Media Snapshot. Lithuania, December 2014

Transcription

1 Media Snapshot Lithuania, December 2014

2 Ad spends continued to grow fast in Autumn Monthly Gross Ad Spends, EUR +21% % Y Y Y Gross ad spends increased by +21% in October 2014 comparing to the same period last year. Comparing October 2014 vs September 2014 ad spends have increased by 39%. TNS LT data

3 Ad spends share trend: online growth has slowed down while TV share increased impressively 100% Monthly Gross Ad Spends Shares, % +0,6p.p. 90% 80% 70% 6,3% 60% 50% 5,7% 40% Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 TV Online Display* Radio Print OOH Other Online* ad spends has increased by 0,6 percentage (share) points in October 2014 comparing to October Comparing October 2014 to September 2014 advertising expenditures increased in almost every medium. The biggest increase recorded in TV +51% and Radio +24%. Growth was also recorded in Print +12%, other media (Indoor TV, Cinema and Fillboards) +11% and Online +8%. Advertising investments decreased only in OOH by -2%. * Only local Lithuanian Online Display websites are being monitored. TNS LT data

4 TV recovery has not yet happened: TV ratings in November remain lower comparing to the same period last year Average Monthly All Commercial TV Channels Rating, 4+ Audience, % 16,0 14,0-11% 12,0 10,0 8,0 6,0 4,0 Y Y Y TV ratings were -11% lower in November 2014 comparing to November This decline was mainly influenced by TV3 which experienced ~-15% loss in PT and NPT zones. Such loss appeared because ~20% of audience stopped watching movies on TV and most of local shows lost ~-15-20% of 4+ audience. On the other hand, TV ratings were higher by 8% comparing November 2014 vs. previous month. This growth was influenced by all three commercial channel groups: MTG increased TV ratings in PT by +15% and NPT by +26%; MG experienced ratings growth in NPT zone by +17%; BMA increased TV ratings in PT by +16%. TNS LT data *PT Prime Time NPT Non-Prime Time

5 The same situation is with The Main Buyer TV ratings: trend also remains negative 16,0 14,0 12,0 10,0 8,0 6,0 4,0 Average Monthly All Commercial TV Channels Rating, Women Audience, % -14% Y Y Y Comparing November 2014 vs. October 2014 The Main Buyer s interest in TV increased by +9%. BMA increased A4+ ratings in PT zone by +29%. MTG group experienced TV ratings growth by ~+10% in PT and NPT zones. Women TV ratings decreased by -14% in November 2014 comparing to November last year. The main reason why ratings decreased is MTG ratings loss in both, PT and NPT zones by ~-20%. The same reasons as A4+ ratings loss explain Women ratings loss: ~20% of audience stopped watching movies on TV and most of local shows lost ~20% of W20-50 audience. BMA group lost - 15% in PT. LNK ratings decreased by -17% only in NPT zone. TNS LT data *PT Prime Time NPT Non-Prime Time

6 MTG have increased it s share at the expense of the MG group and national broadcaster LRT 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Monthly Commercial TV Groups Shares, 4+ audience, % 9% 9% 10% 10% 11% 11% 13% 15% 13% 10% 10% 10% 10% 12% 12% 14% 13% 13% 9% 10% 11% 14% 14% 12% 13% 13% 38% 39% 36% 36% 37% 41% 41% 39% 38% 39% 40% 40% 39% 36% 36% 36% 34% 34% 34% 31% 29% 30% 32% 33% 32% 33% 39% 33% MTG MG Baltic BMA LRT Lietuvos ryto TV MG group experienced A4+ share loss by -1% because of LNK and BTV decreased share levels. MTG increased it s share by +1% because of mentioned MG share loss. Lietuvos Ryto TV share remained at the same level. MTG group: TV3, TV6, TV8, RTR MG Baltic group: LNK, BTV, TV1, Info TV, Liuks! BMA group: PBK, NTV, REN TNS LT data

7 MTG have taken part of MG share also in The Main Buyer audience Monthly Commercial TV Groups Shares, Women audience, % 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 7% 7% 7% 7% 8% 8% 10% 12% 10% 7% 7% 7% 7% 9% 9% 9% 9% 9% 7% 8% 7% 12% 11% 10% 10% 10% 37% 37% 34% 37% 37% 39% 39% 41% 39% 41% 41% 40% 39% 44% 45% 46% 42% 42% 43% 40% 37% 36% 37% 39% 39% 40% 39% 40% MTG MG Baltic BMA LRT Lietuvos ryto TV In November MG women share decreased by -1%. MTG group increased The Main Buyer s share by 1%. Other channels keeps share quite stable. MTG group: TV3, TV6, TV8, RTR MG Baltic group: LNK, BTV, TV1, Info TV, Liuks! BMA group: PBK, NTV, REN TNS LT data

8 LNK leads in programming among A4+ audience taking top positions with local TV shows Position Broadcast name Broadcast type Channel Average rating A4+, % 1. KK2 PENKTADIENIS Local TV show LNK 10,3 2. VALANDA SU RŪTA Local talk show LNK 10,2 3. LIETUVOS BALSAS Local music show LNK NUO...IKI Local TV show LNK 9,9 5. KK2 Local TV show LNK 9,7 6. LIETUVOS TALENTAI Local music show TV3 9,7 7. BRAVE Movie TV3 9,4 8. LNK ŽINIOS News LNK 9,2 9. PASMERKTI 3 Local TV series TV3 8,7 10. TV3 ŽINIOS News TV3 8,5 TNS LT data

9 TV3 however, does better among The Main Buyer TV audience with movies and local TV series/shows also at the top Position Broadcast name Broadcast type Channel Average rating, W20-50, % 1. BRAVE Movie TV3 13,5 2. PASMERKTI 3 Local TV series TV3 13,2 3. FARAI Local police documentary show TV3 12,3 4. LIETUVOS TALENTAI Local music show TV3 12,1 5. MADAGASCAR 3 Movie TV3 12,1 6. LIETUVOS BALSAS Local music show LNK 11,1 7. OPIUMAS LIAUDŽIAI Local comedy show TV FINDING NEMO Movie TV3 10,4 9. SHREK FOREVER AFTER Movie TV3 10,2 10. THE KARATE KID Movie LNK 10,1 TNS LT data

10 The biggest radio group M-1 has increased their gross rate cards Time zone, duration 2014, EUR EUR Difference, % Morning time, 30s 104, ,1% Time zone, duration 2014, EUR EUR Difference, % Morning time, 30s 52, ,3% Time zone, duration 2014, EUR EUR Difference, % Morning time, 30s 84, ,3% Time zone, duration 2014, EUR EUR Difference, % Morning time, 30s 17, ,8% Time zone, duration 2014, EUR EUR Difference, % Morning time, 30s 9, ,6% New M-1 group gross prices will be applicable from 1 st January Price changes are also in other time zones and spot durations.

11 Advertising in top Lithuanian news portals will also become more expensive in 2015 Main top banner 2014, Main right side banner 2014, Title page 6,37 6,95 9,1% Title page 5,79 6,95 20,0% Whole environment 5,79 6,08 5,0% Whole environment 5,79 6,08 5,0% Main top banner 2014, Main right side banner 2014, Title page 5,79 5,79 0,0% Title page 5,79 5,79 0,0% Whole environment 5,50 5,50 0,0% Whole environment 5,50 5,50 0,0% Main top banner 2014, Main right side banner 2014, Title page 5,79 5,79 0,0% Title page 4,46 4,83 8,1% Whole environment 3,48 3,48 0,0% Whole environment 4,34 4,34 0,0% Delfi.lt 2015 prices has been changed and applicable already since 15 th October min.lt hasn t announced official rate cards for 2015 yet. However they are expected to increase as 15min.lt will be selling only in screen CPMs since 2015.

12 From the local long tail networks price inflation is happening in Adnet Main top banner 2014, Main right side banner 2014, Whole group 2,32 2,32 0,0% Whole group 2,32 2,32 0,0% Main top banner 2014, Main right side banner 2014, Whole group 1,74 2,32 33,3% Whole group 1,74 2,32 33,3% Main top banner 2014, Main right side banner 2014, Whole group 1,45 1,45 0,0% Whole group Adnet 2015 prices has been changed and applicable already since 2 nd September 2014.

13 2 out of 3 online VOD channels are increasing prices for 2015 due to the sold out airtime 1sec CPM gross price 2014, EUR EUR Difference, % Whole environment, RBS 1,45 1,45 0,0% 1sec CPM gross price 2014, EUR EUR Difference, % Whole environment, RBS 1,45 1,45 0,0% 1sec CPM gross price 2014, EUR EUR Difference, % Whole environment, RBS 0,43 0,60 38,0% 1sec CPM gross price 2014, EUR EUR Difference, % Whole environment, RBS 0,55 0,60 8,9% 1sec CPM gross price 2014, EUR EUR Difference, % Whole environment, RBS 0,58 0,58 0,0%

14 Lithuanian people use an average of 2.1 devices connected to the internet each. This has doubled since ,9 1 Consumer Barometer

15 Yet alarm clock is still the most often used smart phone feature in Lithuania Consumer Barometer

16 However, already 19% of Lithuanian smart phone users have used their smart phone during their last purchase journey Consumer Barometer

17 Case study 1: Google search Double display Opel search test in France Methodology Google recommended a double display test as other competitors within their market had implemented this test previously. Within this test, you own the first two positions within the paid search listings. Team wanted to test the success of brand campaigns and measure the impact of leads generated and cost per lead (with a CPL goal in place). Insights & Key Considerations While Double Display drove more clicks it was also more expensive. Leads increased but CPL also increased during the test. Overall 6% clicks and 63% increase in leads with a 200% increase in CPL as a result.

18 Case study 2: Gmail Sponsored Promotions and Chevrolet campaign in US Methodology Gmail Sponsored Promotions allows your brand to connect with consumers through an innovative and engaging ad format designed specifically for Gmail. Your campaign ad is displayed in the users pane, with a teaser placement displayed on the right hand side of the user s you then own 100% SOV when teaser ad is clicked. Insights & Key Considerations For Chevrolet GSP Provided extensive reach with 2.2M impressions, 223K total clicks reaching 1.6M unique users. Additionally, CPC was below Automotive CPC benchmark with an effective CTR of 10.29% (Automotive CTR benchmark %). GSP are designed to reach users not cookies, s or placements unique targeting makes it possible to optimize for a specific audience. Gmail Sponsored Promotions offer the following targeting: Demographic, geographic/language, keyword, interest, domain, product purchase, job or device. *Images from another campaign and for explaining purposes only

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