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The Warsaw Voice » Business » April 29, 2009
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Media Market Weakens
April 29, 2009   
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An almost 7-percent decrease in global advertising spending and a looming slowdown on the media market this year are among the visible effects of the economic crisis, according to a new report by ZenithOptimedia, a leading media house on the Polish and international market. ZenithOptimedia analysts say that the slowdown on the Polish media market is the effect of the worsening economic situation and poor financial results of many companies, which are cutting spending on advertising as a result.

“Clients are more inclined to make economies today in order to be able to spend more on advertising in 2011 in the run-up to the Euro 2012 soccer championships,” said Jakub Potrzebowski, president of ZenithOptimedia in Poland. The company predicts the economic crisis will hit press publishers the hardest, with revenue from advertisements expected to decrease by over 10 percent.

However, the internet and movie theaters are expected to do better in 2009 despite the crisis. Though clients are more cautious than usual when investing in internet marketing, this form of advertising is still in demand.

Outdoor advertising is expected to continue to develop slowly as a result of increased spending on all media. Television stations’ revenue in 2009 will remain at about the same level as in 2008.

“In uncertain times, a brand’s television presence ensures that contact with consumers continues,” Potrzebowski said. “TV commercials also minimize the risk of losing consumer recognition. We don’t expect interest in TV commercials to weaken. Our studies show this is still an attractive format for our clients,” he added.

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