Belgian Spendings 2013 vs 2012 - Light increase and some good signs for 2014
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Belgian Spendings 2013 vs 2012 - Light increase and some good signs for 2014

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The media investments spent in 2013 increased a little vs 2012 : +2,6%. Even if the first semester was not so good vs 2012, as from July onwards, the spendings/months increased vs last year showing ...

The media investments spent in 2013 increased a little vs 2012 : +2,6%. Even if the first semester was not so good vs 2012, as from July onwards, the spendings/months increased vs last year showing some encouraging signs.
In terms of advertisers groups, the two FMCG giants (P&G and Unilever) remained the two main spenders. In terms of brands, Lidl was the N°1 spender. The highest spending brands were Retailers, Car, Banks & Telecom brands.

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Belgian Spendings 2013 vs 2012 - Light increase and some good signs for 2014 Belgian Spendings 2013 vs 2012 - Light increase and some good signs for 2014 Presentation Transcript

  • MEDIA INVESTMENTS OVERVIEW 2013 VS 2012
  •  The media investments spent in 2013 increased a little vs 2012 : +2,6%.  Even if the first semester was not so good vs 2012, as from July onwards, the spendings/months increased vs last year showing some encouraging signs.  In terms of advertisers groups, the two FMCG giants (P&G and Unilever) remained the two main spenders.  In terms of brands, Lidl was the N°1 spender. The highest spending brands were Retailers, Car, Banks & Telecom brands. Executive summary
  • 2013 vs 2012 - Slightly increasing market (+2,6%) Source : Nielsen, Gross Investments, Adstat, Media mix, JAN-DEC 2013 & JAN-DEC 2012, output 24/03/2014.  2013 vs 2012 increase : +2,6%.  Investments increased everywhere except in Free sheets (-12,7%) and Magazines (-1,7%).
  • Source : Nielsen, Gross Investments, Adstat, Media mix, JAN-DEC 2013 & JAN-DEC 2012, output 24/03/2014.  TV remains the most invested media before Dailies & Radio. 3 608 981 733 € 3 704 460 660 €+2,6% Stable media investments split from 2012 to 2013
  • 2nd semester shows good signs of recovery. Source : Nielsen, Gross Investments. Output: 24/03/2014  From July 2013 onwards, the total market shows some encouraging signs in September as well as the EOY period.
  •  The three main economic sectors are increasing while Food and Beauty are decreasing. Global stability among economic sectors Source : Nielsen, Adstat, Economic groups, output 24/03/2014, ranking on 2013. +6,1% +7,1% +2,4% -1,6% +3,4% -5,2% +6,8% -0,5% -3,2% +5,6% -2,3% -9,6% +20,7% -34,2% x 3,69
  • Top20 – 2013/2012 Advertising Groups Source : Nielsen, Adstat, Advertiser Groups, output 24/03/2014, ranking on 2013. (MONDELEZ INTERNATIONAL=KRAFT FOODS)  Even after cutting down by +/-15% its investments, P&G remains N°1.  Other FMCG groups are nevertheless increasing investments (Reckitt Benckiser, Mondelez, …).  The retailers (Carrefour Group, Colruyt Group) are increasing their investments. -14,6% -22,6% +8,5% +4,0% +15,8% +25,7% -6,9% +1,8% +8,5% +23,1% +0,4% -12,7% +7,2% +0,8% +3,0% +42,5% +0,6% +23,1% +8,5% +20,3%
  • Source : Nielsen, Adstat, Brands, JAN-DEC 2013 & JAN-DEC 2012, output 24/03/2014, ranking on JAN-DEC13.  Brands in Retailers, Cars, Banks & Telecom markets are the largest investors in media. Top20 2013/2012 Advertising Brands -0,3% +3,3% -11,8% +2,4% +0,5% +67,7% +99% -7,5% +6,6% +3,8% +6,5% -24,9% -7,8% -9,5% +1,7% -6,0% +30,7% +8,5% +19,4%+11,5%
  • If questions, do not hesitate to take contact with sophie.alderweireldt@havasmedia.com audrey.forstneric@havasmedia.com