Media landscape updater 2012

MEDIA LANDSCAPE UPDATERJANUARY - APRIL 2012

by

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

MEDIA SNAPSHOT

• Polish media market• Media investments• Media mix• Biggest players• Sectors

INTERNET – KING OF ROI

According to Nielsen ROI for Internet is the highest among all media channels. Above mentioned results are based on the media effectiveness analysis of 2 thousands FMCG campaigns.

Source: http://www.forbes.pl/artykuly/sekcje/strategie/social-media-sprzedaja,27274,1

POLISH MEDIA MARKET IN RECESSION?

Source: Rzeczpospolita

More and more media players estimate Polish media market will decrease vs. previous year. It is believed it will shrink even by 2%.

MEDIA REVENUES YTD TOTAL

After 4 months of 2012 advertisers invested 5% more vs. 2011, while considering media ratecard revenues. Newspapers note -6% decrease of media ratecard revenues – what reflects long-term market trends.

Source: Kantar Media, ratecard expenditures

Cinema

Outdoor

Newspapers

Magazines

Radio

Television

0 2,000,000,000 4,000,000,000 6,000,000,000

Jan - April 2012

Jan - April 2011

Jan - April 2010

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

3,000,000,000

2010 2011 2012

mln

20 BIGGEST PLAYERS YTD TOTAL

Aflofarm remains No1. on media market. The highest increase of media expenditures is noted by Jeronimo Martins (Biedronka) and Coca – Cola (official sponsors of Polish football team and Euro 2012).

Source: Kantar Media, ratecard expenditures

SECTORS YTD TOTAL

Till April 2012 Medicine sector is No.1 with its share on the level of 15%. On the next positions are Telecoms, Food and Retail.

Source: Kantar Media

2010

2011

Jan - April 2012

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11%12%

15%

13%12%

12%

15%

13%12%

8%

9%9%

10%

9%8%

7%

7%8%

6%8%

7%

6%6% 7%

7%7% 7%

4%5% 4%

5%4%

4%

COMPUTER & AUDIO VIDEO

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

TRAVEL / TOURISM / HOTELS & RESTAURANTS

CLOTHING & ACCESSORIES

BEVERAGES & ALCOHOLS

LEISURE

OTHERS

AUTOMOTIVE

FINANCIAL

MEDIA, BOOKS, CDs AND DVDs

HYGIENE & BEAUTY CARE

RETAIL

FOOD

TELECOMS

PHARMACEUTICAL PRODUCTS, MEDICINE

TV ADVERTISING

• Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know

AVERAGE TIME VIEWED

Source: AGB Nielsen Media Research

TV is still well consumed. We estimate average time viewed shall significantly increase during Euro 2012.

0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52100

120

140

160

180

200

220

240

260

280

300

2010 2011 2012

ALL TIME VIEWING (SHR%)

TV is cluttered and share of thematic channels is growing. Mainstream channels fight for the inventory - also by introducing new thematic

stations. Source: AGB Nielsen Media Research, TG:All 16-49

Jan

Feb

Mar

Apr

May Jun Jul

Aug Se

pO

ctN

ov Dec Jan

Feb

Mar

Apr

May Jun Jul

Aug Se

pO

ctN

ov Dec Jan

Feb

Mar

Apr

May Jun Jul

Aug Se

pO

ctN

ov Dec Jan

Feb

Mar

Apr

May Jun Jul

Aug Se

pO

ctN

ov Dec Jan

Feb

Mar

Apr

May Jun Jul

Aug Se

pO

ctN

ov Dec Jan

Feb

Mar

Apr

May Jun Jul

Aug Se

pO

ctN

ov Dec

2007 2008 2009 2010 2011 2012

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

74.4% 71.0% 66.6% 59.3%

25.6% 29.0% 33.4% 40.7%

Share of Viewing by Stations Group (All 16-49)pozostałe Big 4

GRP’S TOTAL

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

By May 2012 total number of generated GRP’s is higher than in 2011. We estimate stronger activity before and during Euro 2012, however not as strong as expected at the beginning of 2012.

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Jan - May 2011

Jan - May 2012

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

-4%

+20%

+14%

+8%

+12%

+12%

+9%+2%

+13%

+7%

+3%

+3,4%

SECONDS SOLD – TOTAL TV


Over 24% more seconds were sold by broadcasters in 2012. It is mainly caused by significant increase of new monitored thematic channels

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

8,000,000

9,000,000 no of seconds sold - Total TV

Total TV 2008 Total TV 2009 Total TV 2010 Total TV 2011

Total TV 2012

weeks

no o

f sec

s

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

52

0

50,000

100,000

150,000

200,000

250,000 no of seconds sold - TVP1+TVP2

TVP 2008 TVP 2009TVP 2010 TVP 2011TVP 2012

weeks

no o

f sec

s

12345678910

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

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40

41

42

43

44

45

46

47

48

49

50

51

52

0

20,000

40,000

60,000

80,000

100,000

120,000 no of seconds sold - TVN

TVN 2008 TVN 2009TVN 2010 TVN 2011

weeks

no o

f sec

s

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

52

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000 no of seconds sold - POLSAT

Polsat 2008 Polsat 2009Polsat 2010 Polsat 2011

weeks

no o

f sec

s

12345678910

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

52

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000 no of seconds sold - AtMedia

AtMedia 2008 AtMedia 2009AtMedia 2010 AtMedia 2011

weeks

no o

f sec

s

TV – NICE TO KNOW

RECORD TV AUDIENCE FOR EURO 2012

Over 13,3 mln people in Poland watched football match Poland – Greece. That is more than most popular match of Euro 2008

PRESS ADVERTISING

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

PRINT INVESTMENTS


At the beginning of 2012 print revenues increased by 2% (mainly thanks to increase of magazines revenues). We predict rather decrease of investments in the 2H of 2012.

2010 2011 20120

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

4,45

2,43

0,09

8

4,73

9,08

2,12

5

1,31

1,34

4,76

5

1,45

3,92

5,75

8

1,48

7,93

0,15

3

Full Year Jan - April

+2%

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)


Till April 2012 print media sold 6% less insertions than in 2011.

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 2010

Investments 2011

Investments I - IV 2012

Insertions 2010

Insertions 2011

Insertions I - IV 2012

SECTORS

We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Pharmaceutical products.On the other hand Automotive sector, Financial and Retail are rather pulling back from print media.


0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000




Insertions I - IV2010



PUBLISHERS

By April 2012 Bauer replaced Agora SA on the first position (considering media revenues).

Source: Kantar Media, M&MP

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

0

5000

10000

15000

20000

25000

30000

35000

40000

45000







PRESS – NICE TO KNOW

PUBLISHERS CONSIDER CLOSURE OF ONLINE CONTENT

So as to compensate decrease of income Publishers close their online content. Precise copyright law could help Publishers to increase income again

EURO 2012 IN PRESS

Ringer Axel Springer„All for football fans” in „Przegląd Sportowy”

Two special edition with posters of finalists, characteristics of football stars, statistics, analysis at Euro, etc.

Ringer Axel SpringerSkarb Kibica Euro 2012 – summary after the tournament.In July - special edition of Skarb Kibica after Euro 2012.

EURO 2012 IN PRESS

Ringer Axel Springer

Maps with „Przegląd Sportowy” -How to get to the stadium?Four maps describing ways to stadium in Warsaw, Poznań, Wrocław, Gdańsk.

EURO 2012 IN PRESS

Ringer Axel SpringerFootball Collection of „Przegląd Sportowy”

16 notebooks- Euro 2012 with presentation of finalists, profiles of the stars, interviews, tactical analysis. The most famous football players, coaches, the greatest games, presentation of current confrontation the Polish representation.

Ringer Axel SpringerAlbum „European Championchip”

Edition devoted entirely to the Euro, beginning from the first tournament in France in 1960 until the present day.

EURO 2012 IN PRESS

Ringer Axel Springer„Auto Świat”

Series of six articles about footballers`s cars. It`s also a report about preparation of polish roads for Euro 2012.

EURO 2012 IN PRESS

Polityka„Golden eleventh”, separately books published by Polityka.

The first book was published on the 30th of November 2011, the last on the 25th of April 2012.

EURO 2012 IN PRESS

PolskapresseOn the 25th of May daily „Polska The Times” added the stickers.

On the 31st of May they added national scarf's to the whole of circulation.

AgoraOn the 2nd of June „Gazeta Wyborcza” daily added car flags to the part of circulation (50 000 issues).

OUTDOOR ADVERTISING

• Investments• Seasonality• Market shares• Ad types• AMS METRICS

OUTDOOR INVESTMENTS

By April 2012 advertisers invested 11% more in comparison to the same period of 2011 (on the ratecard basis). Prognosis for 1H of 2012 are rather optimistic, mainly because of Euro 2012.


2010 2011 20120

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000

1,400,000,000

1,18

5,67

5,85

1

1,24

6,98

5,89

3

375,

743,

702

384,

595,

050

428,

256,

853

Full Year Jan - April 2012

11%

SEASONALITY

Because of Euro 2012 months May, June and July shall be strong.


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

140,000,000

2010 2011 2012

MARKET SHARES

Outdoor market is consolidated. Over 84% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with 28% share is on the second position.


30%

19%15%

10%

25%

2010AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

Others

32%

27%

16%

10%

15%

2011AMS

STROER POLSKA

CITYBOARD MEDIA


Others

31%

28%

15%

9%

16%

Jan - April 2012

AMS

STROER POLSKA

CITYBOARD MEDIA


MOST POPULAR AD TYPES


We observe growth of expenditures on all types of vehicles: Backlights, Frontlights, Citylights and BB.

Frontlight Citylight Billboard Backlight -

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

Jan - April 2010 Jan - April 2011 Jan - April 2012

+18%

+2%+7%

+2%

OOH – NICE TO KNOW

ORANGE MAPPING IN THE CENTER OF WARSAW

On May 29 at the facade of the hotel Novotel was held multimedia show using 3D mapping technology. Surface on which the projections were made, was until 4500 sqm.

As emphasized by the organizers, it was the largest mapping in Poland. Animation Orange presented the characteristic motifs associated with the forthcoming Euro 2012.

Lasted exactly 5 minutes and 20 seconds and was viewed twice.http://www.youtube.com/watch?v=8CGBTiB7WZ0&feature=youtu.be

NIKE IN THE SUBWAY STATION

At the time of EURO 2012 entry and walls of two subway station were covered with the advertising Nike, sponsor of the Polish team.

FUTBALL PLAYERS FOR NIKE ON ONE OF THE HIGHEST BUILDING IN WARSAW

On one of the highest buildings in Warsaw Orco Tower, NIKE has created large portraits of Polish football players -captain of the Polish team Jakub Błaszczykowski, Robert Lewandowski and

Wojciech Szczesny. This is the latest Nike campaign „To jest mój czas”

CANON NET ON THE METROPOL HOTEL IN WARSAW

At the time of EURO 2012 one of the Metropol hotel’s wall was hung net with the advertising Canon, sponsor of the EURO 2012. The net is located directly in the vicinity of the biggest fan

zone in Warsaw, is visible not only for vehicles but also for large numbers of football funs.

CINEMA ADVERTISING

CINEMA INVESTMENTS


Advertisers invested over 49% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino).

2010 2011 Jan - April 20120

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

663,

837,

150

709,

250,

418

230,

501,

679

Full Year Jan - April 2012

+49%

SEASONALITY

It is believed that because of Euro 2012 cinema audience and media revenues will be lower in comparison to the previous years.


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

2010 2011 2012


TOP SECTORS IN CINEMA ADVERTISING

In 2012 biggest sectors are Leisure, Food and Telecoms. Media sector increases its shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat.

2010 2011 Jan - April 20120%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14%20% 20%

13%

14% 17%

17%

15%16%

5%

7%9%11%

8%7%

0%3%

5%5%1%

1%

3%8%

2%

6%6%

7% 6%

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

TRAVEL / TOURISM / HOTELS & RESTAURANTS

HYGIENE & BEAUTY CARE

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

PHARMACEUTICAL PRODUCTS, MEDICINE

COMPUTER & AUDIO VIDEO

CLOTHING & ACCESSORIES

OTHERS

RETAIL

BEVERAGES & ALCOHOLS

FINANCIAL

AUTOMOTIVE

MEDIA, BOOKS, CDs AND DVDs

FOOD

TELECOMS

LEISURE


MARKET SHARE

Polish cinema market is very consolidated – there are only 2 media owners which are monitored (third biggest player - Kinads).In Jan - April 2012 Multikino revenues were higher that NAM.

35%

65%

2010

MULTIKINO

NEW AGE MEDIA 44

%56%

2011

MULTIKINO

NEW AGE MEDIA

59%

41%

Jan - April 2012

MULTIKINO

NEW AGE MEDIA

CINEMA – NICE TO KNOW

January February March April May June July August September October November December0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

2012 2011 2010 2009

WEAKER BEGINNING OF 2012

Source: NAM

Till April 2012 Cinema audience was weaker while comparing to the same period of 2011.

RADIO ADVERTISING

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

RADIO INVESTMENTS

First months of 2012 were very advantageous for radio. Revenues were higher by 20% while comparing to 2011.


2010 2011 20120

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

2,47

8,23

3,14

5

3,11

9,21

9,05

1

699,

944,

197

967,

561,

715

1,16

0,32

9,47

3

Full Year Jan - April

+20%

SEASONALITY

We observe typical seasonality of radio expenditures.


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

390,000,000

2010 2011 2012

MARKET SHARES (STATIONS)

Strong 2012 for RMF FM with its SoS on the level of 33%, whereas main competitor radio Zet notes 20%.


27%

21%

3%2%

47%

2010RMF FM

ZET

PR 3

PR 1

Others

32%

18%

5%3%

43%

2011RMF FM

ZET

PR 3

PR 1

Others

33%

20%

5%3%

39%

Jan - April 2012RMF FM

ZET

PR 3

PR 1

MARKET SHARES (MEDIA OWNERS)

For the last years RMF FM and Zet have been the biggest radio stations on Polish market.


33%

25%3%

8%

12% 2%

2010GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

POLSKIE RADIO

AGORA S.A.

Others

39%

20%

17%

10%

12% 2%

2011 GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

POLSKIE RADIO

AGORA S.A.

Others

39%

22%

15%

11%

11% 2%

Jan - April 2012

GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

AGORA S.A.

Others

EURO 2012 – RADIO NEWS

RADIO - NEWSRMF FM opens studio Euro 2012 at the hotel of polish football team

Source: Virtual Media Portal

From 5th June a special studio RMF FM will be broadcasting from Hyatt Hotel in Warsaw, where the Polish National Team stays.

The studio broadcast will include interviews with members of the team, Master Facts Sports and comments of experts.

Information on Euro 2012 and the facts will also be broadcasted from studies in Cracow, Warsaw and the additional special studios located near the stadiums and fan zones in each of the cities where the matches will take place.

RMF FM broadcasts 30 release sites per day and provides special services under the name "Master Sports Facts" - MFS - about 8 times a day, supported by the sports editors of RMF and national correspondents.

RADIO - NEWSPolish Radio for Euro 2012 with broadcasts of all meetings and special broadcasts

A special program "Studio Euro Radio Ones” will be aired on Channel 1 of the Polish Radio throughout Euro 2012 (from 8th June to 1st July)

On the opening of the tournament it will start at 17.00, and on the other match days at 20.30.

Expert of the program will be Lesław Ćmikiewicz (player, coach, gold and silver Olympic medalist, participated in 1974 World Cup, in which the Polish team achieved third place).

Events on football field will be commented by Zbigniew Boniek, Jacek Gmoch, Janusz Zaorski and Krzysztof Materna.

Source: Virtual Media Portal

ONLINE

ADVERTISING

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GOOGLE SEARCHES BLOGS!

A specialized service of Google which is used to search blogs. It looks out posts in over 18 languages on million of blogs across

Google’s continually updated blog index. Searches are done identically to the Google Search by typing search

terms in the search field and seeing the most relevant results related to the topic.

Check what do consumers

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http://www.google.com/blogsearch

This tool is providing insights into the search terms people have been entering into the Google search engine. It provides a visual representation of regional interest on a country's map. Results can be narrowed down with categories that are displayed

for each search terms (regions, categories, time frames and properties).

Carefully examining the resulting top related searches and the rising searches can help you in:

DETERMINING AND ENTERING A NEW

MARKET

CREATING BRAND ASSOCIATION

CHOOSING ADVERTISING

MESSAGES

EXAMINING SESONALITY

Check what the world is searching for!

GOOGLE SEARCHES FOR NEW TRENDS!

http://www.google.com/insights/search/




YOU TUBE TRENDS & CHARTS

This service is used to check which You Tube videos have significantly increased search volumes and which were most viewed, discussed, liked or top favorite in a

certain period of time. The site is also a laboratory for new tools to help to identify and understand trends

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http://youtube-trends.blogspot.com/

http://www.youtube.com/charts/videos_views?t=m

Check global and local trends on You Tube!

http://youtube-trends.blogspot.com/

http://www.youtube.com/charts/videos_views?t=m

Find us on Facebook

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In case You have any further questions concerning Media Landscape Updater, please contact Andrzej [email protected]

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Media landscape updater 2012

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