Dutch media landscape 2014 Q2 update by Starcom

1. 1 The Netherlands STARCOM Media Landscape 2014 Q2 Update

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 THE NETHERLANDS GENERAL STATS & FIGURES

4. 4 16.193 16.859 15.500 16.000 16.500 17.000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014juni 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 2014juni Averageno. of peoplein HH Numberof HH (in ‘000s) Household size Single person household Multiple person household Average no. of people in HH Source: CBS, Statline, Sept 2014 38,6 41,0 37 38 39 40 41 42 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014juni Average age

5. 5 -50 -40 -30 -20 -10 0 10 20 30 2007 Jan 2007 May 2007 Sep 2008 Jan 2008 May 2008 Sep 2009 Jan 2009 May 2009 Sep 2010 Jan 2010 May 2010 Sep 2011 Jan 2011 May 2011 Sep 2012 Jan 2012 May 2012 Sep 2013 Jan 2013 May 2013 Sep 2014 Jan 2014 May Difference % positive and negative answers Consumer confidence In 2014, consumer confidence is climbing back up from an ultimate low in 2013 Source: CBS, Statline, Sep 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 The effects of the difficult economic climate are still felt, but first signs of recovery are evident KeyEconomicIndicators 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 OVERALL TRENDS & RANKINGS

8. 8 SoLoMois 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 Source: trendwatching.nl, 10 crucialconsumertrends for2013 10 crucialconsumertrends of 2013 “Consumers are becoming more involved in the financing and development of new products and brands” “Emerging markets that serve other emerging markets. Worldwide” “Multitasking shall be hyper- tasking: 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” “Show off the new 'it' cultures” “Consumers wish 'useful' or even profitable data” “Local production is the new service economy” “Not only transparent, but also open, exposed and proud ;-)“ “Brands will ask contribution of their customers”

10. 10 6 mentalitytrends of the Dutch populationin 2013 Source: Motivaction, Mentaliteitstrends 2013 Manifestation Fascination for violence Techno progression Decrease societal engagement Simplicity Imagineering “I like to be watched by other people” “I think violence on TV should be limited” “There should be boundaries to technological development” “I feel very engaged with society” “I have chosen to live a more simple life” “Dreams and fantasies are crucial in my life”

11. 11 6 Obvious and 6 less obvious trends More digital More mobile More social More emerging markets. More agile/speedy More data-driven The future is digitaland 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 TVwill 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: RishadTobaccowala, Chief StrategyandInnovationOfficer, SMG HES Republic, October2013

12. 12 Dutch brands show strong commitment amongst the Dutch consumer Source: EURIB Top 100 IndispensableBrands of 2013 (EURIB Top 100 Onmisbare Merken van 2013), n=1,001 No. 3 No. 2 No. 1

13. 13 A steady increase in online home shopping with a promising Q1 in 2014 7.400 8.200 9.000 9.800 10.600 2.650 3.630 6 7 8 9 10 11 12 0 2.000 4.000 6.000 8.000 10.000 12.000 2009 2010 2011 2012 2013 2013 Q1 2014 Q1 €billions Online home shopping spend People buying online +11% +10% +9% +8% +37% Top 5 categories with highest % of online purchase Source: ThuiswinkelMartkmonitor2010-2014 Q1 43,3% 59,9% 63% 73,4% 82,5% Media & Entertaintment Travel packages Insurences Plane tickets & accommodation Tickets for events & attractions

14. 14 MEDIA SPEND

15. 15 Gross media spend relatively stable, with a 6% increase in 2014 1HY compared to same period last year 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 9.000 2009 2010 2011 2012 2013 2013 1HY 2014 1HY €millions Gross media spend Source: Nielsen, 2009 –2014, data run off on 30 September 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) +4% YoY +2% YoY -3% YoY -1% YoY +6%

16. 16 Gross investment is increasing, although net media spend doesn’t show the same increase 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 FMCG, Government, retail and telecom dominate the top Dutch advertisers No. Advertiser Category Gross spend in €2014 1HY 1 Unilever FMCG 136.085.898 2 RVD Government 74.851.733 3 Ahold Retail 74.556.103 4 Jumbo Retail 66.458.222 5 KPN Retail 63.371.036 6 ASWatson Retail 60.171.074 7 Persgroep Media 51.281.253 8 Procter& Gamble FMCG 50.777.581 9 Lidl Retail 46.799.170 10 Vodafone Telecom 43.215.479 Source: Nielsen, 2014 1HY, data run off on 4 September 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

18. 18 When looking at individual brand level, retailer Kruidvat comes out on top followed by three big supermarket concerns No. Brand Category Gross spend in €2014 1HY 1 Kruidvat Retail 55.124.273 2 Albert Heijn Retail 54.381.895 3 Lidl Retail 52.221.351 4 Jumbo Retail 43.358.760 5 Ziggo Telecom 34.466.690 6 KPN Telecom 34.359.937 7 Kras Travel 33.464.259 8 Vodafone Telecom 29.086.324 9 C1000 Retail 27.999.776 10 McDonald’s Fastfood 26.937.172 Overall, retail stores dominate, with 5 retail brands amongst the top 10. Telecom is next with 3. Source: Nielsen, 2014 1HY, data run off on 4 September 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

19. 19 TV still claims the largest share of gross media spend 14% 15% 15% 16% 16% 15% 15% 12% 8% 6% 6% 5% 5% 7% 5% 5% 7% 7% 7% 7% 7% 7% 5% 5% 5% 6% 6% 7% 6% 6% 6% 5% 5% 5% 7% 8% 8% 8% 9% 9% 41% 44% 44% 43% 44% 47% 2% 1% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 2010 2011 2012 2013 2014 1HY Media mix Trade press TV Sponsored Magazines Radio Consumer Magazines Out Of Home Door Drops Internet (Online Display) Direct Mail Newspapers Cinema Source: Nielsen, 2009 –2014 1HY, data run off on 4 September 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

20. 20 Out of Home and Radio keep on growing and throughout. In 2014 1HY Television had an increase media spend compared to 2013 1HY 0 1.000 2.000 3.000 4.000 €millions Gross media spend per medium type across time 2010 2011 2012 2013 2013 1HY 2014 1HY Source: Nielsen, 2010 –2014, data run off on 30 September 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

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 % of total net ad spend €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 AnnualNet Media Spend Reports2010, 2011, 2012 and2013. “Classifieds, Directories, Listings” containsspendon peer-to-peer/2nd hand online shoppingsites (e.g. Marktplaats/Ebay) or YellowPages-type online directories (e.g. Telefoongids)

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 AdspendForecast Netherlands –June 2014 (1980-2016) - 500 1.000 1.500 2.000 Newspapers Magazines TV Radio Cinema Outdoor Internet €millions Net spendper medium type 2011 2012 2013 2014 2015 2016

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: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded) Totalspendtop 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) Sponsor spendin mio€ Sponsor spend 2010-2013 2010 2011 2012 2013

24. 24 61% 9% 13% 6,50% 10,50% 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: SponsorMonitor2014 (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 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 andAEGON have been the top sponsors forseveralyears Source: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.

26. 26 TIME SPEND ANALYSIS

27. 27 A new national Media Time Spend Study is launched. This is a collaboration between: •Sociaalen CultureelPlanbureau •The 3 official media audience ratings: NOM, NLOand SKO New research study Media:tijdis released in Q2 2014 On top of the Time Spend Study, Media:tijdwill launch another study in Q4 2014: •A data hub to combine audience ratings in order to analyze cross media reach Media:Timeis 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:tijd2014, TA: 13+ (N=2,989)

28. 28 Dutch people spend more than 8 hours per day on media 8,87 0,99 10,34 0,6 1,55 0,5 3,26 0,23 0,72 2,36 8,18 0,81 11,35 0,51 1,51 0,55 0,59 0,17 0,2 4,32 0 2 4 6 8 10 12 Media On the go Sleeping, eating and personal care Care for others Housework Groceries, shopping Work Volunteerting Study, school Leisure time Hoursper day Main activities –Average time spent per day Weekend Weekdays Source: Media:tijd2014, TA: 13+ (N=2,989)

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 oroffline) Watching(online oroffline) Reading(paper orelectronic) Communicate(throughmedia) Gaming(electronic) Internet other Media other Hoursper day 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:tijd2014, TA: 13+ (N=2,989)

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:tijd2014, TA: 13+ (N=2,989)

31. 31 MEDIA TRENDS, INCL. MULTI SCREEN

32. 32 Tablet and smartphone ownership still rising, whilst purchase intent for tablets slightly decreased. SimOnly subscriptions are growing in popularity. 7% 30% 49% 30% 48% 23% 6% 40% 56% 29% 48% 26% 5% 48% 61% 26% 47% 29% 0% 20% 40% 60% 80% Purchase intent- Tablet Ownership- Tablet Ownership- Smartphone Mobile phone/smartphonePrepaid Mobile phone/smartphoneSubscription (include phone) Mobile phone/smartphoneSubscription (Sim Only) Device ownership & purchase intent amongst NL13+ 2012-I 2012-II 2012-II 2013-I 2013-I 2013-II Source: NPDM 2012-I 2012-II; 2012-II 2013-I; 2013-I 2013-II

33. 33 ‘Trends in DigitaleMedia’ shows the same pattern. Tablet ownership increased with 0.8 million new users in 1stHY 2014. 6% 14% 14% 14% 23% 14% 34% 14% 44% 11% 53% 9% 56% 7% 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 7.4 million users Source: Trends in Digital Media, GfK Intomart, June 2014; base: online population 13+ (N=1,008)

34. 34 93% of Dutch households have internet access at home. Internet access ‘on the go’ increase 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 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 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’taskedforeachmedium 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 TVset* TV with internetaccess*

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 76% 70% 65% 56% 26% 18% 0% 20% 40% 60% 80% 100% Ownership devices dec-12 jun-13 dec-13 jun-14 0% 20% 40% 60% 80% 100% Locationof usage Laptop/netbook Smartphone Tablet E-reader

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 There seems to be a seasonality pattern for multitasking. Playing games, chatting and reading news most popular activities 0% 10% 20% 30% 40% None of above Mobile Phone Laptop Tablet Desktop E-reader Multi Tasking while watching TV Q2 2014 Q1 2014 Q4 2013 Q3 2013 0% 10% 20% 30% Multi Tasking activities Q3 2013 Q4 2013 Q1 2014 Q2 2014 Source: GlobalWebIndex, 2013.Q3 -2014.Q2, Base Internet Users NL16+ (N= 3004)

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 Minutes per dayLive TV Minutes per dayMultitasking 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:tijd2014, TA: 13+ (N=2,989) Live TV MultiTaskactivity

41. 41 Gender Multitasker while watching TV: 16-34 year olds, mostly low income and interested in sport, fashion, cars, science and movies. 51% 49% 22% 22% 23% 19% 15% 0 50 100 150 0% 25% 50% Source: GlobalWebIndex, 2014.Q2, Base Internet Users NL16+ (N= 752), TA: MultiTaskerWhilewatchingTV (N=81) 29% 46% 25% Low (Bottom 25% income) (index 114) Mid (Mid 50% income) (index 93) High (Top 25% income) (index 93) 0 50 100 150 0% 20% 40% 60% 80% % Agree Index Interest Income Age

42. 42 SPOT and Remotely.tv introduced Social TV Ratings: a monthly report of the number of TV related tweets. June and July Reports were dominated by the World Cup Footbalin Brasil August 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 September 2014Source: 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 03-08-2014 17:00 J. Cruijff Schaal -Ajax V PEC Zwolle Fox 18.685 2 06-08-2014 19:20 CL: Besiktas-Feyenoord NPO 3 15.070 3 17-08-2014 20:15 ZomergastenIonacaSmeets NPO 2 7.833 4 29-08-2014 20:30 The Voice of Holland RTL 4 6.697 5 21-08-2014 19:20 EL FC ZoryaLuhansk-Feyenoord RTL 7 6.444 6 23-08-2014 20:00 Holland'sGot Talent RTL4 4.330 7 12-08-2014 23:00 Knevel & Van den Brink NPO 1 3.995 8 24-08-2014 16:00 RTL GP: GP2 -België RTL 7 3.619 9 28-08-2014 18:40 EL FC ShakhtyorSalihorsk-PSV RTL 7 3.507 10 25-08-2014 22:00 Nieuwsuur NPO 2 3.409

43. 43 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 Starcraft2. Trend: eSportsviewing –Watching gamers playing video games in streams all over the world Source: http://www.pu.nl/artikelen/blog/hoogtijdagen-voor-esports/

44. 44 TELEVISION

45. 45 SKO audiencemeasurementin the Netherlands ‘StichtingKijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the Netherlands. SKOis 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, 2ndof July 2014

46. 46 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 FUSIONMid 2015 ONLINE VIDEO TOTAAL Early 2016 TV TOTAL (Linear & non-linear; via TV screen) Existing AV Total(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, 2ndof July 2014

47. 47 STER (Dutch Government) RTL SBSBroadcasting 54 regionalchannels Dutch TV channels, with advertising possibilities (I/II) Source: retriever.nl, Sept 2014 Note: RTL 7 andRTL Z share a channel;RTL Lounge andRTL Crime are paid(digital) channels Radio andTV channelsof Dutch Public Broadcastingare rebrandedas NPO.

48. 48 The Walt Disney Company Benelux Triade Media BE VIACOM Discovery Networks Benelux FOX International ChannelsBenelux Dutch TV channels, with advertising possibilities (II/II) Source: retriever.nl, July 2014 | http://www.adformatie.nl/nieuws/bericht/ad-sales-samenwerking-fox-international-channels-en-branddeli, 12thNovember 2013 Note: share a channelwithVeronica Note: mostlypaid(digital) channels Note: allNick channelsshare onechannel.

49. 49 Due to the effect of the FIFA world cup STER market share increased in 2014 1HY. Market share RTL and SBS remain stable through time, as where BrandDelishows an slight decrease after years of increase in market share Source: SKO Jan 2012.Q1 –2014.Q2, 02.00-26.00 based on all adults 13 + 35% 24% 14% 10% 2% 0% 10% 20% 30% 40% STER RTL SBS BrandDeli Triade Market share 2012 1HY 2012 2HY 2013 1HY 2013 2HY 2014 1HY

50. 50 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 q3/q4 2013. Source: SKO 2012 Jan 2012 –July 2014, 02.00-26.00 based on all adults 13 + 0% 10% 20% 30% Market share 2013 1HY 2013 2HY 2014 1HY STER RTL SBS BrandDeli Triade

51. 51 When looking at individual brand level in television advertising, Jumbo comes out on top followed by Albert Heijnand Kruidvatall retail brands No. Brand Category Gross spend in €2014 1HY 1 Jumbo Retail 33.913.740 2 Albert Heijn Retail 29.096.161 3 Kruidvat Retail 24.423.120 4 C-1000 Retail 21.024.708 5 Nivea Personalcare 19.748.917 6 Unox Food 14.631.391 7 McDonalds Fastfood 14.462.095 8 Plus Retail 14.004.137 9 Renault Automotive 13.512.863 10 Staatsloterij Lottery 13.157.855 Overall, Retail brands dominate, with 5 brands amongst the top 10. Source: Nielsen, 2014 1HY, data run off on 3 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

52. 52 Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile. Male Young Old Female Source: SKO, 2013, all adults 13+

53. 53 98% Households with TV 1.7 Average # of TVs per household 37% Hard disc-recorder ownership 2013 76% 82% Digital TV reception 2012 vs. 2013 Source: SKO TV in the Netherlands 2013 | Media Standaard Survey 2013 TV trends and developments –I

54. 54 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). 17% of Dutch households have TV with internet access Source: SPOT TV Annual Report 2012 + 2013 | Media Standaard Survey 2013 TV trends and developments –II Average viewing time in minutes per day

55. 55 TV trends and developments –III Source: SPOT Annual Report 2012 (based on all adults) | MovingPictures 2013 98% 2% 1% 1% 98% 1% 1% 0% 98% 0% 1% 1% 0% TV Desktop Laptop Tablet Smartphone Watchinglive TV (minutes) –per device 2011 2012 2013 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.

56. 56 TV trends and developments –IV Q1 2015 RTL will start a new channel RTL Z. RTL Z is now broadcasting during daytime on RTL 7. Per 2015 RTLZ will 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 starting in Q1 2015 SBS9 The SBS-group start a new channel that will focus on films and series.

57. 57 VIDEO ON DEMAND

58. 58 Definitions 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. 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)

59. 59 0 5 10 15 20 25 NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year Minutes per day 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:tijd2014, TA: 13+ (N=2,989)

60. 60 Mainplayers‘traditional’ non-linearviewing Harddiskrecorder ‘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 ‘UitzendingGemist’ (NPO) TV content from all the public TV channels. Available via Laptop, Smartphone, Tablet, Smart TV NLziet(NPO, RTL, SBS) NLzietis 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, 15thNovember 2013 | Update July 2014

61. 61 Mainplayersnon-traditional PatheThuis(Patheat Home). Cinema media owner Pathedeveloped 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. 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. Videolandwas 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.

62. 62 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 Source: DDMM (TA 13+ N=1,800) From Apr ‘14 mobile and tablet numbers were added in DDMM hence the total increase 0 10 20 30 40 50 60 70 80 sep-13 okt-13 nov-13 dec-13 jan-14 feb-14 mrt-14 apr-14 mei-14 jun-14 jul-14 aug-14 MonthlyReach Video on Demand RTL XL KIJK SBS6 / NET5 / Veronica Uitzending gemist (NPO) Pathe (thuis & App) YouTube Netflix

63. 63 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 TvInternet Reach for devices used by people to watch video on deman Daily Weakly Monthly Never Don't own this device Source: Motivactiononderzoekonline video 2014

64. 64 RADIO

65. 65 Radio audience measurement National LuisterOnderzoek(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

66. 66 STER OneMedia Sales SkyRadio Group Q-Music NL FDMedia Factory Dutch radio stations, with advertising possibilities (I/II) Source: retriever.nl, July 2014

67. 67 Flux Media Factory Groot Nieuws Radio 94 regionalstations 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

68. 68 Based on 2014 1HY Radio 538 is market leader. Radio 1 had a big increase in the months June and July when big sport events were broadcasted (WC Football and Tour de France). Sky Radio and Radio Veronica are losing market share. Source: NLO, based on audience of 10+, Note: % is Febr-Mrt‘14 vs Jun-Jul‘14 0% 5% 10% 15% Market share (%) Febr-Mrt 2014 Apr-May 2014 Jun-Jul 2014 -8% + 7% -8% -11% + 20% -9%

69. 69 When looking at individual brand level in Radio advertising, Ziggocomes out on top followed by Peugeot and Lidl No. Brand Category Gross spend in €2014 1HY 1 Ziggo Telecom 11.528.485 2 Peugeot Automotive 6.161.309 3 Lidl Retail 5.429.332 4 Volkswagen Automotive 5.377.405 5 Renault Automotive 5.002.662 6 Kruidvat Retail 4.974.735 7 Volvo Automotive 4.806.079 8 Rabobank Finance 4.752.300 9 Citroen Automotive 4.579.533 10 Vodafone Telecom 4.365.756 Overall, Automotive dominates, with 5 brands amongst the top 10. Telecom and Retail is next both having 2 brands in the top 10. Source: Nielsen, 2014 1HY, data run off on 3 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

70. 70 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, 2013, basedon 13+ Old Young

71. 71 All commercial national radio stations are completely digital since 1stSeptember 2013. Next to FM, these stations will also be aired on DAB+ (Digital Audio Broadcasting) In 2014, public broadcasting stations will also switch to DAB+ (already on DAB). DAB+ offers better, noise-free quality and extra possibilities like a pause-button. This opportunity makes radio more on-demand than before. Allnationalstations on DAB+; awareness level is stillverylow Source: RAB Radioplatforms2013, GfKIntomart, May 2013, base: internet population 13+ (N=5,001) 5% 17% 78% 0% 25% 50% 75% 100% AwarenessDAB+ No idea Only by name I know exactlywhat it is

72. 72 Desktop and laptop getting less popular for radio usage. Mobile phone and tablets show an increasing trend as device for listentingto digital radio 0% 5% 10% 15% 20% 25% 30% 35% Dec '11 June '12 Dec '12 June '13 Dec '13 June '13 Digital radio listening* Desktop Laptop Smartphone Tablet SettopBox Source: Trends in Digital Media 2014, GfKIntomart, Juni2014, base: online population 13+ (N=1,008) * Listen sometimes

73. 73 Most time spend on radio listening via SettopBox, followed by Desktop. 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 36 71 20 22 30 63 0 50 100 150 200 250 Average minutes per week Streaming-/network player SettopBox Tablet Smartphone Laptop Desktop 0% 5% 10% 15% 20% Spotify 3FM Radio 538 Q-music Radio 2 Sky Radio Nederland.fm Radio 1 Tune in FM 100% NL Classic Radio Apps (downloaded) Tablet (n=575) Smartphone (n=681)

74. 74 Streamingmusic Application-based (laptop & smartphone) music streaming service. 5.5 million free users 1.5 million monthly active free users Source: Spotify 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

75. 75 DIGITAL

76. 76 STIR has stopped as the official audience measurement currency in the Netherlands STIR was the primary provider of the official audience ratings for onlinein 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 12thNovember, 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, 25thSeptember 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12thNovember 2013

77. 77 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 weeklyavailable 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 In June, mobile(tablet and smartphone) data will be integrated to the panel. Also, many extra demographics are available to analyze the online behavior of more detailed target audience. Source: http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12thNovember 2013

78. 78 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 10thDecember 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.

79. 79 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 United Kingdom Australia New Zealand Japan Germany South Korea France Canada Austria Ireland United States Argentina Spain Czech Republic Slovenia Hungary Lithuania Poland Portugal Russia Greece Italy Brazil Chile South Africa Turkey China Mexico Thailand Indonesia India Pakistan Internet penetration in 2012 vs 2013 2012 2013 Source: 2012 data: eMarketerGlobal Digital Atlas 2012; 2013 data: Internetworldstats.com penetration based on total population

80. 80 21% 11% 12% 32% 25% 13% 13% 36% 27% 14% 14% 36% 33% 14% 15% 37% 40% 14% 17% 38% 42% 14% 18% 38% Social Networks Buying/selling Streaming video Searching for info 2010 II - 2011 I 2011 I - 2011 II 2011 II - 2012 I 2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II Over the last two years all online activities have shown an increase in usage. Social networking became very popular: frequent usage doubled in 2.5 years Source: NPDM releases: 2010 II –2011 I to 2013 I –2013 II, base: total NL 13+ Online activities done ‘often’ –across time

81. 81 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, basedon comScore MMX, Jan 2013, worldwide, femalesaged15+

82. 82 Devices used to go online and frequency of online usage at home and at work 0% 25% 50% 75% 100% Honderden Online access in % 2012 I- 2012 II 2012 II - 2013 I 2013 I - 2013 II 71% 9% 6% 2% 0% 0% 0% 3% 1% 7% (Almost) daily 4-5 daysa wk 2-3 daysa wk Once awk Onceevery 2wks Once amonth < once amonth Never Don'tknow Noaccess athome Online access -At home 9% 19% 10% 4% 1% 1% 1% 2% 1% 52% (Almost) daily 4-5 daysa wk 2-3 daysa wk Once awk Onceevery 2wks Once amonth < once amonth Never Don'tknow Noaccess atwork Online access -At work Source: NPDM releases: 2012 I –2012 II to 2013 I –2013 II, base: total NL 13+ Source: NPDM 2013 I –2013 II, base: total NL 13+

83. 83 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 In two years time, having more than four devices is more common than owning one. On average, consumers own 2.9 devices. Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008) Consumers own 2.9 of these devices on average: -PC (desktop) -Laptop/netbook -Smartphone -Tablet -e-reader* * e-reader is measured since December 2012

84. 84 Google and Facebook are leading in terms of reach for all platforms combined, Whatsappis still growing and has a high frequency of use # Top 10 DgtlBrands Reach (%) Reach (‘000) # Visits(‘000) Frequency 1 Google (exlYT) 83,1 11,719 606,906 51,8 2 Facebook 78,5 11,061 1,012,752 91,6 3 Google Search 70,5 9,931 242,767 24,4 4 Youtube 67,6 9,533 112,835 11,8 5 Whatsapp 57,1 8,054 708,604 88,0 6 GoogleMaps 55,0 7,759 50,272 6,5 7 Marktplaats 54,3 7,651 80,441 10,5 8 Buienradar 51,2 7,211 87,647 12,2 9 Nu.nl 47,7 6,718 177,588 26,4 10 ING Bankieren 45,6 6,422 111,456 17,4 Source: DDMM, All platforms Aug 2014, TA: 13+ 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, basedon comScoreVMX, Jan 2014,

85. 85 Online display advertising market still plagued by high % of waste* Percentage website (in-screen vs. not in-screen) Source: MeMo2, based on MeMo2 benchmark (based on 500 million impressions) 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 browsertabs 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) 0% 20% 40% 60% 80% 100% Website 1 Website 2 Website 3 Website 4 Website 5 Website 6 Website 7 All % in-screen % not in-screen

86. 86 Update cookie legislation. After Hasty introduction of EU legislation in june2012, the Dutch government is probably going to ease 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. 91% 9% Cookie law expectations No impact Increasing advertising revenue Source: IAB report on Online Ad Spend, the Netherlands H1 2013 | Update July 2014: http://www.rijksoverheid.nl/nieuws/2014/03/28/cookiewetgeving-versoepeld.html

87. 87 SOCIAL MEDIA

88. 88 Facebook seems to have plateaued at very high level. YouTube is (stable) second network in terms of claimed usage Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+ Do youusethe SocialMedia listedbelow? 80% 60% 40% 20% 0% 2011 2012 2013 2014 53% 47% Almost 9 out of 10 people use Social Media

89. 89 Facebook and YouTube are most used platforms in the year 2014 Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+ Socialmedia in the Netherlands in 2014 The absolute numbers are a projection of the results based on the following data: Number of Dutch peopleTarget population Dutch people15+ 16.779.5750,83 Internet penetrationPopulation 0,9413.067.554 Main platforms: Upcoming platforms:

90. 90 11% 13% 22% 5% 5% 8% 38% 30% 25% 53% 21% 49% 21% 37% 30% 32% 20% 43% 33% 33% 15% 21% 25% 4% 26% 11% 29% 7% 8% 6% 1% 5% 2% 9% 3% Facebook Twitter Instagram Linkedin Pinterest Google+ Tumblr Age distribution of social networking sites in NL 65+ 50-64 35-49 20-34 13-19 Instagram and Tumblr are youngest networks Source: DDMM, July 2014, 13+ Age Age distribution Penetration Average number of platforms used 15-19 8% 99% 4 20-39 35% 97% 3 40-64 42% 84% 2 65-79 11% 68% 1 80+ 3% 63% 1 Social Media listed usage Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+

91. 91 SocialMedia 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 3million Source: Newcom, Dutch National SocialMedia 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

92. 92 Within the social media landscape alternative platforms are emerging, focusing on people’s tastes and interests Smarts Tastes/Interests Ego Source: SMG proprietary qualitative research, Youth Human Experience Centre –Curated Market Places, January 2013

93. 93 MOBILE

94. 94 Smartphone penetration is further increasing to 70% 39% 45% 48% 58% 65% 67% 70% 0% 20% 40% 60% 80% Historical development of smartphone penetration in NL Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008) 9 million Smartphone users

95. 95 50+ become more mobile through time. Across all groups –except for 13-17 - 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 0% 25% 50% 75% 100% Men Women Age 13-17 Age 18-34 Age 35-49 Age 50-64 Age 65+ % uses a tablet Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)

96. 96 0 1 2 3 4 5 Averagetime spendin minutes 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:tijd2014, TA: 13+ (N=2,989)

97. 97 Main activities are call, text messages, chat, internet, e-mail, camera and social media 79% 77% 28% 8% 19% 39% 49% 54% 8% 73% 4% 43% 71% 17% 84% 77% 30% 74% Mobileactivities Internet E-mail Video TV Radio Navigation Games Downloading apps As e-ticket Camera Books Online banking Social media Online shopping Call Text messages Music Chat Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)

98. 98 Main activities are internet, e-mail, games and social media 90% 74% 35% 32% 16% 11% 66% 53% 4% 42% 20% 41% 67% 38% 6% 3% 17% 8% Tabletactivities Internet E-mail Video TV Radio Navigation Games Downloading apps As e-ticket Camera Books Online banking Social media Online shopping Call Text messages Music Chat Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)

99. 99 The Standard Ad Units –Mobile andtablet Display Source: IAB website: http://www.iab.nl/2014/06/12/iab-taskforce-mobile-past-mobile-advertising-standaarden-aan-2/, data collected on 30thJune 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

100. 100 Mobile and In-app is showing high growth this year. 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

101. 101 Most activity on PC/Laptop. Mostly same activities at different platform, although popularity activities per platform differs. 17% 19% 20% 21% 21% 22% 23% 26% 29% 30% Checked Information On Music, Leisure Or Entertainment Reviewed A Product Or Brand Online Search For Product Or Service To Buy Checked Inf Weather Online Used A Social Networking Service Uploaded Photos Online Managed Your Social Network Profile Watched A Video Clip Used Webmail Used Internet Banking Top 10 -Mobile 38% 41% 44% 45% 49% 53% 56% 57% 58% 74% Checked Information On Music, Leisure Or Entertainment Uploaded Photos Online Managed Your Social Network Profile Checked The Weather Online Search For Product Or Service To Buy Purchased A Product Online Used Webmail Reviewed A Product Or Brand Online Watched A Video Clip Used Internet Banking Top 10 -PC / Laptop 8% 9% 9% 9% 10% 11% 11% 12% 13% 13% Uploaded Photos Online Used A Social Networking Service Managed Your Social Network Profile Checked The Weather Online Checked Information On Music, Leisure Or Entertainment Reviewed A Product Or Brand Online Search For Product Or Service To Buy Used Internet Banking Watched A Video Clip Used Webmail Top 10 -Tablet Source: GlobalWebIndex, 2014.Q2, Base Internet Users NL16+ (N= 752), Have donein the past month

102. 102 Apps are main platforms for mobile usage, especially for smartphones Source: DDMM, average reach Q2 2014, TA:13+ 29% 30% 30% 35% 35% 37% 48% 52% Facebook.com Google Search (app) Gmail (app) Google.nl Youtube (app) Google Maps (app) Facebook (app) Whatsapp (app) Overall top smartphone titles Phone reach % 18% 19% 22% 23% 23% 28% 31% 38% Nu.nl Youtube.com Candy Crush Saga (app) Facebook.com Google Search (app) Google.nl Youtube (app) Facebook (app) Overall top tablet titles Tablet reach %

103. 103 In media apps both on mobile and on tablet Nu.nl and Youtubeare most widely spread 7% 8% 8% 8% 13% 13% 17% 18% 38% 44% NPO (uitzending gemist) RTL XL Ad.nl Ziggo De Telegraaf Teletekst Spotify NOS Youtube Nu.nl Top 10 Media apps-Mobile 11% 15% 15% 16% 19% 19% 20% 22% 38% 42% RTL Nieuws Teletekst NPO (uitzending gemist) Ziggo RTL XL Spotify De Telegraaf NOS Youtube Nu.nl Top 10Media apps-Tablet Mean # of apps on Mobile: 27 Mean # of apps on Tablet: 26 Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)

104. 104 PRINT

105. 105 NEWSPAPERS

106. 106 NOMaudience measurement in the Netherlands ‘NationaalOnderzoekMultimedia’ (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/, 25thSeptember 2013

107. 107 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 notinclude a newspaper’s regular website or mobile site (Digital only replica and Digital only non-replica)

108. 108 Title Total circulation 2012 Total circulation 2013 % change total circulation YoY Total circulation 2014Q1 De Telegraaf 582,582 533,227 -8% 502,751 AD 420,977 411,772 -2% 385,421 De Volkskrant 260,708 255,097 -2% 265,829 NRC Handelsblad 199,359 189,979 -5% 176,732 Trouw 104,155 102,768 -1% 104,242 NRC.Next 79,387 62,965 -21% 49,906 Het FinancieeleDagblad 54,678 53,861 -1% 50,782 ReformatorischDagblad 50,248 48,361 -4% 46,463 NederlandsDagblad 26,039 23,761 -9% 22,506 1,780,145 1,681,791 -5% 1,604,632 Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation). All newspapers have dropped in circulation in 2013. Despite a 8% drop in circulation, De Telegraafremains the biggest newspaper. In Q1 2014 De Volkskrant& Trouwhad an increase in circulation.

109. 109 Reach online of news sites is bigger than traditional print. Nu.nl and NOS have a bigger reach than the two big newspaper sites (Telegraafand AD) # Top 10 onlineNews brands Reach (%) Reach (‘000) # Visits(‘000) Frequency 1 Nu.nl 47,7 6,718 177,588 26,4 2 NOS 38,6 5,442 140,389 25,8 3 Telegraaf 38,1 5,370 78,525 14,6 4 AD 34,8 4,907 70,789 14,4 5 RTLnieuws 22,2 3,126 25,089 8,0 6 de Volkskrant 13,6 1,916 11,540 6,0 7 NRC 9,5 1,339 7,271 5,4 8 Metro 7,4 1,043 1,911 1,8 9 Sp!ts 5,4 766 1,352 1,8 10 Trouw 4,8 671 1,981 3 Source: DDMM, All platforms Aug 2014, TA: 13+

110. 110 When looking at individual brand level in Newspaper advertising, Krascomes out on top followed by NRC and Lidl. The top 5 is completed by 2 direct competitors of Krasin the travel business. No. Brand Category Gross spend in €2014 1HY 1 KrasReizen Travel 28.320.552 2 NRC Media 21.441.841 3 Lidl Retail 17.512.707 4 StipReizen Travel 12.079.048 5 Corendon Travel 10.822.482 6 KPN Telecom 9.132.896 7 RVG Communicatie Media 8.297.835 8 Molenaar Health 6.287.373 9 Aldi Retail 6.185.505 10 Prominent InteriorDesign 6.086.586 On category level Travel has 3 brands in the top 5. Media and Retail both have 2 brands in the top 10. Source: Nielsen, 2014 1HY, data run off on 3 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

111. 111 Title Media owner / Publishing house Sales house Distribution Metro TelegraafMedia Nederland / LandelijkeMedia B.V. TelegraafMedia Nederland National distribution & special editions in Amsterdam, The Hague, Rotterdam Sp!ts TelegraafMedia Nederland / LandelijkeMedia B.V. TelegraafMedia Nederland National distribution With De Pershaving gone out of business, only 2 free sheets are left: both of which are now owned by TelegraafMedia = Young adults, positive, provocative = Overview of news developments, more serious news TelegraafMedia is aiming to create two more distinct product propositions, i.e.

112. 112 Blendleis 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. In June, Blendlehad 60.000 subscriptions. 20% of the subscribers actually pay for articles. In august, Blendlehad 100.000 subscriptions and more than 50 titles are available now. In July Blendle.nl had 559.000 page views, in August this increased to 865.000. More than half of the subscribers is under 35 years old. NRC Handelsbladconsiders Blendleas “the iTunes for journalism”. NEW MEDIA DEVELOPMENT: PAY-PER-ARTICLE Source: PageviewsDDMM, July-August 2014

113. 113 MAGAZINES

114. 114 Source: Retriever, July 2014 | HOI Q1 2014 (audited circulation figures) FactSheet Consumer Mags Circa 1,380consumer magazine titles registered by Retriever, only 214 have audited circulation figures by HOI Based on the 214audited titles Total circulation (incl. free circulation) = 24.0millionPaid circulation = 14.7million 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

115. 115 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.

116. 116 Top 10 magazinetitles in terms of circulation Publication type Total circulation 2012 Total circulation 2013 % change total circulation YoY Total circulation 2014 Q2 Kampioen Family/celebrity 3,540,991 3,529,929 0% 3,508,599 Allerhande* Sponsored mags 2,276,028 2,276,768 0% 2,094,708 Boodschappen* Sponsored mags 1,955,874 1,963,050 0% 1,967,048 SPOOR Sponsored mags 1,306,852 1,302,667 0% 1,225,752 Eigen Huismagazine Home deco/gardening/DIY 694,817 706,008 2% 476,467 Vrouw Women's 683,466 626,594 -8% 703,605 Veronica Magazine TV listings 707,510 592,725 -16% 602,524 Zorgbelang Special interest 508,935 509,810 0% 511,552 Film1 Sport1 Gids TV listings 465,022 454,524 -2% Libelle Women’s 405,558 377,441 -7% 356,812 Total (across all titles) 29,846,651 25,260,696 -15% 26,081,858 Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation. Sponsored magazines have the highest circulations

117. 117 Source: NOM Print & Doelgroep Monitor 2013-I 2013-II, base: total NL 13+ (N=21,007) Women’s, family & celebrity titles have highest reach Top 10 magazinetitles in terms of audience reach Publication type Average issue reach amongstNL 13+ (in ‘000s) Average issue reach amongst NL13+ (%) Kampioen Family/celebrity 5,392 38.3 Allerhande Sponsored 4,181 29.7 Libelle Women’s 2,002 14.2 Veronica TV listings 1,829 13.0 DonaldDuck Kids/youth 1,597 11.3 Privé Family/celebrity 1,365 9.7 Vrouw Women’s 1,363 9.7 Margriet Women’s 1,362 9.7 Quest Popular science 1,087 7.7 Story Family/celebrity 1,081 7.7

118. 118 - 10.000 20.000 30.000 40.000 50.000 60.000 Gross media spend X 1000 2011 2012 2013 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 index for consumer magazine titles Source: Nielsen, 2011 -2013

119. 119 No. Brand Category Gross spend in €2014 1HY 1 Sanoma Media 3.261.573 2 ANWB Transport 2.551.529 3 Voordeeluitjes Travel 2.185.820 4 Vrouwonline Media 2.079.909 5 HollandseNieuwe Telecom 2.076.125 6 Elsevier Media 1.791.835 7 SBS6 Media 1.664.049 8 Albert Heijn Retail 1.428.732 9 Molenaar Health 1.288.182 10 Corendon Travel 1.263.290 When looking at individual brand level in Magazines advertising, Sanomacomes out on top followed by ANWB and Voordeeluitjes. Overall, Media dominates, with 4 brands amongst the top 10. Travel is second with 2 brands in the top 10. Source: Nielsen, 2014 1HY, data run off on 3 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

120. 120 SanomaMedia Nederland In October 2013, Publisher Sanomaannounced a large reorganization. -Sanomawill focus on 17 titles: oLibelle, Margriet, Flair, Viva, LINDA, Flow, Story oDonald, Tina, ZoZit Dat, Fashionista oOudersvan Nu, KekMama oVT Wonen, Ariadne at Home, Eigen Huis& Interieur oAutoWeek -In June 2014, Sanomaannounced it has sold 19 titles to New SkoolMedia. 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, Procyclingen Zeilen -In July 2014, cluster Menis sold to Pijpermedia NieuweRevu, Panorama, Playboy -Sanomahas ended publication of magazines FAB and Nusport, both titles are now digitally exploited Source: Persbericht–SanomaMedia Netherlands bereikt overeenstemming over verkoop 19 titels, 06thJune 2014 | Retriever, 29thSeptember 2014

121. 121 Elsevier Juist, will appear 10 times a year as magazine and e-magazine and offers more extensive articles and more photography than the regular Elsevier Circulation: 40.000 | 1/1 page FC €8,915 Trots, magazine forgrandparents/active50+,appears6 timesa year(controlledcirculationof WIJ database) Circulation: 50.000 | 1/1 page FC 4,950 Introductions

122. 122 Otherdevelopmentsandshifts From2014 exploitedbyZPRESS Young(alsoresponsiblefora.o. Hitkrant, MEIDENmagazine), comingfromAudax Media FromJanuary2014, exploitedbyWeekbladpers (publisherof a.o. Vrij Nederland, Yoga Magazine), comingfromAudax Media From9 January2014, publishedandexploitedbyVeen Media (publisherof a.o. Filosofie Magazine, New Scientist), comingfromWeekbladpers Magazine disappeared, bi-weeklydigital appintroducedinstead

123. 123 OUT OF HOME

124. 124 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) AudiencemeasurementforOOH –fromOTS toVAC Source: Het Buitenreclame Onderzoek 2011

125. 125 For thisstudythe 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 availablevia CAFAS software Source: Het Buitenreclame Onderzoek 2011 Due to conflicting interests, Interbeststopped participating as of 1stMarch 2013.

126. 126 FactSheet 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. Tourism, Food & Drink, Retailand Telecomare the biggest advertisers in terms of spend. 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)

127. 127 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 SchipholMedia Big variety of media at SchipholAirport Amsterdam OV Media & Triple Media Buses, A3 posters in buses Altermedia A3 posters indoor (cafes, bars, cinemas), taxis, sampling, car2go/cargohopper BoomerangMedia Freecards Outdoor Media Owners Source: Retriever, June2014

128. 128 Outdoor market dominated by 2 big players, JCDecauxand CBS. Overall media spend for OOH increased in 2013. Interestingly, it was mainly the smaller players who benefited. Source: Nielsen, 2011 -2013 0% 10% 20% 30% 40% Share of grossmedia spendOOH 2011 2012 2013 Total Spend2011: €415,235,318 Total Spend2012: €468,007,528 Total Spend2013: €477,697,912 Others

129. 129 Shelters and billboards –reach main package per vendor Source: CAFAS, June 2014, database version 13.0.q3 | Reach is basedon biggestpackage per vendoravailablein 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

130. 130 Since 21st January 2014, CBS Outdoor is internationally rebranded as ExterionMedia. 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 ExterionMedia Source: http://www.cbsoutdoorinternational.com/About-Us/Press-Centre/Press-Releases/CBS-Outdoor-International-to-rebrand-as-Exterion-Media/

131. 131 - 10.000 20.000 30.000 40.000 50.000 January February March April May June July August September Oktober November December Gross media spend X 1000 2011 2012 2013 SeasonalityforOOH: Summer and Christmas season are main periods for OOH advertising. Source: Nielsen, 2011 -2013

132. 132 No. Brand Category Gross spend in €2014 1HY 1 Belsimpel.nl Telecom 28.320.552 2 Lidl Retail 21.441.841 3 McDonalds Fastfood 17.512.707 4 Vodafone Telecom 12.079.048 5 Ziggo Telecom 10.822.482 6 Samsung Electronics 9.132.896 7 Corendon Travel 8.297.835 8 Schiphol Travel 6.287.373 9 Telfort Telecom 6.185.505 10 KPN Telecom 6.086.586 When looking at individual brand level in Out Of Home advertising, Belsimpel.nl comes out on top followed by Lidl and McDonalds. Overall, Telecom dominates, with 5 brands amongst the top 10. Travel is second with 2 brands in the top 10. Source: Nielsen, 2014 1HY, data run off on 3 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

133. 133 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 Layaror 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

134. 134 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’

135. 135 New digital sites Blow UP: The WOW, opposite toRotterdam CS ExterionMedia: digital LED screen on Alexandrium andWestblaak/Karel Doormanstraat, Rotterdam Ngage: RailTV, digital screens(32 in total) on Eindhoven CS, Rotterdam CS, Den Bosch, Leiden CS, Amsterdam Zuid WTC

136. 136 CINEMA

137. 137 30.8million cinema visitors in 2013 (+0.8%) €8.10Average price per ticket (+1%) 47% visits the cinema at least once every 6 months Since 2010, the total number of cinema visitors is at a historically high level (previously seen in 1978) Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film DistributorsAssociation) andNederlandse Vereniging van Bioscoopexploitanten (Dutch Associationof Cinema Media Owners), annualreport 2013 | NOM Print & Doelgroep Monitor 2013 I –2013 II, N= 21,007

138. 138 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 & Film Releases Visitors in million # Visitors (million) # Film releases # Cinemas Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film DistributorsAssociation) andNederlandse Vereniging van Bioscoopexploitanten (Dutch Associationof Cinema Media Owners), annualreport 2013

139. 139 Seasonality in media spend does not show same pattern as number of visitors through the year Source: Average seasonality cinema visits Jean MineurNetwork 2007-2011, Gross media spend: Nielsen - 20 40 60 80 100 120 140 0 500 1.000 1.500 2.000 2.500 Jan Feb March Apr May June July Aug Sep Oct Nov Dec Visitorsindex Gross media spend x 1000 Gross media spend 2013 Average vistors index 2007-2011

140. 140 Adventure, family andDutch films are most popularin 2013 The Hobbit: The Desolationof Smaug(3D) was the most profitablemovie in 2013 witha return of 8,1 millionEuro (777.553 visitors) DespicableMe 2 was the most popularmovie, 914.893 visitorshave seenthisfilm (OV andDutch) on screen Verliefd op Ibizawas the most popularDutchmovie; 714.853 visitors Market share of Dutch moviesincreasedto20,5% (2012: 14,18 %) Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film DistributorsAssociation), Press release January2014

141. 141 REACH CINEMAPER WEEK Target audience Reach per week (x 1,000) % Total 13+ 670 4.8 Men 347 5.0 Women 323 4.5 Age 13-19 123 8.8 20-34 229 7.5 35-49 156 4.3 50+ 163 2.7 Levelof wealth 1 (high) 199 6.2 2 119 5.2 3 187 5.7 4 148 3.8 5 (low) 17 1.3 Cinemas attract a younger audience and a higher level of wealth Source: NOM Print & DoelgroepMonitor 2013 I –2013 II, base: total NL 13+ (N=21,007)

142. 142 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 yearsin agegroups 16-17 jaar 18-23 jaar 24-29 jaar 30-39 jaar 40-54 jaar 55-64 jaar 65+ jaar Source: BioscoopMonitor 2013-2014

143. 143 SANDER GEERLING Insights Executive sander.geerling@starcom.nl MAAIKE DE VRIES 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!

Dutch media landscape 2014 Q2 update by Starcom

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