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Dutch media landscape 2016 Q2 update by Starcom

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An overview of the Dutch media landscape, which we will update every quarter

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Dutch media landscape 2016 Q2 update by Starcom

  1. 1. 1 Dutch media landscape Starcom NL Q2 2016 UPDATE
  2. 2. 2 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!
  3. 3. 3 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
  4. 4. 4 The Netherlands General stats & figures
  5. 5. 5 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
  6. 6. 6 -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 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
  7. 7. 7 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)
  8. 8. 8 Overall media and consumer stats & figures
  9. 9. 9 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
  10. 10. 10 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
  11. 11. 11 Trends
  12. 12. 12 10 trends for consumers in 2016 Agnostic shoppers They are less bothered about labels and recognized products. These consumers flit between shops and products in their search for value and novelty, presenting a challenge for brands that 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. Change makers 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.
  13. 13. 13 5 tech trends to watch in 2016 Drone improvements allowing for professional video capturing 3D colored retail holograms could change in-store displays Opening Virtual Reality theatres could create marketing possibilities for VR Connected home & self provides new data points and e-commerce services to brands AIl personal assistants will be invaluable in helping marketers read human emotion and intuition Source: SMG trends and insights from CES 2016
  14. 14. 14 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
  15. 15. 15 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
  16. 16. 16 Overall digital forecast More than 38% of advertising spend will be Digital in 2018 Programmatic will make up more than 50% of all digital display advertising in 2015 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 | eMarketer Key Digital Trends for 2015, Dec 2014
  17. 17. 17 Media spend
  18. 18. 18 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 to net spend can be quite significant. In the gross spend reporting Online spend is not fully reported. For example, search, social media advertising and prerolls are 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 (spend collected by interviewing Dutch marketers) | Note: For online only net spend is available.
  19. 19. 19 Despite the economic recovery, media spend in 2016 Q2 is 3% less when compared to 2015 Q2. 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 €millions Gross media spend -3% YoY+1,3% YoY +5,3% YoY -0,8% YoY-4,7% YoY Source: Nielsen, 2011 – 2016 Q2 | Note: gross online spend not included.
  20. 20. 20 From 2015 Q2 to 2016 Q2 only TV shows growth (+8%) in media spend. Newspaper spend declined by 36% 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 Q2 2016 Q2 Source: Nielsen, 2012-2016 Q2 | Note: gross online spend not included.
  21. 21. 21 TV share of gross media spend is increasing from 2015 Q2 to 2016 Q2 mainly due to a decline in newspaper spend. 18% 17% 16% 16% 16% 10% 7% 7% 6% 4% 3% 2% 2% 2% 2% 2% 2% 2% 10% 7% 7% 7% 7% 7% 7% 6% 5% 5% 5% 5% 9% 10% 10% 11% 11% 11% 48% 49% 52% 54% 56% 62% 1% 1% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 2015 2015 Q2 2016 Q2 Media mix Trade Press TV Radio Consumer Magazines Out Of Home Door Drops Direct Mail Newspapers Cinema Source: Nielsen, 2012-2016 Q2| Note: gross online spend not included.
  22. 22. 22 Total net spend decreased with 0.2% in 2015 (vs 2014). Internet has a bigger share than audiovisual 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
  23. 23. 23 The online display advertising spend through programmatic channels increased by 19% in H2 2015, totalling €104m in revenues. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 20 40 60 80 100 120 2013-H1 2013-H2 2014-H1 2014-H2 2015-H1 2015-H2 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 2015, March 2016
  24. 24. 24 9% 13% 11% 15% 13% 19% 18% 18% 16% 17% 16% 16% 15% 18% 14% 16% 12% 14% 57% 52% 58% 52% 59% 51% 2013-H1 2013-H2 2014-H1 2014-H2 2015-H1 2015-H2 Allocation of display revenue per format Video Text links/Other Interruptive Embedded (e.g. banners) Video shows the largest growth of all display formats in 2015. Over the years the revenue of the interruptive format is decreasing. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2015, March 2016
  25. 25. 25 Growth in net media spend is predicted mainly due to a steady rise in online spend 4.184 3.867 3.649 3.720 3.796 3.875 3.949 3.200 3.400 3.600 3.800 4.000 4.200 4.400 2011 2012 2013 2014 2015 2016 2017 €millions Forecast net spend 0,8% -5,0% -3,2% 2,5% 2,8% 3,1% 3,1% -6% -3% 0% 3% 6% Forecast net spend Change (%) to previous year - 500 1.000 1.500 2.000 Newspapers Magazines TV Radio Cinema Outdoor Internet €millions Net spend per medium type 2011 2012 2013 2014 2015 2016 2017 Source: ZOG Adspend Forecast Netherlands – March 2015 (1980-2017)
  26. 26. 26 According to the IAB, Dutch online advertising increased by 8% in 2015 compared to 2014, with a total of €1512 million in 2015 41% 15% 44% Display Classifieds Search Total online ad spend 55% 16% 16% 13% Embedded Other & text links Video Interruptive Online display spend Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2015, March 2016 2015 €1512m 2015 €615m
  27. 27. 27 Top 10 advertisers in Q2 2016 dominated by FMCG and retail No. Advertiser Category Gross spend Q2 2016 1 Unilever FMCG € 49,406,497 2 Renault Nissan Automotive € 26,308,915 3 Reckitt Benckiser FMCG € 25,633,964 4 Albert Heijn Retail € 23,765,151 5 Kruidvat Retail € 22,810,805 6 Procter & Gamble FMCG € 21,528,073 7 Vodafone Telecom € 21,428,609 8 Beiersdorf FMCG € 19,225,471 9 Jumbo Retail € 18,690,894 10 Lidl Retail € 16,899,925 Source: Nielsen, Q2 2016 | Note: gross online spend not included
  28. 28. 28 Top 10 brands in Q2 2016 is dominated by retail brands No. Brand Category Gross spend Q2 2016 1 Albert Heijn Retail € 23,726,151 2 Kruidvat Retail € 20,948,526 3 Jumbo Retail € 18,690,894 4 Lidl Retail € 16,899,925 5 Renault Automotive € 16,327,823 6 Nivea FMCG € 15,868,261 7 Plus Retail € 14,587,803 8 Samsung Technology € 14,131,092 9 Ziggo Telecom € 13,363,991 10 Staatsloterij Lottery € 13,275,675 Source: Nielsen, Q2 2016 | Note: gross online spend not included.
  29. 29. 29 In 2015, total sponsor spend of the top 100 sponsors decreased slightly with 3% 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.)
  30. 30. 30 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 is 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.
  31. 31. 31 Ziggo is entering the top 10 sponsors and shows the biggest increase compared with 2014. This can be explained by the brands’ 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)
  32. 32. 32 Time spend
  33. 33. 33 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) | Note: media consumption not combined with any other activity
  34. 34. 34 Watching and listening (online or offline) 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
  35. 35. 35 Media consumption is high throughout the day but shows strongest peak in the evening; listening in daytime, watching in the evening 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 Source: Media:tijd 2015, base: all adults 13+ (N=2,953)
  36. 36. 36 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 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 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) Time spent online is increasing over the years, with TV and Radio remaining steady Source: NPDM releases: 2010 I – 2010 II to 2015 I – 2015 II, base: All adults 13+ (N= 17.171) 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 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
  37. 37. 37 Device ownership & usage
  38. 38. 38 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
  39. 39. 39 All age groups are becoming more mobile. Across all groups an increased tablet penetration is clearly noticeable over the years. 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)
  40. 40. 40 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 late on the evening. Time spent on both tablet and mobile increased significantly from 2014 to 2015. Source: Media:tijd 2014, base: 13+ (N=2,989) | Media:tijd 2015, base: 13+ (N=2,953)
  41. 41. 41 Watching TV still most popular via traditional TV set. However, popularity for laptop, tablet and mobile is growing. Internet use via mobile has surpassed PC/desktop and is now 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 isn’t asked for each medium type)
  42. 42. 42 Digital stats
  43. 43. 43 Percentage of Dutch population using social networks, mobile internet and tablets is still growing strongly 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Media penetration in the Netherlands, 2011 - 2014 2011 2012 2013 2014 Source: The global media intelligence report (September 2015) – eMarketer & SMG
  44. 44. 44 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
  45. 45. 45 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+. | Note: Since 2015, the diverse category is reported differently
  46. 46. 46 Google and Facebook are leading in terms of reach across all platforms No. Top 10 brands Average monthly reach* Compared to Q1 2016 1 Google (excl YT) 88% 2 Facebook 83% 3 Google Search 78% 4 YouTube 74% 5 Google Maps 64% 6 Whatsapp Messenger 61% 7 Marktplaats 60% 8 Nu.nl 56% 9 Facebook Messenger 56% 10 Gmail 53% Source: GfK DAM, base: 13+, average monthly reach Q2 2016 (all platforms)
  47. 47. 47 For smartphone, WhatsApp Messenger is the most successful in terms of reach. Facebook and Google have high reach for both smartphone and tablet. 28% 29% 33% 40% 41% 43% 44% 55% 58% 61% Gmail Marktplaats Nu.nl Google Maps YouTube Facebook Messenger Google Search Google (excl YT) Facebook WhatsApp Messenger Overall top smartphone apps Phone reach % 19% 19% 20% 23% 26% 26% 29% 33% 44% 44% NOS Buienradar Google Maps Nu.nl Marktplaats Facebook Messenger Google Search YouTube Google (excl YT) Facebook Overall top tablet apps Tablet reach % Source: GfK DAM, base: 13+, average monthly reach Q2 2016
  48. 48. 48 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 Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,151)
  49. 49. 49 Main tablet activities are focused on 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 Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,151)
  50. 50. 50 The smartphone has the highest share of all communication. Communication share of the home phone increases across age groups, while smartphone share decreases. 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 Source: Media:tijd 2015, base: all adults 13+ (N=2,953)
  51. 51. 51 Nu.nl, YouTube and Spotify are the most widely downloaded media apps, both on mobile and 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 Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,151)
  52. 52. 52 Watching
  53. 53. 53 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.
  54. 54. 54 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
  55. 55. 55Source: SKO 2012 – 2016 Q2, 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 Q2: 174 minutes (vs. 181 min. in 2015 Q2). There’s a high drop (-4%) in linear TV consumption from 2015 Q2 to 2016 Q2 (to 152 minutes per day). Watching linear TV is still the norm, but catch-up TV is gaining ground with an average viewing time of 12 minutes per day in 2016 Q2, which is equivalent to 7% of total viewing time. Non-linear viewing mostly happens the same day. 178 175 178 168 158 152 11 11 11 11 11 10 3 4 5 6 6 6 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 Q2 2016 Q2 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 196 195 199 192 181 174
  56. 56. 56 Trends and developments – III SBS Broadcasting will move its Champions League broadcasts from SBS 6 to Veronica. According to SBS, Veronica is more fit to broadcast football and will allow SBS 6 to focus on Dutch productions. Hulu will launch a streaming service for live television as alternative to cable television. Youtube also plans to launch a similar product, called Unplugged. Source: http://www.sanoma.nl/pagina/persnieuws/uefa-champions-league-verhuist-van-sbs6-naar- veronica/?kl=1299&ku=50868&utm_source=SIM&utm_medium=email&utm_campaign=BusinessUpdateExtraSBSnieuws&utm_content=&utm_term=a_1113| http://www.emerce.nl/nieuws/triade- media-blijkt-overgenomen-rtl-nederland | http://spot.nl/hbbtv-nu-klaar-grote-publiek/ | http://www.emerce.nl/nieuws/694912 RTL Nederland has taken-over TV network Triade Media. The added channels of Triade are intended to increase targeting possibilities for advertisers. HbbTV (Hybrid broadcast broadband TV) is ready to be introduced. HbbTV allows viewers to gain more information, chat and play along with TV shows in an interactive environment filled with extra content.
  57. 57. 57 Trends and developments – IV Beauty vlogger NikkieTutorials has the highest PR-value (€ 20 MIO), according to research of Clipit. Even though NikkieTutorials does not have the highest online reach, her influence is determined by the large amount of generated social buzz. During fall 2015, Linda.tv went live. Linda first announced the service to be a paid-on- demand service with the first 6 months being free. However, Linda now decided to make it free as a whole. Linda.tv counted 123.000 subscribers as of march 2016. Source: BrandDeli nieuwsbrief – BrandDeli inkoopinformatie juli 2016, 31/05/2016| http://www.emerce.nl/nieuws/beauty-vlogger-nikkietutorials-grootste-pr-waarde | http://www.emerce.nl/nieuws/nederlandse-virtual-reality-bioscoop-trekt-europa-in | http://www.mediacourant.nl/2016/03/tv-zender-linda-de-mol-blijft-gratis/ 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 Berlin, Munich, Copenhagen, London and Zurich. 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.
  58. 58. 58 32.9 million cinema visitors in 2015 (+7%) €8.37Average price per ticket (+3%) €275.6million in ticket revenue in 2015 Trends and developments – V 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).
  59. 59. 59 STER (Dutch Government) RTL RTL/Triade SBS Broadcasting Source: retriever.nl, Q2 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 Dutch TV channels, with advertising possibilities (I/II)
  60. 60. 60 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, Q2 2016
  61. 61. 61 NPO channels show year-to-year growth, mainly caused by Euro 2016 in Q2 2016. Source: SKO Jan 2014 – 2016 Q2, 02.00-26.00, base: all adults 13+| Note: Full audit channels only. 0% 10% 20% 30% 40% NPO RTL SBS BrandDeli TV market share 2014 2015 2015 Q2 2016 Q2
  62. 62. 62 The biggest channels NPO1, RTL4 and SBS6 all show growth. The biggest growth factor for SBS6 is caused by acquiring Champions League broadcasting rights. Source: SKO 2014 – 2016 Q2, 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 % Market share 2014 2015 2015 Q2 2016 Q2 Other
  63. 63. 63 All BrandDeli channels grew in media spend. NPO1 shows significant growth, influenced by Euro 2016 0 50 100 150 200 250 300 350 €millions Gross media spend per channel Q2 2015 Q2 2016 -30% +41% -4% -7% -43% Source: Nielsen, 2015 Q2 and 2016 Q2. | Note: Only gross spend for TV. | Note: As of January 2016 RTL is also responsible for the advertising on the Triade channels. SBSRTLSTER BrandDeli RTL/Triade Disney +191% +188% +374%
  64. 64. 64 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. Highest spend levels are in spring and fall, with summers relatively quiet. TV vendors all use monthly indices to reflect the seasonality influences in their rate cards. Source: Nielsen, 2013 – 2016 Q2 | Note: Only gross spend for TV. Total spend 2016 Q2: € 1.125.777.073 Total spend 2015 Q2: € 1.040.042.777 Total spend 2014 Q2: € 1.096.635.165 Total spend 2013 Q2: € 913.843.400
  65. 65. 65 When looking at individual brands advertising on TV, supermarket chain Albert Heijn comes out on top. Overall, retail brands dominate the top 10 with 5 brands in total. No. Brand Category TV gross spend Q2 2016 1 Albert Heijn Retail € 19,784,665 2 Jumbo Retail € 16,671,318 3 Nivea FMCG € 15,730,605 4 Kruidvat Retail € 14,478,500 5 Samsung Technology € 12,232,695 6 Plus Retail € 10,920,116 7 Renault Automotive € 9,909,073 8 Staatsloterij Lottery € 9,680,123 9 Lidl Retail € 9,123,034 10 Specsavers Optician € 8,949,434 Source: Nielsen, 2016 Q2 | Note: Only gross spend for TV.
  66. 66. 66 Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile. Also TLC manages to create a clear female profile. Source: SKO, 2016 Q2, all day (02:00 – 26:00), base: all adults 13+
  67. 67. 67 No clear “second screen definition”. Please take a look at two ways in which the “second screen definition” is used. SECOND SCREEN Use of other screen (smartphone, tablet, laptop) while watching TV To interact with the TV programme To do other stuff
  68. 68. 68 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 TV screen, laptop, tablet and/or smartphone. Non-linear TV-viewing (broadcast by traditional broadcasters, i.e. RTL, SBS and Ster) Broadcast via non-traditional broadcasters (i.e. Netflix, Youtube, etc) Also for ‘Video on demand’ the definition is clarified to avoid confusion
  69. 69. 69 Main players – ‘traditional’ non-linear viewing Hard disk recorder ‘RTL XL’ & ‘Kijk’ A selection of TV content from the RTL/SBS channels. 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. 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.
  70. 70. 70 Pathe Thuis (Pathe at Home). Cinema media owner Pathe developed a platform to watch movies at home (pay-per-movie). Available via laptop, tablet 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. Not yet in the Netherlands, but it is likely that in the near future paid channels will also be launched in the Netherlands. 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. In August 2013 RTL took over Videoland. Main players – non-traditional
  71. 71. 71 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.pwc.nl/nl/persbericht/ott-tv-ten-koste-van-lineair-tv-kijken.jhtml http://www.emerce.nl/nieuws/kwartaalcijfers-netflix
  72. 72. 72 Multi-tasking while watching TV is becoming increasingly popular. The most popular activities include e-mailing, checking social networks and chatting with friends. Source: GlobalWebIndex, 2015 Q2 – 2016 Q2, Base: Internet users NL16+ 0% 10% 20% 30% Multi tasking activities Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 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 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016
  73. 73. 73 Gender Multitasker while watching TV: mostly 35-44 years old, medium income and interested in travelling, TV shows/series, sports, health and food/cooking. 51% 49% 21,8% 22,8% 22,9% 17,9% 14,5% 0 50 100 150 0% 25% 50% % Index Source: GlobalWebIndex, 2016 Q2, Base Internet Users NL16+ (N= 801), TA: MultiTasker (N=463) 36% 40% 24% 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
  74. 74. 74 YouTube has by far the highest reach of all VoD channels. Within the “traditional” players, RTL had the highest reach. This changed in July ’15, when Netflix overtook them. Source: GfK DAM, base: 13+, average monthly reach 2015 – 2016 Q2 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 Video on Demand – average monthly reach YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet
  75. 75. 75 Netflix has the highest reach particularly in the 13-19 age group. The total reach of Linear TV viewing is still much 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+, Apr 2016 – Jun 2016 (average monthly reach) | SKO 13+, 13-19, 20-34, 35-49, 50-64, 65+, Apr 2015 – Jun 2015, all day, average monthly reach within the period STER: 94% RTL: 94% SBS: 91% STER: 90% RTL: 91% SBS: 89% STER: 97% RTL: 96% SBS: 94% STER: 100% RTL: 96% SBS: 94% STER: 94% RTL: 93% SBS: 90% STER: 88% RTL: 91% SBS: 84%
  76. 76. 76 TV viewing on tablet or smartphone is increasing in popularity. Netflix is the most popular on-demand media service with 27% of the people using it in 2016 Q2. 19,2% 10,7% 3,1% 18,9% 13,0% 2,9% 21,5% 15,6% 4,6% 21,0% 11,9% 3,4% 27,2% 15,1% 5,6% 0% 5% 10% 15% 20% 25% 30% Netflix RTL XL Videoland Which of the following services have you used in the last month? 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 Source: GfK Trends in Digitale Media (N=1,151) | Source: GWI on-demand media service Q2 2015 – Q2 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
  77. 77. 77 Professional content most popular, both TV as well as other professional content. 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
  78. 78. 78 Catch-up TV has grown significantly. ‘Ik Vertrek’ is the most watched catch-up TV show in 2016 Q2. Date Day Programme Channel Viewers (x1000) 1 22-04-2016 Fri Ik Vertek NPO1 362 2 05-04-2016 Tue De Rijdende Rechter NPO1 310 3 02-04-2016 Sat De Kwis NPO1 275 4 08-05-2016 Sun Familie Kruys RTL4 254 5 22-04-2016 Fri Witse NPO1 243 6 04-06-2016 Sat Beste zangers NPO1 222 7 09-05-2016 Mon Mr Frank Visser Doet Uitspraak SBS6 214 8 23-05-2016 Mon Jacht SBS6 210 9 30-05-2016 Mon Blacklist RTL5 196 10 15-04-2016 Fri Holland’s Got Talent RTL4 191 Source: SKO, trends in uitgesteld kijken via de televisie,+ 02:00-26:00 UUR, 6+, 2016 Q2
  79. 79. 79 #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.
  80. 80. 80 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 | http://www.volkskrant.nl/media/britten-en-belgen-gaan-strijd-met-pathe-aan~a4128460/
  81. 81. 81 In general, an increase of cinema visits is visible in 2015 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/ 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
  82. 82. 82 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 January February March April May June July August September October November December Mediaspend(in€millions) Seasonality cinema (spend & visitors) Average visitors index 2007-2011 2014 2015 2016 Cinema does not have the same seasonality pattern that we see for TV, however generally there is an increase in spend around December. Cinema vendors use monthly indices to reflect the seasonality influences in their rate cards. Source: Nielsen, 2014 - 2016 Q2 | Average seasonality cinema visits Jean Mineur Network 2010-2015 | Only gross spend for cinema
  83. 83. 83 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
  84. 84. 84 The regular cinema visitor is more male and is younger than the non- regular cinema visitor. High social class for both visitor groups. 52% 48% Profile regular cinema visitor* Source: NOM Print & Doelgroep Monitor 2015 I – 2015 II, 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. Profile non-regular cinema visitor* 4% 30% 19% 18% 18% 11% 13-14 (index 148) 15-24 (index 205) 25-34 (index (135) 35-49 (index 73) 50-64 (index 74) 65+ (index 54) Social class % Index A 31% 142 B1 26% 116 B2 22% 108 C 9% 60 D 12% 60 Social class % Index A 27% 123 B1 25% 113 B2 23% 111 C 13% 85 D 12% 61 49% 51% 4% 21% 17% 30% 19% 9% 13-14 (index 164) 15-24 (index 139) 25-34 (index (122) 35-49 (index 122) 50-64 (index 79) 65+ (index 44)
  85. 85. 85 For both 2014 and 2015 the age group 6-15 has the highest reach for cinema Source: Bioscoopmonitor 2015 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
  86. 86. 86 Listening
  87. 87. 87 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.
  88. 88. 88 Trends and developments I 22tracks and Vice will intensify their partnership, with more focus on marketing and creativity. Both parties see the benefits, particularly 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 could potentially become the biggest commercial radio company in The Netherlands. Talpa also holds a minority stake in Radiocorp, which operates radio stations 100% NL and Radio 10. 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://www.emerce.nl/nieuws/bereik-online-radio-nederland-49-procent | http://nieuws.tmg.nl/tmg-kondigt-strategische-samenwerking-met-talpa-aan-op-gebied-van-radio-tv-en-ott | http://www.emerce.nl/nieuws/694063 In the first quarter of 2016, advertising income of radio stations has decreased with 2,4 percent (€46 MIO in total). Despite this drop, the number of advertisers has increased to a total of 1018 (911 last year).
  89. 89. 89 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 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). The Media Exchange supports real time buying for radio spots the same way online display advertisements are bought. Participating radio stations are online theme stations of: 538 Groep, Sky Radio Group, Q-music, Radio 10, 100%NL, Arrow Caz, RTL Lounge, Soul Radio, Candlelight, Slam! , DeepFM, BNR Nieuwsradio, Brute Beats, 18 Hits and Gooisch music. Source: http://radio.nl/807298/veiling-van-radiofrequenties-wat-gaat-er-gebeuren | http://www.adformatie.nl/nieuws/vergunningen-fm-frequenties-met-vijf-jaar-verlengd | http://www.themediaexchange.nl/?mc_cid=b905d536f1&mc_eid=5ced93674c
  90. 90. 90 Dutch radio stations, with advertising possibilities (I/II) STER One Media Sales Sky Radio Group Q-Music NL Source: retriever.nl, Q2 2016
  91. 91. 91 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 Source: retriever.nl, Q2 2016
  92. 92. 92 Big decrease in market share for Classic FM, NPO Radio 2 and NPO3FM, while market share of 100% NL, Sublime FM and BNR Nieuwsradio is increasing. Source: NLO, based on audience of 10+, Note: % is Avg Oct-Nov‘15 vs Apr-May ‘16 0% 5% 10% 15% Market share (%) Oct-Nov 2015 Dec-Jan 2016 Feb-Mar 2016 Apr-May 2016 +4% -13% -7% +15%+4%
  93. 93. 93 Top 3 stations in media spend are Radio538, Q-music and Sky Radio. Radio10 shows the most YoY growth in media spend. 0 5 10 15 20 25 30 35 40 45 50 MediaSpendperStation(inMillions) 2015 Q2 2016 Q2 +58% -35% +40% -54% -44% Source: Nielsen, 2015 Q2 – 2016 Q2 Gross spend for radio only.
  94. 94. 94 0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000 90.000 100.000 January February March April May June July August September October November December 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 Q2 Gross spend for radio only. Total spend 2016 Q2: € 201.646.706 Total spend 2015 Q2: € 206.855.776 Total spend 2014 Q2: € 190.762.619 Total spend 2013 Q2: € 172.318.328
  95. 95. 95 No. Brand Category Radio gross spend in Q2 2016 1 Renault Automotive €6,065,750 2 Kruidvat Retail €4,025,671 3 Lidl Retail €3,359,184 4 Ziggo Telecom €3,313,675 5 Rabobank Finance €3,249,386 6 Volkswagen Automotive €3,037,417 7 Opel Automotive €2,344,132 8 T-Mobile Telecom €2,305,890 9 Vodafone Telecom €2,210,546 10 Bol.com Online retail €2,169,095 When looking at individual brand level in radio spend, the automotive, retail and telecom sectors are represented heavily. Bol.com is the only exclusively online retailer in the top 10. Source: Nielsen, Q2 2016 Gross spend for radio only.
  96. 96. 96 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 (Apr-Jun), 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 and/or classic *100% NL: Dutch Since January 2016, Radio 6 ceased its radio activities. This soul and jazz channel is replaced by NPO Soul and Jazz Female
  97. 97. 97 Desktop and laptop getting less popular for radio usage. TV is the most popular for digital listening. 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. 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
  98. 98. 98 Most time spend on online radio via TV, followed by desktop and streaming. Radio station apps are getting popular, although Spotify is way ahead. No big difference between app download for Phone or Tablet. Source: Trends in Digital Media, GfK Intomart, December 2015, base: All (n=1.151) 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) 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 Source: Trends in Digital Media, GfK Intomart, December 2015, base: owners of tablet and/or smartphone
  99. 99. 99 Streaming music Application-based (laptop & smartphone) music streaming service. 6,8 million free users (1.7 million monthly active). Only 7% of the Dutch are paying for the music streaming provider Spotify. Part of the paid versions are offered through agreements with KPN and T-mobile. Avg monthly reach Q2 2016 21,4% An audio platform that enables sound creators to upload, record, promote and share their originally- created sounds. Avg monthly reach Q2 2016 3,6% Web-based music streaming service. Also available on smartphone (partner with telecom provider T- Mobile). Spot advertising within playlist possible. Avg monthly reach Q2 2016 2,1% Source: Spotify | DAM Q2 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
  100. 100. 100 Reading
  101. 101. 101 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.
  102. 102. 102 Trends & developments – I Telegraaf Media Group (TMG) acquired Amsterdam Fashion Week. Also TMG will establish a new online fashion platform, which aims to build a stronger connection between Amsterdam Fashion Week and the fashion industry. TMG believes that the acquisition enriches its current portfolio (De Telegraaf, Vrouw, Metro) in which visual presentation becomes more important. Vogue launched its first Vogue Living edition in The Netherlands. The glossy aims to provide readers with inspiration for living and home decoration ´with a fashion feeling´. In 2015, other magazines such as JAN and Happinez also launched a living special. A new magazine ‘VEED’, for children between 9 and 15, was launched in May 2016. VEED is like a TV-guide 2.0, for ‘everything you have to watch’ with a focus on YouTube and famous YouTube stars. The creators of the magazine (and app) believe that this so-called streaming generation still wants to read a paper magazine every now and then. . Source: http://uk.fashionnetwork.com/news/Telegraaf-Media-Groep-acquires-Amsterdam-Fashion-Week,695825.html | http://www.bladendokter.nl/wonen-favoriete-glossy/ | http://www.bladendokter.nl/youtube-sterren-kiezen-papier/
  103. 103. 103 Trends & developments – II Medium joins the battle of content distribution by offering 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 successfully competes with popular content platforms such as WordPress 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: : http://www.bladendokter.nl/medium-biedt-uitgevers-platform-en-paywall-aan | https://www.retriever.nl/medianieuws/de-persgroep-nederland-lanceert-adr-nieuwsmedia/
  104. 104. 104 Blendle 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. Source: http://www.nu.nl/media/3913043/blendle-krijgt-3-miljoen-van-new-york-times-en-axel-springer.html; http://tweakers.net/nieuws/102770/blendle-heeft-57000-actieve- gebruikers.html; http://www.emerce.nl/nieuws/blendle-lanceert-btaversie-vs; http://www.wired.com/2016/03/pay-25-cents-read-article-blendle-certainly-thinks/ New media development: pay-per-article/micropayments
  105. 105. 105 Newspapers print circulation dominated by national newspapers 1.515 1.192 426 - 200 400 600 800 1.000 1.200 1.400 1.600 2015 Q2 - 2016 Q1 Moving year average circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets Source: NOM, 2015 Q2 – 2016 Q2 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)
  106. 106. 106 Top 10 ranking Title Newspaper type Total annual paid circulation Q2 2015 – Q2 2016 Total annual circulation Q2 2015 – Q2 2016 1 De Telegraaf National 408,191 462,417 2 Metro Free sheets 0 425,846 3 AD National 332,789 384,587 4 De Volkskrant National 222,471 260,172 5 NRC Handelsblad National 140,586 151,039 6 Dagblad De Limburger Regional 127,300 132,939 7 De Gelderlander Regional 106,810 119,906 8 Trouw National 89,600 106,502 9 Noordhollands Dagblad Regional 98,936 102,715 10 De Stentor Regional 91,606 101,725 Tabloid newspaper De Telegraaf is leading the pack in terms of circulation Source: NOM, Q2 2015 – Q2 2016 annual moving average circulation figures for newspapers. Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.
  107. 107. 107Source: NOM Print & Doelgroep Monitor 2015-I 2015-II, base: total NL 13+ (N=17,171) National papers AD and Telegraaf are leading in terms of reach. Four strong regional titles 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+ (%) AD National 1.383,3 9.8 De Telegraaf National 1.398,3 9.8 Metro National 1.060,0 7.4 De Volkskrant National 729,1 5.1 NRC Handelsblad National 376,5 2.6 De Gelderlander Regional 355,0 2.5 Brabants Dagblad Regional 315,1 2.2 AD Rotterdams Dagblad Regional 301,4 2.1 Trouw National 294,8 2.1 De Stentor Regional 266,5 1.9
  108. 108. 108 Online reach of news site Nu.nl is bigger than websites of traditional print papers No. Top 10 online News brands Reach (%) Reach (‘000) # Visits (‘000) Avg visit frequency 1 Nu.nl 56.4 8.032 188.961 22,9 2 NOS 46.8 6.664 216.807 33,8 3 Telegraaf 38.2 5.436 129.372 20,2 4 AD 37.9 5.400 97.312 16,5 5 RTL nieuws 27.0 3.845 34.777 7,9 6 NRC 15.7 2.238 18.096 8,2 7 De Volkskrant 14.8 2.114 20.203 5,8 8 Metro 11.6 1.646 5.359 13,3 9 Privé 11.0 1.573 9.807 2,2 10 Omroep Brabant 10.1 1.435 16.541 8,7 Source: DAM, base: 13+, average reach Q2 2016 all platforms
  109. 109. 109 0 20 40 60 80 100 120 140 January February March April May June July August September October November December Newspapers Grossspend(inMillions) 2013 2014 2015 2016 Newspaper spend levels dip slightly in summer and rise around Christmas. 2016 spend levels are significantly below previous years. Source: Nielsen, 2013 -2016 Q2 Gross spend for newspaper advertising only. Total spend 2016 Q2: € 188.185.194 Total spend 2015 Q2: € 292.159.072 Total spend 2014 Q2: € 287.064.325 Total spend 2013 Q2: € 306.317.919
  110. 110. 110 No. Brand Category Newspapers gross spend in Q2 2016 1 Kras Reizen Travel €7,239,095 2 Koopjedeal.nl Media €7,104,465 3 NRC* Media €4,738,932 4 Stip Reizen Travel €4,514,308 5 Corendon Travel €4,457,116 6 Molenaar Health €3,829,996 7 Familieberichtenonline Media €2,697,285 8 Stella Cycling €2,607,414 9 Woonsquare Home and living €2,279,959 10 Lidl Retail €2,152,080 Travel brands are well represented in top 10 media spend for newspapers. Source: Nielsen, 2016 Q2 Gross spend for newspapers only. *NRC brand consists of all media of NRC. Most ads are for their own newspapers
  111. 111. 111 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 Q2 2016 Q2 -78% +23%+51% -48% Source: Nielsen, 2015 Q1 – 2016 Q2 Gross spend for newspapers only.
  112. 112. 112 Reading newspapers digitally is becoming increasingly common across all platforms. 38% 20% 20% 36% 21% 23% 35% 22% 24% 39% 27% 28% Pc/Laptop Mobile Tablet NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II NPDM 2015 I - 2015 II Source: NPDM releases: 2013 I – 2015 II, base: total NL 13+ Digital use of newspapers
  113. 113. 113 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 Home decoration, gardening & DIY Newspaper magazines Special interest Kids & youth Mind & body Popular Science Travel Other Moving year average total circulation (in ‘000s) Source: NOM, Q2 2015 – Q1 2016 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).
  114. 114. 114 In the magazine category high circulation numbers for sponsored magazines. Kampioen has the highest total circulation in Q2 2015 – Q1 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 3,448,021 3,448,021 2 Allerhande Culinary sponsored 0 2,054,001 3 Boodschappen Culinary sponsored 0 1,977,278 4 Eigen Huis magazine Home decoration, gardening & DIY 726,812 726,812 5 Vrouw Women’s 0 564,132 6 Zorgbelang Special interest 0 497,534 7 AD Magazine Newspaper mags 0 430,729 8 Veronica Magazine TV listings 365,230 366,677 9 Het Volkskrant Magazine Newspaper mags 0 344,606 10 Libelle Women’s 320,709 323,972 Source: NOM, Q2 2015 – Q1 2016 annual moving average circulation figures for magazines
  115. 115. 115Source: NOM Print & Doelgroep Monitor 2015-I 2015-II, base: total NL 13+ (N=17,171) Women’s and family 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 4,976 34.1 Allerhande Sponsored 4,122 29.8 Libelle Women’s 1,779 12.4 Donald Duck Kids 1,449 9.7 Veronica TV listings 1,380 8.8 LINDA. Women’s 1,164 8.1 Margriet Women’s 1,159 7.9 Vrouw Women’s 1,118 7.9 Privé Celebrity 1,100 7.7 Quest Science 1,017 6.6
  116. 116. 116 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. Source: Nielsen, 2015 Q1 – 2016 Q2 Gross spend for consumer magazines only. Total spend 2016 Q2: € 82.581.635 Total spend 2015 Q2: € 93.523.131 Total spend 2014 Q2: € 97.154.609 Total spend 2013 Q2: € 103.065.854
  117. 117. 117 No. Brand Category Gross spend in Q2 2016 1 Hollands Nieuwe Telecom €1,642,841 2 ANWB Retail €991,103 3 Voordeeluitjes Media €940,071 4 Cookloveshare.nl Travel €935,099 5 Albert Heijn Travel €886,995 6 Stella Cycling €881,137 7 Conimex Service €751,832 8 Andrelon Media €716,575 9 Otolift Travel €601,317 10 Rolex FMCG €497,085 When looking at an individual brand level in magazine spend, Hollands Nieuwe comes out on top by a big margin. Source: Nielsen, 2016 Q2 Gross spend for consumer magazines only.
  118. 118. 118 Allerhande has the highest amount of media spend. The decrease in media spend is the highest for Veronica and Grazia. 0 1 2 3 4 5 6 7 8 9 10 Mediaspend(inmillions) 2015 Q2 2016 Q2 +10% -42% +12% -41% -43% Source: Nielsen, 2015 Q2 – 2016 Q2 Gross spend for consumer magazines only.
  119. 119. 119 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 % Source: NOM folder monitor 2016 | NOM Huis-aan-huis bladen monitor 2014 # 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% Top 5 Door-to-door papers All door-to-door papers have a reach of 61,8% in The Netherlands
  120. 120. 120 Communicating
  121. 121. 121 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.
  122. 122. 122 Social media
  123. 123. 123 Trends and developments – I 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 and will have more opportunities to grow. Microsoft will have access to information about hundreds of millions of people which Microsoft will use in the form of new subscriptions and (more personalized) advertising with the idea to push sales of office software.
  124. 124. 124 Trends and developments – II 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) Source: GlobalWebIndex, Q2 2015 – Q2 2016, Base Internet Users NL16+ In Q2 2016, there is clear uplift in AdBlock use in the older age groups, while younger age groups show a small decline.
  125. 125. 125 Trends and developments III Source: http://www.adformatie.nl/nieuws/twitter-lanceert-first-view-24-uur-take-over-met-video | http://www.emerce.nl/nieuws/youtube-begint-livestreaming | http://www.adformatie.nl/nieuws/bereik- snapchat-stijgt-naar-29-onder-13-24-jarigen 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. Twitter launches First View, a 24hours video take-over. This is an expansion of the existing Promoted Video offer, where Twitter provides advertisers to occupy the Twitter timeline for 24 hours which is visible for everyone who opens Twitter in the app or at the website. First View is a tool to generate high reach. Snapchat is reaching more young women than men. Also, the use intensity of Snapchat is very high in general. In February 2016, the reach of Snapchat among age group 13-24 increased to 29%. This is an increase of 8% compared to the previous month.
  126. 126. 126Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+ Facebook seems to have plateaued at very high level. YouTube is a (stable) second network in terms of claimed usage. Google+ is rising significantly in claimed usage. Social media usage In Europe, Facebook has the highest mobile penetration in The Netherlands (89.3%)
  127. 127. 127 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:
  128. 128. 128 In Q1 2016 Snapchat was mainly used in age group 13-19. Older age groups are now following. 10% 9% 14% 6% 10% 9% 27% 36% 24% 25% 30% 28% 28% 20% 31% 34% 27% 29% 29% 31% 28% 27% 19% 20% 24% 26% 20% 26% 24% 29% 16% 8%14% 11% 8% 10% 10% 15% 7% FACEBOOK TW ITTER INSTAGRAM LINKEDIN PINTEREST GOOGLE+ TUMBLR SNAPCHAT AGE DISTRIBUTION OF SOCIAL NETWORKING SITES IN NL 13-19 20-34 35-49 50-64 65+ Source: GfK DAM, base: 13+, Q2 2016 (all platforms)
  129. 129. 129 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 Q3 - 2016 Q2 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 Q3 - 2016 Q2 Source: GlobalWebIndex, 2013 – 2016 Q2, Base Internet Users NL16+,
  130. 130. 130 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 Q3 - 2016 Q2 Ownership and activity is increasing for Twitter again. 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 Q3 - 2016 Q2 Source: GlobalWebIndex, 2013 – 2016 Q2, Base Internet Users NL16+,
  131. 131. 131 Account ownership of Instagram is overall increasing and is particularly high for the younger age groups (16-24). 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 Q3 - 2016 Q2 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 Q3 - 2016 Q2 Source: GlobalWebIndex, 2013 – 2016 Q2, Base Internet Users NL16+, *Instagram data is available from Q2 2013
  132. 132. 132 Account ownership and active usage for YouTube are greatly increasing. 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 Q3 - 2016 Q2 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 Q3 - 2016 Q2 Source: GlobalWebIndex, 2013 – 2016 Q2, Base Internet Users NL16+,
  133. 133. 133 Social Media users in The Netherlands: All layers of society use Social Media, but 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+
  134. 134. 134 Worries about privacy have increased among users. Especially Generation X and the baby boomers 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
  135. 135. 135 Twitter TV buzz is booming, Starcom uses Echo Listening Tool to analyze social media buzz. SPOT introduced Twitter TV Ratings to count tweets around TV content. Source: http://spot.nl/top-10-meest-getwitterde-tv-programmas-2015/ From Echo Listening analyses we’ve learned that people like to talk about (special) TV campaigns. People also like to talk about TV campaigns via social media. However most of the conversations are not program related. No. Date Title Channel Twitter Reach Twitter impressions Tweets 1 19-05-15 Eurovision Songfestival half final NPO 1 476,464 42,704,592 185,090 2 23-05-15 Eurovision Songfestival final NPO 1 346,002 22,702,381 121,189 3 9-03-15 Nieuwsuur NPO 2 320,856 5,871,752 37,869 4 2-04-15 The passion 2015 NPO 1 313,431 12,190,515 34,494 5 14-11-15 Intocht Sinterklaas 2015 NPO 3 251,037 1,587,606 10,886 6 18-03-15 Nos Nederland Kiest: De Uitslagen NPO 1 228,218 1,227,262 5,580 7 6-11-15 K3 zoekt K3 SBS 6 221,487 8,835,171 47,465 8 9-04-15 3FM awards NPO 3 221,013 1,348,506 5,105 9 15-10-15 Gouden Televizier-Ring Gala 2015 NPO 1 218,005 3,968,892 11,254 10 2-01-16 Wie is de Mol? NPO 1 213,527 3,003,804 9,776
  136. 136. 136 Surfing online
  137. 137. 137 Trends and developments – I 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. Especially in age group 30-49 smartphones are used for online shopping. Consumers prefer to pay via the website provider. 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 right now. People are spending lots of time on their smartphone and especially on messenger apps. In-app advertising is possible through banners or text ads. 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.marketingonline.nl/blog/dit-zijn-5-valkuilen-van-de- nieuwe-europese-privacywet Shopping on mobile Advertising in messenger apps EU privacy law EU gives companies two years to comply with new privacy law. The new ‘General Data Protection Regulation (GDPR)’ will take effect in 2018 and could have big impact on all marketing- and advertising- activities. Companies could face massive fines if they mishandle citizens’ personal information and therefore have to look into their cookie consent, e- mail opt-in and privacy statement.
  138. 138. 138 Trends and developments – II Websites are massively struggling with adblockers. The number of people who are installing adblockers 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 adblockers. People have a positive attitude towards advertising in general, but are annoyed by online ads. The use of adblockers is highest on laptops and desktops. However, the intention to install adblocker is highest for smartphones. 1 out of 10 PC users has installed an adblocker last year. Interest in adblockers is not age related. Publishers are taking action against adblockers. This is because 85% of their revenue comes from advertisements. However, their approach differs. Publisher Forbes is using the most aggressive form of action and therefore eliminates adblockers. 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 | http://www.emerce.nl/nieuws/661643
  139. 139. 139 Trends and developments-II 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 ads are visible, which audience has seen the ad and which sites and placements provided conversions for the brand. DMA Institute is starting with a certifying process in which partners of DMA-I can earn certification after extensive workshops, benchmarking and case-building. Starcom Netherlands is the first media agency to start with the certification process. Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren
  140. 140. 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. 141. 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. 142. 142 Digital ad formats (I/II) A range of digital advertising formats are used: 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 Skyscrap er 120x600
  143. 143. 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. 144. 144 42% 14% 18% 38% 44% 15% 18% 38% 46% 17% 20% 41% 49% 19% 23% 43%44% 16% 20% 40% 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 Over the last two years all online activities have shown an increase in usage. However, a decline is visible for 2015. Online activities done ‘often’ – across time Source: NPM 2013-I 2013-II to NPM 2015-I 2015-II
  145. 145. 145 Most activity on PC/Laptop. Mostly same activities across platforms, although popularity differs for each platform. 34,7 35,1 35,7 39,3 45,3 47,1 48,7 49,6 53,9 56,6 Used a map or directions service / app Searched for a product or service you want to buy Used an internet banking service Visited a news website / app / service Uploaded / shared a photo Used a chat or instant messaging service / app Used a webmail service to access, read or send emails Checked the weather online Visited / used a search engine Visited / used a social network Top 10 - Mobile 56,2 58,4 62,4 65,1 71,1 71,2 72 75,1 78,3 86,9 Watched a video clip or visited a video-sharing site Used an online encyclopedia such as Wikipedia Visited a news website / app / service Purchased a product online Used an internet banking service Checked the weather online Used a webmail service to access, read or send emails Searched for a product or service you want to buy Visited / used a social network Visited / used a search engine Top 10 - PC / Laptop 13,1 13,3 13,4 15 15,9 18,3 19,7 20,6 23,2 27,4 Used a price comparison service Used an internet banking service Used a chat or instant messaging service / app Watched a video clip or visited a video-sharing site Visited a news website / app / service Searched for a product or service you want to buy Used a webmail service to access, read or send emails Checked the weather online Visited / used a social network Visited / used a search engine Top 10 - Tablet Source: GlobalWebIndex, 2016 Q2, Base Internet Users NL16+ (N= 801), Have done in the past month
  146. 146. 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 increasing. 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. 147. 147 All devices increase their popularity as a device to go online. Most people (76%) do have online access at home on a daily basis. 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 76% 9% 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 9% 23% 11% 4% 1% 1% 1% 3% 1% 48% (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-I 2015-II, base: total NL 13+Source: NPM 2013 I – 2013 II to NPM 2015 I – 2015 II
  148. 148. 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
  149. 149. 149 On the go
  150. 150. 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. 151. 151 Trends and developments I Exterion Media is expanding its collaboration with public transport service RET. This means that Exterion will continue to provide OOH campaigns in the area of Rotterdam. Source: http://www.adformatie.nl/nieuws/exterion-media-en-ret-verlengen-samenwerking | http://www.adformatie.nl/nieuws/jcdecaux-breidt-digitale-mupi-netwerk-amsterdam-uit | http://www.clearchannel.nl/nl/Nieuws/Laatste-nieuws/Abri-omgebouwd-tot-wateruitgiftepunt-tijdens-Pinkpop JCDecaux is expanding its digital MUPI network in Amsterdam. The OOH-operator added 3 objects to its network. During music festival PinkPop, Clear Channel has converted a Abri into a water distribution point. The water- tap Abri was part of a campaign to promote drinking more tap water.
  152. 152. 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. 153. 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. 154. 154 0% 10% 20% 30% 40% Share of gross media spend OOH 2013 2014 2015 2015 Q2 2016 Q2 Others Outdoor market in spend dominated by 4 main players: JCDecaux, ExterionMedia, Clear Channel and Interbest. 2015 shows a decrease in spend compared to 2014. Source: Nielsen, 2013 – 2016 Q2 Gross spend for out of home only.
  155. 155. 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. 156. 156 0 10 20 30 40 50 January February March April May June July August September October November December Outofhome grossmediaspendinmillions 2013 2014 2015 2016 Although spend slightly increases over the year, there is not a real seasonality pattern visible. Source: Nielsen, 2013 – 2016 Q1 Gross spend for out of home only. Total spend 2016 Q2: € 121.500.426 Total spend 2015 Q2: € 121.669.511 Total spend 2014 Q2: € 128.880.479 Total spend 2013 Q2: € 121.440.601
  157. 157. 157 As brand, McDonalds dominates the market of OOH spend. Telecom is most present as category, having 5 brands in the top 10 list. Source: Nielsen, 2016 Q2 Gross spend for out of home only. No. Brand Category Gross spend Q2 2016 1 McDonalds Fast food restraunt € 2.666.744 2 Ziggo Telecom € 2.290.532 3 Coca Cola FMCG € 2.052.133 4 T-Mobile Telecom € 1.870.139 5 Mobiel.nl Telecom € 1.689.247 6 Samsung Technology € 1.591.513 7 Vodafone Telecom € 1.421.553 8 Staatsloterij Lottery € 1.376.454 9 WE Retail € 1.320.428 10 KPN Telecom € 1.286.207
  158. 158. 158 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/
  159. 159. 159 Digital sites Source: Vivaki Exchange 2016 Amsterdam Rembrandtplein Ziggo Dome Digital mast The Wow Strijkijzer Den Haag Schiphol Astrovision SMARTscreens
  160. 160. 160 Street shelter (6-sheet)Mast Billboard (48-sheet 96-sheet) Standard formats
  161. 161. 161 Aerial advertisingA0 Sampling Alternative formats I
  162. 162. 162 Alternative formats II Public transport Street objects Toilet advertising
  163. 163. 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
  164. 164. 164 Appendix
  165. 165. 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. 166. 166 CENSUS DATA By using VAST technology for online video (IAB standard). Incl. Desktop, Mobile and Tablet PANNEL DATA Who is watching? What is % reach? DATA FUSION Early 2017 ONLINE VIDEO TOTAAL September 2016 TV TOTAL (Linear & non-linear; via TV screen) Existing AV Total (Early 2017) 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. 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
  167. 167. 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) became the new provider of the official audience ratings for online. DDMM is an initiative of VINEX (online vendors) and PMA (media agencies) using the panel and methodology of GfK. Source: http://www.gfk.com/nl/insights/report/gfk-dam-project-description-2016/ DAM The six big media owners (TMG, De Persgroep, RTL, NPO, Marktplaats and Sanoma) stepped out of the project of DDMM. GfK and the media agencies decided to continue with Digital Audience Measurement (DAM). The GfK-DAM data (N= 7,000) is weekly available (6+). Digital use is measured at desktop, mobile and tablet. Online usage is limited to private use, not at work. SKO started a project to measure digital reach, called NOBO, which will be launched in Q4 2016.
  168. 168. 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. 169. 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. 170. 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).
  171. 171. 171 Out of home audience measurement II For measuring of 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 was 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. Due to conflicting interests, Interbest stopped participating in BRO as of 1st March 2013. However, the other exploiters pay Interbest’s fee and therefore Interbest’s campaign reach can still be measured within Cafas. Source: Het Buitenreclame Onderzoek, 2nd september ‘15
  172. 172. 172 Cinema audience measurement Commissioned by the ‘Nederlandse Vereniging van Bioscoopexploitanten (NVB)’ and the ‘Nederlandse Vereniging van Filmdistributeurs (NVF)’, ‘stichting Filmonderzoek’ periodically studies the range of cinemas /movie theatres and also the frequency of visits and the market share of Dutch cinema visitors. This allows insight into cinema visits of the Dutch population. For the ‘bioscoopmonitor 2013/2014’, there is during 2013 immediately after each quarter a measurement performed among a core group of panel members (N=1979, N=2211, N=2149, N=2306) of CentERdata. 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.

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