Media landscape updater

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Media Landscape Updater is a slideshow that presents up to date situation at Polish advertising market

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Media landscape updater

  1. 1. by
  2. 2. 1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Internet news7. Inspiration Point
  3. 3. •Landscape•Media shares•Biggest players•Sectors
  4. 4. - 500,000,000 1,500,000,000 2,000,000,000 1,000,000,000 2,500,000,000 3,000,000,000 1,068,271,007 1 17% 1,104,554,275 1,294,758,599 1,290,483,093 2 22% 1,267,800,190 1,549,703,592 1,767,885,448 3 25% 1,795,310,933 2,251,702,753 1,771,221,813 4 -3% 1,749,101,860 1,699,530,067 1,932,280,949 25% 5 1,932,133,397 2,411,182,248 1,745,434,894 6 1,722,845,564 28% 2,208,593,182 1,113,480,383 7 26% 1,167,309,003 1,474,948,809 1,057,672,199 8 1,150,509,008 18% 1,353,463,297 1,895,116,855 9 1,901,587,330 18% 2,236,442,424 2,330,595,576 17% 10 2,290,643,164 2,672,720,569 2,225,929,480 11 2,309,267,177 1,723,756,630 12 1,964,998,370 Overall 2010 vs. 2009 growth is about 19%. We can observe significant growth of expenditures in October. Figures have exceed 2,6 billion PLN 2010 2009 2008Source: Expert Monitor, ratecard expenditures of advertising market
  5. 5. Television RadioNewspapers Magazines Jan-Oct 2010 Jan-Oct 2009 Outdoor Jan-Oct 2008 Cinema - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Million Cinema Outdoor Magazines Newspapers Radio TelevisionJan-Oct 2010 527,006,718 983,135,019 2,028,799,538 1,510,982,895 1,985,479,003 12,117,642,367Jan-Oct 2009 346,370,887 1,036,978,527 1,992,739,424 1,542,762,333 1,701,528,932 9,461,414,621 TV is much stronger than in previous years. Radio and Cinema are growing, while Print and Outdoor are in stagnation/downturn Source: Expert Monitor
  6. 6. ADVERTISER 2008 2009 1-10 2010 UNILEVER POLSKA 699 797 069 756 458 774 820 039 057 POLKOMTEL 419 988 184 573 991 272 534 900 692 PTK CENTERTEL 416 120 400 535 432 541 441 770 020 PROCTER & GAMBLE 516 288 178 426 515 160 423 260 818 POLSKA TELEFONIA CYFROWA 447 701 178 434 733 986 399 572 262 LOREAL POLSKA 366 379 204 473 064 469 398 338 902 NESTLE POLSKA 353 746 915 402 131 310 395 033 744 DANONE 231 606 128 278 912 885 341 743 182 AFLOFARM 152 412 438 220 613 984 339 337 870 P4 190 735 617 246 386 433 263 377 636 US PHARMACIA 231 102 946 314 639 744 254 921 353 METRO GROUP 276 207 745 311 664 888 250 838 124 FERRERO POLSKA 168 313 340 211 410 377 224 408 523 AGORA S.A. 281 164 240 268 552 048 211 716 458 COCA-COLA POLAND SERVICES 189 187 847 186 282 051 190 049 961 PEPSICO 180 597 852 197 894 912 180 400 813 GLAXOSMITHKLINE CONSUMER HEALTHCARE 164 007 947 187 715 121 152 180 388 PSA PEUGEOT CITROEN 124 294 092 110 266 927 149 171 368 MARS POLSKA 184 485 095 168 689 921 140 899 378 KRAFT FOODS 94 471 603 136 335 404 140 665 615Currently we can observe big race between telecoms.Unilever, Danone, Aflofarm, P4, Ferrero, Coca Cola, PSA Peugeot Citroen andKaraft have spent so far more that for the whole 2009 year Source: Expert Monitor
  7. 7. COMPUTER & AUDIO VIDEO100% CLOTHING & ACCESSORIES HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 5% 5% 80% 6% 5% TRAVEL / TOURISM / HOTELS & RESTAURANTS 6% 7% 6% 6% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES 9% 8% 6% 60% 6% LEISURE 9% 7% 6% BEVERAGES & ALCOHOLS 8% 8% 7% OTHERS 40% 10% 10% 10% AUTOMOTIVE 8% 9% 11% MEDIA, BOOKS, CDs AND DVDs 20% 13% 14% FINANCIAL 12% 13% RETAIL 14% 0% 16% HYGIENE & BEAUTY CARE 2008 PHARMACEUTICAL PRODUCTS, MEDICINE 2009 TELECOMS 1-10 2010 FOOD Just a few sectors grew in 2010 in relation to 2009. Pharmacy overtook hygiene & beauty care. Source: Expert Monitor
  8. 8. •All time viewing•Commercial impact•Minutes sold
  9. 9. 25% TVP1 All 16-49 TVP220% Polsat TVP315% TVN7 TVN TV410% AtMedia Polsat thematic5% TVN24 Discovery0% other cab/sat 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 First news about President Lech flood Kaczynski’s funeral TVN catches audience thanks to attractive programming Source: AGB Research Nielsen
  10. 10. 70% All 16-49 TVP160% TVP250% Polsat TVP340% TVN7 TVN30% TV4 AtMedia20% Polsat thematic TVN2410% Discovery0% other cab/sat 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 President Lech Kaczynski’s funeral Commercial breaks are sold out to the maximum and as a result the whole year share of channels is similar. Source: AGB Research Nielsen
  11. 11. 6,000,000 2006 2007 2008 2009 20105,000,0004,000,0003,000,0002,000,0001,000,000 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 For most of the year sell out is oscilating around 5 million seconds Source: AGB Research Nielsen
  12. 12. 2006 2007 2008 2009 2010250,000200,000 193,264150,000100,000 50,000 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 52TVP availables more and more of their resources during the year. Source: AGB Research Nielsen
  13. 13. 2006 2007 2008 2009 2010120,000 108,305 108,599100,000 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 52TVN can sell maximally about 110 k seconds per week. Source: AGB Research Nielsen
  14. 14. 2006 2007 2008 2009 2010140,000120,000 113,004 114,495100,000 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 52Polsat seems to be maximally loaded with commercial content each year, however by the end of the year stationmade more resources accesible Source: AGB Research Nielsen
  15. 15. 2006 2007 2008 2009 20103,000,0002,500,0002,000,0001,500,0001,000,000 500,000 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 52At Media as a broker modifies their portfolio each year and increases their sell out up to 2600-2700 k seconds. Source: AGB Research Nielsen
  16. 16. 10% 40% 50% 60% 70% 80% 90% 100% 0% 20% 30% 1 27% 22% 42% 9% 2 28% 23% 40% 8% 3 29% 23% 40% 8% 4 29% 23% 40% 8% 5 30% 22% 40% 8% 6 28% 23% 40% 9% 7 29% 22% 41% 8% 8 29% 22% 40% 9% 30% 22% 41% 7% 30% 22% 41% 8% 29% 22% 42% 7% 29% 21% 43% 8% 29% 21% 42% 8% 29% 21% 42% 8% 21% 28% 43% 8% 31% 19% 41% 8% 31% 19% 40% 9% 32% 21% 39% 8% 30% 20% 40% 9% 31% 20% 40% 9% 30% 20% 40% 10% 32% 18% 40% 10% 29% 19% 42% 10% 30% 18% 42% 9% 30% 18% 42% 10% half of the day 29% 17% 41% 13% 29% 17% 42% 11% 32% 18% 39% 11% 31% 19% 40% 10% 31% 18% 40% 10% 31% 18% 40% 11% 31% 17% 41% 10% 30% 19% 41% 10% 30% 19% 41% 10% 29% 20% 42% 9% 29% 20% 42% 9% 29% 20% 42% 9% 28% 20% 42% 10% 30% 21% 40% 9% 28% 21% 43% 8% 28% 22% 41% 9% 27% 23% 41% 9% 28% 22% 41% 9% 31% 23% 39% 7% 31% 22% 38% 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 28% 24% 40% 8%Source: AGB Research Nielsen Day Time Late Night By the end of the year more commercial time sold in first Prime Time Early Fringe
  17. 17. 100% 00:03:30 00:03:1590% 00:03:00 00:02:4580% 00:02:30 00:02:1570% 00:02:00 00:01:4560% 00:01:30 00:01:1550% 00:01:00 00:00:5040% 00:00:45 00:00:40 00:00:3530% 00:00:30 00:00:2520% 00:00:20 00:00:1510% 00:00:10 00:00:08 0% 00:00:05 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 00:00:01 About 50% of GRPs is generated by 30” spots Source: AGB Research Nielsen
  18. 18. •Seasonality•Players and sectors•Publishers
  19. 19. 600,000,000 60,000500,000,000 50,000400,000,000 40,000 Investments 2008 Investments 2009300,000,000 30,000 Investments 2010 Insertions 2008200,000,000 20,000 Insertions 2009 Insertions 2010100,000,000 10,000 - - 1 2 3 4 5 6 7 8 9 10 11 12 Starting from May, advertisers spend more on press advertising. Also number of pages sold is slightly higher Source: Expert Monitor
  20. 20. 90,000,000 1400080,000,000 1200070,000,000 1000060,000,00050,000,000 800040,000,000 600030,000,000 4000 Investments 200820,000,000 2000 Investments 200910,000,000 0 0 Investments 2010 Insertions 2008 Insertions 2009 Insertions 2010 The strongest press sectors are retail, telecoms and automotive. Retail seems to spend more on press advertising and get similar no of insertions Source: Expert Monitor
  21. 21. 800,000,000 120,000700,000,000 100,000600,000,000 80,000500,000,000400,000,000 60,000300,000,000 40,000200,000,000 Investments 2008 20,000 Investments 2009100,000,000 - - Investments 2010 Insertions 2008 Insertions 2009 Insertions 2010 Most of sectors is decreasing advertising spends on press. Source: Expert Monitor
  22. 22. 12000000 16000 1400010000000 1200080000000 1000060000000 8000 6000 Revenues 200840000000 4000 Revenues 200920000000 2000 Revenues 2010 0 0 Pages sold 2008 Pages sold 2009 Pages sold 2010 In the group of top 5 publishers only Axel Springer sold less than in previous years. Source: Expert Monitor
  23. 23. 90000000 14000080000000 12000070000000 1000006000000050000000 8000040000000 6000030000000 Revenues 2008 4000020000000 Revenues 200910000000 20000 Revenues 2010 0 0 Pages sold 2008 Pages sold 2009 Pages sold 2010 Agora is the leader, but it’s sale is constantly getting worse. The most dynamic Publisher is Bauer – it keeps similar level of pages sold through years, and increased income Source: Expert Monitor
  24. 24. -20% -15% -10% -5% 0% 5% 10%121110 -5%9 6%8 -6% 20107 -7% 20096 -3% 20085 -3%4 1%3 -11%2 -16%1 -14% 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 Outdoor expenditures were relatively smaller for first 3 months of the year. Stable situation in April/May might be caused by President’s election campaigns Source: Expert Monitor
  25. 25. October 2008 October 2009 October 2010 AMS STROER POLSKA 16% 13% 16% 28% 10% 32% 31% CITYBOARD MEDIA 12% 10% 11% 10% 11% NEWS OUTDOOR 18% 16% POLAND 16% 16% 18% 16% CLEAR CHANNEL POLAND Jan - Oct 2008 Jan - Oct 2009 Jan - Oct 2010 AMSFlash news: STROER POLSKA 15% 14% 15% 28% 31% 30% CITYBOARD MEDIAStroer bought News Outdoor 10% 10% 10%Poland, so we can expect 11% 20% 12% 12% NEWS OUTDOOR 18% POLANDchange in general relation in 16% 15% 18% 15% CLEAR CHANNEL POLANDupcoming months The relation between biggest media owners doesn’t change much in October. General pattern is also very similar each year Source: Expert Monitor
  26. 26. 350,000,000300,000,000250,000,000200,000,000 Jan - Oct 2008150,000,000 Jan - Oct 2009 Jan - Oct 2010100,000,000 50,000,000 - AMS STROER POLSKA CITYBOARD MEDIA NEWS OUTDOOR CLEAR CHANNEL POLAND POLAND Revenues of all biggest players decreased Source: Expert Monitor
  27. 27. 700,000,000600,000,000500,000,000400,000,000 Jan - Oct 2008 Jan - Oct 2009300,000,000 Jan - Oct 2010200,000,000100,000,000 - Frontlight Billboard Citylight Backlight Sales of all OOH vehicles dropped. Expenditures on citilights almost did not change Source: Expert Monitor
  28. 28. 9000000080000000700000006000000050000000 200840000000 200930000000 20102000000010000000 0 1 2 3 4 5 6 7 8 9 10 11 12 2010 seems to create new seasonality pattern. Source: Expert Monitor
  29. 29. 201090,000,00080,000,00070,000,00060,000,00050,000,00040,000,00030,000,00020,000,00010,000,000 0 1 2 3 4 5 6 7 8 9 10 11 12 The biggest expenditures peaks related to big and awaited premierres: Prince of Persia, Shrek Forever, Eat, Prey and Love or Twilight Saga: Eclipse Source: Expert Monitor
  30. 30. 0% 0% 1% 0% 1% 3% 2% 1% 1% 2% 4% 2%100% 1% 2% 3% 2% 4% 3% 4% 4%90% 2% 4% 5% 5% 8% 4% 6%80% 8% 7% 11% 2%70% 5% 11% 10%60% 12% AUTOMOTIVE, 6% AUTOMOTIVE, 12%50% AUTOMOTIVE, 5% TELECOMS TELECOMS TELECOMS 17% 13%40% 14% LEISURE LEISURE LEISURE30% 6% 14% 14%20% FOOD FOOD FOOD 23% 17% 18%10% 0% Jan - Oct 2008 Jan - Oct 2009 Jan - Oct 2010 Food sector is most active in cinema advertising each year. Telecoms sector decreased it’s share, while Automotive share is growing Source: Expert Monitor
  31. 31. Jan - Oct 2008 Jan - Oct 2009 Jan - Oct 2010 BEST MARKETING 1% PROMOTION MULTIKINO MULTIKINO AGENCY 29% 24% 32% MULTIKINO NEW AGE MEDIA NEW AGE MEDIA70% 68% 76% NEW AGE MEDIA Polish cinema market is very consolidated – there are only 2 media owners which are monitored Source: Expert Monitor
  32. 32. Almost every Polish internet user used online video services – indicatesreport made by Gemius. Only each fifth internet user wants to pay forwatching videoGemius shows, that almost every Polish internet user had contact with video services. Videoservices are most popular – 94 percent of users had contact with them – Internet Televisionis less popular – half of users watched video materials there.Percentage of users using those type of services every day raises consistently. Multimedia inthe net most of all means relax for users. Thats why music, humor and entertainmentmaterials are most commonly viewed. Gemius observes also growth of informationmaterials popularity – internet users like to be well informed.But users don’t want to pay for video in internet. Only each fifth is ready to pay for watchingmultimedia materials. Internet cinemas and video rentals users are most willing to pay forrequested materials. Video services users are most unwilling to do so.Payment via SMS was most popular method among all services with video.
  33. 33. Every third internet user listening to radio does it using mobile phone – indicates Radio Track study. This year there are about one million mobile listeners more than last yearEvery third study participant declares, that he listens radio through his mobile phone.Accordingly to Radio Track calculation – there are over 9 million people listening to mobileradio.In Q1, when survey was made for the first time the result was 27,8 percent – which makesabout 8,4 million people.Not only young people are listening to radio using mobile phones – its also popular amongadults. 36,7 percent of all users are 25-39 years old, every third is 15-24 years old and 23.5percent is 40-59 year old. Most of them are men (over half of the answers), they havesecondary (48,2 percent) or higher education (every fourth).Survey indicates also, that every tenth listener uses his MP3 or MP4 device to receipt radiotransmission. Last research shows that percentage is now 13,9 percent, what makes 4,2million people
  34. 34. Gartner estimates, that every fifth business user will contact his client not viamail, but via social services before until 2014. This communication will be ledmobile Gartner Analysts indicate, that microbloging is going to be more popular, but not only when it comes to client- company communication, but also within internall communication. Companies will be using emails and social services simultaneously. Difference between tradicional email and communication using social media weakens. Email will be used as a direct contact channel and social services will be its completion on a larger scale – says Monica Basso, Gartners Reasearch vicepresident . - Previously email was the basic form of contact, but in following years it’s going to change. Communicators, companies accounts in social media and smart phone applications will gain importance. Until 2012 mobile applications like calendars, communicators or contact lists will be more ‘social’ and companies will be working in clouds – estimates Gartner. Two biggest deliverers- Microsoft and Research in Motion (RIM) – wil have 80 percent market share until 2012 end. Actually market consolidates around those two deliverers
  35. 35. Gelangweilt? Bewerben Sie sich bei uns. (Bored? Inquire about a job with us). Unter Uns. Bei uns können Sie mehr verdienen.(Between us, with us you can earn more). “Entdeckt! Sie haben test fur einen Job bei uns bestanden”. (Discovered! You havepassed test number one for a job with us). Supreme Security, a private international security company in Switzerland, used metal tablets smuggled through baggage scanners to recruit new employees. Working with Advico Y&R the company outfitted employees who regularly travel abroad with a metal tablet that they placed in their hand luggage. Machined into the tablet was a written job offer which the person at the security check could read on the baggage scanner. Baggage security staff at national and international airports around Europe were constantly exposed to the offer. Supreme Security has had no trouble filling vacant positions. About a third of the people asked in job interviews said they were made aware of Supreme Security by the action. The campaign won Gold at the One Awards, Gold at the Epica Awards, along with Bronze Promo Activation and Media Lions at Cannes
  36. 36. The Museum of London and Brothers & Sisters have won theinteractive Epica d’Or at the 2010 Epica Awards for“StreetMuseum“, an iPhone app which integrates art and photographywith the streets of London. The app uses geo tagging and GoogleMaps to guide users to sites in London where historical images of thecity appear on the iphone screen. Download the app from iTunes.Users are encouraged to visit the Museum of London’s new Galleriesof Modern London and discover the story of the world’s greatest cityand its people, and to buy prints of the images online atwww.museumoflondon.org.uk.
  37. 37. Unilever has teamed up with Interactive YouTube video team Chad, Matt and Rob to promote three new Axe shampoo brands in “Virtual Hair“. Chad arrives at a surprise party pulled by Rob and Matt only to get them involved in an adventure fueled by Axe shampoo. Viewers are invited to help the guys save the world from aliens in a choice of three adventures fueled by Heat, Downpour or Zen shampoo. See more on Chad Matt and Rob’s Facebook page, and the Axe YouTube channel.http://www.youtube.com/watch?v=FZ0cQKJGUC4
  38. 38. Leo Burnett Iberia is running “Jeep Puzzle“, a revolutionary online action that turns the microblogging platform Twitter into a real playground. The competition invites users to complete puzzles using several different images from Twitter profiles. Each puzzle represents landscapes which only Jeep can access. Users who complete any of the puzzles can win prizes including T-shirts with the exclusive Jeep Icon design. The agency created more than 371 Twitter profiles in order to include all the puzzles and their pieces. Ten main Twitter profiles each follow 36 profiles: waterfallpuzzle, beachpuzzle, desertpuzzle, mountainspuzzle, icebergpuzzle, forestpuzzle , snowpuzzle, volcanopuzzle, rockspuzzle and cavepuzzlehttp://www.youtube.com/watch?v=7Bi-MEnsOWU
  39. 39. Absolut Vodka has commissioned a set of bus shelters in Chicago, bringing to lifethe worlds that embody Absolut Lemon Drop, Absolut Twist and Absolut Bloody.Photographers Ellen Von Unwerth and Amanda De Cadenet have incorporatedcelebrities Kate Beckinsale, Zooey Deschanel and Ali Larter into tactile installationsfor people to enjoy with original seating, stunning colors and even tropical plant-life.
  40. 40. Media Direction OMD webpage:www.mediadirection.com.pl In case You have any further questions concerning Media Landscape Updater, please call Czarek Kulesza kulesza@mediadirection.com.pl

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