Presentation

Transcription

Presentation

TV is essential
medium in
consumer media
Capital Markets Day 2012
Anu Nissinen
CEO Sanoma Media Finland
TV – essential medium in consumer media
• TV plays a big role in people’s
daily life – it is a companion,
entertainer and informer
• TV creates topics and phenomena,
but also builds national identity
and culture
• TV is taking strong position in
digital media consumption
• For advertisers TV offers reach
and engagement like no other
medium
Copyright © Sanoma Media | Anu Nissinen
14 June 2012
2
TV viewing stays strong
Average daily viewing time per individual in Europe
250
200
203
212
213
215
215
216
215
217
222
228
199
203
227
200
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
min/day
191
194
196
1995
1996
1997
150
100
50
0
Average daily viewing time
in Finland
4+
2009
170
15-24
2009
82
2010
2011
172
172
2010
2011
95
87
Average daily viewing time in
the Netherlands
6+
2009
184
20-34
2009
159
2010
2011
191
191
2010
2011
166
162
Average daily viewing time
in Belgium*
4+
15-24
2009
2010
2011
228
236
235
2009
2010
2011
154
160
158
* Represents Flanders (North Belgium)
Source: Finnpanel, SKO, CIM TV North, Eurodata.
14 June 2012
3
TV growing fast in online channels
Long-form videos attract more and more viewers
US
Finland
The Netherlands
• 180 million unique online viewers
• Monthly online video starts
constantly increasing year-on-year
• 25% watch online-TV program at
least once a month
• 51% of 15–44-years-old Finns watch
online-TV, 66 min/week on average
• Online rating is calculated for the
first time in May 2012. Relatively
high scores for target group 13–19
years old, moderate scores for
average Dutchman
• Online video viewing time 42
min/day (March 2012)
• Long-form videos witness the
fastest growth
–
TOP5 US TV sites +82%
–
Hulu +17%
• Finns under 25 watch almost 20% of
their TV viewing from online-TV
Online video viewing time and unique
viewers - US
Min/day
Monthly online video starts –
Finland and Netherlands
Million starts
Million viewers
50
200
30
40
160
25
30
120
20
80
10
40
5
0
0
0
1/10
4/10
7/10
10/10
1/11
4/11
7/11
Avg time spent viewing online video
10/11
1/12
Unique viewers
20
15
10
1/11
3/11
5/11
7/11
Finland
9/11
11/11
1/12
3/12
Netherlands
Source: Comscore, Taloustutkimus Oy (eMedia survey fall 2011), Finnpanel, Stichting Kijkonderzoek.
14 June 2012
4
Technological development fuels growth
The last 5 years
Online video for PC,
Tablet & mobile video,
Internet connected TV,
TV apps etc.
The last 10 years
DVD
DVR
The first 50 years
Broadcast TV
Cable & Satellite TV
VCR
14 June 2012
5
The power of TV
TV advertising works
All TV ads are response ads
• Not just about messages and
awareness but about creating
emotional associations, telling
stories and influencing the way we
feel about brands
• Neuroscience has been utilized to
study how creative TV advertising
impacts especially compared with
online
• TV viewing generated much higher
levels of emotional intensity,
engagement, long-term and global
memory (30-50% higher) - these
are the main predictors of future
brand purchase
• However, television and online is a
great match in generating response
• In the UK
– 94% had gone online as a result of
seeing something on TV in the last
year
– 25% with internet access at home
concurrently watch TV & browse the
net every day
Source: Thinkbox.
14 June 2012
6
Social TV and second screen give new
opportunities
• In-depth engagement with viewers
• Cooperation through sponsorships
• Positive buzz and strong impact on
brand value
• New information for TV ad
planning and purchasing
 In the U.K. 80% of tablet owners said they
used their device while watching TV at least
once during a 30-day period
 Users who multitask with devices while they
watch TV are more attentive and responsive
to TV programming and advertising than an
average viewer
Picture: Notion MetaMirror
Source: Thinkbox, Nielsen, Discovery Communications study.
14 June 2012
7
Sanoma’s TV operations
Net sales pro forma 2011 approx. EUR 400 million
Finland – 8 channels (FTA & pay-TV)
Market position: #2 commercial
Market share
- SoCV*: 34.8%
- SoA: 34.2%
Main competitors: MTV/Bonnier,
public broadcaster
Netherlands – 3 channels (FTA)
Market share
- SoCV**: 20.2%
- SoA: 27.7%
Main competitors: RTL,
public broadcaster
Belgium – 2 channels (FTA)
Market share
- SoCV***: 32.6%
- SoA: 29.4%
Main competitors: VMMa, public broadcaster
Hungary – 2 channels (pay-TV)
SoCV = share of commercial viewing, SoA = share of TV advertising in Q1/2012.
*Target group 10-44 years.
**Target group 20-49 years.
***Target group 18-54 years.
14 June 2012
8
Case SBS Netherlands
Fundamentals are valid
• Strategic fundamentals behind
Sanoma’s acquisition of SBS are valid
–
Free-to-air (FTA) TV continues to be a
strong and sustainable form of media
–
SBS represented a unique opportunity to
expand Sanoma’s position in TV and in
NL, creating overall media market
leadership and potential for cross–media
benefits
–
Partnership with successful TV content
provider reduced financial burden while
keeping majority ownership, and holds
potential for content advantage over
competition
• SBS Netherlands’ financial
performance to date has been lower
than expected
• Negative variances mainly caused by
lower share of viewing and slower ad
market development
• SBS financial estimates for 2012
(SBS TV + TV magazines)
–
Net sales estimated to be slightly
below last year (2011 pro forma
EUR 322 million)
–
EBIT excl. non-recurring items and
purchase price allocation
amortizations is estimated to be
over 20% of net sales
• Ambition to grow share of
viewing, net sales and EBIT in
SBS TV operations
• Strategy and action plan in place
–
New management and organization
–
Channel profiles set
–
Content acquisition in focus
–
Online in focus
14 June 2012
9
Market positions to be strengthened
Driven by focus, innovation, experience and exchange of know-how
25%
30%
20%
5/2012
4/2012
3/2012
2/2012
1/2012
3/2012
Belgium
Share of national viewing (20-49 yrs)
Finland
(average of the period)
20%
20%
10%
10%
0%
0%
Share of commercial viewing (18-54 yrs)
Share of TV advertising
3/2012
30%
2011
30%
2010
40%
2009
40%
2008
2007
Belgium
• Net sales continued to grow and
advertising market share improved
• Market position will be strengthened by
new content strategy
Finland
• Solid track record for several years
• Grown to a strong challenger
• Pay TV +41% and online +44% in 2011
3/2012
Launch of new digital concepts
2011
–
2011
0%
2010
0%
2009
5%
2010
Program grid upgrade
10%
10%
• Fall 2012
–
15%
20%
2009
Q1 net sales slightly below and profitability
slightly above comparable year’s level
40%
2008
–
(1-5/2012 actuals)
2008
Viewing share stabilized at just above 20%
Netherlands
2007
–
Netherlands
2007
Netherlands
• Improvement proceeding according to
plan
Share of national viewing (10+ yrs)
Share of commercial viewing (10-44 yrs)
14 June 2012
10
Strong and solid track record in Finland
Market position strengthened in increasing competitive environment
• Committed management and
challenger attitude in the whole
organization
• Customer needs prioritized
–
Well defined channel/brand promises for viewers
–
Multi-channel advertising solutions fulfilling
advertisers’ needs
• Creative marketing campaigns for
selected program launches
• Online-TV development in focus
National viewing shares (10+)
50%
44.4%
40%
30%
29.9%
20%
15.1%
10.6%
10%
0%
2004
YLE
2005
2006
2007
MTV Media
2008
2009
2010
Nelonen Media
2011
Other
Commercial viewing shares (10-44)
80%
60%
53.2%
40%
34.5%
20%
12.3%
0%
2004
2005
2006
MTV Media
2007
2008
2009
Nelonen Media
2010
2011
Other
14 June 2012
11
Case Nelonen Media
From one TV channel to multimedia house
2012 – Three radio channels acquired
2011 – Five Pay TV channels,
Ruutu iPhone and iPad app
2009 – Life-style channel Liv and
online-TV ruutu.fi
2007 – Jim, Urheilukanava/Nelonen Sport,
Radio Rock and Radio Aalto
2000 – Nelonen has constantly over 3 million
weekly viewers
1997 – Nelonen
14 June 2012
12
From FTA to multi-channel & cross-media
• Sanoma has a unique
opportunity to build
multimedia entertainment
brands
• Domestic and locally
produced content is
increasing its popularity
14 June 2012
13
Case Voice of Finland
Impressive reach through multi-channel and cross-media approach
Live viewers
Nelonen
Re-run
Nelonen
Ruutu.fi
Video starts
792,000
101,000
493,000
Website visits
in the final
week
95,000
Facebook fans
32,200
Source: VOF final week figures - Finnpanel, nelonen.fi/admin, Google Analytics, Facebook Insights
14 June 2012
14
Case Ruutu.fi
New dimension in our Finnish success story
Ruutu.fi
• Catch-up television service available on
several online channels, also throughout
Sanoma’s websites
• Reaches on average 700,000 Finns weekly
on average
• Accounted for 34% of Finnish broadcasters’
video starts and 50% of Finnish online
video advertising in March
Ruutu iPad
has over
150,000
downloads
Ruutu.fi – video starts Jan 2010 – Apr 2012*
10 000 000
9 000 000
8 000 000
7 000 000
6 000 000
5 000 000
4 000 000
3 000 000
2 000 000
1 000 000
April
March
January
February
December
October
November
September
July
August
May
June
April
March
January
February
December
October
November
September
July
August
May
June
April
March
January
February
0
*includes short clips
Source: Finnpanel, Sanoma estimate
14 June 2012
15
Online-TV will activate TV viewers
•
In Finland Ruutu.fi going beyond
catch-up – paid content will be
launched in autumn 2012
•
In the Netherlands SBS will launch
Full Media Format concept as well
as 2nd screen applications
New consumer revenues
Engagement with the show and
additional content & information
Consumer activation during commercial
break
14 June 2012
16
TV is in central position
in consumer media –
now and in the future!
14 June 2012
17
14 June 2012
18
Important notice
The information above contains, or may be deemed to contain, forward-looking
statements. These statements relate to future events or future financial performance,
including, but not limited to, expectations regarding market growth and development
as well growth and profitability of Sanoma. In some cases, such forward-looking
statements can be identified by terminology such as “expect,” “plan,” “anticipate,”
“intend,” “believe,” “estimate,” “predict,” “potential,” or “continue,” or the negative of
those terms or other comparable terminology. By their nature, forward-looking
statements involve risks and uncertainties because they relate to events and depend on
circumstances that may or may not occur in the future. Future results may vary from
the results expressed in, or implied by, the forward-looking statements, possibly to a
material degree. All forward-looking statements included herein are based on
information presently available to Sanoma and, accordingly, Sanoma assumes no
obligation to update any forward-looking statements, unless obligated to do so
pursuant to an applicable law or regulation.
Nothing in this presentation constitutes investment advice and this presentation shall
not constitute an offer to sell or the solicitation of an offer to buy any securities of
Sanoma or otherwise to engage in any investment activity.
14 June 2012
19

Presentation

Transcription

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