Anna Lubowska

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AnnaLubowska
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A Polish Ad Agency View of Magazines

• March 17th , 2005

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Media consumption in Poland in general

• In comparison to other European markets Polish
  people...
• ... are heavy TV viewers
• ... are heavy Radio listeners
• ... are poor readers
• Those habits will not change fast...

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Poles are heavy TV viewersAverage daily time of
viewing by country (min)
Poles watch TV everyday, on average 4h daily!
Source Mediaedgecia Global Media Cost
Comparison Book 2004
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Poles are heavy Radio listeners Average daily
listening by country (min)
Almost 75 of Polish 15 population listen to the
radio every day, 93 at least once a week No
typical driving time listening pattern
Source Mediaedgecia Global Media Cost
Comparison Book 2004
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Poles read on average less that European nations
and less year by year

• 9,5 of Poles aged 15 do not read any press
• 32,6 do not read any dailies
• e.g. in Sweden 11, in USA 20,7, in Spain 37
• 19,5 do not read any magazines
• e.g. in USA 16,5

Source PBC SMG/KRC, 2004 (1-9)
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Newspapers low reach in Poland
Number of dailies in Poland 14 nationwide, 34
local
Source Mediaedgecia Marketing and Media Pocket
Book 2004
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Magazines quite high reach (mainly caused by
weekly magazines)
Number of magazines in Poland 4000
Source Mediaedgecia Marketing and Media Pocket
Book 2004
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Poles are still poor cinema goers

• 71 Poles never go to the cinema
• 19 not less often than every six months
• 5 visit cinema every month
• On average, Poles go to cinema 0,5 time a year
• e.g. French 3 times

Source TGI SMG/KRC, 2004 (1-9)
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Relatively big TV inventory

• Relatively big offer of nationwide TV channels
  plus significant penetration of cable TV
• Big inventory
• Competitive prices
• The law 12 minutes per hour allowed in both
  private and public channels

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Cost of TV in Poland is one of the cheapest all
over the worldCPT indexes by country (100 CPT
in EU countries)
CPT in Poland 48 of european average
Source Mediaedgecia Global Media Cost
Comparison Book 2003
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So low TV CPT in Poland discriminates other
mediaCPT relation by media (100 TV CPT in each
country)
Source Mediaedgecia Global Media Cost
Comparison Book 2003
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So low TV CPP in Poland discriminates other
mediaCPP (All 16) relation by media (TV CPP
100)
Change of research methodology for radio
affects on lowering CPP in 2001
Source AGB Polska, SMG/KRC
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Poland - one of the highest share of TV in total
adspend in Europe
Source Mediaedgecia Global Media Cost
Comparison Book 2004
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...and it has not been changing for many years...
BUT it can change next years...
Source Mediaedgecia Global Media Cost
Comparison Book 2004
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Went for TV campaign

• Starcom Media hause
• Sience Business Centrum Zak
• Asocation of Heating Center Employers Cieplo
  skojarzone

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Ways out

• Significant growth of advertising market
• TV inventory sold out?
• Growing clutter and declining impact of TV
  campaigns
• Deeper knowledge of unique benefits offered by
  magazine advertising comparing to TV
• Opportunities coming with channel planning era
• Flexibility in negotiating creative ways of using
  print

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Significant growth of advertising market
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Low advertising expenditure per capita in Poland
comparing to other European countries
Source Mediaedgecia Global Media Cost
Comparison Book 2004
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Growing clutter and declining impact of TV
campaigns
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Average monthly frequency of commercial exposure
2001 2002
2003 2004
Source AGB Polska, TG A16-49
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Longer TV breaks
Long advertising breaks came.
Source AGB/AdvantEdge
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But also in other media - growing number of
massages....
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Advertising avoidance by medium vs. increasing
clutter
Source International MediaedgeCIA Sensor
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Deeper knowledge of unique benefits offered by
magazine advertising comparing to TV
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Print medium benfits

• Benefits coming from very nature of the medium
• Intimated contact, medium consciously chosen by
  consumer, engagement, more information possible,
  choice of environment, etc
• Benefits coming from TGI/readership single source
  data
• Possibility of targeting psychographic defined
  targets,
• Possibility of targeting brand users/non
  users/heavy/light user

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We need more insight on

• Unique reach generated by print in mix with TV
  and other media
• More possibilities of analyzing media habits of
  target group (TV and print together is fusion
  of readership data and AGB data possible?)
• Studies on print campaigns influence on awareness
  building/ growth of sales
• Bigger sample in print research?
• Raw readership data

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Channel Planning and Implementation

• Channel planning instead of media planning
• Communication need of the brands are a core
• How channels convey particular brand massage
• Connection not a contact
• Engagement not an exposure
• How different media work together

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How research may contribute to greater interest
in print advertising?
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Foundations information already available

• Readership PBC Sp. z o.o. (Polish Readership
  Study) single source consumer data (TGI)
• Circulation ZKDP Polish Audit Bureau of
  Circulation
• AdEx Two competing services
• TV Two competing TAM services
• Radio Audience Data RadioTrack
• Outdoor Two competing services PBO and Oscar
• Internet NetTrack (users structure) PBI
  (panel audience measurement)

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Capitalizing on the uniqueness of print

• Thanks to the single source concept of press
  readership research print is certainly has best
  characterized audiences. Its target groups may be
  described by
• Demographics
• Psychographics Lifestyles
• Consumer habits, etc.
• Many print titles are highly specialized /
  focused delivering unique and valuable audiences
  to the advertisers

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Current limitations easy to overcome

• Raw data the advertising industry have requested
  the access to the raw data for years. Other
  competitive media (TV, radio) offer raw data.
• New software raw data are necessary to introduce
  new tools for data analysis and media planning
• Mix media raw data are necessary to implement
  cross media evaluation systems (e.g. fusion with
  TAM data)
• Further development of research methodologies
• Transparency, credibility, dialogue

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Providing evidence of print advertising
effectiveness

• How print advertising worksResearch can be used
  to document the effectiveness of print
  advertising
• Alone or as a part of a mix
• Measured by sales effects or awareness / purchase
  intent, etc.
• Promoting the creative use of print media in
  advertising

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Song of the future

• Channel planning
• Providing a better understanding of how different
  media work and what sort of messages they convey
  best
• Finding key drivers for different product
  categories
• Finding a best match between brands
  communication strategy (category drivers) and
  media offering

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Flexibility
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