media key facts 2014 Rue du Moulin à Papier - 55 - Papiermolenstraat | Bruxelles - 1160 - Brussel Tel +32 (0)2 663 51 11 | [email protected] content Dentsu Aegis Network Belgium _______________________ 5 Economy & Demography ____________________________ 9 Media Spend _____________________________________ 19 Plurimedia Facts __________________________________ 25 Television _______________________________________ 37 Radio __________________________________________ 53 Cinema _________________________________________ 61 Newspapers _____________________________________ 67 Magazines _______________________________________ 75 Free Regional Press _______________________________ 85 Out of Home ____________________________________ 91 Internet _______________________________________ 107 Social Media ___________________________________ 121 On Line Search __________________________________ 129 iDTV __________________________________________ 143 Mobile ________________________________________ 149 Live Communication ______________________________ 155 Grand Duchy of Luxembourg _______________________ 159 Media Jargon ___________________________________ 171 Media Studies __________________________________ 187 Useful Addresses ________________________________ 197 dentsu aegis network belgium dentsu aegis network belgium Carat & Vizeum are the media agencies belonging to Dentsu Aegis Network Belgium. Responsible Publisher : Anne Bataille (CEO, Dentsu Aegis Network Belgium) Editorial Team : Alessandro Asproni (Out of Home - Cinema), Kristof Basaensen (Live Communicaon), Claire Berge (Lay-out), Dany Dernoncourt (Media Spend), Philippe Geurts (Print), Gauthier Piret (Television, iDTV, Radio), Quenn Pirlot & Jonathan Sichem (Social), Michael Vandenvelde (Search), Nicolas Vanderseypen (Internet), Mahieu Vercruysse (Mobile), special thanks to Laurent Friob (Luxembourg) DENTSU AEGIS NETWORK BELGIUM Rue du Moulin à Papier - 55 - Papiermolenstraat | Bruxelles - 1160 - Brussel Tel : 02 663 51 11 - Fax : 02 663 51 09 Anne Bataille : Chief Execuve Officer www.dentsuaegisnetwork.com 7 dentsu aegis network belgium BELGIUM A company of 180 people to cope with the evoluon of media communicaons Innovaon through consumer centric strategies 8 economy & demography economy & demography EUROPE Spend Breakdown by Media 2009-2013 40% 34,1% 2009 2010 2011 2012 2013 30% 22,8% 19,3% 20% 10,7% 10% 5,7% 6,6% 0,8% 0% Television Newspapers Magazines Radio Cinema Outdoor Internet Total 2013 : 99,74 billion € Source : Dentsu Aegis Network esmates - Mars 2014 Europe 16 countries (Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK) 11 economy & demography BELGIAN DEMOGRAPHY Basic Data (source fgov.be/CIM) Total population 11.132.269 inhabitants Number of households 4.929.744 households Number of persons per household 2,3 ind. / household Total population 12 years and + 9.521.809 inhabitants Linguisc Breakdown Flanders 56,1% Dutch speaking 56% Brussels (new CIM) 11,9% French speaking 44% Wallonia 32,0% German speaking 0,6% Nielsen Regions (Populaon 12 years and +) I 2.293.081 II 3.049.687 III Du 125.708 III Fr 1.008.635 IV 1.465.967 V 1.578.732 Reference period : 2013 12 economy & demography (In '000) 2013 Total 9.522 100% GENDER Men 4.641 49% Women 4.881 51% PRP 5.696 60% AGE 12 to 14 368 4% 15 to 24 1.324 14% 25 to 34 1.419 15% 35 to 44 1.508 16% 45 to 54 1.615 17% 55 and + 3.288 35% SOCIAL GROUPS* 1 + 2 (higher) 2.671 28% 3 + 4 (medium +) 2.107 22% 5 + 6 (medium -) 2.432 26% 7 + 8 (lower) 2.263 24% EDUCATIONAL LEVEL OF THE INTERVIEWED PERSON Primary 1.430 16% General lower sec.& prof. 1.849 20% General higher sec.& prof. 2.627 27% Vocational high 944 10% High. non university 1.600 17% University 1.072 10% PROFESSIONAL OCCUPATION (of the interviewed person) With 4.508 47% Without 5.014 53% PRESENCE OF CHILDREN (- 15 years old) With 2.877 30% Without 6.645 70% HABITAT 5 Main Centers 2.795 29% 43 Urban localities 2.060 22% Small locations 2.233 23% Rural locations 2.434 26% * Some individuals have not been rated in social groups by lack of informaon. Source : CIM ‘12-’13 13 economy & demography 2013 in ('000) Nielsen I + II + III (Du) Nielsen III (Fr) + IV +V Total 5.468 100% 4.053 100% GENDER Men 2.693 49% 1.948 48% Women 2.776 51% 2.105 52% PRP 3.258 60% 2.439 60% AGE 12 to 14 206 4% 162 4% 15 to 24 727 13% 598 15% 25 to 34 779 14% 639 16% 35 to 44 844 15% 664 16% 45 to 54 1.744 32% 1.237 31% 55 and + 1.169 21% 754 19% SOCIAL GROUPS* 1 + 2 (higher) 1.525 28% 1.146 28% 3 + 4 (medium +) 1.193 22% 914 23% 5 + 6 (medium -) 1.410 26% 1.022 25% 7 + 8 (lower) 1.310 24% 953 24% EDUCATIONAL LEVEL (of the interviewed person) Primary 865 16% 565 10% General lower sec.& prof. 975 18% 875 16% General higher sec.& prof. 1.535 28% 1.092 20% Vocational High 579 11% 365 7% High. non university 917 17% 683 12% University 598 11% 473 9% PROFESSIONAL OCCUPATION (of the interviewed person) With 2.709 50% 1.799 44% Without 2.760 50% 2.254 56% PRESENCE OF CHILDREN (- 15 years old) With 1.637 30% 1.240 31% Without 3.831 70% 2.814 69% HABITAT 5 Main Centers 1.072 20% 1.723 43% 43 Urban localities 1.359 25% 701 17% Small locations 1.524 28% 709 17% Rural locations 1.513 28% 920 23% 14* Some individuals have not been rated in social groups by lack of informaon. Source : CIM ‘12-’13 economy & demography The Populaon... POPULATION % Belgian and foreign population of 12 years and + 9.521.810 100,0% Foreigners of 12 years and + 617.010 6,5% Residents in Flanders 5.342.770 56,1% Residents in Brussels 1.134.340 11,9% Residents in Wallonia 3.044.700 32,0% Source : CIM ‘12-’13 With child. Active % PROVINCE Population '000 -15 years old of the pop. Affinity index (avg = 100) Antwerpen 1.540 16% 106 108 Oost Vlaanderen 1.264 13% 99 98 West Vlaanderen 1.029 11% 94 105 Brabant Du 946 10% 97 115 Limburg 744 8% 96 101 Brussels 19 954 10% 100 93 Hainaut 1.135 12% 105 88 Liège 934 10% 96 88 Namur 412 4% 97 100 Brabant Fr 331 3% 103 103 Luxembourg 232 2% 106 110 Total 9.522 100% The Province of Luxembourg and Brabant Fr account for lile in terms of populaon figures, yet there is a much higher presence of children compared to the relave populaon rao. Though some Flemish provinces are somewhat short in terms of number of children compared to Walloon provinces, the overall rate of acvity is higher in the Flemish provinces. 15 economy & demography ... The End of a Stereotype ... CIM 1980 CIM 2013 1980 = 100 (in '000) Men Women Men Women Men Women PRP (person responsible 272 3.321 1.917 3.779 705 114 of purchase) 8% 92% 34% 66% With a prof. activity 2.521 1.200 2.482 2.026 98 169 68% 32% 55% 45% PRI (person responsible 2.947 603 3.282 1.648 111 273 of income) 83% 17% 67% 33% Source : CIM Consumer Status Over the past 25 years a number of trends, important to markeng professionals, have clearly emerged. One of them is the higher proporon of male PRP's, not so much for a cultural reason but mostly due to an increasing number of single people. The proporon of working women is sll increasing, which influences the number of female heads of family. The Belgian populaon has aged since 1982, though it now seems to be stabilizing. AGES 1972 1982 2009-2010 2010-2011 2011-2012 2012-2013 12 - 14 y.o. n.a. n.a. 3,9% 3,9% 3,9% 3,9% 15 - 24 y.o. 19,1% 20,2% 14,0% 14,0% 14,0% 13,9% 25 - 44 y.o. 33,5% 33,2% 31,6% 31,3% 30,9% 30,7% 45 - 64 y.o. 29,8% 28,6% 30,8% 31,1% 31,3% 31,3% 65 y.o. and + 17,5% 18,0% 19,7% 19,7% 19,9% 20,2% Source : CIM 16 economy & demography ... Electronic Equipment % of individuals living in a household CIM 2010 2011 2012 that owns : 1990 - 15+ 12+ 12+ 12+ at least one TV set 97% 98% 99% 99% cable TV 91% 96% 84% 82% a video recorder 39% 58% 50% 46% two television sets or more 11% 43% 43% 43% a decoder n.a. 41% 53% 63% a satellite dish n.a. 11% 11% 12% video on demand n.a. 10% 16% 19% programs on demand n.a. 6% 9% 11% a fixed phone 82% 75% 74% 69% a GSM / mobilephone (with or without internet access) n.a. 87% 87% 87% mobilephone with internet access n.a. n.a. 15% 18% teletext n.a. 86% 87% 86% a computer 14% 78% 77% 80% a portable computer n.a. 49% 55% 60% internet connexion (at home or outside) n.a. 69% 71% 74% wifi n.a. 34% 39% 45% a DVD player n.a. 51% 52% 58% a portable DVD player n.a. 17% 17% 18% a game console n.a. 35% 39% 40% a video camera n.a. 30% 31% 31% a home cinema n.a. 10% 16% 9% Source : CIM Due to methodological issues, there are no updated data for the CIM 2012-2013 17 media spend media spend Belgium : Media Spend Evoluon + 2,6% 3.704,5 3.609,0 3.588,9 3.467,4 3.170,5 3.164,4 3.088,7 2.863,9 2.387,4 2.298,7 2.137,5 1.933,4 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source : MDB Nielsen Media Spend per Economical Sector - 2013 House & Office House & Office equipment maintenance Others 4,4% 2,3% 1,9% Health, Well-being 2,1% Beauty, Hygiene Culture, Tourism, 6,9% Leisure, Sport 25,0% Clothes 1,6% Telecom 4,7% Transport 10,6% Distribution 16,4% Services 12,1% Food 12,0% Source : MDB Nielsen 21 media spend Media Spend by Media 2009-2013 - Belgium Total investments 50% 2009 3.170,5 millions € 2009 2010 2011 2012 2013 2010 3.467,4 millions € 39,4% 40% 2011 3.588,9 millions € 2012 3.609,0 millions € 2013 3.704,5 millions € 30% 21,7% 20% 13,1% 10% 8,5% 7,0% 6,0% 3,4% 1,0% 0% Television Radio Cinema Dailies Magazines Outdoor Free Reg Press Internet Source : MDB Nielsen Top 20 Adverser Groups 2013 (‘000 €) Advertiser group Inv.