MARKETOVERVIEW

 
Netherlands

General Information

Demographics
Land area
5 857 283
 km2
Total population
1 574 989
Households
7 386 000
  
 
Economics
GDP
585 728.3
  
GDP per capita
34 680
 
PPS
529020.4
  
PPS per capita
31 917
 
GDP/PPS
110.7%
Inflation rate 2008
1.60%
Inflation rate 2009
2.20%
Inflation rate 2010
1.00%
Inflation rate 2011 (forecast)
0.90%
Currency
EUR
  
Exchange rate 2010 EUR/EUR
1.000
Exchange rate 2009 EUR/EUR
1.000
Rate 2010/2009
1.0
Equipment/household

General

% of HH

Cars
84.4%
TV
98.0%
Terrestrial TV
11.5%
Cabled Households
81.6%
Satellite Households
6.2%
PC with Internet at home
81.3%
 

Radio

% of Pop

Any type
N/A
Alarm clock
72.0%
Car set
76.0%
mp3 player/iPod
45.0%
Mobile phone
N/A

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Radio Landscape

Market Structure: Stations
No. of stations/networks in country
10 networks
No. of stations/networks that sell advertising
10 networks
No. of sales houses (excluding direct sales)
10
No. of sales houses that collect 80% of the radio adspend
4
Total number of spots broadcast
1 866 097
Average spot length
17.99 sec
Daily Average Listening Time
Reference Popluation
10+ (14 441 000)
% Daily Coverage
90.0%
Individual Listening Time
03:20:00
Listener Listening Time
04:42:00

Daily Average Listener Listening Time Per Location
 

Time

No. of People

At home 01:44:00 7 470 237
In the car 00:29:00 2 136 402
At work 00:42:00 3 025 374
Other 00:23:00 1 706 254

Radio Advertising
Radio adspend (Euros)
579 380 000
Radio adspend in % of GDP
0.10%
Radio adspend in % of PPS
0.11%
Radio adspend per capita (Euros)
34.96€
Total number of advertisers
12 251
Total number of radio advertisers
1 560
Audience Shares Per Location

 

Source: CLO RAB/Intomart/GfK

Listening Curve 2010

Source: CLO RAB/Intomart/GfK, 10 yrs ao, 0700-2400 hrs, Monday-Sunday, 2010

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Advertising Expenditures

Gross Advertising Spend Per Media (Millions of EUR)

2008

2009

2010

Adspend

% Total

Adspend

% Total

Adspend

% Total
Sponsorship TV Excl   Excl   Excl  
Public TV
539.9
9.4%
501.3
9.1%
586.5
10.0
Private TV
2 539.2
44.4%
2 559.5
46.6%
2 729.9
46.5%
Total TV
3 079.1
53.9%
3 060.8
55.7%
3 316.4
56.5%
             
Sponsorship Radio Excl   Excl   Excl  
Public Radio
160.5
2.8%
152.8
2.8%
158.5
2.7%
Private Radio
419.5
7.3%
387.8
7.1%
421.2
7.2%
Total radio
580.0
10.1%
540.6
9.8%
579.7
9.9%
 
Cinema
11.7
0.2%
12.2
0.2%
13.2
0.2%
 
Newspapers
919.7
16.1%
918.4
16.7%
972.3
16.6%
Magazines
456.2
8.0%
391.0
7.1%
391.4
6.7%
Other Periodicals
160.1
2.8%
131.5
2.4%
123.4
2.1%
Total Press
1 536.0
26.9%
1 440.9
26.2%
1 487.1
25.3%
 
Outdoor/Transport
274.0
4.8%
260.2
4.7%
326.2
5.6%
 
Internet
235.4
4.1%
178.1
3.2%
145.2
2.5%
             
Total
5 716.2
100.0%
5 492.8
100.0%
5 867.8
100.0%

Share of Media Expenditure - Gross 2010

Weight of 12 global actors - amount of radio spend (in EUR)
Company 2006 2007 2008 2009 2010 2010 2010
          %radio inv.=

Weight of radio in
the media mix

Procter & Gamble
254 150
499 645
441 925
0
151 200
0.03%
0.08%
Unilever
12 720 228
10 179 487
14 158 668
13 744 079
14 828 960
2.56%
5.52%
Henkel
0
389 925
167 502
404 369
644 043
0.11%
2.03%
Master Foods
496 852
616 779
237 194
521 805
630 609
0.11%
1.49%
Nestlé
329 958
257 160
378 387
358 240
759 845
0.13%
1.80%
Kraft
302 405
268 230
0
85 400
54 950
0.01%
0.12%
Ferrero
0
0
0
93 960
89 510
0.02%
0.75%
Coca-Cola
200 470
307 178
566 220
478 805
990 757
0.17%
1.89%
L'Oreal
329 958
552
200 819
186 675
1 320 013
0.23%
1.38%
Danone
0
0
0
0
173 885
0.03%
0.66%
Reckitt Benckiser
0
44 390
182 560
61 560
53 300
0.01%
0.13%
Mc Donalds
1 173 403
2 286 440
1 550 164
2 901 154
1 647 358
0.28%
3.74%

Comment % represented by 12 actors in the total radio spend
3.68%
   

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Market Structure

Market Structure: Players

Radio Adspend (Gross) 2010
     
Sponsorship
 Excluded

Name of Station/Network

Sales House

% Audience Share

EURO

% Market Share

Radio 538 Radio 538/VRON 10.6%
144 085 220
 24.87%
Sky Radio 101 FM Sky Radio Group 8.5%
67 232 390
 11.60%
Radio 3 FM STER 9.5%
66 886 500
 11.54%
Q-Music Q-music 6.7%
72 604 480
 12.53%
Radio 2 STER 9.9%
42 017 615
 7.25%
Radio Veronica Sky Radio Group 5.6%
53 694 655
 9.27%
Radio 1 STER 8.3%
29 387 045
 5.07%
Public Regional Stations ORN 11.9%
17 548 508
 3.03%
Arrow Rock & Arrow Jazz Radio E-Power 1.6%
909 571
 0.16%
E-Power (Commercial Regional Stations) E-Power 4.8%
13 058 173
 2.25%

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Audience Measurement & Legal Restraints

Audience Measurement: Quick Facts
Institute Intomart/GfK
Universe 10+
People represented 14 338 267
In percentage of the total market population 86.5%
Methodology Diaries/radiolog
Sample 10 000
Reference measurement unit (audience base) 15 min
Advertising Placement Legislation: Quick Facts (PSB)
Advertising Authorized
Max amount of advertising time per day 20%
Max amount of advertising time per hour 15%
Min interval between two advertising breaks 30 min
Min length of advertising breaks 1 min

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Price of Advertising

Peak Times

STER

Radio 538

Q Music

Peak times
07:00-10:00
16:00-19:00
07:00-10:00
16:00-19:00
10:00-13:00
Percentage of inventory booked during those times
51%
30%
21%

Rate Cards

STER

Radio 538

Q Music

Publication frequency
4
4
4
Publication times
approx. 6 weeks before start quarterly year
4 to 6 weeks before the next quarter
4 to 6 weeks before the next quarter
Rate card base - standard “time unit”
20 sec
20 sec
1 sec

Reference Cost per Thousand Per Media

Media

C/000 (Euros)

Relative price to Radio

Calculation Basis

Source
Radio N/A 100 30 sec  
TV 14€ N/A 30 sec  
Cinema N/A N/A 30 sec  
Internet N/A N/A 1000 adviews  
Dailies N/A N/A 1 A4/30 x 20 cm, B&W  
Magazines N/A N/A 1/1, 4c  

Monthly Radio Adspend

Month

Monthly breakdown of the total radio adspend in %

January 6.33%
February 6.51%
March 7.78%
April 8.20%
May 8.78%
June 9.17%
July 5.76%
August 5.35%
September 9.90%
October 10.71%
November 11.30%
December 10.21%

Seasonality

Month

STER

Radio 538

Q Music

 

Seasonal variations as % of average annual rate

January 85 90 90
February 85 90 90
March 95 100 100
April 105 110 100
May 105 110 100
June 105 110 100
July 80 80 85
August 80 80 85
September 115 110 100
October 120 110 115
November 120 110 115
December 105 100 115
Pricing

Price index (or price modulation) for commercial advertising
proposed in relation with the price of a 30” spot

STER

Radio 538

Q Music

 

Price Index 30" = 100

Less than 5 sec 17 17 17
05 sec 17 17 17
10 sec 33 33 33
15 sec 50 50 50
20 sec 67 67 67
25 sec 83 83 83
30 sec 100 100 100
35 sec 117 117 117
40 sec 133 133 133
45 sec 150 150 150
50 sec 167 167 167
55 sec 183 183 183
60 sec 200 200 200
More than 60 sec 200 200 200
Other      

 

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For any enquiries regarding these figures, please contact Cécile Benedetti, Research & Marketing Manager

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