Media Snapshot - Carat Lithuania

Media Snapshot
Lithuania, November 2014
Autumn has started with growing ad spends
Monthly Gross Ad Spends, EUR
€ 250.000.000
€ 200.000.000
+13%
€ 150.000.000
€ 100.000.000
€ 50.000.000
€-
Y2011-2012
•
•
•
Y2012-2013
Y2013-2014
Gross ad spends increased by +22% in September 2014 comparing
to the same period last year.
September 2013 vs. September 2012 result was +13% growth.
Comparing September 2014 vs August 2014 ad spends have
increased by 27%.
TNS LT data
+22%
Online continues to increase its’ ad spends share
Monthly Gross Ad Spends’ Shares, %
+4,3 p.p.
100%
90%
80%
8,1%
70%
60%
3,8%
50%
40%
Sep-13
Oct-13
Nov-13
Dec-13
TV
•
•
Jan-14
Feb-14
Online Display*
Mar-14
Radio
Apr-14
Print
May-14
OOH
Jun-14
Jul-14
Aug-14
Sep-14
Other
Online* ad spends has increased by 4,3 percentage (share) points in September 2014 comparing
to September 2013.
In September 2014 comparing to August 2014 the investments increased in all mediums: mostly
in Other media (Indoor TV, Cinema and Fillboards) +47% and TV +33%. Growth was also
recorded in Print +18%, Radio +16%, Online 10% and slight +3% increase in OOH.
* Only local Lithuanian Online Display websites are being monitored.
TNS LT data
TV ratings were decreasing comparing to the previous years
Average Monthly All Commercial TV Channels’ Rating, 4+ Audience, %
16,0
-8%
14,0
12,0
10,0
8,0
6,0
4,0
Y2011-2012
•
•
•
Y2012-2013
Y2013-2014
October 2014 TV ratings were -8% lower comparing to the same periods last year.
This was mostly because all MTG group channels (except TV8) ratings have decreased by ~20% in
all time zones. MG Baltic group were stable. Lietuvos ryto TV, LRT televizija and BMA group also
have their ratings decreased, except PBK with 38% growth in PT zone.
Comparing October 2014 vs. September 2014, TV ratings have increased by 6%.
TNS LT data
“The Main Buyer” interest in TV was decreasing as well
Average Monthly All Commercial TV Channels’ Rating, Women 20-50 Audience, %
16,0
14,0
12,0
10,0
8,0
6,0
4,0
Y2011-2012
•
•
•
Y2012-2013
Y2013-2014
Women 20-50 TV ratings were decreasing at a faster pace comparing to the ratings of the general
audience: -13% decrease in October 2014 vs. October 2013.
The main reason was also MTG group where the decrease of ratings was ~26% in all time zones
(TV3 -29%, TV8 -33%). MG group was quite stable (only 2% decrease because of LNK TV ratings
drop of 7%). BMA group was growing TV ratings in this audience (~20% growth).
Comparing October 2014 vs. September 2014 the growth was +3%.
TNS LT data
-13%
Commercial TV groups’ shares were quite stable in October
Monthly Commercial TV Groups’ Shares, 4+ audience, %
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
10%
12%
9%
12%
9%
12%
10%
14%
10%
13%
11%
13%
11%
9%
13%
10%
15%
13%
11%
37%
38%
39%
36%
36%
37%
41%
41%
36%
36%
36%
36%
34%
34%
34%
31%
•
•
10%
12%
10%
13%
39%
38%
39%
40%
40%
29%
30%
32%
33%
32%
40%
32%
MTG
•
14%
10%
14%
MG Baltic
BMA
LRT
Lietuvos ryto TV
TV commercial shares in October 2014 were almost the same as in previous month (only MTG
lost 0,5%).
Comparing October 2014 vs. October 2013 MTG group’s A4+ share has decreased by 13%.
MG Baltic group share grew by 8% in 2014 October comparing to the same period in 2013.
TNS LT data
MTG group: TV3, TV6, TV8, RTR
MG Baltic group: LNK, BTV, TV1, Info TV, Liuks!
BMA group: PBK, NTV, REN
Commercial TV groups’ shares were also quite stable among “The
Main Buyer” audience
Monthly Commercial TV Groups’ Shares, Women 20-50 audience, %
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
7%
9%
7%
9%
7%
9%
7%
9%
7%
9%
8%
9%
8%
7%
10%
8%
12%
7%
10%
12%
7%
11%
7%
10%
7%
10%
36%
37%
37%
34%
37%
37%
39%
39%
41%
39%
41%
41%
40%
45%
44%
45%
46%
42%
42%
43%
40%
37%
36%
37%
39%
39%
39%
MTG
•
•
40%
MG Baltic
BMA
LRT
Lietuvos ryto TV
In October MTG group had a stable share of „The Main Buyer“ audience comparing to
September 2014 but it experienced a 14% decrease comparing October 2014 with the same
period last year.
MG Baltic group has increased such audience share by 12% comparing to October 2013.
TNS LT data
MTG group: TV3, TV6, TV8, RTR
MG Baltic group: LNK, BTV, TV1, Info TV, Liuks!
BMA group: PBK, NTV, REN
Structural change is happening in one of the main TV sales
house since 2015
100%
90%
5%
11%
80%
12%
11%
12%
70%
60%
38%
39%
50%
40%
30%
20%
2014 TV Groups
MTG group: TV3, TV6, TV8, RTR
MG Baltic group: LNK, BTV, TV1, Info TV, Liuks!
BMA group: PBK, NTV, REN
33%
35%
Old groups share
New groups share
2015 TV Groups
MTG group: TV3, TV6, TV8, Lietuvos rytas TV
MG Baltic group: LNK, BTV, TV1, Info TV
BMA group: PBK, NTV, REN
10%
0%
MTG
•
•
MG Baltic
BMA
LRT
Lietuvos ryto TV
MTG group has announced that they will be include Lietuvos rytas TV channel into their sales
packages since 2015 (except sponsorships and non standard ads).
Including Lietuvos rytas TV and excluding RTR channel MTG group would increase it‘s share from
33% to 35% (according to this years TV data).
* Commercial TV share, 4+ Audience, %
TNS LT data, 2014 Jan-Oct
MTG & MG Baltic groups gross rate cards since 2015* (MTG
with Lietuvos rytas TV)
•
•
2014, LTL
2015*, LTL
Diff., %
2014, LTL
2015*, LTL
MT
15
20,72
38,13
DT
22
24,17
PPT
34
PT
NT
MT
14
15,54
11,00
9,86
DT
23
24,86
8,09
37,98
11,71
PPT
34
36,95
8,68
39
41,43
6,23
PT
40
43,85
9,63
36
39,71
10,31
NT
36
37,64
4,56
2014, LTL
2015*, LTL
2014, LTL
2015*, LTL
DT
20
20,72
3,6
DT
16
17,26
7,9
PT
25
27,62
10,5
PT
26
28,31
8,9
2014, LTL
2015*, LTL
DT
19
20,72
9,1
PT
24
27,62
15,1
Diff., %
Diff., %
Diff., %
Diff., %
2014, LTL
2015*, LTL
DT
16
17,26
7,9
PT
26
28,31
8,9
2014, LTL
2015*, LTL
Diff., %
Diff., %
2014, LTL
2015*, LTL
Diff., %
DT
19
20,72
9,1
DT
13,44
17,26
28,5
PT
24
27,62
15,1
PT
33,78
28,31
-16,2
Lietuvos rytas TV rate cards will become the same as TV6 and TV8 (since 2015).
The gross rate cards of Lietuvos rytas will increase by +28,5% in Day Time zone and decrease by
16,2% in Prime Time zone since 2015 (Lietuvos rytas TV 2014 rate cards are weighted according to
the GRP split among time zones).
Official Rate Cards data. *New Gross Rate Cards adjusted from 2014 10 15
Lietuvos rytas since 2015 01 01
Real users’ boom in the local VOD platform “TV3 Play”
Position
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Website
PC Real users, September
2014
delfi.lt
1 113 909
15min.lt
977 151
lrytas.lt
819 474
skelbiu.lt
670 638
plius.lt
608 583
balsas.lt
500 932
vz.lt
459 199
alfa.lt
455 538
autogidas.lt
415 388
draugas.lt
393 128
supermama.lt
391 492
skelbimai.lt
351 140
gismeteo.lt
347 018
tv3play.lt
310 452
118.lt
282 584
Source: gemiusAudience
PC real users, August
2014
1 144 173
998 631
816 702
709 635
641 894
502 245
458 555
448 428
439 324
412 587
419 376
370 134
526 637
182 405
281 584
Change Trend
(%)
-2,65%
↓
-2,15%
↓
0,34%
↑
-5,50%
↓
-5,19%
↓
-0,26%
↓
0,14%
↑
1,59%
↑
-5,45%
↓
-4,72%
↓
-6,65%
↓
-5,13%
↓
-34,11%
↓
70,20%
↑
0,36%
↑
While most of the top
Lithuanian websites
experienced a slowdown,
local VOD platform “TV3
Play” (owned by MTG
group) had a tremendous
real users growth in
September. The main factor
was live FIBA World Cup
2014 streams.
Instagram has started serving ads in the UK with the rest of
Europe expected to follow in the nearest future
With 60m photos posted globally every day and 200m monthly active users,
the Facebook-owned photo sharing app Instagram has finally started serving
ads in the UK, with brands such as Starbucks and Sony Music involved in
the first wave.
Source: Marketing
Contact:
Marius Marčenkovas
Media Director
Dentsu Aegis Network
Email: marius.marcenkovas@dentsuaegis.com
Phone: +370 646 15709