Download - ZileleBiz 2010: OMD / Tomas Filla
TV MARKET in CEE region18th November 2010 Bucurest
EE
CZ
PL
LA
LI
CR
BiH
BG
HU
RO
SK
SR
SL
MN
EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN
Key media
houses in CEE
No1 position in Czech Republic, Slovakia,
Slovenia, Croatia, Romania and Bulgaria
4 /2010 –sold its operations in Ukraine
CZSK
CR ROSL
BG
CME
strong position in Czech republic,
Baltics and Bulgaria
No1 position in Latvia and Lithuania
Content cooperation with TV JOJ (SK)
MTG
EE
LA
LI
CZ
HU
SL
BL
No 1 position in Hungary
Strong position in Croatia
operates mainly in Western Europe
HU
CR
RTL
EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN
Key CEE countries
overview
Main channels: TVP, Polsat, TVN (more
than 65% of the market)
Over 80 TV channels in polish
GRP packages / CPP guarantee
Ratecard – in case of high sold out ratio
POLAND
More players with high market share
– PRO TV, Antena 1, Realitatea TV,
TVR1, KanalD, Antena 3
Highest share of media investements
into TV - 65%
CPP guarantees on Full Year volume
ROMANIA
Main channels: RTL Klub a TV2
(ProSiebenSat) – 40%
Other channels 60% - CPP guarantees
Exception:
RTL - SAP – „Station Average Price“
(price is calculated according to actual supply
and demand)
HUNGARY
Duopoly situation
Main channels: Prima TV (MTG) a
TV Nova (CME) – 50 %
Full year CPP deals
Non monitored channels - „Price per
spot“
CZECH REPUBLIC
Media parameters
EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN
Sources:AGB Nielsen, ATO Mediaresearch, TNS PMT, AGB Arianna, TNS Emor, AGB NMR
AVERAGE TIME SPENT (min. per day)
Peoplemeter research – available in most
of CEE markets
Electronic measurment of audience –
panel of housholds, which mirror social and
demographic structure of inhabitants
Providers - Kantar Media, Gfk, AGB
Nielsen, Mediaresearch
MONITORING
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Jan
/04
Mar
/04
May
/04
Jul/
04
Sep
/04
No
v/0
4
Jan
/05
Mar
/05
May
/05
Jul/
05
Sep
/05
No
v/0
5
Jan
/06
Mar
/06
May
/06
Jul/
06
Sep
/06
No
v/0
6
Jan
/07
Mar
/07
May
/07
Jul/
07
Sep
/07
No
v/0
7
Jan
/08
Mar
/08
May
/08
Jul/
08
Sep
/08
No
v/0
8
Jan
/09
Mar
/09
May
/09
Jul/
09
Sep
/09
No
v/0
9
Jan
/10
Mar
/10
May
/10
Jul/
10
ČT1
ČT2
NOVA
Prima
TVP1
TVP2
Polsat
TVN
TV2
RTL KLUB
Source: Mediaresearch ATO, AGB, AGB Nielsen
AVERAGE RATINGS
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6
% s
ello
ut
months
Poland Hungary Czech Republic Slovakia
2009 2010 PL: TVP1 a TVP2 –
160 minutes – day
limit; Polsat i TVN –
216 minutes day
limit
CZ: Nova+ Prima-
288 minutes day
limit
HU: public station:
144 minutes day
limit, commercial
station: 288
minutes day limit
SK: TV Markiza +
TV JOJ 288 minutes
day limit; STV 144
minutes day limit
Source: Mediaresearch ATO, AGB, AGB Nielsen
SOLD OUT RATIO
SALES POLICY
EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN
Guaranteed yearly CPP / volume – majority of CEE markets
SAP in Hungary
RBS – MTG
Discounts for early signed commitments/ guarantees
Discount incentives during the year – low season
Advantageous conditions for investments into other media
channels within one supllier
Greater opportunities in sponsorship and product placement
SALES POLICY PRINCIPLES
Growing sold out ratio of main/key TV chanells
Niche chanells are gaining their
New small thematic chanells entering markets
Low investements into content
Duopoly situation on many CEE markets
Untransparent sales policy
CONCLUSION