Moldova Media Landscape

1.

Moldova Media Landscape
2021

2.

Media
Market
Overview

3.

General information
-
MOLDOVA A PARLIAMENTARY REPUBLIC
2,7 MLN. PEOPLE (BASED ON 2014 CENSUS, WITHOUT
TRANSNISTRIA)
-
46% WANT CLOSER TIES WITH EU / 38% WITH RUSSIA
-
GDP 11,9 BILLIONS $ (Y2020)
-
INFLATION 0,4% (Y2020, compared to 7,5% Y2019 )
-
1 EUR = 19,74 Lei (Av Rate 2020)
-
1 $ = 17,32 Lei (Av Rate 2020)

4.

Moldova Media Market Specifics
MOLDOVA MEDIA
MARKET SPECIFICS
TV – most transparent Media, with
highest SOS (53% of the media
market)
Radio
3%
Press
4%
Digital
28%
TV
53%
ООН
12%
Source: AGB Moldova 2021; Association of Advertising
Agencies 2021; 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)

5.

Except TV and partially Online – The rest is terra incognita
TV MARKET
- People metric measurement
system
- 350 installed people meters (1200
cases)
- Covering All Population 4+ (Urban,
Rural)
- Channels viewing data available
daily, Commercial data and post buys
available on weekly basis
- Monitoring of advertising activity
and volumes (by channels,
advertisers, etc.)
ONLINE
MARKET
- Site centric measurement
- Offers demographic
data
- Covering All Population 15+ (Urban,
Rural)
- Monitoring of advertising activity
by
advertisers and web sites is NOT
available
NON TV MARKET
-
MMI/TGI survey based on Call Assisted
Telephone Interview (CATI)
- Data on main market categories
brand performances (Awareness,
Consumption, Preference) with
analysis opportunity by main
demographic parameters (Age, sex,
financial status, other socialdemographic data)
- Base analysis of people media
habits (media consumption, attention,
trust by media)
-
Covering Urban population 12+

6.

Ad. Market Structure in mln. Euro (YOY,%)
30 €
Digital
OOH
Press
25,5 mln. €
25,2 mln. €
25 € 23,9 mln. €
14,8 €
13,7 €
14,5 €
22,8 mln. €
TV
22,2 mln. €
23,5 mln. €
22,9 mln. €
23,4 mln. €
22,0 mln. €
12,4 €
11,5 €
20 €
Radio
14,0 €
14,5 €
25 mln. €
14,0 € 14,5 €
12,4 €
15 €
0,9 €
0,9 €
1,2 €
1,2 €
1,2 €
10 €
2,5 €
5€
5,5 €
0€
1,2 €
2012
2,5 €
5,7 €
2,0 €
5,5 €
1,3 €
1,2 €
5,2 €
4,8 €
1,6 €
2,1 €
2,7 €
2013
2014
2015
1,0 €
0,9 €
1,1 €
0,9 €
0,8 €
4,1 €
3,9 €
4,5 €
3,3 €
3,8 €
2016
2017
4,6 €
2018
Digital the main % growth driver, but TV still the leader
Covid pushed -5% AD Market mostly because of OOH Media
Source: AAPM; Budgets without VAT, after discounts; without political advertising
1,2 €
5,4 €
2019
1,3 €
1,4 €
0,6 €
0,6 €
3,5 €
2,4 €
6,2 €
6,6 €
2020
2021
2021 vs. 2020
+0,5 mln. euro
+3,5%
+ 0,1 mln.euro
+10%
no change
0%
-1,1 mln. euro
-30%
+0,4 mln. euro
+7%

7.

79
80
53
50
59
54
40
20
10
33
18 19 17 21
10
10
31
26
17
12
12
54
9
15
24
6
1
24
17
13
6
4
51
49
46
50
30
74
74
70
60
2020/2
2019/2
2018/2
2020/2
85
2019/2
83
2018/2
2020/2
90
2019/2
2018/2
2020/2
SHR
%
2019/2
2018/2
Media consumption in dynamic
24
6
5
6
12
55
0
daily
weekly
monthly
don’t use
TV
Online
Radio
Press
+4%
+6%
+85%
>70%
Increased weekly
listeners
Loosing viewing frequency, but
not number of viewers
Source: X-Plane Ur2018/2, 2019/2, 2020/2; AGB Nielsen; Agency estimations; TA: 18+, urban
20
16
non-users
24

8.

TV decreasing in female audience by adding male viewers
75%
Casa Media
Exclusiv SH
Nova TV
In House
75%
PERFECTE
FAMILIA
70%
70%
65%
RTR Moldova
65%
MEGOGO.NET
Мульт
EA.MD
Prime
JURNALTV
60%
RUTUBE.RU
CANAL 3
CTC
FACEBOOK
IVI.RU
N4
55%
INSTAGRAM
PUBLIKA TV
THT EXCLUSIV
MAIL.RU
OK.RU
Canal 5
CANAL 2
55%
60%
TV8
PROTV.MD
GISMETEO
50%
50%
25
28
31
34
37
40 PROTV
43 Пятница 46
49
22
25
28
YOUTUBE
Size = Average SHR 15-65 All Moldova
Primul
GDN
34
37
40
43
46
49
AGORA.MD
999.MD
45%
ITV
45%
31
NTV Moldova
40%
40%
RENTV
NEWSMAKER
35%
35%
Size = Average RCH%
30%
Source: Gemius Audience January-August, 2021; AGB Nielsen Moldova: January –August ,2021
TA: 15+
30%
8

9.

Attention to advertising
Advertising on TV channels
45,4%
Internet advertising in social networks
39,5%
Advertising on the pages of sites on the Internet
37,4%
Advertising on street posters and billboards
36,0%
Advertising on large TV screens in the city
29,6%
Radio advertising
25,9%
Advertising you receive via SMS
25,6%
Advertising on buses, minibuses, or trolleybuses
25,0%
Audio ads that are heard in supermarket departments
22,8%
Advertising on buses, minibuses or trolleybuses
22,1%
Advertising in sales areas, or on shelves in the form of posters, advertising stickers, or promotional… 20,6%
Ads that can be seen while watching videos on the Internet, for example on megogo, or youtube
19,8%
Flyers distributed on streets, traffic lights or shopping malls
16,7%
Advertisements sent home
15,7%
Articles about companies or products posted on the Internet
15,1%
Advertisements in newspapers, or articles about companies or products printed in newspapers
11,6%
Ads that come in via email or that appear when viewing email
10,8%
0%
Source: X-Plane, 2021/2 All 18+
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%

10.

What advertising is considered the most effective
Advertising on TV channels
25,4%
Internet advertising in social networks
20,1%
Advertising on the pages of sites on the Internet
15,9%
Radio advertising
13,9%
Advertising on street posters and billboards
11,4%
Advertising on large TV screens in the city
8,9%
Audio ads that are heard in supermarket departments
7,0%
Advertising on buses, minibuses, or trolleybuses
6,3%
Ads that can be seen while watching videos on the Internet, for example on megogo, or youtube
6,2%
Advertising on buses, minibuses or trolleybuses
6,2%
Advertising in sales areas, or on shelves in the form of posters, advertising stickers, or promotional… 6,1%
Advertising you receive via SMS
5,5%
Articles about companies or products posted on the Internet
5,2%
Advertisements sent home
4,4%
Flyers distributed on streets, traffic lights or shopping malls
3,8%
Advertisements in newspapers, or articles about companies or products printed in newspapers
2,9%
Ads that come in via email or that appear when viewing email
2,1%
0%
Source: X-Plane, 2021/2, All 18+
5%
10%
15%
20%
25%
30%

11.

TV Market

12.

Sales Houses
There are 3 Sales Houses in Moldova at the moment, that sell an advertising time of 21 TV channels. Other
channels sell their broadcasting time independent.
Casa Media
Exclusiv Sales House
Nova TV
PRIME
Canal 2
Canal 3
Ren TV
Publika TV
N4
СТС
Familia Domashniy
Jurnal TV
Canal 5
TV 6
TV8
TNT Exclusiv TV
RTR Moldova
NTV Moldova
TV8
Primul in Moldova
IITV 5 channel
ПЯТНИЦА-Accent TV
Мульт
Cinema 1
DTV

13.

TV market structure in Moldova
SHR by All 18+
Commercial SHR by All 18+
Prime
100%
7%
90%
18%
80%
2%
2%
70%
60%
50%
40%
6%
0%
2%
16%
2%
3%
6%
0%
2%
1%
2%
3%
1%
0%
0%
1%
2%
3%
1%
0%
2%
12%
11%
0,00%
0%
2%
0%
0,81%
3%
6%
0%
6%
6%
0%
6%
2%
2%
3%
3%
4%
1%
1%
2%
1%
2%
2%
1%
1%
1%
9%
2%
2%
4%
2%
0%
3%
1%
1%
2%
2%
1%
1%
Publika TV
Canal 3
Canal 2
Canal 5
СТС
0%
1%
N4
80%
8,51%
9,79%
70%
60%
Mul't
2%
1%
ITV Moldova-5
8%
8%
RTR Moldova
1%
0%
4%
2%
CTC Moldova
50%
Pyatnita-Accent TV
NTV Moldova
32%
32%
Moldova 2
20%
10%
Moldova1
0%
PRO TV
2018
2019
Source: AGB Nielsen 2018 - 2021 HY, TA: All 18+
2020
2021HY
Others
0%
3%
5%
1%
0%
0%
30%
RLive TV
Kanal D
10%
9%
18%
THT Exclusiv TV
34%
4%
8%
0%
3%
1%
3%
4%
2%
1%
3%
40%
РЕН TV
Primul in Moldova
33%
3%
2%
3%
2%
3%
TV8
20%
16%
Familia Domashniy
0%
1%
30%
18%
7%
9%
4%
3%
3%
4%
Jurnal TV
RenTV
1%
1%
4%
2%
90%
TV 6
10%
11%
Prime
100%
0%
16%
Publika TV
Canal 3
Canal 2
6%
1%
1%
3%
5%
TV 6
3%
1%
4%
Canal 5
1%
3%
3%
2%
2%
2%
1%
1%
2%
3%
2%
2%
Jurnal TV
Familia
Domashniy
СТС
RenTV
14%
16%
0%
1%
1%
2%
12,51%
14,36%
N4
TV8
Mul't
ITV Moldova-5
0,00%
0%
4%
0%
1,22%
4%
2%
2%
CTC Moldova
9%
9%
12%
12%
РЕН TV
0%
0%
2%
1%
6%
RTR Moldova
Pyatnita-Accent
TV
Primul in Moldova
9%
9%
1%
1%
6%
3%
3%
3%
3%
THT Exclusiv TV
2018
2019
2020
2021HY
NTV Moldova

14.

SHR by channels and sales houses 2021HY
Others
31,8%
CTC Moldova
0,3%
Canal 5
0,4%
РЕН TV
0,5%
Primul in Moldova
9,8%
Others*
31,8%
RLive TV
0,0%
Casa Media
25,8%
Moldova 2
0,4%
RTR Moldova
9,7%
RenTV
0,6%
Familia Domashniy
0,8%
СТС
0,9%
Kanal D
1,0%
THT Exclusiv TV
1,1%
Prime
8,6%
Mul't
1,2%
Pyatnita-Accent TV
1,3%
ITV-5 channel
1,4%
N4
1,6%
Channels, not included
in Sales Houses
9,1%
Exclusiv TV
20,2%
TV8
1,7%
TV 6
2,0%
NTV Moldova
8,1%
PRO TV
2,0%
Jurnal TV
3,0%
Canal 3
2,1%
Source: AGB Nielsen 2021 HY, TA: All 18+
Publika TV
2,4%
Canal 2
3,5%
Moldova1
3,9%
Nova TV
13,0%

15.

TV channels ratings
2,00
1,8
1,7
1,7
1,60
1,5
1,4
1,4
1,3
1,2
1,20
0,80
0,7
0,70,7
0,6
0,5
0,4
0,40
0,5
0,5
0,4
0,4
0,4
0,3
0,30,4
0,3
0,3
0,2
0,20,2
0,3
0,2
0,1
0,00
2020
Source: AGB Nielsen 2020 - 2021 HY, TA: All 18+
2021HY
0,3
0,20,2
0,2
0,1
0,20,2
0,2
0,2
0,2
0,1
0,1
0,1
0,1
0,1
0,1
0,1
0,0
0,1
0,0
0,00,0

16.

TV channels average daily reach (RCH)
30%
26%
25%
25%
25%
22%
22%
21%
20%
20%
20%
19%
19%
19%
17%
17%
15%
15%
15%
14%
13%
14%
14%
12%
10%
14%
12%
11%
9%
10%
9%
9%
9%
8%
8%
6%
7%7%
7%
6%
8%
7%
6%
6%5%
4%
5%
4%
4%
3%
4%
3%
3%
0%
0%
2020
Source: AGB Nielsen 2020 - 2021 HY, TA: All 18+
2021HY
2%
0%
1%
0%

17.

TOP 20 advertisers are in the drivers of TV market
TOP Advertisers 2019HY
TOP Advertisers 2020HY
Procter&Gamble
25 346
Procter&Gamble
Moldtelecom
25 328
Loteria Nationala
Nestle
24 483
Nestle
Loteria Nationala
24 122
Reckitt Benckiser
Orange
OrimiTrade
18 333
33 232
Procter&Gamble
27 403
27 127
Nestle
23 843
24 251
Zdrovit
17 284
21 895
Moldtelecom
15 374
20 696
13 557
Орими Трэйд
17 918
12 770
Orange
17 760
Berlin Chemie
17 650
15 253
Hayat Kimya
Berlin Chemie
14 810
Orange
11 840
Loteria Nationala
Moldtelecom
Zdrovit
Coca Cola
28 956
Zdrovit
20 109
TOP Advertisers 2021HY
11 466
KRKA
10 410
Bomba
13 922
JDE
10 459
Berlin Chemie
10 312
Unilever
KRKA
10 159
OrimiTrade
10 047
Ficosota Syntez
Kaufland
9 635
12 462
10 333
Hayat Kimya
9 348
Vinamex
10 009
Bomba
9 336
Tarol-DD
9 583
Reckitt Benckiser
9 321
Reckitt Benckiser
9 022
Kaufland
9 348
MICB
9 001
Moldcell
8 305
Bomba
8 719
JDE
8 692
Tarol-DD
7 200
JDE
7 197
KRKA
FEA
7 030
Henkel
6 966
ТОВ Лiгос
6 417
Efes Vitanta
6 641
Beiersdorf
6 750
Mobiasbanca
6 408
Henkel
6 618
Moskovskii Provansali
6 436
Victoriabank
6 400
Beiersdorf
6 260
Unilever
6 012
Tarol-DD
6 389
0
5 000
10 000
445 767 Eq.GRP
61% SHR of TOP 20
15 000
20 000
25 000
30 000
35 000
0
5 000
10 000
405 812 Eq.GRP
62% SHR of TOP 20
15 000
20 000
25 000
30 000
Source: AGB Nielsen 2019HY-2021HY. The agency estimation. Budgets without VAT, after discounts; without political advertising
35 000
7 693
0
5 000
10 000
490 023 Eq.GRP
59% SHR of TOP 20
15 000
20 000
25 000
30 000
35 000
17

18.

Inflation dynamivs by media, in euro prices (2014-2022F)
70%
60%
53%
TV 2019
normalization of inflation level after Era
of “Alliance”
50%
DIGITAL
constant cost growth YoY
(due to SoldOut growth and increase in
usage)
40%
30%
AVG. WEIGHTED
INFLATION
+5/10% FOR TV &
INTERNET
27%
20%
15%
12%
10%
5%
0%
0%
2014
6%
10%
0%
2%
10%
10%
7%
5%
5%
0%
2015
2016
5%
2017
2018
7%
3%
0%
2019
10%
2020
5%
0%
2021
7%
0%
2022 F*
-5%
-5%
-10%
-20%
Television
Radio
+ 6% of actual TV deflation by rate card for 2021
Source: Agency estimation, based on media channels dynamic and prices. Target aud. for a weighting price inflation
Outdoor
-6%
Internet
0%

19.

Digital
Market

20.

Online internet penetration
DAILY ONLINE USERS
81%
ONLINE
MOVIES/MUSIC
37%
EMAIL/
CHATTING
14%
SOCIAL
NETWORKS
14%
INTERNET
BANKING
17%
71%
MOBILE
USERS
MONTHLY ONLINE USERS
87%
Source: Gemius Explorer. July 2021
TA: 15+

21.

Internet penetration strongly increased (highest growth among 21-40)
Penetration%
Online Penetration
90%
87%
85%
80%
85%
85%
86%
86%
85%
78%
75%
75%
COVID impact:
drastic increase in
number of online users
70%
65%
Date of survey
60%
Sep-18
Dec-19
Mar-20
Jun-20
Sep-20
Online Penetration
Source: Gemius Audience 2018-2021; TA: 15+ all Moldova
Dec-20
мар.21
июл.21

22.

Overview of Internet Users
Distribution of users by gender
Number of users online (15+): 1.84
million
47%
53%
Men
Women
Population:
2,48 mln. (15+)
The number of users who access
the Internet every day (15+): 1.33
million (72%)
Distribution of Internet users by age
Women
Men
18%
20%
Number of users aged 20+: 1.655
million (90%)
14%
15%
10%
5%
12%
12%
9%
9%
20-29
30-39
6%
9%
7%
3%
0%
15-19
Source: Gemius Audience, october 2021
40-49
50+

23.

Standart display - high potential for contact with Moldovan consumers
14 %
40 %
Video
inventory
Standard
display
VIDEO grows in
volume: TOP 3 by
inventory
22 %
Lightbox
display
Source: Inventory Availability Report (September 2021)

24.

Internet users are searching for the info about health
Penetration%
Interests in internet
Internet penetration by devices
30%
100,0
88
90,0
91
92
News decreased -45% but
still in TOP
85
25%
79
80,0
74
70
70,0
60,0
58
51
50,0
20%
63
49
+4%
48
48
47
50
40,0
47
25
26
25
39
39
36
37
18
19
38
45
41
30,0
15%
43
54
24
22
41
20
20,0
10%
34
14
5%
10,0
Date of survey
27%
21%
16%
16%
13%
12%
11%
10%
10%
9%
News
Education
Health
Cooking /
Recipes
Work
Culture
Design
Sports
Cars
Electronics
0%
0,0
2016-02
2017-01
2017-02
PC
2018-01
2018-02
Notebook
2019-01
Tablet
2019-02
2020-01
2020-02
Mobile
Source: X-Plane 2021/2 for devices; Gemius Explorer. May 2020 – 2021 for interests; TA: internet users for devices; 15+, Urban for interests
Interests in internet
24

25.

Facebook leading the way in social media in Moldova
1 400 000
1 300 000
1 200 000
1 000 000
880 000
800 000
600 000
400 000
292 460
200 000
135 000
SOCIAL NETWORKS DYNAMICS
Number of Users
OK.RU drastically looses its
SHR still works for elder and
more rural audiences
Instagram – highest potential for
YOUTH.
0
2016
2017
Source: business.facebook.com; Media Contact
2018
2019
2020
2021
25

26.

Overview of Internet Sites
TOP 10 best sites according to Alexa
2.35
Source: Gemius Audience (10.2021), Alexa.com (06.2021), Similarweb (02.2021)
2 739
2 354
3 498
11 470
4.30
7 474
4:22
17 834
Google.md
14 308
10
Facebook
26 366
3.01
Odnoklassniki
30 636
4:02
Telegram Messenger
29 972
Wikipedia.org
Snapchat
61 984
9
Snapchat
40 460
3.50
WhatsApp Messenger
73 752
9:46
Facebook Messenger
65 090
Point.md
Telegram Messenger
79 954
8
Odnoklassniki
126 178
4.90
Viber Messenger
119 511
3:57
Instagram
142 857
Google.ru
Facebook Messenger
138 918
7
Viber Messenger
146 097
2.66
Facebook
166 514
3:32
WhatsApp Messenger
147 422
Mail.ru
222 647
6
Instagram
Number of real users according to Gemius Audience (15+)
291 817
15.00
233 591
19:37
297 352
999.Md
303 260
5
298 289
4.07
358 033
8:17
354 821
Vk.com
378 069
4
TikTok
201 379
7.93
438 045
4:13
15.45
409 415
Ok.ru
14:07
Rating of the popularity
of applications in the
category of messengers
and communications
according to Similarweb
data (02.2021)
506 766
3
Youtube.com
14:09
Pages per visitor
474 963
2
Google.com
Time per visitor
710 973
1
Site
590 776
№
TikTok

27.

Radio
Market

28.

Radio listeners
Type of listened radio
Duration of radio listening a day
35%
30%
25%
20%
15%
10%
5%
0%
29%
24%
20%
16%
11%
70%
60%
50%
40%
30%
20%
10%
0%
65%
34%
Analog radio
1-2 hours a Less than 5 hours, or Less than 30 3-4 hours a
day
one hour a more a day min a day
day
day
Online radio
4%
5%
Radio podcasts
No answers
Place of listening
Frequency of radio listening
35%
30%
25%
20%
15%
10%
5%
0%
33%
25%
17%
7%
Everyday
Source: X-plane 2021/2;
13%
Rare
TA: 18- 55 B+, Urban
Do not
listen to the
radio
Several
times a
week
Once a
week
4%
Several
times a
month
35%
30%
25%
20%
15%
10%
5%
0%
32%
13%
13%
9%
4%
4%
5%

29.

Radio audience
Daily audience
8%
7%
6%
5%
4%
3%
2%
1%
0%
7,5%
7,0%
4,2%
2021/1
3,9% 3,9% 3,6%
3,0%
2,3% 2,1%
1,8%
1,8% 1,8% 1,6% 1,6% 1,6% 1,6%
1,1% 1,0%
0,6% 0,6% 0,6%
0,5%0,5%
0,5% 0,5% 0,4% 0,3%
0,2%
0,2%
0,1% 0,1%
1,3%
1,3% 1,1%
Weekly audience
25%
20%
1,3%
20,0%
15%
19,1%
14,7% 14,1% 13,6%
9,0% 8,9% 8,9% 8,4%
10%
5%
0%
Source: X-plane 2021/2;
2021/1
12,9%
TA: 18- 55 B+, Urban
7,0%
5,7%
5,0%
4,9% 4,8% 4,4% 4,3% 4,3%
4,1% 3,8% 3,7% 3,3% 3,3% 3,1%
3,0% 2,8% 2,3% 2,3%
2,1%

30.

Outdoor
Market

31.

31
OOH market structure
Existing formats on the Outdoor market
BILLBOARD (3x6)
CITY LIGHT
(1.8x1.2)
PRIZMATRON
LED Display
Cube
Clock
BIGBOARD
4x10 , …
PANNELS
(1.2x1.8)
BRANDMAUER
WALLBANER
Logo
Buss shelter

32.

OOH market structure - LED Market
Total number of constructions is 18 – 12 of which are located in Chisinau, others in Balti, Cahul, Ungheni, Comrat.
OOH Market SHR% for the LED constructions in 2021 consisted 0,70 MM €.
32

33.

33
Seasonality in OOH market
Occupied surfaces (monthly)
100%
90%
80%
76,2%
74,3%
79,5%
77,1%
80,0%
75,6%
73,4%
73,2%
68,2%
70%
80,0%
79,6%
67,0%
60%
50%
40%
30%
20%
10%
0%
January
February
March
April
May
June
July
August
September
October
November
December
Outdoor advertising is used throughout the year, the average percentage of occupation during the year – 75,3%
During February and October is traced the most significant decrease by the level of sold surfaces
Source: Association of Advertising Agencies in Moldova

34.

Press
Market

35.

Press – the main facts
40%
RCH% 2019/1
33%
RCH% 2020/2
RCH% 2021/1
30%
26%
26%
25%
20%
17%
16%
15%
14%
13%
15%
15%
14%
13%
10%
9%
8%
8%
7%
5%
8%
7%
8%
7%
7% 6%
5%
2%
2%
3%
9%
7%
6%
5%
5% 5%
2%
2%
0%
Sanatate
Aquarelle
Vip Magazin
Source: X-plane 2019/1 – 2021/1; TA: 18-55, Urban
Business
Class
Mama Plus
Mireasa
Promo Plus In Style home
In Style
Work and
Rest
Brilliance
Das Interiors

36.

Thank You!