An overview of the Dutch media landscape, which we will update every quarter

1. STARCOM
Media Landscape
2013 Q3 Update
The Netherlands

2. CONTENT
THE NETHERLANDS – GENERAL STATS & FIGURES
OVERALL TRENDS & RANKINGS
MEDIA SPEND
TIME SPEND ANALYSIS
MEDIA TRENDS INCL. MULTI SCREEN
TELEVISION
RADIO
DIGITAL
PRINT
OUTDOOR
CINEMA

3. THE NETHERLANDS
GENERAL STATS & FIGURES

4. Dutch population is growing and getting older, with
the number of 1-person households increasing
Population (in ‘000s)
17.000
16.193
+ 3.21%
since 2003
16.000
15.500
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Average age
41
40
39
38
38,6 38,7
39,0
39,2
39,5
39,7
39,9
40,1
40,3
40,6
40,8
2,28
8.000
2,20
6.000
4.751
4.612
4.000
2.000
2.762
2.384
0
2,4
2,2
2,0
1,8
1,6
1,4
1,2
1,0
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
+ 4.62%
since 2003
37
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: CBS, Statline , September 2013 (NB: 2013 figures for HH size haven’t been published yet)
Single person household
Average no. of people in HH
Multiple person household
Average no. of people in HH
Household size
Number of HH (in ‘000s)
16.500
16.730

5. Due to stagnant disposable household income,
consumer confidence remains low
Annual disposable HH income
34
32,6
30
28
33,1
33,3
33,2
33,1
33,2
30,6
28,3
29,0
29,4
26
24
Consumer confidence
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Despite the
economic crisis,
disposable HH
income hasn’t
actually declined
but remained
stable
Difference % positive and
negative answers
€ (in ‘000s)
32
30
20
10
0
-10
-20
-30
-40
-50
2007 Jan 2008 Jan 2009 Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan
Source: CBS, Statline , March 2013 (NB: 2013 figures for disposable HH income haven’t been published yet)

6. The effects of
the difficult
economic
climate also
continue to be
felt in the
Netherlands
KEY ECONOMIC
INDICATORS NL
2011
2012
2013
2014
Inflation
2.3%
2.5%
2.75%
2%
Economic growth
0.9%
-1.2%
-1.25%
0.5%
Purchasing power*
-1.0%
-2.4%
-1.25%
-0.5%
Unemployed (in ‘000s)
389
469
615
685
Unemployment %
4.4%
5.3%
7.0%
7.5%
Source: CPB, Kerngegevenstabel 2011-2014, September 2013 (* Median all households)

7. Varied media landscape, with large number of different media
titles/channels/stations, especially amongst magazines
Media types
National
Regional/Local
Others
Television channels
3 public
20 commercial
54
Digital commercial channels: 19
Radio stations
7 public
9 commercial
13 public
16 commercial
Newspapers
Newspapers titles
9 (incl. 2 freesheets)
18
Magazine titles
231 consumer magazine titles
75 trade magazine titles
owners)
Cinemas (# of media owners)
1
1
owners)
Outdoor (# of media owners)
10
1
Source: Nielsen, 2013 YTD, data run off 30th September 2013; Retriever
Home-delivered (weekly) freesheets
(HaH-Bladen): 1,177
Digital screens: 4

8. OVERALL TRENDS & RANKINGS

9. SoLoMo is the future
Social
So
Social media connects
people worldwide with
events, activities and each
other
Local
Lo
Mobile
Mo
Increasing ability for brands
and organizations to
respond to people’s
whereabouts and out-ofhome activities
Mobile technology makes it
possible to reach people
anywhere, anytime

10. 10 crucial consumer trends for 2013
“Consumers are becoming more
involved in the financing and
development of new products
and brands”
“Show off the new 'it' cultures”
“Emerging markets that serve
other emerging markets.
Worldwide”
“Consumers wish 'useful' or
even profitable data”
Source: trendwatching.nl, 10 crucial consumer trends for 2013
“Multitasking shall be hypertasking: 2013 becomes the year
of micro convenience, mini
digital experiences and digital
snacks”
“The time has come for
products that also give back”
“Apps are the new drug”
“Local production is the new
service economy”
“Not only transparent, but also
open, exposed and proud ;-) “
“Brands will ask contribution of
their customers”

11. Local Dutch
brands have
the highest
“share of
mind” amongst
Dutch
consumers
No. 1
No. 2
No. 3
Source: EURIB Top 100 Indispensable Brands of 2012 (EURIB Top 100 Onmisbare Merken van 2012), n=1,005

12. MEDIA SPEND

13. Gross media spend
€ millions
Gross media spend
relatively stable,
with a small YoY
decline in 2012
9.000
+4% YoY
8.000
+2% YoY
2010
2011
-3% YoY
7.000
6.000
5.000
4.000
3.000
2.000
1.000
0
2009
Source: Nielsen, 2009 – 2013 YTD, data run off on 26th September 2013
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
2012
2013 YTD

14. Media spend vs. industry spend
Gross investment business sector
Source: Nielsen Annual Net Media Spend Report 2012
Net Media Spend
Dip in net
media spend
mirrors industry
decline
Spend data as
reported by
buying
managers

15. FMCG,
retail and
telecom
dominate
the top
Dutch
advertisers
No.
Advertiser
1
2
3
4
5
6
7
8
9
10
Unilever
Kruidvat
KPN
Lidl
Albert Heijn
Vodafone
Reckitt Benckiser
Kras
Procter & Gamble
C1000
Category
FMCG
Retail
Telecom
Retail
Retail
Telecom
FMCG
Travel
FMCG
Retail
Source: Nielsen, 2009 – 2012
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
Gross spend in €
2013 YTD
147.270.121
73.304.331
67.443.591
58.721.185
55.650.696
54.106.526
44.888.327
43.907.999
42.578.192
41.326.451

16. No.
Brand
1
2
3
4
5
6
7
8
9
10
Kruidvat
Lidl
KPN
Albert Heijn
Kras
C1000
Corendon
McDonalds
Ziggo
Telfort
Category
Retail
Retail
Telecom
Retail
Travel
Retail
Travel
Fast Food
Telecom
Telecom
Gross spend in €
2013 YTD
64.244.532
58.721.185
55.790.320
53.703.696
43.907.999
41.326.451
39.040.490
37.832.350
37.295.760
28.233.194
Overall, retail stores dominate, with 4 retail brands amongst
the top 10. Telecom is next, with 3, followed by travel with 2.
Source: MediaXim, 2012 jan-dec, excluding Internet, Direct Mail/Door Drops and Trade magazines
When looking
at individual
brand level,
retailer
Kruidvat
comes out
top

17. TV still
claims the
largest
share of
gross media
spend
Media mix
100%
Trade press
90%
80%
TV
41%
44%
44%
43%
43%
Sponsored Magazines
70%
Radio
60%
Consumer Magazines
50%
40%
30%
20%
10%
7%
6%
5%
7%
15%
8%
8%
8%
9%
Out Of Home
6%
5%
6%
5%
5%
6%
5%
6%
Door Drops
7%
7%
7%
7%
6%
7%
6%
5%
5%
12%
8%
14%
15%
15%
16%
17%
2009
2010
2011
2012
2013 YTD
0%
Source: Nielsen, 2009 – 2013 YTD, data run off on 26th September 2013
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
Internet (Online Display)
Direct Mail
Newspapers
Cinema

18. Gross media spend
per medium type across time
€ millions
2009
2010
2011
2012
4.000
3.500
3.000
2.500
2.000
1.500
1.000
500
0
Source: Nielsen, 2009 – 2012
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
Afters years of
growth, TV spend
declined in 2012.
DM spends
continued to
decrease YoY,
whilst Online
Display showed a
strong increase.

19. Internet spend is still steadily increasing YoY. Most of that
increase can be attributed to higher spend behind search.
Total internet net spend
22%
19%
1.000
25%
20%
16%
15%
600
400
€ 790
€ 954
€ 1.068
€ 1.158
10%
1.200
€ millions
€ millions
25%
1.200
1.400
30%
% of total net ad spend
Total internet net spend
Share of internet spend (of all net spend)
1.400
800
Internet net spend per type
1.000
202
192
800
175
600
205
302
336
400
5%
200
0
0%
410
530
2009
200
460
2010
2011
195
338
625
0
2009
2010
2011
2012
Classifieds, Directories, Listings
Source: Nielsen Annual Net Media Spend Reports 2010, 2011 and 2012. “Classifieds, Directories, Listings” contains spend on
peer-to-peer/2nd hand online shopping sites (e.g. Marktplaats/Ebay) or Yellow Pages-type online directories (e.g. Telefoongids)
Display
2012
Search

20. Forecast net spend
Forecast net spend
Change (%) to previous year
€ millions
4.000
4%
3.967
3.900
3.965
3.935
2%
1,0%
0,8%
0%
3.919
3.884
3,3%
0,0%
-2%
3.882
1,2%
-2,1%
-4%
3.800
2010
2011
2012
2013
2014
2015
Net spend per medium type
1.400
1.200
2010
1.000
€ millions
The first
growth in
media spend is
not expected
by agencies
until 2014
2011
800
2012
600
2013
400
2014
200
2015
0
Newspapers Magazines
TV
Radio
Cinema
Outdoor
Internet
Source: ZOG Adspend Forecast Netherlands - December 2012 (2010-2011 based on agency estimates, 2012-2015 based on agency forecasts)
Growth in
spend due to
increasing
levels of
internet
spend

21. Sponsor spend by sponsor activity
2011
€250
2012
€200
€ millions
There was a small
increase in sponsor spend
in 2012 vs 2011. Only the
‘Arts, Culture and
Entertainment’ category
saw spend decrease.
€150
€100
€50
€0
78%
78%
Sport
12%
5%
11%
Arts, Culture &
Entertainment
5%
6%
Charities
6%
Media
2011
Total sponsor spend
Average sponsor spend (per brand)
2012
Index
€ 261.190.000
€ 262.690.000
101
€ 5.200.000
€ 5.253.800
101
Source: SponsorMonitor 2012 & 2013 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.

22. Sponsor spend per product category
100
2010
2011
2012
€ millions
80
60
40
20
0
Finance, Beer and
Accountancy have
been reducing their
sponsorship spend
Year-on-Year, with
Insurance, Energy,
Telecom and Tour
Operators
increasing spend
Whilst on an aggregate level, sponsor spend doesn’t seem to
have changed much year-on-year, underlying changes become
apparent when looking at spend by product category.
Source: SponsorMonitor 2012 & 2013 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.

23. No.
Brand
1
2
3
4
5
6
7
8
9
10
Rabobank
Nike
AEGON
ABN AMRO
adidas
Philips
KPN
Heineken Nederland
Amstel
VriendenLoterij
Gross sponsor spend in € 2012
€ 50.000.000
€ 15.000.000
€ 12.710.000
€ 10.700.000
€ 10.250.000
€ 9.300.000
€ 9.125.000
€ 8.850.000
€ 8.425.000
€ 8.050.000
Rabobank,
Nike and
AEGON have
been the top
sponsors for
several years
Source: SponsorMonitor 2013 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.

24. TIME SPEND ANALYSIS

25. Compared to
2010, time
spend on main
activities
shows little
change
Main activities
2010
2012
3,8
3,9
Leisure time
6,9
6,9
Media
11
11,8
Sleeping and personal care
Housekeeping, grocery and providing care (for
children/elderly)
3,4
3,5
Work and study
3,6
3,5
1,2
1,1
On the go
0
Source: TBO 2012 and TBO 2010, based on all adults aged 20-65
2
4
6
Hours per day
8
10
12
14

26. Time spend on working
Total NL
Total working NL
10
+0.3 hours
since 2006
8
Hours per day
Overall, less
time spent on
working, but
those who
have a job are
working more
hours per day
7,8
7,6
7,9
7,8
6
-0.2 hours
since 2006
4
3,4
3,3
3,2
3,2
2
0
2006
Source: TBO 2012 and TBO 2010, based on all adults aged 20-65
2008
2010
2012

27. Media consumption is high throughout the day but shows strongest peak in the
evening. Between 9 and 10 PM 45-60 minutes are spent on media.
Main activities on an average weekday
Media
Sleeping, eating and personal care
1:04:48
0:57:36
Minutes
0:50:24
0:43:12
0:36:00
0:28:48
0:21:36
0:14:24
0:07:12
0:00:00
Source: TBO 2012, based on all adults aged 20-65
Housekeeping
Work and study
Leisure time

28. During the day, online and radio are most popular media activities. In the
evening TV is taking over from radio, but online consumption remains high.
Media activities on an average weekday
Watching TV
Radio
Internet
Social media
Online video
Newspaper
Magazine
0:36:00
During the day
Minutes
0:28:48
0:21:36
0:14:24
0:07:12
0:00:00
Source: TBO 2012, based on all adults aged 20-65
ONLINE & RADIO
In the evening
TV & ONLINE
Door drop

29. Although general online usage (i.e. internet/email) while watching TV
decreased in time spend, using social media became an important side activity
Activities while watching TV
2010
2012
Eating
15%
12%
E-mail
5%
Social media
6%
4%
Sleeping / lying in bed
4%
Online
4%
4%
4%
Cooking
5%
5%
3%
3%
Taking care of kids
0%
2%
4%
6%
8%
10%
12%
14%
Source: TBO 2012 and TBO 2010, based on all adults aged 20-65. NB: No comparison with 2010 for “Social media” as this was only added to the survey in 2012.
16%

30. MEDIA TRENDS, INCL. MULTI SCREEN

31. Tablet and smartphone ownership still rising, whilst purchase intent
for tablets is stable.
20Device ownership & purchase intent amongst 20-65 year olds
2011-I 2011-II
80%
2011-II 2012-I
2012-I 2012-II
70%
68% 67% 66%
60%
50%
53%
47%
40%
40%
30%
0%
27% 25% 24%
26%
20%
10%
47%
21%
7% 8% 7%
Purchase intent
- Tablet
12%
Ownership
- Tablet
Ownership
- Smartphone (proxy)*
Ownership
- Smartphone
Mobile
phone/smartphone
Prepaid
Mobile
phone/smartphone
Subcription
Source: NPDM 2011-I 2011-II; 2011-II 2012-II and 2012-I 2012-II
*Because NPDM 2011-I/2011-II and 2011-II/2012-I didn't include a separate question about ‘smartphone ownership’, we created a proxy variable based on specific mobile phone
activities (Use of Internet, Email, Watching TV, GPS, Downlaoding Apps or Mobile payment). Since 2012-I/2012-II ‘smartphone ownership’ is available as a separate variable. To avoid a
change in trend both variables are shown. Interestingly, claimed ownership is lower than actual penetration (due to consumer confusion around the term ‘smartphone’).

32. 92% of Dutch
households
have internet
access at home.
For almost all
locations the
internet
penetration has
increased YoY.
Internet access by location
2011
100%
80%
2012
90% 92%
60%
40%
44% 45%
26% 29%
20%
0%
Source: Media Standard Survey 2012 (n = 5,100), Base = Total NL 13+
13% 12%
28%
4% 5%
20%
5% 4%
8% 7%

33. Place of access by medium type
At 92% internet access at
100%
home is very high. Radio
and internet popular on
the go via smartphones.
Internet
80%
60%
40%
20%
0%
Source: Media Standard Survey 2012 (n = 5,100), Base = Total NL 13+, (* location isn’t asked for each medium type)
Radio
TV

34. Watching TV still most popular via traditional TV set, but also occurs a lot via
PC/Laptop (34%). Internet use via mobiles is also very popular (37%).
Device use per medium type
100%
80%
Internet
60%
40%
34%
37%
20%
0%
Source: Media Standard Survey 2012 (n = 5,100), Base = Total NL 13+, (* device isn’t asked for each medium type)
TV
Newspaper
Magazines

35. Tablet and smartphone ownership still increasing. Desktop ownership highest among 50-64
year olds, with younger generations more likely to own a laptop. Tablet ownership highest
amongst 35-49 year olds, whilst smartphone ownership highest in the youngest age group.
Historical development: smartphone ownership
Device ownership by age
population)
(among online population)
20112011-2012
8 million
users
70%
60%
65%
58%
50%
40%
30%
39%
45%
48%
December
2011
June 2012
20%
10%
0%
June 2011
December
2012
Source: Trends in Digital Media, GfK Intomart, June 2013
Base: online population 13+ (N=1,005)
June 2013
Source: Moving Pictures: second screen and screen preference, SKO
January 2013, base: total 13+

36. Also tablet ownership is
still rising, with 1.3
million new users in 1st
HY 2013. Purchase intent
is now decreasing.
Historical development: tablet ownership and purchase intent
(online population)
5.6 million
users
50%
44%
40%
34%
30%
20%
23%
0%
14%
14%
10%
14%
14%
14%
11%
6%
Own a Tablet/iPad
June 2011
December 2011
Intention to purchase Tablet/iPad
June 2012
Source: Trends in Digital Media, GFK Intomart, Dec 2011, Dec 2012 and Jun 2013; base: online population 13+ (N=1,005)
December 2012
June 2013

37. Second screen
definition
SECOND SCREEN
Use of other screen
(smartphone, tablet, laptop)
while watching TV
TO INTERACT WITH TV PROGRAM
TO DO OTHER STUFF

38. Use at least one device during watching TV
Using other devices while
watching TV is getting popular.
Smartphone most popular to use,
especially within the younger
target audiences. Tablets usage
starts from 20 year olds.
35%
65%
Use computer, tablet or smartphone while watching TV
No usage
Source: Moving Pictures: second screen and screen preference, SKO June 2012
Base: internet surfers 13+
Use mobile device during watching TV
Smartphone
Tablet
Desktop
Laptop
All devices
100%
80%
60%
40%
86%
84%
91% 90%
83%
74%
65%
46%
20%
40%
90%
83%
76% 75%
70%
43%
77%
64%
59%
67%
69%
58%
44% 44%
42%
25%
0%
13-19
20-34
Source: SPOT TV Annual report 2012, base: people that owns a device
35-49
50-64
65+

39. 2020-49 Year Olds
Watch TV (Live)
Social media
Munites per day
0:36:00
0:28:48
0:21:36
0:14:24
0:07:12
0:00:00
1313-19 Year Olds
0:36:00
0:28:48
0:21:36
0:14:24
0:07:12
0:00:00
Minutes per day
6-12 Year Olds
Minutes per day
0:36:00
0:28:48
0:21:36
0:14:24
0:07:12
0:00:00
Minutes per day
TV and online go well together during prime time. The total time spent on tablets and
phones is still relatively low compared to TV. Within 13-19 year olds, social media activity
while watching TV seems higher compared to the other target audiences.
0:36:00
0:28:48
0:21:36
0:14:24
0:07:12
0:00:00
Internet* - via phone/smartphone
5050-65 Year Olds
Internet* - via Tablet
Internet* - via computer/laptop
Source: TBO 2012 (* watch TV, Non-Linear viewing, listen to radio, watch video, read newspaper, read magazine, read door-drop, e-mail, social media, website visiting and gaming)

40. Demographic profile of second screen users
“Sometimes use a device while watching TV”
Men
Women
Low
Middle
High
SECOND SCREEN USER PROFILE
Male
Young
Highly educated
Owns multiple devices
Heavy internet user
Lives in highly urban area
Source: Moving Pictures: second screen and screen preference, SKO June 2012, base: internet surfers 13+ who own a device

41. Social media use while watching TV still low. Most ‘second
screen activity’ is general browsing, emails etc.
MultiMulti-tasking
Reason for using device while
watching TV
Checking TV guide
Email, surfing, online banking
Checking comments of others
about TV show
Checking background information
Other
Social media
MultiMulti-tasking
ProgrammeProgramme-related
Source: Moving Pictures: second screen and screen preference, SKO June 2012, base: internet surfers 13+ who own a device and use it while watching TV

42. Example of media owners jumping onto the second
screen bandwagon: launch of the STER EXTRA APP
An app to interact online with TV commercials broadcast on
the public TV channels
56,609 downloads on tablet since September 2012
Since April 2013 also available for smartphones
18,000 unique visitors per month, with on average 12.2 clicks
per break
Campaigns: Bol.com, ANWB, Shrek the Musical

43. Thinkbox
‘Screen life’
UK research
“Interaction: Multi-screening enhances
enjoyment through increased interaction. TV
is a key driver of multi-screening behavior
online”
“Word of Mouth: Multi-screening
drives WOM online and drives live
viewing”
“Commercial Opportunity: There is huge but largely
untapped potential for broadcasters and advertisers. Multiscreening does not affect attention adversely and no effect
on brand recognition”
THE STUDY
1,000 UK adults filled in a survey.
50 household were monitored about their online,
social media, text and messenger activity.
1,200 hours of footage (in households).
“Greater exposure to ads when multi40 hours of depth interviews.
screening. More people that multi-screen
74 adults observed trough lab study.
stay in the room/don’t change the channel”
1,000 UK adults filled in a second survey.
“Multi screening did not
influence ad recognition”
Source: Thinkbox – Screen life: The view form the sofa, November 2012

44. TELEVISION

45. SKO
AUDIENCE
MEASUREMENT IN
THE NETHERLANDS
‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the
official television audience ratings in the Netherlands.
SKO is a non-profit organization, organized as a Joint
Industry Committee (JIC).
The television audience measurement provides information
on how many people watched a program, when they
watched and what their characteristics are. Viewing data is
collected second-by-second by means of a metering system
system.
Ratings are reported minute-by-minute for channels received
in the Netherlands independent of the way their signal is
distributed.
Source: www.kijkonderzoek.nl, 8th of July 2013

46. SKO
METHODOLOGY
& STRATEGY
The core of the audience measurement is the common currency (total viewing). The measurement includes guest viewing in
the panel households and time shifted viewing (on the day of broadcast and the six days that follow).
SKO also investigates new ways of viewing via so-called ‘satellites’ studies that are conducted alongside the currency
measurement. This approach allows SKO to measure new forms of viewing behaviour (i.e. online video) without influencing
the core currency data.
In 2013 SKO started a test with so-called Set-Top Box data (also called Return Path data). The aim is to find out if (and how)
STB data can added to the Dutch TV ratings in the future to provide more granular data than via a household sample alone.
Source: www.kijkonderzoek.nl, 8th of July 2013

47. DUTCH TV CHANNELS, WITH ADVERTISING
POSSIBILITIES (I/II)
STER (Dutch Government)
Note: Ned 3 and Zapp share a channel
RTL
Note: RTL 7 and RTL Z share a channel; RTL Lounge and RTL Crime are paid (digital) channels
SBS Broadcasting
54 regional channels
Source: retriever.nl, September 2013

48. DUTCH TV CHANNELS, WITH ADVERTISING
POSSIBILITIES (II/II)
The Walt Disney Company
Benelux
Note: share a channel with Veronica
Triade Media
Note: mostly paid (digital) channels
BE VIACOM
Note: all Nick channels share one channel.
Discovery Networks Benelux
FOX International Channels
Benelux
Note: mostly paid (digital) channels, except FOX, 24 Kitchen and National Geographic
Source: retriever.nl, September 2013

49. US PAY-TV CHANNEL HBO NOW ALSO ACTIVE
IN DUTCH MARKET
All three main cable operators offer the possibility to subscribe to HBO GO
HBO GO is an American network, including three channels with films, series and documentaries. Aside
from the three TV channels, all content is available via on-demand services of the cable operators.
However, to date HBO remains advertising free.

50. FOX START
NEW
CHANNEL IN
THE
NETHERLANDS
FOX has taken over the TV rights for broadcasting the
Dutch soccer competition (Eredivisie).
As of 19th August 2013 the digital pay-TV channel
‘Eredivisie Live’ has changed to ‘FOX Sports’. The TV
channel remains a pay-TV channel.
Aside from the sports channel, FOX also launched a
general digital channel with series, films and sport
programs. This channel won’t be a pay-TV channel and
will be included in the basic TV package.

51. Due to Ned 1 the market share of the public broadcaster (STER) has declined to 36%.
STER still has the biggest share. Both RTL as SBS shown a little increase in 2013. Also
the hard disk recorder, Discovery, Comedy Central and TLC is increasing there share.
1Main channels (no. 1-12)
30%
2012 (Jan-August)
2013 (Jan - August)
+35%
3,9%
3,7%
5,0%
5,2%
2,1%
2,3%
9,3%
9,1%
3,4%
4,3%
4,4%
4,5%
2,3%
3,1%
7,8%
7,6%
6,2%
6,6%
10%
0%
39.0%
+38%
+11%
1%
0%
36.0%
STER
27.7%
28.3% 17.1%
RTL
17,8%
SBS
Source: SKO 2012, Jan-Aug & 2013 Jan-Aug, 18.00-24.00, based on all adults 13 +
-27%
+40%
0,8%
1,1%
0,9%
1,0%
1,1%
0,8%
0,8%
0,8%
0,5%
0,7%
0,6%
0,6%
0,4%
0,4%
0,6%
0,4%
0,4%
0,4%
0,3%
0,4%
0,3%
0,3%
+26%
2%
1,5%
1,4%
15%
5%
Market Share (%)
+2%
16,7%
17,1%
20%
2013 (Jan - August)
-13%
25,0%
21,8%
Market Share (%)
25%
2012 (Jan-August)
Other channels (no. 13 – 28)
3%
-33%

52. Clutter of broad family/women’s channels. Kids and male
channels have a more distinct profile.
Female
Old
Young
Male
Source: SKO data, run off via TV report. Based on Jan-Aug 2013, timeslot 2:00-25:59, all adults 13+

53. DUTCH TV PROVIDERS
Three main TV providers: Ziggo (cable), UPC (cable) & KPN (ADSL)
In addition to the three big providers, there are a few smaller operators. Most operators offer a triple-play package
(internet, telephony and TV).
The cable companies in the Netherlands have a restricted geographical area where they may operate. Because of
that, Ziggo and UPC aren’t direct competitors. For the ADSL market there are no geographical restrictions.
Dutch legislation requires providers to transmit about 15 analogue channels.
The TV ratings are measured by SKO. SKO measures about 100 channels, of which 41 digital channel are reported
separately.
Basic subscription
Extensions of basic digital subscription
High Definition
Extra digital
Digital TV
Large digital subscription** Total offered channels
digital channels
subscription**
80*
27*
155
202
202
UPC
67
105
139
139
Ziggo
71
115
201
201
KPN
* offered as additional subscription at UPC. At Ziggo and KPN these options are included in the basic subscription
** the extended subscriptions include the TV channels from basic subscription
Analogue
only
32
Source: ziggo.nl; upc.nl; knp.nl; sko.nl, data collected in June 2012

54. TV TRENDS AND DEVELOPMENTS – I
98%
1.7
Households
with TV
Average # of
TVs per
household
Source: SKO TV in Netherlands 2012
0.4%
71%
2.3%
76%
3D TV ownership
2011 vs. 2012
Digital TV
reception
2011 vs. 2012

55. TV TRENDS AND DEVELOPMENTS – II
Average viewing time per day (6+) in 2012:
196 minutes (+ 2.3%*)
Total viewing time
11% of Dutch households have TV with
internet access (+3%*).
Expectation: within three years 50%
Source: SPOT TV Annual Report 2012, Media Standaard Survey 2012, (*compared to 2011)
250
2009
2012
200
Minutes
Watching linear TV is still the norm. Catchup TV now 3.2% of total viewing time (+
0.3%*)
150
100
50
0
4-12 12-19 20-29 30-39 40-49 50-59
Source: SKO, 2009 & 2012

56. TV TRENDS AND DEVELOPMENTS – III
Watching live TV – per device
2011
100%
90%
2012
98,0% 98,0%
80%
70%
60%
50%
40%
30%
20%
10%
2,0%
0%
TV
1,3%
Computer
Source: SPOT Annual Report 2012 (based on all adults)
0,7%
0,5%
Tablet
0,5%
0,4%
Smartphone
Although the three main
cable operators offer more
opportunities to watch live
TV (Laptop, Tablet,
Smartphone), we haven’t
yet seen a big shift in
devices that are used.

57. TV TRENDS AND DEVELOPMENTS – IV
Advertisement
TV manufacturers are starting to monetize
the available space in the Smart TV
menus.
Smartclip is a company that provides
advertising technology for Samsung, LG
and Philips Smart TVs.
Ads can be bought on a CPM basis.
Source: Emerce 17th june 2013, via www.emerce.nl

58. VIDEO ON DEMAND

59. VIDEO ON DEMAND
TV screen, Laptop, Tablet
and/or Smartphone.
3.2% of total
viewing time
is non-linear
via TV screen.
Broadcast via non-traditional broadcasters (i.e.
Netflix, Youtube, etc)
DEFINITIONS
Non-linear TV-viewing (broadcast by traditional
broadcasters, i.e. RTL, SBS and Ster)
nonTwo options for non-linear TV viewing:
On TV screen (set-top box with hard disk or hard disk-, video- or DVD recorder)
Non-linear TV viewing within 6 days of programming is added to the regular TV viewing ratings.
40% of non-linear
TV viewing is on
the same day;
28% is watched
the day after the
original broadcast
Online (Laptop/Tablet)
Via a SKO satellite project (WEB –TV) limited rating data is available. No ratings for advertising yet,
only for programs (i.e. number of stream starts, number of viewers, % viewers, number of average
active streams, player used).
SKO’s ambition: In the end, to measure total Video on Demand (added to regular ratings)
Source: SPOT TV Annual Report 2012, Source: SPOT TV Annual Report 2011.

60. nonAverage minutes per day on non-linear viewing
Online vs TV screen
Online
Monthly reach non-linear viewing
nonOn TV screen
TV Screen
Source: SPOT Annual Report 2012
Youngest target audience (13-19) has an almost equal time spend for
non-linear viewing via TV screen and online.
Source: Brochure Web-TV Samenwerking STIR 2009-2012
nonMonthly reach non-linear viewing
Online
For all target audiences, the monthly reach for non-linear viewing via
TV screens is increasing. More and more people have devices with
non-linear viewing TV capabilities.
For almost all target audiences, monthly reach of non-linear viewing
via online is stable across the last few years. Only amongst the
youngest target audience (13-19) is monthly reach still increasing.
Source: Brochure Web-TV Samenwerking STIR 2009-2012

61. MAIN PLAYERS
Harddisk recorder
‘TRADITIONAL’ NONLINEAR VIEWING
‘RTL XL’ & ‘SBS Gemist’ (Laptop, Smartphone,
Tablet, Smart TV).
A selection of TV content from the RTL/SBS
channels. Also includes previews of shows and a
selection of movies and series (mostly paid content).
RTL is experimenting with subscription instead of
pay-per-view.
‘Uitzending Gemist’ (NPO)
TV content from all the public TV channels.

62. MAIN
PLAYERS
NONTRADITIONAL
Pathe Thuis (Pathe at Home). Cinema media owner Pathe developed a
platform to watch movies at home (pay-per-movie). Available via
Laptop, Tablet and Smart TV.
Since September 2013 Netflix is active in the Dutch market. For €8.per month users have unlimited access to movies and series. Available
via Laptop, Tablet and Smart TV.
YouTube mostly has user-generated content. The first paid channels
have already been introduced. Not yet in the Netherlands, but is likely
that in the near future paid channels will also be launched in the
Netherlands. Available via Laptop, Tablet, Smartphone and Smart TV.
Videoland was once the biggest offline movie rental company in the
Netherlands. They now offer a lot of on-demand movies (pay-permovie). Available via Laptop. In August 2013 RTL took over Videoland
ideoland.

63. NETFLIX
Source: Wakoopa blog 17/09/20113 via blog.wakoopa.com (n= 4.746)
To keep outperforming
the Pirate Bay Proxies
the content of Netflix
will be crucial. However,
critics were quick to
point out how limited
the Netflix library in the
Netherlands is.
The Netflix introduction in the Netherlands was supported by a massive online ad
campaign. The unique website visitors to Netflix spiked after the introduction.
The first month of subscription to Netflix is free. Of course the big question is how
many subscribers will remain after the free month ends.
37% of 16-54 year olds are interested in VOD.
Consumers are willing to pay € 4.76 p/m
Source: Zenith, via fonkonline.nl 18/09/2013

64. RADIO

65. RADIO
AUDIENCE
MEASUREMENT
National Luister Onderzoek (National Listening
Research)
Based on 7,500 respondents
Since July 2012: use of Media Standard Survey for
weighting
Test with media watch (using audio-matching technique)
Aim is to calculate radio reach per minute instead of per 15minute interval

66. DUTCH RADIO STATIONS, WITH ADVERTISING
POSSIBILITIES (I/II)
STER
*One Media Sales
Sky Radio Group
Q-Music NL
FD Media Factory
* One Media Sales is a new sales house: 538,
SLAM!FM, Radio 10 and 100%NL have united
their spot sales.
This results in a weekly reach of 5.6 million
listeners.
Source: retriever.nl, September 2013 | http://www.adformatie.nl/nieuws/bericht/538-en-100-nl-doen-sales-samen-interview/

67. DUTCH RADIO STATIONS, WITH ADVERTISING
POSSIBILITIES (II/II)
Flux Media Factory
Note: Sales via E Power, but with national coverage
Groot Nieuws Radio
94 regional stations
18 online stations
Source: retriever.nl, September 2013
Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations

68. Radio 538 still market leader. Also the sales house of local radio stations (ORN) is
doing a good job. Both Sky Radio and Q-music have increased their share.
Market share (%)
Jan-July 2012
Source: NLO, Jan-July 2012 vs Jan-July 2013, 7:00-24:00, based on audience of 13+ (*Sales house for regional stations form the government; **Sales house for commercial
stations; ***All small stations that aren’t included in NLO, i.e. online stations, foreign stations)
0,3%
0,3%
0,8%
0,7%
2,2%
1,8%
2,1%
1,9%
1,9%
1,9%
2,8%
2,5%
6,1%
5,9%
6,5%
6,0%
4,2%
4,1%
2,7%
2,7%
0,0%
-8%
5,3%
5,3%
2,0%
+ 20%
7,1%
7,1%
4,0%
-7%
6,2%
7,5%
6,0%
+ 16%
10,0%
9,3%
8,0%
9,8%
10,3%
10,0%
11,4%
11,5%
12,0%
11,4%
10,4%
-8% + 5%
8,7%
10,1%
14,0%
Jan-July 2013

69. Clear difference in profile between the government-owned
stations (older) and the commercial stations (younger)
Old
Female
Male
Source: NLO, Jan-July 2013, 7:00-24:00, based on listening ratings for 10+
Young

70. ALL NATIONAL STATIONS ON DAB+; AWARENESS LEVEL IS STILL VERY
LOW
All commercial national radio stations are completely digital
since 1st September 2013. Next to FM, these stations will also
be aired on DAB+ (Digital Audio Broadcasting)
In 2014, public broadcasting stations will also switch to DAB+
(already on DAB).
DAB+ offers better, noise-free quality and extra possibilities like
a pause-button. This opportunity makes radio more on-demand
than before.
100%
No idea
75%
50%
25%
Only by
name
I know
exactly what
it is
0%
Awareness DAB+
Source: http://www.emerce.nl/nieuws/commercile-landelijke-radiostations-november-dab?utm_source=rss&utm_medium=rss&utm_campaign=commercile-landelijke-radiostationsnovember-dab | Source: RAB Radioplatforms 2013, GfK Intomart, May 2013, base: internet population 13+ (N=5,001)

71. Dec 2011 June 2012 Dec 2012
PC (Desktop)
32%
30%
29%
Laptop/netbook
27%
25%
24%
Smartphone
14%
15%
16%
4%
6%
Listening to radio via PC
and laptop is declining,
whilst listening via
smartphone or tablet is
on the increase.
8%
Tablet
TV set-top box
Source: Trends in Digital Media, GfK Intomart, December 2012, base: online population 13+ (N=854)
23%
TV set-top boxes are a popular
way of listening to the radio

72. Use of platforms vs. use of platforms to listen to the radio
Mobile/Smartphone
90%
15%
Television/Digital settop box
84%
22%
Stereo
60%
Laptop/Notebook
76%
19%
74%
66%
65%
Car radio
Desktop computer
18%
Alarm clock with radio
7%
Portable radio
Bathroom radio
None of these
Use platform to
listen to RADIO
48%
8%
Mediaplayer (iPod, MP3)
Use platform
62%
28%
Tablet
78%
43%
20%
36%
8%
6%
0%
2%
0%
50%
100%
Source: RAB Radioplatforms 2013, GfK Intomart, May 2013, base: internet population 13+ (N=5001)
Car radio is
most used
platform for
listening radio

73. Just like previous
years, in 2013 most
radio listening is done
Duration of listening to the radio per platform
Average # of hours per week
2009
2011
2013
via a stereo. However,
Stereo
20.0
20.6
18.0
total listening time has
Portable radio
10.1
10.1
10.5
decreased.
Television/ digital settop box
6.9
8.9
7.7
Desktop computer
7.7
8.4
7.5
Car radio
7.4
7.2
6.2
Mediaplayer (iPod/MP3)
3.2
4.4
4.7
Mobile/Smartphone
3.2
3.9
3.9
Source: RAB Radioplatforms 2013, GfK Intomart, May 2013, base: internet population 13+ (N=5,001)

74. Most smartphone, tablet and set-top box owners don’t use their device to listen to the
radio. However, all devices seem to have a small group of committed listeners.
Usage frequency for radio listening
Almost every day (5 to 7 days a week)
Several times a week (2 to 4 days a week)
Once a week
Less than one day a week
Never
Source: Trends in Digital Media, GfK Intomart, December 2012, base: online population 13+ who own a tablet and/or smartphone

75. 1/3 listen to the radio on the internet; number seems to
have stabilized since 2010
Listening to the radio on the internet
40%
32%
35%
28%
30%
25%
20%
23%
19%
15%
10%
5%
0%
Source: Radio Basisondervraging NLO 2005-2012, base: total population 13+
31%
34%
35%
36%

76. STREAMING MUSIC
Application-based (laptop &
smartphone) music
streaming service.
Web-based music streaming
service. Also available on
smartphone (partner with
telecom provider T-Mobile)
Personalised radio station,
introduced in 2012 by Sky
Radio Group.
Source: Spotify
Spot advertising within
playlist possible.
Monthly average reach*: 0.5%
(11,000 unique visitors)
2 million ‘free users’
300K paid users
Club Judge (online Party/Event
platform) offers non-stop DJset via My Radio
Monthly average reach*: 0.7%
(15,000 unique visitors)
Source: comScore, TA: 15-24 year olds,
Dec 2012-Feb 2013
Source: comScore, TA: 15-24 year olds,
Dec 2012-Feb 2013

77. DIGITAL

78. STIR stops as the
official audience
measurement currency
in the Netherlands
STIR was the primary provider of the official audience
ratings for online in the Netherlands. As of June 2013,
the Joint Industry Committee (JIC) has stopped
measuring reach figures of websites.
As the market needs objective audience measurement
data for digital media, the media agencies’ industry
association, PMA, is now in discussions with several
research agencies to find a successor for STIR. Current
expectation is that a replacement will be available
before the end of the year. Until then we’ll be working
with comScore data.
Source: www.stir.nl, 25th September 2013

79. The Netherlands has the 3rd highest internet penetration worldwide. Only
Iceland and Norway have higher penetration levels.
Internet penetration in 2012
95% 94%
92% 91% 90%
89%
86%
80%
77% 77% 77% 75%
74% 73% 73% 72%
70% 68%
65% 65%
62% 61%
59%
55% 54% 53%
50% 49%
45% 42%
39% 38%
36%
24%
21%
18%
7%
Iceland
Norway
Netherlands
Sweden
Denmark
Finland
New Zealand
Austria
South Korea
Ireland
Canada
Japan
United States
Czech Republic
United Kingdom
Slovenia
Australia
Germany
Lithuania
Poland
Spain
France
Hungary
Portugal
Chile
Greece
Argentina
Italy
Russia
Turkey
Brazil
China
Mexico
Thailand
South Africa
Indonesia
Pakistan
India
9%
Source: eMarketer Global Digital Atlas 2012; penetration based on total population

80. Over the last two years all online activities have shown an increase in usage.
Social networking became very popular: 33% often use this service nowadays.
Online activities done ‘often’ – across time
2010 II - 2011 I
2011 I - 2011 II
2011 II - 2012 I
2012 I - 2012 II
36%
33%
36%
32%
27%
25%
21%
11%
Social Networks
13%
14%
Buying/selling
Source: NPDM releases: 2010 II – 2011 I to 2012 I – 2012 II, base: total NL 13+
14%
12%
13%
14%
Streaming video
15%
Searching for info
37%

81. Online population is slightly more male, but on a global level Dutch women
spent more time online than in most other countries. Internet penetration only
stays behind amongst 65+ and lower educated (though showing strong growth).
Internet penetration NL
2011
2012
Male
90.1%
91.1%
101
Female
84.4%
86.7%
103
13-17 years old
100.0%
99.6%
100
18-24 years old
99.4%
97.6%
98
25-34 years old
98.2%
98.0%
100
35-49 years old
95.3%
97.8%
103
50-64 years old
86.9%
90.0%
104
65+
55.0%
57.9%
105
Low education
62.7%
66.3%
106
Medium education
90.6%
92.5%
102
High education
96.7%
97.4%
101
Countries with highest time
spent online by women
Index
Source: Media Standard Survey 2012 (N= 5,100)
42
42
42
United States
Canada
UK
Netherlands
Poland
France
Thailand
Turkey
Taiwan
Brazil
36
30
29
29
29
28
28
0
10
20
30
40
Average hours per visitor (per month)
Source: comScore data gem, based on comScore MMX, Jan 2013,
worldwide, females aged 15+
50

82. Devices used to go online and frequency of online usage
Online access
80
At home
60
65%
40
64%
20
0
45%
24%
80
60
8%
6%
Source: NPDM 2012 I – 2012 II, base: total NL 13+ (N=22,053)
40
4%
2%
1%
20
0
At work

83. In two years time, having more than four devices is more common than owning
one. On average, consumers own 2.7 devices.
Number of owned devices
June 2011
Dec 2011
June 2012
Dec 2012
June 2013
39% 40%
35%
34%
27%
29%
32%
21%
29%
21%
24%
27% 27%
30%
26%
20%
15%
3%
1 device
2 devices
3 devices
Source: “Trends in Digital Media”, GfK Intomart, June 2013, base: online population 13+ (N=1,005)
7%
9%
4+ devices
Consumers own 2.7
of these devices on
average:
- PC (desktop)
- Laptop/netbook
- Smartphone
- Tablet
- e-reader*
* e-reader is being
measured since
December 2012

84. Google, Facebook and YouTube are leading on all parameters. Besides the
highest reach figures, Google and Facebook also show most visits per visitor
and YouTube shows highest number of minutes per visit.
No.
Top 10 Websites
Reach (%)
Average Daily Visitors (‘000)
Average Minutes per Visit
Average Visits per Visitor
1
Google.nl
93.8
6,132
2.0
41.4
2
Facebook.com
74.0
3,604
7.9
33.2
3
Youtube.com
70.8
2,320
14.5
15.1
4
Google.com
65.8
1,756
3.9
13.3
5
Live.com
65.3
2,297
8.7
18.0
6
Msn.nl
51.2
1,314
1.3
11.0
7
Wikipedia.org
49.9
758
2.6
5.1
8
Marktplaats.nl
49.2
1,018
10.0
8.5
9
Nu.nl
36.0
1,382
2.7
18.7
10
Microsoft.com
34.6
299
2.3
2.8
Source: comSore, 3-monthly average based on Nov 2012-Jan 2013, TA: 15+

85. Online display
advertising
market still
plagued by
high % of
waste*
(ininPercentage website (in-screen vs. not in-screen)
100%
80%
60%
40%
% in-screen
70
59
20%
75
50
% not in-screen
60
59
40
20
0%
Website 1 Website 2 Website 3 Website 4 Website 5 Website 6 Website 7
All
Source: MeMo2, based on MeMo2 benchmark (based on 500 million impressions)
“The first media owner in the Netherlands that is only going to
charge if the banner really is visible: WebAds.”
Source: http://www.adformatie.nl/nieuws/bericht/webads-alleen-vertoonde-banners-afrekenen/
*Waste being defined as served online impressions that were served in an inactive screen (e.g. when multiple browsers or browser tabs are open simultaneously) or above/below the
fold (i.e. when scrolling up/down and banners are served outside the screen that’s in-view)

86. New cookie legislation in the Netherlands since June 2012
Hasty introduction of EU legislation
No guidelines yet by supervisory authority
Website has to inform visitors about cookies that are placed
Website visitor has to give the website permission to place cookies (opt-in)

87. U.S. based companies such as Google
and Facebook do not feel obliged to
respect NL cookie law. This could result
in an unequal playing field.
The cookie regulation is developed at EU level.
Each EU member then has to implement its own
regulation. The Dutch government legislation is a
much harsher interpretation of the EU regulation
than in other EU countries.
87

88. Strict interpretation of cookie legislation: Cookie Wall. No site access without
permission to place cookies (opt-in pop-up).
More subtle approach: via an information bar
that tells the visitors what kind of cookies are
placed (not in line with legislation)

89. The government
recognizes the problem
2013-Q3: Legislation will be adjusted
Functional cookies & analytics cookies don’t need explicit
permission
Left for discussion:
Should the opt-in pop-up be replaced by just an
information bar?
Parliament is going to vote on this issue
Sep 2013: The Do-not-track standard was supposed to be the
solution, but the plan has been officially shelved due to
advertisers’ rejection (united in the Digital Advertising
Alliance)
Source: http://www.adformatie.nl/nieuws/bericht/kamp-past-cookiewet-aan-voor-analytische-cookies/ | http://www.emerce.nl/nieuws/adverteerderstrekken-zich-terug-uit-do-not-trackinitiatief

90. SOCIAL MEDIA

91. The social media landscape is still evolving and changing. Previous #1 social network Hyves has
witnessed a very steep and continuous decline, whilst Facebook seems to have plateaued at
very high level. Instagram grew significantly in 2nd half of 2012. Pinterest still relatively niche
Visit*
Website Visit*
Facebook
Hyves
Twitter
LinkedIn
Google+
Total unique visitors (x1,000)
10.000
8.000
6.000
4.000
2.000
0
Source: comScore, media trends analysis for the Netherlands, March 2013 (* online website visit, no mobile and tablet)
Pinterest
Instagram
Tumblr

92. Facebook is leading in terms of daily usage, active members and unique visitors
per month
Active members
# active members in the Netherlands
Daily usage
Dutch users who log in daily
0.6 million
1.3 million
Social
media in the
Netherlands
in 2012
3.0 million
66%
50%
4.4 million
20%
6.5 million
10%
Visitors
# unique visitors per month
Google+
800K
Facebook
8.7 million
Source: comScore , Feb 2012
Hyves
5.3
million
Twitter
4.1
million
LinkedIn
3.7
million

93. Age 34+ is overrepresented on Tumblr; Facebook and Twitter have the most
even share of age groups
Age distribution of top 5 social networking sites in the Netherlands
24%
21%
20%
25%
25%
25%
16%
Facebook
23%
20%
16%
17%
18%
21%
9%
LinkedIn
23%
19%
26%
21%
16%
55+
45-54
35-44
21%
25-34
14%
19%
17%
Twitter
Hyves
Source: comScore MMX, Netherlands, May 2013, 15+ (* online website visit, no mobile and tablet)
16%
29%
Tumblr
15-24

94. Within the social media landscape new platforms are emerging, focusing on
people’s tastes and interests
Ego
Smarts
Source: SMG proprietary qualitative research, Youth Human Experience Centre – Curated Market Places, January 2013
Tastes/Interests

95. MOBILE

96. Smartphone penetration is further increasing
Historical development of smartphone penetration in NL
70%
60%
52%
58% 57%
55%
50%
34%
40%
10%
8
million
28%
30%
20%
61%
23%
12% 14%
10% 11% 11%
16% 17% 18%
0%
Source: Growth of smartphone penetration from Telecompaper 2012, base: 12-80 year olds (monthly sample size N=2,000);
Number of smartphone users from “Trends in Digital Media”, GfK Intomart, June 2013, base: online population 13+ (N=1,005)
Smartphone users
(June 2013)

97. 65+ become more mobile through time. Across all groups an increased tablet
penetration is evident
% uses a smartphone
% uses a tablet
jun-11
dec-11
100%
Men
jun-12
dec-12
75%
Age 65+
50%
100%
Women
jun-13
Age 65+
75%
Men
Women
50%
25%
25%
0%
0%
Age 50-64
Age 50-64
Age 13-17
Age 13-34
Age 35-49
Source: “Trends in Digital Media”, GfK Intomart, June 2013, base: online population 13+ (N=1,005)
Age 35-49
Age 18-34

98. Tablet and mobile usage show biggest gap during daytime; mobile is used on
the way and at work; tablet mainly at home
Smartphone and tablet usage during the day
Source: TNS Nipo, Mobile 360, 2012, N=1112

99. Smartphones are used while multi-tasking with other media
Listening to music
Reading books
Watching TV
Use their smartphone
during…
Watching movies
Playing games
Source: “Our Mobile Planet”, Google/Ipsos, May 2013, N=1000
Reading mags/news
Use internet

100. Only half of the time on mobile is spent on communication
Mobile activities in minutes per day
Social networking & connecting
3
1 2
E-mail
Communication
Multi-media & entertainment
1
1
0
Total minutes
per day
42
10
Online gaming
19
Personal interest
Entertainment
Shopping
Knowledge & education
Information
News, sport & weather
1
4
Personal admin
Planning & organising
Source: TNS Nipo, Mobile 360, 2012, N=1112
Management

101. Overall, less time is spent on tablets than on mobile. Activities are mainly
entertainment-driven
Tablet activities in minutes per day
Social networking & connecting
1 1
E-mail
4
2
Communication
Multi-media & entertainment
1
Total minutes
per day
1
0
22
Online gaming
3
Personal interest
Entertainment
Shopping
1
Knowledge & education
Information
News, sport & weather
8
Personal admin
Planning & organising
Source: TNS Nipo, Mobile 360, 2012, N=1112
Management

102. Research that starts on smartphones often leads to purchases across channels
18%
26%
of smartphone users
have purchased a
product or service on
their smartphone
17%
57%
Source: “Our Mobile Planet”, Google/Ipsos, May 2013, N=1000
of these smartphone
shoppers have made
a purchase in the
past month

103. Mobile is often used after seeing an ad in another medium (especially TV and
shops). Mobile advertising is mainly notices in an app or on a website
Mobile search
Where mobile ads are noticed
48%
While in an app
35%
While on a website
While using a search engine
While watching a video
have performed a
mobile search after
seeing an ad
23%
22%
15%
While on a retailer website
While on a video website
9%
0%
20%
40%
Source: “Our Mobile Planet”, Google/Ipsos, May 2013, Base: Private smartphone users who use the internet and who at least rarely notice advertising (N=821)
60%

104. NEWSPAPERS

105. ‘Nationaal Onderzoek Multimedia’ (NOM) is the
primary provider of the official print audience ratings in
the Netherlands.
NOM is a non-profit organization, organized as a Joint
Industry Committee (JIC).
The print audience measurement (NPM) provides
information on reach and profile of more than 200
newspapers and magazines. Yearly, a quantitative
research among 21,000 respondents takes place to
measure print reach, but also other (perceived) mediausage.
Source: http://www.nommedia.nl/onderzoek/nom-print-monitor/, 25th September 2013
NOM
audience
measurement in the
Netherlands

106. Newspapers print circulation steadily decreasing (-2% 2013 Q2 vs 2012), but epaper* gains terrain in newspaper landscape
Quarterly circulation figures (in ‘000s)
National newspapers
Regional newspapers
Free sheets
E-paper
2.500
2.000
1.500
1.000
500
0
2005
2006
2007
2008
2009
2010
2011
2012
2013 Q2
Source: HOI, audited circulation figures for all paid-for and free-of-charge titles. Based on print only up until FY 2012. From 2013 unwards based on print total (print only +
combi print + replica)
*E-paper refer to the exact digital copy of a newspaper, e.g. in pdf-format, which can be accessed via the newspaper’s website, via an email download link or via a mobile
E
app. NB: This does not include a newspaper’s regular website or mobile site.

107. All newspapers, except for Trouw, have dropped in circulation. Despite a 6%
drop in circulation, De Telegraaf remains the biggest newspaper
Title
Total circulation
2011
Total circulation
2012
% change total
circulation YoY
Total circulation
2013 Q2
De Telegraaf
618,876
582,582
-6%
502,977
AD
429,391
420,977
-2%
402,021
De Volkskrant
259,968
260,708
0%
256,403
NRC Handelsblad
201,619
199,359
-1%
192,336
Trouw
103,035
104,155
1%
104,910
NRC.Next
83,037
79,387
-4%
69,263
Het Financieele Dagblad
60,308
54,678
-9%
5,525
Reformatorisch Dagblad
52,529
50,248
-4%
2,854
Nederlands Dagblad
28,038
26,039
-7%
24,363
1,838,812
1,780,145
-3%
1,560,652
Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation).

108. With De Pers having gone out of business, only 2 free sheets are left: both of
which are now owned by Telegraaf Media
Title
Metro
Sp!ts
Media owner /
Publishing house
Sales house
Distribution
Telegraaf Media Nederland /
Landelijke Media B.V.
Telegraaf Media
Nederland
National distribution & special editions in
Amsterdam, The Hague, Rotterdam
Telegraaf Media Nederland /
Landelijke Media B.V.
Telegraaf Media
Nederland
National distribution
Telegraaf Media is aiming to create two more distinct product propositions i.e.
propositions,
= Young adults, positive, provocative
= Overview of news developments, more serious news

109. MAGAZINES

110. Circa 1,348 consumer magazine titles registered by Retriever,
only 23 have audited circulation figures by HOI
Based on the 234 audited titles
Total circulation (incl. free circulation) = 27.2 million
Paid circulation = 15.7 million
This can vary strongly by category, e.g.
•
Subscriptions important to Management, Sports , Family & Celebrity
and Radio & TV listings
•
Newsstand sales important to Culinary, Mind & Body and Women’s
•
Beauty care brands are the top magazine advertisers
Source: Retriever, Sep 2013 & HOI Q2 2013 (audited circulation figures)
Fact Sheet Consumer
Mags

111. Magazine circulation also decreasing slowly but steadily (-5% YoY); sponsored
magazines show uplift from 2011
Quarterly circulation figures (in ‘000s)
9.000
Sponsored mags
Family & celebrity
8.000
Women's
7.000
TV listings
6.000
Home decoration, gardening & DIY
5.000
Kids & youth
4.000
Special interest
3.000
Parenting
2.000
Sports
1.000
Management
Other
0
2009
2010
2011
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
2012
2013 Q2

112. Sponsored magazines have the highest circulations
Top 10 magazine titles
in terms of circulation
Kampioen
Allerhande*
Boodschappen*
SPOOR
Wathandig*
Veronica Magazine
Eigen Huis magazine
Vrouw
Zorgbelang*
Film1 Sport1 Gids
Total (across all titles)
Publication type
Family/celebrity
Sponsored mags
Sponsored mags
Sponsored mags
Sponsored mags
TV listings
Home deco/gardening/DIY
Women's
Special interest
TV listings
Total circulation
2011
3,548,770
2,225,860
1,975,150
1,287,587
992,824
810,367
687,452
721,210
512,245
487,438
31,407,330
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
Total circulation
2012
3,540,991
2,276,028
1,955,874
1,306,852
996,353
707,510
694,817
683,466
508,935
465,022
29,846,651
% change total Total circulation
2013 Q2
circulation YoY
0%
2%
-1%
1%
0%
-13%
1%
-5%
-1%
-5%
-5%
3,529,525
2,278,059
1,960,768
1,314,397
1,000,367
610,793
706,263
602,993
509,491
506,943
27,172,556

113. Top 10 magazine titles
in terms of audience reach
Publication type
Kampioen
Allerhande
Libelle
Veronica
Donald Duck
Margriet
Privé
Vrouw
Quest
Story
Family/celebrity
Sponsored
Women’s
TV listings
Kids/youth
Women’s
Family/celebrity
Women’s
Popular science
Family/celebrity
Source: Nationaal Print & Doelgroep Monitor 2012-II 2013-I
Average issue reach Average issue reach
amongst NL 13+
amongst NL13+
(in ‘000s)
(%)
5,445
38.9
3,982
28.4
2,067
14.7
2,006
14.3
1,617
11.5
1,392
9.9
1,372
9.8
1,362
9.7
1,126
8.0
1,113
7.9
Women’s,
family &
celebrity titles
have highest
reach

114. OUT OF HOME

115. OUTDOOR MEDIA OWNERS
Company
Objects
JCDecaux
Ad shells/6s, billboards, odd-sized objects
CBS Outdoor
Ad shells/6s, billboards, buses/trams, railway stations, petrol stations (Shell only)
Clear Channel Hillenaar
Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations
Interbest
Masts near highways
Azero
A0 posters
Centercom
Posters and LCD screens in shopping centres and supermarkets and A0 posters
MMD Media
Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs,
petrol stations, billboards
Schiphol Media
Big variety of media at Schiphol Airport Amsterdam
OV Media & Triple Media
Buses, A3 posters in buses
Altermedia
A3 posters indoor (cafes, bars, cinemas), taxis, sampling
Boomerang Media
Freecards
Source: Retriever, October 2012

116. Outdoor market dominated by 2 big players, JCDecaux and CBS. Overall media spend for OOH
increased in 2012 (index 129). Interestingly, it was mainly the smaller players who benefited.
Total Spend 2011: €398 million
Total Spend 2012: €516 million
% Gross media spend
50%
40%
30%
28%
34%
26%
19%
31%
10%
20%
10%
2011
17%
16%
10%
9%
0%
Others
Source: MediaXim, 2011 - 2012, excluding Internet, Direct Mail/Door Drops and Trade magazines
2012

117. Abri’s (6-sheets), billboards (48s and 96s) and Masts are the most widely used
formats.
Street abri’s (6-sheets) and billboards are in the hands of 4 major players.
Fact
Sheet
Outdoor
Tourism, Food&Drink, Retails and Telecom are the biggest advertisers in terms of
spend.
Seasonality in spending is very limited.
In summer time high(er) discounts are possible whilst advertisers benefit from
more daytime light
(= more people out and about in the streets)
High variety in outdoor media objects and sizes; number of digital objects is
increasing. Growing offer of digital screens and incorporated technology allow
interaction with target audience (e.g. via bluetooth, QR codes and NFC)

118. The digitalization of OOH offers many opportunities to interact with
consumers
NFC (Near Field Communication)
By implementing a NFC chip in an
ad shell, consumers are able to
respond directly with their
smartphones. The options to
include are video/audio, buying,
store locator, voucher and apps.
Web enabled objects
Interactive ad shells, like live
video feed, digital screens or
cameras.
Digital Flagship Store or Online
Shopping Ad shells
With apps like Layar or QR codes
consumers can directly buy
products from stickers on a store
or ad shell

119. Audience measurement for OOH –
from OTS to VAC
In September 2011, the new currency for audience measurement was launched for OOH:
VAC,
VAC the visibility adjusted contact.
Compared to former audience measurement approaches,
VAC is based on a new way of measuring:
Inventory and classification of street objects;
Measuring of all traffic;
Field research to travel behaviour;
Measuring 13-75 year olds;
Differentiates between location of objects (near pathway, railway stations, shopping centres,
supermarkets, parking garages, petrol stations and traffic advertisement)
Source: Het Buitenreclame Onderzoek 2011

120. VAC data available via CAFAS software
For this study the Netherlands was divided
into 30 regions, each one around a city
with at least 75,000 inhabitants.
Each of the individual regions/media owner
packages can be analyzed via specialist
software (CAFAS) that is accessible to all planners.
Source: Het Buitenreclame Onderzoek 2011
Due to conflicting interests,
Interbest stopped participating
as of 1st March 2013.

121. CINEMA

122. Since 2010, the total number of cinema visitors is at a historically high level
(previously seen in 1978)
54%
went to the
cinema at least
once in 2012
30.6
million
cinema visitors in
2012 (+0.6%)
Since September
2012, all Dutch
cinemas are
DIGITAL
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), press releases

123. Number of cinema visitors is increasing in line with the number of film releases
per year
# Film releases
# Cinemas
400
350
300
250
200
150
100
50
-
35
30
25
20
15
10
5
0
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), annual report 2012
# Cinemas & Film Releases
# Cinemas & Film Releases
# Cinemas & Film Releases
# Cinemas & Film Releases
Visitors in million
# Visitors (million)

124. Skyfall was able to trigger most people to go to the cinema
Most watched film
in 2012: Skyfall, with
Skyfall,
1,984,003 visitors
Most watched Dutch film:
Alles is Familie (640,000
visitors).
Dutch films had a market
share of 16% in 2012
(based on revenue).
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners)

125. REACH CINEMA PER WEEK
Target audience
Reach per week (x 1,000)
%
Total 13+
637
4.5
Men
322
4.7
Women
315
4.4
13-19
120
8.6
20-34
222
7.3
35-49
153
4.1
50+
142
2.4
1 (high)
195
6.0
2
105
4.5
3
187
5.7
4
135
3.5
5 (low)
16
1.2
Age
Level of wealth
Source: NPDM 2012 I – 2012 II, base: total NL 13+ (N=22,053)
Cinemas attract
a younger
audience

126. 3D films
# 3D titles
# visitors*
% 3D visitors
* Average visitor per title (in ‘000s)
Number Visitor/Titles
200
25
20
150
156
136
15
110
100
101
50
0
15
2009
Source: MaccsBox, 2012
27
40
43
10
5
0
2010
2011
2012
Percentage %
Percentage %
Percentage %
Percentage %
Increasing
popularity of 3D
films, though
not many 3D
blockbusters in
2012

127. This media landscape presentation will be updated every quarter.
For comments & questions, please contact the Starcom Insights
team. We’d love to hear from you!
BIRGIT VINE
Insights Director
Birgit.Vine@starcom.nl
MAAIKE DE VRIES
Insights Consultant
Maaike.de.Vries@starcom.nl
SANDER GEERLING
Insights Executive
Sander.Geerling@starcom.nl