Media landscape updater i ii 2012

MEDIA LANDSCAPE UPDATERJAN - FEB 2012

by

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

MEDIA SNAPSHOT

• Media investments• Media mix• Biggest players• Sectors

MEDIA REVENUES YTD TOTAL

Advertisers invested 5% more in 2012 vs. 2011, while considering media revenues. Among monitored media highest growth was noted by cinema and radio. Newspapers note decrease of ratecard media revenues.

Source: Kantar Media, ratecard expenditures

Cinema

Outdoor

Newspapers

Magazines

Radio

Television

0 1,000,000,000 2,000,000,000

Jan - Feb 2012

Jan - Feb 2011

Jan - Feb 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

20 BIGGEST PLAYERS YTD TOTAL

Aflofarm remains No1. on media market. The highest increase of media expenditures is noted by Jeronimo Martins (Biedronka), Multikino and Lidl Polska.

Source: Kantar Media, ratecard expenditures

SECTORS YTD TOTAL

At the beginning of 2012 Medicine sector is No.1 with its share on the level of 22%. On the next positions are Telecoms and Media.

Source: Kantar Media

2010

2011

Jan - Feb 2012

0%

20%

40%

60%

80%

100%

11%12% 22%

13%12%

12%

7%7%

10%

15%13%

10%

8%9%

9%

6%6%

7%7%

7%

6%10%

9%

6%

6%8%

5%

4%5% 4%

2%2% 2%

CLOTHING & ACCESSORIES

COMPUTER & AUDIO VIDEO

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

BEVERAGES & ALCOHOLS

TRAVEL / TOURISM / HOTELS & RESTAURANTS

LEISURE

FINANCIAL

HYGIENE & BEAUTY CARE

OTHERS

AUTOMOTIVE

RETAIL

FOOD

MEDIA, BOOKS, CDs AND DVDs

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 consumption in 2012 is at a little bit lower level than in previous two years.

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%)

BIG4 (TVP1, TVP2, Polsat, TVN) constantly looses its share. Thematic channels gain importance.

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

Jan

uar

yF

ebru

ary

Mar

chA

pri

lM

ayJu

ne

July

Au

gu

stS

epte

mb

erO

cto

ber

No

vem

ber

Dec

emb

erJa

nu

ary

Feb

ruar

yM

arch

Ap

ril

May

Jun

eJu

lyA

ug

ust

Sep

tem

ber

Oct

ob

erN

ove

mb

erD

ecem

ber

Jan

uar

yF

ebru

ary

Mar

chA

pri

lM

ayJu

ne

July

Au

gu

stS

epte

mb

erO

cto

ber

No

vem

ber

Dec

emb

erJa

nu

ary

Feb

ruar

yM

arch

Ap

ril

May

Jun

eJu

lyA

ug

ust

Sep

tem

ber

Oct

ob

erN

ove

mb

erD

ecem

ber

Jan

uar

yF

ebru

ary

Mar

chA

pri

lM

ayJu

ne

July

Au

gu

stS

epte

mb

erO

cto

ber

No

vem

ber

Dec

emb

erJa

nu

ary

Feb

ruar

yM

arch

Ap

ril

May

Jun

eJu

lyA

ug

ust

Sep

tem

ber

Oct

ob

erN

ove

mb

erD

ecem

ber

Jan

uar

yF

ebru

ary

Mar

chA

pri

lM

ayJu

ne

July

Au

gu

stS

epte

mb

erO

cto

ber

No

vem

ber

Dec

emb

er

2006 2007 2008 2009 2010 2011 2012

0%

5%

10%

15%

20%

25%

TVP1 TVP2 Polsat TVP Info TVN7 TVN TV4 AtMedia Polsat thematic (11) TVN24 Discovery (9) other cab/sat

MARKET SHARE IN FIRST QUARTER OF 2012

Source: Nielsen Audience Measurement

TVP112.8%

TVP211.2%

TVN15.0%

Polsat16.7%

Others44,3%

All 16-49

TVP116.5%

TVP213.2%

TVN14.2%

Polsat14.8%

Others

41,5%

All 4+

GRP’S TOTAL

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

After three months of 2012 total number of generated GRP’s is higher than in 2011. We estimate stronger activity before and during Euro 2012, afterwards the dynamic shall be slower.

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

Jan - March 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%

+9,7%

SECONDS SOLD – TOTAL TV


Over 20% more seconds were sold by broadcasters in 2011. We observe strong beginning of 2012 – mainly thanks to thematic channels/packages.

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 no of seconds sold - Total TV

Total TV 2008 Total TV 2009 Total TV 2010 Total TV 2011Total TV 2012

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

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

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

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

20,000

40,000

60,000

80,000

100,000

120,000 no of seconds sold - TVN

TVN 2008 TVN 2009TVN 2010 TVN 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

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

TV – NICE TO KNOW

HITS OF MARCH

Programme Date Audience AMR %

RANCZO2012-03-

04 2 498 950 13,73%

SPORT2012-03-

04 2 215 823 12,18%

WIADOMOSCI2012-03-

04 2 024 638 11,13%

KSIAZE PERSJI PIASKI CZASU

2012-03-03

1 943 127 10,68%

OJCIEC MATEUSZ2012-03-

29 1 743 980 9,58%


M JAK MILOSC 2012-03-

12 3 007 413 16,53%

BARWY SZCZESCIA

2012-03-05

1 831 242 10,06%

BITWA NA GLOSY2012-03-

20 1 778 482 9,77%

NA DOBRE I NA ZLE

2012-03-30

1 572 121 8,64%

KULISY SERIALU M JAK MILOSC

2012-03-26

1 572 114 8,64%

Programme Date Audience AMR %MUST BE THE MUSIC - TYLKO MUZYKA

2012-03-25

2 145 545 11,79%

TRANSPORTER2012-03-

12 1 821 722 10,01%

WYDARZENIA2012-03-

04 1 642 386 9,03%

GOT TO DANCE: TYLKO TANIEC

2012-03-02

1 611 145 8,85%

SPIDER-MAN 32012-03-

26 1 575 534 8,66%


X FACTOR2012-03-

10 2 073 315 11,39%

PRAWO AGATY 2012-03-

04 1 833 835 10,08%

FAKTY2012-03-

05 1 775 270 9,76%

SUROWI RODZICE

2012-03-18

1 750 797 9,62%

KUCHENNE REWOLUCJE

2012-03-15

1 714 367 9,42%

PRESS ADVERTISING

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

PRINT INVESTMENTS


At the beginning of 2012 print revenues decreased by 2%. We predict further decrease of investments during the year, especially after Euro 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

557,

875,

347

605,

030,

344

594,

115,

806

Full Year Jan - Feb

-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)


After two months of 2012 print media sold 7% 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 - II 2012

Insertions 2010

Insertions 2011

Insertions I - II 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, Retail and Food are rather pulling back from print media.


0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000







PUBLISHERS

At the beginning of 2012 Bauer is publisher No1 (considering media revenues).

Source: Kantar Media, M&MP

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

Investments I - II 2010Investments I - II 2011Investments I - II 2012Insertions I - II 2010Insertions I - II 2011

PRESS – NICE TO KNOW

CRYSIS MAY FORCE PUBLISHERS TO FURTHER CONSOLIDATIONS

Source: Rzeczpospolita

According to Rzeczpospolita crysis on the print market force further consolidations among Publishers. It is still not confirmed whether Agora will merge with Polityka.

NEW TITLES ON THE MARKET

In February 2012 a new quarterly magazine „Filmowy. Magazyn do czytania” was launched by Agora publisher. It describes curiosities of cinema and culture.

„SZÓSTY ZMYSŁ” - POPULAR SCIENCE MAGAZINE

In February 2012 a new quarterly magazine „Szósty zmysł” was launched also by Agora publisher. It shows unexplained abnormal phenomenon and occurrences.

OUTDOOR ADVERTISING

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

OUTDOOR INVESTMENTS

In 2012 advertisers invested 4% 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

155,

627,

823

161,

667,

689

168,

416,

789

Full Year Jan - Feb 2012

+4%

SEASONALITY

In 2012 months May, June and July shall be very strong as a result of Euro 2012.


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

2010 2011 2012

MARKET SHARES

Outdoor market is consolidated. Over 83% 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

36%

28%

10%

9%

17%

Jan - Feb 2012

AMS

STROER POLSKA

CITYBOARD MEDIA


MOST POPULAR AD TYPES


Frontlight Citylight Backlight Billboard -

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

Jan 2010 Jan 2011 Jan - Feb 2012

+9%

-2%-11%

+12%

Investments on Billboards and Citylights are decreasing, on the other hand we observe growth of expenditures on Backlights and Frontlights.

OOH – NICE TO KNOW

MC DONALDS LUMBERJACK

Mc Donalds promoted the new sandwich "lumberjack" by setting "cut down" billboards in the main Polish cities.

MC DONALDS TIMETABLE

Mc Donalds timetable at the Central Station shows the waiting time for the train in the hamburger, Coke and French fries, which customers are able to eat at Mc Donalds

restaurant near the train station. Takes into account the delay of trains and restaurant opening hours.

http://www.youtube.com/watch?v=EmBUhbHIWvc

CINEMA ADVERTISING

CINEMA INVESTMENTS


Advertisers invested over 68% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino). It is mainly caused by in-house campaign conducted by Multikino in January.

2010 2011 Jan - Feb 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

75,4

31,3

10

81,2

68,2

16

136,

460,

290

Full Year Jan - Feb 2012

+68%

SEASONALITY

Beginning of 2012 is very strong, however does not translate into increase of cinema audience.


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 - Feb 20120%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14%20% 22%

17%15%

20%13%

14%

15%5%

7%

11%

11%

8%

6%4%

6%

4%

8%5%

2%3% 3%

2%1%

2%

3%

6%7%

5%

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

HYGIENE & BEAUTY CARE

OTHERS

TRAVEL / TOURISM / HOTELS & RESTAURANTS

CLOTHING & ACCESSORIES

PHARMACEUTICAL PRODUCTS, MEDICINE

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

COMPUTER & AUDIO VIDEO

FINANCIAL

BEVERAGES & ALCOHOLS

RETAIL

AUTOMOTIVE

MEDIA, BOOKS, CDs AND DVDs

TELECOMS

FOOD

LEISURE


MARKET SHARE

Polish cinema market is very consolidated – there are only 2 media owners which are monitored (third biggest player - Kinads).In Jan - Feb 2012 Multikino revenues are higher that NAM. It is mainly caused by in-house campaign conducted by Multikino.

35%

65%

2010

MULTIKINO

NEW AGE MEDIA 44

%56%

2011

MULTIKINO

NEW AGE MEDIA

55%45%

Jan - Feb 2012

MULTIKINO

NEW AGE MEDIA

CINEMA – NICE TO KNOW

WEAKER BEGINNING OF 2012

Source: NAM

Considering cinema audience February 2012 was weaker while comparing to February 2011.

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 20102009

RADIO ADVERTISING

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

RADIO INVESTMENTS

Strong beginning of 2012 for radio. Revenues were higher by 18% 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

322,

730,

219

431,

925,

378

509,

878,

726

Full Year Jan - Feb

+18%

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

2010 2011 2012

MARKET SHARES (MEDIA OWNERS)

Strong beginning of 2012 for RMF FM with its SoS on the level of 39%, whereas main competitor radio Zet notes only 18%.


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

39%

18%4%

3%

36%

Jan - Feb 2012

RMF FM

ZET

PR 3

PR 1

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.


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

45%

20%

14%

10%

9% 2%

Jan - Feb 2012GRUPA RMF

EUROZET

GRUPA RA-DIOWA TIME

AGORA S.A.

Others

RADIO – NICE TO KNOW

THE MOST IMPORTANT RADIO NEWS

New price lists in the Group of Radio TIME from 12 March. The price increase applies to packages of radio stations and individual stations (Total Time package price increases an average of 6,6%; Eska Sieć – 4,8%; Eska Rock - 11,9%; Wawa 11,4%).

Increase advertising prices in packages of radio stations Drapacz Chmur+, Drapacz Chmur Young, Drapacz Chmur by an average of 5,9% from 30 March.

Increase in price lists of radio stations in the group Eurozet from 1 April.Average price at Radio Zet will increase by 3,4%; in packets Zet Barometr, ZET Barometr +, ZET Barometr Young, Zet Total, Pakiet Niezależnych price will increase between 2,8% to 3,9%.

Radio PiN, RMF Classic, Tok FM extends the broadcasting reach.

Radio PiN will be able to begin broadcasting in Bydgoszcz, Gdansk and Krakow. Currently the station broadcasts in six cities (Łódź, Poznań, Warszawa, Wrocław, Kielce, Olsztyn).

RMF Classic will extend its technical coverage in five more cities: Gdynia, Kielce, Olsztyn, Opole and Zielona Gora (radio station is now in 14 cities)

TOK FM will broadcast in additional cities in Elbląg, Gorzów Wielkopolski, Kielce, Lublin, Płock, Radom and Toruń (now station broadcasts in 10 major cities)

Grupa RMF Polskie Radio Eurozet Time Agora

10.9

7.3

8.0

4.6

2.2

10.9

6.5

7.7

4.8

2.1

XII 2010 - II 2011

XII 2011 - II 2012

-3,7%

-11,0%

-3,9%

+3,1%

-0,5%

Only Time recorded an increase of daily reach in the same period XII-II 2012 vs. XII –II 2011.For the rest of radio groups daily reach decreased.

DYNAMICS OF RADIO GROUPS DAILY REACH (MLN)

ONLINE

ADVERTISING

MOBILE DEVICES INSIGHTS – GLOBAL TRENDS

Source: nMobi Mobile Media Consumption Research Q4 2011 - Global

Mobile Internet users are always connected!

They spend more time on their mobile devices compared to the other media.

Communication! Entertaiment! News! M-Commerce!

MOBILE DEVICES INSIGHTS – GLOBAL TRENDS

Source: nMobi Mobile Media Consumption Research Q4 2011 - Global

In the morning... In the evening...

Those users' behaviors give brands new opportunities to interact with consumers!

• 39% users use their mobile devices while watching TV!• 67% use their devices in bed• 25% use mobile devices in public transportation• 48% say that mobile has a large impact on their purchase decisions!• 66% say they feel more comfortable with mobile ads than on-line or TV ads!

SMARTPHONE INSIGHTS – POLAND

Source: Smartphone Insights Q3 2011 - Poland

26% of Poles use smartphonesAmong Internet users smartphone penetration is higher and equals 38%

In Poland Nokia leads in manufacturer market share for smartphone devices (46%), followed by Samsung (19%) and Sony Ericsson (17%).

Accordingly Symbian is the most popular operating system for smartphones (41%) followed by Android (22%). However, the best known operating system is none of these but Windows Mobile and Apple

SMARTPHONE INSIGHTS – POLAND



SMARTPHONE INSIGHTS – POLAND Types of Websites visited on Smartphones

The most popular mobile category is entertainment, then users are looking

for news, information and they use search engines.

Important categories are also : music, finance and mobile games.

In 7th place is social networking.


61% of smartphone users always or sometimes are

looking at mobile ads

70% of smartphone users always or sometimes are

clicking at mobile ads

SMARTPHONE INSIGHTS – POLAND Reaction to receiving advertising on the mobile phone:

Find us on Facebook

LOOKING FOR MORE INSPIRATION…?

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



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]

http://www.mediadirection.com.pl/

Media landscape updater i ii 2012

Business

Transcript of Media landscape updater i ii 2012