The Italian advertising market and the RCS press portfolio

1
P
RESENTATION
- Marketing Division
October 2003
TABLE OF CONTENTS
• THE ITALIAN ADVERTISING MARKET
• RCS PRESS PORTFOLIO
- Marketing Division
2
SOURCES
3
AdEx NIELSEN
AUDIPRESS SPRING 2003
ADS
- Marketing Division
4
THE ITALIAN ADVERTISING MARKET
- Marketing Division
ITALIAN MARKET CHARACTERISTICS
5
Italian Publishers do not sell directly their advertising spaces and
are supported by “sales-houses”
(Regie). Only
the largest
Publishers (ex. RCS) have their own “sales-house”
within
their structure.
There are only a few restrictions affecting advertising. These
refer mainly to cigarettes and pornography.
- Marketing Division
ADVERTISING TRENDS : 1993-2002
TOTAL EXPENDITURES (clients’ net)
(million Euro)
6
7.931
(16,5%)
4.292
(-1,4%)
1993
4.302
(0,2%)
1994
4.924
(8%)
4.557
(5,9%)
1995
5.452
(10,7%)
6.060
(11,2%)
7.677
(-3,2%)
6.805
(12,3%)
7.407
(-3,5%)
1st semester
4.109
1996
- Marketing Division
1997
1998
1999
2000
2001
2002
2002
4.022
(-2,1%)
2003
Source: AdEx Nielsen
ADVERTISING TRENDS: TEN YEARS
EXPENDITURES BY MEDIUM (clients’ net)
(million Euro)
1993
1994
1995
1996
Newspaper
- Marketing Division
1997
Magazines
Tv
7
1998
1999
Radio
Outdoor
2000
2001
2002
Cinema
Source: AdEx Nielsen
ADVERTISING EXPENDITURES BY SINGLE MEDIUM IN ITALY: 2002
OUTDOOR
2,4%
RADIO
3,8%
CINEMA
1,0%
8
NEWSPAPER
23,8%
Press
39.4%
TV
53,3%
- Marketing Division
MAGAZINES
15,6%
Source: AdEx Nielsen
ALL MEDIA - NET AD EXPENDITURES
THE TOP TEN INDUSTRIES IN 2002
(million Euro)
9
1.111
Food
777
Automotive
532
Beverage
437
Tlc
415
Fashion
392
Media
317
Toiletries
306
Cosmetics
Furnishing
Household
- Marketing Division
265
256
Source: AdEx Nielsen
ALL MEDIA - NET AD EXPENDITURES
THE TOP TEN INDUSTRIES - 1st semester 2003
(million Euro)
10
654
Food
484
Automotive
309
Beverage
229
Tlc
218
Fashion
Media
195
Toiletries
191
Cosmetics
Furnishing
Household
- Marketing Division
169
162
138
Source: AdEx Nielsen
PRINT MEDIA - NET AD EXPENDITURES
THE TOP TEN INDUSTRIES IN 2002
(million Euro)
11
FASHION
264
AUTOMOTIVE
263
FURNISHING
163
COSMETICS
162
FINANCE
115
GDO
113
FOOD
113
PROF.SERVICE
ACCESSORIES
TRAVEL
- Marketing Division
102
101
95
Source: AdEx Nielsen
PRINT MEDIA - NET AD EXPENDITURES
THE TOP TEN INDUSTRIES - 1st semester 2003
(million Euro)
141
AUTOMOTIVE
134
FASHION
83
FURNISHING
74
COSMETICS
55
GDO
TRAVEL
50
FOOD
49
TLC
49
PROF.SERVICE
47
FINANCE
47
- Marketing Division
12
Source: AdEx Nielsen
ADV. MARKET SHARES 2002
13
PRINT MEDIA
All Others
23,9%
RCS*
21,3%
24 Ore System
6,1%
PK
10,1%
Rusconi
5,1%
Manzoni
19,1%
Mondadori
14,3%
* Rcs Pubblicità, Cairo, Prs
- Marketing Division
Source: internal evaluation
CORRIERE DELLA SERA
LA REPUBBLICA
2000
IL SOLE 24 ORE
2001
311.233
14
335.342
366.356
451.988
497.533
589.665
531.702
562.444
705.333
522.497
552.440
633.390
TRENDS IN THE FOUR LARGEST PAPERS - ADVERTISING SPACES
GAZZETTA DELLO SPORT
2002
La Repubblica module 42x21 mm
Il Corriere della Sera 41 x 43 mm;
maximun nbr. of pages 48
- Marketing Division
Source: AdEx Nielsen
CORRIERE DELLA SERA
LA REPUBBLICA
1st sem 2002
IL SOLE 24 ORE
15
162.370
166.954
215.609
233.306
248.345
275.141
245.332
258.682
TRENDS IN THE FOUR LARGEST PAPERS - ADVERTISING SPACES
GAZZETTA DELLO SPORT
1st sem 2003
La Repubblica module 42x21 mm
Il Corriere della Sera 41 x 43 mm;
maximun nbr. of pages 48
- Marketing Division
Source: AdEx Nielsen
TOP 5 INDUSTRIES
AD EXPENDITURES SHARES ON THE TOTAL NEWSPAPERS MARKET
1ST SEM 2003
24%
AUTOMOTIVE
11%
GDO
FINANCE
PROF.SERV.
TLC
- Marketing Division
16
9%
58%
On total
daily papers
8%
7%
Source: AdEx Nielsen
TOP 5 INDUSTRIES
AD EXPENDITURES SHARES IN THE FOUR LARGEST PAPERS
Quota sul totale degli investimenti raccolti da ogni testata
1ST SEM 2003
17
32%
AUTOMOTIVE
27%
GDO
20%
FINANCE
PROF.SERV.
12%
6%
4%
7%
7%
5%
Corriere della Sera
49%
6%
12%
7%
7%
32%
14%
4%
3%
0%
Repubblica
55%
3% 2%
Sole 24 Ore
La Gazzetta dello Sport
52%
55%
Incidenza complessiva dei top spender sul fatturato di ciascuna testata
- Marketing Division
TLC
Source: AdEx Nielsen
TOP 5 INDUSTRIES OF THE FOUR LARGEST PAPERS
AD EXPENDITURES SHARES
1ST SEM 2003
Il Corriere della Sera share
AUTOMOTIVE
27%
FASHION
10%
TLC
7%
TRAVEL
7%
FINANCE
6%
Il Sole 24 Ore
AUTOMOTIVE
FINANCE
PROF.SERV.
INFORMATICS
TLC
- Marketing Division
La Repubblica
AUTOMOTIVE
FASHION
MEDIA/EDITORIA
TLC
FINANCE
18
share
29%
12%
8%
7%
6%
AUTOMOTIVE
AUTOMOTIVE
FASHION
FASHION
TLC
MEDIA
TRAVEL
TLC
FINANCE
FINANCE
share
23%
14%
13%
12%
8%
La Gazzetta dello Sport share
AUTOMOTIVE
TLC
MOTORCYCLES
FASHION
BEVERAGES
32%
14%
10%
6%
4%
AUTOMOTIVE
AUTOMOTIVE
FINANCE
TLC
PROF.SERV.
MOTORCYCLES
INFORMATICS
FASHION
TLC
BEVERAGES
Source: AdEx Nielsen
DAILY NEWSPAPERS (JAN-AUG 2003)
SHARE OF AD. PAGES
REPUBBLICA
28%
SOLE
23%
CORRIERE
30%
GAZZETTA
19%
19
CORRIERE
G AZZETTA
SOLE
REPUBBLICA
READERSHIP
2.679.000
3.270.000
1.227.000
2.704.000
READERSHIP ON QUALIFIED TARGET GROUP
MEN
CO RRIERE
SOLE
19%
- Marketing Division
CORRIERE
32%
GAZZETTA
20%
AB, INCOME
INCOME
>2401 euro >3851 euro
1.610.000
621.000
290.000
REP U BBL ICA 1.568.000
580.000
253.000
CIRCULATION
REPUBBLICA
29%
CIRCULATION
685.000
440.000
414.000
623.000
READERSHIP
REPUBBLICA
27%
SOLE
12%
CORRIERE
27%
GAZZETTA
34%
Source: Nielsen - Display Advertising Only
Audipress Primavera 2003
ADS 2002
DAILY PAPERS: COVERAGE AND READERSHIP
AB, INCO ME >2401
euro
MEN
TITLE:
READERS
20
% cov.
13.330.000
READERS
% cov.
5.390.000
INCO ME
>3851 euro
READERS
% cov.
2.153.000
CO RRIERE DELLA SERA
1.610.000
6,68%
621.000
11,52%
290.000
13,49%
LA REP UBBLICA
1.568.000
6,50%
580.000
10,77%
253.000
11,74%
G AZZETTA DELLO SP ORT
2.858.000
1,85%
535.000
9,93%
181.000
8,40%
808.000
3,35%
408.000
7,57%
161.000
7,47%
IL SO LE 24 O RE
- Marketing Division
Audipress Spring 2003
NEWSMAGAZINES AND DAILY SUPPLEMENTS (JAN-AUG 2003)
21
SHARE OF AD. PAGES
SETTE
18%
PANORAMA
35%
IL VENERDI
22%
ESPRESSO
25%
READERSHIP
2.018.000
2.938.000
3.303.000
2.356.000
SETTE
IL VENERDI
PANORAMA
ESPRESSO
CIRCULATION
SETTE
29%
PANORAMA
25%
- Marketing Division
IL VENERDI
28%
ESPRESSO
18%
CIRCULATIO N
634.000
602.000
555.000
387.000
READERSHIP
SETTE
19%
PANORAMA
31%
IL VENERDI
28%
ESPRESSO
22%
Source: Nielsen - Display Advertising Only
Audipress Primavera 2003
ADS 2002
WOMEN’S NEWSMAGAZINE AND DAILY SUPPLEMENTS (JAN-AUG 2003)
22
SHARE OF AD. PAGES
IO DONNA
54%
D
REPUBBL.
DONNE
46%
IO DO NNA
D
CIRCULATION
IO DONNA
54%
- Marketing Division
D
REPUBBL.
DONNE
46%
READERSHIP
1.643.000
1.145.000
CIRCU LATIO N
503.000
424.000
READERSHIP
IO DONNA
59%
D
REPUBBL.
DONNE
41%
Source: Nielsen - Display Advertising Only
Audipress Primavera 2003
ADS 2002
WOMEN’S WEEKLY (JAN-AUG 2003)
23
SHARE OF AD. PAGES
GRAZIA
22%
ANNA
24%
DONNA
MODERNA
31%
GIOIA
23%
READERSHIP
ANNA
933.000
GRAZIA
1.032.000
GIOIA
1.020.000
DONNA MODERNA
2.798.000
CIRCULATION
GRAZIA
18%
GIOIA
19%
- Marketing Division
READERSHIP
ANNA
21%
DONNA
MODERNA
42%
CIRCULATIO N
283.000
240.000
258.000
561.000
GRAZIA
18%
GIOIA
18%
ANNA
16%
DONNA
MODERNA
48%
Source: Nielsen - Display Advertising Only
Audipress Primavera 2003
ADS 2002
WOMEN’S MONTHLY (JAN-AUG 2003)
24
SHARE OF AD. PAGES
AMICA
21%
ELLE
28%
MARIE
CLAIRE
29%
FLAIR
22%
*Amica e Flair: not published in
january 2003
Fonte Media Mobile
August 02 - July 03
AMICA *
248.000
Elle
142.000
Marie Claire
142.000
Flair *
194.000
Source: Panel edit
sept-03
274.761
166.313
159.000
136.000
Source: Panel Editore
AMICA e FLAIR dalla data di nascita
- Marketing Division
Source: Nielsen - Display Advertising Only
Audipress Primavera 2003
ADS 2002
TREND AND LIFESTYLE MONTHLY (JAN-AUG 2003)
25
SHARE OF AD. PAGES
MEN'S
HEALTH
24%
MAXIM
9%
MAX
31%
MAX
GQ
MAXIM
MEN'S HEALTH
GQ
36%
CIRCULATION
MAXIM
9%
MEN'S
HEALTH
38%
- Marketing Division
MAX
26%
GQ
27%
READERSHIP
1.294.000
794.000
774.000
CIRCULATION
161.000
165.000
53.000
233.000
READERSHIP
MEN'S
HEALTH
27%
MAX
45%
GQ
28%
Source: Nielsen - Display Advertising Only
Audipress Primavera 2003
ADS 2002
26
READERSHIP
AND CIRCULATION
- Marketing Division
DAILY NEWSPAPERS
27
Readership
Circulation
Corriere della Sera
2.679.000
685.000
G azz etta dello Sport
3.270.000
440.000
331.000
66.000
L'Unione Sarda
TABLOID SUPPLEMENTS
Corriere Salute (Sundays)
Corriere Economia (Mondays)
Corriere Lavoro (Fridays)
ViviMilano (Wednesdays)
Trovocasa (Wednesday)
- Marketing Division
LEADERS
Circulation
624.000
673.000
737.000
187.000
187.000
National
National
National
Local
Local
Source: Circulation - ADS 2002
Readership - Audipress Spring 2003
CORRIERE DELLA SERA: THE LOCAL SECTIONS
28
Circulation
Corriere Milano
Corriere Roma
Corriere del Mezzogiorno (Campania and Puglia)
Corriere Veneto
283.000
62.000
43.000
38.000
NOVEMBER 2002
CORRIERE DEL VENETO:
THE LATEST DEVELOPMENT
The
authoritativness
of
Corriere della Sera in the
new Veneto section
- Marketing Division
Editor’s statement for Ads 2002
29
FREE PRESS
Circulation
City Milano
City Bologna
City Firenze
City Napoli
City Roma
City Bari
City Padova
200.000
50.000
50.000
80.000
180.000
40.000
50.000
SELECTED
METROPOLITAN
TARGET
CITY NETWORK: 650.000 COPIES
- Marketing Division
Editor’s statement
WOMEN’S MAGAZINES
Weekly
IO DONNA
Weekly
ANNA
Monthly
AMICA*
- Marketing Division
30
Readership
Circulation
1.643.000
503.000
933.000
283.000
248.000
Source: Circulation - ADS 2002
Readership - Audipress Spring 2003
*ADS august.2002 – july 2003
NEWS AND ECONOMIC MAGAZINES
Readership
Circulation
Weekly
SETTE
2.018.000
634.000
Monthly
MAX
1.294.000
161.000
Weekly
IL MONDO
157.000
96.000
Weekly
SPORTWEEK 1.631.000
- Marketing Division
31
360.000
Source: Circulation - ADS 2002
Readership - Audipress Spring 2003
32
FAMILY MAGAZINES
Readership
Circulation
Weekly
OGGI
3.396.000
700.000
Weekly
TV SETTE
1.971.000
634.000
Weekly
VISTO
546.000
153.000
Weekly
NOVELLA 2000 1.007.000
- Marketing Division
174.000
SUMMER PEAK*
307.000 COPIES
Source: Circulation - ADS 2002
Readership - Audipress Spring 2003
* July and August
33
SPECIAL INTEREST
Readership Circulation
Monthly
DOVE
Monthly
CARNET
Monthly
VIE DEL GUSTO*
- Marketing Division
240.000
91.000
71.000
166.000
97.000
Source: Circulation - ADS 2002
Readership - Audipress Spring 2003
*Readership: mediation between Verde Oggi and Vie del Gusto
*Circulation: editor’s statement
34
SPECIAL INTEREST
Monthly
BRAVACASA
Monthly
CASAMICA
Monthly
SALVE
- Marketing Division
Readership
Circulation
935.000
200.000
1.828.000
503.000
283.000
Source: Circulation - ADS 2002
Readership - Audipress Spring 2003
SINOTTICA DI EURISKO
This is an integrated system that generates information on socio-cultural trends and
behaviour of Italians. The information is acquired using standard analytical tools (e.g.
Lifestyles, the Big Map) and ad hoc methodologies designed to respond to specific client
problems.
Sinottica is a psychographic survey, first conducted by Eurisko over 20 years ago.
OBJECTIVES
It is a single-source survey on:
individuals (characteristics, values, behaviours, styles)
what they consume (over 350 products/goods/ services and relative brands)
their exposure to the media (all media are covered).
Sinottica can therefore offer such services as:
analysis of positioning of own products/brands vs. competition;
design of main target for future media planning activities;
analysis of media exposure of targets;
monitoring of developments in competitive products, and identifying new business
opportunities;
scenario analysis.
METHODOLOGY
10,000 face-to-face, in-home interviews are conducted annually.
Fieldwork is divided into two deseasonalised waves per year.
The reference universe is comprised of individuals (male and female) aged 14 and over.
As well as conventional statistical tables, Sinottica offers sophisticated and effective
analytical tools to interpret the cultural and consumption rationales underlying any segment
of the market (positioning maps).
- Marketing Division
35