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THE POLISH MEDIA LANDSCAPE
CELINE RENARD, NIKOLA PETROVSKI, TIM WANDERS, ALEXANDER SLOT
GROUP 7
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POLAND
Ancient country Population 38 million Independent in 1918 Poor rural areas Dilapidated infrastructure Significant levels of unemployment (11,8% in 2010) Part of NATO (1999) and European Union (2004) Main religion is Roman Catholic (89,9%)
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ECONOMICAL
Only EU country to have a GDP growth in economic downturn Still lower GDP per capita on average of all EU member States Inflation decrease to 2.6% in 2010 because of the economic downturn
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TOTAL AD SPEND
3,81 billion PLN -> 4.9% increase year-on-year
Online advertising Fastest growing 23,2% each year 593.7 million PLN
TV advertising rising Growing 4,1% each year 2 billion PLN
Newspaper advertising decreases -5.3% to 283.4 million
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MEDIA CONSUMPTION (2009)
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TV AND RADIO SITUATION
Biggest broadcasting market of Eastern/Central Europe
Poland has: 179 TV stations 213 commercial broadcasters 1.305.000 television sets 337,8 televisions per thousand people 3 hours and 42 minutes of TV watching per person per day 4.5 million cable subscribers
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RADIO
80% of Polands population listens to radio More than half of that claim they listen for more than 3 hours a day 225 licensed commercial and private radio stations RADIO RMF FM gains 6% audience share in 8 years Radio is most popular to ages 25-39
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NEWSPAPERS
59 daily newspapers 1,157,000 circulation Reaching 28 people in every 1000
460 non-daily newspapers 963,000 circulation Reaching 23 people in every 1000
Free newspapers popularity increases Metro is now the third most popular daily newspaper
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MAGAZINES
7419 different magazines 1.2 billion copies in circulation Monthly womens magazines are popular Twoj Satyl (13,80%) Claudia (13,45%) Weekly magazines are most popular Tele Tydzien (36.46%) Mens magazines have a small share in total circulation
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OUTDOOR
708 million PLN yearly expenditure 10% of total advertising expenditure
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PRODUC
TSALES
TELECOMM.
ENTERTA
INMENT
FOOD
TRANSPORT
FIN
ANCIAL
INSURANCES
O
THER
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INTERNET
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Average CPC: $0,37 Average CPM: $0,16
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FREE PUBLICITY
Poland is in top 3 countries with highest social media penetration 43% of internet population uses social media Only 15% do not use social media
Free publicity through Facebook pages 18% of Polands population have Facebook 31% of Polands online population have Facebook Over the last 6 months: 1.3 million more Facebook users
Television offers no easy free publicity anymore
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CROSS MEDIA CASES
Agora Newspaper owner Now has shares in or owns newspapers, magazines, radio and online portals.
ITI Holding Television, Entertainment, Internet
RMF FM (Part of Holding FM) Entertainment, Advertising and Technology
Other companies merging cross-media platforms
Cross media is working and necessary
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THE END
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