Media investments in Poland increased 4% in the first half of 2012 compared to 2011, though newspaper advertising decreased 6%. Aflofarm maintained the largest share of the media market. Telecommunications was the largest advertising sector at 13% of spending. Television viewing increased during major sporting events like Euro 2012 and the Olympics, though thematic channels are gaining audience share from mainstream stations.

1. by

2. 1. Media snapshot
2. TV advertising
3. Press advertising
4. Outdoor advertising
5. Cinema advertising
6. Radio advertising
7. Online advertising

3. •Media investments
• Media mix
• Biggest players
• Sectors

4. Television 3,000
Mln
Radio 2,500
2,000
Magazines
Jan - June 2012 1,500
Newspapers
Jan - June 2011 1,000
Outdoor
Jan - June 2010 500 2010 2011 2012
Cinema
mln 0
0 4,000 8,000 1 2 3 4 5 6 7 8 9 10 11 12
In 1H of 2012 advertisers invested 4% more vs. 2011, while considering media
ratecard revenues. Major decrease is noted by Newspapers (-6%).
Source: Kantar Media, ratecard expenditures

5. Aflofarm remains No1. on media market. The highest increase of media
expenditures is noted by Volkswagen Group Polska, Jeronimo Martins (Biedronka)
and Coca – Cola.
Source: Kantar Media, ratecard expenditures

6. COMPUTER & AUDIO VIDEO
100%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
90% 4%
5% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
5%
4% 4%
80% 7% CLOTHING & ACCESSORIES
5%
7%
7% 7%
70% TRAVEL / TOURISM / HOTELS & RESTAURANTS
7%
6%
7%
8% LEISURE
60% 6%
7%
6% BEVERAGES & ALCOHOLS
10%
50% 7%
9%
8% OTHERS
8%
40%
9% MEDIA, BOOKS, CDs AND DVDs
15% 9%
30%
13% FINANCIAL
11%
20% 11% AUTOMOTIVE
12%
10% 13% HYGIENE & BEAUTY CARE
13%
12% RETAIL
0%
13%
2010 FOOD
2011
PHARMACEUTICAL PRODUCTS, MEDICINE
Jan - June 2012
TELECOMS
In 1H of 2012 Telecom sector is No.1 with its share on the level of 13%.
On the next positions are: Medicine, Food and Retail.
Source: Kantar Media

7. • Average Time Viewed
• All time viewing
• GRP’s total
• Seconds sold
• Nice to know

8. 300
280
260 2010 2011 2012
240
220
200
180
160
140
120
100
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
and Olympic Games.
Source: AGB Nielsen Media Research

9. Share of Viewing by Stations Group (All 16-49)
others Big 4
100%
90%
25.6% 29.0% 33.4%
80% 40.7%
70%
60%
50%
40%
74.4% 71.0% 66.6%
30% 59.3%
20%
10%
0%
Nov
Nov
Nov
Nov
Nov
Nov
May
May
May
May
May
May
Sep
Sep
Sep
Sep
Sep
Sep
Jul
Jul
Jul
Jul
Jul
Jul
Jan
Jan
Jan
Jan
Jan
Jan
Mar
Mar
Mar
Mar
Mar
Mar
2007 2008 2009 2010 2011 2012
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

10. 2,500,000
2,000,000
+3%
+7%
+13% +8%
1,500,000
+2%
+9% -4%
+12%
1,000,000 +14%
+12%
+20%
500,000 +3%
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 - July 2011 2012
Jan Jan - July
In 1H of 2012 total number of generated GRP’s is higher than in 2011 by 4%.
We observed stronger activity during Euro 2012, however not as strong as
expected at the beginning of 2012.
Source: AGB Nielsen Media Research, TG: all 16-49

11. no of seconds sold - Total TV
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
no 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 25% 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. 250,000 no of seconds sold - TVP1+TVP2 120,000 no of seconds sold - TVN
100,000
200,000
80,000
150,000
no of secs
no of secs
60,000
100,000
40,000
50,000 TVP 2008 TVP 2009 20,000
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
140,000 no of seconds sold - POLSAT 4,000,000 no of seconds sold - AtMedia
120,000 3,500,000
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
Polsat 2008 Polsat 2009 500,000 AtMedia 2008 AtMedia 2009
20,000 AtMedia 2010 AtMedia 2011
Polsat 2010 Polsat 2011
Polsat 2012
0 AtMedia 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
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

14. Programme Date Audience AMR%
Programme Date Audience AMR%
EURO 2012 FINAŁ HISZPANIA- MAZURSKA NOC KABARETOWA 2012-07-14 1 531 923 8,42%
WŁOCHY 2012-07-01 4 833 038 26,56% KABARETOWY KLUB DWOJKI NA
WAKACJACH 2012-07-07 1 417 310 7,79%
STUDIO SPORT 2012-07-01 4 051 592 22,26%
CEREMONIA MEDALOWA EURO MAZURSKA NOC KABARETOWA 2012-07-14 1 393 077 7,66%
2012 2012-07-01 3 813 287 20,95% KABARETOWY KLUB DWOJKI NA
IO LONDYN 2012 / SIATKÓWKA WAKACJACH 2012-07-07 1 379 909 7,58%
POL-WŁ 2012-07-29 2 893 669 15,90% XVIII FESTIWAL KABARETU -
KOSZALIN 2012 2012-07-28 1 350 602 7,42%
EURO 2012 PO MECZU HISZ - WŁ 2012-07-01 1 659 266 9,12%
MAZURSKA NOC KABARETOWA 2012-07-14 1 290 773 7,09%
SPORT /SERWIS SPORT./ 2012-07-01 1 621 442 8,91%
ZAPROSZENIE NA TOUR DE
PROGNOZA POGODY 2012-07-01 1 592 199 8,75%
POLOGNE 2012-07-07 1 188 909 6,53%
Programme Date Audience AMR%
Programme Date Audience AMR%
CEREMONIA MEDALOWA LŚ
FAKTY 2012-07-29 1 311 150 7,20%
SIATKÓWKI 2012-07-08 1 437 602 7,90%
SKNERUS 2012-07-22 1 144 013 6,29%
LIGA SWIATOWA SIATKOWKI /
VABANK II CZYLI RIPOSTA 2012-07-15 1 068 489 5,87%
POLSKA-USA 2012-07-08 1 370 126 7,53%
KLAMCA KLAMCA 2012-07-29 986 996 5,42%
BAD BOYS II 2012-07-23 1 366 237 7,51%
PROGNOZA POGODY 2012-07-15 964 514 5,30%
BAD BOYS 2012-07-02 1 247 240 6,85%
HARRY POTTER I WIEZIEN
S.W.A.T. JEDNOSTKA SPECJALNA 2012-07-16 1 240 600 6,82%
AZKABANU 2012-07-20 948 537 5,21%
SIE KRECI NA ZYWO KULISY 2012-07-23 1 234 576 6,78%
TVN CLIP 2012-07-22 907 824 4,99%
NEW YORK TAXI 2012-07-25 1 234 222 6,78%

15. • Investments
• Seasonality
• Players and sectors
• Publishers
• Print - nice to know

16. 5,000,000,000
Full Year Jan - June
4,500,000,000
2,360,613,214
2,343,788,060
4,000,000,000
2,115,630,334
3,500,000,000
4,739,082,125
4,452,430,098
3,000,000,000
2,500,000,000
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
0
2010 2011 2012
In 1H of 2012 print revenues increased by 1% (mainly thanks to increase of
magazines revenues). We predict rather decrease of investments in the 2H of
2012.
Source: Kantar Media

17. 500,000,000 45,000
450,000,000 40,000 Investments 2010
400,000,000
35,000
Investments 2011
350,000,000
30,000
300,000,000 Investments I - VI
25,000 2012
250,000,000
20,000 Insertions 2010
200,000,000
15,000
150,000,000 Insertions 2011
10,000
100,000,000
Insertions I - VI 2012
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% 2012more media sold 8% (it is insertions than in 2011. 2009)
In 1H of ads print by this period less still less by 1% than in
Source: Kantar Media

18. 450,000,000 70,000
400,000,000 60,000
Investments I - VI
350,000,000
50,000 2010
300,000,000
250,000,000 40,000 Investments I - VI
2011
200,000,000 30,000
150,000,000 Investments I - VI
20,000 2012
100,000,000
50,000,000 10,000
Insertions I - VI
0 - 2010
Insertions I - VI
2011
Insertions I - VI
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

19. 450,000,000 70000
400,000,000
60000
Investments I - VI
350,000,000
2010
50000
300,000,000
Investments I - VI
250,000,000 40000 2011
200,000,000 30000 Investments I - VI
150,000,000 2012
20000
100,000,000 Insertions I - VI
10000 2010
50,000,000
0 0 Insertions I - VI
2011
Insertions I - VI
2012
In 1H of 2012 Bauer and Agora SA are top players on the Print market
(considering media revenues).
Source: Kantar Media, M&MP

21. Average sales
„Fakt” is constantly the leader among dailies, but starting from April 2012 average sales
drop significantly.
„Gazeta Wyborcza” and „Super Express” noticed a slight increase in June 2012 after
drops in previous months.
„Rzeczpospolita” notes continuous decline in sales.
ZKDP: 01.2011 – 06.2012

22. Average sales
Angora is still the leader among weekly reviews. (an average sales is 362 989 a month).
„Uważam Rze” appeared last year on the market and now its average sales is 133 321 a month.
„Gość Niedzielny” (the second place) – catholic weekly, has still high position among others weekl
reviews.
The last position - Przekrój with constant decline in sales.
All national weeklies have seen a drop in sales over last 1.5 year.
ZKDP: 01.2011 – 05.2012

23. Harper’s Bazaar (Hearst Marquard Publishing) will debut on
Polish publishing market in autumn. Regular editions will
start in the spring 2013.

24. Arter changing the publishing house (from G+J to Bauer) Naj
has changed it’s periodicity from monthly do weekly. Relaunch
was supported by advertising campaign for 6.6 million PLN.
The first issue sell was on the level of 412k what was
considered a success.

25. • Investments
• Seasonality
• Market shares
• Ad types

26. 1,400,000,000
Full Year Jan - June 2012
1,200,000,000
669,174,150
1,000,000,000
622,598,150
597,896,995
1,246,985,893
800,000,000
1,185,675,851
600,000,000
400,000,000
200,000,000
0
2010 2011 2012
In 1H of 2012 advertisers invested 7% 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

27. 140,000,000
130,000,000
120,000,000
110,000,000
100,000,000
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
On the contrary to the prognosis, during Euro 2012 outdoor revenues were
lower than in 2011.
Source: Kantar Media

28. 2010 2011 Jan - June 2012
AMS AMS
AMS
STROER POLSKA STROER POLSKA 16%
15% STROER POLSKA
25% 31% 32% 30%
CITYBOARD MEDIA
10%
CITYBOARD MEDIA 9%
CITYBOARD MEDIA
10% CLEAR CHANNEL CLEAR CHANNEL
POLAND
16% POLAND
16%
19% CLEAR CHANNEL
15% Others 27% Others 29% POLAND
Outdoor market is consolidated. Over 84% of the market is held by 4
biggest media owners.
AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with
29% share is on the second position.
Source: Kantar Media

29. 450
400 Jan - June 2010 Jan - June 2011 Jan - June 2012
350
300
250
200
150 -2% +3% -2%
+13%
100
50
-
Backlight Billboard Citylight Frontlight
We observe growth of expenditures on BB and Frontlights.
Source: Kantar Media

31. Simultaneously with launching the 2012 London Olympics, on the Polish market an Olympic campaign of
Samsung Galaxy S III appeared. The campaign will last till the end of August. Samsung planned
TV, press, Internet, and OOH campaigns. Concerning the OOH activities, billboards at the airports are being
exposed, as well as the vinyl nets in Warsaw.

32. Taking advantage of the Polish Olympic Representation sponsorship, Tyskie, after the succeed of the first
part of the „5 Stadium” campaign during Euro 2012, is continuing this event now.
„5 Stadium” means whole Poland, the slogan on the official website states: „5 Stadium is
everywhere, where the fans are” and the fans are in all 908 cities of Poland… The action launched on
Facebook „Poled Zimochem” (Fly with Zimoch) promoted by Tomasz Zimoch allows the fans to comment
the sport events and be rewarded. Let’s cheer our Polish sportsmen on!

33. Promotional action by Nikon at the Polish seaside shows how important and beneficial using of
seasonal advertising may be in trying to reach specific target group. Nikon created
„photographical city”, where there’s a chance to test the photo equipment not only for the
adults, but also for the children. In the „Nikon city” it’s possible to participate in the sport
events, such as volleyball, skim-boarding and spike-ball and take a professional picture that one
can take home.

34. Thanks to the Polish Olympic Representation sponsors: Acer, Intel, and Planeta FM, the fans can
feel the Olympic atmosphere travelling in the London buses across Warsaw. Inside, the guests
can participate in the contests, see the animations and transmissions from the Olympic Games.
The action is conducted by the hostesses who will invite people inside the bus and a DJ playing
the music from Planeta FM radio. The program aims to educate people in the field of sport
events, building positive sport emotions and to promote the sponsors.

35. Frugo decided to take care of the fans, who will take part in the summer music events. First
Frugo air-walls appeared on July, 27th. We can find on them funny warnings about the side-
effects of being at the concerts, but also some useful information that will help people
participating in the summer events. The posters’ designs illustrate the exact image of
twisted, fruity Frugo.

37. 800,000,000
700,000,000 Full Year Jan - June 2012
600,000,000
500,000,000
709,250,418
663,837,150
400,000,000
409,260,519
300,000,000
200,000,000
100,000,000 +35%
0
2010 2011 Jan - June 2012
Advertisers invested over 35% more in 2012 vs. 2011 (considering
monitored players: NAM and Multikino).
Source: Kantar Media

38. 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
Because of Euro 2012 cinema audience and media revenues in June
were lower in comparison to the previous years.
Source: Kantar Media

39. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
HOUSEHOLD APPLIANCES, FURNITURE &
100% DECORATION
2% TRAVEL / TOURISM / HOTELS & RESTAURANTS
5% 3%
90% 5% 4% 4% PHARMACEUTICAL PRODUCTS, MEDICINE
5% 5%
8% 3% CLOTHING & ACCESSORIES
80% 0% 7% 7%
10% 7% HYGIENE & BEAUTY CARE
70% 7%
5% 7% OTHERS
6%
60% 4%
8% COMPUTER & AUDIO VIDEO
11%
11%
50% RETAIL
15% 14% BEVERAGES & ALCOHOLS
40% 17%
MEDIA, BOOKS, CDs AND DVDs
30% 14% 16% FINANCIAL
13%
20% AUTOMOTIVE
20% 17% FOOD
10% 14%
TELECOMS
0%
LEISURE
2010 2011 Jan - June 2012
In 1H of 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

40. Jan - June 2012
2010 2011
MULTIKINO MULTIKINO
MULTIKINO
NEW AGE 47%
MEDIA
35% 44% NEW AGE 53%
65% 56% MEDIA
NEW AGE
MEDIA
Polish cinema market is very consolidated – there are only 2 media
owners which are monitored (third biggest player - Kinads).
Source: Kantar Media

42. 6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
2012 2011 2010 2009
0
January February March April May June July August September October November December
In 1H of 2012 Cinema audience was weaker while comparing to the same
period of 2011 by 8%.
Source: NAM

43. • Investments
• Seasonality
• Media owners
• Media shares
• Radio – nice to know

44. Full Year Jan - June
3,000,000,000
1,783,331,224
2,500,000,000
1,518,437,955
1,144,773,892
2,000,000,000
3,119,219,051
2,478,233,145
1,500,000,000
1,000,000,000
500,000,000
0
2010 2011 2012
In 1H of 2012 radio ratecard revenues were higher by 17%
while comparing to 2011.
Source: Kantar Media

45. 390,000,000
340,000,000
290,000,000
240,000,000
190,000,000
140,000,000
2010 2011 2012
90,000,000
40,000,000
1 2 3 4 5 6 7 8 9 10 11 12
We observe typical seasonality of radio expenditures.
Source: Kantar Media

46. 2010 2011 Jan - June 2012
RMF FM RMF FM RMF FM
ZET ZET
PR 3 PR 3 ZET
27% 32%
47% PR 1 43% PR 1 40% 33%
Others Others PR 3
21% PR 1
17% 19%
2% 3% 3% 5% 3% 5%
Strong 1H of 2012 for RMF FM with its SoS on the level of
33%, whereas main competitor radio Zet notes 19%.
Source: Kantar Media

47. Jan - June 2012
2010 GRUPA RMF 2011 GRUPA RMF
2%
GRUPA RMF
2% EUROZET 2% EUROZET 11%
EUROZET
12% GRUPA RADIOWA 12% GRUPA RADIOWA
8% 33% TIME TIME 11% 39% GRUPA RADIOWA
10% 39% TIME
POLSKIE RADIO
POLSKIE RADIO
15% POLSKIE RADIO
3% 17% AGORA S.A.
AGORA S.A. Others
25% 22%
20% Others
Others
For the last years RMF FM and Zet have been the biggest radio stations
on Polish market.
Source: Kantar Media

49. Radio stations Radio groups
30% 40%
35%
25%
Share in the time of listening
RMF FM 8,957 Grupa RMF
Share in the time of listening
30% 10,275
20% Polskie 8,278
Radio Zet 25%
Radio
15% PR 1 6,286 20% Eurozet
3,908 7,245
10% PR 3 15% Time
3,628 2,812 4,705
10%
5% Agora
1,603 1,425 5% 2,044
0% 0%
0 50 100 150 200 250 0 50 100 150 200 250
Avarage time of listening
Avarage time of listening
The highest share of the time of listening noted RMF Group.
Avarage time of listening of RMF FM is 163 minutes per day.
The highest time of listen noted Polish Radio espacially PR-3 (182 minutes per day).
Source: Raio Track Millword Brown SMG/KRC, share in the time of listening, avarage time of listening , daily reach (thousand) I-VI 2012

51. MAIN TYPES OF ADS – SHARES: ECONOMIC SECTORS – SHARES:
AUTOMOTIIVE 16.4%
FINANCE 12.4%
TELECOMMUNICATION 9.7%
REAL ESTATE 9.3%
TRADE 9.3%
MEDIA, BOOKS, CD, DVD 6.8%
FREE TIME 6.1%
HYGIENE AND CARE 5.2%
FOOD 4.9%
TOURISM, HOTELS, RESTAURANTS 3.5%
BUSINESS SERVICES 3.3%
FERNITURE, DECO, AGD 3.1%
PHARMACEUTICAL PRODUCTS, DRUGS 2.5%
COMPUTERS AND AUDIO VIDEO 2.5%
EDUCATION 2.0%
CLOTHING 1.6%
ALCOHOLIC AND NONALCOHOLIC… 1.2%
Source: IAB Polska/PwC AdEx 2012 Q’1 HOUSEHOLD PRODUCTS 0.3%
Source: IAB Polska/PwC AdEx 2012 Q’1
Advertising on the Internet is constantly growing – according to IAB AdEx research, made by
PwC, online advertisement spending in Poland in the 1st quarter of 2012 were about 485
mln PLN (9,3% more than last year)
The most active sectors are real estate, automotive, tourism and catering.

53. The new form of advertisement – Type-In – where instead of random password the user
types the advertisement slogan. In this case the advertising message can be not only
noticed but also rewritten. This solution significantly increases the brand awareness and
remembering advertising communication.
Effectivenes of campaigns based on Type-in technology:
Sourse: SolveMedia, Exploring the Impact of Type-ins on Brand and Message Recall, Summer 2010
Instead of: It can be:

54. answer-type-ad flash-type-ad
type-ad expand-type-ad video-type-ad

55. PIXAD – innovative solutions, In-Image Advertising, which for example can help to
generate sales in e-commerce sector. It gives a possibility of advertisements
emissions on the surface of the picture by Pixad Mark, which is turning static
images into interactive ones. It is non-invasive form of advertising because the user
is inducing the ad by moving the mouse over the image.
Additionally, the technology gives precise targeting opportunities, i.e.: personalized
retargeting (age, sex, education), geo targeting, audience targeting, targeting by
categories, specific brands and models, objects on the picture.

56. BOX AD
PIXAD MARK
TEXT AD
BANNER AD

57. Find us on Facebook

58. 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