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Presentation from Modern Times Group's 2011 Capital Markets Day on 26 May 2011 at the Emirates Stadium in North London.
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1
Free-TV Scandinavia
The Evolving Media House
2
Free-TV 1.0 Free-TV 2.0 Free-TV 3.0
Time
Free-TV Scandinavia
Phases of Development
Free-TV 2.0
Channel portfolio strategy
DigitalizationMore channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratingsLower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
Free-TV 2.0
Media house strategy
Channel penetration
DigitalizationMore channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratingsLower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
DigitalizationMore channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratingsLower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
CSOV
0%
20%
40%
60%
80%
Bonnier MTG ProSiebenSat.1
2003 2010
Reach
Source: MMS, CSOV, A15-49 Source: MMS, Average weekly reach, A15-49
SBS
DigitalizationMore channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratingsLower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
CSOV Reach
Source: TNS TV-panel, A15-49 Source: TNS TV-panel, A15-49, Average weekly reach
Reach
DigitalizationMore channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratingsLower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
CSOV Reach
Source: MMS, CSOV, A15-49. Source: MMS, Average weekly reach, A15-49.
DigitalizationMore channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratingsLower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
Source: IRM Media, 1988-2010
41,7%
36,7%
55,7%
26,4%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
TV4 Sweden MTG Sweden
Audience share (15-49)
TV advertising market share
48,7%
26,4%
57,3%
21,8%
0%
10%
20%
30%
40%
50%
60%
70%
TV2 Norway MTG Norway
Audience share (15-49)
TV advertising market share
DigitalizationMore channels
Higher household penetration
Higher CSOV and Reach
Higher ad market shares
Increased supply of national ratingsLower average TV
prices
Lower barriers to use TV ads
TV’s market share grows
National Market TRP’s (Index year 2000)
Source: IRM Media, 1988-2010
E.U. average
31.5%
Source: IRM Media, International Markets 2009-2010
Still big growth potential for TV
Scandinavia 5.5bn SEK below E.U. average
TV
sh
are
of
ad
ve
rtis
ing (
%)
1212
Free-TV 3.0
The next phase of our growth story
Regional
expansion
Combination
effects
Online
growth
Source: Nordicom Mediabarometer 2009, ages 9-79
TV & Radio accounts for 53% of consumption
Only have 21% of advertising spending
Print Television Radio Internet
Regional market a reason for inbalance..
Between 40 - 60% of advertising is local
Regional share of
total advertising
50% 40% 60%
Source: IRM Media, Regional market report, April 2011
TV: 5% of regional market - 30% of national
MTG: 7% of the regional TV market
Total regional advertising Regional TV advertising
Sweden
14 Billion SEK
700 Million SEK
Source: IRM Media, Regional market report, April 2011
Source: IRM Media, Regional market report, April 2011
However, structural changes on Reg. ad markets
Change (%) on Swedish regional market 2006 - 2010
Highest ROI among traditional medias
Better measurability
Lower contact cost
Unprecedented in building brands
TV + Radio set to challenge regional print
Contact
costsAwareness
levels
Purchase
intentionsROI
6x 5x
4x
4,61
1 1 3,4
Source: TV Bureau of advertising, US and Thinkbox , UK
VOICES FROM THE MARKET
Magnus Anshelm, CEO IRM (Institute of media and advertising statistics)
Johan Eidmann, CEO and founder Bizkit Media Agency
Improved regional MTG offer
Increased number of regions for TV3 – more relevant and attractive gives high CPT
2012Today
Improved regional MTG offer
Increased number of regions for TV3 – more relevant and attractive gives high CPT
Use synergies between regional TV3 and MTG Radio sales
2012Today
Improved regional MTG offer
2012Today
Increased number of regions for TV3 – more relevant and attractive gives high CPT
Use synergies between regional TV3 and MTG Radio sales
Strong regional MTG offer using strong brands and combination TV+Radio+ Internet
MTG regional media house offer
MTG media consumed throughout the day
Radio dominates day time, TV dominates prime time
34% higher brand recall
when combining TV and Radio
(RAB & Carat Radio Multiplier, 2008)
MTG 50% more clients
that combine TV and radio advertising
(MTG, 2011q1 vs. 2006q1)
47% improved
brand evaluation when
combining TV and Internet
(Thinkbox U.K.)
52% increased
brand browsing when
exposed to radio campaign
(RAB UK Online Multiplier, 2010)
50% increased
likelihood of purchase when
using TV and online together
(iProspect “Offline channel influence on online search”)
Strong case
Showing benefits of TV & Radio combination
Source: MMS Rörliga Siffror 2010:2
Increased TV consumption on line
590 000
unique weekly visitors
TV sites
900 000
weekly video views
370 000
unique weekly visitors
Play sites Radio sites
Source: KIA Index 2011w19 and Omniture statistics 2011w19
Strong MTG online platforms
Over 5.4 million page views each week
Web TV – adding campaign reach, high CPT
From 0 to 274 MSEK in five years…fastest growing media
Source: IRM Media, Swedish ad market 2010 and Advertising forecast May 2011
Summary Free TV growth - 3.0
Free TV 2.0 – proven track record, still valid (penetration, CSOV, market share growth)
MTG is perfectly positioned to further capitalize on
the ongoing structural changes on the market !
Time for fair TV markets shares - also on regional media market (worth 29 billion SEK)
TV and Radio (& Internet) powerful substitute to regional print (ROI higher, cost lower)
Webb TV advertising fastest growing media !
MTG improves regional “media house concept” – MTG Radio+TV synergies (incl Play) !
MTG = Made to grow
Our simple message…