zilelebiz 2010: omd / tomas filla
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TV MARKET in CEE region18th November 2010 Bucurest
EE
CZ
PL
LA
LI
CR
BiH
BG
HU
RO
SK
SR
SL
MN
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EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN
Key media
houses in CEE
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No1 position in Czech Republic, Slovakia,
Slovenia, Croatia, Romania and Bulgaria
4 /2010 –sold its operations in Ukraine
CZSK
CR ROSL
BG
CME
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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
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No 1 position in Hungary
Strong position in Croatia
operates mainly in Western Europe
HU
CR
RTL
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EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN
Key CEE countries
overview
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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
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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
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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
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Duopoly situation
Main channels: Prima TV (MTG) a
TV Nova (CME) – 50 %
Full year CPP deals
Non monitored channels - „Price per
spot“
CZECH REPUBLIC
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Media parameters
EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN
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Sources:AGB Nielsen, ATO Mediaresearch, TNS PMT, AGB Arianna, TNS Emor, AGB NMR
AVERAGE TIME SPENT (min. per day)
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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
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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
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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
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SALES POLICY
EE
CZ
PLN
LA
LI
CR
BiH
BL
HU
RO
SK
SR
SL
MN
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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
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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