by
1. OMD – new brandscience unit2. Media snapshot3. TV advertising4. Press advertising5. Outdoor advertising6. Cinema advert...
BrandScience is a Omnicom’s consultancyspecialising in measuring and maximising thevalue created from marketing. BrandScie...
Statistical analysis of key business drivers isolating and quantifying each effect on your KPI (e.g. sales)               ...
• Landscape• Media shares• Biggest players• Sectors• Media perspectives in 2012
1,000,000,000                                                                                                             ...
Television                                                                              -1,5%      Radio  MagazinesNewspap...
By the end of October 2011, half of biggest advertisers decreased their mediainvestments. The biggest drop in terms of RC ...
COMPUTER & AUDIO VIDEO100%                                                  HOUSEHOLD APPLIANCES, FURNITURE & DECORATION  ...
TV                       OOH                         PRINT                INTERNET    TV market in                   OOH w...
• Average Time Viewed• All time viewing• Commercial impact• Minutes sold• Nice to know• TV Digitization - 2013
300280                                          2010    2011260240220200180160140120100      1   3   5   7   9 11 13 15 17...
20%                                                                                                       All 16-49       ...
All 16-49                                                                                       TVP130%                   ...
Advertising Seconds sold - total market7,000,0006,000,0005,000,0004,000,0003,000,0002,000,0001,000,000       0            ...
Advertising Seconds sold - TVP200,000180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000     0          1 2 3 ...
Advertising Seconds sold - TVN120,000100,000 80,000 60,000 40,000 20,000     0          1 2 3 4 5 6 7 8 9 10 11 12 13 14 1...
Advertising Seconds Sold - Polsat140,000120,000100,000 80,000 60,000 40,000 20,000     0          1 2 3 4 5 6 7 8 9 10 11 ...
Advertising Seconds Sold - AT Media4,000,0003,500,0003,000,0002,500,0002,000,0001,500,0001,000,000 500,000       0        ...
The future of TV is multiscreenpresence. TV programs will bepresented on digital platformsbut also tablets, smartphonesand...
TV Market in Poland (distribution channels/ sources ofsignal)                                          Source: cyfryzajca....
Before and after digitization process in Poland                                  Source: cyfryzacja.gov.pl
Ministry of Infrastructure in Polanddeclared that digitization process isgoing to end until 31th of July 2013.During inter...
• More channels available for public• Better quality of vision and sound• Less interferences• Two formats accepted (4:3 or...
• Investments• Seasonality• Players and sectors• Publishers
5,000,000,0004,500,000,000                                                                                                ...
50000000                                                              4500045000000                                       ...
800,000,000                                                                120000700,000,000                              ...
700,000,000                                                          100000                                               ...
In November the Publisher G+J Polska published aspecial edition of a bimonthly magazine „Gala Men”.
„Maxim" debuted on the market at a price of 8 zl, a volumeof 148 pages and circulation of 126 thousands.                  ...
Print shrinks. In order to attract new customers Publishers turn to new   .                                        solutio...
Sales            „Fakt” (tabloid) is constantly the leader among dailies, the second is „Gazeta Wyborcza”                 ...
Sales            Angora is the leader among weekly reviews. We do not observe a significant          decline in this group...
SalesThe readership of magazines generally declines, although weobserve wide fluctuations in the readership in some months...
• Investments• Seasonality• Market shares• Ad types
2,000,000,000                                                                                 Full Year           Jan-Oct ...
130,000,000120,000,000110,000,000100,000,000 90,000,000 80,000,000 70,000,000                                             ...
2009                             2010                                   Jan-Oct 2011                        AMS           ...
700,000,000600,000,000                                 Jan-Oct 2009   Jan-Oct 2010   Jan-Oct 2011500,000,000400,000,000300...
In October Levi’s conducted the design contest for mural. The victorious project was depicted on the                      ...
First, after the renovation, Total Branding campaign at the Central Station in Warsaw.     Campaign carried out for H&M in...
Below are the principles of the sale of carriers in 2012 (May-July;EURO 2012 football championship) from main suppliers:AM...
700,000,000                                                                                         Full Year     Jan-Oct ...
90,000,00080,000,00070,000,00060,000,00050,000,00040,000,00030,000,00020,000,000                                          ...
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES                                                  CLOTHING & ACCESSORIES100%     ...
2009                       2010                      Jan-Oct 2011                MULTIKINO                  MULTIKINO     ...
45,000,000                                                                                    Full Year    Jan - Oct40,000...
1,7 M.   1,4 M.   1,2 M.   1,2 M.   1 M.0,9 M.   0,8 M.   0,7 M.   0,7 M.   0,7 M.                                        ...
• Investments• Seasonality• Media owners• Media shares
Full Year                               Jan-Oct 20112,500,000,0002,000,000,000                                            ...
340,000,000290,000,000240,000,000190,000,000140,000,000 90,000,000                                                2009    ...
2009   GRUPA RMF                   2010   GRUPA RMF                   Jan-Oct 2011                                        ...
2009                       2010                  Jan-Oct 2011                        RMF FM                     RMF FM    ...
The RMF Group published new advertisement price listfor the winter period (valid from 2.01.2012 to 1.02.2012).The new prod...
Classic PiNZET Barometr                                                                  ZET Barometr                     ...
In the face of the economic crisis one may think that the Internet advertising alsotook a hit. That would be a mistake – t...
The 66% growth of Video advertising in terms of expenditures shows us that this  channel will be one of the mainly used by...
Onets VOD platform has expanded its offer by including current TVP programs. Such  move is guaranteed to draw viewers to t...
Number of fans9,000                                                          7,7698,0007,0006,000                         ...
In November, Citroen Polska Facebook fan page has been the most dynamicallygrowing fanpage in the Automotive category with...
Support introduction of Citroen DS4      into the Polish market   Users could create their own  manifest by using pre-reco...
Find us on Facebook           • It is a good year for Media Direction Digital. There are             new awards in our „di...
Media Direction Group webpage:www.mediadirection.com.pl                           In case You have any further questions  ...
Media landscape updater 2011
Media landscape updater 2011
Media landscape updater 2011
Media landscape updater 2011
Media landscape updater 2011
Media landscape updater 2011
Media landscape updater 2011
Media landscape updater 2011
Media landscape updater 2011
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Media landscape updater 2011

  1. 1. by
  2. 2. 1. OMD – new brandscience unit2. Media snapshot3. TV advertising4. Press advertising5. Outdoor advertising6. Cinema advertising7. Radio advertising8. Online advertising9. Inspiration Point
  3. 3. BrandScience is a Omnicom’s consultancyspecialising in measuring and maximising thevalue created from marketing. BrandScience isa global player in the econometrics market withreal teams across the world. New polish unit isa part of Media Direction GroupWe measure what matters…• Impacts of the driving factors on key business performanceindicators• Intermediate impacts of brand/influence/responsemeasures and how these in turn are driven by marketing…and in the right way• Understanding how media and marketing work• Understanding businesses• Understanding media, marketing and business data• Understanding ‘brand equity’ and long term / manifoldeffects
  4. 4. Statistical analysis of key business drivers isolating and quantifying each effect on your KPI (e.g. sales) Better data led decisions Budget Setting (across brands, Investment allocation (channels) subbrands, products) to meet Business Media mix planning (flighting, weights) Objectives Competitor understanding External impacts Model decomposition of all key ROI Contributions Diminishing returns Dynamic scenario system factors driving salesWhat does it need from me?A meeting to discuss your top questions/objectives. Weekly data – spanning 2+ years covering KPI/sales and all drivers of KPI/sales,you & the competition. BrandScience can add weather and economic datasets to your data. Contact Rafał Wyszyoski, BrandScienceDirector at wyszynski@mediadirection.com.pl to arrange a meeting
  5. 5. • Landscape• Media shares• Biggest players• Sectors• Media perspectives in 2012
  6. 6. 1,000,000,000 1,500,000,000 2,000,000,000 2,500,000,000 3,000,000,000 500,000,000 0 1,104,630,695 1 1,296,099,997 1,378,856,606 1,267,867,846 2 1,550,291,252 1,568,210,922 2009 1,795,466,091 3 2,252,390,912 pessimistic. 2,319,615,364 1,749,557,807 2010 4 1,702,335,599 2,226,332,270 1,932,377,662 5 2,418,117,333 2011 2,434,411,424 1,723,087,025 6 2,208,733,440 2,230,662,500 1,167,487,654 7 1,475,902,129 1,519,585,966 1,150,998,783 8 1,355,338,094 1,396,982,651 1,902,118,715 9 2,239,536,676 2,268,105,266 2,291,803,603 2,681,584,949 10 2,595,193,728 2,310,570,480 2,501,304,160 11 increased YoY by 4%). Estimations for further months are rather 1,965,840,548 marketers decreased media budgets by 3% (overall media market 2,050,958,424 12 Media market faces economic slowdown – that’s the fact. In OctoberSource: Kantar Media, ratecard expenditures
  7. 7. Television -1,5% Radio MagazinesNewspapers Jan-Oct 2011 Jan-Oct 2010 Outdoor Jan-Oct 2009 Cinema 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Cinema Outdoor Newspapers Magazines Radio TelevisionJan-Oct 2011 550,976,227 1,035,271,771 1,513,174,215 2,320,422,329 2,573,174,406 11,944,937,749Jan-Oct 2010 528,580,378 987,178,005 1,513,458,874 2,044,568,393 1,986,460,038 12,120,084,693Jan-Oct 2009 346,370,887 1,037,564,040 1,543,487,854 1,994,194,257 1,701,943,019 9,461,835,824 TV is the strongest medium with share on the level of 60%, however in 4Q we observe negative dynamic of TV investments (In October -1,5% YoY). Radio notes the highest increase of expenditures (29%). Investments for Cinema, Outdoor and Newspapers are on the stable level. Free emissions, better placements, additional discounts may inflate ratecard growth. Source: Kantar Media, ratecard expenditures
  8. 8. By the end of October 2011, half of biggest advertisers decreased their mediainvestments. The biggest drop in terms of RC expenditures was noted by Unileverand Henkel. The biggest increase of expenditures noted by Lidl and Aflofarm. Source: Kantar Media
  9. 9. COMPUTER & AUDIO VIDEO100% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 4% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES 5% 4% 4% 5% TRAVEL / TOURISM / HOTELS & RESTAURANTS 80% 6% 5% 6% 8% 6% CLOTHING & ACCESSORIES 7% 7% 7% LEISURE 7% 60% 7% 7% BEVERAGES & ALCOHOLS 6% 8% 7% AUTOMOTIVE 8% 10% 8% MEDIA, BOOKS, CDs AND DVDs 40% 10% 9% OTHERS 14% 13% FINANCIAL 12% 20% 9% RETAIL 11% 12% HYGIENE & BEAUTY CARE 14% 15% TELECOMS 0% 13% PHARMACEUTICAL PRODUCTS, MEDICINE 2009 FOOD 2010 Jan-Oct 2011 For the last three years top 3 sectors are: food, medicines and telecoms. Source: Kantar Media
  10. 10. TV OOH PRINT INTERNET TV market in OOH will Expected drop in Digital media are 2012 will be benefit most readership of print under constant nervous and from UEFA Euro development unpredictable 2012 1. Outdoor will be one of 1. We expect market 1. Increasing importance1. It will be hit by the main medium slowdown can generate of VOD (though off lowslowdown in Q4 2011 opportunities base) 2. Despite expected2. TV channels will impose economic slowdownhigher inflation in Q1 to marketers will try to useoffset loss in Q4 2011 the occasion 3. Thousands of people 2. Facebook will overtake3. Real battle will be in Q2 2. Recommend holding will be outside and also local social networkand after UEFA EURO – back money for last- international public offering (nk.pl)especially in Q4 minute deals 4. June / July – the best4. War of nerves will be period for outdoorgoverning topic in most advertisingmedia conversations
  11. 11. • Average Time Viewed• All time viewing• Commercial impact• Minutes sold• Nice to know• TV Digitization - 2013
  12. 12. 300280 2010 2011260240220200180160140120100 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 Average Time Viewed (in minutes) is at a slightly lower level than in the previous year. ATV is higher during the winter months what reflects traditional seasonality on Polish media market. Source: AGB Research Nielsen
  13. 13. 20% All 16-49 TVP1 TVP2 18% Polsat 16% TVN 14% TVP thematic (7) 12% Polsat thematic (11) 10% TVN thematic (10) AtMedia (52) 8% Discovery (8) 6% TVP3 4% TV4 2% TVN7 other cab/sat 0% 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 We can observe rise of shares of mainstream channels - TVN and Polsat. At the same time thematic channels shares fall.TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP SportPolsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport Extra Source: AGB Research NielsenTVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TVAt 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, ComedyCentral, 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, KinoPolska, 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, Polo TV, Rodin TV, SciFi Universam
  14. 14. All 16-49 TVP130% TVP2 Polsat25% TVN20% TVP thematic (7) Polsat thematic (11)15% TVN thematic (10)10% AtMedia (49) Discovery (7) 5% TVP3 TV4 0% 1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031323334353637383940414243444546474849505152 TVN7 TVN and Polsat have the highest share among TV market. At Media is between TVP1 and TVP2 – both are mainstream channels.TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP SportPolsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport ExtraTVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TVAt 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, ComedyCentral, 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, KinoPolska, 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, Polo TV, Rodin TV, SciFi Universam , Source: AGB Research Nielsen
  15. 15. Advertising Seconds sold - total market7,000,0006,000,0005,000,0004,000,0003,000,0002,000,0001,000,000 0 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 2006 2007 2008 2009 2010 2011 Week 42– 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 – e.g. Polo TV, Rodin TV and SCIFI Universal) Source: AGB Research Nielsen
  16. 16. Advertising Seconds sold - TVP200,000180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000 0 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 2006 2007 2008 2009 2010 2011 In 2011 TVP (TVP1 & TVP2) opened more inventory, than in previous years. It exceeded several times 180 000 seconds per week. Source: AGB Research Nielsen
  17. 17. Advertising Seconds sold - TVN120,000100,000 80,000 60,000 40,000 20,000 0 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 2006 2007 2008 2009 2010 2011 TVN keeps similar level as in previous years. Source: AGB Research Nielsen
  18. 18. Advertising Seconds Sold - Polsat140,000120,000100,000 80,000 60,000 40,000 20,000 0 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 2006 2007 2008 2009 2010 2011 Polsat increased their inventory to the sell out limit (which is 12 minutes per hour). Source: AGB Research Nielsen
  19. 19. Advertising Seconds Sold - AT Media4,000,0003,500,0003,000,0002,500,0002,000,0001,500,0001,000,000 500,000 0 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 2006 2007 2008 2009 2010 2011 At Media as a broker modifies their portfolio regularly. Currently It is about 3,2 million seconds per week. Source: AGB Research Nielsen
  20. 20. The future of TV is multiscreenpresence. TV programs will bepresented on digital platformsbut also tablets, smartphonesand consoles. It alreadyhappens, Polsat presents TVmaterials on internet platformIpla, TVN on TVN Player.
  21. 21. TV Market in Poland (distribution channels/ sources ofsignal) Source: cyfryzajca.gov.pl
  22. 22. Before and after digitization process in Poland Source: cyfryzacja.gov.pl
  23. 23. Ministry of Infrastructure in Polanddeclared that digitization process isgoing to end until 31th of July 2013.During internationalarrangement, there was made adecision, that analogue televisionis going to disappear of Europeuntil 2015.
  24. 24. • More channels available for public• Better quality of vision and sound• Less interferences• Two formats accepted (4:3 or panoramic 16:9)• Access to additional interactive services
  25. 25. • Investments• Seasonality• Players and sectors• Publishers
  26. 26. 5,000,000,0004,500,000,000 Full Year Jan-Oct4,000,000,0003,500,000,000 4,452,430,0983,000,000,000 4,402,244,708 3,833,596,544 3,558,027,267 3,537,682,1112,500,000,0002,000,000,0001,500,000,0001,000,000,000 500,000,000 0 2009 2010 2011 Advertisersof October 2011 advertisers invested over 8% more in comparison to By the end invested 10% more in press vs. Jan-June 2010, but bought the same period of 2010. Free emissions and beneficial last offers may cause the only 5% ads more by thismay not translate into increase of net expenditures. ratecard growth, however it period (it is still less by 1% than in 2009) Source: Kantar Media
  27. 27. 50000000 4500045000000 4000040000000 35000 Investments I - XII 200935000000 30000 Investments I - XII30000000 2010 2500025000000 Investments I - X 2011 2000020000000 Insertions I - XII 15000 200915000000 Insertions I - XII 10000 201010000000 Insertions I - X 201150000000 5000 0 0 1 2 3 4 5 6 7 8 9 10 11 12 Advertisers invested 10% more in press vs. Jan-June 2010, but bought Advertisers invested 8% more in press vs. Jan – Oct 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009) only 1% ads more by this period (it is still less by 2% than in 2009). Source: Kantar Media
  28. 28. 800,000,000 120000700,000,000 100000600,000,000 80000500,000,000 Investments Jan-Oct400,000,000 60000 2009300,000,000 Investments Jan-Oct 40000 2010200,000,000 20000 Investments Jan-Oct100,000,000 2011 0 0 Insertions Jan-Oct 2009 Insertions Jan-Oct 2010 Insertions Jan-Oct 2011 We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Financial sector. On the other hand automotive sector, Retail and Food are rather pulling back from print media. Source: Kantar Media
  29. 29. 700,000,000 100000 90000600,000,000 80000 Investments Jan-Oct 2009500,000,000 70000 60000 Investments Jan-Oct400,000,000 2010 50000300,000,000 40000 Investments Jan-Oct 2011200,000,000 30000 20000 Insertions Jan-Oct100,000,000 2009 10000 0 0 Insertions Jan-Oct 2010 Insertions Jan-Oct 2011 Agora is no1 Publisher, but it’s loosing its potential. Bauer increases its revenues even by 42%. Source: Kantar Media, M&MP
  30. 30. In November the Publisher G+J Polska published aspecial edition of a bimonthly magazine „Gala Men”.
  31. 31. „Maxim" debuted on the market at a price of 8 zl, a volumeof 148 pages and circulation of 126 thousands. Publisher Ginza Media Group is not the first publisher of "Maxim" in Poland. For the first time it appeared in years 2001 - 2003 and was published by Hachette Filipacchi Poland (now, after an ownership change, it operates under the name of Burda Media Poland). In mid-2003 the title was closed, because of dissapointing sales.
  32. 32. Print shrinks. In order to attract new customers Publishers turn to new . solutions like e-editions on tablets AVAILABILITY: Journals: „Rzeczpospolita”, „Super Express”, Journal`s Polska Press publisher, Jurnal`s Media Regionalne , „Dziennik Gazeta Prawna”. Weekly reviews: „Angora”, „Newsweek”, „Polityka”, „Przekrój”, „Wprost” Lifestyle magazines: „Wysokie Obcasy Extra”, „K- mag”, „MaleMen”, „Machina” Business magazines: „Forbes”, „Bloomberg”Tablet PC Edition costs on average approximately 0,79 – 0,99 euro, but many issues are free.
  33. 33. Sales „Fakt” (tabloid) is constantly the leader among dailies, the second is „Gazeta Wyborcza” (nationwide opinion forming title). Generally, for the last two years we observe a slight decrease in dailies readership. A significant increase was only visible in April 2010 after Smolensk plane crash.Above mentioned dailies are chosen according to the dailies press ranking prepared for group all respondents.
  34. 34. Sales Angora is the leader among weekly reviews. We do not observe a significant decline in this group of titles. „Przekroj” notes a slight decline. „Gość Niedzielny” – catholic weekly, has high position among others weekly reviews. „Uważam Rze” notes very high readership – on the same level as „Polityka”Above mentioned weekly reviews are chosen according to the press ranking of weekly reviews prepared for group all respondents.
  35. 35. SalesThe readership of magazines generally declines, although weobserve wide fluctuations in the readership in some months. Above mentioned magazines are chosen according to the press ranking of monthly magazines prepared for group all respondents.
  36. 36. • Investments• Seasonality• Market shares• Ad types
  37. 37. 2,000,000,000 Full Year Jan-Oct 20111,800,000,0001,600,000,0001,400,000,0001,200,000,0001,000,000,000 1,229,508,066 1,185,675,851 800,000,000 1,037,564,040 1,035,271,771 987,178,005 600,000,000 400,000,000 200,000,000 0 2009 2010 2011 By the end of October 2011 advertisers invested over 5% more in comparison to the same period of 2010 Source: Kantar Media
  38. 38. 130,000,000120,000,000110,000,000100,000,000 90,000,000 80,000,000 70,000,000 2009 2010 2011 60,000,000 50,000,000 40,000,000 1 2 3 4 5 6 7 8 9 10 11 12 We observe a typical seasonality of media expenditures, with peak months from March till June and from September till December. Source: Kantar Media
  39. 39. 2009 2010 Jan-Oct 2011 AMS AMS AMS STROER POLSKA STROER POLSKA 14% 0% STROER POLSKA 15% 15% CITYBOARD CITYBOARD MEDIA 31% 31% 32% CITYBOARD MEDIA MEDIA 12% CLEAR CHANNEL 10% CLEAR CHANNEL 10% POLAND 10% POLAND 11% NEWS OUTDOOR NEWS OUTDOOR 16% CLEAR CHANNEL POLAND 14% 18% 19% POLAND POLAND Others 15% Others 27% OthersOutdoor market is consolidated. Over 85% of the market is held by 4biggest media owners.AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with27% share is on the second position. Source: Kantar Media
  40. 40. 700,000,000600,000,000 Jan-Oct 2009 Jan-Oct 2010 Jan-Oct 2011500,000,000400,000,000300,000,000200,000,000100,000,000 - Frontlight Citylight Billboard Backlight Investments on Billboards are decreasing, but we can also observe growth of expenditures on Citilights (by 18%). Investments on Frontlights and Backlights are on a stable level. Source: Kantar Media
  41. 41. In October Levi’s conducted the design contest for mural. The victorious project was depicted on the building on Polna street.
  42. 42. First, after the renovation, Total Branding campaign at the Central Station in Warsaw. Campaign carried out for H&M includes all available carriers at the station: 5 vinyl nets, 2adtracks, carriers in the main hall (backlights + flags), the citylight package and even redirecting the network wifi (NEW!) to the Client Internet address.
  43. 43. Below are the principles of the sale of carriers in 2012 (May-July;EURO 2012 football championship) from main suppliers:AMS:First offer (carriers in packages in four main cities, where EURO 2012Championship will be) went to the sponsors. Prices of this packages in May-Julyare about 15-20% higher than in other months.CLEAR CHANNEL POLAND:Carriers in packages, are offered on internet auction, the rest of the carriers isoffered on usual principles of sale.STROER:The sale of carriers in May-June 2012 will be under the normal procedure accordingto fixed prices and the general rules.CITYBOARD:In 2012 we arent planning price rises, only a few percent because of the inflationand growing running costs of the network. There wont be any extra charges in theperiod before and during the EURO 2012 championship.
  44. 44. 700,000,000 Full Year Jan-Oct 2011600,000,000500,000,000 663,837,150400,000,000 550,976,227 528,580,378 481,186,101300,000,000 346,370,887200,000,000100,000,000 0 2009 2010 2011 Advertisers invested over 4% more till October 2011, in comparison to the same period 2010 (considering monitored players: NAM and Multikino). Source: Kantar Media
  45. 45. 90,000,00080,000,00070,000,00060,000,00050,000,00040,000,00030,000,00020,000,000 2009 2010 201110,000,000 0 1 2 3 4 5 6 7 8 9 10 11 12 As a consequence of the economic slowdown we observe lower dynamic of media expenditures in the second half of the year. Source: Kantar Media
  46. 46. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES CLOTHING & ACCESSORIES100% 3% PHARMACEUTICAL PRODUCTS, MEDICINE 2% 3%90% 5% 8% 3% HYGIENE & BEAUTY CARE 4% 5% 4% HOUSEHOLD APPLIANCES, FURNITURE &80% 4% 6% DECORATION 4% RETAIL 11% 7%70% 10% 7% COMPUTER & AUDIO VIDEO 8%60% 11% 8% TRAVEL / TOURISM / HOTELS & RESTAURANTS 8%50% 5% OTHERS 14%40% 16% 13% FINANCIAL BEVERAGES & ALCOHOLS30% 16% 17% AUTOMOTIVE 18%20% MEDIA, BOOKS, CDs AND DVDs 20%10% 12% 14% TELECOMS FOOD 0% 2009 2010 Jan-Oct 2011 LEISURE Till October 2011 biggest sectors are Leisure, Food and Telecoms. Financial and Media sectors increase their shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat. Source: Kantar Media
  47. 47. 2009 2010 Jan-Oct 2011 MULTIKINO MULTIKINO MULTIKINO NEW AGE NEW AGE NEW AGE 25% MEDIA 35% MEDIA 41% MEDIA75% 65% 59% Polish cinema market is very consolidated – there are only 2 media owners which are monitored. Share of Multikino revenues constantly grows for the last couple of years. Source: Kantar Media
  48. 48. 45,000,000 Full Year Jan - Oct40,000,00035,000,00030,000,000 39,199,53025,000,000 37,497,421 32,210,605 31,124,520 30,489,31520,000,00015,000,00010,000,000 5,000,000 0 2009 2010 2011 Economic slowdown, expensive tickets or rather lack of breathtaking movies – what causes audience to shrink? It seems that all those aspects may be responsible for negative changes. Source: NAM
  49. 49. 1,7 M. 1,4 M. 1,2 M. 1,2 M. 1 M.0,9 M. 0,8 M. 0,7 M. 0,7 M. 0,7 M. Source: NAM
  50. 50. • Investments• Seasonality• Media owners• Media shares
  51. 51. Full Year Jan-Oct 20112,500,000,0002,000,000,000 2,573,174,406 2,478,233,1451,500,000,000 2,110,299,443 1,986,460,038 1,701,933,2851,000,000,000 500,000,000 0 2009 2010 2011 Radio market revenues increased by 30% till October 2011.One of the reasons is high inflation in 2011. By the end of 2011 the dynamic shall slow down as a result of economic slowdown. Source: Kantar Media
  52. 52. 340,000,000290,000,000240,000,000190,000,000140,000,000 90,000,000 2009 2010 2011 40,000,000 1 2 3 4 5 6 7 8 9 10 11 12 We observe a typical seasonality of media expenditures, with peak months from March till June and from September till December. Source: Kantar Media
  53. 53. 2009 GRUPA RMF 2010 GRUPA RMF Jan-Oct 2011 2% 7% 3% EUROZET 8% 2% EUROZET 10% GRUPA RMF GRUPA RADIOWA GRUPA RADIOWA EUROZET 13% 29% TIME 12% 33% TIME 12% 39% AGORA S.A. AGORA S.A. GRUPA RADIOWA 17% TIME 3% 20% POLSKIE RADIO POLSKIE RADIO AGORA S.A. 26% 25% 20% Others Others OthersRadio market is consolidated. About 98% of the market is held by 5biggest media owners.Group RMF has the highest revenues (39% of radio market in Poland).Next on the podium is Eurozet, however losses its share. Source: Kantar Media
  54. 54. 2009 2010 Jan-Oct 2011 RMF FM RMF FM RMF FM ZET ZET 25% 27% PR 3 33% ZET PR 3 47% 42% 49% PR 1 PR 3 PR 1 22% 21% Others Others 17% PR 1 1% 3% 2% 3% 3% 5%For the last years RMF FM and Zet have been the biggest radio stationson Polish market.An important role is played by radio packages like: DrapaczChmur, Package Złote Przeboje, RMF na Maxxxa and others. Source: Kantar Media
  55. 55. The RMF Group published new advertisement price listfor the winter period (valid from 2.01.2012 to 1.02.2012).The new product price list introduced higher prices forRMF FM (by 3,1%) and packages RMF Maxxx and RMFClassic (by 2,5%).Product price lists for 18 local RMF Maxxx and RMFClassic remain unchanged.
  56. 56. Classic PiNZET Barometr ZET Barometr ZET TOTAL Young ZET Barometr Plus (52) (12) (13) (52) (13) (52) (14) (3)(14) (3) Drapacz Chmur Young (63) Drapacz Chmur (81) Drapacz Chmur Plus (111) (38) (1) (38) (38) (18) (5) (18) (7) (7) (5) (1) (8) ex (3) (14) (14) (3) (7) (21)
  57. 57. In the face of the economic crisis one may think that the Internet advertising alsotook a hit. That would be a mistake – the latest report from IAB about Polish Internetadvertising industry shows a 1 BN PLN growth of the market in 1H of 2011. This is a+25% growth YoY when compared to the 1H of 2010 (942 MIL PLN in 1H 2011, 741MIL PLN in 2010). Source: http://www.iabpolska.pl/images/stories/badania/IABAdEx_2011H1_media.pdf
  58. 58. The 66% growth of Video advertising in terms of expenditures shows us that this channel will be one of the mainly used by advertisers in the future. More and more people turn to on-line video instead of regular television as high bandwidth internet connections are becoming more common. People value flexibility and video-on- demand offers more of it than standard television.Source: http://www.iabpolska.pl/images/stories/badania/IABAdEx_2011H1_media.pdf
  59. 59. Onets VOD platform has expanded its offer by including current TVP programs. Such move is guaranteed to draw viewers to the video-on-demand platform, especially since it contains all the currently watched series ("Ojciec Mateusz", "M jak miłość", "Czas Honoru") and entertainment shows ("Voice of Poland"). Apart from current shows, viewers will be also able to watch past episodesSource: http://www.dvbnews.pl/news/8898/seriale_i_programy_tvp_na_onetvod
  60. 60. Number of fans9,000 7,7698,0007,0006,000 5,0215,0004,000 2,8713,000 2,534 1,8962,000 1,490 7011,000 0 0 During six months of activity we have built up our fan base from 0 to 7 769 fans. Our fans have posted 1 949 comments, and they "Liked" 4 099 articles. Average number of people who were talking about Citroen last month - 135! Citroen Poland fan page is managed by Social Media team of Media Direction Digital.
  61. 61. In November, Citroen Polska Facebook fan page has been the most dynamicallygrowing fanpage in the Automotive category with a +54,96% increase in fanbase sinceOctober!
  62. 62. Support introduction of Citroen DS4 into the Polish market Users could create their own manifest by using pre-recorded wordsUsers could add their own recorded words Users could win new Citroen DS4for a weekend and Citroen gadgets „Create your own manifesto” application was a great success. Timeframe: 26.10 – 26.11 Number of added manifestos: 198 Number of users who joined to application: 1 509 Number of votes 1 832
  63. 63. Find us on Facebook • It is a good year for Media Direction Digital. There are new awards in our „display case”: • Interactive Agency of the Year 2010 – Mixx Awards, IAB Poland • Best use of New Media – Rexona Aurora, Unilever - Mixx Awards, IAB Poland • Best Cross-Media Campaign – Axe Clicker, Unilever – Mixx Awards, IAB Poland • Best use of Content – Timotei, Unilever – Media Trends, Marketing Communication Association
  64. 64. Media Direction Group webpage:www.mediadirection.com.pl In case You have any further questions concerning Media Landscape Updater, please contact Andrzej Piskorek piskorek@mediadirection.com.pl
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