Executives Survey 2012

Methodology

Survey by Universe 192.920 executives

Private companies +10 employees Sample 1269 interviews Period End of March 2011 – Mid-July 2011

Mid-September 2011 – Mid-February 2012

Centralized recruitement by phone (CATI): If ‘Yes’: Face-to-face interview, CAPI, at the respondent’s office/workplace If ‘No’: Proposition to fill out the questionnaire online (CAWI), invitation+link sent by e-mail

Definition executive

An executive = the MRP within the company!

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

Important target group

• Occupying a leading position – More than 6 out of 10 executives manage 10 people or more – On average, decision power within 16 areas (out of 29)

• Multilingual and highly educated – More than 8 of 10 executives has followed a higher education - 47% followed a university

study, 28% even a post-university study – Active knowledge of Dutch-French-English is not an exception (68%)

• Wealthy – 47% has a higher net income than € 3000 a month

• Early adopters – 57% has a smartphone – 22% has a tablet pc (iPad or other)

Profile executives

24%

37%

13% 13% 12%

0,00%

10,00%

20,00%

30,00%

40,00%

Nielsen I Nielsen Ii Nielsen Iii Nielsen Iv Nielsen V

Nielsen

21%

8%

24%

18%

30%

0,00%

10,00%

20,00%

30,00%

40,00%

Nace 1-2-3 Nace4 Nace 5 Nace 6 Nace 7+9

Nace (sector)

Profile executives

14%

17%

14%

9%

18%

8%

4%

9%

0,00%

5,00%

10,00%

15,00%

20,00%

Turnover (x 1.000.000)

Turnover company

16% 18%

12% 13%

16%

5%

21%

0,00%

5,00%

10,00%

15,00%

20,00%

25,00%

Number of employees

Profile executives

68% of executives = age between 35 and 54 years old

Executive functions are dominated by men (76%)

Age

Gender

Function

Education 47% of executives are university graduates

54% = general management

Magazines = information source N°1

48% fashion

41% cooking

34% gardening

32% whine/whisky

58% health/wellness

66% interior decoration 48% arts/culture

39% cars

41% science/technology

Why HUMO?

• High reach • Young and upscale profile • High involvement • An important decision power • Wide interests & interesting attitudes • A connected citizen • Real networkers

Reach HUMO

RLP* Coverage** Knack 44 600 33,5% HUMO 38 100 28,3% DS Magazine 36 900 27,9% Weekend Knack 36 100 27,9% Trends + Tend. 51 700 26,3% De Standaard 26 900 19,9% De Tijd 27 600 19,7% DM Magazine 24 900 18,3% De Morgen 14 100 10,2%

* Universe of reference = total universe ** Universe of reference = universe of language

More than 1 out of 4 Dutch speaking executives are weekly HUMO readers

Reach HUMO

Executives, source CIM 2011, Dutch speaking (407.000 persons)

Cost/000 idx

HUMO 94 100

Knack 122 130

Ds Magazine 141 149

Weekend Knack 145 154

Dm Magazine 164 174

Morgen 209 221

Standaard 239 253

Trends 298 316

De Tijd 333 354

29,8%

22,2%

14,7%

18,7%

10,3% 11,3%

14,6%

7,5% 8,6%

0%

5%

10%

15%

20%

25%

30%

35%

150 200 250 300 350 400 450 500

De Standaard

HUMO

De Morgen De Tijd

DM Magazine

Weekend Knack

Knack

Trends

DS Magazine

Young profile

Executives, 25-44y.o., Dutch speaking (51.000 persons)

Cost/000 idx

DS Magazine 697 96

HUMO 723 100

Trends+Tt 741 102

Knack 789 109

Dm Magazine 872 121

Weekend Knack 1061 147

De Tijd 1345 186

De Standaard 1871 259

De Morgen 2549 353

23,8%

31,2%

24,4%

27,6%

15,6%

20,6%

17,1%

14,9%

7,4%

0%

5%

10%

15%

20%

25%

30%

35%

70 75 80 85 90 95 100 105 110 115 120

De Standaard

HUMO

De Morgen

De Tijd

DM Magazine

Weekend Knack

Knack

Trends DS Magazine

Upscale profile

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

No higher education Higher education non-university

University

9,2%

49,7%

41,1%

7,2%

56,0%

36,8% Universe

HUMO

Education level of the executives

High involvement

% of HUMO readers Always 68,5 Regularly (3 or 4 editions/month) 14,1 Sometimes (2 editions/month) 8,4 Occasionally (1 edition/month) 7,3 Rarely (< 1 edition/month) 1,6

Frequency of reading

Decision power

Universe* (%) Selectivity HUMO Education/Training 85,1 108 Human Resources 82,7 105 Office Equipment 75,2 106 Internet 73,1 102 Marketing 68,8 101 Software 68,7 103 Security 68,6 101 Cars 66,4 103 Telecommunication 65,6 107 Hardware 63,2 106 Company Travel Services 61,8 107 Logistics 60,4 114

HUMO reading executives have an important decision power

* Universe of reference = universe of language

Wide range of interests

Universe* (%) Selectivity HUMO Politics 97,2 101 Tourism/Travel 92,6 101 Science/Technology/Environment 90,7 104 Health/Wellness 90,0 100 Interior Decorating 86,5 101 Cd Music 85,1 112 Informatica/Internet 84,6 104 Arts/Culture 84,0 107 Sports 77,7 105 Cooking 75,7 101 Movies 72,8 106 Wine/Whisky 72,7 104 Cars 70,0 103

* Universe of reference = universe of language

Attitudes of the HUMO reading executive

I’m an impulsive buyer 112

I Search for product info in media 111

I often talk about products 110

I prefer to buy green products 109

People ask my advice for buying products 108

I’m willing to pay more for original brands 107

I enjoy convincing others 106

I Like to search for novelties 103

A connected citizen

* Universe of reference = universe of language

49%

43%

17%

15%

12%

7%

13%

11%

7%

7%

5%

2%

1%

Sports club

Social network online

Interest or Action …

Culture club

Business club

Service club

Nature/environment …

Hobby club

Third world …

Political party

Social work

Religious …

Investment club

HUMO reading executives are continuously investing in their network …

A connected citizen

… also via the internet

51% 33%

43% 27%

10%

39%

48% 25% 47%

45%

8% 17%

21% 23%

42%

% 1% 10%

2% 2%

Never heard of

Just know it by name

Got a basic idea of this service/ website

Absolutely familiar with this service/ website

The digital lifestyles

The digital lifestyles

HUMO reading executives are mainly functionals and networkers

17%

36%

51%

53%

44%

21%

6%

1%

0%

0%

14%

16%

15%

11%

8%

21%

9%

1%

2%

3%

17%

11%

1%

1%

1%

10%

22%

28%

32%

42%

Population

Population

All executives

Humo executives

Humo executives 25-44

Functionals

Aspirers

Knowledge-Seekers

Communicators

Influencers

Networkers

Mediaplanning

The added value of Humo in your mediaplan: • Weeklies • Weeklies vs newspapers

Media planning weeklies

Plan A (1/1 Quadri) Trends 2 Knack 2 WE Knack 2 Humo - Budget: 62.500 euro

Plan B (1/1 Quadri) Trends 2 Knack 2 WE Knack 1 Humo 1

Budget: 62.870 euro

Executives

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

49,4%

69,2%

Plan A: without Humo

Plan B: with Humo

Target = all executives

59.900

84.000

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

41,7%

67,8%

Target = executives 25-44y

21.100

34.300

Decision makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

50,6%

70,3%

Plan A: without Humo

Plan B: with Humo

Hardware & software

37.200

51.600

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

48,5%

69,7%

Telecommunication

38.600

55.500

Decision makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

49,6%

69,5%

Plan A: without Humo

Plan B: with Humo

Finances

38.900

54.500

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

46,7%

69,4%

Logistics

34.200

50.800

Decision makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

48,8%

70,1%

Plan A: without Humo

Plan B: with Humo

Environment

33.500

48.200

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

47,6%

69,0%

Energy

32.600

47.300

Decision makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

49,6%

69,8%

Plan A: without Humo

Plan B: with Humo

Marketing

41.400

58.300

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

49,3%

69,3%

Education

50.900

71.600

Decision makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

49,7%

69,7%

Plan A: without Humo

Plan B: with Humo

Cars

40.100

56.200

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

55,2%

73,6%

Travel Services

41.400

55.200

Decision Makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

48,8%

68,7%

Human Resources

Plan A: without Humo

Plan B: with Humo

49.000

69.000

Media planning newspapers vs weeklies

Plan A Dailies De Standaard 2 De Morgen 2 De Tijd 2 Budget: 70.710 euro

Plan B Weeklies Trends 2 Knack 2 WE Knack 1 Humo 1 Budget: 62.870 euro

Executives

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

49,4%

69,2%

Plan A: dailies

Plan B: weeklies

Target = all executives

59.900

84.000

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

41,7%

67,8%

Target = executives 25-44y

21.100

34.300

Decision makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

50,6%

70,3%

Plan A: dailies

Plan B: weeklies

Hardware & software

37.200

51.600

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

48,5%

69,7%

Telecommunication

38.600

55.500

Decision makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

49,6%

69,5%

Plan A: dailies

Plan B: weeklies

Finances

38.900

54.500

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

46,7%

69,4%

Logistics

34.200

50.800

Decision makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

48,8%

70,1%

Plan A: dailies

Plan B: weeklies

Environment

33.500

48.200

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

47,6%

69,0%

Energy

32.600

47.300

Decision makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

49,6%

69,8%

Plan A: dailies

Plan B: weeklies

Marketing

41.400

58.300

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

49,3%

69,3%

Education

50.900

71.600

Decision makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

49,7%

69,7%

Plan A: dailies

Plan B: weeklies

Cars

40.100

56.200

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

55,2%

73,6%

Travel Services

41.400

55.200

Decision Makers

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

48,8%

68,7%

Human Resources

Plan A: dailies

Plan B: weeklies

49.000

69.000

HUMO executives and their …

• Cars • Telecom • Business travelling • Finance • Luxury goods • Way of living

Cars

4 out of 5 executives who read HUMO have a company car and 72% of them has chosen the brand him/herself

TOP

Coverage Selectivity

Large family car 40,2% 129

Luxury car 20,1% 72

4 x 4 car 12,3% 109

Compact car 11,4% 119

Telecom

64% of HUMO reading executives has a smartphone

Business travelling

By airplane By train

1,3%

19,4%

39,7%

39,0%

Weekly Monthly Yearly Never

0,2% 9,5%

31,5% 57,2%

Weekly Monthly Yearly Never

35% of executives who read HUMO goes at least once a month on a business trip abroad

Finance

87,9%

80,6%

48,0%

43,1%

42,4%

37,0%

35,1%

31,4%

18,4%

16,8%

9,5%

0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0%

Pension

Life Insurrance

Insurrances

Sicav

Obligations

Company Credit Card

Stocks

Real Estate

Stock/Options Company

Options

Private Banking

Financial products & services

Luxury goods

Top 5

Perfume 54%

Shoes 41%

Prêt-à-porter

clothing 32%

Wine 24%

Tailor made

clothing 18%

Their way of living

34,2% 33,7%

28,3% 24,1%

23,4% 15,4%

14,2% 13,2%

12,9% 12,8%

10,6% 9,6%

2,7%

0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0%

Alarm Hifi

Design Products Art

Tv>€2500 Luxury furniture

Domotica Antiques

2nd Home Belgium Jacuzzi, sauna, hammam, ...

Swimming pool 2nd Home Abroad

Yacht

HUMO reading executives who own …

Contact us

Lisbeth Rillaerts - Advertising Manager - l.rillaerts@humo.be - 02 303 34 71 Bram Vandenbroeck- Sales Account – bram.vandenbroeck@humo.be – 02 303 34 77 www.humomedia.be