Executives Survey 2015. Market Presentation 26th of March

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

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

Universe Definition An executive = the PRP within the company Base Definition executive and number of executives based on universe survey 5 employees 25.000 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

Universe Definition Definition executive and number of executives based on universe survey (2011 and 2006-2007) An executive = the PRP within the company managing more than 5 employees responsible for amounts over 25.000 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 2012 2015 192.920 191.633-1% 5

Number of executives decreases with 1% Executives 2012 192.920-1% 2015 191.633 Update of the universe based on RSZ data from 2014 Q2 6

Evolution of universe GENDER (2012) 71 (76) (24) 29 AGE 55-64 20% 45-54 40% 65+ 1% (2012) < 25 1% 25-34 12% (31) 35-44 26% EDUCATION PROVINCE Primary Lower secondary Higher secondary Lower vocational Higher vocational Higher non-university University Post-university (1) 0 1 1 (7) 7 9 (2012) 2015 35 47 28 Antwerpen Vlaams Brabant Brussels West-Vlaanderen Oost-Vlaanderen Limburg Brabant Wallon Hainaut Namur Luxembourg Liège 1 6 5 6 4 7 (10) (14) 12 10 13 17 19 (2012) 2015 % ON BASE: ALL EXECUTIVES 2012 (n=1269) 2015 (n=1250) 7

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) 1 0 5 4 (7) (32) 39 51 (2012) 2015 (2012) (37) yes 33% RESPONSIBLE OVER PEOPLE (4) (23) 17 5 (12) 11 (24) 26 (21) 23 (7) (2012) 2015 8 (10) None 1-5 6-9 10-20 21-50 51-99 100+ 9 MAIN FUNCTION General management Human resources Commercial Finance/accounting Technical/production ICT Administrative Buying Sales Marketing Logistics other 6 6 4 2 3 0 (2) 1 6 1 6 (1) (9) (10) 14 (2012) 2015 52 % ON BASE: ALL EXECUTIVES 2012 (n=1269) 2015 (n=1250) 8

Evolution of universe Company SECTOR (NACE) PROVINCE NACE 1+2+3 Mining, industry (2012) 2015 20 Antwerpen Vlaams Brabant Brussels (12) 16 15 26 NACE 4 Construction NACE 5 Trade 8 24 West-Vlaanderen Oost-Vlaanderen Limburg 6 10 10 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

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 2014 1.250 interviews (1 out 153 executives) 43 minutes Disproportional quotas to company size Weighting: Nielsen x Nace x Company size 11

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

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

Comparison with media results from previous editions is not possible. 2015 Brand total reach declared by the respondent 2012 Brand total reach results of 3 questions 14

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. 2015 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). 2012 Brand total reach = composition of the results of 3 questions: readership of paper version + digital version + website 15

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

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 62 61 59 57 57 56 54 54 53 53 53 80 79 18

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 3.000 19

Financial products Retirement saving plan 86 Life insurance 79 Obligations Branch 21, branch 23 Credit card company 39 38 38 SICAV/SICAF Investment funds 32 Real estate investment Euronext or other foreign shares 27 26 Stock account Stock options company Calls/futures/Warrants 7 8 10 % ON BASE: ALL EXECUTIVES 2012 (n=1269) 2015 (n=1250) 20

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

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

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

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

Word of Mouth - Top 3 categories Gastronomy Travel CD's & music Wom 49 46 36 maven 36 29 22 connector 41 35 26 salesman 28 26 17 Wom- Champion 12 8 5 % ON BASE: ALL EXECUTIVES (n=1250) 26

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

Word of Mouth Multimedia Movies Alcoholic drinks Wom 32 32 29 maven 15 17 15 connector 24 23 22 salesman 16 14 14 Wom- Champion 4 4 3 % ON BASE: ALL EXECUTIVES (n=1250) 28

Word of Mouth segmentation Cars Real estate Interior & decoration Wom 28 28 27 maven 17 12 17 connector 21 13 16 salesman 19 19 15 Wom- Champion 6 3 4 % ON BASE: ALL EXECUTIVES (n=1250) 29

Word of Mouth segmentation Financial products Sports equipment Fashion & accessories Wom 27 23 22 maven 12 13 15 connector 13 17 14 salesman 20 15 11 Wom- Champion 4 5 4 % ON BASE: ALL EXECUTIVES (n=1250) 30

Word of Mouth segmentation Utilities Wellness Body care products Wom 21 14 11 maven 7 6 5 connector 8 9 7 salesman 14 9 6 Wom- Champion 1 2 1 % ON BASE: ALL EXECUTIVES (n=1250) 31

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

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

Early Adopters in theory 35

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

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

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

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

Social logic ( think ) Selectives 14% -34 year olds are more Pioneers & Selectives Pioneers 13% Rejectors 23% Cautious 35% 35-44 year olds are more Shopaholics 15% shopaholics Market-logic ( do ) 40

Has account Usefulness for job LinkedIn 61% (n=760) 21 166 32 46 78 Facebook 57% (n=709) 64 23 41 12 24 36 Google+ 27% (n=336) 60 28 31 14 26 40 Very useful Twitter 24% (n=300) 41 20 21 21 37 59 Rather useful Not at all useful You tube 18% (n=221) 64 21 43 8 28 36 Rather not useful Spotify 16% (n=198) 88 21 67 39 12 Instagram 9% (n=115) 63 22 41 13 24 37 % ON BASE: ALL EXECUTIVES (n=1250) % ON BASE: HAVE AN ACCOUNT 42

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

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

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

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

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

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. 35 44 More producer Non-users rarely or never use Twitter, Facebook or LinkedIn. 48

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

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 1 9 12 22 37 33 30 30 73 70 90 83 82 80 % ON BASE: all executives (n=1250) 50

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

-34 55+ More digital oriented Higher usage of social media Less tablet & smartphone Less online shopping 52

Media use via devices Internet websites Website dailies Radio Television Website magazines Digital dailies (not website) Digital magazines (not website) 98 78 26 18 52 29 23 68 53 10 21 33 28 17 68 47 12 7 21 19 10 6 9 17 89 2 3 1 2 2 1 1 1 2 2 1 1 1 1 1 97 20 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

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

Media consumption in a professional context on an average day 76 77 Professional usage 90 46 41 Dailies Magazines TV Radio Websites % ON BASE: ALL EXECUTIVES (n=1250) 55

Professional usefulness of media on an average day 81 78 91 47 49 58 55 41 rather useful 47 41 very useful 50 34 29 11 14 Dailies Magazines TV Radio Websites % ON BASE: ALL EXECUTIVES (n=1250) 56

Usage of media for Dailies (incl. websites) Magazines (incl. websites) Radio TV Internet (other websites) None of these Current affairs follow-up 76 35 69 72 52 1 Economy follow-up 72 44 43 51 48 3 Market follow-up 39 51 17 18 71 8 Competitors' activities/plans 26 32 9 8 61 24 Personal job opportunities 11 5 1 0 39 55 Recruitment of personnel 20 13 2 1 59 34 Info on useful goods and services 13 32 4 4 79 13 Selection of suppliers 4 12 0 0 62 35 Prospection 13 21 5 4 51 42 Advertising 27 36 13 11 46 34 % ON BASE: ALL EXECUTIVES (n=1250) 57

Usage of media for Dailies (incl. websites) Magazines (incl. websites) Radio TV Internet (other websites) None of these Alcoholic drinks 13 18 4 9 25 56 Cars 17 29 5 14 54 28 CD's and music 17 23 44 19 48 20 Movies 27 25 19 30 51 18 Financial products 28 29 6 8 51 25 Gastronomy 26 43 9 20 61 16 Interior and decoration 18 46 4 15 46 24 Fashion and accessories 17 38 4 15 38 34 Multimedia 18 27 7 12 65 21 Utilities 13 15 4 6 53 35 Travel 22 40 6 17 79 8 Sports 8 19 3 7 44 45 Real estate 20 21 3 5 64 24 Body care products 7 22 3 8 27 55 Wellness 8 19 3 7 39 47 % ON BASE: ALL EXECUTIVES (n=1250) 58

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 1 36 19 22 6 5 19 22 Magazines 10 17 14 16 10 20 29 TV 3 1 1 2 2 28 84 Radio 4 77 29 22 21 34 49 10 Websites 1 30 68 49 61 52 42 39 % ON BASE: ALL EXECUTIVES (n=1250) 59

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

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 54 47 44 36 27 35 Brand 61% Brand 53% Brand 53% 40 27 Brand 46% 30 21 Brand 34% 20 12 Brand 22% 14 9 Brand 15% % ON BASE: ALL EXECUTIVES DUTCH (n=782) 62

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% 18 21 Brand 27% 11 21 Brand 32% 20 20 Brand 28% 15 12 Brand 16% 8 9 Brand 12% 5 8 Brand 9% 4 % ON BASE: ALL EXECUTIVES DUTCH (n=782) 63

Total reach DAILIES Universe: French Paper + Digital Web Le Soir 68 45 Brand 76% La Libre Belgique 47 33 Brand 53% La Dernière Heure/Les Sports 37 32 Brand 49% Sudpresse 36 28 Brand 45% L' Echo 34 17 Brand 38% L'Avenir 31 22 Brand 36% % ON BASE: ALL EXECUTIVES FRENCH (n=468) 64

Average issue readership DAILIES Universe: French Paper + Digital Web Le Soir 25 22 Brand 38% Sudpresse 15 10 Brand 21% La Libre Belgique 14 13 Brand 21% La Dernière Heure/Les Sports 12 15 Brand 23% L'Avenir 11 10 Brand 17% L' Echo 9 5 Brand 12% % ON BASE: ALL EXECUTIVES FRENCH (n=468) 65

Total reach (paper + digital) DAILIES - SATURDAY EDITIONS Universe: Dutch De Standaard 42 De Tijd Het Laatste Nieuws/De Nieuwe Gazet Het Nieuwsblad/De Gentenaar 34 33 32 De Morgen 23 Gazet van Antwerpen Het Belang van Limburg 11 14 % ON BASE: ALL EXECUTIVES DUTCH (n=782) 66

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 31 29 27 25 136 135 132 122 De Morgen 17 140 Gazet van Antwerpen Het Belang van Limburg 11 10 124 130 % 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

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

Average issue readership (paper + digital) DAILIES - SATURDAY EDITIONS Universe: French INDEX Le Soir 34 134 La Libre Belgique 19 138 La Dernière Heure/Les Sports 18 151 Sudpresse 15 102 L'Avenir 15 140 L' Echo 12 133 % 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

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

Average issue readership SUPPLEMENTS OF DAILIES Universe: Dutch Paper + Digital Web De Standaard Magazine De Standaard Weekblad Het Nieuwsblad Magazine DM Magazine 26 25 19 16 Netto + Mon Argent 13 5 Brand 15% Sjiek 6 Citta 6 % ON BASE: ALL EXECUTIVES DUTCH (n=782) 71

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

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

Total reach WEEKLIES Universe: Dutch Paper + Digital Web Knack 41 13 Brand 44% Knack Weekend 34 7 Brand 35% Humo 30 8 Brand 31% % ON BASE: ALL EXECUTIVES DUTCH (n=782) 74

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

Total reach WEEKLIES Universe: French Paper + Digital Web Le Vif / L'Express 52 21 Brand 59% Vif Weekend 34 6 Brand 35% Paris Match 24 3 Brand 26% % ON BASE: ALL EXECUTIVES FRENCH (n=468) 76

Average issue readership WEEKLIES Universe: French Paper + Digital Web Le Vif / L'Express 28 11 Brand 34% Vif Weekend 21 1 Brand 21% Paris Match 8 1 Brand 8% % ON BASE: ALL EXECUTIVES FRENCH (n=468) 77

Total reach WEEKLIES Combinations Paper + Digital Web Knack + Le Vif 46 17 Brand 51% Trends - Trends/Tendances 41 15 Brand 45% Knack WE + Vif WE 35 7 Brand 36% % ON BASE: ALL EXECUTIVES (n=1250) 78

Average issue readership WEEKLIES Combinations Paper + Digital Web Knack + Le Vif 26 10 Brand 31% Trends - Trends/Tendances 22 8 Brand 26% Knack WE + Vif WE 21 3 Brand 22% % ON BASE: ALL EXECUTIVES (n=1250) 79

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

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

Fortnighlies Monthlies Total reach OTHER MAGAZINES Combinations Paper + Digital Web Voka nl + Voka Tribune 43 22 Brand 47% Voka nl 41 22 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

Fortnighlies Monthlies Average issue readership OTHER MAGAZINES Combinations Voka nl + Voka Tribune Voka nl Paper + Digital Web 40 20 Brand 44% 37 20 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

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

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

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 13 12 9 8 7 5 27 27 22 21 36 35 % ON BASE: ALL EXECUTIVES DUTCH (n=782) 86

Weeklies Dailies Audience last period WEBSITES Universe: Dutch hln.be 20 29 32 destandaard.be nieuwsblad.be tijd.be demorgen.be 18 30 15 24 27 11 22 26 8 17 20 34 Month Week Day gva.be 5 9 11 hbvl.be 46 9 knack.be 2 9 12 humo.be 4 8 knackweekend.be 4 6 Monthlies voka.be 1 9 20 Bi-monthlies managermagazines.be 4 (AIR on base P2M) % ON BASE: ALL EXECUTIVES DUTCH (n=782) 87

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 3 7 6 33 32 28 24 22 21 17 45 % ON BASE: ALL EXECUTIVES FRENCH (n=468) 88

Weeklies Dailies Audience last period WEBSITES Universe: French lesoir.be 22 36 42 dhnet.be 15 26 31 Month lalibre.be 13 25 30 Week lavenir.net 10 17 20 Day 7sur7.be 10 16 21 sudpresse.be 10 18 25 lecho.be 5 12 15 levif.be 4 11 18 levifweekend.be 5 parismatch.com 2 Monthlies ccimag.be 3 4 % ON BASE: ALL EXECUTIVES FRENCH (n=468) 89

Total reach WEBSITES Combinations hln.be + 7sur7.be 33 tijd.be + lecho.be 24 knack.be + levif.be trends.be + trends/tendances.be 17 15 skynet.be knackweekend+levifweekend.be datanews.be netto.be + monargent.be 9 7 6 6 % ON BASE: ALL EXECUTIVES (n=1250) 90

Weeklies Dailies Audience last period WEBSITES Combinations hln.be + 7sur7.be 17 25 30 tijd.be + lecho.be 9 19 23 knack.be + levif.be 3 10 15 trends.be + tr/tendances.be 8 13 Month netto.be + monargent.be knackweekend.be + levifweekend.be 4 3 6 6 Week Day 2 weeklies datanews.be 5 (AIR on base P2W) skynet.be 2 6 8 % ON BASE: ALL EXECUTIVES (n=1250) 91

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

Access to the survey www.kaderledenstudie.be www.cadresetdirigeants.be Fiches Galileo Sesame 93

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 www.kaderledenstudie.be www.cadresetdirigeants.be 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