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Regionalni panel IZAZOV 2016 - Stanje na tržištu Bosne i Hercegovine, Elvin Kukuljac

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Forum IZAZOV 2016

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Regionalni panel IZAZOV 2016 - Stanje na tržištu Bosne i Hercegovine, Elvin Kukuljac

  1. 1. Media Market Overview Bosnia & Herzegovina
  2. 2. Gender Labour Market Source: Mareco Index Bosnia Location 50,11% 49,89% Unemployment rate: 27,5 % Source: Bosnia's Statistics Agency, Wikipedia and Agency for Statistics of Bosnia and Herzegovina 43°52′N 18°25′E Area: 51.197 km2 Capital City: Sarajevo GDP (PPP)2015 estimate - Total: $37.966 billion - Per capita: $9.980 GENERAL FACTS Total Population 3,8 mill 2 Source: wikipedia
  3. 3. GENERAL FACTS Households Status (Income) Bosnia and Herzegovina consists of Federation of Bosnia and Herzegovina (FBiH), Srpska Republic (RS), and Brčko District (BD). Cantons of FBiH: 1. Unsko-sanski kanton 2. Posavski kanton 3. Tuzlanski kanton 4. Zeničko-dobojski kanton 5. Bosansko-podrinjski kanton 6. Srednjobosanski kanton 7. Hercegovačko-neretvanski kanton 8. Zapadnohercegovački kanton 9. Kanton Sarajevo 10.Herceg-bosanska županija (Kanton 10) Source: CIA, Wikipedia and Agency for Statistics of Bosnia and Herzegovina Average salary (Average 2013) Netto: 422,84 EUR (Average 2014) Netto: 424,37 EUR (November 2015) Netto: 422,32 EUR There are 1.163.387 households in the country. The average household in the Bosnia and Herzegovina contains 3.26 people. 3
  4. 4.  TV still has the highest share of investment among all other media, and will obviously continue the same trend.  Predictions are that Radio and OOH in next years will keep the similar level of investments.  Print investments will decrease.  Growth of Internet investments in years ahead is expected. MEDIA MARKET INVESTMENTS YOY Source: MARECO INDEX BOSNIA Member of Gallup International & Associate of TNS; AGB Nielsen; Agency estimation 6% 7% 6% 5% 3% 3% 3% 3% 2% 2% 2% 10% 11% 10% 9% 9% 9% 7% 7% 5% 5% 5% 16% 10% 10% 9% 9% 8% 8% 8% 8% 8% 8% 60% 63% 63% 70% 71% 69% 71% 70% 71% 70% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 TV Outdoor Dailies Magazines Radio Internet Other 3,50 3,30 3,00 3,00 2,90 2,90 2,30 2,30 1,80 1,80 1,80 5,50 3,00 3,00 2,90 2,80 2,50 2,60 2,60 2,60 2,60 2,60 20,92 19,19 18,25 22,98 22,91 22,50 23,00 23,25 23,50 23,50 23,50 0,00 5,00 10,00 15,00 20,00 25,00 30,00 35,00 40,00 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 TV Outdoor Dailies Magazines Radio Internet Other -13% -5% +14% -2% +0,16% +0,51% +2% +0,15% +0,30% +0,60% 35,00 30,36 28,81 33,05 32,39 32,44 32,61 33,26 33,31 33,41 33,61 Mil. EUR 4
  5. 5. 5 TOP ADVERTISERS 2014 vs 2015 Source: MARECO INDEX BOSNIA /AGB Nielsen 0 5 10 15 20 25 30 35 Millions 2014 (FRC) EUR Total market FRC (TV+Print) 341,9 mil. EUR 0 5 10 15 20 25 30 35 Millions 2015 (FRC) EUR Total market FRC (TV+Print) 353,7 mil. EUR Proton system is leader in both years. In 2015 Agrokor and Beiersdorf increase their investments and move up to second and third position. Atlantic group significantly increase investment in 2015. Top 10 advertisers in 2015 includes some new companies, such as Henkel and Bingo d.o.o. Investments in 2015 are higher than the same period in 2014.
  6. 6. 6 TOP SECTOR 2014 vs 2015 Source: MARECO INDEX BOSNIA /AGB Nielsen - 10,00 20,00 30,00 40,00 50,00 60,00 70,00 80,00 Millions 2015 (FRC) EUR Total market FRC (TV+Print) 310,4 mil. EUR - 10,00 20,00 30,00 40,00 50,00 60,00 70,00 Millions 2014 (FRC) EUR Total market FRC (TV+Print) 304,3 mil. EUR Pharmaceutical & Health care products, Food and Personal/Body Care Products are sectors/industries that hold top three positions in both years. In 2015 Beverages increased their investments and moved up from fifth (2014) to fourth (2015) position. Top 10 sector in 2015 includes Household indoor/outdoor Furniture, Equipment & Accessories, and excludes Automotive & Oil Industry. Investments in 2015 are higher than the same period in 2014.
  7. 7. INTERNET 40,36% 29,65% 19,10% 8,95% 1,94% 0% 20% 40% 60% 80% 100% BH Internet audience - age structure 15-24 25-34 35-44 45-54 55+ 7 Source: Wave 7 and 8 Content consumption is moving in one direction only. 73% 83% 75% 83% 66% 68% 70% 72% 74% 76% 78% 80% 82% 84% 86% Desktop Laptop 43% 46% 42% 65% Tablet Smartphone Q: “Please select which devices you have used to do these activities” [Watch video clips online] BASE: B&H
  8. 8. Source: Wave 7 and 8 8 INTERNET PENETRATION BY DEVICES The smartphone has greater reach than the PC 0% 20% 40% 60% 80% Desktop Laptop/Netbook/Convertible Touchscreen Full-sized Tablet e.g. iPad, Samsung Galaxy Mini Tablet e.g. iPad Mini, Kindle Fire Smartphone Mobile Phone Games Console e.g. PS4 Portable Games Console e.g. PSP Portable mp3/Video Player Smart TV/Internet-Connected Set-Top Box Devices Owned Wave 7 Wave 8 Q: Which of the following devices do you own? Base: B&H
  9. 9. 9 It’s becoming more important and central in every sense SMARTPHONE USAGE 0% 20% 40% 60% 80% Socialise with others Be creative Have fun / be entertainment Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly Wave 7 Wave 8 Q: “Please select which of them you think does a good job when you want to…” [Smartphone] BASE: B&H – Own a SmartphoneSource: Wave 7 and 8
  10. 10. 10 INTERNET USAGE BY DEVICES Socialise with others Share something Have fun / be entertainment Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchaseFind your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly 0% 20% 40% 60% 80% Make contacts for work Earn respect Change opinions Be creative Organise something Build your career Laptop Tablet Smartphone Q: “Please select which of them you think does a good job when you want to…” Base: B&H- Own Each Device Source: Wave 7 and 8
  11. 11. FACEBOOK AS THE MAIN SOCIAL NETWORK IN B&H Facebook is the main social network in B&H. Since 2009 till now, number of FB users has grown from 0.5 mill to 1.60 mill in 2015. which is over 36% of total population 501.420 602.301 777.240 846.600 1.007.020 1.134.540 1.160.060 1.208.880 1.286.160 1.420.000 1.580.000 1.600.000 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 1.400.000 1.600.000 1.800.000 Dec 2009 Feb 2010 Apr 2010 Sep 2010 Jan 2011 November-11 January-12 April-12 August-12 June-13 December-15 September-15 Number of users 11 Source: facebook.com
  12. 12. MMO Executive Summary in a few words 12
  13. 13. Media planning and buying agencies 13
  14. 14. Creative and digital agencies 14
  15. 15. 15 Market regulators
  16. 16. 16 EU Membership Application Digitalization ? Tender for TV telemetry system Challenges
  17. 17. Thank you for your attention!

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