Media Snapshot - Carat Lithuania

Media Snapshot
Lithuania, July 2015
Monthly ad spends slightly decreased in May but the gap from
previous years remained positive
Monthly Gross Ad Spends, EUR
€ 80.000.000
+13%
€ 70.000.000
€ 60.000.000
€ 50.000.000
-4%
€ 40.000.000
€ 30.000.000
€ 20.000.000
€ 10.000.000
€-
Y2012-2013
•
•
Y2013-2014
Y2014-2015
Gross ad spends decreased by 4% in May 2015 comparing to April 2015.
However, they were 13% higher in May 2015 comparing to the same period last year.
TNS LT data
All media channels increased their revenues from advertising in
2015. Tough year for local online display though
2015 Jan-May vs. 2014 Jan-May, Gross Ad Spends Change, %
60%
50%
45%
48%
40%
30%
23%
21%
15%
20%
10%
0%
-10%
-20%
-13%
TV
•
•
Online Display
Radio
Print
OOH
Other
Online* ad spends decreased by 13% in Jan-May 2015 comparing to Jan-May 2014.
In Jan-May 2015 comparing to the same period last year media investments increased in: OOH 45%,
TV 23%, Print 21%, Radio 15%. „Other‟ mostly were increased by Indoor TV (47%).
*Only local Lithuanian Online Display websites are being monitored.
TNS LT data
Summer continues to push TV ratings down and July is expected to
do the same
Average Monthly All Commercial TV Channels‟ Rating, 4+ Audience, %
16,0
14,0
12,0
10,0
8,0
6,0
4,0
Y2012-2013
•
•
Y2013-2014
Y2014-2015
4+ TV ratings decreased by 14% comparing June 2015 to June 2014.
4+ TV ratings were also 7% lower comparing June 2015 to the previous month this year.
The decline was mostly caused by the drop of LNK ratings by 14% and TV3 by 10%.
TNS LT data
-14%
“The Main Buyer” TV viewership was also negatively affected by
the summer
Average Monthly All Commercial TV Channels‟ Rating, Women 20-50 Audience, %
16,0
14,0
12,0
10,0
8,0
6,0
4,0
Y2012-2013
•
•
Y2013-2014
Y2014-2015
Women 20-50 TV ratings decreased by 16% in June 2015 comparing to the same period
last year.
TV ratings of this audience were 8% lower in June 2015 comparing to May 2015. The
decrease was mostly caused by the drop of two biggest TV channels LNK and TV3
ratings by 13% and 10% respectively.
TNS LT data
-16%
LNK overtook the leading position from TV3 in terms of weekly TV
reach
Average Weekly TV Channels‟ Reach, 4+ Audience, %
70%
60%
50%
40%
30%
20%
10%
0%
2015 HY1
•
2014 HY1
Most of the commercial TV channels except Lietuvos ryto TV, Info TV and
NTV have lost some of their weekly audiences.
TNS LT data
“The main buyer” audience also was more loyal to LNK pushing
TV3 to the second place
Average Weekly TV Channels‟ Reach, Women 20-50 Audience, %
80%
70%
60%
50%
40%
30%
20%
10%
0%
2015 HY1
•
2014 HY1
Similar situation also among “The Main Buyer” audience: weekly reach decreased
in most of the commercial TV channels except Lietuvos ryto TV, Info TV and NTV.
TNS LT data
“Six days, seven nights” is the top watched movie among
all (4+) TV audience in 2015H1
Position
1.
Broadcast name
SIX DAYS, SEVEN NIGHTS
Channel
TV3
Average rating, A4+, %
9,4
“Ice age 3” is the top watched movie among Women 20-50
TV audience in 2015H1
Position
1.
TNS LT data
Broadcast name
ICE AGE 3
Channel
TV3
Average rating,
Women 20-50
Audience, %
16,7
“Home Alone 2: Lost in New York” is the top ever* watched
movie among all (4+) TV audience
Position
1.
Broadcast name
HOME ALONE 2: LOST IN NEW YORK (2010)
Channel
TV3
Average rating, A4+, %
15,7
“Garfield 2” is the top ever* watched movie among
Women 20-50 TV audience
Position
1.
* From Y 2001 to 2015 YTD
TNS LT data
Broadcast name
GARFIELD 2 (2010)
Channel
TV3
Average rating,
Women 20-50
Audience, %
18,4
Although general newspapers‟ readership numbers decline, some
titles were able to improve this year
TOP 10 NEWSPAPERS
2014 spring
TITLE
1
VAKARO ŽINIOS
2
LIETUVOS RYTAS
3
RESPUBLIKA
4
KAUNO DIENA
5
TV PUBLIKA
6
ŠIAULIŲ KRAŠTAS
7
VAKARŲ EKSPRESAS
8
PANEVĖŽIO RYTAS
9 VALSTIEČIŲ LAIKRAŠTIS
10
JULIUS/BRIGITA
TNS LT data
2015 spring
TYPE
READERSHIP
Daily
531.450
Daily
506.020
Weekly
161.610
Daily
117.960
Weekly
111.260
Daily
105.700
Daily
78.200
Weekly
78.100
Weekly
75.810
Weekly
64.400
1
2
3
4
5
6
7
8
9
10
TITLE
TYPE
READERSHIP
LIETUVOS RYTAS
VAKARO ŽINIOS
RESPUBLIKA MŪSŲ
KAUNO DIENA
ŠIAULIŲ KRAŠTAS
VALSTIEČIŲ LAIKRAŠTIS
TV PUBLIKA
OBZOR
ŪKININKO PATARĖJAS
AKISTATA
Daily
462.640
Daily
378.860
Weekly
177.440
Daily
129.520
Daily
114.760
Weekly
92.930
Weekly
79.170
Weekly
77.850
Weekly
72.460
Weekly
72.060
“Žmonės“ has recovered the number one position among all
magazines. Weeklies hold the Top 5
TOP 10 MAGAZINES
2014 spring
1
2
3
4
5
6
7
8
9
10
2015 spring
TITLE
TYPE
SAVAITĖ
ŽMONĖS
TV ANTENA
JI
MOTERIS
PRIE KAVOS
LAIMA
PANELĖ
EDITA
EKSPRESS NEDELIA
Weekly
607.190
Weekly
605.340
Weekly
245.860
Weekly
231.110
Monthly
186.470
Weekly
179.890
Monthly
178.100
Monthly
166.780
Monthly
140.140
Weekly
135.560
TNS LT data
READERSHIP
1
2
3
4
5
6
7
8
9
10
TITLE
TYPE
READERSHIP
ŽMONĖS
SAVAITĖ
PRIE KAVOS
TV ANTENA
JI
LAIMA
MOTERIS
EKSPRESS NEDELIA
PANELĖ
OHO
Weekly
649.070
Weekly
621.550
Weekly
227.850
Weekly
220.990
Weekly
203.930
Monthly
175.260
Monthly
163.220
Weekly
158.860
Monthly
142.740
Monthly
140.970
No big changes in radio: the leading M-1 group has strengthened
its‟ positions even more in 2015
Average Weekly Radio Stations‟ reach, %
35%
30%
25%
20%
15%
10%
5%
0%
2015 Spring
•
•
2014 Spring
Weekly reach has increased in all 3 main M-1 group radio stations (M-1,
Lietus and M-1 Plius).
Lietus has become the second biggest radio station in terms of weekly reach
taking this place over from LRT.
TNS LT data
People from Top 3 Lithuanian cities are way more active Facebook
users comparing to the rest of the country
Facebook Users and Population Shares, %
Vilnius
Kaunas
Klaipėda
Šiauliai
Panevėžys
0%
5%
10%
15%
Facebook users share, %
•
20%
25%
30%
Population share, %
3 biggest Lithuanian cities Vilnius, Kaunas and Klaipėda are accountable for
only 1/3 of the country‟s population but almost 2/3 of Facebook users in
Lithuania are from there.
Facebook Audience Insights (June 2015), Official Statistics portal
35%
40%
Most Lithuanians still connect to Facebook using multiple devices
while global trends show more significant shift to mobile only
Access to Facebook, Based on Device, %
Desktop + Mobile
Desktop only
Mobile only
0%
10%
20%
30%
Lithuania
•
•
40%
50%
60%
70%
Global
62% of Facebook users in Lithuania connect to Facebook using both desktop and mobile
while globally only 43% use both devices.
44% of Facebook users globally connect to Facebook using mobile only. In Lithuania there
are only 11% of such people.
Facebook Audience Insights (June 2015)
Digital video goes mobile. For smartphone video viewers, short is
sweet
•
•
Mobile phones continue to expand their share of digital video traffic. Over
the course of a year, mobile phones had grown their share of total digital
video views by 126.7%, driving mobile‟s overall portion up 95.2% year over
year, from 21% to 41%.
Short-form content remains the most popular type of video viewed on
mobile phones.
emarketer.com
Contact:
Marius Marčenkovas
Media Director
Dentsu Aegis Network
Email: [email protected]
Phone: +370 646 15709