This document provides an overview of trends in television viewing in Belgium between 1997-2013. It shows that while traditional TV viewing remains high, viewers are increasingly engaging with television content on multiple screens. The number of residential subscribers of digital TV packages has risen dramatically since 2005. Time-shifted viewing through DVRs and video on demand has also increased substantially in recent years. Younger demographics especially are watching larger portions of TV content on devices other than the traditional TV screen. Overall television consumption time has remained relatively stable even as viewing has fragmented across more channels and platforms.

1. EVENT 5/12 INTRODUCTION

2. Havas Media
th of December 2013
5

4. Digital TV has become the norm
2012
2.625.173
2011 2.273.208
Evolution of # residential
subscribers of packs
89%
(Source: IBPT)
2010
1.851.944
89%
June 2005
2009
Pack offers rise (2007)
2008
1.291.579
813.728
2007
479.528
Sept 2005 –
Interactive TV launch
Avril 2006
Feb 2013
Coditel rebranded
July 2011
6%
3%
2006
2007
2008
2009
Audimetrie CIM, Janvier 2006-Novembre 2013, 4+, % penetration STB (Settopbox at least 1 TV)
2010
2011
2012
2013

5. A NIGHTMARE ON
MAIN SCREEN

6. TV consumption driven by technologies
311
min
292
292
281
255 min
244
min
230
221
211
207 min
1997
1998
1999
2000
2001
2002
Source : Audimetrie CIM, 15-54 y.o. Total screen usage
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013

7. There is nothing stable in this world except
Belgian TV time view
4 h 05
3 h 21
2013
2010
2013
3 h 23
2010
4 h 02
Source : Audimetrie CIM, 2010(30/08-31/10), 2013 (26/08-03/11), Daily viewing Time (ATS), Daily Reach (10 min. cons.),
Live +6 - Guests,15-54y, All Day, Total TV

8. „Traditional‟ TV: More Time – (A very little less) Reach
Daily Reach %
85%
35+
2005
35+
2012
80%
75%
Women
2005
Women
2012
Men
2005
02:52:48
03:07:12
03:21:36
03:36:00
70%
03:50:24
SG 1-4
2005
04:04:48
04:19:12
65%
SG 1-4
2012
60%
55%
15-34
2005
50%
15-34
2012
45%
Source CIM Audimetrie 3/2005 vs 3/2013
Men
2012
04:33:36
04:48:00
05:02:24
05:16:48

9. Rise of the „other‟ TV screen usage
7%
2%
7%
5%
5%
11%
55%
66%
76%
65%
28%
22%
15%
8%
3%
sept-oct 2013
sept-oct 2010
3%
sept-oct 2010
17%
sept-oct 2013
Source : Audimetrie CIM, 2010(30/08-31/10), 2013 (26/08-03/11), Repartition others screen usages based on RAT 15-54 All Day

10. TIMESHIFT KILLS LIVE TV !

11. Rise of time shifted viewing
68%
64%
37%
37%
2009
2010
2011
Source : CIM Audimetre, All Day, Janvier 2009-03/11/2013, Monthly Reach TSV (= 4+ with STB at least 1 TV)
2012
2013

12. 6 ads out of ten watched inside time shifted
viewed programs
7,0%
60%
4,3%
Total TSV National (weighted)
Ads watched in the TSV (weighted)
2010
2011
2012
Source : Audimetrie CIM, Jan 2010- Oct 2013, TSV Share,15-54y, All Day
Commercial Time Band (only break); North: VTM, 2Be, Vitaya, Vier, Vijf, Discovery, South : La Une, La Deux, AB3, RTL-Tvi, Club RTL, Plug RTL
2013

13. Timeshifted viewing: a question of contents
215
Series
163
Movies
DocusoapReality serie
Game Quizz
Cartoon
152
144
133
Series are timeshifted
viewed
Source : Audimetrie CIM, Sept-Oct 2013 (26/08-03/11), TSV Share,15-54y, All Day
North: Een, Canvas, Ketnet, VTM, 2Be, Vitaya, Vier, Vijf
2x
more than
global average

14. Timeshifted viewing: a question of contents
385
Animated movies
Cartoon
226
Docusoap- Reality
serie
223
217
Movies
Series are timeshifted viewed
Series
180
almost
4x
more than global
average
Source : Audimetrie CIM, Sept-Oct 2013 (26/08-03/11), TSV Share,15-54y, All Day
South : La Une, La Deux, AB3, RTL-Tvi, Club RTL, Plug RTL

15. FRAGMENTATION DIVIDES RATINGS

16. Fragmentation ? Which fragmentation ?
2.200.000
Total TV
Total screen usage
2.024.131
2.000.000
1.954.918
1.800.000
1.862.453
Total TV
1.600.000
1.400.000
1.200.000
1.000.000
800.000
600.000
400.000
200.000
0
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Source: Audimetrie – 15-54 y.o. - Selected channel(s): Total Screen Usage; Total TV; EEN; CANVAS; KETNET OP 12; SPORZA; VTM; EEN+;
KETNET+ / CANVAS+; VTMKZOOM; 2BE; Vier; Vijf; VITAYA; EXQI PLUS NL; DISCOVERY CHANNEL VL; NICK JR(NL); NICKELODEON(NL);
DISNEY CHANNEL VL; ACHT; NATIONAL GEOGRAPHIC;; Live+Guest
2011
2012

17. Fragmentation ? Which fragmentation ?
1.600.000
Total TV
Total screen usage
1.433.060
1.473.600
1.400.000
1.390.328Total TV
1.200.000
1.000.000
800.000
600.000
400.000
200.000
0
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
Source: Audimetrie – 15-54 y.o. - Selected channel(s): Total Screen Usage; Total TV; LA UNE; LA DEUX; RTL-TVI; CLUB RTL; PLUG RTL; AB3;
; Live+Guest
2012

18. A smooth on-going change
RAT (%)
45%
40%
35%
97-2000
2001-2004
30%
2005-2008
2009-2012
25%
20%
15%
1
2
3
4
5
6
7
Shows ranking Top 10
Source: Audimetrie – 15-54 y.o. – Selected channels: Een, Canvas, Ketnet, VTM, 2BE, Vier, Vijf, Vitaya (live + guest)
8
9
10

19. A smooth on-going change
RAT (%)
35%
7/3/2010
30%
25%
97-2000
2001-2004
2005-2008
2009-2012
20%
15%
10%
1
2
3
4
5
Shows ranking Top 10
Source: Audimetrie – 15-54 y.o. – Selected channels:
6
7
8
9
10

20. ALL GUESTS ARE EQUAL .

21. Similar # guests in both regions but…
5%
Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day

22. Guests ratings are a question of contents
119
4-14 y.o.
118
Sports
04-14y
111
Youth
contents
109
15-34y
Movies
105
Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day
Index = North

23. Guests ratings are a question of contents
117
4-14 y.o.
108
Sports
Youth
contents
15-34y
Movies
106
105
104
Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day
Index = South
04-14y

24. Guests ratings is a question of season
130
120
« Guests Share »
110
100
90
C
H
R
I
S
T
M
A
S
80
70
S
U
M
M
E
R
60
1/09/2012
1/10/2012
1/11/2012
1/12/2012
1/01/2013
1/02/2013
1/03/2013
1/04/2013
Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day
1/05/2013
1/06/2013
1/07/2013
1/08/2013
1/09/2013
1/10/2013

25. MULTI-SCREEN
THE NEW NORMAL
ACTIVITY

26. Belgium in the top „Tablet European League‟
40%
36%
35%
31%
30%
30%
30%
25%
21%
21%
20%
20%
16%
15%
2012
2013
15%
12%
11%
11%
12%
10%
7%
5%
0%
US
UK
France
Belgium
Germany
Finland
Japan

27. Other devices & format grow steadily
Youtube
8,0%
8h40/month
DVD, 5%
TSV; 5,0%
Emergence of „watching TV‟ on other
devices
95%
5h30/month
5h00/month
(PC, Tablet or Smartphones)
72%
Daily Reach
Total Reach
90h/month
Traditional TV
viewing, 82%
14%
7%
TV screen
Source: audimetrie – Comscore - GFK
Other Devices

28. Watching TV on other devices
A youngsters‟s habit
2%
2%
65+
8%
55-64
3%
14%
45-54
7%
Total Reach
14%
35-44
Daily Reach
7%
23%
25-34
10%
30%
18-24
14%
0%
5%
Source: audimetrie – Comscore - GFK
10%
15%
20%
25%
30%
35%

29. Laptop and Gaming Consoles:
Popular TV devices next to the traditional TV set
TV
97%
Connected
tablet
Laptop
52%
7%
Watch
TV
Gaming
console
connected to
TV
Smartphone
13%
19%
Tablet
15%
Source: MMS Study 2013 – Havas Media

30. Live TV on other screens less than 1% of the
Volume in 2012
100%
96%
95%
90%
80%
73%
72%
70%
60%
50%
Daily Reach 18+ (%)
Total Reach 18+ (%)
40%
30%
20%
16%
10%
14%
7%
6%
0%
North TV
North Other
screen
South TV
South Other
screen
Cette étude a été réalisée par GfK Audimetrie, en collaboration avec Significant GfK qui était responsable du terrain – une enquête en ligne de 10.665
répondants de 18 ans et plus, entre le 1 et le 10 octobre 2012.

31. The challenging “new normal”

32. 2nd screen (TV) a strong link with digital brand content
Surf on websites
related to what
I’m watching
44%
Look or buy
things related to
what I’m
watching
Tweet about the TV
program or movie
9%
25%
Multi
screen
usage
Comment online
about ads, film or
program I’m
watching
Write on FB
about what I’m
watching
22%
18%
Consult Twitter
21%
Send emails / sms
related to what I’m
watching
22%

33. In a nutshell
TV remains an avoidable, dominant and massive media
Digital transformation has - so far - allowed:
-
TV contents‟s usage multiplication
-
More relevant and personalized contents
-
„Live‟ social interactivity
Let‟s share together 120 minutes to better understand
-
the Social TV phenomenon
-
Links between traditional TV and other screens
in order to optimize potential synergies

34. THANK YOU
facebook.com/HavasMediaBelgium
fr.slideshare.net/havasmediabe