Media Snapshot. Lithuania, April 2016

Transcription

1 Media Snapshot Lithuania, April

2 The beginning of the year for Lithuanian media market was tough as usual Monthly Gross Ad Spends, EUR -7% +15% Y Y2014- Y- Gross ad spends were 7% lower in February comparing to the same period last year but 15% higher comparing to January. TNS LT data

3 In February only local online display kept the same level of gross revenue from advertising while others decreased February vs. February, Gross Ad Spends Change, % 5% 0% 0% -5% -10% -6% -15% -20% -25% -30% -13% -21% -25% TV Local Online Display* Radio Print OOH Gross ad spends were stable in Local Online Display* comparing February to February. They decreased in other media channels: in TV by 6%, in Radio by 13%, in Print by 21%, in OOH by 25%. *Only local Lithuanian websites are being monitored TNS LT data

4 TV ratings decreased in March but they were higher comparing to the same period last year Average Monthly All Commercial TV Channels Rating, 4+ Audience, % 16,0-9% 14,0 12,0 10,0 8,0 6,0 4,0 Y Y2014- Y- Average 4+ TV rating decreased by 9% comparing March to February. The gap from previous year remained positive: average TV rating was 12% higher in March comparing to the same period last year. TNS LT data

5 The Main Buyer TV ratings decreased more significantly but the gap from previous year also remained positive 16,0 14,0 12,0 10,0 8,0 6,0 4,0 Average Monthly All Commercial TV Channels Rating, Women Audience, % -13% Y Y2014- Y- Average Women TV rating decreased by 13% comparing March to February. Negative situation was in most TV channels: TV3 ratings decreased by 20%, TV6 by 13%, Lietuvos rytas TV by 17%, LNK by 10%, TV1 by 14% NTV Mir Lietuva by 20%, Ren Lietuva by 33%. TV8, BTV, Info TV and PBK were stable. Average Women TV rating was 5% higher in March comparing to March. TNS LT data

6 Weekly TV reach decreased in all TV sales houses in comparing to the same period last year Average Weekly TV Sales Houses Reach, 4+ Audience, % 100% 80% 72% 69% 72% 68% 60% 50% 50% 40% 20% 27% 22% 0% Weekly reach of both biggest TV sales houses MTG and MG Baltic is basically equal, covering more than 2/3 of all TV viewers each. LRT, non commercial TV channel, reaches 50% of the total TV population per week. It was also the only one which kept the same reach level as last year while others decreased. MTG group: TV3, TV6, TV8, Lietuvos ryto TV MG Baltic group: LNK, BTV, TV1, Info TV BMA group: PBK, NTV, REN TNS LT data; vs.

7 Similar situation among The Main Buyer audience: reach also decreased, even in LRT Average Weekly TV Sales Houses Reach, W20-50 Audience, % 100% 80% 74% 73% 68% 67% 60% 47% 46% 40% 20% 25% 19% 0% W20-50 weekly reach of both biggest sales houses MTG and MG Baltic is also basically equal, covering more than 2/3 of this audience. LRT is less popular among W20-50 comparing to the general audience and its reach even slightly decreased this year as in other TV groups. MTG group: TV3, TV6, TV8, Lietuvos ryto TV MG Baltic group: LNK, BTV, TV1, Info TV BMA group: PBK, NTV, REN TNS LT data; vs.

8 More red numbers among Top 10 Lithuanian websites in terms of reach in Februrary The number of plius.lt real users increased by 0,78% and Draugas.lt by 3,86% in February comparing to the previous month. Alfa.lt experienced the biggest decline among top 10 sites. gemiusaudience, February

9 Trends: More than 2/3 of US digital display ad spending will be bought programmatically this year Programmatic media buying in US is growing however, the growth is slowing down. The main driver is mobile representing 69% of all programmatic digital display ad spending. More than half of all digital video ad spending in the US will be programmatic in. emarketer.com

10 Facebook has introduced Canvas: A full-screen ad experience for mobile In the end of February Facebook has introduced a new mobile format that takes over a screen after a user clicks on it from the news feed. Once a promo is expanded, it turns into a browsable mini-website where advertisers can use a mix of video, still images, text and call-to-action buttons. This format keeps the entire ad experience inside the controlled confines of Facebook, meaning advertisers need to create content specifically for the social platform. Facebook.com

11 Google no longer shows ads on the right side of its search results pages Since 19 th February ads are only being shown at he top and bottom of the Google search results. However, the number of top ads is increased from three to four if the search query is highly commercial. Such change will bring the desktop experience closer to the mobile experience but will drive up average CPCs as the competition for the top slots increases.

12 Contact: Marius Marčenkovas Media Director Dentsu Aegis Network Phone: