media key facts Rue du Moulin à Papier Papiermolenstraat Bruxelles Brussel Tel +32 (0) webinfo.belgium@dentsuaegis.

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1 media key facts 2015 Rue du Moulin à Papier Papiermolenstraat Bruxelles Brussel Tel +32 (0) webinfo.belgium@dentsuaegis.com

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3 content Dentsu Aegis Network Belgium 5 Economy & Demography 9 Media Spend 19 Plurimedia Facts 25 Television 37 Radio 51 Cinema 59 Newspapers 65 Magazines 73 Free Regional Press 83 Out of Home 89 Internet 103 Social Media 115 On Line Search 123 idtv 137 Live Communication 141 Grand Duchy of Luxembourg 145 Media Jargon 157 Media Studies 173 Useful Addresses 183

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5 dentsu aegis network belgium

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7 dentsu aegis network belgium Carat & Vizeum are the media agencies belonging to Dentsu Aegis Network Belgium. Responsible Publisher : Anne Bataille (CEO, Dentsu Aegis Network Belgium) Editorial Team : Alessandro Asproni (Out of Home - Cinema), Claire Berge (Lay-out), Dany Dernoncourt (Media Spend), Philippe Geurts (Print), Gauthier Piret (Television, idtv, Radio), Quen n Pirlot and Lillo Mendola (Social), Nicolas Hannecart (Search), Nicolas Vanderseypen and Thibaud De Meester (Internet), Zenna Vanderstukken (Live Communica on), special thanks to Laurent Friob (Luxembourg) & to Ines Coppers, Michaela Menache and Laurent Massart (data CIM) DENTSU AEGIS NETWORK BELGIUM Rue du Moulin à Papier Papiermolenstraat Bruxelles Brussel Tel : Fax : Anne Bataille : Chief Execu ve Officer 7

8 dentsu aegis network belgium BELGIUM A company of 200 people to cope with the evolu on of media communica ons Innova on through consumer centric strategies 8

9 economy & demography

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11 economy & demography EUROPE Spend Breakdown by Media % 35% 30% 31,7% ,9% 25% 20% 16,3% 15% 10% 9,1% 5% 5,7% 6,5% 0% Television Newspapers Magazines Radio Cinema Outdoor Internet 0,8% Total 2014 : 90,96 billion Source : Dentsu Aegis Network es mates - March 2015 Europe 16 countries (Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK) 11

12 economy & demography BELGIAN DEMOGRAPHY Basic Data (source SPF Economie - CIM) Total population inhabitants Number of households households Number of persons per household 2,4 ind. / household Total population 12 years and inhabitants Linguis c Breakdown Flanders 56,1% Dutch speaking 54% Brussels (new CIM) 11,8% French speaking 42% Wallonia 32,1% German speaking 0,4% Nielsen Regions (Popula on 12 years and +) I II III Du III Fr IV V Reference period :

13 economy & demography (In '000) 2014 Total % GENDER Men % Women % PRP % AGE 12 to % 15 to % 25 to % 35 to % 45 to % 55 and % SOCIAL GROUPS* (higher) % (medium +) % (medium -) % (lower) % No respons 71 1% EDUCATIONAL LEVEL OF THE INTERVIEWED PERSON Primary % General lower sec.& prof % General higher sec.& prof % High. non university % University % PROFESSIONAL OCCUPATION (of the interviewed person) With % Without % PRESENCE OF CHILDREN (- 15 years old) With % Without % HABITAT 5 Main Centers % 43 Urban localities % Small locations % Rural locations % * Some individuals have not been rated in social groups by lack of informa on. Source : CIM

14 economy & demography in ('000) Nielsen I + II + III (Du) Nielsen III (Fr) + IV +V Total % % GENDER Men % % Women % % PRP % % AGE 12 to % 166 4% 15 to % % 25 to % % 35 to % % 45 to % % 55 and % % SOCIAL GROUPS* (higher) % % (medium +) % % (medium -) % % (lower) % % No respons 48 1% 23 1% EDUCATIONAL LEVEL (of the interviewed person) 2014 Primary % % General lower sec.& prof % % General higher sec.& prof % % High. non university % % University % 436 8% PROFESSIONAL OCCUPATION (of the interviewed person) With % % Without % % PRESENCE OF CHILDREN (- 15 years old) With % % Without % % HABITAT 5 Main Centers % % 43 Urban localities % % Small locations % % Rural locations % % * Some individuals have not been rated in social groups by lack of informa on. Source : CIM

15 economy & demography The Popula on... POPULATION % Belgian and foreign population of 12 years and ,0% Foreigners of 12 years and ,3% Residents in Flanders ,1% Residents in Brussels ,8% Residents in Wallonia ,1% Source : CIM PROVINCE Population '000 With child. Active % -15 years old of the pop. Affinity index (avg = 100) Antwerpen % Oost Vlaanderen % West Vlaanderen % Brabant Du % Limburg 739 8% Brussels % Hainaut % Liège % Namur 410 4% Brabant Fr 329 4% Luxembourg 230 2% Total % The Province of Luxembourg and Brabant Fr account for li le in terms of popula on figures, yet there is a much higher presence of children compared to the rela ve popula on ra o. Though some Flemish provinces are somewhat short in terms of number of children compared to Walloon provinces, the overall rate of ac vity is higher in the Flemish provinces. 15

16 economy & demography... The End of a Stereotype... CIM 1980 CIM = 100 (in '000) Men Women Men Women Men Women PRP (principal responsible of the purchases) 8% 92% 34% 66% With a prof. activity % 32% 54% 46% PRI (principal responsible of income) 83% 17% 65% 35% Source : CIM Consumer Status Over the past 25 years a number of trends, important to marke ng professionals, have clearly emerged. One of them is the higher propor on of male PRP's, not so much for a cultural reason but mostly due to an increasing number of single people. The propor on of working women is s ll increasing, which influences the number of female heads of family. The Belgian popula on has aged since 1982, though it now seems to be stabilizing. AGES y.o. n.a. n.a. 3,9% 3,9% 3,9% 3,9% y.o. 19,1% 20,2% 14,0% 14,0% 13,9% 13,9% y.o. 33,5% 33,2% 31,3% 30,9% 30,7% 30,9% y.o. 29,8% 28,6% 31,1% 31,3% 31,3% 31,3% 65 y.o. and + 17,5% 18,0% 19,7% 19,9% 20,2% 19,9% Source : CIM 16

17 economy & demography... Electronic Equipment % of individuals living in a household CIM that owns : at least one TV set 97% 99% 98% cable TV 91% 82% 77% a video recorder 39% 46% 57% two television sets or more 11% 43% 39% a TV with flat screen n.a. n.a. 81% a Smart TV (television with internet) n.a. n.a. 23% a decoder n.a. 63% 78% a satellite dish n.a. 12% 8% video on demand n.a. 19% 29% programs on demand n.a. 11% 17% a fixed phone 82% 69% 74% a GSM / mobilephone (with or without internet access) n.a. 87% 91% mobilephone with internet access n.a. 18% 41% a tablet with wifi n.a. n.a. 26% a tablet with 3G/4G n.a. n.a. 13% TV-teletext n.a. 86% 85% a computer 14% 80% 56% a portable computer n.a. 60% 71% internet connexion (at home or outside) n.a. 74% 74% a DVD player n.a. 58% 59% a portable DVD player n.a. 18% 14% a game console n.a. 40% 39% a video camera n.a. 31% 26% a HIFI- set n.a. n.a. 52% a home cinema n.a. 9% n.a. Source : CIM 17

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21 media spend Belgium : Media Spend Evolu on + 1,6% 2.137, , , , , , , , , , , , Source : MDB Nielsen Media Spend per Economical Sector House & Office equipment 4,0% Health, Well-being 2,3% Beauty, Hygiene 6,0% Clothes 1,6% House & Office maintenance 2,0% Others 1,5% Culture, Tourism, Leisure, Sport 25,8% Telecom 5,4% Transport 10,3% Mass Retail 16,9% Source : MDB Nielsen Services 11,9% Food 12,3% 21

22 media spend Media Spend by Media Belgium TOTAL INVESTMENTS 50% 40% 38,5% ,4 millions ,9 millions ,0 millions ,5 millions ,3 millions 30% 20% 13,9% 21,9% 10% 0% 6,8% 8,6% 6,3% 1,0% 2,9% Television Radio Cinema Dailies Magazines Outdoor Free Reg Press Internet Source : MDB Nielsen Top 20 Adver ser Groups 2014 ADVERTISER GROUPS INV. '13 INV. '14 EVOLUTION 1 PROCTER & GAMBLE BENELUX % 2 UNILEVER % 3 D'IETEREN GROUP % 4 BELGACOM GROUP % 5 COCA-COLA BELGIUM-LUXEMBOURG % 6 RECKITT & BENCKISER % 7 PSA PEUGEOT CITROEN % 8 L'OREAL GROUP % 9 COLRUYT GROUP % 10 DE PERSGROEP % 11 RENAULT-NISSAN ALLIANCE % 12 LOTERIE NATIONALE % 13 ROULARTA MEDIA GROUP % 14 PUBLIC ENTITIES % 15 MONDELEZ % 16 CARREFOUR GROUP % 17 TECTEO % 18 LIDL & CO % 19 FRANCE TELECOM % 20 DAIMLER BENZ GROUP % Source : MDB Nielsen Ranking without Reg.Sales point 22

23 media spend Spend Breakdown by Media 2014 : Belgium Outdoor 8,6% Cinema 1,0% Internet 6,3% Radio 13,9% Television 38,5% Free regional press 2,9% 3.764,3 millions Magazines 6,8% Source : MDB Nielsen Top 20 Brands 2014 Dailies 21,9% BRAND INV. '13 INV. '14 EVOLUTION 1 PROXIMUS % 2 LIDL % 3 MOBISTAR % 4 TELENET % 5 PEUGEOT % 6 VOO % 7 COLRUYT % 8 MERCEDES - BENZ % 9 CITROEN % 10 OPEL % 11 VW % 12 MEDIAMARKT % 13 FORD % 14 CARREFOUR % 15 COCA-COLA % 16 RENAULT % 17 CARREFOUR HYPERMARCHE % 18 BMW % 19 ING BANQUE % 20 DELHAIZE % Source : MDB Nielsen Ranking without Reg. MDB codes 23

24 media spend Infla on Media cost evolution vs year-1 : Belgium without GDL TARIFF c/ * * Dailies 101,6 102,0 102,3 101,4 101,3 101,9 96,7 107,2 100,7 Magazines 103,7 102,0 100,8 100,3 116,0 105,6 104,4 101,1 102,9 Outdoor 104,7 104,5 103,5 103,2 102,6 102,1 101,2 103,5 109,1 Television 103,0 103,2 104,9 103,2 106,9 104,0 102,7 101,8 102,8 Radio 102,0 100,1 101,3 102,0 104,3 103,0 99,7 102,7 102,5 Internet 102,0 99,6 93,1 110,8 101,3 102,0 99,6 93,1 110,8 Cinema 103,1 107,3 102,2 106,0 99,3 99,0 98,8 112,1 93,2 ALL MEDIA 102,7 103,1 102,5 102,9 105,1 103,2 100,9 103,6 103,2 Consumption inflation 102,5 102,4 100,8 100,5 103,5 102,5 102,4 100,8 100,5 Source : CIM Rates Base 15+ except Print 12+ * Estimation Calcula on of the Infla on per Media : Dailies method : Tariff : evolu on of the sum of the average day price of all individuals newspapers (NP+Metro FR/DU+De Tijd & L'Echo) versus year-1. Size : 1/1 FC. C/000 : the tariff divided by the nbr of contacts 12+ on the CIM y-1. fi : rates 2015 / Nbr contacts CIM 2014(2), based on the same selec on Magazines method : Tariff : evolu on of the sum of the price 1/1 FC of the same tles included in the CIM study versus year-1. C/000 : the tariff divided by the nbr of contacts 12+ on the CIM y-1. fi : rates 2015 / Nbr contacts CIM 2014(2), based on the same selec on Outdoor method : Tariff : based on the cost/side of the main outdoor networks (2m², 8m², 10m², 16m², 20m², 36m²) versus year-1. C/000 : based on the contacts 12+ (CIM) of the main na onal outdoor networks (2m², 8m², 10m², 16m², 20m², 36m²) versus year-1. Television method : Tariff : Average tariff of break (5PM-11PM) from:vtm; 2BE; Vier; Vijf; Vitaya and RTL-TVI; Club RTL; Plug RTL; La1; La2; AB3. Weighted by the market share of the channel and 41% South/59%North. C/000 : average C/000 (break based) on those channels weighted by the GRP share and 41% South/59% North. All data in Live+6 without Guest. Radio method : Tariff : Average Tariff of a break (6:30AM-6:30PM) from: JoeFM; MNM; Studo Brussel; Q-Music; Radio1; Radio2; Top Radio; Club FM; Nostalgie NL; Bel RTL; Fun Radio; La Première; Musiq3; NRJ; Contact FR; NostalgieNL; Vivacité; Classic21; Pure FM; Twizz. Weighted by the GRP Share of the channel and 41% South / 59% North. C/000 : Average C/000 (break based) on those channels weighted by the GRP share and 41% South/59% North. Internet method : Pre 2012 : official UMA figures & 2014 Es ma ons (Tariff C/000): evolu on of the CPM of the classic formats (Medium Rectangle, Leaderboard, Skyscraper, Halfpage, Overlayers, 3Ad) sold by the main sales houses (Corelio, HiMedia, PebbleMedia, De Persgroep, Rossel, TrustMedia, Roularta, MSN, Skynet) versus year -1; with weigh ng based on sales house s available inventory for the same period. This is only reserved-based media - the infla on does not apply to self-served media (RTB, social media, SEM). Cinema method : Tariff : based on the media cost of a 30'' spot / 1 week / index 100% / na onal coverage (versus year-1). C/000 : based on the contacts 12+ (CIM) for a 30'' spot / 1 week / index 100% / na onal coverage (versus year-1). 24

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27 plurimedia facts Dailies & Magazines Dailies Magazines - Dailies specials - Free Regional Press L'Avenir Advertising L'Avenir Deuzio Proximag Rondom IPM Advertising La Dernière Heure / Les Sports Arts Libre Libre Entreprise La Libre Belgique Courrier international Libre Immo La DH du Dimanche Logic Immo Essentielle Auto Momento Essentielle Focus Paris Match Essentielle Immo Télé DH Libre Culture MASS MEDIA TRANSIT Metro Du/Fr Metro Deluxe Du/Fr MEDIAHUIS CONNECT L'Avenir Citta Hallo Het Belang van Limburg Deuzio Jobat Gazet van Antwerpen DS Magazine De Markt Het Nieuwsblad / De Gentenaar DS Weekblad Het Nieuwsblad Magazine De Standaard Fan! Sjiek PERSGROEP ADVERTISING De Morgen Dag Allemaal/Express Goesting Het Laatste Nieuws DM Magazine Joepie DM Magazine Deluxe Nina Goed Gevoel TV-Familie/Blik ROSSEL ADVERTISING Grenz Echo 7 Dimanche Références Le Soir Groupe Vlan Le Soir Magazine Sud Presse (La Meuse, La Jobsregions TV News Nouvelle Gazette, La Province, MAD-Le Soir Victoire Nord Eclair, La Capitale) Le Soir Immo Le Sillon Belge Passion des montres Landbouwleven Top Entreprises TRUSTMEDIA De Tijd Mon Argent/Netto L'Echo Sabato Du/Fr ROULARTA LOCAL MEDIA De Krant van West-Vlaanderen De Streekkrant/Weekkrant Steps City Magazine De Zondag Steps Deluxe ExtraNet ('tfonteintje, Het Gouden Blad, Tam Tam, de Wewijzer, ) 27

28 plurimedia facts Magazines CHARLIE MIKE Audi Magazine Fedelec Bozar Expo Gastromania Bozar Agenda & Bozar Friends Manager Magazines Bozar Music Mercedes Magazine Cool & Comfort Mode Flash CUSTOM REGIE Abelag (Exigent Private jets) Michelin Cartes Bel-Lux+North/South Analyses (Puilaetco) Michelin Guide Belgique Lux 2015 Be TV magazine Michelin Guide Vert/Groene gids Belfius Magazine Neckermann Nrochures Foot people (RSCA) Pégase Brochures Grappa Magazine (KBC) RaboMagazine Thomas Cook Brochures IPM Essentielle Auto Paris Match & Les carnets de Paris Match Momento Télé DH IP PRESS Bahamontes Primo TV Gids Ciné Télé Revue Telepro Eos Magazine Téléstar EOS Psyche & Brein Top Santé Foodprint Touring Magazine (Du/Fr) M.. Belgique Waw (Du/Fr) MEDIAHUIS Check! De Standaard Weekblad De Markt - Gazet van Antwerpen Deuzio De Markt - Het Belang Vvan Limburg Fan! De Standaard Magazine Het Nieuwsblad Magazine De Standaard Magazine XL Luxe Sjiek PERSGROEP ADVERTISING Dag Allemaal/Expres Goesting De Morgen Magazine Joepie De Morgen Magazine De Luxe Nina Goed Gevoel TV-Familie/Blik PRODUPRESS Actief Wonen/Deco Idées Miles (Du/Fr) Autogids Moniteur Automobile AutoWereld PUBLICARTO Aktief Le Ligueur des parents Axelle Le Ligueur et mon bébé Botsing Markant Magazine Brieven aan Jonge Ouders Neos Magazine Brieven aan Jonge GrootOuders Okra Magazine çava? Point de vue (cahier belge) Davidsfonds Profiel / Profil De Bond Royals Femma Vrouwen met Vaart HR Square 28

29 plurimedia facts Magazines Magazines ROULARTA Body Talk (Du/Fr) Plus Magazine (Du/Fr) Data News (Du/Fr) Sport Voetbal/Sport Foot magazine Extra /Knack & Vif Trends Style (Du/Fr) Focus Knack Trends/Trends Tendances Focus Vif Vif L'Express Grafisch nieuws (Du/Fr) Weekend Black Knack Ik ga bouwen/je vais Construire Weekend Black Vif Knack Weekend Knack M&C (Du/Fr) Weekend Vif Nest (Du/Fr) ArtsenKrant/Le Journal du Médecin Belgian Oncology (Du/Fr) Health & Medical De Apotheker / Le Pharmacien De Ziekenhuis en Zorgkrant Free Regional Press De Zondag Streekkrant / Weekkrant Steps ROSSEL ADVERTISING Le Soir Magazine Victoire TV News SANOMA Belgium Feeling Libelle Lekker + Libelle Specials Feeling Wonen Marie-Claire (Du/Fr) Femmes d'aujourd'hui Moustique Femmes d'aujourd'hui specials Pink Ribbon (Du/Fr) Flair (Du/Fr) Story Gael Télé Pocket Gael Maison Teve Blad Humo Vitaya Magazine Kids Only (Du/Fr) Zoom Santé/Gezondheid Libelle Attitude La Maison Victor CommunieKrant Loving You Compleet Wonen/100% maison Special Bloemschikken/Art Floral Dreambaby Stijlvol Wonen/Pure Maison Epicurien Wonen Landelijke Stijl/Maison de Charme THINK MEDIA Ambiance Culinaire/Culinaire Ambiance Moto & Loisirs Ché Motoren & toerisme Menzo P-Magazine TRUSTMEDIA Netto / Mon Argent Sabato (Du/Fr) ED. VENTURES Archi & Deco (guide) Guide Restaurants Art & Décoration High Life de Belgique Brussels Mag Life Magazine C'est du Belge Lobby Elle à table Parents Elle Belgique / Elle België Parents Santé Elle Décoration / Elle Wonen Pharmassistante / Farmassistente Elle Santé / Elle Gezondheid Play Golf F1 Magazine Play Tennis Gentleman (Du/Fr) Psychologies Magazine (Du/Fr) GG : Global guide Public Belgique Guide Fashion and Beauty The Zoute Paper GuideHôtel 29

30 plurimedia facts Out of Home CLEAR CHANNEL NETWORK SIZE / FORMAT ADSHEL Adshel Maximum 2m² Adshel Optimum 2m² Adshel Maximum Proximity 2m² Adshel Optimum Proximity 2m² Adshel & Malls 2m² Adshel Antwerp 2m² Adshel Ghent 2m² PUBLIFER Adshel Stations 2m² DNN 70'' digital screens (portrait) DHST 70'' digital screens (portrait) DL 4m² digital screens (landscape) MORE O'FERRALL MOF16 16m² + digital screens (DL Stations) MOF36 36m² + digital screens (DL Stations) MOF Supermix 36m² + 16m² MOF Maximix 36m² + 16m² MALLS CC Malls (Carrefour) 2m² TRANSIT Bus (TEC) various URBAN MEDIA Urban Media megaposters JCDECAUX URBAN FURNITURE Booster 2m² Authentic 2m² Taste 2m² Conso F1,F2 2m² Brussels 2m² Liège 2m² JCDECAUX BILLBOARDS Brussels 8 8m² Line by line 20m² Superstar 24 20m² + 8m² Superstar 48 20m² + 8m² Prestige 90 38m² + 21m² Prestige Mix 38m² + 21m² + 20m² + 8m² JCDECAUX AIRPORT Brussels, Charleroi & Luxembouvarious (including digital) PUBLIC TRANSPORTS Bus / Tram / Metro (STIB/MIVB) various (including digital) JCDECAUX ARTVERTISING Artvertising megaposters JCDECAUX VILLO! Villo! public bikes rear wheel branding INSERT Eurybia networks 60 x 80 cm Malls TV digital screens Bonnie & Clyde 60 x 80 cm Windscreen 60 x 160 cm 30

31 plurimedia facts Out of Home OTHER SALES HOUSES NETWORK SIZE / FORMAT BELGIAN POSTERS Line by line 20m² / 4m² Contact 20m² Moving 20m² Access 20m² + 10m² Cover 20m² + 10m² Power 20m² + 10m² THINK MEDIA OUTDOOR Line by line 20m² Premium 24 20m² + 8m² Premium 48 20m² + 8m² Combi Plus m² + 8m² Eyecatcher various / backlited billboards BOOMERANG Boomerang free postcards Face2Face A3 posters Change A3 posters Xchange Alarm Covers Oxygen A2 posters Hydrogen A0 posters B-Mat table mats B-Bock beer mats GUIDO Campus Posters 83 x 118 cm School Posters 83 x 118 cm Carrière Posters 83 x 118 cm Webpads mouse pads BRIGHTFISH Ci nepos ter 2m² CineStar banners AIR TERMINAL PUBLICITY Liège Airport various EUROMOBILE Mobile advertising various SPICYMOTION Mobile advertising various LIJNCOM Tram / Bus (De LIjn) various MEDIAFIELD POS and urban advertising various MEDIAEXPO Brussels Expo various BLOWUP BlowUp megaposters PHARMASCREEN POS advertising digital screens RAPID AFFICHAGE Guerilla/street marketing various HIGHCO SHELF SERVICE POS advertising various URBAN MEDIA Urban Media banners 31

32 plurimedia facts Audiovisual IP Media Concept RMB Roularta RTVM SBS Belgium Brightfish SUD Radio Media 13 Transfer VAR Medialaan Shareholding RTL TVI Shareholding Medialaan Shareholding RTVM TV sales-house for RTL TVI, Club RTL, Plug RTL Radio sales-house for Bel-RTL,Contact, Nostalgie, Fun radio, Nostalgie VL, Topradio, Cherie FM Radio sales-house for BRF1, BRF2, 100'5 Das Hitradio TV sales-house for La Une, La Deux, Betv,AB3, VOO Foot and Télé Bruxelles Radio sales-house for La Première, Classic 21, Pure FM, Musiq3, VivaCité, NRJ and DH Radio TV sales-house for Kanaal Z / Canal Z TV sales-house for the 11 regional Dutch-speaking TV stations Integrated TV sales-house for Vier and Vijf, Libelle TV, MTV (Fr & Du), TMF, MTV (Fr & Du), TMF, Nickelodeon (Fr & Du) and Discovery Channel Sales-house for cinema advertising French-sp. private local radio station with integrated radio sales-house TV sales-house for the 13 regional French-speaking TV stations TV sales-house for Njam!, Acht TV, National Geographic, Cartoon Network, Fox Life, Studio 100, Lacht, Dobbit TV and Canaal Z/Kanal Z (spot) TV sales-house for één and Ketnet/Canvas Radio sales-house for Radio 1, Radio 2, Klara, Studio Brussel & MNM TV sales-house for VTM, VTM Kzoom, 2BE JIM TV and Vitaya Radio sales-house for Q-Music and Joe FM 2/3 RTL-Group ( 90,4% Bertelsmann + 9,6% public) 1/3 Audiopresse (Rossel, IPM, Vers l'avenir) Vlaamse Media Holding (50% Roularta - 50% De Persgroep) 1/3 Roularta 1/3 De Persgroup 1/3 Concentra Channels which classical adver sing is handled by a sales-house, but non spot adver sing is covered by an integrated department 32

33 plurimedia facts Ad Revenue of the Main Interlocutors MEDIA Sales-house / Ad revenue group MDB 2014 /000 Out of Home JCDECAUX CLEAR CHANNEL Dailies MEDIAHUIS CONNECT ROSSEL ADVERTISING PERSGROEP ADVERTISING IPM ADVERTISING MASS TRANSIT MEDIA Magazines ROULARTA SANOMA MEDIA PERSGROEP ADVERTISING IPB EDITIONS VENTURES Radio VAR IPB RMB MEDIALAAN RADIO Television MEDIALAAN TV IPB SBS BELGIUM RMB VAR TRANSFER Cinema BRIGHTFISH Free Regional ROULARTA LOCAL MEDIA Press GROUPE VLAN ROSSEL ADVERTISING MEDIAHUIS CONNECT L'AVENIR ADVERTISING CORELIO CONNECT Internet MEDIAHUIS CONNECT PERSGROEP ADVERTISING MICROSOFT ADVERTISING PEBBLEMEDIA ROSSEL ADVERTISING Source : MDB Nielsen 33

34 plurimedia facts Audience Profile of the Main Media Segments Reference period Source : CIM 2014 (2) Dailies (only paper) avg day Dailies (paper+pdf) avg day Dailies (Total Brand) avg day Weeklies (only paper) avg week Weeklie (paper+pdf) avg week Weeklies (Total Brand) avg week Coverage ,2 50,9 58,9 76,8 77,2 78,7 Men 52,3 55,2 64,2 72,9 73,5 75,6 Female 44,2 46,8 53,8 80,4 80,7 81,6 PRP 48,3 50,7 58,4 78,7 79,1 80,3 SOCIAL GROUPS ,4 54,6 66,2 78,6 79,1 81, ,5 54,5 62,4 78,4 78,7 80, ,0 50,2 57,5 76,4 76,9 78, ,9 44,2 48,8 73,7 74,0 75,0 AGE ,4 33,0 37,3 66,2 66,6 67, ,2 50,2 59,8 71,8 72,7 75, ,1 48,4 60,2 72,0 72,7 74, ,8 52,0 60,5 77,1 77,4 78,7 55 and + 53,9 54,8 59,0 83,9 84,0 84,4 NIELSEN I 54,5 58,1 67,4 84,0 84,3 85,3 II 50,0 53,7 63,1 76,6 77,2 78,5 III Du 58,5 60,1 71,5 83,5 83,7 84,6 III Fr 47,9 49,3 53,8 70,7 71,2 72,9 IV 40,3 41,9 48,1 72,9 73,2 75,3 V 42,1 43,7 50,8 73,6 74,0 75,9 EDUCATIONAL LEVEL Never-primary 38,8 39,8 42,6 69,8 70,0 70,8 Secondary-low 45,1 46,7 52,4 74,2 74,6 75,9 Secondary-high 50,9 54,1 62,6 79,1 79,6 81,1 Vocational high 46,7 49,6 56,7 75,2 75,8 76,9 High school 51,8 55,9 67,8 81,3 81,7 83,5 University 54,4 58,1 70,4 79,0 79,5 81,8 HABITAT 5 main centres 46,4 48,7 55,5 73,1 73,6 75,4 43 urban localities 50,7 53,9 61,9 79,0 79,5 80,6 Secondary loc. & others municip. 48,1 50,9 59,6 78,0 78,3 79,7 PRESENCE OF CHILDREN with 41,6 45,4 56,1 71,7 72,3 74,1 without 51,0 53,3 60,1 78,9 79,3 80,7 34

35 plurimedia facts Reference period M./Bi-M. (only paper) avg period. M./Bi-M. (paper+pdf) avg period. M./Bi-M. (total brand) avg period. Free sheets (only paper) avg week Free sheets (paper+pdf) avg week Free sheets (total brand) avg week Cinema avg week Coverage ,5 59,0 61,7 52,0 52,1 52,8 5,6 Men 51,8 52,5 56,2 49,3 49,5 50,3 5,7 Female 64,8 65,1 66,9 54,5 54,6 55,3 5,4 PRP 62,9 63,2 65,2 57,3 57,5 58,1 4,3 SOCIAL GROUPS ,5 66,1 69,5 41,0 41,1 42,0 7, ,8 61,1 64,2 52,5 52,6 53,4 6, ,6 57,3 59,6 58,3 58,4 59,2 4, ,3 50,6 52,4 58,3 58,4 58,9 3,0 AGE ,7 41,5 42,3 23,5 23,6 23,9 11, ,7 49,1 55,0 29,6 29,9 31,6 12, ,4 62,1 65,6 48,9 49,1 50,2 6, ,1 62,5 64,8 57,6 57,6 58,2 3,9 55 and + 60,4 60,5 61,4 64,0 64,0 64,2 1,9 NIELSEN I 62,6 63,2 65,5 55,6 55,6 55,9 5,0 II 57,6 58,1 60,6 44,4 44,5 44,9 5,7 III Du 59,7 59,8 61,8 41,7 41,7 42,1 5,0 III Fr 60,5 61,2 63,5 33,0 33,3 34,2 6,2 IV 56,3 56,6 60,0 57,5 57,6 58,7 5,2 V 54,8 55,4 58,5 69,4 69,5 71,0 6,1 EDUCATIONAL LEVEL Never-primary 43,9 44,4 45,1 49,1 49,1 49,5 4,1 Secondary-low 52,5 52,9 55,5 55,3 55,5 56,2 5,1 Secondary-high 60,8 61,2 64,3 55,0 55,1 55,8 6,0 Vocational high 56,5 57,2 59,9 58,2 58,5 59,5 5,0 High school 70,1 70,7 73,5 50,9 51,0 51,9 6,3 University 66,2 66,8 70,8 38,8 39,0 39,8 6,8 HABITAT 5 main centres 60,3 60,9 63,5 41,8 42,0 43,0 6,3 43 urban localities 60,6 61,1 63,3 57,0 57,1 57,7 5,4 Secondary loc. & others municip. 56,5 57,0 59,8 55,9 56,0 56,6 5,2 PRESENCE OF CHILDREN with 60,0 60,7 63,6 45,7 45,9 47,0 6,6 without 57,9 58,3 60,8 54,7 54,8 55,3 5,1 Source : CIM 2014 (2) 35

36 plurimedia facts Restric ons per Medium Type Television VTM Vier La Une RTL TVI Club RTL 2BE Vijf La Deux Plug RTL Price mention A A A A A A Children targeting A A P P P P Tobacco F F F F F F Medicines without prescrip. A A A A A V Medicines with prescrip. F F F F F F Alcohol under 10 A A A A A P Alcohol 10 to 20 A A A A A P Alcohol + 20 A A A A F P Press Outdoor Radio VRT RTBF Private stations Cinema Price mention A A A A Children targeting A A A A Tobacco F F F F Medicines without prescrip. V A A A Medicines with prescrip. F F V F Alcohol under 10 A A A A Alcohol 10 to 20 A A A A Alcohol + 20 A F A A C O D E S Authorized Forbidden Restricted placing Prior approval required A F P V 36

37 television

38

39 television Par culari es Dense cable television network : 96,5% 98,7% in the North 97,5% in the South Na onal coverage Heavy audiences compeon between private and public channels in the North Same situa on in the South, also impacted by significant French overlap Average viewing me (2014) : Dutch-speaking of 15 years and + : 212 min /day French-speaking of 15 years and + : 244 min /day Advantages High emo onal impact and familiarity Power of persuasion in certain contexts Broad coverage on large key targets More and more interac vity Evolu on Television s ll remains stable in terms of viewing me Audience measurement includes guest viewing since 1 st January 2013 (data available since Sept. 2012) TRANSFER offers a commercial package of several digital channels (Acht; Njam; Na onal Geographic North and South Cartoon Network North and South, Foxlife, Studio 100 TV, Dobbit TV) and they s ll expect more channels in the future Even if the emergence of digital channels is a reality, the relevant set remains stable People s ll like tradi onal channels Time-shi ed viewing data are available since 2010 and its growth remains limited : 7% in the North and 5% in the South (based on ATV Total day 15+) MTV FR/NL,TMF, Libelle TV and TLC enter big Audimetry. More detailed data are now available Social TV and Connected TV emerge in Belgium Complementarity and supplementarity of TV and online are the key trends of

40 television Adver sing Investments Millions 1.414, , , , , ,6 981, , , , ,8 % OF TOTAL MEDIA ,7% ,1% ,4% ,6% ,1% ,3% ,8% ,5% ,1% ,4% ,5% Source : MDB Nielsen Average Cost of a 30 Spot ( ) AVERAGE COST Peak time VTM BE VIER VIJF Vitaya 863 Off-peak time Total day AVERAGE COST RTL TVI Club RTL Plug RTL La Une La Deux AB3 Peak time Off-peak time Total day South Peak me = 6.55 pm pm - North Peak me = 6.55 pm - 11 pm 40

41 television Market Shares - January-December 2014 Monday-Sunday - 5 pm - 11 pm - Total Screen Usage Total 15+ VCR+DVD 2,0% Ned 1 Other: PLAY+Other 1,2% Sreen Usage 0,7% Other: PAY+DVR 4,9% TRANSFER 1,1% VITAYA 3,2% VIJF 3,6% Others 10,1% NORTH EEN 30,2% TF1 12,7% Fr ,0% Others 10,8% SOUTH LA UNE 15,0% LA DEUX 5,7% VIER 8,2% 2BE 5,3% VTM 21,1% CANVAS 8,4% VCR+DVD 4,0% Other: PLAY+OSU 1,4% Other: PAY+DVR 8,0% BE 1 0,3% AB3 3,2% CLUB RTL 4,4% PLUG RTL 2,2% RTL-TVI 20,3% Source : Audimetrie CIM TSU Live +6 PRP* * PRP : Principal responsible of purchase VCR+DVD 3,5% Other: PLAY+OSU 1,4% Other: PAY+DVR 6,3% Ned 1 0,7% Others Others 10,4% LA UNE 8,5% 11,6% Fr 2+3 EEN 7,0% 21,2% LA DEUX 5,2% TRANSFER 1,4% VITAYA 3,2% NORTH CANVAS 7,0% TF1 15,9% SOUTH RTL-TVI 20,9% VIJF 4,2% VCR+DVD 5,8% VIER 10,7% 2BE 7,1% VTM 22,9% Other: PLAY+OSU 2,2% Other: PAY+DVR 9,9% BE 1 0,4% AB3 4,6% PLUG RTL 3,2% CLUB RTL 4,8% 41

42 television Evolu on of Gross Cost/GRP Base : 30-1 Spot per Block Total 15+ NORTH SOUTH Euro Euro J F M A M J J A S O N D J F M A M J J A S O N D Source : Audimetrie CIM All Day Live+6 without guest : North : VTM+2BE+Vier+Vijf+Vitaya South : La Une+La Deux+RTL+Club+Plug+AB3 PRP NORTH SOUTH Euro Euro J F M A M J J A S O N D J F M A M J J A S O N D 42

43 television C/000 Contacts (gross) Total 15+ Total day* North : ,2 VTM, 2BE, Vier, Vijf, Vitaya ,4 South : ,8 La Une, La Deux, RTL, Club RTL, Plug RTL, AB ,3 *Live+6 without guest C/000 contacts Base 30" Audience Curve (TSU) : Belgium North South - Ra ng % 60 NORTH SOUTH am 3 am 4 am 5 am 6 am 7 am 8 am 9 am 10 am 11 am 12 am 1 pm 2 pm 3 pm 4 pm 5 pm 6 pm 7 pm 8 pm 9 pm 10 pm 11 pm 12 pm 13 pm Total Screen Usage - Total Live +6 Source : Audimetrie CIM 43

44 television Comparison of Main TV Channels NORTH VTM 2BE VTM KZOOM Vitaya Vier - Vijf Nickelodeon N/S Discovery Channel MTV N&S - TMF Eén Ketnet/Canvas Disney Chanel Acht - Njam National Geographic N/S Cartoon Network N/S FoxLife - Studio 100 TV Dobbit TV SOURCES OF INCOME Advertising Advertising SHARE HOLDING Pers groep Roularta De Vijver Advertising State Grant Sponsoring Flemish Community Advertising Disney Channel Advertising Fox International channels (Benelux)/ Part of News Corpora ti on MAIN TYPES OF ADVERTISING Commercial Non comm. Regional Sponsoring Bartering Commercial Non comm. Regional Sponsoring Bartering Non comm. or public interest Spons oring (exclus. partner-contract) Commercial Non comm. Regional Sponsoring Bartering Commercial Non comm. Regional Sponsoring Bartering AUTHORIZED ADV. BROADCASTING TIME 12 min/hour daily average 12 min/hour daily average not authorized 12 min/hour daily average 12 min/hour daily average INTERRUPTION BY COMMERCIALS authorized authorized not authorized authorized authorized SALES-HOUSES Medialaan SBS Belgium VAR The Walt Disney Compa ny Transfer NBR OF BLOCKS AVAILABLE/ WEEK VTM : ± 290 2BE : ± 253 Vitaya: ± 385 VTM Kzoom: ± 168 Vier : ± 334 Vijf : ± 289 Nickelodeon N/S: ± 218 Nick JR: ± 202 Discovery Channel: ± 247 Eén : ± 54 Ket/Can : ± 30 Disney Channel N : ± 134 Disney Channel S : ± 96 Acht : ± 249 Njam : ± 177 National Geographic: 341 Cartoon Network: 186 FoxLife: 115 UNIVERSE 01/01/ year and + : individuals 15 year and + : individuals PRP 15+ : individuals REACH MEASUREMENTS Audimetrie S.A. 44

45 television SOUTH RTL TVI Club RTL Plug RTL La Une La Deux BeTV AB3 SOURCES OF INCOME Advertising Advertising State Grant + Advertising Subscriptions + Advertising SHARE HOLDING Audiopresse RTL-Group French Community Tecteo AB Group MAIN TYPES OF ADVERTISING AUTHORIZED ADV. BROADCASTING TIME INTERRUPTION BY COMMERCIALS Commercial Non comm. Regional Sponsoring Bartering 12 min/hour (daily average) Commercial Non comm. Regional Sponsoring 12 min/hour (daily average) between 7pm & 10pm max 30 min Commercial Non comm. Regional Sponsoring Bartering 12 min/hour (daily average) Commercial Non comm. Regional Sponsoring 12 min/hour (daily average) authorized Depend on the context authorized authorized SALES-HOUSES IP RMB RMB RMB NBR OF BLOCKS AVAILABLE/ WEEK RTL : ± 359 Club : ± 268 Plug : ± 191 La 1 : ± 290 La 2 : ± 300 BeTV : ± 41 AB3: ±201 UNIVERSE 01/01/ year and + : individuals 15 year and + : individuals PRP 15+ : individuals REACH MEASUREMENTS Audimetrie S.A. Spot Length Index Spot length index 5" 10" 15" 20" 25" 30" 35" 40" 45" 50" 55" 60" VMM SBS Belgium RMB IP

46 television Cost and Reach Television BASE BUDGET 2013 PERFORMANCES Tot.15+ (Audimetrie CIM) South : 246 GRP cost/grp 30" spots = % x 4,2 OTS North : 259GRP cost/grp 30" spots = ,9% x 4,3OTS Buying and Cancella on Condi ons BOOKING CANCELLATION % MATERIAL DELIVERY CHANGE IP *D+4 12 weeks 0% 5 working days before *D+4 Working days weeks 5% 10-8 weeks 10% 8-6 weeks 25% 6-4 weeks 50% <4 weeks 100% RMB *D+7 12 weeks before 0% 7 working days before *D+7 Working days 12-8 weeks 15% 8-6 weeks 25% 6-4 weeks 50% 4-2 weeks 75% <2 weeks 100% Medialaan *D+4 90 days before 5% Spot: 3 working days before *D+4 Working days days before 50% Billboard: 5 working days before <60 days before 100% SBS *D+4 <30 days before 30% 5 working days before *D+4 Working days <2 weeks before 100% * Depending on the availabilities of the channels 46

47 online video Belgian surfers are spending more and more me watching online video content (increase of daily consump on from 34 to 42 for heavy viewers) and 80% of surfers are regularly watching said content - as shown by the second wave of the VINK study (February 2014). Laptops have taken over as the main device used for watching said content (56%) with desktop now being second (54%), followed by tablets (25%), smartphones (17%) and connected TVs (8%). The offer is ever-growing in Belgium (whether it is content aggregators such as YouTube or DailyMo on, RTB video networks or local publishers) and the market is adap ng to those new opportuni es for adver sing (brands are building spots specifically for online placements, playing with the no on of skipability, placing CTA and pack shots at the beginning, etc.). There is a major difference to be made when working with online video, as it can be either In-Ad or In- Stream. The In-Stream video planning brings online closer to TV, with an extended content selec on. Both methods have very different KPIs. While the In-Ad brings you a wide range of video metrics (number of plays, pause, sound ac va on, etc.), it also has its nega ve points (sound has to be user generated, it is quite expensive when it comes to adserving). The In-Stream however already has sound on, is presented in an audiovisual environment, and allows the use of interac ve spots. Online video is all about content marke ng (an umbrella term encompassing all marke ng formats that involve the crea on and sharing of content in order to engage current and poten al consumer bases) using various screens in synergy. A good example is addi onal content from a TV show made available only online and promoted via the main screen. There is even more convergence with mobile devices and social media applica ons allowing audiences to comment, vote for and share their favorite audio-visual content. The success of a show will also be expressed by the amount of tweets and comments generated on social media pla orms (this is the no on of Social TV). TV industry is facing cri cal stakes that will certainly influence the way we recommend it. These issues may lead to structural as well as behavioral changes. Some ma ers are immediate ( me shi ed and ac ve viewing) while others are long-term oriented such as portable TV. The convergence is changing our way of working from TV planner to content planner. The linear offer is completed with Internet & Mobile possibili es (mul tasking). The ac ve picking consump on leads to be er memoriza on if well planned. 47

48 online video Online video consump on Non User Light Medium Heavy 26% 30% 21% 33% 18% 37% 21% 19% 27% 21% 22% 24% 25% 25% 20% 27% 28% 20% 31% 28% 12% 28% 29% 28% 22% 17% 34% 24% 30% 26% 7% 30% 25% 27% 29% 28% 28% 17% 28% 31% Total South North Men Women SG 1-4 SG 5-8 Share of TV versus online video Share of TV Share of online video TV consumption (min) 100% % 19% 20% 17% 19% 17% 21% 20% 14% % % 60% % 130 min 40% 86% 80% 83% 81% 83% 79% 80% 86% % 90 20% 10% 70 0% Total South North Men Women Source : VINK wave 2 (Feb 14)

49 online video Where do surfers go to find video content? Content Aggregators 87% News Websites 53% Social Networks 43% TV Channels Websites 43% Specialized Websites 10% Streaming Websites 12% Others 1% Type of content surfers are watching User generated content 67% News/Infos Video clips 57% 60% Movies/Series Trailers 49% Reportages/Magazines Fims/Series Sports Entertainment shows 30% 29% 26% 25% Advertising 17% Video Games Trailers 10% Others 1% Source : VINK wave 2 (Feb 14) 49

50 online video Watching live online broadcast 30% 45% 46% 35% 27% 36% No Never Yes, rarely Yes, occasionally Yes, often 14% 23% 25% 5% 4% All South All North Heavy (national) 8% Source : VINK wave 2 (Feb 14) Note : these charts are a sample of VINK s latest wave (Feb 14). For the complete study, do not hesitate to ask the broadcast or the digital department. 50

51 radio

52 radio Par culari es Radio consump on remains rather stable (poten al reach and ATL ) since 2006 High consump on rates during the day : - 74% of the 12+ listen every day (Daily Reach) and 88% on weekly basis - Average listening me : of more than 4 hours / day Dutch speaking of 12+ : 274 minutes / day French speaking of 12+ : 210 minutes / day (Source : CIM Radio Survey W /2/3, 5:00-29:00, Monday-Sunday) Radio SOV is increasing year a er year, and with almost 14% SOV (2014), Belgian Radio is in the European top Since 2002, one-sourced study for Radio (CIM) Stability in measurement. Since 2011: the CIM Study remains the reference with more flights per year (3) Advantages Mass medium, important poten al coverage Traffic builder, ac va on medium suitable for events, promo ons, call to ac on, Affinity on many target groups Complementarity with all media (visual/concept transfer) The Power of Sound (audio logo) Flexible planning Low produc on costs Low fragmenta on Possibility of high repeon to generate TOM awareness Medium of topicality and informa on (real me informa on and entertainment) Possibility of local use Reach people everywhere, available on different pla orms Reach people all day, and at consump on moments Reach ac ve people Radio adver sing points the way to the web 52

53 radio Evolu on In the North - Commercial sta on Q-Music (launched in 2001) is market leader on interes ng target groups such as Main Shoppers, T and the youngsters (T 15-34). Shortly followed by Studio Brussel which is more selec ve on higher social classes. Q-Music outperforms the public sta ons MnM (formerly called Radio Donna) and Radio 2 (which had the monopoly in the North un l 1999) considerably on these target groups, but Radio 2 is s ll market leader on T In May 2007, VMMa bought 4FM and later changed the format into a news/music ( ) sta on 4FM became Joe FM on April 1st In March 2008, we welcomed a new compe tor in the North; Nostalgie via the frequencies of the following regional sta ons : Mango (West-Vlaanderen), Antwerpen 1 (Antwerp), Go Gent (Oost- Vlaanderen) and Contact Vlaams Brabant (Brabant). Even with the frequency of FM Limburg missing, the sta on believes in a strong na onal coverage and targets adults via up tempo hits of the and 90ies - Since January 2009, Radio Donna is called MnM (Music and More). Not only the name but also the music pla orm and programs changed. The goal is to gain market share on Q-Music. It is a fact that the growth of compe tors in the North increased the quality of the radio sta ons! In the South : RTBF (public) launches a remodeling of its radio sta ons ( Magellan-plan ): Fréquence Wallonie and BXL Capitale merge in Vivacité (generalist); and Radio 21 (musical) splits into Pure FM (young target) and Classic 21 (older target) : Start of a new sta on by RTL (private) : Mint, but ends in 2008 because of the new frequency plan - End 2008 : new frequency plan : Twizz (launched in 2010) changes its name and becomes DH Radio - More and more compeon on content and on star speakers Increasing... - Quality as a consequence of higher compeon between radio sta ons (content, events, interac vity ) - Importance of special ac ons / events - Demand from adver sers for non-tradi onal formats and sales houses are looking for extra income - Revenues and SOV (>13,9%, second in European context) - Of short formats 5 and 10 due to increasing share of buying in packages - Listening via Internet (but mainly on the radio s websites) 53

54 radio Adver sing Investments Millions 522,0 252,6 289,4 327,0 375,5 377,2 357,7 399,0 445,2 465,7 484,7 % OF TOTAL MEDIA ,0% ,1% ,4% ,2% ,9% ,3% ,5% ,4% ,9% ,1% ,9% Source : MDB Nielsen Audience Curve : Belgium North South Average Ra ng (000) Source : CIM Waves /2/3 Monday-Sunday, 5 am - 10 pm North South

55 radio Average Cost of a 30 on the Na onal Radio Sta ons AVERAGE COST 30" Wave Total day Peak time Monday-Sunday Monday-Friday Bel RTL Classic Contact FR Fun Radio La Première Musiq' Nostalgie FR NRJ Pure FM DH Radio VivaCité Joe FM MNM Nostalgie NL Q-music Radio Radio Studio Brussel TopRadio SOUTH NORTH CIM Waves /2/3 Peak me = 6 am - 9 am + 4pm - 6pm Total Day = 5:00-29:00 Dura on Index Duration indexes 5" 10" 15" 20" 25" 30" 35" 40" 45" 50" 55" 60" VAR n.a MEDIALAAN n.a IP RMB

56 radio Audience Shares - CIM Radio Survey - Waves /2/3 Fieldwork : January - December 2014 NORTH Monday - Sunday - 5:00-29:00 Universe : ind. Nostalgie NL 5,9% Others 11,3% TopRadio 1,1% Joe FM 8,4% Q-music 14,8% Studio Brussel 13,2% Radio 1 7,8% MNM 9,4% Radio 2 28,1% NORTH Monday - Friday - Drive Time Universe : ind. TopRadio 1,0% Others 10,6% Joe FM 7,7% Nostalgie NL 5,5% Q-music 15,0% Studio Brussel 13,0% Radio 1 10,0% MNM 9,6% Radio 2 27,6% 56

57 radio Audience Shares - CIM Radio Survey - Waves /2/3 Fieldwork : January - December 2014 SOUTH Monday - Sunday - 5:00-29:00 Universe : ind. Pure FM 3,0% Classic 21 8,8% Others 12,2% Bel RTL 14,0% Fun Radio 3,5% La Première 6,9% VivaCité 13,9% DH Radio 0,4% Nostalgie FR 12,7% Contact FR 15,1% Musiq'3 2,0% NRJ 7,5% SOUTH Monday - Friday - Drive Time Universe : ind. Pure FM 2,9% Others 10,6% Bel RTL 17,1% Classic 21 8,1% VivaCité 13,6% DH Radio 0,3% Nostalgie FR 10,9% Contact FR 14,7% NRJ 7,8% Fun Radio 2,8% La Première 9,5% Musiq'3 1,7% 57

58 radio Costs and Reach BASE Cost 2014 ( ) PERFORMANCES Radio Total Waves /2/3 South : main stations ± 250 spots GRP (54% x 9,4OTH) North : main stations ± 190 spots GRP (55% x 10,8 OTH) Based on min 50 ins/50grp/20% reach campaign on 12+ Buying and Cancella on Condi ons BOOKING CANCELLATION MAT. DELIVERY CHANGE RMB 1 month 8-12 weeks : 15% 5 working Without period change : 6-8 weeks : 25% days 5 working days 4-6 weeks : 50% With period change : 2-4 weeks : 75% 20 working days < 2 weeks : 100% VAR 3 weeks + 8 weeks : 5% 5 working Without period change : 4-8 weeks : 50% days 7 working days < 4 weeks : 100% With period change : 20 working days IP 5 weeks 8-12 weeks : 5% 5 working With period or channel 6-8 weeks : 25% days change : 20 working days 4-6 weeks : 50% 2-4 weeks : 75% < 2 weeks : 100% MEDIALAAN 3 weeks 8 weeks: 5% 4-8 weeks: 50% < 4weeks: 100% 58

59 cinema

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61 cinema Par culari es Na onal, regional and/or local coverage Selec ve on young target groups, upper social classes and urban areas Recent technical developments : Escape (Kinepolis Brussels and Antwerp) Advantages Strong persuader High demonstra on capacity High affinity on young people and urban environments Op mal visibility and memoriza on : 75% of Beta-factor Evolu on Growing interest for "off screen" presence in mul plexes : sampling, events, brand ac va on Increase of the digital equipment (100% of the na onal Cinepark) 3D adver sing opportuni es (only during 3D movies show) Higher propor on of ad investments in Europe but rather low in absolute terms Tempos Tempo Cine Park Full Half-park 1 x x x x x x x x x x x x Half-park 2 x x x x x x x x x x x x Half Half-park 1 x x x x x x Half-park 2 x x x x x x Possibility to op mize campaign in func on of the seasonality of your brand, the media mix, school holiday, par cular film releases, Pack 12 flex = 12 ac ve weeks within a period of 24 weeks. Discount of ± 30%. (see examples of schedule p.63 61

62 cinema Adver sing Investments Millions 37,7 37,8 33,0 % OF TOTAL MEDIA 25,0 28,8 29,7 26,0 26,8 24,6 25,7 30, ,1% ,2% ,0% ,8% ,8% ,8% ,7% ,9% ,9% ,0% ,0% Source : MDB Nielsen Buying Key Data CINE PARKS SCREENS COST 30" Cine Park Brussels Cine Park Antwerpen Cine Park Gent Cine Park Charleroi Cine Park Liège Cine Park 5 Main Cities Cine Park Dutch Localities Cine Park French Localities Cine Park Dutch+French Localities Cine Park National Rates 2015 per week as of January - Base

63 cinema Pack 12 Flex - Examples of Schedule Tariff -30% week Pack 12 Flex Pair x x x x x x x x x x x x Half Tempo Unpair x x x x x x x x x x x x Pack 12 Flex Pair x x x x x x x x x x x x On-Off Unpair x x x x x x x x x x x x Pack 12 Flex Pair x x x x x x x x x x x x Creative Mix Unpair x x x x x x x x x x x x Base 30 - Na onal universe - Full Tempo Possibility to op mize in func on of the film releases / seasonality of your brand, the media mix, school vaca on... CineBumper 2015 Weeks Cost / week 2-7 / 9-12 / / 13 / / / / Na onal - full tempo - a er the adver sing block - link with film industry is necessary 63

64 cinema Off Screen (via Brigh ish) CinePoster : CineStar : Events : Promotions : 2m², synchronised scrolling, 3 national networks 237 billboards, apposition duration = 14 days Rate : (national) Megaposters outside and inside the main multiplexes Various formats available Tariff : on demand Tailor-made events, avant-premières, animations, EuroCiné 27, Opera in de Cinema, La nuit des publivores, Nesquick Magic Sundays, the Movie, Formule 1, World Cup, Films Days,... Sampling, promotional activities in entrance hall and/or inside the cinema rooms Costs and Reach BASE PERIOD weeks n COST 2015 ( ) PERFORMANCES 30'' / 1 WEEK / NATIONAL spot 30'' / CinePark National Tot ,5 % x 1,2 OTS 80% 2-7 / 9-12 / Tot ,8 % x 1,3 OTS 100% 8 / 13 / / Tot ,2 % x 1,2 OTS 120% 1 / / Tot SG 1-2 8,4 % x 1,2 OTS Buying and Cancella on Condi ons BOOKING CANCELLATION MAT. CHANGE DELIVERY 1 month minimum weeks : 30% 3 weeks + 10 weeks : depending 10 weeks and less : 15 days (final on availability impossible copies) - 10 weeks : impossible Source : CIM Atelier Cinema Dura on Index 15" 20" 25" 30" 35" 40" 45" 50" 55" 60" 65" 70" 75" 80" 85" 90"