Media landscape updater 2011Presentation Transcript
MEDIA LANDSCAPE UPDATER by
AGENDA 1. Media snapshot 2. TV advertising 3. Press advertising 4. Outdoor advertising 5. Cinema advertising 6. Radio advertising 7. Inspiration Point
LANDSCAPE After 7 months, year2011 is stronger than2010 by average 6% (consideringratecardexpenditures). Source: Kantar Media, ratecard expenditures of advertising market.
MEDIA REVENUES YTD TOTAL TV is the strongest medium. In terms of ratecard it grew almostby 1% in relation to 2010. Radio notes the highestincrease of expenditures (over 30%). Internet expendituresarestill not monitored, but we assumeitsshareis on the level of even 11-15% (OMD estimates) Source: Kantar Media, ratecard expenditures of advertising market
20 BIGGEST PLAYERS YTD TOTAL 10of 20 biggest advertisers increased their media investmentstillJuly 2011. Most significant growths were: Aflofarm – 91% increase – and secured first place among top advertisers, Lidl – growth by circa 4 times. The biggest drop in terms of RC expenditures was noted by Unilever and Henkel Source: Kantar Media
Sectors YTD TOTAL For the lastthreeyears top 3 sectors are:food, medicines and telecoms. Source: Kantar Media
Average Time Viewed
All time viewing
Whatisnew in Autumn
Average Time Viewed Average Time Viewed (in minutes) is on the same level as in previousyear. ATV islowerduringthesummermonthswhatreflectstraditionalseasonality on Polish media market. Source: AGB Research Nielsen
ALL TIME VIEVING We can observe drop of shares of mainstream channels in the summer. Atthe same time thematic channels shares are increasing. TVP thematiccontains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP Sport Polsat thematiccontains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport Extra TVN Thematiccontains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TV AtMedia isthematic 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, Comedy Central, Comedy Central Family, Czwórka Polskie Radio, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino Polska, 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, TVS, Universal , VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Source: AGB Research Nielsen
Share of MARKET TVN and Polsat have the highest share among TV market. At Media is between TVP1 and TVP2 – both are mainstream channels. TVP thematiccontains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP Sport Polsat thematiccontains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport Extra TVN Thematiccontains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TV AtMedia isthematic 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, Comedy Central, Comedy Central Family, Czwórka Polskie Radio, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino Polska, 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, TVS, Universal , VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Source: AGB Research Nielsen
Seconds SOLD Week 24 – highest sell out ever – 6,2 million seconds sold. The reason is progressing fragmentation of TV market (new thematic channels are being launchedand monitored), week 31 is a sell out drop to 5 millionsecounds – due to the holidayslowdown. Source: AGB Research Nielsen
Seconds SOLD In 2011 TVP (TVP1 & TVP2) opened more inventory, than in previous years. It exceeded several times 200 000 seconds per week. Source: AGB Research Nielsen
Seconds SOLD TVN keeps similar level as in previous years, about 100k seconds per week. Source: AGB Research Nielsen
Seconds SOLD Polsat increased their inventory atthe beginning of the year and was balancing for a while on the sell out limit (which is 12 minutes per hour). Currently TV station keeps similar level as in previous years - about 100k seconds per week Source: AGB Research Nielsen
Seconds SOLD At Media as a broker modifies their portfolio each year. Currently it is about 3million seconds per week Source: AGB Research Nielsen
Programmelineup This AUTUMN Talentshows sERIES ENTERTAINMENT Source: AGB Research Nielsen
Players and sectors
Print investments TillJuly 2011 advertisersinvestedover 10% more in comparisonto the same period 2010 Source: Kantar Media
SEASONALITY Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period(itisstill less by 1% than in 2009) Advertisers invested 10% more in press vs. Jan-July 2010, but bought only 3% ads more by this period(itisstill less by 3% than in 2009) Source: Kantar Media
Sectors We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Telecoms. On the otherhandautomotivsectorisratherpullingback from print media. Source: Kantar Media
Publishers Agora is no1 Publisher, but it’sloosing its potential. Bauer increasesitsrevenueseven by40%. Source: Kantar Media
PRESSE – NICE TO KNOW
Weekly „Wprost Przeciwnie" from former „Wprost” journalists Journalists fromtheweekly"Wprost" who worked in the title, when itbelonged to the Król family, are preparing a new weekly opinion “Wprost Przeciwnie" It is to be a counterweight to the current „Wprost", directed by Tomasz Lis.
Grzegorz HajdarowiczbuysPresspublika. Presspublica under GrzegorzHajdarowicz put on the development of digital media. The agreement to purchase 51 percent ofPresspublica shares, including issuing weekly newspaper "Rzeczpospolita" and „Uważam Rze" by GrzegorzHajdarowicz was signed on Thursday 30 June. Businessman for the shares purchased from Mecom Europe will pay 80 mlnzł.
„Gazeta Polska Codziennie” „Gazeta Polska Codziennie“ debuts September 9 this year. It is to remind a political tabloid. The journal will be mostly about political, serious and less serious, and sports content. The title will be characterized by a crisp graphics and plenty of color photos.
German hit in Poland 18 July Bauer introduced the first popular science magazine in its portfolio - „Świat Wiedzy”. Magazinewill appear under license from the German magazine "Welt derWunder".
"Newsweek Historia" will be bimonthly On Monday July 25 appeared on the market a special edition of "Newsweek Polska" (Ringier Axel Springer Poland) entitled „Newsweek Historia”.Ringier Axel Springer Polska decided that the magazine will be published regularly as a bimonthly.Nextedition will appear attheturn of September and October.
Playbox will turnintomonthly Magazineaboutgames on consoles "Playbox" (Bauer), whichpreviouslyappearedeverytwomonths, fromthe third number will be issuedeverymonth.
"Play" became bimonthly Magazine about computer games "Play" (Ringier Axel Springer Polska) from the number that appeared in the second half of July is no longer a monthly, but is published as a bimonthly. The title also increased the volume and became moreexpensive. On the market there is also a special edition "PlayExtra ".
OUTDOOr investments Outdoor market is rather in stagnation, howeveritisassumedthat the revenuesshall be higherespecially in Autumn, as a result of parliamentaryelections. Source: Kantar Media
Seasonality We observe a typicalseasonality of media expenditures, with peakmonths from March tillJune and from SeptembertillOctober. Source: Kantar Media
market shares Outdoor market is consolidated. Over 85% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with 27% shareis on the secondposition. Source: Kantar Media
Most popular ad types Investments on Billboards are decreasing, but we can also observe growth of expenditures on Citilights (by 19%). Investments on Frontlights and Backlightsare on a stablelevel. Source: Kantar Media
OOH – NICE TO KNOW
Tender for bus sheltersin Warsaw ZTM (Warsaw Transport Authority) sent invitations to the tender regarding building and maintaining bus shelters. Invitations were sent to consortium of companies: AMS and Stroer, Clear Channel Poland, JCDecaux, CAM Polski Outdoor/CAM Media and UPG/Universum Digital. The object of the tender is building 1580 bus shelters in Warsaw, which will be equipped with citylight posters (1,2x1,8m format), and managing them. Estimated cost of the investment is 100 000 000 PLN.
Large format In June 2011 placing large-format adverts (vinyl nets) on residential buildings have been forbidden. Exclusion involves buildings under renovation and servicebuildings.
Digital Out Of Home The number of Digital Signage monitorsin Poland is risingveryfast. In 2010 therewere 40 000 monitors, and nowin 2011 (up to the August) thereareabout 65 000 monitors.
New communication tool New communication tool steered with gesturesat the airport in Katowice. On above 100-inch screen passengers could see details of the chosen flight and obtain information about the destination, e.g. for weather. It was the first that kind of screen at the airport in Europe and one of the first business implementations of the Kinect technology. http://www.youtube.com/watch?v=rdka_49xjv4&feature=player_embedded
Cinemainvestments Advertisersinvestedover8% moretillJuly 2011, in comparison to the same period 2010 (consideringmonitoredplayers: NAM and Multikino). Source: Kantar Media
Seasonality As cinema becomes more and more important in media planning, periodicity of expenditures is based on the opening nights timetable. Source: Kantar Media
Top sectors in cinema advertising TillJuly 2011 biggestsectorsareLeisure, Food and Telecoms. Source: Kantar Media
Market share Polish cinema market is very consolidated – there are only 2 media owners which are monitored. Since May 2010 thereis a newplayer – Kinads, howeveritsrevenuesarestill not monitored. Source: Kantar Media
Radioinvestments Radio market revenuesincreasedYoY by 22%. One of the reasonis high inflation in 2011. Main radio stations (RMF, PR 3) increasedratecardpricesorwillincrease in September (Zet). Source: Kantar Media
Seasonality We observe a typicalseasonality of media expenditures, with peakmonths from March tillJune. Source: Kantar Media
market shares (media owners) Radio market is consolidated. About98% of the market is held by 5 biggest media owners. Group RMF has the highest revenues (39% of radio market in Poland).Next on the podium isEurozet, howeverlossesitsshare. Source: Kantar Media
market shares (stations) For the lastyears RMF FM and Zet havebeen the biggest radio stations on Polish market. Animportant role isplayed by radio packageslike: Drapacz Chmur, Pakiet Złote Przeboje, RMF na Maxxxa and others. Source: Kantar Media
Radio Packages in Poland Click the picture to see the presentation with radio packages Source: Kantar Media
RADIO – NICE TO KNOW
On June 27th new Radio Bajka was launched Radio Bajka is a projectdirectedatchildrenaged 2- 7 yearsold, as well as theirparents. Currently, the Radio broadcast in Warsaw and Cracow.
O - Okularnik July 11th Polskie Radio and Agora introduced radio package O – Okularnik. The packageisdirectedratheraturabanpopulation with secondaryorhighereducation.
RMF Group israisingprices of advertisements The RMF Grouphasannounced a newprice – list from Autumn. Spot pricesin the individualstationshaveincreased by about 4%.
Radio Zet israisingprices of advertisements From September the 5th the newprice-list for Radio Zet will be in force. Advertisingpricesshallrise by ca. 5,5%.
PolishSocial Shopping PolishSocial Shopping enlargesvery fast. It’sgettingmore popular and generatesvery high traffic. Polish big publishershastheirownSocial Shopping platforms: Agora – HappyDay.pl, Allegro.pl – Citeam.pl, o2.pl – Ruszaj.pl, Media Regionalne – SweetDeal.pl. Therearealsounofficcialinformationabout Onet buildingthatkind of site. But thoseare not the biggestSocial Shopping sites in Poland. World leader in thiscategory – Grouponisstill out of reach for Polishfollowers. Source:http://interaktywnie.com/biznes/artykuly/e-commerce/happyday-pl-startuje-rownie-mocno-co-citeam-21021
Mango - New Mobile System from Microsoft Microsoft willmakeitsWindows Phone update on Fall 2011 - with 7 th actualization system willgainnewname – Mango. Whatisgoing to change? Enlargedmultitasking, audio and file transfer, application manager. Mango willrecognizeifdeviceisusingWifi to savebattery and open newpossibilities for developers: RAW Camera, gyroscope, compass and pusharegoing to be available to theirneeds. System willalsohavePolishlanguage version, itwill be compatible with most of the social network services and willoperate on HTML5. Mango can be a competition on fast growingsmartphone market overrun by Apple OIS and Android at the moment Source:http://interaktywnie.com/hi-tech/newsy/mobile/nowy-system-od-microsoft-mango-powalczy-z-androidem-21050
Volkswagen – Real Time Roulette Volkswagen has turned a Norway road into a real time game of roulette using Google Maps. In order to highlight the main feature of the new Golf BlueMotion car (it’s low fuel consumption). To do this they drove a Golf BlueMotion up Norway’s route E6 on a single tank of diesel and encouraged users to bet on when the car would run out of fuel. Thosewho place the bet right, could win the car. http://www.youtube.com/watch?v=GB84fiYr-Bw Source:http://networkedblogs.com/lEYoy
Mobile trends Increasingnumber of mobile internetusersis a global trend. According to Morgan Stanley report mobile will be biggerthendesctopinternetin 2014. In Poland, number of mobile internetusersisexpected to reach 3,7 in 2011. Alongwiththereach, thefrequencyisboosting. Duringlastyearnumber of visitedwebsitesincreased by 2,5 whilenumber of usersincreased ‘only’ by 50% Most popular mobile services are e-mails and geolocalization services and most popular websiteis Google followed by socialnetworkingsites. Popularity of socialsitesmay be caused by availability of dedicatedsocialapps. Source:http://interaktywnie.com/biznes/artykuly/raporty-interaktywnie-com/raport-interaktywnie-com-marketing-mobilny-21220http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf
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