getting to know the fd mediagroep digital community · target audience profile for online users...
TRANSCRIPT
Getting to know
the FD Mediagroep
digital community
Target audience profile
for online users
FD.nl and BNR.nl
Among all print media, it is news titles in particular that are consumed online. On average, 42% of users of news
media will exclusively read the online version. Among Het Financieele Dagblad readers, the percentage reading only
the online version is higher still at 53%. Source: NOM Mediamerken 2017.
There is a significant overlap between FD.nl and BNR.nl users. No less than 43% of FD.nl users also use BNR.nl. And
conversely, 85% of BNR.nl users use FD.nl. Opting to advertise on both FD.nl and BNR.nl will not only allow you to
reach a high effective frequency by means of a single campaign, but will enable you to do so within a short space of
time. Using both FD.nl and BNR.nl rather than FD.nl alone leads to a 7% increase in reach. Using both BNR.nl and
FD.nl rather than BNR.nl alone leads to an increase in reach as high as 112%.
FD and BNR continually offer consistently high-quality news online. All news reports, analyses, background articles
and interviews appear online first. On either website, users can use keywords to create a personalised news page,
which increases engagement.
This whitepaper will introduce you to FD.nl and BNR.nl users. A well-educated and affluent target audience. A hard-
working, ambitious and enterprising target audience that is at the top of the career ladder. Use the FD and BNR
digital channels to reach key influencers and decision-makers in the Netherlands!
All data contained in this whitepaper have been taken from Dutch media reach survey ‘Nederland Online Bereiks
Onderzoek’ (NOBO), September 2017.
Introduction
2
• FD.nl user profile – p. 4
• BNR.nl user profile – p. 5
• Hard-working individuals with an entrepreneurial mind-set – p. 6
• Well-educated high-flyers in a high social class – p. 7
• An affluent target audience – p. 8
• The top influencers and decision-makers in the Netherlands – p. 9
• Contact details – p. 10
Table of contents
3
86% listen to radio
shows
(NL: 78%).
55% have an interest in
politics (NL: 42%)
54% have an interest in
medical topics
(NL: 48%)
60% have an interest in
science and technology
(NL: 46%)
61% have an interest in
cooking and food
(NL: 57%)
83% have an interest in
news and current affairs
(NL: 73%)
38% have an interest in
insurance, savings and
investments (NL: 26%)
43% have an interest in cars
and motorbikes (NL: 29%)
62% have an interest in
travel and holidays
(NL: 62%)
Interests
37% have an interest in
training and courses
(NL: 26%)
6% are self-employed
entrepreneurs (NL: 5%)
9% are looking for
another job (NL: 6%)
22% have a management
position (NL: 20%)
6% hold positions
in senior management
(NL: 4%)
12% are degree-level
specialists (NL: 8%)
41% work in the SME
sector (NL: 35%)
18% work in the corporate
sector (NL: 13%)
Work
71% works
> 25 hours/week
(NL: 60%)
65% are male
35% are female
AB153% belong to
social class AB1
(NL: 46%)
43% hold a
degree
(NL: 31%)
56% earn an above-
average income
(NL: 43%)
Characterist
ics
Reach per month 13+: 910,000
AB1: 478,000
B2B: 69,000
FD.nl user profile
59% are in work
(NL: 49%)
4
88% listen to radio
shows
(NL: 78%).
59% have an interest in
politics (NL: 42%)
53% have an interest in
medical topics
(NL: 48%)
62% have an interest in
science and technology
(NL: 46%)
59% have an interest in
cooking and food
(NL: 57%)
83% have an interest in
news and current affairs
(NL: 73%)
40% have an interest in
insurance, savings and
investments (NL: 26%)
41% have an interest in
training and courses
(NL: 26%)
48% have an interest in cars
and motorbikes (NL: 29%)
63% have an interest in
travel and holidays
(NL: 62%)
6% are self-employed
entrepreneurs (NL: 5%)
9% are looking for
another job (NL: 6%)
60% are in work
(NL: 49%)
45% work in the SME
sector (NL: 35%)
15% work in the corporate
sector (NL: 13%)
25% have a management
position (NL: 20%)
5% hold positions
in senior management
(NL: 4%)
10% are degree-level
specialists (NL: 8%)
66% are male
34% are female
53% belong to
social class AB1
(NL: 46%)
45% hold a
degree
(NL: 31%)
57% earn an above
average income
(NL: 43%)
BNR.nl user profile Reach per month 13+: 460,000
AB1: 245,000
B2B: 38,000
Characterist
ics
Work
Interests
AB1
5
71% works
> 25 hours/week
(NL: 60%)
60%
33%
BNR.nl
Reach hard-working individuals
with an entrepreneurial mind-setPercentage of people in work is relatively high. In the
Netherlands an average of 49% are in work and 45%
are not in work.
In work = salaried company or government employee or
self-employed entrepreneur.
Not in work= fully incapacitated for work, unemployed, seeking
work, on benefits, retired, retired early, in higher education, in
compulsory education, homemaker.
On average, 60% of Dutch workers work in
excess of 25 hours a week. Among the online
users of FD.nl and BNR.nl, no less than 71%
work this number of hours.
FD.nl and BNR.nl users think like true
entrepreneurs.
The selectivity of a management position is
remarkably high among BNR.nl users (117).
59%
37%
FD.nl
71% 71%
65% 65%
68%
65%
60%
54%56%58%60%62%64%66%68%70%72%
Percentage 'works more than
25 hours/week’ within profile
124120
116 115
108112
99
9095100105110115120125130
Selectivity among self-employed
entrepreneurs
107
117
104 105107
111
98
90
95
100
105
110
115
120
Selectivity among managers
6
in worknot in work
Reach well-educated high-flyers in a high social class
FD.nl and BNR.nl users have a relatively high level of
education. On average, 31% of the Dutch population
possesses at least a higher education qualification.
No less than 36% of BNR.nl users belong to social
class A.For both FD.nl and BNR.nl, 53% of all users belong to
social class AB1.
43% 45%49% 52%
36%42%
47%
0%
10%
20%
30%
40%
50%
60%
Percentage of higher education qualification
within profile
30%
36%32% 34%
25%28%
31%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Percentage of social class A within profile
141
126121 119 120 122
116
90
100
110
120
130
140
150
Selectivity of age category 35-49 years in AB1
7
Reach an affluent target audience
A high percentage among FD.nl and BNR.nl users
has an above-average gross annual household
income. The average percentage for the
Netherlands is 43%.
Reach an affluent B2B target audience. Reach affluent men in the Netherlands. Target audience is affluent and financially aware.
56%57%
50%
51%
50%51% 50%
44%
46%
48%
50%
52%
54%
56%
58%
Percentage of above-average gross household
income (> €41,200 per month) within profile
177 177 174 173
142154
141
90100110120130140150160170180190
Selectivity of B2B and above-average gross
household income (> €41,200 per month)
within profile
165 169
116 115121 121
107
90100110120130140150160170180
Selectivity of men with an above-average
gross household income (> €41,200 per
month)193
180
138
152141 137
143
90
110
130
150
170
190
210
Selectivity of above-average gross household
income (> €41,200 per month) and interest in
insurance, savings or investments
8
Reach key influencers and decision-makers
in the Netherlands
FD.nl and in particular BNR.nl show a high
selectivity for SME. FD Mediagroep reaches
403,000 individuals working in the SME sector
each month.
FD.nl in particular shows a high selectivity for
working in the corporate sector.
High selectivity of corporate decision-makers in
IT & TelecomHigh selectivity of corporate decision-makers in
financial services
139
117
134
118 120
132
119
90
100
110
120
130
140
150
Selectivity of working in the corporate sector
(>200 employees)
114
124
106
96
105
111
96
90
95
100
105
110
115
120
125
130
Selectivity of working in the SME sector
(up to 200 employees)
141
165
140 137
126119
130
90
100
110
120
130
140
150
160
170
Selectivity of corporate decision-makers in
IT & Telecom
146
168
135142
123 120
133
90100110120130140150160170180
Selectivity of corporate decision-makers in
financial services
9
Please feel free to contact us
to explore how we can help you.
+31 (0)20 592 85 85
Keen to reach the users of
FD.nl and BNR.nl online?
Hard-working individuals
with an entrepreneurial mind-set
Well-educated and affluent
Key influencers and decision-makers
in the Netherlands