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THE POLISH MEDIA LANDSCAPE

CELINE RENARD, NIKOLA PETROVSKI, TIM WANDERS, ALEXANDER SLOT

GROUP 7

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POLAND

Ancient country Population 38 million Independent in 1918 Poor rural areas Dilapidated infrastructure Significant levels of unemployment (11,8% in 2010) Part of NATO (1999) and European Union (2004) Main religion is Roman Catholic (89,9%)

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ECONOMICAL

Only EU country to have a GDP growth in economic downturn Still lower GDP per capita on average of all EU member States Inflation decrease to 2.6% in 2010 because of the economic downturn

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TOTAL AD SPEND

3,81 billion PLN -> 4.9% increase year-on-year

Online advertising Fastest growing 23,2% each year 593.7 million PLN

TV advertising rising Growing 4,1% each year 2 billion PLN

Newspaper advertising decreases -5.3% to 283.4 million

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MEDIA CONSUMPTION (2009)

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TV AND RADIO SITUATION

Biggest broadcasting market of Eastern/Central Europe

Poland has: 179 TV stations 213 commercial broadcasters 1.305.000 television sets 337,8 televisions per thousand people 3 hours and 42 minutes of TV watching per person per day 4.5 million cable subscribers

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RADIO

80% of Polands population listens to radio More than half of that claim they listen for more than 3 hours a day 225 licensed commercial and private radio stations RADIO RMF FM gains 6% audience share in 8 years Radio is most popular to ages 25-39

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NEWSPAPERS

59 daily newspapers 1,157,000 circulation Reaching 28 people in every 1000

460 non-daily newspapers 963,000 circulation Reaching 23 people in every 1000

Free newspapers popularity increases Metro is now the third most popular daily newspaper

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MAGAZINES

7419 different magazines 1.2 billion copies in circulation Monthly womens magazines are popular Twoj Satyl (13,80%) Claudia (13,45%) Weekly magazines are most popular Tele Tydzien (36.46%) Mens magazines have a small share in total circulation

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OUTDOOR

708 million PLN yearly expenditure 10% of total advertising expenditure

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PRODUC

TSALES

TELECOMM.

ENTERTA

INMENT

FOOD

TRANSPORT

FIN

ANCIAL

INSURANCES

O

THER

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INTERNET

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Average CPC: $0,37 Average CPM: $0,16

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FREE PUBLICITY

Poland is in top 3 countries with highest social media penetration 43% of internet population uses social media Only 15% do not use social media

Free publicity through Facebook pages 18% of Polands population have Facebook 31% of Polands online population have Facebook Over the last 6 months: 1.3 million more Facebook users

Television offers no easy free publicity anymore

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CROSS MEDIA CASES

Agora Newspaper owner Now has shares in or owns newspapers, magazines, radio and online portals.

ITI Holding Television, Entertainment, Internet

RMF FM (Part of Holding FM) Entertainment, Advertising and Technology

Other companies merging cross-media platforms

Cross media is working and necessary

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THE END