Tv Market Snapshot 2018 Q4

TV MARKET SNAPSHOT 2018 Q4

Nielsen Audience Measurement

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9 201

450

400 402 405 350

300 ATV - Q4 2017

296 293 250 200 234 226 ATV - Q4 2018

ATV(minute) 150 184 185

100

TOTAL 4+ AGE: 4-17 AGE 18-49 AGE 50+

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201 Average TV viewing time was 3 minutes lower than 1 year ago: TV viewing time increased by 1 minute in 18-49 and by 3 minutes in the 50+ age group, while the youngest age group spent 8 minute less time on watching TV compared to Q4 2017.

600

43 yrs 50 yrs 54 yrs 62 yrs 500 AVERAGE AGE IN Q4 2018

400 431 447 ATV - Q4 2017

300 342 338 277 264 ATV - Q4 2018 ATV(minute) 200 232 232

100

3+ HOURS INTERNET A DAY 1-2 HOURS INTERNET A DAY MAX. 1 HOUR INTERNET A DAY NO INTERNET The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe

TV viewing time of the heaviest internet users did not change at all, while the less intensive users (1-2 hours a day) 9

201 spent 13 minutes and the lightest internet users (max. 1 hour a day) spent 4 minutes less time on watching TV. Individuals with no internet increased their daily TV viewing time by 16 minutes compared to Q4 2017.

TARGET LIVE MINUTE PLAYBACK MINUTE PLAYBACK %

TOTAL 4+ 289 4.0 1.4%

4-17 181 3.4 1.9%

18-49 222 4.1 1.8%

50+ 401 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 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe

Time-shifted content added 1.4% to the average daily TV viewing time in Total 4+, while in 18-49 age group TSV was 1.8%. 9

201

Q4/2018 General entertainment channels 3,9 5,1 Movie channels 2,5

4,1 3,7 5,0 Lifestyle channels 2,6

5,7 3,9 Kid channels

5,6 News channels 7,7 Q4/2017 7,5 51,3 50,9 Documentary channels

6,0 Sports channels 6,1 2,6

11,7 Music channels 2,9 Other channels* 11,5

DVD/video/videogame The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe

*foreign channels, other Hungarian channels, other TV-screen usage 9

201 In Q4/2018 half of average daily TV viewing time was assigned to general entertainment group – including the highest number of channels. Basically the share of the thematic channel groups did not change

Copyright © Copyright significantly compared to Q4/2017. © Nielsen Audience Measurement 5 BROADCAST AND RECEPTION SHARE OF TYPOLOGY Q4/2018; Total 4+ and ‚The heaviest internet users – 18+’; Consolidated data

100% 0,2% 0,1% 0,1% Religion 10,2% 90% 16,9% 19,4% 9,4% Movies 80% 4,1% 3,3% 4,4% 4,4% Arts, science, culture 3,1% 3,6% 70% 6,5% 9,0% 6,9% 4,0% Information 4,0% 5,4% 60% 9,9% 3,1% 2,9% News (political, economic) 11,6% 50% 11,6% Sport 40% 28,1% 26,7% 24,7% Music 30% Non-musical entertainment 20% 25,3% Non-musical fiction (series, TV-film, etc.) 10% 20,1% 21,0%

0% Other (advertising, promo, etc.)

Broadcast share Reception share Reception share

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9 Total 4+ 3+ hours internet a day, 18+ 201 More than the half of TV viewing time was spent on fictions (mostly series), movies and entertainment. In every 5th minute we were watching TV ads/promos, including ‚other’ contents.

7,9% Share of broadcast Insert, technical failure, other Movies – 10.2% 3,3% Promo

Other movies 0,2% Teleshopping 10,2% 14,0% 2,2% Crime/investigation/horror 1,2% 25,3% Commercial 1,8%

Romantic/adventure/western 9,4%

5,1% Action, comedy, satire 3,3% 3,1% Non musical fiction – 28.1%

6,5% 0,6%

Other fiction* 4,0% 8,9% Non-musical entertainment – 9.9% 28,1% Animations 9,9% 1,6%

Soap opera 4,2% Other entertainment*

0,6% Series

Quiz show Other (advertising, promo, etc.) Non-musical fiction (series, TV-film, etc.) 17,0% The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe

Non-musical entertainment Music

5,0% Reality show *TV-film, theatre broadcasr, literature 9 Sport News (political, economic) works’ performance, fiction for kids, 201 *Talk-show, cabaret, entertainment magazin, other fiction circus-show, entertainment for kids Information Arts, science, culture Movies Religion

Other – 20.1% Movies – 16.9% Reception share

0,2% Insert, technical failure, other 2,7% Other movies 5,7% 1,2% 0,4% Promo 3,1% Crime/investigation/horror 0,1% 16,9% Teleshopping Romantic/adventure/western 20,1% 13,9% 9,9% Commercial Action, comedy, satire 4,1%

4,4% Non musical fiction – 26.7%

9,0% 0,5% 26,7% Non musical entertainment – 11.6% 5,1% 4,0% Other fiction* 3,1% 3,4% 11,6% Animations

Other entertainment* Soap opera 5,4% Quiz show Other (advertising, promo, etc.) Non-musical fiction (series, TV-film, etc.) 17,8% Series

1,4% Non-musical entertainment Music

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9 Reality show Sport News (political, economic) 4,7% *TV-film, theatre broadcasr, literature 201 works’ performance, fiction for kids, * Talk-show, cabaret, entertainment magazin, Information Arts, science, culture other fiction circus-show, entertainment for kids Movies Religion

Movies – 19.4% Other – 21% 0,2% Reception share Insert, technical 2,9% 6,1% failure, other Other movies 1,4% 0,3% Promo 3,4% Crime/investigation/horror 0,1% 14,7% Teleshopping Romantic/adventure/western 19,4% 21,0% 11,7%

Action, comedy, satire Commercial

4,4%

3,6% Non musical fiction – 24.7%

6,9% 0,3% 24,7% 5,3% Non musical entertainment – 11.6% 5,4% Other fiction* 2,9% 2,5% 11,6% Animations

Soap opera Other entertainment* 5,1% 16,6% Other (advertising, promo, etc.) Non-musical fiction (series, TV-film, etc.) Series Quiz show

1,3% Non-musical entertainment Music

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9 Sport News (political, economic) *TV-film, theatre broadcasr, literature 5,2% Reality show 201 works’ performance, fiction for kids, Information Arts, science, culture other fiction * Talk-show, cabaret, entertainment magazin, circus-show, entertainment for kids Movies Religion

30 177 Average daily number of broadcasted spots: Q4 2017 Q4 2018 35 060

Average number of spots in break: Q4 2017 9,6

Q4 2018 10,5

Average daily number of viewers reached by spots: Q4 2017 6 176 thousand ind. Q4 2018 6 254 thousand ind.

Q4 2017 33 Average daily spot-viewing time per person (minute): Q4 2018 35

Q4 2017 120

The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe Average daily number of spots viewed by an individual:

9 Q4 2018 130 201

GRP CLASS Q4 2017 Q4 2018 1 CHOCOLATE BAR 15 854 14 271 2 BONBON 7 995 13 232 3 BEER 3 761 9 635 4 PERFUME, EAU-DE-COLOGNE 7 671 8 934 5 CARBONATED DRINKS 3 707 8 468

6 TOOTHPASTE 6 796 7 027 7 FRUIT JUICE 3 498 6 572 8 COFFEE 8 483 6 179 9 SWEET BISCUIT/WAFFEL 2 316 6 084 10 FACE CREAM 8 384 5 845 11 WASHING POWDER/LIQUID 6 181 5 711 12 YOGURT/KEFIR 4 852 5 080 13 SHAMPOO 4 937 4 417 14 PUDDING, SWEET DAIRY PRODUCT 7 003 4 233 15 BEAUTY CARE PRODUCTS 1 055 4 189 16 CANDY 2 058 4 164

17 PERFUME FOR MEN 6 925 4 088 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe

18 DISHWASHING LIQUID/SHOWER GEL 4 338 4 062 9

201 19 CHIPS 814 3 975 20 BITTERS 4 125 3 843

Period: Q4/2017 and Q4/2018 (1/October – 31/December) Daypart: total day (02-26h) Target groups : 2017: Total Individuals (Universe: 8 729 160 Cases: 2 512), 4-17 (Universe: 1 212 735 Cases: 332), 18-49 (Universe: 3 929 827 Cases: 1 143), 50+ (Universe: 3 586 598 Cases: 1 037); Daily 3+ hours of internet_18+ (Universe: 2 410 250 Cases: 680), Daily 1-2 hours of internet_18+ (Universe: 2 098 738 Cases: 601), Max. 1 hour of internet a day_18+ (Universe: 1 951 501 Cases: 562), No internet_18+ (Universe: 2 057 529 Cases: 609) 2018: Total Individuals (Universe 8 909 923 Cases: 2 574), 4-17 (Universe: 1 265 997 Cases: 344), 18-49 (Universe: 4 018 856 Cases: 1 139), 50+ (Universe: 3 625 070 Cases: 1 091); Daily 3+ hours of internet_18+ (Universe: 2 423 535 Cases: 684), Daily 1-2 hours of internet_18+ (Universe: 1 951 501 Cases: 562), Max. 1 hour of internet a day_18+ (Universe: 1 102 732 Cases: 321), No internet_18+ (Universe: 2 051 942 Cases: 618)

AVERAGE DAILY VIEWING TIME PER PERSON Period : Q4/2017 and Q4/2018 (1/October – 31/December) Channel : Total TV Változó: Live+Playback ATV (minute)

LIVE AND PLAYBACK TIME VIEWED Period : Q4/2018 (1/October – 31/December) Channel: Total TV Variables: Live + Playback ATV (minute), Playback %

SHARE OF THEMATIC CHANNEL GROUPS Period : Q4/2018 (1/October – 31/December) Channel groups: Lifestyle: DIGI Life, Fishing&Hunting, Fit HD, LICHI TV, LifeTv, Spektrum Home, TLC, Travel Channel, TV Paprika, Viasat Explorer; General entertainment: Comedy Central, Comedy Central Family, Cool, Duna TV, Duna World, Fem3, FixTV, Galaxy4, Humor+, Izaura TV, M3, PAX TV, Prime, RTL Gold, RTL Klub, RTL+, RTL II, RTL Spike, Sony Max, Sorozat+, Story4, Super TV2, TV2, TV4, Viasat3, Viasat6; Movie: AMC, AXN, Film+, Film4, Filmbox, Film Café, Film Mánia, FILM NOW, HBO, HBO2, HBO3, Mozi+, Paramount, Sony Movie Channel; Kids’ channels: Boomerang, Cartoon Network, Disney Channel, Kiwi TV, JimJam, M2, Megamax, Minimax, Nickelodeon, Nick JR; News: ATV, EchoTV, Euronews (magyar), HírTV, M1; Documentary: 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; Music: H!t Music Channel, MTV Hungary, Music Channel, Muzsika TV, Sláger TV, Zenebutik; Other: foreign channels, other Hungarian channels, other TV-screen usage Variables: SHR% (Live + Playback data based on Live+Playback Total TV)

BROADCAST AND RECEPTION SHARE OF TYPOLOGY Period : Q4/2018 (1/October – 31/December) Channels: All channels measured on program level by Nielsen - ATV, 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, Kiwi TV, LICHI TV, M1, M2, M3, M4 Sport, M5, Mozi+, 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

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9 Period : Q4/2017 and Q4/2018 (1/October – 31/December)

Channels: all channels in Nielsen Audience Measurement spot database in the given period 201 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 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

H -1146 Budapest, Hermina út 57-59.

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

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9 201