Annual review of Media Surveys 2013
Advertising monitoring Lithuanian Advertising Market Last year the expenditure of the Lithuanian advertising market amounted to 341.2 million litas. As compared to 2012, the market remained basically unchanged. A slight downward movement of 0.6 percent has been observed. As expected, last year online advertising and cinema advertising experienced the most rapid growth. We are pleased to report that magazine and outdoor billboard advertising has rebounded from the setback. TV and radio advertising budgets remained stable in 2013. Meanwhile press advertising witnessed a slump in volumes. Last year, the greatest impact on the advertising market occurred as a result of the increase in fast loans and chain store advertising and the rise in the supply of services offered by mobile operators. There has also been a significant increase in the advertising budgets of state institutions and EU-sponsored projects. The data of the survey of the major media planning agencies, advertisers, media owners and CEOs conducted by TNS LT in February revealed optimistic forecasts for 2014. The recovering economy, President and EU Parliament elections, introduction of the euro and other state-sponsored projects are expected to attract more adverting funds this year. According to expert predictions, the total advertising market is expected to increase by 7 percent. *inccluding outdoor video and fillboard advertising ** Indoor TV advertising screens at shopping centers 2
TV Audience Survey TV audience surveys are starting to undergo a transition from PictureMatching to AudioMatching channel identification technology. Its key benefit is the opportunity to measure timeshifted viewing and TV content on the internet. Despite internet penetration growth and the migration of the TV content to the internet, TV viewing rates have not declined and even show an upward trend. As a media channel, television exhibits exposure, engagement and effectiveness: The exposure manifests in the increasing number of TV channels, wider range of TV shows and increased opportunities to view TV programs at a time and place convenient to viewers. The distribution of TV content through social networking and traditional media (publications and internet portals follow the stories of people featured on TV shows and discuss the storylines) engages and retains viewers interest even at the times when they are not watching TV. High audience rates, the engagement of different demographic groups and accurate audience surveys are the key factors determining the role of television as an effective media channel. * Measured form 1st of March, 2013. 3
Radio Audience Survey The radio remains one of the most important media platforms with a daily reach of nearly two thirds of the Lithuanian population. Successful integration of internet channels and mobile technology helps the radio not only retain but also increase its competitiveness.. The radio has been globally competing with internet platforms that offer personalized content. However, what gives the radio an unbeatable advantage attracting a wide audience is the fact that this media is able to meet multiple viewers needs at the same time: entertainment, access to news and information and socialization. 4
Readership Survey The sales of print publications in most of the countries remain the major source of revenue for publishers. Speaking of digital press platforms, publishers has succeeded in attracting wide audiences to new websites but the major challenge still remaining is a relatively small level of engagement as compared to the press. Thus the main future task for publishers in developing a business model remains the same: increasing their audience engagement.. In Lithuania, weeklies remain the most popular form of print periodicals having the highest audience reach. However, the year 2013 saw a decrease in the total audience of weeklies, as compared to 2012. The audience reach of daily newspapers has also experienced a decline. In this respect, the audience of monthlies and the audience of publications with less-than-monthly frequency remained stable and did not differ from that of 2012. The readership rates of daily, weekly and monthly periodicals among rural residents were the same as in 2012. Meanwhile, the readership of print publications among urban residents has decreased. Speaking of the readership rates among different age groups, the greatest reach of periodicals was among the Lithuanian residents over the age of 40. 5
Internet Users Survey As of the end of 2013, the internet users made up 74 percent of the Lithuania s population. For the second year in a row, the largest growth of internet usage was among older Lithuanian residents. Social networking websites are becoming an integral part of day-to-day life to an increasing number of internet users in general as well as for older internet users. In 2013 the users of social networking sites accounted for nearly 46 percent of the country s population. Decreasing internet access prices and the development of the internet infrastructure increases a geographical reach of the internet by enabling a greater portion of the country s population to use the internet on a daily basis. As a result, the number of internet users has been growing among the general population who use the internet as a source of information when making day-to-day decisions, e. g. for researching products or services they intend to buy. Based on the insight of the TNS global study Digital Life, the increasing range of information sources available on the internet rivals television and lessens its influence. Although retailers and service providers are increasingly moving sales of products and services into digital enivoroment and a rise in the number of Lithuanian residents recognizing the benefits of online shopping, a greater percentage of the country s residents have reservations towards online shopping and the majority of online shoppers make online purchases on irregular basis. The number of the owners of smart devices has significantly increased as a result of the availability of more affordable devices on the market. However, both in terms of the number of smart phone owners and tablet computer owners, Lithuania is almost one year behind the global trends. 6
TNS Atlas TNS Atlas consumer survey has been conducted in Lithuania since 2007. The objective of the survey is to determine target product consumer groups as well as to collect information about people s purchasing and consuming habits. The survey is conducted once a year in spring (February April). Around 1,800 Lithuanian residents aged 15 74 participate in the survey. The survey consists of questions about consumption of over 90 product groups and 1000 brands as well as product and brand awareness and preferences. The questions cover respondents purchasing and consuming habits, their attitudes towards advertising in media, leisure time, TV channel and radio station awareness as well as their viewing and listening frequency. Consumption of each product or brand, its awareness and preferences may be analysed according to respondents social demographic profiles In autumn 2005, TNS LT conducted the first Semiometrie survey. Since 2006, this survey has been conducted on regular basis once a year (in February, March and April). At least 1000 Lithuanians between the ages of 15 to 74 are surveyed. The main aim of this survey is consumers segmentation by psychographic characteristics. Semiometrie uses a unique measurement tool, a selection of 210 words, which helps go beyond stereotypes, image appeal, consumers clichés and identify subconscious associations. Thanks to Semiometrie we can show what people are like, what they really want, rather than what they would like to look like. Thanks to Semiometrie we can describe not only relevant target groups but also compare different audiences and reveal the differences and similarities of their value profiles. Semiometrie map 7
Communication Monitoring and Analysis TNS LT is monitoring over 1,100 traditional Lithuanian media and social media sources and, in collaboration with Kantar Media and the partners from the Baltic region, reports media information from around the world. Information is presented based on different consumer organizational needs: if the customer finds it sufficient to review media publications early in the morning, he/she receives a TNS LT overview in HTML format; meanwhile, communication specialists constantly monitor information on the internet portal TNS Media Web and receive automatic TNS Operative notifications from the internet as soon as the data is recorded. TNS LT analysts assess press coverage taking into account the frequency and distribution of the information posted, its tone, company s role, visual and graphic material and commentaries of the company s spokespeople. These parameters are linked to audience survey indicators to measure communicative effectiveness index. TNS market research The market research conducted by TNS is usually classified into three groups: Brand and communication; Retail trade and customers Management of stakeholder groups We offer a TNS business solution for each of the groups: Brand and communication: NeedScope TM. Strong brands have some things in common which are not visible to the naked eye. This methodology will assist in understanding and managing emotions. It allows for consistent analysis of consumers and brands in different categories, countries and cultures. NeedScopeTM enables us to make decisions that will help you find new consumers, stimulate innovations, boost the value of existing consumers and provides guidelines for entry into new markets. Retail trade and customers: ConversionModel TM. This methodology is aimed at measuring brand strength. It helps to evaluate the two most important factors that influence brand choice: emotive value (what emotions does the brand evoke) and functional value (such situational factors as price and availability which may have an impact on purchasing decisions). ConversionModelTM allows us to provide thorough insights on the category dynamics and cost structure, identify opportunities helping to attract new consumers and reignite interest of existing ones as well as to optimize their expenses. Management of stakeholder groups: TRI*M TM. Successful companies are good at building and influencing relationships with all stakeholder groups: from employees and customers through to business partners and opinion leaders to general public. TRI*MTM provides a clear tool to measure the strength of these relationships and to make a benchmark analysis with the sector standards. This methodology helps to clearly identify the company s vulnerabilities, opportunities and priority areas of improvement in building relationships with all stakeholder groups most relevant to the company. 8
NeedScope identifying and measuring consumer needs NeedScope methodology is a tool helping to get an insight into both consumer behavior and brand image through a uniform framework and at the same time creating a common work platform for brand management (developing communication for existing brands or for introducing new ones, etc.). Key principles of the NeedScope methodology: Consumer-brand relationship model This model recognizes the fact that there are many layers to consumer needs (functional needs, identity needs and emotive needs) and brand image (functional, social and symbolic).. Psychological model NeedScope uses the psychological model as a theoretical framework to look at consumer needs and brand image(six key motivators are identified. However, they are not incompatible with one another, i. e. the consumer is not always driven by the same needs: the same consumer can be motivated by different needs in different situations or markets). Projective tools NeedScope uses projective photosets/collages to access the emotive layer. Projective tools help to ensure that respondents give honest rather than defensive responses. 9
ConversionModel brand strength measurement 1 Brand strength, growth potential and possible threats 2 Identification of brands that pose threats or have growth potential 3 Defining potential or risky consumer segments 4 Identification of image features and market factors that prevent or limit brand growth Comprehensive approach to factors influencing consumer behavior + ConversionModel - benefits Offers a more accurate picture of real-life consumer behavior and makes it possible to predict business opportunities and threats Tiksliai pamatuoja, kaip iš tiesų elgsis vartotojai Ensures precise measurements on actual consumer behavior Power in the Mind love for the brand Power in the Market market factors A short questionnaire helps collect high-quality and reliable data MARKET SHARE Power in the Mind+Power in the Market correlation with market share: R=0.96* *Source: 37 000 sample, panel research in UK, USA and China 10
Low Low satisfaction, affinity Stated importance High High satisfaction, affinity TRI*M managing relationships with company s major stakeholder groups General Group A Group B 49 60 75 TRI*M index a single number for internal and external comparative analysis and continual monitoring. Low retention, commitment, reputation 40 60 80 100 48 65 70 *given as example High retention, commitment, reputation Europe* TRI*M action matrices* help identify strengths and vulnerabilities, in this way providing an insight where to save and where to invest. Hygienic Payment Senior management Motivators World* Specific business sector* TRI*M typology shows 4 types of groups based on the nature of the relationship with the organization. Mercenaries Residents Sympathisers Apostles Drivers Ambassadors Cooperation within team Immediate management Internal information Professional development Potentials?/Savers? Hidden opportunities Low High Impact on customer retention / employee commitment / reputation Terrorists Detached Rejecters Low loyalty, motivation, competence Hostages Critics Rationals High loyalty, motivation, competence *Examples of optional aspect groups of TRI*M Employee Commitment Survey are givenin the action matrix. 11
Short Glossary of the terms used in the publication Reach TV: number of people, who followed TV channel at least 1 minute per selected period (week, month, year), in thousands or percent. Radio: number of people, who followed radio station at least 15 minutes per selected period (week, month, year), in thousands or percent. Daily Reach TV: number of people, who followed TV channels at least 1 minute per day, in thousands or percent. Radio: number of people, who followed radio station at least 15 minutes per day, in thousands or percent. Share TV: the time of following TV channel, expressed as a percentage of the total following. Radio: the time of following radio station, expressed as a percentage of the total listening time. Rating (cover) TV: average percentage of audience of TV program or time band. Radio: average percentage of audience of radio program or time band. Press: average percentage or readership of one issue. Cover maximum Press: total number or percentage of audience who have chance to read at least one issue. GROSS Income of media channels, calculated according to the official price lists. The data is presented excluding discounts, sponsored advertising, advertising on a basis of a mutual barter exchange of media channels and self-advertising of media channels CPT (cost per thousand) The price for every one thousand people (viewers, readers) reached. (E.g. for 30 sec. TV spot). CPC (cost per capita) Expenditure on advertising (NET), spent per one resident of the country. GRP (Gross Rating Point) Sum of ratings. TRP (Target Rating Point) Sum of ratings of the target group. Unique visitors Number of end user computers during respective period. Communication efficiency index Is a derived value describing the communication value of a analysed object during the said period in terms of number of mentions, prominence factors of media sources (placements in media source, mention in headlines, extent of mentions, role in the article, visual information and representatives commentaries) the averages audience of media sources in which the object was mentioned and tone. The number of reached contacts The number of people who could have seen/heard the mentions of the analysed object. Occurrencies are the number of times on the Evaliant system has encountered a banner ad. NET NET income of media channels, calculated excluding the average volume discounts and agency discounts. The data is presented of NET income of media channels covers all the advertising market. 12