Population - ABC Hrvatska95% via some type of cable operator or IPTV Betweeen half hour and 2 hours...
Transcript of Population - ABC Hrvatska95% via some type of cable operator or IPTV Betweeen half hour and 2 hours...
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Population
2.1 Million Average Salary
400 Euro Unemployment
26 %
No statiscal data about how many
are working abroad
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2014 GDP Total 11.3 Billion
2014 GDP Rank
130th GDP Growth
3.8 %
The economy is strongly influenced by the political crisis Driven by public infrastructural projects and foreign investment, growth is likely to top 3%
in the coming years, but joblessness and poverty remain major problems.
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Market Research • Audience and Brand research
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Media Market Research
TV
Ratings + Monitoring 440 households Arianna Nielsen
PRINT
Ratings + Monitoring CATI, sample - 250 individuals daily Analitika
RADIO
Ratings CATI, sample 180 - 190 individuals daily Media Puls
INTERNET
Web audience
measurement
information
obtained through
cookies attached
Gemius Explorer &
Gemius Audience
Official monitoring available only for TV and Print
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Media insight 2015
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TV
28 Mil.
OOH
6 Mil.
Print & Magazines
6 Mil. Internet
4 Mil. Radio
3 Mil.
47 Total 2014 net-net media, approx.:
million
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Annual Change | 2013-2014
5%
-4%
0%
0%
3%
Online
Print
Radio
Outdoor
TV
Source: Nielsen
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88.20%
15.80% 6.30%
82.60%
41.60%
14.60%
79.60%
59.30%
24.70%
70.90% 69.20% 59.60%
TV Internet Print
Primary
Secondary
High
Post Grad.
In 2014 television was the most important medium for informing the Macedonian audience. 82.7% of respondents said that they were informed about domestic and foreign events via TV. Only 1.3% of the population has never used TV as source of information. Internet is the second choice the Macedonian citizen uses as source of information, with 41.4% using it every day or almost every day.
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TV
TV MEDIA MARKET
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STATE OWNED BROADCASTING SERVICE TERRESTRIAL MULTIPLEX TV SATELLITE TV
MRT 1 MRT 2 - Albanian MRT 3
TV Sitel TV Kanal 5 TV Alsat – Albanian TV Alfa TV Telma
TV Sitel 3 TV Kanal 5+ Nasha TV TV 21 Albanian TV Sonce TV 24 Vesti TV Era Albanian
Digital signal since 2013 95% via some type of cable operator or IPTV
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Betweeen half hour and 2 hours
23%
Don’t watch TV at all 2%
Between 2-4 hours 37%
Less than half hour 6%
More than 4 hours 33%
0%
How many hours a day are you watching TV approximately?
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TV
• TV scene is still dominant, in the sense of daily time spent in front of TV but also as influence
• Around 60% of adv. budget
• Ratings are strongly influenced by Turkish synchronized telenovelas and TV shows produced in Belgrade.
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The majority of the respondents were dissatisfied with the quality of the
movie program (48.60%), and that same percentage does not watch
Macedonian TV programs;
They opt for “others”, over 50% of them, which perhaps is rare in the world;
28.9% answered that they most often watch “Discovery” and almost equally
(20.8% or 20,6%) Fox and Sport Club.
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1.7%
1.9%
2.0%
2.0%
2.3%
2.4%
2.5%
2.5%
3.1%
3.2%
3.3%
3.5%
4.6%
4.7%
5.0%
5.3%
5.4%
5.5%
6.2%
8.2%
8.3%
9.5%
10.1%
10.4%
12.9%
13.5%
13.7%
20.6%
20.8%
28.9%
BOOMERANG
CNN
B 92
RTK
AXN
24 KITCHEN
KLAN
ARENA SPORT
BALKANIKA
PLANETA
PINK
TLC
HISTORY
HBO
OBN
VH 1
TOP CHANEL
RTV 21
TV 1000
CINEMANIA
MTV
ANIMAL PLANET
HRT
NATIONAL GEOGRAPHIC
DM SAT
EUROSPORT
RTS
SPORT KLUB
FOX
DISCOVERY
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109.82
182.61
253.45
402.62
348.68
406.94
587.49 587.16 584.67 538.29
74.64
127.25
187.97
299.93276.96
204.63
348.57361.42
269.78 276.86
6.87 26.97
85.97 162.44 96.99 103.41
154.05148.4
156.78 164.25
92.4498.27
106.59 113.41 106.87 110.05 111.62 113.17 103.37 92.22
176.2
162.71
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
ТВ Сител ТВ Канал 5 ТВ Алсат-М ТВ Телма ТВ Алфа
The five television stations that broadcast via terrestrial multiplex throughout the whole country accumulated a total revenue of 21 mill. Euros together
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TV Sitel 44%
TV Telma 6%
TV Alfa 13% TV Alsat-M
12%
TV Kanal5 21%
MTV 4%
The Macedonian Radio Television
makes only about 4% percent of its
revenue from advertising, although
the commercial breaks are restricted.
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TOP 10 TV Categories 2015 CATEGORY Eqv. GRPs SO$%
1 SOFT DRINKS 749985 12,4%
2 GOVERNMENT AND LOCAL GOVERNMENT PROJECTS 72581 5,4%
3 TELECOMUNICATION 55359 7,6%
4 ALCOHOL BEVERAGES 36759 6,1%
5 OTC 34043 5,4%
6 SWEETS 29622 4,3%
7 HOUSEHOLD PRODUCTS 25299 3,9%
8 COFFEE 24285 3,7%
9 POLITICAL PARTIES AND ORGANIZATION 19176 2,7%
10 FURNITURE AND ADDITIONAL EQUIPMENT 17545 2,5%
OTHER 315749 46,1%
Period: JAN - SEP 2015
Sour
ce:
AGB
Nie
lsen
TG
:TI
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RADIO
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Slobodna Makedonija
31%
Antenna 5 36%
Ros Metropolis 5%
Kanal 77 28%
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PRINT
PRINT MARKET
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Print scene - Highlights
v Low number and low quality of print media in general
v Print market is declining
v Daily newspapers have higher decline in investment than magazines
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FRC Budget spending through years
44% -21%
-44% -57% 41%
-19% -63% 12% -14% -20% -1% -14% -26% -9% -80%
-60%
-40%
-20%
0%
20%
40%
60%
0
2
4
6
8
10
12
14
2010 2011 2012 2013 2014 2014/Jan-Sep 2015/Jan-Sep
EUR$MIO$
Dailies Magazines
!33%$!26%$
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Share of Spending JAN-SEP 2015
Daily 55.36%
Quartal 1.11%
Monthly 10.44%
Weekly 32.90%
Other 0.18%
Sour
ce:
Anal
itik
a
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ADVERTISER FRC in Euro. SO$%
1 ALKALOID 384,462.15 € 18.02%
2 EVN 139,972.83 € 198.65%
3 T-Group 139,130.65 € 4.82%
4 MOZZART BET 135,441.60 € 12.06%
5 VITAMINKA 127,975.39 € 14.44%
6 STOPANSKA BANKA 111,137.77 € 17.63%
7 PORSCHE SKOPJE 92,720.00 € 4.51%
8 UNIVERCITY DENTAL CLINICAL CENTER 89,439.80 € 4.60%
9 TINEX 88,586.40 € -36.55%
10 VIP 76,874.02 € -40.21%
TOP 10 Print Advertisers 2015 Period: JAN - SEP 2015
Sour
ce:
Anal
itik
a
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OOH
Outdoor Advertising
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2.800 OOH locations Skopje and MKD towns
Investment: OOH market investment after loses in 2009-2012 is now stabile
Trends: Indoor advertising in mall’s and new city buses doubledeckers
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Akzent Media 46%
Screen Media 21%
Medias 7%
Kala Plakat 20%
Others 6%
With the latest development in the OOH market, there are 2 big players left, both of them are local
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DIGITAL WEB
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75% of households own a Internet connection
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v 70% of users are online daily v 62% of the internet users are on the social media daily
v There are 1.060.000 FB profiles,
v Online market is still not fully regulated and settled, v Around 200 active web sites,
v Only the biggest web sites have switched to CPM model,
WEB – Highlights
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JIC in Macedonia
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As it was said in the announcement of my presentation, Macedonia has
undergone an international tender procedure for selecting a research
company that would conduct TAM (Television audience measurement).
No, it was not done in Slovenia nor in Croatia...
But in Macedonia! Yes, interesting. How this has happened in Macedonia. Lets start from beginning.
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Until 2007 we used the AGB Nielsen’s dairy methodology.
Since 2007 400 people-meters have been installed throughout Macedonia.
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In February 2015 we established a Joint Industry Committee consisting of
the MRT State Broadcasting Service, the five private national TV stations
that broadcast via terrestrial multiplex, and the Macedonian Association of
Agencies for Marketing (MAAM). The goal for establishing the Committee was to select the agency that will provide relevant, accurate and precise
TV audience measurement data that will be trusted by all users.
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What lead to establishing the JIC, the first
one in neighboring countries?
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Based on our agreement for stabilization and association with EU, we have to pass a million of different laws and regulations. Among them was new law on media. In one of the articles of this Law, just vaguely mentions that the Agency for Audio-visual services will perform the official TV audience measurement.
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MAAM made a huge pressure through the media. Finally it was decided to organize an official international tender. The AVMU in cooperation with Association of broadcasters and MAAM prepared the regulations where was implemented our request to establish the JIC. The ratio of the founders, as well as the payment method of the future TAM would be: 70% TV stations, 20% agencies and 10% the Association of Advertisers.
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MAAM opinion was that the State Agency for Media (AVMU) and the Public service MRTV should not have equal voting right in the JIC. After a series of meetings and lobbying, we made a compromise for the AVMU to be a member without the right to vote while MRTV would be an equal member. The last problem we needed to solve was that the advertisers did not have an association of their own and their part in the establishment of the JIC was taken over by the TV stations. In order to protect the TV stations we introduced the rule that for the adoption of any law besides the simple majority we should also have the majority of votes by the TV stations.
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After we finally established the JIC, lobbying started immediately The key point were the criteria. If we did not have very clear and restrictive criteria, we could have a dangerous situation where a small local company would win the tender. The MAAM insisted for the tender to set high criteria in order to attract only the big international companies and we managed to get our demands accepted. The technical specification defined that the eligible companies to apply would need to provide quality standards as well as transparency standards
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While working on the establish survey we issued the tender
By setting the criteria high, ( company’s which would like to participate must have at least 5 years experience in TAM and reference of 3 or more countries in the EU or OECD, we practically decided that the call will be open only to the big international companies. To ensure that the tender will be noticed by the big players, we contacted directly several big companies that we assumed would be interested to participate. At the end we got 3 applications.
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Participating companies
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Before the presentations the three companies
requested the contract period to be changed,
from the proposed 5 years extending it to 7
years in order for them to have business logic
to participate in the tender
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All the companies had excellent presentation’s. The first phase foresaw live presentation of their references, organizational structure of the team in Macedonia, the software and the hardware and the peoplemeters that would be installed.
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To avoid manipulation and leaking of information about the price, the financial bids were set to be sent on the same day, two days after the presentations. All were given the responsibility to make 3 offers based on 3 different numbers of people-meters. 450 - 520 - 570 for monitoring the eight channels. Also, they were asked to give 2 types of offers. 1. Where JIC is the owner of data, 2. And the research company alone sells the data on the market.
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We will know soon which company will win the tender.
But what is conclusion based on macedonia experience:
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1. Organize your self before some “other” start organizing you
2. With formally registered JIC as a condition, there is no “small” market’s even for the players of caliber of Kantar, GFK….
3. Before starting the pitch, define are you ready as a JIC to be the exclusive buyer and seller of TAM data
4. In the case of exclusivity which usually is condition for big players to
enter the tender, predefine as a JIC the criteria how you gone split the expenses and incomes.