2. Internet Penetration *
4 000 000
3 588 938 3 566 363 3 577 740 3 571 372 3 600 728 3 517 623
3 500 000
3 000 000
2 500 000
2 000 000
1 500 000
1 000 000
500 000
0
January February March April May June
In June the internet penetration marks fall of 2% compared to the beginning of the year in
terms of number and fell to a level of 50%.
Source: Gemius
* Based on Bulgarian population 7 021 407 (4+ y.o.)
2
3. Gender
June 2011 June 2012
Comedians
Men
49,5% 50,5% 49,0% 51,0%
Women
Men outnumber women a little (due to EURO 2012), but the overall distribution remains
relatively equal.
Source: Gemius
3
5. EURO 2012
Analysis of the effect of the championship
on the sports websites in Bulgaria
5
6. Top 10 sports websites – June 2012
Visitors Average time spent by
# Website Page Views Reach
(Real Users) visitor [hh:mm:ss]
1 sportal.bg 603 289 53 939 860 02:11:26 17,15%
2 sportni.bg 365 402 7 303 330 00:19:55 10,39%
3 gong.bg 170 263 6 113 210 00:41:42 4,84%
4 gol.bg 148 056 6 236 209 00:51:30 4,21%
5 winner.bg 139 907 7 369 603 01:09:21 3,98%
6 btv.bg/sport 133 482 1 043 345 00:07:52 3,79%
7 football.dir.bg 131 944 2 420 517 00:24:14 3,75%
8 topsport.bg 105 045 3 672 073 00:39:59 2,99%
9 football24.bg 64 060 1 314 032 00:20:34 1,82%
10 livesport.bg 52 626 1 063 633 00:28:03 1,50%
Sportal.bg is the absolute leader among the sports websites in Bulgaria with almost two
times more unique visitors than the second (sportni.bg) and seven times more page views.
Source: Gemius, TG: All 14+
6
7. Methodology
The following comparison takes into consideration the top 10 sports websites for June
2012.
The parameters that we will look at include real users and average spent time by visitor.
We will track the percentage change of those parameters between May‘11 & June‘11 and
between May’12 & June’12 for a target group of men 18-49.
Having in mind the seasonality of internet as a media, there should be a drop in the
number of visitors on websites between the months of May and June.
Therefore, if EURO 2012 has had a positive effect on the sports websites, we could expect
that this drop should be a smaller percent than last year.
7
8. Real Users (Visitors)
400
May 2011 June 2011 May 2012 June 2012
350
300
Thousands
250
200
150
100
50
0
sportal.bg sportni.bg gong.bg btv.bg/sport winner.bg football.dir.bg gol.bg topsport.bg football24.bg livesport.bg
-10% -15% +6% 0% -27% -49% -21% -43% -4% 0% +6% 0% +23% -5% -8% -23% +5%
6 out of the 10 websites (the ones with rectangles) show a smaller drop in May-June’12 compared to
May-June’11. This we can assign to EURO 2012. In other words, the championship allowed those websites to
keep a part of their visitors, who they would have otherwise lost, due to the summer season.
Sportal.bg & gong.bg had separate websites for the EURO, which are not monitored. Otherwise, sportal.bg and
gong.bg follow the same tendency.
Source: Gemius, TG: M 18-49
*No data for sportni.bg, topsport.bg, and livesport.bg is available from Gemius for 2011
8
9. Average Time Spent by Visitor (in minutes)
160
May 2011 June 2011 May 2012 June 2012
140
120
100
80
60
40
20
0
sportal.bg sportni.bg gong.bg btv.bg/sport winner.bg football.dir.bg gol.bg topsport.bg football24.bg livesport.bg
2% -8% +4% -2% -59% - 33% +1% 16% -17% -17% -17% -10% -23% -7% 22% -34% +24%
Although EURO 2012 has helped the sports websites to keep some of their visitors and page views, which
they would have lost, because of the summer, this trend is not so valid regarding the average time spent
by visitor.
Source: Gemius, TG: M 18-49
*No data for sportni.bg, topsport.bg, and livesport.bg is available from Gemius for 2011
9
10. Mobile Versions
We should take into consideration that six out of the ten sports websites
considered have a mobile version and applications of their websites. Also,
mobile traffic in Bulgaria grows steadily with time. Sites especially dedicated to
EURO 2012 as well as mobile versions of sports websites were not tracked,
therefore the effect of EURO 2012 may have been even stronger.
Sportal.bg – mobile.sportal.bg
Sportni.bg – m.sportni.bg
Gong.bg – m.gong.bg
Football.dir.bg – smart.dir.bg/corner
Gol.bg – m.gol.bg
Football34.bg – football24.bg/mobile
10
15. Sportal.bg – NIVEA FOR MEN Facebook Application
NIVEA FOR MEN created a special Facebook application in
the sportal.bg’s Facebook fan page. Users were supposed
to vote for different soccer players, who they considered
“player of the round.”
The prices included 200 vouchers from vivasport.bg and 10
soccer balls NIVEA FOR MEN.
Users could vote only once per day.
15
21. Formats – Observations
Major brands like NIVEA FOR MEN, Kamenitza, LG, Coca-Cola , Adidas (the last
two being official EURO 2012 partners) and others targeted men through sports
websites during the period of EURO 2012 by using wallpaper brandings as their
main format.
This format is more of a standard nowadays, however, the brands relied on good-
looking sport-themed wallpaper brandings, which fit well with the sports
websites themselves, without being too intrusive.
Often brands synchronized the wallpapers with different banner formats, so that
they appear at the same time. This allows the advertisers to be sure that their
brand is the only one that appears on the loaded page.
21
22. Thank you!
For more details contact:
ZenithOptimedia,
118, Bulgaria Blvd., Abacus Business Building, Sofia 1618
Reception: +359 2 43 40 710
v.karaivanova@zenithoptimedia.bg
