12000 2010 10000 Investments I - II The document discusses media investments and trends in Poland. It 8000 2011 provides data on investments in different media such as TV, radio, 6000 Investments I - II 4000 2012 newspapers, magazines, outdoor advertising and online advertising. 2000 Insertions I - II 2010 TV advertising saw the highest growth in 2012 compared to 2011, 0 Insertions I - II 2011 while newspapers saw a decrease. The biggest spenders in media Insertions I - II 2012 remain Aflofarm, Jeronimo Martins and Lidl Polska. Medicine and telecom sectors lead in print advertising spend

1. by

2. 1. Media snapshot
2. TV advertising
3. Press advertising
4. Outdoor advertising
5. Cinema advertising
6. Radio advertising
7. Online advertising

3. • Media investments
• Media mix
• Biggest players
• Sectors

4. 3,000
Television
Mln
2,500
Radio
2,000
Magazines
1,500
Jan - Feb 2012
Newspapers
1,000
Jan - Feb 2011
Outdoor 2010 2011 2012
500
Jan - Feb 2010
Cinema
0
1 2 3 4 5 6 7 8 9 10 11 12
0 1,000 2,000
Mln
Advertisers invested 5% more in 2012 vs. 2011, while considering media revenues.
Among monitored media highest growth was noted by cinema and radio.
Newspapers note decrease of ratecard media revenues.
Source: Kantar Media, ratecard expenditures

5. Aflofarm remains No1. on media market. The highest increase of media
expenditures is noted by Jeronimo Martins (Biedronka), Multikino and Lidl Polska.
Source: Kantar Media, ratecard expenditures

6. CLOTHING & ACCESSORIES
100%
COMPUTER & AUDIO VIDEO
2% 2% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
4% 2%
5% 4%
80% 6% 5% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
8%
6%
10% BEVERAGES & ALCOHOLS
9% 6%
7% TRAVEL / TOURISM / HOTELS & RESTAURANTS
60% 7% 7%
6%
6% 9% LEISURE
8%
9% FINANCIAL
10%
40% 15%
HYGIENE & BEAUTY CARE
13%
10%
7% OTHERS
7%
20% 13% 12% AUTOMOTIVE
12%
RETAIL
11%
12% 22% FOOD
0%
2010 MEDIA, BOOKS, CDs AND DVDs
2011
TELECOMS
Jan - Feb 2012
PHARMACEUTICAL PRODUCTS, MEDICINE
At the beginning of 2012 Medicine sector is No.1 with its share on the
level of 22%. On the next positions are Telecoms and Media.
Source: Kantar Media

7. • Average Time Viewed
• All time viewing
• GRP’s total
• Seconds sold
• Nice to know

8. 300
280
260 2010 2011 2012
240
220
200
180
160
140
120
100
0 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
TV consumption in 2012 is at a little bit lower level than in
previous two years.
Source: AGB Nielsen Media Research

9. 0%
5%
10%
15%
20%
25%
January
TVP1
February
March
April
May
June
July
2006
TVP2
August
September
October
November
December
January
Polsat
February
March
April
May
June
July
2007
gain importance.
August
September
TVP Info
October
November
December
January
February
March
TVN7
April
May
June
July
2008
August
TVN
September
October
November
December
January
TV4
February
March
April
May
June
July
2009
August
AtMedia
September
October
November
December
January
February
March
April
May
June
July
2010
August
September
October
Polsat thematic (11)
November
December
January
February
March
April
TVN24
May
June
July
2011
August
September
October
November
December
January
February
Discovery (9)
March
April
May
BIG4 (TVP1, TVP2, Polsat, TVN) constantly looses its share. Thematic channels
June
July
2012
August
September
October
November
December
other cab/sat
Source: AGB Nielsen Media Research, TG:All 16-49

10. TVP1 TVP1
Others 12.8% TVP2
Others 16.5% TVP2
44,3% 11.2%
41,5% 13.2%
TVN
15.0% TVN
Polsat Polsat 14.2%
16.7% 14.8%
All 16-49 All 4+
Source: Nielsen Audience Measurement

11. 2,500,000
2,000,000
+3%
+7%
+13% +8%
1,500,000
+2%
+9% -4%
+12%
1,000,000 +14%
+12%
+20%
500,000 +9,7%
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 - March-2011 2012
Jan Jan March
After three months of 2012 total number of generated GRP’s is higher
than in 2011. We estimate stronger activity before and during Euro
2012, afterwards the dynamic shall be slower.
Source: AGB Nielsen Media Research, TG: all 16-49

12. no of seconds sold - Total TV
8,000,000
7,000,000
6,000,000
5,000,000
no of secs
4,000,000
3,000,000
2,000,000
1,000,000
Total TV 2008 Total TV 2009 Total TV 2010
Total TV 2011 Total TV 2012
0
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
weeks
Over 20% more seconds were sold by broadcasters in 2011. We observe
strong beginning of 2012 – mainly thanks to thematic channels/packages.
Source: AGB Nielsen Media Research

13. 250,000 no of seconds sold - TVP1+TVP2 120,000 no of seconds sold - TVN
100,000
200,000
80,000
150,000
60,000
100,000
40,000
50,000 20,000
TVP 2008 TVP 2009
TVP 2010 TVP 2011 TVN 2008 TVN 2009
TVP 2012 0 TVN 2010 TVN 2011
0
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 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
140,000 no of seconds sold - POLSAT no of seconds sold - AtMedia
4,000,000
120,000 3,500,000
100,000 3,000,000
2,500,000
80,000
2,000,000
60,000
1,500,000
40,000
1,000,000
20,000 500,000
Polsat 2008 Polsat 2009 AtMedia 2008 AtMedia 2009
0 Polsat 2010 Polsat 2011 0 AtMedia 2010 AtMedia 2011
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 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
Source: AGB Nielsen Media Research

15. Programme Date Audience AMR %
Programme Date Audience AMR %
M JAK MILOSC 2012-03-12 3 007 413 16,53%
RANCZO 2012-03-04 2 498 950 13,73%
BARWY
SPORT 2012-03-04 2 215 823 12,18%
SZCZESCIA 2012-03-05 1 831 242 10,06%
WIADOMOSCI 2012-03-04 2 024 638 11,13%
BITWA NA GLOSY 2012-03-20 1 778 482 9,77%
KSIAZE PERSJI
NA DOBRE I NA
PIASKI CZASU 2012-03-03 1 943 127 10,68%
ZLE 2012-03-30 1 572 121 8,64%
OJCIEC MATEUSZ 2012-03-29 1 743 980 9,58%
KULISY SERIALU
M JAK MILOSC 2012-03-26 1 572 114 8,64%
Programme Date Audience AMR %
Programme Date Audience AMR %
MUST BE THE
X FACTOR 2012-03-10 2 073 315 11,39%
MUSIC - TYLKO
PRAWO AGATY 2012-03-04 1 833 835 10,08%
MUZYKA 2012-03-25 2 145 545 11,79%
FAKTY 2012-03-05 1 775 270 9,76%
TRANSPORTER 2012-03-12 1 821 722 10,01%
SUROWI
WYDARZENIA 2012-03-04 1 642 386 9,03%
RODZICE 2012-03-18 1 750 797 9,62%
GOT TO DANCE:
KUCHENNE
TYLKO TANIEC 2012-03-02 1 611 145 8,85%
REWOLUCJE 2012-03-15 1 714 367 9,42%
SPIDER-MAN 3 2012-03-26 1 575 534 8,66%

16. • Investments
• Seasonality
• Players and sectors
• Publishers
• Print - nice to know

17. 5,000,000,000
Full Year Jan - Feb
4,500,000,000
4,000,000,000
3,500,000,000
4,739,082,125
4,452,430,098
3,000,000,000
2,500,000,000
594,115,806
605,030,344
557,875,347
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
0
2010 2011 2012
At the beginning of 2012 print revenues decreased by 2%. We predict further
decrease of investments during the year, especially after Euro 2012.
Source: Kantar Media

18. 500,000,000 45,000
450,000,000 40,000
400,000,000
35,000 Investments 2010
350,000,000
30,000
Investments 2011
300,000,000
25,000
250,000,000 Investments I - II
2012
20,000
200,000,000 Insertions 2010
15,000
150,000,000
Insertions 2011
10,000
100,000,000
Insertions I - II
50,000,000 5,000 2012
- -
1 2 3 4 5 6 7 8 9 10 11 12
Advertisers invested 10% more in press vs. Jan-June 2010, but bought
only 5% ads more by this period (it is still7% less insertions in 2009)
After two months of 2012 print media sold less by 1% than than in 2011.
Source: Kantar Media

19. 120,000,000 18,000
16,000
100,000,000
14,000
80,000,000 12,000
Investments I - II
10,000 2010
60,000,000 Investments I - II
8,000
2011
40,000,000 6,000 Investments I - II
4,000 2012
20,000,000 Insertions I - II 2010
2,000
0 - Insertions I - II 2011
Insertions I - II 2012
We observe significant increase of expenditures on
Media, Books, CD’s, Hygiene & Beauty care and Pharmaceutical products.
On the other hand Automotive sector, Retail and Food are rather pulling back
from print media.
Source: Kantar Media

20. 120,000,000 20000
18000
100,000,000
16000
14000 Investments I - II
80,000,000
2010
12000 Investments I - II
2011
60,000,000 10000 Investments I - II
8000 2012
Insertions I - II 2010
40,000,000
6000
4000
20,000,000
2000
0 0
At the beginning of 2012 Bauer is publisher No1 (considering media
revenues).
Source: Kantar Media, M&MP

22. According to
Rzeczpospolita
crysis on the print
market force further
consolidations
among Publishers. It
is still not confirmed
whether Agora will
merge with Polityka.
Source: Rzeczpospolita

23. In February 2012 a new quarterly magazine „Filmowy. Magazyn do czytania” was
launched by Agora publisher. It describes curiosities of cinema and culture.
-
In February 2012 a new quarterly magazine „Szósty zmysł” was launched also by
Agora publisher. It shows unexplained abnormal phenomenon and occurrences.

24. • Investments
• Seasonality
• Market shares
• Ad types
• AMS METRICS

25. 1,400,000,000
Full Year Jan - Feb 2012
1,200,000,000
1,000,000,000
1,246,985,893
800,000,000 1,185,675,851
600,000,000
168,416,789
155,627,823
161,667,689
400,000,000
200,000,000
0
2010 2011 2012
In 2012 advertisers invested 4% more in comparison to the same period of 2011
(on the ratecard basis). Prognosis for 1H of 2012 are rather optimistic, mainly
because of Euro 2012.
Source: Kantar Media

26. 130,000,000
120,000,000
110,000,000
100,000,000
90,000,000
80,000,000
70,000,000
60,000,000
2010 2011 2012
50,000,000
40,000,000
1 2 3 4 5 6 7 8 9 10 11 12
In 2012 months May, June and July shall be very strong as a result of Euro
2012.
Source: Kantar Media

27. 2010 2011 Jan - Feb 2012
AMS AMS AMS
STROER POLSKA STROER POLSKA
15% 17% STROER POLSKA
25% 31% 32%
CITYBOARD MEDIA CITYBOARD MEDIA 36%
10% 9%
CITYBOARD MEDIA
10% CLEAR CHANNEL CLEAR CHANNEL 10%
POLAND
16% POLAND
15% 19% Others 27% CLEAR CHANNEL
Others 28% POLAND
Outdoor market is consolidated. Over 83% of the market is held by 4
biggest media owners.
AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with
28% share is on the second position.
Source: Kantar Media

28. 100 +9%
Millions
90
Jan 2010 Jan 2011 Jan - Feb 2012
80
70
60
50
40 -2%
+12% -11%
30
20
10
-
Frontlight Citylight Backlight Billboard
Investments on Billboards and Citylights are decreasing, on the other
hand we observe growth of expenditures on Backlights and
Frontlights.
Source: Kantar Media

30. Mc Donalds promoted the new sandwich "lumberjack" by setting "cut down" billboards in the
main Polish cities.

31. Mc Donalds timetable at the Central Station shows the waiting time for the train in the
hamburger, Coke and French fries, which customers are able to eat at Mc Donalds
restaurant near the train station. Takes into account the delay of trains and restaurant
opening hours.
http://www.youtube.com/watch?v=EmBUhbHIWvc

33. 800,000,000
Full Year Jan - Feb 2012
700,000,000
600,000,000
500,000,000
709,250,418
663,837,150
400,000,000
136,460,290
300,000,000
81,268,216
75,431,310
200,000,000
100,000,000 +68%
0
2010 2011 Jan - Feb 2012
Advertisers invested over 68% more in 2012 vs. 2011 (considering monitored
players: NAM and Multikino). It is mainly caused by in-house campaign conducted
by Multikino in January.
Source: Kantar Media

34. 100,000,000
90,000,000
80,000,000
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
2010 2011 2012
10,000,000
0
1 2 3 4 5 6 7 8 9 10 11 12
Beginning of 2012 is very strong, however does not translate into
increase of cinema audience.
Source: Kantar Media

35. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
HYGIENE & BEAUTY CARE
100% 2% OTHERS
2%
2% TRAVEL / TOURISM / HOTELS & RESTAURANTS
90% 1% 3% 4%
3% 5% 5% CLOTHING & ACCESSORIES
8% 6%
80% 6%
4% 7% PHARMACEUTICAL PRODUCTS, MEDICINE
6%
70% 3% HOUSEHOLD APPLIANCES, FURNITURE &
8% 11% DECORATION
COMPUTER & AUDIO VIDEO
60% 11% 7%
15% FINANCIAL
50% 5%
14% BEVERAGES & ALCOHOLS
40% 13% RETAIL
20%
15% AUTOMOTIVE
30%
17% MEDIA, BOOKS, CDs AND DVDs
20%
TELECOMS
20% 22%
10% 14% FOOD
LEISURE
0%
2010 2011 Jan - Feb 2012
In 2012 biggest sectors are Leisure, Food and Telecoms. Media
sector increases its shares, whereas Computer & Audio Video and
Automotive sectors are rather in retreat.
Source: Kantar Media

36. 2010 2011 Jan - Feb 2012
MULTIKINO
MULTIKINO MULTIKINO
NEW AGE NEW AGE
35% MEDIA MEDIA 45% 55%
44%
65% 56% NEW AGE
MEDIA
Polish cinema market is very consolidated – there are only 2 media
owners which are monitored (third biggest player - Kinads).
In Jan - Feb 2012 Multikino revenues are higher that NAM. It is mainly
caused by in-house campaign conducted by Multikino.
Source: Kantar Media

38. 6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
2012 2011 2010 2009
0
January February March April May June July August September October November December
Considering cinema audience February 2012 was weaker while comparing to
February 2011.
Source: NAM

39. • Investments
• Seasonality
• Media owners
• Media shares
• Radio – nice to know

40. Full Year Jan - Feb
3,000,000,000
2,500,000,000
3,119,219,051
2,000,000,000
2,478,233,145
509,878,726
431,925,378
1,500,000,000
322,730,219
1,000,000,000
500,000,000
0
2010 2011 2012
Strong beginning of 2012 for radio. Revenues were higher by
18% while comparing to 2011.
Source: Kantar Media

41. 340,000,000
290,000,000
240,000,000
190,000,000
140,000,000
2010 2011 2012
90,000,000
40,000,000
1 2 3 4 5 6 7 8 9 10 11 12
We observe typical seasonality of radio expenditures.
Source: Kantar Media

42. 2010 2011 Jan - Feb 2012
RMF FM RMF FM
RMF FM
ZET ZET
PR 3 PR 3 ZET
27% 32% 36%
47% PR 1 43% PR 1 39%
Others Others PR 3
21%
17% PR 1
3% 18%
2% 3% 3% 5% 4%
Strong beginning of 2012 for RMF FM with its SoS on the level
of 39%, whereas main competitor radio Zet notes only 18%.
Source: Kantar Media

43. 2010 GRUPA RMF Jan - Feb 2012
GRUPA RMF 2011 2% GRUPA RMF
2% EUROZET 2% EUROZET
EUROZET
10% 9%
12% GRUPA RADIOWA 12% GRUPA RADIOWA
8% 33% TIME TIME 45% GRUPA
10% 39% RADIOWA
POLSKIE RADIO
POLSKIE RADIO 14% TIME
AGORA S.A.
3% 17% AGORA S.A.
AGORA S.A.
20%
25% 20%
Others
Others
Others
For the last years RMF FM and Zet have been the biggest radio stations
on Polish market.
An important role is played by radio packages like: Drapacz
Chmur, Package Złote Przeboje, RMF na Maxxxa and others.
Source: Kantar Media

45.  New price lists in the Group of Radio TIME from 12 March. The price increase applies to packages of
radio stations and individual stations (Total Time package price increases an average of 6,6%; Eska Sied
– 4,8%; Eska Rock - 11,9%; Wawa 11,4%).
 Increase advertising prices in packages of radio stations Drapacz Chmur+, Drapacz Chmur
Young, Drapacz Chmur by an average of 5,9% from 30 March.
 Increase in price lists of radio stations in the group Eurozet from 1 April.
Average price at Radio Zet will increase by 3,4%; in packets Zet Barometr, ZET Barometr +, ZET
Barometr Young, Zet Total, Pakiet Niezależnych price will increase between 2,8% to 3,9%.
 Radio PiN, RMF Classic, Tok FM extends the broadcasting reach.
Radio PiN will be able to begin broadcasting in Bydgoszcz, Gdansk and Krakow.
Currently the station broadcasts in six cities (Łódź, Poznao, Warszawa, Wrocław, Kielce, Olsztyn).
RMF Classic will extend its technical coverage in five more cities: Gdynia, Kielce, Olsztyn, Opole and Zielona Gora (radio
station is now in 14 cities)
TOK FM will broadcast in additional cities in Elbląg, Gorzów Wielkopolski, Kielce, Lublin, Płock, Radom and Toruo (now
station broadcasts in 10 major cities)

46. -0,5%
10.9 10.9 XII 2010 - II 2011
XII 2011 - II 2012
-3,9%
-11,0%
8.0
7.7
7.3
6.5
+3,1%
4.6 4.8
-3,7%
2.2 2.1
Grupa RMF Polskie Radio Eurozet Time Agora
Only Time recorded an increase of daily reach in the same period XII-II 2012 vs. XII –II 2011.
For the rest of radio groups daily reach decreased.

48. Mobile Internet users are always connected!
They spend more time on their mobile devices
compared to the other media.
Communication! Entertaiment! News! M-Commerce!
Source: nMobi Mobile Media Consumption Research Q4 2011 - Global

49. In the morning... In the evening...
Those users' behaviors give brands new opportunities to interact with consumers!
• 39% users use their mobile devices while watching TV!
• 67% use their devices in bed
• 25% use mobile devices in public transportation
• 48% say that mobile has a large impact on their purchase decisions!
• 66% say they feel more comfortable with mobile ads than on-line or TV ads!
Source: nMobi Mobile Media Consumption Research Q4 2011 - Global

50. 26% of Poles use smartphones
Among Internet users smartphone penetration is higher and equals 38%
Source: Smartphone Insights Q3 2011 - Poland

51. In Poland Nokia leads in manufacturer market share for smartphone devices (46%), followed by
Samsung (19%) and Sony Ericsson (17%).
Accordingly Symbian is the most popular operating system for smartphones (41%) followed by
Android (22%). However, the best known operating system is none of these but Windows Mobile
and Apple
Source: Smartphone Insights Q3 2011 - Poland

52. Types of Websites visited on Smartphones
The most popular mobile category is
entertainment, then users are looking
for news, information and they use
search engines.
Important categories are also :
music, finance and mobile games.
In 7th place is social networking.
Source: Smartphone Insights Q3 2011 - Poland

53. Reaction to receiving advertising on the mobile phone:
61% of smartphone
users always or
sometimes are
looking at mobile ads
70% of smartphone
users always or
sometimes are
clicking at mobile ads
Source: Smartphone Insights Q3 2011 - Poland

54. Find us on Facebook

55. Media Direction Group webpage:
www.mediadirection.com.pl
In case You have any further questions
concerning Media Landscape
Updater, please contact Andrzej Piskorek
piskorek@mediadirection.com.pl