Media landscape updater i 2012

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Media landscape updater i 2012

  1. 1. by
  2. 2. 1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising
  3. 3. • Economic snapshot• Media investments• Media mix• Biggest players• Sectors
  4. 4. Polish GDP is predictedto be on the highest levelamong EuropeanCountries (+2,5%).Fortunately it seems thatPolish economy resistsnegative trends inEurope. Source: Rzeczpospolita
  5. 5. Prognosis for media marketworldwide are lower thanexpected. WARC estimatesmedia market shall increase by5,4% in 2012. Among top mediamarkets only BRIC countriesnote increase of expenditures indouble figures. Source: Rzeczpospolita
  6. 6. 30 Ratecard Net est. 25 +5% +4% +18% 20 +3% 15 28.27 26.97billions 26.01 22.07 21.46 10 +0,5% +4% +3% -8% 5 7.68 7.55 7.51 7.29 7.03 0 2008 2009 2010 2011 2012 According to our prognosis but also other credible sources year 2012 will be tough for Polish media market. We shall expect highest increase of expenditures during Euro 2012 (May-June), and stagnation afterwards. Source: Kantar Media, OMD estimations, Rzeczpospolita
  7. 7. Television Internet Magazines Radio Newspapers Outdoor Cinema100% 7% 8% 7% 6% 6%90% 8% 8% 7% 10% 9%80% 8% 8% 9% 9% 8%70% 11% 11% 11% 10% 13%60% 15% 16% 17% 18% 12%50%40%30% 48% 48% 49% 47% 48%20%10% 0% 2008 2009 2010 2011 2012 Internet is the fastest developing medium in Poland taking second rank in media spend. Source: Kantar Media, net net expenditures
  8. 8. 3,000 Television Mln 2,500 Radio 2,000 Magazines 1,500 Jan 2012Newspapers 1,000 Jan 2011 Outdoor 2010 2011 2012 500 Jan 2010 Cinema 0 1 2 3 4 5 6 7 8 9 10 11 12 0 500 1,000 Mln January 2012 is stronger by 3% vs. January 2011, while considering media revenues. Among monitored media highest growth was noted by cinema and radio. Source: Kantar Media, ratecard expenditures
  9. 9. Aflofarm remains No1. on media market. The highest increase of mediaexpenditures is noted by Jeronimo Martins (Biedronka), Multikino and KulczykTradex. Source: Kantar Media, ratecard expenditures
  10. 10. CLOTHING & ACCESSORIES100% COMPUTER & AUDIO VIDEO 2% 2% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES 4% 2% 5% 4% 80% 6% 5% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 8% 6% 10% BEVERAGES & ALCOHOLS 9% 6% 7% TRAVEL / TOURISM / HOTELS & RESTAURANTS 60% 7% 7% 6% 6% 9% LEISURE 8% 9% FINANCIAL 10% 40% 15% HYGIENE & BEAUTY CARE 13% 10% 7% OTHERS 7% 20% 13% 12% AUTOMOTIVE 12% RETAIL 11% 12% 22% FOOD 0% 2010 MEDIA, BOOKS, CDs AND DVDs 2011 TELECOMS Jan 2012 PHARMACEUTICAL PRODUCTS, MEDICINE At the beginning of 2012 Medicine sector is No.1 with its share on the level of 22%. On the next positions are Telecoms and Media. Source: Kantar Media
  11. 11. • Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know
  12. 12. 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 consumption in 2012 is at a little bit lower level than in previous two years. Source: AGB Nielsen Media Research
  13. 13. 0% 5% 10% 15% 25% 20% January TVP1 February March April May June July TVP2 August September October November December January Polsat February March April May June July August gain importance. September TVP Info October November December January February March TVN7 April May June July August TVN September October November December January February TV4 March April May June July August September AtMedia October November December January February March April May June July August September Polsat thematic (9) October November December January February March April TVN24 May June July August September October November December January February Discovery (6) BIG4 (TVP1, TVP2, Polsat, TVN) constantly looses its share. Thematic channels other cab/satSource: AGB Nielsen Media Research, TG:All 16-49
  14. 14. 2,500,0002,000,000 +3% +7% +13% +8%1,500,000 +2% +9% -4% +12%1,000,000 +14% +12% +20% 500,000 -0,3% 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 - Feb 2011 2012 Jan Jan - Feb After two months of 2012 total number of generated GRP’s is on the same level as in 2011. Source: AGB Nielsen Media Research, TG: all 16-49
  15. 15. no of seconds sold - Total TV 8,000,000 7,000,000 6,000,000 5,000,000no of secs 4,000,000 3,000,000 2,000,000 Total TV 2008 Total TV 2009 Total TV 2010 Total TV 2011 Total TV 2012 1,000,000 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 20% more seconds were sold by broadcasters in 2011. We observe strong beginning of 2012 – mainly thanks to thematic channels/packages. Source: AGB Nielsen Media Research
  16. 16. no of seconds sold - TVP1+TVP2 no of seconds sold - TVN250,000 120,000 100,000200,000 80,000150,000 60,000100,000 40,000 TVN 2008 TVN 2009 50,000 TVN 2010 TVN 2011 TVP 2008 TVP 2009 TVP 2010 20,000 TVN 2012 TVP 2011 TVP 2012 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 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 no of seconds sold - POLSAT 4,000,000 no of seconds sold - AtMedia140,000120,000 3,500,000 3,000,000100,000 2,500,000 80,000 2,000,000 60,000 1,500,000 40,000 Polsat 2008 Polsat 2009 1,000,000 AtMedia 2008 AtMedia 2009 Polsat 2010 Polsat 2011 20,000 500,000 AtMedia 2010 AtMedia 2011 Polsat 2012 AtMedia 2012 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 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 Source: AGB Nielsen Media Research
  17. 17. Small channels are going strong. Share of Big4 constantlydecreases. It is estimated that revenues of thematic channelsmay grow again in double figures. Source: Rzeczpospolita
  18. 18. Television on demand quicklyapproaches. There are over20 applications on Polishmarket which enable to watchTV in Internet: (examples -Ipla, vod.tvp.pl, tvnplayer, iplex, gazeta.pl, onet.pl, tuba.fm, hbo.vod andothers). Source: Dziennik Gazeta Prawna
  19. 19. Market share Share of spends (RC) 40% 19% 19% 24% 20% 13% 24% 24% 2% 9% Source: AGB NMR I – II 2012
  20. 20. -Dealing with crime subject-Targeted at women-Dealing with social subject-Music television-Targeted at young people-Dealing with crime and investigation subject-Targeted at women-News, bussines, entertainment, music-Targeted at agriculturists and agromonists Source: AGB NMR
  21. 21. Programme Date Audience GRPs Programme Date Audience GRPsMECZ TOWARZYSKI PILKI M JAK MILOSC 2012-02-20 2 927 186 16,09%NOZNEJ /TRANSMISJA/ 2012-02-29 3 758 845 20,66% BARWY SZCZESCIA 2012-02-07 1 830 960 10,06%STUDIO SPORT 2012-02-29 2 920 925 16,05% NA DOBRE I NA ZLE 2012-02-24 1 812 684 9,96%SPORT /SERWIS SPORT./ 2012-02-05 2 344 708 12,88%TELEEXPRESS 2012-02-05 2 162 709 11,88% RODZINKA.PL 2012-02-22 1 794 153 9,86%WIADOMOSCI 2012-02-03 1 889 385 10,38% BITWA NA GLOSY 2012-02-28 1 690 090 9,29%Programme Date Audience GRPs Programme Date Audience GRPsWYDARZENIA FLESZ 2012-02-03 1 852 998 10,18% FAKTY 2012-02-03 1 986 062 10,91%NEW YORK TAXI /FILM GALIMATIAS CZYLI KOGELSENS.USA-FRA./ 2012-02-08 1 831 423 10,06% MOGEL II /KOM.POL./ 2012-02-05 1 702 561 9,36%GALA BOKSU NA WSPOLNEJ 2012-02-02 1 536 505 8,44%ZAWODOWEGO 2012-02-18 1 803 234 9,91% UWAGA ! 2012-02-26 1 510 959 8,30%WYDARZENIA 2012-02-05 1 751 392 9,62% NIE LUBIE PONIEDZIALKUAGENT XXL 2 /FILM /KOM.POL./ 2012-02-12 1 397 511 7,68%SENS.USA/ 2012-02-10 1 711 029 9,40%
  22. 22. 15% -Adaptation of popular Spanish serial 6% -Sparkling dialogs, spicy humor -Colorful characters SHR% AMR%-Polish version of Austrian hit 22% 7%-Action and humor-Leading part played by an intelligent dog SHR% AMR% 19% -Serial showing a life of people working in shopping mall 5% -A picture of contemporary young Poles -Suprising action, lots of emotions SHR% AMR% -Family serial 22% 8% -Funny recipe for family happiness -Serial written by authors of very popular Rodzinka.pl SHR% AMR% Source: wirtualnemedia.pl
  23. 23. -New talent show-Each dancing- style allowed.-Hosts: Katarzyna Kępka, Maciej Dowbor-5 „casting” and 3 „live” broadcasts Source: wirtualnemedia.pl
  24. 24. 27% -Serial 10% -Sunday evenings -Plot about a young, go-ahead lawyer SHR% AMR%-Documentary serial-„Problem teenagers” brought up by model familiesfor a couple of weeks. -Host: Szymon Majewski- a famous comic 20% 7% -Satire on polititians and celebrities -Provocations SHR% AMR% 18% -Docu-soap, very popular throughout the Polish audience 3% -Shows real problems of everyday life SHR% AMR% Source: materials from stations
  25. 25. • Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
  26. 26. 5,000,000,000 Full Year January4,500,000,0004,000,000,0003,500,000,000 4,739,082,125 4,452,430,0983,000,000,0002,500,000,0002,000,000,000 284,370,868 296,563,199 271,268,1421,500,000,0001,000,000,000 500,000,000 0 2010 2011 2012 In January 2012 print revenues decreased by 4%. We predict further decrease of investments during the year. Source: Kantar Media
  27. 27. 500,000,000 45,000450,000,000 40,000400,000,000 35,000 Investments I - XII 2010350,000,000 30,000 Investments I - XII300,000,000 2011 25,000250,000,000 Investments I 2012 20,000200,000,000 Insertions I - XII 15,000 2010150,000,000 Insertions I - XII 10,000 2011100,000,000 Insertions I 2012 50,000,000 5,000 - - 1 2 3 4 5 6 7 8 9 10 11 12 In January 2012 print media sold 11% less insertions than in 2011. Source: Kantar Media
  28. 28. 60,000,000 9,000 8,00050,000,000 7,000 Investments I 201040,000,000 6,000 Investments I 2011 5,000 Investments I 201230,000,000 4,000 Insertions I 201020,000,000 3,000 Insertions I 2011 2,000 Insertions I 201210,000,000 1,000 0 - We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Pharmaceutical products. On the other hand Automotive sector, Retail and Food are rather pulling back from print media. Source: Kantar Media
  29. 29. 60,000,000 9000 800050,000,000 7000 Investments I 2010 Investments I 201140,000,000 6000 Investments I 2012 Insertions I 2010 5000 Insertions I 201130,000,000 Insertions I 2012 400020,000,000 3000 200010,000,000 1000 0 0 At the beginning of 2012 Bauer is publisher No1 (considering media revenues). Source: Kantar Media, M&MP
  30. 30. According to Agoraprognosis print marketshall suffer decrease ofmedia revenues – evenin double figures.Polish publishers don’texperiment with newtitles. More oftenlicenses for onlinecontent are consideredas a possible rescue forPublishers. Source: Rzeczpospolita
  31. 31. Since January 2012 „Ale Historia” is a new title added each Monday to Gazeta Wyborcza. From February 20th „Kuchnia na szpilkach” will be sold as a supplement to „Party”. In the magazine well known restaurant owner Marta Grycan recomends light dishes you can make in 15 minutes.
  32. 32. On February 27th, 2012 „Olivia” so far published byMarquard publisher, was bought by Bauer. On February 24th, 2012 „Naj Magazine” so far published by Gruner + Jahr, was bought by Bauer. The first issue of „Naj” by Bauer will be published in April 2012.
  33. 33. • Investments• Seasonality• Market shares• Ad types• AMS METRICS
  34. 34. 1,400,000,000 Full Year January 20121,200,000,0001,000,000,000 1,246,985,893 800,000,000 1,185,675,851 600,000,000 77,025,720 400,000,000 71,581,410 80,262,512 200,000,000 0 2010 2011 2012 In 2011 advertisers invested 4% less 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
  35. 35. 130,000,000120,000,000110,000,000100,000,000 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 In 2012 months May, June and July shall be very strong as a result of Euro 2012. Source: Kantar Media
  36. 36. 2010 2011 Jan 2012 AMS AMS AMS STROER POLSKA STROER POLSKA 15% 18% STROER POLSKA 25% 31% 32% CITYBOARD MEDIA CITYBOARD MEDIA 36% 10% 8% CITYBOARD MEDIA10% CLEAR CHANNEL CLEAR CHANNEL 13% POLAND 16% POLAND 15% 19% Others 27% CLEAR CHANNEL Others 25% POLANDOutdoor market is consolidated. Over 82% of the market is held by 4biggest media owners.AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with25% share is on the second position.. Source: Kantar Media
  37. 37. 800Millions 700 Jan-Dec 2009 Jan-Dec 2010 Jan-Dec 2011 600 500 400 300 200 100 - Frontlight Citylight Billboard Backlight Investments on Billboards are decreasing, on the other hand we observe growth of expenditures on Citilights (by 16%) and Frontlights. Source: Kantar Media
  38. 38. AMS company, one of the biggest OOH companies in Poland, presented new tool called „AMS Metrics”. This application enables to plan OOH campaign in the main cities in Poland.
  39. 39. User can choose, what number of carriers he needs in each city, or he can put total number of carriers and the program itself will split this number proportionally on each city.
  40. 40. Finally we receive estimated reach, number of contacts and CPT.
  41. 41. 800,000,000 Full Year Jan 2012700,000,000600,000,000500,000,000 709,250,418 663,837,150400,000,000300,000,000200,000,000100,000,000 +83% 0 2010 2011 Jan 2012 Advertisers invested over 83% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino). It is mainly caused by in-house campaign conducted by Multikino. Source: Kantar Media
  42. 42. 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 In 2011 we observed two peaks in June and November. Source: Kantar Media
  43. 43. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES HYGIENE & BEAUTY CARE100% 2% 2% CLOTHING & ACCESSORIES 3% 3% OTHERS90% 2% 6% 4% 4% 5% 5% PHARMACEUTICAL PRODUCTS, MEDICINE80% 8% 5% 8% TRAVEL / TOURISM / HOTELS & RESTAURANTS 3% 8% 11%70% 3% FINANCIAL 7% 13% COMPUTER & AUDIO VIDEO60% 10% 7% AUTOMOTIVE50% 5% 14% 20% HOUSEHOLD APPLIANCES, FURNITURE & 13% DECORATION40% RETAIL 15% BEVERAGES & ALCOHOLS30% 17% MEDIA, BOOKS, CDs AND DVDs20% 33% TELECOMS 20%10% 14% FOOD LEISURE 0% 2010 2011 Jan 2012 In 2012 biggest sectors were Leisure, Food and Telecoms. Financial sector increase its shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat. Source: Kantar Media
  44. 44. 2010 2011 Jan 2012 MULTIKINO MULTIKINO MULTIKINO NEW AGE NEW AGE MEDIA MEDIA 39% 35% 44% 61%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 2012 Multikino revenues are significantly higher that NAM. It is caused mainly by in-house campaign conducted by Multikino. Source: Kantar Media
  45. 45. 6,000,000 January5,000,0004,000,000 5,311,927 +14% -31%3,000,000 4,199,259 3,682,0572,000,0001,000,000 0 2010 2011 2012 Considering cinema audience January 2012 was quite strong while comparing to January 2011, however weaker by 21% than January 2010. Source: NAM
  46. 46. • Investments• Seasonality• Media owners• Media shares• Radio – nice to know
  47. 47. Full Year January3,000,000,0002,500,000,000 3,119,219,0512,000,000,000 2,478,233,1451,500,000,000 232,753,511 202,066,062 145,717,6751,000,000,000 500,000,000 0 2010 2011 Jan 2012 Strong beginning of 2012 for radio. Revenues were higher by 15% while comparing to January 2011. Source: Kantar Media
  48. 48. 340,000,000290,000,000240,000,000190,000,000140,000,000 2010 2011 2012 90,000,000 40,000,000 1 2 3 4 5 6 7 8 9 10 11 12 An 15% increase is observed in January 2012. Seasonality of expenditures depends mostly on movies distribution (revenues depends on the viewership). Source: Kantar Media
  49. 49. 2010 2011 Jan 2012 RMF FM RMF FM RMF FM ZET ZET PR 3 PR 3 ZET 27% 32% 36% 47% PR 1 43% PR 1 39% Others Others PR 3 21% 17% PR 1 3% 17% 2% 3% 3% 5% 5%Strong beginning of 2012 for RMF FM with its SoS on the levelof 39%, whereas main competitor radio Zet notes only 17%. Source: Kantar Media
  50. 50. 2010 GRUPA RMF 2011 GRUPA RMF Jan 2012 GRUPA RMF 2% EUROZET 2% EUROZET 10% 2% EUROZET 12% GRUPA RADIOWA 12% GRUPA RADIOWA 10%8% 33% TIME TIME GRUPA RADIOWA 10% 39% 44% TIME POLSKIE RADIO POLSKIE RADIO 14% 3% 17% AGORA S.A. POLSKIE RADIO AGORA S.A. 25% 20% 20% Others Others OthersFor 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
  51. 51. Daily Reach 2011 Time of listening 2011 23 3 . 4 hours mln people 28 minutes every day Source: Radio Track, Millward Brown SMG/KRC.
  52. 52. Daily time of listening 2011 Number of listened stations 2011 62.0% 52.8% 31.2% 28.7% 18.5% 14.0% over 1 hour over 4 hour over 8 hour 1 station 2 stations 3 stations and moreConsumers are loyal towards ones favorite stations. Source: Radio Track, Millward Brown SMG/KRC.
  53. 53. All 15-19 78,3% All 70-75 All 20-29 79,4% 68,4% 70,8% 81,7%All 60-69 All 30-39 75,1% 79,4% All 50-59 All 40-49 Source: Radio Track Millward Brown SMG/KRC, 2011
  54. 54. Place of listening 200957.6% 55.4% 2010 53.6% 2010 2011 2011 31.6% 29.4% 34.1% 33.0% 32.6% 14.3% 14.0% 11.7% 11.7% 14.2% 14.0% 14.0% 7.5% 7.3% 7.5% through the from the mp3 through the mobile phone player / mp4 Internet at home at work in the car In other place Source: Radio Track, Millward Brown SMG/KRC. * Net Track, 2010, 2011
  55. 55. Fukushima
  56. 56. General People Movies Food&drink Music
  57. 57. Sports Travels Pets Video games
  58. 58. 93,86% reach amongGoogle Display Network polish internet usersis the biggest polishadvertising network 17,7 Mio Real Users per month Possibility of targeting: - demographic (ex. age) - geographic (ex. city) - behavioral (ex. photo amateurs) (check next chart) - thematic (ex. sport) - contextual (key words ex. games) - direct sites (ex. gazeta.pl) - remarketing (allows to reach people who previously visited Client website)
  59. 59. Based on user visits to these websites, Google uses an advertising cookie to associatehis browser with inferred interest and demographic categories. Google then uses thesecategories to show interest-based ads on websites.(Googles Ads Preferences Manager lets you edit these categories associated with your browser). www.google.com/ads/preferences YOUR SEX? YOUR AGE? YOUR INTERESTS?
  60. 60. In December of 2011 You Tube unveiled their latest design and navigational changes to the world. 1. New YT home page 2. New YT channel page 3. YT analyticsYouTube has changed their The new channel layout may YouTube Analytics, thisdesign to follow a much more look different, but it still behaves extremely detailed andclean and modern look. relatively the same. However, as informative feature allows you toYT has now prominently YouTube moves in the direction learn more about yourpositioned a “Subscription of becoming more “channel- audience. Each statistic tells aFeed” in the middle of the page. centric,” it is imperative that we story about the viewing habitsNow is behaving more like a activate, update and optimize of your audience.,social-networking site than our new channel as quickly asever before. possible for the best results.
  61. 61. Find us on Facebook
  62. 62. 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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