The document provides media investment data from 2010-2012 in Poland. From January to August 2012, total investments increased 3% over 2011, though newspapers saw a 6% decrease. Television advertising also slightly decreased. The top sectors for advertising spending are telecoms, pharmaceuticals, food, and retail. TV remains the dominant medium, accounting for over 50% of viewing time.
4. Television 3,000
Mln
Radio 2,500
2,000
Newspapers
Jan - August 2012 1,500
Magazines
Jan - August 2011 1,000
Outdoor
Jan - August 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 August 2012 advertisers invested 3% more vs. 2011, while considering media
ratecard revenues. Major decrease is noted by Newspapers (-6%), but also TV (-
0,42%). While considering net expenditures we expect rather decrease of media
investments by the end of the year.
Source: Kantar Media, ratecard expenditures
5. Aflofarm remains No1. on media market. The highest increase of media expenditures
is noted by Jeronimo Martins (Biedronka) and PTK Centertel.
Source: Kantar Media, ratecard expenditures
6. COMPUTER & AUDIO VIDEO
100%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
4%
5% CLOTHING & ACCESSORIES
5%
4% 5%
80% 6% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
6% 5%
6%
8% 7% TRAVEL / TOURISM / HOTELS & RESTAURANTS
7%
7%
7% LEISURE
60% 7%
7%
7% BEVERAGES & ALCOHOLS
10%
7%
9%
AUTOMOTIVE
8%
40% 8%
9% FINANCIAL
15% 9%
13% OTHERS
20% 11%
11% MEDIA, BOOKS, CDs AND DVDs
12%
12% HYGIENE & BEAUTY CARE
13%
12% RETAIL
0%
12%
2010 FOOD
2011
PHARMACEUTICAL PRODUCTS, MEDICINE
Jan - August 2012
TELECOMS
Till August 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. • 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. 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 +4%
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 - Sep 2011 2012
Jan Jan - Sep
From January to September 2012 total number of generated GRP’s is higher
than in 2011 by 4%.
Source: AGB Nielsen Media Research, TG: all 16-49
10. Share of Viewing by Stations Group (All 16-49)
others Big 4
100%
90%
25.6% 29.0%
80% 33.4% 37.9% 43.1%
70%
60%
50%
40%
74.4% 71.0%
30% 66.6% 62.1% 56.9%
20%
10%
0%
Sep
Sep
Jan
Nov
Jan
Sep
Jan
Sep
Jan
Jan
Sep
Jan
Sep
Nov
Nov
Nov
Nov
Nov
Mar
Mar
Mar
Mar
Mar
Mar
Jul
Jul
Jul
Jul
Jul
Jul
May
May
May
May
May
May
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. 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 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. 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 20,000
TVP 2008 TVP 2009
TVN 2008 TVN 2009 TVN 2010
TVP 2010 TVP 2011
0 TVN 2011 TVN 2012
TVP 2012
0
1 3 5 7 9 111315171921232527293133353739414345474951 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
weeks
140,000 no of seconds sold - POLSAT 4,000,000 no of seconds sold - AtMedia
120,000 3,500,000
100,000 3,000,000
2,500,000
no of secs
80,000
no of secs
2,000,000
60,000
1,500,000
40,000
1,000,000
20,000 500,000
Polsat 2008 Polsat 2009 Polsat 2010 AtMedia 2008 AtMedia 2009 AtMedia 2010
0 Polsat 2011 Polsat 2012 0 AtMedia 2011 AtMedia 2012
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 111315171921232527293133353739414345474951
weeks
Source: AGB Nielsen Media Research
13.
14. Programme Date Audience AMR % Programme Date Audience AMR %
SPORT /SERWIS SPORT./ 2012-09-23 1 799 819 9,89% M JAK MILOSC /TELENOW.POL./ 2012-09-17 2 801 688 15,40%
OJCIEC MATEUSZ NA DOBRE I NA ZLE
/SER.KRYM.OBYCZ.POL./ 2012-09-13 1 720 078 9,45% /SER.OBYCZ.POL./ 2012-09-26 2 299 671 12,64%
PROGNOZA POGODY 2012-09-23 1 548 941 8,51% BARWY SZCZESCIA /SER.POL./ 2012-09-24 1 507 317 8,28%
WIADOMOSCI 2012-09-23 1 534 416 8,43% KULISY SERIALU M JAK MILOSC 2012-09-24 1 397 439 7,68%
SILA WYZSZA /SER.POL/ 2012-09-02 1 394 412 7,66% BITWA NA GLOSY /TELEDYSK/ 2012-09-24 1 388 377 7,63%
KRONIKA LI PARAOLIMPIJSKICH EKSPRES REPORTEROW 2012-09-25 1 168 482 6,42%
LONDYN 2012 2012-09-09 1 266 832 6,96% RODZINKA.PL /SER.KOM.POL./ 2012-09-07 1 155 464 6,35%
FESTIWAL BIEGOWY KRYNICA - KABARETOWY KLUB DWOJKI NA
KRONIKA 2012-09-09 1 202 095 6,61% WAKACJACH /PROG.ROZR.POL./ 2012-09-01 1 125 575 6,19%
RAMBO II /FILM USA/ 2012-09-12 1 185 210 6,51%
Programme Date Audience AMR % Programme Date Audience AMR %
MUST BE THE MUSIC - TYLKO MUZYKA 2012-09-23 2 081 215 11,44% MAM TALENT! / PROGR./ROZR./ 2012-09-29 2250405 12,37%
NIEZNISZCZALNI /FILM SENS.USA/ 2012-09-10 2 024 201 11,12%
SZKLANA PULAPKA 4.0 /FILM SENS.USA - MASTERCHEF /REALITY SHOW POL./ 2012-09-23 2057233 11,30%
W.BRYT./ 2012-09-24 1 687 268 9,27% FAKTY 2012-09-30 1764087 9,69%
GOT TO DANCE: TYLKO TANIEC EXTRA UWAGA ! /MAG.SENS.POL./ 2012-09-23 1723858 9,47%
/REP.POL./ 2012-09-10 1 477 434 8,12% LEKARZE /SER.OBYCZ.POL./ 2012-09-17 1572755 8,64%
MUST BE THE MUSIC - TYLKO MUZYKA
EXTRA /REP.POL./ 2012-09-10 1 460 614 8,03% PRAWO AGATY /SER.OBYCZ.POL./ 2012-09-25 1559800 8,57%
EPOKA LODOWCOWA 2 - ODWILZ /FILM KUCHENNE REWOLUCJE /REALITY
ANIM.USA/ 2012-09-22 1 421 356 7,81% SHOW POL./ 2012-09-27 1519228 8,35%
METRO STRACHU /FILM FAB.USA/ 2012-09-03 1 278 998 7,03% PROGNOZA POGODY 2012-09-23 1462173 8,03%
GOT TO DANCE: TYLKO TANIEC 2012-09-21 1 265 251 6,95%
16. 5,000,000,000
Full Year Jan - August
4,500,000,000
4,000,000,000
3,500,000,000
4,739,082,125
4,452,430,098
3,000,000,000
2,500,000,000
2,982,419,012
2,961,394,119
2,704,214,486
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
0
2010 2011 2012
Till August 2012 print revenues increased only by 0,7%, however while considering
net expenditures we estimate rather significant decreased of expenditures.
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 - VIII
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 - VIII
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% ads more bymedia sold 9% is still less by 1% than in 2009)
Till August 2012 print this period (it less insertions than in 2011.
Source: Kantar Media
18. 600,000,000 90,000
80,000
500,000,000 Investments I - VIII
70,000
2010
400,000,000 60,000
50,000 Investments I - VIII
300,000,000 2011
40,000
200,000,000 30,000 Investments I - VIII
20,000 2012
100,000,000
10,000 Insertions I - VIII
0 - 2010
Insertions I - VIII
2011
Insertions I - VIII
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. 600,000,000 90000
80000
500,000,000 Investments I -
70000
VIII 2010
400,000,000 60000
Investments I -
50000 VIII 2011
300,000,000
40000
Investments I -
200,000,000 30000 VIII 2012
20000 Insertions I - VIII
100,000,000 2010
10000
0 0 Insertions I - VIII
2011
Insertions I - VIII
2012
Till August 2012 Bauer and Agora SA are top players on the print market
(considering media ratecard revenues).
Source: Kantar Media, M&MP
20. The first edition of Pierwszy million quarterly in September
2012 (Ringier Axel Springer). Magazine is aimed at the
reader who want to start their own company or to expand
an existing new business. Circulation of next issues has not
been confirmed.
21. Bloomberg Businessweek (Media Point Group) has been closed
after a year of publishing. Last issue – 1st October 2012.
The editor is looking for a new publisher in Poland.
22. Bauer bought a license to issue Grazia (fashion and
celebrities) magazine in Poland. The editor has not
confirmed the date of first emission.
23. Polskapresse decided to refresh free daily
newspaper Echo Miasta and transform it to
Nasze Miasto. Prices of advertising cost will be
reduced.
24. Egmont decided to close popular science
magazine How it works because of low amount
of sales.
26. 1,400,000,000
Full Year Jan - August 2012
1,200,000,000
1,000,000,000
1,246,985,893
800,000,000
1,185,675,851
600,000,000
868,344,064
805,952,048
768,929,959
400,000,000
200,000,000
0
2010 2011 2012
Till August 2012 advertisers invested 8% more in comparison to the same period of
2011 (on the ratecard basis).
Source: Kantar Media
28. 2010 2011
AMS
Jan - August 2012
AMS
STROER POLSKA
STROER POLSKA STROER POLSKA 16%
25% 15% AMS
31% 32% 30%
CITYBOARD MEDIA
10%
CITYBOARD MEDIA 9%
CITYBOARD MEDIA
10% CLEAR CHANNEL CLEAR CHANNEL
POLAND 16% POLAND
16%
15% 19% Others
CLEAR CHANNEL
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. 600
Jan - August 2010 Jan - August 2011 Jan - August 2012
500
400
300
200 -6% +6% -3%
+14%
100
-
Backlight Billboard Citylight Frontlight
We observe growth of expenditures on BB (+6%) and Frontlights
(+14%), whereas Backlights loose the most.
Source: Kantar Media
30.
31. Totalizator Sportowy, owner of the brand LOTTO, carry out the first Polish campaign imitates
the operation of the machine randomizing of bus stop.
The campaign has started in late September and promotes new game Lotto Plus .
On the bus shelters in Poland can be seen bouncing balls which mimic the operation of the
randomizing machine . Randomizing machine has appeared in 35 cabinets in 7 bus shelters
Polish cities.
32. September 1 begins with a custom campaign on CLP. On the streets of Lodz in selected Citylights
you will see the real materials from the collection of IKEA fabrics.
This is an example of using fabric instead of the standard poster paper.
33. For Bingo Airways fleet - Polish charter airline joined an Airbus A320. The plane has a special
promotional painting designed together with the brand lollipops Chupa Chups. Graphics slogan
refers to the brand and its character Chupa Chuck - "Chupa Chups, Chill in the Air" will be the
motto of flight of the airplane. All children traveling on the plane will be able to board the Chupa
Chups lollipops taste.
34.
35. 800,000,000
Full Year Jan - Aug 2012
700,000,000
600,000,000
500,000,000
709,250,418
556,711,916
663,837,150
400,000,000
418,528,024
401,393,304
300,000,000
200,000,000
+33%
100,000,000
0
2010 2011 Jan - Aug 2012
Advertisers invested over 33% more in 2012 vs. 2011 (considering
monitored players: NAM and Multikino).
Source: Kantar Media
36. 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 and August again
stronger versus previous year.
Source: Kantar Media
37. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
CLOTHING & ACCESSORIES
100% HYGIENE & BEAUTY CARE
1% 3%
90% 5% 4% 4% TRAVEL / TOURISM / HOTELS & RESTAURANTS
0% 3% 5%
8% 5% HOUSEHOLD APPLIANCES, FURNITURE &
80% 6% 5%
4% DECORATION
6% PHARMACEUTICAL PRODUCTS, MEDICINE
70% 7%
10% 6%
OTHERS
7% 7%
60% 5%
8% RETAIL
11% 10%
50% COMPUTER & AUDIO VIDEO
15% 11% FINANCIAL
40% 17%
BEVERAGES & ALCOHOLS
30% 14% 13%
MEDIA, BOOKS, CDs AND DVDs
13%
20% AUTOMOTIVE
20% 22%
14% FOOD
10%
TELECOMS
0%
LEISURE
2010 2011 Jan - Aug 2012
Till August 2012 biggest sectors are Leisure, Telecoms and Food.
Media sector increases its shares, whereas beverages & alcohol
sector is rather in retreat.
Source: Kantar Media
38. Jan - Aug 2012
2010 2011
MULTIKINO MULTIKINO
MULTIKINO
NEW AGE
MEDIA
49%
35% 44% NEW AGE 51%
65% 56% MEDIA
NEW AGE
MEDIA
New Age Media is player number one on Polish cinema market, with its
share on the level of 51%. Small cinema brokers gain
importance, however their media revenues are still not monitored.
Source: Kantar Media
39.
40. 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
Surprisingly very strong August in comparison to previous months.
Source: NAM
42. Full Year Jan - July
3,000,000,000
2,500,000,000
2,000,000,000
3,119,219,051
2,478,233,145
2,003,345,310
2,240,817,323
1,500,000,000
1,504,852,830
1,000,000,000
500,000,000
0
2010 2011 2012
Till August 2012 radio ratecard revenues were higher by 12%
while comparing to 2011.
Source: Kantar Media
44. 2010 2011 Jan - August 2012
RMF FM RMF FM RMF FM
ZET ZET
PR 3 PR 3 ZET
27% 32% 30%
47% PR 1 43% PR 1
43%
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 of
30%, whereas main competitor radio Zet notes 19%.
Source: Kantar Media
45. Jan - August 2012
2010 GRUPA RMF 2011 GRUPA RMF
2%
GRUPA RMF
2% EUROZET 2% EUROZET
11% EUROZET
12% GRUPA RADIOWA 12% GRUPA RADIOWA
36%
8% 33% TIME TIME 12% 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
Others
For the last years RMF FM and Zet have been the biggest radio
stations on Polish market.
Source: Kantar Media
46.
47. Daily reach IH 2012 Time of listening IH 2012
229
4
.
mln people
hours
22minutes each day
Source: Radio Track, Millward Brown SMG/KRC. Total Radio
48. Daily time of listening1H 2012 The number of listening
station 1H 2012
27.1%
52.5%
20.6%
18.0%
29.7%
12.5%
9.4% 17.8%
7.0%
5.4%
less 1-2 2-3 3-4 4-5 5-6 6 1 station 2 stations 3 stations and
then hours hours hours hours hours hours more
an and
hour more
Source: Radio Track, Millward Brown SMG/KRC, IH 2012; Total radio.
49. Share of listening time
1H 2011
29%
28.4%
27%
26.9%
1H 2012
19%
17.9%
10.9%
11%
5.0%
4%
Grupa RMF Polskie Radio Eurozet Time Agora
Source: Radio Track, Millward Brown SMG/KRC
50. Share of daily listening
1H 2011
10.6
10.3
1H 2012
8.6
8.3
7.6
7.2
4.6 4.7
2.0 2.0
Grupa RMF Polskie Radio Eurozet Time Agora
Source: Radio Track, Millward Brown SMG/KRC
51.
52. 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
53. Thematic category: Social Media Thematic category: Culture
(Top 5 portals according to reach) and entertainment
(Top 5 portals according to reach)
In 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.
Source: MegapanelPBI/Gemius, December 2010- December 2011
54. MAIN TYPES OF ONLINE ADVERTISING DISLPAY AD FORMATS
50% 7%
4%
2010 2011
45% 44% 2% 4%
28%
41% 4%
40% 3%
8%
35% 33%
30% 7%
30% 20%
13%
25%
20%
17% 17%
15%
double billboard rectangle billboard
10%
7% 7%
skyscraper box toplayer
5%
2% 2%
0% triple billboard banner wideboard
display SEM ogłoszenia e-mail inne
halfpage other
55. 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 buying
only the impressions they need at a price they are
willing to pay.
RTB involves a real time auction for each ad
impression in which buyers and sellers come to an
agreement on the value of each ad impression and
concluding the transaction.
Each ad impression is unique - the time of
day, the place or website, the audience, the
propensity of that audience to make a purchasing
transaction at that particular time and place and
given their transaction history.
Auctions take place at a blink of an eye. A typical
exchange imposes one tenth of a second for the
bids to return.
Source: "The arrival of Real-Time Bidding" by Google.
57. 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
