5. Television
Radio
Newspapers
Magazines
2010
2009
Outdoor
2008
Cinema
- 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Million
Cinema Outdoor Magazines Newspapers Radio Television
2010 661,103,160 1,157,760,835 2,456,197,891 1,837,884,231 2,412,370,540 14,884,108,754
2009 477,321,702 1,201,482,123 2,412,485,640 1,832,823,410 2,053,241,888 12,057,026,506
TV is much stronger than in previous years. Cinema advertising share is
growing (by 39% this year). Newspapers and magazines are facing
stagnation*
Source: Kantar Media, ratecard expenditures of advertising market
*) All data are provided as a ratecard expenditures, but in term of real investments press is in a downturn
10. All 16-49
62%
30%
TVP1
25% TVP2
Polsat
20% TVP3
TVN7
15% TVN
TV4
10% AtMedia
Polsat thematic
5% TVN24
Discovery
0% 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 47 48 49 50 51 52
Also share of market changed the most during the summer
(except week 15 – due to national mourning).
Source: AGB Research Nielsen
11. 6,000,000
5,576,374
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
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
For most of the 2010 year sell out was oscillating around 5
million seconds. By first weeks of 2011, sell exceeded this limit
and currently is on the level of 5,6 million seconds
Source: AGB Research Nielsen
12. 250,000
200,000 200,674
193,264
150,000
100,000
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 52
2006 2007 2008 2009 2010 2011
In 2010 TVP (TVP1 & TVP2) was making accessible more and more inventory. In week 46 it reached 193k” in a
week, which meant in every hour over 19 minutes were designated for advertising.
Source: AGB Research Nielsen
13. 120,000
108,305 108,599
103,942
100,000
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
TVN can sell maximally about 110 k seconds per week. Top weeks in 2010 were week 20 – just after Smolensk tragedy
and week 39 – it was beginning of October. Source: AGB Research Nielsen
14. 140,000
120,000 121,189
117,249
113,004 112,458
100,000
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 on week 36 (beginning of back to school period) and currently is balancing on the
sell out limit (which is 12 minutes per hour)
Source: AGB Research Nielsen
15. 3,500,000
3,000,000
2,860,831
2,500,000
2,000,000
1,500,000
1,000,000
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 each year and increases their sell out up to 2800-2900 k seconds.
Source: AGB Research Nielsen
19. 600,000,000 60,000
500,000,000 50,000
400,000,000 40,000
Investments 2008
Investments 2009
300,000,000 30,000 Investments 2010
Insertions 2008
200,000,000 20,000 Insertions 2009
Insertions 2010
100,000,000 10,000
- -
1 2 3 4 5 6 7 8 9 10 11 12
In terms of ratecard, 2010 expenditures were 1% higher
than previous years’ but also advertisers bought 2% less
ads in press.
Source: Kantar Media
20. 900,000,000 140000
800,000,000 120000 Investments 2008
700,000,000
100000 Investments 2009
600,000,000
500,000,000 80000 Investments 2010
400,000,000 60000 Insertions 2008
300,000,000 Insertions 2009
40000
200,000,000
20000 Insertions 2010
100,000,000
0 0
The strongest press sectors are retail, telecoms and media. We can observe
difference in planning approach depending on sector.
Telecoms and Media spend similar amount of money on press advertising, but
Media sector gets incomparably more insertions. The reason is, Telecoms are
more focused on premium placements
Source: Kantar Media
21. 120,000,000 4500
4000 Investments 2008
100,000,000
3500 Investments 2009
80,000,000 3000 Investments 2010
2500 Insertions 2008
60,000,000
2000 Insertions 2009
40,000,000 1500 Insertions 2010
1000
20,000,000
500
0 0
Top press advertisers were: L’Oreal, Unilever, Euro-Net (owner
of RTV Euro AGD network) Metro Group (owner of Metro & Makro Cash and
Carry, Real, MediaMarkt and Saturn) and Procter & Gamble.
Source: Kantar Media, data exclude publishers’ auto promotion
22. 1,200,000,000 180000
160000
1,000,000,000
140000
800,000,000 120000
100000
600,000,000
80000
400,000,000 60000 Revenues 2008
40000 Revenues 2009
200,000,000
20000 Revenues 2010
0 0 Pages sold 2008
Pages sold 2009
Pages sold 2010
Agora is no1 Publisher, but each year it’sloosing it’s
potential.
Source: Kantar Media
23.
24. -20% -15% -10% -5% 0% 5% 10%
12 -1%
11 8%
10 -1%
9 6%
8 -6%
2010
7 -7%
2009
6 -3% 2008
5 0%
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. During
the summer outdoor expenditures dropped, and regained in September. End of the
year was weaker than in previous years
Source: Kantar Media
25. 2008 2009 2010
AMS
STROER POLSKA
15% 14% 15%
28% 31% 31% CITYBOARD MEDIA
10% 12% 10%
CLEAR CHANNEL POLAND
11% 11% 10%
20% 18% 19% NEWS OUTDOOR POLAND
16% 14% 15%
OTHER
News Outdoor Poland was bought by Stroer in
October, but in the scale of whole year, The relation
between biggest media owners didn’t change
significantly
Source: Kantar Media
26. 45000000
40000000
35000000
30000000
25000000
2008
20000000 2009
2010
15000000
10000000
50000000
0
AMS STROER POLSKA CITYBOARD MEDIA CLEAR CHANNEL NEWS OUTDOOR OTHER
POLAND POLAND
Revenues of all biggest players decreased, except
Stroer, which bought News Outdoor in October
Source: Kantar Media
27. 800,000,000
700,000,000
600,000,000
500,000,000
2008
400,000,000
2009
300,000,000 2010
200,000,000
100,000,000
-
Frontlight Billboard Citylight Backlight
Sales of all OOH vehicles dropped. Expenditures on
citilights almost did not change
Source: Kantar Media
28.
29. 90,000,000
80,000,000
70,000,000
60,000,000
50,000,000 2008
40,000,000 2009
30,000,000 2010
20,000,000
10,000,000
0
1 2 3 4 5 6 7 8 9 10 11 12
2010 seems to create new seasonality pattern.
As cinema becomes more and more important in media planning, (39%
growth of media investments) new periodicity of expenditures is based on
the opening nights timetable.
Source: Kantar Media
31. 1% 0%
1%
1% 0%
1%
2% 0% 1%
2%
100% 2%
1% 3% 3%
3% 2%
4% 4%
3%
5% 4% 5%
90%
3% 5%
8% HYGIENE & BEAUTY CARE
4%
80% HYGIENE & BEAUTY CARE 5%
HYGIENE & BEAUTY CARE COMPUTER & AUDIO VIDEO
6%
COMPUTER & AUDIO VIDEO
9% 8%
COMPUTER & AUDIO VIDEO 5%
70% BEVERAGES & ALCOHOLS
3% BEVERAGES & ALCOHOLS
BEVERAGES & ALCOHOLS 10%
11%
60% 10%
AUTOMOTIVE AUTOMOTIVE AUTOMOTIVE
6% 8% 11%
50%
TELECOMS TELECOMS TELECOMS
16% 16% 13%
40%
LEISURE
6% LEISURE LEISURE
30%
12% 14%
20% FOOD
25% FOOD FOOD
18% 17%
10%
0%
2008 2009 2010
More sectors notice attractiveness of cinema advertising. Shares of traditionally
most important sectors are decreasing, while new sectors are getting more and
more important
Source: Kantar Media
32. 2008 2009 2010
BEST MARKETING
PROMOTION MULTIKINO MULTIKINO
AGENCY 35%
MULTIKINO
NEW AGE MEDIA NEW AGE MEDIA
65%
NEW AGE MEDIA
Polish cinema market is very consolidated – there are only 2 media
owners which are monitored.
Source: Kantar Media
33.
34. http://www.youtube.com/watch?v=NwnuwGhcpRU
Medialets created the world's first shakable advertisement for
Dockers, together with agencies OMD and Razorfish. Users shake
their iPhone to make the Dockers guy dance. This ad utilizes the
iPhone's accelerometer as well as audio capabilities and appears in
targeted, free iPhone applications.
(Case from USA)
35. Facebook statistics portal SocialBakers is reporting that the social
network now has 600 million users
It also reveals where the biggest gains have been made over the last six months.
Over 20.7 million new users have signed up in the US, 8.3 million in India, 8 million in Indonesia, 6.2 million in the
Philippines and 5.8 million in Mexico.
Looking at percentage growth the big surges forward have come from Europe: Germany with 50% growth, Russia at
70% and Poland, which doubled its amount of users to hit 4.8 million.
The incredible thing is that it’s only been six months since Facebook reached 500 million users. Can this level of growth
continue? Goldman Sachs, who at the start of 2011 invested in Facebook.
Goldman Sachs combined with Russian investor Digital Sky Technologies invested $500m into the social network. The
Wall Street bank also set up a special purpose investment vehicle for its clients to raise a further $1.5bn.
The investment valued the company at $50bn and sparked speculation that an IPO could be on the horizon for Facebook.
Currently, Facebook does not disclose financial data. In the document, the social media network stated that it expected
to cross the 500-investor threshold by 2010, which, under US law, would mean it would be forced to publicly disclose
financial information.
Source:http://wallblog.co.uk/2011/01/14/facebook-makes-600-million-friends/#ixzz1FeSWev7d
36. Including the fact that 60% of US mothers search for coupons online.
http://www.youtube.com/watch?v=KhlJgFznaxI
37.
38. Beaurepaires Tyres in Australia is enjoying a new wave of interest from female Australians
after running an advertising campaign featuring shoes. Launched in October 2010, the
campaign draws analogies between tyres and women’s shoes and is designed to make tyre
buying easier to understand and more female friendly. The new campaign appeared in top
female publications, including The Australian Women’s Weekly, Madison, Grazia and
Woman’s Day and is supported by an integrated PR and social media campaign, as well as
advertorial and point of sale material.
Source: http://theinspirationroom.com/daily/2011/beaurepeaires-tyres-and-womens-shoes/
39. http://www.youtube.com/watch?v=-ull0KtTifo
http://www.youtube.com/watch?v=3bmYWU3CdKI
McDonalds Belgium is writing the Big Mac hamburger into the history books in
television commercials starring Mona Lisa, Leonardo da Vinci and Napoleon
Bonaparte star. The ads help us understand just what it was that made Mona Lisa
smile and Napoleon hide his hand inside his pocket
Source: http://theinspirationroom.com/daily/2011/big-mac-part-of-the-legend/
40. Pulp Books in South Africa provide a personal service for customers, searching for
appropriate books in response to email enquiries. That service is highlighted in “Read
Yourself Interesting”, a print advertising campaign featuring bookcase heads in social
settings. “Let us recommend you something”.
http://theinspirationroom.com/daily/2011/pulpbooks-read-yourself-interesting/
41. http://www.youtube.com/watch?v=lqT_dPApj9U
http://www.youtube.com/watch?v=hVap-ZxSDeE
http://www.youtube.com/watch?v=oiu9PcEyQ5Y
Coca Cola has taken the Happiness Machine campaign to new levels with
appearances of the Happiness Truck around the world. Over 25 videos around
the world took inspiration from the original Happiness Machine, each with the
question, “Where will happiness strike next?”. Now we have a Coca Cola
delivery truck converted into a happiness machine on wheels delivering “doses”
of happiness in the streets of Rio De Janeiro, Brazil, and Marikina City, in The
Philippines. See the Where Will Happiness Strike Next site and Facebook hub to
follow the truck’s progress.
http://theinspirationroom.com/daily/2011/coca-cola-happiness-truck/
42. Smart Canada, division of Mercedes-Benz Canada, is showcasing the Smart For
Two’s small turning radius using cement trucks during the 2011 Canadian
International AutoShow in Toronto, February 18 to 27. City cement trucks have been
transformed into naturally rotating mobile billboards with a Smart ForTwo coupe on
their spinning cement drums. To minimize the environmental footprint, the branded
trucks are driving along already established routes (construction sites) which pass
through some of the city’s highly-trafficked areas. The initiative, which will continue
for four weeks, is being promoted online at Smart Canada’s Facebook page. The
first ten people to take a photo of the cement truck and post it there will win 2 tickets
to the Canadian International AutoShow in Toronto.
Source: http://theinspirationroom.com/daily/2011/smart-for-two-cement-trucks/
43. Red Bull is sponsoring “Street Art View“, an online collection of places on Google
Street View where street art is present. Anyone who come across street art on their
way can tag it on the website and help build the biggest art collection in the world.
Source: http://theinspirationroom.com/daily/2011/red-bull-street-art-view/
http://www.streetartview.com/
44.
45. 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
