Western Europe Market & Mediafact 2009 Edition
Total Page：16
File Type：pdf, Size：1020Kb
Western Europe Market & MediaFact 2009 Edition Compiled by: Anne Austin, Jonathan Barnard, Nicola Hutcheon Produced by: David Parry © 2010 ZenithOptimedia All rights reserved. This publication is protected by copyright. No part of it may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying or otherwise, without written permission from the copyright owners. ISSN 1469-6614 Every effort has been made in the preparation of this book to ensure accuracy of the contents, but the publishers and copyright owners cannot accept liability in respect of errors or omissions. Readers will appreciate that the data is only as up-to-date as printing schedules will allow and is subject to change. ZENITHOPTIMEDIA ZenithOptimedia is one of the world's leading ZenithOptimedia is committed to delivering to global media services agencies with 218 offices clients the best possible return on their in 72 countries. advertising investment. Key clients include AlcatelLucent, Beam Global This approach is supported by a unique system Spirits & Wine, British Airways, Darden for strategy development and implementation, Restaurants, Electrolux, General Mills, Giorgio The ROI Blueprint. At each stage, proprietary Armani Parfums, Kingfisher, Mars, Nestlé, ZOOM (ZenithOptimedia Optimisation of Media) L'Oréal, Puma, Polo Ralph Lauren, Qantas, tools have been designed to add value and Richemont Group, Sanofi-Aventis, Siemens, insight. Thomson Multimedia, Toyota/Lexus, Verizon, Whirlpool and Wyeth. The ZenithOptimedia Village enables the widest range of communications opportunities and skills to be brought together to ensure the most powerful connections are made with consumers. For further information on ZenithOptimedia, please contact: Steve King Tim Jones Chief Executive Officer Chief Executive Officer – USA Tel: +44 20 7961 1046 Tel: +1 212 859 5100 Fax: +44 20 7961 1042 Fax: +1 212 727 9495 [email protected] [email protected] John Taylor Philip Talbot Director of Client Service - Worldwide Chief Executive Officer – Asia Pacific Tel: +44 20 7961 1133 Tel: +852 2236 9080 Fax: +44 20 7961 1002 Fax: +852 2250 9388 [email protected] [email protected] All our publications are now available online at www.zenithoptimedia.com CONTENTS Page SUMMARY TABLES 1 COUNTRY DATA Austria 13 Belgium 33 Denmark 55 Finland 71 France 90 Germany 113 Ireland 135 Italy 156 Netherlands 179 Norway 201 Portugal 222 Spain 245 Sweden 267 Switzerland 288 UK 307 GLOSSARY 328 SUMMARY TABLES: EXCHANGE RATES SUMMARY TABLES EXCHANGE RATES 1 US$ = …local currency Country Currency 2008 2007 % change Austria Euro (€) 0.68 0.73 -6.5 Belgium Euro (€) 0.68 0.73 -6.5 Denmark Krone (DKr) 5.10 5.44 -6.4 Finland Euro (€) 0.68 0.73 -6.5 France Euro (€) 0.68 0.73 -6.5 Germany Euro (€) 0.68 0.73 -6.5 Ireland Euro (€) 0.68 0.73 -6.5 Italy Euro (€) 0.68 0.73 -6.5 Netherlands Euro (€) 0.68 0.73 -6.5 Norway Krona (NKr) 5.64 5.86 -3.8 Portugal Euro (€) 0.68 0.73 -6.5 Spain Euro (€) 0.68 0.73 -6.5 Sweden Krona (SKr) 6.59 6.76 -2.5 Switzerland Franc (CHF) 1.08 1.20 -9.8 United Kingdom Pound (£) 0.54 0.50 8.0 1 SUMMARY TABLES: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE Advertising as a percentage of Gross Domestic Product 2001 2002 2003 2004 2005 2006 2007 2008 Austria 0.90 0.85 0.86 0.87 0.87 0.88 0.91 0.93 Belgium 0.68 0.73 0.78 0.80 0.81 0.91 0.93 0.93 Denmark 0.83 0.75 0.74 0.75 0.76 0.84 0.86 0.81 Finland 0.76 0.73 0.74 0.76 0.76 0.74 0.73 0.76 France 0.59 0.56 0.55 0.56 0.55 0.55 0.54 0.52 Germany 0.87 0.78 0.74 0.73 0.75 0.78 0.78 0.76 Ireland 0.75 0.79 0.83 0.94 0.90 0.95 0.97 0.97 Italy 0.62 0.58 0.58 0.60 0.60 0.58 0.58 0.55 Netherlands 0.83 0.78 0.72 0.70 0.68 0.68 0.68 0.63 Norway 0.84 0.87 0.96 1.00 1.08 1.07 0.63 0.57 Portugal 0.70 0.61 0.61 0.63 0.61 0.58 0.58 0.56 Spain 0.79 0.73 0.70 0.72 0.73 0.73 0.75 0.64 Sweden 0.71 0.66 0.63 0.64 0.67 0.71 0.72 0.73 Switzerland 0.97 0.88 0.82 0.72 0.75 0.78 0.82 0.82 UK 1.01 0.94 0.92 0.95 0.87 0.88 0.91 0.93 Western Europe^ 0.79 0.73 0.72 0.73 0.73 0.74 0.73 0.70 Note: These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. ^above countries only 2 SUMMARY TABLES: ADVERTISING EXPENDITURE Distribution of advertising expenditure by medium (% of total) 2008 % adspend News- Maga- (US$m) papers zines TV Radio Cinema Outdoor Internet Austria 3,848 38.7 19.4 23.7 6.8 0.5 6.8 4.1 Belgium 4,641 28.0 9.5 38.0 11.9 0.8 7.9 3.9 Denmark 2,770 37.5 12.9 17.2 1.8 0.4 9.5 20.7 Finland 2,061 48.9 14.3 19.0 3.6 0.2 3.1 10.8 France 14,946 15.0 19.0 32.9 7.3 0.7 11.0 14.1 Germany 27,540 35.8 21.0 21.5 3.8 0.4 4.3 13.3 Ireland 2,725 58.0 2.2 19.5 8.0 0.5 10.5 1.3 Italy 12,684 17.9 13.2 54.3 6.6 0.6 3.6 3.9 Netherlands 5,509 39.4 20.1 23.0 7.4 0.1 4.4 5.6 Norway 2,544 51.4 4.5 22.1 4.2 1.0 3.8 13.0 Portugal 1,359 7.1 15.4 57.0 5.1 0.6 12.8 2.1 Spain 10,246 21.5 8.8 44.0 9.2 0.3 7.4 8.7 Sweden 3,493 38.3 11.0 21.6 3.2 0.5 4.6 20.9 Switzerland 4,025 32.5 20.2 25.6 3.5 1.0 10.5 6.6 UK 22,810 28.4 10.9 26.1 3.5 1.4 6.5 23.1 Western Europe^ 83,465 29.5 15.0 30.2 5.5 0.7 6.3 12.6 Note: 1. These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. 2. For Denmark, 'outdoor' includes 'other', and as well as outdoor includes free magazines, directories, annuals, and trade press. ^above countries only 3 SUMMARY TABLES: TELEVISION TELEVISION Household penetration of TV accessories (%) Television Homes penetration Percentage of TV homes with Country (000s) % Colour PVR Satellite Cable DTT IPTV Austria 3,537 97 99.0 30.0 54.0 39.0 3.0 - Belgium 4,895 99 - 8.5 8.7 95.6 - - Denmark 2,532 100 100.0 2.1 15.0 67.0 - - Finland 2,442 92 - 41.0 * 47.0* 44.0 - France 27,690 91 98.3 8.2 15.3 9.4 48.2 14.2 Germany 34,990 - 97.0 2.2 44.1 51.3 4.6 0.1 Ireland 1,621 98 100.0 12.0 38.0 39.0 - - Italy 24,282 97 98.2 - 27.4 6.5 21.7 - Netherlands 7,242 98 - 17.7 8.0 42.8 19.0 1.8 Norway 2,105 100 100.0 12.7 33.0 49.3 - - Portugal 3,505 100 96.7 18.9 10.5 26.6 - 4.1 Spain 16,645 100 99.5 8.2 21.0 11.8 45.8 3.3 Sweden 4,591 100 99.9 22.0 21.0 47.0 - 6.0 Switzerland 3,337 94 - 6.1 10.8 78.8 0.8 0.9 UK 26,176 97 100.0 21.0 38.9 14.2 38.2 0.4 * cable or satellite 4 SUMMARY TABLES: TELEVISION Viewing/rates Average minutes Average 30 sec viewed per day CPT US$ Country Adults Adults Austria 160 21.9 Belgium 168/203* 17.6/22.5* Denmark 165 27.1 Finland 177 23.7 France 217 10.4 Germany 221 - Ireland 199 14.4 Italy 247 23.7 Netherlands 184 12.4 Norway 174 35.5 Portugal 221 27.6 Spain 227 6.3 Sweden 170 13.4 Switzerland 150 42.3 UK 225 8.9 * North/South 5 SUMMARY TABLES: NEWSPAPERS/MAGAZINES NEWSPAPERS/MAGAZINES Average rates Newspaper Magazine B/W CPT US$ colour CPT US$ Country Adults Adults Austria 37.6 39.7 Belgium 65.9/64.4* 21.9 Denmark 40.0 33.3 Finland 82.9 22.1 France 59.6** 12.8 Germany 80.1 24.9 Ireland 61.3 37.6 Italy 106.3 53.4 Netherlands 38.8 20.6 Norway 56.4 27.1 Portugal 24.0 35.7 Spain 25.3 26.6 Sweden 67.2 22.5 Switzerland 43.7 74.4 UK 19.4 22.6 * North/South ** Colour 6 SUMMARY TABLES: RADIO RADIO Stations/rates Number of Average 30 sec commercial radio CPT US$ Country stations Adults Austria 83 6.6 Belgium 10 9.9 Denmark 36 - Finland 56 - France 16 11.9 Germany 363 2.5 Ireland 29 7.2 Italy 272 4.9 Netherlands 230 5.4 Norway 3 19.9 Portugal 352 6.3 Sweden 80 - Switzerland 42 18.5 UK 308 3.7 7 SUMMARY TABLES: OUTDOOR OUTDOOR Sites Number of Country outdoor sites Austria 63,005 Belgium 37,802 Finland 110,000 Germany 344,690 Ireland 31,584 Italy 157,561 Netherlands 22,350 Norway 36,930 Portugal 128,025 Spain 151,327 Sweden 37,353 Switzerland 100,000 UK 123,611 8 SUMMARY TABLES: CINEMA CINEMA Screens/rates Number of Average 60 sec cinema CPT US$ Country screens Adults Austria 577 384.7 Belgium 490 176.5 Denmark 232 76.5 Finland 320 216.2 France 5,398 133.8 Germany 4,828 - Ireland 434 81.9 Italy 3,060 - Netherlands 564 132.4 Norway 662 - Portugal 572 55.6* Spain 4,296 - Sweden 1,100 97.5 Switzerland 485 338.9 UK 3,661 216.1 * 30 sec 9 SUMMARY TABLES: CINEMA Cinema admissions (mill) 2001 2002 2003 2004 2005 2006 2007 2008 Austria 18.8 19.2 17.7 19.4 15.7 17.3 15.7 - Belgium 24.0 24.4 22.7 24.1 22.1 23.9 22.7 21.9 Denmark - 21.4 20.4 21.2 20.2 20.9 20.1 21.2 Finland 6.5 7.7 7.7 6.9 6.1 6.7 6.5 6.9 France 187.1 184.4 173.5 194.8 176.0 189.0 178.0 189.0 Germany 177.9 163.9 149.0 156.7 127.3 136.7 - - Ireland 15.9 17.3 17.4 17.3 16.4 17.8 - - Italy 101.0 89.0 87.0 97.0 90.0 92.0 104.0 99.0 Netherlands 23.8 24.1 24.9 23.0 20.6 23.4 23.1 23.6 Norway 12.0 12.0 13.0 12.0 11.3 12.0 10.8 11.8 Portugal 20.9 19.5 19.0 18.7 15.7 16.4 16.3 16.0 Spain 133.1 141.0 137.5 143.9 127.6 121.1 116.9 107.8 Sweden 18.1 18.3 18.2 16.6 14.6 15.3 14.9 15.3 Switzerland 17.1 18.8 17.0 17.7 15.4 16.8 - - UK 156.0 176.0 167.0 171.3 164.7 157.0 162.0 164.0 10 SUMMARY TABLES: INTERNET INTERNET Internet Adult population households (%) with access (%) Austria 71 73 Belgium 59 62 Denmark 90 87 Finland 76 83 France 54 67 Ireland 54 66 Italy 73 - Netherlands - 84 Norway 82 88 Portugal 51 49 Spain 43 32 Sweden 85 78 Switzerland 84 80 UK 70 76 11 SUMMARY TABLES: MEDIA REACH MEDIA REACH Daily (%) Monthly (%) News- Maga- Mobile papers TV Radio Internet zines Cinema TV Austria 76 63 82 44 76 19 - Belgium 54 93 82 43 97 47 - Denmark 71 61 82 62 96 - - Finland 76 87 75 63 97 15 - France - 81 82 - - 63 5 Ireland 38 98 89 45 77 22 - Italy - 78 72 - 42 14 - Netherlands 66 66 71