This document provides an analysis of the Polish media market in early 2012. It includes summaries of television viewing levels, revenues and expenditures for different media platforms. Overall, television consumption in January-February 2012 was slightly lower than the previous two years. However, revenues were up 3% over the same period in 2011, driven by growth in cinema and radio. The share of the largest TV channels continues to decline as thematic channels gain popularity. Internet advertising is growing the fastest but television remains the primary platform. The outlook calls for stagnation in the second half of 2012 after increases due to Euro 2012 in the spring.

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. • Economic snapshot
• Media investments
• Media mix
• Biggest players
• Sectors

4. Polish GDP is predicted
to be on the highest level
among European
Countries (+2,5%).
Fortunately it seems that
Polish economy resists
negative trends in
Europe.
Source: Rzeczpospolita

5. Prognosis for media market
worldwide are lower than
expected. WARC estimates
media market shall increase by
5,4% in 2012. Among top media
markets only BRIC countries
note increase of expenditures in
double figures.
Source: Rzeczpospolita

6. 30
Ratecard Net est.
25 +5%
+4%
+18%
20 +3%
15
28.27
26.97
billions
26.01
22.07
21.46
10
+0,5%
+4% +3%
-8%
5
7.68
7.55
7.51
7.29
7.03
0
2008 2009 2010 2011 2012
According to our prognosis but also other credible sources year 2012 will
be tough for Polish media market. We shall expect highest increase of
expenditures during Euro 2012 (May-June), and stagnation afterwards.
Source: Kantar Media, OMD estimations, Rzeczpospolita

7. 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

8. 3,000
Television
Mln
2,500
Radio
2,000
Magazines
1,500
Jan 2012
Newspapers
1,000
Jan 2011
Outdoor 2010 2011 2012
500
Jan 2010
Cinema
0
1 2 3 4 5 6 7 8 9 10 11 12
0 500 1,000
Mln
January 2012 is stronger by 3% vs. January 2011, while considering media
revenues. Among monitored media highest growth was noted by cinema and radio.
Source: Kantar Media, ratecard expenditures

9. Aflofarm remains No1. on media market. The highest increase of media
expenditures is noted by Jeronimo Martins (Biedronka), Multikino and Kulczyk
Tradex.
Source: Kantar Media, ratecard expenditures

10. CLOTHING & ACCESSORIES
100%
COMPUTER & AUDIO VIDEO
2% 2% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
4% 2%
5% 4%
80% 6% 5% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
8%
6%
10% BEVERAGES & ALCOHOLS
9% 6%
7% TRAVEL / TOURISM / HOTELS & RESTAURANTS
60% 7% 7%
6%
6% 9% LEISURE
8%
9% FINANCIAL
10%
40% 15%
HYGIENE & BEAUTY CARE
13%
10%
7% OTHERS
7%
20% 13% 12% AUTOMOTIVE
12%
RETAIL
11%
12% 22% FOOD
0%
2010 MEDIA, BOOKS, CDs AND DVDs
2011
TELECOMS
Jan 2012
PHARMACEUTICAL PRODUCTS, MEDICINE
At the beginning of 2012 Medicine sector is No.1 with its share on the
level of 22%. On the next positions are Telecoms and Media.
Source: Kantar Media

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

12. 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 consumption in 2012 is at a little bit lower level than in
previous two years.
Source: AGB Nielsen Media Research

13. 0%
5%
10%
15%
25%
20%
January
TVP1
February
March
April
May
June
July
TVP2
August
September
October
November
December
January
Polsat
February
March
April
May
June
July
August
gain importance.
September
TVP Info
October
November
December
January
February
March
TVN7
April
May
June
July
August
TVN
September
October
November
December
January
February
TV4
March
April
May
June
July
August
September
AtMedia
October
November
December
January
February
March
April
May
June
July
August
September
Polsat thematic (9)
October
November
December
January
February
March
April
TVN24
May
June
July
August
September
October
November
December
January
February
Discovery (6)
BIG4 (TVP1, TVP2, Polsat, TVN) constantly looses its share. Thematic channels
other cab/sat
Source: AGB Nielsen Media Research, TG:All 16-49

14. 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 -0,3%
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 - Feb 2011 2012
Jan Jan - Feb
After two months of 2012 total number of generated GRP’s is on the
same level as in 2011.
Source: AGB Nielsen Media Research, TG: all 16-49

15. no of seconds sold - Total TV
8,000,000
7,000,000
6,000,000
5,000,000
no of secs
4,000,000
3,000,000
2,000,000
Total TV 2008 Total TV 2009 Total TV 2010
Total TV 2011 Total TV 2012
1,000,000
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 20% more seconds were sold by broadcasters in 2011. We observe
strong beginning of 2012 – mainly thanks to thematic channels/packages.
Source: AGB Nielsen Media Research

16. no of seconds sold - TVP1+TVP2 no of seconds sold - TVN
250,000 120,000
100,000
200,000
80,000
150,000
60,000
100,000
40,000
TVN 2008 TVN 2009
50,000 TVN 2010 TVN 2011
TVP 2008 TVP 2009 TVP 2010 20,000
TVN 2012
TVP 2011 TVP 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
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
no of seconds sold - POLSAT 4,000,000
no of seconds sold - AtMedia
140,000
120,000 3,500,000
3,000,000
100,000
2,500,000
80,000
2,000,000
60,000
1,500,000
40,000 Polsat 2008 Polsat 2009
1,000,000 AtMedia 2008 AtMedia 2009
Polsat 2010 Polsat 2011
20,000 500,000 AtMedia 2010 AtMedia 2011
Polsat 2012 AtMedia 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 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
Source: AGB Nielsen Media Research

18. Small channels are going strong. Share of Big4 constantly
decreases. It is estimated that revenues of thematic channels
may grow again in double figures.
Source: Rzeczpospolita

19. Television on demand quickly
approaches. There are over
20 applications on Polish
market which enable to watch
TV in Internet: (examples -
Ipla, vod.tvp.pl, tvn
player, iplex, gazeta.pl, onet.pl
, tuba.fm, hbo.vod and
others).
Source: Dziennik Gazeta Prawna

20. Market share Share of spends (RC)
40% 19%
19% 24%
20% 13%
24% 24%
2%
9%
Source: AGB NMR I – II 2012

21. -Dealing with crime subject
-Targeted at women
-Dealing with social subject
-Music television
-Targeted at young people
-Dealing with crime and investigation subject
-Targeted at women
-News, bussines, entertainment, music
-Targeted at agriculturists and agromonists
Source: AGB NMR

22. Programme Date Audience GRP's Programme Date Audience GRP's
MECZ TOWARZYSKI PILKI M JAK MILOSC 2012-02-20 2 927 186 16,09%
NOZNEJ /TRANSMISJA/ 2012-02-29 3 758 845 20,66%
BARWY SZCZESCIA 2012-02-07 1 830 960 10,06%
STUDIO SPORT 2012-02-29 2 920 925 16,05%
NA DOBRE I NA ZLE 2012-02-24 1 812 684 9,96%
SPORT /SERWIS SPORT./ 2012-02-05 2 344 708 12,88%
TELEEXPRESS 2012-02-05 2 162 709 11,88% RODZINKA.PL 2012-02-22 1 794 153 9,86%
WIADOMOSCI 2012-02-03 1 889 385 10,38% BITWA NA GLOSY 2012-02-28 1 690 090 9,29%
Programme Date Audience GRP's Programme Date Audience GRP's
WYDARZENIA FLESZ 2012-02-03 1 852 998 10,18% FAKTY 2012-02-03 1 986 062 10,91%
NEW YORK TAXI /FILM GALIMATIAS CZYLI KOGEL
SENS.USA-FRA./ 2012-02-08 1 831 423 10,06% MOGEL II /KOM.POL./ 2012-02-05 1 702 561 9,36%
GALA BOKSU NA WSPOLNEJ 2012-02-02 1 536 505 8,44%
ZAWODOWEGO 2012-02-18 1 803 234 9,91%
UWAGA ! 2012-02-26 1 510 959 8,30%
WYDARZENIA 2012-02-05 1 751 392 9,62%
NIE LUBIE PONIEDZIALKU
AGENT XXL 2 /FILM
/KOM.POL./ 2012-02-12 1 397 511 7,68%
SENS.USA/ 2012-02-10 1 711 029 9,40%

23. 15%
-Adaptation of popular Spanish serial 6%
-Sparkling dialogs, spicy humor
-Colorful characters SHR% AMR%
-Polish version of Austrian hit 22%
7%
-Action and humor
-Leading part played by an intelligent dog SHR% AMR%
19%
-Serial showing a life of people working in shopping mall 5%
-A picture of contemporary young Poles
-Suprising action, lots of emotions SHR% AMR%
-Family serial 22%
8%
-Funny recipe for family happiness
-Serial written by authors of very popular Rodzinka.pl SHR% AMR%
Source: wirtualnemedia.pl

24. -New talent show
-Each dancing- style allowed.
-Hosts: Katarzyna Kępka, Maciej Dowbor
-5 „casting” and 3 „live” broadcasts
Source: wirtualnemedia.pl

25. 27%
-Serial 10%
-Sunday evenings
-Plot about a young, go-ahead lawyer
SHR% AMR%
-Documentary serial
-„Problem teenagers” brought up by model families
for a couple of weeks.
-Host: Szymon Majewski- a famous comic 20%
7%
-Satire on polititians and celebrities
-Provocations SHR% AMR%
18%
-Docu-soap, very popular throughout the Polish audience 3%
-Shows real problems of everyday life
SHR% AMR%
Source: materials from stations

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

27. 5,000,000,000
Full Year January
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
2,000,000,000
284,370,868
296,563,199
271,268,142
1,500,000,000
1,000,000,000
500,000,000
0
2010 2011 2012
In January 2012 print revenues decreased by 4%. We predict further
decrease of investments during the year.
Source: Kantar Media

28. 500,000,000 45,000
450,000,000 40,000
400,000,000
35,000 Investments I - XII
2010
350,000,000
30,000
Investments I - XII
300,000,000 2011
25,000
250,000,000 Investments I 2012
20,000
200,000,000 Insertions I - XII
15,000 2010
150,000,000
Insertions I - XII
10,000 2011
100,000,000
Insertions I 2012
50,000,000 5,000
- -
1 2 3 4 5 6 7 8 9 10 11 12
In January 2012 print media sold 11% less insertions than in 2011.
Source: Kantar Media

29. 60,000,000 9,000
8,000
50,000,000
7,000
Investments I 2010
40,000,000 6,000
Investments I 2011
5,000
Investments I 2012
30,000,000
4,000
Insertions I 2010
20,000,000 3,000 Insertions I 2011
2,000 Insertions I 2012
10,000,000
1,000
0 -
We observe significant increase of expenditures on
Media, Books, CD’s, Hygiene & Beauty care and Pharmaceutical products.
On the other hand Automotive sector, Retail and Food are rather pulling back
from print media.
Source: Kantar Media

30. 60,000,000 9000
8000
50,000,000
7000 Investments I 2010
Investments I 2011
40,000,000 6000 Investments I 2012
Insertions I 2010
5000 Insertions I 2011
30,000,000 Insertions I 2012
4000
20,000,000 3000
2000
10,000,000
1000
0 0
At the beginning of 2012 Bauer is publisher No1 (considering media
revenues).
Source: Kantar Media, M&MP

32. According to Agora
prognosis print market
shall suffer decrease of
media revenues – even
in double figures.
Polish publishers don’t
experiment with new
titles. More often
licenses for online
content are considered
as a possible rescue for
Publishers.
Source: Rzeczpospolita

33. Since January 2012 „Ale Historia” is a new title added each Monday to
Gazeta Wyborcza.
From February 20th „Kuchnia na szpilkach” will be sold as
a supplement to „Party”. In the magazine well known restaurant
owner Marta Grycan recomends light dishes you can make in
15 minutes.

34. On February 27th, 2012 „Olivia” so far published by
Marquard publisher, was bought by Bauer.
On February 24th, 2012 „Naj Magazine” so far published by Gruner + Jahr,
was bought by Bauer. The first issue of „Naj” by Bauer will be published
in April 2012.

35. • Investments
• Seasonality
• Market shares
• Ad types
• AMS METRICS

36. 1,400,000,000
Full Year January 2012
1,200,000,000
1,000,000,000
1,246,985,893
800,000,000 1,185,675,851
600,000,000
77,025,720
400,000,000
71,581,410
80,262,512
200,000,000
0
2010 2011 2012
In 2011 advertisers invested 4% less in comparison to the same period of 2011 (on
the ratecard basis). Prognosis for 1H of 2012 are rather optimistic, mainly because
of Euro 2012.
Source: Kantar Media

37. 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
In 2012 months May, June and July shall be very strong as a result of Euro
2012.
Source: Kantar Media

38. 2010 2011 Jan 2012
AMS AMS AMS
STROER POLSKA STROER POLSKA
15% 18% STROER POLSKA
25% 31% 32%
CITYBOARD MEDIA CITYBOARD MEDIA 36%
10% 8%
CITYBOARD MEDIA
10% CLEAR CHANNEL CLEAR CHANNEL 13%
POLAND
16% POLAND
15% 19% Others 27% CLEAR CHANNEL
Others 25% POLAND
Outdoor market is consolidated. Over 82% of the market is held by 4
biggest media owners.
AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with
25% share is on the second position..
Source: Kantar Media

39. 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, on the other hand we
observe growth of expenditures on Citilights (by 16%) and Frontlights.
Source: Kantar Media

41. AMS company, one of the biggest OOH companies in Poland, presented new tool called „AMS
Metrics”. This application enables to plan OOH campaign in the main cities in Poland.

46. User can choose, what number of carriers he needs in each city, or he can put total number of
carriers and the program itself will split this number proportionally on each city.

47. Finally we receive estimated reach, number of contacts and CPT.

49. 800,000,000
Full Year Jan 2012
700,000,000
600,000,000
500,000,000
709,250,418
663,837,150
400,000,000
300,000,000
200,000,000
100,000,000 +83%
0
2010 2011 Jan 2012
Advertisers invested over 83% more in 2012 vs. 2011 (considering monitored
players: NAM and Multikino). It is mainly caused by in-house campaign conducted
by Multikino.
Source: Kantar Media

50. 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
In 2011 we observed two peaks in June and November.
Source: Kantar Media

51. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
HYGIENE & BEAUTY CARE
100% 2%
2% CLOTHING & ACCESSORIES
3%
3% OTHERS
90% 2% 6% 4%
4%
5% 5% PHARMACEUTICAL PRODUCTS, MEDICINE
80% 8% 5%
8% TRAVEL / TOURISM / HOTELS & RESTAURANTS
3% 8%
11%
70% 3% FINANCIAL
7% 13% COMPUTER & AUDIO VIDEO
60% 10% 7%
AUTOMOTIVE
50% 5%
14% 20% HOUSEHOLD APPLIANCES, FURNITURE &
13% DECORATION
40% RETAIL
15% BEVERAGES & ALCOHOLS
30%
17% MEDIA, BOOKS, CDs AND DVDs
20% 33%
TELECOMS
20%
10% 14% FOOD
LEISURE
0%
2010 2011 Jan 2012
In 2012 biggest sectors were Leisure, Food and Telecoms. Financial
sector increase its shares, whereas Computer & Audio Video and
Automotive sectors are rather in retreat.
Source: Kantar Media

52. 2010 2011 Jan 2012
MULTIKINO
MULTIKINO MULTIKINO
NEW AGE
NEW AGE
MEDIA MEDIA
39%
35% 44% 61%
65% 56% NEW AGE
MEDIA
Polish cinema market is very consolidated – there are only 2 media
owners which are monitored (third biggest player - Kinads).
In Jan 2012 Multikino revenues are significantly higher that NAM. It is
caused mainly by in-house campaign conducted by Multikino.
Source: Kantar Media

54. 6,000,000
January
5,000,000
4,000,000
5,311,927 +14%
-31%
3,000,000
4,199,259
3,682,057
2,000,000
1,000,000
0
2010 2011 2012
Considering cinema audience January 2012 was quite strong while comparing
to January 2011, however weaker by 21% than January 2010.
Source: NAM

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

56. Full Year January
3,000,000,000
2,500,000,000
3,119,219,051
2,000,000,000
2,478,233,145
1,500,000,000
232,753,511
202,066,062
145,717,675
1,000,000,000
500,000,000
0
2010 2011 Jan 2012
Strong beginning of 2012 for radio. Revenues were higher by
15% while comparing to January 2011.
Source: Kantar Media

57. 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
An 15% increase is observed in January 2012. Seasonality of
expenditures depends mostly on movies distribution (revenues depends
on the viewership).
Source: Kantar Media

58. 2010 2011 Jan 2012
RMF FM RMF FM
RMF FM
ZET ZET
PR 3 PR 3 ZET
27% 32% 36%
47% PR 1 43% PR 1 39%
Others Others PR 3
21%
17% PR 1
3% 17%
2% 3% 3% 5% 5%
Strong beginning of 2012 for RMF FM with its SoS on the level
of 39%, whereas main competitor radio Zet notes only 17%.
Source: Kantar Media

59. 2010 GRUPA RMF 2011 GRUPA RMF
Jan 2012 GRUPA RMF
2% EUROZET 2% EUROZET 10% 2% EUROZET
12% GRUPA RADIOWA 12% GRUPA RADIOWA 10%
8% 33% TIME TIME GRUPA RADIOWA
10% 39% 44% TIME
POLSKIE RADIO
POLSKIE RADIO
14%
3% 17% AGORA S.A.
POLSKIE RADIO
AGORA S.A.
25% 20% 20%
Others Others
Others
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. Daily Reach 2011 Time of listening 2011
23 3 . 4 hours
mln people 28 minutes
every day
Source: Radio Track, Millward Brown SMG/KRC.

62. Daily time of listening 2011 Number of listened stations 2011
62.0%
52.8%
31.2% 28.7%
18.5%
14.0%
over 1 hour over 4 hour over 8 hour 1 station 2 stations 3 stations and
more
Consumers are loyal towards one's favorite stations.
Source: Radio Track, Millward Brown SMG/KRC.

63. All 15-19
78,3%
All 70-75 All 20-29
79,4%
68,4%
70,8% 81,7%
All 60-69 All 30-39
75,1%
79,4%
All 50-59 All 40-49
Source: Radio Track Millward Brown SMG/KRC, 2011

64. Place of listening
2009
57.6%
55.4%
2010
53.6%
2010 2011
2011
31.6%
29.4%
34.1%
33.0%
32.6%
14.3%
14.0%
11.7%
11.7%
14.2%
14.0%
14.0%
7.5%
7.3%
7.5% through the from the mp3 through the
mobile phone player / mp4 Internet
at home at work in the car In other place
Source: Radio Track, Millward Brown SMG/KRC.
* Net Track, 2010, 2011

66. Fukushima

68. General People Movies Food&drink Music

69. Sports Travels Pets Video games

70. 93,86% reach among
Google Display Network polish internet users
is the biggest polish
advertising network 17,7 Mio Real Users
per month
Possibility of targeting:
- demographic (ex. age)
- geographic (ex. city)
- behavioral (ex. photo amateurs) (check next chart)
- thematic (ex. sport)
- contextual (key words ex. games)
- direct sites (ex. gazeta.pl)
- remarketing (allows to reach people who previously visited Client website)

71. Based on user visits to these websites, Google uses an advertising cookie to associate
his browser with inferred interest and demographic categories. Google then uses these
categories to show interest-based ads on websites.
(Google's Ads Preferences Manager lets you edit these categories associated with your browser).
www.google.com/ads/preferences
YOUR SEX? YOUR AGE? YOUR INTERESTS?

72. In December of 2011 You Tube unveiled their latest design and navigational
changes to the world.
1. New YT home page 2. New YT channel page 3. YT analytics
YouTube has changed their The new channel layout may
YouTube Analytics, this
design to follow a much more look different, but it still behaves
extremely detailed and
clean and modern look. relatively the same. However, as
informative feature allows you to
YT has now prominently YouTube moves in the direction
learn more about your
positioned a “Subscription of becoming more “channel-
audience. Each statistic tells a
Feed” in the middle of the page. centric,” it is imperative that we
story about the viewing habits
Now is behaving more like a activate, update and optimize
of your audience.,
social-networking site than our new channel as quickly as
ever before. possible for the best results.

73. Find us on Facebook

74. 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