tvday conference

tvday conference

At the end of March, the third edition of the conference organized by TVN took place. Its main topic was the importance of television in contemporary media mixes. The event was targeted at media agencies, advertisers and broadcasters.

The speakers’ speeches and their presentations are already available on the TVN Media website: We recommend them as a source of knowledge about contemporary media and as an inspiration for marketing activities.

From the point of view of the media agency and media planning, we encourage you to read 3 presentations:

  • Jenni Romaniuk “Reaching out to build a strong Brand Identity”
  • Leslie Wood “Five Keys of Effective Advertising”
  • Karen Nelson-Field “Not all Reach is Equal”

Find a job in Germany and change your life with Mondi Polska

Employment intermediary Mondi Polska offers help in finding a job in Germany and thus increasing life standard.

The idea of ​​the campaign is based on telling the success story of a pair of employees who, thanks to an intermediary, found a job in Germany, moved there and changed their lives. It is a 100% true story presented using an advertising spot.

The campaign plan assumes two media goals – building the reach for the video spot and generating traffic

on the page where one can find more details about the history of the couple and job offers in Germany.

Media used in the campaign:

• video advertising on YouTube and Google Display Network

• graphic ads on websites with job offers for abroad

• advertisements on smartphones addressed to people interested in working in Germany who actively use the job search app

• advertising on LED screens in means of public transport in Poznań and trains of Koleje Wielkopolskie

Ad of Mondi led w public transport

Media agency Media Concept is responsible for media buying and the coordination of online and offline activities.

Fall in the filling of TV ad blocks in Q1 2019

For the first time in a few years, something stirred in the matter of filling advertising blocks on TV. For a long time, market participants have been used to the fact that televisions sell all available advertising time: 12 minutes per hour. Only public television has a smaller fill, and this is only because some programs cannot be interrupted by advertising blocks.

The first quarter of 2019 brought a change in the filling, it fell the most in TVN by 8%, in TVP by 2%, in Polsat by 1%. The fall in the filling is, in our opinion, the effect of the continuation of the policy of raising prices by all TV stations (about the increase in prices in trade policies, we wrote in the news of 8.02.2019) and the market reaction to this increase (stoppage of budgets).

However, TVN is the biggest drop in the number of advertising blocks, and is most likely caused by trade policy – the resignation from the sale of GRP packages on the main channel (TVN sells time only in the more expensive, rate card form of sale and as part of the TVN MAX package, together with TVN7). The change in the form of sales of time in TVN caused much higher inflation of the cost in this station than it results from the inflation of the rate card itself.

If we calculate inflation from package costs from the first quarter of 2018 to the cost of list prices from the first quarter of 2019, it amounts to as much as 29%. Such high inflation of prices turned out to be a deterrent for advertisers, especially those who used the package form of time purchase.

In the long-term perspective, we can expect TVN to adjust its rate card policy, not to deflate prices, but with rate card costs lower than it was originally planned for inflation. It is also worth noting that TVN, despite the lack of filling in advertising blocks, did not react with additional discounted sales discounts.

Update 19.04.2019:
In line with our expectations, TVN has reduced prices for May by an average of 12%:

Source: Nielsen Audience Measurement, Arianna, 1-3.2017, 1-3.2018

Pay taxes in Poznan. The City of Poznań encourages in campaign

Due to the approaching date of tax settlements for the previous year, the City of Poznań urges to settle PIT in Poznań using online advertising.

The task of the online media campaign is to generate ad impressions primarily on thematic portals (transport, job, adverts) and redirect to the landing page – Glanc is a new service of the Poznań City Hall, which helps residents to take care of their formal matters. It shows for example how to change the place of PIT settlement via the Internet.

The campaign uses large formats (screenings, double and triple billboards), mobile ads (rectangle and mobiboard) and mailings. The ads are graphically matched to the layout of the landing page (below the screen just from the page):

Screen from

Media agency Media Concept is responsible for media buying and the coordination of online activities.

The real inflation in TV audience-buying costs was 6% in 2018

The total of EQ GRP generated by the market in the group 16+ in 2018 amounted to 3 083 501 points, while in 2017 it was 3 065 314 points. Year-on-year, the number of generated GRP has not grown (change + 0.6%), and net investment in television (data from Starcom report) increased from PLN 4.1 billion to PLN 4.4 billion – by 6.3%. The increase in spending on television, with the full filling of blocks (more GRP in blocks does not fit), means a real increase in prices.

In the news from 8.02.2019, we wrote about 15% of rate card inflation in the big four channels in 2018. Please remember, however, that previously analyzed rate cards inflation concerns the buying method used when buying time in the largest stations, i.e. only one of many forms of TV buying. It is therefore important, but only part of the market.

To at least get closer to the full picture of inflation, we need to consider package purchases in the big four and in thematic stations. However, these other forms of buying than rate card are not monitored by telemetry. Broadcasters do not share with the market precise data about the share of the rate card package purchase (although they communicate that the share of the rate card is still growing) or the level of sales of individual, differently priced, packages of thematic stations. After the end of the year, real inflation is, therefore, the easiest to estimate by comparing the generated EQGRP with the estimated net expenditure on television.

We’ve made the appropriate calculations and we can share our estimates, which show that the costs of reaching target groups through television increased in 2018 by about 6%.

Source: Nielsen Audience Measurement, Arianna, 2017-2018, target group: 16+