by
1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. On...
•Landscape•Media shares•Biggest players•Sectors
1,000,000,000                                                                                                             ...
Television      Radio                                                                                                     ...
12 of 20 biggest advertisers decreased their media investments till August 2011. The biggestdrop in terms of RC expenditur...
COMPUTER & AUDIO VIDEO100%                                             CLOTHING & ACCESSORIES            4%               ...
•Average Time Viewed•All time viewing•Commercial impact•Minutes sold
300280                                            2010    2011260240220200180160140120100      1   3   5   7   9 11 13 15 ...
20%                                                                                                       All 16-49       ...
All 16-49                                                                                     TVP1    30%                 ...
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        ...
•Investments•Seasonality•Players and sectors•Publishers
5,000,000,0004,500,000,000                                                                            Full Year        Jan...
500,000,000                                                             45,000450,000,000                                 ...
600,000,000                                                                90,000                                         ...
600,000,000                                                           90000                                               ...
All newspapers note drop in sales, „Rzeczpospolita”                        looses the most                               1...
Readership of nationwide dailys                      7.00%                      6.00%                      5.00%          ...
Readership of opinion weeklies                                     8.00%                                     7.00%        ...
Readership of biweeklies                          10.00%                           9.00%                           8.00%  ...
Readership of monthlies                                                   (June : August 2011)                        7.00...
Ruch refused to distribute „Wprost Przeciwnie”.              Weekly’s debut delayed.19th September - a new weekly opinion ...
New economic title on the market:           Bloomberg Businessweek PolskaThe first issue of the new economic biweekly "Blo...
„Sekrety Nauki" - a new title from G + J Poland „Sekrety Nauki" is a new popular science magazine launched by G + J Polska...
"Flash" - a new title Edipresse about the stars and                          styleIn the second half of October new biweek...
•Investments•Seasonality•Market shares•Ad types
2,000,000,000                                                        Full Year          Jan-Aug 20111,800,000,0001,600,000...
130,000,000120,000,000110,000,000100,000,000 90,000,000 80,000,000 70,000,000                                             ...
AMS                                  AMS                 2009                                 2010                        ...
500,000,000450,000,000400,000,000                           Jan-Aug 2009   Jan-Aug 2010     Jan-Aug 2011350,000,000300,000...
Studio55 presented the new form of the advertising medium – Sky Board. The area over                                      ...
QR code in OOH campaign      On Handy Media handles a new advertising action of the Dilmah tea started.QR code is a part o...
700,000,000                                                                    Full Year   Jan-Aug 2011600,000,000500,000,...
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-Aug 2011              MULTIKINO                    MULTIKINO...
•Investments•Seasonality•Media owners•Media shares
2,500,000,000                                                                            Full Year           Jan-Aug2,000,...
340,000,000290,000,000240,000,000190,000,000140,000,000 90,000,000                                                2009    ...
2009   GRUPA RMF                                                      2010   GRUPA RMF                                    ...
2009                        2010             Jan-Aug 2011                                                    RMF          ...
Total number of minutes of daily listening                                                   Total number of stations’ dai...
0.1                                                                                                                       ...
RMFON.pl replaces Miastomuzyki.pl  A web service ‘Miastomuzyki.pl’ owned by RMF Group changed the name to ‘RMFON.pl’. At  ...
Internet market in Poland will grow at an average annual rate of 14%Boston Consulting Group data shows that in 2009 the sh...
Media Market – Inflation• We estimate that the highest media inflation is for Search ( +12%), what generally  is caused by...
Digital market trends                  98% of Polish                                                Search      • Cost eff...
Promotion of a new advertising slogan - The Calls for a CarlsbergCarlsberg used one of Belgian cinemas to conduct interest...
Top 10 popular bloggers interested in fashion and beauty have prepared a total of 30videos, which described their impressi...
Looking for more inspiration…?Find us on Facebook             Below you’ll find links to inspiring actions:             • ...
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
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Media landscape updater 2011

  1. 1. by
  2. 2. 1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising8. Inspiration Point
  3. 3. •Landscape•Media shares•Biggest players•Sectors
  4. 4. 1,000,000,000 1,500,000,000 2,500,000,000 3,000,000,000 2,000,000,000 500,000,000 0 1,104,630,695 1 1,296,099,997 1,378,851,906 1,267,867,846 2 1,550,291,252 1,568,160,962 2009 1,795,466,091 3 2,252,390,912 2,317,671,946 2010 1,749,557,807 4 1,702,335,599 2,223,818,517 1,932,377,662 5 2011 2,418,117,333 2,436,128,066 1,723,087,025 6 2,208,733,440 2,222,318,196 1,167,487,654 7 1,475,902,129 1,515,633,489 1,150,998,783 8 1,355,338,094 1,389,828,511 for the further months are rather pessimistic. 1,902,118,715 9 2,239,536,676 2,291,803,603 10 2,681,584,949 2,310,570,480 11 2,501,304,160 1,965,840,548 After 8 months, year 2011 is stronger than 2010 by average 6% 12 2,050,958,424 (except April for each month the dynamic is close to 3%). EstimationsSource: Kantar Media, ratecard expenditures of advertising market.
  5. 5. Television Radio Jan-Aug 2011 Magazines Jan-Aug 2010Newspapers Jan-Aug 2009 Outdoor Cinema 0 2,000,000,000 4,000,000,000 6,000,000,000 8,000,000,000 10,000,000,000 Cinema Outdoor Newspapers Magazines Radio Television MillionJan-Aug 2011 418290052 797077518 1159233916 1783391180 2002094978 8892323949Jan-Aug 2010 401393304 768929959 1134625161 1569589325 1504852830 8879818177Jan-Aug 2009 255540695 824646395 1168953412 1536285952 1302846414 6803200695 TV is the strongest medium with share on the level of 59%. Radio notes the highest increase of expenditures (33%). Internet expenditures are still not monitored, but we assume its share is on the level of even 11-15% (OMD estimates). Source: Kantar Media, ratecard expenditures of advertising market
  6. 6. 12 of 20 biggest advertisers decreased their media investments till August 2011. The biggestdrop in terms of RC expenditures was noted by Unilever and Henkel. Month to month themore marketers among top 20 decrease their expenditures. Source: Kantar Media
  7. 7. COMPUTER & AUDIO VIDEO100% CLOTHING & ACCESSORIES 4% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 5% 4% 5% 4% 80% 6% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES 6% 5% 8% 6% 7% TRAVEL / TOURISM / HOTELS & RESTAURANTS 7% 7% 7% LEISURE 60% 7% 7% 6% 8% 7% BEVERAGES & ALCOHOLS 8% 10% 8% AUTOMOTIVE 40% 10% 14% 9% MEDIA, BOOKS, CDs AND DVDs 13% 12% OTHERS 20% 9% 11% FINANCIAL 14% 12% 15% RETAIL 0% 13% HYGIENE & BEAUTY CARE 2009 TELECOMS 2010 PHARMACEUTICAL PRODUCTS, MEDICINE Jan-Aug 2011 FOOD For the last three years top 3 sectors are: food, medicines and telecoms. Source: Kantar Media
  8. 8. •Average Time Viewed•All time viewing•Commercial impact•Minutes sold
  9. 9. 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 on the same level as in previous year. ATV is lower during the summer months what reflects traditional seasonality on Polish media market. Source: AGB Research Nielsen
  10. 10. 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
  11. 11. All 16-49 TVP1 30% TVP2 Polsat 25% TVN 20% 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
  12. 12. 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 39 – 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
  13. 13. 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
  14. 14. 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, about 100k seconds per week. Source: AGB Research Nielsen
  15. 15. 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
  16. 16. 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 each year. Currently It is about 3,4 million seconds per week Source: AGB Research Nielsen
  17. 17. •Investments•Seasonality•Players and sectors•Publishers
  18. 18. 5,000,000,0004,500,000,000 Full Year Jan-Aug4,000,000,0003,500,000,0003,000,000,0002,500,000,000 2,941,071,0542,000,000,000 2,705,239,364 2,704,214,4861,500,000,0001,000,000,000 500,000,000 0 2009 2010 2011 Till August 2011 advertisers invested over 9% more in comparison to the same period 2010. Free emissions and beneficial last offers may cause the ratecard growth, however it may not translate into increase of net expenditures Source: Kantar Media
  19. 19. 500,000,000 45,000450,000,000 40,000400,000,000 35,000 Investments I - XII350,000,000 2009 30,000 Investments I - XII300,000,000 2010 25,000250,000,000 Investments I - VIII 2011 20,000200,000,000 Insertions I - XII 15,000 2009150,000,000 Insertions I - XII 10,000 2010100,000,000 5,000 Insertions I - VIII 50,000,000 2011 - - 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 9% more in press vs. Jan - Aug 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009) only 2% ads more by this period (it is still less by 2% than in 2009) Source: Kantar Media
  20. 20. 600,000,000 90,000 80,000500,000,000 70,000 Investments Jan-Aug400,000,000 60,000 2009 50,000300,000,000 Investments Jan-Aug 40,000 2010200,000,000 30,000 Investments Jan-Aug 20,000 2011100,000,000 10,000 Insertions Jan-Aug 0 - 2009 Insertions Jan-Aug 2010 Insertions Jan-Aug 2011 We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Telecoms. On the other hand automotive sector is rather pulling back from print media. Source: Kantar Media
  21. 21. 600,000,000 90000 80000500,000,000 70000400,000,000 60000 Investments Jan-Aug 50000 2009300,000,000 40000 Investments Jan-Aug200,000,000 30000 2010 20000 Investments Jan-Aug100,000,000 10000 2011 0 0 Insertions Jan-Aug 2009 Insertions Jan-Aug 2010 Insertions Jan-Aug 2011 Agora is no1 Publisher, but it’s loosing its potential. Bauer increases its revenues even by 40% (according to M&MP Bauer is the “2011 Publisher of the year”) Source: Kantar Media, M&MP
  22. 22. All newspapers note drop in sales, „Rzeczpospolita” looses the most 102% 100% 98% 96% 94% 92% 90% 88% 86% 84% August 2010 82% August 2011 80% All the newspapers recorded declines in sales in August 2011. „Rzeczpospolita” lost the most (12,49%), next is „Gazeta Wyborcza” (12,36%) and “Dziennik Gazeta Prawna” (12,33%).Source: ZKDP VIII 2010, VIII 2011
  23. 23. Readership of nationwide dailys 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% In the group of nationwide newspapers Fakt (Ringier Axel Springer) remains the leader (6%). On the second place is Gazeta Wyborcza (Agora) - 5%, 3rd on podium is - free daily Metro (Agora) - 3%.Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All
  24. 24. Readership of opinion weeklies 8.00% 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Angora Newsweek Polityka Wprost Uważam Rze Przekrój Forum inaczej pisane In the group of weeklies Angora is the leader (7%). On the second place is Newsweek - 4% and on 3rd place - Polityka - 4%.Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All
  25. 25. Readership of biweeklies 10.00% 9.00% 8.00% 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Przyjaciółka Tina Pani Domu Viva Z Życia Gala Party Życie Tele Świat Komputer Show Wzięte Gwiazd Świat Magazyn o Gwiazdach In the group of biweeklies Przyjaciółka (Edipresse) is the leader (9,37%). In the second place is Tina (Bauer) - 8,49% and in 3rd place – Pani Domu (Edipresse) - 8,42%.Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All
  26. 26. Readership of monthlies (June : August 2011) 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Twój Styl Claudia Poradnik Focus Kobieta i Murator Cztery Kąty Dobre Rady Mój Piękny Świat Domowy Życie Ogród Kobiety In the group of monthlies Twój Styl is the leader (Bauer) - 6,41%. In the second place is Claudia (G+J) – 5,12% and in 3rd place – Poradnik Domowy (Agora) – 4,63%.Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All
  27. 27. Ruch refused to distribute „Wprost Przeciwnie”. Weekly’s debut delayed.19th September - a new weekly opinion „Wprost Przeciwnie" (3S Media) did not debut onthe market . After Ruch’s decision (refusal to distribute this title) the publisher postponed the start of the weekly by one week. After publishing three issues „Wręcz Przeciwnie” vanished from our market.
  28. 28. New economic title on the market: Bloomberg Businessweek PolskaThe first issue of the new economic biweekly "Bloomberg Businessweek" (Platforma Mediowa Point Group) appeared on the market on 19th September.
  29. 29. „Sekrety Nauki" - a new title from G + J Poland „Sekrety Nauki" is a new popular science magazine launched by G + J Polska on 19th September. The title prepared by the editors of „Focus” is to have a lighter nature.
  30. 30. "Flash" - a new title Edipresse about the stars and styleIn the second half of October new biweekly will appear on the market - "Flash. Gwiazdy & Styl”. This is the first magazine, which was created by the concept of 50/50 – 50% of the content will be about the life of stars, the other half – about fashion and beauty.
  31. 31. •Investments•Seasonality•Market shares•Ad types
  32. 32. 2,000,000,000 Full Year Jan-Aug 20111,800,000,0001,600,000,0001,400,000,0001,200,000,0001,000,000,000 800,000,000 600,000,000 824,646,395 797,077,518 768,929,959 400,000,000 200,000,000 0 2009 2010 2011 It is assumed that the revenues shall be higher especially in Autumn, as a result of parliamentary elections. Source: Kantar Media
  33. 33. 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 October. Source: Kantar Media
  34. 34. AMS AMS 2009 2010 Jan-Aug 2011 AMS STROER POLSKA STROER POLSKA CITYBOARD MEDIA CITYBOARD 10% STROER POLSKA 14% 10% 15% MEDIA 15% 31% 31% 32% 12% CLEAR CHANNEL CLEAR CITYBOARD POLAND CHANNEL MEDIA POLAND 16% NEWS OUTDOOR NEWS CLEAR CHANNEL 14% 18% POLAND 10% 15% 19% OUTDOOR 27% POLAND 11% POLAND Others Others 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
  35. 35. 500,000,000450,000,000400,000,000 Jan-Aug 2009 Jan-Aug 2010 Jan-Aug 2011350,000,000300,000,000250,000,000200,000,000150,000,000100,000,000 50,000,000 0 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
  36. 36. Studio55 presented the new form of the advertising medium – Sky Board. The area over 200 m2. The “Tube“ is made of PVC material about dimensions of 12m of the width and the diameter 2.5m.Below a flag is suspended from ultra light polyester material about format 12m x 12m or 12m x 14m.
  37. 37. QR code in OOH campaign On Handy Media handles a new advertising action of the Dilmah tea started.QR code is a part of the layout, which after scanning by mobile phones, redirects consumers to a continuation of the campaign on the website.
  38. 38. 700,000,000 Full Year Jan-Aug 2011600,000,000500,000,000400,000,000300,000,000 418,290,052 401,393,304200,000,000 255,540,695100,000,000 0 2009 2010 2011 Advertisers invested over 4% more till August 2011, in comparison to the same period 2010 (considering monitored players: NAM and Multikino). Source: Kantar Media
  39. 39. 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 a decrease of media expenditures in the second half of the year. Source: Kantar Media
  40. 40. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES CLOTHING & ACCESSORIES100% 2% PHARMACEUTICAL PRODUCTS, MEDICINE 6%90% 5% COMPUTER & AUDIO VIDEO 3% 2% 5% HYGIENE & BEAUTY CARE80% 8% 6% 11% 6% RETAIL70% 11% 7% HOUSEHOLD APPLIANCES, FURNITURE & 10%60% 8% 7% DECORATION OTHERS 5% 4%50% 4% TRAVEL / TOURISM / HOTELS & RESTAURANTS 14%40% 16% 13% AUTOMOTIVE30% 16% BEVERAGES & ALCOHOLS 18% 17% MEDIA, BOOKS, CDs AND DVDs20% 20% FINANCIAL10% 12% 14% TELECOMS 0% FOOD 2009 2010 Jan-Aug 2011 LEISURE Till August 2011 biggest sectors are Leisure, Food and Telecoms. Financial and Media sectors increase their shares, whereas Hygiene and Automotive sectors are rather in retreat. Source: Kantar Media
  41. 41. 2009 2010 Jan-Aug 2011 MULTIKINO MULTIKINO MULTIKINO 25% NEW AGE MEDIA 35% NEW AGE MEDIA NEW AGE MEDIA 41%75% 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
  42. 42. •Investments•Seasonality•Media owners•Media shares
  43. 43. 2,500,000,000 Full Year Jan-Aug2,000,000,0001,500,000,000 2,002,093,760 1,504,852,8301,000,000,000 1,302,836,680 500,000,000 0 2009 2010 2011 Radio market revenues increased by 32%.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
  44. 44. 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. Source: Kantar Media
  45. 45. 2009 GRUPA RMF 2010 GRUPA RMF Jan-Aug 2011 2% 7% 3% EUROZET 8% 2% EUROZET 10% GRUPA RADIOWA GRUPA RADIOWA 13% 28% TIME 11% 33% TIME 40% 12% AGORA S.A. AGORA S.A. 22% 20% 16% POLSKIE RADIO POLSKIE RADIO 27% 26% 20% 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
  46. 46. 2009 2010 Jan-Aug 2011 RMF RMF FM FM ZET ZET 25% 27% 49% PR 3 47% PR 3 42% 33% PR 1 PR 1 22% 21% Others Others 17% 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 a ot more. Source: Kantar Media
  47. 47. Total number of minutes of daily listening Total number of stations’ daily listeners 70% 69% 41% 40% 23% 23% 36% 35% 2010 2010 2011 14% 14% 2011 17% 17% more than 1 h more than 4 h more than 8h 1 station 2 stations 3 stations and moreRadio consumption in Poland is stable. Decreases were recorded only at the level of 1 percentage point, within the total listening time of the radio station and the number of listened radio stations. It shows the loyalty of listeners to their medium. *Source: Radio Track, wave: June 2010 - August 2010 vs. June 2011 – August 2011. TG all
  48. 48. 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 0 RMF 3D Extra RMF 3D RMF na MAXXXa RMF z KLASA RMF FM ZET TOTAL ZET Barometr Plus ZET Barometr Pakiet O-Okularnik ZET Barometr Young Drapacz Chmur Plus ZET Drapacz Chmur Drapacz Chmur Young*Source: Radio Track, wave: June 2011 – August 2011. TG all Total Time PR 1 ESKA Siec Trojka Premium Audytorium Premium PR 3 Audytorium 17 Pakiet Niezaleznych AGORA RMF MAXXX Pakiet Zlote Przeboje ESKA ROCK Siec TOK FM PLANETA FM Wawa SIEC PLUS Classic PiN RMF Classic ANTYRADIO Siec PR 4 CHILLI ZET ROXY FM Radio PIN Nationwide audience survey RMF Group remains the leader of the market. Radio packages dominate like in the corresponding period last year. Weekly reach remains more or less at the same level. Weekle reach June-August 2011 Weekle reach June-August 2010
  49. 49. RMFON.pl replaces Miastomuzyki.pl A web service ‘Miastomuzyki.pl’ owned by RMF Group changed the name to ‘RMFON.pl’. At the same time the positioning has been changed from the music website to Internet radio station.Along with the changeover, ‘Miastomuzyki.pl’ web service gained a new layout and structure as well. Currently, there is only 7 instead of the previous 17 categories on the site.
  50. 50. Internet market in Poland will grow at an average annual rate of 14%Boston Consulting Group data shows that in 2009 the share of the Internet economy in thePolish GDP amounted about 2,7% (35,7 mld PLN ). In 2015 it will be 4,1%, which means thatthe average annual growth rate will amount about 14%.As pointed out by Gregory Cimochowski with BCG, Poland will be one of the Europeanleaders in terms of growth. The forecast for average annual growth in the Czech Republic isat level of 12% and in Germany - at 8%. Source: http://www.bankier.pl/wiadomosc/BCG-Rynek-internetu-w-Polsce-bedzie-rosl-sredniorocznie-o-14-2401805.html http://forsal.pl/artykuly/512854,polska_gospodarka_internetowa_z_trudem_gonimy_europe.html
  51. 51. Media Market – Inflation• We estimate that the highest media inflation is for Search ( +12%), what generally is caused by continuous increase of popularity of that medium among marketers. In 2010 internet consumption in Poland increased up to 55%. Source: OMD estimations
  52. 52. Digital market trends 98% of Polish Search • Cost effectiveness Internet users use Engines • Precise targeting search engines Polish Facebook users in 2010 Social • Engagement 111% Increase. network • Snowball effect  Along with increasing • The development of broadband availability of broadband Internet there are new possibilities to use Video • Better quality content online video ads. Smartphones sales in Poland in 2010 • Low clutter 15% Increase. Mobile • Great opportunities (mobility)Source: OMD estimations
  53. 53. Promotion of a new advertising slogan - The Calls for a CarlsbergCarlsberg used one of Belgian cinemas to conduct interesting social experiment to support anew brand slogan. The video became a hit on YouTube (more than 4,3 million page viewswithin two weeks !). The scenario was simple:„Carlsberg stunts in Belgium with 148 bikers in a movie theatre.Some innocent couples want to take their seat, but the room is filled with not-so- friendly looking gentlemen...How will they react? „ http://www.youtube.com/watch?v=RS3iB47nQ6E&feature=player_embedded Source: http://www.wirtualnemedia.pl/artykul/carlsberg-akcja-promujaca-nowe-haslo-reklamowe-hitem-na-youtube-wideo
  54. 54. Top 10 popular bloggers interested in fashion and beauty have prepared a total of 30videos, which described their impressions after testing new razors and gel - Gillette VenusEmbrace.Within 3 weeks all movies were watched over 67 thousand times and all blogs reachedmore than 280,000 page views. On the blog brunettep.blogspot.com much over 18% ofinternet users have declared their interest in buying new products.Results: Increase the visibility of the brand by 40%Increase participation in the discussion on womens portals to 51%.Source: http://www.iabpolska.pl/images/stories/poradniki_iab/CASE%20STUDIES_IAB.pdf
  55. 55. Looking for more inspiration…?Find us on Facebook Below you’ll find links to inspiring actions: • 2016. Beyond the Horizon – PHD media publication • We are boasting about – Effie Awards 2011 nominations for Media Direction Group
  56. 56. 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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