This year started convincingly and strengthened the forecasts for a positive trend in media investments. Many advertisers are convinced that in a pandemic situation or not, successful brands need to be close to the customers and encourage them by reminding of themselves. New companies have joined the well-known and established TV advertisers. Some of them filled the niche gap the National Lottery had vacated and quickly climbed into the ranking of the biggest advertisers. In this topic we are observing top advertisers in the three main national channels – BNT 1, bTV and Nova TV. We are starting the review with the top 10 advertisers in BNT 1, and the focus of our analysis is the achieved weighted TRP’s 30 in the target group, representing all people in the country aged between 25 and 54 years (A 25-54) for the period January-May 2021:
In the first five months of the year the total number of advertisers in BNT 1 rose to 128, which is 70 more than in the same period of 2020. The advertisers in the top 10 are mainly representatives of three sectors – sports betting companies, represented by Brobet Limited, Bulgarian Sports Betting, Winbet and Telematic Interactive (Palms Bet), commercial companies that promote their products mainly through telemarket advertising forms – Skyshop and Studio Moderna, as well as state institutions and political parties and formations. It is interesting to note that the reported weighted TRP’s 30 of the top ten advertisers accounted for 67% of total TRP’s 30 in the channel for the period. In the following table we expand the number of advertisers to the top 20 and present their development compared to the same period in 2020:
In the top 20 for this year, the biggest number of advertisers who were not active in January-May 2020 is impressive. Some of them are a consequence of the parliamentary elections held in April. Brobet Limited, Winbet and Porche Bulgaria have the highest growth in the reported results during the observed periods, while Skyshop, Municipal Insurance Company and First Investment Bank have decreased the most. An important fact is that in the period January-May 2021 the achieved weighted TRP’s 30 in BNT 1 are 152% higher than last year’s results for the same period. Part of this growth is due to the elections, but the more significant share is accumulated by the aggressively presence of sports betting companies.
We continue the analysis with the top 10 advertisers in bTV:
Here, as in BNT 1, the number of active companies grows to 183, which is 34 advertisers over last year or 23% more. Advertisers in the top 10 in bTV are from various categories – food (Ferrero), pharmaceuticals (Naturpharma, Sandoz, Stada Bulgaria), chains of stores (Billa and Lidl), beverages (Carlsberg), sports betting (Brobet Limited), cosmetics and household chemistry (Henkel Procter & Gamble) and others. The share accumulated TRP’s 30 amounts to 37% of the total for the TV channel. An expanded ranking of the biggets advertisers in bTV is presented in the following table:
Brobet Limited, Access Finance, Nobel Pharma and Naturpharma stand out with a growth of over 50%. Sanofi-Aventis Group, Reckitt Benckiser, Sandoz, Lidl, Kaufland, Ferrero and Procter & Gamble registered a decline of its’ TV activity in bTV. Some of the companies that had a presence in the TV channel in the period January-May 2020, but are currently absent on bTV are Studio Moderna, Bulgarian Sports Totalizator, Coca-Cola, Aflofarm and other smaller participants.
One of the main conclusions we can draw is that the beginning of 2021 turns out to be better for bTV compared to 2020 and we observe an increase of 17% compared to the relevant period last year.
We end the presentation with the ten biggest advertisers for the first five months of 2021 in Nova TV:
The number of active advertisers in Nova TV is also growing – from 203 in the first five months of 2020 to 233 in 2021. Here too, the advertisers in the top 10 have a diverse nature of their main activity. The companies from the top 10 that are active in Nova TV, but are absent in the main competitor bTV as of May 2021 are Studio Moderna, Skyshop, Coca-Cola and GlaxoSmithKline. The share of TRP’s 30 of the ten biggest companies in Nova TV is 27% of the reported value for all advertisers in the TV channel. In the table you can find more information about the top 20 in Nova TV and the changes that have occurred this year:
Coca-Cola, Brobet Limited, Kamenitza, Bella and Studio Moderna registered over 100% growth. On the other hand, Vivacom, Fortex, GlaxoSmithKline, P&G, Nestle, Ficosota Syntez and Natur Product reported a decline compared to the same period in 2020. Overall, accumulated by all advertisers in Nova TV TRP’s 30 increased by 8% over the same period last year.
Finally, we present a distribution of advertising investments based on weighted TRP’s 30 for all TV channels for which data are reported:
The presented charts show that for the compared periods the market grows by 14%. BNT 1 increases the reported TRP’s 30 by an enviable 152%. Nova TV’s growth is the lowest compared to the total market, which leads to a shrink of its share by 2% in the first five months of the current year. The growth of the market since the beginning of the year strengthens the positive attitudes and gives us reason to look optimistically at the rest of the year.
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