ZileleBiz 2010: OMD / Tomas Filla

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ZileleBiz 2010: OMD / Tomas Filla

  1. 1. TV MARKET in CEE region 18th November 2010 Bucurest EE CZ PL LA LI CR BiH BG HU RO SK SR SL MN
  2. 2. EE CZ PLN LA LI CR BiH BL HU RO SK SR SL MN Key media houses in CEE
  3. 3.  No1 position in Czech Republic, Slovakia, Slovenia, Croatia, Romania and Bulgaria  4 /2010 –sold its operations in Ukraine CZ SK CR RO SL BG CME
  4. 4.  strong position in Czech republic, Baltics and Bulgaria No1 position in Latvia and Lithuania Content cooperation with TV JOJ (SK) MTG EE LA LI CZ HU SL BL
  5. 5.  No 1 position in Hungary Strong position in Croatia  operates mainly in Western Europe HU CR RTL
  6. 6. EE CZ PLN LA LI CR BiH BL HU RO SK SR SL MN Key CEE countries overview
  7. 7.  Main channels: TVP, Polsat, TVN (more than 65% of the market)  Over 80 TV channels in polish  GRP packages / CPP guarantee  Ratecard – in case of high sold out ratio POLAND
  8. 8.  More players with high market share – PRO TV, Antena 1, Realitatea TV, TVR1, KanalD, Antena 3  Highest share of media investements into TV - 65% CPP guarantees on Full Year volume ROMANIA
  9. 9.  Main channels: RTL Klub a TV2 (ProSiebenSat) – 40%  Other channels 60% - CPP guarantees Exception: RTL - SAP – „Station Average Price“ (price is calculated according to actual supply and demand) HUNGARY
  10. 10.  Duopoly situation Main channels: Prima TV (MTG) a TV Nova (CME) – 50 %  Full year CPP deals  Non monitored channels - „Price per spot“ CZECH REPUBLIC
  11. 11. Media parameters EE CZ PLN LA LI CR BiH BL HU RO SK SR SL MN
  12. 12. Sources:AGB Nielsen, ATO Mediaresearch, TNS PMT, AGB Arianna, TNS Emor, AGB NMR AVERAGE TIME SPENT (min. per day)
  13. 13.  Peoplemeter research – available in most of CEE markets  Electronic measurment of audience – panel of housholds, which mirror social and demographic structure of inhabitants  Providers - Kantar Media, Gfk, AGB Nielsen, Mediaresearch MONITORING
  14. 14. 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 Jan/04 Mar/04 May/04 Jul/04 Sep/04 Nov/04 Jan/05 Mar/05 May/05 Jul/05 Sep/05 Nov/05 Jan/06 Mar/06 May/06 Jul/06 Sep/06 Nov/06 Jan/07 Mar/07 May/07 Jul/07 Sep/07 Nov/07 Jan/08 Mar/08 May/08 Jul/08 Sep/08 Nov/08 Jan/09 Mar/09 May/09 Jul/09 Sep/09 Nov/09 Jan/10 Mar/10 May/10 Jul/10 ČT1 ČT2 NOVA Prima TVP1 TVP2 Polsat TVN TV2 RTL KLUB Source: Mediaresearch ATO, AGB, AGB Nielsen AVERAGE RATINGS
  15. 15. 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 %sellout months Poland Hungary Czech Republic Slovakia 2009 2010 PL: TVP1 a TVP2 – 160 minutes – day limit; Polsat i TVN – 216 minutes day limit CZ: Nova+ Prima- 288 minutes day limit HU: public station: 144 minutes day limit, commercial station: 288 minutes day limit SK: TV Markiza + TV JOJ 288 minutes day limit; STV 144 minutes day limit Source: Mediaresearch ATO, AGB, AGB Nielsen SOLD OUT RATIO
  16. 16. SALES POLICY EE CZ PLN LA LI CR BiH BL HU RO SK SR SL MN
  17. 17.  Guaranteed yearly CPP / volume – majority of CEE markets  SAP in Hungary  RBS – MTG  Discounts for early signed commitments/ guarantees  Discount incentives during the year – low season  Advantageous conditions for investments into other media channels within one supllier  Greater opportunities in sponsorship and product placement SALES POLICY PRINCIPLES
  18. 18.  Growing sold out ratio of main/key TV chanells  Niche chanells are gaining their  New small thematic chanells entering markets  Low investements into content  Duopoly situation on many CEE markets  Untransparent sales policy CONCLUSION

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