Media Snapshot. Lithuania, January 2015

Transcription

1 Media Snapshot Lithuania, January 2015

2 Autumn ended with a positive ad spends trend Monthly Gross Ad Spends, EUR +19% % Y Y Y Gross ad spends increased by +19% in November 2014 comparing to the same last year period. Comparing November 2014 vs October 2014 ad spends have increased by 8%.

3 November showed no major changes in ad spends shares situation TV remained the main driver 100% Monthly Gross Ad Spends Shares, % +0,9p.p. 90% 80% 70% 6,3% 60% 50% 5,4% 40% Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 TV Online Display* Radio Print OOH Other Online* ad spends has increased by 0,9 percentage (share) points in November 2014 comparing to November In November 2014 comparing to October 2014 the investments slightly increased in most of the mediums: the biggest growth was in Other media (Cinema +17%,Indoor TV +12%) and TV (+10%). Ad investments decreased in Radio by -6% and OOH by -1%. * Only local Lithuanian Online Display websites are being monitored.

4 2014 December wasn t so successful in terms of TV ratings as 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, % -6% Y Y Y TV ratings were -6% lower in December 2014 comparing to December The main reason is decreasing of MTG (by -10%) and MG (by -7%) TV channel group ratings. However TV ratings were higher by 14% comparing December 2014 vs. previous month. Increase was caused by growth of all three commercial TV channel group ratings. Also it was affected by Christmas holidays.

5 The Main Buyer TV ratings were decreasing at a faster pace comparing to the ratings of the general audience 16,0 14,0 12,0 10,0 8,0 6,0 4,0 Average Monthly All Commercial TV Channels Rating, Women Audience, % -10% Y Y Y Women TV ratings were -10% lower in December 2014 comparing to December Mainly it was caused by decline of TV3 ratings ( -22%).

6 Changes of commercial TV groups shares were quite modest in December 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Monthly Commercial TV Groups Shares, 4+ audience, % 9% 10% 10% 11% 11% 13% 15% 13% 10% 10% 10% 10% 9% 12% 14% 13% 13% 9% 10% 11% 14% 14% 12% 13% 13% 13% 39% 36% 36% 37% 41% 41% 39% 38% 39% 40% 40% 39% 38% 36% 36% 34% 34% 34% 31% 29% 30% 32% 33% 32% 33% 34% 38% 34% MTG MG Baltic BMA LRT Lietuvos ryto TV In 2014 December Commercial TV groups shares were almost the same as previous month MG group is number one. Comparing 2014 December vs December the main players shares have decreased: MTG by -7%, MG group by -2%. MTG group: TV3, TV6, TV8, RTR MG Baltic group: LNK, BTV, TV1, Info TV, Liuks! BMA group: PBK, NTV, REN

7 MTG holds the leader position in The Main Buyer audience 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Monthly Commercial TV Groups Shares, Women audience, % 7% 7% 7% 8% 8% 10% 12% 10% 7% 7% 7% 7% 7% 9% 9% 9% 9% 7% 8% 7% 12% 11% 10% 10% 10% 10% 37% 34% 37% 37% 39% 39% 41% 39% 41% 41% 40% 39% 39% 45% 46% 42% 42% 43% 40% 37% 36% 37% 39% 39% 40% 41% 39% 41% MTG MG Baltic BMA LRT Lietuvos ryto TV MG group has increased Women audience share by 3% comparing to December 2013, however MTG decreased by 11%. MTG group: TV3, TV6, TV8, RTR MG Baltic group: LNK, BTV, TV1, Info TV, Liuks! BMA group: PBK, NTV, REN

8 President s New Year greetings was the most viewed broadcast in December 2014 Position Broadcast name Broadcast type Channel Average rating A4+, % 1. PREZIDENTĖS D. GRYBAUSKAITĖS NAUJAMETIS SVEIKINIMAS Local Special broadcast TV3 12,2 2. HOME ALONE Movie TV3 10,4 3. NAUJAMETINĖ KEITYKLA Local music show TV3 10,3 4. JUBILIEJINĖS AUKSINIO DUETO KALĖDOS Local music show LNK 10,1 5. KK2 PENKTADIENIS Local TV show LNK 10,1 6. HOME ALONE 2. LOST IN NEW YORK Movie TV VALANDA SU RŪTA Local talk show LNK 9,9 8. LIETUVOS BALSAS Local music show LNK 9,7 9. NUO...IKI Local TV show LNK 9,7 10. LIETUVOS TALENTAI Local music show TV3 9,6

9 The Main Buyer TV audience concentrated on movies and local TV series/shows Position Broadcast name Broadcast type Channel Average rating, W20-50, % 1. HOME ALONE 2. LOST IN NEW YORK Movie TV3 14,5 2. BRAVE Movie TV3 13,5 3. PASMERKTI 3 Local TV series TV3 12,7 4. HOME ALONE Movie TV3 12,4 5. MADAGASKAR 3 Movie TV3 12,1 6. FARAI Local police documentary show TV3 12,1 7. PREZIDENTĖS D. GRYBAUSKAITĖS NAUJAMETIS SVEIKINIMAS Local Special broadcast TV HOME ALONE 3 Movie TV3 11,8 9. LIETUVOS TALENTAI Local music show TV3 11,4 10. LIETUVOS BALSAS Local music show LNK 10,5

10 In Media about Media: The older generation are buying more than young people The older consumer generation (50+ years) takes more and more important place. It s time to change old stereotypes that they are less open to innovations, their needs and habits are well established, so it is difficult to persuade them to try something new. November - record month for the largest portals In 2014 November compared to October 2014 the Internet users were more active - as many as 12 sites attracted a record of real users. VZ.lt

11 In Media about Media: The court did not approved broadcast restriction of REN TV Baltic Vilnius Regional Administrative Court rejected the request to limit the broadcasting of the Russian-language TV channel Ren TV Baltic's programs produced outside the European Union. Init customers will need to pay for TV6 and TV8 Since 2015 TV6 and TV8 become paid to the cable TV provider Init customers. Delfi.lt

12 In Media about Media: Lithuanians are watching more TV programs during Christmas & New Year During Christmas and New Year holidays people averaged spent about 5 hours in front of TV while during working day ~ 3 hours. President Dalia Grybauskaite's New Year Greetings received the most interest it was watched by more than one-fifth (20.6 percent) Lithuanian population. No more commercial advertising in LRT Since 2015 year Lithuanian National Radio and Television is financed only from the state budget, so there no longer commercial advertising. Mobile communication brands were the most advertised in 2014 Mobile communication operators made the biggest growth of gross spends in Jan-Sep 2014 their gross spends have increased by 104%. Delfi.lt

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