Belgium - Mediareps

Advertising in Belgium
Belgium: regions & demographics
Total Population: 11 million inhabitants
Flanders : 6,3 million (58%)
Brussels : 1,1 million (10%)
Wallonia : 3,5 million (32%)
Population density:
355 people/sqm
(2nd most dense in Europe)
Belgium: strenghts & opportunities
Key economic & political position
Political and decision-making heart of Europe:
home of most of the EU institutions.
Presence of international institutions : NATO,
SHAPE,... (over 1700 ngo’s or international
organisations)
Large number of multinational company HQ’s : P&G,
3M, Toyota Europe, GSK, …
Cosmopolitan character : mix of nationalities
Belgium: strenghts & opportunities
Socio-cultural position
-  Multi-cultural society :
mix of Latin and Germanic
cultural roots & influences
- Habit to changing political
regimes and cultural influences
(in the past and today)
- Performant education system :
High educational standards
Learning multiple languages from an early age
Print media in Belgium : newspapers
Belgium : newspaper market
1 BELGIAN ON 2 (population 12+)
READS A NEWSPAPER ON DAILY BASIS
4.384.930
Belgians read a newspaper every day
In Flanders average daily reach 2.897.000
In Wallonia average daily reach 1.541.700
•  54%
reach on 1 day
•  37%
reach on 1 day
SOURCE: CIM Press Sept 2014 / Reach (RLP) paid newspapers (excl Metro) Print + Digital readers
readers
Belgium : newspaper market
Evolution daily newspaper readership
Newspaper audience is not sinking !
daily reach
5.000.000
Belgians 12+
47%
4.000.000
3.000.000
Dutch sp. 12+
54%
2.000.000
French sp. 12+
39%
1.000.000
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Newspaper audience is not sinking !
Source: CIM 2011/12
SOURCE: CIM Press 2000-­‐2014 / Reach (RLP) paid newspapers (excl Metro) Print + Digital Belgium : newspaper market
Evolution daily newspaper
paid circulation
Daily circulation
1.400.000
1.200.000
All Belgian
newspapers
1.000.000
800.000
600.000
400.000
Dutch language
newspapers
French language
newspapers
200.000
2010 Q2 2010 Q4 2011 Q2 2011 Q4 2012 Q2 2012 Q4 2013
Q2 2013
Q4is not
2014
Q4!
Newspaper
audience
sinking
Source: CIM 2011/12
SOURCE: CIM Press 2010-­‐14 paid circulaHon newspapers Print + Digital Belgium : newspaper market
Belgium : newspaper market
-  Belgians are still very attached to print :
93% prefers paper books, 86% prefers printed newspapers,
89% prefers printed magazines.
Two thirds of those readers complete this print offer with digital media
-  Penetration of digital versions of newspapers & magazines :
47% with the Y-generation (under 35 y.)
32% with the 55+ generation
-  Situational choice :
Home environment : 84% prefers printed version
Work environment : 60% uses digital versions
Other out of home environment : 36% chooses digital versions
-  Type of information :
Longer texts and books : preference for printed version
Fast information that requires less concentration : via digital versions
Source : i-Vox march 2013 for Paper Chain Forum & Newspaperswork
Belgium:
Daily
Newspapers
Belgium : newspaper market
Overview Flemish / Dutch language
newspaper titles and publishers
62% 38% 50% 50% Belgium : newspaper market
Overview French language newspaper
titles and publishers
50% 50% Belgium : newspaper market
Marketshare reach newspaper publishers
CIM 2014 -­‐ REACH PAPER + DIGITAL 3,1% 9,8% 36,0% 16,4% 26,1% 8,6% SOURCE: CIM sept 2014 / Shares based on Reach (RLP) paid newspapers (excl Metro) Belgium : newspaper market
Dutch language newspapers
Paid
Circulation
RLP *
2014
SG1-3
2014
Readers Index reach vs paper only Index week - Saturday
total brand =
per copy
paper +
digital
versions
paper + dig.
Version +
web
index
reach
week
index
reach
Saturday
Quality Press
De Standaard
De Morgen
De Tijd
100.786
53.437
40.223
367.700
251.950
119.800
76,4%
69,3%
80,5%
3,6
4,7
3,0
+17%
+13%
+14%
+75%
+66%
+75%
94,7%
92,1%
93,4%
123,0%
131,8%
109,9%
Popular Press
Het Nieuwsblad
Het Laatste Nieuws/NG
Gazet Van Antwerpen
Belang Van Limburg
253.292
281.652
91.355
94.360
988.790
1.185.850
368.880
379.230
40,8%
36,9%
38,3%
37,1%
3,9
4,2
4,0
4,0
+6%
+16%
+8%
+5%
+42%
+61%
+38%
+25%
97,7%
98,1%
97,0%
95,1%
108,6%
106,1%
114,6%
119,8%
375.710
57,0%
3,6
+1%
+1%
(Free
Free Press circulation)
Metro Dutch language 103.231
* RLP = readers last periodicity - source : CIM Sept 2014 Print + Digital versions
Belgium : newspaper market
French language newspapers
Paid Circulation
RLP *
2014
SG1-3
2014
Readers Index reach vs
paper
only
total
brand
= Index week - Saturday
per copy
paper +
paper + dig.
index
index
digital
versions
version +
web
reach
week
reach
Saturday
Quality Press
Le Soir
Libre Belgique
Echo
69.931
36.978
15.995
370.300
163.220
47.830
61,8%
69,6%
78,5%
5,3
4,4
3,0
+8%
+6%
N/A
+45%
+44%
N/A
99,5%
98,6%
N/A
101,9%
106,0%
N/A
Popular Press
l'Avenir
Sud Presse
Dernière Heure
84.161
96.585
47.674
455.610
547.560
353.930
34,3%
30,2%
45,0%
5,4
5,7
7,4
'+4%
+3%
+8%
+27%
+22%
+46%
99,3%
97,8%
97,7%
101,9%
104,4%
104,4%
465.250
48,6%
4,8
+1%
+2%
Free Press (free circulation)
Metro French language
96.227
* RLP = Readers Last Periodicity - source : CIM 2014 Sept - print + digital versions
Print media in Belgium : magazines
Belgium : magazine market
Belgium:
Magazines
Readership last period
RLP-readers
magazines
All readers
Dutch language
readers
French language
readers
Weeklies
7 458 700
4 478 000
3 114 500
Fortnightlies +
Monthlies
5 597 300
3 126 800
2 007 100
Source: CIM 2011/12
SOURCE: CIM Press 2014 Sept / Reach Magazines (RLP) Print + Digital versions Belgium : magazine market
Belgium:
Magazines
Evolution weeklies readership
Weeklies RLP reach in ‘000 readers
8.000
All weeklies
7.000
6.000
5.000
4.000
Flemish weeklies
French weeklies
3.000
2.000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Source: CIM 2011/12
SOURCE: CIM Press 2014 / Reach Magazines (RLP) Print + Digital versions Belgium : magazine market
Belgium:
Magazines
Evolution 14-lies + monthlies readership
RLP-reach 14-lies + monthlies in ‘000 readers
7.000
6.000
5.000
All 14-lies &
monthlies
4.000
3.000
Flemish
French
2.000
1.000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Source: CIM 2011/12
SOURCE: CIM Press 2014 / Reach Magazines (RLP) Print + Digital versions Belgium : magazine market
DEVELOPMENTS BELGIAN MAGAZINES & NEWSPAPER MAGAZINES
• 
Print media readers indicate that they have
more time to read and therefore prefer to read
magazines during the weekend
• 
During the week there is less and less time to
read their magazine in a comfortable way
•  The majority of Belgian (weekly) magazines, most of them
issued on a week-day, have seen their circulation
decreasing in the last years
•  The only weekly magazines that have increased their
readership in 2011-14, are Saturday magazines issued with
quality newspapers
Source: research- Ivox & cim 2011-14
Belgium : magazine market
Belgium:
NEWSPAPER MAGAZINES ARE RISING STARS
• 
Almost all newsbrand magazines of the have restyled their magazine to
make them more appealing for both reader & advertisers.
• 
Structure & physical aspect of the newsbrand magazines has become close
to the most successfull lifestyle magazines on the market, even with the
extra thick and glossy theme specials.
• 
De Standaard has doubled it’s weekend magazine offer for the reader with
the purpose to offer more and complementary news & lifestyle content
Magazines
Belgium : magazine market
Flemish language weekly magazines
Circulation 2014
Dag Allemaal+Expres *
Libelle
HUMO
Story
Nieuwsblad Magazine
Flair NL
Nina
Knack
Nieuwsblad Fan!
Tv Familie+Blik *
Weekend Knack
De Standaard Magazine
De Standaard Weekblad
TeVe-Blad
Sjiek (BVL Magazine)
De Morgen Magazine
Focus Knack
P-magazine
Primo/TV Gids *
Joepie
Citta (GvA Magazine)
304.835
199.342
115.722
103.588
265.542
71.902
308.376
100.499
265.542
76.240
100.499
110.954
110.380
163.980
100.051
70.038
100.499
29.225
115.059
31.133
101.016
Belgium:
Magazines
Readership 2014 Magazine type
1.393.920
921.720
620.710
632.600
574.660
564.280
533.310
456.820
371.690
355.740
346.020
345.130
312.310
285.400
279.100
256.650
246.100
245.700
241.900
230.500
177.620
*Compulsory combination
SOURCE: CIM Press 2014 Sept / Reach Magazines (RLP) Print + Digital versions TV
Women
TV
People
Lifestyle
Women
Lifestyle
News
Sports
TV
Lifestyle
Lifestyle
News
TV
Lifestyle
Lifestyle
Culture
Men
TV
Youth
Lifestyle
Belgium : magazine market
French language weekly magazines
Circulation 2014
Ciné Télé Revue
Femmes d'Aujourd'hui
Télépro
Vif L'Express
Paris Match
Soir Magazine
Télé Star
Flair FR
Télé Moustique
Vif Weekend
TV News
Public
Point de Vue
Victoire
Focus Vif
241.134
85.070
113.388
63.475
42.292
55.606
64.317
30.383
62.886
63.475
170.792
14.149
26.259
72.184
63.475
Belgium:
Readership 2014 Magazine type
1.317.200
506.000
407.300
391.900
379.800
359.100
356.700
329.500
324.600
220.300
175.700
161.100
148.600
143.700
135.700
TV
Women
TV
News
People
People
TV
Women
TV
Lifestyle
TV
People
Royalty
Lifestyle
Culture
Compulsory FR+FL weekly magazines
Circulation 2014
Sport Voetbal Magazine NL+FR
Trends NL+FR
Sabato NL+FR
44.081
43.377
60.819
Readership 2014 Magazine type
547.000
233.400
97.200
SOURCE: CIM Press 2014 Sept / Reach Magazines (RLP) Print + Digital versions Sport
News
Lifestyle
Magazines
Belgium : magazine market
Flemish language monthly & 14-ly magazines
Circulation 2014
UIT-Magazine (VAB)
Goed Gevoel
Touring Explorer NL
Eos Magazine
Feeling
Vitaya (Evita)
Autogids
Autowereld
Vrouwen Met Vaart
Elle België
Vrouw & Wereld / Femma
Ché
Pasar
Grande
Psychologies
Marie Claire NL
298.794
68.543
181.739
25.619
53.572
45.718
16.000
14.372
99.595
18.014
62.437
14.359
32.292
5.438
6.319
12.192
Readership 2014
487.400
442.100
347.800
290.100
258.900
189.700
177.900
162.800
160.200
139.900
133.900
128.200
119.500
102.000
90.100
86.100
Magazine type
Travel (members magazine)
Health
Travel (members magazine)
Science
Lifestyle / Women
Women
Cars
Cars
Women
Women / Fashion
Women
Men
Travel
Travel
Women/Health
Women
SOURCE: CIM Press 2014 / Reach Magazines (RLP) Print + Digital versions Belgium : magazine market
French language monthly & 14-ly magazines
Circulation 2014
Top Santé
Touring Explorer FR
Be TV
Gael
Marie Claire FR
Elle Belgique
Art et Décoration
Psychologies Magazine
Elle Décoration
Parents
Readership 2014
43.603
205.607
99.734
23.335
14.225
17.094
4.923
10.359
3.323
2.353
540.000
384.200
373.400
241.400
193.100
180.900
174.300
168.600
101.900
60.000
Belgium:
Magazine type
Women
Travel (members magazine)
TV (members magazine)
Women
Women
Women
Interior Design
Women
Interior Design
Family
Compulsory FR+FL monthly & 14-ly magazines
Circulation 2014
Nest NL+FR (2-monthly)
85.716
Plus Magazine NL+FR
100.928
Feeling Wonen + Gaël Maison
25.271
Actief Wonen + Déco Idées
24.303
Tu Bâtis, Je Rénove+Beter Bouwen en verbouwen
10.324
Ik Ga Bouwen+Je Vais Construire
14.883
Ambiance Culinaire FR+ NL
18.632
Royals NL+FR
22.193
Netto + Mon Argent
64.377
Readership 2014
500.500
348.300
229.800
194.800
200.900
202.800
118.500
156.200
117.300
SOURCE: CIM Press 2014 / Reach Magazines (RLP) Print + Digital versions Magazine type
Lifestyle
Senior
Interior Design
Interior Design
Construction
Construction
Gastronomy
Royalty
Finance
Magazines
Digital media use in Belgium
Belgium : internet market
81%
of all Belgians are online Increased 17% since 2010 EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% Belgian Internet users spend on average 13.6hrs online per week EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Source : IAB Mediascope Belgium
Increased 5% since 2010 Belgium : internet market
Belgium:
Internet
market
Websites visited Top Websites used at least Daily Belgium Social media News Video Banking and Finance Hobby Sports Forums Jobs Music Local informaKon 36% 37% 11% 15% 9% 7% 7% 4% 5% 5% Source : IAB Mediascope Belgium
Top Websites used at least Monthly Belgium EU 43% 40% 18% 16% 15% 12% 11% 11% 10% 9% News Social media Video Banking and Finance Maps Local informaKon Other Hobby Films Music Price Comparison Sites 77% 62% 64% 75% 61% 49% 49% 37% 37% 35% EU 78% 70% 67% 66% 61% 60% 58% 52% 52% 49% Belgium : internet market
Belgium:
Internet
market
(Immoweb,…) Publishing Belgium : internet market
Ranking portals & news sites
Mediahuis news sites = top 10 sites
Website HLN.be Nieuwsblad Group 2dehands.be-­‐2ememain.be De_Standaard Yellow_Pages Knack-­‐Levif SUD PRESSE Groupe DeredacKe.be Immoweb Kapaza She (gva+hbvl+nieuwsblad) Sporza Gazet_van_Antwerpen RTBF.be RTL.be De_Morgen DH.be Skynet VTM Le_Soir Lavenir Group Sudinfo 7sur7.be Het_Belang_van_Limburg De_Tijd Source: CIM Internet oktober 2014
UB's per month UB's per week 10.708.338 8.561.792 5.658.093 4.302.831 4.136.216 3.638.943 3.583.834 3.454.845 3.240.041 3.032.009 3.023.822 2.964.149 2.855.730 2.815.007 2.697.979 2.677.456 2.555.370 2.531.833 2.273.422 2.171.267 2.137.141 2.051.446 1.930.201 1.913.852 1.627.144 3.635.188 2.958.493 1.780.951 1.426.155 1.164.689 1.123.960 1.242.414 1.085.033 999.482 958.347 963.144 973.972 943.981 938.348 914.466 866.976 834.766 742.197 668.359 679.871 720.739 691.221 592.525 647.191 495.308 Belgium : internet market
Belgium -­‐ Share of formats 2013 23% 48% Display Classifieds & directories 29% paid-­‐for-­‐Search TV media in Belgium
Belgium : TV market
Market share Wallonia 2013 – total populaYon Belgium : TV market
Market share Flanders 2013 – total populaYon Belgium : TV market
3 Challenging TV-­‐channels –  VIER (Flanders – Generalist, Open Channel) •  Upscale, AcKves, strong challenger –  VIJF (Flanders – Female, Open Channel) •  Female, Young, –  Libelle TV (Flanders – Digital Channel) •  Spin off biggest female magazine Libelle, Women, all ages 22,4 19,8 Market Shares Sem 2 -­‐ 2013 14,8 14,0 18-­‐54 decision maker purchases 8,8 9,2 18-­‐54 top half social classes 5,2 4,8 VTM VIER 2BE VIJF 3,9 3,0 VITAYA Belgium : TV market
PROFILE ANALYSIS
VIER – VIJF – Libelle TV
38 50 42 20 57 54 43 46 Tot TV VIER+VIJF 60 58 40 42 VTM+2BE+vitaya Tot TV 50 55 19 17 15 12 12 17 15 5 5 6 3 7 4 Tot TV VIER+VIJF VTM+2BE+Vitaya 11 4-­‐12 21-­‐34 45-­‐54 13-­‐20 35-­‐44 55+ SG 1-­‐4 SG 5-­‐8 50 VIER+VIJF ACTIEF 45 VTM+2BE+Vitaya NIET ACTIEF Belgium : evolution media investments
Source: MediaXim Bruto investments Belgium : evolution media investments
1.600.000.000 -­‐0,6% 1.400.000.000 1.200.000.000 1.000.000.000 +2,8% 2013 800.000.000 2014 +7,7% 600.000.000 +3,5% 400.000.000 200.000.000 -­‐0,6% +4,0% -­‐11% +0,4% -­‐ TV Dailies Source: MediaXim Gross investments 2014 Radio Out of Home Magazines Internet Regionale freepress Cinema Mobile Internet Belgium : evolution media investments
Belgium : media investments
1,87% 1,01% 3,53% 3,83% 8,62% 7,52% BUSINESS & IT MAGAZINES 8,31% DAILIES SUPL. MAGAZINES 13,87% 38,53% 9,29% FAMILY MAGAZINES 6,31% FREE REGIONAL PRESS Cinema DAILIEY NEWSPAPERS Out of Home Radio Internet 65,66% 31,67% THEMATIC MAGAZINES Press Television Source: MediaXim Gross investments 2014 WOMEN MAGAZINES Belgium : evolution media investments
Belgium:
Belgium : avid media consumers
avid advertising consumers
7 out of 10 consumers believes that advertising promotes the
growth of the economy.
They consider advertising as the crucial motor for a healthy
competition amongst companies, which improves services and
products and keeps the price level low.
Source : Nielsen for the WFA
Media
landscape
MediaReps InternaKonal Media Services World Trade Center Almere P.J. Oudweg 4 1314 CH Almere T + 31(0)36 841 4880 M +31(0)6 524 33 721 E giovanni@mediareps.nl I www.mediareps.nl