Media in CEE: New Opportunity and New Challenge - Dr. Petra Golja, Dr. Rudolf Bretschneider, GfK Austria

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  • 1. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 1 GfK. Growth from Knowledge Media in CEE: New Opportunity and New Challenge Researcher's Perspective Dr. Petra Golja, Dr. Rudolf Bretschneider, GfK Austria
  • 2. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Our Business Cards 2 Dr. Petra Golja Dr. Rudolf Bretschneider   Head of Media Research at GfK Austria   Consultant of GfK Austria (since 2008)   CEE Media Team Coordinator   Managing Director of GfK Austria   Member of Media Competence Center from 1971 till 2007 in GfK group international   Foundation of 19 CEE GfK Companies   Graduate at University Vienna   Graduate at University Vienna   All print currency systems in Austria   Lector at University of Vienna   Lector at different relevant Institutions   Author of relevant articles, books etc.
  • 3. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 THE agenda 3 1 GfK and CEE 2 Basic Market Facts in general 3 Media market in CEE 4 Position of Newspapers for Top News in CEE 5 Conclusion
  • 4. 1 GfK and CEE A complete full service market research network
  • 5. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Question to you: Which of these CEE countries … ? 5
  • 6. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 What Is CEE: In GfK Terminology CEE Is The Whole Post-Soviet Territory (inc Austria – the regional hub) 6 CEE in a nutshell: At the moment 19 countries (inc Russia, Ukraine, Poland, Romania, ex-Czechoslovakia or ex-Yugoslavia) 332 million inhabitants, extremely high market dynamics (GDP growth in some countries above 10%!)
  • 7. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 The History of GfK CEE Market Leadership 7 Austria 1950 Ukraine 1998 Hungary 1989 Croatia 1999 Poland 1990 Slovenia 2001 Slovakia 1990 EST RUS Serbia 2002 LT Czechia 1991 LV Bosnia 2004 BY Russia 1991 PL KAZ Kazakhstan 2005 CZ UA Bulgaria 1994 SK Baltic States 2006 A H Romania 1996 SLO HR RO Macedonia 2007 BiH SCG BG Albania 2008 MK AL 1.800 GfK employees in 19 countries with 332 Mio people
  • 8. 2 Central and Eastern Europe: Basic Market Facts
  • 9. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 The Very First Characteristic of CEE: Speed of Change 9
  • 10. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Justice and retribution is among top10 personal values only in CEE 10 W-EU CEE CZ HU PL RU 1 1 Protecting the family Protecting the Protecting the Protecting the Protecting the Protecting the 0 family family family family family 2 Honesty Material security Justice Material security Material security Health and fitness Stable personal Stable personal Stable personal 3 Having fun Justice Material security relationships relationships relationships Stable personal 4 Freedom Friendship Friendship Retribution Friendship relationships Stable personal 5 Self-reliance Justice Self-reliance Honesty Friendship relationships 6 Authenticity Self-reliance Health and fitness Authenticity Duty Justice Personal 7 Friendship Fulfilling work Material security Friendship Retribution support 8 Material security Health and fitness Retribution Spirituality Honesty Fulfilling work 9 Self-esteem Duty Self-esteem Self-esteem Public image Self-reliance 10 Enjoying life Personal support Duty Justice Freedom Social stability Source: GfK Roper report RRW 2007 QC1, QC2
  • 11. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Protecting the family is the fundamental personal value for all consumers; however material security is very important across CEE countries. 11 1 Global W-EU CCE CZ HU PL RU 1 Protecting the family 1 1 1 1 1 1 1 Honesty 2 2 13 12 5 8 15 Stable personal relationships 3 3 3 3 15 5 4 Friendship 4 7 4 4 7 4 5 Self-reliance 5 5 6 5 12 11 9 Authenticity 6 6 12 11 6 13 12 Duty 7 12 9 10 21 6 11 Self-esteem 8 9 11 9 9 12 13 Freedom 9 4 19 16 16 10 24 Material security 10 8 2 7 2 2 3 •  In Hungary and Poland, material security is the second most important among personal values, and this is in line with the fact that there is the lowest future economic confidence in these 2 countries. •  Self reliance and authenticity is generally less important for the CEE countries. •  Freedom is less important value in the CEE region compared to either the global or to the Western-European consumers, while in Russia it is far less important than in other CEE countries. Source: GfK Roper report
  • 12. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 CEE Consumers Are Open to Other Cultures – They Feel Quite Close to Both US and European Cultures. Good News for Foreign/International Brands (=Your Advertisers) ... 12 Percentage of Consumers who feel close to own national culture and distant to any other Source: GfK Roper Reports Worldwide 2007
  • 13. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Has the EU Inspired a Slight Increase in Affinity to European Culture In The New Entrants? 13 Change: 2003-2007 Czech Republic +6pts, Spain +4, France +4, Germany +3, Poland +2 UK -7pts, Italy -4 % Western European who feel very/ % Central Europeans who feel very/ somewhat close to European culture somewhat close to European culture Source: GfK Roper report
  • 14. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Lifestyle and Leisure: In Some Cases, Consumers Are Getting Deeper Into Work, Leisure Activities, Purchasing 14 Relationship with work is changing – fulfillment through work, working hard and longer working hours Hungarians TALK about work, Polish people DO work In the Czech Republic, balance between work and private life Working on a paid job Being with spouse Being with kids 37,1 hours a week in WE 40,5 hours a week in WE 24,8 hours a week in WE 41,5 hours a week in CEE 27,1 hours a week in CEE 19,6 hours a week in CEE Source: GfK Roper report
  • 15. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 CEE Has Generally ‘Smaller’ Social Network Compared To The Rest Of The World. 15 Total Average Size of Social Network W-EU Global CEE Source: GfK Roper report
  • 16. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Heterogenity of CEE Is Well Documented by Differences in Brands Perception. This Has Clear Impact on Pricing and Communication Strategies and Tactics 16 Source: GfK Roper Reports Worldwide 2007
  • 17. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 In CEE Permanent Avoidance Of Advertisements Is Greater Than In W-EU 17 Source: GfK Roper report RRW07 Core, QI8
  • 18. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Total Population: Estimation and Projection 18 Migration, lower birth rate and higher levels of life expectancy lead to shrinking population Bulgaria 120 Croatia 110 Czech Republic Population size index Hungary 100 Poland 90 Romania Russia 80 Serbia and Montenegro 70 Slovakia 100 = population in 2000 60 Slovenia 2000 2010 2020 2030 Ukraine Source: UN Population Division/OECD
  • 19. 3 Media in Central and Eastern Europe
  • 20. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Money makes the world go round and advertising expenditures the media. 20 Advertising expenditures TV Radio Newspaper Magazines Internet
  • 21. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 TV dominates the advertising budgets, but Print wakes up. Market shares of advertising expenditures 2007 per 4 traditional media groups 2007, in percentage Mio € 21 2.397 105 20.900 124 1.791 689 139 306 438 4.455 740 6.249 173 730 283 477 445 Sources: GfK desk research 2008
  • 22. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Advertising expenditures per head indicate level of economy well Expenditures 2007 in € include: Print, TV, Radio, Outdoor, Online and Cinema 22 in Mio € 2.462 449 1.923 748 4.546 114 749 325 134 6.427 144 287 477 175 486 744 Sources: GfK desk research 2008
  • 23. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Online advertising expenditures passed even some traditional media Market share of online advertising in percentage from total advertising spendings, 2007 23 in Mio € 9,5 56,0 125,0 8,4 18,6 4,6 65,0 164,0 10,0 8,3 8,8 2,0 Sources: GfK desk research 2008
  • 24. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 TV usage vary between countries quite a lot 2007/2008 24 Sources: Desk research GfK companies 2008, * not available
  • 25. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Daily reach of largest TV-Channel 2007 in percentage 25 in Index 1) 97 78 78 76 73 69 64 61 42 28 27 Source: Desk Research by GfK companies, *=2008, 1) Index: Relation between daily reach in total and reach of largest TV-channel
  • 26. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Increasing offer of TV-channels corresponds only particularly with TV-usage Cable- and Satellite coverage 2007, in percentage 26 in percentage Source: ASTRA Satellite Monitor: Year End 2007; except Estonia / Latvia / Lithuania: Mid Year 2007; Russia: Year End 2006
  • 27. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Radio: Intensive usage, little share in advertising spending as everywhere 27 Source: Desk Research by GfK companies; except: 1) Source: mediaedge:cia - Marketing and Media Pocket Book 2006, *=2008
  • 28. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Daily reach of largest Radio Channel 2007/2008 in percentage 28 Source: Desk Research by GfK companies, *=2008
  • 29. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 90 71 80 81 Internet-User Internet-Nutzer in Europa 2008 Europe 69 29 59 Adult population Erwachsene in 58 80 22 percent Prozent 59 69 USA: 69 16 81 41 65 66 71 49 15 50 60 77 67 42 10 66 39 32 48 31 32 34 46 32 44 32 16 21 46 36 (urban) Desk research GfK Austria, Austria, Juli 2008 July 2008 Malta 24
  • 30. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Internet at home follows PC at a different speed Penetration of PC and Internet-Access at home 2008 (2007), in percentage 30 Source: GfK groups, Omnibus 2007/2008
  • 31. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Mobile Phone: Booming Market per excellence Penetration of Mobile phones 2004 – 2007/2008, in percentage 31 Source: Omnibus and desk research by GfK companies
  • 32. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Where is the paradise for publishers? In Austria, Estonia and Latvia. Advertising Expenditures: Market Shares Print 2007, in percentage 32 1) Dailies includes quot;other printquot; = print total
  • 33. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Newspaper markets vary enormously between CEE countries Daily reach of newspapers 2007/2008, in percentage 33 Source: Desk Research by GfK companies; except: 1) Source: mediaedge:cia - Marketing and Media Pocket Book 2006; 2) Cross-National daily newspapers only , *=2008
  • 34. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 But the same situation in Western Europe Daily reach of newspapers 2006, in percentage 34 Quelle: mediaedge:cia - Marketing and Media Pocket Book 2006
  • 35. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Austria must be a strange country Daily reach of largest (national) newspaper 2007/2008, in percentage 35 Source: Desk Research by GfK companies, *=2008
  • 36. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Magazine's benchmarks are quite similar in all countries. Reach of largest magazine 2007/2008, in percentage 36 Source: Desk Research by GfK companies, *=2008, 1) Eesti Ekspress (no.1 weekly print channel) is weekly newspaper not magazine, *) Autotouring 26% (ÖAMTC member's journal)
  • 37. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 CEE Media Markets - General Trends: Dynamic and change 37  TV, as everywhere, is the most important medium for consumers and dominates the advertising markets, BUT  According to the economic and political stage of development all markets - media and advertising - are dynamic and changing rapidly. Characteristics are:  Higher economic standard leads to more products/offers concerning TV, print and internet.  Radio stays more or less local.  Concentration of owners in progress: A few owners offer many products for TV, Print, Internet (local and foreign players). Source: Desk Research by GfK companies
  • 38. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 CEE Media Markets - General Trends: Booming and competition 38   Privatisation leads to more quot;commercialquot; products   Traditional media disappear or change their strategy completely   Traditional Daily newspapers are losing readers   Free dailies are increasing, free magazines are coming   Magazine markets are booming; diversification to women, economic, life style titlesetc.   Competition becomes harder (all media)   Competition between internet and print especially   Media markets seem to overleap some stages of developments we saw in Western Europe   In some countries quot;try and errorquot; may be a slogan Source: Desk Research by GfK companies
  • 39. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 CEE Media Markets - Internet: Increasing and overleaping stages 39  Internet is increasing rapidly (usage and advertising) and is forcing major publishers to offer new Internet portals (news and reports).   ome S countries overleap some stages of development quot;print - internetquot;, we have seen in Western Europe. Tendency to create interesting internet-offers with interaction for users. Fear of publishers to lose readers, especially daily newspaper. Source: Desk Research by GfK companies
  • 40. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 CEE Media Markets - Print: Diversification and looking for new strategies 40 Print is a growing sector, trends are:   ree newspapers and magazines (interesting for advertisers) F  Tabloidquot; newspapers (easy consumption, yellow press and quality quot; newspapers, quot;Tabloidquot; is a general trend (as in Western Europe)   iversifications in magazine sector, special magazines like sport, D economic, life-style   omen magazines, different target groups: luxury, ABC-social W status (compare women in Austria), home, celebrities etc.   V-guide magazines (print and internet portals) T   trong competition S Source: Desk Research by GfK companies
  • 41. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 CEE Media Markets – Print: Countries specifics 41   Beside the specific and historical conditions of each country, 5 regions in CEE may be identified regarding the print sector:  Three Baltic countries: Strong, increasing advertising market in general, good position of print (dailies too) and internet (Estonia!)  Hungary, Czech, Slovakia, Slovenia: Quite well-positioned print sector regarding advertising, dailies, magazines, political / independent  Romania, Poland: Increasing print markets with large numbers of titles, focus on magazines (fragmentation to women, business, life style etc.) - quot;try and errorquot;  Russia, Ukraine: Weak market of dailies, focus on magazines  Bulgaria, Bosnia: Weak print market, but in movement (magazines in Bulgaria) Source: Desk Research by GfK companies
  • 42. 4 Position of Newspapers for Top News in CEE
  • 43. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Question to you: 3 most relevant Media channels for Top News in … 43
  • 44. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Question to you: 3 most relevant Media channels for Top News in … 44 2 3 2 1 1 1 3 2 3
  • 45. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 No News: TV is the most important media channel for Top News 3 most important … 45 Index*) 2,8 2,8 2,5 2,0 2,4 2,6 2,2 2,1 Sources: Omnibus, GfK CEE-companies 2008, *) average numbers of answers (out of maximum of 3, aided)
  • 46. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Internet-usage changes quot;more or lessquot; relevance of media channels for Top News 4 main media groups, in percentages 46 Sources: Omnibus, GfK CEE-companies 2008
  • 47. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Internet-usage changes quot;more or lessquot; relevance of media channels for Top News 4 main media groups, in percentages 47 Sources: Omnibus, GfK CEE-companies 2008
  • 48. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Internet-usage changes quot;more or lessquot; relevance of media channels for Top News 4 main media groups, in percentages 48 Sources: Omnibus, GfK CEE-companies 2008
  • 49. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Half of Internet-users in CEE say web use has affected their consumption of traditional formats % distribution of how online media users consume traditional forms compared with the past 49 Source: GfK Roper report RRW07 Core, QI6
  • 50. 5 Conclusion
  • 51. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 General trends 51   Speed of change   Basic values are the same everywhere   Consumers becoming similar and   national differences (still) exist Think quot;glocalquot;
  • 52. GfK Media Media in CEE, Inma 2008 Vienna Petra Golja, Rudolf Bretschneider 1. October 2008 Media market trends 52   Dynamic and change   Overleaping of stages (we saw in Western Europe)   Diversification combined with quot;try and errorquot;   Print market: In- and Decreasing at the same time Potential and hard competition
  • 53. Thank you for your attention and we wish you successful growth with market research all over the world.