Media landscape updater 2012

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  • 1. by
  • 2. 1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising
  • 3. • Polish media market• Media investments• Media mix• Biggest players• Sectors
  • 4. According to Nielsen ROI for Internet is the highest among all media channels.Above mentioned results are based on the media effectiveness analysis of 2thousands FMCG campaigns. Source: http://www.forbes.pl/artykuly/sekcje/strategie/social-media-sprzedaja,27274,1
  • 5. More and more mediaplayers estimatePolish media marketwill decrease vs.previous year. It isbelieved it will shrinkeven by 2%. Source: Rzeczpospolita
  • 6. Television 3,000 Mln Radio 2,500 2,000 Magazines Jan - April 2012 1,500Newspapers Jan - April 2011 1,000 Outdoor Jan - April 2010 500 2010 2011 2012 Cinema mln 0 0 2,000 4,000 6,000 1 2 3 4 5 6 7 8 9 10 11 12 After 4 months of 2012 advertisers invested 5% more vs. 2011, while considering media ratecard revenues. Newspapers note -6% decrease of media ratecard revenues – what reflects long-term market trends. Source: Kantar Media, ratecard expenditures
  • 7. Aflofarm remains No1. on media market. The highest increase of mediaexpenditures is noted by Jeronimo Martins (Biedronka) and Coca – Cola (officialsponsors of Polish football team and Euro 2012). Source: Kantar Media, ratecard expenditures
  • 8. COMPUTER & AUDIO VIDEO100% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 5% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES 4% 4% 4% 5% 4% 80% 7% TRAVEL / TOURISM / HOTELS & RESTAURANTS 7% 7% 6% 6% CLOTHING & ACCESSORIES 6% 7% 8% BEVERAGES & ALCOHOLS 60% 7% 7% 7% LEISURE 10% 8% 9% 8% 8% OTHERS 40% 9% AUTOMOTIVE 9% 15% 13% FINANCIAL 12% 20% 13% MEDIA, BOOKS, CDs AND DVDs 12% 12% HYGIENE & BEAUTY CARE 11% 12% RETAIL 0% 15% 2010 FOOD 2011 TELECOMS Jan - April 2012 PHARMACEUTICAL PRODUCTS, MEDICINE Till April 2012 Medicine sector is No.1 with its share on the level of 15%. On the next positions are Telecoms, Food and Retail. Source: Kantar Media
  • 9. • Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know
  • 10. 300280260 2010 2011 2012240220200180160140120100 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 TV is still well consumed. We estimate average time viewed shall significantly increase during Euro 2012. Source: AGB Nielsen Media Research
  • 11. Share of Viewing by Stations Group (All 16-49) pozostałe Big 4100%90% 25.6% 29.0%80% 33.4% 40.7%70%60%50%40% 74.4% 71.0%30% 66.6% 59.3%20%10% 0% Nov Nov Nov Nov Nov Nov May Jul May Jul May Jul May Jul May Jul May Jul Sep Sep Sep Sep Sep Sep Jan Jan Jan Jan Jan Jan Mar Mar Mar Mar Mar Mar TV is cluttered and share of thematic channels is growing. Mainstream channels fight for the inventory - also by introducing new thematic stations. Source: AGB Nielsen Media Research, TG:All 16-49
  • 12. 2,500,0002,000,000 +3% +7% +13% +8%1,500,000 +2% +9% -4% +12%1,000,000 +14% +12% +20% 500,000 +3,4% 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 - May 2011 2012 Jan Jan - May By May 2012 total number of generated GRP’s is higher than in 2011. We estimate stronger activity before and during Euro 2012, however not as strong as expected at the beginning of 2012. Source: AGB Nielsen Media Research, TG: all 16-49
  • 13. no of seconds sold - Total TV 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000no of secs 4,000,000 3,000,000 2,000,000 1,000,000 Total TV 2008 Total TV 2009 Total TV 2010 Total TV 2011 Total TV 2012 0 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 weeks Over 24% more seconds were sold by broadcasters in 2012. It is mainly caused by significant increase of new monitored thematic channels Source: AGB Nielsen Media Research
  • 14. 250,000 no of seconds sold - TVP1+TVP2 120,000 no of seconds sold - TVN 100,000 200,000 80,000 150,000no of secs no of secs 60,000 100,000 40,000 50,000 TVP 2008 TVP 2009 20,000 TVP 2010 TVP 2011 TVN 2008 TVN 2009 TVP 2012 TVN 2010 TVN 2011 0 0 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 weeks 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 weeks 4,000,000 no of seconds sold - AtMedia 140,000 no of seconds sold - POLSAT 3,500,000 120,000 3,000,000 100,000 2,500,000 no of secsno of secs 80,000 2,000,000 60,000 1,500,000 40,000 1,000,000 20,000 500,000 Polsat 2008 Polsat 2009 AtMedia 2008 AtMedia 2009 0 Polsat 2010 Polsat 2011 0 AtMedia 2010 AtMedia 2011 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 1 3 5 7 9 111315171921232527293133353739414345474951 weeks weeks Source: AGB Nielsen Media Research
  • 15. Over 13,3 mln people in Polandwatched football match Poland –Greece. That is more than mostpopular match of Euro 2008
  • 16. • Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
  • 17. 5,000,000,000 Full Year Jan - April4,500,000,0004,000,000,0003,500,000,000 1,487,930,153 1,453,925,758 4,739,082,125 4,452,430,098 1,311,344,7653,000,000,0002,500,000,0002,000,000,0001,500,000,0001,000,000,000 500,000,000 0 2010 2011 2012 At the beginning of 2012 print revenues increased by 2% (mainly thanks to increase of magazines revenues). We predict rather decrease of investments in the 2H of 2012. Source: Kantar Media
  • 18. 500,000,000 45,000450,000,000 40,000 Investments 2010400,000,000 35,000 Investments 2011350,000,000 30,000300,000,000 Investments I - IV 25,000 2012250,000,000 20,000 Insertions 2010200,000,000 15,000150,000,000 Insertions 2011 10,000100,000,000 Insertions I - IV 2012 50,000,000 5,000 - - 1 2 3 4 5 6 7 8 9 10 11 12 Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% 2012more media sold 6% (it is insertions than in 2011. 2009) Till April ads print by this period less still less by 1% than in Source: Kantar Media
  • 19. 300,000,000 45,000 40,000250,000,000 Investments I - IV 35,000 2010200,000,000 30,000 25,000 Investments I - IV150,000,000 2011 20,000100,000,000 15,000 Investments I - IV 10,000 2012 50,000,000 5,000 Insertions I - 0 - IV2010 Insertions I - IV2011 Insertions I - IV2012 We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Pharmaceutical products. On the other hand Automotive sector, Financial and Retail are rather pulling back from print media. Source: Kantar Media
  • 20. 300,000,000 45000 40000250,000,000 Investments I - IV 35000 2010200,000,000 30000 Investments I - IV 25000 2011150,000,000 20000 Investments I - IV100,000,000 15000 2012 10000 Insertions I - 50,000,000 IV2010 5000 0 0 Insertions I - IV2011 Insertions I - IV2012 By April 2012 Bauer replaced Agora SA on the first position (considering media revenues). Source: Kantar Media, M&MP
  • 21. So as tocompensatedecrease ofincome Publishersclose their onlinecontent. Precisecopyright law couldhelp Publishers toincrease incomeagain
  • 22. Ringer Axel Springer „All for football fans” in „Przegląd Sportowy” Two special edition with posters of finalists, characteristics of football stars, statistics, analysis at Euro, etc. Ringer Axel SpringerSkarb Kibica Euro 2012 – summary after the tournament. In July - special edition of Skarb Kibica after Euro 2012.
  • 23. Ringer Axel Springer Maps with „Przegląd Sportowy” -How to get to the stadium?Four maps describing ways to stadium in Warsaw, Poznao, Wrocław, Gdaosk.
  • 24. Ringer Axel Springer Football Collection of „Przegląd Sportowy” 16 notebooks- Euro 2012 with presentation of finalists, profiles of the stars, interviews, tactical analysis. The most famous football players, coaches, the greatest games, presentation of current confrontation the Polish representation. Ringer Axel Springer Album „European Championchip”Edition devoted entirely to the Euro, beginning from the first tournament in France in 1960 until the present day.
  • 25. Ringer Axel Springer „Auto Świat”Series of six articles about footballers`s cars. It`s also a report about preparation of polish roads for Euro 2012.
  • 26. Polityka „Golden eleventh”, separately books published by Polityka.The first book was published on the 30th of November 2011, the last on the 25th of April 2012.
  • 27. Polskapresse On the 25th of May daily „Polska The Times” added the stickers. On the 31st of May they added national scarfs to the whole of circulation. AgoraOn the 2nd of June „Gazeta Wyborcza” daily added car flags to the part of circulation (50 000 issues).
  • 28. • Investments• Seasonality• Market shares• Ad types• AMS METRICS
  • 29. 1,400,000,000 Full Year Jan - April 20121,200,000,0001,000,000,000 1,246,985,893 800,000,000 428,256,853 1,185,675,851 375,743,702 384,595,050 600,000,000 400,000,000 200,000,000 0 2010 2011 2012 By April 2012 advertisers invested 11% more in comparison to the same period of 2011 (on the ratecard basis). Prognosis for 1H of 2012 are rather optimistic, mainly because of Euro 2012. Source: Kantar Media
  • 30. 140,000,000130,000,000120,000,000110,000,000100,000,000 90,000,000 80,000,000 70,000,000 60,000,000 2010 2011 2012 50,000,000 40,000,000 1 2 3 4 5 6 7 8 9 10 11 12 Because of Euro 2012 months May, June and July shall be strong. Source: Kantar Media
  • 31. 2010 2011 Jan - April 2012 AMS AMS AMS STROER POLSKA STROER POLSKA 16% 15% STROER POLSKA 25% 31% 32% 31% CITYBOARD MEDIA 10% CITYBOARD MEDIA 9% CITYBOARD MEDIA10% CLEAR CHANNEL CLEAR CHANNEL POLAND 16% POLAND 16% 19% CLEAR CHANNEL 15% Others 27% Others POLAND 28%Outdoor market is consolidated. Over 84% of the market is held by 4biggest media owners.AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with28% share is on the second position. Source: Kantar Media
  • 32. 300 Jan - April 2010 Jan - April 2011 Jan - April 2012250200 +18%150100 +2% +2% +7%50 - Frontlight Citylight Billboard Backlight We observe growth of expenditures on all types of vehicles: Backlights, Frontlights, Citylights and BB. Source: Kantar Media
  • 33. On May 29 at the facade of the hotel Novotel was held multimedia show using 3D mapping technology. Surface on which the projections were made, was until 4500 sqm.As emphasized by the organizers, it was the largest mapping in Poland. Animation Orange presented the characteristic motifs associated with the forthcoming Euro 2012. Lasted exactly 5 minutes and 20 seconds and was viewed twice. http://www.youtube.com/watch?v=8CGBTiB7WZ0&feature=youtu.be
  • 34. At the time of EURO 2012 entry and walls of two subway station were covered with the advertising Nike, sponsor of the Polish team.
  • 35. On one of the highest buildings in Warsaw Orco Tower, NIKE has created large portraits of Polish football players -captain of the Polish team Jakub Błaszczykowski, Robert Lewandowski and Wojciech Szczesny. This is the latest Nike campaign „To jest mój czas”
  • 36. At the time of EURO 2012 one of the Metropol hotel’s wall was hung net with the advertisingCanon, sponsor of the EURO 2012. The net is located directly in the vicinity of the biggest fan zone in Warsaw, is visible not only for vehicles but also for large numbers of football funs.
  • 37. 800,000,000700,000,000 Full Year Jan - April 2012600,000,000500,000,000 230,501,679 709,250,418 663,837,150400,000,000300,000,000200,000,000100,000,000 +49% 0 2010 2011 Jan - April 2012 Advertisers invested over 49% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino). Source: Kantar Media
  • 38. 100,000,000 90,000,000 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 2010 2011 2012 10,000,000 0 1 2 3 4 5 6 7 8 9 10 11 12 It is believed that because of Euro 2012 cinema audience and media revenues will be lower in comparison to the previous years. Source: Kantar Media
  • 39. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES TRAVEL / TOURISM / HOTELS & RESTAURANTS100% HYGIENE & BEAUTY CARE 2% 3%90% 8% 1% HOUSEHOLD APPLIANCES, FURNITURE & 5% DECORATION 1% 3%80% 5% 6% PHARMACEUTICAL PRODUCTS, MEDICINE 0% 7% 6% COMPUTER & AUDIO VIDEO70% 6% 7% CLOTHING & ACCESSORIES 8%60% 11% 9% OTHERS 7%50% 5% 16% RETAIL 15% BEVERAGES & ALCOHOLS40% 17% FINANCIAL30% 14% 17% AUTOMOTIVE 13%20% MEDIA, BOOKS, CDs AND DVDs 20% 20% FOOD10% 14% TELECOMS 0% LEISURE 2010 2011 Jan - April 2012 In 2012 biggest sectors are Leisure, Food and Telecoms. Media sector increases its shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat. Source: Kantar Media
  • 40. Jan - April 2012 2010 2011 MULTIKINO MULTIKINO MULTIKINO NEW AGE NEW AGE MEDIA MEDIA 41% 35% 44% 59%65% 56% NEW AGE MEDIA Polish cinema market is very consolidated – there are only 2 media owners which are monitored (third biggest player - Kinads). In Jan - April 2012 Multikino revenues were higher that NAM. Source: Kantar Media
  • 41. 6,000,0005,000,0004,000,0003,000,0002,000,0001,000,000 2012 2011 2010 2009 0 January February March April May June July August September October November December Till April 2012 Cinema audience was weaker while comparing to the same period of 2011. Source: NAM
  • 42. • Investments• Seasonality• Media owners• Media shares• Radio – nice to know
  • 43. Full Year Jan - April3,000,000,0002,500,000,000 1,160,329,4732,000,000,000 3,119,219,051 967,561,715 2,478,233,1451,500,000,000 699,944,1971,000,000,000 500,000,000 0 2010 2011 2012 First months of 2012 were very advantageous for radio. Revenues were higher by 20% while comparing to 2011. Source: Kantar Media
  • 44. 390,000,000340,000,000290,000,000240,000,000190,000,000140,000,000 2010 2011 2012 90,000,000 40,000,000 1 2 3 4 5 6 7 8 9 10 11 12 We observe typical seasonality of radio expenditures. Source: Kantar Media
  • 45. 2010 2011 Jan - April 2012 RMF FM RMF FM RMF FM ZET ZET PR 3 PR 3 ZET 27% 32% 47% PR 1 43% PR 1 39% 33% Others Others PR 3 21% PR 1 17% 20% 2% 3% 3% 5% 3% 5%Strong 2012 for RMF FM with its SoS on the level of33%, whereas main competitor radio Zet notes 20%. Source: Kantar Media
  • 46. Jan - April 2012 2010 GRUPA RMF 2011 GRUPA RMF 2% 2% 2% 11% GRUPA RMF EUROZET EUROZET EUROZET 12% GRUPA RADIOWA 12% GRUPA RADIOWA8% 33% TIME TIME 11% 39% GRUPA RADIOWA 10% 39% TIME POLSKIE RADIO POLSKIE RADIO 15% AGORA S.A. 3% 17% AGORA S.A. AGORA S.A. Others 25% 22% 20% Others OthersFor the last years RMF FM and Zet have been the biggest radio stationson Polish market. Source: Kantar Media
  • 47. RMF FM opens studio Euro 2012 at the hotel of polish footballteam  From 5th June a special studio RMF FM will be broadcasting from Hyatt Hotel in Warsaw, where the Polish National Team stays.  The studio broadcast will include interviews with members of the team, Master Facts Sports and comments of experts.  Information on Euro 2012 and the facts will also be broadcasted from studies in Cracow, Warsaw and the additional special studios located near the stadiums and fan zones in each of the cities where the matches will take place.  RMF FM broadcasts 30 release sites per day and provides special services under the name "Master Sports Facts" - MFS - about 8 times a day, supported by the sports editors of RMF and national correspondents. Source: Virtual Media Portal
  • 48. Polish Radio for Euro 2012 with broadcasts of all meetingsand special broadcasts  A special program "Studio Euro Radio Ones” will be aired on Channel 1 of the Polish Radio throughout Euro 2012 (from 8th June to 1st July)  On the opening of the tournament it will start at 17.00, and on the other match days at 20.30.  Expert of the program will be Lesław Dmikiewicz (player, coach, gold and silver Olympic medalist, participated in 1974 World Cup, in which the Polish team achieved third place).  Events on football field will be commented by Zbigniew Boniek, Jacek Gmoch, Janusz Zaorski and Krzysztof Materna. Source: Virtual Media Portal
  • 49. A specialized service of Google which is used to search blogs. It looks out posts in over 18 languages on million of blogs across Google’s continually updated blog index. Searches are done identically to the Google Search by typing searchterms in the search field and seeing the most relevant results related to the topic. http://www.google.com/blogsearch
  • 50. This tool is providing insights into the search terms people have been entering into the Google search engine. It provides a visual representation of regional interest on a countrys map. Results can be narrowed down with categories that are displayed for each search terms (regions, categories, time frames and properties). Carefully examining the resulting top related searches and the rising searches can help you in: CHOOSING DETERMINING AND CREATING BRAND EXAMININGADVERTISING ENTERING A NEW ASSOCIATION SESONALITY MESSAGES MARKET http://www.google.com/insights/search/
  • 51. This service is used to check which You Tube videos have significantly increased search volumes and which were most viewed, discussed, liked or top favorite in a certain period of time.The site is also a laboratory for new tools to help to identify and understand trends across YouTube. http://youtube-trends.blogspot.com/Check global and local trends on You Tube! http://www.youtube.com/charts/videos_views?t=m
  • 52. Find us on Facebook
  • 53. 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