Executives Survey Market Presentation 26th of March

Transcription

1 Market Presentation 26th of March An initiative of: L Avenir Advertising - Big Media Group - CCI - IPM Advertising - Mediahuis Connect - Medialaan - De Persgroep Advertising - Rossel Advertising - Roularta Media Group - Sanoma - Skynet Advertising - Trustmedia - UWE - VAR - VKW - VOKA

2 Executive under the microscope Chosing the appropiate methodology Constantly evolving An insight in the products, services and multi media Measure the audience of the media they consult 2

3 Executive under the microscope Chosing the appropiate methodology Constantly evolving An insight in the products, services and multi media Measure the audience of the media they consult 3

4 Universe Definition An executive = the PRP within the company Base Definition executive and number of executives based on universe survey 5 employees responsible for purchase only private companies (+ public privatized companies 500+) exclusion of NACE 0 (agriculture, forestry and fishery), NACE 8 (education and health sector) and media- and communication companies 4

5 Universe Definition Definition executive and number of executives based on universe survey (2011 and ) An executive = the PRP within the company managing more than 5 employees responsible for amounts over responsible for purchase of goods and services in the company Base only private companies exclusion of NACE 0, NACE 8 and media- and communication companies Update of the universe based on RSZ data from 2014 Q2: Executives % 5

6 Number of executives decreases with 1% Executives % Update of the universe based on RSZ data from 2014 Q2 6

7 Evolution of universe GENDER (2012) 71 (76) (24) 29 AGE % % 65+ 1% (2012) < 25 1% % (31) % EDUCATION PROVINCE Primary Lower secondary Higher secondary Lower vocational Higher vocational Higher non-university University Post-university (1) (7) 7 9 (2012) Antwerpen Vlaams Brabant Brussels West-Vlaanderen Oost-Vlaanderen Limburg Brabant Wallon Hainaut Namur Luxembourg Liège (10) (14) (2012) 2015 % ON BASE: ALL EXECUTIVES 2012 (n=1269) 2015 (n=1250) 7

8 Evolution of universe HIERARCHY OWNER / ASSOCIATE Top management Head department Deputy head dept Head subdepartment Deputy head subdept Chief of service Deputy chief of service Foreman 0 0 (0) (1) (7) (32) (2012) 2015 (2012) (37) yes 33% RESPONSIBLE OVER PEOPLE (4) (23) 17 5 (12) 11 (24) 26 (21) 23 (7) (2012) (10) None MAIN FUNCTION General management Human resources Commercial Finance/accounting Technical/production ICT Administrative Buying Sales Marketing Logistics other (2) (1) (9) (10) 14 (2012) % ON BASE: ALL EXECUTIVES 2012 (n=1269) 2015 (n=1250) 8

9 Evolution of universe Company SECTOR (NACE) PROVINCE NACE Mining, industry (2012) Antwerpen Vlaams Brabant Brussels (12) NACE 4 Construction NACE 5 Trade 8 24 West-Vlaanderen Oost-Vlaanderen Limburg NACE 6 Transport, finance 18 Brabant Wallon Hainaut 3 6 NACE 7+9 Other services 31 Namur Luxembourg 1 2 (2012) 2015 Liège 6 % ON BASE: ALL EXECUTIVES 2012 (n=1269) 2015 (n=1250) 9

10 Executive under the microscope Chosing the appropiate methodology Constantly evolving An insight in the products, services and multi media Measure the audience of the media they consult 10

11 A media, products and attitude survey amongst executives in Belgium Data collection based on a solid en steady methodology Mixed method (Cati recruitment F2F CAPI) February-December interviews (1 out 153 executives) 43 minutes Disproportional quotas to company size Weighting: Nielsen x Nace x Company size 11

12 Methodology A media, products and attitude survey amongst executives in Belgium Data collection based on a solid en steady methodology Mixed method: centralized recruitment by phone, followed by a face to face interview (CAPI) Average duration of the interview: 43 minutes Fixed structure of the questionnaire and applied tools (logos, rotation, ) Quotas, disproportional to company size Weighting procedure: Nielsen x Nace x Company size Fieldwork February-December 2014 (with the exception of July and August) Sample size n=1250 interviews (1 out of 153 executives) 12

13 Constantly evolving The concept of brands introduced in the survey of 2012, is further developed Saturday editions of newspapers are included in the questionnaire Digital traveler Devices more elaborated. Personal account on social media for professional purposes. Word of mouth for product categories and services What s new? Innovation segmentation 13

14 Comparison with media results from previous editions is not possible Brand total reach declared by the respondent 2012 Brand total reach results of 3 questions 14

15 Questionnaire Media Comparison with media results from previous editions is not possible, as the structure of the questionnaire has changed. Therefore, no comparisons with the 2012 edition are reported in the media part Brand total reach = declared by the respondent in a separate question at the beginning of each section Heeft u de voorbije maanden de papieren of digitale versie of de website van *TITEL gelezen of geraadpleegd, thuis, op kantoor of elders? Au cours des derniers mois, avez-vous lu ou consulté la version papier ou une version numérique ou le site internet du quotidien *?DAGBLAD, chez vous, au bureau ou ailleurs? This brand-question was used to filter the questions regarding to the paper version, digital version and the website (when applicable) Brand total reach = composition of the results of 3 questions: readership of paper version + digital version + website 15

16 Executive under the microscope Chosing the appropiate methodology Constantly evolving An insight in the products, services and multi media Measure the audience of the media they consult 16

17 The executive Purchasing & decision power An Opinion Leader Word of mouth A Cautious Innovator Segmentation Different usage of social media & devices Media usage digitalisation 17

18 In 13 of the areas > 50% of executives have a responsibility People management On average an executive has decision power within Office equipment 15 areas (out of 29) Training/seminars Security Internet Marketing Software Legal matters Telecom Finance Hardware Real estate management Management consultancy

19 High consumption of luxury products (Fashion, perfume, wine, juwelery ) 22% own a revenue estate in Belgium 13% a second residence in Belgium Owner of high end products 38% - alarm system 21% - a design product 13% - a swimming pool 43% has a net income of over

20 Financial products Retirement saving plan 86 Life insurance 79 Obligations Branch 21, branch 23 Credit card company SICAV/SICAF Investment funds 32 Real estate investment Euronext or other foreign shares Stock account Stock options company Calls/futures/Warrants % ON BASE: ALL EXECUTIVES 2012 (n=1269) 2015 (n=1250) 20

21 1 out of 3 uses video conference at least 1/month 21% travel for business at least 1/month 1 out of 4 buys financial products online E-commerce: 62% online shop at least 1/month 21

22 Uses more video conferencing Less business trips Buys more financial products online Higher consumers of perfume, leather goods, juwelery 22

23 The executive Purchasing & decision power An Opinion Leader Word of mouth A Cautious Innovator Segmentation Different usage of social media & devices Media usage digitalisation 23

24 Word of Mouth Category-specific Word-of-Mouth Mavens (Experts) Connectors Salesmen OR #communications #people Influencing Word-of-Mouth Champion AND 24

25 Word of Mouth Category-specific Word of Mouth: Category-specific identification of who generates buzz : Word-of-Mouth Mavens (Experts) Connectors Salesmen (Maven or Connector or Salesman) I often communicate about this product I speak with many people about this product Concerning this category, I influence people rather then being influenced by them Word-of-Mouth Champion (Maven and Connector and Salesman) 25

26 Word of Mouth - Top 3 categories Gastronomy Travel CD's & music Wom maven connector salesman Wom- Champion % ON BASE: ALL EXECUTIVES (n=1250) 26

27 Word of mouth Connectors mainly More Salesman: Real estate Financial products Utilities More Mavens: Interior & deco Fashion & accessories 27

28 Word of Mouth Multimedia Movies Alcoholic drinks Wom maven connector salesman Wom- Champion % ON BASE: ALL EXECUTIVES (n=1250) 28

29 Word of Mouth segmentation Cars Real estate Interior & decoration Wom maven connector salesman Wom- Champion % ON BASE: ALL EXECUTIVES (n=1250) 29

30 Word of Mouth segmentation Financial products Sports equipment Fashion & accessories Wom maven connector salesman Wom- Champion % ON BASE: ALL EXECUTIVES (n=1250) 30

31 Word of Mouth segmentation Utilities Wellness Body care products Wom maven connector salesman Wom- Champion % ON BASE: ALL EXECUTIVES (n=1250) 31

32 43% are (X)L opinion Leadership across all categories Opinion Leader XL Opinion Leader L Opinion Leader M Opinion Leader S Opinion Leader Non ALL categories MANY categories SOME categories FEW categories NO categories 23% 20% 25% 18% 14% 32

33 The executive Purchasing & decision power An Opinion Leader Word of mouth A Cautious Innovator Segmentation Different usage of social media & devices Media usage digitalisation 33

34 Social logic ( think ) Innovation segmentation What? A typology of consumers based on their attitude towards change and innovation Identification of early adopters and people open to change Usage A non-category-specific segmentation 5 segments, positioned on two axes Selectives Pioneers Cautious Rejectors Shopaholics Market-logic ( do ) 34

35 Early Adopters in theory 35

36 Social logic ( think ) Early Adopters in practice A two axis model Stay Follow Lead Market-logic ( do ) Not interested Me too Leaders 36

37 Innovation segmentation THE SOCIAL LOGIC AXIS: THE MARKET LOGIC AXIS: SEGMENTS I like to pursue a life of challenge, novelty and change (TGI) I am perfectly happy with my standard of living (neg) (TGI) There s little I can do to change my life (neg) (TGI) I like to keep up with the latest fashions (TGI) I buy new products before most of my friends (TGI) I often try new brands and products (shopper typo) I like to try out new food products (TGI) I try to keep up with developments in technology (TGI) PIONEERS top top SELECTIVES top middle + bottom SHOPAHOLICS middle + bottom top CAUTIOUS middle + bottom middle + bottom REJECTORS bottom bottom 37

38 Social logic ( think ) Executives are cautious innovators Selectives Pioneers Cautious Rejectors Shopaholics Market-logic ( do ) 38

39 Social logic ( think ) Executives are cautious innovators Selectives 14% Pioneers 13% Cautious 35% Rejectors 23% Shopaholics 15% Market-logic ( do ) 39

40 Social logic ( think ) Selectives 14% -34 year olds are more Pioneers & Selectives Pioneers 13% Rejectors 23% Cautious 35% year olds are more Shopaholics 15% shopaholics Market-logic ( do ) 40

41 The executive Purchasing & decision power An Opinion Leader Word of mouth A Cautious Innovator Segmentation Different usage of social media & devices Media usage digitalisation 41

42 Has account Usefulness for job LinkedIn 61% (n=760) Facebook 57% (n=709) Google+ 27% (n=336) Very useful Twitter 24% (n=300) Rather useful Not at all useful You tube 18% (n=221) Rather not useful Spotify 16% (n=198) Instagram 9% (n=115) % ON BASE: ALL EXECUTIVES (n=1250) % ON BASE: HAVE AN ACCOUNT 42

43 SOM Typology Engagement in Social Media Developped by TNS Gallup Norway (based on theories from Brian Solis & Forrester Research) 43

44 SOM Typology Based on theories from Brian Solis and Forrester Research, TNS Gallup Norway has developed its own index, which divides the population into four groups according to degree of participation and involvement in social media like Facebook, Twitter, blogs, LinkedIn, Google etc. Most people only watch what other post and comment, some only share what other have produced. Even less people comment, produce and curate content. Engagement in Social Media 44

45 SOM Typology Personal account Number of people who follow you Number of people/companies/brands followed / befriended / liked / connected with Number of tweets sent / written / retweeted, posts liked Frequency of writing about companies / brands / products / services 45

46 SOM Typology We based our SOM-segmentation on a series of questions about Twitter, Facebook and LinkedIn : Personal account Number of people who follow you Number of people followed / befriended / liked / connected with Number of companies/brands/products & services followed / befriended / connected with Number of tweets sent / written / retweeted, posts liked Frequency of writing about companies / brands / products / services : Comments Positive recommendations Negative recommendations Links posted 46

47 The executive is more a follower or curator on social media 10% The curators produce, share, recommend & influence. 19% Opinion leaders. 47% The producers tweet, retweet and link. Many friends & followers. Less opinion leaders. The followers are passive spectators. 24% Non-users rarely or never use Twitter, Facebook or LinkedIn. 47

48 The executive is more a follower or curator on social media this changes by age 10% The curators produce, share, 19% -34 recommend & influence. Opinion leaders. 47% 24% The producers tweet, More Producer & Curator retweet and link. Many friends & followers. Less opinion leaders. The followers are passive spectators More producer Non-users rarely or never use Twitter, Facebook or LinkedIn. 48

49 SOM Typology The curators are the most innovative SOM users. They produce, share, recommend and influence. They are opinion leaders and conscious and critical consumers. They evaluate companies, brands, services and organizations. The producers use social media frequently and actively participate. They tweet, retweet and linking. They have many friends and followers with whom they regularly exchange content (text, photos, videos, comments...). However, they are less involved in recommending and commenting on brands, businesses, services, organizations and consciously influencing public opinion. The followers are just passive spectators. They follow a lot through both channels without actually being active themselves Non-users rarely or never use Twitter, Facebook or LinkedIn. 10% 19% 47% 24% Curators Producers Followers Non-users 49

50 Ownership devices Laptop Regular radio set Smartphone or iphone Regular TV set Tablet or ipad Desktop PC MP3-player WiFi-radio or internet radio Regular cell phone (no smartphone) Smart TV Game console Netbook DAB-radio set Smartwatch % ON BASE: all executives (n=1250) 50

51 Tablets are on the rise 82% own a smarthphone 73% own a tablet 30% own a smart TV 33% wifi/internet radio 1% smart watch 51

52 More digital oriented Higher usage of social media Less tablet & smartphone Less online shopping 52

53 Media use via devices Internet websites Website dailies Radio Television Website magazines Digital dailies (not website) Digital magazines (not website) PC, laptop or netbook Tablet or Ipad Cellphone, smartphone or Iphone Television set Game console Other electronic medium Regular radio set Digital radio set % ON BASE: ALL EXECUTIVES (n=1250) 53

54 Purchasing & decision power An Opinion Leader Word of mouth A Cautious Innovator Segmentation Different usage of social media & devices Media usage digitalisation 54

55 Media consumption in a professional context on an average day Professional usage Dailies Magazines TV Radio Websites % ON BASE: ALL EXECUTIVES (n=1250) 55

56 Professional usefulness of media on an average day rather useful very useful Dailies Magazines TV Radio Websites % ON BASE: ALL EXECUTIVES (n=1250) 56

57 Usage of media for Dailies (incl. websites) Magazines (incl. websites) Radio TV Internet (other websites) None of these Current affairs follow-up Economy follow-up Market follow-up Competitors' activities/plans Personal job opportunities Recruitment of personnel Info on useful goods and services Selection of suppliers Prospection Advertising % ON BASE: ALL EXECUTIVES (n=1250) 57

58 Usage of media for Dailies (incl. websites) Magazines (incl. websites) Radio TV Internet (other websites) None of these Alcoholic drinks Cars CD's and music Movies Financial products Gastronomy Interior and decoration Fashion and accessories Multimedia Utilities Travel Sports Real estate Body care products Wellness % ON BASE: ALL EXECUTIVES (n=1250) 58

59 Media consumption per day part on an average day morning noon evening <6h 6-9h 9-12h 12-14h 14-16h 16-18h 18-20h >20h Dailies Magazines TV Radio Websites % ON BASE: ALL EXECUTIVES (n=1250) 59

60 Executive under the microscope Chosing the appropiate methodology Constantly evolving An insight in the products, services and multi media Measure the audience of the media they consult 60

61 Presentation: Profile-cards: All titles & combinations Only published if AIR = 40 observations or > NOT FOR Dynamisme (paper + digital) Canal Z hbvl.be - lecho.be - lalibre.be - humo.be - parismatch.com - knackweekend.be - levifweekend.be - ccimag.be - managermagazines.be - skynet.be - knackweekend.be + levifweekend.be - netto.be + monargent.be - 7sur7.be 61

62 Total reach DAILIES Universe: Dutch Paper + Digital Web De Standaard De Tijd Het Laatste Nieuws/De Nieuwe Gazet Het Nieuwsblad/De Gentenaar De Morgen Gazet van Antwerpen Het Belang van Limburg Brand 61% Brand 53% Brand 53% Brand 46% Brand 34% Brand 22% 14 9 Brand 15% % ON BASE: ALL EXECUTIVES DUTCH (n=782) 62

63 Average issue readership DAILIES Universe: Dutch Paper + Digital Web De Standaard De Tijd Het Laatste Nieuws/De Nieuwe Gazet Het Nieuwsblad/De Gentenaar De Morgen Gazet van Antwerpen Het Belang van Limburg 23 Brand 32% Brand 27% Brand 32% Brand 28% Brand 16% 8 9 Brand 12% 5 8 Brand 9% 4 % ON BASE: ALL EXECUTIVES DUTCH (n=782) 63

64 Total reach DAILIES Universe: French Paper + Digital Web Le Soir Brand 76% La Libre Belgique Brand 53% La Dernière Heure/Les Sports Brand 49% Sudpresse Brand 45% L' Echo Brand 38% L'Avenir Brand 36% % ON BASE: ALL EXECUTIVES FRENCH (n=468) 64

65 Average issue readership DAILIES Universe: French Paper + Digital Web Le Soir Brand 38% Sudpresse Brand 21% La Libre Belgique Brand 21% La Dernière Heure/Les Sports Brand 23% L'Avenir Brand 17% L' Echo 9 5 Brand 12% % ON BASE: ALL EXECUTIVES FRENCH (n=468) 65

66 Total reach (paper + digital) DAILIES - SATURDAY EDITIONS Universe: Dutch De Standaard 42 De Tijd Het Laatste Nieuws/De Nieuwe Gazet Het Nieuwsblad/De Gentenaar De Morgen 23 Gazet van Antwerpen Het Belang van Limburg % ON BASE: ALL EXECUTIVES DUTCH (n=782) 66

67 Average issue readership (paper + digital) DAILIES - SATURDAY EDITIONS Universe: Dutch INDEX De Standaard De Tijd Het Laatste Nieuws/De Nieuwe Gazet Het Nieuwsblad/De Gentenaar De Morgen Gazet van Antwerpen Het Belang van Limburg % ON BASE: ALL EXECUTIVES DUTCH (n=782) Index = Saturday edition compared to daily Remark: period of reference AIR Saturday editions = week AIR dailies = day 67

68 Total reach (paper + digital) DAILIES - SATURDAY EDITIONS Universe: French Le Soir 45 La Libre Belgique 28 La Dernière Heure/Les Sports 23 L'Avenir 19 Sudpresse 19 L' Echo 16 % ON BASE: ALL EXECUTIVES FRENCH (n=468) 68

69 Average issue readership (paper + digital) DAILIES - SATURDAY EDITIONS Universe: French INDEX Le Soir La Libre Belgique La Dernière Heure/Les Sports Sudpresse L'Avenir L' Echo % ON BASE: ALL EXECUTIVES FRENCH (n=468) Index = Saturday edition compared to daily Remark: period of reference AIR Saturday editions = week AIR dailies = day 69

70 Total reach SUPPLEMENTS OF DAILIES Universe: Dutch Paper + Digital Web De Standaard Magazine 37 De Standaard Weekblad 33 DM Magazine 24 Het Nieuwsblad Magazine 23 Netto + Mon Argent 19 7 Brand 22% Citta 8 Sjiek 7 % ON BASE: ALL EXECUTIVES DUTCH (n=782) 70

71 Average issue readership SUPPLEMENTS OF DAILIES Universe: Dutch Paper + Digital Web De Standaard Magazine De Standaard Weekblad Het Nieuwsblad Magazine DM Magazine Netto + Mon Argent 13 5 Brand 15% Sjiek 6 Citta 6 % ON BASE: ALL EXECUTIVES DUTCH (n=782) 71

72 Total reach SUPPLEMENTS OF DAILIES Combinations Paper + Digital Web Netto + Mon Argent 17 6 Brand 19% Sabato NL+FR 17 % ON BASE: ALL EXECUTIVES (n=1250) 72

73 Average issue readership SUPPLEMENTS OF DAILIES Combinations Paper + Digital Web Sabato NL+FR 13 Netto + Mon Argent 10 4 Brand 12% % ON BASE: ALL EXECUTIVES (n=1250) 73

74 Total reach WEEKLIES Universe: Dutch Paper + Digital Web Knack Brand 44% Knack Weekend 34 7 Brand 35% Humo 30 8 Brand 31% % ON BASE: ALL EXECUTIVES DUTCH (n=782) 74

75 Average issue readership WEEKLIES Universe: Dutch Paper + Digital Web Knack 24 9 Brand 28% Knack Weekend 21 4 Brand 22% Humo 18 4 Brand 19% % ON BASE: ALL EXECUTIVES DUTCH (n=782) 75

76 Total reach WEEKLIES Universe: French Paper + Digital Web Le Vif / L'Express Brand 59% Vif Weekend 34 6 Brand 35% Paris Match 24 3 Brand 26% % ON BASE: ALL EXECUTIVES FRENCH (n=468) 76

77 Average issue readership WEEKLIES Universe: French Paper + Digital Web Le Vif / L'Express Brand 34% Vif Weekend 21 1 Brand 21% Paris Match 8 1 Brand 8% % ON BASE: ALL EXECUTIVES FRENCH (n=468) 77

78 Total reach WEEKLIES Combinations Paper + Digital Web Knack + Le Vif Brand 51% Trends - Trends/Tendances Brand 45% Knack WE + Vif WE 35 7 Brand 36% % ON BASE: ALL EXECUTIVES (n=1250) 78

79 Average issue readership WEEKLIES Combinations Paper + Digital Web Knack + Le Vif Brand 31% Trends - Trends/Tendances 22 8 Brand 26% Knack WE + Vif WE 21 3 Brand 22% % ON BASE: ALL EXECUTIVES (n=1250) 79

80 Bi-monthlies Monthlies Total reach OTHER MAGAZINES Paper + Digital Web Voka Tribune 19 Ondernemen 11 Manager (magazines) 25 5 Brand 26% % ON BASE: ALL EXECUTIVES DUTCH (n=782) Dynamisme 5 % ON BASE: ALL EXECUTIVES FRENCH (n=468) Trends Style - Trends/Tendances 15 % ON BASE: ALL EXECUTIVES (n=1250) 80

81 Bi-monthlies Monthlies Average issue readership OTHER MAGAZINES Paper + Digital Web Voka Tribune 17 Ondernemen 10 Manager (magazines) 23 4 Brand 24% % ON BASE: ALL EXECUTIVES DUTCH (n=782) Dynamisme 5 % ON BASE: ALL EXECUTIVES FRENCH (n=468) Trends Style - Trends/Tendances 14 % ON BASE: ALL EXECUTIVES (n=1250) 81

82 Fortnighlies Monthlies Total reach OTHER MAGAZINES Combinations Paper + Digital Web Voka nl + Voka Tribune Brand 47% Voka nl Brand 45% % ON BASE: ALL EXECUTIVES DUTCH (n=782) CCI Wallonie 22 7 Brand 24% % ON BASE: ALL EXECUTIVES FRENCH (n=468) Data News NL+FR 10 6 Brand 12% % ON BASE: ALL EXECUTIVES (n=1250) 82

83 Fortnighlies Monthlies Average issue readership OTHER MAGAZINES Combinations Voka nl + Voka Tribune Voka nl Paper + Digital Web Brand 44% Brand 41% % ON BASE: ALL EXECUTIVES DUTCH (n=782) CCI Wallonie 20 4 Brand 21% % ON BASE: ALL EXECUTIVES FRENCH (n=468) Data News NL+FR 7 5 Brand 9% % ON BASE: ALL EXECUTIVES (n=1250) 83

84 Radio TV Total reach AUDIOVISUAL Kanaal Z + Canal Z 38 % ON BASE: ALL EXECUTIVES (n=1250) Radio 1 66 Studio Brussel 49 Q-music 30 Joe FM 21 % ON BASE: ALL EXECUTIVES DUTCH (n=782) 84

85 Radio TV Audience Last Period AUDIOVISUAL Kanaal Z + Canal Z 5 % ON BASE: ALL EXECUTIVES (n=1250) Radio 1 51 Studio Brussel 30 Q-music 16 Joe FM 10 % ON BASE: ALL EXECUTIVES DUTCH (n=782) 85

86 Total reach WEBSITES Universe: Dutch destandaard.be hln.be tijd.be nieuwsblad.be voka.be demorgen.be knack.be gva.be hbvl.be humo.be knackweekend.be managermagazines.be % ON BASE: ALL EXECUTIVES DUTCH (n=782) 86

87 Weeklies Dailies Audience last period WEBSITES Universe: Dutch hln.be destandaard.be nieuwsblad.be tijd.be demorgen.be Month Week Day gva.be hbvl.be 46 9 knack.be humo.be 4 8 knackweekend.be 4 6 Monthlies voka.be Bi-monthlies managermagazines.be 4 (AIR on base P2M) % ON BASE: ALL EXECUTIVES DUTCH (n=782) 87

88 Total reach WEBSITES Universe: French lesoir.be lalibre.be dhnet.be sudpresse.be 7sur7.be lavenir.net levif.be lecho.be ccimag.be levifweekend.be parismatch.com % ON BASE: ALL EXECUTIVES FRENCH (n=468) 88

89 Weeklies Dailies Audience last period WEBSITES Universe: French lesoir.be dhnet.be Month lalibre.be Week lavenir.net Day 7sur7.be sudpresse.be lecho.be levif.be levifweekend.be 5 parismatch.com 2 Monthlies ccimag.be 3 4 % ON BASE: ALL EXECUTIVES FRENCH (n=468) 89

90 Total reach WEBSITES Combinations hln.be + 7sur7.be 33 tijd.be + lecho.be 24 knack.be + levif.be trends.be + trends/tendances.be skynet.be knackweekend+levifweekend.be datanews.be netto.be + monargent.be % ON BASE: ALL EXECUTIVES (n=1250) 90

91 Weeklies Dailies Audience last period WEBSITES Combinations hln.be + 7sur7.be tijd.be + lecho.be knack.be + levif.be trends.be + tr/tendances.be 8 13 Month netto.be + monargent.be knackweekend.be + levifweekend.be Week Day 2 weeklies datanews.be 5 (AIR on base P2W) skynet.be % ON BASE: ALL EXECUTIVES (n=1250) 91

92 Purchasing & decision power An Opinion Leader Word of mouth A Cautious Innovator Segmentation Different usage of social & digital media In summary Media usage digitalisation 92

93 Access to the survey Fiches Galileo Sesame 93

94 Terms of access Access to the survey Communication and media buying agencies (mediaplanners) can use this survey for any analysis and recommendation towards their clients. Media and sales houses that are not subscribing the survey, are not allowed to use the data. WEBSITE Introduction and methodology Profile-cards if AIR = 40 or more observations Questionnaire Any advertiser, with exclusion of nonsubscribing media or sales houses, is allowed to use survey results for internal purposes. MEDIAPLANNING-SOFTWARE: Galileo Sesame 94

95