Media Snapshot. Lithuania, November 2014

Transcription

1 Media Snapshot Lithuania, November 2014

2 Autumn has started with growing ad spends Monthly Gross Ad Spends, EUR +22% % Y Y Y Gross ad spends increased by +22% in September 2014 comparing to the same period last year. September 2013 vs. September 2012 result was +13% growth. Comparing September 2014 vs August 2014 ad spends have increased by 27%. TNS LT data

3 Online continues to increase its ad spends share 100% Monthly Gross Ad Spends Shares, % +4,3 p.p. 90% 80% 70% 8,1% 60% 50% 3,8% 40% Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 TV Online Display* Radio Print OOH Other Online* ad spends has increased by 4,3 percentage (share) points in September 2014 comparing to September In September 2014 comparing to August 2014 the investments increased in all mediums: mostly in Other media (Indoor TV, Cinema and Fillboards) +47% and TV +33%. Growth was also recorded in Print +18%, Radio +16%, Online 10% and slight +3% increase in OOH. * Only local Lithuanian Online Display websites are being monitored. TNS LT data

4 TV ratings were decreasing comparing to the previous years Average Monthly All Commercial TV Channels Rating, 4+ Audience, % 16,0 14,0-8% 12,0 10,0 8,0 6,0 4,0 Y Y Y October 2014 TV ratings were -8% lower comparing to the same periods last year. This was mostly because all MTG group channels (except TV8) ratings have decreased by ~20% in all time zones. MG Baltic group were stable. Lietuvos ryto TV, LRT televizija and BMA group also have their ratings decreased, except PBK with 38% growth in PT zone. Comparing October 2014 vs. September 2014, TV ratings have increased by 6%. TNS LT data

5 The Main Buyer interest in TV was decreasing as well 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 Y Y Women TV ratings were decreasing at a faster pace comparing to the ratings of the general audience: -13% decrease in October 2014 vs. October The main reason was also MTG group where the decrease of ratings was ~26% in all time zones (TV3-29%, TV8-33%). MG group was quite stable (only 2% decrease because of LNK TV ratings drop of 7%). BMA group was growing TV ratings in this audience (~20% growth). Comparing October 2014 vs. September 2014 the growth was +3%. TNS LT data

6 Commercial TV groups shares were quite stable in October 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Monthly Commercial TV Groups Shares, 4+ audience, % 10% 9% 9% 10% 10% 11% 11% 13% 15% 13% 10% 10% 10% 12% 12% 12% 14% 13% 13% 9% 10% 11% 14% 14% 12% 13% 37% 38% 39% 36% 36% 37% 41% 41% 39% 38% 39% 40% 40% 36% 36% 36% 36% 34% 34% 34% 31% 29% 30% 32% 33% 32% 40% 32% MTG MG Baltic BMA LRT Lietuvos ryto TV TV commercial shares in October 2014 were almost the same as in previous month (only MTG lost 0,5%). Comparing October 2014 vs. October 2013 MTG group s A4+ share has decreased by 13%. MG Baltic group share grew by 8% in 2014 October comparing to the same period in TNS LT data MTG group: TV3, TV6, TV8, RTR MG Baltic group: LNK, BTV, TV1, Info TV, Liuks! BMA group: PBK, NTV, REN

7 Commercial TV groups shares were also quite stable among 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% 7% 8% 8% 10% 12% 10% 7% 7% 7% 9% 9% 9% 9% 9% 9% 7% 8% 7% 12% 11% 10% 10% 36% 37% 37% 34% 37% 37% 39% 39% 41% 39% 41% 41% 40% 45% 44% 45% 46% 42% 42% 43% 40% 37% 36% 37% 39% 39% 40% 39% MTG MG Baltic BMA LRT Lietuvos ryto TV In October MTG group had a stable share of The Main Buyer audience comparing to September 2014 but it experienced a 14% decrease comparing October 2014 with the same period last year. MG Baltic group has increased such audience share by 12% comparing to October TNS LT data MTG group: TV3, TV6, TV8, RTR MG Baltic group: LNK, BTV, TV1, Info TV, Liuks! BMA group: PBK, NTV, REN

8 Structural change is happening in one of the main TV sales house since % 90% 80% 70% 60% 50% 40% 30% 20% 10% 5% 11% 11% 12% 12% 39% 38% 33% 35% 2014 TV Groups MTG group: TV3, TV6, TV8, RTR MG Baltic group: LNK, BTV, TV1, Info TV, Liuks! BMA group: PBK, NTV, REN 2015 TV Groups MTG group: TV3, TV6, TV8, Lietuvos rytas TV MG Baltic group: LNK, BTV, TV1, Info TV BMA group: PBK, NTV, REN 0% Old groups share New groups share MTG MG Baltic BMA LRT Lietuvos ryto TV MTG group has announced that they will be include Lietuvos rytas TV channel into their sales packages since 2015 (except sponsorships and non standard ads). Including Lietuvos rytas TV and excluding RTR channel MTG group would increase it s share from 33% to 35% (according to this years TV data). * Commercial TV share, 4+ Audience, % TNS LT data, 2014 Jan-Oct

9 MTG & MG Baltic groups gross rate cards since 2015* (MTG with Lietuvos rytas TV) MT 15 20,72 38,13 DT 22 24,17 9,86 PPT 34 37,98 11,71 PT 39 41,43 6,23 NT 36 39,71 10,31 MT 14 15,54 11,00 DT 23 24,86 8,09 PPT 34 36,95 8,68 PT 40 43,85 9,63 NT 36 37,64 4,56 DT 20 20,72 3,6 PT 25 27,62 10,5 DT 19 20,72 9,1 PT 24 27,62 15,1 DT 19 20,72 9,1 PT 24 27,62 15,1 DT 16 17,26 7,9 PT 26 28,31 8,9 DT 16 17,26 7,9 PT 26 28,31 8,9 DT 13,44 17,26 28,5 PT 33,78 28,31-16,2 Lietuvos rytas TV rate cards will become the same as TV6 and TV8 (since 2015). The gross rate cards of Lietuvos rytas will increase by +28,5% in Day Time zone and decrease by 16,2% in Prime Time zone since 2015 (Lietuvos rytas TV 2014 rate cards are weighted according to the GRP split among time zones). Official Rate Cards data. *New Gross Rate Cards adjusted from Lietuvos rytas since

10 Real users boom in the local VOD platform TV3 Play Position Website PC Real users, September 2014 PC real users, August 2014 Change (%) Trend 1 delfi.lt ,65% 2 15min.lt ,15% 3 lrytas.lt ,34% 4 skelbiu.lt ,50% 5 plius.lt ,19% 6 balsas.lt ,26% 7 vz.lt ,14% 8 alfa.lt ,59% 9 autogidas.lt ,45% 10 draugas.lt ,72% 11 supermama.lt ,65% 12 skelbimai.lt ,13% 13 gismeteo.lt ,11% 14 tv3play.lt ,20% lt ,36% While most of the top Lithuanian websites experienced a slowdown, local VOD platform TV3 Play (owned by MTG group) had a tremendous real users growth in September. The main factor was live FIBA World Cup 2014 streams. Source: gemiusaudience

11 Instagram has started serving ads in the UK with the rest of Europe expected to follow in the nearest future With 60m photos posted globally every day and 200m monthly active users, the Facebook-owned photo sharing app Instagram has finally started serving ads in the UK, with brands such as Starbucks and Sony Music involved in the first wave. Source: Marketing

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