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| Market Research in Poland - 2010 - is MillwardBrown SMG/KRC still really at the top? |
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The market research industry has also been recently blessed with the fashion of company mergers.
So, I decided to carry out a little experiment and combine the data on turnovers (that is being provided by OFBOR)
and see what impact these operations had on the ranking of market research companies in Poland.
(The full turnover data is available in my previous text on this subject.)
Recently, we were witnesses to the following mergers / buyouts:
- Nielsen
- AGB is now a part of Nielsen, see here,
-
as is MEMRB, see
here and
here.
-
Pentor and OBOP belong now to TNS, see here,
and especially here (in Polish only, though).
-
Synovate is a part of IPSOS, see here.
So, let's combine the data on turnovers according to the information above.
And see what we can see...
All data discussed below can also be found here: mr2010-m.zip (85 kB).
But because this text in not really very serious, I extended the merged data back to the beginning (year 1996, that is).
Obviously, these companies were separate then; and even now, most of them are different legal entities (in Poland).
But this is a blog, not a Master's thesis. ;-)
So, the first thing that catches the eye is that MillwardBrown SMG/KRC is no longer the biggest company in Poland!
Combined turnovers of Nielsen companies in 2010 sum up to141+ MPLN, while the turnover of MB SMG/KRC is "just" 118+ MPLN...
Another change of places happened between TNS and GfK - the different in combined turnovers is a bit over 10 MPLN.
IPSOS, even though it bought the next biggest company in Poland, has turnover that is still lower than GfK's.
(But, if OBOP and Pentor were still separate companies, IPSOS would advance to the 4th place.)
Further places remain without changes (no mergers or buyouts AFAIK).
However, maybe it's worth noting that thanks to the decrease in the number of companies,
three new ones jumped into the top 10: 4P research mix, Cegedim Strategic Media, and ARC Rynek i Opinia.
Unfortunately, this also means that only 16 firms took part in the audit.
Which makes the whole exercise a bit less interesting than in previous years
(in the best of times 22 companies took part in the audit).
And here are the standard charts - but remember, just for fun! ;-)
(For clarity, merged turnovers were denoted in the legend with brackets around the company name.)
Turnover, in '000 zloty (click to enlarge):
Share, in the total estimated market (click to enlarge):
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