MEDIA AND ADVERTISING
MARKET IN MACEDONIA
By Aleksandra Dukovska
Hubert Humphrey Fellow
08/23/2010
What makes possible to develop media
market in Macedonia?
Constitution provides freedom of the press and
speech
Generally respected by government
Law prohibits hate speech
Democratization of media environment after
1995
Print media pay 5% VAT instead of 18%
Orientation towards market economy
General findings from watchdog international
organizations
Media operated in a poor economy
Broadcasting market is
overcrowded
Management skills are at low level
Rating system is under constant
dispute
The tax code does not differentiate
broadcast media from other
business
Where to be seen, read & heard?
57 private local and regional TV stations
70 independent radio stations
Big number of newspapers ( Daily, Weekly, Magazines)
WAZ Media Group from Germany bought shares in
“Dnevnik”, “Utrinski Vesnik” and “Vest” in 2003
Largest TV – channels, news shows, airing time,
reach and online presence:
A1 (private, national coverage, news/ telenovelas/ sports/ entertainment
shows
A1 TV News, 7 pm, 57,13%
Web page with Site Meter A1
Sitel TV( private, national coverage, news/ telenovelas /sports
/entertainment shows
Sitel TV News, 6 pm, 42, 09%
Kanal 5 TV ( private, national coverage, news/ telenovelas/ sports
Kanal 5 TV News, 5 pm, 31, 45%
Internet and broadband penetration
Internet: 50%
Broadband: 34%
Over 900,000 Internet users
( 44% of the population)
Over 700,000 FACEBOOK users
( 35% of the population)
Nationwide Wi-Fi for Macedonia - the largest
hotzone/Wi-Fi cloud in the world At 1,000+ square
miles
Advertising market
Estimated advertising market between 30 and 35 million Euros
Marketing is one of the basic source for financing the
private media
TV advertising share 18 million Euros in 2009
Print advertising share 7 million Euros
Outdoor advertising share 4 million Euros
Internet advertising share around 1
million Euros
Print Top advertisers 2008-2009-2010
TOP 25 advertiser 2008
Top advertiseri YEAR 2009
300000
250000
Vo 2008 imalo izbori i vo prvite 5 meseci top advertiseri se politicki partii i
Vlada.
Vo top 25 advertiseri koi zemaat 47% od vkupnite investicii "nema"
besplatni advertiseri
180000
160000
Vo 2009 imalo pretsedatelski izbori i vo prvite 5 meseci top advertiser e i
Gorge Ivanov
Vo top 25 advertiseri koi zemaat 39% od vkupnite investicii besplatni
advertiseri se Hedis i FON koi se 9%
140000
200000
120000
150000
100000
Series1
100000
80000
YEAR 2009
60000
50000
40000
0
20000
0
Top advertiseri YEAR 2010
250000
200000
150000
100000
50000
0
Vo 2010 total invstment e 6.7 milion euro
Vo top 25 advertiseri investirani se 37% , megu koi se i mnogu besplatni
advertiseri (Evropski, Hedis, A1 TV, AB kanal, Fon, Hot-Hot ) i zazemaat 21% od
investiciite
Top advertisers for 2008, 2009, 2010
Without free advertisement on A1 TV, the
top advertisers are: Banks, Car importers,
Telecommunication Companies
TV Top advertisers January – May 2008-2009-2010
12.000.000 €
10.000.000 €
8.000.000 €
6.000.000 €
Year 2008
Year 2009
4.000.000 €
2.000.000 €
0€
Client COSMOFON was rebranded in ONE –Telecom Slovenia Group and that is the biggest investment in2010
Year 2010
Expectations
Establishing of clear media and market game rules
Entrance of media corporations in the market ( FOX, Turner )
THANK YOU
References:
1. http://www.state.gov/g/drl/rls/hrrpt/2009/eur/136044.htm
2. http://www.irex.org/programs/msi_eur/2008/macedonia.asp
3. “Advertising in TV and Print” –PP Presentation Vlatko Kazandziski,
Media Director, New Moment New Ideas Company
4. PR_guide Template for SF Macedonia, Branka Bugariska, PR
Director, New Moment New Ideas Company