Keep track of the latest media investments, the top advertisers and brands with our monthly invest review !

1. Overview January – November 2015
MEDIA INVESTMENTS

2. Media investments for January-November 2015 compared to January-November 2014
are increasing (+1,1%) thanks to the positive evolutions of the last two months
(+5% October & +7% November).
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-NOV 2014 & 2015.
Top 3 advertisers
Top 3 brands

3. Overview
2014
2015
+1,1%
Jan-Nov
Source : Nielsen, Gross Investments, Adstat, 2014 & 2015.
-5% -6% +5% -5% -5% +5% +3% +13% -2%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2014 274.699.57 258.076.82 329.002.89 324.290.45 340.828.76 305.453.24 217.443.91 198.798.76 386.044.76 388.651.37 365.766.11 377.253.86
2015 261.117.60 242.132.46 345.302.01 309.165.85 323.855.68 320.478.10 224.697.73 224.269.43 379.500.32 406.633.46 390.546.01
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
+5% +7%

4. Media Mix
Top 3 in 2015 ?
• Television (41%), Daily Press (21%) and Radio (13%).
Evolutions in % points ?
• Increase for TV (+2,8%) & OOH (+0,4%)
• at the expense of Internet (-0,8%), Dailies (-0,7%), Free Sheets (-0,6%),
Radio (-0,5%) and Magazines (-0,5%).
Source : Nielsen, Gross Investments, Adstat, JAN-NOV 2014 & 2015.
22% 21%
7% 6%
3% 2%
38% 41%
14% 13%
1% 1%
9% 9%
6% 5%
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
• Increase of investments for TV (+8%) & Outdoor (+5%).
• Heavy decrease of investments for Free sheet (-20%) & Internet (-12%).
TV & Dailies are still the most invested media
Source : Nielsen, Gross Investments, Adstat, JAN-NOV 2014 & 2015.
Media YTD 2014 YTD 2015 2015 vs 2014
TV 1.296.778.192 1.406.621.397 +8%
Daily Press 747.551.458 732.655.815 -2%
Radio 474.166.779 461.100.856 -3%
Outdoor 290.006.216 305.524.944 +5%
Magazines 232.948.185 219.817.521 -6%
Internet 212.486.116 187.789.387 -12%
Free Sheets 102.330.699 82.297.718 -20%
Cinema 32.789.039 31.891.067 -3%
Grand Total 3.389.056.685 3.427.698.706 +1%

6. Seasonality
In November 2015
vs 2014, all media
are up except
Cinema (-29%),
Outdoor (-18%),
Daily press (-10%)
and TV (-10%).
Source : Nielsen, Gross Investments, Media evolution in %, Adstat, JAN-NOV 2014 & 2015.
-60%
-40%
-20%
0%
20%
40%
60%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Daily Press
Magazines
Free Sheets
TV
Radio
Cinema
Outdoor
Internet
Grand Total

7. Top 10 economic groups
+6% +9%0%-3% -1% +24% 0%+14%+5% -9%
• Top 3 : Culture, Retail & Food.
• Noticeable increase for Home-Office Care (+24%) & Home-Office Equipment (+14%).
• Important decrease for Services (-9%).
Source : Nielsen, Gross Investments, Adstat, JAN-NOV 2014 & 2015.
Culture, Tourism,
Leisure & Sports
Retail Food Services Transport Beauty - Hygiene Telecom
Home - Office
Equipment
Home - Office
Care
Health -
Wellbeing
YTD 2014 876.661.740 563.105.053 416.114.051 405.816.710 358.041.290 201.893.644 176.910.921 138.917.006 71.733.885 75.604.610
YTD 2015 849.401.913 589.088.877 442.807.933 370.264.312 357.080.101 219.549.723 175.231.922 157.856.845 88.846.708 75.368.533
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
900.000.000
1.000.000.000

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
• Procter&Gamble at the top 10 !
• Positive trend for Procter&Gamble (+24%), Reckitt&Benckiser (+16%), Colruyt (+15%), Mediahuis
(+12%), D’Ieteren Auto (+12%), Unilever (+5%) and De Persgroep (+3%).
• Proximus (-3%) decreased their investments over that period.
Source : Nielsen, Gross Investments, Adstat, JAN-NOV 2014 & 2015.
Proximus and Belgacom investments were cumulated.
Mediahuis, Concentra & Corelio were cumulated.
Reckitt & Benckiser Homecare & Healthcare were cumulated.
+16% 0%-3%+24% +12% +3% 0%+15%+5% +12%
PROCTER &
GAMBLE
UNILEVER BE
RECKITT &
BENCKISER
D'IETEREN
AUTO
PROXIMUS
COCA-COLA
BE
MEDIAHUIS COLRUYT
DE
PERSGROEP
MOBISTAR
YTD 2014 69.588.473 69.045.892 56.836.384 54.864.431 59.877.740 56.176.246 44.525.055 30.209.226 29.896.386 29.120.931
YTD 2015 86.089.598 72.298.129 65.961.411 61.376.970 58.348.859 56.098.683 49.868.334 34.890.160 30.895.255 29.004.580
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

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
• Proximus leading the top 10 !
• Positive trend for Coca-Cola (+38%), Colruyt (+18%), VW (+12%) and Mobistar (+6%).
• Negative trend for Proximus (-19%) and Mercedes-Benz (-11%).
Source : Nielsen, Gross Investments, Adstat, JAN-NOV 2014 & 2015.
+6% +12%+38%-19% -1% -2% -1%-11%+18% +2%
PROXIMUS COLRUYT MOBISTAR TELENET COCA-COLA VW VOO
MERCEDES -
BENZ
LIDL RENAULT
YTD 2014 46.573.860 25.083.570 27.045.253 24.773.295 17.566.585 21.300.686 23.902.452 24.912.465 21.161.062 19.951.781
YTD 2015 37.852.136 29.515.590 28.598.717 25.275.239 24.177.002 23.885.661 23.585.779 22.191.166 20.769.007 19.810.272
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
45.000.000
50.000.000

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