Dutch media landscape 2015 Q4 update by Starcom

1
Dutch media landscape
Starcom NL
Q4 2015 UPDATE

2
Our Starcom Media Philosophy
Starcom, the Human Experience Company. At Starcom we believe
that experiences are the new communication currency. Experiences
enrich lives and facilitate connections between brands and
consumers.
To create the right experience, understanding people is key. We
need to understand our clients’ target audiences throughout the
whole marketing funnel. Within this funnel, consumer media
behavior plays a very important role. That’s why we no longer divide
the media landscape based on media types, but on how people
experience media.
As such, we differentiate between five key Media Consumption
Patterns (MCPs): Watching, Listening, Reading, Communicating and
On the Go. Based on these MCPs we will guide you through the
Dutch media landscape. We hope you enjoy it!

3
The Netherlands – General stats & figures
Content
Watching
Listening
On the go
Reading
Communicating Social media
Surfing online
Overall media and consumer stats & figures
(trends, media spend, time spend, device ownership & usage, digital stats)
Appendix

4
The Netherlands
General stats & figures

5
Dutch population is still growing and getting older. The number of households has grown
with 8% since 2005, mostly due to the increasing number of single person households
(+17%). After years of recession, disposable HH income has again increased in 2013 and
2014.
2.449 2.868
4.642 4.797
2,27 2,18
1,0
1,3
1,6
1,9
2,2
2,5
0
2.000
4.000
6.000
8.000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Averageno.peopleinHH
#HH(in‘000s)
Household (HH) size
Single person household Multiple person household Average no. of people in HH
Source: CBS, Statline, 2015.
16.306
16.900
16.000
16.100
16.200
16.300
16.400
16.500
16.600
16.700
16.800
16.900
17.000
Duizenden
Population (in ‘000)
28,3
29,0 29,4
30,6
32,6
33,1 33,3 33,2 33,1 33,2 33,6
34,2
25
30
35
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014€(in‘000s)
Annual disposable HH income
39,0
41.3
37
38
39
40
41
42
Average age

6
-50
-40
-30
-20
-10
0
10
20
2008Jan
2008Apr
2008Jul
2008Oct
2009Jan
2009Apr
2009Jul
2009Oct
2010Jan
2010Apr
2010Jul
2010Oct
2011Jan
2011Apr
2011Jul
2011Oct
2012Jan
2012Apr
2012Jul
2012Oct
2013Jan
2013Apr
2013Jul
2013Oct
2014Jan
2014Apr
2014Jul
2014Oct
2015Jan
2015Apr
2015Jul
2015Okt
Difference%positivevsnegativeanswers
Dutch consumer confidence
In the 2015 consumer confidence showed a positive level for the first time since 2007.
Dutch consumer confidence is above global average, within Europe the Netherlands is
the fifth most confident country.
Source: CBS, Statline, 2015 Source: Nielsen Consumer Confidence, Q4 2015
Consumer confidence worldwide – Q4 2015

7
Signs of economic recovery are evident. In 2014, unemployment has
decreased for the first time since 2011. This and similar positive trends
seem to be persisting in the next years.
Key Economic Indicators
NL
2011 2012 2013 2014 2015 2016** 2017**
Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.3% 1.0%
Economic growth 1.2% -1.7% -0.5% 1.0% 1.9% 1.8% 2,0%
Purchasing power* -1.0% -1.9% -1.3% 1.4% 1.0% 2.3% 0.2%
Unemployed (in ‘000s) 389 469 647 660 614 580 570
Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.5% 6.3%
Source: CPB, Kerngegevenstabel 2012- 2015 and 2014-2017, March 2016 (* median for all households; **
estimated figures)

8
Overall media and
consumer stats & figures

9
SoLoMo is now
Social
Social media connects
people worldwide with
events, activities and
each other
Local
Increasing ability for
brands and organizations
to respond to people’s
whereabouts and out-of-
home activities
Mobile
Mobile technology makes
it possible to reach
people anywhere,
anytime

10
Dutch brands show strong commitment amongst the Dutch consumer
Source: EURIB Top 100 Indispensable Brands of 2015 (EURIB Top-100 Onmisbare Merken van 2015), n=1,211

12
10 trends for consumers in 2015
Instant Skills
Status-hungry prosumers will love services that allow professional
quality output instantly
Fast-Laning
Time starved costumers expect accelerated physical service options,
especially from brands they are loyal to
Fair Splitting
Mobile paying grows but to go further brands need to add new ways
to share and split cost and add extra value in the process of paying
Internet of Shared Things
The Internet of Things and the Sharing Economy collide to allow a
whole new world of asset sharing
Branded Government
Progressive brands will initiate, undertake or support meaningful
civic transformation
Post-Demographic Consumerism
It is time to throw out the traditional demographic models of consumer
behavior
Currencies of Change
In search of wellness, strength, new skills, knowledge and more, consumers
will embrace device-fueled rewards that incentivize improving behaviors
Sympathetic Pricing
Get ready for a wave of imaginative discounts that relieve lifestyle pain
points or offer a helping hand in difficult times
Robolove
Many consumers will have their first encounter with a robot and they will
enjoy it
Brand Stands
In 2015, winning brands will start contentious, painful and necessary
conversations
Source: Trendwatching for 2015; Trendwatching.com

13
5 tech trends to watch in 2015
3D Printing
evolving and
costs dropping
An ecosystem
developing
around Virtual
Reality
Sensors
digitizing you
and the world
around you
Haptics allow
you to touch
the digital world
Drones and
telepresence
making the
world even
smaller
Source: SMG CES 2015 Trends

14
5 digital trends to watch in 2015
Marketers who
are responsive
will succeed in
2015
Mobile search
will surpass
desktop
Cross-device
targeting at
scale
Programmatic
will go beyond
digital display
The internet of
things will
become a thing
Source: eMarketer Key Digital Trends for 2015, Dec 2014

15
Overall digital forecast
More than 38% of
advertising spend
will be Digital in
2018
Programmatic will
make up more than
50% of all digital
display advertising
in 2015
Share of consumer
E-books will show
an increase from
3.4% of consumer
book spend in 2013
to 15% in 2018
More than 48% of
Entertainment &
Media spend will be
Digital in 2018
Source: PWC Entertainment & Media Outlook forecast 2014-2018 | eMarketer Key Digital Trends for 2015, Dec 2014

17
Competitive reporting in the Netherlands
0
1.000
2.000
3.000
4.000
Cinema Newspapers Online Out Of Home Magazines Radio TV
€millions
Gross Net
Media spend 2014
Most competitive reporting is based on gross
media spend.
Bear in mind that most advertisers profit from
(heavy) discounting, especially on TV, so the
difference to net spend can be quite significant.
In the gross spend reporting Online spend is
not fully reported.
For example, search, social media advertising
and prerolls are excluded.
All TV spend prior to 2015 is limited to
TV spot advertising.
Since 2015, spend on TV non-spot
activities, i.e. TV sponsorship idents, is
also reported.
Source: Gross spend: Nielsen, 2014 | Net spend: Nielsen Jaarrapport Netto Media Bestedingen 2014 (spend collected by interviewing Dutch marketers)
Media: TV, OOH, Radio, Online, Cinema, Magazines, Trade magazines, Newspapers, Door Drops, Direct Mail

18
Despite the economic recovery, media spend in 2015 is 2% less when compared
to 2014, driven by less (registered) spend behind online display and direct mail.
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
€millions
Gross media spend
-2% YoY-3% YoY +0% YoY +2% YoY+3% YoY
Source: Nielsen, 2010 – 2015
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

19
TV, radio and cinema all had a larger spend in 2015 than in 2014. Cinema
shows the biggest growth from 2014 to 2015. Direct mail and consumer
magazines are showing a decreasing trend.
0
1.000
2.000
3.000
4.000
Cinema Newspapers Direct Mail Internet
(Online
Display)
Door Drops Out Of Home Consumer
Magazines
Radio TV Trade Press
€millions
Gross media spend
per medium type across time
2011 2012 2013 2014 2015
Source: Nielsen, 2011-2015

20
TV still claims the largest share of gross media spend overall. Increase in
share of spend for TV, radio, newspapers and Cinema in 2015.
15% 17% 16% 16% 16%
9% 6% 7% 6% 4%
6% 7% 6%
3%
2%
2% 2% 2%
2%
2%
6% 6% 7%
7%
7%
7% 6%
6%
5%
5%
8% 9%
9%
10%
11%
46% 45% 46%
51% 53%
1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 2015
Media mix
Trade Press
TV
Radio
Consumer Magazines
Out Of Home
Door Drops
Internet (Online Display)
Direct Mail
Newspapers
Cinema
Source: Nielsen, 2011-2015

21
Total net spend increased by 1.9% in 2014 (vs 2013). Internet has a bigger
share than audio-visual media and the difference is getting bigger.
26%
28%
24%
3%
4%
15%
Audiovisual media Internet Print media
Out of home Direct marketing Sponsoring
Source: Nielsen Jaarrapport Netto Media Bestedingen 2014
26%
30%
21%
4%
5%
15%
2013
€ 4,543,000,000
2014
€ 4,627,000,000

22
The online display advertising spend through programmatic channels
increased by 47% in H1 2015, totalling €83m in revenues.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
10
20
30
40
50
60
70
80
90
100
2013-H1 2013-H2 2014-H1 2014-H2 2015-H1
Y/YRevenuegrowth(%)
Displayadvertisingthroughprogrammatic
channels(m€)
Trends of programmatic spend
Display advertising through programmatic channels (m€) Y/Y revenue growth (%)
Real Time Bidding (RTB) is an online
auction for advertising space.
Programmatic Trading (PT) makes it
possible to better monitor where,
when and to whom your ads are
digitally served.
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands H1 2015, October 2015

23
9% 13% 11% 15% 13%
18%
18% 16%
17% 16%
15%
18%
14%
16%
12%
57%
52%
58%
52%
59%
2013-H1 2013-H2 2014-H1 2014-H2 2015-H1
Allocation of display revenue per format
Video Text links/Other Interruptive Embedded (e.g. banners)
Despite the increasing possibilities for mobile advertising regular banners still have a big
share within the digital formats. The revenue of interruptive formats decreased due to the
shift to programmatic.

24
Growth in net media spend is predicted mainly due to a steady rise in
online spend
4.184
3.867
3.649
3.720
3.796
3.875
3.949
3.200
3.400
3.600
3.800
4.000
4.200
4.400
2011 2012 2013 2014 2015 2016 2017
€millions
Forecast net spend
0,8%
-5,0%
-3,2%
2,5%
2,8%
3,1% 3,1%
-6%
-3%
0%
3%
6%
Forecast net spend
Change (%) to previous year
-
500
1.000
1.500
2.000
Newspapers Magazines TV Radio Cinema Outdoor Internet
€millions
Net spend per medium type
2011
2012
2013
2014
2015
2016
2017
Source: ZOG Adspend Forecast Netherlands – March 2015 (1980-2017)

25
According to the IAB, Dutch online advertising increased by 7% in
H1 2015 compared to H1 2014, with a total of €744 million in H1 2015
41%
17%
42%
Display
Classifieds
Search
Total online ad spend
59%
18%
13%
12%
Embedded
Other & text links
Video
Interruptive
Online display spend
H1 2015
€744m
H1 2015
€308m

26
Top 10 advertisers in Q4 are mainly dominated by retail
No. Advertiser Category Gross spend
Q4 2015
1 Jumbo Retail € 28,438,380
2 Vodafone Telecom € 27,595,630
3 Lidl Retail € 25,508,910
4 Heineken FMCG € 23,608,297
5 Kruidvat Retail € 22,484,813
6 Albert Heijn Retail € 22,194,815
7 Renault Nissan Automotive € 20,675,955
8 Nationale Postcode Loterij Lottery € 19,706,755
9 KPN Telecom € 17,078,240
10 Google Tech € 15,847,490
Source: Nielsen, Q4 2015

27
Retail chain Jumbo claims first position in top 10 brands of Q4, the top
four consists exclusively of retail brands
No. Brand Category Gross spend
Q4 2015
2 Lidl Retail € 25,508,910
6 KPN Telecom € 16,629,045
8 Renault Automotive € 16,408,030
9 Google Tech € 15,847,490
10 Rabobank Finance € 14,171,962

28
In 2015, total sponsor spend of the top 100 sponsors decreased slightly
with 3% compared to 2014
Total spend top 100 sponsors 2014 2015 Index
Total sponsor spend €292,495,000 €283,775,000 97
Average sponsor spend (per brand) €2,924,950 €2,837,750 97
-
100
200
300
400
500
600
Sports Art & Culture Lifestyle Society Media (non-spot)
€millions
Sponsor spend by type of sponsorship
2010 2011 2012 2013 2014 2015
Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)

29
56%
14%
2%
10%
18%
Sponsor contracts
Sports Art & Culture Lifestyle Society Media (non-spot)
In 2015, 325 new (and renewed) sponsorship contracts were signed. This
is a decrease of 30 contracts compared to 2014.
The total value of all contracts in 2015 was €154,000,000,
averaging €474,000 per contract*.
Both the total and the average are halved compared with
2014 (total: €326,990,000; average: €921,098 ). The
decrease is partly caused by lower expenses for sport
sponsorship.
(Another reason of the high total in 2014 is the contract
extension of Nike with the KNVB (Royal Dutch Football
Association) and the contract of Ziggo with Ajax)
Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded).
*Note: The value of contracts signed differs from the annual sponsorship spend shown on other slides. This is due to contracts covering longer periods than just one calendar year.

30
Trends and developments – sponsoring
According to a recent study by market research agency MeMo2, Dutch
companies are very interested in sponsoring football clubs. This is
because the Eredivisie, one of the major Dutch football leagues, is
growing in popularity.
The study shows that the new shirt sponsors of football clubs Feyenoord
(Opel) and Ajax (Ziggo) were able to achieve high levels of sponsor
awareness and appreciation within a short period of time.
The same study also showed that Philips has the highest appreciation as
a sponsor of the Eredivisie. This is remarkable because Philips
announced in April this year that after 34 years they will stop as the shirt
sponsor of PSV in 2016.
Source: http://www.marketingtribune.nl/sponsoring/nieuws/2015/08/eredivisie-blijft-groeien-in-populariteit/index.xml
http://www.adformatie.nl/nieuws/philips-meest-gewaardeerde-sponsor-eredivisie

31
Ziggo is entering the top 10 sponsors and shows the biggest increase
compared with 2014. This can be explained by the brand’s new
sponsorship with Ajax.
No. Brand Gross sponsor spend 2014 Gross sponsor spend 2015
1 Rabobank € 35,000,000 € 34,000,000
2 Adidas € 13,500,000 € 14,000,000
3 ING € 13,200,000 € 13,450,000
4 ABN AMRO € 10,600,000 € 13,000,000
5 KPN € 13,000,000 € 12,700,000
6 Heineken € 9,800,000 € 11,200,000
7 Nike € 15,500,000 € 11,000,000
8 Ziggo € 1,600,000 € 9,800,000
9 Philips € 10,100,000 € 9,600,000
10 VriendenLoterij € 8,250,000 € 8,500,000
Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

33
Dutch people spend more than 3 hours per day on media*
2:29
0:14
1:01
2:01
4:10
2:26
3:08
8:28
2:25
0:12
0:52
2:07
0:57
4:18
3:36
9:29
0:00 1:12 2:24 3:36 4:48 6:00 7:12 8:24 9:36 10:48 12:00
Eating and personal care
Other
On the go
Housework, groceries, shopping
Work, study, school
Leisure time
Media*
Sleeping
Hours per day
Main activities – average time spent per day
Weekend Weekdays
Source: Media:tijd 2015, base: all adults 13+ (N=2,953) *media consumption not combined with any other activity

34
Watching and listening (online or offline) are most time consuming media
activities. Average time spend listening has decreased in 2015, while time spend
watching has slightly increased.
Listening
(online or offline)
Watching
(online or offline)
Reading
(paper or electronic)
Communicating
(through media)
Gaming
(electronic)
Internet other Media other
Media activities – average time spent per day
2014 2015
Source: Media:tijd 2014, base: all adults 13+ (N=2,989) and Media:tijd 2015, base: all adults 13+ (N=2,953)
Definitions:
Listening: to radio, (own) music/audio – offline, online or apps + live or non-linear
Watching: TV programs, videos or pictures - offline, online or apps + live or non-linear
Reading: books, magazines, newspapers, door drops, newsletters – offline, online or apps
Communicating: text messages, chat, e-mail, social media, forums, letters – offline, online or apps
Gaming: consoles or game websites - offline, online or apps – except for board games and gambling
Internet (other): online shopping, e-banking, search information – offline, online or apps
Media (other): administration on computer, installation and use of software

35
Media consumption is high throughout the day but shows strongest peak
in the evening; listening in daytime, watching in the evening
0:00:00
0:07:12
0:14:24
0:21:36
0:28:48
0:36:00
Hours
Media activities on an average day
Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicating (through media)
Gaming (electronic) Internet other Media other
Source: Media:tijd 2015, base: All adults 13+ (N=2,818)

36
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
Honderden
TV
No answer
TV heavy (24+
hours per
week)
TV mid (14-24
hours per
week)
TV light (0-14
hours per
week)
No TV
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
Honderden
Radio
No answer
No answer
Radio heavy
(20+ hours per
week)
Radio mid (5-20
hours per
week)
Radio light (0-5
hours per
week)
Time spent online is increasing over the years, with TV and Radio
remaining steady
Source: NPDM releases: 2010 I – 2010 II to 2014 II – 2015 I, base: All adults 13+
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
Honderden
Online
No answer
Internet heavy
(13+ hours per
week)
Internet mid (5-
13 hours per
week)
Internet light (0-
4 hours per
week)
No Internet
connection

38
Smartphone penetration remains stable at 80% in 2015
39%
45%
48%
58%
65% 67%
70%
76%
80% 80%
0%
20%
40%
60%
80%
100%
Historical development of smartphone penetration in NL
10.6
million
Smartphone
users in 2015
Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150); Global Mobile Landscape 2015, eMarketer.
13.9
million
Smartphone
users in 2019

39
For all devices ownership is staying stable or decreasing during the
second half of 2015, only the smart TV is showing an increase. Overall, the
couch is the favourite location for using portable devices.
78% 80%
58%
65%
28%
34%
23%
0%
20%
40%
60%
80%
100%
Device ownership
jun-13 dec-13 jun-14 dec-14 jun-15 dec-15
0%
20%
40%
60%
80%
100%
Location of usage
Laptop/netbook Smartphone Tablet E-reader Smart TV
Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150) | * Game consoles measured since June 2014 ** Smart TV measured since Dec 2014

40
All age groups are becoming more mobile. Across all groups an increased
tablet penetration is clearly noticeable over the years. There are however no
big changes from June 2015 on.
0%
25%
50%
75%
100%
Men
Women
Age 13-17
Age 18-34Age 35-49
Age 50-64
Age 65+
% using a tablet
0%
25%
50%
75%
100%
Men
Women
Age 13-34
Age 35-49
Age 50-64
Age 65+
% using a smartphone dec-12
jun-13
dec-13
jun-14
dec-14
jun-15
dec-15
Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150)

41
0:00:00
0:01:26
0:02:53
0:04:19
0:05:46
0:07:12
0:08:38
0:10:05
0:11:31
Hours
Smartphone and tablet usage during the day
Smartphone
2015
Smartphone
2014
Tablet 2015
Tablet and mobile usage show biggest gap during daytime (with a peek
around lunchtime) as tablet is mainly used at home.
Source: Media:tijd 2014, base: all adults 13+ (N=2,989) and Media:tijd 2015, base: all adults 13+ (N=2,953)

42
Watching TV still most popular via traditional TV set. However, popularity
for laptop, tablet and mobile is growing. Internet use via mobile has
surpassed PC/desktop and is now at the same level as laptop.
68,2%
24,0%
27,4%
15,6%
9,1%
53,7%
12,9%
27,4%
15,6%
8,7%
68,1%
12,9%
23,9%
11,9%
14,1%
54,2%
23,5%
21,7%
12,2%
6,8%
93,2%
21,1%
4,8%
1,2%
2,6%
10,9%
2,5%
77,2%
78,3%
Medium type per device
Laptop
PC/desktop
Mobile phone
Tablet
Traditional TV set*
Media player*
Game console*
Paper*
Source: Media Standard Survey 2015 (N=5,100), Base: All adults 13+, (* device isn’t asked for each medium type)

44
Percentage of Dutch population using social networks, mobile internet
and tablets still growing strongly
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Media penetration in the Netherlands, 2011 - 2014
2011 2012 2013 2014
Source: The global media intelligence report (September 2015) – eMarketer & SMG

45
The Netherlands has the 6th highest internet penetration worldwide.
Mainly rich and/or relatively small countries in top 30.
70%
80%
90%
100%
Internet access by country (top 30) in 2015
Source: http://www.internetlivestats.com/internet-users-by-country/, penetration based on total population

46
95% of Dutch households have internet access at home. Internet
access ‘on the go’ has increased substantially.
90%
44%
5%
8%
92%
45%
4% 7%
93%
45%
4% 6%
94%
46%
6% 5%
95%
48%
55%
5%
At home At work Diverse (on the go, at friends/family,
school/university etc)
Elsewhere
Internet access by location
2011 2012 2013 2014 2015
Source: Media Standard Survey 2011/2012/2013/2014/2015 (N= 5,100), base: All adults 13+

47
Google and Facebook are leading in terms of reach across all
platforms. Retail brand Bol.com shows the biggest growth.
No. Top 10 brands Average monthly reach* Compared to Q3
1 Google (excl YT) 83%
2 Facebook 78%
3 Google Search 73%
4 YouTube 68%
5 WhatsApp Messenger 54%
6 Bol.com 53%
7 Google Maps 52%
8 Marktplaats 52%
9 Nu.nl 50%
10 Facebook Messenger 44%
Source: GfK DAM, base: 13+, average monthly reach Q4 2015 (all platforms)

48
For smartphone apps, WhatsApp Messenger is the most successful in terms
of reach. Companies Facebook and Google have high total reach for both
smartphone and tablet.
17%
17%
22%
28%
30%
30%
32%
42%
41%
53%
Rabobank
NU.nl
Gmail
Google Maps
Google Search
YouTube
Facebook Messenger
Google (excl YT)
Facebook
WhatsApp Messenger
Overall top smartphone apps
Phone reach %
10%
10%
11%
13%
13%
19%
20%
27%
28%
33%
ING
NU.nl
Wordfeud
Gmail
Google Maps
Google Search
Facebook Messenger
Google (excl YT)
YouTube
Facebook
Overall top tablet apps
Tablet reach %
Source: GfK DAM, base: 13+, average monthly reach Q4 2015

49
Main mobile phone activities are focused on communication in every
possible way (email, chat, text message and social media). For the first
time, using the Internet is just as popular as to call.
81%
76%
28%
11%
19%
42%
46%
13%
69%5%47%
67%
22%
80%
68%
27%
72%
Mobile activities
Internet E-mail
Video TV
Radio Navigation
Games As e-ticket
Camera Books
Online banking Social media
Online shopping Call
Text messages Music
Chat

50
Main tablet activities are focused on surfing the web, e-mail, social
media and games
36%
30% 3%
60%
14%
35%
38%
9%
14%
87%
58%
70%
16%
36%
3%
18%
4%
Tablet activities
Video TV
Text messages Social media
Radio Online shopping
Online banking Navigation
Music Internet
Games E-mail
Chat Camera
Call Books
As e-ticket

51
The smartphone has the highest share of all communication. Communication
share of the smartphone decreases with age, while share of the home phone
shows an increase across age groups.
7%
7%
19%
19%
48%
1%
Share of all communication per device
Landline/home phone
Tablet
Laptop
PC
Smartphone
Other 0%
20%
40%
60%
Total 13+ Men Women 13-19 20-34 35-49 50-64 65+
Share of communication per device per age group
Landline/home phone Smartphone Tablet Laptop PC
Source: Media:tijd 2015, base: all adults 13+ (N=2,953)

52
Nu.nl, YouTube and Spotify are the most widely downloaded media apps,
both on mobile and tablet. For the first time no increase of the average
number of apps over time.
10%
10%
11%
12%
13%
14%
20%
25%
28%
37%
RTL XL
Netflix
AD.nl
De Telegraaf
Google Play Music
NOS
NOS teletekst
Spotify
Nu.nl
Youtube
Top 10 Media apps - Smartphone
14%
14%
15%
16%
17%
18%
18%
22%
25%
39%
Horizon Go (Ziggo)
NOS Teletekst
NOS
De Telegraaf
NPO (uitzending gemist)
Netflix
RTL XL
Spotify
Nu.nl
Youtube
Top 10 Media apps - Tablet
Average # of apps
on mobile: 28
Average # of apps
on tablet: 25

54
MCP: Watching
The way people consume audio visual content is rapidly changing. These days the
consumption of video content can be on multiple devices, in multiple places and in multiple
moments. The way consumers experience video content is changing as well.
It’s therefore crucial that we get a clear
understanding of how consumers
consume and experience all kinds of
audio visual content.

55
97%
Households
with TV
1.6
Average # of TVs
per household
38%
Hard disc recorder
ownership 2014
22%
31%
Connected TV
penetration
2014 vs. 2015
Source: SKO TV in the Netherlands first half of 2015 | Media Standard Survey 2015 I
Trends and developments – 1

56Source: SKO 2014 – 2015, TA: +6, Linear TV is all the direct watching (exclusive recorded TV programs that are watched on the
same day)
178 175 178 168
11 11 11
11
3 4 5
6
4 5 5 61
0
50
100
150
200
250
2012 2013 2014 2015
Dutch viewing time (per day)
Linear TV Video, DVD & HDR
Non-linear viewing (same day) Non-linear viewing (one week)
Non-linear viewing (28 days)
Average viewing time per day (NL 6+) in 2015: 191
minutes (vs. 199 min. in 2014). After three years of
increased viewing time, the total viewing time in
2015 decreased tot 191 minutes per day. High drop
(-6%) in linear TV consumption (to 168 minutes per
day).
Watching linear TV is still the norm, but catch-up
TV is gaining ground with an average viewing time
of 13 minutes per day in 2015 (vs. 10 minutes in
2014), which is equivalent to 7% of total viewing
time. A lot of non-linear viewing is watched the
same day.
196 195 199 192

57
From November 12 2015
Ziggo and Sport1 started a
new sports channel, with
matches from La Liga and the
NBA as well as Formula 1
races. From the 2016/2017
season the Premier League
will also be on Ziggo Sport for
3 years.
RTL is going to bring GRP
measuring to online, following
the development of the SKO’s
new measurement
possibilities.
Source: http://www.nu.nl/media/4156860/ziggo-en-sport1-kondigen-sportkanaal.html | http://www.vi.nl/nieuws/ziggo-plukt-uitzendrechten-premier-league-weg-bij-fox.htm |
http://www.adformatie.nl/nieuws/triade-media-verzorgt-de-reclameverkoop-voor-ziggo-sport-en-ziggo-sport-totaal | http://www.adformatie.nl/nieuws/rtl-nederland-en-triade-media-gaan-
samenwerken | http://www.adformatie.nl/nieuws/sko-komt-met-dagelijkse-kijkcijfers-voor-online-bekeken-programmas | http://www.adformatie.nl/blog/rtl-doet-een-stap-terug-de-tijd-met-
grps-voor-online
Two Dutch TV networks, RTL
Nederland and Triade Media,
will work together on selling air
time to increase targeting
possibilities for advertisers.
Triade Media is also
responsible for Ziggo Sport.
SKO is going to report daily TV
ratings for programs viewed
online, starting January 1st
2016. SKO wants to report
online campaign ratings as
well, and eventually report a
combined reach of TV and
online: Video Total.

58
6 Dutch YouTube channels
have over 500.000
subscribers, with the reality
channels of Enzo Knol and
StukTV leading (both above 1
million subscribers). Most
popular Dutch channels have
seen their subscriber count
doubled since 2013.
This fall, Linda.tv went live.
Linda first announced the
service to be a paid-on-
demand service with the first 6
months being free. However,
Linda now decided to make it
free as a whole. Linda.tv
counted 123.000 subscribers
as of march 2016.
Source: YouTube audience study 2015 – TNS Nipo http://www.emerce.nl/nieuws/zes-nederlandstalige-youtube-kanalen-hebben-meer-half-miljoen-abonnees |
http://www.emerce.nl/nieuws/nederlandse-virtual-reality-bioscoop-trekt-europa-in |
The Dutch &Samhoud media’s
world’s first VR-cinema will
move into Europe. The cinema
experience was offered
throughout various Dutch
cities, but will now also be
available in Berlin, Munich,
Copenhagen, London and
Zurich.
YouTube has by far the largest
weekly reach of all video
streaming services in The
Netherlands. Every week, 49%
of the Dutch watch YouTube.
YouTube’s daily reach among
15-29 year olds is 45%. The
average daily viewing time for
YouTube is 10 minutes, which
is equal to NPO 2 and more
than NPO 3 (6m).

59
Trends and
developments – 7
Bloggers/Vloggers:
Bloggers and Vloggers are
getting increasingly influential
in younger generations. RTL
Group invested more than
€100 million in a group of
Vloggers; SBS bought 51%
of the shares in Social
1nfluencers and are already
working together with popular
Vloggers to stay in touch with
their young viewers. Various
companies have sprung up to
represent popular Vloggers,
which makes it more efficient
to make advertising deals.
Many of these companies
also offer tailor-made
branded YouTube videos.
Most popular Dutch Vlogger: Enzo Knol
Subscriptions to YT channel: 1.2 MIO
Most popular Dutch Gaming Vlogger: Siv HD
Most popular Dutch Beauty Vlog: Mascha Feoktistova
Subscriptions to YT channel: 502.9 K
Most popular YT channel in the world: PewDiePie (Swedish Gamer)
Source: www.youtube.com; http://theonlinecompany.com/sbs-social-influencers-content-is-king-en-big-data-komen-samen; http://www.volkskrant.nl/media/rtl-contracteert-
youtube-fenomeen-mertabi-volgen-er-meer~a3799474/

60
32.9
million
cinema visitors
in 2015 (+7%)
€8.37Average price
per ticket
(+3%)
€275.6million
in ticket
revenue in
2015
Source: http://www.filmdistributeurs.nl/nieuws/groei-bioscoopbezoek-2015-bewijst-kracht-bioscoopbeleving/
From 2014 to 2015 the number of cinema visitors went up by 7%.
The total number of cinema visitors is at a historically high level (only previously seen in 1967).

61
Dutch TV channels, with advertising possibilities (I/II)
STER (Dutch Government)
RTL
SBS Broadcasting
57 regional channels
Source: retriever.nl, Dec 2015; http://www.adformatie.nl/nieuws/rtl-z-wordt-business-not-usual
Note: RTL Lounge, RTL Crime and Telekids are paid (digital) channels
From September
2015, RTL Z is
broadcasted as a
stand-alone channel
(instead of sharing
the channel with
RTL8)

62
Dutch TV channels, with advertising possibilities (II/II)
The Walt Disney Company Benelux
Triade Media
BE VIACOM
Discovery Networks Benelux
FOX International Channels Benelux
Note: share a channel with Veronica
Note: mostly paid (digital) channels
Source: retriever.nl, Dec 2015 | http://www.adformatie.nl/nieuws/viacom-international-media-networks-lanceert-spike-nederland
BE VIACOM
launched new
channel ‘Spike’,
which replaced
TeenNick and
started broadcasting
on 1 Oct 2015.

63
BrandDeli’s market share is rising steadily, but SBS and RTL show the
biggest growth in 2015. The market share of STER decreased in 2015,
for which it is almost at the same level of RTL.
Source: SKO Jan 2011 – 2015, 02.00-26.00, base: all adults 13+
0%
10%
20%
30%
40%
STER RTL SBS BrandDeli Triade
TV market share
2011 2012 2013 2014 2015

64
Since there was no big sport event in the summer of 2015, the market
share of NPO 1 decreased. RTL4 and SBS show the biggest growth.
Source: SKO 2012 – 2015, 02.00-26.00 base: all adults 13+
STER RTL SBS BrandDeli Triade
0
5
10
15
20
25
%
Market share
2012 2013 2014 2015

65
RTL4 remains the channel with the highest gross advertising spend
levels, with further growth in 2015. Both NPO1 and Net5 show a big
decrease in advertising spend.
0
200
400
600
800
1.000
1.200
€millions
Gross media spend per channel
2014 2015
+ 7%
- 19%
-19%
SBSRTLSTER Brand Deli Triade
+ 4%

66
0
100
200
300
400
500
January February March April May June July August September October November December
Grossmediaspend(inmillion€)
TV seasonality (based on spend)
2013 2014 2015
TV spend shows a clear seasonality pattern which is very consistent year-on-year. Media
spend shows highest spend levels in spring and fall, with summers relatively quiet. TV
vendors all use monthly indices to reflect the seasonality influences in their rate cards.
Source: Nielsen, 2013 - 2015

67
When looking at individual brands advertising on TV, supermarket chain
Jumbo comes out on top, followed by fellow supermarket chain Albert
Heijn. Overall, retail brands dominate the top 10 with 5 brands in total.
No. Brand Category TV gross spend
Q4 2015
4 Lidl Retail € 12,859,844
5 Nivea FMCG € 11,207,068
6 Plus Retail € 10,506,824
7 Renault Automotive € 10,334,514
9 Tui Travel € 9,383,583
Source: Nielsen, 2015 Q4

68
Clutter of broad family/women’s channels. Kids and male channels have a more
distinct profile. Also TLC manages to create a clear female profile.
Source: SKO, 2015 Q1-Q4, base: all adults 13+

69
No clear “second screen definition”. Please take a look at two ways in
which the “second screen definition” is used.
SECOND SCREEN
Use of other screen
(smartphone, tablet, laptop)
while watching TV
To interact with the TV programme To do other stuff

70
Two options for non-linear TV viewing:
On TV screen (set-op 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.
Online (laptop/tablet)
SKO is planning to start delivering the first online video advertising data (census data) in 2015.
Census data will be available for both traditional as well as non-traditional broadcasters starting
in September 2015. The next step will then be to add panel data to the census data.
40% of non-
linear TV
viewing is on
the same day;
28% is watched
the day after the
original
broadcast
Source: SPOT TV Annual Report 2014
4.5% of total
viewing time
is non-linear
via TV
screen
VIDEO ON DEMAND
TV screen, laptop, tablet
and/or smartphone.
Non-linear TV-viewing
(broadcast by traditional broadcasters, i.e. RTL, SBS and Ster)
Broadcast via non-traditional broadcasters
(i.e. Netflix, Youtube, etc)
Also for ‘Video on demand’ the definition is clarified to avoid confusing

71
Main players – ‘traditional’ non-linear viewing
Hard disk recorder
‘RTL XL’ & ‘Kijk’
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. Available via laptop, smartphone, tablet and smart TV.
‘Uitzending Gemist’ (NPO)
TV content from all the public TV channels. Available via laptop, smartphone, tablet and smart TV.
NLziet (NPO, RTL, SBS)
NLziet is a subscription (€8.- per month) for the three online platforms NPO Plus, RTLXL and Kijk.
Subscribers can watch all content of Dutch TV up until 365 days after broadcasting. No advertising.
Available via laptop, smartphone and tablet.

72
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.
Netflix entered the Dutch market in September 2013. For €8.- per month users have a basic account
and have unlimited access to movies and series. Next to the basic subscription Netflix also offers a
standard (€10.-) and premium (€12.-) subscription. Available via laptop, tablet, smartphone and
smart TV.
YouTube offers mostly user-generated content. The first paid channels have already been
introduced. Not yet in the Netherlands, but it 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-per-movie). Available via laptop. In August 2013 RTL took over
Videoland.
Main players – non-traditional

73
Netflix is already very popular in the Netherlands, but there are some
alternatives
Netflix alternatives:
- Videoland unlimited
- Mubi
- SundanceNow Doc Club
- Spuul
- Crunchyroll
- Gaiam TV
Netflix has an estimated total of 1.3 million
subscribers in the Netherlands already. It is
now said that Netflix can be as popular in the
Netherlands as it is in the US, where
households that have a Netflix subscription
watch almost 20% less linear TV and the
audience ratings of women who watch TV
have decreased by 15% within one year.
Source: http://www.nu.nl/internet/4024618/overzicht-zes-beste-netflix-alternatieven.html | http://www.pwc.nl/nl/persbericht/ott-tv-ten-koste-van-lineair-tv-kijken.jhtml

74
The percentage of people who are multi tasking while watching TV has again increased in Q3 2015
and stayed quite stable for Q4 2015, the use of mobile phone is becoming more popular. Email,
social networks, playing games, reading news and chatting are the most popular activities while
watching TV.
Source: GlobalWebIndex, 2014 Q4 – 2015 Q4, Base: Internet users NL16+
0%
10%
20%
30%
Multi tasking activities
Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
Desktop
PC
e-Reader Laptop PC Mobile
phone
Tablet
device
None of
the above
Multi tasking while watching TV
Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

75
Gender
Multitasker while watching TV: mostly 25-34 years old, medium income and
interested in music, TV shows/series, sports, health and fashion/style.
50.1% 49.9%
19 20,7 22,6 21,3 16,4
0
50
100
150
0
0,25
0,5
% Index
Source: GlobalWebIndex, 2015 Q4, Base Internet Users NL16+ (N= 752), TA: MultiTasker While watching TV (N=516)
27%
54%
19% Low (Bottom 25% income) (index 98)
Mid (Mid 50% income) (index 106)
High (Top 25% income) (index 93)
Interests
Income
Age
0
50
100
150
0%
10%
20%
30%
40%
50%
60%
70%
% Agree Index

76
YouTube has by far the highest reach of all VoD channels. Within the
“traditional” players, RTL had the highest reach. This changed in July ’15,
when Netflix overtook them.
Source: DAM Januari 2015 – December 2015 (Base:13+).
0%
10%
20%
30%
40%
50%
60%
70%
80%
Jan Feb Mrt Apr Mei Jun Jul Aug Sep Okt Nov Dec
Video on Demand – monthly reach
YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet

77
Netflix has the highest reach particularly in the 13-19 age group. The total
reach of Linear TV viewing still is much higher compared to the non-
linear.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Totaal 13+ 13-19 jaar 20-34 jaar 35-49 jaar 50-64 jaar 65 jaar en ouder
Monthly reach
Netflix RTL XL NPO gemist KIJK.nl
Source; DAM 13+, Okt 2015 – Dec 2015 (monthly average) | SKO 13+, Jan 2015 – Sep 2015, lowest month reach within the period
STER: 94%
RTL: 93%
SBS: 91%
STER: 90%
RTL: 91%
SBS: 89%
STER: 97%
RTL: 95%
SBS: 93%
STER: 99%
RTL: 97%
SBS: 93%
STER: 95%
RTL: 93%
SBS: 91%
STER: 84%
RTL: 88%
SBS: 84%

78
People still watch twice as much online video on desktops/laptops than
on tablets and smartphones. Netflix is the most popular on-demand
media service with 22% of the people using it in 2015 Q4.
29%
9% 10%
41%
15% 14%
8% 8%
23%
15% 16%
5%
12% 11%
7%
33%
42%
52%
45% 44%
27% 19%
39% 32% 34%
Reach for devices used by people to watch video
on demand
Daily Weakly Monthly Never Don't own this device
15,7%
10,3%
4,4%
19,2%
10,7%
3,1%
18,9%
13,0%
2,9%
21,5%
15,6%
4,6%
0%
5%
10%
15%
20%
25%
Netflix RTL XL Videoland
Which of the following services have you used in the
last month?
2015- Q1 2015- Q2 2015-Q3 2015- Q4
Source: Motivaction, Onderzoek Online Video 2014, base: online consumers 14-65 years old (N=1,083) | Source: GWI on-demand media service Q4 2014 – Q4 2015, base: NL 20-49 |
Warc
Television is falling out
of favour, experiencing
double-digit declines in
usage around the world
as consumers
increasingly turn to
various digital devices
to view video content

79
Professional content most popular, both TV as well as other professional
content. The younger the target audience the more time is spent on user
generated content.
Source: Media:tijd 2015, base: All adults 13+ (N=2,904)
0
5
10
15
20
25
30
35
NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year
Minutesperday
Non-linear content
Non-Linear TV content Other professional content User generated/youtube

80
Catch-up TV has grown significantly. The programme ‘Herman Finkers
oudejaarsconference 2015’ is the most watched catch-up TV show in the
Netherlands.
Date Day Programme Channel Viewers
(x1000)
1
31-12-2015 Thursday
Herman finkers
oudejaarsconference 2015 NPO 1 404
2 25-9-2015 Friday Flikken maastricht NPO 1 328
4 30-1-2015 Friday Wie is de mol NPO 1 271
5 17-10-2015 Saturday Ik vertrek 10 jaar NPO 1 264
9 1-10-2015 Thursday Expeditie robinson 2015 RTL 5 244
10 26-2-2015 Thursday Wie is de mol NPO 1 238
Source: SKO, trends in uitgesteld kijken via de televisie, 13+ 2015

81
The cinema chains JT
(British) and Kinepolis
(Belgium) are taking up
the battle with cinema
chain Pathé. Their
market share in the
Netherlands is rising.
#locations #cinema halls #seats
Pathé 22 169 36.120
Kinepolis 8 42 8.298
VUE 6 38 7.237
Utopolis 5 34 6.285
Other 28 131 20.101
Total 69 (51%) 414 (61%) 78.041 (66%)
#locations #cinema halls #seats
VUE 15 71 12,845
Other 51 190 27,740
Total 66 (49%) 261 (39%) 40.585 (34%)
The capacity of the cinema
sector has increased 10%
since 2009. Movie theatres
(34 in 2014) grew relatively
faster than cinemas (141 in
2014). The admission price of
substitutes (other leisure
activities) grew faster than
the admission price of
cinemas.
Source: Jean Mineur & Fox Screen, 8th september ’15 | http://www.filmonderzoek.nl/ocw-ontwikkelingen-in-de-cultuursector
Next to main player Jean Mineur, FoxScreen (sister company of CineFox; silent
local advertising) entered the market as vendor for national cinema advertising.
With 66% of the seats, Jean Mineur still is the biggest vendor.

82
Number of cinema visitors is increasing in line with the number of
film releases per year
-
100
200
300
400
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
#Cinemas&FilmReleases
Visitorsinmillion
# Visitors (million) # Film releases # Cinemas
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema
Media Owners), annual report 2015 | http://www.volkskrant.nl/media/britten-en-belgen-gaan-strijd-met-pathe-aan~a4128460/

83
In general, an increase of cinema visits is visible in 2015
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), annual report 2015 | http://foxscreen.nl/
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
4.500
Visitsin‘000
4-week period
Cinema visits per 4 weeks
2015 2014

84
0
20
40
60
80
100
120
140
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
4,0
4,5
Mediaspend(in€millions)
Seasonality cinema (spend & visitors)
Average visitors index 2007-2011 2013 2014 2015
Cinema does not have the same seasonality pattern that we see for TV, however
generally there is an increase in spend around December. Cinema vendors use monthly
indices to reflect the seasonality influences in their rate cards.
Source: Nielsen, 2013 -2015
| Average seasonality cinema visits Jean Mineur Network 2007-2011

85
The movie ‘Spectre’ was the most popular film in 2015
Title Revenue
(in ‘000)
Visits
(in ‘000)
Spectre € 19,155 2,041
Minions (3D) € 13,143 1,611
Jurassic world (3D) € 9,999 1,007
Star Wars: The Force Awakens (3D) € 9,090 864
Fast & Furious 7 € 8,421 956
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema
Media Owners), annual report 2015

86
The regular cinema visitor is more male and is younger than the non-
regular cinema visitor. Both groups do have a high social class and
are more likely to be male.
53% 48%
Profile regular cinema visitor*
Source: NPDM Print & Doelgroep Monitor 2014 II – 2015 I, base: total NL 13+ (N= 19.115) | * Regular cinema visitor is defined as someone who visits at least once a
month a cinema, non-regular visitors are people who visit the cinema less then once a month.
Profile non-regular cinema visitor*
4%
31%
21%
18%
16%
10%
13-14 (index 171) 15-24 (index 221)
25-34 (index (144) 35-49 (index 71)
50-64 (index 69) 65+ (index 50)
Social
class
% Index
A 28% 155
B1 37% 114
B2 16% 81
C 17% 69
D 2% 43
Social
class
% Index
A 20% 110
B1 35% 110
B2 22% 108
C 20% 82
D 2% 50
46% 54%
4%
20%
17%
31%
20%
8%
13-14 (index 147) 15-24 (index 132)
25-34 (index (122) 35-49 (index 122)
50-64 (index 84) 65+ (index 44)

87
For both 2014 and 2015 the age group 6-15 has the highest reach for
cinema
Source: Bioscoopmonitor 2015
74%
81%
73%
58% 59%
55%
38%
32%
75%
83%
73%
61% 59%
62%
43%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+
Cinema reach
2014 2015

89
MCP: Listening
Consumers´ listening patterns are also
rapidly changing. New players such as Spotify have
entered the market and are changing the way
consumers experience music. The availability of music
and radio via multiple devices further impacts how
people experience listening to music and radio.

90
Trends and developments I
Spotify and Beatport will work
together on bringing more electronic
music to Spotify. Beatport is known
for its wide offer of dance music and
exclusive remixes by artists in the
electronic music industry. Apple
Music has a similar construction with
DJ Mag, who control exclusive
playlists on Apple Music.
Zune will cease to exist. The music
streaming service of Microsoft was
never very popular. In 2015 alone 9
music streaming services have quit.
While downloading and streaming in
the digital music industry are
expected to grow in user numbers
through to 2020, it’s still difficult to
make it profitable due to the
expensive rights licenses for music.
Source: http://www.nu.nl/internet/4093236/spotify-integreert-elektronische-muziek-van-beatport.html | http://www.nrc.nl/nieuws/2015/11/18/wie-belanden-er-op-het-grote-online-
muziekkerkhof?utm_source=email | http://www.adformatie.nl/nieuws/radio-8fm-zenders-zee-met-e-power
Radio 8FM will be broadcasted in all
of The Netherlands. A combination of
Freez FM, Radio Royaal and Radio
8FM will continue under the name
Radio 8FM. Their focus is on the 25-
55 year old listener, with a ‘Classic
Hits’ music format. E power, their
sales house, are expecting a
national market share of 7%.

91
Trends and developments II
The current broadcasting licenses of commercial radio for
broadcasting via FM, AM and DAB+ originally expired in 2017, but
are extended until 2022. The government will assign new licenses
by auction, an idea that caused a lot of resistance. By the
extension, minister Kamp meets the needs of radio stations and
the Dutch House of Representatives.
Radio stations who want to broadcast on FM, also have to
broadcast through DAB+. Since 2015 also DAB+ licenses without
FM licenses are sold by the government.
Compared to other European countries, the Netherlands have the
fastest role of digital radio DAB+.
The media exchange is an independent trading platform for real-
time programmatic buying of radio spots at theme stations (e.g.
538 dance department, Sky radio lounge, etc). The Media
Exchange supports real time buying for radio spots the same way
online display advertisements are bought.
Participating radio stations are online theme stations of: 538
Groep, Sky Radio Group, Q-music, Radio 10, 100%NL, Arrow
Caz, RTL Lounge, Soul Radio, Candlelight, Slam! , DeepFM,
BNR Nieuwsradio, Brute Beats, 18 Hits en Gooisch music.
Source: http://radio.nl/807298/veiling-van-radiofrequenties-wat-gaat-er-gebeuren | http://www.adformatie.nl/nieuws/vergunningen-fm-frequenties-met-vijf-jaar-verlengd |
http://www.themediaexchange.nl/?mc_cid=b905d536f1&mc_eid=5ced93674c

92
Dutch radio stations, with advertising possibilities (I/II)
STER
One Media Sales
Sky Radio Group
Q-Music NL
Source: retriever.nl, October 2015 | http://www.nrc.nl/nieuws/2015/03/05/npo-radio-6-stopt-per-1-januari-met-uitzenden/
Radio 6 will
stop 1 January
2016 because
of budget cuts

93
Dutch radio stations, with advertising possibilities (II/II)
Flux Media Factory
Groot Nieuws Radio
YPCA
FunX
116 regional stations
22 online stations
Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations
Note: Sales via E Power, but with national coverage
Source: retriever.nl, October 2015

94
NPO Radio 2 and Radio 10 have increased their market share, while
Radio 538, ORN and NPO 3 FM have decreased their market share.
Source: NLO, based on audience of 10+, Note: % is Avg Q1 – Q4 2015
0%
5%
10%
15%
Radio
538
NPO
Radio 2
Sky
Radio
Qmusic ORN
Radio
NPO
3FM
NPO
Radio 1
Radio 10 E Power
Radio
Radio
Veronica
100% NL NPO
Radio 5
NPO
Radio 4
Classic
FM
Slam!FM RadioNL
Market share (%)
Q1 2015 Q2 2015 Q3 2015 Q4 2015
+ 12%
+27%
+ 13%
- 11%
- 9%
- 8%
DJ´s Coen and
Sander have left
3FM and moved to
Radio 538. Also
Gerard Ekdom
moved from 3FM
to Radio 2

95
The three biggest radio stations by advertising revenue are Radio 538, Q-
Music and Sky Radio. Both Radio 538 and Q-Music had an increase in
revenue in 2015.
0
20
40
60
80
100
120
140
160
180
200
MediaSpendperStation(inMillions)
2014 2015
+8%
+15%
+126% -34%
-2%
+101%

96
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
90.000
100.000
GrossmediaspendX1000
2013 2014 2015
Although the spend levels for radio differ over the years, there seems to be a clear seasonality trend. From January to June spending
slowly raises. After a dip in the summer period, it increases rapidly to an maximum in Q4 (due to multiple top-lists and Christmas
actions at the end of the year). Some Radio vendors uses monthly indices to reflect the seasonality influences in their rate card.
Seasonality spend influences for radio
Source: Nielsen, 2013 -2015

97
No. Brand Category Radio gross spend in Q4 2015
1 Renault Automotive €5,544,573
2 Kruidvat Retail €4,058,928
3 Lidl Retail €3,843,502
4 Rabobank Finance €3,141,920
5 KPN Telecom €2,996,273
6 Vodafone Telecom €2,981,377
7 Opel Automotive €2,690,835
8 Staatsloterij Lottery €2,490,547
9 Volkswagen Automotive €2,473,537
10 Peugeot Automotive €2,404,536
When looking at individual brand level in radio advertising, Renault has the highest
spend levels followed by Kruidvat and Lidl. Overall, automotive are best
represented in the top list of radio spend.

98
For the older audience there is some clutter, mostly among the
public radio stations. A young and more female station is missing in
the radio landscape.
Source: NLO, 2015 (jan-sep), based on 13+
Young
Male
Old
Some radio stations
have to take into
account certain
content formats
initiated by the
Dutch government.
*Radio Veronica:
‘oldies’ (music more
than 5 years old)
*BNR Nieuws
Radio: News
*SLAM!:
Alternative
*Sublime FM:
Jazz and/or classic
*100% NL:
Dutch
Female

99
Desktop and laptop getting less popular for radio usage. Mobile phone
and SettopBox show an increasing trend as device for listening to radio.
Source: Trends in Digital Media 2014, GfK Intomart, June 2015, base: online population 13+ (N=1,258) *Claims to listen radio via device
0%
5%
10%
15%
20%
25%
30%
35%
June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15
%Agreetolistenviadevice
Digital radio listening*
Desktop Laptop Smartphone Tablet SettopBox Streaming- network audioplayer

100
Most time spend online radio via Desktop, followed by Digital TV and
laptop. Radio station apps getting popular, although Spotify is way ahead.
No big difference between app download for Phone or Tablet.
Source: Trends in Digital Media, GfK Intomart, June 2015, base: All (n=1258)
0% 5% 10% 15% 20% 25%
Spotify
Radio 538
NPO 3FM
Q-music
Nederland.fm
NPO radio 2
NPO radio 1
Sky Radio
100%NL
Radio Veronica
NPO radio 4
Radio Apps (downloaded)
Tablet (n=810)
Smartphone (n=1036)
82
81
53
45
27
11
0
50
100
150
200
250
300
350
Average minutes per week
Desktop
Digitale TV
Laptop
Streaming-/network player
Smartphone
Tablet
Source: Trends in Digital Media, GfK Intomart, June 2015, base: owners of tablet and/or smartphone

101
Streaming music
Application-based (laptop &
smartphone) music streaming
service. 6,8 million free users
(1.7 million monthly active). Only
7% of the Dutch are paying for
the music streaming provider
Spotify. Part of the paid versions
are offered through agreements
with KPN and T-mobile.
Reach Q2 2015
24,9%
An audio platform that
enables sound creators to
upload, record, promote and
share their originally-created
sounds.
Reach Q2 2015
6,8%
Web-based music streaming
service. Also available on
smartphone (partner with
telecom provider T-Mobile)
Spot advertising within
playlist possible.
Reach Q2 2015
2,7%
Personalised radio station,
introduced in 2012 by Sky
Radio Group.
Club Judge (online
Party/Event platform) offers
non-stop DJ-set via My
Radio
Reach Q2 2015
0,1%
Source: Spotify | DAM Q2 2015 (TA 13+ N=1,091), Average monthly reach | Device ownership Spotify - Trends in Digital Media, GfK Intomart, Dec 2014, base: online
population 13+ who own a tablet and/or smartphone AND have al least one app

103
MCP: Reading
Reading is slowly shifting from paper to (online) screens. More and more people are reading
newspapers on their tablet or mobile phone. Increasingly, news content is being accessed
via free news sites or apps. These new possibilities to get news and read magazines are
dramatically changing the experience of reading.

104
Trends & developments – I
De Persgroep and Wegener Media joined
forces in January 2016 and will start
operating together under the name De
Persgroep Nederland. The newly formed
entity wants to provide clarity by calculating
all prices in the same manner. Pricing
based on Cost per Mille (CPM) will also be
applied to regional and local titles. Gross
base prices for those titles will be
significantly reduced.
More news media are putting up an online
paywall on their website. This means you
have to pay to see most of the content.
NRC is the latest newspaper that has
implemented this, starting September
2015. So far the big Dutch news media
who use a paywall are Nederlands
Dagblad, De Volkskrant, Trouw (partly), De
Correspondent and Blendle.
Source: http://www.adformatie.nl/nieuws/persgroep-trekt-prijsstrategie-door-naar-regionale-en-lokale-titels | http://www.denieuwereporter.nl/2015/03/nrc-nl-gaat-in-september-achter-een-
paywall/ | http://www.adformatie.nl/nieuws/barbara-van-beukering-lanceert-paper
The new app PAPER, launched in May
2015, is a daily online magazine that
offers the best of de Volkskrant, Trouw,
Algemeen Dagblad, Het Parool, De
Morgen and the regional newspapers of
de Persgroep for €5.95 per month.

105
Trends & developments – II
Discount retailer Lidl won the 2015 ‘folder vakprijs’, the
industry award for door drops and leaflets. The criteria for
winning this award are based on innovation, creativity,
stimulating action, being distinctive, eye-catching and
brand building but also take into account how the door
drops/leaflets fit into the overall communication mix.
Publisher Sanoma won the 2015 DDMA Customer Data
Award. DDMA (Data Driven Marketing Association) is the
Dutch industry association for direct marketing. The annual
award was given to Sanoma for the way that they make
use of customer data in trying to improve products and
personalize content.
Source: http://www.distrifood.nl/formules/nieuws/2015/5/lidl-wint-folder-vakprijs-2015-10191167 | http://www.emerce.nl/nieuws/customer-data-award-innovatief-sanoma |
http://datadag.nl/brancheorganisatie-ddma-heeft-gisteravond-de-customer-data-award-2015-uitgereikt-aan-sanoma-de-award-is-een-waardering-voor-de-succesvolle-wijze-
waarop-sanoma-klantgegevens-inzet-om-producten-te-verb/

106
Trends & developments – III
New editor in chief Paul Jansen announced a step change for
tabloid newspaper de Telegraaf in September 2015. He wants
more focus on in-depth journalism and fewer populist
headlines. In addition, the layout of the paper is also being
updated with more regular sections. Jansen will work with new
editors for their five subcategories: Telesport, Financial
Telegraaf, Vrouw, Privé and Autovisie.
The editor in chief of NRC, Peter Vandermeersch, announced a
change in the paper’s pay-off in October 2015. The new pay-
off: ‘What is your opinion based on?’ is in line with the original
foundations of the paper to confront readers with questions that
will intrigue them. In addition NRC.next is updating its regular
sections to better match its readers’ needs. Changes will be
made to both the digital and paper versions, the latter of which
will compete in the category of morning papers.
http://www.adformatie.nl/nieuws/vanaf-maandag-vernieuwde-minder-schreeuwerige-telegraaf | http://www.adformatie.nl/nieuws/telegraaf-breidt-hoofdredactie-uit |
http://www.adformatie.nl/nieuws/nrcnext-wordt-vernieuwd-en-wil-strijd-de-ochtend-aan |

107
Trends & developments – IV
Paid blogs can easily be perceived as misleading for
consumers. Currently many advertisers and bloggers are
breaking the rules of the advertising code of social media by
not mentioning the words ‘advertorial’ or ‘sponsored story’ in an
article. The problem is difficult to solve as the Dutch advertising
code committee is only allowed to step in when consumers
lodge a formal complaint. However most consumers, bloggers
and advertisers are not aware of the rules so this remains a
grey area for the time being.
People who try to sell on their e-books on marktplaats.nl (the
Dutch version of Ebay), will face being told off by foundation
‘BREIN’, which represents copyright holders. In an attempt to
tackle online piracy, BREIN is sending out automated emails,
warning of high fines and possible prison sentences.
http://www.trouw.nl/tr/nl/5133/Media-technologie/article/detail/4153121/2015/09/30/Betaalde-blogs-misleiden-consument.dhtml |
http://www.emerce.nl/nieuws/brein-dreigt-doorverkopers-van-e-boeken-met-boetes

108
Blendle is a micropayment platform for quality content. Subscribers can top up their Blendle wallet and are
then only one click away from buying articles from various newspapers and magazines. After steadily
expanding in its Dutch home market since its launch in 2014, the platform has now also been launched in
Germany (2015) and is in a beta trial phase in the US (2016).
As part of its international expansion plan, Blendle has
expanded its portfolio by adding international newspaper
titles such as The New York Times, The Wall Street Journal
and The Washington Post, as well as Times Inc magazines,
amongst others.
Source: http://www.nu.nl/media/3913043/blendle-krijgt-3-miljoen-van-new-york-times-en-axel-springer.html; http://tweakers.net/nieuws/102770/blendle-heeft-57000-actieve-
gebruikers.html; http://www.emerce.nl/nieuws/blendle-lanceert-btaversie-vs; http://www.wired.com/2016/03/pay-25-cents-read-article-blendle-certainly-thinks/
New media development: pay-per-article/micropayments

109
Newspapers print circulation dominated by national newspapers
1.537
1.195
433
-
200
400
600
800
1.000
1.200
1.400
1.600
1.800
2015
Moving year average circulation figures (in ‘000s)
National newspapers Regional newspapers Free sheets
Source: NOM, 2015 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)

110
Top 10 ranking Title Newspaper type Total annual paid circulation
Q1 2015 – Q4 2015
Total annual circulation
Q1 2015 – Q4 2015
1 De Telegraaf National 416,318 469,972
2 Metro Free sheets 0 432,510
3 AD National 337,319 386,583
4 De Volkskrant National 223,778 265,758
5 NRC Handelsblad National 143,027 154,013
6 Dagblad De Limburger Regional 128,542 134,274
7 De Gelderlander Regional 108,102 119,341
8 Trouw National 89,957 107,959
9 Noordhollands Dagblad Regional 99,922 104,217
10 Dagblad van het Noorden Regional 96,515 102,613
Tabloid newspaper De Telegraaf is leading the pack in terms of
circulation
Source: NOM, Q1 2015 – Q4 2015 annual moving average circulation figures for newspapers.
Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.

111
Online reach of news site Nu.nl is bigger than websites of traditional
print papers
No. Top 10 online News
brands
Reach (%) Reach (‘000) # Visits (‘000) Frequency
1
Nu.nl
64.5 9.120 445.625 50,0
2
NOS
54.2 7.663 455.536 59,4
3
Telegraaf
53.1 7.513 257.006 34,2
4 AD 48.8 6.899 199.130 28,9
5
RTL nieuws
36.9 5.221 75.657 14,5
6 De Volkskrant 27.2 3.842 45.580 11,9
7
NRC 24.4 3.458 28.287 8,2
8
Drimble 15.6 2.201 7.349 3,3
9
Metro 15.4 2.181 7.857 3,6
10 Trouw 12.7 1.803 22.795 12,6
Source: DAM, All platforms Q4 2015 (Base: 13+)

112
-
20
40
60
80
100
120
140
Newspapers
Grossspend(inMillions)
2013 2014 2015
Newspaper spend levels dip slightly in summer and rise around
Christmas. For the rest of the year, spend levels are generally stable.
Source: Nielsen, 2013 -2015, gross spend for newspaper advertising only.

113
No. Brand Category Newspapers gross spend in Q4 2015
1 Kras Reizen Travel €9,200,436
2 NRC* Media €7,245,003
3 Molenaar Health €6,664,615
4 Koopjedeal.nl Retail €5,312,318
5 Lidl Retail €4,306,413
6 Familieberichtenonline Media €4,133,578
7 Stip Reizen Travel €3,939,712
8 Effeweg.nl Travel €3,605,050
9 Corendon Travel €3,463,257
10 Hollands Nieuwe Telecom €3,463,257
Travel brands heavily dominate the top 10 spend in newspapers
Source: Nielsen, 2015 Q4, gross spend for newspapers only.
*NRC brand consists of all media of NRC. Most ads are for their own newspapers

114
Telegraaf and Brabant Combinatie stay on top and increase in spend
compared to 2014. Local daily newspapers are well represented.
0
50
100
150
200
250
300
Mediaspend(inmillions)
2014 2015
+16%
-38%
+48%
-53%
+4%
-33%
-39%
Source: Nielsen, 2014 – 2015, gross spend for newspapers only.

115
Since 1 October 2014, Metro is the only free sheet left in
the Dutch market
Title Media owner /
Publishing
house
Sales
house
Distribution
Metro
Telegraaf Media
Nederland /
Landelijke Media
B.V.
Telegraaf
Media
Nederland
National distribution &
special editions in
Amsterdam, The
Hague, Rotterdam

116
Both tablet and mobile are increasingly popular for reading
newspapers. All digital platforms are used frequently, at a daily level.
0%
5%
10%
15%
Less than once
a month
Once a month
Once every two
weeks
Once a week
2-3 days a
week
4-5 days a
week
6-7 days a
week
Pc/Laptop Mobile Tablet
36%
17%
15%
38%
20% 20%
36%
21%
23%
35%
22%
24%
NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II
NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II
Source: NPDM releases: 2012 II – 2013 I to 2014 I – 2014 II, base: total NL 13+Source: NPDM releases: 2014 I– 2014 II, base: total NL 13+
Digital use of newspapers

117
Family, culinary and women’s magazines have highest circulation
figures
0
1.000
2.000
3.000
4.000
5.000
6.000
Family Culinary
mags (incl
sponsored)
Women's TV listings Home
decoration,
gardening &
DIY
Special
interest
Kids & youth Mind & body Popular
Science
Sports Other
Moving year average total circulation (in ‘000s)
Source: NOM, Q1 2015 – Q4 2015 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).

118
In the magazine category high circulation numbers for sponsored
magazines. Kampioen has the highest total circulation in Q1 2015 – Q4
2015.
Top 10 magazines in
terms of circulation
figures
Title Magazine type Total paid circulation
Q1 2015 – Q4 2015
Total circulation
Q1 2015 – Q4 2015
1 Kampioen Family 3.451.175 3.451.175
2 Allerhande Culinary sponsored 0 2.049.849
3 Boodschappen Culinary sponsored 0 1.982.416
4 AllesVoor Family 0 1.395.860
5 Eigen Huis magazine
Home decoration,
gardening & DIY
720.990 720.990
6 Vrouw Women’s 0 572.802
7 Zorgbelang Special interest 0 497.955
8 Veronica Magazine TV listings 386.919 388.329
9 Het Volkskrant Magazine Newspaper mags 0 348.783
10 Libelle Women’s 326.302 329.592
Source: NOM, Q1 2015 – Q4 2015 annual moving average circulation figures for magazines

119Source: NOM Print & Doelgroep Monitor 2014-II 2015-I, base: total NL 13+ (N=15,677)
Women’s and family titles have highest reach
Top 10 magazine titles
in terms of audience reach
Publication type
Average issue reach amongst
NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
Kampioen Family 4,976 35.2
Allerhande Sponsored 4,122 29.1
Libelle Women’s 1,779 12.6
Donald Duck Kids 1,449 10.2
Veronica TV listings 1,380 9.8
Margriet Women’s 1,164 8.2
LINDA. Women’s 1,159 8.2
Vrouw Women’s 1,118 7.9
Privé Celebrity 1,100 7.8
Quest Science 1,017 7.2

120
-
10.000
20.000
30.000
40.000
50.000
January February March April May June July August September Oktober November December
Magazines
grossmediaspendX1000
2013 2014 2015
There is a strong seasonality pattern for magazines in which summer
shows a strong decrease in media spend. It shows highest spend
levels in spring, fall and during the Christmas season.
Source: Nielsen, consumer magazines gross spend 2013 -2015 (excluding trade press titles)

121
No. Brand Category Gross spend in Q4 2015
1 Hollands Nieuwe Telecom €1,416,341
2 Albert Heijn Retail €1,411,586
3 Weekmenu.nl Food €1,096,706
4 Unox FMCG €1,048,591
5 Elsevier* Media €948,966
6 Molenaar Health €892,626
7 Robijn FMCG €739,278
8 Calvé FMCG €718,334
9 Sanoma* Media €713,322
10 Prominent Retail €693,468
When looking at an individual brand level in magazine advertising, Hollands
Nieuwe comes out on top followed by Albert Heijn and Weekmenu.nl.
*Elsevier brand consists of all media of Elsevier. Most ads are for their own magazines
*Sanoma brand consists of all media of Sanoma. Most ads are for their own magazines

122
Allerhande has the highest amount of media spend and shows a YOY
growth. Harper’s Bazaar shows the highest YOY growth. This is in contrast
with the overall decrease in media spend for magazines.
0
5
10
15
20
25
30
35
40
Mediaspend(inmillions)
2014 2015
+5%
+13%
-12%
-18% -28%
+22%
-19%
-25%
-18%+83%

123
No high usage of magazines via digital platforms yet. PC/Laptop most
popular and also most often used
12%
4%
6%
13%
5%
8%
12%
5%
8%
11%
5%
9%
NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II
NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II
Source: NPDM releases: 2012 II – 2013 I to 2014 I – 2014 II, base: total NL 13+
0%
1%
2%
3%
Less than once a
month
Once a month
Once every two
weeks
Once a week2-3 days a week
4-5 days a week
6-7 days a week
Digital use of magazines
Source: NPDM releases: 2014 I – 2014 II, base: total NL 13+

124
Printed door drops have higher reach than digital door drops
48%
79%
64%
71%
55%
24%
43%
64%
5%
16%
10% 12%
8%
3% 4%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
% Reach doordrops print – digital
Reach % - Print Reach % - Digital
Source: NOM folder monitor 2013 | NOM Huis-aan-huis bladen monitor 2014
# Title Reach %
1 Wegener Media 43,8%
2 Holland media combinatie 14,5%
3 Totaal Zuid Holland 9,9%
4 A&C Media 8,2%
5 NDC mediagroep 7,6%
Top 5 Door-to-door papers
All door-to-door
papers have a
reach of 61,8% in
the Netherlands

126
MCP: Communicating
Human beings are a social species, with communication taking place throughout the day.
Face-to-face interaction won´t disappear anytime yet but the younger generations don’t
differentiate so much anymore between online/offline communications. The social
experience around communication is changing as communicating via Facebook Messenger,
WhatsApp, Snapchat and the like is getting more and more accepted.

128
Trends and developments – I
The three most popular Dutch brands on
Instagram right now are RUMAG., BALR
and Filling Pieces Footwear. On the
fourth place is KLM, who was leading in
the previous top 25. The new list is
dominated by the branches fashion (10
times), magazines (5 times) and soccer
(3 times). Striking is the fact that the top
3 brands have more followers on
Instagram than on Facebook.
Messenger apps are now increasingly
used to make phone calls. One of five
smartphone users use regularly an app
for calling with other people. Currently,
12% of the phone calls are committed
through a messenger app (i.e.
Whatsapp; Facebook Messenger) and
this number continues to grow.
The website echtevoetballers.nl is
going to be the social platform for
amateur football. Users on this platform
can share their movies of football
actions and you can find highlights of
football games. It’s a place where the
football fans can come into the
spotlights and where it doesn’t matter
how much talent you have and in which
team you play.
Source: http://www.emerce.nl/wire/social-media-platform-amateurvoetbal-nederland-live | http://www.emerce.nl/nieuws/bellen-via-berichtenapp-gemeengoed |
http://www.marketingfacts.nl/berichten/instagram-brand-monitor-de-populairste-merken-in-nederland

129
Trends and developments – II
Pinterest opens it’s very own webshop in
which a selection of articles of Buyable pins
are offered. 60 million products are for sale
on Pinterest since the launch of the
webshop. Right now when customers like
things on Pinterest, they can immediately
buy the product.
Whatsapp is slowly replacing Facebook. Dutch
people are becoming more conscious in sharing
their messages, photos and videos in small
selected groups. The amount of sent pictures is
three times higher on Whatsapp than on
Facebook or Instagram. When people have to
choose between Facebook and Whatsapp, 72%
chooses Whatsapp.
Source: http://www.emerce.nl/nieuws/pinterest-opent-eigen-webwinkel | http://www.emerce.nl/nieuws/facebook-krijgt-steeds-meer-concurrentie-van-whatsapp

130
0%
10%
20%
30%
40%
50%
60%
Total 16-24 25-34 35-44 45-54 55-64
Using services such as AdBlock in the past month
Q1- 2015 (n=751) Q2- 2015 (n=751) Q3- 2015 (n=791) Q4- 2015 (n=752)
Source: GlobalWebIndex, Q1 2015 – Q4 2015, Base Internet Users NL16+
In the first half of
2015, there was a
clear uplift in the
younger age groups
when it comes to the
use of AdBlockers. In
Q3&Q4 2015 there is
only an increase for
older age groups.

131
Trends and developments III – User behavior of social media
Source: http://www.frankwatching.com/archive/2015/12/17/zo-gebruiken-jongeren-instagram-snapchat-youtube-in-2016/?utm_source=Measuremail&utm_medium=wekelijkse-nb&utm_campaign |
http://www.emerce.nl/nieuws/infographic-fenomenale-groei-snapchat
6.8 million Dutch people are using
Youtube. The amount of people who
watch video’s on Youtube, increased
this year with 40% since March
2014. Mobile use is increased with
100%.
Daily use of Instagram is increased
this year with 35%. There are 400
million users worldwide compared to
300 million users last year. 1.8
million Dutch people use Instagram,
mostly within the age group 15-19
(50%). Most popular categories on
Instagram are fashion and sports.
With 100 million daily users,
Snapchat is becoming an interesting
source of news and information. 0.8
million Dutch people are using
Snapchat daily and 6 billion videos
are watched. Snapchat is used by
young people in a similar way as
Whatsapp is used. Since Q3 2015
advertising within Snapchat is
possible.

132Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
Facebook seems to have plateaued at very high level. YouTube is a (stable) second
network in terms of claimed usage. Google+ is rising significantly in claimed usage.
Social media usage
In Europe,
Facebook has the
highest mobile
penetration in the
Netherlands
(89,3%)

133
Facebook and YouTube are most used platforms in the year 2015
Main platforms:
2.8 million
Dutch
people use
Twitter, 1
million use
it daily
3.8 million
Dutch
people use
LinkedIn,
0.4 million
use it daily
3.9 million
Dutch
people use
Google+,
1.3 million
use it daily
6.8 million
Dutch
people use
Youtube,
1.2 million
use it daily
9.4 million
Dutch
people use
Facebook,
6.6 million
use it daily
Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
0.1 million
Dutch
people
use
WeChat,
28.0000
use it
daily
1.6 million
Dutch
people
use
Pinterest,
261.000
use it
daily
1.8 million
Dutch
people
use
Instagram,
722.000
use it daily
0.1 million
Dutch
people use
Foursquar
e, 31.000
use it daily
0.3 million
Dutch
people
use
Tumblr,
125.000
use it daily
0.8 million
Dutch
people
use
Snapchat,
320.000
use it
daily
Upcoming
platforms:

134
Snapchat is used mainly by the new generation (gen Z) (47% 13-19)
11% 12%
16%
8% 10% 8%
26%
47%24%
28%
30%
29%
30%
24%
36%
37%
28%
29%
29%
31%
30%
29%
20%
12%
24%
22%
18%
23%
21%
26%
14%
5%
13% 10% 7%
10%
8%
13%
4%
FACEBOOK TW ITTER INSTAGRAM LINKEDIN PINTEREST GOOGLE+ TUMBLR SNAPCHAT
AGE DISTRIBUTION OF SOCIAL NETWORKING SITES IN NL
13-19
20-34
35-49
50-64
65+
Source: DAM, Q4 2015, 13+

135
After a period of overall decrease, Facebook again realized an increase in account
ownership in Q4 2015 for age groups 24-34 and 55-64. Moreover, for all age
categories, active monthly Facebook users also went upward since Q2 2015.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64
Honderden
Account ownership
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Source: GlobalWebIndex, Q2 2014 – Q4 2015, Base Internet Users NL16+,
0%
10%
20%
30%
40%
50%
60%
Active users monthly
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

136
0%
10%
20%
30%
40%
50%
60%
Account ownership
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Account ownership and active users of Twitter is slightly decreasing, except for age groups 45-
54 and 55-64 in which ownership numbers are growing. Furthermore, there seems to be an
overall increase in Twitter activity in Q4 2015.
0%
10%
20%
30%
40%
50%
60%
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

137
Account ownership of Instagram is increasing and is particularly high for the
younger age groups (16-24). The percentage of active users also grows, with a
significant increase of activities for the groups 16-24 and 25-34.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Account ownership
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

138
Account ownership for YouTube seems to decrease again except for age group
55-64. For active users, there is a considerable increase in Q3 2015 for all age
groups but for Q4 2015 only an increase for age groups 16-24 and 35-44.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Account ownership
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

139
Social Media users in the Netherlands: All layers of society use Social
Media, but privacy concerns are still an issue
66% is
worried
about their
data being
sold
59% is
worried
about their
data in
general
58% doesn’t
know if they
can trust
social media
13% has
a lot of
trust in
social
media
Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+

140
Worries about privacy have significantly decreased among users.
People are least worried about government collecting their data.
43%
44%
48%
26%
Online privacy worries 2015
Phishing Identity fraud
Companies collecting data Government collecting data
44%
21%
52%
13%
0% 10% 20% 30% 40% 50% 60%
Worried
Not
worried
Worries about privacy
2014 2015
Source: Ruigrok NetPanel, Whats happening online 2015, 18+ n=1,359

141
Twitter TV buzz is booming, Starcom uses Echo Listening Tool to
analyze social media buzz. SPOT introduced Twitter TV Ratings to
count tweets around TV content.
Source: http://spot.nl/top-10-meest-getwitterde-tv-programmas-2015/
From Echo Listening analyses we’ve
learned that people like to talk about
(special) TV campaigns. People also like
to talk about TV campaigns via social
media. However most of the
conversations are not program related
No. Date Title Channel Twitter
Reach
Twitter
impressions
Tweets
1
19-05-15 Eurovision Songfestival half final NPO 1 476,464 42,704,592 185,090
2
23-05-15 Eurovision Songfestival final NPO 1 346,002 22,702,381 121,189
3
9-03-15 Nieuwsuur NPO 2 320,856 5,871,752 37,869
4
2-04-15 The passion 2015 NPO 1 313,431 12,190,515 34,494
5
14-11-15 Intocht Sinterklaas 2015 NPO 3 251,037 1,587,606 10,886
6
18-03-15 Nos Nederland Kiest: De Uitslagen NPO 1 228,218 1,227,262 5,580
7
6-11-15 K3 zoekt K3 SBS 6 221,487 8,835,171 47,465
8
9-04-15 3FM awards NPO 3 221,013 1,348,506 5,105
9
15-10-15 Gouden Televizier-Ring Gala 2015 NPO 1 218,005 3,968,892 11,254
10
2-01-16 Wie is de Mol? NPO 1 213,527 3,003,804 9,776

143
Trends and developments – I
Cookie Law
European study suggests new cookie
law in European Union. The stated
objectives are not met with the current
laws and a new revision is again
needed. A new European commission
started in September 2015 to see what
needs to be changed.
Fraudulent apps
A new phenomenon in apps are
fraudulent apps. These apps will
generate a lot more advertisement than
‘normal’ apps. People don’t see the
advertisement but mobile advertisers
still pay for advertising. This means
these apps create extra waste numbers
for mobile advertising and is costing the
user extra data usage.
Microsoft stops advertising
Microsoft steps out of their advertising
activities in order to focus on their core
business. The Benelux market is now
owned by AppNexus.
Source: http://www.emerce.nl/achtergrond/europese-commissie-cookiewet-moet-weer-schop | http://www.emerce.nl/nieuws/zeker-5000-apps-frauderen-advertenties;
http://www.emerce.nl/nieuws/microsoft-stapt-uit-advertentiemarkt-appnexus-neemt-benelux

144
Websites are massively struggling with
adblockers. The number of people who
are installing adblockers on desktop,
tablet and phones is growing. Right
now, 4,9 percent of all Internet users
around the world are not seeing
advertisements. In the Netherlands, this
number is much higher (26%). For
websites this is perceived to be a big
problem as it decreases the value of
online ads.
Half of the Dutch population considers
to install adblockers. People have a
positive attitude towards advertising in
general, but are annoyed by online ads.
The use of adblockers is highest on
laptops and desktops. However, the
intention to install adblocker is highest
for smartphones.
IAB, the branch association for digital
marketing is considering lawsuits
against adblockers. IAB is seeing
possibilities in legislation regarding
copyright. IAB in the Netherlands is not
considering going to court and started a
research project about the effects of
adblockers.
Advertising practitioners react different,
some find it troubling and scary, others
think new opportunities will arise.
Source: http://nos.nl/artikel/2056954-websites-worstelen-steeds-meer-met-adblockers.html | http://www.adformatie.nl/nieuws/onderzoek-adformatie-helft-nederlanders-wil-aan-
de-adblocker | http://www.emerce.nl/nieuws/iab-overweegt-rechtszaken-tegen-adblokkers | http://www.warc.com/LatestNews/News/EmailNews.news?ID=35349

145
Trends and developments-II
DMA Institute is an innovative and leading international digital media auditing and quality assurance service.
Empowering digital leaders and global organizations in “Assessing The True Value Of Digital Media’’.
With DMA you can measure the time ads are visible, which audience has seen the ad and which sites and placements
provided conversions for the brand.
DMA Institute is starting with a certifying process in which partners of DMA-I can earn certification after extensive
workshops, benchmarking and case-building. Starcom Netherlands is the first media agency to start with the
certification process.
Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren

146
According to Integral Ad Science the viewability of ads still is a problem,
but thanks to DMA Starcom is able to optimize viewability.
Viewability* comparison
49%
45%
47% 47%
44% 43%
58% 58%
61%
66%
62%
66%
40%
45%
50%
55%
60%
65%
70%
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Integral Ad Science Starcom NL
Viewability* stats 3 most used formats
67%
64%
59%
60%
59%
69%
63%
59%
64%
44%
44%
41%
48%
48%
43%
57%
58%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q1 2015 Q2 2015 Q3 2015
Leaderboard Starcom NL Medium Rectangle Starcom NL Skyscraper Starcom NL
Leaderboard IAS Medium Rectangle IAS Skyscraper IAS
Source: Integral-Ad-Science reports Q3 2015; DMA viewability Benchmark stats Starcom NL; *Viewability as IAB standard: 50% of ad more than one second in view

147
Programmatic Update
Flash is no longer supported as
the standard for advertisement.
HTML 5 is the new standard for
banners and video’s online
because you don’t need any
plug-ins and has same creatives
for desktop as mobile devices.
Pre-rolls are not fully clickable
anymore on YouTube. Only the
URL stays clickable. According
to YouTube traffic will be of
higher quality and click behavior
is similar for desktop and mobile
devices.
DoubleClick, the division of
google that helps uploading ads
on websites and measuring
their performance, will start with
cross-device measurement and
native ads will be introduced for
mobile.
Source: AOD VIVAKI

148
Digital ad formats I
In 2014 IAB Europe introduced ‘Brand Builders’, a suite of six recommended brand advertising
formats. Both static and dynamic (expandable) brand advertising formats are included in the
suite to offer brand advertisers diversity in their campaigns.
Static Advertising Formats:
1. 300x600 Halfpage (static)
2. 728x90 + 160x600 Wallpaper (static)
3. 728x410 Landscape (static, new dimension, 16:9 compatible)
Dynamic Advertising Formats:
1. 300x250 → 728x410 Expandable Rectangle (float/slide 16:9)
2. 728x90 → 728x410 Expandable Leaderboard (float/slide,16:9
3. 160x600 → 300x600 Expandable Skyscraper (float/slide)
Source: IAB, Brand Builders Ad Format Descriptions, pulled off 2nd September ‘15

149
33%
14%
15%
37%
40%
14%
17%
38%
42%
14%
18%
38%
44%
15%
18%
38%
46%
17%
20%
41%
49%
19%
23%
43%
Social Networks Buying/selling Streaming video Searching for info
2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I
Over the last two years all online activities have shown an increase in
usage. In the last half year they all showed an increase of at least 2%.
Online activities done ‘often’ – across time
Source: NPM 2012-I 2012-II to NPM 2014-II 2015-I

150
Most activity on PC/Laptop. Mostly same activities across platforms,
although popularity differs for each platform.
27%
29%
29%
29%
31%
33%
37%
41%
49%
51%
Used a map or directions service /
app
Visited a news website / app /
service
Searched for a product or service
you want to buy
Used an internet banking service
Used a webmail service to access,
read or send emails
Uploaded / shared a photo
Checked the weather online
Used a chat or instant messaging
service / app
Visited/used a search engine
Visited / used a social network
Top 10 - Mobile
52%
52%
53%
62%
65%
66%
66%
75%
77%
87%
Used a map or directions service /
app
service
read or send emails
Purchased a product online
you want to buy
Visited / used a social network
Top 10 - PC / Laptop
13%
13%
14%
15%
16%
16%
18%
20%
26%
28%
Watched a video clip or visited a
video-sharing site
read or send emails
service
Played an online game
you want to buy
Visited/used a social network
Top 10 - Tablet
Source: GlobalWebIndex, 2015 Q4, Base Internet Users NL16+ (N= 752), Have done in the past month

151
Online population is slightly more male, but on a global level Dutch
women spend more time online than in most other countries. Internet
penetration amongst 65+ and lower educated is steadily increasing.
Internet penetration NL 2011 2012 2013 2014 2015 Index (15/11)
Male 90.1% 91.1% 92.2% 93.1% 93.4% 104
Female 84.4% 86.7% 88.1% 88.3% 90.7% 107
13-17 years old 100.0% 99.6% 98.9% 98.9% 99.2% 99
18-24 years old 99.4% 97.6% 99.5% 98.9% 89.8% 99
25-34 years old 98.2% 98.0% 98.8% 99.4% 99% 101
35-49 years old 95.3% 97.8% 98.1% 97.6% 97.9% 103
50-64 years old 86.9% 90.0% 92.1% 91.8% 94.5% 109
65+ 55.0% 57.9% 61.2% 66.4% 71% 129
Low education 62.7% 66.3% 70.5% 70.5% 74.4% 119
Medium education 90.6% 92.5% 93.3% 93.9% 95% 105
High education 96.7% 97.4% 97.7% 98.2% 98% 101
Source: Media Standard Survey 2015 (N= 5,100)

152
Mobile phone and tablet increase their popularity as a device to go online.
Most people (75%) do have online access at home on a daily bases.
0%
25%
50%
75%
100%
Online access in %
2012 I- 2012 II 2012 II - 2013 I 2013 I - 2013 II
2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I
75%
8% 5% 2% 0% 0% 0% 3% 1%
6%
(Almost)
daily
4-5 days
a wk
2-3 days
a wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No
access at
home
Online access - At home
8%
22%
11%
4%
1% 1% 1% 2% 1%
49%
(Almost)
daily
4-5 days a
wk
2-3 days a
wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No access
at work
Online access - At work
Source: NPM 2014-II 2015-I, base: total NL 13+Source: NPM 2012 I – 2012 II to NPM 2014 II – 2015 I

153
Online shopping keeps growing in revenue. 2015 showed a 17%
increase compared to 2014. Especially Food and Near Food have
increased in revenue (+54%).
8.200
9.000
9.800
10.600
13.730
16.090
6
7
8
9
10
11
12
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
18.000
€billions
Online home shopping spend People buying online
+10%
+9%
+8%
+30%
+17%
Top 5 branches with highest increase in online
spend in Q4 2015
29%
31%
37%
38%
54%
Consumer electronics
Domestic electronics
Toys
Home & Garden
Food & Near Food
Online
Source: Thuiswinkel Martkmonitor 2010 - 2015

155
MCP: On the Go
On average people spend one hour On the Go (on weekdays). Time spent On the Go is stable
over the years although the moments that brands can get in contact with consumers while they
are On the Go are increasing. This is mostly due to increased smartphone and mobile
internet penetration, but also due to new and innovative digital OOH media solutions.
Time spent On the Go is changing rapidly from a relatively boring ´getting from A to B´ chore to
an enriched travel experience.

156
Trends and developments I
Recently OOHA Media expanded
their business with the largest
highway mast in The Netherlands
along the A12 near The Hague. The
mast is 138 m2. Since 2014 OOHA
Media has LED masts along the A1,
A2, A30, A73 and A15.
Source: http://www.oohamedia.com/2015/10/27/ooha-media-komt-met-grootste-
snelwegmast-van-nederland/
JCDecaux introduced a digital
network of 20 mupi’s in the city
center of Amsterdam and
Rotterdam. The mupi’s offer high
quality digital LED screens. 15
mupi’s are allocated to Amsterdam,
5 to Rotterdam.
Source: http://www.jcdecaux.nl/page.php?id=427&cat=home&sub=home
Altermedia is expanding their
toilet advertising/study network
with AVANS digital. At the
moment, 150 digital panels are
present in AVANS Breda and 240
panels in Den Bosch.
http://www.rapportnl.nl/#!Altermedia-breidt-Toiletreclame-Study-netwerk-uit-met-AVANS-
Digitaal/cd85/563a12490cf28330832c76d8
Clear Channel presents its second
digital advertising highway sign in
Rotterdam. The highway sign is
directly usable and is sold under
the name ‘Triple Digital’.
http://www.rapportnl.nl/#!Clear-Channel-Hillenaar-digitaal-in-
Rotterdam/cd85/564d7e3e0cf2780ba445fa53

157
Factsheet Outdoor II
Company Objects
JCDecaux Ad shells/6s, billboards, odd-sized objects, trams
ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations, posters and screens in shopping centres
Clear Channel Hillenaar Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations
Interbest Masts near highways
Centercom Posters in supermarkets
MMD Media Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs,
petrol stations, billboards
OOHA Media Masts, LED masts
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, car2go/cargohopper
Boomerang Media Freecards
Centercom Buitenreclame A0 posters
Beyond Media Digital masts
Source: VivaKi, December 2015

158
Radio by far the most popular On the Go, and almost has the same
level as time spend at home.
1:06
1:01
2:17
0:060:18
0:01
0:04
0:14
0:01
0:14
0:05
Average time spend per day in minutes
Radio
TV linear
TV non-linear
Magazine
Newspaper
Social Media
Source: Media:Tijd 2015, base: All adults 13+ (N=2,818)

159
0%
10%
20%
30%
40%
Share of gross media spend OOH
2011 2012 2013 2014 2015
Total Spend 2011: € 415.235.318
Total Spend 2012: € 468.007.528
Total Spend 2013: € 477.697.912
Total Spend 2014: € 505.435.502
Total Spend 2015: € 476.330.344
Others
Outdoor market in spend dominated by 4 main players: JCDecaux,
ExterionMedia, Clear Channel and Interbest. 2015 shows a decrease in
spend compared to 2014.

160
Total reach per vendor (based on all sides). Younger target audiences have
somewhat higher reach. For shelters Exterion, JCDecaux and Clear Channel don’t
differ much in reach. For billboards, JCDecaux has the highest reach.
Source: BRO, December 2015, database version CAFAS 19.0 | Reach is based on total sights per vendor available in CAFAS.
68%
78% 78%
67%
63%
57%
66%
72% 75%
67%
62%
56%
73%
80% 81%
74%
69%
64%
25% 25% 26% 25% 24% 22%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Shelters
Exterion (7,192 sides)
JCDecaux (9,026 sides)
Clear Channel (8.011 sides)
MMD (651 sides)
29% 30% 31% 30% 28% 25%
56% 58% 60% 57%
53%
49%
40%
44% 46%
40% 38%
34%
10% 11% 12% 10% 9% 9%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Billboards
Exterion (200 sides)
JCDecaux (608 sides)
Clear Channel (399 sides)
MMD (143 sides)

161
-
10.000
20.000
30.000
40.000
50.000
GrossmediaspendX1000
2013 2014 2015
Although spend slightly increases over the year, there is not a real
seasonality pattern visible.

162
As brand, McDonalds dominates the market of OOH spend. Telecom is
most present as category, having 4 brands in the top 10 list.
No. Brand Category Gross spend Q4 2015
1 McDonalds Fast food restaurant € 4.108.230
2 KPN Telecom € 3.456.942
3 T-Mobile Telecom € 2.498.721
4 Heineken FMCG € 2.497.156
5 Vodafone Telecom € 2.044.941
6 Rabobank Finance € 1.936.668
7 Coca Cola FMCG € 1.754.012
8 Sky Radio Media € 1.579.915
9 Samsung Electronics € 1.493.529
10 Aldi Retail € 1.492.585

163
The digitalization of OOH offers many opportunities to interact with
consumers
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
http://www.retrievermedianieuws.nl/centercom-heeft-vlakken-in-10-extra-winkelcentra-gedigitaliseerd/
Smartscreens
The digital network of Centercom is
growing fast. Centercom already has
26 shopping malls in their network.
The advertising displays will be
replaced by 350 SMARTscreens.

Dutch media landscape 2015 Q4 update by Starcom

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