Tv Market Snapshot Q1/2019

Home , ATV (Hungary), FEM3, Izaura TV, Megamax, RTL II (Hungary), Super TV2

TV MARKET SNAPSHOT 2019 Q1

Nielsen Audience Measurement

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8:00

7:00 6:58 7:03 7:02 6:00

Q1/2017

5:00 Q1/2018 5:03 5:06 5:00 4:00 Q1/2019 3:53 3:58 3:46 3:00 ATV(minute) 3:08 3:07 3:03 2:00

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 decreased by 6 minutes compared to Q1 2018: it was 4 minutes less in 4-17 age

201 group, and 12 minutes less in 18-49 age group. The average TV viewing time remained stable: there was only a one-minute drop compared to last year, but it is still 4 minutes higher than in Q1 2017.

Total individuals 4+ 5:00

Female 5:22 Male 4:35

Education: Primary or less 5:09 Education: Secondary or industrial 5:11 Education: High 4:10

Age: 4-14 years 3:10 15-29 years 2:41 30-49 years 4:16 50-59 years 6:06 60+ years 7:29

No. of individuals in household: 1 ind. 7:30 2 ind. 6:06 3 ind. 4:22 4 ind. 3:19 5 ind. 4:21

Purchasing Power (PP) A 3:17 PP B 4:01 PP C 4:47

PP D 5:42 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe

PP E 7:33 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+ 296 4.1 1.4%

4-17 180 3.1 1.7%

18-49 222 4.4 2.0%

50+ 418 4.0 1.0%

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 1.4% to the average daily TV viewing time in Total 4+, while the

201 18-49 age group’s TSV reached 2%.

5,0 Q1/2019 4,5 2,3 General entertainment channels TV series channels*

4,1 5,0 3,9 2,4 Movie channels Lifestyle channels 3,8 6,1 5,9 43,2 Kids' channels News channels Q1/2018 43,8 7,5 8,4 Documentary channels Sports channels

6,1 6,2 3,0 Music channels Other channels: foreign channels, other Hungarian channels, other TV-screen usage 10,3 7,5 3,0 DVD/video/videogame

9,7 8,8 * General entertainment channels in a separate category, where at least 50% of the broadcasting time

consists of TV series.

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9 201 52% of the average daily TV viewing time was assigned to the general entertainment group, within which 8,8% was covered by ‚TV series channels’. Furthermore movie channels represented almost 10% in the first quarter of 2019.

Copyright © Copyright © Nielsen Audience Measurement 6 AVERAGE DAILY REACH (RCH) AND AVERAGE DAILY TV VIEWING TIME PER VIEWERS (ATS hour:minute) BY CHANNEL TYPES Q1/2019; total individuals (4+); Live+Playback data

6 000 000 4:00

3:30 3:30

5 000 000

5 492 042 492 5 Average daily reach Average Time Spent 3:00 Average (RCH, ind) (ATS, hour:minute) 4 000 000

2:30

)

ATS (min) ATS

time

ind

3 000 000 2:00 spent

1:41 1:41 RCH RCH (

1:30

(minute)

1:19 1:30 2 000 000 1:11

2 826 025 826 2 1:07

2 536 157 536 2

0:53

1:00

0:49

2 330 725 330 2

Average daily (individuals) reach daily Average 2 275 325 275 2

1 000 000

0:30

1 627 562 627 1

1 613 075 613 1

1 532 637 532 1 1 117 460 117 1

0 0:00

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9 General TV series Lifestyle Movies Kids News Documentary Sports Music

201 entertainment

RCH = average number of individuals watching a certain channel for at least 1 minute

100% 0,2% 0,1% Religion 9,9% 14,6% 90% Movies 9,6% 4,3% 80% 3,4% 4,7% Arts, science, culture 3,8% 70% 6,3% 9,6% Information 3,8% 3,8% 1,5% 60% 9,5% News (political, economic) 11,2% 50% Sport

40% 27,9% Music 29,4% 30% Non-musical entertainment

20% Non-musical fiction (series, TV-film, etc.) 25,5% 20,7% 10% Other (advertising, promo, etc.) 0%

Broadcast share Reception share

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9 Total 4+

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

Other – 25,5%

Share of broadcast 0,2% 7,7% Movies – 9,9% Insert, technical failure, other 3,6% Promo Other movies 9,9% 0,2% 2,0% Crime/investigation/horror Teleshopping 1,1% 25,5% 14,0% 1,7% Romantic/adventure/western 9,6%

Commercial 5,1% Action, comedy, satire 3,4%

3,8% Non-musical fiction – 27,9% 6,3% 0,7%

3,8% 8,5% Other fiction* Non-musical entertainment – 9,5% 27,9% 9,5% 1,7% Animations

Soap opera

4,1% Other entertainment* Series Other (advertising, promo, etc.) Non-musical fiction (series, TV-film, etc.) 17,1% 0,5%

Quiz show Non-musical entertainment Music The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe

*TV-film, theatre broadcasr, literature 9 4,9% 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

Reception share Other – 20,7% Movies – 14,6% 0,2% Insert, technical 5,7% failure, other Other movies 0,1% 0,4% Promo 2,3% 14,6% 1,1% Crime/investigation/horror 20,7% 2,8% Teleshopping Romantic/adventure/western 14,3%

4,3% 8,4% Commercial Action, comedy, satire 4,7%

9,6% Non-musical fiction – 29,4%

3,8% 29,4% 1,5% 0,6% Non-musical entertainment – 11,2% 4,7% Other fiction* 11,2% 3,7% Animations

Other entertainment* 4,6% Soap opera Other (advertising, promo, etc.) Non-musical fiction (series, TV-film, etc.) Quiz show

Non-musical entertainment Music 20,4% The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe

3,7% Series 9 Reality show Sport News (political, economic) 201 3,0% 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

Q1/2017 24 709 Average daily number of broadcasted spots: Q1/2018 28 963 35 060 Q1/2019

Q1/2017 8,9 Average number of spots in break: Q1/2018 9,2

Q1/2019 10,6

Q1/2017 6 351 Average daily number of viewers reached by spots: Q1/2018 6 308 thousand ind. Q1/2019 6 180

Q1/2017 31 Q1/2018 33 Average daily spot-viewing time per person (minute): 35 Q1/2019

Q1/2017 108

Average daily number of spots viewed by an individual: Q1/2018 120

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9 Q1/2019 133 201

Number of channels in Nielsen’s Spot database: 62 channels in 2017; 67 channels in 2018; 71 channels in 2019 Copyright © Copyright © Nielsen Audience Measurement 11 FMCG TOP CLASSES BY GRP Q1/2018 and Q1/2019; Total 4+; Consolidated

GRP CLASS Q1 2018 Q1 2019 1 CHOCOLATE BAR 17 504 17 302 2 BEER 4 424 11 438 3 TOOTHPASTE 8 911 9 527 4 PUDDING, SWEET DAIRY PRODUCT 9 228 9 190 5 BONBON 8 460 8 449

6 COFFEE 9 371 7 915 7 SHAMPOO 7 167 6 957 8 FRUIT JUICE 3 620 6 405 9 BEAUTY CARE PRODUCTS n.a. 6 181 10 HAIR CARE PRODUCTS 3 824 6 024 11 SWEET BISCUIT/WAFFEL 3 659 6 002 12 CARBONATED DRINKS 4 298 5 776 13 WASHING POWDER/ LIQUID DETERGENT 7 270 5 728 14 YOGURT/KEFIR 4 345 5 177 15 DISHWASHING LIQUID 4 893 5 055 16 FACE CREAM 4 656 4 641

17 FABRIC SOFTENER 2 871 4 569 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 18

9 OTHER SWEETS 4 730 4 417

201 19 TABLE CHOCOLATE 2 763 4 177 20 CHIPS 3 796 3 970

Period: Q1/2017 – Q1/2018 – Q1/2019 (1/January – 31/March) Daypart: total day (02-26h) Target groups : 2017: Total Individuals (Universe: 8 729 160 Cases: 2 564), 4-17 (Universe: 1 212 735 Cases: 342), 18-49 (Universe: 3 929 827 Cases: 1 166), 50+ (Universe: 3 586 598 Cases: 1 056); 2018: Total Individuals (Universe 8 909 923 Cases: 2 532), 4-17 (Universe: 1 265 997 Cases: 335), 18-49 (Universe: 4 018 856 Cases: 1 145), 50+ (Universe: 3 625 070 Cases: 1 052); 2019: Total Individuals (Universe 8 909 923 Cases: 2 590), 4-17 (Universe: 1 265 997 Cases: 347), 18-49 (Universe: 4 018 856 Cases: 1 155), 50+ (Universe: 3 625 070 Cases: 1 089);

2019: Female (Universe : 4 706 466 Cases: 1 409), Male (Universe : 4 205 698 Cases: 1 181), Education: Primary or less (Universe : 3056400 Cases: 883), Education: Secondary or industrial (Universe : 4 270 201 Cases: 1 272), Education: High (Universe : 1 585 563 Cases: 434), Age: 4-14 (Universe : 1 017 829 Cases: 1 181), Age: 15-29 (Universe : 1 541 090 Cases: 417), Age: 30-49 (Universe : 2 731 888 Cases: 806), Age: 50-59 (Universe : 1 180 975 Cases: 352), Age: 60+ (Universe : 2 440 382 Cases: 737), No. of individuals in household – 1 ind. (Universe : 1 100 584 Cases: 327), 2 ind. (Universe : 2 425 802 Cases: 724), 3 ind. (Universe : 2 069 211 Cases: 615), 4 ind. (Universe : 1 94 4544 Cases: 550), 5 ind. (Universe : 1 372 023 Cases: 375), PP A (Universe : 1 624 700 Cases: 448), PP B (Universe : 1 969 722 Cases: 564), PP C (Universe : 1 958 890 Cases: 571), PP D (Universe : 1 896 593 Cases: 567), PP E (Universe : 1 462 259 Cases: 440)

AVERAGE DAILY VIEWING TIME PER PERSON Period : Q1/2017 – Q1/2018 – Q1/2019 (1/January – 31/March) Channel : Total TV Változó: Live+Playback ATV (minute)

LIVE AND PLAYBACK TIME VIEWED Period : Q1/2019 (1/January – 31/March) Channel: Total TV

Variables: Live + Playback ATV (minute), Playback %

SHARE OF THEMATIC CHANNEL GROUPS Period : Q1/2018 – Q1/2019 (1/January – 31/March) Channel groups: 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; Lifestyle: DIGI Life, Fishing&Hunting, Fit HD, LICHI TV, LifeTv, Spektrum Home, TLC, Travel Channel, TV Paprika, Viasat Explorer; News: ATV, EchoTV, Euronews (magyar), HírTV, M1; Docmentary: Animal Planet, CBS Reality, D1, Da Vinci, DIGI Animal World, DIGI World, Discovery Channel, Discovery Science, DoQ, 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% (Live + Playback data based on Live+Playback Total TV)

BROADCAST AND RECEPTION SHARE OF TYPOLOGY Period : Q1/2019 (1/January – 31/March) 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, EchoTV, 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, 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%

FMCG TOP CLASSES & AUDIENCE OF SPOTS

Period : Q1/2017 – Q1/2018 – Q1/2019 (1/January – 31/March)

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9 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 201 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 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 Contact: www.nielsen.com Nielsen Audience Measurement

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