- TV audiences in Belgium have increased by 20% since lockdown measures began on March 12th, as both young and older Belgians turn to evening news programs for information. Digital news sites and local newsbrands are also seeing major traffic increases. - Advertising revenues are collapsing, however, with cancellations and deferrals resulting in declines of 25-75% for many media companies. Experts argue that continued advertising investment will help businesses recover more quickly after the crisis. - Belgians have strongly reacted to COVID-19 through stocking up on food and rallying around support initiatives, demonstrating national solidarity in difficult times.

1. March 25th Brussels
COVID19 in Belgium
2 weeks after the wake up call

2. Dear Partners,
This is the second edition of our analysis about impact of Covid-19 on media consumption
and consumer behaviors in Belgium. Additionally, we provide you some reflections about
and thoughts on opportunities and on a meaningful communications approach. A few
local and international examples are also included.
During these unusual times, our strategy and insights team will continue to produce these
types of actionable insights.
Please, never hesitate to ask your Havas Media contact for more information or any other
questions or requests.
For the whole Team,
Hugues L. Rey
CEO Havas Media Belgium

3. Coronavirus impact on TV and Web
A complementary mix for Belgians in need of information

4. TV

5. 0
5
10
15
20
25
30
35
40
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
2019 - 15-34 y.o. 2019 - PRP 18-54 2020 - 15-34 y.o. 2020 - PRP 18-54
Source: Havas Media BE elaboration of Nielsen / GFK data - Live + Vosdal
analysis on 7 pm – 11 pm timeband
Thursday, March 12th
re-inforced phase 2 in BE
Belgian government ordered the closure of
schools & horeca (except for take-away &
delivery), as well as the cancellation of all public
gatherings
Monday, March 16th
Belgium hands powers to caretaker PM
coronavirus pandemic sparked new debate
on the ongoing federal government
formation
Tuesday, March 17th
The Prime Minister broadcast a decision to
impose stricter social distancing measures
from noon the following day
rat%
YOUNG & OLD(ER) GATHER TOGETHER TO WATCH TV
Evening news is more than ever the daily appointment for Flemish households

6. 0
5
10
15
20
25
30
35
40
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
2019 - 15-34 y.o. 2019 - PRP 18-54 2020 - 15-34 y.o. 2020 - PRP 18-54
Source: Havas Media BE elaboration of Nielsen / GFK data - Live + Vosdal
rat%
analysis on 7 pm – 11 pm timeband
YOUNG & OLD(ER) GATHER TOGETHER TO WATCH TV
Evening news is more than ever the daily appointment for FR-speaking HHs
Thursday, March 12th
re-inforced phase 2 in BE
Belgian government ordered the closure of
schools & horeca (except for take-away &
delivery), as well as the cancellation of all public
gatherings
Monday, March 16th
Belgium hands powers to caretaker PM
coronavirus pandemic sparked new debate
on the ongoing federal government
formation
Tuesday, March 17th
The Prime Minister broadcast a decision to
impose stricter social distancing measures
from noon the following day

7. DE MOL (VIER)
BLIND GETROUWD
(VTM)
DOWN THE ROAD
(EEN)
HET 7 UUR-
JOURNAAL (EEN)
CAFE DE MOL
(VIER)
0%
5%
10%
15%
20%
25%
0% 50% 100% 150% 200% 250% 300%
BLIND GETROUWD
(VTM)
DOWN THE ROAD
(EEN)
HET 7 UUR-
JOURNAAL (EEN)
NIEUWS 19U (VTM)
DE MOL (VIER)
0%
5%
10%
15%
20%
25%
30%
35%
0% 50% 100% 150% 200% 250%
FACE AU JUGE
(RTL)
IMAGES A L'APPUI
(RTL)
MARIES AU PREMIER
REGARD (RTL)
RTL INFO EDITION
SPECIALE
TOP CHEF (RTL)
0%
5%
10%
15%
20%
25%
0% 50% 100% 150% 200% 250% 300%
FACE AU JUGE
(RTL)MARIES AU PREMIER
REGARD (RTL)
IMAGES A L'APPUI
(RTL)
COMMUNIQUE
JUDICIAIRE (LA UNE)
RTL INFO EDITION
SPECIALE
0%
5%
10%
15%
20%
25%
30%
35%
0% 50% 100% 150% 200% 250%
TARGET
15-34
TARGET
PRP 18-54
BUT IN THE END, PEOPLE TURN ALSO INTO ENTERTAINMENT
News programs are not the only one with an uplift
avg evolution of rating & reach
W 12/03-19/03 vs W 05/03-12/03
Source: Havas Media BE elaboration of Nielsen / GFK data – Top 5 programs. From Thursday to Thursday for evolution (i). Bubble size = rating
Exact definitions in NOTES
reach%

8. • Audiences are probably going to be up +20% for the foreseeable future (during lockdown).
First data seems to confirm this evolution
• The Belgian market is still largely a spot-by-spot buying market, which means we are facing
lots of reworking with the reprogramming on all channels. However, reprogramming and
larger audiences will give extra possibilities to optimize
• Meanwhile, the demand for TV ad space is declining due to cancellations of campaigns.
There is a drop in sold seconds during the prime time of the TOP 2 commercial channels
(comparison before crisis)
o -15% in the North
o –23% in the South
CONCLUSIONS AND OPPORTUNITIES in BELGIUM
Don’t forget: news programs are not the only one with an uplift
-
5.000
10.000
15.000
20.000
25.000
30.000
9 10 11 12
Evolution of sold spot seconds 19-23 per week
North T2 South T2

9. • Important to consider Brand Safety within current context and react accordingly:
• Cancellations are possible and will be treated without additional costs (as long as annual
engagements are respected) by TV & Radio sales houses
• Think about adapting material to the crisis; very creative and last-minute adaptions that ensure a
positive message have already aired
• Last minute campaigns will be met with open arms by sales houses. Opportunities for branding on
TV are high, especially for FMCG sector
CONCLUSIONS AND OPPORTUNITIES in BELGIUM
Don’t forget: news programs are not the only one with an uplift

10. DIGITAL

11. -
10.000.000
20.000.000
30.000.000
40.000.000
50.000.000
60.000.000
70.000.000
80.000.000
90.000.000
100.000.000
110.000.000
120.000.000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Total March 2019 PC March 2019 PHONE March 2019 TOTAL March 2020 PC March 2020 PHONE March 2020
Source: Gemius/CIM - gemiusAudience study: Multiplatform - Population 12+, TOTAL INTERNET BE
SMARTPHONES ARE THE MAIN DEVICE FOR SURFING
Thursday, March 12th
re-inforced phase 2 in BE
Belgian government ordered the closure of
schools & horeca (except for take-away &
delivery), as well as the cancellation of all public
gatherings
Monday, March 16th
Belgium hands powers to caretaker PM
coronavirus pandemic sparked new debate
on the ongoing federal government
formation
Tuesday, March 17th
The Prime Minister broadcast a decision to
impose stricter social distancing measures
from noon the following day
Belgian sites see a huge increase of traffic since March 12th
pageviews
MARCH

12. (NL)
(NL)
(NL/FR)
(NL)
(FR)
(NL)
(NL)
(NL)
(FR)
(FR)
(NL)
(NL)
(NL)
(FR)
(NL)
Source: Gemius/CIM - gemiusAudience study: Multiplatform - Population 12+
66%
7%
26% phone
tablet
pc
75%
8%
17%
phone
tablet
pc
Sunday, March 15th 2020
Monday, March 16th 2020
Thursday, March 12th 2020
71%
6%
22% phone
tablet
pc
share of visits %
main entry point for information
ATAWAD
gains importance during weekdays
(= working days) – 2nd
entry point
MOBILE = MAJOR DEVICE DURING BELGIAN CORONA OUTBREAK
Newsbrands 1st source of info in the NORTH; public broadcaster in the SOUTH

13. -
1.000.000
2.000.000
3.000.000
4.000.000
5.000.000
6.000.000
7.000.000
8.000.000
9.000.000
10.000.000
11.000.000
12.000.000
13.000.000
14.000.000
15.000.000
16.000.000
17.000.000
18.000.000
19.000.000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
VRT VTM GO De_Morgen De_Standaard De_Tijd Gazet_van_Antwerpen Het_Belang_van_Limburg HLN.be Nieuwsblad
Source: Gemius/CIM - gemiusAudience study: Multiplatform - Population 12+
pageviews
Thursday, March 12th
re-inforced phase 2 in BE
Belgian government ordered the closure of
schools & horeca (except for take-away &
delivery), as well as the cancellation of all public
gatherings
Monday, March 16th
Belgium hands powers to caretaker PM
coronavirus pandemic sparked new debate
on the ongoing federal government
formation
MARCH
Tuesday, March 17th
The Prime Minister broadcast a decision to
impose stricter social distancing measures
from noon the following day
NEWSBRANDS OUTPERFORM A|V BROADCASTERS ON THE WEB
Hyperlocal newsbrands HLN.be & Nieuwsblad are the major source of info

14. 0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
4.500.000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
RTBF.be RTL.be 7sur7.be DH.be La_Libre.be Lavenir.net Le_Soir LEcho Sudinfo
Source: Gemius/CIM - gemiusAudience study: Multiplatform - Population 12+
pageviews
MARCH
Thursday, March 12th
re-inforced phase 2 in BE
Belgian government ordered the closure of
schools & horeca (except for take-away &
delivery), as well as the cancellation of all public
gatherings
Monday, March 16th
Belgium hands powers to caretaker PM
coronavirus pandemic sparked new debate
on the ongoing federal government
formation
Tuesday, March 17th
The Prime Minister broadcast a decision to
impose stricter social distancing measures
from noon the following day
INTEREST FOR DIGITAL NEWSBRANDS & MAIN TV SITES STAY HIGH
A|V broadcasters in decline where (hyper)local newsbrands stay relatively stable with higher
audiences than before the lockdown

15. 0
0,001
0,002
0,003
0,004
0,005
0,006
0,007
0,008
0,009
0,01
24 25 26 27 28 29 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Source: Own data, FB avg Cost per Reach, based on 65 million impressions between 24 Feb and 24 Mar 2020
BELGIANS SPEND MORE TIME ON SOCIAL
Thursday, March 12th
re-inforced phase 2 in BE
Belgian government ordered the closure of
schools & horeca (except for take-away &
delivery), as well as the cancellation of all public
gatherings
Monday, March 16th
Belgium hands powers to caretaker PM
coronavirus pandemic sparked new debate
on the ongoing federal government
formation
Tuesday, March 17th
The Prime Minister broadcast a decision to
impose stricter social distancing measures
from noon the following day
Significant increase in available reach and inventory on FB & Instagram as shown
by the diminishing average Cost per Reach on these platforms
avg CPR
MARCH

16. • Traditional newsbrands are outperforming A|V broadcasters on the web, esp. hyperlocal
brands are doing well (regional editions). Qualitative newsbrands (De Standaard, Le Soir)
are also doing well
• The two main TV broadcasters on the web are also doing great in the French-speaking part
of Belgium. In stark contrast, the Flemish TV broadcasters do not perform well on the web
• The saleshouses adapt their commercial offers (360°) and provide flexibility through
their different supports
• Important to consider Brand Safety within current context and react accordingly
• Digital allow to react rapidly and change the creative material in a smoothier way than on other
media
• Thanks to brand safety, the saleshouses assure advertisers that their campaign will not be
placed next unsafe content
CONCLUSIONS AND OPPORTUNITIES in BELGIUM

17. The paradox of media

18. FACTS PROVE BELGIANS TURN TO MEDIA FOR
INFORMATION & ENTERTAINMENT BUT
viewed webpages and apps of
Belgian Media grew of
50%
between mid-February and mid-
March
time spent in front of
television between
17h and 23h
+
39% on average in 2019
since 12th March +52%
Rossel and Mediafin :
“advertising market decrease from
25% to 75%
JCDecaux :
“business will decrease of 75% after
Easter”
IP and RMB :
“25% of the campaign are cancelled
or delayed”
A BOOM IN AUDIENCES BUT A COLLAPSE IN ADVERTISING REVENUES
ADVERTISING REVENUES ARE COLLAPSING DUE
TO CANCELLATIONS OR DEFERRAL
Source: L’audience explose, la pub s’écrase : Le paradoxe des medias – L’Echo – 23/03/2020 & Media Marketing
interviews

19. Among advertisers, I
see a lot of
companies able to
adapt their
communication with
incredible speed.
This shows that
difficult moments can
be creatively
stimulating
We never learn from the past. During
previous crises, studies have shown that
advertisers that continue to invest are the
first ones whose business will recover
after the crisis
Ben Jansen, CCO, DPG Media
EXPERT OPINIONS
Aurélie Clément, Trading & Revenue Director, RMB
We might need to consider a
large national activation with
all media to jumpstart our
economy after the crisis
Chris Van Roey, CEO, Belgian Federation of Advertisers
If we observe other big countries hurted by
coronavirus like Italy or China, advertisers
invest more in local and digital media better
than on an international platform
Philippe Delusinne, CEO, RTL Begium
This crisis shows
again the power of
our local media
and the
unbreakable
relationship
Belgians have
with their media of
choice
Denis Masquelier, General Director, IP

20. Belgians react to the COVID-19
From food stocking to support

21. 0
25
50
75
100
12/31/2019
1/1/2020
1/2/2020
1/3/2020
1/4/2020
1/5/2020
1/6/2020
1/7/2020
1/8/2020
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2/1/2020
2/2/2020
2/3/2020
2/4/2020
2/5/2020
2/6/2020
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2/21/2020
2/22/2020
2/23/2020
2/24/2020
2/25/2020
2/26/2020
2/27/2020
2/28/2020
2/29/2020
3/1/2020
3/2/2020
3/3/2020
3/4/2020
3/5/2020
3/6/2020
3/7/2020
3/8/2020
3/9/2020
3/10/2020
3/11/2020
3/12/2020
3/13/2020
3/14/2020
3/15/2020
3/16/2020
3/17/2020
3/18/2020
3/19/2020
3/20/2020
3/21/2020
coronavirus (virus) flu (disease) fever (subject) respiratory syndrome linked to coronavirus (disease)
Source: Google trends search volume in Belgium
March 12th
re-inforced phase 2 in BE
March 16th
PM appointed
March 17th
stricter social distancing
December 31st
Health authorities in Wuhan (China) reported a cluster
of pneumonia cases of unknown cause
RE-INFORCEMENT OF PHASE 2 = WAKE UP CALL FOR BELGIANS
Information about the virus dominates above symptoms

22. 93
100
50
search idx
Wallonia Brussels Fla nder s
Source: Google trends search volume in Belgium
Interest for coronavirus (virus). From 31/12/2019 till 24/03/2020
coronavirus (virus) – interest by region
95%
94%
90%
4%
4%
6% 4%
0% 20% 40% 60% 80% 100%
coronavirus (virus) flu (disease) fever (subject)
% by subject (3) by region
FLEMISH PEOPLE ARE SLIGHTLY MORE INTERESTED IN SYMPTOMS
Search volume about coronavirus is significantly less higher in the North and much higher in the capital

23. 0
25
50
75
100
2/1/2020
2/2/2020
2/3/2020
2/4/2020
2/5/2020
2/6/2020
2/7/2020
2/8/2020
2/9/2020
2/10/2020
2/11/2020
2/12/2020
2/13/2020
2/14/2020
2/15/2020
2/16/2020
2/17/2020
2/18/2020
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2/20/2020
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2/23/2020
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2/25/2020
2/26/2020
2/27/2020
2/28/2020
2/29/2020
3/1/2020
3/2/2020
3/3/2020
3/4/2020
3/5/2020
3/6/2020
3/7/2020
3/8/2020
3/9/2020
3/10/2020
3/11/2020
3/12/2020
3/13/2020
3/14/2020
3/15/2020
3/16/2020
3/17/2020
3/18/2020
3/19/2020
3/20/2020
3/21/2020
3/22/2020
hydroalcoholic solution (subject) hand hygiene (subject) protective mask (subject) surgical mask (subject) FFP mask (subject)
Source: Google trends search volume in Belgium
March 12th
re-inforced phase 2 in BE
March 16th
PM appointed
March 17th
stricter social distancing
RELATED CONCERNS ARE EVOLVING
End February the interest for (filtering- FFP) masks rose steadily with a drop begin March. Since 15th
March, the interest rose again. News covered the topic a lot these days with higher search volumes as a
consequence

24. 0 10 20 30 40 50 60 70 80 90 100
fabriquer son gel hydroalcoolique
recette gel hydroalcoolique
fabriquer gel hydroalcoolique
alcohol gel
gel hydroalcoolique belgique
gel hydroalcoolique maison
hand gel
hand sanitizer
sanitizer
gel hydroalcoolique
hydroalcoolique
100
96
32
search idx
Wallonia Brussels Fla nder s
Source: Google trends search volume in Belgium
Interest for FFP mask and hydroalcoholic solution (subject). From 31/12/2019 till 24/03/2020
hydroalcoholic solution (subject) – interest by region associated queries hydroalcoholic solution (idx search volume)
85
100
56
search idx
Wallonia Brussels Fla nder s
FFP mask – interest by region rising & record queries related to CORONA
RECORD
RECORD
RECORD
RECORD
HOW TO MANUFACTURE A FACE MASK
MANUFACTURE A (PROTECTIVE) FACE MASK
TUTORIAL FACE MASK
SEWING A FACE MASK
MAKING HYDROALCOHOLIC GEL
BUY FACE MASK
RECIPE HYDROALCOHOLIC GEL
HYDROALCOHOLIC GEL 5L
PROTECTION IS THE NUMBER ONE PRIORITY
High search volume for tutorials and (product) information about specific protections

25. Source: Ipsos Sprint survey, Nielsen Corona Crisis, The impact of the COVID19 virus on the Belgium FMCG market, March 20th
-2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
22%
24%
26%
28%
30%
32%
34%
36%
38%
40%
42%
44%
46%
48%
50%
week 2 week 3 week 4 week5 week 6 week 7 week 8 week 9 week 10 week 11
corona effect natural growth
BELGIANS FEAR FOR THE NEAR FUTURE
Total FMCG – Supermarkets & Proximity – Value growth – until March 15th
corona effect = difference between weekly growth rates 2018-2019 & 2019-2020
corrected with the long-run growth seen between MAT P2 2020 and MAT P2 2019
Nielsen noticed real stocking behavior comes up in week 11 (March 9th
– March 15th
)
First effects Coronavirus
in BE FMCG universe

26. COVID19 modifies consumption habits and impacts the retail sector
cans products body care products
beauty products health productsfoods products
home products
CONSEQUENCES IMPACT FMCG… AND OTHER SECTORS

27. GAIN
ATTRACTIVITY
back to consumption of local
products
Sources: strategic plan retail and consumers good corona – GONDOLA ACADEMY
on-nomionline sport
It changes our individual & collective/social behaviors
CONTAINMENT CREATES NEW TRENDS

28. Shops, restaurants need to follow-up the online delivery shopping trend
SMALLS AND LOCALS SHOP ADAPT ONLINE

29. From nightly applause for helpers to Belgian police broadcasting a parody of a
Claude François hit to encourage #stayathome
HELP & SUPPORT ARISE FROM EVERYWHERE

30. How to react in a meaningful way?
Some inspiring examples of the last few days
Locally
Globally

31. Network reinforced, data & calls for free, free TV content
TELCO SECTOR IS ON THE FRONT LINE & VERY REACTIVE

32. Service, products availability, opening hours for seniors, sanitary respect
RETAILERS NEED TO POSITION THEMSELVES POSITIVELY

33. IN THE FOOD RETAIL, SYNERGIES EMERGE BETWEEN COMPETITORS
Employees prevention, priority access for the health sector

34. EVERY ACTOR IS COMMUNICATING CAUTIOUSLY

35. THERE ARE MAJOR OPPORTUNITIES TO GRAB IN A MEANINGFUL WAY
Airlines companies, well-being/sport brand or mobility/public services
Flexibles policies
zero change fees on bookings
Get closer together

36. SHOW SUPPORT, PROVIDE HELP, MAKE PEOPLE SMILE

37. COMMUNICATION NEEDS TO BE WELL-THOUGHT
Brand safety is at stake and every bad move will impact the public opinion
“Polette” (eyewear brand) tried to show their support to the
population, but with the wrong approach (2 masks free for each order).
Result: backflash on the social/online media.
New adapted T.O.V to counter the brand
reputation crisis (see bellow)

38. LVMH puts its perfume production lines on
the making of hand sanitisers due to
shortage
BRANDS AROUND THE WORLD RAISE AWARENESS
When the context is difficult, the best answer is to provide help or support
Social distancing trend: separation of the
brand logo to show support
Artists are taking over the trend:
Credits: Jure Tovrljan

39. COVID-19 IS AN OPPORTUNITY TO BUILD A STRONG BRAND IMAGE
From Pornhub to luxury brands or the art sector
• Runway live streaming
• Financial support to the health sector
• Production of health product

40. Meaningful media
Locally
Globally

41. StepStone, a site specialized in job ads, is giving
space freely for every ad related to Healthcare
for the coming 4 weeks in order to help hospitals
and healthcare specialists to recruit
MEDIA AND MEDIA SALES HOUSES NEED TO EDUCATE/INFORM/HELP
Free content and opening of the walled garden
PUBLISHERS give free access
to content that matters
The national public-service
BROADCASTER for the Flemish
Community schedule extra programs to
help students and parents at home
Some
newsbrands
are doubling
the
subscription
time for free

42. funny awareness campaign
preventive documents to be printed
COVID-19
info/educational content

43. KEY MESSAGE: STAY HOME!
Leisure activities are cancelled and the only valid communication is “stay home”
Concert halls post past
concerts to enjoy from home
The Brussels Museums
call everyone to support
the cultural sector by
spreading the hashtag
#MuseumAtHome
Even smaller cultural venues
are turning cancellations into
livestream events
Clear Channel digital screens broadcast
preventive campaigns

44. TV BROADCASTERS ARE VERY PRO-ACTIVE DURING THE CRISIS
When the context is difficult, the best answer is to provide help or support
France4 and Arte are providing educational help for the students
because of the closed schools situation
Reduces quality to allow
everyone to watch
Free content

45. & DIGITAL NATIVES ARE NOT RESTING
COVID-19 information center
“STAY HOME” sticker
from Instagram
Doodle attributed Dr.
Ignaz Semmelweis as
the first person to
discover the medical
benefits of
handwashing

46. Stop advertising?
Why going dark is a poor choice for Brands

47. KEYPOINTS
• The choices you make on your mediaplanning today will have
an impact tomorrow on your business and the brand’s KPIs.
• Not all brands are affected in the same way. For daily brands
and those that will seize opportunities, it’s important to
maintain a significant share of voice to secure its market
share.
• This period with less advertising is an opportunity to launch
an offensive in terms of market share and prepare the future
recovery.
• Anticipate a reduced inventory to come (serial reports) by
remaining active today and capitalize on the short / medium
term effects to maximize your chances of success at the end
of the year.
Reflection based on theoretical articles and a series of graphs from Millward Brown, Peter Field (UK), Ebiquity (UK) and SNPTV (France)

48. Source : SNPTV – étude « L’efficacité et le R.O.I. de la pub TV »
Number of days during the campaign keeps half of its
business effects after after the communication stopped
The campaign can keep
half of its business effects
up to 26 days after the
communication stopped.
But what happens if the
brand’s communication
stops for a longer period ?

49. In the short run, stopping
TV advertising has a direct
impact on theTotal Brand
Communication
Awareness (TBCA) but
also on buying’s KPIs.
TBCA : Total Brand Communications Awareness

50. Only a goodTBCAmay
provide some short run
protection.
Does your copy allow it ?
TBCA : Total Brand Communications Awareness (souvenir publicitaire)

51. The brand’s growth is
built over the long-term,
step by step, and
through an image
communication.

52. Reducing a brand’s share
of voice (its proportion
of ad spent within its
category) often results in
a significant decline of its
overall market share.

53. Long-term effects are
particularly important for
FMCG and retail.
Source : « Profit ability, the business case for advertising » Nov. 2017 – Ebiquity database ROI
campaign (1954 obs. Feb 14 – May 17) – UBIQUITY/ Gain Theory

54. TV is the safest investment
in the long-term.
Does it mean avoid cutting
this media ?
0%
10%
20%
30%
40%
50%
60%
70%
80%
TV PRINT OOH VOL RADIO DISPLAY
IP CT TOTAL (incl. LT)
Source : « Profit ability, the business case for advertising » Nov. 2017 – Ebiquity database ROI
campaign (1954 obs. Feb 14 – May 17) – UBIQUITY/ Gain Theory

55. March 25th Brussels