Advertising in Belgium
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1 Advertising in Belgium
2 Belgium: regions & demographics Total Population: 11 million inhabitants Flanders : 6,3 million (58%) Brussels : 1,1 million (10%) Wallonia : 3,5 million (32%) Population density: 355 people/sqm (2nd most dense in Europe)
3 Belgium: strenghts & opportunities Key economic & political position Political and decision-making heart of Europe: home of most of the EU institutions. Presence of international institutions : NATO, SHAPE,... (over 1700 ngo s or international organisations) Large number of multinational company HQ s : P&G, 3M, Toyota Europe, GSK, Cosmopolitan character : mix of nationalities
4 Belgium: strenghts & opportunities Socio-cultural position - Multi-cultural society : mix of Latin and Germanic cultural roots & influences - Habit to changing political regimes and cultural influences (in the past and today) - Performant education system : High educational standards Learning multiple languages from an early age
5 Print media in Belgium : newspapers
6 Belgium : newspaper market 1 BELGIAN ON 2 (population 12+) READS A NEWSPAPER ON DAILY BASIS Belgians read a newspaper every day In Flanders average daily reach readers In Wallonia average daily reach readers 54% reach on 1 day 37% reach on 1 day SOURCE: CIM Press Sept 2014 / Reach (RLP) paid newspapers (excl Metro) Print + Digital
7 Belgium : newspaper market Evolution daily newspaper readership daily reach Newspaper audience is not sinking! Belgians % Dutch sp % French sp % Source: CIM 2011/12 SOURCE: CIM Press / Reach (RLP) paid newspapers (excl Metro) Print + Digital Newspaper audience is not sinking!
8 Belgium : newspaper market Evolution daily newspaper paid circulation Daily circulation All Belgian newspapers Dutch language newspapers French language newspapers Q Q Q Q Q Q Q Q Q4 Source: CIM 2011/12 SOURCE: CIM Press paid circulahon newspapers Print + Digital Newspaper audience is not sinking!
9 Belgium : newspaper market Belgium : newspaper market - Belgians are still very attached to print : 93% prefers paper books, 86% prefers printed newspapers, 89% prefers printed magazines. Two thirds of those readers complete this print offer with digital media Belgium: Daily Newspapers - Penetration of digital versions of newspapers & magazines : 47% with the Y-generation (under 35 y.) 32% with the 55+ generation - Situational choice : Home environment : 84% prefers printed version Work environment : 60% uses digital versions Other out of home environment : 36% chooses digital versions - Type of information : Longer texts and books : preference for printed version Fast information that requires less concentration : via digital versions Source : i-vox march 2013 for Paper Chain Forum & Newspaperswork
10 Belgium : newspaper market Overview Flemish / Dutch language newspaper titles and publishers 62% 38% 50% 50%
11 Belgium : newspaper market Overview French language newspaper titles and publishers 50% 50%
12 Belgium : newspaper market Marketshare reach newspaper publishers CIM REACH PAPER + DIGITAL 3,1% 16,4% 9,8% 36,0% 26,1% 8,6% SOURCE: CIM sept 2014 / Shares based on Reach (RLP) paid newspapers (excl Metro)
13 Belgium : newspaper market Dutch language newspapers Paid RLP * SG1-3 Readers Circulation per copy Index reach vs paper only Index week - Saturday total brand = paper + digital versions paper + dig. Version + web index reach week index reach Saturday Quality Press De Standaard ,4% 3,6 +17% +75% 94,7% 123,0% De Morgen ,3% 4,7 +13% +66% 92,1% 131,8% De Tijd ,5% 3,0 +14% +75% 93,4% 109,9% Popular Press Het Nieuwsblad ,8% 3,9 +6% +42% 97,7% 108,6% Het Laatste Nieuws/NG ,9% 4,2 +16% +61% 98,1% 106,1% Gazet Van Antwerpen ,3% 4,0 +8% +38% 97,0% 114,6% Belang Van Limburg ,1% 4,0 +5% +25% 95,1% 119,8% (Free Free Press circulation) Metro Dutch language ,0% 3,6 +1% +1% * RLP = readers last periodicity - source : CIM Sept 2014 Print + Digital versions
14 Belgium : newspaper market French language newspapers Paid Circulation RLP * SG1-3 Readers Index reach vs total paper brand only = Index week - Saturday per copy paper + paper + dig. index index digital versions version + web reach week reach Saturday Quality Press Le Soir ,8% 5,3 +8% +45% 99,5% 101,9% Libre Belgique ,6% 4,4 +6% +44% 98,6% 106,0% Echo ,5% 3,0 N/A N/A N/A N/A Popular Press l'avenir ,3% 5,4 '+4% +27% 99,3% 101,9% Sud Presse ,2% 5,7 +3% +22% 97,8% 104,4% Dernière Heure ,0% 7,4 +8% +46% 97,7% 104,4% Free Press (free circulation) Metro French language ,6% 4,8 +1% +2% * RLP = Readers Last Periodicity - source : CIM 2014 Sept - print + digital versions
15 Print media in Belgium : magazines
16 Belgium : magazine market Belgium: Magazines Readership last period RLP-readers magazines All readers Dutch language readers French language readers Weeklies Fortnightlies + Monthlies Source: CIM 2011/12 SOURCE: CIM Press 2014 Sept / Reach Magazines (RLP) Print + Digital versions
17 Belgium : magazine market Belgium: Magazines Evolution weeklies readership Weeklies RLP reach in 000 readers All weeklies Flemish weeklies French weeklies Source: CIM 2011/12 SOURCE: CIM Press 2014 / Reach Magazines (RLP) Print + Digital versions
18 Belgium : magazine market Evolution 14-lies + monthlies readership Belgium: Magazines RLP-reach 14-lies + monthlies in 000 readers All 14-lies & monthlies Flemish French Source: CIM 2011/12 SOURCE: CIM Press 2014 / Reach Magazines (RLP) Print + Digital versions
19 Belgium : magazine market DEVELOPMENTS BELGIAN MAGAZINES & NEWSPAPER MAGAZINES Print media readers indicate that they have more time to read and therefore prefer to read magazines during the weekend During the week there is less and less time to read their magazine in a comfortable way The majority of Belgian (weekly) magazines, most of them issued on a week-day, have seen their circulation decreasing in the last years The only weekly magazines that have increased their readership in , are Saturday magazines issued with quality newspapers Source: research- Ivox & cim
20 Belgium : magazine market NEWSPAPER MAGAZINES ARE RISING STARS Almost all newsbrand magazines of the have restyled their magazine to make them more appealing for both reader & advertisers. Structure & physical aspect of the newsbrand magazines has become close to the most successfull lifestyle magazines on the market, even with the extra thick and glossy theme specials. De Standaard has doubled it s weekend magazine offer for the reader with the purpose to offer more and complementary news & lifestyle content Belgium: Magazines
21 Belgium : magazine market Flemish language weekly magazines Belgium: Magazines Circulation 2014 Readership 2014 Magazine type Dag Allemaal+Expres * TV Libelle Women HUMO TV Story People Nieuwsblad Magazine Lifestyle Flair NL Women Nina Lifestyle Knack News Nieuwsblad Fan! Sports Tv Familie+Blik * TV Weekend Knack Lifestyle De Standaard Magazine Lifestyle De Standaard Weekblad News TeVe-Blad TV Sjiek (BVL Magazine) Lifestyle De Morgen Magazine Lifestyle Focus Knack Culture P-magazine Men Primo/TV Gids * TV Joepie Youth Citta (GvA Magazine) Lifestyle *Compulsory combination SOURCE: CIM Press 2014 Sept / Reach Magazines (RLP) Print + Digital versions
22 Belgium : magazine market French language weekly magazines Circulation 2014 Readership 2014 Magazine type Belgium: Magazines Ciné Télé Revue TV Femmes d'aujourd'hui Women Télépro TV Vif L'Express News Paris Match People Soir Magazine People Télé Star TV Flair FR Women Télé Moustique TV Vif Weekend Lifestyle TV News TV Public People Point de Vue Royalty Victoire Lifestyle Focus Vif Culture Compulsory FR+FL weekly magazines Circulation 2014 Readership 2014 Magazine type Sport Voetbal Magazine NL+FR Sport Trends NL+FR News Sabato NL+FR Lifestyle SOURCE: CIM Press 2014 Sept / Reach Magazines (RLP) Print + Digital versions
23 Belgium : magazine market Flemish language monthly & 14-ly magazines Circulation 2014 Readership 2014 Magazine type UIT-Magazine (VAB) Travel (members magazine) Goed Gevoel Health Touring Explorer NL Travel (members magazine) Eos Magazine Science Feeling Lifestyle / Women Vitaya (Evita) Women Autogids Cars Autowereld Cars Vrouwen Met Vaart Women Elle België Women / Fashion Vrouw & Wereld / Femma Women Ché Men Pasar Travel Grande Travel Psychologies Women/Health Marie Claire NL Women SOURCE: CIM Press 2014 / Reach Magazines (RLP) Print + Digital versions
24 Belgium : magazine market French language monthly & 14-ly magazines Circulation 2014 Readership 2014 Magazine type Belgium: Magazines Top Santé Women Touring Explorer FR Travel (members magazine) Be TV TV (members magazine) Gael Women Marie Claire FR Women Elle Belgique Women Art et Décoration Interior Design Psychologies Magazine Women Elle Décoration Interior Design Parents Family Compulsory FR+FL monthly & 14-ly magazines Circulation 2014 Readership 2014 Magazine type Nest NL+FR (2-monthly) Lifestyle Plus Magazine NL+FR Senior Feeling Wonen + Gaël Maison Interior Design Actief Wonen + Déco Idées Interior Design Tu Bâtis, Je Rénove+Beter Bouwen en verbouwen Construction Ik Ga Bouwen+Je Vais Construire Construction Ambiance Culinaire FR+ NL Gastronomy Royals NL+FR Royalty Netto + Mon Argent Finance SOURCE: CIM Press 2014 / Reach Magazines (RLP) Print + Digital versions
25 Digital media use in Belgium
26 Belgium : internet market 81% of all Belgians are online EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% Increased 17% since 2010 Belgian Internet users spend on average 13.6hrs online per week Increased 5% since 2010 EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Source : IAB Mediascope Belgium
27 Belgium : internet market Websites visited Belgium: Internet market Top Websites used at least Daily Top Websites used at least Monthly Belgium EU Belgium EU Social media 36% 43% News 77% News 37% 40% Social media 62% Video 11% 18% Video 64% Banking and Finance 15% 16% Banking and Finance 75% Hobby 9% 15% Maps 61% Sports 7% 12% Local informakon 49% Forums 7% 11% Other Hobby 49% Jobs 4% 11% Films 37% Music 5% 10% Music 37% Local informakon 5% 9% Price Comparison Sites 35% 78% 70% 67% 66% 61% 60% 58% 52% 52% 49% Source : IAB Mediascope Belgium
28 Belgium : internet market Belgium: Internet market (Immoweb, ) Publishing
29 Belgium : internet market Ranking portals & news sites Mediahuis news sites = top 10 sites Website UB's per month UB's per week HLN.be Nieuwsblad Group dehands.be- 2ememain.be De_Standaard Yellow_Pages Knack- Levif SUD PRESSE Groupe DeredacKe.be Immoweb Kapaza She (gva+hbvl+nieuwsblad) Sporza Gazet_van_Antwerpen RTBF.be RTL.be De_Morgen DH.be Skynet VTM Le_Soir Lavenir Group Sudinfo sur7.be Het_Belang_van_Limburg De_Tijd Source: CIM Internet oktober 2014
30 Belgium : internet market Belgium - Share of formats % 23% 29% Display Classifieds & directories paid- for- Search
31 TV media in Belgium
32 Belgium : TV market Market share Wallonia 2013 total populayon
33 Belgium : TV market Market share Flanders 2013 total populayon
34 Belgium : TV market 3 Challenging TV- channels VIER (Flanders Generalist, Open Channel) Upscale, AcKves, strong challenger VIJF (Flanders Female, Open Channel) Female, Young, Libelle TV (Flanders Digital Channel) Spin off biggest female magazine Libelle, Women, all ages 22,4 19,8 Market Shares Sem ,8 14,0 8,8 9,2 5,2 4,8 3,9 3, decision maker purchases top half social classes VTM VIER 2BE VIJF VITAYA
35 Belgium : TV market PROFILE ANALYSIS VIER VIJF Libelle TV Tot TV VIER+VIJF VTM+2BE+Vitaya Tot TV VIER+VIJF VTM+2BE+vitaya Tot TV VIER+VIJF VTM+2BE+Vitaya SG 1-4 SG 5-8 ACTIEF NIET ACTIEF
36 Belgium : evolution media investments Source: MediaXim Bruto investments
37 Belgium : evolution media investments ,6% ,8% ,7% ,5% - 0,6% +4,0% - 11% +0,4% - TV Dailies Radio Out of Home Magazines Internet Regionale freepress Cinema Mobile Internet Source: MediaXim Gross investments 2014
38 Belgium : evolution media investments Belgium : media investments 1,01% 1,87% 3,53% 8,62% 3,83% 7,52% 8,31% BUSINESS & IT MAGAZINES 38,53% 13,87% 9,29% DAILIES SUPL. MAGAZINES FAMILY MAGAZINES 6,31% FREE REGIONAL PRESS Cinema Out of Home Radio Internet 31,67% 65,66% DAILIEY NEWSPAPERS THEMATIC MAGAZINES Press Television WOMEN MAGAZINES Source: MediaXim Gross investments 2014
39 Belgium : evolution media investments Belgium : avid media consumers avid advertising consumers Belgium: Media landscape 7 out of 10 consumers believes that advertising promotes the growth of the economy. They consider advertising as the crucial motor for a healthy competition amongst companies, which improves services and products and keeps the price level low. Source : Nielsen for the WFA
40 MediaReps InternaKonal Media Services World Trade Center Almere P.J. Oudweg CH Almere T + 31(0) M +31(0) E giovanni@mediareps.nl I
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