Dutch Media Landschap 2017 Q2 update by Starcom

WHAT’S NEW
Q2 2017
Viewing time of linear TV is declining.
However, this has not affected gross media
spend. It’s even expected that TV spend will
further increase over the next years.
Cinemas are experimenting with different
forms of mobile user interactivity.
In this quarter, the growth of Apple Music is
exponential.
Q-music DJ’s Mattie & Wietze are not longer a
duo. The market share of Q-music decreased
from 9.4% to 8.9%.
Instagram’s stories-feature now has more
users than Snapchat.
Commotion around sexual content on
Dumpert and GeenStijl brought up discussion
about programmatic buying and advertisers’
responsibility for editorial content.
Newspapers are read more often on mobile
phone than previous years. FD and NRC.next
show relatively high share of online reach.
With the forthcoming 2018 European privacy
law (GDPR) the digital world is preparing for a
possible change in way of working.

Starcom is 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 will enjoy it.
MEDIA
PHILOSOPHY

In The Netherlands Starcom is part of Publicis
One. Publicis One is a house of brands consisting
of twelve labels in media, creative, technology,
data & production.
We work together in multidisciplinary teams and
from one P & L. Customers have access to all our
specialized labels, expertise and tools, and we
provide them with the best integrated brand, media
and (digital) communications solutions at local and
international level. This will result in higher quality,
speed and costs for our customers.

Watching
Listening
Reading
Communicating, Social Media,
Surfing online
Overall media and consumer
stats & figures
On the go
Appendix
The Netherlands: general
stats & figures
CONTENT

THE NETHERLANDS
general stats & figures

Dutch population is still growing and getting older. Since 2014, the
number of people with growing purchase power has increased.
2,502 2,906
4,644 4,815
2.26
2.17
1.0
1.3
1.6
1.9
2.2
2.5
0
2,000
4,000
6,000
8,000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Averageno.peopleinHH
#HH(in‘000s)
Household (HH) size
Single person household Multiple person household Average no. of people in HH
16.358
16,000
16,200
16,400
16,600
16,800
17,000
17,200
Thousands
Population (in ‘000)
39.2
41.5
35
37
39
41
43
45
Average age
Source: CBS, Statline, September 2017.
17.082
0%
10%
20%
30%
40%
50%
60%
70%
80%
Purchase power
Number of people with growing purchase power
42%
67%

In 2017 Q2 the Dutch consumer confidence index stabilized around
125, which is the highest level in 10 years and indicates optimism.
Source: CBS, Statline, 2017
-50
-40
-30
-20
-10
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30
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Difference%positivevsnegativeanswers
Dutch consumer confidence

Dutch consumer confidence of 102 is just below global average,
but shows increase compared to Q4 2016.
Source: Nielsen Consumer Confidence, Q2 2017

All economic indicators show positive development since 2014.
However, it is expected that the rising inflation will start to damp
individual purchasing power.
Key Economic Indicators NL 2011 2012 2013 2014 2015 2016 2017** 2018**
Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.1% 1.6%** 1,4%**
Economic growth 1.2% -1.7% -0.2% 1.4% 2.0% 2.1% 2.1%** 1,8%**
Purchasing power* -1.0% -1.9% -1.4% 1.2% 1.2% 2.7% 0.1%** 0.1%**
Unemployed (in ‘000s) 389 469 647 660 614 538 445** 430**
Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.0% 4.9%** 4.7%**
Source: CPB, Kerngegevenstabel 2012- 2015 and 2013 -2018, March 2017 (** estimated figures)

OVERALL
media and consumer
stats & figures

Everything is SoLoMo nowadays
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
Source: SMG Human Experience Strategists Center

10 global trends for consumers in 2017
Ageing: A changing narrative
In 2017, almost a quarter of everyone on the planet will be over the age
of 50, a record. These consumers will be older in terms of lifestyle and
are more demanding in their consumptions needs (Longevity Economy).
Consumers in training
Today’s family demands are launching youngsters into consumption at
an earlier stage. Increasingly, the input of children in purchasing
decisions is welcomed by their parents, rather than being perceived as a
nuisance.
Extraordinary
We have reached a point when mass-produced items have lost some of
their shine. The internet is enabling consumers to purchase and discuss
the “long tail” – unique, customized and exotic products and services.
Faster shopping
In 2017, consumers are impatient. The digital world has schooled more
of them into becoming so-called “IWWIWWWI”: “I want what I want when
I want it”.
Get real: The allure of authenticity
Authenticity is a standout consumer value in 2017, heralded by everyone from
change makers and celebrities to supermarkets and chefs.
Identity in flux
The nature of identity itself is in flux with a more elastic understanding of
ethnicity and gender. Brands need to rethink who their audiences really are.
Personalize it
In 2017, we will have come to accept the idea that an industrially-produced
product can be customized or personalized, at least in part.
Post-purchase
In 2017, shoppers will be paying more attention to their post-purchase
experience, becoming a more important part of the consumer journey.
Privacy and security
In our volatile world there is more focus is on personal safety and that of loved
ones which results in greater leaning towards home and mobile cocooning.
Wellness as status symbol
The desire to be fit and healthier seems to be almost universal. Healthy living is
becoming a status symbol, as more consumers opt to flaunt their passion for it.
Source: Euromonitor International Top 10 Global Consumer Trends for 2017.

10 digital trends to watch in 2017: I
Artificial
Intelligence will not
(yet) put marketers
out of work
Internet users still
will not change their
behaviors despite
hacking scares
Sometime in 2017,
a live video will win
a primetime-sized
audience
Chatbots are
upcoming but will
not yet become the
reality
2017 will be the
year of authetically
mobile experiences
Artificial Intelligence Privacy Live video Chatbot Mobile
Source: eMarketer Key Digital Trends for 2017, Dec 2016

10 digital trends to watch in 2017: II
Online grocery
shopping will jump
in 2017
Marketers will make
the move to more
complex forms of
attribution modeling
2017 will be the
tipping point for
mobile messaging
apps
Influencers will
take a significant
chunk of the ad
market in 2017
VR will not be a
significant marketing
channel until
hardware becomes
more widespread
Source: eMarketer Key Digital Trends for 2017, Dec 2016
Online food shopping Modeling analysis Mobile messaging Influencers Virtual Reality

5 mobile trends for 2017
VR technology
transforms everyday
interactions and
offers brands a more
personal customer
service channel
Image recognition
creates seamless
shopping and
opportunities for
personalization
With the use of
chatbots, people
move to non-
human interaction
for simple tasks
Robots enter the
consumer journey
and can help
brands by providing
services
Companies are
turning focus toward
Generation Z using
mobile behavior
patterns to design
relevant services
Source: MWC Mobile Trends 2017
Virtual Reality Image recognition Chatbots Robots Generation Z

Entertainment and Media Outlook 2017-2021
New technologies like Artificial
Intelligence and Block chain can
be used to improve the user
experience, something that will
become increasingly important.
Digital advertising keeps
winning ground. Other media
types can and will coexist, but
they need to keep improving
their added value.
New privacy laws like ‘EU
GDPR’ oppose the ability to use
consumer specific data, which
will limit the possibilities for
(digital) marketers.
User experience
Multimedia advertisingEuropean privacy law
With the growing need for
specific targeting, programmatic
TV buying will be the ultimate
solution in order to reach
specific audiences.
TV targeting
Source: PWC Entertainment & Media Outlook forecast for The Netherlands 2017-2021
The way in which people
consume video content will shift
more to on-demand viewing,
from a mobile device.
Video consumption
Network capacity
The demand for network
capacity is increasing and
requires significant investments
from operators, but competition
is putting pressure on pricing.

Competitive reporting in the Netherlands
Competitive reporting is based on gross media spend.
Bear in mind that most advertisers profit from (heavy)
discounting, especially on TV, so the difference with actual
spend can be significant.
In the gross spend reporting digital spend is not fully
reported. For example, search, social media advertising
and video are (partially) excluded.
Source: Gross spend: Nielsen, 2016 | Net spend: Nielsen jaarrapport Netto Media Bestedingen 2016 | Note: For digital only net spend is available.
0
1,000
2,000
3,000
4,000
Cinema Newspapers Online Out Of Home Magazines Radio TV
€millions
Media spend 2016
Gross Net

Gross media spend stays quite stable between 2017 Q2 and 2016 Q2.
In 2016 decrease compared to years before.
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
€millions
Gross media spends*
Source: Nielsen, 2012 – 2017 Q2. * Note: For fair comparison, digital spend has not been included.
+3.1 % YoY +4.9% YoY -1.1% YoY -5.3% YoY
- 1.0% YoY

After strong decrease in media spend for newspapers, the market
seems to stabilize and shows a slight increase again in 2017 Q2.
0
1,000
2,000
3,000
4,000
Cinema Newspapers Direct Mail Door Drops Out Of Home Consumer
Magazines
Radio TV Trade Press
€millions
Gross media spend per medium type across time
2013 2014 2015 2016 2016 Q2 2017 Q2
Source: Nielsen, 2012 – 2017 Q1 | Note: digital spend not included.

In 2017 Q2, share of spend of TV has increased mainly at the
expense of Direct Mail.
Source: Nielsen, 2012 - 2017 Q2 | Note: digital spend is not included.
18% 17% 16% 16%
11% 13% 13%
7% 7% 6% 4%
3% 4% 2%
2% 2%
2% 2%
2%
2%
2%
7% 7%
7%
7%
7%
8%
7%
7% 7%
6%
6%
6%
5%
5%
9% 10%
10%
11%
12% 12%
12%
48% 48% 52% 53% 57% 55% 58%
1% 1% 1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014 2015 2016 2016 Q2 2017 Q2
Media mix
Trade Press
TV
Radio
Consumer Magazines
Out Of Home
Door Drops
Direct Mail
Newspapers
Cinema

Spend of online advertising increased by 11% in revenue in 2016
41%
14%
45%
Display
Classifieds
Search
Total online ad spend
52%
16%
18%
14% Embedded
Other & text links
Video
Interruptive
Online display spend
Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016, April 2017
2016: 1,683 m€
2015: 1,512 m€
2016: 683 m€
2015: 615 m€

0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
20
40
60
80
100
120
140
2013-HY1 2013-HY2 2014-HY1 2014-HY2 2015-HY1 2015-HY2 2016-HY1 2016-HY2
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 monitor
where, when and to whom your
ads are digitally served.
Display advertising through programmatic channels increased by
20% in 2016, totalling 225m€ in revenue.

11% 13% 16% 16%
18% 17% 16% 18%
17% 15% 13% 14%
54% 55% 55% 52%
2013 2014 2015 2016
Allocation of display revenue per format
Video Text links/Other Interruptive Embedded (e.g. banners)
Video and rich media formats show growth over the last years. Share
of spend of banners slightly decreased but remains popular.

Growth in total net media spend will mainly be a result of increase of
digital media spend. Print spend is expected to further decline, while TV
is expected to show an uplift.
3.968 3.781 3.654 3.730 3.755 3.850 4.000
4.256 4.479
-
1.000
2.000
3.000
4.000
5.000
2011 2012 2013 2014 2015 2016 2017 2018 2019
€millions
Forecast net spend
-4.7% -3.4%
2.1%
0.7%
2.5%
3.9%
6.4%
5.2%
-10%
-5%
0%
5%
10%
Forecast net spend
Change (%) to previous year
-
500
1,000
1,500
2,000
2,500
Newspapers Magazines TV Radio Cinema Outdoor Internet
€millions
Net spend per medium type 2012
2013
2014
2015
2016
2017
2018
2019
Source: ZOG Adspend Forecast Netherlands – September 2017 (1987-2019)

Top 10 advertisers in Q2 2017 is dominated by FMCG and retail
Source: Nielsen, Q2 2017
No. Advertiser Category
Gross spend
Q2 2017
1 Unilever FMCG €40,546,881
2 Renault Automotive €30,018,012
3 A.S. Watson FMCG €26,044,625
4 Coca-Cola FMCG €24,868,932
5 T-Mobile Telecom €24,318,004
6 Jumbo Retail €24,271,393
7 Lidl Retail €22,920,537
8 Albert Heijn Retail €21,607,568
9 Reckitt Benckiser FMCG €20,919,261
10 Vodafone Telecom €19,196,187

Top 10 brands in Q1 2017 is dominated by supermarket chains
Source: Nielsen, Q2 2017
No. Brand Category Gross spend
Q2 2017
2 Kruidvat Retail €23,886,435
7 Staatsloterij Lottery €16,163,796
8 Tele2 Telecom €14,817,812
9 Samsung Telecom €14,577,158
10 McDonalds Food €13,842,922

Total sponsor spend and average sponsor spend slightly decreased.
Mainly sport seems to lose budget year on year.
Total spend top 100 sponsors 2015 2016 Index
Total sponsor spend €283,775,000 €274,255,000 97
Average sponsor spend (per brand) €2,837,750 €2,742,550 97
-
100
200
300
400
500
600
Sports Art & Culture Lifestyle Society Media (non-spot)
€millions
Sponsor spend by type of sponsorship
2010 2011 2012 2013 2014 2015 2016
Source: SponsorMonitor 2016 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget isexcluded.)

56%
14%
2%
10%
18%
Sponsor contracts
Sports Art & Culture Lifestyle Society Media (non-spot)
In 2016, 283 new (and renewed) sponsorship contracts were signed.
This implies a decrease of 42 contracts compared to 2015.
The total value of all contracts in 2016 was €230,000,000
averaging €812,720 per contract*.
Both the total and the average increased substantially
compared to 2015 (total: €154,000,000; average: €474,000 ).
Reasons for this increase are big sponsor contracts of
Energie direct with football club PSV and the ING
Sponsorship with the Royal Dutch Football Association.
Source: SponsorMonitor 2016, 2017 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). | Note: The value of contracts
differs from the annual sponsorship spend shown on other slides. This can be explained by contracts covering longer periods than just one calendar year.

Rabobank remains the biggest sponsor by far. ING, Adidas and
Ziggo show increase in gross sponsor spend.
No. Brand Gross spend 2015 Gross spend 2016
1 Rabobank € 34,000,000 € 32,000,000
2 ING € 14,000,000 € 14,500,000
3 Adidas € 13,450,000 € 14,000,000
4 ABN AMRO € 13,000,000 € 12,500,000
5 KPN € 12,700,000 € 12,500,000
6 Heineken € 11,200,000 € 11,000,000
7 Nike € 11,000,000 € 11,000,000
8 Ziggo € 9,800,000 € 11,000,000
9 VriendenLoterij € 9,600,000 € 8,500,000
10 Amstel € 8,500,000 € 7,500,000
Source: SponsorMonitor 2016, 2017 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

Daily time spent is highest for desktop, linear TV, mobile and social
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Mobile Desktop,
laptop, tablet
linear TV Online TV Broadcast
Radio
Music
Streaming
Services
Print Press Online Press Games Social
Networks
Time spent per day
Do not use
Less than 30 minutes
30 minutes to 1 hour
1 to 2 hours
2 to 3 hours
3 to 4 hours
4 to 6 hours
6 to 10 hours
More than 10 hours
Source: Global Web Index: 2017 Q2, base: All adults 13+ (N= 1258)

0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
2015-II2016-I
2017
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%
2010
2011
2012
2013
2014
2015
2015-II2016-I
2017
Hundreds
Radio
No answer
Radio heavy (20+
hours per week)
Radio mid (5-20
hours per week)
Radio light (0-5
hours per week)
No Radio
Time spent online shows a strong increase. Time watching TV is
slightly decreasing and gets more divided into light and heavy usage.
0%
25%
50%
75%
100%
2010
2011
2012
2013
2014
2015
2015-II2016-I
2017
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
Source: NPDM releases: 2010 I – 2010 II to 2017, base: All adults 13+ (N= 17.081)

Smartphone penetration seems to stabilize at high level, whereas
use of Internet on smartphone continuously increases.
39%
45%
48%
58%
65% 67%
70%
76%
80% 80%
83%
0%
20%
40%
60%
80%
100%
smartphone penetration
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,251); Ruigrok NetPanel, What’s happening online? 2017, NL 18+ n=1.050
44%
50%
59%
65%
72%
76%
0%
20%
40%
60%
80%
100%
2012 2013 2014 2015 2016 2017
Use of Internet on smartphone

All age groups are becoming more mobile over the years. Significant
increase of tablet usage among age group 13-17.
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
dec-15
dec-16
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,150)

Watching TV still most popular via traditional TV set despite growing
popularity of other devices. Smartphone beats laptop for Internet usage.71.3%
23.8%
28.1%
17.0%
9.1%
54.0%
10.7%
28.1%
17.0%
8.7%
74.8%
16.1%
29.0%
14.8%
14.1%
56.6%
23.0%
21.1%
12.5%
6.8%
91.5%
21.1%
3.6%
0.9%
2.6%
11.1%
2.6%
72.5%
74.9%
Medium type per device
Laptop
PC/desktop
Mobile phone
Tablet
Traditional TV set*
Media player*
Game console*
Paper*
Source: Media Standard Survey 2016 (N=5,100), Base: All adults 13+, (* device is not relevant for each medium type)

Dutch owners of phones and tablets is growing strongly, just like
social usage. The number of Newspaper readers decreased.
0%
20%
40%
60%
80%
100%
Broadcast
TV viewers
Mobile
phone
owners
Internet
users
Radio
listeners
Magazine
readers
Smartphone
owners
Social
network
users
Mobile
phone
internet
users
Tablet
owners
Newspaper
readers
Digital video
viewers
Cable TV
viewers
Media penetration in the Netherlands, 2011 - 2015
2011 2012 2013 2014 2015
Source: The global media intelligence report (November 2016) – eMarketer & SMG

The Netherlands has the 9th highest internet penetration worldwide.
Mainly wealthy and/or relatively small countries in top 20.
94%
80%
90%
100%
Internet access by country (top 20) in 2016
Source: http://www.internetlivestats.com/internet-users-by-country/, penetration based on total population | https://www.emerce.nl/nieuws/75plussers-sterkst-groeiende-groep-internetters
In the Netherlands, Internet penetration
among people older than 75 has grown
substantially. In 2016, 60% of 75+ has
Internet access and 50% used it. In
2012, access and usage was around
40% for this specific age group.

90%
44%
25%
92%
45%
32%
93%
45%
40%
94%
46%
49%
95%
48%
55%
95%
50.70%
59.80%
At home At work Elsewhere
Internet access by location
2011 2012 2013 2014 2015 2016
Internet access ‘elsewhere’ (on the go) has increased substantially
Source: Media Standard Survey 2011-2016 (N= 5,100), base: All adults 13+.

0
10
20
30
40
50
Smartphone
Average number of mobile apps
2011 2012 2013 2014 2015 2016
In 2016, the number of mobile apps seems to stabilize at 27
Average # of apps on
mobile in 2016: 27
0
10
20
30
40
50
Tablet
Average number of tablet apps
2011 2012 2013 2014 2015 2016
Average # of apps on
tablet in 2016: 24

Main mobile activities are focused on communication in every
possible way. Banking, online shopping and TV increased in usage.
83%
76%
29%
14%
22%
37%
43%
16%
70%
5%52%
67%
26%
83%
65%
27%
72%
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

All-round activities for tablet such as Internet, e-mail, social media
and games. Less visual activities (photos, video) than on mobile.
29%
32%
3%
58%
13%
34%
36%
8%
15%
85%
55%
66%
13%
29%
4%16%
4%
Tablet activities
Video TV
Text messages Social media
Radio Online shopping
Online banking Navigation
Music Internet
Games E-mail
Chat Camera
Call Books
As e-ticket
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=824)

MCP: Watching
The way people consume audio visual content
is rapidly changing. These days the consumption
of video content can be on multiple devices, in
multiple places and at every moment. As a result,
the way consumers experience video content is
changing as well.

88%
Households
with digital TV
1.6
Average # of TVs
per household
36.8%
Hard disc recorder
ownership 2015
31%
37%
Connected TV
penetration
2015 vs. 2016
Source: Media Standard Survey 2016
Trends & developments – I

Source: SKO 2012 – 2017 Q2, TA: 6+, Linear TV is all the direct watching (exclusive recorded TV programs that are watched on the same day)
There is a drop (7% YoY) in linear TV
consumption.Average linear viewing time
per day in 2017 Q2 is 141 minutes
(vs. 152 minutes in 2016 Q2).
Watching linear TV is still the norm, but
non-linear TV is slowly gaining ground with
an average viewing time of 16 minutes per
day in 2017 Q2, which is equivalent to more
than 9% of total viewing time. The other 12
minutes per day are spend on other then
regular TV content.
175 178
168
160
152
141
11 11
11
10
10
12
4
5
6
7
6
8
5
5
6
6
5
6
1
1
1
2
0
20
40
60
80
100
120
140
160
180
200
220
2013 2014 2015 2016 2016 Q2 2017 Q2
Dutchviewingtime(perday)
Linear TV
Video, DVD & HDR
Non-linear viewing
(same day)
Non-linear viewing
(one week)
Non-linear viewing
(28 days)
169
Trends & developments – II
195 199
192
184
174
Target Audience: 6+

Trends & developments – III
From 21 April, SKO started combining
TV- and online viewing rates. With this
new data set, SKO is now able to
analyze cross media reach of programs
and video commercials.
Talpa is the new owner of SBS. John
de Mol, owner of Talpa buys SBS for
€ 237 MIO from Sanoma. With this deal
Talpa now owns SBS6, Veronica, Net5
and SBS9.
Music channel XITE starts with online
buying of ‘linear TV’ commercials.
In the near future, XITE and RTL will
offer the possibility to buy cross media
campaigns and to target on gender,
age, geography and music preference.
Source: http://www.mediacourant.nl/2017/04/sanoma-verkoopt-sbs-voor-237-miljoen-euro-aan-talpa/ | http://www.adformatie.nl/nieuws/sko-fuseert-tv-en-online-kijkcijfers | http://www.adformatie.nl/nieuws/xite-
begint-met-online-inkopen-van-lineaire-tv-reclame

Consumers will be exposed to more advertising on smart TV’s
of Philips. TP Vision, the manufacturer of Philips TV’s, has a
lot of information about viewing behavior. In the near future,
Philips will possibly be capable of personalized advertising.
Since watching linear TV is decreasing, more brands (such as
Samsung) are currently working on this development.
However, this seems to go along with growing resistance
against the sharing of privacy sensitive data.
The number of house holds with smart TV’s is still increasing
but the growth seems to flatten out. With smart TV’s, people
are able to connect to Internet and make use of services like
Netflix, YouTube and Amazon Prime. Not every smart-TV is
connected to Internet, but at this moment more than 50% of
all house holds have at least one ‘connected’ television.
https://www.emerce.nl/nieuws/aantal-huishoudens-smart-tv-stijgt-groei-neemt-af | http://nos.nl/artikel/2154753-meer-reclame-op-smart-tv-s-van-philips.html |
http://www.uva.nl/content/nieuws/persberichten/2017/03/privacy-smart-tv-kijkers-onvoldoende-beschermd.html
Trends & developments – IV : Smart TV

Dutch TV channels, with advertising possibilities (I/II)
STER (Public Broadcasting)
RTL
RTL/Triade
SBS
Source: retriever.nl, Q2 2017 | Note: As of January 2016 RTL is also responsible for the advertising on the Triade channels.
Note: RTL Lounge, RTL Crime, Boomerang, Telekids and Crime + Investigation are paid (digital) channels
Note: mostly paid (digital) channels

Dutch TV channels, with advertising possibilities (II/II)
The Walt Disney Company Benelux
57 regional channels
Note: Disney XD shares a channel with Veronica
Source: retriever.nl, Q2 2017

In 2017 Q2, BrandDeli seems to show a slight increase in market share,
whereas market share of NPO is a bit lower than 2016 Q2.
0%
10%
20%
30%
40%
NPO RTL/Triade SBS BrandDeli
TV market share
2015 2016 2016 Q2 2017 Q2
Source: SKO 2015 – 2017 Q2, 02.00-26.00, base: all adults 13+| Note: Full audit channels only.

Ziggo Sport is gaining ground. The market share of NPO 2, NPO3,
RTL 4 and RTL 5 slowly declines. NPO1 remains dominant and stable.
Source: SKO 2014 – 2017 Q2, 02.00-26.00 base: all adults 13+ | Note: Full audit channels only.
STER RTL/Triade SBS BrandDeli Disney Other
0
5
10
15
20
25
%
Market share
2014 2015 2016 2017 Q2

Growth in gross media spend for all SBS channels
Source: Nielsen, 2016 Q2 and 2017 Q2-27% . | Note: Only gross spend for TV. | Note: As of January 2016 RTL is also responsible for the advertising on the Triade channels.
SBSRTLSTER BrandDeli RTL/Triade Disney
0
50
100
150
200
250
300
350
€millions
Gross media spend per channel
Q2 2016 Q2 2017
+18%
-7%
-27%
-13%

TV spend shows a clear seasonality pattern with highest spend
levels in spring and fall and relatively low spend during summer.
Monthly indices are used to reflect the seasonality in rate cards.
Source: Nielsen, 2013 – 2017 Q2 | Note: Only gross spend for TV.
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 2016 2017 HY
Total spend 2017 Q2: € 1,075,458,846
Total spend 2016 Q2: € 1,071,923,497
Total spend 2015 Q2: € 1,042,591,950
Total spend 2014 Q2: € 1,098,649,587
Total spend 2013 Q2: € 917,995,541

Retail brands (supermarkets specifically) are main TV advertisers
No. Brand Category TV gross spend
Q2 2017
5 Nivea FMCG €12,133,520
7 Staatsloterij Lottery €9,990,402
8 Plus Retail €9,970,074
Source: Nielsen, 2017 Q2 | Note: Only gross spend for TV.

While watching TV, phone is the most popular device to use and
consists of activities like social media, chatting, emails and games.
0%
10%
20%
30%
40%
50%
60%
Desktop
PC
e-Reader Laptop PC Mobile
phone
Tablet
device
None of
the above
Multi tasking while watching TV
Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017
0%
10%
20%
30%
40%
50%
Multi tasking activities
Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017
Source: GlobalWebIndex, 2016-2017 Q2, Base: Internet users NL16+

Multitasker is mostly 16-44 years old, slightly more male and rather
interested in gadgets, sports, music and TV.
52% 48%
22% 23% 21% 19% 13%
0
50
100
150
0%
25%
50%
% Index
Source: GlobalWebIndex, 2017 Q2, Base: Internet Users NL16+ (N= 1300), TA: MultiTasker while watching TV (N=365)
27%
47%
26% Low (Bottom 25% income)
(index 105)
Mid (Mid 50% income) (index
96)
High (Top 25% income) (index
111)
Interests
0
50
100
150
0%
10%
20%
30%
40%
50%
60%
70%
% Agree Index
Age groups
Interests
Income

Two options for non-linear TV viewing:
On TV screen (smart TV, settopbox, video or DVD recorder)
Non-linear TV viewing within 6 days of programming is added to the regular TV
viewing ratings.
Online (laptop/tablet/mobile)
VIDEO ON DEMAND
Non-linear TV-viewing
(broadcast by traditional broadcasters, i.e. RTL, SBS and STER)
Paid professional content via non-traditional broadcasters
(i.e. Netflix, Videoland)
‘Video on demand’ definition clarified
Non-paid (user-generated/professional/branded) content
(i.e. YouTube, Dumpert, LINDA.tv)

49% of all Dutch
consumers watch
paid online
video content
69% of all consumers
have a payed VoD
subscription
14% have two subscriptions
17% have two or more
39% of all VoD
subscribers have
downgraded their
linear TV subscription
For consumers without a VoD
subscription this is 15%
Source: GfK Viewscape 2017, base: NL18+

Netflix grew in Q1 2017 to more
than 100 million subscribers and
to 2.5 billion dollar revenue
worldwide. The profit increased
to 167 million euro. In the
Netherlands, Netflix reaches
more than 28% of all house
holds. However, 41% quit Netflix
after the free trial.
Source: https://www.adformatie.nl/nieuws/de-persgroep-en-branddeli-gaan-breder-en-intensiever-samenwerken | https://www.spotx.tv/resources/media/press-release/rtl-lanceert-doelgerichte-korte-reclames-
van-zes-seconden | https://www.emerce.nl/nieuws/resultate-netflix-beter-dan-verwacht | https://nos.nl/artikel/2168795-netflix-dicht-bij-100-miljoen-abonnees.html | https://www.emerce.nl/nieuws/europese-
tvzenders-samen-programmatic-video
TV channels in France, Italy
and Germany are partnering
up to counterbalance
Facebook and Google with
programmatic video reach.
Also RTL launched a new
international network; RTL
AdConnect, for advertising at
European level.
Online video platforms are
starting with programmatic
advertising to reach specific
audiences. First, SpotX
launched this new technology
together with STER. Now also
RTL offers target specific
buying with short commercials
on its online platform: RTL XL.
BrandDeli and Persgroep NL
extend their partnership. This
results in a new online video
platform and joint sales of
display advertising and
multimedia concepts.

Trends & Developments – III : Streaming services with opportunity
to watch content offline
Videoland is planning to offer content offline.At the
end of 2016 it is already possible to watch children’s
programs offline. In 2017 more content will be
available to watch without an Internet connection.
Videoland is a streaming service of RTL and offers
national and international movies and TV shows.
Netflix seems to be following the trend of music
streaming services to let subscribers consume content
offline. Currently it is only possible to watch Netflix-
original content offline. Netflix is dependent on
responsible film companies in order to offer more
content in the offline version.
Source: http://www.emerce.nl/nieuws/videoland-maakt-offline-kijken-kinderfilms-series-mogelijk| http://www.metronieuws.nl/xl/digitaal/2016/06/netflix-test-met-nieuwe-offline-modus

Main players VoD – non-linear TV viewing
Hard disk recorder
‘RTL XL’ & ‘Kijk’
A selection of TV content from the RTL/SBS channels. It also includes previews of shows and a selection of movies and series (mostly paid
content). RTL offers content on subscription base; ‘RTL XL Premium’ (€4.- per month). Available via laptop, smartphone, tablet and smart TV.
‘NPO Plus’ (NPO)
TV content from all the public TV channels. Free and 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.
‘KNIPPR’
KNIPPR offers a fixed, online TV subscription with options to extend with additional channels for €11 per month.

Main players VoD – non-traditional
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.
Ziggo introduced the Movies & Series XL service in 2017. Combined with a TV subscription (including 55 TV channels) it is
possible to watch all HBO produced content from the last years on demand. Ziggo subscribers can choose, depending on
their subscription, for three different On-Demand subscriptions.
Cinema media owner Pathé developed a platform to watch movies at home (pay-per-movie). Available via laptop, tablet,
smartphone and smart TV.
YouTube offers mostly user-generated content. The first paid channels have already been introduced. 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, tablet, smartphone and smart TV. In August 2013 RTL took over Videoland.
OTHER

YouTube is dominant VoD channel followed by Netflix. Ziggo GO
shows significant growth since its launch in December.
Source: GfK DAM, base: 13+, average monthly reach 2016 – 2017 Q2 | Ziggo GO includes Ziggo GO App & Ziggogo.tv
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Jan '16 Feb '16 Mar '16 Apr '16 Mei '16 Jun '16 Jul '16 Aug '16 Sep '16 Oct '16 Nov '16 Dec '16 Jan '17 Feb '17 Mar '17 Apr '17 Mei '17 Jun '17
Video on Demand – average monthly reach
YouTube Netflix Ziggo GO RTL XL NPO gemist KIJK.nl Pathe

Netflix is especially popular among younger age groups
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Total 13+ 13-19 years 20-34 years 35-49 years 50-64 years 65 +
Monthly reach
Netflix Ziggo GO RTL XL NPO gemist KIJK.nl
Source: DAM 13+, 2017 Q2 (average monthly reach) | SKO 13+, 2017 Q2, all day, average monthly reach within period |Ziggo GO includes Ziggo GO App & Ziggogo.tv
STER: 96%
RTL: 96%
SBS: 94%
STER: 92%
RTL: 92%
SBS: 91%
STER: 99%
RTL: 98%
SBS: 97%
STER: 99%
RTL: 98%
SBS: 97%
STER: 96%
RTL: 95%
SBS: 94%
STER: 92%
RTL: 92%
SBS: 89%

Watching TV on smartphone is gaining popularity
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,065) | Source: GWI on-demand media service Q4 2015 – Q2 2017, base: NL 16+
21%
28%
17%
25%
0%
5%
10%
15%
20%
25%
30%
35%
Desktop (PC) Laptop/Netbook Smartphone Tablet
Devices used by people to watch television
Dec 13 Jun 14 Dec 14 Jun 15 Dec 15 Dec 16
38%
16%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Netflix RTL XL Videoland
Which of the following content services have you
used in the last month?
2016 Q2 2016 Q3 2016 Q4 2017 Q1 2017 Q2

0
50
100
150
200
250
18-34 year 35-54 year 55+ year
Minutesperday
Online video consumption
3.40
hours
1.30
hours
0.40
hours
Big gap in time spend watching online video between age groups.
Millennials watch more than 3 hours per day.
Source: GfK Viewscape 2017, base: NL18+

NPO programs are popular for catch up TV, followed by RTL series
Date Day Program top 10 Channel GRP’s
1
16-04-2017 Sunday Boer zoekt vrouw internationaal NPO 1 472
2
26-04-2017 Wednesday Willem Alexander 50 NPO 1 344
3
08-04-2017 Saturday Kwis NPO 1 308
4
01-04-2017 Saturday Mindfck NPO 1 304
5
02-04-2017 Sunday Zondag met lubach NPO 3 274
6
14-05-2017 Sunday Broadchurch RTL 4 246
7 13-04-2017 Thursday Passion NPO 1 241
8
24-06-2017 Saturday Beste zangers NPO 1 241
9
24-04-2017 Monday Nieuwe buren RTL 4 224
10
10-04-2017 Monday Blacklist RTL 5 224
Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 6+, 2017 Q2

Cooking, sports, traveling and special interests are most popular
topics for online video content
31%
6%
8%
8%
11%
11%
15%
18%
19%
23%
26%
29%
33%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
None
Other
Banking
(Raising) kids
Energy
Health
Beauty
Electronics
Cultivate
Traveling
Sports
Hobby
Cooking
Topics watched – Online video
% watched in the last year
Source: Online Video Monitor 2017 – SAMR Smartagent Marketingresponse, Base: NL 18-54
69% of Dutch
population (18-54)
watch online videos

Kwebbelkop, the vlogger with most subscribers, has more than
2 billion views in total
Rank User YouTube Video Views Subscribers Category
1 Kwebbelkop 2,424,600,905 6,890,414 Games
2 Armada Music 2,201,367,374 2,966,875 Music
3 Trap City 1,956,151,033 7,679,711 Music
4 Martin Garrix 1,368,769,397 6,173,416 Music
5 Enzo Knol 1,238,723,419 1,560,447 Vlog
Source: Socialblade, Top 10 YouTubers in The Netherlands by most viewed | 09/02/2017

34.2
million
cinema visitors in
2016 (+4%)
€8.42Average price
per ticket
(+0.5%)
€287.1million
in ticket revenue
in 2016
Source: Bioscoopmonitor 2016, Stichting Filmonderzoek https://foxscreen.nl/2017/01/11/bioscoopbezoek-groeit-naar-ruim-34-miljoen/ | http://www.marketingtribune.nl/media/nieuws/2016/09/nederlandse-
bioscopen-koersen-op-recordjaar-van-293-miljoen-euro-omzet/index.xm |
From 2015 to 2016 the number of cinema visitors went up by 3.7%.
The total number of cinema visitors is at a historically high level (only seen in 1967 and 2015).

The first ever interactive movie, Late Shift, was shown
exclusively at Vue Cinemas in the Netherlands on April 25th.
With an app visitors were able to make hundreds of decisions
which led to one of the seven endings of the movie.
Source: http://www.nederlandsmedianieuws.nl/Bioscoop/Interactieve-film | http://www.nederlandsmedianieuws.nl/Bioscoop/Path%C3%A9-introduceert-interactieve-gaming-concepten-bij-speciale-evenementen/
Together with Livewall, Pathé Cinema introduces a new
interactive gaming concept for special events. Before the start
of a movie, visitors can participate in a related quiz or a social
wall with an app or browser.

In 2016, the movie ‘Bridget Jones’s Baby’ was the most popular film
Title Revenue
(in ‘000)
Visits
(in ‘000)
Bridget Jones’s Baby € 10,300 1,191
Finding Dory € 8,900 1,082
Huisdiergeheimen € 8,100 1,024
The Jungle Book €9,446 967
Fantastic Beasts €8,658 874
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners),
annual report 2016

Source: Jean Mineur & Fox Screen, 2017 HY1. Data based on period: 29-12-2016 to 05-07-2017.
Market share of Jean Mineur is increasing after extension of the network
with 15 new Vue cinema’s in July.
#locations #cinema halls #seats #visitors 2017 HY1
Pathé (incl. CineMec) 25 192 42,166 8,419,443
Kinepolis 15 104 20,198 1,596,083
Vue 21 111 19,995 2,209,170
Other 29 128 19,228 2,519,549
Total 90 (65%) 535 (75%) 101,587 (80%) 14,744,245 (85%)
#locations #cinema halls #seats #visitors 2017 HY1
RSB Cinemas 6 20 2,329 420,819
Other 42 162 22,824 2,194,018
Total 48 (35%) 182 (25%) 25,153 (20%) 2,614,837 (15%)

Number of cinema visitors increased in line with number of film releases
-
100
200
300
400
500
0
5
10
15
20
25
30
35
40
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
#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 2016

Increase of cinema visits in 2016 mainly because of relatively high
number of visits in August, September and October.
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Visitsin‘000
week
Cinema visits per 4 weeks
2016 2015 2014
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners),
annual report 2016

For cinema there is a clear increase in gross media spend towards the
end of the year. Cinema vendors use monthly indices to reflect
seasonality patterns in their rate cards.
Source: Nielsen, 2014 – 2017 Q2 | Only gross spend for cinema
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
GrossMediaspend(in€millions)
Seasonality cinema
2013 2014 2015 2016 2017 Q2
Total spend 2017 Q2: 5,238,392
Total spend 2016 Q2: 3,667,111
Total spend 2015 Q2: 3,701,169
Total spend 2014 Q2: 1,969,990
Total spend 2013 Q2: 2,936,933

Frequent cinema visitors are younger than average. High social
class for both frequent as non-frequent and 50/50 on gender.
49% 51%
Profile frequent cinema visitor
Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N= 17.081) | * Frequent cinema visitor is defined as someone who visits a cinema at least once a month, non-frequent visitors are people
who visit the cinema less than once a month, excluding people who never visit the cinema.
Profile non-frequent cinema visitor
48% 52%
Social
class
% Index
A 33% 144
B1 25% 111
B2 23% 110
C 10% 65
D 10% 50
Social
class
% Index
A 27% 122
B1 26% 115
B2 24% 115
C 13% 84
D 10% 54
3%
27%
20%21%
18%
11%
13-14 (index 121) 15-24 (index 187)
25-34 (index (139) 35-49 (index 88)
50-64 (index 73) 65+ (index 53)
5%
20%
17%
30%
20%
8%
13-14 (index 158) 15-24 (index 139)
25-34 (index (120) 35-49 (index 124)
50-64 (index 82) 65+ (index 41)

In 2016, cinema reach among age group 16-39 increased significantly
75%
83%
73%
61% 59%
62%
43%
32%
76%
72%
89%
84%
70%
60%
42%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+
Cinema reach
2015 2016
Source: Bioscoopmonitor 2016, Stichting Filmonderzoek

MCP: Listening
Consumers´ listening patterns are
constantly changing. 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.

After 5 years of working together, it’s the end of Q-Music duo
‘Mattie and Wietze’. The radio DJ’s intended to sign a new
contract for a morning show at Sky Radio. However, during the
negotiations, Mattie decided to extend his own contract with Q-
Music for a more lucrative deal. The resulting fight between the
two received a lot of media attention. After the break, Q-music
experienced a drop in market share (from 9.4% to 8.9%).
Break-up of Mattie and Wietze
Source: https://www.televizier.nl/categorie/amusement/mattie-en-wietze-uit-elkaar

According to radio channels, podcasts are getting more popular lately.
Especially the offer is strongly increasing.
What are podcasts?
A podcast is a radio-broadcast that people can listen to whenever they
want. Technically, it is a mp3 file in a rss-feed. With platforms as iTunes,
Sound Cloud and Stitcher it is possible to listen and subscribe to these
audio files for free.
The popularity of podcasts
Source: https://www.nrc.nl/nieuws/2017/03/28/blijven-wachten-op-een-doorbraak-7524052-a1552074 | Source: GlobalWebIndex, 2017 HY1, Base Internet Users NL16+
10% of the Dutch
population have
listened to a podcast
in the last month

Trends & developments – III
Spotify is testing a new way of
advertising. From now on, advertisers
are able to sponsor a single song. With
this new product, Spotify hopes to
make its non-paying listeners more
profitable. Currently, 90% of Spotify’s
revenue is coming from paying users.
The current broadcasting licenses of
commercial radio for broadcasting via
FM, AM and DAB+ originally expired in
2017, but are extended until 2022. The
government will assign new licenses by
auction, an idea that caused a lot of
resistance. By the extension, minister
Kamp meets the needs of radio stations
and the Dutch House of Representatives.
After radio vendor OMS and The Media
Exchange ended their partnership,
OMX, the new digital part of OMS,
arose. OMX offers advertisers new
targeting possibilities for digital radio
campaigns with programmatic buying
based on region, time and device.
Source: https://www.rtlz.nl/tech/nieuw-bij-spotify-reclame-per-nummer | https://www.emerce.nl/nieuws/spotify-150-miljoen-gebruikers | http://www.themediaexchange.nl|
https://www.emerce.nl/nieuws/omx-belooft-nopn-bereik-via-digitale-audio

Dutch radio stations with advertising possibilities (I/II)
STER
One Media Sales
Q-Music NL
TMG
Source: retriever.nl, Q2 2017

Dutch radio stations with advertising possibilities (II/II)
E-power advertising*
FD Mediagroep
ORN*
22 online stations
Source: retriever.nl, Q2 2017 * ORN (government) and E-Power are responsible for approximately 30 regional stations

Radio 538 shows a strong increase in market share. NPO Radio 2
performs better in 2017 than in 2016, whereas for NPO 3FM this is the
other way around.
Source: NLO, 2016 May-Jun - 2017 May-Jun. Base: NL 10+
0%
5%
10%
15%
Market share (%)
May-Jun 2016 Jul-Aug 2016 Sep-Oct 2016 Nov-Dec 2016 Jan-Feb 2017 Mar-Apr 2017 May-Jun 2017

0
10
20
30
40
50
60
MediaSpendperStation(inMillions)
Gross Media Spend
2016 Q2 2017 Q2
+15%
+307%
+53%
+4%
-5%
-5%
-11%
Source: Nielsen, 2016 Q2 – 2017 Q2. Gross spend for radio only.
In spite of decreasing market share Q-music, spend strongly
increased. Decrease for NPO 3FM, Sky Radio and Radio 10.

0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
X1000
Gross media spend Radio
2013 2014 2015 2016 2017 Q2
Seasonality of radio shows low spend in Summer period and high peak in Q4
(Christmas and top lists at the end of the year). Some Radio vendors use monthly
indices to reflect the seasonality influences in their rate card.
Source: Nielsen, 2014 – 2017 Q2. Gross spend for radio only.
Total spend 2017 Q2: € 222,030,139
Total spend 2016 Q2: € 208,555,130
Total spend 2015 Q2: € 212,813,907
Total spend 2014 Q2: € 198,342,633
Total spend 2013 Q2: € 178,629,099

The automotive and retail category is well represented within top
10 radio advertisers
Brand Category Gross radio spend Q2 2017
2 Aldi Retail €4,832,775
3 Volkswagen Automotive €4,165,893
6 Ziggo Internet €3,874,838
7 LIDL Retail €3,545,477
8 Opel Automotive €3,184,424
9 ANWB Travel €3,016,960
10 Vodafone Telecom €2,824,801
Source: Nielsen, Q2 2017. Gross spend for radio only.

Some clutter in channels aimed at older audiences. A young and
more female station is missing in the radio landscape.
Source: NLO, 2017 (May-June), TA: NL 10+
Young
Female
Radio Veronica
‘Oldies’ (music more
than 5 years old)
BNR Nieuws Radio
News
SLAM!
Dance and new hits
Sublime FM
Jazz, soul, latin and
lounge
100% NL
Dutch
Male
Old

The average monthly (gross) reach of Apple Music has surpassed Spotify
but as Apple Music also includes owned music of iPhone users a fair
comparison on purely streaming is not possible.
Application-based music
streaming service with 6.8 million
users. Free and paid subscription
options; 40% of the Dutch users
are paying for the streaming
service.
Average monthly reach
26.6%
Audio platform that originally
enables sound creators to share
their created sounds. Streaming
music available for free or
through paid subscription.
3.5%
Music streaming service for web
and app. Spot advertising within
playlist possible. Free and paid
subscription options.
Q2 2017: 1.6%
Music application of Apple for
streaming music and an
extension of iTunes. Only
available through paid
subscription.
The figures below are based on
the app Apple Music which
contains both owned music as the
streaming service Apple Music:
Q2 2017: 33.4%
Source: Spotify | DAM Q2 2017 (TA 13+ N=7652), Average monthly reach all platforms

TV is the most popular device for radio listening, but also an increase for
listening radio on smartphone and streaming- network audio player.
0%
5%
10%
15%
20%
25%
30%
35%
40%
June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15 Dec'15 Dec'16
%Agreetolistenviadevice
Digital radio listening*
Desktop Laptop Smartphone Tablet Television** Streaming- network audioplayer
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,150) *Claims to listen radio via device **Television was previously reported as SettopBox.

Most time spent on online radio via TV. Radio station apps are
becoming more popular, although Spotify remains dominant.
45
107
21
60
36
11
0
50
100
150
200
250
300
Average minutes per week
Desktop
TV
Laptop
Streaming-/network player
Smartphone
Tablet
0% 5% 10% 15% 20% 25%
Radio 10
Nederland.fm
NPO radio 1
Radio Veronica
Radio 538
NPO 3FM
Q-music
NPO radio 2
100%NL
Sky Radio
Spotify
Radio Apps (downloaded)
Tablet (n=808)
Smartphone (n=1056)
Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,150) “Trends in Digital Media”, GfK Intomart, Dec 2016, base: owners of tablet and/or smartphone

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 changing the
experience of reading.

Kiosk of online press content Blendle
launched a new monthly subscription
service ‘Blendle Premium’. For €10.- per
month, users don’t need to pay per article
anymore. Blendle makes a daily selection
of 20 articles based on user profiles.
NRC decided to quit its partnership with
Blendle. Chief Editor Vandermeersch
argues that Blendle is not contributing
to high quality journalism because of
‘cheap’ premium option and the lack of
interactive possibilities (such as video).
Blendle starts a partnership with the
American media giant Condé Nast. As
a result, users get access to magazines
like The New Yorker and Vanity Fair.
Condé Nast has a portfolio of more
than 20 brands and reaches more than
100 million consumers worldwide.
Trends & Developments – I
Source: http://www.emerce.nl/nieuws/blendle-test-premiumdienst-vast-bedrag-per-maand,| http://www.emerce.nl/nieuws/nrc-stapt-uit-blendle-na-introductie-premium-abonnement | https://www.emerce.nl/nieuws/blendle-
zee-amerikaanse-uitgever-cond-nast

Chantal Janzen launched a
new glossy ‘&C’ focused on
fashion, beauty, food and
lifestyle. Chantal follows
colleagues ‘Linda de Mol’ and
‘Wendy van Dijk’ as TV
personalities with a magazine.
Next to the paper edition there
will be an app, website and
online shop.
G+J Media launches the new
magazine Quest Junior. The
popular scientific journal
focusses on 8-12 years old.
Next to the print magazine,
Quest Junior created a
YouTube channel.
Of all national newspapers,
‘Het Financieele Dagblad’ has
relatively the largest digital
circulation. 60% of the total
circulation is digital, compared
to an average of 30%. With
68,646 digital subscribers, FD
takes a 3rd position after
Telegraaf (232,039) and
Volkskrant (88,535).
Source: https://www.emerce.nl/nieuws/nrc-telegraaf-mogen-onder-n-dak-mediahuis | http://www.bladendokter.nl/lancering-quest-junior/ | https://www.emerce.nl/nieuws/fd-heeft-grootste-betaalde-digitale-oplage |
http://www.bladendokter.nl/het-verschil-tussen-chantal-linda-en-wendy/ |
Mediahuis and VP Exploitation
got permission by the ACM to
take over TMG. As a result,
NRC and Telegraaf will be
under the same roof. However,
according to the ACM, this will
not affect the competition.

National newspapers lead the print circulation
1,404
1,128
346
-
200
400
600
800
1,000
1,200
1,400
1,600
2016 Q3 - 2017 Q2
€x1000
Moving year average circulation figures (in ‘000s)
National newspapers Regional newspapers Free sheets
Source: NOM, 2016 Q3 – 2017 Q2 | moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)

Top 10
ranking
Title Newspaper type Total annual paid circulation
2016 Q3 – 2017 Q2
Total annual circulation
2016 Q3 – 2017 Q2
1 De Telegraaf National 366,325 407,144
2 AD National 306,877 354,826
3 Metro Free 0 345,958
4 de Volkskrant National 214,135 254,132
5 NRC Handelsblad National 133,177 142,844
6 De Limburger (combinatie) Regional 120,571 125,596
7 De Gelderlander Regional 103,389 114,451
8 Trouw National 87,393 102,631
9 De Stentor Regional 88,839 98,639
10 Dagblad van het Noorden Regional 92,081 97,536
De Telegraaf is leading in terms of print circulation
Source: NOM, 2016 Q3 – 2017 Q2 annual moving average circulation figures for newspapers. Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.

AD and de Telegraaf are leading in terms of issue reach
Ranking National newspapers
Average issue reach amongst NL
13+ (in ‘000s)
Average issue reach amongst
NL13+ (%)
1 AD Dagbladen 1,338.7 9.3
2 De Telegraaf 1,257.8 8.8
3 de Volkskrant 749.6 5.2
4 NRC Handelsblad 348.6 2.4
5 Trouw 338.1 2.4
6 Reformatorisch Dagblad 172.6 1.2
7 Nrc.next 136.2 1.0
8 Het Financieele Dagblad 132.5 0.9
9 Nederlands Dagblad 102.0 0.7
Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N=17,081)

Share of digital reach for NRC.next and FD is relatively high
compared to total annually title reach
Ranking National newspapers Annually title reach* amongst NL 13+ Paper only Overlap Digital only
1 De Telegraaf 48.3% 20.2% 14.2% 13.9%
2 Metro 44.2% 35.7% 5.3% 3.2%
3 AD Dagbladen 41.6% 16.8% 12.4% 12.4%
4 De Volkskrant 27.5% 13% 8.5% 6.1%
5 NRC Handelsblad 14.3% 6.9% 3.8% 3.6%
6 Trouw 17.6% 7.3% 3.4% 3.4%
7 NRC.next 12.1% 5.3% 2.4% 4.5%
8 Het Financieele Dagblad 8.7% 3.6% 1.8% 3.3%
9 Reformatorisch Dagblad 4.1% 2.0% 1.1% 0.9%
10 Nederlands Dagblad 3.7% 1.7% 0.9% 1.1%
Source: NOM Mediamerken 2017-II *Unique reach

Higher online reach for news site Nu.nl than digital replica of
traditional print titles. Nevertheless, NOS is visited more often.
No. Top 10 online News
brands
Reach (%) Reach (‘000) # Visits (‘000) Avg visit frequency
1 NU.nl
51.2 7,345,000 164,819 22.4
2 NOS
49.3 7,067,000 252,711 35.8
3 AD
40.8 5,847,000 94,211 16.1
4 Telegraaf
36.6 5,244,000 133,416 25.4
5 RPO 35.2 5,046,000 97,984 19.4
6 RTL Nieuws
21.9 3,136,000 37,034 11.8
7
De Volkskrant
18.5 2,651,000 23,477 8.9
8
Prive
10.9 1,558,000 8,120 5.2
9 NRC
9.2 1,323,000 7,855 5.9
10 Omroep brabant 9.1 1,307,000 19,411 14.8
Source: DAM, base: 13+, average reach Q2 2017 all platforms

0
20
40
60
80
100
120
140
Grossspendnewspapers(inMillions)
Seasonality newspapers
2013 2014 2015 2016 2017 HY1
Lower ad spend in dailies in Summer. In first half year of 2017
spend levels are higher than in 2016, but still below previous years.
Source: Nielsen, 2013 -2017 Q2. Gross spend only.
Total spend 2017 Q2: € 238,177,767
Total spend 2016 Q2: € 188,940,393
Total spend 2015 Q2: € 292,169,545
Total spend 2014 Q2: € 287,064,325
Total spend 2013 Q2: € 306,317,919

No. Brand Category Newspapers gross spend
Q2 2017
1 Corendon Travel €8,593,900
2 Koopjedeal.nl Travel €7,593,792
3 Stip reizen Travel €6,265,303
4 Kras Reizen Travel €6,061,831
5 Effeweg.nl Travel €4,543,211
6 Stella Travel €3,918,177
7 Zadkine Media Media €3,890,016
8 NRC Media €3,440,545
9 Bolderman Travel €3,382,530
10 Google Search €3,232,662
Travel brands are dominating the top 10 advertisers in newspapers
Source: Nielsen, 2017 Q2 | Gross spend for newspapers only.

High increase of spend AD leads to number one position,
replacing De Telegraaf. Also, De Volkskrant and FD show increase.
0
5
10
15
20
25
30
35
Mediaspend(inmillions)
Gross media spend Newspapers
2016 Q2 2017 Q2
+72%
+50%
-20%
Source: Nielsen, 2016 Q2 – 2017 Q2. Gross spend for newspapers only. *NRC Doordeweeks is a combination of NRC Handelsblad en NRC Next
+77%

The growth of digital use of newspapers seems to have stagnated
over the last year across all devices, except for mobile.
38%
20% 20%
36%
21%
23%
35%
22%
24%
39%
27%
28%
36%
27% 27%
37%
30%
27%
Pc/Laptop Mobile Tablet
NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II NPDM 2015 I - 2015 II NPDM 2015 II - 2016 I NPDM 2017-I
Source: NPDM releases: 2013 I – 2017-I, base: total NL 13+
Digital use of newspapers

Family, culinary and women’s titles show highest circulation figures
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Family Culinary
mags (incl
sponsored)
Women's TV listings Home
decoration,
gardening &
DIY
Newspaper
magazines
Special
interest
Mind & body Travel Youth Popular
Science
Education
Moving year average total circulation (in ‘000s)
Q3 2016 - Q2 2017
Source: NOM, 2016 Q3 – 2017 Q2 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).

High circulation numbers for sponsored magazines. Kampioen
and sponsored supermarket are dominant in terms of spend.
Top 10 Title Magazine type Total paid circulation
2016 Q3 – 2017 Q2
Total circulation
2016 Q3 – 2017 Q2
1 Kampioen Family 3,408,680 3,408,680
2 Allerhande Culinary sponsored 0 2,028,280
3 Boodschappen Culinary sponsored 0 1,895,838
4 Eigen Huis magazine Home decoration, gardening & DIY 754,867 754,867
5 Vrouw Women’s 0 499,778
6 Burgerkracht Special Interest 0 495,670
7 AD Magazine Newspaper magazines 0 407,223
8 Het Volkskrant Magazine Newspaper magazines 0 373,275
9 Libelle Women’s 285,595 291,234
10 Veronica Magazine TV Listings 282,708 283,186
Source: NOM, 2016 Q3 – 2017 Q2 annual moving average print circulation figures for magazines

Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N= 17.081)
Women’s and family titles have highest issue reach
Top 10 magazine titles Publication type
Average issue reach
amongst NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
Kampioen Family 4,831.5 33.7
Allerhande Culinary sponsored 4,315.2 30.1
Libelle Women’s 1,626.2 11.3
Donald Duck Kids 1,431.0 10.0
LINDA. Women’s 1,197.9 8.4
Vrouw Women’s 1,140.2 8.0
Margriet Women’s 1,058.7 7.4
Privé Celebrity 1,020.8 7.1
Veronica TV magazines 974.8 6.8
Quest Science 960.6 6.7

Allerhande has highest total reach, both digitally as via paper
Ranking National newspapers Annually title reach* amongst NL 13+ Paper only Overlap Digital only
1 Allerhande 52.4% 39.1% 11.8% 1.5%
2 Kampioen 47.6% 44.1% 2.3% 0.5%
3 Donald Duck 30.8% 25.8% 2.3% 0.4%
4 Libelle 30.7% 27.6% 2.3% 0.8%
5 LINDA 25.4% 19.4% 3.6% 2.4%
6 Prive 24.5% 22.5% 1.0% 1.1%
7 Quest 24.0% 20.8% 1.9% 1.2%
8 Margriet 23.3% 21.5% 1.2% 0.6%
9 Story 20.4% 19.3% 0.6% 0.5%
10 VTWonen 20.3% 15.7% 2.4% 2.2%
Source: NOM Mediamerken 2017-II *Unique reach

0
10
20
30
40
50
60
January February March April May June July August September Oktober November December
Magazines
grossmediaspendinmillions
Seasonality Magazines
2013 2014 2015 2016 2017 HY1
Ad spend in magazines peak in Spring, early Summer and during
the holiday season (December).
Source: Nielsen, 2013 – 2017 Q2. Gross spend for consumer magazines only.
Total spend 2017 Q2: € 95,945,949
Total spend 2016 Q2: € 96,416,043
Total spend 2015 Q2: € 107,566,318
Total spend 2014 Q2: € 114,144,803
Total spend 2013 Q2: € 123,889,515

No. Brand Category Gross spend in Q2 2017
1 Sanoma Media €1,934,979
2 Elsevier Media €1,212,730
3 ANWB Travel €1,156,040
4 Hollands nieuwe Telecom €1,094,380
5 Voordeeluitjes Travel €1,079,582
6 Albert Heijn Retail €978,250
7 Cookloveshare.nl Media €957,308
8 Otolift Home €931,352
9 Dove FMCG €857,975
10
Stella
Travel €854,724
Travel is well represented in top 10 magazine advertisers
Source: Nielsen, 2017 Q2. Gross spend for consumer magazines only.

Most titles show an increase in gross ad spend. Kampioen, ELLE,
Veronica, Margriet and Voetbal International show decrease.
0
1
2
3
4
5
6
7
8
9
10
Mediaspend(inmillions)
Gross media spend magazines
2016 Q2 2017 Q2
-13%+21%
+43%
-18%
-7%
-14% -19%
Source: Nielsen, 2016 Q1 – 2017 Q2. Gross spend for consumer magazines only.

High consumption of door drops mainly by older generations
91%
86%
82%
78%
73%
64% 62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Reach %
25%
15%
27%
33%
41%
47%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
13-14 15-24 25-34 35-49 50-64 65+
Total Reach %
High consumption of door drops (> 13.5 titles)Reach per category
Source: NOM folder monitor 2017 *Media imperatives are based on frequency of appearance

Albert Heijn door drops have highest reach, both print as digital
No. Brand Category Reach print (in %) Reach digital (in %)
1 Albert Heijn Supermarket 55.9% 12.4%
2 Kruidvat Drugstore 54.1% 9.7%
3 Lidl Supermarket 45.8% 9.1%
4 Blokker Household 44.7% 5.9%
5 Aldi Supermarket 44.4% 6.6%
6 Hema Household 41.4% 6.5%
7 Mediamarkt Electronic 37.3% 6.2%
8 Gamma House / Garden 37.0% 4.4%
9 Praxis House / Garden 35.4% 4.1%
10 Karwei House / Garden 32.5% 3.3%
Source: NOM Folder Monitor 2017

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.

Source: https://www.emerce.nl/nieuws/nieuwe-mijlpaal-5-miljoen-adverteerders-facebook | https://www.nu.nl/apps/4618893/instagram-stories-heeft-meer-gebruikers-dan-snapchat.html|
https://www.emerce.nl/nieuws/snaps-eerste-nederlandse-campagne-oreokoekjes | https://www.emerce.nl/nieuws/twitter-q1-cijfers
In 2017 Q1, the turnover of Twitter was
595 million dollar; 36% higher than last
year, but less than expected. The net
loss decreased from 162.4 million dollar
last year to 79.7 million dollar. The
number of monthly active users has
slightly increased to 310 million.
Facebook reaches a new record of 5
million active advertisers worldwide.
The next goal will be to focus on 65
million remaining small companies on
Facebook without advertising activities.
Facebook’s revenue increased with 51
percent in Q1 to 8.8 billion dollar.
Instagram Stories now has more users
than Snapchat. More than 200 million
people use Instagram’s feature of
temporary photo’s and video’s on a
daily basis.
In April, Oreo cookies started the first
Dutch campaign on Snapchat with a
sponsored lens.

Source: Newcom, Dutch National Social Media Survey 2017, TA: 15+
WhatsApp and Facebook still show growth in usage. Highest increase
for Instagram, decrease of Twitter seems to stabilize.
Social media usage

Highest usage for WhatsApp and Facebook. Replacing Twitter,
Instagram enters top 5.
Main platforms:
3.2 million
Dutch people
use Instagram,
1.5 million use
it daily
4.3 million
Dutch people
use LinkedIn,
0.4 million
use it daily
7.5 million
Dutch people
use YouTube,
1.7 million use
it daily
10.4 million
Dutch people
use Facebook,
7.5 million use
it daily
10.9 million
Dutch
people use
Whatsapp,
7.8 million
use it daily
Other platforms:
0.1 million
Dutch
people use
Foursquare
, 46 K use it
daily
0.1 million
Dutch
people use
WeChat,
63 K use it
daily
0.4 million
Dutch people
use Tumblr,
101 K use it
daily
1.9 million
Dutch people
use
SnapChat,
960 K use it
daily
2.4 million
Dutch
people use
Pinterest,
381 K use it
daily
2.6 million
Dutch people
use Twitter,
871 K use it
daily

Snapchat, Tumblr and Instagram are more used by younger age groups
10% 10% 7%
15%
10% 10%
34%
16%
23% 24% 26%
27%
26%
20%
34%
29%
26% 28% 29%
26%
29%
25%
20%
26%
25%
25% 26%
21%
24%
28%
9%
21%
16% 13% 13% 10% 12%
17%
2%
Facebook Twitter LinkedIn Instagram Pinterest Google+ Snapchat Tumblr
Age distribution of social networking sites in NL
13-19 20-34 35-49 50-64 65+
Source: GfK DAM, base: 13+, Q2 2017

Active usage Facebook shows increase after dip in 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2012 2013 2014 2015 2016 2017 HY1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Active users monthly
2012 2013 2014 2015 2016 2017 HY1
Source: GlobalWebIndex, 2012 – 2017 HY1, Base Internet Users NL16+

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2012 2013 2014 2015 2016 2017 HY1
Account ownership of LinkedIn has increased while active users
decreased; LinkedIn seems to have attracted more light users.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2016 2017 HY1

Strong increase for account ownership and activity of Instagram
within all age groups
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2013 2014 2015 2016 2017 HY1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2016 2017 HY1
Source: GlobalWebIndex, 2013 – 2017 HY1, Base Internet Users NL16+. Instagram data is available from 2013 Q2

Account ownership of YouTube is further increasing, just like active
usage which shows an strong uplift again after 2014.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2012 2013 2014 2015 2016 2017 HY1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2012 2013 2014 2015 2016 2017 HY1

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2012 2013 2014 2015 2016 2017 HY1
Both ownership and activity are slightly increasing for Twitter again
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2012 2013 2014 2015 2016 2017 HY1

Social Media in The Netherlands: privacy concerns are still an issue
66% is
worried
about their
data being
sold
54% is
worried
about their
data in
general
57% does
not know if
they can
trust social
media
17% has
(a lot of)
trust in
social
media

Trends and developments – I
The Adobe Digital Insights report
concludes that because of growing
online competition, prices of digital
advertisements are rising but not
resulting in higher returns. Costs
specifically increased with 16%
compared to last year.
According to research agency App
Annie, the worldwide app economy will
increase to 6.3 trillion dollar in 2021.
Compared with 1.3 trillion dollar in
2016, this will be an increase of 380%.
Despite the declining number of
installed apps, app usage will increase;
especially for e-commerce and gaming.
Several advertisers decided to boycott
publishers Dumpert and Geenstijl
because of all the commotion around
sexist content published. The boycott
brought up discussion about
programmatic advertising and the
responsibility of advertisers for content
in the context of the ad.
Source: https://www.emerce.nl/nieuws/adobe-hogere-advertentiekosten-lager-rendement | https://www.emerce.nl/nieuws/appeconomie-63-biljoen-dollar-2021 |
http://marketingtribune.nl/media/nieuws/2017/05/adverteerders-boycotten-seksistisch-geenstijl/index.xml

Trends and developments – II: Personalised content
Google Chrome will launch a
browser in early 2018 with a
preinstalled technology that will
block annoying ads.
Presumably, publishers will get
an option to charge people for
ad-free access, or force a
choice to whitelist the site so
they can display the ads.
With the growing popularity of
“dynamic page publishing”,
visitors of online publications
will more often see their own
personalized homepage based
on search behavior.
Successful startup Brave
developed a browser with an
integrated ad blocker which
shows advertisements based
on interest of users. Brave
picks up on the personalization
trend of web browsers showing
a selection of advertisements.
YouTube wants to decrease the
use of cookies and pixels and
will shift to ‘cloud based
measurement’. The current
technology of cookies is less
effective because of the
increasing cross device usage.
That’s why data will be based on
Google users in stead of
Cookies. With this choice,
Google makes a big step to
‘people based marketing’.
Source: https://www.emerce.nl/best-practice/youtube-begint-afscheid-cookies-pixels | http://www.adformatie.nl/achtergrond/de-dagen-van-statische-voor-iedereen-gelijke-websites-liggen-achter-ons
https://www.emerce.nl/nieuws/startup-haalt-35-miljoen-24-seconden | http://adage.com/article/digital/official-google-chrome-ad-blocker/309238/
Chrome browserDynamic page
publishing
Integrated ad blockerPeople based marketing

According to GreenLight Insights, it may take until 2021 before VR becomes
more mainstream and truly profitable. The main reason for this is the
expensive hardware. With the release of Microsoft VR-headset at the end of
2017, a boost for the VR entertainment industry is expected.
Virtual Reality &
Augmented Reality
Digital video agency SpotX (RTLGroup) teams up with VR-specialist
Omnivirt, which results in the possibility of 360 degrees advertising
campaigns. Smartphone users are easily transported in an immersive world
by clicking on an 360 ad and do not need any hardware or applications.
Source: http://www.frank.news/2017/05/01/onderzoekers-vr-pas-groot-in-2021 | https://www.emerce.nl/nieuws/facebook-lanceert-augmented-realityplatform | https://www.emerce.nl/nieuws/spotx-partnert-
uitbreiding-virtual-reality
Facebook launches an AR platform for the purpose of smartphone camera’s.
Partners will be able to develop all sorts of effects for the apps of Instagram,
Messenger and Facebook. Zuckerberg has high expectations of AR, but had
to acknowledge that the possibilities are limited at this moment.
360 video
Facebook AR platform
The future of VR

EU GDPR
Source: https://www.frankwatching.com/archive/2017/05/22/de-cookiewet-wijzigt-in-2018-dit-zijn-de-gevolgen-voor-je-website/
The current Dutch Cookie law will likely be replaced by the European Cookie
law (GDPR) in May 2018, to encourage the trust and safety of digital services.
According to this law, Internet users don’t have to accept cookies anymore
before entering a site. With only one setting in the browser, you can accept or
decline all the tracking-cookies. Using a cookie wall will not be legal anymore;
the EU claims that Internet users should have complete access to every site.
GDPR will have most consequences for online marketers; (re)targeting will
become more difficult if users decide to decline the tracking-cookies. Since for
many publishers ad space is the most important source of revenue, it is likely
that in the future Internet users have to pay for visiting certain websites.

Overall, the usage of Ad Blockers is slightly increasing overtime
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Total 16-24 25-34 35-44 45-54 55-64
Using services such as Ad Block in the past month
Q1 2016 (n=801) Q2 2016 (n=755) Q3 2016 (n=754)
Q4 2016 (n=754) Q1 2017 (n=1300) Q2 2017(1300)
Source: GlobalWebIndex, Q1 2016 – Q2 2017, Base Internet Users NL16+

In Q2 2017, Coolblue has the highest digital spend by far *
No. Brand Category Gross spend
Q2 2017
1
Coolblue.nl
Retail
€7,418,686
2
Fisher Investments
Real estate €3,292,552
3
Consumind
Financial €3,201,498
4
Tweakers.net
Software €2,755,202
5
SNS
Financial €2,665,996
6
Renault
Automotive €2,418,067
7
AD
Media €2,289,293
8
Kieskeurig
Software €2,150,257
9
T-Mobile
Telecom €2,130,206
10
Tele2
Telecom €1,980,457
Source: Nielsen, Q2 2017. * Note: online spend without taking into account social, SEA and in-app advertising.

Google is leading in terms of reach across platforms
Source: GfK DAM, base: 13+, average monthly reach Q2 2017 (all platforms)
No. Top 10 brands Average monthly reach
1 Google 78%
2 Facebook 68%
3 WhatsApp Messenger 67%
4 Youtube 62%
5 Google Maps 56%
6 Facebook Messenger 54%
7 Google Search (app) 50%
8 Bol.com 47%
9 Gmail (app) 41%
10 Digid.nl 40%

WhatsApp most popular mobile app. Facebook and YouTube show high
reach on both devices. Apple Music and Google Drive are new in top 10.
Source: GfK DAM, base: 13+, average monthly reach Q2 2017
27%
28%
30%
31%
39%
44%
46%
55%
53%
67%
Drive
Instagram
Google Play-services
Gmail
Google Search
Facebook Messenger
Google Maps
Youtube
Facebook
WhatsApp Messenger
Overall top smartphone apps
Phone reach %
11%
12%
13%
17%
20%
20%
20%
21%
33%
34%
Drive
Marktplaats
NU.nl
Gmail
Apple Music
Facebook Messenger
Google Maps
Google Search
YouTube
Facebook
Overall top tablet apps
Tablet reach %

Digital ad formats (I/II) - Standard IAB
Source:http://nextday.media/producten/
Half-page ad
300x600
Full banner 468x60
Leaderboard 728x90
Billboard 970x250
Large rectangle 336x280 Medium rectangle
300x250
Wide
Skyscraper
160x600
Skyscraper
120x600

Currently, 55% of all digital ads are in view and 38% are in view for
at least 5 seconds (Quality View).
DMA Institute is an international digital media
auditing and quality assurance service empowering
digital leaders and organizations in “Assessing The
True Value Of Digital Media’’.
With DMA you can measure the time for which the
ads have been visible, which audience has seen the
ad and which sites and placements provided
conversions for the brand.
Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren | DMAI Year End 2016 Visibility Benchmarks,January 2017. *In View: impression that has been in view for longer
than 1 second. ** Quality View: an impression that has been in view for longer than 5 seconds.
0%
10%
20%
30%
40%
50%
60%
70%
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017
DMA visibility benchmarks
In View* Quality View*

33%
14%
15%
37%
42%
14%
18%
38%
46%
17%
20%
41%
44%
16%
20%
40%39%
14%
17%
37%
43%
18%
20%
39%
Social Networks Buying/selling Streaming video Searching for info
2012 2013 2014 2015 2015 II - 2016 I 2017
Over the last years all online activities are more or less stable
Online activities done ‘often’ – across time
Source: NPDM 2012 I - II to NPDM 2017, NL 13+

Activities across platforms are more or less similar, although popularity
differs slightly. Social media and Search are present in top 3 of all devices.
43
46
47
48
53
54
58
59
62
66
Searched for a product or service
you want to buy
Used a map or directions service /
app
Used an internet banking service
Visited a news website / app /
service
Used a chat or instant messaging
service / app
Uploaded / shared a photo
Checked the weather online
Used a webmail service to access,
read or send emails
Visited / used a search engine
Visited / used a social network
Top 10 - Mobile
49
49
55
57
57
61
66
67
68
76
app
Used an online encyclopedia such
as Wikipedia
service
Purchased a product online
read or send emails
you want to buy
Top 10 - PC / Laptop
14
14
15
18
21
21
21
22
26
30
app
Used an online encyclopedia such
as Wikipedia
Watched a video clip or visited a
video-sharing site
service
you want to buy
read or send emails
Top 10 - Tablet
Source: GlobalWebIndex, 2017 Q2, Base Internet Users NL16+ (N= 1300), Have done in the past month

Online population is slightly more male, but difference becomes smaller.
Internet penetration amongst 65+ and lower educated is steadily rising.
Internet penetration NL 2014 2015 2016 Index
Male 93.1% 93.4% 94.9% 100
Female 88.3% 90.7% 91.5% 103
13+ 90.7% 92.1% 93.2% 102
13 – 19 years old 99.1% 99.4% 99.4% 100
20 – 34 years old 99.2% 98.8% 99.2% 100
35 – 49 years old 97.6% 97.7% 99.2% 100
50 – 64 years old 91.8% 94.5% 96.6% 103
65+ 66.4% 71.0% 72.5% 107
High educated 98.2% 98.0% 98.3% 100
Middle educated 93.9% 95.0% 96.4% 101
Low educated 70.5% 74.4% 76.3% 106
Source: Media Standard Survey 2016 (N= 6,000)

Most people (79%) have online access at home on a daily basis. Access on
mobile is increasing and becomes number one device for Internet access.
0%
25%
50%
75%
100%
Online access in %
2013 2014 2015 2015 II - 2016 I 2017
79%
8% 4% 1% 0% 0% 0% 2% 1% 5%
(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
11%
21%
11%
4% 1% 1% 1% 2% 2%
47%
(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 2017, base: total NL 13+Source: NPDM 2013 I - II to NPDM 2017, NL 13+

Worries about privacy have significantly increased for digital
teenagers and millennials
Source: Ruigrok NetPanel, What’shappening online? 2017, 18+ n=1.050
26%
38%
51%
53%
42%
55%
53%
58%
0%
10%
20%
30%
40%
50%
60%
70%
Digital teenagers Millennials Generation X Babyboomers
Worried about privacy
% (totally) agree
2016 2017

Strong growth figures for online consumer spends and purchases
8,200 9,000 9,800 10,600
13,730
16,090
20,060
6
7
8
9
10
11
12
0
5,000
10,000
15,000
20,000
25,000
€billions
Online shopping spend People buying online
+10% +9%
+8%
+30%
+17%
E-commerce trendsTop 5 branches annual increase in online spend 2017 HY1
24%
26%
28%
41%
43%
Eventtickets
Home & Garden
Clothing
Health & Beauty
Child Toys
Source: Thuiswinkel Marktmonitor 2010 – 2017 HY1
Online spends 2017 HY1: 10.7 billion (+ 13%)
Number online purchases 2017 HY1: 92.6 million (+ 15%)
Number online buyers 2017 HY1: 12.4 million
+25%
millions

MCP: On the Go
On average people spend one hour per day
On the Go. 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.

Trends and developments
Source| | http://clearchannel.nl/nl/Nieuws/Laatste-nieuws/Clear-Channel-International-lanceert-eerste-out-of-home-programmatic-buying-platform-in-Europa#| Vivaki Exchange DOOH update
Clear Channel International has launched, as first
OOH vendor, a programmatic buying tool for ‘on
the go’ advertising in Europe. From January, this
automated solution is live in Belgium and Clear
Channel has plans to launch the tool in other
European countries soon.
JCDecaux will further digitalize its network with 9
digital shells on Leidseplein, Rembrandtplein and
Koningsplein in Amsterdam. Hereby, JC Decaux has
96 digital screens in total of which 76 in Amsterdam

Factsheet Outdoor
Source: VivaKi, December 2016
Publisher Objects Location
JCDecaux Ad shells/6s, billboards, odd-sized objects, trams Bus and tram stations
ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations, posters and screens in shopping
centres
Street, shopping areas, public transport stations
Clear Channel Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations Street, schools, highway, tube- and parking
Interbest Masts near highways A0, A1, A2 screens Highways
Centercom Posters in supermarkets Streets, supermarkets
MMD Media Shelters, digital screens, billboards, busses, airports Street, leisure indoor, sports, transport – airports
OOHA Media Masts, LED masts Streets, highway
Blowup Media Scaffolding large formats Streets
Schiphol Media Big variety of media at Schiphol Airport Amsterdam Airport
OV Media & Triple Media Buses, A3 posters in buses Buses
Altermedia Toilet ads, taxi ads and truck ads Leisure indoor and public transport
Boomerang Media Toilet ads, Freecards Leisure indoor horeca
OV Media Bus ads, A3 screens Busses
Triple Media Bus ads, A3 screens Busses

Radio by far the most popular media activity to use On the Go
with a similar level of time spend at home
1:06
1:01
2:17
0:060:18
0:01
0:04
0:14
0:01
0:14
0:05
Average time spend per day in minutes
Radio
TV linear
TV non-linear
Magazine
Newspaper
Social Media
Source: Media:Tijd 2015, base: All adults 13+ (N=2,818)

0%
10%
20%
30%
40%
Share of gross media spend OOH
2013 2014 2015 2016 2017 Q2
Others
Outdoor market is dominated in spend by 4 main players
Source: Nielsen, 2013 – 2017 Q2. Gross spend for out of home only.

Total reach per vendor is highest for age group 20-34. JCDecaux
is dominant in billboard advertising.
Source: BRO, June 2017, database version CAFAS 21.1 | Reach is based on total sights per vendor.
70%
78% 79%
69% 65%
60%
69%
77% 79%
70%
64%
59%
74%
80% 82%
75%
70%
64%
36%
42% 42%
35% 33% 31%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Shelters
Exterion (5,517 sides)
JCDecaux (9,957 sides)
Clear Channel (8.062 sides)
MMD (719 sides)
31% 32% 33% 32% 29% 27%
66% 68% 70% 68%
63%
58%
42%
46% 48%
42% 39%
36%
13% 14% 15% 13% 12% 11%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Billboards
Exterion (190 sides)
JCDecaux (998 sides)
Clear Channel (382 sides)
MMD (131 sides)

0
10
20
30
40
50
Outofhome
grossmediaspendinmillions
Out of Home Seasonality
2013 2014 2015 2016 2017 HY
Although spend slightly peaks in spring and Q4, outdoor advertising
shows pretty stable levels of ad spend through the year.
Source: Nielsen, 2013 – 2017 Q2. Gross spend only
Total spend 2017 Q2: € 129,171,278
Total spend 2016 Q2: € 121,507,311
Total spend 2015 Q2: € 121,669,511
Total spend 2014 Q2: € 128,901,373
Total spend 2013 Q2: € 121,461,393

T-Mobile has the highest outdoor advertising spend. In general, the
telecom category is highly visible in OOH advertising.
Brand Category Gross spend Q2 2017
2 McDonalds Fastfood €4,813,793
5 WE Retail €1,588,415
6 Lipton FMCG €1,585,585
8 Aldi Retail €1,424,469
9 Corendon Travel €1,319,899
10 Coca-cola FMCG €1,287,812
Source: Nielsen, 2017 Q2. Gross spend only.

Street shelterMast Billboard
Standard formats

Aerial advertisingScaffold Sampling
Alternative formats I

Alternative formats II
Public transport Street objects Toilet advertising

Digital Out of Home
Source: Vivaki Digitale Out of Home Update, March 2017
With 12% of the total OOH market and 8,000
screens on 5,000 locations, Digital Out of Home
still has a low share in The Netherlands.
Nevertheless, the Dutch market is experiencing
significant growth. It is expected that the increase
in gross spends (+ 340% in 2016 compared to
2015) will continue in 2017. PwC Outlook predicts
that in 2019 the share of spends of DOOH will
increase to 40% of the total OOH market.

Specific Targeting
New opportunities for communication with Digital Out of Home
In the near future, programmatic buying
for DOOH inventory will become bigger.
The only company that currently offers
programmatic buying is ‘MyAdbooker’.
The possibilities are limited because the
main players do not offer this.
It is expected that in the near future it will
be possible to target DOOH campaigns,
in particular the creative materials, at
specific target groups by the use of
Detection Software. This software is able
to anticipate on variables like age,
gender, total passengers, mood.
The opportunity of DOOH for real time
communication are embraced by brands
like Transavia, NS and the
‘Nierstichting’. Here, DOOH was used to
offer real time travel places or to
communicate directly with patients with
a chronic kidney disease.
Programmatic buying Real time communication
Source: Vivaki Digitale Out of Home Update, March 2017| http://www.adformatie.nl/nieuws/transavia-adverteert-realtime-stoelenaanbod-outdoor-campagne | http://www.adformatie.nl/nieuws/programmatic-ooh-
campagne-ns-op-basis-van-real-time-vluchtgegevens | https://www.nierstichting.nl/pers/2016/09/live-stream-op-stationsplein-rotterdam-maakt-wereld-nierpatient-weer-groot/

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
launched their own Beacon ‘game
changer’ in 2015, called EddyStone.
It makes the deployment of beacons
unprecedentedly simple and
efficient.
Amsterdam has installed a beacon network
in its city center. The bluetooth beacons are
located in several public spaces. The
municipality of Amsterdam works together
with JCDecaux, GVB (public transport), and
Google. JCDecaux already has experience
with this technology, its network is enriched
with beacons (android only).
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 |
http://www.dktp.nl/wijzen-amsterdamse-bakens-de-weg-in-innovatieland/

MAAIKE
DE VRIES
Insights & Data Director
maaike.de.vries@starcom.nl
This media landscape presentation will be updated every quarter. For comments & questions, please contact the Starcom Insights & Data team.
SANDER
GEERLING
Senior Insights & Data Consultant
sander.geerling@starcom.nl
MARJO
VAN DEN AKKER
Insights & Data Consultant
marjo.vandenakker@starcom.nl

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).
The Media Standard Survey is used for weighting.
The television audience measurement provides information on how many people
watched a program, when they watch tv 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 representative for the Netherlands.
Ratings are reported minute-by-minute for channels received in the Netherlands
independent of the way their signal is distributed.
Source: www.kijkonderzoek.nl

CENSUS DATA
By using VAST
technology for online
video (IAB standard).
Incl. Desktop, Mobile and Tablet
PANEL DATA
Who is watching?
What is % reach?
DATA FUSION
ONLINE VIDEO TOTAAL(RTL, NPO, SBS only)
TV TOTAL (Linear & non-linear; via TV screen)
Existing
TV audience measurement II
The core of the audience measurement is the
common currency (TV Total). The measurement
includes guest viewing in the panel households and
time shifted viewing (on the day of broadcast plus the
next six days). In order to achieve Video Total (TV +
Online Video) SKO measures census data for online
video and combines this with panel data to calculate
the Online Video Total. Video Total was launched in
April 2017.
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.
Source: www.kijkonderzoek.nl

Digital audience measurement
In 2015, de Verenigde Internet Exploitanten (VINEX)
and Stichting KijkOnderzoek (SKO) have started het
Nederlands Online Bereik Onderzoek (NOBO).
NOBO, run by Kantar TNS, is the new currency for
digital reach in 2016. NOBO is a collaboration
involving more than twenty major media companies.
Participating online media are provided with a tag. To
also include global players like Facebook, NOBO has
built-in an additional module that can report non-
tagged sites.
NOBO is linked to SKO for online video. Also NOM is
involved for digital reach of magazines and
newspapers.
DAM
Source: GfK April 2017 | http://www.adformatie.nl/nieuws/nederlands-bereiksonderzoek-nobo-officieel-van-start
There are two providers of digital audience ratings in the Netherlands: DAM and NOBO.

Radio audience measurement
NLO is a non-profit organization, organized as a Joint Industry Committee (JIC). The radio audience
ratings are based on a log of a panel of 7,500 respondents. The Media Standard Survey is used for
weighting.
NLO has developed a new technique for measuring listening behavior. A portable electronic device with
audio-matching technique will eventually replace the Radiolog. The new technique calculates radio reach
per minute instead of per 15-minute interval. The release date is not announced yet.
Source: NLO press release | 3 April 2017
‘Nationaal Luister Onderzoek’ (National Listening Research) is the primary
provider of the official radio audience ratings in the Netherlands.

Print audience measurement
NOM (Nationaal Onderzoek Multimedia) is responsible for carrying out and
reporting the national readership figures for daily newspapers and magazines. It
reports average issue readership (AIR), which is a currency for newspapers and
magazines in The Netherlands. From 2015, NOM also reports the average
circulation figures and digital census data of newspapers, magazines and
business magazines.
Source: http://www.nommedia.nl | 21st April 2017
NOM is organized as a Joint Industry Committee (JIC), and was founded in 2001.
In addition to the print currency, NOM also conducts a follow-up survey, asking about brand &
product usage as well as a host of lifestyle questions and various areas of interests and hobbies.
The combined survey, called NPDM, includes the print data as well as social demographic- and
lifestyle data and media usage. The data is based on 19,000 respondents (NL 13+) and weighted to
be nationally representative. It is published ones a year via a special software package.

Out of home audience measurement I
‘Het Buitenreclame Onderzoek’ (BRO) is the primary provider of the official OOH
audience ratings in the Netherlands. With the launch of BRO in 2011, the new
currency for audience measurement was avaliable for OOH: VAC, the visibility
adjusted contact.
Source: Het Buitenreclame Onderzoek, 21st April ‘17
VAC is based on multiple data sets regarding people,
movement and object classification:
Measuring of all traffic (Mobiliteitsonderzoek Nederland;
Field research to travel behaviour (TNS);
Inventory and classification of street objects;
Differentiates visibility between location of objects (near
pathway, railway stations, shopping centres,
supermarkets, parking garages, petrol stations and traffic
advertisement).

Out of home audience measurement II
For measuring all traffic TNS has carried out a travel survey
over a period of nine months (N=10.637). The ‘Gouden
Standaard 2010’ is used for weighting. For this study the
Netherlands has been 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 analysed via
specialist software developed by BRO: Cafas. Pre-defined
male/female target audiences (13-75 years old) can be used.
Source: Het Buitenreclame Onderzoek, 2nd september ‘15

Cinema audience measurement
Commissioned by the ‘Nederlandse Vereniging van Bioscopen en Filmtheaters (NVBF)’ and
‘Filmdistributeurs Nederland (FDN)’, ‘Stichting Filmonderzoek’ periodically studies the range of
cinemas /movie theatres, the frequency of visits and the market share of Dutch cinema visitors. This
provides insight into cinema behavior of the Dutch population.
For the ‘bioscoopmonitor 2016’, quarterly fieldwork took place among a core group of panel members
(N= 11,422) of CentERdata and young panel members of LISS panel.
The panel members were asked whether – and if so, how often – they have been visited the cinemas
and/or movie theatre in the previous quarter and whether they have visited a Dutch movie.

Media:tijd is the most recent study released in Q2
2016 and covers time spend of Tuch consumers in
2015. The first release was in 2014 (data of 2013).
Media:tijd is a collaboration between:
Since Q2 2015 Crossmedia:Tijd is available. Crossmedia:Tijd is a
fusion of data from multiple reach and time spend currencies:
Source: Media:tijd 2015
(9 september – 11 oktober 2013)
(1 juli 2012 – 30 juni 2013)
(1 juli 2012 – 30 juni 2013) (28 april 2014 – 26 mei 2014)
(26 augustus – 17 november 2013)
The Crossmedia:Tijd study enables to create campaign scenarios
by using cross media reach.
BRO (JIC out of home reach measurement) has announced that
the OOH reach study will also be part of the next Crossmedia:Tijd
data fusion.
Media:tijd & Crossmedia:tijd

Nielsen
Ad spend measurement
Nielsen measures the gross ad spend in more than 1,300 individual channels / titles in 10
media types:
 Television
-Spot and billboards
 Radio
-Spot
 Internet
- Display (desktop, tablet, smartphone)
- Video (desktop, tablet, smartphone)
 Consumer magazines
 Newspapers
- National and local
 Consumer magazines
 Trade magazines
 Out of home
 Cinema
 Door drops
 Direct mail
The ad spend calculation is based on rate card. Discounts or special price agreements
are not taken into account to ensure a fair comparison of the media pressure between
brands and media. The ad spend data is updated twice a week.

Dutch Media Landschap 2017 Q2 update by Starcom

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Dutch Media Landschap 2017 Q2 update by Starcom