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NETHERLANDS ::: Economic Data
Area (in qkm) 41,526
Population 16,645,313
Population density 394
Private households 7,190,000
Gross domestic product (GDP) 2008 in bn € 588.7
GDP per capita 2008 in € 27,811
GDP structure
   private consumption 46%
   public expenditure 25%
   investment 21%
Age structure
less than 15 years 18%
15 - 24 years 15%
25 - 34years 12%
35 - 44 years 15%
45 - 54 years 14%
55 - 64 years 12%
65 years + 14%
Unemployment
rate 2008		 4.6% (2007)
Inflation rate 2008 2.2%
Exchange rate 1 USD = 0.6734 EUR
TV households 7,097,358
   - with Cable 78.7%
   - with Satellite 8.0%
Internet households 10,750,000 (adult internet users)

Source: Eurostat, World Press Trends 2008,Western Europe Market & MediaFact 2008, CIA Factbook 2009UNECE (UN Economic Commission for Europe) Statistics for Europe and NorthAmerica 2008, IP Television Key Facts 2008

Print
Number of dailies 35
- of which national 14
Number of magazines 1.101
Number of  poster panels 11,424


Audio-visual
Domestic Public Channels 3
Domestic Private Channels/
Forgein Channels with Local Ad Window 14
Number of commercial radio stations 15

Trade publications for marketing and advertising


Adfo Web
Adfo Direct
Adformatie
Marketing Wise
Nieuws Tribune
Onderzoek
Marketing Tribune
Taxes and legal
VAT rate 19%

Main advertising restrictions

Tobacco:

 Banned.

Alcohol:

:

 Must not target under 18s. No outdoor advertising around schools or hospitals allowed. No links with sport, and two out of five TV ads must clearly show the warning against misuse of alcohol.

Pharmaceutical::

 Must be approved by the committee of inspection KOAG / KAG.
Political:
 Should be in linewith the Dutch constitution.

Source: World Press Trends 2008Western Europe Market & MediaFact 2008FIPP World Magazine Trends 2008/09IP Television Key Facts 2008

Advertising expenditure 2007
€ 3,835 mill

Media market shares in %

Source: Western Europe Market & MediaFact 2008, CIA Factbook 2009
Top 10 advertising categories
media expenditure in € (mill)

Retail		 1,155.9
Food 628.0
Financial services 543.3
Telecom/ICT. 513.4
Personal Care/hygiene 465.3
Tourism/travel. 402.2
Media 355.2
Transport 316.9
Other products/services 275.7
Business services 252.2