Media Investments - March 2015

Overview January – March 2015MEDIA INVESTMENTS

-2% decrease of media investments for January-March 2015 compared to January-March 2014.

Culture, Tourism, Leisure & Sports is the sector where money is the most invested. Followed by Retail, Transport & Services.

Executive Summary

Source : Nielsen, Gross Investments, Adstat, JAN-MAR 2014 & 2015.

Top 3 advertisers

Top 3 brands

Media Mix

YTD 2014 YTD 2015

23% 22%

7% 6%

3% 3%

37% 38%

14% 15%

1% 1%

9% 10%

6% 6%

Internet

Outdoor

Cinema

Radio

TV

Free Sheets

Magazines

Daily Press

• Slight increase for Outdoor, Radio & TV.• General stability of the Media Mix. % global decrease in 2015 vs 2014 but stability of the


-6% global decrease in 2015 vs 2014 but stability of the mediamix. TV & Dailies have the biggest share of investments. All media suffered decreasing investments

-2%

• TV & Dailies have the biggest share of investments. All media suffered decreasing investments.• Heavy decrease of investments for Cinema (-33%) and Free Sheets (-21%). • Only Outdoor (+4%) and TV (+1%) increased their investments.

Negative trend in the investments except for Outdoor


Media YTD 2014 YTD 2015 2015 vs 2014

Outdoor 78.019.284 81.428.516 4%

TV 316.427.518 318.075.082 1%

Radio 124.493.311 123.693.707 -1%

Daily Press 194.261.960 187.540.681 -3%

Internet 54.391.425 51.832.072 -5%

Magazines 58.519.135 54.876.390 -6%

Free Sheets 29.193.449 23.088.227 -21%

Cinema 6.473.214 4.329.358 -33%

Grand Total 861.779.294 844.864.032 -2%

Top 10 sectors

Culture, Tourism, Leisure & Sports

Retail Transport Services Food Home - Office Equipment

Beauty - Hygiene Telecom Health - Wellbe-ing

Home - Office Care

YTD 2014 215006636 141932949.51 105129716.79 114610741.33 82773454.38 41781273.22 46581055.1 44615556.4 22677897.53 21729909.67

YTD 2015 215098177.4 137601298.76 118037122.08 95840340.68 88170768.92 45171408.02 42519738.89 32557284.44 23031581.88 22864062.03

25,000,000

75,000,000

125,000,000

175,000,000

225,000,000

+12% +8%+7%0% -9% +2% +5% -27%-3% -16%


• March was the highest peak of investments for Culture, Tourism, Leisure & Sports, Retail and Services in 2014.• Transport had its highest peak in January (due to the Brussels’ Auto Show) in 2014. • Noticeable increase for Transport (+12%), Home – Office Equipment (+8%) and Food (+7%).• Important decrease for Telecom (-27%), Services (-16%) and Beauty – Hygiene (-9%).

Top 10 advertisers

D'Ieteren Auto Procter & Gamble

Unilever Mediahuis Proximus Reckitt & Benckiser

Coca-Cola De Persgroep Renault Colruyt

YTD 2014 18652919.02 18861562.99 13383645.4 7817484.92 12340726.79 8984264.49 8550991.53 7793257.45 8908623.76 5111033.55

YTD 2015 22998239.89 17525892.13 14049518.18 13420670.1 10781357.22 10236057.5 9375586.42 8953881.18 8044535.56 7911181.65

2,500,000

7,500,000

12,500,000

17,500,000

22,500,000

-6% global decrease in 2015 vs 2014 but stability of the mediamix. TV & Dailies have the biggest share of investments. All media suffered decreasing

investments

+5% +14%-13%+23% +10% -10% X 1,5 +15%-7% X 2

• D’Ieteren Auto at the top with +23% more invested than last year.• General positive trend especially for Mediahuis (x2) and Colruyt (x1,5).• Proximus (-13%), Renault (-10%) and Procter & Gamble (-7%) decreased their investments over that

period.

Source : Nielsen, Gross Investments, Adstat, JAN-MAR 2014 & 2015.Proximus and Belgacom investments were cumulated.Mediahuis, Concentra & Corelio were cumulated.

VW Mobistar Ford Colruyt ING Citroën Renault Opel Peugeot BMW

YTD 2014 7325948.81 9075672.29 5120437.06 5072130.55 4623839.5 6884965.45 7484296.27 5380252.06 7691376.49 2162627.36

YTD 2015 7760277.92 7172725.12 7140880.38 6891687.28 6729564.4 6354036.84 6312219.48 5890712.82 5768562.59 5487862.29

500,000

1,500,000

2,500,000

3,500,000

4,500,000

5,500,000

6,500,000

7,500,000

8,500,000

9,500,000

Top 10 brands

-6% global decrease in 2015 vs 2014 but stability of the mediamix. TV & Dailies have the biggest share of investments. All media suffered decreasing

investments

+39% -8%+46%+6% -16% -25% X 2,5 +9%-21% +36%

• VW is leading the top 10 with +6% invested compared to 2014.• BMW largely increased its investments by 2,5.• Also increasing their investments : ING (+46%), Ford (+39%), Colruyt (+36%) and Opel (+9%).• Negative trend for Peugeot (-25%), Mobistar (-21%), Renault (-16%) and Citroën (-8%).


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Media Investments - March 2015

Marketing

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