executives survey 2012 market presentation – 25th of april

Executives Survey 2012Market Presentation – 25th of April

Welcome @Living Tomorrow

Ademar/VBO

CCI

De Persgroep Publishing

Corelio

Media Selling Place/VKW

Sanoma Media

Qgroup

IPM Rossel Advertising

Roularta Media Group

Trustmedia

Trevi

Voka

VAR

UWE

2© 2012 TNS

2012: our ambitions 1

The Executives Survey – same objectives

Cover a specific target group by means of a sample that is statistically solid and ready-to-use

A better understanding of the executives’ decision power withinthe companies

Inform the market on goods and services used by executives in their companies

Measure the readership of specialized business titles

1

2

3

4

= to offer a tool for business media-planning

4© 2012 TNS

Executives Survey 2012 | 2012: our ambitions

The Executives Survey 2012 - new focuses Media

More attention to the integration of print and digital audience of paper format vs. digital edition (pdf/app) vs. site

The digital executive : internet activitiesusage of social mediathe digital lifestyle

Further development of the strategic partfunctions of media in professional lifepreferred media for personal interests

New subscribers: Sanoma Media, l’Union Wallonne des Entreprises / Less subscribers for AV-media (South)

Products & AttitudesRemoval of obvious questions (eg. telecom : mobile phone, PC/laptop)Product consumption : travel, finances, cars, luxury goods, telecomShopping behaviour & attitudesFields of interest / social networks (off-line and on-line)

5© 2012 TNS

Executives Survey 2012 | 2012: our ambitions

Hard to understand ... not obvious to count

2

A combi-package: a universe survey, followed by a media and products survey Since 2000, the Executives Survey is the product of two complementary surveys:

A "universe"-survey allowing to construct the executives’ reference universe (survey among HR managers)A media and products survey (survey among executives)

7© 2012 TNS

Executives Survey 2012 | Hard to understand ... not obvious to count

The Universe Survey: definition of an executive An executive = the PRP within the company

A person managing more than 5 employeesA person responsible for amounts over € 25.000A person responsible for purchase of goods and services in the company

Organizational chart

A djunct kader

A djunct kader

A djunct kader

A nder kader

P loegbaas

D iensthoofd

H oofdsubdepartem ent

D epartem entschef(beslaat globaal de volledige

Belgische ondernem ing)

A djunct kader

A djunct kader

A djunct kader

A nder kader

P loegbaas

D iensthoofd


H oofd Bus iness U n ito f onderdee l van de

ondernem ing in Be lg ië

A djunct kader

A djunct kader

A djunct kader

A nder kader

P loegbaas

D iensthoofd


H oofd van eenbedrijfsze tel of fabriek

in Belg ië

A djunct kader

A djunct kader

A djunct kader

A nder kader

P loegbaas

D iensthoofd


H oofd van eengedecentraliseerde eenhe id

(op regionaal of lokaalniveau)

A djunct kader

A djunct kader

A djunct kader

A nder kader

P loegbaas

D iensthoofd


A ndere n iveau 2

Top M anagem ent(Bedrijfleider, zaakwaarnem er,

gedelegeerd bestuurderalgem een directeur, adjunct AD )

Univers10+

Univers20+

Univers50+

Univers500+

"tertiair"

Univers100+

A

B

C

D

E

FNIET

8© 2012 TNS


Universe surveys used for the Executives’ Survey 2012

Companies 10-499 employees: Data out of the Universe Survey 2006-2007 (online interviews with HR managers)

Companies 500+ employees: Data out of the Universe Survey 2002(FtF-in depth-interviews with HR-managers) 2011: online-validation by means of random checks (+/- 15 companies)

Update of the universe applying the most recent andavailable RSZ-data (Q2 2011)

9© 2012 TNS


Universe quantification: update

Base:Only private companies (+ public ‘privatized’ companies 500+)Exclusion of some sectors:

NACE 0 (agriculture, forestry and fishery)NACE 8 (education and health sector)Sample: exclusion of media- and communication companies

Update of the universe based on RSZ-data from 2011 Q2

Calculation of growth in number of employees (per cell: Nielsen X Company size X Sector)

# employees RSZ Q2 2011# employees RSZ Q4 2008

= growth-index = +3.8%

10© 2012 TNS


Update of the Executives’ universe 2012

(RSZ 2011 Q2) : Almost 200.000 executives !

2007 (10+) 2009 (10+) Executives’ Universe 2012 (10+)

Number % Number % Total 10+ % Diff. 2009 Index 2009

NIELSEN

Nielsen I 34478 19.0% 35162 19.0% 36925 19.1% +1763 1.05Nielsen II 54863 30.3% 56059 30.3% 57085 29.6% +1026 1.02Nielsen III 60925 33.6% 61603 33.3% 65091 33.7% +3488 1.06

Nielsen IV 15223 8.4% 15983 8.7% 16726 8.7% +743 1.05Nielsen V 15763 8.7% 15983 8.7% 17093 8.9% +1110 1.07

COMP. SIZE

10-19 28958 16.0% 29397 15.9% 30096 15.6% +699 1.02

20-49 33314 18.4% 33610 18.2% 34668 18.0% +1058 1.0350-99 20928 11.5% 20787 11.3% 22340 11.6% +1553 1.07100-199 23368 12.9% 24630 13.3% 24867 12.9% +237 1.01200-499 28418 15.7% 28991 15.7% 30539 15.8% +1548 1.05

500-999 8646 4.8% 8832 4.8% 9897 5.1% +1065 1.12

1000+ 37620 20.8% 38525 20.9% 40494 21.0% +1969 1.05

NACE

Nace 1+2+3 44571 24.6% 43125 23.3% 39684 20.6% -3441 0.92

Nace 4 14475 8.0% 14985 8.1% 15164 7.9% +179 1.01Nace 5 42496 23.4% 44308 24.0% 45683 23.7% +1375 1.03Nace 6 36872 20.3% 36234 19.6% 34822 18.1% -1412 0.96

Nace 7+9 42838 23.6% 46119 25.0% 57587 29.9% +11468 1.25

TOTAL 181252 100.0% 184771 100.0% 192920 100.0% 8149 1.04

11© 2012 TNS


Portrait of the executive 3

Several approaches ...

13© 2012 TNS

Executives Survey 2012 | Portrait of the executive

The executive as a person

'A committed and curious balance-seeker'

Occupying a leading position:

On average, decision powerwithin 16 areas (out of 29)

More than 6 out of 10 executivesmanage 10 people or more

Careful towards his/her own andfamily's future:

3 out of 4 executives save at least 10% of their salaryFocus on safe investments (crisis)Retirement saving plan (85%)Life insurance (81%)

Multilingual and highly educated:

Active knowledge of Dutch-French- English is not an exception (68%)28% has a post-university degreeAlways ready to follow additional courses (9/10 last year /1/4 last month)

Professional life often dominateshis/her private life

(subscribed by 80% of the executives)

14© 2012 TNS


Executives have a wide range of areas of interest

Base: All executives (n=1269 / N=192.9)

%very + moderately interested

95%

93%

92%

91%

87%

86%

79%

77%

74%

66%

15© 2012 TNS


The executive as a consumer

77%

71%

67%

64%

59%

53%

50%

45%

39%

39%

34%

20%

28%

20%

18%

19%

15%

9%

13%

12%

13%

10%

7%

7%

Regularly search info interesting products/services

Pay more for time saving purchase

Pay more for environmentally friendly products

Convincing others of my ideas

Pay more for original brands

Family/friends ask purchasing advice

Talk to others about recently seen products

Inform others new products

Does often impulsive purchases

Brand choice identifies me

Feel attracted to luxury goods

Spot new products/brands

Perfectly + somehow

Perfectly

To what extent does this statement apply to you?

‘Rationality rules’: Communicative brand believers


16© 2012 TNS


Maybe ‘not attracted by luxury goods’,but absolutely fond of comfort

59%

31%

31%

22%

19%

17%

16%

16%

10%

23%

Parfum & cosmetics

Shoes

Clothing

Wine

Leathers goods

Watches

Jewels

Suits

Pens

Other accessories

Luxury goods bought in the past 12 months


Ownership

17© 2012 TNS


http://www.gardenhottub.org/wp-content/uploads/2011/01/jacuzzi9.jpg

http://superquero.files.wordpress.com/2010/07/prada_icon.jpg

The executive as a ‘connected’ citizen

43%

42%

17%

16%

14%

10%

9%

9%

8%

7%

7%

4%

1%

18%

Sports club

Social network online

Interest or Action group

Culture club

Business club

Service club

Hobby club

Third world organisation

Nature/environment club

Political party

Social work

Religious organisations

Investment club

None


‘Continuously investing in his/her network’

Are you member of one of the following organisations, associations or groups?

18© 2012 TNS


Not only in real life ...but also via the Internet

54%44% 40% 37%

17%6% 1%

31%

35%

22%36%

42%

9%7%

12%19%

17%

20%

36%

16%

18%

2% 1%

19%

5% 4%

66%71%

2% 2% 2% 2% 2% 3% 3%

Facebook Skype Twitter Plaxo Hyves

Don't know + not applicable

Never heard of

Just know it by name

Got a basic idea of this service/ website

Absolutely familiar with this service/ website

Degree of familiarity with Internet services


19© 2012 TNS


The executive as a digital travellerIntroducing …

Digital Life

20© 2012 TNS


Some digital lives are more important than othersPeople, also executives, lead different digital lifestyles

High

High

Low

Low

Internet is commoditisedMakes my life more efficient

Internet is functionalIt helps me to be productive

Internet is pivotalIs the centre of my life

Internet is aspirationalHelps me achieve my goals

Involv

em

en

t

Consumption

21© 2012 TNS


The Digital Lifestyles

INFLUENCERSThe internet is an integral part of my life. I’m young and a big mobile internet user and generally access everywhere, all of the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.

INFLUENCERSThe internet is an integral part of my life. I’m young and a big mobile internet user and generally access everywhere, all of the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.

NETWORKERSThe internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online.

NETWORKERSThe internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online.

ASPIRERSI’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.

ASPIRERSI’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.

KNOWLEDGE-SEEKERSI use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.

KNOWLEDGE-SEEKERSI use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.

COMMUNICATORSI just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.

COMMUNICATORSI just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.

FUNCTIONALSThe internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and security. I am older and have been using the internet for a long time.

FUNCTIONALSThe internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and security. I am older and have been using the internet for a long time.

22© 2012 TNS


Executives in Belgium: a mix of functionals (especially older executives), networkers (younger executives) and knowledge-seekers

17%

36%

51%

40%

60%

21%

6%

1%

2%

1%

14%

16%

15%

15%

15%

21%

9%

17%

11%

10%

22%

28%

39%

20%1%

2%

1%

2%

1%

0%

Population

Population

All executives

Executives 15-44 y.o.

Executives 45+

Functionals Aspirers Knowledge-Seekers Communicators Influencers Networkers Unallocated


23© 2012 TNS


Field 2012 4

Datacollection

A solid and steady methodology :Mixed method (centralized recruitment by phone followed by face to face or online interviews) Average duration of the interviews : 43’Fixed structure of questionnaire and applied tools (logos, rotation, usage of booklet, …)Quotas (disproportional to company size)Weighing procedure : Nielsen x Nace x Size

Fieldwork period (9 months): End of March 2011 – Mid-July 2011Mid-September 2011 – Mid-February 2012

Sample size: 1 269 interviews (1 out of 152 executives)CAPI FtF: 1.084 (85%)CAWI: 185 (15%)

25© 2012 TNS

Executives Survey 2012 | Field 2012

Sample evaluationExecutives’ Universe Sample distribution 2012 (2009)

Number % Number (09) % Ratio: 1 out of ...

SIZE

10-19 30096 15.6% 249 (227) 19.6% 121 (130)

20-49 34668 18.0% 258 (221) 20.3% 134 (152)

50-99 22340 11.6% 165 (198) 13.0% 135 (105)

100-199 24867 12.9% 168 (167) 13.2% 148 (147)

200-499 30539 15.8% 202 (180) 15.9% 151 (161)

500-999 9897 5.1% 66 (87) 5.2% 150 (102)

1000+ 40494 21.0% 161 (166) 12.7% 252 (232)

NACE

Nace 1+2+3 39684 20.6% 268 (333) 21.1% 148 (130)

Nace 4 15164 7.9% 138 (70) 10.9% 110 (214)

Nace 5 45683 23.7% 323 (328) 25.5% 141 (135)

Nace 6 34822 18.1% 219 (158) 17.3% 159 (229)

Nace 7+9 57587 29.9% 321 (357) 25.3% 179 (129)

NIELSEN

Nielsen I 36925 19.1% 280 (285) 22.1% 132 (123)

Nielsen II 57085 29.6% 377 (466) 29.7% 151 (120)

Nielsen III 65091 33.7% 286 (232) 22.5% 228 (266)

Nielsen IV 16726 8.7% 155 (121) 12.2% 108 (132)

Nielsen V 17093 8.9% 171 (142) 13.5% 100 (113)

TOTAL 192920 100.0% 1269 (1246) 100.0% 152 (148)

26© 2012 TNS


Sample evaluationHIERARCHICAL LEVEL X COMPANY SIZE

- BEFORE WEIGHING

10-19 20-99 100-499 500+500+

servicesTOTAL

A 249 289 138 31 29 736

B 134 164 45 48 391

C1 40 26 13 79

C2 28 10 8 46

D1 3 2 5

D2 4 3 7

E1 4 4

E2 1 1

TOTAL 249 423 370 119 108 1269

33%

67%

Target within 500+:60% A-B / 40% C-D-E

27© 2012 TNS


Sample evaluation

INTERVIEW LANGUAGE X REGION - BEFORE WEIGHING

TOTAL Nielsen I Nielsen II Nielsen III Nielsen IV Nielsen V

Dutch 762 (60%) 280 (100%) 377 (100%) 105 (37%)

French 507 (40%) 181 (63%) 155 (100%) 171 (100%)

TOTAAL 1269 280 377 286 155 171

Target:Total : 60% NL / 40% FR

Nielsen III : 40% NL / 60% FR

28© 2012 TNS


2012 versus 2009: evolution of the universe

5

Executives Survey 2012: evolution of universe (%)Person

70

30

0 1

9

06

36

48

36

76

24

1 17

17

37

47

28

Male Female Primary Lowersecundary

Highersecundary

Lowervocational

Highervocational

Higher NonUniv

Univ Post-Univ

1

17

3731

14

1

11

2421

27

17

1

12

3137

17

29

21 20

33

18

<25 25-34 35-44 45-54 55-64 65 + 1 2 3 4 5 or +

GENDER EDUCATION

AGE FAMILY SIZE

2009 (n=1246) 2012 (n=1269) Base: All executives

30© 2012 TNS

Executives Survey 2012 | 2012 versus 2009: evolution of the universe

37

62

1 1

40

54

61

24

38

13 1510

35

62

2 1

34

56

100

24

37

13 13 12

French Dutch English Other French Dutch English Other NielsenI

NielsenII

NielsenIII

NielsenIV

NielsenV

Executives Survey 2012: evolution of universe (%) Person

17

8 9 7 71 3

1419

610

1810 7 8 8

1 4

15 146 9

Antwerpen Brussels Hainaut Limburg Liège Luxembourg Namur Oost-Vlaanderen

VlaamsBrabant

BrabantWallon

West-Vlaanderen

LANGUAGE PRIVATE LANGUAGE PROFESSIONAL

PROVINCE

NIELSEN


31© 2012 TNS


34

66

8

22

13

2219

7 9

37

63

4

23

12

24 21

7 10

Yes No None 1-5 6-9 10-20 21-50 51-99 100+

4437

95

1 2 0 2

54

32

7 5 1 00 0

TopManagement

(A)

Headdepartment

(B)

DeputyHead Dept

(C1)

HeadSubdepartment

(C2)

DeputyHead Subdept

(D1)

Chief ofService

(D2)

Deputy Chiefof Service

(E1)

Foreman

(E2)

Executives Survey 2012: evolution of universe (%) PersonHIERARCHY

OWNER

2009 (n=1246) 2012 (n=1269)

REPONSIBLE OVER … PEOPLE

Base: All executives

32© 2012 TNS


4 1 2

13

162 2 2

10

16

Administrative Buying Sales Marketing Logistics Other

44

11 9 73 2

54

95 6 3 1

General Management Human Resources Commercial Finances/Accounting Technical /Production

ICT

Executives Survey 2012: evolution of universe (%) PersonMAIN FUNCTION


33© 2012 TNS


16

28

7 8 61 2

9 12

2

10

1826

7 7 61 2

10 12

210

Antwerpen Brussels Hainaut Limburg Liège Luxembourg Namur Oost-Vlaanderen

VlaamsBrabant

BrabantWallon

West-Vlaanderen

19

30 33

9 9

23

8

2420

2519

3034

9 9

21

8

2418

30

Nielsen I Nielsen II Nielsen III Nielsen IV Nielsen V NACE1+2+3

NACE 4 NACE 5 NACE 6 NACE 7+9

Executives Survey 2012: evolution of universe (%) CompanyNIELSEN

PROVINCE

2009 (n=1246) 2012 (n=1269)

NACE (SECTOR)

Base: All executives

34© 2012 TNS


Media Results 2012 - Strategic part

6

Media consumption on an average day

# executives(in '000)

77%

45%

80%

94%88%

71%

39%

79%

95%89%

0.3% 0.7%

136 76 152 183 172 1.4

Dailies Magazine TV Radio Websites Cinema

2009 2012


36© 2012 TNS

Executives Survey 2012 | Media Results 2012 - Strategic part

Media consumption in a professional context on an average day

# executives(in '000)

84% 86%

59% 61%

94%88%

94%

54% 57%

99%

9.0% 6.6%

119 71 83 104 170 0.1


2009 2012

Base: Executives using these media on an average day

37© 2012 TNS


Professional usefulness of media on an average day

6333 25

47

147

63

3971

81

24

8

3

38

3918

16

1

1

1

2

1

93% 95% 63% 70% 99% 9%

92% 89% 72% 72% 99% 21%


Very useful Rather useful Rather useless Realy useless

2009

# executives (in '000)

% useful (Top+2)

2012


38© 2012 TNS


Media consumption per daypart on an average day

132141

5242 38

98

18

42

103

63

101

0.1 1.1

50

36

23

79

2622

1

12 11

28

157169

0351

44

451

60

7 2

6257

78

0.10000 0.1

< 6h 6-9h 9-12h 12-14h 14-16h 16-18h 18-20h >20h


# executives (in '000)


39© 2012 TNS


Usage of media for professional purposes

DailiesMagazine

sRadio TV Internet

None of these

Current affairs follow-up 71% 40% 68% 77% 68% 0%

Economy follow-up 73% 48% 49% 63% 66% 1%

Market follow-up 42% 62% 19% 21% 76% 7%

Competitors' activities and plans 25% 41% 10% 10% 71% 20%

Personal job opportunities 26% 8% 1% 1% 54% 40%

Recruitment of personnel 42% 18% 2% 1% 64% 24%

Information on useful goods and services 18% 45% 6% 7% 87% 8%

Selection of suppliers 5% 19% 1% 2% 73% 23%

Prospection 21% 32% 6% 5% 63% 29%

Advertising 34% 49% 17% 13% 56% 22%


Which of the following media do you use regularly for …?

40© 2012 TNS


Usage of media for personal interests

DailiesMagazine

sRadio TV Internet

None of these

News and politics 77% 47% 58% 72% 60% 1% 1%

Tourism/travel 19% 50% 4% 21% 82% 0% 3%

Health 23% 64% 11% 25% 53% 0% 8%

Science and technology 27% 58% 16% 37% 57% 0% 5%

Interior decoration 17% 77% 3% 20% 42% 0% 7%

ICT/internet 9% 33% 3% 4% 81% 0% 10%

Arts & Culture 33% 56% 21% 32% 48% 2% 8%

CD - music 15% 26% 64% 24% 58% 0% 6%

Cooking 12% 52% 7% 44% 43% 0% 12%

Sports 59% 31% 39% 65% 50% 0% 6%

Movies 24% 27% 14% 42% 46% 21% 7%

Wine/whisky 13% 43% 3% 8% 36% 0% 33%

Cars 21% 55% 6% 22% 54% 1% 12%

Fashion 17% 73% 4% 26% 28% 1% 12%

Base: All executives – interested in the topic

Which of the following media do you use to inform on …?

41© 2012 TNS


Tactical media part: some important remarks

Please keep in mind that, for press, comparison with results from previous editions is difficult as a split was made between paper versions and digital editions (for dailies and weeklies). Therefore, no comparisons with the 2009 edition are reported.

Only results for individual titles, combinations within the same media and combinations of paper versions and digital editions (as well as the combination with their site) have been included in this report. Results for other multimedia-combinations can be found on both website and mediaplanning softwares.

42© 2012 TNS


Questionnaire: Tactical media part

For all measured titles (press, TV, radio, website)Global audienceAudience last period (“When have you personally read / watched / listened / visited … for the last time?“)FrequencyContext of usage (private – professional)Professional usefulness

43© 2012 TNS


Questionnaire: Tactical media part

For print titles (when applicable) paper : Hier ziet u een reeks logo’s van dagbladen. Bekijk ze één voor één en geef voor elke titel aan of u tijdens de laatste maanden een nummer –zelfs een oud - bij u thuis, op het kantoor, of ergens anders persoonlijk heeft gelezen, doorkeken of doorbladerd? Let op: het gaat hier om de papieren versie van het dagblad.Voici une série de logos représentant chacun un quotidien. Veuillez les regarder un à un et indiquez pour chaque titre si, au cours des derniers mois, vous en avez personellement lu, parcouru ou feuilleté un numéro – même ancien - chez vous, au bureau ou ailleurs. Attention: il s’agit ici de la version papier du quotidien.

site : Nu volgt een lijst van sites. Kunt u voor elk van deze sites aangeven of u deze persoonlijk tijdens de laatste maanden heeft bezocht, hetzij bij u thuis, hetzij op kantoor of ergens anders?Voici une liste de sites. Pouvez-vous indiquer, pour chacun de ces sites, si vous l’avez personnellement consulté au cours des derniers mois, que ce soit chez vous, au bureau ou ailleurs?

digital publication : Leest u wel eens edities van dagbladen, tijdschriften of magazines in een elektronisch formaat via uw PC of laptop, of via een ander mobiel apparaat zoals een GSM, smartphone of tablet PC? Let op, het gaat hier niet om het bezoeken van de website, maar wel om het lezen van de originele versie van een krant, tijdschrift of magazines (of uittreksels daaruit) in een electronische versie (bijv. pdf-bestand, applicatie, ...).Lisez-vous quelquefois les éditions de quotidiens, revues ou magazines sous format électronique via votre ordinateur fixe ou ordinateur portable, ou via un autre appareil mobile comme un GSM, smartphone ou tablette PC? Attention, il ne s’agit pas ici de la visite du site web mais bien de la lecture de la version originale d’un journal, d’une revue ou d’un magazine (ou des extraits) en version électronique (par ex. fichier pdf, application, …).

44© 2012 TNS


Results 2012 - Press 7

Total reach & average issue readershipPaper versions

AIR TOTAL

'000 % '000 %

DAILIES 192.9 100 192.9 100

De Tijd 27.6 14,3 74.0 38,3

De Standaard 26.9 14,0 79.2 41,0

Het Nieuwsblad/De Gentenaar 23.4 12,1 61.4 31,8

Het Laatste Nieuws/De Nieuwe Gazet 18.2 9,4 60.7 31,4

Le Soir 17.6 9,1 64.7 33,6

De Morgen 14.1 7,3 55.2 28,6

L’ Echo 12.9 6,7 41.7 21,6

Sudpresse 10.8 5,6 33.3 17,2

La Libre Belgique / Gazette de Liège 10.5 5,4 43.5 22,5

La Dernière Heure / Les Sports 6.3 3,2 34.1 17,7

L’ Avenir 6.0 3,1 27.0 14,0

Universe: national


46© 2012 TNS

Executives Survey 2012 | Results 2012 - Press


AIR TOTAL

'000 % '000 %

DAILIES – COMBINATIONS 192.9 100 192.9 100

PNU Dailies 51.9 26,9 135.6 70,3

Corelio 51.8 26,8 121.8 63,1

Corelio Noord 46.1 23,9 103.2 53,5

De Tijd + L'Echo 37.7 19,6 99.3 51,5

De Standaard + La Libre Belgique/Gazette de Liège

36.1 18,7 104.0 53,9

De Persgroep Dailies 29.4 15,3 89.4 46,3

Rossel Dailies 25.5 13,2 74.6 38,7

La Libre Belgique + La Dernière Heure 15.3 7,9 55.4 28,7

Universe: national


47© 2012 TNS



AIR TOTAL

'000 % '000 %

SUPPLEMENTS DAILIES 192.9 100 192.9 100

De Standaard Magazine 36.9 19,1 64.1 33,3

Sabato 29.3 15,2 48.4 25,1

De Morgen Magazine 24.9 12,9 45.5 23,6

Het Nieuwsblad Magazine 23.3 12,1 37.7 19,6

Netto 22.8 11,8 44.9 23,3

Mon Argent 9.5 4,9 30.3 15,7

Deuzio 3.2 1,6 4.4 2,3

Netto + Mon Argent 31.1 16,1 69.5 36,0

Universe: national


48© 2012 TNS



AIR TOTAL

'000 % '000 %

DAILIES + SUPPLEMENTS 192.9 100 192.9 100

De Standaard + De Standaard Magazine 45.8 23,7 83.9 43,5

De Tijd + Sabato NL + Netto 42.8 22,2 78.5 40,7

Het Nieuwsblad/De Gentenaar + magazine 33.4 17,3 66.1 34,3

De Morgen + De Morgen Magazine 29.5 15,3 59.8 31,0

L’Echo + Sabato FR + Mon Argent 20.8 10,8 37.5 24,6

L'Avenir + Deuzio 7.2 3,7 27.2 14,1

Universe: national


49© 2012 TNS



AIR TOTAL

'000 % '000 %

WEEKLIES 192.9 100 192.9 100

Trends - Trends/Tendances 51.7 26,8 112.8 58,5

Knack 44.6 23,1 86.4 44,8

Humo 38.1 19,7 67.5 35,0

Knack Weekend 36.1 18,7 69.7 36,1

Le Vif/ L’ Express 22.8 11,8 53.5 27,7

Moneytalk NL+FR 20.3 10,5 48.4 25,1

Le Vif Weekend 18.3 9,5 41.8 21,7

Data News NL+FR 12.0 6,2 23.4 12,1

Moustique 11.6 6,0 19.6 10,2

Paris Match 10.6 5,5 29.4 15,2

Universe: national


50© 2012 TNS



AIR TOTAL

'000 % '000 %

WEEKLIES - COMBINATIONS 192.9 100 192.9 100

Knack + Vif + Knack WE + Vif WE 78.0 40,4 134.5 69,7

Knack + Vif 64.8 33,6 128.0 66,4

Knack WE + Vif WE 52.5 27,2 101.5 52,6

Humo + Moustique 48.8 25,3 83.7 43,4

Universe: national


51© 2012 TNS



AIR TOTAL

'000 % '000 %

FORTNIGHTLIES 192.9 100 192.9 100

Z.O. Magazine 20.4 10,6 36.8 19,1

Universe: national


52© 2012 TNS



AIR TOTAL

'000 % '000 %

MONTHLIES 192.9 100 192.9 100

Voka nl 55.0 28,5 63.9 33,1

Voka Tribune 30.8 16,0 36.6 19,0

Forward NL+FR 19.8 10,3 25.7 13,3

CCI Wallonie 19.1 9,9 27.4 14,2

Ondernemen 17.3 8,9 23.4 12,1

Industrie TM NL+FR 16.7 8,7 23.1 12,0

Dynamiek - Entreprendre (CCI Bruxelles) 13.5 7,0 22.3 11,5

Universe: national


53© 2012 TNS



AIR TOTAL

'000 % '000 %

MONTHLIES - COMBINATIONS 192.9 100 192.9 100

Voka nl + Vokatribune + CCI Wallonie +CCI Bruxelles

86.5 44,9 103.1 53,5

Voka nl + CCI Wallonie + CCI Bruxelles 79.7 41,3 97.6 50,6

Voka nl + Vokatribune 62.3 32,3 70.1 36,3

CCI Wallonie + Bruxelles 29.6 15,3 42.0 21,8

Universe: national


54© 2012 TNS



AIR TOTAL

'000 % '000 %

BIMONTHLIES 192.9 100 192.9 100

Dynamisme 10.1 5,3 11.8 6,1

Universe: national


55© 2012 TNS



AIR TOTAL

'000 % '000 %

MIXED PERIODICITIES 192.9 100 192.9 100

Roularta Print 113.2 58,7 162.9 84,5

R Business 66.4 34,4 122.3 63,4

Universe: national


56© 2012 TNS


Digital editions (pdf/app) and their added value (compared to paper editions)

17%

16%

14%

11%

10%

9%

7%

6%

6%

4%

3%

14%

14%

12%

9%

9%

7%

7%

5%

6%

3%

3%

De Standaard

De Tijd

Het Nieuwsblad/De Gentenaar

Het Laatste Nieuws/De Nieuwe Gazet

Le Soir

De Morgen

L’ Echo

La Libre Belgique / Gazette de Liège

Sudpresse

La Dernière Heure/ Les Sports

L’ Avenir

Paper + Digital Paper

'000 '000 Index

26.9 33.0 123

27.6 30.6 111

23.4 26.2 112

18.2 21.5 118

17.6 19.9 113

14.1 16.5 117

12.9 14.3 111

10.5 11.9 113

10.8 11.1 103

6.3 6.9 110

6.0 6.7 112

Average: 113

DAILIES – Average Issue Readership


57© 2012 TNS


Digital editions (pdf/app) and their added value (compared to paper editions)

29%

24%

20%

19%

12%

10%

7%

27%

23%

20%

19%

12%

10%

6%

Trends - Trends/Tendances

Knack

Humo

Knack Weekend

Le Vif/ L’ Express

Le Vif Weekend

Data News NL+FR

Paper + Digital Paper

'000 '000 Index

51.7 56.0 108

44.6 46.1 103

38.1 38.2 100

36.1 36.8 102

22.8 23.4 103

18.3 18.4 101

12.0 13.1 109

Average: 104

WEEKLIES – Average Issue Readership


58© 2012 TNS


Results 2012 - Websites 8

Total reach & audience last periodALP TOTAL

'000 % '000 %

WEBSITES 192.9 100.0 192.9 100.0

destandaard.be 48.6 25,2 56.5 29,3

hln.be + 7sur7.be 43.0 22,3 55.2 28,6

tijd.be 37.6 19,5 45.8 23,7

nieuwsblad.be 30.6 15,9 39.3 20,4

lesoir.be 26.9 13,9 36.3 18,8

trends.be 24.0 12,5 36.5 18,9

demorgen.be 21.3 11,1 28.3 14,6

lalibre.be 17.4 9,0 22.7 11,7

lecho.be 16.7 8,6 21.5 11,1

dhnet.be 13.9 7,2 19.8 10,3

knack.be/nieuws 11.9 6,2 19.8 10,3

voka.be 9.3 4,8 17.6 9,1

sudpresse.be 8.1 4,2 11.8 6,1

lavenir.net 7.0 3,6 12.5 6,5

datanews.be 6.3 3,3 8.6 4,5

levif.be/info 5.2 2,7 12.3 6,4

knackweekend.be + vifweekend.be

4.0 2,1 9.5 4,9

LAST PERIOD = WEEK

Base: All executives(n=1269 / N=192.9)

60© 2012 TNS

Executives Survey 2012 | Results 2012 - Websites

Total reach & audience last period

ALP TOTAL

'000 % '000 %

WEBSITES - COMBINATIONS 192.9 100.0 192.9 100.0

Corelio online + IPM online 84.5 43,8 100.7 52,2

Corelio Noord online + IPM online

82.0 42,5 96.6 50,1

PNU online 74.7 38,7 92.6 48,0

Corelio online 68.2 35,3 81.9 42,4

Pure Business 63.4 32,9 78.2 40,5

Corelio Noord online 62.8 32,6 72.9 37,8

De Persgroep online 56.1 29,1 69.4 36,0

tijd.be+lecho.be 47.5 24,6 58.4 30,2

Knack/Vif.be koepelsite 37.6 19,5 55.0 28,5

nieuwsblad.be + lavenir.net 36.6 19,0 49.2 25,5

Rossel online 31.2 16,2 41.1 21,3

lalibre.be + dhnet.be 25.7 13,3 32.4 16,8

knack.be + levif.be 16.2 8,4 27.6 14,3

LAST PERIOD = WEEK

Base: All executives(n=1269 / N=192.9)

61© 2012 TNS


Total reach & audience last period

ALP TOTAL

'000 % '000 %

WEBSITES 192.9 100.0 192.9 100.0

destandaard.be 30.4 15,7 56.5 29,3

hln.be + 7sur7.be 24.9 12,9 55.2 28,6

tijd.be 22.0 11,4 45.8 23,7

nieuwsblad.be 17.1 8,9 39.3 20,4

lesoir.be 11.3 5,9 36.3 18,8

demorgen.be 10.0 5,2 28.3 14,6

lecho.be 7.0 3,6 21.5 11,1

dhnet.be 6.4 3,3 19.8 10,3

lalibre.be 5.9 3,0 22.7 11,7

sudpresse.be 4.6 2,4 11.8 6,1

lavenir.net 2.5 1,3 12.5 6,5

LAST PERIOD = DAY


62© 2012 TNS


Websites and their added value (compared to paper+digital)

25%

21%

20%

18%

13%

11%

9%

7%

6%

6%

4%

17%

16%

11%

14%

10%

9%

7%

6%

6%

4%

3%

De Standaard

De Tijd



Le Soir

De Morgen

L’ Echo


Sudpresse


L’ Avenir

Paper + Digital + Site Paper + Digital

'000 '000 Index

33.0 48.2 146

30.6 41.0 134

21.5 38.4 179

26.2 35.4 135

19.9 25.5 128

16.5 21.9 133

14.3 18.1 126

11.9 14.2 119

11.1 12.2 109

6.9 11.7 168

6.7 8.3 127

Average: 137


DAILIES – Average Issue Readership / Audience Last Periode (ALP sites = day)

63© 2012 TNS



31%

28%

27%

23%

19%

15%

12%

12%

9%

8%

6%

17%

11%

16%

14%

10%

9%

7%

6%

4%

6%

3%

De Standaard


De Tijd


Le Soir

De Morgen

L’ Echo



Sudpresse

L’ Avenir


'000 '000 Index

33.0 59.7 181

21.5 53.6 250

30.6 51.4 169

26.2 44.8 171

19.9 35.8 180

16.5 29.4 180

14.3 24.0 168

11.9 22.9 192

6.9 17.9 258

11.1 14.5 129

6.7 11.6 176

Average: 187


DAILIES – Average Issue Readership / Audience Last Periode (ALP sites = week)

64© 2012 TNS



34%

26%

20%

13%

10%

8%

29%

24%

19%

12%

10%

7%

Trends - Trends/Tendances

Knack

Knack Weekend

Le Vif/ L’ Express

Le Vif Weekend

Data News NL+FR


'000 '000 Index

56.0 65.3 117

46.1 50.8 110

36.8 38.0 103

23.4 25.5 109

18.4 19.0 104

13.1 14.5 110

Average: 109


WEEKLIES – Average Issue Readership / Audience Last Periode (ALP sites = week)

65© 2012 TNS


Results 2012 – Audiovisual 9

TV – Total Reach & Audience Last Period

ALP TOTAL

'000 % '000 %

TV 192.9 100 192.9 100

Kanaal Z 6.8 3,5 62.1 32,2

Canal Z 4.0 2,1 20.9 10,8

TV - COMBINATIONS 192.9 100 192.9 100

Kanaal Z + Canal Z 10.2 5,3 80.4 41,7

Universe: national


67© 2012 TNS

Executives Survey 2012 | Results 2012 – Audiovisual

Radio – Total Reach & Audience Last Period

ALP TOTAL

'000 % '000 %

RADIO 192.9 100 192.9 100

Radio 1 69.7 36,1 88.7 46,0

Studio Brussel 35.1 18,2 63.7 33,0

Q-music 26.8 13,9 44.2 22,9

Radio 2 21.4 11,1 40.3 20,9

MNM 19.3 10,0 30.8 16,0

Joe fm 15.4 8,0 29.1 15,1

RADIO - COMBINATIONS 192.9 100 192.9 100

SuperSelexy Business 89.7 46,5 115.5 59,9

Qgroup 36.4 18,8 56.6 29,3

Universe: national


68© 2012 TNS

Executives Survey 2012 | Results 2012 – Audiovisual

Access to the survey 10

Terms of access

Communication and media buying agencies (mediaplanners) can use this survey for any analysis and recommendation towards their clients. Media and sales houses that are not subscribing the survey, are not allowed to use the data.

Any advertiser, with exclusion of non-subscribing media or sales houses, is allowed to use survey results for internal purposes.

70© 2012 TNS

Executives Survey 2012 | Access to the survey

Access to the survey

WEBSITE Introduction and methodologyProfile-cardsQuestionnaire

www.kaderledenstudie.bewww.cadresetdirigeants.be

MEDIAPLANNING-SOFTWARE:GalileoSesamePressure

71© 2012 TNS

Executives Survey 2012 | Access to the survey

executives survey 2012 market presentation – 25th of april

Documents

products survey survey

tnsexecutives survey

ambitionsthe executives

countthe universe survey

exclusion of media

hr managersa media

business mediaplanning4

employees rsz q2