Media landscape updater june 2011
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Media landscape updater june 2011

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Media landscape updater june 2011 Media landscape updater june 2011 Presentation Transcript

  • by
  • 1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Inspiration Point
  • •Landscape•Media shares•Biggest players•Sectors
  • 3,000,000,000 500,000,000 1,000,000,000 1,500,000,000 2,000,000,000 2,500,000,000 3,500,000,000 4,000,000,000 4,500,000,000 5,000,000,000 0 1104630695 1 1296099997 1378851906 1267867846 2 1550291252 2009 1568160962 1795466091 3 2252390912 2317671946 2010 1749557807 4 1702335599 2223818517 2011 1932377662 5 2418117333 2436128066 1723087025 6 2208733440 2222318196 1167487654 7 1475902129 1150998783 8 1355338094 1902118715 9 2239536676 2291803603 2681584949 10 First half of 2011 is stronger vs. 2010 by average 6%. 2310570480 2501304160 11 1965840548 2050958424 12Source: Kantar Media, ratecard expenditures of advertising market.
  • Television Radio Jan-June 2011Newspapers Magazines Jan-June 2010 Outdoor Cinema Jan-June 2009 - 2,000,000,000 4,000,000,000 6,000,000,000 8,000,000,000 Million Cinema Outdoor Magazines Newspapers Radio TelevisionJan-June 2011 303,125,189 618,600,502 1,412,026,160 919,654,154 1,518,361,923 7,375,181,665Jan-June 2010 275,920,017 597,896,995 1,226,893,053 888,737,281 1,144,773,892 7,293,747,295Jan-June 2009 199,754,335 641,701,125 1,212,783,290 920,504,527 1,011,807,908 5,586,435,941 TV is the strongest medium. In terms of ratecard it grew by 1% in relation to 2010. 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
  • 10 of 20 biggest advertisers increased their media investments in the first half of the year.Most significant growths were: Aflofarm – 96% increase – and secured first place among topadvertisers, Lidl – growth by circa 4 times. The biggest drop in terms of RC expenditures wasnoted by Unilever Source: Kantar Media
  • COMPUTER & AUDIO VIDEO100% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 3% CLOTHING & ACCESSORIES 6% 3% 6% 4% 80% 6% 5% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES 6% 8% 6% 6% TRAVEL / TOURISM / HOTELS & RESTAURANTS 7% 7% 7% LEISURE 60% 7% 7% 7% 8% 7% 8% BEVERAGES & ALCOHOLS 9% 10% 8% AUTOMOTIVE 40% 14% 9% MEDIA, BOOKS, CDs AND DVDs 12% 12% OTHERS 20% 9% 11% FINANCIAL 14% 12% 17% RETAIL 0% 14% HYGIENE & BEAUTY CARE Jan-June 2009 TELECOMS Jan-June 2010 PHARMACEUTICAL PRODUCTS, MEDICINE Jan-June 2011 FOOD For the last three years top 3 sectors are: food, medicines and telecoms. Source: Kantar Media
  • •Average Time Viewed•All time viewing•Commercial impact•Minutes sold
  • 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 higher during winter months what reflects traditional seasonality on Polish media market. Source: AGB Research Nielsen
  • All 16-4920% Summer TVP118% TVP216% Polsat14% TVP312% TVN710% TVN8% TV46% AtMedia Polsat thematic (6)4% TVN242% Discovery (4)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 other cab/sat We can observe drop of shares of mainstream channels in the summer. At the same time thematic channels shares are increasing. Source: AGB Research Nielsen
  • All 16-49 30% Summer TVP1 25% TVP2 Polsat 20% TVP3 TVN7 15% TVN TV4 10% AtMedia Polsat thematic 5% TVN24 Discovery 0% other cab/sat 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 TVN and Polsat have the highest share among TV market. At Media is between TVP1 and TVP2 – both are mainstream channels.At 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, Comedy Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, EskaTV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National GeographicChannel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal , Channel, ViacomBlink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Source: AGB Research Nielsen
  • 7,000,000 6,191,5596,000,000 5,434,9465,000,0004,000,0003,000,0002,000,0001,000,000 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 24 – 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) Source: AGB Research Nielsen
  • 250,000 200,000 203,132 191,274 150,000 100,000 50,000 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 2011In 2011 TVP (TVP1 & TVP2) opened more inventory, than in previous years. Itexceeded several times 200 000 seconds per week Source: AGB Research Nielsen
  • 120,000 107,578100,000 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 2011TVN keeps similar level as in previous years Source: AGB Research Nielsen
  • 140,000120,000 104,301100,000 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 2011Polsat increased their inventory at the beginning of the year and was balancing for a while on the sell outlimit (which is 12 minutes per hour). Currently TV station keeps similar level as in previous years - about100k seconds per week Source: AGB Research Nielsen
  • 3,500,000 3,141,0143,000,0002,500,0002,000,0001,500,0001,000,000 500,000 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 2011At Media as a broker modifies their portfolio each year. Currently It is about 3,1 million seconds per week Source: AGB Research Nielsen
  • •Investments•Seasonality•Players and sectors•Publishers
  • 5,000,000,0004,500,000,000 Full Year Jan-June4,000,000,0003,500,000,0003,000,000,0002,500,000,0002,000,000,000 2,331,680,314 2,133,287,817 2,115,630,3341,500,000,0001,000,000,000 500,000,000 0 2009 2010 2011 Advertisers invested over 10% more in the first half of 2011, in comparison to the same period 2010 Source: Kantar Media
  • 500,000,000 45,000450,000,000 40,000400,000,000 35,000 Investments 2009350,000,000 30,000 Investments 2010300,000,000 Investments 2011 25,000250,000,000 Insertions 2009 20,000200,000,000 Insertions 2010 15,000 Insertions 2011150,000,000100,000,000 10,000 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% ads more by this period (it is still less by 1% than in 2009) Source: Kantar Media
  • 450,000,000 70,000400,000,000 60,000350,000,000 50,000300,000,000 Investments Jan-250,000,000 40,000 June 2009200,000,000 30,000 Investments Jan-150,000,000 June 2010 20,000100,000,000 Investments Jan- 50,000,000 10,000 June 2011 0 - Insertions Jan-June 2009 Insertions Jan-June 2010 Insertions Jan-June 2011 We observe significant increase of expenditures on Hygiene & Beauty care, Telecoms, Retail and Media. On the other hand automotiv sector is rather pulling back from print media. Source: Kantar Media
  • 250,000,000 35000 30000200,000,000 25000 Investments Jan-150,000,000 20000 June 2009 Investments Jan-100,000,000 15000 June 2010 Investments Jan- 10000 June 2011 50,000,000 Insertions Jan-June 5000 2009 Insertions Jan-June 0 0 2010 Insertions Jan-June 2011 Agora is no1 Publisher, but it’s loosing it’s potential. Source: Kantar Media
  • 1,400,000,000 Full Year Jan-June1,200,000,0001,000,000,000 800,000,000 600,000,000 641,701,125 618,600,502 597,896,995 400,000,000 200,000,000 - 2009 2010 2011 Outdoor market is rather in stagnation, however it is assumed that the revenues shall be higher in the next half of the year, as a result of parliamentary elections. Source: Kantar Media
  • 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. Source: Kantar Media
  • 2009 2010 Jan-June 2011 AMS AMS AMS STROER POLSKA STROER POLSKA 0% 14% 15% 15% STROER POLSKA 31% CITYBOARD MEDIA 31% CITYBOARD MEDIA 32% 12% 10% 10% CITYBOARD MEDIA CLEAR CHANNEL CLEAR CHANNEL 11% POLAND 10% POLAND NEWS OUTDOOR NEWS OUTDOOR 17% CLEAR CHANNEL 19% POLAND 14% 18% POLAND Others 15% POLAND Others 26% OthersOutdoor market is consolidated. Over 80% of the market is held by 4biggest media owners.AMS has the highest revenues (1/3 of OOH market in Poland). NewsOutdoor Poland was bought by Stroer in October 2010, what increasedadvantage on smaller players. Source: Kantar Media
  • 400,000,000350,000,000 Jan-June 2009 Jan-June 2010 Jan-June 2011300,000,000250,000,000200,000,000150,000,000100,000,000 50,000,000 - Frontlight Citylight Billboard Backlight Investments on Billboards are decreasing, but we can also observe growth of expenditures on Citilights (by 19%). Investments on Frontlights and Backlights are on a stable level. Source: Kantar Media
  • 700,000,000 Full Year Jan-June600,000,000500,000,000400,000,000300,000,000 303,125,189 275,920,017200,000,000 199,754,335100,000,000 - 2009 2010 2011 Advertisers invested over 10% more in the first half of 2011, in comparison to the same period 2010 Source: Kantar Media
  • 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 cinema becomes more and more important in media planning, periodicity of expenditures is based on the opening nights timetable. Source: Kantar Media
  • CLOTHING & ACCESSORIES HYGIENE & BEAUTY CARE100% COMPUTER & AUDIO VIDEO PHARMACEUTICAL90% PRODUCTS, MEDICINE 3% 2% 6% RETAIL80% 8% 5% 6% HOUSEHOLD APPLIANCES, FURNITURE &70% 10% 6% DECORATION 11% OTHERS 7%60% 8% 11% 8% TRAVEL / TOURISM / HOTELS & 4% 4% RESTAURANTS50% MEDIA, BOOKS, CDs AND DVDs 14% 16% 13%40% BEVERAGES & ALCOHOLS30% 14% 16% AUTOMOTIVE 12% FINANCIAL20% 18% 17% 18% TELECOMS10% LEISURE 0% FOOD 2009 2010 Jan-June 2011 After first half of 2011 biggest sectors are Food, Leisure and Telecoms. Source: Kantar Media
  • 2009 2010 Jan – June 2011 MULTIKINO MULTIKINO MULTIKINO 25% 35% 42%75% 65% 58% NEW AGE NEW AGE NEW AGE MEDIA MEDIA MEDIA Polish cinema market is very consolidated – there are only 2 media owners which are monitored. Since May 2010 there is a new player – Kinads, however its revenues are still not monitored (Jan-June Kinads ratecard estimates: 47,7 mln). Source: Kantar Media
  • Google+ is a new social media service run by Google. First users started loging in in Polandat the beginning of July. Number of worldwide online users scored over 10 million afterweek being online. Google+ provides similar functionalities as Facebook and is consideredas the biggest market rival of Mark Zuckerbergs empire. Google+ lets users to segregatetheir contacts in circles, four basic: friends, family, acquaintaces and following, but users canalso create it’s own.
  • Over 100 000 people more than last year used online radio streaming. Now over 1,5 million users listen to radio online in Poland. 31,5% of respondents use their mobile phones to receive the signal – that’s 3 points more than in 2010. 22,5 million users use traditional receivers and less than 1 million sattelite or cable TV. In first half of 2011 80% of respondents used radio and this doesn’t change comparing to 2010. It’s still a big audience – 24 million people.Source: http://interaktywnie.com/biznes/newsy/raporty-i-badania/ponad-poltora-miliona-polakow-slucha-radia-online-21074
  • Looking for inspiration…?Media Direction Group is on Facebook now!Just click and check what is new in the world of add.Find us on Facebook Below you’ll find links to inspiring actions: • BIG MILK collage – find yourself on the picture • Magnum – pyramid of pleasure (FB application)
  • Media Direction OMD webpage:www.mediadirection.com.pl In case You have any further questions concerning Media Landscape Updater, please contact Andrzej Piskorek piskorek@mediadirection.com.pl