media landscape

Transcription

media landscape

1
MEDIA LANDSCAPE
JANUARY-SEPTEMBER 2014
CONTENT
2
 MEDIA
MARKET AT A GLANCE
 TELEVISION
 PRINT
 RADIO
 OUTDOOR
 CINEMA
 ONLINE
3
MEDIA MARKET
Investments, Trends, General Media Consumption, Main Media Groups
AD SPENDS BY MEDIA TYPE (mln BGN)
4
2011
2012
2013
Q3 2013
Q3 2014
TV
703
801
946
661.3
710.3
PRINT
151
151
138
97.6
102.9
RADIO
16
6
3
2.4
1.6
OOH
30
5
n.a.
n.a.
n.a.
TOTAL
900
963
1 088
761.3
814.9
In terms of Gross spends,
the media market is growing.
TV is the main market driver.
Actual investments in TV are
significantly lower due to the
seasonal promotions,
offering bonus spots or TRPs,
are valid in January and
February.
The gross investments in Print
register a slight increase.
Monitoring data for Radio is
available only for the period
Jan-June 2014.
Source: GARB Jan-Sep 2014
AD SPENDS BY SECTORS (mln BGN)
5
Top 3 sectors in
Jan-Sept 2014 –
Foods, Cosmetics
and
Pharmaceuticals.
In Jan-Sept 2014,
gross ad spends
increase by 10%
compared to same
period of 2013.
1
2
3
4
5
6
7
8
9
10
Sector
FOODS
COSMETICS
PHARMACEUTICALS
DRINKS
TELECOMMUNICATION
RETAIL OUTLETS
FINANCIAL SERVICES
HOUSEHOLD CHEMISTRY
PUBLISHING
MOTORING
TOP 10
TOTAL
BGN (mln)
122,1
119,6
101,2
100,2
76,0
68,8
54,4
44,1
25,2
24,5
736,2
814,9
Share
15%
15%
12%
12%
9%
8%
7%
5%
3%
3%
90%
YoY
11%
4%
18%
35%
-26%
18%
22%
1%
8%
10%
10%
7%
6
TELEVISION
Investments, Audience, Top Programs
TV AD SPENDS
Jan-Sept 2014 (mln BGN)
7
Gross TV ad
spends in Jan-Sept
2014 are 710 mln
BGN (7% growth
compared to the
same period of
2013).
2013
2014
285
260
231
243
220
219
199
Peaks in TV
investments in 4th
and 2nd Qtrs.
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Source: GARB 2013 & Jan-Sept 2014
TV AD SPENDS BY SECTORS
8
Top sectors in TV
in Jan-Sept 2014
are Foods,
Cosmetics and
Drinks.
TV gross spends
increase by 7%
compared to the
same period of
2013.
1
2
3
4
5
6
7
8
9
10
Sector
FOODS
COSMETICS
DRINKS
PHARMACEUTICALS
TELECOMMUNICATION
RETAIL OUTLETS
FINANCIAL SERVICES
HOUSEHOLD CHEMISTRY
MOTORING
HOBBY. FASHION. SPORT
TOP 10
TOTAL
BGN (mln)
121,1
112,4
98,0
88,4
68,8
59,9
49,5
43,8
19,0
11,1
672,0
710,3
Share
16%
15%
13%
12%
9%
8%
7%
6%
3%
1%
90%
YoY
11%
5%
37%
14%
-23%
18%
23%
1%
17%
6%
11%
7%
TOP 15 ADVERTISERS
9
The advertisers in TOP
15 remain unchanged
with slight shifts in
ranking.
Procter & Gamble is
top advertiser for the
first 9 months of 2014.
The advertisers with the
biggest growth in terms
of gross ad spends &
TRPs 30” are Zagorka,
Carlsberg and Lidl.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Advertiser
PROCTER & GAMBLE
MONDELEZ
ZAGORKA PLC
NESTLE BLG
L'OREAL
MTEL
FIKOSOTA SINTEZ
VIVACOM
BEIERSDORF
KAMENITZA
HENKEL
RECKITT BENCKISER
LIDL BULGARIA
CARLSBERG
UNILEVER
TOP 15
TOTAL
TV Ad Spends (BGN)
29 637 281
26 212 847
24 112 923
23 259 191
19 685 797
19 279 268
18 814 744
18 734 543
16 746 713
16 478 393
15 227 327
14 057 294
14 012 480
13 294 495
13 047 527
282 600 823
710 315 671
YoY
-11%
19%
95%
24%
-3%
36%
22%
-47%
16%
12%
-24%
4%
55%
100%
-15%
3%
7%
TRPs All 18+
81 133
59 183
54 194
65 095
48 662
55 040
42 353
34 986
48 857
39 338
42 306
35 968
32 105
31 918
41 156
712 294
YoY
10%
14%
69%
-7%
-13%
-3%
34%
-2%
1%
100%
100%
20%
67%
13%
27%
14%
566 076
16%
TV AUDIENCE
TG All 18+
10
Higher TV viewership
according to Media Research
compared to GARB (+17
minutes on the average for
Jan-Sept 2014).
On the contrary, the average
daily reach reported by GARB
is higher (+11% on the
average for Jan-Sept 2014)
than this reported by Media
Research.
Media Research data show
that smaller number of TV
viewers watch spend larger
amount of time in front of the
TV – smaller overall reach on
TG 18+ and higher average
daily minutes.

Average Daily Minutes by Months

Average Daily Reach by Months
213÷289
71%÷81%
191÷278
67%÷72%
0
Source: GARB and Media Research; Jan-September 2014
TV AUDIENCE
TG All 18+
11

Average RTG by Time Slots (main channels & TV groups)
The TV audience curves of
both people-meter systems
show typical behavior with
a distinctive peak during
the evening hours.
The average ratings of bTV
are higher in all time slots
according to GARB. The
average ratings of the
niche channels of BMG and
NBG are higher according
to Media Research.
TV AUDIENCE
TG All 18+
12

Average RTG by Days of Week (main channels & TV groups)
According to both
people-meter
agencies the main
channels have higher
audience in working
days although the
total viewership is
higher during the
weekend when the
audience switches to
other (niche)
channels.
TV STATIONS REACH
TG All 18+
13

TOP 20 TV Channels – Ave Daily Reach
bTV, Nova and BNT1
are TOP 3 channels.
Different ranking of
the niche channels.
SOV
TG All 18+
14
The main channels attract 83%
of the TV audience according
to GARB and 77% according
to Media Research. Media
Research reports higher share
of “Other” channels.
bTV has major contribution in
the BMG’s share, while the
audience of Nova and the
niche channels in NBG is almost
equally distributed.
In contrast to GARB,
MediaResearch reports
advantage of NBG over BMG
in terms of SOV.

Other
17.2%
Main TV Groups – Share of Viewing
BNT 1
7.0%
TV 7
4.2%
Other
22.8%
bTV
31.6%
NBG
Niche
16.2%
Nova
17.9%
BMG
Niche
5.9%
BNT1
5.7%
bTV
26.0%
TV 7
3.5%
NBG
Niche
17.2%
Nova
18.6%
BMG
Niche
6.2%
TOP 20 PROGRAMS
TG All 18+
15
bTV
Nova
BNT1
Source: GARB & Media Research; Jan-Sep 2014; Тime Slot 06:30-23:30
MAIN TV GROUPS - AUDIENCE PROFILE
16
Both people-meter agencies provide
quite similar data regarding the
audience of the main TV channels
and the family of channels
belonging to BMG and NBG.
bTV attracts a little older and more
female than average audience,
living in towns and villages. BMG’s
niche channels profile complement
bTV reaching a little younger
audience living in Sofia.
Nova and NBG’s niche channels
are more popular for 35-54s,
relatively well-off urban audience.
BNT1 is popular among men 45+.
The channel has a strong position in
Sofia.
17
PRINT
Investments, Audience, Topics of Interest
PRINT AD SPENDS
18
2013
In Q3 of 2014, the
gross investments in
Print register 3.3%
growth compared
to the same period
of 2013.
2014
40.8
39.1
35.3
33.1
29.2
34.2
29.6
Gross Print ad
spends in Jan-Sept
2014 are 102.9
mln BGN
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
AD SPENDS BY PRINT TYPE
19
Gross Ad Investments– Mix by Print Type
Gross Ad spends by Print Types
Other
0,6%
Monthlies
21,6%
Weekly
Magazines
9,3%
Weekly
Newspapers
7,9%
Dailies
60,5%
2013
Q3 2013
Q3 2014
PRINT
138
97.6
102.9
Dailies
76
54.9
62.3
Weekly Newspapers
15
10.8
8.1
Weekly Magazines
15
10.3
9.6
Monthly Magazines
32
21.1
22.3
Undefined
1
0.5
0.7
PRINT AD SPENDS BY SECTORS
20
Print investments
grow in most
categories.
TOP sectors –
Publishing and
Pharmaceuticals.
1
2
3
4
5
6
7
8
9
10
Sector
PUBLISHING
PHARMACEUTICALS
MISCELLANEOUS
RETAIL OUTLETS
COSMETICS
TELECOMMUNICATION
MOTORING
FINANCIAL SERVICES
IMMOVABLES. CONSTRUCTION. REPAIRS
TOP 10
TOTAL
BGN (mln)
23,3
12,7
8,8
8,5
7,2
7,1
7,0
5,4
4,8
3,8
88,5
102,9
Share
23%
12%
9%
8%
7%
7%
7%
5%
5%
4%
86%
YoY
17%
60%
-7%
27%
-5%
22%
-45%
-7%
15%
84%
8%
5%
DAILY NEWSPAPERS
21
Total reach of the
daily newspapers is
21% (~ 820 000
people aged 18+).
Daily Reach %
24 chasa Or Trud
6.6%
Telegraf
6.1%
24 chasa
4.5%
Standart
Top rated titles –
Telegraph, 24
Chasa and
Standart.
3.2%
Trud
2.5%
7 dni sport
1.5%
Bulgaria Dnes
1.1%
Vseki Den
1.0%
Presa
1.0%
19 minuti
1.0%
Source: TGI Bulgaria Spring 2014
WEEKLY NEWSPAPERS
22
Total reach of the
weekly newspapers
is 18.1% (~ 708
000 people aged
18+).
Weekend, Treta
Vyzrast and 168
Chasa.
Weekly Reach %
Weekend
6.8%
Treta vazrast
2.4%
168 chasa
1.5%
Vestnik za doma
1.5%
Show
1.4%
Evrofutbol
1.3%
Shok
1.3%
Lechitel
1.3%
Nad 55
1.2%
Zhivotat Dnes
1.1%
WEEKLY/ FORTNIGHTLY MAGAZINES
23
Total reach of the
weekly/fortnightly
magazines is 9.2%
(~ 358 000 people
aged 18+).
Weekly Reach %
Zhurnal za zhenata
3.4%
Blyasak
1.8%
Kushta i Gradina
1.8%
Story
1.5%
Kulinaren Jurnal
Zhurnal za Zhenata,
Blyasak and Kyshta I
Gradina.
1.2%
Vsichko Za Zhenata
0.8%
Tema
0.7%
Auto Bild
Bravo
Hello! Bulgaria
0.6%
0.4%
0.3%
MONTHLY MAGAZINES
24
Total reach of the
monthly magazines
is 8.6% (~ 335 000
people aged 18+).
Zhenata Dnes,
Grazia and
Cosmopolitan.
Monthly Reach %
Zhenata dnes
1.5%
Grazia
1.4%
Cosmopolitan
1.4%
National Geographic
1.2%
Nash dom
1.0%
Zdraven Zhurnal
0.9%
8
0.9%
Eva
0.8%
Auto Motor und Sport
0.8%
Moda
0.8%
TOPICS OF INTEREST
25
- Newspapers are top
source for local, national,
foreign news, sport and TV
program details for people
45+. Younger audience (2034 years old) is interested in
jobs/appointments, fashion &
clothes, technology and
education rubrics.
- The topics of interest in
magazines are news,
gossips, health, clothes &
fashion, cooking & recipes
rubrics.
Newspapers
Magazines
National News
European News
Local News
Puzzles/Crosswords
Sport
Women's Pages
Horoscope/Numerology
Medical/Health/Fitness
Relationship/Problem Page
Cooking/Recepies
National News
Women's Pages
European News
Beauty And Hair
Stories and gossips for stars
Medical/Health/Fitness
Clothes/Fashion
Nature And Animals
Local News
Horoscope/Numerology
50%
41%
29%
27%
25%
23%
21%
21%
20%
20%
27%
25%
23%
21%
20%
20%
19%
18%
18%
17%
26
RADIO
Investments, Audience
RADIO AD SPENDS (mln BGN)
27
2013
There is lack of reliable
data for the radio
market.
In 2013 & H1 2014
only 2 radio stations
are monitored (N-Joy &
Z-Rock) compared to
2012 and 2013 when
the observed number is
6.
2014
1.1
0.9
0.8
0.8
0.8
Not
available
data for Q3
0.6
Radio monitoring is not
available for Q3 2014.
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Source: GARB Jan-June 2014
RADIO AD SPENDS BY SECTORS
H1 2014 (mln BGN)
28
Top advertisers in
the two monitored
radio stations (NJoy & Z-Rock) are
from retail outlets,
telecommunication
and tourism sectors.
The monitoring
data is for H1
2014.
1
2
3
4
5
6
7
8
9
10
Sector
RETAIL OUTLETS
MOTORING
TELECOMMUNICATION
TV & AUDIO. MUSICAL INSTRUMENTS. PHOTOGRAPHY
TOURISM
PHARMACEUTICALS
PUBLISHING
MISCELLANEOUS
FINANCIAL SERVICES
TOP 10
TOTAL
BGN (mln)
0,47
0,17
0,14
0,11
0,11
0,10
0,08
0,07
0,07
0,07
1,39
1,63
Source: GARB Jan-June 2014
RADIO LISTENING
All 15+
29
Average daily reach
– 65.7%.
Highest average
minutes spent in
listening (ATS) to the
radio are on
Wednesday &
Monday. Average
ATS – 162 minutes.

Average Daily Reach (%)

69.5
Average Minutes Listened (minutes)
170
168
66.9 67.3
65.1
164
65.8
161
159
63.7
62.2
Mon
Tue
Wed
Thu
Fri
Sat
Sun
Mon
Tue
Wed
Thu
157
157
Fri
Sat
Sun
Source: Ipsos, 06.07-02.08.2014
AVERAGE DAILY REACH
All 15+
30
Radio Veselina
12.3
Radio N-Joy
Veselina, N-Joy & Horizont
are TOP 3 radio stations
in terms of average daily
reach for All 15+.
10.7
Horizont
10.2
Radio 1
7.5
Radio Energy
6.0
Darik Radio
5.8
Radio Fresh!
5.3
BG Radio
5.0
Radio Veronika
The public Horizont and
the private Darik are
national general interest
stations.
3.5
Radio Vitosha
3.0
Z-Rock
2.7
Radio City
2.7
Radio FM+
2.3
Radio 1 Rock
2.1
Radio The Voice
1.3
Radio Melody
The rest are music stations
broadcasting different
types of music.
1.1
Hristo Botev
1.1
BTV Radio
0.5
Radio Nova
0.5
Magic FM
0.2
Jazz FM Radio
0.2
Star FM
0.2
Source: Ipsos, 06.07-02.08.2014
31
OOH
Market Trends, Formats
MOST RECALLED OOH TYPES
32
Weekly Reach %
Since 2013 OOH
is not monitored.
No figures for
effectiveness for
OOH are
available on
market.
Advertising on the outside of a bus
43%
Posters in Trading Centre / Supermarket
30%
Advertising outside a taxi
28%
Other advertising inside supermarkets
27%
Large posters on boards at the side of the road / on the side of …
26%
Poster advertising outside supermarkets
23%
Advertising inside a bus
23%
Advertising on supermarket shelves
21%
Other advertising outside supermarkets
20%
Bus Stop/Shelter Advertising
18%
Advertising on large TV screens in shops/shopping centres
Small poster sites on the street
Advertising on supermarket trolleys
Advertising on cash machines/ATMs
Advertising on Fuel Station Dispenser
16%
15%
14%
12%
11%
MOST RECALLED OOH TYPES
33
Most recalled types of
OOH are:
Transport advertising
-
Advertising at/around the
point of purchase
-
Billboards - the most
traditional and widespread
form on the market
-
Advertising on Street
Furniture – bus shelters, city
lights, columns and pillars
-
34
CINEMA
Audience, Formats
CINEMA VISITS
35
19.2% (749 000
people) have gone to
cinema in the last year.

Cinema Visits (Last 12 months)
YES
19.2%
13.6% have watched 3D
films (71% of cinema
goers).
The cinema-goers are
young people (15-34
years old), living in Sofia
and big cities, with no
personal income (pupils
& students) or average to
high incomes.

Frequency of cinema visits
Light
Users
10%
Less often
Medium
Users
55%
NO
80.8%
Heavy
Users
35%
Once a
month or
more often
Once every
2-3 months
or 2-3 times
a year
36
ONLINE
Usage, Audience
INTERNET USAGE
37
In 2014, the Internet
penetration reached
69% among
population aged
16+.
90% of the internet
users are regular
users – they are
online more than 3
times a week (TGI
Spring 2014).
Source: Google Survey - Global CCS 2013/2014 / * Eastern Europe: Bulgaria, Croatia, Serbia, Slovenia, Estonia, Latvia, Lithuania
Q6: How often do you access the internet for personal reasons, i.e. all non-business or work related purposes? Please think about your usage habits during the last month.
Base: Local population 16 years or older (Internet usage frequency from several times a day (1) to less than once a month (7))
INTERNET USAGE
38

People most often
go online via
computer (78%) and
11% via mobile
phone.
20% of Internet
users reported
browsing the Internet
and watching TV
simultaneously.
Internet access
Through a
computer
Through a mobile
phone
78.2%
10.6%
Through a digital
TV
2.2%
Through a games
console
0.7%
Through a PDA
0.7%
Another way

Activities while surfing the Internet
Listen to or watch TV
19.6%
Listen to music (excluding
the radio)
10.5%
Chat to friends/family
on mobile phone
10.4%
Send text messages to
friends/family
10.4%
Listen to radio online
4.2%
5.7%
Watch videos/DVDs
2.8%
Listen to the radio (not
via internet)
2.0%
INTERNET USAGE
39

The Internet users
spend most of their
time online visiting
sites devoted to
news (36%) and
music (35%).
They use Internet for
socializing (calls,
emails, chat),
searching for
information, listening
to music, etc.
Visited sites

Newspapers/News
36%
Telephone calls / Skype
Music/MP3
35%
Searching
Weather Forecasts
34%
Using Email
Other activities
58%
49%
45%
Travel/Holiday
28%
Downloading Music/MP3: Free
21%
Health
27%
Playing games online
20%
Sport
27%
Chat room
19%
Motoring
20%
Watching TV: Free
18%
Magazines
19%
Social Contact Websites
(MySpace, Sibir.bg)
17%
Employment Opportunities
18%
Listening to live radio
A particular television
channel or programme
17%
Online Ordering
15%
13%
TOP 25 WEBSITES
Monthly Real Users
40
TOP 25 sites represent
approx. 80% of all
monthly monitored
impressions.
The first 3 most visited
sites on monthly basis
are abv.bg (email
service), vbox7.com
(video sharing) and
olx.bg (free
announcements).
Source: Gemius, Sept 2014
TOP 25 ONLINE GROUPS
Monthly Real Users
41
Net Info reaches the
largest number of
real online users.
The groups includes
Nova’s sites, the
former NetInfo’s and
DarikWeb’s sites.
TOP 25 MOBILE SITES
Monthly Real Users
42
The growth of
mobile devices
phones users (smart
phones and tablets)
results in increased
visits of mobile
websites.
Mobile web use is
expected to continue
to grow in 2014 too.
CONSUMPTION PATTERNS
THE MOBILE DEVICES GENERATE
43
Smartphones primarily used at
least once a day for checking
emails (91%) and text
messaging (90%).
Male consumers use
smartphones at a significantly
higher frequency than female
consumers (72% vs. 54%).
Higher income leads to lower
mobile devices usage.
Tablets are complementary to
smartphones.
89% of mobile consumption
happens via mobile apps
rather than mobile web
browsing.
Source:
CONSUMPTION PATTERNS
THE MOBILE DEVICES GENERATE
44
Smartphone users
are multi-tasking
their media with
81% using their
phone while doing
other things such
as watching TV
(32%), listening to
music (51%), etc.
Source:
WEB SEARCH Jan-Sept 2014
45
97.8% of the
internet users in
Bulgaria use
Google as a Search
Engine.

TOP

Rising
Search engine
usage is the second
most popular digital
activity in Bulgaria.
Source: Gemius; Google Trends Jan-Sept 2014
NEWS SEARCH Jan-Sept 2014
46

TOP

Rising
Source: Google Trends Jan-Sept 2014
YOU TUBE SEARCH Jan-Sept 2014
47

TOP

Rising
IMAGE SEARCH Jan-Sept 2014
48

TOP

Rising
FACEBOOK USERS
49

Socio-demographic Profile
Facebook’s registered
users (All 13+) are 3
000 000. 28% of them
(840 000 ) live in
Sofia.
There are 46% male
users and 54% female
Facebook users in
Bulgaria.
The largest age group
is currently 25-34,
followed by the users in
the age of 18-24.
Source: Socialbakers, Sept 2014
FACEBOOK TRENDS
50
Source: Socialbakers, Sept 2014
SOME FACTS
51
Official launch
of the Bulgarian
domain on the
March, 18th.
2
100
500
1 billion
6 billion
YouTube is the SECOND LARGEST SEARCH ENGINE in the world
100 HOURS of video are UPLOADED to YouTube EVERY MINUTE
500 YEARS of videos are WATCHED on YouTube DAILY
Over 1 BILLION UNIQUE USERS visit YouTube MONTHLY
Over 6 BILLION HOURS of video are WATCHED on YouTube MONTHLY
Source: YouTube Launch presentation
THE BENEFITS…
52
YouTube advertising
is effective and
engaging - people
choose which ads
they want to see. If
they are not
interested, they can
simply skip it.

The advertiser is
only charged for
what the users
choose to watch.



No hosting fees for your video creative. Just upload your video on
YT!
Advertising formats respect the user and encourage engagement:
Click-to-play or skippable ads.
Advertising formats count as YT views: As users choose to watch the
ad, they count like organic views.
Payment if the user chooses to watch the video ads. The price for
each view is based on completion for your targeting and the quality
of the ad. If users chose to skip the ad or not play it, the advertiser is
not charged.
FORMATS
53
TrueView In-stream:
Ad plays for 5
seconds, then viewers
can choose to skip or
watch the ad to the
end; Pay per View
TrueView In-Display:
Viewers see the ad as
they are searching for
or watching relevant
videos on YT or as
they browse relevant
sites across GDN; Cost
per Click
ABOUT MEDIA CLUB
54
We at Media Club believe firmly that relevant data and audience insights are at
the heart of every successful client campaign. That is why we use media and market
research on a daily basis and constantly seek to expand our access to research
through strategic partnerships in Bulgaria and abroad.
We know the media landscape and media consumption habits of audiences, and we
help our clients use this information to shape effective and efficient media
campaigns. Through well targeted, multi-channel communication strategies, we help
our clients reach customers with the right message in the right place at the right time.
For more information: http://www.mediaclub-bg.com/

media landscape

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