MARKETOVERVIEW

 
Belgium North

General Information

Demographics
Land area
13 684
km2
Total population
10 839 905
(national data)
Households
4 986 000
  
 
Economics (national data)
GDP
351 914
   Millions of EUR
GDP per capita
32.464.71
   EUR
PPS
308 188
   Millions of PPS
PPS per capita
28 431
   PPS
GDP/PPS
114.2%
Inflation rate 2008
4.50%
Inflation rate 2009
0.00%
Inflation rate 2010
2.19%
Inflation rate 2011 (forecast)
3.50%
Currency
EUR €
  
Exchange rate 2009 EUR/EUR
1.000 €
  
Exchange rate 2010 EUR/EUR
1.000 €
  
Rate 2009/2008
1.0 %
  
Equipment/household

General (national data)

% of HH

Cars
82.7%
TV
99.0%
Terrestrial TV
2.0%
Cabled Households
88.1%
Satellite Households
8.4%
PC with Internet at home
61.1%
 

Radio (national data)

% of HH

Any type
92.0%
Alarm clock
n.a.
Car set
82.7%
mp3 player/iPod
41.8%
Mobile phone
25.9%

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Radio Landscape

Market Structure: Stations
No. of stations/networks in country
10
No. of stations/networks that sell advertising
9
No. of sales houses (excluding direct sales)
2
No. of sales houses that collect 80% of the radio adspend
2
Average spot length  
na 
Daily Average Listening Time
Reference Popluation
12+
% Daily Coverage
75.80%
Individual Listening Time
03:09:00
Listener Listening Time
04:10:00

Source : CIM Radio Study wave 21

Daily Average Listener Listening Time Per Location Audience Shares Per Location
 

Time

No. of People

At home
03:27:00
5 035 292
In the car
01:27:00
3 293 665
At work
06:13:00
898 260
Other
02:43:00
595 129

Radio Advertising
Gross radio adspend (Euros) REGIONAL
168 000 000
Radio adspend in % of GDP
N/A
Radio adspend in % of PPS
N/A
Radio adspend per capita (Euros)
N/A
Total number of advertisers
6627
Total number of radio advertisers
980

 

Listening curve 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
incl.
excl.
excl.
Public TV
58.7
3.1%
64.3
3.3%
70.3
3.3%
Private TV
728.4
38.4%
755.8
39.1%
870.9
40.7%
Total TV
787.1
41.5%
820.1
42.4%
941.2
43.9%
 
Sponsorship Radio
excl.
excl.
excl.
Public Radio
112.7
5.9%
105.9
5.5%
116.6
5.4%
Private Radio
80.4
4.2%
76.6
4.0%
86.1
4.0%
Total radio
193.1
10.2%
182.5
9.4%
202.7
9.5%
 
Cinema
14.8
0.8%
13.5
0.7%
14.2
0.7%
 
Newspapers
454.0
24.0%
462.7
23.9%
485.2
22.6%
Magazines
187.3
9.9%
177.3
9.2%
183.8
24.7%
Other Periodicals
54.1
2.9%
63.7
3.3%
75.7
10.2%
Total Press
695.4
36.7%
703.7
36.4%
744.7
34.8%
 
Outdoor/Transport
129.1
6.8%
129.2
6.7%
131.6
6.1%
 
Internet
75.2
4.0%
83.7
4.3%
107.8
5.0%
 
Total
1 894.7
100.0%
1 932.7
100.0%
2 142.2
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
0
85 100
0
0
0
0.00%
0.00%
Unilever
0
102 890
0
258 929
1 149 687
0.68%
1.06%
Henkel
0
0
0
0
76 138
0.05%
0.39%
Master Foods
336 665
0
0
0
0
0.00%
0.00%
Nestlé
0
199 347
159 505
27 154
249 414
0.15%
0.73%
Kraft
298 012
1 212 104
0
0
1 301 600
0.77%
3.99%
Ferrero
0
0
0
0
21 940
0.01%
0.13%
Coca-Cola
263 770
147 425
0
133 845
638 643
0.38%
1.63%
L'Oreal
69 028
67 238
68 315
0
277 364
0.16%
0.55%
Danone
100 538
446 643
1.396 830
0
194 800
0.12%
0.53%
Reckitt Benckiser
0
0
0
0
0
0.00%
0.00%
Mc Donalds
95 641
40 935
0
660 738
1 169 745
0.69%
12.54%

Comment % represented by 12 actors in the total radio spend
3.01%
Source : CIM MDB (gross spend North)

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Market Structure

Market Structure: Players

Radio Adspend (Gross) 2010
     
Sponsorship
 Included

Name of Station/Network

Sales House

% Audience Share

EURO

% Market Share

Q-Music
Qgroup
23.5%
53 285 880
31.6%
MNM (former Radio Donna)
VAR
14.9%
24 683 088
14.6%
Radio 2
VAR
7.3%
24 081 955
14.3%
Studio Brussel
VAR
22.5%
28 945 669
17.1%
Radio 1
VAR
6.6%
19 230 859
11.4%
4FM
Qgroup
10.9%
13 959 839
8.3%
Top Radio
IP
1.6%
1 114 774
0.7%
Klara
VAR
0.6%
268 167
0.2%
Other  
6.4%
119 226
0.1%

DownloadFor a more detailed Market Structure that includes radio adspend figures from 2008 & 2009 (in Excel format) click here.

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Audience Measurement & Legal Restraints

Audience Measurement: Quick Facts
Institute GfK
Universe 12+
People represented 5 309 510
In percentage of the total market population 82.3%
Methodology CAPI
Sample 4 000
Reference measurement unit (audience base) 15 min
Advertising Placement Legislation: Quick Facts (PSB)
Advertising Authorized
Max amount of advertising time per day 15%
Max amount of advertising time per hour 20%
Min interval between two advertising breaks 10 min
Max number of commercials per break None

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Price of Advertising

Peak Times

Var

Qgroup
Peak times
7h-9h/12h-13h/17h-19h
06h-09h / 16h-19h
Percentage of inventory booked during those times
58.3%/36.8%/52.2%
confidential
Rate Cards

Var

Qgroup
Publication frequency
2
1 or 2
Publication times
April 1th - Sep 1th
various
Rate card base - standard “time unit”
30
30 seconds

Reference Cost per Thousand Per Media

Media

CPT (Euros)

Relative price to Radio

Calculation Basis

Source
Radio
6.00 €
100
 30'' 15+
TV
19.90 €
332
 30'' 15+
Cinema
54.60 €
274
 30" 15+
Internet
11.80 €
197
 1000 adviews 15+
Dailies
29.40 €
490
 1 A4/30 x 20 cm. B&W 15+
Magazines
13.90 €
232
 1/1. 4c 15+

Monthly Radio Adspend

Month

Monthly breakdown of the total radio adspend in %

January
7.99%
February
5.97%
March
8.08%
April
7.54%
May
8.59%
June
8.60%
July
6.89%
August
5.18%
September
9.93%
October
11.68%
November
9.76%
December
9.78%

Seasonality

Month

Var

Qgroup

Seasonal variations as % of average annual rate

January No seasonal variation
February
March
April
May
June
July
August
September
October
November
December

Pricing

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

Var

Qgroup

Price Index 30" = 100

Less than 5 sec
-
na
05 sec
-
35
10 sec
50
50
15 sec
70
70
20 sec
80
80
25 sec
95
95
30 sec
100
100
35 sec
115
115
40 sec
130
130
45 sec
145
145
50 sec
160
160
55 sec
170
170
60 sec
180
180
More than 60 sec
-
various
Other
-
various

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

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