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Overview January – December 2015
MEDIA INVESTMENTS
Media investments for January-December 2015 compared to January-December 2014 are increasing (+1,3%) thanks to the positive evolutions of the last three months (+5% October, +7% November and +2% December).
« Culture, Tourism, Leisure & Sports » is the sector where money is the most invested. Followed by « Retail », « Food », « Services » & « Transport ».
Executive Summary
Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015.
Top 3 advertisers
Top 3 brands
Overview
2014
2015
+1,3%
Jan-Dec
Source : Nielsen, Gross Investments, Adstat, 2014 & 2015.
-5% -6% +5% -5% -5% +5% +3% +13% -2% +5% +7% +2%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2014 274.699.579 258.076.823 329.002.892 324.290.456 340.828.768 305.453.242 217.443.914 198.798.761 386.044.766 388.651.371 365.766.113 377.253.867
2015 261.145.671 242.194.835 344.838.432 309.228.530 323.855.680 320.478.104 224.697.732 224.887.919 380.119.358 407.233.213 391.590.700 386.045.315
0
50.000.000
100.000.000
150.000.000
200.000.000
250.000.000
300.000.000
350.000.000
400.000.000
450.000.000
Media Mix
Top 3 in 2015 ?
• Television (41%), Daily Press (21%) and Radio (13%).
Evolutions in % points ?
• Increase for TV (+2,8%) & OOH (+0,1%)
• at the expense of Internet (-0,9%), Free Sheets (-0,6%), Dailies (-0,6%),
Radio (-0,4%), Magazines (-0,4%) and Cinema (-0,02%).
Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015.
22% 21%
7% 6%
3% 2%
39% 41%
14% 13%
1% 1%9% 9%
6% 5%
YTD 2014 YTD 2015
Internet
Outdoor
Cinema
Radio
TV
Free Sheets
Magazines
Daily Press
-6% global decrease in 2015 vs 2014 but stability of the
TV & Dailies have the biggest share of investments. investments• Increase of investments for TV (+8%) & Outdoor (+2).
• Heavy decrease of investments for Free sheet (-18%) & Internet (-13%).
TV & Dailies are still the most invested media
Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015.
Media YTD 2014 YTD 2015 2015 vs 2014
TV 1.450.342.360 1.577.617.330 +9%
Daily Press 824.951.078 814.592.732 -1%
Radio 523.926.482 513.823.168 -2%
Outdoor 324.642.141 330.925.030 +2%
Magazines 256.520.573 244.581.565 -5%
Internet 237.341.342 206.855.601 -13%
Free Sheets 110.753.422 90.462.590 -18%
Cinema 37.833.155 37.457.471 -1%
Grand Total 3.766.310.552 3.816.315.487 +1%
SeasonalityIn December 2015 vs 2014, all media are down
except Internet (+51%), Outdoor (+35%) and
Free Sheets (+3%).
Source : Nielsen, Gross Investments, Media evolution in %, Adstat, JAN-DEC 2014 & 2015.
-60%
-40%
-20%
0%
20%
40%
60%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Daily Press
Magazines
Free Sheets
TV
Radio
Cinema
Outdoor
Internet
Grand Total
Top 10 economic groups
+7% +10%-1%-3% -2% +23%+12%+4% -8%
• Top 3 : Culture, Retail & Food.
• Increase for HO-Care (+23%), HO-Equipment (+12%), Beauty-Hygiene (+10%) and Food (+7%).
• Important decrease for Services (-8%).
Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015.
Culture,Tourism,Leisure &
Sports
Retail Food Services TransportBeauty -Hygiene
TelecomHome - Office
EquipmentHome - Office
CareHealth -
Wellbeing
YTD 2014 974.054.207 637.042.582 458.973.148 448.287.514 386.344.826 226.954.370 203.440.696 153.497.140 75.193.986 85.060.498
YTD 2015 947.719.327 665.584.372 493.229.681 412.386.387 381.644.293 248.635.629 199.465.151 172.267.201 92.255.619 88.237.872
0
200.000.000
400.000.000
600.000.000
800.000.000
1.000.000.000
1.200.000.000
+4%
Top 10 advertisers
-6% global decrease in 2015 vs 2014 but stability of the mediamix.
TV & Dailies have the biggest share of investments. All media suffered decreasing
investments
• Procter&Gamble at the top 10 !
• Positive trend for Procter&Gamble (+25%), D’Ieteren Auto (+15%), Colruyt (+13%), Mediahuis (+13%),
Reckitt&Benckiser (+13%), De Persgroep (+12%) and Unilever (+6%).
• Proximus (-2%) and Coca-Cola (-1%) decreased their investments over that period.
Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015.
Proximus and Belgacom investments were cumulated.
Mediahuis, Concentra & Corelio were cumulated.
Reckitt & Benckiser Homecare & Healthcare were cumulated.
+13% -1%-2%+25% +13% +12%+13%+6% +15%
PROCTER &GAMBLE
UNILEVER BERECKITT &BENCKISER
D'IETEREN AUTO PROXIMUS COCA-COLA BE MEDIAHUIS COLRUYT DE PERSGROEP CARREFOUR
YTD 2014 73.827.693 74.807.558 61.882.604 57.802.701 66.698.966 61.184.259 49.955.274 35.959.238 31.422.403 33.739.547
YTD 2015 92.234.904 79.527.604 69.681.391 66.447.938 65.268.619 60.365.397 56.323.850 40.611.182 35.218.971 34.905.161
0
10.000.000
20.000.000
30.000.000
40.000.000
50.000.000
60.000.000
70.000.000
80.000.000
90.000.000
100.000.000
+3%
Top 10 brands
-6% global decrease in 2015 vs 2014 but stability of the mediamix.
TV & Dailies have the biggest share of investments. All media suffered decreasing investments
• Proximus leading the top 10 !
• Positive trend for Coca-Cola (+27%), Delhaize (+21%), Colruyt (+12%), Telenet (+10%) and VW (+9%).
• Negative trend for Mercedes-Benz (-12%) and Voo (-8%).
Source : Nielsen, Gross Investments, Adstat, JAN-DEC 2014 & 2015.
+10% +2%+27%-1% -8% -12% +12%
PROXIMUS COLRUYT TELENET MOBISTAR COCA-COLA LIDL VOO VW DELHAIZEMERCEDES -
BENZ
YTD 2014 63.256.869 30.368.888 30.493.982 34.895.879 20.692.368 25.407.094 27.981.735 23.084.107 20.259.521 26.504.926
YTD 2015 62.906.652 34.151.685 33.574.754 33.213.746 26.329.377 26.041.227 25.650.660 25.225.468 24.592.876 23.378.333
0
10.000.000
20.000.000
30.000.000
40.000.000
50.000.000
60.000.000
70.000.000
-5% +21%+9%
THANK YOUAny questions ? [email protected]
