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MEDIA OVERVIEW
Year 2015
Contents
1. Media market at a glance
2. Television
3. Print
4. Radio
5. Cinema
6. Online
Media market at glance
Investments, trends, general media consumption, main media groups
3
Media market at glance
Introduction to media overview 2015
Providing an objective and thorough
evaluation of the Bulgarian media market is
an ambitious and challenging task.
If one expects that in the age of Big Data the
quality and quantity of research would
facilitate media and business decisions in
Bulgaria, one could not be further from the
truth.
The lack of quality monitoring data for many
of the media channels leaves us with only
bits and pieces from the media scene
picture, while the suspension of TGI’s
survey (with more than a decade of
continuous data) leaves the market with no
access to invaluable insights on consumers’
attitude and behavior.
This information blackout in some media
channels, coupled with information overload
from competing providers in others – like TV
and Radio – can easily create confusion and
wariness in businesses.
4
Gross data figures (including bonus airing,
compensations and self-promotion activities)
and contradicting estimations of various
agents make the assessment of the total
media market highly subjective.
Nevertheless, gross figures remain the only
basis for comparison of different media
channels on our market.
The analyses and trends outlined in this
media overview present Media Club’s
reading of all available data and are largely
based on the agency’s experience as a direct
media buyer, our know-how, and our
perception of the current frame of mind of
both clients and media.
Despite the overall confusion stemming from
the various data sources, several trends are
confirmed by both gross and net data:
• Ad investments are shifting to channels
that provide for effective and efficient media
campaigns that can be measured and
evaluated.
• Changing patterns of media consumption
require multichannel communication
strategies from many product and service
categories.
• Online investments shift to performance
channels
• Radio and OOH remain stable due to the
lack of other regional media.
The following pages aim at providing
businesses with a glimpse of what we do and
a picture of the media landscape we all
navigate through. We hope you enjoy
reading it.
Gross Ad spends by media type (mln. BGN)
Gross Ad Spending continues to rise on a
year-to-year basis, driven by TV, Online
and OOH. TV monitoring in particular
distorts the picture with “shallow” gross
volumes (including bonuses, barter deals
and compensations).
The most notable change is in Print
media. Both gross and net spending will
continue plunging since print media
owners (with the exception of a few
publishers) failed to justify the CPT of a
publication by providing audited
circulation data.
Despite the lack of monitoring and quality
research for OOH and Radio, the two
media remain stable, since they provide
businesses with good opportunities for
regional campaigns execution.
5
TV
ONLINE
PRINT
2015
1 039
2014
996
2013
2012
RADIO
80
70
946
60
801
43
TV
ONLINE
PRINT
RADIO
151
122
147
138
54
OOH TOTAL
73
45
96
54
50
75
90
1 391
1 353
1 264
1 122
OOH
Source: Nielsen AdMosphere, IAB Bulgaria & Ipsos Bulgaria, Agency Estimation 2015
Ad spends by sectors (mln. BGN)
Rank Sector
PHARMACEUTICALS
↑ 1
FOODS
↓ 2
COSMETICS
↓ 3
4
DRINKS
＝
TELECOMMUNICATION
＝ 5
RETAIL OUTLETS
＝ 6
FINANCIAL SERVICES
＝ 7
HOUSEHOLD CHEMISTRY
＝ 8
9
MOTORING
＝
＝ 10 HOBBY. FASHION. SPORT
BGN (mln)
Share
YoY
182,6
16%
33%
167,7
14%
0%
146,3
13%
-2%
127,9
11%
7%
117,4
10%
11%
101,0
9%
15%
78,3
7%
13%
52,5
5%
-8%
42,5
4%
55%
35,6
3%
79%
TOP 10
1 051,7
91%
12%
TOTAL
1 161,0
17%
• Pharmacauticals continues its double-digit
growth and now accounts for 16% of Ad
spending on the market. The category sees
an impressive surge in Food and Diet
Supplements (+38%) and Unguents (+63%)
Ad spending.
• Growth in Telecommunications is driven by
a surge in Ad spending in the second-biggest
segment - Internet Services (+43%).
• Meat products (-4.7%) are the top
subcategory in the Food category. Decrease
of investments in some subcategories is offset
by increase in investment in Dessert Bars
(2nd in category with + 20% increase), Paste
Products (+49%), Yoghurts (+42%) and Dairy
Products (+29%).
• Rise in Credit Cards, Current Account
especially the communication of Credits
contribute to the 13% increase in ad spend in
the Financial Services category.
•Hair Care Product (- 27%) and Oral Care
(+3%) account for 1/3 of the investments in
Cosmetics. Most subcategories have
decreased their spending in 2015, with the
exception of Body Cosmetics (+28%), Men
Cosmetics (+16%) and Hair Removal (+37%).
• Ad spending in the Drinks category is
revived in Q4 by Carbonated Soft Drinks
(+26%, mainly thanks to Coca Cola) and
Fruit Juice (+10%). The two main segments
(accounting for 56% of the category) – Beer (3%) and Instant Coffee (0%) stagnate.
6
• Chain Stores (+17%) continue driving
growth in the Retail category, followed by the
rapidly growing Furniture segment (+12%).
• Despite growth in some minor Household
Chemistry segments – Dress Softeners (+3%)
and Insecticides (+31%), the decrease in
major segments – Washing Powder (- 22%)
and Cleaning Materials (-2%) leads to an
overall decline in Ad spend in the category.
• The Motoring category grows due to
increase in Ad spend of the main segment –
Cars (+23%) and Oils (+162%).
• 43% of the Ad spend in the Hobby, Fashion
& Sport category is generated by Games,
Lotteries and Bingo advertising
(+ 113%).
Source: Nielsen AdMosphere, 2015
Main media groups
bTV Media
Group
TV
7
RADIO
bTV
bTV Comedy
bTV Cinema
bTV Action
bTV Lady
Ring.TV
Fiesta TV
Cartoon Network
Z-Rock
N-Joy
Classic FM
Jazz FM
Melody
bTV Radio
ONLINE
RADIO
btvnews.bg
btv.bg
Ladyzone.bg
zrockbg.com
jazzfmbg.com
Radiofresh.bg
Fmplus.net
Starfm.bg
ONLINE
Fresh
FM Plus
Star FM
bgtop40.bg
Radiofresh.bg
Fmplus.net
Starfm.bg
Nova Broadcasting
Group
TV
Nova TV
Diema
Kino Nova
Diema Family
Nova Sport
Discovery Channel
TLC
Disney Channel
Network
IDx
Fox Life
Fox Crime
Fox
National
Geographic
24 Kitchen
City TV
Public Media
ONLINE
RADIO
Abv.bg
Novatv.bg
Vbox7.com
Play.novatv.bg
Sinoptik.bg
Diema.bg
Gbg.bg
Foxlife.bg
sravni.bg
Foxcrime.bg
Vesti.bg
Fox.bg
Avrora.com
KinoNova.bg
beu.bg
Novanews.bg
Twtich.tv
sport.novatv.bg
Album.bg
Bonapeti.bg
Carmarket.bg
dox.bg
Edna.bg
darikradio.bg
abv.bg
darikfinance.bg
gong.bg
dariknews.bg
Grabo.bg
BestDoctors.bg
imoti.info
Nostalgie.bg
Kamerite.bg
Planer.bg
lex.bg
.
izgodnioferti.bg
.
Pariteni.bg
Vgames.bg
Vmusic.bg
Darik
Nova News
TV
Channels
BNT 1
BNT 2
BNT World
BNT HD
RADIO
Horizont
Hristo Botev
ONLINE
bnt.bg
bnr.bg
Main media groups
Bulgaria on Air & Investor
TV
Channels
Bulgaria on Air
Bloomberg TV
RADIO
Bulgaria on Air
Alpha Radio
PRINT
Bulgaria on Air
8
ONLINE
bgonair.bg
dnes.bg
investor.bg
gol.bg
tialoto.bg
az-jenata.bg
puls.bg
teenproblem.net
imoti.net
az-deteto.bg
automedia.bg
start.bg
blog.bg
snimka.bg
rabota.bg
reklama.investor.bg
ibg.bg
Aha.bg
BSS Media Group
TV
Channels
the Voice
Magic TV
RADIO
The Voice
Vitosha
Veselina
Magic FM
Communicorp
ONLINE
RADIO
ONLINE
Thevoice.bg
Magicfm.bg
Radiovitosha.com
Radioveselina.bg
Novinar.bg
BG Radio
Radio 1
Radio 1 Rock
Radio City
NRJ (Energy)
Veronika
Radio Nova
City.bg
Radio1.bg
Radio1rock.bg
Bgradio.bg
Nrj.bg
Radioveronika.bg
Radionova.bg
PRINT
Novinar
Main media groups
ATTICA EVA
PRINT
PRINT
PRINT
PRINT
PRINT
ELLE
Harper's Bazaar
Story
Men's Health
Блясък
Журнал за жената
National Geographic
National Geographic Kids
Моето дете
Кулинарен журнал
Здравен журнал
Cosmopolitan
24 Chasa
Trud
168 Chasa
Jult Trud
Vsichko za semejstvoto
Idealen Dom
Décor
Hobby Fermer
BG Fermer
Vsichko za zhenata
TV Media
TV Gid
Bulgaria Dnes
Klub 100
Zdrave bez lekarstva
Jivot bez rak
Capital Daily
Capital
PC World
Computerworld
Network World
Regal
Bakhus
CIO
Karieri
odit.info
Градът
Dnevnik
BBC Good Food
BBC Знание
BBC Top Gear
Glamour
Prime Time
Yachting & Lifestyle
Hello!
Moda
Motor Show
F1 racing
BBC Knowladge
Ikonomist
EVA
Playboy
Grazia
Forbes
Joy
OK!
Casaviva
Esquire
ONLINE
ONLINE
ONLINE
Dnevnik.bg
Capital.bg
Odit.info
Karieri.bg
Pcworld.bg
Regal.bg
Stroitelstvo.info
pipe.bg
foton.bg
Goodfood.bg
Topgear.bg
Knowledge.bg
F1racing.bg
Hola.bg
Motorshow.bg
Speed-press.bg
Eva.bg
Graziaonline.bg
Playboy.bg
forbesbulgaria.bg
ONLINE
Rozali.com
Cosmopolitan.bg
Elle.bg
Bliasak.bg
Gotvetesmen.com
Moetodete.bg
Nationalgeographic.bg
9
ONLINE
24chasa.bg
Trud.bg
168chasa.bg
Hiclub.bg
Bgfermer.bg
Geo-bg.com
Maximonline.bg
Main media groups
ONLINE
Actualno.com
Expert.bg
Iwoman.bg
kidssports.bg
kidsarts.bg
zdravoslovnohranene.com
spotline.bg
sofialife.bg
10
ONLINE
Inews.bg
Novinite.bg
Novinite.com
Novinite.ru
Econ.bg
3e-news.net
insmarket.bg
sporta.bg
Jenite.bg
div.Bg
Operationkino.net
peika.bg
Nasamnatam.com
Fitwell.bg
sportuvai.bg
Kulinar.bg
Sever.bg
Doctoronline.bg
get.bg
programata.tv
ONLINE
Sportal.bg Novini.bg
Woman.bg
Hotnews.bg Men.bg
Profit.bg Recepti.bg
Farma.bg Formula1.bg
Topcars.bg
Chastite.BG
Insurance.bg Dete.bg
Shopping.bg Data.bg
Timeart.bg GSM.bg
Vbox.bg Winner.bg
Top.bg Vivasport.bg
Golf.bg Sport.bg
Fame.bg Svejo.net
Bulevard.bg Termo.bg
Kulinaria.bg Tuk.bg
ONLINE
OFFRoad-Bulgaria.com
OFFNews.bg
OFFRoadradiobulgaria.com
werock.bg bgglas.com
bulgarianhistory.org
ONLINE
dir.bg
ONLINE
Svejo.net
Termo.bg
Bulevard.bg
Kulinaria.bg
Nie-jenite.bg
Hardwarebg.com
Mobility.bg
Calculator.bg
Bmwpower-bg.net
Mobile.de
Football24.bg
Webstage.bg
Kidaland.com
Kidamom.com
Vidozz.com
ONLINE
Bg-mamma.com
Television
Investments, audience, top programs
11
Television
TV in monitoring
BNT
12
bTV Media Group
Nova Broadcasting Group
Others
TV audience
TG All 18+
Average Daily Minutes by Months
Daily Reach%
Minutes/Day
360
312
308
100
303
283
269
300
240
259
Average Daily Reach by Months
265
272
254
180
301
260
239
229
236
232
218 210
78
76
76
80
79
78
77
73
71
73
72
68
67
77
79
81
79
74
76
76
232
251
216 212
77
80
269
273
77
60
229
75
71
40
120
20
60
0
0
Jan
Feb
Mar
Apr
May
Jun
210 ÷ 312
Nielsen AdMosphere 2015
13
Traditional TV viewing habits are
changing – both systems agree that TV
reach drops slightly on a year-to-year
basis, while average time spent watching
tv/day increases.
This will inevitably lead to a higher CPT
of TV, but it also brings forward the
topics of time-shifted viewing and the
consumption of TV content online, and
ultimately the question – how do we
measure accurately this evolution in TV
viewing patterns?
Jul
Aug
Sept
212 ÷ 273
GARB 2015
Oct
Nov
Dec
Jan
Feb
Mar
Apr May
Jun
Jul
67 ÷ 77
Nielsen AdMosphere 2015
Aug Sept Oct
Nov
72 ÷ 81
GARB 2015
Dec
As of 2016, Nielsen is reporting timeshifted viewing, up to 7 days back.
Seasonality is confirmed by both GARB
and Nielsen - in the period June-August
daily TV reach drops with almost half a
million people (18+) and time spent in
front of the TV/day drops with 1 hour.
Source: GARB and Nielsen AdMosphere, 2015
TV audience
Average RTG by time slots, TG All 18+
Nielsen AdMosphere 2015
GARB 2015
RTG%
RTG%
16.0
16.0
14.0
14.0
12.0
12.0
10.0
10.0
8.0
8.0
6.0
6.0
4.0
4.0
2.0
2.0
0.0
0.0
BNT 1
14
bTV
BMG Niche
Nova
NBG Niche
GARB’s panel highlights bTV as an
absolute leader in all time slots, while
Nielsen shows a fierce competition
between bTV and Nova in the morning
and daily slots, and in prime-access.
BNT 1
bTV
BMG Niche
Nova
NBG Niche
Source: GARB and Nielsen AdMosphere, 2015
TV audience
TG All 18+
Nielsen AdMosphere 2015
GARB 2015
RTG%
RTG%
8.0
8.0
6.0
6.0
4.0
4.0
2.0
2.0
0.0
0.0
Monday
Tuesday
BNT 1
15
Data from both panels shows that
ratings of the main TV channels – bTV
and Nova – decrease during the
weekends. BNT1 and niche channels,
however, enjoy the shift of audiences
from bTV and Nova.
Wednesday
bTV
Thursday
BMG Niche
Friday
Nova
Saturday
Sunday
NBG Niche
Monday
Tuesday
BNT 1
Wednesday
bTV
Thursday
BMG Niche
Friday
Nova
Saturday
Sunday
NBG Niche
Source: GARB and Nielsen AdMosphere, 2015
Online audience of TV channel’s websites
TG All 15+
16
bTV Media Group
Nova Broadcasting Group
BNT
Bulgaria On Air
While the reach of conventional (linear) TV decreases, consumption of TV content online increases rapidly, through
both PC and Mobile. Websites of TV groups and separate TV Shows (like Lords Of The Air/gospodari.com/ and Slavi’s
Show/slavishow.com/) add new audience to TV campaigns.
PC
btv.bg
novatv.bg-Novatv-site
novatv.bg-play.novatv.bg
gospodari.com
bnt.bg
slavishow.com
cartoonnewtwork.bg
bgonair.bg
24kitchen.bg
novatv.bg-X factor
novatv.bg-Big Brother - all stars
novatv.bg-Diema_sport
novatv.bg-DiemaFamily
novatv.bg-Vip brother
novatv.bg-Diema.bg
novatv.bg-kinonovatv.bg
natgeotv.com
novatv.bg-nova.sport.bg
Monthly Visitors
458 201
316 892
256 472
202 381
190 725
106 734
55 952
53 648
38 895
35 471
27 521
24 165
12 198
9 782
8 590
8 494
7 911
7 301
Monthly Page Views
3 627 626
2 487 812
2 839 165
1 311 411
812 906
1 402 834
1 425 540
190 844
369 231
164 314
219 821
101 763
62 251
37 551
31 737
32 587
36 167
112 072
Monthly Reach
12.3%
8.5%
6.9%
5.4%
5.1%
2.9%
1.5%
1.4%
1.0%
1.0%
0.7%
0.7%
0.3%
0.3%
0.2%
0.2%
0.2%
0.2%
Mobile
btv.bg
novatv.bg-Novatv-site
gospodari.com
novatv.bg-play.novatv.bg
bnt.bg
slavishow.com
bgonair.bg
24kitchen.bg
novatv.bg-X factor
novatv.bg-Big Brother - all stars
novatv.bg-Diema_sport
cartoonnewtwork.bg
novatv.bg-kinonovatv.bg
novatv.bg-DiemaFamily
novatv.bg-Vip brother
novatv.bg-Diema.bg
natgeotv.com
novatv.bg-nova.sport.bg
Monthly Visitors
229 593
159 320
138 963
114 351
99 209
54 439
23 456
22 681
19 488
16 829
11 216
9 071
6 376
5 037
4 638
4 292
3 900
2 443
Monthly Page Views
1 180 701
986 946
604 821
976 463
299 669
236 712
67 886
165 612
89 966
100 364
55 156
84 691
22 740
22 492
15 651
14 541
17 992
26 402
Monthly Reach
8.9%
6.2%
5.4%
4.4%
3.9%
2.1%
0.9%
0.9%
0.8%
0.7%
0.4%
0.4%
0.3%
0.2%
0.2%
0.2%
0.2%
0.1%
Source: Gemius, December 2015
TOP 15 movies 2015
TG All 18+
Movies have a stable position within the
lead channel’s program schedules, providing
the main entertainment on the weekends.
bTV and Nova, as most free-to-air channels,
rarely offer an interesting title in terms of
premium and first-run movie content. Most
of the top 15 movies are re-runs from
previous years, with premier movies being
repeated up to 20 times within one year
across channels from the same media family.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
TITLE
CHANNEL
Gospodin za edin den (Gentleman for a Day)
RED 2
Avatar
Non-Stop
Escape Plan
The Transporter
S Deza na more
Slumdog Millionaire
All About Steve
The Spy Next Door
Snow dogs
Transporter 2
Pretty Woman
The Next Three Days
Monster-in-Law
bTV
bTV
bTV
bTV
bTV
bTV
bTV
bTV
bTV
Nova
Nova
bTV
Nova
Nova
bTV
DAY RATING OF BEST BROADCAST RERUNS
Monday
Saturday
Sunday
Saturday
Sunday
Saturday
Tuesday
Monday
Saturday
Sunday
Sunday
Saturday
Saturday
Sunday
Saturday
19.3
15.8
15.3
14.6
14.3
14.3
13.8
13.1
13.1
12.2
12.1
12.0
12.0
11.8
11.7
3
9
19
10
5
8
4
7
6
5
3
6
1
3
9
* Reruns include broadcastings across all TV channels, not only in the channel that generated the highest viewership.
17
Source: Nielsen AdMosphere, 2015
Channel viewing share
TG All 18+
Nielsen AdMosphere 2015
GARB 2015
5%
7%
16%
20%
BNT1
27%
bTV
4%
BMG Niche
3%
Nova
35%
12%
NBG Niche
15%
TV7
7%
Others
20%
23%
18
Viewing share figures give a good
insight into the rationale behind the
sales policies of the major the TV
groups BMG and NBG.
Both media groups require
advertisers to split media budgets
between the lead and niche TV
channels in proportion close to the
viewing shares:
7%
• 60/40 for Nova/Nova Niche channels
• 90/10 for bTV/bTV Niche channels
Source: GARB and Nielsen AdMosphere, 2015
SOS vs. SOV
TG All 18+
Nielsen AdMosphere 2015
GARB 2015
7% 1%
18%
SOV
14%
6% 1%
35%
18%
34%
SOS
BNT
SOV
18%
bTV
SOS
BMG Niche
Nova
NBG Niche
Others
32%
34%
8%
29%
32%
8%
8%
7%
19
If there is one thing that both GARB
and Nielsen agree on, it’s the Share
of Spend data. SOS figures are
relatively consistent across both
monitoring systems.
4% 1%
4% 1%
35%
45%
Share of Voice data, however, varies
greatly. The substantial differences
in SOV figures and the lack of
consistent trends verified by both
systems does not allow for a
complete and objective evaluation of
TV channels’ performance.
Source: GARB and Nielsen AdMosphere, 2015
TV ad spends
2015 (mln. BGN)
2014
TV Ad spend has a clear seasonality – investments in Summer
decrease, following the decrease in TV viewership and the lack
of fresh TV content.
2015
285
260
231
240
1st Qtr
20
253
302
TV ad spends grow in the 1st, 3rd and 4th quarters of 2015
compared to the same quarters in 2014.
244
219
2nd Qtr
3rd Qtr
4th Qtr
The decrease in ad spend in the 2nd quarter is due to the lack
of any major sports/cultural event in 2015. High activity in Q2
2014 revolved around the FIFA WORLD CUP in Brazil (JuneJuly) in the national BNT. Q2 2016 is expected to be see high
investments, driven by the Euro 2016.
Source: Nielsen AdMosphere, 2015
TV ad spends by sectors
2015 (mln. BGN)
The top 10 TV categories have slowed down
their growth and in 2015 account for 94% of
investment in TV advertising (compared to 95%
in 2014).
Though on the same positions as in 2014,
Motoring and Hobby/Fashion/Sport grow,
thanks to increased investments by Cars and
intensive Games, Lotteries and Bingo
advertising (+47%).
21
Rank Sector
PHARMACEUTICALS
↑ 1
FOODS
↓ 2
COSMETICS
↓ 3
DRINKS
＝ 4
5
TELECOMMUNICATION
＝
RETAIL OUTLETS
＝ 6
FINANCIAL SERVICES
＝ 7
HOUSEHOLD CHEMISTRY
＝ 8
MOTORING
＝ 9
10
HOBBY. FASHION. SPORT
＝
BGN (mln)
Share
YoY
166,5
16%
21%
166,2
13%
-1%
136,9
12%
-8%
124,3
11%
4%
109,3
9%
4%
91,8
7%
4%
72,7
5%
5%
52,1
3%
-8%
35,8
2%
30%
25,4
1%
28%
TOP 10
981,0
94%
4%
TOTAL
1 039,2
4%
Source: Nielsen AdMosphere, 2015
TOP 15 advertisers
2015 (mln. BGN)
• The weight of the Top 15 TV advertisers is
decreasing. They account for a smaller share
(32%) of TV advertising in 2015 compared to 2014
(36%).
• Nestle is the top TV advertiser, with over
35mln BGN gross and a 10% year-on-year change
increase in investments.
•Traditional leaders like P&G, Mondelez (Kraft),
L’Oreal and Mtel move down the chart with
double-digit decrease in TV ad spend.
• Bella Bulgaria falls out of the
• Kamenitza and Carlsberg make an impressive
jump in the ranking, with up to 30% increase in
the companies’ gross ad investments.
Rank
Advertiser
1
NESTLE BLG
35 418 659
10%
85 721
2
PROCTER & GAMBLE
32 867 830
-18%
87 733
3
FICOSOTA SYNTEZ
26 998 160
-4%
64 060
4
KAMENITZA
22 593 191
26%
60 433
5
MOBILTEL
22 004 482
-19%
56 760
6
ZAGORKA
21 429 558
-24%
45 432
7
L'OREAL
20 728 942
-21%
52 544
8
VIVACOM
20 527 199
-31%
44 044
9
RECKITT BENCKISER
20 391 500
3%
58 930
10 MONDELEZ (KRAFT FOODS)
20 326 047
-39%
55 971
11 TELENOR
20 252 418
93%
49 296
12 BEIERSDORF
20 214 947
-4%
53 734
13 LIDL BULGARIA
19 461 269
0%
46 572
14 COCA COLA Co.
18 731 060
19%
43 764
18 509 113
340 454 375
31%
-9%
44 729
849 723
1 039 185 044
4%
2 728 100
↑
↓
↑
↑
↑
↓
↑
↓
↑
↓
↑
↓
↓
↑
↑
15 CARLSBERG
TOP 15
TOTAL
22
TV Ad Spends (BGN)
YoY
TRPs All 18+
Source: Nielsen AdMosphere, 2015
Print
Investments
23
Print
2014 - 2015 (mln. NBG)
2014
2015
44.1
39.1
34.2
29.6
28.3
1st Qtr
24
33.1
31.4
27.9
2nd Qtr
3rd Qtr
Print ad spends continue declining due to decrease in
readership and the lack of verified circulation figures.
Only a handful of publishers declare audited circulation
figures.
4th Qtr
Source: Be Media Consultant, 2015
Ad spends by print type
Gross Ad Investment by Print Type
Change in Gross Ad spends by Print Types
Other
1%
Monthlies
25%
PRINT TYPE
Dailies
56%
Weekly
Magazines
10%
Daily Newspapers
Weekly Newspapers
Monthly Magazines
Weekly Magazines
Others
TOTAL
2014
2015
YoY
87.7
11.4
33.1
13.8
0.9
67.6
10.1
31.4
11.8
0.8
-23%
-11%
-5%
-14%
-10%
147.0
121.8
-17%
Weekly
Newspapers
8%
25
Source: Be Media Consultant, 2015
Print ad spends by sectors
2015 (mln. BGN)
• Investments in Print are decreasing across all
categories. The presented monitoring data does not
include leaflets and brochures.
• Publishing remains the top category, with most of
the publications under “Publishing” being self- or
cross-advertising with no actual cash exchange
involved.
• 80% of the Miscellaneous category includes
communication of government agencies and
popularization of operational programs of the EU.
• Spending in print media shifts to online as major
print groups develop modern online platforms.
26
Rank Sector
＝ 1
＝ 2
↑ 3
↑ 4
↓ 5
＝ 6
＝ 7
＝ 8
＝ 9
↑ 10
BGN (mln)
Share
Yoy
PUBLISHING
25.2
21%
-16%
PHARMACEUTICALS
16.1
13%
-10%
MISCELLANEOUS
11.5
10%
-3%
HOBBY.FASHION.SPORT
9.9
8%
-14%
RETAIL OUTLETS
9.1
8%
-29%
COSMETICS
9.1
8%
-14%
TELECOMMUNICATION
8.0
7%
-24%
MOTORING
6.6
5%
-24%
FINANCIAL SERVICES
5.6
5%
-26%
TOURISM
TOP 10
4.2
105.4
4%
87%
-9%
-170%
TOTAL
120.7
-18%
Source: Be Media Consultant, 2015
Online audience of Print issues’ websites
TG All 15+
PC
Newspapres 24chasa.bg
dnevnik.bg
capital.bg
trud.bg
marica.bg
struma.bg
bgfermer.bg
168chasa.bg
bgdnes.bg
Magazines
27
PC
manager.bg
programata.bg
hiComm.bg
cosmopolitan.bg
goguide.bg
spisanie8.bg
pcworld.bg
moetodete.bg
eva.bg
bliasak.bg
hiclub.bg
elle.bg
autobild.bg
computerworld.bg
nationalgeographic.bg
topgear.bg
goodfood.bg
Monthly Visitors
519,054
449,289
289,533
241,834
161,197
68,058
27,757
27,611
23,756
Monthly Page Views
9,769,666
6,501,112
1,517,379
3,298,412
2,845,439
995,847
139,440
101,941
137,407
Monthly Reach
13.9%
12.1%
7.8%
6.5%
4.3%
1.8%
0.7%
0.7%
0.6%
Mobile
24chasa.bg
dnevnik.bg
capital.bg
trud.bg
marica.bg
168chasa.bg
bgdnes.bg
bgfermer.bg
struma.bg
Monthly Visitors
310,222
265,016
181,906
116,212
100,379
11,609
10,696
8,124
6,907
Monthly Page Views
3,267,565
4,061,332
987,008
1,270,238
1,126,515
30,525
38,048
33,986
84,977
Monthly Reach
12.02%
10.27%
7.05%
4.50%
3.89%
0.45%
0.41%
0.31%
0.27%
Monthly Visitors
223,554
97,877
93,027
78,183
71,832
49,374
45,427
42,766
41,447
34,468
23,369
19,282
17,993
17,142
13,561
6388
4887
Monthly Page Views
697,005
628,692
392,634
3,477,169
291,987
113,795
130,252
169,703
262,280
313,018
64,097
220,365
90,988
38,169
36,641
78,909
58,674
Monthly Reach
6.0%
2.6%
2.5%
2.1%
1.9%
1.3%
1.2%
1.2%
1.1%
0.9%
0.6%
0.5%
0.5%
0.5%
0.4%
0.2%
0.1%
Mobile
Monthly Visitors
manager.bg
227,398
cosmopolitan.bg
70,055
goguide.bg
68,412
programata.bg
68,388
hiComm.bg
41,423
moetodete.bg
38,251
spisanie8.bg
35,902
eva.bg
26,950
bliasak.bg
18,922
elle.bg
13,711
autobild.bg
8,664
nationalgeographic.bg
7,171
hiclub.bg
5,918
topgear.bg
3697
goodfood.bg
2570
pcworld.bg
324
computerworld.bg
143
Monthly Page Views
906,884
770,974
253,266
453,737
270,057
165,049
86,735
124,171
132,918
50,759
32,071
15,512
15,175
28,313
15,477
1,891
655
Monthly Reach
8.81%
2.72%
2.65%
2.65%
1.61%
1.48%
1.39%
1.04%
0.73%
0.53%
0.34%
0.28%
0.23%
0.14%
0.10%
0.01%
0.01%
Source: Gemius, December 2015
Radio
Audience
28
TOP 10 stations & share
2015, TG All 18+
• Radio reaches on average 5.3 million people (18+) on
weekly basis. Technical coverage and genre are key in
determining the top positions.
• On average, the audience listens to 2:45 h of radio daily.
Weekly Radio Reach
Stations
Reach %
Reach '000 ATS (minutes/day)
1
Radio Veselina
12,6
666 108
109
2
BNR program Horizont
11,4
599 074
127
3
Radio N-Joy
10,7
562 676
107
4
Radio 1
8,0
423 950
115
5
Radio Energy
6,9
366 141
107
6
Darik Radio
6,1
319 268
88
7
BG Radio
5,9
311 181
98
8
Radio Fresh!
5,2
276 036
84
9
Radio Veronika
3,3
174 087
81
10
Radio City
2,9
150 334
91
Media Group Share
Other
9,6%
balkan broadcasting
7,1%
Focus
1,0%
Darik
5,3%
BSS Media Group
17,2%
C ommunicorp
29,9%
BNR Hristo Botev
1,2%
29
bTV Radio Group
14,5%
BNR Horizont 14,2%
Source: Ipsos, 2015
Online audience of Radio stations’ websites
TG All 15+
bTV Media Group
Nova Broadcasting Group
Balkan Broadcasting
Communicorp
BSS Media Group
PC
dariknews.bg
radiofresh.bg
thevoice.eu
radio1.bg
city.bg
radioenergy.bg
zrock.bg
njoy.bg
bgradio.bg
radioveselina.bg
radionova.bg
radio1rock.bg
radiovitosha.com
radioveronika.bg
fmplus.net
melodybg.com
jazzfm.bg
magicfm.bg
30
Many radio stations have well-developed websites and mobile applications with growing monthly visits.
Monthly Visitors
456,292
54,728
49,887
34,403
34,102
26,291
23,705
23,169
17,165
16,524
14,075
11,944
11,682
11,320
10,416
7217
6786
4,908
Monthly Page Views
5,011,545
386,359
426,575
239,042
181,684
140,564
195,253
94,851
89,808
71,696
80,788
62,414
51,291
40,901
61,978
57,175
44,854
27,157
Monthly Reach
12.2%
1.5%
1.3%
0.9%
0.9%
0.7%
0.6%
0.6%
0.5%
0.4%
0.4%
0.3%
0.3%
0.3%
0.3%
0.2%
0.2%
0.1%
Mobile
dariknews.bg
radiofresh.bg
city.bg
zrock.bg
radioenergy.bg
thevoice.eu
njoy.bg
radioveselina.bg
radio1.bg
bgradio.bg
radioveronika.bg
fmplus.net
radionova.bg
radiovitosha.com
radio1rock.bg
jazzfm.bg
melodybg.com
magicfm.bg
Monthly Visitors
294,059
20,131
18,353
14,190
13,385
11,726
8,072
7,868
4,674
4,516
4,281
4,280
3,059
2,408
1,797
1359
966
876
Monthly Page Views
2,483,082
70,627
80,932
46,894
33,734
54,880
32,715
35,225
16,962
18,115
15,470
13,023
12,499
11,145
6,190
5,970
2,900
3,189
Monthly Reach
11.4%
0.8%
0.7%
0.6%
0.5%
0.5%
0.3%
0.3%
0.2%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%
0.0%
0.0%
Source: Gemius, December 2015
TOP Facebook Pages of Radio Stations
TV+Radio
Radio Stations are actively
developing their Facebook pages,
transferring the radio audience
online through daily quizzes and
games.
31
Source: Facebook, as of Jan 2016
Cinema
Audience and topics of interest
32
Cinema visits trends
2015
Total Market in ‘000 tickets sold
Seasonality of admissions
2 013
2 014
2 015
700 000
Cinema visits in Bulgaria grow
with 5-10% on year-to-year basis
5 144 450
5 383 761
4 750 337
There is no clear seasonality in
cinema visits – peak weeks are
determined by blockbuster release
dates. Bulgarian titles account for
less than 20 movies/year.
0
2013
33
2014
2015
JAN
FEB
MAR
APRIL
MAY
JUNE
JULY
AUG
SEPT
OCT
NOV
DEC
Source: Titan - admissions report, via Cinema City, 2015
TOP 20 cinema movies
OPENING WEEK
BOX OFFICE 2015
Rank Movie
Star Wars: The Force Awakens is the movie
with highest earnings/visits in its opening week.
The top titles suggests a stable family audience.
34
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Star Wars: The Force Awakens
Minions
Hotel Transylvania 2
Spectre
The Hunger Games: Mockingjay
Cinderella
Inside Out
Seventh Son
Jupiter Ascending
Home
Go Rogue
The Spongebob: Sponge Out Of water
Taken 3
Terminator: Genisys
San Andreas
Scorch Trails
Big Hero 6
The Good Dinosaur
Alvin and The Chipmunks :The Road Chip
The Martian
Earnings
Audience
1,090,356
470,906
374,045
344,374
336,419
239,459
253,775
260,404
252,576
216,520
198,305
185,544
164,244
200,514
190,480
150,471
158,190
147,791
123,168
167,900
99,745
51,274
40,720
38,758
33,374
31,049
27,730
25,599
24,116
23,247
22,085
21,057
20,186
18,989
18,425
18,340
16,668
16,425
16,370
15,455
Source: CBO in BGN, 2015
Online
Investments, audience, topics of interest
35
Online penetration in Bulgaria
Mobile Ads
CPM Formats
4 093 385
online monthly users
76%
25%
2004
36
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
Source: NSI, TGI, Gemius: PC Users, December 2015
Demography of online users
581 792
F
679 087
50%
716 602
There are over 4 million users in Bulgaria on average
monthly base:
M
50%
865 269
• 19% Young people (15-24)
• 65% Active population (25-54)
• 16% Pre and after retirement age (55+)
885 931
37
Source: Gemius: PC Users, December 2015
Online users behavior
How often do you access the Internet?
81% are online
every day!
38
Which devices do you use to go online?
Smartphones usage
has reached 48%!
Source: consumerbarometer.com, Bulgaria
Computers
Smartphones
Online users behavior
VS.
39
Source: consumerbarometer.com, Bulgaria
Devices used
1+
million
2+
million
3.5+
million
40
Source: Mobile operators in Bulgaria, IAB Bulgaria, Ipsos Bulgaria, Gemius: November 2015
Platforms
Announcements
and directories
1.2%
Other
3.4%
CPC
4.8%
Display
adv.
(CPM)
32.2%
YouTube
13.4%
Facebook
18.8%
Google
search
26.2%
Type of advertising
Display advertising (CPM)
Google search
Facebook
YouTube
Cost per click (CPC)
Announcements and directories
Other
TOTAL NET expenditures in BGN
41
Share %
32.2%
26.2%
18.8%
13.4%
4.8%
1.2%
3.4%
Net expenditures BGN
16,040,000
13,050,000
9,350,000
6,650,000
2,400,000
620,000
1,670,000
49,780,000
Source: Gemius: September 2015; Facebook; LinkedIn; Ranking.bg; Google; IAB Bulgaria’s AdEx 2014, IHS
Online ad market in Bulgaria
Top 10 categories in 2014
# Category
1 Finance services
2 Consumer goods
3 Telecommunications
4 Retail
5 Automotor
6 Services
7 Entertainment and media
8 Public sector
9 Technologies
10 Industrial goods
Other
TOTAL GROSS expenditures in BGN
42
Share %
19.5%
18.1%
6.9%
6.9%
6.1%
4.0%
2.4%
2.4%
1.0%
0.1%
32.6%
Split % by advertising type
Gross expenditures BGN
7,408,896
6,849,552
2,637,169
2,630,022
2,295,919
1,508,448
916,044
909,616
379,628
47,212
12,364,934
37,947,440
2.9%
1.9% 2.3%
7.4%
Display advertising (CPM)
Cost per click (CPC)
Paid and PR articles
85.5%
Announcements and directories
Other
Source: GARB, IAB Bulgaria’s AdEx 2014 & Ipsos Bulgaria, data does not include Google & Facebook
Online ad market in Bulgaria
Top 100 advertisers in 2014
# Advertiser
1 Avus Capital
2 Mtel
3 Procter & Gamble
4 ProCredit Bank
5 Vivacom
6 Mondelez (Kraft Foods)
7 Telenor
8 Reiffeisenbank
9 EMAG
10 DSK bank
11 NetCredit
12 First Investment Bank
13 Avendi
14 Carlsberg Bulgaria
15 Renault Nissan Bulgaria
16 Coca-Cola Bulgaria
17 BMW Bulgaria
18 Glaxo Smith Klein Bulgaria
19 Zagorka
20 L'Oreal
21 Eurobank EFG Bulgaria
22 Beiersdorf Bulgaria
23 Kaufland Bulgaria
24 UniCredit Bulbank
25 United Bulgarian Bank
43
Index
100.0
76.5
75.9
70.6
67.7
66.0
62.4
60.2
58.1
50.6
50.0
36.6
34.1
33.5
32.6
30.7
29.5
29.5
29.2
28.8
28.2
27.4
25.2
23.2
21.7
# Advertiser
26 Forum Film Bulgaria
27 Porsche Bulgaria
28 Alfa Bank Bulgaria
29 Sofia France Auto
30 Bayer
31 Provident Financial Bulgaria
32 Alexandra Films
33 General Motors Southeast Europe
34 Boaron
35 Technopolis
36 CEZ
37 Molson Cars
38 Lidl
39 Alizanz Bulgaria
40 Lacrima
41 Bulgaria Air
42 Deichmann
43 Bulgarian Socialist Party
44 Metro Cash & Carry
45 Litex Motors (Great wall)
46 Actavis
47 Fashion Days
48 IKEA
49 SiBank
50 H&M Bulgaria
Index
21.5
21.0
20.8
19.7
18.3
17.3
17.0
16.7
15.3
15.2
15.0
14.5
14.1
14.0
13.9
13.5
13.1
12.7
11.6
11.2
11.1
11.0
10.7
10.6
10.5
# Advertiser
51 Mr. Bricolage
52 Nestle
53 Borica
54 Ministry of transport and communication
55 Central cooperative bank
56 Benchmark group
57 OLX.bg
58 Econt Express
59 Vitaslim
60 Bulgarian-american credit bank
61 Bulsatcom
62 Pernod Ricard Bulgaria
63 Samsung
64 Political party "Ataka"
65 Loviko Suhindol
66 KIA Motors
67 BNP Paribas
68 Pireos Bank
69 Insurance "Victoria"
70 SIS Industries
71 Societe General Bank
72 TV7
73 Balkantourist
74 ECO Bulgaria
75 Pokerstars
Index
10.2
9.8
9.7
9.7
9.5
9.4
9.3
8.9
8.5
8.5
8.5
8.4
8.3
8.2
8.2
8.2
8.1
8.0
7.7
7.6
7.4
7.1
6.8
6.8
6.7
# Advertiser
76 McDonald's
77 Political party "Reforming block"
78 Ficosota Syntez
79 Bultrako(Honda)
80 Medica
81 Hyundai
82 Vinprom Peshtera
83 Bjoringen Ingelheim
84 Luksoft Bulgaria
85 Enzo.bg
86 Grabo.bg
87 DZI
88 Moto-Pfohe
89 Subway
90 Canon
91 Bulgarreklama
92 Saxo Bank Cyprus
93 Agrion
94 Groupe Seb
95 Goodyear
96 Bulgaria on Air
97 Markeli
98 Sport Depot
99 Unica Bulgaria
100 ScoreTwice
Index
6.5
6.1
6.1
5.9
5.7
5.6
5.5
5.5
5.4
5.4
5.2
5.1
4.9
4.9
4.9
4.9
4.9
4.7
4.7
4.7
4.6
4.6
4.5
4.5
4.5
Source: GARB, IAB Bulgaria’s AdEx 2014 & Ipsos Bulgaria, data does not include Google & Facebook
Online ad market in Bulgaria
Top 20 categories in 2015
Rank Category
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
44
Registers
Brands
Campaigns
PUBLISHING, TV STATIONS
5,037,659
194
FINANCIAL SERVICES
2,964,441
76
ONLINE STORES
2,924,250
289
RETAIL STORES
1,814,353
63
ENTERTAINMENTS, RESTAURANTS,
1,796,597
BARS
263
MOTORING
1,520,759
125
BUSINESS GOODS AND SERVICES 1,157,475
210
REAL ESTATES. CONSTRUCTION. REPAIRS
856,358
128
TELECOMMUNICATION
793,074
31
EDUCATION, JOBS
737,418
164
DRINKS
716,607
54
PHARMACEUTICALS, NUTRITIONS 700,494
100
FASHION. SPORT
687,505
94
TOURISM
657,040
130
POLITICAL PARTIES, GOVERNMENT,
550,641
ORGANIZATIONS
155
GROCERY
431,087
38
TRANSPORT
423,483
33
INSURANCE
360,481
23
COSMETICS
332,123
41
FURNISHING
269,014
47
OTHER
1,587,916
263
TOP 20
94%
2,258
349
149
314
63
276
141
223
140
56
178
78
171
97
150
166
52
34
33
100
50
298
2,820
1286
404
1149
606
724
403
421
226
211
311
151
269
244
313
245
96
47
65
206
136
583
7,513
TOTAL
3,118
8,096
26,318,775
Advertisers
2,521
Over 2 500 advertisers
Over 3 000 brands
Over 8 000 campaigns
Source: WNA, January – December 2015
Online ad market in Bulgaria
Top 20 advertisers in 2015
Rank Category
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Lidl
Investor BG
Technopolis Bulgaria
Credissimo
Economedia
MTG - Nova TV/NetInfo/Darik Net
IA Focus
bTV Media Group
A.F.S. Ltd
Pharma online
BNP Paribas
ParfiumBg
Ferratum Bulgaria
Sportal group
Sport Depot
SBB Media
Post Bank Eurobank Bulgaria
Hermesmedia
Hermes Gift
Mondelez
Other
TOP 20
TOTAL
45
Registers
694,736
636,804
575,189
566,615
533,531
476,027
465,370
371,667
342,594
304,745
290,135
288,184
279,429
269,385
265,980
260,539
251,739
248,929
232,842
226,112
18,738,223
29%
Brands Campaigns
1
14
1
1
14
21
3
15
4
1
3
2
1
9
1
15
5
2
1
7
3010
121
26,318,775 3,131
193
57
56
9
98
132
11
53
7
32
22
3
6
18
36
90
15
23
2
17
7216
880
Over 2 500 advertisers
Over 3 000 brands
Over 8 000 campaigns
8,096
Source: WNA, January – December 2015
Online market in Bulgaria
Top media groups in 2015 by monthly reach
Media group
NetInfo, NBG & Darik Net
Sportal Media Group & Xenium
Allegrogroup
Investor
Rezon MG
Top Media Group
CME
3bay.bg
Insert.bg
pik.bg
DIR
NEG
Economedia
Intermedia
Webground Group
Newspaper Group Bulgaria
SBB Media
Offmedia
Infoindex
petel.bg
46
Reach
Main websites
78.6%
43.9%
40.3%
39.3%
35.8%
33.4%
28.7%
27.4%
26.7%
26.6%
25.4%
24.4%
23.4%
22.9%
21.3%
20.7%
19.6%
19.5%
17.0%
15.9%
abv.bg, vbox7.bg, vesti.bg, sinoptik.bg, gong.bg, …
sportal.bg, hotnews.bg, woman.bg, svejo.net, …
olx.bg, …
dnes.bg, investor.bg, gol.bg, …
mobile.bg, bazar.bg, fakti.bg, …
zajenata.bg, …
btv.bg, btvnews.bg, ladyzone.bg, dalivali.bg, …
inews.bg, econ.bg, …
framar.bg, …
pik.bg, …
dir.bg, …
bg-mamma.com, …
capital.bg, dnevnik.bg, karieri.bg, …
blitz.bg, …
actualno.com, iwoman.bg, …
24chasa.bg, trud.bg, 168chasa.bg, bgdnes.bg, …
rozali.bg, bliasak.bg, cosmopolitan.bg, …
offnews.bg, offroad-bulgaria.com, …
vchas.net, politikata.net, …
petel.bg
Source: Gemius: December 2015
Online market in Bulgaria
Top 30 websites in 2015 by monthly users
abv.bg
vbox7.com
olx.bg
dir.bg
vesti.bg
zajenata.bg
bg-mamma.com
pik.bg
blitz.bg
novatv.bg
framar.bg
mobile.bg
bazar.bg
sinoptik.bg
PC: 91%
PC
pazaruvaj.com
24chasa.bg
Mobile
gbg.bg
sportal.bg
Mobile: 63%
btv.bg
dariknews.bg
dnevnik.bg
novini.bg
actualno.com
gong.bg
edna.bg
petel.bg
offnews.bg
alo.bg
dnes.bg
bgmaps.com
0
47
500 000
1 000 000
1 500 000
2 000 000
Source: Gemius: December 2015
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