MARKETOVERVIEW

 
Croatia

General Information

Demographics
Land area
56 610
  km2
Total population
4 425 747
Households
1 477 377
   
 
Economics
GDP
44 947
   Millions of EUR
GDP per capita
10 156
   EUR
PPS
66 807
   Millions of PPS
PPS per capita
15 095
   PPS
GDP/PPS
67.3%
Inflation rate 2008
5.80%
Inflation rate 2009
2.20%
Inflation rate 2010
1.10%
Inflation rate 2011 (forecast)
1.30%
Currency
Kuna
    
Exchange rate 2010 EUR/HKR
7.340
   €
Exchange rate 2009 EUR/HKR
7.284
   €
Rate 2010/2009
0.8%
Equipment/household

General

% of HH

Cars
n.a.
TV
99.30%
Terrestrial TV
75.80%
Cabled Households
31.80%
Satellite Households
12.90%
PC with Internet at home
48.80%
   

Radio

% of HH

Any type
n.a.
Alarm clock
n.a.
Car set
n.a.
mp3 player/iPod
n.a.
Mobile phone
n.a.

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Radio Landscape

Market Structure: Stations
No. of stations/networks in country 167
No. of stations/networks that sell advertising n.a.
No. of sales houses (excluding direct sales) n.a.
No. of sales houses that collect 80% of the radio adspend 3
Total number of spots broadcast n.a.
Average spot length n.a.
Daily Average Listening Time
Reference Popluation
4+
  
% Daily Coverage
51.5%
  
Individual Listening Time
01:16:24
 hh:mm:ss
Listener Listening Time
02:37:36
 hh:mm:ss

Net Radio Advertising
Net radio adspend (Million Euros)
30 300 000
Radio adspend in % of GDP
0.07%
Radio adspend in % of PPS
0.05%
Radio adspend per capita (Euros)
6.85€
Total number of advertisers
7 022
Total number of radio advertisers
1 486
Number of national radio advertisers
n.a.
Number of local radio advertisers
n.a.

 

Listening Curve 2010


Source: radiocontrol

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Advertising Expenditures

Advertising Spend Per Media (Millions of EUR)

2008

2009

2010

Gross

Net

Gross

Net

Gross

Net

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total

Adspend

% Total
Sponsorship TV
incl.
incl.
incl.
incl.
incl
incl
Public TV
61.4
12.0%
43.9
15.9%
 
29.0
11.5%
 
24.4
13.8%
Private TV
117.2
22.8%
83.7
30.2%
 
78.7
31.1%
 
89.0
50.5%
Total TV
178.6
34.8%
127.6
46.1%
732.5
77.8%
107.7
42.6%
7.908.0
81.9%
113.4
64.3%
 
Sponsorship Radio
incl.
incl.
incl.
incl.
incl
incl
Public Radio
9.4
1.8%
4.9
1.8%
 
3.4
1.3%
 
3.3
1.9%
Private Radio
56.6
11.0%
17.1
6.2%
 
27.2
10.8%
 
27.0
15.3%
Total radio
66.0
12.9%
22.0
8.0%
not available
30.6
12.1%
101.5
1.1%
30.3
17.2%
 
Cinema
9.0
1.8%
2.1
0.8%
not available
2.7
1.1%
not available
not available
 
Newspapers
120.2
12.8%
917.5
9.5%
17.1
9.7%
Magazines
53.9
5.7%
461.5
4.8%
8.6
4.9%
Other periodicals
 
Total Press
216.0
42.1%
97.0
35.1%
174.1
18.5%
83.8
33.1%
1 379.0
14.3%
25.7
14.6%
 
Outdoor/Transport
36.0
7.0%
24.0
8.7%
26.9
2.9%
23.3
9.2%
213.5
2.2%
4.0
2.3%
 
Internet
8.0
1.6%
4.0
1.4%
7.7
0.8%
4.8
1.9%
49.6
0.5%
2.9
1.6%
 
Total
513.6
100.0%
276.7
100.0%
941.2
100.0%
252.9
66.9%
9 651.7
100.0%
176.3
100.0%

Source: gross 2010: AGB Nielsen Media Research, Ipsos Puls

Share of Media Expenditure - NET 2010

Source : gross 2010: AGB Nielsen Media Research, Ipsos Puls

Weight of 12 global actors - amount of radio spend (in EUR)
Company 2006 2007 2008 2009 2010 %radio inv.=

Weight of radio
in the media mix
Procter & Gamble
Data not available
Unilever
Henkel
Master Foods
Nestlé
Kraft
Ferrero
Coca-Cola
L'Oreal
Danone
Reckitt Benckiser
Mc Donalds

Comment % represented by 12 actors in the total radio spend    
     

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Market Structure

Market Structure: Players

Radio Adspend (Net) 2010
     

Sponsorship Incl./excl.

Name of Station/Network

Sales House

% Audience Share

EURO

% Market Share

Hrvatski Radio Prvi Program (HR1) HRT 4.38% 1 163 046 34.80%
Hrvatski Radio Drugi Program (HR2) / HRT HRT 2.48%
Hrvatski Radio Drugi Program (HR3) / HRT HRT 0.02%
Sljeme / HRT HRT 5.25%
Split/HRT HRT 2.89% 478 774 14.33%
Pula/HRT HRT 1.08% 229 727 6.87%
Dubrovnik/HRT HRT 0.97% 266 737 7.98%
Rijeka/HRT HRT 2.77% 930 528 27.84%
Osijek/HRT HRT 0.33% n.a. n.a.
Zadar/HRT HRT 0.38% 106 305 3.18%
Knin/HRT HRT 0.05% 48 805 1.46%

 

For a more detailed Market Structure that includes radio adspend figures from 2008 & 2009 (in Excel format) click here.

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Audience Measurement & Legal Restraints

Audience Measurement: Quick Facts
Institute
AGB Nielsen Media Research
Universe
10-74
People represented
3 695 397
In percentage of the total market population
83.2%
Methodology
CATI
Sample
41 975
Reference measurement unit (audience base)
15 min
Advertising Placement Legislation: Quick Facts (PSB)
Advertising
Authorized
Max amount of advertising time per week
None
Max amount of advertising time per hour
12 min
Min interval between two advertising breaks
None
Max number of spots per break
None

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Price of Advertising

Peak Times

HRT
Peak times 7:00-7:15
15:00-15:15
Percentage of inventory booked during those times n/a
Rate Cards

HRT
Publication frequency once
Publication times 31/12
Rate card base - standard “time unit” 10sec

Source :Ipsos Plus

Reference Cost per Thousand Per Media

Media

C/000 (Euros)

Relative price to Radio

Calculation Basis

Source
Radio Data not available
TV
Cinema
Internet
Dailies
Magazines

Monthly Radio Adspend

Month

Monthly breakdown of the total radio adspend in %

January 5.20%
February 5.10%
March 8.30%
April 9.70%
May 9.00%
June 11.00%
July 10.70%
August 5.70%
September 7.40%
October 9.00%
November 8.80%
December 10.00%

Seasonality

Month

HRT

Seasonal variations as index of average annual rate

January
No seasonal variation
February
March
April
May
June
July
August
September
October
November
December

 
Pricing

Price index (or price modulation) for commercial advertising proposed in relation with the price of a 30” spot

HRT

Price Index 30" = 100

Less than 5 sec
50
05 sec
50
10 sec
50
15 sec
70
20 sec
80
25 sec
80
30 sec
100
35 sec
120
40 sec
120
45 sec
150
50 sec
150
55 sec
160
60 sec
160
More than 60 sec
-
Other
-

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For any enquiries regarding these figures, please contact Cécile Benedetti, Research & Marketing Manager

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