0
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Total media market trends
2009-2010
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
44
70
90
113
142
267
193
218
181
229
201
0
100
200
300
400
500
600
2001 200...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
7% 6% 6% 6% 6% 7% 7% 5% 5% 5%
34%
41% 42% 43% 46% 48% 50% 52%
59% 58%
41%
3...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
94%
80% 76% 73%
40%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV News...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Media usage trends 2009Q4/2008Q4
Internet usage doubled
Terrestrial TV, Non...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Media Usage 2010/2009 Forecast
Source: Media Logics estimates
MEDIA TREND C...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
  Format Russia UK Germany Italy Czech Rep Poland Ukraine
TV (national) 30”...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Russian TV 2009
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Role of TV in Russians life
TV is the most common time spending with almost...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
100%
89%
109%
64%
98%
141%
Average Male Female 4-24 25-54 55+
TV viewing by...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Shares of National  Local  Non Terrestrial TV
The most part – 88% of TV vie...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
National channels available: Despite of its size Russia has more big channe...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Source: TNS Russia
Research:
TV Index (2008,2009)
Geography: Russia, 100K+
...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
PERVY KANAL
ROSSIYA 1
NTV
STS
TV TSENTR
ROSSIYA K
REN-TV
TNT
MTV
MUZ TV
TV-...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Allow to place ads: Ad is Forbidden:
…and hundreds of locals..
Commercial c...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
+1,4%
National TV Sales Houses
Video International and Gazprom-Media togeth...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Program  Ad  Channels promo
Programs occupy only 85% of commercial channels...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
% of category w ithin view ed ad (2009, national)
18%
11%
11%
10%
7%
7%
6%
...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
TV 2009:
RUR 113.7 bn.
€2.6 bn. $3.6 bn.
15 29 38 49
66
86
113
139
114
123
...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Decreasing of national ad viewed stopped
Because of new Ad Law limits: TV v...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
How much money to support a brand?
Different brands need different support ...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Top 20 Categories (GRPs 30” 18+)
Medicines & Food Supplements, Mass Actions...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Top 20 Advertisers (GRPs 30” 18+)
P&G, Coca-Cola, Bee Line and Colgate-Palm...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Ratio of National and Local TV markets
Share of local inventory is growing ...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Top 20 regional Advertisers (GRPs30” 18+)
There were many new participants ...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Non-TV media
OOH
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Outdoor 2009:
RUR 27.3 bn.
€0.6 bn. $0.86 bn.
8 13 16
21
26
33
40
46
27
31
...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Dec 2004; 76 381
Dec 2009; 120 573
Dec 2004; 41 695
Dec 2009; 42 476
Dec 20...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
60%
65%
70%
75%
80%
85%
90%
95%
100%
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oc...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
57%
11%
10%
5%
4%
4%
3%
2%
1%
3%
0% 10% 20% 30% 40% 50% 60%
Billboard
Trivi...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
TOP 20 OOH Categories
Two of three leaders of 2008 (Cars and Telecommunicat...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
TOP 20 OOH Advertisers
3 top positions are occupied by cellular operators. ...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Non-TV media
Print
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Print 2009:
RUR 32.6 bn.
€0.7 bn. $1.03 bn.
18
24
29
35
39
45
52
58
33
36
3...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Source: TNS Russia
Research: NRS (May-Oct’09)
Geography: Russia 100+
TA: P1...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
18.0
12.4
8.1
7.9
5.5
3.2
3.1
2.8
2.4
2.2
0 2 4 6 8 10 12 14 16 18 20
Anten...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
10.8
10.1
7.4
6.4
6.4
6.1
5.4
5.3
5.2
4.3
0 2 4 6 8 10 12
Cosmopolitan
Za R...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Source: TNS Russia
Research: NRS (May-Oct’09)
Geography: Russia 100+
TA: P1...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
14%
10%
7%
7%
6%
5%
5%
4%
4%
3%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Indep...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
TOP 20 Print Categories
Tobacco showed the largest growth in 1-3Q 2009. Rea...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
TOP 20 Print Advertisers
Only 4 from top 20 advertisers reduced their share...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Non-TV media
Radio
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
3 4 6
7 9
13
15 14
9
9
9
5.2%
4.7%
6.6%
6.3% 6.3% 6.4%
6.0%
6.9%
6.5%
4.4%
...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Russkoe Radio
Europe+
Aut...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
TOP 20 Radio Categories
Medicines & Food Supplements and Cars are leaders w...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
TOP 20 Radio Advertisers
Two Materia Medica reduced its share noticeably bu...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Non-TV media
Internet
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
2.9
5.7 7.4 7.7
1.7
9.5
8.7
0.2%
0.4%
0.7%
0.9%
1.2%
1.6%
2.5%
2.8%
4.0%
4....
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Far-Eastern FD
1.9 mln
37% of population
Siberian FD
5.1 mln
32% of populat...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Internet Monthly Reach
Internet reach growth is very stable. For Russian ci...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Source: TNS Russia
Research: Est. survey for Web Index (2008,2009)
Geograph...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Source: TNS Russia
Research: Est. survey for Web Index (2008,2009)
Geograph...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Source: TNS Russia
Research: M’Index (2009)
Geography: Russia Cities 100+
T...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Source: TNS Russia
Research: M’Index (2009)
Geography: Russia Cities 100+
I...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
77.3
69.8
39.7
38.0
33.6
20.5
12.7
12.5
9.8
0 10 20 30 40 50 60 70 80 90
Se...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
27%
30%
49%
16%
15%
47%
60%
59%
144%
23%
0% 20% 40% 60% 80% 100% 120% 140% ...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Non-TV media
Cinema
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Cinema 2009:
RUR 0.5 bill.
€11.3 mill. $15.7 mill.
0.50.7
0.5
0.4
0.22% 0.2...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Cinema goers (Russia)
More and more people visit cinemas. Cinema visiting f...
SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Top 20 movies in Nov-Dec’09
0 1000 2000 3000 4000 5000 6000 7000
2012
Avata...
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Media Landscape

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  • 2001-2009 фактические данные
    2010 оценка
  • 2001-2009 фактические данные
    2010 оценка
  • Для тв газет журналов радио интернет из M’Index объединение частот (каждый день – раз в месяц и реже). Для кино ответ да для посещения кинотеатров (за последние 6 месяцев).
  • Terrestrial TV - cумма всех каналов кроме VIDEO и Satellite + Cable в немапированной базе.
    Non-terrestrial TV - Satellite + Cable в немапированной базе.
    VIDEO - из немапированной базы.
    Радио – потребление посчитано не в минутах в день, т.к. В Радио Индексе менялась метода сбора, цифры несравнимы.
    Газеты, Журналы, Радио – оцифровка категорийной переменной M’Index, параметры – 24; 12; 4; 2.5; 1.25
    Billboards – только Espar ID’s существовавшие постоянно в мае 2007, 2008, 2009
    Cinema – оцифровка категорийной переменной M’Index, параметры – 3; 1; 0.4; 0.2222; 0.11111
  • Радио (национальные коммерческие ролики event status:real) – по прайс-листам и реальным размещениям на крупнейших станциях, аудитория привязана из Радио Индекса. Применена средняя скидка – 30%. Города 100+
    TV(национальные ролики и спонсорские ролики в коммерческих с спонсорских блоках) – по CPP через Акаровский объем Gross. Universe – города 100+.
    OOH – средняя по всем измеряемым билбордам 3Х6
    Magazines (allocation:central, журналы, коммерческая реклама, основные страницы издания, big, цветные, event status:real) – по всем журналам, имеющим одинаковые названия в мониторинге и NRS. Средняя скидка – 30%.
    Ukraine – 2008 data
  • В немапированной базе считаетс эфир и не эфир (не эфир - это кабель+спутник, Эфир всё остальное). В мапированной базе счтиаются все национальные каналы. Из эфира вычитаем национальные получаем локальные.
  • В немапированной базе считаетс эфир и не эфир (не эфир - это кабель+спутник, Эфир всё остальное). В мапированной базе счтиаются все национальные каналы. Из эфира вычитаем национальные получаем локальные.
  • Daily reach – Qual.Reach 15 min +
  • По смотрению
  • 2001-2008 фактические данные
    2009 оценка
  • Падение: исключать видое
  • Spots & Sposor’s spot
  • 2001-2009 фактические данные
    2010 оценка
  • Sold-out%= 100%-Unsold%
    100% это всё кроме социалки
    Unsold: Advertiser: empty OR Al2: Advertising and Marketing services
  • 2001-2009 фактические данные
    2010 оценка
  • По Cover
  • Allocation: central
    Исключая selfadvertising
  • Исключяя Selfadvertising
  • Исключяя Selfadvertising
  • 2001-2008 фактические данные
    2009 оценка
  • Исключая Selfadvertising
  • Исключая Selfadvertising
  • 2001-2009 фактические данные
    2010 оценка
  • 7.5 mln – number of inet users in the region
    34% - percent of inet users in comparison with the total population of the region
  • Monthly reach по России на этом слайде отличатеся от цифры на 9ом слайде потому что: 1. ранызне исследования 2. разные целевые аудитории
  • 2001-2009 фактические данные
  • Transcript of "Media Landscape"

    1. 1. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Total media market trends 2009-2010
    2. 2. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 44 70 90 113 142 267 193 218 181 229 201 0 100 200 300 400 500 600 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f Mediamarketvolume-RUR,billions Actual Optimistic forecast* Pessimistic forecast* Media market In 2009 ATL media market** dropped by 28%. In 2010 4%-13% growth is forecasted. 59% 29% 26% 26% 27% 26% 17% Source: AKAR, PGM estimation -28% *February 2010 estimation 13% 4% **For Internet only display advertising is included (not context advertising) 2009: RUR 193 bn. $ 6.1 bn. €4.4 bn.
    3. 3. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 7% 6% 6% 6% 6% 7% 7% 5% 5% 5% 34% 41% 42% 43% 46% 48% 50% 52% 59% 58% 41% 34% 32% 31% 28% 25% 23% 22% 17% 17% 18% 18% 18% 18% 18% 18% 18% 17% 14% 15% 1% 1% 1% 2% 2% 3% 4% 4% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f %oftotalmediamarketvolume Others Internet*** Outdoor Print TV** Radio Media market segments share dynamics Pessimistic forecast* Source: AKAR, PGM estimation * February 2010 estimation ** Since 2007 non-terrestrial TV was included in TV ***For Internet only display advertising is included (not context advertising)
    4. 4. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 94% 80% 76% 73% 40% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% TV Newspapers Radio Magazines Internet Cinema Source: TNS Russia Research: M’Index (2009) Geography: Russia Cities 100+ TA: P 16+ Time: 05:00 – 29:00 Media penetration TV has the highest penetration – 94%
    5. 5. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Media usage trends 2009Q4/2008Q4 Internet usage doubled Terrestrial TV, Non-terrestrial TV and Cinema grew by 5-13% Radio, OOH and Print usage fell by 7-13% Source: TNS Russia, ESPAR-Analyst, PGM Media Logics estimations Research: M'Index, TV Index, ESPAR (2007Q4, 2008Q4, 2009Q4) Geography: Russia, 100K+ TA: P16+
    6. 6. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Media Usage 2010/2009 Forecast Source: Media Logics estimates MEDIA TREND COMMENTS Internet + 70.. 100% Faster and faster usage growth observed firstly thanks to faster and faster Internet connection Non-Terrestrial TV +10.. 15% Usage growth is slowing down as penetration is already great and can’t grow fast further Cinema +5.. 10% Cinema visiting positive trend is gradually recovering after 2009 crisis fall Terrestrial TV 0.. +5% Potential further growth of unemployment could result in growth of home spending what could increase TV viewing OOH 0.. -5% Potential further growth of unemployment could result in fall of OOH spending what could decrease OOH audience Print -5.. -10% Further pressure from growing Internet usage could lead further fall of «off-line» reading Radio -5.. -10% Further pressure from growing on-line listening could lead fall of «off-line» listening
    7. 7. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY   Format Russia UK Germany Italy Czech Rep Poland Ukraine TV (national) 30” 3.7 10.8 13.6 6.3 8.0 1.5 1.8 Magazines (national) 1/1 4C 8.9 9.3 12.9 4.6 35.1 5.1 11.0 Radio (national) 30” 1.9 3.2 2.4 3.2 2.3 0.2 4.8 OOH 6x3 0.5 n/a n/a n/a n/a n/a 1.0 Cost per Thousand comparison (USD), Adults Source: PGM Global Database. 2006 MEDIALOGICS est. (for Russia), 2009 Geography (Russia): Cities 100+ TA (Russia): P16+ Media cost per thousand TV CPT is still below European average, while Magazines and Radio are already very close
    8. 8. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Russian TV 2009
    9. 9. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Role of TV in Russians life TV is the most common time spending with almost 4 hours a day. TV viewing level is 5% above European average. 239 197 26 17 11 10 8 TV Radio Online Print Music Books Video Ave. daily spends in minutes, Adults Average TV watching minutes by country 300 240 252 252 228 222 168 228 239 USA Japan Germany Italy Norway Poland UK Europe Average Russia Source: TNS Russia, RTL Group Research: M’Index (2009) Radio Index (2009) TV Index (2009) TV International Key Facts (2004) Time: 05:00 – 29:00
    10. 10. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 100% 89% 109% 64% 98% 141% Average Male Female 4-24 25-54 55+ TV viewing by dem. groups daily dynamics is “8 hours work day” model: weekends daily viewing is higher: peak in Winter, fall in Summer: females and elders are the heaviest viewers 6 8 10 12 14 16 18 20 22 24 26 SIESTA 6 8 10 12 14 16 18 20 22 24 26 8 HOURS Key TV viewing peculiarities 5 7 9 11 13 15 17 19 21 23 25 27 Weekdays Weekends 114% 107% 108% 101% 94% 88% 84% 88% 91% 100% 112% 111% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TV viewing seasonality (100%=av.viewing)
    11. 11. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Shares of National Local Non Terrestrial TV The most part – 88% of TV viewing belongs to national channels. During past 4 years share of Cable and Satellite TV was growing and now it is 6.7% while share of local channels was reducing. Source: TNS Russia Research: TV Index (2005-2009) Geography: Russia, 100K+ Time: 05:00 – 29:00 TA: 18+ 89.7% 89.2% 89.2% 88.6% 88.3% 7.3% 6.9% 5.9% 5.5% 4.9% 2.9% 3.9% 4.9% 5.9% 6.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2005 2006 2007 2008 2009 %ofTVviewing National Local Cable+Satellite
    12. 12. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY National channels available: Despite of its size Russia has more big channels than European countries on average 12 of these channels cover > 70% of adults Number of channels with penetration > 70% 0 5 10 15 20 25 30 35 Germany Italy Poland UK Norway Europe Average Russia Russians do have a broad choice There are now 20 national channels and hundreds of locals in Russia Number of large channels is above Europe average Source: TNS Russia, RTL Group Research: TV Est. survey (2009) TV International Key Facts (2004)
    13. 13. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Source: TNS Russia Research: TV Index (2008,2009) Geography: Russia, 100K+ Time: 05:00 – 29:00 TA: 18+ 0% 5% 10% 15% 20% PERVY KANAL ROSSIYA 1 NTV STS TNT REN-TV TV TSENTR TV-3 DOMASHNY ROSSIYA K DTV SPB 5 ROSSIYA 2 ZVEZDA ROSSIYA 24 MTV MUZ TV 2X2 7TV EURONEWS Non-Terrestrials Locals PERVY KANAL ROSSIYA 1 NTV STS TNT REN-TV TV TSENTR TV-3 DOMASHNY ROSSIYA K DTV SPB 5 ROSSIYA 2 ROSSIYA 24 MTV MUZ TV 2X2 7TV EURONEWS Non- Terrestrials Locals ZVEZDA -40% -20% 0% 20% 40% 60% 80% 100% 50% of audience Channelsshare2009 +/-2009vs.2008,% TV Channels Ranking Half of audience 18+ is occupied by TOP3 channels. The leader’s “Pervy Kanal” (“First Channel” – rus.) share is 19%
    14. 14. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY PERVY KANAL ROSSIYA 1 NTV STS TV TSENTR ROSSIYA K REN-TV TNT MTV MUZ TV TV-3 7TV EURONEWS DTV ROSSIYA 2 DOMASHNY ZVEZDA SPB 5 ROSSIYA 24 2X2 20 25 30 35 40 45 50 55 60 30 35 40 45 50 55 60 65 70 75 80 Audience av. age % of women in audience TV Channels Gender Segmentation The biggest channels are Elder-Female oriented. There are possibilities to reach Youth and Men, but they are limited Elder-WomenElder-Men Young-WomenYoung-Men Source: TNS Russia, Research: TV Index (2009) Geography: Russia, 100K+ TA: P04+ Size of bubbles ~ channel daily reach size, Axes-cross correspond to total population’s % of females and ave. age
    15. 15. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Allow to place ads: Ad is Forbidden: …and hundreds of locals.. Commercial channels 19 of 20 national channels and all locals with sum 98% sell their air-time It means that almost all TV viewing could be used for commercial campaigns Source: TNS Russia Research: TV Index (2009) Geography: Russia, 100K+ Time: 05:00 – 29:00 TA: 18+ 98% of viewing 2% of viewing
    16. 16. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY +1,4% National TV Sales Houses Video International and Gazprom-Media together have 95.1% of TV viewing. It’s a duopoly. Since 2008 MTV and TV-3 joined VI. Since April 2008 7TV joined VI. VI Other 64.8% 31.6% 3.6% 2008 Share,% Source: TNS Russia Research: TV Index (2008,2009) Geography: Russia, 100K+ Time: 05:00 – 29:00 TA: 18+ VI Gazprom-Media Other 62.2% 33.0 4.9% 2009 Share,% 2009 VS 2008 -2.6% +1,2% Gazprom-Media
    17. 17. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Program Ad Channels promo Programs occupy only 85% of commercial channels broadcast The rest time is for ad and channel promo in 4:1 proportion Source: TNS Russia Research: TV Index (2009) Geography: Moscow Time: 05:00 – 29:00 Channels promo – 3% Programs 85% of broadcast Commercials – 12%
    18. 18. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY % of category w ithin view ed ad (2009, national) 18% 11% 11% 10% 7% 7% 6% 5% 4% 3% 18% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Beauty & Healthcare Goods Non-Alcoholic Drinks & Beer Food Medicines & Bio Active Supplements Household Chemicals Telecommunications Confectionery Cars & Accessories Retail Perfumery Others Ave. viewed ad time: 17.7 min a day Ad viewed volume and structure Average viewer is exposed to 17.7 minutes of national ad a day Different FMCG are the most advertised categories Source: TNS Russia, PGM Experts Research: TV Index (2009) Geography: Russia, 100K+ Time: 05:00 – 29:00 TA: 18+
    19. 19. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY TV 2009: RUR 113.7 bn. €2.6 bn. $3.6 bn. 15 29 38 49 66 86 113 139 114 123 112 34% 41% 42% 43% 46% 48% 49% 52% 58% 58% 57% 0 50 100 150 200 250 300 350 400 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f TVmarketvolume-RUR,billions 0% 10% 20% 30% 40% 50% 60% 70% ShareofTVinmediamarket Actual Optim istic forecast* Pessim istic forecast* Share Actual Share Optim istic* Share Pessim istic* TV ad market growth is ahead of total media market TV share constantly grew, it means that TV spends grew faster than others. In 2009 TV market volume was $3.6 bn. = 58% of media market. Ruble inflation forecast on national channels for 2010 is 0%...+10%. 93% 32% 29% 34% 30% 32% 23% -18% Source: AKAR, PGM estimation *February 2010 estimation 10% 0%
    20. 20. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Decreasing of national ad viewed stopped Because of new Ad Law limits: TV viewing was falling till Mar 2008; currently it’s growing: National Ad viewed (ave. min / day) 17.8 19.7 20.5 21.9 23.8 23.0 21.3 17.4 17.7 0 5 10 15 20 25 2001 2002 2003 2004 2005 2006 2007 2008 2009 Average TV watching time per day (average by last 12 months) 205 210 215 220 225 230 235 240 245 250 2003 2004 2005 2006 2007 2008 2009 Since July’06: 20% an hour, 15% of broadcast Since Jan’08: 15% an hour Source: TNS Russia Research: TV Index (2001-2009) Geography: Russia, 100K+ Time: 05:00 – 29:00 TA: 18+ Negative tendency in 2006-2008 took place…
    21. 21. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY How much money to support a brand? Different brands need different support level Just to imagine avg. spends level: 1900 GRPs 30” costs ~ $ 4M (2009) Source: TNS Russia, AKAR Research: TV Index (2009) Geography: Russia, 100K+ Time: 05:00 – 29:00 TA: 18+ Ave annual spends per brand: ~ 9.5 min. ad to everybody or 1900 GRPs 30” ~ RUR 127M, $ 4M, € 2.9M Spends vary greatly from brand to brand: Danone, Schwarzkopf, MTS, L'Oreal Paris, Megafon, etc. 40 000 GRPs 30” <100 GRPs 30” (small and one-day brands) ave. 1900 GRPs 30” per brand
    22. 22. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Top 20 Categories (GRPs 30” 18+) Medicines & Food Supplements, Mass Actions, Financial Services and Retail showed significant growth. HH Appliances, Cars & Accessories, IT hardware on the contrary fell noticeably. Source: TNS Russia Research: AdFact (2008,2009) TV Index (2008,2009) Geography: Russia, 100K+ TA: P18+
    23. 23. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Top 20 Advertisers (GRPs 30” 18+) P&G, Coca-Cola, Bee Line and Colgate-Palmolive reduced 30’’GRPs18+ volumes. L’Oreal, Nestle, Kraft Foods, Pepsi Co, M.Video showed more than 40% growth. Source: TNS Russia Research: AdFact (2008,2009) TV Index (2008,2009) Geography: Russia, 100K+ TA: P18+
    24. 24. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Ratio of National and Local TV markets Share of local inventory is growing due to growth of local inventory at national channels 82.1% 81.9% 81.3% 80.1% 77.9% 76.7% 10.5% 11.9% 12.3% 13.8% 16.2% 17.0% 7.4% 6.3% 6.4% 6.2% 6.0% 6.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2004 2005 2006 2007 2008 2009 30''GRPs18+volumeratio National Local at national channels Local at local channels Source:TNS Russia Research: AdFact (2004- 2009) TV Index (2004- 2009) Geography: TOP cities TA: P18+
    25. 25. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Top 20 regional Advertisers (GRPs30” 18+) There were many new participants in Top 20 in 2009. MTS, Ferrero and Hartog Holdings SA increased their regional volumes significantly. Wimm-Bill-Dann could go up from the 4th to the 3rd position. L'Oreal on the contrary change the 3rd to the 8th position. Source: TNS Russia Research: AdFact (2008,2009) TV Index (2008,2009) Geography: TOP Cities TA: P18+
    26. 26. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Non-TV media OOH
    27. 27. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Outdoor 2009: RUR 27.3 bn. €0.6 bn. $0.86 bn. 8 13 16 21 26 33 40 46 27 31 29 18% 18% 18% 18% 18% 18% 18% 17% 14% 15% 15% 0 20 40 60 80 100 120 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f OOHmarketvolume-RUR,billions 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% ShareofOOHinmediamarket Actual Forecast Optimistic* Forecast Pessimistic* Share Actual Share Optimistic* Share Pessimistic* Outdoor growth rate Outdoor decreased by 40% in 2009, which is greater than the total market (-28%). Its share in the total market volume decreased. Ruble inflation forecast for 2010 is +5%...+10%. 56% 30% 26% 25% 29% 22% 13% -40% Source: AKAR, PGM estimation *February 2010 estimation 15% 5%
    28. 28. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Dec 2004; 76 381 Dec 2009; 120 573 Dec 2004; 41 695 Dec 2009; 42 476 Dec 2007; 45 450 Nov 2007; 50 051 0 20 000 40 000 60 000 80 000 100 000 120 000 140 000 Jan2004 Feb2004 Mar2004 Apr2004 May2004 Jun2004 Jul2004 Aug2004 Sep2004 Oct2004 Nov2004 Dec2004 Jan2005 Feb2005 Mar2005 Apr2005 May2005 Jun2005 Aug2005 Jul2005 Sep2005 Oct2005 Nov2005 Dec2005 Jan2006 Feb2006 Mar2006 Apr2006 May2006 Jun2006 Jul2006 Aug2006 Sep2006 Oct2006 Nov2006 Dec2006 Jan2007 Feb2007 Mar2007 Apr2007 May2007 Jun2007 Jul2007 Aug2007 Sep2007 Oct2007 Nov2007 Dec2007 Jan2008 Feb2008 Mar2008 Apr2008 May2008 Jun2008 Jul2008 Aug2008 Sep2008 Oct2008 Nov2008 Dec2008 Jan2009 Feb2009 Mar2009 Apr2009 May2009 Jun2009 Jul2009 Aug2009 Sep2009 Oct2009 Nov2009 Dec2009 total#ofsurfaces Other cities (31 biggest) Moscow Source: TNS Russia Research: AdFact (Jan’04-Dec’09) Geography: TOP CitiesOOH market development For the past 5 years # of sites grew by 2% in Moscow and by 58% in regions. In regions growth has stopped and # of surfaces even fell a bit. Since Dec’2007 about 10% of Moscow sites were taken down, mainly in the centre. In December 2009 # of Moscow sites was 6.5% less than in December 2007. Under the circumstances of low demand suppliers stopped placing new surfaces and in some cased even remove existing ones in order to reduce expenses and put demand and supply to the same level.
    29. 29. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 60% 65% 70% 75% 80% 85% 90% 95% 100% 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 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec %ofsurfacessold Moscow Saint-Petersburg Other Cities Source: TNS Russia Research: AdFact (Jan’06-Dec’09) Geography: TOP Cities Sold-out dynamics In 2Q 2009 sold-out difference between Moscow and other cities started reducing. 2006 2007 2008 2009
    30. 30. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 57% 11% 10% 5% 4% 4% 3% 2% 1% 3% 0% 10% 20% 30% 40% 50% 60% Billboard Trivision Light Box Pillar Bus Shelter Lamppost Sign Kinetic Board Unipole Painted Wall Others Format share of total # of surfaces, Dec'09 Top OOH Formats 3x6 Billboards and their subtype 3x6 Trivisions are the most common format – 68% of total surfaces. Small formats Light Boxes, Lamppost Signs, Pillars, Bus Shelters account for 23%. Light Boxes, Pillars, Lamppost Signs and Painted Walls fell greater than market. Source: TNS Russia Research: AdFact (Dec 2008, 2009) Geography: 50 TOP Cities 5% 11% -6% -1% 0% 5% -2% 2% -12% -10% -5% -15% -10% -5% 0% 5% 10% 15% Billboard Trivision Light Box Pillar Bus Shelter Lamppost Sign Kinetic Board Unipole Painted Wall Others TOTAL +/- % # of surfaces, Dec'09 vs Dec'08
    31. 31. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY TOP 20 OOH Categories Two of three leaders of 2008 (Cars and Telecommunications) reduced their shares. Mass actions on the contrary increased its share and occupied the 3rd position. Well growth of Tourism, Sport & Leisure was observed. Source: TNS Russia Research: AdFact (2008,2009) Geography: 50 TOP Cities
    32. 32. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY TOP 20 OOH Advertisers 3 top positions are occupied by cellular operators. Two of them (Bee Line and Megafon) reduced their shares in 2009. Samsung reduced its share significantly and went down from the 3rd to 8th position. LG on the contrary moved from the 30th to 6th place. Source: TNS Russia Research: AdFact (2008,2009) Geography: 50 TOP Cities
    33. 33. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Non-TV media Print
    34. 34. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Print 2009: RUR 32.6 bn. €0.7 bn. $1.03 bn. 18 24 29 35 39 45 52 58 33 36 34 22% 17% 41% 34% 32% 31% 28% 25% 23% 17% 17% 0 20 40 60 80 100 120 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f Printmarketvolume-RUR,billions 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% ShareofPrintinmediamarket Actual Optimistic forecast* Pessimistic forecast* Share Actual Share Optimistic* Share Pessimistic* Print growth rate Print dropped by 43% in 2009, which is greater than the total market (-28%). It’s share in the total market volume decreased. Ruble inflation forecast for 2010 is 0%...+10%. 33% 21% 20% 14% 13% 16% 11% -43% Source: AKAR, PGM estimation *February 2010 estimation 10% 5%
    35. 35. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Source: TNS Russia Research: NRS (May-Oct’09) Geography: Russia 100+ TA: P16+ Print genres coverage Newspapers is TOP genre in terms of coverage with 73%. Next is TV-Guides and Entertainment with 54.2% and 53.2% respectively. 72.9 54.2 53.2 48.4 41.9 40.0 33.8 23.6 22.3 21.8 20.1 17.1 14.9 14.7 12.0 9.1 9.1 4.6 4.2 0 10 20 30 40 50 60 70 80 Newspapers TV -Guides Entertaining Women's General interest Ad editions Auto/Moto Business & analitical Interior & Design Tourism Sport Cooking Health Men's Computer Family & children Youth's Gardening Tech/Mobile Half-Year audience, % P16+
    36. 36. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 18.0 12.4 8.1 7.9 5.5 3.2 3.1 2.8 2.4 2.2 0 2 4 6 8 10 12 14 16 18 20 Antenna/Telesem Argumenty i Fakty 777 KP(W) Iz Ruk v Ruki Moya semya Orakul KP Rossiyskaya Gazeta MK-Region TOP10 Newspapers by One Issue Cover, % Source: TNS Russia Research: NRS (May-Oct’09) Geography: Russia 100+ TA: 16+ TOP Russian Newspapers The most popular Russian title is TV-guide Antenna/Telesem
    37. 37. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 10.8 10.1 7.4 6.4 6.4 6.1 5.4 5.3 5.2 4.3 0 2 4 6 8 10 12 Cosmopolitan Za Rulem Telenedelya Vokrug Sveta Karavan Istoriy 7 Dney Liubliu gotovit Teschin Yazyk Liza Liza Krosswordy TOP10 Magazines by One Issue Cover, % TOP Russian Magazines Two first positions are occupied by the most popular female magazine “Cosmopolitan” and by auto edition “Za Rulem”. Source: TNS Russia Research: NRS (May-Oct’09) Geography: Russia 100+ TA: 16+
    38. 38. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Source: TNS Russia Research: NRS (May-Oct’09) Geography: Russia 100+ TA: P16+ TOP20 titles audience geography Titles audience geographical distribution varies greatly E.g., share of Moscow and St. Petersburg is in the range from 17% to 66% 23% 66% 50% 50% 48% 46% 45% 42% 41% 33% 32% 30% 30% 29% 27% 27% 26% 26% 21% 20% 17% 77% 34% 50% 50% 52% 54% 55% 58% 59% 67% 68% 70% 71% 73% 73% 74% 74% 79% 80% 83% 70% Total Population 7 Dney Liza Krosswordy Otdohni! Karavan Istoriy Liza Dobrye sovety Vokrug Sveta Zyatek Teschin Yazyk Liza Argumenty i Fakty Za Rulem Liubliu gotovit 777 Igromania Burda Cosmopolitan KP(W) Telenedelya Antenna/Telesem Iz Ruk v Ruki Mos + Spb Other cities 100K+
    39. 39. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 14% 10% 7% 7% 6% 5% 5% 4% 4% 3% 36% 0% 5% 10% 15% 20% 25% 30% 35% 40% Independent Media Hachette Filipacchi Shkulev (AFS) Burda Conde Nast Komsomolskaya pravda Kommersant 7 Dney Argumenty i Fakty Delovoy Mir Forward Media Group Others Supplier share (RC Costs) 2009 0% 2% 53% 5% -12% -52% 21% 0% -2% 82% 12% -60% -40% -20% 0% 20% 40% 60% 80% 100% Independent Media Hachette Filipacchi Shkulev (AFS) Burda Conde Nast Komsomolskaya pravda Kommersant 7 Dney Argumenty i Fakty Delovoy Mir Forward Media Group Others +/- share change 2009vs2008 TOP Publishing Houses (central editions) Market is not very fragmented: 64% to TOP 10 suppliers. First is Independent Media with 14%. Source: TNS Russia Research: AdFact (2008,2009) Geography: Moscow, Saint-Petersburg
    40. 40. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY TOP 20 Print Categories Tobacco showed the largest growth in 1-3Q 2009. Real Estate on the contrary saw their shares reduced significantly. Source: TNS Russia Research: AdFact (2008,2009) Geography: Moscow, Saint-Petersburg
    41. 41. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY TOP 20 Print Advertisers Only 4 from top 20 advertisers reduced their shares. 3 of them are car producers. Source: TNS Russia Research: AdFact (2008,2009) Geography: Moscow, Saint-Petersburg
    42. 42. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Non-TV media Radio
    43. 43. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 3 4 6 7 9 13 15 14 9 9 9 5.2% 4.7% 6.6% 6.3% 6.3% 6.4% 6.0% 6.9% 6.5% 4.4% 4.6% 0 5 10 15 20 25 30 35 40 45 50 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f Radiomarketvolume-RUR,billions 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% ShareofRadioinmediamarket Actual Optimistic forecast* Pessimistic forecast* Share Actual Share Optimistic* Share Pessimistic* Radio 2009: RUR 9 bn. €0.2 bn. $0.28 bn. Radio growth rate Radio decreased by 36% in 2008. It’s share in the total market volume was stable till 2007, but both in 2008 and 2009 it dropped. Ruble inflation forecast for 2010 is 0%...+5%. 52% 30% 26% 18% 47%** 19% ** Changed method - a lot of regional markets added in 2006 -36% -6% Source: AKAR, PGM estimation *February 2010 estimation 0% +5%
    44. 44. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Russkoe Radio Europe+ Autoradio Shanson Retro FM Doroznoe Radio Radio Rossii Mayak Humor FM Love Radio Daily Reach% Top 10 stations Leaders are Russkoe Radio and Europe + Source: TNS Russia Research: Radio Index (3Q 2009) Geography: Russia 100K+ TA: 12+ Time: 05:00 – 29:00
    45. 45. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY TOP 20 Radio Categories Medicines & Food Supplements and Cars are leaders with noticeable advantage. Source: TNS Russia Research: AdFact (2008,2009) Geography: Moscow, Saint-Petersburg
    46. 46. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY TOP 20 Radio Advertisers Two Materia Medica reduced its share noticeably but could keep the 1st position. Incredible growth of Toyota allowed it to occupy the 2nd position. All cars producers increased their shares. Source: TNS Russia Research: AdFact (2008,2009) Geography: Moscow, Saint-Petersburg
    47. 47. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Non-TV media Internet
    48. 48. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 2.9 5.7 7.4 7.7 1.7 9.5 8.7 0.2% 0.4% 0.7% 0.9% 1.2% 1.6% 2.5% 2.8% 4.0% 4.4% 4.4% 0 5 10 15 20 25 30 35 40 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f Internetmarketvolume-RUR,billions 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% ShareofInternetintotalmediamarket Actual Optimistic forecast* Pessimistic forecast* Share Actual Share Optimistic* Share Pessimistic* Internet 2009: RUR 7.7 bill. €0.17 bill. $0.24 bill. Internet Market** Growth Rate Internet spends grew much faster than total media. In 2009 it increased by 4%(while market dropped by 28%). Ruble inflation forecast for 2010 is +5%...+15%. 67% 70% 71% 97% 4% 32% Source: AKAR, PGM estimation *February 2010 estimation 23% 13% **Only display advertising is included (not context advertising)
    49. 49. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Far-Eastern FD 1.9 mln 37% of population Siberian FD 5.1 mln 32% of populationUral FD 3.5 mln 36% of population Volga FD 7.7 mln 31% of population North-West FD 5.4 mln 48% of population Central FD (w/o Moscow) 7.5 mln 34% of population Southern FD 5.3 mln 30% of population Moscow 5.5 mln 61% of population www.fom.ru Autumn 2009 Number of internet users by regions
    50. 50. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Internet Monthly Reach Internet reach growth is very stable. For Russian cities 100+ monthly reach for last 2 years grew by 33%. Since December 2005 this indicator has grown by 85% in Moscow. Currently Internet monthly reach is 51% for Russia 100+, 64% for Moscow, 61% for Saint-Petersburg, 60% for Ekaterinburg. 39 39 38 39 39 41 41 41 38 38 39 42 43 45 44 46 45 45 48 47 47 48 49 50 52 51 35 35 37 36 37 38 37 37 36 38 41 43 43 45 46 51 52 54 53 52 50 53 54 55 56 57 58 60 60 60 59 57 58 60 61 62 62 60 61 61 62 61 60 60 60 61 63 64 64 50 52 53 53 55 56 56 54 60 58 61 59 58 60 56 54 56 56 54 20 25 30 35 40 45 50 55 60 65 70 Dec 05 Feb 06 Apr 06 Jun 06 Aug 06 Oct 06 Dec 06 Feb 07 Apr 07 Jun 07 Aug 07 Oct 07 Dec 07 Feb 08 Apr 08 Jun 08 Aug 08 Oct 08 Dec 08 Feb 09 Apr 09 Jun 09 Aug 09 Oct 09 Dec 09 Russia, Cities 100+ Moscow St.-Petersburg Ekaterinburg Source: TNS Russia Research: Est. Survey for WebIndex (Dec’05-Dec’09) TA: 12+ Monthly Reach, % of All 12+
    51. 51. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Source: TNS Russia Research: Est. survey for Web Index (2008,2009) Geography: Russia Cities 100+ TA: 12+ Internet connection type Broadband connection is replacing dial-up. Currently more than three-quarters of Russian Internet visitors use broadband channel. Most of its growth comes from increasing of home broadband connection. Connection type, % of monthly reach 22% 15% 70% 77% 3% 2% 6% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008 2009 Dial-up Broadband GPRS Don't know
    52. 52. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Source: TNS Russia Research: Est. survey for Web Index (2008,2009) Geography: Russia Cities 100+ TA: 12+Mobile Internet Currently 13% of people 12+ use Mobile Internet (on-line surfing through their mobile phones). And its penetration is growing. Mobile Internet monthly reach, % of 12+ 13% 11% 0% 2% 4% 6% 8% 10% 12% 14% 16% 2008 2009
    53. 53. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Source: TNS Russia Research: M’Index (2009) Geography: Russia Cities 100+ TA: 18+ Internet usage vs. other media Internet time spending took the 3rd place after TV and Radio. Right chart shows the situation of close to 100% internet penetration. 239 197 11 11 8 6 26 10 TV Radio Online Music Newspapers Books Video Magazines Ave. daily spends in minutes, Adults 19 8 12 6 67 11 228 207 TV Radio Online Music Newspapers Books Video Magazines Ave. daily spends in minutes, Internet users
    54. 54. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Source: TNS Russia Research: M’Index (2009) Geography: Russia Cities 100+ Internet users profile Typical heavy internet user is a man, 16-34 years old, rich and higher-educated Internet heavy-user Affinity 0 50 100 150 200 250 male female 16-24 25-34 35-44 45-54 55-64 65+ primary ed. secondary ed. higher ed. low inc. middle inc. high inc.
    55. 55. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 77.3 69.8 39.7 38.0 33.6 20.5 12.7 12.5 9.8 0 10 20 30 40 50 60 70 80 90 Search E-mail Communication (forums, blogs etc) Listening to music and downloading music Watching and downloading video On-line games Listening to radio by Internet Purchasing through Internet Creating personal Internet pages Services used last month (% from Internet users) 58.9 27.6 0.0 -6.4 -4.7 -4.8 14.2 10.3 -10 0 10 20 30 40 50 60 70 Search E-mail Communication (forums, blogs etc) Listening to music and downloading music Watching and downloading video On-line games Listening to radio by Internet Purchasing through Internet Creating personal Internet pages +- % change 2009 vs 2008 Source: TNS Russia Research: M’Index (2008, 2009) Geography: Russia Cities 100+ TA: 16+, Internet users Most used Internet services The most popular web-services are search of information and E-mail. growth leader is communication. Listening to radio by Internet grew noticeably.
    56. 56. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY 27% 30% 49% 16% 15% 47% 60% 59% 144% 23% 0% 20% 40% 60% 80% 100% 120% 140% 160% +/- monthly reach, % 4Q'09vs4Q'08 52.7% 50.0% 39.2% 32.0% 31.2% 24.8% 18.7% 16.0% 15.7% 14.7% 56.3% 0% 10% 20% 30% 40% 50% 60% Yandex.ru Mail.ru Vkontakte.ru Odnoklassniki.ru Rambler.ru LiveJournal.com Rutube.ru LiveInternet.ru Rian.ru Tvigle.ru Total Internet TOP10 web-sites average monthly reach 4Q 2009, % Source: TNS Russia Research: Web Index (4Q’08,4Q’09) Geography: Russia Cities 100+ TA: 12-54 TOP Russian web-sites Yandex.ru and mail.ru are outstanding leaders. Then two social networks and rambler.ru. Vkontakte.ru increased its monthly reach more significantly than odnoklassniki.ru. 4Q 2009 growth leader from top 10 is rian.ru. NA
    57. 57. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Non-TV media Cinema
    58. 58. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Cinema 2009: RUR 0.5 bill. €11.3 mill. $15.7 mill. 0.50.7 0.5 0.4 0.22% 0.22% 0.25% 0.24% 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 2006 2007 2008 2009 Cinemamarketvolume-RUR,billions 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% ShareofCinemaintotalmediamarket Volume Share Cinema Market Volume Change Cinema spends fell by 29% in 2009 to 0.5 bill. rubles. 25% Source: AKAR 40% -29%
    59. 59. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Cinema goers (Russia) More and more people visit cinemas. Cinema visiting frequency was stable during last 3 years. An average cinemagoer visits cinema 0.8 times a month 0.75 0.82 0.79 0.82 0.77 0.79 0.78 0.3 0.4 0.5 0.6 0.7 0.8 0.9 2003/1 2003/2 2004/1 2004/2 2005/1 2005/2 2006/1 2006/2 2007/1 2007/2 2008/1 2008/2 2009/1 2009/2 Average number of visits per month for a cinema goer Source: TNS Russia Research: M’Index (2003/1-2009/2) Geography: Russia, cities 100+ TA: 16+ 17 15 19 19 19 22 23 0 5 10 15 20 25 2003/1 2003/2 2004/1 2004/2 2005/1 2005/2 2006/1 2006/2 2007/1 2007/2 2008/1 2008/2 2009/1 2009/2 %of16+ Cinema goers* *People visiting cinemas more than once in 6 months
    60. 60. SAATCHI & SAATCHI RUSSIA THE LOVEMARKS COMPANY Top 20 movies in Nov-Dec’09 0 1000 2000 3000 4000 5000 6000 7000 2012 Avatar The Twilight Saga: New Moon Kniga Masterov Christmas Carol, A Cloudy with a Chance of Meatballs Old Dogs Tsar Na Igre Planet 51 Arthur et la vengeance de Maltazard Men Who Stare at Goats, The Pick Up. Syem Bez Pravil Saw VI Hachiko: A Dog's Story Ukroshenie Stroptivyh Law Abiding Citizen This Is It Paranormal Activity Antikiller D.K. Visitors, 000's Source: www.film.ru
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