Media Snapshot. Lithuania, March 2015

Transcription

1 Media Snapshot Lithuania, March 2015

2 The beginning of the year was slow as usual but more active comparing to the January Monthly Gross Ad Spends, EUR -45% +26% Y Y Y Gross ad spends decreased significantly by -45% in January 2015 comparing to December However, comparing January 2015 vs January 2014 gross ad spends increased by +26%.

3 Monitored Lithuanian display has lost some of its ad spends share mostly to Print and OOH 100% Monthly Gross Ad Spends Shares, % -1,5 p.p. 90% 80% 70% 60% 50% 7,8% 6,3% 40% Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 TV Online Display* Radio Print OOH Other Online* ad spends has decreased by -1,5 percentage (share) points in January 2015 comparing to January In January 2015 compared to December 2014 expenditures decreased in all mediums: TV -45%, Online -46%, Radio -53%, Print -35%, OOH -11%, Other mediums -43%. * Only local Lithuanian Online Display websites are being monitored.

4 Y2015 continues with decreased commercial TV A4+ ratings comparing to the same period last year 16,0 14,0 12,0 10,0 8,0 6,0 4,0 Average Monthly All Commercial TV Channels Rating, 4+ Audience, % -18% Y Y Y TV ratings have decreased by (-18%) comparing January 2015 to January Also TV ratings were -1% lower comparing February to the previous month.

5 The Main Buyer TV ratings have also decreased but the difference is smaller Average Monthly All Commercial TV Channels Rating, Women Audience, % 16,0-12% 14,0 12,0 10,0 8,0 6,0 4,0 Y Y Y Women TV ratings decrease -12% in February 2015 comparing to same period last year. TV ratings of this audience were also -2% lower in February 2015 compared to January 2015.

6 February was more successful month for MG Baltic and BMA groups in terms of commercial audience shares Monthly Commercial TV Groups Shares, 4+ audience, % 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 10% 11% 11% 13% 15% 13% 10% 10% 10% 10% 9% 13% 13% 9% 10% 11% 14% 14% 12% 13% 13% 13% 36% 37% 41% 41% 39% 38% 39% 40% 40% 39% 38% 34% 34% 34% 31% 29% 30% 32% 33% 32% 33% 34% 14% 15% 44% 45% 42% 40% 45% 40% MTG MG Baltic BMA LRT Lietuvos ryto TV MTG lost 2 p.p. (share points) to MG and BMA groups. MG and BMA shares increased by 1 percentage points each. MTG group: TV3, TV6, TV8, Lietuvos Rytas TV MG Baltic group: LNK, BTV, TV1, Info TV BMA group: PBK, NTV, REN

7 MG Baltic has also caught MTG up in the run for The Main buyer audience 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Monthly Commercial TV Groups Shares, Women audience, % 7% 8% 8% 10% 12% 10% 7% 7% 7% 7% 7% 11% 12% 9% 9% 7% 8% 7% 12% 11% 10% 10% 10% 10% 42% 37% 37% 39% 44% 39% 41% 39% 41% 41% 40% 39% 39% 42% 42% 43% 40% 37% 36% 37% 39% 39% 40% 41% 47% 44% 44% 44% MTG MG Baltic BMA LRT Lietuvos ryto TV MG Baltic has increased its share by +2% and BMA by +1%. Both at the expense of MTG. MTG group: TV3, TV6, TV8, Lietuvos Rytas TV MG Baltic group: LNK, BTV, TV1, Info TV BMA group: PBK, NTV, REN

8 Local TV shows and news attracted most of the viewers Position Broadcast name Broadcast type Channel Average rating, A4+, % 1. VALANDA SU RŪTA LOCAL TALK SHOW LNK 10,5 2. KK2 LOCAL TV SHOW LNK TV3 ŽINIOS LOCAL NEWS TV3 9,7 4. AŠ TIKRAI MYLIU LIETUVĄ LOCAL SPECIAL SERIES TV3 9,5 5. PAKARTOK LOCAL COMEDY SHOW TV3 9,4 6. NUO...IKI LOCAL TV SHOW LNK 9,3 7. LNK ŽINIOS LOCAL NEWS LNK 9,2 8. MONSTERS VS ALIENS MOVIE TV3 8,7 9. KK2 PENKTADIENIS LOCAL TV SHOW LNK 8,6 10. PRIEŠ SROVĘ LOCAL TV SHOW TV3 8,3

9 The Main Buyer TV audience also concentrated on local TV shows and series Position Broadcast name Broadcast type Channel Average rating, W20-50, % 1. PAKARTOK LOCAL HUMOR SHOW TV3 12,2 2. ŠUOLIS LOCAL REALITY SHOW TV MONSTERS VS ALIENS MOVIE TV3 11,7 4. TV3 ŽINIOS LOCAL NEWS TV3 10,5 5. PRIEŠ SROVĘ LOCAL TV SHOW TV3 10,4 6. REZIDENTAI LOCAL TV SERIES TV3 10,4 7. PINOCCHIO MOVIE TV3 10,2 8. FARAI LOCAL DOCUMENTARY SHOW TV3 10,1 9. VIP. ĮŽYMYBIŲ NAUJIENOS LOCAL TV SHOW TV3 10,1 10. X-MEN: THE LAST STAND MOVIE TV3 9,9

10 In Media about Media: TNS LT: only 3% of Lithuanians do not watch television 97,1% of household in Lithuania has 1+ TV device, 32% has two TV devices, and every tenth household has 3 or more TV devices shows TNS LT research. MTG and Tipro group friendship is official Part of Tipro group webpages are already seen as TV3.lt subdomains in the list goes balsas.lt, ekonomika.lt, valstietis.lt, spekuliantai.lt, demotyvacija.lt and sveikata.lt. Finalists of "Brand of the Year" contest have been announced 34 brands were selected to participate in the Brand of the Year finale. Winners and the most effective marketing campaign will be announced in the annual marketing and advertising conference Password Source: vz.lt, Delfi.lt

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