According to estimates by Polish media house SMG increase in advertising expenditure net on the Polish market in the last quarter amounted to 53 million zł – from 1,668 billion to 1,721 billion zł zł. – The fact that largely affects the good macroeconomic situation, falling unemployment, stable prices and rising rates of consumer confidence – lists Peter Heel, CEO of SMG Poland. – We are seeing an increase in domestic demand, which is immediately used by producers to more actively fight for the consumer’s attention and sell their products. Clearly you can see it in the behavior of sectors such as trade (an increase of 17.8 per cent.), Food (17.8 percent.) And beverages and spirits (by 25.8 percent). – He added.
After more than 5 percent. increased advertising expenditure on the radio and on the Internet (exactly 8.2 and 7.3 per cent.), and with less than 5 percent. – OOH (by 4.4 per cent.), In cinemas (3.5 percent.) And television (2.7 percent.). Declines occurred while in the press: in magazines by 8.3 per cent., And in newspapers by 14.5 percent.
Investment advertising on television increased annually by 24.1 million zł, while spending on commercials increased by 28.4 million zł (ie 3.6 per cent.), And on sponsorship and product placement decreased by 2, 5 million zł (3.3 per cent. down).
expenditures on TV advertising increased nine sectors – the most trade (16.7 million zł, or 21.7 per cent.) and vividness (16 6 million zł, 10.9 percent.).
the four largest channels (TVP1, TVP 2, TVN and Polsat) reached a total of nearly 8 million zł more advertising revenue (1.5 percent. up) while in recent years, recorded systematically decreases. Only the sale of advertising time on spots grossed about 13.1 million zł more (3 per cent. Up), which consisted of large increases Polsat (5.6 million zł) and TVN (3.2 million zł) and smaller TVP1 (2.4 million zł) and TVP2 (1.9 million zł).
revenue thematic channels increased by 16.4 million zł (or 4.5 percent). In the case of broadcast digital terrestrial television (there are 19), the increase was 6.6 per cent., And those present only in the cable and satellite – about 2.7 percent. The former have already been placed 46 percent. all expenditures on thematic channels.
– The growth in linear television (2.7 percent.) for the first time in a long time is lower than the growth of the entire market. For me it’s the first swallow confirming that the shift of investments towards online video (an increase of 35 percent.) Becomes a reality. In younger age groups the average time watching TV linear steadily falling, and in the group millenialsów daily ranges generated by Facebook and YouTube compete with the most popular TV channels – Peter describes Piętka.
– I think that in the segment of online video is to be expected strategically important action by online publishers and broadcasters. The more that online video becomes available in the form of purchasing automatic (Programmatic buying). This will allow the achievement of superior results in getting to the correct recipient. I believe that change is also testing telemetry, but in this formula, which takes into account the phenomenon of wieloekranowości (multiscreen) and not the location of the device telemetry – predicts Piętka.
The head of SMG Poland also draws attention to the impact of the so-called. large media law on the television advertising market. – In our view, there is some danger of reinforcing the tendency to reduce advertising time in the national media in the event of changes in the way they are subsidizing citizens. Indeed, this would be the best news for the commercial media that could afford an immediate increase in tariffs – says.
On the radio advertising investments increased seven industries, most trade (7.7 million zł, or 16.9 percent.). The increases also recorded the telecommunications sector (4.8 million zł, which is up 74 per cent.), Who moved to the radio part of the budgets of television and the Internet.
– Maintaining strong growth from the previous year proves indisputably the that the demand for radio advertising is strong. Stations simply struggling with insufficient inventory. It creates inflationary pressure, and resulting in increases in tariffs, which in the first quarter put both RMF FM and Eurozet – analyzes SMG Poland.
In the segment of outdoor advertising spending on traditional advertising outdoor advertising grew by 4.4 percent. , and taking into account transit – by 5.9 percent. Expenditures increased twelve sectors, a total of 10.7 million zł. The largest increase in reported food industry – about 4.6 million zł, or 73.5 percent.
Investment in cinema advertising increased ten sectors, a total of nearly 4.9 million zł. The biggest increases in this volume were industries of beverages, telecommunications and the automotive industry.
On the other hand, in magazines advertising investment declined by 8.3 per cent., Which is much less than in the corresponding period last year (Down 14.7) and 2014 year (17.2 percent.), Which may indicate a slowdown in decline. In the last quarter the strongest spending limited sectors: automotive, finance (about 1 million zł, or 35.1 per cent.) And others.
Newspaper lost annually 8.4 million zł advertising revenue (14, 5 per cent. down). Their investments decreased thirteen sectors, most industry referred to as the other, which contributed to declines in the following categories: education, business services, and construction materials, amounting to a total of 4.2 million zł, or 21.7 percent.
As a result, in the last quarter, the shares fell press advertising and, marginally, television advertising. The share of cinema advertising remained at last year’s level, while the increases in the share of reported Internet advertising, radio and outdoor advertising.
Learn more: advertising expenditures, advertising market, television advertising, advertising Internet, radio advertising, press advertising, outdoor advertising, cinema advertising, video advertising, mobile advertising, the financial industry, pharmaceutical industry, SMG, Piotr Piętka
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