Overview of the Belgian Media Investments for April 2015.

1. Overview January – March 2015
MEDIA INVESTMENTS

2. -2% decrease of media investments for January-March 2015
compared to January-March 2014.
Culture, Tourism, Leisure & Sports is the sector where money is
the most invested. Followed by Retail, Transport & Services.
Executive Summary
Source : Nielsen, Gross Investments, Adstat, JAN-MAR 2014 & 2015.
Top 3 advertisers
Top 3 brands

3. Media Mix
23% 22%
7% 6%
3% 3%
37% 38%
14% 15%
1% 1%
9% 10%
6% 6%
YTD 2014 YTD 2015
Internet
Outdoor
Cinema
Radio
TV
Free Sheets
Magazines
Daily Press
• Slight increase for Outdoor, Radio & TV.
• General stability of the Media Mix. % global decrease in 2015 vs 2014 but stability of the
Source : Nielsen, Gross Investments, Adstat, JAN-MAR 2014 & 2015.

4.  -6% global decrease in 2015 vs 2014 but stability of the mediamix.
 TV & Dailies have the biggest share of investments. All media suffered decreasing investments
-2%
• TV & Dailies have the biggest share of investments. All media suffered decreasing investments.
• Heavy decrease of investments for Cinema (-33%) and Free Sheets (-21%).
• Only Outdoor (+4%) and TV (+1%) increased their investments.
Negative trend in the investments except for Outdoor
Source : Nielsen, Gross Investments, Adstat, JAN-MAR 2014 & 2015.
Media YTD 2014 YTD 2015 2015 vs 2014
Outdoor 78.019.284 81.428.516 4%
TV 316.427.518 318.075.082 1%
Radio 124.493.311 123.693.707 -1%
Daily Press 194.261.960 187.540.681 -3%
Internet 54.391.425 51.832.072 -5%
Magazines 58.519.135 54.876.390 -6%
Free Sheets 29.193.449 23.088.227 -21%
Cinema 6.473.214 4.329.358 -33%
Grand Total 861.779.294 844.864.032 -2%

5. Top 10 sectors
Culture, Tourism,
Leisure & Sports
Retail Transport Services Food
Home - Office
Equipment
Beauty - Hygiene Telecom
Health -
Wellbeing
Home - Office
Care
YTD 2014 215,006,636 141,932,950 105,129,717 114,610,741 82,773,454 41,781,273 46,581,055 44,615,556 22,677,898 21,729,910
YTD 2015 215,098,177 137,601,299 118,037,122 95,840,341 88,170,769 45,171,408 42,519,739 32,557,284 23,031,582 22,864,062
0
50
100
150
200
250
Millions
+12% +8%+7%0% -9% +2% +5%-27%-3% -16%
Source : Nielsen, Gross Investments, Adstat, JAN-MAR 2014 & 2015.
• March was the highest peak of investments for Culture, Tourism, Leisure & Sports, Retail and Services in 2014.
• Transport had its highest peak in January (due to the Brussels’ Auto Show) in 2014.
• Noticeable increase for Transport (+12%), Home – Office Equipment (+8%) and Food (+7%).
• Important decrease for Telecom (-27%), Services (-16%) and Beauty – Hygiene (-9%).

6. Top 10 advertisers
D'Ieteren Auto
Procter &
Gamble
Unilever Mediahuis Proximus
Reckitt &
Benckiser
Coca-Cola De Persgroep Renault Colruyt
YTD 2014 18,652,919 18,861,563 13,383,645 7,817,485 12,340,727 8,984,264 8,550,992 7,793,257 8,908,624 5,111,034
YTD 2015 22,998,240 17,525,892 14,049,518 13,420,670 10,781,357 10,236,058 9,375,586 8,953,881 8,044,536 7,911,182
0
5
10
15
20
25
Millions
 -6% global decrease in 2015 vs 2014 but stability of the mediamix.
 TV & Dailies have the biggest share of investments. All media suffered decreasing
investments
+5% +14%-13%+23% +10% -10% X 1,5+15%-7% X 2
• D’Ieteren Auto at the top with +23% more invested than last year.
• General positive trend especially for Mediahuis (x2) and Colruyt (x1,5).
• Proximus (-13%), Renault (-10%) and Procter & Gamble (-7%) decreased their investments over that
period.
Source : Nielsen, Gross Investments, Adstat, JAN-MAR 2014 & 2015.
Proximus and Belgacom investments were cumulated.
Mediahuis, Concentra & Corelio were cumulated.

7. VW Mobistar Ford Colruyt ING Citroën Renault Opel Peugeot BMW
YTD 2014 7,325,949 9,075,672 5,120,437 5,072,131 4,623,840 6,884,965 7,484,296 5,380,252 7,691,376 2,162,627
YTD 2015 7,760,278 7,172,725 7,140,880 6,891,687 6,729,564 6,354,037 6,312,219 5,890,713 5,768,563 5,487,862
0
1
2
3
4
5
6
7
8
9
10
Millions
Top 10 brands
 -6% global decrease in 2015 vs 2014 but stability of the mediamix.
 TV & Dailies have the biggest share of investments. All media suffered decreasing
investments
+39% -8%+46%+6% -16% -25% X 2,5+9%-21% +36%
• VW is leading the top 10 with +6% invested compared to 2014.
• BMW largely increased its investments by 2,5.
• Also increasing their investments : ING (+46%), Ford (+39%), Colruyt (+36%) and Opel (+9%).
• Negative trend for Peugeot (-25%), Mobistar (-21%), Renault (-16%) and Citroën (-8%).
Source : Nielsen, Gross Investments, Adstat, JAN-MAR 2014 & 2015.

8. THANK YOU
Any questions ? 2MVDC.belgium@havasmedia.com