MEDIA LANDSCAPE BULGARIA 2017 Introduction to Media Overview
The analyses and trends outlined in this media overview present Media Club’s reading of all available data and are largely based on the agency’s experience as a direct media buyer, our know-how, and our perception of the current frame of mind of both clients and media.
Despite the overall confusion stemming from the various data sources, several trends are confirmed by both gross and net data:
The media Ad market shows stable growth, with ad investments shifting to channels that provide for effective and efficient media campaigns that can be measured and evaluated.
Media consolidation facilitates multi-channel deals and execution of cross-platform campaigns that tackle the changing pattern of media consumption.
The following pages aim at providing businesses with a glimpse of what we do and a snapshot of the media landscape we all navigate through. We hope you enjoy reading it.
Source: Media Club Strategic Insights 2017, Bulgaria CONTENT
1. General Information ▪ Key Facts ▪ Advertising Investments ▪ Media Usage 2. TV 3. Online 4. Radio 5. Print 6. Cinema KEY FACTS Sociodemographic & Economic Facts
Gross Domestic Product Population Age Structure absolute and in %
Total per capita €48 128 mln. € 6 777 2016 2016 Under 15 15-24 25-34 35-44 45-54 55-64 65-74 75 +
1001 K 660 K 947 K 1 056 K 983 K 982 K 861 K 611 K 14% 9% 13% 15% 14% 14% 12% 9%
Comparative Population Gross Value Added by Economic Sector Consumer Private Household Spending by Sector in million population in million € in % Foods and non-alcoholic beverages Germany 82 Arts entertainment and recreation… 945 England 66 Others (incl. saving deposits, debt paid Construction 1 626 France 65 etc.) 4%3% Housing, water, electricity, gas and Italy 59 Agriculture forestry and fishing 1 952 4% other fuels 4% Transport Spain 46 Information and communication 2 566 29% Romania 20 5% Social insurance contributions Professional scientific and technical… 2 603 Portugal 10 5% Health Hungary 10 Financial and insurance activities 3 000 Serbia 9 Taxes Real estate activities 3 976 5% Austria 9 Recreation, culture and education Bulgaria 7 Public administration and defence;… 5 541 6% Communication Slovakia 5 Adjustments (taxes less subsidies… 6 602 16% 6% Croatia 4 Alcoholic beverages and tobacco Wholesale and retail trade; repair of… Lithuania 3 9 188 13% Furnishing and maintenance of the Latvia 2 Mining and quarrying;… 10 130 house Estonia 1 Clothing and footwear
Source: National Statistic Institute of Bulgaria; Eurostat 2016 Sociodemographic & Economic Development
Population Development in Bulgaria Development of the Age Structure of the Population Development of Consumer Spending by Industry in % in € ,average by capita under 10 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80+ 800 100% 2011 2016 600 80% 400
60% 200 0
7 928 901 7928 40%
7 364 570 7364
7 204 687 7204
7 186 893 7186
7 101 859 7101
7 037 935 7037 6 981 642 6981
20% Taxes
Health
saving…
footwear
Transport (incl. Others
culture and… culture
Alcoholic
alcoholic… goods and… goods
0% Recreation,
beverages and… beverages
Clothing andClothing
contributions
maintenance of… maintenance Miscellaneous
2001 2009 2011 2012 2013 2015 2016 2010 2011 2012 2013 2014 2015 2016 gas… electricity,
Furnishing andFurnishing
Social insurance Social
Communication
Foodsnon- and Housing, water, Housing, Development of the Gross Domestic Product Key Economic Sectors – Distribution and Change in million € (GDP) and € (GDP per capita) in million €, change in %
GDP GDP per Capita 12 000 2015 2016 Change 30% 50 000 8 000 10 000 25% 45 000 20% 7 000 8 000 40 000 15% 6 000 6 000 10% 35 000 4 000 5% 30 000 5 000 0% 2 000 25 000 4 000 -5% 0 -10% 20 000 3 000 15 000 2 000 10 000 5 000 1 000 0 0 2011 2012 2013 2014 2015 2016
Source: National Statistic Institute of Bulgaria 2001-2016 ADVERTISING INVESTMENT The top 10 industries account for 93% of total ad investments for 2017
Gross Media Mix € Total Advertising Market Gross Advertising Investment of the Top 10 Industries in % and million €, 2017 in million € , 2017, TV + Print data
PHARMACEUTICALS 127 FOODS 98 COSMETICS 90 RETAIL OUTLETS 89 DRINKS 73 TV Print *Internet *Radio *OOH *Cinema TELECOMMUNICATION 69 HOBBY. FASHION. SPORT 46 78% 5% 7% 4% 6% - FINANCIAL SERVICES 37 HOUSEHOLD CHEMISTRY 28 691 € 42 € 60 € 33 € 55 € 1.3 € MOTORING 24 0 20 40 60 80 100 120 140
*Estimated Net Media Mix € Total Advertising Market Gross Advertising Investment by Industry in % and million €, 2017 2017 in %. TV+ Print data
Cum. ad expenditures - Top 10 industries Cum. ad expenditures - remaining industries
TV Print Internet Radio OOH Cinema 93% 7% 63% 4% 17% 5% 11% -
207 € 12.6 € 54 € 16.5 € 36 € 0.9 € 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: Nielsen AdMosphere; IAB Bulgaria, *Agency Estimations 2017 Advertising investments are increasing steadily
Development of Gross Advertising Investment Development of Media Mix Total Advertising Market Development of Industry Investment Top 10 Industries in million € in % in million €, 2014-2017, TV + Print data
TV PRINT ONLINE RADIO OOH 130
1 000 100% 120
110 900 90% PHARMACEUTICALS
100 FOODS 800 80% 90 COSMETICS 700 70% 80 RETAIL OUTLETS
600 60% 70 DRINKS
500 50% 60 TELECOMMUNICATION
50 HOBBY. FASHION. 400 40% SPORT 40 FINANCIAL SERVICES 300 30% 30 HOUSEHOLD CHEMISTRY 200 20% 20 MOTORING 10% 100 10
0 0% 0 2012 2013 2014 2015 2016 2017 2013 2015 2017 2014 2015 2016 2017
Source: Nielsen AdMosphere; IAB Bulgaria; Agency Estimations 2014-2017 The National Lottery in the Hobby. Fashion. Sport category is the largest ad investor for 2017
Top 5 Advertisers in Bulgaria by Industry in million €, 2017, TV + Print data Tele- Hobby. Fashion. Household 25 Pharmacy Foods Cosmetics Retail Outlets Beverages communication Sport Finance Chemistry Automotive
20
15
10
5
0
Source: Nielsen AdMosphere 2017 MEDIA USAGE Different media is suitable for different KPIs
Reach
Efficiency
Intensity of Use
Brand Building
Activation
Selectability
Source: own illustration TV IN BULGARIA AGENDA TV IN BULGARIA
1. TV Ad Investments
2. TV Landscape and Market Share
3. TV Usage TV AD INVESTMENTS The dynamics of the total TV investments outlines a 14% increase in value and increase in share
Gross TV Advertising Investments 2006 - 2017 in million € and in %
Ad investments in million € Ad market share in % 100% 800
90% 691 700
80% 608 600 70% 531 509 484 500 60% 404 410 50% 359 400 331 331 316 40% 300 244 30% 200 20%
100 10%
0% 0 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Nielsen AdMosphere 2006-2017 Gross Ad investments increase with 14% year-on- year according to Nielsen
Gross Advertising Investment by TV Groups Number of Spots TRP’s 30 in million € in ‘000 2017, TG: All 18-49
18% 12% 1% 450 2 500 1 400 000 2306
400 385 € 1 150 902 2052 1 200 000 1 140 664 2 000 350 325 € 14% 1 000 000 -4% 300 279 € 1 500 245 € 800 000 250 696 430 6% 665 797 200 962 600 000 1 000 909 -17% 150 633 400 000 -27% 523 100 500 -22% 200 000 37 € 50 27 € 75 446 58 502
0 0 0 NBG BMG remaining channels NBG BMG remaining channels NBG BMG remaining channels
2016 2017 2016 2017 2016 2017
Source: Nielsen AdMosphere 2017 Gross Ad investments increase with 14% year-on- year according to GARB
Gross Advertising Investment by TV Groups Number of Spots TRP’s 30 in million € in ‘000 2017, TG: All 18-49
450 20% 2 500 1 400 000 8% 400 382 € 0% 2047 1 200 000 13% 2 000 350 1887 -1% 318 € 962 006 962 424 297 € 1 000 000 300 835 224 264 € 824 161 1 500 250 2% 800 000
200 959 978 600 000 1 000 -22% 150 400 000 -26% 574 100 -6% 500 447 200 000 50 37 € 68 721 27 € 64 473
0 0 0 NBG BMG remaining channels NBG BMG remaining channels NBG BMG remaining channels
2016 2017 2016 2017 2016 2017
Source: GARB 2017 The top 10 industries account for 94,5% of TV market share in 2017
Total TV Ad Investments 2017 - 691 million € Competition Share - Top 10 Industries in %, 2017 Cum. ad expenditures - Top 10 industries Top 10 Industries TV, 2017 Cum. ad expenditures - remaining industries in million € and in % of total ad investments 94.5% 5.5%
Pharmacy 122 17.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Foods 97 14.1% Competition Share - Top 5 Companies Cosmetics 87 12.6% in million € / company count, 2017 Top 5 companies (cum.) Retail Outlets 83 12.0% Remaining industry (cum.) 140 Count companies 250 120 Beverages 72 10.5% 200 100 Tele-communication 66 9.5% 80 150 60 100 Hobby. Fashion. Sport 42 6.1% 40 50 20 Finance 35 5.1% 0 0 Household Chemistry 28 4.0% Automotive 21 3.0%
Source: Nielsen AdMosphere 2017 The largest ad investor is in Hobby. Fashion. Sport. with more than 80% share in the category
Top 5 Advertisers of Top 10 Industries in million €, 2017
25 Tele- Hobby. Fashion. Household Retail Outlets Pharmacy Foods Cosmetics Beverages communication Sport Finance Chemistry Automotive
20
15
10
5
0
Source: Nielsen AdMosphere 2017 TV LANDSCAPE AND MARKET SHARE Two media groups dominate the TV landscape with 96% market share in 2017
Overview TV Landscape and Largest Media Groups Market Share of Media Groups (Gross ad revenues) in %
bTV Media Nova Broadcasting Media Groups BNT Others 1% Group Group 2% 3% BNT 4% bTV
13% bTV Niche 32% Third Party Channels
Nova
Portfolio Nova Niche
FOX Channels
Third Party Channels 8% Others 37% 0%
# of channels*: 44 Total ad revenues TV in 2017: 691 million €
*Nickelodeon moved to NBG in the end of the year ; Discovery Group moved out of NBG in Oct 2017 Source: Nielsen AdMosphere 2017 Two TV stations account for 69% market share in 2017
Market Share – Main TV Networks (Gross ad revenues) Market Share – Other Private TV Networks (Gross ad revenues) in %, 2017 in %, 2017 Nova Sport TLC BNT 1 BNT HD ID Xtra 0.1% 0.5% 0.5% 0.1% 0.1% Discovery Disney Channel Channel 0.5% 0.6% Others City TV 3.2% 0.2% AXN 0.5% Fen TV 5.7%EKids bTV 1.6% 32.2% Eurocom 11.3%
Nova TV Evropa 36.7% 43.2% Bulgaria On Air 13.5%
Cartoon bTV Action Network 3.1% bTV Cinema 7.7% 2.2% The Voice Planeta TV 9.4% bTV Comedy bTV Lady 7.6% Kino Nova 2.0% 0.5% 4.9% RING BG Diema FamilyDiema 0.3% 3.7% 4.0% 24 Kitchen FOX Crime 0.1% National 0.9% FOX Nickelodeon Geographic FOX Life 1.0% 0.2% 1.0% 1.0% Source: Nielsen AdMosphere 2017 Nielsen and GARB outline different market leaders in TV viewership
Top 25 Channels AVG Daily Ratings by Nielsen - Adults 18-54 Top 25 Channels AVG Daily Ratings by GARB - Adults 18-54 in thousands viewers in thousands viewers
NOVA TV 113.5 BTV 166.0 BTV 97.4 NOVA TV 83.0 OTHER 68.1 OTHER 57.5 KINO NOVA 17.4 BNT 1 30.5 BTV COMEDY 16.2 BTV CINEMA 15.3 BNT 1 15.4 BTV ACTION 15.2 BTV CINEMA 15.0 BTV COMEDY 14.2 BTV ACTION 14.2 KINO NOVA 12.5 DIEMA 14.2 DIEMA 10.8 DIEMA FAMILY 13.6 DIEMA FAMILY 8.4 DISCOVERY CHANNEL 7.1 FOXCRIME 7.2 FOXCRIME 6.6 FOX 6.4 NATIONAL… 6.4 NICKELODEON 6.4 FOX 5.5 NATIONAL GEOGRAPHIC 6.3 PLANETA TV 4.6 CHANNEL 3 6.2 TV EVROPA 4.5 DISCOVERY CHANNEL 5.9 NICKELODEON 4.4 DISNEY CHANNEL 4.7 CARTOON NETWORK 3.9 FOXLIFE 4.2 NAT GEO WILD HD 3.4 CARTOON NETWORK 4.0 FOXLIFE 3.3 TV EVROPA 3.8 BTV LADY 3.3 THE VOICE 2.8 DISNEY CHANNEL 3.1 TLC 2.8 EUROSPORT 2.8 BTV LADY 2.7 DIEMA SPORT 1 2.7 PLANETA TV 2.5 TLC 2.6 BULGARIA ON AIR 2.3
Source: GARB 2017, Nielsen AdMosphere, 2017 Top 25 TV formats in 2017 – mostly TV series, game and reality shows
Top 25 Recurring Shows - Adults 18+ Top 25 Recurring Shows - Adults 18-54 in thousands viewers in thousands viewers
bTV - Paramparca Nova - Your Face Sounds Familiar bTV - Asla Vazgecmem bTV - The Voice of Bulgaria bTV - The Voice of Bulgaria Nova - BIG BROTHER: Most Wanted bTV - Wife Swap bTV - The Farm bTV - The Farm bTV - Wife Swap bTV - MasterChef bTV - MasterChef Nova - Your Face Sounds Familiar bTV - Paramparca bTV - La Dama Velata Nova - VIP BROTHER 2017 bTV - True Stories Nova - Stolen life Nova - BIG BROTHER: Most… Nova - Home for Everyone bTV - The Comedians and Friends Nova - I Love Bulgaria bTV - Muhtesem Yuzyil: Kosem Nova - The X Factor bTV - Citizens in Excess Nielsen Nova - We, Ours and Yours bTV - Citizens in Excess Nielsen Nova - VIP BROTHER 2017 GARB bTV - Le tre rose di Eva Nova - Kitchen Nightmares GARB Nova - Stolen life Nova - Sofia Day and Night Nova - I Love Bulgaria Nova - Fish on the Cake Nova - The X Factor bTV - La Dama Velata bTV - Brigade New Home bTV - True Stories Nova - Family Feud bTV - The Comedians and Friends Nova - Balika Vadhu bTV - Brigade New Home bTV - Paparazzi bTV - Paparazzi bTV - Un Amore e una Vendetta bTV - Muhtesem Yuzyil: Kosem bTV - News Nova - Lords of the air Nova - Kitchen Nightmares Nova - Family Feud 0 200 400 600 800 1000 1200 1400 0 200 400 600 800 1000 1200 1400
Source: GARB 2017, Nielsen AdMosphere, 2017 TV USAGE TV stations focus on a wide variety of target groups
Female/Male Ratio Top 25 TV Channels in % female users and age. Bubble size indicates share
% female Nielsen AdMosphere % female GARB 100% 100% younger, female older, female younger, female older, female 90% 90%
Diema Family 80% 80% bTV Lady bTV Lady Diema Family 70% Nova 70% TLC Disney Channel FOX Crime FOX Life bTV FOX Crime 60% Planeta TV 60% bTV FOX Planeta Folk TV Disney Channel bTV ComedyKino Nova Nova Nickelodeon 50% Kino Nova Kanal 3 50% Cartoon Network BNT 1 BNT 1 FOX Kanal 3 Bulgaria On Air bTV Comedy Others Diema Bulgaria On Air bTV Cinema TV EVROPA Discovery other ch. Other 40% bTV Cinema TV Evropa 40% Nickelodeon BIT Diema Cartoon Network bTV Action Nat Geo Wild bTV Action 30% 30% Discovery National Geographic National Geographic Discovery Channel 20% Diema Sport 1 20%
10% 10% younger, male older, male younger, male older, male
0% 0% 15 25 35 45 55 65 75 15 25 35 45 55 65 75 Average age in years Average age in years
Source: GARB 2017, Nielsen AdMosphere, 2017; Time: 24h Prime time peak throughout all age groups in 2017
Daypart Reach in % A 18+ A 18-24 A 25-54 A 55+ 80 70 60 50 Nielsen AdMosphere 40 30 20 10 0 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 01:00 02:00
A 18+ A 18-24 A 25-54 A 55+ 80 70 60 50 40 GARB 30 20 10 0 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 01:00 02:00
Source: GARB 2017, Nielsen AdMosphere 2017 TV SEASONALITY AND PRICING Best CPT/Reach ratio is in January and December and in Prime-Time
Reach vs. CPT for TV in Total 2017 All 18+ Daily reach vs. CPT for TV in Total 2017 All 18+ in % viewers and € in % viewers and €
CPT Reach CPT Reach / day 10.0 100 10.0 100 95 90 8.0 90 8.0 80 85 70 6.0 80 6.0 60 75 50 4.0 70 4.0 40 65 30 2.0 60 2.0 20 55 10 0.0 50 0.0 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: Nielsen AdMosphere, 2017; Time: 24h ONLINE IN BULGARIA AGENDA ONLINE IN BULGARIA
1. Online Ad Investments
2. Online Landscape and Market Share
3. Online Usage ONLINE AD INVESTMENTS The revenue growth of the online market shows display advertising is still the largest segment
Year-over-year revenue development 2013-2017 Figures in million €
70
60 2 1.2 6.11 50 Display advertising 1.7 1.1 16.24 40 4.7 Google Search
1.8 1.1 Facebook 11.2 30 3.6 13.13 YouTube 1.2 1.2 8 3.4 CPC, CPA 20 1.21 10.1 2.9 4.8 8 Others 3.6 6.7 10 5.3 21.33 15.8 12.7 7.6 8.2 0 2013 2014 2015 2016 2017
Source: IAB Bulgaria/HIS/AdEx 2013-2016, Agency estimation for 2017 ONLINE LANDSCAPE AND MARKET SHARE Top websites and online groups
Top 10 Online groups Real users in millions Top 25 online websites in thousands real users
2,39 vbox7.com 1 900 olx.bg 1 666 abv.bg 1 535 1,13 nova.bg 1 361 framar.bg 1 206 0,99 vesti.bg 1 102 24chasa.bg 1 014 0,97 blitz.bg 987 bg-mamma.com 985 novini.bg 949 0,92 dir.bg 938 dariknews.bg 936 0,76 mobile.bg 910 dnes.bg 899 alo.bg 888 0,56 pazaruvaj.com 848 sinoptik.bg 847 0,52 zajenata.bg 839 sportal.bg 811 btv.bg 794 0,52 actualno.com 786 fakti.bg 781 0,48 edna.bg 719 btvnovinite.bg 661 bazar.bg 644
Source: Gemius December 2017 ONLINE USAGE Internet is essential for all
Gender Age Education in % in % in % 1% 5% 18.9% 15.4% 19% Pre-primary or no education 15-24 Elementary education 52% 48% 25-34 35-44 39% Secondary education 23.1% 19.5% 45-54 Bachelor or college education 55+ 36% Master degree or Ph.D 23.1%
Income profile Internet penetration (15+) in % in %
€ 80% 70% Total High 28% 70% 60% 3.5 mln. Medium 50% 30% 40% Online Users Low 30% 11% 20% Prefer not to say 10% 31% 0% 2010 2011 2012 2013 2014 2015 2016
Source: IAB Bulgaria/HIS/AdEx 2010-2016, The Consumer Barometer Survey 2014/15, Gemius December 2017 People are online via different devices
Device usage Mobile Operating systems in % in %
26% 94% tablets 4.7% mobile phones + 63% 7.1% smartphones computers Android
Windows 7 14.9% 39.7% Internet access by device (usage) in % Windows 10
100% iOS 86% 80% 71% PC/Laptop Windows XP 60% Smartphone 27.7% 40% Tablet
20% 17%
0% 2015 2016 2017
Source: The Consumer Barometer Survey 2017, ranking.gemius.com, Gemius 2015-2017 Main motivations for e-commerce purchases are mostly urgent need or gift for someone
Online buyers Top 10 types of websites used for online purchases from foreign countries % of internet users who purchased online (by device) in %
Clothing & accessories or footwear Sports equipment Mobile phones, SIM cards 31% Computer hardware, software or peripherals Purchased a Cosmetics, beauty or health products Home & household goods, home furnishing product online 89% Personal or domestic appliances 5% Digital cameras/camcorders, audio devices 4% Toys Others 0% 10% 20% 30% 40% 50% 60%
Internet usage motivations for product purchase Top 20 online advertisers in % in wna count, 2017
A gift for oneself or for others 29%
An urgent need 28%
A discount/promotion 24%
An impulsive purchase 15%
A holiday/trip 9%
Source: The Consumer Barometer Survey 2017, webnewsagent.com RADIO IN BULGARIA AGENDA RADIO IN BULGARIA
1. Radio Landscape and Market Share RADIO LANDSCAPE AND MARKET SHARE Two radio groups dominate the radio landscape for 2017 with over 50% share
Market Share of Radio Groups Top 20 Radio Stations in % rating in thousands
GARB Nielsen 50 GARB
40 5% 5% 6% 7% 30 27% Communicorp 20 11% 8% 34% BSS Media Group BNR 10 Oberon Radio Max 12% 0 13% bTV Radio Group Others 23% Darik Radio 16% 15% 18%
50
40 Nielsen 30
20
10 # of stations: 69 0
In April Melody left bTV Radio Group to join Oberon Radio Max. So did Z-ROCK in August.
Source: GARB, November 2017, Nielsen AdMosphere (via Ipsos panel) 2017, TG: All 15-69 The radio stations reach an additional online audience
Top Online Radio Stations Top Facebook pages of Radio Stations in thousands real users per avg. month based on likes
thevoice.eu 48
radioenergy.bg 45
radio1.bg 42
city.bg 38
bgradio.bg 34
njoy.bg 24
radioveselina.bg 21
radionova.bg 19
radio1rock.bg 15
zrock.bg 13
radiovitosha.com 13
jazzfm.bg 7
Source: Gemius December 2017, Facebook Radio reach is highest in the morning drivetime for all target groups
Daypart Radio Reach in thousands listeners
A 18+ A 18-24 A 25-54 A 55+ 1 000
900
800
700
600
500
400
300
200
100
0 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
Source: Nielsen AdMosphere (via Ipsos panel) 2017 PRINT IN BULGARIA AGENDA PRINT IN BULGARIA
1. Print Ad Investments
2. Print Landscape and Market Share PRINT AD INVESTMENTS The downward trend in print ad investments and market share continues
Print Ad Investments 2006 - 2017 Gross Ad Investments for Print Types 2017 in million € and % in million €
Ad investments in million € Ad market share in % 120 30%
Daily 23.45
100 96 25% 90 90
81 81 77 77 80 75 20% Monthly Magazine 11.41 71
62 60 15%
47 42 Weekly 3.89 40 10%
20 5% Weekly Magazine 3.51
0 0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: GARB, Nielsen AdMosphere 2006-2017 The top 10 industries account for 89.8% market share in 2017
Total Print Ad Investments 42.3 million € Competition Share - Top 10 Industries in % Cum. ad expenditures - Top 10 industries Cum. ad expenditures - remaining industries Top 10 Industries Print in million € and in % of total ad investments 89.8% 10.2%
Publishing 9.2 21.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Retail Outlets 6.1 14.4% Competition Share - Top 5 Companies Pharmacy 5.1 12.2% in million € / company count Top 5 companies (cum.) Hobby. Fashion. Sport 10 Remaining industry (cum.) 250 3.9 9.3% Count companies Cosmetics 2.9 6.9% 8 200 6 150 Automotive 2.7 6.4% 4 100 Telecommunications 2.7 6.3% 2 50 Others 2.1 4.9% 0 0 Finance 1.9 4.4% Tourism 1.4 3.4%
Source: Nielsen AdMosphere 2017 Largest ad investors are in Publishing and Retail outlets in 2017
Top 5 Advertisers of Top 10 Industries in million €, 2017 Retail Hobby. Fashion. Tele- 4.50 Publishing Cosmetics Automotive Others Finance Tourism Outlets Pharmacy Sport communication 4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
Source: Nielsen AdMosphere 2017 PRINT LANDSCAPEAND MARKET SHARE Six media groups account for 48% market share in the print landscape in 2017
Overview - Largest Publishers and Titles Publisher Market Share (Gross Ad Revenues) In %, 2017 Publisher Top titles (Gross ad revenues)
4% 6% Others 7% Media Group BG 7% SBB Media
52% Economedia 7% Attica Media
S Media 17% QM Media
# of titles: 70 Total print ad revenues: 42.3 million €
3 new titles started at the end of 2017: OMYoga, Vegan Life and DALI
Source: Nielsen AdMosphere, 2017 Online readership of newspapers and magazines equals or exceeds hard copy readership
Top 10 Magazines Monthly Readership Top 25 Titles Online Reach in thousands users, 2017 in thousands real users per avg. month Jurnal za Jenata - WM 376 vesti.bg 1 102 Kushta I Gradina - FN 252 24chasa.bg 1 014 Story - MM 184 zajenata.bg 839 Kulinaren Jurnal - FN 163 az-jenata.bg Cosmopolitan - MM 128 591 Vsicho za Jenata - FN 123 marica.bg 371 Grazia - MM 123 capital.bg 316 manager.bg 303 Auto-moto world - MM 114 MM – monthly magazine trud.bg 294 National Geographic - MM 96 FM – fortnightly magazine Eva - MM 95 WM – weekly magazine hiComm.bg 152 purvite7.bg 146 168chasa.bg 143 Top 10 National Newspapers Top 10 Regional Newspapers cosmopolitan.bg 126 in thousands users, 2017 in thousands users, 2017 goguide.bg 121 Telegraf 1 296 Struma 123 moetodete.bg 116 bgfermer.bg 112 24 chasa 1 077 Maritsa 112 spisanie8.bg 82 Dneven trud 1 035 Ekip-7 100 eva.bg 76 Weekend 752 Drianovo News 84 az-deteto.bg 72 Standart 526 New life 82 pcworld.bg 52 Bulgaria dnes 225 Shumenska zaria 73 nationalgeographic.bg 42 Treta vuzrast 173 Borba 56 elle.bg 42 Galeria 146 Utro 50 regal.bg 34 168 chasa 145 Top news 38 Myfood.bg 31 gradat.bg 26 Minaha godini 136 Otzvuk 35 computerworld.bg 25
Source: GARB Sep-Oct 2017, Gemius December 2017 CINEMA IN BULGARIA AGENDA CINEMA IN BULGARIA
1. Cinema Landscape CINEMA LANDSCAPE Cinema visits seasonality depends on blockbuster release dates
Total Market TOP 20 cinema movies 2017 in thousands of tickets sold in thousands of tickets sold 5 696 5 384 5 432 5 144 FAST AND FURIOUS 8 273 STAR WARS: THE LAST JEDI 3D 251 BEAUTY AND THE BEAST 3D 2017 197 DESPICABLE ME 3 2D&3D 187 PIRATES OF THE CARIBBEAN: SALAZAR'S REVENGE 3D 181 XXX: RETURN OF XANDER CAGE 3D 140 SMURFS: THE LOST VILLAGE 2D&3D 140 2014 2015 2016 2017 FIFTY SHADES DARKER 136 HEIGHTS (ВЪЗВИШЕНИЕ) 134 Seasonality of admissions BOSS BABY 2D&3D 133 JUMANJI: WELCOME TO THE JUNGLE 3D 125 2014 2015 2016 2017 EMOJI MOVIE, THE 2D&3D 113 THOR: RAGNAROK 3D 113 GREAT WALL 3D 99 BENZIN 99 BAYWATCH 91 VOEVODA 87 IT 86 MUMMY, THE 3D 81 KONG: SKULL ISLAND 3D 78 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Source: CBO in EUR, New Age Media 2014-2017 Copyright
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