Financial results of the Kino Polska TV S.A. Capital Group for the 1st quarter of 2025

Warsaw, May 29, 2025

AGENDA

1. Market overview

2. Key facts Q1 2025

3. Financial results

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PRESENTERS

Board Member

Board Member

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GRUPA KINO POLSKA 4

MEDIA AND AD MARKET LANDSCAPE - Q1 2025

TV advertising market

The advertising experiences a slowdown compared to the 2024 average, in line with the trend observed in the last quarter of 2024.

The linear Cab/Sat segment

is declining compared to 2024, in favor of growing SVOD consumption, which is negatively affecting the

viewership of certain Kino Polska

Group channels.

Late Easter -shifted advertising budgets

One of the factors impacting the performance of the TV advertising market was Easter falling in April.

Many companies - particularly from the FMCG sector - shifted their advertising budgets from March to April 2025.

Slightly longer TV viewing time

In Poland, in Q1 2025, the average television viewing time was 225 minutes, which is 1.8% more than the previous year(NAM, ATV, Q1 2024 vs Q1 2025, 02:00-25:59; TG: All 16-59,

Total TV; In-Home Consolidated

+2d plus OOH Live).

The AMR% for the entire market in Q1 2025 was 15.59% vs. 15.32%

in the previous year (NAM, AMR%,

Q1 2024 vs. Q1 2025, 02:00-25:59;

TG: All 16-59, Total TV; In-Home Consolidated +2d plus OOH Live).

The "BIG -4"

decline

The share in viewership of the "big four" decreased by 2.5 pp. to 24.42% in Q1 2025 (SHR%, All

16-59, Consolidated Live +2d.

+OOH) vs. 25.05% a year earlier.

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