Dutch Media Landscape 2018 by Publicis Spine

PUBLICIS SPINE | PROPRIETARY AND CONFIDENTIAL. DO NOT DISTRIBUTE.
DUTCH MEDIA LANDSCAPE
2018
May, 2019

WHAT’S NEW
Q4 2018
Linear TV-viewing is still the norm with 138
minutes per day on average, although the
decrease is continuing; 7% YOY decline in
2018. Total viewing time for TV reached
155 minutes in 2018
In the social media landscape new players
seem to break through (like TikTok) while
Google+ is ending its efforts to become a
serious player. Instagram keeps on growing
its position, Facebook stabilizes.
Despite an increasing number of film
releases, the number of cinema visitors
stabilized for the first time since 2007.
‘Bohemian Rhapsody’ wrote history by
being the most visited movie in 20 years.
While the commercial TV-broadcasters are
strengthening themselves through diverse
investments the public broadcaster NPO
keeps on gaining market share as market
leader to 41% in 2018 although media
spend is in decline.

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Overall media and consumer
stats & figures
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Appendix
The Netherlands: general
stats & figures
CONTENT

THE NETHERLANDS
general stats & figures

Dutch population is still growing and getting older. The size of households is
declining and single households are relatively increasing.
5
16.358
17,181
15,600
16,000
16,400
16,800
17,200
17,600
Population (in ‘000)
1.0
1.3
1.6
1.9
2.2
2.5
0
2,000
4,000
6,000
8,000
Averageno.peopleinHH
#HH(in‘000s)
Household (HH) size
Single person household Multiple person household
Average no. of people in HH
39.2
41.8
35
37
39
41
43
45
Average age
54%
0%
20%
40%
60%
80%
Purchase power
% of people with growing purchase power
Source: CBS, Statline, December 2018, no new data on Purchase Power

In 2018, unemployment has reached the lowest level in years. However,
economic growth and purchasing power stabilizes compared to 2017.
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% 1.6% 2.4%** 2.1** 2.1**
Economic growth (bbp) 1.2% -1.7% -0.2% 1.4% 2.3% 2.2% 2.9% 2.8% 2.5%** 1.5** 1.5**
Purchasing power -1.0% -1.9% -1.4% 1.2% 1.0% 2.6% 0.3% 0.4% 1.3%** 1.2** 1.2**
Unemployed (in ‘000s) 473 560 708 709 680 581 470 385 370** 385 410
Unemployment % 6.1% 7.1% 8.9% 9.0% 8.6% 7.3% 5.9% 4.8% 4.6%** 4.7%** 5.0%**
Source: CPB, Kerngegevenstabel 2011 - 2021, Dec 2018 (** estimated figures)

During the last years the Dutch consumer confidence has climbed up until a high level in 2017 and the
first half year of 2018. In Q4, the consumer confidence is declining, but remains positive.
-50
-40
-30
-20
-10
0
10
20
30
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
2015Oct
2016Jan
2016Apr
2016Jul
2016Octt
2017Jan
2017Apr
2017Jul
2017Oct
2018Jan
2018Apr
2018Jul
2018Oct
2018Nov
2018Dec
Difference%positivevsnegativeanswers
Dutch consumer confidence
Source: CPB, Statline 2018

OVERALL
media and consumer stats & figures

TRENDS

Top 10 Global Consumer Trends for 2019
10
1. Age agnostic
The boundaries of old age are shifting as people live longer and take better care of
themselves. As a result, older people want to feel, behave and be treated as
younger.
2. Back to basics for status
Less is more. Consumers are rejecting the mass-produced and generic and in 2019
will favor products positioned as simplified, back to basics and of better quality.
3. Conscious consumer
Conscious Consumers are mindful consumers, seeking out ways to make positive
decisions about what they buy and trying to find solutions to minimalize negative
impact on the world.
4. Digitally together
Technology has made it possible to create and experience things digitally together,
while we are apart.
5. Everyone’s an expert
Because of extensive research and easy access to information, the consumer is
more informed than ever and is chasing for top quality for the lowest price.
6. Finding my JOMO (Joy of missing out)
To protect their mental wellbeing, consumers want to be more intentional with their
time, resulting in being selective in their activities and reducing their time online.
7. I can look after myself
Consumers increasingly cut out the professional and turn to alternative self-care
methods for illness, unhappiness and discomfort.
8. I want a plastic free world
In 2019, consumer desire for a plastic-free world will grow. Consumers taking direct
action to eliminate plastic waste.
9. I want it now!
They are beginning to expect more from companies and want products and
services delivered as quickly and simply as possible.
10.Loner living
Older generations are increasingly living a single life, and they like it. The single life
is influencing the lifestyle and preferences of the households of mainly the baby
boomers.
Source: CPB, Euromonitor International Top 10 Global Consumer Trends for 2019

10 digital trends to watch in 2019: I
Advertisers will
demand clearer
reporting from ad
agencies and other
vendors.
Facebook Ad
Revenues Will Hold
Steady, but Not
Usage
Voice technology will
transcend ‘speaker
wars’ as voice
assistants enter
everyday devices.
TV network groups
will get smarter in
how to target, serve
and measure ads
across their linear
and digital
platforms.
Digitally inspired
innovation has helped
brick-and-mortar
regain relevance and
get shoppers back
into physical stores.
Transparency Facebook Voice TV Ad Targeting Store innovation
11
Source: E-Marketer Key Digital Trends for 2019, Dec 2018

10 digital trends to watch in 2019: II
The rise of the
internet of things
(IoT) devices will
lend fresh urgency
to consumers'
worries about digital
security.
As consumers
embrace Over-The-
Top TV streaming
services, more
people will cancel
cable TV services.
The rise of voice
and visual search
means Google
faces new
challengers for
search dominance,
though it's well-
positioned in both.
Ongoing consumer
privacy concerns
will create even
more holes in
marketing’s holistic
audience targeting
and measurement
efforts.
Big companies’
unbridled spending
on digital video will
get bridled as it
becomes clear
there’s just too
much long-form
video content.
Internet of things TV streaming Voice search Targeting TV Production
12
Source: E-Marketer Key Digital Trends for 2019, Dec 2018

Entertainment and Media Outlook 2018-2022
New technologies like artificial intelligence (AI), Virtual
Reality (VR), Augmented Reality (AR), voice-based smart
home devices and virtual assistants will drive innovation in
digital advertising. AR and VR allready generate new
revenue streams for the gaming industry, AI can be used
to improve the customer experience and to create content,
Since consumers have a need for more personalized
content and are always connected, the distinction between
various media types is increasingly collapsing. Consumers
are embracing new propositions, competition is coming
from every direction and the so called ‘super competitors’
are winning ground.
Technology
Convergence
The rise of unlimited mobile data bundles, ever-faster
Internet and the launch of 5G services leads to 24/7
connectivity. This increases the amount of time consumers
spend on media, specifically on-the-go video and mobile
gaming, and it brings opportunities for new propositions.
Connectivity
The rising importance of data and the central place that
the usage, storage, sharing and safety of consumer data
plays in the emerging landscape, is pushing trust to a
central position. Since the EU privacy regulations (GDPR),
mistakes in this area will not only be damaging to
consumer trust, but also highly costly.
Trust
13
Source: PWC Entertainment & Media Outlook forecast for The Netherlands 2018-2022

MEDIA SPEND

Competitive reporting in the Netherlands
15
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.
0
1,000
2,000
Cinema Newspapers Online* Out Of Home Magazines Radio TV
€millions
Media spend 2018 HY1
Gross Net
Source: Gross spend: Nielen, 2018 HY1 | Net spend: Nielsen Halfjaarrapport Netto Media Bestedingen 2018

Top 10 advertisers is dominated by Retail and Telecom, with AH as #1
16
No. Brand Category Gross spend 2018
1 Albert Heijn Retail € 119,137,341
2 Kruidvat Retail € 97,608,274
3 Jumbo Retail € 96,580,045
4 Lidl Retail € 91,373,351
5 Renault Automotive € 71,523,686
6 Kpn Telecom € 67,806,399
7 T-Mobile Telecom € 64,186,433
8 Ziggo Telecom € 64,024,086
9 Coolblue.nl Retail € 62,078,698
10 Vodafone Telecom € 59,857,654
Source: Nielsen 2018

Gross media spend of radio, out of home (and TV*) show growth where all other
medium types decrease slightly
17
0
1,000
2,000
3,000
4,000
5,000
Cinema Newspapers Direct Mail Door Drops Out Of Home Consumer
Magazines
Radio TV Trade Press
€millions
Gross media spend per medium type across time
2013 2014 2015 2016 2017 2018
*
Source: Nielsen 2013 – 2018 * Since 2018 there is a new methodology for measuring TV spend, which may lead to differences compared to previous years

Growth in total net media spend will mainly be a result of increase of digital media
spend. Print spend is expected to further decline.
18
3.781 3.654 3.730 3.755 3.850 3.929 4.075 4.280 4.499 4.542
-
1.000
2.000
3.000
4.000
5.000
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
€millions
Forecast net spend
-4.7%
-3.4%
2.1% 0.7% 2.5% 3.9%
6.4% 5.2% 5.1%
1.0%
-10%
-5%
0%
5%
10%
Forecast net spend
Change (%) to previous year
-
500
1,000
1,500
2,000
2,500
3,000
Newspapers Magazines TV Radio Cinema Outdoor Internet
€millions
Net spend per medium type 2014
2015
2016
2017
2018
2019
2020
2021
Source: ZOG Adspend Forecast Netherlands – Dec 2018 (1987-2021)

In 2017 online ad spend increased in revenue again
19
544 609 673 755
848
191
206
225
245
251520
582
615
683
733
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2013 2014 2015 2016 2017
Search Classified Display
1,396 m€
1,512 m€
1,683 m€
Total online ad spend (net)
+9% YoY
1,832 m€
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2017, April 2018. 2018 update available in upcoming media landscape.

Within display formats, online video shows the strongest growth in revenue.
The market for banners is declining over the last years.
20
54% 55% 55% 52% 47%
17% 15% 13% 14%
14%
11% 13% 16% 18% 23%
18% 17% 10% 8% 9%
6% 8% 8%
2013 2014 2015 2016 2017
Allocation of display revenue per format (m€)
Banners Interruptive Video Other Native
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2017, April 2018. 2018 update available in upcoming media landscape

Display advertising through programmatic channels increased by 11% YoY in 2018
HY1, expected to grow to €158MM in HY2.
21
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
20
40
60
80
100
120
140
160
180
Y/YRevenuegrowth(%)
Displayadvertisingthroughprogrammaticchannels
(m€)
Trends of programmatic spend
Display advertising through programmatic channels (m€) Y/Y revenue growth (%)
Source: Deloitte & IAB. Nederland, IAB Report on Programmatic Advertising, The Netherlands 2018 HY1, October 2018. *Forecast figure for 2018 HY2. 2018 update available in upcoming media landscape

In 2017, both the number as the value of all sponsoring contracts decreased
compared to 2016
22
57%
13%
9%
19%
1%
Sponsor contracts
Sports Art & Culture Lifestyle Society Media (non-spot)
In 2017, 253 new (and renewed) sponsorship contracts were signed.
This implies a decrease of 30 contracts compared to 2016.
The total value of all contracts in 2017 was €207,000,000 averaging
€ 818,000 per contract*. The value of all contracts decreased
substantially compared to 2016 (€250,000,000). The average price
per contract remains about the same.
Sport is the most dominant category for sponsoring. The top 20 most
valued closed sponsor contracts consists entirely of sport deals, of
which half of them concerns football.
Source: SponsorMonitor 2018 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). | *Note: The value of contracts differs from the annual sponsorship spend shown
on other slides. This can be explained by contracts covering longer periods than just one calendar year. 2018 update available in upcoming media landscape

In 2017, both the total sponsor spend as the average sponsor spend slightly
decreased.
23
Top 100 sponsors 2016 2017 Index
Total sponsor spend €274,255,000 €264,760,000 97
Average sponsor spend (per brand) €2,742,550 €2,647,600 97
-
100
200
300
400
500
600
Sports Art & Culture Lifestyle Society Media (non-spot)
€millions
Sponsor spend by type of sponsorship
2011 2012 2013 2014 2015 2016 2017
Source: SponsorMonitor 2018 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). 2018 update available in upcoming media landscape

Rabobank continues to have the highest budget for sponsorships. KPN has
increased gross spends with 44%.
24
No. Brand Gross spend 2016 Gross spend 2017
1 Rabobank € 32,000,000 € 30,000,000
2 KPN € 12,500,000 € 18,000,000
3 ING € 14,500,000 € 14,500,000
4 Adidas € 14,000,000 € 13,500,000
5 ABN AMRO € 12,500,000 € 13,000,000
6 Ziggo € 11,000,000 € 11,250,000
7 Heineken € 11,000,000 € 11,000,000
8 Nike € 11,000,000 € 10,000,000
9 Amstel € 7,500,000 € 7,700,000
10 Vriendenloterij € 8,500,000 € 7,200,000
Source: SponsorMonitor 2018 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). 2018 update available in upcoming media landscape

MEDIA USAGE

Daily time spent on media is highest for linear TV, desktop and mobile
26
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Desktop,
laptop, tablet
linear TV Online TV Broadcast
Radio
Music
Streaming
Services
Print Press Online Press Games Social
Networks
Time spent per day
More than 10 hours
6 to 10 hours
4 to 6 hours
3 to 4 hours
2 to 3 hours
1 to 2 hours
30 minutes to 1 hour
Less than 30 minutes
Do not use
Source: Global Web Index: 2018, base: All adults 16

91%
81%
70%
50%
47%
28%
25%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Device Ownership
Smartphone
Laptop
Tablet
PC/Desktop
Smart TV
Gameconsole
E-reader
VR glasses
Smartphone is the most owned device. Only 5% of the online population owns VR
glasses, so they are not (yet) mainstream.
27
Source:: “Trends in Digitale Media”, GfK Intomart, Dec 2018, base: online population 13+ (N=1,188)

Both penetration and internet usage on smartphone continuously increases
28
39%
45%
48%
58%
65% 67%
70%
76%
80% 80%
83%
88%
91%
0%
20%
40%
60%
80%
100%
smartphone penetration
63%
66%
68%
74%
77%
50%
60%
70%
80%
90%
100%
2014 2015 2016 2017 2018
Use of Internet on smartphone
Source: “Trends in Digitale Media”, GfK Intomart, Dec 2018, base: online population 13+ (N=1,188) | Source: NPDM 2014 to 2018, NL 13+

WATCHING
29

MCP: Watching
30
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.

WATCHING
Usage Motivations
31
TV
1. To relax and unwind (59%)
2. To be entertained (57%)
3. Stop being bored (53%)
Online TV
3. To find funny content (26%)
Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following.

Trends & developments - I
32
89%
Households with
digital TV reception
42%
Watching TV outdoors*
44%
Smart TV penetration
2018
Source: : https://kijkonderzoek.nl/images/TV_in_Nederland/190214_SKO_TV_IN_NEDERLAND_2018.pdf | Media Standard Survey 2017 I *Outdoor TV includes watching at all places other than own home.

Trends & developments - II
33
178 175 178
168 160
148
138
7 9 10
13
14
15
17
0
20
40
60
80
100
120
140
160
180
200
2012 2013 2014 2015 2016 2017 2018
ViewingTime(minutesperday)
Non linear
Linear
185 184 188
181
174
155
163
Average viewing time per day has
decreased to 155 minutes per day
in 2018. Non-linear increased
from 15 minutes in 2017 to 17
minutes in 2018.
Watching linear TV is still the
norm but non-linear TV is
gradually gaining ground.
Source: SKO 2012 – 2018, TA: 6+, Linear TV is Live only. Non linear TV is catch up TV (0-28 days).

Trends & developments – III
34
Talpa Network acquires YouTube Channel
StukTV, from 1st of November 2018. This
partnership ends the existing collaboration
with RTL. StukTV has 1.9 million subscribers
and generated 700 million impression.
Video-on-demand service “hayu“ is now
available in the Netherlands. The service of
NBCUniversal International offers more than
6000 episodes of reality shows. The
service, which can be purchased without a
fixed subscription, costs € 5.99 per month
and offers access to the complete offer.
Source: https://www.emerce.nl/nieuws/talpa-neemt-youtube-kanaal-stuktv | https://mediamagazine.nl/video-on-demand-dienst-hayu-nu-ook-beschikbaar-in-nederland/

Trends & developments - IV
RTL Netherlands, Discovery Benelux, Fox Networks Group
Benelux and Viacom International Media Networks entered
into a strategic sales partnership on the 1st January of
2019. As a result, RTL acquires BrandDeli Sales house.
RTL will have the rights to sell advertising inventory for the
brand portfolio of Discovery, Fox and Viacom for at least
three years.
35
Source:https://www.adformatie.nl/media/rtl-neemt-branddeli-over

Dutch TV channels, with advertising possibilities (I/II)
36
STER
RTL
RTL (Triade)
Talpa TV
Note: RTL Lounge, RTL Crime, Boomerang, Telekids and Crime + Investigation are paid (digital) channels
Note: mostly paid (digital) channels
Source: Retriever.nl, 2018

Dutch TV channels, with advertising possibilities (II/II)
37
The Walt Disney Company
57 regional channels
Note: Disney XD shares a channel with Veronica

‘Luizenmoeder’ is most watched show in 2018, followed by ‘Boer zoekt vrouw’ and
‘World championships’
38
Date Program top 10 Channel GRP’s
1 04-02-18 Luizenmoeder NPO 3 31.4
2 02-12-18 Boer zoekt vrouw NPO 1 28.3
3 10-07-18 Soccer: World Championships France-Belgium NPO 1 26.3
4 16-12-18 Heel holland bakt NPO 1 25.0
5 29-03-18 Passion NPO 1 23.2
6 10-03-18 Wie is de mol NPO 1 22.5
7 07-01-18 Boer zoekt vrouw special NPO 1 21.2
8 12-05-18 Eurovisie Song Contest Final NPO 1 20.2
9 15-02-18 Olympic Games: Speed Skating 10KM Men NPO 1 20.2
10 19-11-18 Soccer: UEFA Nations League: Netherlands-Germany NPO 3 18.6
Source: SKO, watching live TV,+ 02:00-26:00 UUR, 13+, 2018 FY (only best scoring transmission per program/tournament)

0%
10%
20%
30%
40%
50%
NPO RTL/Triade SBS/Talpa BrandDeli
TV market share
2015 2016 2017 2018
Market share of NPO and BrandDeli are slightly increasing whereas RTL/Triade decreases
in 2018
Source: SKO, 2015 – 2018 FY, 02.00-26.00, base: all adults 13+ | Note: Full audit channels only.

NPO 1 shows an increasing trend, possibly due to successful sports events. RTL4, RTL 7
and SBS 6 decline in 2018.
0
5
10
15
20
25
30
%
Market share
2015 2016 2017 2018
Source: SKO, 2015 – 2018 FY, 02.00-26.00, base: all adults 13+ | Note: Full audit channels only.

Gross media spend declines for NPO, due to new net rate card policy. Spends on RTL & SBS
channels are slightly higher in 2018
0
200
400
600
800
1,000
1,200
€millions
Gross media spend per channel
2017 2018
Source: Nielsen, 2017 – 2018 | Note: Only gross spend for TV - * rates for STER (NPO 1,2,3) significantly changed in 2018, with standard pricing regardless of volume
* Since 2018 there is a new methodology for measuring TV spend, which may lead to differences compared to previous years

TV spend shows a clear seasonality pattern, with a peak in Q2 and Q4
0
100
200
300
400
500
600
January February March April May June July August September October November December
Grossmediaspend(inmillion€)
TV seasonality (based on spend)
2014 2015 2016 2017 2018
Source: Nielsen, 2017 – 2018 * Since 2018 there is a new methodology for measuring TV spend, which may lead to differences compared to previous years

Retail brands traditionally dominate the top 10 brands on TV.
Specsavers enters the top 10 in 2018.
1 Jumbo Supermarkten Retail € 87,481,220
4 Lidl Retail € 49,612,421
5 Coop Retail € 47,785,565
6 Plus Retail € 44,203,639
7 Nivea Personal Care € 40,922,470
8 Blokker Retail € 38,474,124
9 Specsavers Retail € 35,517,162

Mobile is by far the most popular device for multitasking, mainly used for emailing,
social media and messaging with friends
0%
10%
20%
30%
40%
50%
60%
Desktop
PC
E-Reader Laptop PC Mobile
Phone
Tablet None of
the above
Multi tasking while watching TV
2014 2015 2016 2017 2018
0%
10%
20%
30%
40%
50%
60%
Multi tasking activities
2014 2015 2016 2017 2018
Source: GlobalWebIndex, 2013- 2018, Base: Internet users NL16+

WATCHING
VIDEO ON DEMAND

‘Video on demand’ definition clarified
46
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)
Non-paid (user-generated/professional/branded) content (i.e.
YouTube, Dumpert, LINDA.tv)

Trends & developments – I
47
49% of all Dutch
consumers watch
paid online
video content
69% of all consumers
have a paid VoD
subscription
14% have two subscriptions
17% have two or more
39% of all VoD
subscribers have
downgraded their
linear TV subscription
For consumers without a VoD
subscription this is 15%
Source: GfK Viewscape 2017, base: NL18+. 2018 update available in upcoming media landscape

Trends & developments – II
48
YouTube announced that it will start to
offer content on the basis of
subscriptions. This will offer content
providers the opportunity to make
money in other ways than advertising.
In June Film1 started a subscription
based streaming service for movies
independent from TV providers. Film1
has a catalogue of 300 films and will
add 25 new films every month.
Subscribers pay € 7,99 per month.
NPO has started to offer Dutch drama
series and documentaries to streaming
services such as Netflix, KPN and video
land. This collaboration is relevant for
Netflix since it has to have 30%
European content in 2019.
Source: https://www.emerce.nl/nieuws/youtube-lanceert-abonnementen https://www.bright.nl/nieuws/artikel/4247461/film1-komt-met-losse-streamingdienst |
https://tweakers.net/nieuws/138103/dramaseries-van-npo-komen-naar-streamingdiensten-als-netflix.html

Main players VoD – non-linear TV viewing
49
Hard disk recorder
‘RTL XL’ & ‘Kijk’
A selection of TV content from the RTL/SBS channels. It also includes previews of shows and a selection of movies and series (mostly paid content). RTL
offers content on subscription base; ‘RTL XL Premium’ (€4.- per month). Available via laptop, smartphone, tablet and smart TV.
‘NPO Start (Plus)’ (NPO)
TV content from all the public TV channels. Free and available via laptop, smartphone, tablet and smart TV.
NLziet (NPO, RTL, SBS)
NLziet is a subscription (€8.- per month) for the three online platforms NPO Plus, RTLXL and Kijk. Subscribers can watch all content of Dutch TV up until
365 days after broadcasting. No advertising. Available via laptop, smartphone and tablet.

Main players VoD – non-traditional
50
Netflix entered the Dutch market in September 2013. For €8.- per month users have a basic account and have unlimited access to
movies and series. Next to the basic subscription Netflix also offers a standard (€10.-) and premium (€12.-) subscription. Available via
laptop, tablet, smartphone and smart TV.
Ziggo introduced the Movies & Series XL service in 2017. Combined with a TV subscription (including 55 TV channels) it is possible to
watch all HBO produced content from the last years on demand. Ziggo subscribers can choose, depending on their subscription, for
three different On-Demand subscriptions.
Cinema media owner Pathé developed a platform to watch movies at home (pay-per-movie). Available via laptop, tablet, smartphone
and smart TV.
YouTube offers mostly user-generated content. The first paid channels have already been introduced in Europe. Available via laptop,
tablet, smartphone and smart TV.
Videoland was once the biggest offline movie rental company in the Netherlands. They now offer a lot of on-demand movies (pay-per-
movie). Available via laptop, tablet, smartphone and smart TV. In August 2013, RTL took over Videoland.
OTHER

Almost all VoD platforms are showing a positive trend. YouTube is by far most dominant, NPO
start catches up with Ziggo & Netflix in the end of 2018.
51
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Video on Demand – average monthly reach
YouTube Netflix Ziggo GO RTL XL NPO start KIJK.nl Pathe Videoland Vimeo NLziet Film1
Source: GfK DAM, base: 13+, average monthly reach 2016 – 2018 | Ziggo GO includes Ziggo GO App & Ziggogo,tv. NPO gemist changed in to NPO start in data available from August ‘18

0%
10%
20%
30%
40%
50%
60%
Total 13+ 13-19 years 20-34 years 35-49 years 50-64 years 65 +
Monthly reach
Netflix Ziggo Go RTL XL NPO Start Kijk.nl Videoland
STER: 93%
RTL: 91%
SBS: 86%
STER: 87%
RTL: 86%
SBS: 81%
STER: 96%
RTL: 95%
SBS: 91%
STER: 97%
RTL: 94%
SBS: 89%
STER: 93%
RTL: 92%
SBS: 88%
STER: 84%
RTL: 81%
SBS: 74%
Netflix is especially popular amongst younger age groups, Ziggo GO and NPO start are
more divided between age groups.
52
Source: GfK DAM, base: 13+, average monthly reach 2016 – 2018 | Ziggo GO includes Ziggo GO App & Ziggogo,tv. NPO gemist changed in to NPO start in data available from August ‘18

Watching TV on smartphone is gaining popularity
53
0%
5%
10%
15%
20%
25%
30%
35%
40%
Desktop (PC) Laptop/Netbook Smartphone Tablet
Devices used by people to watch television
Dec 13 Dec 14 Dec 15 Dec 16 Dec 17 Dec 18
Source: “Trends in Digital Media”, GfK Intomart, Dec 2018, base: online population 13+ (N=1,188)

NPO programs are the most popular for catch-up TV
54
Date Program top 10 Channel GRP’s
1 04-02-2018 De Luizenmoeder NPO 3 15.5
2 27-01-2018 Wie is de mol? NPO 1 9.5
3 18-11-2018 Boer zoekt vrouw NPO 1 8.3
4 30-12-2018 Heel Holland bakt NPO 1 7.5
5 01-01-18 Geheime dagboek van Hendrik Groen NPO 1 6.7
6 29-11-18 Expeditie Robinson 2018 RTL 5 6.1
7 30-03-18 Flikken Maastricht NPO 1 5.9
8 03-02-18 Ik vertrek NPO 1 5.1
9 16-09-18 Ik weet wie je bent NPO 3 4.7
10 24-12-18 All you need is love kerstspecial RTL 4 4.7
Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 13+, 2018

Cooking, sports, traveling and special interests are most popular topics for online
video content
55
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
69% of Dutch
population (18-54)
watch online videos
Source: Online Video Monitor 2018 – SAMR Smartagent Marketingresponse, Base: NL 18-54

Spinnin Records has by far most video views and subscribers
56
Rank User YouTube Video Views Subscribers Channels
1 Spinnin Records 14,6 billion 25,3 MIO Music
2 Trap City 3,4 billion 12,7 MIO Games
3 Martin Garrix 3,6 billion 12,4 MIO Music
4 Nikkie Tutorials 1 billion 11,8 MIO How to
5 Saskia’s Dansschool 1,3 billion 5,1 MIO Sports
Source: Socialblade, Top YouTubers in The Netherlands by most viewed | Dec 2018

Music is the most popular content to watch, followed by humoristic content. Vlogs are very
popular amongst digital teenagers.
57
YouTube
users
Digital
teenagers
Millennials GenerationX
Baby
boomers
Music 66% 63% 67% 65% 60%
Bloopers/Jokes 36% 42% 38% 34% 31%
Tutorials 33% 34% 41% 28% 24%
Vlogs 21% 48% 25% 20% 9%
Games 13% 31% 21% 8% 1%
News/ Journal 17% 15% 11% 15% 23%
Most popular content to watch
75%
72%
54%
48%
66%
69%
50%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Digital
teenagers
Millennials Generation X Babyboomers
YouTube Netflix
% watching
Source: Ruigrok NetPanel, What’s happening online? 2018, 14+ n= 2,516

Watching video via smartphone is getting more popular among all generations
58
51%
44%
22%
8%
59% 59%
32%
14%
0%
10%
20%
30%
40%
50%
60%
70%
Digital teenagers Millennials Generation X Babyboomers
% Smartphone used to watch videos or movies
2017 2018
Source: Ruigrok NetPanel, What’s happening online? 2018, 14+ n= 2,516

WATCHING
CINEMA

Trends & developments
60
35,72
million
cinema visitors in
2018 (-0,8%)
€8,75
Average price
per ticket
€312,41
million
in ticket revenue
in 2018 (+3,5%)
Source: https://www.adformatie.nl/media/bioscoopbezoek-daalde-licht-2018

Number of cinema visitors slightly decreased for the first time since 2007
61
-
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 2017 2018
#Cinemas&FilmReleases
Visitorsinmillion
# Visitors (million) # Film releases
Source: Bioscoopmonitor 2018, Stichting Filmonderzoek

Jean Mineur is the dominant player within cinema landscape,
both in market share and capacity
62
#locations #cinema halls #seats #visitors 2018
RSB Cinemas 6 20 2,388 756,204
Kinepolis 2 13 1,659 555,224
Other 39 138 18,241 2,712,714
Total 47 (33%) 171 (32%) 22,288 (16%) 4,024,142 (12%)
#locations #cinema halls #seats #visitors 2018
Pathé 28 216 44,389 15.325.991
VUE 21 112 21.151 4.361.882
Kinepolis 15 108 20.840 3.444.628
Euroscoop 3 29 11.604 1.190.146
Other 29 126 17.292 4.237.785
Total 96 (67%) 591 (78%) 115.276 (84%) 28.560.432 (88%)
Source: Jean Mineur & FoxScreen, 2018. Data based on period: 04-01-2018 to 02-01-2019.

‘Bohemian Rhapsody’ was the most visited movie in 2018 and even in the last 20 years
Bohemian Rhapsody
1.329.974 visitors
Mamma Mia! Here
We Go Again
963.895 visitors
Fantastic Beasts: The Crimes
Of Grindlewald (3D)
905.488 visitors
Avengers: Infinity War (3D)
874.537 visitors
Incredibles 2 (3D)
851.590 visitors
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2018
| https://www.filmonderzoek.nl/bohemian-rhapsody-best-bezochte-film-in-20-jaar

Even more than last years, media spend for cinema is highest in December
64
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
GrossMediaspend(in€millions)
Seasonality cinema
2014 2015 2016 2017 2018
Total spend 2018 : € 18.987.046
Total spend 2017 : € 19.493.986
Total spend 2016 : € 16.979.113
Total spend 2015 : € 19.368.070
Total spend 2014 : € 19.864.915
Source: Nielsen, 2014 – 2018 | Only gross spend for cinema

Cinema reach and visits strongly increased among almost all age groups. Especially the
age groups 18-23 & 24-29 are visiting the cinema more frequently
65
75 77
80
77
8… 86
71
83
56
67
48
63
24
44
20
33
0
10
20
30
40
50
60
70
80
90
100
2007 2017
Reachnumbersih%
Cinema Reach among age groups (%)
4-11 12-17 18-23 24-29
30-39 40-54 55-64 65+
2.2 2.3
3.3 3.3
4
6.3
3.3
5.6
1.7
2.7
1.6
2.3
0.9
1.8
0.8
1.6
0
1
2
3
4
5
6
7
2007 2017
Visitfrequency
Cinema visit frequency among age group
4-11 12-17 18-23 24-29
30-39 40-54 55-64 65+
Source: Bioscoopmonitor 2017, Stichting Filmonderzoek. 2018 update available in upcoming media landscape

The frequent cinema visitor is relatively young (50% between 15-35) and has a high
social class
66
51% 49%
Profile frequent cinema visitor
Social
class
% Index
A 36% 157
B1 24% 107
B2 21% 96
C 11% 70
D 9% 49
3%
27%
20%21%
18%
11%
13-14 (index 115 ) 15-24 (index 184)
25-34 (index 143 ) 35-49 (index 90 )
50-64 (index 73) 65+ (index 52)
Source: NOM Print & Doelgroep Monitor 2018, base: total NL 13+ (N= 17.230) | * Frequent cinema visitor is defined as someone who visits a cinema at least once a month

LISTENING

MCP: Listening
68
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.

LISTENING
Usage Motivations
69
Radio
2. To keep me company (30%)
Music streaming
Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following things?”

70
0%
5%
10%
15%
20%
25%
30%
Q1 2018 Q2 2018 Q3 2018 Q4 2018
16+ 16-34 35-54 55-64
User profile
61% is male 68% is highly educated
Mainly popular amongst advertising- and finance
professionals
Podcast usage
Source: GlobalWebIndex, 2018 , Base Internet Users NL16+ | https://www.marketingtribune.nl/media/nieuws/2019/04/ruim-2-miljoen-nederlanders-luisteren-naar-podcasts/index.xml

Trends & developments – II
71
Spotify launches a new service to simplify
the process for podcast developers. Also,
developers have the opportunity to get
insights in listening behavior and
demographic information of listeners.
NOS is experimenting with new
technologies. People can now listen to the
NOS morning news via Google Assistant.
From 6PM people can also consume the
three most important news headlines of the
day.
Source:https://www.emerce.nl/nieuws/spotify-begint-dienst-voor-podcastmakers | https://www.emerce.nl/nieuws/nieuwe-diensten-nos-google-assistent

Dutch radio stations with advertising possibilities (I/II)
72
STER
Talpa Media Solutions
Radio Corp
Q-Music NL
TMG

Dutch radio stations with advertising possibilities (II/II)
73
E-power advertising*
FD Mediagroep
ORN*
Online stations (22)
Source: Retriever.nl, 2018 * ORN (government) and E-Power are responsible for approximately 30 regional stations

Listening time is slightly decreasing over time, mainly because of a decline among
the younger age groups
74
0
50
100
150
200
250
300
10+ 10--24 25-39 40-54 55+
Listening time FM per day (minutes)
2014 2015 2016 2017 2018
Source: NLO, TA: NL 10+, 2014-2018 Jan – Dec, All day, listening time in minutes per day

Strong decline of market share NPO 3FM while Radio 10 shows an increase
75
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Market share (%)
Jan-Feb 2018 Mar-Apr 2018 May-Jun 2018 Jul-Aug 2018 Sep-Oct 2018 Nov-Dec 2018
Source: NLO, 2018 January- December. Time band: 06:00 – 20:00. Base: NL 10+

Increase of gross media spend for all Talpa Radio channels, 3 FM shows a strong
decrease
76
0
50
100
150
200
250
MediaSpend(inMillions)
Gross Media Spend
2017 2018
Source: Nielsen, 2017 – 2018. Gross spend for radio only

Seasonality of radio shows low spend during summer period and high peak in Q4
(Christmas and top lists at the end of the year)
77
0
10
20
30
40
50
60
70
80
90
100
Mediaspend(inmillions)
Gross media spend Radio
2013 2014 2015 2016 2017 2018
Source: Nielsen, 2017 – 2018. Gross spend for radio only

Automotive and Telecom are well represented in top 10 radio spend
78
Brand Category Gross spend 2018
1 Renault Automotive € 25,827,276
3 Volkswagen Automotive € 16,635,686
5 Ziggo Telecom € 15,596,561
6 Lidl Retail € 15,162,758
7 Kpn Telecom € 13,748,422
9 ANWB Travel € 10,519,197

Some clutter in channels aimed at older male audiences. A young and more female
station is missing in the radio landscape
79
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
Female
Young
Male
Old
Source: NLO, 2018. Time band: 06:00 – 20:00. Base: NL 10+

Live radio is still more than three quarters of listening time
80
76%
13%
5%
4%
2%
Share listening time
Live radio (144 minutes)
Music streaming (24 minutes)
Own music (10 minutes)
YouTube (8 minutes)
Podcasts (3 minutes)
TV music channel (1 minutes) 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Listening per
device (%)
Radio/Stereo
TV
Portable Radio
Desktop
Laptop
Smartphone
Mediaplayer
Alarm clock
Car
Tablet
Streaming Audioplayer
Source: GfK NLO Audio Distributie Onderzoek 2017. 2018 update available in upcoming media landscape

Spotify and apple music are dominating platforms for music streaming
81
Application-based music streaming
service. Free and paid subscription
options; approximately 50% of the
Dutch users are paying for the
streaming service.
Audio platform that originally enabled
sound creators to share their created
sounds. Streaming music available
for free or through paid subscription.
Music application of Apple for
streaming music and extension of
iTunes. Streaming is only available
through paid subscription.
The figures below are based on the
total reach of the app Apple Music
which contains both owned music
as a streaming service.
Average monthly reach
2018: 34.8%
2018: 28.4%
2018: 7.4%
Source: Spotify | DAM 2018, TA: 13+ | https://www.emerce.nl/nieuws/helft-nederlandse-gebruikers-spotify-betaalt-dienst

Spotify usage is by far highest amongst age category 16-24. Also, more people have paid
accounts compared to free accounts.
82
17%
32%
18% 15% 11% 11%
19%
35%
24%
16%
15%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Spotify usage
2018
Free account Paid account
Source: GlobalWebIndex, 2018, TA: 16+

TV is the most popular device for digital radio listening, listening through streaming devices
gains popularity
83
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 Dec'17 Dec'18
%Indicatestolistenviadevice
Digital radio listening
Desktop Laptop Smartphone Tablet Television* Streaming- network audioplayer
Source : “Trends in Digital Media”, GfK Intomart, Dec 2018, base: online population 13+ (N=1,188) *Television was previously reported as SettopBox

Most time spent on online radio via TV. Radio apps are gaining ground, however
Spotify is by far the most popular app.
84
129
79
46
43
38
13
0
50
100
150
200
250
300
350
400
Average minutes per week
TV
Streaming-/network player
Desktop
Smartphone
Laptop
Tablet
0% 5% 10% 15% 20% 25% 30% 35%
Arrow Classic Rock
NPO radio 5
Classic FM
Nederland.fm
100%NL
Sky Radio
NPO radio 2
NPO radio 1
Q-music
Radio 538
Spotify
Radio Apps (downloaded)
Tablet (n=776)
Smartphone (n=1064)
Source: ‘Trends in Digital Media”, GfK Intomart, Dec 2018, base: online population 13+ (N=1,180), base: owners of tablet and/or smartphone and at least one app

READING

MCP: Reading
86
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.

READING
Usage Motivations
87
Print
1. To keep me up-to-date (37%)
2. Gives me something to talk about (31%)
3. Find information about products (16%)
Online news
2. Gives me something to talk about (33%)
3. Find information about products (22%)

88
In Q4 2018, magazine app Readly launched
its platform in the Netherlands. Consumers
can unlimited read articles of 3.500
international magazines for a fixed price of
€9,99 per month.
The total amount of rented e-Books
increased with 41% to 5.4 million e-Books
over the last two years. The total active user
accounts increased with 144% over the
same period. 59% of all e-Books was rented
via ‘Online Bibliotheek’, the other 41% was
rented via VakantieBieb.
Source: https://www.marketingtribune.nl/media/nieuws/2018/11/onbeperkt-magazines-lezen-op-readly/index.xml | https://www.emerce.nl/nieuws/digitale-bibliotheek

The growth of digital use of newspapers seems to have stagnated over the last year
across all devices, except for mobile
89
38%
20% 20%
35%
22%
24%
39%
27%
28%
36%
27% 27%
37%
30%
27%
36%
34%
25%
Pc/Laptop Mobile Tablet
2013 2014 2015 2015 II - 2016 I 2017 2018
Source:NPDM releases: 2013 – 2018 , base: total NL 13+

Light seasonality for newspapers with slightly lower spends during summer months
90
0
20
40
60
80
100
120
140
Grossspend(inMillions)
Seasonality newspapers
2014 2015 2016 2017* 2018
Source: Nielsen, 2013 -2018. Gross spend only. *Note that improved Nielsen registration of newspaper spend in 2017 explains increase compared to previous years.

Travel and media brands are main newspaper advertisers
91
1 Corendon Travel € 33,540,407
2 Stip reizen Travel € 31,454,295
3 Koopjedeal.nl Retail € 28,193,410
4 Kras vakanties Travel € 22,477,820
5 Bolderman Travel € 14,765,846
6 Zadkine media
Media
€ 14,264,809
7 NRC Media € 13,790,762
8 Effeweg.nl Travel € 13,765,246
9 Stella Automotive € 13,095,610
10 NRC live Media €10,064,933
Source: Nielsen< 2013 -2018. Gross spend only.

Media spend on newspapers seems more or less stable. AD and FD decreases,
Telegraaf and NRC slightly increase spend.
92
0
20
40
60
80
100
120
140
Gross media spend Newspapers
2017 2018
Source: Nielsen, 2017 – 2018. Gross spend for newspapers only. *NRC Doordeweeks is a combination of NRC Handelsblad en NRC Next

AD and De Telegraaf are leading in terms of issue reach
93
Ranking National newspapers
Average issue reach amongst NL
13+ (in ‘000s)
Average issue reach amongst
NL13+ (%)
1 AD Dagbladen 1,240 8.6
2 De Telegraaf 1,221 8.4
3 Metro 847 5.9
4 de Volkskrant 700 4.8
5 NRC (NRC Handelsblad + nrc.next) 460 3.2
6 Trouw 308 2.1
7 Reformatorisch Dagblad 166 1.2
8 Het Financieele Dagblad 145 1.0
9 Nederlands Dagblad 122 0.8
Source:NPM 2018-II , base: total NL 13+ (N=17,312)

NU.nl has the highest reach followed by NOS which also has the highest average visit
frequency, news app Blende enters the top 10
94
No Top 10 online news brands 2018 Monthly Reach (%)
Monthly Reach
(‘000)
Monthly visits
(‘000)
Avg visit
frequency
1 NU.nl 51.8 7,473,000 166,081 22.2
2 NOS 50.9 7,346,000 322,113 43.8
3 RPO 41 5,918,000 117,931 19.9
4 RTL nieuws 27.4 3,953,000 38,747 9.8
5 Omroep Brabant 10.7 1,538,000 24,936 16.2
6 Omroep Gelderland 6.8 982,000 16,567 16.9
7 RTV Rijnmond 6.8 986,000 11,820 12
8 Blendle 6.2 900,000 2,424 2.7
9 Alarmeringen 5.7 827,000 1,836 2.2
10 112 meldingen 5.2 745,000 4,432 6
Source: GfK DAM, base: 13+, average monthly reach 2018 across all platforms

Almost all news platforms show a slight increase in average reach over the last years
95
0
10
20
30
40
50
60
2014 HY1 2014 HY2 2015 HY1 2015 HY2 2016 HY1 2016 HY2 2017 HY1 2017 HY2 2018 HY1 2018 HY2
%
NOS
Nu.nl
AD
Telegraaf
RTL nieuws
Source: GfK DAM, base: 13+, average monthly reach 2018 across all platforms

Paid circulation figures are more or less stable throughout the years
96
2 2
3
2
12 12 11 11
0
2
4
6
8
10
12
14
16
2015 2016 2017 2018
TotalcirculatedMagazines(inMillions)
Circulation figures Magazines
Paid circulation Free circulation
Source: NOM, 2015 – 2018 | Newspaper magazines and sponsored culinairy magazines excluded

Family and culinary show highest circulation figures
97
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Total circulation 2018 (in ‘000s)
Source: NOM, 2018 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).

Many women’s magazines in top 10 magazines
98
Top 10 magazine titles Publication type
Average issue reach amongst NL 13+
(in ‘000s)
Average issue reach amongst
NL13+
(%)
Kampioen Family 4,609 31.9
Allerhande Culinary sponsored 4,219 29.2
Libelle Women’s 1,627 11.2
Donald Duck Kids 1,465 10.1
LINDA. Women’s 1,267 8.8
Privé Celebrity 1,101 7.6
Vrouw Women’s 1,081 7.5
Margriet Women’s 1,003 6.9
Quest Science 964 6.7
Veronica Magazine TV magazines 946 6.5
Source: Nom Print Monitor 2018 – II , base: total NL 13+ (N= 17.081)

Media spend in magazines peaks mainly in Q4. In 2018, gross spends are slightly
lower than previous years.
99
0
10
20
30
40
50
January February March April May June July August September Oktober November December
Grossmediaspend(inmillions)
Seasonality Magazines
2014 2015 2016 2017 2018
Source: Nielsen, 2014 – 2018 Gross spend for consumer magazines only.

Travel, retail and media brands are dominating the top 10 advertisers in magazines
100
1 ANWB Travel/Transport € 6,121,676
2 Voordeeluitjes Retail € 3,931,052
3 Libelle Media € 2,755,064
4 Sanoma Media € 2,437,317
5 Albert heijn Retail € 2,379,498
6 Otolift Home, Elevators € 1,760,107
7 Elsevier Media € 1,743,748
8 De Persgroep Media € 1,713,713
9 Andrelon Retail € 1,506,100
10 Veronica Media € 1,499,330
Source: Nielsen, Gross spend for consumer magazines, 2018

Substantial decrease in gross media spend for Allerhande and Libelle. Kampioen
shows increase and comes close to #1
101
0
5
10
15
20
25
30
35
Gross media spend magazines
2017 2018
Source: Nielsen, 2017 - 2018. Gross spend for consumer magazines only.

Especially for supermarkets, paper reach exceeds digital reach. However, digital
reading time for age group 13-19 is higher than paper
102
74%
63%
60%
55%
44% 42%
39%
22%
16% 14%
11% 9%
6% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Paper Reach % Digital Reach %
17
13 13
15
19
22
13
15
12 12
13
16
0
5
10
15
20
25
Total 13-19 20-34 35-49 50-64 65+
Paper Digital
Reading time door drops in minutes*Reach door drops per category
Source: NOM folder monitor 2018 *Reading time amongst people who have read door drops in the last 12 months

Albert Heijn door drops have highest reach, both print as digital
103
No. Brand Category Reach print (in %) Reach digital (in %)
1 Albert Heijn Supermarket 55.7% 13.3%
2 Kruidvat Drugstore 51.7% 10.1%
3 Lidl Supermarket 48.4% 10.1%
4 Aldi Supermarket 44.1% 6.9%
5 Blokker Household 42.9% 6.5%
6 Hema Household 41.0% 7.9%
7 Mediamarkt Electronic 35.5% 7.1%
8 Gamma House / Garden 35.3% 4.7%
9 Praxis House / Garden 33.8% 4.4%
10 Karwei House / Garden 31.2% 4.3%
Source: NOM Mediamerken 2018 II *Unique reach

ADR has the highest brand reach. Most newspapers have a higher digital only reach
than paper only reach
104
Ranking NOM Mediabrands 2018 Monthly brand reach* amongst NL 13+ Paper only Digital only
1 ADR Nieuwsmedia 66.6 % 18.2 % 27.6 %
2 AD 51.6 % 11.4 % 29.6 %
3 De Telegraaf 49.7 % 14.7 % 24.9 %
4 Metro 29.6 % 18.9 % 7.6 %
5 de Volkskrant 26.4 % 11.9 % 9.9 %
6 Libelle 23.6 % 14.0 % 7.0 %
7 NRC 22.6 % 7.1 % 12.7 %
8 LINDA. 18.4 % 6.8 % 9.7 %
9 Trouw 16.8 % 5.2 % 10.0 %
10 Vrouw 16.6 % 9.3 % 6.7 %
Source: NOM Mediamerken 2018 II *Unique reach

COMMUNICATING

MCP: Communicating
106
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.

COMMUNICATING
Usage Motivations
107
Mobile
1. To socialize (41%)
PC/Laptop/Tablet
1. Information about products (67%)
3. To learn new things (58%)
Game consoles
1.To relax and unwind (23%)
Social networking
1. To socialize (49%)
2. To keep me company (35%)

COMMUNICATING
SOCIAL MEDIA

109
Some social media platforms come and go,
but TikTok is here to stay. The relative new
social app targets the Gen-Z audience and
is the destination for short, mobile videos
with a focus on creativity and reality. TikTok
dominated the lists of popular apps in
2018.
Google announced to pull the plug on its
social media platform Google Plus in April
2019. Google Plus never became a success
and is not able to compete with the main
social platforms.
Source: : https://www.emerce.nl/achtergrond/tiktok-zet-760-miljoen-dansende-tieners-merk | https://www.emerce.nl/nieuws/stekker-gaat-al-april-uit-google-plus

Instagram is fastest growing social media platform, increase of Facebook usage
has stabilized
110
Social media usage
Source: Newcom, Dutch National Social Media Survey 2018, TA: 15+

Highest usage for WhatsApp and Facebook. Pinterest has surpassed Twitter in
usage
111
Main platforms:
Other platforms:

Instagram, Tumblr and especially Snapchat are mainly used by younger age groups
112
7% 11%
4%
26%
9% 6%
57%
17%
27%
24%
30%
38%
23%
15%
32%
38%
30% 28%
35%
23%
26%
31%
7%
21%
24% 25%
25%
11%
29%
30%
3%
23%
11% 12%
6% 2%
13%
18%
0%
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+, 2018

After a period of growth, Facebook’s account ownership and active monthly users
seems stable despite the privacy issues
113
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
2014 2015 2016 2017 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Monthly active users
2014 2015 2016 2017 2018
Source: GlobalWebIndex, 2013 – 2018, Base Internet Users NL16+

Both account ownership and usage of LinkedIn is increasing (mainly among
Millennials)
114
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
2014 2015 2016 2017 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2014 2015 2016 2017 2018
Source: GlobalWebIndex, 2013 – 2018, Base Internet Users NL16+

Strong increase of Instagram’s account ownership and activity in all age categories
115
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
2014 2015 2016 2017 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2014 2015 2016 2017 2018
Source: GlobalWebIndex, 2013 – 2018, Base Internet Users NL16+. Instagram data is available from 2013 Q2

Active usage and account ownership of YouTube seems to increase amongst the
older age categories
116
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
2014 2015 2016 2017 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2014 2015 2016 2017 2018
Source: GlobalWebIndex, 2013 2018, Base Internet Users NL16+

Account ownership seems to stabilize among all age groups, however 25-34 is
increasing also on active usage
117
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
2014 2015 2016 2017 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2014 2015 2016 2017 2018
Source: GlobalWebIndex, 2013 2018, Base Internet Users NL16+

Social Media in The Netherlands: privacy concerns are still an issue
118
66% is
worried
about their
data being
sold
56% is
worried
about their
data in
general
57% does
not know if
they can
trust social
media
19% has
(a lot of)
trust in
social
media

SURFING
ONLINE

120
Since May 2018, the former Dutch Cookie law was replaced by the European privacy law
(GDPR), to encourage the trust and safety of digital services.
Until now, there seems to be a toleration policy. The Dutch GDPR supervisor only handed out
a couple of penalties and asked to around 30 organizations for some extra explanation about
their data processing. Also, some warnings where given for the absence of a privacy-officer.
This might be the case because of a lack of capacity from Dutch supervisors.
However, this is not the case for other European countries, so international companies
should be careful. Especially Germany, France and Italy are very strict, so international
operations or campaigns should be more aware to be totally complaint.
Source: https://www.adformatie.nl/privacy/wat-zijn-de-rechten-en-plichten-van-de-gdpr-straks https://www.marketingfacts.nl/berichten/wat-is-impact-van-avg-op-media-en-reclame

Trends & developments - II
121
Google maps introduces real time public
transport information. With the new
functionalities, travelers in Amsterdam,
Rotterdam and The Hague can plan their
route via Google maps and will be
updated with live public transport
information.
Voice assistants became more accessible
with Google Home being available in
stores since October 2018. However,
currently only 2% of 18+ is using voice
assistants, so the Dutch have not yet fully
adapted the service.
Source:https://www.emerce.nl/nieuws/google-maps-biedt-realtime-ov-informatie| https://www.emerce.nl/nieuws/google-home-verkrijgbaar-24-oktober | Ruigrok NetPanel, What’s happening online? 2018, N= 2,516

Trends & developments – III
122
Almost a fifth of the Dutch population (19%) sometimes use VR to enter a different
world. In addition, one in six (17%) sometimes use Augmented Reality (AR) with which
they can, for example, play Pokémon Go or see how furniture would look in their house.
5G offers growth potential for AR & VR
VR and AR are far from reality for everyone
In February 2018, Google released Google Lens; an image recognition app based on
artificial intelligence. At the end of 2018, already 1 billion products from Google
Shopping are recognized.
Google Lens
It is expected that AR & VR will take a leap when 5G will be introduced, as this creates room for
advanced developments. AR is mainly applied for gaming, but also retailers are more often
discovering and integrating AR in their apps.
Source: Ruigrok NetPanel, What’s happening online? 2018, N= 2,516 | https://www.androidplanet.nl/nieuws/google-arcore-gelanceerd-google-lens/ | https://www.emerce.nl/nieuws/google-lens-herkent-nu-1-miljard-
producten-uit-google-shopping | https://www.emerce.nl/nieuws/2018-lucht-klaart-vr-ar

All online activities increased in 2018 compared to previous years
123
33%
14%
15%
37%
42%
14%
18%
38%
46%
17%
20%
41%
44%
16%
20%
40%39%
14%
17%
37%
43%
18%
20%
39%
49%
23% 24%
45%
Social Networks Buying/selling Streaming video Searching for info
2012 2013 2014 2015 2015 II - 2016 I 2017 2018
Source: NPDM 2012 to NPDM 2018 , NL 13+

Social media and search are present in top 3 of all devices. Shopping is more
popular on desktop.
124
50%
51%
53%
59%
59%
62%
65%
71%
73%
78%
Used a webmail service to access,
read or send emails
Uploaded / shared a photo
Used an internet banking service
Checked the weather online
Used a map or directions service / app
Visited a news website / app / service
Watched a video clip or visited a video-
sharing site
Visited / used a search engine
Used a chat or instant messaging
service / app
Visited / used a social network
Top 10 - Mobile
44%
46%
50%
50%
57%
60%
60%
66%
74%
85%
Used an online encyclopedia such
as Wikipedia
Used an internet banking service
Purchased a product online
Visited a news website / app /
service
Watched a video clip or visited a
video-sharing site
Used a webmail service to access,
read or send emails
Searched for a product or service
you want to buy
Visited an online retail site or store
such as Amazon
Visited / used a social network
Visited / used a search engine
Top 10 - PC / Laptop
14%
14%
15%
17%
18%
21%
21%
27%
33%
34%
Uploaded / shared a video
Uploaded / shared a photo
Sold a product online
Searched for a product or service you
want to buy
Purchased a product online
Posted a review of a product, company
or service
Posted a comment in a forum
Listened to or watched a podcast
Listened to an online radio station /
service
Checked the weather online
Top 10 - Tablet
Source: GlobalWebIndex, 2018 , Base Internet Users NL16+ , Have done in the past month

In 2018, the number of mobile apps increases to 31 and slightly decreases to 24 for
tablet
125
0
10
20
30
40
50
Smartphone
Average number of mobile apps
2012 2013 2014 2015 2016 2017 2018
0
10
20
30
40
50
Tablet
Average number of tablet apps
2012 2013 2014 2015 2016 2017 2018
Source: “Trends in Digital Media”, GfK Intomart, Dec 2018, base: online population 13+ (N=1,180)

Google is leading in terms of reach followed by Facebook
126
No. Top 10 brands Average monthly reach
1 Google (excl YT) 91.8 %
2 Facebook 87.1 %
3 Google Search 86.5 %
4 YouTube 83.7 %
5 Google Maps 77.1 %
6 Bol.com 71.7 %
7 WhatsApp Messenger 71.7 %
8 Gmail 62.7 %
9 Facebook Messenger 59.5 %
10 Marktplaats 59.5 %
Source: GfK DAM, base: 13+, 2018

Google, Facebook and YouTube are dominant in the Top 10 apps, on demand
watching apps are more popular on tablet
127
29%
32%
34%
36%
43%
47%
53%
53%
55%
72%
ING bankieren
Drive
Google Play
Gmail
Google Search
Facebook Messenger
YouTube
Facebook
Google Maps
WhatsApp Messenger
Overall top smartphone apps
Phone Reach %
13%
14%
14%
17%
19%
22%
24%
24%
32%
38%
Netflix
Marktplaats
Ziggo GO
Apple music
Gmail
Google search
google maps
Facebook messenger
Facebook
Youtube
Overall top tablet apps
Tablet Reach %
Source: GfK DAM, smartphone & tablet apps base: 13+, 2018

Retail (web shops), IT and financial brands are digital advertisers with
the highest reported digital spend, but the registration is limited
128
1 Coolblue.nl Retail € 48.175.018
2 Shein.com Retail € 21.128.174
3 Bax-Shop.nl Retail € 18.573.623
4 Renault Automotive € 16.137.045
5 Vodafone Telecom € 14.448.154
6 Shopkorting.nl Retail € 13.681.677
7 Regiobank Financial € 12.505.858
8 SNS Financial € 12.085.782
9 Dela Insurance € 11.827.501
10 Fischer Investments Financial € 11.077.633
Source: Nielsen, Gross spend 2018

Ways to search by voice and image
129
13,1%
used voice search or
voice command tools
In last month
Source: Global Web Index: 2018 , base: All adults 16+ (N= 978)

The usage of ad blockers is slightly increasing over time, especially among
millennials
130
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Total 16-24 25-34 35-44 45-54 55-64
Using services such as Ad Block in the past month
2014 2015 2016 2017 2018
Source:GlobalWebIndex, 2014 – 2018, Base Internet Users NL16+

Strong growth figures for online consumer spends and purchases
131
8,200 9,000 9,800 10,600
13,730
16,090
20,060
22,500 23,700
6
7
8
9
10
11
12
13
14
15
16
0
5,000
10,000
15,000
20,000
25,000
€billions
Online shopping spend People buying online
+10% +9%
+8% +30%
+17%
E-commerce
+13%
+10%
+25%
Top 5 branches increase in online spend – 2017 vs. 2018
Online spends 2018: 23.7 billion (+ 10%)
Number online purchases 2018: 242 million (+ 2%)
+24%
+20%
+18%
+17%
+15%
Food/Nearfood
Travel packages
Telecom
Health & Beauty
Insurance
Source: Thuiswinkel Marktmonitor 2018

ON THE GO

MCP: On the Go
133
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
134
Albert Heijn is introducing their
Digital Out of Home network
throughout The Netherlands. In
Q1 2019, 300 stores will have
800 digital screens in- and around
store, suitable for advertising.
The municipality of Utrecht
granted the concession of almost
700 OOH objects to RBL and
ClearChannel. The concession of
15 year consists of 1.670
analogue and 60 digital screens in
the city center.
Basic-Fit introduced a Digital Out of
Home channel by opening their
narrowcasting network for
advertisers to target specific
audiences (mainly millennials
interested in sports). The network
consists of more than 2.000 screens
spread over at least 560 locations.
Source: https://www.emerce.nl/nieuws/albert-heijn-bouwt-landelijk-digitaal-schermennetwerk | https://www.marketingtribune.nl/media/nieuws/2018/07/clear-channel-en-rbl-winnen-outdoor-concessie-utrecht/index.xml |
https://www.retriever.nl/medianieuws/basic-fit-introduceert-digital-out-of-home-kanaal/

Factsheet Outdoor
135
Publisher Objects Location
JCDecaux Ad shells/6s, billboards, digital screens, odd-sized objects, trams, ferryboat Bus and tram stations, streets
ExterionMedia
Ad shells/6s, billboards, digital screens, buses/trams, railway stations, posters and screens in
shopping centres, touchscreens
Street, shopping areas, public transport stations
Clear Channel
Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations, digital
screens
Street, schools, highway, tube- and parking
Interbest Masts near highways Highways
Centercom (digital) Posters in supermarkets, special columns, A0,A1, A2 frames Streets, supermarkets
MMD Media Shelters, digital screens, billboards, busses, airports, petrol stations Street, transport – airports, petrol stations
Hillenaar Outdoor Ad shells/6s, billboards, digital screens, masts, megaboard, TenQ Streets, highway, schools
OOHA Media Masts, LED masts Streets, highway
Blowup Media Scaffolding large formats & digital screens large format Streets
Schiphol Media Big variety of media at Schiphol Airport Amsterdam Airport
OV Media Buses, A3 posters in buses Buses, tram
Altermedia Toilet ads, taxi ads and truck ads, cars, beer mats Leisure indoor and public transport
Boomerang Media Toilet ads, Freecards, beer mats Leisure indoor horeca
NGage Digital screens large format, NS and streets, digital screens in buses Public transport stations, streets, busses
Source: VivaKi, Dec 2018

Total reach per vendor is highest for age group 20-34. JCDecaux is still dominant in
billboard advertising.
136
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Shelters
Exterion 5,583 sides)
JCDecaux (10,348 sides)
Clear Channel (8.092 sides)
MMD (660 sides)
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Billboards*
Exterion (1.064 sides)
JCDecaux (721 sides)
Clear Channel (378 sides)
MMD (92 sides)
Source: BRO, Dec 2018, database version CAFAS 21.1 | Reach is based on total sights per vendor. |* From Q4 2017, Exterion has digital screens in stead of billboards.

Outdoor market is dominated by 4 main players.
Share of JCDecaux is growing in 2018.
137
0%
10%
20%
30%
40%
Share of gross media spend OOH
2014 2015 2016 2017 2018
Others
Source: Nielsen,2018. Gross spend for out of home only.

Outdoor advertising shows pretty stable levels of ad spend through the year. Higher spend
in 2018 compared to previous years.
138
0
10
20
30
40
50
60
70
Outofhome
grossmediaspendinmillions
Out of Home Seasonality
2014 2015 2016 2017 2018
Source: Nielsen, 2014 – 2018, Gross spend only
.

McDonald’s has the highest media spend within OOH advertising but Telecom companies
are also strongly represented
139
Brand Category Gross spend 2018
1 McDonalds Fastfood € 5,473,951
3 Tele2 Telecom € 4,097,157
4 Lidl Telecom € 3,728,506
5 Simpel Telecom € 3,667,661
6 KPN Retail € 3,147,070
7 Promovendum Insurance € 3,115,028
8 Albert heijn Retail € 3,045,208
9 About you Retail € 2,969,226
10 Hornbach Retail € 2,947,675
Source: Nielsen, 2018, Gross spend only
.

Standard formats
140
Street shelterMast Billboard

Alternative formats I
141
Aerial advertisingScaffold Sampling

Alternative formats II
142
Public transport Street objects Toilet advertising

Share of Spend for Digital Out of Home stays 11% in 2018
143
89%
11%
2017
OOH DOOH
Gross media Spend
89%
11%
2018
OOH DOOH
Source: Nielsen 2017-2018, Gross OOH spends | PwC Global entertainment and Media Outlook 2017-2021
.

This media landscape presentation will be updated every quarter. For comments & questions, please contact the Publicis Spine team.
MARJO
VAN DEN AKKER
Sr. Insights & Data Consultant
marjo.vandenakker@starcomww.com
Contact
FRANK
COOPS
Insights & Data Consultant
frank.coops@starcomww.com
TESSA
BRUNS
Sr. Insights & Data Consultant
tessa.bruns@zenithmedia.com
ANNET
VAN BELKOM
Insights & Data Consultant
annet.vanbelkom@starcomww.com

APPENDIX

TV audience measurement I
146
‘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.
Source:www.kijkonderzoek.nl

TV audience measurement II
147
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 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.

Digital audience measurement
148
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
There are two providers of digital audience ratings in the Netherlands: DAM and NOBO.
Source: GfK April 2017 | http://www.adformatie.nl/nieuws/nederlands-bereiksonderzoek-nobo-officieel-van-start

Radio audience measurement
149
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.
‘Nationaal Luister Onderzoek’ (National Listening Research) is the primary
provider of the official radio audience ratings in the Netherlands.
Source: NLO press release | 3 April 2017

Print audience measurement
150
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.
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.
Source:http://www.nommedia.nl | 21st April 2017

Out of home audience measurement I
151
‘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.
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).
Source: Het Buitenreclame Onderzoek, 21st April ‘17

Out of home audience measurement II
152
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
153
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.
Source:

Nielsen
Ad spend measurement
154
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.
In January 2018, TV publisher STER introduced their new pricing model for both TV and Radio. This development had impact on the total amount of gross media spends of the national/public TV- and
Radio channels within the Nielsen database.
Therefore, Nielsen decided to re-calculate the gross media (TV) spends to be able to report fair and equal spend amounts between publishers. This new calculation is made in consultation with all TV
publishers. This methodology ensures a fair ration between all TV channels within the Dutch media landscape, thanks to comparable indices and calculation methodologies.
All media spends for all TV channels are re-calculated by Nielsen with this new methodology for the periods 2018 and 2019.
A fair comparison within this report is not applicable between 2018 and years before.

Dutch Media Landscape 2018 by Publicis Spine

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Dutch Media Landscape 2018 by Publicis Spine