Executives survey 2012 by TNS, Results for HUMO

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 educationnon-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


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 thisservice/ 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 & Moustique 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: withoutHumo

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

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


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%


21.100

34.300

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 MonthlyYearly Never

0,2%

9,5%

31,5% 57,2%

Weekly MonthlyYearly 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 …

HUMO + Moustique

A national coverage at a competitive price

Reach HUMO+Moustique

RLP* Coverage*

Knack+Le Vif 64 800 33,6%

Weekend Knack+Weekend Le Vif 52 500 27,2%

Trends+Tendances 51 700 26,8%

HUMO+Moustique 48 800 25,3% De Tijd+Echo 37 700 19,6%

Netto+Mon Argent 31 100 16,1%

Sabato NL+FR 29 300 15,2%

* Universe of reference = total universe

More than 1 out of 4 executives are weekly HUMO or Moustique readers

Reach Humo+Moustique

8,1%

17,1%

22,1%

7,9% 6,6%

4,7%

24,5%

0%

5%

10%

15%

20%

25%

30%

35%

150 200 250 300 350 400 450 500

Y-Values

HUMO+Moustique

De Tijd+L’Echo Trends+Tendances

Netto+Mon Argent

WE Knack+WE Le Vif

Knack+Le Vif

Cost/000 idx

Humo + Moustique 100 100

Knack + Le Vif 130 129

Weekend Knack +

Weekend Le Vif 168 167

Trends + Tendances 169 169

Netto + Mon Argent 248 248

Sabato NL + FR 348 347

De Tijd + L’Echo 366 364

Executives, source CIM 2011, national universe (668.000 persons

Sabato NL+FR

Young profile

Executives, 25-44y.o., national universe (84.000 persons

Cost/000 idx

Trends + Tendances 421 63

Humo + Moustique 668 100

Knack + Le Vif 812 122

Netto + Mon Argent 925 139

Weekend Knack +

Weekend Le Vif 1088 163

Sabato NL + FR 1256 188

De Tijd + L’Echo 1442 216

26,0%

29,3% 28,1%

14,2%

21,0%

10,4%

16,1%

0%

5%

10%

15%

20%

25%

30%

35%

50 60 70 80 90 100 110 120

De Tijd+L’Echo

Trends+Tendances

Sabato NL+FR

WE Knack+WE Le Vif

Knack+Le Vif

Netto+Mon Argent

HUMO+Moustique

Media planning weeklies

Plan A (1/1 Quadri)

Trends+Tendances 2

Knack+Le Vif 2

WE Knack+WE Le Vif 2

Humo+Moustique -

Budget: 94.900 euro

Plan B (1/1 Quadri)

Trends+Tendances 2

Knack+Le Vif 2


Humo+Moustique 1

Budget: 92.155 euro

Executives

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

62,3% 68,7%

Plan A: withoutHumo+Moustique

Plan B: withHumo+Moustique


120.200132.500

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

59,1%

68,6%


49.500

57.500

Media planning

newspapers vs weeklies

Plan A Dailies

De Standaard 2

De Morgen 2

De Tijd + Echo 2

La Libre Belgique 2

Le Soir 2

Budget: 132.400 euro

Plan B Weeklies

Trends+Tendances 2

Knack+Le Vif 2


Humo+Moustique 2

Budget: 127.710 euro

Executives

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

48,3%

71,1%

Plan A: dailies

Plan B: weeklies


93.100

137.100

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

40,2%

71,2%


33.700

59.700

Contact us

Sanoma Media Communication Solutions

Telecomlaan 5-7

1831 Diegem

tel.: +32 2 776 27 30

[email protected]

Executives survey 2012 by TNS, Results for HUMO

Education

Transcript of Executives survey 2012 by TNS, Results for HUMO