It ain’t what you view,
it’s the way that you view it…
Competitive Media Reporting
(CMR)
H1 2008 vs. H1 2009
Competitive Media Reporting (CMR)
tracks data across media
•
In Romania, television is the most important entertainment source due to a large number and
variety of channels and a robust cable penetration.
•
Planners and buyers use historical measurements and calculated estimates to select and
negotiate media choices, channels used to increase efficiency;
•
Less audience means less GRP’s to sell, but more ads on air;
•
Media research services is providing consistency for each media;
•
Keeping the track of the data, allow to maintain and update accuracy and represents a
constant topic of attention and often contention.
TV Advertising Evolution
Seasonality
Monthly advertising investments
- built on the average monthly rate card investment
Source: InfoSys (GfK Romania)
Compared with same period of 2008, advertising monthly rate card investments has decreased in the first
half of this year of 2009 with 4.2%.
June is the only month that has recorded an increased, compared with June 2008.
Monthly advertising minutes
Monthly advertising insertions
TV Advertising Evolution
Compared with same period of
2008, advertising insertions has
decreased in the first half of this
year with 4.8%.
March is the only month that has
recorded an increased, compared
with March 2008.
Advertising minutes has decreased
this year, compared with same
period of 2008, with 7.1%.
Source: InfoSys (GfK Romania)
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TV Advertising Evolution
Average advertising minutes per hour on main TV stations
Prime Time
19:00-24:00
Whole day
The legal limit for commercial stations
The legal limit for commercial stations
The legal limit for public stations
The legal limit for public stations
The legal limit for advertising minutes per hour:
-
for commercial stations = 12 minutes/hour
-
for public stations (national television TVR) = 8 minutes/hour
Source: InfoSys (GfK Romania)
Kanal D is the station that had the highest load per hour. In the first half of 2009, Kanal D, has
accumulated over 25.600 minutes of classic ads and solo spots. In April and May, the station’s Prime
Time advertising space has been slightly exceeded the legal parameter.
TV Advertising Evolution
Average advertising minutes per hour on main TV news stations
Whole day
Prime Time
18:00-24:00
The legal limit for commercial stations
The legal limit for commercial stations
The legal limit for public stations
The legal limit for public stations
Source: InfoSys (GfK Romania)
Realitatea TV is the TV station that has the highest load per hour between these category of TV station. In
the first half of 2009, Realitatea TV has accumulated over 23.800 minutes of classic ads and solo spots. Is
followed by Antena 3 with 14.500 minutes.
TV Advertising Evolution
Average audience on main TV stations
Prime Time
19:00-24:00
Rtg.
(%)
Pro Tv is the leading TV stations on audiences
2008
2009
2008
2009
followed by Antena 1. In June 2008, TVR 1 was the
leading TV station during the Prime Time due to
European Football Championship.
Prime Time
18:00-24:00
Rtg.
(%)
Realitatea TV is the leading TV news station on
audiences followed by Antena 3 during the Prime
Time.
Source: InfoSys (GfK Romania)
Target used:
18+ Urban, + guests (TVR1, Realitatea TV, Antena 1, Antena 3, N24)
18-49 Urban, +guests (Pro TV, Prima TV, Kanal D)
Source: InfoSys (GfK Romania)
TV Advertising Evolution
Monthly TV Top 10 audiences
January
April
Target: Ind 4+ (National)
February
May
March
June
Source: InfoSys (GfK Romania)
Questions?
Thank you!
Elena Brisan
[email protected]
Media Strategic Director
www.mediaconsulta.ro