Overview January – September 2015

MEDIA INVESTMENTS

Media investments for January-September 2015 compared to January-September 2014 are balanced (-0,2%) thanks to the positive evolutions of the last three months (+5% June, +3% July & +13% August).

Culture, Tourism, Leisure & Sports is the sector where money is the mostinvested. Followed by Retail, Food, Transport & Services.

Executive Summary

Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.

Top 3 advertisers

Top 3 brands

Overview

2014

2015

-0,2%

Jan-Sep

Source : Nielsen, Gross Investments, Adstat, 2014 & 2015.

-5% -6% +5% -5% -5% +5% +3% +13%

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 261.117.603 242.132.463 345.302.017 309.165.855 323.938.433 320.478.104 224.697.732 224.269.439 379.487.260

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

-2%

Media Mix

Evolutions in % points ?

• Increase for TV (+3,0%) & OOH (+0,3%)

• at the expense of Dailies (-1,0%), Internet (-0,8%), Radio (-0,5%),

Free Sheets (-0,5%), Magazines (-0,4%) & Cinema (-0,1%).

Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.

22% 21%

7% 6%

3% 3%

37% 40%

14% 14%

1% 1%9% 9%

6% 6%

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

-0,2%

• Heavy decrease of investments for Free sheet (-18%) & Internet (-13%).

• Increase of investments for TV (+8%) & Outdoor (+4%).

TV & Dailies are still the most invested media

Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.

Media YTD 2014 YTD 2015 2015 vs 2014

TV 982.107.579 1.059.889.018 +8%

Daily Press 590.932.602 562.912.004 -5%

Radio 370.597.972 355.722.506 -4%

Outdoor 237.626.931 246.000.530 +4%

Magazines 180.839.346 170.981.341 -5%

Internet 166.835.233 144.945.409 -13%

Free Sheets 80.172.542 65.982.948 -18%

Cinema 25.526.995 24.155.149 -5%

Grand Total 2.634.639.201 2.630.588.906 -0%

Seasonality

-6% global decrease

in 2015 vs 2014 but

stability of TV &

Dailies have the

biggest share of

investments. All

media suffered

decreasing

investments

• In September 2015 vs

2014, all media are

down except TV and

Cinema.

• Internet, Outdoor,

Radio & TV are growing

during the summer.

Source : Nielsen, Gross Investments, Media evolution in %, Adstat, JAN-SEP 2014 & 2015.

-60%

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

Jan Feb Mar Apr May Jun Jul Aug Sep

Daily Press

Magazines

Free Sheets

TV

Radio

Cinema

Outdoor

Internet

Grand Total

Top 10 economic groups

+7% +7%-10%-4% -6% +18% -2% +15%+3% -3%

• Top 3 : Culture, Retail & Food.

• Noticeable increase for Home-Office Care (+18%) & Home-Office Equipment (+15%).

• Important decrease for Services (-10%).

Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.

Culture, Tourism,Leisure & Sports

Retail Food Transport Services Beauty - Hygiene TelecomHome - Office

EquipmentHome - Office

CareHealth -

Wellbeing

YTD 2014 675.400.605 431.395.071 327.089.071 294.320.498 311.660.186 160.632.931 133.499.647 102.790.597 61.782.669 59.906.985

YTD 2015 647.275.536 444.433.545 348.930.367 285.199.881 279.976.002 172.443.651 126.036.797 117.726.786 72.787.443 58.837.476

0

100.000.000

200.000.000

300.000.000

400.000.000

500.000.000

600.000.000

700.000.000

800.000.000

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 with +26% more invested than last year.

• Positive trend for Colruyt (+30%), Procter&Gamble (+26%), Mediahuis (+10%), Reckitt&Benckiser

(+9%), Unilever (+8%), De Persgroep (+3%) & Daimler Benz (+1%).

• Coca-Cola (-5%), Proximus (-3%) & D’Ieteren Auto (-3%) decreased their investments over that period.

Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.

Proximus and Belgacom investments were cumulated.

Mediahuis, Concentra & Corelio were cumulated.

Reckitt & Benckiser Homecare & Healthcare were cumulated.

+9% -3%-3%+26% +10% +3% +1% +30%+8% -5%

PROCTER &GAMBLE

UNILEVER BERECKITT &BENCKISER

COCA-COLA BED'IETEREN

AUTOPROXIMUS MEDIAHUIS COLRUYT DE PERSGROEP DAIMLER BENZ

YTD 2014 54.058.935 52.992.913 49.702.991 51.332.574 48.607.557 43.102.253 33.926.469 20.340.568 22.849.068 21.456.924

YTD 2015 68.153.116 57.402.933 54.382.382 48.860.404 47.117.781 41.692.692 37.391.735 26.432.345 23.461.943 21.639.336

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

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

• Colruyt leading the top 10 with +30% invested compared to 2014.

• Also increasing their investments : Delhaize (+83%) & Coca-Cola (+24%).

• Negative trend for Proximus (-26%), Voo (-13%), VW (-11%), Mercedes-Benz (-11%) & Renault (-6%).

Source : Nielsen, Gross Investments, Adstat, JAN-SEP 2014 & 2015.

+24% -11%+1%+30% -13% +83% -6% -11%-26% +1%

COLRUYT PROXIMUS COCA-COLA MOBISTAR TELENET VW VOOMERCEDES -

BENZDELHAIZE RENAULT

YTD 2014 18.474.787 31.915.227 16.971.705 20.366.656 18.686.514 20.234.454 20.285.588 19.047.068 9.257.116 17.759.341

YTD 2015 24.098.909 23.695.401 21.018.661 20.475.921 18.850.512 17.917.371 17.560.566 16.983.756 16.897.083 16.641.692

0

5.000.000

10.000.000

15.000.000

20.000.000

25.000.000

30.000.000

35.000.000

THANK YOUAny questions ? 2MVDC.belgium@havasmedia.com