media and advertising market in...
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MEDIA AND ADVERTISING MARKET IN MACEDONIA By Aleksandra Dukovska Hubert Humphrey Fellow
08/23/2010
What makes possible to develop media market in Macedonia?
Constitution provides freedom of the press and speech Generally respected by government
Law prohibits hate speech
Democratization of media environment after 1995 Print media pay 5% VAT instead of 18%
Orientation towards market economy
General findings from watchdog interna;onal organiza;ons
Media operated in a poor economy Broadcasting market is overcrowded
The tax code does not differentiate broadcast media from other business
Management skills are at low level
Rating system is under constant dispute
Where to be seen, read & heard?
57 private local and regional TV stations
70 independent radio stations
Big number of newspapers ( Daily, Weekly, Magazines)
WAZ Media Group from Germany bought shares in “Dnevnik”, “Utrinski Vesnik” and “Vest” in 2003
Largest TV – channels, news shows, airing ;me, reach and online presence:
A1 (private, national coverage, news/ telenovelas/ sports/ entertainment shows A1 TV News, 7 pm, 57,13% Web page with Site Meter A1
Sitel TV( private, national coverage, news/ telenovelas /sports /entertainment shows Sitel TV News, 6 pm, 42, 09%
Kanal 5 TV ( private, national coverage, news/ telenovelas/ sports Kanal 5 TV News, 5 pm, 31, 45%
Internet and broadband penetra;on
Internet: 50%
Broadband: 34%
Over 900,000 Internet users ( 44% of the population)
Over 700,000 FACEBOOK users ( 35% of the population)
Nationwide Wi-Fi for Macedonia - the largest hotzone/Wi-Fi cloud in the world At 1,000+ square miles
Advertising market
Estimated advertising market between 30 and 35 million Euros
Marketing is one of the basic source for financing the private media
TV advertising share 18 million Euros in 2009
Print advertising share 7 million Euros
Outdoor advertising share 4 million Euros
Internet advertising share around 1 million Euros
Print Top advertisers 2008-2009-2010
Top adver;sers for 2008, 2009, 2010 Without free adver;sement on A1 TV, the top adver;sers are: Banks, Car importers, Telecommunica;on Companies
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TOP 25 advertiser 2008
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Vo 2008 imalo izbori i vo prvite 5 meseci top advertiseri se politicki partii i Vlada.Vo top 25 advertiseri koi zemaat 47% od vkupnite investicii "nema" besplatni advertiseri
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Top advertiseri YEAR 2009
YEAR 2009
Vo 2009 imalo pretsedatelski izbori i vo prvite 5 meseci top advertiser e i Gorge IvanovVo top 25 advertiseri koi zemaat 39% od vkupnite investicii besplatni advertiseri se Hedis i FON koi se 9%
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Top advertiseri YEAR 2010Vo 2010 total invstment e 6.7 milion euroVo top 25 advertiseri investirani se 37% , megu koi se i mnogu besplatni advertiseri (Evropski, Hedis, A1 TV, AB kanal, Fon, Hot-‐Hot ) i zazemaat 21% od investiciite
TV Top advertisers January – May 2008-2009-2010
Client COSMOFON was rebranded in ONE –Telecom Slovenia Group and that is the biggest investment in2010
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Year 2008
Year 2009
Year 2010
Expectations
Establishing of clear media and market game rules
Entrance of media corporations in the market ( FOX, Turner )
THANK YOU
References:
1. http://www.state.gov/g/drl/rls/hrrpt/2009/eur/136044.htm
2. http://www.irex.org/programs/msi_eur/2008/macedonia.asp
3. “Advertising in TV and Print” –PP Presentation Vlatko Kazandziski, Media Director, New Moment New Ideas Company
4. PR_guide Template for SF Macedonia, Branka Bugariska, PR Director, New Moment New Ideas Company 2010