16th edition Media pocket guide 2016 A gateway to the Belgian Media Landscape
The data compiled in this book were collected in February-March 2016. They may therefore be subject to modifications. Furthermore, Initiative nor UM shall not in any circumstances be held responsible for any errors or omissions which the reader may notice. All rights reserved.
Introduction Futures, the research and consumer insight division of the 2 Belgian IPG Mediabrands (Initiative and UM) is proud to present the 16th edition of its Media pocket guide, the ultimate source of information concerning the Belgian media landscape. This publication is issued once a year, in June. We hope this Media pocket guide will help you in finding your way in an ever evolving market.. 1
Table of contents Key Facts Dailies Magazines Free Sheets Out of Home Television IDTV Cinema Radio Digital Search Social Programmatic Media Surveys Lexicon 5 21 37 55 61 77 103 113 131 147 157 169 176 191 209 3
1 . Basic data - Key facts Demography Total population* In Flanders* In Wallonia* In Brussels (Capital Region)* Number of households Number of persons per household* Total population aged 12 & over (CIM) In Flanders In Wallonia In Brussels (Nielsen III) Nielsen Regions I II III IV V 11 209 044 inhabitants 6 444 127 inhabitants (57.5 %) 3 589 744 inhabitants (32.0 %) 1 175 173 inhabitants (10.5 %) 4 828 576 households 2.32 persons / household 9 614 003 individuals 5 385 976 individuals (56.0 %) 3 074 483 individuals (32.0 %) 1 153 544 individuals (12.0 %) Population 12+ 2 307 772 3 078 204 1 153 544 1 480 295 1 594 188 in % 24.0 % 32.0 % 12.0 % 15.4 % 16.6 % Source : statbel.fgov.be - CIM 2014-2015(1) *2016 Data 5
1 . Basic data - Key facts Profile of the Population – Total 12+ Total population Belgium 9 576 187 Sex (in %) Male Female PRP Age (in %) 12-20 21-34 35-44 45-54 55-64 65+ Social groups (in %) 1+2 3+4 5+6 7+8 6 48.8 % 51.2 % 63.0 % 11,7% 20,8% 15,5% 16,8% 14,5% 20,7% 28.6 % 22.4 % 24.5 % 23.9 % Flanders 5 366 382 49.2 % 50.8 % 62.9 % 11.2 % 19.8 % 15.0 % 17.2 % 14.9 % 21.9 % 28.7 % 22.4 % 25.2 % 23.3 % Wallonia 3 061 426 48.3 % 51.7 % 60.4 % 12.5 % 20.5 % 15.4 % 16.6 % 14.9 % 20.0 % 25.2 % 22.9 % 24.8 % 26.4 % Brussels 1 148 379 48.3 % 51.7 % 63.3 % 12.0 % 25.8 % 18.1 % 15.5 % 11.9 % 16.7 % 37.8 % 21.4 % 20.2 % 20.1 % Source : CIM 2014-2015(1)
1 . Basic data - Key facts Main Belgian Economic Indicators Indexes (previous year = 100) Rise of the PIB (in %) Rise of private consumption (in %) Inflation (in %) Unemployment rate (in %) 2012 2013 2014 2015p 2016p 0,2 0,6 2,6 7,6 0,0 0,9 1,2 8,4 1,3 0,4 0,5 8,5 1,4 1,4 0,6 8,4 1,3 1,2 1,9 8,3 Age Group (in %) 0-19 20-59 60+ Evolution Population : 2000 – 2060 2000 18 66 16 2014 17 65 18 2020 17 64 19 2040 17 59 24 2060 17 58 25 7 Source : BNB - BFP
1 . Basic data - Key facts Media Spendings : Share in Household Spendings Share of average annual spendings for Telecom & Leisure – by household 11,1% 8,0% 7,9% 3,2% 1155 3,5% 1373 2000 8 2005 2,9% 1047 2014 Telecom & Equipment Total Telecom & Leisure Source : Statbel 2015
1 . Basic data - Key facts Household equipment - Total 12+ Printer, scanner or all-in-one printer DVD / Blu-ray reader set Videorecorder / hard disk recorder Portable GPS (not on a GSM) Hi-fi set Multimedia console type Wii, Xbox, PSPlayStation Non-portable CD player MP3 player, iPod, etc. (music, audiovisual) Video camera External hard drive (NAS) 37,7 35,6 32,1 25,4 24,6 Source : CIM TGM 2013-2014-2015 9 69 58,7 54,9 46,8 44,3
2 . Media Profile - Key facts Media Coverage : Maximum Reach – Total 12+ 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 89,9% 85,8% 84,6% 86,9% 77,2% 59,0% 48,8% 50,9% 6,1% 10 Source : CIM Crossmedia 2015
2 . Media Profile - Key facts Media Mapping : Profile Heavy Users 75 Young & Upscale 65 H Dailies H (Two-)Monthlies 55 H Weeklies H Radio 45 H Free Press H Television 35 Average pop. 12+ H Internet H Outdoor H Cinema 35+ & Downscale 25 10 20 30 40 % less than 35 years Source : CIM Crossmedia 2015 50 60 70 11 Average pop. 12+ % social groups 1 to 4
2 . Media Profile - Key facts Multi-Media Usage – Total 18+ 70% 60% 50% 40% Early 30% 20% 10% 0% 12 Morning Radio + OOH Day Radio + internet evening Radio + OOH Evening TV + internet /social net. Radio TV Movings Dailies Internet Magazine Free sheets Cinema Social network Online video Source : Ebuzz 2013 (Mediabrands survey) “What did a typical day of last week look like ?” Base = 18-74 yo Before 6h00 6h--6h30 6h30--7h 7h--7h30 7h30--8h 8h--8h30 8h30--9h 9h--9h30 9h30--10h 10h--10h30 10h30--11h 11h--11h30 11h30--12h 12h--12h30 12h30--13h 13h--13h30 13h30--14h 14h--14h30 14h30--15h 15h--15h30 15h30--16h 16h--16h30 16h30--17h 17h--17h30 17h30--18h 18h--18h30 18h30--19h 19h--19h30 19h30--20h 20h--20h30 20h30--21h 21h--21h30 21h30--22h 22h--22h30 22h30--23h 23h--23h30 23h30--24h After24h
3. Advertising Investments - Key Facts Total Evolution : 1998 – 2015 In Million Euros 3565.8 3466.5 3104.3 North South 2387.4 2297.5 2137.5 1933.4 1806.8 1673.7 1530 1751.9 2863.9 3164.4 3169.5 3603.6 3704.5 3759.4 3824.3 As from 2001 : incomplete data (no figures for free sheets), change of methodology As from 2006 : free sheets and internet added to the CIM MDB Source : MediaMark / CIM MDB / MediaXim 13
3. Advertising Investments - Key Facts Evolution Investments by Media: 2005-2015 500 € 1.000 € 1.500 € 2.000 € 2.500 € 3.000 € 3.500 € 4.000 € 4.500 € 0 € 2005 14 Source : MediaXim 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 141 € 168 € 154 € 175 € 47 € 215 € 280 € 289 € 747 € 737 € 730 € 701 € 593 € 982 € 1.071 € 1.161 € 1.205 € 1.247 € 1.414 € 1.454 € 1.446 € 1.460 € 1.450 € 1.577 € 227 € 287 € 327 € 150 € 152 € 85 € 119 € 129 € 239 € 249 € 248 € 301 € 300 € 282 € 376 € 377 € 358 € 255 € 297 € 141 € 143 € 189 € 201 € 294 € 313 € 274 € 263 € 399 € 445 € 466 € 124 € 224 € 111 € 237 € 314 € 325 € 258 € 257 € 485 € 524 € 768 € 761 € 745 € 803 € 825 € 90 € 215 € 331 € CINEMA 292 € 514 € 767 € FREE SHEETS INTERNET OUTDOOR MAGAZINES RADIO DAILIES TELEVISION Millions
Market Share by Medium : 2015 3. Advertising Investments - Key Facts Source : MediaXim 15
3. Advertising Investments - Key Facts Market Share by Economic Group : 2015 Health-Wellbeing 2,3% Services 10,8% Clothing 1,5% Home-Office Equipment 4,6% House & Office Maintenance 2,4% Distribution 17,5% Energy-Fuel 1,0% 16 Telecom 5,0% Transport 10,0% Food 12,9% Others 0,5% Beauty-Hygiene 6,5% Culture, Tourism, Leisure, Sports 25,0% Source : MediaXim
Top Advertiser Groups : 2015 3. Advertising Investments - Key Facts Top 10 PROCTER & GAMBLE BENELUX UNILEVER D’IETEREN GROUP RECKITT & BENCKISER COCA-COLA COMPANY COLRUYT GROUP MEDIALAAN MEDIAHUIS PROXIMUS GROUP L’OREAL GROUP 1000 101 235 79 528 74 015 69 681 60 424 55 259 52 404 50 941 49 485 45 710 17 Source : MediaXim
4. Media Cost – Key Facts Average Campaign Costs 2016 Television – Cinema – Radio MEDIUM Television North : VTM + 2BE + VIER + VIJF + Vitaya South : La Une + La Deux + RTL-TVI + Club RTL + Plug RTL + AB3 Cinema 1 week - 30" Radio North : Radio 1 + Radio 2 + Studio Brussel + MNM + JOE FM + Q-Music + Nostalgie South : La Première + Classic 21 + VivaCité + Bel RTL + Contact + Nostalgie + NRJ + Fun + Pure fm one week - spots 30" 94 230 61,5 % X 6,0 OTH = 368GRP (CIM Radio Wave 2015 1-3 – Tot.15+) one month / 300 GRP - spot 30" - 12h-24h Total National Ciné Parc one week - spots 30" 199 200 75,5 % X 4,0 OTS = 300 GRP (Audimetrie/IMProve - Tot. 15+) 38 950 6,4 % X 1,0 OTS = 6,62 GRP (CIM 15 - Tot. 15+) 83 712 71,5 % X 5,6 OTH = 399 GRP one month / 300 GRP - spot 30" - 12h-24h 255 600 72,8 % X 4,1 OTS = 300 GRP Description Cost 2016 ( in ) Performances 18
4. Media Cost – Key Facts Average Campaign Costs 2016 Dailies – Magazines – Free Sheets – Outdoor MEDIUM Dailies Magazines Monthlies Weeklies Free Sheets Outdoor JCD Superstar 48 More O'Ferrall 36 m Clear Channel 16 m JCD Booster 2m Adshel Maximum 2m 645 panels 20 & 8 m - 14 days 100 panels - 14 days 425 panels - 14 days 2 550 panels - 7 days 3 010 panels - 7 days 369 408 75,5% X 28,3 OTS = 2136,1 GRP 263 665 43,0% X 12,4 OTS = 532,8 GRP 369 340 68,3% X 17,6 OTS = 1201,4 GRP 285 965 70,9% X 34,9 OTS = 2473,1 GRP 303 000 70,3% X 35,2 OTS = 2473,9 GRP (CIM Affichage 2016- 1 - Tot. 15+) Description 1/1 P FC national selection (NP1) 1/1 P FC 30 insertions in a selection of NL / FR magazines 35 insertions in all measured NL / FR magazines 1/1 P FC (Vlan + Streekkrantgroep) 172 635 51,8% X 1,9 OTS = 98,3 GRP (CIM 15 - Tot. 15+) 249 871 70,6% X 2,2 OTS = 152,1 GRP (CIM 15 - Tot. 15+) 130 086 50,5% X 1,2 OTS = 59,2 GRP (CIM 15 - Tot. 15+) Cost 2016 (in ) Performances 126 000 44,2% X 1,3 OTS = 55,6 GRP (CIM 15 - Tot. 15+) 19
4. Media Cost – Key Facts Evolution CPM: 2010 – 2017p 190 TV Newspaper Outdoor Cinema 170 2010 = 100 150 Radio Magazines Internet** 130 110 90 2010 20 2011 2012 2013 2014 2015 2016p 2017p Source : UMA – Magna Global ** Internet- Display only Media Inflation
1. Market Overview – Dailies Main Characteristics Dailies Particular features – Regional orientation – Use of national selection to obtain national coverage Advantages – Regional selectivity – Fast action – High reader loyalty – Qualitative news context – Top Topical : event related advertising Evolution – Growing importance of digital online readership with cannibalisation on offline (cfr. National Newspublishers Survey) – Saleshouses develop off/onlinepackages – Ratecards are extended with mobile advertising (applications for iPhone, iPad) and website 21
1. Market Overview – Dailies Overview Dailies - Total 12+ : Paper + digital version CIM 2015 PQ NL DAGBL PQ NL DAGBL. PQ NL DAGBL.+METRO NL Laatste Nieuws+Nieuwe Gazet Nieuwsblad+Gentenaar Gazet van Antwerpen Belang van Limburg Metro NL Standaard Morgen Tijd Groep Krant van West-Vlaanderen CIM 2014 (2) CIM 2015 (1) Evol. 2933 2933 3076 1220 1018 400 369 349 361 244 119 376 2972 2972 3110 1279 1014 420 386 338 362 230 103 377 101 101 101 105 100 105 105 97 100 94 87 100 Reach N (%) 54 0 54,0 56,2 23,2 18,5 7,7 7,2 5,8 6,4 0,3 1,8 6,9 Reach S (%) 18 1,8 2,2 0,8 0,5 0,2 0,1 0,6 0,4 0,3 0,1 0,2 45 900 41 250 22 535 20 740 14 675 27 500 15 900 22 225 10 637 35,9 40,7 53,7 53,7 43,5 76,1 69,1 216,2 28,2 282 917 273 508 250 255 243 730 88 815 90 041 89 062 89 760 107 231 103161 90 777 48 106 27 829 88 196 43 103 27 424 69 560 67 669 97 97 100 100 96 97 90 99 97 4,7 4,2 4,7 4,3 3,3 4,1 5,3 3,7 5,6 Cost (in ) 1/1 Page Cost/ 1000 Paid Circulation 7/13-6/14 7/14-6/15 Evol. Index Read./ copy CIM 2015 Cost (in ) CIM 2014 (2) CIM 2015 (1) Evol. PQ FR DAGBL. PQ FR DAGBL.+METRO FR Sudpresse Metro FR Soir DH L'Avenir Libre Belgique Echo 1607 1884 606 486 399 420 426 167 62 1662 1960 609 514 442 436 429 175 70 112 111 114 112 129 100 131 114 n.a. Reach N (%) 0,7 0,9 0,1 0,3 0,3 0,1 0,1 0,2 0,1 Reach S (%) 38,3 45,1 14,2 11,7 10,1 10,2 10,0 3,9 1,6 23 850 19 025 27 000 20 500 19 900 12 900 14 250 39,2 37,0 61,1 47,0 46,4 73,6 202,5 94 026 98 325 65 724 48 101 83 479 35 469 11 868 89.196 97732 61.388 43.535 80.511 34.126 10.517 95 99 93 91 96 96 89 6,8 5,3 7,2 10,0 5,3 5,1 6,7 1/1 Page Cost/ 1000 Paid Circulation 7/13-6/14 7/14-6/15 Evol. Index Read./ copy 22 Source : CIM 2015 (1)
Overview Dailies - Total 12+ : Comparison 1. Market Overview – Dailies CIM 2015-1 PQ NL DAGBL. PQ NL DAGBL.+METRO NL Laatste Nieuws+Nieuwe Gazet Nieuwsblad+Gentenaar Gazet van Antwerpen Belang van Limburg Metro NL Standaard Morgen Tijd Groep Krant van West-Vlaanderen Paper 2722 2880 1061 928 380 358 335 305 196 93 368 Paper PQ FR DAGBL. PQ FR DAGBL.+METRO FR Sudpresse Metro FR Soir DH L'Avenir Libre Belgique Echo 1583 1891 574 511 407 402 408 161 63 Paper+Digital 2972 3110 1279 1014 420 386 338 362 230 103 377 Paper+Digital 1662 1960 609 514 442 436 429 175 70 Index vs Paper 109 108 121 109 110 108 101 118 117 111 102 CIM 2015-1 Index vs Paper 105 104 106 101 109 108 105 109 112 Total Brand 2009 2262 761 524 574 591 572 253 100 Index vs Paper 127 120 133 102 141 147 140 157 159 Source : CIM 2015 (1) 23 Total Brand 3620 3710 1846 1372 538 478 345 553 375 177 419 Index vs Paper 133 129 174 148 142 134 103 181 191 192 114
2. Media Profile - Dailies Mapping Titles - North 90 Standaard (paper) Tijd(paper + digital) 80 Tijd (Paper) Standaard (Paper + Digital) Morgen (Paper) Morgen (Paper + Digital) Young & upscale Young & Upscale 70 Metro NL (Paper + Digital) Metro NL (Paper) 60 Nieuwsblad BVL(Paper + digital) 50 BVL(Paper) 40 GVA (Paper) GVA (Paper + Digital) Laatste Nieuws +Nieuwe Gazet (Paper) Groep Krant van WV (Paper + Digital) Groep Krant van WV (Paper) 35+ & Downscale 30 20 24 25 30 35 % less than 35 years Source : CIM 2015 40 45 50 Laatste Nieuws+Nieuwe Gazet (Paper + Digital) +Gentenaar (Paper) Nieuwsblad+Gentenaar (Paper + Digital) Average pop. 12+ Average pop. 12+ % Social groups 1 to 4
2. Media Profile - Dailies Mapping Titles - South 35 40 45 50 55 60 65 70 75 80 85 15 Echo (Paper) Libre Belgique (Paper) Soir (Paper) Soir (Paper + Digital Versions) Echo (Paper + Digital Versions) Libre Belgique (Paper + Digital Versions) Young & upscale Metro FR Sudpresse (Paper) (Paper + Digital Versions) Dernière Heure_ Les Sports (Paper) Average pop. 12+ Dernière Heure_ Les Sports (Paper + Digital Versions) Avenir (Paper) Avenir (Paper + Digital Versions) Sudpresse 35+ & Downscale 20 25 Sudpresse (Paper) 30 35 % less than 35 years Source : CIM 2015 25 (Paper + Digital Versions) 40 45 50 55 Average pop. 12+ % Social groups 1 to 4
2. Media Profile - Dailies Coverage by Province - All Titles - Total 12+ North : 52.3% (+4,1%) South : 44,3% (+1.6%) Nationa l : 48.8% (+3,0%) Province %paper (+ %digital) 26 Source : CIM 2015-1
Coverage Dutch Speaking Dailies - Total 12+ 2. Media Profile - Dailies Coverage (%) RLP - CIM 2015-1 Het Belang van Limburg Gazet van Antwerpen Het Laatste Nieuws / De Nieuwe Gazet De Morgen De Standaard Het Nieuwsblad / De Gentenaar Metro Nl De Tijd Net coverage 1 insertion CIM 2015-1 CIM 2014-2 Index 2015-1 vs 2014-2 Antwerpen WestVlaand. 0,9 23,0 19,6 4,6 6,8 10,4 5,7 2,0 52,8 47,6 111 0,3 0,5 29,2 3,7 6,3 26,1 4,8 1,9 57,0 53,0 107 OostVlaand. 0,3 2,7 26,2 3,8 6,8 27,4 7,0 1,9 58,7 55,4 106 Limburg 46,8 0,9 9,8 2,3 3,3 5,1 3,1 0,9 56,4 52,6 107 Vlaams Brabant 1,3 1,3 24,2 4,7 6,7 18,4 6,6 1,6 56,1 52,2 107 Bxl Brussel 0,0 0,1 2,0 0,4 1,1 0,8 1,5 0,3 53,6 47,9 112 27 Source : CIM 2015
2. Media Profile - Dailies Coverage French Speaking Dailies - Total 12+ Coverage (%) RLP - CIM 2015-1 La Dernière Heure / Les Sports La Libre Belgique / Gazette de Liège Le Soir Metro Fr Sud Presse L'Avenir L'Echo Net coverage 1 insertion CIM 2015-1 CIM 2014-2 Index 2015-1 vs 2014-2 Bxl 14,9 6,7 18,5 23,5 4,0 1,2 2,6 53,6 47,9 112 Brabant Brussel Wallon 10,5 5,9 12,0 12,1 2,2 6,7 2,4 41,6 34,0 122 9,3 1,9 6,4 8,7 22,6 8,0 1,2 43,1 39,4 109 7,3 2,3 6,2 5,1 23,4 9,2 0,8 40,4 37,5 108 Hainaut Liège Luxembourg 7,4 2,3 5,5 4,8 11,5 39,1 1,0 53,1 47,8 111 Namur 7,8 2,7 7,0 8,1 9,4 28,0 1,4 48,9 50,3 97 28 Source : CIM 2015
2. Media Profile - Dailies Accumulation Coverage Dailies (paper) Total 12+ 90 80 73 72 69 70 62 60 52 50 40 1 2 3 4 6 number of insertions in all dailies (Metro included) Source : CIM 2015 29 9 12 49 44 59 56 62 66 64 66 Tot 12+ Nat Tot 12+ Nl Tot 12+ Fr 68 70 73 78 76 75 77 75 coverage (%)
2. Media Profile - Dailies Accumulation Coverage Dailies (paper) Total 12+ 90 80 73 72 69 70 62 60 52 50 40 1 30 2 3 4 6 9 12 Source : CIM 2015 49 44 59 56 62 66 64 66 Tot 12+ Nat Tot 12+ Nl Tot 12+ Fr 68 70 73 78 76 75 77 75 coverage (%)
Evolution Paid Circulation – North (1988 – 2015) 3. Market Shares - Dailies 350 000 300 000 250 000 200 000 150 000 100 000 50 000 0 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 Standaard Nieuwsblad Het Volk Het Belang van Limburg Het Laatste Nieuws De Tijd Gazet Van Antwerpen De Morgen Source : CIM Authentification 31
Evolution Paid Circulation – South (1988 – 2015) 3. Market Shares - Dailies 100 000 120 000 140 000 160 000 180 000 20 000 40 000 60 000 80 000 0 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 Le Soir L'Avenir La Dernière Heure 32 La Libre Belgique La Meuse/Lanterne Gr. Nord Eclair Sud Presse L'Echo Source : CIM Authentification Nouvelle Gazette
4. Advertising Investments - Dailies Evolution 1998 – 2015 In Million Euros 100 200 300 400 500 600 700 800 900 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Regional insertions included in data since 2002. 825,0 802,6 764,3 736,7 730,3 701,5 592,4 531,1 471,7 386,1 300,1 311,4 239,7 280,7 767,8 761,2 745,1 767,5 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 15.7% 17.9% 17.2% 16.0% 20.0% 22.1% 23.1% 24.8% 24.5% 24.6% 23.3% 23.0% 22.1% 21.3% 20.7% 21.7% 21.9% 20.1% Source : MediaMark / CIM MDB / MediaXim 33 SHR % of total media
Top Advertiser Groups Dailies : 2015 4. Advertising Investments - Dailies Top 10 MEDIAHUIS COLRUYT GROUP D’IETEREN GROUP ALDI PROXIMUS GROUP DE PERSGROEP MEDIALAAN BMW GROUP BELGIUM LIDL & CO IPM GROUP 1000 34 531 26 846 17 073 16 594 14 881 14 199 13 532 12 252 9 233 8 659 34 Source : MediaXim
5. Media Cost - Dailies Main Buying Conditions 2016 Tariff base = modules – Articles : 1000 (1/1 P) – 750 (3/4 P) - 500 (1/2 P) – 250 (1/4 P) - Pano (2/1 P) – Accolades : e.g. 100 (100mm*width), 94 (height*94mm) – Apostrophes : e.g. 200 (100*94mm), 400 (100*191mm) Commercial policies – National « NP » offer : promo for 1 insertion to 3 or 5 insertions in the total selection of De Persgroep + Rossel Advertising + Mediahuis + IPM – PNU deals (Premium Newsmedia United): promo for 3, 5, 7 or 9 insertions in all titles of De Persgroep + Rossel Advertising – Offer : Tango (Mediahuis + IPM) or Touchpoint (Rossel + De Persgroep) – Offer : Print - Tablet - Phone – Website : several formats and frequency possible Main buying conditions – Extra charge for preferential position : +20% or +25% (p1x5; p3x2) – Top Topical : -25% (predictable event) or -50% (unpredictable) 35
1. Market Overview - Magazines Main Characteristics Magazines Particular features – Important overlap from France – almost no overlap from the Netherlands Advantages – Socio-demographic selectivity – High life expectancy of commercial message – Good reproduction quality – Strong reader involvement – Optimal editorial context Evolution – Loss of market share due to heavy competition from other media 37
1. Market Overview - Magazines Overview Dutch Speaking Magazines - Total 12+ (Paper + Digital) (p g) CIM 2015 D All Dag Allemaal+Expres HUMO l E Story Nieuwsblad Magazine Bond Knack VAB-Magazine Knack Weekend Tv Familie+Blik Touring Magazine NL Standaard Magazine DS Weekblad TeVe-Blad P-magazine Primo Sjiek Knack Focus Morgen Magazine Citta Autogids Autowereld MO* Mondiaal Magazine Motoren & Toerisme CIM 2014 (2) CIM 2015 (1) Evol. 13601360 591 579 571 429 480 509 375 321 339 333 311 311 247 263 265 275 252 187 181 172 150 99 13111311 590 532 549 471 523 513 388 284 377 318 292 359 n.a. 293 255 281 238 207 166 167 176 n.a. 96 96 100 85 97 106 119 107 114 80 110 95 98 127 n.a. 121 94 116 98 118 100 110 120 n.a. Reach N (%) ( ) 24 124,1 10,8 9,8 10,2 8,7 9,4 9,4 7,0 5,2 6,7 5,8 5,4 6,6 n.a. 5,4 4,7 5,1 4,3 3,8 2,9 3,0 3,2 n.a. Reach S (%) ( ) 04 0,4 0,3 0,1 0,1 0,1 0,4 0,2 0,3 0,1 0,4 0,1 0,1 0,1 n.a. 0,1 0,0 0,1 0,2 0,0 0,2 0,1 0,1 n.a. Cost (in ) 1/1 Page 14 900 14 900 11 420 6 000 9 100 10 900 12 200 7 350 12 200 4 250 5 315 8 900 8 400 3 600 3 995 3 800 4 985 6 300 7 300 6 500 4 190 3 820 4 000 4 000 Cost/ 1000 11 411,4 19,4 11,3 16,6 23,2 23,3 14,3 31,5 15,0 14,1 28,0 28,8 10,0 n.a. 13,0 19,6 22,5 30,6 31,4 25,2 22,9 22,7 n.a. Paid Circulation 7/13-6/14 7/14-6/15 314 2 2 291 1 8 314 272 291 178 122 984 108 145 117 743 90 222 268 671 262 671 274 118 269 100 96 079 96 657 297 210 299 804 96 079 79 677 49 040 74 774 182 362 180 228 111 376 109 654 110 019 109 229 127 270 198 602 31 464 26 156 110 319 115 250 100 339 99 362 99 685 100 209 71 291 67 759 100 267 100 943 16 129 13 866 3 654 11 295 15 137 13 862 3 548 n.a. Evol. Index 93 93 88 77 98 98 101 101 51 94 99 98 99 156 83 104 99 101 95 101 94 100 97 n.a. Read./ copy 4 py 4,5 5,5 5,9 2,1 1,7 5,4 1,7 7,9 3,8 2,1 2,9 2,7 1,8 n.a. 2,5 2,6 2,8 3,5 2,0 11,0 12,0 49,7 n.a. 38 Source : CIM 2015-1
1. Market Overview - Magazines Overview Dutch Speaking Magazines - Total 12+ (Paper + Digital) CIM 2015 CIM 2014 (2) CIM 2015 (1) Evol. Libelle Flair NL Nina Libelle Lekker Goed Gevoel Feeling Vitaya Vrouwen Met Vaart Elle België Femma Psychologies Magazine NL Marie Claire Belgische Editie 921 540 538 510 473 267 205 146 125 120 103 86 912 535 554 496 495 264 203 155 133 115 93 82 99 96 105 101 112 103 111 97 98 86 105 95 Reach N (%) 16,8 9,7 10,2 9,1 9,1 4,8 3,7 2,9 2,3 2,1 1,6 1,4 Reach S (%) 0,2 0,3 0,1 0,2 0,2 0,1 0,2 0,0 0,2 0,1 0,1 0,2 Cost (in ) 1/1 Page 12 950 10 900 9 100 4 150 9 400 9 800 6 000 3 395 8 200 3 200 6 600 5 000 Cost/ 1000 14,2 20,4 16,4 8,4 19,0 37,1 29,6 22,0 61,6 27,9 71,1 61,2 Paid Circulation 7/13-6/14 7/14-6/15 202 008 194 534 79 140 65 511 311 467 296 096 36 494 67 148 55 048 48 617 94 861 18 326 61 628 6 708 11 837 34 029 69 418 52 379 42 875 92 367 17 027 57 575 5 517 12 390 Evol. Index 96 83 95 93 103 95 88 97 93 93 82 105 Read./ copy 4,7 8,2 1,9 14,6 7,1 5,0 4,7 1,7 7,8 2,0 16,8 6,6 CIM 2015 Cost (in ) CIM 2014 (2) CIM 2015 (1) Evol. Kerk+Leven Eos Magazine OKRA magazine Joepie Brieven aan Jonge Ouders Ché Pasar Landbouwleven Boer & Tuinder 578 260 303 198 194 126 109 86 64 558 249 294 191 244 n.a. 109 109 70 98 89 101 83 136 n.a. 91 132 114 Reach N (%) 10,3 4,5 5,4 3,4 4,5 n.a. 2,0 2,0 1,3 Reach S (%) 0,1 0,1 0,0 0,2 0,1 n.a. 0,0 0,1 0,0 1/1 Page 7 520 5 250 4 810 5 600 8 750 4 750 2 650 3 085 2 120 Cost/ 1000 13,5 21,1 16,4 29,4 35,9 n.a. 24,3 28,2 30,4 Paid Circulation 7/13-6/14 7/14-6/15 270 053 249 950 26 918 22 892 147 313 143 907 38 313 50 127 15 582 32 905 25 094 17 262 25 645 50 991 n.a. 31 331 24 295 16 867 Evol. Index 93 85 98 67 102 n.a. 95 97 98 Read./ copy 2,2 10,9 2,0 7,4 4,8 n.a. 3,5 4,5 4,1 Source : CIM 2015-1 39
1. Market Overview - Magazines Overview French Speaking Magazines - Total 12+ (Paper + Digital) CIM 2015 CIM 2014 (2) CIM 2015 (1) Evol. Ciné Télé Revue Télépro Be TV Moustique Paris Match Vif L'Express Touring Magazine FR Télé Star Soir Magazine Vif Weekend TV News Moniteur Automobile Victoire Deuzio Focus Vif Point de Vue Ligueur des parents Télé Pocket Moto & Loisirs 1279 424 380 287 378 398 405 352 352 221 183 243 127 151 137 135 124 102 95 1302 428 345 296 401 404 437 359 365 213 208 232 144 160 126 141 113 89 n.a. 100 106 96 93 107 106 116 102 104 99 119 115 103 106 95 96 97 85 n.a. Reach N (%) 0,3 0,1 0,1 0,1 0,3 0,2 0,1 0,1 0,2 0,1 0,0 0,1 0,0 0,0 0,1 0,2 0,1 0,0 n.a. Reach S (%) 30,4 10,0 8,0 6,9 9,1 9,3 10,1 8,4 8,4 4,8 4,9 5,4 3,4 3,7 2,9 3,1 5,4 2,1 n.a. Cost (in ) 1/1 Page 14 250 4 500 4 200 5 000 5 500 9 000 6 320 4 650 4 995 9 000 4 900 6 010 7 500 4 240 4 800 4 075 4 950 1 475 2 550 Cost/ 1000 10,9 10,5 12,2 16,9 13,7 22,3 14,5 12,9 13,7 42,3 23,6 25,9 52,2 26,4 38,0 28,9 44,0 16,5 n.a. Paid Circulation 7/13-6/14 7/14-6/15 248 849 228 094 113 808 111 756 95 771 65 383 43 972 62 213 90 107 60 261 41 574 62 051 206 410 203 164 65 894 55 842 62 213 62 475 54 342 62 051 175 419 163 894 19 624 75 640 89 087 63 563 27 104 37 517 34 870 2 687 18 382 69 679 86 113 63 158 25 588 35 969 30 913 n.a. Evol. Index 92 98 94 92 95 100 98 95 97 100 93 94 92 n.a. 99 94 96 89 n.a. Read./ copy 5,7 3,8 3,8 4,9 9,7 6,5 2,2 5,7 6,7 3,4 1,3 12,6 2,1 1,9 2,0 5,5 3,1 2,9 n.a. 40 Source : CIM 2015-1
1. Market Overview - Magazines Overview French Speaking Magazines - Total 12+ (Paper + Digital) CIM 2015 CIM 2014 (2) CIM 2015 (1) Evol. Femmes d'Aujourd'Hui Top Santé Flair FR Gael Public Elle Belgique Marie Claire Edition Belge Psychologies Magazine FR Parents Art et Décoration Elle Décoration 509 562 344 224 150 191 195 167 60 159 98 518 538 360 219 142 226 201 185 68 161 102 103 101 111 92 88 128 107 113 114 92 100 Reach N (%) 0,1 0,1 0,2 0,1 0,0 0,2 0,2 0,1 0,0 0,1 0,1 CIM 2015 CIM 2014 (2) CIM 2015 (1) Evol. Sillon Belge Dimanche 80 67 83 67 113 85 Reach N (%) 0,0 0,0 Reach S (%) 2,0 1,5 Reach S (%) 12,1 12,5 8,3 5,1 3,3 5,1 4,5 4,3 1,6 3,6 2,3 Cost (in ) 1/1 Page 5 950 8 750 5 100 6 700 2 600 8 200 6 000 6 600 2 275 4 150 2 590 Cost/ 1000 11,5 16,3 14,2 30,6 18,4 36,3 29,8 35,7 33,2 25,8 25,5 Cost (in ) 1/1 Page 3 085 2 592 Cost/ 1000 37,3 38,9 17 582 33 238 86 434 43 306 33 049 24 069 16 003 16 824 15 002 11 875 2 658 5 407 3 349 Paid Circulation 7/13-6/14 7/14-6/15 82 229 42 085 28 711 22 200 12 363 16 769 13 044 9 628 2 320 4 510 3 393 Evol. Index 95 97 87 92 77 100 87 81 87 83 101 Read./ copy 6,3 12,8 12,5 9,9 11,5 13,5 15,4 19,2 29,5 35,6 29,9 Paid Circulation 7/13-6/14 7/14-6/15 17 112 17 388 Evol. Index 97 52 Read./ copy 4,8 3,8 Source : CIM 2015-1 41
Overview D+F Speaking Magazines - Total 12+ 1. Market Overview - Magazines CIM 2015 CIM 2014 (2) CIM 2015 (1) Evol. Plus Magazine NL+FR Royals NL+FR Sport-Voetbal Magazine NL+FR Sabato NL+FR Feeling Wonen+Gael Maison Je vais construire & Rénover+Ik ga bouwen & Renoveren Actief Wonen+Déco Idées Nest NL+FR Trends NL+FR Ambiance Culinaire+Culinaire Ambiance Netto+Mon Argent Data News NL+FR 357 138 552 86 246 318 191 500 237 116 107 48 372 139 604 100 254 303 192 488 242 n.a. 123 55 109 89 117 104 113 151 99 97 110 n.a. 112 121 Reach N (%) 4,1 1,5 5,4 1,3 2,7 2,9 1,7 7,5 2,2 n.a. 1,4 0,6 Reach S (%) 3,6 1,3 7,3 0,7 2,6 3,5 2,4 2,0 2,9 n.a. 1,2 0,6 Cost (in ) 1/1 Page 8 100 4 975 7 000 12 100 5 100 4 800 4 750 6 700 10 100 5 250 12 100 8 500 Cost/ 1000 21,8 35,7 11,6 121,2 20,1 15,9 24,7 13,7 41,7 n.a. 98,6 153,8 Paid Circulation 7/13-6/14 7/14-6/15 102 545 99 967 25 848 44 156 62 098 22 025 40 803 60 719 26 445 13 328 26 010 97 952 38 361 19 675 66 431 2 803 26 446 9 638 23 022 83 195 37 822 16 773 65 317 2 868 Evol. Index 97 85 92 98 100 72 89 85 99 85 98 102 Read./ copy 3,7 6,3 14,8 1,6 9,6 31,4 8,4 5,9 6,4 n.a. 1,9 19,3 42 Source : CIM 2015-1
2. Media Profile - Magazines Coverage Magazines : Top 20 – North Titles 1 Zondag 2 Dag Allemaal+Expres 3 Delhaize Magazine 4 Libelle 5 HUMO 6 Kerk+Leven 7 Story 8 Flair NL 9 VAB-Magazine 10 Knack 11 Libelle Lekker 12 Goed Gevoel 13 Steps NL 14 Bond 15 Knack Weekend 16 Touring Magazine NL 17 TeVe-Blad 18 OKRA magazine 19 Primo 20 Tv Familie+Blik Paper 28,4 24,0 19,0 16,7 10,5 10,3 9,8 9,5 9,3 9,1 8,8 8,9 8,7 8,7 6,9 6,6 6,6 5,4 5,3 5,2 28,5 24,1 19,1 16,8 10,8 10,3 9,8 9,7 9,4 9,4 9,1 9,1 8,7 8,7 7,0 6,7 6,6 5,4 5,4 5,2 % coverage - Total 12+ North Paper+Digital Total brand 28,7 24,3 19,7 17,4 11,9 10,3 10,1 10,4 10,3 11,1 10,9 9,9 8,9 8,7 7,7 7,3 6,9 5,4 5,6 5,3 Source : CIM 2015 43
2. Media Profile - Magazines Mapping Top 20 Titles – North 90 Young & Upscale Young & upscale 80 OKRA magazine Tv Familie+Blik 70 VAB-Magazine Flair NL Libelle Lekker 60 Story 50 Delhaise Magazine FR + NL libelle Zondag kerk+leven 40 35+ & Downscale 30 0 44 10 20 30 % Less than 35 years Source : CIM 2015 40 50 60 knack Humo Dag Allemaal + Express Primo Bond Touring Magazine NL Knack Weekend Steps NL Average pop. 12+ Goed Gevoel TeVe-+Blad Average pop. 12+ % Social groups 1 to 4
2. Media Profile - Magazines Coverage Magazines : Top 20 – South Titles 1 Ciné Télé Revue 2 Delhaize Magazine 3 7 Dimanche 4 Top Santé 5 Femmes d'Aujourd'Hui 6 Télépro 7 Touring Magazine FR 8 Paris Match 9 Vif L'Express 10 Télé Star 11 Soir Magazine 12 Flair FR 13 Be TV 14 Moustique 15 Moniteur Automobile 16 Gael 17 Elle Belgique 18 Vif Weekend 19 Marie Claire Edition Belge 20 Psychologies Magazine FR Paper 30,0 26,8 16,0 12,1 12,0 10,0 9,9 9,0 8,6 8,3 8,1 8,1 7,6 6,7 5,1 5,0 4,7 4,6 4,3 4,0 30,4 27,0 16,1 12,5 12,1 10,0 10,1 9,1 9,3 8,4 8,4 8,3 8,0 6,9 5,4 5,1 5,1 4,8 4,5 4,3 % coverage - Total 12+ South Paper+Digital Total brand 31,8 27,8 16,2 14,3 12,6 10,3 11,1 9,8 11,1 8,8 9,5 8,9 9,9 7,5 7,1 5,6 5,9 5,3 5,1 5,1 Source : CIM 2015 45
2. Media Profile - Magazines Mapping Top 20 Titles – South 35 40 45 50 55 60 65 70 75 80 15 46 Moniteur Automobile Psychologies Magazine FR Paris Match Elle Belgique Touring Explorer FR Soir Magazine Be TV Public Gael Vif L'Express Femmes d'Aujourd'Hui Top Santé Télépro Moustique Ciné Télé Revue Vif Weekend Flair FR Logic Immo FR Average pop. 12+ Marie Claire Edition Belge Young & Upscale Young & upscale Télé Star 35+ & Downscale 20 25 30 35 40 % Less than 35 years Source : CIM 2015 45 50 55 60 Average pop. 12+ % Social groups 1 to 4
3. Market Shares - Magazines Evolution Paid Circulation – North (1988 – 2015) Main Family - TV – News Magazines 100 000 150 000 200 000 250 000 300 000 350 000 400 000 450 000 50 000 0 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 Dag Allemaal (+Expres) Humo Knack Magazine Telepro NL P-Magazine Trends - (Tr.-Tend.) Source : CIM Authentification 47 TV Blad Expres Story Het Beste
3. Market Shares - Magazines Evolution Paid Circulation – North (1988 – 2015) Main Women Magazines 250 000 200 000 150 000 100 000 50 000 0 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 Libelle NL Flair NL Goed Gevoel 48 Weekend Knack Feeling Marie-Claire NL Elga Elle NL Source : CIM Authentification Vitaya
3. Market Shares - Magazines Evolution Paid Circulation – South (1988 – 2015) Main Family - TV – News Magazines 100 000 150 000 200 000 250 000 300 000 350 000 400 000 450 000 50 000 0 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 Ciné-Télé-Revue Soir Mag. Téléstar Vif/L'Express Moustique Point de vue Télépro Paris Match Source : CIM Authentification 49 Sélection
3. Market Shares - Magazines Evolution Paid Circulation – South (1988 – 2015) Main Women Magazines 160 000 140 000 120 000 100 000 80 000 60 000 40 000 20 000 0 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 Femmes d'auj. Flair Fr Parents 50 Weekend Vif Gael Top Santé Marie Claire Fr Madame Figaro Source : CIM Authentification
4. Advertising Investments - Magazines Evolution 1998 – 2015 In Million Euros 100 150 200 250 300 350 50 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Reduced number of magazines in MDB since 2001. 299,8 299,9 269,3 268,7 237,7 248,2 245,6 257,6 281,9 280,4 286,6 281,7 296,6 273,7 262,6 258,0 256,5 291,7 SHR % of total media 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 15.5% 14.8% 13.6% 14.7% 13.9% 12.6% 12.3% 11.8% 10.0% 9.7% 9.5% 8.9% 8.6% 7.7% 7.3% 7.0% 6,8% 7,6% Source : MediaMark / CIM MDB / MediaXim 51
Top 10 Top Advertiser Groups Magazines : 2015 4. Advertising Investments - Magazines 1000 ROULARTA MEDIA GROUP SANOMA MAGAZINES FINLAND DE PERSGROEP L’OREAL GROUP MEDIALAAN MEDIAHUIS D’IETEREN GROUP VRT LVMH (LOUIS VUITTON MOET HENNESSY) SBS BELGIUM 21 007 10 272 6 909 6 176 4 996 4 716 3 350 3 131 3 129 3 009 52 Source : MediaXim
5. Media Cost - Magazines Main Buying Conditions 2016 Commercial policies – By main sales houses : Roularta Media, Sanoma Media, de Persgroep Advertising, IP Press,… – Several formats : from to double page full quadri & covers – Numerous creative formulas (inserts, samples, scentstrips…) – Several community marketing possibilities Main buying conditions – Guaranteed position : +10% to 25% – ‘Prima posta’ (right or first advertisement) : +20% to 42% – Advertisement on cover : +10% to 50% – Combination of titles discounts – Seasonal conditions on weeklies : End December/Mi February : 3 ins + 1 free ins, July/August : 2 ins 1 free ins – Seasonal on monthlies : 2nd ad at 50% – Big Wrap: possibility and new method in print to by a cost guaranty of GRP in 6 different package of titles from the most important sales houses 53
1. Market Overview – Free Sheets Main Characteristics Free Sheets Particular features – High coverage – Main groups in control: Rossel & L’Avenir (South), Roularta & L’Avenir (North) Advantages – High regional selectivity – Low costs – Promotional force Evolution – Commercial offer based on volume discounts for standardized formats – Improvement of the print/editorial quality – Interesting commercial opportunities to win the dispensation of leaflets in the free sheets because of the rising municipal taxes 55
Overview Free Sheets - Total 12+ 2. Media Profile – Free Sheets CIM 2015 CIM 2014 (2) CIM 2015 (1) Evol. Streekkrantgroep Vlan Zondag 7 Dimanche Steps NL 2735 1962 1550 633 505 2751 2002 1545 686 474 101 104 96 111 90 Reach N (%) 50,1 0,3 28,5 0,1 8,7 Reach S (%) 1,5 46,8 0,4 16,1 0,1 Cost (in ) 1/1 Page 54 550 50 576 25 000 15 520 16 000 Cost/ 1000 19,8 25,3 16,2 22,6 33,7 CIM 2015-1 Paper Streekkrantgroep Vlan Zondag 7 Dimanche Steps NL 2747 1995 1540 684 470 Paper+Digital 2751 2002 1545 686 474 Index vs Paper 100 100 100 100 101 Total Brand 2781 2036 1561 690 486 Index vs Paper 101 102 101 101 104 56 Source : CIM 2015
Media Mapping: Free Sheets (paper + digital) 2. Media Profile – Free Sheets 40 45 50 55 60 65 70 75 80 85 15 Young & upscale DM City Steps NL 7 Dimanche Zondag Streekkrantgroep 35+ & Downscale 20 25 % Less than 35 years Source : CIM 2015 57 30 35 40 Vlan Average pop. 12+ Average pop. 12+ % Social groups 1 to 4
2. Media Profile – Free Sheets Accumulation Coverage Free Sheets 60 62 64 66 68 70 72 74 76 78 80 77,4 76,6 75,4 74,4 72,4 71,1 71,1 69,5 67,2 66,2 64,8 Tot 12+ Nat Tot 12+ Nl Tot 12+ Fr 1 2 3 4 6 9 number of insertions in all free sheets (De Zondag included) 12 73,8 72,9 72,6 71,8 73,0 73,2 74,8 75,4 75,8 77,8 58 Source : CIM 2015 coverage (%)
4. Advertising Investments – Free Sheets Top Advertiser Groups Free Sheets : 2015 Top 10 ACTION NON FOOD METRO GROUPE THYSSENKRUPP GROUPE ITEK STEYLAERTS NETHYS GROUPE TREVI THOMAS & PIRON VAN CALSTER AS WATSON 1000 7 023 1 613 2 678 1 357 910 764 743 655 559 514 59 Source : MediaXim
1. Market Overview – Out of Home Main Characteristics Outdoor Particular features – Belgian market is one of the most mature in Europe – High number of panels : +/- 64.000 – Numerous formats & buying possibilities Advantages – Regional selectivity – High national coverage & frequency – Large visibility Evolution – Development of digital & interactive products (Street, metro, stations & malls,…) – Ongoing investments in qualitative equipment and locations (ex: Backlights Prestige and 36m ) – More precise targetted offer and geographic segmentation – Development of modules and interchangeable mix 61
1. Market Overview – Out of Home Main Outdoor Types – Supersite (38 m - 36 m - 21m - 16 m ) – 20 m in network – 20 m line-by-line – Street furniture (2 m ) – Small formats (i.e. Insert networks) – Big urban furniture (8 m ) – Digital metros & stations – Others (Guidooh) – Points of sale – Tram, buses, metros, stations – Mobile 62
1. Market Overview – Out of Home Main Outdoor Owners CLEAR CHANNEL BELGIUM ADSHEL Optimum XL 2m Maximum XL 2m Adshel BeSST MORE O'FERRALL 16m 36m Supermix-Maximix TRANSIT Trams & busses (TEC) Stations (Trains) PLAY DNN DHST DL URBAN MEDIA BANNERS CREATE JCDECAUX JCDECAUX Booster 2 m Authentic 2 m Taste Metro, Trams and Busses in BXL JCDECAUX BILLBOARD Prestige Senior Superstar 645-785 Brussels 8 m JCDECAUX AIRPORT Indoor & Outdoor Charleroi and Brussels Airports INSERT Time Corner Full Monty Smarties BELGIAN POSTERS 20 m & 10 m & 8 m line by line 4 m line by line Belgium 800 - Cover 600 - Access 500 Moving 400 - Contact 350 Grand Slam Source : Outdoor Services 63
1. Market Overview – Out of Home Main Outdoor Owners Others BlowUp Media Media Trader DOOH TV MediaGeuzen Mobilad Guidooh Publilux Freemobility Brightfish Media Expo Mediafield IP Lux Pop Media Spicymotion HighCo Euromobile Lijncom Rapid Affichage Alvern Media etc… 64 Source : Outdoor Services
1. Market Overview – Out of Home Performances Main Outdoor Owners – Total 12+ JCDecaux Billboard (commercial offer 2016) NETWORK Brussels 8 Prestige Senior SuperStar 48 SuperStar National SELECTION FORMAT-PERIOD Brussels 8m - 14 days 5 MC* 8m + 21m + 38m - 21 days 48 UC 20m & 8m - 14 days National 20m & 8m - 14 days * 5 main cities ** Ex. taxes *** Adjusted cost/GRP based on panels in CIM Traffic Study Wave 1/2016 # PANELS 2016 50 134 645 785 COV. 18,3 47,9 75,3 77,0 OTS GRP RATE CARD** C/GRP*** (in ) (in ) 14,0 17,9 257 859 28,1 2 115 28,0 2 153 37 958 251 809 369 408 411 144 153,60 293,04 172,22 154,72 Source : Outdoor Services 65 JCDecaux Billboard
1. Market Overview – Out of Home Performances Main Outdoor Owners – Total 12+ Clear Channel (commercial offer 2016) NETWORK 16m + Mega 16m MOF 36m B2B- 80 pan. MOF 36m - 100 pan. Super Mix 440 MaxiMix 520 SELECTION 24 UC 48 UC 5 MC 5 MC 48 UC 24 UC FORMAT-PERIOD 16m & led - 14 days 16m & led - 14 days 16m & led - 14 days 36m - 14 days 16+36m & led - 14days 16+36m & led - 14days * Ex. taxes *** Adjusted cost/GRP based on panels in CIM Traffic Study Wave 1/2016 # PANELS COV. OTS GRP RATE CARD** C/GRP*** 2016 (in ) 425 765 80 100 480 520 68,0 17,5 1 194 75,5 27,8 2 099 39,1 11,8 42,7 12,3 461 526 71,8 19,3 1 388 69,8 24,6 1 719 369 340 531 250 220 955 263 665 516 846 548 100 (in ) 299,87 247,47 449,34 476,20 362,28 298,61 66 Source : Outdoor Services CLEAR CHANNEL
1. Market Overview – Out of Home Performances Main Outdoor Owners – Total 12+ Belgian Posters (commercial offer 2016) NETWORK Access 500 Cover 600 Belgium 800 Moving 400 Contact 350 SELECTION 24 UC 48 UC National Inter city Axes FORMAT-PERIOD 20m + 10m + 8m - 14 days 20m + 10m + 8m - 14 days 20m + 10m + 8m - 14 days Inter city axes + Commercial poles 20m - 14 days 20m - 14 days ** Ex. taxes *** Adjusted cost/GRP based on panels in CIM Traffic Study Wave 1/2016 # PANELS COV. OTS GRP RATE CARD** C/GRP*** 2016 (in ) 500 600 800 400 350 70,2 22,4 1 576 73,5 22,9 1 686 78,8 25,6 2 019 n.a. n.a. n.a. n.a. n.a. n.a. 301 000 363 000 407 000 165 000 133 000 (in ) 190,23 200,95 177,39 n.a. n.a. Source : Outdoor Services 67 Belgian Posters
1. Market Overview – Out of Home Performances Main Outdoor Owners – Total 12+ MediaGeuzen (commercial offer 2016) NETWORK Premium 24 Premium 48 SELECTION North + Brussels North + Brussels FORMAT-PERIOD 20m + 8m - 14 days 20m + 8m - 14 days # PANELS 2016 135 193 COV. OTS GRP RATE CARD** C/GRP*** (in ) n.a n.a n.a n.a n.a n.a 92 900 127 800 (in ) n.a n.a ** Ex. taxes *** Adjusted cost/GRP based on panels in CIM Traffic Study Wave 1/2016 68 Source : Outdoor Services MediaGeuzen
1. Market Overview – Out of Home Performances Main Outdoor Owners – Total 12+ Urban Furniture (commercial offer 2016) NETWORK Adshel Maximum XL Adshel Maximum XXL Adshel Optimum XL Adshel BeSST XL (Optimium + Stations) Adshel Antwerp+ Adshel Ghent ADSHEL Adshel Brussels 350 Adshel Brussels Premium Adshel Brussels Center Adshel Brussels 300 Adshel Stations JCDecaux Booster JCDecaux Taste JCDECAUX JCDecaux Authentic Lady JCDecaux Authentic Young JCDecaux Conso F1/F2 JCDecaux Local Brussels JCDecaux Brussels to Business JCDecaux Brussels Event JCDecaux Brussels Place2Be JCDecaux Liège SELECTION National National National National Antwerp Ghent Brussels Brussels Brussels Brussels National National National National Brussels Brussels Brussels Brussels Liège FORMAT-PERIOD # PANELS COV. OTS 2016 urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days National Proximity POS lady urban furn.-7 days National Proximity POS young urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days urban furn.-7 days * Ex. taxes *** Adjusted cost/GRP based on panels in CIM Traffic Study Wave 1/2016 Source : Outdoor Services 69 3 010 3 200 2 650 3 230 350 250 350 150 200 300 580 2 725 2 125 2 425 2 425 600 300 150 150 150 250 70,0 70,2 69,1 70,3 13,2 8,1 75,7 50,6 66,1 74,9 8,8 70,8 68,8 69,4 70,6 54,6 85,1 15,8 16,0 15,4 6,7 35,2 36,5 31,9 32,0 32,9 27,3 23,3 14,4 12,9 22,2 5,1 34,8 28,7 32,1 31,5 9,1 21,9 9,0 8,5 8,8 22,1 GRP RATE CARD* C/GRP** (in ) (in ) 2 465 2 561 2 206 2 250 433 222 1 763 729 853 1 663 45 2 463 1 976 2 224 2 221 498 1 865 142 136 136 148 303 000 316 000 280 000 326 000 39 550 30 650 43 400 21 900 27 000 37 200 73 223 285 965 233 666 264 854 264 854 76 385 37 521 21 399 21 399 21 399 31 859 116,80 110,28 120,65 151,75 91,34 138,06 17,58 50,07 39,57 18,64 1.467,27 107,88 110,18 110,94 110,64 141,62 20,12 150,70 157,35 157,35 215,26
2. Media Profile – Out of Home Coverage (in %) by Main Outdoor Type - Total 12+ 100 10 20 30 40 50 60 70 80 90 0 77,0 68,0 47,9 39,1 42,7 69,8 71,8 70,2 78,8 73,5 70,8 70,0 70 Source : CIM Traffic Study Wave 1/2016
2. Media Profile – Out of Home Performances by Major City - Total 12+ # GRP (Total 12+) COVERAGE OTS GRP Total GRP 5 MC National National National Brussels Liège Charleroi JCDecaux Billboard Superstar National 77,0 17,9 859 Antwerpen 2094 Gent 1246 1881 1807 2465 28,0 2 153 2649 2306 4363 4161 4571 MOF Prestige Senior 47,9 16+ 68,0 17,5 1 194 1327 2180 1558 3042 3187 36m B2B 36m Maximix 520 Supermix 440 16+36 m 71,8 80 p. 39,1 11,8 461 100 p. 16+36m 42,7 12,3 69,8 24,6 1389 1879 1514 1309 764 824 810 1169 1166 1129 526 1 719 3207 3489 2368 4211 4315 19,3 1 388 2305 3368 1834 2775 3773 Access 500 70,2 22,4 BELGIAN POSTERS Urban Furniture Decaux Adshel Cover 600 73,5 22,9 3366 2315 3098 2900 2738 Belgium 800 78,8 25,6 3278 3331 3437 3383 3776 Booster Maximum XL 70,8 34,8 70,0 35,2 1 576 1 686 2 019 2 463 2 465 2614 2687 2966 2372 3240 3437 7 132 703 5 994 5925 4 777 5722 1 653 2982 3 402 Source : Outdoor Services 71
3. Market Shares – Out of Home Investment Shares by Type – 2015 Market Share in total Outdoor Ad Investments* Trams, Bus, Metro 4,9% 8m 5,7% Malls 2,2% Airport 3,6% Mobilad 0,3% 20m 15,1% 16m 5,3% Supersite 10,4% 2m 52,5% * Data available for Clear Channel, JC Decaux, Belgian Posters, Think Media Outdoor & Brightfish. 72
4. Advertising Investments – Out of Home Evolution 1998 – 2015 In Million Euros 100 150 200 250 300 350 50 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2015 2014 324,6 307,8 313,7 278,0 238,7 226,6 214,5 197,8 182,4 172,5 158,5 158,8 161,7 204,5 249,5 248,1 253,7 330,9 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Data available for Clear Channel, JC Decaux, Belgian Posters & Brightfish. Belgian Posters are not present in CIM-MDB between September 2003 and January 2011. *since January 2010 : taxes included Source : MediaMark / CIM MDB / MediaXim 73 10.4% 9.5% 8.9% 9.8% 9.4% 9.3% 8.9% 9.0% 7.9% 7.7% 7.9% 7.8% 7.3% 7.8% 8.5% 8.5% 8.6% 8.7% SHR % of total media
4. Advertising Investments – Out of Home Top Advertiser Groups Outdoor : 2015 Top 10 D’IETEREN GROUP CARREFOUR GROUP FRANCE TELECOM PSA PEUGEOT CITROEN COCA-COLA COMPANY PROXIMUS GROUP MONDELEZ INTERNATIONAL FORD MOTOR COMPANY FIAT CHRYSLER AUTOMOBILES IKEA BELGIUM 1000 14 138 13 998 8 643 8 000 7 144 6 090 5 867 5 690 5 461 5 166 74 Source : MediaXim
5. Media Cost – Out of Home Main Buying Conditions 2016 Commercial policies – By contractors (Clear Channel, JCDecaux, Belgian Posters, Guidooh,…) – Combination tariffs available – From very local to national coverage – Prescriptible & OTC medicines ad forbidden (except nutritive complements) – No sectorial exclusivity on big formats – Sectorial exclusivity on urban furniture except for JC Decaux : No more exclusivity for weeks 1-4, week 18 (mother day), week 23 (father day) weeks 26-33 and weeks 48-52 – Sectorial exclusivity on urban furniture except for Adshel : No more exclusivity for weeks 1-4, week 18 (mother day), week 23 (father day), weeks 26-35 and weeks 48-52 Main buying conditions – Additional charge for an extra posting (from 80 net for a standard roadside 20 m billboard to 350 net for a trivision) – Communal taxes according to the city 75
1. Market Overview – Television Main Characteristics Television Particular features – Dense cable network – Two TV-markets : North & South – Importance of foreign channels overflow in the South Advantages – Impact of audiovisual communication – High coverage, fast coverage building – Demonstration of the product Evolution – Multiplication of Thematic channels : audience fragmentation – 2nd screen interactive applications ie RTL Connect – Digital TV penetration : 78% (+5% vs last year) – Telenet : 3.267.340 subscriptions (35%) – Belgacom TV : 2.664.352 subscriptions (28%) – VOO : 1.199.081 subscriptions (13%) 77
1. Market Overview – Television Channels by Saleshouses - North 78
1. Market Overview – Television Channels by Saleshouses - South 79
2. Media Profile – Television Coverage Total TV North – Total 12+ (2015) 60 50 40 30 20 10 0 80 Source : Audimetrie % instant reach
Coverage Total TV South – Total 12+ (2015) 2. Media Profile – Television 10 20 30 40 50 60 0 Source : Audimetrie 81 % instant reach
2. Media Profile – Television Daily Coverage & Viewing Time – Total 12+ (2015) North : total day (02h00-26h00) TOTAL EEN Canvas VTM 2BE Vier TV Coverage (%) Average viewing time 74,7 273 57,6 103 30,6 30 49,1 77 25,0 35 34,3 42 23,0 32 21,7 42 Vijf Vitaya Nickelodeon / Spike 4,0 23 2,6 19 9,7 26 2,8 21 VTM Discovery Disney Other Kzoom Channel Channel NL 32,5 36 South : total day (02h00-26h00) TOTAL LA 1 TV Coverage (%) Average viewing time 72,6 339 45,7 72 LA 2 RTL TVI 30,1 34 46,4 85 Club RTL 22,3 31 Plug BeTV AB3 RTL 22,0 25 2,4 22 21,1 48 Nickelodeon 4,6 38 Channel 3,3 33 Disney Other FR 60,2 142 82 Source : Audimetrie
2. Media Profile – Television Daily Average Time Viewing – Total 12+ (2015) North : total day (02h00-26h00) 0:15:00 0:30:00 0:45:00 1:00:00 1:15:00 1:30:00 00:59:32 00:37:54 00:14:36 00:09:23 00:09:10 00:08:59 00:07:26 00:05:39 00:03:41 00:02:33 00:00:54 00:00:35 00:00:29 00:11:46 83 Source : Audimetrie
2. Media Profile – Television Daily Average Time Viewing – Total 12+ (2015) South : total day (02h00-26h00) 00:15:00 00:30:00 00:45:00 01:00:00 01:15:00 01:30:00 01:25:29 00:39:31 00:33:05 00:10:11 00:10:09 00:07:06 00:05:30 00:01:48 00:01:46 00:01:04 00:00:31 84 Source : Audimetrie
2. Media Profile – Television Selectivity TV-channels – 2015 North : 12h00 – 24h00 4+ VTM 2BE Vier Vijf EEN Canvas Vitaya Nickelodeon 100 Gender 93 100 127 100 106 100 69 100 110 100 122 100 100 66 73 115 153 114 104 156 44 South : 12h00 – 24h00 Gender 4+ LA1 LA2 RTL-TVI CLUB RTL AB3 Plug RTL Nickelodeon 100 104 100 106 100 94 100 122 100 100 100 Disney Channel 100 86 89 51 48 123 122 63 59 21 24 39 48 67 62 359 381 25 32 44 41 50 81 63 85 49 67 71 82 42 39 31 23 21 17 21 57 57 65 53 25 20 39 87 Age 83 376 169 133 105 91 45 57 74 41 121 107 92 53 69 73 85 108 128 128 117 94 104 114 39 147 105 122 146 201 189 168 24 Social class M 15+ F 15+ 4-14 15-24 25-34 35-44 45-54 55+ 1 to 4 5 to 8 PRP 18-44 124 92 63 90 91 72 78 97 64 118 145 113 112 134 126 104 143 78 94 130 112 108 51 62 85 69 Age Social class M 15+ F 15+ 4-14 15-24 25-34 35-44 45-54 55+ 1 to 4 5 to 8 PRP 18-44 122 119 125 96 62 79 114 92 130 158 124 41 136 172 88 126 118 134 141 142 130 89 27 40 203 175 140 142 90 69 24 17 95 90 69 69 58 83 62 94 105 110 129 130 140 116 136 105 Source : Audimetrie 56 74 99 88 146 177 125 87 85
2. Media Profile – Television Coverage TV-channels North – Total 12+ (2015) 10 12 14 16 18 20 0 2 4 6 8 EEN VTM Vijf Canvas 2BE Vitaya Ketnet Op 12 Vier Nickelodeon/ Spike 86 Source : Audimetrie % instant reach 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
2. Media Profile – Television Coverage TV-channels South – Total 12+ (2015) 10 12 14 16 18 20 0 2 4 6 8 LA1 Club RTL Be 1 LA2 Plug RTL Nickelodeon + MTV RTL-TVI AB3 Other FR * Overflow of France is very important in day time & late peak time : programs on Belgian channels are weaker. Source : Audimetrie 87 * % instant reach 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
2. Media Profile – Television Profile TV-channels North – Total 4+ (2015) (02:00:00 – 25:59:59) YOUNG DISNEY CARTOON KZOOM MTV NL STUDIO 100 NICK JR TMF/COMEDY CENTRAL XITE VIER TLC VIJF FEMALE VITAYA EEN OlderSC& Female'! &! OLD 88 VTM 2BE ACHT NJAM! CANVAS MALE DISCOVERY FOXLIFE/FOX NICK NL/SPIKE KADET Younger & Male T 4-34 index
2. Media Profile – Television Profile TV-channels South – Total 4+ (2015) (02:00:00 – 25:59:59) YOUNG NICKELODEON FR MTV FR Younger & Male CARTOON NETWORK(FR) PLUG RTL AB3 RTL-TVI CLUB RTL NAT GEO FR FEMALE LA DEUX LA UNE CANAL Z MALE Older & Female OLD Male Index 89 T 4-34 index
2. 2. Media Profile – Television Media Profile – Television Seasonality TV Audience – Total 12+ (2015) Monthly Evolution : 12h00 – 24h00 10 15 20 25 30 35 0 5 North 90 South Source : Audimetrie % OGB/AIP Jan. Feb. Mar. Apr. May June July August Sept. Oct. Nov. Dec.
3. Market Shares – Television Audience Shares TV-channels – Total 12+ (2015) North : 17h00 – 23h00 NICK JR 0,2% DISNEY CH 0,2% NICKELODEON/ SPIKE 0,3% ACHT 0,4% NATIONAL GEOGRAPHIC 0,5% KETNET OP 12 0,5% DISCOVERY CH 0,8% VITAYA 3,4% VIJF 4,0% Other Channels: NL Speaking 4,9% CANVAS 5,1% 2BE 5,2% VIER 8,1% VTM 21,6% BE 1 0,3% DISNEY CH 0,3% NICKELODEON 0,5% PLUG RTL 2,9% NJAM! 0,2% VTMKZOOM 0,1% Others 12,7% Others 17,3% RTL TVI 20,4% South : 17h00 – 23h00 EEN 31,9% Other Channels: FR Speaking 31,0% LA UNE 14,9% LA DEUX 4,8% AB3 3,6% CLUB RTL 4,1% Source : Audimetrie 91
4. Advertising Investments – Television Evolution 1998 – 2015 In Million Euros 200 400 600 800 1000 1200 1400 1600 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 1577,5 1414,3 1246,8 1204,8 1161,2 1071,2 945,3 864,6 783,7 655,6 690,8 810 1003,6 981,5 1453,9 1446,3 1459,7 1450,3 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 92 42.8% 41.3% 43.3% 46.3% 44.7% 44.2% 43.7% 41.1% 37.4% 37.4% 38.1% 39.3% 40.8% 40.8% 40.1% 39.4% 38,6% 41,2% Source : MediaMark / CIM MDB / MediaXim (incl. sponsoring TV) 4. Advertising Investments – Television SHR % of total media
4. Advertising Investments – Television Top Advertiser Groups Television : 2015 Top 10 PROCTER & GAMBLE BENELUX UNILEVER RECKITT & BENCKISER COCA-COLA COMPANY L’OREAL GROUP DANONE GROUP NESTLE GROUP MEDIALAAN BEIERSDORF RENAULT-NISSAN ALLIANCE 1000 95 819 73 933 69 681 39 557 34 709 30 993 28 072 25 890 22 120 20 732 Source : MediaXim (incl. sponsoring TV) 93
4. Advertising Investments – Television Investment Shares TV-channels (2015) TV North : 1066,03 million (68%) Vijf 7,0% Vier 17,9% VTM / VTM Kzoom 42,2% Kanaal Z 0,1% Vitaya 5,7% Comedy Central 0,2% Jim TV 0,7% 94 MTV 0,5% 2BE 10,2% EEN 5,5% Disney Channel NICKELODEON 0,8% / SPIKE 1,2% Acht 1,5% Canvas-Ketnet 0,5% RTL TVI 50,9% Others 6,0% Disney Channel 0,8% Plug RTL 5,4% Club RTL 9,0% Nickelodeon 1,6% TV South : 511.44 million (32%) Canal Z 0,1% Others 0,9% La Une 18,8% La Deux 6,1% AB3 5,8% Be1 0,1% MTV 0,6% Source : MediaXim (incl. sponsoring TV)
5. Media Cost – Television Main Buying Conditions 2016 Commercial policies – By main saleshouses : Medialaan, SBS, RTVM, Média 13, IP, RMB, VAR TV, Concentra – Several buying stipulations – Commercial possibilities : airtime, sponsoring, 2nd screen (ic connect),… Main legal stipulations – Price citation allowed on all channels (not for billboarding) – Diverse restrictions on kids advertising on RTBF (no more 5 minutes rule since March 2007) – Alcohol beverages : no restrictions in the North - alcohol +20° forbidden at RTBF Duration index Sales 5'' Houses Medialaan SBS RMB IP 50 40 35 35 50 50 50 50 70 70 70 70 85 85 85 85 95 95 95 95 100 115 130 145 160 170 180 100 115 130 145 160 170 180 100 115 130 145 160 170 180 100 115 135 150 165 185 200 95 10'' 15'' 20'' 25'' 30'' 35'' 40'' 45'' 50'' 55'' 60''
5. Media Cost – Television Main Buying Stipulations 2016 – Medialaan Channels Commitment Rebates Premiums Free space Surcharges VTM, 2BE, Vitaya (& JIM) Volume bonus (incremental level) : 2% to 15% free space Entertainment discount : -15% (Music, Film and Game sector) Packages : Regional Advertising, Swing pakket New product : 15% to 20% Welcome Bonus: 15% Formula B&R: Prime for construction / renovation and inside Preferential position : +20% Brand quotation : +15% (1 or 2)/ +20% (3 and+) Argued quotation : +20% (1), +40% (2 and +) Gamma - Spots : +15% (1), +25% (2), 30% (3 and +) Co-branding : min 50% Single Spot (VTM): + 30% (min 20s and max 45s) Spot countdown (VTM): + 20% (min 20s and max 60s) 96
Main Buying Stipulations 2016 – SBS 5. Media Cost – Television Channels Commitment Premiums Free space Vier en Vijf Volume bonus incremental level : 2% to 13% free space (min. 35% SOI) Welcome back premier : 15% New advertiser : 20% New product : 10% to 15% Duo advertising break : + 0% Car bonus : VIER 5% - VIJF 10% Confraternal premium : 17,65% free space Collective campaigns, general interest : 30% free space Product of the year: free tag on (5s) Charity campaigns : 100% free space Surcharges Preferential position : +20% Brand quotation : +15% (1), +20% (2), +30% (3) Argued quotation : 20% (1), 40% (2) Co-branding : +50% 97
5. Media Cost – Television Main Buying Stipulations 2016 – IP Chl Channels Commitment Rebates RTL TVI Clb RTL Pl RTL RTL TVI, Club RTL, Plug RTL ( min . budget : 25 000 ) Volume bonus (incremental level) : 2,5% to 22,8% General interest : 30% Charity campaigns : 30% Building offer (from 01/02 to 31/03 and from 15/10 to 31/11) : 30% to 50% Regional retailers : contact IP / Mediabrands Movie : 30% Amusement Parks : 15% during July / August Discover : 10% for new programmes Best Deal: sponsoring last minute -50% Packages Opti short time & Opti kidz Give me five pack "Opti first step"+"Opti night shots", "opti radio contact vision" "opti Plug", "opti Flash" Premiums Free space Welcome bonus : 15 % to 30 % - limited 75 . 000 Welcome in the south (+15%) if absent for 3 years Toys bonus : 30% (Kidz RTL) DVD bonus: 15% Car show room (01/01 - 31/01) : free tag on (max 5s) Open Door' (car sector)- bonus : free tag on (max 5s) Plug RTL bonus : 5% to 15% Welcome back bonus : 7 , 5 % to 15 % - limited 37 . 500 Travel Bonus : 15% Surcharges Weather forecast reminder : 15% Preferential position : +10% to +15% Program reminder : 15% Argued quotation : +15% Non-argued quotation : +10% (1) and +20% (2 to 4) Argued Web quotation : +5% Non-Argued Web quotation : 0% Countdown break : +15% Interactive spot : +10% 98 Gammaspot/ Spot Gamme : 20% Sector exclusivity : +15% Co-branding : +20% to +30%
5. Media Cost – Television Channels Premium Main Buying Stipulations 2016 – RMB La Une, La Deux, BeTV (AB3, La Trois, Voo Foot) Welcome bonus : +20% La1, La 2; +30% BeTV; +20% to 30% AB3 Car Fair bonus (01/01-31/01) : 5% Open Door (car)-bonus: 5% New product bonus : 10% La 1, La 2; AB3 +20% Packages Vollenback, C/ GRP Garantis, Family box, package BeTV Volume bonus : +1% to 7,5% La 1, La 2, BeTV Volume bonus : +1% to 10% AB3 Growth bonus : +0,75% to 4,5% La 1, La 2, BeTV Growth bonus : +1% to 27% AB3 Loyalty bonus : +1,5% La 1, La 2, BeTV Loyalty bonus : +2% AB3 Rebates Movie : -30% La 1, La 2, AB3; -15% BeTV General interest : -30% to -50% Product of the year = tag on 5 sec FREE DVD : -15% Surcharges Split broadcasting : sum of 2 duration indexes - 10% Preferential position : +10% Secto exclusivity : +10% Non-argued quotation : +15% (1), +30% (2-4 max) URL argued quotation : +15% URL quotation : 0% Co-branding : +20% to +30% 99
5. Media Cost – Television Tariff Structure Main TV Channels (in ) - North Medialaan : Base – 2015 – PRP 18-54 DAY PARTS 12:00 - 13:59 14:00 - 16:59 17:00 - 18:54 18:55 - 22:59 23:00 - 25:59 1.105 730 2.186 9.840 1.723 VTM 1,3% 2,5% 7,7% 1,9% 694 586 893 50 98 2BE 556 1.286 887 2.433 855 SBS : Base – 2015 – PRP 18-54 DAY PARTS 12:00 - 13:59 14:00 - 16:59 17:00 - 18:54 18:55 - 22:59 23:00 - 25:59 100 128 320 880 Vier 3.827 1.325 0,5% 1,0% 3,0% 1,2% 500 670 868 97 173 443 1.272 1.070 1.465 711 Vijf Price 30" OGB/AIP C/GRP Price 30" OGB/AIP C/GRP 0,3% 0,2% 0,3% 0,6% 1,5% 0,9% 494 577 743 983 793 Source : Audimetrie 0,1% 0,2% 0,6% 1,9% 1,2% 447 647 866 1.265 695 573 673 799 914 498 Vitaya Price 30" OGB/AIP C/GRP Price 30" OGB/AIP C/GRP Price 30" OGB/AIP C/GRP 1,6% 0,6% 0,7% 0,9% 0,9% 0,5% 982 942 901 1.031 1.014
5. Media Cost – Television DAY PARTS 12:00 - 13:59 14:00 - 16:59 17:00 - 18:54 18:55 - 22:59 23:00 - 25:59 Tariff Structure Main TV Channels (in ) - South IP : Base – 2015 – PRP 18-54 RTL-TVI Club RTL 1.331 816 2.069 7.022 1.473 2,3% 3,7% 8,3% 2,1% 532 359 554 844 695 140 164 456 1.215 554 0,5% 0,4% 0,8% 1,5% 0,7% 310 429 609 836 783 273 355 524 906 375 Plug RTL Price 30" OGB/AIP C/GRP Price 30" OGB/AIP C/GRP Price 30" OGB/AIP C/GRP 2,5% 0,4% 0,6% 1,0% 1,4% 0,7% 737 626 544 644 541 DAY PARTS 12:00 - 13:59 14:00 - 16:59 17:00 - 18:54 18:55 - 22:59 23:00 - 25:59 RMB : Base – 2015 – PRP 18-54 La Une 935 390 684 3.658 356 1,3% 1,5% 4,5% 0,8% 457 295 453 812 451 155 241 547 919 192 La Deux AB3 Price 30" OGB/AIP C/GRP Price 30" OGB/AIP C/GRP Price 30" OGB/AIP C/GRP 2,1% 0,5% 0,7% 1,1% 1,3% 0,4% 329 362 510 721 525 217 631 689 1.272 620 0,7% 1,3% 1,2% 1,8% 1,1% 295 472 577 728 589 Source : Audimetrie 101
Evolution Cost/GRP (in ) – Total 15+ (2006 – 2016) 5. Media Cost – Television 200 400 600 800 1000 1200 1400 1600 0 North 102 South Source : Audimetrie 1/06 3 5 7 9 11 1/07 3 5 7 9 11 1/08 3 5 7 9 11 1/09 3 5 7 9 11 1/10 3 5 7 9 11 1/11 3 5 7 9 11 1/12 3 5 7 9 11 1/13 3 5 7 9 11 1/14 3 5 7 9 11 1/15 3 5 7 9 11 1/16 3
1. Market Overview - IDTV Main Characteristics IDTV (Interactive Digital TV) Perfect sound and image (DVD quality) – Digital compression (no loss during transmission) – Not to confuse with High Definition Televison – Also available on Mobile trough app-based TV Less bandwidth for the same amount of data – Analogical: +/- 50 channels – Digital: 8 to 12 time more channels (but also Video On Demand, Gaming applications, …) Interactivity – Digital identified applications (Electronic Program Guide, Personal Video Recorder, Choice of subtitles and language) • Standardized – 2nd screens (PC, Tablet or Mobile) advanced applications ie RTL Connect • Not Standardized 103
1. Market Overview - IDTV Evolution of Devices Penetration Digital TV Teledistribution 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 89% 85% Tablets Smartphone TableZe 3G 66% 55% 36% 29% 15% 7% 4% 9% 104 Source : CIM Radio (2015-2) % Total PopulaLon
1. Market Overview - IDTV Evolution of IDTV Penetration 0 1 2 3 4 5 6 7 8 9 8.154.364 ind. TELENET Proximus TV VOO Others population 85% Tot 15% 36% 2.625.859 ind. 29% Tot populaLon 11% 33% 46% 44% Source : CIM Radio (2015-2) 105 Millions
1. Market Overview - IDTV IDTV action ever done - Total 12+ Consult guide TV Programs on digital television Watch a personnal recording of a program Movie for payment (video on demand) Search other informaYons on digital television Programs of TV channel a5er broadcasYng for payment Programs of TV channel in preview for payment Games/compeYYon/vote/request for info on digital television 106 21,2% 19,5% 12,2% 7,4% Source : CIM TGM 2015 36,5% 81,8% 74,3%
1. Market Overview - IDTV Live+7 : the new currency Channels that are viewed with a timeshift (due to the use of a digital set top box), are measured in the classic audimetric panel sinds January 2010. VOD (Video on Demand) & interactive content are not measured today. Live TV = currency until end of 2009 – “Viewed while broadcasted” = “Total TV” (Analog or digital, Terrestrial, cable, satellite, IPTV) – Not included: “Other Screen Usage Live+6 = new currency as from 08/01/2010 – Live + Time Shifted Viewing (TSV) up till 6 days after broadcast Live+6+guests = new currency as from 01/09/2012 Live+7 = new currency as from 01/01/2016 – Live + Time Shifted Viewing (TSV) up till 7 days after broadcast VOSDAL = time shifted Viewing On Same Day As Live (after 30sec.) 107
2. Time shifted viewing - IDTV Average Daily viewing time PRP 18-54 – North Direct vs. Delayed 03:00:00 00:15 00:06 00:09 02:00:00 Delayed Direct 02:29 01:00:00 02:23 02:26 02:26 02:30 02:21 00:11 00:13 00:18 108 00:00:00 2010 2011 2012 2013 2014 2015
2. Time shifted viewing - IDTV Average Daily viewing time PRP 18-54 – South Direct vs. Delayed 04:00:00 00:03 00:10 03:00:00 00:06 00:11 00:15 00:13 02:00:00 Delayed Direct 03:21 03:00 01:00:00 03:09 03:02 03:01 03:06 00:00:00 2010 2011 2012 2013 2014 2015 109
2. Time shifted viewing - IDTV Other Screen Usage Live+6 - South - PRP 18-54 0,0% 0,5% 1,0% 1,5% 2,0% 2,5% 3,0% 3,5% 4,0% 4,5% 110 0,15% 0,34% 0,42% 0,49% 2,53% 0,33% 0,19% 1,92% 1,78% 1,41% 1,38% 1,08% 0,59% 2011 0,75% 0,53% 2012 2013 2014 2015 2016_4 Source : Audimetrie 1,46% 2,07% 2,31% PLAY STATIONS SETTOP BOXES VCR+DVD
2. Time shifted viewing - IDTV Other Screen Usage Live+6 - North - PRP 18-54 3,0% 0,25% 2,5% 0,21% 2,0% 0,22% 1,63% 1,5% 0,22% 0,15% 1,0% 1,05% 0,90% 0,75% 0,5% 0,75% 0,57% 0,32% 0,0% 2011 2012 2013 2014 2015 2016_4 Source : Audimetrie 111 0,35% 0,38% 0,87% 1,14% 0,17% 1,55% PLAY STATIONS SETTOP BOXES VCR+DVD
1. Market Overview – Cinema Main Characteristics Cinema Particular features – Wide offer of very modern multi-screen complexes – Segmentation of market in 7 Ciné Parcs or Ciné-Duos – One sales agent : Brightfish (ex-Screenvision) Advantages – High selectivity on younger people & higher social classes – High reproduction quality – Very good addition to TV-campaigns for certain target groups Evolution – Diversification in the cinema offer : sponsoring packages – Segmentation : possibility to buy kids movies only (Family Pack) or Art House movies (Art Pack) – Campaign balance reporting – Packages : ‘Pack 12 Flex’ – Evolutions in the theatres (Kinepolis): Laser Ultra, Dolby Atmos & Barco Escape 113
1. Market Overview – Cinema Offer Cinema Theatres (2016) Ciné Parcs Number of theatres Ciné Parc 5 MC* Localities North Localities South Total 194 147 84 425 % of total 46% 34% 20% 100% % of visits/week 2008* 53% 30% 17% 100% Overview offer theatres – 7 Ciné Parcs (5 main centers*, localities North, localities South) – 423 screens – Importance of multi-screen cinema complexes – 21.3 million visits in 2015 (source FCB & Kinepolis – Estimation) * last available data 114 Source : Brightfish
1. Market Overview – Cinema Offer Multi-Screen Complexes (2016) City Bruxelles Antwerpen Antwerpen Liège Bruxelles Charleroi Mons Louvain-la-Neuve Hasselt Bruxelles Gent Mechelen Jambes Maasmechelen Braine-L'Alleud Genk Kortrijk Tournai Brugge Lanaken Oostende Sint-Niklaas Turnhout Namur Verviers Multiplexes Kinepolis Kinepolis UGC Antwerpen Kinepolis UGC Toison D'Or Cinepointcom Imagix Cinescope Kinepolis UGC De Brouckere Kinepolis Utopolis Acinapolis Euroscoop Kinepolis Imagibraine Euroscoop Kinepolis Imagix Kinepolis Euroscoop Kinepolis Siniscoop Utopolis Eldorado Cinepointcom Total : Number of screens 24 24 17 16 14 14 14 13 13 12 12 12 12 11 10 10 10 10 8 8 8 8 8 8 8 304 screens Source : Brightfish 115
1. Market Overview – Cinema Evolution Yearly Visits : 1999 – 2015 10 15 20 25 30 0 5 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009* 2010* 2011* 2012* 2013* 2014* 2015** Evolution cinema visits 1999-2015: - 2,7% 116 *estimation mediasalles.it ** estimation Federation des Cinémas de Belgique & Kinepolis 23,6 24,0 24,4 21,9 22,7 24,1 22,1 23,9 22,7 21,9 21,3 21,3 22,3 20,8 21,0 21,1 21,3 number of visitors (in mio)
Media Mapping : Heavy - Medium - Light Users 2. Media Profile – Cinema 75 Young & upscale 70 65 H Cinema M Cinema 60 L Cinema 55 50 Average pop. 12+ 45 35+ & Downscale 40 0 10 20 30 40 % Less tahn 35 years Source : CIM TGM 2015 117 50 60 70 80 Average pop. 12+ % Social groups 1 to 4
2. Media Profile – Cinema Evolution Weekly Reach - Total 15+ 5,0 5,5 6,0 6,5 7,0 7,5 8,0 7,4 6,5 6,2 6,1 6,0 6,1 5,8 5,8 5,7 5,6 5,8 5,6 5,4 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 6,0 6,0 6,6 118 Source : CIM 2015 coverage %
2. Media Profile – Cinema Accumulation Coverage Cinema – by Target 10 20 30 40 50 60 70 0 1 3 6 9 number of weeks present Source : CIM 2015 119 12 12-24 SC 1-3 12-34 12+ coverage %
3. Market Shares – Cinema Market Shares of Multi-Screen Complexes 7 Ciné Parcs Brussels Antwerpen Gent Charleroi Liège Total Loc. N Total Loc. S Total Belgium 91% 55% 100% 76% 67% 60% 72% 89% 98% 87% 99% 80% 72% 76% Share of theatres 2016 Share of visitors 2008 79% 83% Importance multi-screen complexes (8 screens +) – 73% of cinema theatres is located in complexes – Complexes host 83% of all cinema visits – Market share of complexes is highest in 5 MC 120 S ource : Brightfish
3. Market Shares – Cinema Market Shares of Cinema Groups Number of screens (2015) Kinepolis Group 31% Share of 3D movies (average 12 past months) 3D movies 6% Others 52% UGC Group 10% Cinepointcom Group 7% "Live action" movies 94% Source : Brightfish 121
4. Advertising Investments – Cinema Evolution 1998 – 2015 In Million Euros 10 15 20 25 30 35 40 0 5 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 37,7 37,8 37,5 32,9 30,9 27,7 24,9 25,1 22,5 22,9 25,3 25,0 28,8 29,7 26,0 26,8 24,6 25,7 SHR % of total media 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 122 Source : MediaMark / CIM MDB / MediaXim 1.5% 1.5% 1.4% 1.6% 1.2% 1.2% 1.1% 1.2% 1.0% 0.8% 0.9% 0.8% 0.7% 0.9% 0.9% 1.0% 1.0% 1.0%
4. Advertising Investments – Cinema Top Advertiser Groups Cinema : 2015 Top 10 COCA-COLA COMPANY CINEVOX UNILEVER BNP-PARIBAS D’IETEREN GROUP SCOTCH&SODA MEDIALAAN JEY IMPORT FRISDRANKEN CLT-UFA ANHEUSER BUSCH INBEV 1000 6 357 4 809 1 268 1 080 933 902 770 702 655 609 123 Source : MediaXim
5. Media Cost – Cinema Main Buying Conditions 2016 Cinema advertising is sold by geographic selection / packages – « package » = Ciné Parc (7 in total) – possible combination of several Ciné Parcs – National Pack : 5 main cities : -10% - Localities : -25% – projection of the spot during one week (every day, every show) Other packages : – ‘Pack 12 Flex’ : -30% if present during 12 weeks in Full Tempo – CineBumper : opportunity to exclusively sponsor a cinema show – 3D Pack: a 3D spot before the 3D movies – Family Pack: your spot before the family movies – Art Pack: your spot before a selection of art house films – Jingle Takeover: pimp our brightfish jingle at the end of the commercials 124 – Opera Pack – Field Activation – More info: http://brightfish.be/fr/products-fr
5. Media Cost – Cinema Main Buying Conditions 2016 Tariff and technical requirements : – standard spot duration : 30 sec – tariff basis : 30 sec/week – seasonal tariff indexes – required material : Full HD Dolby 5.1 Rhythm of campaign – 2 main different « Tempos » : Full Tempo and Half Tempo 125
5. Media Cost – Cinema Main Buying Stipulations 2016 Main reductions & bonuses – New advertiser : 10% bonus at the end of the 1st campaign – No commercial advertising: -30% Extra charges – Preferential position : +15% (3rd or last part of reel) or 20% (last position) – Duo spots : +20% on the second spot – Sponsor quotation : +15% for 1st quotation, +30% for 2 and more quotations – Co-branding : 2 products of same advertiser: +20%, 2 different advertisers: +40% Weeks 126 Seasonal cost index 2016* 1 2-6 7 120 80 100 8-12 13-15 16-21 22-26 27-42 43-53 80 120 100 80 100 120 *Cinema week 1 2016 begins Wednesday 30 December 2015= different from the regular calendar.
5. Media Cost – Cinema Rhythm of Campaign : « Tempos » Flexible action period – Possibility to adapt campaign pressure – 2 different « Tempos » – ‘Full Tempo’ : 4 consecutive weeks in Total Ciné Parc – ‘Half Tempo’ : 8 consecutive weeks in alternating half Ciné Parc Semaines Weken FULL TEMPO HALF TEMPO Demi-parc 1 Half park 2 Demi-parc 1 Half park 2 1 x x x - 2 x x - x 3 x x x - 4 x x - x x - - x x - x 5 6 7 8 9 10 11 12 13 14 15 127
5. Media Cost – Cinema Tariff structure - Average Rate Cards (in ) – 2016 Tariff Number of Ciné Parc Ciné Parc Brussels Ciné Parc Antwerpen Ciné Parc Gent Ciné Parc Charleroi Ciné Parc Liège Total Ciné Parc 5 MC Ciné Parc Dutch-speaking Localities Ciné Parc French-speaking Localities Ciné Parc North + UGC De Brouckère + Kinepolis Brussels Ciné Parc South + Brussels Ciné Parc National (Total) Duration index 15’’ 20’’ 25’’ 30’’ 35’’ 40’’ 45’’ 50’’ 55’’ 60’’ 65” 70” 75” 80” 85” 90” 70 128 85 95 100 115 130 145 160 170 180 190 200 210 220 230 240 Source : Brightfish theatres 92 45 22 14 21 194 143 86 246 215 423 30sec/week (in ) 12.140 6.460 2.900 1.900 2.810 26.210 13.300 7.180 28.190 24.030 38.950
5. Media Cost – Cinema Evolution mediacost (C/000) 10 20 30 40 50 60 70 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 *Cost K: price of a national cinema campaign Source : Brightfish 129 56,9 48,9 50,5 52,3 51,9 51,4 50,8 53,0 59,5 31,0 31,5 31,5 32,5 33,5 36,0 36,8 Cost K 39,0 39,0 C/000
1. Market Overview - Radio Main Characteristics Radio Particular features – High national daily coverage : +/- 75% – Two very different radiomarkets : North & South Advantages – High coverage, fast coverage building – Omnipresent medium, 24h/24h – Low production cost – Promotional force Evolution – Radio is still the third medium in terms of media investments 131
1. Market Overview - Radio Radio equipment penetration How many radios do you own (or your household) ? No radios 12,3 Three or more radios 37,0 One radio 26,2 Two radios 24,5 132 Source : CIM TGM 2015
2. Media Profile - Radio Mapping Main Radio Stations – North 75 Young & upscale Klara 70 Radio 1 65 60 55 Q-music 50 Joe FM TopRadio 45 40 Radio 2 35 30 35+ & Downscale 25 5 15 25 35 45 % less than 35 years Source : CIM Radio Wave 2015-1+2+3 55 65 75 85 133 MNM Average pop. 12+ Studio Brussel % Social groups 1 to 4 Average pop. 12+
2. Media Profile - Radio Mapping Main Radio Stations – South 80 Young & upscale 75 Musiq'3 70 La Première Pure FM 65 Classic 21 60 55 NRJ Average pop. 12+ 50 VivaCité Contact FR Fun Radio 45 35+ & Downscale 40 5 134 15 25 35 45 % less than 35 years Source : CIM Radio Wave 2015-1+2+3 55 65 75 85 Nostalgie FR Bel RTL % Social groups 1 to 4 Average pop. 12+
2. Media Profile - Radio Selectivity Main Radio Stations (2015) Gender y Joe FM Q-music Radio 1 Radio 2 MNM Studio Brussel TopRadio Bel RTL Fun Radio La Premiere NRJ Contact FR Nostalgie Classic 21 Pure FM VivaCite 100 102 100 93 100 112 100 90 100 111 100 127 100 148 100 95 100 134 100 109 100 100 98 99 100 102 100 133 100 119 100 100 98 44 58 107 88 109 89 74 54 104 69 91 102 101 99 70 83 100 105 28 8 116 83 166 25 211 12 224 87 24 34 67 27 168 52 16 163 209 274 46 238 54 134 128 61 67 123 44 ( Age 156 87 32 164 190 124 86 77 60 99 154 105 116 235 71 201 130 135 76 71 34 ) 18-54 12+ M12+ F12+ 12-24 25-34 35-44 45-54 55+ SC 1-4 158 139 120 58 128 44 90 81 122 153 168 109 118 141 215 23 19 12 162 11 196 24 57 133 112 37 174 109 122 117 34 137 193 129 70 112 79 109 109 80 119 177 73 135 Source : CIM Radio Wave 2015-1+2+3
2. Media Profile - Radio Daily Coverage & Listening Time – 12+ (2015) DAILY REACH in % NORTH TOTAL RADIO Radio 1 Radio 2 Studio Brussel MNM Klara Q-music Joe FM TopRadio SOUTH TOTAL RADIO La Première VivaCité Classic 21 Pure FM Musiq'3 Bel RTL Contact FR Nostalgie NRJ 136 Fun Radio MO-SU 06h-22h CIM RADIO WAVE 2015-1+2+3 77,5 11,5 23,2 12,8 11,5 2,8 14,9 7,4 1,3 CIM RADIO WAVE 2015-1+2+3 68,1 8,0 12,8 7,6 4,2 1,8 13,8 13,5 10,6 9,5 4,1 MO-SU 06h-22h CIM RADIO WAVE 2015-1+2+3 266 147 261 204 180 142 183 219 143 CIM RADIO WAVE 2015-1+2+3 202 117 157 178 120 120 144 154 151 96 104 AVERAGE LISTENING TIME in minutes
2. Media Profile - Radio Coverage Main Radio Stations North – 12+ (2015) North : CIM Radio Wave 2015-1+2+3 (Monday – Friday) 10 12 14 0 2 4 6 8 Radio 1 Radio 2 Studio Brussel MNM Q-music Joe FM TopRadio 137 % instant reach 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00
2. Media Profile - Radio Coverage Main Radio Stations South – 12+ (2015) South : CIM Radio Wave 2015-1+2+3 (Monday – Friday) 0 1 2 3 4 5 6 7 8 La Premiere Contact FR 138 VivaCite Nostalgie Classic 21 Fun Radio Pure FM NRJ Bel RTL % instant reach 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00
3. Market Shares - Radio Market Shares Main Radio Stations – 12+ (2015) North : 06h00 – 22h00 South : 06h00 – 22h00 Other, 15,6 TopRadio, 0,9 Joe FM, 7,9 Q-music, 13,3 Klara, 1,9 Studio MNM, 10,1 Brussel, 12,7 Contact FR, 15,1 Radio 2, 29,4 Nostalgie FR, 11,7 Classic 21, 9,8 Pure FM, 3,7 Musiq'3, 1,5 Bel RTL, 14,4 Radio 1, 8,2 3,1 Other, 12,6 NRJ, 6,6 Fun Radio, La Première, 6,8 VivaCité, 14,7 139 Source : CIM Radio Wave 2015-1+2+3
4. Advertising Investments - Radio 100 150 200 250 300 350 400 450 500 550 50 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 MDB for radio includes sponsoring. Evolution 1998 – 2015 In Million Euros 465,2 444,2 398,9 375,5 377,2 357,7 327 289,6 252,6 228,7 202,4 208,1 186,8 156,1 134 522,0 513,8 484,7 SHR % of total media 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 140 8.8% 9.3% 10.3% 11.6% 10.8% 10.7% 11.0% 12.1% 11.4% 12.1% 11.9% 11.3% 11.5% 12.5% 12.9% 13.1% 13,9% 13,4% Source : MediaMark / CIM MDB / MediaXim
4. Advertising Investments - Radio Top Advertiser Groups Radio : 2015 Top 10 D’IETEREN GROUP PSA PEUGEOT CITROEN CARREFOUR GROUP COLRUYT GROUP CLT-UFA DE PERSGROEP ING GROEP FRANCE TELECOM PROXIMUS GROUP RTBF 1000 15 744 11 931 9 448 7 889 7 282 7 097 6 799 6 734 6 525 6 299 141
5. Media Cost - Radio Main Buying Conditions 2016 Commercial policies – By main saleshouses : VAR, RMB, IP, MEDIALAAN – National, network & local buying formulas – Packages of national channels or networks Main legal stipulations – Price citation allowed on all stations – Prescriptible medicines ad forbidden – Alcohol +20° ad forbidden at RTBF Duration index Sales Houses VAR RMB IP Medialaan 142 50 60 60 50 70 70 70 70 80 80 80 80 95 95 95 95 100 115 130 145 160 170 180 100 115 130 145 160 170 180 100 115 130 145 160 170 180 100 115 130 145 160 170 180 10'' 15'' 20'' 25'' 30'' 35'' 40'' 45'' 50'' 55'' 60''
5. Media Cost - Radio Main Buying Stipulations – VAR / RMB VAR Radio Stations Advertising/ Buying formulas Radio 1, Radio 2, Klara, MNM, Studio Brussel SuperSelexy 10%, SS Business 5% Jobspots - Nightspots - Boost Traffic/Night/Daypart - Hi Performance Regional : "Proxispots" on radio 2 Minimal investment 2 500 Sector discounts * Non-commercial advertising/government : -20% all day or -30% (off peak) * Charity campaigns : - 50% off peak * Media, publishers, music and film, fairs, education : -15% (all day) * FMCG : 20% Supplements Welcome bonus Welcome back Other discounts * Cultural org. : -20% (all day) or -30% (off peak) * 2 spots in one block : cumul of indices + 5% * More than 1 advertiser in 1 spot : +15% * Preferential position : +20% * Co-Branding : +25% Investment gross > 21 250 : - 15 % Investment gross > 42 500 : - 20 % Max . rebate : 12 750 Investment > 21 250 = -10% Investment > 42 500 = -15% * Contact VAR * Summer spots : up to 100% (free space) * Top topical : -50% unpredictable (max 3 days) RTBF, NRJ, DH Radio : + 15% free space * Contact RMB * Summer spots : +25% free space * Top topical : predictable : -25% unpredictable: -50% 143 National - à la carte Packages of 2 or more stations "Synchro" Regional : Vivacité - NRJ - Classic 21 Mégahertz - Traffic & Weather Heavies 2 000 * Non-commercial advertising : -30% * Charity campaigns : -50% * Media, publishers, music and film, fairs, education : -15% * FMCG : 10% (free space) * Cultural org. : -15% * 2 spots in one block : cumul of indices * More than 1 advertiser in 1 spot : +15% * Preferential position : +25% * Co-Branding : +25% RTBF, NRJ, DH Radio : + 15% free space RMB La Première , Vivacité , Classic 21 Pure FM, Musiq 3, NRJ, DH Radio
5. Media Cost - Radio Main Buying Stipulations – IP / Medialaan IP Medialaan Radio Stations Advertising/ Buying formulas Minimal investment Sector discounts Contact-group, Nostalgie, BEL RTL, Fun Radio, Q-Music, JOE other private cable & local stations National (complete network) Packages of 2 or more networks : "Fmix" - "Big HF" - Traffic & Weather Heavies 20 spots per radio * Cultural org. : -15% Supplements * Top topical (>20spots): -25% (max. 3 days) * 2 spots in one block : +10% on longer spotlength * More than 1 advertiser in 1 spot : +15% * Preferential position : +20% * Co-branding : +25% Quantum discount Welcome bonus Welcome back Other discounts no discount 30 000 - 60 000 = -10% > 60.000 = -15% Limited to 15 900 30 000 - 60 000 = - 5% > 60 000 = - 10% * Contact IP * Summer discount : -20% (July/August) - First time summer: -50% > 35K on fmix + Nosta vlaanderen National (complete network) "MaxiMix" : -10% (80% on Q-music & 20% on JOE) "HF 00/20/40" - "AM Peak" - DayTime-NightTime Heavies n.a. * Non-commercial advertising : -30% (off peak) * Non-commercial advertising : -20% * FMCG : 10% * Charity campaigns : -50% * Media, publishers, music and film distribution, fairs, education : -15% * 2 spots in one block : cumul of indices * More than 1 advertiser (max 3) in 1 spot : +15% * Preferential position : +20% * Co-branding : +25% no discount 15% rebate if first experience in radio (20 first days) 10% rebate if first experience on Q & Joe (20 first days) 5% rebate * Contact Medialaan * Recrutement : 15% * Top topical : predictable : -25%/ unpredictable: -50% * Sales : -15% * Summer discount : 35% up to 100% free space 144
5. Media Cost - Radio Tariff structure - Average Rate Cards (in ) North : 1st semester 2016 (30”) Monday - Friday NORTH Radio 1 Radio 2 Studio Brussel MNM Q-music Joe FM TopRadio Nostalgie 6:30-9:00 1 752 982 1 499 828 1 780 509 129 440 9:01-20:00 556 703 1 087 634 1 047 456 104 367 Based on ratecard : R2016_01_18 (AdWare) 145 20:01-22:00 120 125 84 157 75 32 34 Saturday - Sunday 6:30-9:00 445 472 434 237 354 145 25 137 9:01-20:00 239 476 636 352 581 243 68 254 20:01-22:00 105 68 96 62 18 34
5. Media Cost - Radio Tariff structure - Average Rate Cards (in ) South : 1st semester 2016 (30”) Monday - Friday SOUTH La Premiere VivaCite Classic 21 Pure FM Bel RTL Contact FR Nostalgie Fun Radio NRJ DH Radio 146 1 874 2 017 748 345 746 23 Based on ratecard : R2016_01_18 (AdWare) 152 298 314 151 365 870 419 218 351 19 20 43 51 29 31 74 33 248 450 186 84 125 104 5 273 310 181 59 124 10 101 195 240 110 307 470 323 159 220 15 Saturday - Sunday 6:30-9:00 9:01-20:00 20:01-22:00 6:30-9:00 9:01-20:00 20:01-22:00 1 073 1 492 876 282 18 33 28 25 29 25 92 66 5
1. Market Overview - Digital Main Characteristics Internet Particular features – The one and only international (World Wide) media (by definition) – Branding, engagement, user generated content and ROI – Always on and everywhere Advantages – Ultra high contextual selectivity – High potential target (young – active – upper class - trendsetter) – Large creative experience (rich media) – Near to one-to-one marketing, abilities to develop CRM-programs – Multiple tracking opportunities (ROI) Evolution – Towards a iGRP, Digital Video Advertising adds incremental reach to TV campaigns. Cross-media performance optimization is here! – Native advertising – Performance Marketing continues to grow, including advertising over Ad Exchange Networks – Automation of the buying even for the guaranteed placements 147
2. Media Profile - Digital Top 20 internet usage - Total 12+ surfers Send and receive emails Use search engine News on internet Routes and road maps on the internet View information on social networks Zap on the internet View / post videos on the internet Information about products on the internet Share personal information on social networks Downloadable editions of newspapers and magazines on the Live communicate Download free software programs or applications Tickets for cultural activity on the Internet Download free music Radio on the internet Real estate listings on the internet Economic and financial information on the Internet Call via internet 148 Play online on the internet Download free movies and videos 92,0% 84,7% 78,3% 73,8% 70,2% 68,8% 64,9% 63,4% 59,2% 54,2% 53,3% 44,7% 42,2% 40,1% 39,7% 38,3% 35,8% 35,6% 34,2% 33,6% Source : CIM TGM 2015
3. Market Shares - Digital Top 20 websites (Comscore belgian data) (mobile and tablet not included) Google Sites Microsoft Sites Facebook Mediahuis Connect Yahoo Sites Amazon Sites VRT Sites Roularta Media Group Belgacom Group Linkedin Axel Springer SE CCM-Benchmark Wikimedia FoundaUon Sites 2dehands BitTorrent Network Groupe Rossel Webedia Sites De Persgroep Dropbox Sites Apple Inc. 30,5% 28,0% 23,6% 23,6% 23,5% 23,3% 22,0% 21,6% 21,0% 22,8% 19,5% 19,3% 18,4% 16,5% 16,4% 58,4% 31,7% 63,6% 97,0% 87,6% January 2014 January 2015 January 2016 149 Source : ComScore 2015
3. Market Shares - Digital Top 20 websites (Total – Net reach all devices) HLN.be 2dehands.be/2ememain.be Nieuwsblad Yellow Pages Knack/Levif Immoweb RTBF.be Kapaza VTM De Standaard DeredacLe.be RTL.be Le Soir Skynet De Morgen DH.be DailymoLon Een 150 Gazet van Antwerpen Comment ca Marche 26,6 26,6 25,2 21,8 18,4 16,3 16,2 16,0 15,2 14,8 14,4 13,7 12,1 12,1 12,0 11,7 11,6 11,4 11,0 Source : Adware internet 2016 31,8
3. Market Shares - Digital Top 20 websites (Total – Net reach split by mobile devices) 11,6 Tablet HLN.be Nieuwsblad 2dehands.be/2ememain.be Yellow Pages Knack/Levif VTM Immoweb De Standaard Een DeredacLe.be RTBF.be Kapaza Le Soir Gazet van Antwerpen Sporza RTL.be De Morgen DH.be Jobat DailymoLon 6,9 5,7 5,2 5,2 4,8 4,7 4,5 4,2 4,0 3,9 3,2 3,2 3,2 3,0 2,9 2,7 2,6 2,5 9,3 HLN.be Nieuwsblad 2dehands.be/2ememain.be RTL.be Knack/Levif VTM Yellow Pages RTBF.be Immoweb De Standaard Le Soir DH.be Sudinfo Gazet van Antwerpen DeredacLe.be De Morgen La Libre.be Flair Kapaza Sporza 9,2 7,5 7,4 7,2 6,9 6,9 5,6 5,6 5,5 5,5 5,1 5,0 4,9 4,6 4,6 4,5 4,2 4,1 Source : Adware internet 2016 Phone 14,2 12,7 151
4. Advertising Investments - Digital Evolution 2000 – 2015 In Million Euros 100 120 140 160 180 200 220 240 260 80,0 20 40 60 80 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source : IAB / CIM MDB / Mediaxim 55,0 32,0 12,6 10,9 12,5 18,4 232,4 223,6 215,0 200,8 183,1 168,3 128,1 119,1 84,9 152
4. Advertising Investments - Digital Market Share by Economic Group : 2015 Energy 2,6% Food 3,3% Home/Office Equipment 4,0% Telecom 6,0% Beauty 2,6% Clothing 0,9% Others 1,3% Services 23,7% Distribution 17,8% Transport 19,6% Culture Leisure 18,2% Source : MediaXim 153
Top Advertiser Groups Internet : 2015 4. Advertising Investments - Digital Top 10 COLRUYT GROUP ING GROUP D’IETEREN GROUP LOTERIE NATIONALE RENAULT-NISSAN ALLIANCE BNP-PARIBAS PSA PEUGEOT CITROEN GROUPE 3 SUISSES LIDL & CO DAIMLER BENZ GROUP 1000 14 102 7 202 6 657 6 529 6 194 5 990 4 875 4 486 3 863 3 738 154 Source : MediaXim
5. Media cost - Digital Main Buying Conditions (except programmatic buying) Commercial policies – By main sales houses : De Persgroep, Hi-Media, IP New Media, IPM, Ligatus, Mediahuis, Medialaan, Pebblemedia, ProduPress, Proximus Skynet, Rossel, Roularta, Trustmedia, … – Lot of formats: Leaderboard, XL Leaderboard, Medium Rectangle, homepage takeovers, buttons, expandable banners, pre-roll video, halfpage, … but also billboard, filmstrip, portrait, pushdown, sidekick, slider. – Numerous creative formulas (integration, sponsoring, native …) – Several community marketing possibilities Media Buying Conditions – Cross media deal (print + online / TV + Online) – Packages (also deals cross sales houses) Surcharges – Targetting – Expandable format – Streaming – Trafficking, adserving & tracking 155
1. Key Facts - Search Main Characteristics Search Particular features - International media with WorldWide footprint - Happens instantly, people searches everyday - Happens everywhere, as long as people are connected to the internet - - Mobile search traffic is booming Searches follow seasonality Advantages - Hyper targetting based on intention (keywords are typed by surfer) - Ads answers specific request declarated by the surfer - Very high ROI - You pay only for what you get (CPC model) - You can track everything - Search queries can be used as business intelligence Evolution - Search is becoming more visual - - Investment of clicks is based on quality and relevancy Search queries are becoming more and more complex 157
2. Definitions- Search SEM Search Engine Marketing SEM is all Internet Marketing techniques that are utilized to increase market visibility and traffic of a website on the search engines. Traditionally, it is divided into 2 strategies: Search Engine Optimization (SEO) and Search Engine Advertising (SEA). SEO Search Engine Optimization “Organic” - Slow impact - Less control (targeting, copy) + 'Free' (earned) + Long term + Mostly clicked (75%) 158 Source : Reprise Media SEA Search Engine Advertising Pay-Per-Click (PPC) + Fast impact (immediately traffic) + In full control (targeting, ads) - ‘Expensive’ (cost/click) - Temporarily - Less clicked (25%)
2. Definitions- Search What is SEO? Search engine optimization (SEO) is a technical, analytical and creativ e proces s t o improv e th e ‘free’ , ‘organic’ , ‘editorial ’ o r ‘natural ’ visibility of a website in search engine result pages (SERP), with the aim of driving more potential customers to it. Web pages and other content such as videos or local listing are shown and ranked based on what the search engine considers mots relevant to users. How SEO works: • Onsite (content and website infrastructure) – Having an efficient website architecture and infrastructure – Targeting the best keyword clusters – Creating and matching content to target specific keyword • Offsite (how the website is referred to, from other online sources) – Developing a profile of high quality, on-theme incoming links – Having a relevant and active social media presence – Creating citations (non-linking references) about you – At least half of your SEO outcomes are influenced by elements outside your direct control Source : Reprise Media 159
2. Definitions- Search Main Characteristics SEO 1. Define the Target Audience and their Needs Market research studies, Conduct surveys of your audience, Conduct focus groups, Use social media 2. Content & Web Design Content analysis, creation and optimization, Content CMS Guidelines, Web ergonomic, UI&UX strategy 3. Research & Analysis Website metrics analysis, Keyword analysis, Keyword opportunities and difficulties, Competitor analysis 4. Tools Google Analytics Account, Google Webmaster Tools, Rank Tracker Tool, Google Alerts, Google trends, Set up goals Source : Reprise Media 160
2. Definitions- Search What is SEA? By using Google Adwords, Search Engine Advertising (SEA) is used to get a better ranking in search engines in return for a payment. – Ad s ar e show n whe n peopl e searc h wit h Googl e Search , when people read on the internet (Google Display Network) and when people are watching video´s on YouTube. – Touching customers whatever device they are using – SEA is a pull advertisement medium. Reach your audience at the exact moment that they are looking for you. – Adjust your ads to specific sales or promotions – Easil y trac k sale s an d conversion s t o se e th e impac t o f your campaign Source : Reprise Media 161
2. Definitions- Search Main Characteristics SEA 1. Google Search Network – A group of search-related websites where your ads can appear. – Websites include Google sites and websites that partner with Google (search partners). – When you advertise on the Search Network, your ad can show next to search results when someone searches with terms related to one of your keywords. – The Search Network is part of the Google Network, our name for all the webpages and apps where AdWords ads can appear. 2. Google Display Network – Google also gives advertisers the opportunity to place ads on a variety of sites across the internet. – This collection of websites, which ranges from blogs to news sites and even YouTube, is referred to as the Google Display Network (GDN). – According to Google, the GDN includes over 2 million sites that reach over 90% of global internet users. Source : Reprise Media 162
2. Definitions- Search Main Characteristics SEA Visitor leaving your website 3. Remarketing – Drive the audience back to your website – Adapt your message, promotions, content, ad format… based on your audience 4. YouTube Ads – Sho w differen t kin d o f ad s o n Youtub e an d us e differen t formats to target your audience 5. Google Shopping – Helps you to reach shoppers while they are searching for items to buy on Google. – You can maintain the accuracy and freshness of your produc t information , s o you r customer s fin d th e relevant , current items they're looking for. – Makes your assortment visual. – It is easy to compare prices (relative to competitors). – Multiple products can be listed and it goes together with your search ad. – Higher conversion rate on your website. Display ads Search Naetwork Display Network Returning Visitor Overlay ads Skippable ads Non-skippable ads Source : Reprise Media 163
2. Definitions- Search Main Characteristics SEA 6. Engagement Ads – Eliminate waste by reaching only those qualified customers that choose to engage with your brand 7. Gmail Sponsored Promotions – Teaser ad is displayed in email pane or promotions tab on desktop and on the promotions tab on mobile. – Own 100% share of voice when teaser ad is clicked. – Connect with consumers through an innovative and engaging ad designed specifically for Gmail. – The flexibility of GSPs creates opportunities to promote a variety of consumer actions. Encourage advertisers to customize ads bades on the most valuable user behaviour. Source : Reprise Media 164
2. Definitions- Search Mobile Search As more people use mobile devices to access the Internet, searching for stores “nearby me”, it is important nowadays to have a mobile-friendly website or/and App. Google will be expanding their use of mobile-friendliness as a ranking signal. Call tracking – A potential customer searches online and clicks on your ad – A unique phone number is listed on your ad’s landing page for the customer to call – The call rings through to your business – The keyword(s), campaign, call duration, etc. are tracked by the unique number and are instantly available to help optimize your pay-per-click campaigns. App Promotion – App extension: Extension below your ads. – Mobile App installs campaigns: Encourage app downloads by sending people directly to app stores from your ads Source : Reprise Media 165
2. Definitions- Search Google Analytics Google Analytics is a full-featured web analytics solution that tracks many statistics and report websites traffic. It includes: – Information about visitors You can see the most popular countries and towns that are accessing your website, helping you to determine if any localized marketing campaigns or keyword targeting is providing desired results. – Analyze source of traffic You can see how users are being driven to your website (via another website, paid advertisements, search engine or direct link) This will allow you to see proportionally how successful various methods of traffic sources are. – Breakdown of keywords You will be able to see what keywords you are being found under in search engines, which keywords are performing well, allowing you to modify your website to assist with search engine optimization to try and boost the traffic generated from certain keywords. – Specific page popularity GA can provide data about which of your pages are the most popular, allowing you to see which areas of your website are being considered relevant and higher value content. – Traffic flow – Review historical data They are many others tools that Google Analytics provides such as email reports, sub-domain management, outbound links, mobile statistics, social reporting and revenue tracking, making it one of the most powerful marketing and statistics tools available for increasing the effectiveness of your online presence Source : Reprise Media 166
3. Market Overview - Search Top 5 search engines (Comscore belgian data) (mobile and tablet not included) 74% Google Search 71% 21% Bing 14% 10% Ask Network 16% Yahoo Search 8% 8% 8% Vinden.nl B.V. 5% January 2016 January 2015 167 Source : ComScore January 2016
1. Market Overview - Social Facebook – Audience (Belgium) 5,8 million monthly belgian users / 52% of all belgian population 4,8 million monthly users on mobile / 80 % each Day 4,8 million monthly on mobile 8,1 million belgian users 72% of belgian internet users are on Facebook 83% of all Facebook monthly users Source : Facebook Facebook Power Editor mvfglobal.com 169
1. Market Overview - Social Facebook – Audience split age classes & gender (Belgium): Men 18-24 21,0% 25-34 26,0% 35-44 21,0% 45-54 16,0% 55-64 10,0% 50% 65+ 7,0% 170 Source : Facebook 2016
1. Market Overview - Social Facebook – Audience split age classes & gender (Belgium): Women 18-24 20,0% 25-34 26,0% 35-44 21,0% 45-54 17,0% 55-64 11,0% 50% 65+ 6,0% 171 Source : Facebook 2016
1. Market Overview - Social LinkedIn / Shazam / Instagram – Audience - - - - 2,6 million Belgian users in Belgium 622.000 monthly active users in Belgium Split devices: 90% on desktop and 43% on mobile Audience split: 35% Women – 65% Men - - - - - More than 6 million Belgian users 6,5 million of monthly Shazams in Belgium 1,4 million monthly active users in Belgiums About 90% of all smartphones Audience split: 41% Women – 59% Men - In September 2015, 400 million users Worlwide - Average of more than 80 million photos shared every day - - - 172 Audience split: 58% Women – 42% Men Source : Instagram Blogdumoderateur.com Shazam LinkedIn 400 million monthly active people (+ 75% outside the U.S.) 3.5 billion « likes » daily
1. Market Overview - Social Instagram – Audience split age classes & gender (Belgium) 18-24 43,0% 18-24 45,0% 25-34 30,0% 25-34 30,0% 35-44 15,0% 35-44 42% 15,0% 58% 45-54 7,0% 45-54 7,0% 173 Source : Instagram 2016
1. Market Overview - Social Top 10 social communities (Comscore belgian data) (mobile and tablet not included) 64% Facebook 24% Linkedin 10% TUMBLR.COM* Blogger 8% TWITTER.COM 7% PINTEREST.COM WORDPRESS.COM* 6% OVER-BLOG.COM 0% 5% IMGUR.COM 0% 5% NAMETESTS.COM 174 Source : ComScore 0% 0% 4% January 2016 January 2015 January 2014 5% 6% 5% 7% 8% 11% 10% 10% 11% 8% 9% 12% 19% 25% 27% 62% 73%
2. Buying Methods - Social Buying possibilities by top media objectives Objective Facebook • Photo Ad Reach Video Views • Video Ad • Animated Gifs Linked In • Sponsored Updates • Sponsored Updates Link (to YouTube or Vimeo) Photo Views • Photo Ad • Album Photo • Sponsored Updates Photo Link Clicks • Link Ad • Carousel • Sponsored Updates Link • InMail Twitter • Promoted Tweet Photo • Promoted Tweet • Promoted Tweet Video • Video Ad • Hyperlaps, etc. • Promoted Tweet Photo • Photo Ad Instagram • Photo Ad • Promoted Tweets Link • Link Ad • Carousel Source : Cadreon 175
1. Market Overview – Programmatic Main Characteristics: Programmatic buying Particular features - Programmatic Buying refers to the use of software (algorithm based) to purchase digital advertising (data-driven decisions at the impression level) as opposed to the traditional process that involves human negotiations, manual IO’s and manual buying optimization Advantages - Increased cost efficiency and effectiveness - Ability to apply data to find exact target audience, achieving impactful engagement - Real-time optimization and advanced algorithms allow for scalable one-to-one marketing - Consolidation of inventory for management of frequency - Measurement and performance insights for an in-depth understanding of audience Evolution - 176 Programmatic buying share is growing very quickly - Programmatic buying is also expanding to other media such as OOH, Radio, Print and TV
1. Market Overview – Programmatic 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Programmatic advertising today and in the future 83% 60% 59% 56% 52% 40% 33% 31% 23% United States Netherlands United Kingdom France Australia Japan Germany Spain 2011 2012 2013 2014 2015 2016 2017 177 China
2. Key Facts – Programmatic Classic media buying vs programmatic media buying $3.00 $0.07 $1.86 $4.75 $5.61 $0.75 VS $1.23 $0.29 Buying Inventory Buying Audiences Source : Cadreon 2016 178
2. Buying Methods– Programmatic Different ways of buying inventory Open Private Exchange Buying environment Marketplace Open auctions Transaction types Private auctions Preferred deals Guaranteed deals Source : Cadreon 2016 179
Overview of inventory available through PMP 2. Buying Methods– Programmatic 180 Source : Cadreon 2016
3. Strategy – Programmatic Different types of strategy to reach campaign goals Reach Relevance Qualified Intent 181 Source : Cadreon 2016
3. Strategy – Programmatic Different types of strategy to reach campaign goals Now DISPLAY VIDEO MOBILE PAID SOCIAL DOOH NEAR FUTURE ADVANCED TELEVISION 182 ADVANCED RADIO AUTOMATED PRINT AUTOMATED CONNECTED DEVICES Source : Cadreon 2016
4. Buying facts – Programmatic Use of format by advertisers in 2015 (Belgium Data) Advertisers (n= 310) Online Display Other* 79,0% 77,1% Search 68,1% Online Native 56,8% Online Video 51,9% Online Radio 13,9% *Other : E-mail marketing, newsletter, digital OOH, in-game advertising,… 183
4. Buying facts – Programmatic Belgian Share of purchases made in programmatic in 2015 25% 23,1% 20% 19,6% 18,5%18,6% 15,7% 15% 13,0% 10,8% 10% 6,5% 5,6% 5% 3,7% 3,7% 3,9% 3,9% 1,0% 0% 0% 0% <10% 10% to 20% 20% to 30% 30% to 40% 40% to 50% 50% to 60% 60% to 70% 70% to 80% 80% to 90% 90% to 100% 6,5% AdverUser (n=108) Agency (n=102) 19,4%19,6% 184 Source : IAB-Belgium (Matrix Study Wave 04) - 2016
4. Buying facts – Programmatic Belgian Share of purchases: Online vs. Offline in 2015 annual budget Adver/ser (n=310) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% % online %offline 42,4% 60,2% 69,6% 72,5% 69,1% 57,6% 39,8% 30,5% less than 100 000 € 100 000 to 499 999 € 500 000 € to 999 999 € 27,5% 1 000 000 € to 4 999 999 € 30,9% 5 000 000 € and + Source : IAB-Belgium (Matrix Study Wave 04) - 2016 185
Main Characteristics: Online Video 1. Market Overview – Online Video 70% of Belgians watch TV at least five times per week. They watch more or less two hours per day. 35% of Belgians watch Online Video at least five times per week. They watch more or less 15 minutes per day. 186 Source : Cadreon 2016
1. Market Overview – Online Video 1. Market Overview – Online Video Main Characteristics: Online Video PC & laptop Smartphone & tablet Smart TV Share by device 67% 33% 0,03% 187 Source : Cadreon 2016
2. Buying Methods– Online Video How To buy? Buying specific content: • Select websites and channels that have a match with your brand to create proximity. • For awareness campaigns, consider using vast reach tactics, combining multiple inventory sources. • Add categories to target sites with specific content • Create whitelists of sites that perform better in terms of completion and viewability Buying specific audiences: • Buy audiences that are part of your core target group, regardless of the website they are on. • Target specific audiences that meet socio demographic criteria • Create affinity lists to reach in-market audiences • Target audiences that have browsed certain keywords • Retarget audiences that have of haven’t performed a particular action 188 Source : Cadreon 2016
Overview of inventory available 2. Buying Methods– Online Video Source : Cadreon 2016 189
1. Main Quantitative CIM Studies - Media Surveys Central Study : CIM TGM (Target Group Monitor) Strategic study : HUB (ongoing) and tactical studies (ongoing) – Media consumption : density concept – Products : personal behaviour – Attitudes : sociocultural items related to products categories Objectives – Comparable = single source – Concept of density : « Heavy, Medium, Light » users – Answer the question : which medium is the most consumed by my target and which are the complementary media ? Methodology Media Part – Face-to-face interviews (CASI) – Sample : +/- 10 500 individuals of 12 years and older Methodology Products Part – Self-completion questionnaire, left behind for the media respondents – Sample : 3951 individuals of 12 years and older (return rate = 50%) 191
1. Main Quantitative CIM Studies - Media Surveys Press : CIM Tactical Study Yearly survey describing +/- 200 dailies, magazines and free sheets – Total reading (period of reference = last months) – Last period reading – Frequency of reading – Mode of acquisition Objectives – Evaluate & compare the consumption of the different titles via different indicators (paper, paper + digital, total brand) – Select individual titles as advertising carriers Methodology – Face-to-face interviews (CASI) – Sample : 10 500 individuals of 12 years and older 192
1. Main Quantitative CIM Studies - Media Surveys Press : CIM Circulation Audit Dailies, magazines, free press Another source of information concerning the printed media Circulation Audit – More than 470 titles or editions audited – Control of print run – Control of paid circulation figures – % of subscribers – Number of free or unsold copies Methodology – Subscription of title to CIM study – Declaration of circulation figures by editor – Circulation audit every 3 months 193
1. Main Quantitative CIM Studies - Media Surveys Television : CIM Audimetrie Tactical study : Ongoing survey (panel of 1 500 households) – Second-by-second data, for every individual – Universe : 4+ (N = 3 624 individuals) – Total reach of programmes & commercials – Average reach of programmes (AIP) & commercials (GRP) – Share of programs & channels (versus total TV share) Objectives – Measure audiences of more than 10 channels and other TV use – Sinds 2010, measure of the time shifting viewing – Sinds 2016, measure of the Live + 7 – Introduction of the “guest viewing” in the official currency – Provide references for tariff policies & campaign evaluation Methodology – Measurement of individual TV behaviour by audimeter – Audimeter = set-top box & remote control – Collection of data by central computer via modem (at night) – Daily distribution of data to subscribers of Audimetrie 194
1. Main Quantitative CIM Studies - Media Surveys Radio : CIM Tactical Study Tactical study : three waves per year (most recent : wave 2015-3) – Universe : 12+ – Quarter by quarter data, for every individual – Total reach (last months), daily reach, rating, share of stations – Place of listening Objectives – Measure audiences of most Belgian radio stations – Study reach of time slots on several targets – Provide references for ratecard policies & campaign evaluation Methodology – Face-to-face recruitment – Everybody is asked to fill in a week diary, also non-listeners – Ascription of listeners who didn’t send back their dairy (receivers) by listeners with similar socio-demographic & listening profile (donors – with complete diary) – +/- 24 000 interviews per year, in three waves 195
1. Main Quantitative CIM Studies - Media Surveys Out of Home : CIM - Traffic Study Tactical study : 2 levels – Traffic : modelized travelling of people – Current study : field from June 2013 to May 2014 (with sample 2005-2006 and datas from 2011-2014) – Cross of the two levels : measure campaign performances Universe : – All billboards in 48 UC that subscribe to the CIM-study – Movement of the population during last 12 months Methodology : – Face-to-face recrutment – 7 days diary (paper and CAWI). – Sample : 12 683 individuals 12 + – Billboards and networks : update every year in January and June 196
1. Main Other Studies - Media Surveys “Executives and Managers” Study Targeted study describing Belgian decisionmakers and Managers since 1981 – Profile, power of decision, reading habits – Professional interests and consumption habits Objectives – Evaluate & compare more than 50 professional press titles, TV, Radio and Web consumption – Select individual titles as advertising carriers Methodology – Face-to-face interviews (carried out in the office) – Sample : 1250 individuals (executives and managers from companies of 10 employees and more), representative of 191 633 individuals – New field in 2014 – Carried out by TNS Media – Update once every 2 up to 3 years 197
1. Main Other Studies - Media Surveys Brand Media Monitor – Combines demographics, media consumption, media profile, semiometric profile, purchase behaviour and personal relationships with brand items – N = 4 603 individuals, representative of Belgian 15+, interviewed via CAWI-methodology (internet) – Carried out every two years – Last issue : September 2008, conducted by TNS Media 198
1. Main Other Studies - Media Surveys Mediabrands surveys : Ebuzz - Belgian survey - Focus on specific domains to follow certain trends, e.g. social networking, digital TV services, mobile devices, multi-mediausage, … - N = 1 000 individuals, representative to all Belgians 18+ y.o., interviewed via CAWI-methodology (internet) Wave - International survey (65 countries) - In December 2014, the 8th edition-results of Wave were available - Belgium is integrated in the survey from Wave 4 on - Focus on social media (social networks, blogging, photo/videosharing, devices, co-creation, …) - N = 1 000 individuals for Belgium, regular surfers 16-54 y.o, interviewed via CAWI-methodology (internet) 199
1. Main Other Studies - Media Surveys Mediabrands surveys : Connections/Curiosity Panel (CP) - International survey - In spring 2015, the 4th edition-results are available - Belgium is integrated in the survey from 2010 on - A single source consumer survey providing actual data across media usage, perception and duplication amongst several demographics on 37 traditional and non-traditional touchpoints. - N = 5000 Belgian Internet users - Update of dataset once every 24 months - Recontact of panel is possible 200
2. Main Impact Studies – Media Surveys DIVA Detecting Interactively the Value of Audio - Client: VAR (VRT) - Originally: Radio Impact Barometer. From 2012 on: Multimedia Impact Barometer From 1997 to 2011: - Separate barometers: DIVA (radio-posttest) & AdEval (TV-sponsoring posttest) - Methodology: CATI-methodology (phone) - Frequency : every 2 weeks - N= 200 interviews (Flanders) - 15-54 y.o (they evaluated 15 radio spots each) From 2012: - Radio / TV-sponsoring - Analysed items : ad recognition, ad attribution, qualitative perception and impact - Frequency: every 2 weeks - N = 2*200 interviews (Flanders) – 15-59 y.o (they evaluate 5-6 advertisements) - Fieldwork carried out by TNS Media - Interviewed via CAWI-methodology (internet) 201
2. Main Impact Studies – Media Surveys On Air - Client: Medialaan (Q-music & JoeFM) - Radio Ad Impact Barometer - Analysed items: ad recognition, ad attribution, qualitative perception and impact on knowledge / attitude / behaviour - Since March 2010 - Frequency : twice a month. In total 30 spots are tested in 1 month (about different sectors and advertisers active on the radio) - N = 100 individuals (Flanders) between 15 and 54 years old evaluate 1 spot (every respondent evaluates 3 spots) - Fieldwork carried out by InSites Consulting - Interviewed via CAWI-methodology (internet) 202
2. Main Impact Studies – Media Surveys MultiMIB - SPIM Mulitmedia Impact Barometer – Sponsoring Impact Barometer - Client: Medialaan - ATL Multimedia (TV, radio, dailies, magazines, outdoor, online display) & Sponsoring Impact Barometer (TV sponsoring) - Analysed items : ad impact (ad recognition, ad attribution, qualitative perception) and brand impact (brand awareness, image and purchase intention) - Since 1996 - Frequency : twice a month - N MultiMIB = 300 individuals (Flanders) between 15 and 54 years old per advertisement - N SPIM = 400 individuals (200 viewers + 200 non-viewers) (Flanders) between 18 and 54 years old - - Fieldwork carried out by InSites Consulting Interviewed via CAWI-methodology (internet) Topspots - - Client: Medialaan Qualitative measurement of TV spots - Analysed items: likeability (affective, cognitive, call to action and basic components) - Since 2010 - N = +/- 100 individuals by spot (max 6 spots to evaluate per respondent) - Frequency : every month - - Fieldwork carried out by InSites Consulting Interviewed via CAWI-methodology (internet) 203
2. Main Impact Studies – Media Surveys Connectometer - - Client: mediahuis Connect (joint venture of Corelio and Concentra) Multimedia Impact Barometer (dailies – magazines – online) - Analysed items : ad impact (recognition, attribution, qualitative perception) word-of mouth, brand metrics - Since 2009 - Frequency: weekly - N = min 125 subscribers of Corelio-panel (FR + NL) per advertisement - - Fieldwork carried out by Ipsos Belgium Interviewed via CAWI-methodology (internet) EYE Evaluate Your Efficiency - Client: Rossel - Impact Barometer (print, online or crossmedia) - Analysed items : ad impact (recognition, attribution and qualitative ratings) - Since 2011 - Frequency: on demand - N= min 150 readers / visitors - - 204 Fieldwork carried out by Accurate Research Solutions Interviewed via CAWI-methodology (internet)
2. Main Impact Studies – Media Surveys Stopwatch - Client: Sanoma - Magazine Impact Barometer - Analysed items : ad recognition, ad attribution and qualitative parameters - More than 15 years history - Frequency : on demand - N = 100 readers of Sanoma magazines (NL + FR) - - Fieldwork carried out by GfK Interviewed via CAWI-methodology (internet) Tailor made Impact (tm impact) - Client: Sanoma - Impact campaign barometer (pre & post-testing) - Analysed items : ad recognition, ad attribution , call to action, qualitative parameters - Frequency : on demand - N= 500 - Fieldwork carried out by GfK - Interviewed via CAWI-methodology (internet) 205
2. Main Impact Studies – Media Surveys CHAD CHeck your AD Previous: Impactbarometer Dailies/Magazines/online - Client: De Persgroep - Dailies, magazines, online and mobile Impact Barometer - Analysed items : ad recognition, ad attribution and quantitative parameters - Since 1986 for dailies, since 2007 for magazines - N= 200 readers of De Persgroep newspapers / magazines (NL) or visitors of De persgroep websites (NL) from 2012 on (Before N = 100) - Fieldwork carried out by Persgroep - CAWI-methodology (internet) from 2012 on (Before: Interviewed via CAPI-methodology) CHAD+ Previous Brand Value Check (BVC) - Client: De Persgroep - Multimedia Impact Barometer (dailies – magazines – online - mobile) - Analysed items : same as CHAD but with qualitative perception added (brand impression – advertising evaluation) - N= same as CHAD - 206 - Fieldwork carried out by Persgroep Interviewed via CAWI-methodology (internet)
2. Main Impact Studies – Media Surveys Vulu - Client: Sanoma - Evaluation of editorial integrations or advertorials - Analysed items : recognition, attribution (optional: call to action and feeling) - Frequency : on demand - N = 100 readers of Sanoma magazines (NL + FR) - - Fieldwork carried out by GfK Interviewed via CATI-methodology (telephone) Business Advertising Survey (BAS) + Impact Survey - Client: Trustmedia - Campaign Impact barometer - Analysed items : qualitative evaluation of communication message, brand and company - N= min 250 readers of ‘De Tijd’ / ‘L’Echo’ (paper and tablet version) - - Fieldwork carried out by CheckMarket Interviewed via CAWI-methodology (internet) 207
2. Main Impact Studies – Media Surveys Cobra and Cobra+ Correct Brand Attribution - Client: Clear Channel - - - Cobra: Outdoor Impact Barometer (posttest) Cobra+ : Outdoor Impact Barometer (pre- and posttest) Analysed items : ad recognition, ad attribution and qualitative perception of tested advertisements - Since 1979 (from 2008 CAWI-methodology) - - - - N= 200 individuals (FR + NL), 15 -64 y.o (inhabitants of the 5 main centres (Antwerp, Gent, Brussels (Flemish and French), Charleroi and Liege) Frequency : every 2 weeks (26 times / year) Fieldwork carried out by IPSOS Belgium Interviewed via CAWI-methodology (internet) I-Check BOA Brand Outdoor Attribution - Client: JCDecaux - - - - 208 - - - Outdoor Impact Barometer Analysed items : ad recognition, ad attribution, qualitative perception of tested advertisements Since 2008 N= 300 individuals (FR + NL) aged 15+ years who go at least every 15 days to one of the 5 big centres (inhabitants and non-inhabitants) Frequency: 5 campaigns tested every 2 weeks Fieldwork carried out by Research & Solution Interviewed via CAWI-methodology (internet)
Lexicon Accumulation The combined net reach of a whole media schedule : it shows the net percentage of the target audience that has seen the message after x insertions, or the increase of the reach compared to the reach after one insertion. Beta Circulation Memorization rate after one contact. This rate is different from one media to another, but is constant contact after contact. Number of copies of a publication sold or distributed. Can be audited by an official body (CIM) or provided in the form of a publisher statement. Paid circulation : copies sold or distributed to paying subscribers. Cost per 1000 The cost per 1000 contacts within a target group delivered by a medium or media schedule. It’s obtained by dividing the cost of one insertion (or one commercial, or one campaign) by the reach in 000. Coverage % of the concerned target group that has at least one opportunity to see (to read, to hear) a message in a certain media vehicle or title. 209
Lexicon GRP Gross Rating Point = 1% of target group It measures the advertising weight of a campaign, and is define d a s a numbe r o f gros s contact s pe r 10 0 peopl e o f target group. New CIM 5 Main Centers : Brussels, Antwerpen, Gent, Liège, Charleroi Urban Universe 30 Flemish Urban Centres : Aalst, Aarschot, Brugge, Deinze, Dendermonde, Diest, Eeklo, Geel, Halle, HasseltGenk , Herentals ,Ieper , Knokke-Heist , Kortrijk , Leuven , Lier , Lokeren, Mechelen, Mol, Oostende, Oudenaarde, Roeselare, Ronse, Sint-Niklaas, Sint-Truiden, Tielt, Tienen, Tongeren, Turnhout 13 Walloon Urban Centres : Arlon, Ath, Eupen, Huy, La Louvière Marche-en-Famenne , Mons , Mouscron , Namur , Nivelles,Tournai, Verviers, Wavre Frequency Number of times people within the target audience are exposed to an advertising message, an advertising campaign, or a specific media vehicle. Basic media planning formula : Reach X Frequency = GRP OTS / OTH 210 Opportunity To See or Hear Average number of opportunities to see or hear an advertising message for every individual reached within the target group.
Lexicon Panel Group of persons whose media behaviour is surveyed during a long period of time (examples : Audimetrie panel, listening diary panel,…). Profile PRP The demographic and/or lifestyle characteristics of a medium's audience. Person Responsible for Purchase Member of the household that is most of the time responsible for the choice of the brands of groceries, most common drink s an d maintenanc e product s use d i n th e household . RLP(LDP – LLP) Readership/Reach Last Period (Lecture Dernière Période – Lezers Laatste Periode) Rating Average percentage of a given population group consuming amediu ma t a particula r moment , weighte d b y th e lengt h o f consumption (viewing or listening time). (Fr syn. : AIP - Audience Instantanée Pondérée / Nl syn. : OGB - Onmiddellijk Gewogen Bereik) 211
Lexicon Reach Number of contacts (readers, viewers or listeners) offered by a media vehicle or title within the issue period (in thousands of people or in % of the target group). Social groups Scale sharing the Belgian population in 8 more or less equal groups , base d o n th e leve l o f educatio n an d th e professiona l activity. (Groups 1 to 4 : high income segments of the Belgian population) Selectivity Capacity of a vehicle to score well on precise characteristics (o r o n a precis e targe t group) . I t i s calculate d b y dividin g th e vehicle’s coverage on the target group by the vehicle’s coverage on total 15+. Readers per copy (RPC) Average number of people reading the same copy of a newspaper or magazine. Obtained by dividing number of readers of an average copy by its paid or total circulation. 212
Lexicon Online Media terminology Impressions Visits Unique visitors Click Through (CTR) CTR ratio RTB The percentage of site visitors that views an ad and clicks on it. Real Time Bidding is the act of buying digital inventory from multiple exchanges on an impression by impression basis, typically involving an auction pricing mechanism. Auto Trading Automated digital trading. Enabling buyers (agencies and advertisers) and sellers (publishers) to trade digital inventory via software rather than fax machines. Can include RTB but is not limited to. 213 The number of times an ad has been presented to visitors. The number of occasions a visitor accessed a specific internet site during a certain period of time. One person that visits a site - no duplications ! Clicking on ‘www’ advertising.
f utures Our philosophy Futures provides consumer, brand and channels insights through dedicated research. We develop particular tools and surveys to bring our clients at the leading edge of communication strength. Our goal is to fill in the gaps of knowledge with relevant research solutions, in a collaborative mind-set with our clients. Futures services are available to the IPG Mediabrands in Belgium : Initiative, UM and also directly to any advertiser, agency or media, local or international. Get in touch email : david.lecouvet@mediabrands.be 214 Smart research solutions provider
Thanks to all contributors : Coordinator : Pierre Pissoort (Futures), Jonathan Janssen (Futures), Thomas Borgies (Futures), Beverly Ignacio (Futures), Tamara Vanspauwen (Futures), Christophe Guisset (GeoData), Saskia Vanhaelen (Outdoor Services), Arnaud Callaert (Outdoor Services), Emma De Vleeschauwer (Brightfish), Philippe Daper (Magna Global), Julie Praet (Magna Global), Marleen Vanden Broeck (Magna Global), Carine Vens (Magna Global), Alicia Van Collie (MBP), Danny Devriendt (MBP), Marie Georges (MAP), Laurent Kestens (Reprise Media), Stéphane Lucien (Cadreon), Galle Quinten (Cadreon), Karel Goethals (Cadreon), Sarah Kustermans (Cadreon), David Lecouvet (Futures), and all the other Initiative and UM people who made this publication possible. 215
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