TV Market Snapshot 2019 Q2

TV MARKET SNAPSHOT Q2/2019

Nielsen Audience Measurement

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7:00

6:00 6:19 6:10 6:03

5:00 Q2/2017

Q2/2018 4:00 4:25 4:20 4:26 Q2/2019 3:00 3:18 3:20 3:17

ATV(minute) 2:50 2:41 2:00 2:38

1:00

0:00

Total individuals 4+ Age: 4-17 Age: 18-49 Age: 50+

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9 Average daily TV viewing time increased by 6 minutes compared to Q2 2018: it was 3 minutes higher in 4-17 age

201 group, and 3 minutes less in 18-49 age group, while the 50+ age group spent 16 minutes more time on watching TV on an average day.

Total individuals 4+ 4:26

Female 4:47 Male 4:02

Education: Primary or less 4:33 Education: Secondary or industrial 4:38 Education: High 3:42

Age: 4-14 years 2:49 15-29 years 2:16 30-49 years 3:46 50-59 years 5:25 60+ years 6:45

No. of individuals in household: 1 ind. 6:56 2 ind. 5:31 3 ind. 3:41 4 ind. 2:58 5 ind. 3:43

Purchasing Power (PP) A 2:52 PP B 3:34 PP C 4:09

PP D 5:04 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe

PP E 6:55 9

201 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00

TARGET LIVE MINUTE PLAYBACK MINUTE PLAYBACK %

TOTAL 4+ 262 4.1 1.6%

4-17 158 2.8 1.7%

18-49 193 4.3 2.2%

50+ 375 4.3 1.1%

Live: Viewing of TV broadcasts at the actual time of transmission

Playback: Viewing of TV contents recorded and viewed within 7 days of the original broadcast time

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9 Time-shifted content added 1.6% to the average daily TV viewing time in Total 4+, while the

201 18-49 age group’s TSV reached 2.2%.

5,3 Q2/2019 4,7 2,2 General entertainment channels TV series channels* 3,7 4,1 5,1 2,4 Movie channels Lifestyle channels 6,0 6,0 41,2 5,6 42,7 Kids' channels News channels Q2/2018 7,6 8,5 Documentary channels Sports channels

6,0 Music channels Other channels: foreign channels, other Hungarian channels, 6,1 2,8 other TV-screen usage 9,8 7,4 3,1 DVD/video/videogame

10,4 9,3 * General entertainment channels in a separate category, where at least 50% of the broadcasting time

consists of TV series.

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201 41% of the average daily TV viewing time was assigned to the general entertainment group. The ‚TV series channels’ increased their share by 2% comapred to Q2 2018, and represented almost 20% together with movie channels in the 2nd quarter of 2019.

Copyright © Copyright © Nielsen Audience Measurement 6 AVERAGE DAILY REACH AND AVERARE DAILY TV VIEWING TIME PER VIEWER BY CHANNEL TYPE Q2/2019 (1/April – 30/June); Total individuals (4+); Live+Playback data

6 000 000 3:30 3:11

3:00 5 000 000 Average daily reach Average Time Spent

(RCH, ind) (ATS, hour:minute)

Average

2:30 ATS 5 112 509 112 5

4 000 000

reach

(

hour

2:00 time

daily

:min

3 000 000 1:39 spent

RCH RCH (ind) 1:34

1:29

)

1:30

1:18 Average

1:10 1:04

2 000 000

0:49 354 722 2 0:50 1:00

2 307 407 307 2

2 227 706 227 2

1 000 000 724 035 2

0:30

1 531 771 531 1

1 484 412 484 1

1 441 777 441 1

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9 1 004 562 004 1

201 0 0:00 General TV series Lifestyle Movies Kids News Documentary Sports Music entertainment

100% 0,3% 0,2% Religion 10,0% 14,4% 90% Movies 8,6% 4,1% 80% 3,1% 4,7% Arts, science, culture 3,1% 6,2% 9,6% 70% Information 3,8% 4,1% 1,4%

60% 10,2% News (political, economic) 13,0% 50% Sport

40% 29,4% Music 27,3% 30% Non-musical entertainment

20% Non-musical fiction (series, TV-film, etc.) 25,3% 21,3% 10% Other (advertising, promo, etc.) 0%

Broadcast share Reception share

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201 More than half of our average daily TV viewing time was spent on fictions (mostly TV series), and every 5th minute was devoted to other programs – including TV ads and/or promos. Only TV news, movies and entertainment programs had been

Other – 25.3%

Share of broadcast 0,1% 7,6% Movies – 10.0% Insert, technical failure, other 2,4% Promo Other movies 0,3% 10,0% 1,9% Crime/investigation/horror Teleshopping 1,0% 15,1% 1,7% 25,3% Romantic/adventure/western 8,6%

Commercial 5,3% Action, comedy, satire 3,1% 3,1% Non-musical fiction – 29.4% 6,2%

3,8% 0,5% Other fiction* Non-musical entertainment – 10.2% 10,2% 29,4% 9,5% Animations 1,9% Soap opera 4,2% Other entertainment* Other (advertising, promo, etc.) Non-musical fiction (series, TV-film, etc.) Series 0,7%

Quiz show Non-musical entertainment Music 17,4% The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe

*TV-film, theatre broadcasr, literature 9 5,4% Sport News (political, economic) works’ performance, fiction for kids,

201 Reality show Information Arts, science, culture other fiction *Talk-show, cabaret, entertainment magazin, Movies Religion circus-show, entertainment for kids

Other – 21.3% Movies – 14.4% Reception share 0,2% Insert, technical 5,7% failure, other Other movies 0,3% Promo 2,2% 1,0% Crime/investigation/horror 2,3% 0,2% Teleshopping 14,4% 15,0% Romantic/adventure/western 21,3% 8,9% Commercial Action, comedy, satire

4,1%

4,7%

Non-musical fiction – 27.3% 9,6% 0,5%

4,1% 27,3% 4,6% 1,4% Non-musical entertainment – 13.0% 3,4% Other fiction* 13,0% Animations

4,9% Other entertainment* Soap opera Quiz show Other (advertising, promo, etc.) Non-musical fiction (series, TV-film, etc.) 18,8% 3,8% Non-musical entertainment Music

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9 Reality show Sport News (political, economic)

201 4,3% Information Arts, science, culture *TV-film, theatre broadcasr, literature works’ performance, fiction for kids, *Talk-show, cabaret, entertainment magazin, Movies Religion other fiction circus-show, entertainment for kids

Q2/2017 27 557 Average daily number of broadcasted spots: Q2/2018 32 619 39 325 Q2/2019

Q2/2017 9,6 Average number of spots in break: Q2/2018 10,1

Q2/2019 11,4

Q2/2017 6 067 Average daily number of viewers reached by spots: Q2/2018 6 110 thousand ind. Q2/2019 5 891

Q2/2017 29 Average daily spot-viewing time per person (minute): Q2/2018 30 Q2/2019 33

Q2/2017 104

Average daily number of spots viewed by an individual: Q2/2018 112

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9 Q2/2019 132 201

Number of channels in Nielsen’s Spot database: 63 channels in 2017; 68 channels in 2018; 72 channels in 2019 Copyright © Copyright © Nielsen Audience Measurement 11 FMCG TOP CLASSES BY GRP Q2/2018 and Q2/2019; Total 4+; Consolidated

GRP CLASS Q2 2018 Q2 2019 1 BEER 29 278 30 579 2 CARBONATED DRINKS 13 498 20 041 3 CHOCOLATE BAR 10 662 16 686 4 BONBON 4 317 8 784 5 SWEET BISCUIT/WAFFEL 4 603 8 578

6 PERFUME FOR MEN 9 067 8 567 7 PUDDING, SWEET DAIRY PRODUCT 12 627 8 517 8 COFFEE 7 491 8 329 9 TOOTHPASTE 6 323 8 229 10 CHIPS 4 174 6 219 11 WASHING POWDER/ LIQUID DETERGENT 6 926 5 992 12 ICE TEA 4 150 5 902 13 HAIR CARE PRODUCTS 1 231 5 876 14 PAINT/LACQUER 6 008 5 599 15 DISHWASHING LIQUID 5 857 5 186 16 HAIR COLOR 1 423 4 841

17 ICE CREAM 4 336 4 816 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 18

9 CHEWING GUM 2 435 4 773

201 19 FRUIT JUICE 5 724 4 754 20 YOGURT/KEFIR 4 910 4 730

Period : Q2/2017 – Q2/2018 – Q2/2019 (1/April – 30/June) Daypart: total day (02-26h)

AVERAGE DAILY VIEWING TIME PER PERSON Variable: Live+Playback ATV (minute) Channel : Total TV

Target groups : 2017: Total Individuals (Universe: 8 729 160 Cases: 2 532), 4-17 (Universe: 1 212 735 Cases: 335), 18-49 (Universe: 3 929 827 Cases: 1 147), 50+ (Universe: 3 586 598 Cases: 1 049); 2018: Total Individuals (Universe 8 909 923 Cases: 2 585), 4-17 (Universe: 1 265 997 Cases: 348), 18-49 (Universe: 4 018 856 Cases: 1 170), 50+ (Universe: 3 625 070 Cases: 1 068); 2019: Total Individuals (Universe 8 909 923 Cases: 2 596), 4-17 (Universe: 1 265 997 Cases: 354), 18-49 (Universe: 4 018 856 Cases: 1 148), 50+ (Universe: 3 625 070 Cases: 1 094);

2019: Female (Universe : 4 706 466 Cases: 1 415), Male (Universe : 4 205 698 Cases: 1 181), Education: Primary or less (Universe : 3056400 Cases: 888), Education: Secondary or industrial (Universe : 4 270 201 Cases: 1 270), Education: High (Universe : 1 585 563 Cases: 438), Age: 4-14 (Universe : 1 017 829 Cases: 283), Age: 15-29 (Universe : 1 541 090 Cases: 413), Age: 30-49 (Universe : 2 731 888 Cases: 806), Age: 50-59 (Universe : 1 180 975 Cases: 357), Age: 60+ (Universe : 2 440 382 Cases: 740), No. of individuals in household – 1 ind. (Universe : 1 100 584 Cases: 327), 2 ind. (Universe : 2 425 802 Cases: 723), 3 ind. (Universe : 2 069 211 Cases: 616), 4 ind. (Universe : 1 94 4544 Cases: 544), 5 ind. (Universe : 1 372 023 Cases: 385), PP A (Universe : 1 624 700 Cases: 455), PP B (Universe : 1 969 722 Cases: 565), PP C (Universe : 1 958 890 Cases: 574), PP D (Universe : 1 896 593 Cases: 560), PP E (Universe : 1 462 259 Cases: 442)

LIVE AND PLAYBACK LIVE AND PLAYBACK TIME VIEWED PER DAY (ATV) Period : Q2/2019 (1/April – 30/June

Csatorna: Total TV

Variable: Live and Playback ATV (minute), Playback %

SHARE, REACH AND AVERAGE TIME SPENT DATA OF THEMATIC CHANNEL GROUPS Period : Q2/2018 – Q2/2019 (1/April – 30/June) Channel groups: channels in Nielsen’s ‚Standard’ and ‚Other Hungarian’ categories General entertainment: ATV Spirit, Comedy Central, Cool, Duna TV, Duna World, Fem3, FixTV, Humor+, M3, PAX TV, Prime, RTL Gold, RTL Klub, RTL+, RTL II, RTL Spike, Sony Max, Super TV2, TV2, Viasat3, Viasat6; TV series channels: AXN, Comedy Central Family, Epic Drama, Galaxy4, Izaura TV, Jocky TV, Sorozat+, Story4, TV4; Movie: AMC, Film+, Film4, Filmbox, Film Café, Film Mánia, FILM NOW, HBO, HBO2, HBO3, Mozi+, Moziverzum, Paramount, Sony Movie Channel; Kids: Boomerang, Cartoon Network, Disney Channel, Kiwi TV, JimJam, M2, Megamax, Minimax, Nickelodeon, Nick JR, Nicktoons; Lifestyle: DIGI Life, Fishing&Hunting, Fit HD, LICHI TV, LifeTv, Spektrum Home, TLC, Travel Channel, TV Paprika, Viasat Explorer; News: ATV, Euronews (magyar), HírTV, M1; Docmentary: Animal Planet, CBS Reality, D1, Da Vinci, DIGI Animal World, DIGI World, Discovery Channel, Discovery Science, History, ID, M5, National Geographic, Nat Geo Wild, OzoneTv, Spektrum, Viasat History, Viasat Nature; Sport: DIGI Sport 1, DIGI Sport 2, Eurosport, Eurosport2, Extreme Sport, M4 Sport, Spíler1 TV, Spíler2 TV, Sport1, Sport2, Sport M; Zene: H!t Music Channel, MTV Hungary, Music Channel, Muzsika TV, Sláger TV, Zenebutik; Other: foreign channels, other – not listed - Hungarian channels, other TV-screen usage Variables: SHR%, RCH, ATS (Live + Playback data based on Live+Playback Total TV)

BROADCAST AND RECEPTION SHARE OF TYPOLOGY Period : Q2/2019 (1/April – 30/June) Channels: All channels measured on program level by Nielsen - ATV, ATV Spirit, AXN, Cartoon Network, Comedy Central, Comedy Central Family, Cool, Discovery Channel, Disney Channel, Duna TV, Duna World, Fem3, Film+, Film4, Galaxy4, History, HírTV, Humor+, ID, Izaura TV, Jocky TV, Kiwi TV, LICHI TV, M1, M2, M3, M4 Sport, M5, Mozi+, Moziverzum, MTV Hungary, Muzsika TV, National Geographic, Nickelodeon, Nick JR, Nicktoons, Paramount, Prime, RTL Gold, RTL+, RTL II, RTL Klub, RTL Spike, Sony Max, Sony Movie Channel, Sorozat+, Spíler1 TV, Spíler2 TV, Sport1, Sport2, Story4, Super TV2, Travel Channel, TLC, TV2, TV4, Viasat3, Viasat6, Zenebutik Main items of ’Non musical entertainment’ typology: 1. Game; 2. Quiz show; 3. Entertainment magazine; 4. Talk-show; 5. Cabaret, satire; 6. Circus, show; 7. Reality show Variables : EST%, Consolidated RST%

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9 FMCG TOP CLASSES & AUDIENCE OF SPOTS Period : Q2/2017 – Q2/2018 – Q2/2019 (1/April – 30/June) 201 Channels: all channels in Nielsen Audience Measurement spot database in the given period Product : TV-spots categorized in the following sectors by Nielsen Audience Measurement: baby care, food, drinks and beverages, household products, beauty care Variables : Consolidated GRP

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 Media segment provides media

and advertising clients with Total Audience measurement services across all devices where content — video,

audio and text — is consumed. The Connect segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Media and Connect 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 Contact: www.nielsen.com Nielsen Audience Measurement

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9 Phone : 461-7050, Fax: 461-7051 201

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