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+ + + FRANCE UPDATE + + + Play Bac Presse has launched an educational daily news website - http://www.monquotidien.fr - aimed at French children aged 10-14 years of age + + + UPDATE + + + A French version of Neon, Prisma Presse's news title currently only available in Germany and aimed at 20 to 35 year olds, will launch in France in April 2012 + + + UPDATE + + + CBS Outdoor Fance is introducing a range of new packages for 2012, entitled Impact, Select, Connect and First, designed to answer a variety of briefs + + + UPDATE + + + Europe 1 has consolidated its position as France's leading private radio station among business executives, with 674,000 daily listeners (source: Mediametrie, Executives Radio Survey, September 2010 to June 2011) + + +
+ + + GERMANY UPDATE + + + ProSiebenSat.1 Group (SAT1, ProSieben, kabel eins and sixx) achieved a combined TV audience share of 30.1% in September 2011, a gain of 0.8% over their share in August and a y-o-y gain of 0.6% (September 2010: 29.5% audience share); RTL Deutschland (RTL, Vox, Super RTL, n-tv) closed the third quarter of 2011 with an audience share of 28.8%, 0.6% behind ProSiebenSat.1 stations (source: AGF/GfK-Fernsehforschung/TV Scope/ProSiebenSat.1 TV Deutschland Audience Research) + + + UPDATE + + + Hubert Burda Media is preparing an offshoot of its magazine "Freundin" (Friend) - "Wedding Friend" will launch on 22nd February, 2012 with a print run of 80,000 and comprise 120 pages with a cover price of €6.00; rate card rate for a colour page is €14,800; the launch is seen as a direct attack on Gruner + Jahr's "Wedding Gala", launched February 2010 (circ.: 23,500) + + + UPDATE + + + A survey conducted for BVDW by YouGov Germany published in late September 2011 indicates that 58% of German internet users in the 16 to 20 year old age group use social networks; 62% use SMS; but conventional means of communication are still used - 88% send letters or postcards, 61% send faxes (though rarely); mobile instant messaging apps. are utilised by only 9% and microblogging by only 6% + + + UPDATE + + + Daily newspaper Handelsblatt has launched a new magazine, Handelsblatt Karriere, a free careers supplement targeting students, graduates and young professionals, especially those with a financial background + + + UPDATE + + + R @ diostudie 2011, released September 2011, analysed online audio use in Germany compared to traditional radio consumption via VHF and concluded that 12% of 14 to 29 year olds listen to radio every day via the internet; this compares with 6% for all respondents, about 3.2 million people + + + + + + ITALY UPDATE + + + Condé Nast Italy has launched (November 2011) new monthly magazine Myself, targeting "multitasking" women aged 35 to 55 who juggle working, family life and socialising; it's based on the existing, successful German title; launch circulation 400,000, introductory cover price €1.50 + + + UPDATE + + + Radio Capital Tivù has been launched (November 2011) by the Expresso Group on digital terrestrial - it broadcasts video excerpts from the back catalogue of Radio Capital, featuring classics of the 70s, 80s and 90s + + + UPDATE + + + In outdoor, Milan Metro TV has added two new stations to its network on line M2, Assam Assam and North Milanofiori Forum, with a total of eight screens of out-of-home TV programming on Telesia; also on M2, four new monitors have been added at Central Metro Station; the new facilities bring total network TV subway coverage in Milan and Rome to 292 screens and 52 stations + + + UPDATE + + + New website PromoQui (www.promoqui.it) has launched (October 2011) as the first search engine that allows shoppers in Italy to access promotional offers on goods they are seeking from stores in their area with a few clicks; the site claims to aggregate promos from 90% of retail brands and also many small and medium retailers, digitising offers and discounts from over 16 thousand stores in Italy + + + UPDATE + + + Leading state-owned broadcaster Rai (which gets half of its income from advertising, half from licence fee; approximately 42% share of TV audience in Italy) is increasingly 'mobile' and has presented the new release of Rai5 smartphone, including a double flow of direct push notifications of the user's favourite programmes and increased social interaction facilities; together with their new Desktop RAI app, the new phone joins a series of RAI products and channels available for smartphones and tablets, with vertical applications RadioRai, TG1, TG3, Rai News, Sports Rai, Teletext and The Trial of Cook + + + SPAIN UPDATE + + + ComScore has been appointed to measure online audiences in Spain from January 1st, 2012 to December 31st, 2014, with an option to extend this period by two years (2015/2016) + + + UPDATE + + + The latest report produced by research firm Arce Media y Media Hotline suggests that total adspend in Spain in the third quarter of 2011 decreased by 7.8% year-on-year + + + UPDATE + + + The long-term decline in cinema audiences in Spain continues, latest data showing the proportion of adults visiting the cinema over the period April 2010 to March 2011 is down to 3.6%, from a high of 11.2% in 2001 + + + UPDATE + + + The proportion of total adspends in Spain accounted for by internet in Q3 2011 rose to 8.4% versus 7.3% for the corresponding quarter in 2010 + + + UPDATE + + + Outdoor company Espectáculos Callao has launched three new spectacular poster sites: as part of a project called City Lights Callao, the facades of two buildings of Madrid's emblematic Plaza de Callao, those of Callao Cinema and Palace Press, house three large LED screens that can deliver HD and 3D images that can be used by brands to support advertising, as well as providing information about cultural and sports programming + + + + + + + + + FINLAND UPDATE + + + Gentle growth in the value of the media market in Finland in 2010 centred on electronic media, according to Statistics Finland, with TV, radio and online all showing improvement + + + UPDATE + + + Helsingin Sanomat maintains its position as the largest subscription newspaper in Finland (and indeed in the Nordic countries), with an average issue readership of 945,000 (source: Finnish Autumn 2011 National Readership Survey) + + + UPDATE + + + Finland switched off its analogue transmitters on 1st September, 2007 and all TV transmissions have been digital since that date + + + UPDATE + + + Internet penetration in Finland in June 2010 was 85.2% or 4,480,900 users (source: ITU/Internet World Stats); Facebook - 2,023,760 users on June 30th, 2011 - penetration 38.5% + + + + + + AUSTRIA UPDATE + + + Having made an impressive debut in the 2010 MA survey, new free paper Heute (12.9% reach) has overtaken Kleine Zeitung (11.3% reach) in the 2011 report + + + UPDATE + + + Ö3 continues to dominate the radio marketplace in terms of both reach (36.7%) and share of commercial revenue (about 32%) + + + UPDATE + + + The new Sunday supplement offered by leading quality newspaper Kurier features editorial on travel, health and society, as well as cinema and cultural items; alongside its Techno Special supplement, its new Friday TV programme journal increases the paper's appeal to electronics and entertainment advertisers + + + UPDATE + + + 71.4% of Austrian adults visited the cinema in the last three months; 3.1% went once in the last fourteen days (source: MA) + + + UPDATE + + + With 50.1% monthly reach of the population aged 14+, ORF.at is the leading online network (source: ÖWAPlus2010-IV, pub. Sep. 2011) + + + UPDATE + + +
With over thirty years' involvement in strategy planning and media buying for European ad. campaigns, Fox Media has all the skills, knowledge, contacts and experience to ensure that your media campaign in Europe is planned and implemented successfully, whatever your (or your client's) spend level. You'll find our full contact details here. Wherever you are in the world, we look forward to hearing from you!
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From pan-continental TV opportunities to precise, specifically-targeted local media, the media landscape in Europe in 2012 is impressive in its flexibility - a key consideration during these challenging times.
Our media planning and purchasing services are equally flexible, offering sound, objective advice and delivering impressive buying results, whatever your budget.
Depending on their targeting requirements, advertisers who wish to convey a message across the whole European land mass can choose from a dazzling array of broadcast, print and online options.
Television
Access to television is universal in Europe with 97% of EU households having at least one television. From a situation in which there were just forty-seven national channels twenty years ago, the European broadcasting industry has developed into a pluralistic and diverse media landscape, with more than 3,300 channels available across the continent.
People are certainly spending more time watching television than ever - but when and how they watch is also changing. Recent Ericsson ConsumerLab research shows that consumption of 'on-demand' content is accelerating rapidly: 70% are streaming, downloading or watching recorded broadcast TV. The popularity of ad-funded, free-to-view, video-on-demand (VoD) sourced from the internet - and viewed via PC/laptop or mobile - is accelerating.
Many of the pan-European TV stations continue to offer 'ad. windows' into specific countries or groups of countries - and it's at this level that they start to compete with indigenous channels and other national media. (In media buying terms, one practical effect of this is that it is often necessary to talk to different sales teams about either pan-European or country-specific airtime).
Pan-Euro TV isn't just about reaching mass markets - many stations also offer opportunities for targeting specific interest groups: arte, BBC World, Bloomberg, Cartoon Network, CNBC Europe, CNN, Discovery, EuroNews, Eurosport, Jetix, MTV, National Geographic Channel, Sky News and TV5, amongst others, all offer a degree of audience selectivity, with 'upward' links to global media networks.
Press
The same is true in press, with newspaper media such as the Financial Times, International Herald Tribune, USA Today, Metro and The Wall Street Journal Europe making it easy to reach the region's business élite as well as other less discrete target groups.
In magazines, there's a kaleidoscope of pan-Euros to choose from, including predictably titles aimed at the business community, such as The Economist, Time, BusinessWeek, Euromoney, Forbes, Scientific American and Fortune (amongst others), but also an ever-growing list of lifestyle titles such as Cosmopolitan, Wallpaper*, FHM, Hello!, Playboy, Elle and (good old?) Reader's Digest to name - again - but a few ...
More than 150 million newspapers are sold and read by over 300 million Europeans every day. Some countries have a strong line up of national newspaper media - nowhere perhaps as strong as in the UK. Countries such as Germany and Sweden have strong regional newspapers, but arguably no truly national titles, though the growth of free newspapers - the Metro phenomenon being a case in point - is beginning to upset this established order of things.
The "integrated sell" is the name of the game nowadays, with grouping of a publisher's media and/or different publishers getting together to offer a range of attractive joint deals across many - or just a few - countries.
Radio/Online/Cinema
Radio and (in particular) online continue to grow at impressive rates. The lingering death of analogue is the prelude to a new digital dawn, with wave upon wave of new broadcast options being launched every month. Increasingly online is being used as a 'standalone' medium, though many are still utilising it as an interactive extension of broadcast and print media. Large numbers of magazine and news titles are launching tablet editions for the iPad, the Samsung Galaxy Tab, etc.
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The attractions of digital's flexibility and immediacy, whether mobile or on the desktop, are only slightly dampened by  the problem of achieving - or, at least, being sure of achieving - any kind of mass audience coverage in such a vast sea of opportunities.
But ... important steps have been taken recently in terms of online audience measurement. Nielsen is providing online audience measurement systems in France, Italy, Spain and Switzerland. Since December 2010 the company's UKOM APS (APS = Audience Planning System) has been using a nationally-representative and carefully validated panel to provide UK monthly audience data on over 10,000 internet brands. The system promises to give advertisers and their agencies across Europe "the ability to plan media schedules around a single, benchmark source of highly accurate and consistent online data".
One suspects that the (till very recently) lack of hard data on online has been one of the reasons behind the growth of free, user-generated and social media content, as website owners look to both users and advertisers to support their net ventures in the face of the consumers' thumbs-down to paid-for. All of which makes the stuttering development of paid-for online newspaper content one to watch closely over the next few years.
Media technologies continue to converge across Europe, as streaming tv and downloadable video are ported to PCs (typically free of charge), posters send SMS messages to passing mobile owners and radio goes worldwide via the net. Digital is also having a major impact in cinema, too, with digitalisation well under way and leading to lower production costs - with implications for more and better product and lower entry costs; not to mention the revolutionary impact of 3D.
Outdoor
Posters (especially out-of-home, or OOH, as we seem to say nowadays) have never been the easiest medium to plan and buy across Europe. Better sales co-ordination and more and more attempts at packaging are providing reasons to be cheerful. And in the longer term, digital outdoor holds out the prospect of slicker, centrally-controllable and much more impactful OOH campaigns. The digitalisation process is proceeding apace: according to one estimate, digital out-of-home (DOOH) ad. revenues in Western Europe are growing rapidly, from €160m in 2007 to €626m by 2012. By next year, DOOH's share is expected to grow to approximately 10 per cent of total OOH ad. revenues …
But, for the moment, media planners who aren't buying into environments such as airports, where there is some consistency of poster sizes and specs., still tend to have to take countries one at a time and piece the poster jigsaw together. There are always - of course - many big brand multi-country outdoor campaigns; but like its local press, Europe's poster advertising medium is most often used to address the fine tuning of an advertiser's media strategy.
Broadbrush surveys covering the whole continent offer an excellent vade mecum for strategic planning. Companies offering national reports such as Target Group Index, Nielsen and ABC provide a service more tailored to the specifics of a country's own media profile. And many local media are wise to the attractions of hard data about audiences - and have invested accordingly.
Fox Media can ensure that your European campaign is a great success.
For more details about our international media planning and buying services call Richard Fox direct from the UK on 01354 740916 or on +44 1 354 740916 from outside the UK - or get in touch via the form on our contact page.
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Comprehensive service
• planning and buying
• broadcast, press, outdoor
online and cinema
• international, national,
regional and local
• work with both clients
and agencies
• cost-effective service
tailored to your
requirements
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Comprehensive service
• planning and buying
• broadcast, press, outdoor
online and cinema
• international, national,
regional and local
• work with both clients
and agencies
• cost-effective service
tailored to your
requirements
|
Comprehensive service
• planning and buying
• broadcast, press, outdoor
online and cinema
• international, national,
regional and local
• work with both clients
and agencies
• cost-effective service
tailored to your
requirements
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According to EMS, when high-flying European business executives are using their iPhones and Blackberries, they're as likely to be using them to play games as they are to be doing online banking; and 33% of EMS consumers have used social networks such as Facebook in the past month.
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Amongst the European business elite,
the use of digital media is incremental to their
use of traditional media - it isn't replacing it
Europe's most successful and influential business leaders are increasingly accessing media content through digital platforms, though not at the expense of traditional means, according to the latest Business Elite Europe survey from Ipsos MediaCT. While 72 per cent now obtain media content online every month (up from 63 per cent in 2008), 95 per cent still utilise print and 85 percent TV on a daily basis.
The Business Elite Barometer 2010 shows that while they continue to adopt new media (46 per cent have a presence on Facebook and 41 per cent are on LinkedIn), the European Business Elite are going back to basics in order to succeed after a number of very difficult years.
This theme was taken up in a recent statement by ACT, the Association of Commercial Television in Europe, who said:
"Commercial broadcasters have updated their business models and are transforming
from broadcast-only into multi-platform operators. The former media landscape of 47
channels has developed into a multi channel environment with 9800 channels now
available in Europe. With average daily viewing in Europe increasing to 228 minutes per
day in 2010, television is as popular as ever. The consumer is at the heart of commercial
broadcasting and today we offer our content and services anywhere and anytime and on
whatever platform viewers want".
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European Media & Marketing Survey: measures both international and national media, TV and print among Europe’s affluent target groups. Issued twice a year as a two-year database.
