Keep track of the latest media investments, the top advertisers and brands with our monthly invest review !

1. Overview January – October 2015
MEDIA INVESTMENTS

2. Media investments for January-October 2015 compared to January-October 2014 are
increasing (+0,5%) thanks to the positive evolutions of October (+4,6%). January-
September was decrease by -0,2%.
« Culture, Tourism, Leisure & Sports » is the sector where money is the most invested.
Followed by « Retail », « Food », « Services » & « Transport ».
Executive Summary
Source : Nielsen, Gross Investments, Adstat, JAN-OCT 2014 & 2015.
Top 3 advertisers
Top 3 brands

3. Overview
2014
2015
+0,5%
Jan-Oct
Source : Nielsen, Gross Investments, Adstat, 2014 & 2015.
-5% -6% +5% -5% -5% +5% +3% +13% -2% +5%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2014 274.699.57 258.076.82 329.002.89 324.290.45 340.828.76 305.453.24 217.443.91 198.798.76 386.044.76 388.651.37 365.766.11 377.253.86
2015 261.117.60 242.132.46 345.302.01 309.165.85 323.855.68 320.478.10 224.697.73 224.269.43 379.500.32 406.633.46
0
50.000.000
100.000.000
150.000.000
200.000.000
250.000.000
300.000.000
350.000.000
400.000.000
450.000.000

4. Media Mix
Top 3 in 2015 ?
• Television (41%), Daily Press (22%) and Radio (14%).
Evolutions in % points ?
• Increase for TV (+2,9%) & OOH (+0,3%).
• at the expense of Internet (-0,8%), Dailies (-0,8%), Free Sheets (-0,6%),
Magazines (-0,4%), Radio (-0,4%) and Cinema (-0,1%).
Source : Nielsen, Gross Investments, Adstat, JAN-OCT 2014 & 2015.
22% 22%
7% 6%
3% 2%
38% 41%
14% 14%
1% 1%
9% 9%
6% 5%
YTD 2014 YTD 2015
Internet
Outdoor
Cinema
Radio
TV
Free Sheets
Magazines
Daily Press

5.  -6% global decrease in 2015 vs 2014 but stability of the
 TV & Dailies have the biggest share of investments. investments
• Increase of investments for TV (+8%) & Outdoor (+4%).
• Heavy decrease of investments for Free sheet (-18%) & Internet (-13%).
TV & Dailies are still the most invested media
Source : Nielsen, Gross Investments, Adstat, JAN-OCT 2014 & 2015.
Media YTD 2014 YTD 2015 2015 vs 2014
TV 1.139.631.498 1.232.977.417 +8%
Daily Press 677.103.786 654.726.184 -3%
Radio 425.099.372 414.143.206 -3%
Outdoor 262.646.436 272.287.776 +4%
Magazines 208.974.023 196.813.936 -6%
Internet 188.175.101 163.545.628 -13%
Free Sheets 92.149.989 75.378.999 -18%
Cinema 29.510.366 27.279.543 -8%
Grand Total 3.023.290.572 3.037.152.689 +0,5%

6. Seasonality
In October 2015
vs 2014, all media
are down except
TV (+10%), Radio
(+7%), Daily Press
(+7%) and Outdoor
(+5%).
Source : Nielsen, Gross Investments, Media evolution in %, Adstat, JAN-OCT 2014 & 2015.
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Daily Press
Magazines
Free Sheets
TV
Radio
Cinema
and Oou
Internet
Grand Total

7. Top 10 economic groups
+7% +7%-1%-4% -5% +22% -0%+13%+4% -8%
• Top 3 : Culture, Retail & Food.
• Noticeable increase for Home-Office Care (+22%) & Home-Office Equipment (+13%).
• Important decrease for Services (-8%).
Source : Nielsen, Gross Investments, Adstat, JAN-OCT 2014 & 2015.
Culture, Tourism,
Leisure & Sports
Retail Food Services Transport Beauty - Hygiene Telecom
Home - Office
Equipment
Home - Office
Care
Health -
Wellbeing
YTD 2014 780.076.934 500.291.751 373.539.637 357.537.279 329.918.662 182.537.350 152.740.221 121.960.034 67.880.683 66.126.608
YTD 2015 747.909.858 518.665.408 398.565.941 327.756.511 326.538.259 195.468.452 144.833.529 137.560.346 82.556.482 66.069.473
0
100.000.000
200.000.000
300.000.000
400.000.000
500.000.000
600.000.000
700.000.000
800.000.000
900.000.000

8. Top 10 advertisers
 -6% global decrease in 2015 vs 2014 but stability of the mediamix.
 TV & Dailies have the biggest share of investments. All media suffered decreasing
investments
• Procter&Gamble at the top 10 !
• Positive trend for Procter&Gamble (+23%), Colruyt (+16%), Reckitt&Benckiser (+13%), Mediahuis
(+12%), Unilever (+10%), Daimler Benz (+6%), De Persgroep (+4%) and D’Ieteren Auto (+1%).
• Coca-Cola (-3%) and Proximus (-2%) decreased their investments over that period.
Source : Nielsen, Gross Investments, Adstat, JAN-OCT 2014 & 2015.
Proximus and Belgacom investments were cumulated.
Mediahuis, Concentra & Corelio were cumulated.
Reckitt & Benckiser Homecare & Healthcare were cumulated.
+13% -2%-3%+23% +12% +4%+16%+10% +1%
PROCTER &
GAMBLE
UNILEVER BE
RECKITT &
BENCKISER
D'IETEREN
AUTO
COCA-COLA
BE
PROXIMUS MEDIAHUIS COLRUYT
DE
PERSGROEP
DAIMLER
BENZ
YTD 2014 63.685.312 60.427.321 53.538.368 53.197.289 54.542.227 51.192.269 39.253.079 25.472.379 26.316.054 25.110.242
YTD 2015 78.412.351 66.212.205 60.380.237 53.737.761 52.884.760 49.931.963 44.036.744 29.540.174 27.309.137 26.492.651
0
10.000.000
20.000.000
30.000.000
40.000.000
50.000.000
60.000.000
70.000.000
80.000.000
90.000.000
+6%

9. Top 10 brands
 -6% global decrease in 2015 vs 2014 but stability of the mediamix.
 TV & Dailies have the biggest share of investments. All media suffered decreasing
investments
• Proximus leading the top 10 !
• Positive trend for Coca-Cola (+32%), Colruyt (+17%), VW (+5%) and Mobistar (+4%).
• Negative trend for Proximus (-20%), Voo (-5%), Lidl (-4%), Renault (-2%), Mercedes-Benz (-2%)
and Telenet (-2%).
Source : Nielsen, Gross Investments, Adstat, JAN-OCT 2014 & 2015.
+4% -2%+5%-20% -2% -2% -4%-5%+17% +32%
PROXIMUS COLRUYT MOBISTAR COCA-COLA VW TELENET
MERCEDES -
BENZ
VOO RENAULT LIDL
YTD 2014 38.670.479 22.248.965 22.542.630 17.218.496 20.926.664 22.151.553 21.721.435 21.586.221 19.061.082 19.029.047
YTD 2015 31.007.697 26.023.669 23.443.955 22.650.169 22.071.620 21.776.817 21.264.799 20.563.110 18.627.237 18.172.896
0
5.000.000
10.000.000
15.000.000
20.000.000
25.000.000
30.000.000
35.000.000
40.000.000
45.000.000

10. THANK YOU
Any questions ? 2MVDC.belgium@havasmedia.com