TV MARKET SNAPSHOT Q2/2019 Nielsen Audience Measurement The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 9 201 Copyright © Copyright Copyright © 2019 The Nielsen Company. Confidential and proprietary. 1 AVERAGE DAILY TV VIEWING TIME PER PERSON Q2/2017 – Q2/2018 – Q2/2019, Live+Playback, Total TV 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+ The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 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. Copyright © Copyright © Nielsen Audience Measurement 2 AVERAGE DAILY TV VIEWING TIME PER PERSON Q2/2019; Live+Playback data; base target: total individuals 4+; Total TV 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 Copyright © Copyright © Nielsen Audience Measurement 3 LIVE AND PLAYBACK TIME VIEWED PER DAY (ATV) Q2/2019 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 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 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%. Copyright © Copyright © Nielsen Audience Measurement 4 SHARE OF CHANNEL TYPES Q2/2018 vs. Q2/2019, Total individuals (4+), Live+Playback 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. The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 9 201 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 4 000 000 reach ( hour 2:00 time daily :min 3 000 000 1:39 spent RCH (ind) 1:34 1:29 ) 1:30 1:18 Average 1:10 1:04 2 000 000 0:49 2 722 354 0:50 1:00 2 307 407 2 227 706 1 000 000 2 035 724 0:30 1 531 771 1 484 412 1 441 777 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 9 1 004 562 201 0 0:00 General TV series Lifestyle Movies Kids News Documentary Sports Music entertainment Copyright © Copyright © Nielsen Audience Measurement 7 BROADCAST AND RECEPTION SHARE OF TYPOLOGY Q2/2019; Total individuals (4+); Consolidated data 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 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 9 201 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 Copyright © Copyright consumed in a higher rate compared to their broadcast share. © Nielsen Audience Measurement 8 BROADCAST SHARE BY TYPOLOGY Q2/2019; Consolidated data 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 Copyright © Copyright © Nielsen Audience Measurement 9 RECEPTION SHARE BY TYPOLOGY Q2/2019; Total 4+; Consolidated data 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 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe Series 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 Copyright © Copyright © Nielsen Audience Measurement 10 AUDIENCE OF SPOTS Q2/2017 – Q2/2018 – Q2/2019; Total 4+; Consolidated 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 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 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 Copyright © Copyright © Nielsen Audience Measurement 12 NOTES: 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.