Media investments in 2013 increased slightly compared to 2012, rising 2.6%. While the first half of 2013 saw lower spending than 2012, spending increased starting in July and for the rest of the year. Procter & Gamble and Unilever remained the top two spending advertisers. Lidl was the highest spending brand, while retailers, car companies, banks, and telecom brands comprised many of the other top spending brands. Television remained the most invested in media, followed by newspapers and radio.

1. MEDIA INVESTMENTS
OVERVIEW
2013 VS 2012

2.  The media investments spent in 2013 increased a little vs 2012 : +2,6%.
 Even if the first semester was not so good vs 2012, as from July onwards, the
spendings/months increased vs last year showing some encouraging signs.
 In terms of advertisers groups, the two FMCG giants (P&G and Unilever) remained the two
main spenders.
 In terms of brands, Lidl was the N°1 spender. The highest spending brands were Retailers,
Car, Banks & Telecom brands.
Executive summary

3. 2013 vs 2012 - Slightly increasing market (+2,6%)
Source : Nielsen, Gross Investments, Adstat, Media mix, JAN-DEC 2013 & JAN-DEC 2012, output 24/03/2014.
 2013 vs 2012 increase : +2,6%.
 Investments increased everywhere except in Free sheets (-12,7%) and Magazines (-1,7%).

4. Source : Nielsen, Gross Investments, Adstat, Media mix, JAN-DEC 2013 & JAN-DEC 2012, output 24/03/2014.
 TV remains the most invested media before Dailies & Radio.
3 608 981 733 € 3 704 460 660 €+2,6%
Stable media investments split from 2012 to 2013

5. 2nd semester shows good signs of recovery.
Source : Nielsen, Gross Investments. Output: 24/03/2014
 From July 2013 onwards, the total market shows some encouraging signs in September as well as the EOY period.

6.  The three main economic sectors are increasing while Food and Beauty are decreasing.
Global stability among economic sectors
Source : Nielsen, Adstat, Economic groups, output 24/03/2014, ranking on 2013.
+6,1% +7,1% +2,4% -1,6% +3,4% -5,2% +6,8% -0,5% -3,2% +5,6% -2,3% -9,6% +20,7% -34,2% x 3,69

7. Top20 – 2013/2012 Advertising Groups
Source : Nielsen, Adstat, Advertiser Groups, output 24/03/2014, ranking on 2013.
(MONDELEZ INTERNATIONAL=KRAFT FOODS)
 Even after cutting down by +/-15% its investments, P&G remains N°1.
 Other FMCG groups are nevertheless increasing investments (Reckitt Benckiser, Mondelez, …).
 The retailers (Carrefour Group, Colruyt Group) are increasing their investments.
-14,6% -22,6% +8,5% +4,0% +15,8% +25,7% -6,9% +1,8% +8,5% +23,1% +0,4% -12,7% +7,2% +0,8% +3,0% +42,5% +0,6% +23,1% +8,5% +20,3%

8. Source : Nielsen, Adstat, Brands, JAN-DEC 2013 & JAN-DEC 2012, output 24/03/2014, ranking on JAN-DEC13.
 Brands in Retailers, Cars, Banks & Telecom markets are the largest investors in media.
Top20 2013/2012 Advertising Brands
-0,3% +3,3% -11,8% +2,4% +0,5% +67,7% +99% -7,5% +6,6% +3,8% +6,5% -24,9% -7,8% -9,5% +1,7% -6,0% +30,7% +8,5% +19,4%+11,5%

9. If questions, do not hesitate to take contact with
sophie.alderweireldt@havasmedia.com
audrey.forstneric@havasmedia.com