Media investments from January to September 2015 have decreased slightly by 0.2% compared to the same period in 2014, with notable growth in the last three months led by sectors such as culture, tourism, leisure, and sports. TV and outdoor advertising saw increases, while investments in free sheets and internet declined significantly. Overall, major advertisers like Procter & Gamble and Colruyt increased their spending, while others like Coca-Cola and Proximus reduced theirs.

1. Overview January – September 2015
MEDIA INVESTMENTS

2. Media investments for January-September 2015 compared to January-
September 2014 are balanced (-0,2%) thanks to the positive evolutions of the
last three months (+5% June, +3% July & +13% August).
Culture, Tourism, Leisure & Sports is the sector where money is the most
invested. Followed by Retail, Food, Transport & Services.
Executive Summary
Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.
Top 3 advertisers
Top 3 brands

3. Overview
2014
2015
-0,2%
Jan-Sep
Source : Nielsen, Gross Investments, Adstat, 2014 & 2015.
-5% -6% +5% -5% -5% +5% +3% +13%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2014 274.699.579 258.076.823 329.002.892 324.290.456 340.828.768 305.453.242 217.443.914 198.798.761 386.044.766 388.651.371 365.766.113 377.253.867
2015 261.117.603 242.132.463 345.302.017 309.165.855 323.938.433 320.478.104 224.697.732 224.269.439 379.487.260
0
50.000.000
100.000.000
150.000.000
200.000.000
250.000.000
300.000.000
350.000.000
400.000.000
450.000.000
-2%

4. Media Mix
Evolutions in % points ?
• Increase for TV (+3,0%) & OOH (+0,3%)
• at the expense of Dailies (-1,0%), Internet (-0,8%), Radio (-0,5%),
Free Sheets (-0,5%), Magazines (-0,4%) & Cinema (-0,1%).
Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.
22% 21%
7% 6%
3% 3%
37% 40%
14% 14%
1% 1%
9% 9%
6% 6%
YTD 2014 YTD 2015
Internet
Outdoor
Cinema
Radio
TV
Free Sheets
Magazines
Daily Press

5.  -6% global decrease in 2015 vs 2014 but stability of the
 TV & Dailies have the biggest share of investments. investments
-0,2%
• Heavy decrease of investments for Free sheet (-18%) & Internet (-13%).
• Increase of investments for TV (+8%) & Outdoor (+4%).
TV & Dailies are still the most invested media
Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.
Media YTD 2014 YTD 2015 2015 vs 2014
TV 982.107.579 1.059.889.018 +8%
Daily Press 590.932.602 562.912.004 -5%
Radio 370.597.972 355.722.506 -4%
Outdoor 237.626.931 246.000.530 +4%
Magazines 180.839.346 170.981.341 -5%
Internet 166.835.233 144.945.409 -13%
Free Sheets 80.172.542 65.982.948 -18%
Cinema 25.526.995 24.155.149 -5%
Grand Total 2.634.639.201 2.630.588.906 -0%

6. Seasonality
 -6% global decrease
in 2015 vs 2014 but
stability of TV &
Dailies have the
biggest share of
investments. All
media suffered
decreasing
investments
• In September 2015 vs
2014, all media are
down except TV and
Cinema.
• Internet, Outdoor,
Radio & TV are growing
during the summer.
Source : Nielsen, Gross Investments, Media evolution in %, Adstat, JAN-SEP 2014 & 2015.
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Jan Feb Mar Apr May Jun Jul Aug Sep
Daily Press
Magazines
Free Sheets
TV
Radio
Cinema
Outdoor
Internet
Grand Total

7. Top 10 economic groups
+7% +7%-10%-4% -6% +18% -2%+15%+3% -3%
• Top 3 : Culture, Retail & Food.
• Noticeable increase for Home-Office Care (+18%) & Home-Office Equipment (+15%).
• Important decrease for Services (-10%).
Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.
Culture, Tourism,
Leisure & Sports
Retail Food Transport Services Beauty - Hygiene Telecom
Home - Office
Equipment
Home - Office
Care
Health -
Wellbeing
YTD 2014 675.400.605 431.395.071 327.089.071 294.320.498 311.660.186 160.632.931 133.499.647 102.790.597 61.782.669 59.906.985
YTD 2015 647.275.536 444.433.545 348.930.367 285.199.881 279.976.002 172.443.651 126.036.797 117.726.786 72.787.443 58.837.476
0
100.000.000
200.000.000
300.000.000
400.000.000
500.000.000
600.000.000
700.000.000
800.000.000

8. Top 10 advertisers
 -6% global decrease in 2015 vs 2014 but stability of the mediamix.
 TV & Dailies have the biggest share of investments. All media suffered decreasing
investments
• Procter&Gamble at the top 10 with +26% more invested than last year.
• Positive trend for Colruyt (+30%), Procter&Gamble (+26%), Mediahuis (+10%), Reckitt&Benckiser
(+9%), Unilever (+8%), De Persgroep (+3%) & Daimler Benz (+1%).
• Coca-Cola (-5%), Proximus (-3%) & D’Ieteren Auto (-3%) decreased their investments over that period.
Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.
Proximus and Belgacom investments were cumulated.
Mediahuis, Concentra & Corelio were cumulated.
Reckitt & Benckiser Homecare & Healthcare were cumulated.
+9% -3%-3%+26% +10% +3% +1%+30%+8% -5%
PROCTER &
GAMBLE
UNILEVER BE
RECKITT &
BENCKISER
COCA-COLA BE
D'IETEREN
AUTO
PROXIMUS MEDIAHUIS COLRUYT DE PERSGROEP DAIMLER BENZ
YTD 2014 54.058.935 52.992.913 49.702.991 51.332.574 48.607.557 43.102.253 33.926.469 20.340.568 22.849.068 21.456.924
YTD 2015 68.153.116 57.402.933 54.382.382 48.860.404 47.117.781 41.692.692 37.391.735 26.432.345 23.461.943 21.639.336
0
10.000.000
20.000.000
30.000.000
40.000.000
50.000.000
60.000.000
70.000.000
80.000.000

9. Top 10 brands
 -6% global decrease in 2015 vs 2014 but stability of the mediamix.
 TV & Dailies have the biggest share of investments. All media suffered decreasing
investments
• Colruyt leading the top 10 with +30% invested compared to 2014.
• Also increasing their investments : Delhaize (+83%) & Coca-Cola (+24%).
• Negative trend for Proximus (-26%), Voo (-13%), VW (-11%), Mercedes-Benz (-11%) & Renault (-6%).
Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.
+24% -11%+1%+30% -13% +83% -6%-11%-26% +1%
COLRUYT PROXIMUS COCA-COLA MOBISTAR TELENET VW VOO
MERCEDES -
BENZ
DELHAIZE RENAULT
YTD 2014 18.474.787 31.915.227 16.971.705 20.366.656 18.686.514 20.234.454 20.285.588 19.047.068 9.257.116 17.759.341
YTD 2015 24.098.909 23.695.401 21.018.661 20.475.921 18.850.512 17.917.371 17.560.566 16.983.756 16.897.083 16.641.692
0
5.000.000
10.000.000
15.000.000
20.000.000
25.000.000
30.000.000
35.000.000

10. THANK YOU
Any questions ? 2MVDC.belgium@havasmedia.com