Dutch media landscape 2018 Q1

1. Dutch MEDIA landscape 2018 | Q1

2. WHAT’S NEW Q1 2018 Talpa now owns news agency ANP after the acquisition from Veronica. Owner John de Mol is likely to integrate ANP within a new format on one of its TV channels. The Winter Olympics and popular programming such as ‘The Luizenmoeder’ led to high market share for NPO in Q1. Major shifts in the radio landscape with the (future) transfers of DJ’s Gerard Ekdom, Domien Verschuren and Edwin Evers. Digital news kiosk Blendle responds to the popularity of podcasts by launching Blendle Audio, which allows subscribers to listen to a selection of articles every day. With the launch of Instagram’s shoppable posts and the shopping feature in Snapchat’s AR filters, social media can become even more important for e-commerce. With Facebook’s data leak in the U.S. and the implementation of GDPR, privacy becomes a relevant and much discussed topic in The Netherlands.

3. Starcom is 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 will enjoy it. MEDIA PHILOSOPHY

4. In The Netherlands Starcom is part of Publicis One. Publicis One is a house of brands consisting of twelve labels in media, creative, technology, data & production. We work together in multidisciplinary teams and from one P & L. Customers have access to all our specialized labels, expertise and tools, and we provide them with the best integrated brand, media and (digital) communications solutions at local and international level. This will result in higher quality, speed and costs for our customers.

5. Watching Listening Reading Communicating, Social Media, Surfing online Overall media and consumer stats & figures On the go Appendix The Netherlands: general stats & figures CONTENT

6. THE NETHERLANDS general stats & figures

7. Dutch population is still growing and getting older. Since 2014, the number of people with growing purchase power has increased. 2.961 4.833 2,16 1,0 1,3 1,6 1,9 2,2 2,5 0 2.000 4.000 6.000 8.000 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Averageno.peopleinHH #HH(in‘000s) Household (HH) size Single person household Multiple person household Average no. of people in HH 16.358 15.600 16.000 16.400 16.800 17.200 Duizenden Population (in ‘000) 39,5 41,6 35 37 39 41 43 45 Average age Source: CBS, Statline, July 2018 17.082 0% 10% 20% 30% 40% 50% 60% 70% 80% Purchase power Number of people with growing purchase power 42% 67%

8. In 2017, economic growth reached the highest level in years. However, rising inflation seems to damp individual purchasing power. Key Economic Indicators Netherlands 2011 2012 2013 2014 2015 2016 2017 2018** 2019** 2020** 2021** Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.1% 1.3% 1.3%** 1.5** 1.6** 1.7** Economic growth 1.2% -1.7% -0.2% 1.4% 2.3% 2.2% 3.1% 2.5%** 1.6** 1.6** 1.6** Purchasing power -1.0% -1.9% -1.4% 1.2% 1.0% 2.7% 0.3% 0.5%** 0.4%** 0.4%** 0.3%** Unemployed (in ‘000s) 389 469 647 660 614 538 438 395** 410** 415** 425** Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.0% 4.9% 4.3%** 4.4%** 4.5%** 4.6%** Source: CPB, Kerngegevenstabel 2011- 2015 and 2016 -2021, March 2018 (** estimated figures)

9. During the last years the Dutch consumer confidence has climbed up until a peak in Q2 2017, but seems to stabilize from that point. Source: CBS, Statline, June 2018 -50 -40 -30 -20 -10 0 10 20 30 Difference%positivevsnegativeanswers Dutch consumer confidence

10. OVERALL media and consumer stats & figures

11. TRENDS

12. Top 10 Global Consumer Trends for 2018 1. Clean Lifers Consumers are adopting clean-living, more minimalist lifestyles, where moderation and integrity are key. 2. The Borrowers A generation of community-minded sharers, renters and subscribers is reshaping the economy, making conspicuous consumption a thing of the past. 3. Call Out Culture Empowered consumers are using social media to highlight injustice and call brands to account ( also described as “Hashtag Activism”) 4. It’s in the DNA – I’m so Special People’s growing curiosity about personal genetics and rising interest in personalized health and beauty are fueling demand for home DNA kits. 5. Adaptive Entrepreneurs Consumers are increasingly seeking flexibility in their lifestyles and are prepared to take risks by rejection of traditional working patterns. 6. View in my Roomers Consumers increasingly want to connect perception and reality, merging digital images with physical space by Augmented Reality technology. 7. Sleuthy Shoppers Investigative consumers are becoming more skeptical of mass-produced products and the motivations of the companies that create them. 8. I-Designers In the desire for personalization and authenticity, buyers increasingly want to connect with or participate in the product creation process. 9. Co-Living Co-Living sees people share spaces and mutual facilities to save money and inspire collaborative ideas or provide comfortable living conditions. 10. The Survivers Despite improving economies, the gap between rich and poor is highly visible and those at the bottom of the pyramid are still struggling with poverty. Source: Euromonitor International Top 10 Global Consumer Trends for 2018.

13. 10 digital trends to watch in 2018: I Social advertising transparency will become a big deal, whether advertisers like it or not Voice search will become too widespread for marketers to ignore – or to get wrong Virtual Reality will show some growth, but Augmented Reality will become mainstream The public image of Big Tech companies goes from clean to dirty – with political consequences With its growing influence at multiple area’s of the media landscape, Amazon is one to watch. Social Advertising Voice VR vs. AR Big Tech Amazon Source: eMarketer Key Digital Trends for 2018, Dec 2017

14. 10 digital trends to watch in 2018: II Source: eMarketer Key Digital Trends for 2018, Dec 2017 The GDPR law will start to change the privacy landscape Marketers can and will take advantage of blockchain Video viewing will gravitate towards very big screens (cinema, plasma TV) and very small screens (mobile) Gains in online-to- offline data will lead to more localized mobile advertising The shift in marketing attention to Gen Z is too quick regarding lack of spending power Privacy Blockchain Digital video Local Mobile Gen Z

15. Entertainment and Media Outlook 2017-2021 New technologies like Artificial Intelligence and Block chain can be used to improve the user experience, something that will become increasingly important. Digital advertising keeps winning ground. Other media types can and will coexist, but they need to keep improving their added value. New privacy laws like ‘EU GDPR’ oppose the ability to use consumer specific data, which will limit the possibilities for (digital) marketers. User experience Multimedia advertisingEuropean privacy law With the growing need for specific targeting, programmatic TV buying will be the ultimate solution in order to reach specific audiences. TV targeting Source: PWC Entertainment & Media Outlook forecast for The Netherlands 2017-2021 The way in which people consume video content will shift more to on-demand viewing, from a mobile device. Video consumption Network capacity The demand for network capacity is increasing and requires significant investments from operators, but competition is putting pressure on pricing.

16. Media spend MEDIA SPEND

17. Competitive reporting in the Netherlands Competitive reporting is based on gross media spend. Bear in mind that most advertisers profit from (heavy) discounting, especially on TV, so the difference with actual spend can be significant. *In the gross spend reporting digital spend is not fully reported. For example, search, social media advertising and video are (partially) excluded. Source: Gross spend: Nielsen, 2017 | Net spend: Nielsen Jaarrapport Netto Media Bestedingen 2017 0 1.000 2.000 3.000 4.000 5.000 Cinema Newspapers Online* Out Of Home Magazines Radio TV €millions Media spend 2017 Gross Net

18. Source: Nielsen, Q1 2018 No. Brand Category Gross spend Q1 2018 1 Corendon Travel € 23,753,690 2 Lidl Retail € 22,836,764 3 Albert Heijn Retail € 19,367,626 4 Coolblue.nl Retail € 16,505,324 5 Jumbo Supermarkten Retail € 16,476,026 6 T-Mobile Telecom € 15,320,609 7 Renault Automotive € 14,266,872 8 Kruidvat Retail € 13,705,943 9 Ziggo Telecom € 12,540,763 10 Vodafone Telecom € 10,447,814 In Q1 2018, retail brands have the highest spends in general

19. Source: Nielsen 2013- Q1 2018 0 1.000 2.000 3.000 4.000 5.000 Cinema Newspapers Direct Mail Door Drops Out Of Home Consumer Magazines Radio TV Trade Press €millions Gross media spend per medium type across time 2013 2014 2015 2016 2017 Q1 2017 Q1 2018 Compared to Q1 2017, gross media spends have increased most for Out of Home. Direct Mail shows biggest decrease.

20. Growth in total net media spend will mainly be a result of increase of digital media spend. Print spend is expected to further decline. 3,968 3,781 3,654 3,730 3,755 3,850 3,929 4,075 4,280 4,499 - 1,000 2,000 3,000 4,000 5,000 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 €millions Forecast net spend -4.7% -3.4% 2.1% 0.7% 2.5% 3.9% 6.4% 5.2% 5,1% -10% -5% 0% 5% 10% Forecast net spend Change (%) to previous year - 500 1.000 1.500 2.000 2.500 3.000 Newspapers Magazines TV Radio Cinema Outdoor Internet €millions Net spend per medium type 2012 2013 2014 2015 2016 2017 2018 2019 2020 Source: ZOG Adspend Forecast Netherlands – June 2018 (1987-2019)

21. In 2017, online ad spend increased in revenue again Total online ad spend (net) Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2017, April 2018 544 609 673 755 848 191 206 225 245 251520 582 615 683 733 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2013 2014 2015 2016 2017 Search Classified Display 1,396 m€ 1,512 m€ 1,683 m€ 1,255 m€ 1,832 m€ +9% YoY

22. 54% 55% 55% 52% 47% 17% 15% 13% 14% 14% 11% 13% 16% 18% 23% 18% 17% 10% 8% 9% 6% 8% 8% 2013 2014 2015 2016 2017 Allocation of display revenue per format (m€) Banners Interruptive Video Other Native Within display formats, online video shows the strongest growth in revenue. The market for banners is declining over the last years. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2017, April 2018

23. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 20 40 60 80 100 120 140 160 2013-HY1 2013-HY2 2014-HY1 2014-HY2 2015-HY1 2015-HY2 2016-HY1 2016-HY2 2017-HY1 2017-HY2 Y/YRevenuegrowth(%) Displayadvertisingthroughprogrammatic channels(m€) Trends of programmatic spend Display advertising through programmatic channels (m€) Y/Y revenue growth (%) Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2017, April 2018 Display advertising through programmatic channels increased by 13% YoY in 2017 HY2, totalling 141 m€ in revenue.

24. 57% 13% 9% 19% 1% Sponsor contracts Sports Art & Culture Lifestyle Society Media (non-spot) In 2017, both the number as the value of all sponsoring contracts decreased compared to 2016. In 2017, 253 new (and renewed) sponsorship contracts were signed. This implies a decrease of 30 contracts compared to 2016. The total value of all contracts in 2017 was €207,000,000 averaging € 818,000 per contract*. The value of all contracts decreased substantially compared to 2016 (€250,000,000). The average price per contract remains about the same. Sport is the most dominant category for sponsoring. The top 20 most valued closed sponsor contracts consists entirely of sport deals, of which half of them concerns football. Source: SponsorMonitor 2018 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). | *Note: The value of contracts differs from the annual sponsorship spend shown on other slides. This can be explained by contracts covering longer periods than just one calendar year.

25. In 2017, both the total sponsor spend as the average sponsor spend have slightly decreased. Top 100 sponsors 2016 2017 Index Total sponsor spend €274,255,000 €264,760,000 97 Average sponsor spend (per brand) €2,742,550 €2,647,600 97 - 100 200 300 400 500 600 Sports Art & Culture Lifestyle Society Media (non-spot) €millions Sponsor spend by type of sponsorship 2011 2012 2013 2014 2015 2016 2017 Source: SponsorMonitor 2018 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)

26. Rabobank continues to have the highest budget for sponsorships. KPN has increased gross spends with 44%. No. Brand Gross spend 2016 Gross spend 2017 1 Rabobank € 32,000,000 € 30,000,000 2 KPN € 12,500,000 € 18,000,000 3 ING € 14,500,000 € 14,500,000 4 Adidas € 14,000,000 € 13,500,000 5 ABN AMRO € 12,500,000 € 13,000,000 6 Ziggo € 11,000,000 € 11,250,000 7 Heineken € 11,000,000 € 11,000,000 8 Nike € 11,000,000 € 10,000,000 9 Amstel € 7,500,000 € 7,700,000 10 Vriendenloterij € 8,500,000 € 7,200,000 Source: SponsorMonitor 2018 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

27. Time spend TIME SPENT

28. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Mobile Desktop, laptop, tablet linear TV Online TV Broadcast Radio Music Streaming Services Print Press Online Press Games Social Networks Time spent per day More than 10 hours 6 to 10 hours 4 to 6 hours 3 to 4 hours 2 to 3 hours 1 to 2 hours 30 minutes to 1 hour Less than 30 minutes Do not use Source: Global Web Index: Q1 2018, base: All adults 16+ Daily time spent on media is highest for desktop/laptop/tablet, broadcast radio, linear TV, mobile, and social media.

29. DEVICE OWNERSHIP AND USAGE

30. With 5% of the Dutch owning VR glasses, they are not (yet) mainstream. Smartphone is the most owned device. 88% 79% 70% 55% 42% 27% 23% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Device Ownership Smartphone Laptop Tablet PC/Desktop Smart TV Gameconsole E-reader VR glasses Source: “Trends in Digitale Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204)

31. Both smartphone penetration seems as the use of Internet on smartphone continuously increases. 39% 45% 48% 58% 65% 67% 70% 76% 80% 80% 83% 88% 0% 20% 40% 60% 80% 100% smartphone penetration Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204); Source: Media Standard Survey 2017 (N= 5.113) 68% 75% 80% 50% 60% 70% 80% 90% 100% 2015 2016 2017 Use of Internet on smartphone

32. Everyone is becoming more mobile over the years with a significant increase of smartphone usage for people older than 50. 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-11 dec-12 dec-13 dec-14 dec-15 dec-16 dec-17 Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204

33. Internet penetration amongst 65+ and lower educated is steadily rising, but still behind other groups. Internet penetration NL 2015 2016 2017 Index compared to 2015 Male 93.4% 94.9% 96,0% 103 Female 90.7% 91.5% 91,7% 101 13+ 92.1% 93.2% 93,8% 102 13 – 19 years old 99.4% 99.4% 99,6% 100 20 – 34 years old 98.8% 99.2% 98,8% 100 35 – 49 years old 97.7% 99.2% 99,2% 102 50 – 64 years old 94.5% 96.6% 97,1% 103 65+ 71.0% 72.5% 76,0% 107 High educated 98.0% 98.3% 98,8% 101 Middle educated 95.0% 96.4% 96,2% 101 Low educated 74.4% 76.3% 78,4% 105 Source: Media Standard Survey 2017 (N= 5.113)

34. Most people have online access at home on a daily basis. Mobile access increases continuously and stays number one device for Internet access. 0% 25% 50% 75% 100% Online access in % 2014 2015 2015 II - 2016 I 2017 2018 78% 7% 4% 1% 0% 0% 0% 2% 1% 4% (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 12% 22% 11% 4% 1% 0% 1% 3% 2% 45% (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: NPDM 2018 , base: total NL 13+Source: NPDM 2014 to 2018, NL 13+

35. WATCHING

36. 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 at every moment. As a result, the way consumers experience video content is changing as well.

37. WATCHING Usage Motivations TV 1. To relax and unwind (59%) 2. To be entertained (57%) 3. Stop being bored (53%) Online TV 1. To be entertained (27%) 2. Stop being bored (26%) 3. To find funny content (26%) Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following things?”

38. 89% Households with digital TV reception 42% Watching TV outdoors* 37% 44% Smart TV penetration 2016 vs. 2017 Source: Media Standard Survey 2017 | *Outdoor TV includes watching at all places other than own home. Trends & developments – I

39. Source: SKO 2012 – 2018 Q1, TA: 6+, Linear TV is all the direct watching. Non linear TV is watching TV content later that day, week or month. Trends & developments – II 178 175 178 168 160 150 166 156 11 11 11 11 10 13 12 17 3 4 5 6 7 8 9 10 4 5 5 6 6 7 7 8 1 1 1 2 0 20 40 60 80 100 120 140 160 180 200 220 2012 2013 2014 2015 2016 2017 2017 Q1 2018 Q1 ViewingTime(minutesperday) Lineare TV Video, DVD & HDR Non-linear (same day) Non-linear (week) Non-linear (28 days) 196 195 199 192 184 196 191 Average viewing time per day has decreased in 2018 Q1 vs 2017 Q1. Watching linear TV is still the norm but non-linear TV is slowly gaining ground. 179

40. Trends & developments – III Music channel XITE offers advertisers a new possibility to buy advertising space programmatically on TV. This can be achieved with a link between the Horizon-box of Ziggo and programmatic network SpotX. Source: https://nos.nl/artikel/2224705-john-de-mol-s-talpa-koopt-persbureau-anp.html | https://nos.nl/artikel/2224775-john-de-mol-begint-eigen-nieuwsrubriek.html | https://www.emerce.nl/nieuws/persoonlijke- programmatic-tvreclame-xite | https://www.emerce.nl/nieuws/ziggo-schaft-analoge-tv-gefaseerd-af Talpa is the new owner of news agency ANP after buying it from Veronica. Owner John de Mol will use ANP for a news show on one of its TV channels. Talpa has 14% market share in the TV landscape with channels SBS6, Net5, Veronica and SBS9. Ziggo is slowly starting to abolish analog TV and will completely digitize its TV offer. Already the largest part of Ziggo’s customers is watching digital television.

41. Dutch TV channels, with advertising possibilities (I/II) STER RTL RTL (Triade) Talpa TV Source: retriever.nl, Q1 2018 Note: RTL Lounge, RTL Crime, Boomerang, Telekids and Crime + Investigation are paid (digital) channels Note: mostly paid (digital) channels

42. Dutch TV channels, with advertising possibilities (II/II) The Walt Disney Company 57 regional channels Note: Disney XD shares a channel with Veronica Source: retriever.nl, Q1 2018

43. In Q1 2018, the satirical program ‘De Luizenmoeder’ on NPO 3 was the most watched TV program. Date Program top 10 Channel GRP’s 1 04-02-2018 De Luizenmoeder NPO 3 31 2 29-03-2018 Passion NPO 1 23 3 10-03-2018 Wie is de mol NPO 1 23 4 07-01-2018 Boer zoekt vrouw special NPO 1 21 5 15-02-2018 Schaatsen OS 10km heren NPO 1 20 6 11-02-2018 Journaal 20uur NPO 1 19 7 18-02-2018 Studio Sport Eredivisie NPO 1 18 8 08-01-2018 Geheime dagboek van Hendrik Groen NPO 1 18 9 18-02-2018 Schaatsen OS 500m dames NPO 1 17 10 16-02-2018 Voice of Holland the finals RTL 4 16 Source: SKO, watching live TV,+ 02:00-26:00 UUR, 13+, Q1 2018

44. 0% 10% 20% 30% 40% NPO RTL/Triade SBS BrandDeli TV market share 2015 2016 2017 2018 Q1 Source: SKO 2015 – 2018 Q1, 02.00-26.00, base: all adults 13+ | Note: Full audit channels only. Because of the 2018 Winter Olympics and other successful shows, NPO shows an increase in market share.

45. Source: SKO 2015 – 2018 Q1, 02.00-26.00 base: all adults 13+ | Note: Full audit channels only. STER RTL/Triade SBS BrandDeli Disney Other 0 5 10 15 20 25 30 % Market share 2015 2016 2017 2018 Q1 In Q1 2018, NPO 1 shows a peek. The market share of all RTL channels is declining. 11% -7% -9%

46. Source: Nielsen, Q1 2017 – 2018 | Note: Only gross spend for TV - * rates for STER (NPO 1,2,3) significantly changed in 2018, with standard pricing regardless of volume SBSRTLSTER BrandDeli RTL/Triade Disney 0 50 100 150 200 250 300 €millions Gross media spend per channel 2017 Q1 2018 Q1 Growth in gross media spend for all SBS channels, significant decline for NPO1* and RTL 5

47. Source: Nielsen, 2013 – 2018 Q1 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 2016 2017 2018 Total spend 2018 Q1: € 798,853,402 Total spend 2017 Q1: € 776,092,875 Total spend 2016 Q1: € 775,678,003 Total spend 2015 Q1: € 728,876,518 TV spend shows a clear seasonality pattern with highest spend levels in Spring and Fall and relatively low spend during Summer. In Q1 2018, gross TV spends were slightly higher than previous years.

48. No. Brand Category Gross spend Q1 2018 1 Jumbo Retail € 15,342,148 2 Albert Heijn Retail € 12,965,558 3 Lidl Retail € 9,584,568 4 Kruidvat Retail € 8,463,950 5 Vodafone Telecom € 7,931,077 6 Omega Pharma Medical € 7,594,092 7 Renault Automotive € 7,462,273 8 T-Mobile Telecom € 7,442,829 9 Corendon Travel € 7,095,355 10 Coop Retail € 7,022,964 Source: Nielsen, Q1 2018 Retail brands are dominating the top 10 advertisers on TV

49. 0% 10% 20% 30% 40% 50% 60% Desktop PC E-Reader Laptop PC Mobile Phone Tablet Multi tasking while watching TV 2013 2014 2015 2016 2017 Q1 2018 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Multi tasking activities 2013 2014 2015 2016 2017 Q1 2018 Source: GlobalWebIndex, 2013- Q1 2018, Base: Internet users NL16+ Mobile becomes by far most popular device for multitasking, which mainly consists of social media, chatting, email and games.

50. 48% 52% 22,10% 21% 18,20% 22,90% 15,80% 0 50 100 150 0% 25% 50% % Index Source: GlobalWebIndex, Q1 2018, Base: Internet Users NL16+, TA: MultiTasker while watching TV (N=795) 22% 39% 18% Low (Bottom 25% income) (index 103) Mid (Mid 50% income) (index 100) High (Top 25% income) (index 106) 0 50 100 150 0% 20% 40% 60% % Agree Index Age groups Interests Income Multitasker is mostly 16-34 years old, has an average to high income and is rather interested in beauty, gaming and fashion.

51. VIDEO ON DEMAND

52. Two options for non-linear TV viewing: On TV screen (smart TV, settopbox, video or DVD recorder) Non-linear TV viewing within 6 days of programming is added to the regular TV viewing ratings. Online (laptop/tablet/mobile) VIDEO ON DEMAND Non-linear TV-viewing (broadcast by traditional broadcasters, i.e. RTL, SBS and STER) Paid professional content via non-traditional broadcasters (i.e. Netflix, Videoland) ‘Video on demand’ definition clarified Non-paid (user-generated/professional/branded) content (i.e. YouTube, Dumpert, LINDA.tv)

53. Trends & developments – I 49% of all Dutch consumers watch paid online video content 69% of all consumers have a paid VoD subscription 14% have two subscriptions 17% have two or more 39% of all VoD subscribers have downgraded their linear TV subscription For consumers without a VoD subscription this is 15% Source: GfK Viewscape 2017, base: NL18+

54. Trends & developments – II Source: https://www.rtlz.nl/tech/videoland-verdubbelt-aantal-klanten-netflix-blijft-eenzaam-aan-top | https://www.emerce.nl/nieuws/youtube-music-youtube-premium-nog-benelux | https://www.emerce.nl/nieuws/tmobile-trekt-stekker-uit-knippr RTL’s video streaming service Videoland doubled its customer base last year. In the last quarter of 2017, Videoland reached 400.000 households and is better able to retain trial users. Paid services ‘YouTube Premium’ (previously ‘YouTube Red’) and ‘YouTube Music’ are launched in several European countries. It is not certain whether YouTube Premium is going to be introduced in the Benelux. KNIPPR, the streaming service of T- Mobile, will end to exist as from June 1st. T-Mobile acknowledges that KNIPPR did not succeed to reach a large audience.

55. Trends & developments – III Source: https://www.emerce.nl/nieuws/ruim-miljoen-nederlanders-kijkt-videostreams-games | https://www.emerce.nl/nieuws/youtube-gaming-groeit-harder-twitch Watching gaming streams rises in popularity in the Netherlands According to Multiscope, almost 1.5 million Dutch watch video streams of gamers. These viewers are mostly men between 18 and 35 years old. Main drivers for watching are entertainment, gameplay and inspiration of gaming streams. Twitch is bigger, Youtube Gaming is growing According to Streamlabs, Youtube Gaming increases faster than Amazon’s Twitch. However, the difference is still significant. Twitch had 788.000 watchers in Q4 2017, Youtube Gaming 7.000. Other competitors like Periscope and Microsoft Mixer are far behind.

56. Main players VoD – non-linear TV viewing Hard disk recorder ‘RTL XL’ & ‘Kijk’ A selection of TV content from the RTL/SBS channels. It also includes previews of shows and a selection of movies and series (mostly paid content). RTL offers content on subscription base; ‘RTL XL Premium’ (€4.- per month). Available via laptop, smartphone, tablet and smart TV. ‘NPO Start (Plus)’ (NPO) TV content from all the public TV channels. Free and 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. ‘KNIPPR’ KNIPPR offers a fixed, online TV subscription with options to extend with additional channels for €11 per month (until June 1st).

57. Main players VoD – non-traditional 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. Ziggo introduced the Movies & Series XL service in 2017. Combined with a TV subscription (including 55 TV channels) it is possible to watch all HBO produced content from the last years on demand. Ziggo subscribers can choose, depending on their subscription, for three different On-Demand subscriptions. Cinema media owner Pathé developed a platform to watch movies at home (pay-per-movie). Available via laptop, tablet, smartphone and smart TV. YouTube offers mostly user-generated content. The first paid channels have already been introduced in Europe. 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, tablet, smartphone and smart TV. In August 2013, RTL took over Videoland. OTHER

58. Positive figures for all VoD platforms. YouTube is dominant VoD channel followed by Netflix. Source: GfK DAM, base: 13+, average monthly reach 2016 – Q1 2018 | Ziggo GO includes Ziggo GO App & Ziggogo,tv 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Video on Demand – average monthly reach YouTube Netflix Ziggo GO RTL XL NPO gemist KIJK.nl Pathe

59. Netflix is especially popular among younger age groups Source: DAM 13+, 2018 Q1 (average monthly reach) | SKO 13+, 2018 Q1, all day, average monthly reach within period |Ziggo GO includes Ziggo GO App & Ziggogo.tv 0% 10% 20% 30% 40% 50% 60% Total 13+ 13-19 years 20-34 years 35-49 years 50-64 years 65 + Monthly reach Netflix Ziggo GO RTL XL NPO gemist KIJK.nl STER: 95% RTL: 95% SBS: 94% STER: 90% RTL: 90% SBS: 90% STER: 97% RTL: 96% SBS: 96% STER: 99% RTL: 98% SBS: 95% STER: 96% RTL: 96% SBS: 94% STER: 93% RTL: 94% SBS: 93%

60. Watching TV on smartphone is gaining popularity Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204) 21% 30% 21% 27% 0% 5% 10% 15% 20% 25% 30% 35% 40% Desktop (PC) Laptop/Netbook Smartphone Tablet Devices used by people to watch television Dec 13 Dec 14 Dec 15 Dec 16 Dec 17

61. 0 50 100 150 200 250 18-34 year 35-54 year 55+ year Minutesperday Online video consumption 3.40 hours 1.30 hours 0.40 hours Big gap in time spend watching online video between age groups. Millennials watch more than 3 hours per day. Source: GfK Viewscape 2017, base: NL18+

62. NPO programs are the most popular for catch-up TV Date Program top 10 Channel GRP’s 1 28-01-2018 De Luizenmoeder NPO 3 9 2 27-01-2018 Wie is de mol? NPO 1 5 3 01-01-2018 Geheime dagboek van Hendrik Groen NPO 1 5 4 30-03-2018 Flikken Maastricht NPO 1 4 5 03-02-2018 Ik Vertrek NPO 1 3 6 29-03-2018 Passion NPO 1 2 7 22-03-2018 Dokter Deen NPO 1 3 8 11-01-2018 Over mijn lijk NPO 1 2 9 17-03-2018 Mindfck NPO 1 2 10 29-01-2018 Good doctor RTL 4 2 Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 13+, Q1 2018

63. Cooking, sports, traveling and special interests are most popular topics for online video content 31% 6% 8% 8% 11% 11% 15% 18% 19% 23% 26% 29% 33% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% None Other Banking (Raising) kids Energy Health Beauty Electronics Cultivate Traveling Sports Hobby Cooking Topics watched – Online video % watched in the last year Source: Online Video Monitor 2017 – SAMR Smartagent Marketingresponse, Base: NL 18-54 69% of Dutch population (18-54) watch online videos

64. Spinnin Records has most video views and subscribers Rank User YouTube Video Views Subscribers Category 1 Spinnin Records 12,589 MIO 21 MIO Music 2 Kwebbelkop 3,115 MIO 8 MIO Games 3 Jelly 2,883 MIO 8 MIO Games 4 Trap City 2,642 MIO 10 MIO Music 5 Armada Music 2,455 MIO 3 MIO Music Source: Socialblade, Top YouTubers in The Netherlands by most viewed | March 2017

65. 75% of the Dutch sometimes watch online TV, videos or movies. YouTube is the most popular channel, followed by Netflix Source: Ruigrok NetPanel, What’s happening online? 2018, 14+ n= 2,516 YouTube users Digital teenagers Millennials GenerationX Baby boomers Music 66% 63% 67% 65% 60% Bloopers/Jokes 36% 42% 38% 34% 31% Tutorials 33% 34% 41% 28% 24% Vlogs 21% 48% 25% 20% 9% Games 13% 31% 21% 8% 1% News/ Journal 17% 15% 11% 15% 23% Most popular content to watch Music videos on YouTube are for all generations The bloopers category is in 2nd place for almost all generations Digital teenagers look at vlogs much more than other generations ‘I watch video content on’: 75% 72% 54% 48% 66% 69% 50% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% Digital teenagers Millennials Generation X Babyboomers YouTube Netflix

66. Watching video via smartphone is getting more popular Source: Ruigrok NetPanel, What’s happening online? 2018, 14+ n= 2,516 51% 44% 22% 8% 59% 59% 32% 14% 0% 10% 20% 30% 40% 50% 60% 70% Digital teenagers Millennials Generation X Babyboomers % Smartphone used to watch videos or movies 2017 2018

67. CINEMA

68. Trends & developments – I Source: https://www.emerce.nl/nieuws/bioscoop-netflix-afstand-houden Popularity of cinemas Cinema keeps breaking records in terms of visitors. Cinema reach increased with +56% over the last ten years. Investments in innovation and technology (IMAX, 4DX) are the biggest reasons for the positive development.The ‘real life experience’ is a positive distinctive value for people to prefer the cinema above a movie night at home.

69. 36 million cinema visitors in 2017 (+5%) €8.38 Average price per ticket €301.9million in ticket revenue in 2017(+5%) Trends & developments – II Source: Bioscoopmonitor 2017, Stichting Filmonderzoek

70. Number of cinema visitors increased in line with film releases - 100 200 300 400 500 0 5 10 15 20 25 30 35 40 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 #Cinemas&FilmReleases Visitorsinmillion # Visitors (million) # Film releases Source: Bioscoopmonitor 2017, Stichting Filmonderzoek

71. Source: Jean Mineur & FoxScreen, 2018 Q1. Data based on period: 04-01-201 to 04-04-2018. Jean Mineur is the dominant player within cinema landscape, both in market share and capacity. #locations #cinema halls #seats #visitors Q1 2018 Pathé (incl. CineMec) 25 202 42,136 3,896,745 Kinepolis 15 103 20,198 858,885 Vue 21 112 21,151 1,030,450 Other 30 142 22.590 1,451,853 Total 91 (65%) 559 (75%) 106,075 (81%) 7,237,933 (86%) #locations #cinema halls #seats #visitors Q1 2018 RSB Cinemas 6 20 2,388 223,886 Kinepolis 2 13 1,659 177,167 Other 40 152 21,076 776,120 Total 48 (35%) 185 (25%) 25,123 (19%) 1,177,173 (14%)

72. In 2017, ‘Despicable Me 3’ was the most visited movie Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2017 | https://www.volkskrant.nl/film/bioscopen-in-2017-drukbezocht-maar-nederlandse-films-zijn-een-stuk-minder-populair~a4555941/ Despicable Me 3 1,338,156 visitors Pirates of the Carribean Salazar’s Revenge 1,017,987 visitors Beauty and the Beast 850,372 visitors Fast & Furious 8 848,174 visitors The Boss Baby 801,190 visitors

73. In 2017, cinema reach per quarter seems to stabilize with more reach in Q2 compared to 2016. 0 5 10 15 20 25 30 35 40 Q1 Q2 Q3 Q4 % Reach per quarter 2016 2017 Source: Bioscoopmonitor 2017, Stichting Filmonderzoek

74. For cinema there is clearly an increase in gross media spend towards the end of the year Source: Nielsen, 2014 – 2018 | Only gross spend for cinema 0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5 4,0 4,5 5,0 GrossMediaspend(in€millions) Seasonality cinema 2014 2015 2016 2017 2018 Total spend 2018 Q1 : 3,359,579 Total spend 2017 Q1 : 3,366,700 Total spend 2016 Q1 : 4,212,792 Total spend 2015 Q1 : 3,307,903

75. Cinema visits strongly increased among age groups 18-23 & 24-29. Reach increased among oldest age groups but remains lowest. Source: Bioscoopmonitor 2017, Stichting Filmonderzoek 75 77 80 77 8… 86 71 83 56 67 48 63 24 44 20 33 0 10 20 30 40 50 60 70 80 90 100 2007 2017 Reachnumbersih% Cinema Reach among age groups (%) 4-11 12-17 18-23 24-29 30-39 40-54 55-64 65+ 2,2 2,3 3,3 3,3 4 6,3 3,3 5,6 1,7 2,7 1,6 2,3 0,9 1,8 0,8 1,6 0 1 2 3 4 5 6 7 2007 2017 Visitfrequency Cinema visit frequency among age group 4-11 12-17 18-23 24-29 30-39 40-54 55-64 65+

76. Frequent cinema visitors are younger than average. High social class for frequent and 50/50 on gender. 51% 49% Profile frequent cinema visitor Source: NOM Print & Doelgroep Monitor 2018, base: total NL 13+ (N= 17.230) | * Frequent cinema visitor is defined as someone who visits a cinema at least once a month Social class % Index A 36% 157 B1 24% 107 B2 21% 96 C 11% 70 D 9% 49 3% 27% 20%21% 18% 11% 13-14 (index 115 ) 15-24 (index 184) 25-34 (index 143 ) 35-49 (index 90 ) 50-64 (index 73) 65+ (index 52)

77. LISTENING

78. MCP: Listening Consumers´ listening patterns are constantly changing. 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.

79. LISTENING Usage Motivations Radio 1. To relax and unwind (38%) 2. To keep me company (30%) 3. To be entertained (27%) Music streaming 1. To relax and unwind (15%) 2. To be entertained (11%) 3. Stop being bored (11%) Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following things?”

80. Trends & developments – II According to radio channels, podcasts are getting more popular lately. The supply and variety of podcasts has increased considerably. The popularity of podcasts Source: https://www.nrc.nl/nieuws/2017/03/28/blijven-wachten-op-een-doorbraak-7524052-a1552074 | Source: GlobalWebIndex, Q1 2018, Base Internet Users NL16+ | https://www.iculture.nl/nieuws/apple-podcast-analytics-beta-start/ 13% of NL population listened to a podcast in the last month What are podcasts? A podcast is an audio file that people can download or stream and listen to at any time and place. On platforms as Google Podcast, Apple Podcast iTunes, Sound Cloud Stitcher and Overcast it is possible to listen and subscribe to podcasts for free. Apple introduces ‘Podcast Analytics’ With Apple’s Podcast Analytics creators of podcasts have the ability to get insights about listening time such as the percentages of people who completely listened an episode and the moment when people quit listening.

81. Trends & developments – II Many changes within the radio landscape. In June 2018, Gerard Ekdom will leave Radio 2 (NPO) for Radio 10 (Talpa). Domien Verschuuren will move from 3FM to Q-music. And last but not least, Edwin Evers announced to end with his program ‘Evers Staat Op’ at Radio 538 in the end of 2018. Source: https://www.radiofreak.nl/edwin-evers-stopt-met-zijn-ochtendshow-evers-staat-op/ | https://www.radiofreak.nl/gerard-ekdom-vertrekt-bij-radio-2-einde-van-een-tijdperk/ http://www.mediacourant.nl/2018/06/domien-verschuuren-verhuist-van-3fm-naar-qmusic/ | https://www.emerce.nl/nieuws/blendle-lanceert-audio | https://www.emerce.nl/nieuws/amazon-music-unlimited-nederland Digital kiosk Blendle launches Blendle Audio. Since January 2018 it is not only possible to read paid articles from newspapers and magazines, but you can also listen to a selection of articles. In December 2017, Amazon has launched Amazon Music Unlimited in The Netherlands. People can individually stream music for €9.99 per month, or with a family subscription for €14.99 per month.

82. Dutch radio stations with advertising possibilities (I/II) STER Talpa Media Solutions Radio Corp Q-Music NL TMG Source: retriever.nl, Q2 2018

83. Dutch radio stations with advertising possibilities (II/II) E-power advertising* FD Mediagroep ORN* Online stations (22) Source: retriever.nl, Q2 2018 * ORN (government) and E-Power are responsible for approximately 30 regional stations

84. Listening time is slightly decreasing over time, mainly because of a decline among the younger age groups (10-39). Source: NLO, TA: NL 10+, 2014-2017 Jan – Dec, All day, listening time in minutes per day 164 88 134 186 209 0 50 100 150 200 250 10+ 10--24 25-39 40-54 55+ Listening time FM per day (minutes) 2014 2015 2016 2017

85. Strong decline of market share NPO 3FM, NPO 1 shows steady increase. 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Market share (%) Mar-Apr 2017 May-Jun 2017 Jul-Aug 2017 Sep-Oct 2017 Nov-Dec 2017 Jan-Feb 2018 Mar-Apr 2018 Source: NLO, 2017, 2018 January - April. Base: NL 10+

86. 0 5 10 15 20 25 30 35 40 45 50 MediaSpend(inMillions) Gross Media Spend 2017 Q1 2018 Q1 Source: Nielsen, Q1 2017 – Q1 2018. Gross spend for radio only. Increase of gross media spend for all Talpa Radio channels. Again, all NPO channels show strong decrease.

87. 0 10 20 30 40 50 60 70 80 90 100 January February March April May June July August September October November December Mediaspend(inmillions) Gross media spend Radio 2013 2014 2015 2016 2017 2018 Source: Nielsen, 2014 – 2018 Q1. Gross spend for radio only. Total spend 2018 Q1 : € 186.095.516 Total spend 2017 Q1 : € 181,989,537 Total spend 2016 Q1 : € 182,788,075 Total spend 2015 Q1 : € 178,544,011 Seasonality of radio shows low spend during summer period and high peak in Q4 (Christmas and top lists at the end of the year).

88. Brand Category Gross spend Q1 2018 1 Renault Automotive € 5,257,138 2 T-Mobile Telecom € 4,788,288 3 Volkswagen Automotive € 4,062,065 4 Ziggo Telecom € 4,039,596 5 Lidl Retail € 3,748,743 6 Kruidvat Retail € 2,958,294 7 Rabobank Financial € 2,649,863 8 KPN Travel € 2,616,016 9 Opel Automotive € 2,350,174 10 TUI Travel € 2,073,818 Source: Nielsen, Q1 2018 Automotive and Telecom are well represented in top 10 off gross radio spends

89. Some clutter in channels aimed at older male audiences. A young and more female station is missing in the radio landscape. Source: NLO, 2018 Q1, TA: NL 10+ Young Female Radio Veronica ‘Oldies’ (music more than 5 years old) BNR Nieuws Radio News SLAM! Dance and new hits Sublime FM Jazz, soul, latin and lounge 100% NL Dutch Male Old

90. More than three-quarters of audio listening still consists out of radio 76% 13% 5% 4% 2% Share listening time Live radio (144 minutes) Music streaming (24 minutes) Own music (10 minutes) YouTube (8 minutes) Podcasts (3 minutes) TV music channel (1 minutes) Source: GfK NLO Audio Distributie Onderzoek 2017 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Listening per device (%) Radio/Stereo TV Portable Radio Desktop Laptop Smartphone Mediaplayer Alarm clock Car Tablet Streaming Audioplayer

91. Spotify and Apple music are the two main players with the highest average monthly (gross) reach Application-based music streaming service. Free and paid subscription options; approximately 50% of the Dutch users are paying for the streaming service. Average monthly reach Q1 2018: 32% Audio platform that originally enabled sound creators to share their created sounds. Streaming music available for free or through paid subscription. Average monthly reach Q1 2018: 7.9% Music application of Apple for streaming music and extension of iTunes. Streaming is only available through paid subscription. The figures below are based on the total reach of the app Apple Music which contains both owned music as a streaming service. Average monthly reach Q1 2018: 25.3% Source: Spotify | DAM 2018, TA: 13+ | https://www.emerce.nl/nieuws/helft-nederlandse-gebruikers-spotify-betaalt-dienst

92. TV is the most popular device for radio listening, but there is a strong increase for listening radio on streaming- network audio player. 0% 5% 10% 15% 20% 25% 30% 35% 40% Dec '12 Dec '13 Dec '14 Dec'15 Dec'16 Dec'17 %Indicatestolistenviadevice Digital radio listening Desktop Laptop Smartphone Tablet Television* Streaming- network audioplayer Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204)*Television was previously reported as SettopBox.

93. Most time spent on online radio via TV. Radio apps are becoming more popular, but Spotify remains dominant. 122 75 66 33 32 22 0 50 100 150 200 250 300 350 400 Average minutes per week TV Streaming-/network player Desktop Smartphone Laptop Tablet 0% 5% 10% 15% 20% 25% 30% SLAM! Radio 10 Nederland.fm 100%NL NPO 3FM Q-music Sky Radio NPO radio 1 Radio 538 NPO radio 2 Spotify Radio Apps (downloaded) Tablet (n=776) Smartphone (n=1064) Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204) “Trends in Digital Media”, GfK Intomart, Dec 2017, base: owners of tablet and/or smartphone and at least one app

94. READING

95. 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 changing the experience of reading.

96. READING Usage Motivations Print 1. To keep me up-to-date (37%) 2. Gives me something to talk about (31%) 3. Find information about products (16%) Online news 1. To keep me up-to-date (47%) 2. Gives me something to talk about (33%) 3. Find information about products (22%) Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following things?”

97. Trends & developments – I In March 2018, Talpa Network of John de Mol takes over ANP news agency. The company acquires all shares from Veronica, who has owned the news agency since 2010. In March 2018, several magazines worked together with advertisers on special editions for specific themes. Elle launched ‘Elle Bloemen’ together with Bloemenbureau Holland. Libelle launched ‘Schoon’ together with Albert Heijn. Privé had a special about ‘High Society’ referring to the exhibition of The Rijksmusem. And &C had ‘Oh Baby’ together with Etos. Source: https://www.nu.nl/economie/5197274/john-mols-talpa-network-neemt-persbureau-anp.html | https://www.adformatie.nl/carriere/wayne-parker-kent-neemt-mama-en-zo-en-jm-ouders-over| http://www.bladendokter.nl/commerciele-specials/ Online publisher Wayne Parker Kent (WPK) takes over ‘Mama en zo’, ‘J/M Ouders’ and the platform ‘Buskruit met muisjes’. These titles were previously owned by Mama Media Group, who became bankrupt in December 2017.

98. The growth of digital use of newspapers seems to have stagnated over the last year across all devices, except for mobile. 38% 20% 20% 35% 22% 24% 39% 27% 28% 36% 27% 27% 37% 30% 27% 36% 34% 25% Pc/Laptop Mobile Tablet 2013 2014 2015 2015 II - 2016 I 2017 2018 Source: NPDM releases: 2013 – 2018 , base: total NL 13+

99. 0 20 40 60 80 100 120 140 January February March April May June July August September October November December Grossspend(inMillions) Seasonality newspapers 2014 2015 2016 2017* 2018 Source: Nielsen, 2013 -2018. Gross spend only. *Note that improved Nielsen registration of newspaper spend in 2017 explains increase compared to previous years. Total spend Q1 2018: € 238,063,829 Total spend Q1 2017 : € 232,113,355 Total spend Q1 2016 : € 190,353,960 Total spend Q1 2015 : € 288,530,127 Light seasonality for newspapers with slightly lower spends during Summer months

100. No. Brand Category Gross spend Q1 2018 1 Corendon Travel € 11,878,119 2 Stip Reizen Travel € 8,911,761 3 Kras Reizen Travel € 6,658,967 4 Koopjedeal.nl Retail € 6,209,916 5 Bolderman Travel € 6,013,784 6 Zadkine Media Media € 4,161,408 7 Effeweg.nl Travel € 3,562,770 8 Stella Automotive € 3,353,602 9 NRC Media € 3,300,583 10 NRC Live Media € 2,983,500 Travel and Retail brands are main newspaper advertisers Source: Nielsen, Q1 2018

101. 0 5 10 15 20 25 30 35 Mediaspend(inmillions) Gross media spend Newspapers 2017 2018 Source: Nielsen, Q1 2017 – Q1 2018. Gross spend for newspapers only. *NRC Doordeweeks is a combination of NRC Handelsblad en NRC Next No major shifts in gross media spend for newspapers

102. AD and De Telegraaf are leading in terms of issue reach Ranking National newspapers Average issue reach amongst NL 13+ (in ‘000s) Average issue reach amongst NL13+ (%) 1 AD Dagbladen 1,240 8.6 2 De Telegraaf 1,221 8.4 3 Metro 847 5.9 4 de Volkskrant 700 4.8 5 NRC (NRC Handelsblad + nrc.next) 460 3.2 6 Trouw 308 2.1 7 Reformatorisch Dagblad 166 1.2 8 Het Financieele Dagblad 145 1.0 9 Nederlands Dagblad 122 0.8 Source: NPM 2018-II , base: total NL 13+ (N=17,312)

103. NOS has the highest reach and visit frequency of the news brands No Top 10 online News brands Q1 2018 Reach (%) Reach (‘000) # Visits (‘000) Avg visit frequency 1 NOS 49,7% 7,128,000 268,941 37,7 2 NU.nl 47,6% 6,819,000 142,463 20,9 3 AD 43,1% 6,173,000 123,762 20,1 4 Telegraaf 42,2% 6,045,000 139,968 23,2 5 RPO 40,1% 5,754,000 113,474 19,7 6 RTL nieuws 25,4% 3,646,000 38,657 10,6 7 de Volkskrant 16,1% 2,308,000 16,630 7,2 8 Apple News 15,1% 2,164,000 119,357 55,2 9 Omroep Brabant 11,7% 1,681,000 26,744 15,9 10 NRC 10,5% 1,499,000 6,740 4,5 Source: GfK DAM, base: 13+, average monthly reach 2018 across all platforms

104. 0 10 20 30 40 50 60 2014 HY1 2014 HY2 2015 HY1 2015 HY2 2016 HY1 2016 HY2 2017 HY1 2017 HY2 2018 Q1 % Average monthly reach All news platforms show slight increase over the last years Source: GfK DAM, base: 13+, average monthly reach 2018, all platforms

105. Source: NOM, 2015 – 2018 Q1 0 2 4 6 8 10 12 14 16 2015 2016 2017 2017 Q2 - 2018 Q1 TotalcirculatedMagazines(inMillions) Circulation figures Magazines Paid circulation Free circulation Circulation figures are more or less stable throughout the years. However, the share of free circulation is slightly growing.

106. Family and culinary show highest circulation figures 0 500 1.000 1.500 2.000 2.500 3.000 3.500 4.000 4.500 Total circulation 2017 Q2 - 2018 Q1 (in ‘000s) Source: NOM, 2017 Q2 – 2018 Q1 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).

107. Source: Nom Print Monitor 2018 – II , base: total NL 13+ (N= 17.081) Many women’s magazines in top 10 magazines Top 10 magazine titles Publication type Average issue reach amongst NL 13+ (in ‘000s) Average issue reach amongst NL13+ (%) Kampioen Family 4,609 31.9 Allerhande Culinary sponsored 4,219 29.2 Libelle Women’s 1,627 11.2 Donald Duck Kids 1,465 10.1 LINDA. Women’s 1,267 8.8 Privé Celebrity 1,101 7.6 Vrouw Women’s 1,081 7.5 Margriet Women’s 1,003 6.9 Quest Science 964 6.7 Veronica Magazine TV magazines 946 6.5

108. 0 10 20 30 40 50 60 January February March April May June July August September Oktober November December Grossmediaspend(inmillions) Seasonality Magazines 2013 2014 2015 2016 2017 2018 Source: Nielsen, 2013 – 2018. Gross spend for consumer magazines only. Total spend Q1 2018 : € 79,368,128 Total spend Q1 2017 : € 84,059,267 Total spend Q1 2016 : € 82,280,271 Total spend Q1 2015 : € 87,307,043 Media spend in magazines peaks in Spring and Q4. In the first quarter of 2018, gross spends are slightly lower than previous years.

109. No. Brand Category Gross spend Q1 2018 1 ANWB Travel/Transport € 1,824,104 2 Voordeeluitjes Retail € 1,322,746 3 Pharos Travel € 895,100 4 Albert Heijn Retail € 820,500 5 Libelle Media € 689,116 6 Corendon Travel € 665,550 7 Elsevier Media € 654,071 8 Kampioen Media € 650,000 9 Otolift Products Professional use € 606,223 10 Persgroep Media € 545,753 Source: Nielsen,Gross spend Q1 2018 Travel, retail and media brands are dominating the top 10 advertisers in magazines

110. 0 1 2 3 4 5 6 7 8 Mediaspend(inmillions) Gross media spend magazines 2017 Q1 2018 Q1 Source: Nielsen, Q1 2017 – Q1 2018. Gross spend for consumer magazines only. Decrease in gross media spend for magazine titles Allerhande and Libelle. Kampioen shows increase and comes close to #1.

111. High consumption of door drops mainly by older generations 91% 86% 82% 78% 73% 64% 62% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Reach % 25% 15% 27% 33% 41% 47% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 13-14 15-24 25-34 35-49 50-64 65+ Heavy users of door drops (> 13.5 titles)Reach per category Source: NOM folder monitor 2017 *Media imperatives are based on frequency of appearance

112. Albert Heijn door drops have highest reach, both print as digital No. Brand Category Reach print (in %) Reach digital (in %) 1 Albert Heijn Supermarket 55.9% 12.4% 2 Kruidvat Drugstore 54.1% 9.7% 3 Lidl Supermarket 45.8% 9.1% 4 Blokker Household 44.7% 5.9% 5 Aldi Supermarket 44.4% 6.6% 6 Hema Household 41.4% 6.5% 7 Mediamarkt Electronic 37.3% 6.2% 8 Gamma House / Garden 37.0% 4.4% 9 Praxis House / Garden 35.4% 4.1% 10 Karwei House / Garden 32.5% 3.3% Source: NOM Folder Monitor 2017

113. ADR has the highest brand reach. Most newspapers have a higher digital only reach than paper only reach. Ranking NOM Mediabrands 2018 Q1 Monthly brand reach* amongst NL 13+ Paper only Digital only 1 ADR Nieuwsmedia 68.2 % 18.5% 27.8% 2 De Telegraaf 47.5 % 15.4% 22.6% 3 Metro 35.4 % 21% 10% 4 de Volkskrant 29.4 % 11.9% 11.7% 5 NRC 26.2 % 7.1% 15.5% 6 Libelle 24.4 % 14.4% 7.1% 7 Trouw 18.8 % 5.6% 11.4% 8 LINDA. 17.1 % 6.8% 8.5% 9 Donald Duck 16.0 % 15.6% 0.2% 10 Vrouw 15.9 % 9.9% 4.9% Source: NOM Mediamerken 2018 Q1 *Unique reach

114. COMMUNICATING

115. MCP: Communicating Human beings are a social species, with communication taking place throughout the day. Face-to-face interaction will not disappear but the younger generations do not 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 common.

116. COMMUNICATING Usage Motivations Mobile 1. To socialize (41%) 2. Stop being bored (40%) 3. To be entertained (37%) PC/Laptop/Tablet 1. Information about products (67%) 2. To keep me up-to-date (60%) 3. To learn new things (58%) Game consoles 1.To relax and unwind (23%) 2. To be entertained (23%) 3. Stop being bored (22%) Social networking 1. To socialize (49%) 2. To keep me company (35%) 3. To be entertained (34%) Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following things?”

117. Social media SOCIAL MEDIA

118. Trends & developments – I Instagram is launching shoppable posts. The ‘shopping’ feature will allow brands and businesses to tag up to 5 products in organic posts which consumers can then tap on the product to find out more information and make a purchase. Snapchat lets users shop via AR Lenses. Advertisers can now add actions (downloading apps, watching video’s and buying products) to the popular augmented reality filters. In the US, personal information of millions of Facebook users has been abused for customized influencing in the Trump campaign. Political consulting firm Cambridge Analytica has copied and stored data against the rules of Facebook. However, Facebook was aware of the data leak. Source: https://www.marketingweek.com/2018/03/20/instagram-launches-shoppable-posts | https://www.adformatie.nl/contentmarketing/shoppable-ar-winkelen-snapchat-lenzen | https://www.nrc.nl/nieuws/2018/03/18/gegevens-50-miljoen-amerikaanse-facebookgebruikers-gelekt

119. Source: Newcom, Dutch National Social Media Survey 2018, TA: 15+ Instagram is fastest growing social media platform, increase of Facebook usage has stabilized. Social media usage

120. Highest usage for WhatsApp and Facebook. Pinterest has surpassed Twitter in usage. Main platforms: 4.1 million Dutch people use Instagram, 2.1 million use it daily 4.4 million Dutch people use LinkedIn, 0.5 million use it daily 8.0 million Dutch people use YouTube, 2.2 million use it daily 10.8 million Dutch people use Facebook, 7.6 million use it daily 11.5 million Dutch people use Whatsapp, 8.3 million use it daily Source: Newcom, Dutch National Social Media Survey 2018, TA: 15+ Other platforms: 0.2 million Dutch people use Foursquare , 68 K use it daily 0.2 million Dutch people use WeChat, 106 K use it daily 0.4 million Dutch people use Tumblr, 137 K use it daily 2.4 million Dutch people use SnapChat, 1.334 K use it daily 2.8 million Dutch people use Twitter, 1.014 K use it daily 3.0 million Dutch people use Pinterest, 871 K use it daily

121. Instagram, Tumblr and especially Snapchat are mainly used by younger age groups Source: GfK DAM, base: 13+, Q1 2018 7% 11% 4% 29% 5% 4% 59% 32% 29% 28% 31% 39% 25% 17% 30% 30% 30% 33% 38% 21% 30% 34% 8% 27% 24% 21% 22% 9% 29% 27% 3% 10%10% 7% 6% 2% 11% 19% 1% Facebook Twitter LinkedIn Instagram Pinterest Google+ Snapchat Tumblr Age distribution of social networking sites in NL 13-19 20-34 35-49 50-64 65 +

122. After a period of growth, Facebook’s account ownership and active monthly users seem to be stagnating in 2018. Source: GlobalWebIndex, 2013 – Q1 2018, Base Internet Users NL16+ 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Account ownership 2013 2014 2015 2016 2017 Q1 2018 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Monthly active users 2013 2014 2015 2016 2017 Q1 2018

123. Account ownership of LinkedIn is stable, but active usage is increasing mainly among Millennials. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Account ownership 2013 2014 2015 2016 2017 Q1 2018 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Monthly active users 2013 2014 2015 2016 2017 Q1 2018 Source: GlobalWebIndex, 2013 – Q1 2018, Base Internet Users NL16+

124. Strong increase of Instagram’s account ownership and activity Source: GlobalWebIndex, 2013 – Q1 2018, Base Internet Users NL16+. Instagram data is available from 2013 Q2 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Account ownership 2013 2014 2015 2016 2017 Q1 2018 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Monthly active users 2013 2014 2015 2016 2017 Q1 2018

125. Active usage and account ownership of YouTube is further increasing 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Account ownership 2013 2014 2015 2016 2017 Q1 2018 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Monthly active users 2013 2014 2015 2016 2017 Q1 2018 Source: GlobalWebIndex, 2013 – Q1 2018, Base Internet Users NL16+

126. Account ownership and active users of Twitter are increasing slightly, mainly among the older age groups. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Account ownership 2013 2014 2015 2016 2017 Q1 2018 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Monthly active users 2013 2014 2015 2016 2017 Q1 2018 Source: GlobalWebIndex, 2013 – Q1 2018, Base Internet Users NL16+

127. Social Media in The Netherlands: privacy concerns are still an issue Source: Newcom, Dutch National Social Media Survey 2018, TA: 15+ 66% is worried about their data being sold 54% is worried about their data in general 57% does not know if they can trust social media 17% has (a lot of) trust in social media

128. SURFING ONLINE

129. Trends & developments – I The current Dutch Cookie law is replaced by the European privacy law (GDPR) in May 2018, to encourage the trust and safety of digital services. According to this law, Internet users don’t have to accept cookies anymore before entering a site. The EU claims that Internet users should have complete access to every site. With only one setting in the browser, you can accept or decline all the tracking-cookies. GDPR will have most consequences for online marketers; (re)targeting will become more difficult if users decide to decline the tracking-cookies. Since for many publishers ad space is the most important source of revenue, it is likely that in the future Internet users have to pay for visiting certain websites. Source: https://www.adformatie.nl/privacy/wat-zijn-de-rechten-en-plichten-van-de-gdpr-straks

130. Trends & developments - II Since February 2018, Google automatically blocks ads in the Chrome browser that do not meet the conditions of the Coalition for Better Ads. In contrast to the industry-feared AdBlock Plus or uBlock, only a small proportion of advertising is expected to be blocked. Hence, there is little resistance against Chrome’s ad blocker. Source: https://www.emerce.nl/nieuws/adblocker-chrome-gaat-vandaag-live

131. Trends & developments – III Virtual Reality & Augmented Reality Almost a fifth of the Dutch (19%) sometimes use VR to enter a different world. In addition, one in six (17%) sometimes use Augmented Reality (AR) with which they can, for example, play Pokémon Go or see how furniture would look in their house. Facebook – Oculus Go VR and AR are far from reality for everyone Google released the first version of ARCore and Google Lens in February 2018. Google Lens is an image recognition application. With platform ARCore people can develop Augmented Reality applications. Google ARCore is the counterpart of Apple's ARKit. ARCore Google At the beginning of 2018, Facebook launched a new VR headset called ‘Oculus Go’. The Oculus Go is a cheaper alternative of the original Oculus Rift and is completely wireless. This VR headset is intended as an entry-level model and costs € 219. Source Ruigrok NetPanel, What’s happening online? 2018, N= 2,516 | https://www.bright.nl/nieuws/artikel/3923016/nieuwe-vr-bril-van-facebook-gericht-op-groot-publiek | https://www.androidplanet.nl/nieuws/google-arcore-gelanceerd-google-lens/

132. 33% 14% 15% 37% 42% 14% 18% 38% 46% 17% 20% 41% 44% 16% 20% 40%39% 14% 17% 37% 43% 18% 20% 39% 49% 23% 24% 45% Social Networks Buying/selling Streaming video Searching for info 2012 2013 2014 2015 2015 II - 2016 I 2017 2018 All online activities increased in 2018 compared to previous years Online activities done ‘often’ – across time Source: NPDM 2012 to NPDM 2018 , NL 13+

133. Activities across platforms are more or less similar, although popularity differs slightly. Shopping is more popular on desktop, but social media and search are present in top 3 of all devices. Source: GlobalWebIndex, Q1 2018, Base Internet Users NL16+ (N= 1300), Have done in the past month 32% 41% 45% 46% 47% 49% 53% 54% 60% 63% 68% 71% 78% Used an online encyclopedia such… Searched for a product or service… Used a webmail service to access,… Visited an online retail site or store… Uploaded / shared a photo Used an internet banking service Checked the weather online Used a map or directions service /… Visited a news website / app / service Watched a video clip or visited a… Visited / used a search engine Used a chat or instant messaging… Visited / used a social network Top 10 - Mobile 34% 35% 43% 49% 51% 52% 54% 57% 62% 70% 76% 87% Used a price comparison service Checked the weather online Used an online encyclopedia such as Wikipedia Used an internet banking service Visited a news website / app / service Purchased a product online Used a webmail service to access, read or send emails Watched a video clip or visited a video-sharing site Searched for a product or service you want to buy Visited an online retail site or store such as Amazon Visited / used a social network Visited / used a search engine Top 10 - PC / Laptop 12% 13% 14% 15% 15% 16% 17% 17% 23% 23% 28% 35% 38% Purchased a product online Used a map or directions service / app Used an online encyclopedia such as… Checked the weather online Used a chat or instant messaging… Used an internet banking service Searched for a product or service you… Used a webmail service to access,… Visited a news website / app / service Visited an online retail site or store… Watched a video clip or visited a… Visited / used a social network Visited / used a search engine Top 10 - Tablet

134. In 2017, the # of apps stabilizes at 28 (mobile) and 24 (tablet) 0 10 20 30 40 50 Smartphone Average number of mobile apps 2011 2012 2013 2014 2015 2016 2017 0 10 20 30 40 50 Tablet Average number of tablet apps 2011 2012 2013 2014 2015 2016 2017 Average # of apps on mobile in 2017: 28 Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204) Average # of apps on tablet in 2017: 24

135. Google is leading in terms of reach Source: GfK DAM, base: 13+, average monthly reach- Q1 2018 (all platforms) No. Top 10 brands Average monthly reach 1 Google (excl YT) 90.5% 2 Facebook 85.7% 3 Google Search 85.3% 4 YouTube 82.8% 5 Google Maps 74,0% 6 Bol.com 70.7% 7 WhatsApp Messenger 68.3% 8 Gmail 61.1% 9 Marktplaats 59.6% 10 Facebook Messenger 57,0%

136. For mobile, Google and Facebook dominate the top 10. YouTube is leading in reach on tablet Source: GfK DAM, base: 13+, average monthly reach Q1 2018 26% 26% 29% 31% 33% 39% 45% 49% 49% 51% 68% ING Bankieren Instagram Drive Google Play-services Gmail Google Search Facebook Messenger YouTube Google Maps Facebook WhatsApp Messenger Overall top smartphone apps Phone Reach % 13% 13% 14% 15% 19% 22% 22% 23% 31% 38% Marktplaats Ziggo Apple Music NOS Gmail Google Search Google Maps Facebook Messenger Facebook YouTube Overall top tablet apps Tablet Reach %

137. Retail, telecom and financial brands are main digital advertisers No. Brand Category Gross spend Q1 2018 1 Coolblue.nl Retail € 13,711,555 2 Appnexus Telecom € 7,929,046 3 Bax-Shop.nl Retail € 4,423,760 4 Gsmacties.nl Retail € 4,229,812 5 Grammarly Software Telecom € 3,334,701 6 Findio Financial € 3,319,080 7 SNS Financial € 2,862,737 8 Wix.Com Software Telecom € 2,727,426 9 D-Reizen Travel € 2,334,577 10 Dela Financial € 2,147,965 Source: Nielsen,Gross spend Q1 2018

138. Digital ad formats (I/II) - Standard IAB Source:http://nextday.media/producten/ Half-page ad 300x600 Full banner 468x60 Leaderboard 728x90 Billboard 970x250 Large rectangle 336x280 Medium rectangle 300x250 Wide Skyscraper 160x600 Skyscraper 120x600

139. Currently, 59% of all digital ads are in view and 39% are in view for at least 5 seconds (Quality View). DMA Institute is an international digital media auditing and quality assurance service empowering digital leaders and organizations in “Assessing The True Value Of Digital Media’’. With DMA you can measure the time for which the ads have been visible, which audience has seen the ad and which sites and placements provided conversions for the brand. Source: DMAI Year End 2016 + 2017 Visibility Benchmarks *In View: impression that has been in view for longer than 1 second. ** Quality View: an impression that has been in view for longer than 5 seconds. 0% 10% 20% 30% 40% 50% 60% 70% Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 DMA visibility benchmarks In View* Quality View*

140. Search Advertising: SEA vs. SEO Paid Search Results (SEA) Organic Search Results (SEO) Rich snippet (SEO) Google Shopping (SEA)

141. New ways to search by voice and image Source: Global Web Index: Q1 2018, base: All adults 16+ (N= 978) 13,7% used voice search or voice command tools In last month

142. The usage of ad Blockers is slightly increasing over time, especially among older people. Source: GlobalWebIndex, 2014- Q1 2018, Base Internet Users NL16+ 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Total 16-24 25-34 35-44 45-54 55-64 Using services such as Ad Block in the past month 2014 2015 2016 2017 Q1 2018

143. Strong growth figures for online consumer spends and purchases 8.200 9.000 9.800 10.600 13.730 16.090 20.060 22.500 6 7 8 9 10 11 12 13 14 0 5.000 10.000 15.000 20.000 25.000 €billions Online shopping spend People buying online +10% +9% +8% +30% +17% E-commerce +13% Top 5 branches increase in online spend Q1 2018 18% 18% 23% 34% 42% Event tickets Consumer Electronics Health & Beauty Toys Food/Nearfood Source: Thuiswinkel Marktmonitor Q1 2018 | https://www.thuiswinkel.org/nieuws/3759/q1-2018-goed-voor-6-25-miljard-aan-online-aankopen Online spends Q1 2018: 6.25 billion (+ 13%) Forecast 2018: 26.3 billion (+17%) Number online purchases Q1 2018: 51.98 million (+ 17%) +25% millions

144. ON THE GO

145. MCP: On the Go On average people spend one hour per day On the Go. Time spent On the Go is stable over the years but the possibilities for brands to get in contact with consumers during these moments are increasing. This is mostly due to increased smartphone and mobile Internet penetration, but also due to new and innovative digital OOH media solutions.

146. Trends and developments CS Digital Media has started the upgrade of its screen network in the Dutch public transport. All screens are replaced by newer alternatives, either bigger or with higher resolution. Next to metro stations of Rotterdam and the stadium of PEC Zwolle, CS Digital Media will soon expand to Amsterdam and Antwerp. The Hague definitively allocates the tender of information displays to JCDecaux. As a result, JCDecaux’s digital display network ‘Métropole’ will expand to the total Randstad area of Amsterdam, Utrecht, Rotterdam and Den Haag. Source: https://www.emerce.nl/nieuws/cs-digital-media-upgradet-netwerk-digitale-abris | https://www.adformatie.nl/nieuws/den-haag-wijst-gunning-informatievitrines-definitief-toe-aan-jcdecaux

147. Factsheet Outdoor Source: VivaKi, June 2018 Publisher Objects Location JCDecaux Ad shells/6s, billboards, digital screens, odd-sized objects, trams, ferryboat Bus and tram stations, streets ExterionMedia Ad shells/6s, billboards, digital screens, buses/trams, railway stations, posters and screens in shopping centres, touchscreens Street, shopping areas, public transport stations Clear Channel Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations, digital screens Street, schools, highway, tube- and parking Interbest Masts near highways Highways Centercom (digital) Posters in supermarkets, special columns, A0,A1, A2 frames Streets, supermarkets MMD Media Shelters, digital screens, billboards, busses, airports, petrol stations Street, transport – airports, petrol stations Hillenaar Outdoor Ad shells/6s, billboards, digital screens, masts, megaboard, TenQ Streets, highway, schools OOHA Media Masts, LED masts Streets, highway Blowup Media Scaffolding large formats & digital screens large format Streets Schiphol Media Big variety of media at Schiphol Airport Amsterdam Airport OV Media Buses, A3 posters in buses Buses, tram Altermedia Toilet ads, taxi ads and truck ads, cars, beer mats Leisure indoor and public transport Boomerang Media Toilet ads, Freecards, beer mats Leisure indoor horeca NGage Digital screens large format, NS and streets, digital screens in buses Public transport stations, streets, busses

148. Total reach per vendor is highest for age group 20-34. JCDecaux is dominant in billboard advertising. 68% 77% 77% 67% 63% 59% 67% 74% 77% 68% 62% 57% 69% 72% 74% 71% 68% 61% 24% 27% 28% 25% 23% 21% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Shelters Exterion (5,987 sides) JCDecaux (10,348 sides) Clear Channel (8.092 sides) MMD (660 sides) 31% 38% 39% 29% 29% 28% 59% 60% 63% 61% 61% 52% 38% 40% 40% 35% 36% 32% 8% 9% 10% 8% 8% 8% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Billboards* Exterion (1.064 sides) JCDecaux (721 sides) Clear Channel (378 sides) MMD 92 (sides) Source: BRO, March 2018, database version CAFAS 21.1 | Reach is based on total sights per vendor. |* From Q4 2017, Exterion has digital screens in stead of billboards.

149. 0% 10% 20% 30% 40% Share of gross media spend OOH 2013 2014 2015 2016 2017 2018 Q1 Outdoor market is dominated in spend by 4 main players Source: Nielsen, 2013 – Q1 2018. Gross spend for out of home only. Others

150. Outdoor advertising shows pretty stable levels of ad spend through the year. Higher spend in March 2018 compared to previous years. Source: Nielsen, 2013 – Q1 2018 Gross spend only 0 10 20 30 40 50 60 70 January February March April May June July August September October November December Outofhome grossmediaspendinmillions Out of Home Seasonality 2013 2014 2015 2016 2017 2018 Total spend Q1 2018: € 126.905.782 Total spend Q1 2017: € 128,815,740 Total spend Q1 2016: € 124,190,866 Total spend Q1 2015: € 115,064,773 Total spend Q1 2014: € 125,583,081

151. Brand Category Gross spend Q1 2018 1 Lidl Retail € 3,328,487 2 Corendon Travel € 3,020,035 3 T-mobile Telecom € 2,518,230 4 McDonalds Fastfood € 2,427,045 5 Tele2 Telecom € 2,355,449 6 Heineken Alcohol € 2,246,986 7 Simpel Telecom € 2,010,125 8 Youfone Telecom € 1,626,766 9 Samsung Electronics € 1,626,546 10 Socialdeal.nl Media € 1,280,487 Source: Nielsen, Q1 2018. Gross spend only. Lidl has the highest gross media spend within OOH advertising. Telecom companies are strongly represented in top 10.

152. Street shelterMast Billboard Standard formats

153. Aerial advertisingScaffold Sampling Alternative formats I

154. Alternative formats II Public transport Street objects Toilet advertising

155. Share of Spend for Digital Out of Home is showing small growth 89% 11% 2017 OOH DOOH 91% 9% 2016 OOH DOOH It is expected that the increase in gross spends will continue in 2018. PwC Outlook predicts that in 2019 the share of spends of DOOH will rise to 40% of the total OOH market. Source: Nielsen 2015-2017, Gross OOH spends | PwC Global entertainment and Media Outlook 2017-2021 Gross media Spend

156. MAAIKE DE VRIES Insights & Data Director maaike.de.vries@starcom.nl This media landscape presentation will be updated every quarter. For comments & questions, please contact the Starcom Insights & Data team. SANDER GEERLING Human Experience Strategist sander.geerling@starcom.nl MARJO VAN DEN AKKER Insights & Data Consultant marjo.vandenakker@starcom.nl

157. APPENDIX

158. TV audience measurement I ‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the Netherlands. SKO is a non-profit organization, organized as a Joint Industry Committee (JIC). The Media Standard Survey is used for weighting. The television audience measurement provides information on how many people watched a program, when they watch tv and what their characteristics are. Viewing data is collected second-by-second by means of a metering system that is installed at 1,250 house holds (2,750 persons) which is representative for the Netherlands. Ratings are reported minute-by-minute for channels received in the Netherlands independent of the way their signal is distributed. Source: www.kijkonderzoek.nl

159. CENSUS DATA By using VAST technology for online video (IAB standard). Incl. Desktop, Mobile and Tablet PANEL DATA Who is watching? What is % reach? DATA FUSION ONLINE VIDEO TOTAAL(RTL, NPO, SBS only) TV TOTAL (Linear & non-linear; via TV screen) Existing TV audience measurement II The core of the audience measurement is the common currency (TV Total). The measurement includes guest viewing in the panel households and time shifted viewing (on the day of broadcast plus the next six days). In order to achieve Video Total (TV + Online Video) SKO measures census data for online video and combines this with panel data to calculate the Online Video Total. Video Total was launched in April 2017. 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

160. Digital audience measurement In 2015, de Verenigde Internet Exploitanten (VINEX) and Stichting KijkOnderzoek (SKO) have started het Nederlands Online Bereik Onderzoek (NOBO). NOBO, run by Kantar TNS, is the new currency for digital reach in 2016. NOBO is a collaboration involving more than twenty major media companies. Participating online media are provided with a tag. To also include global players like Facebook, NOBO has built-in an additional module that can report non- tagged sites. NOBO is linked to SKO for online video. Also NOM is involved for digital reach of magazines and newspapers. DAM Source: GfK April 2017 | http://www.adformatie.nl/nieuws/nederlands-bereiksonderzoek-nobo-officieel-van-start There are two providers of digital audience ratings in the Netherlands: DAM and NOBO.

161. Radio audience measurement NLO is a non-profit organization, organized as a Joint Industry Committee (JIC). The radio audience ratings are based on a log of a panel of 7,500 respondents. The Media Standard Survey is used for weighting. NLO has developed a new technique for measuring listening behavior. A portable electronic device with audio-matching technique will eventually replace the Radiolog. The new technique calculates radio reach per minute instead of per 15-minute interval. The release date is not announced yet. Source: NLO press release | 3 April 2017 ‘Nationaal Luister Onderzoek’ (National Listening Research) is the primary provider of the official radio audience ratings in the Netherlands.

162. Print audience measurement NOM (Nationaal Onderzoek Multimedia) is responsible for carrying out and reporting the national readership figures for daily newspapers and magazines. It reports average issue readership (AIR), which is a currency for newspapers and magazines in The Netherlands. From 2015, NOM also reports the average circulation figures and digital census data of newspapers, magazines and business magazines. Source: http://www.nommedia.nl | 21st April 2017 NOM is organized as a Joint Industry Committee (JIC), and was founded in 2001. In addition to the print currency, NOM also conducts a follow-up survey, asking about brand & product usage as well as a host of lifestyle questions and various areas of interests and hobbies. The combined survey, called NPDM, includes the print data as well as social demographic- and lifestyle data and media usage. The data is based on 19,000 respondents (NL 13+) and weighted to be nationally representative. It is published ones a year via a special software package. In 2017, NOM launched a new product: NOM Mediamerken which reports the combined reach of print and online of news media and magazines.

163. Out of home audience measurement I ‘Het Buitenreclame Onderzoek’ (BRO) is the primary provider of the official OOH audience ratings in the Netherlands. With the launch of BRO in 2011, the new currency for audience measurement was avaliable for OOH: VAC, the visibility adjusted contact. Source: Het Buitenreclame Onderzoek, 21st April ‘17 VAC is based on multiple data sets regarding people, movement and object classification: Measuring of all traffic (Mobiliteitsonderzoek Nederland; Field research to travel behaviour (TNS); Inventory and classification of street objects; Differentiates visibility between location of objects (near pathway, railway stations, shopping centres, supermarkets, parking garages, petrol stations and traffic advertisement).

164. Out of home audience measurement II For measuring all traffic TNS has carried out a travel survey over a period of nine months (N=10.637). The ‘Gouden Standaard 2010’ is used for weighting. For this study the Netherlands has been 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 analysed via specialist software developed by BRO: Cafas. Pre-defined male/female target audiences (13-75 years old) can be used. Source: Het Buitenreclame Onderzoek, 2nd september ‘15

165. Cinema audience measurement Commissioned by the ‘Nederlandse Vereniging van Bioscopen en Filmtheaters (NVBF)’ and ‘Filmdistributeurs Nederland (FDN)’, ‘Stichting Filmonderzoek’ periodically studies the range of cinemas /movie theatres, the frequency of visits and the market share of Dutch cinema visitors. This provides insight into cinema behavior of the Dutch population. For the ‘bioscoopmonitor 2016’, quarterly fieldwork took place among a core group of panel members (N= 11,422) of CentERdata and young panel members of LISS panel. The panel members were asked whether – and if so, how often – they have been visited the cinemas and/or movie theatre in the previous quarter and whether they have visited a Dutch movie.

166. Media:tijd & Crossmedia:tijd Media:tijd is the most recent study released in Q2 2016 and covers time spend of Tuch consumers in 2015. The first release was in 2014 (data of 2013). Media:tijd is a collaboration between: Since Q2 2015 Crossmedia:Tijd is available. Crossmedia:Tijd is a fusion of data from multiple reach and time spend currencies: Source: Media:tijd 2015 (9 september – 11 oktober 2013) (1 juli 2012 – 30 juni 2013) (1 juli 2012 – 30 juni 2013) (28 april 2014 – 26 mei 2014) (26 augustus – 17 november 2013) The Crossmedia:Tijd study enables to create campaign scenarios by using cross media reach. BRO (JIC out of home reach measurement) has announced that the OOH reach study will also be part of the next Crossmedia:Tijd data fusion.

167. Nielsen Ad spend measurement Nielsen measures the gross ad spend in more than 1,300 individual channels / titles in 10 media types:  Television -Spot and billboards  Radio -Spot  Internet - Display (desktop, tablet, smartphone) - Video (desktop, tablet, smartphone)  Consumer magazines  Newspapers - National and local  Consumer magazines  Trade magazines  Out of home  Cinema  Door drops  Direct mail The ad spend calculation is based on rate card. Discounts or special price agreements are not taken into account to ensure a fair comparison of the media pressure between brands and media. The ad spend data is updated twice a week.

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