An overview of the media spendings in 2013, month by month and global period from Jan to Oct. Media mix, Top10, ...

1. MEDIA INVESTMENTS
OVERVIEW
OCTOBER 2013

2. Executive summary
 The media investments spent on Jan-Oct 2013 are stable vs same period 2012 : +1%.
 -4% for October 2013 vs October 2012.
 If the first semester was not so good vs 2012, as from July onwards, the
spendings/months are increasing vs last year.
 In terms of advertisers groups, the two FMCG giants (P&G and Unilever) are cutting fairly
their investments on Jan-Oct 2013 period (vs last year, same period) as well as the month
October only.
 In terms of brands, Lidl is still the N°1 even if decreasing. The Top5 on Jan-Oct 2013 period
does not change that much vs Jan-Oct 2012 (see details).

3. Stable period Jan-Oct 2013 vs Jan-Oct 2012
2 931 975 141 €


+1%
2 955 860 803 €
Jan-Oct 2013 +1% compared to Jan-Oct 2012 thanks to higher investments during the last 4 months of 2013.
Media investments increased everywhere except in Free sheets (-12%), Magazines (-3%) and OOH (-1%).
Source : Nielsen, Investments, Adstat, Media mix, JAN-OCT 2013 & JAN-OCT 2012, output 19/12/2013.

4. A decreasing October 2013 (except for Radio&Dailies) : -4%
386 292 199 €


-4%
369 304 764 €
October 2013 -4% compared to October 2012.
Media investments decreased in every media except Radio (+17%) and Dailies (+6%).
Source : Nielsen, Investments, Adstat, Media mix, OCT 2013 & OCT 2012, output 19/12/2013.
Nielsen information : “Missing Internet (Produpress and Trustmedia) and OOH (Belgian Posters) data for OCT13”.

5. Some good signs as from July 2013 onwards…


Although Cinema investments represent a minor part of the total, this media knew some very large increase during first
semester (vs first semester of last year) while Free sheet are not performing well.
As from July 2013, the total market shows some good signs and is increasing on September as well as July.
Source : Nielsen, Investments, Adstat, Media mix, 2013.

6. Global stability among eco-sectors

The two main „eco-sectors‟ are increasing a little while Food, Services and Beauty are decreasing.
Source : Nielsen, Adstat, Economic groups, JAN-OCT 2013 & JAN-OCT 2012, output 19/12/2013, ranking on JAN-OCT13.

7. Top10 Jan-Oct13 Adv. Group : the two FMCG giants cut up to a
quarter (of their spendings) …
-17%

-24%
0%
+16%
+2%
+27%
+18%
+6%
-10%
… While Coca Cola Company & Reckitt Benckiser are increasing fairly their investments.
Source : Nielsen, Adstat, Advertiser Group, JAN-OCT 2013 & JAN-OCT 2012, output 19/12/2013, ranking on JAN-OCT13.
-11%

8. Top10 Oct13 Adv. Group : shows the same trend (as Jan-Oct13)
-31%

+39%
-24%
-1%
+34%
-5%
+18%
+11%
Even cutting down with 30%, P&G remains N°1.
Source : Nielsen, Adstat, Advertiser Group, OCT 2013 & OCT 2012, output 19/12/2013, ranking on OCT13.
(MONDELEZ INTERNATIONAL=KRAFT FOODS)
-17%
+41%

9. Top10 Jan-Oct13 brand : mainly cars and telecom
-13%


+14%
-6%
+2%
+6%
+30%
-14%
-7%
+52%
No huge changes from 2012 to 2013 in the Top5, except that Mercedes-Benz took over Mobistar place.
Opel comes from N°13 to N°6.
Source : Nielsen, Adstat, Brand, JAN-OCT 2013 & JAN-OCT 2012, output 19/12/2013, ranking on JAN-OCT13.
*Relocation for the advertiser Belgacom : total split brand Belgacom and Proximus in 2013.
-7%

10. Top10 Oct13 brand : step back for Telco operator except BGC*
+68%


+33%
+28%
+308%
+15%
-26%
+5%
Remarkable increase for PSA Group.
Except BGC*, the Telco operators a decreasing their investments vs Oct 2012.
Source : Nielsen, Adstat, Brand, OCT 2013 & OCT 2012, output 19/12/2013, ranking on OCT13.
*Relocation for the advertiser Belgacom : total split brand Belgacom and Proximus in 2013.
-27%
+76%
-46%

11. If questions, do not hesitate to take contact with
sophie.alderweireldt@havasmedia.com
audrey.forstneric@havasmedia.com