Media Scene Belgium Publicitas Research July 2015 Media Scene Belgium July 2015 Slide 1
Key Figures and Media Overview Media Scene Belgium July 2015 Slide 2
Belgium in Figures Population and Economic Data Population in Belgium (millions) 15 10 10,6 10,7 10,7 10,8 10,8 5 0 2008 2009 2010 2011 2012 Gross Domestic Product per capita ( 000s) at current prices Consumer Price Index (2012 =100) Ad Spend as a % of GDP Advertising Expenditure Growth (%) at current prices 35.0 +2.6% 0.95% 0.6% Media Scene Belgium July 2015 Slide 3 Source: Zenith Optimedia, Western Europe Market und Mediafact, 2013
Belgium in Figures Age & Spoken Language Gender/ Age Male % Female % Total (000s) 48.8 51.2 12-14 years 4.0 3.7 368 15-24 years 14.4 13.3 1 326 25-34 years 15.3 14.5 1 428 35-44 years 16.2 15.1 1 498 45-54 years 17.5 16.3 1 618 55-64 years 14.6 14.2 1 381 65+ years 18.0 22.8 1 958 Total (000 s) 4 671 4 905 9 576 56.5 % 43.5 % Dutch French German Sources: CIM 2015 / Wikipedia 2015 Media Scene Belgium July 2015 Slide 4
Media Ad Spending in Belgium 2014 vs. 2013 Media 2013 ( ) 2014 ( ) Ratio Y 1 (%) Daily Press 802 621 422 824 822 836 2.77 Free Sheets 124 428 051 110 753 422-10.99 Magazines 258 047 434 256 520 573-0.59 TV (National) 1 416 455 329 1 424 346 295 0.56 TV (Local & Thematic Network) 43 274 014 25 995 982-39.93 Cinema 37 696 340 37 833 155 0.36 Radio 484 656 762 521 960 059 7.7 Outdoor 313 680 685 324 642 141 3.49 Internet 223 600 621 226 541 038 1.32 Mobile Internet - 4 981 846 n/a Total Spendings 3 704 460 658 3 758 397 347 1.46 Media Scene Belgium July 2015 Slide 5 Source: MediaSpecs BVBA, Nielsen 2013/2014
Top 20 Advertisers Spendings (May 2015 vs. 2014) Rank YTD 2015 2014 ( 000s) YTD 2014 ( 000s) YTD 2015 ( 000s) Evolution (Index) 1 D IETEREN GROUP 64 582 32 187 36 109 112 2 RECKITT & BENCKISER 61 883 30 376 33 697 111 3 UNILEVER 74 808 29 146 31 168 107 4 PROCTER & GAMBLE BENELUX 80 946 30 419 31 133 102 5 PROXIMUS GROUP 70 731 24 348 22 498 92 6 COCA-COLA BELGIUM-LUXEMBOURG 61 184 22 116 20 063 91 7 MEDIAHUIS 45 830 16 077 19 362 120 8 RENAULT-NISSAN ALLIANCE 39 041 17 752 18 397 104 9 PSA PEUGEOT CITROËN 57 924 24 553 18 258 74 10 COLRUYT GROUP 50 544 15 379 17 617 115 11 MEDIALAAN (ex. VLAAMSE MEDIA MAATSCHAPPIJ) 45 916 20 760 16 911 81 12 DE PERSGROEP 41 852 18 416 16 458 89 13 L OREAL GROUP 47 701 16 618 15 475 93 14 ING GROEP 28 636 14 523 14 156 97 15 ROULARTA MEDIA GROUP 33 692 15 100 13 623 90 16 MONDELEZ INTERNATIONAL 29 936 16 570 12 730 77 17 NESTLE GROUP 24 148 9 399 11 842 126 18 FRANCE TELECOM 34 896 15 657 11 282 72 19 DANONE GROUP 22 539 10 097 11 280 112 20 DAIMLER BENZ GROUP 32 584 12 236 11 243 92 Media Scene Belgium July 2015 Slide 6 Source: Nielsen May 2015
Print Media Scene Belgium July 2015 Slide 7
Print Daily Newspapers Nord (Dutch Language) Name City Circulation Readers Basic Readers Business Executives General Interest Paid Daily Newspapers HET LAATSTE NIEUWS BRUSSELS 280 735 copies (print+digital-paid) 1 019 900 27 100 HET NIEUWSBLAD BRUSSELS 252 915 copies (print+digital-paid) 943 800 26 000 DE STANDAARD DS BRUSSELS 101 144 copies (print+digital-paid) 314 500 28 600 HET BELANG VAN LIMBURG HASSELT 95 113 copies (print+digital-paid) 360 200 9 600 GAZET VAN ANTWERPEN ANTWERP 92 555 copies (print+digital-paid) 342 000 11 400 DE MORGEN BRUSSELS 53 702 copies (print+digital-paid) 223 800 16 700 Business & Financial Dailies DE TIJD BRUSSELS 40 336 copies (print+digital-paid) 104 300 27 000 Free Dailies for Commuters METRO BRUSSELS 102 997 copies (free) 371 300 N/A Sources: Circulation: CIM 2014 Q2-2015 Q1: Readers Basic: CIM 2013/2014 (2) Business Executives: Cadres et Dirigeants 2015 Media Scene Belgium July 2015 Slide 8
Print Daily Newspapers Sud (French Language) Name City Circulation Readers Basic Readers Business Executives General Interest Paid Daily Newspapers SUD PRESSE* NAMUR/NAMEN 95 176 copies (print+digital-paid) 533 700 11 500 L'AVENIR** NAMUR/NAMEN 83 737 copies (print+digital-paid) 437 000 800 LE SOIR BRUSSELS 69 383 copies (print+digital-paid) 363 000 2 100 DH LES SPORTS BRUSSELS 46 948 copies (print+digital-paid) 326 900 9 100 LA LIBRE BELGIQUE BRUSSELS 37 001 copies (print+digital-paid) 153 800 10 600 Business & Financial Dailies L'ECHO BRUSSELS 15 914 copies (print+digital-paid) 54 700 7 200 Free Dailies for Commuters METRO BRUSSELS 96 995 copies (free) 460 800 N/A *Includes local editions of: La Meuse, La Capitale, La Nouvelle Gazette, La Province, Nord Eclair. Editorial content is the same, only front page and local pages are different. **Includes 9 regional editions of L'Avenir. Editorial content is the same, only front page and local pages are different. Sources: Circulation: CIM 2014 Q2-2015 Q1: Readers Basic: CIM 2013/2014 (2) Business Executives: Cadres et Dirigeants 2015 Media Scene Belgium July 2015 Slide 9
Print Daily Newspaper German Language Name City Circulation Readers Basic Readers Business Executives General Interest Daily GRENZ-ECHO EUPEN 9 018 copies (print+digital-paid) N/A N/A Sources: Circulation: CIM 2014 Q2-2015 Q1: Readers Basic: CIM 2013/2014 (2) Business Executives: Cadres et Dirigeants 2015 Media Scene Belgium July 2015 Slide 10
Print Consumer Magazines Nord (Dutch Language) Name City Editorial Content Circulation 1) Readers Basic Readers Business Executives Frequency DAG ALLEMAAL ANTWERP TV, Radio, Cable (Guide) 298 114 1 357 800 n/a weekly KERK EN LEVEN ANTWERP Religious - Roman Catholic 255 973 577 100 n/a weekly LIBELLE ANTWERP Women's (General) 197 408 915 100 n/a weekly TEVE-BLAD ANTWERP TV, Radio, Cable (Guide) 181 736 307 300 n/a weekly TV GIDS PRIMO ANTWERP TV, Radio, Cable (Guide) 116 024 262 700 n/a weekly HUMO ANTWERP TV, Radio, Cable (Guide) 112 109 577 000 24 100 weekly KNACK BRUSSELS News - Newsmagazines 100 663 466 900 35 700 weekly STORY/STORYWOOD ANTWERP Women's (Celebrities) 97 239 577 000 n/a weekly TV FAMILIE ANTWERP Women's (Celebrities) 76 240 321 300 n/a weekly GOED GEVOEL SCHELLE Women's (Health, Beauty) 69 370 469 600 n/a monthly 1) copies (total measure. circ.) Note: These charts include only single language publications audited by CIM and don t include combined editions or/and newspaper's supplements/magazines and customers/associations titles Sources: Circulation: CIM 2014 Q2-2015 Q1: Readers Basic: CIM 2013/2014 (2) Business Executives: Cadres et Dirigeants 2015 Media Scene Belgium July 2015 Slide 11
Print Consumer Magazines Sud (French Language) Name City Editorial Content Circulation 1) Readers Basic Readers Business Executives Frequency CINE TELE REVUE BRUSSELS TV, Radio, Cable (Guide) 234 378 1 266 900 n/a weekly TELEPRO LIEGE/LUIK TV, Radio, Cable (Guide) 112 862 421 000 n/a weekly FEMMES D'AUJOURD'HUI ANTWERP Women's (General) 83 970 505 100 n/a weekly TELE STAR BRUSSELS TV, Radio, Cable (Guide) 63 601 364 600 n/a weekly LE VIF/L'EXPRESS BRUSSELS News - Newsmagazines 63 592 382 00 25 400 weekly MOUSTIQUE ANTWERP General Interest 61 922 282 200 n/a weekly LE SOIR MAGAZINE BRUSSELS News Newsmagazines 55 150 342 100 n/a weekly TOP SANTE BRUSSELS Women's (Health, Beauty) 43 751 549 400 n/a weekly PARIS MATCH BRUSSELS News - General/Pictorials 41 888 372 700 6 600 weekly TELE POCKET ANTWERP TV, Radio, Cable (Guide) 31 917 101 700 n/a weekly 1) copies (total measure. circ.) Note: These charts include only single language publications audited by CIM and don t include combined editions or/and newspaper's supplements/magazines and customers/associations titles Sources: Circulation: CIM 2014 Q2-2015 Q1: Readers Basic: CIM 2013/2014 (2) Business executives: Cadres et Dirigeants 2015 Media Scene Belgium July 2015 Slide 12
Print Business Elite Survey # Publications Audience Reach 1 De Tijd (BELG) 3 140 38.7 2 De Standaard (BELG) 2 983 36.7 3 Trends-Tendances (BELG) 2 961 36.5 4 Knack (BELG) 2 211 27.2 5 DM (De Morgen) (BELG) 1 889 23.3 6 Le Soir (BELG) 1 661 20.5 7 Le Vif/L'Express (BELG) 1 557 19.2 8 L' Echo (BELG) 1 495 18.4 9 La Libre Belgique (BELG) 1 446 17.8 10 The Economist (ALL) 1 318 16.2 11 Financial Times (ALL) 1 108 13.7 12 Time (ALL) 1 095 13.5 13 PME/KMO (BELG) 1 086 13.4 14 Harvard Business Review (ALL) 885 10.9 15 Bloomberg Markets (ALL) 712 8.8 16 Fortune (ALL) 584 7.2 17 Newsweek (2014 data only) (ALL) 544 6.7 18 Bloomberg Businessweek (ALL) 513 6.3 19 Euromoney (ALL) 432 5.3 20 The Wall Street Journal (ALL) 432 5.3 Media Scene Belgium July 2015 Slide 13 Source: BE Europe, Country of Residence Belgium, Audience 8 118
Print Top 10 Advertisers 2014 # Advertiser ( 000s) 1 COLRUYT 20 887 2 D IETEREN AUTO 16 697 3 SPAR RETAIL 14 514 4 PROXIMUS 14 164 5 LIDL & CO 12 001 6 ALDI 10 742 7 BMW BELGIUM 10 636 8 MEDIAMARKT BELGIUM 10 083 9 MOBISTAR 9 539 10 TELENET OPERATIES 7 992 Media Scene Belgium July 2015 Slide 14 Source: UBA and Mediauis
TV Media Scene Belgium July 2015 Slide 15
TV Channels Nord # Channel Market Share (total population/ whole day) Day Time Target Group 1 EEN 28.73 All Day 18 54 2 VTM 19.84 17.00 24.00 18 54 3 CANVAS 8.92 All Day 18 54 4 VIER 7.74 17.00 24.00 18 54 5 2BE 4.89 17.00 24.00 18 44 6 VITAYA 4.73 All Day Women 18-54 7 VIJF 3.64 17.00 24.00 Women 20-49 8 OP12 2.05 06.00 20.00 4 12 9 DISCOVERY CHANNEL 1.33 All Day Men 18-44 10 NICKELODEON (NL) 0.94 06.00 20.00 4 14 11 NATIONAL GEOGRAPHIC (NL) 0.82 All Day 18-54 12 DISNEY CHANNEL 0.77 All Day 4 14 13 NICK JR 0.77 06.00 20.00 4 9 14 VTMKZOOM 0.65 06.00 20.00 4-14 15 ACHT 0.58 All Day 18-44 Media Scene Belgium July 2015 Slide 16 Source: CIM TV Sud/Nord, 2014 GfK Belgium NV
TV Channels - Sud # Channel Market Share (total population/ whole day) Day Time Target Group 1 RTL-TVI 18.69 All Day 18 54 2 La Une 15.33 All Day 18 54 3 La Deux 5.46 All Day 18 54 4 AB 3 4.71 All Day 18 44 5 Club RTL 3.77 All Day Men 18 54 6 Plug RTL 2.25 All Day 15 34 7 NICKELODEON (FR) 1.75 06.00 20.00 4 14 8 DISNEY CHANNEL (FR) 0.98 06.00 20.00 4 14 9 NATIONAL GEOGRAPHIC (FR) 0.85 All Day 18 54 11 MTV (FR) 0.66 All Day 15 34 10 BE1 0.29 All Day 18 54 Media Scene Belgium July 2015 Slide 17 Source: CIM TV Sud/Nord, 2014 GfK Belgium NV
TV Business Elite Survey # Channel Audience Reach 1 een (BELG) 5 309 65.4 2 VTM (BELG) 3 841 47.3 3 RTBF1 (BELG) 2 971 36.6 4 RTL/ TVi (BELG) 2 508 30.9 5 Kanaal Z/Canal Z (BELG) 2 261 27.9 6 National Geographic Channel (ALL) 1 548 19.1 7 Discovery Channel (ALL) 1 307 16.1 8 BBC World News (ALL) 1 144 14.1 9 Eurosport (ALL) 1 122 13.8 10 Euronews (ALL) 941 11.6 11 CNN (ALL) 698 8.6 12 CNBC (ALL) 411 5.1 13 France 24 (ALL) 387 4.8 14 Sky News (ALL) 365 4.5 15 Bloomberg TV (ALL) 348 4.3 16 Al Jazeera English (ALL) 268 3.3 Media Scene Belgium July 2015 Slide 18 Source: BE Europe, Country of Residence Belgium, Audience 8 118
Web Media Scene Belgium July 2015 Slide 19
Online Top Online Sites June 2015 # Name Visits Page Views Category 1 HLN.be 54 740 380 215 695 166 Newspaper 2 Nieuwsblad 41 563 868 153 408 693 Newspaper 3 2dehands.be-2ememain.be 17 439 532 224 243 267 Classifieds 4 De_Standaard 15 158 657 52 532 066 Newspaper 5 Kapaza 12 048 963 175 423 199 Classifieds 6 Sporza 11 124 380 30 903 998 Sports 7 Deredactie.be 10 625 075 26 770 324 Radio 8 DH.be 9 430 354 38 297 994 Newspaper 9 RTL.be 9 254 185 23 704 920 TV 10 Het_Belang_van_Limburg 9 111 034 31 745 612 Newspaper 11 Gazet_van_Antwerpen 8 883 933 30 967 984 Newspaper 12 Knack-Levif 8 492 900 31 247 429 Magazine 13 RTBF.be 8 433 347 28 024 683 TV 14 Sudinfo 7 820 238 19 247 900 Newspaper 15 De_Morgen 7 740 735 20 156 021 Newspaper Media Scene Belgium July 2015 Slide 20 Source: Gemius, July 2015
Online Business Elite Survey # Website Weekly Reach Audience Reach 1 linkedin.com (ALL) 4'565 56.2 2 facebook.com (ALL) 3'591 44.2 3 standaard.be (BELG) 3'174 39.1 4 detijd.be (BELG) 2'597 32.0 5 lesoir.be (BELG) 1'675 20.6 6 news.google.com (ALL) 1'567 19.3 7 demorgen.be (BELG) 1'515 18.7 8 lecho.be (BELG) 1'390 17.1 9 twitter.com (ALL) 1'179 14.5 10 news.yahoo.com (ALL) 776 9.6 11 bbc.com (ALL) 562 6.9 12 cnn.com (ALL) 469 5.8 13 bloomberg.com (ALL) 393 4.8 14 Newsweek.com (ALL) 371 4.6 15 ft.com (Financial Times) (ALL) 306 3.8 16 economist.com (ALL) 291 3.6 17 euronews.net (ALL) 276 3.4 18 businessweek.com (ALL) 265 3.3 19 cnbc.com (ALL) 204 2.5 20 wsj.com (The Wall Street Journal) (ALL) 168 2.1 Media Scene Belgium July 2015 Slide 21 Source: BE Europe, Country of Residence Belgium, Audience 8 118
Mobile Business Elite Survey # Mobile Devices Weekly Reach Audience Reach 1 LinkedIn (ALL) 3'464 42.7 2 Facebook (ALL) 3'100 38.2 3 De Standaard (BELG) 2'849 35.1 4 De TIJD (BE/LX) 2'282 28.1 5 DM (De Morgen) (BELG) 1'540 19.0 6 Le Soir (BE/LX) 1'441 17.7 7 Twitter (ALL) 1'276 15.7 8 L'Echo (BE/LX) 1'078 13.3 9 CNN (ALL) 480 5.9 10 Financial Times (ALL) 465 5.7 11 BBC News (ALL) 456 5.6 12 Quartz (2014 data only) (ALL) 410 5.1 13 Reuters (ALL) 403 5.0 14 Bloomberg (ALL) 385 4.7 15 Eurosport (ALL) 319 3.9 16 Newsweek (ALL) 314 3.9 17 The Economist (ALL) 299 3.7 18 Euronews (ALL) 256 3.2 19 Harvard Business Review (ALL) 252 3.1 20 The Guardian (GB) 238 2.9 Media Scene Belgium July 2015 Slide 22 Source: BE Europe, Country of Residence Belgium, Audience 8 118
Represented media Media Scene Belgium July 2015 Slide 23
Publicitas Paris Represented media (non-exhaustive) Media Name Description Print & Web De Tijd / L Echo Financial daily newspapers Netto / Mon Argent Sabato De Standaard De Standaard Magazine DS Weekblad Het Niewsblad Het Nieuwsblad Gazet van Antwerpen CittA Het Belang van Limburg Sjiek L Avenir Le Soir Victoire Soir Magazine Passion des Montres Sud Presse TV News Grenz-Echo Financial supplements Lifestyle supplement Daily newspaper Lifestyle supplement News supplement Daily newspaper Lifestyle supplement Regional daily newspaper Lifestyle supplement Regional daily newspaper Lifestyle supplement Regional daily newspaper Daily newspaper Lifestyle supplement News magazine Watches supplement Regional daily newspaper TV supplement Regional daily newspaper Media Scene Belgium July 2015 Slide 24
Thank you. Publicitas Paris 42 rue Fortuny 75017 Paris France +33 1 45 00 66 08 www.publicitas.com/france Media Scene Belgium July 2015 Slide 25