Media landscape updater

MEDIA LANDSCAPE UPDATER

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MENU

1. Media snapshot

2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Inspiration Point

MEDIA SNAPSHOT

•Landscape•Media shares•Biggest players•Sectors

LANDSCAPE

First half of 2011 is stronger vs. 2010 by average 6%.

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

3,000,000,000

3,500,000,000

4,000,000,000

4,500,000,000

5,000,000,00011

0463

0695

1267

8678

46

1795

4660

91

1749

5578

07

1932

3776

62

1723

0870

25

1167

4876

54

1150

9987

83

1902

1187

15

2291

8036

03

2310

5704

80

1965

8405

48

1296

0999

97

1550

2912

52

2252

3909

12

1702

3355

99

2418

1173

33

2208

7334

40

1475

9021

29

1355

3380

94

2239

5366

76

2681

5849

49

2501

3041

60

2050

9584

24

1378

8519

06

1568

1609

62

2317

6719

46

2223

8185

17

2436

1280

66

2222

3181

96

2009 2010 2011

MEDIA REVENUES YTD TOTAL

TV is the strongest medium. In terms of ratecard it grew by 1% in relation to 2010. 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

Magazines

Newspapers

Radio

Television

1,000,000,000 3,000,000,000 5,000,000,000 7,000,000,000 Cinema Outdoor Magazines Newspapers Radio Television

Jan-June 2009 199754335 641701125 1212783290 920504527 1011807908 5586435941

Jan-June 2010 275920017 597896995 1226893053 888737281 1144773892 7293747295

Jan-June 2011 303125189 618600502 1412026160 919654154 1518361923 7375181665

Jan-June 2011

Jan-June 2010

Jan-June 2009

20 BIGGEST PLAYERS YTD TOTAL

10 of 20 biggest advertisers increased their media investments in the first half of the year. Most significant growths were: Aflofarm – 96% increase – and secured first place among top advertisers, Lidl – growth by circa 4 times. The biggest drop in terms of RC expenditures was noted by Unilever

Source: Kantar Media

SECTORS YTD TOTAL

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


Jan-June 2009Jan-June 2010

Jan-June 2011

0%

20%

40%

60%

80%

100%

14%17%

14%

9% 11%

12%

14% 12%

12%

9% 10%

9%

8% 7%

8%

7% 7%8%

7%7%

7%

8%6%

7%

6%6%

6%

6%6%

5%

3%3%

4%

COMPUTER & AUDIO VIDEO

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

CLOTHING & ACCESSORIES

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 higher during winter months what reflects traditional seasonality on Polish media market.

100

120

140

160

180

200

220

240

260

280

300

2010 2011

ALL TIME VIEVING

We can observe drop of shares of mainstream channels in the summer. At the same time thematic channels shares are increasing.


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 29 300%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

All 16-49

TVP1

TVP2

Polsat

TVP3

TVN7

TVN

TV4

AtMedia

Polsat thematic (6)

TVN24

Discovery (4)

other cab/sat

Summer

SHARE OF MARKET

TVN and Polsat have the highest share among TV market. At Media is between TVP1 and TVP2 – both are mainstream 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

-5%

0%

5%

10%

15%

20%

25%

30%All 16-49

TVP1TVP2PolsatTVP3TVN7TVNTV4AtMediaPolsat thematicTVN24Discoveryother cab/sat

Summer

At 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,

SECONDS SOLD


Week 24 – 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)

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

6,191,559

5,434,946

2006 2007 2008 2009 2010 2011

SECONDS SOLD


In 2011 TVP (TVP1 & TVP2) opened more inventory, than in previous years. It exceeded several times 200 000 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

50,000

100,000

150,000

200,000

250,000

203,132191,274

2006 2007 2008 2009 2010 2011

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

107,578

2006 2007 2008 2009 2010 2011

TVN keeps similar level as in previous years

SECONDS SOLD


Polsat increased their inventory at the beginning of the year and was balancing for a while on the sell out limit (which is 12 minutes per hour). Currently TV station 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

140,000

104,301

2006 2007 2008 2009 2010 2011

SECONDS SOLD


At Media as a broker modifies their portfolio each year. Currently It is about 3,1 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

3,141,014

2006 2007 2008 2009 2010 2011

PRESS ADVERTISING

•Investments•Seasonality•Players and sectors•Publishers

PRINT INVESTMENTS

Advertisers invested over 10% more in the first half of 2011, in comparison to the same period 2010


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

2,13

3,28

7,81

7

2,11

5,63

0,33

4

2,33

1,68

0,31

4

Full Year Jan-June

+10%

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)


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 2009

Investments 2010

Investments 2011

Insertions 2009

Insertions 2010

Insertions 2011

SECTORS

We observe significant increase of expenditures on Hygiene & Beauty care, Telecoms, Retail and Media.On the other hand automotiv sector is 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

350,000,000

400,000,000

450,000,000

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

Investments Jan-June 2009



Insertions Jan-June 2009



PUBLISHERS

Agora is no1 Publisher, but it’s loosing it’s potential. Source: Kantar Media

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

0

5000

10000

15000

20000

25000

30000

35000

Investments Jan-June 2009Investments Jan-June 2010Investments Jan-June 2011Insertions Jan-June 2009Insertions Jan-June 2010Insertions Jan-June 2011

OUTDOOR ADVERTISING

OUTDOOR INVESTMENTS

Outdoor market is rather in stagnation, however it is assumed that the revenues shall be higher in the next half of the year, as a result of parliamentary elections.


2009 2010 2011 -

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000

1,400,000,000

641,

701,

125

597,

896,

995

618,

600,

502

Full Year Jan-June

+3%

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

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 80% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). News Outdoor Poland was bought by Stroer in October 2010, what increased advantage on smaller players.


31%

18%14%

10%

12%

14%

2009AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

NEWS OUTDOOR POLAND

Others

30%

19%15%

10%

10%

15%

2010AMS

STROER POLSKA

CITYBOARD MEDIA


NEWS OUTDOOR POLAND

Others

32%

26%17%

10%

15%

Jan-June 2011

AMS

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 19%). Investments on Frontlights and Backlights are on a stable level.


Frontlight Citylight Billboard Backlight -

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

400,000,000

Jan-June 2009 Jan-June 2010 Jan-June 2011

CINEMA ADVERTISING

CINEMA INVESTMENTS


2009 2010 2011 -

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

199,

754,

335

275,

920,

017

303,

125,

189

Full Year Jan-June

+10%

Advertisers invested over 10% more in the first half of 2011, in comparison to the same period 2010

SEASONALITY

As cinema becomes more and more important in media planning, periodicity of expenditures is based on the opening nights timetable.


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

After first half of 2011 biggest sectors are Food, Leisure and Telecoms.

2009 2010 Jan-June 20110%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18% 17% 18%

12% 14% 16%

16% 13%14%

4% 4%8%8% 11%7%

11% 10% 6%8% 5% 6%3% 2% 6%

CLOTHING & ACCESSORIES

HYGIENE & BEAUTY CARE

COMPUTER & AUDIO VIDEO

PHARMACEUTICAL PRODUCTS, MEDICINE

RETAIL

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

OTHERS

TRAVEL / TOURISM / HOTELS & RESTAURANTS

MEDIA, BOOKS, CDs AND DVDs

BEVERAGES & ALCOHOLS

AUTOMOTIVE

FINANCIAL

TELECOMS

LEISURE

FOOD


MARKET SHARE

Polish cinema market is very consolidated – there are only 2 media owners which are monitored.Since May 2010 there is a new player – Kinads, however its revenues are still not monitored (Jan-June Kinads ratecard estimates: 47,7 mln).

25%

75%

2009

MULTIKINO

NEW AGE MEDIA

35%

65%

2010

MULTIKINO

NEW AGE MEDIA

42%

58%

Jan – June 2011

MULTIKINO

NEW AGE MEDIA

ONLINE ADVERTISING

Google+ - New Social Media Service

Google+ is a new social media service run by Google. First users started loging in in Poland at the beginning of July. Number of worldwide online users scored over 10 million after week being online. Google+ provides similar functionalities as Facebook and is considered as the biggest market rival of Mark Zuckerbergs empire. Google+ lets users to segregate their contacts in circles, four basic: friends, family, acquaintaces and following, but users can also create it’s own.

Radio Online Streaming

Source: http://interaktywnie.com/biznes/newsy/raporty-i-badania/ponad-poltora-miliona-polakow-slucha-radia-online-21074

Over 100 000 people more than last year used online radio streaming. Now over 1,5 million users listen to radio online in Poland. 31,5% of respondents use their mobile phones to receive the signal – that’s 3 points more than in 2010. 22,5 million users use traditional receivers and less than 1 million sattelite or cable TV. In first half of 2011 80% of respondents used radio and this doesn’t change comparing to 2010. It’s still a big audience – 24 million people.

http://interaktywnie.com/biznes/newsy/raporty-i-badania/ponad-poltora-miliona-polakow-slucha-radia-online-21074

INSPIRATION POINT

Find us on Facebook

Looking for inspiration…?Media Direction Group is on Facebook now! Just click and check what is new in the world of add.

• BIG MILK collage – find yourself on the picture

Below you’ll find links to inspiring actions:

• Magnum – pyramid of pleasure (FB application)

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



http://www.facebook.com/photo.php?fbid=251990858144765&set=a.243803842296800.72804.232129173464267&type=1&theater

http://www.facebook.com/photo.php?fbid=263024370374747&set=a.243803842296800.72804.232129173464267&type=1&theater

THANK YOU!

Media Direction OMD webpage:www.mediadirection.com.pl

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

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