The document analyzes media spending in Poland from 2009 to the first half of 2011 based on data from Kantar Media. It shows expenditures for different media types including TV, press, outdoor, and cinema advertising. TV advertising makes up the largest share of the market. The first half of 2011 saw overall media spending increase by an average of 6% compared to the same period in 2010.

1. by

2. 1. Media snapshot
2. TV advertising
3. Press advertising
4. Outdoor advertising
5. Cinema advertising
6. Inspiration Point

3. •Landscape
•Media shares
•Biggest players
•Sectors

4. 3,000,000,000
1,500,000,000
500,000,000
1,000,000,000
2,000,000,000
2,500,000,000
3,500,000,000
4,000,000,000
4,500,000,000
5,000,000,000
0
1104630695
1
1296099997
1378851906
1267867846
2
1550291252
2009
1568160962
1795466091
3
2252390912
2317671946
2010
1749557807
4
1702335599
2223818517
2011
1932377662
5
2418117333
2436128066
1723087025
6
2208733440
2222318196
1167487654
7 1475902129
1150998783
8
1355338094
1902118715
9
2239536676
2291803603
2681584949
10
First half of 2011 is stronger vs. 2010 by average 6%.
2310570480
2501304160
11
1965840548
2050958424
12
Source: Kantar Media, ratecard expenditures of advertising market.

5. Television
Radio Jan-June 2011
Newspapers
Magazines Jan-June 2010
Outdoor
Cinema Jan-June 2009
- 2,000,000,000 4,000,000,000 6,000,000,000 8,000,000,000
Million
Cinema Outdoor Magazines Newspapers Radio Television
Jan-June 2011 303,125,189 618,600,502 1,412,026,160 919,654,154 1,518,361,923 7,375,181,665
Jan-June 2010 275,920,017 597,896,995 1,226,893,053 888,737,281 1,144,773,892 7,293,747,295
Jan-June 2009 199,754,335 641,701,125 1,212,783,290 920,504,527 1,011,807,908 5,586,435,941
TV is the strongest medium. In terms of ratecard it grew by 1% in
relation to 2010. Internet expenditures are still not monitored, but we
assume its share is on the level of even 11-15% (OMD estimates)
Source: Kantar Media, ratecard expenditures of advertising market

6. 10 of 20 biggest advertisers increased their media investments in the first half of the year.
Most significant growths were: Aflofarm – 96% increase – and secured first place among top
advertisers, Lidl – growth by circa 4 times. The biggest drop in terms of RC expenditures was
noted by Unilever
Source: Kantar Media

7. COMPUTER & AUDIO VIDEO
100% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
3% CLOTHING & ACCESSORIES
6% 3%
6% 4%
80% 6% 5% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
6%
8% 6%
6% TRAVEL / TOURISM / HOTELS & RESTAURANTS
7% 7%
7% LEISURE
60% 7% 7%
7%
8% 7% 8% BEVERAGES & ALCOHOLS
9% 10% 8% AUTOMOTIVE
40%
14% 9% MEDIA, BOOKS, CDs AND DVDs
12%
12% OTHERS
20% 9% 11%
FINANCIAL
14% 12%
17% RETAIL
0%
14% HYGIENE & BEAUTY CARE
Jan-June 2009 TELECOMS
Jan-June 2010
PHARMACEUTICAL PRODUCTS, MEDICINE
Jan-June 2011
FOOD
For the last three years top 3 sectors are: food, medicines and telecoms.
Source: Kantar Media

8. •Average Time Viewed
•All time viewing
•Commercial impact
•Minutes sold

9. 300
280
2010 2011
260
240
220
200
180
160
140
120
100
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
Average Time Viewed (in minutes) is on the same level as in previous year. ATV is
higher during winter months what reflects traditional seasonality on Polish media
market.
Source: AGB Research Nielsen

10. All 16-49
20%
Summer TVP1
18%
TVP2
16%
Polsat
14%
TVP3
12% TVN7
10% TVN
8% TV4
6% AtMedia
Polsat thematic (6)
4%
TVN24
2%
Discovery (4)
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 other cab/sat
We can observe drop of shares of mainstream channels in the summer.
At the same time thematic channels shares are increasing.
Source: AGB Research Nielsen

11. All 16-49
30%
Summer 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
TVN and Polsat have the highest share among TV market. At Media
is between TVP1 and TVP2 – both are mainstream channels.
At Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+
SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska
TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic
Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal , Channel, Viacom
Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Source: AGB Research Nielsen

12. 7,000,000
6,191,559
6,000,000
5,434,946
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
Week 24 – highest sell out ever – 6,2 million seconds sold. The
reason is progressing fragmentation of TV market (new thematic
channels are being launched and monitored)
Source: AGB Research Nielsen

13. 250,000
200,000 203,132
191,274
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 2011 TVP (TVP1 & TVP2) opened more inventory, than in previous years. It
exceeded several times 200 000 seconds per week
Source: AGB Research Nielsen

14. 120,000
107,578
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 keeps similar level as in previous years
Source: AGB Research Nielsen

15. 140,000
120,000
104,301
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 at the beginning of the year and was balancing for a while on the sell out
limit (which is 12 minutes per hour). Currently TV station keeps similar level as in previous years - about
100k seconds per week
Source: AGB Research Nielsen

16. 3,500,000
3,141,014
3,000,000
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. Currently It is about 3,1 million seconds per week
Source: AGB Research Nielsen

17. •Investments
•Seasonality
•Players and sectors
•Publishers

18. 5,000,000,000
4,500,000,000
Full Year Jan-June
4,000,000,000
3,500,000,000
3,000,000,000
2,500,000,000
2,000,000,000
2,331,680,314
2,133,287,817
2,115,630,334
1,500,000,000
1,000,000,000
500,000,000
0
2009 2010 2011
Advertisers invested over 10% more in the first half of 2011, in comparison to the
same period 2010
Source: Kantar Media

19. 500,000,000 45,000
450,000,000 40,000
400,000,000 35,000 Investments 2009
350,000,000
30,000 Investments 2010
300,000,000 Investments 2011
25,000
250,000,000 Insertions 2009
20,000
200,000,000 Insertions 2010
15,000 Insertions 2011
150,000,000
100,000,000 10,000
50,000,000 5,000
- -
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 still less by 1% than in 2009)
Source: Kantar Media

20. 450,000,000 70,000
400,000,000 60,000
350,000,000
50,000
300,000,000
Investments Jan-
250,000,000 40,000
June 2009
200,000,000 30,000 Investments Jan-
150,000,000 June 2010
20,000
100,000,000 Investments Jan-
50,000,000 10,000 June 2011
0 - Insertions Jan-June
2009
Insertions Jan-June
2010
Insertions Jan-June
2011
We observe significant increase of expenditures on Hygiene & Beauty
care, Telecoms, Retail and Media.
On the other hand automotiv sector is rather pulling back from print media.
Source: Kantar Media

21. 250,000,000 35000
30000
200,000,000
25000
Investments Jan-
150,000,000 20000 June 2009
Investments Jan-
100,000,000 15000 June 2010
Investments Jan-
10000 June 2011
50,000,000 Insertions Jan-June
5000 2009
Insertions Jan-June
0 0
2010
Insertions Jan-June
2011
Agora is no1 Publisher, but it’s loosing it’s potential.
Source: Kantar Media

23. 1,400,000,000
Full Year Jan-June
1,200,000,000
1,000,000,000
800,000,000
600,000,000
641,701,125
618,600,502
597,896,995
400,000,000
200,000,000
-
2009 2010 2011
Outdoor market is rather in stagnation, however it is assumed that the revenues
shall be higher in the next half of the year, as a result of parliamentary elections.
Source: Kantar Media

24. 130,000,000
120,000,000
110,000,000
100,000,000
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.
Source: Kantar Media

25. 2009 2010 Jan-June 2011
AMS AMS AMS
STROER POLSKA STROER POLSKA 0%
14% 15% 15% STROER POLSKA
31% CITYBOARD MEDIA 31% CITYBOARD MEDIA 32%
12% 10% 10% CITYBOARD MEDIA
CLEAR CHANNEL CLEAR CHANNEL
11% POLAND 10% POLAND
NEWS OUTDOOR NEWS OUTDOOR 17% CLEAR CHANNEL
19% POLAND
14% 18% POLAND
Others
15% POLAND
Others
26% Others
Outdoor market is consolidated. Over 80% of the market is held by 4
biggest media owners.
AMS has the highest revenues (1/3 of OOH market in Poland). News
Outdoor Poland was bought by Stroer in October 2010, what increased
advantage on smaller players.
Source: Kantar Media

26. 400,000,000
350,000,000
Jan-June 2009 Jan-June 2010 Jan-June 2011
300,000,000
250,000,000
200,000,000
150,000,000
100,000,000
50,000,000
-
Frontlight Citylight Billboard Backlight
Investments on Billboards are decreasing, but we can also observe
growth of expenditures on Citilights (by 19%). Investments on
Frontlights and Backlights are on a stable level.
Source: Kantar Media

28. 700,000,000
Full Year Jan-June
600,000,000
500,000,000
400,000,000
300,000,000
303,125,189
275,920,017
200,000,000
199,754,335
100,000,000
-
2009 2010 2011
Advertisers invested over 10% more in the first half of 2011, in comparison to the
same period 2010
Source: Kantar Media

29. 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
As cinema becomes more and more important in media
planning, periodicity of expenditures is based on the opening nights
timetable.
Source: Kantar Media

30. CLOTHING & ACCESSORIES
HYGIENE & BEAUTY CARE
100% COMPUTER & AUDIO VIDEO
PHARMACEUTICAL
90% PRODUCTS, MEDICINE
3% 2% 6% RETAIL
80% 8% 5% 6% HOUSEHOLD APPLIANCES, FURNITURE &
70% 10% 6% DECORATION
11% OTHERS
7%
60% 8% 11% 8% TRAVEL / TOURISM / HOTELS &
4% 4% RESTAURANTS
50% MEDIA, BOOKS, CDs AND DVDs
14%
16% 13%
40% BEVERAGES & ALCOHOLS
30% 14% 16% AUTOMOTIVE
12%
FINANCIAL
20%
18% 17% 18% TELECOMS
10%
LEISURE
0%
FOOD
2009 2010 Jan-June 2011
After first half of 2011 biggest sectors are Food, Leisure and
Telecoms.
Source: Kantar Media

31. 2009 2010 Jan – June 2011
MULTIKINO MULTIKINO MULTIKINO
25% 35% 42%
75% 65% 58%
NEW AGE NEW AGE NEW AGE
MEDIA MEDIA MEDIA
Polish cinema market is very consolidated – there are only 2 media
owners which are monitored.
Since May 2010 there is a new player – Kinads, however its revenues
are still not monitored (Jan-June Kinads ratecard estimates: 47,7
mln).
Source: Kantar Media

33. Google+ is a new social media service run by Google. First users started loging in in Poland
at the beginning of July. Number of worldwide online users scored over 10 million after
week being online. Google+ provides similar functionalities as Facebook and is considered
as the biggest market rival of Mark Zuckerbergs empire. Google+ lets users to segregate
their contacts in circles, four basic: friends, family, acquaintaces and following, but users can
also create it’s own.

34. Over 100 000 people more than last year used online radio streaming. Now over
1,5 million users listen to radio online in Poland. 31,5% of respondents use their
mobile phones to receive the signal – that’s 3 points more than in 2010. 22,5
million users use traditional receivers and less than 1 million sattelite or cable TV.
In first half of 2011 80% of respondents used radio and this doesn’t change
comparing to 2010. It’s still a big audience – 24 million people.
Source: http://interaktywnie.com/biznes/newsy/raporty-i-badania/ponad-poltora-miliona-polakow-slucha-radia-online-21074

36. Looking for inspiration…?
Media Direction Group is on Facebook now!
Just click and check what is new in the world of add.
Find us on Facebook
Below you’ll find links to inspiring actions:
• BIG MILK collage – find yourself on the picture
• Magnum – pyramid of pleasure (FB application)

37. Media Direction OMD webpage:
www.mediadirection.com.pl
In case You have any further questions
concerning Media Landscape
Updater, please contact Andrzej Piskorek
piskorek@mediadirection.com.pl