Dutch media landscape 2014 Q2 update by Starcom

1
The Netherlands
STARCOM
Media Landscape 2014 Q2 Update

2
CONTENT
THE NETHERLANDS –GENERAL STATS & FIGURES
OVERALL TRENDS & RANKINGS
MEDIA SPEND
TIME SPEND ANALYSIS
MEDIA TRENDS INCL. MULTI SCREEN
TELEVISION
RADIO
DIGITAL
PRINT
OUTDOOR
CINEMA

3
THE NETHERLANDS GENERAL STATS & FIGURES

4
16.193
16.859
15.500
16.000
16.500
17.000
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014juni
Population (in ‘000s)
Dutch population is still growing and getting older, with the number of single person households increasing
2.384
2.804
4.612
4.786
2,28
2,18
1,0
1,3
1,6
1,9
2,2
2,5
0
2.000
4.000
6.000
8.000
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014juni
Averageno. of peoplein HH
Numberof HH (in ‘000s)
Household size
Single person household
Multiple person household
Average no. of people in HH
Source: CBS, Statline, Sept 2014
38,6
41,0
37
38
39
40
41
42
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014juni
Average age

5
-50
-40
-30
-20
-10
0
10
20
30
2007 Jan
2007 May
2007 Sep
2008 Jan
2008 May
2008 Sep
2009 Jan
2009 May
2009 Sep
2010 Jan
2010 May
2010 Sep
2011 Jan
2011 May
2011 Sep
2012 Jan
2012 May
2012 Sep
2013 Jan
2013 May
2013 Sep
2014 Jan
2014 May
Difference % positive and negative answers
Consumer confidence
In 2014, consumer confidence is climbing back up from an ultimate low in 2013
Source: CBS, Statline, Sep 2014
Despite the economic crisis, disposable HH income hasn’t actually declined and is increasing slightly in 2013
28,3
29,0
29,4
30,6
32,6
33,1
33,3
33,2
33,1
33,2
33,6
0
10
20
30
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
€(in ‘000s)
Annual disposable HH income

6
The effects of the difficult economic climate are still felt, but first signs of recovery are evident
KeyEconomicIndicators NL
2011
2012
2013
2014
2015
Inflation
2.3%
2.25%
1.75%
1%
1.25%
Economic growth
1.2%
-1.75%
-0.75%
0.75%
1.25%
Purchasing power*
-1.0%
-2.1%
-1.4%
1.5%
0%
Unemployed (in ‘000s)
389
469
600
620
605
Unemployment %
5.4%
5.3%
6.7%
7%
6.75%
Source: CPB, Kerngegevenstabel 2011-2015, Aug 2014 (*Median all households)

8
SoLoMois now
Social
Local
Mobile
Mobile technology makes it possible to reach people anywhere, anytime
Social media connects people worldwide with events, activities and each other
Increasing ability for brands and organizations to respond to people’s whereabouts and out-of- home activities

9
Source: trendwatching.nl, 10 crucialconsumertrends for2013
10 crucialconsumertrends of 2013
“Consumers are becoming more involved in the financing and development of new products and brands”
“Emerging markets that serve other emerging markets. Worldwide”
“Multitasking shall be hyper- tasking: 2013 becomes the year of micro convenience, mini digital experiences and digital snacks”
“The time has come for products that also give back”
“Apps are the new drug”
“Show off the new 'it' cultures”
“Consumers wish 'useful' or even profitable data”
“Local production is the new service economy”
“Not only transparent, but also open, exposed and proud ;-)“
“Brands will ask contribution of their customers”

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

11
6 Obvious and 6 less obvious trends
More digital
More mobile
More social
More emerging markets.
More agile/speedy
More data-driven
The future is digitaland analog
For example, mobile connects digital with the real world when sharing content or checking-in
The future is about self-marketing
On social media, consumers have the ability to express themselves more and more
Less advertising. More utilities& service
Brands more and more develop apps which facilitate life
The future of TVwill come from the slime
Start-ups like Netflix and YouTube are changing TV behavior
Future is more access, less ownership
Services like Spotify replace the need of ownership (of cd’s)
Marketing is a huge growth category
Source: RishadTobaccowala, Chief StrategyandInnovationOfficer, SMG HES Republic, October2013

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

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

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

16
Gross investment is increasing, although net media spend doesn’t show the same increase yet.
Media spend vs. industry spend
Net Media Spend
Spend data as reported by buying managers
Source: Nielsen Annual Net Media Spend Report 2013
Gross investment business sector
20%
10%
5%
15%
0%
-5%
-15%
-20%
-10%

17
FMCG, Government, retail and telecom dominate the top Dutch advertisers
No.
Advertiser
Category
Gross spend in €2014 1HY
1
Unilever
FMCG
136.085.898
2
RVD
Government
74.851.733
3
Ahold
Retail
74.556.103
4
Jumbo
Retail
66.458.222
5
KPN
Retail
63.371.036
6
ASWatson
Retail
60.171.074
7
Persgroep
Media
51.281.253
8
Procter& Gamble
FMCG
50.777.581
9
Lidl
Retail
46.799.170
10
Vodafone
Telecom
43.215.479
Source: Nielsen, 2014 1HY, data run off on 4 September 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

18
When looking at individual brand level, retailer Kruidvat comes out on top followed by three big supermarket concerns
No.
Brand
Category
1
Kruidvat
Retail
55.124.273
2
Albert Heijn
Retail
54.381.895
3
Lidl
Retail
52.221.351
4
Jumbo
Retail
43.358.760
5
Ziggo
Telecom
34.466.690
6
KPN
Telecom
34.359.937
7
Kras
Travel
33.464.259
8
Vodafone
Telecom
29.086.324
9
C1000
Retail
27.999.776
10
McDonald’s
Fastfood
26.937.172
Overall, retail stores dominate, with 5 retail brands amongst the top 10. Telecom is next with 3.
Source: Nielsen, 2014 1HY, data run off on 4 September 2014

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

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

21
€790
€954
€1.068
€1.158
€1.255
16%
19%
22%
25%
28%
0%
10%
20%
30%
0
500
1.000
1.500
2009
2010
2011
2012
2013
% of total net ad spend
€millions
Total internet net spend
Total internet net spend
Share of internet spend (of all net spend)
Internet spend is still steadily increasing YoY. In 2013 this increase can be attributed to higher spend in display
€410
€460
€530
€625
€520
€205
€302
€336
€338
€544
€175
€192
€202
€195
€191
0
500
1.000
1.500
2009
2010
2011
2012
2013
€millions
Internet net spend per type
Classifieds, Directories, Listings
Display
Search
Source: Nielsen AnnualNet Media Spend Reports2010, 2011, 2012 and2013. “Classifieds, Directories, Listings” containsspendon peer-to-peer/2nd hand online shoppingsites (e.g. Marktplaats/Ebay) or YellowPages-type online directories (e.g. Telefoongids)

22
Growth is predicted in media spend mainly due to a steady rise in Internet spend
3.967
3.770
3.756
3.837
3.911
3.986
3.600
3.700
3.800
3.900
4.000
4.100
2011
2012
2013
2014
2015
2016
€millions
Forecast net spend
0,8%
-5,0%
0,0%
2,2%
1,9%
1,9%
-6%
-4%
-2%
0%
2%
4%
Forecast net spend
Change (%) to previous year
Source: ZOG AdspendForecast Netherlands –June 2014 (1980-2016)
-
500
1.000
1.500
2.000
Newspapers
Magazines
TV
Radio
Cinema
Outdoor
Internet
€millions
Net spendper medium type
2011
2012
2013
2014
2015
2016

23
In 2013, total sponsor spend decreased with 6% (top 100 sponsors) compared to 2012. This is mainly caused by less sponsor spend in sport
Source: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded)
Totalspendtop 100 sponsors
2012
2013
Index
Total sponsor spend
€311,805,000
€293,835,000
94
Average sponsor spend (per brand)
€3,118,050
€2,938,350
94
-
100
200
300
400
500
600
Sports
Art & Culture
Entertainment
Society
Media (non-spot)
Sponsor spendin mio€
Sponsor spend 2010-2013
2010
2011
2012
2013

24
61%
9%
13%
6,50%
10,50%
Sponsor contracts
Sports
Art & Culture
Entertainment
Society
Media (non-spot)
In 2013, 304 new (and renewed) contracts were closed. In 2012, this number was slightly higher (316)
Source: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.
The total value of all contracts in 2013 was €205,442,500; average €675,797 per contract. This means that fewer contracts summed up to an approximately equal amount as 2012 when the total value was € 208,297,500 (average €659,169).

25
No.
Brand
Gross sponsor spend in €2013
1
Rabobank
€36,000,000
2
Nike
€15,000,000
3
AEGON
€13,250,000
4
adidas
€10,900,000
5
ABN AMRO
€10,500,000
6
KPN
€7,600,000
7
Philips
€7,050,000
8
VriendenLoterij
€6,600.000
9
Essent
€6,100,000
10
McGregor
€6,000,000
Rabobank, Nike andAEGON have been the top sponsors forseveralyears
Source: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.

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

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

29
Watching and listening (online or offline) are most time consuming media activities
3
2,88
0,77
1,22
0,27
0,55
0,18
2,32
3,35
0,82
0,8
0,41
0,42
0,07
0
1
2
3
4
Listening(online oroffline)
Watching(online oroffline)
Reading(paper orelectronic)
Communicate(throughmedia)
Gaming(electronic)
Internet other
Media other
Hoursper day
Media activities –Average time spent per day
Weekdays
Weekend
Definitions
Listening: to radio, (own) music/audio –offline, online or apps + live or non-linear
Watching: TV-programs, videos or pictures -offline, online or apps + live or non-linear
Reading: books, magazines, newspapers, door drops, newsletters –offline, online or apps
Communicate: text messages, chat, e-mail, social media, forums, letters –offline, online or apps
Gaming: consoles or game websites -offline, online or apps –except for board games and gambling
Internet (other): online shopping, e-banking, search information -offline, online or apps
Media (other): administration on computer, installation and use software

30
Media consumption is high throughout the day but shows strongest peak in the evening; listening in daytime, watching in the evening
0
10
20
30
40
Minutes
Media activities on an average day
Listening (online or offline)
Watching (online or offline)
Reading (paper or electronic)
Communicate (through media)
Gaming (electronic)
Internet other
Media other

31
MEDIA TRENDS, INCL. MULTI SCREEN

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

33
‘Trends in DigitaleMedia’ shows the same pattern. Tablet ownership increased with 0.8 million new users in 1stHY 2014.
6%
14%
14%
14%
23%
14%
34%
14%
44%
11%
53%
9%
56%
7%
Own a Tablet/iPad
Intention to purchase Tablet/iPad
Historical development: tablet ownership and purchase intent
June 2011
December 2011
June 2012
December 2012
June 2013
December 2013
June 2014
7.4 million users
Source: Trends in Digital Media, GfK Intomart, June 2014; base: online population 13+ (N=1,008)

34
93% of Dutch households have internet access at home. Internet access ‘on the go’ increase rapidly.
90%
44%
13%
26%
4%
20%
5%
92%
45%
12%
29%
5%
28%
4%
93%
45%
14%
34%
5%
37%
4%
Internet access by location
2011
2012
2013
Source: Media Standard Survey 2011/2012/2013 (n = 5,100); Base = Total NL 13+

35
Radio and internet popular on the go via smartphones. TV not jet popular on the go.
93%
34%
37%
45%
5%
14%
4%
67%
64%
27%
3%
6%
98%
34%
9%
4%
3%
2%
4%
Place of access by medium type
Internet
Radio
TV
Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+,(* location isn’t asked for each medium type)

36
Watching TV still most popular via traditional TV set, but also occurs a lot via PC/Laptop (23%). TV via tablet is rising (17%). Internet use via mobile (49%) and tablet (35%) is also popular.
Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+, (* device isn’taskedforeachmedium type)
66%
23%
33%
12%
10%
58%
15%
33%
12%
10%
49%
9%
19%
6%
13%
35%
17%
16%
6%
5%
95%
20%
6%
5%
1%
72%
79%
Medium type per device
Laptop
PC/desktop
Mobile phone
Tablet
Traditional TVset*
TV with internetaccess*

37
Smartphone and tablet ownership increased where ownership of other devices decrease. Overall, the couch is most favorite location for portable devices
Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008) | * Game consoles measured since June 2014
76%
70%
65%
56%
26%
18%
0%
20%
40%
60%
80%
100%
Ownership devices
dec-12
jun-13
dec-13
jun-14
0%
20%
40%
60%
80%
100%
Locationof usage
Laptop/netbook
Smartphone
Tablet
E-reader

38
Second screen definition
SECOND SCREEN
Use of other screen (smartphone, tablet, laptop) while watching TV
TO INTERACT WITH TV PROGRAM
TO DO OTHER STUFF

39
There seems to be a seasonality pattern for multitasking. Playing games, chatting and reading news most popular activities
0%
10%
20%
30%
40%
None of above
Mobile Phone
Laptop
Tablet
Desktop
E-reader
Multi Tasking while watching TV
Q2 2014
Q1 2014
Q4 2013
Q3 2013
0%
10%
20%
30%
Multi Tasking activities
Q3 2013
Q4 2013
Q1 2014
Q2 2014
Source: GlobalWebIndex, 2013.Q3 -2014.Q2, Base Internet Users NL16+ (N= 3004)

40
Based on time spend, social media, chatting and games are most popular while watching TV
0
5
10
15
20
25
30
0
1
2
3
4
Minutes per dayLive TV
Minutes per dayMultitasking
Multi Tasking Live TV -Time spend
Social media, forums
SMS, (online)chatting
Play online games
Live Radio
Reading newspaper
E-mail
Other websites and apps
Reading magazine
Live TV
MultiTaskactivity

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

42
SPOT and Remotely.tv introduced Social TV Ratings: a monthly report of the number of TV related tweets. June and July Reports were dominated by the World Cup Footbalin Brasil
August top 10:
Social TV buzz is booming, Starcom uses own tool Echo Listening to analyze social media buzz. SPOT introduced Social TV Ratings to count tweets around TV content
Source: http://www.spot.nl/publicaties/social-tv-ratings, data collected 14 September 2014Source: Echo Listening, Starcom NL
From Echo Listening analyses we’ve learned that people like to talk about (special) TV campaigns. People also like to talk about TV campaigns via social media. However most of the conversations are not program related
Positie
Datum
Tijd
Titel
Zender
Tweets
1
03-08-2014
17:00
J. Cruijff Schaal -Ajax V PEC Zwolle
Fox
18.685
2
06-08-2014
19:20
CL: Besiktas-Feyenoord
NPO 3
15.070
3
17-08-2014
20:15
ZomergastenIonacaSmeets
NPO 2
7.833
4
29-08-2014
20:30
The Voice of Holland
RTL 4
6.697
5
21-08-2014
19:20
EL FC ZoryaLuhansk-Feyenoord
RTL 7
6.444
6
23-08-2014
20:00
Holland'sGot Talent
RTL4
4.330
7
12-08-2014
23:00
Knevel & Van den Brink
NPO 1
3.995
8
24-08-2014
16:00
RTL GP: GP2 -België
RTL 7
3.619
9
28-08-2014
18:40
EL FC ShakhtyorSalihorsk-PSV
RTL 7
3.507
10
25-08-2014
22:00
Nieuwsuur
NPO 2
3.409

43
Twitch.tv has many streams of all the popular
games and in big tournaments there are
million viewers worldwide.
Popular games are League of Legends and
Starcraft2.
Trend: eSportsviewing –Watching gamers playing video games in streams all over the world
Source: http://www.pu.nl/artikelen/blog/hoogtijdagen-voor-esports/

45
SKO audiencemeasurementin the Netherlands
‘StichtingKijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the Netherlands.
SKOis a non-profit organization, organized as a Joint Industry Committee (JIC).
The television audience measurement provides information on how many people watched a program, when they watched and what their characteristics are. Viewing data is collected second-by-second by means of a metering system.
Ratings are reported minute-by-minute for channels received in the Netherlands independent of the way their signal is distributed.
Source: www.kijkonderzoek.nl, 2ndof July 2014

46
CENSUS DATA
By using VAST technology for online video (IAB standard)
Introduction by SKO:
1 July’14 –1 January ‘15
PANNEL DATA
Who is watching?
What is % reach?
Start 2015
DATA FUSIONMid 2015
ONLINE VIDEO TOTAAL
Early 2016
TV TOTAL (Linear & non-linear; via TV screen)
Existing
AV Total(Early2016)
SKO ultimate aim: measure all online video content (include online vendors as YouTube)
The core of the audience measurement is the common currency (total viewing). The measurement includes guest viewing in the panel households and time shifted viewing (on the day of broadcast and the six days that follow).
SKO also investigates new ways of viewing via so-called ‘satellites’ studies that are conducted alongside the currency measurement. This approach allows SKO to measure new forms of viewing behaviour(i.e. online video) without influencing the core currency data.
Source: www.kijkonderzoek.nl, 2ndof July 2014

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

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

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

50
Thanks to Ned 1 the market share of the public broadcaster (STER) has increased in the first half year of 2014. Ned 3 shows a big decrease compared to q3/q4 2013.
Source: SKO 2012 Jan 2012 –July 2014, 02.00-26.00 based on all adults 13 +
0%
10%
20%
30%
Market share
2013 1HY
2013 2HY
2014 1HY
STER
RTL
SBS
BrandDeli
Triade

51
When looking at individual brand level in television advertising, Jumbo comes out on top followed by Albert Heijnand Kruidvatall retail brands
No.
Brand
Category
1
Jumbo
Retail
33.913.740
2
Albert Heijn
Retail
29.096.161
3
Kruidvat
Retail
24.423.120
4
C-1000
Retail
21.024.708
5
Nivea
Personalcare
19.748.917
6
Unox
Food
14.631.391
7
McDonalds
Fastfood
14.462.095
8
Plus
Retail
14.004.137
9
Renault
Automotive
13.512.863
10
Staatsloterij
Lottery
13.157.855
Overall, Retail brands dominate, with 5 brands amongst the top 10.
Source: Nielsen, 2014 1HY, data run off on 3 October 2014

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

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

54
Average viewing time per day (6+) in 2013: 195 minutes (196 in 2012). Viewing time appears to stabilize at the same level as 2005 (nearly 200 minutes per day).
Watching linear TV is still the norm, but Catch-up TV gains ground with an average viewing time from 6 minutes in 2012 to 9 minutes per day in 2013 (4,5% of total viewing time).
17% of Dutch households have TV with internet access
Source: SPOT TV Annual Report 2012 + 2013 | Media Standaard Survey 2013
TV trends and developments –II
Average viewing time in minutes per day

55
TV trends and developments –III
Source: SPOT Annual Report 2012 (based on all adults) | MovingPictures 2013
98%
2%
1%
1%
98%
1%
1%
0%
98%
0%
1%
1%
0%
TV
Desktop
Laptop
Tablet
Smartphone
Watchinglive TV (minutes) –per device
2011
2012
2013
Although the three main cable operators offer more opportunities to watch live TV (Laptop, Tablet, Smartphone), we haven’t yet seen a big shift in devices that are used.

56
TV trends and developments –IV
Q1 2015 RTL will start a new channel RTL Z.
RTL Z is now broadcasting during daytime on RTL 7.
Per 2015 RTLZ will broadcasting 24/7 about the latest financial and economic news.
Source: http://www.nrcq.nl/2014/09/18/rtl-z-wordt-24-uurs-nieuwszender; http://www.show.nl/showflits/2014/gezinsuitbreiding-voor-sbs-want-sbs9-komt-er-aan/
Also starting in Q1 2015 SBS9
The SBS-group start a new channel that will focus on films and series.

58
Definitions
Two options for non-linear TV viewing:
On TV screen (set-top box with hard disk or hard disk-, video-or DVD recorder)
Non-linear TV viewing within 6 days of programming is added to the regular TV viewing ratings.
Online (Laptop/Tablet)
Per 2015 SKO is planning to deliver the first online video commercial data (census data). Census data will be available for both traditional as non-traditional broadcasters. The next step in 2015 is to add panel data to the census data.
40% of non-linear TV viewing is on the same day; 28% is watched the day after the original broadcast
Source: SPOT TV Annual Report 2013
4.5% of total viewing time is non-linear via TV screen.
VIDEO ON DEMAND
TV screen, Laptop, Tablet and/or Smartphone.
Non-linear TV-viewing
(broadcast by traditional broadcasters, i.e. RTL, SBS and Ster)
Broadcast via non-traditional broadcasters
(i.e. Netflix, Youtube, etc)

59
0
5
10
15
20
25
NL 13+
Men
Women
13-19 year
20-34 year
35-49 year
50-64 year
65+ year
Minutes per day
Non-Linear TV
Other professional content
User generated/youtube
Average minutes per day on non-linear viewing
Content
Little difference between men and woman in content consumption. Professional content most popular, only the younger target group spend equal time on professional content as user generated content

60
Mainplayers‘traditional’ non-linearviewing
Harddiskrecorder
‘RTL XL’ & ‘SBS Gemist’
A selection of TV content from the RTL/SBS channels. Also includes previews of shows and a selection of movies and series (mostly paid content). RTL is experimenting with subscription instead of pay-per-view. Available via Laptop, Smartphone, Tablet, Smart TV
‘UitzendingGemist’ (NPO)
TV content from all the public TV channels. Available via Laptop, Smartphone, Tablet, Smart TV
NLziet(NPO, RTL, SBS)
NLzietis a subscription (8,-p/m) for the three online platforms NPO Plus, RTLXL and Kijk. Subscribers can watch all content of Dutch TV up until 365 days after broadcasting. No advertising. Available via Laptop, Smartphone and Tablet
Source: http://www.adformatie.nl/nieuws/bericht/npo-rtl-en-sbs-samen-in-video-on-demand, 15thNovember 2013 | Update July 2014

61
Mainplayersnon-traditional
PatheThuis(Patheat Home). Cinema media owner Pathedeveloped a platform to watch movies at home (pay-per-movie). Available via Laptop, Tablet and Smart TV.
Since September 2013 Netflix is active in the Dutch market. For €8.-per month users have unlimited access to movies and series. Netflix announced to raise the subscription price to €9,-for new users. When the new price will be introduced yet to be announced. Available via Laptop, Tablet, Smartphone and Smart TV.
YouTube mostly user-generated content. The first paid channels have already been introduced. Not yet in the Netherlands, but is likely that in the near future paid channels will also be launched in the Netherlands. RTL Nederland has announced to launch a Multi-Channel Network (MCN) at the end of 2014. Available via Laptop, Tablet, Smartphone and Smart TV.
Videolandwas once the biggest offline movie rental company in the Netherlands. They now offer a lot of on-demand movies (pay-per-movie). Available via Laptop. In August 2013 RTL took over Videoland.

62
The increased reach in April is caused by the addition of mobile data to DDMM. Although NPO and RTL increased strongly due to added reach mobile, YouTube remains main channel for video on demand
Source: DDMM (TA 13+ N=1,800) From Apr ‘14 mobile and tablet numbers were added in DDMM hence the total increase
0
10
20
30
40
50
60
70
80
sep-13
okt-13
nov-13
dec-13
jan-14
feb-14
mrt-14
apr-14
mei-14
jun-14
jul-14
aug-14
MonthlyReach Video on Demand
RTL XL
KIJK SBS6 / NET5 / Veronica
Uitzending gemist (NPO)
Pathe (thuis & App)
YouTube
Netflix

63
People still watch online Video on Desktop/Laptop still twice as much as on Tablet and Smartphone
29%
9%
10%
1%
2%
3%
41%
15%
14%
3%
8%
8%
23%
15%
16%
5%
12%
11%
7%
33%
42%
52%
45%
44%
27%
19%
39%
32%
34%
Desktop/Laptop
Tablet
Smartphone
Gameconsole
Set-up Box
Smart TvInternet
Reach for devices used by people to watch video on deman
Daily
Weakly
Monthly
Never
Don't own this device
Source: Motivactiononderzoekonline video 2014

65
Radio audience measurement
National LuisterOnderzoek(National Listening Research)
Based on 7,500 respondents
Since July 2012: use of Media Standard Survey for weighting
Test with media watch (using audio-matching technique)
Aim is to calculate radio reach per minute instead of per 15-minute interval

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

67
Flux Media Factory
Groot Nieuws Radio
94 regionalstations
18 online stations
Dutch radio stations, with advertising possibilities (II/II)
Note: ORN(government) and E Power (commercial) take care of the sales of approximately 30 stations
Note: Sales via E Power, but with national coverage
Source: retriever.nl, July 2014

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

69
When looking at individual brand level in Radio advertising, Ziggocomes out on top followed by Peugeot and Lidl
No.
Brand
Category
1
Ziggo
Telecom
11.528.485
2
Peugeot
Automotive
6.161.309
3
Lidl
Retail
5.429.332
4
Volkswagen
Automotive
5.377.405
5
Renault
Automotive
5.002.662
6
Kruidvat
Retail
4.974.735
7
Volvo
Automotive
4.806.079
8
Rabobank
Finance
4.752.300
9
Citroen
Automotive
4.579.533
10
Vodafone
Telecom
4.365.756
Overall, Automotive dominates, with 5 brands amongst the top 10. Telecom and Retail is next both having 2 brands in the top 10.

70
For the older audience there is some clutter, mostly in public broadcasting stations. A young and more female station is missing in the radio landscape
Male
Female
Source: NLO, 2013, basedon 13+
Old
Young

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

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

73
Most time spend on radio listening via SettopBox, followed by Desktop. Radio station apps getting popular, although Spotify is way ahead
Source: Trends in Digital Media, GfK Intomart, June 2014, base: online population 13+ who own a tablet and/or smartphone
36
71
20
22
30
63
0
50
100
150
200
250
Average minutes per week
Streaming-/network player
SettopBox
Tablet
Smartphone
Laptop
Desktop
0%
5%
10%
15%
20%
Spotify
3FM
Radio 538
Q-music
Radio 2
Sky Radio
Nederland.fm
Radio 1
Tune in FM
100% NL
Classic
Radio Apps (downloaded)
Tablet (n=575)
Smartphone (n=681)

74
Streamingmusic
Application-based (laptop & smartphone) music streaming service.
5.5 million free users
1.5 million monthly active free users
Source: Spotify
Web-based music streaming service. Also available on smartphone (partner with telecom provider T-Mobile)
Spot advertising within playlist possible.
Personalised radio station, introduced in 2012 by Sky Radio Group.
Club Judge (online Party/Event platform) offers non-stop DJ- set via My Radio

76
STIR has stopped as the official audience measurement currency in the Netherlands
STIR was the primary provider of the official audience ratings for onlinein the Netherlands. As of June 2013, the Joint Industry Committee (JIC) has stopped measuring reach figures of websites.
Dutch Digital Media Measurement (DDMM) is the new provider of the official audience ratings for online. On 12thNovember, the new data for digital media is presented.
DDMM is an initiative of VINEX (online vendors) and PMA (media agencies) using the panel and methodology of GfK.
Source: www.stir.nl, 25thSeptember 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12thNovember 2013

77
DDMM reach data is not comparable with previous figures due to differences in technology
The methodology of DDMM is different than the digital measurement of STIR (which means reach data can not be compared).
The main differences are:
-DDMM data is weeklyavailable in stead of monthly
-Online reach is measured from 6 years old in stead of 13 years old
-Online usage is limited to private use, not at work
In June, mobile(tablet and smartphone) data will be integrated to the panel. Also, many extra demographics are available to analyze the online behavior of more detailed target audience.
Source: http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12thNovember 2013

78
The Standard Ad Units
Source: IAB: http://www.iab.nl/onze-kennis/standaarden-en-richtlijnen/display-advertising/iab-rising-star-ad-units/, data collected on 10thDecember 2013
At this moment, 80% of the display advertisements follow the IAB standards.
To stimulate the industry and create new possibilities for dynamic brand advertising, IAB US launched a new portfolio of Standard Ad Units in February 2012. This portfolio includes new interactive ad units which are designed and tested by premium vendors and agencies of the digital world.

79
The Netherlands has the 5th highest internet penetration worldwide. Only Iceland, Sweden, Denmark and Norway have higher penetration levels.
94,0%
0%
20%
40%
60%
80%
100%
Iceland
Norway
Sweden
Denmark
Netherlands
Finland
United Kingdom
Australia
New Zealand
Japan
Germany
South Korea
France
Canada
Austria
Ireland
United States
Argentina
Spain
Czech Republic
Slovenia
Hungary
Lithuania
Poland
Portugal
Russia
Greece
Italy
Brazil
Chile
South Africa
Turkey
China
Mexico
Thailand
Indonesia
India
Pakistan
Internet penetration in 2012 vs 2013
2012
2013
Source: 2012 data: eMarketerGlobal Digital Atlas 2012; 2013 data: Internetworldstats.com penetration based on total population

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

81
28
28
29
29
29
30
36
42
42
42
0
10
20
30
40
50
Brazil
Taiwan
Turkey
Thailand
France
Poland
Netherlands
UK
Canada
United States
Average hours per visitor (per month)
Countries with highest time spent online by women
Online population is slightly more male, but on a global level Dutch women spent more time online than in most other countries. Internet penetration only stays behind amongst 65+ and lower educated (though showing strong growth).
Internet penetration NL
2011
2012
2013
Index (13/11)
Male
90.1%
91.1%
92.2%
102
Female
84.4%
86.7%
88.1%
104
13-17 years old
100.0%
99.6%
98.9%
99
18-24 years old
99.4%
97.6%
99.5%
100
25-34 years old
98.2%
98.0%
98.8%
101
35-49 years old
95.3%
97.8%
98.1%
103
50-64 years old
86.9%
90.0%
92.1%
106
65+
55.0%
57.9%
61.2%
111
Low education
62.7%
66.3%
70.5%
112
Medium education
90.6%
92.5%
93.3%
103
High education
96.7%
97.4%
97.7%
101
Source: Media Standard Survey 2013 (N= 5,100)
Source: comScore data gem, basedon comScore MMX, Jan 2013, worldwide, femalesaged15+

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

83
35%
39%
21%
3%
27%
40%
24%
7%
29%
34%
27%
9%
21%
32%
27%
20%
15%
29%
30%
26%
12%
28%
30%
29%
13%
24%
33%
30%
1 device
2 devices
3 devices
4+ devices
Number of owned devices
June 2011
Dec 2011
June 2012
Dec 2012
June 2013
Dec 2013
June 2014
In two years time, having more than four devices is more common than owning one. On average, consumers own 2.9 devices.
Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)
Consumers own 2.9 of these devices on average:
-PC (desktop)
-Laptop/netbook
-Smartphone
-Tablet
-e-reader*
* e-reader is measured since December 2012

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

85
Online display advertising market still plagued by high % of waste*
Percentage website (in-screen vs. not in-screen)
Source: MeMo2, based on MeMo2 benchmark (based on 500 million impressions)
Source: http://www.adformatie.nl/nieuws/bericht/webads-alleen-vertoonde-banners-afrekenen/
*Waste being defined as served online impressions that were served in an inactive screen (e.g. when multiple browsers or browsertabs are open simultaneously) or above/below the fold (i.e. when scrolling up/down and banners are served outside the screen that’s in-view)
0%
20%
40%
60%
80%
100%
Website 1
Website 2
Website 3
Website 4
Website 5
Website 6
Website 7
All
% in-screen
% not in-screen

86
Update cookie legislation. After Hasty introduction of EU legislation in june2012, the Dutch government is probably going to ease the legislation.
No more cookie walls a more subtle approach seems sufficient. An information bar that tells the visitors that cookies are placed.
No longer user permission needed for non-privacy breaking cookies (like analytics cookies).
Website has to inform visitors about all other cookies that are placed.
A subtle notification is enough. When an user accept the cookies the notification bar will disappear.
91%
9%
Cookie law expectations
No impact
Increasing advertising revenue
Source: IAB report on Online Ad Spend, the Netherlands H1 2013 | Update July 2014: http://www.rijksoverheid.nl/nieuws/2014/03/28/cookiewetgeving-versoepeld.html

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

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

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

91
SocialMedia users in the Netherlands: All layers of society use Social Media, but privacy concerns are still an issue
Hesitants
4.6 million
Convinced
3.5 million
Dedicated
2 million
Sceptic
3million
Limited use of Social Media
Neutral attitude towards Social Media
Hesitant about future role
Limited or no use of Social Media
Social Media is a distant concept
No confidence whatsoever
Active on several platforms
Relatively confident
A part of life
More than average use of Social Media
Confident in increasing role Social Media
Open to new developments

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

94
Smartphone penetration is further increasing to 70%
39%
45%
48%
58%
65%
67%
70%
0%
20%
40%
60%
80%
Historical development of smartphone penetration in NL
9 million
Smartphone users

95
50+ become more mobile through time. Across all groups –except for 13-17 - an increased tablet penetration is evident
0%
25%
50%
75%
100%
Men
Women
Age 13-34
Age 35-49
Age 50-64
Age 65+
% uses a smartphone
jun-11
dec-11
jun-12
dec-12
jun-13
dec-13
jun-14
0%
25%
50%
75%
100%
Men
Women
Age 13-17
Age 18-34
Age 35-49
Age 50-64
Age 65+
% uses a tablet

96
0
1
2
3
4
5
Averagetime spendin minutes
Smartphone and tablet usage during the day
Smartphone
Tablet
Tablet and mobile usage show biggest gap during daytime; mobile is used on the way and at work; tablet mainly at home

97
Main activities are call, text messages, chat, internet, e-mail, camera and social media
79%
77%
28%
8%
19%
39%
49%
54%
8%
73%
4%
43%
71%
17%
84%
77%
30%
74%
Mobileactivities
Internet
E-mail
Video
TV
Radio
Navigation
Games
Downloading apps
As e-ticket
Camera
Books
Online banking
Social media
Online shopping
Call
Text messages
Music
Chat

98
Main activities are internet, e-mail, games and social media
90%
74%
35%
32%
16%
11%
66%
53%
4%
42%
20%
41%
67%
38%
6%
3%
17%
8%
Tabletactivities
Internet
E-mail
Video
TV
Radio
Navigation
Games
Downloading apps
As e-ticket
Camera
Books
Online banking
Social media
Online shopping
Call
Text messages
Music
Chat

99
The Standard Ad Units –Mobile andtablet Display
Source: IAB website: http://www.iab.nl/2014/06/12/iab-taskforce-mobile-past-mobile-advertising-standaarden-aan-2/, data collected on 30thJune 2014
The usage of mobile internet and smartphone apps increased significantly in the past few years. This has led to the fact that mobile advertising became a substantial component of the online advertising market.
As a result of the expanded market, IAB defined guidelines for standardization.
Display banner
Smartphone
Smartphone standard:
Single: 640 x 100
Double size: 640 x 200
Half page: 640 x 500 / 640 x 480
Full page: 640 x 960
Tablet standard:
Medium rectangle: 600x 500
Floor ad: 728 x 60
Full page (portrait): 1536 x 2048
Full page (landscape): 2048 x 1536
Leaderboard: 728 x 90

100
Mobile and In-app is showing high growth this year.
Website/browser
Display advertising revenue per medium
Breakdown Mobile website and In-app
2013
Mobile website & In-app
E-mail
4%
9%
87%
2011
2012
2013
In-app
Mobile website
1,4%
1,2%
1,6%
1,6%
4,7%
5,3%
Source: IAB report on Online Ad Spend, the Netherlands 2013

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

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

103
In media apps both on mobile and on tablet Nu.nl and Youtubeare most widely spread
7%
8%
8%
8%
13%
13%
17%
18%
38%
44%
NPO (uitzending gemist)
RTL XL
Ad.nl
Ziggo
De Telegraaf
Teletekst
Spotify
NOS
Youtube
Nu.nl
Top 10 Media apps-Mobile
11%
15%
15%
16%
19%
19%
20%
22%
38%
42%
RTL Nieuws
Teletekst
NPO (uitzending gemist)
Ziggo
RTL XL
Spotify
De Telegraaf
NOS
Youtube
Nu.nl
Top 10Media apps-Tablet
Mean # of apps on Mobile: 27
Mean # of apps on Tablet: 26

106
NOMaudience measurement in the Netherlands
‘NationaalOnderzoekMultimedia’ (NOM) is the primary provider of the official print audience ratings in the Netherlands.
NOM is a non-profit organization, organized as a Joint Industry Committee (JIC).
The print audience measurement (NPM) provides information on reach and profile of more than 200 newspapers and magazines. Yearly, a quantitative research among 21,000 respondents takes place to measure print reach, but also other (perceived) media-usage.
Source: http://www.nommedia.nl/onderzoek/nom-print-monitor/, 25thSeptember 2013

107
Newspapers print circulation still decreasing (-8% 2013 vs 2012), but e-paper* gains terrain in newspaper landscape
0
500
1.000
1.500
2.000
2.500
2005
2006
2007
2008
2009
2010
2011
2012
2013
Quarterly circulation figures (in ‘000s)
National newspapers
Regional newspapers
Free sheets
E-paper
Source: HOI, audited circulation figures for all paid-for and free-of-charge titles. Based on print only up until FY 2012. From 2013 unwards based on print total (print only + combi print + replica) *E-paper refer to the exact digital copy of a newspaper, e.g. in pdf-format, which can be accessed via the newspaper’s website, via an email download link or via a mobile app. NB: This does notinclude a newspaper’s regular website or mobile site (Digital only replica and Digital only non-replica)

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

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

110
When looking at individual brand level in Newspaper advertising, Krascomes out on top followed by NRC and Lidl. The top 5 is completed by 2 direct competitors of Krasin the travel business.
No.
Brand
Category
1
KrasReizen
Travel
28.320.552
2
NRC
Media
21.441.841
3
Lidl
Retail
17.512.707
4
StipReizen
Travel
12.079.048
5
Corendon
Travel
10.822.482
6
KPN
Telecom
9.132.896
7
RVG Communicatie
Media
8.297.835
8
Molenaar
Health
6.287.373
9
Aldi
Retail
6.185.505
10
Prominent
InteriorDesign
6.086.586
On category level Travel has 3 brands in the top 5. Media and Retail both have 2 brands in the top 10.

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

112
Blendleis a new platform for quality content. For a small fee subscribers are one click away to buy articles from several newspapers and magazines. Articles are ranged from 15 cents for a small article to almost an euro for a long read.
In June, Blendlehad 60.000 subscriptions. 20% of the subscribers actually pay for articles. In august, Blendlehad 100.000 subscriptions and more than 50 titles are available now. In July Blendle.nl had 559.000 page views, in August this increased to 865.000.
More than half of the subscribers is under 35 years old.
NRC Handelsbladconsiders Blendleas “the iTunes for journalism”.
NEW MEDIA DEVELOPMENT: PAY-PER-ARTICLE
Source: PageviewsDDMM, July-August 2014

114
Source: Retriever, July 2014 | HOI Q1 2014 (audited circulation figures)
FactSheet Consumer Mags
Circa 1,380consumer magazine titles registered by Retriever, only 214 have audited circulation figures by HOI
Based on the 214audited titles
Total circulation (incl. free circulation) = 24.0millionPaid circulation = 14.7million
This can vary strongly by category, e.g.
•Subscriptions important to Management, Sports , Family & Celebrity and Radio & TV listings
•Newsstand sales important to Culinary, Mind & Body and Women’s
•Beauty care brands are the top magazine advertisers

115
0
1000
2000
3000
4000
5000
6000
2009
2010
2011
2012
2013
Quarterly circulation figures (in ‘000s)
Culinary mags (incl sponsored)
Family & celebrity
Women's
TV listings
Home decoration, gardening & DIY
Kids & youth
Special interest
Parenting
Sports
Management
Other
Magazine circulation also decreasing slowly but steadily (-6% YoY); home decoration, gardening and DIY shows uplift in 2013
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.

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

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

118
-
10.000
20.000
30.000
40.000
50.000
60.000
Gross media spend X 1000
2011
2012
2013
There is a strong seasonality in magazines in which the summer period shows a strong decrease in media spend. It shows highest spend levels in spring, fall and during the Christmas season.
Seasonality index for consumer magazine titles
Source: Nielsen, 2011 -2013

119
No.
Brand
Category
1
Sanoma
Media
3.261.573
2
ANWB
Transport
2.551.529
3
Voordeeluitjes
Travel
2.185.820
4
Vrouwonline
Media
2.079.909
5
HollandseNieuwe
Telecom
2.076.125
6
Elsevier
Media
1.791.835
7
SBS6
Media
1.664.049
8
Albert Heijn
Retail
1.428.732
9
Molenaar
Health
1.288.182
10
Corendon
Travel
1.263.290
When looking at individual brand level in Magazines advertising, Sanomacomes out on top followed by ANWB and Voordeeluitjes.
Overall, Media dominates, with 4 brands amongst the top 10. Travel is second with 2 brands in the top 10.

120
SanomaMedia Nederland
In October 2013, Publisher Sanomaannounced a large reorganization.
-Sanomawill focus on 17 titles:
oLibelle, Margriet, Flair, Viva, LINDA, Flow, Story
oDonald, Tina, ZoZit Dat, Fashionista
oOudersvan Nu, KekMama
oVT Wonen, Ariadne at Home, Eigen Huis& Interieur
oAutoWeek
-In June 2014, Sanomaannounced it has sold 19 titles to New SkoolMedia. The transition of the following titles will be finalized Q4 2014:
Home and Garden, Seasons, Knipmode, Knippie, MOTO73, MOTOR, Formule1, Truckstar, Babygids, Roots, delicious., Vorsten, KIJK, Know How, ZIN, Fiets, FietsActief, Procyclingen Zeilen
-In July 2014, cluster Menis sold to Pijpermedia
NieuweRevu, Panorama, Playboy
-Sanomahas ended publication of magazines FAB and Nusport, both titles are now digitally exploited
Source: Persbericht–SanomaMedia Netherlands bereikt overeenstemming over verkoop 19 titels, 06thJune 2014 | Retriever, 29thSeptember 2014

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

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

124
In September 2011, the new currency for audience measurement was launched
for OOH: VAC, the visibility adjusted contact.
Compared to former audience measurement approaches, VAC is based on a new way of measuring:
Inventory and classification of street objects;
Measuring of all traffic;
Field research to travel behaviour;
Measuring 13-75 year olds;
Differentiates between location of objects (near pathway, railway stations, shopping centres, supermarkets, parking garages, petrol stations and traffic advertisement)
AudiencemeasurementforOOH –fromOTS toVAC
Source: Het Buitenreclame Onderzoek 2011

125
For thisstudythe Netherlands was divided
into 30 regions, each one around a city
with at least 75,000 inhabitants.
Each of the individual regions/media owner
packages can be analyzed via specialist
software (CAFAS) that is accessible to all planners.
VAC data availablevia CAFAS software
Source: Het Buitenreclame Onderzoek 2011
Due to conflicting interests, Interbeststopped participating as of 1stMarch 2013.

126
FactSheet Outdoor
Shelters (6-sheets), billboards (48s and 96s) and Masts are the most widely used formats.
Street shelters (6-sheets) and billboards are in the hands of 4 major players.
Tourism, Food & Drink, Retailand Telecomare the biggest advertisers in terms of spend.
Seasonality in spending is very limited.
In summer time high(er) discounts are possible whilst advertisers benefit from more daytime light(= more people out and about in the streets)
High variety in outdoor media objects and sizes; number of digital objects is increasing.Growing offer of digital screens and incorporated technology allow interaction with target audience (e.g. via Bluetooth, QR codes and NFC)

127
Company
Objects
JCDecaux
Ad shells/6s, billboards, odd-sized objects
ExterionMedia
Ad shells/6s, billboards, buses/trams, railway stations
Clear Channel Hillenaar
Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations
Interbest
Masts near highways
Azero
A0 posters
Centercom
Posters and LCD screens in shopping centres and supermarkets and A0 posters
MMD Media
Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs, petrol stations, billboards
SchipholMedia
Big variety of media at SchipholAirport Amsterdam
OV Media & Triple Media
Buses, A3 posters in buses
Altermedia
A3 posters indoor (cafes, bars, cinemas), taxis, sampling, car2go/cargohopper
BoomerangMedia
Freecards
Outdoor Media Owners
Source: Retriever, June2014

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

129
Shelters and billboards –reach main package per vendor
Source: CAFAS, June 2014, database version 13.0.q3 | Reach is basedon biggestpackage per vendoravailablein CAFAS.
0%
20%
40%
60%
80%
13-29
20-34
35-49
50-64
65-75
Exterion
JC Decaux
Clear Channel
Centercom
Shelters
0%
20%
40%
60%
80%
13-29
20-34
35-49
50-64
65-75
Exterion
JC Decaux
Clear Channel
MMD
Billboards

130
Since 21st January 2014, CBS Outdoor is internationally rebranded as ExterionMedia.
The change follows the acquisition of CBS Outdoor International in September by Platinum Equity, a private equity firm specialized in mergers, acquisitions and operations.
CBS Outdoor International to rebrand as ExterionMedia
Source: http://www.cbsoutdoorinternational.com/About-Us/Press-Centre/Press-Releases/CBS-Outdoor-International-to-rebrand-as-Exterion-Media/

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

132
No.
Brand
Category
1
Belsimpel.nl
Telecom
28.320.552
2
Lidl
Retail
21.441.841
3
McDonalds
Fastfood
17.512.707
4
Vodafone
Telecom
12.079.048
5
Ziggo
Telecom
10.822.482
6
Samsung
Electronics
9.132.896
7
Corendon
Travel
8.297.835
8
Schiphol
Travel
6.287.373
9
Telfort
Telecom
6.185.505
10
KPN
Telecom
6.086.586
When looking at individual brand level in Out Of Home advertising, Belsimpel.nl comes out on top followed by Lidl and McDonalds.
Overall, Telecom dominates, with 5 brands amongst the top 10. Travel is second with 2 brands in the top 10.

133
NFC (Near Field Communication)
By implementing a NFC chip in an ad shell, consumers are able to respond directly with their smartphones. The options to include are video/audio, buying, store locator, voucher and apps.
Web enabled objects
Interactive ad shells, like live video feed, digital screens or cameras.
The digitalization of OOH offers many opportunities to interact with consumers
Digital Flagship Store or Online Shopping Ad shells
With apps like Layaror QR codes consumers can directly buy products from stickers on a store or ad shell
Augmented reality
Creating augmented reality concepts focus on interactive content

134
Top 6 lessons for brands creating experiences for millenials, moms and men while ‘on the go’
Millenials
Moms
Men
Source: SMG proprietary qualitative research, Human Experience Centre –On the Go e-commerce, June 2014
1.DESIGN AROUND THE SHOPPING OCCASSIONS OF OTHERS
2.DESIGN FOR SPONTANEAITY, NO IMPULSIVITY
3.TRAVEL TIME IS A BRAND’S PLAYGROUND
5.EMBRACE THE JOY THAT TECHNOLOGY ITSELF CAN BRING
6.BALANCE KNOWING ME AND SUPRISING ME
4.HELP GUYS CREATE A SECOND SELF
1.TURN WASTED TIME INTO WANTED TIME
2.MAKE SHOPPING LISTS A TEAM SPORT
3.REMOVE STEPS FROM HER EVERYDAY CHORES
5.MAKE QUEUES A THING OF THE PAST
6.MAKE TRYING ON FUN
4.ELEVATE HER SMART SHOPPING STATUS
1.TAKE A LOAD OFF
2.EMPOWER THEM WHEN THEY ARE IN A BIND
3.CUSTOMISE TO ALLOW FOR FLEXIBILTY
5.TRANSFORM ALL TRAVEL TIME INTO ACTIVE TIME
6.BLEND THE BEST OF BOTH WORLDS AND GIVE THEM A BONUS
4. PROVIDE ‘PRIVATE SOCIABILITY’

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

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

138
Number of cinema visitors is increasing in line with the number of film releases per year
-
100
200
300
400
0
5
10
15
20
25
30
35
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
# Cinemas & Film Releases
Visitors in million
# Visitors (million)
# Film releases
# Cinemas
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film DistributorsAssociation) andNederlandse Vereniging van Bioscoopexploitanten (Dutch Associationof Cinema Media Owners), annualreport 2013

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

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

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

142
The increase in cinema visitors was mainly due to the age groups 30/39 and 65+
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010
2011
2012
2013
Cinema Reach in yearsin agegroups
16-17 jaar
18-23 jaar
24-29 jaar
30-39 jaar
40-54 jaar
55-64 jaar
65+ jaar
Source: BioscoopMonitor 2013-2014

143
SANDER GEERLING
Insights Executive
sander.geerling@starcom.nl
MAAIKE DE VRIES
Insights Consultant
maaike.de.vries@starcom.nl
This media landscape presentation will be updated every quarter. For comments & questions, please contact the Starcom Insights team. We’d love to hear from you!

Dutch media landscape 2014 Q2 update by Starcom

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