media landscape

MEDIA LANDSCAPE
YEAR 2014
CONTENT
2
 MEDIA
MARKET AT A GLANCE
 TELEVISION
 PRINT
 RADIO
 OUTDOOR
 CINEMA
 ONLINE
3
MEDIA MARKET
Investments, Trends, General Media Consumption, Main Media Groups
AD SPENDS BY MEDIA TYPE (mln BGN)
4
In terms of Gross spends,
the media market is growing.
TV is the main market driver.
Actual investments in TV are
significantly lower due to the
seasonal promotions,
offering bonus spots or TRPs,
are valid in January and
February.
The gross investments in Print
register a slight increase.
Monitoring data for Radio is
available only for the period
Jan-June 2014.
2010
2011
2012
2013
2014
TV
648
703
801
946
996
PRINT
158
151
151
138
147
RADIO
18
16
6
3
1.6
OOH
30
30
5
n.a.
n.a.
ONLINE
37
43
46
40
41
TOTAL
853
900
963
1 088
1 144
Source: GARB, IAB Bulgaria & Ipsos Bulgaria (excl. Google & Facebook), Agency Estimation 2014
AD SPENDS BY SECTORS (mln BGN)
5
Top 3 sectors in
2014 – Foods,
Cosmetics and
Pharmaceuticals.
In 2014, gross ad
spends increase
by 5% compared
to 2013.
1
2
3
4
5
6
7
8
9
10
Sector
FOODS
COSMETICS
PHARMACEUTICALS
DRINKS
TELECOMMUNICATION
RETAIL OUTLETS
FINANCIAL SERVICES
HOUSEHOLD CHEMISTRY
MOTORING
PUBLISHING
TOP 10
TOTAL
BGN (mln)
169,9
159,7
155,8
122,6
116,6
101,6
76,3
57,2
36,3
33,0
1 028,9
1 144,3
Share
15%
14%
14%
11%
10%
9%
7%
5%
3%
3%
90%
YoY
6%
5%
20%
25%
-26%
23%
20%
-2%
8%
1%
6%
5%
Source: GARB, 2014
MAIN MEDIA GROUPS
6
Nova Broadcasting
Group
bTV Media
Group
TV
RADIO
bTV
bTV Comedy
bTV Cinema
bTV Action
bTV Lady
Ring.TV
Fiesta TV
Cartoon Network
Z-Rock
N-Joy
Classic FM
Jazz FM
Melody
bTV Radio
Fresh
FM Plus
Star FM
ONLINE
btvnews.bg
btv.bg
Ladyzone.bg
zrockbg.com
jazzfmbg.com
Radiofresh.bg
Fmplus.net
Starfm.bg
PRINT
Zhenata Dnes
Nash Dom
New Bulgarian
Media Group
TV
ONLINE
PRINT
TV
ONLINE
Nova TV
Diema
Kino Nova
Diema Family
Nova Sport
Discovery
Channel
TLC
Disney Channel
Network
Fox Life
Fox Crime
Fox
National
Geographic
24 Kitchen
City TV
Novatv.bg
Play.novatv.bg
Diema.bg
Foxlife.bg
Foxcrime.bg
Fox.bg
Eva.bg
Eva
TV7
Super 7
News7
tv7.bg
super7.bg
News7.bg
meridianmatch.
bg
politika.bg
monitor.bg
telegraph.bg
borbabg.com
Abv.bg
Vbox7.com
Sinoptik.bg
Gbg.bg
Sportni.bg
Vesti.bg
Vgames.bg
Pariteni.bg
dariknews.bg
Vmusic.bg
ex.bg
Vcards.bg
gong.bg
Edna.bg
album.bg, log.bg Grabo.bg
vremeto.bg, textove.com
signal.bg, imoti.info
zar.bg, darikfinance.bg
BestDoctors.bg, lev.bg
darikradio.bg, avtomobilni.bg
PRINT
RADIO
Darik
In August 2013, Nova Broadcasting Group, part of the international broadcasting
group MTG, acquired 70% of the merged assets of Darik News and Net Info.
Telegraph
Monitor
Politika
Meridian Mach
Evropost
Borba
MAIN MEDIA GROUPS
7
Bulgaria on Air
TV Channels
Bulgaria on Air
RADIO
Bulgaria on Air
PRINT
Bulgaria on Air
ONLINE
bgonair.bg
autoonair.bg
brandnew.bg
alpharadio.bg
Dnes.bg
Investor.bg
Aha.bg
Tialoto.bg
Teenproblem.net
Start.bg
Blog.bg
Az-jenata.com
Az-deteto.com
Rabota.bg
Imoti.net
Gol.bg
Puls.bg
Snimka.bg
Automedia.bg
In April 2013, Bulgaria On Air acquired 89%
stake in Investor.bg.
Public Media
BSS Media Group
TV Channels
The Voice
PRINT
Novinar
RADIO
ONLINE
TV Channels
RADIO
The Voice
Vitosha
Veselina
Magic FM
Thevoice.bg
Magicfm.bg
Radiovitosha.com
Radioveselina.bg
Novinar.bg
BNT 1
BNT 2
BNT World
BNT Pirin
BNT More
BNT Plovdiv
BNT Sever
Horizont
Hristo Botev
Communicorp
RADIO
ONLINE
BG Radio
Radio 1
Radio 1 Rock
Radio City
NRJ
Veronika
Nova
City.bg
Radio1.bg
Radio1rock.bg
Bgradio.bg
Nrj.bg
Radioveronika.bg
Radionova.bg
ONLINE
bnt.bg
ONLINE
bnr.bg
MAIN MEDIA GROUPS
8
Attica Media
PRINT
PRINT
PRINT
PRINT
PRINT
Elle
NG
NG Kids
Cosmopolitan
Story
Harper’s Bazaar
Bliasak
Men’s Health
Journal za zhenata
Kulinaren zhurnal
Zdraven zhurnal
Moeto dete
24 Chasa
Dneven Trud
168 Chasa
Sedmichen Trud
Vsichko za semejstvoto
GEO
Idealen Dom
Décor
Hobby Fermer
BG Fermer
Vsichko za zhenata
TV Media
Capital Daily
Capital
PC World
Computerworld
Stroitelstvo Gradyt
Network World
Regal
Bakhus
CIO
Medical Digest
AutoBild
BBC Good Food
Znanie
BBC Top Gear
Glamour
Prime Time
Yachting & Lifestyle
Hello!
Playboy
Maxim
Grazia
Forbes
Joy
OK!
Casaviva
ONLINE
Graziaonline.bg
Playboy.bg
Maximonline.bg
ONLINE
ONLINE
Rozali.com
Cosmopolitan.bg
Bliasak.bg
Moetodete.bg
Nationalgeographic.bg
Gotvetesmen.com
In August 2013, Sanoma sells its stake in
Sanoma Bliasak Bulgaria to its joint
venture partner, the Drumev family.
24chasa.bg
Trud.bg
168chasa.bg
Hiclub.bg
Bgfermer.bg
Geo-bg.com
ONLINE
Dnevnik.bg
Capital.bg
Odit.info
Karieri.bg
Pcworld.bg
Regal.bg
Stroitelstvo.info
Cio.bg
Autobild.bg
Goodfood.bg
Topgear.bg
Knowledge.bg
F1racing.bg
Hola.bg
Motorshow.bg
Speed-press.bg
ONLINE
MAIN MEDIA GROUPS
9
ONLINE
ONLINE
ONLINE
ONLINE
ONLINE
dir.bg
Bg-mamma.com
Bb-team.org
Kefche.com
Winner.bg
Dtrailer.com
Sportal.bg
Hotnews.bg
Woman.bg
Profit.bg
Top.bg
Topcars.bg
Bet.bg
Gsm.bg
Poker.bg
Novini.bg
Men.bg
Svejo.net
Termo.bg
Kulinaria.bg
Bulevard.bg
Tuk.bg
Mobility.bg
Hardrware.bg
iNews.bg
Econ.bg
Stat.bg
Sporta.bg
Jenite.bg
Div.bg
FitWell.bg
Izlizam.bg
Sportuvai.bg
Sever.bg
Get.bg
ONLINE
Actualno.com
Expert.bg
Iwoman.bg
Club.bg
Avtora.com
Blvd.bg
Rs-auto.bg
Pharmacy-bg.com
Bgtop40.bg
Mysound.bg
Myhoroscope.bg
ONLINE
OFFRoadBulgaria.com
OFFNews.bg
OFFRoadradiobulgaria.com
10
TELEVISION
Investments, Audience, Top Programs
TV AD SPENDS
2014 (mln BGN)
11
2013
Gross TV ad
spends in year
2014 are 996 mln
BGN (5% growth
compared to
2013).
2014
285
285
260
243
231
220
219
199
Peaks in TV
investments in 4th
and 2nd Qtrs.
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Source: GARB 2013 & 2014
TV AD SPENDS BY SECTORS
2014 (mln BGN)
12
Top sectors in TV
in 2014 are
Foods, Cosmetics
and
Pharmaceuticals.
TV gross spends
increase by 5%
compared to
2013.
1
2
3
4
5
6
7
8
9
10
Sector
FOODS
COSMETICS
PHARMACEUTICALS
DRINKS
TELECOMMUNICATION
RETAIL OUTLETS
FINANCIAL SERVICES
HOUSEHOLD CHEMISTRY
MOTORING
HOBBY. FASHION. SPORT
TOP 10
TOTAL
BGN (mln)
168,3
149,2
137,8
119,4
105,9
88,2
68,7
56,8
27,5
19,9
941,3
995,7
Share
17%
15%
14%
12%
11%
9%
7%
6%
3%
2%
95%
YoY
6%
6%
16%
26%
-25%
24%
21%
-2%
12%
11%
7%
5%
Source: GARB, 2014
TOP 15 ADVERTISERS
2014 (mln BGN)
13
The advertisers in TOP 15
remain almost unchanged
with considerable shifts in
ranking.
Procter & Gamble is top
advertiser for 2014.
The advertisers with the
biggest growth in terms of
gross ad spends & TRPs
30” are Zagorka, Nestle
and Lidl.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Advertiser
PROCTER & GAMBLE
MONDELEZ
NESTLE BLG
VIVACOM
ZAGORKA AD
MTEL
FIKOSOTA SINTEZ
L'OREAL
BEIERSDORF
RECKITT BENCKISER
LIDL BULGARIA
HENKEL
KAMENITZA
BELLA BULGARIA
COCA COLA Co.
TOP 15
TOTAL
TV Ad Spends (BGN)
40 128 733
33 155 968
32 301 536
29 776 176
28 360 544
27 073 426
26 387 997
26 290 782
20 989 171
19 745 907
19 483 410
18 580 043
17 969 214
15 990 099
15 761 019
371 994 026
995 685 995
YoY
-10%
-13%
31%
-49%
84%
23%
20%
2%
9%
-3%
49%
-17%
17%
5%
13%
0%
5%
TRPs All 18+
92 738
65 867
82 127
57 025
60 666
68 130
57 245
59 364
51 506
45 328
42 406
45 136
39 531
37 266
34 169
838 504
2 217 555
YoY
-2%
-15%
40%
24%
78%
42%
18%
2%
19%
-10%
56%
-9%
14%
7%
17%
14%
12%
Source: GARB, 2014
TV AUDIENCE
TG All 18+
14
Higher TV viewership
according to Media Research
compared to GARB (+23
minutes on the average for
2014).
On the contrary, the average
daily reach reported by GARB
is higher (+9% on the average
for 2014) than this reported
by Media Research.
Media Research data show
that smaller number of TV
viewers watch spend larger
amount of time in front of the
TV – smaller overall reach on
TG 18+ and higher average
daily minutes.

Average Daily Minutes by Months

Average Daily Reach by Months
71%÷81%
213÷293
300
240
289 284 277
278
267
293
266
244 235
255 248
233
223
180
100
261
80
240
219 213
205
252
211
262
229
60
191
191÷278
120
81
80
80
78
78
80
71
72
72
71
70
70
74
67
71
67
76
77
78
77
71
73
75
75
67%÷75%
40
20
60
0
0
Jan
Feb
Mar
Apr
2013 GARB
May
Jun
Jul
2014 GARB
Aug
Sep
Oct
Nov
Dec
2014 MediaResearch
Jan
Feb Mar
Reach % GARB
Apr May
Jun
Jul
Reach % GARB
Aug Sept Oct
Nov Dec
0
Reach % Media Research
Source: GARB and Media Research; 2014
TV AUDIENCE
TG All 18+
15

The TV audience curves of
both people-meter systems
show typical behavior with
a distinctive peak during
the evening hours.
Average RTG by Time Slots (main channels & TV groups)
15
14
12
12
The average ratings of bTV
are higher in all time slots
according to GARB. The
average ratings of the
niche channels of BMG and
NBG are higher according
to Media Research.
10
9
8
6
6
4
3
2
0
0
BNT 1
bTV
BMG Niche
Nova
NBG Niche
БНТ 1
bTV
BMG Niche
Нова
NBG Niche
Source: GARB and Media Research; 2014
TV AUDIENCE
TG All 18+
16

According to both
people-meter
agencies the main
channels have higher
audience in working
days although the
total viewership is
higher during the
weekend when the
audience switches to
other (niche)
channels.
Average RTG by Days of Week (main channels & TV groups)
6
6
4
4
2
2
0
0
Monday
Tuesday
BNT 1
Wednesday
bTV
Thursday
BMG Niche
Friday
Nova
Saturday
Sunday
NBG Niche
Monday
Tuesday
БНТ 1
Wednesday
bTV
Thursday
BMG Niche
Friday
Nova
Saturday
Sunday
NBG Niche
Source: GARB and Media Research; 2014
TV STATIONS REACH
TG All 18+
17
TOP 20 TV Channels – Ave Daily Reach

0
40
80
120
160
200
240
bTV
40
80
120
Diema
12,7
Diema Family
12,2
Kino Nova
22,4
20,0
11,3
bTV Action
11,1
bTV Cinema
bTV COMEDY
10,3
Diema Family
17,5
bTV CINEMA
10,0
bTV Comedy
17,4
9,6
18,9
17,5
News7
8,3
13,9
TV Europa
11,8
Discovery Channel
7,3
Discovery Channel
10,5
FOXlife
7,0
National Geographic
10,3
National Geographic
6,5
BNT 2
FOXCRIME
6,2
Planeta TV
10,2
9,9
BNT 2
6,0
FOX Life
9,3
bTV Lady
5,9
bTV Lady
8,6
Bulgaria ON AIR
5,3
FOX Crime
8,0
Planeta TV
5,2
BNT Svyat
7,9
20,0
30,0
40,0
50,0
60,0
70,0
320
36,0
Kino Nova
10,0
280
27,7
bTV ACTION
0,0
240
54,7
TV 7
Diema Family
NEWS 7
200
50,9
BNT 1
25,0
TV Evropa
160
Nova
36,8
TV 7
0
bTV
45,7
BNT 1
Different ranking of
the niche channels.
320
59,8
Nova
bTV, Nova and BNT1
are TOP 3 channels.
280
0
10
20
30
40
50
60
Source: GARB and Media Research; 2014
SOV
TG All 18+
18
The main channels attract 82%
of the TV audience according
to GARB and 77% according
to Media Research. Media
Research reports higher share
of “Other” channels.
bTV has major contribution in
the BMG’s share, while the
audience of Nova and the
niche channels in NBG is almost
equally distributed.
In contrast to GARB,
MediaResearch reports
advantage of NBG over BMG
in terms of SOV.

Other
18,0%
Main TV Groups – Share of Viewing
BNT 1
7,2%
TV 7
3,8%
Other
23,2%
bTV
32,2%
NBG
Niche
15,0%
Nova
18,5%
BMG
Niche
5,5%
BNT1
5,6%
bTV
26,3%
TV 7
3,1%
NBG
Niche
16,1%
Nova
19,8%
BMG
Niche
6,0%
Source: GARB and Media Research; 2014
TOP 20 PROGRAMS
TG All 18+
19
Boxing: Kubrat Pulev vs Wladimir Klitschko
22,0
Kuzey Guney
Football: World Cup 2014 Final
16,0
Merhamet
15,9
Junior Eurovision
15,7
15,5
Mirror World
15,2
The Voice of Bulgaria
Merhamet
15,1
Kuzey Guney
Slavi's Show: Special Concerts
14,5
Mirror World
Junior Eurovision
14,4
Slavi's Show: Special Concerts
Central News
14,4
Bulgaria's Got Talent
Parliamentary Elections 2014
14,0
European elections 2014
Bulgaria's Got Talent
The Comedians
Election 2014: Rearrangement
12,6
Central News
12,4
13,3
Parliamentary Elections 2014
12,4
12,4
BIG BROTHER ALL STARS 2014
12,1
12,4
Parliamentary Elections 2014
11,8
VIP BROTHER 2014
11,6
Citizens in Excess
11,4
Citizens in Excess
11,4
FIFA World Cup Brazil 2014: Opening Ceremony
11,3
10,7
10,4
0
5
10
14,5
12,9
The Comedians
11,4
A Love Story
15,5
14,7
13,4
Pay It Forward
Survivor: Cambodia
17,4
There Is No Such Year 2014
16,3
The Voice of Bulgaria
21,1
FIFA World Cup 2014 Final
16,7
There Is No Such Year 2014
27,3
Boxing: Kubrat Pulev vs Wladimir Klitschko
17,1
15
20
25
30
Election 2014: Rearrangement
11,4
Press Conference GERB
11,2
FIFA World Cup Brazil 2014: Opening Ceremony
11,2
0
5
10
bTV
Nova
BNT1
15
20
25
30
Source: GARB & Media Research; 2014
MAIN TV GROUPS - AUDIENCE PROFILE
20
Both people-meter agencies provide
quite similar data regarding the
audience of the main TV channels
and the family of channels
belonging to BMG and NBG.
bTV attracts a little older and more
female than average audience,
living in towns and villages. BMG’s
niche channels profile complement
bTV reaching a little younger
audience living in Sofia.
Nova and NBG’s niche channels
are more popular for 35-54s,
relatively well-off urban audience.
BNT1 is popular among men 45+.
The channel has a strong position in
Sofia.
bTV Media Group
bTV
BMG NC
BNT 1
Men
Women
4-17
18-34
35-44
45-54
55+
Sofia
City
Town
Village
HH Income
HH Income
HH Income
HH Income
TOTAL
Profile % Profile % Index
46
53
54
47
6
4
15
11
15
12
16
15
48
57
16
18
17
19
38
34
29
30
under 600
53
56
601-1000
30
28
1001-1500
10
8
1500+
7
7
Profile % Index
Men
Women
4-17
18-34
35-44
45-54
55+
Sofia
City
Town
Village
HH Income
HH Income
HH Income
HH Income
under 600
601-1000
1001-1400
1400+
Nova Broadcasting Group
Nova
MTG NC
Index
Profile % Index
Profile
Index
110
42
86
53
108
42
86
46
95
91
58
113
47
92
58
113
54
105
35
4
35
6
53
4
35
12
97
48
13
55
20
84
14
57
18
74
77
12
78
19
120
15
94
19
120
104
16
111
19
131
16
110
15
106
168
54
160
36
105
51
152
36
108
106
15
87
16
92
17
102
16
97
111
16
98
17
104
17
99
18
106
86
41
104
40
103
40
103
37
94
109
28
104
27
99
26
96
29
107
126
56
126
46
104
52
117
48
107
86
28
85
33
101
31
94
31
94
68
9
72
12
95
10
85
13
103
68
7
64
9
86
6
62
9
86
bTV Media Group
bTV
BMG NC
BNT1
TOTAL
Profile % Profile %
Profile
Nova Broadcasting Group
Nova
NBG NC
Index
Profile %
Index
Profile %
Index
Profile %
Index
Profile %
44
55
114
37
76
53
110
40
83
44
Index
91
56
45
87
63
122
47
90
60
116
56
108
8
3
25
5
34
8
61
5
38
14
103
15
9
40
11
49
22
94
15
65
17
76
14
11
77
12
80
19
124
14
91
15
98
15
15
108
13
94
18
123
15
108
15
105
48
61
177
59
171
34
99
51
149
39
114
15
17
105
12
77
17
103
17
103
17
104
17
16
93
16
95
18
107
18
106
18
102
39
40
102
40
103
41
106
39
99
39
100
29
27
98
31
113
24
86
26
96
27
97
41
42
126
47
141
35
104
40
121
37
110
22
22
91
20
82
22
91
23
94
23
94
10
9
76
9
78
11
91
11
94
10
89
8
8
76
6
63
11
108
7
72
10
99
21
PRINT
Investments, Audience, Topics of Interest
PRINT AD SPENDS
2014 (mln BGN)
22
2013
In 2014, the gross
investments in Print
register 6%
growth compared
to 2013.
2014
44,1
40,8
39,1
35,3
29,2
33,1
33,5
29,6
Gross Print ad
spends in 2014
are 147 mln BGN
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Source: GARB, 2014
AD SPENDS BY PRINT TYPE
23
Gross Ad Investments– Mix by Print Type
Monthlies
22,5%
Weekly
Magazines
9,4%
Weekly
Newspapers
7,8%
Other
0,6%
Dailies
59,7%
Gross Ad spends by Print Types
2013
Q3 2014
PRINT
138
147.0
Dailies
76
87.7
Weekly Newspapers
15
11.4
Weekly Magazines
15
13.8
Monthly Magazines
32
33.1
Undefined
1
0.9
Source: GARB, 2014
PRINT AD SPENDS BY SECTORS
2014 (mln BGN)
24
Print investments
grow in most
categories.
TOP sectors –
Publishing and
Pharmaceuticals.
1
2
3
4
5
6
7
8
9
10
Sector
PUBLISHING
PHARMACEUTICALS
RETAIL OUTLETS
MISCELLANEOUS
HOBBY. FASHION. SPORT
COSMETICS
TELECOMMUNICATION
MOTORING
FINANCIAL SERVICES
IMMOVABLES. CONSTRUCTION. REPAIRS
TOP 10
TOTAL
BGN (mln)
30,2
17,9
12,9
11,9
11,5
10,6
10,6
8,7
7,6
5,0
126,9
147,0
Share
21%
12%
9%
8%
8%
7%
7%
6%
5%
3%
86%
YoY
8%
63%
26%
-6%
15%
-6%
-36%
0%
18%
92%
8%
6%
Source: GARB, 2014
DAILY NEWSPAPERS
25
Total reach of the
daily newspapers is
21% (~ 820 000
people aged 18+).
Daily Reach %
24 chasa Or Trud
6.6%
Telegraf
6.1%
24 chasa
4.5%
Standart
Top rated titles –
Telegraph, 24
Chasa and
Standart.
3.2%
Trud
2.5%
7 dni sport
1.5%
Bulgaria Dnes
1.1%
Vseki Den
1.0%
Presa
1.0%
19 minuti
1.0%
Source: TGI Bulgaria Spring 2014
WEEKLY NEWSPAPERS
26
Total reach of the
weekly newspapers
is 18.1% (~ 708
000 people aged
18+).
Top rated titles –
Weekend, Treta
Vyzrast and 168
Chasa.
Weekly Reach %
Weekend
6.8%
Treta vazrast
2.4%
168 chasa
1.5%
Vestnik za doma
1.5%
Show
1.4%
Evrofutbol
1.3%
Shok
1.3%
Lechitel
1.3%
Nad 55
1.2%
Zhivotat Dnes
1.1%
Source: TGI Bulgaria Spring 2014
WEEKLY/ FORTNIGHTLY MAGAZINES
27
Total reach of the
weekly/fortnightly
magazines is 9.2%
(~ 358 000 people
aged 18+).
Weekly Reach %
Zhurnal za zhenata
3.4%
Blyasak
1.8%
Kushta i Gradina
1.8%
Story
1.5%
Kulinaren Jurnal
Top rated titles –
Zhurnal za Zhenata,
Blyasak and Kyshta I
Gradina.
1.2%
Vsichko Za Zhenata
0.8%
Tema
0.7%
Auto Bild
Bravo
Hello! Bulgaria
0.6%
0.4%
0.3%
Source: TGI Bulgaria Spring 2014
MONTHLY MAGAZINES
28
Total reach of the
monthly magazines
is 8.6% (~ 335 000
people aged 18+).
Top rated titles –
Zhenata Dnes,
Grazia and
Cosmopolitan.
Monthly Reach %
Zhenata dnes
1.5%
Grazia
1.4%
Cosmopolitan
1.4%
National Geographic
1.2%
Nash dom
1.0%
Zdraven Zhurnal
0.9%
8
0.9%
Eva
0.8%
Auto Motor und Sport
0.8%
Moda
0.8%
Source: TGI Bulgaria Spring 2014
TOPICS OF INTEREST
29
- Newspapers are top
source for local, national,
foreign news, sport and TV
program details for people
45+. Younger audience (2034 years old) is interested in
jobs/appointments, fashion &
clothes, technology and
education rubrics.
- The topics of interest in
magazines are news,
gossips, health, clothes &
fashion, cooking & recipes
rubrics.
Newspapers
Magazines
National News
European News
Local News
Puzzles/Crosswords
Sport
Women's Pages
Horoscope/Numerology
Medical/Health/Fitness
Relationship/Problem Page
Cooking/Recepies
National News
Women's Pages
European News
Beauty And Hair
Stories and gossips for stars
Medical/Health/Fitness
Clothes/Fashion
Nature And Animals
Local News
Horoscope/Numerology
50%
41%
29%
27%
25%
23%
21%
21%
20%
20%
27%
25%
23%
21%
20%
20%
19%
18%
18%
17%
Source: TGI Bulgaria Spring 2014
30
RADIO
Investments, Audience
RADIO AD SPENDS (mln BGN)
31
2013
There is lack of reliable
data for the radio
market.
In 2013 & H1 2014
only 2 radio stations
are monitored (N-Joy &
Z-Rock) compared to
2012 and 2013 when
the observed number is
6.
2014
1.1
0.9
0.8
0.8
0.8
Not
available
data for Q3
0.6
Radio monitoring is not
available for Q3 2014.
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Source: GARB Jan-June 2014
RADIO AD SPENDS BY SECTORS
H1 2014 (mln BGN)
32
Top advertisers in
the two monitored
radio stations (NJoy & Z-Rock) are
from retail outlets,
telecommunication
and tourism sectors.
The monitoring
data is for H1
2014.
1
2
3
4
5
6
7
8
9
10
Sector
RETAIL OUTLETS
MOTORING
TELECOMMUNICATION
TV & AUDIO. MUSICAL INSTRUMENTS. PHOTOGRAPHY
TOURISM
PHARMACEUTICALS
PUBLISHING
HOBBY. FASHION. SPORT
MISCELLANEOUS
FINANCIAL SERVICES
TOP 10
TOTAL
BGN (mln)
0,47
0,17
0,14
0,11
0,11
0,10
0,08
0,07
0,07
0,07
1,39
1,63
Source: GARB Jan-June 2014
RADIO LISTENING
All 15+
33
Average daily reach
– 65.7%.
Highest average
minutes spent in
listening (ATS) to the
radio are on
Wednesday &
Monday. Average
ATS – 162 minutes.

Average Daily Reach (%)

69.5
Average Minutes Listened (minutes)
170
168
66.9 67.3
65.1
164
65.8
161
159
63.7
62.2
Mon
Tue
Wed
Thu
Fri
Sat
Sun
Mon
Tue
Wed
Thu
157
157
Fri
Sat
Sun
Source: Ipsos, 06.07-02.08.2014
AVERAGE DAILY REACH
All 15+
34
Radio Veselina
12.3
Radio N-Joy
Veselina, N-Joy & Horizont
are TOP 3 radio stations
in terms of average daily
reach for All 15+.
10.7
Horizont
10.2
Radio 1
7.5
Radio Energy
6.0
Darik Radio
5.8
Radio Fresh!
5.3
BG Radio
5.0
Radio Veronika
The public Horizont and
the private Darik are
national general interest
stations.
3.5
Radio Vitosha
3.0
Z-Rock
2.7
Radio City
2.7
Radio FM+
2.3
Radio 1 Rock
2.1
Radio The Voice
1.3
Radio Melody
The rest are music stations
broadcasting different
types of music.
1.1
Hristo Botev
1.1
BTV Radio
0.5
Radio Nova
0.5
Magic FM
0.2
Jazz FM Radio
0.2
Star FM
0.2
Source: Ipsos, 06.07-02.08.2014
35
OOH
Market Trends, Formats
MOST RECALLED OOH TYPES
36
Weekly Reach %
Since 2013 OOH
is not monitored.
No figures for
effectiveness for
OOH are
available on
market.
Advertising on the outside of a bus
43%
Posters in Trading Centre / Supermarket
30%
Advertising outside a taxi
28%
Other advertising inside supermarkets
27%
Large posters on boards at the side of the road / on the side of …
26%
Poster advertising outside supermarkets
23%
Advertising inside a bus
23%
Advertising on supermarket shelves
21%
Other advertising outside supermarkets
20%
Bus Stop/Shelter Advertising
18%
Advertising on large TV screens in shops/shopping centres
Small poster sites on the street
Advertising on supermarket trolleys
Advertising on cash machines/ATMs
Advertising on Fuel Station Dispenser
16%
15%
14%
12%
11%
Source: TGI Bulgaria Spring 2014
MOST RECALLED OOH TYPES
37
Most recalled types of
OOH are:
Transport advertising
-
Advertising at/around the
point of purchase
-
Billboards - the most
traditional and widespread
form on the market
-
Advertising on Street
Furniture – bus shelters, city
lights, columns and pillars
-
38
CINEMA
Audience, Formats
CINEMA VISITS
39
19.2% (749 000
people) have gone to
cinema in the last year.

Cinema Visits (Last 12 months)
YES
19.2%
13.6% have watched 3D
films (71% of cinema
goers).
The cinema-goers are
young people (15-34
years old), living in Sofia
and big cities, with no
personal income (pupils
& students) or average to
high incomes.

Frequency of cinema visits
Light
Users
10%
Less often
Medium
Users
55%
NO
80.8%
Heavy
Users
35%
Once a
month or
more often
Once every
2-3 months
or 2-3 times
a year
Source: TGI Bulgaria Spring 2014
40
ONLINE
Usage, Audience
INTERNET USAGE
41
In 2014, the Internet
penetration reached
69% among
population aged
16+.
90% of the internet
users are regular
users – they are
online more than 3
times a week (TGI
Spring 2014).
Source: Google Survey - Global CCS 2013/2014 / * Eastern Europe: Bulgaria, Croatia, Serbia, Slovenia, Estonia, Latvia, Lithuania
Q6: How often do you access the internet for personal reasons, i.e. all non-business or work related purposes? Please think about your usage habits during the last month.
Base: Local population 16 years or older (Internet usage frequency from several times a day (1) to less than once a month (7))
INTERNET USAGE
42

People most often
go online via
computer (78%) and
11% via mobile
phone.
20% of Internet
users reported
browsing the Internet
and watching TV
simultaneously.
Internet access
Through a
computer
Through a mobile
phone
78.2%
10.6%
Through a digital
TV
2.2%
Through a games
console
0.7%
Through a PDA
0.7%
Another way

Activities while surfing the Internet
Listen to or watch TV
19.6%
Listen to music (excluding
the radio)
10.5%
Chat to friends/family
on mobile phone
10.4%
Send text messages to
friends/family
10.4%
Listen to radio online
4.2%
5.7%
Watch videos/DVDs
2.8%
Listen to the radio (not
via internet)
2.0%
Source: TGI Bulgaria Spring 2014
INTERNET USAGE
43

The Internet users
spend most of their
time online visiting
sites devoted to
news (36%) and
music (35%).
They use Internet for
socializing (calls,
emails, chat),
searching for
information, listening
to music, etc.
Visited sites

Newspapers/News
36%
Telephone calls / Skype
Music/MP3
35%
Searching
Weather Forecasts
34%
Using Email
Other activities
58%
49%
45%
Travel/Holiday
28%
Downloading Music/MP3: Free
21%
Health
27%
Playing games online
20%
Sport
27%
Chat room
19%
Motoring
20%
Watching TV: Free
18%
Magazines
19%
Social Contact Websites
(MySpace, Sibir.bg)
17%
Employment Opportunities
18%
Listening to live radio
A particular television
channel or programme
17%
Online Ordering
15%
13%
Source: TGI Bulgaria Spring 2014
TOP 25 WEBSITES
Monthly Real Users
44
0%
TOP 25 sites represent
approx. 80% of all
monthly monitored
impressions.
The first 3 most visited
sites on monthly basis
are abv.bg (email
service), vbox7.com
(video sharing) and
olx.bg (free
announcements).
10%
abv.bg
vbox7.com
olx.bg
dir.bg
zajenata.bg
bg-mamma.com
framar.bg
pik.bg
blitz.bg
mobile.bg
btv.bg
sinoptik.bg
vesti.bg
bazar.bg
sportal.bg
24chasa.bg
pazaruvaj.com
gbg.bg
dnevnik.bg
novini.bg
dariknews.bg
grabo.bg
dnes.bg
novatv.bg
alo.bg
20%
30%
40%
624
622
614
600
599
594
552
503
476
442
438
426
422
421
415
0
200
400
600
'000 monthly users from all devices
50%
60%
854
796
783
778
749
800
982
962
1 000
70%
80%
1 527
1 020
1 200
90%
1 400
1 600
100%
1 715
1 800
% pages loaded from mobile devices
Source: Gemius, Dec 2014
TOP 25 ONLINE GROUPS
Monthly Real Users
45
Net Info reaches the
largest number of
real online users.
The groups includes
Nova’s sites, the
former NetInfo’s and
DarikWeb’s sites.
NetInfo (Nova Broadcasting Group & Darik Net)
Sportal Media Group
Investor
Allegrogroup
Rezon Media Group
Top Media Group
Net Entertainment Group
bTV Media Group
Dir.bg
Insert.bg
3Bay.bg
pik.bg
blitz.bg
Newspaper Group Bulgaria
Economedia
Sanoma Blyasak Bulgaria
Offmedia
Xenium
VsichkiOferti
alo.bg
71.2%
37.8%
34.0%
30.1%
29.7%
27.1%
24.4%
23.9%
22.6%
19.3%
18.5%
18.0%
17.9%
17.4%
17.2%
15.5%
12.2%
11.8%
11.1%
9.6%
Source: Gemius, Sept 2014
CONSUMPTION PATTERNS
THE MOBILE DEVICES GENERATE
46
Smartphones primarily used at
least once a day for checking
emails (91%) and text
messaging (90%).
Male consumers use
smartphones at a significantly
higher frequency than female
consumers (72% vs. 54%).
Higher income leads to lower
mobile devices usage.
Tablets are complementary to
smartphones.
89% of mobile consumption
happens via mobile apps
rather than mobile web
browsing.
Source:
CONSUMPTION PATTERNS
THE MOBILE DEVICES GENERATE
47
Smartphone users
are multi-tasking
their media with
81% using their
phone while doing
other things such
as watching TV
(32%), listening to
music (51%), etc.
Source:
INTRENET AD MARKET 2014
TOP 20 CATEGORIES
48
In terms of paid
online advertising the
TOP categories are
Online stores,
Financial services
and
Telecommunication.
About 20% in online
advertising is selfpromotion.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Category
Publishing, TV, Media
Online stores
Finance services
Telecommunication
Hobby, Free time, Cafeteria and Restaurants
Retail
Automotor
Insurance
Business goods and services
Pharmaceuticals, Supplements, Optics
Tourism
Real estate
Work and education
Drinks
Government and politics
Charity
Cosmetics
Foods
Transport
Agro culture
Other
TOP 20
TOTAL
Share
20%
14%
7%
7%
6%
6%
6%
3%
3%
3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
1%
6%
94%
Total Registers
2,919,929
2,057,144
1,111,184
994,011
897,701
882,413
843,192
462,665
430,033
429,459
428,113
420,764
382,559
369,256
298,898
259,266
256,650
232,549
226,004
212,326
832,477
14,114,116
Premium
1%
5%
75%
98%
21%
20%
93%
100%
49%
63%
13%
80%
40%
98%
78%
3%
99%
100%
52%
96%
74%
42%
Performance
14%
87%
25%
2%
73%
80%
7%
0%
45%
37%
76%
20%
49%
2%
19%
86%
1%
0%
15%
4%
24%
37%
Selfpromo
85%
9%
14,946,593
44%
36%
20%
5%
1%
6%
11%
12%
3%
10%
32%
0%
2%
21%
Advertisers
181
244
83
25
245
58
125
26
183
83
148
117
171
50
132
26
32
39
26
46
288
2,040
2,328
Brands
340
274
157
52
265
60
142
39
196
161
159
122
185
73
148
31
76
59
28
61
307
2,628
2,935
Source: WNA
Campaigns
1,243
1,039
344
238
718
574
369
74
322
235
337
183
286
147
217
69
156
99
47
150
561
6,847
7,408
INTRENET AD MARKET 2014
TOP 20 ADVERTISERS
49
In terms of paid
online advertising the
TOP advertisers are
Pharma Online, LIDL,
A.F.S., Victoria
Insurance,
Technopolis and
Mtel. About 35% in
online advertising is
self-promotion of
media.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Advertiser
Pharma Online
Lidl
Investor BG
IA Focus
Net Info (incl. NBG and Darik)
Economedia
A.F.S. Ltd
Victoria Insurance
Technopolis
Mtel
Telenor
Blizoo
VivaCom
bTV Media Group
Credissimo
Zemoda
Raiffeisenbank
Allegro Group
SG Expressbank
SBB Media
Other (~2200 Advertisers)
TOP 20
TOTAL
Share
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
71%
29%
Total Registers
367,172
354,183
329,774
320,548
314,232
267,754
257,118
217,216
216,457
203,937
192,061
184,627
179,677
169,464
150,286
132,537
129,932
115,394
110,864
108,230
10,625,130
4,321,463
14,946,593
Premium
Performance Selfpromo
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
51%
28%
36%
37%
100%
14%
35%
44%
36%
20%
Brands
1
1
12
2
29
14
4
6
1
10
10
1
12
19
1
1
5
3
7
19
2,795
158
2,953
Campaigns
20
159
46
7
211
113
9
18
100
61
32
8
69
59
8
23
12
36
23
115
6,279
1,129
7,408
Source: WNA
WEB SEARCH Jan-Dec 2014
50
97.8% of the
internet users in
Bulgaria use
Google as a Search
Engine.

TOP

Rising
Search engine
usage is the second
most popular digital
activity in Bulgaria.
Source: Gemius; Google Trends Jan-Dec 2014
NEWS SEARCH Jan-Dec 2014
51

TOP

Rising
Source: Google Trends Jan-Dec 2014
YOUTUBE SEARCH Jan-Dec 2014
52

TOP

Rising
Source: Google Trends Jan-Dec 2014
IMAGE SEARCH Jan-Dec 2014
53

TOP

Rising
Source: Google Trends Jan-Dec 2014
FACEBOOK USERS
54

Socio-demographic Profile
Facebook’s registered
users (All 13+) are 3
milion. 28% of them
(840 000) live in Sofia.
There are 49% male
users and 51% female
Facebook users in
Bulgaria.
The largest age group
is currently 25-34.
Source: Facebook, Dec 2014
FACEBOOK TRENDS
55
Source: Socialbakers, Sept 2014
SOME FACTS
56
Official launch
of the Bulgarian
domain on the
March, 18th.
2
100
500
1 billion
6 billion
YouTube is the SECOND LARGEST SEARCH ENGINE in the world
100 HOURS of video are UPLOADED to YouTube EVERY MINUTE
500 YEARS of videos are WATCHED on YouTube DAILY
Over 1 BILLION UNIQUE USERS visit YouTube MONTHLY
Over 6 BILLION HOURS of video are WATCHED on YouTube MONTHLY
Source: YouTube Launch presentation
THE BENEFITS
57
YouTube advertising
is effective and
engaging - people
choose which ads
they want to see. If
they are not
interested, they can
simply skip it.

The advertiser is
only charged for
what the users
choose to watch.



No hosting fees for your video creative. Just upload your video on
YT!
Advertising formats respect the user and encourage engagement:
Click-to-play or skippable ads.
Advertising formats count as YT views: As users choose to watch the
ad, they count like organic views.
Payment if the user chooses to watch the video ads. The price for
each view is based on completion for your targeting and the quality
of the ad. If users chose to skip the ad or not play it, the advertiser is
not charged.
Source: YouTube Launch presentation
FORMATS
58
TrueView In-stream:
Ad plays for 5
seconds, then viewers
can choose to skip or
watch the ad to the
end; Pay per View
TrueView In-Display:
Viewers see the ad as
they are searching for
or watching relevant
videos on YT or as
they browse relevant
sites across GDN; Cost
per Click
Source: YouTube Launch presentation
ABOUT MEDIA CLUB
59
We at Media Club believe firmly that relevant data and audience insights are at
the heart of every successful client campaign. That is why we use media and market
research on a daily basis and constantly seek to expand our access to research
through strategic partnerships in Bulgaria and abroad.
We know the media landscape and media consumption habits of audiences, and we
help our clients use this information to shape effective and efficient media
campaigns. Through well targeted, multi-channel communication strategies, we help
our clients reach customers with the right message in the right place at the right time.
For more information: http://www.mediaclub-bg.com/