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Poland Media Report - 2014

  • September 2014
  • -
  • Emerging Markets Direct Media Holdings
  • -
  • 16 pages

This report covers the market developments in FY 2013, H1/2014 and the data available as of September 2014.

The Polish advertising market dropped by 5% y/y to approximately PLN 7.2bn (EUR 1.7bn) in 2013, maintaining the same y/y decline pace as in 2012, according to market data. The ad market has witnessed an increasing price pressure over the past two years, in the context of shrinking advertising budgets. Dailies and the outdoor channel recorded the steepest plunge in advertising expenditure in 2013, while the TV segment, which accounts for roughly half of advertising expenditure, also dropped by 3.5% y/y last year. The internet was the only segment that recorded positive y/y performance in 2013.

The situation on the Polish market is not different from the other countries in the region, where also advertising expenditures followed downward path in the past few years, paralleling the deteriorating global macroeconomic situation. Nonetheless, the situation showed signs of stabilization in 2013 and the ad market is continuously gaining confidence.

In H1/2014, the advertising market returned in the positive area, driven by the 5% y/y increase of the TV segment and the 6.5% y/y advance of internet advertising expenditures.

The Polish advertising market is expected to slightly recover in 2014 and record more noticeable growth in 2015. Prospects for the future are linked to the overall performance of the economy and the situation of the media market. The traditional media will predictably continue to face challenges and lose grounds to the internet, which has been growing at accelerated pace in the recent years.

Key points:

oAdvertising market continues downward in 2013

oTV advertising market returns to annual growth in H1/2014

oPrinted media continues losing grounds to digital publishing in 2013

oNumber of cinemas increases in 2013

oCinema ticket sales down y/y in Q2/2014, FY figures expected to remain at 2013 level

oEBRD sells 33% of its shares in Cyfrowy Polsat

oBritain's Cineworld buys entire cinema business of WSE-listed Cinema City

Table Of Contents

Poland Media Report - 2014
Executive summary4

Market overview5

Advertising market continues downward in 20135

... but returns on upward path in H1/20145

Ad market expected to increase slightly in 2014, driven by positive performance projected for internet segment6

Digital radio to further increase coverage, launch new stations6


Revenues from TV, radio services marginally up y/y in 20137

TV advertising market returns to annual growth in H1/20147

Polish pay TV market to rank 6th in Europe by revenues in 2014- report8

Number of free-to-air terrestrial TV users rises8

TVN, Polsat, TVP maintain leader market shares in TV advertising in 20138

TVN expects high single digit growth of ad revenues in Q3/20148

TVN completes first stage of share buyback program this year9

EBRD sells 33% of its shares in Cyfrowy Polsat9

Cyfrowy Polsat's takeover of Polkomtel completed in May9

TVP reduces loss in 2013, reports improving results in H1/201410

Printed media10

Newspaper digital sales rise at double-digit y/y pace in Q1/201410

Revenues of book publishers roughly stable y/y in 201310

Printed media continues losing grounds to digital publishing in 201311

Agora finalizes first buyback offer, to launch new offer by Jun 201512

Agora takes PLN 170mn loan from Bank Pekao, plans acquisitions12


Online advertising market keeps growing, despite slowdown y/y13

E-commerce market continues expanding at double-digit annual rate13

E-book market value keeps accelerated dynamics14

Online marketing service provider Sparc Media buys advertising agency Q14

Ruch acquires 28% stake in digital press distributor e-Kiosk14


Number of cinemas increases in 201314

Cinema ticket sales down y/y in Q2/2014, FY figures expected to remain at 2013 level15

Britain's Cineworld buys entire cinema business of WSE-listed Cinema City15

Agora to open two Helios cinemas in H2/201415

Independent cinemas set up Moje Kino network16

Table 1 Advertising market by segment in 2012- 2014 (y/y, in %)6

Table 2 TV, radio subscriber base in 2003-2013 (mn subscribers, annual, y/y)7

Table 3 Top 10 pay TV countries in Europe in 20148

Table 4 Number of books published in 2005-2013, by type11

Table 5 Number of newspapers and magazines published in 2005-201312

Table 6 Internet access-Selected indicators in 2009-2013 (%)13

Table 7 Cinema market- Selective indicators in 2009-2013 (annual)15

Figure 1 Advertising market performance in 2006-2013 (y/y, in %)5

Figure 2 Advertising expenditure by category in 2013 (% of total)5

Figure 3 Advertising expenditure by category in H1/2014 (% of total)6

Figure 4 TV advertising market in 2012-2014 (y/y)8

Figure 5 TV advertising market shares in 2012-2013 (in %)8

Figure 6 Online advertising expenditures in 2012-2014 (y/y)13

Figure 7 Internet retailers in Poland in 2013- Market shares by Retail value RSP excl. Sales Tax (%)14

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