TV NORTH - Competition has started. Northern Belgian television performances from week 38 till week 44

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1 TV NORTH - Competition has started Northern Belgian television performances from week 38 till week 44

2 Agenda Main broadcasts innovations Audience evolution on daily basis Saleshouse share evolution on weekly basis Ad spends evolutions on weekly basis

3 Main broadcast changes & innovations

4 Main changes I VTM VTM new baseline : VTM, je beleeft het hier Innovations in the broadcast grid : 10 new broadcasts of which 2 fictions (Deadline 14/10, Clan) New entertainments : Belgium s Got Talent Manneke Paul Debby & Nancy s Warme Winter Show New factual entertainments : Alloo in de gevangenis Pubers van Streek Jonge Zwanen

5 Main changes I 2BE 2BE strengthens its male positioning Innovations in the broadcast grid : New international series Game of Thrones Touch Football with the Champions League A new local broadcasts = Crimi Clowns

6 Main changes I VITAYA Vitaya continues to strengthen its female positioning Innovations in the broadcast grid : 3 new fashion broadcasts Tussen 2 Werelden In de mode Schat, ik heb niets om aan te trekken A new deco broadcast = Rok & Rol

7 Main changes I VIER New look, new spirit and completely new program grid Innovations in the broadcast grid : 3 programs produced by Woestijnvis and broadcasted op Eén last year De Slimste Mens ter Wereld In Godsnaam Man Bijt Hond De Pappenheimers Innovations Plan B : info/reportage centered on sustainable alternatives De Kruitfabriek : new talk show Camelot, Blue Bloods (US serie) De Bende Haemers (reportage)

8 Main changes I VIJF New look and feel Small changes in the broadcast grid : 1 new program : Grootste plannen (interior magazine) Film moved on Thursday Grey s Anatomy & Private Practice moved to Tuesday

9 Main changes I EEN Innovations in the broadcast grid : Flemish series Quiz me Quick De Vijfhoek International serie The Spiral Game program Vroeger of Later? Humour show Hoe is het zover kunnen komen? Music show In the Mix

10 Audience evolution on daily basis

11 Audience evolution September : wk 36 to wk 39 October : wk 40 to wk 44 PRP Average audience (%) 17h-23h Source : CIM Audimetrie MMW Live + TSV

12 Audience evolution Eén : Globally underperforming audience for Eén in September vs BUT the channel is improving its results in October (since week 41) compared to previous weeks and to last year Mainly driven by Sunday s good level of audience ( Twee tot de Zesde Macht followed by Quiz me Quick ) Disappointing performance on Wednesdays compared to 2011 (2 nd best day of 2011 with Volt ) KEY COMMENTS VTM : Monday, Friday and Sunday remain the top days for VTM since September 2012 Still increasing audience for Clan (Mon) and Belgium s Got Talent (Friday) especially since the live sessions Well done with replacing Deadline 14/10 by So You Think You Can Dance on Sundays Except those days, VTM is delivering lower results than in 2011 BUT the audience level is stable in average VIER : In September, more specifically since the launch of its new program grid (wk 38), VIER showed better results compared to 2011 In October, thanks to De Slimste Mens, Mondays to Thursdays continue to perform well whereas the other days remain slightly disappointing In average, Friday has a better level of audience compared to October 2011 because of one amazing performance in week 41 (World Football Cup Qualification - Belgium vs Serbia) Week 44 follows the same trends as previous weeks PRP Average audience (%) 17h-23h Source : CIM Audimetrie MMW Live + TSV

13 Audience evolution September : wk 36 to wk 39 October : wk 40 to wk 44 PRP Average audience (%) 17h-23h Source : CIM Audimetrie MMW Live + TSV

14 Audience evolution 2Be : Similar performances compared to September 2011 Exception : High performances on Football days But the channel is underperforming in October vs 2011 Except for the audience resulting from Football and from Movies On week 44 : KEY COMMENTS Friday remains the top day although disappointing result compared to previous weeks (depending on the movie s choice) Bad Tuesday Vitaya : As previous months, Vitaya continues to slightly increase on every day compared to October Top days for Vitaya : Monday (cooking programmes) ; Friday (Walking Dead) and Sunday ( reality documentaries ) Week 44 was a good week for the channel in average, especially on Wednesday VIJF : Better performances compared to 2011 Especially on Tuesdays thanks to Grey s Anatomy and Private Practice Except on Friday s whereas the channel has kept the same program (Astrid in Wonderland) Week 44 delivered disappointing results compared to previous week, but the audience is still in line vs 2011 PRP Average audience (%) 17h-23h Source : CIM Audimetrie MMW Live + TSV

15 SHARE evolution on weekly basis

16 Market Share evolution KEY COMMENTS VRT continues to loose market shares vs. 2011, even with one positive week thanks to football on Canvas and to the launch of Twee tot de Zesde Macht followed by Quiz me Quick on Eén. With a good start in September, VMM is declining vs since the launch of VIER s new program grid, except in week 40 thanks to the last episode of Deadline 14/10 (VTM), Clan (VTM) and a football match (2Be). SBS is clearly the winner of the Northern TV war. Except in week 42, SBS has always a higher share compared to last year (driven by both channels performances). YTD: from week 1 to week 44 included PRP Average share (%) 17h-24h Source : CIM Audimetrie MMW Live + TSV

17 Commercial Share Monthly evolution PRP Average share (%) 17h-24h Source : CIM Audimetrie MMW Live + TSV Legend : SBS only includes VIER, VIJF and Discovery Channel VMM only includes VTM, 2Be and Vitaya TRANSFER includes Acht, National Geographic and Njam!

18 AD SPENDS EVOLUTION ON A WEEKLY BASIS

19 Ad Spends Market evolution & share Global Northern TV market is now stable or even increasing vs Y-1 : SBS has increased its SOI since the relaunch Ad of Spends VIER and VIJF to Market the detriment evolution of VMMa & share % Evol 12 vs 11 Week 39 Week 40 Week 41 Week 42 Week 43 September (weeks 36 to 39) October (weeks 40 to 44) Total * - 8,0 % - 8,3 % - 1,5 % 4,7 % 3,8 % - 10% = *VMMa + SBS + VRT Week 39 Week 40 Week 41 Week 42 Week 43 September October VTM 51% 46% 51% 46% 52% 48% 51% 49% 50% 49% 2 BE 13% 9% 12% 11% 14% 10% 13% 9% 13% 9% VITAYA 3% 4% 3% 3% 4% 4% 4% 4% 5% 4% VMMa 67% 59% 66% 60% 70% 62% 68% 62% 68% 62% VIER 21% 30% 22% 28% 20% 26% 21% 24% 22% 25% VIJF 6% 6% 5% 6% 5% 7% 5% 7% 5% 7% SBS 27% 36% 27% 34% 25% 33% 26% 31% 27% 32% VRT 6% 5% 7% 6% 5% 5% 6% 7% 5% 6% % 49% 51% 48% 13% 10% 13% 9% 4% 4% 4% 4% 67% 63% 68% 61% 21% 24% 21% 26% 6% 6% 5% 7% 27% 30% 26% 33% 6% 7% 6% 6% Data of complete week 44 not available Source : CIM MDB MMW ALL DAY

20 # of advertising minutes on a weekly basis

21 # advertising minutes The advertising space remains relatively stable vs on the commercial channels SBS increasing its space (mainly on VIJF) # While advertising VMMa is reducing its minutes minutes of advertising (for VTM Oct 2011 was exceptionally high due to compensations coming from bad audience results of September 2011) Eén also increased its space for the last 3 consecutive weeks Max. legal time = 12 min. per hour [588 min. per week on the timeband] Week 39 Week 40 Week 41 Week 42 Week September (weeks 36 to 39) % Evol 12 vs 11 October (weeks 40 to 44) % Evol 12 vs 11 VTM BE VITAYA ,3% - 9% + 1,6% - 3,4% - 30% - 16% VIER VIJF ,2% + 2,1% + 27% + 29% Eén ,3% + 2,3% Data of week 44 not available # of advertising minutes 17h-24h Source : CIM Audimetrie MMW

22 For more information, please contact : Laurence Hellinckx MEC TV Director

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