Media investments in Poland from January to July 2012 increased 3% compared to the same period in 2011. However, newspapers saw a 7% decrease while TV saw a 0.4% decrease. Overall, media investments are expected to decrease by the end of 2012 compared to 2011. Aflofarm remains the biggest spender in the Polish media market, while sectors such as telecoms, medicine, food, and retail spend the most on advertising. TV viewing and advertising seconds sold increased during major sporting events like the Euro Cup and Olympics.
4. Euro 2012 didn’t translate into
Television 3,000 increase of media investments
Mln
Radio 2,500
2,000
Magazines
Jan - July 2012 1,500
Newspapers
Jan - July 2011 1,000
Outdoor
Jan - July 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 July 2012 advertisers invested 3% more vs. 2011, while considering media
ratecard revenues. Major decrease is noted by Newspapers (-7%), but also TV (-
0,4%). 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 Volkswagen Group Polska, Jeronimo Martins (Biedronka) and PTK
Centertel.
Source: Kantar Media, ratecard expenditures
6. COMPUTER & AUDIO VIDEO
100%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
4%
5% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
5%
4% 4%
80% 6% CLOTHING & ACCESSORIES
5%
8%
6%
7% TRAVEL / TOURISM / HOTELS & RESTAURANTS
6%
7%
7%
7% LEISURE
60% 7%
7%
7% BEVERAGES & ALCOHOLS
10%
7%
9%
FINANCIAL
8%
8%
40% 9% AUTOMOTIVE
15% 9%
13% OTHERS
11%
20% 11% MEDIA, BOOKS, CDs AND DVDs
12%
12% HYGIENE & BEAUTY CARE
13%
12% RETAIL
0%
12%
2010 FOOD
2011
PHARMACEUTICAL PRODUCTS, MEDICINE
Jan - July 2012
TELECOMS
Till July 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.
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- August August 2012
Jan Jan - 2011
From January to August 2012 total number of generated GRP’s is higher than
in 2011 by 4%. We observed stronger activity during Euro 2012 and Olympic
Games 2012.
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% 33.4% 37.9%
80% 43.1%
70%
60%
50%
40%
74.4% 71.0% 66.6% 62.1%
30% 56.9%
20%
10%
0%
Jan
Jan
Jan
Jan
Jan
Jan
Nov
Nov
Nov
Nov
Nov
Nov
Mar
May
May
May
Mar
May
Mar
May
Mar
May
Mar
Mar
Jul
Jul
Jul
Sep
Jul
Sep
Jul
Sep
Jul
Sep
Sep
Sep
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. 120,000 no of seconds sold - TVN
250,000 no of seconds sold - TVP1+TVP2
100,000
200,000
80,000
no of secs
150,000
no of secs
60,000
100,000
40,000
50,000 20,000
TVP 2008 TVP 2009
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
4,000,000 no of seconds sold - AtMedia
140,000 no of seconds sold - POLSAT
3,500,000
120,000
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
20,000 500,000
Polsat 2008 Polsat 2009 AtMedia 2008 AtMedia 2009
0 Polsat 2010 Polsat 2011 0 AtMedia 2010 AtMedia 2011
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
13.
14. Programme Date Audience AMR%
OG LONDON 2012 /M VOLLEYBALL Programme Date Audience AMR%
POL-RUS/ 2012-08-08 2 500 586 13,74% OG LONDON 2012 /ATHLETICS/ 2012-08-03 2 546 500 13,99%
OG LONDON 2012 /M VOLLEYBALL OG LONDON 2012 /WEIGHTLIFTING/ 2012-08-03 2 478 962 13,62%
POL-ARG/ 2012-08-02 1 818 865 9,99% OG LONDON 2012 /ATHLETICS/ 2012-08-03 2 305 748 12,67%
OG LONDON 2012 /ATHLETICS/ 2012-08-07 1 683 340 9,25% OG LONDON 2012 /ATHLETICS/ 2012-08-03 2 076 392 11,41%
OG LONDON 2012 /ATHLETICS/ 2012-08-05 1 505 143 8,27% OG LONDON 2012 /WEIGHTLIFTING/ 2012-08-03 2 074 008 11,40%
OG LONDON 2012 /ATHLETICS/ 2012-08-07 1 490 506 8,19% OG LONDON 2012 /M WRESTLING/ 2012-08-06 1 988 352 10,93%
SPORT /SERWIS SPORT./ 2012-08-15 1 487 851 8,18% OG LONDON 2012 /WEIGHTLIFTING/ 2012-08-03 1 933 379 10,62%
SPORT /SERWIS SPORT./ 2012-08-12 1 452 679 7,98% OG LONDON 2012 /WEIGHTLIFTING/ 2012-08-06 1 907 808 10,48%
OG LONDON 2012 /ATHLETICS/ 2012-08-04 1 398 362 7,68%
AMR
Programme Date Audience AMR% Programme Date Audience %
KOSCI /SER. USA/ 2012-08-26 1 407 619 7,74% FAKTY 2012-08-26 1 474 957 8,11%
ZAKON /FILM SENS.USA/ 2012-08-28 1 324 873 7,28% BATMAN POCZATEK /FILM PRZYG.USA/ 2012-08-24 1 302 419 7,16%
KABARETOBRANIE W ZIELONEJ GORZE HARRY POTTER I KSIAZE POLKRWI
2012 2012-08-11 1 169 660 6,43% /FILM PRZYG.ANG./ 2012-08-31 1 251 086 6,87%
KOSCI /SER. USA/ 2012-08-19 1 153 121 6,34% HARRY POTTER I ZAKON FENIKSA
MUST BE THE MUSIC - TYLKO MUZYKA /FILM PRZYG.ANG.USA/ 2012-08-17 1 125 989 6,19%
EXTRA 2012-08-26 1 120 692 6,16%
NIEOCZEKIWANA ZMIANA MIEJSC
BOSKI ZIGOLO W EUROPIE /FILM
/KOM.USA/ 2012-08-05 1 041 918 5,73%
KOM.USA/ 2012-08-29 1 116 911 6,14%
MUST BE THE MUSIC - TYLKO MUZYKA
HARRY POTTER I CZARA OGNIA /FILM
EXTRA 2012-08-28 1 094 368 6,01% FAB.USA/ 2012-08-03 1 036 827 5,70%
AZYL /FILM THRILL.USA/ 2012-08-07 1 090 626 5,99% SPORT /SERWIS SPORT./ 2012-08-26 991 003 5,45%
WYSPA /FILM THRIL.USA/ 2012-08-10 977 063 5,37%
15. Monday - Thursday, 18:15
Since September, 3rd
Living abroad in western Europe, although very
successful- is not enough for young characters.
They come back Poland and began a new life
with the idea for common business.
Sunday, 20:20
Since September, 2nd
Another comedy serial made by creators of well
known „Rancho”.
Tradition and New Age in one. Crash of the
Buddhist and Christian spirituality. Untypical
situations, colorful characters and a lot of humor.
16. Thursday, 21:10
Since September, 6th
New action serial in TVP. Police Officer
(Bogusław Linda) who place moral code above
civil code. Absorbing plot and amazing
adventures.
17. Sunday, 20:00
Since September, 2nd
Culinary show that has already succeed in almost
30 countries. Host- Magda Gessler.
Monday, 21:30
Since September, 3rd
Medical serial with the star cast. Action takes
place in one of the most modern hospitals in
Poland- in Toruń. We follow career and private life
of doctor Alicja Szymańska (Magdalena Różdżka)
- young ambitious doctor who left Warsaw and
starts her new life at the very beginning.
18. Thursday, 22:00
Since September, 6th
History of four friends, who know each other from
the childhood. They meet after the years and they
friendship comes to life again. They differ from
each other but they need their reciprocity support.
Starring: Małgorzata Socha, Joanna Liszowska,
Magdalena Stużyńska, Anita Sokołowska
Saturday, 18:15
Since September, 1st
New paradocumentary serial. Non-standard
incidents that are very different from typical
scenarios written by the life. Amazing incidents
that can happen to all of us.
20. 5,000,000,000
Full Year Jan - July
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
2,432,264,205
2,679,430,165
2,690,983,186
1,500,000,000
1,000,000,000
500,000,000
0
2010 2011 2012
Till July 2012 print revenues increased only by 0,4%, however while considering
net expenditures we estimate rather significant decreased of expenditures.
Source: Kantar Media
21. 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 - VII
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 - VII
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%2012 moremedia sold 9% less insertionsby 1% than in 2009)
Till July ads print by this period (it is still less than in 2011.
Source: Kantar Media
22. 600,000,000 80,000
70,000
500,000,000 Investments I - VII
60,000 2010
400,000,000
50,000
Investments I - VII
300,000,000 40,000 2011
30,000
200,000,000 Investments I - VII
20,000 2012
100,000,000
10,000
Insertions I - VII
0 - 2010
Insertions I - VII
2011
Insertions I - VII
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
23. 500,000,000 80000
450,000,000 70000
400,000,000 Investments I - VII
60000 2010
350,000,000
300,000,000 50000 Investments I - VII
2011
250,000,000 40000
200,000,000 Investments I - VII
30000 2012
150,000,000
20000
100,000,000 Insertions I - VII
10000 2010
50,000,000
0 0 Insertions I - VII
2011
Insertions I - VII
2012
Till July 2012 Bauer and Agora SA are top players on the print market
(considering media ratecard revenues).
Source: Kantar Media, M&MP
25. 1,400,000,000
Full Year Jan - July 2012
1,200,000,000
1,000,000,000
1,246,985,893
800,000,000
1,185,675,851
600,000,000
774,138,987
719,072,525
687,264,327
400,000,000
200,000,000
0
2010 2011 2012
Till July 2012 advertisers invested 8% 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. 2010 2011 Jan - July 2012
AMS AMS
STROER POLSKA
STROER POLSKA STROER POLSKA 16%
15% AMS
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
28. 500
450
Jan - June 2010 Jan - June 2011 Jan - July 2012
400
350
300
250
200
-6% +5% -3%
150 +14%
100
50
-
Backlight Billboard Citylight Frontlight
We observe growth of expenditures on BB (+5%) and Frontlights
(+14%), whereas Backlights loose the most.
Source: Kantar Media
29.
30. The tram is the result of an unusual promotional campaign organized by the IKEA in collaboration with the
MPK - Poznan’s municipal transport company. One articulated tram set has been refitted internally with
IKEA furnishings and will operate a free-of-charge service along the new line to Franowo for a fortnight..
For two weeks, the new line of special tram to IKEA, rode with colorful pillows on the seats, curtains in the
windows and ... pots of flowers.
31. A team of interior designers and seamstress moved to Lodz and give the city a new character with textiles
available in the IKEA range. They introduced a large dose of color and positive energy to (sometimes a little
too gray) urban space.
32. IKEA Targówek started "natural" advertising campaign. Aim of the campaign is encourage people to visit
refreshed IKEA Targówek. This is one of the first in Poland shares with natural media.
People could see the giant furniture made from fresh grass, cleaned slogans on the pavements, billboards
overgrown with flowers and surprising "green" car.
33. Stand allowed people to take the photos with selected via the touch panel graphics. People can choose a
background and type in any text. The funniest photos was displayed on 40 meter LED monitors at the
festival area.
http://youtu.be/0X2YtHVEOuk http://youtu.be/bD4kBn_SxRc
34.
35. 800,000,000
700,000,000 Full Year Jan - July 2012
600,000,000
500,000,000
709,250,418
663,837,150
400,000,000
489,361,078
300,000,000
379,667,435
352,557,285
200,000,000
+29%
100,000,000
0
2010 2011 Jan - July 2012
Advertisers invested over 29% 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 again stronger versus
previous year.
Source: Kantar Media
37. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
CLOTHING & ACCESSORIES
100% HYGIENE & BEAUTY CARE
3%
1% 4% 4%
90% 5% 3%
HOUSEHOLD APPLIANCES, FURNITURE &
0% 5% DECORATION
8% 5% 5% TRAVEL / TOURISM / HOTELS & RESTAURANTS
80% 6%
4% 6%
PHARMACEUTICAL PRODUCTS, MEDICINE
70% 7% 7%
10%
OTHERS
7% 7%
60% 5%
8% RETAIL
11% 11%
50% COMPUTER & AUDIO VIDEO
15%
12% FINANCIAL
40% 17%
BEVERAGES & ALCOHOLS
30% 14% 14%
MEDIA, BOOKS, CDs AND DVDs
13%
20% AUTOMOTIVE
20% 19% FOOD
10% 14%
TELECOMS
0%
LEISURE
2010 2011 Jan - July 2012
Till July 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
38. Jan - July 2012
2010 2011
MULTIKINO MULTIKINO
MULTIKINO
NEW AGE 47%
MEDIA
35% 44% NEW AGE 53%
65% 56% MEDIA
NEW AGE
MEDIA
New Age Media is player number one on Polish cinema market, with its
share on the level of 53%. Small cinema brokers gain
importance, however their media revenues are still not monitored.
Source: Kantar Media
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
1,500,000,000
2,018,648,922
1,764,798,805
1,328,174,035
1,000,000,000
500,000,000
0
2010 2011 2012
Till July 2012 radio ratecard revenues were higher by 14%
while comparing to 2011.
Source: Kantar Media
44. 2010 2011 Jan - July 2012
RMF FM RMF FM RMF FM
ZET ZET
PR 3 PR 3 ZET
27% 32%
47% PR 1 43% PR 1 31%
42%
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
31%, whereas main competitor radio Zet notes 19%.
Source: Kantar Media
45. Jan - July 2012
2010 GRUPA RMF 2011 GRUPA RMF
2%
11% GRUPA RMF
2% EUROZET 2% EUROZET
EUROZET
12% GRUPA RADIOWA 12% GRUPA RADIOWA
37%
8% 33% TIME TIME 11% 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. 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
48. Thematic category: Social Media Thematic category: Culture
(Top 5 portals according to reach) and entertainment
(Top 5 portals according to reach)
Source: MegapanelPBI/Gemius, December 2010- December 2011
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.
49. MAIN TYPES OF ONLINE ADVERTISING DISLPAY AD FORMATS
7%
50% 4%
2% 4%
44% 28%
45% 4%
41%
3%
40%
8%
35% 33%
30% 7%
30% 20%
13%
25% 2010
2011
20%
17% 17%
15%
double billboard rectangle billboard
10%
7% 7%
5%
skyscraper box toplayer
2% 2%
0%
triple billboard banner wideboard
display SEM ogłoszenia e-mail inne
halfpage other
50. 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.
52. 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
