Hugues Rey présentation - IP TV keyfacts 12 november 2013 - Brussels - trends, challenge and future of TV in Belgium

1. Key Facts – Tv, it’s so over ?
Hugues Rey
CEO Havas Belgium
12 Novembre 2013

3. So over ? Not at all !
• TV is more than ever a strong and powerful media in its ‘traditional’ way.
(the most important and major consumption patern)
• Digital & Connected TV, Portablity of Content, Social TV will empower its
role in a “Fire Starter” of consumer engagement.
• Communications opportunities in a new content form, thinner & smarter
targeting, interactivity & sharing will grow in the near future

4. TV AUDIENCE EVOLUTION IN BELGIUM
Daily average viewing time (min.) 4+ Guests
231
240
221
220
200
180
206
193
199
199
190
197
176
183
160
180
170
162
140
161
Total TV South
149
150
Total TV North
TSU South
120
TSU North
100
1997
Source: CIM TV Sud – LD – All Day
2002
2007
2012

5. TV AUDIENCE EVOLUTION IN BELGIUM
Daily reach (%) 4+ Guests
80
78
77
76
74
72
76
73
72
70
72
74
71
73
76
73
72
70
70
68
68
Total TV South
66
67
Total TV North
70
64
TSU South
62
TSU North
60
1997
Source: CIM TV Sud – LD – All Day
2002
2007
2012

6. ‘Traditional’ TV: More Time – (A very liNle less) Reach
(Source: CIM Audimétrie 3/2005 vs 3/2013)
Daily Reach %
85%
35+
2005
80%
Men
2005
2:52:48
3:21:36
75%
70%
3:50:24
SG 1-4
2005
65%
SG 1-4
2012
60%
55%
15-34
2005
15-34
2012
50%
45%
Women
2005
35+
2012
Women
2012
4:19:12
Men
2012
4:48:00
5:16:48

7. TIME SHIFTED VIEWING IN BELGIUM
TSV % 4+ Guests
100%
3,6
4,4
90%
5,1
5,9
TSV
80%
Live
70%
60%
50%
96,4
95,6
94,9
94,1
2012
Jan-Oct. 2013
2012
Jan-Oct. 2013
40%
30%
20%
10%
0%
South
Source: CIM TV Sud – LD – All Day
North

8. AD MARKET SHARE
Market Share (%) Belgium South
100%
10%
9%
9%
10%
9%
10%
10%
Outdoor
70% 41%
40%
39%
37%
35%
33%
32%
Press
50% 2%
5%
5%
Internet
3%
4%
6%
3%
40% 14%
15%
14%
14%
15%
16%
17%
Radio
1%
1%
1%
1%
1%
1%
1%
Cinema
33%
33%
33%
34%
36%
34%
34%
TV
2007
2008
2009
2010
2011
2012
90%
80%
60%
30%
20%
10%
0%
2006
Source: MediaXim

9. AD MARKET SHARE
Market Share (%) Belgium North
100%
7%
7%
7%
7%
6%
7%
8%
Outdoor
41%
38%
37%
36%
35%
32%
32%
Press
3%
4%
4%
5%
5%
5%
50% 2%
10%
40% 1%
11%
1%
10%
1%
9%
1%
9%
1%
10%
1%
10%
1%
Internet
Radio
Cinema
41%
42%
42%
44%
44%
44%
TV
2007
2008
2009
2010
2011
2012
90%
80%
70%
60%
30%
20% 40%
10%
0%
2006
Source: MediaXim

10. TOP AUDIENCES
Belgium South
Programme
Channel
Date
Rating
Market Share
1
Le journal de 19h
RTL TVI
03/01/12
915.800
50,3
2
Edition Spéciale
RTL TVI
30/01/12
897.600
46,8
3
Football : Spain vs Italy
La Une
01/07/12
836.900
45,4
4
Football : Germany vs Italy
La Une
28/06/12
808.400
46,8
5
Pirette - Les Gens d’en Bas sont déjà Belges
RTL TVI
30/09/12
805.800
43,4
6
Pirette - Les Gens d’en Bas
RTL TVI
11/03/12
759.800
37,6
7
Belgium’s Got Talent
RTL TVI
19/11/12
759.100
37,6
8
Football : Belgium vs Croatia
Club RTL
11/09/12
753.100
39,9
9
Football : Portugal vs Spain
La Une
27/06/12
747.000
47,2
10
Les orages de la vie
RTL TVI
04/11/12
744.700
39,5
Source: CIM TV – 4+ Guests

11. TOP AUDIENCES
Belgium North
Programme
Channel
Date
Rating
Market Share
1
De Pappenheimers
Een
05/02/12
2.055.600
66,6
2
Witse
Een
12/02/12
2.004.700
64,5
3
Tomtesterom
Een
19/02/12
1.741.000
57,9
4
Geert Hoste kookt
Een
01/01/12
1.585.900
60,8
5
Salamander
Een
30/12/12
1.538.600
48,4
6
Quiz me quick
Een
09/12/12
1.535.600
47,9
7
Cycling : Koksijde
Canvas
29/01/12
1.512.300
76,8
8
Twee tot de zesde macht
Een
21/10/12
1.463.400
49,3
9
God en klein pierke – Piet Huysentruyt
Een
02/01/12
1.419.300
43,4
10
Thuis
Een
28/12/12
1.404.100
49,9
Source: CIM TV – 4+ Guests

12. Challenging the “new normal” …

13. 60% of the Belgian owned a ‘Digital TV’
(Source: Multiscreen & Mobile Survey (MMS) – Havas Media Belgium 12/2012)
Despite the penetration of
the new devices, alternative
consumption of linear TV is
mainly watch from a
‘traditional TV set’.
But, opportunities of ‘media
meshing’ are multiplied by
the abundance of devices

14. Belgium is in the top ‘Tablet European League’

15. Live TV on other less than 1% of the Volume in 2012
Cette étude a été réalisée par GfK Audimetrie, en collaboration avec Significant GfK qui était responsable du terrain – une
enquête en ligne de 10.665 répondants de 18 ans et plus, entre le 1 et le 10 octobre 2012.

16. TV
Empowered by
Social Media
&
Second Screen
(Match Study 9/9 – 22/9/2013
by Havas Media & Tevizz)

17. Next Steps & Challenges
• TV Audience Measurement Evolution
– Other Screen Audience
– Other Screen Campaign (Traditional Metrics)
• Social TV & Second Screen
– New Metrics
• CIM TV Challenge

18. www.huguesrey.com
Merci – Thank you !
www.facebook.com/havasmediabelgium
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