Dutch Media Landscape Q3 2015 Update

1
Dutch media landscape
Starcom NL
Q3 2015 UPDATE

2
Our Starcom Media Philosophy
Starcom, the Human Experience Company. At Starcom we believe
that experiences are the new communication currency. Experiences
enrich lives and facilitate connections between brands and
consumers.
To create the right experience, understanding people is key. We
need to understand our clients’ target audiences throughout the
whole marketing funnel. Within this funnel, consumer media
behavior plays a very important role. That’s why we no longer divide
the media landscape based on media types, but on how people
experience media.
As such, we differentiate between five key Media Consumption
Patterns (MCPs): Watching, Listening, Reading, Communicating and
On the Go. Based on these MCPs we will guide you through the
Dutch media landscape. We hope you enjoy it!

3
The Netherlands – General stats & figures
Content
Watching
Listening
On the go
Reading
Communicating Social media
Surfing online
Overall media and consumer stats & figures
(trends, media spend, time spend, device ownership & usage, digital stats)
Appendix

4
The Netherlands
General stats & figures

5
Dutch population is still growing and getting older. The number of households has grown
with 8% since 2005, mostly due to the increasing number of single person households
(+17%). After years of recession, disposable HH income has again increased in 2013 and
2014.
2.449 2.868
4.642 4.797
2,27 2,19
1,0
1,3
1,6
1,9
2,2
2,5
0
2.000
4.000
6.000
8.000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Q1-Q3
Averageno.peopleinHH
#HH(in‘000s)
Household (HH) size
Single person household Multiple person household Average no. of people in HH
Source: CBS, Statline, Q3 2015.
16.306
16.926
16.000
16.100
16.200
16.300
16.400
16.500
16.600
16.700
16.800
16.900
17.000
Duizenden
Population (in ‘000)
28,3
29,0 29,4
30,6
32,6
33,1 33,3 33,2 33,1 33,2 33,6
34,2
25
30
35
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014€(in‘000s)
Annual disposable HH income
39,0
41,0
38
39
40
41
42
Average age

6
-50
-40
-30
-20
-10
0
10
20
2008Jan
2008Apr
2008Jul
2008Oct
2009Jan
2009Apr
2009Jul
2009Oct
2010Jan
2010Apr
2010Jul
2010Oct
2011Jan
2011Apr
2011Jul
2011Oct
2012Jan
2012Apr
2012Jul
2012Oct
2013Jan
2013Apr
2013Jul
2013Oct
2014Jan
2014Apr
2014Jul
2014Oct
2015Jan
2015Apr
2015Jul
2015Okt
Difference%positivevsnegativeanswers
Dutch consumer confidence
In the first half year of 2015 consumer confidence showed a positive level for the first
time since 2007. Dutch consumer confidence is still below global average, however
within Europe the Netherlands is the fourth most confident country.
Source: CBS, Statline, Q3 2015 Source: Nielsen Consumer Confidence, Q3 2015
Consumer confidence worldwide – Q3 2015

7
The effects of the difficult economic climate are still being felt, but first
signs of recovery are evident. In 2014, unemployment has decreased for
the first time since 2011.
Key Economic Indicators NL 2011 2012 2013 2014 2015** 2016**
Inflation 2.3% 2.5% 2.6% 0.3% 0.5% 1.1%
Economic growth 1.2% -1.7% -0.5% 1.0% 2.0% 2.4%
Purchasing power* -1.0% -2.1% -1.3% 1.3% 0.8% 1.1%
Unemployed (in ‘000s) 389 469 647 660 620 600
Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.7%
Source: CPB, Kerngegevenstabel 2013-2016, August 2015 (* median for all households; ** estimated figures)

8
Overall media and
consumer stats & figures

9
SoLoMo is now
Social
Social media connects
people worldwide with
events, activities and
each other
Local
Increasing ability for
brands and organizations
to respond to people’s
whereabouts and out-of-
home activities
Mobile
Mobile technology makes
it possible to reach
people anywhere,
anytime

10
Dutch brands show strong commitment amongst the Dutch consumer
Source: EURIB Top 100 Indispensable Brands of 2014 (EURIB Top 100 Onmisbare Merken van 2014), n=1,001

12
10 trends for consumers in 2015
Instant Skills
Status-hungry prosumers will love services that allow professional
quality output instantly
Fast-Laning
Time starved costumers expect accelerated physical service options,
especially from brands they are loyal to
Fair Splitting
Mobile paying grows but to go further brands need to add new ways
to share and split cost and add extra value in the process of paying
Internet of Shared Things
The Internet of Things and the Sharing Economy collide to allow a
whole new world of asset sharing
Branded Government
Progressive brands will initiate, undertake or support meaningful
civic transformation
Post-Demographic Consumerism
It is time to throw out the traditional demographic models of consumer
behavior
Currencies of Change
In search of wellness, strength, new skills, knowledge and more, consumers
will embrace device-fueled rewards that incentivize improving behaviors
Sympathetic Pricing
Get ready for a wave of imaginative discounts that relieve lifestyle pain
points or offer a helping hand in difficult times
Robolove
Many consumers will have their first encounter with a robot and they will
enjoy it
Brand Stands
In 2015, winning brands will start contentious, painful and necessary
conversations
Source: Trendwatching for 2015; Trendwatching.com

13
5 tech trends to watch in 2015
3D Printing
evolving and
costs dropping
An ecosystem
developing
around Virtual
Reality
Sensors
digitizing you
and the world
around you
Haptics allow
you to touch
the digital world
Drones and
telepresence
making the
world even
smaller
Source: SMG CES 2015 Trends

14
5 digital trends to watch in 2015
Marketers who
are responsive
will succeed in
2015
Mobile search
will surpass
desktop
Cross-device
targeting at
scale
Programmatic
will go beyond
digital display
The internet of
things will
become a thing
Source: eMarketer Key Digital Trends for 2015, Dec 2014

15
Overall digital forecast
More than 38% of
advertising spend
will be Digital in
2018
Programmatic will
make up more than
50% of all digital
display advertising
in 2015
Share of consumer
E-books will show
an increase from
3.4% of consumer
book spend in 2013
to 15% in 2018
More than 48% of
Entertainment &
Media spend will be
Digital in 2018
Source: PWC Entertainment & Media Outlook forecast 2014-2018 | eMarketer Key Digital Trends for 2015, Dec 2014

17
Competitive reporting in the Netherlands
0
1.000
2.000
3.000
4.000
Cinema Newspapers Online Out Of Home Magazines Radio TV
€millions
Gross Net
Media spend 2014
Most competitive reporting is based on gross
media spend.
Bear in mind that most advertisers profit from
(heavy) discounting, especially on TV, so the
difference to net spend can be quite significant.
In the gross spend reporting Online spend is
not fully reported.
For example, search, social media advertising
and prerolls are excluded.
All TV spend prior to 2015 is limited to
TV spot advertising.
Since 2015, spend on TV non-spot
activities, i.e. TV sponsorship idents, is
also reported.
Source: Gross spend: Nielsen, 2014 | Net spend: Nielsen Jaarrapport Netto Media Bestedingen 2014 (spend collected by interviewing Dutch marketers)
Media: TV, OOH, Radio, Online, Cinema, Magazines, Trade magazines, Newspapers, Door Drops, Direct Mail

18
Media spend Q1-3 2015 5% less compared to Q1-3 2014, driven by less
(registered) spend behind online display and direct mail.
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
€millions
Gross media spend
-5% YoY
+3% YoY -3% YoY
+0% YoY
+2% YoY-2% YoY
Source: Nielsen, 2009 – 2015, data until 30/09/2015

19
Newspaper, radio and cinema all had a larger spend in Q1-Q3 2015 than
Q1-Q3 2014. OOH and radio have shown consistent increases over the
last few years, whilst DM and consumer mags show a downwards trend.
0
1.000
2.000
3.000
4.000
Cinema Newspapers Direct Mail Internet
(Online
Display)
Door Drops Out Of Home Consumer
Magazines
Radio TV Trade Press
€millions
Gross media spend
per medium type across time
2011 2012 2013 2014 Q1-Q3 2014 Q1-Q3 2015
Source: Nielsen, 2011-2015, data until 30/09/2015
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

20
TV still claims the largest share of gross media spend overall.
Increase in share of spend of TV, radio and newspapers in Q1-Q3 2015.
15% 17% 16% 16% 16% 17%
9% 6% 7% 6% 6% 3%
6% 7% 6%
3% 3%
2%
2% 2% 2%
2% 2%
2%
6% 6% 7%
7% 7%
7%
7% 6%
6%
5% 5%
5%
8% 9%
9%
10% 9%
11%
46% 45% 46%
51% 50% 53%
1% 1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 Q1 - Q3 2014 Q1 - Q3 2015
Media mix
Trade Press
TV
Radio
Consumer Magazines
Out Of Home
Door Drops
Internet (Online Display)
Direct Mail
Newspapers
Cinema
Source: Nielsen, 2011-2015, data until 30/09/2015

21
Total net spend increased by 1.9% in 2014 (vs 2013). Internet has a bigger
share than audio-visual media and the difference is getting bigger.
26%
28%
24%
3%
4%
15%
Audiovisual media Internet Print media
Out of home Direct marketing Sponsoring
Source: Nielsen Jaarrapport Netto Media Bestedingen 2014
26%
30%
21%
4%
5%
15%
2013
€ 4,543,000,000
2014
€ 4,627,000,000

22
The online display advertising spend through programmatic channels
increased by 40% in Q1 2015, totalling €37m in revenues.
0%
10%
20%
30%
40%
50%
60%
0
10
20
30
40
50
60
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
Y/YRevenuegrowth(%)
Displayadvertisingthroughprogrammatic
channels(m€)
Trends of programmatic spend
Display advertising through programmatic channels (m€) Y/Y revenue growth (%)
Real Time Bidding (RTB) is an online
auction for advertising space.
Programmatic Trading (PT) makes it
possible to better monitor where,
when and to whom your ads are
digitally served.
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend Q1 2015, July 2015

23
11% 12% 15% 16% 13% 13% 17% 18% 15%
19% 18%
18% 18%
17% 16%
16% 17%
16%
14% 15%
15% 17%
13% 14%
13%
16%
10%
57% 56% 53% 49%
57% 57% 53% 49%
59%
2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1
Allocation of display revenue per format
Video Text links/Other Interruptive Embedded (e.g. banners)
Regular banners still have highest share within online advertising. Due to the increasing
possibilities for mobile advertising regular banners still have a big share within the digital
formats. The revenue of interruptive formats decreased due to the shift to programmatic.
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend Q1 2015, July 2015

24
Growth in net media spend is predicted mainly due to a steady rise in
online spend
4.184
3.867
3.649
3.720
3.796
3.875
3.949
3.200
3.400
3.600
3.800
4.000
4.200
4.400
2011 2012 2013 2014 2015 2016 2017
€millions
Forecast net spend
0,8%
-5,0%
-3,2%
2,5%
2,8%
3,1% 3,1%
-6%
-3%
0%
3%
6%
Forecast net spend
Change (%) to previous year
-
500
1.000
1.500
2.000
Newspapers Magazines TV Radio Cinema Outdoor Internet
€millions
Net spend per medium type
2011
2012
2013
2014
2015
2016
2017
Source: ZOG Adspend Forecast Netherlands – March 2015 (1980-2017)

25
According to the IAB, Dutch online advertising increased by 8.9% in
Q1 2015 compared to Q1 2014, with a total of €377 million in Q1 2015
40%
14%
46%
Display
Classifieds
Search
Total online ad spend
59%
16%
15%
10%
Embedded
Other & text links
Video
Interruptive
Online display spend
Source: IAB report on Online Ad Spend, the Netherlands Q1 2015
Q1 2015
€377m
Q1 2015
€153m

26
Top 10 advertisers in Q3 are mainly dominated by telecom and retail
No. Advertiser Category Gross spend
Q3 2015
1 Vodafone Telecom € 20,619,474
2 Kruidvat Retail € 19,717,115
3 Renault Nissan Automotive € 17,806,800
4 Jumbo Retail € 17,275,276
5 Ziggo Telecom € 16,133,592
6 Albert Heijn Retail € 15,898,836
7 Lidl Retail € 15,068,413
8 McDonald’s Fast food restaurant € 12,335,459
9 Coca Cola FMCG € 10,591,819
10 T-Mobile Telecom € 10,328,939
Source: Nielsen, Q3 2015

27
Retail chain Kruidvat claims first position in top 10 brands of Q3, in a list
with several other retail brands
No. Brand Category Gross spend
Q3 2015
1 Kruidvat Retail € 17,576,155
2 Jumbo Retail € 17,275,276
3 Ziggo Telecom € 16,133,592
4 Albert Heijn Retail € 15,898,836
5 Lidl Retail € 15,068,413
6 Vodafone Telecom € 12,838,873
7 McDonalds Fast food restaurant € 12,335,459
8 Renault Automotive € 12,272,967
9 Nivea FMCG € 10,285,194
10 Kras reizen Travel € 9,519,832

28
In 2014, total sponsor spend of the top 100 sponsors decreased slightly
by 0.5% compared to 2013
Total spend top 100 sponsors 2013 2014 Index
Total sponsor spend € 293,835,000 € 292,495,000 99,5
Average sponsor spend (per brand) € 2,938,350 € 2,924,950 99,5
-
100
200
300
400
500
600
Sports Art & Culture Entertainment Society Media (non-spot)
€millions
Sponsor spend by type of sponsorship
2010 2011 2012 2013 2014
Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)

29
70%
9%
9%
4%
9%
Sponsor contracts
Sports Art & Culture Entertainment Society Media (non-spot)
In 2014, 355 new (and renewed) sponsorship contracts were signed. This
is an increase of 52 contracts compared to 2013.
The total value of all contracts in 2014 was €326,990,000,
averaging €921,098 per contract*.
Both the total and the average are significantly higher than
in 2013 (total: €205,442,500; average: €675,797).
Main reason is the contract extension of Nike with the
KNVB (Royal Dutch Football Association).
Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded).
*Note: The value of contracts signed differs from the annual sponsorship spend shown on other slides. This is due to contracts covering longer periods than just one calendar year.

30
Trends and developments – sponsoring
According to a recent study by market research agency MeMo2, Dutch
companies are very interested in sponsoring football clubs. This is
because the Eredivisie, one of the major Dutch football leagues, is
growing in popularity.
The study shows that the new shirt sponsors of football clubs Feyenoord
(Opel) and Ajax (Ziggo) were able to achieve high levels of sponsor
awareness and appreciation within a short period of time.
The same study also showed that Philips has the highest appreciation as
a sponsor of the Eredivisie. This is remarkable because Philips
announced in April this year that after 34 years they will stop as the shirt
sponsor of PSV in 2016.
Source: http://www.marketingtribune.nl/sponsoring/nieuws/2015/08/eredivisie-blijft-groeien-in-populariteit/index.xml
http://www.adformatie.nl/nieuws/philips-meest-gewaardeerde-sponsor-eredivisie

31
AEGON decreased their sponsorship spend by 32% compared to 2013 as
they are no longer sponsoring Ajax
No. Brand Gross sponsor spend 2013 Gross sponsor spend 2014
1 Rabobank € 36,000,000 € 35,000,000
2 Nike € 15,000,000 € 15,500,000
3 adidas € 10,000,000 € 13,500,000
4 ING € 9,700,000 € 13,200,000
5 KPN € 10,900,000 € 13,000,000
6 ABN AMRO € 10,500,000 € 10,600,000
7 Philips € 9,100,000 € 10,100,000
8 Heineken € 9,000,000 € 9,800,000
9 AEGON € 13,250,000 € 8,945,000
10 VriendenLoterij € 8,200,000 € 8,500,000
Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

33
Dutch people spend more than 8 hours per day on media
0,23
0,72
0,5
0,6
0,99
1,55
3,26
2,36
8,87
10,34
0,17
0,2
0,55
0,51
0,81
1,51
0,59
4,32
8,18
11,35
0 2 4 6 8 10 12
Volunteering
Study, school
Groceries, shopping
Caring for others
On the go
Housework
Work
Leisure time
Media
Sleeping, eating and personal care
Hours per day
Main activities – average time spent per day
Weekend Weekdays
Source: Media:tijd 2014, Target audience: All adults 13+ (N=2,989)

34
Watching and listening (online or offline) are most time consuming media
activities
3 2,88
0,77
1,22
0,27
0,55
0,18
2,32
3,35
0,82 0,8
0,41 0,42
0,07
0
1
2
3
4
Listening (online or
offline)
Watching (online or
offline)
Reading (paper or
electronic)
Communicating
(through media)
Gaming (electronic) Internet other Media other
Hoursperday
Media activities – average time spent per day
Weekdays Weekend
Source: Media:tijd 2014, base: All adults 13+ (N=2,989)
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
Communicating: 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 of software

35
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) Communicating (through media)
Gaming (electronic) Internet other Media other

36
0%
25%
50%
75%
100%
Honderden
TV
No answer
TV heavy (24+
hours per
week)
TV mid (14-24
hours per
week)
TV light (0-14
hours per
week)
No TV
0%
25%
50%
75%
100%
Honderden
Radio
No answer
No answer
Radio heavy
(20+ hours per
week)
Radio mid (5-20
hours per
week)
Radio light (0-5
hours per
week)
Time spent online is increasing over the years, with TV and Radio
remaining steady
Source: NPDM releases: 2010 I – 2010 II to 2014 I – 2014 II, base: All adults 13+
0%
25%
50%
75%
100%
Honderden
Online
No answer
Internet heavy
(13+ hours per
week)
Internet mid (5-
13 hours per
week)
Internet light (0-
4 hours per
week)
No Internet
connection

38
Smartphone penetration – already at a high level – keeps
increasing still
39%
45%
48%
58%
65% 67%
70%
76%
80%
0%
20%
40%
60%
80%
100%
Historical development of smartphone penetration in NL
10.6
million
Smartphone
users in 2015
Source: “Trends in Digital Media”, GfK Intomart, June 2015, base: online population 13+ (N=1,258); Global Mobile Landscape 2015, eMarketer.
13.9
million
Smartphone
users in 2019

39
All devices are growing in ownership except for PC (desktop computer).
Overall, the couch is the favourite location for using portable devices.
80% 80%
60%
65%
30%
33%
23%
0%
20%
40%
60%
80%
100%
Device ownership
jun-13 dec-13 jun-14 dec-14 jun-15
0%
20%
40%
60%
80%
100%
Location of usage
Laptop/netbook Smartphone Tablet E-reader Smart TV
Source: “Trends in Digital Media”, GfK Intomart, Jun 2015, base: online population 13+ (N=1,258) | * Game consoles measured since June 2014 ** Smart TV measured since Dec 2014

40
All age groups are becoming more mobile. Across all groups an
increased tablet penetration is clearly noticeable.
0%
25%
50%
75%
100%
Men
Women
Age 13-17
Age 18-34Age 35-49
Age 50-64
Age 65+
% using a tablet
0%
25%
50%
75%
100%
Men
Women
Age 13-34
Age 35-49
Age 50-64
Age 65+
% using a smartphone dec-12 jun-13 dec-13
jun-14 dec-14 jun-15
Source: “Trends in Digital Media”, GfK Intomart, June 2015, base: online population 13+ (N=1,258)

41
0
1
2
3
4
5
Averagetimespendinminutes
Smartphone and tablet usage during the day
Smartphone
Tablet
Tablet and mobile usage show biggest gap during daytime. Mobile is
used on the go and at work; tablet mainly at home.
Source: Media:tijd 2014, base: 13+ (N=2,989)

42
Watching TV still most popular via traditional TV set, popularity for
tablet is growing (21%). Internet use via mobile (57%) has surpassed
PC/desktop (52%), laptop is still most popular with 65%.
65%
23%
29%
10%
9%
52%
13%
29%
10%
9%
57%
10%
22%
5%
13%
43%
21%
20%
7%
5%
94%
21%
7%
5%
1%
70%
76%
Medium type per device
Laptop
PC/desktop
Mobile phone
Tablet
Traditional TV set*
TV with internet access*
Game console*
Paper*
Source: Media Standard Survey 2014 (N=5,100), Base: All adults 13+, (* device isn’t asked for each medium type)

44
Percentage of Dutch population using social networks, mobile internet
and tablets still growing strongly
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Media penetration in the Netherlands, 2011 - 2014
2011 2012 2013 2014
Source: The global media intelligence report (September 2015) – eMarketer & SMG

45
The Netherlands has the 5th highest internet penetration worldwide.
Mainly rich and/or relatively small countries in top 30.
70%
80%
90%
100%
Internet access by country (top 30) in 2014
Source: http://www.internetlivestats.com/internet-users-by-country/, penetration based on total population

46
94% of Dutch households have internet access at home. Internet
access ‘on the go’ and via friends/family is increasingly common.
90%
44%
20%
26%
13%
4% 5%
92%
45%
28% 29%
12%
5% 4%
93%
45%
37% 34%
14%
5% 4%
94%
46% 43%
39%
15%
6% 6%
At home At work On the go Friends/Family School/University Internet cafe Elsewhere
Internet access by location
2011 2012 2013 2014
Source: Media Standard Survey 2011/2012/2013/2014 (N= 5,100), base: All adults 13+

47
Google and Facebook are leading in terms of reach across all platforms. Even
though Whatsapp has no PC/laptop reach, it manages to achieve a total reach of
53%. Interesting is the strong performance of Bol.com, an online retail brand
No. Top 10 brands Average monthly reach* Compared to Q2
1 Google (excl YT) 85%
2 Facebook 79%
3 Google Search 73%
4 YouTube 66%
5 Google Maps 54%
6 WhatsApp Messenger 53%
7 Marktplaats 52%
8 NU.nl 50%
9 Buienradar 50%
10 Bol.com 48%
Source: GfK DAM, base: 13+ * Average monthly reach, 1/7/2015 – 20/9/2015 (all platforms)

48
For smartphone apps, WhatsApp Messenger is the most successful in terms
of reach. Facebook and Google have high reach for both smartphone and
tablet.
22%
23%
26%
29%
29%
33%
37%
42%
48%
52%
Gmail
Buienradar
NU.nl
Google Maps
YouTube
Facebook Messenger
Google Search
Google (excl YT)
Facebook
WhatsApp Messenger
Overall top smartphone apps
Phone reach %
18%
19%
21%
21%
21%
21%
26%
29%
39%
42%
Google Maps
Bol.com
Facebook Messenger
NU.nl
Buienradar
Marktplaats
Google Search
YouTube
Facebook
Google (excl YT)
Overall top tablet apps
Tablet reach %
Source: GfK DAM, average monthly reach Q3 2015, base:13+ (since iOS8 some Apple users are excluded from DAM)

49
Main mobile phone activities are focused on communication in every
possible way (email, chat, text message and social media)
84%
80%
33%
12%
21%
41%
51%
12%
73%6%48%
68%
20%
86%
75%
32%
77%
Mobile activities
Internet E-mail
Video TV
Radio Navigation
Games As e-ticket
Camera Books
Online banking Social media
Online shopping Call
Text messages Music
Chat

50
Main tablet activities are focused on email, surfing the web &
entertainment
89%
74%
39%
31%15%
9%61%
3%
39%
16%
39%
64%
34%
4%
4%
18%
9%
Tablet activities
Internet E-mail
Video TV
Radio Navigation
Games As e-ticket
Camera Books
Online banking Social media
Online shopping Call
Text messages Music
Chat

51
Nu.nl and Youtube are most widely used media apps, both on mobile
and tablet
9%
9%
10%
11%
11%
15%
17%
20%
32%
43%
RTL XL
Netflix
Google Play Music
Ad.nl
Teletekst
De Telegraaf
NOS
Spotify
Nu.nl
Youtube
Top 10 Media apps - Smartphone
13%
14%
15%
17%
17%
21%
22%
23%
30%
43%
Ad.nl
Ziggo
Netflix
NPO (uitzending gemist)
NOS
De Telegraaf
Spotify
RTL XL
Nu.nl
Youtube
Top 10 Media apps - Tablet
Average # of apps
on mobile: 29
Average # of apps
on tablet: 26
Source: “Trends in Digital Media”, GfK Intomart, Juni 2015, base: online population 13+ (N=1,258)

53
MCP: Watching
The way people consume audio visual content is rapidly changing. These days the
consumption of video content can be on multiple devices, in multiple places and in multiple
moments. The way consumers experience video content is changing as well.
It’s therefore crucial that we get a clear
understanding of how consumers
consume and experience all kinds of
audio visual content.

54
97%
Households
with TV
1.6
Average # of TVs
per household
36%
Hard disc recorder
ownership 2014
84%
86%
Digital TV penetration
2014 II vs. 2015 I
Source: SKO TV in the Netherlands first half of 2015 | Media Standard Survey 2015 I
Trends and developments – 1

55Source: SPOT TV Annual Report 2014 | Media Standard Survey 2014 | SKO 2014
179 175 179 175 179
8 10 11 11 11
4 6 6 9 10
0
50
100
150
200
250
2010 2011 2012 2013 2014
Dutch viewing time
Linear TV Video, DVD & HDR Non-linear viewing
Average viewing time per day (NL 6+) in 2014: 200
minutes (vs. 195 min. in 2013). 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 is gaining ground with an average viewing time
of 10 minutes per day in 2014 (vs. 9 minutes in
2013), which is equivalent to 5% of total viewing
time.
22% of Dutch households have TV with internet
access.

56
As expected, programs are twice as
likely to be watched in a non-linear
fashion than breaks.
Non-linear share of viewing for programs is rising
much faster compared to the non-linear viewing of
breaks. Which reflects that the extra viewing is
creating limited extra advertising space.
96,63% 95,29% 94,71%
3,37% 4,71% 5,29%
0%
20%
40%
60%
80%
100%
2012 2013 2014
ShareTimeviewing
Average viewing time programs
Programs Live Programs Non-Linear Viewing
+ 1,35% + 0,58%
98,70% 98,06% 97,87%
1,30% 1,94% 2,13%
0%
20%
40%
60%
80%
100%
2012 2013 2014
ShareTimeviewing
Average viewing time breaks
Breaks Live Breaks Non-Linear Viewing
+ 0,64% + 0,19%
Extra viewing time
doesn’t create more
advertising space.
More creativity is
needed to reach
viewers that watch
non-linear programs.
Source: SKO, base: All adults 13+

57
From now on, the new season of
the Champions League will be
broadcast on the commercial
channel SBS6 instead of NPO3,
one of the public broadcast
channels.
Jan Joost van Gangelen and Toine
van Peperstraten will host the
programme. Also Ronald de Boer
will sometimes visit to discuss the
football matches.
In 2014, the match Feyenoord –
Besiktas in the preliminaries of the
Champions League was watched
by 677,000 people on NPO3.
In 2015, the match PSV –
Manchester United in the
preliminaries of the Champions
League was watched by 2,215,000
people on SBS6.
NPO3
Viewers (x000)
SBS6
Viewers(x000)
Preview
Dutch club
397
(Feyenoord-Besiktas)
618
(PSV- Manchester United)
Preview
non–Dutch
club
239
(Besiktas-Arsenal)
365
(Barcelona – Bay Leverkussen)
Commentary
Dutch club
677
(Feyenoord-Besiktas)
2215
(PSV- Manchester United)
Commentary
non- Dutch
club
406
(Besiktas-Arsenal)
1336
(Barcelona – Bay Leverkussen)
Source: SKO, base: All adults 13+ | http://www.televizier.nl/nieuws/sport/champions-league-voortaan-niet-op-veronica-maar.6300733.lynkx
Since Champions League is broadcast on
SBS6, audience ratings seems to increase

58
Broadcasting rights to the
Olympics 2018 will be owned
by Discovery Communications,
parent company of Eurosport.
Around €1.3 billion was
involved. Olympics 2016 will
still be on NPO1.
SKO increased the period that
they measure non-linear
viewing from six days after the
original broadcast to 28 days.
However, the 28 days aren’t
automatically added to the total
reported viewing figures, which
will still be based on only the
ratings up to 6 days. The new
28 days data will be available
for additional data analysis.
Source: http://www.adformatie.nl/nieuws/uitzendrechten-olympische-spelen-2018-2024-naar-discovery-en-eurosport | http://www.nrcq.nl/2015/09/18/ga-jij-straks-alleen-nog-naar-de-film-in-
een-megabioscoop?utm_source=email | Global Future in Focus, report 2015 – ComScore | http://www.adformatie.nl/nieuws/sko-breidt-rapportage-uitgesteld-kijken-tv-scherm-uit
On September 18th, CineMec
opened a new cinema complex
in Utrecht. The Dutch cinema
market seems to change with
more and more ‘multiplexes’
(cinemas with more than 8
screens) popping up. In 2014,
the Netherlands had already
20 multiplexes, but this number
is growing fast.
The Dutch average number of
minutes watching videos is 4.4.
This number is relatively high,
as for multiple western
countries this is lower
(Canada: 3.4, UK: 4,US: 2.8).
This indicates a considerably
long attention span for video
content in the Netherlands.

59
Trends and developments
In 2015, 17% of Dutch people
have spent money on
streaming movies and TV
shows, up from only 2% in
2014. Overall, 56% are
streaming TV and movie
content, up from 44% in 2014.
(Nearly one in five households
has a Netflix account, which
makes it the most popular
VOD service)
This fall, Linda.tv went live.
The first 6 months will be for
free, after that it’s going to be a
paid video-on-demand service
with snackable video content
and long form content
produced by the editorial staff
of Linda Magazine in
cooperation with partners.
Source: http://fonkonline.nl/artikelen/media/steeds-meer-nederlanders-verkiezen-online-tv-boven-beeldbuis-33090.html | http://www.adformatie.nl/nieuws/sterke-groei-bereidheid-om-te-
betalen-voor-videocontent | http://fonkonline.nl/artikelen/media/1-op-de-5-heeft-netflix-33224.html | http://fonkonline.nl/artikelen/media/jeugd-kiest-popcorn-time-32693.html
|http://www.emerce.nl/wire/boete-schrikt-nederlandse-gebruikers-streamingdiensten-massaal-af | http://www.adformatie.nl/nieuws/zo-ziet-lindatv-er-straks-uit
Streaming services are
popular. Popcorn Time had
more than 600,000 Dutch
users, though went offline
November 2015 due to
legislation issues.
Already some alternatives
popped up and the owners of
Popcorn Time are working on
a legal version called Butter
8% of the Dutch population
expect to cancel its TV
subscription in the next two
years because of alternatives
to watch content online. This
number has doubled in Q1-Q2
2015. The preference for
online TV is largest among
younger viewers.

60
Trends and
developments – 7
Bloggers/Vloggers:
Bloggers and Vloggers are
getting increasingly influential
in younger generations. RTL
Group invested more than
€100 million in a group of
Vloggers;SBS bought 51% of
the shares in Social
1nfluencers and are already
working together with popular
Vloggers to stay in touch with
their young viewers. Various
companies have sprung up to
represent popular Vloggers,
which makes it more efficient
to make advertising deals.
Many of these companies
also offer tailor-made
branded YouTube videos.
Most popular Dutch Vlogger: Enzo Knol
Subscriptions to YT channel: 914,870
Most popular Dutch Gaming Vlogger: Dus David Games
Most popular Fashion Vlog: Mascha Feoktistova
Most popular YT channel in the world: PewDiePie (Swedish Gamer)
Subscriptions to YT channel: 40,089,572
Source: www.youtube.com; http://theonlinecompany.com/sbs-social-influencers-content-is-king-en-big-data-komen-samen/; http://www.volkskrant.nl/media/rtl-contracteert-
youtube-fenomeen-mertabi-volgen-er-meer~a3799474/

61
30.8
million
cinema visitors
in 2014
(+0.1%)
€8.11Average price
per ticket
(+0.2%)
46.7%visits the
cinema at least
once every 6
months
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media
Owners), annual report 2014 | press release www.adformatie.nl/nieuws/bioscoopbezoek-blijft-gelijk-2014 | NOM Print & Doelgroep Monitor 2014 I – 2014 II, N= 21,160
In 2015 cinema visitors remained at the same level as in 2014.
The total number of cinema visitors is at a historically high level (only previously seen in 1978).

62
Dutch TV channels, with advertising possibilities (I/II)
STER (Dutch Government)
RTL
SBS Broadcasting
56 regional channels
Source: retriever.nl, October 2015; http://www.adformatie.nl/nieuws/rtl-z-wordt-business-not-usual
Note: RTL Lounge, RTL Crime and Telekids are paid (digital) channels
From September
2015, RTL Z is
broadcasted as a
stand-alone channel
(instead of sharing
the channel with
RTL8)

63
Dutch TV channels, with advertising possibilities (II/II)
The Walt Disney Company Benelux
Triade Media
BE VIACOM
Discovery Networks Benelux
FOX International Channels Benelux
Eurosport Television B.V.
Note: share a channel with Veronica
Note: mostly paid (digital) channels
Source: retriever.nl, October 2015 | http://www.adformatie.nl/nieuws/viacom-international-media-networks-lanceert-spike-nederland
BE VIACOM
launched new
channel ‘Spike’,
which replaced
TeenNick and
started broadcasting
on 1 Oct 2015.

64
BrandDeli’s market share is rising steadily. SBS’s market share seems
to stabilize, with a small growth in Q1-Q3 2015. STER has the highest
market share, although it decreased in Q1-Q3 2015.
Source: SKO Jan 2011 – Q3 2015, 02.00-26.00, base: all adults 13+
0%
10%
20%
30%
40%
STER RTL SBS BrandDeli Triade
TV market share
2011 2012 2013 2014 Q1-Q3 2015

65
Since there was not a big sport event this summer, the market share
of NPO 1 decreased in Q1-Q3 2015. The market share of TLC and FOX
is growing steadily over the last few years.
Source: SKO 2012 – Q3 2015, 02.00-26.00 base: all adults 13+
STER RTL SBS BrandDeli Triade
0
5
10
15
20
25
%
Market share
2012 2013 2014 Q1-Q3 2015

66
RTL4 remains the channel with the highest gross advertising spend
levels, with further growth in 2015. Both NPO1 and Net5 show a big
decrease in advertising spend.
0
100
200
300
400
500
600
700
800
€millions
Gross media spend per channel
Q1-Q3 2014 Q1-Q3 2015
+ 6%
- 27%
-20%
SBSRTLSTER Brand Deli Triade
+ 4%

67
0
100
200
300
400
500
January February March April May June July August September October November December
Grossmediaspend(inmillion€)
TV seasonality (based on spend)
2013 2014 2015
TV spend shows a clear seasonality pattern which is very consistent year-on-year. Media
spend shows highest spend levels in spring and fall, with summers relatively quiet. TV
vendors all use monthly indices to reflect the seasonality influences in their rate cards.
Source: Nielsen, 2013 - 2015, data until 30/09/2015

68
When looking at individual brands advertising on TV, supermarket chain
Jumbo comes out on top, followed by fellow supermarket chain Albert
Heijn. Overall, retail brands dominate the top 10 with 4 brands in total.
No. Brand Category TV gross spend
Q3 2015
1 Jumbo Supermarkten Retail € 15,076,168.00
2 Albert Heijn Retail € 12,662,042.22
3 Kruidvat Retail € 11,674,500.74
4 Renault Automotive € 9,455,926.96
5 Ziggo Telecom € 8,887,669.91
6 Nivea FMCG € 7,457,608.61
7 Plus Retail € 7,453,530.38
8 Trivago Tourism € 6,533,091.34
9 Douwe Egberts FMCG € 6,019,987.05
10 Simpel Telecom € 5,992,503.52
Source: Nielsen, 2015 Q3

69
Clutter of broad family/women’s channels. Kids and male channels have a more
distinct profile. Also TLC manages to create a clear female profile.
Source: SKO, 2015 Q1-Q3, base: all adults 13+
Old
Young
Male Female

70
No clear “second screen definition”. Please take a look at two ways in
which the “second screen definition” is used.
SECOND SCREEN
Use of other screen
(smartphone, tablet, laptop)
while watching TV
To interact with the TV programme To do other stuff

71
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)
SKO is planning to start delivering the first online video advertising data (census data) in 2015.
Census data will be available for both traditional as well as non-traditional broadcasters starting
in September 2015. The next step will then be 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 2014
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)
Also for ‘Video on demand’ the definition is clarified to avoid confusing

72
Main players – ‘traditional’ non-linear viewing
Hard disk recorder
‘RTL XL’ & ‘Kijk’
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 and smart TV.
‘Uitzending Gemist’ (NPO)
TV content from all the public TV channels. Available via laptop, smartphone, tablet and smart TV.
NLziet (NPO, RTL, SBS)
NLziet is a subscription (€8.- per month) 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.

73
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.
Netflix entered the Dutch market in September 2013. For €8.- per month users have a basic account
and have unlimited access to movies and series. Next to the basic subscription Netflix also offers a
standard (€10.-) and premium (€12.-) subscription. Available via laptop, tablet, smartphone and
smart TV.
YouTube offers mostly user-generated content. The first paid channels have already been
introduced. Not yet in the Netherlands, but it 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-per-movie). Available via laptop. In August 2013 RTL took over
Videoland.
Main players – non-traditional

74
Netflix is already very popular in the Netherlands, but there are some
alternatives
Netflix alternatives:
- Videoland unlimited
- Mubi
- SundanceNow Doc Club
- Spuul
- Crunchyroll
- Gaiam TV
Netflix has an estimated total of 1.3 million
subscribers in the Netherlands already. It is
now said that Netflix can be as popular in the
Netherlands as it is in the US, where
households that have a Netflix subscription
watch almost 20% less linear TV and the
audience ratings of women who watch TV
have decreased by 15% within one year.
Source: http://www.nu.nl/internet/4024618/overzicht-zes-beste-netflix-alternatieven.html | http://www.pwc.nl/nl/persbericht/ott-tv-ten-koste-van-lineair-tv-kijken.jhtml

75
The percentage of people who are multi tasking while watching TV has again increased in Q3
2015, the use of mobile phone and tablet is becoming more popular. Email, social networks,
playing games, reading news and chatting are the most popular activities while watching TV.
Source: GlobalWebIndex, 2014 Q2 – 2015 Q3, Base: Internet users NL16+
0
0,1
0,2
0,3
Multi tasking activities
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
None of
above
Mobile
Phone
Laptop Tablet Desktop E-reader
Multi tasking while watching TV
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015

76
Gender
Multitasker while watching TV: mostly 25-34 years old, medium income and
interested in music, TV shows/series, sports, health and fashion/style.
50.2% 49.8%
19,7% 22,4% 21,9% 19,5% 16,5%
0
50
100
150
0,0%
25,0%
50,0%
% Index
Source: GlobalWebIndex, 2015 Q3, Base Internet Users NL16+ (N= 791), TA: MultiTasker While watching TV (N=544)
25%
49%
26% Low (Bottom 25% income) (index 97)
Mid (Mid 50% income) (index 103)
High (Top 25% income) (index 100)
Interests
Income
Age
0
50
100
150
0%
20%
40%
60%
80%
% Agree Index

77
Based on time spend, social media, chatting and games are most
popular while watching TV
Linear TV
0
5
10
15
20
25
30
0
1
2
3
4
MinutesperdayLiveTV
Minutesperdaymultitasking
Multi-tasking linear TV - time spend
Social media, forums
SMS, (online)chatting
Play online games
Live Radio
Reading newspaper
E-mail
Other websites and apps
Reading magazine
Multi-task activity

78
YouTube has by far the highest reach of all VoD channels. Within the
“traditional” players, RTL has the highest reach. This changed recently,
when Netflix took over in July ‘15.
Source: DAM September 2014 – August 2015 (Base:13+).
0%
10%
20%
30%
40%
50%
60%
70%
80%
sep-14 okt-14 nov-14 dec-14 jan-15 feb-15 mrt-15 apr-15 mei-15 jun-15 jul-15 aug-15
Video on Demand – monthly reach
YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet

79
Netflix has the highest reach and is particularly high in the 13-19 age
group. The reach TV vendor gain with linear viewing, still is way ahead
compared to the non-linear.
0%
5%
10%
15%
20%
25%
30%
Totaal 13+ 13-19 jaar 20-34 jaar 35-49 jaar 50-64 jaar 65 jaar en ouder
Monthly reach
Netflix RTL XL NPO gemist KIJK.nl
Source; DAM 13+, Jul 2015 – Aug 2015 (monthly average) | SKO 13+, Jan 2015 – Sep 2015, lowest month reach within the period
STER: 94%
RTL: 93%
SBS: 91%
STER: 90%
RTL: 91%
SBS: 89%
STER: 97%
RTL: 95%
SBS: 93%
STER: 99%
RTL: 97%
SBS: 93%
STER: 95%
RTL: 93%
SBS: 91%
STER: 84%
RTL: 88%
SBS: 84%

80
People still watch twice as much online video on desktops/laptops than
on tablets and smartphones. Netflix is the most popular on-demand
media service with 19% of the people using it in 2015 Q3.
29%
9% 10%
41%
15% 14%
8% 8%
23%
15% 16%
5%
12% 11%
7%
33%
42%
52%
45% 44%
27% 19%
39% 32% 34%
Reach for devices used by people to watch video
on demand
Daily Weakly Monthly Never Don't own this device
13,8%
14,4%
4,2%
15,7%
10,3%
4,4%
19,2%
10,7%
3,1%
18,9%
13,0%
2,9%
0%
5%
10%
15%
20%
25%
Netflix RTL XL Videoland
Which of the following services have you used in the
last month?
2014- Q4 2015- Q1 2015- Q2 2015-Q3
Source: Motivaction, Onderzoek Online Video 2014, base: online consumers 14-65 years old (N=1,083) | Source: GWI on-demand media service Q4 2014 – Q3 2015, base: NL 20-49 |
Warc
Television is falling out
of favour, experiencing
double-digit declines in
usage around the world
as consumers
increasingly turn to
various digital devices
to view video content

81
Professional content most popular, both TV as well as other professional
content. Only the younger target group (13-19 years old) spend equal amounts
of time on both professional content as well as user generated content.
0
5
10
15
20
25
NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year
Minutesperday
Non-linear content
Non-Linear TV content Other professional content User generated/youtube

82
Catch-up TV has grown significantly. The programme ‘Boer zoekt vrouw’
(‘Farmer wants a wife’) is the most watched catch-up TV show in the Netherlands.
Date Day Programme Channel Viewers
(x1000)
1 15-03-2015 Sun Boer zoekt vrouw NPO1 991
2 01-01-2015 Thu Wie is de mol NPO1 919
3 24-10-2014 Fri Flikken Maastricht NPO1 816
4 08-03-2015 Sun Divorce RTL4 698
5 24-12-2014 Wed All you need is love kerstspecial RTL4 615
6 25-01-2015 Sun Moordvrouw RTL4 552
7 31-12-2014 Wed Oudejaarsconference Youp wat
is de vraag
NPO1 539
8 02-02-2015 Sun Boer zoekt vrouw internationaal NPO1 529
9 21-12-2014 Sun Boer zoekt vrouw 10 jaar NPO1 511
10 09-11-2014 Sun Nieuwe buren RTL4 489
Source: SKO, trends in uitgesteld kijken via de televisie,+ 02:00-26:00 UUR, 2008-Q1 - 2015

83
The cinema chains JT
(British) and Kinepolis
(Belgium) are taking up
the battle with cinema
chain Pathé. Their
market share in the
Netherlands is rising.
#locations #cinema halls #seats
Pathé 21 162 36,523
Kinepolis 11 61 11,264
JT 5 34 6,759
Utopia 5 34 6,365
Other 31 136 19,323
Total 73 (57%) 427 (66%) 80,234 (70%)
#locations #cinema halls #seats
JT 16 76 13,669
Other 38 145 20,941
Total 54 (43%) 221 (34%) 34,610 (30%)
The capacity of the cinema
sector has increased 10%
since 2009. Movie theatres
(34 in 2014) grew relatively
faster than cinemas (141 in
2014). The admission price of
substitutes (other leisure
activities) grew faster than
the admission price of
cinemas.
Source: Jean Mineur & Fox Screen, 8th september ’15 | http://www.filmonderzoek.nl/ocw-ontwikkelingen-in-de-cultuursector
Next to main player Jean Mineur, Fox Screen (sister company of CineFox; silent
local advertising) entered the market as vendor for national cinema advertising.
With 70% of the seats, Jean Mineur still is the biggest vendor.

84
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 2014
#Cinemas&FilmReleases
Visitorsinmillion
# Visitors (million) # Film releases # Cinemas
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema
Media Owners), annual report 2014 | http://www.volkskrant.nl/media/britten-en-belgen-gaan-strijd-met-pathe-aan~a4128460/

85
A big increase in cinema visits is visible in the last weeks of the year
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), annual report 2014 | http://foxscreen.nl/
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
4.500
Visitsin‘000
4-week period
Cinema visits per 4 weeks
2014 2013

86
0
20
40
60
80
100
120
140
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
Mediaspend(in€millions)
Seasonality cinema (spend & visitors)
Average visitors index 2007-2011 2013 2014 2015
Cinema does not have the same seasonality pattern that we see for TV, however
generally there is an increase in spend around December. Cinema vendors use monthly
indices to reflect the seasonality influences in their rate cards.
Source: Nielsen, 2013 -2015, data until 30/09/2015
| Average seasonality cinema visits Jean Mineur Network 2007-2011

87
The movie ‘Gooische Vrouwen 2’ was the most popular film in 2014
Title Revenue
(in ‘000)
Visits
(in ‘000)
Gooische vrouwen 2 € 10,105 1,184
The Hobbit: Battle of the Five Armies (3D) € 8,533 835
The Wolf of Wall Street € 5,898 671
The Hunger Games: Mockingjay – part 1 € 5,699 674
RIO 2 (3D) € 4,696 580
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema
Media Owners), annual report 2014

88
The regular cinema visitor is more male and is younger than the non-
regular cinema visitor. Both groups do have a high social class and
are more likely to be male.
53% 48%
Profile regular cinema visitor*
Source: NPM Print & Doelgroep Monitor 2014 II – 2015 I, base: total NL 13+ (N= 19.115) | * Regular cinema visitor is defined as someone who visits at least once a
month a cinema, non-regular visitors are people who visit the cinema less then once a month.
Profile non-regular cinema visitor*
4%
31%
21%
18%
16%
10%
13-14 (index 171) 15-24 (index 221)
25-34 (index (144) 35-49 (index 71)
50-64 (index 69) 65+ (index 50)
Social
class
% Index
A 28% 155
B1 37% 114
B2 16% 81
C 17% 69
D 2% 43
Social
class
% Index
A 20% 110
B1 35% 110
B2 22% 108
C 20% 82
D 2% 50
46% 54%
4%
20%
17%
31%
20%
8%
13-14 (index 147) 15-24 (index 132)
25-34 (index (122) 35-49 (index 122)
50-64 (index 84) 65+ (index 44)

89
For both Q1 and Q2 2015 the age group 16-23 has the highest reach
for cinema
Source: Stichting Filmonderzoek, Dashboard Bioscoopbezoek eerste half jaar 2015
46% 45%
55%
41%
37%
34%
28%
20%
34%
37%
55%
37%
31%
26%
19%
14%
0%
10%
20%
30%
40%
50%
60%
6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+
Cinema reach per quarter
Q1 2015 Q2 2015

91
MCP: Listening
Consumers´ listening patterns are also
rapidly changing. New players such as Spotify have
entered the market and are changing the way
consumers experience music. The availability of music
and radio via multiple devices further impacts how
people experience listening to music and radio.

92
Trends and developments I
Apple has launched their own
streaming provider called Apple
Music. The service can only be used
with Apple devices for €10 per
month. Apple is trying to distinguish
itself by giving good music
suggestions.
Dutch radio station Slam FM
changes its identity and design and
becomes SLAM!. The target
audience of SLAM! are young adults
in an experimental life phase who
get energy from dance music. SLAM!
is now mainly intended as an online
platform with additional FM
frequency.
Source: http://www.nu.nl/reviews/4080476/eerste-indruk-apple-music-gaat-van-fascinerend-frustrerend.html | http://www.adformatie.nl/nieuws/slamfm-krijgt-nieuwe-identiteit-en-
wordt-slam | http://www.adformatie.nl/nieuws/hebben-sky-radio-en-radio-538-straks-een-eigenaar
In 2017, Dutch media companies
can probably own multiple FM-radio
stations. Right now it is only allowed
to have a maximum of two. It is
expected that the radio market will
further consolidate.

93
Trends and developments II
The current broadcasting licenses of commercial radio for
broadcasting via FM, AM and DAB+ originally expired in 2017, but
are extended until 2022. The government will assign new licenses
by auction, an idea that caused a lot of resistance. By the
extension, minister Kamp meets the needs of radio stations and
the Dutch House of Representatives.
Radio stations who want to broadcast on FM, also have to
broadcast through DAB+. Since 2015 also DAB+ licenses without
FM licenses are sold by the government.
Compared to other European countries, the Netherlands have the
fastest role of digital radio DAB+.
The media exchange is an independent trading platform for real-
time programmatic buying of radio spots at theme stations (e.g.
538 dance department, Sky radio lounge, etc). The Media
Exchange supports real time buying for radio spots the same way
online display advertisements are bought.
Participating radio stations are online theme stations of: 538
Groep, Sky Radio Group, Q-music, Radio 10, 100%NL, Arrow
Caz, RTL Lounge, Soul Radio, Candlelight, Slam! , DeepFM,
BNR Nieuwsradio, Brute Beats, 18 Hits en Gooisch music.
Source: http://radio.nl/807298/veiling-van-radiofrequenties-wat-gaat-er-gebeuren | http://www.adformatie.nl/nieuws/vergunningen-fm-frequenties-met-vijf-jaar-verlengd |
http://www.themediaexchange.nl/?mc_cid=b905d536f1&mc_eid=5ced93674c

94
Dutch radio stations, with advertising possibilities (I/II)
STER
One Media Sales
Sky Radio Group
Q-Music NL
Source: retriever.nl, October 2015 | http://www.nrc.nl/nieuws/2015/03/05/npo-radio-6-stopt-per-1-januari-met-uitzenden/
Radio 6 will
stop 1 January
2016 because
of budget cuts

95
Dutch radio stations, with advertising possibilities (II/II)
Flux Media Factory
Groot Nieuws Radio
YPCA
FunX
116 regional stations
22 online stations
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, October 2015

96
Q-music and NPO Radio 2 have increased their market share, while
Sky Radio and 3FM have decreased market share.
Source: NLO, based on audience of 10+, Note: % is Avg Feb-Jul‘15 vs Aug-Sep‘15
0%
5%
10%
15%
Market share (%)
Feb-Mar 2015 Apr-May 2015 Jun-Jul 2015 Aug-Sep 2015
-8%
-7%
+ 13%
+15%
+ 22%
+7%
-14%
DJ´s Coen and
Sander have left
3FM and moved to
Radio 538. Also
Gerard Ekdom
moved from 3FM
to radio 2

97
The three biggest radio stations by advertising revenue are Radio 538, Q-
Music and Sky Radio. Both Radio 538 and Q-Music had an increase in
revenue in Q1-Q3 2015.
0
20
40
60
80
100
120
140
MediaSpendperStation(inMillions)
Q1 - Q3 2014 Q1 - Q3 2015
+9%
+13%
+145%
-36 %
Source: Nielsen, Q1 2014 – Q3 2015

98
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
90.000
100.000
GrossmediaspendX1000
2013 2014 2015
Although the spend levels for radio differ over the years, there seems to be a clear seasonality trend. From January to June spending
slowly raises. After a dip in the summer period, it increases rapidly to an maximum in Q4 (due to multiple top-lists and Christmas
actions at the end of the year). Some Radio vendors uses monthly indices to reflect the seasonality influences in their rate card.
Seasonality spend influences for radio
Source: Nielsen, 2013 -2015, Data until 30/09/2015

99
No. Brand Category Gross spend in € Q3 2015
1 ZIGGO Telecom 3.828.312,00
2 Lidl Retail 3.707.408,05
3 Kruidvat Retail 3.373.448,15
4 Volkswagen Automotive 2.764.853,30
5 Vodafone Telecom 2.634.571,00
6 Renault Automotive 2.582.310,75
7 Rabobank Finance 2.253.936,20
8 Opel Automotive 2.188.988,05
9 KPN Telecom 2.116.568,00
10 Seat Automotive 1.821.163,00
When looking at individual brand level in radio advertising, ZIGGO has the highest
spend levels followed by Lidl and Kruidvat. Overall, automotive and telecom are
best represented in the top list of radio spend.

100
For the older audience there is some clutter, mostly among the
public radio stations. A young and more female station is missing in
the radio landscape.
Source: NLO, 2015 (jan-sep), based on 13+
Young
Male
Old
Some radio stations
have to take into
account certain
content formats
initiated by the
Dutch government.
*Radio Veronica:
‘oldies’ (music more
than 5 years old)
*BNR Nieuws
Radio: News
*SLAM!:
Alternative
*Sublime FM:
Jazz and/or classic
*100% NL:
Dutch
Female

101
Desktop and laptop getting less popular for radio usage. Mobile phone
and SettopBox show an increasing trend as device for listening to radio.
Source: Trends in Digital Media 2014, GfK Intomart, June 2015, base: online population 13+ (N=1,258) *Claims to listen radio via device
0%
5%
10%
15%
20%
25%
30%
35%
June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15
%Agreetolistenviadevice
Digital radio listening*
Desktop Laptop Smartphone Tablet SettopBox Streaming- network audioplayer

102
Most time spend online radio via Desktop, followed by Digital TV and
laptop. Radio station apps getting popular, although Spotify is way ahead.
No big difference between app download for Phone or Tablet.
Source: Trends in Digital Media, GfK Intomart, June 2015, base: All (n=1258)
0% 5% 10% 15% 20% 25%
Spotify
Radio 538
NPO 3FM
Q-music
Nederland.fm
NPO radio 2
NPO radio 1
Sky Radio
100%NL
Radio Veronica
NPO radio 4
Radio Apps (downloaded)
Tablet (n=810)
Smartphone (n=1036)
82
81
53
45
27
11
0
50
100
150
200
250
300
350
Average minutes per week
Desktop
Digitale TV
Laptop
Streaming-/network player
Smartphone
Tablet
Source: Trends in Digital Media, GfK Intomart, June 2015, base: owners of tablet and/or smartphone

103
Streaming music
Application-based (laptop &
smartphone) music streaming
service. 6,8 million free users
(1.7 million monthly active). Only
7% of the Dutch are paying for
the music streaming provider
Spotify. Part of the paid versions
are offered through agreements
with KPN and T-mobile.
Reach Q2 2015
24,9%
An audio platform that
enables sound creators to
upload, record, promote and
share their originally-created
sounds.
Reach Q2 2015
6,8%
Web-based music streaming
service. Also available on
smartphone (partner with
telecom provider T-Mobile)
Spot advertising within
playlist possible.
Reach Q2 2015
2,7%
Personalised radio station,
introduced in 2012 by Sky
Radio Group.
Club Judge (online
Party/Event platform) offers
non-stop DJ-set via My
Radio
Reach Q2 2015
0,1%
Source: Spotify | DAM Q2 2015 (TA 13+ N=1,091), Average monthly reach | Device ownership Spotify - Trends in Digital Media, GfK Intomart, Dec 2014, base: online
population 13+ who own a tablet and/or smartphone AND have al least one app

105
MCP: Reading
Reading is slowly shifting from paper to (online) screens. More and more people are reading
newspapers on their tablet or mobile phone. Increasingly, news content is being accessed
via free news sites or apps. These new possibilities to get news and read magazines are
dramatically changing the experience of reading.

106
Trends & developments – I
In January 2016 De Persgroep and
Wegener Media will continue as De
Persgroep Nederland. The media and
advertising market is informed about the
new price strategy and product portfolio.
Pricing based on Cost per Mile (CPM) will
also be applied to regional and local titles.
Gross base prices for those titles will be
significantly reduced. Also De Persgroep
Nederland wants to provide clarity by
calculating all prices in the same manner.
More news media are putting up an online
paywall on their website. This means you
have to pay to see most of the content.
NRC is the latest newspaper that has
implemented this, starting September
2015. So far the big Dutch news media
who use a paywall are Nederlands
Dagblad, De Volkskrant, Trouw (partly), De
Correspondent and Blendle.
Source: http://www.adformatie.nl/nieuws/persgroep-trekt-prijsstrategie-door-naar-regionale-en-lokale-titels | http://www.denieuwereporter.nl/2015/03/nrc-nl-gaat-in-september-achter-een-
paywall/ | http://fonkonline.nl/media-nieuws/reclamefoldernl-deels-in-handen-van-rtl-ventures-(31060).html
In March 2015 RTL Ventures (part of RTL
Nederland) announced to become a
participant in Reclamefolder.nl for 34.8%.
Reclamefolder.nl is the largest platform for
mobile advertisement leaflets and sale
discounts in the Netherlands. In 2014
Reclamefolder.nl was ranked 3rd for most
used e-commerce apps in the Netherlands

107
Trends & developments – II
The Folder vakprijs of 2015 has been won by Lidl. This
award is based on innovation, stimulating action,
distinctive, eye-catching, creativity and brand building but
also the overall communication mix.
The new app PAPER is a daily online magazine that offers
the best of de Volkskrant, Trouw, Algemeen Dagblad, Het
Parool, De Morgen and the regional newspapers of de
Persgroep for €5,95 per month.
Source: http://www.distrifood.nl/formules/nieuws/2015/5/lidl-wint-folder-vakprijs-2015-10191167 | http://www.adformatie.nl/nieuws/barbara-van-beukering-lanceert-paper

108
Trends & developments – III
Chief editor Sjuul Paradijs has stepped
down immediately at De Telegraaf. The
reason for the departure is probably a
conflict between the editorial staff and
the directors of the newspaper about a
reorganization of the company.
Telegraaf Media Group has difficulties
for years now. Last year, the company
suffered a loss of 38 million euros.
NRC-Q is the new business news site
of NRC. NRC Q talks about companies,
the business world, your career and
combining work and private spheres. All
this news is made for your mobile
phone and tablet. For unlimited access
to their documents and archives you
can become a member and pay 8
euros per month.
The current editorial office of Nrc.next
will cease to exist. One major editorial
office of NRC will make a morning and
an evening paper. With this new
approach, NRC will compete with other
morning papers. Nrc.next was launched
in 2006 and had a young audience as
target group in mind.
http://nos.nl/artikel/2036251-hoofdredacteur-weg-bij-de-telegraaf.html | http://www.nrc.nl/hoofdredacteur/2014/04/29/nrc-q-nieuwe-zakelijke-nieuwssite-voor-mensen-
met-haast/ | https://www.villamedia.nl/artikel/nrc.next-houdt-op-te-bestaan-in-huidige-vorm

109
Trends & developments – IV
Glamour magazine NL is saying
goodbye to four editors. The four print
editors will make room for new
employees who will primarily focus on
the digital branch and events of the
fashion magazine.
In September 2015 the first Vogue Men
was introduced in the Netherlands.
Editor in chief Karin Swerink thinks that
after the French edition (Vogue
Hommes) and Italian edition (L’uomo
Vogue) Dutch men are also more than
ready for a fashion magazine.
Paid blogs can be perceived to be
misleading by consumers. Many
advertisers and bloggers are breaking
the rules of the advertising code of
social media by not mentioning the
words ‘advertorial’ or ‘sponsored story’
in an article. The problem is difficult to
solve as the Dutch advertising code
committee is only considering action
when consumers make complaints but
most consumers, bloggers and
advertisers are not aware of the rules.
http://fonkonline.nl/artikelen/media/glamour-neemt-afscheid-van-4-redacteuren-33064.html | http://fonkonline.nl/artikelen/media/dit-is-vogue-man-33048.html |
http://www.trouw.nl/tr/nl/5133/Media-technologie/article/detail/4153121/2015/09/30/Betaalde-blogs-misleiden-consument.dhtml

110
Blendle is a platform for quality content. For a small fee subscribers are one click away to buy articles
from several newspapers and magazines. It is steadily growing in paying costumers and page visits. They
have 260,000 registered users of which 57,000 have paid and is monthly active.
In April, Blendle has added international news papers as
The New York Times, The Wall Street Journal and The
Washington Post. On 14th September, Blendle will be
launched in Germany.
Source: http://www.nu.nl/media/3913043/blendle-krijgt-3-miljoen-van-new-york-times-en-axel-springer.html; http://tweakers.net/nieuws/102770/blendle-heeft-57000-actieve-
gebruikers.html
New media development: pay-per-article

111
Newspapers print circulation dominated by national newspapers
1.584
1.213
429
-
200
400
600
800
1.000
1.200
1.400
1.600
1.800
Q3 2014 - Q2 2015
Moving year average circulation figures (in ‘000s)
National newspapers
Regional newspapers
Free sheets
Source: NOM, Q3 2014 – Q2 2015 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)

112
Title Total paid circulation Q3 2014 – Q2 2015 Total circulation Q3 2014 – Q2 2015
AD 342,815 397,151
Brabants Dagblad 95,056 101,323
Dagblad De Limburger 131,845 138,031
Dagblad van het Noorden 98,759 105,156
De Gelderlander 111,389 119,703
De Stentor 96,633 102,791
De Volkskrant 222,045 264,500
De Telegraaf 441,230 496,955
Metro 0 428,268
NoordHollands dagblad 102,323 107,065
NRC Handelsblad 149,647 161,333
Trouw 89,200 108,219
Total 2,523,176 3,224,701
Newspapers with highest circulation numbers in table, De Telegraaf
is leading in terms of circulation.
Source: NOM, Q3 2014 – Q2 2015 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)

113
Online reach of news site Nu.nl is bigger than websites of traditional
print papers
No. Top 10 online News
brands
Reach (%) Reach (‘000) # Visits (‘000) Frequency
1
Nu.nl
50,1 7.086 145.208 20,5
2
NOS
37,7 5.337 133.093 24,9
3
Telegraaf
31,9 4.507 71.977 16
4
AD
30,8 4.361 66.366 15,2
5
RTL nieuws
22 3.111 23.796 7,6
6
De Volkskrant
11,3 1.601 11.683 7,3
7
NRC
9,7 1.367 8.890 6,5
8
Metro
7,7 1.086 2.593 2,4
9 Trouw 5,4 764 5.493 7,2
10 Parool 3,4 474 1.929 4,1
Source: DAM, All platforms 1/7/2015 – 31/08/2015, TA: 13+ (Since iOS8 Apple users are excluded from DAM)

114
-
20
40
60
80
100
120
140
Mediaspend(inMillions)
2013 2014 2015
During the summer there is a small decrease in newspaper spend.
Raise in spend levels when approaching the Christmas season.

115
1 Kras Reizen Travel 9.482.656
2 Molenaar Health 7.860.76
3 NRC* Media 4.902.768
4 Stip Reizen Travel 4.834.974
5 Effeweg.nl Travel 4.533.494
6 Corendon Travel 4.385.966
7 Koopjedeal.nl Retail 3.889.243
8 Familieberichtenonline Media 3.477.944
9 Stella Transport 3.107.744
10 OAD Travel 2.892.429
For media spend on individual brand level, Kras comes out on top followed
by Molenaar and NRC. Top ten is dominated by brands in travel category.
*NRC brand consists of all media of NRC. Most ads are for their own newspapers

116
Telegraaf and Brabant Combinatie stay on top and increase in spend
compared to Q1-Q3 2014. Local daily newspapers are well represented.
0
20
40
60
80
100
120
140
160
180
200
Mediaspend(inmillions)
Q1-Q3 2014 Q1-Q3 2015
+23%
-31%
+77%
-43%
+13%
In the spring of 2015 a new local
news medium is launched called
e52 (online and paper). This
started in Tilburg but is set out to
become a local medium for cities
around the Netherlands.
-41%
-55%

117
Since 1 October 2014, only 1 free sheet is left: de Spits has
been integrated in the Metro, it remains in the ownership of
Telegraaf Media
Title Media owner /
Publishing
house
Sales
house
Distribution
Metro
Telegraaf Media
Nederland /
Landelijke Media
B.V.
Telegraaf
Media
Nederland
National distribution &
special editions in
Amsterdam, The
Hague, Rotterdam

118
Both tablet and mobile are more and more popular for reading
newspapers. All digital platforms are most used on daily level.
0%
5%
10%
15%
Less than once
a month
Once a month
Once every two
weeks
Once a week
2-3 days a
week
4-5 days a
week
6-7 days a
week
Pc/Laptop Mobile Tablet
36%
17%
15%
38%
20% 20%
36%
21%
23%
35%
22%
24%
NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II
NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II
Source: NPDM releases: 2012 II – 2013 I to 2014 I – 2014 II, base: total NL 13+Source: NPDM releases: 2014 I– 2014 II, base: total NL 13+
Digital use of newspapers

119
Family, culinary and women magazines have highest circulation figures
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
Family Culinary
mags (incl
sponsored)
Women's TV listings Home
decoration,
gardening &
DIY
Special
interest
Kids & youth Mind & body Popular
Science
Sports Other
Moving year average total circulation (in ‘000s)
Source: NOM, Q3 2014 – Q2 2015 moving year average circulation figures. Based on magazine total (all paid-for and free-of-charge circulation)

120
High circulation numbers for sponsored magazines. Kampioen has
the highest total circulation in Q3 2014 – Q2 2015.
Title Total paid circulation
Q3 2014 – Q2 2015
Total circulation
Q3 2014 – Q3 2015
Kampioen 3,463,451 3,463,451
Allerhande 0 2,041,129
Boodschappen 0 1,972,504
AllesVoor 0 1,890,163
Eigen Huis magazine 710,470 710,470
Vrouw 0 597,231
Zorgbelang 0 501,812
Veronica Magazine 427,143 428,518
Villa d'Arte 376,204 376,900
Het Volkskrant Magazine 0 350,855
Total 4,977,268 12,333,033
Source: NOM, Q3 2014 – Q2 2015 moving year average circulation figures.

121Source: NOM Print & Doelgroep Monitor 2014-II 2015-I, base: total NL 13+ (N=15.677)
Women’s and family titles have highest reach
Top 10 magazine titles
in terms of audience reach
Publication type
Average issue reach amongst
NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
Kampioen Family 4.976 35,2
Allerhande Sponsored 4.122 29,1
Libelle Women’s 1.779 12,6
Donald Duck Kids 1.449 10,2
Veronica TV listings 1.380 9,8
Margriet Women’s 1.164 8,2
LINDA. Women’s 1.159 8,2
Vrouw Women’s 1.118 7,9
Privé Celebrity 1.100 7,8
Quest Science 1.017 7,2

122
-
10.000
20.000
30.000
40.000
50.000
January February March April May June July August September Oktober November December
2013 2014 2015
There is a strong seasonality pattern for magazines in which summer
shows a strong decrease in media spend. It shows highest spend levels
in spring, fall and during the Christmas season.

123
1 Hollands Nieuwe Telecom 1.301.576,47
2 SBS6 Media 1.096.604,57
3 Molenaar Health 1.019.479,49
4 Vrouwonline Media 838.272,31
5 Voordeeluitjes Travel 776.903,59
6 Sanoma* Media 683.756,84
7 Albert Heijn Retail 644.461,08
8 Andrelon FMCG 621.829,50
9 Elsevier* Media 612.372,86
10 Stella Transport 576.313,76
When looking at an individual brand level in magazine advertising,
Hollands Nieuwe comes out on top followed by SBS6 and Molenaar.
*Sanoma brand consists of all media of Sanoma. Most ads are for their own magazines
*Elsevier brand consists of all media of Elsevier. Most ads are for their own magazines

124
Allerhande has the highest amount of media spend, which is also still
growing. This is in contrast with the overall decrease in media spend for
magazines.
0
5
10
15
20
25
30
Mediaspend(inmillions)
Q1-Q3 2014 Q1-Q3 2015
+7%
+6%
-14%
-15%
+19%
-20% -20%
-21%
-24%

125
No high usage of magazines via digital platforms yet. PC/Laptop most
popular and also most often used
12%
4%
6%
13%
5%
8%
12%
5%
8%
11%
5%
9%
NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II
NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II
Source: NPDM releases: 2012 II – 2013 I to 2014 I – 2014 II, base: total NL 13+
0%
1%
2%
3%
Less than once a
month
Once a month
Once every two
weeks
Once a week2-3 days a week
4-5 days a week
6-7 days a week
Digital use of magazines
Source: NPDM releases: 2014 I – 2014 II, base: total NL 13+

126
Printed door drops have higher reach than digital door drops
48%
79%
64%
71%
55%
24%
43%
64%
5%
16%
10% 12%
8%
3% 4%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
% Reach doordrops print – digital
Reach % - Print Reach % - Digital
Source: NOM folder monitor 2013 | NOM Huis-aan-huis bladen monitor 2014
# Title Reach %
1 Wegener Media 43,8%
2 Holland media combinatie 14,5%
3 Totaal Zuid Holland 9,9%
4 A&C Media 8,2%
5 NDC mediagroep 7,6%
Top 5 Door-to-door papers
All door-to-door
papers have a
reach of 61,8% in
the Netherlands

128
MCP: Communicating
Human beings are a social species, with communication taking place throughout the day.
Face-to-face interaction won´t disappear anytime yet but the younger generations don’t
differentiate so much anymore between online/offline communications. The social
experience around communication is changing as communicating via Facebook Messenger,
WhatsApp, Snapchat and the like is getting more and more accepted.

130
Trends and developments – I
The three most popular Dutch brands on
Instagram right now are RUMAG., BALR
and Filling Pieces Footwear. On the
fourth place is KLM, who was leading in
the previous top 25. The new list is
dominated by the branches fashion (10
times), magazines (5 times) and soccer
(3 times). Striking is the fact that the top
3 brands have more followers on
Instagram than on Facebook.
Messenger apps are now increasingly
used to make phone calls. One of five
smartphone users use regularly an app
for calling with other people. Currently,
12% of the phone calls are committed
through a messenger app (i.e.
Whatsapp; Facebook Messenger) and
this number continues to grow.
Snapchat is the fastest growing social
network at the moment. The network has
200 million monthly users and 100 million
people are actively using Snapchat daily:
together they are sending 400 million
snapchats a day. Since Q3 2015
advertising at Snapchat is possible.
Source: http://www.emerce.nl/nieuws/bellen-via-berichtenapp-gemeengoed | http://www.marketingfacts.nl/berichten/instagram-brand-monitor-de-populairste-merken-in-
nederland | http://www.emerce.nl/nieuws/infographic-fenomenale-groei-snapchat

131
Trends and developments – II
YouTube is going to launch two new paid
channels before the end of 2015. After the
initiative of a gaming channel, YouTube will
reportedly also provide one paid service for music
videos (‘Music Key’) and a more general channel
for premium content creators. Ad-free videos and
offline access are the main advantages of the
monthly paid subscription.
Monthly reach numbers of Facebook messenger
approach that of Whatsapp messenger. Almost as
many people use Facebook messenger as
Whatsapp. This is a big difference with a half year
before, when the Facebook app only had half of
the reach of Whatsapp. Especially in the 50+ age
category the use of Facebook messenger
increased. It has to be noted however that
Whatsapp messenger’s frequency of use still
stays four times higher than that of the Facebook
service.
Source: http://www.adformatie.nl/nieuws/youtube-komt-met-twee-betaalkanalen | http://www.emerce.nl/nieuws/vodafone-begint-nederlands-eerste-snapchatcampagne |
http://www.adformatie.nl/nieuws/maandbereik-facebook-messenger-nadert-whatsapp

132
0%
10%
20%
30%
40%
50%
60%
Total 18-24 25-34 35-44 45-54 55-64
Using services such as AdBlock in the past month
Q4- 2014 (n=758) Q1- 2015 (n=751) Q2- 2015 (n=751) Q3- 2015 (n=791)
Source: GlobalWebIndex, Q4 2014 – Q3 2015, Base Internet Users NL16+
In the first half of
2015, there was a
clear uplift in the
younger age groups
when it comes to the
use of AdBlockers. In
Q3 2015, only an
increase for older
age groups.

133
Trends and developments III - Facebook users
51,3%
of all the
internet users
are using
Facebook
The Netherlands
has the highest
penetration of
mobile phone
Facebook users
(89,3%)
157,5
Million people
worldwide are
using
Facebook
Source: http://www.emarketer.com/articles/results.aspx?q=North%20America, Q2 2015

134Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
Facebook seems to have plateaued at very high level. YouTube is a (stable) second
network in terms of claimed usage. Google+ is rising significantly in claimed usage.
Social media usage
In Europe,
Facebook has the
highest mobile
penetration in the
Netherlands
(89,3%)

135
Facebook and YouTube are most used platforms in the year 2014
Main platforms:
2.8 million
Dutch
people use
Twitter, 1
million use
it daily
3.8 million
Dutch
people use
LinkedIn,
0.4 million
use it daily
3.9 million
Dutch
people use
Google+,
1.3 million
use it daily
6.8 million
Dutch
people use
Youtube,
1.2 million
use it daily
9.4 million
Dutch
people use
Facebook,
6.6 million
use it daily
Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
0.1 million
Dutch
people
use
WeChat,
28.0000
use it
daily
1.6 million
Dutch
people
use
Pinterest,
261.000
use it
daily
1.8 million
Dutch
people
use
Instagram,
722.000
use it daily
0.1 million
Dutch
people use
Foursquar
e, 31.000
use it daily
0.3 million
Dutch
people
use
Tumblr,
125.000
use it daily
0.8 million
Dutch
people
use
Snapchat,
320.000
use it
daily
Upcoming
platforms:

136
Snapchat is used mainly by the new generation (gen Z) (51% 13-19)
11% 10%
14%
5%
11% 7%
23%
51%
24% 27%
30%
30%
29%
23%
34%
35%
28%
30%
30% 32% 30%
30%
23%
10%
25%
22%
19%
23%
20%
26%
15%
3%13% 11% 9%
1%
9%
14%
5% 2%
FACEBOOK TW ITTER INSTAGRAM LINKEDIN PINTEREST GOOGLE+ TUMBLR SNAPCHAT
AGE DISTRIBUTION OF SOCIAL NETWORKING SITES IN NL
13-19
20-34
35-49
50-64
65+
Source: DAM, Q3 2015, 13+ (Since iOS8 some apple users are excluded from DDMM)

137
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64
Active users monthly*
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
After a period of overall decrease, Facebook again realized an increase in account
ownership in Q3 2015. Moreover, for all age categories, the trend regarding active
monthly Facebook users also went upward since Q2 2015.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Account ownership
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Source: GlobalWebIndex, Q2 2014 – Q3 2015, Base Internet Users NL16+, * Active user ‘Have used in the past month’

138
0%
10%
20%
30%
40%
50%
60%
Account ownership
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Account ownership and active users of Twitter is slightly decreasing, except for age groups 18-
24 and 25-34 in which ownership numbers are growing. Furthermore, there seems to be an
overall increase in Twitter activity in Q3 2015, especially for age groups 18-24, 25-34 and 45-54.
Source: GlobalWebIndex, 2015, Base Internet Users NL16+, * Active user ‘Have done in the past month’
0%
10%
20%
30%
40%
50%
60%
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015

139
Account ownership of Instagram is increasing and is particularly high for the
younger age groups (18-24). The percentage of active users seems to grow
slightly, with a significant increase of activities for the groups 18-24 and 25-34 .
0%
10%
20%
30%
40%
50%
60%
Account ownership
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Source: GlobalWebIndex, 2015, Base Internet Users NL16+, * Active user ‘Have done in the past month
0%
5%
10%
15%
20%
25%
30%
35%
40%
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015

140
Account ownership for YouTube seems to grow again. For active users,
there is a considerable increase in Q3 2015 for all age groups.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Account ownership
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Source: GlobalWebIndex, 2015, Base Internet Users NL16+ *Active user ‘Have done in the past month
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015

141
Social Media users in the Netherlands: All layers of society use Social
Media, but privacy concerns are still an issue
66% is
worried
about their
data being
sold
59% is
worried
about their
data in
general
58% doesn’t
know if they
can trust
social media
13% has
a lot of
trust in
social
media
Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+

142
Worries about privacy have increased among users under 40 while they
have decreased among older users. People are least worried about
government collecting their data.
45%
42%
47%
28%
Online privacy worries 2014
Phishing Identity fraud
Companies collecting data Government collecting data
52%
68%
66%
60%
52%
60%
71%
70%
58%
47%
0% 10% 20% 30% 40% 50% 60% 70% 80%
80+
65-79
40-64
20-39
15-19
Worries about privacy
2014 2015
Source: Ruigrok NetPanel, Whats happening online 2014, n=1.660 15+

143
Social TV buzz is booming, Starcom uses Echo Listening Tool to
analyze social media buzz. SPOT introduced Social TV Ratings to count
tweets around TV content.
Source: http://spot.nl/publicaties/gfk-twitter-tv-ratings, Q2 2015
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
No. Date Title Channel Twitter
Reach
Tweets
1 19-5-2015 Eurovisie Songfestival Halve Finale NPO 1 476.464 185.090
2 23-5-2015 Eurovisie Songfestival Finale NPO 1 346.002 121.189
3 2-4-2015 The Passion 2015 NPO 1 313.431 34.494
4 9-4-2015 3FM Awards NPO 3 221.013 5.105
5 30-3-2015 De Wereld Draait Door NPO 1 195.825 1.087
6 11-4-2015 The Voice Kids RTL 4 164.558 6.675
7 19-5-2015 De Wereld Draait Door NPO 1 156.023 3.376
8 27-4-2015 Radar NPO 1 114.613 2.201
9 5-5-2015 70 jaar bevrijding: 5 mei concert NPO 1 113.456 2.616
10 10-6-2015 Friends for War Child NPO 1 95.383 1.505

145
Trends and developments – I
Cookie Law
European study suggests new
cookie law in European Union.
The stated objectives are not
met with the current laws and a
new revision is again needed.
A new European commission
will start in September 2015 to
see what needs to be
changed.
Fraudulent apps
A new phenomenon in apps
are fraudulent apps. These
apps will generate a lot more
advertisement than ‘normal’
apps. So people don’t see the
advertisement but mobile
advertisers still pay for
advertising. So these apps
create extra waste numbers for
mobile advertising and is
costing the user extra data
usage.
Microsoft stops
advertising
Microsoft steps out of their
advertising activities in order to
focus on their core business.
The Benelux market goes to
AppNexus.
Flash banners
Flash-banners are no longer
supported in the new Google
Chrome update. The banners
will not be working any more
and can only be seen without
animation. Advertisers feel
forced to convert Flash
banners into the HTML 5
format. It is expected that
advertisers have to take
considerable waste numbers
into account.
Source: http://www.emerce.nl/achtergrond/europese-commissie-cookiewet-moet-weer-schop | http://www.emerce.nl/nieuws/zeker-5000-apps-frauderen-advertenties;
http://www.emerce.nl/nieuws/microsoft-stapt-uit-advertentiemarkt-appnexus-neemt-benelux | http://www.adformatie.nl/nieuws/exit-flash-uur-u-voor-nederlandse-banner-industrie

146
Websites are massively struggling with
adblockers. The number of people who
are installing adblockers on desktop,
tablet and phones is growing. Right
now, 4,9 percent of all Internet users
around the world are not seeing
advertisements. In the Netherlands, this
number is much higher (26%). For
websites this is a big problem as it
decreases the value of online ads.
It has been found that half of the Dutch
population considers to install
adblockers. People have a positive
attitude towards advertising in general,
but are very annoyed by online ads.
The use of adblockers is highest on
laptops and desktops. However, the
intention to install adblocker is highest
for smartphones.
IAB, the branch association for digital
marketing is considering lawsuits
against adblockers. IAB is seeing
possibilities in legislation regarding
copyright. IAB in the Netherlands is not
considering going to court and started a
research project about the effects of
adblockers.
Advertising practitioners react different,
some find it troubling and scary, others
think new opportunities will arise.
Source: http://nos.nl/artikel/2056954-websites-worstelen-steeds-meer-met-adblockers.html | http://www.adformatie.nl/nieuws/onderzoek-adformatie-helft-nederlanders-wil-aan-
de-adblocker | http://www.emerce.nl/nieuws/iab-overweegt-rechtszaken-tegen-adblokkers | http://www.warc.com/LatestNews/News/EmailNews.news?ID=35349

147
Trends and developments-II
DMA Institute is an innovative and leading international digital media auditing and quality assurance service.
Empowering digital leaders and global organizations in “Assessing The True Value Of Digital Media’’.
With DMA you can measure the time ads are visible, which audience has seen the ad and which sites and placements
provided conversions for the brand.
DMA Institute is starting with a certifying process in which partners of DMA-I can earn certification after extensive
workshops, benchmarking and case-building. Starcom Netherlands is the first media agency to start with the
certification process.
Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren

148
The viewability of ads still is a problem regarding Integral Ad Science,
due to DMA Starcom is able to optimize viewability. With great results!
Viewability* comparison
49%
45%
47% 47%
44%
58% 58%
61%
66%
62%
40%
45%
50%
55%
60%
65%
70%
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
Integral Ad Science Starcom NL
Viewability* stats 3 most used formats
63%
67%
64%
60%
60%
59%
62%
63%
59%
49%
44%
44%
54%
48%
48%
62%
57%
58%
40%
45%
50%
55%
60%
65%
70%
Q4 2014 Q1 2015 Q2 2015
Leaderboard Starcom NL Medium Rectangle Starcom NL Skyscraper Starcom NL
Leaderboard IAS Medium Rectangle IAS Skyscraper IAS
Source: Integral-Ad-Science reports Q2 2014 - Q2 2015; DMA viewability Benchmark stats Starcom NL; *Viewability as IAB standard: 50% of ad more than one second in view

149
Programmatic Update
Flash is no longer supported as
the standard for advertisement.
HTML 5 is the new standard for
banners and video’s online
because you don’t need any
plug-ins and has same creatives
for desktop as mobile devices.
Pre-rolls are not fully clickable
anymore on Youtube. Only the
Url stays clickable. According to
YT traffic will be of higher quality
and click behavior is similar for
desktop and mobile devices.
Double-Click, the division of
google that helps uploading ads
on websites and measuring
their performance, will start with
cross-device measurement and
native ads will be introduced for
mobile.
Source: AOD VIVAKI

150
Digital ad formats I
In 2014 IAB Europe introduced ‘Brand Builders’, a suite of six recommended brand advertising
formats. Both static and dynamic (expandable) brand advertising formats are included in the
suite to offer brand advertisers diversity in their campaigns.
Static Advertising Formats:
1. 300x600 Halfpage (static)
2. 728x90 + 160x600 Wallpaper (static)
3. 728x410 Landscape (static, new dimension, 16:9 compatible)
Dynamic Advertising Formats:
1. 300x250 → 728x410 Expandable Rectangle (float/slide 16:9)
2. 728x90 → 728x410 Expandable Leaderboard (float/slide,16:9
3. 160x600 → 300x600 Expandable Skyscraper (float/slide)
Source: IAB, Brand Builders Ad Format Descriptions, pulled off 2nd September ‘15

151
33%
14%
15%
37%
40%
14%
17%
38%
42%
14%
18%
38%
44%
15%
18%
38%
46%
17%
20%
41%
49%
19%
23%
43%
Social Networks Buying/selling Streaming video Searching for info
2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I
Over the last two years all online activities have shown an increase in
usage. In the last half year they all showed an increase of at least 2%.
Online activities done ‘often’ – across time
Source: NPM 2012-I 2012-II to NPM 2014-II 2015-I

152
Most activity on PC/Laptop. Mostly same activities across platforms,
although popularity differs for each platform.
10,2%
11,0%
11,1%
11,3%
11,8%
11,9%
15,2%
21,6%
26,0%
26,8%
Played an online game
Made a phone call online / used a
VOIP service to call someone
Used a webmail service
Watched a video clip
Uploaded photos online
Chatted to someone via an instant
messenger or live chat tool
None of the above
Checked the weather online
Used internet banking
Used a social networking service
Top 10 - Mobile
22,6%
23,6%
25,2%
30,6%
39,7%
45,9%
46,1%
46,6%
51,5%
64,1%
Uploaded photos online
Reviewed a product or brand online
Purchased a product online
Searched for product or service to
buy
Top 10 - PC / Laptop
6%
7%
8%
8%
10%
10%
11%
12%
12%
13%
Purchased a product online
Searched for product or service to
buy
Reviewed a product or brand online
None of the above
Top 10 - Tablet
Source: GlobalWebIndex, 2015 Q3, Base Internet Users NL16+ (N= 651), Have done in the past month

153
Online population is slightly more male, but on a global level Dutch
women spend more time online than in most other countries. Internet
penetration amongst 65+ and lower educated is steadily increasing.
Internet penetration NL 2011 2012 2013 2014 Index (14/11)
Male 90.1% 91.1% 92.2% 93.1% 103
Female 84.4% 86.7% 88.1% 88.3% 105
13-17 years old 100.0% 99.6% 98.9% 98.9% 99
18-24 years old 99.4% 97.6% 99.5% 98.9% 99
25-34 years old 98.2% 98.0% 98.8% 99.4% 101
35-49 years old 95.3% 97.8% 98.1% 97.6% 102
50-64 years old 86.9% 90.0% 92.1% 91.8% 106
65+ 55.0% 57.9% 61.2% 66.4% 121
Low education 62.7% 66.3% 70.5% 70.5% 112
Medium education 90.6% 92.5% 93.3% 93.9% 104
High education 96.7% 97.4% 97.7% 98.2% 102
Source: Media Standard Survey 2014 (N= 5,100)

154
Mobile phone and tablet increase their popularity as a device to go online.
Most people (75%) do have online access at home on a daily bases.
0%
25%
50%
75%
100%
Online access in %
2012 I- 2012 II 2012 II - 2013 I 2013 I - 2013 II
2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I
75%
8% 5% 2% 0% 0% 0% 3% 1%
6%
(Almost)
daily
4-5 days
a wk
2-3 days
a wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No
access at
home
Online access - At home
8%
22%
11%
4%
1% 1% 1% 2% 1%
49%
(Almost)
daily
4-5 days a
wk
2-3 days a
wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No access
at work
Online access - At work
Source: NPM 2014-II 2015-I, base: total NL 13+Source: NPM 2012 I – 2012 II to NPM 2014 II – 2015 I

155
Online shopping keeps growing in revenue. Q1 2015 showed a 16%
increase compared to Q1 2014. Especially toys have increased in
revenue (+40%).
8.200
9.000
9.800
10.600
13.730
4.350
6
7
8
9
10
11
12
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
€billions
Online home shopping spend People buying online
+11%
+10%
+9%
+8% +30%
+16% tov
Q1 2014
Top 5 branches with highest increase in online
spend in Q1 2015
18%
20%
20%
33%
40%
Travel Packages
Plane tickets & accommodation
Media & Entertainment
Tickets for events & attractions
Toys
Online
Source: Thuiswinkel Martkmonitor 2010 - Q1 2015

157
MCP: On the Go
On average people spend one hour On the Go (on weekdays). Time spent On the Go is stable
over the years although the moments that brands can get in contact with consumers while they
are On the Go are increasing. This is mostly due to increased smartphone and mobile
internet penetration, but also due to new and innovative digital OOH media solutions.
Time spent On the Go is changing rapidly from a relatively boring ´getting from A to B´ chore to
an enriched travel experience.

158
Trends and developments I
OOHA Media expand their business
in April with a LED mast along the
A15 highway. The LED mast is 12 by
9m. Since 2014 OOHA Media has
LED masts along the A1, A2, A30,
A73 and later this year along the
A12.
Source: http://www.adformatie.nl/nieuws/ooha-media-breidt-digitale-aanbod-uit-met-mast-
langs-de-a15
Starting May JCDecaux will exploit
the GVB trams in Amsterdam
through public tendering. Stickers
will be used as total view, meaning
the advertisers will be visible all over
the tram.
Source: http://www.adformatie.nl/nieuws/jcdecaux-wint-aanbesteding-reclame-exploitatie-
op-amsterdamse-trams
http://www.marketingtribune.nl/media/nieuws/2015/08/[interview]-eric-kip-over-digital-ooh-
en-exterion-media/index.xml
Exterion Media is the first major
outdoor vendor who launched Digital
OOH. At the new premium location
IJhal at Amsterdam Central Station
they launched the 70 inch with
partners Google , Coca -Cola, Amstel ,
T-Mobile and UPI.
Exterion media has won the concessions for the region
Haaglanden. Until 2020, Exterion has over 2,500 advertising
spaces on 2m2 format in this region.
The concessions for Utrecht are expected for a tender in
2016.
http://www.retrievermedianieuws.nl/exterion-media-wint-haaglanden/

159
Factsheet Outdoor II
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
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
OOHA Media Masts, LED masts
Schiphol Media Big variety of media at Schiphol Airport Amsterdam
OV Media & Triple Media Buses, A3 posters in buses
Altermedia A3 posters indoor (cafes, bars, cinemas), taxis, sampling, car2go/cargohopper
Boomerang Media Freecards
Centercom Buitenreclame A0 posters
Source: VivaKi, 3th September

160
Radio and internet popular on the go via smartphones. TV not yet
popular on the go.
94%
39% 43% 46%
6% 15% 6%
65% 62%
26%
3% 6%
98%
34%
10% 5% 4% 2% 4%
Place of access by medium type
Internet Radio TV
Source: Media Standard Survey 2014 (n = 5,100), Base = Total NL 13+, (* location isn’t asked for each medium type)

161
0%
10%
20%
30%
40%
Share of gross media spend OOH
2011 2012 2013 2014 Q1-Q3 2014 Q1-Q3 2015
Total Spend 2011: € 415.235.318
Total Spend 2012: € 468.007.528
Total Spend 2013: € 477.697.912
Total Spend 2014: € 505.435.502
Total Spend Q1-Q3 2014: € 374.904.550
Total Spend Q1-Q3 2015: € 343.346.431
Others
Outdoor market dominated by 4 main players: JCDecaux,
ExterionMedia, Clear Channel and Interbest. Q1-Q3 2015 shows a
decrease in spend compared to Q1-Q3 2014.

162
Total reach per vendor (based on all sides). Younger target audiences have
somewhat higher reach. For shelters Exterion, JCDecaux and Clear Channel don’t
differ much in reach. For billboards, JCDecaux has the highest reach.
Source: BRO, August 2015, database version CAFAS 15.0 | Reach is based on total sights per vendor available in CAFAS.
68%
77% 78%
67%
63%
58%
73% 73% 75%
68%
62%
57%
66%
80% 81%
74%
69%
63%
23% 24% 24% 24% 22% 21%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Shelters
Exterion (6,621 sides)
JCDecaux (9,234 sides)
Clear Channel (7,916 sides)
MMD (649 sides)
30% 30% 32% 30% 28% 26%
39%
61% 64% 61%
56%
52%
59%
43% 45%
40% 37%
34%
12% 13% 14% 13% 12% 11%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Billboards
Exterion (200 sides)
JCDecaux (722 sides)
Clear Channel (390 sides)
MMD (146 sides)

163
-
10.000
20.000
30.000
40.000
50.000
2011 2012 2013 2014 2015
Although spend slightly increases over the year, there is not a real
seasonality pattern visible. Despite the absence of such a pattern,
JCDecaux introduced season based indices.

Dutch Media Landscape Q3 2015 Update

Dutch Media Landscape Q3 2015 Update

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