Media in brief
January 30, 2014
Polish Commercials on Eurosport
Eurosport started to air Polish commercials in January. The international sports network has been available in Poland since 1996 but until now Polish viewers could only watch all-European commercials broadcast on Eurosport 1 and 2. Now the network also has commercials targeted specifically at Polish consumers.
Polsat Media is responsible for selling air time on Eurosport channels in Poland. The company also offers air time on three other sports channels: Polsat Sport, Polsat Sport Extra and Polsat Sport News.
Eurosport is 20-percent owned by Discovery Networks. Eurosport provides viewers with coverage of international sporting events such as the Australian Open, French Open and US Open tennis tournaments, and the Giro d’Italia and Tour de France bicycle races.
TVN24 Biznes i Świat Replaces TVN CNBC
Poland’s TVN media group in January launched a new commercial news channel called TVN24 Biznes i Świat (Business and the World) to replace its TVN CNBC channel.
TVN24 Biznes i Świat provides business, stock market and currency news, in addition to international news based on reports from agencies and comments by experts. The channel also has reports on investment opportunities on global financial markets.
The channel comes with an online service, available at tvn24bis.pl
Ad Market Continues to Shrink
Poland’s advertising market shrank in the first three quarters of 2013 compared with the same period a year earlier, according to media company Starlink, which analyzes spending on advertising and revenue.
Online advertising was the only segment of the market that reported an increase in ad revenue. At zl.1.11 billion, it was 7.6 percent higher than a year earlier. According to Starlink, the third quarter of 2013 was the ninth consecutive quarter to see a fall in spending on television advertising, although the downward trend slightly decelerated.
Between January and the end of September 2013, the four largest television stations in the country, the Polish public broadcaster’s TVP 1 and TVP 2, and the privately-owned TVN and Polsat, lost a combined 13.7 percent of advertising revenue in year-on-year terms. In contrast, specialty channels recorded an 18.4 percent increase in revenue, as a result of which their piece of the television advertising pie increased to 27.1 percent in the first three quarters of the year, from 21.7 percent in the same period of 2012.
Magazines claimed zl.371.6 million in advertising revenue in the first three quarters of 2013, 13.8 percent less than a year ago, and newspapers claimed zl.248.6 million, 29.1 percent less.
The revenue of radio stations came to zl.379.3 million (a decrease of 5.3 percent), while outdoor advertising attracted zl.329.9 million (down 13.2 percent), and cinema zl.66.6 million (a decrease of 9.5 percent).
“The factor with the greatest negative impact on the advertising market was decreased spending on advertising by the telecommunications sector; this spending shrank by nearly a quarter,” Starlink said in a report.
Smart TVs Prove a Hit
Poland is among the top three European markets in terms of the popularity of smart television sets. Over 1 million smart TV devices, which combine the capabilities of traditional television sets and computers, are sold in Poland every year.
The percentage of smart TVs per household is higher in Poland than in Germany, the Netherlands or Britain. According to German company Concerta, up to 36 percent of TV sets used in Poland are smart devices that offer internet access, an integrated video-on-demand (VoD) service, and the option to install applications and use social networking sites and instant messaging platforms such as Facebook, Twitter, YouTube and Skype. In Europe, only France and Turkey are ahead of Poland in terms of smart TV use, with 42 percent and 40 percent respectively.
Research firm Strategy Analytics says the global smart TV market is dominated by three manufacturers, South Korea’s Samsung with 26 percent of the market, another South Korean producer, LG, with 16 percent, and Japan’s Sony Corporation with 11 percent. Other producers control the remaining 47 percent of the market between them.
The popularity of smart TV is growing rapidly across the world. Market research firm NPD Group expects the global output to jump by 15 percent this year. Last year, less than 50 percent of TV sets sold in China, the world’s biggest market for television sets, were smart devices; this year the figure is projected to exceed 70 percent.