6. jorgen madsen   extending the media house
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6. jorgen madsen   extending the media house 6. jorgen madsen extending the media house Presentation Transcript

  • CHAPTER NAME
  • JørgenMadsenEVP of NordicBroadcastingBorn 1966Joined MTG in 1994What I love: High ratings / challenging thestatus quoWhat I hate: Losing market share / wastedtalentQuote: “Ready on the Day.”1.
  • Established footprint Free-TV Norway TV Households (2011): 2,137,000 Viewing time/day (2011): 166 min TV Ad Market Size (2011): SEK 3.8 billion Free-TV Sweden TV Households (2011): 4,731,440 Viewing time/day (2011): 162 TV Ad Market Size (2011): SEK 5.7 billion Free-TV DenmarkTV Households (2011): 2,502,000Viewing time/day (2011): 198TV Ad Market Size (2011): SEK 3.0 billion 3
  • Best in class growth & margin’000 SEK4,600,000 30%4,400,000 28%4,200,0004,000,000 25.90% 26%3,800,000 24.50% 24%3,600,0003,400,000 21.90% 22%3,200,000 21.20%3,000,000 20% 2008 2009 2010 2011 Tot Revenue Margin4
  • Revenue breakdown 20% 45% 35%5
  • Stable macro backdrop GDP Growth (indexed)19018017016015014013012011010090 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 6 * * Europe 27 incl. Russia
  • But massive change in TV landscape Scandinavian TV landscape (2011) IPTV 9% DTT 19%Scandinavian TV landscape (2005) Norway – 1 Dec 2009 Denmark – Cable 1 Nov 2009 Satellite Sweden – 52%Cable 55% 19% 1 Feb 2008 Satellite 19% DTT 7% Analogue Terrestrial 20% 7
  • Which has contributed tofragmentation 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 SWEDEN DENMARK NORWAY Competing for 162 Competing for 198 Competing for 166viewing minutes per day viewing minutes per day viewing minutes per day 8
  • But also increased overall TVviewingAverage Viewing Time per Day (minutes) + 50 minutes200190180170 + 21 minutes + 5 minutes160150140130 2007 20119
  • But there is still some way to goAverage Viewing Time per Day (minutes)30028026024022020018016014012010010
  • The explosion in online viewingis creating additional reachViewing platform in Sweden Viewing by Device in Sweden Age 15-74 7% 1% 50% +16% 45% 40% 35% 92% 30% 25% Age 15-24 +77% 1% 20% 16% 15% +54% 10% +278% 5% 83% 0% Computer Mobile Phone TV-screen Tablet Screen Traditional TV Web-TV Mobile-TV Q1 2011 Q1 201211
  • And the camp fire is still burningPeople watching TV in Sweden (thousands, 2011) TRPs Generated in Sweden (2011)4,0003,5003,0002,500 32%2,000 68%1,5001,000 Prime Time Daytime 500 012
  • And the demand is clearly stillthereMarket Sold Out Ratios in prime time Market cost per thousand (indexed)100% 120 11095% 10090% 9085% 8080% 7075% 60 2008 2009 2010 2011 2008 2009 2010 201113
  • And driving overall TV ad marketgrowth160150140130120110100 90 80 2004 2005 2006 2007 2008 2009 2010 201114
  • And TV’s share of the advertisingpie Sweden Denmark Norway 20.0% 17.2% 19.5%2008 22.1% 19.2% 20.9%201115
  • But there remains some way togo Sweden Denmark Norway 22.1% 19.2% 20.9% US UK Europe 40.2% 30.1% 31.7%16
  • With a diverse & stable clientbaseTop 5 Segments Annual Commitments International Clients 1. Mobile operators Annual 25% International 30% 2. Retail 3. Food 70% Ad Hoc 75% Domestic 4. Beverages 5. Pharmaceuticals Sweden Denmark NorwayTop 5 Clients Top 5 Clients Top 5 Clients 1. FMCG 1. Telco 1. FMCG 2. FMCG 2. FMCG 2. FMCG 3. FMCG 3. FMCG 3. FMCG 4. Leisure 4. Telco 4. Leisure 5. Telco 5. FMCG 5. Telco Media Agency Media Agency Media Agency 93% Direct Buy 93% Direct Buy 90% Direct Buy17
  • That we are working with innew ways Client Segmentation High Win/Lose Win/Win Advertiser ROI Lose/Lose Lose/Win Low High Broadcaster ROI18
  • And Seize The Online Opportunity Number of Started Streams Top 5 shows by web audience* 2012 140,000 20,000,000 1. 18,000,000 130,000 16,000,000 2. 14,000,000 120,000 12,000,000 3. 5. 4. 10,000,000 110,000 8,000,000 100,000 6,000,000 4,000,000 90,000 2,000,000 0 80,000 Week 1-20 2011 Week 1-20 2012 Sweden Norway DenmarkLaunched: 2009 2009 2009 2010 2010 2012 19 * MMS Web audience: Publ. date + 7 days
  • By offering web exclusive showsStarted streams per episode by web audience*70,00060,00050,00040,00030,00020,00010,000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 2020 * MMS Web audience: Publ. date + 7 days
  • And providing tailor-madesolutions +Branded player Editorial integrationCampaign click rate: 6% Average click rate: 2% Editorial integration sold per second • Customer sales up 70% • And now a recurring customer with TV3Play Sweden21
  • With growing online salesOnline ad sales growth (index) 250 200 150 100 50 0 2010 2011 201222
  • And also creating competitionin existing market segments Regional share of total advertising Total regional advertising (NOK / DKK / SEK billion) 15 Print, 63% Direct advertising, 14% 10 SEK 14 bn 5 Internet, 14% 0 Radio, 4% TV, 5% 40% 60% 50% Regional TV advertising • Number of regional TV3 Sweden broadcast zones increased from 6 to 19 on February 27th 2012 MTG, 7% • Bundled TV, Radio & Internet Ad sales package with TV4, 87% dedicated sales force of 120 people as of March 2012 SEK 700 mn • Local Ad prices as much as 2.13x national prices Other, 6%23
  • And offering a unique reach24
  • And developing non-advertisingrevenue streams Revenue mix (2011) Carriage deals 20% Advertising Mini-pay25
  • But, ultimately, it is all aboutratingsCSOV 15-49 Perceived penetration (not actual)70 88% 86%60 2008 201150 88% 86%4030 2008 201120 66% 39%10 2008 2011 0 2004 2005 2006 2007 2008 2009 2010 2011 47% 0%26 2008 2011
  • And the media house is growingChannel Profiles Average Weekly Reach 80%Old & Male Old & Female 70% 60% 50% 40% 30% 20% 10%Young & Male Young & Female 0% Bonnier MTG SBS 2003 2011 27
  • What we’re doing in Sweden• Recruited better people & brought in external experts• Extended planning horizon• Improved overall scouting, commissioning & scheduling• Enhanced piloting & feedback• Focused schedules on local & live entertainment programming• Broadened & deepened schedules with proven local & international formats• Reduced risk profile by focusing away from “big bet” new OPs28
  • But, ultimately, it is all aboutratingsCSOV 15-49 Perceived penetration (not actual) 70 65% 66% 60 50 2008 2011 40 63% 60% 30 2008 2011 20 45% 10 0% 2008 2011 0 2004 2005 2006 2007 2008 2009 2010 201129
  • And the media house is growingChannel Profiles Average Weekly Reach 100%Old & Male Old & Female 90% 80% 70% 60% 50% 40% 30% 20% 10%Young & Male Young & Female 0% TV2 MTG SBS Gruppen 2003 2011 30
  • What we’re doing in Denmark• More of the same• Not about challenging TV2 but maintaining distance from SBS• Extended planning horizon• Improved overall scouting, commissioning & scheduling• Enhanced piloting & feedback• Focused schedules on local & live entertainment programming• Broadened & deepened schedules with proven local & international formats31
  • But, ultimately, it is all aboutratingsCSOV 15-49 Perceived penetration (not actual) 70 92% 85% 60 50 2008 2011 40 75% 30 62% 20 2008 2011 10 0 2004 2005 2006 2007 2008 2009 2010 201132
  • And the media house is growingChannel Profiles Average Weekly Reach 90%Old & Male Old & Female 80% 70% 60% 50% 40% 30% 20% 10%Young & Male Young & Female 0% TV2 MTG SBS Gruppen 2003 2011 33
  • What we’re doing in Norway• Made management changes• Extended planning horizon• Improved overall scouting, commissioning & scheduling• Enhanced piloting & feedback• Focused schedules on local & live entertainment programming• Broadened & deepened schedules with proven local & international formats• Reduced risk profile by focusing away from “big bet” new OPs• Continue to seek opportunity to expand differentiated channel offering34
  • 35 SHOWREEL
  • Summary 150 140 • GDP growth + Total ad market growth + TV ad market growth 130 • + audience share gains 120 • + channel launches 110 • +penetration gains • + AVOD 100 • + mini-pay 90 • = long term sustained market 80 outperformance 2008 2009 2010 2011 2012 2013 2014 2015150 150140 140130 130120 120110 110100 100 90 90 80 80 2008 2009 2010 2011 2012 2013 2014 2015 2008 2009 2010 2011 2012 2013 2014 2015 36D GDP Growth Total Ad Market Growth TV Ad Market Growth
  • 37CHAPTER NAME