Media Spent 2009 Cee

1,668 views
1,575 views

Published on

An analysis of the GroupM forecast of online and traditional advertising spent in 2009. Countries included are Russia, Romania, Czech, Poland and Hungary.

Published in: Business
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,668
On SlideShare
0
From Embeds
0
Number of Embeds
36
Actions
Shares
0
Downloads
0
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide

Media Spent 2009 Cee

  1. 1. EFFECT OF RECESSION ON MEDIA SPENT IN CEE, 2009. Wim Vermeulen, Director Digital Innovation, Ogilvy Group CEE
  2. 2. Media spend per medium CEE OVERALL RESULTS Evolution media spend 2009 (% of total spend) 2008-2009 (%) (*3) (*2) GroupM released its forecast for the media spending in 2009. The countries discussed here are Russia, Romania, Hungary, Poland and Czech. 8% All numbers are Mio USD. 12% (*1) (*4) Overall, GroupM expects the total spend of the 5 countries to decrease 16 with 5%. The biggest decline is in Russia (-11%), the biggest increase in 51% 15% Romania (+30%). Russia stays by far the biggest spender, followed by Poland 2 -4 and Czech. 7% -11 -11 -13 7% (*2)Looking at the split in spend per medium, TV takes 51% of the money in CEE. Magazines take 15%, Outdoor 12%. Online follows with 8%. In 2008, the TV RADIO NEWSPAPER share for online was 6,7%. TV RADIO MAGAZINE OUTDOOR ONLINE NEWSPAPER MAGAZINE OUTDOOR ONLINE (*3)In a market going down with 5%, Outdoor and Print are hurt the most (-11/13%). TV drops 4%. The big winner is online, taking 16% more budget than last year. Total media spend per country Evolution media spending per country, 2009 (*4) 2008-2009, mio USD (*1) -5% 17.000 Index 2008 2009 1.184 1.234 104 Czech 13.600 969 959 99 Hungary 3.269 3.346 102 Poland -11% 10.200 797 1.038 130 Romania 10.526 9.346 89 Russia 6.800 95 TOTAL 16.745 15.922 +2% 3.400 +4% -1% +30% 0 Czech Hungary Poland Romania Russia Total 2008 2009
  3. 3. CEE OVERALL RESULTS In general, our region follows the same trends as the rest of Europe. Growth in measurable media (online) and decline in traditional media. The decline is not so much in TV as it is in Print. TV still dominates the ad market. Print (newspapers and magazines) is well positioned too, but in structural decline. Online is showing structural growth, entering the TOP 3 in Czech and Poland. In Czech, Online is even the second biggest medium. Top 3 in media spend per country 2008-2009 1 2 3 TV MAGAZINES ONLINE Czech TV MAGAZINES NEWSPAPERS Hungary TV MAGAZINES ONLINE Poland TV RADIO NEWSPAPERS Romania TV MAGAZINES OUTDOOR Russia TV MAGAZINES OUTDOOR CEE
  4. 4. CZECH REPUBLIC (+4%) Share of media , 2009 (*2) The media spend will grow 4% in 2009. Thanks to a 4% increase in TV and 24% in online. Print (newspapers and mags) is loosing out 3% each (*1). 17% (*2)TV dominates in 2009 with 45% of all media spend. Online has grown to the 5% 2nd position, taking a 17% share. That puts Czech in the top position for digital 45% spend in CEE next year. 14% (*3) When we look at the historical data (2006-2009), we see that TV remains a stable market leader, Radio and Outdoor is decreasing a little (-2%), Print is 12% 7% going down with 4% and Online doubles. That puts Czech in the forefront for Online. And not only in CEE.17% Market share for online puts it close to the 20% in the UK and beats the numbers for France and Germany. TV RADIO NEWSPAPER MAGAZINE OUTDOOR ONLINE Evolution share of media, 2006-2009 (*3) Total media spend 2008-2009, mio USD (*1) 50,0 2008 2009 Index 534 553 104 TV 37,5 80 80 100 RADIO 156 151 97 NEWSPAPER 177 171 97 MAGAZINE 25,0 66 67 101 OUTDOOR 171 211 124 ONLINE 12,5 Total 1.184 1.234 104 0 2006 2007 2008 2009 TV RADIO NEWSPAPER MAGAZINE OUTDOOR ONLINE
  5. 5. Share of media , 2009 (*2) HUNGARY (-1%) Hungary is loosing 1% media spend compared to 2008. 7% When we look at the market share of all media, traditional media are in decline. 11% Except TV that is going up 4%. The biggest increase however goes to Online that takes 24% more budget than last year (*1). 41% Online stays however small compared to all other media. It only beats radio for 19% the time being. Again, TV leads with 41% SOM. Magazines and newspapers are number 2 and 3 (*2). 6% 17% The historical data are showing the reassuring position of TV, a decrease for all other media, except Online (*3). TV RADIO NEWSPAPER MAGAZINE OUTDOOR ONLINE Total media spend Evolution share of media, 2006-2009 (*3) 2008-2009, mio USD (*1) 50,0 2008 2009 Index HUNGARY TV 376 391 104 RADIO 58 56 96 37,5 NEWSPAPER 179 162 90 MAGAZINE 198 183 92 25,0 OUTDOOR 107 103 96 ONLINE 51 65 127 12,5 Total 969 959 99 0 2006 2007 2008 2009 TV RADIO NEWSPAPER MAGAZINE OUTDOOR ONLINE
  6. 6. Share of media , 2009 (*2) POLAND (+2%) The media spend in Poland increases with 2%. 10% TV remains stable (-1% vs 2008), Online is the biggest winner (+28%). Newspaper loose 3%. All the other media remain stable or win a little. The 9% GroupM numbers also show cinema (only for Poland), going up with 9%. (*1) 2% As in the other countries, TV leads the pack with 49% SOM. Magazines follow 49% with 12%, Online is 3rd having 10%. (*2). 12% Looking at the historical data, it is again TV dominating and Magazines/ 10% Newspapers having the biggest drop. Since 2006, Online jumped from the 6st to the 3rd position. (*3) 8% TV RADIO NEWSPAPER MAGAZINE CINEMA OUTDOOR ONLINE Total media spend Evolution share of media, 2006-2009 (*3) 2008-2009, mio USD (*1) 60 2008 2009 Index POLAND TV 1.668 1.652 99 45 RADIO 252 259 103 NEWSPAPER 340 329 97 MAGAZINE 409 418 102 30 CINEMA 48 52 109 OUTDOOR 301 313 104 ONLINE 251 322 128 15 Total 3.269 3.346 102 0 2006 2007 2008 2009 TV RADIO NEWSPAPER MAGAZINE CINEMA OUTDOOR ONLINE
  7. 7. ROMANIA (+30%) Share of media , 2009 (*2) Romania is the big exception for next year. GroupM forecasts the adspend to 3% increase 30%. 4% 8% (*1) The biggest winner is Online (+67%). Next is Radio (+50%), followed by TV (+30). 8% (*2) TV is absolutely dominating the Romanian ad space with 63%. Next are Radio (14%) and Print (8%). 14% 63% Again, looking at the historical data, TV is remaining stable, Radio is growing, so is Online, Print is dropping. (*3) Online is the smallest medium in advertising spend. TV RADIO NEWSPAPER MAGAZINE OUTDOOR ONLINE Evolution share of media, 2006-2009 (*3) Total media spend 2008-2009, mio USD (*1) 70,0 2008 2009 Index ROMANIA TV 502 653 130 52,5 RADIO 97 145 150 NEWSPAPER 80 86 107 MAGAZINE 64 79 125 35,0 OUTDOOR 34 40 120 ONLINE 20 34 167 Total 797 1.038 130 17,5 0 2006 2007 2008 2009 TV RADIO NEWSPAPER MAGAZINE OUTDOOR ONLINE
  8. 8. RUSSIA (-11%) Share of media , 2009 (*2) While Romania is the biggest winner, Russia has the biggest decrease compared to the other countries (-11%). 7% 14% TV looses 9%, Newspapers 21%, Magazines 16% and Outdoor 18%. The online media that is growing is Online: +6%. (*1) Comparing the share of media for 2009, TV is clearly leading (52%), followed by 52% 16% Magazines (16%) and Outdoor (14%). Online is 4th with 7%. (*2) Historically, two media are gaining market share, TV and online. All the others 5% are in decline. (*3) 6% TV RADIO NEWSPAPER MAGAZINE OUTDOOR ONLINE Evolution share of media, 2006-2009 (*3) Total media spend 60 2008-2009, mio USD (*1) 2008 2009 Index RUSSIA TV 5.362 4.860 91 45 RADIO 609 578 95 NEWSPAPER 553 439 79 MAGAZINE 1.754 1.471 84 30 OUTDOOR 1.621 1.332 82 ONLINE 627 666 106 15 Total 10.526 9.346 89 0 2006 2007 2008 2009 TV RADIO NEWSPAPER MAGAZINE OUTDOOR ONLINE
  9. 9. wim.vermeulen@ogilvy.com skype: wim_vermeulen

×