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Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
Dutch media landscape 2013 Q3 update by Starcom
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Dutch media landscape 2013 Q3 update by Starcom

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An overview of the Dutch media landscape, which we will update every quarter

An overview of the Dutch media landscape, which we will update every quarter

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  • 1. STARCOM Media Landscape 2013 Q3 Update The Netherlands
  • 2. CONTENT THE NETHERLANDS – GENERAL STATS & FIGURES OVERALL TRENDS & RANKINGS MEDIA SPEND TIME SPEND ANALYSIS MEDIA TRENDS INCL. MULTI SCREEN TELEVISION RADIO DIGITAL PRINT OUTDOOR CINEMA
  • 3. THE NETHERLANDS GENERAL STATS & FIGURES
  • 4. Dutch population is growing and getting older, with the number of 1-person households increasing Population (in ‘000s) 17.000 16.193 + 3.21% since 2003 16.000 15.500 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Average age 41 40 39 38 38,6 38,7 39,0 39,2 39,5 39,7 39,9 40,1 40,3 40,6 40,8 2,28 8.000 2,20 6.000 4.751 4.612 4.000 2.000 2.762 2.384 0 2,4 2,2 2,0 1,8 1,6 1,4 1,2 1,0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 + 4.62% since 2003 37 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: CBS, Statline , September 2013 (NB: 2013 figures for HH size haven’t been published yet) Single person household Average no. of people in HH Multiple person household Average no. of people in HH Household size Number of HH (in ‘000s) 16.500 16.730
  • 5. Due to stagnant disposable household income, consumer confidence remains low Annual disposable HH income 34 32,6 30 28 33,1 33,3 33,2 33,1 33,2 30,6 28,3 29,0 29,4 26 24 Consumer confidence 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Despite the economic crisis, disposable HH income hasn’t actually declined but remained stable Difference % positive and negative answers € (in ‘000s) 32 30 20 10 0 -10 -20 -30 -40 -50 2007 Jan 2008 Jan 2009 Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan Source: CBS, Statline , March 2013 (NB: 2013 figures for disposable HH income haven’t been published yet)
  • 6. The effects of the difficult economic climate also continue to be felt in the Netherlands KEY ECONOMIC INDICATORS NL 2011 2012 2013 2014 Inflation 2.3% 2.5% 2.75% 2% Economic growth 0.9% -1.2% -1.25% 0.5% Purchasing power* -1.0% -2.4% -1.25% -0.5% Unemployed (in ‘000s) 389 469 615 685 Unemployment % 4.4% 5.3% 7.0% 7.5% Source: CPB, Kerngegevenstabel 2011-2014, September 2013 (* Median all households)
  • 7. Varied media landscape, with large number of different media titles/channels/stations, especially amongst magazines Media types National Regional/Local Others Television channels 3 public 20 commercial 54 Digital commercial channels: 19 Radio stations 7 public 9 commercial 13 public 16 commercial Newspapers Newspapers titles 9 (incl. 2 freesheets) 18 Magazine titles 231 consumer magazine titles 75 trade magazine titles owners) Cinemas (# of media owners) 1 1 owners) Outdoor (# of media owners) 10 1 Source: Nielsen, 2013 YTD, data run off 30th September 2013; Retriever Home-delivered (weekly) freesheets (HaH-Bladen): 1,177 Digital screens: 4
  • 8. OVERALL TRENDS & RANKINGS
  • 9. SoLoMo is the future Social So Social media connects people worldwide with events, activities and each other Local Lo Mobile Mo Increasing ability for brands and organizations to respond to people’s whereabouts and out-ofhome activities Mobile technology makes it possible to reach people anywhere, anytime
  • 10. 10 crucial consumer trends for 2013 “Consumers are becoming more involved in the financing and development of new products and brands” “Show off the new 'it' cultures” “Emerging markets that serve other emerging markets. Worldwide” “Consumers wish 'useful' or even profitable data” Source: trendwatching.nl, 10 crucial consumer trends for 2013 “Multitasking shall be hypertasking: 2013 becomes the year of micro convenience, mini digital experiences and digital snacks” “The time has come for products that also give back” “Apps are the new drug” “Local production is the new service economy” “Not only transparent, but also open, exposed and proud ;-) “ “Brands will ask contribution of their customers”
  • 11. Local Dutch brands have the highest “share of mind” amongst Dutch consumers No. 1 No. 2 No. 3 Source: EURIB Top 100 Indispensable Brands of 2012 (EURIB Top 100 Onmisbare Merken van 2012), n=1,005
  • 12. MEDIA SPEND
  • 13. Gross media spend € millions Gross media spend relatively stable, with a small YoY decline in 2012 9.000 +4% YoY 8.000 +2% YoY 2010 2011 -3% YoY 7.000 6.000 5.000 4.000 3.000 2.000 1.000 0 2009 Source: Nielsen, 2009 – 2013 YTD, data run off on 26th September 2013 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) 2012 2013 YTD
  • 14. Media spend vs. industry spend Gross investment business sector Source: Nielsen Annual Net Media Spend Report 2012 Net Media Spend Dip in net media spend mirrors industry decline Spend data as reported by buying managers
  • 15. FMCG, retail and telecom dominate the top Dutch advertisers No. Advertiser 1 2 3 4 5 6 7 8 9 10 Unilever Kruidvat KPN Lidl Albert Heijn Vodafone Reckitt Benckiser Kras Procter & Gamble C1000 Category FMCG Retail Telecom Retail Retail Telecom FMCG Travel FMCG Retail Source: Nielsen, 2009 – 2012 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) Gross spend in € 2013 YTD 147.270.121 73.304.331 67.443.591 58.721.185 55.650.696 54.106.526 44.888.327 43.907.999 42.578.192 41.326.451
  • 16. No. Brand 1 2 3 4 5 6 7 8 9 10 Kruidvat Lidl KPN Albert Heijn Kras C1000 Corendon McDonalds Ziggo Telfort Category Retail Retail Telecom Retail Travel Retail Travel Fast Food Telecom Telecom Gross spend in € 2013 YTD 64.244.532 58.721.185 55.790.320 53.703.696 43.907.999 41.326.451 39.040.490 37.832.350 37.295.760 28.233.194 Overall, retail stores dominate, with 4 retail brands amongst the top 10. Telecom is next, with 3, followed by travel with 2. Source: MediaXim, 2012 jan-dec, excluding Internet, Direct Mail/Door Drops and Trade magazines When looking at individual brand level, retailer Kruidvat comes out top
  • 17. TV still claims the largest share of gross media spend Media mix 100% Trade press 90% 80% TV 41% 44% 44% 43% 43% Sponsored Magazines 70% Radio 60% Consumer Magazines 50% 40% 30% 20% 10% 7% 6% 5% 7% 15% 8% 8% 8% 9% Out Of Home 6% 5% 6% 5% 5% 6% 5% 6% Door Drops 7% 7% 7% 7% 6% 7% 6% 5% 5% 12% 8% 14% 15% 15% 16% 17% 2009 2010 2011 2012 2013 YTD 0% Source: Nielsen, 2009 – 2013 YTD, data run off on 26th September 2013 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) Internet (Online Display) Direct Mail Newspapers Cinema
  • 18. Gross media spend per medium type across time € millions 2009 2010 2011 2012 4.000 3.500 3.000 2.500 2.000 1.500 1.000 500 0 Source: Nielsen, 2009 – 2012 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) Afters years of growth, TV spend declined in 2012. DM spends continued to decrease YoY, whilst Online Display showed a strong increase.
  • 19. Internet spend is still steadily increasing YoY. Most of that increase can be attributed to higher spend behind search. Total internet net spend 22% 19% 1.000 25% 20% 16% 15% 600 400 € 790 € 954 € 1.068 € 1.158 10% 1.200 € millions € millions 25% 1.200 1.400 30% % of total net ad spend Total internet net spend Share of internet spend (of all net spend) 1.400 800 Internet net spend per type 1.000 202 192 800 175 600 205 302 336 400 5% 200 0 0% 410 530 2009 200 460 2010 2011 195 338 625 0 2009 2010 2011 2012 Classifieds, Directories, Listings Source: Nielsen Annual Net Media Spend Reports 2010, 2011 and 2012. “Classifieds, Directories, Listings” contains spend on peer-to-peer/2nd hand online shopping sites (e.g. Marktplaats/Ebay) or Yellow Pages-type online directories (e.g. Telefoongids) Display 2012 Search
  • 20. Forecast net spend Forecast net spend Change (%) to previous year € millions 4.000 4% 3.967 3.900 3.965 3.935 2% 1,0% 0,8% 0% 3.919 3.884 3,3% 0,0% -2% 3.882 1,2% -2,1% -4% 3.800 2010 2011 2012 2013 2014 2015 Net spend per medium type 1.400 1.200 2010 1.000 € millions The first growth in media spend is not expected by agencies until 2014 2011 800 2012 600 2013 400 2014 200 2015 0 Newspapers Magazines TV Radio Cinema Outdoor Internet Source: ZOG Adspend Forecast Netherlands - December 2012 (2010-2011 based on agency estimates, 2012-2015 based on agency forecasts) Growth in spend due to increasing levels of internet spend
  • 21. Sponsor spend by sponsor activity 2011 €250 2012 €200 € millions There was a small increase in sponsor spend in 2012 vs 2011. Only the ‘Arts, Culture and Entertainment’ category saw spend decrease. €150 €100 €50 €0 78% 78% Sport 12% 5% 11% Arts, Culture & Entertainment 5% 6% Charities 6% Media 2011 Total sponsor spend Average sponsor spend (per brand) 2012 Index € 261.190.000 € 262.690.000 101 € 5.200.000 € 5.253.800 101 Source: SponsorMonitor 2012 & 2013 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.
  • 22. Sponsor spend per product category 100 2010 2011 2012 € millions 80 60 40 20 0 Finance, Beer and Accountancy have been reducing their sponsorship spend Year-on-Year, with Insurance, Energy, Telecom and Tour Operators increasing spend Whilst on an aggregate level, sponsor spend doesn’t seem to have changed much year-on-year, underlying changes become apparent when looking at spend by product category. Source: SponsorMonitor 2012 & 2013 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.
  • 23. No. Brand 1 2 3 4 5 6 7 8 9 10 Rabobank Nike AEGON ABN AMRO adidas Philips KPN Heineken Nederland Amstel VriendenLoterij Gross sponsor spend in € 2012 € 50.000.000 € 15.000.000 € 12.710.000 € 10.700.000 € 10.250.000 € 9.300.000 € 9.125.000 € 8.850.000 € 8.425.000 € 8.050.000 Rabobank, Nike and AEGON have been the top sponsors for several years Source: SponsorMonitor 2013 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.
  • 24. TIME SPEND ANALYSIS
  • 25. Compared to 2010, time spend on main activities shows little change Main activities 2010 2012 3,8 3,9 Leisure time 6,9 6,9 Media 11 11,8 Sleeping and personal care Housekeeping, grocery and providing care (for children/elderly) 3,4 3,5 Work and study 3,6 3,5 1,2 1,1 On the go 0 Source: TBO 2012 and TBO 2010, based on all adults aged 20-65 2 4 6 Hours per day 8 10 12 14
  • 26. Time spend on working Total NL Total working NL 10 +0.3 hours since 2006 8 Hours per day Overall, less time spent on working, but those who have a job are working more hours per day 7,8 7,6 7,9 7,8 6 -0.2 hours since 2006 4 3,4 3,3 3,2 3,2 2 0 2006 Source: TBO 2012 and TBO 2010, based on all adults aged 20-65 2008 2010 2012
  • 27. Media consumption is high throughout the day but shows strongest peak in the evening. Between 9 and 10 PM 45-60 minutes are spent on media. Main activities on an average weekday Media Sleeping, eating and personal care 1:04:48 0:57:36 Minutes 0:50:24 0:43:12 0:36:00 0:28:48 0:21:36 0:14:24 0:07:12 0:00:00 Source: TBO 2012, based on all adults aged 20-65 Housekeeping Work and study Leisure time
  • 28. During the day, online and radio are most popular media activities. In the evening TV is taking over from radio, but online consumption remains high. Media activities on an average weekday Watching TV Radio Internet Social media Online video Newspaper Magazine 0:36:00 During the day Minutes 0:28:48 0:21:36 0:14:24 0:07:12 0:00:00 Source: TBO 2012, based on all adults aged 20-65 ONLINE & RADIO In the evening TV & ONLINE Door drop
  • 29. Although general online usage (i.e. internet/email) while watching TV decreased in time spend, using social media became an important side activity Activities while watching TV 2010 2012 Eating 15% 12% E-mail 5% Social media 6% 4% Sleeping / lying in bed 4% Online 4% 4% 4% Cooking 5% 5% 3% 3% Taking care of kids 0% 2% 4% 6% 8% 10% 12% 14% Source: TBO 2012 and TBO 2010, based on all adults aged 20-65. NB: No comparison with 2010 for “Social media” as this was only added to the survey in 2012. 16%
  • 30. MEDIA TRENDS, INCL. MULTI SCREEN
  • 31. Tablet and smartphone ownership still rising, whilst purchase intent for tablets is stable. 20Device ownership & purchase intent amongst 20-65 year olds 2011-I 2011-II 80% 2011-II 2012-I 2012-I 2012-II 70% 68% 67% 66% 60% 50% 53% 47% 40% 40% 30% 0% 27% 25% 24% 26% 20% 10% 47% 21% 7% 8% 7% Purchase intent - Tablet 12% Ownership - Tablet Ownership - Smartphone (proxy)* Ownership - Smartphone Mobile phone/smartphone Prepaid Mobile phone/smartphone Subcription Source: NPDM 2011-I 2011-II; 2011-II 2012-II and 2012-I 2012-II *Because NPDM 2011-I/2011-II and 2011-II/2012-I didn't include a separate question about ‘smartphone ownership’, we created a proxy variable based on specific mobile phone activities (Use of Internet, Email, Watching TV, GPS, Downlaoding Apps or Mobile payment). Since 2012-I/2012-II ‘smartphone ownership’ is available as a separate variable. To avoid a change in trend both variables are shown. Interestingly, claimed ownership is lower than actual penetration (due to consumer confusion around the term ‘smartphone’).
  • 32. 92% of Dutch households have internet access at home. For almost all locations the internet penetration has increased YoY. Internet access by location 2011 100% 80% 2012 90% 92% 60% 40% 44% 45% 26% 29% 20% 0% Source: Media Standard Survey 2012 (n = 5,100), Base = Total NL 13+ 13% 12% 28% 4% 5% 20% 5% 4% 8% 7%
  • 33. Place of access by medium type At 92% internet access at 100% home is very high. Radio and internet popular on the go via smartphones. Internet 80% 60% 40% 20% 0% Source: Media Standard Survey 2012 (n = 5,100), Base = Total NL 13+, (* location isn’t asked for each medium type) Radio TV
  • 34. Watching TV still most popular via traditional TV set, but also occurs a lot via PC/Laptop (34%). Internet use via mobiles is also very popular (37%). Device use per medium type 100% 80% Internet 60% 40% 34% 37% 20% 0% Source: Media Standard Survey 2012 (n = 5,100), Base = Total NL 13+, (* device isn’t asked for each medium type) TV Newspaper Magazines
  • 35. Tablet and smartphone ownership still increasing. Desktop ownership highest among 50-64 year olds, with younger generations more likely to own a laptop. Tablet ownership highest amongst 35-49 year olds, whilst smartphone ownership highest in the youngest age group. Historical development: smartphone ownership Device ownership by age population) (among online population) 20112011-2012 8 million users 70% 60% 65% 58% 50% 40% 30% 39% 45% 48% December 2011 June 2012 20% 10% 0% June 2011 December 2012 Source: Trends in Digital Media, GfK Intomart, June 2013 Base: online population 13+ (N=1,005) June 2013 Source: Moving Pictures: second screen and screen preference, SKO January 2013, base: total 13+
  • 36. Also tablet ownership is still rising, with 1.3 million new users in 1st HY 2013. Purchase intent is now decreasing. Historical development: tablet ownership and purchase intent (online population) 5.6 million users 50% 44% 40% 34% 30% 20% 23% 0% 14% 14% 10% 14% 14% 14% 11% 6% Own a Tablet/iPad June 2011 December 2011 Intention to purchase Tablet/iPad June 2012 Source: Trends in Digital Media, GFK Intomart, Dec 2011, Dec 2012 and Jun 2013; base: online population 13+ (N=1,005) December 2012 June 2013
  • 37. Second screen definition SECOND SCREEN Use of other screen (smartphone, tablet, laptop) while watching TV TO INTERACT WITH TV PROGRAM TO DO OTHER STUFF
  • 38. Use at least one device during watching TV Using other devices while watching TV is getting popular. Smartphone most popular to use, especially within the younger target audiences. Tablets usage starts from 20 year olds. 35% 65% Use computer, tablet or smartphone while watching TV No usage Source: Moving Pictures: second screen and screen preference, SKO June 2012 Base: internet surfers 13+ Use mobile device during watching TV Smartphone Tablet Desktop Laptop All devices 100% 80% 60% 40% 86% 84% 91% 90% 83% 74% 65% 46% 20% 40% 90% 83% 76% 75% 70% 43% 77% 64% 59% 67% 69% 58% 44% 44% 42% 25% 0% 13-19 20-34 Source: SPOT TV Annual report 2012, base: people that owns a device 35-49 50-64 65+
  • 39. 2020-49 Year Olds Watch TV (Live) Social media Munites per day 0:36:00 0:28:48 0:21:36 0:14:24 0:07:12 0:00:00 1313-19 Year Olds 0:36:00 0:28:48 0:21:36 0:14:24 0:07:12 0:00:00 Minutes per day 6-12 Year Olds Minutes per day 0:36:00 0:28:48 0:21:36 0:14:24 0:07:12 0:00:00 Minutes per day TV and online go well together during prime time. The total time spent on tablets and phones is still relatively low compared to TV. Within 13-19 year olds, social media activity while watching TV seems higher compared to the other target audiences. 0:36:00 0:28:48 0:21:36 0:14:24 0:07:12 0:00:00 Internet* - via phone/smartphone 5050-65 Year Olds Internet* - via Tablet Internet* - via computer/laptop Source: TBO 2012 (* watch TV, Non-Linear viewing, listen to radio, watch video, read newspaper, read magazine, read door-drop, e-mail, social media, website visiting and gaming)
  • 40. Demographic profile of second screen users “Sometimes use a device while watching TV” Men Women Low Middle High SECOND SCREEN USER PROFILE Male Young Highly educated Owns multiple devices Heavy internet user Lives in highly urban area Source: Moving Pictures: second screen and screen preference, SKO June 2012, base: internet surfers 13+ who own a device
  • 41. Social media use while watching TV still low. Most ‘second screen activity’ is general browsing, emails etc. MultiMulti-tasking Reason for using device while watching TV Checking TV guide Email, surfing, online banking Checking comments of others about TV show Checking background information Other Social media MultiMulti-tasking ProgrammeProgramme-related Source: Moving Pictures: second screen and screen preference, SKO June 2012, base: internet surfers 13+ who own a device and use it while watching TV
  • 42. Example of media owners jumping onto the second screen bandwagon: launch of the STER EXTRA APP An app to interact online with TV commercials broadcast on the public TV channels 56,609 downloads on tablet since September 2012 Since April 2013 also available for smartphones 18,000 unique visitors per month, with on average 12.2 clicks per break Campaigns: Bol.com, ANWB, Shrek the Musical
  • 43. Thinkbox ‘Screen life’ UK research “Interaction: Multi-screening enhances enjoyment through increased interaction. TV is a key driver of multi-screening behavior online” “Word of Mouth: Multi-screening drives WOM online and drives live viewing” “Commercial Opportunity: There is huge but largely untapped potential for broadcasters and advertisers. Multiscreening does not affect attention adversely and no effect on brand recognition” THE STUDY 1,000 UK adults filled in a survey. 50 household were monitored about their online, social media, text and messenger activity. 1,200 hours of footage (in households). “Greater exposure to ads when multi40 hours of depth interviews. screening. More people that multi-screen 74 adults observed trough lab study. stay in the room/don’t change the channel” 1,000 UK adults filled in a second survey. “Multi screening did not influence ad recognition” Source: Thinkbox – Screen life: The view form the sofa, November 2012
  • 44. TELEVISION
  • 45. SKO AUDIENCE MEASUREMENT IN THE NETHERLANDS ‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the Netherlands. SKO is a non-profit organization, organized as a Joint Industry Committee (JIC). The television audience measurement provides information on how many people watched a program, when they watched and what their characteristics are. Viewing data is collected second-by-second by means of a metering system system. Ratings are reported minute-by-minute for channels received in the Netherlands independent of the way their signal is distributed. Source: www.kijkonderzoek.nl, 8th of July 2013
  • 46. SKO METHODOLOGY & STRATEGY The core of the audience measurement is the common currency (total viewing). The measurement includes guest viewing in the panel households and time shifted viewing (on the day of broadcast and the six days that follow). SKO also investigates new ways of viewing via so-called ‘satellites’ studies that are conducted alongside the currency measurement. This approach allows SKO to measure new forms of viewing behaviour (i.e. online video) without influencing the core currency data. In 2013 SKO started a test with so-called Set-Top Box data (also called Return Path data). The aim is to find out if (and how) STB data can added to the Dutch TV ratings in the future to provide more granular data than via a household sample alone. Source: www.kijkonderzoek.nl, 8th of July 2013
  • 47. DUTCH TV CHANNELS, WITH ADVERTISING POSSIBILITIES (I/II) STER (Dutch Government) Note: Ned 3 and Zapp share a channel RTL Note: RTL 7 and RTL Z share a channel; RTL Lounge and RTL Crime are paid (digital) channels SBS Broadcasting 54 regional channels Source: retriever.nl, September 2013
  • 48. DUTCH TV CHANNELS, WITH ADVERTISING POSSIBILITIES (II/II) The Walt Disney Company Benelux Note: share a channel with Veronica Triade Media Note: mostly paid (digital) channels BE VIACOM Note: all Nick channels share one channel. Discovery Networks Benelux FOX International Channels Benelux Note: mostly paid (digital) channels, except FOX, 24 Kitchen and National Geographic Source: retriever.nl, September 2013
  • 49. US PAY-TV CHANNEL HBO NOW ALSO ACTIVE IN DUTCH MARKET All three main cable operators offer the possibility to subscribe to HBO GO HBO GO is an American network, including three channels with films, series and documentaries. Aside from the three TV channels, all content is available via on-demand services of the cable operators. However, to date HBO remains advertising free.
  • 50. FOX START NEW CHANNEL IN THE NETHERLANDS FOX has taken over the TV rights for broadcasting the Dutch soccer competition (Eredivisie). As of 19th August 2013 the digital pay-TV channel ‘Eredivisie Live’ has changed to ‘FOX Sports’. The TV channel remains a pay-TV channel. Aside from the sports channel, FOX also launched a general digital channel with series, films and sport programs. This channel won’t be a pay-TV channel and will be included in the basic TV package.
  • 51. Due to Ned 1 the market share of the public broadcaster (STER) has declined to 36%. STER still has the biggest share. Both RTL as SBS shown a little increase in 2013. Also the hard disk recorder, Discovery, Comedy Central and TLC is increasing there share. 1Main channels (no. 1-12) 30% 2012 (Jan-August) 2013 (Jan - August) +35% 3,9% 3,7% 5,0% 5,2% 2,1% 2,3% 9,3% 9,1% 3,4% 4,3% 4,4% 4,5% 2,3% 3,1% 7,8% 7,6% 6,2% 6,6% 10% 0% 39.0% +38% +11% 1% 0% 36.0% STER 27.7% 28.3% 17.1% RTL 17,8% SBS Source: SKO 2012, Jan-Aug & 2013 Jan-Aug, 18.00-24.00, based on all adults 13 + -27% +40% 0,8% 1,1% 0,9% 1,0% 1,1% 0,8% 0,8% 0,8% 0,5% 0,7% 0,6% 0,6% 0,4% 0,4% 0,6% 0,4% 0,4% 0,4% 0,3% 0,4% 0,3% 0,3% +26% 2% 1,5% 1,4% 15% 5% Market Share (%) +2% 16,7% 17,1% 20% 2013 (Jan - August) -13% 25,0% 21,8% Market Share (%) 25% 2012 (Jan-August) Other channels (no. 13 – 28) 3% -33%
  • 52. Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile. Female Old Young Male Source: SKO data, run off via TV report. Based on Jan-Aug 2013, timeslot 2:00-25:59, all adults 13+
  • 53. DUTCH TV PROVIDERS Three main TV providers: Ziggo (cable), UPC (cable) & KPN (ADSL) In addition to the three big providers, there are a few smaller operators. Most operators offer a triple-play package (internet, telephony and TV). The cable companies in the Netherlands have a restricted geographical area where they may operate. Because of that, Ziggo and UPC aren’t direct competitors. For the ADSL market there are no geographical restrictions. Dutch legislation requires providers to transmit about 15 analogue channels. The TV ratings are measured by SKO. SKO measures about 100 channels, of which 41 digital channel are reported separately. Basic subscription Extensions of basic digital subscription High Definition Extra digital Digital TV Large digital subscription** Total offered channels digital channels subscription** 80* 27* 155 202 202 UPC 67 105 139 139 Ziggo 71 115 201 201 KPN * offered as additional subscription at UPC. At Ziggo and KPN these options are included in the basic subscription ** the extended subscriptions include the TV channels from basic subscription Analogue only 32 Source: ziggo.nl; upc.nl; knp.nl; sko.nl, data collected in June 2012
  • 54. TV TRENDS AND DEVELOPMENTS – I 98% 1.7 Households with TV Average # of TVs per household Source: SKO TV in Netherlands 2012 0.4% 71% 2.3% 76% 3D TV ownership 2011 vs. 2012 Digital TV reception 2011 vs. 2012
  • 55. TV TRENDS AND DEVELOPMENTS – II Average viewing time per day (6+) in 2012: 196 minutes (+ 2.3%*) Total viewing time 11% of Dutch households have TV with internet access (+3%*). Expectation: within three years 50% Source: SPOT TV Annual Report 2012, Media Standaard Survey 2012, (*compared to 2011) 250 2009 2012 200 Minutes Watching linear TV is still the norm. Catchup TV now 3.2% of total viewing time (+ 0.3%*) 150 100 50 0 4-12 12-19 20-29 30-39 40-49 50-59 Source: SKO, 2009 & 2012
  • 56. TV TRENDS AND DEVELOPMENTS – III Watching live TV – per device 2011 100% 90% 2012 98,0% 98,0% 80% 70% 60% 50% 40% 30% 20% 10% 2,0% 0% TV 1,3% Computer Source: SPOT Annual Report 2012 (based on all adults) 0,7% 0,5% Tablet 0,5% 0,4% Smartphone Although the three main cable operators offer more opportunities to watch live TV (Laptop, Tablet, Smartphone), we haven’t yet seen a big shift in devices that are used.
  • 57. TV TRENDS AND DEVELOPMENTS – IV Advertisement TV manufacturers are starting to monetize the available space in the Smart TV menus. Smartclip is a company that provides advertising technology for Samsung, LG and Philips Smart TVs. Ads can be bought on a CPM basis. Source: Emerce 17th june 2013, via www.emerce.nl
  • 58. VIDEO ON DEMAND
  • 59. VIDEO ON DEMAND TV screen, Laptop, Tablet and/or Smartphone. 3.2% of total viewing time is non-linear via TV screen. Broadcast via non-traditional broadcasters (i.e. Netflix, Youtube, etc) DEFINITIONS Non-linear TV-viewing (broadcast by traditional broadcasters, i.e. RTL, SBS and Ster) nonTwo options for non-linear TV viewing: On TV screen (set-top box with hard disk or hard disk-, video- or DVD recorder) Non-linear TV viewing within 6 days of programming is added to the regular TV viewing ratings. 40% of non-linear TV viewing is on the same day; 28% is watched the day after the original broadcast Online (Laptop/Tablet) Via a SKO satellite project (WEB –TV) limited rating data is available. No ratings for advertising yet, only for programs (i.e. number of stream starts, number of viewers, % viewers, number of average active streams, player used). SKO’s ambition: In the end, to measure total Video on Demand (added to regular ratings) Source: SPOT TV Annual Report 2012, Source: SPOT TV Annual Report 2011.
  • 60. nonAverage minutes per day on non-linear viewing Online vs TV screen Online Monthly reach non-linear viewing nonOn TV screen TV Screen Source: SPOT Annual Report 2012 Youngest target audience (13-19) has an almost equal time spend for non-linear viewing via TV screen and online. Source: Brochure Web-TV Samenwerking STIR 2009-2012 nonMonthly reach non-linear viewing Online For all target audiences, the monthly reach for non-linear viewing via TV screens is increasing. More and more people have devices with non-linear viewing TV capabilities. For almost all target audiences, monthly reach of non-linear viewing via online is stable across the last few years. Only amongst the youngest target audience (13-19) is monthly reach still increasing. Source: Brochure Web-TV Samenwerking STIR 2009-2012
  • 61. MAIN PLAYERS Harddisk recorder ‘TRADITIONAL’ NONLINEAR VIEWING ‘RTL XL’ & ‘SBS Gemist’ (Laptop, Smartphone, Tablet, Smart TV). A selection of TV content from the RTL/SBS channels. Also includes previews of shows and a selection of movies and series (mostly paid content). RTL is experimenting with subscription instead of pay-per-view. ‘Uitzending Gemist’ (NPO) TV content from all the public TV channels.
  • 62. MAIN PLAYERS NONTRADITIONAL Pathe Thuis (Pathe at Home). Cinema media owner Pathe developed a platform to watch movies at home (pay-per-movie). Available via Laptop, Tablet and Smart TV. Since September 2013 Netflix is active in the Dutch market. For €8.per month users have unlimited access to movies and series. Available via Laptop, Tablet and Smart TV. YouTube mostly has user-generated content. The first paid channels have already been introduced. Not yet in the Netherlands, but is likely that in the near future paid channels will also be launched in the Netherlands. Available via Laptop, Tablet, Smartphone and Smart TV. Videoland was once the biggest offline movie rental company in the Netherlands. They now offer a lot of on-demand movies (pay-permovie). Available via Laptop. In August 2013 RTL took over Videoland ideoland.
  • 63. NETFLIX Source: Wakoopa blog 17/09/20113 via blog.wakoopa.com (n= 4.746) To keep outperforming the Pirate Bay Proxies the content of Netflix will be crucial. However, critics were quick to point out how limited the Netflix library in the Netherlands is. The Netflix introduction in the Netherlands was supported by a massive online ad campaign. The unique website visitors to Netflix spiked after the introduction. The first month of subscription to Netflix is free. Of course the big question is how many subscribers will remain after the free month ends. 37% of 16-54 year olds are interested in VOD. Consumers are willing to pay € 4.76 p/m Source: Zenith, via fonkonline.nl 18/09/2013
  • 64. RADIO
  • 65. RADIO AUDIENCE MEASUREMENT National Luister Onderzoek (National Listening Research) Based on 7,500 respondents Since July 2012: use of Media Standard Survey for weighting Test with media watch (using audio-matching technique) Aim is to calculate radio reach per minute instead of per 15minute interval
  • 66. DUTCH RADIO STATIONS, WITH ADVERTISING POSSIBILITIES (I/II) STER *One Media Sales Sky Radio Group Q-Music NL FD Media Factory * One Media Sales is a new sales house: 538, SLAM!FM, Radio 10 and 100%NL have united their spot sales. This results in a weekly reach of 5.6 million listeners. Source: retriever.nl, September 2013 | http://www.adformatie.nl/nieuws/bericht/538-en-100-nl-doen-sales-samen-interview/
  • 67. DUTCH RADIO STATIONS, WITH ADVERTISING POSSIBILITIES (II/II) Flux Media Factory Note: Sales via E Power, but with national coverage Groot Nieuws Radio 94 regional stations 18 online stations Source: retriever.nl, September 2013 Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations
  • 68. Radio 538 still market leader. Also the sales house of local radio stations (ORN) is doing a good job. Both Sky Radio and Q-music have increased their share. Market share (%) Jan-July 2012 Source: NLO, Jan-July 2012 vs Jan-July 2013, 7:00-24:00, based on audience of 13+ (*Sales house for regional stations form the government; **Sales house for commercial stations; ***All small stations that aren’t included in NLO, i.e. online stations, foreign stations) 0,3% 0,3% 0,8% 0,7% 2,2% 1,8% 2,1% 1,9% 1,9% 1,9% 2,8% 2,5% 6,1% 5,9% 6,5% 6,0% 4,2% 4,1% 2,7% 2,7% 0,0% -8% 5,3% 5,3% 2,0% + 20% 7,1% 7,1% 4,0% -7% 6,2% 7,5% 6,0% + 16% 10,0% 9,3% 8,0% 9,8% 10,3% 10,0% 11,4% 11,5% 12,0% 11,4% 10,4% -8% + 5% 8,7% 10,1% 14,0% Jan-July 2013
  • 69. Clear difference in profile between the government-owned stations (older) and the commercial stations (younger) Old Female Male Source: NLO, Jan-July 2013, 7:00-24:00, based on listening ratings for 10+ Young
  • 70. ALL NATIONAL STATIONS ON DAB+; AWARENESS LEVEL IS STILL VERY LOW All commercial national radio stations are completely digital since 1st September 2013. Next to FM, these stations will also be aired on DAB+ (Digital Audio Broadcasting) In 2014, public broadcasting stations will also switch to DAB+ (already on DAB). DAB+ offers better, noise-free quality and extra possibilities like a pause-button. This opportunity makes radio more on-demand than before. 100% No idea 75% 50% 25% Only by name I know exactly what it is 0% Awareness DAB+ Source: http://www.emerce.nl/nieuws/commercile-landelijke-radiostations-november-dab?utm_source=rss&utm_medium=rss&utm_campaign=commercile-landelijke-radiostationsnovember-dab | Source: RAB Radioplatforms 2013, GfK Intomart, May 2013, base: internet population 13+ (N=5,001)
  • 71. Dec 2011 June 2012 Dec 2012 PC (Desktop) 32% 30% 29% Laptop/netbook 27% 25% 24% Smartphone 14% 15% 16% 4% 6% Listening to radio via PC and laptop is declining, whilst listening via smartphone or tablet is on the increase. 8% Tablet TV set-top box Source: Trends in Digital Media, GfK Intomart, December 2012, base: online population 13+ (N=854) 23% TV set-top boxes are a popular way of listening to the radio
  • 72. Use of platforms vs. use of platforms to listen to the radio Mobile/Smartphone 90% 15% Television/Digital settop box 84% 22% Stereo 60% Laptop/Notebook 76% 19% 74% 66% 65% Car radio Desktop computer 18% Alarm clock with radio 7% Portable radio Bathroom radio None of these Use platform to listen to RADIO 48% 8% Mediaplayer (iPod, MP3) Use platform 62% 28% Tablet 78% 43% 20% 36% 8% 6% 0% 2% 0% 50% 100% Source: RAB Radioplatforms 2013, GfK Intomart, May 2013, base: internet population 13+ (N=5001) Car radio is most used platform for listening radio
  • 73. Just like previous years, in 2013 most radio listening is done Duration of listening to the radio per platform Average # of hours per week 2009 2011 2013 via a stereo. However, Stereo 20.0 20.6 18.0 total listening time has Portable radio 10.1 10.1 10.5 decreased. Television/ digital settop box 6.9 8.9 7.7 Desktop computer 7.7 8.4 7.5 Car radio 7.4 7.2 6.2 Mediaplayer (iPod/MP3) 3.2 4.4 4.7 Mobile/Smartphone 3.2 3.9 3.9 Source: RAB Radioplatforms 2013, GfK Intomart, May 2013, base: internet population 13+ (N=5,001)
  • 74. Most smartphone, tablet and set-top box owners don’t use their device to listen to the radio. However, all devices seem to have a small group of committed listeners. Usage frequency for radio listening Almost every day (5 to 7 days a week) Several times a week (2 to 4 days a week) Once a week Less than one day a week Never Source: Trends in Digital Media, GfK Intomart, December 2012, base: online population 13+ who own a tablet and/or smartphone
  • 75. 1/3 listen to the radio on the internet; number seems to have stabilized since 2010 Listening to the radio on the internet 40% 32% 35% 28% 30% 25% 20% 23% 19% 15% 10% 5% 0% Source: Radio Basisondervraging NLO 2005-2012, base: total population 13+ 31% 34% 35% 36%
  • 76. STREAMING MUSIC Application-based (laptop & smartphone) music streaming service. Web-based music streaming service. Also available on smartphone (partner with telecom provider T-Mobile) Personalised radio station, introduced in 2012 by Sky Radio Group. Source: Spotify Spot advertising within playlist possible. Monthly average reach*: 0.5% (11,000 unique visitors) 2 million ‘free users’ 300K paid users Club Judge (online Party/Event platform) offers non-stop DJset via My Radio Monthly average reach*: 0.7% (15,000 unique visitors) Source: comScore, TA: 15-24 year olds, Dec 2012-Feb 2013 Source: comScore, TA: 15-24 year olds, Dec 2012-Feb 2013
  • 77. DIGITAL
  • 78. STIR stops as the official audience measurement currency in the Netherlands STIR was the primary provider of the official audience ratings for online in the Netherlands. As of June 2013, the Joint Industry Committee (JIC) has stopped measuring reach figures of websites. As the market needs objective audience measurement data for digital media, the media agencies’ industry association, PMA, is now in discussions with several research agencies to find a successor for STIR. Current expectation is that a replacement will be available before the end of the year. Until then we’ll be working with comScore data. Source: www.stir.nl, 25th September 2013
  • 79. The Netherlands has the 3rd highest internet penetration worldwide. Only Iceland and Norway have higher penetration levels. Internet penetration in 2012 95% 94% 92% 91% 90% 89% 86% 80% 77% 77% 77% 75% 74% 73% 73% 72% 70% 68% 65% 65% 62% 61% 59% 55% 54% 53% 50% 49% 45% 42% 39% 38% 36% 24% 21% 18% 7% Iceland Norway Netherlands Sweden Denmark Finland New Zealand Austria South Korea Ireland Canada Japan United States Czech Republic United Kingdom Slovenia Australia Germany Lithuania Poland Spain France Hungary Portugal Chile Greece Argentina Italy Russia Turkey Brazil China Mexico Thailand South Africa Indonesia Pakistan India 9% Source: eMarketer Global Digital Atlas 2012; penetration based on total population
  • 80. Over the last two years all online activities have shown an increase in usage. Social networking became very popular: 33% often use this service nowadays. Online activities done ‘often’ – across time 2010 II - 2011 I 2011 I - 2011 II 2011 II - 2012 I 2012 I - 2012 II 36% 33% 36% 32% 27% 25% 21% 11% Social Networks 13% 14% Buying/selling Source: NPDM releases: 2010 II – 2011 I to 2012 I – 2012 II, base: total NL 13+ 14% 12% 13% 14% Streaming video 15% Searching for info 37%
  • 81. Online population is slightly more male, but on a global level Dutch women spent more time online than in most other countries. Internet penetration only stays behind amongst 65+ and lower educated (though showing strong growth). Internet penetration NL 2011 2012 Male 90.1% 91.1% 101 Female 84.4% 86.7% 103 13-17 years old 100.0% 99.6% 100 18-24 years old 99.4% 97.6% 98 25-34 years old 98.2% 98.0% 100 35-49 years old 95.3% 97.8% 103 50-64 years old 86.9% 90.0% 104 65+ 55.0% 57.9% 105 Low education 62.7% 66.3% 106 Medium education 90.6% 92.5% 102 High education 96.7% 97.4% 101 Countries with highest time spent online by women Index Source: Media Standard Survey 2012 (N= 5,100) 42 42 42 United States Canada UK Netherlands Poland France Thailand Turkey Taiwan Brazil 36 30 29 29 29 28 28 0 10 20 30 40 Average hours per visitor (per month) Source: comScore data gem, based on comScore MMX, Jan 2013, worldwide, females aged 15+ 50
  • 82. Devices used to go online and frequency of online usage Online access 80 At home 60 65% 40 64% 20 0 45% 24% 80 60 8% 6% Source: NPDM 2012 I – 2012 II, base: total NL 13+ (N=22,053) 40 4% 2% 1% 20 0 At work
  • 83. In two years time, having more than four devices is more common than owning one. On average, consumers own 2.7 devices. Number of owned devices June 2011 Dec 2011 June 2012 Dec 2012 June 2013 39% 40% 35% 34% 27% 29% 32% 21% 29% 21% 24% 27% 27% 30% 26% 20% 15% 3% 1 device 2 devices 3 devices Source: “Trends in Digital Media”, GfK Intomart, June 2013, base: online population 13+ (N=1,005) 7% 9% 4+ devices Consumers own 2.7 of these devices on average: - PC (desktop) - Laptop/netbook - Smartphone - Tablet - e-reader* * e-reader is being measured since December 2012
  • 84. Google, Facebook and YouTube are leading on all parameters. Besides the highest reach figures, Google and Facebook also show most visits per visitor and YouTube shows highest number of minutes per visit. No. Top 10 Websites Reach (%) Average Daily Visitors (‘000) Average Minutes per Visit Average Visits per Visitor 1 Google.nl 93.8 6,132 2.0 41.4 2 Facebook.com 74.0 3,604 7.9 33.2 3 Youtube.com 70.8 2,320 14.5 15.1 4 Google.com 65.8 1,756 3.9 13.3 5 Live.com 65.3 2,297 8.7 18.0 6 Msn.nl 51.2 1,314 1.3 11.0 7 Wikipedia.org 49.9 758 2.6 5.1 8 Marktplaats.nl 49.2 1,018 10.0 8.5 9 Nu.nl 36.0 1,382 2.7 18.7 10 Microsoft.com 34.6 299 2.3 2.8 Source: comSore, 3-monthly average based on Nov 2012-Jan 2013, TA: 15+
  • 85. Online display advertising market still plagued by high % of waste* (ininPercentage website (in-screen vs. not in-screen) 100% 80% 60% 40% % in-screen 70 59 20% 75 50 % not in-screen 60 59 40 20 0% Website 1 Website 2 Website 3 Website 4 Website 5 Website 6 Website 7 All Source: MeMo2, based on MeMo2 benchmark (based on 500 million impressions) “The first media owner in the Netherlands that is only going to charge if the banner really is visible: WebAds.” Source: http://www.adformatie.nl/nieuws/bericht/webads-alleen-vertoonde-banners-afrekenen/ *Waste being defined as served online impressions that were served in an inactive screen (e.g. when multiple browsers or browser tabs are open simultaneously) or above/below the fold (i.e. when scrolling up/down and banners are served outside the screen that’s in-view)
  • 86. New cookie legislation in the Netherlands since June 2012 Hasty introduction of EU legislation No guidelines yet by supervisory authority Website has to inform visitors about cookies that are placed Website visitor has to give the website permission to place cookies (opt-in)
  • 87. U.S. based companies such as Google and Facebook do not feel obliged to respect NL cookie law. This could result in an unequal playing field. The cookie regulation is developed at EU level. Each EU member then has to implement its own regulation. The Dutch government legislation is a much harsher interpretation of the EU regulation than in other EU countries. 87
  • 88. Strict interpretation of cookie legislation: Cookie Wall. No site access without permission to place cookies (opt-in pop-up). More subtle approach: via an information bar that tells the visitors what kind of cookies are placed (not in line with legislation)
  • 89. The government recognizes the problem 2013-Q3: Legislation will be adjusted Functional cookies & analytics cookies don’t need explicit permission Left for discussion: Should the opt-in pop-up be replaced by just an information bar? Parliament is going to vote on this issue Sep 2013: The Do-not-track standard was supposed to be the solution, but the plan has been officially shelved due to advertisers’ rejection (united in the Digital Advertising Alliance) Source: http://www.adformatie.nl/nieuws/bericht/kamp-past-cookiewet-aan-voor-analytische-cookies/ | http://www.emerce.nl/nieuws/adverteerderstrekken-zich-terug-uit-do-not-trackinitiatief
  • 90. SOCIAL MEDIA
  • 91. The social media landscape is still evolving and changing. Previous #1 social network Hyves has witnessed a very steep and continuous decline, whilst Facebook seems to have plateaued at very high level. Instagram grew significantly in 2nd half of 2012. Pinterest still relatively niche Visit* Website Visit* Facebook Hyves Twitter LinkedIn Google+ Total unique visitors (x1,000) 10.000 8.000 6.000 4.000 2.000 0 Source: comScore, media trends analysis for the Netherlands, March 2013 (* online website visit, no mobile and tablet) Pinterest Instagram Tumblr
  • 92. Facebook is leading in terms of daily usage, active members and unique visitors per month Active members # active members in the Netherlands Daily usage Dutch users who log in daily 0.6 million 1.3 million Social media in the Netherlands in 2012 3.0 million 66% 50% 4.4 million 20% 6.5 million 10% Visitors # unique visitors per month Google+ 800K Facebook 8.7 million Source: comScore , Feb 2012 Hyves 5.3 million Twitter 4.1 million LinkedIn 3.7 million
  • 93. Age 34+ is overrepresented on Tumblr; Facebook and Twitter have the most even share of age groups Age distribution of top 5 social networking sites in the Netherlands 24% 21% 20% 25% 25% 25% 16% Facebook 23% 20% 16% 17% 18% 21% 9% LinkedIn 23% 19% 26% 21% 16% 55+ 45-54 35-44 21% 25-34 14% 19% 17% Twitter Hyves Source: comScore MMX, Netherlands, May 2013, 15+ (* online website visit, no mobile and tablet) 16% 29% Tumblr 15-24
  • 94. Within the social media landscape new platforms are emerging, focusing on people’s tastes and interests Ego Smarts Source: SMG proprietary qualitative research, Youth Human Experience Centre – Curated Market Places, January 2013 Tastes/Interests
  • 95. MOBILE
  • 96. Smartphone penetration is further increasing Historical development of smartphone penetration in NL 70% 60% 52% 58% 57% 55% 50% 34% 40% 10% 8 million 28% 30% 20% 61% 23% 12% 14% 10% 11% 11% 16% 17% 18% 0% Source: Growth of smartphone penetration from Telecompaper 2012, base: 12-80 year olds (monthly sample size N=2,000); Number of smartphone users from “Trends in Digital Media”, GfK Intomart, June 2013, base: online population 13+ (N=1,005) Smartphone users (June 2013)
  • 97. 65+ become more mobile through time. Across all groups an increased tablet penetration is evident % uses a smartphone % uses a tablet jun-11 dec-11 100% Men jun-12 dec-12 75% Age 65+ 50% 100% Women jun-13 Age 65+ 75% Men Women 50% 25% 25% 0% 0% Age 50-64 Age 50-64 Age 13-17 Age 13-34 Age 35-49 Source: “Trends in Digital Media”, GfK Intomart, June 2013, base: online population 13+ (N=1,005) Age 35-49 Age 18-34
  • 98. Tablet and mobile usage show biggest gap during daytime; mobile is used on the way and at work; tablet mainly at home Smartphone and tablet usage during the day Source: TNS Nipo, Mobile 360, 2012, N=1112
  • 99. Smartphones are used while multi-tasking with other media Listening to music Reading books Watching TV Use their smartphone during… Watching movies Playing games Source: “Our Mobile Planet”, Google/Ipsos, May 2013, N=1000 Reading mags/news Use internet
  • 100. Only half of the time on mobile is spent on communication Mobile activities in minutes per day Social networking & connecting 3 1 2 E-mail Communication Multi-media & entertainment 1 1 0 Total minutes per day 42 10 Online gaming 19 Personal interest Entertainment Shopping Knowledge & education Information News, sport & weather 1 4 Personal admin Planning & organising Source: TNS Nipo, Mobile 360, 2012, N=1112 Management
  • 101. Overall, less time is spent on tablets than on mobile. Activities are mainly entertainment-driven Tablet activities in minutes per day Social networking & connecting 1 1 E-mail 4 2 Communication Multi-media & entertainment 1 Total minutes per day 1 0 22 Online gaming 3 Personal interest Entertainment Shopping 1 Knowledge & education Information News, sport & weather 8 Personal admin Planning & organising Source: TNS Nipo, Mobile 360, 2012, N=1112 Management
  • 102. Research that starts on smartphones often leads to purchases across channels 18% 26% of smartphone users have purchased a product or service on their smartphone 17% 57% Source: “Our Mobile Planet”, Google/Ipsos, May 2013, N=1000 of these smartphone shoppers have made a purchase in the past month
  • 103. Mobile is often used after seeing an ad in another medium (especially TV and shops). Mobile advertising is mainly notices in an app or on a website Mobile search Where mobile ads are noticed 48% While in an app 35% While on a website While using a search engine While watching a video have performed a mobile search after seeing an ad 23% 22% 15% While on a retailer website While on a video website 9% 0% 20% 40% Source: “Our Mobile Planet”, Google/Ipsos, May 2013, Base: Private smartphone users who use the internet and who at least rarely notice advertising (N=821) 60%
  • 104. NEWSPAPERS
  • 105. ‘Nationaal Onderzoek Multimedia’ (NOM) is the primary provider of the official print audience ratings in the Netherlands. NOM is a non-profit organization, organized as a Joint Industry Committee (JIC). The print audience measurement (NPM) provides information on reach and profile of more than 200 newspapers and magazines. Yearly, a quantitative research among 21,000 respondents takes place to measure print reach, but also other (perceived) mediausage. Source: http://www.nommedia.nl/onderzoek/nom-print-monitor/, 25th September 2013 NOM audience measurement in the Netherlands
  • 106. Newspapers print circulation steadily decreasing (-2% 2013 Q2 vs 2012), but epaper* gains terrain in newspaper landscape Quarterly circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets E-paper 2.500 2.000 1.500 1.000 500 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 Source: HOI, audited circulation figures for all paid-for and free-of-charge titles. Based on print only up until FY 2012. From 2013 unwards based on print total (print only + combi print + replica) *E-paper refer to the exact digital copy of a newspaper, e.g. in pdf-format, which can be accessed via the newspaper’s website, via an email download link or via a mobile E app. NB: This does not include a newspaper’s regular website or mobile site.
  • 107. All newspapers, except for Trouw, have dropped in circulation. Despite a 6% drop in circulation, De Telegraaf remains the biggest newspaper Title Total circulation 2011 Total circulation 2012 % change total circulation YoY Total circulation 2013 Q2 De Telegraaf 618,876 582,582 -6% 502,977 AD 429,391 420,977 -2% 402,021 De Volkskrant 259,968 260,708 0% 256,403 NRC Handelsblad 201,619 199,359 -1% 192,336 Trouw 103,035 104,155 1% 104,910 NRC.Next 83,037 79,387 -4% 69,263 Het Financieele Dagblad 60,308 54,678 -9% 5,525 Reformatorisch Dagblad 52,529 50,248 -4% 2,854 Nederlands Dagblad 28,038 26,039 -7% 24,363 1,838,812 1,780,145 -3% 1,560,652 Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation).
  • 108. With De Pers having gone out of business, only 2 free sheets are left: both of which are now owned by Telegraaf Media Title Metro Sp!ts Media owner / Publishing house Sales house Distribution Telegraaf Media Nederland / Landelijke Media B.V. Telegraaf Media Nederland National distribution & special editions in Amsterdam, The Hague, Rotterdam Telegraaf Media Nederland / Landelijke Media B.V. Telegraaf Media Nederland National distribution Telegraaf Media is aiming to create two more distinct product propositions i.e. propositions, = Young adults, positive, provocative = Overview of news developments, more serious news
  • 109. MAGAZINES
  • 110. Circa 1,348 consumer magazine titles registered by Retriever, only 23 have audited circulation figures by HOI Based on the 234 audited titles Total circulation (incl. free circulation) = 27.2 million Paid circulation = 15.7 million This can vary strongly by category, e.g. • Subscriptions important to Management, Sports , Family & Celebrity and Radio & TV listings • Newsstand sales important to Culinary, Mind & Body and Women’s • Beauty care brands are the top magazine advertisers Source: Retriever, Sep 2013 & HOI Q2 2013 (audited circulation figures) Fact Sheet Consumer Mags
  • 111. Magazine circulation also decreasing slowly but steadily (-5% YoY); sponsored magazines show uplift from 2011 Quarterly circulation figures (in ‘000s) 9.000 Sponsored mags Family & celebrity 8.000 Women's 7.000 TV listings 6.000 Home decoration, gardening & DIY 5.000 Kids & youth 4.000 Special interest 3.000 Parenting 2.000 Sports 1.000 Management Other 0 2009 2010 2011 Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation. 2012 2013 Q2
  • 112. Sponsored magazines have the highest circulations Top 10 magazine titles in terms of circulation Kampioen Allerhande* Boodschappen* SPOOR Wathandig* Veronica Magazine Eigen Huis magazine Vrouw Zorgbelang* Film1 Sport1 Gids Total (across all titles) Publication type Family/celebrity Sponsored mags Sponsored mags Sponsored mags Sponsored mags TV listings Home deco/gardening/DIY Women's Special interest TV listings Total circulation 2011 3,548,770 2,225,860 1,975,150 1,287,587 992,824 810,367 687,452 721,210 512,245 487,438 31,407,330 Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation. Total circulation 2012 3,540,991 2,276,028 1,955,874 1,306,852 996,353 707,510 694,817 683,466 508,935 465,022 29,846,651 % change total Total circulation 2013 Q2 circulation YoY 0% 2% -1% 1% 0% -13% 1% -5% -1% -5% -5% 3,529,525 2,278,059 1,960,768 1,314,397 1,000,367 610,793 706,263 602,993 509,491 506,943 27,172,556
  • 113. Top 10 magazine titles in terms of audience reach Publication type Kampioen Allerhande Libelle Veronica Donald Duck Margriet Privé Vrouw Quest Story Family/celebrity Sponsored Women’s TV listings Kids/youth Women’s Family/celebrity Women’s Popular science Family/celebrity Source: Nationaal Print & Doelgroep Monitor 2012-II 2013-I Average issue reach Average issue reach amongst NL 13+ amongst NL13+ (in ‘000s) (%) 5,445 38.9 3,982 28.4 2,067 14.7 2,006 14.3 1,617 11.5 1,392 9.9 1,372 9.8 1,362 9.7 1,126 8.0 1,113 7.9 Women’s, family & celebrity titles have highest reach
  • 114. OUT OF HOME
  • 115. OUTDOOR MEDIA OWNERS Company Objects JCDecaux Ad shells/6s, billboards, odd-sized objects CBS Outdoor Ad shells/6s, billboards, buses/trams, railway stations, petrol stations (Shell only) Clear Channel Hillenaar Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations Interbest Masts near highways Azero A0 posters Centercom Posters and LCD screens in shopping centres and supermarkets and A0 posters MMD Media Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs, petrol stations, billboards Schiphol Media Big variety of media at Schiphol Airport Amsterdam OV Media & Triple Media Buses, A3 posters in buses Altermedia A3 posters indoor (cafes, bars, cinemas), taxis, sampling Boomerang Media Freecards Source: Retriever, October 2012
  • 116. Outdoor market dominated by 2 big players, JCDecaux and CBS. Overall media spend for OOH increased in 2012 (index 129). Interestingly, it was mainly the smaller players who benefited. Total Spend 2011: €398 million Total Spend 2012: €516 million % Gross media spend 50% 40% 30% 28% 34% 26% 19% 31% 10% 20% 10% 2011 17% 16% 10% 9% 0% Others Source: MediaXim, 2011 - 2012, excluding Internet, Direct Mail/Door Drops and Trade magazines 2012
  • 117. Abri’s (6-sheets), billboards (48s and 96s) and Masts are the most widely used formats. Street abri’s (6-sheets) and billboards are in the hands of 4 major players. Fact Sheet Outdoor Tourism, Food&Drink, Retails and Telecom are the biggest advertisers in terms of spend. Seasonality in spending is very limited. In summer time high(er) discounts are possible whilst advertisers benefit from more daytime light (= more people out and about in the streets) High variety in outdoor media objects and sizes; number of digital objects is increasing. Growing offer of digital screens and incorporated technology allow interaction with target audience (e.g. via bluetooth, QR codes and NFC)
  • 118. The digitalization of OOH offers many opportunities to interact with consumers NFC (Near Field Communication) By implementing a NFC chip in an ad shell, consumers are able to respond directly with their smartphones. The options to include are video/audio, buying, store locator, voucher and apps. Web enabled objects Interactive ad shells, like live video feed, digital screens or cameras. Digital Flagship Store or Online Shopping Ad shells With apps like Layar or QR codes consumers can directly buy products from stickers on a store or ad shell
  • 119. Audience measurement for OOH – from OTS to VAC In September 2011, the new currency for audience measurement was launched for OOH: VAC, VAC the visibility adjusted contact. Compared to former audience measurement approaches, VAC is based on a new way of measuring: Inventory and classification of street objects; Measuring of all traffic; Field research to travel behaviour; Measuring 13-75 year olds; Differentiates between location of objects (near pathway, railway stations, shopping centres, supermarkets, parking garages, petrol stations and traffic advertisement) Source: Het Buitenreclame Onderzoek 2011
  • 120. VAC data available via CAFAS software For this study the Netherlands was divided into 30 regions, each one around a city with at least 75,000 inhabitants. Each of the individual regions/media owner packages can be analyzed via specialist software (CAFAS) that is accessible to all planners. Source: Het Buitenreclame Onderzoek 2011 Due to conflicting interests, Interbest stopped participating as of 1st March 2013.
  • 121. CINEMA
  • 122. Since 2010, the total number of cinema visitors is at a historically high level (previously seen in 1978) 54% went to the cinema at least once in 2012 30.6 million cinema visitors in 2012 (+0.6%) Since September 2012, all Dutch cinemas are DIGITAL Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), press releases
  • 123. Number of cinema visitors is increasing in line with the number of film releases per year # Film releases # Cinemas 400 350 300 250 200 150 100 50 - 35 30 25 20 15 10 5 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2012 # Cinemas & Film Releases # Cinemas & Film Releases # Cinemas & Film Releases # Cinemas & Film Releases Visitors in million # Visitors (million)
  • 124. Skyfall was able to trigger most people to go to the cinema Most watched film in 2012: Skyfall, with Skyfall, 1,984,003 visitors Most watched Dutch film: Alles is Familie (640,000 visitors). Dutch films had a market share of 16% in 2012 (based on revenue). Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners)
  • 125. REACH CINEMA PER WEEK Target audience Reach per week (x 1,000) % Total 13+ 637 4.5 Men 322 4.7 Women 315 4.4 13-19 120 8.6 20-34 222 7.3 35-49 153 4.1 50+ 142 2.4 1 (high) 195 6.0 2 105 4.5 3 187 5.7 4 135 3.5 5 (low) 16 1.2 Age Level of wealth Source: NPDM 2012 I – 2012 II, base: total NL 13+ (N=22,053) Cinemas attract a younger audience
  • 126. 3D films # 3D titles # visitors* % 3D visitors * Average visitor per title (in ‘000s) Number Visitor/Titles 200 25 20 150 156 136 15 110 100 101 50 0 15 2009 Source: MaccsBox, 2012 27 40 43 10 5 0 2010 2011 2012 Percentage % Percentage % Percentage % Percentage % Increasing popularity of 3D films, though not many 3D blockbusters in 2012
  • 127. This media landscape presentation will be updated every quarter. For comments & questions, please contact the Starcom Insights team. We’d love to hear from you! BIRGIT VINE Insights Director Birgit.Vine@starcom.nl MAAIKE DE VRIES Insights Consultant Maaike.de.Vries@starcom.nl SANDER GEERLING Insights Executive Sander.Geerling@starcom.nl

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