Media Investments - January-May 2015
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- Media investments decreased 3% in January-May 2015 compared to the same period in 2014. Culture, Tourism, Leisure & Sports received the most investment, followed by Retail, Food & Transport. - TV and daily newspapers received the largest shares of investment. All media saw decreased investments except for outdoor and TV. Reckitt Benckiser and D'Ieteren invested more than in 2014, while Proximus and Coca-Cola decreased investments. - Colruyt significantly increased its branding spending compared to 2014, becoming the top brand despite being only the 14th largest in 2014.
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Media Investments - January-May 2015
- 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