closed in December

2011. From Dec. 2011 title is only a supplement to Rzeczpospolita

Uważam Rze (Presspublica) – new opinion forming weekly magazine, from Feb 2011

New „people magazine” from October 2011 – publisher Edipresse Group

New magazine for men from November 2011 – publisher Ginza Group

Page 31: Media landscape updater - 2011 summary

2009-01

2009-02

2009-03

2009-04

2009-05

2009-06

2009-07

2009-08

2009-09

2009-10

2009-11

2009-12

2010-01

2010-02

2010-03

2010-04

2010-05

2010-06

2010-07

2010-08

2010-09

2010-10

2010-11

2010-12

2011-01

2011-02

2011-03

2011-04

2011-05

2011-06

2011-07

2011-08

2011-09

2011-10

2011-11

2011-120

100000

200000

300000

400000

500000

600000

Fakt SuperExpress Gazeta Wyborcza Dziennik Gazeta Parwna Rzeczpospolita

READERSHIP OF DAILY NEWSPAPERS

„Fakt” (tabloid) is constantly the leader among dailies, the second is „Gazeta Wyborcza” (nationwide opinion forming title).

Generally, for the last years we observe a slight decrease in dailies readership.A significant increase was only visible in April 2010 after Smolensk plane crash.

Source: ZKDP

Page 32: Media landscape updater - 2011 summary

2009-01

2009-02

2009-03

2009-04

2009-05

2009-06

2009-07

2009-08

2009-09

2009-10

2009-11

2009-12

2010-01

2010-02

2010-03

2010-04

2010-05

2010-06

2010-07

2010-08

2010-09

2010-10

2010-11

2010-12

2011-01

2011-02

2011-03

2011-04

2011-05

2011-06

2011-07

2011-08

2011-09

2011-10

2011-110

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000Polityka Wprost Gość Niedzielny Uważam Rze Newsweek Przekrój Angora

READERSHIP OF WEEKLY OPINION FORMING MAGAZINES

Angora is the leader among weekly reviews. We do not observe a significant decline of readership in this group of titles. „Przekroj” notes a slight decline. „Gość Niedzielny” – catholic weekly, has high position among others weekly reviews. „Uważam Rze” notes very high readership – on the same level as „Polityka”.

Source: ZKDP

Page 33: Media landscape updater - 2011 summary

OUTDOOR ADVERTISING

• Investments• Seasonality• Market shares• Ad types• ooh nice to know

Page 34: Media landscape updater - 2011 summary

OUTDOOR INVESTMENTS

In 2011 advertisers invested over 5% more in comparison to the same period of 2010 (on the ratecard basis).

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

1,22

9,50

8,0

66

1,18

5,67

5,8

51

1,24

6,98

5,8

93

Full Year

+5%

Page 35: Media landscape updater - 2011 summary

SEASONALITY

We observe a typical seasonality of media expenditures, with peak months from March till June and from September till December.

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

Page 36: Media landscape updater - 2011 summary

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

30%

19%15%

10%

10%

15%

2010AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

NEWS OUTDOOR POLAND

Others

31%

18%14%

10%

12%

14%

2009AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

NEWS OUTDOOR POLAND

Others

32%

27%

16%

10%

15%

Jan-Dec 2011AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

Others

Page 37: Media landscape updater - 2011 summary

MOST POPULAR AD TYPES

Source: Kantar Media

Frontlight Citylight Billboard Backlight -

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

Jan-Dec 2009 Jan-Dec 2010 Jan-Dec 2011

Investments on Billboards are decreasing, but we can also observe growth of expenditures on Citilights (by 16%) and Frontlights.

Page 38: Media landscape updater - 2011 summary

OOH – NICE TO KNOW

Page 39: Media landscape updater - 2011 summary

2011 SUMMARY - CARRIERS

Number of standard billboards (12m2) significantly decreases in the last few years. In 2011 still the most popular formats were Frontlights 6x3m and Citylights (1,2x1,8m).

XII 2009 XII 2010 XII 20110

200

400

600

800

1,000

1,200

1,400

1,600

1,8001,705

1,571

1,321

frontlight 12x3 m frontlight 12x4 m backlight 6x3 mbacklight 8x4 m backlight scroll 9m2

XII 2009 XII 2010 XII 20110

5,000

10,000

15,000

20,000

25,00023,536

21,62020,367

standard 12m2 frontlight 6x3 m CLP

Page 40: Media landscape updater - 2011 summary

WHAT’S NEW IN 2012

EURO 2012 football Championship will be in June.

It is expected to achieve better sales results in the second rather than in the first half of the year.

Probably the profitability of individual companies Out Of Home will increase.

Very important will be settle in the advertising business in Warsaw and Wroclaw (tender for bus shelters should be solved).

Perhaps there will be a major shift in the use of so-called "road belt" for situating advertising media.

Page 41: Media landscape updater - 2011 summary

ZYWIEC 155 ANNIVERSARY

On the occasion of 155 anniversary of the brewery Zywiec, the Limited Edition Bock Beer Zywiec appeared on the market. That is why residents of the largest Polish cities, can make a

toast together with characters placed on a unique project on a 3D lenticular printing. http://www.youtube.com/watch?v=lXUXY_I-YpY&feature=player_embedded

Page 42: Media landscape updater - 2011 summary

BMW CUBE

In January in Zakopane stood cube with the latest model of BMW xDrive. The campaign was backed up with the exhibition on 12x4 structures. Additionally, throughout the month, 6 cars

were available for test drive.

Page 43: Media landscape updater - 2011 summary

CINEMA ADVERTISING

Page 44: Media landscape updater - 2011 summary

CINEMA INVESTMENTS

Source: Kantar Media

Advertisers invested over 7% more in 2011 vs. 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

800,000,000

481,

186,

101

663,

837,

150

709,

250,

418

Full Year

+38%

+7%

Page 45: Media landscape updater - 2011 summary

SEASONALITY

In 2011 we observed two peaks in June and November.

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

100,000,000

2009 2010 2011

Page 46: Media landscape updater - 2011 summary

Source: Kantar Media

TOP SECTORS IN CINEMA ADVERTISING

In 2011 biggest sectors were Leisure, Food and Telecoms. Financial and Media sectors increase their shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat.

Series10%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12% 14%20%

18% 17%15%

16% 13%14%

8% 11%8%

8% 5%7%

11% 10%7%

4% 4% 6%5% 8% 5%

3% 2% 3%1% 3%

CLOTHING & ACCESSORIES

PHARMACEUTICAL PRODUCTS, MEDICINE

HYGIENE & BEAUTY CARE

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

RETAIL

TRAVEL / TOURISM / HOTELS & RESTAURANTS

OTHERS

COMPUTER & AUDIO VIDEO

FINANCIAL

BEVERAGES & ALCOHOLS

MEDIA, BOOKS, CDs AND DVDs

AUTOMOTIVE

TELECOMS

FOOD

LEISURE

Page 47: Media landscape updater - 2011 summary

Source: Kantar Media

MARKET SHARE

Polish cinema market is very consolidated – there are only 2 media owners which are monitored (third biggest player - Kinads).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 44%

56%

Jan-Dec 2011

MULTIKINO

NEW AGE MEDIA

Page 48: Media landscape updater - 2011 summary

CINEMA – NICE TO KNOW

Page 49: Media landscape updater - 2011 summary

VIEWERS RETURN TO CINEMAS

Source: NAM

After weaker 2010 in 2011 we observe 2% growth of cinema audience, however it is still less by 2% than in record 2009.

2009 2010 20110

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

45,000,000

39,1

99,5

30

37,4

97,4

21

38,3

57,6

48

Full Year

-4% +2%

Page 50: Media landscape updater - 2011 summary

SEASONALITY

Source: NAM

Viewers more often choose winter season, however tempted by spectacular productions also choose mid-season months.

January

February

March

AprilMay

JuneJuly

August

September

October

November

December

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

2011 2010 2009

Page 51: Media landscape updater - 2011 summary

TOP TEN (BOX OFFICE)- 2011

źródło: boxoffice.pl

1,7 M.

0,9 M.

1,5 M.

0,9 M.

1,2 M.

1 M. 0,8 M.

1,4 M.

1,2 M.

2,3 M.

There are three Polish productions on the podium.

Page 52: Media landscape updater - 2011 summary

Trójmiasto

OlsztynBydgoszcz

Szczecin

Toruń

Warszawa

łódźPoznań

częstochowawrocław

Opoleagl. katowicka

KrakówB.-Biała

Radom

Kielce

Rzeszów

Lublin

GorzówWlkp.

Białystok

Zielona Góra

Płock

Piła

Lubin Piotrków Trybunalsk

iLegnica

kalisz

Wałbrzych

• 36 cities• 62 cinemas• 500 screens

Kino Muranów

Cinema 3D - KłodzkoBochnia

Krynica Zdrój

Brzeszcze

Kęty

Oświęcim

Limanowa

TrzebiniaDąbrowa Tarnowska

Poznań (3)

Radom

Rumia

Koszalin

SopotGdańsk

Gdynia

Elbląg

Bydgoszcz

Włocławek

Warszawa (4)

Łódź

Wrocław x 2

Zabrze

Rybnik KrakówKraków x2

Kino Atlantic

Szczecin

Rzeszów

Wadowice

• 27 cities• 37 cinemas• 237 screens

MARKET CONCENTRATION

Page 53: Media landscape updater - 2011 summary

RADIO ADVERTISING

• Investments• Seasonality• Media owners• Media shares• Radio – nice to know

Page 54: Media landscape updater - 2011 summary

RADIO INVESTMENTS

Radio market revenues increased by 26% in 2011 (on the net basis we estimate the increase on the level of up to 20%). We observe that in 4Q of 2011 the dynamic slowed 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

2,11

0,29

9,4

43

2,47

8,23

3,1

45

3,11

9,21

9,0

51

Full Year

+26%

Page 55: Media landscape updater - 2011 summary

SEASONALITY

We observe a typical seasonality of media expenditures, with peak months from March till June and from September till December.

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

Page 56: Media landscape updater - 2011 summary

KULCZYK TRADEX

POLOMARKET

EUROPLANT PHYTOPHARM

NETIA

GENERAL MOTORS POLAND

TESCO POLSKA

MERCEDES-BENZ POLSKA

RENAULT POLSKA

LEKAM

CANAL+ CYFROWY

TOTALIZATOR SPORTOWY

POLKOMTEL

POLSKA TELEFONIA CYFROWA

FIAT AUTO POLAND

OLIMP LABORATORIES

PTK CENTERTEL

EURO-NET WARSZAWA

LIDL POLSKA SKLEPY SPOŻYWCZE

METRO GROUP

AFLOFARM

0 100,000,000 200,000,000 300,000,000 400,000,000

18,707,026

19,157,727

19,195,392

19,676,047

20,190,009

20,316,304

21,260,973

22,734,184

23,000,456

25,383,635

28,849,468

32,063,736

33,280,537

33,599,720

64,696,670

68,214,762

73,122,237

74,176,957

129,097,125

363,506,270

2011 2010

99,1%

40,6%

128,0%

-8,7%

58,1%

250,9%

-7,8%

-41,4%

-1,4%

14,8 %

3,5 %

100,1 %

0,0 %

0,2 %

37,4 %

31,5 %

16,6%

141,7 %

24,7 %

Source: Ad Expert 2011/2010 (ratecard, without autopromotion)

ADVERTISERS – TOP 20

Aflofarm – the biggest player on the Polish market (regarding ratecard/net expenditures) is also most active in radio. Significant increase of radio expenditures is noted by Lidl and Metro Group.

Page 57: Media landscape updater - 2011 summary

32%

14%

10%

28%

25%

21%

27%

5%

6%

Market share

26%

Musical formats of the broadcasting station:

AC – Adult Contemporary (RMF, Zet) CHR – Contemporary Hit Radio (Eska, RMF Maxxx)Oldies (Złote Przeboje, VOX)Classic (RMF Classic, Chillout (ChilliZET)News & Talk (TOK FM)Rock (Antyradio, Eska Rock)Soft AC (Plus)Jazz/Funky/Chillout (PIN)All Polish (Wawa)

RADIO MARKET - PROPERTY GROUPS

Source: Raio Track Millword Brown SMG/KRC X-XII 2011, TG:All 15+

Daily reach

Page 58: Media landscape updater - 2011 summary

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

29%

26%3%

13%

7% 3%

2009GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

AGORA S.A.

POLSKIE RADIO

Others

33%

25%

20%

12%

8% 2%

2010 GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

AGORA S.A.

POLSKIE RADIO

Others

39%

20%

17%

12%

10% 2%

Jan-Dec 2011GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

AGORA S.A.

Others

Page 59: Media landscape updater - 2011 summary

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 others.

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

32%

18%

5%3%

43%

Jan-Dec 2011

RMF FM

ZET

PR 3

PR 1

Page 60: Media landscape updater - 2011 summary

RADIO – NICE TO KNOW

Page 61: Media landscape updater - 2011 summary

THE MOST IMPORTANT RADIO NEWS IN 2011

1. New radio packages :

Audytorium Premium (17 regional stations of Polish Radio and 6 more regional stations) – January 2011

RMF 3D Extra (RMF 3D Extra + 18 regional stations) - January 2011

Highway FM (Time + Polish Radio PR1, PR-3, PR 4) - March 2011

O-Okularnik (Agora + Polish Radio Station PR -1, PR-3, PR-4) – July 2011

2. Radio Plus and Vox FM signed an agreement about creating a package of 19 stations called Radio Plus – January 2011

3. There is new radio stations for children - Radio Bajka - June 2011

4. Radio ZET increased price of advertisements for the first time in the last three years – September 2011

Page 62: Media landscape updater - 2011 summary

20 25 30 35 40 45 50 55 600 mln

1 mln

2 mln

3 mln

4 mln

5 mln

6 mln

7 mln

8 mln

9 mln

10 mln

Age of the listener

Dai

ly re

ach

Source: Raio Track Millword Brown SMG/KRC 2011

DAILY REACH AND THE PROFILE OF THE LISTENER

Page 63: Media landscape updater - 2011 summary

Grupa RMF Polskie Radio Eurozet Time Agora

10,848,000.0

6,777,000.0

7,800,000.0

4,471,000.0

1,917,000.0

10,681,000.0

6,694,000.0

7,663,000.0

4,642,000.0

1,969,000.0

2010 2011

3,8%

-- 1,2%

--1, 5 %

-- 1,8%

2,7%

DAILY REACH (MLN)

Source: Raio Track Millword Brown SMG/KRC; 2010 vs 2011

In 2011 Time and Agora noted the highest growth of daily reach (comparing to 2010) .Eurozet, RMF Group and Polskie Radio loose the audience.

Page 64: Media landscape updater - 2011 summary

Source: Radio Track, Millward Brown SMG/KRC; 2010 vs 2011

Daily reach (mln) Share of market (%)

PiN

PR Czwórka

Roxy

Chilli Zet

Antyradio

RMF Classic

Wawa

PR 2

PLUS

TOK FM

Eska Rock

Planeta

Maryja

Złote Przeboje

RMF MAXXX

PR 3

Audytorium 17

ESKA

PR 1

ZET

RMF FM

0 2,000 4,000 6,000 8,000 10,000 12,000

87

207

121

216

302

370

393

339

393

563

747

565

978

1,355

1,606

2,757

2,574

3,554

4,146

6,693

9,481

2011 2010

-0,9%

-6,2%

-0,3 %

7,0%

-17,0%

0,5%

-18,5%

22,0%

21,3%

-2,9%

3,3%

3,1%

4,4%

-3,9%

12,3%

-9,8%

2,7%

5,4%

4,3%

97,1%

3,6%PiN

PR Czwórka

Roxy

Chilli Zet

Antyradio

RMF Classic

Wawa

PR 2

PLUS

TOK FM

Eska Rock

Planeta

Maryja

Złote Przeboje

RMF MAXXX

PR 3

Audytorium 17

Eska

PR 1

ZET

RMF FM

0% 5% 10% 15% 20% 25% 30%

0.17%

0.43%

0.20%

0.45%

0.57%

0.75%

0.81%

0.64%

0.84%

1.30%

1.54%

0.93%

2.13%

2.88%

3.17%

8.22%

5.61%

7.56%

11.90%

16.17%

25.95%

2011 2010

-7,4%

-0,3%

2,2%

7,7%

3,5%

-1,7%

-9,4%

26,2%

19,2%

-6,3%

17,3%

-2,7%

-5,0%

10,2%

6,1%

9,8%

-21,8%

-14,7%

8,8%

96,7%

0,2%

DYNAMICS OF RADIO STATIONS

Page 65: Media landscape updater - 2011 summary

Radio stations Radio groups

LISTENING OF RADIO

Source: Raio Track Millword Brown SMG/KRC, share in the time of listening, avarage time of listening , daily reach (thousand) 2011

In 2011 the highest share in the time of listening was noted by RMF FM (on average over 172 minutes per day).

120 130 140 150 160 170 180 190 2000%

5%

10%

15%

20%

25%

30%RMF FM

Radio Zet

PR 1

PR 3

ESKA

Złote Przeboje

RMF MAXXX

Avarage time of listening

Shar

e in

the

tim

e of

lis

teni

ng

0 50 100 150 200 2500%

5%

10%

15%

20%

25%

30%

35%

40%

Grupa RMF

Polskie Radio

Eurozet

Time

Agora

Avarage time of listeningSh

are

in th

e tim

e of

lis

teni

ng

Page 66: Media landscape updater - 2011 summary

ONLINE

ADVERTISING

Page 67: Media landscape updater - 2011 summary

„Internet is the first medium where I look for information”

(61%, 189 Aff.)

NEW MEDIA TRADITIONAL MEDIA

An important role is played by thematic channels

INTERNET IS THE FASTEST DEVELOPING MEDIUM IN POLAND TAKING SECOND RANK IN MEDIA SPEND

Page 68: Media landscape updater - 2011 summary

Digital is becoming medium nr 2Internet is the fastest developing medium in Poland taking second rank in media spend. This is a very cost efficient medium to reach various target audiences. Therefore while optimizing available budgets marketers turned to safe, proven and effective media avoiding experimentation

POLISH ON-LINE ADVERTISING BUDGETS GROW INTENSIVELY. SOCIAL , MOBILE AND VIDEO ARE THE TOP TRENDS

Ad categories split

Display

Sem

Classifieds

E-mail

Source: Ra port IAB AdEx 2010FY (IAB Pol ska/PwC)

Ratecard expenditures (Mio)

Display advertising continues to be a leader, but Sem share is still growing up.

Polish Internet in numbers:

18 Mio polish Internet users

20 years of polish Internet

14% of Poles have a smart phone

3,7 Mio users use mobile Internet

7,1 Mio users on polish Facebook

7,5 billion PLN spent in e-stores in 2011

2008 2009 2010 2011 -

500

1,000

1,500

2,000

2,500

First half of year expenditures

Annual expenditures

Estimated expenditures for 2011 will exceed two billion

PLN!

More than 95% users watch video content

Page 70: Media landscape updater - 2011 summary

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]