The Warsaw Voice » Business » Monthly - January 7, 2009
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Media Market: What the Experts Say
   
ZenithOptimedia Group Polska, one of Poland's biggest media houses, analyzes the Polish media market in 2008 and its prospects given the significant economic slowdown the country faces. Are the media threatened by a crisis? Or are things not as black as some fear?

Savings on the way
According to a study carried out in the United States by ZenithOptimedia jointly with Business Week magazine, in the near future reduced spending on advertising can be expected in such segments as luxury goods, travel and entertainment. In the face of a crisis, this is where the consumers will seek savings first. Household appliances and everyday-use objects are least at risk.

Poland holds its breath
Last October ZenithOptimedia announced a forecast for the Polish market that was awaited by all who are active in this segment.

"We assume the Polish media market in 2009 will grow at a slower rate," says Jakub Potrzebowski (pictured), president of the board of ZenithOptimedia Group Polska. "The press advertising segment will be hurt the most." Worrying signals emerged from the press market in October, when the Agora media group announced it expected that in the second half of 2008 spending on advertising in the daily press would be 3-4 percent lower than the previous year.

"The only media that will increase its percentage in terms of advertisers' budgets despite the crisis will be the internet and outdoor advertising," says Potrzebowski. "Between 2007-2010, spending on advertising on the internet will increase by an average of 23 percent a year. As a result, in 2010, the internet will absorb 13.8 percent of advertising budgets."

This opinion is confirmed by a study carried out by PricewaterhouseCoopers whose results have been published in the Global Entertainment and Media Outlook: 2008-2012 report.

ZenithOptimedia Group Polska has noticed that advertisers have already been affected by the slower economy and have delayed planning of advertising budgets.

"There is no doubt that the situation and moods will keep changing very fast, depending on what advertisers plan to do over the next several months," says Potrzebowski. "Let's hope that the economy will accelerate soon and make up for the losses resulting from the present market conditions."