Media Snapshot - Carat Lithuania

Media Snapshot
Lithuania, June 2016
Gross ad spends dropped below previous years’ level in April
Monthly Gross Ad Spends, EUR
€ 80.000.000
-6%
€ 70.000.000
€ 60.000.000
€ 50.000.000
€ 40.000.000
€ 30.000.000
€ 20.000.000
€ 10.000.000
€-
Y2013-2014
•
Y2014-2015
Y2015-2016
Gross ad spends were 6% lower in April 2016 comparing to the same
period last year and also 6% lower comparing to March 2016.
TNS LT data
The only growing media channel was Online* while all others
decreased
2016 April vs. 2015 April, Gross Ad Spends Change, %
20%
13%
15%
10%
5%
0%
-5%
-5%
-10%
-15%
-15%
-20%
-19%
-25%
-23%
TV
•
•
Local Online Display*
Radio
Print
OOH
Gross ad spends in Online* increased by 13%.
They decreased in other media channels: in TV by 5%, in Print by 15%, in
OOH by 19%, in Radio by 23%.
*Only local Lithuanian websites are being monitored
TNS LT data
TV ratings also decreased quite significantly in May
Average Monthly All Commercial TV Channels’ Rating, 4+ Audience, %
-14%
16,0
14,0
12,0
10,0
8,0
6,0
4,0
Y2013-2014
•
•
Y2014-2015
Y2015-2016
Average 4+ TV rating decreased by 14% comparing May 2016 to April
2016.
Yet it decreased only by 2% comparing April 2016 to the same period
last year.
TNS LT data
“The Main Buyer” audience was watching less TV as well
Average Monthly All Commercial TV Channels’ Rating, Women 20-50 Audience, %
16,0
-9%
14,0
12,0
10,0
8,0
6,0
4,0
Y2013-2014
•
•
•
•
Y2014-2015
Y2015-2016
Average Women 20-50 TV rating decreased by 9% comparing April 2016 to March 2016.
TV3 ratings decreased by 9%, BTV by 10%, TV6 by 14%, TV1 by 17%, LNK by 19%.
Info TV ant NTV ratings increased by 33%, TV8, Lietuvos rytas TV, PBK and REN were
stable.
Average Women 20-50 TV rating was 1% higher in May 2016 comparing to May 2015.
TNS LT data
Most of the top newspapers lost some of their readers in 2016
Coverage (%), A15+ Audience
10
73%
8
6
53%
2%
-6%
-14%
-19%
-22%
-24%
-3%
-10%
4
2
0
2015 Spring
•
•
2016 Spring
Average total top 10 newspapers’ reach decreased by 6% comparing 2016 Spring to 2015 Spring.
However, few newspapers’ readership increased: Miesto laikraštis (regional newspaper) by 73%, TV
Publika (national newspaper) by 2% and Tauragės kurjeris (regional newspaper) by 53%.
TNS LT data; 2015 Spring vs. 2016 Spring
“Savaitė“ is growing and widening the gap from the former most
popular title “Žmonės“
Coverage (%), A15+ Audience
25
13%
0%
20
-25%
8%
1%
-11%
-18%
23%
6%
-4%
15
10
5
0
2015 Spring
•
•
2016 Spring
Average total top 10 magazines’ reach decreased by 3% comparing 2016 Spring to 2015 Spring.
Positive readership change were in these magazines: Stilius increased by 23%, Savaitė by 13%, Prie
kavos by 8%, Panelė by 6% and Savaitė.Namie ir sode by 1%. TV Antena remained stable.
Weekly magazines: Savaitė, Žmonės, Prie kavos, Ji, TV Antena, Ekspress nedelia, Stilius
Monthly magazines: Panelė, Moteris
Fortnightly magazine: Savaitė. Namie ir sode
TNS LT data; 2015 Spring vs. 2016 Spring
Two leading magazines among „The Main Buyer“ audience are
rather equal reach wise but their trends are different
Coverage (%), Women 20-50 Audience
25
23%
7%
-19%
3%
1%
20
-20%
-3%
-5%
0%
-25%
15
10
5
0
2015 Spring
•
•
•
2016 Spring
Average total top 10 magazines’ reach (Women 20-50 audience) decreased by 4% comparing 2016
Spring to 2015 Spring.
Savaitė increased by 23%, Prie kavos by 7%, Ekspress Nedelia by 3%. Cosmopolitan remained stable.
Moteris decreased by 25%, JI by 20%, Žmonės by 19% and TV Antena by 5%.
Weekly magazines: Savaitė, Žmonės, Prie kavos, Ji, TV Antena, Ekspress nedelia., Moters savaitgalis
Monthly magazines: Panelė, Moteris, Cosmopolitan
TNS LT data; 2015 Spring vs. 2016 Spring
April was a very positive month for the weather forecast website
Gismeteo.lt
•
Very little changes reach wise among the top 10 local Lithuanian websites with an
exception of Gismeteo.lt, a weather forecast website, which attracted over 16% more
unique users in April 2016 comparing to the previous month.
gemiusAudience, April 2016
Since June 2016 15min.lt has offered ad free content for a 1
EUR/month subscription fee
•
On the 1st June 2016 the second biggest news portal in Lithuania 15min.lt
announced that their full content is now available ad free for a 1 EUR/month
subscription fee. Full content is still available free of charge for those people
who are not using ad blockers.
Delfi.lt launched a Facebook Messenger bot for UEFA Euro 2016
•
The biggest news portal in
Lithuania Delfi.lt launched a fully
automated Facebook Messenger
bot, dedicated to answer most of
the questions related to UEFA
Euro 2016. It also proactively
feeds its’ users with the most
important championship news.
Contact:
Marius Marčenkovas
Media Director
Dentsu Aegis Network
Email: [email protected]
Phone: +370 646 15709