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Moldova Media Landscape 2017-2018

Gain insights into Moldova's media landscape with a focus on TV market dynamics, ad spending trends, and future forecasts.

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Moldova Media Landscape 2017-2018

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  1. Moldova Media Landscape 2017-2018 TV dynamics

  2. @ Media landscape

  3. Few words about Moldova • Moldova a parliamentary republic • Pro EUROPEAN Government • Pro RUSSIAN President • 2,9 mln. people (based on 2014 census, without Transnistria) • 61% lives in Rural Area • 45% want closer ties with EU / 45% with Russia • GDP 6,3 billions € • Inflation 5,8% (forecasted for 2018) • 1 EUR = 19,5 LEI

  4. General Overview/ Economy trends Salary in MDL (USD), YOY Despite the average salary increase by 16% (in local currency), salary in Moldova remains the lowest among other European countries. Inflation rate has returned to normal with a forecast of 3% in 2018 Source: National Bureau of Statistics of Moldova, 2017; *f – forecast

  5. Moldova media market specifics TV – most transparent Media, with highest SOS (53% of the media market) Moldova media market specifics 2017 Moldova Ad Market share of billings by media Radio 4% Press 5% Digital 17% TV 54% OOH 20% Source: AGB Moldova 2017; Association of Advertising Agencies 2017; Suppliers info & Agency estimations; Digital – Measured, but not monitored, all financial data are estimations Other media – Almost no measurement and monitoring (all data are estimations, based on suppliers data)

  6. Digital the main % growth driver, but TV still the leader Ad. Market Structure inmln. euro (YOY,%): 2018*f vs. 2017 +7% +0,9 mln. euro -0,2 mln. euro -15% -15% -0,2 mln. euro -7% -0,3 mln. euro +0,8 mln. euro +20% Digital Spends – biggest growth expected Source: AAPM; Budgets without VAT, after discounts; without political advertising; *f – VivaKi Moldova estimations based on media channels dynamics

  7. Moldova Ad market driven by consumption GDP dynamics (YOY,%) Remittances vs. total TV market spends (mln. EUR): +5% p.p. (vs.2015) +24% (vs.2015) Remittances – higher correlation with Ad activity dynamics Source: National Bureau of Statistics of Moldova, BNM; *f – forecast

  8. Internet becomes the first media (by consumption) Media consumption dynamics (2015-2018): Radio Press Online TV More people become light viewers or don’t watch at all High volume of heavy users and decreasing SHR% of online non-users Source: X-Plane 2015/1 - 2018/1; TA: 18+ Urban (xPlane measures only Urban audience)

  9. TV Media landscape

  10. The volume of TV market in Moldova Dynamics of media investments in TV market (.lei and €) Mln. +3% in .lei (vs.2017) +7% in € (vs.2017) TV market stalled following a decrease in 2015 No big changes expected for 2018 Source: AAPM; Budgets without VAT, after discounts; without political advertising; *f – forecast

  11. TOP 20 advertisers buy ~65% of total inventory, small move into Digital TOP 20 advertisers (bought wGRP2015) (bought wGRP 2017) (bought wGRP2018 YTD) (bought wGRP 2016) 53% 65% 58% 58% • Share of TOP 20 in total market 2018 • Share of TOP 20 in total market 2016 • Share of TOP 20 in total market 2017 • Share of TOP 20 in total market 2015 Source: AGB Moldova 2016-2017-2018 (Jan-Aug); wGRP calculated by TV channels buying audiences

  12. Structure of TV channels in Moldova – IP TV is reshaping the TV viewing Technical coverage of TV channels included in the AGB Nielsen panel Connection TYPE REGIONAL AIR COVERAGE LOCAL AIR COVERAGE CABLE ONLY COVERAGE NATIONAL AIR COVERAGE 92% 71% 59% 67% 71% 75% 91% 64% 69% 73% 72% 78% 68% 74% 70% Source: AGB 2018; Channel coverage report

  13. Moldova TV picture – 15 commercial channels vs. others TV channels SHR%: TV channels commercialSHR%: 44% • Others TV - More than 300 TV channels viewing SHR% 58% • Commercial share sum of 5 channels (Prime, N4, RenTV, Canal2 , RTR Moldova) in total TV market Source: AGB Moldova 2015-2018 (1stHY); TA: 18+, Urban

  14. There is still a leader on TV market, but not an absolute one TV channels SHR% (2008-2018 YTD dynamics): -59% • SHR% lost by • PRIME since 2008 Source: AGB Moldova 2008-2018 YTD; TA: 18+, Urban

  15. Smaller margin within TOP 3 channels for younger viewers TV channels SHR% (2008-2017 dynamics): -51% • SHR% lost by • PRIME since 2008 Source: AGB Moldova 2008-2018 YTD; TA: 20-35, Urban MHI

  16. New regulations for TV market (from 2017) even more impact on viewing Performing of share by local content / average per month (base = 18 hours / day, i.e. only commercial hours): Obligatory share of local content in total broadcast 44%(~244 hours/monthly) DATE OF LAW ENTRY INTO FORCE Source: AGB Moldova 2017-2018

  17. New regulations could have a bigger impact on efficiency Performing of share by local content / average per month (base = 18 hours / day, i.e. only commercial hours): Obligatory share of local content in total broadcast 44%(~244 hours/monthly) Already negative dynamics– while LAW not fully respected Source: AGB Moldova 2017; «Before LAW» - March-April, 2017; «After LAW» - October-November, 2017

  18. Tvdrowing in efficiency but requires higher costs 4+ All Moldova 18+ All Moldova 18+ Urban +56% +53% +53% *Average market inflation ‘18 vs. ’17, recalculated by TV channels commercial share (by each audience) Source: AGB Moldova 01.01.2017-12.11.2017

  19. Tv inflation dynamics, to understand 2018 impact 2011 2012 2013 2014 2016 2017 2018 2015 +2% + 53% -1,39% +11% +4% +12% +7% - 1,75% Euro + 52% +5,0% +4,4% +15% +10% +0,4% +20% +19% MDL Inflation calculated by 18+ Total Audience

  20. SOAP OPERA… even without a TV sold out ¯\_(ツ)_/¯ • Average Sold Out • 2018 vs. 2017 • -7% (51% vs 58%) Source: January-December 2017 / January-August 2018 AGB Moldova data; Inventory calculated by channels Buying Audiences; Day parts – 06:00-23:59

  21. 2018 TV commercial market map (changes) CASA MEDIA EXCLUSIV NOVA TV IN HOUSE 58% 11% 15% 16% 2018 Structural changes on TV market – a new sales house has been launched at the end of 2018, which became Nr.2 Sales House after Casa Media Source: on the basis of October-November 2017 data AGB Moldova; cSHR by channels for TA: All 18-45 Day parts – 06:00-23:59

  22. TV market ad revenue dynamics – no growth despite of huge inflation • Market volume (€) Casa Media SHR% +10% • Market volume (GRPs) Источник: AGB Moldova 2017-2018; ЦА: баинг. аудитории телеканалов / SOLD OUT по Eq. GRPs

  23. THANK YOU

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