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. 30
Ratecard Net est.
25 +5%
+4%
+18%
20 +3%
28.27
15
26.97
26.01
billions
22.07
21.46
10
+0,5%
-8% +4% +3%
5
7.68
7.55
7.51
7.29
7.03
0
2008 2009 2010 2011 2012
Advertisers invested 10% more in press vs. Jan-June 2010, but bought
In 2011 media market net expenditures increased by ca. 3% (net
expenditures). We by this in 2012 is expenditures shall rise 2009)
only 5% ads moreestimateperiod (itnet still less by 1% than in only by
0,5%.
Source: Kantar Media, OMD estimations

5. Television Internet Magazines Radio Newspapers Outdoor Cinema
100%
7% 8% 7% 6% 6%
90% 8% 8% 7%
10% 9%
80% 8%
8% 9% 9%
8%
70% 11%
11% 11% 10%
13%
60%
15% 16% 17% 18%
12%
50%
40%
30%
48% 48% 49% 47% 48%
20%
10%
0%
2008 2009 2010 2011 2012
Internet is the fastest developing medium in Poland taking second rank
in media spend.
Source: Kantar Media, net net expenditures

6. Major reshuffle among top 20 players is observed on Polish media market.
Previous No.1 Unilever was dethroned by Aflofarm – marketer No. 8 in 2010
and No. 14 in 2009.
Source: Kantar Media, ratecard expenditures

7. COMPUTER & AUDIO VIDEO
100% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
5% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
4% 5%
4%
4% TRAVEL / TOURISM / HOTELS & RESTAURANTS
80% 6%
6%
5%
7% 6% CLOTHING & ACCESSORIES
7%
8% 7%
BEVERAGES & ALCOHOLS
7%
60% 7%
6%
7%
LEISURE
10% 8%
10% AUTOMOTIVE
8% 9%
40% 8% OTHERS
9% 9%
MEDIA, BOOKS, CDs AND DVDs
11%
14% 12% FINANCIAL
20% 13%
HYGIENE & BEAUTY CARE
12%
14% RETAIL
15%
0% 13% PHARMACEUTICAL PRODUCTS, MEDICINE
TELECOMS
2009
2010 FOOD
Jan-Dec 2011
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
• Nice to know

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
Due to the structure of the Polish society (70% of them living in small cities
and villages) TV is still well consumed (over 3h 20min per day).
Source: AGB Nielsen Media Research

10. All 16-49 TVP1
20%
TVP2
18%
Polsat
16%
TVN
14%
TVP thematic (7)
12% Polsat thematic (11)
10%
TVN thematic (10)
AtMedia (52)
8%
Discovery (8)
6%
TVP3
4% TV4
2% TVN7
other cab/sat
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
We can observe decrease of shares of mainstream channels - TVN and Polsat. The increase of the
share of thematic channels is caused by unattractive offer of big channels' broadcast programming
during winter months.
Source: AGB Nielsen Media Research

11. All 16-49 TVP1
30%
TVP2
Polsat
25%
TVN
20% TVP thematic (7)
Polsat thematic (11)
15%
TVN thematic (10)
10% AtMedia (49)
Discovery (7)
5%
TVP3
TV4
0%
1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031323334353637383940414243444546474849505152 TVN7
Polsat nad TVN have the highest share among TV market. At Media is between
TVP1 and TVP2.
Source: AGB Nielsen Media Research

12. 3,000,000
2,500,000
+3%
+7%
2,000,000
+8%
+13%
+2%
1,500,000 +9% -4%
+12%
+14%
1,000,000
+12%
+20%
500,000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
GRP’s level dynamics slows down visibly in recent years (+3%) in 2011
YoY.
Source: AGB Nielsen Media Research, TG: ALL 16-49

13. Advertising Seconds sold - total market
7,000,000
6,000,000
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
Over 20% more seconds were sold by broadcasters in 2011.
Source: AGB Nielsen Media Research

14. Advertising Seconds sold - TVP
200,000
180,000
160,000
140,000
120,000
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
In the last quarter of 2011 TVP (TVP1 & TVP2) had less inventory than in the 3td one. It
exceeded 90 000 seconds per week. In the end of the year intensity of campaigns falls, as
usually.
Source: AGB Nielsen Media Research

15. Advertising Seconds sold - TVN
120,000
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
Seconds sold is lower during the winter months what reflects traditional seasonality on Polish
media market. The 4Q of 2011 was worse for TVN in comparison to the same period in previous
years. That may be caused by crisis on the markets.
Source: AGB Nielsen Media Research

16. Advertising Seconds Sold - Polsat
140,000
120,000
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 to the sell out limit (which is 12 minutes per hour). There is no
big disproportion between winter months and the rest of the year.
Source: AGB Nielsen Media Research

17. Advertising Seconds Sold - AT Media
4,000,000
3,500,000
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 regularly. The more stations are included in the
package the more inventory may be sold.
Source: AGB Nielsen Media Research

19. By the end of 2011 about 92
Polish-language channels
were monitored by AGB
Nielsen Media Research

20. Program Audience GRP's Program Audience GRP's
RANCZO /SER.KOM.POL./ 3 067 081 16,73% M JAK MILOSC /TELENOW.POL./ 3 318 071 18,09%
MECZ TOWARZYSKI PILKI TELEKAMERY TELETYGODNIA
NOZNEJ /TRANSMISJA/ 2 787 814 15,20% 2011 - WIECZOR GALOWY
WIADOMOSCI 2 575 760 14,05% /RELACJA/ 2 686 742 14,65%
BENEFIS ADAMA MALYSZA KULISY SERIALU M JAK MILOSC 2 368 017 12,91%
/PROG.ROZ./ 2 546 629 13,89% MISTRZOSTWA SWIATA
SPORT /SERWIS SPORT./ 2 352 357 12,83% MEZCZYZN W PILCE RECZNEJ
/TRANSM./ 2 196 645 11,98%
BITWA NA GLOSY / ZAPOWIEDZ/ 2 162 746 11,79%
Program Audience GRP's
Program Audience GRP's X FACTOR /PROG.ROZR.POL./ 3 033 737 16,54%
WYDARZENIA 3 182 845 17,36% FAKTY 2 358 972 12,86%
KEVIN SAM W NOWYM JORKU 2 368 650 12,92% MAM TALENT! / PROGR./ROZR./ 2 318 042 12,64%
KEVIN SAM W DOMU 2 263 091 12,34% PRZEPIS NA ZYCIE
MUST BE THE MUSIC - TYLKO /SER.KOM.OBYCZ.POL./ 1 985 831 10,83%
MUZYKA /PROGR.ROZR.POL./ 2 230 823 12,17% GALIMATIAS CZYLI KOGEL
KSW 17 - ZEMSTA /REP.POL./ 2 164 358 11,80% MOGEL II /KOM.POL./ 1 944 028 10,60%
Source: AGB NMR

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

22. 5,000,000,000
Full Year
4,500,000,000
4,000,000,000
4,739,082,125
4,452,430,098
3,500,000,000
3,000,000,000
4,402,244,708
2,500,000,000
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
0
2009 2010 2011
Advertisers invested 10% over 6% more in vs. Jan-Junethe same period of
In 2011 advertisers invested more in press comparison to 2010, but bought
only 5% ads more by this period last offers less by 1% the ratecard
2010. Free emissions and beneficial (it is still might cause than in 2009)
growth, however it may not translate into significant increase of net expenditures.
Source: Kantar Media

23. 500,000,000 45,000
450,000,000 40,000
400,000,000
35,000 Investments I - XII
350,000,000 2009
30,000
Investments I - XII
300,000,000 2010
25,000
250,000,000 Investments I - XII
2011
20,000
200,000,000
Insertions I - XII
15,000 2009
150,000,000
Insertions I - XII
10,000 2010
100,000,000
5,000 Insertions I - XII
50,000,000 2011
- -
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 vs. 2010,by 1% than same number of
Advertisers invested 6% more in press still less but bought in 2009)
ads by this period (it is still less by 2% than in 2009).
Source: Kantar Media

24. 1,000,000,000 140,000
900,000,000
120,000
800,000,000
700,000,000 100,000
600,000,000 80,000 Investments Jan-Dec
500,000,000 2009
400,000,000 60,000
Investments Jan-Dec
300,000,000 40,000 2010
200,000,000
20,000 Investments Jan-Dec
100,000,000 2011
0 -
Insertions Jan-Dec
2009
Insertions Jan-Dec
2010
Insertions Jan-Dec
2011
We observe significant increase of expenditures on
Media, Books, CD’s, Hygiene & Beauty care and Financial sector.
On the other hand Automotive sector, Retail and Food are rather pulling back
from print media.
Source: Kantar Media

25. 1,000,000,000 140000
900,000,000
120000
800,000,000 Investments Jan-Dec
2009
700,000,000 100000
600,000,000 Investments Jan-Dec
80000 2010
500,000,000
400,000,000 60000 Investments Jan-Dec
2011
300,000,000 40000
200,000,000 Insertions Jan-Dec
20000 2009
100,000,000
0 0 Insertions Jan-Dec
2010
Insertions Jan-Dec
2011
Agora is no1 Publisher, but it’s loosing its potential. Bauer increases its
revenues even by 38%.
Source: Kantar Media, M&MP

28. „Polityka”
Presspublica Spółdzielnia Pracy

29. • „Gala” was transformed from a weekly to biweekly magazine what made
average sales increase to 141 000 copies per month.
• In March the first special issue of „Party” – „Party Style” appeared on the market.
• In February an opinion forming weekly magazine „Uważam Rze” appeared. Contemporary it has
the second place among weeklies opinion.
• In July 2011 a new monthly scientific magazine „Świat Wiedzy” was launched by Bauer. In
September G+J launched a similar title: „Sekrety Nauki”.
• Magazine „Top Gear” previously published by Burda Media, has a new owner – Ringier Axel
Springer.
• People magazine „Flesz” (Edipresse publisher) appeared in October – the first 3 editions were
sold in 500 000 copies.
• In order to attract new customers Publishers turn to new solutions like e-editions on tablets
(Rzeczpospolita, Super Express, gazeta Wyborcza, Newsweek, Polityka, etc)

30. Uważam Rze (Presspublica) – new opinion New magazine for men from November
forming weekly magazine, from Feb 2011 2011 – publisher Ginza Group
Debut of business weekly magazine in In October 2011 magazine Cars vanished
September 2011 – publisher AWR Wprost from the market – publisher Zwierciadło
„Życie Warszawy” published by
New „people magazine” from October Presspublica was closed in December
2011 – publisher Edipresse Group 2011. From Dec. 2011 title is only a
supplement to Rzeczpospolita

31. 600000
Fakt SuperExpress Gazeta Wyborcza Dziennik Gazeta Parwna Rzeczpospolita
500000
400000
300000
200000
100000
0
„Fakt” (tabloid) is constantly the leader among dailies, the second is „Gazeta Wyborcza”
(nationwide opinion forming title).
Generally, for the last years we observe a slight decrease in dailies readership.
A significant increase was only visible in April 2010 after Smolensk plane crash.
Source: ZKDP

32. Polityka Wprost Gośd Niedzielny Uważam Rze Newsweek Przekrój Angora
400,000
350,000
300,000
250,000
200,000
150,000
100,000
50,000
0
Angora is the leader among weekly reviews. We do not observe a significant decline of
readership in this group of titles. „Przekroj” notes a slight decline. „Gość Niedzielny” –
catholic weekly, has high position among others weekly reviews. „Uważam Rze” notes
very high readership – on the same level as „Polityka”.
Source: ZKDP

33. • Investments
• Seasonality
• Market shares
• Ad types
• ooh nice to know

34. 1,600,000,000
Full Year
1,400,000,000
1,200,000,000
1,000,000,000
1,246,985,893
1,229,508,066
1,185,675,851
800,000,000
600,000,000
400,000,000
200,000,000
0
2009 2010 2011
In 2011 advertisers invested over 5% more in comparison to the same period of
2010 (on the ratecard basis).
Source: Kantar Media

35. 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 and from September till December.
Source: Kantar Media

36. 2009 2010 Jan-Dec 2011
AMS AMS AMS
STROER POLSKA STROER POLSKA
STROER POLSKA
14% 15% 15%
CITYBOARD CITYBOARD MEDIA
31% 31% 32% CITYBOARD MEDIA
MEDIA
12% CLEAR CHANNEL 10% CLEAR CHANNEL 10%
POLAND 10% POLAND
11% NEWS OUTDOOR NEWS OUTDOOR 16% CLEAR CHANNEL
POLAND
14% 18% 19%
POLAND POLAND
Others 15% Others 27% Others
Outdoor market is consolidated. Over 85% of the market is held by 4
biggest media owners.
AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with
27% share is on the second position..
Source: Kantar Media

37. 800
Millions
700
Jan-Dec 2009 Jan-Dec 2010 Jan-Dec 2011
600
500
400
300
200
100
-
Frontlight Citylight Billboard Backlight
Investments on Billboards are decreasing, but we can also observe
growth of expenditures on Citilights (by 16%) and Frontlights.
Source: Kantar Media

39. frontlight 12x3 m frontlight 12x4 m backlight 6x3 m standard 12m2 frontlight 6x3 m CLP
backlight 8x4 m backlight scroll 9m2
25,000 23,536
1,800
1,705 21,620
1,600 1,571 20,367
20,000
1,400
1,321
1,200
15,000
1,000
800
10,000
600
400
5,000
200
0
0
XII 2009 XII 2010 XII 2011
XII 2009 XII 2010 XII 2011
Number of standard billboards (12m2) significantly decreases in the last few years.
In 2011 still the most popular formats were Frontlights 6x3m and Citylights (1,2x1,8m).

40. EURO 2012 football Championship will be in June.
It is expected to achieve better sales results in the second rather than in the first half of the
year.
Probably the profitability of individual companies Out Of Home will increase.
Very important will be settle in the advertising business in Warsaw and Wroclaw (tender for
bus shelters should be solved).
Perhaps there will be a major shift in the use of so-called "road belt" for situating
advertising media.

41. On the occasion of 155 anniversary of the brewery Zywiec, the Limited Edition Bock Beer
Zywiec appeared on the market. That is why residents of the largest Polish cities, can make a
toast together with characters placed on a unique project on a 3D lenticular printing.
http://www.youtube.com/watch?v=lXUXY_I-YpY&feature=player_embedded

42. In January in Zakopane stood cube with the latest model of BMW xDrive. The campaign was
backed up with the exhibition on 12x4 structures. Additionally, throughout the month, 6 cars
were available for test drive.

44. 800,000,000
Full Year
700,000,000
600,000,000
+7%
500,000,000
709,250,418
+38%
663,837,150
400,000,000
481,186,101
300,000,000
200,000,000
100,000,000
0
2009 2010 2011
Advertisers invested over 7% more in 2011 vs. 2010 (considering monitored
players: NAM and Multikino).
Source: Kantar Media

45. 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
2009 2010 2011
10,000,000
0
1 2 3 4 5 6 7 8 9 10 11 12
In 2011 we observed two peaks in June and November.
Source: Kantar Media

46. CLOTHING & ACCESSORIES
PHARMACEUTICAL PRODUCTS, MEDICINE
100% HYGIENE & BEAUTY CARE
1% 3%
3% 2% 3%
90% HOUSEHOLD APPLIANCES, FURNITURE &
DECORATION
5% 8% 5% RETAIL
80% 4% 4% 6%
TRAVEL / TOURISM / HOTELS & RESTAURANTS
11% 7%
70% 10%
OTHERS
7%
8% 5%
60% COMPUTER & AUDIO VIDEO
8%
8% 11% FINANCIAL
50%
14%
BEVERAGES & ALCOHOLS
40% 16% 13%
MEDIA, BOOKS, CDs AND DVDs
30% 15%
17% AUTOMOTIVE
18%
20% TELECOMS
20% FOOD
10% 12% 14%
LEISURE
0%
In 2011 biggest sectors were Leisure, Food and Telecoms. Financial
and Media sectors increase their shares, whereas Computer & Audio
Video and Automotive sectors are rather in retreat.
Source: Kantar Media

47. Jan-Dec 2011
2009 2010
MULTIKINO MULTIKINO
MULTIKINO
25%
NEW AGE
MEDIA 35%
NEW AGE
MEDIA 44%
75% 65% 56%
NEW AGE
MEDIA
Polish cinema market is very consolidated – there are only 2 media
owners which are monitored (third biggest player - Kinads).
Share of Multikino revenues constantly grows for the last couple of
years.
Source: Kantar Media

49. 45,000,000
Full Year
40,000,000
-4% +2%
35,000,000
30,000,000
39,199,530
38,357,648
37,497,421
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
2009 2010 2011
After weaker 2010 in 2011 we observe 2% growth of cinema
audience, however it is still less by 2% than in record 2009.
Source: NAM

50. 6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
2011 2010 2009
0
Viewers more often choose winter season, however tempted by spectacular
productions also choose mid-season months.
Source: NAM

51. 2,3 M. 1,7 M. 1,5 M. 1,4 M. 1,2 M.
1,2 M. 1 M. 0,9 M. 0,9 M. 0,8 M.
There are three Polish productions on the podium.
źródło: boxoffice.pl

52. Trójmiasto
Szczecin Olsztyn
Bydgoszcz
Piła
Gorzów Toruń Białystok
Wlkp. Płock
Poznań Warszawa
Zielona Góra
łódź Radom
Lubin kalisz Piotrków
Legnica częstochowa Trybunalsk Lublin
wrocław i
Opole Kielce
Wałbrzy agl. katowicka
ch
B.-Biała Kraków Rzeszów
• 27 cities • 36 cities
• 37 cinemas • 62 cinemas
• 237 screens • 500 screens

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

54. Full Year
2,500,000,000
3,119,219,051
2,000,000,000
2,478,233,145
2,110,299,443
1,500,000,000
1,000,000,000
500,000,000
0
2009 2010 2011
Radio market revenues increased by 26% in 2011 (on the net basis we estimate
the increase on the level of up to 20%). We observe that in 4Q of 2011 the dynamic
slowed down as a result of economic slowdown.
Source: Kantar Media

55. 340,000,000
290,000,000
240,000,000
190,000,000
140,000,000
90,000,000
2009 2010 2011
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 and from September till December.
Source: Kantar Media

56. AFLOFARM 99,1% 364
METRO GROUP 40,6% 129
LIDL POLSKA SKLEPY SPOŻYWCZE 128,0% 74
EURO-NET WARSZAWA -8,7% 73
PTK CENTERTEL 58,1% 68
OLIMP LABORATORIES 250,9% 65
FIAT AUTO POLAND 34 16,6%
POLSKA TELEFONIA CYFROWA 33
-7,8%
POLKOMTEL 32
-41,4%
TOTALIZATOR SPORTOWY 29 -1,4%
CANAL+ CYFROWY 25 24,7 %
LEKAM 23
14,8 %
RENAULT POLSKA 23
3,5 %
MERCEDES-BENZ POLSKA 21
100,1 %
TESCO POLSKA 20
141,7 %
GENERAL MOTORS POLAND 20 0,0 %
NETIA 20 0,2 %
EUROPLANT PHYTOPHARM 19
2011 2010
POLOMARKET 19
37,4 %
KULCZYK TRADEX 19 Millions PLN
31,5 %
0 100 200 300 400
Aflofarm – the biggest player on the Polish market (regarding ratecard/net expenditures) is also
most active in radio. Significant increase of radio expenditures is noted by Lidl and Metro Group.
Source: Ad Expert 2011/2010 (ratecard, without autopromotion)

57. Market share Daily reach
32% 27%
26% 21%
14%
6%
10%
5%
Musical formats of the broadcasting station:
AC – Adult Contemporary (RMF, Zet)
28% CHR – Contemporary Hit Radio (Eska, RMF Maxxx)
Oldies (Złote Przeboje, VOX)
25% Classic (RMF Classic,
Chillout (ChilliZET)
News & Talk (TOK FM)
Rock (Antyradio, Eska Rock)
Soft AC (Plus)
Jazz/Funky/Chillout (PIN)
All Polish (Wawa)
Source: Raio Track Millword Brown SMG/KRC X-XII 2011, TG:All 15+

58. 2009 GRUPA RMF 2010 GRUPA RMF Jan-Dec 2011
2% GRUPA RMF
7% 3% EUROZET 8% 2% EUROZET 10%
EUROZET
GRUPA RADIOWA GRUPA RADIOWA
13% 29% TIME 12% 33% TIME
39%
12% GRUPA RADIOWA
AGORA S.A. AGORA S.A.
TIME
20% 17%
3% POLSKIE RADIO
POLSKIE RADIO AGORA S.A.
26% 25% 20%
Others Others
Others
Radio market is consolidated. About 98% of the market is held by 5
biggest media owners.
Group RMF has the highest revenues (39% of radio market in Poland).
Next on the podium is Eurozet, however losses its share.
Source: Kantar Media

59. 2009 2010 Jan-Dec 2011
RMF FM RMF FM
RMF FM
ZET ZET
25% 27% PR 3 32% ZET
PR 3
47% 43%
49%
PR 1 PR 3
PR 1
22% 21%
Others Others 17% PR 1
1% 3% 2% 3% 3% 5%
For the last years RMF FM and Zet have been the biggest radio stations
on Polish market.
An important role is played by radio packages like: Drapacz
Chmur, Package Złote Przeboje, RMF na Maxxxa and others.
Source: Kantar Media

61. 1. New radio packages :
 Audytorium Premium (17 regional stations of Polish Radio and 6 more regional stations) – January 2011
 RMF 3D Extra (RMF 3D Extra + 18 regional stations) - January 2011
 Highway FM (Time + Polish Radio PR1, PR-3, PR 4) - March 2011
 O-Okularnik (Agora + Polish Radio Station PR -1, PR-3, PR-4) – July 2011
2. Radio Plus and Vox FM signed an agreement about creating a package of 19 stations called
Radio Plus – January 2011
3. There is new radio stations for children - Radio Bajka - June 2011
4. Radio ZET increased price of advertisements for the first time in the last three years – September
2011

62. 10 mln
9 mln
8 mln
Daily reach
7 mln
6 mln
5 mln
4 mln
3 mln
2 mln
1 mln
0 mln
20 25 30 35 40 45 50 55 60
Age of the listener
Source: Raio Track Millword Brown SMG/KRC 2011

63. --1, 5 %
10.8 10.7
-- 1,8% 2010 2011
-- 1,2%
7.8 7.7
6.8 6.7
3,8%
4.5 4.6
2,7%
1.9 2.0
Grupa RMF Polskie Radio Eurozet Time Agora
In 2011 Time and Agora noted the highest growth of daily reach (comparing to 2010) .
Eurozet, RMF Group and Polskie Radio loose the audience.
Source: Raio Track Millword Brown SMG/KRC; 2010 vs 2011

64. Daily reach (mln) Share of market (%)
RMF FM 25.95%
-2,9% 9,481
-5,0%
RMF FM -0,9% ZET 16.17%
6,693
0,2%
ZET
-6,2% PR 1 -7,4% 11.90%
PR 1 4,146
3,1% Eska 6,1% 7.56%
ESKA 3,554
-0,3 % Audytorium 17 5.61% -0,3%
Audytorium 17 2,574
4,4% PR 3 8.22%
PR 3 2,757 9,8%
7,0% RMF MAXXX 3.17%
2,2%
RMF MAXXX 1,606
1,355
3,3% Złote Przeboje 2.88%10,2%
Złote Przeboje
-3,9% Maryja 2.13% 7,7%
Maryja 978
-17,0% Planeta 0.93% -21,8%
Planeta 565
12,3% Eska Rock 1.54% 3,5%
Eska Rock 747
0,5% TOK FM 1.30%
-1,7%
TOK FM 563
0.84%
PLUS 393 -18,5% PLUS -9,4%
-9,8% PR 2 0.64%
PR 2 339 -14,7%
Wawa 393 22,0% Wawa 0.81%
26,2%
RMF Classic 0.75%
RMF Classic 370 21,3% 19,2%
2,7% Antyradio 0.57%
Antyradio 302 -6,3%
Chilli Zet 216 5,4% Chilli Zet 0.45%
8,8%
Roxy 0.20% 17,3%
Roxy 121 4,3%
2011 2010 2011 2010
207 97,1% PR Czwórka 0.43%
PR Czwórka 96,7%
PiN 87 3,6% PiN 0.17%
-2,7%
0 2,000 4,000 6,000 8,000 10,000 12,000 0% 5% 10% 15% 20% 25% 30%
Source: Radio Track, Millward Brown SMG/KRC; 2010 vs 2011

65. Radio stations Radio groups
35% 40%
RMF FM
30% 35% Grupa RMF
Share in the time of listening
Radio Zet
10,681
Share in the time of listening
25%
9,481 30%
PR 1 Polskie Radio 8,647
25%
20%
PR 3
20% Eurozet
15% 6,693 7,663
ESKA 15%
4,146 Time
10% 10% 4,661
Złote Przeboje 3,554 2,757
5% 5% Agora 1,969
RMF MAXXX 1,606
1,355
0%
0%
0 50 100 150 200 250
0 50 100 150 200 250
Avarage time of listening Avarage time of listening
In 2011 the highest share in the time of listening was noted
by RMF FM (on average over 172 minutes per day).
Source: Raio Track Millword Brown SMG/KRC, share in the time of listening, avarage time of listening , daily reach (thousand) 2011

67. NEW MEDIA TRADITIONAL MEDIA
„Internet is the first medium where I
An important role is played by
look for information”
thematic channels
(61%, 189 Aff.)

68. Ratecard expenditures (Mio) Polish Internet in numbers:
2,500 Estimated expenditures for
2011 will exceed two billion
2,000 PLN! 20 years of polish Internet
1,500
18 Mio polish Internet users
1,000 First half of year expenditures
Annual expenditures
7,1 Mio users on polish Facebook
500
- 3,7 Mio users use mobile Internet
2008 2009 2010 2011 Display advertising
continues to be a 14% of Poles have a smart phone
leader, but Sem share is still
Ad categories split growing up.
7,5 billion PLN spent in e-stores in 2011
Display
More than 95% users watch video
content
Sem
Digital is becoming medium nr 2
Classifieds Internet is the fastest developing medium in Poland taking
E-mail
second rank in media spend. This is a very cost efficient
medium to reach various target audiences. Therefore while
optimizing available budgets marketers turned to safe, proven
and effective media avoiding experimentation
Source: Ra port IAB AdEx 2010FY (IAB Pol ska/PwC)

69. Find us on Facebook
• We are boasting about! Our Clients:
Lays, Unilever, Polkomtel, Sony qualified to the
final of Spoters Awards 2011

70. 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