Havas Media Brussels Newsletter January 2012

1. Newsletter
Edition of January 2012
MEDIA SPEND
January-November 2011
Source: CIM MDB (Rate card price)
 Split by medium :
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2. Newsletter
Edition of January 2012
 Top 20 :
 Split by economical group :
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3. Newsletter
Edition of January 2012
TV
2011 status
 Performances evolutions between 2011 and 2010 on channels reference targets and dayparts :
o Few healthy channels this year :
 Vitaya which takes the benefit of the VMM back-up. The new programs
are on lifestyle and wellness with cooking, beauty, health and fashion
programs.
 2Be continues to broadcast successful series (House, Terra Nova,
Bones,…), entertainment programs (Expeditie Robinson, What als ?) and
the Champions League.
 AB3 thanks to the UEFA transmissions, blockbusters movies and
retransmission of some key programs from France.
o We can note a relative stability for :
 VTM with successful programs like De nachte met de vlaamse
televisiesterren, The Voice van vlaanderen or De Keuken van de
meester, ...
 La Une (with some top programs like The Voice, Largo Winch movie, The
Mentalist, Comme Un Chef, …) and Be TV.
o 2011 was not a good year for :
 SBS channels (Vijf TV and VT4) which are still working on their programs (see
below)  transition period.
 RTL family :
 RTL-Tvi which suffers of French channels competition (which
were healthy in 2011)
 Club RTL whose programming no longer met the expectations of
its TV viewers  reaction of Club RTL in 2012 with a relifting of
the offer (enlarge offer on kids, retargeting on male in the
evening with sport programs and action movies).
 Plug RTL which is declining from year to year due to some top
programs disappearances on this station (Nouvelle Star, Pékin
Express, …).
 La Deux which loses ground in terms of audience share in 2011 versus
2010 … but 2010 was successful for La Deux thanks to sport broadcasts
like the Football World Cup.
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4. Newsletter
Edition of January 2012
 Costs evolutions :
Until 2009, channels gave each year to the UBA (Unie van Belgische Adverteerders / Union Belge
des Annonceurs) their “promise”: a yearly fixed C/GRP on their reference target and day part.
This C/GRP had to be achieved at the end of the year, taking into account seasonal variations (by
month) of the C/GRP. So there was generally a catch-up at the end of the year to get as close as
possible to their promise: channels increased (for good pupils during the year) or decreased (for
bad pupils) their rates on the last month/weeks of the year.
Since 2009 the system was over: no promise anymore, just estimation.
o Comparison achieved CGRP 2011 by channel on their reference target and day part
versus estimation :
 North :
 Globally 2011 was not a good year for all channels in the North of
the country : they are all more expensive than the forecast
 Only one comes out of the game : Vitaya whose programs perform
well
 South :
 The same trend is observed in the South of the country (but on a lower
scale) : all channels are more expensive than foreseen
 AB3 is the only one in line with its forecast
 TV investments between 2011 and 2010 :
o Small progression in both areas for the whole year 2011 compared to last year, slightly
better in the North (+6%) than in the South (+2%).
o In the North, all channels of VMM (+7%) know a good progression in 2011 (mostly Vitaya
with +39%). Regarding SBS, if the figures of VT4 are positive (+15%), we notice an
opposite trend for Vijf TV (-7%). The VRT closes the year 2011 in negative (-9%) mainly
due to less auto-promotion advertising.
o In the South area, RMB and IP are relatively stable in 2011 versus 2010 (both at +1%).
Successful year for AB3 (+21%).
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5. Newsletter
Edition of January 2012
New programs of VMM : “Back to Core Business”
 Even if VMM’s channels are quite healthy (see above), the sales house VMMa aim to gain
ground versus the competition of the VRT and SBS channels (see below) by focusing on young
men with 2Be (with humour, series, films and foot), women on Vitaya (with thematical days
like food, fashion, beauty, health, and more fixed programs in prime time to compete Vijf
TV) and on large audiences with VTM (with 11 new programs).
New programs of SBS : consolidation
 Following the acquisition of SBS by De Vijver (holding of production house
Woestijnvis), Woestijnvis programmes will arrive on SBS channels during the 2nd
semester 2012. Meanwhile, the sales house inserts 4 new Flemish programs for VT4
and 2 for Vijf TV.
Launch of the 3rd public Flemish channel in May
 Following the new management contract concluded last summer by the Flemish government and
the VRT , we announced you the birth of a third channel by splitting Ketnet (previously
broadcasted until 20:000) and Canvas (previously broadcasted from 20:00) in 2 separate
channels. We know now the date : the 1st May through a transition period until mid of May.
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6. Newsletter
Edition of January 2012
PRINT
Welcome
 After the disappearance of the female monthly end of year 2011, the title Glam’it stays alive
through a special rubric of 4 pages each week in the Flair but also a biannual special edition :
o Content : 100 pages on fashion and beauty
o Target : women 18-34 years old
o Periodicity : 2/year (6/3 and 4/9)
o Circulation : 50.000 issues (the half sold during 8 weeks and the other half distributed
under blister with Flair)
Lifting
 From March 13rd, the financial daily newspapers De Tijd and L’Echo will adopt a Berliner
format.
 Since January 24st, De Morgen has only 2 inserts : the 1st one “News shock” (dedicated to
news, politics, economy, sports, …) and the 2nd one “M” (with around 14 pages on cultural
information, versus 8 pages previously) each day and “Media.com” on Friday.
 New insert also for Le Soir, with “Style(s)” each Friday : luxury, fashion, beauty.
 Sabato becomes more glossy but the content stays the same.
New sales house
 Following the end of the Print department of the RMB, media spaces of Le Ligueur will soon be
sold by Publicarto (actual sales house of the Flemish family title De Bond  they plan national
family commercial packages).
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7. Newsletter
Edition of January 2012
ONLINE
Advertising on Facebook’s walls
 Mid of January, Facebook launched the possibility to insert advertising spaces on people’s walls
(in the messages). They can’t be blocked but well limited to their own or friends’
brands/advertisers fan pages.
+24% for Belgian e-commerce in 2011
 According to the latest figures released by the online payments specialist Ogone
(representing 85% of the market), 1.118 billion euros were spent online in 2011,
which represents an increase of 23.8% compared to 2010. The average number of
online paiements goes from 10,7 million in 2010 to 13,2 million in 2011 with an
average amount by transaction of 85 euros (versus 84 euros previously).
HAVAS MEDIA NEWS
 Havas Media Belgium is glad to welcome 3 new colleagues : Vincent Zadikyan in the Insights
Department, Farah Belhaj to reinforce the Digital Department and Aline Inglese our new
receptionist.
Havas Media Belgium
Rue Maurice Charlentstraat 53 - 1160 Auderghem
Phone: Fax:
+32 (0)2 349 15 60 +32 (0)2 349 15 70
E-mail:
Laetitia.tenaerts@be.havasmedia.com Page 7/7
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