free-tv scandinavia the evolving media house · summary free tv growth - 3.0 free tv 2.0 – proven...
TRANSCRIPT
![Page 1: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/1.jpg)
1
Free-TV Scandinavia
The Evolving Media House
![Page 2: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/2.jpg)
2
Free-TV 1.0 Free-TV 2.0 Free-TV 3.0
Time
Free-TV Scandinavia
Phases of Development
![Page 3: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/3.jpg)
Free-TV 2.0
Channel portfolio strategy
![Page 4: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/4.jpg)
Digitalization More channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratings Lower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
Free-TV 2.0
Media house strategy
![Page 5: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/5.jpg)
Channel penetration
Digitalization More channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratings Lower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
![Page 6: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/6.jpg)
Digitalization More channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratings Lower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
CSOV
0%
20%
40%
60%
80%
Bonnier MTG ProSiebenSat.1
2003 2010
Reach
Source: MMS, CSOV, A15-49 Source: MMS, Average weekly reach, A15-49
SBS
![Page 7: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/7.jpg)
Digitalization More channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratings Lower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
CSOV Reach
Source: TNS TV-panel, A15-49 Source: TNS TV-panel, A15-49, Average weekly reach
Reach
![Page 8: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/8.jpg)
Digitalization More channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratings Lower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
CSOV Reach
Source: MMS, CSOV, A15-49. Source: MMS, Average weekly reach, A15-49.
![Page 9: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/9.jpg)
Digitalization More channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratings Lower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
Source: IRM Media, 1988-2010
41.7%
36.7%
55.7%
26.4%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
TV4 Sweden MTG Sweden
Audience share (15-49)
TV advertising market share
48.7%
26.4%
57.3%
21.8%
0%
10%
20%
30%
40%
50%
60%
70%
TV2 Norway MTG Norway
Audience share (15-49)
TV advertising market share
![Page 10: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/10.jpg)
Digitalization More channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratings Lower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
National Market TRP’s (Index year 2000)
Source: IRM Media, 1988-2010
![Page 11: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/11.jpg)
E.U. average
31.5%
Source: IRM Media, International Markets 2009-2010
Still big growth potential for TV
Scandinavia 5.5bn SEK below E.U. average
TV
sh
are
of
ad
ve
rtis
ing (
%)
![Page 12: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/12.jpg)
12 12
Free-TV 3.0
The next phase of our growth story
Regional
expansion
Combination
effects
Online
growth
![Page 13: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/13.jpg)
Source: Nordicom Mediabarometer 2009, ages 9-79
TV & Radio accounts for 53% of consumption
Only have 21% of advertising spending
Print Television Radio Internet
![Page 14: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/14.jpg)
Regional market a reason for inbalance..
Between 40 - 60% of advertising is local
Regional share of
total advertising
50% 40% 60%
Source: IRM Media, Regional market report, April 2011
![Page 15: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/15.jpg)
TV: 5% of regional market - 30% of national
MTG: 7% of the regional TV market
Total regional advertising Regional TV advertising
Sweden
14 Billion SEK
700 Million SEK
Source: IRM Media, Regional market report, April 2011
![Page 16: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/16.jpg)
Source: IRM Media, Regional market report, April 2011
However, structural changes on Reg. ad markets
Change (%) on Swedish regional market 2006 - 2010
![Page 17: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/17.jpg)
Highest ROI among traditional medias
Better measurability
Lower contact cost
Unprecedented in building brands
TV + Radio set to challenge regional print
Contact
costs Awareness
levels
Purchase
intentions ROI
6x 5x
4x
4,6 1
1 1 3,4
Source: TV Bureau of advertising, US and Thinkbox , UK
![Page 18: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/18.jpg)
VOICES FROM THE MARKET
Magnus Anshelm, CEO IRM (Institute of media and advertising statistics)
Johan Eidmann, CEO and founder Bizkit Media Agency
![Page 19: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/19.jpg)
Improved regional MTG offer
Increased number of regions for TV3 – more relevant and attractive gives high CPT
2012 Today
![Page 20: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/20.jpg)
Improved regional MTG offer
Increased number of regions for TV3 – more relevant and attractive gives high CPT
Use synergies between regional TV3 and MTG Radio sales
2012 Today
![Page 21: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/21.jpg)
Improved regional MTG offer
2012 Today
Increased number of regions for TV3 – more relevant and attractive gives high CPT
Use synergies between regional TV3 and MTG Radio sales
Strong regional MTG offer using strong brands and combination TV+Radio+ Internet
![Page 22: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/22.jpg)
MTG regional media house offer
![Page 23: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/23.jpg)
MTG media consumed throughout the day
Radio dominates day time, TV dominates prime time
![Page 24: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/24.jpg)
![Page 25: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/25.jpg)
![Page 26: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/26.jpg)
Source: MMS Rörliga Siffror 2010:2
Increased TV consumption on line
![Page 27: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/27.jpg)
590 000
unique weekly visitors
TV sites
900 000
weekly video views
370 000
unique weekly visitors
Play sites Radio sites
Source: KIA Index 2011w19 and Omniture statistics 2011w19
Strong MTG online platforms
Over 5.4 million page views each week
![Page 28: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/28.jpg)
Web TV – adding campaign reach, high CPT
From 0 to 274 MSEK in five years…fastest growing media
Source: IRM Media, Swedish ad market 2010 and Advertising forecast May 2011
![Page 29: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/29.jpg)
Summary Free TV growth - 3.0
Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth)
MTG is perfectly positioned to further capitalize on
the ongoing structural changes on the market !
Time for fair TV markets shares - also on regional media market (worth 29 billion SEK)
TV and Radio (& Internet) powerful substitute to regional print (ROI higher, cost lower)
Webb TV advertising fastest growing media !
MTG improves regional “media house concept” – MTG Radio+TV synergies (incl Play) !
![Page 30: Free-TV Scandinavia The Evolving Media House · Summary Free TV growth - 3.0 Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth) MTG is perfectly](https://reader033.vdocuments.site/reader033/viewer/2022050104/5f42e43061d35a57ad6328c5/html5/thumbnails/30.jpg)
MTG = Made to grow
Our simple message…