MEDIA LANDSCAPE UPDATERJAN - MARCH 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

ECONOMIC INDICATORS SHOW POLAND GOES THROUGH CRYSIS QUITE WELL, HOWEVER MEDIA MARKET FACES SLOWDOWN…

Source: EU Comission, GUS

European Comission: „Fastest growth among EU will be noted by Poland„ (even up to 2,7%)

Olli Rehn: „Poland is the only EU country not suffering from

recession and financial crysis”

Unemployment - according to 2012 forecasts the unemployment rate at the end of 2012 will amount to 12,3%, in comparison to 12,4% from the end of 2011. This shows that the Polish government is not expecting a considerable improvement of the labor market situation.

MEDIA REVENUES YTD TOTAL

After 1Q of 2012 advertisers invested 6% more vs. 1Q 2011, while considering media ratecard revenues. While considering net media investments minor decrease of expenditures is observed (-2,4%).

Source: Kantar Media, ratecard expenditures

Cinema

Outdoor

Newspapers

Magazines

Radio

Television

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

Jan - March 2012

Jan - March 2011

Jan - March 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) and Kulczyk Tradex.

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 17%. On the next positions are Telecoms and Food.

Source: Kantar Media

2010

2011

Jan - March 2012

0%

20%

40%

60%

80%

100%

11%12%

17%

13%12% 12%

15%

13% 12%

8%

9% 8%

7%7% 8%

10%9% 7%

6%8% 7%

6%6% 7%

7%7% 6%

4%5% 3%

5%4% 3%

COMPUTER & AUDIO VIDEO

HOUSEHOLD APPLIANCES, FURNITURE & DECORATION

HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES

CLOTHING & ACCESSORIES

TRAVEL / TOURISM / HOTELS & RESTAURANTS

BEVERAGES & ALCOHOLS

LEISURE

OTHERS

AUTOMOTIVE

FINANCIAL

HYGIENE & BEAUTY CARE

MEDIA, BOOKS, CDs AND DVDs

RETAIL

FOOD

TELECOMS

PHARMACEUTICAL PRODUCTS, MEDICINE

EURO 2012 - QUITE STRONG BEGINNING OF 2012 IS MAINLY CAUSED BY UPCOMING EURO 2012 TOURNAMENT

Upcoming tournament strongly attracts marketers. It is observed OOH benefits the most among all media, but other also offer „Euro

suited” products…

…however we estimate in 2H of 2012 media market will face

slowdown of media expenditures. YoY media expenditures shall

oscillate on the level from 2011.

airports

bridges

stadiums

Prognosis of media net inflations for 2012

TV: 0%

Radio: 4%

Dailies: 0%

Magazines: 1%

Online: 6%

OOH: 2%

Cinema: 3%

POLAND’S MEDIA MARKET IN 2012Digital Integration will speed up

Digital market will continue to grow very fast. New formats will be

expanded (esp. VOD services and streaming). Search will continue to win over Display ads and lead generating

activities will be favored

TV will continue high share in the market

TV will still be main medium used by advertisers. In June/July due to Euro 2012 we will observe higher inflation

especially in TVP – official broadcaster which already claims 50 m PLN loss on

the event

Ad market continuous to show nervousness and instability due to

global economy.Marketers will be observing global

economy and in case of recession or problems this will be influencing

marketing budgets. In case of budget cuts and lower incomes by media

owners special deals and last minute offers can be expected.

OOH will be more cluttered in summer months due to increased demand over

Euro 2012.Early booking to get premium access

is required for May – July period as most advertisers will be insisting on OOH due to increased traffic outside. International brands can appear on

OOH to attract visitors from abroad.

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

AVERAGE TIME VIEWED

Source: AGB Nielsen Media Research

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) and most

often used by marketers.

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

MEET OUR MAJOR TV CHANNELS:State owned & politically biased loses shares in all time

viewing. UEFA Euro 2012 official broadcaster already announced 50m PLN loss on the event. Hard start of 2012:

channel sells even 16% less airtime than y.a.Still fashionable among advertisers which drives costs. Will be

sold soon which might cause market turbulence in 2012 as new owner will impose inflation unacceptable to most of the market

One man show (Z. Solorz). Bought biggest telecom (Plus GSM) recently and will try to change market offering soon (Internet

+ TV services)

Extremely successful changed thematic channels into mainstream player

Secured strong position on the market of thematic television

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. Only in 2011 there were 13 new thematic stations introduced (monitored channels). Source: AGB Nielsen Media Research, TG:All 16-49

Jan

Feb

Mar

Apr

May Jun Jul

Aug

Sep

Oct

Nov De

cJa

nFe

bM

arAp

rM

ay Jun Jul

Aug

Sep

Oct

Nov De

cJa

nFe

bM

arAp

rM

ay Jun Jul

Aug

Sep

Oct

Nov De

cJa

nFe

bM

arAp

rM

ay Jun Jul

Aug

Sep

Oct

Nov De

cJa

nFe

bM

arAp

rM

ay Jun Jul

Aug

Sep

Oct

Nov De

cJa

nFe

bM

arAp

rM

ay Jun Jul

Aug

Sep

Oct

Nov De

c

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)others Big 4

MARKET SHARE (SHR%) IN APRIL

Source: Nielsen Audience Measurement

At Media14%

Dis-covery

3%TVP111%

TVP210%

Polsat17%TVN

17%

Others27%

TG: All 16-49

GRP’S TOTAL

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

By April 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 - April 2011

Jan - April 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%

+4,4%

SECONDS SOLD – TOTAL TV

Source: AGB Nielsen Media Research

Over 20% more seconds were sold by broadcasters in 2012. 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

SECONDS SOLD

Source: AGB Nielsen Media Research

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

50,000

100,000

150,000

200,000

250,000 no of seconds sold - TVP1+TVP2

TVP 2008 TVP 2009TVP 2010 TVP 2011TVP 2012

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

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

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

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

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

TV – NICE TO KNOW

HITS OF APRIL

Program Date Audience AMR %

RANCZO 2012-04-01 2 182 874 12,00%

SPORT 2012-04-01 1 777 964 9,77%

PROGNOZA POGODY 2012-04-01 1 752 860 9,63%

OJCIEC MATEUSZ 2012-04-12 1 661 621 9,13%

WIADOMOSCI 2012-04-01 1 558 226 8,56%

NARZECZONY MIMO WOLI 2012-04-08

1 522 422 8,37%

Program Date Audience AMR %

M JAK MILOSC 2012-04-02 2 781 872 15,29%

BARWY SZCZESCIA 2012-04-24 1 731 447 9,51%

BITWA NA GLOSY 2012-04-24 1 725 405 9,48%

KULISY SERIALU M JAK MILOSC 2012-04-16

1 541 246 8,47%

NA DOBRE I NA ZLE 2012-04-13 1 507 981 8,29%

KOCHAM CIĘ POLSKO 2012-04-13 1 161 877 6,38%

Program Date Audience AMR %MUST BE THE MUSIC - TYLKO MUZYKA 2012-04-01

2 120 789 11,65%

TERMINATOR OCALENIE 2012-04-02

1 788 703 9,83%

KOD DA VINCI 2012-04-16 1 681 089 9,24%

LIGA MISTRZOW 2012-04-25 1 600 520 8,80%

WYDARZENIA FLESZ 2012-04-12 1 595 122 8,77%

GOT TO DANCE: TYLKO TANIEC EXTRA 2012-04-22

1 534 309 8,43%

Program Date Audience AMR %

X FACTOR 2012-04-07 1 892 834 10,40%

KUCHENNE REWOLUCJE 2012-04-05

1 878 149 10,32%

FAKTY 2012-04-09 1 718 029 9,44%

PRZEPIS NA ZYCIE 2012-04-17 1 693 597 9,31%

ZMIERZCH 2012-04-09 1 609 627 8,85%

BOKSER 2012-04-08 1 594 851 8,76%

EURO 2012

Source: TVP

The biggest sport tournament in Poland ever, coming soon in TVP.

Broadcasts:-16 matches in -15 matches in-Broadcasts in line with and

Polish National Team Matches:

The Group Stage:-8 June 2012; 4:00 p.m. (Opening Match In Warsaw)-12 June 2012; 8:05 p.m. (Warsaw)-16 June 2012; 20:05 p.m. (Wroclaw)

Quarter-finals (if we qualify):-21 or 22 June 2012; 8:05 p.m.

Semi-finals (if we qualify):-27 or 28 June 2012; 8:05 p.m.

EURO 2012

Source: TVP

Accompanying Euro 2012 programs:

-BIAŁO-CZERWONI – everyday magazine

-PORANEK Z EURO- everyday magazine

-POLSKA GOLA

-KLUB KIBICA POLSKA 2012- everyday reports from

fan-zones

-PIŁKARSKIE INFO- after news services

-PIŁKARSKI WIECZÓR

PRESS ADVERTISING

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

PRINT INVESTMENTS

Source: Kantar Media

At the beginning of 2012 print revenues increased by 2%. We predict rather 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

936,

191,

144

1,01

2,80

5,16

4

1,03

1,35

0,39

0

Full Year Jan - March

+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)

Source: Kantar Media

After 1Q of 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 - III 2012

Insertions 2010

Insertions 2011

Insertions I - III 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.

Source: Kantar Media

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

180,000,000

200,000,000

-

5,000

10,000

15,000

20,000

25,000

30,000

Investments I - III 2010

Investments I - III 2011

Investments I - III 2012

Insertions I - III 2010

Insertions I - III 2011

Insertions I - III 2012

PUBLISHERS

In 1Q of 2012 Agora is publisher No1 (considering media revenues), Bauer on the second place.

Source: Kantar Media, M&MP

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

180,000,000

200,000,000

0

5000

10000

15000

20000

25000

30000

35000

Investments I - III 2010

Investments I - III 2011

Investments I - III 2012

Insertions I - III 2010

Insertions I - III 2011

Insertions I - III 2012

PRESS – NICE TO KNOW

2011-01

2011-02

2011-03

2011-04

2011-05

2011-06

2011-07

2011-08

2011-09

2011-10

2011-11

2011-12

2012-01

2012-02

2012-03

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

Fakt Gazeta Codzienna

Gazeta Wyborcza

Super Express

Rzeczpospolita

Dziennik Gazeta Prawna

READERSHIP OF DAILIES

ZKDP: 01.2011 – 03.2012

„Fakt” is constantly the leader among dailies. The second in the ranking „Gazeta Wyborcza” noticed significant drop of readership in 2012.

Sales of „Super Express” and „Rzeczpospolita” remain on the level from 2011.Januar peak for DGP caused by added CD supplements.

READERSHIP OF WEEKLY REVIEWS

ZKDP: 01.2011 – 02.2012

2011-01

2011-02

2011-03

2011-04

2011-05

2011-06

2011-07

2011-08

2011-09

2011-10

2011-11

2011-12

2012-01

2012-02

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

Tygodnik Angora

Gość Niedzielny

Uważam Rze inaczej pisane

Polityka

Wprost

Newsweek Polska

Angora is still the leader among weekly reviews. Strong position is held by Uważam Rze.

EURO 2012 – SPECIAL ISSUES

„Skarb Kibica Euro 2012 Polska – Ukraina”

Special issue in „Przegląd Sportowy”

„Gazeta Sport.pl

Magazine issue in Gazeta Wyborcza.

EURO 2012

„Niezbednik Kibica”

Separate title issued by PolskaPresse.Vademecum Kibica Euro 2012

Separate title issued by Fakt.

OUTDOOR ADVERTISING

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

OUTDOOR INVESTMENTS

In 1Q of 2012 advertisers invested 12% 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.

Source: Kantar Media

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

261,

124,

082

268,

129,

850

301,

349,

933

Full Year Jan - March 2012

12%

SEASONALITY

In 2012 months May, June and July shall be very strong as a result of Euro 2012. Even now (March) we observe stronger media activity.

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

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.

Source: Kantar Media

30%

19%15%

10%

25%

2010AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

Others

32%

27%

16%

10%

15%

2011AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

Others

33%

28%

14%

10%

16%

Jan - March 2012

AMS

STROER POLSKA

CITYBOARD MEDIA

CLEAR CHANNEL POLAND

MOST POPULAR AD TYPES

Source: Kantar Media

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

Billboard Backlight Citylight Frontlight -

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

180,000,000

200,000,000

Jan - March 2010 Jan - March 2011

Jan - March 2012

-2% +12%

+2%

+20%

OOH – NICE TO KNOW

ORANGE NOVOTEL HOTEL

The brand 'TPSA' was changed to Orange. They want to attract the attention of the public by placing the largest (over 100 m high building) in Poland, an outdoor advertising on the

facade of the Novotel.http://wiadomosci.gazeta.pl/wiadomosci/10,114927,11551125,Show_z_okazji_fuzji_TP_z_Orange.html

ORANGE BALLON STATION - FLYING HEART OF THE CITY

The company Orange has prepared a balloon for 30 people with a panorama view of Warsaw from a height of about 200 meters. Balloon will be an attraction for fans at UEFA Euro 2012

because of its location near the National Stadium.

ORANGE QUBE

At the entrance to the center underground , Orange placed a 10 meter high cube-shaped stage . Location of the scene was chosen because of the heavy traffic of pedestrians, who can

listen to live music and enjoy free Wi-Fi.

CINEMA ADVERTISING

CINEMA INVESTMENTS

Source: Kantar Media

Advertisers invested over 64% more in 1Q of 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 - March 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

193,

626,

789

Full Year Jan - March 2012

+64%

SEASONALITY

1Q of 2012 is very strong, however does not translate into increase of cinema audience.

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

2010 2011 2012

Source: Kantar Media

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 - March 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%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

Source: Kantar Media

MARKET SHARE

Polish cinema market is very consolidated – there are only 2 media owners which are monitored (third biggest player - Kinads).In Jan - March 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 54%46%

Jan - March 2012

MULTIKINO

NEW AGE MEDIA

CINEMA – NICE TO KNOW

WEAKER 1Q OF 2012

Source: NAM

Considering cinema audience 1Q of 2012 was weaker while comparing to the same period of 2011.

January February March April May June July August Sep-tember

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

RADIO ADVERTISING

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

RADIO INVESTMENTS

Strong 1Q of 2012 for radio. Revenues were higher by 18% while comparing to 2011.

Source: Kantar Media

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

536,

857,

740

715,

370,

263

844,

376,

382

Full Year Jan - March

+18%

SEASONALITY

We observe typical seasonality of radio expenditures.

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

390,000,000

2010 2011 2012

MARKET SHARES (STATIONS)

Strong 1Q of 2012 for RMF FM with its SoS on the level of 35%, whereas main competitor radio Zet notes only 19%.

Source: Kantar Media

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

35%

20%

5%3%

38%

Jan - March 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.An important role is played by radio packages like: Drapacz Chmur, Package Złote Przeboje, RMF na Maxxxa and others.

Source: Kantar Media

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

40%

22%

15%

11%

10% 2%

Jan - March 2012

GRUPA RMF

EUROZET

GRUPA RADIOWA TIME

AGORA S.A.

Others

ONLINE

ADVERTISING

Source: NetTrack November 2011

Significant increase in Internet users and Internet penetrationSignificant increase in Internet users and

Internet penetration

Most of Internet users are 15 – 39 years old (almost 70% of Total).

We can also notice overrepresentation in this group

Most of Internet users are 15 – 39 years old (almost 70% of Total).

We can also notice overrepresentation in this group

INTERNET USERS IN POLAND

55

INTERNET USERS – SEX AND PLACE OF LIVING

Cities 500k+ Cities 200-500k

Cities 100-200k

Towns 20-99k

Towns 20k+ Villages0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Place of living

% of internet users group% of population

49.84%50.16%

Sex

menwomen

Source: NetTrack November 2011

2010’Q3 2011’Q30

100200300400500

371453

Spendings (mln PLN)

+ 22%

source : IAB AdEx 2011’Q3 , PwC

Online expanditures are constantly growing

2010'O3 2011'Q30%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

45% 38%

30%34%

17% 19%

6% 7%2% 2%

Budget split by medium

Other E-mail

Yellow Pages SEM

Display

Display share decreased in favour of SEM share

ONLINE SPENDINGS

Yellow Pages SEM E-mail Display0%

5%

10%

15%

20%

25%

30%

35%

40%

34%31%

17%

13%

Increase in the use of main types of advertisements (2011’q3/2010’q3)

Every online channel noted significant growth

source : IAB AdEx 2011’Q3 , PwC

THE FASTEST GROWING CHANNELS

Finance remains the largest sector in terms of online expenditures.

household productspharmaceuticals, drugs

clothing and accessorieseducation

beverages and alcoholcomputers and audio-video

housewares, furniture and decorationstravel and tourism, hotels and restaurants

foodhygiene and care

automotivereal estate

media, books, CDs, DVDstelecommunication

free timetrade

finance

1%2%2%2%

3%3%3%3%

5%5%

7%7%

9%10%10%

11%17%

Spendings by sectors 2011’Q3

source : IAB AdEx 2011’Q3 , PwC

ONLINE SPENDINGS BY SECTORS

59

THE MOST POPULAR DOMAINS

In 2011 Nasza Klasa lost its leading position in Social Media. FB and YT are the winners of 2011 in terms of reach growth.

source : Megapanel PBI, 12.2011

60

THE MOST SIGNIFICANT TREND IN 2011

Group-shopping platforms were the fastest growing online area. At the end of the year number of users was higher than 6 mio.

After group-shopping boom we can expect a slight slowdown.

Total reach of group-shopping websites

number of usersreach

Do you know any of group-shopping website?

2010 2011

I don't know any.

34%

50%

75%

15%

Groupon.pl

61

THE MOST POPULAR FB FANPAGES AND YT CHANNELS

Source: SocialBakers, February 2012

We never know which fanpage can make a success but it’s safe to say that Facebook users like to get discounts and coupons – it can make them like a brand.

The more attractive content you have the more opportunities to increase number of total views

you have. However it is important to have entertaining

and viral content to engage people.

62

THE MOST POPULAR QUERIES

It’s not surprising that the most popular keywords are those connected with the

most popular domains.However it is interesting that Polish users

are so keen on games.

Source: http://www.google.com/insights/search/#geo=PL&date=1%2F2011%2012m&cmpt=q

NK

Games

Facebook

Allegro

Onet

YouTube

WP

Program

Mail Box

Google

VIDEO IS VERY IMPORTANT PART OF ONLINE CONTENT

63

Ipla Vod.onet.pl Tvnplayer.pl Iplex.pl Tvp.pl/vod Kinoplex.gazeta.pl0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

The most popular VOD platforms

source : Megapanel PBI, 11.2011

BLOGS IN POLAND

writers - 3 mln

readers - 11 mln

Polish blog readers are the most attractive social

group

• Before 35 years old – 89,8%

• Come from large urban areas – 75,5%

• Working – 70,4%93,7% of bloggers are willing to cooperation with companies, instiututions and

organizations

BLOGS IN POLAND

Twój Styl Monthly – 305 thousand readers

Blog Makelifeeasier.pl – 658 thousand readers

Kuchnia z Okrasą TVP1 – 604 thousand

viewers

Blog Kwestiasmaku.com – 620 thousand readers

lifestyle

culinary

PRINT, TV VS. BLOGS

Weekly – Polityka, Wprost, Newsweek Polska

– 185 thousand readers

Blogs – Kominek .es .tv .in – 220 thousand readers

influential

Podróże Magazine – 23 thousand readers

Blog Ibedeker.pl – 28 thousand readers

travel

PRINTS VS. BLOGS

Natalia Hatalska hatalska.com

Maciej Budzich mediafun.pl

Kominek .in .tv .es

Piotr Waglowskiwaglowski blog prawo.vagla.pl

Eliza Mórawska whiteplate.blogspot.com

Dominik Kaznowski kaznowski.blox.pl

35 k readers monthly

21 k readers monthly

15 k readers monthly

85 k readers monthly

127 k readers monthly

10 k readers monthly

Example of the most famous bloggers

WHO WE LIKE TO READ?

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THANK YOU!

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

In case You have any further questions concerning Media Landscape Updater, please contact Andrzej Piskorekpiskorek@mediadirection.com.pl