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Newsletter February 2014


Newsletter February 2014 News of the month Worsening of events in Kyiv was accompanied by increase of attention to a news content Share of news channels, % 12

Nielsen, TA: All 18-54

Channel 5

10

Channel 24

8

Channel 112

6

TVi

4 2 0 1

3

5

7

9

11 13 15 17 19 21 23 25 27 29 31

2

4

6

8

Traffic of news websites, mln 10

10 12 14 16 18 20 22 24 26 28 Google Analytics, TA: All 18-60, 50k+

korrespondent.net

8

segodnya.ua

6

unian.net tsn.ua (Ukrainian)

4

tsn.ua (Russian) 2 0 1

3

5

7

9

11 13 15 17 19 21 23 25 27 29 31 January

2

4

6

8

10 12 14 16 18 20 22 24 26 28 February

In January attention to news content was attracted due to confrontation on Hrushevskoho street (which was caused by adoption of resonance laws on January 16), protests and seizure of authorities in the regions In February attention was focused on the armed confrontation in the center of Kyiv, which was related with opposition’s demand to return Constitution of Ukraine of 2004 and to impeach Viktor Yanukovych

Š UM February 2014


Newsletter February 2014 ТV Market: -4% WGRP, % in Feb’14 vs Feb’13 Top-15 categories on TV (-2% WGRP, %)

Top-15 advertisers on TV (+7% WGRP, %) #* +8 +4 -3 -1 -4 н/д -3 +2 -3 +6 +182 +173 +18

Advertiser P&G Farmak Reckitt Benckiser Kraft Foods Nestle L'Oreal Unilever Ukrtatnafta Mars-Wrigley Novartis GlaxoSmithKline Danone AB InBev Global spirits Beiersdorf

Feb 2013 WGRP% 8427 2480 3089 4565 7903 4494 5967 0 3454 1828 2912 1285 41 46 850

Feb 2014 WGRP% 6701 5401 4534 3718 3381 3297 3110 3077 2862 2706 2682 2529 2270 2223 2166

Differ % -20% 118% 47% -19% -57% -27% -48% н/д -17% 48% -8% 97% 5417% 4728% 155%

#* +11 +1 +4 -2 -1 +2 -1 -3 -8 +1 +2 -3 +3

Category Pharma Alcohol Food Non-alc. drinks Hygiene Confectionary HH chemicals Entertainment Cosmetics Connection Auto transport Audio & video equipment Trade Finance Parfumery

Feb 2013 WGRP% 27307 1937 11524 7978 11983 9271 7373 7995 8697 16661 2206 1766 5115 966 1766

Feb 2014 WGRP% 36905 9243 9157 8162 7632 7557 6978 6589 6353 5355 5046 3352 3082 2228 1878

Differ % 35% 377% -21% 2% -36% -18% -5% -18% -27% -68% 129% 90% -40% 131% 6%

Source: GfK Ukraine Feb’13, Nielsen Ukraine Feb’14, TA: Universe * Position change

• Leaders of advertising activity’s growth among top-15 are: Farmak, Ukrtatnafta, AB InBev and Global Spirits

© UM February 2014

• Pharma stays a leader among categories. Activity of category grew due to increase of Farmak, Reckitt Benckiser, P&G and Novartis advertisers ad intensity


Newsletter February 2014 Share of top channels %

16 14 12

1+1

10

Inter

ICTV

STB

8

TRC Ukraine 6

Channel 5 New Channel

4 2 0 27.01-02.02

03.02-09.02

10.02-16.02

17.02-23.02

24.02-02.03

Source: Nielsen Ukraine 27.01.14 – 02.03.14, TA: All 18-54

• On the 4th week of the month Channel 5 was ahead of New Channel and TRC Ukraine. Share of the Channel 5 increased significantly because of attention to regular issues of news and programs of socio-political cycle increased • 1+1 channel’s share increased among top channels due to change in the broadcasting schedule – on February 20 TSN news marathon was launched. It was an operative reaction on the events in Ukraine

© UM February 2014


Newsletter February 2014 Share of top channels %

16 14

1+1

12 STB Inter

10

ICTV

8

TRC Ukraine

6

New Channel Channel 5

4 2 0 27.01-02.02

03.02-09.02

10.02-16.02

17.02-23.02

24.02-02.03

Source: Nielsen Ukraine 27.01.14 – 02.03.14, TA: F 20-55

• Extension of news content (launch of TSN news marathon) allowed to increase the 1+1 channel’s share on the 4th week of the month • Channel 5 share increased significantly due to increase of attention to news content on the 4th week of the month

© UM February 2014


Newsletter February 2014 Share of top channels %

16 14

ICTV

12 1+1

10

Inter 8

TRC Ukraine STB Channel 5 New Channel

6 4 2 0 27.01-02.02

03.02-09.02

10.02-16.02

17.02-23.02

24.02-02.03

Source: Nielsen Ukraine 27.01.14 – 02.03.14, TA: М 18-50

• On the 4th week of the month ICTV channel’s share decreased because of demand on entertainment content reduction, but leadership position of the channel was not lost • Channel 5 share increased significantly on the 4th week of the month due to operative coverage of the events in the state in news

© UM February 2014


Newsletter February 2014 Sold-out of Sales-houses

100%

80%

60%

40%

1+1 Group IR&SL&MP

20%

0% W W W W W W W W W W W W W W W W W W W W W W W W W W 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51

• In February sold-out of Alliance’s channels was on the level of 45-52% • Sold-out of 1+1 Group’s channels decreased from 75 to 45% on the second half of February because of some of the advertisers’ activity decreased (Reckitt Benckiser, Colgate-Palmolive)

© UM February 2014


Newsletter February 2014

Print

Radio

Burda Ukraine became a new partner of Marie Claire Group for development Marie Claire magazine from the June issue. Since the launch in October 2008 magazine was edited by HearstShkulev LLC

Multimedia Invest Group’s project “Vesti” radio started to air on March 25. Format of the radio is news & talk. Broadcasting regions are Kyiv (104,6), Kharkiv (100,5), Dnipropetrovsk (107,7) and Sevastopol (87,7)

Perekhid Publishing House announced Digital the closure of all its print projects because of print ad market reduction. “Nash VK social network opened access Domashnii zhurnal” magazine closes in March to retargeting. Advertisers will be able and “Zhenskii zhurnal” and “Zhenskii zhurnal. to target advertising in this social network by the Zdorovie” magazines – in April. Publishing actions that have been made by users on the House plans to develop sunny7 and FeelGood companies’ websites (signed up, purchased, etc.) online projects

Delovaia Pressa Strany LLC holds up issue of “Capital” newspaper’s printed version. In the nearest future editorial office’s efforts will be focused on the development of the project’s website

© UM February 2014

Yandex and Google began to cooperate in the field of media advertising. AWAPS (Yandex) and Double Click AdExchange (Google) advertising services will be connected to each other. Customers of each of these companies will have access to the advertising places of both systems


Universal McCann www.umww.com/um-ukraine 2014

UM Newsletter February 2014 (eng)  
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