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Заголовок слайдаHabitation Area:

Ukrainian Media Market 2010

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Inflation… Deflation… Who Cares?

Deflation… Good

News or Bad news?

For Whom How

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Media Market’s Health.

Why is it important for us?

InvestigaInvestigate te & &

develop develop

CultivatCultivatee

AnalyzAnalyze & e &

CureCure

UnderstanUnderstand the d the

situation & situation & See growthSee growth

The “Healthier” our Media Market is, the wealthier are our clients …

… the better is our Agency…

SO… VERY IMPORTANT for EACH OF US to…

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Заголовок слайдаPure Statistics. Let’s make it understandable

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Ad World 2008: USA sucks, Europe Rules

Region 2008 (bln)Africa $0,78

Asia $17,59

Europe

$46,26

Latin America $4,819

Middle East $1,992

Canada $2,037

USA $44,447

Worldwide $117,925

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Top 10 Advertisers Worldwide 2008 by estimated ad spends (Bln)

American companies rule

the world

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Top 20 Advertisers (WGRPs): UkraineProducer

Procter&Gamble

L'Oreal

Colgate-Palmolive company

Henkel

Unilever

Reckitt Benckiser

Sun Interbrew

MTC

Nestle

Kraft Foods

Kyivstar GSM

GlaxoSmithKline

Schwarzkopf&Henkel cosmetics

BBH

SC Johnson

Life:)

Coca-Cola

Obolon CJSC

Danone

Note: was considered only direct placement, TA 18+

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Macroreview. Globally

Data Source: International Monetary Found (IMF)

Main message World Economic Outlook (WEO), October 2009:

“Global recession is getting over but upturn will be slow”

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Ukrainian Media compared to other media

Ukrainian ad market has been falling not

all alone

however our market had stand its ground qualitatively

Example: In Russia 2009 market fall - 30%. Instantly, TNS – Gallop survey quality

was decreased and regional projects was brought to a close

Data source: АКАР, august 2009

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But the good thing is…

Consumers Consumers DO NOT DO NOT

change media behaviorchange media behavior

oTV viewing: increased - 4.13 hours on average

oReading: newspapers decreased by 5-7%, magazines are stable

oInternet is growing from year to year about 15% (ТА 17-24) and 24% (ТА 25-45)

oRadio listening is decreasing about 5-6% each year

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Who needs “only TV market?”

It’s not like it seems

TV didn’t become the only media as everyone’s expected

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Market Monsters’ constancy

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Market challengers

Mobile connection

Hygiene

Alcohol Home care

+ 47%

+ 149%

+ 47%

+ 32%

-28%

-5%

-24%-8%

Someone increases activity in spite of crisis

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Top 15 Categories: Ukraine 2008-2009

Category2008

(wgrp)2009

(wgrp)Changes

Growth rate

Drugs 117 170 152 943 35 773 31%

Personal care 137 240 139 757 2 517 2%

Cosmetics 115 268 126 808 11 540 10%

Connection 144 191 122 528 -21 663 -15%

Household cleaning products 122 518 120 954 -1 564 -1%

Nonalcoholic drinks 102 095 99 896 -2 199 -2%

Food 104 403 97 264 -7 139 -7%

Alcoholic drink 97 596 81 698 -15 898 -16%

Sweet goods 100 380 79 209 -21 171 -21%

Social advertising 11 464 51 267 39 803 347%

Financial 39 978 31 736 -8 243 -21%

Trade 30 467 30 330 -137 0%

Perfumery 33 105 28 168 -4 937 -15%

Entertainment 32 730 28 148 -4 582 -14%

Cars 38 288 27 807 -10 481 -27%

Others 161 331 138 123 -23 208 -14%

Note: was considered only direct placement, TA 18+

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Top 20 Advertisers (WGRPs): UkraineProducer

2008 (wgrp)

2009 (wgrp)

Changes

Growth rate

Procter&Gamble 96 146 87 131 -9 015 -9%

L'Oreal 45 346 60 238 14 892 33%

Colgate-Palmolive company 45 211 42 162 -3 049 -7%

Henkel 27 054 40 912 13 858 51%

Unilever 54 002 40 714 -13 288 -25%

Reckitt Benckiser 38 585 39 378 793 2%

Sun Interbrew 43 218 37 855 -5 363 -12%

MTC 46 885 36 480 -10 404 -22%

Nestle 45 797 35 172 -10 625 -23%

Kraft Foods 28 665 34 318 5 653 20%

Kyivstar GSM 41 942 32 150 -9 791 -23%

GlaxoSmithKline 11 949 29 947 17 998 151%

Schwarzkopf&Henkel cosmetics 14 086 22 431 8 345 59%

BBH 21 192 19 932 -1 260 -6%

SC Johnson 19 667 18 658 -1 009 -5%

Life:) 12 062 18 560 6 498 54%

Coca-Cola 25 482 18 501 -6 980 -27%

Obolon CJSC 20 540 18 338 -2 202 -11%

Danone 21 171 16 617 -4 554 -22%

Note: was considered only direct placement, TA 18+

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Top Ukraine Agencies

Media Agencies Media GroupsBilling-2009 mln UAH

(net)

MindShare GroupM 300 +

AITI/Carat Aegis Media 251  -  300

Media Systems Dentsu-Smart 251  -  300

MediaVest Publicis Groupe Ukraine 251  -  300

Optimum Media Omnicom 251  -  300

Starcom Publicis Groupe Ukraine 251  -  300

Радник Local 251  -  300

Maxima Local 201 - 250

Media Direction AGL/Omnicom Media Group 201 - 250

ZenithOptimedia Publicis Groupe Ukraine 201 - 250

AMM/Vizeum

Aegis Media

151 - 200

МПГ Local 151 - 200

MediaCom GroupM 151 - 200

Arena/Media Expert ADV Group 101 - 150

Initiative ADV Group 101 - 150

Mediaedge:cia GroupM 101 - 150

UniversalMcCann ADV Group 101 - 150

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World advertising trends 2010

global trendsglobal trendsmore insightmore insightmore people in motionmore people in motionmore understandingmore understandingbetter productbetter productmore innovationmore innovationmore engagementmore engagement

Digit

alData Source: Aegis Media Review

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Everything Everything is gonna be is gonna be

alrightalright

Nobody is Nobody is perfect perfect but…but…