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TV dynamics
@ MEDIA LANDSCAPE
FEW WORDS ABOUT MOLDOVA
5,084 5,300
$290 $299 $2864,610 $299 $297 $300
4000
4,172 $253
3,765 6.3
3000
3,477 6,138 $200
5.2
4.7
4.1 4.0
2000
3.0
1,725 1,814 1,866 1,948 $100
1000
1,457 1,608 1,668
0 $0
2012 2013 2014 2015 2016 2017 2018 2012 2013 2014 2015 2016 2017 2018*f
Despite the average salary increase by 16% (in local Inflation rate has returned to normal with a forecast of
currency), salary in Moldova remains the lowest among 3% in 2018
other European countries.
Digital
17%
TV
OOH 54%
20%
25.0 €
2018*f vs. 2017
14.8 €
13.7 € 14.5 € 12.4 € 13.31 €
11.5 € 12,4 € +0,9 mln. euro +7%
20.0 €
0.9 € 0.9 € 1.2 € 1.2 € 1.2 € 1,0 € 0,9 € -0,2 mln. euro -15%
10.0 € 0.9 €
2.5 € 2.0 € 1.3 € 1.2 € 1.1 €
2.5 €
4.6 € -0,3 mln. euro -7%
4.8 € 4.5 €
5.0 € 5.5 € 5.2 €
5.7 €
5.5 €
3.8 € 4.6 €
2.7 € 3.3 € +0,8 mln. euro +20%
1.2 € 1.6 € 2.1 €
0.0 €
2012 2013 2014 2015 2016 2017 2018*
GDP DYNAMICS (YOY,%) REMITTANCES VS. TOTAL TV MARKET SPENDS (MLN. EUR):
14.8 14.5
8.9% 13.7 13.7 2.00
14.00
12.4 12.4 1.80
12.00
11.5 1.60
1.32
10.00 1.16 1.21 1.18 1.20 1.40
1.11
0.97
1.20
8.00
4.6% 4.5%
1.00
6.00 0.80
3.0% 4.00
0.60
2.0%
0.40
2.00
TV ad market spends Remmittances 0.20
0.00 -
2012 2013 2014 2015 2016 2017 2018*f 2012 2013 2014 2015 2016 2017 2018*f
-0.7% -0.5%
REMITTANCES – HIGHER
CORRELATION WITH AD
ACTIVITY DYNAMICS
60% 48
Monthly
5 4
8
7 30 21
16 14
40%
70 70 70 21 13 Weekly
68 68 68 65 13
61
30 27
20% 37 24
36 20
26 30
Daily
7 7 8 7
0%
2015/1 2016/1 2017/1 2018/1 2015/1 2016/1 2017/1 2018/1 2015/1 2016/1 2017/1 2018/1 2015/1 2016/1 2017/1 2018/1
Source: X-Plane 2015/1 - 2018/1; TA: 18+ Urban (xPlane measures only Urban audience)
TV MEDIA LANDSCAPE
THE VOLUME OF TV MARKET IN MOLDOVA
Mln.
350.0
DYNAMICS OF MEDIA INVESTMENTS IN TV MARKET (.LEI AND €)
320.4 MDL
300.0
275.7 MDL
266.6 MDL 260.3 MDL
253.8 MDL
250.0 239.5 MDL
227.0 MDL
200.0
+3% in .lei
(vs.2017)
150.0
100.0
+7% in €
(vs.2017)
50.0
13.7 € 14.8 € 14.5 € 12.4 € 11.5 € 12.4 € 13.3 €
0.0
2012 2013 2014 2015 2016 2017 2018*f
Source: AAPM; Budgets without VAT, after discounts; without political advertising; *f – forecast
TOP 20 ADVERTISERS BUY ~65% OF TOTAL INVENTORY, SMALL MOVE INTO DIGITAL
TOP 20 ADVERTISERS (BOUGHT WGRP 2015) (BOUGHT WGRP 2016) (BOUGHT WGRP 2017) (BOUGHT WGRP 2018 YTD)
Berlin-Chemie 39,069 Berlin Chemie 41,063 Berlin Chemie 42,533 Efes Vitanta 13,768
Source: AGB Moldova 2016-2017-2018 (Jan-Aug); wGRP calculated by TV channels buying audiences
STRUCTURE OF TV CHANNELS IN MOLDOVA – IP TV IS RESHAPING THE TV VIEWING
TECHNICAL COVERAGE OF TV CHANNELS INCLUDED IN THE AGB NIELSEN PANEL
NATIONAL AIR REGIONAL AIR LOCAL AIR CABLE ONLY
CONNECTION TYPE
COVERAGE COVERAGE COVERAGE COVERAGE
IP TV
17.9%
91% 64% 71% 75%
46.5%
Air
22.0% 78% 72% 69% 73%
Satelite
13.6% 74% 68%
70%
44%
4.1%
9.9%
9.8% 10.1%
11.3%
Others TV - 11.4%
39.9% 9.2% 11.0%
More than 300 TV 41.4% 41.1% 44.1% 7.8%
channels viewing 5.3% 5.7% 4.0%
SHR% 8.6%
58%
Commercial
8.5%
1.4%
4.1%
9.7%
2.7%
11.0%
4.6%
12.3%
8.2%
8.2%
6.6%
7.9%
4.0%
5.9%
7.2%
3.1%
6.1%
7.3%
3.9% 3.6% 3.6%
4.8% 4.1% 3.9% 4.5% 2.8%
share sum of 5 4.7% 4.3% 3.4% 3.4%
channels (Prime, 4.1%
N4, RenTV, 19.2% 18.2% 17.9% 16.0%
Canal2 , RTR 11.3% 10.8% 10.8% 8.9%
Moldova) in total
2015 2016 2017 2018 YTD 2015 2016 2017 2018 YTD
TV market
Prime
Canal 2
22%
Canal 3
Publika TV
N4
RenTV
-59% SHR% lost by
PRIME since 2008
СТС
Domashniy 12%
RTR
THT 9%
NTV Moldova
TV7/8
PRO TV
Jurnal TV
Moldova1
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 YTD
RTR
THT 9%
NTV Moldova
TV7/8 6%
PRO TV
Jurnal TV
Moldova1
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 YTD
PERFORMING OF SHARE BY LOCAL CONTENT / AVERAGE PER MONTH (BASE = 18 HOURS / DAY, I.E. ONLY COMMERCIAL HOURS):
Channels Jan '17 Febr '17 Mar '17 Apr '17 May '17 Jun '17 Jul '17 Aug '17 Sept '17 Oct '17 Nov '17 Dec '17 Jan '18 Febr '18 Mar '18 Apr '18 May '18 Jun '18
Prime 14% 19% 20% 15% 22% 20% 18% 8% 19% 38% 39% 41% 30% 45% 49% 43% 49% 48%
Canal 2 20% 20% 21% 18% 17% 17% 18% 15% 21% 66% 65% 65% 51% 64% 64% 58% 65% 63%
Canal 3 20% 29% 38% 34% 42% 40% 40% 22% 38% 52% 55% 61% 48% 59% 60% 56% 59% 60%
Publika 109% 100% 110% 105% 111% 106% 108% 110% 97% 96% 92% 94% 111% 111% 110% 107% 113% 111%
N4 26% 27% 30% 27% 29% 29% 29% 22% 28% 30% 30% 28% 29% 30% 28% 24% 29% 27%
Ren TV 8% 10% 11% 7% 6% 7% 6% 4% 7% 9% 8% 10% 10% 17% 21% 16% 17% 19%
СТС 24% 24% 28% 24% 29% 28% 27% 12% 28% 31% 34% 36% 21% 35% 35% 31% 33% 33%
Familia / Domashniy 5% 6% 10% 11% 12% 11% 11% 7% 7% 9% 12% 14% 14% 16% 17% 15% 16% 16%
RTR 12% 18% 21% 18% 20% 20% 19% 12% 19% 21% 22% 25% 16% 33% 34% 31% 30% 33%
ТНТ 0% 0% 0% 0% 0% 1% 1% 1% 1% 1% 4% 8% 9% 15% 17% 16% 18% 18%
NTV 14% 29% 28% 25% 23% 22% 22% 11% 23% 24% 23% 23% 19% 32% 30% 26% 28% 27%
PRO TV 41% 42% 46% 45% 45% 43% 44% 43% 43% 45% 48% 38% 33% 42% 43% 39% 43% 42%
Jurnal TV 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 102% 104% 107% 108% 97% 99% 98%
TV8 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 66% 0% 0% 70% 69% 69% 69%
Source: AGB Moldova 2017; «Before LAW» - March-April, 2017; «After LAW» - October-November, 2017
TV DROWING IN EFFICIENCY BUT REQUIRES HIGHER COSTS
All Moldova
All Moldova
+53% +56%
Urban
+53%
18+
18+
4+
*Average market inflation ‘18 vs. ’17, recalculated by TV channels commercial share (by each audience)
15%
11%
7%
6% 6%
4% 4% 5%
3% 3% 3%
2% 2%
1%
Prime Canal 2 Canal 3 Publika TV N4 RenTV СТС Familia TNT NTV RTR Moldova1 Jurnal TV PRO TV TV8
Domashniy Moldova Moldova Moldova
2018
Structural changes on TV market – a new sales house has been launched at the end of 2018,
which became Nr.2 Sales House after Casa Media
Source: on the basis of October-November 2017 data AGB Moldova; cSHR by channels for TA: All 18-45 Day parts – 06:00-23:59
TV MARKET AD REVENUE DYNAMICS – NO GROWTH DESPITE OF HUGE INFLATION
13% 10%
SALES HOUSE JAN-AUG 2017 JAN-AUG 2018 DYNAMICS 13% In House
Market volume (€)
21%
Casa Media € 3,682,232 € 4,711,111 28% 15%
Nova TV
14%
Exclusiv SH € 1,033,335 € 1,141,353 10%
Nova TV € 1,602,394 € 1,013,651 -37% Exclusiv
52% 62%
IN HOUSE € 904,766 € 842,029 -7%
Casa Media
TOTAL € 7,222,727 € 7,708,144 7%
Jan-Aug, 17 Jan-Aug, 18
9% 6%
Market volume (GRPs)
Источник: AGB Moldova 2017-2018; ЦА: баинг. аудитории телеканалов / SOLD OUT по Eq. GRPs
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