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Plotting a Course for Core

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Plotting a Course for Core 30th April 2020 Irish Media Landscape Inc Covid-19 Implications My AIM Today Overview of the current media landscape, with a deep dive into the opportunities for food and drink brands 1 MEDIA EXPENDITURE FORECASTS 2 THE GROWTH OF VIDEO 3 THE EVOLUTION OF SOCIAL MEDIA 4 AUDIO & OOH IN A DIGITAL ERA 5 THE VALUE OF A FREE AND INDEPENDENT PRESS Media Expenditure Forecasts Core Outlook 2007 - 2022 €1.2b €1..1b €78m €9m €155m €95m €8m €140m €113m 374m €646m € €451m €489m €606m €110m €282m €526m €566m €7m €123m €149m €229m €130m 179m €83m €140m € €7m 7m 311m € € €70m 7m €7m €8m € €68m €7m €7m 123m 68m €77m 81m € € €66m €74m € €8m 7m 110m € €237m € €80m €8m €141m €83m 8m €103m 138m € €8m €8m €132m 135m € €130m €85m € €88m 90m €123m € €93m €228m €118m €225m €110m €103m €99m 97m €213m €220m € €210m €218m €229m €237m 219m €466m € €221m €393m €211m €206m €210m €216m €275m 245m € €216m 206m € €177m 171m €165m € €157m 134m € €120m 99m € €85m €75m €67m 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 Print TV Radio Outdoor Cinema Online SOURCE – Core Outlook 2020 (€m’s) 2020 predictions 7.50% 3.22% 1.45% 0.00% -2.47% -6.38% -12.33% TV Press Radio OOH Online Cinema Total SOURCE – Core Outlook 2020 (€m’s) Our latest prediction -30% 2020 prediction since the Covid Crisis SOURCE – Core Outlook 2020 (€m’s) Covid-19 - Initial trends TV Significant amount of deferral spends. May is approx. 50% down yoy Press Initially saw increased sales and online presence. Trust key. Also impacted by deferrals. Radio Reactiveness a plus for clients. Will see a decline. OOH Short-term will be significantly impacted. Supply/demand will be an issue in Q4 Cinema Cinemas are currently closed SOURCE – Core Outlook 2020 (€m’s) Digital detail +6% +21% +17% -1% Search Facebook inc Video Display inc Instagram partnerships SOURCE – Core Outlook 2020 (€m’s)) Covid-19 - Initial trends Short-term certain categories aren’t live – Search travel, some retail, services, entertainment etc. Facebook Similar trend as Search but decline could be bigger on growth predictions Video In line with TV trends Display inc Some partnerships paused meaning spends Partnerships could decline. Events a big problem What this means for advertisers? Supply/Demand could Extra delivery and added become a big problem on Plan for an aggressive ad value across all media market in H2 channels ‘popular’ media channels later in the year The growth of video TV Covid-19 Significant increase in consumption since 12th Mar Minutes viewed per day 200 Wk 1 2019 2020 180 +27% 160 increase in Adult15+ 140 viewing year-on-year. 120 100 Wk 4 80 60 +12% 40 increase in Adult15+ viewing year-on-year. 20 0 Week1 Week2 Week3 Week4 Week5 Week6 Week7 Week8 Week9 Week10 Week11 Week12 Week13 Week14 Week15 Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY) Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing Viewing TV, Total Viewing, (All Adult15+ Nielsen Source: well O’Clock Nine News performing very RTE increase in viewership in viewership increase – Taoiseach broadcast broadcast Taoiseach since the start of the of the startsince the of the last 10 years 10 last the of highest rating event highest 200% 1.4m year Source: TechEdgeSource: - is Live Only and therefore is comparable YoY) is comparable therefore and Only Live is 1000 1200 1400 200 400 600 800 increase in viewership year the start of the in since viewership increase 0 01-Jan-20 03-Jan-20 05-Jan-20 07-Jan-20 09-Jan-20 adult live live programmeviewership adult (000’s) 11-Jan-20 13-Jan-20 15-Jan-20 17-Jan-20 19-Jan-20 21-Jan-20 200% 23-Jan-20 25-Jan-20 27-Jan-20 29-Jan-20 31-Jan-20 02-Feb-20 04-Feb-20 Election General 06-Feb-20 2020 08-Feb-20 10-Feb-20 12-Feb-20 14-Feb-20 16-Feb-20 18-Feb-20 20-Feb-20 22-Feb-20 24-Feb-20 26-Feb-20 28-Feb-20 01-Mar-20 03-Mar-20 Broadcas 05-Mar-20 Taoiseac t #1 07-Mar-20 h 09-Mar-20 11-Mar-20 13-Mar-20 15-Mar-20 17-Mar-20 19-Mar-20 21-Mar-20 23-Mar-20 25-Mar-20 27-Mar-20 29-Mar-20 Taoiseac Broadca 31-Mar-20 #2 st 02-Apr-20 h 04-Apr-20 06-Apr-20 08-Apr-20 10-Apr-20 12-Apr-20 Easter weekend saw a surge in viewing Minutes viewed per day – Easter weekend year-on-year 2019 2020 Diff Good Friday 160.2 204.8 +27.8% 200% Saturday 148.8 181.1 +21.7% increase in viewership since the start of the year Easter Sunday 174.4 236.0 +35.3% Easter Monday 167.8 198.0 +18.0% Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY) Popular programming (exc current affairs) Programme Audience size ‘000 Reeling in the years 472.18 Keys to my life 469.59 Cheap Irish homes 448.35 Home of the year 438.23 Fair city 200% 435.45 Room to improveincrease in viewership since the start of the year407.23 Raised by the village 398.77 Coronation street 20 396.43 All round to mrs brown's 384.66 High road, low road 381.62 Source: Nielsen (All Adult15+ Viewing, Total TV, Viewing is Live Only and therefore is comparable YoY) Online streaming grows at record levels Monthly Avg. March yoy increase 8,000,000 +47% 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 +30% +26% 2,000,000 1,000,000 0 RTÉ Player All 4 Virgin Media Player Source: Media Owners data March 2020 What this means for advertisers? Covid led messaging moving towards “light Low cost to entry for TV – Long-term TV costs will entertainment” – eg: Sky AdSmart increase cookery programmes The evolution of social media Most used social platforms Youtube 88% Facebook 78% WhatsApp 75% FB Messenger 66% Instagram 57% Twitter 45% Snapchat 35% LinkedIn 34% Pinterest 30% Skype 25% Viber 22% Reddit 21% Twitch 11% Timblr 11% Tiktok 10% Wechat 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Globalwebindex – Survey – Self reported behaviour (age -16-64) The pivot to video 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Facebook Instagram Twitter Snapchat Video Non-Video Source: Core 2019 Social Media Covid-19 Activities during this period 12th: 23rd 24th 22nd Call – Schools 14th – UK 17th – St 18th – 21st UK 27th Higher 13th – 15th – 16th – for greater close and Governmen Patrick’s Slower Lockdown level of Cheltenham Temple Bar Uncertainty Social panic t Day Decline Ireland restrictions Distancing buying Restrictions 9PM St Patricks Day & An Taoiseach 10PM national address Outrage as Temple 9pm Call for Bar Pubs greater Social remain open Distancing measures as 8.30pm people flock to Higher level of popular locations restrictions introduced by Irish Government SOURCE – Brandwatch Covid-19 has dominated the conversation online Pre-Covid : average 282 daily Covid : average 702 daily mentions mentions SOURCE – Brandwatch Increased consumption is impacting engagement SOURCE – Facebook API TikTok advertising has officially launched in Ireland Social video app Entertainment based platform Similar to Vine with extra features Lip syncing, dancing, comedic skits Filters, music, promotes individualism Primary target audience <24 years old Irish stats 61 1 13 minute million Average 3 Billion Average Monthly times the Monthly time spend Active app is video views on the Users opened platform Key formats 1. Brand Takeover : 2. Topview: 3. In-feed : Full screen takeover with Video format that launches on Storytelling video format maximum awareness and opening the app embedded within the ‘for you’ impact feed Major restriction – no targeting available in ROI just yet What this means for advertisers? Increased usage of social TikTok is a big media platforms is Consumers are crying out – opportunity, but brand resulting in increased for more entertainment safety a big watch-out engagement with brands Audio and OOH in a digital era Ireland is a nation of listeners 81% 71% Adults listen daily 15-34 year olds listen daily SOURCE – JNLR 2019 – Radio listenership Radio still the dominant medium for audio SOURCE – JNLR 2019 Podcasts continue to grow Digital consumption +1.5% >200% +27% Consumption all day, +21.9% Growth in versus peaks weekend digital and troughs consumption listenership when commuting What this means for advertisers? More reactive than ever Local radio key for SME Great deals across all for advertisers audience stations including local OOH >90 Covid-19 % Bookings deferred since “lockdown” What this means for advertisers? Retail sites/screens are H2 inflation will increase the main short-term significantly focus The value of a free and independent press INM Paywall/Journal donations Growth across print and digital -10% +18/95% Initial increase in print sales (average), Record traffic days for many sites which has now declined News the key driver Increase in e-papers and subscriptions Wk1/2 saw record levels Suburban focus Wk 3 onwards have witnessed a slight decline Weekend sales record 2020 as people move away from only focusing on news An Post now delivering newspapers SOURCE – Newspapers Daily Mail Group and SME’s The ads will run across DMG Media Ireland’s titles, including the Irish Daily Mail, the Irish Mail on Sunday, Extra.ie, EVOKE, RollerCoaster.ie, and MailOnline, which reach over 3.3m Irish adults every month in Ireland.
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