Media Snapshot. Lithuania, June 2016

Transcription

1 Media Snapshot Lithuania, June 2016

2 Gross ad spends dropped below previous years level in April Monthly Gross Ad Spends, EUR -6% Y Y Y Gross ad spends were 6% lower in April 2016 comparing to the same period last year and also 6% lower comparing to March TNS LT data

3 The only growing media channel was Online* while all others decreased 2016 April vs April, Gross Ad Spends Change, % 20% 15% 13% 10% 5% 0% -5% -10% -5% -15% -20% -25% -23% -15% -19% TV Local Online Display* Radio Print OOH Gross ad spends in Online* increased by 13%. They decreased in other media channels: in TV by 5%, in Print by 15%, in OOH by 19%, in Radio by 23%. *Only local Lithuanian websites are being monitored TNS LT data

4 TV ratings also decreased quite significantly in May Average Monthly All Commercial TV Channels Rating, 4+ Audience, % 16,0-14% 14,0 12,0 10,0 8,0 6,0 4,0 Y Y Y Average 4+ TV rating decreased by 14% comparing May 2016 to April Yet it decreased only by 2% comparing April 2016 to the same period last year. TNS LT data

5 The Main Buyer audience was watching less TV as well Average Monthly All Commercial TV Channels Rating, Women Audience, % 16,0 14,0-9% 12,0 10,0 8,0 6,0 4,0 Y Y Y Average Women TV rating decreased by 9% comparing April 2016 to March TV3 ratings decreased by 9%, BTV by 10%, TV6 by 14%, TV1 by 17%, LNK by 19%. Info TV ant NTV ratings increased by 33%, TV8, Lietuvos rytas TV, PBK and REN were stable. Average Women TV rating was 1% higher in May 2016 comparing to May TNS LT data

6 Most of the top newspapers lost some of their readers in 2016 Coverage (%), A15+ Audience % 2% 53% 6-6% -14% -19% -24% -22% -3% -10% Spring 2016 Spring Average total top 10 newspapers reach decreased by 6% comparing 2016 Spring to 2015 Spring. However, few newspapers readership increased: Miesto laikraštis (regional newspaper) by 73%, TV Publika (national newspaper) by 2% and Tauragės kurjeris (regional newspaper) by 53%. TNS LT data; 2015 Spring vs Spring

7 Savaitė is growing and widening the gap from the former most popular title Žmonės Coverage (%), A15+ Audience % -25% 0% 8% -11% -18% 1% 23% 6% -4% Spring 2016 Spring Average total top 10 magazines reach decreased by 3% comparing 2016 Spring to 2015 Spring. Positive readership change were in these magazines: Stilius increased by 23%, Savaitė by 13%, Prie kavos by 8%, Panelė by 6% and Savaitė.Namie ir sode by 1%. TV Antena remained stable. Weekly magazines: Savaitė, Žmonės, Prie kavos, Ji, TV Antena, Ekspress nedelia, Stilius Monthly magazines: Panelė, Moteris Fortnightly magazine: Savaitė. Namie ir sode TNS LT data; 2015 Spring vs Spring

8 Two leading magazines among The Main Buyer audience are rather equal reach wise but their trends are different Coverage (%), Women Audience % -19% 7% -20% -5% 1% -3% 3% -25% 0% Spring 2016 Spring Average total top 10 magazines reach (Women audience) decreased by 4% comparing 2016 Spring to 2015 Spring. Savaitė increased by 23%, Prie kavos by 7%, Ekspress Nedelia by 3%. Cosmopolitan remained stable. Moteris decreased by 25%, JI by 20%, Žmonės by 19% and TV Antena by 5%. Weekly magazines: Savaitė, Žmonės, Prie kavos, Ji, TV Antena, Ekspress nedelia., Moters savaitgalis Monthly magazines: Panelė, Moteris, Cosmopolitan TNS LT data; 2015 Spring vs Spring

9 April was a very positive month for the weather forecast website Gismeteo.lt Very little changes reach wise among the top 10 local Lithuanian websites with an exception of Gismeteo.lt, a weather forecast website, which attracted over 16% more unique users in April 2016 comparing to the previous month. gemiusaudience, April 2016

10 Since June min.lt has offered ad free content for a 1 EUR/month subscription fee On the 1 st June 2016 the second biggest news portal in Lithuania 15min.lt announced that their full content is now available ad free for a 1 EUR/month subscription fee. Full content is still available free of charge for those people who are not using ad blockers.

11 Delfi.lt launched a Facebook Messenger bot for UEFA Euro 2016 The biggest news portal in Lithuania Delfi.lt launched a fully automated Facebook Messenger bot, dedicated to answer most of the questions related to UEFA Euro It also proactively feeds its users with the most important championship news.

12 Contact: Marius Marčenkovas Media Director Dentsu Aegis Network Phone: