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Invest Review - December 2015

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

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Invest Review - December 2015

  1. 1. Overview January – December 2015 MEDIA INVESTMENTS
  2. 2. Media investments for January-December 2015 compared to January-December 2014 are increasing (+1,3%) thanks to the positive evolutions of the last three months (+5% October, +7% November and +2% December). « Culture, Tourism, Leisure & Sports » is the sector where money is the most invested. Followed by « Retail », « Food », « Services » & « Transport ». Executive Summary Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015. Top 3 advertisers Top 3 brands
  3. 3. Overview 2014 2015 +1,3% Jan-Dec Source : Nielsen, Gross Investments, Adstat, 2014 & 2015. -5% -6% +5% -5% -5% +5% +3% +13% -2% +5% +7% +2% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 274.699.579 258.076.823 329.002.892 324.290.456 340.828.768 305.453.242 217.443.914 198.798.761 386.044.766 388.651.371 365.766.113 377.253.867 2015 261.145.671 242.194.835 344.838.432 309.228.530 323.855.680 320.478.104 224.697.732 224.887.919 380.119.358 407.233.213 391.590.700 386.045.315 0 50.000.000 100.000.000 150.000.000 200.000.000 250.000.000 300.000.000 350.000.000 400.000.000 450.000.000
  4. 4. Media Mix Top 3 in 2015 ? • Television (41%), Daily Press (21%) and Radio (13%). Evolutions in % points ? • Increase for TV (+2,8%) & OOH (+0,1%) • at the expense of Internet (-0,9%), Free Sheets (-0,6%), Dailies (-0,6%), Radio (-0,4%), Magazines (-0,4%) and Cinema (-0,02%). Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015. 22% 21% 7% 6% 3% 2% 39% 41% 14% 13% 1% 1% 9% 9% 6% 5% YTD 2014 YTD 2015 Internet Outdoor Cinema Radio TV Free Sheets Magazines Daily Press
  5. 5.  -6% global decrease in 2015 vs 2014 but stability of the  TV & Dailies have the biggest share of investments. investments • Increase of investments for TV (+8%) & Outdoor (+2). • Heavy decrease of investments for Free sheet (-18%) & Internet (-13%). TV & Dailies are still the most invested media Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015. Media YTD 2014 YTD 2015 2015 vs 2014 TV 1.450.342.360 1.577.617.330 +9% Daily Press 824.951.078 814.592.732 -1% Radio 523.926.482 513.823.168 -2% Outdoor 324.642.141 330.925.030 +2% Magazines 256.520.573 244.581.565 -5% Internet 237.341.342 206.855.601 -13% Free Sheets 110.753.422 90.462.590 -18% Cinema 37.833.155 37.457.471 -1% Grand Total 3.766.310.552 3.816.315.487 +1%
  6. 6. Seasonality In December 2015 vs 2014, all media are down except Internet (+51%), Outdoor (+35%) and Free Sheets (+3%). Source : Nielsen, Gross Investments, Media evolution in %, Adstat, JAN-DEC 2014 & 2015. -60% -40% -20% 0% 20% 40% 60% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Daily Press Magazines Free Sheets TV Radio Cinema Outdoor Internet Grand Total
  7. 7. Top 10 economic groups +7% +10%-1%-3% -2% +23%+12%+4% -8% • Top 3 : Culture, Retail & Food. • Increase for HO-Care (+23%), HO-Equipment (+12%), Beauty-Hygiene (+10%) and Food (+7%). • Important decrease for Services (-8%). Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015. Culture, Tourism, Leisure & Sports Retail Food Services Transport Beauty - Hygiene Telecom Home - Office Equipment Home - Office Care Health - Wellbeing YTD 2014 974.054.207 637.042.582 458.973.148 448.287.514 386.344.826 226.954.370 203.440.696 153.497.140 75.193.986 85.060.498 YTD 2015 947.719.327 665.584.372 493.229.681 412.386.387 381.644.293 248.635.629 199.465.151 172.267.201 92.255.619 88.237.872 0 200.000.000 400.000.000 600.000.000 800.000.000 1.000.000.000 1.200.000.000 +4%
  8. 8. Top 10 advertisers  -6% global decrease in 2015 vs 2014 but stability of the mediamix.  TV & Dailies have the biggest share of investments. All media suffered decreasing investments • Procter&Gamble at the top 10 ! • Positive trend for Procter&Gamble (+25%), D’Ieteren Auto (+15%), Colruyt (+13%), Mediahuis (+13%), Reckitt&Benckiser (+13%), De Persgroep (+12%) and Unilever (+6%). • Proximus (-2%) and Coca-Cola (-1%) decreased their investments over that period. Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015. Proximus and Belgacom investments were cumulated. Mediahuis, Concentra & Corelio were cumulated. Reckitt & Benckiser Homecare & Healthcare were cumulated. +13% -1%-2%+25% +13% +12%+13%+6% +15% PROCTER & GAMBLE UNILEVER BE RECKITT & BENCKISER D'IETEREN AUTO PROXIMUS COCA-COLA BE MEDIAHUIS COLRUYT DE PERSGROEP CARREFOUR YTD 2014 73.827.693 74.807.558 61.882.604 57.802.701 66.698.966 61.184.259 49.955.274 35.959.238 31.422.403 33.739.547 YTD 2015 92.234.904 79.527.604 69.681.391 66.447.938 65.268.619 60.365.397 56.323.850 40.611.182 35.218.971 34.905.161 0 10.000.000 20.000.000 30.000.000 40.000.000 50.000.000 60.000.000 70.000.000 80.000.000 90.000.000 100.000.000 +3%
  9. 9. Top 10 brands  -6% global decrease in 2015 vs 2014 but stability of the mediamix.  TV & Dailies have the biggest share of investments. All media suffered decreasing investments • Proximus leading the top 10 ! • Positive trend for Coca-Cola (+27%), Delhaize (+21%), Colruyt (+12%), Telenet (+10%) and VW (+9%). • Negative trend for Mercedes-Benz (-12%) and Voo (-8%). Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015. +10% +2%+27%-1% -8% -12%+12% PROXIMUS COLRUYT TELENET MOBISTAR COCA-COLA LIDL VOO VW DELHAIZE MERCEDES - BENZ YTD 2014 63.256.869 30.368.888 30.493.982 34.895.879 20.692.368 25.407.094 27.981.735 23.084.107 20.259.521 26.504.926 YTD 2015 62.906.652 34.151.685 33.574.754 33.213.746 26.329.377 26.041.227 25.650.660 25.225.468 24.592.876 23.378.333 0 10.000.000 20.000.000 30.000.000 40.000.000 50.000.000 60.000.000 70.000.000 -5% +21%+9%
  10. 10. THANK YOU Any questions ? 2MVDC.belgium@havasmedia.com

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