by
1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. On...
• Media investments• Media mix• Biggest players• Sectors
30                    Ratecard     Net est.           25                                                                 +...
Television    Internet          Magazines   Radio    Newspapers      Outdoor        Cinema100%         7%                 ...
Major reshuffle among top 20 players is observed on Polish media market.Previous No.1 Unilever was dethroned by Aflofarm –...
COMPUTER & AUDIO VIDEO100%                                              HOUSEHOLD APPLIANCES, FURNITURE & DECORATION      ...
• Average Time Viewed• All time viewing• Commercial impact• Minutes sold• Nice to know
300280                                           2010    2011260240220200180160140120100      1   3   5   7   9 11 13 15 1...
All 16-49                                                                        TVP120%                                  ...
All 16-49                                            TVP130%                                                              ...
3,000,0002,500,000                                                                                                        ...
Advertising Seconds sold - total market7,000,0006,000,0005,000,0004,000,0003,000,0002,000,0001,000,000       0            ...
Advertising Seconds sold - TVP200,000180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000     0          1 2 3 ...
Advertising Seconds sold - TVN120,000100,000 80,000 60,000 40,000 20,000     0          1 2 3 4 5 6 7 8 9 10 11 12 13 14 1...
Advertising Seconds Sold - Polsat140,000120,000100,000 80,000 60,000 40,000 20,000     0          1 2 3 4 5 6 7 8 9 10 11 ...
Advertising Seconds Sold - AT Media4,000,0003,500,0003,000,0002,500,0002,000,0001,500,0001,000,000 500,000       0        ...
By the end of 2011 about 92Polish-language channelswere monitored by AGBNielsen Media Research
Program                      Audience     GRPs      Program                       Audience     GRPsRANCZO /SER.KOM.POL./  ...
• Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
5,000,000,000                                                 Full Year4,500,000,0004,000,000,000                         ...
500,000,000                                                              45,000450,000,000                                ...
1,000,000,000                                                                 140,000  900,000,000                        ...
1,000,000,000                                                               140000 900,000,000                            ...
„Polityka”Presspublica   Spółdzielnia Pracy
•   „Gala” was transformed from a weekly to biweekly magazine what made    average sales increase to 141 000 copies per mo...
Uważam Rze (Presspublica) – new opinion   New magazine for men from Novemberforming weekly magazine, from Feb 2011        ...
600000         Fakt   SuperExpress   Gazeta Wyborcza   Dziennik Gazeta Parwna   Rzeczpospolita5000004000003000002000001000...
Polityka   Wprost   Gośd Niedzielny   Uważam Rze   Newsweek   Przekrój   Angora400,000350,000300,000250,000200,000150,0001...
• Investments• Seasonality• Market shares• Ad types• ooh nice to know
1,600,000,000                                                 Full Year1,400,000,0001,200,000,0001,000,000,000            ...
130,000,000120,000,000110,000,000100,000,000 90,000,000 80,000,000 70,000,000                                             ...
2009                             2010                             Jan-Dec 2011                        AMS                 ...
800Millions           700                                      Jan-Dec 2009   Jan-Dec 2010   Jan-Dec 2011           600   ...
frontlight 12x3 m   frontlight 12x4 m      backlight 6x3 m               standard 12m2    frontlight 6x3 m      CLP       ...
EURO 2012 football Championship will be in June.It is expected to achieve better sales results in the second rather than i...
On the occasion of 155 anniversary of the brewery Zywiec, the Limited Edition Bock BeerZywiec appeared on the market. That...
In January in Zakopane stood cube with the latest model of BMW xDrive. The campaign wasbacked up with the exhibition on 12...
800,000,000                                   Full Year700,000,000600,000,000                                             ...
100,000,000 90,000,000 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000                       ...
CLOTHING & ACCESSORIES                                                  PHARMACEUTICAL PRODUCTS, MEDICINE100%             ...
Jan-Dec 2011        2009                       2010                MULTIKINO                 MULTIKINO                    ...
45,000,000                                         Full Year40,000,000                                -4%                 ...
6,000,0005,000,0004,000,0003,000,0002,000,0001,000,000                   2011   2010   2009       0            Viewers mor...
2,3 M.          1,7 M.          1,5 M.          1,4 M.   1,2 M.                       1,2 M.      1 M.           0,9 M.   ...
Trójmiasto                    Szczecin                         Olsztyn                                Bydgoszcz           ...
• Investments• Seasonality• Media owners• Media shares• Radio – nice to know
Full Year2,500,000,000                                                                             3,119,219,0512,000,000,...
340,000,000290,000,000240,000,000190,000,000140,000,000 90,000,000                                                2009    ...
AFLOFARM                          99,1%                                        364                                        ...
Market share   Daily reach                                                                   32%                          ...
2009   GRUPA RMF                   2010   GRUPA RMF                   Jan-Dec 2011                                        ...
2009                       2010                  Jan-Dec 2011                         RMF FM                     RMF FM   ...
1. New radio packages : Audytorium Premium (17 regional stations of Polish Radio and 6 more regional stations) – January ...
10 mln                       9 mln                       8 mln        Daily reach                       7 mln             ...
--1, 5 %                         10.8       10.7                                                                          ...
Daily reach (mln)                                                                                Share of market (%)      ...
Radio stations                                                                                              Radio groups  ...
NEW MEDIA                         TRADITIONAL MEDIA„Internet is the first medium where I                                  ...
Ratecard expenditures (Mio)                                                                 Polish Internet in numbers:2,5...
Find us on Facebook           • We are boasting about! Our Clients:             Lays, Unilever, Polkomtel, Sony qualified ...
Media Direction Group webpage:www.mediadirection.com.pl                         In case You have any further questions    ...
Media landscape updater - 2011 summary
Media landscape updater - 2011 summary
Media landscape updater - 2011 summary
Media landscape updater - 2011 summary
Media landscape updater - 2011 summary
Media landscape updater - 2011 summary
Media landscape updater - 2011 summary
Media landscape updater - 2011 summary
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Media landscape updater - 2011 summary

  1. 1. by
  2. 2. 1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising
  3. 3. • Media investments• Media mix• Biggest players• Sectors
  4. 4. 30 Ratecard Net est. 25 +5% +4% +18% 20 +3% 28.27 15 26.97 26.01billions 22.07 21.46 10 +0,5% -8% +4% +3% 5 7.68 7.55 7.51 7.29 7.03 0 2008 2009 2010 2011 2012 Advertisers invested 10% more in press vs. Jan-June 2010, but bought In 2011 media market net expenditures increased by ca. 3% (net expenditures). We by this in 2012 is expenditures shall rise 2009) only 5% ads moreestimateperiod (itnet still less by 1% than in only by 0,5%. Source: Kantar Media, OMD estimations
  5. 5. Television Internet Magazines Radio Newspapers Outdoor Cinema100% 7% 8% 7% 6% 6%90% 8% 8% 7% 10% 9%80% 8% 8% 9% 9% 8%70% 11% 11% 11% 10% 13%60% 15% 16% 17% 18% 12%50%40%30% 48% 48% 49% 47% 48%20%10% 0% 2008 2009 2010 2011 2012 Internet is the fastest developing medium in Poland taking second rank in media spend. Source: Kantar Media, net net expenditures
  6. 6. Major reshuffle among top 20 players is observed on Polish media market.Previous No.1 Unilever was dethroned by Aflofarm – marketer No. 8 in 2010and No. 14 in 2009. Source: Kantar Media, ratecard expenditures
  7. 7. COMPUTER & AUDIO VIDEO100% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 5% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES 4% 5% 4% 4% TRAVEL / TOURISM / HOTELS & RESTAURANTS 80% 6% 6% 5% 7% 6% CLOTHING & ACCESSORIES 7% 8% 7% BEVERAGES & ALCOHOLS 7% 60% 7% 6% 7% LEISURE 10% 8% 10% AUTOMOTIVE 8% 9% 40% 8% OTHERS 9% 9% MEDIA, BOOKS, CDs AND DVDs 11% 14% 12% FINANCIAL 20% 13% HYGIENE & BEAUTY CARE 12% 14% RETAIL 15% 0% 13% PHARMACEUTICAL PRODUCTS, MEDICINE TELECOMS 2009 2010 FOOD Jan-Dec 2011 For the last three years top 3 sectors are: food, medicines and telecoms. Source: Kantar Media
  8. 8. • Average Time Viewed• All time viewing• Commercial impact• Minutes sold• Nice to know
  9. 9. 300280 2010 2011260240220200180160140120100 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 Due to the structure of the Polish society (70% of them living in small cities and villages) TV is still well consumed (over 3h 20min per day). Source: AGB Nielsen Media Research
  10. 10. All 16-49 TVP120% TVP218% Polsat16% TVN14% TVP thematic (7)12% Polsat thematic (11)10% TVN thematic (10) AtMedia (52)8% Discovery (8)6% TVP34% TV42% TVN7 other cab/sat0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 We can observe decrease of shares of mainstream channels - TVN and Polsat. The increase of the share of thematic channels is caused by unattractive offer of big channels broadcast programming during winter months. Source: AGB Nielsen Media Research
  11. 11. All 16-49 TVP130% TVP2 Polsat25% TVN20% TVP thematic (7) Polsat thematic (11)15% TVN thematic (10)10% AtMedia (49) Discovery (7)5% TVP3 TV40% 1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031323334353637383940414243444546474849505152 TVN7 Polsat nad TVN have the highest share among TV market. At Media is between TVP1 and TVP2. Source: AGB Nielsen Media Research
  12. 12. 3,000,0002,500,000 +3% +7%2,000,000 +8% +13% +2%1,500,000 +9% -4% +12% +14%1,000,000 +12% +20% 500,000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 GRP’s level dynamics slows down visibly in recent years (+3%) in 2011 YoY. Source: AGB Nielsen Media Research, TG: ALL 16-49
  13. 13. Advertising Seconds sold - total market7,000,0006,000,0005,000,0004,000,0003,000,0002,000,0001,000,000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 2006 2007 2008 2009 2010 2011 Over 20% more seconds were sold by broadcasters in 2011. Source: AGB Nielsen Media Research
  14. 14. Advertising Seconds sold - TVP200,000180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 2006 2007 2008 2009 2010 2011 In the last quarter of 2011 TVP (TVP1 & TVP2) had less inventory than in the 3td one. It exceeded 90 000 seconds per week. In the end of the year intensity of campaigns falls, as usually. Source: AGB Nielsen Media Research
  15. 15. Advertising Seconds sold - TVN120,000100,000 80,000 60,000 40,000 20,000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 2006 2007 2008 2009 2010 2011 Seconds sold is lower during the winter months what reflects traditional seasonality on Polish media market. The 4Q of 2011 was worse for TVN in comparison to the same period in previous years. That may be caused by crisis on the markets. Source: AGB Nielsen Media Research
  16. 16. Advertising Seconds Sold - Polsat140,000120,000100,000 80,000 60,000 40,000 20,000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 2006 2007 2008 2009 2010 2011 Polsat increased their inventory to the sell out limit (which is 12 minutes per hour). There is no big disproportion between winter months and the rest of the year. Source: AGB Nielsen Media Research
  17. 17. Advertising Seconds Sold - AT Media4,000,0003,500,0003,000,0002,500,0002,000,0001,500,0001,000,000 500,000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 2006 2007 2008 2009 2010 2011 At Media as a broker modifies their portfolio regularly. The more stations are included in the package the more inventory may be sold. Source: AGB Nielsen Media Research
  18. 18. By the end of 2011 about 92Polish-language channelswere monitored by AGBNielsen Media Research
  19. 19. Program Audience GRPs Program Audience GRPsRANCZO /SER.KOM.POL./ 3 067 081 16,73% M JAK MILOSC /TELENOW.POL./ 3 318 071 18,09%MECZ TOWARZYSKI PILKI TELEKAMERY TELETYGODNIANOZNEJ /TRANSMISJA/ 2 787 814 15,20% 2011 - WIECZOR GALOWYWIADOMOSCI 2 575 760 14,05% /RELACJA/ 2 686 742 14,65%BENEFIS ADAMA MALYSZA KULISY SERIALU M JAK MILOSC 2 368 017 12,91%/PROG.ROZ./ 2 546 629 13,89% MISTRZOSTWA SWIATASPORT /SERWIS SPORT./ 2 352 357 12,83% MEZCZYZN W PILCE RECZNEJ /TRANSM./ 2 196 645 11,98% BITWA NA GLOSY / ZAPOWIEDZ/ 2 162 746 11,79% Program Audience GRPsProgram Audience GRPs X FACTOR /PROG.ROZR.POL./ 3 033 737 16,54%WYDARZENIA 3 182 845 17,36% FAKTY 2 358 972 12,86%KEVIN SAM W NOWYM JORKU 2 368 650 12,92% MAM TALENT! / PROGR./ROZR./ 2 318 042 12,64%KEVIN SAM W DOMU 2 263 091 12,34% PRZEPIS NA ZYCIEMUST BE THE MUSIC - TYLKO /SER.KOM.OBYCZ.POL./ 1 985 831 10,83%MUZYKA /PROGR.ROZR.POL./ 2 230 823 12,17% GALIMATIAS CZYLI KOGELKSW 17 - ZEMSTA /REP.POL./ 2 164 358 11,80% MOGEL II /KOM.POL./ 1 944 028 10,60% Source: AGB NMR
  20. 20. • Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
  21. 21. 5,000,000,000 Full Year4,500,000,0004,000,000,000 4,739,082,125 4,452,430,0983,500,000,0003,000,000,000 4,402,244,7082,500,000,0002,000,000,0001,500,000,0001,000,000,000 500,000,000 0 2009 2010 2011 Advertisers invested 10% over 6% more in vs. Jan-Junethe same period of In 2011 advertisers invested more in press comparison to 2010, but bought only 5% ads more by this period last offers less by 1% the ratecard 2010. Free emissions and beneficial (it is still might cause than in 2009) growth, however it may not translate into significant increase of net expenditures. Source: Kantar Media
  22. 22. 500,000,000 45,000450,000,000 40,000400,000,000 35,000 Investments I - XII350,000,000 2009 30,000 Investments I - XII300,000,000 2010 25,000250,000,000 Investments I - XII 2011 20,000200,000,000 Insertions I - XII 15,000 2009150,000,000 Insertions I - XII 10,000 2010100,000,000 5,000 Insertions I - XII 50,000,000 2011 - - 1 2 3 4 5 6 7 8 9 10 11 12 Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period (it is vs. 2010,by 1% than same number of Advertisers invested 6% more in press still less but bought in 2009) ads by this period (it is still less by 2% than in 2009). Source: Kantar Media
  23. 23. 1,000,000,000 140,000 900,000,000 120,000 800,000,000 700,000,000 100,000 600,000,000 80,000 Investments Jan-Dec 500,000,000 2009 400,000,000 60,000 Investments Jan-Dec 300,000,000 40,000 2010 200,000,000 20,000 Investments Jan-Dec 100,000,000 2011 0 - Insertions Jan-Dec 2009 Insertions Jan-Dec 2010 Insertions Jan-Dec 2011 We observe significant increase of expenditures on Media, Books, CD’s, Hygiene & Beauty care and Financial sector. On the other hand Automotive sector, Retail and Food are rather pulling back from print media. Source: Kantar Media
  24. 24. 1,000,000,000 140000 900,000,000 120000 800,000,000 Investments Jan-Dec 2009 700,000,000 100000 600,000,000 Investments Jan-Dec 80000 2010 500,000,000 400,000,000 60000 Investments Jan-Dec 2011 300,000,000 40000 200,000,000 Insertions Jan-Dec 20000 2009 100,000,000 0 0 Insertions Jan-Dec 2010 Insertions Jan-Dec 2011 Agora is no1 Publisher, but it’s loosing its potential. Bauer increases its revenues even by 38%. Source: Kantar Media, M&MP
  25. 25. „Polityka”Presspublica Spółdzielnia Pracy
  26. 26. • „Gala” was transformed from a weekly to biweekly magazine what made average sales increase to 141 000 copies per month.• In March the first special issue of „Party” – „Party Style” appeared on the market.• In February an opinion forming weekly magazine „Uważam Rze” appeared. Contemporary it has the second place among weeklies opinion.• In July 2011 a new monthly scientific magazine „Świat Wiedzy” was launched by Bauer. In September G+J launched a similar title: „Sekrety Nauki”.• Magazine „Top Gear” previously published by Burda Media, has a new owner – Ringier Axel Springer.• People magazine „Flesz” (Edipresse publisher) appeared in October – the first 3 editions were sold in 500 000 copies.• In order to attract new customers Publishers turn to new solutions like e-editions on tablets (Rzeczpospolita, Super Express, gazeta Wyborcza, Newsweek, Polityka, etc)
  27. 27. Uważam Rze (Presspublica) – new opinion New magazine for men from Novemberforming weekly magazine, from Feb 2011 2011 – publisher Ginza Group Debut of business weekly magazine in In October 2011 magazine Cars vanishedSeptember 2011 – publisher AWR Wprost from the market – publisher Zwierciadło „Życie Warszawy” published by New „people magazine” from October Presspublica was closed in December 2011 – publisher Edipresse Group 2011. From Dec. 2011 title is only a supplement to Rzeczpospolita
  28. 28. 600000 Fakt SuperExpress Gazeta Wyborcza Dziennik Gazeta Parwna Rzeczpospolita500000400000300000200000100000 0 „Fakt” (tabloid) is constantly the leader among dailies, the second is „Gazeta Wyborcza” (nationwide opinion forming title). Generally, for the last years we observe a slight decrease in dailies readership. A significant increase was only visible in April 2010 after Smolensk plane crash. Source: ZKDP
  29. 29. Polityka Wprost Gośd Niedzielny Uważam Rze Newsweek Przekrój Angora400,000350,000300,000250,000200,000150,000100,000 50,000 0 Angora is the leader among weekly reviews. We do not observe a significant decline of readership in this group of titles. „Przekroj” notes a slight decline. „Gość Niedzielny” – catholic weekly, has high position among others weekly reviews. „Uważam Rze” notes very high readership – on the same level as „Polityka”. Source: ZKDP
  30. 30. • Investments• Seasonality• Market shares• Ad types• ooh nice to know
  31. 31. 1,600,000,000 Full Year1,400,000,0001,200,000,0001,000,000,000 1,246,985,893 1,229,508,066 1,185,675,851 800,000,000 600,000,000 400,000,000 200,000,000 0 2009 2010 2011 In 2011 advertisers invested over 5% more in comparison to the same period of 2010 (on the ratecard basis). Source: Kantar Media
  32. 32. 130,000,000120,000,000110,000,000100,000,000 90,000,000 80,000,000 70,000,000 2009 2010 2011 60,000,000 50,000,000 40,000,000 1 2 3 4 5 6 7 8 9 10 11 12 We observe a typical seasonality of media expenditures, with peak months from March till June and from September till December. Source: Kantar Media
  33. 33. 2009 2010 Jan-Dec 2011 AMS AMS AMS STROER POLSKA STROER POLSKA STROER POLSKA 14% 15% 15% CITYBOARD CITYBOARD MEDIA 31% 31% 32% CITYBOARD MEDIA MEDIA 12% CLEAR CHANNEL 10% CLEAR CHANNEL 10% POLAND 10% POLAND 11% NEWS OUTDOOR NEWS OUTDOOR 16% CLEAR CHANNEL POLAND 14% 18% 19% POLAND POLAND Others 15% Others 27% OthersOutdoor market is consolidated. Over 85% of the market is held by 4biggest media owners.AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with27% share is on the second position.. Source: Kantar Media
  34. 34. 800Millions 700 Jan-Dec 2009 Jan-Dec 2010 Jan-Dec 2011 600 500 400 300 200 100 - Frontlight Citylight Billboard Backlight Investments on Billboards are decreasing, but we can also observe growth of expenditures on Citilights (by 16%) and Frontlights. Source: Kantar Media
  35. 35. frontlight 12x3 m frontlight 12x4 m backlight 6x3 m standard 12m2 frontlight 6x3 m CLP backlight 8x4 m backlight scroll 9m2 25,000 23,5361,800 1,705 21,6201,600 1,571 20,367 20,0001,400 1,3211,200 15,0001,000 800 10,000 600 400 5,000 200 0 0 XII 2009 XII 2010 XII 2011 XII 2009 XII 2010 XII 2011 Number of standard billboards (12m2) significantly decreases in the last few years. In 2011 still the most popular formats were Frontlights 6x3m and Citylights (1,2x1,8m).
  36. 36. EURO 2012 football Championship will be in June.It is expected to achieve better sales results in the second rather than in the first half of theyear.Probably the profitability of individual companies Out Of Home will increase.Very important will be settle in the advertising business in Warsaw and Wroclaw (tender forbus shelters should be solved).Perhaps there will be a major shift in the use of so-called "road belt" for situatingadvertising media.
  37. 37. On the occasion of 155 anniversary of the brewery Zywiec, the Limited Edition Bock BeerZywiec appeared on the market. That is why residents of the largest Polish cities, can make a toast together with characters placed on a unique project on a 3D lenticular printing. http://www.youtube.com/watch?v=lXUXY_I-YpY&feature=player_embedded
  38. 38. In January in Zakopane stood cube with the latest model of BMW xDrive. The campaign wasbacked up with the exhibition on 12x4 structures. Additionally, throughout the month, 6 cars were available for test drive.
  39. 39. 800,000,000 Full Year700,000,000600,000,000 +7%500,000,000 709,250,418 +38% 663,837,150400,000,000 481,186,101300,000,000200,000,000100,000,000 0 2009 2010 2011 Advertisers invested over 7% more in 2011 vs. 2010 (considering monitored players: NAM and Multikino). Source: Kantar Media
  40. 40. 100,000,000 90,000,000 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 2009 2010 2011 10,000,000 0 1 2 3 4 5 6 7 8 9 10 11 12 In 2011 we observed two peaks in June and November. Source: Kantar Media
  41. 41. CLOTHING & ACCESSORIES PHARMACEUTICAL PRODUCTS, MEDICINE100% HYGIENE & BEAUTY CARE 1% 3% 3% 2% 3%90% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 5% 8% 5% RETAIL80% 4% 4% 6% TRAVEL / TOURISM / HOTELS & RESTAURANTS 11% 7%70% 10% OTHERS 7% 8% 5%60% COMPUTER & AUDIO VIDEO 8% 8% 11% FINANCIAL50% 14% BEVERAGES & ALCOHOLS40% 16% 13% MEDIA, BOOKS, CDs AND DVDs30% 15% 17% AUTOMOTIVE 18%20% TELECOMS 20% FOOD10% 12% 14% LEISURE 0% In 2011 biggest sectors were Leisure, Food and Telecoms. Financial and Media sectors increase their shares, whereas Computer & Audio Video and Automotive sectors are rather in retreat. Source: Kantar Media
  42. 42. Jan-Dec 2011 2009 2010 MULTIKINO MULTIKINO MULTIKINO 25% NEW AGE MEDIA 35% NEW AGE MEDIA 44%75% 65% 56% NEW AGE MEDIA Polish cinema market is very consolidated – there are only 2 media owners which are monitored (third biggest player - Kinads). Share of Multikino revenues constantly grows for the last couple of years. Source: Kantar Media
  43. 43. 45,000,000 Full Year40,000,000 -4% +2%35,000,00030,000,000 39,199,530 38,357,648 37,497,42125,000,00020,000,00015,000,00010,000,000 5,000,000 0 2009 2010 2011 After weaker 2010 in 2011 we observe 2% growth of cinema audience, however it is still less by 2% than in record 2009. Source: NAM
  44. 44. 6,000,0005,000,0004,000,0003,000,0002,000,0001,000,000 2011 2010 2009 0 Viewers more often choose winter season, however tempted by spectacular productions also choose mid-season months. Source: NAM
  45. 45. 2,3 M. 1,7 M. 1,5 M. 1,4 M. 1,2 M. 1,2 M. 1 M. 0,9 M. 0,9 M. 0,8 M. There are three Polish productions on the podium.źródło: boxoffice.pl
  46. 46. Trójmiasto Szczecin Olsztyn Bydgoszcz Piła Gorzów Toruń Białystok Wlkp. Płock Poznań Warszawa Zielona Góra łódź Radom Lubin kalisz Piotrków Legnica częstochowa Trybunalsk Lublin wrocław i Opole Kielce Wałbrzy agl. katowicka ch B.-Biała Kraków Rzeszów• 27 cities • 36 cities• 37 cinemas • 62 cinemas• 237 screens • 500 screens
  47. 47. • Investments• Seasonality• Media owners• Media shares• Radio – nice to know
  48. 48. Full Year2,500,000,000 3,119,219,0512,000,000,000 2,478,233,145 2,110,299,4431,500,000,0001,000,000,000 500,000,000 0 2009 2010 2011 Radio market revenues increased by 26% in 2011 (on the net basis we estimate the increase on the level of up to 20%). We observe that in 4Q of 2011 the dynamic slowed down as a result of economic slowdown. Source: Kantar Media
  49. 49. 340,000,000290,000,000240,000,000190,000,000140,000,000 90,000,000 2009 2010 2011 40,000,000 1 2 3 4 5 6 7 8 9 10 11 12 We observe a typical seasonality of media expenditures, with peak months from March till June and from September till December. Source: Kantar Media
  50. 50. AFLOFARM 99,1% 364 METRO GROUP 40,6% 129 LIDL POLSKA SKLEPY SPOŻYWCZE 128,0% 74 EURO-NET WARSZAWA -8,7% 73 PTK CENTERTEL 58,1% 68 OLIMP LABORATORIES 250,9% 65 FIAT AUTO POLAND 34 16,6% POLSKA TELEFONIA CYFROWA 33 -7,8% POLKOMTEL 32 -41,4% TOTALIZATOR SPORTOWY 29 -1,4% CANAL+ CYFROWY 25 24,7 % LEKAM 23 14,8 % RENAULT POLSKA 23 3,5 % MERCEDES-BENZ POLSKA 21 100,1 % TESCO POLSKA 20 141,7 % GENERAL MOTORS POLAND 20 0,0 % NETIA 20 0,2 % EUROPLANT PHYTOPHARM 19 2011 2010 POLOMARKET 19 37,4 % KULCZYK TRADEX 19 Millions PLN 31,5 % 0 100 200 300 400 Aflofarm – the biggest player on the Polish market (regarding ratecard/net expenditures) is also most active in radio. Significant increase of radio expenditures is noted by Lidl and Metro Group.Source: Ad Expert 2011/2010 (ratecard, without autopromotion)
  51. 51. Market share Daily reach 32% 27% 26% 21% 14% 6% 10% 5% Musical formats of the broadcasting station: AC – Adult Contemporary (RMF, Zet) 28% CHR – Contemporary Hit Radio (Eska, RMF Maxxx) Oldies (Złote Przeboje, VOX) 25% Classic (RMF Classic, Chillout (ChilliZET) News & Talk (TOK FM) Rock (Antyradio, Eska Rock) Soft AC (Plus) Jazz/Funky/Chillout (PIN) All Polish (Wawa)Source: Raio Track Millword Brown SMG/KRC X-XII 2011, TG:All 15+
  52. 52. 2009 GRUPA RMF 2010 GRUPA RMF Jan-Dec 2011 2% GRUPA RMF 7% 3% EUROZET 8% 2% EUROZET 10% EUROZET GRUPA RADIOWA GRUPA RADIOWA 13% 29% TIME 12% 33% TIME 39% 12% GRUPA RADIOWA AGORA S.A. AGORA S.A. TIME 20% 17% 3% POLSKIE RADIO POLSKIE RADIO AGORA S.A. 26% 25% 20% Others Others OthersRadio market is consolidated. About 98% of the market is held by 5biggest media owners.Group RMF has the highest revenues (39% of radio market in Poland).Next on the podium is Eurozet, however losses its share. Source: Kantar Media
  53. 53. 2009 2010 Jan-Dec 2011 RMF FM RMF FM RMF FM ZET ZET 25% 27% PR 3 32% ZET PR 3 47% 43% 49% PR 1 PR 3 PR 1 22% 21% Others Others 17% PR 1 1% 3% 2% 3% 3% 5%For the last years RMF FM and Zet have been the biggest radio stationson Polish market.An important role is played by radio packages like: DrapaczChmur, Package Złote Przeboje, RMF na Maxxxa and others. Source: Kantar Media
  54. 54. 1. New radio packages : Audytorium Premium (17 regional stations of Polish Radio and 6 more regional stations) – January 2011 RMF 3D Extra (RMF 3D Extra + 18 regional stations) - January 2011 Highway FM (Time + Polish Radio PR1, PR-3, PR 4) - March 2011 O-Okularnik (Agora + Polish Radio Station PR -1, PR-3, PR-4) – July 20112. Radio Plus and Vox FM signed an agreement about creating a package of 19 stations calledRadio Plus – January 20113. There is new radio stations for children - Radio Bajka - June 20114. Radio ZET increased price of advertisements for the first time in the last three years – September 2011
  55. 55. 10 mln 9 mln 8 mln Daily reach 7 mln 6 mln 5 mln 4 mln 3 mln 2 mln 1 mln 0 mln 20 25 30 35 40 45 50 55 60 Age of the listenerSource: Raio Track Millword Brown SMG/KRC 2011
  56. 56. --1, 5 % 10.8 10.7 -- 1,8% 2010 2011 -- 1,2% 7.8 7.7 6.8 6.7 3,8% 4.5 4.6 2,7% 1.9 2.0 Grupa RMF Polskie Radio Eurozet Time Agora In 2011 Time and Agora noted the highest growth of daily reach (comparing to 2010) . Eurozet, RMF Group and Polskie Radio loose the audience.Source: Raio Track Millword Brown SMG/KRC; 2010 vs 2011
  57. 57. Daily reach (mln) Share of market (%) RMF FM 25.95% -2,9% 9,481 -5,0% RMF FM -0,9% ZET 16.17% 6,693 0,2% ZET -6,2% PR 1 -7,4% 11.90% PR 1 4,146 3,1% Eska 6,1% 7.56% ESKA 3,554 -0,3 % Audytorium 17 5.61% -0,3% Audytorium 17 2,574 4,4% PR 3 8.22% PR 3 2,757 9,8% 7,0% RMF MAXXX 3.17% 2,2% RMF MAXXX 1,606 1,355 3,3% Złote Przeboje 2.88%10,2% Złote Przeboje -3,9% Maryja 2.13% 7,7% Maryja 978 -17,0% Planeta 0.93% -21,8% Planeta 565 12,3% Eska Rock 1.54% 3,5% Eska Rock 747 0,5% TOK FM 1.30% -1,7% TOK FM 563 0.84% PLUS 393 -18,5% PLUS -9,4% -9,8% PR 2 0.64% PR 2 339 -14,7% Wawa 393 22,0% Wawa 0.81% 26,2% RMF Classic 0.75% RMF Classic 370 21,3% 19,2% 2,7% Antyradio 0.57% Antyradio 302 -6,3% Chilli Zet 216 5,4% Chilli Zet 0.45% 8,8% Roxy 0.20% 17,3% Roxy 121 4,3% 2011 2010 2011 2010 207 97,1% PR Czwórka 0.43% PR Czwórka 96,7% PiN 87 3,6% PiN 0.17% -2,7% 0 2,000 4,000 6,000 8,000 10,000 12,000 0% 5% 10% 15% 20% 25% 30%Source: Radio Track, Millward Brown SMG/KRC; 2010 vs 2011
  58. 58. Radio stations Radio groups 35% 40% RMF FM 30% 35% Grupa RMF Share in the time of listening Radio Zet 10,681 Share in the time of listening 25% 9,481 30% PR 1 Polskie Radio 8,647 25% 20% PR 3 20% Eurozet 15% 6,693 7,663 ESKA 15% 4,146 Time 10% 10% 4,661 Złote Przeboje 3,554 2,757 5% 5% Agora 1,969 RMF MAXXX 1,606 1,355 0% 0% 0 50 100 150 200 250 0 50 100 150 200 250 Avarage time of listening Avarage time of listening In 2011 the highest share in the time of listening was noted by RMF FM (on average over 172 minutes per day).Source: Raio Track Millword Brown SMG/KRC, share in the time of listening, avarage time of listening , daily reach (thousand) 2011
  59. 59. NEW MEDIA TRADITIONAL MEDIA„Internet is the first medium where I An important role is played by look for information” thematic channels (61%, 189 Aff.)
  60. 60. Ratecard expenditures (Mio) Polish Internet in numbers:2,500 Estimated expenditures for 2011 will exceed two billion2,000 PLN! 20 years of polish Internet1,500 18 Mio polish Internet users1,000 First half of year expenditures Annual expenditures 7,1 Mio users on polish Facebook 500 - 3,7 Mio users use mobile Internet 2008 2009 2010 2011 Display advertising continues to be a 14% of Poles have a smart phone leader, but Sem share is still Ad categories split growing up. 7,5 billion PLN spent in e-stores in 2011 Display More than 95% users watch video content Sem Digital is becoming medium nr 2 Classifieds Internet is the fastest developing medium in Poland taking E-mail second rank in media spend. This is a very cost efficient medium to reach various target audiences. Therefore while optimizing available budgets marketers turned to safe, proven and effective media avoiding experimentation Source: Ra port IAB AdEx 2010FY (IAB Pol ska/PwC)
  61. 61. Find us on Facebook • We are boasting about! Our Clients: Lays, Unilever, Polkomtel, Sony qualified to the final of Spoters Awards 2011
  62. 62. Media Direction Group webpage:www.mediadirection.com.pl In case You have any further questions concerning Media Landscape Updater, please contact Andrzej Piskorek piskorek@mediadirection.com.pl

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