Media landscape updater VIII 2012
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Media landscape updater VIII 2012

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Media landscape updater VIII 2012 Media landscape updater VIII 2012 Presentation Transcript

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  • 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 2,000Newspapers Jan - August 2012 1,500 Magazines Jan - August 2011 1,000 Outdoor Jan - August 2010 500 2010 2011 2012 Cinema mln 0 0 5,000 10,000 1 2 3 4 5 6 7 8 9 10 11 12 Till August 2012 advertisers invested 3% more vs. 2011, while considering media ratecard revenues. Major decrease is noted by Newspapers (-6%), but also TV (- 0,42%). While considering net expenditures we expect rather decrease of media investments by the end of the year. Source: Kantar Media, ratecard expenditures
  • Aflofarm remains No1. on media market. The highest increase of media expendituresis noted by Jeronimo Martins (Biedronka) and PTK Centertel. Source: Kantar Media, ratecard expenditures
  • COMPUTER & AUDIO VIDEO100% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES 4% 5% CLOTHING & ACCESSORIES 5% 4% 5% 80% 6% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 6% 5% 6% 8% 7% TRAVEL / TOURISM / HOTELS & RESTAURANTS 7% 7% 7% LEISURE 60% 7% 7% 7% BEVERAGES & ALCOHOLS 10% 7% 9% AUTOMOTIVE 8% 40% 8% 9% FINANCIAL 15% 9% 13% OTHERS 20% 11% 11% MEDIA, BOOKS, CDs AND DVDs 12% 12% HYGIENE & BEAUTY CARE 13% 12% RETAIL 0% 12% 2010 FOOD 2011 PHARMACEUTICAL PRODUCTS, MEDICINE Jan - August 2012 TELECOMS Till August 2012 Telecom sector is No.1 with its share on the level of 12%. 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
  • 2,500,0002,000,000 +3% +7% +13% +8%1,500,000 +2% +9% -4% +12%1,000,000 +14% +12% +20% 500,000 +4% 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 - Sep 2011 2012 Jan Jan - Sep From January to September 2012 total number of generated GRP’s is higher than in 2011 by 4%. Source: AGB Nielsen Media Research, TG: all 16-49
  • Share of Viewing by Stations Group (All 16-49) others Big 4100%90% 25.6% 29.0%80% 33.4% 37.9% 43.1%70%60%50%40% 74.4% 71.0%30% 66.6% 62.1% 56.9%20%10% 0% Sep Sep Jan Nov Jan Sep Jan Sep Jan Jan Sep Jan Sep Nov Nov Nov Nov Nov Mar Mar Mar Mar Mar Mar Jul Jul Jul Jul Jul Jul May May May May May May 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
  • 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 22% 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 secsno of secs 60,000 100,000 40,000 50,000 20,000 TVP 2008 TVP 2009 TVN 2008 TVN 2009 TVN 2010 TVP 2010 TVP 2011 0 TVN 2011 TVN 2012 TVP 2012 0 1 3 5 7 9 111315171921232527293133353739414345474951 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 weeks 140,000 no of seconds sold - POLSAT 4,000,000 no of seconds sold - AtMedia 120,000 3,500,000 100,000 3,000,000 2,500,000no of secs 80,000 no of secs 2,000,000 60,000 1,500,000 40,000 1,000,000 20,000 500,000 Polsat 2008 Polsat 2009 Polsat 2010 AtMedia 2008 AtMedia 2009 AtMedia 2010 0 Polsat 2011 Polsat 2012 0 AtMedia 2011 AtMedia 2012 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 111315171921232527293133353739414345474951 weeks Source: AGB Nielsen Media Research
  • Programme Date Audience AMR % Programme Date Audience AMR % SPORT /SERWIS SPORT./ 2012-09-23 1 799 819 9,89% M JAK MILOSC /TELENOW.POL./ 2012-09-17 2 801 688 15,40% OJCIEC MATEUSZ NA DOBRE I NA ZLE /SER.KRYM.OBYCZ.POL./ 2012-09-13 1 720 078 9,45% /SER.OBYCZ.POL./ 2012-09-26 2 299 671 12,64% PROGNOZA POGODY 2012-09-23 1 548 941 8,51% BARWY SZCZESCIA /SER.POL./ 2012-09-24 1 507 317 8,28% WIADOMOSCI 2012-09-23 1 534 416 8,43% KULISY SERIALU M JAK MILOSC 2012-09-24 1 397 439 7,68% SILA WYZSZA /SER.POL/ 2012-09-02 1 394 412 7,66% BITWA NA GLOSY /TELEDYSK/ 2012-09-24 1 388 377 7,63% KRONIKA LI PARAOLIMPIJSKICH EKSPRES REPORTEROW 2012-09-25 1 168 482 6,42% LONDYN 2012 2012-09-09 1 266 832 6,96% RODZINKA.PL /SER.KOM.POL./ 2012-09-07 1 155 464 6,35% FESTIWAL BIEGOWY KRYNICA - KABARETOWY KLUB DWOJKI NA KRONIKA 2012-09-09 1 202 095 6,61% WAKACJACH /PROG.ROZR.POL./ 2012-09-01 1 125 575 6,19% RAMBO II /FILM USA/ 2012-09-12 1 185 210 6,51%Programme Date Audience AMR % Programme Date Audience AMR %MUST BE THE MUSIC - TYLKO MUZYKA 2012-09-23 2 081 215 11,44% MAM TALENT! / PROGR./ROZR./ 2012-09-29 2250405 12,37%NIEZNISZCZALNI /FILM SENS.USA/ 2012-09-10 2 024 201 11,12%SZKLANA PULAPKA 4.0 /FILM SENS.USA - MASTERCHEF /REALITY SHOW POL./ 2012-09-23 2057233 11,30%W.BRYT./ 2012-09-24 1 687 268 9,27% FAKTY 2012-09-30 1764087 9,69%GOT TO DANCE: TYLKO TANIEC EXTRA UWAGA ! /MAG.SENS.POL./ 2012-09-23 1723858 9,47%/REP.POL./ 2012-09-10 1 477 434 8,12% LEKARZE /SER.OBYCZ.POL./ 2012-09-17 1572755 8,64%MUST BE THE MUSIC - TYLKO MUZYKAEXTRA /REP.POL./ 2012-09-10 1 460 614 8,03% PRAWO AGATY /SER.OBYCZ.POL./ 2012-09-25 1559800 8,57%EPOKA LODOWCOWA 2 - ODWILZ /FILM KUCHENNE REWOLUCJE /REALITYANIM.USA/ 2012-09-22 1 421 356 7,81% SHOW POL./ 2012-09-27 1519228 8,35%METRO STRACHU /FILM FAB.USA/ 2012-09-03 1 278 998 7,03% PROGNOZA POGODY 2012-09-23 1462173 8,03%GOT TO DANCE: TYLKO TANIEC 2012-09-21 1 265 251 6,95%
  • • Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
  • 5,000,000,000 Full Year Jan - August4,500,000,0004,000,000,0003,500,000,000 4,739,082,125 4,452,430,0983,000,000,0002,500,000,000 2,982,419,012 2,961,394,119 2,704,214,4862,000,000,0001,500,000,0001,000,000,000 500,000,000 0 2010 2011 2012 Till August 2012 print revenues increased only by 0,7%, however while considering net expenditures we estimate rather significant decreased of expenditures. 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 - VIII 25,000 2012250,000,000 20,000 Insertions 2010200,000,000 15,000150,000,000 Insertions 2011 10,000100,000,000 Insertions I - VIII 50,000,000 5,000 2012 - - 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 bymedia sold 9% is still less by 1% than in 2009) Till August 2012 print this period (it less insertions than in 2011. Source: Kantar Media
  • 600,000,000 90,000 80,000500,000,000 Investments I - VIII 70,000 2010400,000,000 60,000 50,000 Investments I - VIII300,000,000 2011 40,000200,000,000 30,000 Investments I - VIII 20,000 2012100,000,000 10,000 Insertions I - VIII 0 - 2010 Insertions I - VIII 2011 Insertions I - VIII 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
  • 600,000,000 90000 80000500,000,000 Investments I - 70000 VIII 2010400,000,000 60000 Investments I - 50000 VIII 2011300,000,000 40000 Investments I -200,000,000 30000 VIII 2012 20000 Insertions I - VIII100,000,000 2010 10000 0 0 Insertions I - VIII 2011 Insertions I - VIII 2012 Till August 2012 Bauer and Agora SA are top players on the print market (considering media ratecard revenues). Source: Kantar Media, M&MP
  • The first edition of Pierwszy million quarterly in September2012 (Ringier Axel Springer). Magazine is aimed at thereader who want to start their own company or to expandan existing new business. Circulation of next issues has notbeen confirmed.
  • Bloomberg Businessweek (Media Point Group) has been closedafter a year of publishing. Last issue – 1st October 2012.The editor is looking for a new publisher in Poland.
  • Bauer bought a license to issue Grazia (fashion andcelebrities) magazine in Poland. The editor has notconfirmed the date of first emission.
  • Polskapresse decided to refresh free dailynewspaper Echo Miasta and transform it toNasze Miasto. Prices of advertising cost will bereduced.
  • Egmont decided to close popular sciencemagazine How it works because of low amountof sales.
  • • Investments• Seasonality• Market shares• Ad types
  • 1,400,000,000 Full Year Jan - August 20121,200,000,0001,000,000,000 1,246,985,893 800,000,000 1,185,675,851 600,000,000 868,344,064 805,952,048 768,929,959 400,000,000 200,000,000 0 2010 2011 2012 Till August 2012 advertisers invested 8% more in comparison to the same period of 2011 (on the ratecard basis). 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 Typical seasonality blurs in 2012. Source: Kantar Media
  • 2010 2011 AMS Jan - August 2012 AMS STROER POLSKA STROER POLSKA STROER POLSKA 16% 25% 15% AMS 31% 32% 30% CITYBOARD MEDIA 10% CITYBOARD MEDIA 9% CITYBOARD MEDIA 10% CLEAR CHANNEL CLEAR CHANNEL POLAND 16% POLAND 16% 15% 19% Others CLEAR CHANNEL 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
  • 600 Jan - August 2010 Jan - August 2011 Jan - August 2012500400300200 -6% +6% -3% +14%100 - Backlight Billboard Citylight Frontlight We observe growth of expenditures on BB (+6%) and Frontlights (+14%), whereas Backlights loose the most. Source: Kantar Media
  • Totalizator Sportowy, owner of the brand LOTTO, carry out the first Polish campaign imitates the operation of the machine randomizing of bus stop. The campaign has started in late September and promotes new game Lotto Plus . On the bus shelters in Poland can be seen bouncing balls which mimic the operation of the randomizing machine . Randomizing machine has appeared in 35 cabinets in 7 bus shelters Polish cities.
  • September 1 begins with a custom campaign on CLP. On the streets of Lodz in selected Citylights you will see the real materials from the collection of IKEA fabrics. This is an example of using fabric instead of the standard poster paper.
  • For Bingo Airways fleet - Polish charter airline joined an Airbus A320. The plane has a specialpromotional painting designed together with the brand lollipops Chupa Chups. Graphics slogan refers to the brand and its character Chupa Chuck - "Chupa Chups, Chill in the Air" will be themotto of flight of the airplane. All children traveling on the plane will be able to board the Chupa Chups lollipops taste.
  • 800,000,000 Full Year Jan - Aug 2012700,000,000600,000,000500,000,000 709,250,418 556,711,916 663,837,150400,000,000 418,528,024 401,393,304300,000,000200,000,000 +33%100,000,000 0 2010 2011 Jan - Aug 2012 Advertisers invested over 33% 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 After weaker June (because of Euro 2012) July and August again stronger versus previous year. Source: Kantar Media
  • HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES CLOTHING & ACCESSORIES100% HYGIENE & BEAUTY CARE 1% 3%90% 5% 4% 4% TRAVEL / TOURISM / HOTELS & RESTAURANTS 0% 3% 5% 8% 5% HOUSEHOLD APPLIANCES, FURNITURE &80% 6% 5% 4% DECORATION 6% PHARMACEUTICAL PRODUCTS, MEDICINE70% 7% 10% 6% OTHERS 7% 7%60% 5% 8% RETAIL 11% 10%50% COMPUTER & AUDIO VIDEO 15% 11% FINANCIAL40% 17% BEVERAGES & ALCOHOLS30% 14% 13% MEDIA, BOOKS, CDs AND DVDs 13%20% AUTOMOTIVE 20% 22% 14% FOOD10% TELECOMS 0% LEISURE 2010 2011 Jan - Aug 2012 Till August 2012 biggest sectors are Leisure, Telecoms and Food. Media sector increases its shares, whereas beverages & alcohol sector is rather in retreat. Source: Kantar Media
  • Jan - Aug 2012 2010 2011 MULTIKINO MULTIKINO MULTIKINO NEW AGE MEDIA 49% 35% 44% NEW AGE 51%65% 56% MEDIA NEW AGE MEDIA New Age Media is player number one on Polish cinema market, with its share on the level of 51%. Small cinema brokers gain importance, however their media revenues are still not monitored. 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 Surprisingly very strong August in comparison to previous months. Source: NAM
  • • Investments• Seasonality• Media owners• Media shares• Radio – nice to know
  • Full Year Jan - July3,000,000,0002,500,000,0002,000,000,000 3,119,219,051 2,478,233,145 2,003,345,310 2,240,817,3231,500,000,000 1,504,852,8301,000,000,000 500,000,000 0 2010 2011 2012 Till August 2012 radio ratecard revenues were higher by 12% 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 From July we observe decrease of radio expenditures. Further decrease is possible, as Polish economy slows down. Source: Kantar Media
  • 2010 2011 Jan - August 2012 RMF FM RMF FM RMF FM ZET ZET PR 3 PR 3 ZET 27% 32% 30% 47% PR 1 43% PR 1 43% Others Others PR 3 21% PR 1 17% 19% 2% 3% 3% 5% 3% 5%Strong 2012 for RMF FM with its SoS on the level of30%, whereas main competitor radio Zet notes 19%. Source: Kantar Media
  • Jan - August 2012 2010 GRUPA RMF 2011 GRUPA RMF 2% GRUPA RMF 2% EUROZET 2% EUROZET 11% EUROZET 12% GRUPA RADIOWA 12% GRUPA RADIOWA 36%8% 33% TIME TIME 12% GRUPA RADIOWA 10% 39% TIME POLSKIE RADIO POLSKIE RADIO AGORA S.A. 17% 3% 17% AGORA S.A. AGORA S.A. 22% Others 25% 20% Others OthersFor the last years RMF FM and Zet have been the biggest radiostations on Polish market. Source: Kantar Media
  • Daily reach IH 2012 Time of listening IH 2012 229 4 . mln people hours 22minutes each daySource: Radio Track, Millward Brown SMG/KRC. Total Radio
  • Daily time of listening1H 2012 The number of listening station 1H 2012 27.1% 52.5% 20.6% 18.0% 29.7% 12.5% 9.4% 17.8% 7.0% 5.4% less 1-2 2-3 3-4 4-5 5-6 6 1 station 2 stations 3 stations and then hours hours hours hours hours hours more an and hour moreSource: Radio Track, Millward Brown SMG/KRC, IH 2012; Total radio.
  • Share of listening time 1H 2011 29% 28.4% 27% 26.9% 1H 2012 19% 17.9% 10.9% 11% 5.0% 4% Grupa RMF Polskie Radio Eurozet Time AgoraSource: Radio Track, Millward Brown SMG/KRC
  • Share of daily listening 1H 2011 10.6 10.3 1H 2012 8.6 8.3 7.6 7.2 4.6 4.7 2.0 2.0 Grupa RMF Polskie Radio Eurozet Time AgoraSource: Radio Track, Millward Brown SMG/KRC
  • Top 20 websites according to number of users:In 2011 Google, YT and ONET are the winners in terms of number of users. Source: MegapanelPBI/Gemius, December 2010- December 2011
  • Thematic category: Social Media Thematic category: Culture (Top 5 portals according to reach) and entertainment (Top 5 portals according to reach) In the 4th quarter of 2011 Nasza Klasa lost its YT is the winner of 2011 in terms of reach leading position in Social Media. growth.Source: MegapanelPBI/Gemius, December 2010- December 2011
  • MAIN TYPES OF ONLINE ADVERTISING DISLPAY AD FORMATS50% 7% 4% 2010 201145% 44% 2% 4% 28% 41% 4%40% 3% 8%35% 33% 30% 7%30% 20% 13%25%20% 17% 17%15% double billboard rectangle billboard10% 7% 7% skyscraper box toplayer5% 2% 2%0% triple billboard banner wideboard display SEM ogłoszenia e-mail inne halfpage other
  • Real-time bidding (RTB) is a new method of selling and buying online display advertising in real time one ad Buyers are able to acquire impressions they want impression at a time.at a price that matches their goals and objectives. For buyers, RTB offers the possibility of buyingonly the impressions they need at a price they arewilling to pay. RTB involves a real time auction for each adimpression in which buyers and sellers come to anagreement on the value of each ad impression andconcluding the transaction. Each ad impression is unique - the time ofday, the place or website, the audience, thepropensity of that audience to make a purchasingtransaction at that particular time and place andgiven their transaction history. Auctions take place at a blink of an eye. A typicalexchange imposes one tenth of a second for thebids to return. Source: "The arrival of Real-Time Bidding" by Google.
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  • 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