Dutch media landscape 2018 Q2 update by Starcom

Dutch
MEDIA
landscape
2018 | Q2

WHAT’S NEW
Q2 2018
The popularity of VoD isn’t affected by
the high temperatures. Most platforms
show positive figures in 2018.
TV viewing time per day has further
decreased. Especially during hot
Summer months view rates reached a
historic low point.
Gerard Ekdom leaves Radio 2 for Radio
10 which seems to have a positive effect
on the market share of Radio 10.
Instagram goes into battle with YouTube
by launching IGTV as new platform for
user generated content.
Persgroep, Sanoma and TMG are joining
forces by sharing data and launched
NLProfiel. By doing this, NLProfiel
intends to add value to large scale data
being GDPR compliant.
New players enter the market for
on demand services. FILM1 launched
new streaming app and YouTube Music
offers on demand music streaming.

Watching
Listening
Reading
Communicating, Social Media,
Surfing online
Overall media and consumer
stats & figures
On the go
Appendix
The Netherlands: general
stats & figures
CONTENT

THE NETHERLANDS
general stats & figures

Dutch population is still growing and getting older. The number of
people with growing purchase power has stagnated in 2017.
2,961
4,833
2.16
1.0
1.3
1.6
1.9
2.2
2.5
0
2,000
4,000
6,000
8,000
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Averageno.peopleinHH
#HH(in‘000s)
Household (HH) size
Single person household Multiple person household Average no. of people in HH
16.358
15,600
16,000
16,400
16,800
17,200
Thousands
Population (in ‘000)
39.5
41.6
35
37
39
41
43
45
Average age
Source: CBS, Statline, November 2018
17.082
54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Purchase power
Number of people with growing purchase power
42%

In 2017, economic growth reached the highest level in years.
However, rising inflation seems to damp individual purchasing power.
Key Economic Indicators
Netherlands
2011 2012 2013 2014 2015 2016 2017 2018** 2019** 2020** 2021**
Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.1% 1.3% 1.3%** 1.5** 1.6** 1.7**
Economic growth 1.2% -1.7% -0.2% 1.4% 2.3% 2.2% 3.1% 2.5%** 1.6** 1.6** 1.6**
Purchasing power -1.0% -1.9% -1.4% 1.2% 1.0% 2.7% 0.3% 0.5%** 0.4%** 0.4%** 0.3%**
Unemployed (in ‘000s) 389 469 647 660 614 538 438 395** 410** 415** 425**
Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.0% 4.9% 4.3%** 4.4%** 4.5%** 4.6%**
Source: CPB, Kerngegevenstabel 2011- 2015 and 2016 -2021, March 2018 (** estimated figures)

During the last years the Dutch consumer confidence has climbed up
until a high level in 2017 and the first half year of 2018. In Q3, the
consumer confidence is slightly declining, but remains positive.
Source: CBS, Statline, October 2018
-50
-40
-30
-20
-10
0
10
20
30
Difference%positivevsnegativeanswers
Dutch consumer confidence

OVERALL
media and consumer
stats & figures

Top 10 Global Consumer Trends for 2018
1. Clean Lifers
Consumers are adopting clean-living, more minimalist lifestyles, where
moderation and integrity are key.
2. The Borrowers
A generation of community-minded sharers, renters and subscribers is
reshaping the economy, making conspicuous consumption a thing of the past.
3. Call Out Culture
Empowered consumers are using social media to highlight injustice and call
brands to account ( also described as “Hashtag Activism”)
4. It’s in the DNA – I’m so Special
People’s growing curiosity about personal genetics and rising interest in
personalized health and beauty are fueling demand for home DNA kits.
5. Adaptive Entrepreneurs
Consumers are increasingly seeking flexibility in their lifestyles and are
prepared to take risks by rejection of traditional working patterns.
6. View in my Roomers
Consumers increasingly want to connect perception and reality, merging digital
images with physical space by Augmented Reality technology.
7. Sleuthy Shoppers
Investigative consumers are becoming more skeptical of mass-produced
products and the motivations of the companies that create them.
8. I-Designers
In the desire for personalization and authenticity, buyers increasingly want to
connect with or participate in the product creation process.
9. Co-Living
Co-Living sees people share spaces and mutual facilities to save money and
inspire collaborative ideas or provide comfortable living conditions.
10. The Survivers
Despite improving economies, the gap between rich and poor is highly visible
and those at the bottom of the pyramid are still struggling with poverty.
Source: Euromonitor International Top 10 Global Consumer Trends for 2018.

10 digital trends to watch in 2018: I
Social advertising
transparency will
become a big deal,
whether advertisers
like it or not
Voice search will
become too
widespread for
marketers to ignore –
or to get wrong
Virtual Reality will
show some growth,
but Augmented
Reality will become
mainstream
The public image of
Big Tech companies
goes from clean to
dirty – with political
consequences
With its growing
influence at multiple
area’s of the media
landscape, Amazon
is one to watch.
Social Advertising Voice VR vs. AR Big Tech Amazon
Source: eMarketer Key Digital Trends for 2018, Dec 2017

10 digital trends to watch in 2018: II
Source: eMarketer Key Digital Trends for 2018, Dec 2017
The GDPR law will
start to change the
privacy landscape
Marketers can and
will take advantage
of blockchain
Video viewing will
gravitate towards
very big screens
(cinema, plasma
TV) and very small
screens (mobile)
Gains in online-to-
offline data will lead
to more localized
mobile advertising
The shift in
marketing attention
to Gen Z is too
quick regarding lack
of spending power
Privacy Blockchain Digital video Local Mobile Gen Z

Entertainment and Media Outlook 2018-2022
New technologies like artificial intelligence (AI), Virtual Reality
(VR), Augmented Reality (AR), voice-based smart home devices
and virtual assistants will drive innovation in digital advertising.
AR and VR allready generate new revenue streams for the
gaming industry, AI can be used to improve the customer
experience and to create content,
Since consumers have a need for more personalized content and
are always connected, the distinction between various media
types is increasingly collapsing. Consumers are embracing new
propositions, competition is coming from every direction and the
so called ‘super competitors’ are winning ground.
Technology
Convergence
Source: PWC Entertainment & Media Outlook forecast for The Netherlands 2018-2022
The rise of unlimited mobile data bundles, ever-faster Internet
and the launch of 5G services leads to 24/7 connectivity. This
increases the amount of time consumers spend on media,
specifically on-the-go video and mobile gaming, and it brings
opportunities for new propositions.
Connectivity
The rising importance of data and the central place that the
usage, storage, sharing and safety of consumer data plays in the
emerging landscape, is pushing trust to a central position. Since
the EU privacy regulations (GDPR), mistakes in this area will not
only be damaging to consumer trust, but also highly costly.
Trust

Competitive reporting in the Netherlands
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 actual
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.
Source: Gross spend: Nielsen, 2018 HY1 | Net spend: Nielsen Halfjaarrapport Netto Media Bestedingen 2018
0
1,000
2,000
Cinema Newspapers Online* Out Of Home Magazines Radio TV
€millions
Media spend 2018 HY1
Gross Net

Source: Nielsen, 2018 HY1
No. Brand Category Gross spend 2018 HY1
1 Lidl Retail € 45,329,030
2 Jumbo supermarkten Retail € 43,317,768
3 Albert Heijn Retail € 41,764,901
4 Coolblue.nl Retail € 34,958,383
5 Kruidvat Retail € 34,721,347
6 Corendon Travel € 34,400,996
7 Renault Automotive € 29,849,993
8 T-Mobile Telecom € 29,540,264
9 Kpn Telecom € 26,089,391
10 Ziggo Telecom € 25,110,895
In 2018 HY1, retail brands have the highest gross media spends

Source: Nielsen 2013 – 2018 HY1
0
1,000
2,000
3,000
4,000
5,000
Cinema Newspapers Direct Mail Door Drops Out Of Home Consumer
Magazines
Radio TV Trade Press
€millions
Gross media spend per medium type across time
2013 2014 2015 2016 2017 HY1 2017 HY1 2018
In 2018 HY1, gross media spends have decreased for TV and
Direct Mail. Out of Home shows slight increase.

Growth in total net media spend will mainly be a result of increase
of digital media spend. Print spend is expected to further decline.
3.968 3.781 3.654 3.730 3.755 3.850 3.929 4.075 4.280 4.499
-
1.000
2.000
3.000
4.000
5.000
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
€millions
Forecast net spend
-4.7%
-3.4%
2.1% 0.7%
2.5%
3.9% 6.4% 5.2% 5.1%
-10%
-5%
0%
5%
10%
Forecast net spend
Change (%) to previous year
-
500
1,000
1,500
2,000
2,500
3,000
Newspapers Magazines TV Radio Cinema Outdoor Internet
€millions
Net spend per medium type
2012
2013
2014
2015
2016
2017
2018
2019
2020
Source: ZOG Adspend Forecast Netherlands – June 2018 (1987-2019)

In 2017 online ad spend increased in revenue again
Total online ad spend (net)
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2017, April 2018
544 609 673 755
848
191
206
225
245
251520
582
615
683
733
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2013 2014 2015 2016 2017
Search Classified Display
1,396 m€
1,512 m€
1,683 m€
1,255 m€
1,832 m€
+9% YoY

54% 55% 55% 52% 47%
17% 15% 13% 14%
14%
11% 13% 16% 18% 23%
18% 17% 10% 8% 9%
6% 8% 8%
2013 2014 2015 2016 2017
Allocation of display revenue per format (m€)
Banners Interruptive Video Other Native
Within display formats, online video shows the strongest growth in
revenue. The market for banners is declining over the last years.
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2017, April 2018

0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
20
40
60
80
100
120
140
160
180
Y/YRevenuegrowth(%)
Displayadvertisingthroughprogrammatic
channels(m€)
Trends of programmatic spend
Display advertising through programmatic channels (m€) Y/Y revenue growth (%)
Source: Deloitte & IAB. Nederland, IAB Report on Programmatic Advertising, The Netherlands 2018 HY1, October 2018. *Forecast figure for 2018 HY2
Display advertising through programmatic channels increased by
11% YoY in 2018 HY1, totalling 134 m€ in revenue.

57%
13%
9%
19%
1%
Sponsor contracts
Sports Art & Culture Lifestyle Society Media (non-spot)
In 2017, both the number as the value of all sponsoring contracts
decreased compared to 2016.
In 2017, 253 new (and renewed) sponsorship contracts were signed.
This implies a decrease of 30 contracts compared to 2016.
The total value of all contracts in 2017 was €207,000,000 averaging
€ 818,000 per contract*. The value of all contracts decreased
substantially compared to 2016 (€250,000,000). The average price
per contract remains about the same.
Sport is the most dominant category for sponsoring. The top 20 most
valued closed sponsor contracts consists entirely of sport deals, of
which half of them concerns football.
Source: SponsorMonitor 2018 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). | *Note: The value of contracts differs
from the annual sponsorship spend shown on other slides. This can be explained by contracts covering longer periods than just one calendar year.

In 2017, both the total sponsor spend as the average sponsor spend
have slightly decreased.
Top 100 sponsors 2016 2017 Index
Total sponsor spend €274,255,000 €264,760,000 97
Average sponsor spend (per brand) €2,742,550 €2,647,600 97
-
100
200
300
400
500
600
Sports Art & Culture Lifestyle Society Media (non-spot)
€millions
Sponsor spend by type of sponsorship
2011 2012 2013 2014 2015 2016 2017
Source: SponsorMonitor 2018 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)

Rabobank continues to have the highest budget for sponsorships.
KPN has increased gross spends with 44%.
No. Brand Gross spend 2016 Gross spend 2017
1 Rabobank € 32,000,000 € 30,000,000
2 KPN € 12,500,000 € 18,000,000
3 ING € 14,500,000 € 14,500,000
4 Adidas € 14,000,000 € 13,500,000
5 ABN AMRO € 12,500,000 € 13,000,000
6 Ziggo € 11,000,000 € 11,250,000
7 Heineken € 11,000,000 € 11,000,000
8 Nike € 11,000,000 € 10,000,000
9 Amstel € 7,500,000 € 7,700,000
10 Vriendenloterij € 8,500,000 € 7,200,000
Source: SponsorMonitor 2018 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Desktop,
laptop, tablet
linear TV Online TV Broadcast
Radio
Music
Streaming
Services
Print Press Online Press Games Social
Networks
Time spent per day
More than 10 hours
6 to 10 hours
4 to 6 hours
3 to 4 hours
2 to 3 hours
1 to 2 hours
30 minutes to 1 hour
Source: Global Web Index: HY1 2018, base: All adults 16+
Daily time spent on media is highest for desktop/laptop/tablet,
broadcast radio, linear TV, mobile, and social media.

With 5% of the Dutch owning VR glasses, they are not (yet)
mainstream. Smartphone is the most owned device.
88%
79%
70%
55%
42%
27%
23%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Device Ownership
Smartphone
Laptop
Tablet
PC/Desktop
Smart TV
Gameconsole
E-reader
VR glasses
Source: “Trends in Digitale Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204)

Both smartphone penetration seems as the use of Internet on
smartphone continuously increases.
39%
45%
48%
58%
65% 67%
70%
76%
80% 80%
83%
88%
0%
20%
40%
60%
80%
100%
smartphone penetration
Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204); Source: Media Standard Survey 2017 (N= 5.113)
68%
75%
80%
50%
60%
70%
80%
90%
100%
2015 2016 2017
Use of Internet on smartphone

Everyone is becoming more mobile over the years with a significant
increase of smartphone usage for people older than 50.
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-11
dec-12
dec-13
dec-14
dec-15
dec-16
dec-17
Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204)

Number of Dutch owning a smartphone keeps growing, whereas
tablet ownership and social media users are stagnating. The number
of newspaper readers further decreases.
0%
20%
40%
60%
80%
100%
Broadcast TV
viewers
Mobile phone
owners
Internet users Radio
listeners
Magazine
readers
Smartphone
owners
Social
network users
Tablet owners Newspaper
readers
Digital video
viewers
Cable TV
viewers
Media penetration in the Netherlands, 2011 - 2016
2011 2012 2013 2014 2015 2016
Source: The global media intelligence report (November 2017) – eMarketer & SMG

Internet penetration amongst 65+ and lower educated is steadily
rising, but still behind other groups.
Internet penetration NL 2015 2016 2017 Index compared to 2015
Male 93.4% 94.9% 96,0% 103
Female 90.7% 91.5% 91,7% 101
13+ 92.1% 93.2% 93,8% 102
13 – 19 years old 99.4% 99.4% 99,6% 100
20 – 34 years old 98.8% 99.2% 98,8% 100
35 – 49 years old 97.7% 99.2% 99,2% 102
50 – 64 years old 94.5% 96.6% 97,1% 103
65+ 71.0% 72.5% 76,0% 107
High educated 98.0% 98.3% 98,8% 101
Middle educated 95.0% 96.4% 96,2% 101
Low educated 74.4% 76.3% 78,4% 105
Source: Media Standard Survey 2017 (N= 5.113)

Most people have online access at home on a daily basis. Mobile access
increases continuously and stays number one device for Internet access.
0%
25%
50%
75%
100%
Online access in %
2014 2015 2015 II - 2016 I 2017 2018
78%
7% 4% 1% 0% 0% 0% 2% 1% 4%
(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
12%
22%
11%
4% 1% 0% 1% 3% 2%
45%
(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: NPDM 2018 , base: total NL 13+Source: NPDM 2014 to 2018, NL 13+

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 at every moment. As a result,
the way consumers experience video content is
changing as well.

WATCHING
Usage Motivations
TV
1. To relax and unwind (59%)
2. To be entertained (57%)
3. Stop being bored (53%)
Online TV
3. To find funny content (26%)
Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following things?”

89%
Households with
digital TV reception
42%
Watching TV outdoors*
37%
44%
Smart TV penetration
2016 vs. 2017
Source: Media Standard Survey 2017 | *Outdoor TV includes watching at all places other than own home.
Trends & developments – I

Source: SKO 2012 – 2018 HY1, TA: 6+, Linear TV is all the direct watching. Non linear TV is watching TV content later that day, week or month.
Trends & developments – II
178 175 178
168 160
150 154
141
11 11 11
11
10
13 12
17
3 4 5
6
7
8 8
9
4 5
5
6
6
7 7
7
1
1
1
1
0
20
40
60
80
100
120
140
160
180
200
220
2012 2013 2014 2015 2016 2017 2017 HY1 2018 HY1
ViewingTime(minutesperday)
Lineare TV
Video, DVD
& HDR
Non-linear
(same day)
Non-linear
(week)
Non-linear
(28 days)
196 195
199
192
184 182
174
Average viewing time per day
has decreased to 174 minutes
per day in 2018 HY1.
Watching linear TV is still the
norm but non-linear TV is
slowly gaining ground.
179

Trends & developments – III
Higher temperatures lead to lower viewing
rates. Many TV channels have increasing
difficulties to deliver enough GRP’s during
hot Spring and Summer months.
NOS has prolonged its contracts for
broadcasting Dutch soccer with Studio Sport
until the 2021/’21 competition. NOS will also
broadcast the matches of the Dutch national
team until the World Cup of 2022. Talpa
secured the rights for the Champions
League for the next three years
Source: https://www.adformatie.nl/media/code-geel-voor-de-tv-exploitant| https://www.adformatie.nl/media/rtl-nederland-krijgt-fan-centric-strategie | https://www.broadcastmagazine.nl/televisie/nos-verlengt-
contract-samenvattingen-eredivisie/ | https://www.adformatie.nl/media/john-de-mol-haalt-rechten-champions-league-binnen
RTL announced a new strategy in which the TV
publisher replaces its TV Centric approach for a
Fan Centric approach. RTL plans to build a loyal
fan base by offering its content to viewers and
followers through different channels and devices.

Dutch TV channels, with advertising possibilities (I/II)
STER
RTL
RTL (Triade)
Talpa TV
Source: retriever.nl, 2018
Note: RTL Lounge, RTL Crime, Boomerang, Telekids and Crime + Investigation are paid (digital) channels
Note: mostly paid (digital) channels

Dutch TV channels, with advertising possibilities (II/II)
The Walt Disney Company
57 regional channels
Note: Disney XD shares a channel with Veronica

In HY1 2018 the satirical program ‘De Luizenmoeder’ on NPO 3
was the most watched TV program
Date Program top 10 Channel GRP’s
1 04-02-18 Luizenmoeder NPO 3 31.4
2 29-03-18 Passion NPO 1 23.2
3 10-03-18 Wie is de mol? NPO 1 22.5
4 13-05-18 Boer zoekt vrouw NPO 1 21.9
5 07-01-18 Boer Zoekt Vrouw Special NPO 1 21.2
6 12-05-18 Eurovisie Songfestival Final NPO 1 20.2
7 15-02-18 Speed Skating 10km Men NPO 1 20.2
8 11-02-18 Journaal 20 uur NPO 1 19.0
9 08-01-18 Geheime Dagboek van Hendrik Groen NPO 1 18.2
10 18-02-18 Studio Sport Eredivisie NPO 1 18.2
Source: SKO, watching live TV,+ 02:00-26:00 UUR, 13+, 2018 HY1

0%
10%
20%
30%
40%
NPO RTL/Triade SBS BrandDeli
TV market share
2015 2016 2017 2018 HY1
Source: SKO 2015 – 2018 HY1, 02.00-26.00, base: all adults 13+ | Note: Full audit channels only.
RTL market shares are falling. NPO share is growing slightly
thanks to 2018 Winter Olympics and other successful shows.

Source: SKO 2015 – 2018 HY1, 02.00-26.00 base: all adults 13+ | Note: Full audit channels only.
STER RTL/Triade SBS BrandDeli Disney Other
0
5
10
15
20
25
30
%
Market share
2015 2016 2017 2018 HY1
In HY1 2018 NPO 1 shows a peek. The market shares of most RTL
channels are declining.
3,2%
-4,9%
-0,8%

Source: Nielsen, 2017 HY1 – 2018 HY1 | Note: Only gross spend for TV - * rates for STER (NPO 1,2,3) significantly changed in 2018, with standard pricing regardless of volume
SBSRTLSTER BrandDeli RTL/Triade Disney
0
100
200
300
400
500
600
€millions
Gross media spend per channel
2017 HY1 2018 HY1
Growth in gross media spend for all SBS channels, decline for
NPO due to its new net rate card.

Source: Nielsen, 2014 – HY1 2018
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)
2014 2015 2016 2017 2018
Total Spend 2018 HY1 : €1,808,991,019
Total Spend 2017 HY1 : €1,856,164,204
Total Spend 2016 HY1 : €1,847,602,286
Total Spend 2015 HY1 : €1,771,468,780
Total Spend 2014 HY1 : €1,830,878,897
TV spend shows a clear seasonality pattern with highest spend
levels in Spring and Fall and relatively low spend during Summer.

No. Brand Category Gross spend HY1 2018
1 Jumbo Supermarkten Retail € 38,873,771
3 Lidl Retail € 24,225,528
5 Coop Retail € 18,249,825
6 Nivea Personal Care € 17,783,441
7 Vodafone Telecom € 17,714,769
8 Plus Retail € 17,248,206
9 Blokker Retail € 15,722,289
Source: Nielsen, HY1 2018
Retail brands are dominating the top 10 advertisers on TV

0%
10%
20%
30%
40%
50%
60%
Desktop
PC
E-Reader Laptop
PC
Mobile
Phone
Tablet None of
the above
Multi tasking while watching TV
2014 2015 2016 2017 HY1 2018
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Multi tasking activities
2014 2015 2016 2017 HY1 2018
Source: GlobalWebIndex, 2013- HY1 2018, Base: Internet users NL16+
Mobile becomes by far most popular device for multitasking, which
mainly consists of social media, chatting, email and games.

Two options for non-linear TV viewing:
On TV screen (smart TV, settopbox, video or DVD recorder)
Non-linear TV viewing within 6 days of programming is added to the regular TV
viewing ratings.
Online (laptop/tablet/mobile)
VIDEO ON DEMAND
Non-linear TV-viewing
(broadcast by traditional broadcasters, i.e. RTL, SBS and STER)
Paid professional content via non-traditional broadcasters
(i.e. Netflix, Videoland)
‘Video on demand’ definition clarified
Non-paid (user-generated/professional/branded) content
(i.e. YouTube, Dumpert, LINDA.tv)

49% of all Dutch
consumers watch
paid online
video content
69% of all consumers
have a paid VoD
subscription
14% have two subscriptions
17% have two or more
39% of all VoD
subscribers have
downgraded their
linear TV subscription
For consumers without a VoD
subscription this is 15%
Source: GfK Viewscape 2017, base: NL18+

YouTube announced that it will start to
offer content on the basis of
subscriptions. This will offer content
providers the opportunity to make
money in other ways than advertising.
In June Film1 started a subscription
based streaming service for movies
independent from TV providers. Film1
has a catalogue of 300 films and will
add 25 new films every month.
Subscribers pay € 7,99 per month.
NPO has started to offer Dutch drama
series and documentaries to streaming
services such as Netflix, KPN and
video land. This collaboration is
relevant for Netflix since it has to have
30% European content in 2019.
Sources:https://www.emerce.nl/nieuws/youtube-lanceert-abonnementen https://www.bright.nl/nieuws/artikel/4247461/film1-komt-met-losse-streamingdienst | https://tweakers.net/nieuws/138103/dramaseries-van-
npo-komen-naar-streamingdiensten-als-netflix.html

Source: https://www.emerce.nl/nieuws/ruim-miljoen-nederlanders-kijkt-videostreams-games | https://www.emerce.nl/nieuws/youtube-gaming-groeit-harder-twitch
Watching gaming streams rises in
popularity in the Netherlands
According to Multiscope, almost 1.5 million Dutch watch
video streams of gamers. These viewers are mostly men
between 18 and 35 years old. Main drivers for watching are
entertainment, gameplay and inspiration of gaming streams.
Twitch is bigger, Youtube Gaming is growing
According to Streamlabs, Youtube Gaming increases faster than
Amazon’s Twitch. However, the difference is still significant.
Twitch had 788.000 watchers in Q4 2017, Youtube Gaming 7.000.
Other competitors like Periscope and Microsoft Mixer are far behind.

Main players VoD – non-linear TV 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 offers content on subscription base; ‘RTL XL Premium’ (€4.- per month). Available via laptop, smartphone, tablet and smart TV.
‘NPO Start (Plus)’ (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.

Main players VoD – non-traditional
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.
Ziggo introduced the Movies & Series XL service in 2017. Combined with a TV subscription (including 55 TV channels) it
is possible to watch all HBO produced content from the last years on demand. Ziggo subscribers can choose, depending
on their subscription, for three different On-Demand subscriptions.
Cinema media owner Pathé developed a platform to watch movies at home (pay-per-movie). Available via laptop, tablet,
smartphone and smart TV.
YouTube offers mostly user-generated content. The first paid channels have already been introduced in Europe. 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.
OTHER

Positive figures for most VoD platforms. YouTube is dominant
VoD channel followed by Netflix and Ziggo GO.
Source: GfK DAM, base: 13+, average monthly reach 2016 – HY1 2018 | Ziggo GO includes Ziggo GO App & Ziggogo,tv
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Video on Demand – average monthly reach
YouTube Netflix Ziggo GO RTL XL NPO gemist KIJK.nl Pathe Videoland Vimeo

Netflix is especially popular among younger age groups
Source: DAM 13+, 2018 HY1 (average monthly reach) | SKO 13+, 2018 HY1, all day, average monthly reach within period |Ziggo GO includes Ziggo GO App & Ziggogo.tv
0%
10%
20%
30%
40%
50%
60%
Total 13+ 13-19 years 20-34 years 35-49 years 50-64 years 65 +
Monthly reach
Netflix Ziggo Go RTL XL NPO Start Kijk.nl
STER: 93%
RTL: 91%
TALPA: 87%
STER: 87%
RTL: 87%
SBS: 82%
STER: 95%
RTL: 94%
SBS: 92%
STER: 98%
RTL: 94%
SBS: 90%
STER: 94%
RTL: 93%
SBS: 89%
STER: 86%
RTL: 85%
SBS: 77%

Watching TV on smartphone is gaining popularity
21%
30%
21%
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Desktop (PC) Laptop/Netbook Smartphone Tablet
Devices used by people to watch television
Dec 13 Dec 14 Dec 15 Dec 16 Dec 17

0
50
100
150
200
250
18-34 year 35-54 year 55+ year
Minutesperday
Online video consumption
3.40
hours
1.30
hours
0.40
hours
Big gap in time spend watching online video between age groups.
Millennials watch more than 3 hours per day.
Source: GfK Viewscape 2017, base: NL18+

NPO programs are the most popular for catch-up TV
Date Program top 10 Channel GRP’s
1 28-01-2018 De Luizenmoeder NPO 3 9,3
2 27-01-2018 Wie is de mol? NPO 1 5,4
3 01-01-2018 Geheime dagboek van Hendrik Groen NPO 1 5,1
4 30-03-2018 Flikken Maastricht NPO 1 3,7
5 03-02-2018 Ik Vertrek NPO 1 3,1
6 29-03-2018 Passion NPO 1 2,4
7 22-03-2018 Dokter Deen NPO 1 2,3
8 11-01-2018 Over mijn lijk NPO 1 2,1
9 17-03-2018 Mindfck NPO 1 2,0
10 29-01-2018 Good doctor RTL 4 2,0
Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 13+, HY1 2018

Cooking, sports, traveling and special interests are most popular
topics for online video content
31%
6%
8%
8%
11%
11%
15%
18%
19%
23%
26%
29%
33%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
None
Other
Banking
(Raising) kids
Energy
Health
Beauty
Electronics
Cultivate
Traveling
Sports
Hobby
Cooking
Topics watched – Online video
% watched in the last year
Source: Online Video Monitor 2017 – SAMR Smartagent Marketingresponse, Base: NL 18-54
69% of Dutch
population (18-54)
watch online videos

Spinnin Records has most video views and subscribers
Rank User YouTube Video Views Subscribers Category
1 Spinnin Records 13,2 billion 22 MIO Music
2 Kwebbelkop 3,3 billion 9 MIO Games
3 Jelly 3,2 billion 9 MIO Games
4 Trap City 2,9 billion 11 MIO Music
5 Martin Garrix 2,6 billion 3 MIO Music
Source: Socialblade, Top YouTubers in The Netherlands by most viewed | Juli 2017

75% of the Dutch sometimes watch online TV, videos or movies.
YouTube is the most popular channel, followed by Netflix
Source: Ruigrok NetPanel, What’s happening online? 2018, 14+ n= 2,516
YouTube
users
Digital
teenagers
Millennials GenerationX Baby
boomers
Music 66% 63% 67% 65% 60%
Bloopers/Jokes 36% 42% 38% 34% 31%
Tutorials 33% 34% 41% 28% 24%
Vlogs 21% 48% 25% 20% 9%
Games 13% 31% 21% 8% 1%
News/ Journal 17% 15% 11% 15% 23%
Most popular content to watch
Music videos on YouTube are for all generations
The bloopers category is in 2nd place for almost all generations
Digital teenagers look at vlogs much more than other generations
‘I watch video content on’:
75%
72%
54%
48%
66%
69%
50%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Digital
teenagers
Millennials Generation X Babyboomers
YouTube Netflix

Watching video via smartphone is getting more popular
Source: Ruigrok NetPanel, What’s happening online? 2018, 14+ n= 2,516
51%
44%
22%
8%
59% 59%
32%
14%
0%
10%
20%
30%
40%
50%
60%
70%
Digital teenagers Millennials Generation X Babyboomers
% Smartphone used to watch videos or movies
2017 2018

Source: https://www.emerce.nl/nieuws/bioscoop-netflix-afstand-houden
Popularity of cinemas
Cinema keeps breaking records in terms of visitors.
Cinema reach increased with +56% over the last ten years.
Investments in innovation and technology (IMAX, 4DX) are
the biggest reasons for the positive development. The ‘real
life experience’ is a positive distinctive value for people to
prefer the cinema above a movie night at home.

36
million
cinema visitors in
2017 (+5%)
€8.38
Average price
per ticket
€301.9million
in ticket revenue
in 2017(+5%)
Source: Bioscoopmonitor 2017, Stichting Filmonderzoek

Number of cinema visitors increased in line with film releases
-
100
200
300
400
500
0
5
10
15
20
25
30
35
40
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
#Cinemas&FilmReleases
Visitorsinmillion
# Visitors (million) # Film releases

Source: Jean Mineur & FoxScreen, 2018 HY1. Data based on period: 04-01-201 to 04-06-2018.
Jean Mineur is the dominant player within cinema landscape,
both in market share and capacity.
#locations #cinema halls #seats #visitors 2018 HY1
Pathé (incl. CineMec) 28 216 44,360 6,777,331
Kinepolis 16 110 21,210 1,458,118
Vue 21 112 20,168 1,817,569
Other 31 151 23,527 2,351,367
Total 96 (70%) 589 (79%) 109,265 (84%) 12,404,385 (84%)
#locations #cinema halls #seats #visitors 2018 HY1
RSB Cinemas 6 20 2,388 342,355
Kinepolis 2 13 1,659 266,400
Other 34 123 17,081 1,783,747
Total 42 (30%) 156 (21%) 21,128 (16%) 2,392,502(16%)

In 2017, ‘Despicable Me 3’ was the most visited movie
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2017
| https://www.volkskrant.nl/film/bioscopen-in-2017-drukbezocht-maar-nederlandse-films-zijn-een-stuk-minder-populair~a4555941/
Despicable Me 3
1,338,156 visitors
Pirates of the Carribean
Salazar’s Revenge
1,017,987 visitors
Beauty and the Beast
850,372 visitors
Fast & Furious 8
848,174 visitors
The Boss Baby
801,190 visitors

In 2017, cinema reach per quarter seems to stabilize with more
reach in Q2 compared to 2016.
0
5
10
15
20
25
30
35
40
Q1 Q2 Q3 Q4
%
Reach per quarter
2016 2017

For cinema there is clearly an increase in gross media spend
towards the end of the year
Source: Nielsen, 2014 – 2018 HY1 | Only gross spend for cinema
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
GrossMediaspend(in€millions)
Seasonality cinema
2014 2015 2016 2017 2018
Total spend 2018 HY1 : 7,184,045
Total spend 2017 HY1 : 8,605,091
Total spend 2016 HY1 : 7,879,903
Total spend 2015 HY1 : 7,009,072
Total spend 2014 HY1 : 4,874,064

Cinema visits strongly increased among age groups 18-23 & 24-29.
Reach increased among oldest age groups but remains lowest.
75 77
80
77
8… 86
71
83
56
67
48
63
24
44
20
33
0
10
20
30
40
50
60
70
80
90
100
2007 2017
Reachnumbersih%
Cinema Reach among age groups (%)
4-11 12-17 18-23 24-29
30-39 40-54 55-64 65+
2.2 2.3
3.3 3.3
4
6.3
3.3
5.6
1.7
2.7
1.6
2.3
0.9
1.8
0.8
1.6
0
1
2
3
4
5
6
7
2007 2017
Visitfrequency
Cinema visit frequency among age group
4-11 12-17 18-23 24-29
30-39 40-54 55-64 65+

Frequent cinema visitors are younger than average. High social
class for frequent and 50/50 on gender.
51% 49%
Profile frequent cinema visitor
Source: NOM Print & Doelgroep Monitor 2018, base: total NL 13+ (N= 17.230) | * Frequent cinema visitor is defined as someone who visits a cinema at least once a month
Social
class
% Index
A 36% 157
B1 24% 107
B2 21% 96
C 11% 70
D 9% 49
3%
27%
20%21%
18%
11%
13-14 (index 115 ) 15-24 (index 184)
25-34 (index 143 ) 35-49 (index 90 )
50-64 (index 73) 65+ (index 52)

MCP: Listening
Consumers´listening patterns are
constantly changing. 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.

LISTENING
Usage Motivations
Radio
2. To keep me company (30%)
Music streaming

According to radio channels, podcasts are getting more
popular lately. The supply and variety of podcasts has
increased considerably.
The popularity of podcasts
Source: https://www.nrc.nl/nieuws/2017/03/28/blijven-wachten-op-een-doorbraak-7524052-a1552074 | Source: GlobalWebIndex, 2018 HY1, Base Internet Users NL16+ |
https://www.iculture.nl/nieuws/apple-podcast-analytics-beta-start/
12%
of NL population
listened to a podcast
in the last month
What are podcasts?
A podcast is an audio file that people can download or stream and listen to
at any time and place. On platforms as Google Podcast, Apple Podcast
iTunes, Sound Cloud Stitcher and Overcast it is possible to listen and
subscribe to podcasts for free.
Apple introduces ‘Podcast Analytics’
With Apple’s Podcast Analytics creators of podcasts have the ability to get
insights about listening time such as the percentages of people who
completely listened an episode and the moment when people quit listening.

2018 is a year with many changes
within the radio landscape. In June
2018, Gerard Ekdom leaves Radio 2
(NPO) for Radio 10 (Talpa). Domien
Verschuuren will move from 3FM to Q-
music. And last but not least, Edwin
Evers announced to end with his
program ‘Evers Staat Op’ at Radio 538
at the end of 2018.
Source: https://www.radiofreak.nl/edwin-evers-stopt-met-zijn-ochtendshow-evers-staat-op/ | https://www.radiofreak.nl/gerard-ekdom-vertrekt-bij-radio-2-einde-van-een-tijdperk/
http://www.mediacourant.nl/2018/06/domien-verschuuren-verhuist-van-3fm-naar-qmusic/ | https://www.emerce.nl/nieuws/nederland-prima-markt-muziekdiensten
https://www.emerce.nl/nieuws/aantal-dab-radios-nadert-miljoen
The number of paid music streaming services
is still growing and the Netherlands has a
relative high percentage of subscribers.
Consumers now have a choice between
Spotify, Deezer, Apple Music, QoBus, Rdio,
Google Music, Amazon Music, YouTube
Music and a few other minor players
The number of sold DAB+ (Digital Audio
Broadcasting) radios in the Netherlands
approaches 1 million. After a slow start,
the sales of DAB+ radios is accelerating.
If DAB+ becomes succesful, the plans
are to stop FM broadcasting in 2023.

Dutch radio stations with advertising possibilities (I/II)
STER
Talpa Media Solutions
Radio Corp
Q-Music NL
TMG

Dutch radio stations with advertising possibilities (II/II)
E-power advertising*
FD Mediagroep
ORN*
Online stations (22)
Source: retriever.nl, 2018 * ORN (government) and E-Power are responsible for approximately 30 regional stations

Listening time is slightly decreasing over time, mainly because of
a decline among the younger age groups (10-39).
Source: NLO, TA: NL 10+, 2014-2017 Jan – Dec, All day, listening time in minutes per day
164
88
134
186
209
0
50
100
150
200
250
10+ 10--24 25-39 40-54 55+
Listening time FM per day (minutes)
2014 2015 2016 2017

Strong decline of market share NPO 3FM, Radio 10 shows increase.
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Market share (%)
Jul-Aug 2017 Sep-Oct 2017 Nov-Dec 2017 Jan-Feb 2018 Mar-Apr 2018 May-Jun 2018 Jul-Aug 2018
Source: NLO, 2017, 2018 January – August. Time band: 06:00 – 20:00. Base: NL 10+

0
20
40
60
80
100
120
MediaSpend(inMillions)
Gross Media Spend
2017 HY1 2018 HY1
Source: Nielsen, HY1 2017 – HY1 2018. Gross spend for radio only.
Increase of gross media spend for all Talpa Radio channels.
Again, all NPO channels show strong decrease.

0
10
20
30
40
50
60
70
80
90
100
Mediaspend(inmillions)
Gross media spend Radio
2013 2014 2015 2016 2017 2018
Source: Nielsen, 2014 – 2018 HY1. Gross spend for radio only.
Seasonality of radio shows low spend during summer period and
high peak in Q4 (Christmas and top lists at the end of the year).
Total Spend 2018 HY1 : €403,836,675
Total Spend 2017 HY1 : €404,019,676
Total Spend 2016 HY1 : €391,343,205
Total Spend 2015 HY1 : €391,357,917
Total Spend 2014 HY1 : €349,960,101

Brand Category Gross spend HY1 2018
3 Volkswagen Automotive € 8,176,613
4 Ziggo Telecom € 8,098,938
6 Lidl Retail € 7,129,294
7 Kpn Telecom € 6,324,827
9 Vodafone Telecom € 4,925,335
10 Opel Automotive € 4,592,252
Automotive and Telecom are well represented in top 10 radio spend

Some clutter in channels aimed at older male audiences. A young
and more female station is missing in the radio landscape.
Source: NLO, 2018 HY1, TA: NL 10+
Young
Female
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
Male
Old

More than three-quarters of audio listening still consists out of radio
76%
13%
5%
4%
2%
Share listening time
Live radio (144 minutes)
Music streaming (24 minutes)
Own music (10 minutes)
YouTube (8 minutes)
Podcasts (3 minutes)
TV music channel (1 minutes)
Source: GfK NLO Audio Distributie Onderzoek 2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Listening per
device (%)
Radio/Stereo
TV
Portable Radio
Desktop
Laptop
Smartphone
Mediaplayer
Alarm clock
Car
Tablet
Streaming Audioplayer

Spotify and Apple music are the two main players with the highest
average monthly (gross) reach
Application-based music streaming
service. Free and paid subscription
options; approximately 50% of the
Dutch users are paying for the
streaming service.
Average monthly reach
2018 HY1: 33,0%
Audio platform that originally enabled
sound creators to share their created
sounds. Streaming music available for
free or through paid subscription.
2018 HY1: 8,0%
Music application of Apple for
streaming music and extension of
iTunes. Streaming is only available
through paid subscription.
The figures below are based on the total reach
of the app Apple Music which contains both
owned music as a streaming service.
2018 HY1: 24,8%
Source: Spotify | DAM 2018, TA: 13+ | https://www.emerce.nl/nieuws/helft-nederlandse-gebruikers-spotify-betaalt-dienst

Spotify usage is highest among 16-24 year olds, who have relatively
often a free account.
17%
35%
18%
14%
9% 11%
17%
28%
18%
15%
17%
5%
0%
10%
20%
30%
40%
50%
60%
70%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Spotify usage
2018 HY1
Free account Paid account
Source: GlobalWebIndex, 2018 HY1, TA: 16+

TV is the most popular device for radio listening, but there is a strong
increase for listening radio on streaming- network audio player.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Dec '12 Dec '13 Dec '14 Dec'15 Dec'16 Dec'17
%Indicatestolistenviadevice
Digital radio listening
Desktop Laptop Smartphone Tablet Television* Streaming- network audioplayer
Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204)*Television was previously reported as SettopBox.

Most time spent on online radio via TV. Radio apps are becoming
more popular, but Spotify remains dominant.
122
75
66
33
32
22
0
50
100
150
200
250
300
350
400
Average minutes per week
TV
Streaming-/network player
Desktop
Smartphone
Laptop
Tablet
0% 5% 10% 15% 20% 25% 30%
SLAM!
Radio 10
Nederland.fm
100%NL
NPO 3FM
Q-music
Sky Radio
NPO radio 1
Radio 538
NPO radio 2
Spotify
Radio Apps (downloaded)
Tablet (n=776)
Smartphone (n=1064)
Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204) “Trends in Digital Media”, GfK Intomart, Dec 2017, base: owners of tablet and/or smartphone and at least one app

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 changing the experience of reading.

READING
Usage Motivations
Print
1. To keep me up-to-date (37%)
2. Gives me something to talk about (31%)
3. Find information about products (16%)
Online news
2. Gives me something to talk about (33%)
3. Find information about products (22%)

Trends & developments
In May 2018, the Dutch digital newskiosk Blendle announced
that Novamedia (Postcode Loterij, BookSpot) and Morten
Strunge (Storytel) will invest 4 million Euro in Blendle. In the
past Blendle has received capital injections from the New York
Times and Axel Springer.
In 2017, 20% of the advertising revenue of Dutch newspapers
was derived from digital platforms. This percentage is growing
constantly since it was first reported in 2011 (8%). Especially
national dailies obtain a high percentage of their revenue from
digital platforms; 28% compared to 9% for regional dailies.
Source: https://www.adformatie.nl/media/novamedia-steekt-vier-miljoen-euro-blendle https://www.emerce.nl/nieuws/twintig-procent-advertentieinkomsten-dagbladen-via-digitale-platformen

The growth of digital use of newspapers seems to have stagnated
over the last year across all devices, except for mobile.
38%
20% 20%
35%
22%
24%
39%
27%
28%
36%
27% 27%
37%
30%
27%
36%
34%
25%
Pc/Laptop Mobile Tablet
2013 2014 2015 2015 II - 2016 I 2017 2018
Source: NPDM releases: 2013 – 2018 , base: total NL 13+

0
20
40
60
80
100
120
140
Grossspend(inMillions)
Seasonality newspapers
2014 2015 2016 2017* 2018
Source: Nielsen, 2013 -2018. Gross spend only. *Note that improved Nielsen registration of newspaper spend in 2017 explains increase compared to previous years.
Light seasonality for newspapers with slightly lower spends
during Summer months
Total Spend 2018 HY1 : €472,895,514
Total Spend 2017 HY1 : €482,809,114
Total Spend 2016 HY1 : €391,695,360
Total Spend 2015 HY1 : €595,655,054
Total Spend 2014 HY1 : €565,382,603

2 Stip reizen Travel € 17,939,935
3 Kras reizen Travel € 12,890,490
4 Koopjedeal.nl Retail € 12,483,732
5 Bolderman Travel € 9,149,604
6 Effeweg.nl Travel € 8,357,811
7 Zadkine media Media € 7,906,019
8 Stella Automotive € 7,669,287
9 NRC live Media € 6,581,283
10 NRC live Media € 5,708,300
Travel and media brands are main newspaper advertisers

0
10
20
30
40
50
60
70
Gross media spend Newspapers
2017 HY1 2018 HY1
Source: Nielsen, HY1 2017 - HY 2018. Gross spend for newspapers only. *NRC Doordeweeks is a combination of NRC Handelsblad en NRC Next
Gross media spends for newspapers titles are rather stable

AD and De Telegraaf are leading in terms of issue reach
Ranking National newspapers
Average issue reach amongst NL
13+ (in ‘000s)
Average issue reach amongst
NL13+ (%)
1 AD Dagbladen 1,240 8.6
2 De Telegraaf 1,221 8.4
3 Metro 847 5.9
4 de Volkskrant 700 4.8
5 NRC (NRC Handelsblad + nrc.next) 460 3.2
6 Trouw 308 2.1
7 Reformatorisch Dagblad 166 1.2
8 Het Financieele Dagblad 145 1.0
9 Nederlands Dagblad 122 0.8
Source: NPM 2018-II , base: total NL 13+ (N=17,312)

NOS has the highest reach and visit frequency of the news brands
No Top 10 online news brands HY1 2018 Monthly Reach (%)
Monthly Reach
(‘000)
Monthly visits
(‘000)
Avg visit
frequency
1 NOS 49.7 7,165,000 288,972 40.3
2 NU.nl 49.5 7,126,000 147,769 20.7
3 AD 44.2 6,361,000 125,246 19.7
4 Telegraaf 41.8 6,018,000 129,994 21.6
5 RPO 40.8 5,884,000 110,830 18.8
6 RTL nieuws 26.3 3,791,000 38,986 10.3
7 de Volkskrant 15.6 2,254,000 15,361 6.8
8 Omroep Brabant 11.4 1,640,000 24,155 14.7
9 NRC 10.2 1,467,000 6,183 4.2
10 Trouw 8.6 1,240,000 3,820 3.1
Source: GfK DAM, base: 13+, average monthly reach 2018 across all platforms

0
10
20
30
40
50
60
2014 HY1 2014 HY2 2015 HY1 2015 HY2 2016 HY1 2016 HY2 2017 HY1 2017 HY2 2018 HY1
%
All news platforms show slight increase over the last years
Source: GfK DAM, base: 13+, average monthly reach 2018 HY1, all platforms

Source: NOM, 2015 – 2018 Q2 | Newspaper magazines and sponsored culinairy magazines excluded
Paid circulation figures are more or less stable throughout the years.
0
2
4
6
8
10
12
14
16
2015 2016 2017 2017 Q3 - 2018 Q2
TotalcirculatedMagazines(inMillions)
Circulation figures Magazines
Paid circulation Free circulation

Family and culinary show highest circulation figures
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Total circulation 2017 Q3 - 2018 Q2 (in ‘000s)
Source: NOM, 2017 Q3 – 2018 Q2 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).

Source: Nom Print Monitor 2018 – II , base: total NL 13+ (N= 17.081)
Many women’s magazines in top 10 magazines
Top 10 magazine titles Publication type
Average issue reach amongst NL 13+
(in ‘000s)
Average issue reach amongst
NL13+
(%)
Kampioen Family 4,609 31.9
Allerhande Culinary sponsored 4,219 29.2
Libelle Women’s 1,627 11.2
Donald Duck Kids 1,465 10.1
LINDA. Women’s 1,267 8.8
Privé Celebrity 1,101 7.6
Vrouw Women’s 1,081 7.5
Margriet Women’s 1,003 6.9
Quest Science 964 6.7
Veronica Magazine TV magazines 946 6.5

0
10
20
30
40
50
January February March April May June July August September Oktober November December
Grossmediaspend(inmillions)
Seasonality Magazines
2014 2015 2016 2017 2018
Source: Nielsen, 2014 – 2018 HY1. Gross spend for consumer magazines only.
Total Spend 2018 HY1 : €167,225,052
Total Spend 2017 HY1 : €180,889,134
Total Spend 2016 HY1 : €178,626,733
Total Spend 2015 HY1 : €194,620,871
Total Spend 2014 HY1 : €213,513,938
Media spend in magazines peaks mainly in Q4. In the first half of
2018, gross spends are slightly lower than previous years.

1 ANWB Travel/Transport € 4,359,064
2 Voordeeluitjes Retail € 2,631,508
3 Libelle Media € 2,071,561
5 Otolift Home, Elevators € 1,218,810
6 Sanoma Media € 1,154,448
7 Veronica Media € 1,152,332
8 Elsevier Media € 1,131,930
9 Kampioen Media € 1,106,100
10 Pharos Travel € 1,087,750
Source: Nielsen, Gross spend for consumer magazines, 2018 HY1
Travel, retail and media brands are dominating the top 10 advertisers in
magazines. Placements media, ANWB, AH mainly on their own platforms.

0
2
4
6
8
10
12
14
16
Gross media spend magazines
2017 HY1 2018 HY1
Source: Nielsen, HY1 2017 vs. HY1 2018. Gross spend for consumer magazines only.
Substantial decrease in gross media spend for Allerhande and Libelle.
Kampioen shows increase and comes close to #1.

Higher reading time of paper door drops by older generations
74%
63%
60%
55%
44% 42%
39%
22%
16% 14%
11% 9%
6% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Paper Reach % Digital Reach %
17
13 13
15
19
22
13
15
12 12
13
16
0
5
10
15
20
25
Total 13-19 20-34 35-49 50-64 65+
Reading Time door drops*Reach per category
Source: NOM folder monitor 2018 *Reading time among people who have read door drop in the last 12 months.

Albert Heijn door drops have highest reach, both print as digital
No. Brand Category Reach print (in %) Reach digital (in %)
1 Albert Heijn Supermarket 55.7% 13.3%
2 Kruidvat Drugstore 51.7% 10.1%
3 Lidl Supermarket 48.4% 10.1%
4 Aldi Supermarket 44.1% 6.9%
5 Blokker Household 42.9% 6.5%
6 Hema Household 41.0% 7.9%
7 Mediamarkt Electronic 35.5% 7.1%
8 Gamma House / Garden 35.3% 4.7%
9 Praxis House / Garden 33.8% 4.4%
10 Karwei House / Garden 31.2%
4.3%
Source: NOM Folder Monitor 2018

ADR has the highest brand reach. Most newspapers have a higher
digital only reach than paper only reach.
Ranking NOM Mediabrands 2018 Q3 Monthly brand reach* amongst NL 13+ Paper only Digital only
1 ADR Nieuwsmedia 66.6 % 18.2 % 27.6 %
2 AD 51.6 % 11.4 % 29.6 %
3 De Telegraaf 49.7 % 14.7 % 24.9 %
4 Metro 29.6 % 18.9 % 7.6 %
5 de Volkskrant 26.4 % 11.9 % 9.9 %
6 Libelle 23.6 % 14.0 % 7.0 %
7 NRC 22.6 % 7.1 % 12.7 %
8 LINDA. 18.4 % 6.8 % 9.7 %
9 Trouw 16.8 % 5.2 % 10.0 %
10 Vrouw 16.6 % 9.3 % 6.7 %
Source: NOM Mediamerken 2018 Q3 *Unique reach

MCP: Communicating
Human beings are a social species, with communication
taking place throughout the day. Face-to-face interaction
will not disappear but the younger generations do not
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 common.

COMMUNICATING
Usage Motivations
Mobile
1. To socialize (41%)
PC/Laptop/Tablet
1. Information about products (67%)
3. To learn new things (58%)
Game consoles
1.To relax and unwind (23%)
Social networking
1. To socialize (49%)
2. To keep me company (35%)

Trends & developments
Facebook announced the launch of a
dating app. Everybody who is looking
for a relationship can make a profile for
this service. Use of the dating app will
not be visible for Facebook friends
More and more (29%) young adults
between 18 and 25 admit that they are
addicted to social media, according to
the CBS study Belevingen. 34% claims
that ‘Fear of Missing Out’ is the main
reason for using social media.
While reaching a milestone of 1 billion
users worldwide, Instagram announced
IGTV, a new video platform for user
generated content. Whereas Instagram
videos have a maximum length of 1
minute, on IGTV the time limit is 1 hour.
Source: https://www.emerce.nl/nieuws/facebook-dating | https://www.emerce.nl/nieuws/jongeren-social-media | https://nos.nl/artikel/2237522-tomeloos-groeiend-instagram-lanceert-videoplatform.html

Source: Newcom, Dutch National Social Media Survey 2018, TA: 15+
Instagram is fastest growing social media platform, increase of
Facebook usage has stabilized.
Social media usage

Highest usage for WhatsApp and Facebook. Pinterest has surpassed
Twitter in usage.
Main platforms:
4.1 million
Dutch people
use Instagram,
2.1 million use
it daily
4.4 million
Dutch people
use LinkedIn,
0.5 million
use it daily
8.0 million
Dutch people
use YouTube,
2.2 million use
it daily
10.8 million
Dutch people
use Facebook,
7.6 million use
it daily
11.5 million
Dutch people
use Whatsapp,
8.3 million use
it daily
Other platforms:
0.2 million
Dutch
people use
Foursquare
, 68 K use it
daily
0.2 million
Dutch
people use
WeChat,
106 K use
it daily
0.4 million
Dutch people
use Tumblr,
137 K use it
daily
2.4 million
Dutch people
use SnapChat,
1.334 K use it
daily
2.8 million
Dutch people
use Twitter,
1.014 K use it
daily
3.0 million
Dutch people
use Pinterest,
871 K use it
daily

Instagram, Tumblr and especially Snapchat are mainly used by
younger age groups
Source: GfK DAM, base: 13+, 2018 HY1
7% 10%
4%
27%
7% 5%
58%
24%
28%
26%
30%
40%
24%
17%
31%
36%
30% 30% 36%
21%
28%
31%
7%
22%
24% 23%
24%
10%
28%
29%
3%
17%
11% 10% 7% 2%
12%
19%
0%
Facebook Twitter LinkedIn Instagram Pinterest Google+ Snapchat Tumblr
Age distribution of social networking sites in NL
13-19 20-34 35-49 50-64 65 +

After a period of growth, Facebook’s account ownership and active
monthly users seems stable despite the privacy issues
Source: GlobalWebIndex, 2013 – 2018 HY1, Base Internet Users NL16+
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
2014 2015 2016 2017 HY1 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Monthly active users
2014 2015 2016 2017 HY1 2018

Account ownership of LinkedIn is stable, but active usage is
increasing (mainly among Millennials).
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
2014 2015 2016 2017 HY1 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2014 2015 2016 2017 HY1 2018

Strong increase of Instagram’s account ownership, activity
seems to stabilize.
Source: GlobalWebIndex, 2013 – 2018 HY1, Base Internet Users NL16+. Instagram data is available from 2013 Q2
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
2014 2015 2016 2017 HY1 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2014 2015 2016 2017 HY1 2018

After a positive trend during previous years, active usage and account
ownership of YouTube seems to stabilize.
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
2014 2015 2016 2017 HY1 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2014 2015 2016 2017 HY1 2018
Source: GlobalWebIndex, 2013 – HY1 2018, Base Internet Users NL16+

Account ownership and active users of Twitter are increasing
slightly, mainly among the older 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
2014 2015 2016 2017 HY1 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2014 2015 2016 2017 HY1 2018

Social Media in The Netherlands: privacy concerns are still an issue
66% is
worried
about their
data being
sold
54% is
worried
about their
data in
general
57% does
not know if
they can
trust social
media
17% has
(a lot of)
trust in
social
media

The current Dutch Cookie law is replaced by the European privacy law
(GDPR) in May 2018, to encourage the trust and safety of digital services.
According to this law, Internet users don’t have to accept cookies anymore
before entering a site. The EU claims that Internet users should have
complete access to every site. With only one setting in the browser, you can
accept or decline all the tracking-cookies.
GDPR will have most consequences for online marketers; (re)targeting will
become more difficult if users decide to decline the tracking-cookies. Since
for many publishers ad space is the most important source of revenue, it is
likely that in the future Internet users have to pay for visiting certain websites.
Source: https://www.adformatie.nl/privacy/wat-zijn-de-rechten-en-plichten-van-de-gdpr-straks

Trends & developments - II
Persgroep, Sanoma and TMG are going to share data and
launched NLProfiel. The goal of NLProfiel is to establish one
standard for advertisers and transparency towards the
consumer. By doing this, NLProfiel intends to add value to
the data that they collect in a GDPR compliant way.
Since February 2018, Google automatically blocks ads in the
Chrome browser that do not meet the conditions of the
Coalition for Better Ads. In contrast to the industry-feared
AdBlock Plus or uBlock, only a small proportion of
advertising is expected to be blocked. Hence, there is little
resistance against Chrome’s ad blocker.
Source: https://www.adformatie.nl/media/de-persgroep-sanoma-en-tmg-nl-profiel | https://www.emerce.nl/nieuws/adblocker-chrome-gaat-vandaag-live

Virtual Reality & Augmented Reality
Almost a fifth of the Dutch (19%) sometimes use VR to enter a different
world. In addition, one in six (17%) sometimes use Augmented Reality
(AR) with which they can, for example, play Pokémon Go or see how
furniture would look in their house.
Facebook – Oculus Go
VR and AR are far from reality for everyone
Google released the first version of ARCore and Google Lens in
February 2018. Google Lens is an image recognition application. With
platform ARCore people can develop Augmented Reality applications.
Google ARCore is the counterpart of Apple's ARKit.
ARCore Google
At the beginning of 2018, Facebook launched a new VR headset called
‘Oculus Go’. The Oculus Go is a cheaper alternative of the original
Oculus Rift and is completely wireless. This VR headset is intended as
an entry-level model and costs € 219.
Source Ruigrok NetPanel, What’s happening online? 2018, N= 2,516 | https://www.bright.nl/nieuws/artikel/3923016/nieuwe-vr-bril-van-facebook-gericht-op-groot-publiek |
https://www.androidplanet.nl/nieuws/google-arcore-gelanceerd-google-lens/

33%
14%
15%
37%
42%
14%
18%
38%
46%
17%
20%
41%
44%
16%
20%
40%39%
14%
17%
37%
43%
18%
20%
39%
49%
23% 24%
45%
Social Networks Buying/selling Streaming video Searching for info
2012 2013 2014 2015 2015 II - 2016 I 2017 2018
All online activities increased in 2018 compared to previous years
Online activities done ‘often’ – across time
Source: NPDM 2012 to NPDM 2018 , NL 13+

Activities across platforms are more or less similar, although
popularity differs slightly. Shopping is more popular on desktop,
but social media and search are present in top 3 of all devices.
Source: GlobalWebIndex, 2018 HY1, Base Internet Users NL16+ (N= 1300), Have done in the past month
47%
48%
49%
55%
56%
60%
63%
68%
72%
77%
Used a webmail service to access,
read or send emails
Uploaded / shared a photo
Used an internet banking service
Checked the weather online
Used a map or directions service /
app
Visited a news website / app /
service
Watched a video clip or visited a
video-sharing site
Visited / used a search engine
Used a chat or instant messaging
service / app
Visited / used a social network
Top 10 - Mobile
44%
47%
51%
52%
57%
58%
61%
68%
75%
86%
Used an online encyclopedia
such as Wikipedia
Visited a news website / app /
service
Purchased a product online
video-sharing site
Used a webmail service to
access, read or send emails
Searched for a product or service
you want to buy
Visited an online retail site or
store such as Amazon
Top 10 - PC / Laptop
15%
15%
16%
17%
17%
22%
23%
28%
34%
35%
Checked the weather online
Used a chat or instant messaging
service / app
Searched for a product or service you
want to buy
Used a webmail service to access,
read or send emails
Visited an online retail site or store
such as Amazon
Visited a news website / app / service
video-sharing site
Top 10 - Tablet

In 2017, the # of apps stabilizes at 28 (mobile) and 24 (tablet)
0
10
20
30
40
50
Smartphone
Average number of mobile apps
2011 2012 2013 2014 2015 2016 2017
0
10
20
30
40
50
Tablet
Average number of tablet apps
2011 2012 2013 2014 2015 2016 2017
Average # of apps on
mobile in 2017: 28
Average # of apps on
tablet in 2017: 24

Google is leading in terms of reach
No. Top 10 brands Average monthly reach
1 Google (excl YT) 91.2 %
2 Facebook 86.6 %
3 Google Search 85.9 %
4 YouTube 82.9 %
5 Google Maps 75.5 %
6 WhatsApp Messenger 69.6 %
7 Bol.com 68.9 %
8 Gmail 61.7 %
9 Marktplaats 59.7 %
10 Facebook Messenger 58.0 %

Google, Facebook and YouTube dominate the Top 10 apps,
especially on tablet
32.3
34.8
35.6
43.1
45.6
53.3
53.9
61.9
63.1
69.4
Marktplaats
Bol.com
Gmail
Google Search
Facebook Messenger
Google Maps
YouTube
Facebook
Google (excl YT)
WhatsApp Messenger
Overall top smartphone apps
Phone Reach %
19%
20%
20%
22%
24%
25%
27%
41%
41%
43%
NOS
Marktplaats
Gmail
Bol.com
Facebook Messenger
Google Maps
Google Search
YouTube
Facebook
Google (excl YT)
Overall top tablet apps
Tablet Reach %

Retail (web shops), IT and financial brands are digital advertisers with
the highest reported digital spend, but the registration is limited
No. Brand Category
Gross spend 2018 HY1
1
Coolblue.nl Retail € 29,036,648
2 Bax-Shop.nl Retail € 18,559,565
3
Regiobank Financial € 12,379,499
4
Appnexus IT/Software € 8,417,770
5
Hallmark Retail € 5,572,401
6
Findio Financial € 5,405,352
7
Campina Dairy products € 5,327,413
8
Grammarly IT/Software € 4,852,671
9
D-Reizen Travel € 4,813,133
10 Wix IT/Software
€ 4,542,685
Source: Nielsen, Gross spend 2018 HY1

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

59% of all digital ads are in view and 39% are in view for at least 5
seconds (Quality View).
DMA Institute is an international digital media
auditing and quality assurance service empowering
digital leaders and 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: DMAI Year End 2016 + 2017 Visibility Benchmarks *In View: impression that has been in view for longer than 1 second. ** Quality View: an impression that has been in view for longer than 5 seconds.
0%
10%
20%
30%
40%
50%
60%
70%
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017
DMA visibility benchmarks
In View* Quality View*

Search Advertising: SEA vs. SEO
Paid Search Results
(SEA)
Organic Search Results
(SEO)
Rich snippet
(SEO)
Google Shopping
(SEA)

New ways to search by voice and image
Source: Global Web Index: 2018 HY1, base: All adults 16+ (N= 978)
13,7%
used voice search or
voice command tools
In last month

The usage of ad Blockers is slightly increasing over time,
especially among older people.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Total 16-24 25-34 35-44 45-54 55-64
Using services such as Ad Block in the past month
2014 2015 2016 2017 2018 HY1

Strong growth figures for online consumer spends and purchases
8,200 9,000 9,800 10,600
13,730
16,090
20,060
22,500
6
7
8
9
10
11
12
13
14
0
5,000
10,000
15,000
20,000
25,000
€billions
Online shopping spend People buying online
+10% +9%
+8% +30%
+17%
E-commerce
+13%
Top 5 branches increase in online spend Q1 2018
18%
18%
23%
34%
42%
Event tickets
Consumer Electronics
Health & Beauty
Toys
Food/Nearfood
Source: Thuiswinkel Marktmonitor Q1 2018 | https://www.thuiswinkel.org/nieuws/3759/q1-2018-goed-voor-6-25-miljard-aan-online-aankopen
Online spends Q1 2018: 6.25 billion (+ 13%)
Forecast 2018: 26.3 billion (+17%)
Number online purchases Q1 2018: 51.98 million (+ 17%)
+25%
millions

MCP: On the Go
On average people spend one hour per day
On the Go. Time spent On the Go is stable
over the years but the possibilities for brands
to get in contact with consumers during these
moments are increasing. This is mostly due to
increased smartphone and mobile
Internet penetration, but also due to new and
innovative digital OOH media solutions.

Trends and developments
The municipality of Utrecht granted the
concession to place OOH objects to
RBL and ClearChannel. The
concession is for 15 years and consists
of 1.670 analogue and 60 digital sides
in the city center.
Exterion Media obtained the
concession for Groningen for the next
10 years and now has an exclusive
position. Exterion will expand its digital
position further in the city.
In the center of Amsterdam JCDecaux
started a pilot with Moodvertising, which
should enable advertisers to tap into the
actual state of mind of consumers. On
the basis of facial expressions, emotions
and body language sensors in the digital
screens are able to distinguish human
emotions. Since Moodvertising does not
store data it complies with privacy
regulations.
Source: | https://www.marketingtribune.nl/media/nieuws/2018/07/clear-channel-en-rbl-winnen-outdoor-concessie-utrecht/index.xml https://nederlandsmedianieuws.nl/outdooradvertising/outdoor-advertising-
nieuws/Exclusieve-concessie-Groningen-voor-Exterion-Media/ https://nederlandsmedianieuws.nl/outdooradvertising/outdoor-advertising-nieuws/JCDecaux-introduceert-Moodvertising-real-time-adverteren-op-basis-
van-actuele-emoties/

Factsheet Outdoor
Source: VivaKi, June 2018
Publisher Objects Location
JCDecaux Ad shells/6s, billboards, digital screens, odd-sized objects, trams, ferryboat Bus and tram stations, streets
ExterionMedia Ad shells/6s, billboards, digital screens, buses/trams, railway stations, posters and screens
in shopping centres, touchscreens
Street, shopping areas, public transport stations
Clear Channel Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations, digital
screens
Street, schools, highway, tube- and parking
Interbest Masts near highways Highways
Centercom (digital) Posters in supermarkets, special columns, A0,A1, A2 frames Streets, supermarkets
MMD Media Shelters, digital screens, billboards, busses, airports, petrol stations Street, transport – airports, petrol stations
Hillenaar Outdoor Ad shells/6s, billboards, digital screens, masts, megaboard, TenQ Streets, highway, schools
OOHA Media Masts, LED masts Streets, highway
Blowup Media Scaffolding large formats & digital screens large format Streets
Schiphol Media Big variety of media at Schiphol Airport Amsterdam Airport
OV Media Buses, A3 posters in buses Buses, tram
Altermedia Toilet ads, taxi ads and truck ads, cars, beer mats Leisure indoor and public transport
Boomerang Media Toilet ads, Freecards, beer mats Leisure indoor horeca
NGage Digital screens large format, NS and streets, digital screens in buses Public transport stations, streets, busses

Total reach per vendor is highest for age group 20-34. JCDecaux
is dominant in billboard advertising.
69%
77% 78%
68%
64%
59%
67%
74% 77%
68%
62%
57%
69% 72% 74% 71% 68%
61%
24% 27% 28% 25% 23% 21%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Shelters
Exterion 5,583 sides)
JCDecaux (10,348 sides)
Clear Channel (8.092 sides)
MMD (660 sides)
31%
38% 39%
29% 29% 28%
59% 60% 63% 61% 61%
52%
38% 40% 40%
35% 36%
32%
8% 9% 10%
8%
8% 8%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Billboards*
Exterion (1.064 sides)
JCDecaux (721 sides)
Clear Channel (378 sides)
MMD 92 (sides)
Source: BRO, Jun 2018, database version CAFAS 21.1 | Reach is based on total sights per vendor. |* From Q4 2017, Exterion has digital screens in stead of billboards.

0%
10%
20%
30%
40%
Share of gross media spend OOH
2014 2015 2016 2017 HY1 2018
Outdoor market is dominated in spend by 4 main players.
Share of JCDecaux and Interbest is growing
Source: Nielsen, HY1 2018. Gross spend for out of home only.
Others

Outdoor advertising shows pretty stable levels of ad spend through
the year. Higher spend in 2018 compared to previous years.
Source: Nielsen, 2014 – 2018 HY1, Gross spend only
0
10
20
30
40
50
60
70
Outofhome
grossmediaspendinmillions
Out of Home Seasonality
2014 2015 2016 2017 2018
Total Spend 2018 HY1 : €269,381,304
Total Spend 2017 HY1 : €245,584,506
Total Spend 2016 HY1 : €239,864,323
Total Spend 2015 HY1 : €230,633,177
Total Spend 2014 HY1 : €249,638,350

Brand Category Gross spend 2018 HY1
1 McDonalds Fastfood € 5,473,951
3 Lidl Retail € 4,097,157
4 Tele2 Telecom € 3,728,506
5 Simpel Telecom € 3,667,661
7 About You Retail € 3,115,028
8 Promovendum Insurance € 3,045,208
9 Heineken Alcohol € 2,969,226
10 Mercedes Benz Automotive € 2,947,675
Source: Nielsen, 2018 HY1. Gross spend only.
McDonald’s has the highest gross media spend within OOH
advertising. Telecom companies are strongly represented in top 10.

Street shelterMast Billboard
Standard formats

Aerial advertisingScaffold Sampling
Alternative formats I

Alternative formats II
Public transport Street objects Toilet advertising

Share of Spend for Digital Out of Home is around 10%
89%
11%
2017
OOH DOOH
91%
9%
2016
OOH DOOH
It is expected that the increase in
gross spends will continue in 2018.
PwC Outlook predicts that in 2019 the
share of spends of DOOH will rise to
40% of the total OOH market.
Source: Nielsen 2015-2017, Gross OOH spends | PwC Global entertainment and Media Outlook 2017-2021
Gross media Spend

MAAIKE
DE VRIES
Insights & Data Director
maaike.de.vries@starcomww.com
This media landscape presentation will be updated every quarter. For comments & questions, please contact the Starcom Insights & Data team.
MARJO
VAN DEN AKKER
Sr. Insights & Data Consultant
marjo.vandenakker@starcomww.com

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).
The Media Standard Survey is used for weighting.
The television audience measurement provides information on how many people
watched a program, when they watch tv 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 representative for the Netherlands.
Ratings are reported minute-by-minute for channels received in the Netherlands
independent of the way their signal is distributed.
Source: www.kijkonderzoek.nl

CENSUS DATA
By using VAST
technology for online
video (IAB standard).
Incl. Desktop, Mobile and Tablet
PANEL DATA
Who is watching?
What is % reach?
DATA FUSION
ONLINE VIDEO TOTAAL(RTL, NPO, SBS only)
TV TOTAL (Linear & non-linear; via TV screen)
Existing
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 Video Total (TV +
Online Video) SKO measures census data for online
video and combines this with panel data to calculate
the Online Video Total. Video Total was launched in
April 2017.
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

Digital audience measurement
In 2015, de Verenigde Internet Exploitanten (VINEX)
and Stichting KijkOnderzoek (SKO) have started het
Nederlands Online Bereik Onderzoek (NOBO).
NOBO, run by Kantar TNS, is the new currency for
digital reach in 2016. NOBO is a collaboration
involving more than twenty major media companies.
Participating online media are provided with a tag. To
also include global players like Facebook, NOBO has
built-in an additional module that can report non-
tagged sites.
NOBO is linked to SKO for online video. Also NOM is
involved for digital reach of magazines and
newspapers.
DAM
Source: GfK April 2017 | http://www.adformatie.nl/nieuws/nederlands-bereiksonderzoek-nobo-officieel-van-start
There are two providers of digital audience ratings in the Netherlands: DAM and NOBO.

Radio audience measurement
NLO is a non-profit organization, organized as a Joint Industry Committee (JIC). The radio audience
ratings are based on a log of a panel of 7,500 respondents. The Media Standard Survey is used for
weighting.
NLO has developed a new technique for measuring listening behavior. A portable electronic device with
audio-matching technique will eventually replace the Radiolog. The new technique calculates radio reach
per minute instead of per 15-minute interval. The release date is not announced yet.
Source: NLO press release | 3 April 2017
‘Nationaal Luister Onderzoek’ (National Listening Research) is the primary
provider of the official radio audience ratings in the Netherlands.

Print audience measurement
NOM (Nationaal Onderzoek Multimedia) is responsible for carrying out and reporting
the national readership figures for daily newspapers and magazines. It reports
average issue readership (AIR), which is a currency for newspapers and magazines in
The Netherlands. From 2015, NOM also reports the average circulation figures and
digital census data of newspapers, magazines and business magazines.
Source: http://www.nommedia.nl | 21st April 2017
NOM is organized as a Joint Industry Committee (JIC), and was founded in 2001.
In addition to the print currency, NOM also conducts a follow-up survey, asking about brand &
product usage as well as a host of lifestyle questions and various areas of interests and hobbies.
The combined survey, called NPDM, includes the print data as well as social demographic- and
lifestyle data and media usage. The data is based on 19,000 respondents (NL 13+) and weighted to
be nationally representative. It is published ones a year via a special software package.
In 2017, NOM launched a new product: NOM Mediamerken which reports the combined reach of
print and online of news media and magazines.

Out of home audience measurement I
‘Het Buitenreclame Onderzoek’ (BRO) is the primary provider of the official OOH
audience ratings in the Netherlands. With the launch of BRO in 2011, the new
currency for audience measurement was avaliable for OOH: VAC, the visibility
adjusted contact.
Source: Het Buitenreclame Onderzoek, 21st April ‘17
VAC is based on multiple data sets regarding people,
movement and object classification:
Measuring of all traffic (Mobiliteitsonderzoek Nederland;
Field research to travel behaviour (TNS);
Inventory and classification of street objects;
Differentiates visibility between location of objects (near
pathway, railway stations, shopping centres,
supermarkets, parking garages, petrol stations and traffic
advertisement).

Out of home audience measurement II
For measuring all traffic TNS has carried out a travel survey
over a period of nine months (N=10.637). The ‘Gouden
Standaard 2010’ is used for weighting. For this study the
Netherlands has been divided into 30 regions, each one
around a city with at least 75,000 inhabitants. Each of the
individual regions/media owner packages can be analysed via
specialist software developed by BRO: Cafas. Pre-defined
male/female target audiences (13-75 years old) can be used.
Source: Het Buitenreclame Onderzoek, 2nd september ‘15

Cinema audience measurement
Commissioned by the ‘Nederlandse Vereniging van Bioscopen en Filmtheaters (NVBF)’ and
‘Filmdistributeurs Nederland (FDN)’, ‘Stichting Filmonderzoek’ periodically studies the range of
cinemas /movie theatres, the frequency of visits and the market share of Dutch cinema visitors. This
provides insight into cinema behavior of the Dutch population.
For the ‘bioscoopmonitor 2016’, quarterly fieldwork took place among a core group of panel members
(N= 11,422) of CentERdata and young panel members of LISS panel.
The panel members were asked whether – and if so, how often – they have been visited the cinemas
and/or movie theatre in the previous quarter and whether they have visited a Dutch movie.

Media:tijd & Crossmedia:tijd
Media:tijd is the most recent study released in Q2 2016 and covers time spend of Tuch consumers in 2015. The first
release was in 2014 (data of 2013).
Media:tijd is a collaboration between:
Since Q2 2015 Crossmedia:Tijd is available. Crossmedia:Tijd is a
fusion of data from multiple reach and time spend currencies:
Source: Media:tijd 2015
(9 september – 11 oktober 2013)
(1 juli 2012 – 30 juni 2013)
(1 juli 2012 – 30 juni 2013) (28 april 2014 – 26 mei 2014)
(26 augustus – 17 november 2013)
The Crossmedia:Tijd study enables to create campaign scenarios
by using cross media reach.
BRO (JIC out of home reach measurement) has announced that
the OOH reach study will also be part of the next Crossmedia:Tijd
data fusion.

Nielsen
Ad spend measurement
Nielsen measures the gross ad spend in more than 1,300 individual channels / titles in 10
media types:
 Television
-Spot and billboards
 Radio
-Spot
 Internet
- Display (desktop, tablet, smartphone)
- Video (desktop, tablet, smartphone)
 Consumer magazines
 Newspapers
- National and local
 Consumer magazines
 Trade magazines
 Out of home
 Cinema
 Door drops
 Direct mail
The ad spend calculation is based on rate card. Discounts or special price agreements
are not taken into account to ensure a fair comparison of the media pressure between
brands and media. The ad spend data is updated twice a week.

Dutch media landscape 2018 Q2 update by Starcom

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