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A clear view on the Dutch media brand landscape A study by Interbrand and Tijdschrift voor Marketing

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The state of Dutch media brands.

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A clear view on the Dutch media brand landscapeA study by Interbrand and Tijdschrift voor Marketing

A clear view on the Dutch media brand landscape Interbrand & Tijdschrift voor Marketing Interbrand | Pg. 2

A clear view on the Dutch media brand landscapeA study by Interbrand and Tijdschrift voor Marketing

Why study media brands? At Interbrand, we believe brands are living business assets. They are brought to life across consumer touchpoints,and if properly managed, they create identification, differentiation and value. The key word is here: alive. Brands move, they change and if they want to survive, they must adapt. Brands create economic value, and if they can successfully change, they can secure that value for years to come.

No category or industry is changing faster than media. Lines between “old” and “new” have blurred. The newspaper business model seems on the verge of collapse, while digital players continue to redefine how money is made. Content is being replaced by conversation and “below the line” is often on the top of the marketing plan. In short, the cozy world of media – channels, brands and agencies – has been turned upside down. What remains is a new reality that few understand and no one can completely control.

So, when we were asked by Tijdschrift voor Marketing to understand the new media brand dynamic, we enthusiastically replied: Yes!

In an industry where everything is changing, we conducted a consumer study to understand what is really happening in the Dutch media brand landscape. A study that digs deep into consumer behaviour to understand what they are thinking, what they are doing, which brands they are using, and which brands actually matter. And not surprising, in category in flux, the answers that this study revealed are anything but predictable.

What we didIn February, Interbrand administered a survey to a representative sample of 550 Dutch consumers. The survey included 127 Dutch media brands across the mediums of television, radio, internet, magazines, and newspapers. Additionally, global benchmark

brands as Google, YouTube, and BBC were included. (For a full list of brands included, along with our definition of “Dutch media brand” please see page 7)

The survey measured consumer sentiment on:•Currentandpreferreduseofmediabrands

and types•Choiceofbrandsandmediatypesby

occasion•Dutchmediabrandstrengthconsistingof

awareness, likelihood to choose, overall opinion, and overall satisfaction

Using the survey results as inputs, we identified and ranked the current top Dutch media brands. To get to this ranking, a composite metric was used, based in part on Interbrand’s Brand Strength Scoring methodology. This metric consisted of weighted ratings for each brand on awareness, choice, opinion, and satisfaction, allowing us to arrive at an overall score for each brand.

by Kelly Crouch and Patrick Stal

A clear view on the Dutch media brand landscape Interbrand & Tijdschrift voor Marketing Interbrand | Pg. 3

Why do television brands top the list? Why do some relatively new brands score more highly than older, more well-established brands? How do Dutch consumers think of these brands, and why do they choose them?

Close examination of the survey data reveals 5 key insights that answer these questions and explain what is happening in the Dutch media brand landscape.

The insights•Digital has not only arrived – it has

conquered Dutch consumers use the internet the most and prefer it across most occasions.

•The power of experience Despite a stated preference for digital media, television brands feature prominently on our list. Question: Why? Answer: It’s all about the experience

•The strong have survived Some “old media” traditional Dutch brands, with their clarity, consistency, and high levels of trust, haven’t needed to reinvent themselves to remain relevant in a changing media landscape

•Respect doesn’t (necessarily) pay

Respected brands are only as strong as the views/clicks/listens they generate

•The local brand advantage In a global world, local still matters

1. Digital has not only arrived – it has conqueredThe internet is the most preferred and most used media type of Dutch consumers.

The list shows a snapshot of consumer media brand preferences in the Netherlands and illustrates the dynamics across media types. The interactions between brand and media type are inextricable; whether a consumer chooses a brand or not is in part determined by how they can access that brand. Knowing this, we asked consumers their opinions about media types overall.

As evidence that digital has arrived and conquered, consumers indicate that the internet is not only their most used, but also most preferred media type.

Despite a stated preference for digital media, television brands feature prominently on our list.

The top 25 media brands in the Netherlands

1. SBS 62. RTL 43. NOS4. Hyves.nl5. Nu.nl6. De Telegraaf7. Net 58. Veronica9. RTL 710. TROS11. Radio 53812. Algemeen Dagblad13. VARA14. Sky Radio15. RTL 516. Q Music17. EO18. BNN19. Metro20. 3FM21. Radio 222. VPRO23. Radio 124. de Volkskrant25. Spits Internet

TelevisionRadioMagazinesNewspapers

38.2%

32.6

14.6

95.6

Q1.Please indicate the percentage of time you actually spend with each media type - TV, internet, newspapers, magazines, radio

A clear view on the Dutch media brand landscape Interbrand & Tijdschrift voor Marketing Interbrand | Pg. 4

Rank order of preferred use of media type:1. Internet (mean rank 1,83)2. Television (mean rank 2,0)3. Radio (mean rank 3,44)4. Newspapers (mean rank 3,52)5. Magazines (mean rank 4,21)

Additionally, a preference for the internet is indicated for different types of media moments or “occasions”. The internet is a “category killer” when consumers want to find out about concerts or events, and, not surprisingly, when consumers want contact with others. Given the interactive nature of the internet and its always-on status, digital media has a clear advantage for these occasions.

For “contact with others”, 91% prefer the internet over other media types and Hyves.nl was chosen by 73% of respondents as their primary brand for this occasion

When looking for information on events, concerts, etc., 87% of consumers surveyed prefer the internet For news occasions, the emergence of the internet as the preferred channel is a relatively new phenomenon that continues to have a profound effect on traditional media.

For national and international news: 48% prefer the internet, while 30% prefer to watch television, and only20% prefer newspapers

For local news:43% prefer the internet, while31% prefer newspapers

With these findings in mind, it is no wonder that Hyves.nl and Nu.nl feature prominently in the list.

Hyves.nl is the only social networking site for Dutch people by Dutch people, filling a niche and becoming the local category standard.

Nu.nl delivers against consumer demands to be in the loop at all times. Its speed, accessibility of the short, easy-to-read articles, even the name, clearly positions Nu.nl as the primary destination to know what is happening, right now. According to Dutch consumers, Nu.nl is their second-most preferred destination (after NOS) for national/international news, and the top rated destination for local news.

2. The power of experienceThough Dutch consumers indicate that they prefer the internet overall as a media type and for most occasions, the television brands SBS 6 and RTL 4 hold the top two spots on our list, while a host of other TV brands (Net 5, Veronica, and RTL 7) also feature in the top 10. What has allowed television to retain such significant position in the minds of consumers when overall, internet is the preferred media type?

The answer is in the entertainment experience.

73% of consumers surveyed choose television as their preferred media type for when they “just want to be entertained”The top five brands chosen by consumers when they “just want to be entertained” are television brands - in order, RTL 4, SBS 6, TROS, Net 5, and Veronica.

Clearly, television is still a dominant entertainment force, and the reason for that lies in consumer behaviour. While information and entertainment is ubiquitous on the internet - always accessible, frequently customizable, up to date and connected to communities - sometimes consumers just want to sit in a comfortable place and have an experience with media. A television often lives in the center of a home, surrounded by comfortable seating. It may have a big screen and surround sound, and doesn’t require much user involvement to get to

A clear view on the Dutch media brand landscape Interbrand & Tijdschrift voor Marketing Interbrand | Pg. 5

content. Other media types have a difficult time competing with the experiential dimensions of television viewing.

When the Dutch consumer wants to chill out and relax37% prefer television 23% prefer radio, while15% prefer the internet

Sports and Hollywood gossip are two other entertainment occasions where TV wins. When consumers want to know about the entertainment world, 39% prefer television vs. 35% for the internet, and the top brands chosen were SBS 6 and RTL 4

For sports - related information, NOS is the top choice by a 2-1 margin over the next closest brand, and 34% of Dutch consumers indicate that they prefer television vs. 32% for the Internet.

Even if you watch TV alone, you know that others are tuning in too-- television programs create community by being the talk of the day at school or work. Also, television is comfortably predictable—you know you can turn on the news at 18:00, football on Sunday afternoons, and re-runs of “CSI” after dinner.

Television owns the experience today, but may not in the future. Smartphones, the iPad and FloTV can already deliver programming in a connected mobile setting. Inexpensive program downloads on iTunes, online streaming, and internet-only programming available on blip.tv or Next New Networks have already made entertainment programming available on the internet. As consumers adopt the technology to converge digital and the TV appliance in their homes, the experience advantage enjoyed by TV brands today may not last long

Other media types can deliver an experience, tooWhile television remains the king of entertainment, other “traditional” media outlets are also delivering relevant experiences. The radio experience is not always replicable via the internet, especially during the driving occasion. Top radio brands like Radio 538, SkyRadio, Q-music, and 3FM not only adhere themselves to consumers via their targeted music programming, they also find other ways to deliver experiences, like with Radio 538’s, highly popular “Staat Op” morning program.

Metro and Spits also appear on the list. While an “old media” format, these brands fill a specific experience niche. Metro and Spits understand that consumers want news and information during “dwell times”, like riding on public transportation. They offer free, accessible newspapers at public transportation points. The simple cleverness of this has placed these two newspaper brands on the list of the most aware, chosen, and satisfying media brands within the Netherlands.

3. The strong have survived NOS, TROS and de Telegraaf are 3 of the most traditional “old media” brands in the Dutch media landscape. They are also all near the top of the Top Dutch Media brands list. Why?

These are strong brands that have been well managed over time. Each has presented a clear promise to Dutch consumers and consistently expressed that promise over the years. NOS is perceived as the most trustworthy, independent news and sports channel. De Telegraaf is the most sold Dutch newspaper, and its website one of the most visited in the Netherlands. TROS represents trusted aspects of traditional life in the Netherlands. These brands are strong

because of their clarity and consistency over time such that they remain top choices despite the rapid shift to new media and digital alternatives. And now that that shift has happened, their clear and relevant “reasons for being” allow them to continue to be the brands they have always been. These brands transcend simple media type preferences and although each has a website, these brands show that the strength of the core brand proposition –news credibility – is stronger than the digital revolution.

Top brands chosen for national/international news

NOS Nu.nl De Telegraaf Algemeen Dagblad (AD) RTL 4

Top brands chosen for local news

Nu.nlNOSAlgemeen Dagblad (AD)SBS 6De Telegraaf

A clear view on the Dutch media brand landscape Interbrand & Tijdschrift voor Marketing Interbrand | Pg. 6

4. Respect doesn’t (necessarily) payThe strongest media brands are those able to turn awareness into consideration and consideration into choice and preference. A venerable media company might be today’s news, but must drive views or clicks (and revenues) to be sustainable over time. The new rules of media demand that brands that are admired and respected must also deliver a relevant offer to consumers or risk an unlikely future. Hence, respect does not (necessarily) pay.

Within our study, the ratings for the global news magazine The Economist illustrate this case. For brand opinion, The Economist was rated higher than any other brand in our survey. In the minds of Dutch consumers, The Economist is the most-respected media brand on the list. Yet, when asked which three brands consumers would choose if they could have those brands and no others, The Economist came in dead last. It may be respected, but this magazine is not particularly relevant in the daily media choices for the average Dutch consumer. A stark lesson on what it means to win in today’s media landscape.

On the flip side, Nu.nl is a relative newcomer to the Dutch media scene, not a hard news brand, ranked only 22nd in the list of brands in terms of positive overall brand opinion. However, Nu.nl, is one of the most chosen brands overall and across a range of occasions. Respect or no respect, Nu.nl precisely meets a consumer need, and choice, not respect, will ensure that this brand continues to be attractive to advertisers.

5. The local brand advantageIn the survey, we also included several international benchmark brands. In a world where consumers can access media for any content from anywhere, we wanted to see how Dutch brands measured up.

In short, for Dutch consumers, local media brands are strongly preferred. In both of the choice metrics in the survey, Dutch brands significantly outpaced global counterparts. If we were to include Google, the highest scoring benchmark brand, in the overall list of top Dutch media brands, it would come in only 7th (after De Telegraaf). YouTube, number 17 (after SkyRadio).

Even in a global age, the local connection still matters. Knowing what is happening in your neighbourhood, city, or country is a primary consumer need that only the Dutch brands can deliver. News on NOS beats CNN or BBC. “De Wereld Draait Door” is more relevant than any number of talk shows available via international channels. Facebook is much bigger with same/better functionality as Hyves, yet, in the Netherlands, Hyves gets far more visitors. It was first here and feels more personal.

At the same time, global programming is extremely popular in the Netherlands. Favored Dutch brands like RTL 4, SBS 6, Veronica and Net 5 understand this and feature global blockbusters as part of their lineup. Global programming customized for the Netherlands is a winning formula. Dutch versions of talent & reality shows like X-Factor and Holland’s Best Top Model feature local contestants and the ability for Dutch consumers to interact (e.g. vote), not possible with the foreign versions.

Summing it upIn media, a category where everything is changing, Dutch consumers have spoken about what matters to them and who gets their choice.

Though internet is the preferred media type, the strength of traditional brands and the experience delivered by television strongly shapes preferences outside of digital. Global brands are highly regarded, but less chosen in the face of local brands providing local content with a global twist.

So where do Dutch media brands go from here? The future is uncertain, but following the principles behind all strong brands is a solid start to ensure the top brands continue to figure highly in the minds of Dutch consumers.

Strong brands focus on building:•Clarity about who they are •Consistency in the brand experience•An understanding of their customers• Innovation/exploration of new directions

and for changing customers

For the media brands, this means carving out a clear role (the source for objective news, “All the news that’s fit to print”), identifying target customers (families, men, teenagers), truly understanding what is relevant to them (key needs, type of experience or occasion), then delivering it, consistently, overtime, across changing technology (traditional, internet, mobile). The top Dutch media brands excel at this, but must continue to innovate around their core in order to stay strong and continue to drive views/clicks/listens, and advertisers, in the future.

A clear view on the Dutch media brand landscape Interbrand & Tijdschrift voor Marketing Interbrand | Pg. 7

Defining a “Dutch Media Brand”Based on desktop research and a pre-test of unaided awareness of Dutch media brands, we compiled a large list of Dutch media brands.

For the purpose of this study, we defined a “Dutch media brand” as follows:

Brands that a consumer can choose to consume from when they have a moment in which they desire to interact with media for information or entertainment purposes, futher narrowed by the following criteria:

•BrandsmusthaveafocusontheNetherlands as their primary market, either originating out of the Netherlands, or, if not, providing programming that is primarily focused on or created for the Dutch consumer

•Brandsthathaveabroadpublicprofile and awareness

•Brandsthatarecustomer-facing•Brandsthatrelyonadvertisingsalesas

part of their business model The brands included represent television channels, websites, radio stations, newspapers and magazines and excludes “holdings” such as EndeMol, Sbs Broadcasting, PGN etc.

Also, this criterion indicates that certain large global brands, such as Google or MTV were largely not included; though these brands have Dutch versions, their content is not primarily focused on and created for Dutch consumers. However, a set of global benchmark brands were included in portions of the study in order to better understand how Dutch media brands perform in reference to these top global brands.

Brands included in the study

- AVRO- BNN- EO- KRO

- LLink- MAX- NCRV- NOS

- NPS- Teleac- TROS- VARA

Radio

- 100% NL- 3FM- Arrow- BNR Nieuws - Radio- Caz- Classic FM- Fresh FM- FunX- HitRadio- Juize FM- Kink- Q Music

- Radio 1- Radio 10 Gold- Radio 2- Radio 4- Radio 5- Radio 538- Radio 6- Radio Veronica- Sky radio- Slam FM- Smash fm- Wild FM

Magazines

- Autovisie- Autoweek- Avantgarde- Beau Monde- Buitenleven- De Groene

Amsterdammer- Donald Duck- Elle- Elsevier- Esta- Fancy- Felderhof- Flair- Girlz- Glamour- Grazia- Happinez- Hollands Diep- HP de Tijd- Jan- Kijk- Libelle- Linda- Margriet- Marie Claire

- Miljonair- Mind Magazine- Oog- Opzij- Panorama- Party- Power Unlimited- Primo- Prive- Psychologie- Quest- Quote- Residence- Revu- Sportweek- Stars- Story- TV Film- Veronica

Magazine- Voetbal

International- Vriendin- Vrij Nederland- Weekend

Internet

- Dumpert.nl- Dutchcowboys.nl- Flabber.nl- Fok!.nl- Geenstijl.nl- Girlscene.nl- Hyves.nl- Ilse.nl- Molblog.nl

- Nl.Netlog.com- Nu.nl- Nusport.nl- Tweakers.net- Vi.nl- Voetbalprimeur.nl- Voetbalzone.nl- Web-log.nl

“Category Killers”

- BBC- CNN- Discovery

Channel- Financial Times

- Google- MTV- The Economist- YouTube

Newspapers

- Algemeen Dagblad (AD)

- De Pers- De Telegraaf- De Volkskrant- Financieel

Dagblad (FD)- Het Parool- Metro

- Nederlands Dagblad

- NRC Handelsblad- NRC.next- Reformatorisch

Dagblad- Spits- Trouw

- Film 1 - Het Gesprek - Jetix - MTV NL - Net 5 - RTL 4 - RTL 5

- RTL 7 - RTL 8 - SBS 6 - Sport 1 - TMF - Veronica

Public television

Commercial television

Appendix

A clear view on the Dutch media brand landscape Interbrand & Tijdschrift voor Marketing Interbrand | Pg. 8

NOS RTL 4 SBS 6 TROS AVRO VARA RTL 5 KRO RTL 7 NCRV Veronica Net 5 BNN VPRO EO RTL 8 De Telegraaf Sky radio Metro Hyves.nl

93%93%93%92%90%89%89%87%87%86%86%84%83%83%81%80%80%78%78%78%

The Economist BNR Nieuws Radio Net 5 Radio 2 SBS 6 Google NOS VARA Arrow Radio 10 Gold Sky radio Classic FM 3FM Libelle MAX TROS VPRO RTL 4 Q Music Voetbal International EO De Volkskrant Nu.nl 100% NL NCRV Radio 1 RTL 5 RTL 7 Veronica Radio 538 Radio 4

The individual ratingsAided awareness

Brand opinionAll of these brands listed have an overall opinion rating of 6 or higher, on a scale of 1 - 7.Brand % aware

SBS 6 RTL 4 Hyves.nl NOS Nu.nl De Telegraaf Net 5 Veronica RTL 7 Radio 538 TROS Algemeen Dagblad (AD) Sky radio RTL 5 VARA Metro Q Music Radio 1 Spits AVRO

NOS SBS 6 RTL 4 Hyves.nl Nu.nl De Telegraaf Google Net 5 Algemeen Dagblad (AD) RTL 7 Veronica Radio 538 Discovery Channel TROS VARA Sky radio Youtube Radio 1 Radio 2 Radio Veronica

36%35%32%29%26%21%16%15%14%14%13%13%11%10%

9%9%8%7%7%6%

23%23%20%20%16%13%13%11%

8%7%7%7%6%5%5%5%5%4%4%4%

Overall likelihood to choose

We also asked consumers to choose the 3 media brands they would choose if they could have access to only those three brands, and no others.

Brand

Brand

% chosen overall

% chosen overall

Creating and managing brand valueTMinterbrand.com

Kelly Crouch

As a Consulting Director, Kelly guides the formulation and integration of insights into strategic and creative outputs to help clients to make better-informed branding decisions, Kelly participates in a range of projects that include brand valuation, design, strategy, and employee engagement.

Kelly’s expertise includes the design and interpretation of qualitative and quantitative research for branding purposes, retail insights, creation of decision models and business cases, and making clear links between brand strategy and business strategy.

Kelly has worked with major brands across a number of sectors, such as P&G, AT&T, Citi, Intel, Holiday Inn, DSM, Mitsubishi Motors, Randstad, Feadship, Ceva Logistics, ABN AMRO and Opel.

Kelly joined Interbrand in the US in 2004 and transferred to the Amsterdam office in 2007. Formerly an Assistant Vice President for Citigroup, Kelly has 3 years of experience in the financial services sector along with 5 years of experience in economic development.

Kelly also holds an MBA in Marketing from the U.S. based Kelley School of Business at Indiana University

[email protected]

Patrick Stal

Patrick joined Interbrand in Amsterdam in 2009 as a strategy consultant.

Patrick knows from his experience and research that brands create significant value, for their owners and consumers, and are among a company’s most important business assets. In his role Patrick is responsible for managing all aspects of strategic branding projects. Since joining Interbrand he has been involved with brands such as Randstad, DSM, Opel, HEMA and ABN AMRO. Patrick is convinced that there is untapped brand potential for many brands in the Netherlands and sees it as his personal mission to help them widen and achieve their goals.

Before joining Interbrand Patrick worked as a Senior Consultant for Kurt Salmon Associates. In this position Patrick gained extensive in-depth experience with Retail brands throughout Europe and the Middle East, managing change projects with clients such as Intersport, de Bijenkorf, Globus, Scapino, Breuninger, Vroom & Dreesman, ETOS, Manfield, Pro Sport, Abercrombie & Fitch and Al-Maktaba.

Patrick has a BA in Economics and a Cum Laude MSc in General Management from Nyenrode Business Universiteit in The Netherlands, with semesters abroad spent in Madrid. He also interned with BMW in Madrid and held several different executive positions with a non-profit organization in [email protected]