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Newsletter January 2014


Curiosity Fact: On January 6 “Home Alone” film was watched by 1,5 mln families with children on 1+1 channel. 2,4 mln people from each family should go on a trip for children being left alone at home next morning. 2750 flights of Airbus A380 would be necessary for parents transfer

Fact was created by Universal McCann team: Olga Lavrova, Arsen Arsenenko

© UM January 2014


Newsletter January 2014 News of the month Since January 1, 2014 TV-viewing in Ukraine is measured by Nielsen company instead of GfK Main differences between the systems are: • sample of Nielsen company includes 50% households more and allows to work with more specified audience; • since January 2014 panel of Nielsen company include 6 new channels: “ATR”, “Sontse”, “Football 2”, “Dobro”, “Pershyi dilovyi” and “112”; • Nielsen recognize channels by audio signal matching, GfK used broadcasting signal frequency Nielsen generates on average by 10-20% ratings more than GfK (+16%) (+17%)

153 256 131 950

132 560 112 985

(+12%) (+20%) 35 879

74 287

83 473

43 177

(+6%) 6 953 7 397

StarLight

Inter Reklama

GfK © UM January 2014

Media Partnership

1+1 Group

Nielsen (GRP, December 1-31, 2013)

Media International


Newsletter January 2014 ТV Market: +35% WGRP% in Jan’14 vs Jan’13 • Main reason of TV ad market’s intensive growth is change of TV-measurer – Nielsen company’s panel generates more ratings than GfK

Top-15 categories on TV (+42% WGRP %)

Top-15 advertisers on TV (+70% WGRP %) #* Advertiser +38 P&G Nestle +4 Farmak Novartis +4 Reckitt Benckiser -5 Unilever +23 GlaxoSmithKline -2 Mars-Wrigley -1 Berlin-Chemie +194 MTS +77 AB InBev +2 Global spirits -10 Kraft Foods -3 NAT +109 Ukrtatnafta

Jan 2013 WGRP% 605 5917 2808 3802 2595 6019 814 2937 2785 24 173 1322 3841 1935 87

Jan 2014 WGRP% 7157 6714 5549 4874 4374 4027 4009 3965 3403 3386 2877 2630 2517 2495 2474

Differ % 1083% 13% 98% 28% 69% -33% 393% 35% 22% 13910% 1562% 99% -34% 29% 2734%

#* +2 +3 +3 -5 +2 -4 -1 +9 +4 +9 -1

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

Jan 2013 WGRP% 22745 7815 13043 5112 4835 7396 17475 4081 7447 4616 3538 602 821 571 1132

Jan 2014 WGRP% 46014 14560 11592 10184 9335 8342 8216 7125 6630 5859 4754 3680 3531 2343 1461

Differ % 102% 86% -11% 99% 93% 13% -53% 75% -11% 27% 34% 512% 330% 310% 29%

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

• Leaders of advertising activity’s growth among top-15 are: Ukrtatnafta (Arctic petrol, Energy diesel fuel) and AB InBev (increase of main brands activity), as well as MTS and P&G (which activity was low a year ago because of changes in the sales-houses structure)

© UM January 2014

• Pharma stays a leader among categories. Activity of category grew due to increase of ad intensity of Farmak, Richard Bittner, Sopharma etc.


Newsletter January 2014 Share of top channels %

16 14

1+1 ICTV Inter STB TRC Ukraine

12 10 8 6

New Channel

4 2 0 01.01-05.01

06.01-12.01

13.01-19.01

20.01-26.01

27.01-02.02

Source: Nielsen Ukraine 01.01.14 – 02.02.14, TА: All 18-54

• 1+1 channel was a leader during holidays in the first half of the month due to broadcast of NY theme TV content: “Home Alone” and “Pirates of the Caribbean” tetralogy, then its share returned to the previous level • ICTV channel’s share increased due to start of “Lesnik” series and renewal of “Fakty tyzhnia z Oksanoiu Sokolovoiu” program’s broadcast in the second half of the month • Broadcast of “Odyn za vsikh” and “Khata na tata – 3” shows allowed to increase STB channel’s share at the end of the month

© UM January 2014


Newsletter January 2014 Share of top channels %

16 14 1+1 STB Inter

12 10

TRC Ukraine ICTV

8 6

New Channel

4 2 0 01.01-05.01

06.01-12.01

13.01-19.01

20.01-26.01

27.01-02.02

Source: Nielsen Ukraine 01.01.14 – 02.02.14, TA: F 20-55

• Leadership of 1+1 channel on Christmas holidays was provided by “Home Alone” tetralogy • In the middle of the month Inter channel’s share increased due to start of “Stosuetsia kozhnogo” show and renewal of “Podrobnosti nedeli” program’s broadcast after holidays • Leadership of STB channel, which was lost before holidays, was restored at the end of the month due to start of “Odyn za vsikh” and “Khata na tata – 3” shows and “Papa naprokat” film

© UM January 2014


Newsletter January 2014 Share of top channels %

16 14

ICTV

12 1+1 Inter

10 8

TRC Ukraine

6

STB New Channel

4 2 0 01.01-05.01

06.01-12.01

13.01-19.01

20.01-26.01

27.01-02.02

Source: Nielsen Ukraine 01.01.14 – 02.02.14, TА: М 18-50

• At the beginning of the month 1+1 channel kept leading position due to broadcast of “Home Alone” and “Pirates of the Caribbean” tetralogy • In the middle of the month ICTV channel became the leader again due to start of “Lesnik” series and broadcast of the films, which are addressed to the male audience • Inter channel’s share increased due to broadcast of “Sledstvie veli s Leonidom Kanevskim” program in the middle of the month

© UM January 2014


Newsletter January 2014 Sold-out of Sales-houses 2013 100%

1+1 Group

2014 100%

80%

80%

60%

60%

40%

IR&SL&MP

20%

1+1 Group IR&SL&MP

40%

20%

0%

0% 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

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

• In January 2014 sold-outs of 1+1 Group and Alliance were at the same level (37-61%) • In 2014 Alliance applied more liberal price policy and did not repeat situation of 2013 when number of advertisers moved to 1+1 Group’s channels in January 2013

© UM January 2014


Newsletter January 2014 TV On January 13 “Bigudi” – a new channel of 1+1 Group started broadcastig (former “Real TV Estate” channel). New channel is focused at female audience, its main content is Ukrainian and foreign series, programs of own production

Media Partnership started to sell advertising on “Football 2” channel. Alliance of “Football” and “Football 2” channels was created. Exclusive content (including matches of 2014 FIFA World Cup) will be divided on equal basis

Print From January 2014 “Fokus” became an independent media project. Management of weekly magazine, news site and special issue “Fokus. Krasivaia strana” was passed from UMH Group to Fokus Media publishing (Vertex United)

© UM January 2014

Digital VK social network shows advertisements before legal video content, whose owners receive income from ads. Films and series are free for users, who can skip the ads after 3 seconds of its start

Yandex began to introduce a filter, which will give priority to web pages without shocking advertising (teasers with photo of illnesses, erotic or scary images etc.) Auto filter launched in beta version

Facebook announced the termination of ad news (sponsored stories) since April 9. Sponsored stories are messages from friends about their engagement with pages that a business, organization or individual has paid. Ads placements that were bought in such blocks will be automatically converted to other formats


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

UM Newsletter January 2014 eng  
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