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

1. STARCOM
Media Landscape
2013 Q4 Update
The Netherlands

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. THE NETHERLANDS
GENERAL STATS & FIGURES

4. Dutch population is growing and getting older, with the number of 1-person
households increasing
Population (in ‘000s)
17.000
16.193
+ 3.21%
since 2003
16.000
15.500
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Average age
41
40,8
2,28
2,19
6.000
4.000
4.767
4.612
2.000
2.802
2.384
0
40
39
8.000
2,4
2,2
2,0
1,8
1,6
1,4
1,2
1,0
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
38,6
38
+ 4.62%
since 2003
37
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: CBS, Statline , January 2014
Single person household
Average no. of people in HH
Multiple person household
Average no. of people in HH
Household size
Number of HH (in ‘000s)
16.500
16.780

5. Due to stagnant disposable household income, consumer confidence remains
low
Annual disposable HH income
34
32,6
30
28
33,1
33,3
33,2
33,1
33,2
30,6
28,3
29,0
29,4
26
24
Consumer confidence
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Despite the
economic crisis,
disposable HH
income hasn’t
actually declined
but remained
stable
Difference % positive and
negative answers
€ (in ‘000s)
32
30
20
10
0
-10
-20
-30
-40
-50
2007 Jan 2008 Jan 2009 Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 Jan
Source: CBS, Statline , Jan 2014 (NB: 2013 figures for disposable HH income haven’t been published yet)

6. The effects of
the difficult
economic
climate also
continue to be
felt in the
Netherlands
Key Economic
Indicators NL
2011
2012
2013
2014
Inflation
2.3%
2.5%
2.75%
2%
Economic growth
0.9%
-1.2%
-1.25%
0.5%
Purchasing power*
-1.0%
-2.4%
-1.25%
-0.5%
Unemployed (in ‘000s)
389
469
615
685
Unemployment %
4.4%
5.3%
7.0%
7.5%
Source: CPB, Kerngegevenstabel 2011-2014, September 2013 (* Median all households)

7. Varied media landscape, with large number of different media
titles/channels/stations, especially amongst magazines
Media types
National
Regional/Local
Others
Television channels
3 public
20 commercial
50 regional channels
Digital commercial channels: 9
Radio stations
7 public
9 commercial
13 public
16 commercial
Newspapers
Newspapers titles
10 (+ 2 freesheets)
18
Magazine titles
232 consumer magazine titles
75 trade magazine titles
owners)
Cinemas (# of media owners)
1
1
owners)
Outdoor (# of media owners)
10
4
Source: Nielsen, 2013 , data run off 30th September 2013; Retriever
Home-delivered (weekly) freesheets
(HaH-Bladen): 1,188
7 newspaper magazines
13 Sponsored magazines
Digital screen: 4

8. OVERALL TRENDS & RANKINGS

9. SoLoMo is the future
Social
So
Social media connects
people worldwide with
events, activities and each
other
Local
Lo
Mobile
Mo
Increasing ability for brands
and organizations to
respond to people’s
whereabouts and out-ofhome activities
Mobile technology makes it
possible to reach people
anywhere, anytime

10. 10 crucial consumer trends of 2013
“Consumers are becoming more
involved in the financing and
development of new products
and brands”
“Show off the new 'it' cultures”
“Emerging markets that serve
other emerging markets.
Worldwide”
“Consumers wish 'useful' or
even profitable data”
Source: trendwatching.nl, 10 crucial consumer trends for 2013
“Multitasking shall be hypertasking: 2013 becomes the year
of micro convenience, mini
digital experiences and digital
snacks”
“The time has come for
products that also give back”
“Apps are the new drug”
“Local production is the new
service economy”
“Not only transparent, but also
open, exposed and proud ;-) “
“Brands will ask contribution of
their customers”

11. 6 mentality trends of the Dutch population in 2013
“I like to be watched by other people”
Manifestation
“I feel very engaged with society”
Decrease societal
engagement
Source: Motivaction, Mentaliteitstrends 2013
“I think violence on TV should be limited”
“There should be boundaries to technological development”
Fascination for violence
Techno progression
“I have chosen to live a more simple life”
“Dreams and fantasies are crucial in my life”
Simplicity
Imagineering

12. 6 Obvious and 6 less obvious trends of 2013
More digital
More mobile
More social
More emerging markets.
More agile/speedy
More data-driven
The future is digital and analog
For example, mobile connects digital with the real world when
sharing content or checking-in
The future is about self-marketing
On social media, consumers have the ability to express themselves
more and more
Less advertising. More utilities & service
Brands more and more develop apps which facilitate life
The future of TV will come from the slime
Start-ups like Netflix and YouTube are changing TV behavior
Future is more access, less ownership
Services like Spotify replace the need of ownership (of cd’s)
Marketing is a huge growth category
Source: Rishad Tobaccowala, Chief Strategy and Innovation Officer, SMG HES Republic, October 2013

13. Local Dutch
brands have high
“share of mind”
amongst Dutch
consumers. The
news gained a
prominent
position in the
list.
No. 1
No. 2
No. 3
Source: EURIB Top 100 Indispensable Brands of 2013 (EURIB Top 100 Onmisbare Merken van 2013), n=1,001

14. MEDIA SPEND

15. Gross media spend
relatively stable, with a
small YoY decline in
2013
Gross media spend
9.000
+4% YoY
8.000
+2% YoY
-3% YoY
-1% YoY
2012
2013
7.000
€ millions
6.000
5.000
4.000
3.000
2.000
1.000
0
2009
2010
Source: Nielsen, 2009 – 2013, data run off on 21st January 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
2011

16. Media spend vs. industry spend
Gross investment business sector
Net Media Spend
Source: Nielsen Annual Net Media Spend Report 2012 (spend report 2013 not available yet)
Dip in net media spend
mirrors industry decline
Spend data as
reported by
buying
managers

17. No.
Advertiser
Category
Gross spend in € 2013
1
FMCG
216.970.985
2
Kruidvat Retail
Retail
111.642.246
3
KPN
Telecom
96.493.297
4
Lidl Nederland
Retail
86.834.465
5
Albert Heijn
Retail
86.323.214
6
Vodafone
Telecom
76.826.118
7
Procter & Gamble Nederland
FMCG
67.069.664
8
C1000
Retail
64.278.694
9
Reckitt Benckiser Nederland
FMCG
58.893.014
10
FMCG, retail
and telecom
dominate the
top Dutch
advertisers
Unilever Nederland
St.Expl.Ned.Staatsloterij
Lottery
58.842.764
Source: Nielsen, 2009 – 2013
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

18. No.
Brand
Category
Gross spend in € 2013
1
Kruidvat
Retail
97.980.026
2
Lidl
Retail
86.834.465
3
Albert heijn
Retail
86.284.214
4
Kpn
Telecom
81.146.155
5
C-1000
Retail
64.278.694
6
Kras reizen
Travel
56.155.267
7
Ziggo
Telecom
52.102.563
8
Mcdonalds
Fast Food
51.533.679
9
Nationale postcode loterij
Lottery
46.982.702
10
Corendon reizen
Travel
46.936.551
Overall, retail stores dominate, with 4 retail brands amongst
the top 10. Telecom and travel are next with 2.
Source: Nielsen, 2013
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
When looking
at individual
brand level,
retailer Kruidvat
comes out top

19. Media mix
100%
2%
1%
1%
1%
1%
90%
80%
TV still claims
the largest
share of gross
media spend
Trade press
TV
41%
44%
44%
43%
44%
Sponsored Magazines
70%
Radio
60%
Consumer Magazines
50%
40%
7%
6%
5%
7%
30%
20%
10%
15%
8%
8%
8%
9%
Out Of Home
6%
5%
7%
6%
5%
7%
5%
5%
6%
5%
6%
Door Drops
7%
7%
Internet (Online Display)
7%
5%
8%
6%
6%
Direct Mail
12%
Newspapers
14%
15%
15%
16%
16%
2009
2010
2011
2012
2013
0%
Source: Nielsen, 2009 – 2013, data run off on 21st January 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
Cinema

20. Gross media spend
per medium type across time
€ millions
2009
2010
2011
2012
2013
4.000
3.500
3.000
2.500
2.000
1.500
1.000
500
0
Source: Nielsen, 2009 – 2013, data run off on 21st January 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
Afters years of
growth, TV spend
declined in 2012. In
2013, level slightly
increased again. DM
spend continued to
decrease YoY, whilst
Online Display
showed a strong
increase.

21. Internet spend is still steadily increasing YoY. Most of that increase can be
attributed to higher spend behind search.
Internet net spend per type
Total internet net spend
25%
€ millions
1.200
22%
19%
1.000
800
25%
20%
16%
15%
600
400
€ 790
€ 954
€ 1.068
€ 1.158
10%
Display
Search
1.400
30%
1.200
1.000
€ millions
1.400
Classifieds, Directories, Listings
% of total net ad spend
Total internet net spend
Share of internet spend (of all net spend)
202
192
800
600
175
205
302
336
400
200
5%
200
0
0%
410
460
530
2009
2010
2011
195
338
625
0
2009
2010
2011
2012
Source: Nielsen Annual Net Media Spend Reports 2010, 2011 and 2012. “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)
2012

22. Forecast net spend
Forecast net spend
Change (%) to previous year
€ millions
4.000
4%
3.967
3.900
3.965
3.935
2%
1,0%
0,8%
0%
3.919
3.884
3,3%
0,0%
-2%
3.882
1,2%
-2,1%
-4%
3.800
2010
2011
2012
2013
2014
2015
Net spend per medium type
1.400
1.200
2010
1.000
€ millions
The first growth
in media spend
is not expected
by agencies
until 2014
2011
800
2012
600
2013
400
2014
200
2015
0
Newspapers Magazines
TV
Radio
Cinema
Outdoor
Internet
Source: ZOG Adspend Forecast Netherlands - December 2012 (2010-2011 based on agency estimates, 2012-2015 based on agency forecasts)
Growth in
spend due to
increasing
levels of
internet
spend

23. Sponsor spend by sponsor activity
2011
€250
2012
€200
€ millions
There was a small
increase in sponsor spend
in 2012 vs 2011. Only the
‘Arts, Culture and
Entertainment’ category
saw spend decrease.
€150
€100
€50
€0
78%
78%
Sport
12%
5%
11%
Arts, Culture &
Entertainment
5%
6%
Charities
6%
Media
2011
Total sponsor spend
Average sponsor spend (per brand)
2012
Index
€ 261.190.000
€ 262.690.000
101
€ 5.200.000
€ 5.253.800
101
Source: SponsorMonitor 2012 & 2013 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.

24. Sponsor spend per product category
100
2010
2011
2012
€ millions
80
60
40
20
0
Finance, Beer and
Accountancy have
been reducing their
sponsorship spend
Year-on-Year, with
Insurance, Energy,
Telecom and Tour
Operators
increasing spend
Whilst on an aggregate level, sponsor spend doesn’t seem to
have changed much year-on-year, underlying changes become
apparent when looking at spend by product category.
Source: SponsorMonitor 2012 & 2013 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.

25. No.
Brand
1
2
3
4
5
6
7
8
9
10
Rabobank
Nike
AEGON
ABN AMRO
adidas
Philips
KPN
Heineken Nederland
Amstel
VriendenLoterij
Gross sponsor spend in € 2012
€ 50.000.000
€ 15.000.000
€ 12.710.000
€ 10.700.000
€ 10.250.000
€ 9.300.000
€ 9.125.000
€ 8.850.000
€ 8.425.000
€ 8.050.000
Rabobank, Nike
and AEGON
have been the
top sponsors for
several years
Source: SponsorMonitor 2013 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.

26. TIME SPEND ANALYSIS

27. Main activities
2010
Compared to
2010, time
spend on main
activities
shows little
change
2012
3,8
3,9
Leisure time
6,9
6,9
Media
11
11,8
Sleeping and personal care
Housekeeping, grocery and providing care
3,4
3,5
Work and study
3,6
3,5
1,2
1,1
On the go
0
2
4
6
Hours per day
Source: TBO 2012 and TBO 2010, based on all adults aged 20-65
8
10
12
14

28. Total NL
Total working NL
10
+0.3 hours
since 2006
8
Hours per day
Overall, less
time spent on
working, but
those who
have a job are
working more
hours per day
Time spend on working
7,8
7,6
7,9
7,8
6
-0.2 hours
since 2006
4
3,4
3,3
3,2
3,2
2
0
2006
Source: TBO 2012 and TBO 2010, based on all adults aged 20-65
2008
2010
2012

29. Media consumption is high throughout the day but shows strongest peak in the
evening. Between 9 and 10 PM 45-60 minutes are spent on media.
Main activities on an average weekday
Media
Sleeping, eating and personal care
0,045
0,04
Minutes
0,035
0,03
0,025
0,02
0,015
0,01
0,005
0
Source: TBO 2012, based on all adults aged 20-65
Housekeeping
Work and study
Leisure time

30. During the day, online and radio are most popular media activities. In the
evening TV is taking over from radio, but online consumption remains high.
Media activities on an average weekday
Watching TV
Radio
Internet
Social media
Online video
Newspaper
Magazine
0,025
During the day
Minutes
0,02
0,015
0,01
0,005
0
Source: TBO 2012, based on all adults aged 20-65
ONLINE & RADIO
In the evening
TV & ONLINE
Door drop

31. Internet is only medium where advertising budgets increase in line with time
spend.
Share of time spend vs. Share of advertising spend
50 -
2012
2010
Expected development
Share of Advertising spend (%)
40 -
Internet
Time spend online continues to increase,
and is expected to increase even further.
Advertising budgets increase in line with
time spend.
TV
TV remains strong on time
spend, while taking share of
advertising from newspapers
and magazines.
30 Newspapers/ Magazines
As forecasts show, the
advertising revenue in
newspapers and
magazines have been
declining, whilst there is
limited change in time
spend. Given shifts in
consumer behavior this
trend is expected to
continue.
20 -
10 -
0-
0
10
Radio
Traditional radio has declined in its share
of total time spend, SoA had slightly
declined. Upside potential in SoA is limited,
however online radio services can increase
time spend in the future again.
20
30
Share of Time spend (%)
Source: Trends tijdsbesteding 2010 & 2012 SPOT, Zenith Optimedia, Deloitte analysis
40
50

32. Although general online usage (i.e. internet/email) while watching TV
decreased in time spend, using social media became an important side activity
Activities while watching TV
2010
2012
Eating
12%
E-mail
5%
Social media
15%
6%
4%
Sleeping / lying in bed
5%
4%
Online
5%
4%
4%
4%
Cooking
3%
3%
Taking care of kids
0%
2%
4%
6%
8%
10%
12%
14%
Source: TBO 2012 and TBO 2010, based on all adults aged 20-65. NB: No comparison with 2010 for “Social media” as this was only added to the survey in 2012.
16%

33. MEDIA TRENDS, INCL. MULTI SCREEN

34. Tablet and smartphone ownership still rising, whilst purchase intent for tablets
slightly decreased.
20Device ownership & purchase intent amongst 20-65 year olds
2011-I 2011-II
80%
2011-II 2012-I
2012-I 2012-II
2012-II 2013-I
70%
60%
60%
50%
43%
30%
47%
47%
40%
32%
20%
0%
54%
53%
40%
10%
68% 67% 66% 68%
27% 25%
21%
7% 8% 7% 6%
Purchase intent
- Tablet
24% 23%
12%
Ownership
- Tablet
Ownership
- Smartphone (proxy)*
Ownership
- Smartphone
Mobile
phone/smartphone
Prepaid
Mobile
phone/smartphone
Subcription
Source: NPDM 2011-I 2011-II; 2011-II 2012-II; 2012-I 2012-II and 2012-II 2013-I
*Because NPDM 2011-I/2011-II and 2011-II/2012-I didn't include a separate question about ‘smartphone ownership’, we created a proxy variable based on specific mobile phone
activities (Use of Internet, Email, Watching TV, GPS, Downloading Apps or Mobile payment). Since 2012-I/2012-II ‘smartphone ownership’ is available as a separate variable. To avoid a
change in trend both variables are shown. Interestingly, claimed ownership is lower than actual penetration (due to consumer confusion around the term ‘smartphone’).

35. 92% of Dutch
households
have internet
access at home.
For almost all
locations the
internet
penetration has
increased YoY.
Internet access by location
2011
100%
80%
2012
90% 92%
60%
40%
44% 45%
26% 29%
20%
0%
Source: Media Standard Survey 2012 (n = 5,100), Base = Total NL 13+
13% 12%
28%
4% 5%
20%
5% 4%
8% 7%

36. At 92% internet access
at home is very high.
Radio and internet
popular on the go via
smartphones.
Place of access by medium type
100%
Internet
80%
60%
40%
20%
0%
Source: Media Standard Survey 2012 (n = 5,100), Base = Total NL 13+, (* location isn’t asked for each medium type)
Radio
TV

37. Watching TV still most popular via traditional TV set, but also occurs a lot via
PC/Laptop (34%). Internet use via mobiles is also very popular (37%).
Device use per medium type
100%
80%
Internet
60%
40%
34%
37%
20%
0%
Source: Media Standard Survey 2012 (n = 5,100), Base = Total NL 13+, (* device isn’t asked for each medium type)
TV
Newspaper
Magazines

38. Smartphone ownership still increasing. Desktop ownership highest among 50-64 year olds, with
younger generations more likely to own a laptop. Tablet ownership highest amongst 35-49 year
olds, whilst smartphone ownership highest in the youngest age group.
Historical development: smartphone ownership
Device ownership by age
population)
(among online population)
2013
8,5 million
users
58%
39%
June 2011
45%
June 2012
67%
June 2013
December
2013
48%
December
2011
65%
December
2012
Source: Trends in Digital Media, GfK Intomart, December 2013
Base: online population 13+ (N=1,008)
Source: Moving Pictures 2013, SKO & GfK Intomart
Base: total 13+ (N=1,336)

39. Also tablet ownership is
still rising, with 1.3
million new users in 1st
HY 2013. Purchase intent
is now decreasing.
Historical development: tablet ownership and purchase intent
(online population)
6.8 million
users
53%
44%
34%
23%
14%
14%
14%
14%
14%
6%
Own a Tablet/iPad
June 2011
December 2011
Source: Trends in Digital Media, GfK Intomart, December 2013; base: online population 13+ (N=1,008)
11%
9%
Intention to purchase Tablet/iPad
June 2012
December 2012
June 2013
December 2013

40. Second screen
definition
SECOND SCREEN
Use of other screen
(smartphone, tablet, laptop)
while watching TV
TO INTERACT WITH TV PROGRAM
TO DO OTHER STUFF

41. Use at least one device during watching TV
Using other devices while
watching TV is getting popular.
Smartphone most popular to use,
especially within the younger
target audiences. Tablets usage
starts from 20 year olds.
35%
65%
Use computer, tablet or smartphone while watching TV
No usage
Source: Moving Pictures: second screen and screen preference, SKO June 2012
Base: internet surfers 13+
Use mobile device during watching TV
Smartphone
86%
84%
91% 90%
83%
74%
65%
46%
Tablet
Desktop
90%
40%
Laptop
83%
76% 75%
70%
43%
All devices
77%
64%
59%
67%
69%
58%
44% 44%
42%
25%
13-19
20-34
Source: SPOT TV Annual report 2012, base: people that owns a device
35-49
50-64
65+

42. 2020-49 Year Olds
Watch TV (Live)
Social media
Munites per day
0,025
0,02
0,015
0,01
0,005
0
1313-19 Year Olds
0,025
0,02
0,015
0,01
0,005
0
Minutes per day
6-12 Year Olds
Minutes per day
0,025
0,02
0,015
0,01
0,005
0
Minutes per day
TV and online go well together during prime time. The total time spent on tablets and
phones is still relatively low compared to TV. Within 13-19 year olds, social media activity
while watching TV seems higher compared to the other target audiences.
0,025
0,02
0,015
0,01
0,005
0
Internet* - via phone/smartphone
5050-65 Year Olds
Internet* - via Tablet
Internet* - via computer/laptop
Source: TBO 2012 (* watch TV, Non-Linear viewing, listen to radio, watch video, read newspaper, read magazine, read door-drop, e-mail, social media, website visiting and gaming)

43. Demographic profile of second screen users
“Sometimes use a device while watching TV”
Men
Women
Low
Middle
High
SECOND SCREEN USER PROFILE
Male
Young
Highly educated
Owns multiple devices
Heavy internet user
Lives in highly urban area
Source: Moving Pictures: second screen and screen preference, SKO June 2012, base: internet surfers 13+ who own a device

44. Social media use while watching TV still low. Most ‘second screen activity’ is
general browsing, emails etc.
MultiMulti-tasking
Reason for using device while
watching TV
Checking TV guide
Email, surfing, online banking
Checking comments of others
about TV show
Checking background information
Other
Social media
MultiMulti-tasking
ProgrammeProgramme-related
Source: Moving Pictures: second screen and screen preference, SKO June 2012, base: internet surfers 13+ who own a device and use it while watching TV

45. Example of media owners jumping onto the second screen bandwagon: launch
of the STER EXTRA APP
An app to interact online with TV commercials broadcast on
the public TV channels
56,609 downloads on tablet since September 2012
Since April 2013 also available for smartphones
18,000 unique visitors per month, with on average 12.2 clicks
per break
Campaigns: Bol.com, ANWB, Shrek the Musical

46. Social TV buzz is booming, Starcom uses our tool Echo Listening to analyze social
media buzz. SPOT introduced Social TV Ratings to count tweets around TV content.
SPOT and Remotely.tv introduced Social TV Ratings: a
monthly report of the number of TV related tweets.
November top 10:
Source: http://www.spot.nl/publicaties/social-tv-ratings, data collected 10th December 2013
From Echo Listening analyses we’ve
learned that people like to talk about a
(special) TV campaign. People also like
to talk about a TV campaign via social
media. However social media use while
watching TV is still relatively low and
most of the conversations are not
programme related.
Source: Echo Listening, Starcom NL

47. Thinkbox ‘Screen life’
UK research
“Interaction: Multi-screening enhances
enjoyment through increased interaction. TV
is a key driver of multi-screening behavior
online”
“Word of Mouth: Multi-screening
drives WOM online and drives live
viewing”
“Commercial Opportunity: There is huge but largely
untapped potential for broadcasters and advertisers. Multiscreening does not affect attention adversely and no effect
on brand recognition”
THE STUDY
1,000 UK adults filled in a survey.
50 household were monitored about their online,
social media, text and messenger activity.
1,200 hours of footage (in households).
“Greater exposure to ads when multi40 hours of depth interviews.
screening. More people that multi-screen
74 adults observed trough lab study.
stay in the room/don’t change the channel”
1,000 UK adults filled in a second survey.
“Multi screening did not
influence ad recognition”
Source: Thinkbox – Screen life: The view form the sofa, November 2012

48. TELEVISION

49. 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.
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, 8th of July 2013

50. SKO
methodology & strategy
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.
In 2013 SKO started a test with so-called Set-Top Box data (also called Return Path data). The aim is to find out if (and how) STB data
can added to the Dutch TV ratings in the future to provide more granular data than via a household sample alone.
Source: www.kijkonderzoek.nl, 8th of July 2013

51. Dutch TV channels, with advertising possibilities (I/II)
STER (Dutch Government)
Note: Ned 3 and Zapp share a channel
Radio and TV channels of Dutch Public
Broadcasting will be rebranded as NPO.
RTL
Note: RTL 7 and RTL Z share a channel; RTL Lounge and RTL Crime are paid (digital) channels
SBS Broadcasting
54 regional channels
Source: retriever.nl, September 2013 | http://nos.nl/video/483901-publieke-omroep-wordt-npo.html, 12th March 2013

52. Dutch TV channels, with advertising possibilities (II/II)
The Walt Disney Company
Benelux
Note: share a channel with Veronica
Triade Media
Note: mostly paid (digital) channels
BE VIACOM
Note: all Nick channels share one channel.
Discovery Networks Benelux
FOX International Channels
Benelux
From November 2013,
BeViacom and
Discovery Networks
are united in a new ad
sales organization.
From January 2014 FOX
will take part as well.
Source: retriever.nl, September 2013 | http://www.adformatie.nl/nieuws/bericht/ad-sales-samenwerking-fox-international-channels-en-branddeli, 12th November 2013

53. US pay-tv channel HBO now also active in Dutch market
All three main cable operators offer the possibility to subscribe to HBO GO
HBO GO is an American network, including three channels with films, series and documentaries. Aside
from the three TV channels, all content is available via on-demand services of the cable operators.
However, to date HBO remains advertising free.

54. FOX has taken over the TV rights for broadcasting the Dutch
soccer competition (Eredivisie).
Fox and SBS
start new
channels in the
Netherlands
As of 19th August 2013 the digital pay-TV channel ‘Eredivisie
Live’ has changed to ‘FOX Sports’. The TV channel remains a
pay-TV channel.
Aside from the sports channel, FOX also launched a general
digital channel with series, films and sport programs. This
channel won’t be a pay-TV channel and will be included in the
basic TV package.
In Spring 2014, SBS Broadcasting will introduce a digital
channel. This will be the 4th SBS-platform next to SBS6, NET5
and Veronica. The name has not been revealed yet.
Source: http://www.adformatie.nl/nieuws/bericht/sbs-komt-met-nieuwe-digitale-zender, 14th November 2013

55. 2012 was a successful year for STER due to the Olympics and European Soccer Championship.
Market share RTL and SBS remains stable. BrandDeli is only vendor which is able to make steps
in terms of market share.
Market share by vendor
2012
2013
50
40
30
27,8
27,5
27,5
23,7
20
16,4
16,1
15,3
10,5
10
2,4
2,4
0
STER
RTL
SBS 6
Source: SKO 2012 Jan 2012 – 17th November 2013, 02.00-26.00 based on all adults 13 +
Branddeli
Triade

56. 20
0
RTL 4
Nederland 1
Nederland 3
SBS 6
RTL 7
Net5
RTL 5
Veronica
Nederland 2
Comedy Central
Discovery Channel
TLC
RTL 8
National Geographic Channel
MTV
ID
Fox Sports 1
13th Street
Nickelodeon
Comedy Central Family
24Kitchen
Eurosport
Fox
Nick Jr.
Sport1 Select
National Geographic Wild
Xite
Syfy
DiscoveryScience
Discovery World
Fox Sports 3
FOXLife
VH-1 Classic
TeenNick
Kindernet
Comedy Central Extra
Cartoon Network
E!
Out TV
538TV
Slam!TV
Sport1 Voetbal
Due to Ned 1 the market share of the public broadcaster (STER) has declined.
RTL now takes first position. Net5 shows strongest increase.
Market share by channel
2012 Jan-17th November
Source: SKO 2012 Jan 2012 – 17th November 2013, 02.00-26.00 based on all adults 13 +
2013 Jan-17th November
15
10
5

57. Clutter of broad family/women’s channels. Kids and male channels have a more
distinct profile.
Female
Old
Young
Male
Source: SKO data, run off via TV report. Based on Jan-Aug 2013, timeslot 2:00-25:59, all adults 13+

58. Dutch TV providers
Three main TV providers: Ziggo (cable), UPC (cable) & KPN (ADSL)
In addition to the three big providers, there are a few smaller operators. Most operators offer a triple-play
package (internet, telephony and TV).
The cable companies in the Netherlands have a restricted geographical area where they may operate.
Because of that, Ziggo and UPC aren’t direct competitors. For the ADSL market there are no geographical
restrictions.
Dutch legislation requires providers to transmit about 15 analogue channels.
The TV ratings are measured by SKO. SKO measures about 100 channels, of which 41 digital channel are
reported separately.
Basic subscription
Extensions of basic digital subscription
Analogue
High Definition
Extra digital
only
Digital TV
digital channels
subscription**
Large digital subscription** Total offered channels
32
80*
27*
155
202
202
UPC
67
105
139
139
Ziggo
71
115
201
201
KPN
* offered as additional subscription at UPC. At Ziggo and KPN these options are included in the basic subscription
** the extended subscriptions include the TV channels from basic subscription
Source: ziggo.nl; upc.nl; knp.nl; sko.nl, data collected in June 2012

59. TV trends and developments – I
98%
1.7
Households
with TV
Average # of
TVs per
household
Source: SKO TV in the Netherlands 2012 | SPOT TV report 2013 1HY
38%
76%
38%
81%
Hard disc-recorder
ownership
2012 1HY vs. 2013 1HY
Digital TV reception
2012 1HY vs. 2013 1HY

60. TV trends and developments – II
Average viewing time per day (6+) in 2013
1HY: 201 (196 in 2012)
Total viewing time
250
2009
2012
200
Minutes
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.
150
100
50
16% of Dutch households have TV with
internet access
Expectation: within three years 50%
Source: SPOT TV Annual Report 2012 + 2013 1HY, Media Standaard Survey 2012
0
4-12 12-19 20-29 30-39 40-49 50-59
Source: SKO, 2009 & 2012

61. TV trends and developments – III
Watching live TV – per device
2011
100%
2012
98,0% 98,0%
Although the three main cable
operators offer more opportunities
to watch live TV (Laptop, Tablet,
Smartphone), we haven’t yet seen a
big shift in devices that are used.
75%
50%
25%
2,0%
0%
TV
1,3%
Computer
Source: SPOT Annual Report 2012 (based on all adults)
0,7%
0,5%
Tablet
0,5%
0,4%
Smartphone

62. TV trends and developments – IV
Advertisement
TV manufacturers are starting to monetize the
available space in the Smart TV menus.
Smartclip is a company that provides advertising
technology for Samsung, LG and Philips Smart TVs.
Ads can be bought on a CPM basis.
Source: Emerce 17th june 2013, via www.emerce.nl

63. VIDEO ON DEMAND

64. VIDEO ON DEMAND
TV screen, Laptop, Tablet
and/or Smartphone.
3.2% of total
viewing time
is non-linear
via TV screen.
Broadcast via non-traditional broadcasters (i.e.
Netflix, Youtube, etc)
Definitions
Non-linear TV-viewing (broadcast by traditional
broadcasters, i.e. RTL, SBS and Ster)
nonTwo 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.
40% of non-linear
TV viewing is on
the same day;
28% is watched
the day after the
original broadcast
Online (Laptop/Tablet)
Via a SKO satellite project (WEB –TV) limited rating data is available. No ratings for advertising yet,
only for programs (i.e. number of stream starts, number of viewers, % viewers, number of average
active streams, player used).
SKO’s ambition: In the end, to measure total Video on Demand (added to regular ratings)
Source: SPOT TV Annual Report 2012, Source: SPOT TV Annual Report 2011.

65. The Dutch online video landscape
Source: comScore Video Metrix, Netherlands, August 2013, Age 6+

66. Average minutes per day on non-linear viewing
nonOnline vs TV screen
Online
Monthly reach non-linear viewing
nonOn TV screen
TV Screen
Source: SPOT Annual Report 2012
Youngest target audience (13-19) has an almost equal time spend for
non-linear viewing via TV screen and online.
Source: Brochure Web-TV Samenwerking STIR 2009-2012
nonMonthly reach non-linear viewing
Online
For all target audiences, the monthly reach for non-linear viewing via
TV screens is increasing. More and more people have devices with
non-linear viewing TV capabilities.
For almost all target audiences, monthly reach of non-linear viewing
via online is stable across the last few years. Only amongst the
youngest target audience (13-19) is monthly reach still increasing.
Source: Brochure Web-TV Samenwerking STIR 2009-2012

67. Main players
‘traditional’ non-linear
viewing
Harddisk recorder
‘RTL XL’ & ‘SBS Gemist’ (Laptop, Smartphone, Tablet,
Smart TV).
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.
‘Uitzending Gemist’ (NPO)
TV content from all the public TV channels.
NLziet (NPO, RTL, SBS)
NLziet is a subscription for the three online platforms NPO
Plus, RTLXL and Kijk. Subscribers can watch all content of
Dutch TV up until 365 days after broadcasting.
The service will be available in January 2014.
Source: http://www.adformatie.nl/nieuws/bericht/npo-rtl-en-sbs-samen-in-video-on-demand, 15th November 2013

68. 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.
Main players
non-traditional
Since September 2013 Netflix is active in the Dutch market. For €8.per month users have unlimited access to movies and series. Available
via Laptop, Tablet and Smart TV.
YouTube mostly has 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. 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-permovie). Available via Laptop. In August 2013 RTL took over Videoland
ideoland.

69. Netflix
Unique website visitors in the last ten days
5 days before launch
Netflix
To keep outperforming the
Pirate Bay Proxies the
content of Netflix will be
crucial. However, critics
were quick to point out how
limited the Netflix library in
the Netherlands is.
Launch
Pirate Bay Proxies
5 days after launch
Videoland
Pathé Thuis
The Netflix introduction in the Netherlands was supported by a massive online ad
campaign. The unique website visitors to Netflix spiked after the introduction.
The first month of subscription to Netflix is free. Of course the big question is how many
subscribers will remain after the free month ends. In November 2013, 6% have a
subscription on Netflix (source: http://www.nutech.nl/internet/3637565/6-procent-van-nederlandersgebruikt-netflix.html).
Source: Wakoopa blog 17/09/20113 via blog.wakoopa.com (n= 4.746)
37% of 16-54 year olds are interested in VOD.
Consumers are willing to pay € 4.76 p/m
Source: Zenith, via fonkonline.nl 18/09/2013

70. RADIO

71. 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

72. Dutch radio stations, with advertising possibilities (i/ii)
STER
*One Media Sales
Sky Radio Group
Q-Music NL
FD Media Factory
* One Media Sales is a new sales house: 538,
SLAM!FM, Radio 10 and 100%NL have united
their spot sales.
This results in a weekly reach of 5.6 million
listeners.
Source: retriever.nl, September 2013 | http://www.adformatie.nl/nieuws/bericht/538-en-100-nl-doen-sales-samen-interview/

73. Dutch radio stations, with advertising possibilities (ii/ii)
Flux Media Factory
Note: Sales via E Power, but with national coverage
Groot Nieuws Radio
94 regional stations
18 online stations
Source: retriever.nl, September 2013
Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations

74. Radio 538 still market leader. Also the sales house of local radio stations (ORN)
is doing a good job. Both Sky Radio and Q-music have increased their share.
Market share (%)
Jan-July 2012
Source: NLO, Jan-July 2012 vs Jan-July 2013, 7:00-24:00, based on audience of 13+ (*Sales house for regional stations form the government; **Sales house for commercial
stations; ***All small stations that aren’t included in NLO, i.e. online stations, foreign stations)
0,3%
0,3%
0,8%
0,7%
2,2%
1,8%
2,1%
1,9%
1,9%
1,9%
2,8%
2,5%
6,1%
5,9%
6,5%
6,0%
4,2%
4,1%
2,7%
2,7%
0,0%
-8%
5,3%
5,3%
2,0%
+ 20%
7,1%
7,1%
4,0%
-7%
6,2%
7,5%
6,0%
+ 16%
10,0%
9,3%
8,0%
9,8%
10,3%
10,0%
11,4%
11,5%
12,0%
11,4%
10,4%
-8% + 5%
8,7%
10,1%
14,0%
Jan-July 2013

75. Clear difference in profile between the government-owned stations (older) and
the commercial stations (younger)
Old
Female
Male
Source: NLO, Jan-July 2013, 7:00-24:00, based on listening ratings for 10+
Young

76. All national stations on dab+; awareness level is still very low
100%
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)
75%
In 2014, public broadcasting stations will also switch to DAB+ (already on DAB).
50%
DAB+ offers better, noise-free quality and extra possibilities like a pause-button.
This opportunity makes radio more on-demand than before.
25%
No idea
Only by name
I know exactly
what it is
0%
Awareness
DAB+
Source: http://www.emerce.nl/nieuws/commercile-landelijke-radiostations-november-dab?utm_source=rss&utm_medium=rss&utm_campaign=commercile-landelijke-radiostationsnovember-dab | Source: RAB Radioplatforms 2013, GfK Intomart, May 2013, base: internet population 13+ (N=5,001)

77. Dec 2011
PC (Desktop)
Laptop/netbook
Smartphone
Tablet
June 2012
Dec 2012
32%
30%
29%
27%
25%
24%
14%
15%
16%
4%
6%
Listening to radio via PC
and laptop is declining,
whilst listening via
smartphone or tablet is
on the increase.
8%
TV set-top box
Source: Trends in Digital Media, GfK Intomart, December 2012, base: online population 13+ (N=854)
23%
TV set-top boxes are a popular
way of listening to the radio

78. Use of platforms vs. use of platforms to listen to the radio
Mobile/Smartphone
90%
15%
Television/Digital settop box
84%
22%
Stereo
60%
Laptop/Notebook
Car radio
18%
Alarm clock with radio
28%
Tablet
8%
Mediaplayer (iPod, MP3)
7%
Portable radio
Bathroom radio
None of these
8%
6%
0%
2%
0%
78%
76%
74%
66%
65%
19%
Desktop computer
Car radio is most used
platform for listening
radio
Use platform
62%
Use platform to
listen to RADIO
48%
43%
20%
36%
50%
100%
Source: RAB Radioplatforms 2013, GfK Intomart, May 2013, base: internet population 13+ (N=5001)

79. Just like previous
years, in 2013 most
radio listening is
done via a stereo.
However, total
listening time has
decreased.
Duration of listening to the radio per platform
Average # of hours per week
2009
2011
2013
Stereo
20.0
20.6
18.0
Portable radio
10.1
10.1
10.5
Television/ digital settop box
6.9
8.9
7.7
Desktop computer
7.7
8.4
7.5
Car radio
7.4
7.2
6.2
Mediaplayer (iPod/MP3)
3.2
4.4
4.7
Mobile/Smartphone
3.2
3.9
3.9
Source: RAB Radioplatforms 2013, GfK Intomart, May 2013, base: internet population 13+ (N=5,001)

80. Most smartphone, tablet and set-top box owners don’t use their device to listen to the
radio. However, all devices seem to have a small group of committed listeners.
Usage frequency for radio listening
Almost every day (5 to 7 days a week)
Several times a week (2 to 4 days a week)
Once a week
Less than one day a week
Never
Source: Trends in Digital Media, GfK Intomart, December 2012, base: online population 13+ who own a tablet and/or smartphone

81. 1/3 listen to the radio on the internet; number seems to have stabilized since
2010
Listening to the radio on the internet
40%
32%
28%
30%
23%
20%
19%
10%
0%
Source: Radio Basisondervraging NLO 2005-2012, base: total population 13+
31%
34%
35%
36%

82. Streaming music
Application-based (laptop &
smartphone) music
streaming service.
Web-based music streaming
service. Also available on
smartphone (partner with
telecom provider T-Mobile)
Personalised radio station,
introduced in 2012 by Sky
Radio Group.
Source: Spotify
Spot advertising within
playlist possible.
Monthly average reach*: 0.5%
(11,000 unique visitors)
2 million ‘free users’
300K paid users
Club Judge (online Party/Event
platform) offers non-stop DJset via My Radio
Monthly average reach*: 0.7%
(15,000 unique visitors)
Source: comScore, TA: 15-24 year olds,
Dec 2012-Feb 2013
Source: comScore, TA: 15-24 year olds,
Dec 2012-Feb 2013

83. DIGITAL

84. STIR stops 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
DDMM)
DDMM
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.
Source: www.stir.nl, 25th September 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013

85. DDMM reach data is
not comparable with
previous figures due to
differences in
technology
The methodology of DDMM is different than the digital measurement of
STIR (which means reach data can not be compared).
The main differences are:
- DDMM 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
use,
- Mac
Mac-computers are not included yet
Current expectations are that mobile data will be included in Q1 2014.
Source: http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013

86. The Netherlands has the 3rd highest internet penetration worldwide. Only
Iceland and Norway have higher penetration levels.
Internet penetration in 2012
95% 94%
92% 91% 90%
89%
86%
80%
77% 77% 77% 75%
74% 73% 73% 72%
70% 68%
65% 65%
62% 61%
59%
55% 54% 53%
50% 49%
45% 42%
39% 38%
36%
24%
21%
18%
7%
Iceland
Norway
Netherlands
Sweden
Denmark
Finland
New Zealand
Austria
South Korea
Ireland
Canada
Japan
United States
Czech Republic
United Kingdom
Slovenia
Australia
Germany
Lithuania
Poland
Spain
France
Hungary
Portugal
Chile
Greece
Argentina
Italy
Russia
Turkey
Brazil
China
Mexico
Thailand
South Africa
Indonesia
Pakistan
India
9%
Source: eMarketer Global Digital Atlas 2012; penetration based on total population

87. Over the last two years all online activities have shown an increase in usage.
Social networking became very popular: 40% often use this service nowadays.
Online activities done ‘often’ – across time
2010 II - 2011 I
2011 I - 2011 II
2011 II - 2012 I
2012 I - 2012 II
2012 II - 2013 I
40%
36% 36%
33%
25%
37% 38%
32%
27%
21%
11%
Social Networks
13% 14% 14% 14%
Buying/selling
Source: NPDM releases: 2010 II – 2011 I to 2012 II – 2013 I, base: total NL 13+
15%
13% 14%
12%
Streaming video
17%
Searching for info

88. 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
Male
90.1%
91.1%
101
Female
84.4%
86.7%
103
13-17 years old
100.0%
99.6%
100
18-24 years old
99.4%
97.6%
98
25-34 years old
98.2%
98.0%
100
35-49 years old
95.3%
97.8%
103
50-64 years old
86.9%
90.0%
104
65+
55.0%
57.9%
105
Low education
62.7%
66.3%
106
Medium education
90.6%
92.5%
102
High education
96.7%
97.4%
101
Countries with highest time
spent online by women
Index
Source: Media Standard Survey 2012 (N= 5,100)
42
42
42
United States
Canada
UK
Netherlands
Poland
France
Thailand
Turkey
Taiwan
Brazil
36
30
29
29
29
28
28
0
10
20
30
Average hours per visitor (per month)
Source: comScore data gem, based on comScore MMX, Jan 2013,
worldwide, females aged 15+
40
50

89. Devices used to go online and frequency of online usage.
Online access in %
Online access - At home
Honderden
69%
70%
60%
50%
40%
10% 6%
3%
2%
(Almost) 4-5 days 2-3 days Once a Once Once a < once a Never
a wk
daily
a wk
wk
every 2 month month
wks
30%
0%
Source: NPDM 2012 I – 2012 II (N=22,053), 2012 II – 2013 I (N=21,544), base: total NL 13+
8%
Don't
No
know access at
home
Online access - At work
53%
20%
10%
1%
9% 18% 10% 4%
1%
1%
1%
2%
(Almost) 4-5 days 2-3 days Once a Once Once a < once a Never
a wk
daily
a wk
wk
every 2 month month
wks
1%
Don't
No
know access at
work

90. In two years time, having more than four devices is more common than owning
one. On average, consumers own 2.7 devices.
Number of owned devices
June 2011
Dec 2011
June 2012
Dec 2012
June 2013
Dec 2013
39%40%
35%
34%
32%
29% 28%
29%
27%
21%
30%30%
27%27%
24%
21%
29%
26%
20%
15%
12%
3%
1 device
2 devices
3 devices
Source: “Trends in Digital Media”, GfK Intomart, Dec 2013, base: online population 13+ (N=1,008)
7%
9%
4+ devices
Consumers own 2.8
of these devices on
average:
- PC (desktop)
- Laptop/netbook
- Smartphone
- Tablet
- e-reader*
* e-reader is being
measured since
December 2012

91. Google, Facebook and YouTube are leading in terms of reach. Google and
YouTube are also dominant in number of visits and frequency.
No.
Top 10 Websites
Reach (%)
Reach (‘000)
# Visits (‘000)
Frequency
1
Google
74.5
11,477
377,379
32.9
2
Facebook.com
54.6
8,414
291,236
34.6
3
Youtube.com
46.2
7,121
65,992
9.3
4
Live.com
33.6
5,182
89,765
17.3
5
Marktplaats.nl
32.3
4,977
62,522
12.6
6
Bol.com
28.0
4,311
16,894
3.9
7
Wikipedia.org
25.0
3,860
13,135
3.4
8
Ing.nl
24.7
3,805
35,126
9.2
9
Rabobank.nl
22.7
3,505
17,531
5.0
10
Ah.nl
19.2
2,957
7,944
2.7
Source: DDMM, Nov 2013, TA: 6+

92. The Standard Ad Units
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.
Source: IAB: http://www.iab.nl/onze-kennis/standaarden-en-richtlijnen/display-advertising/iab-rising-star-ad-units/, data collected on 10th December 2013

93. Automated trading becomes dominant in impressions served in H1 2013 for
Display. Revenue generated by automated trading continues to grow.
Display advertising share of
revenue served per mechanism
Display advertising share of
impressions served per mechanism
43%
29%
57%
54% Impressions
71%
Manual
Source: IAB report on Online Ad Spend, the Netherlands H1 2013
H1 2013
Impressions
61%
2012
2012
Revenue
Automated
39%
H1 2013
Revenue
46%

94. (ininPercentage website (in-screen vs. not in-screen)
Online display
advertising
market still
plagued by
high % of
waste*
100%
80%
60%
% in-screen
40%
% not in-screen
20%
0%
Website 1 Website 2 Website 3 Website 4 Website 5 Website 6 Website 7
All
Source: MeMo2, based on MeMo2 benchmark (based on 500 million impressions)
“The first media owner in the Netherlands that is only going to charge if the
banner really is visible: WebAds.”
Source: http://www.adformatie.nl/nieuws/bericht/webads-alleen-vertoonde-banners-afrekenen/
*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)

95. New cookie/ePrivacy guidelines in the Netherlands since June 2012
Cookie law expectations
Hasty introduction of EU legislation
9%
No guidelines yet by supervisory authority
No impact
Website has to inform visitors about cookies
that are placed
Website visitor has to give the website
permission to place cookies (opt-in)
Source: IAB report on Online Ad Spend, the Netherlands H1 2013
Increasing advertising
revenue
91%

96. U.S. based companies such as Google
and Facebook do not feel obliged to
respect NL cookie law. This could result
in an unequal playing field.
The cookie regulation is developed at EU level.
Each EU member then has to implement its own
regulation. The Dutch government legislation is a
much harsher interpretation of the EU regulation
than in other EU countries.
96

97. Strict interpretation of cookie legislation: Cookie Wall. No site access without
permission to place cookies (opt-in pop-up).
More subtle approach: via an information bar
that tells the visitors what kind of cookies are
placed (not in line with legislation)

98. The government
recognizes the problem
2013-Q3: Legislation will be adjusted
Functional cookies & analytics cookies don’t need explicit permission
Left for discussion:
Should the opt-in pop-up be replaced by just an information bar?
Parliament is going to vote on this issue
Dec 2013: An amendment is requested which will allow cookies to track the
number of website visitors or ad statistics, but limits cookies for audience
profiling/ harms privacy.
Internet consultation and advice will be given (especially on privacy). After
that an actual amendment will take place.
Source: http://www.emerce.nl/achtergrond/cookiewet-european-data-protection-act-waar-staan-nu, 11th November 2013

99. SOCIAL MEDIA

100. The social media landscape is still evolving and changing. Previous #1 social network Hyves has
witnessed a very steep and continuous decline, whilst Facebook seems to have plateaued at
very high level. Instagram grew significantly in 2nd half of 2012. Pinterest still relatively niche
Visit*
Website Visit*
Facebook
Hyves
Twitter
LinkedIn
Google+
Total unique visitors (x1,000)
10.000
8.000
6.000
4.000
2.000
0
Source: comScore, media trends analysis for the Netherlands, March 2013 (* online website visit, no mobile and tablet)
Pinterest
Instagram
Tumblr

101. Facebook is leading in terms of daily usage, active members and unique visitors
per month
Daily usage
Dutch users who log in daily
Active members
# active members in the Netherlands
0.6 million
1.3 million
Social
media in the
Netherlands
in 2012
3.0 million
66%
50%
4.4 million
20%
Visitors
# unique visitors per month
Google+
800K
Facebook
8.7 million
Source: comScore , Feb 2012
6.5 million
10%
Hyves
5.3
million
LinkedIn
3.7
Twitter
million
4.1
million
Hyves quit since 2nd
December 2013 as social
media network. Hyves is
now a gaming platform.

102. Age 34+ is overrepresented on Tumblr; Facebook and Twitter have the most
even share of age groups
Age distribution of top 5 social networking sites in NL
24%
25%
21%
23%
16%
19%
21%
25%
20%
23%
25%
16%
Facebook
9%
LinkedIn
45-54
26%
35-44
21%
21%
25-34
14%
16%
18%
55+
16%
20%
17%
Netherlands in European top 3 social
media users
19%
17%
Twitter
Hyves
29%
In 2012, 7 in every 10 Dutch internet
users aged 12+ are active on social
media.
This proportion is among the highest in
the European union.
to18-years-old and 87%
93% of 12 to18
among 25 to 35
35-year-old internet users
visit social media.
15-24
Tumblr
Source: comScore MMX, Netherlands, May 2013, 15+ (*online website visit, no mobile and tablet)
Source: CBS, 2012

103. Within the social media landscape new platforms are emerging, focusing on
people’s tastes and interests
Ego
Smarts
Source: SMG proprietary qualitative research, Youth Human Experience Centre – Curated Market Places, January 2013
Tastes/Interests

104. MOBILE

105. Smartphone penetration is further increasing
Historical development of smartphone penetration in NL
70%
60%
52%
58% 57%
55%
50%
34%
40%
8.5
million
28%
30%
20%
61%
23%
12% 14%
10% 11% 11%
16% 17% 18%
10%
0%
Source: Growth of smartphone penetration from Telecompaper 2012, base: 12-80 year olds (monthly sample size N=2,000);
Number of smartphone users from “Trends in Digital Media”, GfK Intomart, Dec 2013, base: online population 13+ (N=1,008)
Smartphone users
(Dec 2013)

106. 65+ become more mobile through time. Across all groups an increased tablet
penetration is evident
% uses a smartphone
% uses a tablet
jun-11
dec-11
100%
Men
jun-12
dec-12
75%
Age 65+
50%
100%
Women
jun-13
Age 65+
Women
50%
dec-13
25%
75%
Men
25%
0%
0%
Age 50-64
Age 50-64
Age 13-17
Age 13-34
Age 35-49
Source: “Trends in Digital Media”, GfK Intomart, Dec 2013, base: online population 13+ (N=1,008)
Age 35-49
Age 18-34

107. Tablet and mobile usage show biggest gap during daytime; mobile is used on
the way and at work; tablet mainly at home
Smartphone and tablet usage during the day
Source: TNS Nipo, Mobile 360, 2012, N=1112

108. Smartphones are used while multi-tasking with other media
Listening to music
Reading books
Watching TV
Use their smartphone
during…
Watching movies
Playing games
Source: “Our Mobile Planet”, Google/Ipsos, May 2013, N=1000
Reading mags/news
Use internet

109. Only half of the time on mobile is spent on communication
Mobile activities in minutes per day
Social networking & connecting
3
1 2
E-mail
Communication
Multi-media & entertainment
1
1
0
Total minutes
per day
42
10
Online gaming
19
Personal interest
Entertainment
Shopping
Knowledge & education
Information
News, sport & weather
1
4
Personal admin
Planning & organising
Source: TNS Nipo, Mobile 360, 2012, N=1112
Management

110. Overall, less time is spent on tablets than on mobile. Activities are mainly
entertainment-driven
Tablet activities in minutes per day
Social networking & connecting
1 1
E-mail
4
2
Communication
Multi-media & entertainment
1
Total minutes
per day
1
0
22
Online gaming
3
Personal interest
Entertainment
Shopping
1
Knowledge & education
Information
News, sport & weather
8
Personal admin
Planning & organising
Source: TNS Nipo, Mobile 360, 2012, N=1112
Management

111. The Standard Ad Units – Mobile and tablet Display
Display banner
Smartphone
Availability
Mobile web and in-app
Size
320 x 50 / 640 x 100
320 x 100 / 640 x 200
300 x 250 / 600 x 500 / 640 x 480
File size
(animated) GIF, JPG, PNG, CSS,
HTML5 max 40 kb
Action
Examples
To landingspage, store, click-to sms,
call, email, calendar
Display banner
Tablet
Availability
Mobile web and in-app
Size
As a result of the expanded
market, IAB defined guidelines
for standardization.
728 x 90
300 x 250
160 x 600
File size
Action
Examples
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.
(animated) GIF, JPG, PNG, CSS,
HTML5 max 40 kb
To landingspage, store, click-to sms,
call, email, calendar
Source: IAB website: http://www.iab.nl/onze-kennis/standaarden-en-richtlijnen/display-advertising/iab-rising-star-ad-units/, data collected on 10th December 2013

112. The Standard Ad Units – Mobile and tablet Rich Media
Rich media
Smartphone
Availability
Size
Examples
Rich media
Tablet
Examples
Mobile web and in-app
Availability
Mobile web and in-app
Yellow = size after expand
Expandables
Size
expandables)
(expandables)
A] Expandable rectangle
300 x 250 600 x 250 (to left/right)
Expand to halfpage
640 x 100 640 x 480
Expand to fullscreen
640 x 100 640 x 960
Pushbanners : Pushes content
up/down by clicking:
B] Expandable skyscraper
160 x 600 300 x 600 (to left/right)
Tap
Or
C] Expandable leaderboard/floorad
728 x 90 728 x 400
Pushdown/
Pushdown/pushup
640 x 100 640 x 480
D] Leaderboard/Floorad + Fullscreen
728 x 90 1024 x 768
Floorad: moves along with content.
On-click fullscreen.
640 x 100
E] Pushdown (content is pushed down
with tab)
728 x 90 728 x 400
640 x 960
F] Floorad
1024 x 80
File size
Javascript-tag, MRAID, HTML5, total
size max 200 kb (without video).
Streaming video (max 1GB) play after
click
File size
Javascript-tag, MRAID, HTML5, total
size max 200 kb (without video).
Streaming video (max 1GB) play after
click
Action
Expand over content
Action
Expand over content
Extra info
Pushes content up/down depending
from adposition
Extra info
Pushes content up/down depending
from adposition
Source: IAB: http://www.iab.nl/onze-kennis/standaarden-en-richtlijnen/display-advertising/iab-rising-star-ad-units/, data collected on 10th December 2013

113. Mobile and In-app is showing high growth this year.
Display advertising revenue per medium
InBreakdown Mobile website and In-app
2,7%
4,6%
E-mail
H1 2013
Mobile website
& In-app
88,8%
Website/browser
Source: IAB report on Online Ad Spend, the Netherlands H1 2013
1,2%
1,6%
1,4%
1,6%
2011
6,6%
2012
Mobile website
In-app
3,9%
H1 2013

114. Research that starts on smartphones often leads to purchases across channels
18%
26%
of smartphone users
have purchased a
product or service on
their smartphone
17%
57%
Source: “Our Mobile Planet”, Google/Ipsos, May 2013, N=1000
of these smartphone
shoppers have made
a purchase in the
past month

115. Mobile is often used after seeing an ad in another medium (especially TV and
shops). Mobile advertising is mainly notices in an app or on a website
Mobile search
Where mobile ads are noticed
48%
While in an app
35%
While on a website
While using a search engine
While watching a video
have performed a
mobile search after
seeing an ad
23%
22%
15%
While on a retailer website
While on a video website
9%
0%
20%
40%
Source: “Our Mobile Planet”, Google/Ipsos, May 2013, Base: Private smartphone users who use the internet and who at least rarely notice advertising (N=821)
60%

116. PRINT

117. NEWSPAPERS

118. ‘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/onderzoek/nom-print-monitor/, 25th September 2013
NOM
audience
measurement in the
Netherlands

119. Newspapers print circulation steadily decreasing (-2% 2013 Q2 vs 2012), but epaper* gains terrain in newspaper landscape
Quarterly circulation figures (in ‘000s)
National newspapers
Regional newspapers
Free sheets
E-paper
2.500
2.000
1.500
1.000
500
0
2005
2006
2007
2008
2009
2010
2011
2012
2013 Q2
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
E
does not include a newspaper’s regular website or mobile site.

120. All newspapers, except for Trouw, have dropped in circulation. Despite a 6%
drop in circulation, De Telegraaf remains the biggest newspaper
Title
Total circulation
2011
Total circulation
2012
% change total
circulation YoY
Total circulation
2013 Q2
De Telegraaf
618,876
582,582
-6%
502,977
AD
429,391
420,977
-2%
402,021
De Volkskrant
259,968
260,708
0%
256,403
NRC Handelsblad
201,619
199,359
-1%
192,336
Trouw
103,035
104,155
1%
104,910
NRC.Next
83,037
79,387
-4%
69,263
Het Financieele Dagblad
60,308
54,678
-9%
5,525
Reformatorisch Dagblad
52,529
50,248
-4%
2,854
Nederlands Dagblad
28,038
26,039
-7%
24,363
1,838,812
1,780,145
-3%
1,560,652
Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation).

121. With De Pers having gone out of business, only 2 free sheets are left: both of
which are now owned by Telegraaf Media
Title
Metro
Sp!ts
Media owner /
Publishing house
Sales house
Distribution
Telegraaf Media Nederland /
Landelijke Media B.V.
Telegraaf Media
Nederland
National distribution & special editions in
Amsterdam, The Hague, Rotterdam
Telegraaf Media Nederland /
Landelijke Media B.V.
Telegraaf Media
Nederland
National distribution
Telegraaf Media is aiming to create two more distinct product propositions i.e.
propositions,
= Young adults, positive, provocative
= Overview of news developments, more serious news

122. MAGAZINES

123. Circa 1,397 consumer magazine titles registered by Retriever,
only 234 have audited circulation figures by HOI
Based on the 234 audited titles
Total circulation (incl. free circulation) = 27.2 million
Paid circulation = 15.7 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
Source: Retriever, Dec 2013 & HOI Q2 2013 (audited circulation figures)
Fact Sheet Consumer
Mags

124. Sanoma Media
Nederland
31st October 2013, Publisher Sanoma announced a large reorganization.
- Sanoma will focus on 17 titles:
o
o
o
o
o
-
Libelle, Margriet, Flair, Viva, LINDA, Flow, Story
Donald, Tina, Zo Zit Dat, Fashionista
Ouders van Nu, Kèk Mama
VT Wonen, Ariadne at Home, Eigen Huis & Interieur
AutoWeek
32 titles will be sold or combined, these are mainly man and special
interest magazines:
101 Woonideeën, Delicious, Fiets, FietsActief, Formule1.nl, Golfers Magazine,
GOLFjournaal, Helden, Hockey.nl, Home and Garden, Katrien, Kinderen, Knip
Mode, Knippie, Know How, Lekker, More than Classic, Moto 73, Motor,
Nickelodeon Magazine, Nouveau, Pro Cycling, Roots, Seasons, Truckstar,
Tuinieren, Vorsten, Zeilen, Zin
Source: Persbericht – Sanoma Media Netherlands kondigt aangescherpte strategie en reorganisatie aan, 31th October 2013

125. Magazine circulation also decreasing slowly but steadily (-5% YoY); sponsored
magazines show uplift from 2011
Quarterly circulation figures (in ‘000s)
9.000
Sponsored mags
Family & celebrity
8.000
Women's
7.000
TV listings
6.000
Home decoration, gardening & DIY
5.000
Kids & youth
4.000
Special interest
3.000
Parenting
2.000
Sports
1.000
Management
Other
0
2009
2010
2011
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
2012
2013 Q2

126. Sponsored magazines have the highest circulations
Top 10 magazine titles
in terms of circulation
Kampioen
Allerhande*
Boodschappen*
SPOOR
Wathandig*
Veronica Magazine
Eigen Huis magazine
Vrouw
Zorgbelang*
Film1 Sport1 Gids
Total (across all titles)
Publication type
Family/celebrity
Sponsored mags
Sponsored mags
Sponsored mags
Sponsored mags
TV listings
Home deco/gardening/DIY
Women's
Special interest
TV listings
Total circulation
2011
3,548,770
2,225,860
1,975,150
1,287,587
992,824
810,367
687,452
721,210
512,245
487,438
31,407,330
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
Total circulation
2012
3,540,991
2,276,028
1,955,874
1,306,852
996,353
707,510
694,817
683,466
508,935
465,022
29,846,651
% change total Total circulation
2013 Q2
circulation YoY
0%
2%
-1%
1%
0%
-13%
1%
-5%
-1%
-5%
-5%
3,529,525
2,278,059
1,960,768
1,314,397
1,000,367
610,793
706,263
602,993
509,491
506,943
27,172,556

127. Top 10 magazine titles
in terms of audience reach
Publication type
Kampioen
Allerhande
Libelle
Veronica
Donald Duck
Margriet
Privé
Vrouw
Quest
Story
Family/celebrity
Sponsored
Women’s
TV listings
Kids/youth
Women’s
Family/celebrity
Women’s
Popular science
Family/celebrity
Source: Nationaal Print & Doelgroep Monitor 2012-II 2013-I
Average issue reach Average issue reach
amongst NL 13+
amongst NL13+
(in ‘000s)
(%)
5,445
38.9
3,982
28.4
2,067
14.7
2,006
14.3
1,617
11.5
1,392
9.9
1,372
9.8
1,362
9.7
1,126
8.0
1,113
7.9
Women’s,
family &
celebrity titles
have highest
reach

128. Gross media spend X 1000
Seasonality index for consumer magazine titles
2012
50.000
2013
40.000
30.000
20.000
10.000
-
There is a strong seasonality in magazines in which the summer period shows a strong decrease in media spend. It
increases in fall and during the Christmas season
season.
Source: Nielsen, Jan - Dec 2012, Jan-Oct 2013

129. OUT OF HOME

130. Audience measurement for OOH – from OTS to VAC
In September 2011, the new currency for audience measurement was launched
for OOH: VAC the visibility adjusted contact.
VAC,
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)
Source: Het Buitenreclame Onderzoek 2011

131. VAC data available via CAFAS software
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.
Due to conflicting interests,
Interbest stopped participating
as of 1st March 2013.
Source: Het Buitenreclame Onderzoek 2011

132. Abri’s (6-sheets), billboards (48s and 96s) and Masts are the most widely used
formats.
Street abri’s (6-sheets) and billboards are in the hands of 4 major players.
Tourism, Food & Drink, Retails and Telecom are the biggest advertisers in terms
of spend.
Fact Sheet
Outdoor
Seasonality in spending is very limited.
In 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)

133. Outdoor Media Owners
Company
Objects
JCDecaux
Ad shells/6s, billboards, odd-sized objects
CBS Outdoor
Ad shells/6s, billboards, buses/trams, railway stations, petrol stations (Shell only)
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
Boomerang Media
Freecards
Source: Retriever, October 2012

134. Outdoor market dominated by 2 big players, JCDecaux and CBS. Overall media spend for OOH
increased in 2012. Interestingly, it was mainly the smaller players who benefited.
Share of gross media spend OOH
2011
2012
2013 Jan-Oct
Total Spend 2011: € 415,226,998
Total Spend 2012: € 465,999,657
Total Spend 2013 Jan-Oct: € 387,422,506
40%
30%
20%
10%
0%
Others
Source: Nielsen, Jan - Dec 2011 & 2012, Jan-Oct 2013

135. Public transport shows highest reach potential (Triple & OV media). CBS and JC
Decaux have highest reach among younger people (13-34)
OOH reach per vendor per age
100%
Triple Media
80%
CBS
JC Decaux - abri's
60%
OV Media
40%
JC Decaux - billboards
Centercom
20%
MMD
0%
13-29
20-34
35-49
50-64
65-75
Source: CAFAS, October based on September 2013, database version 10.0
Reach is based on all packages per vendor available in CAFAS. JC Decaux is split up in shelters and billboards due to the number of packages.

136. CBS Outdoor International to rebrand as Exterion Media
From 21st January 2014, CBS Outdoor will be 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.
Source: http://www.cbsoutdoorinternational.com/About-Us/Press-Centre/Press-Releases/CBS-Outdoor-International-to-rebrand-as-Exterion-Media/

137. Seasonality for OOH: Summer and Christmas season are main periods for OOH
advertising.
2012
2013
Gross media spend X 1000
50.000
40.000
30.000
20.000
10.000
January February
March
Source: Nielsen, Jan - Dec 2012, Jan-Oct 2013
April
May
June
July
August September Oktober November December

138. The digitalization of OOH offers many opportunities to interact with consumers
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.
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

139. CINEMA

140. Since 2010, the total number of cinema visitors is at a historically high level
(previously seen in 1978)
54%
went to the
cinema at least
once in 2012
30.6
million
cinema visitors in
2012 (+0.6%)
Since September
2012, all Dutch
cinemas are
DIGITAL
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), press releases

141. Number of cinema visitors is increasing in line with the number of film releases
per year
# Visitors (million)
# Film releases
# Cinemas
30
Visitors in million
400
350
300
25
250
20
200
15
150
10
100
5
50
0
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), annual report 2012
# Cinemas & Film Releases
# Cinemas & Film Releases
# Cinemas & Film Releases
# Cinemas & Film Releases
35

142. Seasonality in media spend does not show same pattern as number of visitors
through the year.
Gross media spend 2012
Average vistors index 2007-2011
Index
140
1.600
120
1.400
100
1.200
1.000
80
800
60
600
40
400
20
200
0
Jan
Feb
March
Apr
May
Source: Average seasonality cinema visits Jean Mineur Network 2007-2011
June
July
Aug
Sep
Oct
Nov
Dec
Visitors index
Visitors index
Visitors index
Visitors index
Gross media spend x 1000
1.800

143. Skyfall was able to trigger most people to go to the cinema
Most watched film
in 2012: Skyfall, with
Skyfall,
1,984,003 visitors
Most watched Dutch film:
Alles is Familie (640,000
visitors).
Dutch films had a market
share of 16% in 2012
(based on revenue).
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners)

144. REACH CINEMA PER WEEK
Target audience
Reach per week (x 1,000)
%
Total 13+
676
4.8
Men
342
4.9
Women
334
4.7
13-19
123
8.8
20-34
227
7.5
35-49
167
4.5
50+
159
2.7
1 (high)
206
6.5
2
107
4.7
3
197
6.0
4
148
3.8
5 (low)
18
1.2
Age
Level of wealth
Source: NPDM 2012 II – 2013 I, base: total NL 13+ (N=21,544)
Cinemas attract
a younger
audience

145. 3D films
# 3D titles
# visitors*
% 3D visitors
* Average visitor per title (in ‘000s)
Number Visitor/Titles
200
25
20
150
156
136
100
15
110
101
50
0
27
15
0
2009
Source: MaccsBox, 2012
5
43
40
10
2010
2011
2012
Percentage %
Percentage %
Percentage %
Percentage %
Increasing
popularity of 3D
films, though
not many 3D
blockbusters in
2012

146. 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!
BIRGIT VINE
Insights Director
Birgit.Vine@starcom.nl
MAAIKE DE VRIES
Insights Consultant
Maaike.de.Vries@starcom.nl
SANDER GEERLING
Insights Executive
Sander.Geerling@starcom.nl