1. Overview January – May 2015
MEDIA INVESTMENTS

2. -3% decrease of media investments for January-May 2015
compared to January-May 2014.
Culture, Tourism, Leisure & Sports is the sector where money is
the most invested. Followed by Retail, Food & Transport.
Executive Summary
Source : Nielsen, Gross Investments, Adstat, JAN-MAY 2014 & 2015.
Top 3 advertisers
Top 3 brands

3. 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 260,826,935 241,966,006 342,827,576 307,090,456 321,935,301
Overview
2014
2015
Jan-May -3%
Source : Nielsen, Gross Investments, Adstat, 2014 & 2015.
+4% -6%-5% -6% -5%

4. Media Mix
• Slight increase for TV (+3%) at the expense of Dailies & Free Sheets.
Source : Nielsen, Gross Investments, Adstat, JAN-MAY 2014 & 2015.
22% 20%
7% 7%
3%
2%
38% 41%
14% 14%
1% 1%
8% 9%
6% 6%
YTD 2014 YTD 2015
Internet
Outdoor
Cinema
Radio
TV
Free Sheets
Magazines
Daily Press

5.  -6% global decrease in 2015 vs 2014 but stability of the
 TV & Dailies have the biggest share of investments. investments
-3%
• Heavy decrease of investments for Free sheet (-24%) & Cinema (-16%).
• Only increase of investments for Outdoor (+4%) & TV (+3%).
TV & Dailies are still the most invested media
Source : Nielsen, Gross Investments, Adstat, JAN-MAY 2014 & 2015.
Media YTD 2014 YTD 2015 2015 vs 2014
TV 582.467.375 600.499.723 +3%
Daily Press 337.647.408 303.897.670 -10%
Radio 214.383.732 203.190.349 -5%
Outdoor 128.083.103 133.434.512 +4%
Magazines 108.126.181 100.065.439 -7%
Internet 91.781.952 83.488.215 -9%
Free Sheets 50.413.283 38.314.028 -24%
Cinema 13.995.485 11.756.338 -16%
Grand Total 1.526.898.518 1.474.646.274 -3%

6. Seasonality
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
Jan Feb Mar Apr May
Daily Press Magazines Free Sheets TV Radio Cinema Outdoor Internet
 -6% global
decrease in 2015
vs 2014 but
stability of TV &
Dailies have the
biggest share of
investments. All
media suffered
decreasing
investments
• Cinema investments
are growing
overtime. This is due
to the upcoming
blockbusters season.
• Daily Press is
significantly dropping
after March.
Source : Nielsen, Gross Investments, Media evolution in %, Adstat, JAN-MAY 2014 & 2015.

7. Top 10 sectors
-2% +7%-14%-4% +8% -3% +5%-20%-3% +5%
• Noticeable increase for Home-Office Equipment (+8%), Beauty Hygiene (+7%), Transport (+5%) &
Home-Office Car (+5%).
• Important decrease for Telecom (-20%) and Services (-14%).
Source : Nielsen, Gross Investments, Adstat, JAN-MAY 2014 & 2015.
Culture, Tourism,
Leisure & Sports
Retail Food Transport Services Beauty - Hygiene
Home - Office
Equipment
Telecom
Health -
Wellbeing
Home - Office
Care
YTD 2014 382,714,970 255,556,239 185,022,444 163,164,705 189,768,490 85,658,546 68,644,832 78,502,065 37,410,090 34,135,642
YTD 2015 368,372,994 247,006,637 180,443,503 171,544,338 162,642,954 91,553,623 74,423,065 62,896,215 36,243,440 35,952,745
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

8. 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
+7% -11%+23%+11% -9% +4% +5%X 1,6+13% +4%
• Reckitt Benckiser at the top with +11% more invested than last year.
• Really positive trend for Colruyt (x1,6), Mediahuis (+23%), D’Ieteren (+13%), Reckitt Benckiser (+11%),
Unilever (+7%), Renault (+5%), Procter Gamble (+4%) & De Persgroep (+4%).
• Proximus (-11%) and Coca-Cola (-9%) decreased their investments over that period.
Source : Nielsen, Gross Investments, Adstat, JAN-MAY 2014 & 2015.
Proximus and Belgacom investments were cumulated.
Mediahuis, Concentra & Corelio were cumulated.
Reckitt & Benckiser Homecare & Healthcare were cumulated.
RECKITT &
BENCKISER
D'IETEREN
AUTO
UNILEVER
BELGIUM
FOODS & HPC
PROCTER &
GAMBLE
BENELUX
MEDIAHUIS PROXIMUS
COCA-COLA
BELGIUM-
LUXEMBOURG
COLRUYT
DE PERSGROEP
PUBLISHING
RENAULT
BELGIQUE
LUXEMBOURG
YTD 2014 30,375,501 28,124,554 29,145,943 27,965,633 17,555,071 23,342,627 22,115,830 9,210,297 13,704,291 13,051,666
YTD 2015 33,696,554 31,754,591 31,212,397 29,112,334 21,607,588 20,851,418 20,063,035 14,466,155 14,234,294 13,669,777
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000

9. 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
0% +4%-28%X 1,4x -15% +23% -4%-4%+10% 0%
• Colruyt is leading the top 10 with x1,4 invested compared to 2014. Only the 14th brand in 2014.
• Also increasing their investments : Opel (+23%), Proximus (+10%) and ING (+4%).
• Negative trend for Mobistar (-28%), Lidl (-15%), Ford (-4%) and Coca-Cola (-4%).
Source : Nielsen, Gross Investments, Adstat, JAN-MAY 2014 & 2015.
COLRUYT PROXIMUS VW RENAULT MOBISTAR ING BANQUE LIDL FORD OPEL COCA-COLA
YTD 2014 8,770,719 11,383,250 11,238,555 11,068,417 15,377,496 8,980,621 10,493,599 9,335,652 7,157,036 8,741,332
YTD 2015 12,546,804 12,538,700 11,281,977 11,093,278 11,008,479 9,326,870 8,930,459 8,917,571 8,791,625 8,393,516
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000

10. THANK YOU
Any questions ? 2MVDC.belgium@havasmedia.com