Dutch media landscape update Q3 2016

1
Dutch media landscape
Starcom NL
Q3 2016 UPDATE

22
What’s New?
Q3 2016
Annual growth in media spend for TV
and radio. Decrease of spend for
newspapers and direct mail
Watching linear TV on demand online
with KNIPPR & Mobile2Morrow
NPO TV channels (STER) show
increase in market share
Possibilities for real time buying online
radio with TMX and Spotify+MobPro
Increase in market share for NPO
Radio 1, strong decrease for SLAM!
and NPO 3FM.
New publishers and possibilities for
online textual content
Within critical market of magazines
increase in spend for women’s titles
Libelle, Margriet en LINDA.
The live aspect is embraced by social
media platforms such as Instagram
(Stories) and YouTube (Connect)
Privacy concerns affect display
advertising with European cookie law
and buying options at AdBlock Plus
Digital Out of Home offers
opportunities for real time
communication
Developments within Out of Home
network Exterion Media and
extensions for Clear Channel

3
Our Starcom Media Philosophy
Starcom, the Human Experience Company. At Starcom we
believe that experiences are the new communication
currency. Experiences enrich lives and facilitate connections
between brands and consumers.
To create the right experience, understanding people is key.
We need to understand our clients’ target audiences
throughout the whole marketing funnel. Within this funnel,
consumer media behavior plays a very important role. That’s
why we no longer divide the media landscape based on
media types, but on how people experience media.
As such, we differentiate between five key Media
Consumption Patterns (MCPs): Watching, Listening,
Reading, Communicating and On the Go. Based on these
MCPs we will guide you through the Dutch media
landscape. We hope you enjoy it!

4
The Netherlands – General stats & figures
Content
Watching
Listening
On the go
Reading
Communicating Social media
Surfing online
Overall media and consumer stats & figures
(trends, media spend, time spend, device ownership & usage, digital stats)
Appendix

5
The Netherlands
General stats & figures

6
Dutch population is still growing and getting older. The number of households has grown with
8% since 2005, mostly due to the increasing number of single person households (+17%).
After years of recession, disposable HH income has again increased in 2013 and 2014.
2.449 2.868
4.642 4.797
2,27 2,18
1,0
1,3
1,6
1,9
2,2
2,5
0
2.000
4.000
6.000
8.000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Averageno.peopleinHH
#HH(in‘000s)
Household (HH) size
Single person household Multiple person household Average no. of people in HH
Source: CBS, Statline, 2016.
16.306
16.901
16.000
16.100
16.200
16.300
16.400
16.500
16.600
16.700
16.800
16.900
17.000
Duizenden
Population (in ‘000)
28,3
29,0 29,4
30,6
32,6
33,1 33,3 33,2 33,3 33,3 33,6
34,2
25
30
35
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014€(in‘000s)
Annual disposable HH income
39,0
41.3
37
38
39
40
41
42
Average age

7
-50
-40
-30
-20
-10
0
10
20
2008Jan
2008Apr
2008Jul
2008Oct
2009Jan
2009Apr
2009Jul
2009Oct
2010Jan
2010Apr
2010Jul
2010Oct
2011Jan
2011Apr
2011Jul
2011Oct
2012Jan
2012Apr
2012Jul
2012Oct
2013Jan
2013Apr
2013Jul
2013Oct
2014Jan
2014Apr
2014Jul
2014Oct
2015Jan
2015Apr
2015Jul
2015Okt
2016Jan
2016Apr
2016Jul
2016Okt
Difference%positivevsnegativeanswers
Dutch consumer confidence
In the 2016 Q2 the Dutch consumer confidence index increased by 6
to 91. Indices above 100 show optimism.
Source: CBS, Statline, 2016
Source: Nielsen Consumer Confidence, Q2 2016
Consumer confidence worldwide – Q2 2016

8
Signs of economic recovery are evident. In 2014, unemployment has decreased
for the first time since 2011. This and similar positive trends seem to be
persisting in the next years.
Key Economic Indicators NL 2011 2012 2013 2014 2015 2016 2017**
Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.1% 0.9%
Economic growth 1.2% -1.7% -0.5% 1.0% 2.0% 1.8% 2,1%
Purchasing power* -1.0% -1.9% -1.3% 1.4% 1.0% 2.6% 0.2%
Unemployed (in ‘000s) 389 469 647 660 614 575 560
Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.4% 6.2%
Source: CPB, Kerngegevenstabel 2012- 2015 and 2014-2017, June 3rd 2016 (* median for all households; ** estimated figures)

9
Overall media and
consumer stats & figures

10
SoLoMo is now
Social
Social media connects people
worldwide with events,
activities and each other
Local
Increasing ability for brands
and organizations to respond
to people’s whereabouts and
out-of-home activities
Mobile
Mobile technology makes it
possible to reach people
anywhere, anytime

11
Dutch brands show strong commitment amongst the Dutch consumer
Source: EURIB Top 100 Indispensable Brands of 2015 (EURIB Top-100 Onmisbare Merken van 2015), n=1,211

13
10 trends for consumers in 2016
Agnostic shoppers
They are less bothered about labels and recognised products. These consumers flit
between shops and products in their search for value and novelty, presenting a challenge
for brands who want to connect with them or inspire their loyalty.
Buying time
Consumers are more willing to outsource aspects of their lives. Many perceive time as the
key luxury.
Challenging ageing
In 2016, we can talk of a mature lifestyle as more people are living a busier, more
satisfying and extended “third age”, starting after middle age—anywhere from 55-65.
Changemakers
In 2016, trying to change things for the better is becoming a more mainstream priority.
Consumer expectations regarding corporate environmental issues are growing
Gender blurring
Gender lines are blurring, retailers and manufacturers are creating gender-neutral labels.
Greener food
In 2016, more of us will be eating greener. More people will care about cutting down on food waste in
and beyond the home, try harder to avoid unhealthy food and overeating and be keener on more natural,
local and seasonal food.
Mental wellbeing
The trend for looking workout-ready beyond the gym echoes the consumer embrace of a holistic attitude
towards optimal physical and mental health.
Over-connected consumers
Now that near to half of the world’s population has internet access more consumers are dwelling on the
flipside of digital life. The physical and emotional health hazards of non-stop device use and the impact
on children and teenagers are all under review.
Shopping for control
Fear-inducing personal security and financial worries as well as unsettling global events and diminished
trust in brands and institutions, are driving consumer interest in buying for control. The broad range of
goods and services that consumers spend on includes organic food, financial services, sun protection,
security agents and air purifiers.
Spending singles
With fewer commitments and more to spend, premium singles are a captive audience for authenticity-led
services and products, such as curated subscription boxes and high-end goods promoted via users’
authentic digital snaps.
Source: Euromonitor International Top 10 Global Consumer Trends for 2016.

14
5 tech trends to watch in 2016
Drone
improvements
allowing for
professional
video capturing
3D colored
retail
holograms
could change
in-store
displays
Virtual Reality
theaters
opening could
create
marketing
possibilities for
VR
Connected
home & self
provides new
data points and
e-commerce
services to
brands
AI personal
assistants will
be invaluable in
helping
marketers read
human emotion
and intuition
Source: SMG trends and insights from CES 2016

15
5 digital trends to watch in 2016
The voice of
the consumer
will be heard
Mobile
payments will
take off
Consumers will
be free with
their data
Facebook will
become nearly
entirely mobile
Mobile
commerce will
move down the
funnel
Source: eMarketer Key Digital Trends for 2016, Dec 2015

16
5 mobile trends for 2016
We will
experience life
through AR &
VR, it will take
off in 2016
Mobile will
become the
primary
platform for
video viewing
We will get
even closer to
consumers with
a wider
adoption of
wearables
Mobile will
become an
enabler of in-
store
experiences for
users
Consumers will
become
comfortable
with mobile
payments
Source: SMG Mobile Trends 2016

17
Overall digital forecast
More than 38% of
advertising spend will be
Digital in 2018
Share of consumer E-
books will show an
increase from 3.4% of
consumer book spend in
2013 to 15% in 2018
More than 48% of
Entertainment & Media
spend will be Digital in
2018
Source: PWC Entertainment & Media Outlook forecast 2014-2018

19
Competitive reporting in the Netherlands
0
1.000
2.000
3.000
4.000
5.000
Cinema Newspapers Online Out Of Home Magazines Radio TV
€millions
Gross Net
Media spend 2015
Most competitive reporting is based on gross
media spend.
Bear in mind that most advertisers profit from
(heavy) discounting, especially on TV, so the
difference with net spend can be significant.
In the gross spend reporting digital spend is not
fully reported.
For example, search, social media advertising
and video are (partially) excluded.
All TV spend prior to 2015 is limited to TV spot
advertising.
Since 2015, spend on TV non-spot activities, i.e.
TV sponsorship idents, is also reported.
Source: Gross spend: Nielsen, 2015 | Net spend: Nielsen Jaarrapport Netto Media Bestedingen 2015 voorpublicatie | Note: For digital only net spend is available.

20
Compared to 2015 Q3, media spend in 2016 Q3 is 2% lower
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
€millions
Gross media spend
-2% YoY+1,3% YoY +5,3% YoY -0,8% YoY-4,7% YoY
Source: Nielsen, 2011 – 2016 Q3 | Note: gross digital spend not included.

21
From 2015 Q3 to 2016 Q3 Radio has shown the most growth (+10%) in
media spend. Direct Mail spend declined by 47% in the same period.
0
1.000
2.000
3.000
4.000
Cinema Newspapers Direct Mail Door Drops Out Of Home Consumer
Magazines
Radio TV Trade Press
€millions
Gross media spend
per medium type across time
2012 2013 2014 2015 2015 Q3 2016 Q3
Source: Nielsen, 2012-2016 Q3 | Note: gross digital spend not included.

22
TV share of gross media spend is increasing from 2015 Q3 to 2016 Q3
mainly due to a decline in spend for newspapers and direct mail
18% 17% 16% 16% 16%
11%
7% 7% 6% 4% 4%
2%
2% 2%
2%
2% 2%
2%
10% 7%
7%
7% 7%
8%
7%
6%
5%
5% 5%
5%
9%
10%
10%
11% 10%
12%
48% 49% 52% 54% 54%
59%
1% 1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014 2015 2015 Q3 2016 Q3
Media mix
Trade Press
TV
Radio
Consumer Magazines
Out Of Home
Door Drops
Direct Mail
Newspapers
Cinema
Source: Nielsen, 2012-2016 Q3 | Note: gross digital spend not included.

23
Total net spend decreased with 0.2% in 2015 (vs 2014). Internet has a
bigger share than audio-visual media and the difference is getting bigger.
26%
30%
21%
4%
5%
15%
Audiovisual media Internet Print media
Out of home Direct marketing Sponsoring
Source: Nielsen Jaarrapport Netto Media Bestedingen 2015
26%
33%
19%
4%
4%
14%
2014
€ 4,627,000,000
2015
€ 4,620,000,000

24
The online display advertising spend through programmatic channels
increased with 29% in H1 2016, totalling 108m€ in revenues.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
20
40
60
80
100
120
2013-HY1 2013-HY2 2014-HY1 2014-HY2 2015-HY1 2015-HY2 2016-HY1
Y/YRevenuegrowth(%)
Displayadvertisingthroughprogrammatic
channels(m€)
Trends of programmatic spend
Display advertising through programmatic channels (m€) Y/Y revenue growth (%)
Real Time Bidding (RTB) is an
online auction for advertising
space. Programmatic Trading (PT)
makes it possible to better monitor
where, when and to whom your ads
are digitally served.
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016 HY1, September 2016

25
9% 13% 11% 15% 13%
19% 18%
18%
18%
16%
17%
16%
16%
13%
15%
18%
14%
16%
12%
14%
12%
57%
52%
58%
52%
59%
51%
57%
2013-HY1 2013-HY2 2014-HY1 2014-HY2 2015-HY1 2015-HY2 2016-HY1
Allocation of display revenue per format
Video Text links/Other Interruptive Embedded (e.g. banners)
Video shows the largest growth of all display formats from 2013 onwards.
Share of spend for banners (embedded) varies slightly but still consists of
more than half of total display advertising.
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016 HY1, September 2016

26
Growth in total net media spend is predicted mainly due to a significant
rise in online spend. Print spend is expected to decrease further.
3.967
3.770
3.649
3.730
3.773
3.821
3.877
3.959
3.400
3.600
3.800
4.000
2011 2012 2013 2014 2015 2016 2017 2018
€millions
Forecast net spend
0,8%
-5,0%
-3,2%
2,2%
1,2% 1,3% 1,5%
2,1%
-6%
-3%
0%
3%
6%
Forecast net spend
Change (%) to previous year
-
500
1.000
1.500
2.000
2.500
Newspapers Magazines TV Radio Cinema Outdoor Internet
€millions
Net spend per medium type
2011
2012
2013
2014
2015
2016
2017
2018
Source: ZOG Adspend Forecast Netherlands – September 2016 (1980-2018)

27
According to IAB, Dutch online advertising increased with 12% in 2016 HY1
compared to 2015 HY1, now representing 53% of the total advertising
revenue (1.265 m€).
43%
16%
41%
Display
Classifieds
Search
Total online ad spend
57%
13%
18%
12%
Embedded
Other & text links
Video
Interruptive
Online display spend
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016 HY1, March 2016
2016 HY1
835 m€
2016 HY1
358 m€

28
Top 10 advertisers in Q3 2016 dominated by FMCG and retail
No. Advertiser Category Gross spend
Q3 2016
1 Unilever Nederland FMCG € 46,763,735
2 Procter & Gamble Nederland FMCG € 30,356,480
3 Kruidvat Retail Retail € 23,948,948
4 Albert Heijn Retail € 19,889,344
5 Vodafone Telecom € 19,466,551
6 Lidl Nederland Retail € 18,848,181
7 Renault Nissan Nederland Automotive € 18,390,576
8 Reckitt Benckiser Nederland FMCG € 16,611,770
9 Heineken Nederland (WHK) FMCG € 15,877,009
10 T-Mobile Netherlands Telecom € 14,417,433
Source: Nielsen, Q3 2016 | Note: gross online spend not included

29
Top 10 brands in Q3 2016 is dominated by retail brands
No. Brand Category Gross spend
Q3 2016
1 KRUIDVAT Retail € 21,827,156
2 ALBERT HEIJN Retail € 19,653,232
3 LIDL Retail € 18,848,181
4 KPN Telecom € 13,824,361
5 ZIGGO Telecom € 12,763,535
6 JUMBO SUPERMARKTEN Retail € 10,848,863
7 MCDONALDS Fast Food € 10,774,312
8 RENAULT Automotive € 10,769,086
9 NIVEA FMCG € 10,619,207
10 PLUS Retail € 10,239,766
Source: Nielsen, Q3 2016 | Note: gross online spend not included.

30
Total sponsor spend of the top 100 sponsors decreases slightly over the
last years, with a 3% decrease in 2015 compared to 2014
Total spend top 100 sponsors 2014 2015 Index
Total sponsor spend €292,495,000 €283,775,000 97
Average sponsor spend (per brand) €2,924,950 €2,837,750 97
-
100
200
300
400
500
600
Sports Art & Culture Lifestyle Society Media (non-spot)
€millions
Sponsor spend by type of sponsorship
2010 2011 2012 2013 2014 2015
Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)

31
56%
14%
2%
10%
18%
Sponsor contracts
Sports Art & Culture Lifestyle Society Media (non-spot)
In 2015, 325 new (and renewed) sponsorship contracts were signed. This
implies a decrease of 30 contracts compared to 2014.
The total value of all contracts in 2015 was €154,000,000,
averaging €474,000 per contract*.
Both the total and the average are halved compared with
2014 (total: €326,990,000; average: €921,098 ). The
decrease is partly caused by lower expenses for sport
sponsorship.
(Another reason of the high total in 2014 is the contract
extension of Nike with the KNVB (Royal Dutch Football
Association) and the contract of Ziggo with Ajax)
Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). | Note: The value
of contracts signed differs from the annual sponsorship spend shown on other slides. This is due to contracts covering longer periods than just one calendar year.

32
Ziggo is entering the top 10 sponsors and shows the biggest increase
compared with 2014. This can be explained by its sponsorship with Ajax.
No. Brand Gross sponsor spend 2014 Gross sponsor spend 2015
1 Rabobank € 35,000,000 € 34,000,000
2 Adidas € 13,500,000 € 14,000,000
3 ING € 13,200,000 € 13,450,000
4 ABN AMRO € 10,600,000 € 13,000,000
5 KPN € 13,000,000 € 12,700,000
6 Heineken € 9,800,000 € 11,200,000
7 Nike € 15,500,000 € 11,000,000
8 Ziggo € 1,600,000 € 9,800,000
9 Philips € 10,100,000 € 9,600,000
10 VriendenLoterij € 8,250,000 € 8,500,000
Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

34
Dutch people spend more than 3 hours per day on media*
2:29
0:14
1:01
2:01
4:10
2:26
3:08
8:28
2:25
0:12
0:52
2:07
0:57
4:18
3:36
9:29
0:00 1:12 2:24 3:36 4:48 6:00 7:12 8:24 9:36 10:48 12:00
Eating and personal care
Other
On the go
Housework, groceries, shopping
Work, study, school
Leisure time
Media*
Sleeping
Hours per day
Main activities – average time spent per day
Weekend Weekdays
Source: Media:tijd 2015, base: all adults 13+ (N=2,953) | * media consumption not combined with any other activity

35
Watching and listening are most time consuming media activities
2:42
3:04
0:43
1:06
0:18 0:18 0:20
Listening (online or
offline)
Watching (online or
offline)
Reading (paper or
electronic)
Communicating
(through media)
Gaming (electronic) Internet other Media other
Media activities – average time spent per day
Hours per day
Source: Media:tijd 2015, base: all adults 13+ (N=2,953)
Definitions:
Listening: to radio, (own) music/audio – offline, online or apps + live or non-linear
Watching: TV programs, videos or pictures - offline, online or apps + live or non-linear
Reading: books, magazines, newspapers, door drops, newsletters – offline, online or apps
Communicating: text messages, chat, e-mail, social media, forums, letters – offline, online or apps
Gaming: consoles or game websites - offline, online or apps – except for board games and gambling
Internet (other): online shopping, e-banking, search information – offline, online or apps
Media (other): administration on computer, installation and use of software

36
Overall media consumption shows stable patterns. Time spent watching shows
strong peak in the evening whilst for listening this is higher during the day.
0
10
20
30
40
Minutes
Media activities on an average day
Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicating (through media)
Gaming (electronic) Internet other Media other

37
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
2015-II2016-I
Honderden
TV
No answer
TV heavy (24+
hours per week)
TV mid (14-24
hours per week)
TV light (0-14
hours per week)
No TV
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
2015-II2016-I
Honderden
Radio
No answer
No answer
Radio heavy (20+
hours per week)
Radio mid (5-20
hours per week)
Radio light (0-5
hours per week)
No Radio
Time spent online is increasing over the years, however this seems to
stagnate in the latest year. Time spent on TV and Radio remains steady.
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
2015-II2016-I
Honderden
Online
No answer
Internet heavy
(13+ hours per
week)
Internet mid (5-13
hours per week)
Internet light (0-4
hours per week)
No Internet
connection
Source: NPDM releases: 2010 I – 2010 II to 2015 II – 2016 I, base: All adults 13+ (N= 17.171)

39
Smartphone penetration remains stable at 80% in 2015
39%
45%
48%
58%
65% 67%
70%
76%
80% 80%
0%
20%
40%
60%
80%
100%
Historical development of smartphone penetration in NL
10.6
million
Smartphone
users in 2015
Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150); Global Mobile Landscape 2015, eMarketer.
13.9
million
Smartphone
users in 2019

40
All age groups are becoming more mobile over the years and tablet penetration
is increasing. There are however no big changes from June 2015 on.
0%
25%
50%
75%
100%
Men
Women
Age 13-17
Age 18-34Age 35-49
Age 50-64
Age 65+
% using a tablet
0%
25%
50%
75%
100%
Men
Women
Age 13-34
Age 35-49
Age 50-64
Age 65+
% using a smartphone dec-12
jun-13
dec-13
jun-14
dec-14
jun-15
dec-15
Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150)

41
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Averagetimespentinminutes
Smartphone and tablet usage during the day
Smartphone '15 Tablet '15 Smartphone '14 Tablet '14
Tablet and mobile show a similar pattern in usage, with a peak later in the
evening. Time spent on both tablet and mobile increased significantly.
Source: Media:tijd 2014, base: 13+ (N=2,989) | Media:tijd 2015, base: 13+ (N=2,953)

42
Watching TV still most popular via traditional TV set despite growing popularity
for laptop, tablet and mobile. Internet use via mobile has surpassed PC/desktop
and is currently at the same level as laptop.
68,2%
24,0%
27,4%
15,6%
9,1%
53,7%
12,9%
27,4%
15,6%
8,7%
68,1%
12,9%
23,9%
11,9%
14,1%
54,2%
23,5%
21,7%
12,2%
6,8%
93,2%
21,1%
4,8%
1,2%
2,6%
10,9%
2,5%
77,2%
78,3%
Medium type per device
Laptop
PC/desktop
Mobile phone
Tablet
Traditional TV set*
Media player*
Game console*
Paper*
Source: Media Standard Survey 2015 (N=5,100), Base: All adults 13+, (* device is not relevant for each medium type)

44
Percentage of Dutch population owning smartphones and tablets, using social
networks and mobile internet is still growing strongly. However, the percentage
of newspaper readers is decreasing.
0%
20%
40%
60%
80%
100%
Broadcast
TV viewers
Mobile
phone
owners
Internet
users
Radio
listeners
Magazine
readers
Smartphone
owners
Social
network
users
Mobile
phone
internet
users
Tablet
owners
Newspaper
readers
Digital video
viewers
Cable TV
viewers
Media penetration in the Netherlands, 2011 - 2015
2011 2012 2013 2014 2015
Source: The global media intelligence report (September 2016) – eMarketer & SMG

45
The Netherlands has the 9th highest internet penetration worldwide.
Mainly rich and/or relatively small countries in top 30.
70%
80%
90%
100%
Internet access by country (top 30) in 2016
Source: http://www.internetlivestats.com/internet-users-by-country/, penetration based on total population

46
95% of Dutch households have internet access at home. Internet
access ‘on the go’ has increased substantially.
90%
44%
5%
8%
92%
45%
4% 7%
93%
45%
4% 6%
94%
46%
6% 5%
95%
48%
55%
5%
At home At work Diverse (on the go, at friends/family,
school/university etc)
Elsewhere
Internet access by location
2011 2012 2013 2014 2015
Source: Media Standard Survey 2011-2015 (N= 5,100), base: All adults 13+.

47
Google and Facebook are leading in terms of reach across platforms
No. Top 10 brands Average monthly reach Compared to Q2
2016
1 Google (excl YT) 87%
2 Facebook 78%
3 YouTube 71%
4 Marktplaats 68%
5 Facebook Messenger 67%
6 Google Maps 66%
7 WhatsApp Messenger 66%
8 Bol.com 64%
9 Google Search 57%
10 Nu.nl 57%
Source: GfK DAM, base: 13+, average monthly reach Q3 2016 (all platforms)

48
WhatsApp is the app with highest reach on smartphone. Facebook
and YouTube are successful on both smartphone and tablet.
31%
33%
33%
36%
44%
51%
52%
55%
56%
64%
Google (excl YT)
Nu.nl
Drive
Gmail
Google Search
YouTube
Facebook Messenger
Google Maps
Facebook
WhatsApp Messenger
Overall top smartphone apps
Phone reach %
22%
23%
27%
29%
30%
31%
34%
35%
43%
46%
Gmail
Nu.nl
Facebook.com
Marktplaats
Google Search
Google Maps
Google.com
Facebook Messenger
YouTube
Facebook
Overall top tablet apps
Tablet reach %
Source: GfK DAM, base: 13+, average monthly reach Q3 2016

49
Main mobile phone activities are focused on communication in every
possible way (email, chat, text message and social media). For the first
time, using the Internet is just as popular as to call.
81%
76%
28%
11%
19%
42%
46%
13%
69%5%47%
67%
22%
80%
68%
27%
72%
Mobile activities
Internet E-mail
Video TV
Radio Navigation
Games As e-ticket
Camera Books
Online banking Social media
Online shopping Call
Text messages Music
Chat

50
Mainly all-round activities for tablet such as surfing the web, e-mail,
social media and games.
36%
30%
3%
60%
14%
35%
38%
9%
14%
87%
58%
70%
16%
36%
3%18%
4%
Tablet activities
Video TV
Text messages Social media
Radio Online shopping
Online banking Navigation
Music Internet
Games E-mail
Chat Camera
Call Books
As e-ticket

51
Smartphone has highest share of all communication. This is still
much higher for younger age groups than for older age groups.
7%
7%
19%
19%
48%
1%
Share of all communication per device
Landline/home phone
Tablet
Laptop
PC
Smartphone
Other 0%
20%
40%
60%
Total 13+ Men Women 13-19 20-34 35-49 50-64 65+
Share of communication per device per age group
Landline/home phone Smartphone Tablet Laptop PC

52
Nu.nl, YouTube and Spotify are the most downloaded media apps, both for
mobile as tablet. For the first time no increase in the average number of apps.
10%
10%
11%
12%
13%
14%
20%
25%
28%
37%
RTL XL
Netflix
AD.nl
De Telegraaf
Google Play Music
NOS
NOS teletekst
Spotify
Nu.nl
Youtube
Top 10 Media apps - Smartphone
14%
14%
15%
16%
17%
18%
18%
22%
25%
39%
Horizon Go (Ziggo)
NOS Teletekst
NOS
De Telegraaf
NPO (uitzending gemist)
Netflix
RTL XL
Spotify
Nu.nl
Youtube
Top 10 Media apps - Tablet
Average # of apps
on mobile: 28
Average # of apps
on tablet: 25

54
MCP: Watching
The way people consume audio visual content is rapidly changing. These days the
consumption of video content can be on multiple devices, in multiple places and in multiple
moments. The way consumers experience video content is changing as well.
It’s therefore crucial that we get a clear
understanding of how consumers
consume and experience all kinds of
audio visual content.

55
97%
Households
with TV
1.6
Average # of TVs
per household
38%
Hard disc recorder
ownership 2015
22%
31%
Connected TV
penetration
2014 vs. 2015
Source: Media Standard Survey 2015
Trends and developments – I

56Source: SKO 2012 – 2016 Q3, TA: +6, Linear TV is all the direct watching
(exclusive recorded TV programs that are watched on the same day)
Average viewing time per day (NL 6+)
in 2016 Q3: 166 minutes (vs. 172
min. in 2015 Q3). There’s a high drop
(-3%) in linear TV consumption from
2015 Q3 to 2016 Q3 (to 146 minutes
per day). In Q3 (summer period) the
average viewing time per day (linear
TV) is structural lower than the rest of
the year.
Watching linear TV is still the norm,
but catch-up TV is gaining ground with
an average viewing time of 11 minutes
per day in 2016 Q3, which is
equivalent to 7% of total viewing time.
Non-linear viewing mostly happens
the same day or within one week.
178 175 178
168
151
146
11
11
11
11
10
9
3
4
5
6
5
5
4 5
5
6
5
5
1
1
1
0
20
40
60
80
100
120
140
160
180
200
220
2012 2013 2014 2015 2016 2015 Q3 2016 Q3
Dutchviewingtime(perday)
Linear TV
Video, DVD & HDR
Non-linear viewing
(same day)
Non-linear viewing
(one week)
Non-linear viewing
(28 days)
Trends and developments – II 196 195 199 192 172 166

57
32.9
million
cinema visitors
in 2015 (+7%)
€8.37Average price
per ticket (+3%)
€275.6million
in ticket revenue
in 2015
Trends and developments – III
Source: http://www.filmdistributeurs.nl/nieuws/groei-bioscoopbezoek-2015-bewijst-kracht-bioscoopbeleving/
From 2014 to 2015 the number of cinema visitors went up by 7%.
The total number of cinema visitors is at a historically high level (only previously seen in 1967).

58
Trends and developments – IV
BrandDeli will introduce
commercial advertising on their
digital TV channels starting
July 1st. Channels included are
Animal Planet, Nat Geo Wild,
FOXlife, Comedy Central
Family and Discovery Science.
---
From September BrandDeli
added BBC First to its portfolio.
Source: BrandDeli nieuwsbrief – BrandDeli inkoopinformatie juli 2016, 31/05/2016 | http://www.emerce.nl/nieuws/nederlands-bedrijf-claimt-primeur-echte-tv-a-la-carte I http://www.adformatie.nl/nieuws/red-
urban-gaat-los-met-de-introductiecampagne-van-knippr I http://www.marketingonline.nl/nieuws/rtl-nederland-wordt-rtl-en-komt-met-pay-enontdek I http://www.emerce.nl/nieuws/videoland-maakt-offline-kijken-
kinderfilms-series-mogelijk
Streaming services KNIPPR
and M2M TV are introducing
on demand, online linear TV
watching. M2M offers an
option to select all channels by
yourself. KNIPPR offers a fixed
online TV subscription with
options to extend this with
additional channels.
RTL Nederland has taken over
TV network Triade Media. The
original channels of Triade will
increase targeting possibilities
for advertisers. Also RTL
Nederland changed its name
to RTL as one brand with
strong positioning.
Videoland (RTL) introduces an
offline variant of watching
series and movies.
Subscribers are now able to
download content and watch it
without Internet connection

59
Trends and developments – V
The Dutch &Samhoud media’s
world’s first VR-cinema will
move into Europe. The cinema
experience was offered
throughout various Dutch
cities, but will now also be
available in other big
European cities.
Source: http://www.emerce.nl/nieuws/op-drie-nederlanders-kijkt-vlogs I http://www.emerce.nl/nieuws/nederlandse-virtual-reality-bioscoop-trekt-europa-in I http://www.emerce.nl/nieuws/uitgesteld-kijken-naar-
25-procent-in-2025 I http://www.marketingtribune.nl/media/nieuws/2016/09/nederlandse-bioscopen-koersen-op-recordjaar-van-293-miljoen-euro-omzet/index.xml?utm_source=nb-mt-&utm_medium=email
Vlogs are gaining popularity.
One in three Dutch people
watch at least once per month
a vlog. Within the group of 18-
34 year old, 82% watched a
vlog at least once.
Approximately 15% of vlog-
consumers bought a product
due to watching vlogs.
According to research of ABN
Amro linear TV-watching in
2016 is losing popularity
compared to 2015 (decrease
of 15,1%). At the same time,
postponed TV-watching is
winning popularity. It is
expected that 25% of all TV
content will be consumed non-
linear within the next 10 years.
Just as in 2015, cinema’s are
heading for a new record year.
Looking to trends, the total
turnover is expected to finish
this year on 293 MIO in
comparison with 276 MIO in
2015; an increase of more
than 6%.

60
Top 5 vloggers (YouTube channels) with the most video views
and subscribers.
Rank User Video Views Subscribers Category
1 Kwebbelkop 2,087,994,143 2,830,014 Vlogs
2 EnzoKnol 1,081,890,272 1,454,240 Vlogs
3 Heroes TEAM 628,801,562 982,054 Vlogs
4 NikkieTutorials 463,865,622 6,385,539 Vlogs
5 StukTV 372,415,886 1,351,738 Vlogs
Source: Socialblade, Top 10 YouTubers in The Netherlands by most viewed | 09/02/2017

61
Dutch TV channels, with advertising possibilities (I/II)
STER (Dutch Government)
RTL
RTL/Triade
SBS Broadcasting
Source: retriever.nl, Q3 2016 | Note: As of January 2016 RTL is also responsible for the advertising on the Triade channels.
Note: RTL Lounge, RTL Crime and Telekids are paid (digital) channels
Note: mostly paid (digital) channels

62
Dutch TV channels, with advertising possibilities (II/II)
The Walt Disney Company Benelux
BE VIACOM
Discovery Networks Benelux
FOX International Channels Benelux
56 regional channels
Note: share a channel with Veronica
Source: retriever.nl, Q3 2016

63
NPO channels show growth of almost 4% market share. All other
publishers show slight decrease in market share.
Source: SKO Jan 2014 – 2016 Q3, 02.00-26.00, base: all adults 13+| Note: Full audit channels only.
(From Q3 2016, History and Ziggo Sport are included in RTL/Triade)
0%
10%
20%
30%
40%
NPO RTL/Triade SBS BrandDeli
TV market share
2014 2015 2015 Q3 2016 Q3

64
Besides NPO 1 and NPO 2 many of the main Dutch TV channels
show a decrease in market share in Q3 2016.
Source: SKO 2014 – 2016 Q3, 02.00-26.00 base: all adults 13+ | Note: Full audit channels only.
STER RTL/Triade SBS BrandDeli Disney
0
5
10
15
20
25
30
%
Market share
2014 2015 2015 Q3 2016 Q3
Other

65
All BrandDeli channels increased media spend. NPO 1, RTL Z and
Fox Sports show significant growth
Source: Nielsen, 2015 Q3 and 2016 Q3 | Note: Only gross spend for TV
SBSRTLSTER BrandDeli RTL/Triade Disney
0
50
100
150
200
250
€millions
Gross media spend per channel
Q3 2015 Q3 2016
-21%
+31%
-8%
-33%
+196%+260%

66
0
100
200
300
400
500
January February March April May June July August September October November December
Grossmediaspend(inmillion€)
TV seasonality (based on spend)
2013 2014 2015 2016
TV spend shows a clear seasonality pattern which is very consistent year-on-year with
highest spend levels in spring and fall, with summers relatively quiet. TV vendors use
monthly indices in their rate cards to reflect seasonality influences.
Source: Nielsen, 2013 – 2016 Q3 | Note: Only gross spend for TV.
Total spend 2016 Q3: € 897,320,145.60
Total spend 2015 Q3: € 839,671,727.41
Total spend 2014 Q3: € 757,503,131.48
Total spend 2013 Q3: € 712,900,858.63

67
When looking at individual brands advertising on TV, pharmacy chain
Kruidvat comes out on top. Overall, retail brands dominate the top 10.
No. Brand Category TV gross spend
Q3 2016
1 Kruidvat Retail € 14,561,517
2 Albert Heijn Retail € 12,461,104
3 Nivea FMCG € 10,580,207
4 Jumbo Retail € 9,873,978
5 Plus Retail € 7,867,646
6 Lidl Retail € 7,066,165
7 Vriendenloterij Lottery € 6,624,735
8 Trivago Travel €6,484,331
9 Staatsloterij Lottery € 6,428,151
10 Ziggo Telecom € 6,293,186
Source: Nielsen, 2016 Q3 | Note: Only gross spend for TV.

68
Slight clutter around the mid-segment. Kids and male channels
particularly seem to have a distinct profile, TLC manages to have a
clear female profile.
Source: SKO, 2016 Q3, all day (02:00 – 26:00), base: all adults 13+

69
Two options for non-linear TV viewing:
On TV screen (set-op box with hard disk or hard disk, video or DVD recorder)
Non-linear TV viewing within 6 days of programming is added to the regular TV viewing
ratings.
Online (laptop/tablet)
SKO is planning to start delivering the first online video advertising data (census data) in
2015. Census data will be available for both traditional as well as non-traditional
broadcasters starting in September 2015. The next step will then be to add panel data to
the census data.
40% of non-linear
TV viewing is on
the same day,
28% is watched
the day after the
original broadcast
Source: SPOT TV Annual Report 2014 and 2015
6.1% of total
viewing time is
non-linear via
TV screen
VIDEO ON DEMAND
Non-linear TV-viewing
(broadcast by traditional broadcasters, i.e. RTL, SBS and Ster)
Broadcast via non-traditional broadcasters
(i.e. Netflix, YouTube)
‘Video on demand’ definition clarified

70
Main players – ‘traditional’ non-linear viewing
Hard disk recorder
‘RTL XL’ & ‘Kijk’
A selection of TV content from the RTL/SBS channels. It also includes previews of shows and a selection of
movies and series (mostly paid content). RTL is experimenting with subscription instead of pay-per-view.
Available via laptop, smartphone, tablet and smart TV.
‘Uitzending Gemist’ (NPO)
TV content from all the public TV channels. Free and available via laptop, smartphone, tablet and smart TV.
NLziet (NPO, RTL, SBS)
NLziet is a subscription (€8.- per month) for the three online platforms NPO Plus, RTLXL and Kijk. Subscribers
can watch all content of Dutch TV up until 365 days after broadcasting. No advertising. Available via laptop,
smartphone and tablet.
‘KNIPPR’
KNIPPR offers a fixed, online TV subscription with options to extend with additional channels for €11 per month.

71
Main players – non-traditional
Cinema media owner Pathe developed a platform to watch movies at home (pay-per-movie). Available via laptop,
tablet, smartphone and smart TV.
Netflix entered the Dutch market in September 2013. For €8.- per month users have a basic account and have
unlimited access to movies and series. Next to the basic subscription Netflix also offers a standard (€10.-) and
premium (€12.-) subscription. Available via laptop, tablet, smartphone and smart TV.
YouTube offers mostly user-generated content. The first paid channels have already been introduced. Available
via laptop, tablet, smartphone and smart TV.
Videoland was once the biggest offline movie rental company in the Netherlands. They now offer a lot of on-
demand movies (pay-per-movie). Available via laptop, tablet, smartphone and smart TV. In August 2013 RTL took
over Videoland.

72
Netflix is popular in the Netherlands, but there are alternatives
Netflix alternatives:
- Videoland unlimited
- Mubi
- SundanceNow Doc Club
- Spuul
- Crunchyroll
- Gaiam TV
- Hulu
- HBO
Netflix has an estimated total of 1.3 million
subscribers in the Netherlands at the end of 2015.
However, the global growth of subscribers seems
to stagnate in the first half of 2016. Netflix counts
1.7 MIO new subscribers in 2016 Q2 and
expected 2.2 MIO new subscribers. Moreover,
Netflix has to deal with growing competition.
Source: http://www.nu.nl/internet/4024618/overzicht-zes-beste-netflix-alternatieven.html | http://www.emerce.nl/nieuws/kwartaalcijfers-netflix I http://www.emerce.nl/research/series-en-
films-pushen-online-video

73
The most popular multi tasking activities include e-mailing, checking
social networks and chatting with friends.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Desktop
PC
e-Reader Laptop PC Mobile
phone
Tablet
device
None of
the above
Multi tasking while watching TV
Q4 2015 Q1 2016 Q2 2016 Q3 2016
0%
10%
20%
30%
Multi tasking activities
Q4 2015 Q1 2016 Q2 2016 Q3 2016
Source: GlobalWebIndex, 2015 Q4 – 2016 Q3, Base: Internet users NL16+

74
Gender
Multitasker while watching TV: mostly 16-34 years old, medium
to high income and interested in sport, health/fitness,
film/movies, TV and music
51% 49%
24% 23% 19% 19% 14%
0
50
100
150
0%
25%
50%
% Index
Source: GlobalWebIndex, 2016 Q3, Base Internet Users NL16+ (N= 801), TA: MultiTasker (N=463)
27%
46%
27% Low (Bottom 25% income) (index 91)
Mid (Mid 50% income) (index 103)
High (Top 25% income) (index 113)
Interests
Income
Age
0
50
100
150
0%
10%
20%
30%
40%
50%
60%
70%
% Agree Index

75
YouTube has by far the highest reach of all VoD channels. Since mid
2015 Netflix has higher reach than RTL XL.
Source: GfK DAM, base: 13+, average monthly reach 2015 – 2016 Q3
0%
10%
20%
30%
40%
50%
60%
70%
80%
Jan '15 Feb '15 Mar '15 Apr '15 May '15 Jun '15 Jul '15 Aug '15 Sep '15 Oct '15 Nov '15 Dec '15 Jan '16 Feb '16 Mar '16 Apr '16 Mei '16 Jun '16 Jul '16 Aug '16 Sep '16
Video on Demand – average monthly reach
YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet

76
Netflix has the highest reach in the 13-19 age group. Although
showing a decreasing trend, total reach of linear TV viewing is still
higher compared to non-linear.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Total 13+ 13-19 years 20-34 years 35-49 years 50-64 years 65 years and older
Monthly reach
Netflix RTL XL NPO gemist KIJK.nl
Source: DAM 13+, 13-19, 20-34, 35-49, 50-64, 65+, Jul 2016 – Sep 2016 (average monthly reach) | SKO 13+, 13-19, 20-34, 35-49, 50-64, 65+, Jul 2016 – Sep 2016, all day, average
monthly reach within the period
STER: 94%
RTL: 93%
SBS: 90%
STER: 91%
RTL: 90%
SBS: 88%
STER: 97%
RTL: 95%
SBS: 93%
STER: 99%
RTL: 96%
SBS: 93%
STER: 93%
RTL: 93%
SBS: 89%
STER: 87%
RTL: 87%
SBS: 81%

77
TV viewing on tablet or smartphone is increasing in popularity. Netflix is
the most popular on-demand media service with 31% of the people using
it in 2016 Q3.
18,9%
13,0%
2,9%
21,5%
15,6%
4,6%
21,0%
11,9%
3,4%
27,2%
15,1%
5,6%
31%
11%
4%
0%
5%
10%
15%
20%
25%
30%
35%
Netflix RTL XL Videoland
Which of the following services have you used in the
last month?
2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q3
Source: GfK Trends in Digitale Media (N=1,151) | Source: GWI on-demand media service Q3 2015 – Q3 2016, base: NL 20-49
28%
30%
11%
18%
26%
31%
8%
24%24%
32%
12%
26%
25%
31%
14%
27%
23%
31%
15%
26%
24%
29%
15%
26%
Desktop (PC) Laptop/Netbook Smartphone Tablet
Devices used by people to watch television
Jun 13 Dec 13 Jun 14 Dec 14 Jun 15 Dec 15

78
Professional content most popular. The younger the target audience
the more time is spent on user generated content.
Source: Media:tijd 2015, base: All adults 13+ (N=2,953)
0
5
10
15
20
25
30
35
NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year
Minutesperday
Non-linear content
Non-Linear TV content Other professional content User generated/youtube

79
Catch-up TV has grown significantly. ‘Ik Vertrek’ is the most
watched catch-up TV show in 2016 Q3.
Date Day Programme Channel Viewers
(x1000)
1
3-9-2016 Sat Ik vertrek NPO 1 458
2
15-9-2016 Thu Expeditie robinson 2016 RTL 5 345
3
28-8-2016 Sun Boer zoekt vrouw internationaal NPO 1 341
4
5-9-2016 Mon Dokter tinus SBS 6 298
5
4-9-2016 Sun Heel holland bakt NPO 1 271
6
13-7-2016 Wed Midsomer murders NPO 1 205
7
5-8-2016 Fri OS Openingsceremonie NPO 1 203
8
10-7-2016 Sun Five NPO 2 195
9
25-7-2016 Mon We zijn er bijna NPO 1 175
10
28-7-2016 Thu Vera NPO 1 174
Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 6+, 2016 Q3

80
#locations #cinema halls #seats #visitors Q2
Pathé 25 198 41.739 2.942.753
Kinepolis 9 45 9.047 293.925
VUE 6 41 8.289 390.323
Utopolis 5 34 6.365 215.444
Other 35 156 22.922 1.083.498
Total 79 (56%) 480 (66%) 91.629 (71%) 4.925.943 (81%)
#locations #cinema halls #seats #visitors Q2
VUE/RSB/Other 62 242 37,820 1.155.644
Total 62 (44%) 242 (34%) 37.820 (29%) 1.155.644 (19%)
Source: Jean Mineur & Fox Screen, Q2 2016
Next to main player Jean Mineur, FoxScreen (sister company of CineFox; silent
local advertising) entered in 2015 the market as vendor for national cinema
advertising. With a market share of 81%, Jean Mineur still is the biggest vendor.

81
Number of cinema visitors is increasing in line with the number of
film releases per year
-
100
200
300
400
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
#Cinemas&FilmReleases
Visitorsinmillion
# Visitors (million) # Film releases # Cinemas
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema
Media Owners), annual report 2015

82
In general, an increase of cinema visits is visible in 2015
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
4.500
Visitsin‘000
4-week period
Cinema visits per 4 weeks
2015 2014
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), annual report 2015 | http://foxscreen.nl/

83
0
20
40
60
80
100
120
140
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
4,0
4,5
Mediaspend(in€millions)
Seasonality cinema (spend & visitors)
Average visitors index 2007-2011 2014 2015 2016
Cinema does not have the same seasonality pattern as TV, however generally
there is an increase in spend around December. Cinema vendors use monthly
indices in their rate cards to reflect the seasonality influences.
Source: Nielsen, 2014 - 2016 Q3 | Average seasonality cinema visits Jean Mineur Network 2010-2015 | Only gross spend for cinema

84
The movie ‘Spectre’ was the most popular film in 2015
Title Revenue
(in ‘000)
Visits
(in ‘000)
Spectre € 19,155 2,041
Minions (3D) € 13,143 1,611
Jurassic world (3D) € 9,999 1,007
Star Wars: The Force Awakens (3D) € 9,090 864
Fast & Furious 7 € 8,421 956
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema
Media Owners), annual report 2015

85
Cinema visitors are younger than average. High social class for
both visitor groups.
50% 50%
Profile regular cinema visitor*
Source: NOM Print & Doelgroep Monitor 2015 II – 2016 I, base: total NL 13+ (N= 17.171) | * Regular cinema visitor is defined as someone who visits a cinema at least
once a month, non-regular visitors are people who visit the cinema less than once a month, excluding people who never visit the cinema.
Profile non-regular cinema visitor*
3%
30%
19%
21%
17%
11%
13-14 (index 105) 15-24 (index 201)
25-34 (index (131) 35-49 (index 83)
50-64 (index 71) 65+ (index 57)
Social
class
% Index
A 33% 150
B1 26% 112
B2 22% 107
C 9% 62
D 10% 51
Social
class
% Index
A 27% 125
B1 26% 114
B2 23% 112
C 13% 84
D 11% 56
48% 52%
4%
20%
17%
31%
19%
9%
13-14 (index 154) 15-24 (index 138)
25-34 (index (122) 35-49 (index 123)
50-64 (index 79) 65+ (index 45)

86
For both 2014 and 2015 the age group 6-15 has the highest reach
for cinema
74%
81%
73%
58% 59%
55%
38%
32%
75%
83%
73%
61% 59%
62%
43%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+
Cinema reach
2014 2015
Source: Bioscoopmonitor 2015

88
MCP: Listening
Consumers´ listening patterns are also
rapidly changing. New players such as Spotify have
entered the market and are changing the way
consumers experience music. The availability of music
and radio via multiple devices further impacts how
people experience listening to music and radio.

89
Trends and developments I
22tracks and Vice will intensify their
partnership, with more focus on
marketing and creativity. Both parties
see the benefits because both
brands complement each other.
A deal between TMG and Talpa will
see radio stations SLAM!, Sky
Radio, Radio 538 and Radio
Veronica combined in one radio
company. With 27% market share
this becomes the biggest commercial
radio company in The Netherlands.
The four radio channels 538, Sky
Radio, Veronica and Radio 10 will
together reach approximately 7,1
million people.
In 2015, reach of online radio has
increased to 49 percent. According
to research of MeMo2 commissioned
by Media Exchange and OMS,
listening to online radio (online FM,
digital channels and streaming
services) is more common
nowadays. The average listening
time per day is 2 hours and 31
minutes.
Source: http://www.nu.nl/internet/4093236/spotify-integreert-elektronische-muziek-van-beatport.html | http://nieuws.tmg.nl/tmg-kondigt-strategische-samenwerking-met-talpa-aan-op-
gebied-van-radio-tv-en-ott | http://view.newsletter.538groep.nl

90
Trends and developments II
The current broadcasting licenses of commercial radio for
broadcasting via FM, AM and DAB+ originally expired in 2017,
but are extended until 2022. The government will assign new
licenses by auction, an idea that caused a lot of resistance. By
the extension, minister Kamp meets the needs of radio stations
and the Dutch House of Representatives.
Radio stations who want to broadcast on FM, also have to
broadcast through DAB+. Since 2015 also DAB+ licenses
without FM licenses are sold by the government.
Compared to other European countries, The Netherlands have
the fastest role of digital radio DAB+.
The Media Exchange supports real time buying for advertisers
in radio spots the same way online display advertisements are
bought. The media exchange is an independent trading
platform for real-time programmatic buying of radio spots at
theme stations (e.g. 538 dance department, Sky radio lounge,
etc).
Besides this development, MobPro and Spotify created a
technical link to give advertisers the possibility to buy
advertising space within the Spotify app (on-demand listening).
Advertisers are now able to target on preferences of listeners
and besides display banners, advertisers can now buy audio
spots by programmatic techniques as well.
Source: http://www.themediaexchange.nl/?mc_cid=b905d536f1&mc_eid=5ced93674c I http://www.emerce.nl/nieuws/mobpro-koppelt-spotify-audioreclame

91
Dutch radio stations, with advertising possibilities (I/II)
STER
One Media Sales
Sky Radio Group
Q-Music NL

92
Dutch radio stations, with advertising possibilities (II/II)
E-power advertising
Groot Nieuws Radio
FD Mediagroep
FunX
112 regional stations
22 online stations
Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations

93
Increase in market share for NPO Radio 1, market share of SLAM!
and NPO 3FM is decreasing.
Source: NLO, based on audience of 10+, Note: % is Avg Feb-Sep ‘16 vs Aug-Sep ‘16
0%
5%
10%
15%
Market share (%)
Feb-Mar 2016 Apr-May 2016 Jun-Jul 2016 Aug-Sep 2016
+6% -7%
-13%
+8%

94
Top 3 stations in media spend are Radio538, Q-music and Sky Radio.
Radio 10 shows significant YoY growth in media spend, becoming 4th
in row (instead of NPO 3FM).
0
5
10
15
20
25
30
35
40
45
MediaSpendperStation(inMillions)
2015 Q3 2016 Q3
+61%
-43%
+69% -79% -65%
+104%
Source: Nielsen, 2015 Q3 – 2016 Q3
Gross spend for radio only.

95
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
90.000
100.000
GrossmediaspendX1000
2013 2014 2015 2016
Although the spend levels for radio differ over the years, there seems to be a clear seasonality trend. From January to June spending
slowly raises. After a dip in the summer period, it increases rapidly to an maximum in Q4 (due to multiple top-lists and Christmas
actions at the end of the year). Some Radio vendors uses monthly indices to reflect the seasonality influences in their rate card.
Seasonality spend influences for radio
Source: Nielsen, 2013 - 2016 Q3
Total spend 2016 Q3: € 176,736,246
Total spend 2015 Q3: € 160,654,336
Total spend 2014 Q3: € 154,040,268
Total spend 2013 Q3: € 154,703,696

96
When looking at individual brand level in radio spend, the
automotive, retail and telecom sectors are represented well.
Brand Category Radio gross spend in Q3 2016
1 Renault Automotive €4,359,306
2 Kruidvat Retail €3,798,860
3 Lidl Retail €3,384,576
4 Ziggo Telecom €2,966,369
5 Volkswagen Automotive €2,709,286
6 Opel Automotive €2,566,103
7 Rabobank Finance €2,517,422
8 Vodafone Telecom €2,141,150
9 Albert Heijn Retail €2,018,529
10 Skoda Automotive €1,988,362
Source: Nielsen, Q3 2016

97
For the older audience there is some clutter, mostly among the
public radio stations. A young and more female station is missing in
the radio landscape.
Source: NLO, 2016 (Jun-Aug), based on 10+
Young
Male
Old
*Radio Veronica:
‘oldies’ (music more
than 5 years old)
*BNR Nieuws
Radio: News
*SLAM!:
Dance and new
hits
*Sublime FM:
Jazz, soul, latin and
lounge
*100% NL:
Dutch
Female

98
Desktop and laptop getting less popular for radio usage. TV is the
most popular for digital listening.
0%
5%
10%
15%
20%
25%
30%
35%
June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15 Dec'15
%Agreetolistenviadevice
Digital radio listening*
Desktop Laptop Smartphone Tablet Television** Streaming- network audioplayer
Source: Trends in Digital Media 2015, GfK Intomart, December 2015, base: online population 13+ (N=1,151) *Claims to listen radio via device **Television was previously
reported as SettopBox. Since the December 2015 publication it’s categorized under television.

99
Most time spend on online radio via TV, followed by desktop and streaming.
Radio station apps are getting popular, although Spotify is way ahead.
52
91
36
43
23
13
0
50
100
150
200
250
300
Average minutes per week
Desktop
TV
Laptop
Streaming-/network player
Smartphone
Tablet
0% 5% 10% 15% 20% 25%
Spotify
Radio 538
NPO 3FM
Q-music
Nederland.fm
NPO radio 2
NPO radio 1
Sky Radio
100%NL
Radio Veronica
Radio 10
Radio Apps (downloaded)
Tablet (n=718)
Smartphone (n=931)
Source: Trends in Digital Media, GfK Intomart, December 2015, base: All (n=1.151) Source: Trends in Digital Media, GfK Intomart, December 2015, base: owners of tablet and/or
smartphone

100
Streaming music
Application-based music
streaming service. 6,8 million
free users 40% of the Dutch
users are paying for the
streaming provider. Part of the
paid versions are offered
through agreements with KPN
and T-mobile.
Avg monthly reach Q3 2016
21,4%
An audio platform that enables
sound creators to upload,
record, promote and share
their originally-created sounds.
3,2%
Web-based music streaming
service. Also available on
smartphone (partner with
telecom provider T-Mobile).
Spot advertising within playlist
possible.
1,5%
Music application (mobile
phone, tablet, pc) owned by
Apple. Direct competitor of
Spotify and Deezer.
0,2%
Source: Spotify | DAM Q3 2016 (TA 13+ N=1,091), Average monthly reach all platforms | Device ownership Spotify - Trends in Digital Media, GfK Intomart, Dec 2014, base:
online population 13+ who own a tablet and/or smartphone AND have al least one app

102
MCP: Reading
Reading is slowly shifting from paper to (online) screens. More and more people are reading
newspapers on their tablet or mobile phone. Increasingly, news content is being accessed
via free news sites or apps. These new possibilities to get news and read magazines are
dramatically changing the experience of reading.

103
Media development: pay-per-article/micropayments
Blendle (alternatives: Maggy, Elinea) is a micropayment platform for quality content. Subscribers can top
up their Blendle wallet and are then only one click away from buying articles from various newspapers and
magazines. After steadily expanding in its Dutch home market since its launch in 2014, the platform has
now also been launched in Germany (2015) and is in a beta trial phase in the US (2016).
As part of its international expansion plan, Blendle has
expanded its portfolio by adding international newspaper
titles such as The New York Times, The Wall Street Journal
and The Washington Post, as well as Times Inc magazines,
amongst others.

104
Trends & developments I – Online content distribution
.
Source: http://www.bladendokter.nl/medium-biedt-uitgevers-platform-en-paywall-aan I http://nederlandsmedianieuws.nl/media-nieuws/Startup-Maggy-lanceert-vernieuwde-
tijdschriften-app.html/ I http://www.adformatie.nl/nieuws/blendle-neemt-paper-over-van-de-persgroep-nederland
Maggy launches new magazine app.
Subscribers pay per month and have
an unlimited access to articles.
Maggy suggests new articles to
subscriber based on read articles
and preferences.
Medium offers print publishers a
platform, advertising possibilities,
paywalls and support distribution.
Medium aims to provide solutions for
the many challenges that publishers
have nowadays (ad blockers,
decreasing reach and interest for
advertising) and hereby competes
with popular content platforms such
as WordPress.
Blendle takes over online magazine
‘Paper’ from Persgroep Nederland.
Paper selects the best articles from
national and regional newspapers.
Regarding Alexander Klopping (CEO
Blendle) are Blendle and Paper a
very good match, looking to content
and target group.

105
RTL Z launches Z-Magazine. A brand new online magazine concept that targets ambitious
business people between 25-65 years old. Besides editorial content Z-Magazine will work
together with business partners.
Adventurer and TV presenter Freek Vonk launches his own animal and adventure magazine for
children from 7 years and older. Blink researched the media behavior of the young target group
that has grown up in the digital century which shows that this group is also still very interested
in reading magazines. The circulation of Wild van Freek is around 45.000 copies per month.
Mix Media B.V. launches its new food magazine, named Lekker Gezond. The content of this
magazine consists of diets, recipes and everything about healthy food. The circulation of the
magazine is about 70.000 copies every quarter.
Trends & developments – II
.
De Persgroep Nederland launches ADR
Nieuwsmedia which includes AD together
with all regional newspapers of De
Persgroep. This makes it the largest news
organization in The Netherlands with one
national newspaper, seven regional titles
and 57 regional editions.
Source: https://www.retriever.nl/medianieuws/de-persgroep-nederland-lanceert-adr-nieuwsmedia/ Ihttp://fonkonline.nl/artikelen/media/rtl-z-lanceert-online-maandblad-magazine-z-37260.html I
https://www.retriever.nl/medianieuws/kindertijdschrift-wild-van-freek/ I https://www.retriever.nl/medianieuws/lekker-gezond/
New magazine titles

106
Newspapers print circulation dominated by national newspapers
1.475
1.163
407
-
200
400
600
800
1.000
1.200
1.400
1.600
2015 Q4 - 2016 Q3
Moving year average circulation figures (in ‘000s)
National newspapers Regional newspapers Free sheets
Source: NOM, 2015 Q4 – 2016 Q3 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)

107
Top 10 ranking Title Newspaper type Total annual paid circulation
Q4 2015 – Q3 2016
Total annual circulation
Q4 2015 – Q3 2016
1 De Telegraaf National 390,655 439,001
2 Metro Free sheets 0 406,527
3 AD National 322,943 373,478
4 de Volkskrant National 219,264 261,741
5
NRC Handelsblad
National
136,765 146,389
6 Trouw National 89,023 107,593
7 Het Financieele Dagblad National 46,509 48,901
8 Reformatorisch Dagblad National 42,913 44,762
9 NRC.Next National 26,484 31,201
10 Nederlands Dagblad National 21,366 22,228
De Telegraaf is leading the pack in terms of circulation.
Source: NOM, Q4 2015 – Q3 2016 annual moving average circulation figures for newspapers.
Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.

108Source: NOM Print & Doelgroep Monitor 2015-II 2016-I, base: total NL 13+ (N=17,151)
National papers Telegraaf and AD are leading in terms of reach.
Four strong regional titles are represented in the top 10.
Top 10 newspapers
in terms of audience reach
Publication type
Average issue reach amongst
NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
De Telegraaf National 1.352,8 9,5
AD National 1.342,4 9,4
Metro National 1.055,8 7,4
De Volkskrant National 740,1 5,2
De Gelderlander Regional 372,0 2.6
NRC Handelsblad National 356,1 2.5
Trouw National 316,2 2,2
AD Rotterdams Dagblad Regional 309,8 2,2
Brabants Dagblad Regional 293,3 2,1
Dagblad van het Noorden Regional 282,0 2,0

109
Online reach of news site Nu.nl is bigger than websites of
traditional print papers
No. Top 10 online News
brands
Reach (monthly)
(%)
Reach (monthly)
(‘000)
# Visits (monthly) (‘000) Avg (monthly) visit
frequency
1 NU 34 4.839 43.186 8,9
2 AD 31,5 4.484 37.440 8,3
3 NOS 28 3.992 24.517 6,1
4 Telegraaf 28 3.986 38.683 9,7
5 RTL Nieuws 16,3 2.316 7.116 3,1
6 Volkskrant 10,6 1.504 5.353 3,6
7 NRC 8,7 1.243 2.654 2,1
8 Metro 7,3 1.036 2.788 2,7
9 Drimble 7 1.003 1.934 1,9
10 Omroep Brabant 6,2 889 3.281 3,7
Source: DAM, base: 13+, average monthly reach Q3 2016 all platforms

110
0
20
40
60
80
100
120
140
Newspapers
Grossspend(inMillions)
2013 2014 2015 2016
Newspaper spend levels dip slightly during the summer and rise
around Christmas. 2016 spend levels are significantly lower
compared to previous years.
Source: Nielsen, 2013 -2016 Q3
Gross spend for newspaper advertising only.
Total spend 2016 Q3: € 257,381,610
Total spend 2015 Q3: € 259,554,661
Total spend 2014 Q3: € 254,607,646
Total spend 2013 Q3: € 174,370,278

111
No. Brand Category Newspapers gross spend in Q3 2016
1 Koopjedeal.nl Media €7,116,220
2 Kras Reizen Travel €6,600,536
3 Corendon Travel €5,187,229
4 NRC* Media €4,202,283
5 Stip Reizen Travel €4,004,685
6 Molenaar Health €3,280,191
7 Stella Cycling €3,213,190
8 Lidl Retail €2.890.936
9 Familieberichtenonline Media €2,622,443
10 Woonsquare Home and living €2,467,045
Travel brands are well represented in top 10 brands based on media
spend for newspapers.
Source: Nielsen, 2016 Q3
Gross spend for newspapers only.
*NRC brand consists of all media of NRC. Most ads are for their own newspapers

112
Telegraaf and Brabant Combinatie advertising revenue drops
significantly. Most growth in media spend for Trouw and NRC.Next.
0
10
20
30
40
50
60
70
Mediaspend(inmillions)
2015 Q3 2016 Q3
-38%
+32%
+57%
-24%
-77%
+15%
-43%
Gross spend for newspapers only.
-38%

113
The growth of the digital use of newspapers has stagnated over the
last year across all platforms.
38%
20% 20%
36%
21%
23%
35%
22%
24%
39%
27%
28%
36%
27% 27%
Pc/Laptop Mobile Tablet
NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II NPDM 2015 I - 2015 II NPDM 2015 II - 2016 I
Source: NPDM releases: 2013 I – 2016 I, base: total NL 13+
Digital use of newspapers

114
Family, culinary and women’s magazines have highest
circulation figures
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Family Culinary
mags (incl
sponsored)
Women's TV listings Newspaper
magazines
Home
decoration,
gardening
& DIY
Special
interest
Mind &
body
Kids &
youth
Popular
Science
Travel Other
Moving year average total circulation (in ‘000s)
Source: NOM, Q4 2015 – Q3 2016 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).

115
High circulation numbers for sponsored magazines. Kampioen has
the highest total circulation in Q4 2015 – Q3 2016.
Top 10 magazines in
terms of circulation
figures
Title Magazine type Total paid circulation
Q2 2015 – Q1 2016
Total circulation
Q2 2015 – Q1 2016
1 Kampioen Family
3.428.863 3.428.863
2 Allerhande Culinary sponsored
0 2.053.910
3 Boodschappen Culinary sponsored
0 1.939.970
4 Eigen Huis magazine
Home decoration,
gardening & DIY 740.781 740.781
5 Vrouw Women’s
0 537.001
6 Vrij Newspaper mags
0 525.748
7 Zorgbelang Special Interest
0 496.941
8 AD Magazine Newspaper mags
0 417.472
9 Het Volkskrant Magazine Newspaper mags
0 353.571
10 Veronica Magazine TV magazine
327.395 328.814
Source: NOM, Q4 2015 – Q3 2016 annual moving average circulation figures for magazines

116Source: NOM Print & Doelgroep Monitor 2015-II 2016-I, base: total NL 13+ (N=17,151)
Family and women’s titles have highest reach
Top 10 magazine titles
in terms of audience reach
Publication type
Average issue reach amongst
NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
Kampioen Family 4.830 33,9
Allerhande Sponsored 4.240 29,8
Libelle Women’s 1.686 11,8
Donald Duck Kids 1.352 9,5
Vrouw Women’s 1.153 8,1
LINDA. Women’s 1.140 8,0
Veronica Magazine TV listings 1.082 7,6
Margriet Women’s 1.057 7,4
Privé Celebrity 1.051 7,4
Quest Science 931 6,5

117
0
10
20
30
40
50
January February March April May June July August September Oktober November December
Magazines
grossmediaspendinmillions
2013 2014 2015 2016
There is a strong seasonality pattern for magazines. It shows highest
spend levels in spring, fall and during the Christmas season.
Gross spend for consumer magazines only.
Total spend 2016 Q3: € 74.725.124
Total spend 2015 Q3: € 77.487.513
Total spend 2014 Q3: € 82.850.949
Total spend 2013 Q3: € 90.320.817

118
No. Brand Category Gross spend in Q3 2016
1 Dove FMCG €1,692,305
2 Hollands Nieuwe Telecom €1,314,977
3 Albert Heijn Retail €1,287,697
4 Elsevier Media €1,092,628
5 Cookloveshare.nl Media €1,056,133
6 Voordeeluitjes Travel €995,690
7 ANWB Service €805,708
8 Calve FMCG €735,685
9 Sun FMCG €720,778
10 Unox FMCG €716,092
When looking at an individual brand level in magazine spend,
Dove comes out on top.

119
Allerhande has the highest amount of media spend. Increase for
women magazines Libelle, Margriet and Linda.
0
1
2
3
4
5
6
7
8
9
10
Mediaspend(inmillions)
2015 Q3 2016 Q3
+13%
-22%
+21%
-32% +36%
+20%
-22%

120
Wegener media is number one door-to-door paper with 43,8%, which
is more than 3 times bigger than Holland media combination.
29%
90%
80% 83%
73%
51%
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% Total reach doordrops
Total Reach %
# Title Reach %
1 Wegener Media 43,8%
2 Holland media combinatie 14,5%
3 Totaal Zuid Holland 9,9%
4 A&C Media 8,2%
5 NDC mediagroep 7,6%
Source: NOM folder monitor 2016 | NOM Huis-aan-huis bladen monitor 2014
Top 5 Door-to-door papers
All door-to-door
papers have a
total reach of
61,8% in The
Netherlands

122
MCP: Communicating
Human beings are a social species, with communication taking place throughout the day.
Face-to-face interaction won´t disappear anytime yet but the younger generations don’t
differentiate so much anymore between online/offline communications. The social
experience around communication is changing as communicating via Facebook Messenger,
WhatsApp, Snapchat and the like is getting more and more accepted.

124
Most brands are posting daily on
Instagram. The gap between posting on
Facebook and Instagram is getting
bigger. Advertising on Facebook is
decreasing. Brands post on average 10
posts a week. 78.4% of the are posting
daily content on Instagram. This
percentage is 64.7% for Facebook.
Whatsapp is now the biggest social
media platform in 2016. It is the most
popular social media tool with 9.8
million Dutch people using it and where
7 million people use it daily. LinkedIn,
Twitter and Google+ show decreasing
daily use and YouTube and Facebook
show small increase in daily use.
Source: | http://nos.nl/artikel/2110855-microsoft-koopt-linkedin-voor-26-miljard-dollar.html | http://www.emerce.nl/research/meeste-merken-posten-dagelijks-op-instagram |
http://www.emerce.nl/research/whatsapp-grootste-social-media-platform-in-2016
Microsoft pays $26.2 billion for
LinkedIn, a deal which represents 60
dollar per user. LinkedIn continues to
exist as a brand. Microsoft will have
access to information about hundreds
of millions of people which will be used
in the form of new subscriptions and
(more personalized) advertising with
the idea to push sales of office
software.

125
Trends and developments – II
Source: http://www.emerce.nl/nieuws/facebook-q2 | http://www.emerce.nl/nieuws/youtube-begint-livestreaming | https://www.buzzfeed.com/mathonan/instagram-adds-disapearing-stories-to-
encourage-more-casual?utm_term=.hy9xerpMqy#.fwNn7Me0zA
YouTube is working on a livestream app
called YouTube Connect. This must be a
competitor of Twitters’ Periscope and
Facebook Live. YouTube Connect is
going to be an app that not only shares
videos with friends, but also posts them
on channels on YouTube itself.
Instagram adds disappearing stories
to encourage more casual posts.
The new feature will let people post
pictures and videos that disappear
after 24 hours, and never appear in
the main Instagram feed. The
company is hoping that Stories will
encourage people to share more
pictures and video by making that
media feel less permanent and
consequential.
Despite of the popularity of social
media channels as Instagram and
Snapchat, Facebook is still growing in
popularity and reach. Last quarter, the
American social media platform
counted 1,71 billion active users. The
stocks of Facebook also increased with
7% and the annual turnover amounted
6.44 billion dollars.

126
0%
10%
20%
30%
40%
50%
60%
Total 16-24 25-34 35-44 45-54 55-64
Using services such as AdBlock in the past month
Q2 2015 (n=751) Q3 2015 (n=791) Q4- 2015 (n=752) Q1 2016 (n=801) Q2 2016 (n=430) Q3 2016 (n=754)
Source: GlobalWebIndex, Q2 2015 – Q3 2016, Base Internet Users NL16+
In Q3 2016, there is
uplift in AdBlock use in
random age groups.
Strongest decrease in
oldest age group.

127Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
Facebook seems to have plateaued at very high level of usage.
YouTube is a (stable) second network and claimed usage of Google+
is increasing significantly.
Social media usage
In Europe,
Facebook has the
highest mobile
penetration in The
Netherlands
(89.3%)

128
Facebook and YouTube are most used platforms in 2015
Main platforms:
2.8 million
Dutch
people use
Twitter, 1
million use
it daily
3.8 million
Dutch
people use
LinkedIn,
0.4 million
use it daily
3.9 million
Dutch
people use
Google+,
1.3 million
use it daily
6.8 million
Dutch
people use
Youtube,
1.2 million
use it daily
9.4 million
Dutch
people use
Facebook,
6.6 million
use it daily
Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
0.1 million
Dutch
people
use
WeChat,
28.0000
use it
daily
1.6 million
Dutch
people
use
Pinterest,
261.000
use it
daily
1.8 million
Dutch
people
use
Instagram,
722.000
use it daily
0.1 million
Dutch
people use
Foursquar
e, 31.000
use it daily
0.3 million
Dutch
people
use
Tumblr,
125.000
use it daily
0.8 million
Dutch
people
use
Snapchat,
320.000
use it
daily
Upcoming
platforms:

129
In Q3 2016 Snapchat was mainly reaching age group 13-34. Also
Tumblr and Instagram are less popular among older age groups
compared to other social network platforms.
10% 9% 6%
14% 10% 9%
36%
27%
24% 25% 28%
30%
28%
17%
34%
31%
27% 29% 31%
29%
28%
29%
20%
19%
24%
26% 26%
20%
24%
29%
8%
16%
14% 11% 10% 8% 10%
17%
2%
FACEBOOK TW ITTER LINKEDIN INSTAGRAM PINTEREST GOOGLE+ SNAPCHAT TUMBLR
AGE DISTRIBUTION OF SOCIAL NETWORKING SITES IN NL
13-19
20-34
35-49
50-64
65+
Source: GfK DAM, base: 13+, Q3 2016 (all platforms)

130
Facebook account ownership grows mainly in older age groups. All
users are becoming more actively engaged.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2013 2014 2015 2015 Q4 - 2016 Q3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Active users monthly
2013 2014 2015 2015 Q4 - 2016 Q3
Source: GlobalWebIndex, 2013 – 2016 Q3, Base Internet Users NL16+,

131
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2013 2014 2015 2015 Q4 - 2016 Q3
Ownership and activity is slightly increasing for Twitter in 2016
compared to 2015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2015 Q4 - 2016 Q3

132
Account ownership of Instagram is increasing and is particularly high
for the younger age groups. Activity is increasing across all age groups.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2013 2014 2015 2015 Q4 - 2016 Q3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2015 Q4 - 2016 Q3

133
Account ownership and active usage for YouTube is increasing fast
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2013 2014 2015 2015 Q4 - 2016 Q3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2015 Q4 - 2016 Q3

134
Social Media in The Netherlands: privacy concerns are still an issue
66% is
worried
about their
data being
sold
59% is
worried
about their
data in
general
58% doesn’t
know if they
can trust
social media
13% has
a lot of
trust in
social
media
Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+

135
Worries about privacy have increased among users. Especially the
older age groups are worried.
44%
48%
0% 10% 20% 30% 40% 50% 60%
Worried
Worries about privacy in The Netherlands
2016 2015
Source: Ruigrok NetPanel, Whats happening online 2016, 18+ n=1,239
26%
38%
51% 52%
42% 42%
35% 34%
28%
17%
12% 12%
3% 3%
1% 2%
0%
10%
20%
30%
40%
50%
60%
Digital teenagers Millennials Generation X Babyboomers
Worried about privacy
Worried Neutral Not worried Don't know

137
E-commerce is growing with
16.5% this year. The Dutch
online shopper is expected to
spend €811 per person, which
is an increase of €26.64
compared to 2015.
More and more consumers are
using their smartphone for
online purchases although they
still prefer to pay via the
website provider. Especially in
age group 30-49 smartphones
are used for online shopping. In
February, 46% of the
consumers have used their
phone to make a purchase
online.
Advertising in messenger apps is
a big opportunity for marketers
since people are spending lots of
time on their smartphone and
especially on messenger apps.
Facebook decided to start with
advertising within WhatsApp. In-
app advertising is possible
through banners or text ads.
Users of WhatsApp who accept
the legal terms give Facebook
the opportunity to use the mobile
number for advertising targeting.
E-commerce
Source: http://www.marketingonline.nl/nieuws/e-commerce-groeit-dit-jaar-met-165 | http://www.emerce.nl/wire/online-shoppen-smartphone-steeds-populairder | http://www.emerce.nl/achtergrond/de-opmars-
van-adverteren-in-messenger-apps-de-nieuwe-goudmijn-voor-adverteerders | http://www.emerce.nl/nieuws/sanoma-gaat-minder-reclame-tonen
Shopping on mobile
Advertising in
messenger apps
Visibility online
advertising
Sanoma will decrease its
amount of advertisements on
linked websites to improve
visibility. Ads will only be
loaded if they can be shown,
which guarantees served ads.
The optimization involves a
decrease of shown
advertisements of 20-25%.

138
Trends and developments – II
Websites are struggling with ad
blockers. The number of people
who are installing ad blockers on
desktop, tablet and phones is
growing. Right now, 4,9% of all
Internet users around the world are
not seeing advertisements. In The
Netherlands, this number is much
higher (26%). For websites this is
perceived to be a big problem as it
decreases the value of online ads.
Half of the Dutch population
considers to install ad blockers.
People have a positive attitude
towards advertising in general, but
are annoyed by online ads. The
use of ad blockers is highest on
laptops and desktops. However,
the intention to install ad blockers
is highest for smartphones.
The European cookie law, that
needed to protect internet users,
doesn’t achieve the intended
results. It’s the most important
statement of the research of
Actal. Users click away the cookie
mention without realizing the
results of it. Instead the law only
irritates and leads to pressure.
Source: http://nos.nl/artikel/2056954-websites-worstelen-steeds-meer-met-adblockers.html | http://www.adformatie.nl/nieuws/onderzoek-adformatie-helft-nederlanders-wil-aan-de-adblocker
http://www.emerce.nl/nieuws/een-op-de-tien-volwassen-computerbruikers-heeft-adblocker I https://www.cloutoday.nl/actueel-marketing-insight-nieuws/3056-cookiebepaling-telecommunicatiewet-niet-
effectief I http://www.emerce.nl/nieuws/adblock-plus-gaat-zelf-advertenties-verkopen
The popular ad-blocker website
AdBlock Plus will give
advertisers the opportunity to
serve relevant and good ads.
Advertisers and publishers can
be on a ‘white list’ by paying a
lot of money. Also, the ads itself
need to be not irritating for
users as well.

139
DMA Institute is an innovative and leading international digital media auditing and quality assurance service.
Empowering digital leaders and global organizations in “Assessing The True Value Of Digital Media’’.
With DMA you can measure the time for which the ads have been visible, which audience has seen the ad and
which sites and placements provided conversions for the brand.
Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren

140
According to Integral Ad Science the viewability of ads still is a problem, but
thanks to DMA Starcom is able to optimize viewability.
Viewability* comparison
45%
47% 47%
44% 43%
45%
52%
58%
61%
66%
62%
66% 67%
60%
40%
45%
50%
55%
60%
65%
70%
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016
Integral Ad Science Starcom NL
Viewability* stats 3 most used formats
64%
59%
59%
61%
59%
69%
73%
53%
59%
64%
71%
66%
44%
41%
43%
54%
48%
43%
42%
49%
58%
55%
57%
64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q2 2015 Q3 2015 Q4 2015 Q1 2016
Leaderboard Starcom NL Medium Rectangle Starcom NL Skyscraper Starcom NL
Leaderboard IAS Medium Rectangle IAS Skyscraper IAS
Source: Integral-Ad-Science reports Q1 2016; DMA viewability Benchmark stats Starcom NL; *Viewability as IAB standard: 50% of ad more than one second in view

141
Programmatic Update: Google DoubleClick Bid Manager (DBM)
Cross-environment reporting
shows the effectiveness of
advertising campaigns across all
environments (apps, browsers
and different devices). The
metric links together cookies,
web ID’s and anonymized
google sign-ins to identify a user
and determine the path taken,
from seeing an ad to conversion,
across different environments.
Active View, Google’s
viewability measurement
solution is now available for
YouTube in-stream ads.
Using custom affinity
segments it becomes
possible to target audiences
based on the media they
consume (offline and online)
or based on the products or
services they might be
interested in.
Cross-environment
conversion tracking
Active View
Custom affinity
Segments
It will soon be possible to run
programmatic deals on all
inventory, regardless of the
publisher’s ad server, using
Tag Guarantees deals directly.
This will allow to run
reservation campaigns
together with programmatic
buys and hence gather media
buying in one place.
Tag Guarantees
Source: VIVAKI Programmatic

142
Digital ad formats (I/II) - Standard IAB
Source:http://nextday.media/producten/
Half-page ad
300x600
Full banner 468x60
Leaderboard 728x90
Billboard 970x250
Large rectangle
336x280
Medium rectangle
300x250
Wide
Skyscraper
160x600
Skyscraper
120x600

143
Digital ad formats (II/II)
Multiple companies collaborated with IAB in a agency working group to create detailed specifications for the units
to run across screens and operating systems, as well as the mobile web and apps.
Source: IAB http://www.iab.com/guidelines/mobile-rising-stars-ad-units/

144
42%
14%
18%
38%
44%
15%
18%
38%
46%
17%
20%
41%
49%
19%
23%
43%44%
16%
20%
40%39%
14%
17%
37%
Social Networks Buying/selling Streaming video Searching for info
2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I 2015 I - 2015 II 2015 II - 2016 I
Up until 2015 all online activities have shown an increase in usage.
However, a decline is visible for 2015 II – 2016 I.
Online activities done ‘often’ – across time
Source: NPM 2013-I 2013-II to NPM 2015-II 2016-I

145
Most activity on PC/Laptop. Most activities similar across platforms,
only small differences in ranking.
37
40
41
42
47
48
49
57
58
60
Searched for a product or service
you want to buy
Used a map or directions service /
app
Used an internet banking service
Visited a news website / app /
service
Used a webmail service to access,
read or send emails
Uploaded / shared a photo
Used a chat or instant messaging
service / app
Checked the weather online
Visited / used a search engine
Visited / used a social network
Top 10 - Mobile
51
51
57
64
66
67
68
70
72
83
app
Watched a video clip or visited a
video-sharing site
service
Purchased a product online
read or send emails
you want to buy
Top 10 - PC / Laptop
12
12
13
13
15
16
18
19
20
25
Played an online game
app
Watched a video clip or visited a
video-sharing site
you want to buy
service
read or send emails
Top 10 - Tablet
Source: GlobalWebIndex, 2016 Q3, Base Internet Users NL16+ (N= 801), Have done in the past month

146
Online population is slightly more male, but on a global level Dutch
women spend more time online than in most other countries. Internet
penetration amongst 65+ and lower educated is steadily rising.
Internet penetration NL 2011 2012 2013 2014 2015 Index (15/11)
Male 90.1% 91.1% 92.2% 93.1% 93.4% 104
Female 84.4% 86.7% 88.1% 88.3% 90.7% 107
13-17 years old 100.0% 99.6% 98.9% 98.9% 99.2% 99
18-24 years old 99.4% 97.6% 99.5% 98.9% 89.8% 99
25-34 years old 98.2% 98.0% 98.8% 99.4% 99% 101
35-49 years old 95.3% 97.8% 98.1% 97.6% 97.9% 103
50-64 years old 86.9% 90.0% 92.1% 91.8% 94.5% 109
65+ 55.0% 57.9% 61.2% 66.4% 71% 129
Low education 62.7% 66.3% 70.5% 70.5% 74.4% 119
Medium education 90.6% 92.5% 93.3% 93.9% 95% 105
High education 96.7% 97.4% 97.7% 98.2% 98% 101
Source: Media Standard Survey 2015 (N= 5,100)

147
Most people (76%) have online access at home on a daily basis. Overall
online access for mobile phone is increasing.
0%
25%
50%
75%
100%
Online access in %
2013 I - 2013 II 2013 II - 2014 I
2014 I - 2014 II 2014 II - 2015 I
2015 I - 2015 II 2015 II - 2016 I
76%
8% 5% 2% 0% 0% 0% 2% 1% 5%
(Almost)
daily
4-5 days
a wk
2-3 days
a wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No
access at
home
Online access - At home
10%
22%
11%
4% 1% 0% 1% 3% 1%
47%
(Almost)
daily
4-5 days a
wk
2-3 days a
wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No access
at work
Online access - At work
Source: NPM 2015-II 2016-I, base: total NL 13+Source: NPM 2013 I – 2013 II to NPM 2015 II – 2016 I

148
Online shopping keeps growing in revenue. 2015 showed a 17%
increase compared to 2014. In Q1 2016, Food and Near Food have
increased in revenue.
8.200
9.000
9.800
10.600
13.730
16.090
6
7
8
9
10
11
12
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
18.000
€billions
Online home shopping spend People buying online
+10%
+9%
+8%
+30%
+17%
Top 5 branches with highest increase in online
spend in Q1 2016
26%
26%
26%
47%
57%
Telecom
Toys
Domestic Electronics
Shoes & Personal Lifestyle
Food & Near Food
Online
Source: Thuiswinkel Marktmonitor 2010 - Q1 2016
Online spends Q1 2016: 4.89 billion

150
MCP: On the Go
On average people spend one hour On the Go (on weekdays). Time spent On the Go is stable
over the years although the moments that brands can get in contact with consumers while they
are On the Go are increasing. This is mostly due to increased smartphone and mobile
internet penetration, but also due to new and innovative digital OOH media solutions.
Time spent On the Go is changing rapidly from a relatively boring ´getting from A to B´ chore to
an enriched travel experience.

151
Trends and developments I
Exterion Media is expanding its
collaboration within the province of
Gelderland. Besides Exterion expanded
their digital offer in the Amsterdam
Central station to 33 digital screens.
At the same time Exterion is punished
for the RET (Rotterdam) deal earlier
this year. The RET gave the advertising
rights to Exterion without any serious
competition from other companies.
Source: http://www.exterionmedia.com/nl/over-ons/nieuws/exterion-media-verstevigt-haar-concessieposities-en-breidt-verder-digitaal-uit/ I http://www.exterionmedia.com/nl/over-ons/nieuws/exterion-media-trapt-
just-dooh-it-af/ I http://www.clearchannel.nl/nl/Nieuws/Laatste-nieuws/Clear-Channel-vergroot-bereik-en-landelijke-dekking-door-winst-concessie-Zwolle#.WF0lhE1TGTM I
http://www.clearchannel.nl/nl/Nieuws/Laatste-nieuws/Clear-Channel-wint-aanbesteding-Oegstgeest-en-voltooit-plaatsing-Abri's#.WF0lsk1TGTM
On August 8th Exterion launched the
new “Just DOOH it” campaign to
challenge creative agencies getting the
most of Digital Out Of Home by taking
part in two popular events: the gaypride
and the Olympic Games. The submitted
video’s were broadcasted on the whole
digital network of 500 digital screens.
Clear Channel expands its OOH
nationwide coverage by winning
concessions in Zwolle and Zuid-Holland.

152
Factsheet Outdoor II
Company Objects
JCDecaux Ad shells/6s, billboards, odd-sized objects, trams
ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations, posters and screens in shopping centres
Clear Channel Hillenaar Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations
Interbest Masts near highways
Centercom Posters in supermarkets
MMD Media Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs,
petrol stations, billboards
OOHA Media Masts, LED masts
Schiphol Media Big variety of media at Schiphol Airport Amsterdam
OV Media & Triple Media Buses, A3 posters in buses
Altermedia A3 posters indoor (cafes, bars, cinemas), taxis, sampling, car2go/cargohopper
Boomerang Media Freecards
Centercom Buitenreclame A0 posters
Beyond Media Digital masts
Source: VivaKi, December 2015

153
Radio by far the most popular On the Go, and almost has the
same level as time spend at home.
1:06
1:01
2:17
0:060:18
0:01
0:04
0:14
0:01
0:14
0:05
Average time spend per day in minutes
Radio
TV linear
TV non-linear
Magazine
Newspaper
Social Media
Source: Media:Tijd 2015, base: All adults 13+ (N=2,818)

154
0%
10%
20%
30%
40%
Share of gross media spend OOH
2013 2014 2015 2015 Q3 2016 Q3
Others
Outdoor market in spend dominated by 4 main players: JCDecaux,
ExterionMedia, Clear Channel and Interbest. Exterion Media shows a
slight increase YoY increase in Q3 2016.
Source: Nielsen, 2013 – 2016 Q3
Gross spend for out of home only.

155
Total reach per vendor (based on all sides). Age group 20-34 has the highest
reach. For shelters Exterion, JCDecaux and Clear Channel don’t differ much in
reach. For billboards, JCDecaux has the highest reach.
Source: BRO, June 2016, database version CAFAS 21.1 | Reach is based on total sights per vendor available in CAFAS.
69%
78% 78%
68% 64%
60%
66%
73% 75%
68%
62%
57%
74%
80% 82%
75%
70%
64%
26% 27% 28% 27% 25% 23%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Shelters
Exterion (5,858 sides)
JCDecaux (9,021 sides)
Clear Channel (8.140 sides)
MMD (654 sides)
29% 30% 31% 30% 28% 25%
60% 62% 64% 61%
57%
52%
41%
45% 47%
41% 39%
35%
14% 15% 16% 14% 13% 12%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Billboards
Exterion (200 sides)
JCDecaux (750 sides)
Clear Channel (397 sides)
MMD (144 sides)

156
0
10
20
30
40
50
Outofhome
grossmediaspendinmillions
2013 2014 2015 2016
Although spend slightly increases over the year, there is not a clear
seasonality pattern visible.
Source: Nielsen, 2013 – 2016 Q3
Total spend 2016 Q3: € 122,211,867
Total spend 2015 Q3: € 115,061,559
Total spend 2014 Q3: € 125,440,558
Total spend 2013 Q3: € 121,879,367

157
As brand, McDonalds dominates the market of OOH spend. Telecom is
most present as category, having 4 brands in the top 10 list.
Brand Category Gross spend Q3 2016
1 McDonalds Fast food restaurant € 5,593,050
2 T-Mobile Telecom € 3,508,058
3 KPN Telecom € 2,988,494
4 Radio 538 Media € 2,548,527
5 NS Travel € 2,343,279
6 Tele2 Telecom € 2,257,900
7 Kruidvat Retail € 1,887,431
8 ALDI Retail € 1,671,411
9 Ziggo Telecom € 1,528,441
10 Spa FMCG € 1,477,747

158
Street shelter (6-sheet)Mast Billboard (48-sheet 96-sheet)
Standard formats

159
Aerial advertisingA0 Sampling
Alternative formats I

160
Alternative formats II
Public transport Street objects Toilet advertising

161
Digital Out of Home
Source: http://www.adformatie.nl/nieuws/transavia-adverteert-realtime-stoelenaanbod-outdoor-campagne
Transavia offers real-time
seats with digital OOH screens
Around the beginning of July, airline
Transavia launched a digital OOH
campaign with screens in four Dutch
big cities with the last-minute offer of
empty seats in airplanes. Transavia
linked a live booking system to the
digital screens.

162
Beacons – consumer interaction 2.0
At 250 locations in Alkmaar and
Purmerend all outdoor objects are
provided with beacons. Exterion
Media has the largest Dutch Beacon
network. Beacons are Bluetooth 4.0
channels which can be detected by
iOS and Android apps. All interaction
takes place via the app on the user’s
phone. The supplier of the app has
many opportunities to initiate actions
that are focused on place, time and
the profile of the app user.
In 2013, Apple launched their own
iBeacon system. Google has now
launched their own Beacon ‘game
changer’ in 2015, called EddyStone.
It makes the deployment of beacons
unprecedentedly simple and
efficient.
Amsterdam has installed a beacon
network in its city center. The
bluetooth beacons are located in
several public spaces. The
municipality of Amsterdam works
together with JCDecaux, GVB (public
transport), and Google. JCDecaux
already has experience with this
technology, its network is enriched
with beacons (android only).
Source:http://www.adformatie.nl/nieuws/exterion-media-rolt-beacon-netwerk-uit | http://www.adformatie.nl/blog/eddystone-maakt-integratie-van-beacons-marketingmix-tot-kinderspel |
http://www.dktp.nl/wijzen-amsterdamse-bakens-de-weg-in-innovatieland/

163
MAAIKE
DE VRIES
Senior Insights & Data Manager
maaike.de.vries@starcom.nl
This media landscape presentation will be updated every quarter. For comments & questions,
please contact the Starcom Insights team. We’d love to hear from you!
SANDER
GEERLING
Senior Insights & Data Consultant
sander.geerling@starcom.nl
MARJO
VAN DEN AKKER
Junior Insights & Data Consultant
marjo.vandenakker@starcom.nl

165
TV audience measurement I
‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the
Netherlands.
SKO is a non-profit organization, organized as a Joint Industry Committee (JIC).
Use of Media Standard Survey for weighting
The television audience measurement provides information on how many people watched a program, when
they watch and what their characteristics are. Viewing data is collected second-by-second by means of a
metering system that is installed at 1,250 house holds (2,750 persons) which is represented for the
Netherlands.
Source: www.kijkonderzoek.nl
Ratings are reported minute-by-minute for channels received in the Netherlands
independent of the way their signal is distributed.

166
CENSUS DATA
By using VAST
technology for online
video (IAB standard).
Incl. Desktop, Mobile and Tablet
Introduction by SKO:
1 July’14 – 1 January ‘15
PANNEL DATA
Who is watching?
What is % reach?
Start 2015
DATA FUSION
Mid 2015
ONLINE VIDEO TOTAAL
September 2015
TV TOTAL (Linear & non-linear; via TV screen)
Existing
AV Total (Early 2016)
TV audience measurement II
The core of the audience measurement is the common
currency (TV Total). The measurement includes guest
viewing in the panel households and time shifted
viewing (on the day of broadcast plus the next six
days). In order to achieve AV Total SKO first aims to
measure census data for online video and combine this
with panel data to get the Online Video Total.
Update Q2: the dates as provides by SKO aren't met. SKO haven’t
communicated a new planning jet.
SKO also investigates new ways of viewing via so-
called ‘satellites’ studies that are conducted alongside
the currency measurement. This approach allows SKO
to measure new forms of viewing behaviour (i.e. online
video) without influencing the core currency data.
Source: www.kijkonderzoek.nl, 2nd of July 2014
Now the project
progresses SKO realize
that they might as well
extend to the complete
measurement of online
reach. So they
introduced NOBO
(Nederlands Online
Bereik Onderzoek)

167
Digital audience measurement
STIR was the primary provider of the official audience ratings for online in the Netherlands. As of June 2013, the Joint Industry
Committee (JIC) has stopped measuring reach figures of websites.
Dutch Digital Media Measurement (DDMM) is the new provider of the official audience ratings for online. On 12th November, the new
data for digital media is presented. DDMM is an initiative of VINEX (online vendors) and PMA (media agencies) using the panel and
methodology of GfK.
Source: www.stir.nl, 25th September 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013
DAM
As told before, SKO also
started a project to measure
digital reach, called NOBO.
For now GfK announced to
deliver DAM data till the end of
2015. What will happen
afterwards isn’t clear at the
moment.
Although there are some problems with DDMM since iOS8 is available on apple products. Data from devices
using iOS8 is not reliable anymore. This caused the six big media owners (TMG, De Persgroep, RTL, NPO,
Marktplaats and Sanoma) to step out of the project of DDMM. GfK and the media agencies decide to continue
the measurement. Now it’s called (Digital Audience Measurement). GfK is still working on a solution for the
iOS8 problems. The GfK-DAM data (N= 7,000) is weekly available (6+). Digital use is measured at desktop,
mobile and tablet. Although online usage is limited to private use, not at work.

168
Radio audience measurement
NLO is a non-profit organization, organized as a Joint Industry Committee (JIC). The radio audience
ratings are based on panel including 7,500 respondents. The Media Standard Survey is used for
weighting.
Test with media watch (using audio-matching technique). Aim is to calculate radio reach per minute
instead of per 15-minute interval, NLO will start testing this in 2015 in a smartphone app and if
everything goes well it will be available in 2016.
Source: NLO persbericht 15 October 2014
National Luister Onderzoek (National Listening Research) is the primary
provider of the official radio audience ratings in the Netherlands.

169
Print audience measurement
‘Nationaal Onderzoek Multimedia’ (NOM) is the primary provider of the official print
audience ratings in the Netherlands. NOM is a non-profit organization, organized as
a Joint Industry Committee (JIC). The print audience measurement (NPM) provides
Source: http://www.nommedia.nl/, 21th October 2014
In 2014 a new type of measurement was introduced
by NOM. They created a model that predicts the
Opportunity To See Advertising (OTSA).
In 8 product categories it is now possible to see for
each print title the predicted advertising reach in
absolute figures and in percentages
Since January 2015 HOI and NOM
became one organization. NOM
now does not only measure reach
of print and digital media but also
circulation.
information on reach and profile of more than 200 newspapers and magazines. Yearly, a quantitative research
among 21,000 respondents takes place to measure print reach, but also other (perceived) media-usage. The
Media Standard Survey is used for weighting.

170
Out of home audience measurement I
‘Het Buitenreclame Onderzoek’ (BRO) is the primary provider of the official OOH
audience ratings in the Netherlands. In September 2011, the new currency for
audience measurement was launched for OOH: VAC, the visibility adjusted contact.
Source: Het Buitenreclame Onderzoek, 2nd september ‘15
VAC is based on multiple data sets regarding people
movement and object classification:
Measuring of all traffic (Mobiliteitsonderzoek Nederland);
Field research to travel behaviour (by TNS);
Inventory and classification of street objects;
Differentiates visability between location of objects (near
pathway, railway stations, shopping centres,
supermarkets, parking garages, petrol stations and traffic
advertisement).

Dutch media landscape update Q3 2016

Dutch media landscape update Q3 2016

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Dutch media landscape update Q3 2016