- Media investments in Belgium decreased 6% from January-February 2015 compared to the same period in 2014. - Culture, Tourism, Leisure & Sports saw the most investment, followed by Retail, Food & Services. - The top three advertisers were D'Ieteren Auto, Procter & Gamble Benelux, and Mediahuis, though some major advertisers like Proximus and Renault decreased spending.

1. MEDIA INVESTMENTS
OVERVIEW JANUARY-FEBRUARY 2015

2. Executive Summary
• -6% decrease of media investments for January-February 2015 compared
to January-February 2014.
• Culture, Tourism, Leisure & Sports is the sector where money is the most
invested. Followed by Retail, Food & Services.
• Top 3 advertisers :
• Top 3 brands :

3. Decrease versus last year same period
501.494.236 €532.776.402 €
 -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.
 Cinema investments decreased by -37% compared to the previous year.
Source : Nielsen, Gross Investments, Adstat, JAN-FEB 2014 & 2015.
23% 23%
7% 6%
4% 3%
36% 36%
15% 16%
1% 1%
9% 9%
6% 6%
YTD 2014 YTD 2015
Internet
Outdoor
Cinema
Radio
TV
Free Sheets
Magazines
Daily Press
-6%

4. Overall decrease in the investments
Source : Nielsen, Gross Investments, Adstat, JAN-FEB 2014 & 2015.
 Strong decrease for Cinema (-37%) & Free sheets (-28%).
 Overall decrease for the other media as well. No increase …
Media YTD 2014 YTD 2015 2015 vs 2014
Daily Press 123.639.824 113.712.642 -8%
Magazines 35.723.787 32.125.085 -10%
Free Sheets 19.845.866 14.297.571 -28%
TV 189.783.601 182.571.943 -4%
Radio 79.834.818 78.004.766 -2%
Cinema 4.138.779 2.600.471 -37%
Outdoor 47.800.212 47.454.599 -1%
Internet 32.009.515 30.727.160 -4%
Grand Total 532.776.402 501.494.236 -6%

5. Top 10 advertisers January-February 2015
+59% -19%+66%+15% +42% +48%
 D’Ieteren Auto at the top with +15% more invested than last year.
 Proximus (-19%), Renault (-15%), P&G (-14%) and Unilever (-3%) have decreasing investments
over that period.
 The other advertisers follow a very positive trend, especially Fiat that has increased its media
investments by 2.
X 2-15%-14% -3%
Source : Nielsen, Gross Investments, Adstat, JAN-FEB 2014 & 2015.
Proximus and Belgacom investments were cumulated.
Mediahuis, Concentra & Corelio were cumulated.
0
2
4
6
8
10
12
14
16
18
Millions
YTD 2014 YTD 2015

6. Top 10 advertisers January-February 2015
 For 2015 vs 2014, D’Ieteren Auto at the top by increasing its investments by 15%.
 Except for Proximus, Renault, P&G and Unilever, all advertisers follow a positive trend.
Source : Nielsen, Gross Investments, Adstat, JAN-FEB 2014 & 2015.
Proximus and Belgacom investments were cumulated.
Mediahuis, Concentra & Corelio were cumulated.
Advertisers YTD 2014 YTD 2015 2015 vs 2014
D'IETEREN AUTO 14.512.865 16.675.627 +15%
PROCTER & GAMBLE BENELUX 12.572.905 10.822.258 -14%
MEDIAHUIS 5.360.407 8.510.449 +59%
UNILEVER BELGIUM FOODS & HPC 7.752.653 7.534.868 -3%
FORD MOTOR COMPANY BELGIUM 3.847.167 6.387.382 +66%
PROXIMUS 7.262.752 5.866.500 -19%
RECKITT & BENCKISER HOME CARE 4.073.268 5.780.734 +42%
RENAULT BELGIQUE LUXEMBOURG 6.582.040 5.618.475 -15%
COLRUYT 3.739.522 5.542.150 +48%
FIAT GROUP AUTOMOBILES BELGIUM 2.318.145 5.492.939 +137%

7. Top 10 brands January-February 2015
+71% +5% -19%-17% +1%+31% -15% +17%
 Automotive and retail sectors are the biggest investors of January-February 2015.
 Ford entered the Top 3 with considerable increase in their investments for this period.
 Automotive sector leading media investements is related to Brussels’ Car Show.
+9% -22%
Source : Nielsen, Gross Investments, Adstat, JAN-FEB 2014 & 2015.
0
1
2
3
4
5
6
7
Millions
YTD 2014 YTD 2015

8. Top 10 brands January-February 2015
Source : Nielsen, Gross Investments, Adstat, JAN-FEB 2014 & 2015.
 For 2015 vs 2014, Ford reached the top with +71% investments.
 Increase for Colruyt (+31%), ING (+17%), Opel (+9%), VW (+5%) & Audi (+1%).
 Strong decrease for Telenet (-22%), Renault (-19%), Peugeot (-17%) & Citröen (-15%).
Brands YTD 2014 YTD 2015 2015 vs 2014
FORD 3.735.017 6.387.382 +71%
OPEL 4.902.093 5.341.483 +9%
VW 4.972.141 5.235.879 +5%
COLRUYT 3.732.748 4.907.093 +31%
PEUGEOT 5.796.282 4.827.225 -17%
RENAULT 5.653.560 4.587.249 -19%
CITROEN 5.243.429 4.430.905 -15%
ING BANQUE 3.719.448 4.350.246 +17%
AUDI 3.605.601 3.657.264 +1%
TELENET 4.687.031 3.638.028 -22%

9. THANK YOUAny questions ? 2MVDC.belgium@havasmedia.com