Dutch Media Landscape 2015 Q2 Updated by Starcom

1
Dutch media landscape
Starcom NL
Q2 2015 UPDATE

2
New Starcom Media Philosophy
Starcom, the Human Experience Company. At Starcom we believe
that experiences are the new communication currency. Experiences
enrich lives and facilitate connections between brands and
consumers.
To create the right experience, understanding people is key. We
need to understand our clients’ target audiences throughout the
whole marketing funnel. Within this funnel, consumer media
behavior plays a very important role. That’s why we no longer divide
the media landscape based on media types, but on how people
experience media.
As such, we differentiate between five key Media Consumption
Patterns (MCPs): Watching, Listening, Reading, Communicating and
On the Go. Based on these MCPs we will guide you through the
Dutch media landscape. We hope you enjoy it!

3
The Netherlands – General stats & figures
Content
Watching
Listening
On the go
Reading
Communicating Social media
Surfing online
Overall media and consumer stats & figures
(trends, media spend, time spend, device ownership & usage, digital stats)
Appendix

4
The Netherlands
General stats & figures

5
Dutch population is still growing and getting older. Number of households has grown by
7% since 2005, mostly due to the increasing number of single person households
(+14%). After years of recession, disposable HH income has finally increased in 2013.
2,449 2,804
4,642
4,786
2.27 2.18
1.0
1.3
1.6
1.9
2.2
2.5
0
2,000
4,000
6,000
8,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Averageno.peopleinHH
#HH(in‘000s)
Household (HH) size
Single person household Multiple person household
Average no. of people in HH
Source: CBS, Statline, Q2 2015.
Note: 2014 annual disposable HH income has not been published yet.
16,306
16,926
16,000
16,200
16,400
16,600
16,800
17,000
Thousands
Population (in ‘000)
28.3
29.0 29.4
30.6
32.6
33.1 33.3 33.2 33.1 33.2 33.6
25
30
35
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013€(in‘000s)
Annual disposable HH income
39.0
41.0
38
39
40
41
42
Average age

6
-50
-40
-30
-20
-10
0
10
20
2008Jan
2008Apr
2008Jul
2008Oct
2009Jan
2009Apr
2009Jul
2009Oct
2010Jan
2010Apr
2010Jul
2010Oct
2011Jan
2011Apr
2011Jul
2011Oct
2012Jan
2012Apr
2012Jul
2012Oct
2013Jan
2013Apr
2013Jul
2013Oct
2014Jan
2014Apr
2014Jul
2014Oct
2015Jan
2015Apr
2015Jul
Difference%positivevsnegativeanswers
Dutch consumer confidence
In the last few months of 2014 consumer confidence dropped again but the first half year
of 2015 showed a positive level for the first time since 2007. Dutch consumer confidence
is still below global average, although within Europe the Netherlands is the sixth most
confident country.
Consumer confidence Q4 2014
Source: CBS, Statline, Q2 2015 Source: Nielsen Consumer Confidence, Q2 2015
Consumer confidence worldwide

7
The effects of the difficult economic climate are still being felt, but first
signs of recovery are evident. Unemployment has decreased for the first
time since 2011.
Key Economic Indicators NL 2011 2012 2013 2014 2015** 2016**
Inflation 2.3% 2.5% 2.6% 0.3% 0.5% 1.1%
Economic growth 1.2% -1.7% -0.5% 1.0% 2.0% 2.4%
Purchasing power* -1.0% -2.1% -1.3% 1.3% 0.8% 1.1%
Unemployed (in ‘000s) 389 469 647 660 620 600
Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.7%
Source: CPB, Kerngegevenstabel 2013-2016, August 2015 (* median for all households; ** estimated figures)

8
Overall media and
consumer stats & figures

9
SoLoMo is now
Social
Social media connects
people worldwide with
events, activities and
each other
Local
Increasing ability for
brands and organizations
to respond to people’s
whereabouts and out-of-
home activities
Mobile
Mobile technology makes
it possible to reach
people anywhere,
anytime

10
Dutch brands show strong commitment amongst the Dutch consumer
Source: EURIB Top 100 Indispensable Brands of 2014 (EURIB Top 100 Onmisbare Merken van 2014), n=1,001

12
10 trends for consumers in 2015
Instant Skills
Status-hungry Prosumers will Love services that allow professional
quality output instantly
Fast-Laning
Time starved costumers expect accelerated physical service options,
especially from brands they are loyal to
Fair Splitting
Mobile paying grows but to go further brands need to add new ways
to share and split cost and add extra value in the process of paying
Internet of Shared Things
The Internet of Things and the Sharing Economy collide to allow a
whole new world of asset sharing
Branded Government
Progressive brands will initiate undertake or support meaningful civic
transformation
Post-Demographic Consumerism
It is time to throw out the traditional demographic models of consumer
behavior
Currencies of Change
In search of wellness, strength, new skills, knowledge and more, consumers
will embrace device-fueled rewards that incentivize improving behaviors.
Sympathetic Pricing
Get ready for a wave of imaginative discounts that relieve lifestyle pain
points or offer a helping hand in difficult times.
Robolove
Many consumers will have their first encounter with a robot and they will
enjoy it.
Brand Stands
In 2015, winning brands will start contentious, painful and necessary
conversations.
Source: Trendwatching for 2015; Trendwatching.com

13
5 tech trends to watch in 2015
3D Printing
evolving and
costs dropping
An ecosystem
developing
around Virtual
Reality
Sensors
digitizing you
and the world
around you
Haptics allow
you to touch
the digital world
Drones and
telepresence
making the
world even
smaller
Source: SMG CES 2015 Trends

14
5 digital trends to watch in 2015
Marketers who
are responsive
will succeed in
2015
Mobile search
will surpass
desktop
Cross-device
targeting at
scale
Programmatic
will go beyond
digital display
The internet of
things will
become a thing
Source: eMarketer Key Digital Trends for 2015, Dec 2014

15
Overall digital forecast
More than 38% of
advertising spend
will be Digital in
2018
Programmatic will
make up more than
50% of all digital
display advertising
in 2015
Share of consumer
E-books will show
an increase from
3.4% of consumer
book spend in 2013
to 15% in 2018
More than 48% of
Entertainment &
Media spend will be
Digital in 2018
Source: PWC Entertainment & Media Outlook forecast 2014-2018 | eMarketer Key Digital Trends for 2015, Dec 2014

17
Competitive reporting in the Netherlands
0
1,000
2,000
3,000
4,000
Cinema Newspapers Online Out Of Home Magazines Radio TV
€millions
Gross Net
Media spend 2014
Most competitive reporting is based on gross
media spend.
Bear in mind that most advertisers profit from
(heavy) discounting, especially on TV, so the
difference to net spend can be quite significant.
In the gross spend reporting Online spend is
not fully reported.
For example, search, social media advertising
and prerolls are excluded.
All TV spend prior to 2015 is limited to
TV spot advertising.
Since 2015, spend on TV non-spot
activities, i.e. TV sponsorship idents, is
also reported.
Source: Gross spend: Nielsen, 2014 | Net spend: Nielsen Jaarrapport Netto Media Bestedingen 2014 (spend collected by interviewing Dutch marketers)
Media: TV, OOH, Radio, Online, Cinema, Magazines, Trade magazines, Dailies, D-t-d, Direct mail

18
Media spend 1HY 2015 6% less compared to 1HY 2014, driven by less
(registered) spend behind online display, direct mail and door drops
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
€millions
Gross media spend
-6% YoY
+3% YoY -3% YoY
+0% YoY
+4% YoY-2% YoY
Source: Nielsen, 2009 – 2015, data run off on 18 August 2015

19
Newspaper, radio and cinema all had a larger spend in Q1-Q2 2015 than
Q1-Q2 2014. OOH and Radio keep on growing steadily. TV showed a big
increase in 2014 compared to previous years.
0
1,000
2,000
3,000
4,000
Cinema Newspapers Direct Mail Internet
(Online
Display)
Door Drops Out Of Home Consumer
Magazines
Radio TV Trade press
€millions
Gross media spend
per medium type across time
2011 2012 2013 2014 Q1-Q2 2014 Q1-Q2 2015
Source: Nielsen, Q2 2015, data run off on 18 August 2015
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

20
Increase in TV, radio and newspaper share of spend in Q2 2015. TV still
claims the largest share of gross media spend overall.
15% 17% 16% 16% 15% 17%
9% 6% 7% 6% 6% 4%
6% 7% 6%
3% 3% 2%
2% 2% 2%
2% 2%
2%
6% 6% 7%
7% 7%
7%
7% 6%
6%
5% 5%
5%
8% 9%
9%
10% 9%
11%
46% 45% 46%
51% 51% 52%
1% 1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 Q1 - Q2 2014 Q1 - Q2 2015
Media mix
Trade press
TV
Radio
Consumer Magazines
Out Of Home
Door Drops
Internet (Online Display)
Direct Mail
Newspapers
Cinema

21
Looking at net spend, internet has a higher share than audio-visual media
26%
28%
24%
3%
4%
15%
Audiovisual media Internet Print media
Out of home Direct marketing Sponsoring
Source: Nielsen Jaarrapport Netto Media Bestedingen 2014
26%
30%
21%
4%
5%
15%
2013
€ 4,543,000,000
2014
€ 4,627,000,000

22
The online display advertising spend through programmatic channels
increased by 40% in Q1 2015, totalling €37m in revenues
0%
10%
20%
30%
40%
50%
60%
0
10
20
30
40
50
60
2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1
Y/YRevenuegrowth(%)
Displayadvertisingthroughprogrammatic
channels(m€)
Trends of programmatic spend
Display advertising through programmatic channels (m€) Y/Y revenue growth (%)
Real Time Bidding (RTB) is an online
auction for advertising space.
Programmatic Trading (PT) makes it
possible to better monitor where,
when and to whom your ads are
digitally served.
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend Q1 2015, July 2015

23
11% 12% 15% 16% 13% 13% 17% 18% 15%
19% 18%
18% 18%
17% 16%
16% 17%
16%
14% 15%
15% 17%
13% 14%
13%
16%
10%
57% 56% 53% 49%
57% 57% 53% 49%
59%
2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1
Allocation of display revenue per format
Video Text links/Other Interruptive Embedded (e.g. banners)
Regular banners still have highest share within digital advertising. Due the increasing
possibilities for mobile advertising regular banners still have a big share within the digital
formats. The revenue of interruptive formats decreased due to the shift to programmatic.
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend Q1 2015, July 2015

24
Growth in net media spend is predicted mainly due to a steady rise in
online spend
4,184
3,867
3,649
3,720
3,796
3,875
3,949
3,200
3,400
3,600
3,800
4,000
4,200
4,400
2011 2012 2013 2014 2015 2016 2017
€millions
Forecast net spend
0.8%
-5.0%
-3.2%
2.5%
2.8%
3.1% 3.1%
-6%
-3%
0%
3%
6%
Forecast net spend
Change (%) to previous year
-
500
1,000
1,500
2,000
Newspapers Magazines TV Radio Cinema Outdoor Internet
€millions
Net spend per medium type
2011
2012
2013
2014
2015
2016
2017
Source: ZOG Adspend Forecast Netherlands – March 2015 (1980-2017)

25
According to the IAB, Dutch online advertising increased by 8.9% in
Q1 2015 compared to Q1 2014, with a total of €377 million in Q1 2015
40%
14%
46%
Display
Classifieds
Search
Total online ad spend
59%
16%
15%
10%
Embedded
Other & text links
Video
Interruptive
Online display spend
Source: IAB report on Online Ad Spend, the Netherlands Q1 2015
Q1 2015
€377m
Q1 2015
€153m

26
Top 10 advertisers in Q2 are dominated by FMCG, telecom, retail and
automotive
No. Advertiser Category Gross spend
Q2 2015
1 Unilever Nederland FMCG € 68,033,411
2 Jumbo Supermarkten Retail € 30,679,861
3 Vodafone Telecom € 23,712,217
4 KPN Telecom € 20,630,350
5 Reckitt Benckiser Nederland FMCG € 19,981,318
6 Renault Nissan Nederland Automotive € 19,672,795
7 Albert Heijn Retail € 18,768,532
8 Kruidvat Retail € 17,318,372
9 Beiersdorf FMCG € 14,604,963
10 McDonald's Nederland Quick service restaurant € 14,496,404

27
Supermarket chain Jumbo claims first position in top 10 brands in Q2, in
a list heavily dominated by other retail brands
No. Brand Category Gross spend
Q2 2015
2 KPN Telecom € 20,568,359
3 Albert Heijn Retail € 18,768,532
4 Kruidvat Retail € 15,661,214
5 Vodafone Retail € 15,314,235
6 McDonalds Quick service restaurant € 14,496,404
7 Ziggo Telecom € 13,901,012
8 Kras Reizen Travel € 12,782,209
9 Lidl Retail € 12,359,571
10 Nivea FMCG € 11,260,241

28
In 2014, total sponsor spend of the top 100 sponsors decreased slightly
by 0.5% compared to 2013
Total spend top 100 sponsors 2013 2014 Index
Total sponsor spend € 293,835,000 € 292,495,000 99,5
Average sponsor spend (per brand) € 2,938,350 € 2,924,950 99,5
-
100
200
300
400
500
600
Sports Art & Culture Entertainment Society Media (non-spot)
€millions
Sponsor spend by type of sponsorship
2010 2011 2012 2013 2014
Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)

29
70%
9%
9%
4%
9%
Sponsor contracts
Sports Art & Culture Entertainment Society Media (non-spot)
In 2014, 355 new (and renewed) sponsorship contracts were signed. This
is an increase of 52 contracts compared to 2013.
The total value of all contracts in 2014
was €326,990,000, averaging €921,098
per contract*.
Both the total and the average are
significantly higher than in 2013 (total:
€205,442,500; average: €675,797).
Main reason is the contract extension of
Nike with the KNVB (Royal Dutch
Football Association).
Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded).
*Note: The value of contracts signed differs from the annual sponsorship spend shown on other slides. This is due to contracts covering longer periods than just one calendar year.

30
Trends and developments – sponsoring
According to a recent study by market research agency MeMo2,
Dutch companies are very interested in sponsoring football clubs.
This is because the Eredivisie, one of the major Dutch football
leagues, is growing in popularity.
The study shows that the new shirt sponsors of football clubs
Feyenoord (Opel) and Ajax (Ziggo) were able to achieve high levels of
sponsor awareness and appreciation within a short period of time.
The same study also showed that Philips has the highest appreciation
as a sponsor of the Eredivisie. This is remarkable because Philips
announced in April this year that after 34 years they will stop as the
shirt sponsor of PSV in 2016.
Source: http://www.marketingtribune.nl/sponsoring/nieuws/2015/08/eredivisie-blijft-groeien-in-populariteit/index.xml
http://www.adformatie.nl/nieuws/philips-meest-gewaardeerde-sponsor-eredivisie

31
AEGON decreased their sponsorship spend by 32% compared to 2013 as
they are no longer sponsoring Ajax
No. Brand Gross sponsor spend 2013 Gross sponsor spend 2014
1 Rabobank € 36,000,000 € 35,000,000
2 Nike € 15,000,000 € 15,500,000
3 adidas € 10,000,000 € 13,500,000
4 ING € 9,700,000 € 13,200,000
5 KPN € 10,900,000 € 13,000,000
6 ABN AMRO € 10,500,000 € 10,600,000
7 Philips € 9,100,000 € 10,100,000
8 Heineken € 9,000,000 € 9,800,000
9 AEGON € 13,250,000 € 8,945,000
10 VriendenLoterij € 8,200,000 € 8,500,000
Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

33
Dutch people spend more than 8 hours per day on media
0.23
0.72
0.5
0.6
0.99
1.55
3.26
2.36
8.87
10.34
0.17
0.2
0.55
0.51
0.81
1.51
0.59
4.32
8.18
11.35
0 2 4 6 8 10 12
Volunteering
Study, school
Groceries, shopping
Caring for others
On the go
Housework
Work
Leisure time
Media
Sleeping, eating and personal care
Hours per day
Main activities – average time spent per day
Weekend Weekdays
Source: Media:tijd 2014, Target audience: All adults 13+ (N=2,989)

34
Watching and listening (online or offline) are most time consuming media
activities
3 2.88
0.77
1.22
0.27
0.55
0.18
2.32
3.35
0.82 0.8
0.41 0.42
0.07
0
1
2
3
4
Listening (online or
offline)
Watching (online or
offline)
Reading (paper or
electronic)
Communicating
(through media)
Gaming (electronic) Internet other Media other
Hoursperday
Media activities – average time spent per day
Weekdays Weekend
Source: Media:tijd 2014, base: All adults 13+ (N=2,989)
Definitions:
Listening: to radio, (own) music/audio – offline, online or apps + live or non-linear
Watching: TV programs, videos or pictures - offline, online or apps + live or non-linear
Reading: books, magazines, newspapers, door drops, newsletters – offline, online or apps
Communicating: text messages, chat, e-mail, social media, forums, letters – offline, online or apps
Gaming: consoles or game websites - offline, online or apps – except for board games and gambling
Internet (other): online shopping, e-banking, search information – offline, online or apps
Media (other): administration on computer, installation and use of software

35
Media consumption is high throughout the day but shows strongest peak
in the evening; listening in daytime, watching in the evening
0
10
20
30
40
Minutes
Media activities on an average day
Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicating (through media)
Gaming (electronic) Internet other Media other

36
0%
25%
50%
75%
100%
Hundreds
TV
No answer
TV heavy (24+
hours per
week)
TV mid (14-24
hours per
week)
TV light (0-14
hours per
week)
No TV
0%
25%
50%
75%
100%
Hundreds
Radio
No answer
No answer
Radio heavy
(20+ hours per
week)
Radio mid (5-20
hours per
week)
Radio light (0-5
hours per
week)
Time spent online is increasing over the years, with TV and Radio
remaining steady
Source: NPDM releases: 2010 I – 2010 II to 2014 I – 2014 II, base: All adults 13+
0%
25%
50%
75%
100%
Hundreds
Online
No answer
Internet heavy
(13+ hours per
week)
Internet mid (5-
13 hours per
week)
Internet light (0-
4 hours per
week)
No Internet
connection

38
Smartphone penetration – already at a high level – keeps
increasing still
39%
45%
48%
58%
65% 67%
70%
76%
80%
0%
20%
40%
60%
80%
100%
Historical development of smartphone penetration in NL
10.6
million
Smartphone
users in 2015
Source: “Trends in Digital Media”, GfK Intomart, June 2015, base: online population 13+ (N=1,258); Global Mobile Landscape 2015, eMarketer.
13.9
million
Smartphone
users in 2019

39
All devices are growing in ownership except for PC (desktop computer).
Overall, the couch is the favourite location for using portable devices.
80% 80%
60%
65%
30%
33%
23%
0%
20%
40%
60%
80%
100%
Device ownership
jun-13 dec-13 jun-14 dec-14 jun-15
0%
20%
40%
60%
80%
100%
Location of usage
Laptop/netbook Smartphone Tablet E-reader Smart TV
Source: “Trends in Digital Media”, GfK Intomart, Jun 2015, base: online population 13+ (N=1,258) | * Game consoles measured since June 2014 ** Smart TV measured since Dec 2014

40
Smartphone and tablet ownership is still increasing but purchase intent for
tablets has decreased to just 3%, signalling market saturation
6%
40%
56%
29%
48%
26%
5%
48%
61%
26%
47%
29%
4%
48%
63%
26%
46%
31%
3%
52%
67%
25%
37%
30%
0%
20%
40%
60%
80%
Purchase intent
- tablet
Ownership
- tablet
Ownership
- smartphone
Mobile phone/smartphone
prepaid
contract (including phone)
contract (sim only)
Device ownership & purchase intent amongst NL13+
2012-II 2013-I 2013-I 2013-II 2013-II 2014-I 2014-I 2014-II
Source: NPDM 2012-II 2013-I; 2013-I 2013-II; 2013-II 2014-I; 2014-I 2014-II

41
Multiple device ownership keeps on growing. As of June 2015, the
average consumer now owns 3.7 devices.
29%
34%
27%
9%
21%
32%
27%
20%
15%
29% 30%
26%
12%
28%
30% 29%
13%
24%
33%
30%
1 device 2 devices 3 devices 4+ devices
Number of owned devices
June 2012 Dec 2012 June 2013 Dec 2013 June 2014
On average consumers own
3.7 of these devices:
PC (desktop)
Laptop/netbook
Smartphone
Tablet
Game console*
e-reader*
Smart TV*
* e-reader has only been
measured since December 2012
game console since June 2014
and smart TV since Dec 2014
Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,008) | “Trends in Digital Media”, GfK Intomart, June 2015, base:
online population 13+ (N=1,258)

42
All age groups are becoming more mobile. Across all groups an
increased tablet penetration is clearly noticeable.
0%
25%
50%
75%
100%
Men
Women
Age 13-17
Age 18-34Age 35-49
Age 50-64
Age 65+
% using a tablet
0%
25%
50%
75%
100%
Men
Women
Age 13-34
Age 35-49
Age 50-64
Age 65+
% using a smartphone dec-12 jun-13 dec-13
jun-14 dec-14 jun-15
Source: “Trends in Digital Media”, GfK Intomart, June 2015, base: online population 13+ (N=1,258)

43
0
1
2
3
4
5
Averagetimespendinminutes
Smartphone and tablet usage during the day
Smartphone
Tablet
Tablet and mobile usage show biggest gap during daytime. Mobile is
used on the go and at work; tablet mainly at home.
Source: Media:tijd 2014, base: 13+ (N=2,989)

44
Watching TV still most popular via traditional TV set, popularity for
tablet is growing (21%). Internet use via mobile (57%) has surpassed
PC/desktop (52%), laptop is still most popular with 65%.
65%
23%
29%
10%
9%
52%
13%
29%
10%
9%
57%
10%
22%
5%
13%
43%
21%
20%
7%
5%
94%
21%
7%
5%
1%
70%
76%
Medium type per device
Laptop
PC/desktop
Mobile phone
Tablet
Traditional TV set*
TV with internet access*
Game console*
Paper*
Source: Media Standard Survey 2014 (N=5,100), Base: All adults 13+, (* device isn’t asked for each medium type)

46
The Netherlands has the 4th highest internet penetration worldwide.
Only Denmark, Finland and Iceland have higher levels.
96%
Internet access by country 2012 2013 2014
Source: Internetworldstats.com, penetration based on total population

47
94% of Dutch households have internet access at home.
Internet access ‘on the go’ and via friends/family are growing.
90%
44%
20%
26%
13%
4% 5%
92%
45%
28% 29%
12%
5% 4%
93%
45%
37% 34%
14%
5% 4%
94%
46% 43%
39%
15%
6% 6%
At home At work On the go Friends/Family School/University Internet cafe Elsewhere
Internet access by location
2011 2012 2013 2014
Source: Media Standard Survey 2011/2012/2013/2014 (N= 5,100), base: All adults 13+

48
Google and Facebook are leading in terms of reach across all
platforms combined. Even though Whatsapp has no PC/Laptop reach,
it still manages to tally up a total reach of 49.5%.
No. Top 10 brands All platforms (monthly reach % in May 2015)
1 Google (excl. YouTube) 84.3
2 Facebook 80.0
3 Google search 70.7
4 YouTube 66.9
5 Google Maps 55.7
6 Marktplaats 55.0
7 Whatsapp Messenger 53.1
8 NU.nl 49.8
9 Facebook Messenger 46.1
10 Gmail 45.0
Source: GfK DAM, newsletter 1 – 2015, base: 13+

49
Reach increased for almost all apps on tablet and phone in Q2 2015
compared to Q1
24%
31%
31%
35%
40%
40%
41%
42%
53%
56%
Bol.com
Gmail
Wikipedia
Nu.nl
Google Maps
Google Search
YouTube
FB Messenger
Facebook
Whatsapp
Overall top smartphone apps
Phone reach %
19%
23%
25%
26%
27%
27%
27%
28%
37%
47%
Gmail
Marktplaats
Nu.nl
Wikipedia
FB Messenger
Google Search
Google Maps
Bol.com
YouTube
Facebook
Overall top tablet apps
Tablet reach %
Source: GfK DAM, average monthly reach Q2 2015, base:13+ (since iOS8 some Apple users are excluded from DAM, DAM is working on a solution)

50
Main mobile phone activities are focused on communication in every
possible way (email, chat, text message and social media)
84%
80%
33%
12%
21%
41%
51%
12%
73%6%48%
68%
20%
86%
75%
32%
77%
Mobile activities
Internet E-mail
Video TV
Radio Navigation
Games As e-ticket
Camera Books
Online banking Social media
Online shopping Call
Text messages Music
Chat

51
Main tablet activities are focused on email, surfing the web &
entertainment
89%
74%
39%
31%15%
9%61%
3%
39%
16%
39%
64%
34%
4%
4%
18%
9%
Tablet activities
Internet E-mail
Video TV
Radio Navigation
Games As e-ticket
Camera Books
Online banking Social media
Online shopping Call
Text messages Music
Chat

52
In media apps both on mobile and on tablet Nu.nl and Youtube are
most widely spread media apps
9%
9%
10%
11%
11%
15%
17%
20%
32%
43%
RTL XL
Netflix
Google Play Music
Ad.nl
Teletekst
De Telegraaf
NOS
Spotify
Nu.nl
Youtube
Top 10 Media apps - Smartphone
13%
14%
15%
17%
17%
21%
22%
23%
30%
43%
Ad.nl
Ziggo
Netflix
NPO (uitzending gemist)
NOS
De Telegraaf
Spotify
RTL XL
Nu.nl
Youtube
Top 10 Media apps - Tablet
Avarage # of
apps on Mobile:
29
Avarage # of
apps on
Tablet: 26
Source: “Trends in Digital Media”, GfK Intomart, Juni 2015, base: online population 13+ (N=1,258)

54
MCP: Watching
The way people consume audio visual content is rapidly changing. The consumption of video
content can be on multiple devices, in multiple places and in multiple moments. The way
consumers experience video content is changing as well.
It’s therefore crucial that we get a clear
understanding of how consumers
consume and experience all kinds of
audio visual content.

55
97%
Households
with TV
1.7
Average # of TVs
per household
35%
Hard disc recorder
ownership 2014
82%
84%
Digital TV
penetration
2013 vs. 2014
Source: SKO TV in the Netherlands 2014 | Media Standard Survey 2014
Trends and developments – I

56Source: SPOT TV Annual Report 2014 | Media Standard Survey 2014 | SKO 2014
Trends and developments – II
179 175 179 175 179
8 10 11 11 11
4 6 6 9 10
0
50
100
150
200
250
2010 2011 2012 2013 2014
Dutch viewing time
Linear TV Video, DVD & HDR Non-linear viewing
Average viewing time per day (NL 6+) in 2014: 200
minutes (vs. 195 min. in 2013). Viewing time
appears to stabilize at the same level as 2005
(nearly 200 minutes per day).
Watching linear TV is still the norm, but catch-up
TV gains ground with an average viewing time of
10 minutes per day in 2014 (vs. 9 minutes in 2013),
which is equivalent to 5% of total viewing time.
22% of Dutch households have TV with internet
access.

57
Trends and developments – III
As expected, programs are watched
more non-linear in comparison with
breaks. Twice as much as breaks.
Although the increase in non-linear share for
programs is rising much faster compare to the non-
linear view of breaks. Which indicates the extra
viewing is creating limited extra advertising space.
96.63% 95.29% 94.71%
3.37% 4.71% 5.29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014
ShareTimeviewing
Average viewing time programs
Programs Live Programs Non-Linear Viewing
+ 1,35% + 0,58%
98.70% 98.06% 97.87%
1.30% 1.94% 2.13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014
ShareTimeviewing
Average viewing time breaks
Breaks Live Breaks Non-Linear Viewing
+ 0,64% + 0,19%
Extra viewing time
doesn’t create more
advertising space.
More creativity is
needed to reach
viewers that watch
non-linear.
Source: SKO, base: All adults 13+

58
Trends and developments – IV
From now on, the new season
of the Champions League will
be broadcast on the commercial
channel SBS6 instead of NPO3,
one of the public broadcast
channels.
Jan Joost van Gangelen and
Toine van Peperstraten will host
the programme. Also Ronald de
Boer will visit sometimes to
discuss the football matches.
In 2014, the match Feyenoord –
Besiktas in the preliminaries of
the Champions League was
watched by 970,000 people on
NPO3.
In 2015, the match Rapid Wien
- Ajax in the preliminaries of the
Champions league was
watched by 1,683,000 people
on SBS6.
NPO3
Viewers (x000)
SBS6
Viewers (x000)
Preview
Dutch club
397
(Feyenoord-
Besiktas)
778
(Ajax – Rapid Wien)
Preview
non–Dutch club
239
(Besiktas-Arsenal)
290
(Monaco-Valencia)
Commentary
Dutch club
677
(Feyenoord-
Besiktas)
1030
(Ajax – Rapid Wien)
Commentary
non- Dutch club
406
(Besiktas-Arsenal)
565
(Monaco-Valencia)
Source: SKO, base: All adults 13+ | http://www.televizier.nl/nieuws/sport/champions-league-voortaan-niet-op-veronica-maar.6300733.lynkx
Since Champions League is
broadcast on SBS6, audience
ratings seems to increase

59
Trends and developments – V
Broadcasting rights of the
Olympics 2016 will be owned
by Discovery Communications,
parent company of Eurosport.
Around €1.3 billion was
involved.
In 2015, 17% of Dutch people
are spending money on
streaming movies and TV
shows, up from only 2% in
2014. Overall, 56% are
streaming TV and movie
content, up from 44% in 2014.
This fall, Linda.tv will go live
and is going to be a paid
video-on-demand service with
relevant video clips, videos
and own content of the
editorial staff.
SKO increased the period that
they measure non-linear
viewing from six days after
original broadcast to 28 days
after original broadcast. Please
be aware that the 28 days
aren’t add to ‘KijkTotaal’ so
viewing numbers will include
only the ratings up to 6 days. It
will give extra analysing
possibilities. And how know in
the future the ‘KijkTotaal’ will
be adjust……
Source: http://www.adformatie.nl/nieuws/uitzendrechten-olympische-spelen-2018-2024-naar-discovery-en-eurosport | http://www.adformatie.nl/nieuws/sterke-groei-bereidheid-om-te-
betalen-voor-videocontent | http://www.adformatie.nl/nieuws/zo-ziet-lindatv-er-straks-uit | http://www.adformatie.nl/nieuws/sko-breidt-rapportage-uitgesteld-kijken-tv-scherm-uit

60
Trends and developments – VI
Programmatic/targeted
TV is discussed a lot. If
structural changes are
made, programmatic for
TV should be possible
before 2020
Programmatic TV buying
will effect in a grow of the
TV spot market; smaller
campaigns and new
advertisers.
Both buy and sell site needs
to invest in technology and
measurement (information
about who is watching
combined with exchanges).
For the Netherlands it isn’t
clear if Ziggo and/or KNP
has the ability to use viewing
data for (programmatic)
buying.
Key learnings SPOT Targeted TV session - 12th May ‘15
Source: SPOT Targeted TV session – 12th May, John Watts, Founding Director van het Engelse MTM

61
Trends and
developments – VII
(B)(V)loggers
Bloggers/Vloggers:
Bloggers and Vloggers are
getting increasingly influential
in younger generations. RTL
group invested more than
100 million in a group of
Vloggers and SBS bought
51% shares of Social
1nfluencers and are already
working together with popular
Vloggers to stay in touch with
their young viewers.
Companies are created that
represent popular Vloggers
which media agency’s can
use in advertising. Most of
these companies also tailor
make YouTube movies for
brands.
Most popular Dutch Vlogger: Enzo Knol
Subscriptions to YT channel: 820.564
Most popular Dutch Gaming Vlogger: Dus David Games
Most popular Fashion Vlog: Mascha Feoktistova
Most popular YT channel in the world: PewDiePie (Swedish Gamer)
Subscriptions to YT channel: 38.632.424
Source: www.youtube.com; http://theonlinecompany.com/sbs-social-influencers-content-is-king-en-big-data-komen-samen/; http://www.volkskrant.nl/media/rtl-contracteert-
youtube-fenomeen-mertabi-volgen-er-meer~a3799474/

62
30.8
million
cinema visitors
in 2014
(+0.1%)
€8.11Average price
per ticket
(+0.2%)
46.7%visit the cinema
at least once
every 6 months
Trends and developments – VIII
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media
Owners), annual report 2014 | press release www.adformatie.nl/nieuws/bioscoopbezoek-blijft-gelijk-2014 | NOM Print & Doelgroep Monitor 2014 I – 2014 II, N= 21,160
In 2015 cinema visitors remained at the same level as in 2014.
The total number of cinema visitors is at a historically high level (only previously seen in 1978).

63
Dutch TV channels, with advertising possibilities (I/II)
STER (Dutch Government)
RTL
SBS Broadcasting
56 regional channels
Source: retriever.nl, August 2015; http://www.adformatie.nl/nieuws/rtl-z-wordt-business-not-usual
Note: RTL 7; RTL Lounge and RTL Crime are paid (digital) channels
From September
2015, RTL Z will be
broadcast as a
stand-alone channel
(instead of sharing
the channel with
RTL8)

64
Dutch TV channels, with advertising possibilities (II/II)
The Walt Disney Company Benelux
Triade Media
BE VIACOM
Discovery Networks Benelux
FOX International Channels Benelux
Eurosport Television B.V.
Note: share a channel with Veronica
Note: mostly paid (digital) channels
Source: retriever.nl, August 2015
BE VIACOM
launched a new
channel called
‘Spike’, which will
start broadcasting
on 1 Oct 2015.

65
BrandDeli’s market share is rising steadily. SBS’s market share seems to
stabilize, with a small growth in the first half year of 2015. In Q1-Q2 2015
STER decreased in market share whereas RTL showed an increase.
Source: SKO Jan 2011 – Q2 2015, 02.00-26.00, base: all adults 13+
0%
10%
20%
30%
40%
STER RTL SBS BrandDeli Triade
TV market share
2011 2012 2013 2014 Q1-Q2 2015

66
Because there was no big sports event this summer, the market share of NPO1
decreased. NPO3 also lost some market share. RTL4 showed the biggest increase in
market share in the first two quarters.
Source: SKO 2012 – Q2 2015, 02.00-26.00 base: all adults 13+
STER RTL SBS BrandDeli Triade
0
5
10
15
20
25
%
Market share
2012 2013 2014 Q1-Q2 2015

67
RTL4 remains the channels with the highest gross advertising
spend levels, with further growth in 2015. Both NPO1 and Net5 show
a big decrease in advertising spend.
0
100
200
300
400
500
600
€millions
Gross media spend per channel
Q1-Q2 2014 Q1-Q2 2015
+3%
-31%
-23%
SBSRTLSTER Brand Deli Triade

68
0
100
200
300
400
500
January February March April May June July August September October November December
Grossmediaspend(inmillion€)
TV seasonality (based on spend)
2013 2014 2015
TV spend shows a clear seasonality pattern which is very consistent year-on-year. Media
spend shows highest spend levels in spring and fall, with summers relatively quiet. TV
vendors all use monthly indices to reflect the seasonality influences in their rate cards.
Source: Nielsen, 2013 - 2015, data run off on 19 August 2015

69
When looking at individual brands advertising on TV, supermarket chain
Jumbo comes out on top, followed by fellow supermarket chain Albert
Heijn. Overall, retail brands dominate the top 10 with 4 brands in total.
No. Brand Category TV gross spend
Q2 2015
1 Jumbo Supermarkten Retail € 25.261.744
2 Albert Heijn Retail € 15.824.156
3 Nivea FMCG € 10.693.243
4 Kruidvat Retail € 10.572.944
5 Plus Retail € 9.243.542
6 Vodafone Telecom € 8.405.226
7 Simpel Telecom € 8.404.578
8 HG FMCG € 7.999.683
9 McDonalds Quick service restaurant € 7.244.738
10 Staatsloterij Lottery € 7.199.348
Source: Nielsen, 2015, data run off on 18 August 2015

70
Clutter of broad family/women’s channels. Kids and male channels have
a more distinct profile. Also TLC manage to create a real clear Female profile.
Source: SKO, 2015 Q1-Q2, base: all adults 13+
Fox
Old
Young
Male Female

71
No clear “second screen definition”. Please take a look at two ways in
which the “second screen definition” is used.
SECOND SCREEN
Use of other screen
(smartphone, tablet, laptop)
while watching TV
To interact with the TV programme To do other stuff

72
Two 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.
Online (laptop/tablet)
SKO is planning to start delivering the first online video advertising data (census data) in 2015.
Census data will be available for both traditional as well as non-traditional broadcasters starting
in September 2015. The next step will then be to add panel data to the census data.
40% of non-
linear TV
viewing is on
the same day;
28% is watched
the day after the
original
broadcast
Source: SPOT TV Annual Report 2014
4.5% of total
viewing time
is non-linear
via TV
screen
VIDEO ON DEMAND
TV screen, laptop, tablet
and/or smartphone.
Non-linear TV-viewing
(broadcast by traditional broadcasters, i.e. RTL, SBS and Ster)
Broadcast via non-traditional broadcasters
(i.e. Netflix, Youtube, etc)
Also for ‘Video on demand’ the definition is clarified to avoid confusing

73
Main players – ‘traditional’ non-linear viewing
Hard disk recorder
‘RTL XL’ & ‘Kijk’
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. Available via laptop, smartphone, tablet and smart TV.
‘Uitzending Gemist’ (NPO)
TV content from all the public TV channels. Available via laptop, smartphone, tablet and smart TV.
NLziet (NPO, RTL, SBS)
NLziet is a subscription (€8.- per month) for the three online platforms NPO Plus, RTLXL and Kijk.
Subscribers can watch all content of Dutch TV up until 365 days after broadcasting. No advertising.
Available via laptop, smartphone and tablet.

74
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.
Netflix entered the Dutch market in September 2013. For €8.- per month users have a basic account
and have unlimited access to movies and series. Next to the basic subscription Netflix also offers a
standard (€10.-) and premium (€12.-) subscription. Available via laptop, tablet, smartphone and
smart TV.
YouTube offers mostly user-generated content. The first paid channels have already been
introduced. Not yet in the Netherlands, but it 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-per-movie). Available via laptop. In August 2013 RTL took over
Videoland.
Main players – non-traditional

75
Netflix is already very popular in the Netherlands, but there are some
alternatives
Netflix alternatives:
- Videoland unlimited
- Mubi
- SundanceNow Doc Club
- Spuul
- Crunchyroll
- Gaiam TV
Netflix has an estimated total of 1.3 million
subscribers in the Netherlands already. It is
now said that Netflix can be as popular in the
Netherlands as it is in the US, where
households that have a Netflix subscription
watch almost 20% less linear TV and the
audience ratings of women who watch TV
have decreased by 15% within one year.
Source: http://www.nu.nl/internet/4024618/overzicht-zes-beste-netflix-alternatieven.html | http://www.pwc.nl/nl/persbericht/ott-tv-ten-koste-van-lineair-tv-kijken.jhtml

76
For the first time since Q1 2014 the number of people saying they aren’t multitasking has
increased again. The use of a mobile phone for multitasking seems to level around 30%, with
tablet use for multitasking between 16%-20%. Games, reading news, chatting, email and social
network are the most popular activities while watching TV.
Source: GlobalWebIndex, 2014.Q1 - 2015.Q2, Base: Internet users NL16+
0%
10%
20%
30%
Multi tasking activities
Q1 2014 Q2 2014 Q3 2014
Q4 2014 Q1 2015 Q2 2015
0%
5%
10%
15%
20%
25%
30%
35%
40%
None of
above
Mobile
Phone
Laptop Tablet Desktop E-
reader
Multi tasking while watching TV
Q1 2014 Q2 2014 Q3 2014
Q4 2014 Q1 2015 Q2 2015

77
Gender
Multitasker while watching TV: 35-44 years old, mid to high income
and interested in music, websites, gaming and gadgets
49.3% 50.7%
19% 21% 25% 20% 15%
0
50
100
150
0%
25%
50%
% Index
Source: GlobalWebIndex, 2015.Q2, Base Internet Users NL16+ (N= 751), TA: MultiTasker While watching TV (N=491)
24%
48%
28%
Low (Bottom 25% income) (index 96)
Mid (Mid 50% income) (index 104)
High (Top 25% income) (index 113)
Interests
Income
Age
0
50
100
150
0%
20%
40%
60%
80%
% Agree Index

78
Based on time spend, social media, chatting and games are most
popular while watching TV
Linear TV
0
5
10
15
20
25
30
0
1
2
3
4
MinutesperdayLiveTV
Minutesperdaymultitasking
Multi-tasking linear TV - time spend
Social media, forums
SMS, (online)chatting
Play online games
Live Radio
Reading newspaper
E-mail
Other websites and apps
Reading magazine
Multi-task activity

79
YouTube by far the highest reach. Within the ‘traditional’ players, RTL has
the highest reach. Netflix’s reach is growing steadily, resulting in being
the third video on demand platform since april’15.
Source: DAM August 2014 – July 2015 (Base:13+).
0%
10%
20%
30%
40%
50%
60%
70%
80%
aug-14 sep-14 okt-14 nov-14 dec-14 jan-15 feb-15 mrt-15 apr-15 mei-15 jun-15 jul-15
Video on Demand – monthly reach
YouTube RTL XL Netflix NPO gemist Vimeo KIJK SBS6 / NET5 / Veronica NL Ziet

80
RTL XL does have the highest reach. There is a clear higher reach for
Netflix in the 13-19 age group. The reach TV vendor gain with linear
viewing, still is way ahead compare to the non-linear.
0%
5%
10%
15%
20%
25%
Totaal 13+ 13-19 20-34 35-49 50-64 65+
Monthly reach
RTL XL Netflix NPO gemist Kijk.nl
Source; DAM 13+, Jan 2015 – Jul 2015 (monthly average) | SKO 13+, Jan 2015 – Jul 2015, lowest month reach witin the period
STER: 95%
RTL: 94%
SBS: 91%
STER: 91%
RTL: 91%
SBS: 89%
STER: 96%
RTL: 95%
SBS: 93%
STER: 99%
RTL: 97%
SBS: 90%
STER: 96%
RTL: 94%
SBS: 92%
STER: 91%
RTL: 89%
SBS: 85%

81
People still watch twice as much online video on desktops/laptops
than on tablets and smartphones. Netflix is the most popular on-
demand media service with 16%.
29%
9% 10%
41%
15% 14%
8% 8%
23%
15% 16%
5%
12% 11%
7%
33%
42%
52%
45% 44%
27% 19%
39% 32% 34%
Reach for devices used by people to watch video
on demand
Daily Weakly Monthly Never Don't own this device
13.8%
14.4%
4.2%
15.7%
10.3%
4.4%
19.2%
10.7%
3.1%
0%
5%
10%
15%
20%
25%
Netflix RTL XL Videoland
Which of the following services have you used in the
last month?
2014- Q4 2015- Q1 2015- Q2
Source: Motivaction, Onderzoek Online Video 2014, base: online consumers 14-65 years old (N=1,083) | Source: GWI on-demand media service Q3 2014 – Q2 2015, base: all adults 20-49
| Warc
Television is falling out
of favour, experiencing
double-digit declines in
usage around the world
as consumers
increasingly turn to
various digital devices
to view video content

82
Professional content most popular, both TV as well as other professional
content. Only the younger target group (13-19 years old) spend equal amounts
of time on both professional content as well as user generated content.
0
5
10
15
20
25
NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year
Minutesperday
Non-linear content
Non-Linear TV content Other professional content User generated/youtube

83
Catch-up TV has grown significantly. The programme ‘Boer zoekt vrouw’
(‘Farmer wants a wife’) is the most watched catch-up TV show in the Netherlands.
Date Day Programme Channel Viewers
(x1000)
1 15-03-2015 Sun Boer zoekt vrouw NPO1 991
2 01-01-2015 Thu Wie is de mol NPO1 919
3 24-10-2014 Fri Flikken Maastricht NPO1 816
4 08-03-2015 Sun Divorce RTL4 698
5 24-12-2014 Wed All you need is love kerstspecial RTL4 615
6 25-01-2015 Sun Moordvrouw RTL4 552
7 31-12-2014 Wed Oudejaarsconference Youp wat
is de vraag
NPO1 539
8 02-02-2015 Sun Boer zoekt vrouw internationaal NPO1 529
9 21-12-2014 Sun Boer zoekt vrouw 10 jaar NPO1 511
10 09-11-2014 Sun Nieuwe buren RTL4 489
Source: SKO, trends in uitgesteld kijken via de televisie,+ 02:00-26:00 UUR, 2008-Q1 - 2015

84
The cinema chains JT
(British) and Kinepolis
(Belgium) are taking up
the battle with cinema
chain Pathé. Their
market share in the
Netherlands is rising.
#locations #cinema halls #seats
Pathé 21 162 36,523
Kinepolis 11 61 11,264
JT 5 34 6,759
Utopia 5 34 6,365
Other 31 136 19,323
Total 73 (57%) 427 (66%) 80,234 (70%)
#locations #cinema halls #seats
JT 16 76 13,669
Other 38 145 20,941
Total 54 (43%) 221 (34%) 34,610 (30%)
The capacity of the cinema
sector has increased 10%
since 2009. Movie theatres
(34 in 2014) grew relatively
faster than cinemas (141 in
2014). The admission price of
substitutes (other leisure
activities) grew faster than
the admission price of
cinemas.
Source: Jean Mineur & Fox Screen, 8th september ’15 | http://www.filmonderzoek.nl/ocw-ontwikkelingen-in-de-cultuursector
Next to main player Jean Mineur, Fox Screen (sister company of CineFox; silent
local advertising) entered the market as vendor for national cinema advertising.
With 70% of the seats, Jean Mineur still is the biggest vendor.

85
Number of cinema visitors is increasing in line with the number of
film releases per year
-
100
200
300
400
0
5
10
15
20
25
30
35
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
#Cinemas&FilmReleases
Visitorsinmillion
# Visitors (million) # Film releases # Cinemas
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema
Media Owners), annual report 2014 | http://www.volkskrant.nl/media/britten-en-belgen-gaan-strijd-met-pathe-aan~a4128460/

86
A big increase in cinema visits is visible in the last weeks of the year
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), annual report 2014 | http://foxscreen.nl/
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Visitsin‘000
4-week period
Cinema visits per 4 weeks
2014 2013

87
0
20
40
60
80
100
120
140
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
Mediaspend(in€millions)
Seasonality cinema (spend & visitors)
Average visitors index 2007-2011 2012 2013 2014 2015
Cinema doesn’t have the same seasonality pattern that we see for TV, however
there is generally an increase in spend around December. Cinema vendors use
monthly indices to reflect the seasonality influences in their rate cards.
Source: Nielsen, 2012 -2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
| Average seasonality cinema visits Jean Mineur Network 2007-2011

88
The movie ‘Gooische Vrouwen 2’ was the most popular film in 2014
Title Revenue
(in ‘000)
Visits
(in ‘000)
Gooische vrouwen 2 € 10,105 1,184
The Hobbit: Battle of the Five Armies (3D) € 8,533 835
The Wolf of Wall Street € 5,898 671
The Hunger Games: Mockingjay – part 1 € 5,699 674
RIO 2 (3D) € 4,696 580
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema
Media Owners), annual report 2014

89
The regular cinema visitor is more male and are younger than the non-
regular cinema visitor. Both groups do have a higher social class.
52% 49%
Profile regular cinema visitor*
Source: NOM Print & Doelgroep Monitor 2014 I – 2014 II, base: total NL 13+ (N=21,160) | * Cinema visitor is defined as some who visits at least once a month a cinema,
non-regular visitor are people who visit cinema less then once a month.
Profile non-regular cinema visitor*
5%
32%
20%
18%
15%
10%
13-14 (index 168) 15-24 (index 224)
25-34 (index (141) 35-49 (index 70)
50-64 (index 65) 65+ (index 50)
Social
class
% Index
A 31% 165
B1 33% 102
B2 17% 83
C 16% 67
D 3% 68
Social
class
% Index
A 21% 110
B1 35% 110
B2 22% 108
C 20% 82
D 2% 49
47% 53%
4%
18%
17%
31%
21%
9%
13-14 (index 135) 15-24 (index 124)
25-34 (index (121) 35-49 (index 120)
50-64 (index 89) 65+ (index 49)

90
For both Q1 and Q2 2015 the age group 16-23 has the highest reach
Source: Stichting Filmonderzoek, Dashboard Bioscoopbezoek eerste half jaar 2015
46% 45%
55%
41%
37%
34%
28%
20%
34%
37%
55%
37%
31%
26%
19%
14%
0%
10%
20%
30%
40%
50%
60%
6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+
Cinema reach per quarter
Q1 2015 Q2 2015

92
MCP: Listening
Consumers´ listening patterns are also
rapidly changing. New players such as Spotify have
entered the market and are changing the way
consumers experience music. The availability of music
and radio via multiple devices further impacts how
people experience listening to music and radio.

93
Trends and developments I
Apple has launched their own streaming
provider called Apple Music. The service can
only be used with Apple devices for €10 per
month. Apple is trying to distinguish itself by
giving good music suggestions.
Facebook wants to distinguish itself by a
system in which the company pays royalties to
artists and labels in exchange for the video
clips. Besides the platform for music videos
they will launch streaming service that has to
compete with Spotify and Apple Music.
Source: http://www.nu.nl/reviews/4080476/eerste-indruk-apple-music-gaat-van-fascinerend-frustrerend.html | http://www.dutchcowboys.nl/online/ook-facebook-werkt-aan-eigen-
streaming-muziekdienst | http://www.emerce.nl/nieuws/weinig-nederlanders-betalen-spotify

94
Trends and developments II
The current broadcasting licenses of commercial
radio for broadcasting via FM and DAB+ expire in
2020. The government will assign new licenses by
auction.
Radio stations who wants to broadcast on FM,
also has to broadcast through DAB+. Since 2015
also DAB+ licenses without FM licenses are sold
by the government.
Compared to other European countries, the
Netherlands have the fastest role of digital radio
DAB+.
The media exchange is an independent trading
platform for real-time program tic buying of radio
spots at theme stations (e.g. 538 dance
department, Sky radio lounge, etc). The Media
Exchange support real time buying for radio spots
the way online display advertising is bought.
Participating radio stations are online theme
stations of: 538 Groep, Sky Radio Group, Q-
music, Radio 10, 100%NL, Arrow Caz, RTL
Lounge, Soul Radio, Candlelight, Slam!FM,
DeepFM, BNR Nieuwsradio, Brute Beats, 18 Hits
en Gooisch music.
Source: http://www.themediaexchange.nl/?mc_cid=b905d536f1&mc_eid=5ced93674c | http://radio.nl/807298/veiling-van-radiofrequenties-wat-gaat-er-gebeuren

95
Dutch radio stations, with advertising possibilities (I/II)
STER
One Media Sales
Sky Radio Group
Q-Music NL
FD Mediagroep
Source: retriever.nl, August 2015 | http://www.nrc.nl/nieuws/2015/03/05/npo-radio-6-stopt-per-1-januari-met-uitzenden/
Radio 6 will
stop 1
January 2016
because of
budget cuts

96
Dutch radio stations, with advertising possibilities (II/II)
Flux Media Factory
Groot Nieuws Radio
Traffic Radio
FunX
115 regional stations
23 online stations
Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations
Note: Sales via E Power, but with national coverage
Source: retriever.nl, August 2015

97
Both Radio538 and Q-music have increased their market share. While Sky Radio
and 3FM have decreased market share. After the enormous increase in market
share in December for Radio2, share is back to normal (around 8%).
Source: NLO, based on audience of 10+, Note: % is Avg Dec’14-May‘15 vs Jun-Jul‘15
0%
5%
10%
15%
Market share (%)
Dec'14-Jan'15 Feb-Mar 2015 Apr-May 2015 Jun- Jul 2015
+ 5%
+15%
-4%-7%
+ 6%
+ 13%
DJ´s Coen and
Sander have left
3FM and moved to
Radio 538. Also
Gerard Ekdom
moved from 3FM
to radio 2

98
The three biggest radio stations by advertising revenue are Radio 538, Sky
Radio and Q-Music. Radio 538 and Sky Radio both had a increase in revenue
in Q1-Q2 2015.
0
10
20
30
40
50
60
70
80
90
MediaSpendperStation(inMillions)
Q1 - Q2 2014 Q1 - Q2 2015+12%
+20%
-1%
+164%
+3%
Source: Nielsen, Q1 2014 – Q2 2015, Data run off on 18 August 2015

99
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
GrossmediaspendX1000
2013 2014 2015
Although the spend levels for Radio differ within the years, there seem to be clear seasonality influences. From January to June
spending slowly increase. After a dip in the summer period, the radio spending increase to their maximum in Q4 (due to multiple
top-lists and Christmas actions at the end of the year). Some Radio vendors uses monthly indices to reflect the seasonality
influences in their rate card.
Seasonality spend influences for radio
Source: Nielsen, 2013 -2015, Data run off on 18 August 2015

100
No. Brand Category Gross spend in € Q2 2015
1 Renault Automotive € 4.158.871
2 KPN Telecom € 4.096.390
3 Volkswagen Automotive € 3.805.084
4 Rabobank Finance € 3.528.859
5 ZIGGO Telecom € 3.289.572
6 Lidl Retail € 3.249.412
7 Kruidvat Retail € 3.216.826
8 Vodafone Telecom € 2.607.510
9 Staatsloterij Lottery € 2.357.236
10 Citroën Automotive € 2.224.095
When looking at individual brand level in Radio advertising, Renault comes out on top
followed by KPN and Volkswagen. Overall, Telecom and Automotive dominate the top 10
radio spend with both 3 brands.

101
For the older audience there is some clutter, mostly for the public
stations. A young and more female station is missing in the radio
landscape.
Source: NLO, 2015 (jan-juni), based on 13+
Young
Male Female
Old

102
Desktop and laptop getting less popular for radio usage. Mobile phone
and SettopBox show an increasing trend as device for listening to radio.
Source: Trends in Digital Media 2014, GfK Intomart, June 2015, base: online population 13+ (N=1,258) *Claims to listen radio via device
0%
5%
10%
15%
20%
25%
30%
35%
June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15
%Agreetolistenviadevice
Digital radio listening*
Desktop Laptop Smartphone Tablet SettopBox Streaming- network audioplayer

103
Most time spend online radio via Desktop, followed by Digital TV and
laptop. Radio station apps getting popular, although Spotify is way ahead.
No big difference between app download for Phone or Tablet.
Source: Trends in Digital Media, GfK Intomart, June 2015, base: All (n=1258)
0% 5% 10% 15% 20% 25%
Spotify
Radio 538
NPO 3FM
Q-music
Nederland.fm
NPO radio 2
NPO radio 1
Sky Radio
100%NL
Radio Veronica
NPO radio 4
Radio Apps (downloaded)
Tablet (n=810)
Smartphone (n=1036)
82
81
53
45
27
11
0
50
100
150
200
250
300
350
Average minutes per week
Desktop
Digitale TV
Laptop
Streaming-/network player
Smartphone
Tablet
Source: Trends in Digital Media, GfK Intomart, June 2015, base: owners of tablet and/or smartphone

104
Streaming music
Application-based (laptop &
smartphone) music streaming
service. 6,8 million free users
(1.7 million monthly active).
Only 7% of the Dutch are
paying for the music streaming
provider Spotify. Part of the paid
versions are offered through
agreements with KPN and T-
mobile.
Reach Q2 2015
24,9%
An audio platform that
enables sound creators to
upload, record, promote and
share their originally-created
sounds.
Reach Q2 2015
6,8%
Web-based music streaming
service. Also available on
smartphone (partner with
telecom provider T-Mobile)
Spot advertising within
playlist possible.
Reach Q2 2015
2,7%
Personalised radio station,
introduced in 2012 by Sky
Radio Group.
Club Judge (online
Party/Event platform) offers
non-stop DJ-set via My
Radio
Reach Q2 2015
0,1%
Source: Spotify | DAM Q2 2015 (TA 13+ N=1,091), Average monthly reach | Device ownership Spotify - Trends in Digital Media, GfK Intomart, Dec 2014, base: online
population 13+ who own a tablet and/or smartphone AND have al least one app

106
MCP: Reading
Reading is slowly shifting from paper to (online) screens. More and more people are reading
newspapers on their tablet or mobile phone. Increasingly, news content is being accessed
via free news sites or apps. These new possibilities to get news and read magazines are
dramatically changing the experience of reading.

107
Trends & developments – I
On 11-12-2014 Wegener and
De Persgroep announced they
will merge together in one
company called: De Persgroep
Nederland.
More news media are putting up
a online paywall on their
website. This means you have to
pay to see most of the content.
NRC is the latest newspaper that
has implemented this, starting
September 2015. So far the big
Dutch news media who use a
paywall are Nederlands
Dagblad, De Volkskrant, Trouw
(partly), De Correspondent and
Blendle.
In March 2015 RTL Ventures (part
of RTL Nederland) announced to
become a participant in
Reclamefolder.nl for 34.8%.
Reclamefolder.nl is the largest
platform for mobile advertisement
leaflets and sale discounts in the
Netherlands.
In 2014 Reclamefolder.nl was
ranked 3rd for most used e-
commerce apps in the Netherlands
Source: http://www.adformatie.nl/nieuws/acm-de-
persgroep-mag-wegener-overnemen
Recently this year ACM
approved the merger, after
complaints from NRC Media
about De Persgroep Nederland
being too dominant
Source: http://fonkonline.nl/media-nieuws/reclamefoldernl-
deels-in-handen-van-rtl-ventures-(31060).html
Source: http: //allnative.net/scriptie/1-kranten/ |
http://www.denieuwereporter.nl/2015/03/nrc-nl-gaat-in-
september-achter-een-paywall/

108
Trends & developments – II
The Folder vakprijs of 2015 has been won by
Lidl. This award is based on innovation,
stimulating action, distinctive, eye-catching,
creativity and brand building but also the
overall communication mix.
The new app PAPER is a daily online
magazine that offers the best of de
Volkskrant, Trouw, Algemeen Dagblad, Het
Parool, De Morgen and the regional
newspapers of de Persgroep for €5,95 per
month.
Source: http://www.distrifood.nl/formules/nieuws/2015/5/lidl-wint-folder-vakprijs-2015-10191167 | http://www.adformatie.nl/nieuws/barbara-van-beukering-lanceert-paper

109
Trends & developments – III
Chief editor Sjuul Paradijs has
stepped down immediately at
De Telegraaf. The reason for
the departure is probably a
conflict between the editorial
staff and the directors of the
newspaper about a
reorganization of the company.
Telegraaf Media Group has
difficulties for years now. Last
year, the company suffered a
loss of 38 million euros.
NRC-Q is the new business
news site of NRC. NRC Q talks
about companies, the business
world, your career and
combining work and private
spheres. All this news is made
for your mobile phone and
tablet.
For unlimited access to their
documents and archives you
can become a member and pay
8 euros per month.
The current editorial office of
Nrc.next will cease to exist. One
major editorial office of NRC will
make a morning and an evening
paper. With this new approach,
NRC will compete with other
morning papers. Nrc.next was
launched in 2006 and had a
young audience as target group
in mind.
http://nos.nl/artikel/2036251-hoofdredacteur-weg-bij-de-telegraaf.html | http://www.nrc.nl/hoofdredacteur/2014/04/29/nrc-q-nieuwe-zakelijke-nieuwssite-voor-mensen-
met-haast/ | https://www.villamedia.nl/artikel/nrc.next-houdt-op-te-bestaan-in-huidige-vorm

110
Blendle is a platform for quality content. For a small fee subscribers are one click away to buy
articles from several newspapers and magazines. It is steadily growing in paying costumers
and page visits.
They have 260,000 registered users of which 57,000 have paid and is monthly active.
In April, Blendle has added international news papers as The New York Times, The Wall Street
Journal and The Washington Post.
On 14th September, Blendle will be launched
in Germany.
Source: http://www.nu.nl/media/3913043/blendle-krijgt-3-miljoen-van-new-york-times-en-axel-springer.html; http://tweakers.net/nieuws/102770/blendle-heeft-57000-actieve-
gebruikers.html
New media development: pay-per-article

111
Newspapers print circulation keeps decreasing (-12% 2014 vs 2013)
0
500
1,000
1,500
2,000
2,500
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Quarterly circulation figures (in ‘000s)
National newspapers Regional newspapers Free sheets E-paper
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 app. NB: This does not include a
newspaper’s regular website or mobile site (Digital only replica and Digital only non-replica). E-paper is no longer measured in 2014.

112Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation)
Title Total free circulation 2014 Total paid circulation
2014
Total other circulation
2014
Total circulation 2014
De Telegraaf 23,670 455,927 33,780 513,377
AD 35,948 347,419 13,569 396,936
Metro 0 0 388,002 388,002
De Volkskrant 32,597 220,091 11,486 264,174
NRC Handelsblad 7,537 156,886 5,050 169,473
Dagblad De
Limburger
(combinatie) 3,567 135,169 2,588 141,324
De Gelderlander 4,292 114,516 3,547 122,355
Noordhollands
Dagblad 1,872 105,018 3,185 110,075
Dagblad van het
Noorden 1,000 100,307 5,778 107,085
De Stentor 3,764 99,375 3,017 106,156
Total 1,734,708 114,247 470,002 2,318,957
De Telegraaf has the highest total circulation in 2014

113
Online reach of news site Nu.nl is bigger than websites of traditional
print papers
No. Top 10 online News
brands
Reach (%) Reach (‘000) # Visits (‘000) Frequency
1
Nu.nl
47,6 6,735 144.662 21,5
2
Telegraaf
34,7 4,908 70.628 14,4
3
NOS.nl
36,4 5,154 128.088 24,9
4
AD
32,3 4,565 68.654 15
5
RTL nieuws
19,7 2,785 21.170 7,6
6
De Volkskrant
11,3 1,605 10.163 6,3
7
NRC
10 1,408 6.141 4,4
8
Metro
7,7 1,086 2.593 2,4
9 Trouw 5,6 788 3.200 4,1
10 Parool 4 563 1.890 3,4
Source: DAM, All platforms 1/4/2015 – 21/06/2015, TA: 13+ (Since iOS8 Apple users are excluded from DAM, DAM is working on a solution)

114
-
20
40
60
80
100
120
140
January February March April May June July August September Oktober November December
Mediaspend(inMillions)
2013 2014 2015
In the summer period there is a small decrease in spend. Spend also
increases leading up to the Christmas season.
Source: Nielsen, 2013 -2015, data run off on 18 August 2015

115
1 Kras Reizen Travel € 11,773,805
2 NRC* Media € 9,996,499
3 Corendon Travel € 6,320,879
4 Molenaar Health € 6,227,457
5 Stip Reizen Travel € 5,929,916
6 Bel & Win RVG Lottery € 5,788,378
7 Aldi Retail € 5,499,768
8 KPN Telecom € 5,494,061
9 Effeweg.nl Travel € 3,613,016
10 Hollands Nieuwe Telecom € 3,221,348
When looking at media spend on an individual brand level, Kras
comes out on top followed by NRC and Corendon
*NRC brand consists of all media of NRC. Most ads are for their own newspapers

116
Telegraaf and Brabant Combinatie stay on top and increase in spend
compared to Q1-Q2 2014. Local daily newspapers are well represented.
0
20
40
60
80
100
120
140
Mediaspend(inmillions)
Q1-Q2 2014 Q1-Q2 2015
+13%
-31%
+85%
-43%
In the spring of 2015 a new local
news medium is launched called
e52 (online and paper). This
started in Tilburg but is set out to
become a local medium for cities
around the Netherlands.

117
Since 1 October 2014, only 1 free sheet is left: de Spits has
been integrated in the Metro, it remains in the ownership of
Telegraaf Media
Title Media owner /
Publishing
house
Sales
house
Distribution
Metro
Telegraaf Media
Nederland /
Landelijke Media
B.V.
Telegraaf
Media
Nederland
National distribution &
special editions in
Amsterdam, The
Hague, Rotterdam

118
Both tablet and mobile are more and more popular for reading
newspapers. All digital platforms are most used on daily level.
0%
5%
10%
15%
Less than once
a month
Once a month
Once every two
weeks
Once a week
2-3 days a
week
4-5 days a
week
6-7 days a
week
Pc/Laptop Mobile Tablet
36%
17%
15%
38%
20% 20%
36%
21%
23%
35%
22%
24%
NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II
NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II
Source: NPDM releases: 2012 II – 2013 I to 2014 I – 2014 II, base: total NL 13+Source: NPDM releases: 2014 I– 2014 II, base: total NL 13+
Digital use of newspapers

119
Small increase in magazine circulation (+1% YoY); Family & celebrity
show large increase due to introduction of ‘Alles voor’, a collaboration
between Bol.com and AH.
0
1000
2000
3000
4000
5000
6000
7000
2009 2010 2011 2012 2013 2014
Quarterly circulation figures (in ‘000s)
Culinary mags (incl sponsored)
Family & celebrity
Women's
TV listings
Home decoration, gardening & DIY
Kids & youth
Special interest
Parenting
Sports
Management
Other
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.

120
Sponsored magazines have the highest circulation. Kampioen has
the highest total circulation in `2014.
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
Title Total free circulation 2014 Total paid circulation
2014
Total other circulation
2014
Total circulation 2014
Kampioen 0 3,537,771 0 3,537,771
AllesVoor 0 0 2,252,030 2,252,030
Allerhande 0 0 2,119,594 2,119,594
Boodschappen 0 0 1,967,494 1,967,494
Eigen Huis
magazine 0 704,651 0 704,651
Vrouw 600,411 0 19,677 620,088
Zorgbelang 1,771 0 506,671 508,442
Veronica
Magazine 749 470,145 184 471,078
Villa d'Arte 217 368,391 429 369,037
Libelle 1,083 347,466 2,306 350,855
Total 604,231 5,428,424 6,868,385 12,901,040

121Source: NOM Print & Doelgroep Monitor 2014- I 2014- II, base: total NL 13+ (N=21,160)
Women’s, family & celebrity titles have highest reach
Top 10 magazine titles
in terms of audience reach
Publication type
Average issue reach amongst
NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
Kampioen Family/celebrity 5,238 39,2
Allerhande Sponsored 4,210 31,5
Libelle Women’s 1,815 13,6
Donald Duck Kids/youth 1,526 11,4
Veronica TV listings 1,502 11,3
Margriet Women’s 1.286 9,0
Vrouw Women’s 1.191 8,9
LINDA. Women’s 1.180 8,8
Privé Family/celebrity 1.154 8,6
Quest Science 1.072 8,0

122
-
10,000
20,000
30,000
40,000
50,000
January February March April May June July August September Oktober November December
2013 2014 2015
There is a strong seasonality in magazines in which the summer period
shows a strong decrease in media spend. It shows highest spend levels
in spring, fall and during the Christmas season.
Source: Nielsen, 2013 -2015, data run off on 19 August 2015

123
1 Hollands Nieuwe Telecom € 1,675,490
2 Molenaar Health € 1,418,449
3 Elsevier* Media € 1,364,590
4 ANWB Transport € 1,038,398
5 Voordeeluitjes Travel € 1,015,903
6 Vrouwonline Media € 940,032
7 Andrelon FMCG € 921,874
8 Lipton FMCG € 853,317
9 Sanoma* Media € 852,791
10 Stella FMCG € 793,091
When looking at individual brand level in Magazines advertising, Hollands
Nieuwe comes out on top followed by Molenaar and Elsevier
*Sanoma brand consists of all media of Sanoma. Most ads are for their own magazines
*Elsevier brand consists of all media of Sanoma. Most ads are for their own magazines

124
Despite a decrease in advertising revenue, Allerhande is still on top in
1HY 2015
0
2
4
6
8
10
12
14
16
18
Mediaspend(inmillions)
Q1-Q2 2014 Q1-Q2 2015
-10% +14% -15%
6%
-15%-7%
12%

125
No high usage of magazines via digital platforms yet. PC/Laptop most
popular and also most often used
12%
4%
6%
13%
5%
8%
12%
5%
8%
11%
5%
9%
NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II
NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II
Source: NPDM releases: 2012 II – 2013 I to 2014 I – 2014 II, base: total NL 13+
0%
1%
2%
3%
Less than once a
month
Once a month
Once every two
weeks
Once a week2-3 days a week
4-5 days a week
6-7 days a week
Digital use of magazines
Source: NPDM releases: 2014 I – 2014 II, base: total NL 13+

126
Printed doordrops have a higher reach than printed doordrops
48%
79%
64%
71%
55%
24%
43%
64%
5%
16%
10% 12%
8%
3% 4%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
% Reach doordrops print – digital
Reach % - Print Reach % - Digital
Source: NOM folder monitor 2013 | NOM Huis-aan-huis bladen monitor 2014
# Title Reach %
1 Wegener Media 43,8%
2 Holland media combinatie 14,5%
3 Totaal Zuid Holland 9,9%
4 A&C Media 8,2%
5 NDC mediagroep 7,6%
Top 5 Door-to-door papers
All door-to-door
papers have a
reach of 61,8% in
the Netherlands

128
MCP: Communicating
Human beings are a social species, with communication taking place throughout the day.
Face-to-face interaction won´t disappear anytime yet but the younger generations don’t
differentiate so much anymore between online/offline communications. The social
experience around communication is changing as communicating via Facebook Messenger,
WhatsApp, Snapchat and the like is getting more and more accepted.

130
Calling through messenger apps:
Messenger apps are now also used
to call. 12% already uses a
messenger app (i.e. Whatsapp;
Facebook Messenger) and this
number keeps growing.
AdBlock on Mobile:
The company of Shine has
developed an app that blocks
out all advertisement on mobile.
Question is how this will effect
the mobile ad market. Mixed
reactions are heard from
publishers.
Snapchat:
Snapchat is the fastest growing
social network at the moment. The
network has 200 million monthly
users and 100 million people are
using Snapchat daily: together they
are sending 400 million snapchats a
day.
Source: http://www.emerce.nl/nieuws/bellen-via-berichtenapp-gemeengoed | http://www.emerce.nl/nieuws/infographic-fenomenale-groei-snapchat

131
Trends and developments – II
0%
10%
20%
30%
40%
50%
60%
Total 18-24 25-34 35-44 45-54 55-64
Using services such as AdBlock in the past month
Q3 - 2014 Q4- 2014 Q1- 2015 Q2- 2015
Source: GlobalWebIndex, 2015, Base Internet Users NL16+ (N=761)
A clear uplift
in the
younger age
groups when
it come to the
use of
AdBlocker.

132
Trends and developments III - Facebook users
51,3%
of all the
internet users
are using
Facebook
The Netherlands
have the highest
penetration of
mobile phone
Facebook users
(89,3%)
157,5
Million people
worldwide are
using
Facebook
Source: http://www.emarketer.com/articles/results.aspx?q=North%20America, Q2 2015

133Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
Facebook seems to have plateaued at very high level. YouTube is a (stable) second
network in terms of claimed usage. Google+ is rising significantly in claimed usage.
Do you use the social media listed below?
In Europe,
Facebook has
the highest
mobile
penetration in
the Netherlands
(89,3%)

134
Facebook and YouTube are most used platforms in the year 2014
Main platforms:
2.8 million
Dutch
people use
Twitter, 1
million use
it daily
3.8 million
Dutch
people use
LinkedIn,
0.4 million
use it daily
3.9 million
Dutch
people use
Google+,
1.3 million
use it daily
6.8 million
Dutch
people use
Youtube,
1.2 million
use it daily
9.4 million
Dutch
people use
Facebook,
6.6 million
use it daily
Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
0.1 million
Dutch
people
use
WeChat,
28.0000
use it
daily
1.6 million
Dutch
people
use
Pinterest,
261.000
use it
daily
1.8 million
Dutch
people
use
Instagram,
722.000
use it daily
0.1 million
Dutch
people use
Foursquar
e, 31.000
use it daily
0.3 million
Dutch
people
use
Tumblr,
125.000
use it daily
0.8 million
Dutch
people
use
Snapchat,
320.000
use it
daily
Upcoming
platforms:

135
Snapchat is used mainly by the new generation (gen Z) (55% 13-19)
11 13 16
8 11 10
20
55
24
27
29
29 30 23
34
32
28
28
31
30
33
31
26
9
24
23
19
24
20
24
15
3
13 9
5
9 7
12
6
Facebook Twitter Instagram Linkedin Pinterest Google+ Tumblr Snapchat
Age distribution of social networking sites in NL
65+
50-64
35-49
20-34
13-19
Source: DAM, Q2 2015, 13+ (Since iOS8 some apple users are excluded from DDMM, they are working on a solution)

136
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64
Active users monthly
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
Only in the age category 45-54 Facebook realized an increase in account ownership. In active
monthly users on Facebook the trend in Q2 was mainly upward. Although the overall trend for
the 25-34 and 45-54 groups is decreasing. Overall the Facebook activity seems to stabilize
around 40% for the NL market.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Account ownership
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
Source: GlobalWebIndex, 2015, Base Internet Users NL18+ Active user ‘Have done in the past month’

137
0%
10%
20%
30%
40%
50%
60%
Account ownership
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
Account ownership and active users of Twitter is declining for all age groups
except for 35-44. At age group 55-64 there seems to be an increase in Twitter
activity.
Source: GlobalWebIndex, 2015, Base Internet Users NL18+, Active user ‘Have done in the past month’
0%
10%
20%
30%
40%
50%
60%
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015

138
Account ownership of Instagram is high for the younger age groups (18-24).
Active users seems stable over time, with a small increase of activities for the
35-54 group.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Account ownership
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
Source: GlobalWebIndex, 2015, Base Internet Users NL18+, Active user ‘Have done in the past month
0%
5%
10%
15%
20%
25%
30%
35%
40%
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015

139
Account ownership for YouTube seems stable. For active users, there is a
increase in Q2 2015 for age groups 25-54. Only in the 55-64 age group, there is a
decrease in YouTube activity.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Account ownership
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
Source: GlobalWebIndex, 2015, Base Internet Users NL18+ Active user ‘Have done in the past month
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015

140
Social Media users in the Netherlands: All layers of society use Social
Media, but privacy concerns are still an issue
66% is
worried
about their
data being
sold
59% is
worried
about their
data in
general
58% doesn’t
know if they
can trust
social media
13% has
a lot of
trust in
social
media
Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+

141
Worries about privacy have increased among users under 40 while they
have decreased among older users. People are least worried about
government collecting their data.
45%
42%
47%
28%
Online privacy worries 2014
Phishing Identity fraud
Companies collecting data Government collecting data
52%
68%
66%
60%
52%
60%
71%
70%
58%
47%
0% 10% 20% 30% 40% 50% 60% 70% 80%
80+
65-79
40-64
20-39
15-19
Worries about privacy
2014 2015
Source: Ruigrok NetPanel, Whats happening online 2014, n=1.660 15+

142
Social TV buzz is booming, Starcom uses Echo Listening Tool to
analyze social media buzz. SPOT introduced Social TV Ratings to count
tweets around TV content.
Source: http://spot.nl/publicaties/gfk-twitter-tv-ratings, Q2 2015
From Echo Listening analyses we’ve
learned that people like to talk about
(special) TV campaigns. People also like
to talk about TV campaigns via social
media. However most of the
conversations are not program related
No. Date Title Channel Twitter
Reach
Tweets
1 19-5-2015 Eurovisie Songfestival Halve Finale NPO 1 476.464 185.090
2 23-5-2015 Eurovisie Songfestival Finale NPO 1 346.002 121.189
3 2-4-2015 The Passion 2015 NPO 1 313.431 34.494
4 9-4-2015 3FM Awards NPO 3 221.013 5.105
5 30-3-2015 De Wereld Draait Door NPO 1 195.825 1.087
6 11-4-2015 The Voice Kids RTL 4 164.558 6.675
7 19-5-2015 De Wereld Draait Door NPO 1 156.023 3.376
8 27-4-2015 Radar NPO 1 114.613 2.201
9 5-5-2015 70 jaar bevrijding: 5 mei concert NPO 1 113.456 2.616
10 10-6-2015 Friends for War Child NPO 1 95.383 1.505

144
Cookie Law
European study suggest new
cookie law in European Union.
The stated objectives are not
met with the current laws and a
new revision is again needed. A
new European commission will
start in September 2015 to see
what needs to be changed.
Fraudulent apps
A new phenomenon in apps are
fraudulent apps. These apps will
generate a lot more
advertisement than ‘normal’
apps. So people don’t see the
advertisement but mobile
advertisers still pay for
advertising. So these apps
create extra waste numbers for
mobile advertising and is
costing the user extra data
usage.
Microsoft stops with
advertising
Microsoft steps out of their
advertising activities in order to
focus on their core business.
The Benelux market goes to
AppNexus.
Source: http://www.emerce.nl/achtergrond/europese-commissie-cookiewet-moet-weer-schop; http://www.emerce.nl/nieuws/zeker-5000-apps-frauderen-advertenties;
http://www.emerce.nl/nieuws/microsoft-stapt-uit-advertentiemarkt-appnexus-neemt-benelux

145
Trends and developments-II
DMA Institute is an innovative and leading international digital media auditing and quality assurance service.
Empowering digital leaders and global organizations in “Assessing The True Value Of Digital Media’’.
With DMA you can measure the time ads are visible, which audience has seen the ad and which sites and placements
provided conversions for the brand.
DMA Institute is starting with a certifying process in which partners of DMA-I can earn certification after extensive
workshops, benchmarking and case-building. Starcom Netherlands is the first media agency to start with the
certification process.
Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren

146
The vieuwability of ads still is a problem regarding Integral Ad Science,
due to DMA Starcom is able to optimize vieuwability. With great results!
Viewability* comparison
49%
45%
47% 47%
44%
58% 58%
61%
66%
62%
40%
45%
50%
55%
60%
65%
70%
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
Integral Ad Science Starcom NL
Viewability* stats 3 most used formats
63%
67%
64%
60%
60%
59%
62%
63%
59%
49%
44%
44%
54%
48%
48%
62%
57%
58%
40%
45%
50%
55%
60%
65%
70%
Q4 2014 Q1 2015 Q2 2015
Leaderboard Starcom NL Medium Rectangle Starcom NL Skyscraper Starcom NL
Leaderboard IAS Medium Rectangle IAS Skyscraper IAS
Source: Integral-Ad-Science reports Q2 2014 - Q2 2015; DMA viewability Benchmark stats Starcom NL; *Viewability as IAB standard: 50% of ad more than one second in view

147
AOD Update
Flash is no longer supported
as the standard for
advertisement. HTML 5 is
the new standard for
banners and video’s online
because you don’t need any
plug-ins and has same
creatives for desktop as
mobile devices.
Pre-rolls are not fully
clickable anymore on
Youtube. Only the Url stays
clickable. According to YT
traffic will be of higher
quality and click behavior is
similar for desktop and
mobile devices.
Double-Click, the division of
google that helps uploading
ads on websites and
measuring their
performance, will start with
cross-device measurement
and native ads will be
introduced for mobile.
Source: AOD VIVAKI

148
Digital ad formats I
In 2014 IAB Europe introduced ‘Brand Builders’, a suite of six recommended brand advertising
formats. Both static and dynamic (expandable) brand advertising formats are included in the
suite to offer brand advertisers diversity in their campaigns.
Static Advertising Formats:
1. 300x600 Halfpage (static)
2. 728x90 + 160x600 Wallpaper (static)
3. 728x410 Landscape (static, new dimension, 16:9 compatible)
Dynamic Advertising Formats:
1. 300x250 → 728x410 Expandable Rectangle (float/slide 16:9)
2. 728x90 → 728x410 Expandable Leaderboard (float/slide,16:9
3. 160x600 → 300x600 Expandable Skyscraper (float/slide)
Source: IAB, Brand Builders Ad Format Descriptions, pulled off 2nd September ‘15

149
27%
14% 14%
36%
33%
14%
15%
37%
40%
14%
17%
38%
42%
14%
18%
38%
44%
15%
18%
38%
46%
17%
20%
41%
Social Networks Buying/selling Streaming video Searching for info
2011 II - 2012 I 2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II
Over the last two years all online activities have shown an increase in
usage. In the last half year all online activities showed an increase of
at least 2%.
Online activities done ‘often’ – across time
Source: NPDM 2011-II 2012-I to NPDM 2014-I 2014-II

150
Most activity on PC/Laptop. Mostly same activities at different
platform, although popularity activities per platform differs.
12%
12%
12%
14%
14%
15%
16%
21%
25%
27%
Made a phone call online
Played an online game
Searched for product or service to buy
Used a webmail service
Chatted to someone via an instant
messenger
Uploaded photos online
Watched a video clip
Checked the weather online
Used internet banking
Used a social networking service
Top 10 - Mobile
22%
28%
32%
35%
39%
45%
48%
49%
49%
60%
Chatted to someone via an instant
messenger
Uploaded photos online
Searched for a product or service to buy
Reviewed a product or brand online
Watched a video clip online
Purchased a product online
Top 10 - PC / Laptop
5%
6%
7%
7%
8%
8%
8%
9%
10%
10%
Purchased a product online
Listened to music on a music-straming
service
Played an online game
Searched for product or service to buy
Watched a video clip
Reviewed a product or brand online
Top 10 - Tablet
Source: GlobalWebIndex, 2015.Q2, Base Internet Users NL16+ (N= 651), Have done in the past month

151
Online population is slightly more male, but on a global level Dutch
women spend more time online than in most other countries. Internet
penetration amongst 65+ and lower educated is steadily increasing.
Internet penetration NL 2011 2012 2013 2014 Index (14/11)
Male 90.1% 91.1% 92.2% 93.1% 103
Female 84.4% 86.7% 88.1% 88.3% 105
13-17 years old 100.0% 99.6% 98.9% 98.9% 99
18-24 years old 99.4% 97.6% 99.5% 98.9% 99
25-34 years old 98.2% 98.0% 98.8% 99.4% 101
35-49 years old 95.3% 97.8% 98.1% 97.6% 102
50-64 years old 86.9% 90.0% 92.1% 91.8% 106
65+ 55.0% 57.9% 61.2% 66.4% 121
Low education 62.7% 66.3% 70.5% 70.5% 112
Medium education 90.6% 92.5% 93.3% 93.9% 104
High education 96.7% 97.4% 97.7% 98.2% 102
Source: Media Standard Survey 2014 (N= 5,100)

152
Mobile phone and tablet increase their popularity as a device to get
online. Most people (75%) do have online access on a daily bases.
0%
25%
50%
75%
100%
Online access in %
2012 I- 2012 II 2012 II - 2013 I 2013 I - 2013 II
2013 II - 2014 I 2014 I - 2014 II
75%
8% 5% 2% 0% 0% 0% 3% 1%
6%
(Almost)
daily
4-5 days
a wk
2-3 days
a wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No
access at
home
Online access - At home
9%
21%
10%
4%
1% 1% 1% 2% 1%
50%
(Almost)
daily
4-5 days a
wk
2-3 days a
wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No access
at work
Online access - At work
Source: NPDM 2014-I 2014-II, base: total NL 13+Source: NPDM 2011-II 2012-I to NPDM 2014-I 2014-II

153
Online shopping keeps growing in revenue. Q1 2015 showed a 16%
increase compared to Q1 2014. Especially toys have increased in
revenue (+40%).
8,200
9,000
9,800
10,600
13,730
4,350
6
7
8
9
10
11
12
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
€billions
Online home shopping spend People buying online
+11%
+10%
+9%
+8% +30%
+16% tov
Q1 2014
Top 5 branches with highest increase in online
spend in Q1 2015
18%
20%
20%
33%
40%
Travel Packages
Plane tickets & accommodation
Media & Entertainment
Tickets for events & attractions
Toys
Online
Source: Thuiswinkel Martkmonitor 2010 - Q1 2015

155
MCP: On the Go
On average people spend one hour On the Go (on weekdays). Time spent On the Go is stable
over the years although the moments that brands can get in contact with consumers while they
are On the Go are increasing. This is mostly due to increased smartphone and mobile
internet penetration, but also due to new and innovative digital OOH media solutions.
Time spent On the Go is changing rapidly from a relatively boring ´getting from A to B´ chore to
an enriched travel experience.

156
Trends and developments I
OOHA Media expand their business
in April with a LED mast along the
A15 highway. The LED mast is 12 by
9m. Since 2014 OOHA Media has
LED masts along the A1, A2, A30,
A73 and later this year along the
A12.
Source: http://www.adformatie.nl/nieuws/ooha-media-breidt-digitale-aanbod-uit-met-mast-
langs-de-a15
Starting May JCDecaux will exploit
the GVB trams in Amsterdam
through public tendering. Stickers
will be used as total view, meaning
the advertisers will be visible all over
the tram.
Source: http://www.adformatie.nl/nieuws/jcdecaux-wint-aanbesteding-reclame-exploitatie-
op-amsterdamse-trams
http://www.marketingtribune.nl/media/nieuws/2015/08/[interview]-eric-kip-over-digital-ooh-
en-exterion-media/index.xml
Exterion Media is the first major
outdoor vendor who launched Digital
OOH. At the new premium location
IJhal at Amsterdam Central Station
they launched the 70 inch with
partners Google , Coca -Cola, Amstel ,
T-Mobile and UPI.
Exterion media has won the concessions for the region
Haaglanden. Until 2020, Exterion has over 2,500 advertising
spaces on 2m2 format in this region.
The concessions for Utrecht are expected for a tender in
2016.
http://www.retrievermedianieuws.nl/exterion-media-wint-haaglanden/

157
Factsheet Outdoor II
Company Objects
JCDecaux Ad shells/6s, billboards, odd-sized objects
ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations
Clear Channel Hillenaar Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations
Interbest Masts near highways
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
OOHA Media Masts, LED masts
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, car2go/cargohopper
Boomerang Media Freecards
Centercom Buitenreclame A0 posters
Source: VivaKi, 3th September

158
Radio and internet popular on the go via smartphones. TV not yet
popular on the go.
94%
39% 43% 46%
6% 15% 6%
65% 62%
26%
3% 6%
98%
34%
10% 5% 4% 2% 4%
Place of access by medium type
Internet Radio TV
Source: Media Standard Survey 2014 (n = 5,100), Base = Total NL 13+, (* location isn’t asked for each medium type)

159
0%
10%
20%
30%
40%
Share of gross media spend OOH
2011 2012 2013 2014 Q1-Q2 2014 Q1-Q2 2015
Total Spend 2011: € 415,235,318
Total Spend 2012: € 468,007,528
Total Spend 2013: € 477,697,912
Total Spend 2014: € 505,435,502
Total Spend Q1-Q2 2014: € 249,463,676
Total Spend Q1-Q2 2015: € 229,459,740
Others
Outdoor market dominated by 4 main players: JCDecaux,
ExterionMedia, Clear Channel and Interbest. Q1-Q2 2015 shows a
decrease in spend compared to Q1-Q2 2014.

160
Total reach per vendor (based on all sides). Younger target audiences have
somewhat higher reach. For shelters Exterion, JCDecaux and Clear Channel don’t
differ much in reach. For billboards, JCDecaux has the highest reach.
Source: BRO, August 2015, database version CAFAS 15.0 | Reach is based on total sights per vendor available in CAFAS.
68%
77% 78%
67%
63%
58%
73% 73% 75%
68%
62%
57%
66%
80% 81%
74%
69%
63%
23% 24% 24% 24% 22% 21%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Shelters
Exterion (6,621 sides)
JCDecaux (9,234 sides)
Clear Channel (7,916 sides)
MMD (649 sides)
30% 30% 32% 30% 28% 26%
39%
61% 64% 61%
56%
52%
59%
43% 45%
40% 37%
34%
12% 13% 14% 13% 12% 11%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Billboards
Exterion (200 sides)
JCDecaux (722 sides)
Clear Channel (390 sides)
MMD (146 sides)

161
-
10,000
20,000
30,000
40,000
50,000
2011 2012 2013 2014 2015
No real seasonality influences. Although spend shows a small
increase through the year. Despite there is no real seasonality
influence, JCDecaux introduce season based indices.

162
McDonalds dominates the market of OOH spend, but on overall level,
Telecom dominates, having 4 brands in the top 10
1 McDonalds Quick service restaurant € 4,926,414
2 Hema Retail € 3,210,300
3 KPN Telecom € 3,028,277
4 Samsung Telecom € 2,739,953
5 T-Mobile Telecom € 2,390,842
6 ZIGGO Telecom € 2,079,175
7 Q-Music Radio € 1,710,679
8 Coca Cola FMCG € 1,653,092
9 Lidl Retail € 1,596,358

163
The digitalization of OOH offers many opportunities to interact with
consumers
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
http://www.retrievermedianieuws.nl/centercom-heeft-vlakken-in-10-extra-winkelcentra-gedigitaliseerd/
Smartscreens
The digital network of
Centercom is growing fast.
Centercom already has 26
shopping malls in their network.
The advertising displays will be
replaced by 350 SMARTscreens.

164
Beacons – consumer interaction 2.0
At 250 locations in Alkmaar and Purmerend all
outdoor objects are provided with beacons.
Exterion Media has the largest Dutch Beacon
network. Beacons are Bluetooth 4.0 channels
which can be detected by iOS and Android
apps. All interaction takes place via the app on
the user’s phone. The supplier of the app has
many opportunities to initiate actions that are
focused on place, time and the profile of the
app user.
In 2013, Apple launched their own iBeacon
system. Google has now launched their own
Beacon ‘game changer’ in 2015, called
EddyStone. It makes the deployment of
beacons unprecedentedly simple and efficient.
Source:http://www.adformatie.nl/nieuws/exterion-media-rolt-beacon-netwerk-uit | http://www.adformatie.nl/blog/eddystone-maakt-integratie-van-beacons-marketingmix-tot-kinderspel

165
Digital sites
Source: Vivaki Exchange new in 2014
Amsterdam
Rembrandtplein
Ziggo
Dome
Digitale mast
The Wow
Strijkijzer Den Haag
Schiphol
Astrovision
SMARTscreens

166
Street shelter (6-sheet)Mast Billboard (48-sheet 96-sheet)
Standard formats

167
Aerial advertisingA0 Sampling
Alternative formats I

168
Alternative formats II
Public transport Street objects Toilet advertising

169
MAAIKE
DE VRIES
Senior Insights & Data Manager
maaike.de.vries@starcom.nl
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!
SANDER
GEERLING
Insights & Data Consultant
sander.geerling@starcom.nl
WOUTER
MARTENS
Data & Business Solutions Consultant
wouter.martens@starcom.nl

171
TV audience measurement I
‘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).
Use of Media Standard Survey for weighting
The television audience measurement provides information on how many people watched a program, when
they watch and what their characteristics are. Viewing data is collected second-by-second by means of a
metering system that is installed at 1,250 house holds (2,750 persons) which is represented for the
Netherlands.
Source: www.kijkonderzoek.nl, 2nd of July 2014
Ratings are reported minute-by-minute for channels received in the Netherlands
independent of the way their signal is distributed.

Dutch Media Landscape 2015 Q2 Updated by Starcom

Dutch Media Landscape 2015 Q2 Updated by Starcom

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