Media landscape updater vi 2012
Upcoming SlideShare
Loading in...5
×
 

Media landscape updater vi 2012

on

  • 595 views

 

Statistics

Views

Total Views
595
Views on SlideShare
595
Embed Views
0

Actions

Likes
0
Downloads
6
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Media landscape updater vi 2012 Media landscape updater vi 2012 Presentation Transcript

  • by
  • 1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising
  • •Media investments• Media mix• Biggest players• Sectors
  • Television 3,000 Mln Radio 2,500 2,000 Magazines Jan - June 2012 1,500Newspapers Jan - June 2011 1,000 Outdoor Jan - June 2010 500 2010 2011 2012 Cinema mln 0 0 4,000 8,000 1 2 3 4 5 6 7 8 9 10 11 12 In 1H of 2012 advertisers invested 4% more vs. 2011, while considering media ratecard revenues. Major decrease is noted by Newspapers (-6%). Source: Kantar Media, ratecard expenditures
  • Aflofarm remains No1. on media market. The highest increase of mediaexpenditures is noted by Volkswagen Group Polska, Jeronimo Martins (Biedronka)and Coca – Cola. Source: Kantar Media, ratecard expenditures
  • COMPUTER & AUDIO VIDEO100% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES 90% 4% 5% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 5% 4% 4% 80% 7% CLOTHING & ACCESSORIES 5% 7% 7% 7% 70% TRAVEL / TOURISM / HOTELS & RESTAURANTS 7% 6% 7% 8% LEISURE 60% 6% 7% 6% BEVERAGES & ALCOHOLS 10% 50% 7% 9% 8% OTHERS 8% 40% 9% MEDIA, BOOKS, CDs AND DVDs 15% 9% 30% 13% FINANCIAL 11% 20% 11% AUTOMOTIVE 12% 10% 13% HYGIENE & BEAUTY CARE 13% 12% RETAIL 0% 13% 2010 FOOD 2011 PHARMACEUTICAL PRODUCTS, MEDICINE Jan - June 2012 TELECOMS In 1H of 2012 Telecom sector is No.1 with its share on the level of 13%. On the next positions are: Medicine, Food and Retail. Source: Kantar Media
  • • Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know
  • 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. Average time viewed considerably increased during Euro 2012 and Olympic Games. Source: AGB Nielsen Media Research
  • Share of Viewing by Stations Group (All 16-49) others Big 4100%90% 25.6% 29.0% 33.4%80% 40.7%70%60%50%40% 74.4% 71.0% 66.6%30% 59.3%20%10% 0% Nov Nov Nov Nov Nov Nov May May May May May May Sep Sep Sep Sep Sep Sep Jul Jul Jul Jul Jul Jul Jan Jan Jan Jan Jan Jan Mar Mar Mar Mar Mar Mar 2007 2008 2009 2010 2011 2012 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
  • 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% 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 - July 2011 2012 Jan Jan - July In 1H of 2012 total number of generated GRP’s is higher than in 2011 by 4%. We observed stronger activity during Euro 2012, however not as strong as expected at the beginning of 2012. Source: AGB Nielsen Media Research, TG: all 16-49
  • 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 25% 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
  • 250,000 no of seconds sold - TVP1+TVP2 120,000 no of seconds sold - TVN 100,000 200,000 80,000 150,000 no of secs no of secs 60,000 100,000 40,000 50,000 TVP 2008 TVP 2009 20,000 TVN 2008 TVN 2009 TVP 2010 TVP 2011 TVN 2010 TVN 2011 TVP 2012 TVN 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 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 140,000 no of seconds sold - POLSAT 4,000,000 no of seconds sold - AtMedia 120,000 3,500,000 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 Polsat 2008 Polsat 2009 500,000 AtMedia 2008 AtMedia 2009 20,000 AtMedia 2010 AtMedia 2011 Polsat 2010 Polsat 2011 Polsat 2012 0 AtMedia 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 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 Source: AGB Nielsen Media Research
  • Programme Date Audience AMR%Programme Date Audience AMR%EURO 2012 FINAŁ HISZPANIA- MAZURSKA NOC KABARETOWA 2012-07-14 1 531 923 8,42%WŁOCHY 2012-07-01 4 833 038 26,56% KABARETOWY KLUB DWOJKI NA WAKACJACH 2012-07-07 1 417 310 7,79%STUDIO SPORT 2012-07-01 4 051 592 22,26%CEREMONIA MEDALOWA EURO MAZURSKA NOC KABARETOWA 2012-07-14 1 393 077 7,66%2012 2012-07-01 3 813 287 20,95% KABARETOWY KLUB DWOJKI NAIO LONDYN 2012 / SIATKÓWKA WAKACJACH 2012-07-07 1 379 909 7,58%POL-WŁ 2012-07-29 2 893 669 15,90% XVIII FESTIWAL KABARETU - KOSZALIN 2012 2012-07-28 1 350 602 7,42%EURO 2012 PO MECZU HISZ - WŁ 2012-07-01 1 659 266 9,12% MAZURSKA NOC KABARETOWA 2012-07-14 1 290 773 7,09%SPORT /SERWIS SPORT./ 2012-07-01 1 621 442 8,91% ZAPROSZENIE NA TOUR DEPROGNOZA POGODY 2012-07-01 1 592 199 8,75% POLOGNE 2012-07-07 1 188 909 6,53%Programme Date Audience AMR% Programme Date Audience AMR%CEREMONIA MEDALOWA LŚ FAKTY 2012-07-29 1 311 150 7,20%SIATKÓWKI 2012-07-08 1 437 602 7,90% SKNERUS 2012-07-22 1 144 013 6,29%LIGA SWIATOWA SIATKOWKI / VABANK II CZYLI RIPOSTA 2012-07-15 1 068 489 5,87%POLSKA-USA 2012-07-08 1 370 126 7,53% KLAMCA KLAMCA 2012-07-29 986 996 5,42%BAD BOYS II 2012-07-23 1 366 237 7,51% PROGNOZA POGODY 2012-07-15 964 514 5,30%BAD BOYS 2012-07-02 1 247 240 6,85% HARRY POTTER I WIEZIENS.W.A.T. JEDNOSTKA SPECJALNA 2012-07-16 1 240 600 6,82% AZKABANU 2012-07-20 948 537 5,21%SIE KRECI NA ZYWO KULISY 2012-07-23 1 234 576 6,78% TVN CLIP 2012-07-22 907 824 4,99%NEW YORK TAXI 2012-07-25 1 234 222 6,78%
  • • Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
  • 5,000,000,000 Full Year Jan - June4,500,000,000 2,360,613,214 2,343,788,0604,000,000,000 2,115,630,3343,500,000,000 4,739,082,125 4,452,430,0983,000,000,0002,500,000,0002,000,000,0001,500,000,0001,000,000,000 500,000,000 0 2010 2011 2012 In 1H of 2012 print revenues increased by 1% (mainly thanks to increase of magazines revenues). We predict rather decrease of investments in the 2H of 2012. Source: Kantar Media
  • 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 - VI 25,000 2012250,000,000 20,000 Insertions 2010200,000,000 15,000150,000,000 Insertions 2011 10,000100,000,000 Insertions I - VI 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 8% (it is insertions than in 2011. 2009) In 1H of ads print by this period less still less by 1% than in Source: Kantar Media
  • 450,000,000 70,000400,000,000 60,000 Investments I - VI350,000,000 50,000 2010300,000,000250,000,000 40,000 Investments I - VI 2011200,000,000 30,000150,000,000 Investments I - VI 20,000 2012100,000,000 50,000,000 10,000 Insertions I - VI 0 - 2010 Insertions I - VI 2011 Insertions I - VI 2012 We observe significant increase of expenditures on Media, Books, CD’s, Clothing and Pharmaceutical products. On the other hand Financial and Food sector are rather pulling back from print media. Source: Kantar Media
  • 450,000,000 70000400,000,000 60000 Investments I - VI350,000,000 2010 50000300,000,000 Investments I - VI250,000,000 40000 2011200,000,000 30000 Investments I - VI150,000,000 2012 20000100,000,000 Insertions I - VI 10000 2010 50,000,000 0 0 Insertions I - VI 2011 Insertions I - VI 2012 In 1H of 2012 Bauer and Agora SA are top players on the Print market (considering media revenues). Source: Kantar Media, M&MP
  • Average sales „Fakt” is constantly the leader among dailies, but starting from April 2012 average sales drop significantly. „Gazeta Wyborcza” and „Super Express” noticed a slight increase in June 2012 after drops in previous months. „Rzeczpospolita” notes continuous decline in sales.ZKDP: 01.2011 – 06.2012
  • Average sales Angora is still the leader among weekly reviews. (an average sales is 362 989 a month). „Uważam Rze” appeared last year on the market and now its average sales is 133 321 a month. „Gość Niedzielny” (the second place) – catholic weekly, has still high position among others weekl reviews. The last position - Przekrój with constant decline in sales. All national weeklies have seen a drop in sales over last 1.5 year.ZKDP: 01.2011 – 05.2012
  • Harper’s Bazaar (Hearst Marquard Publishing) will debut onPolish publishing market in autumn. Regular editions willstart in the spring 2013.
  • Arter changing the publishing house (from G+J to Bauer) Najhas changed it’s periodicity from monthly do weekly. Relaunchwas supported by advertising campaign for 6.6 million PLN.The first issue sell was on the level of 412k what wasconsidered a success.
  • • Investments• Seasonality• Market shares• Ad types
  • 1,400,000,000 Full Year Jan - June 20121,200,000,000 669,174,1501,000,000,000 622,598,150 597,896,995 1,246,985,893 800,000,000 1,185,675,851 600,000,000 400,000,000 200,000,000 0 2010 2011 2012 In 1H of 2012 advertisers invested 7% more in comparison to the same period of 2011 (on the ratecard basis). Prognosis for 2H of 2012 are not so optimistic as media market faces slowdown. Source: Kantar Media
  • 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 On the contrary to the prognosis, during Euro 2012 outdoor revenues were lower than in 2011. Source: Kantar Media
  • 2010 2011 Jan - June 2012 AMS AMS AMS STROER POLSKA STROER POLSKA 16% 15% STROER POLSKA 25% 31% 32% 30% CITYBOARD MEDIA 10% CITYBOARD MEDIA 9% CITYBOARD MEDIA10% CLEAR CHANNEL CLEAR CHANNEL POLAND 16% POLAND 16% 19% CLEAR CHANNEL 15% Others 27% Others 29% POLANDOutdoor 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 with29% share is on the second position. Source: Kantar Media
  • 450400 Jan - June 2010 Jan - June 2011 Jan - June 2012350300250200150 -2% +3% -2% +13%10050 - Backlight Billboard Citylight Frontlight We observe growth of expenditures on BB and Frontlights. Source: Kantar Media
  • Simultaneously with launching the 2012 London Olympics, on the Polish market an Olympic campaign of Samsung Galaxy S III appeared. The campaign will last till the end of August. Samsung plannedTV, press, Internet, and OOH campaigns. Concerning the OOH activities, billboards at the airports are being exposed, as well as the vinyl nets in Warsaw.
  • Taking advantage of the Polish Olympic Representation sponsorship, Tyskie, after the succeed of the first part of the „5 Stadium” campaign during Euro 2012, is continuing this event now. „5 Stadium” means whole Poland, the slogan on the official website states: „5 Stadium is everywhere, where the fans are” and the fans are in all 908 cities of Poland… The action launched onFacebook „Poled Zimochem” (Fly with Zimoch) promoted by Tomasz Zimoch allows the fans to comment the sport events and be rewarded. Let’s cheer our Polish sportsmen on!
  • Promotional action by Nikon at the Polish seaside shows how important and beneficial using of seasonal advertising may be in trying to reach specific target group. Nikon created „photographical city”, where there’s a chance to test the photo equipment not only for the adults, but also for the children. In the „Nikon city” it’s possible to participate in the sportevents, such as volleyball, skim-boarding and spike-ball and take a professional picture that one can take home.
  • Thanks to the Polish Olympic Representation sponsors: Acer, Intel, and Planeta FM, the fans can feel the Olympic atmosphere travelling in the London buses across Warsaw. Inside, the guestscan participate in the contests, see the animations and transmissions from the Olympic Games. The action is conducted by the hostesses who will invite people inside the bus and a DJ playing the music from Planeta FM radio. The program aims to educate people in the field of sport events, building positive sport emotions and to promote the sponsors.
  • Frugo decided to take care of the fans, who will take part in the summer music events. FirstFrugo air-walls appeared on July, 27th. We can find on them funny warnings about the side- effects of being at the concerts, but also some useful information that will help people participating in the summer events. The posters’ designs illustrate the exact image of twisted, fruity Frugo.
  • 800,000,000700,000,000 Full Year Jan - June 2012600,000,000500,000,000 709,250,418 663,837,150400,000,000 409,260,519300,000,000200,000,000100,000,000 +35% 0 2010 2011 Jan - June 2012 Advertisers invested over 35% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino). Source: Kantar Media
  • 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 Because of Euro 2012 cinema audience and media revenues in June were lower in comparison to the previous years. Source: Kantar Media
  • HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES HOUSEHOLD APPLIANCES, FURNITURE &100% DECORATION 2% TRAVEL / TOURISM / HOTELS & RESTAURANTS 5% 3%90% 5% 4% 4% PHARMACEUTICAL PRODUCTS, MEDICINE 5% 5% 8% 3% CLOTHING & ACCESSORIES80% 0% 7% 7% 10% 7% HYGIENE & BEAUTY CARE70% 7% 5% 7% OTHERS 6%60% 4% 8% COMPUTER & AUDIO VIDEO 11% 11%50% RETAIL 15% 14% BEVERAGES & ALCOHOLS40% 17% MEDIA, BOOKS, CDs AND DVDs30% 14% 16% FINANCIAL 13%20% AUTOMOTIVE 20% 17% FOOD10% 14% TELECOMS 0% LEISURE 2010 2011 Jan - June 2012 In 1H of 2012 biggest sectors are Leisure, Telecoms and Food. Media sector increases its shares, whereas Computer & Audio Video sector is rather in retreat. Source: Kantar Media
  • Jan - June 2012 2010 2011 MULTIKINO MULTIKINO MULTIKINO NEW AGE 47% MEDIA 35% 44% NEW AGE 53%65% 56% MEDIA NEW AGE MEDIA Polish cinema market is very consolidated – there are only 2 media owners which are monitored (third biggest player - Kinads). Source: Kantar Media
  • 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 In 1H of 2012 Cinema audience was weaker while comparing to the same period of 2011 by 8%. Source: NAM
  • • Investments• Seasonality• Media owners• Media shares• Radio – nice to know
  • Full Year Jan - June3,000,000,000 1,783,331,2242,500,000,000 1,518,437,955 1,144,773,8922,000,000,000 3,119,219,051 2,478,233,1451,500,000,0001,000,000,000 500,000,000 0 2010 2011 2012 In 1H of 2012 radio ratecard revenues were higher by 17% while comparing to 2011. Source: Kantar Media
  • 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
  • 2010 2011 Jan - June 2012 RMF FM RMF FM RMF FM ZET ZET PR 3 PR 3 ZET 27% 32% 47% PR 1 43% PR 1 40% 33% Others Others PR 3 21% PR 1 17% 19% 2% 3% 3% 5% 3% 5%Strong 1H of 2012 for RMF FM with its SoS on the level of33%, whereas main competitor radio Zet notes 19%. Source: Kantar Media
  • Jan - June 2012 2010 GRUPA RMF 2011 GRUPA RMF 2% GRUPA RMF 2% EUROZET 2% EUROZET 11% EUROZET 12% GRUPA RADIOWA 12% GRUPA RADIOWA8% 33% TIME TIME 11% 39% GRUPA RADIOWA 10% 39% TIME POLSKIE RADIO POLSKIE RADIO 15% POLSKIE RADIO 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
  • Radio stations Radio groups 30% 40% 35% 25% Share in the time of listening RMF FM 8,957 Grupa RMF Share in the time of listening 30% 10,275 20% Polskie 8,278 Radio Zet 25% Radio 15% PR 1 6,286 20% Eurozet 3,908 7,245 10% PR 3 15% Time 3,628 2,812 4,705 10% 5% Agora 1,603 1,425 5% 2,044 0% 0% 0 50 100 150 200 250 0 50 100 150 200 250 Avarage time of listening Avarage time of listening The highest share of the time of listening noted RMF Group. Avarage time of listening of RMF FM is 163 minutes per day. The highest time of listen noted Polish Radio espacially PR-3 (182 minutes per day).Source: Raio Track Millword Brown SMG/KRC, share in the time of listening, avarage time of listening , daily reach (thousand) I-VI 2012
  • MAIN TYPES OF ADS – SHARES: ECONOMIC SECTORS – SHARES: AUTOMOTIIVE 16.4% FINANCE 12.4% TELECOMMUNICATION 9.7% REAL ESTATE 9.3% TRADE 9.3% MEDIA, BOOKS, CD, DVD 6.8% FREE TIME 6.1% HYGIENE AND CARE 5.2% FOOD 4.9% TOURISM, HOTELS, RESTAURANTS 3.5% BUSINESS SERVICES 3.3% FERNITURE, DECO, AGD 3.1% PHARMACEUTICAL PRODUCTS, DRUGS 2.5% COMPUTERS AND AUDIO VIDEO 2.5% EDUCATION 2.0% CLOTHING 1.6% ALCOHOLIC AND NONALCOHOLIC… 1.2%Source: IAB Polska/PwC AdEx 2012 Q’1 HOUSEHOLD PRODUCTS 0.3% Source: IAB Polska/PwC AdEx 2012 Q’1 Advertising on the Internet is constantly growing – according to IAB AdEx research, made by PwC, online advertisement spending in Poland in the 1st quarter of 2012 were about 485 mln PLN (9,3% more than last year) The most active sectors are real estate, automotive, tourism and catering.
  • The new form of advertisement – Type-In – where instead of random password the user types the advertisement slogan. In this case the advertising message can be not only noticed but also rewritten. This solution significantly increases the brand awareness and remembering advertising communication. Effectivenes of campaigns based on Type-in technology: Sourse: SolveMedia, Exploring the Impact of Type-ins on Brand and Message Recall, Summer 2010Instead of: It can be:
  • answer-type-ad flash-type-adtype-ad expand-type-ad video-type-ad
  • PIXAD – innovative solutions, In-Image Advertising, which for example can help togenerate sales in e-commerce sector. It gives a possibility of advertisementsemissions on the surface of the picture by Pixad Mark, which is turning staticimages into interactive ones. It is non-invasive form of advertising because the useris inducing the ad by moving the mouse over the image.Additionally, the technology gives precise targeting opportunities, i.e.: personalizedretargeting (age, sex, education), geo targeting, audience targeting, targeting bycategories, specific brands and models, objects on the picture.
  • BOX ADPIXAD MARK TEXT AD BANNER AD
  • Find us on Facebook
  • 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