Media Market OverviewBosnia & Herzegovina

Gender

Labour Market

Source: Mareco Index Bosnia

Location

50,11% 49,89%

Unemployment rate: 27,5 %

Source: Bosnia's Statistics Agency, Wikipedia and Agency for Statistics of Bosnia and Herzegovina

43°52′N 18°25′E

Area:

51.197 km2

Capital City:

Sarajevo

GDP (PPP)2015 estimate

- Total: $37.966 billion

- Per capita: $9.980

GENERAL FACTS

Total Population3,8 mill

2

Source: wikipedia

GENERAL FACTS

HouseholdsStatus (Income)

Bosnia and Herzegovina consists of

Federation of Bosnia and Herzegovina (FBiH),

Srpska Republic (RS),

and Brčko District (BD).

Cantons of FBiH:

1. Unsko-sanski kanton

2. Posavski kanton

3. Tuzlanski kanton

4. Zeničko-dobojski kanton

5. Bosansko-podrinjski kanton

6. Srednjobosanski kanton

7. Hercegovačko-neretvanski kanton

8. Zapadnohercegovački kanton

9. Kanton Sarajevo

10.Herceg-bosanska županija (Kanton 10)

Source: CIA, Wikipedia and Agency for Statistics of Bosnia and Herzegovina

Average salary

(Average 2013)

Netto: 422,84 EUR

(Average 2014)

Netto: 424,37 EUR

(November 2015)

Netto: 422,32 EUR

There are 1.163.387 households in the

country.

The average household in the Bosnia

and Herzegovina contains 3.26 people.

3

TV still has the highest share of investment among all other

media, and will obviously continue the same trend.

Predictions are that Radio and OOH in next years will keep the

similar level of investments.

Print investments will decrease.

Growth of Internet investments in years ahead is expected.

MEDIA MARKET INVESTMENTS YOY

Source: MARECO INDEX BOSNIA Member of Gallup International & Associate of TNS; AGB Nielsen; Agency estimation

6% 7% 6% 5% 3% 3% 3% 3% 2% 2% 2%10% 11% 10%

9% 9% 9% 7% 7% 5% 5% 5%

16% 10% 10%9% 9% 8% 8% 8% 8% 8% 8%

60%63% 63%

70% 71% 69% 71% 70% 71% 70% 70%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

TV

Outdoor

Dailies

Magazines

Radio

Internet

Other

3,50 3,30 3,00 3,00 2,90 2,90 2,30 2,30 1,80 1,80 1,80

5,503,00 3,00 2,90 2,80 2,50 2,60 2,60 2,60 2,60 2,60

20,92

19,19 18,25 22,98 22,91 22,50 23,00 23,25 23,50 23,50 23,50

0,00

5,00

10,00

15,00

20,00

25,00

30,00

35,00

40,00

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

TV

Outdoor

Dailies

Magazines

Radio

Internet

Other

-13%-5%

+14%-2% +0,16%

+0,51% +2% +0,15% +0,30% +0,60%

35,00 30,36 28,81 33,05 32,39 32,44 32,61 33,26 33,31 33,41 33,61 Mil. EUR

4

5

TOP ADVERTISERS 2014 vs 2015

Source: MARECO INDEX BOSNIA /AGB Nielsen

0

5

10

15

20

25

30

35

Mill

ion

s

2014 (FRC) EUR

Total market FRC

(TV+Print)

341,9 mil. EUR

0

5

10

15

20

25

30

35

Mill

ion

s

2015 (FRC) EUR

Total market FRC

(TV+Print)

353,7 mil. EUR

Proton system is leader in both years. In 2015 Agrokor and Beiersdorf increase their investments and move up to

second and third position. Atlantic group significantly increase investment in 2015.

Top 10 advertisers in 2015 includes some new companies, such as Henkel and Bingo d.o.o.

Investments in 2015 are higher than the same period in 2014.

6

TOP SECTOR 2014 vs 2015

Source: MARECO INDEX BOSNIA /AGB Nielsen

-

10,00

20,00

30,00

40,00

50,00

60,00

70,00

80,00

Mill

ion

s

2015 (FRC) EUR

Total market FRC

(TV+Print)

310,4 mil. EUR

-

10,00

20,00

30,00

40,00

50,00

60,00

70,00

Mill

ion

s

2014 (FRC) EUR

Total market FRC

(TV+Print)

304,3 mil. EUR

Pharmaceutical & Health care products, Food and Personal/Body Care Products are sectors/industries that hold top three positions

in both years. In 2015 Beverages increased their investments and moved up from fifth (2014) to fourth (2015) position.

Top 10 sector in 2015 includes Household indoor/outdoor Furniture, Equipment & Accessories, and excludes Automotive & Oil Industry.

Investments in 2015 are higher than the same period in 2014.

INTERNET

40,36% 29,65% 19,10% 8,95% 1,94%

0% 20% 40% 60% 80% 100%

BH Internet audience - age structure

15-24 25-34 35-44 45-54 55+7

Source: Wave 7 and 8

Content consumption is moving in one direction only.

73%

83%

75%

83%

66%

68%

70%

72%

74%

76%

78%

80%

82%

84%

86%

Desktop Laptop

43%46%

42%

65%

Tablet Smartphone

Q: “Please select which

devices you have used

to do these activities”

[Watch video clips

online]

BASE: B&H

Source: Wave 7 and 8

8

INTERNET PENETRATION BY DEVICES

The smartphone has greater reach than the PC

0% 20% 40% 60% 80%

Desktop

Laptop/Netbook/Convertible Touchscreen

Full-sized Tablet e.g. iPad, SamsungGalaxy

Mini Tablet e.g. iPad Mini, Kindle Fire

Smartphone

Mobile Phone

Games Console e.g. PS4

Portable Games Console e.g. PSP

Portable mp3/Video Player

Smart TV/Internet-Connected Set-Top Box

Devices Owned

Wave 7

Wave 8

Q: Which of the following devices do you own?

Base: B&H

9

It’s becoming more important and central in every sense

SMARTPHONE USAGE

0%

20%

40%

60%

80%

Socialise with others

Be creative

Have fun /

be entertainment

Hang out

or waste time

Relax

Read content

Watch content

Ward off boredom

Play a gameManage

my life

Access information

quickly

Make a purchase

Find your way

Get something done

Organise something

Explore the world

around you

Learn

something new

Research

something

thoroughly

Wave 7

Wave 8

Q: “Please select which of them you think does a good job when you want to…”

[Smartphone]

BASE: B&H – Own a SmartphoneSource: Wave 7 and 8

10

INTERNET USAGE BY DEVICES

Socialise

with others

Share something

Have fun /

be entertainment

Hang out

or waste time

Relax

Read content

Watch content

Ward off boredom

Play a game

Manage my life

Access information

quickly

Make a purchaseFind your way

Get something done

Organise something

Explore the world

around you

Learn

something new

Research

something

thoroughly

0%

20%

40%

60%

80%

Make contacts

for work

Earn respect

Change opinions

Be creative

Organise something

Build your

career

Laptop

Tablet

Smartphone

Q: “Please select which of them you think does a good job when you want to…”

Base: B&H- Own Each Device

Source: Wave 7 and 8

FACEBOOK

AS THE MAIN SOCIAL NETWORK IN B&H

Facebook is the main social

network in B&H.

Since 2009 till now, number of FB

users has grown from 0.5 mill to

1.60 mill in 2015.

which is

over 36%of total population

50

1.4

20

60

2.3

01

77

7.2

40

84

6.6

00

1.0

07

.02

0

1.1

34

.54

0

1.1

60

.06

0

1.2

08

.88

0

1.2

86

.16

0

1.4

20

.00

0

1.5

80

.00

0

1.6

00

.00

0

0

200.000

400.000

600.000

800.000

1.000.000

1.200.000

1.400.000

1.600.000

1.800.000

Dec 2009 Feb 2010 Apr 2010 Sep 2010 Jan 2011 November-11 January-12 April-12 August-12 June-13 December-15 September-15

Number of users

11

Source: facebook.com

MMO Executive Summary in a few words

12

Media planning and buying agencies

13

Creative and digital agencies

14

15

Market regulators

16

EU Membership Application

Digitalization ?

Tender for TV telemetry system

Challenges

Thank you for your attention!