Scope & Scoop
on Belgian Managers
Beursschouwburg – Brussels – 27/09/2012
Kaderledenstudie
Cadres & Dirigeants 2012
• Targeted at executive and top managers of
Belgian companies, employing at least 10
employees
• Based on RSZ-ONSS statistics (Q2-2011)
• Conducted by TNS Media
• Supported by 15 publishers and media groups
(including Corelio, Persgroep, Roularta, Rossel,
Sanoma, VMMa, etc.)
2
Survey Keyfacts
• Since 2000, the Survey is based on two
complementary surveys:
– A "universe"-survey allowing the construction of the
executives’ reference universe (among HR managers)
– A media and products survey (among executives)
• Sample = 1269 interviews
– 1085 CAPI face to face
– 185 CAWI (Web)
• Fieldwork = 9 months in 2011-2012
3
A real tactical planning survey
for the business press
• “Kaderledenstudie / Cadres & Dirigeants 2012” is
available through all media planning software that
are used in Belgium.
• All usual media planning in depth analysis are
possible : cross, rankings, media plan evaluation.
• You can build your specific target group :
– decision makers for your business field,
– products used by the managers in their private life, etc.
4
Also a strategic planning survey
for plurimedia choice
• “Kaderledenstudie / Cadres & Dirigeants 2012”
provides a lot of plurimedia information about radio,
TV and Internet.
• It covers a lots of “hype” items, such as : social
networks, smartphones, digital typology, etc.
5
Chambers of Commerce
13 magazines covering every regions
• Voka Ondernemers
(8 NL editions covering Flanders)
• CCI Mag + Entreprendre Aujourd’hui
(3 FR editions covering Wallonia)
• BECI Entreprendre / Dynamiek
(2 FR+NL editions covering Brussels)
6
WestVlaanderen
10.000 copies
Reach 45%
Antwerpen
11.300 copies
Reach 36%
OostVlaanderen
8.000 copies
Reach 43%
Brabant Wallon
27%
Hainaut
Reach 40%
Limburg
5.000 copies
Reach 56%
Vlaams Brabant
7.000 copies
Reach 45%
Liège
Reach 47%
Namur
Reach 26%
Brussels 19
13.130 copies
Reach 37%
Liège + Namur
3900 copies
Luxembourg
3.500 copies
Reach 55%
Hainaut + BW
4300 copies
7
Chambers of Commerce
13 magazines covering every regions
• Local Business News Magazines
• Networking Magazines
• Proximity Magazines
8
Scoop N°1 – Who is the n°1 media
to reach Belgian managers ?
• Ranking on Reach Last Period (RLP)
(LLP-LDP = audience for 1 insertion)
– NL Managers
– FR Managers
– Walloon Managers
9
% Reach of all Print titles (RLP)
Chambers Nat
41%
10
Top 5 most read Titles National (RLP)
41%
Chambers Nat
Knack+Le Vif
34%
Weekend Kn+V
27%
Trends + Tt
27%
Humo + Moust.
25%
11
Top 5 most read North (RLP)
44%
Chambers North
Knack
– Private Language Dutch (62%)
34%
Humo
29%
Weekend Kn
28%
DS Magazine
28%
12
Top 5 most read South (RLP)
– Private Language French (35%)
33%
Chambers South
Le Vif
31%
Trends + Tt
29%
Weekend Vif
Le Soir
25%
23%
13
Top 5 most read Wallonia (RLP)
Private Language French and Company in NIV+V (16%)
42%
Chambers South
Le Vif
32%
Weekend Vif
25%
Trends + Tt
24%
Sud Presse
23%
14
Reach after 3 insertions
1 ins
2 ins
3 ins
Nat
47%
Dutch
50%
French
41%
Wallonia
48%
15
Scoop N°2 – Value for Money
• Ranking on Cost per Thousand Contacts
(LLP-LDP = contacts for 1 insertion)
• Rates 2012 for 4 colors format
– 1/1 P4C for magazine
– Article 250 or 1/4 P4C for dailies
16
Ranking Cost/000 Managers
Coverage versus Cost/000
1000
900
800
Cost/000
700
600
500
400
300
Chambers Nat
200
100
0
0
5
10
15
20
25
30
35
40
45
Net Coverage Top Managers % (RLP)
17
Top 5 Cost/Contact
€ 0.31
€ 0.16
€ 0.17
€ 0.18
€ 0.19
€ 0.13
18
Scoop N°3 – Top Top managers
% of the Readers
54%
Man Level A
38%
28% part
Owner/Part
ner/Board
Manag.
Assoc.
45%
56%
Internat.
Company
Export
Company
19
Real Decision makers:
they take part in all company decisions
Univ Top Managers
%
49
Vans/Trucks
59
Cars
42
Research And Development
44
Financial Consultancy
46
Catering
59
Company Travel Services
45
It Consultancy
57
Management Consultancy
68
Software
47
Courier Services
54
Environment
49
Energy
60
Hardware
Decision makers
Chambers Nat
% RLP
56
66
48
49
52
65
50
63
75
51
59
53
64
Selectivity
Idx
115
113
113
112
111
111
111
111
111
109
109
107
107
Position
Reach
1
1
1
1
1
1
1
1
1
1
1
1
1
Position
Cost/000
3
3
2
3
2
2
2
2
2
2
2
2
2
…
20
Real Decision makers:
they take part in all company decisions
Decision makers
Legal Consultancy
Renting/Leasing
Internet
Legal
Telecommunication
Education/Training
Investments
Logistics
Human Resources
Office Equipment
Business Premises
Finances
Marketing
Security
Raw Materials
Accountancy
Univ Top Managers
%
49
44
72
58
63
83
51
54
77
70
56
59
68
64
43
48
Chambers Nat
% RLP
52
47
76
61
66
86
53
56
79
72
58
61
69
65
44
48
Selectivity
Idx
107
107
106
106
106
104
104
104
103
103
102
102
102
102
101
100
Position
Reach
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Position
Cost/000
3
3
2
2
2
2
4
2
2
2
2
2
2
2
3
6
21
Real Decision makers:
Example of Ranking
Decision maker HR-77%
Net Coverage
%
'000
Cost/000
€
1
Chambers Nat
42,4 63,2
1
Usine+Bedrijf
163,17
2
Knack+Le Vif
33 49,1
2
Chambers North
192,36
3
Chambers North
31,6 47,1
3
Chambers Nat
205,11
4
Weekend-Knack+Weekend-Vif
27,8 41,3
4
Ondernemen
218,62
5
Humo+Moustique
26,5 39,5
5
Trends+Tt
228,69
6
Trends+Tt
26,2 39,1
6
Chambers South
236,74
7
Knack
23,5 34,9
7
Kmo-Pme Nl+Fr
237,48
8
Humo
21 31,2
8
Voka Tribune
276,77
9
Weekend Knack
20,1 29,9
9
Zo Magazine
291,30
10
Ds Magazine
19,2 28,7
10
Ds Magazine
293,04
22
Middle and Large Companies
% of the Readers
Company Turnover Million€
Chambers Nat
>500
300-500
100-300
9
3
Univ
Chambers Nat
1000+
4
500-999
8
9
18
10-20
9
14
14
2-5
8
23
21
5
16
200-499
14
17
50-99
16
13
15
12
12
16
20-49
10-19
24
6
100-199
10
15
5-10
Univ
11
20-100
<2
Company Number of Employees
12
18
16
23
Big Spenders
Net Income/Month > 3000€
Chambers Nat
Univ
5000+
4500-5000
10
5
Chambers Nat
12
7
84
81
84
Company Car
8
3500-4000
12
Choice Company Car
67
17
19
76
74
60
57
48
43
30
27
25
Tablet Pc
19
9
68
Design Products
18
2000-2500
Business Trip Abroad
Company Credit Card
13
2500-3000
76
Smartphone
13
14
3000-3500
6
Univ
Life Insurance
6
4000-4500
<2000
Products
22
19
Luxury Watches
17
Jewels
16
19
14
Domotica
12
Private Banking
12
14
24
Scoop N°4 – Attached readers
Top 5 % Loyal Readers
(Always+Reguraly)
65%
Chambers Nat
63%
Deuzio
Z.O.
60%
Voka Tribune
60%
Sabato NF
55%
25
Scoop N°4 – Attached readers
Business readers
,Only Private
2,5%
Professional
97,5%
26
Our on-line media kit
www.chambers-of-commerce.be
27
Your contacts
For Chambers of Commerce – North:
Chris Lens
(Centrale Voka Regie)
0475 85 62 32
chris.lens@voka.be
For Chambers of Commerce – South:
Simon Micha
(CCI Mag)
0497 52 88 58
sm@cciconnect.be
28
Thank you
for your attention
29