Post on 28-Nov-2014
description
Media House / Meediauudised
1
Estonian media advertising market fell nearly 7%
Media market overview
Media HouseYear2011
04
Estonian media market 2010 > 1
Baltic media market 2010 > 2
TV – time spent watching TV> 3
TV – channels’ share, trends > 4
Print – top, news > 6
TV – news > 7
Print – top, news, forecasts > 8
Internet – top, trends > 10
M-advertising, radio – top, trends > 11
According to TNS Emor Advertising Expenditure survey Estonian media advertising market net turnover reached in 2010 to 66 million euros (70,9 million euros in 2009). Annual as a whole turnover fell -7%.
The year was characterized from quarter to quarter moving trend towards positive change - if in the first quarter the market decline still was about -19% and in the second quarter about -8%, then the third quarter was equal to the same period 2009 and the forth quater was nearly to numbers of the forth quater 2009.
73,1886,6
114,6 111,12
70,9 66,05
0
20
40
60
80
100
120
140
2005 2006 2007 2008 2009 2010
Turn
over,
Mill
ion E
UR
Estonian media advertising market (net) in 2010, EUR
From media types in the low-growth trend overall was the internet (about 7%), television and outdoor advertising (both about 1%), radio moved in the whole market with a small downturn at the same rate (about -7%). Continually in significant decrease was print, although the magazines` turnover was about -14% lower, newspapers` even -20%
33%
29%
7%
6%
29%
32%
10%
10%
8%
9%
13%
15%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2009
2010
Newspaper Magazine TV Radio Outdoor Internet
Media House / Meediauudised
2
Baltic media advertising market decreased by 7% with 15,8 million euros
Baltic media advertising market
18%
11%
29%
19%
10%
9%
6%
9%
47%
45%
32%
42%
8%
12%
10%
10%
8%
10%
9%
9%
8%
13%
15%
11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Lithuania
Latvia
Estonia
Baltic
Newspapers Magazines TV Radio Outdoor Internet Cinema
94
65,3 66
0
20
40
60
80
100
Lithuania Latvia Estonia
Turn
over,
Mill
ion E
UR
Baltic media advertising market (net) in 2010, EUR
-2%
-13% -7%
Baltic media advertising market net turnover reached in 2010 to 225,3 million euros. It is 7% less than year earlier.
The turnover of Latvian and Estonian markets was almost the same, but Latvian media advertising market had the the biggest drop -13% among Baltic countries in 2010. Lithuanian market fell 2%, Estonian – 7%.
From media types television has traditionally the biggest share in all three countries. Compared to Latvia and Lithuania share of printmedia in Estonia remains leading position among other media types.
Internet is the only one media channel, which share was growing in all three countries. In Lithuania it increased by 25%, in Latvia by 2%, in Estonia by 7%.
Media House / Meediauudised
3
TV watching time +
TV
According to TNS Emor TV Audience Meter survey 2010Estonians watched TV on average 3 hours and 39 minutes per day and non-Estonians 4 hours 30 minutes. In 2009 Estonians spent 3 hours 38 minutes and non-Estonians 4 hours 26 minutes watching TV.
The average TV watching time in February 2011 was 4 hours 14 minutes for Estonians and 5 hours 3 minutes for non-Estonians correspondingly.
Channel reach
The reach of niche channels (Fox Life, Fox Crime, National Geographics, Kanal11, TV6, ETV2 ) increased significantly compared to February 2010.
National Geographics showed the biggest growth – from 17,4% to 22,3% monthly reach in
February 2011. Fox Life, TV6, Fox Crime, Kanal11, ETV2 followed. Monthly indicators of other
channels decreased.
There are no changes in TOP3. ETV confirms his leading position with montlhy average reach
74%, followed by Kanal2 with 70,9% and TV3 with 69,8%.
7471 70
64
51 49
3935 34
30 2925 24 22
19
38 3632
1511 11
19
9 10 11 10
3 4 2 3
0
10
20
30
40
50
60
70
80
Reach by channel (%), February 2011
Monthly Reach Daily Reach
Media House / Meediauudised
4
TV watching time (split by channels)
Share of viewing of major channels is decreasing last years. As seen from the graphic below year 2010 was quite uncertain, but Kanal2 managed to keep his leading position among commercial channels. There is a new channel – NTV Mir (instead of 3+) in TOP5.
The most popular programmes during the period January-February 2011 were traditionally for every February – the reception of the President at 93th anniversary of the Republic of Estonia (32% cover A4+) and Defence Force Parade (25% cover A4+). Worl cup skiing competition in Otepää is on the third place with 20% cover in TG A4+.
TV
The shares of major TV channels by timespent watching TV in February 2011 werethe following:
• ETV: 18,6%
• Kanal2: 15,1 %
• PBK: 11,0%
• TV3: 10,5%
• NTV Mir: 4,1%
Other channels
24%
Kanal 2
15%
Kanal 11
2%
PBK
11%
Ren TV Estonia
3%
TV3
10%
TV 6
2%
3+
3%
NTV Mir
4%
RTR
4%
ETV
19%
ETV2
3%
0
5
10
15
20
25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
2009 2010 2011
Share
of
vie
win
g%
Major channels share of viewing %
ETV
Kanal 2
TV3
PBK
NTV Mir
Media House / Meediauudised
5
Fill of advertising units on major channels
TV
The demand for advertising time on TV is still high.
The amount of time sold on major commercial channels continues to be on the edge with the amount of time allowed to be sold legally. Thus ―last minute‖ decisions to buy advertising seconds make the task of media planner quite complicated due to probable unavailability of desired advertising spots.
Maximum amount of sold advertising time
Permitted advertising time (excluding channels media own advertising):
• 15% of the broadcasting time of the day
• maximum 12 minutes per hour
The fill of advertising units in the main commercial channels in the first months of 2011 was higher compared to the same period in 2010. Increase in the fill of units was caused by parliamentary elections and political ads.
Media House / Meediauudised
6
Fill of advertising units (2.)
TV
The following table shows the amount of advertising time sold by dayparts . The basis of the calculation is the rule that only 12 minutes of advertising by daypart is legally permitted.*
*NB! Since another rule is that in total 15% of daily airtime may be sold for advertising, 12 minutes per hour is not available in all dayparts during 24h. Therefore in the table the 12 minute rule is applied for time period 4 PM – 1 AM; for daytime zone (6AM – 4PM) 10,8 minutes per hour have been used. According to the above calculation, there should be no advertising during night-time zone (1-6AM) but since there actually is some advertising on air at night, the real fill% in some of the table-slots is even higher.
Media House / Meediauudised
7
TV
Trends: digi-TV era
On July 1st, 2010 the analog broadcasting in Estonia was switched off and replaced with Digital TV.
Digital Television is a modern method of transmitting TV signals based on the newest digital signal processing technology. Unlike analog TV, where a constant video and audio signal are transmitted, in DTV all signals from the TV studio to the viewer are sent in a digitally encoded form. Thus DTV is much more flexible and has numerous important advantages compared to conventional analog television:
•Quality transmission of image and sound – a significantly clearer picture for the lack of static and the characteristic ―shadows‖ and disruptions of analog TV.
•The opportunity to use different qualities of images and screen formats, such as wide screen format, 16:9.
•Large savings on bandwidth — it is possible to transmit 4–5 different TV shows simultaneously in one analog TV channel, plus much more additional information and services such as EPG (Electronic Programme Guide), superteletext, e-commerce, Internet and e-mail, multimedia applications, radio, etc.)
•Mobile reception of programs is possible as well (from moving vehicles).
According to the recommendation of the EC Digital TV should replace analog broadcasting in the whole EU by the end of 2012 latest.
Media House / Meediauudised
8
According to TNS Emor National Readership survey the cover of major print channels in the forth quarter 2010 did not change significantly compared to the third quarter 2010. ―Postimees‖ remains the most popular newspaper (18% cover) during the whole year. ―Õhtuleht‖ has not changed his position in 2010 as well.
The leader by popularity among magazines is ―Kodu&Aed‖ (7% cover). There is a new magazine in TOP 10 – ―Anne&Stiil‖ (4% cover). Previous quater it was on 15th place (3% cover).
Top print media channels
4
4
5
5
5
6
6
6
6
7
COSMOPOLITAN
ANNE&STIIL
KODUTOHTER
NAISTELEHE NIPIRAAMAT
TEHNIKAMAAILM
KODUKIRI
PERE JA KODU
EESTI NAINE
METSALEHT (MAALEHT)
KODU&AED
Magazines TOP 10 Q4 2010
Average cover by issues (%)
TG: 15-74
7
7
7
8
9
9
10
11
15
18
NAISTELEHT
TARGU TALITA (MAALEHT)
STOLITSA
KROONIKA
EESTI PÄEVALEHT
EESTI EKSPRESS
MAALEHT
ARTER (POSTIMEES)
ÕHTULEHT
POSTIMEES
Newspapers TOP 10 Q4 2010
Average cover by issues (%)
TG: 15-74
Media House / Meediauudised
9
News: What does the future hold for print media?
Glossy magazines and top selling newspapers know the power of visual stimulation. A picture tells a thousand words. A great front page image can make or break print media sales. But is the future of print media digital?
New printing techniques revolutionized the industry and gave birth to full page color images in print media, digital content will change the way we read and consume print media in the future.
Digital media will put elements that enrich the reading experience - like rich colour photos that can be enlarged, video, sound, animations and 3D images - at the fingertips of every reader.
Static print will evolve into a customisable visual experience that can be shared, retweeted and bookmarked - a totally involved media experience.
New hand-held portable devices, such as Apple's iPad will put digital media in the hands of avid magazine readers and help them make the switch from print to digital media consumption.
Data sourced from http://www.independent.co.uk/life-style/gadgets-and-tech/news/why-magazines-and-print-media-should-be-excited-about-their-digital-future-1902372.html
Media House / Meediauudised
10
Internet
Top webpages*
The usage of top webpages is decreasing. Exactly one year ago neti.ee was on the top with daily average reach 31,9%, in January 2011 neti.ee reached 27,3% and February 2011 showed only 27,0% of daily average reach.
Comparing to February 2010 main players have not changed. There is only one new portal – publik.ee (instead of rate.ee) in TOP 10.
*TNS Metrix 02.2010, 02.2011 Survey, does not include google.
http://www.socialbakers.com/facebook-statistics/estonia/last-3-months Password 2011 materials
6
7
7
10
11
17
20
20
23
27
publik.ee
elu24.ee
Windows Live Hotmail
ohtuleht.ee
hot.ee
Windows Live Messenger
delfi.ee
postimees.ee
Windows Live
neti.ee
Top 10 internet sites, February 2011
Average daily reach (%)
TG: 6-74
Internet facts 2010:• Internet use 76% or approximately 787 000 persons aged 15-74
• Internet bank use 69% or 718 000 persons aged 15-74 (compared to 46% in 2006)
• Every third person aged 15-74 uses social media every day
• Nowadays the most popular social media is Facebook - 369 860 users in Estonia
• 45% or 461 000 Estonians aged 15-74 made online purchases (compared to 10% in 2006)
• Every fifth person aged 15-74 makes purchases online at least once a month
• Before purchasing 57% or 593 000 Estonians aged 15-74 visited store’s website
• Estonians buy tickets (cinema, conserts), clothes, mobile phones, TV, radio, cameras, home appliances, travel and finance related services
Media House / Meediauudised
11
M-marketing, Radio
Trends in m-marketing: Shoppers using phones to
make buying decisions
Data sourced from ForeSee Results, http://www.foreseeresults.com/news-events/media.shtml
Top radio stations
According to TNS Emor Radio Diary survey, daily average time spent listening to the radio during the last three months was 4 hours 18 minutes which is 15 minutes less than in the third quarter 2010.
The most popular commercial radio station is Sky Plus with 14,1% daily reach. Radio Elmar follows with 12,6%. The 3rd is Russkoje Radio targeting Russian speaking audience in Estonia with daily reach of 9,2%.
Mobile phones are increasingly changing the way people shop, according to ForeSee Results, which conducted a study of nearly 10,000 visitors to the biggest e-commerce sites in the U.S. It found that a total of 11 percent of Web shoppers reported having made a purchase from their phones, compared to only 2 percent a year ago. Users are also tapping into their phones to comparison shop. For instance, 56 percent used them to check prices, and 27 percent used them to read product reviews.
While in physical stores, more than two-thirds of mobile shoppers used their phones to visit the store’s own Web site, and nearly half visited a competitor’s site. Shoppers who were highly satisfied with a retailer's mobile experience were 30% more likely to buy from that retailer both online and offline.
4
4
4
5
6
6
7
9
13
14
Power Hit Radio
Raadio Uuno
Raadio 3
Narodnoje Radio/100FM
Sky Raadio
Raadio Kuku/Tartu Kuku
Star FM
Russkoje Radio
Raadio Elmar
Sky Plus
Top 10 commercial radio channels Q4 2010
Average daily reach (%)
TG: 15-74
Media House / Meediauudised
12
Sources:
TNS EMOR (www.emor.ee)
Advertising Expenditure survey AdEx
TV Audience Meter survey
National Readership survey
Gallup e-ratings
Radio Diary survey
Media channels promo materials
ForeSee Results materials
SocialBarkers materials
Password 2011 materials
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