Dutch media landscape 2017 Q3 update by Starcom

WHAT’S NEW
Q3 2017
With John de Mol buying SBS from Sanoma
Talpa now owns all SBS channels.
Market share BrandDeli on the rise; special
interest channels seem to gain popularity.
New competition for Netflix? Streaming
services such as Facebook Watch and
Disney pop-up in the US.
Cinemas are experimenting with alternative
content such as live boxing
events and the Game of Thrones final.
After more than 20 years at 3FM, radio DJ
Giel Beelen moves to Radio Veronica.
NOS.nl becomes main Dutch online news title
by surpassing Nu.nl in reach and # of visitors.
Facebook launches ‘Facebook Marketplace’; a
buy and sell platform within the social network.
Exterion Media using camera’s in billboards on
train stations stimulated discussion on privacy.

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

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

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

THE NETHERLANDS
general stats & figures

Dutch population is still growing and getting older. Since 2014, the
number of people with growing purchase power has increased.
2,961
4,833
2.16
1.0
1.3
1.6
1.9
2.2
2.5
0
2,000
4,000
6,000
8,000
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Averageno.peopleinHH
#HH(in‘000s)
Household (HH) size
Single person household Multiple person household Average no. of people in HH
16.358
15,600
16,000
16,400
16,800
17,200
Thousands
Population (in ‘000)
39.5
41.6
35
37
39
41
43
45
Average age
Source: CBS, Statline, November 2017
17.082
0%
10%
20%
30%
40%
50%
60%
70%
80%
Purchase power
Number of people with growing purchase power
42%
67%

Over the last ten years the Dutch consumer confidence has climbed
up until a peak in Q2 2017, but seems to stabilize in Q3 2017.
Source: CBS, Statline, 2017
-50
-40
-30
-20
-10
0
10
20
30
Difference%positivevsnegativeanswers
Dutch consumer confidence

Dutch consumer confidence of 102 is just below global average,
but shows increase compared to Q4 2016.
Source: Nielsen Consumer Confidence, Q2 2017

In 2017, economic growth reached the highest level in years.
However, rising inflation seems to damp individual purchasing power.
Key Economic Indicators
Netherlands
2011 2012 2013 2014 2015 2016 2017 2018** 2019** 2020** 2021**
Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.1% 1.3% 1.3%** 1.5** 1.6** 1.7**
Economic growth 1.2% -1.7% -0.2% 1.4% 2.3% 2.2% 3.3% 2.5%** 1.6** 1.6** 1.6**
Purchasing power* -1.0% -1.9% -1.4% 1.2% 1.0% 2.7% 0.3% 0.5%** 0.4%** 0.4%** 0.3%**
Unemployed (in ‘000s) 389 469 647 660 614 538 440 395** 410** 415** 425**
Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.0% 4.9% 4.3%** 4.4%** 4.5%** 4.6%**
Source: CPB, Kerngegevenstabel 2011- 2015 and 2015 -2021, August 2017 (** estimated figures)

OVERALL
media and consumer
stats & figures

10 global trends for consumers in 2017
Ageing: A changing narrative
In 2017, almost a quarter of everyone on the planet will be over the age
of 50, a record. These consumers will be older in terms of lifestyle and
are more demanding in their consumptions needs (Longevity Economy).
Consumers in training
Today’s family demands are launching youngsters into consumption at
an earlier stage. Increasingly, the input of children in purchasing
decisions is welcomed by their parents, rather than being perceived as a
nuisance.
Extraordinary
We have reached a point when mass-produced items have lost some of
their shine. The internet is enabling consumers to purchase and discuss
the “long tail” – unique, customized and exotic products and services.
Faster shopping
In 2017, consumers are impatient. The digital world has schooled more
of them into becoming so-called “IWWIWWWI”: “I want what I want when
I want it”.
Get real: The allure of authenticity
Authenticity is a standout consumer value in 2017, heralded by everyone from
change makers and celebrities to supermarkets and chefs.
Identity in flux
The nature of identity itself is in flux with a more elastic understanding of
ethnicity and gender. Brands need to rethink who their audiences really are.
Personalize it
In 2017, we will have come to accept the idea that an industrially-produced
product can be customized or personalized, at least in part.
Post-purchase
In 2017, shoppers will be paying more attention to their post-purchase
experience, becoming a more important part of the consumer journey.
Privacy and security
In our volatile world there is more focus is on personal safety and that of loved
ones which results in greater leaning towards home and mobile cocooning.
Wellness as status symbol
The desire to be fit and healthier seems to be almost universal. Healthy living is
becoming a status symbol, as more consumers opt to flaunt their passion for it.
Source: Euromonitor International Top 10 Global Consumer Trends for 2017.

10 digital trends to watch in 2017: I
Artificial
Intelligence will not
(yet) put marketers
out of work
Internet users still
will not change their
behaviors despite
hacking scares
Sometime in 2017,
a live video will win
a primetime-sized
audience
Chatbots are
upcoming but will
not yet become the
reality
2017 will be the
year of authetically
mobile experiences
Artificial Intelligence Privacy Live video Chatbot Mobile
Source: eMarketer Key Digital Trends for 2017, Dec 2016

10 digital trends to watch in 2017: II
Online grocery
shopping will jump
in 2017
Marketers will make
the move to more
complex forms of
attribution modeling
2017 will be the
tipping point for
mobile messaging
apps
Influencers will
take a significant
chunk of the ad
market in 2017
VR will not be a
significant marketing
channel until
hardware becomes
more widespread
Source: eMarketer Key Digital Trends for 2017, Dec 2016
Online food shopping Modeling analysis Mobile messaging Influencers Virtual Reality

5 mobile trends for 2017
VR technology
transforms everyday
interactions and
offers brands a more
personal customer
service channel
Image recognition
creates seamless
shopping and
opportunities for
personalization
With the use of
chatbots, people
move to non-
human interaction
for simple tasks
Robots enter the
consumer journey
and can help
brands by providing
services
Companies are
turning focus toward
Generation Z using
mobile behavior
patterns to design
relevant services
Source: MWC Mobile Trends 2017
Virtual Reality Image recognition Chatbots Robots Generation Z

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

Competitive reporting in the Netherlands
Competitive reporting is based on gross media spend.
Bear in mind that most advertisers profit from (heavy)
discounting, especially on TV, so the difference with actual
spend can be significant.
*In the gross spend reporting digital spend is not fully
reported. For example, search, social media advertising
and video are (partially) excluded.
Source: Gross spend: Nielsen, 2017 HY1 | Net spend: Nielsen halfjaarrapport Netto Media Bestedingen 2017 | Note: For digital only net spend is available.
0
1,000
2,000
Cinema Newspapers Online* Out Of Home Magazines Radio TV
€millions
Media spend 2017 HY1
Gross Net

Compared to 2016 Q3, gross media spend has increased in 2017 Q3
after a decrease in spend in 2016 compared to previous years.
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
€millions
Gross media spends*
Source: Nielsen, 2012 – 2017 Q2. * Note: For fair comparison, digital spend has not been included.
+3.1 % YoY +4.9% YoY -1.1% YoY -5.3% YoY
+7,44% YoY

After strong decrease for newspapers in 2016, media spend
slightly recovers in Q3 2017.
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
2013 2014 2015 2016 2016 Q3 2017 Q3
Source: Nielsen, 2012 – 2017 Q3 | Note: digital spend not included.

In 2017 Q3, share of spend of Direct Mail has increased at the
expense of TV.
Source: Nielsen, 2012 - 2017 Q3 | Note: digital spend is not included.
18% 17% 16% 16%
11% 13% 13%
7% 7% 6% 4%
3% 4% 7%
2% 2% 2% 2%
2%
2%
2%
7% 7% 7%
7%
7%
8%
8%
7% 7%
6%
6%
6%
5%
5%
9% 10%
10%
11%
12% 12%
12%
48% 48% 52% 53% 57% 55% 53%
1% 1% 1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014 2015 2016 2016 Q3 2017 Q3
Media mix
Trade Press
TV
Radio
Consumer Magazines
Out Of Home
Door Drops
Direct Mail
Newspapers
Cinema

In 2017 HY1, online ad spend strongly increased in revenue
Total online ad spend (net)
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands H1 2017, October 2017
260 284 294 315 323 349 373 382
438
104 87 113 93 122 103
136 108
144253 267
291 291
301 313
334 349
372
0
200
400
600
800
1000
1200
2013 HY1 2013 HY2 2014 HY1 2014 HY2 2015 HY1 2015 HY2 2016 HY1 2016 HY2 2017 HY1
Search Classified Display
698 m€ 699 m€ 747 m€
617 m€ 638 m€
766 m€
843 m€ 839 m€
954 m€
+13% YoY

23 34 32 43 42 54 51
69 73
17
22 23
29 27
39
47 42
47
37
45 46
50 47
145
138 169 152
177
161
186
172
199
46
47
48 49
28
31
27
30
27
2013 H1 2013 H2 2014 H1 2014 H2 2015 H1 2015 H2 2016 H1 2016 H2 2017 H1
Allocation of display revenue per format (m€)
Video Native Interruptive Banners Other
Within display formats, online video and banners show the
strongest growth in revenue.
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016, April 2017 * Native content was consolidated into the other category before 2015

0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
20
40
60
80
100
120
140
2013-HY1 2013-HY2 2014-HY1 2014-HY2 2015-HY1 2015-HY2 2016-HY1 2016-HY2 2017-HY1
Y/YRevenuegrowth(%)
Displayadvertisingthroughprogrammatic
channels(m€)
Trends of programmatic spend
Display advertising through programmatic channels (m€) Y/Y revenue growth (%)
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands H1 2017, October 2017
Display advertising through programmatic channels increased by
22% YoY in 2017 HY1, totalling 121 m€ in revenue.

Growth in total net media spend will mainly be a result of increase of
digital media spend. Print spend is expected to further decline, while TV
is expected to show an uplift.
3.968 3.781 3.654 3.730 3.755 3.850 4.000
4.256 4.479
-
1.000
2.000
3.000
4.000
5.000
2011 2012 2013 2014 2015 2016 2017 2018 2019
€millions
Forecast net spend
-4.7% -3.4%
2.1%
0.7%
2.5%
3.9%
6.4%
5.2%
-10%
-5%
0%
5%
10%
Forecast net spend
Change (%) to previous year
-
500
1,000
1,500
2,000
2,500
Newspapers Magazines TV Radio Cinema Outdoor Internet
€millions
Net spend per medium type 2012
2013
2014
2015
2016
2017
2018
2019
Source: ZOG Adspend Forecast Netherlands – September 2017 (1987-2019)

In Q3 2017, top 10 brands is dominated by retail and telecom
Source: Nielsen, Q3 2017
No. Brand Category Gross spend
Q3 2017
1 Kruidvat Retail €19,073,149
2 Lidl Retail €17,435,390
3 Ziggo Telecom €16,003,036
4 Renault Automotive €14,186,198
5 Vriendenloterij Lottery €14,186,198
6 Jumbo Retail €13,096,246
7 Tele2 Telecom €12,364,054
8 Corendon Travel €12,259,173
9 KPN Telecom €11,954,104
10 McDonalds Food €11,679,996

Total sponsor spend and average sponsor spend slightly decreased.
Mainly sports seems to lose budget year on year.
Total spend top 100 sponsors 2015 2016 Index
Total sponsor spend €283,775,000 €274,255,000 97
Average sponsor spend (per brand) €2,837,750 €2,742,550 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 2016
Source: SponsorMonitor 2016 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)

56%
14%
2%
10%
18%
Sponsor contracts
Sports Art & Culture Lifestyle Society Media (non-spot)
In 2016, 283 new (and renewed) sponsorship contracts were signed.
This implies a decrease of 42 contracts compared to 2015.
The total value of all contracts in 2016 was €230,000,000
averaging €812,720 per contract*.
Both the total and the average increased substantially
compared to 2015 (total: €154,000,000; average: €474,000 ).
Reasons for this increase are big sponsor contracts of
Energiedirect with football club PSV and the ING
Sponsorship with the Royal Dutch Football Association.
Source: SponsorMonitor 2016, 2017 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). | Note: The value of contracts
differs from the annual sponsorship spend shown on other slides. This can be explained by contracts covering longer periods than just one calendar year.

Rabobank remains the biggest sponsor by far. ING, Adidas and
Ziggo have slightly increased their sponsor budget.
No. Brand Gross spend 2015 Gross spend 2016
1 Rabobank € 34,000,000 € 32,000,000
2 ING € 14,000,000 € 14,500,000
3 Adidas € 13,450,000 € 14,000,000
4 ABN AMRO € 13,000,000 € 12,500,000
5 KPN € 12,700,000 € 12,500,000
6 Heineken € 11,200,000 € 11,000,000
7 Nike € 11,000,000 € 11,000,000
8 Ziggo € 9,800,000 € 11,000,000
9 VriendenLoterij € 9,600,000 € 8,500,000
10 Amstel € 8,500,000 € 7,500,000
Source: SponsorMonitor 2016, 2017 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

Daily time spent on media is highest for desktop, linear TV,
mobile, radio and social
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Desktop,
laptop, tablet
linear TV Online TV Broadcast
Radio
Music
Streaming
Services
Print Press Online Press Games Social
Networks
Time spent per day
Do not use
Less than 30 minutes
30 minutes to 1 hour
1 to 2 hours
2 to 3 hours
3 to 4 hours
4 to 6 hours
6 to 10 hours
More than 10 hours
Source: Global Web Index: 2017 Q3, base: All adults 16+ (N= 1300)

0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
2015-II2016-I
2017
Hundreds
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
2015-II2016-I
2017
Hundreds
Radio
No answer
Radio heavy (20+
hours per week)
Radio mid (5-20
hours per week)
Radio light (0-5
hours per week)
No Radio
Time spent online shows a strong increase. Time spent watching
TV seems to get slightly more divided into light and heavy usage.
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
2015-II2016-I
2017
Hundreds
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
Source: NPDM releases: 2010 I – 2010 II to 2017, base: All adults 13+ (N= 17.081)

Smartphone penetration seems to stabilize at high level, whereas
use of Internet on smartphone continuously increases.
39%
45%
48%
58%
65% 67%
70%
76%
80% 80%
83%
0%
20%
40%
60%
80%
100%
smartphone penetration
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,251); Ruigrok NetPanel, What’s happening online? 2017, NL 18+ n=1.050
44%
50%
59%
65%
72%
76%
0%
20%
40%
60%
80%
100%
2012 2013 2014 2015 2016 2017
Use of Internet on smartphone

All age groups are becoming more mobile over the years. Significant
increase of tablet usage among age group 13-17.
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
dec-16
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,150)

Watching TV still most popular via traditional TV set despite growing
popularity of other devices. Smartphone beats laptop for Internet usage.71.3%
23.8%
28.1%
17.0%
9.1%
54.0%
10.7%
28.1%
17.0%
8.7%
74.8%
16.1%
29.0%
14.8%
14.1%
56.6%
23.0%
21.1%
12.5%
6.8%
91.5%
21.1%
3.6%
0.9%
2.6%
11.1%
2.6%
72.5%
74.9%
Medium type per device
Laptop
PC/desktop
Mobile phone
Tablet
Traditional TV set*
Media player*
Game console*
Paper*
Source: Media Standard Survey 2016 (N=5,100), Base: All adults 13+, (* device is not relevant for each medium type)

# of Dutch owning a smartphone keeps growing, whereas tablet
ownership and social media users are stagnating. The number of
newspaper readers further decreases.
0%
20%
40%
60%
80%
100%
Broadcast TV
viewers
Mobile phone
owners
Internet users Radio
listeners
Magazine
readers
Smartphone
owners
Social
network users
Tablet owners Newspaper
readers
Digital video
viewers
Cable TV
viewers
Media penetration in the Netherlands, 2011 - 2016
2011 2012 2013 2014 2015 2016
Source: The global media intelligence report (November 2017) – eMarketer & SMG

The Netherlands has the 9th highest internet penetration worldwide.
Mainly wealthy and/or relatively small countries in top 20.
94%
80%
90%
100%
Internet access by country (top 20) in 2016
Source: http://www.internetlivestats.com/internet-users-by-country , penetration based on total population

90%
44%
25%
92%
45%
32%
93%
45%
40%
94%
46%
49%
95%
48%
55%
95%
51%
60%
At home At work Elsewhere
Internet access by location
2011 2012 2013 2014 2015 2016
Internet access ‘elsewhere’ (on the go) has increased substantially
Source: Media Standard Survey 2011-2016 (N= 5,100), base: All adults 13+.

Online population is slightly more male, but difference becomes smaller.
Internet penetration amongst 65+ and lower educated is steadily rising.
Internet penetration NL 2014 2015 2016 Index
Male 93.1% 93.4% 94.9% 100
Female 88.3% 90.7% 91.5% 103
13+ 90.7% 92.1% 93.2% 102
13 – 19 years old 99.1% 99.4% 99.4% 100
20 – 34 years old 99.2% 98.8% 99.2% 100
35 – 49 years old 97.6% 97.7% 99.2% 100
50 – 64 years old 91.8% 94.5% 96.6% 103
65+ 66.4% 71.0% 72.5% 107
High educated 98.2% 98.0% 98.3% 100
Middle educated 93.9% 95.0% 96.4% 101
Low educated 70.5% 74.4% 76.3% 106
Source: Media Standard Survey 2016 (N= 6,000)

Most people (79%) have online access at home on a daily basis. Access on
phone is increasing making it the number one device for Internet access.
0%
25%
50%
75%
100%
Online access in %
2013 2014 2015 2015 II - 2016 I 2017
79%
8% 4% 1% 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
11%
21%
11%
4% 1% 1% 1% 2% 2%
47%
(Almost)
daily
4-5 days
a wk
2-3 days
a wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No
access at
work
Online access - At work
Source: NPDM 2017, base: total NL 13+Source: NPDM 2013 I - II to NPDM 2017, NL 13+

MCP: Watching
The way people consume audio visual content
is rapidly changing. These days the consumption
of video content can be on multiple devices, in
multiple places and at every moment. As a result,
the way consumers experience video content is
changing as well.

88%
Households
with digital TV
1.6
Average # of TVs
per household
36.8%
Hard disc recorder
ownership 2015
31%
37%
Connected TV
penetration
2015 vs. 2016
Source: Media Standard Survey 2016
Trends & developments – I

Source: SKO 2012 – 2017 Q3, TA: 6+, Linear TV is all the direct watching (exclusive recorded TV programs that are watched on the same day)
There is a drop (8% YoY) in linear TV
consumption. Average linear viewing time
per day in 2017 Q3 is 135 minutes
(vs. 146 minutes in 2016 Q3).
Watching linear TV is still the norm, but
non-linear TV is slowly gaining ground with
an average viewing time of 14 minutes per
day in 2017 Q3, which is equivalent to
more than 9% of total viewing time. The
other 13 minutes per day are spend on
other then regular TV content.
178 175 178
168
160
146
135
11 11 11
11
10
9
13
3 4
5
6
7
5
7
4 5
5
6
6
5
6
0
1
1
1
1
0
20
40
60
80
100
120
140
160
180
200
220
2012 2013 2014 2015 2016 2016 Q3 2017 Q3
Dutchviewingtime(perday)
Linear TV
Video, DVD &
HDR
Non-linear viewing
(same day)
Non-linear viewing
(one week)
Non-linear viewing
(28 days)
162
196
Trends & developments – II
195
199
192
184
166
Target Audience: 6+

Trends & developments – III
Talpa is the new owner of SBS. John
de Mol, owner of Talpa buys SBS for
€ 237 MIO from Sanoma, which
gives Talpa the full ownership of the
channel package of SBS. With this
deal Talpa now owns SBS6,
Veronica, Net5 and SBS9.
Source: https://nederlandsmedianieuws.nl/media-nieuws/Kijkcijfers-NPO-RTL-en-SBS-scoren-laagste-gezamenlijk-marktaandeel-van-dit-decennium-opkomst-niche-televsie/ |
http://www.mediacourant.nl/2017/04/sanoma-verkoopt-sbs-voor-237-miljoen-euro-aan-talpa/ | https://www.nu.nl/economie/4848789/overname-sbs-talpa-volledig-afgerond.html| http://www.adformatie.nl/nieuws/xite-
begint-met-online-inkopen-van-lineaire-tv-reclame
In HY1, NPO, RTL and SBS reached
the lowest cumulative market share
(76,4%) of this decade. This implies
higher market share for niche
channels, mostly represented by
BrandDeli. The sales house reached a
record of almost 20% market share.
Music channel XITE starts with
online buying of ‘linear TV’
commercials. In the near future, XITE
and RTL will offer the possibility to
buy cross media campaigns and to
target on gender, age, geography
and music preference.

Trends & developments – IV : Smart TV
Consumers will most likely be exposed to
more advertising on smart TV’s soon. TP
Vision, the manufacturer of Philips TV’s,
already has a lot of information about
viewing behavior. Therefore, it is expected
that in the near future Philips will be
capable of addressable TV. Since watching
linear TV is decreasing, more brands (such
as Samsung) are currently working on this
development. However, this seems to go
along with growing resistance against the
sharing of privacy sensitive data.
The number of house holds with smart
TV’s is still increasing but the growth
seems to flatten out. With smart TV’s,
people are able to connect to Internet and
make use of services like Netflix, YouTube
and Amazon Prime. Not every smart-TV is
connected to Internet, but at this moment
more than 50% of all house holds have at
least one ‘connected’ television.
https://www.emerce.nl/nieuws/aantal-huishoudens-smart-tv-stijgt-groei-neemt-af | http://nos.nl/artikel/2154753-meer-reclame-op-smart-tv-s-van-philips.html |
http://www.uva.nl/content/nieuws/persberichten/2017/03/privacy-smart-tv-kijkers-onvoldoende-beschermd.html

Dutch TV channels, with advertising possibilities (I/II)
STER
RTL
RTL (Triade)
Talpa TV
Source: retriever.nl, Q3 2017
Note: RTL Lounge, RTL Crime, Boomerang, Telekids and Crime + Investigation are paid (digital) channels
Note: mostly paid (digital) channels

Dutch TV channels, with advertising possibilities (II/II)
The Walt Disney Company
57 regional channels
Note: Disney XD shares a channel with Veronica

In 2017 Q3, BrandDeli shows a strong increase in market share. In spite of
high view rates for the EURO women championship, NPO market share is
lower than 2016 in which the Summer Olympics gained a lot of attention.
0%
10%
20%
30%
40%
NPO RTL/Triade SBS BrandDeli
TV market share
2015 2016 2016 Q2 2017 Q3
Source: SKO 2015 – 2017 Q3, 02.00-26.00, base: all adults 13+| Note: Full audit channels only.

Ziggo Sport is gaining ground. The market share of main RTL
channels declines. NPO1 remains dominant and stable.
Source: SKO 2014 – 2017 Q3, 02.00-26.00 base: all adults 13+ | Note: Full audit channels only.
STER RTL/Triade SBS BrandDeli Disney Other
0
5
10
15
20
25
%
Market share
2014 2015 2016 2017 Q3

Growth in gross media spend for all SBS channels (especially Net5),
significant decline for RTL 5 and RTL 7.
Source: Nielsen, 2016 Q3 and 2017 Q3. | Note: Only gross spend for TV
SBSRTLSTER BrandDeli RTL/Triade Disney
0
50
100
150
200
250
€millions
Gross media spend per channel
Q3 2016 Q3 2017
+35%
+28%
-17%
-17%
-21%

TV spend shows a clear seasonality pattern with highest spend levels
in Spring and Fall and relatively low spend during Summer. Monthly
indices are used to reflect the seasonality in rate cards.
Source: Nielsen, 2013 – 2017 Q3 | Note: Only gross spend for TV.
0
100
200
300
400
500
January February March April May June July August September October November December
Grossmediaspend(inmillion€)
TV seasonality (based on spend)
2013 2014 2015 2016 2017
Total spend 2017 Q3: € 867,895,560
Total spend 2016 Q3: € 858,060,254
Total spend 2015 Q3: € 841,468,913
Total spend 2014 Q3: € 758,166,201

Retail brands (supermarkets in particular) are main TV advertisers
No. Brand Category TV gross spend
Q3 2017
1 Albert Heijn Retail €14,830,832
2 Kruidvat Retail €12,684,046
3 Jumbo Retail €11,592,951
4 Plus Retail €9,559,862
5 Coop Retail €9,559,862
6 Renault Automotive €8,718,941
7 Nivea Retail €8,653,389
8 Trivago Travel €8,375,649
9 KPN Telecom €8,079,100
Source: Nielsen, 2017 Q3 | Note: Only gross spend for TV.

While watching TV, a phone is most popular device to use and
consists of activities like social media, chatting, email and games.
0%
10%
20%
30%
40%
50%
60%
Desktop
PC
e-Reader Laptop PC Mobile
phone
Tablet
device
None of
the above
Multi tasking while watching TV
Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017
0%
10%
20%
30%
40%
50%
Multi tasking activities
Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017
Source: GlobalWebIndex, 2016-2017 Q3, Base: Internet users NL16+

Multitasker is mostly 16-44 years old and rather interested in gaming,
fashion, sports, food, music and TV
51% 49%
21% 22% 21% 22% 13%
0
50
100
150
0%
25%
50%
% Index
Source: GlobalWebIndex, 2017 Q3, Base: Internet Users NL16+ (N= 1300), TA: MultiTasker while watching TV (N=795)
21%
39%
19% Low (Bottom 25% income) (index 103)
Mid (Mid 50% income) (index 100)
High (Top 25% income) (index 106)
Interests
0
50
100
150
0%
20%
40%
60%
80%
100%
% Agree Index
Age groups
Interests
Income

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

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

Netflix reaches a total of 4
million Dutch smartphone
users of which almost 3 million
people use the app daily. This
implies a penetration of 32%
of all Dutch households.
Source: https://www.emerce.nl/nieuws/npo-vernieuwt-vdo-platform | https://www.adformatie.nl/nieuws/ster-en-spotx-zetten-volgende-stap-programmatic-tv-met-realtime-reclame-op-npo-start |
http://nederland.broadbandtvnews.com/2017/12/04/vier-miljoen-nederlanders-hebben-netflix-app-op-mobieltje/| https://www.emerce.nl/nieuws/sbs-nunl-verlengen-samenwerking-rond-voetbalbeelden
Ster and SpotX take a new
step in programmatic TV by the
offer of real-time pre-roll
commercials on NPO start on
connected TVs. Ster
anticipates on the growing
need to target consumers with
relevant commercials.
NPO starts with a new live and
on-demand video service with
three subscriptions: free
anonymous, free registered
(NPO start) and a paid version
for €2,95 p/month.
SBS and NU.nl extend their
partnership around the online
rights of the Champions
League for next season. The
highlights of all CL-matches
will be available on NU.nl and
in the NuSport app.

Trends & Developments – III : new streaming services
Source: https://www.emerce.nl/nieuws/facebook-start-eigen-videodienst-watch | https://www.theverge.com/2017/8/8/16115254/disney-launching-streaming-service-ending-netflix-deal /
https://nos.nl/artikel/2187164-disney-gaat-geen-nieuwe-films-meer-op-netflix-zetten.html
Facebook launches video
platform ‘Watch’ in the US
Facebook has officially started a new video platform, which
needs to become a big competitor for YouTube and Netflix.
Facebook Watch was launched in August and now includes
live baseball matches and several TV shows. Facebook
announced that there are plans to roll out the concept to other
countries in the near future.
Disney ends Netflix cooperation and will
launch own streaming service
Disney ends its distribution deal with Netflix in the US and will
launch a individual streaming service. It intends to launch the
service in 2019.
It seems a natural step for Disney, which has a huge library of
valuable movies and shows to offer. This means however that
Netflix can not build its inventory with new Disney productions.

Main players VoD – non-linear TV viewing
Hard disk recorder
‘RTL XL’ & ‘Kijk’
A selection of TV content from the RTL/SBS channels. It also includes previews of shows and a selection of movies and series (mostly paid
content). RTL offers content on subscription base; ‘RTL XL Premium’ (€4.- per month). Available via laptop, smartphone, tablet and smart TV.
‘NPO Plus’ (NPO)
TV content from all the public TV channels. Free and available via laptop, smartphone, tablet and smart TV.
NLziet (NPO, RTL, SBS)
NLziet is a subscription (€8.- per month) for the three online platforms NPO Plus, RTLXL and Kijk. Subscribers can watch all content of Dutch TV
up until 365 days after broadcasting. No advertising. Available via laptop, smartphone and tablet.
‘KNIPPR’
KNIPPR offers a fixed, online TV subscription with options to extend with additional channels for €11 per month.

Main players VoD – non-traditional
Netflix entered the Dutch market in September 2013. For €8.- per month users have a basic account and have unlimited
access to movies and series. Next to the basic subscription Netflix also offers a standard (€10.-) and premium (€12.-)
subscription. Available via laptop, tablet, smartphone and smart TV.
Ziggo introduced the Movies & Series XL service in 2017. Combined with a TV subscription (including 55 TV channels) it is
possible to watch all HBO produced content from the last years on demand. Ziggo subscribers can choose, depending on
their subscription, for three different On-Demand subscriptions.
Cinema media owner Pathé developed a platform to watch movies at home (pay-per-movie). Available via laptop, tablet,
smartphone and smart TV.
YouTube offers mostly user-generated content. The first paid channels have already been introduced. Available via laptop,
tablet, smartphone and smart TV.
Videoland was once the biggest offline movie rental company in the Netherlands. They now offer a lot of on-demand
movies (pay-per-movie). Available via laptop, tablet, smartphone and smart TV. In August 2013 RTL took over Videoland.
OTHER

YouTube is dominant VoD channel followed by Netflix. After a few
successful months, Ziggo GO shows slight decline in September.
Source: GfK DAM, base: 13+, average monthly reach 2016 – 2017 Q3 | Ziggo GO includes Ziggo GO App & Ziggogo.tv
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Jan '16 Feb '16Mar '16 Apr '16 Mei '16 Jun '16 Jul '16 Aug '16Sep '16 Oct '16 Nov '16Dec '16 Jan '17 Feb '17Mar '17 Apr '17 Mei '17 Jun '17 Jul '17 Aug '17Sep '17
Video on Demand – average monthly reach
YouTube Netflix Ziggo GO RTL XL NPO gemist KIJK.nl Pathe

Netflix is especially popular among younger age groups
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 +
Monthly reach
Netflix Ziggo GO RTL XL NPO gemist KIJK.nl
Source: DAM 13+, 2017 Q3 (average monthly reach) | SKO 13+, 2017 Q3, all day, average monthly reach within period |Ziggo GO includes Ziggo GO App & Ziggogo.tv
STER: 96%
RTL: 96%
SBS: 94%
STER: 92%
RTL: 92%
SBS: 91%
STER: 99%
RTL: 98%
SBS: 97%
STER: 99%
RTL: 98%
SBS: 97%
STER: 96%
RTL: 95%
SBS: 94%
STER: 92%
RTL: 92%
SBS: 89%

Watching TV on smartphone is gaining popularity
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,065) | Source: GWI on-demand media service Q4 2015 – Q2 2017, base: NL 16+
21%
28%
17%
25%
0%
5%
10%
15%
20%
25%
30%
35%
Desktop (PC) Laptop/Netbook Smartphone Tablet
Devices used by people to watch television
Dec 13 Jun 14 Dec 14 Jun 15 Dec 15 Dec 16
42%
17%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Netflix RTL XL Videoland
Which of the following content services have you
used in the last month?
2016 Q3 2016 Q4 2017 Q1 2017 Q2 2017 Q3

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

NPO programs are the most popular for catch up TV
Date Day Program top 10 Channel GRP’s
1
10-09-2017 Heel Holland Bakt NPO 1 420
2
08-07-2017 Beste Zangers NPO 1 403
3
03-09-2017 Penoza 5 NPO 3 311
4
14-09-2017 Expeditie robinson 2017 RTL 5 308
5
14-08-2017 We zijn er bijna NPO 1 301
6
18-08-2017 Slimste mens NPO 2 262
7 24-09-2017 Zondag met lubach NPO 3 253
8
04-09-2017 Dokter tinus SBS 6 249
9
07-07-2017 Witse NPO 1 246
10
04-09-2017 Klok SBS 6 243
Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 6+, 2017 Q3

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

Jelly (Jelle Van Vucht) enters top 5 YouTubers with most views,
whereas Enzo Knol leaves top 5.
Rank User YouTube Video Views Subscribers Category
1 Kwebbelkop 2,652,524,928 7,298,279 Games
2 Jelly 2,314,558,885 6,941,726 Games
3 Armada Music 2,267,102,995 3,057,608 Music
4 Trap City 2,125,550,686 8,188,319 Music
5 Martin Garrix 1,675,145,956 6,924,396 Music
Source: Socialblade, Top YouTubers in The Netherlands by most viewed | September 2017

34.2
million
cinema visitors in
2016 (+4%)
€8.42Average price
per ticket
(+0.5%)
€287.1million
in ticket revenue
in 2016
Source: Bioscoopmonitor 2016, Stichting Filmonderzoek https://foxscreen.nl/2017/01/11/bioscoopbezoek-groeit-naar-ruim-34-miljoen/ | http://www.marketingtribune.nl/media/nieuws/2016/09/nederlandse-
bioscopen-koersen-op-recordjaar-van-293-miljoen-euro-omzet/index.xm |
From 2015 to 2016 the number of cinema visitors went up by 3.7%.
The total number of cinema visitors is at a historically high level (only seen in 1967 and 2015).

Pathé and Vue show live boxing match in cinemas
Both Vue and Pathé organized live coverage of the fight between
McGregor and Mayweather in several cinemas. Besides, Pathé
showed the last episode of the successful TV show ‘Game of
Thrones’ in cinemas as well. With these events cinemas are
looking further than the traditional offer of movie releases.
Source: http://www.entertainmentbusiness.nl/nieuws/2017-W32/bokswedstrijd-mayweather-vs-mcgregor-te-zien-path-vue | https://www.ad.nl/show/seizoensslot-game-of-thrones-gratis-op-
bioscoopscherm~a4556340/ | https://nederlandsmedianieuws.nl/Bioscoop/Primeur-Path%C3%A9,-en-samhoud-media-en-Samsung-lanceren-pop-up-VR-Cinema-in-CineMec-Utrecht/
Pathé &Samhoud media and Samsung launch
pop-up VR Cinema
In the first Dutch VR Cinema in CineMec Utrecht, Pathé
embraces the newest film technology and offers the visitor a
real life experience instead of just watching a movie.

In 2016, the movie ‘Bridget Jones’s Baby’ was the most popular film
Title Revenue
(in ‘000)
Visits
(in ‘000)
Bridget Jones’s Baby € 10,300 1,191
Finding Dory € 8,900 1,082
Huisdiergeheimen € 8,100 1,024
The Jungle Book €9,446 967
Fantastic Beasts €8,658 874
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners),
annual report 2016

Source: Jean Mineur & Fox Screen, 2017 Q1-3. Data based on period: 29-12-2016 to 04-10-2017.
Market share of Jean Mineur is increasing after extension of the network
with 15 new Vue cinemas in July.
#locations #cinema halls #seats #visitors 2017 Q1-3
Pathé (incl. CineMec) 25 202 42,136 11,909,057
Kinepolis 15 103 20,198 1,904,673
Vue 21 112 21,151 2,194,287
Other 29 146 23,011 3,963,894
Total 90 (65%) 563 (75%) 106,496 (81%) 19,971,911 (84%)
#locations #cinema halls #seats #visitors 2017 Q1-3
RSB Cinemas 6 20 2,388 601,392
Other 42 165 22,735 3,164,930
Total 48 (35%) 185 (25%) 25,123 (19%) 3,766,322 (16%)

Number of cinema visitors increased in line with number of film releases
-
100
200
300
400
500
0
5
10
15
20
25
30
35
40
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
#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 2016

Increase of cinema visits in 2016 mainly because of relatively high
number of visits in August, September and October.
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Visitsin‘000
week
Cinema visits per 4 weeks
2016 2015 2014
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners),
annual report 2016

For cinema there is a clear increase in gross media spend towards the
end of the year. Cinema vendors use monthly indices to reflect
seasonality patterns in their rate cards.
Source: Nielsen, 2014 – 2017 Q2 | Only gross spend for cinema
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
GrossMediaspend(in€millions)
Seasonality cinema
2013 2014 2015 2016 2017
Total spend 2017 Q3: 3,305,831
Total spend 2016 Q3: 3,464,393
Total spend 2015 Q3: 3,564,839
Total spend 2014 Q3: 2,981,686

Frequent cinema visitors are younger than average. High social
class for both frequent as non-frequent and 50/50 on gender.
49% 51%
Profile frequent cinema visitor
Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N= 17.081) | * Frequent cinema visitor is defined as someone who visits a cinema at least once a month, non-frequent visitors are people
who visit the cinema less than once a month, excluding people who never visit the cinema.
Profile non-frequent cinema visitor
48% 52%
Social
class
% Index
A 33% 144
B1 25% 111
B2 23% 110
C 10% 65
D 10% 50
Social
class
% Index
A 27% 122
B1 26% 115
B2 24% 115
C 13% 84
D 10% 54
3%
27%
20%21%
18%
11%
13-14 (index 121) 15-24 (index 187)
25-34 (index (139) 35-49 (index 88)
50-64 (index 73) 65+ (index 53)
5%
20%
17%
30%
20%
8%
13-14 (index 158) 15-24 (index 139)
25-34 (index (120) 35-49 (index 124)
50-64 (index 82) 65+ (index 41)

In 2016, cinema reach among age group 16-39 increased significantly
75%
83%
73%
61% 59%
62%
43%
32%
76%
72%
89%
84%
70%
60%
42%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+
Cinema reach
2015 2016
Source: Bioscoopmonitor 2016, Stichting Filmonderzoek

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

In October Radio DJ Giel Beelen moved to Radio Veronica. The Former
NPO 3FM DJ started with his new morning show: ‘De Veronica
Ochtendshow met Giel’.
Before his move to Veronica, Giel Beelen hosted music programs on
3FM for more than 20 years. His last show, named ‘On Stage’, will now
be presented by Frank van der Lende.
Giel Beelen to Radio Veronica
Source: https://nos.nl/artikel/2190466-giel-beelen-naar-radio-veronica.html

According to radio channels, podcasts are getting more popular lately. The
supply and variety of podcasts has increased considerably.
What are podcasts?
A podcast is a radio-broadcast that people can listen to whenever they
want. On platforms as iTunes, Sound Cloud and Stitcher it is possible to
listen and subscribe to these audio files for free.
The popularity of podcasts
Source: https://www.nrc.nl/nieuws/2017/03/28/blijven-wachten-op-een-doorbraak-7524052-a1552074 | Source: GlobalWebIndex, 2017 HY1, Base Internet Users NL16+
10% of the Dutch
population listened to
a podcast in the last
month

Trends & developments – III
Publisher of Dutch radio channels
OMS starts with technical tests for
programmatic audio buying. Digital
department OMX uses the technology
of Triton Digital. OMX sees this trial as
a first step towards a Dutch
commercial environment with
programmatic audio buying.
The current broadcasting licenses of
commercial radio for broadcasting via
FM, AM and DAB+ expired in 2017,
but are extended until 2022. The
government will assign new licenses
by auction, an idea that caused a lot
of resistance.
Source: https://www.emerce.nl/nieuws/nederlandse-radio-krijgt-programmatic-audio-buying | http://www.themediaexchange.nl/| http://nos.nl/artikel/2181242-nederlandse-muziekdienst-juke-wil-met-
spotify-gaan-concurreren.htm
The Netherlands welcomed a new
streaming service: JUKE. This new
concept is an initiative of Talpa Radio
and MediaMarkt and offers 40 million
songs. A monthly subscription costs
€9.99. A free version is available as
well. Here users can listen to radio
channels only.

Dutch radio stations with advertising possibilities (I/II)
STER
One Media Sales
Talpa Radio
Radio Corp
Q-Music NL
TMG

Dutch radio stations with advertising possibilities (II/II)
E-power advertising*
FD Mediagroep
ORN*
Online stations (22)
Source: retriever.nl, Q3 2017 * ORN (government) and E-Power are responsible for approximately 30 regional stations

Radio 538 and NPO Radio 2 show increase in market share, whereas
NPO 3FM continues to decrease.
Source: NLO, 2016 Sep-Oct - 2017 Sep-Oct. Base: NL 10+
0%
5%
10%
15%
Market share (%)
Sep-Oct 2016 Nov-Dec 2016 Jan-Feb 2017 Mar-Apr 2017 May-Jun 2017 Jul-Aug 2017 Sep-Oct 2017

0
5
10
15
20
25
30
35
40
45
50
MediaSpendperStation(inMillions)
Gross Media Spend
2016 Q3 2017 Q3
+14%
+255%
+123%
-31%
+37%
-62%
Source: Nielsen, 2016 Q3 – 2017 Q3. Gross spend for radio only.
Gross media spend for Q-music, Veronica, SLAM and FunX increased
strongly. Again decrease in spend for NPO 3FM.

0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
X1000
Gross media spend Radio
2013 2014 2015 2016 2017
Seasonality of radio shows low spend during Summer period and high
peak in Q4 (Christmas and top lists at the end of the year). Some Radio
vendors use monthly indices in their rate card that reflect this seasonality.
Source: Nielsen, 2014 – 2017 Q3. Gross spend for radio only.
Total spend 2017 Q3: € 189,730,821
Total spend 2016 Q3: € 180,901,749
Total spend 2015 Q3: € 167,327,821
Total spend 2014 Q3: € 159,898,008

The retail and automotive category is well represented within the
top 10 radio advertisers
Brand Category Gross radio spend Q3 2017
1 Lidl Retail €5.105.644,95
2 Ziggo Telecom €4.683.900,55
3 Kruidvat Retail €4.149.918,50
4 Aldi Retail €4.082.093,15
5 Renault Automotive €4.082.093,15
6 Opel Automotive €3.417.584,10
7 T-Mobile Telecom €3.149.138,65
8 Volkswagen Automotive €3.016.851,20
9 Bol.com Retail €2.479.380,00
10 ANWB Travel €2.456.359,80
Source: Nielsen, Q3 2017. Gross spend for radio only.

Some clutter in channels aimed at older audiences. A young and more
female station is missing in the radio landscape.
Source: NLO, 2017 (Sep-Oct), TA: NL 10+
Young
Female
Radio Veronica
‘Oldies’ (music more
than 5 years old)
BNR Nieuws Radio
News
SLAM!
Dance and new hits
Sublime FM
Jazz, soul, latin and
lounge
100% NL
Dutch
Male
Old

Spotify and Apple music are the two main players with the highest
average monthly (gross) reach.
Application-based music
streaming service with 6.8 million
users. Free and paid subscription
options; 40% of the Dutch users
are paying for the streaming
service.
Average monthly reach
Q3 2017: 29.6%
Audio platform that originally
enables sound creators to share
their created sounds. Streaming
music available for free or through
paid subscription.
Q3 2017: 3.5%
Music streaming service for web
and app. Spot advertising within
playlist possible. Free and paid
subscription options.
Q3 2017: 1.8%
Music application of Apple for
streaming music and an extension
of iTunes. Only available through
paid subscription.
The figures below are based on
the app Apple Music which
contains both owned music as the
streaming service Apple Music:
Q3 2017: 34.6%
Source: Spotify | DAM Q3 2017 (TA 13+ N=7652), Average monthly reach all platforms

TV is the most popular device for radio listening, but also an increase for
listening radio on smartphone and streaming- network audio player.
0%
5%
10%
15%
20%
25%
30%
35%
40%
June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15 Dec'15 Dec'16
%Agreetolistenviadevice
Digital radio listening*
Desktop Laptop Smartphone Tablet Television** Streaming- network audioplayer
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,150) *Claims to listen radio via device **Television was previously reported as SettopBox.

Most time spent on online radio via TV. Radio station apps are
becoming more popular, but Spotify remains dominant.
45
107
21
60
36
11
0
50
100
150
200
250
300
Average minutes per week
Desktop
TV
Laptop
Streaming-/network player
Smartphone
Tablet
0% 5% 10% 15% 20% 25%
Radio 10
Nederland.fm
NPO radio 1
Radio Veronica
Radio 538
NPO 3FM
Q-music
NPO radio 2
100%NL
Sky Radio
Spotify
Radio Apps (downloaded)
Tablet (n=808)
Smartphone (n=1056)
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,150) “Trends in Digital Media”, GfK Intomart, Dec 2016, base: owners of tablet and/or smartphone

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

Mediahuis takes over Telegraaf Media Group
Mediahuis and VP Exploitation got permission to take over TMG and
gain 65% share in the Dutch media company. The Flemish Mediahuis
paid €9,100,000 for 1.5 million shares of TMG.
With this agreement, Talpa will resign its attempts to get a majority of
the TMG shares. The media company of John de Mol retains a
strategic interest of 29%.
As a result, NRC and Telegraaf will be operating under the same roof.
Source: https://fd.nl/ondernemen/1213378/talpa-legt-zich-erbij-neer-tmg-gaat-naar-de-tegenpartij

Online reading platform Blendle
was in its own words ‘growing too
fast’. This resulted in a dismissal of
nine employees. Co-founder
Alexander Klöpping emphasizes
that despite the setback, Blendle
had the best financial quarter so far.
‘Het Financieele Dagblad’
launched a new app for young
professionals: FD Focus. With the
news app, FD wants to reduce
reading time by selecting and re-
writing articles for mobile usage.
According to NOM research, the
reach of digital magazines
increased with 7%, while for print
magazines this remained stable in
HY1. Digital scores better among
younger- and male target groups.
Source: https://www.emerce.nl/nieuws/fd-lanceert-nieuwe-digitale-titel-fd-focus| https://www.emerce.nl/nieuws/print-bereik-tijdschriften-stabiel-digitaal-bereik-stijgt | https://www.emerce.nl/nieuws/blendle-
slankt-af | https://www.emerce.nl/nieuws/fd-heeft-grootste-betaalde-digitale-oplage

ADR is leading in Top 10 media brands
Ranking NOM Mediabrands 2017 Monthly brand reach* amongst NL 13+ Paper only Digital only
1 ADR Nieuwsmedia 66.9% 40.3% 47.6%
2 AD 51.9% 22.4% 39.9%
3 De Telegraaf 49.2% 25.5% 34%
4 Metro 36.1% 28.3% 11.9%
5 De Volkskrant 30.4% 15.8% 19.2%
6 Libelle 22.2% 17.2% 7.3%
7 NRC 21.6% 3.2% 14.4%
8 LINDA. 19.0% 8.4% 12.5%
9 Vrouw 18.4% 10.9% 8.5%
10 Donald Duck 15.3% 15.1% /
Source: NOM Mediamerken 2017-II *Unique reach

National newspapers lead print circulation
1,381
1,115
316
-
200
400
600
800
1,000
1,200
1,400
1,600
2016 Q4 - 2017 Q3
€x1000
Moving year average circulation figures (in ‘000s)
National newspapers Regional newspapers Free sheets
Source: NOM, 2016 Q4 – 2017 Q3 | moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)

Top 10
ranking
Title Newspaper type Total annual paid circulation
2016 Q4 – 2017 Q3
Total annual circulation
2016 Q4 – 2017 Q3
1 De Telegraaf National
359,143 398,408
2 AD National
301,901 349,060
3 Metro Free
- 316,401
4 de Volkskrant National
212,829 248,612
5 NRC Handelsblad National
132,111 141,667
6 De Limburger (combinatie) Regional
118,915 123,967
7 De Gelderlander Regional
102,604 113,125
8 Trouw National
87,121 100,990
9 De Stentor Regional
88,293 97,568
10
Noord-Hollands Dagblad
Regional
93,272 96,787
De Telegraaf is leading in terms of print circulation
Source: NOM, 2016 Q4 – 2017 Q3 annual moving average circulation figures for newspapers. Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.

AD and De Telegraaf are leading in terms of issue reach
Ranking National newspapers
Average issue reach amongst NL
13+ (in ‘000s)
Average issue reach amongst
NL13+ (%)
1 AD Dagbladen 1,338.7 9.3
2 De Telegraaf 1,257.8 8.8
3 de Volkskrant 749.6 5.2
4 NRC Handelsblad 348.6 2.4
5 Trouw 338.1 2.4
6 Reformatorisch Dagblad 172.6 1.2
7 Nrc.next 136.2 1.0
8 Het Financieele Dagblad 132.5 0.9
9 Nederlands Dagblad 102.0 0.7
Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N=17,081)

NOS has surpassed Nu.nl and becomes the main Dutch news title
No. Top 10 online News
brands
Reach (%) Reach (‘000) # Visits (‘000) Avg visit frequency
1 NOS
49.9% 7,157,000 256,845 35.9
2 Nu.nl
49.5% 7,099,000 156,180 22
3 AD
42.7% 6,127,000 102,232 16.7
4 Telegraaf
35.8% 5,136,000 127,488 24.8
5 RTL Nieuws 23.5% 3,374,000 36,628 10.9
6 De Volkskrant
17.8% 2,554,000 21,202 8.3
7
NRC 8.9% 1,281,000 5,297 4.1
8 Metro 7.9% 1,133,000 2,370 2.1
9 Trouw 6.4% 922,000 4,675 5.1
10 De Gelderlander 6,1% 871,000 7,569 8.7
Source: DAM, base: 13+, average reach Q3 2017 all platforms

0
20
40
60
80
100
120
140
Grossspendnewspapers(inMillions)
Seasonality newspapers
2013 2014 2015 2016 2017
Until Q3 2017, spend levels are higher than in 2016 (but still
below previous years).
Source: Nielsen, 2013 -2017 Q3. Gross spend only.
Total spend 2017 Q3: € 220,175,642
Total spend 2016 Q3: € 183,749,047
Total spend 2015 Q3: € 266,100,195
Total spend 2014 Q3: € 270,525,217

No. Brand Category Newspapers gross spend Q3 2017
1 Corendon Travel €8,810,672
2 Koopjedeal.Nl Travel €8,219,850
3 KRAS Reizen Travel €6,437,670
4 Stip Reizen Travel €6,411,293
5 Zadkine Media Media €6,411,293
6 Bolderman Travel €3,350,075
7 BNR Media €2,961,440
8 Stella Retail €2,801,055
9 NRC Live Media €2,561,033
Travel brands are dominating the Top 10 advertisers in newspapers
Source: Nielsen, 2017 Q3 | Gross spend for newspapers only.

De Telegraaf shows a significant decrease in gross media spend,
whereas all Persgroep titles show an uplift. AD is now leading in
terms of gross media spend.
0
5
10
15
20
25
30
35
Mediaspend(inmillions)
Gross media spend Newspapers
2016 Q3 2017 Q3
+46%
+69%
-35%
Source: Nielsen, 2016 Q3 – 2017 Q3. Gross spend for newspapers only. *NRC Doordeweeks is a combination of NRC Handelsblad en NRC Next
+74%
+72%
-31%

The growth of digital use of newspapers seems to have stagnated
over the last year across all devices, except for mobile.
38%
20% 20%
36%
21%
23%
35%
22%
24%
39%
27%
28%
36%
27% 27%
37%
30%
27%
Pc/Laptop Mobile Tablet
NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II NPDM 2015 I - 2015 II NPDM 2015 II - 2016 I NPDM 2017-I
Source: NPDM releases: 2013 I – 2017-I, base: total NL 13+
Digital use of newspapers

Family, culinary and women’s titles show highest circulation figures
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Moving year average total circulation (in ‘000s)
Q4 2016 - Q3 2017
Source: NOM, 2016 Q4 – 2017 Q3 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).

Kampioen and sponsored magazines of food retailers are
dominant in terms of circulation
Top 10 Title Magazine type
Total paid circulation
2016 Q4 – 2017 Q3
Total circulation
2016 Q4 – 2017 Q3
1 Kampioen Family 3,406,499 3,406,499
2 Allerhande Culinary sponsored - 2,028,320
3 Boodschappen Culinary sponsored - 1,894,422
4 Eigen Huis magazine Home decoration, gardening & DIY 756,582 756,582
5 Burgerkracht Special interest - 495,260
6 Vrouw Women’s - 488,613
7 AD Magazine Newspaper magazines - 399,900
8 Het Volkskrant Magazine Newspaper magazines - 364,705
9 Libelle Women’s 279,182 284,909
10 Veronica Magazine TV Listings 271,256 271,626
Source: NOM, 2016 Q4 – 2017 Q3 annual moving average print circulation figures for magazines

Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N= 17.081)
Women’s magazines lead in terms of reach
Top 10 magazine titles Publication type
Average issue reach
amongst NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
Kampioen Family 4,831.5 33.7
Allerhande Culinary sponsored 4,315.2 30.1
Libelle Women’s 1,626.2 11.3
Donald Duck Kids 1,431.0 10.0
LINDA. Women’s 1,197.9 8.4
Vrouw Women’s 1,140.2 8.0
Margriet Women’s 1,058.7 7.4
Privé Celebrity 1,020.8 7.1
Veronica TV magazines 974.8 6.8
Quest Science 960.6 6.7

0
10
20
30
40
50
60
January February March April May June July August September Oktober November December
Magazines
grossmediaspendinmillions
Seasonality Magazines
2013 2014 2015 2016 2017
Ad spend in magazines peaks in Spring and towards December
Source: Nielsen, 2013 – 2017 Q3. Gross spend for consumer magazines only.
Total spend 2017 Q3: € 81,707,298
Total spend 2016 Q3: € 86,143,886
Total spend 2015 Q3: € 92,634,899
Total spend 2014 Q3: € 97,380,984

No. Brand Category Gross spend in Q3 2017
1 Albert Heijn Retail €1,143,475
2 Voordeeluitjes Travel €1,030,063
3 ANWB Travel €975,008
4 Hollands Nieuwe Telecom €873,886
5 Blue Band Retail €873,886
6 Sanoma Media €863,815
7 Elsevier Media €783,829
8 Zendium FMCG €782,646
9 Otolift
€761,211
10 Persgroep Media €705,878
Travel is well represented in Top 10 magazine advertisers
Source: Nielsen, 2017 Q3. Gross spend for consumer magazines only.

Decrease in spend for major magazine titles Allerhande, Libelle,
Margriet, Veronica and Voetbal International.
0
1
2
3
4
5
6
7
8
9
10
Mediaspend(inmillions)
Gross media spend magazines
2016 Q3 2017 Q3
-21%
-10%
-22%
Source: Nielsen, 2016 Q1 – 2017 Q3. Gross spend for consumer magazines only.

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

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

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

In August Facebook
launched its own buy and
sell platform in The
Netherlands: ‘Facebook
Market Place’. Marketplace
is a separate section within
the app and website.
Instagram Stories now has
more users worldwide than
Snapchat. On a daily basis,
more than 250 million people
use Instagram Stories.
Snapchat has 166 million
daily users.
Pinterest reached a new record
of 200 million active monthly
users worldwide. The social
network grows steadily with an
average increase of 50 million
active monthly users per year.
Source: https://www.emerce.nl/nieuws/cijfers-facebook-tweede-kwartaal | https://www.nu.nl/internet/4880414/facebook-brengt-verkoopplatform-marketplace-in-nederland.html |
https://techcrunch.com/2017/08/02/instagram-stories-anniversary/ | https://www.emerce.nl/nieuws/200-miljoen-actieve-gebruikers-pinterest
Despite a stagnation in the
number of accounts, Facebook
achieved a higher turnover in
Q2 2017 (9.3 billion dollar).
This is 44.7% more than in the
same period last year.

Source: Newcom, Dutch National Social Media Survey 2017, TA: 15+
WhatsApp and Facebook still show growth in usage. Highest increase
for Instagram, decrease of Twitter seems to stabilize.
Social media usage

Highest usage for WhatsApp and Facebook. Instagram enters the
Top 5, replacing Twitter.
Main platforms:
3.2 million
Dutch people
use Instagram,
1.5 million use
it daily
4.3 million
Dutch people
use LinkedIn,
0.4 million
use it daily
7.5 million
Dutch people
use YouTube,
1.7 million use
it daily
10.4 million
Dutch people
use Facebook,
7.5 million use
it daily
10.9 million
Dutch
people use
Whatsapp,
7.8 million
use it daily
Other platforms:
0.1 million
Dutch
people use
Foursquare
, 46 K use it
daily
0.1 million
Dutch
people use
WeChat,
63 K use it
daily
0.4 million
Dutch people
use Tumblr,
101 K use it
daily
1.9 million
Dutch people
use
SnapChat,
960 K use it
daily
2.4 million
Dutch
people use
Pinterest,
381 K use it
daily
2.6 million
Dutch people
use Twitter,
871 K use it
daily

Snapchat, Tumblr and Instagram are more used by younger age groups
11% 9% 6%
16%
9% 8%
33%
16%
23% 25% 28%
26%
26%
17%
34%
30%
26% 27% 28%
25%
30%
27%
20%
28%
25% 25% 26%
22% 23%
29%
10%
19%
16% 14% 12% 11% 12%
19%
2%
Facebook Twitter LinkedIn Instagram Pinterest Google+ Snapchat Tumblr
Age distribution of social networking sites in NL
13-19 20-34 35-49 50-64 65+
Source: GfK DAM, base: 13+, Q3 2017

Active usage Facebook is still increasing and recovers from dip in 2014
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
2012 2013 2014 2015 2016 2017 Q1 - Q3
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
2012 2013 2014 2015 2016 2017 Q1 - Q3
Source: GlobalWebIndex, 2012 – 2017 Q1 t/m Q3, Base Internet Users NL16+

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2012 2013 2014 2015 2016 2017 Q1 - Q3
Account ownership of LinkedIn is stable, but active usage is increasing
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 2016 2017 Q1 - Q3

Successful times for Instagram with strong increase of account
ownership and activity within 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 2016 2017 Q1 - Q3
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 2016 2017 Q1 - Q3
Source: GlobalWebIndex, 2013 – 2017 Q1 t/m Q3, Base Internet Users NL16+. Instagram data is available from 2013 Q2

Account ownership of YouTube is further increasing, just like active
usage which shows a strong uplift again after 2014.
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
2012 2013 2014 2015 2016 2017 Q1 - Q3 2017
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2012 2013 2014 2015 2016 2017 Q1 - Q3

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
2012 2013 2014 2015 2016 2017 Q1 - Q3
Both ownership and activity are slightly 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
2012 2013 2014 2015 2016 2017 Q1 - Q3

Social Media in The Netherlands: privacy concerns are still an issue
66% is
worried
about their
data being
sold
54% is
worried
about their
data in
general
57% does
not know if
they can
trust social
media
17% has
(a lot of)
trust in
social
media

The Adobe Digital Insights report
concludes that because of growing
online competition, prices of digital
advertisements are rising but not
resulting in higher returns. Compared
to last year, costs increased with 16%.
According to research agency App
Annie, the worldwide app economy
will increase to 6.3 trillion dollar in
2021. Compared with 1.3 trillion dollar
in 2016, this will be an increase of
380%. Despite the declining number
of installed apps, app usage will
increase; especially for e-commerce
and gaming.
In 2017, several advertisers decided to
boycott publishers like YouTube and
Google because of brand safety issues.
Also local websites Dumpert and
Geenstijl were boycotted by certain
advertisers because of sexist and
shocking content. This fits in a general
discussion about programmatic
advertising and the responsibility of
advertisers for the context of an ad.
Source: http://marketingtribune.nl/media/nieuws/2017/05/adverteerders-boycotten-seksistisch-geenstijl/index.xml | https://www.adformatie.nl/nieuws/steeds-meer-adverteerders-boycotten-youtubegoogle |
https://www.emerce.nl/nieuws/appeconomie-63-biljoen-dollar-2021 | https://www.emerce.nl/nieuws/adobe-hogere-advertentiekosten-lager-rendement

Google Chrome will launch a browser
in early 2018 with a preinstalled
technology that will block annoying
ads. Presumably, publishers will get
an option to charge people for ad-free
access, or force a choice to whitelist
the site so they can display ads.
With the growing popularity of
“dynamic page publishing”, visitors of
online publications will more often
see their own personalized
homepage based on search behavior.
RTL takes a majority interest in Dutch
digital agency Adfactor. Adfactor is
specialized in digital content and has
a broad network of influencers and
content creators.
Source: https://www.emerce.nl/nieuws/rtl-neemt-Adfactor | http://www.adformatie.nl/achtergrond/de-dagen-van-statische-voor-iedereen-gelijke-websites-liggen-achter-ons |
http://adage.com/article/digital/official-google-chrome-ad-blocker/309238/
Chrome browser Dynamic page publishing RTL / Adfactor

Trends & developments – III: GDPR
Source: https://www.frankwatching.com/archive/2017/05/22/de-cookiewet-wijzigt-in-2018-dit-zijn-de-gevolgen-voor-je-website/
The current Dutch Cookie law will likely be replaced by the European Cookie
law (GDPR) in May 2018, to encourage the trust and safety of digital services.
According to this law, Internet users don’t have to accept cookies anymore
before entering a site. The EU claims that Internet users should have complete
access to every site. With only one setting in the browser, you can accept or
decline all the tracking-cookies.
GDPR will have most consequences for online marketers; (re)targeting will
become more difficult if users decide to decline the tracking-cookies. Since for
many publishers ad space is the most important source of revenue, it is likely
that in the future Internet users have to pay for visiting certain websites.

According to GreenLight Insights, it may take until 2021 before VR becomes
more mainstream and truly profitable. The main reason for this is the
expensive hardware. With the release of Microsoft VR-headset at the end of
2017, a boost for the VR entertainment industry is expected.
Trends & developments – IV
.
Virtual Reality &
Augmented Reality
Source: http://www.frank.news/2017/05/01/onderzoekers-vr-pas-groot-in-2021 | https://www.emerce.nl/nieuws/facebook-lanceert-augmented-realityplatform | https://developer.apple.com/arkit/
Facebook launches an AR platform for the purpose of smartphone camera’s.
Partners will be able to develop all sorts of effects for the apps of Instagram,
Messenger and Facebook. Zuckerberg has high expectations of AR, but had
to acknowledge that the possibilities are limited at this moment.
Facebook AR platform
The future of VR
ARkit provides a platform for developing augmented reality apps for iPhone
and iPad. The technology makes use of all sensors of the phone and
calculates distances and angles very accurate. As a result, users can build
virtual content on top of real-world scenes.
ARkit Apple

33%
14%
15%
37%
42%
14%
18%
38%
46%
17%
20%
41%
44%
16%
20%
40%39%
14%
17%
37%
43%
18%
20%
39%
Social Networks Buying/selling Streaming video Searching for info
2012 2013 2014 2015 2015 II - 2016 I 2017
Over the last years all online activities are more or less stable
Online activities done ‘often’ – across time
Source: NPDM 2012 I - II to NPDM 2017, NL 13+

Activities across platforms are more or less similar, although
popularity differs slightly. Shopping is more popular on desktop, but
social media and Search are present in top 3 of all devices.
40.1
44.9
49
53.2
53.8
56.3
57.3
67.6
69.4
72.9
Used a webmail service to access,
read or send emails
Used an internet banking service
Uploaded / shared a photo
Watched a video clip or visited a
video-sharing site
Used a map or directions service /
app
Visited a news website / app /
service
Checked the weather online
Visited / used a search engine
Used a chat or instant messaging
service / app
Visited / used a social network
Top 10 - Mobile
50.4
54.9
56.4
57.5
60.5
66.7
67.3
73.6
85.5
93.1
Used an online encyclopedia such
as Wikipedia
Used an internet banking service
Purchased a product online
read or send emails
service
video-sharing site
Searched for a product or service
you want to buy
Visited an online retail site or store
such as Amazon
Top 10 - PC / Laptop
9.1
10.5
11.5
11.6
12.4
14.8
17.3
23.4
29.9
29.9
Used a chat or instant messaging
service / app
Used an online encyclopedia such
as Wikipedia
Checked the weather online
Searched for a product or service
you want to buy
read or send emails
Visited an online retail site or store
such as Amazon
service
video-sharing site
Top 10 - Tablet
Source: GlobalWebIndex, 2017 Q3, Base Internet Users NL16+ (N= 1300), Have done in the past month

In 2016, the # of apps seems to stabilize at 27 (mobile) and 24 (tablet)
0
10
20
30
40
50
Smartphone
Average number of mobile apps
2011 2012 2013 2014 2015 2016
0
10
20
30
40
50
Tablet
Average number of tablet apps
2011 2012 2013 2014 2015 2016
Average # of apps on
mobile in 2016: 27
Average # of apps on
tablet in 2016: 24

Main mobile activities are focused on communication in every
possible way. Banking, online shopping and TV increased in usage.
83%
76%
29%
14%
22%
37%
43%
16%
70%
5%52%
67%
26%
83%
65%
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

All-round activities for tablet such as Internet, e-mail, social media
and games. Less visual activities (photos, video) than on mobile.
29%
32%
3%
58%
13%
34%
36%
8%
15%
85%
55%
66%
13%
29%
4%16%
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
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=824)

Google is leading in terms of reach across platforms
Source: GfK DAM, base: 13+, average monthly reach Q3 2017 (all platforms)
No. Top 10 brands Average monthly reach
1 Google 91%
2 Google Search 85%
3 Facebook 85%
4 YouTube 81%
5 Google Maps 76%
6 WhatsApp Messenger 68%
7 Gmail 60%
8 Bol.com 57%
9 Marktplaats 57%
10 Facebook Messenger 54%

For mobile, all apps in top 10 belong to Google or Facebook.
Source: GfK DAM, base: 13+, average monthly reach Q3 2017
28%
28%
30%
31%
40%
43%
48%
55%
52%
68%
Drive
Instagram
Google Play-services
Gmail
Google Search
Facebook Messenger
Youtube
Google Maps
Facebook
WhatsApp Messenger
Overall top smartphone apps
Phone reach %
11%
12%
13%
18%
19%
20%
21%
22%
32%
33%
Buienradar
Netflix
Marktplaats
Gmail
Facebook Messenger
Google Maps
Google Search
Apple Music
Facebook
YouTube
Overall top tablet apps
Tablet reach %

In Q3 2017, CoolBlue had by far the highest digital spend*
No. Brand Category Gross spend Q3 2017
1
Coolblue.nl
Retail
€7,690,948
2
Fisher Investments
Real estate €3,299,312
3
Tweakers.net
Technology €3,144,756
4
Vodafone
Telecom €2,892,448
5
McDonalds
Food €2,892,448
6
AD
Media €2,757,453
7
Samsung
Telecom €2,651,132
8
Appnexus
Software €2,325,663
9
Persgroep
Media €2,125,660
10
Philips
Technology €2,107,560
Source: Nielsen, Q3 2017. * Note: online spend without taking into account social, SEA and in-app advertising.

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

Currently, 52% of all digital ads are in view and 35% are in view for
at least 5 seconds (Quality View).
DMA Institute is an international digital media
auditing and quality assurance service empowering
digital leaders and organizations in “Assessing The
True Value Of Digital Media’’.
With DMA you can measure the time for which the
ads have been visible, which audience has seen the
ad and which sites and placements provided
conversions for the brand.
Source: DMAI Year End 2016 + 2017 VisibilityBenchmarks *In View: impression that has been in view for longer than 1 second. ** Quality View: an impression that has been in view for longer than 5 seconds.
0%
10%
20%
30%
40%
50%
60%
70%
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017
DMA visibility benchmarks
In View* Quality View*

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

Search advertising: New ways to search by voice and image
Source: Global Web Index: 2017 Q3, base: All adults 16+ (N= 1300)
10,2%
used voice search or
voice command tools
In last month

Overall, the usage of Ad Blockers is slightly increasing over time
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Total 16-24 25-34 35-44 45-54 55-64
Using services such as Ad Block in the past month
Q1 2016 (n=801) Q2 2016 (n=755) Q3 2016 (n=754) Q4 2016 (n=754)
Q1 2017 (n=1300) Q2 2017(n= 1300) Q3 2017 (n= 1300)
Source: GlobalWebIndex, Q1 2016 – Q3 2017, Base Internet Users NL16+

Worries about privacy have increased among teenagers and millennials
Source: Ruigrok NetPanel, What’shappening online? 2017, 18+ n=1.050
26%
38%
51%
53%
42%
55%
53%
58%
0%
10%
20%
30%
40%
50%
60%
70%
Digital teenagers Millennials Generation X Babyboomers
Worried about privacy
% (totally) agree
2016 2017

Strong growth figures for online consumer spends and purchases
8,200 9,000 9,800 10,600
13,730
16,090
20,060
6
7
8
9
10
11
12
0
5,000
10,000
15,000
20,000
25,000
€billions
Online shopping spend People buying online
+10% +9%
+8%
+30%
+17%
E-commerce trendsTop 5 branches annual increase in online spend 2017 Q3
29%
36%
47%
47%
57%
Clothing
Footwear & Personal
Lifestyle
Home & Garden
Food/Nearfood
Health & Beauty
Source: Thuiswinkel Marktmonitor 2010 – 2017 HY1
Online spends 2017 Q3: 5.0 billion (+ 14%)
Number online purchases 2017 Q3: 49.8 million (+ 21%)
Number online buyers 2017 Q3: 11.1 million
+25%
millions

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

Trends and developments
Source: https://www.nrc.nl/nieuws/2017/09/04/reclamezuilen-filmen-reizigers-op-ns-stations-a1572184 | https://nos.nl/artikel/2192429-billboardcamera-s-op-amsterdam-centraal-voorlopig-uit.html |
https://www.adformatie.nl/nieuws/mmd-breidt-digitaal-abri-netwerk-uit-met-avia-tankstations|
Exterion Media was experimenting with cameras in digital
billboards on train stations to collect data (viewing time, age
and gender) for consumer analysis.
However, due to commotion regarding invasion of privacy,
Exterion eventually turned off the cameras. It declares that the
technique is anonymous and now awaits the conclusions of
research conducted by the Autoriteit Persoonsgegevens (AP).
MMD extends its Digital Out of Home network to Avia gas
stations and states to have the largest digital out of home
network in the Netherlands. With the Avia partnership MMD
added more than thousand digital 24” screens.

Factsheet Outdoor
Source: VivaKi, December 2016
Publisher Objects Location
JCDecaux Ad shells/6s, billboards, odd-sized objects, trams Bus and tram stations
ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations, posters and screens in shopping
centres
Street, shopping areas, public transport stations
Clear Channel Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations Street, schools, highway, tube- and parking
Interbest Masts near highways A0, A1, A2 screens Highways
Centercom Posters in supermarkets Streets, supermarkets
MMD Media Shelters, digital screens, billboards, busses, airports Street, leisure indoor, sports, transport – airports
OOHA Media Masts, LED masts Streets, highway
Blowup Media Scaffolding large formats Streets
Schiphol Media Big variety of media at Schiphol Airport Amsterdam Airport
OV Media & Triple Media Buses, A3 posters in buses Buses
Altermedia Toilet ads, taxi ads and truck ads Leisure indoor and public transport
Boomerang Media Toilet ads, Freecards Leisure indoor horeca
OV Media Bus ads, A3 screens Busses
Triple Media Bus ads, A3 screens Busses

Total reach per vendor is highest for age group 20-34. JCDecaux is
dominant in billboard advertising.
Source: BRO, September 2017, database version CAFAS 21.1 | Reach is based on total sights per vendor.
70%
78% 79%
69% 65%
61%
68%
74% 77%
70%
64%
59%
81%
87% 89%
83%
77%
71%
36%
42% 42%
35% 33% 31%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Shelters
Exterion (5,517 sides)
JCDecaux (10,348 sides)
Clear Channel (7.904 sides)
MMD (914 sides)
31% 32% 33% 32% 29% 27%
66% 68% 70% 68%
63%
58%
39% 41% 44%
40% 37%
34%
13% 14% 15% 13% 12% 11%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Billboards
Exterion (190 sides)
JCDecaux (998 sides)
Clear Channel (351 sides)
MMD (132 sides)

0%
10%
20%
30%
40%
Share of gross media spend OOH
2013 2014 2015 2016 2017 Q3
Others
Outdoor market is dominated in spend by 4 main players
Source: Nielsen, 2013 – 2017 Q3. Gross spend for out of home only.

0
10
20
30
40
50
Outofhome
grossmediaspendinmillions
Out of Home Seasonality
2013 2014 2015 2016 2017
Although spend slightly lifts in spring and Q4, outdoor advertising
shows pretty stable levels of ad spend through the year.
Source: Nielsen, 2013 – 2017 Q3. Gross spend only
Total spend 2017 Q3: € 128,815,740
Total spend 2016 Q3: € 124,190,866
Total spend 2015 Q3: € 115,064,773
Total spend 2014 Q3: € 125,583,081

McDonalds has the highest (gross) media spend within Outdoor
Advertising. Telecom companies are strongly represented in Top 10.
Brand Category Gross spend Q3 2017
1 McDonalds Food €4,303,762
2 Tele2 Telecom €3,492,269
3 Radio 538 Media €3,212,223
4 T-Mobile Telecom €2,618,354
5 Ford Automotive €1,568,392
6 Samsung Telecom €1,484,079
7 Allsecur Assurance €1,476,462
8 Dove Retail €1,475,589
9 Qmusic Media €1,187,275
10 Omo Retail €1,118,201
Source: Nielsen, 2017 Q3. Gross spend only.

Street shelterMast Billboard
Standard formats

Aerial advertisingScaffold Sampling
Alternative formats I

Alternative formats II
Public transport Street objects Toilet advertising

Digital Out of Home
Source: Vivaki Digitale Out of Home Update, March 2017
With 12% of the total OOH spends and 8,000
screens on 5,000 locations, Digital Out of Home
still has a low share in The Dutch OOH market.
On the other hand, digital OOH is showing
significant growth. It is expected that the increase
in gross spends (+ 340% in 2016 compared to
2015) will continue in 2017. PwC Outlook predicts
that in 2019 the share of spends of DOOH will rise
to 40% of the total OOH market.

Specific Targeting
New opportunities for communication with Digital Out of Home
In the near future, programmatic buying
of DOOH inventory will become bigger.
The only company that currently offers
programmatic buying is ‘MyAdbooker’.
The possibilities are limited because the
main players do not participate yet.
The PEC football stadium in Zwolle was
the first in Europe to have a
programmatically bought real-time
campaign on digital screens. The
creatives dynamically changed based on
live match data. The Amro campaign was
realized in cooperation with CS Digital
Media, MyAdbooker and OutMoove.
Programmatic buying Real time communication
Source: Vivaki Digitale Out of Home Update, 2017| https://www.emerce.nl/wire/adverteren-stadions-programmatic-buying-nieuwe-nog-lucratievere-efficintere-fase-beland
It is expected that in the near future it will
be possible to target DOOH campaigns
at specific target groups by the use of
Detection Software. This software is able
to anticipate on variables like age,
gender, total passengers, mood.

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

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

CENSUS DATA
By using VAST
technology for online
video (IAB standard).
Incl. Desktop, Mobile and Tablet
PANEL DATA
Who is watching?
What is % reach?
DATA FUSION
ONLINE VIDEO TOTAAL(RTL, NPO, SBS only)
TV TOTAL (Linear & non-linear; via TV screen)
Existing
TV audience measurement II
The core of the audience measurement is the
common currency (TV Total). The measurement
includes guest viewing in the panel households and
time shifted viewing (on the day of broadcast plus the
next six days). In order to achieve Video Total (TV +
Online Video) SKO measures census data for online
video and combines this with panel data to calculate
the Online Video Total. Video Total was launched in
April 2017.
SKO also investigates new ways of viewing via so-
called ‘satellites’ studies that are conducted
alongside the currency measurement. This approach
allows SKO to measure new forms of viewing
behaviour (i.e. online video) without influencing the
core currency data.
Source: www.kijkonderzoek.nl

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

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

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

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

Out of home audience measurement II
For measuring all traffic TNS has carried out a travel survey
over a period of nine months (N=10.637). The ‘Gouden
Standaard 2010’ is used for weighting. For this study the
Netherlands has been divided into 30 regions, each one
around a city with at least 75,000 inhabitants. Each of the
individual regions/media owner packages can be analysed via
specialist software developed by BRO: Cafas. Pre-defined
male/female target audiences (13-75 years old) can be used.
Source: Het Buitenreclame Onderzoek, 2nd september ‘15

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

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

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

Dutch media landscape 2017 Q3 update by Starcom

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