Dutch media landscape 2016 Q2 update by Starcom

1
Dutch media landscape
Starcom NL
Q2 2016 UPDATE

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

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

4
The Netherlands
General stats & figures

5
Dutch population is still growing and getting older. The number of households has grown with
8% since 2005, mostly due to the increasing number of single person households (+17%).
After years of recession, disposable HH income has again increased in 2013 and 2014.
2.449 2.868
4.642 4.797
2,27 2,18
1,0
1,3
1,6
1,9
2,2
2,5
0
2.000
4.000
6.000
8.000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Averageno.peopleinHH
#HH(in‘000s)
Household (HH) size
Single person household Multiple person household Average no. of people in HH
Source: CBS, Statline, 2016.
16.306
16.901
16.000
16.100
16.200
16.300
16.400
16.500
16.600
16.700
16.800
16.900
17.000
Duizenden
Population (in ‘000)
28,3
29,0 29,4
30,6
32,6
33,1 33,3 33,2 33,3 33,3 33,6
34,2
25
30
35
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014€(in‘000s)
Annual disposable HH income
39,0
41.3
37
38
39
40
41
42
Average age

6
-50
-40
-30
-20
-10
0
10
20
2008Jan
2008Apr
2008Jul
2008Oct
2009Jan
2009Apr
2009Jul
2009Oct
2010Jan
2010Apr
2010Jul
2010Oct
2011Jan
2011Apr
2011Jul
2011Oct
2012Jan
2012Apr
2012Jul
2012Oct
2013Jan
2013Apr
2013Jul
2013Oct
2014Jan
2014Apr
2014Jul
2014Oct
2015Jan
2015Apr
2015Jul
2015Okt
2016Jan
2016Apr
Difference%positivevsnegativeanswers
Dutch consumer confidence
In the 2016 Q2 the Dutch consumer confidence index increased by 6 to
91. Indices above 100 show optimism.
Source: CBS, Statline, 2016
Source: Nielsen Consumer Confidence, Q2 2016
Consumer confidence worldwide – Q2 2016

7
Signs of economic recovery are evident. In 2014, unemployment has
decreased for the first time since 2011. This and similar positive trends
seem to be persisting in the next years.
Key Economic Indicators
NL
2011 2012 2013 2014 2015 2016 2017**
Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.1% 0.9%
Economic growth 1.2% -1.7% -0.5% 1.0% 2.0% 1.8% 2,1%
Purchasing power* -1.0% -1.9% -1.3% 1.4% 1.0% 2.6% 0.2%
Unemployed (in ‘000s) 389 469 647 660 614 575 560
Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.4% 6.2%
Source: CPB, Kerngegevenstabel 2012- 2015 and 2014-2017, June 3rd 2016 (* median for all households; ** estimated figures)

8
Overall media and
consumer stats & figures

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

10
Dutch brands show strong commitment amongst the Dutch consumer
Source: EURIB Top 100 Indispensable Brands of 2015 (EURIB Top-100 Onmisbare Merken van 2015), n=1,211

12
10 trends for consumers in 2016
Agnostic shoppers
They are less bothered about labels and recognized products. These consumers flit
between shops and products in their search for value and novelty, presenting a challenge
for brands that want to connect with them or inspire their loyalty.
Buying time
Consumers are more willing to outsource aspects of their lives. Many perceive time as the
key luxury.
Challenging ageing
In 2016, we can talk of a mature lifestyle as more people are living a busier, more
satisfying and extended “third age”, starting after middle age—anywhere from 55-65.
Change makers
In 2016, trying to change things for the better is becoming a more mainstream priority.
Consumer expectations regarding corporate environmental issues are growing
Gender blurring
Gender lines are blurring, retailers and manufacturers are creating gender-neutral labels.
Greener food
In 2016, more of us will be eating greener. More people will care about cutting down on food waste in
and beyond the home, try harder to avoid unhealthy food and overeating and be keener on more natural,
local and seasonal food.
Mental wellbeing
The trend for looking workout-ready beyond the gym echoes the consumer embrace of a holistic attitude
towards optimal physical and mental health.
Over-connected consumers
Now that near to half of the world’s population has internet access more consumers are dwelling on the
flipside of digital life. The physical and emotional health hazards of non-stop device use and the impact
on children and teenagers are all under review.
Shopping for control
Fear-inducing personal security and financial worries as well as unsettling global events and diminished
trust in brands and institutions, are driving consumer interest in buying for control. The broad range of
goods and services that consumers spend on includes organic food, financial services, sun protection,
security agents and air purifiers.
Spending singles
With fewer commitments and more to spend, premium singles are a captive audience for authenticity-led
services and products, such as curated subscription boxes and high-end goods promoted via users’
authentic digital snaps.
Source: Euromonitor International Top 10 Global Consumer Trends for 2016.

13
5 tech trends to watch in 2016
Drone
improvements
allowing for
professional
video capturing
3D colored retail
holograms could
change in-store
displays
Opening Virtual
Reality theatres
could create
marketing
possibilities for
VR
Connected home
& self provides
new data points
and e-commerce
services to
brands
AIl personal
assistants will be
invaluable in
helping
marketers read
human emotion
and intuition
Source: SMG trends and insights from CES 2016

14
5 digital trends to watch in 2016
The voice of
the consumer
will be heard
Mobile
payments will
take off
Consumers will
be free with
their data
Facebook will
become nearly
entirely mobile
Mobile
commerce will
move down the
funnel
Source: eMarketer Key Digital Trends for 2016, Dec 2015

15
5 mobile trends for 2016
We will
experience life
through AR &
VR, it will take
off in 2016
Mobile will
become the
primary
platform for
video viewing
We will get
even closer to
consumers with
a wider
adoption of
wearables
Mobile will
become an
enabler of in-
store
experiences for
users
Consumers will
become
comfortable
with mobile
payments
Source: SMG Mobile Trends 2016

16
Overall digital forecast
More than 38% of
advertising spend
will be Digital in
2018
Programmatic will
make up more than
50% of all digital
display advertising
in 2015
Share of consumer
E-books will show
an increase from
3.4% of consumer
book spend in 2013
to 15% in 2018
More than 48% of
Entertainment &
Media spend will be
Digital in 2018
Source: PWC Entertainment & Media Outlook forecast 2014-2018 | eMarketer Key Digital Trends for 2015, Dec 2014

18
Competitive reporting in the Netherlands
0
1.000
2.000
3.000
4.000
5.000
Cinema Newspapers Online Out Of Home Magazines Radio TV
€millions
Gross Net
Media spend 2015
Most competitive reporting is based on gross
media spend.
Bear in mind that most advertisers profit from
(heavy) discounting, especially on TV, so the
difference to net spend can be quite significant.
In the gross spend reporting Online spend is
not fully reported.
For example, search, social media advertising
and prerolls are excluded.
All TV spend prior to 2015 is limited to
TV spot advertising.
Since 2015, spend on TV non-spot
activities, i.e. TV sponsorship idents, is
also reported.
Source: Gross spend: Nielsen, 2015 | Net spend: Nielsen Jaarrapport Netto Media Bestedingen 2015 voorpublicatie (spend collected by interviewing Dutch marketers) | Note: For online only
net spend is available.

19
Despite the economic recovery, media spend in 2016 Q2 is 3% less when
compared to 2015 Q2.
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
€millions
Gross media spend
-3% YoY+1,3% YoY +5,3% YoY -0,8% YoY-4,7% YoY
Source: Nielsen, 2011 – 2016 Q2 | Note: gross online spend not included.

20
From 2015 Q2 to 2016 Q2 only TV shows growth (+8%) in media spend.
Newspaper spend declined by 36% in the same period.
0
1.000
2.000
3.000
4.000
Cinema Newspapers Direct Mail Door Drops Out Of Home Consumer
Magazines
Radio TV Trade Press
€millions
Gross media spend
per medium type across time
2012 2013 2014 2015 2015 Q2 2016 Q2
Source: Nielsen, 2012-2016 Q2 | Note: gross online spend not included.

21
TV share of gross media spend is increasing from 2015 Q2 to 2016 Q2
mainly due to a decline in newspaper spend.
18% 17% 16% 16% 16%
10%
7% 7% 6% 4% 3%
2%
2% 2%
2%
2% 2%
2%
10% 7%
7%
7% 7%
7%
7%
6%
5%
5% 5%
5%
9%
10%
10%
11% 11%
11%
48% 49% 52% 54% 56%
62%
1% 1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014 2015 2015 Q2 2016 Q2
Media mix
Trade Press
TV
Radio
Consumer Magazines
Out Of Home
Door Drops
Direct Mail
Newspapers
Cinema
Source: Nielsen, 2012-2016 Q2| Note: gross online spend not included.

22
Total net spend decreased with 0.2% in 2015 (vs 2014). Internet has a
bigger share than audiovisual media and the difference is getting bigger.
26%
30%
21%
4%
5%
15%
Audiovisual media Internet Print media
Out of home Direct marketing Sponsoring
Source: Nielsen Jaarrapport Netto Media Bestedingen 2015
26%
33%
19%
4%
4%
14%
2014
€ 4,627,000,000
2015
€ 4,620,000,000

23
The online display advertising spend through programmatic channels
increased by 19% in H2 2015, totalling €104m in revenues.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
20
40
60
80
100
120
2013-H1 2013-H2 2014-H1 2014-H2 2015-H1 2015-H2
Y/YRevenuegrowth(%)
Displayadvertisingthroughprogrammatic
channels(m€)
Trends of programmatic spend
Display advertising through programmatic channels (m€) Y/Y revenue growth (%)
Real Time Bidding (RTB) is an online
auction for advertising space.
Programmatic Trading (PT) makes it
possible to better monitor where,
when and to whom your ads are
digitally served.
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2015, March 2016

24
9% 13% 11% 15% 13%
19%
18%
18%
16%
17%
16%
16%
15%
18%
14%
16%
12%
14%
57%
52%
58%
52%
59%
51%
2013-H1 2013-H2 2014-H1 2014-H2 2015-H1 2015-H2
Allocation of display revenue per format
Video Text links/Other Interruptive Embedded (e.g. banners)
Video shows the largest growth of all display formats in 2015. Over the
years the revenue of the interruptive format is decreasing.

25
Growth in net media spend is predicted mainly due to a steady rise in
online spend
4.184
3.867
3.649
3.720
3.796
3.875
3.949
3.200
3.400
3.600
3.800
4.000
4.200
4.400
2011 2012 2013 2014 2015 2016 2017
€millions
Forecast net spend
0,8%
-5,0%
-3,2%
2,5%
2,8%
3,1% 3,1%
-6%
-3%
0%
3%
6%
Forecast net spend
Change (%) to previous year
-
500
1.000
1.500
2.000
Newspapers Magazines TV Radio Cinema Outdoor Internet
€millions
Net spend per medium type
2011
2012
2013
2014
2015
2016
2017
Source: ZOG Adspend Forecast Netherlands – March 2015 (1980-2017)

26
According to the IAB, Dutch online advertising increased by 8% in
2015 compared to 2014, with a total of €1512 million in 2015
41%
15%
44%
Display
Classifieds
Search
Total online ad spend
55%
16%
16%
13%
Embedded
Other & text links
Video
Interruptive
Online display spend
2015
€1512m
2015
€615m

27
Top 10 advertisers in Q2 2016 dominated by FMCG and retail
No. Advertiser Category Gross spend
Q2 2016
1 Unilever FMCG € 49,406,497
2 Renault Nissan Automotive € 26,308,915
3 Reckitt Benckiser FMCG € 25,633,964
4 Albert Heijn Retail € 23,765,151
5 Kruidvat Retail € 22,810,805
6 Procter & Gamble FMCG € 21,528,073
7 Vodafone Telecom € 21,428,609
8 Beiersdorf FMCG € 19,225,471
9 Jumbo Retail € 18,690,894
10 Lidl Retail € 16,899,925
Source: Nielsen, Q2 2016 | Note: gross online spend not included

28
Top 10 brands in Q2 2016 is dominated by retail brands
No. Brand Category Gross spend
Q2 2016
4 Lidl Retail € 16,899,925
5 Renault Automotive € 16,327,823
6 Nivea FMCG € 15,868,261
7 Plus Retail € 14,587,803
8 Samsung Technology € 14,131,092
9 Ziggo Telecom € 13,363,991
10 Staatsloterij Lottery € 13,275,675
Source: Nielsen, Q2 2016 | Note: gross online spend not included.

29
In 2015, total sponsor spend of the top 100 sponsors decreased slightly
with 3% compared to 2014
Total spend top 100 sponsors 2014 2015 Index
Total sponsor spend €292,495,000 €283,775,000 97
Average sponsor spend (per brand) €2,924,950 €2,837,750 97
-
100
200
300
400
500
600
Sports Art & Culture Lifestyle Society Media (non-spot)
€millions
Sponsor spend by type of sponsorship
2010 2011 2012 2013 2014 2015
Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)

30
56%
14%
2%
10%
18%
Sponsor contracts
Sports Art & Culture Lifestyle Society Media (non-spot)
In 2015, 325 new (and renewed) sponsorship contracts were signed. This
is a decrease of 30 contracts compared to 2014.
The total value of all contracts in 2015 was €154,000,000,
averaging €474,000 per contract*.
Both the total and the average are halved compared with
2014 (total: €326,990,000; average: €921,098 ). The
decrease is partly caused by lower expenses for sport
sponsorship.
(Another reason of the high total in 2014 is the contract
extension of Nike with the KNVB (Royal Dutch Football
Association) and the contract of Ziggo with Ajax)
Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). | Note: The value
of contracts signed differs from the annual sponsorship spend shown on other slides. This is due to contracts covering longer periods than just one calendar year.

31
Ziggo is entering the top 10 sponsors and shows the biggest increase
compared with 2014. This can be explained by the brands’ sponsorship
with Ajax.
No. Brand Gross sponsor spend 2014 Gross sponsor spend 2015
1 Rabobank € 35,000,000 € 34,000,000
2 Adidas € 13,500,000 € 14,000,000
3 ING € 13,200,000 € 13,450,000
4 ABN AMRO € 10,600,000 € 13,000,000
5 KPN € 13,000,000 € 12,700,000
6 Heineken € 9,800,000 € 11,200,000
7 Nike € 15,500,000 € 11,000,000
8 Ziggo € 1,600,000 € 9,800,000
9 Philips € 10,100,000 € 9,600,000
10 VriendenLoterij € 8,250,000 € 8,500,000
Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

33
Dutch people spend more than 3 hours per day on media*
2:29
0:14
1:01
2:01
4:10
2:26
3:08
8:28
2:25
0:12
0:52
2:07
0:57
4:18
3:36
9:29
0:00 1:12 2:24 3:36 4:48 6:00 7:12 8:24 9:36 10:48 12:00
Eating and personal care
Other
On the go
Housework, groceries, shopping
Work, study, school
Leisure time
Media*
Sleeping
Hours per day
Main activities – average time spent per day
Weekend Weekdays
Source: Media:tijd 2015, base: all adults 13+ (N=2,953) | Note: media consumption not combined with any other activity

34
Watching and listening (online or offline) are most time consuming
media activities
2:42
3:04
0:43
1:06
0:18 0:18 0:20
Listening (online or
offline)
Watching (online or
offline)
Reading (paper or
electronic)
Communicating
(through media)
Gaming (electronic) Internet other Media other
Media activities – average time spent per day
Hours per day
Source: Media:tijd 2015, base: all adults 13+ (N=2,953)
Definitions:
Listening: to radio, (own) music/audio – offline, online or apps + live or non-linear
Watching: TV programs, videos or pictures - offline, online or apps + live or non-linear
Reading: books, magazines, newspapers, door drops, newsletters – offline, online or apps
Communicating: text messages, chat, e-mail, social media, forums, letters – offline, online or apps
Gaming: consoles or game websites - offline, online or apps – except for board games and gambling
Internet (other): online shopping, e-banking, search information – offline, online or apps
Media (other): administration on computer, installation and use of software

35
Media consumption is high throughout the day but shows strongest peak
in the evening; listening in daytime, watching in the evening
0
10
20
30
40
Minutes
Media activities on an average day
Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicating (through media)
Gaming (electronic) Internet other Media other

36
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
Honderden
TV
No answer
TV heavy (24+
hours per
week)
TV mid (14-24
hours per
week)
TV light (0-14
hours per
week)
No TV
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
Honderden
Radio
No answer
No answer
Radio heavy
(20+ hours per
week)
Radio mid (5-20
hours per
week)
Radio light (0-5
hours per
week)
Time spent online is increasing over the years, with TV and Radio
remaining steady
Source: NPDM releases: 2010 I – 2010 II to 2015 I – 2015 II, base: All adults 13+ (N= 17.171)
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
Honderden
Online
No answer
Internet heavy
(13+ hours per
week)
Internet mid (5-
13 hours per
week)
Internet light (0-
4 hours per
week)
No Internet
connection

38
Smartphone penetration remains stable at 80% in 2015
39%
45%
48%
58%
65% 67%
70%
76%
80% 80%
0%
20%
40%
60%
80%
100%
Historical development of smartphone penetration in NL
10.6
million
Smartphone
users in 2015
Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150); Global Mobile Landscape 2015, eMarketer.
13.9
million
Smartphone
users in 2019

39
All age groups are becoming more mobile. Across all groups an
increased tablet penetration is clearly noticeable over the years. There
are however no big changes from June 2015 on.
0%
25%
50%
75%
100%
Men
Women
Age 13-17
Age 18-34Age 35-49
Age 50-64
Age 65+
% using a tablet
0%
25%
50%
75%
100%
Men
Women
Age 13-34
Age 35-49
Age 50-64
Age 65+
% using a smartphone dec-12
jun-13
dec-13
jun-14
dec-14
jun-15
dec-15
Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150)

40
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Averagetimespentinminutes
Smartphone and tablet usage during the day
Smartphone '15 Tablet '15 Smartphone '14 Tablet '14
Tablet and mobile show a similar pattern in usage, with a peak late on the
evening. Time spent on both tablet and mobile increased significantly from
2014 to 2015.
Source: Media:tijd 2014, base: 13+ (N=2,989) | Media:tijd 2015, base: 13+ (N=2,953)

41
Watching TV still most popular via traditional TV set. However, popularity
for laptop, tablet and mobile is growing. Internet use via mobile has
surpassed PC/desktop and is now at the same level as laptop.
68,2%
24,0%
27,4%
15,6%
9,1%
53,7%
12,9%
27,4%
15,6%
8,7%
68,1%
12,9%
23,9%
11,9%
14,1%
54,2%
23,5%
21,7%
12,2%
6,8%
93,2%
21,1%
4,8%
1,2%
2,6%
10,9%
2,5%
77,2%
78,3%
Medium type per device
Laptop
PC/desktop
Mobile phone
Tablet
Traditional TV set*
Media player*
Game console*
Paper*
Source: Media Standard Survey 2015 (N=5,100), Base: All adults 13+, (* device isn’t asked for each medium type)

43
Percentage of Dutch population using social networks, mobile
internet and tablets is still growing strongly
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Media penetration in the Netherlands, 2011 - 2014
2011 2012 2013 2014
Source: The global media intelligence report (September 2015) – eMarketer & SMG

44
The Netherlands has the 9th highest internet penetration worldwide.
Mainly rich and/or relatively small countries in top 30.
70%
80%
90%
100%
Internet access by country (top 30) in 2016
Source: http://www.internetlivestats.com/internet-users-by-country/, penetration based on total population

45
95% of Dutch households have internet access at home. Internet
access ‘on the go’ has increased substantially.
90%
44%
5%
8%
92%
45%
4% 7%
93%
45%
4% 6%
94%
46%
6% 5%
95%
48%
55%
5%
At home At work Diverse (on the go, at friends/family,
school/university etc)
Elsewhere
Internet access by location
2011 2012 2013 2014 2015
Source: Media Standard Survey 2011-2015 (N= 5,100), base: All adults 13+. | Note: Since 2015, the diverse category is reported differently

46
Google and Facebook are leading in terms of reach across all platforms
No. Top 10 brands Average monthly reach* Compared to Q1
2016
1 Google (excl YT) 88%
2 Facebook 83%
3 Google Search 78%
4 YouTube 74%
5 Google Maps 64%
6 Whatsapp Messenger 61%
7 Marktplaats 60%
8 Nu.nl 56%
9 Facebook Messenger 56%
10 Gmail 53%
Source: GfK DAM, base: 13+, average monthly reach Q2 2016 (all platforms)

47
For smartphone, WhatsApp Messenger is the most successful in terms of
reach. Facebook and Google have high reach for both smartphone and tablet.
28%
29%
33%
40%
41%
43%
44%
55%
58%
61%
Gmail
Marktplaats
Nu.nl
Google Maps
YouTube
Facebook Messenger
Google Search
Google (excl YT)
Facebook
WhatsApp Messenger
Overall top smartphone apps
Phone reach %
19%
19%
20%
23%
26%
26%
29%
33%
44%
44%
NOS
Buienradar
Google Maps
Nu.nl
Marktplaats
Facebook Messenger
Google Search
YouTube
Google (excl YT)
Facebook
Overall top tablet apps
Tablet reach %
Source: GfK DAM, base: 13+, average monthly reach Q2 2016

48
Main mobile phone activities are focused on communication in every
possible way (email, chat, text message and social media). For the first time,
using the Internet is just as popular as to call.
81%
76%
28%
11%
19%
42%
46%
13%
69%5%47%
67%
22%
80%
68%
27%
72%
Mobile activities
Internet E-mail
Video TV
Radio Navigation
Games As e-ticket
Camera Books
Online banking Social media
Online shopping Call
Text messages Music
Chat

49
Main tablet activities are focused on surfing the web, e-mail, social
media and games
36%
30% 3%
60%
14%
35%
38%
9%
14%
87%
58%
70%
16%
36%
3%
18%
4%
Tablet activities
Video TV
Text messages Social media
Radio Online shopping
Online banking Navigation
Music Internet
Games E-mail
Chat Camera
Call Books
As e-ticket

50
The smartphone has the highest share of all communication.
Communication share of the home phone increases across age groups,
while smartphone share decreases.
7%
7%
19%
19%
48%
1%
Share of all communication per device
Landline/home phone
Tablet
Laptop
PC
Smartphone
Other 0%
20%
40%
60%
Total 13+ Men Women 13-19 20-34 35-49 50-64 65+
Share of communication per device per age group
Landline/home phone Smartphone Tablet Laptop PC

51
Nu.nl, YouTube and Spotify are the most widely downloaded media apps,
both on mobile and tablet. For the first time no increase in the average
number of apps.
10%
10%
11%
12%
13%
14%
20%
25%
28%
37%
RTL XL
Netflix
AD.nl
De Telegraaf
Google Play Music
NOS
NOS teletekst
Spotify
Nu.nl
Youtube
Top 10 Media apps - Smartphone
14%
14%
15%
16%
17%
18%
18%
22%
25%
39%
Horizon Go (Ziggo)
NOS Teletekst
NOS
De Telegraaf
NPO (uitzending gemist)
Netflix
RTL XL
Spotify
Nu.nl
Youtube
Top 10 Media apps - Tablet
Average # of apps
on mobile: 28
Average # of apps
on tablet: 25

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

54
97%
Households
with TV
1.6
Average # of TVs
per household
38%
Hard disc recorder
ownership 2015
22%
31%
Connected TV
penetration
2014 vs. 2015
Source: Media Standard Survey 2015
Trends and developments – I

55Source: SKO 2012 – 2016 Q2, TA: +6, Linear TV is all the direct watching
(exclusive recorded TV programs that are watched on the same day)
Average viewing time per day (NL 6+)
in 2016 Q2: 174 minutes (vs. 181
min. in 2015 Q2). There’s a high drop
(-4%) in linear TV consumption from
2015 Q2 to 2016 Q2 (to 152 minutes
per day).
Watching linear TV is still the norm,
but catch-up TV is gaining ground with
an average viewing time of 12
minutes per day in 2016 Q2, which is
equivalent to 7% of total viewing time.
Non-linear viewing mostly happens
the same day.
178 175 178
168
158
152
11
11
11
11
11
10
3
4
5
6
6
6
4 5
5
6
5
5
1
1
1
0
20
40
60
80
100
120
140
160
180
200
220
2012 2013 2014 2015 2016 2015 Q2 2016 Q2
Dutchviewingtime(perday)
Linear TV
Video, DVD & HDR
Non-linear viewing
(same day)
Non-linear viewing
(one week)
Non-linear viewing
(28 days)
Trends and developments – II 196 195 199 192 181 174

56
Trends and developments – III
SBS Broadcasting will move its
Champions League broadcasts
from SBS 6 to Veronica.
According to SBS, Veronica is
more fit to broadcast football
and will allow SBS 6 to focus
on Dutch productions.
Hulu will launch a streaming
service for live television as
alternative to cable television.
Youtube also plans to launch a
similar product, called
Unplugged.
Source: http://www.sanoma.nl/pagina/persnieuws/uefa-champions-league-verhuist-van-sbs6-naar-
veronica/?kl=1299&ku=50868&utm_source=SIM&utm_medium=email&utm_campaign=BusinessUpdateExtraSBSnieuws&utm_content=&utm_term=a_1113| http://www.emerce.nl/nieuws/triade-
media-blijkt-overgenomen-rtl-nederland | http://spot.nl/hbbtv-nu-klaar-grote-publiek/ | http://www.emerce.nl/nieuws/694912
RTL Nederland has taken-over
TV network Triade Media. The
added channels of Triade are
intended to increase targeting
possibilities for advertisers.
HbbTV (Hybrid broadcast
broadband TV) is ready to be
introduced. HbbTV allows
viewers to gain more
information, chat and play
along with TV shows in an
interactive environment filled
with extra content.

57
Trends and developments – IV
Beauty vlogger NikkieTutorials
has the highest PR-value (€ 20
MIO), according to research of
Clipit. Even though
NikkieTutorials does not have
the highest online reach, her
influence is determined by the
large amount of generated
social buzz.
During fall 2015, Linda.tv went
live. Linda first announced the
service to be a paid-on-
demand service with the first 6
months being free. However,
Linda now decided to make it
free as a whole. Linda.tv
counted 123.000 subscribers
as of march 2016.
Source: BrandDeli nieuwsbrief – BrandDeli inkoopinformatie juli 2016, 31/05/2016| http://www.emerce.nl/nieuws/beauty-vlogger-nikkietutorials-grootste-pr-waarde |
http://www.emerce.nl/nieuws/nederlandse-virtual-reality-bioscoop-trekt-europa-in | http://www.mediacourant.nl/2016/03/tv-zender-linda-de-mol-blijft-gratis/
The Dutch &Samhoud media’s
world’s first VR-cinema will
move into Europe. The cinema
experience was offered
throughout various Dutch
cities, but will now also be
available in Berlin, Munich,
Copenhagen, London and
Zurich.
BrandDeli will introduce
commercial advertising on their
digital TV channels starting
July 1st. Channels included are
Animal Planet, Nat Geo Wild,
FOXlife, Comedy Central
Family and Discovery Science.

58
32.9
million
cinema visitors
in 2015 (+7%)
€8.37Average price
per ticket (+3%)
€275.6million
in ticket revenue
in 2015
Trends and developments – V
Source: http://www.filmdistributeurs.nl/nieuws/groei-bioscoopbezoek-2015-bewijst-kracht-bioscoopbeleving/
From 2014 to 2015 the number of cinema visitors went up by 7%.
The total number of cinema visitors is at a historically high level (only previously seen in 1967).

59
STER (Dutch Government)
RTL
RTL/Triade
SBS Broadcasting
Source: retriever.nl, Q2 2016 | Note: As of January 2016 RTL is also responsible for the advertising on the Triade channels.
Note: RTL Lounge, RTL Crime and Telekids are paid (digital) channels
Note: mostly paid (digital) channels
Dutch TV channels, with advertising possibilities (I/II)

60
Dutch TV channels, with advertising possibilities (II/II)
The Walt Disney Company Benelux
BE VIACOM
Discovery Networks Benelux
FOX International Channels Benelux
56 regional channels
Note: share a channel with Veronica
Source: retriever.nl, Q2 2016

61
NPO channels show year-to-year growth, mainly caused by Euro
2016 in Q2 2016.
Source: SKO Jan 2014 – 2016 Q2, 02.00-26.00, base: all adults 13+| Note: Full audit channels only.
0%
10%
20%
30%
40%
NPO RTL SBS BrandDeli
TV market share
2014 2015 2015 Q2 2016 Q2

62
The biggest channels NPO1, RTL4 and SBS6 all show growth. The
biggest growth factor for SBS6 is caused by acquiring Champions
League broadcasting rights.
Source: SKO 2014 – 2016 Q2, 02.00-26.00 base: all adults 13+ | Note: Full audit channels only.
STER RTL/Triade SBS BrandDeli Disney
0
5
10
15
20
25
%
Market share
2014 2015 2015 Q2 2016 Q2
Other

63
All BrandDeli channels grew in media spend. NPO1 shows
significant growth, influenced by Euro 2016
0
50
100
150
200
250
300
350
€millions
Gross media spend per channel
Q2 2015 Q2 2016
-30%
+41%
-4%
-7%
-43%
Source: Nielsen, 2015 Q2 and 2016 Q2. | Note: Only gross spend for TV. | Note: As of January 2016 RTL is also responsible for the advertising on the Triade channels.
SBSRTLSTER BrandDeli RTL/Triade Disney
+191% +188%
+374%

64
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
TV spend shows a clear seasonality pattern which is very consistent year-on-year.
Highest spend levels are in spring and fall, with summers relatively quiet. TV vendors
all use monthly indices to reflect the seasonality influences in their rate cards.
Source: Nielsen, 2013 – 2016 Q2 | Note: Only gross spend for TV.
Total spend 2016 Q2: € 1.125.777.073
Total spend 2015 Q2: € 1.040.042.777
Total spend 2014 Q2: € 1.096.635.165
Total spend 2013 Q2: € 913.843.400

65
When looking at individual brands advertising on TV, supermarket chain
Albert Heijn comes out on top. Overall, retail brands dominate the top 10
with 5 brands in total.
No. Brand Category TV gross spend
Q2 2016
3 Nivea FMCG € 15,730,605
5 Samsung Technology € 12,232,695
6 Plus Retail € 10,920,116
7 Renault Automotive € 9,909,073
8 Staatsloterij Lottery € 9,680,123
9 Lidl Retail € 9,123,034
10 Specsavers Optician € 8,949,434
Source: Nielsen, 2016 Q2 | Note: Only gross spend for TV.

66
Clutter of broad family/women’s channels. Kids and male channels
have a more distinct profile. Also TLC manages to create a clear
female profile.
Source: SKO, 2016 Q2, all day (02:00 – 26:00), base: all adults 13+

67
No clear “second screen definition”. Please take a look at two ways
in which the “second screen definition” is used.
SECOND SCREEN
Use of other screen
(smartphone, tablet, laptop)
while watching TV
To interact with the TV programme To do other stuff

68
Two options for non-linear TV viewing:
On TV screen (set-op box with hard disk or hard disk, video or DVD recorder)
Non-linear TV viewing within 6 days of programming is added to the regular TV viewing ratings.
Online (laptop/tablet)
SKO is planning to start delivering the first online video advertising data (census data) in 2015.
Census data will be available for both traditional as well as non-traditional broadcasters starting
in September 2015. The next step will then be to add panel data to the census data.
40% of non-linear
TV viewing is on
the same day;
28% is watched
the day after the
original broadcast
Source: SPOT TV Annual Report 2014 and 2015
6.1% of total
viewing time is
non-linear via
TV screen
VIDEO ON DEMAND
TV screen, laptop, tablet
and/or smartphone.
Non-linear TV-viewing
(broadcast by traditional broadcasters, i.e. RTL, SBS and Ster)
Broadcast via non-traditional broadcasters
(i.e. Netflix, Youtube, etc)
Also for ‘Video on demand’ the definition is clarified to avoid
confusion

69
Main players – ‘traditional’ non-linear viewing
Hard disk recorder
‘RTL XL’ & ‘Kijk’
A selection of TV content from the RTL/SBS channels. Also includes previews of shows and a
selection of movies and series (mostly paid content). RTL is experimenting with subscription instead
of pay-per-view. Available via laptop, smartphone, tablet and smart TV.
‘Uitzending Gemist’ (NPO)
TV content from all the public TV channels. Available via laptop, smartphone, tablet and smart TV.
NLziet (NPO, RTL, SBS)
NLziet is a subscription (€8.- per month) for the three online platforms NPO Plus, RTLXL and Kijk.
Subscribers can watch all content of Dutch TV up until 365 days after broadcasting. No advertising.
Available via laptop, smartphone and tablet.

70
Pathe Thuis (Pathe at Home). Cinema media owner Pathe developed a platform to watch movies at
home (pay-per-movie). Available via laptop, tablet and smart TV.
Netflix entered the Dutch market in September 2013. For €8.- per month users have a basic account
and have unlimited access to movies and series. Next to the basic subscription Netflix also offers a
standard (€10.-) and premium (€12.-) subscription. Available via laptop, tablet, smartphone and
smart TV.
YouTube offers mostly user-generated content. The first paid channels have already been
introduced. Not yet in the Netherlands, but it is likely that in the near future paid channels will also be
launched in the Netherlands. Available via laptop, tablet, smartphone and smart TV.
Videoland was once the biggest offline movie rental company in the Netherlands. They now offer a
lot of on-demand movies (pay-per-movie). Available via laptop. In August 2013 RTL took over
Videoland.
Main players – non-traditional

71
Netflix is popular in the Netherlands, but there are alternatives
Netflix alternatives:
- Videoland unlimited
- Mubi
- SundanceNow Doc Club
- Spuul
- Crunchyroll
- Gaiam TV
- Hulu
- HBO
Netflix has an estimated total of 1.3 million
subscribers in the Netherlands at the end of 2015.
However, the global growth of subscribers seems
to stagnate in the first half of 2016. Netflix counts
1.7 MIO new subscribers in 2016 Q2 and
expected 2.2 MIO new subscribers. Moreover,
Netflix has to deal with growing competition.
Source: http://www.nu.nl/internet/4024618/overzicht-zes-beste-netflix-alternatieven.html | http://www.pwc.nl/nl/persbericht/ott-tv-ten-koste-van-lineair-tv-kijken.jhtml
http://www.emerce.nl/nieuws/kwartaalcijfers-netflix

72
Multi-tasking while watching TV is becoming increasingly popular.
The most popular activities include e-mailing, checking social
networks and chatting with friends.
Source: GlobalWebIndex, 2015 Q2 – 2016 Q2, Base: Internet users NL16+
0%
10%
20%
30%
Multi tasking activities
Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Desktop
PC
e-Reader Laptop PC Mobile
phone
Tablet
device
None of
the above
Multi tasking while watching TV
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016

73
Gender
Multitasker while watching TV: mostly 35-44 years old, medium
income and interested in travelling, TV shows/series, sports, health
and food/cooking.
51% 49%
21,8% 22,8% 22,9% 17,9% 14,5%
0
50
100
150
0%
25%
50%
% Index
Source: GlobalWebIndex, 2016 Q2, Base Internet Users NL16+ (N= 801), TA: MultiTasker (N=463)
36%
40%
24% Low (Bottom 25% income) (index 91)
Mid (Mid 50% income) (index 103)
High (Top 25% income) (index 113)
Interests
Income
Age
0
50
100
150
0%
10%
20%
30%
40%
50%
60%
70%
% Agree Index

74
YouTube has by far the highest reach of all VoD channels. Within the
“traditional” players, RTL had the highest reach. This changed in July
’15, when Netflix overtook them.
Source: GfK DAM, base: 13+, average monthly reach 2015 – 2016 Q2
0%
10%
20%
30%
40%
50%
60%
70%
80%
Jan '15 Feb '15 Mar '15 Apr '15 May '15 Jun '15 Jul '15 Aug '15 Sep '15 Oct '15 Nov '15 Dec '15 Jan '16 Feb '16 Mar '16 Apr '16 Mei '16 Jun '16
Video on Demand – average monthly reach
YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet

75
Netflix has the highest reach particularly in the 13-19 age group. The total
reach of Linear TV viewing is still much higher compared to non-linear.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Total 13+ 13-19 years 20-34 years 35-49 years 50-64 years 65 years and older
Monthly reach
Netflix RTL XL NPO gemist KIJK.nl
Source: DAM 13+, 13-19, 20-34, 35-49, 50-64, 65+, Apr 2016 – Jun 2016 (average monthly reach) | SKO 13+, 13-19, 20-34, 35-49, 50-64, 65+, Apr
2015 – Jun 2015, all day, average monthly reach within the period
STER: 94%
RTL: 94%
SBS: 91%
STER: 90%
RTL: 91%
SBS: 89%
STER: 97%
RTL: 96%
SBS: 94%
STER: 100%
RTL: 96%
SBS: 94%
STER: 94%
RTL: 93%
SBS: 90%
STER: 88%
RTL: 91%
SBS: 84%

76
TV viewing on tablet or smartphone is increasing in popularity.
Netflix is the most popular on-demand media service with 27% of
the people using it in 2016 Q2.
19,2%
10,7%
3,1%
18,9%
13,0%
2,9%
21,5%
15,6%
4,6%
21,0%
11,9%
3,4%
27,2%
15,1%
5,6%
0%
5%
10%
15%
20%
25%
30%
Netflix RTL XL Videoland
Which of the following services have you used in the
last month?
2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2
Source: GfK Trends in Digitale Media (N=1,151) | Source: GWI on-demand media service Q2 2015 – Q2 2016, base: NL 20-49
28%
30%
11%
18%
26%
31%
8%
24%24%
32%
12%
26%
25%
31%
14%
27%
23%
31%
15%
26%
24%
29%
15%
26%
Desktop (PC) Laptop/Netbook Smartphone Tablet
Devices used by people to watch television
Jun 13 Dec 13 Jun 14 Dec 14 Jun 15 Dec 15

77
Professional content most popular, both TV as well as other
professional content. The younger the target audience the more time
is spent on user generated content.
Source: Media:tijd 2015, base: All adults 13+ (N=2,953)
0
5
10
15
20
25
30
35
NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year
Minutesperday
Non-linear content
Non-Linear TV content Other professional content User generated/youtube

78
Catch-up TV has grown significantly. ‘Ik Vertrek’ is the most watched
catch-up TV show in 2016 Q2.
Date Day Programme Channel Viewers
(x1000)
1 22-04-2016 Fri Ik Vertek NPO1 362
2 05-04-2016 Tue De Rijdende Rechter NPO1 310
3 02-04-2016 Sat De Kwis NPO1 275
4 08-05-2016 Sun Familie Kruys RTL4 254
5 22-04-2016 Fri Witse NPO1 243
6 04-06-2016 Sat Beste zangers NPO1 222
7 09-05-2016 Mon Mr Frank Visser Doet Uitspraak SBS6 214
8 23-05-2016 Mon Jacht SBS6 210
9 30-05-2016 Mon Blacklist RTL5 196
10 15-04-2016 Fri Holland’s Got Talent RTL4 191
Source: SKO, trends in uitgesteld kijken via de televisie,+ 02:00-26:00 UUR, 6+, 2016 Q2

79
#locations #cinema halls #seats #visitors Q2
Pathé 25 198 41.739 2.942.753
Kinepolis 9 45 9.047 293.925
VUE 6 41 8.289 390.323
Utopolis 5 34 6.365 215.444
Other 35 156 22.922 1.083.498
Total 79 (56%) 480 (66%) 91.629 (71%) 4.925.943 (81%)
#locations #cinema halls #seats #visitors Q2
VUE/RSB/Other 62 242 37,820 1.155.644
Total 62 (44%) 242 (34%) 37.820 (29%) 1.155.644 (19%)
Source: Jean Mineur & Fox Screen, Q2 2016
Next to main player Jean Mineur, FoxScreen (sister company of CineFox; silent
local advertising) entered in 2015 the market as vendor for national cinema
advertising. With a market share of 81%, Jean Mineur still is the biggest vendor.

80
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
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
#Cinemas&FilmReleases
Visitorsinmillion
# Visitors (million) # Film releases # Cinemas
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema
Media Owners), annual report 2015 | http://www.volkskrant.nl/media/britten-en-belgen-gaan-strijd-met-pathe-aan~a4128460/

81
In general, an increase of cinema visits is visible in 2015
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), annual report 2015 | http://foxscreen.nl/
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
4.500
Visitsin‘000
4-week period
Cinema visits per 4 weeks
2015 2014

82
0
20
40
60
80
100
120
140
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
4,0
4,5
Mediaspend(in€millions)
Seasonality cinema (spend & visitors)
Average visitors index 2007-2011 2014 2015 2016
Cinema does not have the same seasonality pattern that we see for TV, however
generally there is an increase in spend around December. Cinema vendors use
monthly indices to reflect the seasonality influences in their rate cards.
Source: Nielsen, 2014 - 2016 Q2 | Average seasonality cinema visits Jean Mineur Network 2010-2015 | Only gross spend for cinema

83
The movie ‘Spectre’ was the most popular film in 2015
Title Revenue
(in ‘000)
Visits
(in ‘000)
Spectre € 19,155 2,041
Minions (3D) € 13,143 1,611
Jurassic world (3D) € 9,999 1,007
Star Wars: The Force Awakens (3D) € 9,090 864
Fast & Furious 7 € 8,421 956
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema
Media Owners), annual report 2015

84
The regular cinema visitor is more male and is younger than the non-
regular cinema visitor. High social class for both visitor groups.
52% 48%
Profile regular cinema visitor*
Source: NOM Print & Doelgroep Monitor 2015 I – 2015 II, base: total NL 13+ (N= 17.171) | * Regular cinema visitor is defined as someone who visits a cinema at least
once a month, non-regular visitors are people who visit the cinema less than once a month.
Profile non-regular cinema visitor*
4%
30%
19%
18%
18%
11%
13-14 (index 148) 15-24 (index 205)
25-34 (index (135) 35-49 (index 73)
50-64 (index 74) 65+ (index 54)
Social
class
% Index
A 31% 142
B1 26% 116
B2 22% 108
C 9% 60
D 12% 60
Social
class
% Index
A 27% 123
B1 25% 113
B2 23% 111
C 13% 85
D 12% 61
49% 51%
4%
21%
17%
30%
19%
9%
13-14 (index 164) 15-24 (index 139)
25-34 (index (122) 35-49 (index 122)
50-64 (index 79) 65+ (index 44)

85
For both 2014 and 2015 the age group 6-15 has the highest reach
for cinema
Source: Bioscoopmonitor 2015
74%
81%
73%
58% 59%
55%
38%
32%
75%
83%
73%
61% 59%
62%
43%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+
Cinema reach
2014 2015

87
MCP: Listening
Consumers´ listening patterns are also
rapidly changing. New players such as Spotify have
entered the market and are changing the way
consumers experience music. The availability of music
and radio via multiple devices further impacts how
people experience listening to music and radio.

88
Trends and developments I
22tracks and Vice will
intensify their partnership,
with more focus on
marketing and creativity.
Both parties see the
benefits, particularly
because both brands
complement each other.
A deal between TMG and Talpa
will see radio stations SLAM!,
Sky Radio, Radio 538 and Radio
Veronica combined in one radio
company. With 27% market
share this could potentially
become the biggest commercial
radio company in The
Netherlands. Talpa also holds a
minority stake in Radiocorp,
which operates radio stations
100% NL and Radio 10.
In 2015, reach of online radio
has increased to 49 percent.
According to research of
MeMo2 commissioned by
Media Exchange and OMS
listening to online radio (online
FM, digital channels and
streaming services) is more
common nowadays. The
average listening time per day
is 2 hours and 31 minutes.
Source: http://www.nu.nl/internet/4093236/spotify-integreert-elektronische-muziek-van-beatport.html | http://www.emerce.nl/nieuws/bereik-online-radio-nederland-49-procent
| http://nieuws.tmg.nl/tmg-kondigt-strategische-samenwerking-met-talpa-aan-op-gebied-van-radio-tv-en-ott | http://www.emerce.nl/nieuws/694063
In the first quarter of 2016,
advertising income of radio
stations has decreased with
2,4 percent (€46 MIO in
total). Despite this drop, the
number of advertisers has
increased to a total of 1018
(911 last year).

89
Trends and developments II
The current broadcasting licenses of commercial radio for
broadcasting via FM, AM and DAB+ originally expired in 2017, but
are extended until 2022. The government will assign new licenses
by auction, an idea that caused a lot of resistance. By the
extension, minister Kamp meets the needs of radio stations and
the Dutch House of Representatives.
Radio stations who want to broadcast on FM, also have to
broadcast through DAB+. Since 2015 also DAB+ licenses without
FM licenses are sold by the government.
Compared to other European countries, The Netherlands have
the fastest role of digital radio DAB+.
The media exchange is an independent trading platform for real-
time programmatic buying of radio spots at theme stations (e.g.
538 dance department, Sky radio lounge, etc). The Media
Exchange supports real time buying for radio spots the same way
online display advertisements are bought.
Participating radio stations are online theme stations of: 538
Groep, Sky Radio Group, Q-music, Radio 10, 100%NL, Arrow
Caz, RTL Lounge, Soul Radio, Candlelight, Slam! , DeepFM,
BNR Nieuwsradio, Brute Beats, 18 Hits and Gooisch music.
Source: http://radio.nl/807298/veiling-van-radiofrequenties-wat-gaat-er-gebeuren | http://www.adformatie.nl/nieuws/vergunningen-fm-frequenties-met-vijf-jaar-verlengd |
http://www.themediaexchange.nl/?mc_cid=b905d536f1&mc_eid=5ced93674c

90
Dutch radio stations, with advertising possibilities (I/II)
STER
One Media Sales
Sky Radio Group
Q-Music NL

91
Dutch radio stations, with advertising possibilities (II/II)
E-power advertising
Groot Nieuws Radio
FD Mediagroep
FunX
112 regional stations
22 online stations
Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations

92
Big decrease in market share for Classic FM, NPO Radio 2 and
NPO3FM, while market share of 100% NL, Sublime FM and BNR
Nieuwsradio is increasing.
Source: NLO, based on audience of 10+, Note: % is Avg Oct-Nov‘15 vs Apr-May ‘16
0%
5%
10%
15%
Market share (%)
Oct-Nov 2015 Dec-Jan 2016 Feb-Mar 2016 Apr-May 2016
+4% -13%
-7%
+15%+4%

93
Top 3 stations in media spend are Radio538, Q-music and Sky Radio.
Radio10 shows the most YoY growth in media spend.
0
5
10
15
20
25
30
35
40
45
50
MediaSpendperStation(inMillions)
2015 Q2 2016 Q2
+58%
-35%
+40%
-54% -44%
Source: Nielsen, 2015 Q2 – 2016 Q2
Gross spend for radio only.

94
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
90.000
100.000
GrossmediaspendX1000
2013 2014 2015 2016
Although the spend levels for radio differ over the years, there seems to be a clear seasonality trend. From January to June spending
slowly raises. After a dip in the summer period, it increases rapidly to an maximum in Q4 (due to multiple top-lists and Christmas
actions at the end of the year). Some Radio vendors uses monthly indices to reflect the seasonality influences in their rate card.
Seasonality spend influences for radio
Source: Nielsen, 2013 - 2016 Q2
Total spend 2016 Q2: € 201.646.706
Total spend 2015 Q2: € 206.855.776
Total spend 2014 Q2: € 190.762.619
Total spend 2013 Q2: € 172.318.328

95
No. Brand Category Radio gross spend in Q2 2016
1 Renault Automotive €6,065,750
2 Kruidvat Retail €4,025,671
3 Lidl Retail €3,359,184
4 Ziggo Telecom €3,313,675
5 Rabobank Finance €3,249,386
6 Volkswagen Automotive €3,037,417
7 Opel Automotive €2,344,132
8 T-Mobile Telecom €2,305,890
9 Vodafone Telecom €2,210,546
10 Bol.com Online retail €2,169,095
When looking at individual brand level in radio spend, the automotive, retail and
telecom sectors are represented heavily. Bol.com is the only exclusively online
retailer in the top 10.
Source: Nielsen, Q2 2016

96
For the older audience there is some clutter, mostly among the
public radio stations. A young and more female station is missing in
the radio landscape.
Source: NLO, 2016 (Apr-Jun), based on 10+
Young
Male
Old
*Radio Veronica:
‘oldies’ (music more
than 5 years old)
*BNR Nieuws
Radio: News
*SLAM!:
Dance and new hits
*Sublime FM:
Jazz and/or classic
*100% NL:
Dutch
Since January 2016,
Radio 6 ceased its
radio activities. This
soul and jazz
channel is replaced
by NPO Soul and
Jazz
Female

97
Desktop and laptop getting less popular for radio usage. TV is the most
popular for digital listening.
Source: Trends in Digital Media 2015, GfK Intomart, December 2015, base: online population 13+ (N=1,151) *Claims to listen radio via device **Television was previously
reported as SettopBox. Since the December 2015 publication it’s categorized under television.
0%
5%
10%
15%
20%
25%
30%
35%
June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15 Dec'15
%Agreetolistenviadevice
Digital radio listening*
Desktop Laptop Smartphone Tablet Television** Streaming- network audioplayer

98
Most time spend on online radio via TV, followed by desktop and streaming.
Radio station apps are getting popular, although Spotify is way ahead. No
big difference between app download for Phone or Tablet.
Source: Trends in Digital Media, GfK Intomart, December 2015, base: All (n=1.151)
0% 5% 10% 15% 20% 25%
Spotify
Radio 538
NPO 3FM
Q-music
Nederland.fm
NPO radio 2
NPO radio 1
Sky Radio
100%NL
Radio Veronica
Radio 10
Radio Apps (downloaded)
Tablet (n=718)
Smartphone (n=931)
52
91
36
43
23
13
0
50
100
150
200
250
300
Average minutes per week
Desktop
TV
Laptop
Streaming-/network player
Smartphone
Tablet
Source: Trends in Digital Media, GfK Intomart, December 2015, base: owners of tablet and/or
smartphone

99
Streaming music
Application-based (laptop &
smartphone) music streaming
service. 6,8 million free users
(1.7 million monthly active). Only 7%
of the Dutch are paying for the music
streaming provider Spotify. Part of
the paid versions are offered through
agreements with KPN and T-mobile.
Avg monthly reach Q2 2016
21,4%
An audio platform that enables
sound creators to upload, record,
promote and share their originally-
created sounds.
3,6%
Web-based music streaming service.
Also available on smartphone
(partner with telecom provider T-
Mobile). Spot advertising within
playlist possible.
2,1%
Source: Spotify | DAM Q2 2016 (TA 13+ N=1,091), Average monthly reach all platforms | Device ownership Spotify - Trends in Digital Media, GfK Intomart, Dec 2014, base:
online population 13+ who own a tablet and/or smartphone AND have al least one app

101
MCP: Reading
Reading is slowly shifting from paper to (online) screens. More and more people are reading
newspapers on their tablet or mobile phone. Increasingly, news content is being accessed
via free news sites or apps. These new possibilities to get news and read magazines are
dramatically changing the experience of reading.

102
Trends & developments – I
Telegraaf Media Group (TMG) acquired
Amsterdam Fashion Week. Also TMG
will establish a new online fashion
platform, which aims to build a stronger
connection between Amsterdam
Fashion Week and the fashion industry.
TMG believes that the acquisition
enriches its current portfolio (De
Telegraaf, Vrouw, Metro) in which visual
presentation becomes more important.
Vogue launched its first Vogue Living
edition in The Netherlands. The glossy
aims to provide readers with inspiration
for living and home decoration ´with a
fashion feeling´. In 2015, other
magazines such as JAN and Happinez
also launched a living special.
A new magazine ‘VEED’, for children
between 9 and 15, was launched in
May 2016. VEED is like a TV-guide 2.0,
for ‘everything you have to watch’ with
a focus on YouTube and famous
YouTube stars. The creators of the
magazine (and app) believe that this
so-called streaming generation still
wants to read a paper magazine every
now and then.
.
Source: http://uk.fashionnetwork.com/news/Telegraaf-Media-Groep-acquires-Amsterdam-Fashion-Week,695825.html | http://www.bladendokter.nl/wonen-favoriete-glossy/ |
http://www.bladendokter.nl/youtube-sterren-kiezen-papier/

103
Trends & developments – II
Medium joins the battle of content distribution by offering
publishers a platform, advertising possibilities, paywalls
and support distribution. Medium aims to provide solutions
for the many challenges that publishers have nowadays
(ad blockers, decreasing reach and interest for advertising)
and hereby successfully competes with popular content
platforms such as WordPress
De Persgroep Nederland launches ADR Nieuwsmedia
which includes AD together with all regional newspapers of
De Persgroep. This makes it the largest news organization
in The Netherlands with one national newspaper, seven
regional titles and 57 regional editions.
Source: : http://www.bladendokter.nl/medium-biedt-uitgevers-platform-en-paywall-aan | https://www.retriever.nl/medianieuws/de-persgroep-nederland-lanceert-adr-nieuwsmedia/

104
Blendle is a micropayment platform for quality content. Subscribers can top up their Blendle wallet and are
then only one click away from buying articles from various newspapers and magazines. After steadily
expanding in its Dutch home market since its launch in 2014, the platform has now also been launched in
Germany (2015) and is in a beta trial phase in the US (2016).
As part of its international expansion plan, Blendle has
expanded its portfolio by adding international newspaper
titles such as The New York Times, The Wall Street Journal
and The Washington Post, as well as Times Inc magazines,
amongst others.
Source: http://www.nu.nl/media/3913043/blendle-krijgt-3-miljoen-van-new-york-times-en-axel-springer.html; http://tweakers.net/nieuws/102770/blendle-heeft-57000-actieve-
gebruikers.html; http://www.emerce.nl/nieuws/blendle-lanceert-btaversie-vs; http://www.wired.com/2016/03/pay-25-cents-read-article-blendle-certainly-thinks/
New media development: pay-per-article/micropayments

105
Newspapers print circulation dominated by national newspapers
1.515
1.192
426
-
200
400
600
800
1.000
1.200
1.400
1.600
2015 Q2 - 2016 Q1
Moving year average circulation figures (in ‘000s)
National newspapers Regional newspapers Free sheets
Source: NOM, 2015 Q2 – 2016 Q2 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)

106
Top 10 ranking Title Newspaper type Total annual paid circulation
Q2 2015 – Q2 2016
Total annual circulation
Q2 2015 – Q2 2016
1 De Telegraaf National 408,191 462,417
2 Metro Free sheets 0 425,846
3 AD National 332,789 384,587
4 De Volkskrant National 222,471 260,172
5 NRC Handelsblad National
140,586 151,039
6 Dagblad De Limburger Regional 127,300 132,939
7 De Gelderlander Regional 106,810 119,906
8 Trouw National 89,600 106,502
9 Noordhollands Dagblad Regional 98,936 102,715
10 De Stentor Regional 91,606 101,725
Tabloid newspaper De Telegraaf is leading the pack in terms of
circulation
Source: NOM, Q2 2015 – Q2 2016 annual moving average circulation figures for newspapers.
Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.

107Source: NOM Print & Doelgroep Monitor 2015-I 2015-II, base: total NL 13+ (N=17,171)
National papers AD and Telegraaf are leading in terms of reach.
Four strong regional titles represented in the top 10.
Top 10 newspapers
in terms of audience reach
Publication type
Average issue reach amongst
NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
AD National 1.383,3 9.8
De Telegraaf National 1.398,3 9.8
Metro National 1.060,0 7.4
De Volkskrant National 729,1 5.1
NRC Handelsblad National 376,5 2.6
De Gelderlander Regional 355,0 2.5
Brabants Dagblad Regional 315,1 2.2
AD Rotterdams Dagblad Regional 301,4 2.1
Trouw National 294,8 2.1
De Stentor Regional 266,5 1.9

108
Online reach of news site Nu.nl is bigger than websites of
traditional print papers
No. Top 10 online News
brands
Reach (%) Reach (‘000) # Visits (‘000) Avg visit frequency
1
Nu.nl
56.4 8.032 188.961 22,9
2
NOS
46.8 6.664 216.807 33,8
3
Telegraaf
38.2 5.436 129.372 20,2
4 AD 37.9 5.400 97.312 16,5
5
RTL nieuws
27.0 3.845 34.777 7,9
6 NRC 15.7 2.238 18.096 8,2
7
De Volkskrant 14.8 2.114 20.203 5,8
8
Metro 11.6 1.646 5.359 13,3
9
Privé 11.0 1.573 9.807 2,2
10 Omroep Brabant 10.1 1.435 16.541 8,7
Source: DAM, base: 13+, average reach Q2 2016 all platforms

109
0
20
40
60
80
100
120
140
Newspapers
Grossspend(inMillions)
2013 2014 2015 2016
Newspaper spend levels dip slightly in summer and rise around
Christmas. 2016 spend levels are significantly below previous years.
Source: Nielsen, 2013 -2016 Q2
Gross spend for newspaper advertising only.
Total spend 2016 Q2: € 188.185.194
Total spend 2015 Q2: € 292.159.072
Total spend 2014 Q2: € 287.064.325
Total spend 2013 Q2: € 306.317.919

110
No. Brand Category Newspapers gross spend in Q2 2016
1 Kras Reizen Travel €7,239,095
2 Koopjedeal.nl Media €7,104,465
3 NRC* Media €4,738,932
4 Stip Reizen Travel €4,514,308
5 Corendon Travel €4,457,116
6 Molenaar Health €3,829,996
7 Familieberichtenonline Media €2,697,285
8 Stella Cycling €2,607,414
9 Woonsquare Home and living €2,279,959
10 Lidl Retail €2,152,080
Travel brands are well represented in top 10 media spend for
newspapers.
Source: Nielsen, 2016 Q2
Gross spend for newspapers only.
*NRC brand consists of all media of NRC. Most ads are for their own newspapers

111
Telegraaf and Brabant Combinatie advertising revenue drops
significantly. Most growth in media spend for Trouw and NRC.Next.
0
10
20
30
40
50
60
70
Mediaspend(inmillions)
2015 Q2 2016 Q2
-78%
+23%+51%
-48%
Gross spend for newspapers only.

112
Reading newspapers digitally is becoming increasingly common
across all platforms.
38%
20% 20%
36%
21%
23%
35%
22%
24%
39%
27%
28%
Pc/Laptop Mobile Tablet
NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II NPDM 2015 I - 2015 II
Source: NPDM releases: 2013 I – 2015 II, base: total NL 13+
Digital use of newspapers

113
Family, culinary and women’s magazines have highest circulation
figures
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Family Culinary
mags (incl
sponsored)
Women's TV listings Home
decoration,
gardening
& DIY
Newspaper
magazines
Special
interest
Kids &
youth
Mind &
body
Popular
Science
Travel Other
Moving year average total circulation (in ‘000s)
Source: NOM, Q2 2015 – Q1 2016 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).

114
In the magazine category high circulation numbers for sponsored
magazines. Kampioen has the highest total circulation in Q2 2015 –
Q1 2016.
Top 10 magazines in
terms of circulation
figures
Title Magazine type Total paid circulation
Q2 2015 – Q1 2016
Total circulation
Q2 2015 – Q1 2016
1 Kampioen Family
3,448,021 3,448,021
2 Allerhande Culinary sponsored
0 2,054,001
3 Boodschappen Culinary sponsored
0 1,977,278
4 Eigen Huis magazine
Home decoration,
gardening & DIY 726,812 726,812
5 Vrouw Women’s
0 564,132
6 Zorgbelang Special interest
0 497,534
7 AD Magazine Newspaper mags
0 430,729
8 Veronica Magazine TV listings
365,230 366,677
9 Het Volkskrant Magazine Newspaper mags
0 344,606
10 Libelle Women’s
320,709 323,972
Source: NOM, Q2 2015 – Q1 2016 annual moving average circulation figures for magazines

115Source: NOM Print & Doelgroep Monitor 2015-I 2015-II, base: total NL 13+ (N=17,171)
Women’s and family titles have highest reach
Top 10 magazine titles
in terms of audience reach
Publication type
Average issue reach amongst
NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
Kampioen Family 4,976 34.1
Allerhande Sponsored 4,122 29.8
Libelle Women’s 1,779 12.4
Donald Duck Kids 1,449 9.7
Veronica TV listings 1,380 8.8
LINDA. Women’s 1,164 8.1
Margriet Women’s 1,159 7.9
Vrouw Women’s 1,118 7.9
Privé Celebrity 1,100 7.7
Quest Science 1,017 6.6

116
0
10
20
30
40
50
January February March April May June July August September Oktober November December
Magazines
grossmediaspendinmillions
2013 2014 2015 2016
There is a strong seasonality pattern for magazines. It shows highest
spend levels in spring, fall and during the Christmas season.
Gross spend for consumer magazines only.
Total spend 2016 Q2: € 82.581.635
Total spend 2015 Q2: € 93.523.131
Total spend 2014 Q2: € 97.154.609
Total spend 2013 Q2: € 103.065.854

117
No. Brand Category Gross spend in Q2 2016
1 Hollands Nieuwe Telecom €1,642,841
2 ANWB Retail €991,103
3 Voordeeluitjes Media €940,071
4 Cookloveshare.nl Travel €935,099
5 Albert Heijn Travel €886,995
6 Stella Cycling €881,137
7 Conimex Service €751,832
8 Andrelon Media €716,575
9 Otolift Travel €601,317
10 Rolex FMCG €497,085
When looking at an individual brand level in magazine spend,
Hollands Nieuwe comes out on top by a big margin.

118
Allerhande has the highest amount of media spend. The decrease in
media spend is the highest for Veronica and Grazia.
0
1
2
3
4
5
6
7
8
9
10
Mediaspend(inmillions)
2015 Q2 2016 Q2
+10%
-42%
+12%
-41%
-43%

119
Wegener media is number one door-to-door paper with 43,8%, which is more than 3
times bigger than Holland media combination.
29%
90%
80% 83%
73%
51%
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% Total reach doordrops
Total Reach %
Source: NOM folder monitor 2016 | NOM Huis-aan-huis bladen monitor 2014
# Title Reach %
1 Wegener Media 43,8%
2 Holland media combinatie 14,5%
3 Totaal Zuid Holland 9,9%
4 A&C Media 8,2%
5 NDC mediagroep 7,6%
Top 5 Door-to-door papers
All door-to-door
papers have a
reach of 61,8% in
The Netherlands

121
MCP: Communicating
Human beings are a social species, with communication taking place throughout the day.
Face-to-face interaction won´t disappear anytime yet but the younger generations don’t
differentiate so much anymore between online/offline communications. The social
experience around communication is changing as communicating via Facebook Messenger,
WhatsApp, Snapchat and the like is getting more and more accepted.

123
Most brands are posting daily on
Instagram. The gap between posting on
Facebook and Instagram is getting
bigger. Advertising on Facebook is
decreasing. Brands post on average 10
posts a week. 78.4% of the are posting
daily content on Instagram. This
percentage is 64.7% for Facebook.
Whatsapp is now the biggest social
media platform in 2016. It is the most
popular social media tool with 9.8
million Dutch people using it and where
7 million people use it daily. LinkedIn,
Twitter and Google+ show decreasing
daily use and YouTube and Facebook
show small increase in daily use.
Source: | http://nos.nl/artikel/2110855-microsoft-koopt-linkedin-voor-26-miljard-dollar.html | http://www.emerce.nl/research/meeste-merken-posten-dagelijks-op-instagram |
http://www.emerce.nl/research/whatsapp-grootste-social-media-platform-in-2016
Microsoft pays $26.2 billion for
LinkedIn, a deal which represents 60
dollar per user. LinkedIn continues to
exist as a brand and will have more
opportunities to grow. Microsoft will
have access to information about
hundreds of millions of people which
Microsoft will use in the form of new
subscriptions and (more personalized)
advertising with the idea to push sales
of office software.

124
Trends and developments – II
0%
10%
20%
30%
40%
50%
60%
Total 16-24 25-34 35-44 45-54 55-64
Using services such as AdBlock in the past month
Q2 2015 (n=751) Q3 2015 (n=791) Q4- 2015 (n=752) Q1 2016 (n=801) Q2 2016 (n=430)
Source: GlobalWebIndex, Q2 2015 – Q2 2016, Base Internet Users NL16+
In Q2 2016, there is
clear uplift in AdBlock
use in the older age
groups, while younger
age groups show a
small decline.

125
Trends and developments III
Source: http://www.adformatie.nl/nieuws/twitter-lanceert-first-view-24-uur-take-over-met-video | http://www.emerce.nl/nieuws/youtube-begint-livestreaming | http://www.adformatie.nl/nieuws/bereik-
snapchat-stijgt-naar-29-onder-13-24-jarigen
YouTube is working on a livestream
app called YouTube Connect. This
must be a competitor of Twitters’
Periscope and Facebook Live.
YouTube Connect is going to be an
app that not only shares videos with
friends, but also posts them on
channels on YouTube itself.
Twitter launches First View, a
24hours video take-over. This is an
expansion of the existing Promoted
Video offer, where Twitter provides
advertisers to occupy the Twitter
timeline for 24 hours which is visible
for everyone who opens Twitter in
the app or at the website. First View
is a tool to generate high reach.
Snapchat is reaching more young
women than men. Also, the use
intensity of Snapchat is very high in
general. In February 2016, the reach
of Snapchat among age group 13-24
increased to 29%. This is an
increase of 8% compared to the
previous month.

126Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
Facebook seems to have plateaued at very high level. YouTube is a
(stable) second network in terms of claimed usage. Google+ is rising
significantly in claimed usage.
Social media usage
In Europe,
Facebook has the
highest mobile
penetration in The
Netherlands
(89.3%)

127
Facebook and YouTube are most used platforms in 2015
Main platforms:
2.8 million
Dutch
people use
Twitter, 1
million use
it daily
3.8 million
Dutch
people use
LinkedIn,
0.4 million
use it daily
3.9 million
Dutch
people use
Google+,
1.3 million
use it daily
6.8 million
Dutch
people use
Youtube,
1.2 million
use it daily
9.4 million
Dutch
people use
Facebook,
6.6 million
use it daily
Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
0.1 million
Dutch
people
use
WeChat,
28.0000
use it
daily
1.6 million
Dutch
people
use
Pinterest,
261.000
use it
daily
1.8 million
Dutch
people
use
Instagram,
722.000
use it daily
0.1 million
Dutch
people use
Foursquar
e, 31.000
use it daily
0.3 million
Dutch
people
use
Tumblr,
125.000
use it daily
0.8 million
Dutch
people
use
Snapchat,
320.000
use it
daily
Upcoming
platforms:

128
In Q1 2016 Snapchat was mainly used in age group 13-19. Older age
groups are now following.
10% 9%
14%
6% 10% 9%
27%
36%
24% 25%
30%
28%
28%
20%
31%
34%
27% 29%
29%
31%
28%
27%
19%
20%
24%
26%
20%
26% 24%
29%
16%
8%14% 11% 8%
10% 10%
15%
7%
FACEBOOK TW ITTER INSTAGRAM LINKEDIN PINTEREST GOOGLE+ TUMBLR SNAPCHAT
AGE DISTRIBUTION OF SOCIAL NETWORKING SITES IN NL
13-19
20-34
35-49
50-64
65+
Source: GfK DAM, base: 13+, Q2 2016 (all platforms)

129
Facebook account ownership grows mainly in older age groups. All
users are becoming more actively engaged.
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 2015 Q3 - 2016 Q2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Active users monthly
2013 2014 2015 2015 Q3 - 2016 Q2
Source: GlobalWebIndex, 2013 – 2016 Q2, Base Internet Users NL16+,

130
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 2015 Q3 - 2016 Q2
Ownership and activity is increasing for Twitter again.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2015 Q3 - 2016 Q2

131
Account ownership of Instagram is overall increasing and is particularly
high for the younger age groups (16-24). Activity is increasing across all
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 2015 Q3 - 2016 Q2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2015 Q3 - 2016 Q2
Source: GlobalWebIndex, 2013 – 2016 Q2, Base Internet Users NL16+, *Instagram data is available from Q2 2013

132
Account ownership and active usage for YouTube are greatly 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 2015 Q3 - 2016 Q2
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2015 Q3 - 2016 Q2

133
Social Media users in The Netherlands: All layers of society use Social
Media, but privacy concerns are still an issue
66% is
worried
about their
data being
sold
59% is
worried
about their
data in
general
58% doesn’t
know if they
can trust
social media
13% has
a lot of
trust in
social
media
Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+

134
Worries about privacy have increased among users. Especially
Generation X and the baby boomers are worried.
44%
48%
0% 10% 20% 30% 40% 50% 60%
Worried
Worries about privacy in The Netherlands
2016 2015
Source: Ruigrok NetPanel, Whats happening online 2016, 18+ n=1,239
26%
38%
51% 52%
42% 42%
35% 34%
28%
17%
12% 12%
3% 3%
1% 2%
0%
10%
20%
30%
40%
50%
60%
Digital teenagers Millennials Generation X Babyboomers
Worried about privacy
Worried Neutral Not worried Don't know

135
Twitter TV buzz is booming, Starcom uses Echo Listening Tool to
analyze social media buzz. SPOT introduced Twitter TV Ratings to
count tweets around TV content.
Source: http://spot.nl/top-10-meest-getwitterde-tv-programmas-2015/
From Echo Listening analyses we’ve
learned that people like to talk about
(special) TV campaigns. People also like
to talk about TV campaigns via social
media. However most of the
conversations are not program related.
No. Date Title Channel Twitter
Reach
Twitter
impressions
Tweets
1
19-05-15 Eurovision Songfestival half final NPO 1 476,464 42,704,592 185,090
2
23-05-15 Eurovision Songfestival final NPO 1 346,002 22,702,381 121,189
3
9-03-15 Nieuwsuur NPO 2 320,856 5,871,752 37,869
4
2-04-15 The passion 2015 NPO 1 313,431 12,190,515 34,494
5
14-11-15 Intocht Sinterklaas 2015 NPO 3 251,037 1,587,606 10,886
6
18-03-15 Nos Nederland Kiest: De Uitslagen NPO 1 228,218 1,227,262 5,580
7
6-11-15 K3 zoekt K3 SBS 6 221,487 8,835,171 47,465
8
9-04-15 3FM awards NPO 3 221,013 1,348,506 5,105
9
15-10-15 Gouden Televizier-Ring Gala 2015 NPO 1 218,005 3,968,892 11,254
10
2-01-16 Wie is de Mol? NPO 1 213,527 3,003,804 9,776

137
E-commerce is growing with
16.5% this year. The Dutch
online shopper is expected to
spend €811 per person, which
is an increase of €26.64
compared to 2015.
More and more consumers are
using their smartphone for
online purchases. Especially in
age group 30-49 smartphones
are used for online shopping.
Consumers prefer to pay via the
website provider. In February,
46% of the consumers have
used their phone to make a
purchase online.
Advertising in messenger apps
is a big opportunity for
marketers right now. People
are spending lots of time on
their smartphone and
especially on messenger apps.
In-app advertising is possible
through banners or text ads.
E-commerce
Source: http://www.marketingonline.nl/nieuws/e-commerce-groeit-dit-jaar-met-165 | http://www.emerce.nl/wire/online-shoppen-smartphone-steeds-populairder |
http://www.emerce.nl/achtergrond/de-opmars-van-adverteren-in-messenger-apps-de-nieuwe-goudmijn-voor-adverteerders | http://www.marketingonline.nl/blog/dit-zijn-5-valkuilen-van-de-
nieuwe-europese-privacywet
Shopping on mobile
Advertising in
messenger apps
EU privacy law
EU gives companies two years to
comply with new privacy law. The
new ‘General Data Protection
Regulation (GDPR)’ will take
effect in 2018 and could have big
impact on all marketing- and
advertising- activities. Companies
could face massive fines if they
mishandle citizens’ personal
information and therefore have to
look into their cookie consent, e-
mail opt-in and privacy statement.

138
Trends and developments – II
Websites are massively struggling with
adblockers. The number of people who
are installing adblockers on desktop,
tablet and phones is growing. Right
now, 4,9% of all Internet users around
the world are not seeing
advertisements. In The Netherlands,
this number is much higher (26%). For
websites this is perceived to be a big
problem as it decreases the value of
online ads.
Half of the Dutch population considers
to install adblockers. People have a
positive attitude towards advertising in
general, but are annoyed by online ads.
The use of adblockers is highest on
laptops and desktops. However, the
intention to install adblocker is highest
for smartphones.
1 out of 10 PC users has installed an
adblocker last year. Interest in
adblockers is not age related.
Publishers are taking action against
adblockers. This is because 85% of
their revenue comes from
advertisements. However, their
approach differs. Publisher Forbes is
using the most aggressive form of
action and therefore eliminates
adblockers.
Source: http://nos.nl/artikel/2056954-websites-worstelen-steeds-meer-met-adblockers.html | http://www.adformatie.nl/nieuws/onderzoek-adformatie-helft-nederlanders-wil-aan-
de-adblocker http://www.emerce.nl/nieuws/een-op-de-tien-volwassen-computerbruikers-heeft-adblocker | http://www.emerce.nl/nieuws/661643

139
Trends and developments-II
DMA Institute is an innovative and leading international digital media auditing and quality assurance service.
Empowering digital leaders and global organizations in “Assessing The True Value Of Digital Media’’.
With DMA you can measure the time ads are visible, which audience has seen the ad and which sites and placements
provided conversions for the brand.
DMA Institute is starting with a certifying process in which partners of DMA-I can earn certification after extensive
workshops, benchmarking and case-building. Starcom Netherlands is the first media agency to start with the
certification process.
Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren

140
According to Integral Ad Science the viewability of ads still is a problem, but
thanks to DMA Starcom is able to optimize viewability.
Viewability* comparison
45%
47% 47%
44% 43%
45%
52%
58%
61%
66%
62%
66% 67%
60%
40%
45%
50%
55%
60%
65%
70%
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016
Integral Ad Science Starcom NL
Viewability* stats 3 most used formats
64%
59%
59%
61%
59%
69%
73%
53%
59%
64%
71%
66%
44%
41%
43%
54%
48%
43%
42%
49%
58%
55%
57%
64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q2 2015 Q3 2015 Q4 2015 Q1 2016
Leaderboard Starcom NL Medium Rectangle Starcom NL Skyscraper Starcom NL
Leaderboard IAS Medium Rectangle IAS Skyscraper IAS
Source: Integral-Ad-Science reports Q1 2016; DMA viewability Benchmark stats Starcom NL; *Viewability as IAB standard: 50% of ad more than one second in view

141
Programmatic Update: Google DoubleClick Bid Manager (DBM)
Cross-environment reporting
shows the effectiveness of
advertising campaigns across all
environments (apps, browsers
and different devices). The
metric links together cookies,
web ID’s and anonymized
google sign-ins to identify a user
and determine the path taken,
from seeing an ad to conversion,
across different environments.
Active View, Google’s
viewability measurement
solution is now available for
YouTube in-stream ads.
Using custom affinity
segments it becomes
possible to target audiences
based on the media they
consume (offline and online)
or based on the products or
services they might be
interested in.
Cross-environment
conversion tracking
Active View
Custom affinity
Segments
It will soon be possible to run
programmatic deals on all
inventory, regardless of the
publisher’s ad server, using
Tag Guarantees deals directly.
This will allow to run
reservation campaigns
together with programmatic
buys and hence gather media
buying in one place.
Tag Guarantees
Source: VIVAKI Programmatic

142
Digital ad formats (I/II)
A range of digital advertising formats are used:
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
Skyscrap
er
120x600

143
Digital ad formats (II/II)
Multiple companies collaborated with IAB in a agency working group to create detailed
specifications for the units to run across screens and operating systems, as well as the mobile
web and apps.
Source: IAB http://www.iab.com/guidelines/mobile-rising-stars-ad-units/

144
42%
14%
18%
38%
44%
15%
18%
38%
46%
17%
20%
41%
49%
19%
23%
43%44%
16%
20%
40%
Social Networks Buying/selling Streaming video Searching for info
2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I 2015 I - 2015 II
Over the last two years all online activities have shown an increase in
usage. However, a decline is visible for 2015.
Online activities done ‘often’ – across time
Source: NPM 2013-I 2013-II to NPM 2015-I 2015-II

145
Most activity on PC/Laptop. Mostly same activities across platforms,
although popularity differs for each platform.
34,7
35,1
35,7
39,3
45,3
47,1
48,7
49,6
53,9
56,6
Used a map or directions service /
app
Searched for a product or service
you want to buy
Used an internet banking service
Visited a news website / app /
service
Uploaded / shared a photo
Used a chat or instant messaging
service / app
Used a webmail service to access,
read or send emails
Checked the weather online
Visited / used a search engine
Visited / used a social network
Top 10 - Mobile
56,2
58,4
62,4
65,1
71,1
71,2
72
75,1
78,3
86,9
Watched a video clip or visited a
video-sharing site
Used an online encyclopedia such
as Wikipedia
service
Purchased a product online
read or send emails
you want to buy
Top 10 - PC / Laptop
13,1
13,3
13,4
15
15,9
18,3
19,7
20,6
23,2
27,4
Used a price comparison service
Used a chat or instant messaging
service / app
Watched a video clip or visited a
video-sharing site
service
you want to buy
read or send emails
Top 10 - Tablet
Source: GlobalWebIndex, 2016 Q2, Base Internet Users NL16+ (N= 801), Have done in the past month

146
Online population is slightly more male, but on a global level Dutch
women spend more time online than in most other countries. Internet
penetration amongst 65+ and lower educated is steadily increasing.
Internet penetration NL 2011 2012 2013 2014 2015 Index (15/11)
Male 90.1% 91.1% 92.2% 93.1% 93.4% 104
Female 84.4% 86.7% 88.1% 88.3% 90.7% 107
13-17 years old 100.0% 99.6% 98.9% 98.9% 99.2% 99
18-24 years old 99.4% 97.6% 99.5% 98.9% 89.8% 99
25-34 years old 98.2% 98.0% 98.8% 99.4% 99% 101
35-49 years old 95.3% 97.8% 98.1% 97.6% 97.9% 103
50-64 years old 86.9% 90.0% 92.1% 91.8% 94.5% 109
65+ 55.0% 57.9% 61.2% 66.4% 71% 129
Low education 62.7% 66.3% 70.5% 70.5% 74.4% 119
Medium education 90.6% 92.5% 93.3% 93.9% 95% 105
High education 96.7% 97.4% 97.7% 98.2% 98% 101
Source: Media Standard Survey 2015 (N= 5,100)

147
All devices increase their popularity as a device to go online. Most people
(76%) do have online access at home on a daily basis.
0%
25%
50%
75%
100%
Online access in %
2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I 2015 I - 2015 II
76%
9%
5% 2% 0% 0% 0% 2% 1%
5%
(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
9%
23%
11%
4%
1% 1% 1% 3% 1%
48%
(Almost)
daily
4-5 days a
wk
2-3 days a
wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No access
at work
Online access - At work
Source: NPM 2015-I 2015-II, base: total NL 13+Source: NPM 2013 I – 2013 II to NPM 2015 I – 2015 II

148
Online shopping keeps growing in revenue. 2015 showed a 17%
increase compared to 2014. In Q1 2016, Food and Near Food have
increased in revenue.
8.200
9.000
9.800
10.600
13.730
16.090
6
7
8
9
10
11
12
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
18.000
€billions
Online home shopping spend People buying online
+10%
+9%
+8%
+30%
+17%
Top 5 branches with highest increase in online
spend in Q1 2016
26%
26%
26%
47%
57%
Telecom
Toys
Domestic Electronics
Shoes & Personal Lifestyle
Food & Near Food
Online
Source: Thuiswinkel Marktmonitor 2010 - Q1 2016
Online spends Q1 2016: 4.89 billion

150
MCP: On the Go
On average people spend one hour On the Go (on weekdays). Time spent On the Go is stable
over the years although the moments that brands can get in contact with consumers while they
are On the Go are increasing. This is mostly due to increased smartphone and mobile
internet penetration, but also due to new and innovative digital OOH media solutions.
Time spent On the Go is changing rapidly from a relatively boring ´getting from A to B´ chore to
an enriched travel experience.

151
Trends and developments I
Exterion Media is expanding its
collaboration with public transport
service RET. This means that
Exterion will continue to provide
OOH campaigns in the area of
Rotterdam.
Source: http://www.adformatie.nl/nieuws/exterion-media-en-ret-verlengen-samenwerking | http://www.adformatie.nl/nieuws/jcdecaux-breidt-digitale-mupi-netwerk-amsterdam-uit |
http://www.clearchannel.nl/nl/Nieuws/Laatste-nieuws/Abri-omgebouwd-tot-wateruitgiftepunt-tijdens-Pinkpop
JCDecaux is expanding its digital
MUPI network in Amsterdam. The
OOH-operator added 3 objects to its
network.
During music festival PinkPop, Clear
Channel has converted a Abri into a
water distribution point. The water-
tap Abri was part of a campaign to
promote drinking more tap water.

152
Factsheet Outdoor II
Company Objects
JCDecaux Ad shells/6s, billboards, odd-sized objects, trams
ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations, posters and screens in shopping centres
Clear Channel Hillenaar Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations
Interbest Masts near highways
Centercom Posters in supermarkets
MMD Media Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs,
petrol stations, billboards
OOHA Media Masts, LED masts
Schiphol Media Big variety of media at Schiphol Airport Amsterdam
OV Media & Triple Media Buses, A3 posters in buses
Altermedia A3 posters indoor (cafes, bars, cinemas), taxis, sampling, car2go/cargohopper
Boomerang Media Freecards
Centercom Buitenreclame A0 posters
Beyond Media Digital masts
Source: VivaKi, December 2015

153
Radio by far the most popular On the Go, and almost has the same
level as time spend at home.
1:06
1:01
2:17
0:060:18
0:01
0:04
0:14
0:01
0:14
0:05
Average time spend per day in minutes
Radio
TV linear
TV non-linear
Magazine
Newspaper
Social Media
Source: Media:Tijd 2015, base: All adults 13+ (N=2,818)

154
0%
10%
20%
30%
40%
Share of gross media spend OOH
2013 2014 2015 2015 Q2 2016 Q2
Others
Outdoor market in spend dominated by 4 main players: JCDecaux,
ExterionMedia, Clear Channel and Interbest. 2015 shows a decrease in
spend compared to 2014.
Source: Nielsen, 2013 – 2016 Q2
Gross spend for out of home only.

155
Total reach per vendor (based on all sides). Age group 20-34 has the highest
reach. For shelters Exterion, JCDecaux and Clear Channel don’t differ much in
reach. For billboards, JCDecaux has the highest reach.
Source: BRO, June 2016, database version CAFAS 21.1 | Reach is based on total sights per vendor available in CAFAS.
69%
78% 78%
68% 64%
60%
66%
73% 75%
68%
62%
57%
74%
80% 82%
75%
70%
64%
26% 27% 28% 27% 25% 23%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Shelters
Exterion (5,858 sides)
JCDecaux (9,021 sides)
Clear Channel (8.140 sides)
MMD (654 sides)
29% 30% 31% 30% 28% 25%
60% 62% 64% 61%
57%
52%
41%
45% 47%
41% 39%
35%
14% 15% 16% 14% 13% 12%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Billboards
Exterion (200 sides)
JCDecaux (750 sides)
Clear Channel (397 sides)
MMD (144 sides)

156
0
10
20
30
40
50
Outofhome
grossmediaspendinmillions
2013 2014 2015 2016
Although spend slightly increases over the year, there is not a real
seasonality pattern visible.
Source: Nielsen, 2013 – 2016 Q1
Total spend 2016 Q2: € 121.500.426
Total spend 2015 Q2: € 121.669.511
Total spend 2014 Q2: € 128.880.479
Total spend 2013 Q2: € 121.440.601

157
As brand, McDonalds dominates the market of OOH spend. Telecom is
most present as category, having 5 brands in the top 10 list.
No. Brand Category Gross spend Q2 2016
1 McDonalds Fast food restraunt € 2.666.744
2 Ziggo Telecom € 2.290.532
3 Coca Cola FMCG € 2.052.133
4 T-Mobile Telecom € 1.870.139
5 Mobiel.nl Telecom € 1.689.247
6 Samsung Technology € 1.591.513
7 Vodafone Telecom € 1.421.553
8 Staatsloterij Lottery € 1.376.454
9 WE Retail € 1.320.428
10 KPN Telecom € 1.286.207

158
Beacons – consumer interaction 2.0
At 250 locations in Alkmaar and
Purmerend all outdoor objects are
provided with beacons. Exterion
Media has the largest Dutch Beacon
network. Beacons are Bluetooth 4.0
channels which can be detected by
iOS and Android apps. All interaction
takes place via the app on the user’s
phone. The supplier of the app has
many opportunities to initiate actions
that are focused on place, time and
the profile of the app user.
In 2013, Apple launched their own
iBeacon system. Google has now
launched their own Beacon ‘game
changer’ in 2015, called EddyStone.
It makes the deployment of beacons
unprecedentedly simple and
efficient.
Amsterdam has installed a beacon
network in its city center. The
bluetooth beacons are located in
several public spaces. The
municipality of Amsterdam works
together with JCDecaux, GVB (public
transport), and Google. JCDecaux
already has experience with this
technology, its network is enriched
with beacons (android only).
Source:http://www.adformatie.nl/nieuws/exterion-media-rolt-beacon-netwerk-uit | http://www.adformatie.nl/blog/eddystone-maakt-integratie-van-beacons-marketingmix-tot-kinderspel |
http://www.dktp.nl/wijzen-amsterdamse-bakens-de-weg-in-innovatieland/

159
Digital sites
Source: Vivaki Exchange 2016
Amsterdam
Rembrandtplein
Ziggo
Dome
Digital mast
The Wow
Strijkijzer Den Haag
Schiphol
Astrovision
SMARTscreens

160
Street shelter (6-sheet)Mast Billboard (48-sheet 96-sheet)
Standard formats

161
Aerial advertisingA0 Sampling
Alternative formats I

162
Alternative formats II
Public transport Street objects Toilet advertising

163
MAAIKE
DE VRIES
Senior Insights & Data Manager
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!
SANDER
GEERLING
Senior Insights & Data Consultant
sander.geerling@starcom.nl
MARJO
VAN DEN AKKER
Junior Insights & Data Consultant
marjo.vandenakker@starcom.nl

165
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).
Use of Media Standard Survey for weighting
The television audience measurement provides information on how many people watched a program, when
they watch 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 represented for the
Netherlands.
Source: www.kijkonderzoek.nl
Ratings are reported minute-by-minute for channels received in the Netherlands
independent of the way their signal is distributed.

166
CENSUS DATA
By using VAST
technology for online
video (IAB standard).
Incl. Desktop, Mobile and Tablet
PANNEL DATA
Who is watching?
What is % reach?
DATA FUSION
Early 2017
ONLINE VIDEO TOTAAL
September 2016
TV TOTAL (Linear & non-linear; via TV screen)
Existing
AV Total (Early 2017)
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 AV Total SKO first aims to
measure census data for online video and combine this
with panel data to get the Online Video Total.
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

167
Digital audience measurement
STIR was the primary provider of the official audience ratings for online in the Netherlands. As of June 2013, the Joint Industry
Committee (JIC) has stopped measuring reach figures of websites.
Dutch Digital Media Measurement (DDMM) became the new provider of the official audience ratings for online. DDMM is an initiative of
VINEX (online vendors) and PMA (media agencies) using the panel and methodology of GfK.
Source: http://www.gfk.com/nl/insights/report/gfk-dam-project-description-2016/
DAM
The six big media owners (TMG, De Persgroep, RTL, NPO, Marktplaats and Sanoma) stepped out of the
project of DDMM. GfK and the media agencies decided to continue with Digital Audience Measurement
(DAM). The GfK-DAM data (N= 7,000) is weekly available (6+). Digital use is measured at desktop, mobile
and tablet. Online usage is limited to private use, not at work.
SKO started a project to measure digital reach, called NOBO, which will be launched in Q4 2016.

168
Radio audience measurement
NLO is a non-profit organization, organized as a Joint Industry Committee (JIC). The radio audience
ratings are based on panel including 7,500 respondents. The Media Standard Survey is used for
weighting.
Test with media watch (using audio-matching technique). Aim is to calculate radio reach per minute
instead of per 15-minute interval, NLO will start testing this in 2015 in a smartphone app and if
everything goes well it will be available in 2016.
Source: NLO persbericht 15 October 2014
National Luister Onderzoek (National Listening Research) is the primary
provider of the official radio audience ratings in the Netherlands.

169
Print audience measurement
‘Nationaal Onderzoek Multimedia’ (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
Source: http://www.nommedia.nl/, 21th October 2014
In 2014 a new type of measurement was introduced
by NOM. They created a model that predicts the
Opportunity To See Advertising (OTSA).
In 8 product categories it is now possible to see for
each print title the predicted advertising reach in
absolute figures and in percentages
Since January 2015 HOI and NOM
became one organization. NOM
now does not only measure reach
of print and digital media but also
circulation.
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. The
Media Standard Survey is used for weighting.

170
Out of home audience measurement I
‘Het Buitenreclame Onderzoek’ (BRO) is the primary provider of the official OOH
audience ratings in the Netherlands. In September 2011, the new currency for
audience measurement was launched for OOH: VAC, the visibility adjusted contact.
Source: Het Buitenreclame Onderzoek, 2nd september ‘15
VAC is based on multiple data sets regarding people
movement and object classification:
Measuring of all traffic (Mobiliteitsonderzoek Nederland);
Field research to travel behaviour (by TNS);
Inventory and classification of street objects;
Differentiates visability between location of objects (near
pathway, railway stations, shopping centres,
supermarkets, parking garages, petrol stations and traffic
advertisement).

171
Out of home audience measurement II
For measuring of 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 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 analysed via specialist software developed by BRO: Cafas. Pre-defined
male/female target audiences (13-75 years old) can be used.
Due to conflicting interests, Interbest stopped
participating in BRO as of 1st March 2013.
However, the other exploiters pay Interbest’s
fee and therefore Interbest’s campaign reach
can still be measured within Cafas.
Source: Het Buitenreclame Onderzoek, 2nd september ‘15

172
Cinema audience measurement
Commissioned by the ‘Nederlandse Vereniging van Bioscoopexploitanten (NVB)’ and the ‘Nederlandse
Vereniging van Filmdistributeurs (NVF)’, ‘stichting Filmonderzoek’ periodically studies the range of
cinemas /movie theatres and also the frequency of visits and the market share of Dutch cinema visitors.
This allows insight into cinema visits of the Dutch population.
For the ‘bioscoopmonitor 2013/2014’, there is during 2013 immediately after each quarter a measurement
performed among a core group of panel members (N=1979, N=2211, N=2149, N=2306) of CentERdata.
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.

Dutch media landscape 2016 Q2 update by Starcom

Dutch media landscape 2016 Q2 update by Starcom

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Dutch media landscape 2016 Q2 update by Starcom