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Brazil PresentationAugust 2011
Our country
Population: 192,278,400
Households: 57,037,400
Mobile: 217 million (28M Internet access)
Internet Access: 75,900,000
Source: Ibope EDTV 2011 / Mídia Dados 2011 / Anatel / Denatran
49% 51%
USD 2,320 USD 940USD 6,400(Avg Familiar Income)
USD 500
+7.5%
+10.5%
+11.3%
R$ 1.75
+3.5%
+2.2%
+5.8%
R$ 1.70
2011Forecast*
Industrial Production
Inflation (IGP-M)
GDP (PIB)
* Forecast - Focus Report (out’11) – Banco Central do Brasil
2010Inflation
The biggest
economic concern
this year . The target
is 4.5%
Biggest growth
since 1986
Economic Scenario
1 USD
2014 World Cup held in Brazil
and Brazilian Presidential Election
2015 America's Cup held in Brazil
2012 Olympic Games held in London
Major Events
2016 Olympic Games held in Brazil
2013Confederation Cup held in Brazil
PresidentElection
Ad Market
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
7,646 7,271 7,503 8,84811,128
12,769 13,953 15,20517,139 17,818
20,97323,000
R$ MM
+9%+9%
+15%+26%
+18%+3%
-5%
+13% +4%
Source: Projeto Inter-Meios – Net figures
10%
Projection
+18%
Brazilian advertising market should see an
increase of 10% in 2011 against the 5.8%
estimate for the global.
Advertising MarketMedia investment evolution
Growth inJan-Jun 2011 x Jan-Jun 2010:
2.7%
• TV Globo• Editora Globo• Canais Globosat• Infoglobo• Sistema Globo de Rádio• Globo.com• Som Livre• Globo Filmes• Globo MarcasParticipation:
• Net Serviços• Sky
Society:• Geo Eventos (RBS)• Clickon
• Fundação Roberto Marinho• Canal Futura• Telecurso
Other Companies:• Amparo Agropecuária• Centropec• Globo Agropecuária• Mundi (travel)• Gazeus (online games)
Organizações GLOBOThe biggest
communication group in Latin America
21 20 18 17 16 16 16 16 14 12 12
2.2 2.5 5.54.8 4.3 3.7 2.8 2.7 3.0 2.9 3.2
4.7 4.6 4.44.3 4.2 4.2 4.0 4.2 4.4
4.2 4.0
10.6 9.7 9.18.3 8.8 8.6 8.5 8.5 7.7
7.5 6.9
57.3 58.7 57.359.2 59.6 59.4 59.2 58.8 60.9 62.9 63.4
1.5 1.9 1.72.2 2.3 3.0 3.4 3.7 3.7 3.9 3.8
1.41.6 1.7 2.1 2.8 3.5 4.3 4.6 4.9
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 (Jan-Jun)
Others
Internet
Pay TV
Open TV
Magazine
Radio
Out of Home
Newspaper
Mass Media concentration increasing.Open TV - Biggest share in last 21 years!
Mass Media concentration increasing.Open TV - Biggest share in last 21 years!
Pay TV share is almost the same since 2007.
Source: Projeto Inter-Meios
Advertising MarketMedia Share %
75%TV Globo
75%TV Globo
18%Ed.Globo
18%Ed.Globo
15%Infoglobo
15%Infoglobo
25%S. Globo R.
25%S. Globo R.
15%Globo.com
15%Globo.com
51%Globosat
51%Globosat
Globo group55% of the Ad Market
Globo group55% of the Ad Market
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
7,606 8,284 9,002 10,084 10,85513,199 14,123 15,253 16,473
18,450
R$ MM
Source: Projeto Inter-Meios – Net figures
+12%+9%
+8%
+22% 7%
Projection
Open TV MarketMedia investment evolution
8% 8%
12%
+9%
Growth inJan-Jun 2011 x Jan-Jun 2010:
1.8%
Pay TV Market
Total TV Households*
54.2 MM54.2 MM
(95.1% of total HH)
Total TV Households*
54.2 MM54.2 MM
(95.1% of total HH)
Strong TV Viewership
Total Pay TV Households
11.6 MM11.6 MM > 20% of penetration
Reach projection:
38.3 MM people38.3 MM people
Total Pay TV Households
11.6 MM11.6 MM > 20% of penetration
Reach projection:
38.3 MM people38.3 MM people
Source: * 2011 projection - Ibope EDTV 2010 / Anatel Jul 2011
Pay TV Share 2010 2011*
•In Total TV: 7.1% 9.6%
•In Total Pay TV: 32.6% 33.1%
Pay TV Share 2010 2011*
•In Total TV: 7.1% 9.6%
•In Total Pay TV: 32.6% 33.1%
Source: Ibope MW / * 2011 Jan-Jul
1 in 3 channels of the package should be Brazilian
National Cinema Agency (Ancine) will be in charge of all relevant controls: production, programming and content.
The law sets that three hours and a half of national content must be broadcasted through Pay-TV weekly during Prime Time. Half of such content must be
generated by independent Brazilian producers
Legislation / New law PLC 116
The law 116 enables telecommunication operators in cable TV market without limit of participation, but keep them out of the process of content production.
+26%+26% +1%+1% +7%+7% +8%+8% +10%+10% +17%+17% +18%+18% +18%+18% +31%+31% +19%+19%
Pay TV Market Subscribers Evolution
Growth projectionGrowth projection
+25%+25%+20%+20%
+18%+18%+15%+15%
+15%+15%+15%+15%
This projection considers the trend of Brazilian
economic growth with the expansion of Pay TV
in class B2 and C, the entry of telecom
companies, the biggest offer of triple-play,
increasing the market share from 10 to 30% in
the households with television
Source: Anatel
* Estimate: PTS n.171– Pay TV Survey Report – May’2011
Pay TV Market
Source: PTS (Jun 2011) / Anatel (Jun2011)
Cable 46.9%
DTH 50.6%
MMDS 2.5%
Market Share by Groups(subscribers)
Subscribers by Technology
Globo Group70%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
299424 512
642 658809 930
1,0701,209
1,414
R$
+21%
+42%
+25%+2.5%
15%
Projection
Pay TV MarketMedia investment evolution
Growth inJan-Jun 2011 x Jan-Jun 2010:
9.86%
15% 13%
17%
+23%
Source: Projeto Inter-Meios – Net figures
Fonte: Ibope MW – 8 mercados Pay TV – Target: A AB 18-49 – Prime Time (18h – 1h) – Jan-Jun 2011
Globosat
More than 30 Pay TV channels
Good products developed for the viewers and the
advertising market
Good products developed for the viewers and the
advertising market
Source: Ibope Monitor – 2010 Net Advertising Investments with Estimated Discount – R$
1)1) Government Taxes2)2) School Holidays3)3) Mothers Day
11
22
33
44
55
66
Seasonality – Total Pay TV
Q1 Q2 Q3 Q4
4)4) School Holidays5)5) Fathers Day6)6) Christmas / Salary Bonus
Seasonality
• Instability– Pay TV still lives in an instable environment due to lack of
committed and absent costumers => Pay TV as a complementary media.
• When do advertisers make decisionsdecisions to buy advertising? In 2 extreme momentsIn 2 extreme moments::
ANUAL(NOV – DEZ)
DAILY(aprox. 20-30 days before)
Source: Carmen
Primary Day Parts
PRIME TIME : 18h – 01h
SUPER PRIME TIME : 21h – 23h
Ros
Discount Policy
Source: M&M – Agências & Anunciantes – May’2011
2010 2009
TV -54 -55Radio -62 -63Pay TV -82 -82
Magazine -61 -58Newspaper -77 -74
Movie theatre -78 -77Internet -71 -60
Average Discount applied, by media (%)Conversion Factor
MEDIADISCOUNT
Ratecards and CPR
Gender Tv Channel30" R$ - Prime Time - Ago’11
Rat% A AB 18-49 (Apr-Jul) CPR (R$)
Movies and Series Universal 5,200 0.247 21,053
Megapix 3,950 0.197 20,051 TNT 8,600 0.382 22,513 Telecine (rede)* 11,180 0.594 18,822 Space 4,000 0.135 29,630 Warner 9,000 0.277 32,491 Fox 9,300 0.333 27,928 Sony 4,400 0.105 41,905 FX 4,100 0.091 45,055 Telecine Premium* 5,008 0.145 34,538 Liv 3,340 0.044 75,909 Axn 8,000 0.142 56,338 MGM 1,500 0.021 71,429 A&E 3,850 0.048 80,208 Sony Spin 1,300 0.015 86,667 HBO 10,780 0.058 185,862
Documentaries Nat Geo 4,300 0.122 35,246
Discovery 5,800 0.155 37,419 History Channel 3,850 0.098 39,286 Bio 1,120
Varieties Viva 2,890 0.175 16,514
Multishow 3,800 0.177 21,469 GNT 3,490 0.112 31,161 E! 1,100 0.030 36,667 Glitz 1,700 0.008 212,500
Others Sportv 8,400 0.672 12,500 Globo News 7,050 0.136 51,838
Source: Jove Data – Ago’2011 – 30”Prime Time - * Dom-Seg 22h / Ibope MW – 8 mercados Pay TV – Prime Time ratings – Apr-Jul 2011
Selling Strategy
FOX•Production of capsules, special and integrated promos
•Structured Digital and sometimes integrated with channels
•Fox is the leader on sales and helps all the other channels
Turner•Two big channels with large audiences TNT and Warner
•Many difficulties in selling Glitz, TCM and Boomerang
•Market has already noticed Space as a growing channel
•Production of capsules and integrated promos in a simple way
Discovery•Good image in the market due to the positioning of the channels without
impact on sales (based in Discovery Channel)
•High level on product integration (Nestlé, J&J, Peugeot)
Selling Strategy
Globosat•Very aggressive using the same strategy of Rede Globo (Brazilian content,
share of audience and incentives)
•Good products developed by the viewers and the ad market
•Owns all the sports rights ( soccer and etc )
•Special projects, different formats, brand content
MTV•Totally produced for Brazil
•Extremely flexible in the negotiation and production of the different formats
•Brand content and big events (Video Music Brasil)
SPT•Recognized for presenting special projects
•Offer creative solutions in developing different formats
•Easy to work with, flexible and a good partner
Top 3 CompetitorsMain Targets
People 18-49 People 25+
People 18-49 Women 18+
Men 25-49 People 18+
Women 25-34 Women 18-49
Men 25+ Men 35+
People 25+
Women 18-49 People 18-49
Young- 12-24
• Share of Audience – Rating Distribuition
Pay TV Dynamics
2010 2011 (jan-jul)
GLOBOSAT37.0%
DISCOVERY12.6%ESPN
2.3%
FOX9.4%
SPT6.8%
HBO3.9%
DISNEY6.4%
VIACOM3.0%
TURNER18.7%
Pay TV Ranking
Ano 2011 Jan-Set Faixa Horária 18:00:00 - 25:00:00 Target P AB 18-49 c/ pay tv
RK Product of rat% {Media(Pond)} Emissora Total
1 SPORTV 0.5922 TNT 0.3613 DISCOVERY KIDS 0.3534 FOX 0.3195 WARNER CHANNEL 0.284
6CARTOON NETWORK 0.245
7 DISNEY CHANNEL 0.2428 MULTISHOW 0.228
9UNIVERSAL CHANNEL 0.226
10 MEGAPIX 0.20011 SPORTV 2 0.19812 TELECINE PIPOCA 0.19313 VIVA 0.164
14DISCOVERY CHANNEL 0.148
15 TELECINE PREMIUM 0.14416 GLOBO NEWS 0.13417 SPACE 0.12618 AXN 0.124
19NATIONAL GEOGRAPHIC 0.123
20 NICKELODEON 0.10421 FX 0.10322 GNT 0.09923 SONY 0.093
24THE HISTORY CHANNEL 0.090
25 TELECINE ACTION 0.08726 DISNEY XD 0.08527 DISC. HOME & HEALTH 0.08328 ANIMAL PLANET 0.07229 ESPN BRASIL 0.06530 TELECINE FUN 0.06231 ESPN 0.05932 HBO 0.05633 BOOMERANG 0.05634 TELECINE TOUCH 0.05535 LIV 0.04736 A&E 0.04537 HBO 2 0.04338 TCM 0.03839 CINEMAX 0.03740 MAX HD 0.036
Ano 2011 Jan-Set Faixa Horária 18:00:00 - 25:00:00 Target WAB 18-49 c/ pay tv
RK Product of rat% {Media(Pond)} Emissora Total
1 DISCOVERY KIDS 0.4022 SPORTV 0.3733 TNT 0.3014 FOX 0.2935 DISNEY CHANNEL 0.269
6UNIVERSAL CHANNEL 0.261
7 WARNER CHANNEL 0.2528 MULTISHOW 0.231
9CARTOON NETWORK 0.225
10 MEGAPIX 0.19511 VIVA 0.18412 TELECINE PIPOCA 0.16513 SPORTV 2 0.13914 AXN 0.13215 GLOBO NEWS 0.12616 GNT 0.12017 TELECINE PREMIUM 0.11918 SPACE 0.11719 SONY 0.11020 NICKELODEON 0.10821 DISC. HOME & HEALTH 0.104
22DISCOVERY CHANNEL 0.095
23NATIONAL GEOGRAPHIC 0.091
24 FX 0.08425 DISNEY XD 0.07226 BOOMERANG 0.07127 ANIMAL PLANET 0.06328 TELECINE ACTION 0.06129 TELECINE FUN 0.05630 LIV 0.05531 TELECINE TOUCH 0.054
32THE HISTORY CHANNEL 0.054
33 E! ENTERTAINMENT 0.04634 HBO 0.04535 HBO 2 0.04436 A&E 0.04237 FUTURA 0.04038 RECORD NEWS 0.03939 TV CAMARA 0.03740 CINEMAX 0.036
Ano 2011 Jan-Set Faixa Horária 18:00:00 - 25:00:00 Target P AB 18-34 c/pay tv
RK Product of rat% {Media(Pond)} Emissora Total
1 SPORTV 0.5302 DISCOVERY KIDS 0.3843 WARNER CHANNEL 0.3234 TNT 0.3195 FOX 0.304
6UNIVERSAL CHANNEL 0.248
7 MULTISHOW 0.244
8CARTOON NETWORK 0.224
9 DISNEY CHANNEL 0.22110 SPORTV 2 0.17511 MEGAPIX 0.17112 TELECINE PIPOCA 0.15913 VIVA 0.130
14DISCOVERY CHANNEL 0.117
15 TELECINE PREMIUM 0.11116 SPACE 0.10817 GLOBO NEWS 0.10818 FX 0.09919 SONY 0.099
20NATIONAL GEOGRAPHIC 0.096
21 AXN 0.08422 ESPN BRASIL 0.08123 GNT 0.07824 NICKELODEON 0.077
25THE HISTORY CHANNEL 0.076
26 DISC. HOME & HEALTH 0.07327 ESPN 0.07328 ANIMAL PLANET 0.06429 DISNEY XD 0.06330 TELECINE ACTION 0.05931 BOOMERANG 0.05632 TELECINE FUN 0.05433 HBO 0.04234 LIV 0.04235 A&E 0.04236 E! ENTERTAINMENT 0.04137 TELECINE TOUCH 0.04038 HBO 2 0.03939 TV SENADO 0.03140 Tv Justiça 0.030
Fonte: IBOPE MW – 8 maercados Pay TV – Jan-Set2011
Thank you!