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Amm Market Overview 2010

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  • Украинская реклама падала не одна, но наш рынок устоял качественно Пример: В России падение рынка 2009 - 30% . И сразу же были приняты меры и снижено качество исследований TNS – Gallop , а также свернуты региональные про е кты на уровне всего рынка

Transcript

  • 1. Habitation Area: Ukrainian Media Market 2010
  • 2. Inflation… Deflation… Who Cares? Deflation… Good News or Bad news? For Whom How 
  • 3. Media Market’s Health. Why is it important for us? Investigate & develop Cultivate Analyze & Cure Understand the situation & See growth The “Healthier” our Media Market is, the wealthier are our clients … … the better is our Agency… SO… VERY IMPORTANT for EACH OF US to…
  • 4. Pure Statistics. Let’s make it understandable
  • 5. Ad World 2008: USA sucks, Europe Rules  Region 2008 (bln) Africa $0,78 Asia $17,59 Europe $46,26 Latin America $4,819 Middle East $1,992 Canada $2,037 USA $44,447 Worldwide $117,925
  • 6. Top 10 Advertisers Worldwide 200 8 by estimated ad spends (Bln) American companies rule the world
  • 7. Top 20 Advertisers (WGRPs): Ukraine Note: was considered only direct placement, TA 18+ Producer Procter&Gamble L'Oreal Colgate-Palmolive company Henkel Unilever Reckitt Benckiser Sun Interbrew MTC Nestle Kraft Foods Kyivstar GSM GlaxoSmithKline Schwarzkopf&Henkel cosmetics BBH SC Johnson Life:) Coca-Cola Obolon CJSC Danone
  • 8. Macroreview. Globally Data Source: International Monetary Found (IMF) Main message World Economic Outlook (WEO) , October 2009 : “ Global recession is getting over but upturn will be slow”
  • 9. Ukrainian Media compared to other media Ukrainian ad market has been falling not all alone however our market had stand its ground qualitatively Example : In Russia 2009 market fall - 30% . Instantly, TNS – Gallop survey quality was decreased and regional projects was brought to a close Data source : АКАР, august 2009
  • 10. But the good thing is… Consumers DO NOT change media behavior
    • TV viewing: increased - 4.13 hours on average
    • Reading: newspapers decreased by 5-7%, magazines are stable
    • Internet is growing from year to year about 15% ( ТА 17 - 24 ) and 24% ( ТА 25-45 )
    • Radio listening is decreasing about 5-6% each year
  • 11. Media attention dynamic
  • 12. Who needs “only TV market?” It’s not like it seems TV didn’t become the only media as everyone’s expected
  • 13. Market Monsters’ constancy
  • 14. Market challengers Mobile connection Hygiene Alcohol Home care + 47% + 149% + 47% + 32% -28% -5% -24% -8% Someone increases activity in spite of crisis
  • 15. Top 15 Categories: Ukraine 2008-2009 Note: was considered only direct placement, TA 18+ Category 2008 (wgrp) 2009 (wgrp) Changes Growth rate Drugs 117 170 152 943 35 773 31% Personal care 137 240 139 757 2 517 2% Cosmetics 115 268 126 808 11 540 10% Connection 144 191 122 528 -21 663 -15% Household cleaning products 122 518 120 954 -1 564 -1% Nonalcoholic drinks 102 095 99 896 -2 199 -2% Food 104 403 97 264 -7 139 -7% Alcoholic drink 97 596 81 698 -15 898 -16% Sweet goods 100 380 79 209 -21 171 -21% Social advertising 11 464 51 267 39 803 347% Financial 39 978 31 736 -8 243 -21% Trade 30 467 30 330 -137 0% Perfumery 33 105 28 168 -4 937 -15% Entertainment 32 730 28 148 -4 582 -14% Cars 38 288 27 807 -10 481 -27% Others 161 331 138 123 -23 208 -14%
  • 16. Top 20 Advertisers (WGRPs): Ukraine Note: was considered only direct placement, TA 18+ Producer 2008 (wgrp) 2009 (wgrp) Changes Growth rate Procter&Gamble 96 146 87 131 -9 015 -9% L'Oreal 45 346 60 238 14 892 33% Colgate-Palmolive company 45 211 42 162 -3 049 -7% Henkel 27 054 40 912 13 858 51% Unilever 54 002 40 714 -13 288 -25% Reckitt Benckiser 38 585 39 378 793 2% Sun Interbrew 43 218 37 855 -5 363 -12% MTC 46 885 36 480 -10 404 -22% Nestle 45 797 35 172 -10 625 -23% Kraft Foods 28 665 34 318 5 653 20% Kyivstar GSM 41 942 32 150 -9 791 -23% GlaxoSmithKline 11 949 29 947 17 998 151% Schwarzkopf&Henkel cosmetics 14 086 22 431 8 345 59% BBH 21 192 19 932 -1 260 -6% SC Johnson 19 667 18 658 -1 009 -5% Life:) 12 062 18 560 6 498 54% Coca-Cola 25 482 18 501 -6 980 -27% Obolon CJSC 20 540 18 338 -2 202 -11% Danone 21 171 16 617 -4 554 -22%
  • 17. Top Ukraine Agencies Media Agencies Media Groups Billing-2009 mln UAH (net) MindShare GroupM 300 + AITI/Carat Aegis Media 251  -  300 Media Systems Dentsu-Smart 251  -  300 MediaVest Publicis Groupe Ukraine 251  -  300 Optimum Media Omnicom 251  -  300 Starcom Publicis Groupe Ukraine 251  -  300 Радник Local 251  -  300 Maxima Local 201 - 250 Media Direction AGL/Omnicom Media Group 201 - 250 ZenithOptimedia Publicis Groupe Ukraine 201 - 250 AMM/Vizeum Aegis Media 151 - 200 МПГ Local 151 - 200 MediaCom GroupM 151 - 200 Arena/Media Expert ADV Group 101 - 150 Initiative ADV Group 101 - 150 Mediaedge:cia GroupM 101 - 150 UniversalMcCann ADV Group 101 - 150
  • 18. World advertising trends 2010 global trends more insight more people in motion more understanding better product more innovation more engagement Digital Data Source : Aegis Media Review
  • 19. Everything is gonna be alright Nobody is perfect but…