TV MARKET SNAPSHOT 2019 Q1 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 Q1/2017 – Q1/2018 – Q1/2019, Live+Playback, Total TV 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+ The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 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. Copyright © Copyright © Nielsen Audience Measurement 2 AVERAGE DAILY TV VIEWING TIME PER PERSON Q1/2019; Live+Playback data; base target: total individuals 4+; Total TV 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 Copyright © Copyright © Nielsen Audience Measurement 3 LIVE AND PLAYBACK TIME VIEWED PER DAY (ATV) Q1/2019 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 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 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%. Copyright © Copyright © Nielsen Audience Measurement 4 SHARE OF CHANNEL TYPES Q1/2018 vs. Q1/2019, Total individuals (4+), Live+Playback 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. The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 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 Average daily reach Average Time Spent 3:00 Average (RCH, ind) (ATS, hour:minute) 4 000 000 2:30 ) ATS ATS (min) time ind 3 000 000 2:00 spent 1:41 1:41 RCH ( 1:30 (minute) 1:19 1:30 2 000 000 1:11 2 826 025 1:07 2 536 157 0:53 1:00 0:49 2 330 725 Average daily (individuals) reach daily Average 2 275 325 1 000 000 0:30 1 627 562 1 613 075 1 532 637 1 117 460 0 0:00 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 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 Copyright © Copyright ATS = average time spent on TV watching by TV viewers (minutes) 7 BROADCAST AND RECEPTION SHARE OF TYPOLOGY Q1/2019; total individuals (4+); Consolidated data 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 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 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 Copyright © Copyright news almost reached 10%. © Nielsen Audience Measurement 8 BROADCAST SHARE BY TYPOLOGY Q1/2019; Consolidated data 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 Copyright © Copyright © Nielsen Audience Measurement 9 RECEPTION SHARE BY TYPOLOGY Q1/2019; Total 4+; Consolidated data 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 Copyright © Copyright © Nielsen Audience Measurement 10 AUDIENCE OF SPOTS Q1/2017 – Q1/2018 – Q1/2019; Total 4+; Consolidated 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 The Nielsen Company. Confidential and proprietary. and Confidential Company. NielsenThe 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.