Sales policy 2015

Sales policy 2015
We target the right viewers
we achieve excellent affinities in different target groups of viewers
1 164% 132%
atkids
2
TG 4-14 yrs
Source: ATO – Mediaresearch; 1-10/2014, k TG 15+ without Óčko Group
Men 15-54
atmen TG
size of residence 100 000+
158%
atwomen
TG Women with
socioeconomic status
ABC
We reach half of the population of the Czech Republic
every other viewer watches Atmedia´s thematic televisions
Monthly reach
4 800 000
viewers
50%
i.e.
Czech TV population
3
Source: ATO – Mediaresearch; 1-10/2014, TG 4+ without Óčko Group
Most advertisers use communication on thematic TVs
60%
of the total number of active
advertisers on the TV market
4
Source: ATO – Mediaresearch; 1-10/2014
Viewers of thematic TVs remember more ads
almost 40% of the general population are regular viewers of Atmedia´s thematic
channels
Share of regular viewers of thematic TVs
on the general population
MORE POSITIVE RELATIONSHIP TO ADVERTISING
+89%
don´t bother ads in thematic TVs
more thematic TV viewers
38%
in comparison with
the full-format TV viewers
HIGHER SPONTANEOUS AWARENESS OF CAMPAIGNS
+19%
regular viewers of thematic TVs
spontaneously recalled commercial in TV
higher share of thematic
TVs viewers
in comparison with
the full-format TV viewers
viewers of full format TVs and their "daughter channels"
5
Source: STEM/MARK/Atmedia; 2014; TG 15-54; general population n=1 036; thematic TVs viewer n= 1401, full-format TVs and their "daughter channels" viewer n=644
You can GRRRRRRRRRRP till one´s heart´s content!
we expect nearly 5% share on disponible GRP's in 2015
The average monthly share on the maximum available GRP inventory, TG 15+
estimate
2014
2015
Mňam TV
4,3%
6
Source: ATO-Mediaresearch ;10/2014
4,7%
We bring 40% of all children's GRP´s
Atmedia is No.2 on the children's TV market thanks to TVs mainly for children
Monthly maximum available GRP's, TG 4-14
5 521
atkids
/month
7
Source: ATO-Mediaresearch – estimate for 2015 from 1-11/2014, only kids channels/kids bands Smíškové, Primáček, Animáček, weekend kids band on TV Nova
Portfolio
Channelsstanic
portfolio
advertising opportunities on 29 cab / sat and free-to-air thematic TVs
unmeasured (12)
unmeasured (12)
8
Mňam TV
cab/sat channels (20)
measured (17)
measured (17)
digital channels (9)
Two selling target groups
we achieve significant audience share
TG 15+
TG 4-14
Prima love
2,3%
Prima
14,0%
SMÍCHOV
1,3%
Prima COOL
3,2%
Prima ZOOM
2,0%
Óčko Group
0,7%
3,1%
Atmedia
3,1%
Prima
5,6%
TV
Barrand
ov
4,5%
TELKA
1,4%
Prima COOL
8,3%
10,0%
Prima ZOOM
1,1%
Atmedia
10,0%
Óčko group
1,3%
TV
Barrand
ov
4,8%
TELKA
0,6%
Other TVs
8,1%
FANDA
1,6%
SMÍCHOV
7,3%
Estimate for year 2015
Nova Cinema
4,3%
FANDA
0,9%
4,1%
Nova Cinema
3,5%
ČT1
14,9%
Nova
23,5%
ČT art
0,3%
ČT :D
1,3%
ČT2
4,3%
ČT24
4,4%
Source: ATO – Mediaresearch; 1-10/2014; reality in 2014 ; estimate for 2015 without Óčko Group
Other TVs
10,1%
Estimate for year 2015
11,9%
ČT1
6,5%
ČT24
0,6%
Nova
16,9%
ČT sport
4,8%
9
Prima love
1,3%
ČT2
1,9%
ČT sport
3,0%
ČT art
0,2%
ČT :D
16,2%
We deliver an attractive target groups of viewers
4,1%
200
15+
estimate for year 2015
180
BARRANDOV
ČT1
160
ATMEDIA PRIMA
TELKA
Men 4+
140
ČT SPORT
ATMEN
PRIMA ZOOM
FANDA
ATADULTS
120
ČT ART
NOVA
ATMAX
100
0
20
40
60
80
100
PRIMA COOL
NOVA CINEMA
SMÍCHOV
80
60
Map: Audience profile
40
OX axis: affinity TG Women 4+ base 4+
OY axis: affinity TG 15+ base 15-54
Size of the bubble: share on audience in target group 15+
20
15-54
0
Source: ATO – Mediaresearch; 1-10/2014
PRIMA LOVE
120
ATWOMEN
ČT:D
10
Women 4+
ČT2
ATKIDS
140
160
Outstanding position in the children's target group
4-14
11,9%
1200
estimate for year 2015
ATKIDS
1000
800
600
ČT:D
SMÍCHOV
200
PRIMA COOL
0
20
40
60
ČT SPORT
FANDA
PRIMA ZOOM
80
ČT2
ČT 24
100
ČT ART
NOVA CINEMAČT1
0
-200
11
Source: ATO – Mediaresearch; 1-10/2014
ATMEDIA
Women 4+
Men 4+
400
Mapa: Profil diváků
OX axis: affinity TG Women 4+ let base 4+
OY axis: affinity TG děti 4-12 base 15-54
Size of the bubble: share on audience in target group 4-14
BARRANDOV
120
140
NOVA
PRIMA
TELKA PRIMA LOVE
160
Business Offer
News for 2015
TV advertising
New channels:
Internet advertising
new services:
Mňam TV
banaxi.com
Nickelodeon
TiViKo
mediální zastoupení
Formula1 on Sport1 and Sport2
exclusive programs only on AMC
new sales package:
atvod
13
prémiový produkt
exkluzivní
exclusive programing:
qual. EURO 2016 on Sport1 and Sport2
SmartAd
new sales packages:
@video
@display
Samsung SmartTV
Our offer
TV advertising
Sales at guaranteed GRP's
individual sale
Internet advertising
package sale
Banner advertising
Spot sale
package sale
time bands price list
Sponsorship and special projects
Video advertising
package sale
SmartAd
competitions
animated injection in programs
reports related to the client's brand
PP
interaktivní formát v Samsung SmartTV
14
TV advertising
GRP sale
individual sale|
package sale|
spot sale
sales of a particular number of spots in different time
bands during the day
15+, 4-14
15+, 4-14
sponsorship and special projects
own choice
for each month is published price list of sponsorship at all
Atmedia channels
atchoice
choice of min. 5 channels
sponsorship will be purchased under fixed prices for
sponsorship message
of atadults package
demographic packages
atkids
atwomen
atadults
standard length of sponsorship at Atmedia channels is 10
sec
atmen
in individual cases it is possible to discuss other footage of
sponsor's message
all channels
atmax
atsmart
atmax channnels + min. 15%
Šlágr TV, unmeasured
channels, sponzoring, PP
TV + VOD video ad
atvod
15
atmax channels + min 15% video ad on banaxi.com,
Disney.cz a onther online media represented by atmedia
rules for the granting of discounts for sponsorship are
similar to traditional advertising
demand for special forms of communication (PP, injection,
branding, etc.) at Atmedia channels will be dealt with
individually
Internet advertising
@video
Capacity: 1 000 000 impressions/month
VOD portal
trailers, movies
16
@display
Capacity: 4 500 000 impressions/month
1000 European TV programs including 200 programs CZ + SK
1.5 mio downloads on Android
successful local application
Sales conditions
TV advertising - the basic sales TG 15+, children 4-14
packages / network combination
combination of packages of Atmedia
channels created for network planning
and buying of advertising campaigns
distinction of packages according to
socio-demographic profile, the number
and choice of channels included
campaign planning within the packages
in the system "run by station"
basic target group of all sales packages
are 15+, except atkids where is TG 4-14
18
individual channels
basic sales target group 15+ and single
basic CPP for all channels (except Disney
Channel, Minimax, Nickelodeon, CS
Mini)
Disney Channel, Minimax, Nickelodeon,
CS Mini: sales target group 4-14
sponsorship and special projects
for each month is published price list of
sponsorship at all Atmedia channels
sponsorship will be purchased under
fixed prices for sponsorship message
standard length of sponsorship at
Atmedia channels is 10 sec
in individual cases it is possible to
discuss other footage of sponsor's
message
rules for the granting of discounts for
sponsorship are similar to traditional
advertising
demand for special forms of
communication (PP, injection, branding,
etc.) at Atmedia channels will be dealt
with individually
Sales conditions
prices
monthly price list CPP is published four
weeks before the beginning of the
month at www.atmedia.cz
at the same time are issued monthly time
bands price lists as well
within negotiations of year-round
conditions and specific parameters of the
client's requests will be specified
individual client CPP
offer of valid individual client CPP will be
limited to the period indicated in the
specific proposal
campaigns are booked progressively
according to the CPP from highest to
lowest
19
discounts
surcharges
the amount of the discount will
be determined in particular by:
30%
requirement of the exact distribution
of campaign
yearly volume of investment of the
client
30%
for requesting the first or the last
position in the advertising break
distribution of client´s investment in LS,
MS and HS period
25%
any other requested positions in the
advertising block
annual increase or decrease of the
volume of client´s investment
25%
per second or additional product in
the spot (not to exceed 20% over the
actual spot)
total ad-hoc volume of client´s
investment
share of Atmedia's channels on the
client´s total TV communication
12% discount for signing the contract
untill 1st December 2014
Sales conditions
TV seasonal indexes
0,80
0,85
1,20
january
february
march
1,40
april
1,25
may
june
0,80
july
1,25
august
1,40
september
october
1,20
0,80
november december december
1-20.12
TV duration coefficients
21-31.12.
0,50
0,77
0,90
0,95
1,00
1,25
1,45
1,60
1,75
1,90
2,00
10 sec
15 sec
20 sec
25 sec
30 sec
35 sec
40 sec
45 sec
50 sec
55 sec
60 sec
Within the GRP sale there isn´t a fixed PT and OPT
Tandem spots
When ordering tandem spots, the applied coefficient corresponds with the sum of the spots duration which will be used
(for example.: 30 sec + 10 sec: 1,00 + 0,50 =1,50)
20
Price lists
Price list of advertising formats
TV advertising
PRODUCT TYPE
MEDIUM
TARGET
GROUP
Internet advertising
PRICE/GRP PRODUCT TYPE MEDIUM
1 channels z atkids
1 channels z
atadults/Šlágr TV
4-14
11 450 Kč
individual sale
15+
15 950 Kč
package of your
choice
atchoice
15+
12 450 Kč
atkids
4-14
9 950 Kč
atwomen
15+
11 450 Kč
atmen
15+
11 450 Kč
atadults
15+
10 950 Kč
demographic
package
package of all
measured channels atmax
outside Šlágr TV
atmax package +
optional (TV Šlágr,
atsmart
unmeasured TVs,
sponsorship, PP)
Atmax package +
video ad portals
atvod
represented by
Atmedia
15+
9 950 Kč
package
@display
disney.cz
TiViKO
banaxi.com
package
@video
disney.cz
banaxi.com
leaderboard
medium
rectangle
pre-roll
CENA/
TYP
PRODUKČNÍ
PRICE/CPT TYP
FORMÁT týdenní
PRODUKTU PRODUKTU
NÁKLADY
kampaň
300 Kč
Samsung
SmartAd
PIA
180 000 Kč 95 000 Kč
Smart TV
200 Kč
garance impresí min: 200 000 / klient / týden
V případě opětovného využití stávající aplikace jsou účtovány
náklady na aktualizaci aplikace ve výši 10 000 Kč.
420 Kč
mid-roll
350 Kč
TV seasonal indexes
Month january february march
Coefficient 0,80
0,85 1,20
april
may
1,40
june
1,25
july
august september
0,80
october november december december
1,25
1,40
1,20
0,80
1-20.12.
21-31.12.
TV duration coefficients
Sec
Coefficient
15+
FORMAT
SmartAd
10
0,50
15
0,77
20
0,90
25
0,95
30
1,00
35
1,25
40
1,45
45
1,60
50
1,75
55
1,90
8 950 Kč
Prices are for 30 sec. spot and 10 sec sponsorship message in CZK before VAT.
8 950 Kč
15+
(CPP)
420 Kč
(CPT-pre-roll)
Atmedia is authorised to add in the sales packages atvod, atsmart, atmax and atadults also measured TV channels
that are not included. Share of these channels will not exceed 20% of the ordered space in the package, unless
individually agreed percentage is higher.
Issued 19.11.2014
22
60
2,00
Composition of packages – TV channels
Sales packages contain the following TV channels:
atchoice
AXN, TG Film, Film+, Kino Svět, Mňam TV, National Geographic Channel, REBEL, RELAX, RETRO,
Spektrum, Sport 1, Universal Channel
choice of min. 5 channles of
12 channels
Atadults package
atkids
TG Mini, Disney Channel, Minimax, Nickelodeon
atwomen
AXN, TG Mini, Disney Channel, Minimax, Mňam TV, Nickelodeon, RELAX, RETRO
atmen
TG Film, Film+, Kino Svět, National Geographic Channel, REBEL, Spektrum, Sport 1, Universal Channel
atadults
AXN, TG Film, Film+, Kino Svět, Mňam TV, National Geographic Channel, REBEL, RELAX, RETRO, Spektrum, Sport 1,
Universal Channel
atmax
AXN, TG Film, TG Mini, Disney Channel, Film+, Kino Svět, Minimax, Mňam TV, National Geographic Channel, Nickelodeon,
REBEL, RELAX, RETRO, Spektrum, Sport 1, Universal Channel
atsmart
AXN, TG Film, TG Mini, Disney Channel, Film+, Kino Svět, Minimax, Mňam TV, National Geographic Channel, Nickelodeon,
REBEL, RELAX, RETRO, Spektrum, Sport 1, Universal Channel + volitelné (Šlágr TV, unmeasured TV, sponzoring, PP)
4 channels
8 channels
8 channels
12 channels
16 channels
16 channels
+ optional
atvod
16 channels
+ VOD services
23
AXN, TG Film, TG Mini, Disney Channel, Film+, Kino Svět, Minimax, Mňam TV, National Geographic Channel, Nickelodeon,
REBEL, RELAX, RETRO, Spektrum, Sport 1, Universal Channel + videoreklama na portálech zastupovaných Atmedia
Vydáno 07.11.2014
Classic advertising – time bands sale
Channel
Sponsoring
music and lifestyle
9000
7000
8000
6000
2400
1200
3000
2200
3000
2200
9000
7000
2000
900
1400
700
1800
900
2000
1000
1600
900
2500
1800
Šlágr
Mňam
Rebel
Retro
Relax
Country No.1
Fajn Rock
Music Box
TV Paprika
Fashion TV
Meteo TV
V1
Pracovní dny
Off prime
time
Prime time
Pracovní dny
Víkend
Sponsoring
1700
1500
1700
1900
1500
1500
1100
1000
Prime time
Off prime time
15:01-24:00
6:01-10:00
6:01-15:00
10:01-24:00
Channel
Off prime time
6:01-10:00, 14:01-20:00
6:01-10:00
10 sec
15 sec
20 sec
25 sec
30 sec
35 sec
40 sec
45 sec
50 sec
55 sec
0,50
0,77
0,90
0,95
1,00
1,25
1,45
1,60
1,75
1,90
Prime time
AXN
Film+
CS film
Universal Channel
Horor film
Nickelodeon
Disney Channel
Minimax
CS mini
Weekdays
Prime time
10:01-24:00
Off prime
time
Prime time
sport and documentaries
Kinosvět
3000
2200
Sport 1
2400
1400
Spektrum
3000
2200
National Geographic
2700
1600
Sport 5
2400
1400
Slovak Sport
2400
1400
Sport 2
1800
900
Spektrum Home
1600
800
3500
1700
1700
1700
1100
1100
1100
1500
1100
1500
11:01-14:00, 20:01-24:00
Víkend
Channel
Off Prime
Time
movies and series
3400
2300
3000
2000
3000
3200
2300
1400
kids
7500
3500
9500
5000
7500
3500
7500
-
january
february
march
april
may
june
july
august
september
october
november
0,80
0,85
1,20
1,40
1,40
1,25
0,80
0,80
1,25
1,40
1,40
1,20
Monhtly indexes
Prices are for 30 sec. spot and 10 sec sponsorship message in CZK before VAT.
24
2500
1700
1700
2000
1100
5900
4700
4700
Prime time
Off prime time
20:01-24:00
06:01:20:00
Weekend
12:01-24:00
6:01-12:00
Weekdays
06:01-20:00
20:01-22:00
Víkend
08:01-20:00
06:01-08:00, 20:01-22:00
60 sec
Duration coefficients
december
1.-20.12.
Sponsoring
2,00
december
21.-31.12.
0,80
Issued 19.11.2014
Contacts
25