Estonian media market overview 2011 March


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Estonian media market overview 2011 March

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Estonian media market overview 2011 March

  1. 1. Media House / Meediauudised04 Media HouseYear2011 Media market overview Estonian media market 2010 > 1 TV – news > 7 Baltic media market 2010 > 2 Print – top, news, forecasts > 8 TV – time spent watching TV> 3 Internet – top, trends > 10 TV – channels’ share, trends > 4 M-advertising, radio – top, trends > 11 Print – top, news > 6Estonian media advertising market fell nearly 7%According to TNS Emor Advertising Expenditure survey Estonian media advertising market netturnover reached in 2010 to 66 million euros (70,9 million euros in 2009). Annual as a wholeturnover fell -7%.The year was characterized from quarter to quarter moving trend towards positive change - if inthe first quarter the market decline still was about -19% and in the second quarter about -8%,then the third quarter was equal to the same period 2009 and the forth quater was nearly tonumbers of the forth quater 2009. Estonian media advertising market (net) in 2010, EUR 140 114,6 111,12 120 Turnover, Million EUR 100 86,6 80 73,18 70,9 66,05 60 40 20 0 2005 2006 2007 2008 2009 2010From media types in the low-growth trend overall was the internet (about 7%), television andoutdoor advertising (both about 1%), radio moved in the whole market with a small downturn atthe same rate (about -7%). Continually in significant decrease was print, although the magazines`turnover was about -14% lower, newspapers` even -20% Newspaper Magazine TV Radio Outdoor Internet 2010 29% 6% 32% 10% 9% 15% 2009 33% 7% 29% 10% 8% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1
  2. 2. Media House / Meediauudised Baltic media advertising marketBaltic media advertising market decreased by 7% with15,8 million euros Baltic media advertising market net turnover reached in 2010 to 225,3 million euros. It is 7% less than year earlier. The turnover of Latvian and Estonian markets was almost the same, but Latvian media advertising market had the the biggest drop -13% among Baltic countries in 2010. Lithuanian market fell 2%, Estonian – 7%. Baltic media advertising market (net) in 2010, EUR 100 94Turnover, Million EUR 80 -2% 65,3 66 60 40 -13% -7% 20 0 Lithuania Latvia Estonia From media types television has traditionally the biggest share in all three countries. Compared to Latvia and Lithuania share of printmedia in Estonia remains leading position among other media types. Internet is the only one media channel, which share was growing in all three countries. In Lithuania it increased by 25%, in Latvia by 2%, in Estonia by 7%. Newspapers Magazines TV Radio Outdoor Internet Cinema Baltic 19% 9% 42% 10% 9% 11% Estonia 29% 6% 32% 10% 9% 15% Latvia 11% 9% 45% 12% 10% 13% Lithuania 18% 10% 47% 8% 8% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2
  3. 3. Media House / Meediauudised TV TV watching time + According to TNS Emor TV Audience Meter survey 2010 Estonians watched TV on average 3 hours and 39 minutes per day and non-Estonians 4 hours 30 minutes. In 2009 Estonians spent 3 hours 38 minutes and non-Estonians 4 hours 26 minutes watching TV. The average TV watching time in February 2011 was 4 hours 14 minutes for Estonians and 5 hours 3 minutes for non-Estonians correspondingly. Channel reach Reach by channel (%), February 201180 74 71 7070 6460 51 4950 38 3940 36 35 34 32 30 2930 25 24 22 19 1920 15 11 11 9 10 11 1010 3 4 2 30 Monthly Reach Daily Reach The reach of niche channels (Fox Life, Fox Crime, National Geographics, Kanal11, TV6, ETV2 ) increased significantly compared to February 2010. National Geographics showed the biggest growth – from 17,4% to 22,3% monthly reach in February 2011. Fox Life, TV6, Fox Crime, Kanal11, ETV2 followed. Monthly indicators of other channels decreased. There are no changes in TOP3. ETV confirms his leading position with montlhy average reach 74%, followed by Kanal2 with 70,9% and TV3 with 69,8%. 3
  4. 4. Media House / Meediauudised TV TV watching time (split by channels) ETV2 3% The shares of major TV channels by time ETV spent watching TV in February 2011 were RTR 19% Other channels 24% the following: 4% • ETV: 18,6% Kanal 2 • Kanal2: 15,1 % NTV Mir 15% 4% • PBK: 11,0% 3+ TV3 10% PBK • TV3: 10,5% 3% 11% TV 6 • NTV Mir: 4,1% 2% Kanal 11 2% Ren TV Estonia 3% Share of viewing of major channels is decreasing last years. As seen from the graphic below year 2010 was quite uncertain, but Kanal2 managed to keep his leading position among commercial channels. There is a new channel – NTV Mir (instead of 3+) in TOP5. The most popular programmes during the period January-February 2011 were traditionally for every February – the reception of the President at 93th anniversary of the Republic of Estonia (32% cover A4+) and Defence Force Parade (25% cover A4+). Worl cup skiing competition in Otepää is on the third place with 20% cover in TG A4+. Major channels share of viewing % 25 20 ETVShare of viewing % Kanal 2 15 TV3 10 PBK NTV Mir 5 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb 2009 2010 2011 4
  5. 5. Media House / Meediauudised TV Fill of advertising units on major channels The demand for advertising time on TV is still high. The amount of time sold on major commercial channels continues to be on the edge with the amount of time allowed to be sold legally. Thus ―last minute‖ decisions to buy advertising seconds make the task of media planner quite complicated due to probable unavailability of desired advertising spots. Maximum amount of sold advertising time Permitted advertising time (excluding channels media own advertising):• 15% of the broadcasting time of the day• maximum 12 minutes per hour The fill of advertising units in the main commercial channels in the first months of 2011 was higher compared to the same period in 2010. Increase in the fill of units was caused by parliamentary elections and political ads. 5
  6. 6. Media House / Meediauudised TVFill of advertising units (2.)The following table shows the amount of advertising time sold by dayparts . The basis of thecalculation is the rule that only 12 minutes of advertising by daypart is legally permitted.**NB! Since another rule is that in total 15% of daily airtime may be sold for advertising, 12 minutes per houris not available in all dayparts during 24h. Therefore in the table the 12 minute rule is applied for time period4 PM – 1 AM; for daytime zone (6AM – 4PM) 10,8 minutes per hour have been used. According to the abovecalculation, there should be no advertising during night-time zone (1-6AM) but since there actually is someadvertising on air at night, the real fill% in some of the table-slots is even higher. 6
  7. 7. Media House / Meediauudised TV Trends: digi-TV eraOn July 1st, 2010 the analog broadcasting in Estonia was switched off and replaced with Digital TV.Digital Television is a modern method of transmitting TV signals based on the newest digital signalprocessing technology. Unlike analog TV, where a constant video and audio signal are transmitted,in DTV all signals from the TV studio to the viewer are sent in a digitally encoded form. Thus DTVis much more flexible and has numerous important advantages compared to conventional analogtelevision: •Quality transmission of image and sound – a significantly clearer picture for the lack of static and the characteristic ―shadows‖ and disruptions of analog TV. •The opportunity to use different qualities of images and screen formats, such as wide screen format, 16:9. •Large savings on bandwidth — it is possible to transmit 4–5 different TV shows simultaneously in one analog TV channel, plus much more additional information and services such as EPG (Electronic Programme Guide), superteletext, e-commerce, Internet and e-mail, multimedia applications, radio, etc.) •Mobile reception of programs is possible as well (from moving vehicles).According to the recommendation of the EC Digital TV should replace analog broadcasting in thewhole EU by the end of 2012 latest. 7
  8. 8. Media House / Meediauudised Print Top print media channelsAccording to TNS Emor National Readership survey the cover of major print channels in the forthquarter 2010 did not change significantly compared to the third quarter 2010. ―Postimees‖remains the most popular newspaper (18% cover) during the whole year. ―Õhtuleht‖ has notchanged his position in 2010 as well.The leader by popularity among magazines is ―Kodu&Aed‖ (7% cover). There is a new magazinein TOP 10 – ―Anne&Stiil‖ (4% cover). Previous quater it was on 15th place (3% cover). Newspapers TOP 10 Q4 2010 Magazines TOP 10 Q4 2010 Average cover by issues (%) Average cover by issues (%) TG: 15-74 TG: 15-74 POSTIMEES 18 KODU&AED 7 ÕHTULEHT 15 METSALEHT (MAALEHT) 6 ARTER (POSTIMEES) 11 EESTI NAINE 6 MAALEHT 10 PERE JA KODU 6 EESTI EKSPRESS 9 KODUKIRI 6 EESTI PÄEVALEHT 9 TEHNIKAMAAILM 5 KROONIKA 8 NAISTELEHE NIPIRAAMAT 5 STOLITSA 7 KODUTOHTER 5TARGU TALITA (MAALEHT) 7 ANNE&STIIL 4 NAISTELEHT 7 COSMOPOLITAN 4 8
  9. 9. Media House / Meediauudised PrintNews: What does the future hold for print media?Glossy magazines and top selling newspapers know thepower of visual stimulation. A picture tells a thousandwords. A great front page image can make or break printmedia sales. But is the future of print media digital?New printing techniques revolutionized the industry andgave birth to full page color images in print media, digitalcontent will change the way we read and consume printmedia in the future.Digital media will put elements that enrich the readingexperience - like rich colour photos that can be enlarged,video, sound, animations and 3D images - at the fingertipsof every reader.Static print will evolve into a customisable visual experiencethat can be shared, retweeted and bookmarked - a totallyinvolved media experience.New hand-held portable devices, such as Apples iPad willput digital media in the hands of avid magazine readersand help them make the switch from print to digital mediaconsumption.Data sourced from print-media-should-be-excited-about-their-digital-future-1902372.html 9
  10. 10. Media House / Meediauudised Internet Top webpages* Top 10 internet sites, February 2011 Average daily reach (%) TG: 6-74The usage of top webpages is decreasing.Exactly one year ago was on the top 27with daily average reach 31,9%, in January2011 reached 27,3% and February Windows Live 232011 showed only 27,0% of daily average 20reach. 20Comparing to February 2010 main players Windows Live Messenger 17have not changed. There is only one new 11portal – (instead of in 10TOP 10. Windows Live Hotmail 7 7 6 Internet facts 2010: • Internet use 76% or approximately 787 000 persons aged 15-74 • Internet bank use 69% or 718 000 persons aged 15-74 (compared to 46% in 2006) • Every third person aged 15-74 uses social media every day • Nowadays the most popular social media is Facebook - 369 860 users in Estonia • 45% or 461 000 Estonians aged 15-74 made online purchases (compared to 10% in 2006) • Every fifth person aged 15-74 makes purchases online at least once a month • Before purchasing 57% or 593 000 Estonians aged 15-74 visited store’s website • Estonians buy tickets (cinema, conserts), clothes, mobile phones, TV, radio, cameras, home appliances, travel and finance related services *TNS Metrix 02.2010, 02.2011 Survey, does not include google. Password 2011 materials 10
  11. 11. Media House / Meediauudised M-marketing, Radio Top radio stations Top 10 commercial radio channels Q4 2010 Average daily reach (%) TG: 15-74According to TNS Emor Radio Diarysurvey, daily average time spent Sky Plus 14listening to the radio during the last Raadio Elmar 13three months was 4 hours 18 minutes Russkoje Radio 9which is 15 minutes less than in thethird quarter 2010. Star FM 7 Raadio Kuku/Tartu Kuku 6The most popular commercial radiostation is Sky Plus with 14,1% daily Sky Raadio 6reach. Radio Elmar follows with Narodnoje Radio/100FM 512,6%. The 3rd is Russkoje Radio Raadio 3 4targeting Russian speaking audiencein Estonia with daily reach of 9,2%. Raadio Uuno 4 Power Hit Radio 4Trends in m-marketing: Shoppers using phones tomake buying decisions Mobile phones are increasingly changing the way people shop, according to ForeSee Results, which conducted a study of nearly 10,000 visitors to the biggest e-commerce sites in the U.S. It found that a total of 11 percent of Web shoppers reported having made a purchase from their phones, compared to only 2 percent a year ago. Users are also tapping into their phones to comparison shop. For instance, 56 percent used them to check prices, and 27 percent used them to read product reviews. While in physical stores, more than two-thirds of mobile shoppers used their phones to visit the store’s own Web site, and nearly half visited a competitor’s site. Shoppers who were highly satisfied with a retailers mobile experience were 30% more likely to buy from that retailer both online and offline.Data sourced from ForeSee Results, 11
  12. 12. Media House / Meediauudised Sources: TNS EMOR ( Advertising Expenditure survey AdEx TV Audience Meter survey National Readership survey Gallup e-ratings Radio Diary survey Media channels promo materials ForeSee Results materials SocialBarkers materials Password 2011 materials Käesolev materjal on OÜ Media House intellektuaalne omand ja ei kuulu avalikustamisele kolmandatele isikutele ilma OÜ Media House kirjaliku loata. The given material is intellectual property of Media House, and can not be disclosed to third parties without written permission. 12