Tv Market Snapshot 2015

TV MARKET SNAPSHOT 2015

NIELSEN AUDIENCE MEASUREMENT TV VIEWING TIME Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2014 and20142015 whole years, whole day, „Total TV”, AVERAGE VIEWING TIME ATV (minutes) 100 150 200 250 300 350 400 50 0 Averageof totalviewing time population wasminutes threethan 2014. in in lower2015 289 TOTAL 4+ TOTAL

286

198 AGE 4

- 17 198

2014 Live+Playback (MINUTES/DAY/PERSON) 2015 241 AGE 18

- 49 234

376 © Nielsen Audience Measurement Nielsen Audience AGE 50+

379

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2015 whole whole 2015 year, whole day, „Total TV”, LIVE PLAYBACKAND TIME VIEWED PERDAY(ATV) 50+ 18 4 TOTAL4+ TARGET Playback Live - 17 - 49

Viewing Viewing of Total individuals spent

: Viewing Viewing of TV broadcasts at the time of transmissionactual TV

content s

recorded and viewed within 1 LIVE ,0 %

376 231 195 283 MINUTES of their totaltheir of time ontime TVviewing Live+Playback

days original of the broadcast time

PLAYBACK 3,1 3, 2,6 3,1

3 MINUTES

- shifted shifted content. © Nielsen Audience Measurement Nielsen Audience

PLAYBACK% 0,8% 1,4% 1,3% 1,0%

Copyright ©2012 The Nielsen Company. Confidential and proprietary. *In 2014 Playback *In Playback 2014 is the part of „Other channels” category. 2014 and20142015 whole year, whole day, Total 4+, CHANNELSHARE OF Shareof general entertainment and 5,0% 3,9% 9,7%

5,3%

4,8% 4,0% 9,1%

2,3% 4,9%

2,7% 2,4%

2,6% 2,5%

2,5%

4,5%

5,2% 25,9% 2014 27,9%

TYPES

18,2% Live+Playback movie 19,8%

2,1% 16,3%

channels channels increasedcomparedto 2014.

16,1% 2015 2,3%

Other channels Other game DVD/video/video channels Music channels Sport channels Documentary channels News children for Channels channels Movie +TV2 Klub RTL channels Public channels Lifestyle entertainment General © Nielsen Audience Measurement Nielsen Audience

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2014 and20142015 whole year, whole day, Total 4+, „Total TV” ADHESION BASED ON (BEST) RECEIVING PLATFORM 100% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% 2014 12,9% 31,2% 26,1% 29,8%

Share of digital cableincreased and furtherIPTV

, 2015 Live 12,0% 27,0% 24,4% 36,6% + Playback

TV ADS Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2015 whole whole 2015 year, whole day, Total 4+, spot measuredall channels VIEWERSHIP OF 6,5 million6,5 million6,9 Daily Daily Reach from from which saw an ad.

was

Averageviewing time. TV of viewing is9% ad time

ADS INADS 2015 f rom rom which Daily Daily viewing time 286 were were ad viewing. 26

csatorna 45 mért 45 minutes

minutes

was

TV a © An individual saw Nielsen Audience Measurement Nielsen Audience ds/day in average 89

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2011 NUMBER OFINSERTIONS PER YEAR Number of insertions has been increasing been has insertions of foryearsNumber las in doubled the and been has 7 000 000 7 000 000 8 000 1 000 000 1 000 000 2 000 000 3 000 000 4 000 000 5 000 000 6 000 - 2015 whole whole 2015years, whole day, spot measuredall channels 0 3 382 3 935 382 channels 2011 37 - 45

4 152 4 046 152 channels 2012 44 - 49

4 460 4 296 460 channels 2013 47

5 358 5 215 358 channels 2014 47

- 49

five years.

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2015 whole whole 2015 year, whole day, all spot measuredchannels AVERAGE SPOT LENGTHSPOT/BREAK AND IN 2015 Averageduration spot seconds average wasand 24,2 wasin a break. 7,7spots of number 31+ sec 31+ 30 sec 25 sec 20 sec 15 sec 10 sec sec 1-5 Total Total ad time: meaning Proportion of duration 1%

6% 7% 45 965

5,25

12% 14%

years Average spot length: hours

24,2 25%

sec 35%

11 or spots

more 6 - / 10 break spots Number of spots inbreak the

/ break 50%

20%

7, Avg 4% 7 .: 1 spot/1 ©

Nielsen Audience Measurement Nielsen Audience break 26%

spots

2 / - break 5

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2015 whole whole 2015 year, whole day, all spot measuredchannels ADVERTISERS ADVERTISEMENTSAND IN 2015 35% of new spots appearedspots newMonday,on of 35% most the times.was advertisedair 22spot 087 on Number of advertisers: number of brands: 1 031 1 578

different spots 5 781 5 290 7 new spots.

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2015 whole whole 2015 year, whole day, all spot measuredchannels SECTORS CLASSESAND IN 2015 228 711 228 836 230 701 262 694 352 785 409 291 422 319 563 287 959 1 010 706 1 010 684 1 818 Top 10sectors on basednumber of insertions

Top3 sectors gave accountedclasses top 10total 56%, forof number.ads 38%TV

csatorna 37 mért 37 Free time Free Services & beverages Drinks Telecommunication Finance products Household care Beauty products Food Commerce products OTC

163 108 163 346 170 430 201 865 213 219 224 171 261 860 316 345 324 894 332 093 422 Top 10classes basedon number of insertions

© Nielsen Audience Measurement Nielsen Audience Cars subscription phone Mobile commerce) e- (mainly trade Other sedatives killers, Pain Hypermarkets loans & Credits trade Food products OTC Other Vitamins flu & forcold OTC

Copyright ©2012 The Nielsen Company. Confidential and proprietary. shops eventsshops are ads. not advertisement. Political areblocks included in ADVERTISEMENT” „POLITICAL also ads in the database.Spot Sponsorship TV or countdown starts on the screenbut air atspot is on a ad time, too. the it is same Post starts title. and channel ends If with id „ADVERTISEMENT” between replaced is ads productwith a it advertisement is too. Whe Definition TV, Sport, Wild, Discovery Documentary Disney HBO Viasat Entertainment Fishing&Hunting Channels Variable Target Daypart Period NOTES Spot Channel Total

Viva 2

, OzoneNetwork

3 :

Sport measured

, TV2, UNIVERSALTV2, VIASAT3, CHANNEL, VIASAT6, SOROZAT+,SPORT1,SPORT2, HOME, SPEKTRUM SPEKTRUM, NICKELODEON, CHANNEL, GEOGRAPHICOzoneNetwork, PARAMOUNT,RTLPRO4, II,RTL KLUB, RTL+, TV,SLAGER M3, M1, M2, DUNA (ATV Total HBO 2014 ; :

: Junior,

Viasat

: Other whole : ATV,

of of Science, networks , AXN, CARTOON AXN, , NETWORK,CBS REALITY, COMEDY DISCOVERYCOOL, CENTRAL, CHANNEL, DISNEY CHANNEL,

. Individuals advertisement Comedy , 01

TV,WORLD, DUNA FILM+2, FOX, FILM FILM MANIA, FEM3, CAFE, F+, SHR , Sport channels

6 :

day C . ; külföldi JimJam 01 ,

channels Movie LifeNetwork % ,

Discovery – Comedy , ( 2 :

, M4 Sport, M4 Sport, MINIMAX ADH , , 2014

Spektrum (status Sport Paramount -

: : 26 ( csatornák,

4 Animal AMC, % Megamax

+) : . h)

12 : :

Klub, Lve 2015 Based on on Based Central

. World, , 31 of

Spektrum AXN, + ,

Playback Planet, and Viasat

: 2015 , Sport

( egyéb , Universe Universal ,

AXN Cool DoQ 2015 Minimax recording .

History, M CBS

, MTV TELEVISION),(MUSIC MUSIC CHANNEL,

azonosítatlan , , Home, . , Black,

; . 01

01 Fem History Other :

)

9 . Reality,

RCH Channel 01 ,

Public 0 3

Viasat rules rules

26 Nickelodeon

, AXN TLC, –

: , FixTV

H!t 2015

ad Channel, 542

: D

White, of of VIVA)

; Travel viewing

Music

Nature 1 , magyar M

Channels

Cases . , the 01 Galaxy

1 Da , .

Spot Spot

M Channel, IDX, , DIGI Channel, Vinci :

;

time

2 2 , Nick csatornák, Sport

PAX

database

Investigation M

for Film, , Learning, 7

3 OTS

) SPORT KLUB,SPORT STORY4 : JR TV,

TV DIGI children Music

; M Film

RTL+, Live 4 News Paprika,

egyéb ,

Sport advertisements advertisements are (spots) TV events that block in a Sport, +,

DIGI

Channel,

: Film : PRO Discovery,

Boomerang képernyőhasználat

ATV, 1

Viasat Animal Galaxy , + Duna 4 DIGI 2 , -

production virtual spot in programa is RTL

Muzsika Filmbox EchoTV MUZSIKA

, Sport Explorer

, STORY5,, Super TV2, TV, National Investigation World, II, ,

Sorozat+, Cartoon Duna ,

2 TV, Film , Euronews

TV, NATGEO WILD, NATIONAL ; DIGI Eurosport

General MTV

Geographic

World Café,

Network, World,

Story Discovery,

(Music

Film

;

entertainmment , (magyar),

4 Life Eurosport ,

Discovery

Story TLC, TV

Mánia, Channel, Television

Disney style LifeNetwork 5 ,

Super 2 PAPRIKA, HírTV

FOX,

Digi

Channel, Channel, Nat Extreme DOQ, DOQ, ),

Sláger

: ,

also HBO,

TV Life, Geo BBC , n n a P + 2 ; ,

About Nielsen Audience Measurement

Nielsen Audience Measurement is the only company in Hungary that is engaged in television audience measurement. The data provided by Nielsen Audience Measurement ensures a "common currency" for the media agencies, advertisers and television channels, based on an independent and transparent measurement system. The independence, professional reliability and credibility of our audience measurement system have been confirmed by various independent audits.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population.

For more information please visit our websites : www.nielsenkozonsegmeres.hu www.nielsen.com

Contact:

Nielsen Közönségmérés Kft. H -1146 Budapest, Hermina út 57-59. Phone: 461-7050, Fax: 461-7051 e-mail: [email protected] internet: www.nielsenkozonsegmeres.hu