TV Market in 2013
January
1
TV Market Overview
Key points:
 Sold-out – In January 2013 Sold-out was different for Big Alliance and 1+1 Group
– In January all SH of Big alliance showed sold-out in range 26-38% while Sold-out on 1+1 Group and MIS was
extremely high.
 Jan’13 vs Jan’12: Market fall by 38% in term of WTRP’s
–
–
–
–
13 out of TOP-20 Categories showed decline
Pharma, Hygiene, Hot Beverages and Telecom showed the highest drop
Procter&Gamble decreased by eight times and lost 14 positions vs Jan’12
Nestle got leadership position due to the fall of Procter&Gamble
 January’13: Market decreased by 49% vs December’12 in WTRP’s
– Pharma is the only big category that showed increase (by 5%)
– Confectionary, Trade, Telecom and Alcohol lead the fall
•
•
•
•
Confectionary decreased by 55% due to the end of Ferrero and Conty activities and drop of Mars-Wrigley
Trade declined by 77% due to the end of NY gifts and sales season
Telecom fall by 79% as a result of curtailment of all provider’s activity
Absence of BBH activity caused drop of Alcohol by 82%
2
Sold ratings in WTRP’s
2010 vs 2009
20%
2011 vs 2010
-7%
2012 vs 2011
2%
1’13 vs 1’12
-38%
3
Source: GFK, Direct advertising excl. Social & Media, TA: 18-50 50k+
In Y2013 Ukraine has bipolar selling structure
with dominance of a big alliance
2013 BRINGS BIPOLAR SELLING STRUCTURE
SKEWED TOWARDS BIG ALLIANCE WITH 73%
SHARE OF VIEWING
2012 BIPOLAR SELLING STRUCTURE SKEWED
TOWARDS ALLIANCE WITH 63% SHARE OF VIEWING
First 24
First
Real
News
Eko-TV
Business
KRT
Estate
One
channel
Sport
UBR
1
National/Era
1+1 Group
Novyi Kanal
1+1/MP
Group
31%
TRK Ukraine
ICTV
ICTV
1+1
STB
TRK
Ukraine
1+1
Круговая 1;
1+1; 12,22%
Novyi
Kanal
24%
Inter
Alliance
SLM/IR
63%
STB
Inter
Big Alliance
SLM, IR &
MP
73%
4
All advertisers made choice to exclusive
placement
Source: GFK, Direct Advertising, excl. Social & Media, TA: 18-50 50k+
SOLD-OUT
In January 2013 Sold-out was lower by 27% then in January
2012
100%
90%
SOR %
80%
70%
60%
2011
50%
2012
40%
2013
30%
20%
1*
2
4
6
8
10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52
week
6
Source: GFK, TA 4+ 50k+; Direct Ads w/o politics
SOLD-OUT
In January all SH of Big alliance showed sold-out in range 26-38%
while Sold-out on 1+1 Group and MIS was extremely high.
Critical threshold
7
Source: GFK, TA 4+ 50k+; Direct Ads w/o politics
TV: TOP 20 Categories Development
Jan’13 vs Jan’12: 38% decrease
8
Source: GFK, Direct Advertising, excl. Social & Media, TA: 18-50 50k+
TV: TOP 20 Categories Jan’13 vs Dec’12
Jan’13 vs Dec’12: 49% decrease
9
Source: GFK, Direct Advertising, excl. Social & Media, TA: 18-50 50k+
TV: TOP 20 Advertisers Development
Jan’13 vs Jan’12: 38% decrease
10
Source: GFK, Direct advertising excl. Social & Media, TA: 18-50 50k+