executives survey 2012 by tns, results for humo
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Executives Survey 2012
Methodology
Survey by
Universe 192.920 executives
Private companies +10 employees
Sample 1269 interviews
Period End of March 2011 – Mid-July 2011
Mid-September 2011 – Mid-February 2012
Centralized recruitement by phone (CATI): If ‘Yes’: Face-to-face interview, CAPI, at the respondent’s office/workplace
If ‘No’: Proposition to fill out the questionnaire online (CAWI), invitation+link
sent by e-mail
Definition executive
An executive = the MRP within the company!
• A person managing more than 5 employees
• A person responsible for amounts over € 25.000
• A person responsible for purchase of goods and services in the company
Important target group
• Occupying a leading position
– More than 6 out of 10 executives manage 10 people or more
– On average, decision power within 16 areas (out of 29)
• Multilingual and highly educated
– More than 8 of 10 executives has followed a higher education - 47% followed a university
study, 28% even a post-university study
– Active knowledge of Dutch-French-English is not an exception (68%)
• Wealthy
– 47% has a higher net income than € 3000 a month
• Early adopters
– 57% has a smartphone
– 22% has a tablet pc (iPad or other)
Profile executives
24%
37%
13% 13% 12%
0,00%
10,00%
20,00%
30,00%
40,00%
Nielsen I Nielsen Ii Nielsen Iii Nielsen Iv Nielsen V
Nielsen
21%
8%
24%
18%
30%
0,00%
10,00%
20,00%
30,00%
40,00%
Nace 1-2-3 Nace4 Nace 5 Nace 6 Nace 7+9
Nace (sector)
Profile executives
14%
17%
14%
9%
18%
8%
4%
9%
0,00%
5,00%
10,00%
15,00%
20,00%
Turnover (x 1.000.000)
Turnover company
16%
18%
12% 13%
16%
5%
21%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
Number of employees
Profile executives 68% of executives = age
between 35 and 54 years old
Executive functions are
dominated by men (76%)
Age
Gender
Function
Education 47% of executives are
university graduates
54% = general management
Magazines = information
source N°1
48% fashion
41% cooking
34% gardening
32% whine/whisky
58% health/wellness
66% interior decoration 48% arts/culture
39% cars
41% science/technology
Why HUMO?
• High reach
• Young and upscale profile
• High involvement
• An important decision power
• Wide interests & interesting attitudes
• A connected citizen
• Real networkers
Reach HUMO
RLP* Coverage**
Knack 44 600 33,5%
HUMO 38 100 28,3% DS Magazine 36 900 27,9%
Weekend Knack 36 100 27,9%
Trends + Tend. 51 700 26,3%
De Standaard 26 900 19,9%
De Tijd 27 600 19,7%
DM Magazine 24 900 18,3%
De Morgen 14 100 10,2%
* Universe of reference = total universe
** Universe of reference = universe of language
More than 1 out of 4 Dutch speaking executives are weekly HUMO readers
Reach HUMO
Executives, source CIM 2011, Dutch speaking (407.000 persons
Cost/000 idx
HUMO 94 100
Knack 122 130
Ds Magazine 141 149
Weekend Knack 145 154
Dm Magazine 164 174
Morgen 209 221
Standaard 239 253
Trends 298 316
De Tijd 333 354
29,8%
22,2%
14,7%
18,7%
10,3% 11,3%
14,6%
7,5% 8,6%
0%
5%
10%
15%
20%
25%
30%
35%
150 200 250 300 350 400 450 500
De Standaard
HUMO
De Morgen
De Tijd
DM Magazine
Weekend Knack
Knack
Trends
DS Magazine
Young profile
Executives, 25-44y.o., Dutch speaking (51.000 persons
Cost/000 idx
DS Magazine 697 96
HUMO 723 100
Trends+Tt 741 102
Knack 789 109
Dm Magazine 872 121
Weekend Knack 1061 147
De Tijd 1345 186
De Standaard 1871 259
De Morgen 2549 353
23,8%
31,2%
24,4%
27,6%
15,6%
20,6%
17,1%
14,9%
7,4%
0%
5%
10%
15%
20%
25%
30%
35%
70 75 80 85 90 95 100 105 110 115 120
De Standaard
HUMO
De Morgen
De Tijd
DM Magazine
Weekend Knack
Knack
Trends DS Magazine
Upscale profile
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
No higher education Higher educationnon-university
University
9,2%
49,7%
41,1%
7,2%
56,0%
36,8% Universe
HUMO
Education level of the executives
High involvement
% of HUMO readers
Always 68,5
Regularly (3 or 4 editions/month) 14,1
Sometimes (2 editions/month) 8,4
Occasionally (1 edition/month) 7,3
Rarely (< 1 edition/month) 1,6
Frequency of reading
Decision power
Universe* (%) Selectivity HUMO
Education/Training 85,1 108
Human Resources 82,7 105
Office Equipment 75,2 106
Internet 73,1 102
Marketing 68,8 101
Software 68,7 103
Security 68,6 101
Cars 66,4 103
Telecommunication 65,6 107
Hardware 63,2 106
Company Travel Services 61,8 107
Logistics 60,4 114
HUMO reading executives have an important decision power
* Universe of reference
= universe of language
Wide range of interests
Universe* (%) Selectivity HUMO
Politics 97,2 101
Tourism/Travel 92,6 101
Science/Technology/Environment 90,7 104
Health/Wellness 90,0 100
Interior Decorating 86,5 101
Cd Music 85,1 112
Informatica/Internet 84,6 104
Arts/Culture 84,0 107
Sports 77,7 105
Cooking 75,7 101
Movies 72,8 106
Wine/Whisky 72,7 104
Cars 70,0 103
* Universe of reference = universe of language
Attitudes of the HUMO reading executive
I’m an impulsive buyer 112
I Search for product info in media 111
I often talk about products 110
I prefer to buy green products 109
People ask my advice for buying products 108
I’m willing to pay more for original brands 107
I enjoy convincing others 106
I Like to search for novelties 103
A connected citizen
* Universe of reference = universe of language
49%
43%
17%
15%
12%
7%
13%
11%
7%
7%
5%
2%
1%
Sports club
Social network online
Interest or Action…
Culture club
Business club
Service club
Nature/environment…
Hobby club
Third world…
Political party
Social work
Religious…
Investment club
HUMO reading executives are continuously investing in their network …
A connected citizen
* Universe of reference = universe of language
… also via the internet
51%
33% 43%
27%
10%
39%
48% 25% 47%
45%
8% 17%
21% 23%
42%
% 1% 10%
2% 2%
Never heard of
Just know it by name
Got a basic idea of this service/website
Absolutely familiar with thisservice/ website
The digital lifestyles
The digital lifestyles
HUMO reading executives are mainly functionals and networkers
17%
36%
51%
53%
44%
21%
6%
1%
0%
0%
14%
16%
15%
11%
8%
21%
9%
1%
2%
3%
17%
11%
1%
1%
1%
10%
22%
28%
32%
42%
Population
Population
All executives
Humo executives
Humo executives 25-44
Functionals
Aspirers
Knowledge-Seekers
Communicators
Influencers
Networkers
Mediaplanning
The added value of Humo & Moustique in
your mediaplan:
• Weeklies
• Weeklies vs newspapers
Media planning weeklies
Plan A (1/1 Quadri)
Trends 2
Knack 2
WE Knack 2
Humo -
Budget: 62.500 euro
Plan B (1/1 Quadri)
Trends 2
Knack 2
WE Knack 1
Humo 1
Budget: 62.870 euro
Executives
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
49,4%
69,2%
Plan A: withoutHumo
Plan B: with Humo
Target = all executives
59.900
84.000
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
41,7%
67,8%
Target = executives 25-44y
21.100
34.300
Media planning
newspapers vs weeklies
Plan A Dailies
De Standaard 2
De Morgen 2
De Tijd 2
Budget: 70.710 euro
Plan B Weeklies
Trends 2
Knack 2
WE Knack 1
Humo 1
Budget: 62.870 euro
Executives
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
49,4%
69,2%
Plan A: dailies
Plan B: weeklies
Target = all executives
59.900
84.000
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
41,7%
67,8%
Target = executives 25-44y
21.100
34.300
HUMO executives and their …
• Cars
• Telecom
• Business travelling
• Finance
• Luxury goods
• Way of living
Cars
4 out of 5 executives who read HUMO have a company car
and 72% of them has chosen the brand him/herself
TOP
Coverage Selectivity
Large family car 40,2% 129
Luxury car 20,1% 72
4 x 4 car 12,3% 109
Compact car 11,4% 119
Telecom
64% of HUMO reading executives has a smartphone
Business travelling
By airplane
By train
1,3%
19,4%
39,7%
39,0%
Weekly MonthlyYearly Never
0,2%
9,5%
31,5% 57,2%
Weekly MonthlyYearly Never
35% of executives who read HUMO goes at least once a
month on a business trip abroad
Finance
87,9%
80,6%
48,0%
43,1%
42,4%
37,0%
35,1%
31,4%
18,4%
16,8%
9,5%
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%
Pension
Life Insurrance
Insurrances
Sicav
Obligations
Company Credit Card
Stocks
Real Estate
Stock/Options Company
Options
Private Banking
Financial products & services
Luxury goods
Top 5
Perfume
54%
Shoes
41%
Prêt-à-porter
clothing
32%
Wine
24%
Tailor made
clothing
18%
Their way of living
34,2%
33,7%
28,3%
24,1%
23,4%
15,4%
14,2%
13,2%
12,9%
12,8%
10,6%
9,6%
2,7%
0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0%
Alarm
Hifi
Design Products
Art
Tv>€2500
Luxury furniture
Domotica
Antiques
2nd Home Belgium
Jacuzzi, sauna, hammam, ...
Swimming pool
2nd Home Abroad
Yacht
HUMO reading executives who own …
HUMO + Moustique
A national coverage at a competitive price
Reach HUMO+Moustique
RLP* Coverage*
Knack+Le Vif 64 800 33,6%
Weekend Knack+Weekend Le Vif 52 500 27,2%
Trends+Tendances 51 700 26,8%
HUMO+Moustique 48 800 25,3% De Tijd+Echo 37 700 19,6%
Netto+Mon Argent 31 100 16,1%
Sabato NL+FR 29 300 15,2%
* Universe of reference = total universe
More than 1 out of 4 executives are weekly HUMO or Moustique readers
Reach Humo+Moustique
8,1%
17,1%
22,1%
7,9% 6,6%
4,7%
24,5%
0%
5%
10%
15%
20%
25%
30%
35%
150 200 250 300 350 400 450 500
Y-Values
HUMO+Moustique
De Tijd+L’Echo Trends+Tendances
Netto+Mon Argent
WE Knack+WE Le Vif
Knack+Le Vif
Cost/000 idx
Humo + Moustique 100 100
Knack + Le Vif 130 129
Weekend Knack +
Weekend Le Vif 168 167
Trends + Tendances 169 169
Netto + Mon Argent 248 248
Sabato NL + FR 348 347
De Tijd + L’Echo 366 364
Executives, source CIM 2011, national universe (668.000 persons
Sabato NL+FR
Young profile
Executives, 25-44y.o., national universe (84.000 persons
Cost/000 idx
Trends + Tendances 421 63
Humo + Moustique 668 100
Knack + Le Vif 812 122
Netto + Mon Argent 925 139
Weekend Knack +
Weekend Le Vif 1088 163
Sabato NL + FR 1256 188
De Tijd + L’Echo 1442 216
26,0%
29,3% 28,1%
14,2%
21,0%
10,4%
16,1%
0%
5%
10%
15%
20%
25%
30%
35%
50 60 70 80 90 100 110 120
De Tijd+L’Echo
Trends+Tendances
Sabato NL+FR
WE Knack+WE Le Vif
Knack+Le Vif
Netto+Mon Argent
HUMO+Moustique
Media planning weeklies
Plan A (1/1 Quadri)
Trends+Tendances 2
Knack+Le Vif 2
WE Knack+WE Le Vif 2
Humo+Moustique -
Budget: 94.900 euro
Plan B (1/1 Quadri)
Trends+Tendances 2
Knack+Le Vif 2
WE Knack+WE Le Vif 1
Humo+Moustique 1
Budget: 92.155 euro
Executives
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
62,3% 68,7%
Plan A: withoutHumo+Moustique
Plan B: withHumo+Moustique
Target = all executives
120.200132.500
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
59,1%
68,6%
Target = executives 25-44y
49.500
57.500
Media planning
newspapers vs weeklies
Plan A Dailies
De Standaard 2
De Morgen 2
De Tijd + Echo 2
La Libre Belgique 2
Le Soir 2
Budget: 132.400 euro
Plan B Weeklies
Trends+Tendances 2
Knack+Le Vif 2
WE Knack+WE Le Vif 2
Humo+Moustique 2
Budget: 127.710 euro
Executives
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
48,3%
71,1%
Plan A: dailies
Plan B: weeklies
Target = all executives
93.100
137.100
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
40,2%
71,2%
Target = executives 25-44y
33.700
59.700
Contact us
Sanoma Media Communication Solutions
Telecomlaan 5-7
1831 Diegem
tel.: +32 2 776 27 30
marketing@sanomamedia.be
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