Media landscape updater vii 2012

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Media landscape updater vii 2012

  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. Euro 2012 didn’t translate into Television 3,000 increase of media investments Mln Radio 2,500 2,000 Magazines Jan - July 2012 1,500Newspapers Jan - July 2011 1,000 Outdoor Jan - July 2010 500 2010 2011 2012 Cinema mln 0 0 5,000 10,000 1 2 3 4 5 6 7 8 9 10 11 12 Till July 2012 advertisers invested 3% more vs. 2011, while considering media ratecard revenues. Major decrease is noted by Newspapers (-7%), but also TV (- 0,4%). While considering net expenditures we expect rather decrease of media investments by the end of the year. Source: Kantar Media, ratecard expenditures
  5. 5. Aflofarm remains No1. on media market. The highest increase of media expendituresis noted by Volkswagen Group Polska, Jeronimo Martins (Biedronka) and PTKCentertel. Source: Kantar Media, ratecard expenditures
  6. 6. COMPUTER & AUDIO VIDEO100% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES 4% 5% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION 5% 4% 4% 80% 6% CLOTHING & ACCESSORIES 5% 8% 6% 7% TRAVEL / TOURISM / HOTELS & RESTAURANTS 6% 7% 7% 7% LEISURE 60% 7% 7% 7% BEVERAGES & ALCOHOLS 10% 7% 9% FINANCIAL 8% 8% 40% 9% AUTOMOTIVE 15% 9% 13% OTHERS 11% 20% 11% MEDIA, BOOKS, CDs AND DVDs 12% 12% HYGIENE & BEAUTY CARE 13% 12% RETAIL 0% 12% 2010 FOOD 2011 PHARMACEUTICAL PRODUCTS, MEDICINE Jan - July 2012 TELECOMS Till July 2012 Telecom sector is No.1 with its share on the level of 12%. On the next positions are: Medicine, Food and Retail. Source: Kantar Media
  7. 7. • Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know
  8. 8. 300280260 2010 2011 2012240220200180160140120100 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 TV is still well consumed. Average time viewed considerably increased during Euro 2012. Source: AGB Nielsen Media Research
  9. 9. 2,500,0002,000,000 +3% +7% +13% +8%1,500,000 +2% +9% -4% +12%1,000,000 +14% +12% +20% 500,000 +4% 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011- August August 2012 Jan Jan - 2011 From January to August 2012 total number of generated GRP’s is higher than in 2011 by 4%. We observed stronger activity during Euro 2012 and Olympic Games 2012. Source: AGB Nielsen Media Research, TG: all 16-49
  10. 10. Share of Viewing by Stations Group (All 16-49) others Big 4100%90% 25.6% 29.0% 33.4% 37.9%80% 43.1%70%60%50%40% 74.4% 71.0% 66.6% 62.1%30% 56.9%20%10% 0% Jan Jan Jan Jan Jan Jan Nov Nov Nov Nov Nov Nov Mar May May May Mar May Mar May Mar May Mar Mar Jul Jul Jul Sep Jul Sep Jul Sep Jul Sep Sep Sep TV is cluttered and share of thematic channels is growing. Mainstream channels fight for the inventory - also by introducing new thematic stations. Source: AGB Nielsen Media Research, TG:All 16-49
  11. 11. no of seconds sold - Total TV 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000no of secs 4,000,000 3,000,000 2,000,000 1,000,000 Total TV 2008 Total TV 2009 Total TV 2010 Total TV 2011 Total TV 2012 0 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 weeks Over 22% more seconds were sold by broadcasters in 2012. It is mainly caused by significant increase of new monitored thematic channels. Source: AGB Nielsen Media Research
  12. 12. 120,000 no of seconds sold - TVN 250,000 no of seconds sold - TVP1+TVP2 100,000 200,000 80,000 no of secs 150,000no of secs 60,000 100,000 40,000 50,000 20,000 TVP 2008 TVP 2009 TVN 2008 TVN 2009 TVP 2010 TVP 2011 TVN 2010 TVN 2011 TVP 2012 TVN 2012 0 0 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 weeks 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 weeks 4,000,000 no of seconds sold - AtMedia 140,000 no of seconds sold - POLSAT 3,500,000 120,000 3,000,000 100,000 2,500,000 no of secs no of secs 80,000 2,000,000 60,000 1,500,000 40,000 1,000,000 20,000 500,000 Polsat 2008 Polsat 2009 AtMedia 2008 AtMedia 2009 0 Polsat 2010 Polsat 2011 0 AtMedia 2010 AtMedia 2011 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 weeks 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 weeks Source: AGB Nielsen Media Research
  13. 13. Programme Date Audience AMR%OG LONDON 2012 /M VOLLEYBALL Programme Date Audience AMR%POL-RUS/ 2012-08-08 2 500 586 13,74% OG LONDON 2012 /ATHLETICS/ 2012-08-03 2 546 500 13,99%OG LONDON 2012 /M VOLLEYBALL OG LONDON 2012 /WEIGHTLIFTING/ 2012-08-03 2 478 962 13,62%POL-ARG/ 2012-08-02 1 818 865 9,99% OG LONDON 2012 /ATHLETICS/ 2012-08-03 2 305 748 12,67%OG LONDON 2012 /ATHLETICS/ 2012-08-07 1 683 340 9,25% OG LONDON 2012 /ATHLETICS/ 2012-08-03 2 076 392 11,41%OG LONDON 2012 /ATHLETICS/ 2012-08-05 1 505 143 8,27% OG LONDON 2012 /WEIGHTLIFTING/ 2012-08-03 2 074 008 11,40%OG LONDON 2012 /ATHLETICS/ 2012-08-07 1 490 506 8,19% OG LONDON 2012 /M WRESTLING/ 2012-08-06 1 988 352 10,93%SPORT /SERWIS SPORT./ 2012-08-15 1 487 851 8,18% OG LONDON 2012 /WEIGHTLIFTING/ 2012-08-03 1 933 379 10,62%SPORT /SERWIS SPORT./ 2012-08-12 1 452 679 7,98% OG LONDON 2012 /WEIGHTLIFTING/ 2012-08-06 1 907 808 10,48%OG LONDON 2012 /ATHLETICS/ 2012-08-04 1 398 362 7,68% AMRProgramme Date Audience AMR% Programme Date Audience %KOSCI /SER. USA/ 2012-08-26 1 407 619 7,74% FAKTY 2012-08-26 1 474 957 8,11%ZAKON /FILM SENS.USA/ 2012-08-28 1 324 873 7,28% BATMAN POCZATEK /FILM PRZYG.USA/ 2012-08-24 1 302 419 7,16%KABARETOBRANIE W ZIELONEJ GORZE HARRY POTTER I KSIAZE POLKRWI2012 2012-08-11 1 169 660 6,43% /FILM PRZYG.ANG./ 2012-08-31 1 251 086 6,87%KOSCI /SER. USA/ 2012-08-19 1 153 121 6,34% HARRY POTTER I ZAKON FENIKSAMUST BE THE MUSIC - TYLKO MUZYKA /FILM PRZYG.ANG.USA/ 2012-08-17 1 125 989 6,19%EXTRA 2012-08-26 1 120 692 6,16% NIEOCZEKIWANA ZMIANA MIEJSCBOSKI ZIGOLO W EUROPIE /FILM /KOM.USA/ 2012-08-05 1 041 918 5,73%KOM.USA/ 2012-08-29 1 116 911 6,14%MUST BE THE MUSIC - TYLKO MUZYKA HARRY POTTER I CZARA OGNIA /FILMEXTRA 2012-08-28 1 094 368 6,01% FAB.USA/ 2012-08-03 1 036 827 5,70%AZYL /FILM THRILL.USA/ 2012-08-07 1 090 626 5,99% SPORT /SERWIS SPORT./ 2012-08-26 991 003 5,45% WYSPA /FILM THRIL.USA/ 2012-08-10 977 063 5,37%
  14. 14. Monday - Thursday, 18:15 Since September, 3rd Living abroad in western Europe, although very successful- is not enough for young characters. They come back Poland and began a new life with the idea for common business.Sunday, 20:20Since September, 2ndAnother comedy serial made by creators of wellknown „Rancho”.Tradition and New Age in one. Crash of theBuddhist and Christian spirituality. Untypicalsituations, colorful characters and a lot of humor.
  15. 15. Thursday, 21:10Since September, 6thNew action serial in TVP. Police Officer(Bogusław Linda) who place moral code abovecivil code. Absorbing plot and amazingadventures.
  16. 16. Sunday, 20:00 Since September, 2nd Culinary show that has already succeed in almost 30 countries. Host- Magda Gessler.Monday, 21:30Since September, 3rdMedical serial with the star cast. Action takesplace in one of the most modern hospitals inPoland- in Toruń. We follow career and private lifeof doctor Alicja Szymańska (Magdalena Różdżka)- young ambitious doctor who left Warsaw andstarts her new life at the very beginning.
  17. 17. Thursday, 22:00Since September, 6thHistory of four friends, who know each other fromthe childhood. They meet after the years and theyfriendship comes to life again. They differ fromeach other but they need their reciprocity support.Starring: Małgorzata Socha, Joanna Liszowska,Magdalena Stużyńska, Anita Sokołowska Saturday, 18:15 Since September, 1st New paradocumentary serial. Non-standard incidents that are very different from typical scenarios written by the life. Amazing incidents that can happen to all of us.
  18. 18. • Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
  19. 19. 5,000,000,000 Full Year Jan - July4,500,000,0004,000,000,0003,500,000,000 4,739,082,125 4,452,430,0983,000,000,0002,500,000,0002,000,000,000 2,432,264,205 2,679,430,165 2,690,983,1861,500,000,0001,000,000,000 500,000,000 0 2010 2011 2012 Till July 2012 print revenues increased only by 0,4%, however while considering net expenditures we estimate rather significant decreased of expenditures. Source: Kantar Media
  20. 20. 500,000,000 45,000450,000,000 40,000 Investments 2010400,000,000 35,000 Investments 2011350,000,000 30,000300,000,000 Investments I - VII 25,000 2012250,000,000 20,000 Insertions 2010200,000,000 15,000150,000,000 Insertions 2011 10,000100,000,000 Insertions I - VII 50,000,000 5,000 2012 - - 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%2012 moremedia sold 9% less insertionsby 1% than in 2009) Till July ads print by this period (it is still less than in 2011. Source: Kantar Media
  21. 21. 600,000,000 80,000 70,000500,000,000 Investments I - VII 60,000 2010400,000,000 50,000 Investments I - VII300,000,000 40,000 2011 30,000200,000,000 Investments I - VII 20,000 2012100,000,000 10,000 Insertions I - VII 0 - 2010 Insertions I - VII 2011 Insertions I - VII 2012 We observe significant increase of expenditures on Media, Books, CD’s, Clothing and Pharmaceutical products. On the other hand Financial and Food sector are rather pulling back from print media. Source: Kantar Media
  22. 22. 500,000,000 80000450,000,000 70000400,000,000 Investments I - VII 60000 2010350,000,000300,000,000 50000 Investments I - VII 2011250,000,000 40000200,000,000 Investments I - VII 30000 2012150,000,000 20000100,000,000 Insertions I - VII 10000 2010 50,000,000 0 0 Insertions I - VII 2011 Insertions I - VII 2012 Till July 2012 Bauer and Agora SA are top players on the print market (considering media ratecard revenues). Source: Kantar Media, M&MP
  23. 23. • Investments• Seasonality• Market shares• Ad types
  24. 24. 1,400,000,000 Full Year Jan - July 20121,200,000,0001,000,000,000 1,246,985,893 800,000,000 1,185,675,851 600,000,000 774,138,987 719,072,525 687,264,327 400,000,000 200,000,000 0 2010 2011 2012 Till July 2012 advertisers invested 8% more in comparison to the same period of 2011 (on the ratecard basis). Prognosis for 2H of 2012 are not so optimistic as media market faces slowdown. Source: Kantar Media
  25. 25. 140,000,000130,000,000120,000,000110,000,000100,000,000 90,000,000 80,000,000 70,000,000 60,000,000 2010 2011 2012 50,000,000 40,000,000 1 2 3 4 5 6 7 8 9 10 11 12 After weaker June in July ratecard investments increased by 9% Source: Kantar Media
  26. 26. 2010 2011 Jan - July 2012 AMS AMS STROER POLSKA STROER POLSKA STROER POLSKA 16% 15% AMS 25% 31% 32% 30% CITYBOARD MEDIA 10% CITYBOARD MEDIA 9% CITYBOARD MEDIA10% CLEAR CHANNEL CLEAR CHANNEL POLAND 16% POLAND 16% 19% CLEAR CHANNEL 15% Others 27% Others 29% POLANDOutdoor market is consolidated. Over 84% of the market is held by 4biggest media owners.AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with29% share is on the second position. Source: Kantar Media
  27. 27. 500450 Jan - June 2010 Jan - June 2011 Jan - July 2012400350300250200 -6% +5% -3%150 +14%10050 - Backlight Billboard Citylight Frontlight We observe growth of expenditures on BB (+5%) and Frontlights (+14%), whereas Backlights loose the most. Source: Kantar Media
  28. 28. The tram is the result of an unusual promotional campaign organized by the IKEA in collaboration with the MPK - Poznan’s municipal transport company. One articulated tram set has been refitted internally with IKEA furnishings and will operate a free-of-charge service along the new line to Franowo for a fortnight..For two weeks, the new line of special tram to IKEA, rode with colorful pillows on the seats, curtains in the windows and ... pots of flowers.
  29. 29. A team of interior designers and seamstress moved to Lodz and give the city a new character with textilesavailable in the IKEA range. They introduced a large dose of color and positive energy to (sometimes a little too gray) urban space.
  30. 30. IKEA Targówek started "natural" advertising campaign. Aim of the campaign is encourage people to visit refreshed IKEA Targówek. This is one of the first in Poland shares with natural media.People could see the giant furniture made from fresh grass, cleaned slogans on the pavements, billboards overgrown with flowers and surprising "green" car.
  31. 31. Stand allowed people to take the photos with selected via the touch panel graphics. People can choose a background and type in any text. The funniest photos was displayed on 40 meter LED monitors at the festival area. http://youtu.be/0X2YtHVEOuk http://youtu.be/bD4kBn_SxRc
  32. 32. 800,000,000700,000,000 Full Year Jan - July 2012600,000,000500,000,000 709,250,418 663,837,150400,000,000 489,361,078300,000,000 379,667,435 352,557,285200,000,000 +29%100,000,000 0 2010 2011 Jan - July 2012 Advertisers invested over 29% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino). Source: Kantar Media
  33. 33. 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 2010 2011 2012 10,000,000 0 1 2 3 4 5 6 7 8 9 10 11 12 After weaker June (because of Euro 2012) July again stronger versus previous year. Source: Kantar Media
  34. 34. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES CLOTHING & ACCESSORIES100% HYGIENE & BEAUTY CARE 3% 1% 4% 4%90% 5% 3% HOUSEHOLD APPLIANCES, FURNITURE & 0% 5% DECORATION 8% 5% 5% TRAVEL / TOURISM / HOTELS & RESTAURANTS80% 6% 4% 6% PHARMACEUTICAL PRODUCTS, MEDICINE70% 7% 7% 10% OTHERS 7% 7%60% 5% 8% RETAIL 11% 11%50% COMPUTER & AUDIO VIDEO 15% 12% FINANCIAL40% 17% BEVERAGES & ALCOHOLS30% 14% 14% MEDIA, BOOKS, CDs AND DVDs 13%20% AUTOMOTIVE 20% 19% FOOD10% 14% TELECOMS 0% LEISURE 2010 2011 Jan - July 2012 Till July 2012 biggest sectors are Leisure, Telecoms and Food. Media sector increases its shares, whereas Computer & Audio Video sector is rather in retreat. Source: Kantar Media
  35. 35. Jan - July 2012 2010 2011 MULTIKINO MULTIKINO MULTIKINO NEW AGE 47% MEDIA 35% 44% NEW AGE 53%65% 56% MEDIA NEW AGE MEDIA New Age Media is player number one on Polish cinema market, with its share on the level of 53%. Small cinema brokers gain importance, however their media revenues are still not monitored. Source: Kantar Media
  36. 36. 6,000,0005,000,0004,000,0003,000,0002,000,0001,000,000 0 2012 2011 2010 2009 January March May July September November Till July 2012 Cinema audience was weaker while comparing to the same period of 2011 by - 9%. Source: NAM
  37. 37. • Investments• Seasonality• Media owners• Media shares• Radio – nice to know
  38. 38. Full Year Jan - July3,000,000,0002,500,000,0002,000,000,000 3,119,219,051 2,478,233,1451,500,000,000 2,018,648,922 1,764,798,805 1,328,174,0351,000,000,000 500,000,000 0 2010 2011 2012 Till July 2012 radio ratecard revenues were higher by 14% while comparing to 2011. Source: Kantar Media
  39. 39. 390,000,000340,000,000290,000,000240,000,000190,000,000140,000,000 2010 2011 2012 90,000,000 40,000,000 1 2 3 4 5 6 7 8 9 10 11 12 In July we observe first this year decrease of radio expenditures. Further decrease is possible, as Polish economy slows down. Source: Kantar Media
  40. 40. 2010 2011 Jan - July 2012 RMF FM RMF FM RMF FM ZET ZET PR 3 PR 3 ZET 27% 32% 47% PR 1 43% PR 1 31% 42% Others Others PR 3 21% PR 1 17% 19% 2% 3% 3% 5% 3% 5%Strong 2012 for RMF FM with its SoS on the level of31%, whereas main competitor radio Zet notes 19%. Source: Kantar Media
  41. 41. Jan - July 2012 2010 GRUPA RMF 2011 GRUPA RMF 2% 11% GRUPA RMF 2% EUROZET 2% EUROZET EUROZET 12% GRUPA RADIOWA 12% GRUPA RADIOWA 37%8% 33% TIME TIME 11% GRUPA RADIOWA 10% 39% TIME POLSKIE RADIO POLSKIE RADIO AGORA S.A. 17% 3% 17% AGORA S.A. AGORA S.A. 22% Others 25% 20% Others OthersFor the last years RMF FM and Zet have been the biggest radiostations on Polish market. Source: Kantar Media
  42. 42. Top 20 websites according to number of users:In 2011 Google, YT and ONET are the winners in terms of number of users. Source: MegapanelPBI/Gemius, December 2010- December 2011
  43. 43. Thematic category: Social Media Thematic category: Culture (Top 5 portals according to reach) and entertainment (Top 5 portals according to reach) Source: MegapanelPBI/Gemius, December 2010- December 2011In the 4th quarter of 2011 Nasza Klasa lost its YT is the winner of 2011 in terms of reach leading position in Social Media. growth.
  44. 44. MAIN TYPES OF ONLINE ADVERTISING DISLPAY AD FORMATS 7%50% 4% 2% 4% 44% 28%45% 4% 41% 3%40% 8%35% 33% 30% 7%30% 20% 13%25% 2010 201120% 17% 17%15% double billboard rectangle billboard10% 7% 7%5% skyscraper box toplayer 2% 2%0% triple billboard banner wideboard display SEM ogłoszenia e-mail inne halfpage other
  45. 45. Real-time bidding (RTB) is a new method of selling and buying online display advertising in real time one ad Buyers are able to acquire impressions they want impression at a time.at a price that matches their goals and objectives. For buyers, RTB offers the possibility of buyingonly the impressions they need at a price they arewilling to pay. RTB involves a real time auction for each adimpression in which buyers and sellers come to anagreement on the value of each ad impression andconcluding the transaction. Each ad impression is unique - the time ofday, the place or website, the audience, thepropensity of that audience to make a purchasingtransaction at that particular time and place andgiven their transaction history. Auctions take place at a blink of an eye. A typicalexchange imposes one tenth of a second for thebids to return. Source: "The arrival of Real-Time Bidding" by Google.
  46. 46. Find us on Facebook
  47. 47. 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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