A professor at the Faculty of Journalism, Information and Book Studies at the University of Warsaw analyzed the advertising expenses of 123 state-owned companies based on price list data, without individual discounts. He also emphasizes that such an analysis is permissible in this case, because it only wants to show changes and market trends, and not to calculate specific amounts.
The added value of this report is the fact that it presents advertising expenditure against market law. It is known that the greater the reach of a given media, the higher the advertising expenditure in it.
The analysis is carried out on the basis of Kantar Media data, covering 35 daily press titles, 116 magazine titles, 148 radio stations and 47 TV programs.
Expenses of state-owned companies in 2015-2019
For 5 years, the SSP spent over PLN 4 billion on advertising in the media (without the Internet), a significant increase in expenditure could be observed in 2018, and in 2019 it was even higher by 23.9%. Here, differences with the general advertising market could already be observed, where the growth dynamics was 12.9%.
In fact, comparing only 2015 to 2016, market trends were higher than in the case of the SSP, and from 2017 they significantly exceeded the market.
In those years, the largest advertising expenditure of the SSP was absorbed by television, radio and magazines, while newspapers, cinema and OOH (outdoor advertising) had slightly smaller shares.
The dynamics of changes in spending by individual media also differed from market trends.
Media financing by State Treasury companies
We move on to the relevant and specific data, i.e. on what media and what amounts were spent on advertising.
Tadeusz Kowalski, professor at the University of Warsaw:
Analyzes from 2015-2018 showed a certain tendency for the SSP to spend funds for advertising purposes, to some extent regardless of the market position of individual media. Particular preference was given to those media which more or less obviously supported the policy implemented by the government through their content. The data for 2019 makes it possible to observe the participation of the SSP in the financing of individual media covered by the monitoring.
The largest advertising revenues from SSB were the share of Gazeta Polska Codzienna, where the SSP left over 50% of all advertising revenues of this newspaper, and a year earlier over 40%.
The most interesting of these data, however, is the comparison of expenditure in some titles with their expenditure in the analyzed period.
During these 5 years, the sales of “Gazeta Polska Codzienna” slightly changed compared to 2015, when its circulation was 19 thousand, in 2019 it decreased by 32% to 13 thousand. units, and the advertising expenses of the SSP already accounted for over 5.5 thousand% of the amount spent on advertising in this newspaper in 2015 and amounted to almost PLN 12.5 million (!).
Now let’s take something from the other extreme, i.e. Gazeta Wyborcza. Its circulation in these 5 years decreased by 46%, from 158 thousand in 2015 to 86 thousand. in 2019. In turn, the expenses of the SSP decreased to 4% in this period, from almost PLN 15 million to PLN 537 thousand. PLN.
Other examples of disproportion? Let’s look at another category of journals. The “fact”, recognized by the ruling party as evil directly from the western border, could still enjoy the growth in advertising revenues from the SSP in 2016, and in 2019 it accounted for only half of the total of 2015.
On the other hand, Polish and neutral in the message “Super Express”, with a similar decrease in circulation, could enjoy the income in 2019, which constituted over 300% of the amount obtained in 2015.
The largest beneficiaries of SSP advertising funds spent in 2019 on advertising in magazines were 4 titles: “Sieci” (PLN 30 551 thousand), “Gazeta Polska” (PLN 16 562 thousand), “Do Rzeczy” (PLN 14,083 thousand). ) and “Wprost” (PLN 10 516 thousand). The entirety of these expenses accounted for 51% of the total spent by the SSP on all available warehouses.
Here, we will start the comparison of SSP advertising expenses with magazine sales from the end of the list, ie from “Newsweek Polska”.
Sales of this title in 5 years decreased by 40%, and the advertising expenditure of the SSP in 2019 fell to 4% of the amount spent in 2015.
As a counterbalance, let’s take a look at the first place in 2019 spending, which is Gazeta Polska. The circulation of this magazine decreased by 41%, and the expenditure on SSP advertising in 2019 accounted for over 18,000% of the amount spent in 2015 and increased from 91,000. PLN to over PLN 16.5 million.
In the case of radio, the analysis of expenses was compared with the audience of individual radio stations. It is clearly visible here that the majority of the SSP’s expenditure is allocated to advertising on public radio. At the same time, these data are much ungrateful, audience audience for the Polish Radio III program has already dropped to the level of 2.6%.
The same is true for television. As you can see, the viewership measurements at that time have nothing to do with the percentage share of individual stations in the distribution of the SSP advertising budget.
The above analysis allows for a broader look at the problem that is unfolding on the media in Poland today, in the context of plans to introduce a tax on advertising. Public media or media favoring the authorities will cope with it without any problems, as if not using subsidies from the State Budget, then advertising revenues from State Treasury companies. The other media have a serious problem.
Stock Image from Depositphotos.
Source: AntyWeb by antyweb.pl.
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