2016

INSIGHT REPORT

SNPTV GUIDE BROADCASTING ENVIRONMENT

DIGITAL TERRESTRIAL TELEVISION (DTT) CHANNELS

national channels available 30 to DTT viewers of which:

11 HD

24 free channels

6 pay channels.

Source: CSA, CNC, DGMIC, A.C.C.e.S, SNPTV –Guide des chaînes numériques 2016 - *Excluding local services 2 TV 2016: INSIGHT REPORT and channels distributed exclusively outside mainland France. BROADCASTING ENVIRONMENT

FREE DTT CHANNELS (as of 31 December 2015)

Channels Media group TF1 Groupe TF1 FRANCE 2 Groupe France Télévisions FRANCE 3 Groupe France Télévisions FRANCE 5 Groupe France Télévisions M6 Groupe M6 ARTE Arte France D8 Groupe Canal + W9 Groupe M6 TMC Groupe TF1 NT1 Groupe TF1 NRJ 12 Groupe NRJ LCP LCP AN/PUBLIC SÉNAT FRANCE 4 Groupe France Télévisions BFM TV Groupe NEXTRADIOTV I>TÉLÉ Groupe Canal + D17 Groupe Canal + GULLI Groupe Lagardère FRANCE Ô Groupe France Télévisions HD1 Groupe TF1 L'ÉQUIPE 21 Groupe Amaury 6TER Groupe M6 NUMÉRO 23 Société Diversité TV France RMC DÉCOUVERTE Groupe NEXTRADIOTV CHÉRIE 25 Groupe NRJ

Source : CSA, CNC, DGMIC, A.C.C.e.S, SNPTV TV 2016: INSIGHT REPORT Guide des chaînes numériques. 3 BROADCASTING ENVIRONMENT

DTT PAY CHANNELS (as of 31 December 2015)

Channels Media group CANAL + Groupe Canal + CANAL + CINÉMA Groupe Canal + CANAL + SPORT Groupe Canal + EUROSPORT FRANCE* Groupe TF1 LCI Groupe TF1 PARIS PREMIÈRE Groupe M6 PLANÈTE Groupe Canal +

New national channels licensed or declared to the CSA in 2015 In 2015, the CSA signed six agreements with new channels and six new services benefited from the declaratory scheme**.

Licensed channels Declared channels 2 RIVES TV COOKING TV EUROSPORT FRANCE FITNESS TV MCS MAISON GOSSIP TV RT FRANCE PRETTY TV STAD’AFRIQUE OUÏ FM LA TÉLÉ SUD 1ère MEE TV

Source: CSA, CNC, DGMIC, A.C.C.e.S, SNPTV - Guide des chaînes numériques - *21 January 2015, the CSA (Conseil Supérieur de l’Audiovisuel - French audiovisual regulatory body), withdrew authorisation to broadcast this channel on digital terrestrial networks. ** Pursuant to Article 33-1 II of the Law of 30 September 1986 (Amended), television services distributed by a network not using TV 2016: INSIGHT REPORT frequencies assigned by the CSA and with an annual budget 4 of less than €150,000 are subject only to prior declaration. BROADCASTING ENVIRONMENT

LIVE, DELAYED BROADCAST OR PLAYBACK TV CONTENT

40.3% of households have a hard disk decoder

71.1% of TV-equipped households have multiplatform access

More than out of 55.9 53.1 4 10 households have ADSL/Fibre TV reception

43.0 40.7 41.5 40.3 39.3 34.0

23.4 22.4

excl. excl. 9.2 28.5 26.4 7.9

Terrestrial/ ADSL/Fibre Satellite Cable/Fibre Digital DTT exclusive aerial reception TV reception decoder (including with hard disk exclusively) 2014 2015 Source: Médiamétrie -Home Devices - Q4 2014 vs Q4 2015. Copyright Médiamétrie. TV 2016: INSIGHT REPORT 5 BROADCASTING ENVIRONMENT

TV PROGRAMME OFFERING IN 2015

57 % of TV offering composed of drama, magazine programmes and documentaries.

FILM 4% 5% MISCELLANEOUS

10% ADVERTISING

YOUTH PROGRAMMES DRAMA 8% 24%

2% SPORT

GAMES 4%

16% ENTERTAINMENT 8% DOCUMENTARIES

2% TV NEWS 17% MAGAZINES

Source: Médiamétrie – Médiamat - Period: 29/12/2014 to 03/01/2016 - Sample: Individuals 4-and-up / Channel scope: TF1, France 2, France 3, Canal+ uncoded, France 5, M6 & Arte DTT channels 2005 & 2012: D8, W9, TMC, NT1, TV 2016: INSIGHT REPORT NRJ12, France 4, D17, Gulli, France Ô, HD1, 6Ter, 6 Numéro 23 & RMC Découverte. BROADCASTING ENVIRONMENT

PROGRAMMES WATCHED BY GENRE

24.3 % of TV offering is drama (established national channels and DTT channels included).

ESTABLISHED NATIONAL CHANNELS 22% DRAMA

33.7% OTHERS DTT CHANNELS

% 30.8% 32.7 DRAMA OTHERS 12% GAMES

14.3% 18% TV NEWS MAGAZINES

9.1% 15.3% FILM MAGAZINES 12.1% DOCUMENTARIES REALITY TELEVISION

Source: Médiamétrie – Médiamat - Period: 29/12/2014 to 03/01/2016 - Sample: Individuals 4-and-up / Channel scope: TF1, France 2, France 3, Canal+ uncoded, France 5, M6 & Arte DTT channels 2005 & 2012: D8, W9, TMC, NT1, NRJ12, France 4, D17, Gulli, France Ô, HD1, 6Ter, Numéro 23 & RMC Découverte. TV 2016: INSIGHT REPORT 7 BROADCASTING ENVIRONMENT

TV OFFERING AND CONSUMPTION BY PROGRAMME GENRE ON NATIONAL CHANNELS

10.3 % share of advertising in TV consumption in 2015.

2015 - TV offering and consumption by programme genre

TV consumption: TV offering consolidated audience DRAMA 24.3 24.5 MAGAZINES 16.7 17.2 DOCUMENTARIES 15.7 8.7 ADVERTISING 9.7 10.3 YOUTH PROGRAMMES 8.0 3.1 ENTERTAINMENT 7.6 3.9 MISCELLANEOUS 5.6 3.3 FILMS 3.8 5.4 GAMES 4.6 9.8 TV NEWS 2.4 10.6 SPORT 1.6 3.2

Source: Médiamétrie – Médiamat - Period: 29/12/2014 to 03/01/2016 - Sample: Individuals 4-and-up / Channel scope: TF1, France 2, France 3, Canal+ uncoded, France 5, M6 & Arte TV 2016: INSIGHT REPORT DTT channels 2005 & 2012: D8, W9, TMC, NT1, NRJ12, France 4, 8 D17, Gulli, France Ô, HD1, 6Ter, Numéro 23 & RMC Découverte. AUDIOVISUAL PRACTICES

78.8 % of the population watches TV daily.

Daily cumulative audience as % of overall French population

85% 80% 75% 70% TV TOTAL 65% 78.8% 60% 55% 50% 45% 40% 35% 30% 25% FIXED-LINE INTERNET 20% 41.0% / 2H05 15% 10% OF WHICH VIDEO 5% 16.8% / 0H33 4H40 0% 0 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300 Viewing time by consumer

Source: Médiamétrie - France overall data recalculated based on data from Panel Médiamétrie Médiamat and TV 2016: INSIGHT REPORT Médiamétrie//NetRatings - March 2015. 9 AUDIOVISUAL PRACTICES

TV: POWERFUL MEDIA FOCUS ON 15-24 DEMOGRAPHIC

53% of 15-24 demographic watch TV daily.

Daily cumulative audience as % of overall French population 85% 80% 75% REMINDER OF TV 70% TOTAL OVERALL 65% 78.8% POPULATION 60% 55% 50% 45% 53.0% TV TOTAL 40% 35% 30% FOCUS 25% ON 15-24 FIXED-LINE INTERNET DEMOGRAPHIC 20% 35.5% / 2H21 15% 10% OF WHICH VIDEO 5% 19% / 0H50 2H56 4H40 0% 0 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300 Viewing time by consumer

Source: Médiamétrie - France overall data recalculated TV 2016: INSIGHT REPORT based on data from Panel Médiamétrie Médiamat 10 and Médiamétrie//NetRatings - March 2015. AUDIOVISUAL PRACTICES

TV/INTERNET CONSUMPTION TIME

4h40

2h56

2H21 2H05

0h50 0h33

4-AND-UP 15-24 4-AND-UP 15-24 4-AND-UP 15-24 TELEVISON FIXED-LINE INTERNET OF WHICH VIDEO

Source: Médiamétrie - France overall data recalculated based on data from Panel Médiamétrie Médiamat TV 2016: INSIGHT REPORT and Médiamétrie//NetRatings - March 2015. 11 MEDIA PERCEPTION WORLD

TV: TOP SPARE TIME ACTIVITIES

TV is in the Top 3, all generations combined, as preferred spare time activity.

37% 27% Listen to music 21% 19%

27% 20% Read 24% 29% 42% 23% 31% Watch TV 38% 42% 40% 19% 28% Connect with family/friends 30% 28% GENERATION Z 29% 15-20 12% MILLENNIALS 28% 21-34 Travel 22% 22% GENERATION X 25% 15-20 BOOMERS 50-64 SILENT GENERATION 65 AND UP

TV 2016: INSIGHT REPORT 12 Source: Global Generational Lifestyles Report, Nielsen, 2015. MEDIA PERCEPTION

TV: MAIN SOURCE OF INFORMATION OF FRENCH POPULATION

54% of French people get their national and international news first by watching television.

Television 54%

Internet 20%

Internet Computer 10% (laptop or PC)

Internet Smartphone 8%

Internet Tablet 2%

Radio 18%

Print press 7%

No answer 1%

Source: TNS Sofres / La Croix - Q: “In general, what is your first source of national or international news?” - January 2016. TV 2016: INSIGHT REPORT Sample: French people aged 18 years-and-up (n=1061). 13 MEDIA PERCEPTION

of French people watch news 59% on general interest channels, as their first and second choice, to learn more about certain news items.

of French people watch the television 38% news on general-interest channels first to learn more about certain news items.

General-interest channels 38 21 59

24-hour news channels 24 20 44

Radio 10 15 25

Print press websites or mobile apps 8 7 15

National headlines of daily newspapers 8 9 17

Magazines 3 5 8

Specialist blogs 2 2 4 TV channel or radio station websites or mobile apps 1 3 4 Free newspapers 1 3 4

Social media 1 2 3

Other websites 3 3 6

No answer 1

Source: TNS Sofres / La Croix - Q: Source: “In general, what source of information do you use most often to learn more about certain TV 2016: INSIGHT REPORT national or international news items?” - January 2016. Sample: 14 French people aged 18 years-and-up (n=1061). MEDIA PERCEPTION

OPINION OF MEDIA NEWS REPORTS

50% of French people think TV is credible.

Events happened as/almost as reported on the radio/television/Internet or in the newspaper. RADIO NEWSPAPER TV INTERNET

80% 53 54 57 57 58 60 57 58 54 58 63 55 48 48 51 49 52 55 49 51 49 55 58 51 70% 45 44 48 46 48 48 46 48 48 50 57 50

60%

50%

40% 23 24 30 31

30%

34 35 35 37 35 37 39 31 20% JANUARY-05 JANUARY-06 JANUARY-08 JANUARY-09 JANUARY-10 JANUARY-11 JANUARY-12 JANUARY-13 JANUARY-14 JANUARY-15 JANUARY-16 FEBRUARY -07

Source: TNS Sofres / La Croix - % Events happened as/almost as reported on the radio/television/Internet or in the newspaper - TV 2016: INSIGHT REPORT January 2016. Sample: French people aged 18 years-and-up (n=1061) 15 MEDIA PERCEPTION FOCUS - WORLD CUP 2015 TV: PREFERRED MEDIA TO WATCH FIFA WORLD CUP

of Europeans regularly watched % the 2014 FIFA World Cup 69 on television.

SOCIAL MEDIA 47.6% 21.1% 15.4% 10.7% 5

SPORTS RELATED WEBSITES 42.8% 20.7% 18.1% 12.6% 6

GENERAL WEBSITES 38.8% 23.0% 19.7% 13.1% 5

NEWSPAPER 33.6% 26.5% 19.7% 16.9% 3

RADIO 42.4% 27.7% 15.3% 10.7% 4

TELEVISION 14.6% 16.3% 25.6% 26.8% 16.7%

NEVER EVERY DAY OR ALMOST EVERY DAY LESS OFTEN SEVERAL TIMES PER DAY SEVERAL TIMES PER WEEK

TV 2016: INSIGHT REPORT Source: IOSC – Toluna – Essec- Sep 2015 - 16 Scope: 10 countries. MEDIA PERCEPTION FOCUS - WORLD CUP 2015

81.2% of people in Germany watched the World Cup on television several times a week or more.

UK 14% 14% 23.9% 28.1% 20% NETHERLANDS 12.5% 13.3% 25.4% 32.6% 16.1% SPAIN 10.2% 13.8% 29.4% 30.9% 15.7% SWEDEN 20.8% 20.9% 23.8% 20.4% 14.1% ROMANIA 10.7% 19.7% 25.3% 23.4% 20.8% POLAND 10% 17,8% 29.5% 27% 15.7% ITALY 9.4% 15.4% 27% 28.9% 19.4% FRANCE 19.6% 18.1% 27.4% 22.3% 12.6% GERMANY 9.4% 15.4% 27% 28.9% 19.4% DENMARK 35.7% 21.2% 19.5% 13.3% 10.3%

EVERY DAY OR ALMOST SEVERAL TIMES NEVER LESS OFTEN SEVERAL TIMES PER WEEK EVERY DAY PER DAY

Source: IOSC – Toluna – Essec- Sep 2015 - TV 2016: INSIGHT REPORT Scope: 10 countries. 17 MEDIA PERCEPTION

TV: PREFERRED MEDIA OF SPORTS FANS Mean score attitude towards sports on TV Mean score attitude towards sports on TV

3.5 3.1 3.5 3.5 3.5

s 3.4

n 3.4 a e m

l 3.3 a n i 3.3 3.4 g r a

m 3.2 d e

t 3.2 3.1 im a t s E 3.1 3.1 3.0

SE DK NL DE FR RO UK ES PL IT The countries where peopleCount rarey most likely to watch sports on television are Italy, Poland, Spain, the United Kingdom and Romania.

Televised sporting events help raise awareness of the usefulness of sport. Europeans who watch sport on television are more likely to agree that it is useful to take part in a sporting activity. Usefulness score SE DK NL DE FR RO UK ES PL IT Total 3.9 4.0 4.1 4.2 4.0 4.4 3.8 4.3 4.3 4.4 4.1 Average score for usefulness of practicing a sporting activity in these ten countries is 4.1.

TV 2016: INSIGHT REPORT Source: IOSC – Toluna – Essec- Sep 2015 18 Scope: 10 countries. MEDIA PERCEPTION

GLOBAL VIEWERS CONTINUE TO WATCH SPORT ON TV

12.2 million people in France watched the France vs New Zealand World Cup Quarter Final, record audience 2015, all genres and channels combined.

14.9 million viewers THAILAND: • 14.9 million viewers - South East Asia Cup Final (AFF Suzuki Cup) against Malaysia on Channel 7 (69.5% audience share). • Women’s volleyball: China vs Thailand match: 8.7 million viewers in Thailand (43.4% audience share) 16 July 2015 on Channel 7. MALAYSIA and PORTUGAL, respectively 79% and 82% of sport watched on television was football / 87% in TURKEY. 33% REPUBLIC OF IRELAND: Irish sports account for 33% of sport broadcast on television and 48% of consumption.

TV 2016: INSIGHT REPORT 19 MEDIA PERCEPTION

22.6 million people in USA USA – JAPAN: Women’s Football World Cup Final: 22.6 million people in the USA (23.6% of audience share) on Fox and 3.7 million Japanese people in Kanto region on Fuji TV (38.7% audience share).

115 million viewers USA: SUPER BOWL: The most watched sporting event of the year (1 February 2015): 115 million viewers on NBC (73.9% audience share) and Canada on CTV.

85% market share PHILIPPINES : Pacquiao/Mayweather boxing match (3 May 2015): 8.9 million people in the Philippines with over 85% audience share (broadcast simultaneously on four channels).

79.1% market share SWEDEN: Vasalopp cross-country ski race and in Sweden (9 March 2015): 1.8 million viewers and an audience share of 79.1% on SVT1.

TV 2016: INSIGHT REPORT 20 Source: Yearly Sport Fact 2015 - Eurodata TV Médiamétrie. MEDIA PERCEPTION

TV: POPULAR WITH CHILDREN

90% of children watch television daily.

92% 2% 6% Girls 4-6

82% 8% 10% Boys 4-6

88% 8% 3% Girls 7-10 1% 91% 8% Boys 7-10 1% 89% 9% 3% Girls 11-14

91% 3% 5% Boys 11-14 1%

Daily or almost Once a month Once a week Less often or never

Source: Kids & Teens’ Mirror© - April 2015 - Copyright TV 2016: INSIGHT REPORT Junior City – Sample: 500 children, 4-14 demographic. 21 TVAUDIENCE AUDIENCE TV

TV AUDIENCE IN EUROPE

4.22 hours 4.15 hours 3.59 3.54 3.43 hours hours 3.41 3.44 3.40 hours hours hours hours

3.04 3.03 hours hours

GERMANY BELGIUM SPAIN FRANCE ITALY (NATIONAL)

2014 2015

22 TV 2016: INSIGHT REPORT TVAUDIENCE AUDIENCE TV

3.42 hours 3.36 3.20 hours hours 3.10 hours

2.33 2.34 hours hours 2.14 2.11 hours hours

NETHERLANDS UK SWEDEN SWITZERLAND (NATIONAL)

2014 2015

Source: Eurodata TV Wordwide – 2015 vs 2014 – Audience TV 2016: INSIGHT REPORT watching a television set. 23 TVAUDIENCE AUDIENCE TV

TV: MAIN MEDIA CONTACT 15.6 contacts In 2015, French people had on average 15.6 contacts with television on an average day.

15.6 TELEVISION 16.3

9.0 RADIO 8.9

5.4 INTERNET 5.5

3.1 PRINT PRESS 3.2

GAME/ 1.6 MONDAY TO SUNDAY CUMULATIVE 2015 VIDEO GAME 1.5 MONDAY TO SUNDAY CUMULATIVE 2014

MOBILE 5.2 PHONE 5.2

1.2 VIDEO 1.0

2.4 MUSIC 2.4

TV 2016: INSIGHT REPORT Source: Media In Life - Sample Monday to Sunday, 24 cumulative 2015. Sample: individuals 13-and-up TVAUDIENCE AUDIENCE TV

TV: 2015 KEY FIGURES

45.2 million viewers watch TV daily on a television set.

25.6M

9.20 pm 45.2M

PEAK TIME: DAILY NUMBER OF TV VIEWERS TV VIEWERS

3.44 4.41 hours hours

DAILY VIEWING TIME DAILY VIEWING TIME PER INDIVIDUAL PER TV VIEWER

Source: Médiamétrie – Médiamat – Consolidated audience TV 2016: INSIGHT REPORT in 2015 – Sample: individuals 4-and-up. 25 TVAUDIENCE AUDIENCE TV

EVOLUTION OF TV AUDIENCES BETWEEN 1989 AND 2015 RECAP 44 minutes more daily TV viewing time over 26 years.

3.00 2.57 3.09 3.24 3.25 3.41 3.44 hours hours hours hours hours hours hours

1989 1994 1999 2004 2009 2014 2015

Source: Médiamétrie – Médiamat – Consolidated audience in 2015 – Sample: individuals 4-and-up / 1989: 6-and-up / since 2011: Consolidated audience with delayed broadcast / since 29/09/14: Consolidated audience with delayed TV 2016: INSIGHT REPORT broadcast and playback. Individual viewing time on TV screen 26 in hours, minutes. TVAUDIENCE AUDIENCE TV

AVERAGE DAILY AUDIENCE IN A TYPICAL WEEK

Average audience 50,0 at 1.15pm is: 23.3 % MONDAY 22.2 % TUESDAY 23.9 % WEDNESDAY 40,0 21.9 % THURSDAY 22.4 % FRIDAY 25.9 % SATURDAY 26.1 % SUNDAY Average audience 30,0 at 8am is: 7.1 % MONDAY 7.2 % TUESDAY 7.2 % WEDNESDAY 20,0 7.1 % THURSDAY 7.1 % FRIDAY 6.3 % SATURDAY 5.2 % SUNDAY

10,0

0,0

1.00 -1.15 PM 2.00 -2.15 PM 8.00 -8.15 AM 9.00 -9.15 AM 3.00 - 3.15 AM 4.00 - 4.15 AM 5.00 - 5.15 AM 6.00 - 6.15 AM 7.00 - 7.15 AM 10.00 -10.15 AM 11.00 -11.15 AM 12.00 -12.15 AM

TV 2016: INSIGHT REPORT 27 TVAUDIENCE AUDIENCE TV

Average audience at 9.15pm is: 46.8 % MONDAY 45.4 % TUESDAY 44.0 % WEDNESDAY 42.9 % THURSDAY 42.6 % FRIDAY 39.5 % SATURDAY 50,0 44.9 % SUNDAY

40,0

30,0

20,0

10,0 MONDAY - FRIDAY SATURDAY SUNDAY 0,0

3.00 - 3.15 PM 4.00 - 4.15 PM 5.00 - 5.15 PM 6.00 - 6.15 PM 8.00 - 8.15 PM 9.00 - 9.15 PM 0.00 - 0.15 PM 1.00 - 1.15 AM 2.00 - 2.15 AM 7.00 - 7.15 PM5 10.00 - 10.15 PM 11.00 - 11.15 PM

TV 2016: INSIGHT REPORT Source: Médiamétrie – Médiamat –Year 2015 - 28 Sample: individuals 4-and-up TVAUDIENCE AUDIENCE TV

TELEVISION VIEWING QUALITY

120%

100%

80%

60%

TELEVISION TOTAL TV EXCLUSIVE 40% TV EXCLUSIVE WITHOUT NON-MEDIA ACTIVITY

20%

0% 1.00 PM 2.00 PM 5.00 AM 6.00 AM 7.00 AM 8.00 AM 9.00 AM 10.00 AM 11.00 AM 12.00 AM

Source: Médiamétrie – Media In life – Sample: Monday TV 2016: INSIGHT REPORT to Sunday, cumulative 2015. Sample: individuals 13-and-up. 29 TVAUDIENCE AUDIENCE TV

Between 9.15pm and 9.30pm, 58% of people 13-and-up have contact with television, of which 82% do not take part in other media or multimedia activity; 83% have maximum viewing quality since exclusive of all other activities, including non-media activities.

120%

100%

80%

58.0% 60%

40%

20%

0% 3.00 PM 4.00 PM 5.00 PM 6.00 PM 7.00 PM 8.00 PM 9.00 PM 10.00 PM 11.00 PM 00.00 PM

30 TV 2016: INSIGHT REPORT ADVERTISING MARKET

3 KEY FIGURES: “NET” ADVERTISING REVENUES

Over the first three quarters of 2015, media advertising revenues (established + advertising mail + unaddressed mail, excluding Internet and mobile) were down 2.9% to €6.118 million.

Over the same period in 2014, revenues were down 4% (€6.299 million). The one percentage point differential reported in the first half of 2015 therefore continued in the first three quarters of 2015.

On a comparable basis, the trend observed by the French institute of advertising research and studies (IREP) continued. Market remains stable in each quarter (negative trend): Down 2.9% in first quarter (first quarter, advertising revenues excluding Internet and mobile / Q1 2015 vs Q1 2014) Down 3% in first half (first half, advertising revenues excluding Internet and mobile / First half 2015 vs First half 2014) Down 2.9% in first nine months of year (first three quarters, January to September, advertising revenues excluding Internet and mobile / 3Q 2015 vs 3Q 2014).

TV 2016: INSIGHT REPORT Source IREP. 31 ADVERTISING MARKET

FIRST THREE QUARTERS 3Q 2015 vs 3Q 2014 (JANUARY TO SEPTEMBER) Advertising revenues excluding Internet and mobile

-2.9%

-3%

FIRST HALF 3Q 2015 vs 3Q 2014 (JANUARY TO SEPTEMBER) Advertising revenues excluding Internet and mobile

-2.9%

FIRST QUARTER (JANUARY TO SEPTEMBER) Advertising revenues 3Q 2015 vs 3Q 2014 excluding Internet and mobile

32 TV 2016: INSIGHT REPORT ADVERTISING MARKET

“NET” ADVERTISING REVENUES: FIRST THREE QUARTERS 2015 VS FIRST THREE QUARTERS 2014

MEDIA ADVERTISING REVENUES FIRST THREE FIRST THREE NET VALUE QUARTERS 2014 QUARTERS 2015 in millions of euros in millions of euros Television 2 157 2 185 classic spaces 2 040 2 080 sponsorship spaces 117 106

Cinema 52 53

Radio 393 386 national advertising

National dailies 145 127 commercial advertising 123 107 small ads 22 20 Regional dailies 553 524 commercial advertising 374 351 small ads 179 174 Regional weekly press 81 76 commercial advertising 48 45 small ads 33 31

TV 2016: INSIGHT REPORT Source : IREP / France Pub 33 ADVERTISING MARKET

Magazines 631 580 commercial advertising Free press 226 200

Press total 1636 1507

Outdoor advertising 798 791 of which digital 49 61 outdoor 282 251 transport 189 201 urban furniture 295 301 shopping 31 38

Advertising mail* 820 761

Unaddressed mail* 444 436

ESTABLISHED MEDIA TOTAL 5 036 4 921

ADVERTISING MAIL + 6 299 6 118 UNADDRESSED MAIL

* This indicator only takes into account distribution revenues 34 TV 2016: INSIGHT REPORT and does not include production and consulting. CROSS-MEDIA ADVERTISING MARKET

CROSS-MEDIA ADVERTISING MARKET - ADVERTISING FIGURES AND TRENDS IN NET VALUE

€9.3 billion net (down 0.6%) invested by advertisers in 2015 all media combined.

NB:

METHODOLOGICAL NOTE AdTrends combines raw data from Kantar Media with net data from France Pub. The raw/ net conversion is performed monthly based on modelling that takes into account France Pub key conversion data calculated per media and per advertiser grouping. Media scope: Press excluding trade press; television excluding sponsorship; outdoor advertising only in large-format segments; urban furniture and transport; Internet (display and search); radio and cinema. These initial trends were identified based on the results from first 11 months of the year and an estimate for December 2015.

TV 2016: INSIGHT REPORT Source: Kantar Media - AdTrends. 35 CROSS-MEDIA ADVERTISING MARKET

NUMBER OF ADVERTISERS ACTIVE IN 2015 45.537 advertisers active in 2015 (up 0.9% on 2014).

Q1 +2.4%

Q2 -0.7%

Q3 -0.5%

Q4 -1.8%

TV 2016: INSIGHT REPORT Source: Kantar Media – Année de Pub 2015 36 Cross-media (excluding Search). CROSS-MEDIA ADVERTISING MARKET

TOP 10 CROSS-MEDIA SECTORS IN SHARE OF VOICE 14% distribution advertiser share of voice.

DISTRIBUTION 14%

AUTOMOTIVE 9%

FOOD 9%

CULTURE & LEISURE 8%

HYGIENE & BEAUTY 8%

BANKING & INSURANCE 7%

TRAVEL & TOURISM 7%

TELECOMMUNICATIONS 5%

FASHION 5%

SERVICES 5%

TV 2016: INSIGHT REPORT Source: Kantar Media - AdTrends. 37 ADVERTISING MARKET - TTV

PUB TREND IN GROSS ADVERTISING PRESSURE BETWEEN 2009 AND 2015 – TVT €11 billion gross invested by advertisers in 2015 in TV advertising.

€ 11 billion € 10.5 billion

€ 9.6 billion

€ 9.0 billion € 8.6 billion € 8.1 billion

€ 7.0 billion

2009 2010 2011 2012 2013 2014 2015

ADVERTISING PRESSURE INDICATOR Kantar Media’s advertising intelligence is a means of calculating advertising pressure in France, for all media and all products, by sector, advertiser and brand. These results are made available to advertising professionals to monitor advertising market developments. Advertising pressure valuation is based on data from conditions of sale documents (excluding discounts, bulk rates, and negotiations) and expressed in gross value.

TV 2016: INSIGHT REPORT 38 Source : Kantar Media - Current cross-media. ADVERTISING MARKET - TTV

PUB MONTHLY GROSS ADVERTISING PRESSURE 2014 VS 2015 – TVT

JANUARY € 806.7 M € 715.9 M

FEBRUARY € 769.4 M € 719.3 M

MARCH € 915.7 M € 843 M

APRIL € 932.8 M € 860.4 M

€ 932.5 M MAY € 897.2 M

JUNE € 1 029.8 M € 947.8 M

JULY € 610.6 M € 624.3 M

AUGUST € 577.1 M € 552.8 M

SEPTEMBER € 1 111.6 M € 1 057.2 M

OCTOBER € 1 121.3 M € 1 109.6 M

NOVEMBER € 1 129.6 M € 1 166.3 M

DÉCEMBER € 1 088.2 M € 1 045.2 M YEAR 2015 YEAR 2014 Source: Kantar Media - TV total excluding sponsorship and unvalued channels - at list price, before discounts TV 2016: INSIGHT REPORT and bulk rates 39 ADVERTISING MARKET - TTV

PUB EVOLUTION OF THE NUMBER OF ADVERTISERS AND PRODUCTS IN TELEVISION BETWEEN 2009 AND 2015 - TVT 2.068 is the number of advertisers who have invested in television. They advertised 5,903 products and services in 2015.

2015 2068 5 903

2014 2 014 6 027

1 902 2013 6 191

1 748 2012 6 233

1 799 2011 6 578

1 715 2010 6 766

1 547 2009 6 358

NUMBER OF ADVERTISERS NUMBER OF PRODUCTS

TV 2016: INSIGHT REPORT Source: Kantar Media - TV total excluding sponsorship and 40 unvalued channels - at list price, before discounts and bulk rates. ADVERTISING MARKET - TTV

PUB TREND IN LENGTH AND NUMBER OF TELEVISION ADVERTISING SPOTS

TOTAL LENGTH IN SECONDS 141 019 049 146 739 932 119 866 132 113 464 264 113 479 747 109 714 149 95 417 798

2009 2010 2011 2012 2013 2014 2015

7 015 172 NUMBER OF SPOTS 6 662 473 5 624 221 5 369 634 5 316 411 5 189 855 4 608 552

2009 2010 2011 2012 2013 2014 2015

AVERAGE TIME PER SPOT IN SECONDS 21.3 21.3 21.2 21.1 21.1 20.9 20.7

2009 2010 2011 2012 2013 2014 2015

Source: Kantar Media - TV total excluding sponsorship and TV 2016: INSIGHT REPORT unvalued channels - at list price, before discounts and bulk rates 41 ADVERTISING MARKET - TTV

PUB TREND IN NUMBER OF PRODUCTS ADVERTISED ON TELEVISION AND AVERAGE BUDGET INVESTED BETWEEN 2009 AND 2015 – TVT €1.9 million gross is the average budget invested per product in 2015.

€ 1.9 M 2015 5 903

€ 1.7 M 2014 6 027

€ 1.6 M 2013 6 191

€ 1.4 M 2012 6 233

€ 1.3 M 2011 6 578

€ 1.2 M 2010 6 766

€ 1.1 M 2009 6 358

GROSS AVERAGE BUDGET PER PRODUCT NUMBER OF PRODUCTS

TV 2016: INSIGHT REPORT Source: Kantar Media - TV total excluding sponsorship and 42 unvalued channels - at list price, before discounts and bulk rates ADVERTISING MARKET - TTV

PUB TREND IN GROSS ADVERTISING PRESSURE BY SECTOR – TVT €1 986.6 million gross invested by advertisers from food sector in 2015.

€ 1 986.6 M FOOD € 1 813.2 M € 1 421.2 M HYGIENE & BEAUTY € 1 475.8 M AUTOMOTIVE TRANSPORT € 1 075.7 M € 1 044.2 M DISTRIBUTION € 992.1 M € 820.0 M FINANCE & INSURANCE € 770.0 M € 770.7 M TELECOMMUNICATIONS € 655.2 M € 729.5 M TRAVEL & TOURISM € 629.1 M € 546.7 M CULTURE & LEISURE € 584.1 M € 563.8 M € 448.0 M HEALTH € 382.7 M 2015 € 394.6 M 2014 PUBLISHING € 455.0 M

NB: Food, first of three sectors authorised for TV in 1968, remains the leading advertising sector in 2015.

Source: Kantar Media - TV total excluding sponsorship and TV 2016: INSIGHT REPORT unvalued channels - at list price, before discounts and bulk rates 43 ADVERTISING MARKET - TTV

PUB TOP 10 TV ADVERTISERS ADVERTISING PRESSURE IN GROSS VALUE

UNILEVER € 244.9 M € 247.0 M

PROCTER & GAMBLE € 203.6 M € 210.5 M

MC DONALDS € 171.6 M € 176.1 M

FERRERO € 168.9 M € 141.5 M

NESTLÉ € 160.1 M € 156.2 M

LASCAD € 158.7 M € 183.4 M

€ 139.7 M RECKITT BENCKISER € 125.2 M

€ 139.1 M PEUGEOT AUTOMOBILES € 148.4 M

€ 134.8 M RENAULT AUTOMOBILES € 135.3 M

€ 111.7 M L‘ORÉAL PARIS € 143.3 M

2015 2014 Source: Kantar Media - TV total excluding sponsorship TV 2016: INSIGHT REPORT and unvalued channels - at list price, before discounts 44 and bulk rates. ADVERTISING MARKET - TTV

PUB TOP 10 SECTORS IN TV SPONSORSHIP 2015 996 advertisers communicated via TV sponsorship in 2015 (vs 886 in 2014).

€ 899.8 M TV SPONSORSHIP TOTAL € 857.3 M

FOOD € 137.8 M € 118.6 M

€ 128.2 M FINANCE & INSURANCE € 129.5 M

€ 114.2 M DISTRIBUTION € 99.2 M

€ 81,2 M TRAVEL & TOURISM € 61 M

€ 47.9 M SERVICES € 36.3 M

€ 47.3 M AUTOMOTIVE TRANSPORT € 31.8 M € 44.8 M CULTURE & LEISURE € 46.2 M

€ 43.2 M MEDIA INFORMATION € 49.3 M

€ 36.9 M TELECOMMUNICATIONS € 54.3 M

PROPERTY € 33.5 M € 13.5 M 2015 2014

TV 2016: INSIGHT REPORT Source : Kantar Media. 45 ADVERTISING MARKET - TTV

PUB TOP 20 OF THE NEW ANNOUNCERS TV ON 2015 788 new announcers on tv in 2015.

BOOKING COM € 20.4 M BRASSERIES KRONENBOURG € 13.4 M AMAZON € 11,6 M MACHINE ZONE € 11.2 M AIR FRANCE € 10.8 M PAGES JAUNES € 9.7 M LASTMINUTE € 9.0 M MONABANQ. € 8.1 M YVES ROCHER € 7.8 M ORCHESTRA KAZIBAO € 7.8 M SE FAIRE AIDER € 6.6 M INTEL CORPORATION € 6.2 M LOKEO € 6.0 M LAVAZZA € 5.9 M FAGOR BRANDT € 5.8 M L’OLIVIER ASSURANCES € 5.8 M CALZEDONIA € 5.7 M AIRBNB € 5.6 M HTC TÉLÉPHONIE € 5.4 M DELTA DORÉ ÉLECTRONIQUE € 5.1 M

Source: Kantar Media - TV total excluding sponsorship TV 2016: INSIGHT REPORT and unvalued channels - at list price, before discounts 46 and bulk rates. ADVERTISING MARKET - TTV

PURE PLAYER ADVERTISERS ON TV €480.2 million gross is the amount invested in television by 20 pure player advertisers in 2015.

€ 34.9 M VISTAPRINT € 33.7 M € 32.3 M KAYAK EURO € 36.7 M € 31.5 M TRIVAGO € 36.7 M € 30.9 M TRIPADVISOR € 15.9 M € 29.7 M COURTANET (LESFURETS.COM) € 20.8 M € 29.7 M ILIUS (MEETIC) € 31.9 M € 28.9 M SUPERCELL OY € 16.7 M € 26.8 M KING COM € 40.3 M € 23.7 M ING DIRECT € 24.4 M € 22.9 M MOVITEX SA DAXON (BALSAMIK) € 27.2 M € 22.9 M NETFLIX € 22.2 M € 20.4 M CELLFISH MEDIA € 36.1 M

BOOKING COM € 20.4 M € 20.3 M AFFINITAS (E.DARLING-ELITE.RENCONTRE) € 26.3 M € 19.9 M ZALANDO € 19.2 M € 18.7 M EXPEDIA € 13 M € 18.6 M ADMIRAL GROUP PLC (LELYNX.FR) € 9.4 M € 16.4 M BFORBANK € 4.1 M € 15.8 M MONALBUMPHOTO € 12.1 M 2015 € 15.5 M FORTUNEO € 22.4 M 2014

Source: Kantar Media - TV total excluding sponsorship and unvalued channels - at list price, before discounts and bulk rates. TV 2016: INSIGHT REPORT 47 TV EFFECTIVENESS

TV: STILL PREFERRED MEDIA

Among daily online and offline activities, and in a context of growing mobile and tablet use, the share of time spent watching television remains high: 25%.

Breakdown of daily time spent on online devices and offline media (as %) (self-assessment).

FRANCE TOTAL 16-24 25-34 35-44 45-54

78 73 Devices total 64 58 54 36 36 35 34 35 Share of daily 9 8 11 time spent 8 7 on devices 21 33 26 16 (as %) 12

Share of daily 17 time spent 25 19 29 29 on media (as %) 1 1 1 4 9 7 1 2 12 22 16 35 27 Media total 42 47

Radio Magazines/newspapers TV PPC/laptop for leisure Tablet Mobile

Sample: Total (842) | 16 - 24 (167) | 25 - 34 (176) | 35 - 44 (160) | 45 - 54 (146)

Source: TNS Sofres Connected Life 2016 - Sample: 1,000 online interviews with a representative sample of regular French Internet TV 2016: INSIGHT REPORT users (connect to the Internet at least once a week) 48 May/August 2015. TV EFFECTIVENESS

TELEVISION: EVENING PREFERRED MEDIA

The television remains the favourite media in the evening, during dinner or later. Breakdown of daily time spent on online devices and offline media (as %) throughout the day (self-assessment)

1 2 1 3 8 3 4 2 2 7 14 30 19 9 35 2 13 1 6 4 1 11 8 9 36 15 18 35 35 1 30 6 24 2 33 9 13 13 6 33 6 5 6 8 6 3 4 7 9 26 22 25 23 20 24 24 2 21 22 12 In bed, Early Late Lunch Early Late Early Dinner Evening In bed on waking morning morning afternoon afternoon evening before up sleep

Radio Magazines/newspapers TV PC/laptop for leisure Tablet Mobile

Source: TNS Sofres Connected Life 2016 - Sample: 1,000 online interviews with a representative sample of regular French Internet users (connect to the Internet TV 2016: INSIGHT REPORT at least once a week) – May/August 2015. 49 TV EFFECTIVENESS

TELEVISION: LEADING MEDIA FOR ADVERTISING IMPACT

TV is the media most frequently mentioned by French people for all advertising impact questions: brand awareness, attention, retention, incentive, and purchase intention.

TV 57%

INTERNET 32%

MAGAZINE SECTOR 15%

OUTDOOR ADVERTISING 12%

DAILY PRESS 10%

RADIO 8% % CINEMA 57 5% of French people say that TV is the media through which they discover INTERNET ON MOBILE 4% most about products and brands. INTERNET ON TABLET 4%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. TV 2016: INSIGHT REPORT Sample: 914 individuals representative of the French population, 50 15-65 demographic, in terms of socio-demographic criteria. TV EFFECTIVENESS

55% of French people say that television is the media that broadcasts the advertisements that capture their attention the most.

TV 55%

OUTDOOR ADVERTISING 11%

INTERNET 10%

MAGAZINE SECTOR 8%

CINEMA 8%

RADIO 7%

DAILY PRESS 7%

INTERNET ON MOBILE 3%

INTERNET ON TABLET 2%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. Sample: 914 individuals representative of the French population, TV 2016: INSIGHT REPORT 15-65 demographic, in terms of socio-demographic criteria. 51 TV EFFECTIVENESS

56% of French people say that television is the media that broadcasts the adverts they remember more easily.

TV 56%

MAGAZINE SECTOR 10%

INTERNET 9%

ADVERTISING DISPLAY 8%

RADIO 7%

CINEMA 7%

DAILY PRESS 4%

INTERNET ON MOBILE 3%

INTERNET ON TABLET 2%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. TV 2016: INSIGHT REPORT Sample: 914 individuals representative of the French population, 52 15-65 demographic, in terms of socio-demographic criteria. TV EFFECTIVENESS

40% of French people say that television is the media most likely to make them want to know more about products and brands.

TV 40%

INTERNET 21%

MAGAZINE SECTOR 11%

ADVERTISING DISPLAY 9%

RADIO 7%

CINEMA 6%

DAILY PRESS 5%

INTERNET ON MOBILE 3%

INTERNET ON TABLET 2%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. Sample: 914 individuals representative of the French population, TV 2016: INSIGHT REPORT 15-65 demographic, in terms of socio-demographic criteria. 53 TV EFFECTIVENESS

37% des Français estiment que la télévision est le média qui leur donne le plus envie d’acheter.

TV 37%

INTERNET 22%

MAGAZINE SECTOR 10%

ADVERTISING DISPLAY 9%

DAILY PRESS 5%

RADIO 4%

CINEMA 4%

INTERNET ON MOBILE 3%

INTERNET ON TABLET 3%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. TV 2016: INSIGHT REPORT Sample: 914 individuals representative of the French population, 54 15-65 demographic, in terms of socio-demographic criteria. TV EFFECTIVENESS

TV AD: “DRIVE TO WEBSITE”

> 31% of French people remembers seeing a television advertisement suggesting they visit a brand website (web address in advertisement). > 27 % of individuals exposed to an interactive advertisement have already visited a brand or product website after seeing this type of advertisement on television.

Remembers seeing this Already “used” this type of advertisement type of advertisement

TV 31% TV 27%

INTERNET 17% INTERNET 22% INTERNET PRESS 11% 7% ON TABLET ADVERTISING 6% 7% DISPLAY PRESS INTERNET ON 6% INTERNET ON 6% MOBILE MOBILE ADVERTISING INTERNET 5% 5% ON TABLET DISPLAY

RADIO 5% RADIO 4%

CINEMA 4% CINEMA 2%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. Remembers: Sample: Total population, 15-65 demographic (914 individuals). Used: Sample: Remembers seeing at least TV 2016: INSIGHT REPORT one interactive advertisement (573 individuals). 55 TV EFFECTIVENESS

TV AD: “DRIVE TO SOCIAL”

TWITTER > 19 % of French people remember already having seen a television advertisement suggesting they visit a brand’s Twitter account. > 11 % of individuals exposed to an interactive advertisement have already visited a brand’s Twitter account after seeing this type of advertisement on television.

Remembers seeing this Already “used” this type of advertisement type of advertisement

TV 19% INTERNET 12%

INTERNET 18% TV 11%

PRESS 9% PRESS 6% INTERNET 5% INTERNET 6% ON MOBILE ON MOBILE INTERNET 5% INTERNET 5% ON TABLET ON TABLET ADVERTISING DISPLAY 5% RADIO 4%

3% ADVERTISING 4% CINEMA DISPLAY

RADIO 3% CINÉMA 3%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. Remembers: Sample: Total population, 15-65 demographic TV 2016: INSIGHT REPORT (914 individuals). Used: Sample: Remembers seeing at least 56 one interactive advertisement (573 individuals). TV EFFECTIVENESS

FACEBOOK > 24 % of French people remember seeing a television advertisement suggesting they visit a brand’s Facebook page. > 14 % of individuals exposed to an interactive advertisement have already visited a brand’s Facebook page after seeing this type of advertisement on television.

Remembers seeing this Already “used” this type of advertisement type of advertisement

INTERNET 25% INTERNET 21%

TV 24% TV 14%

9% INTERNET 7% PRESS ON TABLET INTERNET 7% INTERNET 7% ON TABLET ON MOBILE INTERNET 7% CINEMA 6% ON MOBILE ADVERTISING CINEMA 7% DISPLAY 5% ADVERTISING DISPLAY 5% RADIO 4%

RADIO 5% PRESS 3%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. Remembers: Sample: Total population, 15-65 demographic (914 individuals). Used: Sample: Remembers seeing at least TV 2016: INSIGHT REPORT one interactive advertisement (573 individuals). 57 TV EFFECTIVENESS

TV AD: “DRIVE TO BONUS”

> 22 % of French people remember having seen a television advertisement suggesting they explore online bonuses. > 15 % of individuals exposed to an interactive advertisement have already explored online bonuses after seeing this type of advertisement on television.

Remembers seeing this Already “used” this type of advertisement type of advertisement

TV 22% INTERNET 16%

INTERNET 14% TV 15%

RADIO 6% RADIO 6%

INTERNET PRESS 5% 6% ON MOBILE INTERNET 4% ADVERTISING 5% ON TABLET DISPLAY CINEMA 4% INTERNET 5% ON TABLET INTERNET 3% 4% ON MOBILE PRESS

ADVERTISING 1% 3% DISPLAY CINEMA

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. Remembers: Sample: Total population, 15-65 demographic TV 2016: INSIGHT REPORT (914 individuals). Used: Sample: Remembers seeing at least 58 one interactive advertisement (573 individuals). TV EFFECTIVENESS

TV AD: “DRIVE TO EXPERIENCE”

> 27% of French people remember seeing a television advertisement suggesting they continue the experience online. > 17 % of individuals exposed to an interactive advertisement have already continued the experience online after seeing this type of advertisement on television.

Remembers seeing this Already “used” this type of advertisement type of advertisement

TV 27% TV 17%

INTERNET 13% INTERNET 15% ADVERTISING ADVERTISING 5% 8% DISPLAY DISPLAY INTERNET 5% INTERNET 5% ON TABLET ON TABLET INTERNET 4% INTERNET 5% ON MOBILE ON MOBILE PRESS 4% PRESS 4%

RADIO 4% CINEMA 4%

CINEMA 3% RADIO 3%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. Remembers: Sample: Total population, 15-65 demographic (914 individuals). Used: Sample: Remembers seeing at least TV 2016: INSIGHT REPORT one interactive advertisement (573 individuals). 59 TV EFFECTIVENESS

TV AD: “DRIVE TO LOAD”

> 20% of French people remember seeing a television advertisement suggesting they download a brand’s app. > 14% of individuals exposed to an interactive advertisement have already downloaded a brand’s app after seeing this type of advertisement on television.

Remembers seeing this Already “used” this type of advertisement type of advertisement

INTERNET 22% INTERNET 18%

TV 20% TV 14%

INTERNET INTERNET ON MOBILE 9% ON MOBILE 8%

INTERNET 8% INTERNET 7% ON TABLET ON TABLET

8% ADVERTISING 4% PRESS DISPLAY ADVERTISING DISPLAY 4% RADIO 3%

RADIO 3% CINEMA 3%

CINEMA 3% PRESS 3%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. Remembers: Sample: Total population, 15-65 demographic (914 individuals). Used: Sample: Remembers seeing at least 60 TV 2016: INSIGHT REPORT one interactive advertisement (573 individuals). TV EFFECTIVENESS

TV AD: “DRIVE TO QR”

> 17% of French people remember seeing a television advertisement with a QR code to access additional content. > 12% of individuals exposed to an interactive advertisement have already accessed additional content via a QR code after seeing this type of advertisement on television.

Remembers seeing this Already “used” this type of advertisement type of advertisement

TV 17% INTERNET 13%

PRESS 16% TV 12%

INTERNET INTERNET 12% ON MOBILE 10%

ADVERTISING 9% INTERNET 7% DISPLAY ON TABLET

INTERNET 6% 7% ON MOBILE PRESS ADVERTISING INTERNET 5% 7% ON TABLET DISPLAY

CINEMA 2% CINEMA 3%

RADIO 2% RADIO 1%

Source: DENTSU AEGIS NORTH / Data2Decisions – May 2015. Remembers: Sample: Total population, 15-65 demographic (914 individuals). Used: Sample: Remembers seeing at least TV 2016: INSIGHT REPORT one interactive advertisement (573 individuals). 61 TV EFFECTIVENESS

TV AD: POPULAR WITH CHILDREN

80% 8 out of 10 children aged 7 to 14 say they prefer watching advertisements on TV.

TV 80%

CINEMA 7%

COMPUTER / INTERNET 4%

ADVERTISING DISPLAY 2%

INTERNET 2% ON TABLET MAGAZINE 2% INTERNET 2% ON MOBILE RADIO 1%

DAILY PRESS <1%

TV 2016: INSIGHT REPORT Source: Kids & Teens’ Mirror© - April 2015 - Copyright Junior 62 City – Sample: 400 children, 7-14 demographic. TV EFFECTIVENESS

TV AD: BOOSTS SALES

59% of TV campaigns have PUB an immediate impact on sales volumes. +24% additional sales on average over short-term.

Purchasing volume on brand in TV ad

UNEXPOSED HOUSEHOLDS EXPOSED HOUSEHOLDS

UP % UP % 5 30 NET IMPACT EXPOSED VS UNEXPOSED

1,70 1,41 124

1,34 1,31

PRESSION PROMO PRESSION PROMO +10% +10%

BEFORE CAMPAIGN DURING + AFTER CAMPAIGN

Source: MarketingScan - Findings based on observations TV 2016: INSIGHT REPORT of Single Source TV-Purchases - Sample: 820 cases. 63 TV EFFECTIVENESS

TV AD: BOOSTS SALES

PUB

+29% higher impact on volumes for challenger brands compared with 18% higher for leading brands.

+32% higher impact for new products.

TV 2016: INSIGHT REPORT Source: MarketingScan - Findings based on observations 64 of Single Source TV-Purchases - Sample: 820 cases. TV EFFECTIVENESS

TV AD AND PROMOTION: AN EFFECTIVE COMBINATION

70% of TV campaigns have an impact on sales when there is a synergy with higher promotional activity. This was the case for 65% of campaigns with higher promotion at the end of 2012.

INCREASE IN PROMOTIONAL PRESSURE CASES AVERAGE DURING CAMPAIGN

58% 70%

at the end of 2015

55% 65%

at the end of 2012

% OF EFFECTIVE CAMPAIGNS

Source: MarketingScan - Findings based on observations TV 2016: INSIGHT REPORT of Single Source TV-Purchases - Sample: 820 cases. 65 TV EFFECTIVENESS

TV AD: RECRUITS AND BUILDS LOYALTY 3/4 For three quarters of effective campaigns, the recruitment lever is activated. (Quantity Bought/Number of Buyers)

RISE IN QB/NB ONLY 25%

37%

RISE IN NUMBER OF BUYERS AND QB/NB 38%

RISE IN NUMBER OF BUYERS ONLY

TV 2016: INSIGHT REPORT Source: MarketingScan - Findings based on observations 66 of Single Source TV-Purchases - Sample: 820 cases. TV EFFECTIVENESS

Illustration

TV EFFICIENCY FOR SALES

VOLUME IMPACT QUANTITY BOUGHT PER 100 HOUSEHOLDS IN VOLUME = 124

CONSUMER LEVERS WORKED

EFFECT ON SIZE OF CLIENTELE IMPACT ON QUANTITIES BOUGHT PER HOUSEHOLD 126 QB/NB = 99

IMPACT OF TV CAMPAIGN VIA SHARP RISE IN PENETRATION RATE

UP 17%

OF PURE RECRUITMENT FOR THE BRAND THANKS TO TV

% 33% 50

UNEXPOSED EXPOSED HOUSEHOLDS HOUSEHOLDS

BUYERS OF BRAND ONE YEAR BEFORE NON-BUYERS OF BRAND ONE YEAR BEFORE

Source: MarketingScan - Findings based on observations TV 2016: INSIGHT REPORT of Single Source TV-Purchases - Sample: 820 cases. 67 TV EFFECTIVENESS

TV AD: BOOSTS POSITIVE BRAND DYNAMIC In 70% of cases, TV advertising boosts the positive brand dynamic. And in 30% of cases, TV advertising prevents drop in volumes.

34% “REVERSE TREND” DEFENSIVE AND OFFENSIVE COMBINED EFFECT 30%

DEFENSIVE EFFECT

36% OFFENSIVE EFFECT

OFFENSIVE = EXPOSED PURCHASES & UNEXPOSED PURCHASES REVERSE TREND = EXPOSED PURCHASES & UNEXPOSED PURCHASES DEFENSIVE = EXPOSED PURCHASES & UNEXPOSED PURCHASES

TV 2016: INSIGHT REPORT Source: MarketingScan - Findings based on observations 68 of Single Source TV-Purchases - Sample: 820 cases. TV EFFECTIVENESS

Illustration

OFFENSIVE EFFECT REVERSE TREND

UP30%

EXPOSED UP 13% EXPOSED UP 4% VS UNEXPOSED VS UNEXPOSED NET IMPACT -9% NET IMPACT

125 124

1.34 1.39 1.31 1.70 1.9 1.54 1.95 2.2

UNEXPOSED EXPOSED UNEXPOSED EXPOSED PURCHASE HOUSEHOLDS HOUSEHOLDS HOUSEHOLDS HOUSEHOLDS VOLUME ON BRAND IN TV AD BEFORE CAMPAIGN DURING + AFTER CAMPAIGN

Source: MarketingScan - Findings based on observations TV 2016: INSIGHT REPORT of Single Source TV-Purchases - Sample: 820 cases. 69 TV EFFECTIVENESS

TV AD: MASS MEDIA CAPABLE OF TARGETING

PUB

TV can target right consumers: an exposure profile in line with brand and market buyers.

28 25 26 25 23 31 46

21 20 20 18 20 21 22 23 24 22 23 25 22

16 22 19 20 20 19 17 10 12 12 14 11 10 6 8 MARKET BRAND UNEXPOSED EXPOSED LITTLE AVERAGE STRONG BUYERS BUYERS EXPOSURE EXPOSURE EXPOSURE

UNDER 30 30-39 40-49 50-59 60-AND-UP

TV 2016: INSIGHT REPORT Source: MarketingScan - Findings based on observations 70 of Single Source TV-Purchases - Sample: 820 cases. TV EFFECTIVENESS

TV AD: EFFECTIVE FROM 90 GRP

Weekly pressure level is one of the keys of TV effectiveness. From 90 GRP more than two campaigns in three have an immediate impact on sales.

60% 67% 64%

40% 33% 36%

LESS 90 GRP/ACTIVE 90-120 GRP/ACTIVE 120 GRP/ACTIVE WEEKS WEEKS WEEKS AND OVER

WITH IMMEDIATE IMPACT ON VOLUMES WITHOUT IMMEDIATE IMPACT ON VOLUMES

Source: MarketingScan - Findings based on observations TV 2016: INSIGHT REPORT of Single Source TV-Purchases - Sample: 820 cases. 71 4 core missions promotes TV advertising, including by supporting its members in general interest campaigns, studies TV advertising and its ongoing effectiveness for advertisers, media buying consulting firms and communications agencies, monitors developments in TV advertising, particularly global, represents its members and establish a dialogue with representative bodies for advertising players.

1, quai du Point du Jour F-92656 Boulogne Cedex France Tél. : + 33 (0)1 41 41 43 22 Fax : + 33 (0)1 41 41 43 30 www.snptv.org contact : [email protected]