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1
The Netherlands
STARCOM
Media Landscape
2014 Q4 Update
2
CONTENT
THE NETHERLANDS – GENERAL STATS & FIGURES
OVERALL TRENDS & RANKINGS
MEDIA SPEND
TIME SPEND ANALYSIS
MEDIA TRENDS...
3
THE NETHERLANDS
GENERAL STATS & FIGURES
4
16.193
16.902
15.500
16.000
16.500
17.000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Nov
Population (in...
5
-50
-40
-30
-20
-10
0
10
20
30
2007Jan
2007May
2007Sep
2008Jan
2008May
2008Sep
2009Jan
2009May
2009Sep
2010Jan
2010May
2...
6
The effects of
the difficult
economic
climate are
still felt, but
first signs of
recovery are
evident
Key Economic
Indic...
7
OVERALL TRENDS & RANKINGS
8
SoLoMo is now
Social Local Mobile
Mobile technology makes it
possible to reach people
anywhere, anytime
Social media con...
9Source: PWC Entertainment & Media Outlook forecast 2014-2018
Overall Digital Forecast
More than 48% of
Entertainment &
Me...
10
5 Tech Trends to watch in 2015
3D Printing evolving
and costs dropping
An ecosystem
developing around
Virtual Reality
S...
11
10 Trends for Consumers in 2015
Instant Skills
Status-hungry Prosumers will Love services that allow professional
quali...
12
Dutch brands
show strong
commitment
amongst the
Dutch
consumer
Source: EURIB Top 100 Indispensable Brands of 2014 (EURI...
13
A steady increase in online home shopping with a promising Q1-Q3 of 2014
7.400
8.200
9.000
9.800
10.600
9.570
6
7
8
9
1...
14
MEDIA SPEND
15
Gross media spend
increased by 4% in
2014 compared to 2013.
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
9.000
€mi...
16
Gross investment is
increasing, although net
media spend doesn’t
show the same trend
yet
Media spend vs. industry spend...
17
FMCG,
government,
retail, telecom
and media
dominate the
top of Dutch
advertisers
No. Advertiser Category Gross spend i...
18
Overall, retail
dominates,
claiming the top
4 positions.
Telecom is next
with 3 brands in
the top 10
No. Brand Category...
19
TV still claims
the largest
share of gross
media spend
and actually
share
increased in
2014
14% 15% 15% 16% 16% 15%
15%...
20
OOH and Radio
keep on
growing
steadily. TV had
a big increase
in 2014.
0
1.000
2.000
3.000
4.000
€millions Gross media ...
21
€ 790
€ 954
€ 1.068 € 1.158
€ 1.255
16%
19%
22%
25%
28%
0%
10%
20%
30%
0
500
1.000
1.500
2009 2010 2011 2012 2013
%ofto...
22
Growth is
predicted in
media spend
mainly due to a
steady rise in
Internet spend
3.967
3.770 3.756
3.837
3.911
3.986
3....
23
In 2013, total sponsor
spend decreased with 6%
(top 100 sponsors)
compared to 2012. This is
mainly caused by less
spons...
24
61%
9%
13%
7%
11%
Sponsor contracts
Sports Art & Culture Entertainment
Society Media (non-spot)
In 2013, 304
new (and
r...
25
No. Brand Gross sponsor spend in € 2013
1 Rabobank € 36,000,000
2 Nike € 15,000,000
3 AEGON € 13,250,000
4 adidas € 10,...
26
TIME SPEND ANALYSIS
27
A national Media Time Spend Study is available. This is a
collaboration between:
• Sociaal en Cultureel Planbureau
• Th...
28
Dutch people
spend more
than 8 hours
per day on
media
0,23
0,72
0,5
0,6
0,99
1,55
3,26
2,36
8,87
10,34
0,17
0,2
0,55
0,...
29
Watching and
listening
(online or
offline) are
most time
consuming
media
activities
3 2,88
0,77
1,22
0,27
0,55
0,18
2,3...
30
Media consumption is high throughout the day but shows strongest peak in the
evening; listening in daytime, watching in...
31
MEDIA TRENDS, INCL. MULTI SCREEN
32
Tablet and smartphone ownership still rising, whilst purchase intent for tablets
slightly decreased. Sim Only subscript...
33
‘Trends in Digitale Media’
shows the same pattern.
Tablet ownership
increased with 1.3 million
new users in 2014.
6%
14...
34
93% of Dutch
households
have internet
access at home.
Internet access
‘on the go’
increases
rapidly.
90%
44%
13%
26%
4%...
35
Radio and internet
popular on the go via
smartphones. TV not jet
popular on the go.
93%
34% 37%
45%
5%
14% 4%
67%
64%
2...
36
Watching TV still most popular via traditional TV set, but also occurs a lot via PC/Laptop (23%).
TV via tablet is risi...
37
Smartphone and tablet ownership increased where ownership of other devices
decrease. Overall, the couch is most favorit...
38
Second screen
definition
SECOND SCREEN
Use of other screen
(smartphone, tablet, laptop)
while watching TV
TO INTERACT W...
39
0% 10% 20% 30% 40%
None of above
Mobile Phone
Laptop
Tablet
Desktop
E-reader
Multi Tasking while watching TV
Q4 2014 Q3...
40
Based on time spend, social media, chatting and games are most popular while
watching TV
0
5
10
15
20
25
30
0
1
2
3
4
M...
41
0
20
40
60
80
100
2010 2011 2012 2013
%
TV
TV heavy (24+ hours per
week)
TV mid (14-24 hours per
week)
TV light (0-14 h...
42
Gender
Multitasker while watching TV: 16-34 year olds, mostly low income and
interested in sport, fashion, cars, scienc...
43
Q4 2014 top 10
Many Football in the top 10 with 7 entries in the top 10.
Social TV buzz is booming, Starcom uses own to...
44
Programmatic Trading (PT) makes it possible to better monitor where and when and
to whom your ads are digitally served....
45
Twitch.tv has many streams of all the popular
games and in big tournaments there are
million viewers worldwide.
Popular...
46
TELEVISION
47
SKO
audience measurement
in the Netherlands
‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the official
tel...
48
CENSUS DATA
By using VAST
technology for online
video (IAB standard)
Introduction by SKO:
1 July’14 – 1 January ‘15
PAN...
49
STER (Dutch Government)
RTL
SBS Broadcasting
54 regional channels
Dutch TV channels, with advertising possibilities (I/...
50
The Walt Disney Company
Benelux
Triade Media
BE VIACOM
Discovery Networks Benelux
FOX International Channels
Benelux
Du...
51
Due to the effect of the FIFA world cup STER market share increased in 2014. Market share RTL
and SBS decrease slightly...
52
Thanks to Ned 1 the market share of the public broadcaster (STER) has increased in the
first half year of 2014. Ned 3 s...
53
0
200
400
600
800
1.000
1.200
Gross Media Spend per Channel (in Millions)
2013 2014
+97%
+271%
+252%-12%
-24%
-20% +161...
54
0
50
100
150
200
250
300
350
400
450
Grossmediaspend(inmillions)
2011 2012 2013 2014
There is a strong seasonality in T...
55
When looking at
individual brand
level in television
advertising,
Jumbo comes out
on top followed
by Albert Heijn
and K...
56
Clutter of broad family/women’s channels. Kids and male channels have a more
distinct profile.
Male
Young
Old
Female
So...
57
97%
Households
with TV
1.7
Average # of
TVs per
household
44%
Hard disc-recorder
ownership 2014
82%
84%
Digital TV rece...
58
Average viewing time per day (6+) in 2013: 195
minutes (196 in 2012). Viewing time appears to
stabilize at the same lev...
59
TV trends and developments – III
Q1 2015 RTL started a
new channel RTL Z.
In 2015 RTL Z is
broadcasting 24/7 about
the ...
60
VIDEO ON DEMAND
61
Two options for non-linear TV viewing:
On TV screen (set-top box with hard disk or hard disk-, video- or DVD recorder)
...
62
0
5
10
15
20
25
NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year
Minutesperday
Non-Linear TV Other...
63
Main players
‘traditional’ non-linear
viewing
Harddisk recorder
‘RTL XL’ & ‘SBS Gemist’
A selection of TV content from ...
64
Main players
non-traditional
Pathe Thuis (Pathe at Home). Cinema media owner Pathe developed a platform to
watch movies...
65
The increased reach in April is
caused by the addition of
mobile data to DDMM.
Although NPO and RTL
increased strongly ...
66
People still watch
online Video on
Desktop/Laptop still
twice as much as on
Tablet and Smartphone
29%
9% 10%
1% 2% 3%
4...
67
RADIO
68
Radio audience
measurement
National Luister Onderzoek (National Listening Research)
Based on 7,500 respondents
Since Ju...
69
STER
One Media Sales
Sky Radio Group
Q-Music NL
FD Media Factory
Dutch radio stations, with advertising possibilities (...
70
Flux Media Factory
Groot Nieuws Radio
94 regional stations
18 online stations
Dutch radio stations, with advertising po...
71
Based on 2014 Radio 538 is market leader. Q-Music increased their market share greatly and
now placed second in Oct-Nov...
72
0
20
40
60
80
100
120
140
160
180
MediaSpendperStation(inMillions)
2013 2014
+36%
+146%
+8%
-10%
-8%
-17%
+23%
The thre...
73
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
90.000
GrossmediaspendX1000
2011 2012 2013 2014
Although the ...
74
When looking
at individual
brand level in
Radio
advertising,
Ziggo comes
out on top
followed by
Kruidvat and
Peugeot
No...
75
For the older audience there is some clutter, mostly in public broadcasting stations.
A young and more female station i...
76
All commercial national radio stations are completely digital since 1st September
2013. Next to FM, these stations will...
77
Desktop and laptop getting
less popular for radio usage.
Mobile phone and tablets
show an increasing trend as
device fo...
78
Most time spend online radio via Desktop, followed by SettopBox. Radio station apps
getting popular, although Spotify i...
79
Streaming music
Application-based (laptop &
smartphone) music
streaming service.
5.5 million free users
1.5 million mon...
80
DIGITAL
81
STIR has stopped as the
official audience
measurement currency
in the Netherlands
STIR was the primary provider of the ...
82
DDMM reach data is
not comparable with
previous figures due to
differences in
technology
The methodology of DDMM / GfK-...
83
The Standard Ad Units
Source: IAB: http://www.iab.nl/onze-kennis/standaarden-en-richtlijnen/display-advertising/iab-ris...
84
The Netherlands has the 5th highest internet penetration worldwide. Only
Iceland, Sweden, Denmark and Norway have highe...
85
25%
13% 13%
36%
27%
14% 14%
36%
33%
14%
15%
37%
40%
14%
17%
38%
42%
14%
18%
38%
44%
15%
18%
38%
Social Networks Buying/...
86
28
28
29
29
29
30
36
42
42
42
0 10 20 30 40 50
Brazil
Taiwan
Turkey
Thailand
France
Poland
Netherlands
UK
Canada
United...
87
Mobile phone and tablet increase their popularity as a device to get online.
Most people (73%) do have online access on...
88
35%
39%
21%
3%
27%
40%
24%
7%
29%
34%
27%
9%
21%
32%
27%
20%
15%
29%
30%
26%
12%
28%
30%
29%
13%
24%
33%
30%
1 device 2...
89
Google and Facebook are leading in terms of reach for all platforms combined,
Whatsapp is still growing and has a high ...
90
Online display
advertising
market still
plagued by
high % of
waste*
Percentage waste
Source: MeMo² & DMA-Institute, MeM...
91
Digital Trends; Google test with no adds and online web shops increase adds
Source: https://www.adformatie.nl/nieuws/go...
92
Update cookie legislation. After Hasty introduction of EU legislation in june
2012, the Dutch government has eased the ...
93
SOCIAL MEDIA
94
Facebook seems to have plateaued at very high level. YouTube is (stable)
second network in terms of claimed usage
Sourc...
95
Facebook and YouTube are most used platforms in the year 2014
Source: Newcom, Dutch National Social Media Survey 2014, ...
96
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64
Account ownership
Q...
97
11 13
23
7 10 7
23
52
25
28
34
32 30
25
30
33
29
29
25
32 33
32
24
10
24
21
15
23 21
25
17
5
11 8 4 7 7 11
6
Facebook T...
98
Social Media users in the Netherlands: All layers of society use Social Media,
but privacy concerns are still an issue
...
99
MOBILE
100
Smartphone penetration is further increasing to 76%
39%
45%
48%
58%
65% 67%
70%
76%
0%
20%
40%
60%
80%
Historical deve...
101
All age groups become more mobile through time. Across all groups an
increased tablet penetration is evident
0%
25%
50...
102
0
1
2
3
4
5
Averagetimespendinminutes
Smartphone and tablet usage during the day
Smartphone
Tablet
Tablet and mobile u...
103
Main mobile phone activities are calling, text messages, chat, internet, e-mail,
camera and social media
80%
74%
29%
1...
104
Main tablet activities are internet, e-mail, games and social media
90%
73%
32%
32%
15%8%61%
3%
38%
20%
37%
68%
33%4%2...
105
The Standard Ad Units – Mobile and tablet Display
Source: IAB website: http://www.iab.nl/2014/06/12/iab-taskforce-mobi...
106
Mobile and In-app is showing high growth in 2013.
Website/browser
Display advertising revenue per medium Breakdown Mob...
107
Most activity on PC/Laptop. Mostly same activities at different platform,
although popularity activities per platform ...
108
Apps are main platforms for mobile usage, especially for smartphones
Source: DDMM, average monthly reach Q4 2014, TA:1...
109
In media apps both on mobile and on tablet Nu.nl and Youtube are most widely
spread
6%
8%
8%
8%
10%
12%
16%
20%
31%
33...
110
PRINT
111
NOM
audience
measurement in the
Netherlands
‘Nationaal Onderzoek Multimedia’ (NOM) is the primary provider of the offi...
112
NEWSPAPERS
113
Newspapers print circulation still decreasing (-8% 2013 vs 2012), but e-paper*
gains terrain in newspaper landscape
0
...
114
Title Total circulation
2012
Total circulation
2013
% change total
circulation YoY
Total circulation
2014 Q3
De Telegr...
115
Online reach of news sites is bigger than traditional print. Nu.nl and NOS have
a higher online reach compared to the ...
116
-
20
40
60
80
100
120
140
January February March April May June July August September Oktober November December
Medias...
117
When looking
at individual
brand level,
Kras comes out
on top followed
by NRC and
Lidl.
No. Brand Category Gross spend...
118
0
20
40
60
80
100
120
140
160
180
Mediaspend(inmillions)
2013 2014
+23%
+22%
+39%
-14%
-39%
-23%
Telegraaf and Brabant...
119
Title Media owner /
Publishing house
Sales house Distribution
Metro
Telegraaf Media Nederland /
Landelijke Media B.V.
...
120
Use of newspapers on Digital platforms
36%
17%
15%
38%
20% 20%
36%
21%
23%
Pc/Laptop Mobile Tablet
Daily use
NPDM 2012...
121
Blendle is a new platform for quality content. For a
small fee subscribers are one click away to buy articles
from sev...
122
MAGAZINES
123Source: Retriever, July 2014 | HOI Q1 2014 (audited circulation figures)
Fact Sheet Consumer
Mags
Circa 1,380 consumer ...
124
0
1000
2000
3000
4000
5000
6000
2009 2010 2011 2012 2013
Quarterly circulation figures (in ‘000s)
Culinary mags (incl ...
125
Top 10 magazine titles
in terms of circulation
Publication type
Total circulation
2012
Total circulation
2013
% change...
126Source: NOM Print & Doelgroep Monitor 2013-II 2014-I, base: total NL 13+ (N=21,065)
Women’s,
family &
celebrity titles
...
127
-
10.000
20.000
30.000
40.000
50.000
60.000
GrossmediaspendX1000
2011 2012 2013 2014
There is a strong seasonality in ...
128
No. Brand Category Gross spend in € 2014
1 Sanoma* Media 6.505.387
2 ANWB Transport 5.339.856
3 Andrelon Health 4.455....
129
0
5
10
15
20
25
30
35
Mediaspend(inmillions)
2013 2014
+8%
+28%+15%
-16%
-10%
-24%
In advertising revenue Allerhande i...
130
Use of Magazines on Digital platforms
12%
4% 6%
13%
5%
8%
12%
5%
8%
Pc/Laptop Mobile Tablet
Digital use Magazines
NPDM...
131
Sanoma Media
Nederland
In October 2013, Publisher Sanoma announced a large reorganization.
- Sanoma will focus on 17 t...
132
Wendy, new feel good glossy around Wendy van Dijck
Circulation: 100.000 | 1/1 page FC’15 € 10,000 | 4 x year
Harpers B...
133
OUT OF HOME
134
In September 2011, the new currency for audience measurement was launched
for OOH: VAC, the visibility adjusted contac...
135
For this study the Netherlands was divided
into 30 regions, each one around a city
with at least 75,000 inhabitants.
E...
136
Fact Sheet
Outdoor
Shelters (6-sheets), billboards (48s and 96s) and Masts are the most widely used
formats.
Street sh...
137
Company Objects
JCDecaux Ad shells/6s, billboards, odd-sized objects
ExterionMedia Ad shells/6s, billboards, buses/tra...
138
Outdoor market dominated by 4 big players, JCDecaux, ExterionMedia, Clear Channel and
Interbest. Overall media spend f...
139
Shelters and billboards – reach main package per vendor
Source: CAFAS, June 2014, database version 13.0.q3 | Reach is ...
140
Since 21st January 2014, CBS Outdoor is internationally rebranded as Exterion Media.
The change follows the acquisitio...
141
-
10.000
20.000
30.000
40.000
50.000
January February March April May June July August September Oktober November Dece...
142
No. Brand Category Gross spend in € 2014
1 McDonalds Fastfood 12.666.030
2 Vodafone Telecom 10.483.065
3 Belsimpel.nl ...
143
NFC (Near Field
Communication)
By implementing a NFC chip in
an ad shell, consumers are able
to respond directly with ...
144
Top 6 lessons for brands creating experiences for millenials, moms and
men while ‘on the go’
Millenials Moms Men
Sourc...
145
New digital sites
Source: Vivaki Exchange new in 2014
146
CINEMA
147
30.8million
cinema visitors in
2014 (+0.0%)
€8.12Average price per
ticket (+,02%)
47%visits the cinema
at least once e...
148
Number of cinema visitors is increasing in line with the number of film releases
per year
-
100
200
300
400
0
5
10
15
...
149
0
50
100
150
200
250
300
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
January February March April May June July August September O...
150
The Dutch film Gooische Vrouwen was the most populair and most profitable
film in 2014
Gooische Vrouwen was the most
p...
151
FREQUENCY CINEMA VISITS PER MONTH
Target audience Visits per month
(x 1,000)
Visits per month
%
Total 13+ 900 6,4
Men ...
152
The increase in
cinema visitors
was mainly due
to the age
groups 30/39
and 65+
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
...
153
SANDERGEERLING Insights Executive
sander.geerling@starcom.nl
MAAIKEDEVRIES Insights Consultant
maaike.de.vries@starcom...
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Dutch Media Landscape 2014 Q4 Updated by Starcom

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

Dutch Media Landscape 2014 Q4 Updated by Starcom

  1. 1. 1 The Netherlands STARCOM Media Landscape 2014 Q4 Update
  2. 2. 2 CONTENT THE NETHERLANDS – GENERAL STATS & FIGURES OVERALL TRENDS & RANKINGS MEDIA SPEND TIME SPEND ANALYSIS MEDIA TRENDS INCL. MULTI SCREEN TELEVISION RADIO DIGITAL PRINT OUTDOOR CINEMA
  3. 3. 3 THE NETHERLANDS GENERAL STATS & FIGURES
  4. 4. 4 16.193 16.902 15.500 16.000 16.500 17.000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Nov Population (in ‘000s) Dutch population is still growing and getting older, with the number of single person households increasing 2.384 2.804 4.612 4.786 2,28 2,18 1,0 1,3 1,6 1,9 2,2 2,5 0 2.000 4.000 6.000 8.000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 juni Averageno.ofpeopleinHH NumberofHH(in‘000s) Household size Single person household Multiple person household Average no. of people in HH Source: CBS, Statline , Q3 2014 38,6 41,0 37 38 39 40 41 42 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 juni Average age
  5. 5. 5 -50 -40 -30 -20 -10 0 10 20 30 2007Jan 2007May 2007Sep 2008Jan 2008May 2008Sep 2009Jan 2009May 2009Sep 2010Jan 2010May 2010Sep 2011Jan 2011May 2011Sep 2012Jan 2012May 2012Sep 2013Jan 2013May 2013Sep 2014Jan 2014May 2014Sep Difference%positiveandnegativeanswers Consumer confidence In the beginning of 2014 consumer confidence was climbing back up from an ultimate low in 2013 but in the last few months confidence is dropping again. Source: CBS, Statline , Oct 2014 Despite the economic crisis, disposable HH income hasn’t actually declined and is increasing slightly in 2013 28,3 29,0 29,4 30,6 32,6 33,1 33,3 33,2 33,1 33,2 33,6 0 10 20 30 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 €(in‘000s) Annual disposable HH income
  6. 6. 6 The effects of the difficult economic climate are still felt, but first signs of recovery are evident Key Economic Indicators NL 2011 2012 2013 2014 2015 Inflation 2.3% 2.25% 1.75% 1% 1.25% Economic growth 1.2% -1.75% -0.75% 0.75% 1.25% Purchasing power* -1.0% -2.1% -1.4% 1.5% 0% Unemployed (in ‘000s) 389 469 600 620 605 Unemployment % 5.4% 5.3% 6.7% 7% 6.75% Source: CPB, Kerngegevenstabel 2011-2015, Aug 2014 (* Median all households)
  7. 7. 7 OVERALL TRENDS & RANKINGS
  8. 8. 8 SoLoMo is now Social Local Mobile Mobile technology makes it possible to reach people anywhere, anytime Social media connects people worldwide with events, activities and each other Increasing ability for brands and organizations to respond to people’s whereabouts and out-of- home activities
  9. 9. 9Source: PWC Entertainment & Media Outlook forecast 2014-2018 Overall Digital Forecast More than 48% of Entertainment & Media spend will be Digital in 2018 More than 85% of Dutch population will have mobile internet access in 2018 Glass fiber broadband subscriptions will grow from 7.9% in 2013 to 93% in 2016
  10. 10. 10 5 Tech Trends to watch in 2015 3D Printing evolving and costs dropping An ecosystem developing around Virtual Reality Sensors digitizing you and the world around you Haptics allow you to touch the digital world Drones and telepresence making the world even smaller Source: SMG CES 2015 Trends
  11. 11. 11 10 Trends for Consumers in 2015 Instant Skills Status-hungry Prosumers will Love services that allow professional quality output instantly Fast-Laning Time starved costumers expect accelerated physical service options, especially from brands they are loyal to Fair Splitting Mobile paying grows but to go further brands need to add new ways to share and split cost and add extra value in the process of paying Internet of Shared Things The Internet of Things and the Sharing Economy collide to allow a whole new world of asset sharing Branded Government Progressive brands will initiate undertake or support meaningful civic transformation Source: Trendwatching for 2015; Trendwatching.com Post-Demographic Consumerism It is time to throw out the traditional demographic models of consumer behavior Currencies of Change In search of wellness, strength, new skills, knowledge and more, consumers will embrace device-fueled rewards that incentivize improving behaviors. Sympathetic Pricing Get ready for a wave of imaginative discounts that relieve lifestyle pain points or offer a helping hand in difficult times. Robolove Many consumers will have their first encounter with a robot and they will enjoy it. Brand Stands In 2015, winning brands will start contentious, painful and necessary conversations.
  12. 12. 12 Dutch brands show strong commitment amongst the Dutch consumer Source: EURIB Top 100 Indispensable Brands of 2014 (EURIB Top 100 Onmisbare Merken van 2014), n=1,001
  13. 13. 13 A steady increase in online home shopping with a promising Q1-Q3 of 2014 7.400 8.200 9.000 9.800 10.600 9.570 6 7 8 9 10 11 12 0 2.000 4.000 6.000 8.000 10.000 12.000 €billions Online home shopping spend People buying online +11% +10% +9% +8% Top 5 categories with highest % of online purchase Source: Thuiswinkel Martkmonitor 2010-2014 Q1-Q3 43,9% 45,7% 61,6% 77,3% 83,1% Insurences Media & Entertainment Travel Packages Plane tickets & accommodation Tickets for events & attractions Online Offline
  14. 14. 14 MEDIA SPEND
  15. 15. 15 Gross media spend increased by 4% in 2014 compared to 2013. 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 9.000 €millions Gross media spend Source: Nielsen, 2009 – 2014, data run off on 23 January 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) +4% YoY +2% YoY -3% YoY +0% YoY +4% YoY
  16. 16. 16 Gross investment is increasing, although net media spend doesn’t show the same trend yet Media spend vs. industry spend Net Media Spend Spend data as reported by buying managers Source: Nielsen Annual Net Media Spend Report 2013 Gross investment business sector 20% 10% 5% 15% 0% -5% -15% -20% -10%
  17. 17. 17 FMCG, government, retail, telecom and media dominate the top of Dutch advertisers No. Advertiser Category Gross spend in € 2014 1 Unilever FMCG 243.534.527 2 RVD Government 176.898.640 3 Ahold Retail 146.765.765 4 KPN Telecom 137.159.497 5 AS Watson Retail 130.350.458 6 Jumbo Retail 124.002.258 7 Procter & Gamble FMCG 116.786.379 8 Persgroep Media 108.425.621 9 Liberty Media Media 97.083.245 10 Sanoma Media 94.079.733 Source: Nielsen, 2014, data run off on 23 January 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  18. 18. 18 Overall, retail dominates, claiming the top 4 positions. Telecom is next with 3 brands in the top 10 No. Brand Category Gross spend in € 2014 1 Kruidvat Retail 108.296.047 2 Albert Heijn Retail 92.929.579 3 Lidl Retail 86.471.689 4 Jumbo Retail 76.721.027 5 KPN Telecom 71.547.109 6 Vodafone Telecom 57.829.984 7 Ziggo Telecom 55.800.265 8 Kras Travel 54.708.394 9 Telfort Telecom 47.798.960 10 C-1000 Retail 47.171.120 Source: Nielsen, 2014, data run off on 23 January 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  19. 19. 19 TV still claims the largest share of gross media spend and actually share increased in 2014 14% 15% 15% 16% 16% 15% 15% 12% 8% 6% 6% 5% 2% 2% 5% 7% 5% 5% 7% 7% 7% 7% 7% 7% 5% 5% 5% 6% 6% 6% 6% 6% 6% 5% 5% 5% 7% 8% 8% 8% 9% 9% 41% 44% 44% 43% 44% 47% 2% 1% 1% 1% 1% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 2010 2011 2012 2013 2014 Media mix Trade press TV Radio Consumer Magazines Out Of Home Door Drops Internet (Online Display) Direct Mail Newspapers Cinema Source: Nielsen, 2009 – 2014, data run off on 23 January 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  20. 20. 20 OOH and Radio keep on growing steadily. TV had a big increase in 2014. 0 1.000 2.000 3.000 4.000 €millions Gross media spend per medium type across time 2010 2011 2012 2013 2014 Source: Nielsen, 2010 – 2014, data run off on 23 January 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  21. 21. 21 € 790 € 954 € 1.068 € 1.158 € 1.255 16% 19% 22% 25% 28% 0% 10% 20% 30% 0 500 1.000 1.500 2009 2010 2011 2012 2013 %oftotalnetadspend €millions Total internet net spend Total internet net spend Share of internet spend (of all net spend) Internet spend is still steadily increasing YoY. In 2013 this increase can be attributed to higher spend in display € 410 € 460 € 530 € 625 € 520 € 205 € 302 € 336 € 338 € 544 € 175 € 192 € 202 € 195 € 191 0 500 1.000 1.500 2009 2010 2011 2012 2013 €millions Internet net spend per type Classifieds, Directories, Listings Display Search Source: Nielsen Annual Net Media Spend Reports 2010, 2011, 2012 and 2013. “Classifieds, Directories, Listings” contains spend on peer-to-peer/2nd hand online shopping sites (e.g. Marktplaats/Ebay) or Yellow Pages-type online directories (e.g. Telefoongids)
  22. 22. 22 Growth is predicted in media spend mainly due to a steady rise in Internet spend 3.967 3.770 3.756 3.837 3.911 3.986 3.600 3.700 3.800 3.900 4.000 4.100 2011 2012 2013 2014 2015 2016 €millions Forecast net spend 0,8% -5,0% 0,0% 2,2% 1,9% 1,9% -6% -4% -2% 0% 2% 4% Forecast net spend Change (%) to previous year Source: ZOG Adspend Forecast Netherlands – June 2014 (1980-2016) - 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
  23. 23. 23 In 2013, total sponsor spend decreased with 6% (top 100 sponsors) compared to 2012. This is mainly caused by less sponsor spend in sport Source: SponsorMonitor 2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded) Total spend top 100 sponsors 2012 2013 Index Total sponsor spend € 311,805,000 € 293,835,000 94 Average sponsor spend (per brand) € 3,118,050 € 2,938,350 94 - 100 200 300 400 500 600 Sports Art & Culture Entertainment Society Media (non-spot) Sponsorspendinmio€ Sponsor spend 2010-2013 2010 2011 2012 2013
  24. 24. 24 61% 9% 13% 7% 11% Sponsor contracts Sports Art & Culture Entertainment Society Media (non-spot) In 2013, 304 new (and renewed) contracts were closed. In 2012, this number was slightly higher (316) Source: SponsorMonitor 2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded. The total value of all contracts in 2013 was € 205,442,500; average € 675,797 per contract. This means that fewer contracts summed up to an approximately equal amount as 2012 when the total value was € 208,297,500 (average € 659,169).
  25. 25. 25 No. Brand Gross sponsor spend in € 2013 1 Rabobank € 36,000,000 2 Nike € 15,000,000 3 AEGON € 13,250,000 4 adidas € 10,900,000 5 ABN AMRO € 10,500,000 6 KPN € 7,600,000 7 Philips € 7,050,000 8 VriendenLoterij € 6,600.000 9 Essent € 6,100,000 10 McGregor € 6,000,000 Rabobank, Nike and AEGON have been the top sponsors for several years Source: SponsorMonitor 2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.
  26. 26. 26 TIME SPEND ANALYSIS
  27. 27. 27 A national Media Time Spend Study is available. This is a collaboration between: • Sociaal en Cultureel Planbureau • The 3 official media audience ratings: NOM, NLO and SKO Research study Media:tijd is released in Q2 2014 On top of the Time Spend Study, Media:tijd will launch another study in 2015: • A data hub to combine audience ratings in order to analyze cross media reach Media:Time is a unique and innovative research on media activities, media formats and media content. This study is considered the new standard for media activities. Source: Media:tijd 2014, TA: 13+ (N=2,989)
  28. 28. 28 Dutch people spend more than 8 hours per day on media 0,23 0,72 0,5 0,6 0,99 1,55 3,26 2,36 8,87 10,34 0,17 0,2 0,55 0,51 0,81 1,51 0,59 4,32 8,18 11,35 0 2 4 6 8 10 12 Volunteerting Study, school Groceries, shopping Care for others On the go Housework Work Leisure time Media Sleeping, eating and personal care Hours per day Main activities – Average time spent per day Weekend Weekdays Source: Media:tijd 2014, TA: 13+ (N=2,989)
  29. 29. 29 Watching and listening (online or offline) are most time consuming media activities 3 2,88 0,77 1,22 0,27 0,55 0,18 2,32 3,35 0,82 0,8 0,41 0,42 0,07 0 1 2 3 4 Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicate (through media) Gaming (electronic) Internet other Media otherHoursperday Media activities – Average time spent per day Weekdays Weekend 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 Communicate: 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 software Source: Media:tijd 2014, TA: 13+ (N=2,989)
  30. 30. 30 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) Communicate (through media) Gaming (electronic) Internet other Media other Source: Media:tijd 2014, TA: 13+ (N=2,989)
  31. 31. 31 MEDIA TRENDS, INCL. MULTI SCREEN
  32. 32. 32 Tablet and smartphone ownership still rising, whilst purchase intent for tablets slightly decreased. Sim Only subscriptions are growing in popularity. 7% 30% 49% 30% 48% 23% 6% 40% 56% 29% 48% 26% 5% 48% 61% 26% 47% 29% 4% 48% 63% 26% 46% 31% 0% 20% 40% 60% 80% Purchase intent - Tablet Ownership - Tablet Ownership - Smartphone Mobile phone/smartphone Prepaid Mobile phone/smartphone Subscription (include phone) Mobile phone/smartphone Subscription (Sim Only) Device ownership & purchase intent amongst NL13+ 2012-I 2012-II 2012-II 2013-I 2013-I 2013-II 2013-II 2014-I Source: NPDM 2012-I 2012-II; 2012-II 2013-I; 2013-I 2013-II; 2013-II 2014-I
  33. 33. 33 ‘Trends in Digitale Media’ shows the same pattern. Tablet ownership increased with 1.3 million new users in 2014. 6% 14%14% 14% 23% 14% 34% 14% 44% 11% 53% 9% 56% 7% 61% 6% Own a Tablet/iPad Intention to purchase Tablet/iPad Historical development: tablet ownership and purchase intent June 2011 December 2011 June 2012 December 2012 June 2013 December 2013 June 2014 December 2014 7.9 million users Source: Trends in Digital Media, GfK Intomart, December 2014; base: online population 13+ (N=1,008)
  34. 34. 34 93% of Dutch households have internet access at home. Internet access ‘on the go’ increases rapidly. 90% 44% 13% 26% 4% 20% 5% 92% 45% 12% 29% 5% 28% 4% 93% 45% 14% 34% 5% 37% 4% Internet access by location 2011 2012 2013 Source: Media Standard Survey 2011/2012/2013 (n = 5,100); Base = Total NL 13+
  35. 35. 35 Radio and internet popular on the go via smartphones. TV not jet popular on the go. 93% 34% 37% 45% 5% 14% 4% 67% 64% 27% 3% 6% 98% 34% 9% 4% 3% 2% 4% Place of access by medium type Internet Radio TV Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+, (* location isn’t asked for each medium type)
  36. 36. 36 Watching TV still most popular via traditional TV set, but also occurs a lot via PC/Laptop (23%). TV via tablet is rising (17%). Internet use via mobile (49%) and tablet (35%) is also popular. Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+, (* device isn’t asked for each medium type) 66% 23% 33% 12% 10% 58% 15% 33% 12% 10% 49% 9% 19% 6% 13% 35% 17% 16% 6% 5% 95% 20% 6% 5% 1% 72% 79% Medium type per device Laptop PC/desktop Mobile phone Tablet Traditional TV set* TV with internet access* Game console* Paper*
  37. 37. 37 Smartphone and tablet ownership increased where ownership of other devices decrease. Overall, the couch is most favorite location for portable devices Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008) | * Game consoles measured since June 2014 77% 76% 61% 61% 27% 22% 0% 20% 40% 60% 80% 100% Ownership devices dec-12 jun-13 dec-13 jun-14 dec-14 0% 20% 40% 60% 80% 100% Location of usage Laptop/netbook Smartphone Tablet E-reader
  38. 38. 38 Second screen definition SECOND SCREEN Use of other screen (smartphone, tablet, laptop) while watching TV TO INTERACT WITH TV PROGRAM TO DO OTHER STUFF
  39. 39. 39 0% 10% 20% 30% 40% None of above Mobile Phone Laptop Tablet Desktop E-reader Multi Tasking while watching TV Q4 2014 Q3 2014 Q2 2014 Q1 2014 Q4 2013 Tablet and mobile show increased popularity as multitasking device. Games, email, social network, reading news and chatting most popular activities while watching TV. 0% 10% 20% 30% Multi Tasking activities Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Source: GlobalWebIndex, 2013.Q4 - 2014.Q4, Base Internet Users NL16+
  40. 40. 40 Based on time spend, social media, chatting and games are most popular while watching TV 0 5 10 15 20 25 30 0 1 2 3 4 MinutesperdayLiveTV MinutesperdayMultitasking Multi Tasking Live TV - Time spend Social media, forums SMS, (online)chatting Play online games Live Radio Reading newspaper E-mail Other websites and apps Reading magazine Source: Media:tijd 2014, TA: 13+ (N=2,989) Live TVMultiTask activity
  41. 41. 41 0 20 40 60 80 100 2010 2011 2012 2013 % TV TV heavy (24+ hours per week) TV mid (14-24 hours per week) TV light (0-14 hours per week) Time spend on internet is increasing through time, TV and Radio remains steady 0 20 40 60 80 100 2010 2011 2012 2013 % Online Internet heavy (13+ hours per week) Internet mid (5-13 hours per week) Internet light (0-4 hours per week) 0 20 40 60 80 100 2010 2011 2012 2013 % Radio Radio heavy (20+ hours per week) Radio mid (5-20 hours per week) Radio light (0-5 hours per week) No big shift in time spend to TV and Radio. Although Internet usage has grown largely from 2010 with less people in the small usage group and more people in the big usage group every year. Source: NPDM releases: 2010 II – 2011 I to 2013 I – 2013 II, base: total NL 13+
  42. 42. 42 Gender Multitasker while watching TV: 16-34 year olds, mostly low income and interested in sport, fashion, cars, science and movies. 50% 50% 17% 19% 23% 23% 19% 50 100 150 0% 25% 50% % Agree Index Source: GlobalWebIndex, 2014.Q4, Base Internet Users NL16+ (N= 761), TA: MultiTasker While watching TV (N=500) 27% 42% 31% Low (Bottom 25% income) (index 110) Mid (Mid 50% income) (index 106) High (Top 25% income) (index 104) 0 50 100 150 0% 20% 40% 60% 80% % Agree Index Interests Income Age
  43. 43. 43 Q4 2014 top 10 Many Football in the top 10 with 7 entries in the top 10. Social TV buzz is booming, Starcom uses own tool Echo Listening to analyze social media buzz. SPOT introduced Social TV Ratings to count tweets around TV content Source: http://www.spot.nl/publicaties/social-tv-ratings, data collected 14 January 2014 Source: Echo Listening, Starcom NL 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 Positie Datum Tijd Titel Zender Tweets 1 14-11-2014 20:30 The Voice of Holland RTL 4 28.153 2 13-10-2014 20:35 Ek voetbal kwal. IJsland - Nederland NPO 3 22.488 3 05-11-2014 20:40 CL: Ajax – FC Barcelona NPO 3 20.255 4 25-11-2014 20:40 CL: PSG – Ajax NPO 3 16.338 5 24-12-2014 19:30 Serious Request NPO 3 15.378 6 10-12-2014 20:40 CL: Ajax – Apoel Nicosia NPO 3 14.296 7 06-11-2014 21:00 EL: Feyenoord - Rijeka RTL 7 12.364 8 27-11-2014 19:00 EL: Feyenoord – Sevilla RTL 7 11.824 9 16-10-2014 20:30 Televizier Ring Gala 2014 NPO 1 11.333 10 16-11-2014 17:55 Studio Sport Ek Voetbal NPO 1 11.129
  44. 44. 44 Programmatic Trading (PT) makes it possible to better monitor where and when and to whom your ads are digitally served. PT is growing fast with 15% in 2012 to 35% in 2013 and a big rise is expected in 2014. RTB is an online auction for an advertising space. Real Time Bidding (RTB) is responsible for 77% in 2013 of programmatic trading in the Netherlands. Programmatic Trading is the future of digital advertising market Source: Deloitte Adspend 2014 Non RTB RTB Most of the experts are convinced that one day RTB will be available for TV and Radio buying as well. Within what time spend this shift will take place is discussed al lot by experts.
  45. 45. 45 Twitch.tv has many streams of all the popular games and in big tournaments there are million viewers worldwide. Popular games are League of Legends and Starcraft 2. Trend: eSports viewing – Watching gamers playing video games in streams all over the world Source: http://www.pu.nl/artikelen/blog/hoogtijdagen-voor-esports/
  46. 46. 46 TELEVISION
  47. 47. 47 SKO audience measurement in the Netherlands ‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the Netherlands. SKO is a non-profit organization, organized as a Joint Industry Committee (JIC). The television audience measurement provides information on how many people watched a program, when they watched and what their characteristics are. Viewing data is collected second-by-second by means of a metering system. Ratings are reported minute-by-minute for channels received in the Netherlands independent of the way their signal is distributed. Source: www.kijkonderzoek.nl, 2nd of July 2014
  48. 48. 48 CENSUS DATA By using VAST technology for online video (IAB standard) Introduction by SKO: 1 July’14 – 1 January ‘15 PANNEL DATA Who is watching? What is % reach? Start 2015 DATA FUSION Mid 2015 ONLINE VIDEO TOTAAL September 2015 TV TOTAL (Linear & non-linear; via TV screen) Existing AVTotal(Early2016) SKO ultimate aim: measure all online video content (include online vendors as YouTube) The core of the audience measurement is the common currency (total viewing). The measurement includes guest viewing in the panel households and time shifted viewing (on the day of broadcast and the six days that follow). SKO also investigates new ways of viewing via so-called ‘satellites’ studies that are conducted alongside the currency measurement. This approach allows SKO to measure new forms of viewing behaviour (i.e. online video) without influencing the core currency data. Source: www.kijkonderzoek.nl, 2nd of July 2014
  49. 49. 49 STER (Dutch Government) RTL SBS Broadcasting 54 regional channels Dutch TV channels, with advertising possibilities (I/II) Source: retriever.nl, Sept 2014 Note: RTL 7; RTL Lounge and RTL Crime are paid (digital) channels Radio and TV channels of Dutch Public Broadcasting are rebranded as NPO.
  50. 50. 50 The Walt Disney Company Benelux Triade Media BE VIACOM Discovery Networks Benelux FOX International Channels Benelux Dutch TV channels, with advertising possibilities (II/II) Note: share a channel with Veronica Note: mostly paid (digital) channels Note: all Nick channels share one channel. Eurosport Television B.V.
  51. 51. 51 Due to the effect of the FIFA world cup STER market share increased in 2014. Market share RTL and SBS decrease slightly in 2014, where BrandDeli shows a small increase. Source: SKO Jan 2012.Q1 – 2014, 02.00-26.00 based on all adults 13 + 0% 10% 20% 30% 40% 50% STER RTL SBS BrandDeli Triade Market share 2011 2012 2013 2014
  52. 52. 52 Thanks to Ned 1 the market share of the public broadcaster (STER) has increased in the first half year of 2014. Ned 3 shows a big decrease compared to 2013. Source: SKO 2012 Jan 2012 – Dec 2014, 02.00-26.00 based on all adults 13 + 0 5 10 15 20 25 Procenten Market share 2012 2013 2014 STER RTL SBS BrandDeli Triade
  53. 53. 53 0 200 400 600 800 1.000 1.200 Gross Media Spend per Channel (in Millions) 2013 2014 +97% +271% +252%-12% -24% -20% +161% A big growth for NPO 1 in advertising revenue due to big sport events in 2014. Overall 2014 shows a growth of 14% compared to 2013. Source: Nielsen, 2013 – 2014, Data run off on 14 January 2015
  54. 54. 54 0 50 100 150 200 250 300 350 400 450 Grossmediaspend(inmillions) 2011 2012 2013 2014 There is a strong seasonality in TV in which the summer period shows a strong decrease in media spend. Media spend shows highest spend levels in spring and fall. TV vendors all uses monthly indices to reflect the seasonality influences in their rate card. Clear spend seasonality influences for Television. Source: Nielsen, 2011 - 2014, Data run off on 14 January 2015
  55. 55. 55 When looking at individual brand level in television advertising, Jumbo comes out on top followed by Albert Heijn and Kruidvat all are retail brands No. Brand Category Gross spend in € 2014 1 Jumbo Retail 65.171.074 2 Albert Heijn Retail 56.586.274 3 Kruidvat Retail 50.672.576 4 C-1000 Retail 39.164.983 5 Nivea Personal care 35.103.482 6 Plus Retail 30.493.586 7 Renault Automotive 28.410.092 8 McDonalds Fastfood 26.650.613 9 Ministerie van Defensie Government 23.639.031 10 Staatsloterij Lottery 23.596.799 Overall, Retail brands dominate the top 10 with 5 brands. Source: Nielsen, 2014, data run off on 14 January 2015
  56. 56. 56 Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile. Male Young Old Female Source: SKO, 2014, all adults 13+
  57. 57. 57 97% Households with TV 1.7 Average # of TVs per household 44% Hard disc-recorder ownership 2014 82% 84% Digital TV reception 2013 vs. 2014 Source: SKO TV in the Netherlands 2014 | Media Standaard Survey 2014 TV trends and developments – I
  58. 58. 58 Average viewing time per day (6+) in 2013: 195 minutes (196 in 2012). Viewing time appears to stabilize at the same level as 2005 (nearly 200 minutes per day). Watching linear TV is still the norm, but Catch-up TV gains ground with an average viewing time from 6 minutes in 2012 to 9 minutes per day in 2013 (4,5% of total viewing time). 22% of Dutch households have TV with internet access Source: SPOT TV Annual Report 2012 - 2013 | Media Standaard Survey 2014 TV trends and developments – II Average viewing time in minutes per day
  59. 59. 59 TV trends and developments – III Q1 2015 RTL started a new channel RTL Z. In 2015 RTL Z is broadcasting 24/7 about the latest financial and economic news. Source: http://www.nrcq.nl/2014/09/18/rtl-z-wordt-24-uurs-nieuwszender; http://www.show.nl/showflits/2014/gezinsuitbreiding-voor-sbs-want-sbs9-komt-er-aan/ Also started in Q1 2015 SBS9 The SBS-group start a new channel that will focus on movies and series. In 2015 Eurosport joined the BrandDeli television groupNOS no longer broadcasting Champions Leaugue starting in the football season 2015/2016. They lost the TV Rights to SBS and Nu.nl. So starting in August 2015 Champions Leaugue games will be broadcasted on one of the SBS channels.
  60. 60. 60 VIDEO ON DEMAND
  61. 61. 61 Two options for non-linear TV viewing: On TV screen (set-top 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) Per 2015 SKO is planning to deliver the first online video commercial data (census data). Census data will be available for both traditional as non-traditional broadcasters starting in September 2015. The next step in 2015 is 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 2013 4.5% 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) Definitions
  62. 62. 62 0 5 10 15 20 25 NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year Minutesperday Non-Linear TV Other professional content User generated/youtube Average minutes per day on non-linear viewing Content Little difference between men and woman in content consumption. Professional content most popular, only the younger target group spend equal time on professional content as user generated content Source: Media:tijd 2014, TA: 13+ (N=2,989)
  63. 63. 63 Main players ‘traditional’ non-linear viewing Harddisk recorder ‘RTL XL’ & ‘SBS Gemist’ 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, Smart TV ‘Uitzending Gemist’ (NPO) TV content from all the public TV channels. Available via Laptop, Smartphone, Tablet, Smart TV NLziet (NPO, RTL, SBS) NLziet is a subscription (8,- p/m) 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 Source: http://www.adformatie.nl/nieuws/bericht/npo-rtl-en-sbs-samen-in-video-on-demand, 15th November 2013 | Update July 2014
  64. 64. 64 Main players non-traditional 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. Since September 2013 Netflix is active in the Dutch market. For €8.- per month users have unlimited access to movies and series. Netflix announced to raise the subscription price to €9,- for new users. When the new price will be introduced yet to be announced. Available via Laptop, Tablet, Smartphone and Smart TV. In December 2014 Netflix had 700.000 Paying subscribers in the Netherlands. YouTube mostly user-generated content. The first paid channels have already been introduced. Not yet in the Netherlands, but is likely that in the near future paid channels will also be launched in the Netherlands. RTL Nederland has announced to launch a Multi-Channel Network (MCN) at the end of 2014. 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.
  65. 65. 65 The increased reach in April is caused by the addition of mobile data to DDMM. Although NPO and RTL increased strongly due to added reach mobile, YouTube remains main channel for video on demand. Vimeo is growing steadily. Source: DDMM Oct ’13 – Nov ‘14 (TA 13+ N=1,800) From Apr ‘14 mobile and tablet numbers were added in DDMM hence the total increase (Since aple updated iOS8 apple users are excluded from DDMM, DDMM is working on a solution). 0 10 20 30 40 50 60 70 80 okt-13 nov-13dec-13 jan-14 feb-14 mrt-14 apr-14mei-14 jun-14 jul-14 aug-14sep-14 okt-14 nov-14 Monthly Reach Video on Demand RTL XL KIJK SBS6 / NET5 / Veronica Uitzending gemist (NPO) Pathe (thuis & App) YouTube Netflix NlZiet Vimeo
  66. 66. 66 People still watch online Video on Desktop/Laptop still twice as much as on Tablet and Smartphone 29% 9% 10% 1% 2% 3% 41% 15% 14% 3% 8% 8% 23% 15% 16% 5% 12% 11% 7% 33% 42% 52% 45% 44% 27% 19% 39% 32% 34% Desktop/Laptop Tablet Smartphone Gameconsole Set-up Box Smart Tv Internet Reach for devices used by people to watch video on demand Daily Weakly Monthly Never Don't own this device Source: Motivaction onderzoek online video 2014
  67. 67. 67 RADIO
  68. 68. 68 Radio audience measurement National Luister Onderzoek (National Listening Research) Based on 7,500 respondents Since July 2012: use of Media Standard Survey 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
  69. 69. 69 STER One Media Sales Sky Radio Group Q-Music NL FD Media Factory Dutch radio stations, with advertising possibilities (I/II) Source: retriever.nl, July 2014
  70. 70. 70 Flux Media Factory Groot Nieuws Radio 94 regional stations 18 online stations Dutch radio stations, with advertising possibilities (II/II) Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations Note: Sales via E Power, but with national coverage Source: retriever.nl, July 2014
  71. 71. 71 Based on 2014 Radio 538 is market leader. Q-Music increased their market share greatly and now placed second in Oct-Nov’14. 3FM and Radio 1 are losing market share after the summer. Source: NLO, based on audience of 10+, Note: % is Avg Feb-March‘14 vs Oct-Nov‘14 0% 5% 10% 15% Market share (%) Feb-Mar 2014 Apr-May 2014 Jun-Jul 2014 Aug-Sep 2014 Oct-Nov 2014 -5%+ 11% -5% + 17% -4% + 19% + 15%
  72. 72. 72 0 20 40 60 80 100 120 140 160 180 MediaSpendperStation(inMillions) 2013 2014 +36% +146% +8% -10% -8% -17% +23% The three biggest radio stations by advertising revenue are Radio 538, Q-Music and Sky Radio. Q-Music is the new big player in 2014 compared to 2013. Source: Nielsen, 2013 – 2014, Data run off on 15 January 2015
  73. 73. 73 0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000 90.000 GrossmediaspendX1000 2011 2012 2013 2014 Although the spend levels for Radio differ within the years, there seem to be clear seasonality influences. From January to June spending slowly increase. After a dip in the summer period, the radio spending increase to their 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, 2011 -2014, Data run off on 15 January 2015
  74. 74. 74 When looking at individual brand level in Radio advertising, Ziggo comes out on top followed by Kruidvat and Peugeot No. Brand Category Gross spend in € 2014 1 Ziggo Telecom 18.322.416 2 Kruidvat Retail 12.436.294 3 Peugeot Automotive 11.549.977 4 Lidl Retail 11.398.271 5 Volkswagen Automotive 11.108.412 6 Renault Automotive 10.511.936 7 Citroen Automotive 9.909.900 8 Vodafone Telecom 9.347.980 9 KPN Telecom 8.772.296 10 Staatsloterij Lottery 8.686.919 Overall, Automotive dominates the top 10 radio spend with 4 brands. Telecom is second with 3 brands and Retail is next with 2 brands. Source: Nielsen, 2014, data run off on 15 January 2015
  75. 75. 75 For the older audience there is some clutter, mostly in public broadcasting stations. A young and more female station is missing in the radio landscape Male Female Source: NLO, 2014, based on 13+ Old Young
  76. 76. 76 All commercial national radio stations are completely digital since 1st September 2013. Next to FM, these stations will also be aired on DAB+ (Digital Audio Broadcasting). DAB+ offers better, noise-free quality and extra possibilities like a pause-button. This opportunity makes radio more on-demand than before. In 2014 a campaign was launched to raise the awareness of Digital Radio. To raise the awareness of DAB+. The most famous dj’s on the Dutch radio participated in a campaign called: ‘Let’s get Digital’ with gross spending of approximately € 583K All national stations on DAB+; A large campaign was launched to create to raise awareness for Digital Radio Source: http://www.digitalradio.nl/nieuws | Nielsen, 2014, data run off on 28 January 2015 10% 89% 1% Gross spending Radio Television Internet
  77. 77. 77 Desktop and laptop getting less popular for radio usage. Mobile phone and tablets show an increasing trend as device for listening to digital radio 0% 5% 10% 15% 20% 25% 30% 35% Dec '11 June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Digital radio listening* Desktop Laptop Smartphone Tablet SettopBox Streaming- network autioplayer Source: Trends in Digital Media 2014, GfK Intomart, Dec 2014, base: online population 13+ (N=1,008) * Listen sometimes
  78. 78. 78 Most time spend online radio via Desktop, followed by SettopBox. Radio station apps getting popular, although Spotify is way ahead Source: Trends in Digital Media, GfK Intomart, June 2014, base: online population 13+ who own a tablet and/or smartphone 45 53 11 23 34 59 0 50 100 150 200 250 Average minutes per week Streaming-/network player SettopBox Tablet Smartphone Laptop Desktop 0% 5% 10% 15% 20% 25% Spotify 3FM Radio 538 Q-music Radio 2 Sky Radio Nederland.fm Radio 1 Radio Veronica 100% NL NPO radio 4 Radio Apps (downloaded) Tablet (n=617) Smartphone (n=729)
  79. 79. 79 Streaming music Application-based (laptop & smartphone) music streaming service. 5.5 million free users 1.5 million monthly active free users Reach Q4 2014 26,4% Source: Spotify; DDMM Q4 2014 (TA 13+ N=1,800) Since iOS8 apple users are excluded from DDMM (DDMM is working on a solution) Web-based music streaming service. Also available on smartphone (partner with telecom provider T-Mobile) Spot advertising within playlist possible. Personalised radio station, introduced in 2012 by Sky Radio Group. Club Judge (online Party/Event platform) offers non-stop DJ- set via My Radio Reach Q4 2014 2,5% Reach Q4 2014 0,8% An audio platform that enables sound creators to upload, record, promote and share their originally-created sounds. Reach Q4 2014 5,3%
  80. 80. 80 DIGITAL
  81. 81. 81 STIR has stopped as the official audience measurement currency in the Netherlands STIR was the primary provider of the official audience ratings for online in the Netherlands. As of June 2013, the Joint Industry Committee (JIC) has stopped measuring reach figures of websites. Dutch Digital Media Measurement (DDMM) is the new provider of the official audience ratings for online. On 12th November, the new data for digital media is presented. DDMM is an initiative of VINEX (online vendors) and PMA (media agencies) using the panel and methodology of GfK. There are some problems with DDMM since iOS8 is available on apple products. Data from devices using iOS8 is not reliable anymore. This caused the six big media owners (TMG, De Persgroep, RTL, NPO, Marktplaats and Sanoma) to step out of the project of DDMM. DDMM is now called GFK- DAM and they are working hard on a solution for the iOS8 problems. All parties are all still in contact to see if they can return to the project after the problems are resolved. Source: www.stir.nl, 25th September 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013
  82. 82. 82 DDMM reach data is not comparable with previous figures due to differences in technology The methodology of DDMM / GfK-DAM is different than the digital measurement of STIR (which means reach data can not be compared). The main differences are: - DDMM / GfK-DAM data is weekly available in stead of monthly - Online reach is measured from 6 years old in stead of 13 years old - Online usage is limited to private use, not at work Source: http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013; www.adformatie.nl/nieuws/grote-uitgevers-zeggen-contract-online- bereiksonderzoek-ddmm-op
  83. 83. 83 The Standard Ad Units Source: IAB: http://www.iab.nl/onze-kennis/standaarden-en-richtlijnen/display-advertising/iab-rising-star-ad-units/, data collected on 10th December 2013 At this moment, 80% of the display advertisements follow the IAB standards. To stimulate the industry and create new possibilities for dynamic brand advertising, IAB US launched a new portfolio of Standard Ad Units in February 2012. This portfolio includes new interactive ad units which are designed and tested by premium vendors and agencies of the digital world.
  84. 84. 84 The Netherlands has the 5th highest internet penetration worldwide. Only Iceland, Sweden, Denmark and Norway have higher penetration levels. 94,0% 0% 20% 40% 60% 80% 100% Iceland Norway Sweden Denmark Netherlands Finland UnitedKingdom Australia NewZealand Japan Germany SouthKorea France Canada Austria Ireland UnitedStates Argentina Spain CzechRepublic Slovenia Hungary Lithuania Poland Portugal Russia Greece Italy Brazil Chile SouthAfrica Turkey China Mexico Thailand Indonesia India Pakistan Internet penetration in 2012 vs 20132012 2013 Source: 2012 data: eMarketer Global Digital Atlas 2012; 2013 data: Internetworldstats.com penetration based on total population
  85. 85. 85 25% 13% 13% 36% 27% 14% 14% 36% 33% 14% 15% 37% 40% 14% 17% 38% 42% 14% 18% 38% 44% 15% 18% 38% Social Networks Buying/selling Streaming video Searching for info 2011 I - 2011 II 2011 II - 2012 I 2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I Over the last two years all online activities have shown an increase in usage. Social networking became very popular: frequent usage almost doubled in 2.5 years Source: NPDM releases: 2010 II – 2011 I to 2013 II – 2014 I, base: total NL 13+ Online activities done ‘often’ – across time
  86. 86. 86 28 28 29 29 29 30 36 42 42 42 0 10 20 30 40 50 Brazil Taiwan Turkey Thailand France Poland Netherlands UK Canada United States Average hours per visitor (per month) Countries with highest time spent online by women Online population is slightly more male, but on a global level Dutch women spent more time online than in most other countries. Internet penetration only stays behind amongst 65+ and lower educated (though showing strong growth). Internet penetration NL 2011 2012 2013 Index (13/11) Male 90.1% 91.1% 92.2% 102 Female 84.4% 86.7% 88.1% 104 13-17 years old 100.0% 99.6% 98.9% 99 18-24 years old 99.4% 97.6% 99.5% 100 25-34 years old 98.2% 98.0% 98.8% 101 35-49 years old 95.3% 97.8% 98.1% 103 50-64 years old 86.9% 90.0% 92.1% 106 65+ 55.0% 57.9% 61.2% 111 Low education 62.7% 66.3% 70.5% 112 Medium education 90.6% 92.5% 93.3% 103 High education 96.7% 97.4% 97.7% 101 Source: Media Standard Survey 2013 (N= 5,100) Source: comScore data gem, based on comScore MMX, Jan 2013, worldwide, females aged 15+
  87. 87. 87 Mobile phone and tablet increase their popularity as a device to get online. Most people (73%) do have online access on a daily bases. 0% 25% 50% 75% 100% Honderden Online access in % 2012 I- 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I 73% 9% 6% 2% 0% 0% 0% 3% 1% 7% (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% 20% 10% 4% 1% 1% 1% 2% 1% 51% (Almost) daily 4-5 days a wk 2-3 days a wk Once a wk Once every 2 wks Once a month < once a month Never Don't know No access at work Online access - At work Source: NPDM releases: 2012 I – 2012 II to 2013 II – 2014 I, base: total NL 13+ Source: NPDM 2013 II – 2014 I, base: total NL 13+
  88. 88. 88 35% 39% 21% 3% 27% 40% 24% 7% 29% 34% 27% 9% 21% 32% 27% 20% 15% 29% 30% 26% 12% 28% 30% 29% 13% 24% 33% 30% 1 device 2 devices 3 devices 4+ devices Number of owned devices June 2011 Dec 2011 June 2012 Dec 2012 June 2013 Dec 2013 June 2014 Device ownership increased from only one in 2011 to more than three in 2014. On average a consumers owns 3.5 devices. Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,008) Consumers own 3.5 of these devices on average: - PC (desktop) - Laptop/netbook - Smartphone - Tablet - e-reader * e-reader is measured since December 2012
  89. 89. 89 Google and Facebook are leading in terms of reach for all platforms combined, Whatsapp is still growing and has a high frequency of use # Top 10 Dgtl Brands Reach (%) Reach (‘000) # Visits (‘000) Frequency 1 Google (exl YT) 79,9 11,257 407,480 36,2 2 Facebook 76,8 10,820 1,116,028 107,3 3 Youtube 65,1 9,173 127,910 13,9 4 Marktplaats 50,7 7,146 70,790 9,9 5 Whatsapp 48,3 6,815 652,557 95,8 6 Bol.com 48,3 6,815 30,193 4,4 7 Wikipedia 45,5 6,407 31,187 4,9 8 Nu.nl 44,5 6,277 147,121 23,4 9 ING 42,8 6,035 102,077 16,9 10 Rabobank 38,4 5,408 64,068 11,8 Source: DDMM, All platforms Nov 2014, TA: 13+ (Since iOS8 apple users are excluded from DDMM, DDMM is working on a solution) 2 2 2 2 3 3 3 3 5 10 0 4 8 12 Sanoma Group Warner Music Telegraaf Media Group Maker Studios Inc. RTL Group Sites Publieke Omroep VEVO Vimeo Facebook Google Sites Unique Viewers (000) Top 10 Online Video Properties Source: comScore data gem, based on comScore VMX, Jan 2014,
  90. 90. 90 Online display advertising market still plagued by high % of waste* Percentage waste Source: MeMo² & DMA-Institute, MeMo² & DMA-Institute Benchmark. Base +5 billion impressions amongst the Dutch market *Waste being defined as served online impressions that were served in an inactive screen (e.g. when multiple browsers or browser tabs are open simultaneously) or above/below the fold (i.e. when scrolling up/down and banners are served outside the screen that’s in-view) 60% 63% 66% 41% 43% 47% 40% 37% 34% 59% 57% 53% 0% 20% 40% 60% 80% 100% 2012 2013 2014 2012 2013 2014 In view > 0 sec. In view > 5 sec. % not in-screen % in-screen
  91. 91. 91 Digital Trends; Google test with no adds and online web shops increase adds Source: https://www.adformatie.nl/nieuws/google-lanceert-tool-voor-advertentievrij-internet; http://www.emerce.nl/nieuws/webwinkels-worden-concurrent-online- mediabedrijven?utm_source=rss&utm_medium=rss&utm_campaign=webwinkels-worden-concurrent-online-mediabedrijven Google is testing on a number of websites to get an add free subscription for these sites. There is a growing resistance for ads on websites and at Spotify and Netflix people already are willing to pay for an add free subscription. Big online web shops try to earn more money by adding commercial messages on their sites based on the behavior of the consumers on their sites. By doing this online web shops become competitors of traditional online media channels. Seen on Mediamarkt.nl
  92. 92. 92 Update cookie legislation. After Hasty introduction of EU legislation in june 2012, the Dutch government has eased the legislation. No more cookie walls a more subtle approach seems sufficient. An information bar that tells the visitors that cookies are placed. No longer user permission needed for non-privacy breaking cookies (like analytics cookies). Website has to inform visitors about all other cookies that are placed. A subtle notification is enough. When an user accept the cookies the notification bar will disappear. Cookies on mobile devices do not deliver the same information as ‘normal’ cookies on regular desktop websites. It depends on which software the mobile device is running (iOS/Android) and which app is used. Although new technology is being developed to get better and more information from mobile devices. Source: IAB report on Online Ad Spend, the Netherlands H1 2013 | http://www.iab.net/media/file/IABDigitalSimplifiedMobileCookies.pdf
  93. 93. 93 SOCIAL MEDIA
  94. 94. 94 Facebook seems to have plateaued at very high level. YouTube is (stable) second network in terms of claimed usage Source: Newcom, Dutch National Social Media Survey 2014, TA: 15+ Do you use the Social Media listed below? 80% 60% 40% 20% 0% 2011 2012 20132011 2014 53% 47% Almost 9 out of 10 people use Social Media
  95. 95. 95 Facebook and YouTube are most used platforms in the year 2014 Source: Newcom, Dutch National Social Media Survey 2014, TA: 15+ Social media in the Netherlands in 2014 The absolute numbers are a projection of the results based on the following data: Number of Dutch people Target population Dutch people15+ 16.779.575 0,83 Internet penetration Population 0,94 13.067.554 Main platforms: Upcoming platforms:
  96. 96. 96 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Account ownership Q1 2014 Q2 2014 Q3 2014 Q4 2014 Facebook is climbing in people owning an account but the active users are declining. Same trend between different age groups. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Active users monthly Q1 2014 Q2 2014 Q3 2014 Q4 2014 Source: GlobalWebIndex, 2014, Base Internet Users NL16+ (N=761), Active user ‘Have done in the past month’
  97. 97. 97 11 13 23 7 10 7 23 52 25 28 34 32 30 25 30 33 29 29 25 32 33 32 24 10 24 21 15 23 21 25 17 5 11 8 4 7 7 11 6 Facebook Twitter Instagram Linkedin Pinterest Google+ Tumblr Snapchat Age distribution of social networking sites in NL 65+ 50-64 35-49 20-34 13-19 Snapchat is used by very young people (52% 13-19). Source: DDMM, November 2014, 13+ (Since iOS8 apple users are excluded from DDMM, they are working on a solution)
  98. 98. 98 Social Media users in the Netherlands: All layers of society use Social Media, but privacy concerns are still an issue Hesitants 4.6 million Convinced 3.5 million Dedicated 2 million Sceptic 3 million Source: Newcom, Dutch National Social Media Survey 2014, TA: 15+ Limited use of Social Media Neutral attitude towards Social Media Hesitant about future role Limited or no use of Social Media Social Media is a distant concept No confidence whatsoever Active on several platforms Relatively confident A part of life More than average use of Social Media Confident in increasing role Social Media Open to new developments
  99. 99. 99 MOBILE
  100. 100. 100 Smartphone penetration is further increasing to 76% 39% 45% 48% 58% 65% 67% 70% 76% 0% 20% 40% 60% 80% Historical development of smartphone penetration in NL Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,007) 9.9 million Smartphone users
  101. 101. 101 All age groups become more mobile through time. Across all groups an increased tablet penetration is evident 0% 25% 50% 75% 100% Men Women Age 13-34 Age 35-49 Age 50-64 Age 65+ % uses a smartphone jun-11 dec-11 jun-12 dec-12 jun-13 dec-13 jun-14 dec-14 0% 25% 50% 75% 100% Men Women Age 13-17 Age 18-34Age 35-49 Age 50-64 Age 65+ % uses a tablet Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,007)
  102. 102. 102 0 1 2 3 4 5 Averagetimespendinminutes Smartphone and tablet usage during the day Smartphone Tablet Tablet and mobile usage show biggest gap during daytime; mobile is used on the way and at work; tablet mainly at home Source: Media:tijd 2014, TA: 13+ (N=2,989)
  103. 103. 103 Main mobile phone activities are calling, text messages, chat, internet, e-mail, camera and social media 80% 74% 29% 12% 19% 37% 49% 10% 72%7%44% 70% 17% 83% 71% 29% 74% 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, December 2014, base: online population 13+ (N=1,007)
  104. 104. 104 Main tablet activities are internet, e-mail, games and social media 90% 73% 32% 32% 15%8%61% 3% 38% 20% 37% 68% 33%4%2%16%8% Tbalet 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, December 2014, base: online population 13+ (N=1,007)
  105. 105. 105 The Standard Ad Units – Mobile and tablet Display Source: IAB website: http://www.iab.nl/2014/06/12/iab-taskforce-mobile-past-mobile-advertising-standaarden-aan-2/, data collected on 30th June 2014 The usage of mobile internet and smartphone apps increased significantly in the past few years. This has led to the fact that mobile advertising became a substantial component of the online advertising market. As a result of the expanded market, IAB defined guidelines for standardization. Display banner Smartphone Smartphone standard: Single: 640 x 100 Double size: 640 x 200 Half page: 640 x 500 / 640 x 480 Full page: 640 x 960 Tablet standard: Medium rectangle: 600x 500 Floor ad: 728 x 60 Full page (portrait): 1536 x 2048 Full page (landscape): 2048 x 1536 Leaderboard: 728 x 90
  106. 106. 106 Mobile and In-app is showing high growth in 2013. Website/browser Display advertising revenue per medium Breakdown Mobile website and In-app 2013 Mobile website & In-app E-mail 4% 9% 87% 2011 2012 2013 In-app Mobile website 1,4% 1,2% 1,6% 1,6% 4,7% 5,3% Source: IAB report on Online Ad Spend, the Netherlands 2013
  107. 107. 107 Most activity on PC/Laptop. Mostly same activities at different platform, although popularity activities per platform differs. 17% 19% 19% 21% 22% 23% 28% 28% 29% 32% Watched a video clip Search for product or service to buy Used Instant Messenger Reviewed a product or brand online Uploaded photos online Managed your social network profile Used a social networking service Checked the weather online Used Webmail Used internet banking Top 10 - Mobile 34% 34% 46% 46% 52% 52% 53% 57% 58% 73% Used a social networking service Checked the weather online Managed your social network profile Uploaded photos online Used Webmail Search for product or service to buy Purchased a product online Watched a video clip Reviewed a product or brand online Used internet banking Top 10 - PC / Laptop 9% 9% 9% 10% 10% 11% 14% 14% 14% 15% Managed your social network profile Watched a video clip Purchased a product online Used a social networking service Checked information on music, leisure or entertainment Checked the weather online Reviewed a product or brand online Search for product or service to buy Used Webmail Used internet banking Top 10 - Tablet Source: GlobalWebIndex, 2014.Q4, Base Internet Users NL16+ (N= 761), Have done in the past month
  108. 108. 108 Apps are main platforms for mobile usage, especially for smartphones Source: DDMM, average monthly reach Q4 2014, TA:13+ (Since iOS8 apple users are excluded from DDMM, DDMM is working on a solution) 25% 30% 31% 37% 38% 39% 46% 60% Nu.nl Gmail Google Search Google Maps Youtube FB Messenger Facebook Whatsapp Overall top smartphone Apps Phone reach % 16% 17% 19% 21% 22% 23% 32% 36% Nu.nl Candy Crush Gmail FB Messenger Google Maps Google Search Youtube Facebook Overall top tablet Apps Tablet reach %
  109. 109. 109 In media apps both on mobile and on tablet Nu.nl and Youtube are most widely spread 6% 8% 8% 8% 10% 12% 16% 20% 31% 33% Google Play Music NPO (uitzending gemist) RTL XL Ad.nl Teletekst De Telegraaf NOS Spotify Nu.nl Youtube Top 10 Media apps - Mobile 11% 11% 12% 17% 18% 18% 19% 20% 30% 37% Netflix Teletekst Ziggo De Telegraaf NPO (uitzending gemist) RTL XL NOS Spotify Nu.nl Youtube Top 10 Media apps - Tablet Avarage # of apps on Mobile: 26 Avarage # of apps on Tablet: 25 Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,007)
  110. 110. 110 PRINT
  111. 111. 111 NOM audience measurement in the Netherlands ‘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 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. 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 Per 1 January ’15 HOI is merged with NOM. HOI was the institute for certified circulation. Per 1 January HOI will continue as a certification mark as part of NOM.
  112. 112. 112 NEWSPAPERS
  113. 113. 113 Newspapers print circulation still decreasing (-8% 2013 vs 2012), but e-paper* gains terrain in newspaper landscape 0 500 1.000 1.500 2.000 2.500 2005 2006 2007 2008 2009 2010 2011 2012 2013 Quarterly circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets E-paper Source: HOI, audited circulation figures for all paid-for and free-of-charge titles. Based on print only up until FY 2012. From 2013 unwards based on print total (print only + combi print + replica). *E-paper refer to the exact digital copy of a newspaper, e.g. in pdf-format, which can be accessed via the newspaper’s website, via an email download link or via a mobile app. NB: This does not include a newspaper’s regular website or mobile site (Digital only replica and Digital only non-replica)
  114. 114. 114 Title Total circulation 2012 Total circulation 2013 % change total circulation YoY Total circulation 2014 Q3 De Telegraaf 582,582 533,227 -8% 526,490 AD 420,977 411,772 -2% 400,836 De Volkskrant 260,708 255,097 -2% 255,471 NRC Handelsblad 199,359 189,979 -5% 165,342 Trouw 104,155 102,768 -1% 106,066 NRC.Next 79,387 62,965 -21% 44,836 Het Financieele Dagblad 54,678 53,861 -1% 48,519 Reformatorisch Dagblad 50,248 48,361 -4% 45,980 Nederlands Dagblad 26,039 23,761 -9% 21,791 1,780,145 1,681,791 -5% 1,676,167 Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation). All newspapers have dropped based on circulation in 2013. Despite a 8% drop in circulation, De Telegraaf remains the biggest newspaper. NRC.Next shows a big decrease in circulation.
  115. 115. 115 Online reach of news sites is bigger than traditional print. Nu.nl and NOS have a higher online reach compared to the two main newspaper sites (Telegraaf and AD) # Top 10 online News brands Reach (%) Reach (‘000) # Visits (‘000) Frequency 1 Nu.nl 57,5 8,100 466,127 57,5 2 NOS 51,6 7,274 388,901 53,5 3 AD 49,9 7,032 200,560 28,5 4 Telegraaf 50,5 7,116 211,940 29,8 5 RTL nieuws 36,7 5,179 72,599 14,0 6 de Volkskrant 22,7 3,204 32,753 10,2 7 Metro 18,9 2,665 9,796 3,7 8 NRC 16,5 2,320 11,179 4,8 9 Sp!ts 11,6 1,631 5,440 3,3 10 Trouw 10,3 1,455 6,526 4,5 Source: DDMM, All platforms Q4 2014, TA: 13+ (Since iOS8 apple users are excluded from DDMM, DDMM is working on a solution)
  116. 116. 116 - 20 40 60 80 100 120 140 January February March April May June July August September Oktober November December Mediaspend(inMillions) 2011 2012 2013 2014 In the summer period there is a small decrease in spend. Spend also increases leading up to the Christmas season Seasonality spend influences for newspapers. Source: Nielsen, 2011 -2014, data run off on 15 January 2014
  117. 117. 117 When looking at individual brand level, Kras comes out on top followed by NRC and Lidl. No. Brand Category Gross spend in € 2014 1HY 1 Kras Reizen Travel 52.218.808 2 NRC Media 41.916.686 3 Lidl Retail 28.666.124 4 Stip Reizen Travel 24.876.286 5 RVG Communicatie Media 23.642.276 6 KPN Telecom 22.928.217 7 Corendon Travel 20.524.456 8 Molenaar Health 17.565.763 9 Aldi Retail 17.203.043 10 Vodafone Telecom 14.077.069 On category level Travel has 3 brands in the top 10. Media, Telecom and Retail all have 2 brands in the top 10 Source: Nielsen, 2014, data run off on 15 January 2014
  118. 118. 118 0 20 40 60 80 100 120 140 160 180 Mediaspend(inmillions) 2013 2014 +23% +22% +39% -14% -39% -23% Telegraaf and Brabant Combinatie stay on top. Local daily newspapers are well represented. Source: Nielsen, 2013 – 2014, data run off on 15 January 2015
  119. 119. 119 Title Media owner / Publishing house Sales house Distribution Metro Telegraaf Media Nederland / Landelijke Media B.V. Telegraaf Media Nederland National distribution & special editions in Amsterdam, The Hague, Rotterdam Since 1 October, only 1 free sheet is left: de Spits has been integrated in the Metro, it remains in the ownership of Telegraaf Media Telegraaf Media also started with the tabloid format for the de Telegraaf as the last of all the main newspapers in The Netherlands (only Financieel Dagblad is still in Broadsheet format)
  120. 120. 120 Use of newspapers on Digital platforms 36% 17% 15% 38% 20% 20% 36% 21% 23% Pc/Laptop Mobile Tablet Daily use NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I Source: NPDM releases: 2012 II – 2013 I to 2013 II – 2014 I, base: total NL 13+ 0% 2% 4% 6% 8% 10% 12% 14% Less than once a month Once a month Once every two weeks Once a week2-3 days a week 4-5 days a week 6-7 days a week Pc/Laptop Mobile Tablet
  121. 121. 121 Blendle is a new platform for quality content. For a small fee subscribers are one click away to buy articles from several newspapers and magazines. Articles are ranged from 15 cents for a small article to almost an euro for a long read. Blendle received an investment of 3 million dollar expanding in other countries by the New York Times and the Springer media group. On 11-12-2014 Two big publishers Wegener and De Persgroup announced they will merge together in one company called: De Persgroep Nederland. New media development: pay-per-article and a fusion of two media companies Source: http://www.nu.nl/media/3913043/blendle-krijgt-3-miljoen-van-new-york-times-en-axel-springer.html; http://nederlandsmedianieuws.nl/media-nieuws/De-Persgroep-en-Wegener- fuseren-tot-%C3%A9%C3%A9n-bedrijf.html
  122. 122. 122 MAGAZINES
  123. 123. 123Source: Retriever, July 2014 | HOI Q1 2014 (audited circulation figures) Fact Sheet Consumer Mags Circa 1,380 consumer magazine titles registered by Retriever, only 214 have audited circulation figures by HOI Based on the 214 audited titles Total circulation (incl. free circulation) = 24.0 million Paid circulation = 14.7 million This can vary strongly by category, e.g. • Subscriptions important to Management, Sports , Family & Celebrity and Radio & TV listings • Newsstand sales important to Culinary, Mind & Body and Women’s • Beauty care brands are the top magazine advertisers
  124. 124. 124 0 1000 2000 3000 4000 5000 6000 2009 2010 2011 2012 2013 Quarterly circulation figures (in ‘000s) Culinary mags (incl sponsored) Family & celebrity Women's TV listings Home decoration, gardening & DIY Kids & youth Special interest Parenting Sports Management Other Magazine circulation also decreasing slowly but steadily (-6% YoY); home decoration, gardening and DIY shows uplift in 2013 Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
  125. 125. 125 Top 10 magazine titles in terms of circulation Publication type Total circulation 2012 Total circulation 2013 % change total circulation YoY Total circulation 2014 Q3 Kampioen Family 3,540,991 3,529,929 0% 3,568,743 Allerhande* Sponsored mags 2,276,028 2,276,768 0% 1,994,806 Boodschappen* Sponsored mags 1,955,874 1,963,050 0% 1,965,792 SPOOR Sponsored mags 1,306,852 1,302,667 0% 1,198,851 Eigen Huis magazine Home deco/gardening/DIY 694,817 706,008 2% 701,031 Vrouw Women's 683,466 626,594 -8% 623,239 Veronica Magazine TV listings 707,510 592,725 -16% 462,287 Zorgbelang Special interest 508,935 509,810 0% 511,451 Film1 Sport1 Gids TV listings 465,022 454,524 -2% Libelle Women’s 405,558 377,441 -7% 350,610 Total (across all titles) 29,846,651 25,260,696 -15% 20,390,805 Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation. Sponsored magazines have the highest circulations. Veronica shows a big decrease in circulation.
  126. 126. 126Source: NOM Print & Doelgroep Monitor 2013-II 2014-I, base: total NL 13+ (N=21,065) Women’s, family & celebrity 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/celebrity 5,304 37,6 Allerhande Sponsored 4,245 30,1 Libelle Women’s 1,914 13,6 Veronica TV listings 1,693 12,0 Donald Duck Kids/youth 1,606 11,4 Privé Family/celebrity 1,264 9,1 Vrouw Women’s 1,264 9,1 Margriet Women’s 1,286 9,1 LINDA. Women’s 1,133 8,0 Quest Science 1,079 7.7
  127. 127. 127 - 10.000 20.000 30.000 40.000 50.000 60.000 GrossmediaspendX1000 2011 2012 2013 2014 There is a strong seasonality in magazines in which the summer period shows a strong decrease in media spend. It shows highest spend levels in spring, fall and during the Christmas season. Seasonality spend influences for consumer magazine titles. Source: Nielsen, 2011 -2014, data run off on 21 January 2015
  128. 128. 128 No. Brand Category Gross spend in € 2014 1 Sanoma* Media 6.505.387 2 ANWB Transport 5.339.856 3 Andrelon Health 4.455.681 4 Hollandse Nieuwe Telecom 4.378.225 5 Vrouwonline Media 4.171.614 6 SBS6 Media 4.155.486 7 Voordeeluitjes Travel 3.656.034 8 Elsevier Media 3.558.472 9 Becel Food 3.357.648 10 Albert Heijn Retail 3.142.107 When looking at individual brand level in Magazines advertising, Sanoma comes out on top followed by ANWB and Andrelon Overall, Media dominates, with 4 brands amongst the top 10. Source: Nielsen, 2014, data run off on 21 January 2015 *Sanoma brand consists of all media of Sanoma. Most ads are for their own magazines.
  129. 129. 129 0 5 10 15 20 25 30 35 Mediaspend(inmillions) 2013 2014 +8% +28%+15% -16% -10% -24% In advertising revenue Allerhande is on top in 2014 and grew slightly compared to 2013. Source: Nielsen, 2013 – 2014, data run off on 21 January 2015
  130. 130. 130 Use of Magazines on Digital platforms 12% 4% 6% 13% 5% 8% 12% 5% 8% Pc/Laptop Mobile Tablet Digital use Magazines NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I Source: NPDM releases: 2012 II – 2013 I to 2013 II – 2014 I, base: total NL 13+ 0% 1% 2% 3% Less than once a month Once a month Once every two weeks Once a week2-3 days a week 4-5 days a week 6-7 days a week Pc/Laptop Mobile Tablet
  131. 131. 131 Sanoma Media Nederland In October 2013, Publisher Sanoma announced a large reorganization. - Sanoma will focus on 17 titles: o Libelle, Margriet, Flair, Viva, LINDA, Flow, Story o Donald, Tina, Zo Zit Dat, Fashionista o Ouders van Nu, Kek Mama o VT Wonen, Ariadne at Home, Eigen Huis & Interieur o AutoWeek - In June 2014, Sanoma announced it has sold 19 titles to New Skool Media. The transition of the following titles will be finalized Q4 2014: Home and Garden, Seasons, Knipmode, Knippie, MOTO73, MOTOR, Formule1, Truckstar, Babygids, Roots, delicious., Vorsten, KIJK, Know How, ZIN, Fiets, FietsActief, Procycling en Zeilen - In July 2014, cluster Men is sold to Pijper media Nieuwe Revu, Panorama, Playboy - Sanoma has ended publication of magazines FAB and Nusport, both titles are now digitally exploited Source: Persbericht – Sanoma Media Netherlands bereikt overeenstemming over verkoop 19 titels, 06th June 2014 | Retriever, 29th September 2014
  132. 132. 132 Wendy, new feel good glossy around Wendy van Dijck Circulation: 100.000 | 1/1 page FC’15 € 10,000 | 4 x year Harpers Bazaar, world famous fashion magazine started in the fall of 2014 in the Netherlands Circulation: 80.000 | 1/1 page FC € 12,500 | 10 x year Gloss, new magazine about national and international stars focusing on women 35-55 Circulation: 90.000 | 1/1 page € FC 5,000 | every two weeks Introductions Source: Retriever January 2015
  133. 133. 133 OUT OF HOME
  134. 134. 134 In September 2011, the new currency for audience measurement was launched for OOH: VAC, the visibility adjusted contact. Compared to former audience measurement approaches, VAC is based on a new way of measuring: Inventory and classification of street objects; Measuring of all traffic; Field research to travel behaviour; Measuring 13-75 year olds; Differentiates between location of objects (near pathway, railway stations, shopping centres, supermarkets, parking garages, petrol stations and traffic advertisement) Audience measurement for OOH – from OTS to VAC Source: Het Buitenreclame Onderzoek 2011
  135. 135. 135 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 analyzed via specialist software (CAFAS) that is accessible to all planners. VAC data available via CAFAS software Source: Het Buitenreclame Onderzoek 2011 Due to conflicting interests, Interbest stopped participating as of 1st March 2013.
  136. 136. 136 Fact Sheet Outdoor Shelters (6-sheets), billboards (48s and 96s) and Masts are the most widely used formats. Street shelters (6-sheets) and billboards are in the hands of 4 major players. summer time high(er) discounts are possible whilst advertisers benefit from more daytime light (= more people out and about in the streets) High variety in outdoor media objects and sizes; number of digital objects is increasing. Growing offer of digital screens and incorporated technology allow interaction with target audience (e.g. via Bluetooth, QR codes and NFC) JCDecaux will introduce a starting price with indexnumbers in 2015 as the first of the OOH players. Also JCDecaux is rumoured to try to buy Clear Channel and becoming the biggist OOH player in the world.
  137. 137. 137 Company Objects JCDecaux Ad shells/6s, billboards, odd-sized objects ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations Clear Channel Hillenaar Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations Interbest Masts near highways Azero A0 posters Centercom Posters and LCD screens in shopping centres and supermarkets and A0 posters MMD Media Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs, petrol stations, billboards 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 Outdoor Media Owners Source: Retriever, June 2014
  138. 138. 138 Outdoor market dominated by 4 big players, JCDecaux, ExterionMedia, Clear Channel and Interbest. Overall media spend for OOH increased in 2014 with 5% and all players increased. Source: Nielsen, 2011 – 2014, data run off on 6 November 2014 0% 10% 20% 30% 40% Share of gross media spend OOH 2011 2012 2013 2014 Total Spend 2011: € 415,235,318 Total Spend 2012: € 468,007,528 Total Spend 2013: € 477,697,912 Total Spend 2014: 505,435,502 Others €
  139. 139. 139 Shelters and billboards – reach main package per vendor Source: CAFAS, June 2014, database version 13.0.q3 | Reach is based on biggest package per vendor available in CAFAS. 0% 20% 40% 60% 80% 13-29 20-34 35-49 50-64 65-75 Exterion JC Decaux Clear Channel Centercom Shelters 0% 20% 40% 60% 80% 13-29 20-34 35-49 50-64 65-75 Exterion JC Decaux Clear Channel MMD Billboards
  140. 140. 140 Since 21st January 2014, CBS Outdoor is internationally rebranded as Exterion Media. The change follows the acquisition of CBS Outdoor International in September by Platinum Equity, a private equity firm specialized in mergers, acquisitions and operations. CBS Outdoor International to rebrand as Exterion Media Source: http://www.cbsoutdoorinternational.com/About-Us/Press-Centre/Press-Releases/CBS-Outdoor-International-to-rebrand-as-Exterion-Media/
  141. 141. 141 - 10.000 20.000 30.000 40.000 50.000 January February March April May June July August September Oktober November December GrossmediaspendX1000 2011 2012 2013 2014 No clear seasonality influences for OOH. Source: Nielsen, 2011 – 2014, data run off on 10 November 2014 No real seasonality influences. Although spend show a small increase during the year. Despite there is no real seasonality influence, JCDecaux introduce season based indices.
  142. 142. 142 No. Brand Category Gross spend in € 2014 1 McDonalds Fastfood 12.666.030 2 Vodafone Telecom 10.483.065 3 Belsimpel.nl Telecom 9.837.814 4 KPN Telecom 8.790.858 5 Samsung Consumer Electronics 8.119.161 6 Lidl Retail 7.562.801 7 Schiphol Travel 7.260.066 8 Tix.nl Travel 6.302.114 9 Corendon Travel 6.227.513 10 Rabobank Banking 6.129.918 Looking at an individual brand level McDonalds dominate the market of OOH spend. Source: Nielsen, 2014, data run off on 22 January 2015 Overall, Telecom and Travel dominate both having 3 brands in the top 10.
  143. 143. 143 NFC (Near Field Communication) By implementing a NFC chip in an ad shell, consumers are able to respond directly with their smartphones. The options to include are video/audio, buying, store locator, voucher and apps. Web enabled objects Interactive ad shells, like live video feed, digital screens or cameras. The digitalization of OOH offers many opportunities to interact with consumers Digital Flagship Store or Online Shopping Ad shells With apps like Layar or QR codes consumers can directly buy products from stickers on a store or ad shell Augmented reality Creating augmented reality concepts focus on interactive content
  144. 144. 144 Top 6 lessons for brands creating experiences for millenials, moms and men while ‘on the go’ Millenials Moms Men Source: SMG proprietary qualitative research, Human Experience Centre – On the Go e-commerce, June 2014 1. DESIGN AROUND THE SHOPPING OCCASSIONS OF OTHERS 2. DESIGN FOR SPONTANEAITY, NO IMPULSIVITY 3. TRAVEL TIME IS A BRAND’S PLAYGROUND 5. EMBRACE THE JOY THAT TECHNOLOGY ITSELF CAN BRING 6. BALANCE KNOWING ME AND SUPRISING ME 4. HELP GUYS CREATE A SECOND SELF 1. TURN WASTED TIME INTO WANTED TIME 2. MAKE SHOPPING LISTS A TEAM SPORT 3. REMOVE STEPS FROM HER EVERYDAY CHORES 5. MAKE QUEUES A THING OF THE PAST 6. MAKE TRYING ON FUN 4. ELEVATE HER SMART SHOPPING STATUS 1. TAKE A LOAD OFF 2. EMPOWER THEM WHEN THEY ARE IN A BIND 3. CUSTOMISE TO ALLOW FOR FLEXIBILTY 5. TRANSFORM ALL TRAVEL TIME INTO ACTIVE TIME 6. BLEND THE BEST OF BOTH WORLDS AND GIVE THEM A BONUS 4. PROVIDE ‘PRIVATE SOCIABILITY’
  145. 145. 145 New digital sites Source: Vivaki Exchange new in 2014
  146. 146. 146 CINEMA
  147. 147. 147 30.8million cinema visitors in 2014 (+0.0%) €8.12Average price per ticket (+,02%) 47%visits the cinema at least once every 6 months In 2014 Cinema visitors remained at the same level as 2013, the total number of cinema visitors is at a historically high level (previously seen in 1978) Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2014 press release www.adformatie.nl/nieuws/bioscoopbezoek-blijft-gelijk-2014 | NOM Print & Doelgroep Monitor 2013 II – 2014 I, N= 21,065
  148. 148. 148 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 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 #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 2013
  149. 149. 149 0 50 100 150 200 250 300 0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5 January February March April May June July August September Oktober November December Visitorsindex Mediaspend(inMillions) Average vistors index 2007-2011 2011 2012 2013 2014 Not a clear seasonality is visible in ad spend for Cinemas only a steady rise in December is visible. Also visitor index and spend doesn’t show a similar pattern. Seasonality influences for Cinema. Source: Nielsen, 2011 -2014, data run off on 23 January 2015 | Average seasonality cinema visits Jean Mineur Network 2007-2011
  150. 150. 150 The Dutch film Gooische Vrouwen was the most populair and most profitable film in 2014 Gooische Vrouwen was the most populair movie in 2014, 1,182,335 Visitors have seen this film on screen (10,1 million at Box Office) The Hobbit (3D): Battle Of The Five Armies, was the second most popular movie, 833.448 visitors have seen this film. (8,5 million at Box Office) The Wolf of Wall Street was the third most popular movie; 670.755 visitors. (5,9 million at Box Office) Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association), Press release January 2015
  151. 151. 151 FREQUENCY CINEMA VISITS PER MONTH Target audience Visits per month (x 1,000) Visits per month % Total 13+ 900 6,4 Men 484 7,0 Women 416 5,8 Age 13-19 190 14 20-34 338 11 35-49 159 4,4 50+ 213 3,6 Level of wealth 1 (high) 277 8,8 2 149 6,5 3 260 7,7 4 198 5,0 5 (low) 15 1,1 Cinemas attract a younger audience with a higher level of wealth Source: NOM Print & Doelgroep Monitor 2013 II – 2014 I, base: total NL 13+ (N=21,065)
  152. 152. 152 The increase in cinema visitors was mainly due to the age groups 30/39 and 65+ 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 2012 2013 Cinema Reach in years in age groups 16-17 jaar 18-23 jaar 24-29 jaar 30-39 jaar 40-54 jaar 55-64 jaar 65+ jaar Source: Bioscoop Monitor 2013-2014
  153. 153. 153 SANDERGEERLING Insights Executive sander.geerling@starcom.nl MAAIKEDEVRIES Insights Consultant 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!

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