2. 1. OMD – new brandscience unit
2. Media snapshot
3. TV advertising
4. Press advertising
5. Outdoor advertising
6. Cinema advertising
7. Radio advertising
8. Online advertising
9. Inspiration Point
3. BrandScience is a Omnicom’s consultancy
specialising in measuring and maximising the
value created from marketing. BrandScience is
a global player in the econometrics market with
real teams across the world. New polish unit is
a part of Media Direction Group
We measure what matters…
• Impacts of the driving factors on key business performance
indicators
• Intermediate impacts of brand/influence/response
measures and how these in turn are driven by marketing
…and in the right way
• Understanding how media and marketing work
• Understanding businesses
• Understanding media, marketing and business data
• Understanding ‘brand equity’ and long term / manifold
effects
4. Statistical analysis of key business drivers isolating and quantifying each effect on your KPI (e.g. sales)
Better data led decisions
Budget Setting (across brands, Investment allocation (channels)
subbrands, products) to meet Business Media mix planning (flighting, weights)
Objectives Competitor understanding
External impacts
Model decomposition of all key
ROI Contributions Diminishing returns Dynamic scenario system
factors driving sales
What does it need from me?
A meeting to discuss your top questions/objectives. Weekly data – spanning 2+ years covering KPI/sales and all drivers of KPI/sales,
you & the competition. BrandScience can add weather and economic datasets to your data. Contact Rafał Wyszyoski, BrandScience
Director at wyszynski@mediadirection.com.pl to arrange a meeting
5. • Landscape
• Media shares
• Biggest players
• Sectors
• Media perspectives in 2012
6. 1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
500,000,000
0
1,104,630,695
1
1,296,099,997
1,378,856,606
1,267,867,846
2
1,550,291,252
1,568,210,922
2009
1,795,466,091
3
2,252,390,912
pessimistic.
2,319,615,364
1,749,557,807
2010
4
1,702,335,599
2,226,332,270
1,932,377,662
5
2,418,117,333
2011
2,434,411,424
1,723,087,025
6
2,208,733,440
2,230,662,500
1,167,487,654
7
1,475,902,129
1,519,585,966
1,150,998,783
8
1,355,338,094
1,396,982,651
1,902,118,715
9
2,239,536,676
2,268,105,266
2,291,803,603
2,681,584,949
10
2,595,193,728
2,310,570,480
2,501,304,160
11
increased YoY by 4%). Estimations for further months are rather
1,965,840,548
marketers decreased media budgets by 3% (overall media market
2,050,958,424
12
Media market faces economic slowdown – that’s the fact. In October
Source: Kantar Media, ratecard expenditures
7. Television -1,5%
Radio
Magazines
Newspapers Jan-Oct 2011
Jan-Oct 2010
Outdoor Jan-Oct 2009
Cinema
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000
Cinema Outdoor Newspapers Magazines Radio Television
Jan-Oct 2011 550,976,227 1,035,271,771 1,513,174,215 2,320,422,329 2,573,174,406 11,944,937,749
Jan-Oct 2010 528,580,378 987,178,005 1,513,458,874 2,044,568,393 1,986,460,038 12,120,084,693
Jan-Oct 2009 346,370,887 1,037,564,040 1,543,487,854 1,994,194,257 1,701,943,019 9,461,835,824
TV is the strongest medium with share on the level of 60%, however in 4Q we
observe negative dynamic of TV investments (In October -1,5% YoY). Radio notes
the highest increase of expenditures (29%). Investments for Cinema, Outdoor and
Newspapers are on the stable level. Free emissions, better placements, additional
discounts may inflate ratecard growth.
Source: Kantar Media, ratecard expenditures
8. By the end of October 2011, half of biggest advertisers decreased their media
investments. The biggest drop in terms of RC expenditures was noted by Unilever
and Henkel. The biggest increase of expenditures noted by Lidl and Aflofarm.
Source: Kantar Media
9. COMPUTER & AUDIO VIDEO
100%
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
4% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
5% 4%
4%
5% TRAVEL / TOURISM / HOTELS & RESTAURANTS
80% 6% 5%
6%
8% 6% CLOTHING & ACCESSORIES
7%
7% 7% LEISURE
7%
60% 7% 7% BEVERAGES & ALCOHOLS
6%
8% 7% AUTOMOTIVE
8%
10% 8% MEDIA, BOOKS, CDs AND DVDs
40% 10%
9% OTHERS
14%
13% FINANCIAL
12%
20% 9% RETAIL
11%
12% HYGIENE & BEAUTY CARE
14%
15% TELECOMS
0%
13% PHARMACEUTICAL PRODUCTS, MEDICINE
2009
FOOD
2010
Jan-Oct 2011
For the last three years top 3 sectors are: food, medicines and telecoms.
Source: Kantar Media
10. TV OOH PRINT INTERNET
TV market in OOH will Expected drop in Digital media are
2012 will be benefit most readership of print under constant
nervous and from UEFA Euro development
unpredictable 2012
1. Outdoor will be one of 1. We expect market 1. Increasing importance
1. It will be hit by the main medium slowdown can generate of VOD (though off low
slowdown in Q4 2011 opportunities base)
2. Despite expected
2. TV channels will impose economic slowdown
higher inflation in Q1 to marketers will try to use
offset loss in Q4 2011 the occasion
3. Thousands of people 2. Facebook will overtake
3. Real battle will be in Q2 2. Recommend holding
will be outside and also local social network
and after UEFA EURO – back money for last-
international public offering (nk.pl)
especially in Q4 minute deals
4. June / July – the best
4. War of nerves will be period for outdoor
governing topic in most advertising
media conversations
11. • Average Time Viewed
• All time viewing
• Commercial impact
• Minutes sold
• Nice to know
• TV Digitization - 2013
12. 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
Average Time Viewed (in minutes) is at a slightly lower level than in the
previous year. ATV is higher during the winter months what reflects traditional
seasonality on Polish media market.
Source: AGB Research Nielsen
13. 20%
All 16-49 TVP1
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 rise of shares of mainstream channels - TVN and Polsat.
At the same time thematic channels shares fall.
TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP Sport
Polsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport Extra Source: AGB Research Nielsen
TVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TV
At Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy
Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino
Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal
, Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam
14. 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
TVN and Polsat have the highest share among TV market. At Media is between
TVP1 and TVP2 – both are mainstream channels.
TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP Sport
Polsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport Extra
TVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TV
At Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy
Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino
Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal
, Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam ,
Source: AGB Research Nielsen
15. 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
Week 42– highest sell out ever – 6,2 million seconds sold. The reason is
progressing fragmentation of TV market (new thematic channels are
being launched and monitored – e.g. Polo TV, Rodin TV and SCIFI
Universal)
Source: AGB Research Nielsen
16. 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 2011 TVP (TVP1 & TVP2) opened more inventory, than in previous years. It exceeded
several times 180 000 seconds per week.
Source: AGB Research Nielsen
19. 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. Currently It is about 3,2 million seconds
per week.
Source: AGB Research Nielsen
20.
21. The future of TV is multiscreen
presence. TV programs will be
presented on digital platforms
but also tablets, smartphones
and consoles. It already
happens, Polsat presents TV
materials on internet platform
Ipla, TVN on TVN Player.
22. TV Market in Poland (distribution channels/ sources of
signal)
Source: cyfryzajca.gov.pl
23. Before and after digitization process in Poland
Source: cyfryzacja.gov.pl
24. Ministry of Infrastructure in Poland
declared that digitization process is
going to end until 31th of July 2013.
During international
arrangement, there was made a
decision, that analogue television
is going to disappear of Europe
until 2015.
25.
26. • More channels available for public
• Better quality of vision and sound
• Less interferences
• Two formats accepted (4:3 or panoramic 16:9)
• Access to additional interactive services
28. 5,000,000,000
4,500,000,000
Full Year Jan-Oct
4,000,000,000
3,500,000,000
4,452,430,098
3,000,000,000
4,402,244,708
3,833,596,544
3,558,027,267
3,537,682,111
2,500,000,000
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
0
2009 2010 2011
Advertisersof October 2011 advertisers invested over 8% more in comparison to
By the end
invested 10% more in press vs. Jan-June 2010, but bought
the same period of 2010. Free emissions and beneficial last offers may cause the
only 5% ads more by thismay not translate into increase of net expenditures.
ratecard growth, however it period (it is still less by 1% than in 2009)
Source: Kantar Media
29. 50000000 45000
45000000 40000
40000000
35000 Investments I - XII
2009
35000000
30000
Investments I - XII
30000000 2010
25000
25000000 Investments I - X
2011
20000
20000000 Insertions I - XII
15000 2009
15000000
Insertions I - XII
10000 2010
10000000
Insertions I - X 2011
50000000 5000
0 0
1 2 3 4 5 6 7 8 9 10 11 12
Advertisers invested 10% more in press vs. Jan-June 2010, but bought
Advertisers invested 8% more in press vs. Jan – Oct 2010, but bought
only 5% ads more by this period (it is still less by 1% than in 2009)
only 1% ads more by this period (it is still less by 2% than in 2009).
Source: Kantar Media
30. 800,000,000 120000
700,000,000
100000
600,000,000
80000
500,000,000 Investments Jan-Oct
400,000,000 60000 2009
300,000,000 Investments Jan-Oct
40000
2010
200,000,000
20000 Investments Jan-Oct
100,000,000
2011
0 0
Insertions Jan-Oct
2009
Insertions Jan-Oct
2010
Insertions Jan-Oct
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
31. 700,000,000 100000
90000
600,000,000
80000 Investments Jan-Oct
2009
500,000,000 70000
60000 Investments Jan-Oct
400,000,000 2010
50000
300,000,000 40000 Investments Jan-Oct
2011
200,000,000 30000
20000 Insertions Jan-Oct
100,000,000 2009
10000
0 0 Insertions Jan-Oct
2010
Insertions Jan-Oct
2011
Agora is no1 Publisher, but it’s loosing its potential. Bauer increases
its revenues even by 42%.
Source: Kantar Media, M&MP
32.
33. In November the Publisher G+J Polska published a
special edition of a bimonthly magazine „Gala Men”.
34. „Maxim" debuted on the market at a price of 8 zl, a volume
of 148 pages and circulation of 126 thousands.
Publisher Ginza Media Group is not the first publisher of
"Maxim" in Poland. For the first time it appeared in
years 2001 - 2003 and was published by Hachette
Filipacchi Poland (now, after an ownership change, it
operates under the name of Burda Media Poland).
In mid-2003 the title was closed, because of dissapointing
sales.
35. Print shrinks. In order to attract new customers Publishers turn to new
.
solutions like e-editions on tablets
AVAILABILITY:
Journals: „Rzeczpospolita”, „Super Express”,
Journal`s Polska Press publisher, Jurnal`s Media
Regionalne , „Dziennik Gazeta Prawna”.
Weekly reviews: „Angora”, „Newsweek”, „Polityka”,
„Przekrój”, „Wprost”
Lifestyle magazines: „Wysokie Obcasy Extra”, „K-
mag”, „MaleMen”, „Machina”
Business magazines: „Forbes”, „Bloomberg”
Tablet PC Edition costs on average approximately 0,79 – 0,99
euro, but many issues are free.
36. Sales
„Fakt” (tabloid) is constantly the leader among dailies, the second is „Gazeta Wyborcza”
(nationwide opinion forming title).
Generally, for the last two years we observe a slight decrease in dailies readership.
A significant increase was only visible in April 2010 after Smolensk plane crash.
Above mentioned dailies are chosen according to the dailies press ranking prepared for group all respondents.
37. Sales
Angora is the leader among weekly reviews. We do not observe a significant
decline 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”
Above mentioned weekly reviews are chosen according to the press ranking of weekly reviews prepared for group all respondents.
38. Sales
The readership of magazines generally declines, although we
observe wide fluctuations in the readership in some months.
Above mentioned magazines are chosen according to the press ranking of monthly magazines prepared for group all respondents.
40. 2,000,000,000
Full Year Jan-Oct 2011
1,800,000,000
1,600,000,000
1,400,000,000
1,200,000,000
1,000,000,000
1,229,508,066
1,185,675,851
800,000,000 1,037,564,040
1,035,271,771
987,178,005
600,000,000
400,000,000
200,000,000
0
2009 2010 2011
By the end of October 2011 advertisers invested over 5% more in comparison to
the same period of 2010
Source: Kantar Media
41. 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
42. 2009 2010 Jan-Oct 2011
AMS AMS AMS
STROER POLSKA STROER POLSKA
14% 0% STROER POLSKA
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
43. 700,000,000
600,000,000
Jan-Oct 2009 Jan-Oct 2010 Jan-Oct 2011
500,000,000
400,000,000
300,000,000
200,000,000
100,000,000
-
Frontlight Citylight Billboard Backlight
Investments on Billboards are decreasing, but we can also observe
growth of expenditures on Citilights (by 18%). Investments on
Frontlights and Backlights are on a stable level.
Source: Kantar Media
44.
45. In October Levi’s conducted the design contest for mural. The victorious project was depicted on the
building on Polna street.
46. First, after the renovation, Total Branding campaign at the Central Station in Warsaw.
Campaign carried out for H&M includes all available carriers at the station: 5 vinyl nets, 2
adtracks, carriers in the main hall (backlights + flags), the citylight package and even redirecting the
network wifi (NEW!) to the Client Internet address.
47. Below are the principles of the sale of carriers in 2012 (May-July;
EURO 2012 football championship) from main suppliers:
AMS:
First offer (carriers in packages in four main cities, where EURO 2012
Championship will be) went to the sponsors. Prices of this packages in May-July
are about 15-20% higher than in other months.
CLEAR CHANNEL POLAND:
Carriers in packages, are offered on internet auction, the rest of the carriers is
offered on usual principles of sale.
STROER:
The sale of carriers in May-June 2012 will be under the normal procedure according
to fixed prices and the general rules.
CITYBOARD:
In 2012 we aren't planning price rises, only a few percent because of the inflation
and growing running costs of the network. There won't be any extra charges in the
period before and during the EURO 2012 championship.
48.
49. 700,000,000
Full Year Jan-Oct 2011
600,000,000
500,000,000
663,837,150
400,000,000
550,976,227
528,580,378
481,186,101
300,000,000
346,370,887
200,000,000
100,000,000
0
2009 2010 2011
Advertisers invested over 4% more till October 2011, in comparison to the same
period 2010 (considering monitored players: NAM and Multikino).
Source: Kantar Media
51. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
CLOTHING & ACCESSORIES
100% 3% PHARMACEUTICAL PRODUCTS, MEDICINE
2% 3%
90% 5% 8% 3% HYGIENE & BEAUTY CARE
4% 5% 4% HOUSEHOLD APPLIANCES, FURNITURE &
80% 4% 6% DECORATION
4%
RETAIL
11% 7%
70% 10%
7% COMPUTER & AUDIO VIDEO
8%
60% 11% 8% TRAVEL / TOURISM / HOTELS & RESTAURANTS
8%
50% 5% OTHERS
14%
40% 16% 13% FINANCIAL
BEVERAGES & ALCOHOLS
30% 16%
17% AUTOMOTIVE
18%
20% MEDIA, BOOKS, CDs AND DVDs
20%
10% 12% 14% TELECOMS
FOOD
0%
2009 2010 Jan-Oct 2011 LEISURE
Till October 2011 biggest sectors are 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
52. 2009 2010 Jan-Oct 2011
MULTIKINO MULTIKINO MULTIKINO
NEW AGE NEW AGE NEW AGE
25% MEDIA 35% MEDIA
41% MEDIA
75% 65% 59%
Polish cinema market is very consolidated – there are only 2 media
owners which are monitored.
Share of Multikino revenues constantly grows for the last couple of
years.
Source: Kantar Media
53.
54. 45,000,000
Full Year Jan - Oct
40,000,000
35,000,000
30,000,000
39,199,530
25,000,000
37,497,421
32,210,605
31,124,520
30,489,315
20,000,000
15,000,000
10,000,000
5,000,000
0
2009 2010 2011
Economic slowdown, expensive tickets or rather lack of breathtaking movies
– what causes audience to shrink? It seems that all those aspects may be
responsible for negative changes.
Source: NAM
55. 1,7 M. 1,4 M. 1,2 M. 1,2 M. 1 M.
0,9 M. 0,8 M. 0,7 M. 0,7 M. 0,7 M.
Source: NAM
57. Full Year Jan-Oct 2011
2,500,000,000
2,000,000,000
2,573,174,406
2,478,233,145
1,500,000,000
2,110,299,443
1,986,460,038
1,701,933,285
1,000,000,000
500,000,000
0
2009 2010 2011
Radio market revenues increased by 30% till October 2011.One of the reasons is
high inflation in 2011. By the end of 2011 the dynamic shall slow down as a result
of economic slowdown.
Source: Kantar Media
59. 2009 GRUPA RMF 2010 GRUPA RMF Jan-Oct 2011
2%
7% 3% EUROZET 8% 2% EUROZET 10% GRUPA RMF
GRUPA RADIOWA GRUPA RADIOWA EUROZET
13% 29% TIME 12% 33% TIME
12% 39%
AGORA S.A. AGORA S.A. GRUPA RADIOWA
17% TIME
3% 20% 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
60. 2009 2010 Jan-Oct 2011
RMF FM RMF FM
RMF FM
ZET ZET
25% 27% PR 3 33% ZET
PR 3
47% 42%
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.
62. The RMF Group published new advertisement price list
for the winter period (valid from 2.01.2012 to 1.02.2012).
The new product price list introduced higher prices for
RMF FM (by 3,1%) and packages RMF Maxxx and RMF
Classic (by 2,5%).
Product price lists for 18 local RMF Maxxx and RMF
Classic remain unchanged.
63. Classic PiN
ZET Barometr ZET Barometr ZET TOTAL
Young ZET Barometr
Plus
(52) (12)
(13)
(52) (13)
(52) (14) (3)
(14) (3)
Drapacz Chmur Young (63) Drapacz Chmur (81) Drapacz Chmur Plus (111)
(38) (1)
(38) (38) (18)
(5) (18) (7)
(7) (5) (1) (8)
ex
(3) (14)
(14) (3) (7)
(21)
64.
65. In the face of the economic crisis one may think that the Internet advertising also
took a hit. That would be a mistake – the latest report from IAB about Polish Internet
advertising industry shows a 1 BN PLN growth of the market in 1H of 2011. This is a
+25% growth YoY when compared to the 1H of 2010 (942 MIL PLN in 1H 2011, 741
MIL PLN in 2010).
Source: http://www.iabpolska.pl/images/stories/badania/IABAdEx_2011H1_media.pdf
66. The 66% growth of Video advertising in terms of expenditures shows us that this
channel will be one of the mainly used by advertisers in the future. More and more
people turn to on-line video instead of regular television as high bandwidth internet
connections are becoming more common. People value flexibility and video-on-
demand offers more of it than standard television.
Source: http://www.iabpolska.pl/images/stories/badania/IABAdEx_2011H1_media.pdf
67. Onet's VOD platform has expanded its offer by including current TVP programs. Such
move is guaranteed to draw viewers to the video-on-demand platform, especially
since it contains all the currently watched series ("Ojciec Mateusz", "M jak
miłość", "Czas Honoru") and entertainment shows ("Voice of Poland"). Apart from
current shows, viewers will be also able to watch past episodes
Source: http://www.dvbnews.pl/news/8898/seriale_i_programy_tvp_na_onetvod
68. Number of fans
9,000
7,769
8,000
7,000
6,000 5,021
5,000
4,000 2,871
3,000 2,534
1,896
2,000 1,490
701
1,000 0
0
During six months of activity we have built up our fan base from 0 to 7 769 fans. Our
fans have posted 1 949 comments, and they "Liked" 4 099 articles. Average number of people
who were talking about Citroen last month - 135! Citroen Poland fan page is managed by
Social Media team of Media Direction Digital.
69. In November, Citroen Polska Facebook fan page has been the most dynamically
growing fanpage in the Automotive category with a +54,96% increase in fanbase since
October!
70. Support introduction of Citroen DS4
into the Polish market
Users could create their own
manifest by using pre-recorded
words
Users could add their own recorded
words
Users could win new Citroen DS4
for a weekend and Citroen gadgets
„Create your own manifesto” application was a great success.
Timeframe: 26.10 – 26.11
Number of added manifestos: 198
Number of users who joined to application: 1 509
Number of votes 1 832
71.
72. Find us on Facebook
• It is a good year for Media Direction Digital. There are
new awards in our „display case”:
• Interactive Agency of the Year 2010 – Mixx Awards, IAB Poland
• Best use of New Media – Rexona Aurora, Unilever - Mixx Awards, IAB Poland
• Best Cross-Media Campaign – Axe Clicker, Unilever – Mixx Awards, IAB Poland
• Best use of Content – Timotei, Unilever – Media Trends, Marketing
Communication Association
73. 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
