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| Market Research in Poland - 2012 |
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As usual, OFBOR
published data on last year's (2012)
turnovers of market research companies in Poland.
I also collected data from the previous years: OFBOR's and some more from the web,
and summed everything up in tables and charts below.
This is the sixth time I prepared this summary - you can find the previous ones here:
All data discussed below can also be found here: mr2012.zip (101 kB).
And what does this data show us this year?
ACNielsen finally got their way -
with growth of 6% along with their competitor's decrease of 11%
it took the 1st position from Millward Brown (before: SMG/KRC).
Millward Brown / SMG/KRC had been on that spot for 15 years in a row...
Even so, Millward Brown / SMG/KRC is still the owner of two records: turnover (120+ MPLN last year) and share (19.3% in 2001).
ACNielsen is pretty close to breaking the first record - they only need another 1.5 MPLN,
but the second one of those records will remain with Millward Brown for some time yet (not that easy to take over another 2.75% of the market)...
Even though OBOP and Pentor merged, GfK, with 5% growth, defended its third position
(this wasn't at all expected - combined revenues of the two TNS companies should've given them a turnover of approximately 90 MPLN;
and that would've been quite enough to take the 3rd place away from GfK).
TNS Polska (merged TNS Pentor and TNS OBOP)
took the 4th place; you'll only see their data for 2012 on the charts below.
I could've merged the turnover data for previous years, even going back as far as 1996,
but that would have shown a distorted picture of the market's history (by being the second larger 'company' for most of that time).
IPSOS advanced one place to 5th, but only because of the merger mentioned above.
It's hard to evaluate their growth as their reporting is unclear before and after the takeover of Synovate.
It seems to me that revenue for 2011 did not include Synovate. If that was so, this year's growth of 43% is quite overestimated.
Further companies in the top 10:
- AGB, thanks to substantial growth of 14% advanced two places, overtaking PBS.
- PBS grew by 3% remaining on the 7th place.
- Remaining companies in the top 10 all advanced one position (after the OBOP / Pentor merger),
though each noted a substantial decrease in revenues (between 10% and 17%):
- Even so, congratulations are in order for 4p research mix - it's the first time they made it into the top 10!
Turnover of remaining companies was below 6 MPLN (per company).
A note on the turnover of the whole industry: the number of companies participating in OFBOR's audit decreases from year to year.
The change in the total turnover was estimated based on the changes in turnover of the companies that took part in the survey in
both years: 2011 and 2012. Hence, obviously, this value needs to be taken with a grain of salt.
Turnover, in '000 zloty (click to enlarge):
Share, in the total estimated market (click to enlarge):
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