Western Europe Market & MediaFact

2009 Edition

Compiled by: Anne Austin, Jonathan Barnard, Nicola Hutcheon

Produced by: David Parry

© 2010 ZenithOptimedia

All rights reserved. This publication is protected by copyright. No part of it may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying or otherwise, without written permission from the copyright owners.

ISSN 1469-6614

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All our publications are now available online at www.zenithoptimedia.com CONTENTS

Page SUMMARY TABLES 1 COUNTRY DATA Austria 13 Belgium 33 Denmark 55 Finland 71 France 90 Germany 113 Ireland 135 Italy 156 Netherlands 179 Norway 201 Portugal 222 Spain 245 Sweden 267 Switzerland 288 UK 307 GLOSSARY 328

SUMMARY TABLES: EXCHANGE RATES

SUMMARY TABLES EXCHANGE RATES

1 US$ = …local currency

Country Currency 2008 2007 % change Austria Euro (€) 0.68 0.73 -6.5 Belgium Euro (€) 0.68 0.73 -6.5 Denmark Krone (DKr) 5.10 5.44 -6.4 Finland Euro (€) 0.68 0.73 -6.5 France Euro (€) 0.68 0.73 -6.5 Germany Euro (€) 0.68 0.73 -6.5 Ireland Euro (€) 0.68 0.73 -6.5 Italy Euro (€) 0.68 0.73 -6.5 Netherlands Euro (€) 0.68 0.73 -6.5 Norway Krona (NKr) 5.64 5.86 -3.8 Portugal Euro (€) 0.68 0.73 -6.5 Spain Euro (€) 0.68 0.73 -6.5 Sweden Krona (SKr) 6.59 6.76 -2.5 Switzerland Franc (CHF) 1.08 1.20 -9.8 United Kingdom Pound (£) 0.54 0.50 8.0

1 SUMMARY TABLES: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising as a percentage of Gross Domestic Product 2001 2002 2003 2004 2005 2006 2007 2008 Austria 0.90 0.85 0.86 0.87 0.87 0.88 0.91 0.93 Belgium 0.68 0.73 0.78 0.80 0.81 0.91 0.93 0.93 Denmark 0.83 0.75 0.74 0.75 0.76 0.84 0.86 0.81 Finland 0.76 0.73 0.74 0.76 0.76 0.74 0.73 0.76 France 0.59 0.56 0.55 0.56 0.55 0.55 0.54 0.52 Germany 0.87 0.78 0.74 0.73 0.75 0.78 0.78 0.76 Ireland 0.75 0.79 0.83 0.94 0.90 0.95 0.97 0.97 Italy 0.62 0.58 0.58 0.60 0.60 0.58 0.58 0.55 Netherlands 0.83 0.78 0.72 0.70 0.68 0.68 0.68 0.63 Norway 0.84 0.87 0.96 1.00 1.08 1.07 0.63 0.57 Portugal 0.70 0.61 0.61 0.63 0.61 0.58 0.58 0.56 Spain 0.79 0.73 0.70 0.72 0.73 0.73 0.75 0.64 Sweden 0.71 0.66 0.63 0.64 0.67 0.71 0.72 0.73 Switzerland 0.97 0.88 0.82 0.72 0.75 0.78 0.82 0.82 UK 1.01 0.94 0.92 0.95 0.87 0.88 0.91 0.93 Western Europe^ 0.79 0.73 0.72 0.73 0.73 0.74 0.73 0.70 Note: These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. ^above countries only

2 SUMMARY TABLES: ADVERTISING EXPENDITURE

Distribution of advertising expenditure by medium (% of total) 2008 % adspend News- Maga- (US$m) papers zines TV Radio Cinema Outdoor Internet Austria 3,848 38.7 19.4 23.7 6.8 0.5 6.8 4.1 Belgium 4,641 28.0 9.5 38.0 11.9 0.8 7.9 3.9 Denmark 2,770 37.5 12.9 17.2 1.8 0.4 9.5 20.7 Finland 2,061 48.9 14.3 19.0 3.6 0.2 3.1 10.8 France 14,946 15.0 19.0 32.9 7.3 0.7 11.0 14.1 Germany 27,540 35.8 21.0 21.5 3.8 0.4 4.3 13.3 Ireland 2,725 58.0 2.2 19.5 8.0 0.5 10.5 1.3 Italy 12,684 17.9 13.2 54.3 6.6 0.6 3.6 3.9 Netherlands 5,509 39.4 20.1 23.0 7.4 0.1 4.4 5.6 Norway 2,544 51.4 4.5 22.1 4.2 1.0 3.8 13.0 Portugal 1,359 7.1 15.4 57.0 5.1 0.6 12.8 2.1 Spain 10,246 21.5 8.8 44.0 9.2 0.3 7.4 8.7 Sweden 3,493 38.3 11.0 21.6 3.2 0.5 4.6 20.9 Switzerland 4,025 32.5 20.2 25.6 3.5 1.0 10.5 6.6 UK 22,810 28.4 10.9 26.1 3.5 1.4 6.5 23.1 Western Europe^ 83,465 29.5 15.0 30.2 5.5 0.7 6.3 12.6 Note: 1. These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. 2. For Denmark, 'outdoor' includes 'other', and as well as outdoor includes free magazines, directories, annuals, and trade press. ^above countries only

3 SUMMARY TABLES: TELEVISION

TELEVISION

Household penetration of TV accessories (%) Television Homes penetration Percentage of TV homes with Country (000s) % Colour PVR Satellite Cable DTT IPTV Austria 3,537 97 99.0 30.0 54.0 39.0 3.0 - Belgium 4,895 99 - 8.5 8.7 95.6 - - Denmark 2,532 100 100.0 2.1 15.0 67.0 - - Finland 2,442 92 - 41.0 * 47.0* 44.0 - France 27,690 91 98.3 8.2 15.3 9.4 48.2 14.2 Germany 34,990 - 97.0 2.2 44.1 51.3 4.6 0.1 Ireland 1,621 98 100.0 12.0 38.0 39.0 - - Italy 24,282 97 98.2 - 27.4 6.5 21.7 - Netherlands 7,242 98 - 17.7 8.0 42.8 19.0 1.8 Norway 2,105 100 100.0 12.7 33.0 49.3 - - Portugal 3,505 100 96.7 18.9 10.5 26.6 - 4.1 Spain 16,645 100 99.5 8.2 21.0 11.8 45.8 3.3 Sweden 4,591 100 99.9 22.0 21.0 47.0 - 6.0 Switzerland 3,337 94 - 6.1 10.8 78.8 0.8 0.9 UK 26,176 97 100.0 21.0 38.9 14.2 38.2 0.4 * cable or satellite

4 SUMMARY TABLES: TELEVISION

Viewing/rates Average minutes Average 30 sec viewed per day CPT US$ Country Adults Adults Austria 160 21.9 Belgium 168/203* 17.6/22.5* Denmark 165 27.1 Finland 177 23.7 France 217 10.4 Germany 221 - Ireland 199 14.4 Italy 247 23.7 Netherlands 184 12.4 Norway 174 35.5 Portugal 221 27.6 Spain 227 6.3 Sweden 170 13.4 Switzerland 150 42.3 UK 225 8.9 * North/South

5 SUMMARY TABLES: NEWSPAPERS/MAGAZINES

NEWSPAPERS/MAGAZINES Average rates Newspaper Magazine B/W CPT US$ colour CPT US$ Country Adults Adults Austria 37.6 39.7 Belgium 65.9/64.4* 21.9 Denmark 40.0 33.3 Finland 82.9 22.1 France 59.6** 12.8 Germany 80.1 24.9 Ireland 61.3 37.6 Italy 106.3 53.4 Netherlands 38.8 20.6 Norway 56.4 27.1 Portugal 24.0 35.7 Spain 25.3 26.6 Sweden 67.2 22.5 Switzerland 43.7 74.4 UK 19.4 22.6 * North/South ** Colour

6 SUMMARY TABLES: RADIO

RADIO Stations/rates Number of Average 30 sec commercial radio CPT US$ Country stations Adults Austria 83 6.6 Belgium 10 9.9 Denmark 36 - Finland 56 - France 16 11.9 Germany 363 2.5 Ireland 29 7.2 Italy 272 4.9 Netherlands 230 5.4 Norway 3 19.9 Portugal 352 6.3 Sweden 80 - Switzerland 42 18.5 UK 308 3.7

7 SUMMARY TABLES: OUTDOOR

OUTDOOR Sites Number of Country outdoor sites Austria 63,005 Belgium 37,802 Finland 110,000 Germany 344,690 Ireland 31,584 Italy 157,561 Netherlands 22,350 Norway 36,930 Portugal 128,025 Spain 151,327 Sweden 37,353 Switzerland 100,000 UK 123,611

8 SUMMARY TABLES: CINEMA CINEMA Screens/rates Number of Average 60 sec cinema CPT US$ Country screens Adults Austria 577 384.7 Belgium 490 176.5 Denmark 232 76.5 Finland 320 216.2 France 5,398 133.8 Germany 4,828 - Ireland 434 81.9 Italy 3,060 - Netherlands 564 132.4 Norway 662 - Portugal 572 55.6* Spain 4,296 - Sweden 1,100 97.5 Switzerland 485 338.9 UK 3,661 216.1 * 30 sec

9 SUMMARY TABLES: CINEMA

Cinema admissions (mill) 2001 2002 2003 2004 2005 2006 2007 2008 Austria 18.8 19.2 17.7 19.4 15.7 17.3 15.7 - Belgium 24.0 24.4 22.7 24.1 22.1 23.9 22.7 21.9 Denmark - 21.4 20.4 21.2 20.2 20.9 20.1 21.2 Finland 6.5 7.7 7.7 6.9 6.1 6.7 6.5 6.9 France 187.1 184.4 173.5 194.8 176.0 189.0 178.0 189.0 Germany 177.9 163.9 149.0 156.7 127.3 136.7 - - Ireland 15.9 17.3 17.4 17.3 16.4 17.8 - - Italy 101.0 89.0 87.0 97.0 90.0 92.0 104.0 99.0 Netherlands 23.8 24.1 24.9 23.0 20.6 23.4 23.1 23.6 Norway 12.0 12.0 13.0 12.0 11.3 12.0 10.8 11.8 Portugal 20.9 19.5 19.0 18.7 15.7 16.4 16.3 16.0 Spain 133.1 141.0 137.5 143.9 127.6 121.1 116.9 107.8 Sweden 18.1 18.3 18.2 16.6 14.6 15.3 14.9 15.3 Switzerland 17.1 18.8 17.0 17.7 15.4 16.8 - - UK 156.0 176.0 167.0 171.3 164.7 157.0 162.0 164.0

10 SUMMARY TABLES: INTERNET

INTERNET

Internet Adult population households (%) with access (%) Austria 71 73 Belgium 59 62 Denmark 90 87 Finland 76 83 France 54 67 Ireland 54 66 Italy 73 - Netherlands - 84 Norway 82 88 Portugal 51 49 Spain 43 32 Sweden 85 78 Switzerland 84 80 UK 70 76

11 SUMMARY TABLES: MEDIA REACH

MEDIA REACH

Daily (%) Monthly (%) News- Maga- Mobile papers TV Radio Internet zines Cinema TV Austria 76 63 82 44 76 19 - Belgium 54 93 82 43 97 47 - Denmark 71 61 82 62 96 - - Finland 76 87 75 63 97 15 - France - 81 82 - - 63 5 Ireland 38 98 89 45 77 22 - Italy - 78 72 - 42 14 - Netherlands 66 66 71 50 95 12 - Norway 72 94 80 72 - 14 - Portugal 40 82 55 39 39 20 - Spain 41 89 55 33 41 - - Sweden 77 85 74 68 - 6 1 Switzerland 84 70 90 - 93 17 - UK 45 73 - - 64 18 - * national newspapers only

12 AUSTRIA: ECONOMIC DATA

AUSTRIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.68 € at 2008 rate

Gross Domestic Product (€ billion) at current prices 212.5 218.8 223.3 232.8 244.5 257.3 270.8 282.4 % change 1.0 3.0 2.1 4.3 5.0 5.2 5.2 4.3 at 2008 prices 244.8 247.7 249.4 254.8 261.5 271.3 279.5 282.4 % change -1.7 1.2 0.7 2.1 2.7 3.7 3.0 1.0

Gross Domestic Product per capita (€ 000s) at current prices 26.1 27.1 27.4 28.4 29.7 31.1 32.6 33.9 at 2008 prices 30.1 30.7 30.6 31.1 31.8 32.8 33.6 33.9

Gross Domestic Product (US$ billion) at current prices 311.1 320.4 326.9 340.8 358.0 376.7 396.5 413.5 at 2008 prices 358.4 362.7 365.2 373.0 382.9 397.2 409.3 413.5

Gross Domestic Product per capita (US$ 000s) at current prices 38.2 39.6 40.2 41.6 43.5 45.6 47.7 49.6 at 2008 prices 44.0 44.9 44.9 45.5 46.5 48.0 49.3 49.6

Population Millions 8.1 8.1 8.1 8.2 8.2 8.3 8.3 8.3

Consumer Price Index 2008=100 86.8 88.3 89.5 91.4 93.5 94.8 96.9 100.0 % change 2.7 1.7 1.4 2.1 2.3 1.4 2.1 3.2

Ad.spend as a % of GDP 0.90 0.85 0.86 0.87 0.87 0.88 0.91 0.93

Advertising Expenditure Growth (%) at current prices 0.9 -2.6 2.9 5.7 5.4 5.8 9.7 6.2 at 2008 prices -1.8 -4.2 1.5 3.6 3.0 4.3 7.4 2.9 Source: IFS, ZenithOptimedia

13 AUSTRIA: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE

Advertising expenditure in € million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,492 459 415 355 152 9 103 - 1999 1,725 543 477 425 151 9 119 - 2000 1,894 721 414 479 158 11 112 - 2001 1,912 712 438 464 162 10 125 - 2002 1,862 683 431 456 147 9 136 - 2003 1,915 713 426 463 154 11 138 10 2004 2,025 756 430 497 171 10 139 22 2005 2,134 833 422 508 172 14 157 28 2006 2,257 882 438 545 170 15 170 37 2007 2,475 974 468 596 170 15 171 81 2008 2,629 1,017 509 623 178 14 180 108

Advertising expenditure in € million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,816 558 505 432 185 11 125 - 1999 2,089 658 578 515 183 11 145 - 2000 2,241 853 490 566 187 13 132 - 2001 2,202 820 505 535 187 12 144 - 2002 2,108 773 488 516 166 10 154 - 2003 2,140 796 476 517 172 13 154 12 2004 2,216 827 471 544 187 11 152 24 2005 2,283 891 451 543 184 15 168 30 2006 2,380 930 462 575 179 16 179 39 2007 2,555 1,005 483 615 175 15 177 84 2008 2,629 1,017 509 623 178 14 180 108 Source: Focus Media Research Notes: 1. Includes agency commission at 15% 2. Excludes production costs 3. Excludes classified advertising (except online) 4. Before discounts 5. Daily newspapers only 6. Internet includes actual figures for display and estimates for search

Main advertising restrictions Tobacco: Banned on TV and radio, allowed with health warnings on outdoor and in press. Alcohol: Heavily restricted. Pharmaceutical: Ads for OTC medicines must be clearly labelled as such. Children's: Advertising during children`s programmes is banned. Political: Restricted.

14 AUSTRIA: POPULATION

POPULATION

Land area (km2) 82,445 Capital city Vienna Language German Currency Euro (€) Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 702 668 1,370 16-24 468 453 921 25-34 544 541 1,085 35-44 682 674 1,356 45-54 618 615 1,233 55-64 454 480 934 65+ 590 848 1,438 Total 4,058 4,279 8,337 Source: Statistik Austria

Adult status Male Female Total (000s) (000s) (000s) AB 1,196 928 2,124 C1 724 716 1,440 C2 696 712 1,408 D 605 803 1,408 E 202 488 690 Total 3,423 3,647 7,070 Source: MA 2008/09

Definition of adult status: AB = high education (university, higher education institution) and/or high income C1 = secondary education (vocational school), middle income C2 = secondary education, middle to low income D = elementary education, low income E = subsistence

15 AUSTRIA: TELEVISION

TELEVISION

Number of households: 3,537,000

Number of television households: 3,446,260 (97.4%)

Television homes with: Colour 99.0% VCR 58.3% DVD 61.0% PVR/DVR 30.0% Cable (connection) - total 39.0% Digital cable (connection) 7.0% Satellite dish (DTH) - total 54.0% Digital satellite dish 51.0% Digital terrestrial television (DTT) 3.0% Source: AGTT, GfK, Teletest 09/2009, MA 2008

TV licence cost (per year): €223.0-€284.5

Average minutes viewed per day per adult (12+): 160

Average pay-TV subscription cost Average monthly subscription € Cable (analogue) 14.5-25.0 Cable (digital) 14.5-25.0 IPTV 4.9 Source: Operators

16 AUSTRIA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial ORF1 99.5 24 300 ORF2 99.8 24 279 ATV 96.8 24 1,036 Pro7 A 86.8 24 1,261 Sat.1 A 86.9 24 1,267 Kab.1 A 86.9 24 1,341 Puls TV 85.0 24 854 RTL A 80.2 24 1,423 RTL2 A 79.9 24 1,522 SRTL A 78.2 24 604 Vox A 80.3 24 1,408 Nick Viva 63.4 24 435 MTV A 69.6 24 664 Austria9 63.0 24 999 GoTV 71.4 24 1,067 Source: Teletest, PC#TV 09/2009

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € ORF1 1930-2200 4,705 186 25.3 ORF2 1930-2200 6,889 521 13.2 ATV 1930-2200 832 65 12.9 Pro7 A 1930-2200 736 48 15.4 Sat.1 A 1930-2200 631 58 10.9 Kab.1 A 1930-2200 374 32 11.7 Puls TV 1930-2200 260 27 9.6 RTL A 1930-2200 816 51 16.0 RTL2 A 1930-2200 243 19 12.8 SRTL A 1930-2200 178 17 10.3 Vox A 1930-2200 573 49 11.8 Nick Viva 1930-2200 68 11 6.0 MTV A 1930-2200 94 1 77.2 Austria9 1930-2200 134 1 92.0 GoTV 1930-2200 45 2 22.8 Source: Teletest, PC#TV 09/2009, TA

Average CPT (all commercial channels): €14.9

17 AUSTRIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Ind. (3+) Adults (12+) € (mill) Commercial ORF1 16.8 16.8 148.2 ORF2 24.1 25.1 171.9 ATV 3.0 3.0 40.6 Pro7 A 3.7 3.6 50.8 Sat.1 A 5.3 5.4 45.2 Kab.1 A 1.9 1.9 21.2 Puls TV 1.0 1.1 4.6 RTL A 3.5 3.6 49.0 RTL2 A 1.5 1.5 20.4 SRTL A 1.8 1.0 13.5 Vox A 2.5 2.5 32.1 Austria9 0.3 0.3 - Nick Viva 0.5 0.3 4.6 MTV A 0.3 0.3 8.6 GoTV 0.1 0.1 4.2 Source: Teletest, PC#TV, Focus Media Research

Top ten television programmes (2008) Adult Programme Channel TVR (000s) Euro Austria v. Germany/Poland v. Croatia (H2) ORF1 2,188.8 Euro Austria v. Germany/Poland v. Croatia (H1) ORF1 1,971.0 Euro Germany v. Spain (H2) ORF1 1,808.8 Zeit im Bild 1 Nationalratswahl 2008 ORF2 1,804.7 Nationalratswahl 2008 ORF2 1,727.3 Euro Austria v. Poland (H2) ORF1 1,670.3 Euro Germany v. Spain (H1) ORF1 1,551.0 Euro Austria v. Poland (H1) ORF1 1,527.9 Opernball 2008 die Eroeffnung ORF2 1,507.0 Euro Austria v. Croatia (H2) ORF1 1,484.6 Source: Teletest, PC#TV

18 AUSTRIA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (000s) Category € (000s) Procter & Gamble 28,237 Telecoms 33,159 Telekom Austria 22,749 Automotive 19,472 Rewe 20,201 Chocolate/confectionery 18,281 Ferrero Österreich Handels 18,587 Furniture (trade) 17,425 Henkel 16,639 Food (trade) 16,481 XXXLutz 16,366 Banking 16,162 L'Oréal 16,358 Lotto/sweepstakes/betting 14,393 T-Mobile 15,706 Milk products 14,067 Unilever 14,940 Non-alcoholic beverages10,045 Mars 14,381 Hair care 9,575 Source: Focus Media Research Source: Focus Media Research

Top television owners/sales houses (2008) TV revenue Owner € (mill) ORF 320.1 IP 115.0 Seven One Media 124.5 ATV 40.6 Goldbach Media 13.2 Gotv Fernseh 4.2 Source: Focus Media Research

19 AUSTRIA: NEWSPAPERS

NEWSPAPERS

Newspapers N=National R=Regional F=Free Adult Full page Adult CPT Full page d=daily w=weekly Circulation readership B/W B/W Colour Title (000s) (000s) € € € Kronen Zeitung (d, N) 930 2,919 30,869 10.6 30,869 Bezirksjournal (w, R, F) 705 666 19,923 29.9 19,923 Tips OÖ (w, R, F) 690 751 15,370 20.5 15,370 Bezirksrundschau (w, R, F) 521 562 16,413 29.2 16,413 Woche Steiermark (w, R, F) 506 723 18,143 25.1 18,143 Heute (d, R) 482 680 18,496 27.2 18,496 Rundschau am Sonntag (w, R, F) 336 512 9,240 18.0 9,240 Kleine Zeitung (d, R) 311 843 17,855 21.2 21,005 Österreich (d, N) 306 684 16,720 24.4 16,720 Bezirksblätter Tirol (w, R, F) 256 428 11,401 26.6 11,401 Woche Kärnten (w, R, F) 220 336 8,560 25.5 8,560 Kurier (d, N) 213 622 24,422 39.3 24,422 Bezirksblätter Salzburg (w, R, F) 210 314 7,844 25.0 7,844 Salzburger Fenster (w, R, F) 186 296 9,600 32.4 12,480 Salzburger Woche (w, R) 185 324 5,600 17.3 7,280 NÖN-NÖ Nachrichten (w, R) 171 657 21,000 32.0 21,000 BVZ (w, R) 171 146 3,780 25.9 3,780 Der Grazer (w, R, F) 165 178 6,800 38.2 6,800 OÖN-OÖ Nachrichten (d, R) 137 355 12,929 36.4 17,083 Wann & Wo am Sonntag (w, R, F) 128 224 5,124 22.9 3,646 Wann & Wo am Mittwoch (w, R, F) 127 198 4,284 21.6 3,058 Das kleine Blatt (w, R, F) 112 153 3,678 24.0 3,678 Der Standard (d, N) 112 421 19,163 45.5 19,163 TT-Tiroler Tageszeitung (d, R) 110 329 10,928 33.2 15,612 Die Presse (d, N) 108 265 18,071 68.2 18,071 SN-Salzburger Nachrichten (d. R) 94 262 10,902 41.6 15,263 VOR Magazin (m, R, F) 60 185 4,900 26.5 4,900 KTZ-Neue Kärntner Tag. (d, R) 43 56 2,035 36.3 2,035 Wirtschaftsblatt (d, N) 38 90 8,969 99.7 8,969 Neue Vbg. Tageszeitung (d, R) 12 37 1,411 38.1 2,050 Source: MA 2008/09, Regioprint 2009, ÖAK 2009

Average CPT (B/W): €25.6

20 AUSTRIA: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (000s) Category € (000s) Hofer 38,440 Food (retail) 91,047 Spar 25,007 Marketing/advertising/print 49,672 Media Saturn 15,683 Public institutions 40,261 Rewe 14,881 Automotive 39,112 Telekom Austria 13,603 Banking 36,397 VWD - Vereinigte Wirt. 13,529 Telecoms 31,588 Porsche 11,160 Financial assets 28,898 Lidl 10,593 Fairs/exhibitions/events 28,293 ORF 9,019 Furniture (retail) 20,970 T-Mobile 8,748 Electronic media 20,506 Source: Focus Media Research Source: Focus Media Research

Top newspaper owners (2008) Owner Styria Medien Mediaprint Source: ZenithOptimedia

21 AUSTRIA: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly Circulation readership Colour Colour B/W Title (000s) (000s) € € € General interest Complete (bm) 619 448 12,000 26.8 12,000 Die Ganze Woche (w) 401 982 11,400 11.6 11,400 Kurier Freizeit (w) 260 491 12,584 25.6 12,584 Unsere Generation (m) 245 330 10,500 31.8 10,500 News (w) 223 835 15,790 18.9 15,790 ORF Nachlese (m) 105 414 7,150 17.3 7,150 Profil (w) 90 451 12,690 28.1 12,690 E-Media (f) 72 318 11,390 35.8 11,390 Falter (w) 63 100 4,950 49.5 4,950 Immobilien Magazin 24 72 4,853 67.4 4,853 Women's Woman (f) 204 525 14,490 27.6 14,490 Maxima (m) 108 228 10,000 43.9 10,000 Seitenblicke (w) 81 177 7,900 44.6 7,900 Wienerin (m) 80 258 9,200 35.7 9,200 Miss (m) 65 107 5,600 52.3 5,600 Welt der Frau (m) 60 226 4,930 21.8 4,930 Brigitte (f) 45 216 9,400 43.5 9,400 Compliment (bm) 40 38 6,500 171.1 6,500 Diva (m) 40 81 6,000 74.1 6,000 Eltern (m) 35 227 9,500 41.9 9,500 Health Wellness Magazin (m) 120 94 5,990 63.7 5,990 Medizin Populär (m) 100 343 6,500 19.0 6,500 News Leben (m) 85 179 9,690 54.1 9,690 Gesünder Leben (m) 61 256 5,500 21.5 4,320 Men's Auto Touring (m) 1,421 1,941 21,000 10.8 14,000 Freie Fahrt (bm) 375 444 12,400 27.9 8,000 Auto Revue (m) 65 385 10,390 27.0 10,390 Alles Auto (m) 65 312 8,900 28.5 8,900 Sportwoche (w) 63 164 7,500 45.7 7,500 Wiener (m) 48 160 7,190 44.9 7,190 Sportmagazin (m) 41 308 9,100 29.5 9,100 Motorradmagazin (m) 32 176 5,600 31.8 5,600 Nature/travel Universum (m) 52 229 6,390 27.9 6,390 Geo (m) 47 536 10,200 19.0 10,200

22 AUSTRIA: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly Circulation readership Colour Colour B/W Title (000s) (000s) € € € Business Magazines Gewinn (m) 81 336 13,195 39.3 7,540 Trend (m) 60 299 12,290 41.1 12,290 Format (w) 60 171 10,190 59.6 10,190 Top Gewinn (3/year) 50 132 7,455 56.5 4,260 Living/decoration Besser Wohnen (m) 72 183 7,700 42.1 7,700 Gusto (m) 68 602 10,500 17.4 10,500 H.O.M.E. (m) 48 98 6,250 63.8 4,750 Schöner Wohnen (m) 26 342 9,200 26.9 9,200 TV Tele (w) 1,252 2,050 30,800 15.0 30,800 TV Woche (w) 310 - 31,000 - 29,900 TV media (w) 253 986 14,690 14.9 14,690 Source: MA 2008/09, ÖAK 2009

Average CPT (Colour): €27.0

23 AUSTRIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (000s) Category € (000s) News Verlagsgruppe 18,521 Print media 25,271 Telekom Austria 7,602 Automotive 23,725 L'Oréal 7,341 Telecoms 19,438 Beiersdorf 6,525 Banking 17,786 Presse u. Info. der Stadt Wien 5,375 Public institutions 13,473 ORF 5,040 Electronic media 11,108 Raiffeisen Sektor 4,643 Cosmetics 10,402 Bank Austria 4,587 Fairs/exhibitions/events 10,192 T-Mobile 4,304 Watches & jewellery 9,852 Unilever 3,367 Internet/homepages 8,300 Source: Focus Media Research Source: Focus Media Research

Top magazine owners (2008) Magazine revenue Owner € (000s) News Verlagsgruppe 179,000 Styria Medien - Source: Focus Media Research, ZenithOptimedia

24 AUSTRIA: RADIO

RADIO

Number of commercial analogue radio stations: 83 Source: RTR

Average daily listening minutes per adult: 198 Source: Radiotest 2008/09

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time € (000s) € National Ö3 music 0800-0900 3,437 705 4.9 FM4 music 1100-1200 167 73 2.3 RMS Top music 0900-1000 1,634 379 4.3 Krone Hit Radio music 1000-1100 207 77 2.7 Main regional Radio Wien music 0900-1000 457 97 4.7 Radio NÖ music 0800-0900 500 202 2.5 Radio Burgenland music 0800-0900 222 70 3.2 Radio Steiermark music 0700-0800 522 163 3.2 Radio Kärnten music 0700-0800 286 98 2.9 Radio Oberösterreich music 0700-0800 566 147 3.8 Radio Salzburg music 0700-0800 369 83 4.4 Radio Tirol music 0700-0800 357 87 4.1 Radio Vorarlberg music 0800-0900 211 44 4.8 Source: Radiotest 2008/09

Average CPT (all commercial stations): €4.5

25 AUSTRIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser € (000s) Category € (000s) Rewe 7,566 Telecoms 18,784 XXXLutz 6,791 Automotive 18,160 Spar 5,347 Furniture (retail) 13,724 Österr. Lotterien 4,349 Food (retail) 12,351 Kika/Leiner 3,847 Print media 9,635 Media Saturn 3,322 Lotto/sweepstakes/betting 6,075 Sport Eybl & Sports Experts 2,984 Sports equipment 4,959 T-Mobile 2,937 Electrical equipment 4,854 Hartlauer 2,903 DIY 4,443 Porsche 2,826 Perfumery & pharmacies 4,141 Source: Focus Media Research Source: Focus Media Research

Top radio Top radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner € (000s) Sales house € (000s) ORF 117,700 ORF Enterprise 117,700 Mediaprint - RMS 39,400 Styria Medien - Kronehit - Source: Focus Media Research, Source: Focus Media Research, ZenithOptimedia ZenithOptimedia

26 AUSTRIA: OUTDOOR

OUTDOOR

Number of 24-sheet outdoor sites: 63,005

Type, size and cost of sites Number of Cost per panel* Type/size of display sites per month € Superstar 1,224 928 Star Plus 5,612 620 Star 9,307 464 Top 22,157 310 Select 18,206 180 Standard 6,499 120 Source: Epamedia *24-sheet

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (000s) Category € (000s) Telekom Austria 5,495 Telecoms 19,750 Spar 5,268 Automotive 14,319 T-Mobile 4,105 Fairs/exhibitions/events 11,727 Österr. Lotterien 3,847 Politics 8,991 Vienna Insurance Group 3,807 Banking 8,710 Orange 3,115 Insurance 7,246 Sparkassen Verband 3,100 Non-alcoholic beverages 5,356 Raiffeisen Sektor 2,760 Lotto/sweepstakes/betting 4,687 Toyota 2,747 Electronic media 4,512 Renault Nissan 2,547 Fashion 4,141 Source: Focus Media Research Source: Focus Media Research

Top outdoor contractors (2008) Contractor EPAMEDIA Gewista Ankünder Steiermark Kartnigs Perspektiven Gutenberg-Werbering Heimatwerbung Tirol Source: KfV (Drive)

27 AUSTRIA: CINEMA

CINEMA

Number of cinema screens: 577 Source: FV der Lichtspieltheater u. Audiovisionsveranstalter

Average cost of a 60 sec. spot per screen per week: €180 Source: Cinecom ChannelKalkulatorDIGITAL 2009

Average CPT: €163

Number of screens used in typical national campaign: 252 Source: Cinecom ChannelKalkulatorDIGITAL 2009

Trend in admissions Admissions Gross takings (mill) € (mill) 2002 19.2 114.5 2003 17.7 108.3 2004 19.4 124.7 2005 15.7 104.3 2006 17.3 114.3 2007 15.7 105.5 Source: FV der Lichtspieltheater u. Audiovisionsveranstalter

Cinema audience profile Age % 16-24 27.2 25-34 22.4 35-49 28.8 50+ 13.5 Sex % Male 50.3 Female 49.7 Class % A 11.3 B 22.1 C1 20.5 C2 18.9 D 18.2 E 8.9 Source: MA 2008/09

28 AUSTRIA: CINEMA

Top films (2008) Gross takings Film € (000s) Mamma Mia! 5,180 Madagascar 2 4,746 Quantum of Solace 3,500 Kung Fu Panda 3,220 Hancock 3,094 The Dark Knight 3,080 Kleinohrhasen 2,254 Indiana Jones and the Kingdom of the Crystal Skull 2,226 Sex and the City 2,114 Source: FV der Lichtspieltheater u. Audiovisionsveranstalter, ZenithOptimedia

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser € (000s) Category € (000s) Österr. Lotterien 952 Telecoms 1,438 AMA 723 Lotto/sweepstakes/betting 957 T-Mobile 601 Non-alcoholic beverages 698 Media Saturn 517 Meat/sausages 683 Telekom Austria 430 Electrical equipment 517 Red Bull 316 Automotive 473 Rewe 261 Banking 341 Minopolis Kinder. 218 Associations/clubs 278 Raiffeisen Sektor 201 Alcoholic beverages 234 Österr. Rotes Kreuz 157 Amusements/adventure parks 227 Source: Focus Media Research Source: Focus Media Research Top cinema Top cinema owners (2008) sales houses (2008) Owner Sales house Constantin/Cineplexx Cinecom Hollywood Megaplex IP UCI Multiplex Source: ZenithOptimedia Dieselkino Laas (Kärnten) Obermayr Source: FV der Lichtspieltheater u. Audiovisionsveranstalter

29 AUSTRIA: INTERNET INTERNET Homes with internet connection: 2,500,000 (70.7%) Adult internet users: 5,100,000 (73.2%) Adult internet users with home broadband: 4,900,000 Typical monthly cost of internet access: €15.0 Average minutes spent online Per day Adults Total 140.8 Source: marketagent.com Cost of display ads Top ten search keywords Typical cost per thousand Type € Keyword Content ad 50 wien Skyscraper 40 youtube Big size banner 30 österreich Full banner 20 wetter Sitebar 55 google Video ad 50 gmx In-stream 45 wikipedia Flap banner 25 video Source: Sales houses orf ebay Internet user profile Source: Google Insights for Search Age % 16-24 17.8 25-34 20.7 35-54 42.3 55-64 9.9 65+ 4.3 Sex % Male 53.6 Female 46.4 Class % A 14.2 B 26.2 C1 24.1 C2 18.7 D 13.3 E 3.5 Source: MA 2008/09

30 AUSTRIA: INTERNET

Top ten internet sites (2008) Top ten search engines (2008) Unique visitors Site per month Search engine herold.at 1,667,301 Google derstandard.at 1,330,864 Abacho krone.at 1,142,319 AOL 123people.at 1,109,640 Yahoo! kurier.at 793,880 AustroNaut diepresse.com 774,502 Austrolinks willhaben.at 723,030 Fireball sms.at 692,909 AltaVista oemtc.at 589,596 MetaGer netlog.com 581,812 Lycos Source: ÖWA Basic average Q1-Q3 Source: Marketagent, Google-Studie

Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser € (000s) Category € (000s) Eduscho 5,858 Telecoms 13,493 T-Mobile 5,527 Lotto/sweepstakes/betting 9,649 Bwin International 3,258 Automotive 7,661 Telekom Austria 2,333 Coffee 6,097 Österr. Lotterien 2,283 Banking 4,329 Ford Motor Company 1,966 Aircraft 2,986 ING DiBa Direktbank 1,702 IT 2,121 Cashpoint Sportwetten 1,688 Mail order 2,032 Otto-Versand 1,671 Industry (range/image) 1,734 Hutchison 3G 1,659 Finance 1,700 Source: Focus Media Research Source: Focus Media Research

Top ten internet Top internet owners (2008) sales houses (2008) Owner Sales house ORF.at AdLink GMX Adworx Microsoft Advertising Tripple ad-locator.net Geizhals Netzwerk Herold Business Data Herold.at Tiscover oe24 Netzwerk Austria.com/plus derStandard.at Medienwirtschaft Premium Austria.com Feratel Panoramakammeras SevenOne Interactive Mediazone Advertising NEWS Networld Source: ÖWA Basic average Q1-Q3 Source: ÖWA Basic average Q1-Q3

31 AUSTRIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults 14+) Daily Weekly Monthly Conventional television 63.2 - - Mobile television 4.2 9.3 - Newspapers75.7 - - Magazines- - 75.9 Radio82.3 - - Outdoor- 84.4 86.5* Cinema- 4.2 18.8 Internet44.4 60.5 62.9 Source: MA 2008//09, Teletest, Radiotest 2008/09, Ambientmeter 2009 *in last 3 weeks OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (mill) Category € (mill) Telekom Austria 57.3 Telecoms 176.0 Spar 53.5 Food (retail) 141.4 Rewe 47.7 Automotive 137.4 T-Mobile 43.1 Finance 108.2 Hofer 41.5 Furniture (retail) 86.2 Österr. Lotterien 37.6 Public insitutions 82.7 Media Saturn 33.3 Fairs/exhibitions/events 72.3 XXXLutz 31.7 Marketing/advertising/print 76.8 Procter & Gamble 31.5 Print media 73.3 Raiffeisen Sektor 29.8 Lotto/sweepstakes/betting 69.2 Source: Focus Media Research Source: Focus Media Research Top media Top owners (2008) sales houses (2008) Media revenue Media revenue Owner € (mill) Sales house € (mill) ORF 437.6 ORF Enterprise 437.6 Verlagsgruppe News 179.0 Verlagsgruppe News 179.0 ProSiebenSat.1 Media 124.5 SevenOne Media 124.5 RTL Group 115.0 IP 115.0 Mediaprint * ATV 40.6 Styria Medien * RMS 39.4 Source: Focus Media Research Mediaprint * * no revenues available, therefore a ranking Styria Medien * is not possible Source: Focus Media Research

32 BELGIUM: ECONOMIC DATA

BELGIUM ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 0.68 € at 2008 rate

Gross Domestic Product (€ billion) at current prices 259.0 268.0 275.0 290.0 302.0 318.0 335.0 342.0 % change 2.8 3.5 2.6 5.5 4.1 5.3 5.3 2.1 at 2008 prices 304.0 309.4 312.7 323.0 327.3 338.5 350.1 342.0 % change 0.3 1.8 1.1 3.3 1.3 3.4 3.4 -2.3

Gross Domestic Product per capita (€ 000s) at current prices 25.3 26.1 26.7 28.0 29.0 30.4 31.8 32.3 at 2008 prices 29.7 30.1 30.3 31.2 31.4 32.3 33.3 32.3

Gross Domestic Product (US$ billion) at current prices 379.2 392.4 402.6 424.6 442.2 465.6 490.5 500.7 at 2008 prices 445.1 453.0 457.8 473.0 479.2 495.7 512.6 500.7

Gross Domestic Product per capita (US$ 000s) at current prices 37.1 38.2 39.1 41.0 42.4 44.5 46.6 47.3 at 2008 prices 43.5 44.1 44.4 45.7 46.0 47.3 48.7 47.3

Population Millions 10.2 10.3 10.3 10.4 10.4 10.5 10.5 10.6

Consumer Price Index 2007=100 85.2 86.6 87.9 89.8 92.3 93.9 95.7 100.0 %change 2.5 1.7 1.5 2.1 2.8 1.8 1.9 4.6

Adspend as a % of GDP 0.68 0.73 0.78 0.80 0.81 0.91 0.93 0.93

Advertising Expenditure Growth (%) at current prices -3.1 10.3 11.0 8.0 4.5 19.1 7.4 7.4 at 2008 prices -5.5 8.5 9.3 5.8 1.7 17.0 5.4 5.4 Source: IFS, ZenithOptimedia

33 BELGIUM: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE Advertising expenditure in € million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,532 322 238 656 134 23 158 2 1999 1,677 395 248 691 154 25 159 5 2000 1,821 407 245 782 186 25 162 13 2001 1,763 281 258 811 202 28 173 11 2002 1,944 386 269 865 208 23 182 11 2003 2,158 472 271 945 229 25 198 18 2004 2,331 531 282 1,004 253 25 205 32 2005 2,435 592 280 982 290 29 215 48 2006 2,899 876 287 1,071 327 30 227 82 2007 3,114 901 301 1,161 376 26 239 110 2008 3,170 887 300 1,205 377 27 249 125 Advertising expenditure in € million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,912 401 297 818 167 28 198 2 1999 2,069 487 306 852 190 31 196 6 2000 2,190 490 295 941 224 30 194 16 2001 2,070 329 302 952 238 33 203 13 2002 2,245 446 311 998 240 26 211 13 2003 2,454 537 308 1,075 260 28 225 20 2004 2,596 592 314 1,118 281 28 228 36 2005 2,639 642 304 1,064 314 31 233 52 2006 3,087 933 305 1,140 348 32 241 88 2007 3,254 942 314 1,214 392 27 250 115 2008 3,170 887 300 1,205 377 27 249 125 Source: MediaMark Belgium, CIM MDB, IAB Notes: 1. Includes agency commission 3. Before discounts 2. Excludes production costs 4. Excludes classified advertising 5. Newspapers include free regional newspapers from 2006 6. Internet includes banner ads, skyscrapers, buttons, pop-ups, text links, advertorial, content integration, interstitials, overlayers, site relooking, newsletters, email, keyword ads and an estimate for search. Main advertising restrictions Tobacco: Prohibited. Alcohol: No legislation, but the industry adheres to a code of practice. Pharmaceutical: Only registered medicines with government licences may be advertised. Political: Spending limits for each political party and candidate. Limits on the size and number of posters. No gifts may be given.

34 BELGIUM: POPULATION

POPULATION

Land area (km²) 30,278 Capital city Brussels Language Dutch, French Currency Euro (€) Source: CIA Factbook 2008

Population by age Male Female Total (000s) (000s) (000s) 12-14 188 179 367 15-24 633 611 1,243 25-34 691 682 1,373 35-44 796 777 1,573 45-54 776 768 1,543 55-64 628 639 1,267 65+ 761 1,057 1,817 Total 4,470 4,713 9,183 Source: CIM PMP 07/08

Adult status Male Female Total (000s) (000s) (000s) Social group 1-2 1,239 1,237 2,476 Social group 3-4 1,246 1,259 2,505 Social group 5-6 1,078 1,029 2,107 Social group 7-8 907 1,187 2,094 Total 4,470 4,713 9,183 Source: CIM PMP 07/08

Definition of adult status: Social group 1-2 = upper class Social group 3-4 = upper-middle class Social group 5-6 = lower-middle class Social group 7-8 = lower class

35 BELGIUM: TELEVISION

TELEVISION Number of households: 4,895,300 Number of television households: 4,841,451 (98.9%) Television homes with: VCR 71.2% DVD 64.5% PVR/DVR 8.5% Cable (connection) - total 95.6% Satellite dish (DTH) - total 8.7% Source: CIM 2007/2008

TV licence cost (per year): North: none South: €150 Brussels: included in regional tax

Average minutes viewed per day per adult: North: 168 South: 203

Average pay-TV subscription cost Average monthly subscription € Cable 12.73 DTH (basic) 9.90 DTH (premium) 13.30 DTT (basic) 4.00 DTT (premium) 6.00 IPTV 15.95

36 BELGIUM: TELEVISION

Main channels Ad mins Ad mins per per Channel week Channel week North South Non-commercial* Commercial Een (public) 77 La Une (public) 626 Canvas/Ketnet (public) 32 La Deux (public) 345 Commercial RTL-TVI 693 VTM 908 Club RTL 488 2Be 653 Plug TV 183 VT4 755 AB3 401 Vijf TV 468 AB4 155 Vitaya 427 BE 1 95 Nickelodeon/MTV North 337 Nickelodeon South 280 Source: CIM Audimetrie * only sponsorship and "non-commercial advertising"

Cost/audience Peak rate Peak adult 30 sec peak 30 sec audience adult CPT Channel € (000s) (000s) € (000s) North VTM 20,000 1,439 13.9 2Be 9,900 910 10.9 VT4 12,140 1,158 10.5 Vijf TV 3,890 361 10.8 Vitaya 3,243 223 14.5 South La Une 11,600 841 13.8 La Deux 10,200 784 13.0 RTL-TVI 19,140 921 20.8 Club RTL 6,500 489 13.3 Plug TV 6,800 277 24.6 AB3 1,500 177 8.5 AB4 500 143 3.5 BE 1/ BETV 600 77 7.8 Source: CIM Audimetrie, Check Up

Average CPT (all commercial channels): North: €12.0 South: €15.3

37 BELGIUM: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals 4+ Adults 15+ € (000s) North Non-commercial Een 31.7 32.9 53,046 Canvas/Ketnet 8.4 7.5 5,645 Commercial 0.0 0.0 VTM 21.3 21.7 351,915 2Be 5.9 5.9 95,709 VT4 6.5 6.4 137,119 Vijf TV 4.5 4.7 45,902 Vitaya 3.6 3.7 21,183 Nickelodeon/MTV North 1.4 0.7 15,147 MTV - - 3,933 Kanaal Z - - 7,339 TMF - - 12,798 Jim TV - - 10,367 South Commercial La Une 15.1 15.6 86,103 La Deux 5.1 5.1 20,365 RTL-TVI 19.2 19.6 206,355 Club RTL 4.9 4.2 43,098 Plug RTL 1.9 1.9 8,934 AB3 3.6 3.6 8,239 AB4 1.7 1.7 919 BE 1 0.4 0.4 1,801 Nickelodeon South 2.0 1.3 3,614 MTV South - - 8,722 Canal Z - - 1,374 MCM - - 25,899 Source: CIM Audimetrie, CIM MDB

38 BELGIUM: TELEVISION

Top ten television programmes (2008) North Adult 15+ Programme Channel TVR Witse Een 35.6 De Smaak Van De Keyser Een 31.5 De Pappenheimers Een 30.4 De Slimste Mens Ter Wereld Een 28.7 Katarakt Een 27.8 Geert Hoste Houdt Woord Een 26.6 Sara VTM 25.3 Eurosong Een 25.1 Debby & Nancy's Happy Hour Een 24.3 Sporza Canvas/Ketnet 24.2 Source: CIM Audimetrie

South Adult 15+ Programme Channel TVR Wallowine RTL-TVI 22.4 Le Journal De 19 Heures RTL-TVI 21.6 Edition Speciale RTL-TVI 20.9 Foot. Champ.E. 1/4f La Deux 19.6 Foot. Champ.E. Elim. La Une 19.2 Foot. Cm. Qualif. RTL-TVI 19.1 Camping RTL-TVI 19.0 Meteo RTL-TVI 18.9 Foot. Champ.E. Fin. La Une 18.7 Pirette? J'ai Tres Bien Connu L'autre RTL-TVI 17.4 Source: CIM Audimetrie

39 BELGIUM: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (000s) Category € (000s) Procter & Gamble 75,598 Culture/tourism/leisure 322,207 Belgacom 46,302 Food 293,160 Danone 45,108 Beauty 118,450 Unilever 44,048 Telecoms 83,834 Reckitt & Benckiser 39,156 Housekeeping 77,101 Kraft Foods 23,755 Services 73,387 Coca-Cola 23,136 Transport 67,889 L'Oréal 20,547 Retail 54,321 Vlaamse Media Maatschappij 20,174 Health 42,510 Telenet 19,782 Home/office equipment 39,063 Source: CIM MDB Source: CIM MDB

Top ten television sales houses (2008) TV revenue Sales house € (000s) VMMTV 457,991 IPB 258,387 SBS Belgium 183,020 RMB 152,929 VAR 58,692 RTVM 27,008 MTV Networks 25,454 Vitaya 21,183 Abregio 9,158 Roularta 8,713 Source: CIM MDB

40 BELGIUM: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) € € Dutch (North) Het Laatste Nieuws+De Nieuwe Gazet 285 1,042 33,200 31.9 Het Nieuwsblad+De Gentenaar 265 901 36,440 40.4 Metro NL (free) 134 335 9,725 29.0 Gazet van Antwerpen 104 422 19,200 45.5 Belang van Limburg 100 389 17,400 44.8 Standaard 90 342 23,400 68.5 Morgen 58 261 13,400 51.4 De Tijd 39 127 18,180 142.8

French (South) Sudpresse+Nord Eclair (regional) 122 560 20,200 36.1 Metro FR (free) 120 510 12,525 24.6 Editions de L'Avenir (regional) 96 365 17,700 48.5 Le Soir 89 537 23,700 44.2 Derniere Heure-Les Sports 69 447 17,500 39.1 Libre Belgique/Gaz. de Liege 44 173 12,325 71.2 L'Echo 18 63 12,220 194.6 Source: CIM 2008/2009

Average CPT (B/W): North: € 44.8 South: € 43.8

41 BELGIUM: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser group € (000s) Category € (000s) Carrefour 30,192 Culture/tourism/leisure 220,745 Corelio 25,176 Retail 197,268 Delhaize de Leeuw 21,502 Services 141,174 Axa 17,920 Transport 85,269 De Persgroep 16,519 Home/office equipment 25,568 Vlaamse Media Maatschappij 13,595 Telecom 22,421 Belgacom 13,236 FMCG 13,276 Public authorities 12,636 Clothes & accessories 10,350 Regionaal Adverteerder Diensten 12,185 Energy 8,153 Lidl 11,879 Health care 6,368 Source: CIM MDB Source: CIM MDB

Top ten newspaper sales houses (2008) Newspaper revenue Sales house € (000s) Scripta 364,106 Via Fred 197,529 Rossel Advertising 48,300 Concentra Media Regie 45,483 Trustmedia 31,372 Corelio Connect 19,491 First Media 12,035 RGP 11,284 Vers L'Avenir 7,079 Source: CIM MDB

42 BELGIUM: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT Du=Dutch Fr=French Circulation readership Colour Colour Title (000s) (000s) € € Women's Libelle (w, Du) 215 1,049 10,800 10.3 Flair NL (w, Du) 124 805 10,100 12.5 Femmes D'Aujourd'hui (w, Fr) 100 526 4,650 8.8 Goed Gevoel (m, Du) 78 616 6,900 11.2 Feeling (m, Du) 75 429 9,200 21.5 Evita (Vitaya) (m, Du) 58 169 4,000 23.7 Elle FR+NL (m, DU, Fr) 44 364 7,760 21.3 Flair FR (w, Fr) 43 355 3,650 10.3 Gael (m, Fr) 40 365 5,700 15.6 Glam It (m, Du) 28 135 5,600 41.5 Marie-Claire FR (m, Fr) 21 274 4,600 16.8 Marie-Claire NL (m, Du) 12 127 3,700 29.0 Nina (w, Du) - 638 8,000 12.5 Victoire (w, Fr) - 232 7,250 31.3 TV listings Dag Allemaal+Expres (w, Du) 417 1,807 13,500 7.5 Cine Tele Revue (w, Fr) 346 1,742 12,650 7.3 Humo (w, Du) 224 1,169 10,900 9.3 Story (w, Du) 157 810 5,100 6.3 Be TV Magazine FR (m, Fr) 155 379 4,200 11.1 Teve-Blad (w, Du) 153 477 3,300 6.9 Telepro FR (w, Fr) 141 509 4,000 7.9 TV-Familie+Blik (w, Du) 129 480 3,600 7.5 Primo/TV Gids (w, Du) 103 252 2,650 10.5 Telemoustique (w, Fr) 102 612 4,800 7.8 Telestar (w, Fr) 93 444 4,375 9.9 Telepocket (w, Fr) 48 150 1,400 9.3 Focus Knack (w, Du) - 387 5,800 15.0 Youth Joepie (w, Du) 59 306 4,750 15.5 Jeune et Jolie (m, Fr) 6 69 2,020 29.4 Lifestyle & travel Moto FR+NL (m, Du, Fr) - 170 1,850 10.9 Nest NL+FR (m, Du, Fr) 158 555 9,450 17.0 Weekend Knack (w, Du) 126 496 10,100 20.4 Weekend Le Vif (w, Fr) 83 279 7,750 27.8 Kreo Pasar (m, Du) 51 117 2,490 21.3 Ambiance NL+FR (m, Du, Fr) 31 146 4,250 29.2 Grande NL+FR (m, Du, Fr) 25 196 7,950 40.5

43 BELGIUM: MAGAZINES w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT Du=Dutch Fr=French Circulation readership Colour Colour Title (000s) (000s) € € Lifestyle & travel cont. Genieten (m, Du) 19 85 4,200 49.7 L'Événement (m, Fr) 8 79 2,850 36.3 Gazet Van Antwerpen Magazine (w, Du) - 314 5,187 16.5 DM Magazine (w, Du) - 227 6,250 27.5 Belang Van Limburg Magazine (w, Du) - 300 4,455 14.9 News & pictures Knack (w, Du) 126 658 10,100 15.3 Le Vif - L'Express (w, Fr) 83 466 7,750 16.6 Soir Magazine (w, Fr) 61 389 4,200 10.8 Paris Match (w, Fr) 43 342 4,100 12.0 Point de Vue (w, Fr) 32 178 3,150 17.7 Royals FR+NL (m, Du, Fr) 15 170 4,620 27.2 Family Plus Magazine NL+FR (m, Du, Fr) 130 468 6,900 14.7 Brieven Aan Jonge Ouders (m, Du) 59 247 7,725 31.3 Parents (m, Fr) 5 86 2,242 26.0 Sport Sport Magazine NL+FR (w, Du, Fr) 57 439 5,800 13.2 Play Tennis NL+FR (m, Du, Fr) 8 44 2,500 57.1 Business ZO Magazine (bm, Du) 89 86 5,150 59.9 Trends+Trends-Tendances (w, Du, Fr) 42 207 8,400 40.6 Industrie NL+FR (m, Du, Fr) 27 70 4,500 63.9 Bizz NL+FR (m, Du, Fr) 20 107 5,100 47.5 Home & decoration Actief Wonen+Deco Idees (m, Du, Fr) 30 224 4,095 18.3 Feeling Wonen (m, Du) 22 179 4,800 26.9 Gael Maison (m, Fr) 19 165 2,750 16.6 Tu Batis+Beter Verbouwen (m, Du, Fr) 15 160 2,595 16.2 Ik Ga Bouwen+Je v. Constr. (m, Du, Fr) 14 77 2,650 34.3 Art&Decoration (m, Fr) 10 269 3,950 14.7 Elle Decoration (m, Fr) 3 133 2,465 18.5 Computing Clickx (bm, Du) 22 95 3,800 40.0 Health Top Santé (m, Fr) 45 630 7,050 11.2 Ma Santé (m, Fr) 18 181 2,900 16.0 Men's P-Magazine (w, Du) 58 360 5,200 14.4 Che (m, Du) 22 225 4,150 18.4 Menzo (m, Du) 5 91 3,750 41.1

44 BELGIUM: MAGAZINES w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT Du=Dutch Fr=French Circulation readership Colour Colour Title (000s) (000s) € € Cars Le Moniteur Automobile (bm, Fr) 23 256 3,905 15.3 Autogids (bm, Du) 19 184 4,010 21.7 Autowereld (bm, Du) 13 147 2,950 20.1 Science & Literature Het Beste uit Reader's Digest (m, Du) 39 166 2,062 12.5 Selection du Reader's Digest (m, Fr) 35 156 2,062 13.2 Eos (m, Du) 33 299 4,125 13.8 Associations Kerk En Leven (w, Du) 393 771 7,520 9.8 De Bond (w, Du) 284 435 9,999 23.0 Uit (m, Du) 280 427 6,400 15.0 Touring FR (m, Fr) 232 496 6,320 12.7 Touring NL (m, Du) 204 409 4,830 11.8 Dimanche (w, Fr) 121 157 2,592 16.5 Vrouwen Met Vaart (m, Du) 111 171 2,780 16.3 Vrouw & Wereld (m, Du) 94 185 3,200 17.3 Ligueur (w, Fr) 60 171 6,700 39.1 De Boer En De Tuinder (m, Du) 22 57 1,950 34.2 Source: CIM 2008/2009

Average CPT (Colour): €14.9

45 BELGIUM: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (000s) Category € (000s) Roularta Media Group 16,018 Culture/tourism/leisure 93,868 Vlaamse Media Maatschappij 7,357 Services 35,897 Sanoma Magazines Finland 6,266 Clothes& accessories 29,068 D'Ieteren Group 5,678 Retail 28,817 L'Oréal 3,968 Transport 28,129 De Persgroep 3,335 Home/office equipment 24,207 VRT 3,254 Health care 22,339 Aurex 3,242 FMCG 18,671 PSA Peugeot Citroen 3,115 Health care 9,062 Corelio 3,097 Telecom 5,196 Source: CIM MDB Source: CIM MDB

Top ten magazine sales houses (2008) Magazine revenue Sales house € (000s) Roularta 104,813 Medialogue 83,959 IPB 44,279 Fred Magazines 29,721 Editions Ventures 13,548 RMB 6,005 Publicarto 4,691 Produpress 4,331 RGP 3,051 VTB - VAB 2,459 Source: CIM MDB

46 BELGIUM: RADIO

RADIO

Number of radio households: 4,618,000 (94.3%) Source: CIM 2008/2009

Number of national commercial radio stations: North: 10 Source: CIM Radio Wave 16+17 (2008) South: 10

Average daily listening minutes per adult: North: 215 Source: CIM Radio Wave 16+17 (2008) South: 169

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience 15+ adult CPT Station Type time € (000s) € National North Radio 1 news/generalist 0700-0900 2,400 250 9.6 Radio 2 generalist 0700-0900 1,908 597 3.2 Donna/MNM music 0700-0900 1,300 246 5.3 Studio Brussel music 0700-0900 1,225 192 6.4 Klara classical music 0700-0900 - - - Q-Music music 0700-0900 2,450 310 7.9 4FM/JoeFM music 0700-0900 650 104 6.2 Contact music 0700-0900 325 12 28.1 TopRadio music 0700-0900 156 14 11.2 Nostalgie music 0700-0900 518 26 20.2 Be One music 0700-0900 70 14 5.0 South La Première news/generalist 0700-0900 1,135 176 6.5 VivaCité generalist 0700-0900 1,380 187 7.4 Pure FM music 0700-0900 245 31 7.9 Classic 21 music 0700-0900 640 61 10.6 Musiq'3 classical music 0700-0900 180 18 9.9 Bel RTL generalist 0700-0900 1,758 259 6.8 Contact music 0700-0900 1,450 179 8.1 Nostalgie music 0700-0900 586 107 5.5 Fun music 0700-0900 303 25 12.3 NRJ music 0700-0900 475 55 8.7 Source: CIM Radio Wave 16+17 (2008), Mon-Fri

Average CPT (all commercial stations): €6.7

47 BELGIUM: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser € (000s) Category € (000s) Belgacom 11,426 Culture/tourism/leisure 120,878 Public authorities 8,317 Retail 72,094 France Telecom 8,129 Services 66,054 National Lottery 8,009 Transport 51,972 D'Ieteren Group 6,954 Telecom 26,623 Regional home equipment sales 6,458 FMCG 17,194 PSA Peugeot Citroen 6,413 Home/office equipment 11,511 Corelio 5,683 Energy 4,787 Sanoma Magazines 5,379 Beauty and hygiene 2,605 Ford 5,148 Health care 2,435 Source: CIM MDB Source: CIM MDB

Top ten radio sales houses (2008) Radio revenue Sales house € (000s) VAR 112,741 IPB 111,734 RMB 77,404 Qgroup 75,307 Source: CIM MDB

48 BELGIUM: OUTDOOR

OUTDOOR

Number of outdoor sites: 37,082 Type, size and cost of sites Number of Cost per panel Size/type of display sites per month (€) 2m² Street furniture (13 networks) 24,880 372 2m² Railway stations (2 networks) 1,120 408 2m² Subway stations (4 networks) 900 480 2m² Malls (5 networks) 497 460 2m² Cineposter (3 networks) 226 130 8m² (5 networks) 344 1,340 20m² Line by line 5,000 - 20m² Networks (5 networks) 2,865 - 16m² MOF (2 networks) 760 1,660 36m² MOF (4 networks) 300 5,000 38m² Prestige (3 networks) 190 5,240 Source: Posterscope Belgium

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (000s) Category € (000s) France Telecom 8,413 Transport 54,523 Ford 6,498 FMCG 43,979 Belgacom 6,145 Culture/tourism/leisure 38,604 PSA Peugeot Citroen 5,872 Retail 29,948 Carrefour 5,517 Services 29,645 Regional culture/tourism/leisure 5,488 Telecom 21,950 Renault 5,449 Beauty and hygiene 11,143 BMW 4,926 Clothes & accessories 9,036 D'Ieteren Group 4,700 Home/office equipment 7,298 ING 4,055 Energy 2,217 Source: CIM MDB Source: CIM MDB

Top outdoor contractors (2008) Outdoor revenue Contractor € (000s) Clear Channel 120,895 JCDecaux 107,764 Think Media Outdoor 13,255 Agence Duchene 5,581 Screenvision 1,961 Source: CIM MDB

49 BELGIUM: CINEMA

CINEMA

Number of cinema screens: 490 approx. Source: Screenvision

Average cost of a 60 sec. spot per screen per week: €120 Source: Screenvision

Number of screens used in typical national campaign: 465 Source: Screenvision

Trend in admissions Admissions Gross takings (mill) € (mill) 2002 24.4 128.3 2003 22.7 124.4 2004 24.1 134.3 2005 22.1 121.5 2006 23.9 135.7 2007 22.7 129.4 2008 21.9 128.0 Source: Screenvision

Cinema audience profile Age % 12-15 9.1 16-24 23.2 25-34 20.1 35-49 28.4 50+ 19.2 Sex % Male 48.7 Female 51.3 Status % SG 1+2 39.5 SG 3+4 30.0 SG 5+6 18.0 SG 7+8 11.7 Source: CIM 2008/2009

50 BELGIUM: CINEMA

Top ten films (2008) Film Admissions (000s) Bienvenue Chez les Ch'tis 1,056 Loft 885 Kung Fu Panda 619 Asterix Aux Jeux Olympiques 601 Madagascar: Escape 2 Africa 583 Quantum of Solace 528 Indiana Jones and the Kingdom of the Crystal Skull 507 Wall-E 489 The Dark Knight 454 Mamma Mia! 421 Source: Screenvision - Box Office

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser € (000s) Category € (000s) Coca-Cola 3,372 FMCG 9,961 Bacardi-Martini 2,111 Culture/tourism/leisure 5,974 BMW 1,788 Transport 4,811 Kinepolis 1,762 Services 2,372 Jet Import Frisdranken 1,194 Telecom 1,327 Nissan 978 Beauty and hygiene 876 Nestlé 914 Clothes & accessories 477 Nokia 853 Energy 447 Unilever 835 Home/office equipment 223 CLT-UFA 605 Health care 204 Source: CIM MDB Source: CIM MDB Top ten cinema sales houses (2008) Cinema revenue Sales house € (000s) Screenvision 26,819 Source: CIM MDB

51 BELGIUM: INTERNET

INTERNET

Homes with internet connection: 2,906,603 (59%) Source: ISPA Q2 2009

Adult internet users: 5,466,000 (62%)

Typical monthly cost of internet access: €42

Internet user profile 15+ Age % 15 - 17 6.8 18 - 24 15.0 25-34 20.9 35-44 22.7 45-54 18.1 55-64 11.2 65+ years 5.3 Sex % Male 53.5 Female 46.5 Social class % Social Class 1 - 2 38.0 Social Class 3 - 4 31.1 Social Class 5 - 6 19.2 Social Class 7 - 8 11.2 Source: CIM PMP 08/09

52 BELGIUM: INTERNET

Top ten internet sites (2008) Unique visitors Site per month Windows Live Hotmail 12,751,657 MSN Belgium 6,885,569 Netlog 6,584,858 Skynet 6,200,093 HLN.be - 7sur7.be 5,016,840 SKYROCK 3,255,402 Het Nieuwsblad 3,162,826 Kapaza 2,987,784 Zita 2,550,300 Truvo 2,258,385 Source: CIM Metriweb Dec 08 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser € (000s) Category € (000s) 3 Suisses International 5,999 Services 37,382 ING 4,815 Culture/tourism/leisure 20,479 Telenet 4,609 Transport 17,894 France Telecom 4,526 Telecom 16,131 Belgacom 3,871 Home/office equipment 7,147 Ford 3,085 Retail 6,650 Fortis 2,889 FMCG 6,294 Citicorp 2,660 Beauty and hygiene 3,117 PSA Peugeot Citroen 2,621 Energy 2,636 Unilever 2,620 Clothes & accessories 687 Source: CIM MDB Source: CIM MDB

Top internet sales houses (2008) Internet revenue Sales house € (000s) Adlink 26,753 Beweb 20,190 Skynet Media 20,168 MSN Media 19,047 De Persgroep Online 12,384 Corelio Connect 9,070 Trustmedia 7,495 Roularta 3,063 Paratel 936 Source: CIM MDB

53 BELGIUM: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults 15+) Daily Weekly Monthly Conventional television 93.2 98.6 99.2 Newspapers 53.8 63.4 87.6 Magazines - 91.9 96.6 Radio 81.9 90.5 92.4 Outdoor 89.2 98.5 99.7 Cinema - 5.8 46.7 Internet 43.4 59.5 63.3 Source: CIM PMP 08/09 OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (000s) Category € (000s) Belgacom 83,501 Culture/tourism/leisure 833,586 Procter & Gamble 79,064 Retail 454,903 Unilever 52,083 Services 415,210 Danone 50,181 FMCG 405,444 Vlaamse Media Maatschappij 45,656 Transport 331,503 D'Ieteren Group 41,690 Telecom 180,060 Carrefour 40,250 Beauty and hygiene 164,355 Reckitt & Benckiser 39,209 Home/office equipment 128,196 Corelio 38,508 Housekeeping 79,487 Public authorities 38,384 Health care 63,795 Source: CIM MDB Source: CIM MDB Top ten sales houses (2008) Media revenue Sales house € (000s) VMMTV 457,991 IPB 414,400 Scripta 364,106 RMB 236,339 Via Fred 197,529 SBS Belgium 183,020 VAR 171,433 Clear Channel 120,895 Roularta 116,589 JCDecaux 107,764 Source: CIM MDB

54 DENMARK: ECONOMIC DATA

DENMARK ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 5.10 Krone at 2008 rate

Gross Domestic Product (DKr billion) at current prices 1,335.6 1,372.7 1,400.7 1,466.2 1,545.3 1,628.6 1,687.9 1,734.6 % change 3.2 2.8 2.0 4.7 5.4 5.4 3.6 2.8 at 2008 prices 1,540.2 1,546.4 1,545.1 1,598.6 1,655.8 1,712.5 1,745.3 1,734.6 % change 0.8 0.4 -0.1 3.5 3.6 3.4 1.9 -0.6

Gross Domestic Product per capita (DKr 000s) at current prices 249.6 255.6 259.9 271.5 285.1 299.9 309.7 317.7 at 2008 prices 287.9 288.0 286.7 296.0 305.5 315.4 320.2 317.7

Gross Domestic Product (US$ billion) at current prices 262.0 269.3 274.8 287.6 303.1 319.5 331.1 340.3 at 2008 prices 302.1 303.3 303.1 313.6 324.8 335.9 342.3 340.3

Gross Domestic Product per capita (US$ 000s) at current prices 49.0 50.1 51.0 53.3 55.9 58.8 60.8 62.3 at 2008 prices 56.5 56.5 56.2 58.1 59.9 61.9 62.8 62.3

Population Millions 5.4 5.4 5.4 5.4 5.4 5.4 5.5 5.5

Consumer Price Index 2008=100 86.7 88.8 90.7 91.7 93.3 95.1 96.7 100.0 % change 2.4 2.4 2.1 1.2 1.8 1.9 1.7 3.4

Adspend as a % of GDP 0.83 0.75 0.74 0.75 0.76 0.84 0.86 0.81

Advertising Expenditure Growth (%) at current prices -3.8 -6.2 0.0 6.5 6.5 16.5 5.8 -2.5 at 2008 prices -6.0 -8.4 -2.1 5.2 4.7 14.3 4.1 -5.7 Source: IFS, ZenithOptimedia

55 DENMARK: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in DKr million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet Other 1998 11,189 5,805 697 2,010 181 63 273 - 2,160 1999 10,790 5,471 724 1,801 188 48 271 - 2,287 2000 11,162 5,580 724 1,823 213 46 338 - 2,438 2001 11,043 5,238 693 1,747 234 50 343 310 2,428 2002 10,357 4,794 626 1,675 222 70 336 418 2,216 2003 10,352 4,708 617 1,927 216 55 345 486 1,998 2004 11,022 5,013 654 2,125 211 51 359 582 2,027 2005 11,739 5,462 1,616 2,254 280 57 383 742 945 2006 13,679 5,960 1,804 2,471 279 55 405 1,794 911 2007 14,478 5,933 1,840 2,516 285 56 473 2,502 873 2008 14,119 5,289 1,818 2,431 250 60 516 2,926 829

Advertising expenditure in DKr million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet Other 1998 13,938 7,231 868 2,504 225 78 340 - 2,691 1999 13,113 6,649 880 2,189 228 58 329 - 2,779 2000 13,180 6,589 855 2,153 252 54 399 - 2,879 2001 12,734 6,040 799 2,015 270 58 396 357 2,800 2002 11,668 5,401 705 1,887 250 79 379 471 2,496 2003 11,419 5,193 681 2,126 238 61 381 536 2,204 2004 12,018 5,466 713 2,317 230 56 391 635 2,210 2005 12,579 5,853 1,732 2,415 300 61 410 795 1,013 2006 14,383 6,267 1,897 2,598 293 58 426 1,886 958 2007 14,970 6,135 1,903 2,602 295 58 489 2,587 903 2008 14,119 5,289 1,818 2,431 250 60 516 2,926 829 Source: Dansk Oplagskontrol Notes: 1. 1998 includes agency commission, 1999 onwards excludes agency commission 2. Excludes production costs 3. Excludes classified advertising 4. After discounts 5. Newspapers includes paid-for and free titles 6. 'Other' includes trade press, annuals and directories 7. Internet advertising includes display, classified and paid search

56 DENMARK: POPULATION

POPULATION

Land area (km²) 42,434 Capital city Copenhagen Language Danish Currency Krone (DKr) Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 532 505 1,037 16-24 256 243 499 25-34 298 287 585 35-44 364 352 716 45-54 338 333 671 55-64 343 345 688 65+ 358 459 817 Total 2,489 2,524 5,013 Source: Statistics Denmark

Adult status Male Female Total (000s) (000s) (000s) AB 671 392 1,063 C1 846 953 1,799 C2 652 799 1,451 D 117 215 332 Total 2,286 2,359 4,645 Source: Gallup

Definition of adult status AB = high social status C1 = medium social status C2 = low social status D = unknown

57 DENMARK: TELEVISION

TELEVISION

Number of households: 2,532,000

Number of television households: 2,532,000 (100%)

Television homes with: Colour 100.0% VCR 59.0% DVD 70.0% PVR/DVR 2.1% Cable (connection) - total 67.0% Satellite dish (DTH) - total 15.0% Digital satellite dish 12.0% Source: Gallup TV-Meter

TV licence cost (per year, if any): DKr 2,400

Average minutes viewed per day per adult: 165

Average pay-TV subscription cost Average monthly subscription DKr Cable (analogue) 200-250 Cable (digital) 200-250 IPTV 150-200 Source: ZenithOptimedia

58 DENMARK: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial DR1 100.0 20 - DR2 95.0 10 - DR Update - 24 - TV2 Film 52.0 24 - Animal Planet - 24 - Commercial TV2 100.0 23 1,132 TV2 Zulu 72.0 21 672 TV2 Charlie 71.0 15 535 TV2 Sport 52.0 22 247 Viasat 67.0 23 1,998 SBS 55.0 23 886 Discovery 57.0 23 1,087 MTV/VH1 54.0 24 1,288 Nickelodeon - 13 - Cartoon 51.0 23 - Jetix 51.0 15 - NGC - 23 - Source: ZenithOptimedia

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time DKr (000s) DKr TV2 1800-2230 77,220 475 162.6 TV2 Zulu 1800-2230 2,089 30 69.6 TV2 Charlie 1800-2230 2,475 38 65.1 TV2 Sport 1800-2230 1,232 20 61.6 Viasat 1800-2230 10,447 85 122.9 SBS 1800-2230 2,487 40 62.2 Discovery 1800-2230 1,232 17 72.5 MTV 1800-2230 770 4 192.5 Source: Gallup TV-Meter

Average CPT (all commercial channels): DKr 138.2

59 DENMARK: TELEVISION

Share of viewing & ad revenue Top ten television Share of viewing (%) advertisers (2008) 2008 TV expenditure Channel Individuals Adults Advertiser DKr (mill) Non-commercial Universal Music 108 DR1 27.9 26.9 Danske Spil 88 DR2 4.7 4.9 El Giganten 77 DR Update 0.2 0.2 Arla Foods 67 TV2 Film 1.2 1.3 Aller Press 60 Animal Planet 0.7 0.7 L'Oréal 57 Commercial Viasat 54 TV2 35.6 36.5 Canal Digital Danmark 53 TV2 Zulu 2.6 2.7 L'Easy 52 TV2 Charlie 2.7 2.8 Unilever 52 TV2 News 2.0 2.1 Source: Gallup TV2 Sport 1.3 1.3 Viasat 9.6 9.8 SBS 6.7 6.9 Discovery 1.5 1.6 MTV/VH1 0.7 0.7 Nickelodeon 0.1 0.1 Cartoon 1.6 0.6 Jetix 0.3 0.2 NGC 0.6 0.6 Source: ZenithOptimedia

Top ten television programmes (2008) Adult Programme Channel TVR (000s) EM-Handbold: Finalen, Denmark v. Croatia TV2 2,111.9 X Factor Afgørelsen DR1 1,984.5 EM-Studiet: Guld, Solv, Bronze TV2 1,910.7 Vild med dans - afgørelsen TV2 1,901.1 AllStars - Kick Off TV2 1,808.0 Sommer DR1 1,783.5 Sommer DR1 1,779.0 X Factor DR1 1,766.4 X Factor Afgørelsen DR1 1,750.1 Sommer DR1 1,741.7 Source: Gallup TV-Meter

60 DENMARK: NEWSPAPERS NEWSPAPERS Newspapers d=daily w=weekly Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) DKr DKr DKr Free Søndagsavisen (w) 1,245 1,264 266,413 210.8 311,213 metroXpress (d) 228 524 93,075 177.6 105,275 24Timer (d) 180 394 79,388 201.5 79,388 Urban (d) 162 420 86,187 205.2 101,397 Morning Jyllands-Posten (d) 120 473 78,840 166.7 116,070 Politiken (d) 108 432 102,960 238.3 129,960 Berlingske Tidende (d) 103 345 70,659 204.8 100,942 Ekstra Bladet (d) 84 381 49,385 129.6 72,385 B.T (d) 75 348 52,613 151.2 75,161 Business Dagbladet Børsen (d) 73 235 70,080 298.2 85,080 Erhvervsbladet (d) 25 73 22,397 306.8 31,996 Regional Jydske Vestkysten (d) 65 221 65,995 298.6 65,995 Nordjyske Stiftstidende (d) 57 197 49,144 249.5 61,144 Fyens Stifttidende (d) 51 151 46,800 309.9 56,000 Århus Stiftstidende (d) 24 93 18,396 197.8 23,496 Other Weekendavisen (w) 53 284 64,480 227.0 77,805 Kristeligt Dagblad (d) 26 124 11,169 90.1 15,169 Information (d) 22 122 13,688 112.2 18,288 Source: ZenithOptimedia Average CPT (B/W): DKr 204.2 Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser DKr (mill) Telia 68 Fotex 63 Albatros Travel 61 Salling 57 TDC 55 TDC Butik 52 Bilka 47 Sonofon 46 Home Forh 46 Danske Spil 39 Source: Gallup

61 DENMARK: MAGAZINES MAGAZINES

Magazines w=weekly m=monthly Adult Full page Adult CPT bm=bimonthly q=quarterly Circulation readership Colour Colour Title (000s) (000s) DKr DKr Women's Skøn (m) 80 283 47,900 169.3 Alt for damerne (w) 66 306 63,000 205.9 Femina (w) 61 276 57,000 206.5 I Form (m) 57 394 43,500 110.4 Woman (m) 50 209 51,000 244.0 Isabellas (m) 44 195 37,400 191.8 Costume (m) 43 136 44,800 329.4 Modemagasinet IN (m) 39 122 47,000 385.2 Q (m) 34 83 36,900 444.6 Bazar (m) 32 147 34,400 234.0 Elle (m) 29 - 49,000 - Eurowoman (m) 26 169 49,500 292.9 Sirene (m) 17 104 34,000 326.9 Men's Illustreret Videnskab (m) 65 648 49,100 75.8 M! (m) 46 269 45,800 170.3 Bil magasinet (m) 38 295 38,200 129.5 Gør Det Selv (m) 28 271 36,000 132.8 Aktiv Træning (m) 27 99 26,000 262.6 Euroman (m) 24 199 49,500 248.7 Gastro (m) 9 54 34,000 629.6 Interior/food Bo bedre (m) 80 492 72,600 147.6 Bedre Hjem (m) 42 81 31,000 382.7 Mad & bolig (m) 41 193 42,100 218.1 Spis Bedre (m) 34 140 26,300 187.9 Boligmagasinet (m) 30 148 33,000 223.0 BoligLiv (m) 24 75 31,900 425.3 Antik & Auktion 18 110 19,200 174.5 Mad! (bm) 17 132 30,600 231.8 Mad & Venner (m) 14 64 27,500 429.7 Smag & behag (m) 7 122 18,590 152.4 BE (m) - 45 25,000 555.6 Parents/children Magasinet Mor (m) 30 45 29,900 664.4 Vores Børn Junior (m) 25 47 28,500 606.4 Vores Børn (m) 24 98 28,500 290.8 Vi forældre (m) 14 87 26,300 302.3 Gravid - alt om dig (q) - 50 25,500 510.0

62 DENMARK: MAGAZINES Magazines cont. w=weekly m=monthly Adult Full page Adult CPT bm=bimonthly q=quarterly Circulation readership Colour Colour Title (000s) (000s) DKr DKr Free magazines Kiwi magazine (m) 200 492 43,900 89.2 Ud & Se (m) 187 680 50,270 73.9 Chili (m) 85 199 43,500 218.6 Skøn (m) 80 283 47,900 169.3 Frikvarter (m) 70 160 29,700 185.6 Tjeck (m) 63 97 35,000 360.8 KBH (m) 30 32 24,900 778.1 Ikea Family (q) - 384 34,500 89.8 GAFFA (m) - 203 36,500 179.8 Helse (m) - 655 61,050 93.2 Weekly magazines Billed Bladet (w) 193 689 57,700 83.7 Familie Journalen (w) 185 562 65,800 117.1 Se & Hør (w) 169 743 79,600 107.1 Ude & Hjemme (w) 158 550 55,400 100.7 Hjemmet (w) 146 483 40,900 84.7 Her & Nu (w) 108 306 32,500 106.2 Søndag (w) 83 387 35,100 90.7 Kig Ind (w) 60 238 29,300 123.1 Hendes Verden (w) 40 144 23,900 166.0 Business Børsen magasin Business (bm) 73 179 54,600 305.0 Børsens magasin Pleasure (m) 73 120 54,600 455.0 Penge & Privatøkonomi (m) 37 222 45,400 204.5 Berlingske nyhedsmagasin (40/year ) 9 93 44,330 476.7 Source: ZenithOptimedia Average CPT (Colour): DKr 169.8 Top ten magazine advertisers (2008) Magazine expenditure Advertiser DKr (mill) E. Saether 16 Coop 13 Bonnier Publications 11 L'Oréal 9 Lancarome 8 Siemens Hvidevarer 7 Naturhuset 7 Matas 6 Samsung 6 Aller Magasiner 6 Source: Gallup

63 DENMARK: RADIO

RADIO

Number of commercial radio stations: 36 Source: Gallup Radio Index Q2+Q3 2008

Average daily listening minutes per adult: 130 Source: Gallup Radio Meter Jan-Sept. 2008

Costs/audiences AC=adult contemporary Peak rate Peak adult 30 sec peak CH=contemporary hits Peak (30 sec) audience adult CPT Station Type time DKr (000s) DKr National Radio 100 FM AC 1300-1400 2,175 34 64.0 NOVA fm AC 1300-1400 1,460 27 54.1 The Voice CH 1300-1400 429 8 53.6 Soft fm soft AC 1300-1400 447 7 63.9 Main regional Radio ABC AC 1400-1500 525 19 27.6 Radio alfa AC 1400-1500 395 18 21.9 Skala FM CH 1300-1400 950 18 52.8 Hit fm AC 1400-1500 788 11 71.6 Guld fm AC 1400-1500 683 10 68.3 Radio SLR AC 1200-1300 669 8 83.7 VLR Vejle AC 1200-1300 300 8 37.5 The Voice Aarhus CH 1600-1700 267 8 33.4 Radio Globus AC 1100-1200 - 7 - Radio Horsens AC 1300-1400 410 7 58.6 The Voice Fyn CH 0900-1000 174 7 24.9 Radio Sydhavsøerne AC 1200-1300 233 7 33.2 Radio 1 AC 0900-1000 250 7 35.7 Source: ZenithOptimedia

Average CPT (all commercial stations): DKr 49.8

64 DENMARK: RADIO

Top ten radio advertisers (2008) Radio expenditure Advertiser DKr (mill) Danske Spil 10 Statoil 9 McDonald's 7 Shell 6 TV 3 5 Full Rate 5 Carlsberg 4 Totempo 4 Sydbank 4 Handelsfinans 3 Source: ZenithOptimedia

Top radio Top radio owners (2008) sales houses (2008) Owner Sales house Talpa Radio DDR Prosieben Sat.1 SBS Radio Source: ZenithOptimedia Source: ZenithOptimedia

65 DENMARK: OUTDOOR

OUTDOOR

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month DKr Abribus eurosize 940 2,334,960 Billboards 236x333 cm 320 785,920 Left bus panels 48x480 cm 474 809,592 Rear bus panels bus 60x148 cm 474 690,144 Hangers bus 2,612 146,272 Source: ZenithOptimedia

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser DKr (mill) Royal Unibrew 20 3F 18 Unilever 13 TV 3 12 Kelsenbisca 11 SF Film & Video 11 Nycomed 11 Nybolig 10 Nordisk Film 9 Tuborg 9 Source: Gallup

66 DENMARK: CINEMA

CINEMA Number of cinema screens: 232 Source: DRF Average cost of a 60 sec. spot per screen per week: DKr 215,000 Source: DRF Average CPT: DKr 390 Number of screens used in typical national campaign: 232 Source: DRF Trend in admissions Admissions (mill) 2002 21.4 2003 20.4 2004 21.2 2005 20.2 2006 20.9 2007 20.1 2008 21.2 Source: DRF

Cinema audience profile Top ten cinema Age % advertisers (2008) 16-24 21.5 Cinema expenditure 25-34 19.7 Advertiser DKr (mill) 35-49 26.2 Haribo 6 50+ 25.5 Bacardi Martini 6 Sex % Coca-Cola 5 Male 49.0 DSB Bygning 4 Female 51.0 Cadbury Stimorol 3 Income DKr/year % Tuborg 3 >99,999 22.7 Dunlopillo 3 100,000–299,999 35.4 Kraft Foods 2 300,000–599,999 31.7 Toyota 2 600,000–799,999 2.5 Sonofon 2 800,000–999,999 0.6 Source: Gallup 1,000,000< 0.7 Source: TNS Gallup Marketing

67 DENMARK: INTERNET

INTERNET

Homes with internet connection: 2,278,800 (90.0%)

Adult internet users: 3,459,120 (87.0%)

Adult internet users with home broadband: 75%

Typical monthly cost of internet access: DKr 200

Average minutes spent online Per day Adults At home 22.2 At work 14.8 Total 37.0 Source: Gemius

Cost of display ads Internet user profile Typical cost per thousand Age % Type DKr 16-24 12.6 Banner 27 25-34 18.3 Streaming video 30* 35-54 35.9 Source: ZenithOptimedia 55-64 13.8 * plus DKr 7 for banner hosting 65+ 8.0 Sex % Top ten search keywords (2008) Male 50.1 Keyword Female 49.9 youtube Income DKr/year % af >99,999 28.0 facebook 100,000–299,999 47.8 krak 300,000–599,999 17.6 google 600,000–799,999 3.8 danmark 800,000–999,999 1.5 you 1,000,000< 1.4 spil Source: Gemius tv tv2 Source: Google Insights for Search

68 DENMARK: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Site (Danish) per month Search engine krak.dk 1,615,000 Google dr.dk 1,463,000 Bing msn.dk 1,356,000 Jubii tv2.dk 1,352,000 Others eb.dk 1,303,000 Source: ZenithOptimedia dmi.dk 1,296,000 deguldesider.dk 1,156,000 dba.dk 1,098,000 eniro.dk 1,002,000 bt.dk 773,000 Source: Gemius Top ten internet Top internet product advertisers (2008) categories (2008) Internet expenditure Advertiser € (000s) Category Telia 5,150 Travel/tourism Hotels.com 4,893 Telecoms Danske Spil 3,375 Portals/search engines One.com 3,275 Editorial/content 3 2,810 Entertainment Debitel 2,636 E-commerce & distribution TDC 2,591 Auto Bwin 2,198 Source: Nielsens Telmore 1,995 Apollo 1,990 Source: Nielsens

69 DENMARK: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 61.0 90.0 95.0 Newspapers 71.3 90.9 94.9 Magazines - 62.3 96.3 Radio 81.5 96.3 99.0 Internet 62.0 77.0 80.0 Source: Gallup OVERALL Top ten overall advertisers (2008) Media expenditure Advertiser DKr (mill) Danske Spil 149 Telia 122 Universal Music 113 TDC 106 Arla Foods 99 Aller Press 92 El Giganten 88 Sonofon 88 Fotex 84 Unilever 80 Source: Gallup

70 FINLAND: ECONOMIC DATA

FINLAND ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 0.68 € at 2008 rate

Gross Domestic Product (€ billion) at current prices 139.9 143.8 145.8 152.2 157.1 167.0 179.7 186.2 % change 5.7 2.8 1.4 4.4 3.2 6.3 7.6 3.6 at 2008 prices 156.8 158.7 159.5 166.2 170.1 178.2 186.8 186.2 % change 3.1 1.2 0.5 4.2 2.4 4.8 4.9 -0.3

Gross Domestic Product per capita (€ 000s) at current prices 26.9 27.7 28.0 29.1 30.0 31.8 34.0 35.1 at 2008 prices 30.2 30.5 30.6 31.8 32.5 33.9 35.4 35.1

Gross Domestic Product (US$ billion) at current prices 204.8 210.6 213.5 222.8 230.0 244.5 263.0 272.6 at 2008 prices 229.5 232.4 233.6 243.3 249.0 260.9 273.5 272.6

Gross Domestic Product per capita (US$ 000s) at current prices 39.5 40.5 41.0 42.6 43.9 46.5 49.8 51.4 at 2008 prices 44.2 44.7 44.8 46.5 47.5 49.6 51.8 51.4

Population Millions 5.2 5.2 5.2 5.2 5.2 5.3 5.3 5.3

Consumer Price Index 2008=100 89.2 90.6 91.4 91.6 92.3 93.7 96.2 100.0 % change 2.6 1.6 0.9 0.2 0.9 1.5 2.6 4.0

Adspend as a % of GDP 0.76 0.73 0.74 0.76 0.76 0.74 0.73 0.76

Advertising Expenditure Growth (%) at current prices -5.1 -1.5 2.5 6.6 3.4 4.0 6.3 7.1 at 2008 prices -7.5 -3.0 1.6 6.4 2.6 2.5 3.6 3.0 Source: IFS, ZenithOptimedia

71 FINLAND: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in € million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 972 540 158 204 34 2 31 4 1999 1,043 594 170 205 34 2 32 6 2000 1,127 637 191 213 38 2 35 12 2001 1,069 599 184 195 40 2 34 15 2002 1,053 580 179 201 44 2 32 15 2003 1,079 596 178 207 48 2 31 17 2004 1,150 632 185 227 48 2 33 23 2005 1,190 643 194 231 47 2 37 36 2006 1,237 661 200 243 47 1 37 48 2007 1,315 690 210 262 47 2 42 61 2008 1,408 688 202 268 51 3 44 152

Advertising expenditure in € million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,170 650 190 246 41 2 37 4 1999 1,241 707 202 244 41 2 38 7 2000 1,296 733 220 245 43 2 40 14 2001 1,198 671 206 219 45 2 38 17 2002 1,162 640 198 222 49 2 35 17 2003 1,181 652 195 226 53 2 34 19 2004 1,256 690 202 248 52 2 36 25 2005 1,288 696 210 250 51 2 40 39 2006 1,320 705 213 259 50 1 39 51 2007 1,367 718 219 273 49 2 44 63 2008 1,408 688 202 268 51 3 44 152 Source: Gallup Mainostieto, TNS Adex Notes: 1. Excludes agency commission 2. Excludes production costs 3. Includes classified advertising 4. After discounts 5. Internet includes display and classified, excludes search Main advertising restrictions Tobacco: Allowed in professional magazines for people working in the catering industry. Alcohol: Drinks with less than 22% alcohol content can be advertised freely, drinks over that only in professional magazines for people in the catering industry. Pharmaceutical: Only over-the-counter medicines may be advertised (except in professional medical magazines, where all medicines may be advertised). Children's: Ads may not include children talking about a product. Political: May not include negative comments about private individuals.

72 FINLAND: POPULATION

POPULATION

Land area (km²) 308,815 Capital city Helsinki Language Finnish Currency Euro (€) Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-14 455 436 891 15-24 336 322 658 25-34 346 328 674 35-44 346 334 680 45-54 382 378 760 55-64 381 390 771 65+ 365 527 892 Total 2,611 2,715 5,326 Source: Statistics Finland 2008

Adults 18+ status Male Female Total (000s) (000s) (000s) AB 195 90 285 C1 203 245 448 C2 224 515 739 D 517 208 725 E 760 973 1,733 Total 1,899 2,031 3,930 Source: TNS Atlas 2008

Definition of adult status AB = directors, private entrepreneurs C1 = senior/upper white collar C2 = junior/lower white collar D = blue collar worker E = retired, students, full-time mother/father, unemployed

73 FINLAND: TELEVISION

TELEVISION

Number of households: 2,442,000

Number of television households: 2,236,000 (91.6%)

Homes with: DVD/VCR 74% PVR/DVR 41% Cable or satellite (digital) 47% Terrestrial (digital) 44% No TV 8% Source: Finnpanel Oy

TV licence cost (per year): €244.3 Average minutes viewed per day per adult: 177 Average pay-TV subscription cost Average monthly subscription € Cable (digital) 25.0 DTH (digital) 30.0 IPTV 35.0 Source: Operators

Main channels Technical Ad mins penetration per Channel (%) week Non-commercial YLE1 100 - YLE2 100 - Commercial MTV3 100 1,467 Nelonen 100 1,273 Sub 100 712 Jim 100 605 Urheilukanava - 1,065 Source: Finnpanel Oy

74 FINLAND: TELEVISION Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € MTV3 1800-2330 4,559 324 14.1 Nelonen 1800-2330 2,258 116 19.5 Sub 1800-2330 1,526 71 21.4 Jim 1800-2330 342 29 11.7 Source: Finnpanel Oy Average CPT (all commercial channels): €16.1 Share of viewing & ad revenue Share of viewing (%) 2008 Channel Individuals 10+ Non-commercial YLE1 24.1 YLE2 16.8 YLE Teema 2.2 YLE FST5 1.6 Commercial MTV3 22.9 MTV3 pay 2.4 Sub 6.0 Nelonen 10.0 Jim 2.6 Urheilukanava 1.3 Nelonen pay 0.2 Voice/TV Viisi 0.8 MTV 0.7 The Discovery Channel 0.6 Others 9.9 Source: Finnpanel Oy Top ten television programmes (2008) Adult Programme Channel TVR Independence Day Gala YLE1 37 TV-News YLE1 34 Ski Jumping WC MTV3 29 Dancing with the Stars MTV3 27 Seven O´clock News MTV3 26 Idols MTV3 26 Eurovision 2008: Final YLE2 26 Ice hockey WC 2008: Russia v. Finland YLE2 25 Miss Finland MTV3 25 Secret Lives MTV3 22 Source: Finnpanel Oy 75 FINLAND: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (000s) Category € (000s) Unilever 9,578 Food 59,713 Valio 7,224 Trade groups/retailers 38,239 Danone 6,152 Other 23,631 Procter & Gamble 5,699 Health & beauty 22,664 L'Oréal 4,886 Drugs 17,801 VV-Auto 3,791 Cars 15,520 Veikkaus 3,629 Telecoms 15,360 Digi TV Plus 3,287 Leisure & sports 14,477 Teliasonera 3,212 Media/CD/DVD 13,758 Bayer 3,191 Finance 11,196 Source: TNS Media Intelligence Source: TNS Media Intelligence

76 FINLAND: NEWSPAPERS

NEWSPAPERS Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) € € € Dailies Helsingin Sanomat 412 965 17,732 18.4 23,900 Ilta-Sanomat 162 711 5,950 8.4 5,950 Aamulehti 139 315 21,084 66.9 21,084 Iltalehti 123 644 5,345 8.3 5,345 Turun Sanomat 112 257 14,490 56.4 19,068 Kauppalehti 87 230 15,800 68.7 15,800 Kaleva 82 200 13,524 67.6 15,036 Keskisuomalainen 74 174 9,996 57.4 12,444 Savon Sanomat 65 160 9,384 58.7 11,791 Etelä-Suomen Sanomat 61 134 11,448 85.4 14,472 Ilkka 55 133 13,524 101.7 13,524 Satakunnan Kansa 55 129 6,057 47.0 6,057 Hufvudstadsbladet 51 120 5,300 44.2 5,300 Karjalainen 47 113 10,037 88.8 12,158 Lapin Kansa 34 89 9,610 108.0 11,773 Etelä-Saimaa 32 81 7,910 97.7 9,435 Hämeen Sanomat 30 68 8,568 126.0 10,118 Kouvolan Sanomat 28 70 7,416 105.9 8,899 Pohjalainen 28 79 12,516 158.4 12,516 Keskipohjanmaa 27 78 11,024 141.3 11,024 Länsi-Savo 26 62 4,462 72.0 4,726 Kymen Sanomat 25 63 7,910 125.6 9,476 Vasabladet 24 58 7,344 126.6 7,344 Salon Seudun Sanomat 22 59 4,600 78.0 4,600 Aamuposti 22 48 7,416 154.5 7,416 Kainuun Sanomat 22 60 7,738 129.0 9,194 Pohjolan Sanomat 22 57 7,904 138.7 9,318 Keski-Uusimaa 21 46 7,416 161.2 7,416 Itä-Savo 17 43 4,409 102.5 4,673 Länsi-Suomi 16 42 7,344 174.9 9,629 Jakobstads Tidning/Österbottens Tid. 16 46 6,936 150.8 6,936 Uutispäivä Demari 15 35 5,694 162.7 5,694 Forssan lehti 14 37 5,450 147.3 7,114 Länsi-Uusimaa 13 38 7,004 184.3 8,982 Iisalmen Sanomat 13 39 1,835 47.1 1,835 Uusimaa 13 41 7,828 190.9 7,828 Weeklies Maaseudun Tulevaisuus* 84 318 13,056 41.1 16,728 Kotimaa 42 86 3,500 40.7 3,900 Source: KMT 2008/09 * twice weekly

Average CPT (B/W): €56.4

77 FINLAND: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (000s) Category € (000s) Suomi-Soffa 11,025 Trade groups/retailers 226,905 Teliasonera 5,445 Other industry 176,563 VV-Auto 4,561 Motor vehicles 69,940 Elisa 3,570 Household/interiors 26,816 Toyota 3,541 Leisure & sports 24,880 Ford 3,540 Travel & transport 20,518 DNA 3,519 Telecoms 19,930 Asko 3,341 Media/CD/DVD 14,615 Op-Pohjola 2,887 Finance 12,465 Nokia 2,786 Clothing 8,990 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top ten newspaper Top newspaper owners (2008) sales houses (2008) Newspaper sales Owner € (mill) Sales house Sanoma 3,030.0 Kärkimedia Alma Media 341.2 Source: ZenithOptimedia TS-Yhtymä 305.7 Keskisuomalainen 105.3 Pohjois-Karjalan Kirjapaino 100.2 Talentum 93.4 Suomen Lehtiyhtymä 80.7 Länsi-Savo 61.1 Kaleva Kustannus 58.9 Ilkka 55.4 Source: Markkinointi & Mainonta

78 FINLAND: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly Adult Full page Adult CPT m=monthly bm=bimonthly Circulation readership Colour Colour Title (000s) (000s) € € Consumer Pirkka (w) 1,674 2,795 13,600 4.9 Yhteishyvä (w) 1,609 2,014 12,990 6.4 Me Ykkösbonus (w) 928 1,047 6,990 6.7 Terveydeksi! - 1,163 7,650 6.6 General interest ET-lehti (m) 252 705 9,200 13.0 7 päivää (w) 243 819 8,300 10.1 Valitut Palat (m) 211 606 7,130 11.8 Apu (w) 191 600 8,050 13.4 Seura (w) 188 641 8,190 12.8 Suomen Kuvalehti (w) 102 335 6,220 18.6 Hymy (m) 101 414 3,500 8.5 Television Katso (w) 45 125 3,600 28.8 Children's & youth Aku Ankka (w) 324 1,072 11,000 10.3 Demi 50 185 3,850 20.8 Suosikki (m) 38 192 4,580 23.9 Miss Mix - 95 3,800 40.0 Women's general interest Kodin Kuvalehti (f) 181 569 9,300 16.3 Kotiliesi (m) 148 449 6,680 14.9 Me Naiset (w) 137 422 7,150 16.9 Anna (w) 113 371 6,690 18.0 Kotivinkki (m) 109 397 7,100 17.9 Eeva (m) 95 382 6,050 15.8 Cosmopolitan 78 256 5,950 23.2 SARA 59 142 5,700 40.1 Gloria (m) 57 297 8,000 26.9 Jade 47 103 5,100 49.5 Trendi 45 169 5,070 30.0 Olivia 42 111 5,000 45.0 Motoring & engineering Tekniikan Maailma (m) 150 657 8,390 12.8 Moottori 90 195 4,940 25.3 Tuulilasi (m) 80 481 7,050 14.7 GTI-Magazine (m) 46 229 3,050 13.3 V8 Magazine (m) 32 191 2,570 13.5 Vauhdin Maailma 25 152 2,500 16.4

79 FINLAND: MAGAZINES

Magazines cont. w=weekly f=fortnightly Adult Full page Adult CPT m=monthly bm=bimonthly Circulation readership Colour Colour Title (000s) (000s) € € Women's special interest Hyvä Terveys (m) 141 452 5,800 12.8 Kauneus ja Terveys (m) 73 380 6,800 17.9 Meidän Perhe 53 158 5,600 35.4 Kotilääkäri (m) 50 181 3,650 20.2 Voi Hyvin (m) 44 259 4,350 16.8 Glorian ruoka&viini (bm) 40 174 5,510 31.7 Vauva 40 167 4,700 28.1 Kunto Plus 36 145 3,850 26.6 Lifestyle & gardening Avotakka (m) 82 466 7,100 15.2 Viherpiha (8/year) 80 335 5,500 16.4 Koti ja Keittiö 62 179 4,950 27.7 Meidän Talo (m) 61 334 5,550 16.6 Glorian koti 55 168 5,500 32.7 Meidän Mökki (8/year) 47 299 4,450 14.9 Deko 37 103 5,430 52.7 Glorian antiikki (bm) 35 136 4,400 32.4 Science Tiede 63 253 3,800 15.0 Tieteen Kuvalehti 58 476 3,500 7.4 National Geographic 15 125 4,000 32.0 IT Mikrobitti 93 333 5,650 17.0 Tietokone 45 139 6,500 46.8 Pelit 33 147 3,100 21.1 MikroPC 31 131 6,575 50.2 Hobbies Caravan (bm) 55 141 2,624 18.6 Erä 48 321 2,680 8.3 Metsästys ja Kalastus 46 436 2,560 5.9 Matkaopas 42 119 3,900 32.8 Suomen Luonto 27 105 2,375 22.6 Vene 25 151 2,680 17.7 Koiramme 22 374 3,980 10.6 Economics Taloustaito 222 242 5,550 22.9 Tekniikka&Talous 103 121 9,850 81.4 Talouselämä 79 186 9,848 52.9 Kauppalehti Optio (f) - 229 8,800 38.4 Source: aikakauslehdet.fi, KMT S08/K09

Average CPT (Colour): €15.0

80 FINLAND: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (000s) Category € (000s) L'Oréal 3,484.5 Other industry 37,018 Unilever 2,273.6 Motor vehicles 16,345 VV-Auto 1,966.5 Groceries 14,256 Valio 1,898.5 Medicine 12,050 Procter & Gamble 1,704.8 Recruitment ads 9,683 Beiersdorf 1,465.5 Cosmetics 8,581 Toyota 1,461.8 Construction sector 6,008 Orion Pharma 1,255.5 Travel & transport 5,608 Telisonera 1,148.4 Clothing 4,569 Honda Motor Europe 984.1 Finance 4,553 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top ten magazine owners (2007) Magazine sales Owner € (mill) Sanoma Magazines 202.8 Yhtyneet Kuvalehdet 149.6 A-lehdet 96.4 Aller Julkaisut 55.0 Talentum Media 50.1 Oy Valitut Palat 28.2 Bonnier Publications 22.1 Egmont Kustannus 19.9 Forma Publishing Group 17.6 Kolmiokirja 3.6 Source: aikakauslehdet.fi

81 FINLAND: RADIO

RADIO

Number of radio households: 2,382,000 (97.5%) Source: Tilastokeskus

Number of commercial radio stations: 56 Source: Radiomedia

Average daily listening minutes per adult: 195 Source: Radiomedia

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time € (000s) € National Radio Nova adult contemporary 0600-1800 381 21 17.8 Main regional SBS Iskelmä schlager 0600-1800 277 14 19.8 SuomiPOP native pop/rock 0600-1800 205 11 17.9 NRj contemporary hits 0600-1800 175 9 20.4 The Voice contemporary hits 0600-1800 144 9 15.8 Radio Rock rock 0600-1800 247 10 23.7 Radio Aalto adult contemporary 0600-1800 69 5 14.9 Source: ZenithOptimedia

Average CPT (all commercial stations): €18.7

82 FINLAND: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser € (000s) Category € (000s) Teliasonera 715.0 Other industry 10,818 Neste Oil 687.4 Trade groups/retailers 6,649 Nelonen Media 554.5 Motor vechicles 3,783 Eniro 546.5 Media/CD/DVD 3,696 ABC Liikenneasema 508.6 Leisure & sports 3,352 OP-Pohjola 467.4 Food 3,199 Fonecta 463.2 Travel & transport 3,157 DNA 432.2 Finance 2,783 Veikkaus 405.4 Telecoms 1,876 Tallink Silja 374.2 Medicine 1,625 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top ten radio owners (2008) Radio revenue Owner € (000s) Bonnier 14,812 SBS 12,477 Sanoma Entertainment 4,178 NRJ 4,401 Metroradio 3,368 Monday's Special 1,164 TS-Group 877 Radio Pooki 567 Radio Ramona 514 Helsingin Sanomat 374 Source: Radiomedia

83 FINLAND: OUTDOOR

OUTDOOR

Number of outdoor sites: 110,000 approx.

Type, size and cost of sites Type/size of display of Number of Cost* per panel the most common sites sites per month € JCDecaux Abribus citymedia 8,218 284,920 Citylite 145 23,270 Columns 3,311 108,460 Billboards 408 74,960 Lamp post panels 10,923 119,860 ClearChannel Lamp post panels 2,678 38,640 Billboards 1,577 53,250 Adshell 2,485 178,000 Big light 205 76,000 Source: JCDecaux, ClearChannel *gross

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (000s) Category € (000s) Hartwall 1,161 Food 8,261 Unilever 1,086 Other industry 5,881 VV-Auto 933 Trade groups/retailers 4,338 DNA 831 Leisure & sports 4,218 Sinebrychoff 703 Media/CD/DVD 4,047 Finnair 593 Travel & transport 3,254 Teliasonera 579 Telecoms 2,699 Valio 544 Motor vehicles 2,661 Nelonen Media 538 Finance 1,920 OP-Pohjola 502 Clothing 1,390 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top outdoor contractors (2008) Outdoor revenue Contractor € (mill) JCDecaux 31.3 ClearChannel 20.0 Source: Markkinointi & Mainonta

84 FINLAND: CINEMA

CINEMA

Number of cinema screens: 320 Source: The Finnish Film Foundation

Average cost of a 60 sec. spot per screen per week: €152 Source: ClearChannel Cinema

Average CPT: €147

Number of screens used in typical national campaign: 91 Source: ClearChannel Cinema

Trend in admissions Admissions Gross takings (mill) € (mill) 2002 7.7 55.0 2003 7.7 56.4 2004 6.9 51.8 2005 6.1 44.9 2006 6.7 50.3 2007 6.5 50.8 2008 6.9 54.5 Source: The Finnish Film Foundation

Cinema audience profile Age % 16-24 56 25-34 25 35-49 11 50+ 9 Sex % Male 48 Female 52 Monthly income (€) % 0-1,500 34 1,500-2,499 25 2,500-4,000 22 4,001-6,000 11 6,001+ 8 Source: ClearChannel, Rian

85 FINLAND: CINEMA

Top ten films (2008) Gross takings Film € (000s) Quantum of Solace 3,858 Mamma Mia! 3,220 Sex and the City 3,111 The Dark Knight 2,479 Indiana Jones and the Kingdom of the Crystal Skull 2,125 Ricky Rapper 1,504 Niko & The Way to the Stars 1,464 Madagascar: Escape 2 Africa 1,449 The Subtenant 1,514 Kung Fu Panda 1,280 Source: The Finnish Film Foundation

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser € (000s) Category € (000s) Hartwall 143.9 Food 996.4 Valio 124.3 Other industry 413.3 L'Oréal 118.0 Health & beauty 259.4 Tele Finland 115.7 Media/CD/DVD 246.5 MTV3 93.3 Clothing 219.0 Sampo Pankki 82.7 Telecoms 214.4 Leaf 78.6 Finance 195.5 Fazer Makeiset 77.2 IT, audio & video 151.4 Fonecta 71.0 Motor vehicles 123.8 Gustav Paulig 70.2 Trade groups/retailers 94.7 Source: TNS Media Intelligence Source: TNS Media Intelligence Top cinema Top cinema owners (2008) sales houses (2008) Cinema revenue Owner Sales house € (mill) Finnkino ClearChannel 3.1 Source: PMI Source: TNS Media Intelligence

86 FINLAND: INTERNET

INTERNET

Homes with internet connection: 1,865,800 (76.4%)

Adult internet users: 3,681,050 (83.0%)

Adult internet users with home broadband: 74%

Typical monthly cost of internet access: €26.9

Average minutes spent online Per day Adults At home 83 At work 88 Total 82 Source: TNS Atlas 2008

Cost of display ads Typical cost per thousand Type € Banner 7 Pop-up 30 Streaming video 9 Source: PMI * if streamed through media

Internet demographic profile Age % 16-24 85 25-34 86 35-54 69 55-64 48 65+ 19 Sex % Male 57 Female 64 Yearly income (€)% 0-20,000 39 20,001-35,000 54 35,001-50,000 67 50,001-75,000 74 75,001-100,000 82 100,000+ 74 Source: ZenithOptimedia

87 FINLAND: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Site per month Search engine Iltalehti.fi 1,937,156 Google Ilta-Sanomat.fi 1,823,956 Bing MTV3.fi 1,722,725 Yahoo Windows Live 1,349,233 Source: ZenithOptimedia Suomi24.fi 1,299,172 Yle.fi 1,245,148 HelsinginSanomat.fi 1,236,527 MSN.fi 1,074,040 Windows Live Messenger 926,452 IRC-galleria.fi 738,263 Source: TNS Metrics w44/2009 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser € (000s) Category € (000s) Teliasonera 905.4 Other industry 29,447 Veikkaus 604.4 Motor vehicles 9,145 If Vahinkovakuutus 588.9 Finance 4,558 Microsoft 525.8 IT, audio & video 3,510 DNA 523.8 Media/CD/DVD 3,464 Valio 484.4 Food 3,292 Op-Pohjola 409.2 Telecoms 3,014 Eniro 398.6 Travel & transport 2,840 Finnair 380.4 Trade groups/retailers 2,686 Nissan 372.9 Beauty & health 1,233 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top internet sales houses (2008) Sales house Sanoma Verkkomediamyynti VerkossaMedia Klikki.com Source: ZenithOptimedia

88 FINLAND: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults, 15+) Daily Weekly Monthly Conventional television 87 96 96 Newspapers 76 91 93 Magazines 48 89 97 Radio 75 91 94 Cinema - 2 15 Internet 63 78 79 Source: TNS Atlas 2009 (Jan-Jun) OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (000s) Category € (000s) Unilever 13,581 Trade groups/retailers 289,277 Suomi-Soffa 12,386 Other 283,770 Teliasonera 12,033 Motor vehicles 117,518 VV-Auto 11,652 Food 95,261 Valio 10,755 Leisure & sports 52,289 L'Oréal 9,344 Telecoms 48,664 DNA 8,693 Media/CD/DVD 45,262 Toyota 8,605 Travel & transport 41,781 Procter & Gamble 8,013 Household/interiors 40,395 Elisa 7,729 Finance 38,957 Source: TNS Media Intelligence Source: TNS Media Intelligence Top ten media owners (2008) Media sales Owner € (mill) Sanoma 3,030 Yleisradio 380 Alma Media 341 TS-Yhtymä 306 Otava-Kuvalehdet 237 MTV Helsinki 203 Fonecta Helsinki 182 Edita 111 Keskisuomalainen 105 Pohjois-Karjalan Kirjapaino 100 Source: Markkinointi & Mainonta

89 FRANCE: ECONOMIC DATA

FRANCE ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 0.68 € at 2008 rate

Gross Domestic Product (€ billion) at current prices 1,497 1,549 1,595 1,660 1,726 1,808 1,892 1,948 % change 3.9 3.4 3.0 4.1 4.0 4.7 4.7 2.9 at 2008 prices 1,717 1,743 1,758 1,792 1,830 1,887 1,945 1,948 % change 2.1 1.6 0.8 2.0 2.1 3.1 3.1 0.1

Gross Domestic Product per capita (€ 000s) at current prices 25.2 25.9 26.5 27.4 28.3 29.5 30.7 31.4 at 2008 prices 28.9 29.1 29.2 29.6 30.0 30.7 31.5 31.4

Gross Domestic Product (US$ billion) at current prices 2,192 2,267 2,335 2,431 2,527 2,646 2,770 2,852 at 2008 prices 2,513 2,552 2,573 2,624 2,679 2,763 2,848 2,852

Gross Domestic Product per capita (US$ 000s) at current prices 36.8 37.9 38.8 40.1 41.4 43.1 44.9 46.0 at 2008 prices 42.2 42.7 42.7 43.3 43.9 45.0 46.2 46.0

Population Millions 59.5 59.8 60.2 60.6 61.0 61.4 61.7 62.0

Consumer Price Index 2008=100 87.2 88.8 90.7 92.6 94.3 95.8 97.3 100.0 % change 1.7 1.8 2.1 2.1 1.9 1.5 1.5 2.8

Adspend as a % of GDP 0.59 0.56 0.55 0.56 0.55 0.55 0.54 0.52

Advertising Expenditure Growth (%) at current prices -5.8 -2.0 2.1 5.2 1.8 4.4 3.1 0.1 at 2008 prices -7.4 -3.8 -0.1 3.1 -0.1 2.8 1.6 -2.6 Source: IFS, ZenithOptimedia

90 FRANCE: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in € million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 8,390 1,385 2,861 2,473 575 52 1,026 17 1999 9,256 1,627 3,064 2,684 645 68 1,089 79 2000 9,396 1,804 2,435 3,045 715 80 1,173 144 2001 8,847 1,653 2,357 2,866 655 72 1,129 115 2002 8,671 1,546 2,233 2,921 713 74 1,085 99 2003 8,850 1,496 2,153 2,834 744 65 1,056 502 2004 9,310 1,536 2,140 3,204 785 67 1,083 495 2005 9,473 1,560 2,108 3,236 795 78 1,083 614 2006 9,886 1,576 2,099 3,382 807 82 1,085 855 2007 10,196 1,536 2,025 3,520 767 89 1,102 1,157 2008 10,208 1,531 1,935 3,363 742 75 1,123 1,439

Advertising expenditure in € million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 10,004 1,651 3,411 2,949 686 63 1,223 20 1999 10,978 1,929 3,635 3,183 764 81 1,292 94 2000 10,956 2,103 2,839 3,550 834 93 1,368 168 2001 10,144 1,895 2,702 3,286 751 83 1,294 132 2002 9,761 1,740 2,514 3,288 803 83 1,221 111 2003 9,753 1,649 2,373 3,123 820 72 1,163 553 2004 10,051 1,658 2,310 3,459 848 72 1,169 534 2005 10,042 1,654 2,234 3,430 843 83 1,148 650 2006 10,320 1,645 2,191 3,530 842 86 1,133 893 2007 10,484 1,579 2,082 3,619 789 92 1,133 1,190 2008 10,208 1,531 1,935 3,363 742 75 1,123 1,439 Source: IREP Notes: 1. 15% agency commission included 2. Excludes production costs and taxes 3. Includes classified advertising 4. After discounts 5. Newspapers include national and regional titles; 2006 figure includes free magazines 6. Magazines include free titles between 1998 and 1999 7. TV includes cable and satellite 8. Internet includes display, classified and search

91 FRANCE: POPULATION

POPULATION

Land area (km²) 549,970 Capital city Paris Language French Currency Euro (€) Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 6,195 5,909 12,104 16-24 3,611 3,523 7,134 25-34 3,921 3,955 7,875 35-44 4,341 4,424 8,765 45-54 4,120 4,304 8,424 55-64 3,651 3,833 7,484 65+ 4,226 6,093 10,319 Total 30,064 32,042 62,106 Source: INSEE, France Métropolitaine

Adult status Male Female Total (000s) (000s) (000s) AB 5,422 3,998 9,420 C1 2,888 6,488 9,376 C2 5,669 1,480 7,149 D 441 211 652 E 9,069 13,244 22,313 Total 23,489 25,421 48,910 Source: INSEE, France Métropolitaine

Definition of adult status: AB = higher and intermediate managerial C1 = employee/retail C2 = skilled and unskilled manual D = agricultural E = unemployed/retired

92 FRANCE: TELEVISION

TELEVISION

Number of households: 27,690,000

Number of television households: 25,284,000 (91.3%)

Television homes with: Colour 98.3% VCR 60.2% DVD 87.4% PVR/DVR 8.2% Cable (pass) 13.4% Cable (connection) - total 9.4% Digital cable (connection) 6.0% Digital satellite dish 15.3% Digital terrestrial television (DTT) 48.2% IPTV 14.2% Source: Médiamétrie Oct-Dec 2008 TV licence cost (per year): €116 Average minutes viewed per day per adult: 217 Average pay-TV subscription cost Average monthly subscription € Cable (analogue) 30 Cable (digital) 19 DTT 8-10 IPTV 30 Source: Operators

93 FRANCE: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial Arte 91 8 - Commercial TF1 100 24 944 France2 100 24 532 France3 100 21 456 Canal+ 80 24 238 France5 91 16 203 M6 93 24 841 TMC 67 24 851 W9 64 24 484 NRJ12 64 24 569 Direct 8 64 24 648 NT1 64 24 736 France 4 64 24 191 Gulli 64 24 329 BFM TV 64 24 835 Canal+ Sport 18 24 81 Eurosport 26 24 699 Source: TNS Media Intelligence, Médiamétrie Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € TF1 2000-2200 6,153 6,383 1.0 France2 2000-2200 - 4,124 - France3 1900-2000 - 3,437 - Canal+ 1930-2030 4,859 1,178 4.1 France5 1700-1900 - 786 - M6 2000-2200 7,896 2,455 3.2 Source: Médiamétrie Mediamat (Tarif 1, Secteur 1, Famille A)

Average CPT 15+ (all commercial channels*): €7.1 * excluding France2, France3 and France5

94 FRANCE: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults 15+ € (mill) Non-commercial Arte 1.5 1.6 - Commercial TF1 27.2 27.4 2,989 France2 17.5 18.5 471 France3 13.3 13.6 298 Canal + 3.3 3.4 132 France5 2.6 2.5 33 M6 11.0 11.0 1,296 Others 23.7 22.0 - Source: TNS Media Intelligence, Médiamétrie

Top ten television programmes (2008) Adult 15+ Programme Channel TVR Euro 2008: France v. Italy M6 24.3 Euro 2008: Netherlands v. France TF1 23.5 Euro 2008: Germany v. Spain (Final) TF1 21.3 Les Bronzes 3 Amis Pour la Vie TF1 20.5 Les Secrets des Enfoires/Les Restos du Coeur 2008 TF1 20.3 Les Experts Miami/Trop Beaux Pour Mourir TF1 19.8 TF1 20 Heures/Claire Chazal TF1 19.3 Les Experts Miami/Transfert à Haut Risque TF1 19.1 TF1 20 Heures/Harry Roselmack TF1 18.8 TF1 20 Heures/Claire Chazal TF1 18.7 Source: Médiamétrie

95 FRANCE: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (mill) Category € (mill) Procter & Gamble 121.0 Food 1,076.8 Unilever 120.1 Hygiene/beauty 736.3 Ferrero 113.2 Auto 480.7 Reckitt Benckiser 110.0 Publishing 401.3 L'Oréal 94.6 Telecoms 377.0 Renault 94.0 Insurance 357.8 Nestlé 86.8 Retail 288.6 Lascad 83.8 Maintenance 242.0 Nintendo 77.6 Health 181.3 Danone 77.4 Culture & leisure 160.2 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top television Top television owners (2008) sales houses (2008) TV revenue TV revenue Owner € (mill) Sales house € (mill) TF1 2,988.8 TF1 2,988.8 M6 1,296.2 M6 1,296.2 France2 470.6 FTP 801.1 France3 297.7 Canal+ 132.2 Canal + 132.2 Source: TNS Media Intelligence France5 32.8 Source: TNS Media Intelligence

96 FRANCE: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly Adult Adult CPT Full page Circulation readership Colour Colour Title (000s) (000s) € € 20 Minutes (d) 782 2,129 - - Metro (d) 737 1,865 46.1 86,000 Le Parisien - Aujourd'hui (d) 498 1,783 21.8 38,800 Direct Soir (d) 493 786 49.6 39,000 Direct Matin (d) 405 666 62.3 41,500 L'Equipe du Dimanche (w) 319 2,635 32.1 84,574 Le Figaro (d) 316 942 57.3 54,000 Le Parisien IDFO 310 1,357 - - L'Equipe (d) 299 1,606 18.9 30,400 Le Monde (d) 294 1,215 34.2 41,500 Le Journal du Dimanche (w) 269 1,415 43.1 61,000 Le Parisien - Dimanche (w) 201 998 34.9 34,800 Les Echos (d) 122 471 84.9 40,000 Libération (d) 117 497 51.7 25,700 La Croix (d) 95 355 53.8 19,100 La Tribune 71 282 90.4 25,500 Paris Turf 65 229 - - L'Humanité (d) 47 269 49.8 13,390 France Soir (d) 24 66 106.1 7,000 Tiercé Mag./Paris Courses/Bilto/Week-End 22 304 - - Source: EPIQ 2008-2009

Average CPT (Colour): €40.5

97 FRANCE: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (000s) Category € (000s) Renault 68,441 Auto 463,215 Carrefour Magasins 62,425 Retail 375,740 Citroen 55,857 Culture & leisure 309,813 Lidl 46,137 Information media 283,511 Peugeot 40,615 Services 276,268 Mercedes Benz 36,665 Insurance 201,397 SFR 36,144 Real estate 176,032 Audi 32,009 Travel & tourism 153,173 Orange 30,264 Distribution 140,323 Credit Agricole 29,903 Telecoms 124,582 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top ten newspaper Top ten newspaper owners (2008) sales houses (2008) Newspaper revenue Newspaper revenue Owner € (000s) Sales house € (000s) Metro 21,778 Quotidiens Associés 493,554 Socpresse 18,383 Com Quotidien 403,529 SNC L'Equipe 17,555 Amaury Media 389,096 20 Minutes 14,974 Figaro Media 332,491 Canal+ 11,903 20 Minutes 281,540 RTL-CIE Luxemb. Telecom. 11,758 Metro 230,513 Edit. Le Monde 10,945 Le Monde 216,021 Francetelevisions 9,553 Les Echos Media 136,536 CanalSat 7,649 Bollore/Reseau Ville Plus 131,309 Le Parisien 7,442 Tribune Régie (A.Weill) 69,174 Source: TNS Media Intelligence Source: TNS Media Intelligence

98 FRANCE: MAGAZINES MAGAZINES

Magazines w=weekly 2w=twice weekly f=fortnightly Adult Full page Adult CPT m=monthly bm=bimonthly q=quarterly Circulation readership Colour Colour Title (000s) (000s) € € TV Magazine (w) 5,132 18,417 73,000 4.0 Version Fémina (w) 3,544 9,955 73,200 7.4 Télé Z (w) 1,684 6,148 32,700 5.3 Télé 7 jours (w) 1,500 5,841 34,700 5.9 Dossier Familial (m) 1,179 2,094 25,000 11.9 TV Grandes Chaines (f) 1,136 3,149 24,720 7.9 Télé Loisirs (w) 1,132 4,958 28,260 5.7 Télé 2 Semaines (f) 1,125 5,255 27,500 5.2 Télé Star (w) 1,104 4,648 28,220 6.1 Femme Actuelle (w) 964 6,192 38,780 6.3 Notre Temps Magazine (m) 907 3,748 34,900 9.3 Pleine Vie (m) 888 2,829 28,500 10.1 Famille et Education (bm) 785 1,545 16,100 10.4 Télérama (w) 640 2,428 32,300 13.3 Télécable Satellite Hebdo (w) 623 2,404 16,000 6.7 Paris Match (w) 608 4,434 35,000 7.9 Télé Poche (w) 593 2,885 15,800 5.5 Le Nouvel Observateur (w) 507 2,464 30,600 12.4 Prima (m) 483 2,331 24,520 10.5 Le Particulier (m) 467 1,668 31,000 18.6 Maxi (w) 465 2,600 17,550 6.8 Closer (w) 460 3,798 16,100 4.2 L'Express (w) 441 2,251 28,500 12.7 Avantages (m) 436 1,847 28,000 15.2 Le Figaro Magazine (w) 430 1,773 34,000 19.2 Voici (w) 429 4,018 15,450 3.8 Madame Figaro (w) 426 1,418 31,000 21.9 Public (w) 424 3,056 14,000 4.6 Le Point (w) 418 1,868 24,500 13.1 Marie Claire (m) 416 3,065 35,000 11.4 France Dimanche (w) 411 1,840 11,600 6.3 Le Chasseur Francais (m) 400 2,087 19,700 9.4 Cosmopolitan (m) 378 1,721 26,500 15.4 Capital (m) 374 2,495 40,170 16.1 Modes & Travaux (m) 369 2,705 21,000 7.8 Glamour (m) 369 1,408 23,500 16.7 Télé Magazine (w) 361 1,047 6,800 6.5 Elle (w) 357 2,367 29,500 12.5 Ici Paris (w) 350 1,854 9,550 5.2 Psychologies (m) 332 2,631 30,000 11.4 L'Equipe Magazine (w) 327 3,816 21,043 5.5 Top Santé (m) 310 3,267 20,900 6.4

99 FRANCE: MAGAZINES Magazines cont. w=weekly 2w=twice weekly f=fortnightly Adult Full page Adult CPT m=monthly bm=bimonthly q=quarterly Circulation readership Colour Colour Title (000s) (000s) € € Parents (m) 304 2,561 29,500 11.5 Détente Jardin (bm) 303 853 12,500 14.7 Auto Plus (w) 300 2,466 20,100 8.2 Nous Deux (w) 292 1,483 9,980 6.7 Maison Créative (bm) 289 1,442 14,800 10.3 Biba (m) 288 905 18,000 19.9 Gala (w) 279 2,675 20,760 7.8 Science & Vie (m) 275 3,824 19,300 5.0 Marianne (w) 269 1,861 15,950 8.6 Média Cuisine (m) 268 4,028 14,730 3.7 Géo (m) 267 4,707 28,640 6.1 Sciences et Avenir (m) 262 2,552 17,400 6.8 Le Monde 2 (w) 260 1,064 21,000 19.7 Challenges (w) 259 606 19,900 32.8 Oops ! (modélisation) 256 1,572 - - Marie Claire Idées (q) 251 2,509 22,000 8.8 Pélerin Magazine (w) 251 1,034 10,200 9.9 Mieux Vivre Votre Argent (m) 248 1,016 22,500 22.1 Ca m'Intéresse (m) 234 3,259 15,760 4.8 Art et Décoration (bm) 233 4,967 22,000 4.4 Télé 7 Jeux (m) 233 2,756 11,250 4.1 Santé Magazine (m) 233 3,507 17,900 5.1 Maxi Cuisine (bm) 231 1,854 11,000 5.9 Rustica l'Hebdo Jardin (w) 227 975 13,700 14.1 Entrevue (m) 226 3,024 20,500 6.8 Courrier International (w) 197 1,385 15,900 11.5 Cuisine Actuelle (m) 192 3,742 - - Vie Pratique Gourmand (f) 192 1,008 9,600 9.5 Point de Vue (w) 190 911 14,500 15.9 Marie France (m) 183 1,620 17,300 10.7 Le Journal de la Maison (m) 177 1,350 14,000 10.4 VSD (w) 173 1,204 14,630 12.2 Elle Décoration (bm) 171 2,771 16,600 6.0 Femme Actuelle Jeux (m) 166 1,917 7,210 3.8 Maison & Travaux (bm) 163 3,810 16,300 4.3 Micro Hebdo (w) 161 927 11,600 12.5 Elle À Table (bm) 160 1,019 13,300 13.1 L'Expansion (m) 154 793 20,900 26.4 Régal (bm) 153 520 9,900 19.0 France Football (2w) 148 1,460 9,600 6.6 Première (m) 145 1,264 15,800 12.5 Cuisine et Vins de France (bm) 144 1,508 11,200 7.4 Jeune et Jolie (m) 142 774 15,100 19.5 L'Ami des Jardins et de la Maison (m) 142 1,129 13,100 11.6 Campagne Décoration (bm) 137 753 10,600 14.1

100 FRANCE: MAGAZINES Magazines cont. w=weekly 2w=twice weekly f=fortnightly Adult Full page Adult CPT m=monthly bm=bimonthly q=quarterly Circulation readership Colour Colour Title (000s) (000s) € € La Vie (w) 136 750 9,500 12.7 Enfant Magazine (m) 135 1,381 17,510 12.7 Système D (m) 133 1,301 14,800 11.4 L'Automobile Magazine (m) 133 2,592 13,900 5.4 Le Monde Diplomatique (m) 129 1,487 20,500 13.8 Maison Magazine 127 1,508 11,200 7.4 Réponse à Tout (modélisation) (m) 125 1,365 15,000 11.0 Marie Claire Maison (m) 121 2,513 15,500 6.2 Management (m) 119 816 19,260 23.6 Fhm (For Him Magazine) 117 1,031 15,800 15.3 L'Ordinateur Individuel (m) 115 1,166 13,500 11.6 National Géographic France (m) 113 2,038 14,940 7.3 Girls ! (m) 108 801 12,500 15.6 Enjeux-Les Echos (m) 108 657 22,500 34.2 Vogue (m) 106 1,561 20,100 12.9 Alternatives Economiques (m) 105 1,036 10,200 9.8 Famili (m) 105 1,298 15,300 11.8 L'Auto-Journal (f) 104 1,575 10,650 6.8 Maison Française 104 716 14,900 20.8 Vocable (f) 101 559 7,500 13.4 Infobébés (bm) 101 1,217 19,100 15.7 Infocrèche (bm) 100 834 17,200 20.6 Maison Bricolage et Décoration (bm) 99 2,362 11,100 4.7 Choc (m) 99 3,037 14,500 4.8 France Football doublé (2w) 95 2,276 14,300 6.3 Prima Maison (m) 92 1,183 9,790 8.3 Onze-Mondial (m) 90 1,338 12,400 9.3 Courrier Cadres (m) 89 554 13,650 24.6 Micro Actuel (m) 88 634 9,050 14.3 Maisons Côté Sud (bm) 86 1,551 14,200 9.2 Midi Olympique Magazine (m) 86 959 10,800 11.3 One (bm) 83 631 8,200 13.0 Votre Beauté (m) 80 598 16,400 27.4 L'Entreprise (m) 79 809 18,900 23.4 Historia (m) 79 1,290 10,500 8.1 Fan 2 (bm) 78 1,279 10,400 8.1 L'Officiel des Spectacles (w) 76 849 5,625 6.6 Guide Cuisine (m) 76 1,136 - - Investir Magazine (bm) 72 743 19,800 26.6 Jeux Vidéo Magazine (m) 71 1,174 7,350 6.3 Maisons Côté Ouest (bm) 71 1,205 11,000 9.1 Pariscope (w) 69 462 6,120 13.2 Lire (m) 66 524 9,200 17.6 Séries Mag (bm) 60 741 7,100 9.6 Terre Sauvage (m) 60 1,225 8,700 7.1

101 FRANCE: MAGAZINES Magazines cont. w=weekly 2w=twice weekly f=fortnightly Adult Full page Adult CPT m=monthly bm=bimonthly q=quarterly Circulation readership Colour Colour Title (000s) (000s) € € Phosphore (m) 59 685 10,400 15.2 Votre Maison Votre Jardin (bm) 55 1,676 11,300 6.7 Voiles et Voiliers (m) 52 599 5,680 9.5 Maman ! (m) 51 518 9,900 19.1 Sport Auto (m) 50 1,107 7,700 7.0 La Revue Nationale de la Chasse (m) 50 1,028 5,300 5.2 Prima Cuisine Gourmande (bm) 46 988 6,180 6.3 L'Argus de l'Automobile (w) 44 1,376 13,200 9.6 Neuf Mois Magazine (m) 44 595 9,900 16.6 Maisons côté Est (modélisation) (q) 42 565 6,800 12.0 Ulysse 40 532 9,000 16.9 Rock & Folk (m) 39 838 7,700 9.2 Maximal (m) 36 554 12,500 22.6 Tennis Magazine (m) 35 514 6,000 11.7 Addx (m) 34 855 5,400 6.3 La Pêche et les Poissons (m) 34 1,056 5,200 4.9 Pyrénées Magazine (bm) 28 758 4,500 5.9 PC Jeux (m) 25 1,176 4,700 4.0 Photo (m) 24 776 7,800 10.1 Joystick (m) 23 693 4,700 6.8 A Nous Paris (w) - 390 23,500 60.3 Auto Moto (m) - 3,257 18,800 5.8 Bien Etre & Santé (m) - 1,520 20,000 13.2 Canal Satellite Magazine (m) - 8,558 37,400 4.4 Côté Mômes (m) - 367 29,500 80.4 Du Côté de Chez Vous (bm) - 3,767 20,000 5.3 IKEA Family live Magazine (q) - 5,551 35,000 6.3 Infobébé - Infocrèche (bm) - 1,575 24,900 15.8 Mon Jardin et ma Maison (m) - 1,479 13,500 9.1 Newlook (m) - 540 8,600 15.9 PLUS le Magazine de Canal+ (m) - 8,793 48,700 5.5 Le Revenu Placements (m) - 591 18,000 30.5 Science & Vie Micro (m) - 616 8,200 13.3 Sélection du Reader's Digest (m) - 1,541 12,500 8.1 Studio Magazine (modélisation) (m) - 917 12,500 13.6 Styles de vie (q) - 1,450 28,000 19.3 TGV Magazine (m) - 1,455 18,500 12.7 Vies de famille - 10,263 - - Source: AEPM 2008-2009, OJD 2008-2009

Average CPT (Colour): €8.7

102 FRANCE: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (000s) Category € (000s) L'Oréal 28,029 Clothing 411,861 Lidl 27,780 Hygiene/beauty 334,988 Beiersdorf 25,027 Auto 291,909 Prisma Presse 24,633 Information media 285,064 Renault 23,748 Insurance 228,467 Carrefour Magasins 22,846 Retail 182,864 SFR 22,547 Culture & leisure 165,551 Peugeot 22,237 Telecoms 137,187 Mondadori 21,789 Travel & tourism 124,732 Christian Dior Parfums 21,647 Food 108,305 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top ten magazine Top ten magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner € (000s) Sales house € (000s) Prisma Presse 23,977 Amaury Media 57,156 Mondadori 20,521 Figaro Media 38,556 Hachette Filipacchi Media 19,890 Metro 32,954 Socpresse 18,053 Le Monde 30,723 Express Roularta 13,671 20 Minutes 25,635 Edit. Bayard Presse 6,468 Bollore/Réseau Ville Plus 19,121 Edit. Le Monde 6,423 Com Quotidien 14,861 Edit. Claude Perdriel 6,241 Les Echos Media 13,285 SNC L'Equipe 4,546 Quotidiens Associes 10,895 Canal+ 4,400 Espace Liberation 8,064 Source: TNS Media Intelligence Source: TNS Media Intelligence

103 FRANCE: RADIO

RADIO

Number of commercial radio stations: 16 Source: Médiamétrie

Average daily listening minutes per adult (13+): 179 Source: Médiamétrie

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time € (000s) € National Cherie FM music 0900-1100 6,422 294 21.8 Les Indépendants music 0900-1100 2,871 1,159 2.5 MFM music 0900-1100 3,731 104 35.9 Nostalgie music 0900-1100 2,724 741 3.7 Radio Classique music 0900-1100 3,592 189 19.0 RFM music 0900-1100 4,987 358 13.9 RMC generalist 0900-1100 3,852 595 6.5 Europe 1 generalist 0700-0900 4,146 1,364 3.0 Virgin Radio (exc. Europe 2) music 0700-0900 5,024 328 15.3 Fun Radio music 0700-0900 6,093 340 17.9 NRJ music 0700-0900 6,527 646 10.1 RTL generalist 0700-0900 4,707 1,734 2.7 Skyrock music 0700-0900 6,396 434 14.7 RTL2 music 0700-1200 6,095 300 20.3 Rire et Chansons music 1000-1200 3,440 175 19.7 Source: Médiamétrie, adults 13+

Average CPT (all commercial stations): €8.1

104 FRANCE: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser € (000s) Category € (000s) E. Leclerc Magasins 100,967 Retail 920,696 Carrefour Magasins 100,525 Auto 308,260 Renault 78,567 Telecoms 297,286 Intermarche 75,724 Insurance 262,176 Auchan 68,692 Information media 227,603 Bouygues Telecom 64,351 Culture & leisure 214,717 Carglass 59,121 Services 183,661 Systeme U Groupe 56,927 Publishing 134,791 SFR 51,587 Travel & tourism 111,703 Orange 47,465 Beverages 84,941 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top ten radio Top radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner € (000s) Sales house € (000s) RTL 530,689 NRJ Global 873,966 NRJ National 418,132 IP 853,325 Europe 1 317,934 Lagardère 788,002 RMC 298,677 RMC Régie 353,974 Nostalgie 195,771 Sky Régie 120,818 Les Independants 191,062 Radio France 99,330 Cherie FM 166,580 DI Régie 52,874 RTL 2 151,541 Source: TNS Media Intelligence RFM 142,327 Fun Radio 137,730 Source: TNS Media Intelligence

105 FRANCE: OUTDOOR

OUTDOOR

Type, size and cost of sites Type Size Number of Cost per panel of display of display sites per week € Avenir Agir Actif 8D&12 m2 2,780 378 Agir Conso 8D&12 m2 2,359 352 Empir 8D&12 m2 6,435 328 Grand angle 8D&12 m2 5,546 1,071 Noveo 8 8D&12 m2 4,799 110 Paris couronne 8D&12 m2 769 554 Clear Channel Best 8D&12 m2 2,460 478 Big jim 8D&12 m2 4,800 375 Gold 8D&12 m2 700 742 James 8D&12 m2 2,930 435 CBS Outdoor 12-12 8D&12 m2 2,770 444 Optimum 8D&12 m2 2,770 400 Premium 8D&12 m2 650 608 Shopcover 8D&12 m2 2,440 316 JCDecaux Major A 2 m2 14,159 60 Major B 2 m2 14,159 60 Selecto 2 m2 7,706 71 Selecto +100 2 m2 6,492 78 Noveo 2 2 m2 1,179 126 Distingo 2 m2 2,410 110 Diva 2 m2 2,088 110 Jeune actif 2 2 m2 1,300 115 Jeune actif 2 m2 3,016 146 Senior major 8 m2 5,744 146 Senior major double impact 8 m2 5,983 144 Source: Contractors

106 FRANCE: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (000s) Category € (000s) Orange 81,922 Retail 511,344 SFR 64,494 Culture & leisure 405,998 Renault 56,401 Auto 335,760 Carrefour Magasins 49,889 Telecoms 248,928 Leroy Merlin 47,736 Beverages 208,789 Bouygues Telecom 39,214 Food 156,717 Ricard 32,181 Travel & tourism 129,178 Coca-Cola 25,330 Information media 117,370 Brasseries Kronenbourg 22,905 Clothing 103,326 Volkswagen 22,215 Services 91,679 Source: TNS Media Intelligence Source: TNS Media Intelligence

Top outdoor contractors (2008) Outdoor revenue Contractor € (mill) JCDecaux 934.0 Clear Channel 685.0 CBS Outdoor 532.2 Metrobus 302.0 Other 144.2 Source: TNS Media Intelligence

107 FRANCE: CINEMA

CINEMA

Number of cinema screens: 5,398 Source: CNC

Average cost of a 60 sec. spot per screen per week: €77 Source: Sales

Average CPT: €91

Number of screens used in typical national campaign: 2,630 Source: ZenithOptimedia

Trend in admissions Admissions (mill) 2002 184.4 2003 173.5 2004 194.8 2005 176.0 2006 189.0 2007 178.0 2008 189.0 Source: CNC

Cinema audience profile Age % 16-24 21.2 25-34 16.6 35-49 25.9 50+ 36.4 Sex % Male 48.8 Female 51.2 Income/Class % CSP+ 22.9 CSP- 24.1 Source: Médiamétrie

108 FRANCE: CINEMA

Top ten films (2008) Gross takings Film € (000s) Bienvenue chez les Ch'tis 20,449 Asterix aux jeux olympiques 6,815 Madagascar: Escape 2 Africa 4,242 Indiana Jones and the Kingdom of the Crystal Skull 4,200 Quantum of Solace 3,721 Kung Fu Panda 3,232 Wall-E 3,228 The Chronicles of Narnia: Prince Caspian 3,114 Hancock 3,077 The Dark Knight 3,037 Source: CNC

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser € (000s) Category € (000s) Sony 9,376 Culture & leisure 52,967 Twentieth Century Fox 9,248 Beverages 20,220 Coca-Cola 8,716 Insurance 14,897 Societe Generale 7,582 Auto 13,454 Orangina Schweppes 6,463 Hygiene/beauty 13,224 Canal+ 6,384 Publishing 12,415 Renault 5,838 Clothing 12,322 LVMH 5,614 Telecoms 10,025 Hewlett Packard 5,086 Computers 8,183 Vivendi 5,011 Retail 8,033 Source: TNS Media Intelligence Source: TNS Media Intelligence

109 FRANCE: INTERNET

INTERNET

Homes with internet connection: 14,998,000 (54.2%)

Adult internet users: 33,560,000 (67.1%)

Adult internet users with home broadband: 30,798,000

Typical monthly cost of internet access: €20

Cost of display ads Top search keywords Typical cost per thousand Typical cost per click Type € Keyword € Banner 4 Accès internet 1.2 Skyscraper 6 Assurance 1.1 300x250 unit 10 Voyage 2.5 Streaming video 14 Voiture 0.8 Source: ZenithOptimedia estimates Banque 0.8 Crédit 1.7 Crédit immobilier 1.9 Fleur 1.1 Telephone 0.9 Source: Yahoo search marketing

Internet user profile Age % 16-24 17.3 25-34 20.6 35-54 40.8 55-64 15.3 65+ 6.0 Sex % Male 50.2 Female 49.8 Income/Class % CSP + 27.1 CSP- 21.6 Source: Médiamétrie NetRatings Dec. 2008

110 FRANCE: INTERNET

Top ten internet sites (2008) Top ten search engines (2008) Unique visitors Searches Site per month Search engine per month Google 29,354,000 Google search 28,363 MSN/Windows Live 24,546,000 Google image search 9,778 Microsoft 22,254,000 Windows live search 8,279 Orange 20,798,000 Voilà search 5,195 Free 16,225,000 Ask.com 5,033 Yahoo! 15,624,000 Yahoo! search 5,021 PagesJaunes 15,284,000 AOL search 2,765 eBay 14,609,000 Lo.st 1,519 L'Internaute magazine 13,579,000 Gralon 1,487 Wikipedia 13,022,000 Trovit 1,261 Source: Médiamétrie NetRatings Dec. 2008 Source: Médiamétrie NetRatings Dec. 2008 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser € (000s) Category € (000s) Ebay 84,572 Telecoms 531,102 SFR 80,711 Travel & tourism 397,825 Bouygues Telecom 70,763 Insurance 387,054 Orange 68,772 Auto 293,347 SNCF 60,346 Services 289,858 Renault 54,554 Retail 262,509 Aquarelle Fleuriste 45,963 Culture & leisure 260,530 ING Direct 45,915 Miscellaneous 248,243 Canal+ 45,298 Hygiene/beauty 181,071 Procter & Gamble 44,037 Computers 147,806 Source: TNS Media Intelligence Source: TNS Media Intelligence Top ten internet owners (2008) Internet revenue Owner € (000s) Orange 425,400 MSN 386,329 AOL 278,941 PagesJaunes 203,924 Yahoo! 197,175 Skyrock 173,619 TF1 150,336 Allocine 103,417 Hi-Media Divers 100,209 L'Internaute 71,332 Source: TNS Media Intelligence

111 FRANCE: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 80.7 88.8 95.4 Online video - 21.3 28.2 Mobile television - 1.0 5.0 Radio 82.2 89.9 94.4 Cinema - - 63.3 Internet - 57.8 61.3 Source: Médiamétrie OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (mill) Category € (mill) Renault 414.3 Retail 3,172.6 SFR 352.3 Auto 2,383.7 Orange 308.4 Telecoms 2,075.5 Carrefour Magasins 292.4 Food 1,848.0 Bouygues Telecom 259.9 Culture & leisure 1,781.7 E. Leclerc Magasins 233.6 Insurance 1,753.7 Peugeot 218.0 Hygiene/beauty 1,620.3 Procter & Gamble 210.2 Information media 1,318.9 Unilever 203.1 Travel & tourism 1,163.0 Citroen 189.2 Publishing 1,064.9 Source: TNS Media Intelligence Source: TNS Media Intelligence Top ten media Top ten owners (2008) sales houses (2008) Media revenue Media revenue Owner € (mill) Sales house € (mill) TF1 2,943.0 TF1 3,391.9 M6 1,296.2 Lagardère 1,954.5 RTL 530.7 M6 1,642.6 PQR 66/Province 456.8 NRJ Global 984.4 Orange 425.4 IP 853.9 NRJ National 418.1 Francetelevisions 788.3 MSN 386.3 Publiprint 712.8 TF1 377.0 Clear Channel 712.1 France2 376.5 Avenir 576.3 Clear Channel 344.4 CBS Outdoor 540.3 Source: TNS Media Intelligence Source: TNS Media Intelligence

112 GERMANY: ECONOMIC DATA

GERMANY ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.68 € at 2008 rate

Gross Domestic Product (€ billion) at current prices 2,113 2,143 2,164 2,211 2,243 2,322 2,423 2,488 % change 2.5 1.4 1.0 2.2 1.5 3.5 4.4 2.7 at 2008 prices 2,383 2,384 2,381 2,394 2,391 2,436 2,486 2,488 % change 2.5 0.0 -0.1 0.5 -0.1 1.9 2.0 0.1

Gross Domestic Product per capita (€ 000s) at current prices 25.6 26.1 26.3 26.8 27.2 28.2 29.4 30.2 at 2008 prices 28.9 29.0 28.9 29.1 29.0 29.6 30.2 30.2

Gross Domestic Product (US$ billion) at current prices 3,094 3,138 3,168 3,237 3,284 3,399 3,547 3,643 at 2008 prices 3,488 3,490 3,486 3,505 3,500 3,566 3,639 3,643

Gross Domestic Product per capita (US$ 000s) at current prices 37.5 38.2 38.5 39.3 39.9 41.3 43.1 44.3 at 2008 prices 42.3 42.4 42.4 42.6 42.5 43.3 44.2 44.3

Population Millions 82.4 82.2 82.3 82.4 82.4 82.4 82.3 82.3

Consumer Price Index 2008=100 88.7 89.9 90.9 92.3 93.8 95.3 97.5 100.0 % change 2.0 1.4 1.1 1.6 1.6 1.6 2.3 2.6

Ad.spend as a % of GDP 0.87 0.78 0.74 0.73 0.75 0.78 0.78 0.76

Advertising Expenditure Growth (%) at current prices -7.6 -9.0 -4.9 1.3 4.6 6.5 4.6 -0.3 at 2008 prices -9.4 -10.2 -5.9 -0.3 3.0 4.8 2.3 2.3 Source: IFS, ZenithOptimedia

113 GERMANY: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in € million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 17,555 7,972 4,194 4,042 605 166 563 14 1999 18,506 8,143 4,423 4,317 691 172 682 77 2000 19,991 8,694 4,782 4,709 732 175 746 153 2001 18,467 7,769 4,436 4,469 678 170 760 185 2002 16,806 7,003 4,151 3,956 595 161 713 227 2003 15,977 6,512 3,958 3,811 579 161 710 246 2004 16,184 6,668 3,900 3,860 618 147 720 271 2005 16,935 6,718 3,890 3,930 664 132 769 832 2006 18,034 6,826 4,010 4,114 680 117 787 1,500 2007 18,870 6,898 4,053 4,156 743 106 820 2,094 2008 18,810 6,734 3,949 4,036 711 77 805 2,498

Advertising expenditure in € million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 20,601 9,355 4,922 4,743 710 194 661 16 1999 21,584 9,498 5,159 5,035 806 201 795 90 2000 22,990 9,998 5,499 5,415 842 201 858 176 2001 20,821 8,759 5,001 5,039 764 192 857 209 2002 18,691 7,789 4,617 4,400 662 179 793 252 2003 17,582 7,166 4,356 4,194 637 177 781 271 2004 17,525 7,221 4,223 4,180 669 159 780 293 2005 18,049 7,160 4,146 4,189 708 141 820 887 2006 18,923 7,162 4,208 4,317 714 123 826 1,574 2007 19,358 7,076 4,158 4,264 762 109 841 2,148 2008 18,810 6,734 3,949 4,036 711 77 805 2,498 Source: ZAW Notes: 1. Excludes agency commission of 15% 2. Excludes production costs 3. Includes classified advertising 4. After discounts

Main advertising restrictions Tobacco: Restricted in outdoor, trade madazines and cinema. Alcohol: Advertising in cinema is not allowed before 1800, and on TV not before 1700. Pharmaceutical: Advertising for OTC products allowed on TV and radio only. Political: Only allowed during Bundestag and European elections.

114 GERMANY: POPULATION

POPULATION

Land area (km²) 348,672 Capital city Berlin Language German Currency Euro (€) Source: CIA Factbook 2009 Population by age Male Female Total (000s) (000s) (000s) 0-15 5,603 5,315 10,918 16-24 4,942 4,591 9,533 25-34 4,843 4,788 9,631 35-44 6,642 6,413 13,055 45-54 6,220 6,189 12,409 55-64 4,810 4,955 9,765 65+ 7,171 9,653 16,824 Total 40,231 41,904 82,135 Source: Federal Office of Statistics

Adult status Male Female Total (000s) (000s) (000s) AB 3,560 1,593 5,153 C1 7,256 11,124 18,380 C2 5,699 607 6,306 D 2,500 1,855 4,355 E1 12,451 18,228 30,679 Total 31,466 33,407 64,873 Source: MA 2008

Definition of adult status AB = self-employed/higher managerial C1 = supervisory/clerical C2 = skilled working class D = semi and unskilled working class/farmers E = unemployed/inactive

115 GERMANY: TELEVISION

TELEVISION Number of television households: 34,990,000 Television homes with: VCR 49.5% DVD 52.3% PVR/DVR 2.2% Multiset 31.2% Teletext 95.8% Cable (connection) - total 51.3% Digital cable (connection) 8.7% Satellite dish (DTH) - total 44.1% Digital satellite dish 20.9% Digital terrestrial television (DTT) 4.6% IPTV 0.1% Source: IP

TV licence cost (per month): €17.98 Source: IP

Average minutes viewed per day per adult: 221 Source: IP Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial 3.SAT - 24 - Arte - 24 - Kika 96.0 15 - Commercial ARD (public)* 99.7 24 120 ZDF (public)* 99.7 24 120 RTL 98.8 24 1,512 SuperRTL 97.0 24 1,512 Vox 98.6 24 1,512 SAT.1 98.3 24 1,512 ProSieben 98.2 24 1,512 Kabel eins 97.8 24 1,512 RTL II 98.4 24 1,512 Source: IP * Ads allowed Mon-Sat 1700-2000 for 20 mins max.

116 GERMANY: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Adults (14+) € (000s) Commercial ARD (public) 13.8 301,125 ZDF (public) 13.5 200,750 RTL 11.9 2,281,250 SAT.1 10.5 1,569,500 ProSieben 6.5 1,542,125 Vox 5.5 730,000 RTL II 3.8 593,125 Kabel eins 3.6 529,250 SuperRTL 1.6 255,500 Source: IP, Seven One Media

Top ten television programmes (2008) Adult 14+ Programme Channel TVR Euro 2008 Germany/Turkey (semi-final) ZDF 41.9 Euro 2008 Austria/Germany ARD 40.5 Euro 2008 Germany/Spain (final) ARD 40.1 Euro 2008 Portugal/Germany ARD 39.8 Heute-Journal ZDF 35.8 Euro 2008 Germany/Poland ZDF 34.8 Tagesthemen ARD 32.3 Euro 2008 Croatia/Germany ZDF 32.0 Euro 2008 Spain/Russia (semi-final) ARD 28.4 Euro 2008 Spain/Italy ZDF 25.6 Source: IP

117 GERMANY: TELEVISION

Top ten television Top ten television advertisers (2008) product categories (2008) TV expenditure TV expenditure Advertiser € (mill) Category € (mill) Procter & Gamble 363.7 Food 1,560.0 Ferrero 326.9 Bodycare 1,097.3 L'Oréal 224.7 Telecommunications 823.4 Unilever 194.5 Motor vehicles 700.9 Reckitt Benkiser 149.6 Drinks 678.6 Danone 143.7 Finance 573.2 Media-Saturn Holding 126.2 Business/distribution 519.5 McDonald's 113.3 Service industries 421.4 Dr. A Oetker 105.2 Health/pharmacy 367.8 Fox Mobile Distribution 101.7 Cleaning products 262.2 Source: SevenOne Media Source: SevenOne Media

118 GERMANY: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full Adult Full Circ- read- page B/W page ulation ership B/W CPT Colour Title (000s) (000s) € € € Newsstand titles (weekdays) Bild Deutschland 3,300 9,680 337,159 34.8 337,159 Express 199 530 16,280 30.7 24,742 B.Z. 176 370 11,681 31.6 15,980 tz 145 280 13,471 48.1 17,512 Abendzeitung 143 210 20,351 96.9 28,479 Berliner Kurier 131 300 6,524 21.7 9,475 Hamburger Morgenpost 115 210 6,056 28.8 9,904 Morgenpost für Sachsen 103 200 6,066 30.3 8,796 Nationals (weekdays) Süddeutsche Zeitung 438 900 59,565 66.2 59,565 Frankfurter Allgemeine Zeitung 373 690 58,710 85.1 58,710 Die Welt 265 510 26,729 52.4 35,346 Frankfurter Rundschau 150 220 13,760 62.5 17,885 Handelsblatt 135 350 45,505 130.0 45,505 Financial Times Deutschland 102 240 36,100 150.4 36,100 die tageszeitung 58 220 8,211 37.3 11,397 Sundays Welt am Sonntag 404 780 37,859 48.5 49,450 FAZ am Sonntag 348 700 34,416 49.2 47,530 BZ am Sonntag 109 330 5,272 16.0 7,677 Local and regional subs (weekdays) ACN Anz.-Coop. Nordrhein ACN-Gesamtausgabe 1,284 2,860 133,556 46.7 195,371 ACN Anz.-Coop. Nordrhein ACN-Gesamt Abo-Zeitungen 1,085 2,450 113,594 46.4 165,136 WAZ Mediengruppe 850 Gesamtausgabe inkl. IKZ 818 1,790 114,612 64.0 155,065 ZGW Ztgsgr. Westfalen 10 Gesamtausgabe 781 1,730 103,739 60.0 148,123 Hannov. Allg./Neue Presse 108 HAZ-Total 546 1,170 80,793 69.1 113,185 mkn media kombi nord Gesamtausgabe 524 1,120 72,547 64.8 104,267 zeitungs kombi hessen Gesamtausgabe (HNA+MHP) 510 1,250 64,535 51.6 93,663 STZ Anzeigengemeinschaft 41 Gesamtbelegung(mit NWZ) 464 950 64,570 68.0 96,854 Ztgsgr. Bremen/Weser-Ems Gesamtausgabe 462 940 45,479 48.4 60,949 zrs Rheinland-Pfalz Saarland Gesamtausgabe 448 1,110 55,571 50.1 76,792 Münchner Merkur tz Gesamtausgabe MM/tz 413 1,010 36,432 36.1 47,361 Rheinische Post Gesamtausgabe 380 870 40,028 46.0 60,042 Münchner Merkur tz Großraumausgabe MM/tz 342 820 25,880 31.6 33,645 Augsburger Allgemeine GA (inkl. Allgäuer Ztg) 335 730 30,579 41.9 46,316 Zeitungsgruppe Köln GS Gesamtausgabe 333 840 27,890 33.2 38,287 Zeitungsgruppe Thüringen W10 Gesamtausgabe 316 710 48,103 67.8 65,915 Südwest Presse GA Gesamtausgabe 307 600 42,773 71.3 64,175 Freie Presse 600 GES Gesamtausgabe 293 570 44,851 78.7 62,791 Neue Osnabrücker Zeitung A-E Gesamt A-E 292 630 33,452 53.1 48,491 Nürnberger Nachrichten 01 Gesamtausgabe 284 640 17,618 27.5 23,775 Mittelhessenpresse Gesamtausgabe 284 710 43,568 61.4 63,210 Businesskombi Berlin (Handelsblatt/Tagesspiegel) 282 590 64,165 108.8 71,588 ZN T Zeitungsregion Nordwest Totalausgabe 444 269 530 27,367 51.6 36,666

119 GERMANY: NEWSPAPERS

Newspapers cont. Adult Full Adult Full Circ- read- page B/W page ulation ership B/W CPT Colour Title (000s) (000s) € € € Münchner Merkur tz Gesamtausgabe MM (o.tz) 268 760 28,535 37.5 37,095 Sächsische Zeitung 010 Gesamtausgabe 266 590 39,800 67.5 56,410 Ztgsgr. Neue Westfälische 501 Gesamtausgabe 248 510 36,556 71.7 52,993 Die Rheinpfalz GA inkl. Pirmasenser Ztg. 245 520 30,080 57.8 37,583 Mannheimer Morgen/ZRN ZRN Ausgabe ZRN 245 580 36,221 62.5 50,695 shp Schleswig-Hol. Presse Gesamtausgabe 243 510 42,527 83.4 61,664 Mitteldeutsche Zeitung GEN Gesamt Sachsen-Anh. Süd 236 600 35,469 59.1 51,433 Hamburger Abendblatt Gesamtausgabe 235 530 28,252 53.3 38,395 Augsburger Allgemeine Nordausgabe (Augsb.Allg.) 228 500 21,003 42.0 31,824 HNA 3100 Gesamt (inkl. WLZ/FZ) 225 540 22,962 42.5 33,308 Rhein-Zeitung Gesamtausgabe 210 510 25,568 50.1 35,782 ZGM Ztgsgr. Münsterland 500 Gesamtausgabe 205 470 25,118 53.4 37,190 Volksstimme GESA Gesamtausgabe 201 430 32,239 75.0 46,763 Münchner Merkur tz Großraumausgabe MM (o.tz) 197 570 18,946 33.2 24,630 Weser Kurier/Brem. Nachr. BAB Bremer Anzeigenblock 193 420 22,862 54.4 30,869 Rhein Main Presse 001 Gesamtausgabe 191 440 25,919 58.9 36,293 sh:z GESH Gesamtausgabe (Mo-Fr) 183 410 28,505 69.5 42,773 Berliner Zeitung Berliner Zeitung plus 183 360 22,254 61.8 31,930 Schwäbische Zeitung Gesamtausgabe 181 410 27,707 67.6 41,560 RheinMainMedia RMM Gesamt 176 340 20,867 61.4 27,127 Passauer Neue Presse 19 Gesamtausgabe 170 380 21,277 56.0 27,904 Westdeutsche Ztg. plus WZP WZplus Gesamt ohne EXPR. 165 300 29,257 97.5 44,763 Main-Post 5T Großausgabe Main-Post Total 165 360 29,687 82.5 41,711 Braunschweiger Zeitung GA Gesamtausgabe 159 380 22,159 58.3 31,033 Berliner Zeitung Berliner Zeitung 159 330 18,706 56.7 26,931 Ostsee-Zeitung Gesamtausgabe 158 300 20,205 67.4 29,303 Berliner Morgenpost Gesamt 156 310 23,106 74.5 31,434 Saarbrücker Zeitung 05 GA (m.Pfälzischer Merkur) 151 380 19,426 51.1 26,227 Badische Zeitung 104 Gesamt (10-70) 149 350 15,644 44.7 21,144 Der Tagesspiegel Gesamt (m.Potsdamer Neuste Nachr.) 147 240 18,660 77.8 26,083 Märkische Allgemeine GEM Gesamtausgabe 145 330 21,183 64.2 29,656 Berliner Morgenpost 144 260 20,230 77.8 27,910 Westfälischer Anzeiger 4100 Gesamtausgabe 144 250 25,163 100.7 35,228 Oberfranken Kombi Gesamtausgabe Plus 137 350 24,109 68.9 34,334 Südkurier G Gesamt inkl. Alb-Bote 134 290 25,616 88.3 33,307 Aachener Zeitung/Nachr. Gesamtausgabe 131 280 18,204 65.0 26,724 Schwarzwälder Bote Gesamtausgabe 130 270 19,519 72.3 25,874 Straubinger Tb/Landsh.Ztg 101/141 Gesamt 127 270 12,539 46.4 17,544 ZN A Nordwest-Zeitung Gesamtausgabe 700 124 220 10,458 47.5 13,608 Mittelbayerische Zeitung 19990 Gesamtausgabe 119 260 13,210 50.8 17,828 Lübecker Nachrichten LN Gesamtausgabe 107 230 13,247 57.6 19,216 Allgäuer Zeitung Gesamtausgabe Allgäu 107 230 13,598 59.1 20,588 Kieler Nachrichten Gesamtausgabe Kiel 107 240 15,316 63.8 22,198 Fränkischer Tag ZRO/Fränkischer Tag GA 102 230 14,448 62.8 20,227 Lausitzer Rundschau 000 Gesamtausgabe 98 240 20,279 84.5 26,376 Göttinger Tbl. mediakombi Gesamtausgabe 97 220 17,725 80.6 23,091 Schweriner Volkszeitung GES Gesamtausgabe 97 220 17,588 79.9 22,855

120 GERMANY: NEWSPAPERS

Newspapers cont. Adult Full Adult Full Circ- read- page B/W page ulation ership B/W CPT Colour Title (000s) (000s) € € € Trierischer Volksfreund 1 Gesamtausgabe 92 210 11,340 54.0 15,901 Heilbronner Stimme Gesamtausgabe 92 180 12,643 70.2 17,726 Nordkurier Gesamtausgabe 91 190 16,375 86.2 22,919 Darmstädter Echo Gesamtausgabe 90 250 14,922 59.7 20,995 Märkische Oderzeitung 001 Gesamtausgabe 89 210 16,523 78.7 23,962 Donaukurier Gesamtausgabe 86 180 8,169 45.4 11,823 Südthüringer Presse Plus Hauptausgabe 84 200 21,957 109.8 30,766 Der neue Tag 08 Gesamtausgabe 84 200 9,262 46.3 13,906 General-Anzeiger Bonn Gesamtausgabe 80 190 10,055 52.9 14,013 DIE WELT Gesamt Hamburg 71 150 10,060 67.1 13,291 Frankenpost 1010 Gesamt (inkl. Vogtland-Anzeiger) 63 170 12,707 74.7 17,803 Nordsee-Zeitung Gesamtausgabe 62 150 12,852 85.7 16,806 Siegener Zeitung Gesamtausgabe 57 120 5,867 48.9 9,166 Die Glocke 001 Gesamtausgabe 56 140 8,286 59.2 11,189 Mittelbadische Presse Gesamtausgabe 54 100 10,433 104.3 14,084 Offenbach-Post 01 Gesamt 43 150 7,751 51.7 10,845 Eßlinger Zeitung 1 GA (m.Cannst./Untert.Ztg) 42 80 8,769 109.6 12,283 Reutlinger General-Anz. GEA Gesamtausgabe 41 80 6,895 86.2 8,835 Pforzheimer Zeitung PZ Gesamtausgabe 40 90 5,545 61.6 7,178 Neue Presse, Coburg Gesamtausgabe Coburg 26 70 6,542 93.5 9,489 Leipziger Volkszeitung DNN Dresdner Neueste Nachr. 26 40 7,624 190.6 10,830 Die Welt - Berlin 12 40 3,318 83.0 4,300 Source: MA Presse 2009 II, adults 14+

Average CPT (B/W): €54.5

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser € (mill) Aldi 362.1 Media-Saturn-Holding 282.1 Lidl 255.2 Edeka 176.5 Schlecker 96.5 Penny Markt 72.1 Daimler 72.0 Dt.Sparkassen- +Giroverband 65.3 Volkswagen 58.5 C+A 57.3 Source: SevenOne Media (NMR)

121 GERMANY: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly Adult Full page Adult CPT Full page f=fortnightly Circulation readership Colour Colour B/W Title (000s) (000s) € € € General interest Bild am Sonntag (w) 1,738 8,080 74,400 9.2 74,400 Der Spiegel (w) 955 4,020 57,037 14.2 57,037 Stern (w) 901 5,210 56,175 10.8 56,175 Reader's Digest (m) 705 1,230 16,600 13.5 16,600 Focus (w) 594 3,580 47,594 13.3 47,594 Bunte (w) 591 3,240 32,000 9.9 32,000 Superillu (w) 457 2,910 21,800 7.5 21,800 Gala (w) 299 1,750 21,900 12.5 21,900 InTouch (w) 297 590 19,889 33.7 19,889 In - Das Star & Style Magazin (w) 245 510 14,000 27.5 14,000 TV listings rtv (w) 9,037 10,710 99,770 9.3 81,380 Prisma (w) 4,264 6,400 59,159 9.2 45,756 tv14 (f) 2,339 4,010 40,197 10.0 40,197 TV Digital (f) 1,598 2,150 48,600 22.6 48,600 TV Movie (f) 1,501 4,120 54,001 13.1 54,001 Hör Zu (w) 1,400 3,560 46,758 13.1 46,758 Auf einen Blick (w) 1,266 2,320 35,432 15.3 35,432 TVdirekt (f) 1,088 1,190 15,900 13.4 15,900 tv Hören und Sehen (w) 883 2,270 34,519 15.2 34,519 TV Pur (m) 625 590 17,997 30.5 17,997 Funk Uhr (w) 623 1,300 26,675 20.5 26,675 Fernsehwoche (w) 531 1,460 25,790 17.7 25,790 TV klar (w) 302 580 16,839 29.0 16,839 Bildwoche (w) 174 700 7,992 11.4 7,992 TVneu (w) 124 340 9,092 26.7 9,092 Die 2 (w) 95 230 4,040 17.6 4,040 Women's weekly Bild der Frau (w) 974 4,930 43,400 8.8 43,400 Freizeit Revue (w) 868 2,560 17,510 6.8 17,510 Neue Post (w) 602 1,940 15,089 7.8 15,089 Freizeitwoche (w) 499 760 8,445 11.1 8,445 Das Neue Blatt (w) 466 1,370 12,387 9.0 12,387 Freizeit Spass (w) 394 620 6,470 10.4 6,470 Frau im Trend (w) 379 670 16,700 24.9 16,700 Die aktuelle (w) 339 1,450 9,800 6.8 9,800 Lisa (w) 328 1,440 16,400 11.4 16,400 Neue woche (w) 320 300 7,930 26.4 7,930 Frau im Spiegel (w) 274 1,350 12,600 9.3 12,600 Alles für die Frau 249 700 14,882 21.3 14,882 Viel Spaß (w) 242 450 6,470 14.4 6,470 Neue Welt (w) 236 640 7,400 11.6 7,400 Echo Der Frau (w) 233 890 5,710 6.4 5,710 Laura (w) 230 910 14,247 15.7 14,247 Schöne Woche (w) 229 250 3,362 13.4 3,362

122 GERMANY: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT Full page f=fortnightly Circulation readership Colour Colour B/W Title (000s) (000s) € € € Frau aktuell (w) 226 970 5,890 6.1 5,890 Das Goldene Blatt (w) 221 1,480 6,070 4.1 6,070 Das neue (w) 198 370 4,914 13.3 4,914 Frau von Heute (w) 184 650 14,500 22.3 14,500 Die Neue Frau (w) 165 290 4,317 14.9 4,317 Glücks-Revue (w) 159 1,020 5,300 5.2 5,300 Lea (w) 148 540 7,200 13.3 7,200 Avanti (w) 136 270 3,071 11.4 3,071 Woche der Frau (w) 135 260 4,317 16.6 4,317 Mach mal Pause (w) 134 830 4,914 5.9 4,914 Mini (w) 107 440 3,685 8.4 3,685 7 Tage (w) 81 330 2,577 7.8 2,577 Frau mit Herz (w) 81 590 4,418 7.5 4,418 Heim und Welt (w) 61 220 2,577 11.7 2,577 Women's fortnightly Brigitte (f) 646 2,520 50,308 20.0 50,308 Glamour (f) 523 690 27,900 40.4 27,900 Freundin (f) 492 1,650 35,200 21.3 35,200 Für Sie (f) 432 1,400 27,800 19.9 27,800 Women's monthly InStyle (m) 447 720 26,300 36.5 26,300 Joy (m) 390 530 24,200 45.7 24,200 Jolie (m) 377 410 18,000 43.9 18,000 Cosmopolitan (m) 330 740 30,000 40.5 30,000 Petra (m) 260 860 22,500 26.2 22,500 Brigitte Woman (m) 237 640 20,873 32.6 20,873 Elle (m) 216 430 23,959 55.7 23,959 Maxi (m) 210 390 19,620 50.3 19,620 Shape (m) 182 180 16,800 93.3 16,800 Frau im Leben (m) 125 670 8,280 12.4 8,280 Vogue (m) 124 500 26,900 53.8 26,900 Burda Modemagazin (m) 101 650 13,900 21.4 13,900 Madame (m) 92 230 17,120 74.4 15,811 Family Eltern (m) 299 900 30,208 33.6 30,208 Familie & Co (m) 170 330 15,900 48.2 15,900 Eltern family (m) 137 330 14,688 44.5 14,688 Leben & erziehen (m) 121 200 7,900 39.5 7,900 Spielen und lernen (m) 116 260 9,700 37.3 9,700 Youth/music Bravo (w) 479 1,060 40,821 38.5 40,821 Popcorn (m) 178 320 13,110 41.0 13,110 Bravo Girl! (f) 176 480 18,860 39.3 18,860 Mädchen (f) 140 300 13,820 46.1 13,820 Home/gardening Das Haus (m) 1,933 1,690 38,451 22.8 25,239 Mein schöner Garten (m) 366 1,990 22,000 11.1 22,000 Wohnen & Garten (m) 248 580 15,000 25.9 15,000

123 GERMANY: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT Full page f=fortnightly Circulation readership Colour Colour B/W Title (000s) (000s) € € € Schöner Wohnen (m) 195 1,570 29,250 18.6 29,250 Lisa Wohnen & Dekorieren (m) 167 370 10,700 28.9 10,700 Wohnidee (m) 161 550 22,156 40.3 22,156 Living at Home (m) 156 360 17,750 49.3 17,750 Zuhause Wohnen (m) 121 410 20,900 51.0 20,900 Laura wohnen kreativ (m) 106 240 8,061 33.6 8,061 Lisa Blumen & Pflanzen (m) 105 630 7,500 11.9 7,500 Flora Garten (m) 91 540 11,667 21.6 11,667 Gartenspaß (m) 72 340 7,400 21.8 7,400 DIY Selbst ist der Mann (m) 94 710 17,646 24.9 17,646 Selber Machen (m) 85 660 16,900 25.6 16,900 Food Meine Familie & ich (m) 344 860 18,500 21.5 18,500 Kochen & genießen (m) 235 470 14,164 30.1 14,164 ARD Buffet (m) 209 480 10,200 21.3 10,200 Essen & Trinken für jeden Tag (m) 169 560 13,650 24.4 13,650 Essen & Trinken (m) 168 820 20,983 25.6 20,983 Lisa Kochen & Backen (m) 141 770 11,900 15.5 11,900 Lecker (m) 137 290 11,745 40.5 11,745 Tina Koch- & Backideen (m) 120 610 10,118 16.6 10,118 Rezepte pur (m) 107 220 8,349 38.0 8,349 Rezepte mit Pfiff (m) 29 340 5,369 15.8 5,369 Health Vital (m) 217 710 15,500 21.8 15,500 healthy living (m) 137 310 14,450 46.6 14,450 Gesunde Medizin (m) 127 1,360 8,295 6.1 8,295 Lifestyle/erotic/city Neon (m) 226 660 20,200 30.6 20,200 Men's Health (m) 210 530 21,000 39.6 21,000 Prinz (m) 204 350 20,440 58.4 20,440 Playboy (m) 197 840 24,000 28.6 24,000 Fit For Fun (m) 186 960 25,300 26.4 25,300 FHM (m) 113 200 18,900 94.5 18,900 Cinema (m) 85 420 14,100 33.6 14,100 Motoring Auto Bild (w) 586 2,210 38,050 17.2 38,050 Ace Lenkrad (m) 546 650 19,500 30.0 19,500 Auto motor und sport (f) 378 1,310 36,805 28.1 36,805 Auto Test (m) 235 300 14,800 49.3 14,800 Auto Zeitung (f) 194 530 20,885 39.4 20,885 Auto Straßenverkehr (f) 160 410 15,450 37.7 15,450 Motorrad (f) 118 500 16,300 32.6 16,300 Auto Bild Sportscars (m) 57 190 9,800 51.6 9,800 Auto Bild Allrad (m) 53 180 9,800 54.4 9,800 sport auto (m) 47 340 10,200 30.0 10,200 Sports Sport Bild (w) 502 3,400 30,100 8.9 30,100

124 GERMANY: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT Full page f=fortnightly Circulation readership Colour Colour B/W Title (000s) (000s) € € € Kicker-sportmagazin (w) 236 2,520 22,600 9.0 22,600 Bravo Sport (f) 172 460 16,551 36.0 16,551 Pets Ein Herz für Tiere (m) 73 1,310 10,476 8.0 10,476 Education/travel GEO (m) 302 2,270 38,033 16.8 38,033 P.M. Magazin (m) 269 900 22,600 25.1 22,600 Welt der Wunder (m) 266 830 15,014 18.1 15,014 National Geographic Deutschland (m) 174 780 20,400 26.2 20,400 GEO Saison (m) 105 690 16,200 23.5 16,200 Merian (m) 85 570 14,200 24.9 14,200 Computers/communications Computer Bild (f) 655 2,610 24,900 9.5 24,900 Chip (m) 352 920 16,400 17.8 16,400 PC-Welt (m) 306 1,250 16,990 13.6 15,170 Computer Bild Spiele (m) 253 1,360 12,300 9.0 12,300 Audio Video Foto Bild (m) 150 420 12,500 29.8 12,500 Chip-Foto-Video Test & Kauf (m) 62 310 7,500 24.2 7,500 Chip-Foto-Video digital (m) 57 270 10,400 38.5 10,400 Environment Öko-Test-Magazin (m) 170 1,330 10,500 7.9 6,700 Business Guter Rat (m) 276 1,050 14,850 14.1 14,850 Capital (m) 181 700 28,333 40.5 28,333 Wirtschaftswoche (w) 177 590 24,500 41.5 24,500 Focus-Money (w) 145 580 14,950 25.8 14,950 Euro (m) 137 290 16,300 56.2 16,300 Manager magazin (m) 112 470 22,745 48.4 22,745 Supplements Süddeutsche Zeitung Magazin (w) 581 680 15,100 22.2 15,100 Source: MA Presse 2009 II, adults 14+ Average CPT (Colour): €16.9 Top ten magazine product categories (2008) Newspaper expenditure Category € (mill) Auto 239.0 Medicines 238.7 Mail order 120.4 Clothing 112.1 Financial services 101.7 Facecare 100.6 Clocks/watches 80.4 Haircare 67.6 Insurance 65.9 Computers & accessories 65.3 Source: SevenOne Media (NMR)

125 GERMANY: RADIO

RADIO

Number of radio households: 37,110,000 Source: MA 2009 Radio II

Number of commercial radio stations: 363 Source: MA 2009 Radio II

Average daily listening minutes per adult: 177 Source: MA 2009 Radio II (adults 0500 to 1200)

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (€) (000s) (€) National AS&S Radio Deutschland-Kombi general 0800-0900 23,050 14,731 1.6 RMS SUPER KOMBI general 0700-0800 32,730 11,008 3.0 AS&S Radio Deutschland-Kombi 40+ general 0800-0900 16,775 8,810 1.9 AS&S Radio Deutschland-Kombi Kompakt general 0700-0800 22,520 8,618 2.6 AS&S Radio Nachrichten-Kombi general 0700-0800 26,430 8,530 3.1 AS&S Radio Deutschland-Kombi Y&O general 0700-0800 7,905 2,336 3.4 RMS Young Stars general 0700-0800 2,720 825 3.3 RTL Radio general 0900-1000 423 229 1.9 Klassik Radio general 0800-0900 1,020 201 5.1 Energy Ciry Kombi general 0700-0800 745 189 3.9 sunshine live general 1600-1700 355 91 3.9 JAM FM general 0600-0700 184 36 5.1 Main regional Schleswig-Holstein MACH 3 Kombi Schleswig-Holstein/Hamburg general 0700-0800 1,584 419 3.8 R.SH Radio Schleswig-Holstein general 0700-0800 1,420 302 4.7 Hamburg Hamburg-Kombi general 0700-0800 1,145 288 4.0 Radio Hamburg general 0800-0900 998 226 4.4 Ballungsraum Hamburg-Kombi general 0700-0800 398 117 3.4 Das NEUE alster radio - 106!8 rock'n pop general 0700-0800 258 84 3.1 Energy Hamburg general 0800-0900 115 39 3.0 Niedersachsen radio ffn general 0700-0800 2,195 564 3.9 Hit-Radio Antenne general 0700-0800 1,330 562 2.4 RADIO 21 general 0900-1000 200 74 2.7 Bremen Bremen Total general 0900-1000 545 282 1.9 Bremen Eins general 0900-1000 265 173 1.5 Bremen Vier general 0700-0800 564 120 4.7 ENERGY Bremen general 0600-0700 205 38 5.5 Nordrhein-Westfalen WDR Kompakt Kombi general 0800-0900 7,410 3,095 2.4 WDR Mega Kombi general 0800-0900 4,870 2,358 2.1

126 GERMANY: RADIO

Costs/audiences cont. Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (€) (000s) (€) WDR Euro Premium Kombi general 0700-0800 6,365 2,212 2.9 radio NRW general 0700-0800 5,325 1,885 2.8 WDR 4 general 0800-0900 2,935 1,257 2.3 WDR 2 general 0700-0800 2,560 1,126 2.3 1LIVE general 0700-0800 3,790 997 3.8 Lokalfunk Kombi Westfalen general 0700-0800 1,680 544 3.1 Westfunk Kombi Ruhr plus general 0700-0800 1,877 407 4.6 Funk-Kombi West general 0800-0900 1,800 392 4.6 Funk-Kombi Owl Plus general 0700-0800 1,154 320 3.6 Westfunk Kombi Ruhr general 0800-0900 1,395 310 4.5 Rheinland Kombi Köln general 0900-1000 1,085 297 3.7 Hessen Hessenkombi hr1 + hr3 + hr4 general 0800-0900 2,140 1,035 2.1 Kombi hr3 + hr4 general 0800-0900 1,870 857 2.2 FFH Radio Kombi Hessen general 0700-0800 2,970 758 3.9 hr-kombi 14-49 general 0700-0800 1,663 664 2.5 Kombi hr1 + hr4 general 0800-0900 1,120 632 1.8 Kombi hr1 + hr3 general 0700-0800 1,500 613 2.5 Kombi hr3 + YOU FM general 0700-0800 1,408 488 2.9 hr4 general 0800-0900 855 454 1.9 hr3 general 0700-0800 1,313 437 3.0 Kombi hr1 + hr-info general 0700-0800 400 233 1.7 hr1 general 0800-0900 350 178 2.0 planet radio general 0600-0700 338 102 3.3 Radio BOB! general 0700-0800 83 61 1.4 hr-info general 0700-0800 125 57 2.2 You FM general 0600-0700 213 56 3.8 harmony.fm general 1500-1600 100 32 3.0 Main FM general 0700-0800 78 16 4.8 Saarland WFS-Kombi general 0700-0800 780 275 2.8 SR-Kombi general 0700-0800 460 191 2.4 SR 1 Europawelle general 0700-0800 260 103 2.5 Radio Salü general 0700-0800 340 101 3.4 SR 3 Saarlandwelle general 0700-0800 265 96 2.8 Rheinland-Pfalz Rheinland-Pfalz/Saarland-Kombi general 0700-0800 2,350 686 3.4 RPR Kombi general 0700-0800 2,010 584 3.4 SWR1/4 Kombi Rheinland-Pfalz general 0800-0900 1,050 562 1.9 RPR 1. general 0700-0800 1,325 374 3.5 SWR4 Rheinland-Pfalz general 0800-0900 750 354 2.1 SWR1 Rheinland-Pfalz general 0700-0800 375 244 1.5 bigFM Hot Music Radio general 0600-0700 570 216 2.6 Rockland City Kombi general 0800-0900 455 94 4.8 Rockland Radio general 0600-0700 185 57 3.3 Baden-Württemberg Radio-Kombi Baden-Württemberg general 0700-0800 4,155 1,301 3.2 SWR1/4 Kombi Baden-Württemberg general 0800-0900 1,965 1,281 1.5

127 GERMANY: RADIO

Costs/audiences cont. Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (€) (000s) (€) Radio-Kombi Baden-Württemberg PREMIUM general 0600-0700 2,625 920 2.9 SWR4 Baden-Württemberg general 0800-0900 1,140 802 1.4 SWR1 Baden-Württemberg general 0800-0900 1,020 480 2.1 Radio-Kombi Baden-Württemberg KOMPAKT general 0700-0800 1,225 400 3.1 Regenbogen Kombi general 0600-0700 1,414 381 3.7 Hit-Radio Antenne 1 general 0600-0700 840 347 2.4 Radio Regenbogen general 0600-0700 955 242 4.0 Radio 7 general 0700-0800 870 240 3.6 bigFM Der neue Beat general 0600-0700 525 139 3.8 Bayern RADIO KOMBI BAYERN general 0700-0800 7,690 2,371 3.2 Bayern 1 general 0800-0900 2,475 1,482 1.7 Antenne Bayern general 0700-0800 4,515 1,459 3.1 Bayern-Funkpaket general 0700-0800 3,175 911 3.5 Bayern 3 general 0700-0800 2,065 878 2.4 Top-City-Funkpaket general 0700-0800 1,530 570 2.7 Südbayern-Funkpaket general 0700-0800 1,650 549 3.0 Nordbayern Funkpaket general 0800-0900 1,710 397 4.3 Hot-Funkpaket general 0700-0800 1,020 377 2.7 Easy-Funkpaket general 0800-0900 600 206 2.9 B5 Aktuell general 0700-0800 414 156 2.7 Bayern 2 general 0700-0800 300 116 2.6 Energy City Kombi Bayern general 0700-0800 335 92 3.6 Rock Antenne general 0900-1000 195 86 2.3 BR-Klassik general 0800-0900 169 85 2.0 Radio Arabella general 0700-0800 288 75 3.8 Radio Gong 96,3 (München) general 0600-0700 298 72 4.2 Radio Galaxy general 0700-0800 185 63 3.0 Berlin/Brandenburg AS&S Radio Berlin/Brandenburg-Kombi general 0800-0900 2,695 1,087 2.5 RMS BERLIN KOMBI general 0700-0800 2,180 676 3.2 AS&S Radio Berlin-Kombi 14-49 general 0700-0800 2,255 595 3.8 AS&S Radio Berlin-Kombi 14-39 general 0700-0800 1,995 506 3.9 RMS BERLIN TOP KOMBI general 0700-0800 1,425 394 3.6 Antenne Brandenburg general 0800-0900 855 370 2.3 Hit Kombi Berlin plus general 0700-0800 1,400 358 3.9 Hit Kombi Berlin general 0700-0800 1,220 343 3.6 rbb radiokombi general 0700-0800 1,105 322 3.4 BB RADIO general 0800-0900 655 249 2.6 104.6 RTL general 0700-0800 765 190 4.0 radio BERLIN 88.8 general 0800-0900 405 166 2.4 Berliner Rundfunk 91!4 general 0700-0800 560 156 3.6 radioeins general 0700-0800 495 147 3.4 94,3 rs2 general 0700-0800 590 136 4.4 City Kombi Berlin general 0800-0900 445 114 3.9 Inforadio general 0800-0900 413 96 4.3 Fritz general 0800-0900 310 96 3.2 105'5 Spreeradio general 0800-0900 343 76 4.5

128 GERMANY: RADIO

Costs/audiences cont. Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (€) (000s) (€) Energy Berlin general 0700-0800 390 64 6.1 Star FM 87.9 general 0700-0800 230 54 4.2 Mecklenburg-Vorpommern Ostseewelle Mecklenburg-Vorpommern general 0600-0700 560 215 2.6 Antenne Mecklenburg-Vorpommern general 0700-0800 545 138 4.0 Sachsen-Anhalt Radiokombi Sachsen-Anhalt general 0600-0700 1,063 354 3.0 Radio SAW general 0900-1000 880 342 2.6 Sachsen-Anhalt Hit-Kombi general 0600-0700 568 297 1.9 MDR 1 Radio Sachsen-Anhalt general 0900-1000 445 291 1.5 89.0 Rtl general 0700-0800 365 161 2.3 Radio Brocken general 1000-1100 285 142 2.0 Sachsen MDR 1 Radio Sachsen general 0900-1000 970 619 1.6 Radiokombi Sachsen general 0700-0800 1,760 547 3.2 Sachsen-Hit-Kombi general 0800-0900 760 318 2.4 Radio PSR general 0700-0800 1,050 294 3.6 Sachsen-Funkpaket general 0800-0900 405 207 2.0 R.Sa general 0700-0800 485 180 2.7 Hitradio Rtl Sachsen general 0700-0800 420 112 3.7 Energy Sachsen general 0700-0800 410 73 5.6 Thüringen Radiokombi Thüringen general 0600-0700 650 303 2.1 Antenne Thüringen general 0600-0700 620 275 2.3 MDR 1 Radio Thüringen general 0700-0800 623 255 2.5 LandesWelle Thüringen general 0900-1000 315 136 2.3 Source: MA 2009 Radio II (D+EU 10+)

Average CPT (all commercial stations): €1.7 Source: RMS

129 GERMANY: RADIO

Top ten radio advertisers (2008) Radio expenditure Advertiser € (000s) Media-Saturn Holding 38,425 Opel 27,645 McDonald's 24,590 Carglass 24,524 Toto-Lotto 20,974 Ford Werke 17,923 Volkswagen 17,410 Praktiker 15,541 Daimler 13,129 Real SB Warenhaus 13,014 Source: RMS (NMR)

Top ten radio product categories (2008) Radio expenditure Category € (000s) Trade organisations 125,166 Automobiles 86,048 Furniture/furnishings 86,025 Automobiles range 82,870 Radio advertising 60,545 Building materials 47,710 Car accessories 38,416 Beer 37,676 Category advertising 35,596 Other media/publishers 35,165 Source: RMS (NMR)

Top radio sales houses (2008) Radio revenue Sales house € (000s) Radio Marketing Services 852,462 ARD Sales & Services 448,018 Source: RMS (NMR)

130 GERMANY: OUTDOOR

OUTDOOR Number of outdoor sites: 344,690

Type, size and cost of sites (2007) Number of Cost per panel Type/size of display sites per month (€) CLB 14,335 1,292.1 Superposter 1,064 1,098.0 Pillar/GS 16,511 474.6 Billboard/GS 168,202 340.8 CLP 101,000 304.2 Poster/AA 43,578 20.4 Source: it works Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (000s) Category € (mill) Media-Saturn Holding 28,454 Trade organisations 57.4 Volkswagen 15,727 Beer 46.5 Kaufhof 13,992 Non-alcoholic beverages 39.7 Axel Springer 13,062 Automobiles 38.3 C & A 12,044 Clothing 33.8 O2 11,716 Mobile telecommunications 33.3 Audi 9,545 Tourism 25.0 Hennes & Mauritz 9,444 Online services 24.9 VOX 8,724 Financial services 24.9 Vodafone 8,390 Insurance 20.4 Source: Fachverband Außenwerbung (NMR) Source: SevenOne Media (NMR)

131 GERMANY: CINEMA

CINEMA

Number of cinema screens: 4,828 Source: Werbeweischer

Top ten cinema advertisers (2008) Cinema expenditure Advertiser € (mill) Zukunft Kino Marketing 5.8 E.ON Energie 2.2 Dt.Sparkassen- & Giroverban 2.1 Axel Springer 2.1 Unilever 1.9 Krombacher 1.9 Coca-Cola 1.6 Heinrich Bauer Verlag 1.5 Nestlé Schöller 1.2 Klarmobil 1.1 Source: SevenOne Media (NMR)

Top ten cinema product categories (2008) Cinema expenditure Category € (000s) Non-alcoholic beverages 4,025.3 Beer 3,683.0 Energy companies/branding 3,526.9 Public bodies 3,344.6 Games/consoles 2,897.6 Ice cream 2,768.9 Automobiles 2,757.9 Financial services 2,705.6 Insurance 2,372.7 Mobile telecommunications 2,322.8 Source: Werbeweischer

Top cinema owners (2008) share of visitors Owner % CineStar-Gruppe 15.4 CinemaxX-Gruppe 11.7 UCI 6.5 Kinopolis/Theile 5.3 K-motion-Gruppe 1.2 Riech-Gruppe 1.5 Source: Werbeweischer

132 GERMANY: INTERNET

INTERNET

Internet users: 54.2 million (65.9%) Source: Internet World Stats Top ten internet sites (2008) Unique visitors Site per month (mill) T-Online 14.39 WEB.DE 12.80 Yahoo! Deutschland 11.13 MSN.de 10.75 GMX 8.70 MyVideo 7.35 RTL.de 6.62 studiVZ 5.41 SPIEGEL ONLINE 5.26 CHIP Online 5.26 Source: OVK Online Report

Top ten internet advertisers (2008) Internet expenditure Advertiser € (mill) T-Home 49.5 Esprit 36.0 Friendscout24 35.0 Creditplus Bank 29.3 Planet49 24.8 McDonald's 21.7 Vodafone 17.7 Ebay 17.4 Renault 17.4 Procter & Gamble 17.3 Source: SevenOne Media (NMR)

Top ten internet sales houses (2008) Internet reach Sales house (%) InteractiveMedia CCSP 49.1 United Internet Media 46.8 SevenOne Media 45.5 Tomorrow Focus 38.5 AOL Media Netzwerk 36.9 Ströer Interactive 34.0 Microsoft Advertising 33.0 IP Deutschland 32.2 iq media marketing 32.0 AdLINK Media Germany 30.9 Source: AGOF e.V., Internet Facts 2007-IV

133 GERMANY: OVERALL

OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (mill) Category € (mill) Media-Saturn-Holding 480.2 Trade organisations 2,009.6 Procter & Gamble 385.5 Automobile 1,397.9 Albrecht 362.4 Newspapers 1,276.0 Ferrero 343.4 Consumer magazines 925.1 L'Oréal 286.9 Other media/publishers 649.4 Lidl 284.9 Pharmaceuticals 634.0 Axel Springer 245.5 Chocolate/confectionery 610.1 Unilever 230.9 Financial services 601.4 Volkswagen 201.3 Mobile telecommunications 586.9 Edeka Zentrale 193.8 Beer 395.1 Source: Horizont.net (NMR) Source: Horizont.net (NMR) Top ten sales houses (2008) Media Revenue Sales house € (mill) Bertelsmann 16,118 ARD 6,131 ProSiebenSat.1 3,054 Axel Springer 2,720 Georg von Holtzbrinck 2,500 Hubert Burda 2,297 ZDF 1,993 Verlagsgruppe Weltbild 1,940 Bauer Media Group 1,790 WAZ Mediengruppe 1,741 Source: mediadb.eu, Institute of Media & Communication Policy

134 IRELAND: ECONOMIC DATA

IRELAND ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.68 € at 2008 rate

Gross Domestic Product (€ billion) at current prices 117.0 130.2 139.4 149.0 162.2 177.3 190.6 192.4 % change 11.8 11.3 7.1 6.8 8.9 9.3 7.5 1.0 at 2008 prices 150.5 160.0 165.6 173.1 184.0 193.5 198.4 192.4 % change 6.7 6.3 3.5 4.5 6.3 5.2 2.5 -3.0

Gross Domestic Product per capita (€ 000s) at current prices 30.3 33.0 34.7 36.3 38.7 41.5 43.7 43.3 at 2008 prices 39.0 40.6 41.2 42.2 43.9 45.3 45.5 43.3

Gross Domestic Product (US$ billion) at current prices 171.3 190.6 204.2 218.1 237.4 259.6 279.1 281.8 at 2008 prices 220.4 234.2 242.5 253.4 269.4 283.3 290.5 281.8

Gross Domestic Product per capita (US$ 000s) at current prices 44.4 48.4 50.8 53.2 56.7 60.8 64.0 63.5 at 2008 prices 57.1 59.4 60.3 61.8 64.3 66.3 66.6 63.5

Population Millions 3.9 3.9 4.0 4.1 4.2 4.3 4.4 4.4

Consumer Price Index 2008=100 77.7 81.4 84.2 86.1 88.1 91.6 96.1 100.0 % change 4.9 4.7 3.5 2.2 2.4 4.0 4.9 4.1

Ad.spend as a % of GDP 0.75 0.79 0.83 0.94 0.90 0.95 0.97 0.97

Advertising Expenditure Growth (%) at current prices 12.5 18.3 12.2 20.1 5.2 14.9 10.0 0.4 at 2008 prices 7.3 13.0 8.4 17.5 2.7 10.6 4.9 -3.5 Source: IFS, ZenithOptimedia

135 IRELAND: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE Advertising expenditure in € (mill) at current prices News- Maga- (mill) Total papers zines TV Radio Cinema Outdoor Internet 1998 501 247 17 149 44 5 39 - 1999 569 274 20 173 49 5 48 - 2000 778 431 15 200 55 6 70 2 2001 875 495 17 197 70 7 86 3 2002 1,035 628 24 207 65 9 98 4 2003 1,161 729 34 195 87 9 101 6 2004 1,394 895 32 251 91 10 106 9 2005 1,466 903 40 287 106 9 117 4 2006 1,685 1,038 40 326 124 10 134 13 2007 1,853 1,082 41 374 140 11 183 22 2008 1,861 1,079 41 363 148 10 196 24 Advertising expenditure in € (mill) at constant 2008 prices News- Maga- (mill) Total papers zines TV Radio Cinema Outdoor Internet 1998 725 358 25 216 63 7 56 - 1999 811 391 28 246 69 7 69 - 2000 1,049 581 20 269 74 8 94 2 2001 1,126 637 22 253 90 9 111 4 2002 1,272 772 29 254 80 11 120 5 2003 1,379 866 40 232 103 11 120 7 2004 1,620 1,040 37 292 106 12 123 10 2005 1,663 1,025 45 326 120 10 133 5 2006 1,839 1,133 44 356 135 11 146 14 2007 1,929 1,126 43 389 146 11 190 23 2008 1,861 1,079 41 363 148 10 196 24 Source: ASI, IAPI scope, BASE Notes: 1. Excludes production costs 2. Includes agency commission of 15% 3) Includes classified display advertising, but not linage 4. Before discounts 5. TV includes satellite from 2006 6. Newspaper data from 2003 includes UK titles in Ireland 7. Radio data includes independent local radio from 2003 8. Internet includes display only 9. Internet figures are NetBehaviour estimates

136 IRELAND: ADVERTISING EXPENDITURE

Main advertising restrictions Tobacco: Banned. Alcohol: All advertising to be pre-vetted by Central Copy Clearance Ireland Ltd. Restriction of placement and exposure of alcohol advertising across all media. Pharmaceutical: Only over-the-counter medicines may be advertised. Claims pertaining to products should be backed up by substantiation. Any scientific info should be presented in an accurate manner. Adverts may not include representations of individuals which give the impression of professional advice or recommendations unless such persons are suitably qualified. Children's: On TV, restricted to programmes where less than 50% of audience consists of children. Advertisements for snack foods should not portray them as a substitute for meals. Political: Permitted in the press, digital, and out-of-home.

137 IRELAND: POPULATION

POPULATION

Land area (km²) 68,890 Capital city Dublin Language English, Gaelic Currency Euro (€) Source: CIA Factbook 2008

Adult population by age Male Female Total (000s) (000s) (000s) 16-24 597 297 894 25-34 787 394 1,181 35-44 660 333 993 45-54 554 278 832 55-64 441 222 663 65+ 493 220 713 Total 3,532 1,744 5,276 Source: TGI 2009, CSO

Adult status Male Female Total (000s) (000s) (000s) AB 477 252 729 C1 980 432 1,412 C2 848 465 1,313 D 536 258 794 E 409 175 584 F 282 162 444 Total 3,532 1,744 5,276 Source: TGI 2009, CSO

Definition of adult status: AB = upper/middle class C1 = lower middle class C2 = skilled manual workers D = semi and unskilled manual workers E = subsistance/inactive F = farmers

138 IRELAND: TELEVISION

TELEVISION

Number of households: 1,621,000

Number of television households: 1,580,000 (97.5%)

Television homes with: Colour 100.0% VCR 59.0% DVD 80.0% PVR/DVR 12.0% Multiset 53.0% Cable (pass) 18.0% Cable (connection) - total 39.0% Digital cable (connection) 18.0% Satellite dish (DTH) - total 38.0% Digital satellite dish 35.0% Source: Nielsen, AN Post, ZenithOptimedia

TV licence cost (per year): €160

Average minutes viewed per day per adult: 199

Average pay-TV subscription cost Average monthly subscription € Cable (digital) 27.0 DTH (digital) 26.5 Source: Sky Ireland, Upc Ireland

139 IRELAND: TELEVISION Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial BBC1 - 24 - BBC2 - 24 - Commercial RTÉ 1 99.2 24 965 RTÉ 2 99.0 24 728 TV3 97.8 24 1,400 TG4 97.4 24 1,022 MTV 70.9 24 1,512 Sky One 66.9 24 1,568 E4 65.2 24 1,512 Paramount Comedy 64.9 24 1,323 Living 64.4 24 1,250 Sky News 63.8 24 1,198 Channel 6 62.1 24 1,260 Nickelodeon 61.6 24 1,071 Sky Sports 1 57.7 24 861 Sky Sports 2 57.2 24 1,120 Sky Sports 3 57.2 24 1,120 Setanta Ireland 55.9 24 1,120 Nick Jr 38.8 24 1,071 Source: Nielsen

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € RTÉ 1 1800-2330 4,200 336 12.5 RTÉ 2 1800-2330 - 173 - TV3 1800-2330 455 56 8.1 TG4 1800-2330 126 20 6.3 MTV 1800-2330 61 12 5.0 Sky One 1800-2330 177 32 5.6 E4 1800-2330 96 19 5.0 Paramount Comedy 1800-2330 88 18 5.0 Living 1800-2330 92 21 4.4 Sky News 1800-2330 54 10 5.6 Channel 6 1800-2330 53 11 5.0 Nickelodeon 1800-2330 31 6 5.0 Sky Sports 1 1800-2330 49 9 5.6 Sky Sports 2 1800-2330 30 5 5.6 Sky Sports News 1800-2330 15 3 5.6 Setanta Ireland 1800-2330 30 7 4.4 Nick Jr 1800-2330 14 3 5.0 Source: ZenithOptimedia Average CPT (all commercial channels): €9.8

140 IRELAND: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults € (000s) Non-commercial BBC1 5.4 5.6 - BBC2 3.1 3.2 - Other 19.2 17.8 - Commercial RTÉ1 25.1 26.8 218,082 RTÉ 2 11.5 10.7 - TV3 11.4 11.9 89,785 Sky One 2.5 2.2 10,359 TG4 2.5 2.6 8,598 Sky News 1.2 1.3 5,567 E4 1.3 1.3 5,488 LVTV 1.4 1.5 5,234 Paramount 1.0 1.0 3,684 MTV 1.0 0.9 3,190 Sky Sports 1 1.1 1.1 3,059 Channel 6 0.8 0.8 2,559 Nickelodeon 1.0 0.6 2,038 Setanta 1.0 0.8 1,626 Sky Sports 2 0.6 0.5 1,626 Nickelodeon Jnr 0.6 0.4 1,110 Sky Sports News 0.1 0.2 718 Paramount Comedy + 1 0.1 0.1 483 UTV 4.4 4.5 - Channel 4 3.7 3.9 - Source: Nielsen, IAPI Top ten television programmes (2008) Adult Programme Channel TVR The Late Late Toy Show RTÉ 1 26.8 Eurosong 2008 RTÉ1 21.6 The Late Late Show - Boyzone Special RTÉ1 20.6 The Late Late Show - Live from Wexford Opera House RTÉ1 18.6 The Rose of Tralee RTÉ1 18.1 The Late Late Show RTÉ1 17.7 Eastenders RTÉ1 17.6 Nine O'Clock News RTÉ1 17.0 You're A Star RTÉ1 16.4 Whistleblower RTÉ1 16.3 Source: Nielsen

141 IRELAND: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (000s) Category € (000s) Procter & Gamble 15,655 Alcoholic beverages 18,849 Reckitt Benckiser 11,285 Mobile service providers 14,786 Diageo 9,986 Auto 13,632 Lever Faberge 7,686 Confectionery 11,730 Mars 6,581 Movie distributors 10,196 Kelloggs 6,548 Clothes laundering 9,013 L'Oréal 5,899 Cereals 8,833 Danone 5,359 Supermarkets 8,674 Vodafone 5,308 Carbonated soft drinks 7,431 Unilever Bestfoods 4,855 Fast food 6,534 Source: IAPI Source: IAPI

Top television Top television owners (2008) sales houses (2008) TV revenue TV revenue Owner € (000s) Sales house € (000s) RTÉ 218,082 RTÉ 218,082 Doughty Hanson 89,785 Threesales 97,579 Sky Media 21,329 Sky Media 21,329 Viacom 10,504 Viacom 10,504 TG4 8,598 TG4 8,598 E4 5,488 Medialink 5,488 Virgin Media 5,234 Source: IAPI Setanta 1,626 Source: IAPI

142 IRELAND: NEWSPAPERS

NEWSPAPERS

Newspapers N=National w=weekly Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) € € € Sunday World (w, N) 278 883 17,500 19.8 26,700 Sunday Independent (w, N) 272 1,003 34,115 34.0 42,170 Irish Independent 152 555 29,425 53.0 36,955 Irish News of the World 134 529 11,865 22.4 16,380 Sunday Times 117 371 19,950 53.8 26,900 Irish Times 114 364 25,900 71.2 32,390 Irish Mail on Sunday (w, N) 114 295 9,884 33.5 13,179 The Irish Sun 97 311 9,563 30.7 12,715 Irish Daily Star 96 462 17,690 38.3 20,330 Evening Herald 71 321 10,430 32.5 12,365 Sunday Tribune (w, N) 66 172 19,600 114.0 26,200 Irish Daily Mirror 64 204 6,664 32.7 8,925 Sunday Business Post (w, N) 58 162 13,605 84.0 18,625 Irish Daily Star Sunday (w, N) 54 232 10,549 45.5 12,275 Irish Daily Mail 52 146 6,600 45.2 10,000 The Examiner 50 210 17,400 82.9 20,880 Irish Sunday Mirror 40 137 4,286 31.3 5,781 The People 24 - 4,286 - 5,781 Source: ZenithOptimedia

Average CPT (B/W): €41.7

143 IRELAND: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (000s) Category € (000s) Tesco 17,382 Classified ads 281,811 Supervalu 13,827 Retail 167,914 Xtra-Vision 9,197 Auto 56,846 Dunnes Stores 9,063 Tourism & transport 49,128 Dell Computers 8,372 Finance 41,497 Vodafone 8,184 Recruitment 40,948 Bargaintown 6,958 Media 33,760 Lidl 6,469 Telecoms 33,429 Independent News & Media 6,172 Entertainment 26,822 Currys 5,146 Construction/property 19,920 Source: IAPI Source: IAPI

Top newspaper Top newspaper owners (2008) sales houses (2008) Newspaper revenue Newspaper revenue Owner € (000s) Sales house € (000s) Independent News & Media 432,122 Independent News & Media 321,372 News International 111,600 News International 111,600 Irish Times Trust 111,194 Irish Times Trust 111,194 Thomas Crosbie 109,418 Thomas Crosbie 109,418 Johnson Press 49,934 Mediaforce 70,701 Associated Newspapers 32,696 Sunday World 56,565 Trinity Mirror 30,690 Associated Newspapers 32,696 Source: IAPI Trinity Mirror 30,690 Irish Daily Star 12,147 Source: IAPI

144 IRELAND: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT bm=bimonthly q=quarterly Circulation readership Colour Colour Title (000s) (000s) € € Sky Magazine (m) 519 596 10,000 16.8 RTE Guide (w) 95 486 6,420 13.2 Buy & Sell (w) 72 - 2,412 - Irish Farmers Journal (w) 70 300 16,200 54.0 Cara (bm) 35 - 4,995 - VIP (m) 31 226 4,300 19.0 U (f) 31 101 3,520 34.9 TV Now (w) 30 177 3,650 20.6 Image (m) 28 205 3,600 17.6 Irish Tatler (m) 27 77 3,060 39.7 Womans Way (w) 23 205 3,600 17.6 Kiss (m) 23 - 3,400 - You & Your Money (m) 22 - 3,675 - Hot Press (f) 19 81 4,500 55.6 The Phoenix (f) 18 121 4,300 35.5 Business & Finance (f) 16 46 3,945 85.8 Business Plus (m) 12 - 3,240 - Prudence (bm) 10 - 2,800 - Business Ireland (q) 3 - 3,675 - Source: TGI 2009, ABC, JNRS

Average CPT (Colour): €25.6

145 IRELAND: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (000s) Category € (000s) Procter & Gamble 1,363.5 Health & personal hygiene 6,145.9 L'Oréal 830.4 Retail 4,689.4 Irish Distillers 511.7 Media 3,774.0 Lancome 446.7 Food 2,780.0 RTÉ 442.4 Tourism & transport 2,194.0 Unilever Bestfoods 418.7 Alcoholic beverages 2,150.4 Mars 373.5 Household equipment 2,082.7 Chanel 373.4 Classified ads 1,621.2 Harmonia 339.6 Finance 1,587.7 Barry Fitzwilliam Maxximum 311.1 Entertainment 1,572.7 Source: IAPI Source: IAPI

Top ten magazine Top magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner € (000s) Sales house € (000s) Harmonina 9,982.0 Harmonina 9,982.0 RTÉ Guide 4,753.5 RTÉ Guide 4,753.5 Business & Finance 3,135.3 Business & Finance 3,135.3 Hot Press 3,006.3 Hot Press 3,006.3 VIP 1,912.3 VIP 1,912.3 Phoenix 1,750.4 Source: IAPI TV Now 1,710.9 Business Plus 1,692.2 Gloss 1,420.4 Dubliner 1,361.7 Source: IAPI

146 IRELAND: RADIO

RADIO

Number of radio households: 1,550,000 (95.6%) Source: TGI

Number of commercial radio stations: 29 Source: BCI

Average daily listening minutes per adult: 252 Source: JNLR

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time € (000s) € National RTÉ Radio 1 talk/music 0700-1900 1,139 222 5.1 2FM chart music/talk 0700-1900 507 106 4.8 TodayFM chart music/talk 0700-1900 611 102 6.0 Newstalk talk 0700-1900 234 36 6.5 Lyric FM classical 0700-1900 107 16 6.7 Main regional 4FM MOR music 0600-1900 165 - - FM104 chart music 0700-1900 195 30 6.5 Dublins 98 MOR music/talk 0700-1900 178 27 6.6 Spin1038 chart music 0700-1900 90 19 4.8 Cork 96&103FM MOR music/talk 0630-1900 244 55 4.4 Limerick 95 MOR music/talk 0630-1900 85 43 2.0 Galway Bay MOR music/talk 0630-1900 76 62 1.2 RedFM chart music 0700-1900 100 14 7.1 Q102 MOR music/talk 0700-1900 124 18 7.1 Source: JNLR

Average CPT (all commercial stations): €4.9

147 IRELAND: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser € (000s) Category € (000s) Eircom 4,871.9 Retail 28,656 AIB Bank 1,902.5 Finance 19,907 Tesco 1,818.5 Auto 13,947 Dunnes Stores 1,781.8 Telecoms 13,834 National Lottery 1,709.1 Media 9,117 Harvey Norman 1,632.4 Tourism & transport 7,972 Xtra-Vision 1,617.8 Food 6,722 Hutchinson 3g 1,526.4 Entertainment 5,437 Call 11890 1,516.5 Health & personal hygiene 4,122 Right Price Tiles 1,408.9 Commerce 3,379 Source: IAPI Source: IAPI

Top radio Top radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner € (000s) Sales house € (000s) RTÉ 48,582 RTÉ 48,582 Communicorp 35,734 Communicorp 35,734 UTV 33,399 UTV 33,399 Source: IAPI IRS 30,399 Source: IAPI

148 IRELAND: OUTDOOR

OUTDOOR

Number of outdoor sites: 31,584

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month € Europanel 106 464 48 sheets 2,696 798 96 sheets 266 1,596 Golden square 29 4,215 6 sheet - citylight 4,209 278 6 sheet - rail 911 270 6 sheet - shopping centres 2,504 270 6 sheet - high street 1,809 270 T-shapes 986 551 Supersides 1,126 214 Luas columns 140 575 Luas straplines 888 55 Luas portrait 298 75 Commutercards 15,460 22 Metropole 301 1,250 Metropanel 153 425 Source: IAPI

149 IRELAND: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (000s) Category € (000s) Vodafone 8,853.6 Telecoms 31,289 Coca-Cola 7,903.7 Alcoholic beverages 26,358 Heineken 6,820.2 Food 18,791 Diageo 6,023.0 Non-alcoholic beverages 17,564 Eircom 4,574.1 Entertainment 15,622 Hutchinson 3g 4,368.6 Finance 12,724 Meteor Mobile Com. 4,235.8 Media 10,314 O2 4,048.2 Retail 9,999 Bulmers 4,012.3 Tourism & transport 8,774 Bank Of Ireland 3,856.1 Health & personal hygiene 7,215 Source: IAPI Source: IAPI

Top outdoor contractors (2008) Outdoor revenue Contractor € (000s) Titan 108,303 Clear Channel 39,383 JC Deceaux 22,448 CBS 20,085 Others 5,907 Source: IAPI

150 IRELAND: CINEMA

CINEMA

Number of cinema screens: 434 Source: Carlton Screen

Average cost of a 60 sec. spot per screen per week: €239 Source: Carlton Screen

Average CPT: €55.7

Number of screens used in typical national campaign: 178 Source: Carlton Screen

Trend in admissions Admissions Gross takings (mill) € 2002 17.3 84.5 2003 17.4 99.8 2004 17.2 101.2 2005 16.4 102.3 2006 17.8 114.8 Source: Carlton Screen, IAPI

Cinema audience profile Age % 16-24 46.0 25-34 28.0 35-49 14.0 50+ 12.0 Sex % Male 50.0 Female 50.0 Class % AB 15.6 C1 30.2 C2 24.7 D 15.0 E 8.5 F 6.0 Source: Carlton Screen, IAPI

151 IRELAND: CINEMA

Top ten films (2008) Gross takings Film € (000s) Mamma Mia! 6,311 The Dark Knight 5,301 Quantum of Solace 4,147 Sex and the City 4,142 Indiana Jones and the Kingdom of the Crystal Skull 3,644 Kung Fu Panda 3,099 In Bruges 3,036 Hancock 2,895 High School Musical 3: Senior Year 2,709 Wall-E 2,250 Source: Nielsen EDI

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser € (000s) Category € (000s) O2 1,394.2 Telecoms 1,887.4 Coca-Cola 738.8 Non-alcoholic beverages 1,342.3 McDonald's 578.2 Food 1,155.3 Cadbury's 360.4 Alcoholic beverages 834.4 Vodafone 357.3 Auto 738.2 Ben & Jerry's 240.7 Entertainment 703.5 Lever Faberge 227.5 Health & personal hygiene 545.3 RTÉ 211.5 Finance 457.0 Bulmers 204.0 Leisure/sports equipment 405.4 Beamish & Crawford 201.2 Tourism & transport 280.8 Source: IAPI Source: IAPI Top cinema Top cinema owners (2008) sales houses (2008) Number of Cinema revenue Owner cinemas Sales house € (000s) Independents 32 Carlton Screen Advertising 8,616.6 Ward Anderson 23 Pearl & Dean 1,641.3 UCI 8 Source: IAPI Movies @ 3 Ster Century 1 Cineworld 1 Source: IAPI

152 IRELAND: INTERNET

INTERNET

Homes with internet connection: 875,340 (54.0%) Adult internet users: 3,482,160 (66.0%) Adult internet users with home broadband: 47% Typical monthly cost of internet access: €12.1 Average minutes spent online Per day Adults At home 98 At work 116 Total 214 Source: JNIR 2008

Cost of display ads Typical cost per thousand Type € Banner 8 Skyscraper 9 MPU 13 Pop-up 12 Streaming video 17 Source: NB Internet user profile Top ten category usage Age % Categories % 16-24 26 Travel information51 25-34 28 News/current affairs 38 35-54 36 Internet banking 31 55-64 7 Social networking 28 65+ 3 Sport news 28 Sex % Work-related research 26 Male 49 Education/courses 23 Female 51 Government services info. 23 Class % Entertainment/celeb. news 23 AB 20 Job search 23 C1 36 Source: JNIR C2 23 DE 17 F5 Source: JNIR

153 IRELAND: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Unique users Site per month* (000s) Search engine per month (000s) Google 1,370 Google 1,463 Youtube 823 Yahoo! 250 Yahoo! 758 MSN/Windows 8 Windows Live 620 Source: Comscore eBay 542 Wikipedia 501 Facebook 412 blogger 340 BBC 263 RTÉ 239 Source: Alexa, Comscore * Dec. 2008 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser € (000s) Category € (000s) O2 1,012.9 Telecoms 3,830.7 Vodafone 945.8 Finance 3,146.0 AIB Bank 849.7 Tourism & transport 1,492.4 MBNA International 587.8 Media 1,258.6 Diageo 499.4 Auto 1,230.5 Eircom 486.8 Food 1,080.4 Hutchinson 3g 370.1 Alcoholic beverages 819.7 Perlico 319.7 Retail 766.3 Unilever Bestfoods 273.5 Recruitment ads 751.8 Hotels.com 260.3 Entertainment 714.8 Source: IAPI Source: IAPI

154 IRELAND: MEDIA REACH/OVERALL MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 97.5 - - Online video 14.4 22.7 - Mobile television - 11.2 - Newspapers 37.7 52.9 - Magazines - - 76.9 Radio 88.5 - - Outdoor - 89.0 - Cinema - 1.6 22.0 Internet 45.0 66.0 73.0 Source: ZenithOptimedia OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (000s) Category € (000s) Vodafone 24,671 Classified ads 222,224 MCD 23,319 Supermarkets 70,889 Tesco 22,091 Mobile service providers 63,583 Diageo 20,420 Auto 52,270 Procter & Gamble 19,348 Alcoholic beverages 44,430 Supervalu 18,078 Display appointments 35,985 Meteor Mobile Com. 14,939 National newspapers 34,391 Eircom 14,922 Auto dealers 34,365 O2 14,784 Furniture 34,185 Coca-Cola 14,276 Recruitment ads 33,678 Source: IAPI Source: IAPI Top ten media Top ten owners (2008) sales houses (2008) Media revenue Media revenue Owner € (000s) Sales house € (000s) RTÉ 266,663 Independent News & Media 321,372 Independent News & Media 432,122 RTÉ 266,663 News International 111,600 News International 111,600 Irish Times Trust 111,194 Irish Times Trust 111,194 Thomas Crosbie 109,418 Thomas Crosbie 109,418 Titan 108,303 threesales 97,579 Doughty Hanson 89,785 Mediaforce 70,701 Johnson Press 49,934 Sunday World 56,565 Clear Channel 39,383 Communicorp 35,734 Communicorp 35,734 UTV 33,399 Source: IAPI Source: IAPI

155 ITALY: ECONOMIC DATA

ITALY ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.68 € at 2008 rate

Gross Domestic Product (€ billion) at current prices 1,249 1,295 1,335 1,392 1,430 1,485 1,545 1,570 % change 4.8 3.7 3.1 4.2 2.7 3.9 4.0 1.6 at 2008 prices 1,471 1,490 1,496 1,525 1,536 1,563 1,596 1,570 % change 2.0 1.3 0.5 1.9 0.7 1.7 2.1 -1.7

Gross Domestic Product per capita (€ 000s) at current prices 21.6 22.5 23.1 23.9 24.4 25.2 26.0 26.3 at 2008 prices 25.4 25.9 25.8 26.2 26.2 26.5 26.9 26.3

Gross Domestic Product (US$ billion) at current prices 1,828 1,896 1,955 2,037 2,093 2,175 2,262 2,298 at 2008 prices 2,154 2,181 2,191 2,233 2,249 2,288 2,337 2,298

Gross Domestic Product per capita (US$ 000s) at current prices 31.6 32.9 33.8 35.0 35.7 36.9 38.1 38.6 at 2008 prices 37.2 37.9 37.8 38.3 38.3 38.8 39.4 38.6

Population Millions 57.9 57.6 57.9 58.3 58.7 59.0 59.3 59.6

Consumer Price Index 2008=100 84.9 87.0 89.2 91.2 93.1 95.0 96.8 100.0 % change 2.8 2.4 2.6 2.3 2.0 2.1 1.8 3.3

Ad.spend as a % of GDP 0.62 0.58 0.58 0.60 0.60 0.58 0.58 0.55

Advertising Expenditure Growth (%) at current prices -3.3 -3.3 3.7 7.1 2.4 1.1 3.1 -2.7 at 2008 prices -5.9 -5.6 1.0 4.7 0.4 -1.0 1.3 -5.9 Source: IFS, ZenithOptimedia

156 ITALY: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE Advertising expenditure in € million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 6,246 1,384 937 3,337 290 36 255 7 1999 6,995 1,581 1,030 3,681 347 43 284 30 2000 8,035 1,818 1,159 4,134 412 50 318 143 2001 7,772 1,707 1,190 4,004 375 57 328 111 2002 7,517 1,589 1,090 4,028 351 61 294 103 2003 7,792 1,581 1,101 4,226 399 71 306 108 2004 8,342 1,607 1,107 4,650 480 77 312 110 2005 8,544 1,623 1,133 4,776 484 70 315 143 2006 8,637 1,627 1,201 4,704 522 64 312 206 2007 8,907 1,681 1,231 4,761 563 59 318 294 2008 8,663 1,549 1,141 4,704 575 49 309 335 Advertising expenditure in € million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 7,886 1,748 1,183 4,213 366 46 321 9 1999 8,687 1,963 1,279 4,571 431 53 352 38 2000 9,730 2,201 1,404 5,006 499 61 385 174 2001 9,156 2,011 1,402 4,717 441 68 386 130 2002 8,645 1,828 1,254 4,633 404 71 338 118 2003 8,732 1,772 1,234 4,735 447 79 343 121 2004 9,142 1,761 1,213 5,096 526 84 342 121 2005 9,181 1,744 1,217 5,132 520 75 338 154 2006 9,087 1,712 1,264 4,950 549 67 329 217 2007 9,204 1,737 1,272 4,919 582 61 329 304 2008 8,663 1,549 1,141 4,704 575 49 309 335 Source: Media Key, AC Nielsen Notes: 1. After discounts 4. Includes some classified advertising 2. Includes agency commission 5. Magazines include newspaper 3. Excludes production costs supplements 6. Internet includes display/classified/search Main advertising restrictions Tobacco: Banned in broadcast media. Alcohol: TV ads for alcohol stronger than 8% banned before 1900. Such drinks may not use TV sponsorship or direct response. Pharmaceutical: Only over-the-counter drugs may advertise, and they must first be approved by the Ministry of Health; contraceptives may not be advertised before 2130. Children's: No advertising is allowed during children's programmes and cartoons shorter than 30 minutes. Children must not appear in broadcast ads. Political: Political programmes and information must guarantee the same exposure for all parties.

157 ITALY: POPULATION

POPULATION

Land area (km²) 294,140 Capital city Rome Language Italian Currency Euro (€) Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 4,607 4,353 8,960 16-24 2,810 2,677 5,487 25-34 4,078 3,999 8,077 35-44 4,895 4,840 9,736 45-54 4,068 4,155 8,223 55-64 3,492 3,698 7,190 65+ 5,000 6,946 11,946 Total 28,950 30,670 59,619 Source: ISTAT

Adult status Male Female Total (000s) (000s) (000s) AB 2,156 992 3,149 C1 6,041 5,152 11,192 C2 5,553 2,799 8,352 E 9,884 16,528 26,412 Total 23,634 25,470 49,105 Source: Sinottica 2009_1

Definition of adult status AB = entrepreneurs/professionals/managers C1 = clerks/teachers/traders/dealers C2 = workers E = housewives/students/retired/unemployed

158 ITALY: TELEVISION

TELEVISION

Number of households: 24,282,485

Number of television households: 23,594,529 (97.2%)

Television homes with: Colour 98.0% VCR 51.0% DVD 57.2% Cable (connection) - total 6.5% Digital cable (connection) 6.5% Satellite dish (DTH) - total 27.4% Digital satellite dish 19.3% Digital terrestrial television (DTT) 21.7% Source: Auditel

TV licence cost (per year): €106

Average minutes viewed per day per adult: 247

Average pay-TV subscription cost Average monthly subscription € Cable (digital) 16 DTH (digital) 56 DTT 16 IPTV 3 Source: Operators

159 ITALY: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial 24 Rai 1 100.0 24 496 Rai 2 99.0 24 394 Rai 3 97.0 24 236 Commercial 24 Canale 5 98.0 24 1,549 Italia 1 95.0 24 1,328 Rete 4 94.0 24 1,403 La7 78.0 24 1,343 Sky Cinema 1 16.3 24 - Sky Cinema 2 16.3 24 - Sky Cinema 3 16.3 24 - Sky Sport 16.3 pay per view - Sky Calcio 16.3 pay per view - Sky TG24 Meteo 16.3 24 - National Geographic 16.3 24 - Disney Channel 16.3 24 - Boing 14.1 24 - Mediaset Premium 14.1 pay per view - La7 Calcio+ 14.1 pay per view - Source: AC Nielsen Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € Rai 1 2000-2100 115,000 6,706 17.1 Rai 2 2100-2200 48,000 3,489 13.8 Rai 3 1900-2000 47,000 2,789 16.8 Canale 5 2000-2100 95,000 6,061 15.7 Italia 1 2100-2200 43,000 3,011 14.3 Rete 4 2100-2200 21,500 2,225 9.7 La7 2200-2300 33,000 766 43.1 Source: Auditel

Average CPT (all commercial channels): €16.1

160 ITALY: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults € (mill) Non-commercial Rai 1 21.8 22.5 786 Rai 2 11.1 11.3 332 Rai 3 9.0 9.3 203 Commercial Canale 5 21.1 21.3 1,888 Italia 1 10.8 9.7 825 Rete 4 8.3 8.6 323 La7 3.0 3.2 120 Other terrestrial 3.6 4.4 - Satellite 9.4 8.8 - DTT 1.9 1.0 - Source: AC Nielsen, Auditel

Top ten television programmes (2008) Adult Programme Channel TVR Euro 2008: France v. Italy Rai 1 41.5 Euro 2008: Spain v. Italy Rai 1 38.5 Euro 2008: Netherlands v. Italy Rai 1 32.5 Euro 2008: Italy v. Romania Rai 1 29.1 Euro 2008: Germany v. Spain Rai 1 21.7 F1 GP Brazil Rai 1 17.4 F1 GP Italy Rai 1 17.2 58^ Festival di Sanremo Rai 1 17.1 F1 GP Bahrain Rai 1 16.9 F1 GP Monaco Rai 1 16.3 Source: Auditel

161 ITALY: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (mill) Category € (mill) Ferrero 154.6 Food 956.1 Wind 151.1 Automotive 607.1 Unilever 140.1 Telecoms 583.0 Vodafone 124.7 Alcoholic beverages 347.6 Procter & Gamble 111.5 Toiletries 286.4 Barilla Alimentare 100.7 Media/publishing 273.2 Telecom Italia Mobile 95.3 Housekeeping 244.8 L'Oréal Saipo 80.7 Pharmaceuticals 217.8 Reckitt Benckiser 65.9 Personal care 193.1 Perfetti van Melle 62.4 Finance/insurance 186.0 Source: AC Nielsen Source: AC Nielsen

Top television owners (2008) TV revenue Owner € (mill) Publitalia 3,035.6 Sipra 1,321.3 Sky Pubblicita 254.9 Cairo Pubblicita 120.1 MTV 101.6 Manzoni 17.5 Source: AC Nielsen

162 ITALY: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) € € € National dailies Corriere della Sera 581 2,907 - - 175,800 La Repubblica 504 3,069 - - 153,000 La Gazzetta dello Sport Lunedì 447 3,707 123,500 33.3 123,500 La Gazzetta dello Sport 351 3,707 95,000 25.6 95,000 Il Sole 24 Ore 316 1,122 - - 234,240 Corriere dello Sport - Stadio Lunedì 248 1,343 63,168 47.0 88,480 Corriere dello Sport - Stadio 208 1,343 40,320 30.0 56,448 Il Giornale 178 654 67,200 102.8 100,800 Tuttosport Lunedì 123 921 42,224 45.8 59,136 Libero Quotidiano 118 491 80,280 163.5 120,360 Tuttosport 113 921 27,328 29.7 38,192 Avvenire 106 246 54,528 221.7 81,664 Italia Oggi 75 148 25,500 172.3 35,700 L'Unità 50 270 75,040 277.9 75,040 Regional dailies La Stampa 307 1,450 - - 228,660 Il Messaggero 208 1,313 129,248 98.4 193,872 Il Resto del Carlino 159 1,179 75,000 63.6 105,000 La Nazione 131 862 90,000 104.4 126,000 Il Secolo XIX 99 528 72,162 136.7 108,243 Il Gazzettino 85 656 87,360 133.2 131,040 Il Tirreno 81 564 36,800 65.2 51,500 Il Mattino 78 719 75,936 105.6 113,904 L'Unione Sarda 68 398 40,100 100.8 40,100 Il Giorno 68 331 42,000 126.9 58,800 Giornale di Sicilia 67 530 52,780 99.6 80,715 La Sicilia 63 464 52,777 113.7 80,680 La Nuova Sardegna 60 329 25,600 77.8 35,700 L'Eco di Bergamo 54 354 12,960 36.6 18,144 Messaggero Veneto 51 289 24,400 84.4 34,100 Gazzetta del Sud 49 454 51,273 112.9 78,409 L'Arena 47 321 25,800 80.4 36,100 Giornale di Brescia 47 387 12,960 33.5 18,144 Il Tempo 47 168 58,200 346.4 87,000 La Gazzetta del Mezzogiorno 46 549 56,760 103.4 85,080 La Provincia (Como-Lecco-Sondrio) 43 325 13,500 41.5 18,900 Gazzetta di Parma 42 233 13,440 57.7 18,816 Il Giornale di Vicenza 42 282 21,900 77.7 30,600 Il Piccolo 39 208 24,400 117.3 34,100 Alto Adige/Trentino 36 269 21,500 79.9 29,900 Gazzetta di Mantova 33 179 16,600 92.7 23,300

163 ITALY: NEWSPAPERS

Newspapers cont. Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) € € € Regional dailies cont. Il Mattino di Padova 31 242 15,500 64.0 21,600 Libertà 29 183 11,600 63.4 16,200 L'Adige 26 159 13,200 83.0 18,500 Il Centro 26 307 14,400 46.9 20,000 La Provincia di Cremona 23 152 18,360 120.8 25,920 La Provincia Pavese 22 150 13,700 91.3 19,100 Cor. dell'Umbria (Per.-Terni-Fol.-Spol.) 20 345 48,232 139.8 72,833 Nuovo Quotidiano di Puglia 20 251 17,604 70.1 26,406 La Tribuna di Treviso 19 149 9,600 64.4 13,400 Corriere Adriatico 19 331 23,640 71.4 35,460 Gazzetta di Reggio 13 145 8,300 57.2 11,700 La Nuova di Venezia e Mestre 12 91 6,000 65.9 8,300 La Nuova Ferrara 11 114 7,800 68.4 10,800 Nuova Gazzetta di Modena 11 114 7,800 68.4 10,800 Free press E Polis Circuito 483 993 144,000 145.0 180,000 City - 1,986 100,000 50.4 100,000 Leggo - 2,328 148,560 63.8 148,560 Metro - 1,934 - - 166,793 Source: Audipress 2008_1, ADS Jan-Jun 2009

Average CPT (B/W): €72.3

164 ITALY: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (mill) Category € (mill) Fiat 15.5 Automotive 127.2 Media Market 14.4 Finance/insurance 104.0 Toyota 14.0 Distribution channels 92.4 Vodafone 13.3 Clothing 91.0 Volkswagen 11.5 Professional services 88.1 Immobildream 10.9 Media/publishing 60.5 Telecom Italia Mobile 10.7 Household 57.5 Citizen 10.0 Tourism & travel 44.1 Peugeot 9.5 Telecoms 43.6 Chateau D'Ax 9.2 Industry & buildings 39.6 Source: AC Nielsen Source: AC Nielsen

Top ten newspaper owners (2008) Newspaper revenue Owner € (mill) Publikompass 182.6 RCS Pubblicita 142.6 Manzoni 131.6 24 Ore System 126.9 Piemme 124.0 SPE 69.5 PRS 31.1 Mondadori Pubblicita 28.3 Class Pubblicita 25.8 Sport Network 23.9 Source: AC Nielsen

165 ITALY: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) € € Women's Io Donna (w) 441 979 69,900 71.4 Donna Moderna (w) 440 2,399 65,650 27.4 D La Repubblica delle Donne (w) 373 916 60,000 65.5 Vanity Fair (w) 277 1,086 66,000 60.8 Glamour (m) 273 968 38,000 39.3 Intimità (w) 266 746 22,000 29.5 Gioia (w) 211 439 45,000 102.5 Grazia (w) 207 845 56,250 66.6 Visto (w) 206 795 16,000 20.1 A (w) 194 640 52,700 82.3 Cosmopolitan (m) 189 633 29,925 47.3 Amica (m) 181 1,003 52,100 51.9 Elle (m) 179 426 42,000 98.6 Marie Claire (m) 176 560 42,000 75.0 Grand Hotel (w) 172 637 5,400 8.5 Tu Style (w) 161 726 37,000 51.0 Flair (m) 153 374 46,750 125.0 Ragazza Moderna (m) 145 467 28,000 60.0 Confidenze tra amiche (w) 140 640 15,500 24.2 Vogue Italia (m) 108 525 50,000 95.2 Natural Style (m) 100 122 48,000 393.4 Cioè (w) 84 541 26,000 48.1 Top Girl (m) 62 444 27,316 61.5 Burda (m) 42 349 18,000 51.6 Food Cucina Moderna (m) 313 1,091 19,400 17.8 Sale & Pepe (m) 133 670 21,000 31.3 Cucinare Bene (m) 126 800 8,800 11.0 La Cucina Italiana (m) 97 673 21,000 31.2 Subito Pronto (m) 80 251 7,000 27.9 Cucina No Problem (m) 73 192 17,000 88.5 A Tavola (m) 28 149 14,400 96.6 Family Dipiù (w) 737 2,352 75,000 31.9 Famiglia Cristiana (w) 570 2,764 55,900 20.2 Oggi (w) 538 3,071 56,700 18.5 Messaggero di Sant'Antonio (m) 520 1,001 15,200 15.2 Gente (w) 342 2,655 48,000 18.1

166 ITALY: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) € € Baby Io e il mio bambino (m) 225 801 38,000 47.4 Donna & Mamma (m) 125 430 25,500 59.3 Insieme (m) 110 227 25,500 112.3 Bimbisani & Belli (m) 85 758 8,500 11.2 Teenager's Topolino (w) 211 1,249 24,500 19.6 Ciak (m) 69 345 27,000 78.3 Il Giornalino (w) 45 147 10,350 70.4 Fitness/health Silhouette Donna (m) 295 885 11,600 13.1 Starbene (m) 277 1,444 35,200 24.4 Psychologies Magazine Italia (m) 158 348 30,000 86.2 OK la Salute prima di tutto (m) 153 513 36,000 70.2 Viversani & Belli (w) 117 776 9,500 12.2 Come Stai (m) 64 206 5,700 27.7 Sport Sport Week (w) 314 1,510 49,500 32.8 Guerin Sportivo (w) 45 166 10,608 63.9 Gossip Chi (w) 419 2,745 42,350 15.4 Diva e Donna (w) 204 584 70,000 119.9 Novella 2000 (w) 130 782 19,000 24.3 Eva Tremila (w) 77 314 14,000 44.6 Auto Al Volante (m) 452 2,256 50,605 22.4 Quattroruote (m) 382 4,219 30,000 7.1 AM Auto Mese (m) 292 361 25,500 70.6 In Sella (m) 164 1,412 24,419 17.3 Gente Motori (m) 159 1,153 25,000 21.7 Cambio Panoramauto (m) 111 235 31,000 131.9 Auto (m) 78 796 23,715 29.8 Motosprint (w) 61 543 10,244 18.9 Autosprint (w) 54 494 13,770 27.9 Auto Oggi (w) 44 537 16,500 30.7 Business Capital (m) 83 252 30,000 119.0 Class (m) 82 123 40,000 325.2 Il Mondo (w) 70 108 35,000 324.1 Panorama Economy (w) 62 149 29,700 199.3 Affari & Finanza (w) - 605 75,600 125.0 Milano Finanza (w) - 343 73,000 212.8

167 ITALY: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) € € Men's Max (m) 134 757 28,000 37.0 For Men Magazine (m) 118 446 41,800 93.7 Men's Health (m) 114 569 38,000 66.8 Jack (m) 107 314 35,200 112.1 GQ (m) 106 508 30,000 59.1 XL (m) 99 499 50,000 100.2 Fox Uomo (m) 42 333 8,500 25.5 Science Focus (m) 550 5,672 57,200 10.1 Airone (m) 97 665 40,000 60.2 Le Scienze (m) 68 371 12,000 32.3 Travel Qui Touring (m) 297 539 35,000 64.9 Dove (m) 118 388 25,000 64.4 National Geographic Italia (m) 114 1,011 42,000 41.5 Bell'Italia (m) 67 531 32,000 60.3 Panorama Travel (m) 54 272 28,500 104.8 Gente Viaggi (bm) 53 445 25,000 56.2 Bell'Europa (m) 39 237 25,000 105.5 In Viaggio (m) 39 200 40,000 200.0 Partiamo (m) 36 113 22,941 203.0 Meridiani (m) 32 124 11,500 92.7 TV listings Sorrisi e Canzoni TV (w) 953 4,842 68,200 14.1 DipiùTV (w) 507 2,375 65,000 27.4 Telesette (w) 443 1,255 7,500 6.0 Guida TV (w) 256 1,080 10,000 9.3 Telepiù (w) 228 942 11,000 11.7 Furniture Cose di casa (m) 370 1,405 11,600 8.3 Brava Casa (m) 213 849 31,000 36.5 Casa Facile (m) 197 657 23,250 35.4 Casaviva (m) 196 1,045 28,450 27.2 AD Architectural Digest (m) 116 536 32,000 59.7 Case da Abitare (m) 95 295 26,000 88.1 Marie Claire Maison (m) 67 191 16,000 83.8 Elle Decor (m) 65 136 16,000 117.6 Ville&Casali (m) 39 364 13,600 37.4

168 ITALY: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) € € News Il Venerdì di Repubblica (w) 522 2,252 60,000 26.6 Corriere della Sera Magazine (w) 454 1,079 61,800 57.3 Panorama (w) 428 2,822 65,650 23.3 L'Espresso (w) 330 2,409 60,000 24.9 General/other Casa in fiore (m) 97 355 4,650 13.1 Geo (m) 90 512 31,680 61.9 PC Professionale (m) 72 621 13,000 20.9 Astra (m) 71 184 11,500 62.5 Club 3 (m) 65 164 11,970 73.0 Gardenia (m) 57 294 30,000 102.0 Luoghi dell'Infinito (m) 53 114 9,000 78.9 Nautica (m) 26 307 8,000 26.1 Source: Audipress 2008_1, ADS Jan-Jun 2009

Average CPT (Colour): €36.3

169 ITALY: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (mill) Category € (mill) Procter & Gamble 13.7 Clothing 331.1 Unilever 12.6 Household 117.2 Linee Tel. Oroscopo 9.9 Personal care 114.9 L'Oréal Saipo 9.7 Food 69.5 Calzedonia 8.3 Personal objects 69.3 L'Oréal Prod. Lusso 8.2 Automotive 58.0 Vodafone 7.0 Tourism & travel 45.2 Pool Pharma 6.9 Finance/insurance 37.7 Volkswagen 6.8 Toiletries 37.0 Richemont 6.4 Telecoms 34.3 Source: AC Nielsen Source: AC Nielsen

Top ten magazine owners (2008) Magazine revenue Owner € (mill) Mondadori Pubblicita 323.7 RCS Pubblicita 186.0 Conde Nast 130.9 Cairo Pubblicita 125.0 Manzoni 118.6 Rusconi 103.2 Class Pubblicita 35.1 Promedia 2000 25.3 Publikompass 16.5 24 Ore System 15.7 Source: AC Nielsen

170 ITALY: RADIO

RADIO

Number of radio households: 23,907,000 (98.4%) Source: Audiradio 2008

Number of commercial radio stations: 4 public/14 national/ 254 local Source: Audiradio 2008

Average daily listening minutes per adult: 183 Source: Audiradio 2008

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time € (000s) € National RadioUno news 0700-0715 9,500 1,648 5.8 RadioDue news 0730-0745 3,800 900 4.2 RadioTre news 0730-0745 2,400 650 3.7 IsoRadio news/traffic 1000-1015 - 127 - R101 music/talk 1000-1015 780 286 2.7 Radio Montecarlo music/talk 1000-1015 600 241 2.5 Radio Capital music/talk 0800-0815 350 203 1.7 Radio DeeJay music/talk 1030-1045 2,350 823 2.9 Radio Kiss Kiss music 1000-1015 630 226 2.8 Radio 105 Network music/talk 1400-1415 920 680 1.4 Radio Dimensione Suono music 1000-1015 1,800 643 2.8 Radio Italia music 1030-1045 1,350 518 2.6 RTL 102,5 music 1000-1015 1,455 681 2.1 Radio 24 news 0800-0815 643 337 1.9 Radio M2O music 1700-1714 250 108 2.3 Virgin Radio music 1700-1715 450 195 2.3 Syndication Radio Cuore music 1000-1015 350 93 3.8 Radio Lattemiele music 1030-1045 480 111 4.3 Radio Margherita music 1000-1015 - 153 - CNR music 1000-1015 2,064 905 2.3 Radio Italia Anni 60 music 1000-1015 550 173 3.2 Source: Audiradio 2008

Average CPT (all commercial stations): €3.3

171 ITALY: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser € (mill) Category € (mill) Fiat 15.8 Automotive 97.3 Volkswagen 15.7 Media/publishing 54.4 Ferrero 9.9 Distribution channels 41.5 Expert 9.5 Food 34.7 ENI 7.4 Telecoms 30.3 Citroen 6.2 Finance/insurance 24.0 Opel General Motors 6.1 Alcoholic beverages 18.1 Universal Music 6.1 Vehicles 17.7 Toyota 5.8 Tourism & travel 15.3 Sky Italia 5.7 Industry & buildings 14.1 Source: AC Nielsen Source: AC Nielsen

Top radio owners (2008) Radio revenue Owner € (mill) Sipra 114.8 Manzoni 68.1 Gruppo Finelco-Nove 63.3 RDS Advertising 48.6 Radio e Reti 36.0 PRS 35.5 Openspace 33.9 Mondadori Pubblicita 26.5 24 Ore System 10.6 Source: AC Nielsen

172 ITALY: OUTDOOR

OUTDOOR

Number of outdoor sites: 157,561

Type, size and cost of sites Number of Cost per panel Type/size of display sites per 14 days € Poster (6x3) 31,934 1,515 Backlit poster (6x3) 785 4,120 Special sites (140x200, 100x140) 124,020 268/515 Street furniture to face (120x180) - 783 Source: Audiposter

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (mill) Category € (mill) Telecom Italia Mobile 13.3 Clothing 35.4 Vodafone 7.9 Telecoms 32.2 Ikea 7.8 Automotive 23.4 DPS Daihatsu Parts 5.3 Household 19.8 SSC Soc.Svil.Comm. 3.3 Distribution channel 18.8 Imap Export 3.2 Public bodies/institutions 11.8 Calzedonia 3.1 Alcoholic beverages 10.1 Fiat 3.0 Food 9.2 H3G 2.8 Tourism & travel 9.2 Pernod Ricard 2.8 Media/publishing 8.6 Source: AC Nielsen Source: AC Nielsen

Top outdoor contractors (2008) Outdoor revenue Contractor € (mill) IGP Decaux 164 Clearchannel 148 CBS 70 Pes-Ima 39 IPAS 28 Source: Contractors

173 ITALY: CINEMA

CINEMA

Number of cinema screens: 3,060 Source: Audimovie

Average cost of a 60 sec. spot per screen per month: €357 Source: ZenithOptimedia estimate

Number of screens used in typical national campaign: 700 Source: ZenithOptimedia estimate

Trend in admissions Admissions Gross takings (mill) € (mill) 2002 89 523.6 2003 87 521.0 2004 97 575.8 2005 90 534.7 2006 92 547.1 2007 104 617.1 2008 99 593.7 Source: Audimovie

Cinema audience profile Age % 14-24 31.0 25-34 26.8 35-49 26.3 50+ 15.9 Sex % Male 50.6 Female 49.4 Class % Upper 25.4 Middle 57.3 Lower 17.4 Source: Sinottica 2009_1

174 ITALY: CINEMA

Top ten films (2008) Gross takings Film € Natale a Rio 17,652,720 Madagascar: Escape 2 Africa 17,398,223 Kung Fu Panda 17,035,828 I Am Legend 13,859,569 Grande, grosso e Verdone 12,940,795 Scusa ma ti chiamo amore 12,670,074 Hancock 11,993,639 Indiana Jones and the Kingdom of the Crystal Skull 11,472,370 Twilight 11,343,003 Gomorrah 10,165,600 Source: Cinetel

Top cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser € (mill) Category € (mill) Renault 4.7 Automotive 15.9 Ferrero 3.2 Food 8.4 Fiat 2.5 Personal objects 4.4 Freddy 2.3 Alcoholic beverages 4.1 Binda Italia 1.7 Clothing 3.9 Nissan 1.7 Finance/insurance 3.3 Global Watch Ind. 1.3 Telecoms 2.8 Barilla Alimentare 1.3 Public bodies/institutions 2.6 BMW 1.2 Media/publishing 1.8 Fiat Lancia 1.1 Industry & buildings 1.7 Source: AC Nielsen Source: AC Nielsen Top cinema sales houses (2008) Screens Sales house owned Opus 698 Sipra 479 Moviemedia 450 Source: Audimovie

175 ITALY: INTERNET

INTERNET

Homes with internet connection: 17,610,828 (72.5%) Source: Nielsen Net View by Audiweb12/08

Adult (18+) internet users: 19,471,000 Source: Nielsen Net View by Audiweb12/08

Adult internet users with home broadband: 11,100,000 Source: Sinottica 2009_1

Typical monthly cost of internet access: €35.6 Source: Eurisko New Media

Cost of display ads Typical cost per thousand Type € Banner (ex. 300x250) 6.20/9.50 Pop-up 13.00/16.00 Streaming video 18.00/25.00 Advertorial 5.00/15.00 Dem 15.00/34.00 Newsletter 10.00/25.00 Leaderboard 3.00/15.00 Source: Zed Digital

Internet user profile Top ten search keywords Age % Typical cost per click 16-24 14.19% Keyword € 25-34 20.39% facebook 0.29/0.37 35-54 42.92% youtube 0.54/0.81 55-64 9.67% you 0.51/0.75 65+ 3.39% libero 0.41/0.58 Sex % you tube 0.42/0.63 Male 55.42% roma 0.63/0.86 Female 44.58% netlog 0.39/0.58 Class % meteo 0.66/0.99 Upper 12.45% giochi 0.23/0.35 Middle 58.39% yahoo 0.28/0.39 Lower 16.23% Source: Google Insight, Traffic estimates Source: Nielsen Net View by Audiweb12/08

176 ITALY: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Unique users Site per month (000s) Search engine per month (000s) google.it 17,654 google search 17,980 google.com 12,666 virgilio 4,498 alice.it 10,650 msn 3,634 libero.it 9,641 ask 3,555 facebook.com 9,631 libero 2,566 live.com 9,631 yahoo! 2,079 yahoo.it 9,273 tuttogratis 560 youtube.com 8,780 tiscali 310 ebay.it 8,240 Source: Nielsen Net View by Audiweb 12/08 wikipedia.org 8,115 Source: Nielsen Net View by Audiweb 12/08

Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser € (mill) Category € (mill) Telecom Italia 8.6 Finance/insurance 81.4 Vodafone 5.8 Tourism & travel 58.4 Ebay 5.5 Distribution channels 48.8 Sky Italia 4.7 Leisure 40.8 Dada 4.6 Informatics & photography 40.5 Ilius Boulogne 3.9 Telecoms 38.8 Marcon 3.6 Automotive 32.4 Genertel 3.6 Professional services 29.8 ING Direct 3.6 Media/publishing 22.4 Agos 3.4 Public bodies/institutions 14.0 Source: AC Nielsen Source: AC Nielsen

177 ITALY: MEDIA REACH/OVERALL MEDIA REACH

% reach by medium (adults) Daily Weekly Monthly Conventional television 78.1 85.0 97.6 Newspapers - 65.8 79.5 Weeklies - 46.0 - Monthlies - - 41.9 Radio 72.0 86.9 - Cinema - 4.4 13.9 Internet - 34.3 38.9 Source: Audioradio, Audipress, Sinottica, Auditel OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (mill) Category € (mill) Ferrero 177.8 Food 1,121.6 Vodafone 164.6 Automotive 971.7 Wind 159.8 Telecoms 776.8 Unilever 157.4 Clothing 603.2 Procter & Gamble 130.3 Media/publishing 570.1 Telecom Italia Mobile 129.2 Finance/insurance 519.6 Barilla Alimentare 110.5 Distribution channels 478.6 Volkswagen 100.2 Alcoholic beverages 448.7 L'Oréal Saipo 93.2 Personal care 363.1 Fiat 89.8 Household 356.6 Source: AC Nielsen Source: AC Nielsen Top ten media owners (2008) Media revenue Owner € (mill) Publitalia 3,035.6 Sipra 1,436.2 Mondadori Pubblicita 378.5 Manzoni 335.8 RCS Pubblicita 328.6 Sky Pubblicita 257.7 Cairo Pubblicita 245.1 Publikompass 199.0 24 Ore System 153.1 Conde Nast 130.9 Source: AC Nielsen

178 NETHERLANDS: ECONOMIC DATA

NETHERLANDS

ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.68 € at 2008 rate

Gross Domestic Product (€ billion) at current prices 447.7 465.2 476.9 491.2 513.4 539.9 567.1 594.6 % change 7.1 3.9 2.5 3.0 4.5 5.2 5.0 4.8 at 2008 prices 511.7 514.9 516.8 526.1 540.6 562.1 581.3 594.6 % change 2.8 0.6 0.4 1.8 2.8 4.0 3.4 2.3

Gross Domestic Product per capita (€ 000s) at current prices 28.0 28.9 29.5 30.2 31.5 32.9 34.5 36.0 at 2008 prices 32.0 32.0 32.0 32.4 33.1 34.3 35.3 36.0

Gross Domestic Product (US$ billion) at current prices 655.5 681.1 698.2 719.2 751.7 790.5 830.3 870.6 at 2008 prices 749.2 753.9 756.7 770.3 791.6 823.0 851.0 870.6

Gross Domestic Product per capita (US$ 000s) at current prices 40.9 42.4 43.2 44.3 46.1 48.2 50.4 52.7 at 2008 prices 46.8 46.9 46.8 47.4 48.5 50.2 51.7 52.7

Population Millions 16.0 16.1 16.2 16.2 16.3 16.4 16.5 16.5

Consumer Price Index 2008=100 87.5 90.3 92.3 93.4 95.0 96.1 97.6 100.0 % change 4.2 3.3 2.1 1.2 1.7 1.1 1.6 2.5

Ad.spend as a % of GDP 0.83 0.78 0.72 0.70 0.68 0.68 0.68 0.63

Advertising Expenditure Growth (%) at current prices -4.2 -2.7 -4.5 -0.7 2.0 4.3 5.0 4.3 at 2008 prices -8.0 -5.7 -6.5 -1.8 0.3 3.2 3.4 3.2 Source: IFS, ZenithOptimedia

179 NETHERLANDS: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE Advertising expenditure in € (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 3,373 1,621 826 626 177 11 112 - 1999 3,595 1,690 880 678 194 12 121 20 2000 3,876 1,780 941 731 234 13 139 38 2001 3,715 1,710 925 695 218 9 137 21 2002 3,616 1,601 885 730 224 7 137 32 2003 3,453 1,493 800 746 245 7 122 40 2004 3,429 1,442 769 757 250 6 139 66 2005 3,499 1,432 780 779 253 7 151 97 2006 3,651 1,473 800 810 262 5 164 137 2007 3,835 1,531 807 863 274 5 165 190 2008 3,763 1,482 756 867 278 5 164 210 Advertising expenditure in € (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 4,229 2,032 1,036 785 222 14 140 - 1999 4,410 2,073 1,079 832 238 15 148 25 2000 4,616 2,120 1,121 871 279 15 166 45 2001 4,246 1,955 1,057 794 249 10 157 23 2002 4,002 1,772 980 808 248 8 152 35 2003 3,742 1,618 867 808 266 8 132 43 2004 3,673 1,544 824 811 268 6 149 71 2005 3,685 1,508 821 820 266 7 159 102 2006 3,801 1,534 833 843 273 5 171 143 2007 3,931 1,569 827 885 281 5 169 195 2008 3,763 1,482 756 867 278 5 164 210 Source: VEA, BBC, ZenithOptimedia estimates Notes: 1. After discounts 2. Excludes production costs 3. Includes classified 4. Includes agency commission 5. Magazines include consumer and business titles 6. Includes expenditure by regional advertisers in regional media 7. Outdoor includes transport and ambient media 8. Internet includes display only.

Main advertising restrictions: Tobacco: Banned. Alcohol: No advertising on TV or radio before 2100 Pharmaceutical: Banned Political: Should be in line with the Dutch constitution.

180 NETHERLANDS: POPULATION

POPULATION

Land area (km2) 33,883 Capital city Amsterdam Language Dutch Currency Euro (€) Source: CIA Factbook 2008

Population by age Male Female Total (000s) (000s) (000s) 0-15 1,502 1,434 2,936 16-24 1,008 974 1,982 25-34 1,008 1,006 2,015 35-44 1,301 1,276 2,578 45-54 1,205 1,190 2,395 55-64 1,049 1,036 2,085 65+ 1,039 1,376 2,415 Total 8,112 8,293 16,405 Source: CBS

Adult status Male Female Total (000s) (000s) (000s) A 1,239 1,116 2,355 B1 2,369 1,977 4,346 B2 1,319 1,512 2,831 C 1,545 1,886 3,431 D 264 439 703 Total 6,736 6,930 13,666 Source: NOM

Definition of adult status A = higher and intermediate managerial B1 = supervisory/clerical B2 = skilled manual C = semi and unskilled manual D = subsistence/inactive

181 NETHERLANDS: TELEVISION

TELEVISION Number of households: 7,242,202 Number of television households: 7,097,358 (98.0%) Television homes with: VCR 42.9% DVD 78.7% PVR/DVR 17.7% Multiset 1.7% Cable (pass) 73.0% Cable (connection) - total 42.8% Digital cable (connection) 18.2% Satellite dish (DTH) - total 8.0% Digital satellite dish 8.0% Digital terrestrial television (DTT) 19.0% IPTV 1.8% Source: NOM SKO CBS

Average minutes viewed per day per adult: 184

Average pay-TV subscription cost Average monthly subscription € Cable (analogue) 16.5 Cable (digital) 25.0 DTH (digital) 25.0 DTT 7.5 Source: TV suppliers

182 NETHERLANDS: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial NED 1 100 24 937 NED 2 100 24 746 NED 3 100 24 496 Commercial RTL4 97 24 1,358 RTL5 97 24 700 RTL7 97 24 915 RTL8 97 24 567 SBS6 97 24 1,181 NET5 97 24 1,158 Veronica 97 17 556 MTV 92 24 1,225 TMF 96 24 1,063 Comedy Channel 89 18 387 National Geographic 91 24 - Discovery 89 24 829 Animal Planet - 24 - Source: SKO Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € Non-commercial NED 1 2000-2230 10,250 1,042 9.8 NED 2 2000-2230 2,310 805 2.9 NED 3 2000-2230 4,550 818 5.6 Commercial RTL4 2000-2230 11,943 879 13.6 RTL5 2000-2230 6,164 687 9.0 RTL7 2000-2230 3,695 620 6.0 RTL8 2000-2230 1,940 455 4.3 SBS6 2000-2230 9,508 839 11.3 NET5 2000-2230 7,331 563 13.0 Veronica 2000-2230 4,543 559 8.1 MTV 2000-2230 627 142 4.4 TMF 2000-2230 445 112 4.0 Comedy Channel 2000-2230 1,482 159 9.3 Source: SKO

Average CPT (all channels): €8.4

183 NETHERLANDS: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults € (000s) Non-commercial NED 1 18.3 18.9 320,750 NED 2 6.2 6.5 84,920 NED 3 5.9 5.9 134,180 Commercial RTL4 19.0 19.3 652,994 RTL5 5.9 5.9 264,346 RTL7 6.7 6.9 197,549 RTL8 2.3 2.3 86,974 SBS6 15.7 15.9 450,367 NET5 6.5 6.5 382,393 Veronica 4.3 4.1 200,108 MTV 1.0 0.8 69,757 TMF 1.1 0.9 51,483 Comedy Channel 1.5 1.3 59,445 National Geographic - - 41,464 Discovery 3.5 3.5 - Animal Planet - - - Source: SKO NMR

Top ten television programmes (2008) Adult Programme Channel TVR Football: Netherlands-Romania NED 1 54.2 Football: Netherlands-France NED 1 53.7 Peter R de Vries, Crime Reporter SBS6 53.5 Football: Netherlands-Russia NED 1 53.3 Football: Netherlands-Italy NED 1 51.3 Football: half-time break NED 1 44.8 Weather SBS6 41.6 Football: Germany-Spain NED 1 40.5 Football: post-match discussion NED 1 39.0 Football: Trophy presentation NED 1 32.3 Source: SKO

184 NETHERLANDS: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (000s) Category € (000s) Unilever 173,118 Food 670,395 Procter & Gamble 81,657 Personal care 390,038 L'Oréal 61,937 Retail 344,259 KPN 48,602 Financial services 261,886 Mars 45,909 Telecom, ICT 234,591 Reckitt Benckiser 45,829 Tourism/hotels & catering 222,599 Albert Heijn 40,338 Transportation 194,579 Gillette 38,128 Media 149,995 Beiersdorf 38,074 Govt./education/non-profits 148,563 Coca-Cola 34,582 Detergents 110,124 Source: Nielsen Media Research Source: Nielsen Media Research

Top television owners/sales houses (2008) TV revenue Owner € (000s) RTL Nederland 1,201,863 SBS 1,032,867 Ster 539,851 MTV Networks 233,102 National Geographic 41,464 Jetix TV 29,940 Source: Nielsen Media Research

185 NETHERLANDS: NEWSPAPERS

NEWSPAPERS

Newspapers (daily) Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) € € € NRp Dagbladen * 1,494 4,378 122,344 27.9 183,516 De Telegraaf 618 2,014 48,807 24.2 73,211 Metro 532 1,772 29,600 16.7 38,480 Sp!ts 430 1,596 23,500 14.7 5,346 AD Dagbladen 409 1,447 51,939 35.9 77,909 Dagblad De Pers 367 914 19,000 20.8 24,700 De Volkskrant 233 746 26,928 36.1 37,699 NRC Handelsblad 198 524 28,710 54.8 43,065 Trouw 92 293 8,200 28.0 11,480 Nrc.next 65 269 9,004 33.5 13,506 Het Financieele Dagblad 57 167 3,556 21.3 5,334 Reformatorisch Dagblad 54 144 5,594 38.8 8,390 Nederlands Dagblad 31 152 3,248 21.4 4,547 Source: HOI/NOM

Average CPT (B/W): €26.4

* NRp Dagbladen comprises the following titles: Barneveldse Krant BN/DeStem Brabants Dagblad Dagblad De Limburger Dagblad van het Noorden De Gelderlander De Gooi- en Eemlander De Stentor De Twentsche Courant Tubantia Eindhovens Dagblad Friesch Dagblad Haarlems Dagblad Kombinatie Het Parool Leeuwarder Courant Leidsch Dagblad Limburgs Dagblad Noordhollands Dagblad Provinciale Zeeuwse Courant

186 NETHERLANDS: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (000s) Category € (000s) Kras 42,445 Retail 225,610 KPN 36,914 Tourism/hotels & catering 131,211 Lidl 32,953 Telecom, ICT 97,515 Aldi 18,294 Financial services 85,503 Telfort 11,963 Transportation 78,396 Media markt Saturn 10,109 Media 66,648 Unilever 9,716 Other services & products 52,212 Prominent Comfort 9,366 Business services 26,552 Min. Verkeer & W. 8,709 Food & drink 25,335 T-Mobile 8,700 Home & garden 16,057 Source: Nielsen Media Research Source: Nielsen Media Research

Top newspaper owners (2008) Newspaper revenue Owner € (000s) De Telegraaf Media 254,640 Wegener 171,238 PCM 106,902 AD Nieuwsmedia 98,817 Source: Nielsen Media Research

187 NETHERLANDS: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly x/y=x/year Circulation readership Colour Colour B/W Title (000s) (000s) € € € Automotive Autoweek (w) 109 808 7,950 9.8 7,950 Autovisie (f) 45 317 4,874 15.4 4,874 Truckstar (m) 43 210 4,570 21.8 4,570 Top Gear Magazine (m) 38 205 5,700 27.8 5,700 Promotor (m) 37 130 4,100 31.5 4,100 Autokampioen (f) 33 233 5,500 23.6 5,500 Motor (f) 27 129 3,210 24.9 3,210 Formule 1 RaceReport (f) 26 209 3,500 16.7 3,500 Moto 73 (f) 24 159 3,370 21.2 3,370 Family Kampioen (m) 3,514 5,090 50,852 10.0 50,852 Reader's Digest (m) 122 553 7,053 12.8 7,053 Panorama (w) 85 1,070 9,560 8.9 9,560 Nieuwe Revu (w) 63 686 8,105 11.8 8,105 Party (w) 60 641 3,630 5.7 3,630 Aktueel Sportief (w) 60 333 5,995 18.0 5,995 Ook! (m) 43 143 4,510 31.5 4,510 Vorsten (m) 36 307 3,670 12.0 3,670 Family/elderly Plus Magazine (m) 289 1,095 12,464 11.4 12,464 Zin (m) 78 277 5,250 19.0 5,250 General interest Felderhof (bm) 39 192 6750 35.2 6,750 Living VT Wonen (m) 117 875 13,150 15.0 13,150 Seasons (m) 102 489 6,530 13.4 6,530 Ariadne at Home (m) 95 326 7,190 22.1 7,190 Buitenleven (8x/y) 82 387 4,750 12.3 4,750 Groei & Bloei (m) 73 387 3,025 7.8 3,025 101 Woonidee/TD (m) 66 360 7,850 21.8 7,850 Living (m) 60 183 6,580 36.0 6,580 Eigen Huis & Interieur (m) 56 471 8,760 18.6 8,760 ELLE Wonen (m) 52 235 6,795 28.9 6,795 Home and Garden (m) 49 282 5,750 20.4 5,750 Tuin & Co (m) 48 216 3,360 15.6 3,360 More Than Classic (bm) 45 114 5,720 50.2 5,720 Residence (m) 31 173 5,800 33.5 5,800

188 NETHERLANDS: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly x/y=x/year Circulation readership Colour Colour B/W Title (000s) (000s) € € € Men's Playboy (m) 60 385 8,490 22.1 8,490 Men's Health (m) 47 229 5,015 21.9 5,015 FHM (m) 47 272 4,591 16.9 4,591 TV listings Veronica Magazine (w) 958 2,563 20,444 8.0 20,444 TrosKompas (w) 446 950 8,420 8.9 8,420 Mikro Gids (w) 441 1,007 6,770 6.7 6,770 VARA TV Magazine (w) 356 944 9,487 10.0 9,487 Avrobode (w) 335 714 8,850 12.4 8,850 NCRV-gids (w) 247 546 7,690 14.1 7,690 VPRO Gids (w) 218 485 6,880 14.2 6,880 TV Krant (w) 205 542 4,760 8.8 4,760 Televizier (w) 158 315 5,460 17.3 5,460 Visie (w) 149 386 4,437 11.5 4,437 KRO Magazine (w) 139 266 4,420 16.6 4,420 TVFilm (f) 101 321 4,950 15.4 4,950 TotaalTV (f) 68 122 2,950 24.2 2,950 Women's Vrouw (w) 807 1,192 16500 13.8 16500 Libelle (w) 474 2,484 26,380 10.6 26,380 Margriet (w) 292 1,807 18,500 10.2 18,500 Privé (w) 211 1,835 10,717 5.8 10,717 Happinez (8/y) 162 446 10,500 23.5 10,500 LINDA.(m) 146 865 11,965 13.8 11,965 Story (w) 145 1,543 6,940 4.5 6,940 Weekend (w) 144 1,426 6,900 4.8 6,900 Glamour (m) 139 230 11,500 50.0 11,500 Flair (w) 117 735 9,600 13.1 9,600 Vriendin (w) 115 729 6,750 9.3 6,750 Cosmopolitan (m) 106 436 11,950 27.4 11,950 Viva (w) 98 600 8,490 14.2 8,490 Beau Monde (m) 86 407 7,250 17.8 7,250 ELLE (m) 82 306 9,750 31.9 9,750 Glossy (m) 82 427 6,650 15.6 6,650 Marie Claire (m) 75 186 9,200 49.5 9,200 Esta (f) 70 262 5,990 22.9 5,990 Santé (m) 67 266 6,995 26.3 6,995 Opzij (w) 67 291 7,985 27.4 7,985 Grazia (w) 65 181 6000 33.1 6000 GezondNU (m) 65 189 6,396 33.8 6,396 JAN (m) 60 190 8,500 44.7 8,500 Nouveau (m) 59 180 8,900 49.4 8,900 Red (m) 57 143 7,125 49.8 7,125

189 NETHERLANDS: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly x/y=x/year Circulation readership Colour Colour B/W Title (000s) (000s) € € € Women's cont. Stars (m) 56 86 3,250 37.8 3,250 Yes (w) 53 397 4,900 12.3 4,900 Knip Mode (m) 50 317 5,100 16.1 5,100 Mijn Geheim (w) 49 369 2,500 6.8 2,500 Eva (m) 46 170 2,716 16.0 2,716 Elegance (m) 44 223 8,248 37.0 8,248 Avantgarde (m) 37 208 7,750 37.3 7,750 Royalty (m) 31 159 3100 19.5 3100 Youth Donald Duck (w) 313 1,543 13,070 8.5 13,070 Girlz! (m) 105 158 5,995 37.9 5,995 CosmoGIRL (m) 102 170 6,824 40.1 6,824 Fancy (w) 70 133 5,200 39.1 5,200 Hitkrant (w) 49 189 5,500 29.1 5,500 Tina (w) 46 213 3,750 17.6 3,750 Source: HOI/NOM

Average CPT (Colour): €14.0

190 NETHERLANDS: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (000s) Category € (000s) Unilever 26,005 Personal care 54,477 Beiersdorf 7,237 Fashion 46,608 L'Oréal 5,953 Food & drink 45,369 Cosmetique Active 4,417 Retail 33,604 Adcom Media 4,131 Tourism/hotels & catering 31,475 Bose 3,865 Financial services 29,601 Nationale Handels Academie 2,354 Govt./education/non-profits 27,050 L'Oréal (luxury products) 2,346 Media 25,912 Johnson & Johnson 2,342 Transportation 25,732 Prominent Comfort 2,306 Home & garden 21,754 Source: Nielsen Media Research Source: Nielsen Media Research

Top magazine owners (2008) Magazine revenue Owner € (000s) Sanoma Uitgevers 134,676 SBS 28,004 Reed Elsevier 25,258 Hachette Filipacchi 19,727 Audax 16,313 Source: Nielsen Media Research

191 NETHERLANDS: RADIO

RADIO

Number of radio households: 6,916,468 (99.5%)

Number of commercial radio stations: 230

Average daily listening minutes per adult: 230

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time € (000s) € National Radio 1 news/sport 0700-1900 788 245 3.2 Radio 2 MOR 0700-1900 810 224 3.6 Radio 3 teen pop 0700-1900 1,244 198 6.3 Radio 4 classical 0700-1900 173 69 2.5 Radio 5 talk 0700-1900 166 66 2.5 Radio 6 jazz 0700-1900 40 13 3.2 Radio 538 teen pop 0700-1900 1,934 293 6.6 Sky Radio MOR 0700-1900 970 292 3.3 Q-Music MOR 0700-1900 1,020 205 5.0 Radio Veronica 70/80/90s 0700-1900 845 166 5.1 Radio 10 Gold 60/70/80s 0700-1900 152 84 1.8 Classic FM classical 0700-1900 150 76 2.0 ARROW Classic Rock rock 0700-1900 144 99 1.4 Slam!FM alternative 0700-1900 315 83 3.8 ARROW Jazz FM world music 0700-1900 59 44 1.3 BNR Nieuwsradio news/sport 0700-1900 494 53 9.3 100% NL national music 0700-1900 304 105 2.9 TMF Radio teen pop 0700-1900 75 20 3.8 Main regional ORN news/talk/sport 0700-1900 345 315 1.1 E-Power music young 0700-1900 305 135 2.3 Source: RAB/CLO

Average CPT (all commercial stations): €3.7

192 NETHERLANDS: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser € (000s) Category € (000s) KPN 18,624 Financial services 100,860 Unilever 13,914 Telecom, ICT 67,286 T-Mobile 8,900 Retail 66,298 Rabobank 6,258 Govt./education/non-profit 64,307 Carglass 7,985 Transportation 63,575 Daimler-Chrysler 7,454 Media 44,078 Ziggo 7,246 Business services 38,853 ABN AMRO 6,371 Tourism/hotels & catering 36,537 Vodafone 5,512 Food & drink 29,444 General Motors 5,375 Fuel & chemicals 17,624 Source: Nielsen Media Research Source: Nielsen Media Research

Top radio sales houses (2008) Radio revenue Sales house € (000s) RTL Nederland 160,323 STER 140,541 Telegraaf Media Groep 122,949 Q-Music 76,719 ORN 19,894 Source: Nielsen Media Research

193 NETHERLANDS: OUTDOOR

OUTDOOR

Number of outdoor sites: 22,350 approx.

Type, size and cost of sites Number of Cost per panel Type of display sites Cost (€) Period CBS Outdoor Abri 2,250 99 week CBS Outdoor Billboard 325 850 fortnight JCDecaux Abri 2,750 110 week JCDecaux Billboard 395 1,000 fortnight Hillenaar Abri 1,025 98 week Hillenaar Billboard 475 775 fortnight Brouwer & Partners Abri 1,600 62 week Brouwer & Partners Billboard 40 795 fortnight Interbest (pylon by motorway) 85 10,000-20,000 year Source: Ratecards

194 NETHERLANDS: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (000s) Category € (000s) Unilever 13,111 Media 34,635 KPN 5,857 Food & drink 33,514 T-Mobile 5,715 Tourism/hotels & catering 33,059 Reaal Verzekeringen 4,280 Telecom, ICT 29,037 Radio 538 4,249 Financial services 28,366 Sanoma Uitgevers 4,236 Retail 25,259 Beins 3,974 Transportation 18,610 Beiersdorf 3,620 Govt./education/non-profit 17,910 Samsung Electronics 3,205 Personal care 12,539 Rabobank 3,036 Fashion 10,933 Source: Nielsen Media Research Source: Nielsen Media Research

Top outdoor contractors (2008) Outdoor revenue Contractor € (000s) CBS Outdoor 111,337 JCDecaux 100,430 Interbest 29,793 Source: Nielsen Media Research

195 NETHERLANDS: CINEMA

CINEMA

Number of cinema screens: 564 Source: NVB/NVF 2008

Average cost of a 60 sec. spot per screen per week: €132 Source: Jean Mineur Mediavision

Average CPT: €90

Number of screens used in typical national campaign: 307 Source: Jean Mineur Mediavision

Trend in admissions Admissions Gross takings (mill) € (mill) 2002 24.1 156.5 2003 24.9 163.2 2004 23.0 154.1 2005 20.6 135.2 2006 23.4 155.9 2007 23.1 159.7 2008 23.6 165.1 Source: NVB/NVF 2008

Cinema audience profile Age % under 15 3.9 15-24 21.2 25-34 19.1 35-49 31.5 50+ 24.3 Sex % Male 48.0 Female 52.0 Source: NOM

196 NETHERLANDS: CINEMA

Top ten films (2008) Gross takings Film € (000s) Quantum of Solace 6,692 Mamma Mia! The Movie 6,616 Madagascar: Escape 2 Africa 4,989 The Dark Knight 4,962 The Kite Runner 4,822 Indiana Jones and the Kingdom of the Crystal Skull 4,411 Kung Fu Panda 4,222 Sex and the City: The Movie 3,994 Anubis & het pad de 7 zonden 3,629 Oorlogswinter 3,398 Source: NVB/NVF 2008 Top ten cinema Top cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser € (000s) Category € (000s) Grolsch 1,837.5 Food & drink 5,417.4 Coca-Cola 1,422.5 Fashion 1,354.7 Bacardi 1,369.1 Media 1,331.5 Unilever 610.7 Telecom, ICT 1,323.2 KPN 424.8 Personal care663.2 Nokia 378.7 Tourism/hotels & catering 635.7 Asics 335.3 Financial services 312.1 Adidas 259.6 Govt./education/non-profit 255.6 Nike 222.8 Transportation 167.6 Fortis 197.0 Nielsen Media Research Nielsen Media Research Top cinema owners (2008) Cinema revenue Owner € (000s) Pathé 59,239 Jochem's 14,638 Minerva 12,137 Wolff 21,828 Utopia 8,312 Independents 48,899 Source: NVB/NVF jaarverslag 2008

197 NETHERLANDS: INTERNET

INTERNET

Adult internet users: 11,480,000 (84%)

Adult internet users with home broadband: 10,950,000 (80%)

Typical monthly cost of internet access: €20

Average minutes spent online: 80

Cost of display ads Top ten search keywords Typical cost per thousand Typical cost per click: Type € Keyword € 0.50 Banner 1 hyves Streaming video 12 youtube Source: Zed Digital NL marktplaats online google you tv hotmail weer msn Source: Zed Digital NL

Internet user profile Age % 13-14 3.4 15-24 16.1 25-34 15.6 35-54 30.4 55-64 23.5 65+ 11.1 Sex % Male 50.5 Female 49.5 Social class Index Low 83 Middle 101 High 113 Source: NOM

198 NETHERLANDS: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Favourite search Site per month Search engine engine (%) Hyves 7,511 Google 93 Marktplaats 5,902 Bing 4 Startpagina 4,772 Yahoo 2 De Telefoongids 4,346 Vinden.nl 1 MSN 4,099 Source: Zed Digital NL Omroep.nl 3,317 Telegraaf.nl 3,212 Web-log 3,077 Zylom 2,750 NOS 2,649 Source: STIR December 2008 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser € (000s) Category € (000s) Unilever 6,491 Financial services 32,652 KPN 6,294 Telecom, ICT 30,614 GSMWeb.nl 4,478 Media 27,023 DSB Voorschotbank 3,997 Tourism/hotels & catering 25,036 ABN AMRO Bank 3,137 Retail 22,158 Nationale Postcode Loterij 2,893 Transportation 19,099 Vodafone 2,699 Business services 16,441 T-Mobile 2,586 Govt./education/non-profit 15,607 Clicks 4 Sales 2,288 Other products and services 14,715 ING Bank 2,286 Food and drink 10,531 Source: Nielsen Media Research Source: Nielsen Media Research Top ten internet Top ten internet owners (Dec 2008) sales houses (Dec 2008) Monthly reach Monthly reach Owner all 13+ (%) Sales house all 13+ (%) Hyves 55.2 AdLINK 56.4 Ilse Media 54.6 Hyves 55.2 Publieke Omroep 54.5 Ilse Media 54.6 Marktplaats 43.9 Publieke Omroep 54.5 Telegraaf 37.4 Marktplaats 43.9 Telefoongids 32.0 WebAds 43.3 Microsoft 30.1 Semilo 40.8 RTL 25.8 Telegraaf 37.4 Wegener 22.0 IMnetworks 35.3 PCM 21.2 Telefoongids 32.0 Source: STIR Dec 2008 Source: STIR Dec 2008

199 NETHERLANDS: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 66.2 94.0 97.6 Newspapers 66.3 80.1 89.8 Magazines - 91.7 94.9 Radio 70.8 93.4 - Cinema - 3.8 11.8 Internet 50.0 80.0 85.0 Source: Spot, SKO, CLO, RAB, STIR, NOM OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (000s) Category € (000s) Unilever 246,287 Retail 1,215,966 KPN 124,195 Food & drink 846,430 Procter & Gamble 88,280 Financial services 546,510 L'Oréal 71,062 Tourism/hotels & catering 491,004 Albert Heijn 63,078 Telecom, ICT 490,831 Beiersdorf 51,981 Personal care 483,982 Lidl 49,008 Transportation 408,535 Mars 48,722 Govt./education/non-profit 399,718 Reckitt Benckiser 46,585 Media 336,623 Kras 44,163 Business services 174,529 Source: Nielsen Media Research Source: Nielsen Media Research

200 NORWAY: ECONOMIC DATA

NORWAY ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 5.64 NKr at 2008 rate

Gross Domestic Product (NKr billion) at current prices 1,537 1,532 1,594 1,743 1,946 2,160 2,277 2,538 % change 3.8 -0.3 4.0 9.4 11.6 11.0 5.4 11.5 at 2008 prices 1,741 1,714 1,740 1,894 2,081 2,258 2,364 2,538 % change 0.7 -1.5 1.5 8.9 9.9 8.5 4.7 7.3

Gross Domestic Product per capita (NKr 000s) at current prices 340.0 337.5 348.8 378.9 419.3 461.4 482.4 532.0 at 2008 prices 385.2 377.6 380.7 411.7 448.5 482.5 500.9 532.0

Gross Domestic Product (US$ billion) at current prices 272.5 271.7 282.6 309.0 345.0 382.9 403.7 450.0 at 2008 prices 308.7 304.0 308.5 335.8 369.0 400.4 419.2 450.0

Gross Domestic Product per capita (US$) at current prices 60,287 59,843 61,837 67,185 74,350 81,817 85,539 94,334 at 2008 prices 68,306 66,957 67,506 73,002 79,530 85,556 88,811 94,334

Population Millions 4.5 4.5 4.6 4.6 4.6 4.7 4.7 4.8

Consumer Price Index 2008=100 88.3 89.4 91.6 92.0 93.5 95.6 96.3 100.0 % change 3.0 1.3 2.5 0.5 1.6 2.3 0.7 3.8

Ad.spend as a % of GDP 0.84 0.87 0.96 1.00 1.08 1.07 0.63 0.57

Advertising Expenditure Growth (%) at current prices -0.8 3.6 14.9 12.9 20.8 10.5 -38.3 0.5 at 2008 prices -3.7 2.3 12.1 12.4 18.9 8.0 -38.8 -3.2 Source: IFS, ZenithOptimedia

201 NORWAY: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in NKr (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 10,885 5,278 1,325 3,413 546 135 188 - 1999 11,798 5,384 1,409 3,779 669 130 257 170 2000 13,026 5,557 1,548 4,630 604 124 263 300 2001 12,921 5,641 1,597 4,572 500 127 249 235 2002 13,383 5,930 1,601 4,458 649 120 375 250 2003 15,371 6,949 1,765 4,916 698 143 575 325 2004 17,359 8,033 1,929 5,196 941 147 658 455 2005 20,962 9,102 2,002 5,696 1,141 162 759 2,100 2006 23,155 9,836 2,086 5,923 1,124 173 894 3,119 2007 14,278 7,655 649 3,050 547 127 494 1,756 2008 14,346 7,374 642 3,175 596 143 547 1,869

Advertising expenditure in NKr (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 13,400 6,497 1,632 4,201 672 166 231 - 1999 14,194 6,478 1,696 4,547 804 156 309 205 2000 15,202 6,485 1,807 5,403 705 145 306 350 2001 14,640 6,391 1,809 5,180 567 144 282 266 2002 14,974 6,635 1,791 4,988 726 134 420 280 2003 16,780 7,586 1,927 5,367 762 156 628 355 2004 18,862 8,729 2,096 5,646 1,022 160 715 494 2005 22,422 9,736 2,141 6,093 1,220 173 812 2,246 2006 24,213 10,285 2,181 6,194 1,175 181 935 3,262 2007 14,824 7,948 674 3,167 568 132 513 1,823 2008 14,346 7,374 642 3,175 596 143 547 1,869 Source: AC Nielsen Notes: 1. Before discounts to 2006; after discounts from 2007 2. Excludes classified advertising to 2006; includes from 2007 3. Excludes production costs 4. Excludes agency commission 5. Magazines include business magazines 6. Internet includes display/classified/search to 2006; excludes search from 2007

Main advertising restrictions Tobacco/alcohol: Banned. Pharmaceutical: Some limitations. Children's: Some limitations. Political: Some limitations.

202 NORWAY: POPULATION

POPULATION

Land area (km²) 304,282 Capital city Oslo Language Norwegian Currency Krone Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 497 473 971 16-24 275 262 537 25-34 313 305 618 35-44 365 348 713 45-54 324 311 635 55-64 289 281 570 65+ 297 396 693 Total 2,360 2,377 4,737 Source: Statistics Norway

Adult (15+) status Male Female Total (000s) (000s) (000s) AB 273 144 417 C1 457 445 902 C2 218 243 461 D 208 245 453 E 739 858 1,597 Total 1,895 1,935 3,830 Source: Mmims Norsk Medieindeks 2008.2

Definition of adult status AB = higher and intermediate managerial C1 = supervisory/clerical C2 = skilled manual D = semi and unskilled manual E = subsistence/inactive/students/pensioners/unemployed

203 NORWAY: TELEVISION

TELEVISION

Number of households: 2,105,000

Number of television households: 2,105,000 (100%)

Television homes with: Colour 100.0% VCR 55.0% DVD 71.0% PVR/DVR 12.7% Multiset 36.0% Cable (connection) - total 49.3% Digital cable (connection) 30.3% Satellite dish (DTH) - total 33.0% Source: TNS Gallup

TV licence cost (per year): NKr 2,600

Average minutes viewed per day per adult: 174

Average pay-TV subscription cost Average monthly subscription NKr Cable (digital) 230 DTH (digital) 180 DTT 260 IPTV 300 Source: TNS Gallup

204 NORWAY: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial NRK1 100.0 18 - NRK2 95.8 11 - NRK3 95.3 11 - Commercial TV2 98.6 24 1,380 TV2 Zebra 80.6 24 1,300 TVNorge 94.3 24 1,400 FEM 57.2 20 1,365 TV3 84.1 22 1,300 Viasat 4 60.5 22 1,300 MTV 59.7 24 680 Discovery Channel 75.1 24 680 Source: TNS Gallup Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time NKr (000s) NKr TV2 1800-2300 73,676 326 226.0 TV2 Zebra 1800-2300 5,198 23 226.0 TVNorge 1800-2300 18,531 87 213.0 FEM 1800-2300 852 4 213.0 TV3 1800-2300 8,319 43 193.5 Viasat 4 1800-2300 1,741 9 193.5 MTV 1800-2300 168 2 84.1 Discovery Channel 1800-2300 1,051 11 95.6 Source: TNS Gallup

Average CPT (all commercial channels): NKr 200

205 NORWAY: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults NKr (mill) Non-commercial NRK1 32.4 33.9 - NRK2 3.4 3.6 - NRK3 1.9 1.9 - Commercial TV2 25.3 25.2 3,972.4 TV2 Zebra 3.0 2.9 257.1 TVNorge 8.3 7.9 1,440.2 FEM 1.5 1.5 126.4 TV3 6.2 5.9 1,196.5 Viasat 4 2.4 2.1 421.5 MTV 0.3 0.2 - Discovery Channel 1.9 1.8 109.6 Source: TNS Sofres TVMP, Nielsen Media Research

Top ten television programmes (2008) Adult Programme Channel TVR Eurovision Song Contest 2008: Finale NRK 42.2 Kvelden før kvelden NRK 38.5 Nytt på nytt NRK 38.4 Euro 2008: Germany v. Spain TV2 34.9 Idrettsgalla 2008 NRK 34.2 Den store reisen NRK 32.5 Jakten på kjærligheten TV2 31.3 Handball EM: Norway v.Croatia TV2 30.8 Farmen TV2 29.2 Senkveld med Thomas og Harald TV2 28.5 Source: TNS Sofres TVMP

206 NORWAY: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser NKr (mill) Category NKr (mill) Lilleborg 243.2 Chains 992.6 L'Oréal 141.0 Retail 769.5 Universal Music 110.1 Telecoms 727.9 Elkjop 102.2 Music 421.9 Procter & Gamble 101.0 Packaged food 336.6 Tine 100.6 Cars 279.2 Norsk Tipping 98.1 TV/radio stations 246.9 Canal Digital Norge 94.4 Lottery 231.9 Stabburet 92.1 Fresh food 207.7 Tele2 Norge 88.5 Information & services 203.2 Source: AC Nielsen Media Reseach Source: AC Nielsen Media Reseach

Top television Top television owners (2008) sales houses (2008) TV revenue TV revenue Owner NKr (mill) Sales house NKr (mill) TV2 3,972.4 TV2 Gruppen 4,229.5 TVNorge 1,440.2 SBS 1,566.6 TV3 1,196.5 Viasat 1,618.0 TV2 Zebra 257.1 Discovery 109.6 Viasat 4 421.5 MTV - Discovery Channel 109.6 Source: AC Nielsen Media Reseach FEM 126.4 MTV - Source: AC Nielsen Media Reseach

207 NORWAY: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) NKr NKr NKr VG Lørdag 378 1,315 285,200 216.9 285,200 VG (Mon-Fri) 284 1,126 232,800 206.7 232,800 Aftenposten Lørdag 280 718 187,346 260.8 187,346 Aftenposten Morgen (Mon-Fri) 248 760 181,890 239.2 181,890 VG Søndag 240 804 193,050 240.1 193,050 Aftenposten Søndag 216 541 163,701 302.6 163,701 Dagbladet Lørdag 209 925 159,226 172.1 159,226 Aftenposten Aften 125 354 87,000 245.4 87,000 Dagbladet (Mon-Fri) 123 553 117,560 212.6 117,560 Dagbladet Søndag 107 418 91,136 218.0 91,136 Byavisa 92 87 31,900 366.5 31,900 BT (mon-Sat) 86 250 106,525 426.7 106,525 Dagens Næringsliv Lørdag 83 327 145,350 444.1 145,350 Dagens Næringsliv (Mon-Fri) 83 298 127,500 427.3 127,500 BT Søndag 83 208 67,550 325.3 67,550 Adresseavisen 77 222 112,759 508.3 112,759 Østkantavisa 69 51 32,000 628.5 32,000 Stavanger Aftenblad 66 175 72,124 411.1 72,124 Lokalavisen Groruddalen 54 53 32,000 604.9 32,000 Fædrelandsvennen 41 114 58,982 515.5 58,982 Drammens Tidende (Mon-Sat) 39 108 47,350 437.2 47,350 Romerikes Blad 38 111 46,000 415.6 46,000 Drammens Tidende Søndag 38 85 47,350 554.3 47,350 Sunnmørsposten 33 94 51,000 545.1 51,000 Haugesunds Avis 32 79 41,984 534.0 41,984 Tønsbergs Blad 30 77 43,915 572.0 43,915 Dagsavisen 29 117 36,500 311.1 36,500 Budstikka 28 76 40,375 528.7 40,375 Bergensavisen (Mon-Sat) 27 102 40,100 391.7 40,100 Nordlys 27 92 42,525 462.8 42,525 Hamar Arbeiderblad 27 69 44,589 649.2 44,589 Oppland Arbeiderblad 27 77 40,675 527.8 40,675 Gudbrandsdølen Dagningen 26 74 37,650 507.3 37,650 Vårt Land 26 97 41,700 431.8 41,700 Bergensavisen Søndag 26 75 34,600 459.1 34,600 Varden 26 73 46,550 634.1 46,550 Finansavisen (Mon-Fri) 25 100 55,000 547.6 55,000 Finansavisen Lørdag 25 98 53,000 543.5 53,000 Avisa Nordland 24 69 34,589 500.6 34,589 Agderposten 23 65 37,250 570.2 37,250

208 NORWAY: NEWSPAPERS

Newspapers cont. Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) NKr NKr NKr Trønder-Avisa 23 73 32,206 443.9 32,206 Fredriksstad Blad 23 61 42,611 702.9 42,611 Telemarksavisa 22 69 37,770 546.5 37,770 Morgenbladet 22 88 29,900 340.0 29,900 Østlendingen 19 59 47,250 803.6 47,250 Romsdals Budstikke 18 47 30,750 658.9 30,750 Nationen 16 69 25,500 369.8 25,500 Firda 14 46 35,000 764.3 35,000 Klassekampen 12 59 19,780 332.6 19,780 Rogalands Avis 11 53 32,200 607.1 32,200 Nordstrands Blad Torsdagsutgave 6 58 44,000 762.6 44,000 Source: TNS Gallup Forbruker & Media 09/1

Average CPT (B/W): NKr 317.9

209 NORWAY: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser NKr (mill) Category NKr (mill) Coop OBS 126.6 Chains 2,805.1 Rema 1000 122.1 Retail 1,574.2 Thon Shopping 118.2 Entertainment 1,179.9 Meny 117.9 Information & services 1,076.2 Expert 110.4 Cars 1,068.4 Spar 105.9 Travel & transport 641.9 Moller Bil 98.9 Education 377.7 Plantasjen 94.0 Office/computer accessories 366.0 Coop Mega 90.0 Provisions 301.3 Byggmakker 83.3 Finance 272.5 Source: AC Nielsen Media Reseach Source: AC Nielsen Media Reseach

Top ten newspaper owners (2008) Newspaper revenue Owner NKr (mill) VG 1,089.4 Aftenposten morgen 828.5 Dagbladet 671.5 Bergens Tidende 652.0 Stavanger Aftenblad 431.8 Aftenposten Aften 425.5 Adresseavisen 412.7 Dagens Naeringsliv 297.2 Faedrelandsvennen 288.0 Budstikka (Asker) 193.7 Source: AC Nielsen Media Reseach

210 NORWAY: MAGAZINES MAGAZINES Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT bm=bimonthly Circulation readership Colour Colour Title (000s) (000s) NKr NKr Women's Se og Hør Tirsdag (w) 214 1,006 95,000 94.4 Hjemmet (w) 194 725 79,500 109.7 Se og Hør Weekend (w) 165 631 55,000 87.2 Her og Nå (w) 147 602 44,300 73.6 Familien (f) 119 468 41,500 88.7 Norsk Ukeblad (w) 111 521 65,000 124.8 Vi over 60 (m) 92 401 36,700 91.5 Allers (w) 77 384 41,500 108.1 Kamille (f) 51 213 42,200 198.1 Det Nye (m) 46 296 58,900 199.0 KK (w) 44 273 49,900 182.8 Tara (m) 39 124 37,000 298.4 I Form (f) 36 232 37,500 161.6 Henne (m) 36 188 53,000 281.9 Elle (m) 32 174 58,000 333.3 Costume (m) 32 80 49,000 612.5 D! (m) 30 127 27,500 216.5 C! (m) 30 133 19,900 149.6 Bedre Helse (m) 29 167 25,700 153.9 Det gode liv (bm) - 80 17,900 223.8 Men's Vi menn (w) 89 533 59,500 111.6 Norsk Golf (m) 77 128 41,000 320.3 Illustrert Vitenskap (m) 75 620 53,000 85.5 FHM (m) 51 237 54,000 227.8 Bil (m) 46 310 29,000 93.5 Autofil (m) 31 198 44,000 222.2 Auto, Motor og Sport (m) 20 99 36,000 363.6 Jakt (m) 20 104 21,400 205.8 Mann (m) 17 112 38,900 347.3 National Geographic (m) 16 218 36,000 165.1 Jakt og Fiske (m) - 331 31,000 93.7 Teknisk Ukeblad (w) - 290 49,900 172.1 Teenage Topp (m) 48 121 32,000 264.5 mag. (m) 34 128 31,500 246.1 Woman (m) 32 111 45,000 405.4 Cosmpolitan (m) 25 102 38,000 372.5 Business Dine Penger (m) - 407 57,500 141.3 Kapital (bw) - 284 57,900 203.9 Økonomisk Rapport (m) - 122 30,500 250.0 Source: Mmims Norsk Medieindeks 2008.2 Average CPT (Colour): NKr 152.6

211 NORWAY: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser NKr (mill) Category NKr (mill) L'Oréal 55.7 Health/pharmaceuticals 125.2 Lilleborg 33.9 Chains 120.4 Hjemmet Mortensen 29.5 Cosmetics 118.8 Aller 19.6 Clothes 77.0 Mymob 18.5 Telecoms 66.8 Tine 16.9 Newspapers/magazines 62.4 Procter & Gamble 16.4 Packaged food 57.5 Aspiro 15.9 Cars 56.0 Gilde 15.8 Furniture 43.3 Stabburet 15.5 Travel & transport 42.5 Source: AC Nielsen Media Reseach Source: AC Nielsen Media Reseach

Top ten magazine Top magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner NKr (mill) Sales house NKr (mill) Se Og Hor 120.9 Hjemmet Mortensen 656.9 KK 91.6 Aller Media 494.0 Norsk Ukeblad 82.2 Others 196.6 Hjemmet 67.9 Bonnier Media (MMK) 140.7 Vi Menn 59.0 Moma Publishing 75.0 Henne 56.6 Source: AC Nielsen Media Reseach Elle 53.8 Kamille 53.4 Det Nye 48.3 Her Og Na 45.9 Source: AC Nielsen Media Reseach

212 NORWAY: RADIO

RADIO

Number of commercial radio stations: 2 national, 1 regional Source: ZenithOptimedia

Average daily listening minutes per adult: 92 Source: TNS Gallup

Costs/audiences Peak rate Peak (30 sec) Station Type time NKr National P4 music/talk 0600-1000 & 1400-1800 4,713 Radio Norge music/talk 0600-1000 & 1400-1800 4,713 Main regional Radio 1 music 0600-2200 7,257 Source: Radio stations

Average CPT (all commercial stations): NKr 112

213 NORWAY: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser NKr (mill) Category NKr (mill) Norsk Tipping 35.3 Information & services 266.9 Eniro 32.8 Chains 226.8 Joker 29.0 Office/computer accessories 160.6 Opplysningen 28.6 Retail 109.5 VG 28.2 Music 93.4 Statoil Detalj 27.3 Cars 67.2 Norgesgruppen Convenience 26.9 Entertainment 65.4 Expert 25.3 Newspapers/magazines 64.9 Shell 23.8 Oil/gas 52.3 Viking Redningstjeneste 22.8 Travel & transport 51.0 Source: AC Nielsen Media Reseach Source: AC Nielsen Media Reseach

Top ten radio owners (2008) Radio revenue Owner NKr (mill) P4 Radio Hele Norge 810.3 Radio Norge 165.7 Radio 1 Oslo 110.8 Radio 1 Bergen 93.3 Radio 1 Trondheim 38.7 KanalL 24 36.3 Radio 1 Stavanger 22.0 Voice Oslo 21.9 NRJ Oslo 13.3 Klem FM 8.7 Source: AC Nielsen Media Reseach

214 NORWAY: OUTDOOR

OUTDOOR

Number of outdoor sites: 36,930

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month NKr City backlite 72 14,444 City columns 90 18,667 Abribus/eurosize 6,706 4,685 Pillars 670 3,966 Boards 2,118 4,396 Backlite boards 82 4,396 Transport Roof panels metro 4,000 340 Roof panels bus 2,600 177 Roof panels tram new 450 622 Roof panels tram old 800 300 Interior wall panels tram 5,000 232 Weekly posters bus 12,400 224 Megasides bus 60 12,800 Queenside bus 350 7,467 Superback bus 360 15,528 Oslo back bus 100 2,133 XL back bus 500 3,100 Superside tram new 60 5,100 Superside tram old 60 5,100 Queenside tram 60 8,500 Banners Oslo Central Station (NSB boards) 60 10,033 Metrobanner (200 kvm) 20 80,000 Metro station domination 39 25,641 Entrance impact (500 kvm) 8 83,333 Platform banners (Valkyrien) 2 170,000 Shopping mall banner (750 kvm) 30 50,670 Airport Profile towers 16 108,333 Megabanner 40 50,000 Mega mega banner 2 266,666 Backlite boards p-hus 12 11,111 Digital banners 49 4,251 Source: JCDecaux, Clear Channel

215 NORWAY: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser NKr (mill) Category NKr (mill) Sony Ericsson Mobile 27.3 Telecoms 138.5 Coca-Cola 26.6 Chains 87.8 Telenor Djuice 22.7 Information & services 61.4 Tine 22.7 Retail 59.9 Lilleborg 20.0 Soft drinks 57.1 Din Sko 15.5 Sponsorship 54.3 Expert 15.2 Travel & transport 45.0 Travel Retail 14.3 Entertainment 43.8 Rikstv 14.2 Packaged food 36.8 Norwegian Air Shuttle 14.1 TV/radio stations 35.1 Source: AC Nielsen Media Reseach Source: AC Nielsen Media Reseach

Top outdoor contractors (2008) Outdoor revenue Contractor NKr (mill) JCDecaux 463.5 Clear Channel 456.0 Cart Media 82.6 Source: AC Nielsen Media Reseach

216 NORWAY: CINEMA

CINEMA

Number of cinema screens: 662 Source: Capa Kinoreklame

Number of screens used in typical national campaign: 204 Source: Capa Kinoreklame

Trend in admissions Admissions Gross takings (mill) NKr (mill) 2004 12.0 782.1 2005 11.3 783.5 2006 12.0 852.0 2007 10.8 791.2 2008 11.8 917.7 Source: Film & Kino Årbok

Cinema audience profile Age % 16-24 20.9 25-34 21.8 35-49 29.1 50+ 24.3 Sex % Male 50.6 Female 49.4 Yearly income (NKr) % under 100,000 11.4 200,000-299,000 16.0 300,000-399,000 24.0 400,000+ 27.0 Source: Mmims Norsk Medieindeks 2008.2

217 NORWAY: CINEMA

Top ten films (2008) Gross takings Film NKr (000s) Mamma Mia! 90,587 Quantum of Solace 43,423 The Dark Knight 36,496 Max Manus 34,783 Kautokeino-opprøret 25,364 Indiana Jones and the Kingdom of the Crystal Skull 28,122 Sex and the City 27,430 Kung Fu Panda 21,410 WALL-E 295 Lange Flate ballær 293 Source: Capa Kinoreklame

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser NKr (mill) Category NKr (mill) Diverse Annonsorer 24.3 Retail 32.6 Coca-Cola 6.5 Telecoms 29.1 Chess Communication 6.2 Soft drinks 15.3 Norsk Tipping 6.1 Confectionery 12.9 Ringnes 4.6 Sports 12.5 Valora Trade 4.3 Finance 11.0 Lilleborg 4.3 Information & services 10.3 Netcom 4.0 Chains 10.2 Telenor Djuice 4.0 Packaged food 10.0 One Call 3.8 Education 9.2 Source: AC Nielsen Media Reseach Source: AC Nielsen Media Reseach Top cinema owners (2008) Cinema revenue Owner NKr (mill) Capa Kinoreklame 202.5 Media Direct 29.3 Source: AC Nielsen Media Reseach

218 NORWAY: INTERNET

INTERNET

Homes with internet connection: 1,726,100 (82.0%)

Adult internet users: 3,316,000 (88.1%)

Adult internet users with home broadband: 2,885,000

Typical monthly cost of internet access: €40

Average minutes spent online Per day Adults Total 92 Source: Synovate MMI 2008.2

Cost of display ads Typical cost per thousand Type NKr Banner 150 Button 50 Dominans (ie all banners) 250 Source: TNS Gallup

Internet demographic profile Age % 16-24 99.7 25-34 98.7 35-54 95.5 55-64 86.0 65+ 47.6 Sex % Male 90.4 Female 82.9 Class % Upper 96.5 Upper-middle 98.7 Middle 94.7 Lower-middle 80.7 Lower 75.6 Source: Synovate MMI 2008.2

219 NORWAY: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Site per week (000s) Search engine VG 3,113 Google MSN 2,203 Windows live Dagbladet 1,930 Yahoo Startsiden 1,864 Kvasir NRK 1,545 ABCsøk Gule Sider 1,508 Bing Finn 1,414 Source: alexa.com, rank based on PI Sol 1,188 Nettavisen 1,023 Aftenposten 994 Source: TNS Gallup Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser NKr (000s) Category NKr (000s) SAS 94,995 Finance 388,393 Telenor 76,360 Travel & transport 386,963 Hotels.com 75,524 Telecoms 225,206 Real Finans 58,894 Electronics 182,113 Sos-Barnebyer 48,278 NGO 118,849 One.com 40,261 Cars 111,034 Netcom 34,132 Food & drink 94,119 Hjemmet Mortensen 34,086 Music/film 93,188 Color Line 34,060 Search/yellowpages 89,407 Gjensidige 30,328 Software 70,626 Source: AC Nielsen Media Reseach Source: AC Nielsen Media Reseach Top ten internet Top ten internet owners (2008) sales houses (2008) Internet revenue Internet revenue Owner NKr (000s) Sales house NKr (000s) VG.no 489,581 Schibsted 831,072 Dagbladet.no 345,139 Dagbladet 345,139 Sol.no 271,871 Startsiden 314,971 NRK.NO 271,728 Sol 271,871 Startsiden.no 262,936 NRK 271,728 MSN.no 174,918 Microsoft 174,918 Aftenposten.no 171,237 Aller 136,430 Adlink.no 85,784 Adlink 85,784 E24.no 85,201 Nettavisen 79,857 MNO.no 63,695 Dagens næringsliv 59,173 Source: AC Nielsen Media Reseach Source: AC Nielsen Media Reseach

220 NORWAY: MEDIA REACH/OVERALL MEDIA REACH

% reach by medium (adults) Daily Weekly Monthly Conventional television94.1 97.4 - Newspapers71.9 85.2 - Magazines24.8 54.1 - Radio79.6 87.2 - Outdoor- 80.1 - Cinema1.2 8.9 14.1 Internet72.2 83.7 - Source: Mmims Norsk Medieindeks 2008.2 OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser NKr (mill) Category NKr (mill) Lilleborg 334.4 Chains 4,953.1 Elkjop 257.1 Retail 1,850.1 Coop OBS 233.5 Cars 1,448.6 Tine 228.2 Entertainment 1,311.2 Expert 222.9 Telecoms 1,309.7 L'Oréal 203.4 Information & services 1,108.9 Norsk Tipping 196.7 Packaged food 548.6 Moller Harald 189.9 Travel & transport 506.0 Spar 189.1 TV/radio stations 480.2 Rema 1000 187.2 Music 476.6 Source: AC Nielsen Media Reseach Source: AC Nielsen Media Reseach Top ten media owners (2008) Media revenue Owner NKr (mill) TV2 3,972.4 TVNorge 1,440.2 TV3 1,196.5 VG 1,089.4 Aftenposten morgen 828.5 P4 Radio Hele Norge 810.3 Dagbladet 671.5 Bergens Tidende 652.0 JCDecaux 463.5 Clear Channel 456.0 Source: AC Nielsen Media Reseach

221 PORTUGAL: ECONOMIC DATA

PORTUGAL ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.68 € at 2008 rate

Gross Domestic Product (€ billion) at current prices 129.3 135.4 138.6 144.1 149.1 155.4 163.2 166.1 % change 5.8 4.7 2.3 4.0 3.5 4.2 5.0 1.8 at 2008 prices 156.9 158.7 157.3 159.8 161.6 164.0 167.5 166.1 % change 1.3 1.2 -0.9 1.5 1.2 1.5 2.1 -0.8

Gross Domestic Product per capita (€ 000s) at current prices 12.6 13.1 13.3 13.7 14.1 14.7 15.3 15.6 at 2008 prices 15.3 15.3 15.1 15.2 15.3 15.5 15.7 15.6

Gross Domestic Product (US$ billion) at current prices 189.3 198.3 202.9 211.0 218.3 227.6 239.0 243.2 at 2008 prices 229.8 232.4 230.4 233.9 236.6 240.1 245.2 243.2

Gross Domestic Product per capita (US$ 000s) at current prices 18.4 19.2 19.5 20.1 20.7 21.5 22.5 22.8 at 2008 prices 22.4 22.5 22.1 22.3 22.4 22.7 23.0 22.8

Population Millions 10.3 10.4 10.4 10.5 10.6 10.6 10.6 10.7

Consumer Price Index 2008=100 82.4 85.3 88.1 90.2 92.3 94.8 97.5 100.0 % change 4.4 3.5 3.2 2.4 2.3 2.7 2.8 2.6

Ad.spend as a % of GDP 0.70 0.61 0.61 0.63 0.61 0.58 0.58 0.56

Advertising Expenditure Growth (%) at current prices -6.2 -8.8 2.2 7.0 1.0 -1.1 3.6 -1.1 at 2008 prices -10.2 -11.9 -1.0 4.5 -1.2 -3.7 0.7 -3.6 Source: IFS, ZenithOptimedia

222 PORTUGAL: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in € million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1997 606 56 110 330 46 - 64 - 1998 721 72 134 385 47 4 75 4 1999 870 92 170 455 58 5 86 4 2000 970 99 181 519 62 6 99 5 2001 909 89 160 484 61 7 103 5 2002 829 71 145 445 54 6 103 5 2003 847 69 145 464 54 7 105 4 2004 907 71 146 504 57 7 117 4 2005 916 70 148 517 56 7 114 5 2006 906 67 148 512 52 6 114 7 2007 939 67 150 533 51 6 120 13 2008 928 66 143 529 47 5 119 19

Advertising expenditure in € million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1997 830 77 151 452 62 - 88 - 1998 961 96 179 514 63 6 100 5 1999 1,134 119 222 593 76 7 112 6 2000 1,229 125 229 658 78 8 125 6 2001 1,103 108 194 588 74 8 125 7 2002 972 84 170 521 63 7 120 6 2003 962 78 165 527 61 7 119 5 2004 1,005 79 162 559 63 7 130 5 2005 993 76 161 560 60 7 123 5 2006 956 71 156 541 55 6 121 7 2007 963 69 154 546 52 6 123 13 2008 928 66 143 529 47 5 119 19 Source: ZenithOptimedia Notes: 1. After discounts 2. Excludes production costs 3. Includes agency commission 4. Excludes classified advertising 5. Internet includes all ad formats Main advertising restrictions Tobacco: Banned. Alcohol: Banned on TV and radio between 0700 and 2230. Pharmaceutical: OTC medicines may advertise freely, but prescription medicines may only advertise in trade titles. Children: Children should only appear in ads that directly target children.

223 PORTUGAL: POPULATION

POPULATION

Land area (km²) 91,951 Capital city Lisbon Language Portuguese Currency Euro (€)

Population by age Male Female Total (000s) (000s) (000s) 0-15 848 809 1,657 16-24 752 728 1,480 25-34 789 788 1,576 35-44 736 763 1,499 45-54 643 686 1,329 55-64 525 597 1,122 65+ 708 985 1,693 Total 5,000 5,356 10,356 Source: INE - Censos 2001

Adult status Male Female Total (000s) (000s) (000s) AB 720 660 1,380 C1 1,042 988 2,029 C2 1,274 1,251 2,525 D 933 1,444 2,377 Total 3,968 4,343 8,311 Source: INE - Censos 2001

Definition of adult status AB = top/middle management C1 = skilled workers C2 = unskilled workers D = pensionists, unemployed and other unskilled jobs

224 PORTUGAL: TELEVISION

TELEVISION

Number of households: 3,505,292 * * mainland only; there are also 2,085,000 households in Madeira and the Azores

Number of television households: 3,491,271 (99.6%)

Television homes with: Colour 96.7% VCR 65.9% DVD 56.3% PVR/DVR 18.9% Cable (pass) 76.4% * Cable (connection) - total 26.6% * Digital cable (connection) 10.3% * Satellite dish (DTH) - total 10.5% * Digital satellite dish 6.0% IPTV 4.1% * Source: Anacom Q4 2008; TGI 2008 * includes the mainland, Madeira and the Azores; other figures are mainland only

No TV licence fee

Average minutes viewed per day per adult: 221

Average pay-TV subscription cost Average monthly subscription (€) Cable (analogue) 23.94 Cable (digital) 28.94 DTH (digital) 24.99 IPTV 39.90 Source: Agency records

225 PORTUGAL: TELEVISION

Main channels Technical Ad mins penetration hours of per Channel (%) transmission week Non-commercial (terrestrial) RTP2 99.5 24 - Commercial (terrestrial) RTP 1 99.7 24 1,387 SIC 99.5 24 2,168 TVI 99.4 24 2,607 Commercial (multichannel) SIC Noticias 43.0 24 1,203 SIC Radical 38.6 24 697 RTPN 38.3 24 394 AXN 36.7 24 1,164 Panda 36.1 20 891 RTP Memória 36.0 24 409 Hollywood 35.8 24 389 MTV Portugal 35.2 24 855 SIC Mulher 34.7 24 732 Discovery 33.1 24 789 TV Record 33.1 24 883 People+Arts 31.5 24 841 Historia 30.6 24 912 Fox Life 25.1 24 829 Fox 21.8 19 612 Source: Marktest Audimetria/Mediamonitor

226 PORTUGAL: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € RTP 1 2000-2030 15,230 1,048 14.5 SIC 2100-2130 12,879 934 13.8 TVI 2200-2230 27,102 1,345 20.2 SIC Noticias 2330-2400 2,237 76 29.4 AXN 2330-2400 2,237 67 33.4 Hollywood 2230-2300 1,322 38 35.2 RTPN 2330-2400 207 30 6.9 Fox 2230-2300 1,406 27 52.1 SIC Mulher 2230-2300 998 26 38.2 Panda 2000-2030 1,581 23 69.3 Fox Life 2200-2230 1,239 21 60.4 SIC Radical 2330-2400 848 18 46.6 TV Record 2100-2130 998 16 62.0 RTP Memória 2130-2200 158 15 10.8 People+Arts 2330-2400 181 9 19.8 Discovery 2130-2200 338 8 45.1 MTV Portugal 2230-2300 530 7 71.6 Historia 2230-2300 338 5 67.7 Source: Marktest Audimetria/Mediamonitor

Average CPT (all commercial channels): €18.8

227 PORTUGAL: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults € (000s) Non-commercial RTP2 5.6 4.9 2,791 Commercial RTP1 23.8 25.3 455,640 SIC 24.9 25.0 951,984 TVI 30.5 30.3 1,612,178 Cable and satellite channels 13.8 13.4 308,317 Source: Marktest Audimetria/Mediamonitor (ratecard cost)

Top ten television programmes (2008) Adult Programme Channel TVR Euro 2008: Portugal v Germany TVI 34.5 Euro 2008: Switzerland v Portugal TVI 29.8 Euro 2008 Discussion TVI 28.3 Portugal Cup: Sporting v Benfica SIC 27.0 Portugal Millen. Cup: Sporting v FC Porto TVI 25.3 2010 World Cup Qualifier: Portugal v Albania TVI 24.7 Final da Taça: Os Homens do Jogo SIC 24.0 A Outra TVI 22.5 Euro 2008 Final: Germany v Spain TVI 22.3 Fascinios TVI 21.9 Source: Marktest Audimetria

228 PORTUGAL: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (000s) Category € (000s) Modelo Continente 129,342 Food 483,664 L'Oréal 127,600 Personal care 409,982 Procter & Gamble 121,539 Communication 322,271 Reckitt Benckiser 112,121 Commerce 314,471 Unilever-JM 111,813 Auto 246,891 Optimus Telecomunicações 96,333 Banks and finance 230,584 Vodafone Telecel 79,912 Drinks 217,690 Telecom. Móveis Nacionais 79,429 Home care 178,081 Danone Portugal 70,221 Pharmaceuticals 139,967 Lactogal 68,265 Audiovisual, photo and cinema 101,663 Source: Mediamonitor (ratecard cost) Source: Mediamonitor (ratecard cost)

Top television owners (2008) TV revenue Owner € (000s) TVI 1,612,178 SIC 951,984 RTP 458,431 Zon Multimedia 308,317 Source: Mediamonitor (ratecard cost)

229 PORTUGAL: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) € € € National dailies Correio da Manhã 118 943 8,000 8.5 12,000 Jornal de Notícias 101 909 9,000 9.9 12,600 Record 72 660 5,670 8.6 8,500 Público 42 366 6,630 18.1 7,800 Diário de Notícias 40 305 6,900 22.6 9,660 24 Horas 37 212 4,284 20.2 5,998 O Jogo 32 434 2,970 6.8 4,130 Diário Económico 14 172 4,735 27.5 6,185 Jornal de Negócios 9 135 3,335 24.7 5,000 A Bola - 678 5,680 8.4 8,550 National weeklies Expresso 120 653 17,325 26.5 23,100 Sol 47 214 9,720 45.4 9,720 Ocasião 18 102 1,728 16.9 2,074 Auto Sport 11 91 3,175 34.9 3,175 Semanário Económico 10 108 4,735 43.8 6,185 Free distribution Jornal da Região (weekly) 210 90 6,487 72.1 8,433 Metro (daily) 168 639 9,240 14.5 11,550 Destak (daily) 162 623 6,900 11.1 11,500 Supplements (national weekly) Actual (Expresso) 120 387 3,200 8.3 4,000 Economia (Expresso) 120 382 16,575 43.4 22,100 Emprego (Expresso) 120 300 4,179 13.9 5,850 Espaços & Casas (Expresso) 120 295 3,643 12.3 5,100 Confidencial (Sol) 47 100 7,475 74.8 7,475 Essencial (Sol) 47 117 1,800 15.4 1,800 Fugas (Público) - 225 3,183 14.1 3,745 Inimigo Público (Público) - 305 2,465 8.1 2,900 Ipsilon (Público) - 248 3,740 15.1 4,400 JN Negócios (JN) - 330 8,600 26.1 12,040 Sunday magazines (national) Única (Expresso) 120 472 7,840 16.6 7,840 Tabu (Sol) 47 124 4,025 32.5 4,025 CM Domingo (CM) - 659 5,500 8.3 5,500 Notícias Magazine (DN/JN) - 885 8,900 10.1 8,900 Pública (Público) - 317 5,500 17.4 5,500 Source: Bareme Press Apr-Dec 2008 (Marktest)/APCT (average paid circ.) 2008

Average CPT (B/W): €16.3

230 PORTUGAL: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (000s) Category € (000s) Grupo Banco Espírito nto 8,547.8 Culture and recreation 59,681 Global Noticias Publicacoes 8,408.5 Banks and finance 47,080 Grupo Caixa Geral De Dep. 7,987.4 Auto 45,348 Cofidis 6,753.1 Public services 26,302 Modelo Continente 6,188.4 Paper and publishing 25,678 Vodafone Telecel 5,723.2 Commerce 24,965 Telecom. Móveis Nacionais 5,550.0 Communication 22,662 Santa Casa Da Mis. De Lisboa 5,432.3 Tourism 18,147 Siva 5,074.4 Food 12,946 El Corte Ingles 4,023.9 Media 12,206 Source: Mediamonitor (ratecard cost) Source: Mediamonitor (ratecard cost)

Top ten newspaper Top ten newspaper owners (2008) sales houses (2008) Newspaper revenue Newspaper revenue Owner € (000s) Sales house € (000s) Global Noticias Publicacoes 140,458 Controlinveste 140,458 Presselivre Imprensa Livre 65,369 Cofina 66,972 Sojornal Sociedade Jor. E Edit. 59,362 Grupo Impresa 61,129 Metro News Publicacoes 54,883 Metro News Publicacoes 54,883 Publico Comunicacao Social 31,340 Público Comunicação Social 31,340 Transjornal-Edicoes De Publ. 31,142 Transjornal-Edicoes De Publ. 31,142 St & Sf Sociedade De Publ. 26,187 St & Sf Sociedade De Publ. 26,187 A Tipografica Das Beiras 20,939 A Tipografica Das Beiras 20,939 Edisport Soc. Publ. Desport. 14,751 Edisport Soc. Publ. Desport. 14,751 O Sol E Essencial 12,890 O Sol E Essencial 12,890 Source: Mediamonitor (ratecard cost) Source: Mediamonitor (ratecard cost)

231 PORTUGAL: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly Adult Full page Adult CPT m=monthly bm=bimonthly Circulation readership Colour Colour Title (000s) (000s) € € Science/environment National Geographic (m) 48 376 6,150 16.4 Cooking Mulher Moderna na Cozinha (m) 34 166 3,100 18.7 Teleculinária (w) 20 131 1,500 11.5 Segredos de Cozinha (w) 15 89 1,750 19.7 Cozinha Saudável (m) - 105 2,200 21.0 Saberes e Sabores (m) - 120 2,200 18.3 Culture/shows Blitz (m) 16 95 2,630 27.7 Architecture, decoration & gardening Caras Decoração (m) 21 162 4,430 27.3 Casa Cláudia (m) 15 108 4,320 40.0 Máxima Interiores (m) 15 76 4,200 55.3 Casas de Portugal (bm) 13 114 2,900 25.4 Arquitectura & Construção (bm) 9 126 4,120 32.7 Casa & Jardim (m) - 82 4,250 51.8 Casa Dez (m) - 81 2,995 37.0 Sports/automotive Revista do ACP (m) 186 298 5,400 18.1 Guia do Automóvel (m) 23 146 2,480 17.0 AutoMotor (m) 20 197 5,250 26.6 Turbo (m) 18 183 4,900 26.8 Auto Magazine (m) 10 83 5,100 61.4 Bike Magazine (m) 10 71 2,550 35.9 Motociclismo (m) 8 77 2,980 38.7 Maxi Tuning (m) 8 88 3,150 35.8 Auto Hoje (w) - 114 3,520 30.9 Economics, business & management Exame (m) 23 182 5,100 28.0 Negócios & Franchising (bm) 12 49 2,266 46.2 Women's/fashion Maria (w) 221 537 4,750 8.8 Happy Woman (m) 105 115 5,100 44.3 Telenovelas (w) 94 250 1,150 4.6 Activa (m) 64 182 5,800 31.9 Máxima (m) 53 180 6,200 34.4 Ana (w) 53 152 2,200 14.5 Elle (m) 49 87 5,750 66.1 Lux Woman (m) 46 148 5,650 38.2

232 PORTUGAL: MAGAZINES w=weekly f=fortnightly Adult Full page Adult CPT m=monthly bm=bimonthly Circulation readership Colour Colour Title (000s) (000s) € € Women's/fashion cont. Cosmopolitan (m) 40 130 5,150 39.6 Vogue (m) 31 108 6,250 57.9 Mulher Moderna (w) 11 79 2,300 29.1 Teenager's Bravo (f) 52 58 3,870 66.7 Super Pop (f) 31 39 3,400 87.2 100% Jovem (m) 18 36 2,900 80.6 Fórum Estudante (m) - 74 3,600 48.6 General interest Visão (w) 101 569 7,085 12.5 Unibanco (bm) 101 118 5,020 42.5 Selecções Reader's Digest (m) 91 261 5,500 21.1 Sábado (w) 75 299 6,700 22.4 Super Interessante (m) 36 223 5,700 25.6 Courrier Internacional (m) 19 96 3,250 33.9 Focus (w) 11 96 4,900 51.0 Família Cristã (m) - 61 1,400 23.0 IT Exame Informática (m) 29 229 3,850 16.8 PC-Guia (m) 21 263 3,600 13.7 Bit (m) 8 67 3,500 52.2 Men's Maxmen (m) 47 338 5,360 15.9 FHM (m) 44 298 5,200 17.4 Men's Health (m) 25 88 5,200 59.1 Health & education Saber Viver (m) 55 146 4,500 30.8 Pais & Filhos (m) 25 138 5,700 41.3 Crescer (m) 9 66 4,000 60.6 Farmácia Saúde (m) - 291 4,400 15.1 Saúde e Bem Estar (m) - 150 2,885 19.2 Current affairs Nova Gente (w) 133 442 5,800 13.1 Caras (w) 89 429 5,750 13.4 Lux (w) 62 262 4,500 17.2 Flash (w) 44 125 4,400 35.2 Vip (w) 36 166 3,850 23.2 TV & games TV 7 Dias (w) 149 489 4,400 9.0 TV Guia (w) 79 375 4,300 11.5 TV Mais (w) 68 259 3,130 12.1 Bgamer (m) 13 85 6,000 70.6

233 PORTUGAL: MAGAZINES

w=weekly f=fortnightly Adult Full page Adult CPT m=monthly bm=bimonthly Circulation readership Colour Colour Title (000s) (000s) € € Travel & leisure Tempo Livre (m) 168 242 4,350 18.0 Volta ao Mundo (m) 20 138 5,315 38.5 Rotas e Destinos (m) 16 213 4,350 20.4 Evasões (m) 7 83 4,510 54.3 Children's Visão Júnior (m) 18 58 3,410 58.8 Handwork Linhas & Pontos (m) 5 97 3,400 35.1 ArteIdeias - Um mund. em lav. (m) - 90 3,240 36.0 Bricolage & Decoração (m) - 108 3,240 30.0 Ponto Cruz e Novidades (m) - 87 2,240 25.7 Source: Bareme Press Apr-Dec 2008 (Marktest) / APCT (average paid circ.) 2008

Average CPT (Colour): €24.3

234 PORTUGAL: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (000s) Category € (000s) L'Oréal 13,189 Personal care 36,849 Cofidis 5,644 Paper and publishing 28,295 Tempus Internacional 4,854 Auto 22,378 Banco Cetelem 3,442 Banks and finance 17,612 Unilever-JM 3,145 Jewellery, watches and medals 16,100 Procter & Gamble 3,066 Textiles 15,548 Socosmet 2,944 Cultural and recreation 14,145 Beiersdorf Portuguesa 2,690 Pharmaceuticals 11,886 Mercedes Benz 2,471 IT 9,940 Telecom. Móveis Nacionais 2,287 Personal services 9,727 Source: Mediamonitor (ratecard cost) Source: Mediamonitor (ratecard cost)

Top ten magazine Top ten magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner € (000s) Sales house € (000s) Edimpresa Editora 73,879 Grupo Impresa 75,641 Impala Sociedade Editorial 58,225 Impala 58,225 Edirevistas Socied. Editorial 35,066 Cofina 50,284 Media Capital Edicoes 19,724 Media Capital 19,724 Presselivre Imprensa Livre 15,219 Motorpress 15,299 Motorpress Lisboa 13,449 Hachette Filipacchi/RBA 7,066 Rba Revistas Portugal 6,549 Goody 6,143 Goody 6,143 Baleska Press 4,171 Baleskapress-Public. Marktg. 4,171 Multipublicacoes 4,137 Multipublicacoes 4,137 Entusiasmo Media 4,031 Source: Mediamonitor (ratecard cost) Source: Mediamonitor (ratecard cost)

235 PORTUGAL: RADIO

RADIO

Number of radio households: 3,331,000 (95.0%) Source: Consumer 2006 (Marktest)

Number of commercial radio stations: 3 national Source: GMCS 2 regional 347 local

Average daily listening minutes per adult: 188 Source: Bareme Radio 2nd Half 2008 (Ind. +15)

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time € (000s) € National RFM music 1600-1700 630 352 1.8 R. Renascença Canal 1 news 0800-0900 616 188 3.3 R. Comercial music 0800-0900 689 141 4.9 Others TSF news 0800-0900 1,014 82 12.4 Cidade FM music 1100-1200 257 80 3.2 Mega FM music 1800-1900 238 32 7.4 R. Clube Português news 0800-0900 257 30 8.6 Best Rock FM music 0800-0900 203 7 28.9 Source: Bareme Radio 2nd Half 2008 (Ind. +15)

Average CPT (all commercial stations): €4.3

236 PORTUGAL: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser € (000s) Category € (000s) Grupo Banco Espírito Santo 8,957 Auto 29,903 Santa Casa Da Mis. De Lisboa 5,496 Banks and finance 25,252 Global Noticias Publicacoes 4,380 Commerce 17,161 Modelo Continente 4,294 Culture and recreation 14,716 Vodafone Telecel 3,905 Paper and publishing 14,150 Automoveis Citroen 3,177 Communication 12,658 Telecom. Móveis Nacionais 3,135 Personal services 8,015 Renault Portuguesa 2,931 Pharmaceuticals 5,640 Grupo Banco Com. Português 2,884 IT 5,423 Optimus Telecomunicações 2,774 Public services 5,371 Source: Mediamonitor (ratecard cost) Source: Mediamonitor (ratecard cost)

Top radio Top radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner € (000s) Sales house € (000s) Media Capital 63,225 Media Capital 63,225 RC 38,196 Intervoz + Mega FM 62,608 Cidade FM 16,672 Controlinveste 52,927 RCP 8,358 Source: Mediamonitor (ratecard cost)

Grupo Renascenca 62,608 RFM 45,843 RR 13,770 MEGA 2,995

Controlinveste 52,927 TSF 52,927 Source: Mediamonitor (ratecard cost)

237 PORTUGAL: OUTDOOR

OUTDOOR

Number of outdoor sites: 128,025

Type, size and cost of sites Number of Cost per panel Size of display (cm) sites per month (€) 400 x 300 100 704 800 x 300 2,240 2,196 120 x 176 29,348 344 313 x 230 2,118 660 Others 94,219 - Source: Agency records

238 PORTUGAL: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (000s) Category € (000s) Unilever-JM 12,477 Auto 41,360 Santa Casa Da Mis. De Lisboa 8,836 Drinks 33,161 Unicer-Bebidas de Portugal 8,045 Communication 31,152 Vodafone Telecel 7,899 Commerce 22,838 Optimus Telecomunicações 7,332 Food 19,941 Modelo Continente 6,144 Personal care 16,288 Tempus Internacional 6,122 Culture and recreation 16,002 Coca Cola 5,836 Banks and finance 12,543 Compal 5,625 Paper and publishing 11,915 Telecom. Móveis Nacionais 5,406 Public services 10,050 Source: Mediamonitor (ratecard cost) Source: Mediamonitor (ratecard cost)

Top ten outdoor contractors (2008) Outdoor revenue Contractor € (000s) JCDecaux 137,796 MOP 66,232 Cemusa 66,081 Spectacolor 10,868 Apsmedia 5,223 Grande Ecran 4,480 Fc&F 3,504 Smart Advertising 3,025 Dot One Media 2,328 Painel 1,664 Source: Mediamonitor (ratecard cost)

239 PORTUGAL: CINEMA

CINEMA

Number of cinema screens: 572 Source: ICA

Average cost of a 60 sec. spot per screen per week: €185.92 Source: Screenvision

Average CPT: €37.8 Source: Screenvision, Zon Lusomundo

Number of screens used in typical national campaign: 277 Source: Screenvision

Trend in admissions Admissions Gross takings (mill) € (000s) 2002 19.5 73,214 2003 19.0 74,079 2004 18.7 75,900 2005 15.7 66,337 2006 16.4 68,321 2007 16.3 69,121 2008 16.0 69,895 Source: ICA

Cinema audience profile Age % 15-17 9.9 18-24 27.5 25-34 30.9 35-44 15.5 45-54 9.3 54+ 6.9 Sex % Male 49.1 Female 50.9 Class % A 10.9 B 18.5 C1 31.2 C2 27.8 D 11.6 Source: Bareme Cinema 2008

240 PORTUGAL: CINEMA

Top ten films (2008) Gross takings Film € (000s) Mamma Mia! 3,762 Madagascar: Escape 2 Africa 3,213 Kung Fu Panda 2,639 Indiana Jones and The Kingdom of The Crystal Skull 2,551 Astérix aux Jeux Olympiques 1,888 007 - Quantum of Solace 1,810 Wall-E 1,550 The Dark Knight 1,475 The Mummy: Tomb of The Dragon Emperor 1,228 Journey to The Center of The Earth 1,164 Source: ICA

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser € (000s) Category € (000s) Unicer-Bebidas de Portugal 3,565 Drinks 7,383 Zon Multimedia 3,080 Communication 4,732 Vodafone Telecel 1,550 Public services 1,654 Pepsi-Cola 1,481 Media 1,499 Soc.Ponto Verde 1,087 Banks and finance 1,278 Compal 1,019 Auto 1,276 Telecom. Móveis Nacionais 803 Culture and recreation 1,131 EDP 734 Utilities 734 Grupo Caixa Geral De Depos. 628 Audiovisual, photo and cinema 670 Red Bull 569 Commerce 458 Source: Mediamonitor (ratecard cost) Source: Mediamonitor (ratecard cost) Top cinema owners (2008) Cinema revenue Owner € (000s) Screenvision 20,579 + Cinema 2,848 Source: Mediamonitor (ratecard cost)

241 PORTUGAL: INTERNET

INTERNET

Homes with internet connection: 1,798,215 (51.3%) Homes with broadband connection: 1,083,135 (30.9%) Adult internet users: 4,055,968 (48.8%) Typical monthly cost of internet access: €40 Average minutes spent online (at home, all adults): 21

Cost of display ads Top ten search keywords Cost per month Typical cost per click Type/size (pixels) (€) Keyword (€) MPU (300x250) 60-100 hi5 0.43 Leaderboard (728x90) 40-60 youtube 2.22 Video Ad (300x250) 60-100 hotmail 0.27 Layer 100-180 gmail 0.36 Banner (468x60) 40-60 facebook 0.13 Expandable MPU 120-160 sapo 1.27 Interstitial 150-160 orkut 0.71 Half Banner (234x60) 12-20 record 0.36 Half Banner Extensível * 15-25 tradutor 0.24 Source: Agency records jogos 1.12 * 234x60-300x250 Source: Google

Internet user profile Age % 15-17 8.7 18-24 23.1 25-34 28.8 35-44 18.8 45-54 12.6 55-64 6.6 64+ 1.4 Sex % Male 54.8 Female 45.2 Class % A 10.7 B 20.5 C1 33.6 C2 26.4 D 8.7 Source: Bareme Internet 2008

242 PORTUGAL: INTERNET

Top ten internet sites (2008) Unique visitors Site per month (000s) www.google.pt 2,596 Login.Live.com 2,182 www.google.com 2,144 www.youtube.com 2,048 hi5.com 1,763 images.google.pt 1,478 sapo.pt 1,433 pt.wikipedia.org 1,424 mail.google.com 1,383 microsoft.com 1,119 Source: Markest - Netpanel 3rd Q 2008

243 PORTUGAL: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 82.1 98.3 99.7 Newspapers 40.1 28.6 - Magazines - 31.3 38.6 Radio 55.0 - - Cinema - 6.6 20.1 Internet 39.3 - 50.8 Source: Marktest Audimetria/Mediamonitor, Bareme Cinema 2008, TGI 2008 OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (000s) Category € (000s) Modelo Continente 146,732 Food 529,773 L'Oréal 145,690 Personal care 470,953 Unilever-JM 130,780 Communication 401,601 Procter & Gamble 126,448 Commerce 388,755 Reckitt Benckiser 112,677 Auto 387,157 Optimus Telecom. 110,802 Banks and finance 334,348 Vodafone Telecel 101,051 Drinks 276,102 Telecom. Móveis Nacionais 96,611 Culture and recreation 186,804 Lactogal 72,230 Home care 182,155 Danone 70,767 Pharmaceuticals 173,176 Source: Mediamonitor (ratecard cost) Source: Mediamonitor (ratecard cost) Top ten media Top ten owners (2008) sales houses (2008) Media revenue Media revenue Owner € (000s) Sales house € (000s) TVI 1,612,178 Media Capital 1,695,967 SIC 951,984 Grupo Impresa 1,088,755 RTP 458,431 Grupo RTP 458,431 TV Cabo 308,317 Zon Multimedia 308,317 Global Noticias Publicacoes 143,955 Controlinveste 196,882 JCDecaux 137,796 JCDecaux 137,796 Presselivre Imprensa Livre 80,588 Cofina 117,257 Edimpresa Editora 74,104 MOP 66,232 Cemusa 66,081 Cemusa 66,081 Media Capital Radios 63,225 Grupo Renascenca 62,608 Source: Mediamonitor (ratecard cost) Source: Mediamonitor (ratecard cost)

244 SPAIN: ECONOMIC DATA

SPAIN ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.68 € at 2008 rate

Gross Domestic Product (€ billion) at current prices 681 729 783 841 909 982 1,051 1,095 % change 8.1 7.0 7.4 7.4 8.1 8.0 7.0 4.2 at 2008 prices 853 886 924 963 1,007 1,051 1,094 1,095 % change 4.3 3.9 4.2 4.2 4.6 4.4 4.1 0.1

Gross Domestic Product per capita (€ 000s) at current prices 16.7 17.7 18.7 19.8 21.1 22.5 23.9 24.6 at 2008 prices 20.9 21.5 22.1 22.7 23.4 24.1 24.8 24.6

Gross Domestic Product (US$ billion) at current prices 997 1,067 1,146 1,231 1,331 1,438 1,539 1,603 at 2008 prices 1,249 1,298 1,353 1,409 1,474 1,539 1,602 1,603

Gross Domestic Product per capita (US$ 000s) at current prices 24.5 25.9 27.4 29.0 30.9 33.0 34.9 36.0 at 2008 prices 30.7 31.4 32.3 33.2 34.2 35.3 36.4 36.0

Population Millions 40.7 41.3 41.9 42.5 43.1 43.6 44.1 44.5

Consumer Price Index 2008=100 79.8 82.3 84.8 87.4 90.3 93.5 96.1 100.0 % change 3.6 3.1 3.0 3.1 3.4 3.5 2.8 4.1

Ad.spend as a % of GDP 0.79 0.73 0.70 0.72 0.73 0.73 0.75 0.64

Advertising Expenditure Growth (%) at current prices -3.3 -0.8 2.8 10.5 9.3 8.5 9.6 -10.9 at 2008 prices -6.7 -3.7 -0.2 7.2 5.7 4.9 6.6 -14.4 Source: IFS, ZenithOptimedia

245 SPAIN: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in € million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 4,340 1,431 527 1,731 411 38 198 5 1999 5,046 1,530 675 2,100 466 42 217 15 2000 5,539 1,692 618 2,311 502 55 308 53 2001 5,357 1,594 620 2,151 490 45 407 52 2002 5,316 1,531 590 2,185 485 45 409 72 2003 5,467 1,496 601 2,317 508 48 422 75 2004 6,042 1,584 664 2,676 540 41 442 94 2005 6,601 1,666 675 2,951 610 43 494 162 2006 7,164 1,791 669 3,186 637 42 529 310 2007 7,851 1,894 722 3,468 678 38 568 482 2008 6,998 1,508 617 3,082 641 21 518 610

Advertising expenditure in € million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 5,962 1,965 723 2,378 565 52 272 7 1999 6,775 2,054 907 2,819 626 57 292 20 2000 7,190 2,196 803 2,999 651 72 399 69 2001 6,712 1,997 777 2,695 613 56 509 65 2002 6,463 1,862 717 2,656 590 55 497 87 2003 6,450 1,765 709 2,734 600 56 498 88 2004 6,916 1,813 760 3,063 618 47 506 108 2005 7,310 1,846 747 3,269 675 48 547 179 2006 7,666 1,916 715 3,409 681 45 566 332 2007 8,172 1,972 751 3,610 706 40 591 502 2008 6,998 1,508 617 3,082 641 21 518 610 Source: Duplo, Nielsen, Infoadex Notes: 1. After discounts 2. Excludes agency commission 3. Excludes production costs 4. Excludes classified advertising 5. Magazines excludes directories but includes newspaper supplements

Main advertising restrictions Tobacco: Banned on TV. Alcohol: Only drinks with less than 20% alcohol may advertise on TV. Pharmaceutical: Prescription medicines may not advertise.

246 SPAIN: POPULATION

POPULATION

Land area (km²) 498,980 Capital city Madrid Language Spanish Currency Euro (€) Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 3,721 3,508 7,230 16-24 2,392 2,277 4,669 25-34 4,020 3,755 7,776 35-44 3,996 3,779 7,775 45-54 3,209 3,195 6,404 55-64 2,675 2,809 5,484 65+ 3,091 4,234 7,324 Total 23,104 23,557 46,662 Source: INE

Adult status Male Female Total (000s) (000s) (000s) AB 1,981 1,744 3,725 C1 3,234 3,200 6,434 C2 8,530 8,377 16,907 D 4,529 5,340 9,869 E 1,084 1,444 2,528 Total 19,358 20,105 39,463 Source: EGM 2º Año Móvil 2009

Definition of adult status AB = highest educational and professional levels C1 = high educational level and medium professional level C2 = medium educational and professional levels D = low educational level and medium professional level E = low educational and professional levels

247 SPAIN: TELEVISION

TELEVISION

Number of households: 16,645,000

Number of television households: 16,561,000 (99.5%)

Television homes with: Colour 99.5% VCR 40.7% DVD 73.5% PVR/DVR 8.2% Multiset 62.3% Cable (connection) - total 11.8% Satellite dish (DTH) - total 21.0% Digital satellite dish 9.4% Digital terrestrial television (DTT) 45.8% IPTV 3.3% Source: EGM Hogares 1er Acumulado Móvil 2009

Average minutes viewed per day per adult: 227

Average pay-TV subscription cost Average monthly subscription € Cable (analogue/digital) 28.0 DTH (analogue/digital) 21.0 IPTV 32.9 Source: ZenithOptimedia

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial TVE1 99.8 24 1,379 La 2 99.7 24 1,184 Tele 5 99.6 24 1,612 Antenna 3 99.8 24 1,531 Cuatro 99.5 24 1,451 La Sexta 91.1 24 1,368

248 SPAIN: TELEVISION Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Local C.Sur 19.0 24 704 CS2 18.3 24 229 TV3 25.2 24 752 K3-33 21.4 24 236 ETB1 6.8 24 304 ETB2 7.1 24 785 TVG 6.5 24 716 TVM 17.3 24 888 La Otra 9.6 24 43 C9 19.6 24 864 Punt2 12.9 24 403 CMT 8.3 24 701 TVCAN 4.5 24 725 TVCAN2 1.7 24 26 ATV 3.4 24 529 TPA 2.4 24 193 IB3 4.6 24 644 7RM 3.4 24 164 Source: TNS Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € TVE1 2130-2200 19,500 6,130 3.2 La 2 1630-1700 4,500 783 5.7 Tele 5 2130-2200 2,700 5,765 0.5 Antenna 3 2130-2200 21,750 5,109 4.3 Cuatro 1630-1700 8,250 2,379 3.5 La Sexta 1630-1700 4,940 1,769 2.8 C.Sur 2130-2200 6,990 720 9.7 TV3 2130-2200 16,650 1,066 15.6 ETB2 2130-2200 3,580 235 15.2 TVG 1400-1430 3,300 299 11.0 TVM 2300-2330 5,920 275 21.5 C9 1400-1430 3,600 332 10.8 CMT 2000-2030 860 94 9.2 TVCAN 2200-2230 1,450 146 9.9 ATV 1430-1500 520 57 9.1 TPA 2100-2130 450 15 29.4 IB3 2200-2230 1,200 31 38.8 7RM 2100-2130 1,260 7 177.5 Source: TNS Average CPT (all commercial channels): €4.3

249 SPAIN: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults € (mill) Commercial TVE (TVE1/La 2) 21.4 22.1 596.8 Tele 5 18.1 18.6 919.5 Antenna 3 16.0 15.7 685.4 Cuatro 8.6 8.5 301.8 La Sexta 5.5 5.6 165.0 C.Sur 3.2 3.3 48.1 TV3 2.5 2.6 118.0 ETB (1/2) 1.1 1.1 23.8 TVG 0.9 0.9 24.2 TVM 1.6 1.7 45.1 C9 1.4 1.5 28.4 CMT 0.6 0.6 3.8 TVCAN 0.4 0.4 4.8 ATV 0.3 0.3 2.6 TPA 0.2 0.2 1.5 IB3 0.1 0.1 7.5 7RM 0.1 0.1 2.7 Thematic 13.0 12.1 56.1 Other 4.7 4.6 - Source: TNS

Top ten television programmes (2008) Adult Programme Channel TVR Eurovision vote TVE1 25.7 Football: UEFA Antenna 3 23.6 Eurovision festival TVE1 22.4 Football: Euro 2008 Cuatro 21.2 2008 Debate TVE1 19.4 Football: Euro 2008 Cuatro 18.7 Football: FA Cup Tele 5 17.9 Fotball: Champion's League Antenna 3 15.2 Football: Euro 2008 Cuatro 14.3 Football: Spanish League Tele 5 14.1 Source: TNS

250 SPAIN: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser € (mill) Category € (mill) Telefónica 122.3 Motoring 447.0 Procter & Gamble 110.1 Health & beauty 390.8 L'Oréal 87.1 Food 362.2 Danone 62.1 Telecoms & internet 333.5 Vodafone 54.4 Culture/media 222.6 Volkswagen-Audi 49.6 Retail & restaurants 221.8 Renault 40.0 Financial 208.6 France Telecom 39.4 Drinks 186.0 Johnson & Johnson 39.1 Sports & leisure 116.4 El Corte Inglés 34.4 Public & private services 108.1 Source: Infoadex Source: Infoadex

Top television Top television owners (2008) sales houses (2008) Owner Sales house Sogecable Sogecable Media Grupo Vocento CM Vocento Grupo Godó Publipress Media Unidad Editorial Unidad Editorial Publicidad Telefónica Atres Advertising Grupo Planeta Source: ZenithOptimedia Source: ZenithOptimedia

251 SPAIN: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) € € € National dailies El País 431 2,073 25,620 12.4 32,930 El Mundo 324 1,324 24,500 18.5 31,100 Marca 296 2,699 23,740 8.8 32,330 ABC 252 718 20,638 28.7 26,020 As 230 1,292 14,525 11.2 14,760 El Periódico 218 748 15,915 21.3 16,409 La Vanguardia 202 708 12,890 18.2 15,990 La Razón 154 389 12,615 32.4 17,661 El Mundo Deportivo 99 635 7,405 11.7 8,985 Sport 96 626 6,410 10.2 7,136 Expansión 51 187 9,000 48.1 12,400 Cinco Días 40 83 7,700 92.8 10,150 Regional dailies EL Correo Gallego 115 - 2,800 - 3,500 La Voz de Galicia 103 596 7,718 12.9 10,226 El Diario Vasco 80 306 5,100 16.7 6,120 Público 69 220 10,232 46.5 10,733 La Nueva España 59 351 4,490 12.8 - Diario de Navarra 52 207 4,475 21.6 5,400 Heraldo de Aragón 52 286 4,223 14.8 4,832 Faro de Vigo 40 266 4,070 15.3 5,085 Levante 40 282 4,428 15.7 5,535 Las Provincias 38 167 4,223 25.3 5,309 El Diario Montañés 37 206 4,420 21.5 5,100 La Verdad 37 264 3,931 14.9 5,127 El Norte de Castilla 34 247 3,575 14.5 4,290 Sur 31 199 5,125 25.8 6,150 Información Alicante 30 223 3,976 17.8 4,969 La Provincia 28 174 4,026 23.1 5,032 El Comercio 26 149 3,109 20.9 4,120 Diario de Cádiz 24 151 8,612 57.0 10,765 Canarias 7 24 176 4,022 22.9 5,028 El Día 24 213 1,711 8.0 2,172 Diario de Mallorca 23 116 3,100 26.7 3,870 Hoy Diario de Extremadura 22 176 3,158 17.9 3,790 Diario de Sevilla 21 75 3,771 50.3 4,713 Diario La Rioja 16 115 2,447 21.3 3,056 Córdoba 14 103 2,361 22.9 2,817 Diario de Burgos 13 95 2,084 21.9 2,699

252 SPAIN: NEWSPAPERS

Newspapers cont. Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) € € € Regional dailies cont. Mediterráneo 10 80 1,899 23.7 2,244 La Opinión de Murcia 9 52 2,100 40.4 2,625 La Voz de Cádiz 9 33 1,293 39.2 3,083 Diari de Girona 8 50 2,832 56.6 3,540 El Periódico La Voz de Asturias 8 44 2,990 68.0 3,825 Diario de Jerez 8 48 2,155 44.9 - Diario de Ibiza 7 49 2,238 45.7 2,798 Huelva Información 7 56 2,236 39.9 2,795 El Periódico de Extremadura 7 53 2,040 38.5 2,210 La Opinión de Tenerife 6 36 1,797 49.9 2,306 Free dailies 20 Minutos 789 2,495 30,250 12.1 44,800 Que 741 1,864 30,600 16.4 38,600 ADN 690 1,479 25,990 17.6 36,140 Source: OJD, EGM 2º Año Móvil 2009, Mecos

Average CPT (B/W): €17.2

253 SPAIN: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (mill) Category € (mill) Viajes El Corte Inglés 37.9 Culture/media 200.1 Viajes Marsans 27.3 Travel & tourism 179.1 Volkswagen-Audi 20.2 Motoring 155.5 Telefónica 17.5 Public & private services 145.7 Viajes Iberia 13.9 Retail & restaurants 120.8 El Corte Inglés 13.8 Construction 88.9 Renault 12.1 Financial 81.7 Viajes Halcon 11.0 Telecoms & internet 46.8 Mercedes Benz 10.8 Home 29.3 Automoviles Citroen 10.5 Sports & leisure 24.6 Source: Infoadex Source: Infoadex

Top ten newspaper Top newspaper owners (2008) sales houses (2008) Owner Sales house Grupo Prisa GDM Grupo Vocento CM Vocento G+J GPS Motorpress Ibérica Publipress Media Grupo Godó Unidad Editorial Publicidad Unidad Editorial Zeta Gestión de Medios Grupo Zeta RBA Publiventas RBA Edipress Atres Advertising Hachette Source: ZenithOptimedia Grupo Planeta Source: ZenithOptimedia

254 SPAIN: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly Adult Full page Adult CPT m=monthly Circulation readership Colour Colour Title (000s) (000s) € € Digital + (m) 1,864 3,071 37,000 12.0 Ono (m) 1,032 1,988 15,500 7.8 Pronto (w) 963 3,544 20,200 5.7 Racc Club (m) 635 838 14,200 16.9 Hola (w) 504 2,420 25,475 10.5 Diez Minutos (w) 338 1,433 13,150 9.2 Que Me Dices (w) 270 1,046 10,200 9.8 Saber Vivir (m) 253 1,320 10,750 8.1 Glamour (m) 232 551 16,100 29.2 Mi Bebé y Yo (m) 222 864 12,185 14.1 Muy Interesante (m) 221 2,320 17,000 7.3 Cuore (w) 220 746 10,400 13.9 National Geographic (m) 202 1,500 18,720 12.5 Semana (w) 190 1,331 13,550 10.2 Lecturas (w) 184 1,224 13,890 11.3 Telva (m) 180 414 16,800 40.6 Ser Padres Hoy (m) 173 461 8,500 18.4 El Bebé de Ser Padres (m) 173 283 10,900 38.5 Revista R (m) 171 253 3,800 15.0 Elle (m) 160 632 17,300 27.4 Cosas de Casa (m) 149 727 10,850 14.9 Woman (m) 144 341 16,100 47.2 Mia (w) 142 503 13,500 26.8 Automóvil (m) 141 176 10,500 59.7 Historia National Geographic (m) 136 740 12,320 16.6 Cosmopolitan (m) 135 833 16,800 20.2 Clara (m) 131 427 14,110 33.0 El Mueble (m) 131 1,116 22,250 19.9 Vogue (m) 122 713 17,140 24.0 Interiores (m) 121 234 16,150 69.0 Bravo por ti (f) 117 418 8,450 20.2 Quo (m) 115 1,097 13,100 11.9 Casa Diez (m) 114 552 10,100 18.3 Super Pop (f) 108 461 8,750 19.0 Tp (w) 107 373 6,025 16.2 AR (m) 106 281 12,200 43.4 Fotogramas (m) 93 504 9,600 19.0 Marie Claire (m) 92 253 12,500 49.4 Cocina Fácil (m) 91 665 6,210 9.3 FHM (m) 84 538 13,100 24.3

255 SPAIN: MAGAZINES

Magazines cont. w=weekly f=fortnightly Adult Full page Adult CPT m=monthly Circulation readership Colour Colour Title (000s) (000s) € € Nuevo Estilo (m) 79 387 12,000 31.0 Tu Bebé (m) 78 259 7,530 29.1 Computer Hoy (f) 76 383 8,000 20.9 Computer Hoy Juegos (m) 76 188 7,400 39.4 Nuevo Vale (w) 74 370 5,300 14.3 Casa al Día (m) 69 240 6,710 28.0 Interviu (w) 68 919 15,700 17.1 Micasa (m) 67 483 12,000 24.8 Hobby Consolas (m) 67 335 7,100 21.2 El Jueves (m) 65 670 7,000 10.4 Mente Sana (m) 63 313 9,550 30.5 Personal Computer & Internet (m) 63 202 6,660 33.0 Marca Motor (m) 62 502 9,200 18.3 Viajes Nationalgeographic (m) 62 466 7,900 17.0 Men's Health (m) 60 224 10,665 47.6 Guía del Niño (m) 57 215 6,474 30.1 Emprendedores (m) 56 197 8,100 41.1 Loka Magazine (m) 56 327 8,000 24.5 Cuerpo-mente (m) 55 276 5,380 19.5 Sport Life (m) 55 247 6,480 26.2 Pc Actual (m) 54 317 8,280 26.1 Psychologies (m) 52 282 10,500 37.2 Nintendo Acción (m) 48 249 4,720 19.0 La Aventura de la Historia (m) 48 250 8,375 33.5 Playmania (m) 45 294 6,660 22.7 Historia y Vida (m) 44 237 4,000 16.9 Maxi Tuning (m) 42 595 6,550 11.0 El Mueble Casas de Campo (m) 40 291 5,710 19.6 Labores del Hogar (m) 39 435 7,690 17.7 La Revista 40 (m) 38 535 10,800 20.2 Autovía (m) 37 194 7,900 40.7 Car And Driver (m) 37 244 7,200 29.5 Cinemanía (m) 35 202 9,000 44.6 Playstation (m) 34 491 6,250 12.7 Tiempo (w) 34 213 13,650 64.1 Casa & Campo (m) 33 245 6,984 28.5 Arquitectura y Diseño (m) 33 193 8,050 41.7 Micromanía (m) 31 178 4,850 27.2 Geo (m) 29 337 7,900 23.4 Rolling Stone (m) 28 222 9,200 41.4 Man (m) 28 170 10,625 62.5 Moto Verde (m) 28 307 4,500 14.7 Casa y Jardín (m) 28 179 8,750 48.9

256 SPAIN: MAGAZINES

Magazines cont. w=weekly f=fortnightly Adult Full page Adult CPT m=monthly Circulation readership Colour Colour Title (000s) (000s) € € La Moto (m) 26 181 6,200 34.3 Patrones (m) 26 206 5,300 25.7 Solo Moto 30 (m) 25 252 6,127 24.3 Pc Today (f) 25 207 6,700 32.4 Motociclismo (w) 24 299 8,350 27.9 El Mueble Cocinas y Baños (m) 21 363 8,400 23.1 Muchoviaje (m) 20 195 8,000 41.0 Ciclismo a Fondo (m) 20 206 3,955 19.2 Revista Oficial de la NBA (m) 19 204 - - Autopista (w) 19 222 10,500 47.3 Trofeo Caza (m) 18 191 3,200 16.8 Cocina Ligera y Vida Sana (m) 17 174 4,093 23.5 Mi Jardín Plantas en Casa (m) 14 185 3,393 18.3 Jara y Sedal (m) 14 438 0 0.0 Solo Auto 4X4 (m) 9 186 6,124 32.9 Crecer Feliz (m) 8 223 8,000 35.9 Windows Vista (m) 0 346 5,800 16.8 Viajar (m) 0 272 6,550 24.1 Solo Moto Actual (w) 0 254 5,305 20.9 Bricolaje y Decoración (m) 0 233 3,619 15.5 Source: OJD, EGM 2º Año Móvil 2009, Mecos

Average CPT (Colour): €18.1

257 SPAIN: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser € (mill) Category € (mill) Telephone Publishing 15.7 Health & beauty 82.7 L'Oréal 15.7 Motoring 66.8 Estée Lauder 13.0 Clothing 58.3 Procter & Gamble 9.7 Home 52.7 El Corte Inglés 9.1 Culture/media 51.8 Volkswagen-Audi 6.6 Retail & restaurants 42.4 LVMH 4.5 Personal goods 33.5 Chanel 4.2 Public & private services 28.7 Telefónica 4.1 Sports & leisure 28.4 BDF Nivea 3.5 Foods 21.9 Source: Infoadex Source: Infoadex

Top magazine Top magazine owners (2008) sales houses (2008) Owner Sales house Grupo Edipress/Hymsa CMXXI Grupo Godó GDM Grupo Prisa Atres advertising Grupo Recoletos/Unedisa GPS Grupo Vocento Source: ZenithOptimedia Grupo Zeta Motorpress Ibérica RBA Source: ZenithOptimedia

258 SPAIN: RADIO

RADIO

Number of radio households: 15,431,000 (92.7%) Source: EGM Hogares 3er Acumulado Móvil 2008

Average daily listening minutes per adult: 108 Source: EGM Hogares 3er Acumulado Móvil 2008

Costs/audiences Peak Peak rate Peak adult 30 sec peak time (30 sec) audience adult CPT Station Type Mon-Fri € (000s) € National SER general 0800-0900 8,445 1,992 4.2 Cope general 0800-0900 7,200 1,133 6.4 Onda Cera general 0800-0900 7,620 1,100 6.9 RNE general 0800-0900 - 522 - Punto Radio general 0900-1000 3,600 344 10.5 Cadena 40 music 0800-0900 4,800 1,569 3.1 Dial music 1000-1100 3,983 830 4.8 Cadena 100 music 0900-1000 3,000 617 4.9 Kiss FM music 1100-1200 4,590 542 8.5 Main regional Catalunya Radio general 0800-0900 1,053 217 4.9 R.Euskadi general 0800-0900 200 119 1.7 RAC 1 general 0800-0900 675 225 3.0 RAC 105 music 0800-0900 473 102 4.6 Flaix music 1800-1900 373 87 4.3 Catalunya Informacio news 0800-0900 502 49 10.2 Nervion music 1000-1100 69 60 1.1 Source: ZenithOptimedia

Average CPT (all commercial stations): €5.2

259 SPAIN: RADIO

Top ten radio Top radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser € (mill) Category € (mill) Centro de Estudios CEAC 31.6 Culture/media 132.2 El Corte Inglés 28.6 Public & private services 76.4 Organización Nacional Ciegos 27.5 Retail & restaurants 73.6 Direccion General de Trafico 24.5 Financial 67.9 Viajes Marsans 19.6 Travel & tourism 56.5 Comercial Publicidad Publipunto 16.0 Motoring 45.0 CCC 11.7 Telecoms & internet 34.3 Viajes El Corte Inglés 11.0 Health & beauty 24.1 ING Direct 10.2 Energy 15.1 Linea Directa Aseguradora 9.3 Foods 15.1 Source: Infoadex Source: Infoadex

Top radio Top radio owners (2008) sales houses (2008) Owner Sales house Grupo Prisa GDM Grupo Vocento CM Vocento Grupo Godó Publipress Media Unidad Editorial Unidad Editorial Publicidad Grupo Planeta Atres Advertising Source: ZenithOptimedia Source: ZenithOptimedia

260 SPAIN: OUTDOOR

OUTDOOR Number of outdoor sites: 151,327 Type, size and cost of sites Number of Cost per panel Type/size of display sites per month € Airports - - Urban furmiture 70,500 - Telephone boxes 36,000 - Poster (8x3) 15,332 13,305 Shopping centre 12,100 - Subway 11,900 - Bus stop 3,010 - Illuminated poster (8x3, 4x3) 2,420 32,154 Showcases 65 1,038 Source: ZenithOptimedia Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (mill) Category € (mill) Pernod Ricard 12.4 Drinks 58.9 Diageo 11.9 Culture/media 48.9 Telefónica 11.5 Retail & restaurants 44.8 Vodafone 9.0 Telecoms & internet 39.6 Coca-Cola 8.8 Motoring 34.0 Nokia 7.2 Public & private services 33.7 Hispano Foxfilm 7.1 Health & beauty 18.8 McDonald's 6.7 Travel & tourism 18.8 Unilever 6.4 Financial 16.0 El Corte Inglés 4.9 Clothing 13.4 Source: Infoadex Source: Infoadex Top outdoor contractors (2008) Contractor JCDecaux Clear Channel Cemusa CBS Outdoor Publimedia Cabitel 014 Media Indoor Media Source: ZenithOptimedia

261 SPAIN: CINEMA

CINEMA

Number of cinema screens: 4,296 Source: ZenithOptimedia

Average cost of a 60 sec. spot per screen per week: €270 Source: ZenithOptimedia

Number of screens used in typical national campaign: 3,700 Source: ZenithOptimedia

Trend in admissions Admissions Gross takings (mill) € (mill) 2004 144.0 692.0 2005 126.0 620.0 2006 121.7 636.2 2007 116.9 643.3 2008 107.8 619.3 Source: Ministerio de Cultura

Cinema audience profile Age % 16-24 22.7 25-34 26.7 35-49 27.4 50+ 23.2 Sex % Male 54.1 Female 46.0 Class % AB 15.5 C1 22.9 C2 43.2 D 16.0 E 2.4 Source: EGM 2º Acumulado 2009

262 SPAIN: CINEMA

Top ten films (2008) Gross takings Film € (mill) Indiana Jones and the Kingdom of the Crystal Skull 20.9 Hancock 16.3 Kung Fu Panda 13.7 Mamma mia! 13.5 Madagascar: Escape 2 Africa 13.1 The Mummy: Tomb of the Dragon Emperor 12.2 The Dark Knight 11.0 Wall-E 10.6 The Boy in the Striped Pyjamas 10.6 Twilight 10.2 Source: Ministerio de Cultura

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser € (mill) Category € (mill) Vodafone 3.2 Telecoms & internet 3.8 Coca-Cola 1.6 Drinks 3.2 Mahou 1.1 Public & private services 2.8 Industrias Relax 0.9 Motoring 1.3 Visa Internacional 0.8 Retail & restaurants 1.3 Renfe 0.4 Home 1.3 Lotería y Apuestas del Estado 0.4 Financial 1.3 Toyota 0.4 Travel & tourism 1.2 Caja de Ahorros Huelva 0.4 Culture/media 1.1 Telefónica - Sports & leisure 0.8 Source: Infoadex Source: Infoadex Top cinema owners (2008) Owner Discine Screenvision Movierecord Source: Censo de salas de Cine 2009

263 SPAIN: INTERNET

INTERNET

Homes with internet connection: 7,202,000 (43.3%)

Adult internet users: 12,572,000 (31.9%)

Adult internet users with home broadband: 9,508,000

Typical monthly cost of internet access: €30.9

Average minutes spent online Per day Adults At home 144.46 At work 231.94 Total 141.67 Source: EGM 2º Año Móvil 2009

Cost of display ads Typical cost per thousand Type € Banner 8 Streaming video 62 MPU 15 Source: Zed Digital

Internet user profile Top ten search keywords Age % Typical cost per click 16-24 20.5 Keyword € 25-34 29.2 youtube 1.39-1.75 35-54 37.7 juegos 0.15-0.22 55-64 7.5 hotmail 0.24-0.36 65+ 5.1 marca 0.27-0.34 Sex % juegos juegos 0.10-0.15 Male 55.8 tuenti - Female 44.2 yahoo 0.30-0.46 Class % videos 0.39-0.58 AB 14.7 you 0.32-0.49 C1 22.1 as 0.74-0.99 C2 44.7 Source: Google Zeitgesit 2008 D 16.1 E 2.4 Source: EGM 2º Año Móvil 2009

264 SPAIN: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Site per month (000s) Search engine Google 22,595 Google MSN/WindowsLive/Bing 20,071 Yahoo! Microsoft 15,538 Bing YouTube 13,354 Ask.com Facebook 12,080 Source: ZenithOptimedia Yahoo! 11,161 Blogger 10,801 Wikipedia 9,549 Terra 8,266 Orange 6,624 Source: Nielsen Netview Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser € (mill) Category € (mill) ING Direct 17.4 Culture/media 49.4 Anuntis Segundamano 7.9 Telecoms & internet 44.1 Telefónica 7.8 Financial 40.7 Banco Español de Crédito 7.5 Travel & tourism 27.5 Renault 6.2 Motoring 26.1 Leisure Spin 5.0 Public & private services 21.8 Match.com 4.7 Retail & restaurants 10.7 Meetic 4.2 Construction 8.2 France Telecom 3.6 Sports & leisure 6.6 Bet365 Group 3.1 Office equipment 5.8 Source: Infoadex Source: Infoadex

Top internet owners (2008) Owner Ono Orange Jazzfree Tele2 Ya.com Euskaltel Vodafone Source: ZenithOptimedia

265 SPAIN: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 88.5 - - Newspapers 40.9 - - Magazines - 24.4 41.2 Radio 55.4 - - Outdoor 53.0 - - Cinema - 3.9 - Internet 32.5 - - Source: EGM 2º Año Móvil 2009 OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser € (mill) Category € (mill) Telefónica 173.8 Culture/media 758.0 Procter & Gamble 131.9 Motoring 631.7 L'Oréal 107.7 Health & beauty 564.1 El Corte Inglés 96.4 Retail & restaurants 496.6 Vodafone 87.5 Foods 487.7 Volkswagen-Audi 86.6 Public & private services 429.3 Renault 69.7 Financial 428.9 Danone 67.6 Telecoms & internet 426.9 ING Direct 61.4 Travel & tourism 361.5 France Telecom 58.4 Drinks 279.3 Source: Infoadex Source: Infoadex Top ten media Top owners (2008) sales houses (2008) Owner Sales house Grupo Prisa GDM Grupo Sogecable Sogecable Media Grupo Vocento CM Vocento G+J GPS Motorpress Ibérica Publipress Media Grupo Godó Unidad Editorial Publicidad Unidad Editorial Zeta Gestión de Medios Grupo Zeta RBA Publiventas RBA Edipress Source: ZenithOptimedia Hachette Source: ZenithOptimedia

266 SWEDEN: ECONOMIC DATA

SWEDEN ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 6.59 SKr at 2008 rate

Gross Domestic Product (SKr billion) at current prices 2,326 2,421 2,515 2,625 2,735 2,901 3,064 3,158 % change 4.9 4.1 3.9 4.4 4.2 6.1 5.6 3.1 at 2008 prices 2,618 2,668 2,720 2,829 2,934 3,068 3,171 3,158 % change 2.4 1.9 1.9 4.0 3.7 4.6 3.3 -0.4

Gross Domestic Product per capita (SKr 000s) at current prices 261.7 271.4 280.4 291.0 301.6 318.4 334.5 342.9 at 2008 prices 294.5 299.1 303.3 313.6 323.4 336.8 346.2 342.9

Gross Domestic Product (US$ billion) at current prices 353 367 382 398 415 440 465 479 at 2008 prices 397 405 413 429 445 466 481 479

Gross Domestic Product per capita (US$ 000s) at current prices 39.7 41.2 42.5 44.2 45.8 48.3 50.7 52.0 at 2008 prices 44.7 45.4 46.0 47.6 49.1 51.1 52.5 52.0

Population Millions 8.9 8.9 9.0 9.0 9.1 9.1 9.2 9.2

Consumer Price Index 2008=100 88.8 90.7 92.5 92.8 93.2 94.5 96.6 100.0 % change 2.4 2.1 1.9 0.4 0.5 1.4 2.2 3.5

Ad.spend as a % of GDP 0.71 0.66 0.63 0.64 0.67 0.71 0.72 0.73

Advertising Expenditure Growth (%) at current prices -10.9 -4.0 0.0 5.1 9.3 13.1 7.5 3.7 at 2008 prices -13.0 -5.9 -1.8 4.7 8.8 11.6 5.2 0.2 Source: IFS, ZenithOptimedia

267 SWEDEN: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE Advertising expenditure in SKr million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 15,732 8,925 2,155 3,204 517 74 650 207 1999 16,220 8,755 2,251 3,434 536 70 677 497 2000 18,564 9,338 2,636 3,959 592 78 848 1,113 2001 16,537 8,325 2,411 3,509 508 79 742 963 2002 15,884 7,728 2,127 3,446 480 79 797 1,225 2003 15,892 7,774 2,094 3,518 447 70 825 1,164 2004 16,706 7,851 2,177 3,749 491 59 925 1,455 2005 18,256 8,297 2,259 4,143 515 68 1,000 1,974 2006 20,650 8,888 2,427 4,546 643 74 1,068 3,004 2007 22,198 9,116 2,482 4,698 701 91 1,039 4,069 2008 23,021 8,816 2,523 4,969 728 104 1,060 4,822 Advertising expenditure in SKr million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 18,378 10,426 2,518 3,743 604 87 759 242 1999 18,872 10,186 2,619 3,995 624 81 788 578 2000 21,405 10,766 3,039 4,564 683 90 978 1,284 2001 18,613 9,370 2,714 3,950 572 89 835 1,084 2002 17,509 8,519 2,345 3,799 529 87 879 1,351 2003 17,188 8,408 2,264 3,805 484 76 892 1,259 2004 18,002 8,460 2,346 4,040 529 63 996 1,568 2005 19,581 8,899 2,423 4,444 552 73 1,073 2,117 2006 21,843 9,402 2,568 4,809 681 78 1,129 3,177 2007 22,975 9,435 2,569 4,863 726 94 1,076 4,212 2008 23,021 8,816 2,523 4,969 728 104 1,060 4,822 Source: University of Gothenburg, Annonsorforeningen, IRM Notes: 1. After discounts 2. Includes classified 3. Excludes agency commission 4. Excludes production costs 5. Internet includes banner, boards, buttons, interstitials, classified, place, catalogue and search advertising

Main advertising restrictions: Tobacco: Banned. Alcohol: Advertising allowed on some channels at certain times. Pharmaceutical: Prescription-only medicines only allowed in trade press. Children's: Restricted. Political: Banned on TV.

268 SWEDEN: POPULATION

POPULATION

Land area (km²) 410,335 Capital city Stockholm Language Swedish Currency Krona (SKr) Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 811 854 1,665 16-24 535 564 1,099 25-34 561 587 1,148 35-44 639 662 1,301 45-54 583 599 1,182 55-64 607 609 1,216 65+ 917 728 1,645 Total 4,653 4,603 9,256 Source: Orvesto, SCB

Adult status Male Female Total (000s) (000s) (000s) AB 1,087 1,307 2,394 C1 1,517 1,277 2,794 C2 991 972 1,963 D 619 638 1,257 E 311 328 639 Total 4,525 4,522 9,047 Source: Orvesto, SCB

Definition of adult status AB = university studies C1 = 2-3 years of upper secondary school C2 = nine years of compulsory schooling D = currently studying full time E = under school age

269 SWEDEN: TELEVISION

TELEVISION

Number of households: 4,591,000

Number of television households: 4,591,000 (100%)

Television homes with: Colour 99.9% VCR 57.0% DVD 80.0% PVR/DVR 22.0% Cable (connection) - total 47.0% Satellite dish (DTH) - total 21.0% IPTV 6.0% Source: ZenithOptimedia

TV licence cost (per year, if any): €199

Average minutes viewed per day per adult: 170

Average pay-TV subscription cost Average monthly subscription € Cable (analogue) 13.3 Cable (digital) 20.5 DTH (digital) 16.4 DTT 30.8 IPTV 30.8 Source: ZenithOptimedia

270 SWEDEN: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial SVT1 100.0 22 - SVT2 100.0 14 - Commercial TV3 89.0 24 1,512 TV4 100.0 24 1,512 Kanal5 86.0 24 1,512 TV6 86.0 24 1,512 TV4+ 78.0 24 1,512 MTV 67.0 24 1,512 Discovery 54.0 24 1,512 Eurosport 55.0 24 1,512 Kanal9 61.0 24 1,512 TV8 64.0 24 1,512 Source: MMS

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time € (000s) € TV3 1755-2329 1,470 210 7.0 TV4 1800-2330 1,710 495 3.5 Kanal5 1800-2330 1,416 188 7.5 TV6 1755-2329 1,470 104 14.2 TV4+ 1800-2330 634 102 6.2 MTV 1800-2330 742 18 40.7 Discovery 1800-2330 870 28 31.1 Eurosport 1800-2330 727 15 47.1 Kanal9 1800-2330 1,416 41 34.2 TV8 1800-2330 665 24 27.6 Source: MMS

Average CPT (all commercial channels): €9.1

271 SWEDEN: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults SKr (000s) Non-commercial SVT1 19.2 19.6 - SVT2 10.2 10.8 - Commercial TV3 8.9 9.1 3,639.5 TV4 20.1 20.9 5,231.0 Kanal5 8.0 8.2 3,777.7 TV6 4.8 4.7 1,833.6 TV4+ 4.0 4.2 - MTV 1.2 1.1 280.2 Discovery 1.7 1.8 - Eurosport 0.9 1.0 - Kanal9 1.6 1.8 - TV8 1.0 1.0 - Source: RM 2009, MMS

Top ten television programmes (2008) Adult Programme Channel TVR Melodifestival 08 Fi. SVT1 46.3 Melodifestival 08 Del. SVT1 39.3 Melodifestival 08 Del. SVT1 38.6 Euro 2008 Germany v. Sweden 2 TV4 38.0 Melodifestival 08 Del. SVT1 37.3 Melodifestival 08 Del. SVT1 36.4 Melodifestival 08 An. SVT1 35.5 Kalle Anka Och Hans Vann SVT1 34.5 Eurovision Song Contest SVT1 33.7 Euro 2008 Russia v. Sweden 2 TV4 33.7 Source: MMS

272 SWEDEN: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser SKr (000s) Category SKr (000s) Procter & Gamble 414,094 Lotteries/games 853,899 Unilever 342,734 Clothing 609,156 Telia 304,058 Passenger cars 518,637 L'Oréal 285,143 GSM providers 465,871 Carlsberg 222,343 TV/hifi 417,209 SV Spel 215,421 CDs/DVDs 388,927 Coca-Cola 215,351 Finance 358,252 3 210,717 Grocery stores 322,875 Spendrups Bryggeri 209,844 Digital TV products 318,968 Tele2 195,537 Fast food 318,491 Source: RM 2009 Source: RM 2009

Top television owners (2008) Owner Bonnier MTG ProSiebenSat.1 Viacom Discovery Source: RM 2009

273 SWEDEN: NEWSPAPERS NEWSPAPERS

Newspapers Circ- Adult Full page Adult CPT Full page ulation readership Colour Colour B/W Title (000s) (000s) € € € Aftonbladet 368 1,201 18,857 15.7 - Dagens Nyheter per utg dag 340 888 27,128 30.5 2,438 Expressen inklusive GT och Kvällsposten 289 1,029 16,421 16.0 - Göteborgs-Posten 242 553 - - - Svenska Dagbladet 193 501 5,841 11.7 - Sydsvenskan 123 301 9,051 30.1 - Dagens Industri 113 402 13,524 33.6 - Hels. Dag. med Nord. Skånes Tid. och Land. Post. 76 179 2,856 16.0 - Nerikes Allehanda/Bergslagsposten 63 153 1,815 11.9 - Dalarnas Tidningar A+B-upplaga 62 143 7,826 54.7 - Kvällsposten per utg dag 58 200 - - - Östgöta Correspondenten 56 137 6,474 47.3 4,697 Upsala Nya Tidning 54 146 2,347 16.1 - Gefle Tidningar 52 71 - - - GT 51 205 3,391 16.5 - Borås Tidning 48 105 5,583 53.2 - VLT 42 107 6,717 62.8 4,764 Jönköpings-Posten/Smålands Allehanda 38 96 7,190 74.9 5,913 Västerbottens-Kuriren 37 93 6,292 67.7 - Blekinge Läns Tid./Sölvesborgs-Tid./Karls. Alle. 36 89 4,695 52.7 4,131 Norrländska Socialdemokraten 36 100 6,050 60.5 - Skånska Dagbladet 34 94 - - - Hallandsposten, Länstidningen 32 83 5,498 66.2 - Sundsvalls Tidning 32 78 2,817 36.1 - Eskilstuna-Kuriren med Strengnäs Tidning 32 77 4,948 64.3 - Hallands Nyheter 30 79 - - - Kristianstadsbladet 29 71 5,938 83.6 4,923 Trollhättans Tidning, Elfsborgs Läns Allehanda 28 67 4,974 74.2 - Östersunds-Posten 28 72 4,568 63.4 - Norra Västerbotten 27 61 4,771 78.2 4,568 Nya Lidköpings-Tidningen 26 57 3,384 59.4 2,368 Södermanlands Nyheter 26 57 4,720 82.8 - Skaraborgs Allehanda SLA 24 59 3,257 55.2 2,442 Ystads Allehanda 24 51 4,730 92.7 3,817 Norrbottens-Kuriren 23 76 - - - Tidningen Ångermanland 21 50 529 10.6 - Värmlands Folkblad A+B+C-upplaga 21 65 1,865 28.7 - Norra Skåne 20 54 3,502 64.9 2,842 Dala-Demokraten A+B-upplaga 19 62 4,248 68.5 - Dagen 19 58 2,115 36.5 1,692 Örnsköldsviks Allehanda 18 38 3,502 92.2 - Länstidningen, Södertälje 16 50 3,796 75.9 - Norrtelje Tidning 15 46 3,976 86.4 - Hudiksvalls Tidning 14 33 4,086 123.8 - Länstidningen Östersund 14 43 2,731 63.5 - Smålänningen 13 36 2,809 78.0 2,280 Mariestads-Tidningen 13 29 - - 2,131

274 SWEDEN: NEWSPAPERS Newspapers cont. Circ- Adult Full page Adult CPT Full page ulation readership Colour Colour B/W Title (000s) (000s) € € € Sydöstran Sydöstra Sveriges Dagblad 13 45 13,769 306.0 3,197 Arvika Nyheter 12 27 2,182 80.8 1,855 Katrineholms-Kuriren 12 27 3,384 125.3 - Skaraborgsbygden 11 32 2,379 74.3 1,723 Kungälvs-Posten 11 29 1,932 66.6 - Motala Tidning med Vadstena Tidning 11 28 2,131 76.1 - Enköpings-Posten 10 30 2,918 97.3 2,189 Gotlands Allehanda 10 26 - - - Trelleborgs Allehanda 10 29 4,086 140.9 3,172 Ölandsbladet 9 23 4,117 179.0 3,454 Ulricehamns Tidning 9 17 2,913 171.4 2,162 Bärgslagsbladet 8 24 3,537 147.4 2,653 Söderhamns-Kuriren 8 20 3,375 168.8 - Nya Kristinehamns-Posten 8 19 1,954 102.8 1,661 Karlskoga Tid.-Degerfors Tid.-Storfors Tid. 8 21 2,132 101.5 1,812 Avesta Tidning 7 17 3,208 188.7 2,406 Dalslänningen 7 19 2,749 144.7 1,988 Fagersta-Posten 7 19 3,208 168.8 2,406 Folkbladet Norrköping 7 25 4,187 167.5 - Lidingö-Tidning 7 24 3,248 135.3 2,199 Ljusdals-Posten 7 18 3,375 187.5 - Tranås Tidning 6 17 5,025 295.6 - Säffle-Tidningen Västra Värmland 6 15 1,863 124.2 1,583 Folket 5 21 3,071 146.2 2,347 Karlskoga-Kuriren 5 21 1,723 82.1 - Nyheterna 5 20 4,953 247.7 - Västerbottningen 5 22 2,132 96.9 - Läns-Posten 4 20 2,347 117.4 1,956 Filipstads Tidning - Värmlandsberg 4 10 1,792 179.2 - Länstidningen Östergötland 4 24 - - 952 Dalabygden 4 22 2,347 106.7 1,956 NordSverige 4 12 2,132 177.6 - Västgöta-Bladet 4 11 2,643 240.3 - Lysekilsposten 3 15 3,933 262.2 2,643 Fryksdals-Bygden 3 12 1,441 120.1 1,225 Blekinge-Posten 3 15 4,974 331.6 - Kungsbacka Tidning 3 14 1,815 129.7 - Smålandsbygdens Tidning 3 18 - - 1,850 Karlstads-Tidningen 3 14 1,421 101.5 - Tranås-Posten 3 9 1,956 217.3 1,663 Växjöbladet/Kronobergaren 2 13 3,511 270.1 2,855 Kalmar Läns Tidning med Nybro Tidning 2 20 3,511 175.6 2,855 Västerbygden 2 8 1,375 171.8 1,375 Gästriklands Tidning 2 26 3,902 150.1 1,956 Uddevalla-Posten 2 15 899 59.9 - Västmanlands Nyheter 2 30 2,347 78.2 1,956 Source: ZenithOptimedia

Average CPT (Colour): €45.7

275 SWEDEN: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser € (000s) Category € (000s) ICA 39,380 Estate agents165,137 Telia 35,630 Private cars 130,551 Kooperativa Förbundet 28,264 Grocery stores 110,247 Swedbank (estate) 23,011 Cars/motorcycles 70,649 Bjuforsgruppen 18,530 Furniture 69,422 Volkswagen 16,124 Warehouses 50,547 Svensk Fastighetsförmedling 15,323 Non-profit organisations 46,144 Ikea 15,043 Sport 41,461 Mio 14,729 Clothing 38,647 Kungörelser 14,549 Civic information 35,572 Source: RM 2009 Source: RM 2009

Top ten newspaper owners (2008) Newspaper revenue Owner € (000s) Provincial Dailies 323,555 Dagens Nyheter 178,112 Stormarknads Press 143,036 Aftonbladet 133,929 Göteborgs Posten 128,974 Sydsvenska Dagbladet 120,188 Svenska Dagbladet 109,971 Expressen 82,271 Mitt i 75,701 Metro Stockholm 70,783 Source: RM 2009

276 SWEDEN: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly Adult Full page Adult CPT Full page m=monthly Circulation readership Colour Colour B/W Title (000s) (000s) € € € Family Hemmets Journal (w) 218 523 4,832 9.2 4,832 Allers (w) 216 538 4,758 8.8 4,758 Hemmets Veckotidning (w) 208 439 4,124 9.4 4,124 Året Runt (w) 166 418 4,177 10.0 4,177 Svensk Damtidning (w) 138 346 3,595 10.4 3,595 Hänt Extra (w) 130 427 3,595 8.4 3,595 Se & Hör (w) 127 378 3,595 9.5 3,595 Allas (w) 117 355 4,335 12.2 4,335 Women's lifestyle Amelia (f) 104 384 8,194 21.3 8,194 Femina (m) 102 235 5,604 23.8 5,604 Damernas Värld (m) 92 265 7,084 26.7 7,084 Tara (m) 92 214 5,763 26.9 5,763 M Magasin (m) 89 111 5,572 50.2 5,572 Elle (m) 75 260 7,729 29.7 7,729 Glamour (m) 60 109 6,238 57.2 6,238 Mama (m) 53 114 5,551 48.7 5,551 Laura (m) 50 78 4,970 63.7 4,970 Vecko Revyn (f) 47 197 4,705 23.9 4,705 Plaza Kvinna (m) 36 91 4,441 48.8 4,441 Health Må Bra 96 385 5,392 14.0 5,392 Hälsa 59 249 3,436 13.8 3,436 Topp Hälsa 55 113 4,124 36.5 4,124 I form 49 216 3,986 18.5 3,986 AB Kropp & Hälsa - 453 4,758 10.5 4,758 Interior design Hus & Hem (m) 101 524 6,228 11.9 6,228 Sköna Hem (m) 93 430 5,974 13.9 5,974 Allt i Hemmet (m) 81 358 4,441 12.4 4,441 Elle Interiör (m) 54 211 6,323 30.0 6,323 Plaza Interiör (m) 35 146 4,177 28.6 4,177 Aftonbladet Härligt Hemma - 453 5,710 12.6 5,710 Expressen Leva & Bo - 328 5,181 15.8 5,181

277 SWEDEN: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) € € € Men's general Svensk Golf 334 450 7,296 16.2 7,296 Illustrerad Vetenskap 155 728 6,027 8.3 6,027 Ny Teknik 154 300 8,935 29.8 8,935 Svensk Jakt 148 273 4,108 15.0 4,108 Vi Bilägare 137 378 5,805 15.4 5,805 Privata Affärer 75 250 6,492 26.0 6,492 Teknikens Värld 48 300 4,219 14.1 4,219 Bilsport 37 196 3,426 17.5 3,426 Di Weekend - 337 13,524 40.1 13,524 Aftonbladet Bil - 264 5,287 20.0 5,287 Men's lifestyle Slitz 33 135 6,291 46.6 6,291 Cafe 29 137 5,900 43.1 5,900 King 26 82 6,059 73.9 6,059 General Vi i Villa 2,082 2,321 34,258 14.8 34,258 Ikea Family Live 739 1,094 11,525 10.5 11,525 Villaägaren 308 898 5,805 6.5 5,805 Land 224 583 7,296 12.5 7,296 Allers 216 538 4,758 8.8 4,758 Icakuriren 170 605 7,560 12.5 7,560 Illustrerad Vetenskap 155 728 6,027 8.3 6,027 Allt Om Mat 116 579 6,080 10.5 6,080 Aftonbladet Tv - 926 7,560 8.2 7,560 Aftonbladet Sönd, Tidn - 752 7,560 10.1 7,560 Source: Orvesto 2008

Average CPT (Colour): €15.3

278 SWEDEN: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser SKr (000s) Category SKr (000s) L'Oréal 40,353 Clothing 66,608 Procter & Gamble 35,911 Private cars 66,079 Unilever 28,252 Interior design 63,325 Arla Foods 25,374 Facial cream 57,134 Beijersdorf 21,618 Warehouses 48,225 Skånska Byggvaror 19,767 Wine 46,562 L'Oréal Luxury Products 18,100 Furniture 45,883 Telia 17,601 Natural remedies 43,224 Ikea 14,544 Women's clothes 35,958 Electrolux 13,898 Telecoms 35,544 Source: RM 2009 Source: RM 2009

Top ten magazine owners (2008) Magazine revenue Owner SKr (000s) Vi i Villa (Bonnier Respons) 139,632 Elle (Allers Förlag) 99,664 Amelia (Bonnier Tidskrifter) 97,814 Damernas Värld (Bonnier Tid.) 77,441 Ica Kuriren (Forma Publishing) 73,585 Hus & Hem (Forma Publishing) 59,912 Sköna hem (Bonnier Tid.) 53,492 Café (Allers Förlag) 52,850 Land (LRF Media) 43,754 Elle Interiör (Allers Förlag) 42,190 Source: RM 2009

279 SWEDEN: RADIO

RADIO

Number of radio households: 4,472.000 (97.4%) Source: SCB, RAB

Number of commercial radio stations: 80 Source: RAB

Average daily listening minutes per adult: 129 Source: RAB

Costs/audiences Peak adult Peak audience Station Type time (000s) National Rix FM music 0600-0900 1,098 Mix Megapol music 0900-1200 739 Rockklassiker rock music 0900-1200 283 Bandit rock music 0900-1200 263 Lugna Favoriter music 0900-1200 222 NRJ music 0900-1200 178 Main regional Rix FM music 0600-0900 133 Mix Megapol music 0900-1200 106 Lugna Favoriter music 0900-1200 105 Bandit rock music 0900-1200 100 The Voice music 0900-1200 95 NRJ music 0900-1200 74 Vinyl music 0900-1200 66 Rockklassiker music 0900-1200 66 Radio 107,5 dance music 0900-1200 64 Star FM music 0900-1200 45 Source: ZenithOptimedia

280 SWEDEN: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure (gross) Radio expenditure (gross) Advertiser SKr (000s) Category SKr (000s) McDonald's 49,375 Passenger cars 81,816 Telia 33,039 Fast food 67,668 Tele2 24,673 Mobile phone operators 37,223 Renault 14,987 Car retailers 31,880 Preem Petroleum 14,211 Petrol 27,029 Eniro 14,092 DIY 26,109 Toyota 13,657 Media 16,724 Aftonbladet 12,573 Number enquiry services 15,841 Peugeot 11,553 Electronics 12,783 Biltema 10,722 Public information 12,534 Source: TNS, Sifo Media Source: TNS, Sifo Media

Top radio Top radio owners (2008) sales houses (2008) Radio revenue (net) Radio revenue (net) Owner SKr (000s) Sales house SKr (000s) Swedish State 2,190.5 MTG Radio 425.0 Stenbecksfären 425.0 SBS Radio 290.5 KKR och Permira 290.5 NRJ 39.9 NRJ 39.9 Familjen Hjörne 21.6 Familjen Hjörne 21.6 Norrköpings Tidningar Media 22.5 Norrköpings Tidningar Media 22.5 Others 65.3 Others 65.3 Source: Nordicom Source: Nordicom

281 SWEDEN: OUTDOOR

OUTDOOR

Number of outdoor sites: 37,353

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month € Eurosize 21,479 18 Pillars 7,572 12 Billboards 1,934 20 City pillars (JCDecaux) 818 26 Phone boxes 1,264 - Shopping centre billboards 2,639 - Escalator panels 499 - Source: Outdoor Impact 2009

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser € (000s) Category € (000s) Telia 5,918.6 Telecoms 7,543.5 Tele2 3,897.0 Private cars 6,856.9 Willys 3,410.3 TV/radio 6,717.7 SAS 3,342.1 Airlines 5,219.6 Unilever 3,116.3 Grocery stores 5,176.2 Stadium 3,027.3 Clothes 4,360.3 Åhlens 2,884.5 Mobile phone operators 4,350.6 Arla Food 2,695.5 Non-profit organisations 3,557.5 Svenska Spel 2,399.2 Malls 3,409.4 Sony Ericsson Mobile 2,262.4 Gaming 3,302.8 Source: RM 2009 Source: RM 2009

Top outdoor contractors (2008) Outdoor revenue Contractor € (000s) Clear Channel 92,392 JCDecuax 79,546 Source: RM 2009

282 SWEDEN: CINEMA

CINEMA

Number of cinema screens: 1,100 Source: SF Media

Average cost of a 30 sec. spot per screen per week: SKr 698 Source: SF Media

Average CPT: SKr 550

Number of screens used in typical national campaign: 414 Source: SF Media

Trend in admissions Admissions Gross takings (mill) SKr (000s) 2004 16.6 1,273.7 2005 14.6 1,124.8 2006 15.3 1,203.6 2007 14.9 1,180.8 2008 15.3 1,257.4 Source: SFI

Cinema audience profile Age % 16-24 31 25-34 22 35-49 16 50+ 31 Sex % Male 50 Female 50 Source: Orvesto Konsument 2008 Helår

283 SWEDEN: CINEMA

Top ten films (2008) Gross takings Film SKr (000s) Mamma Mia! 131,610 Arn: Tempelriddaren 47,045 The Dark Knight 50,556 Sex and the City 46,149 Indiana Jones and the Kingdom of the Crystal Skull 38,299 Arn: Riket vid vägens slut 36,962 The Chronicles of Narnia: Prince Caspian 29,147 National Treasure: Book of Secrets 26,277 Kung Fu Panda 22,113 Alvin and the Chipmunks 20,165 Source: SFI

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser SKr (000s) Category SKr (000s) Various retailers 15,480 Various retail 15,480 Coca-Cola 9,286 TV 11,581 Vattenfall 8,808 Energy 8,921 Kraft Foods 6,694 Soft drinks 7,517 Radda Barnen 5,342 Chocolate bars 7,330 TV4 5,208 Non-profit organisations 6,545 Modern Times Group 5,188 Public information 6,468 Telia 4,788 Gaming 5,810 McNeil 3,479 Sweets 4,634 Red Bull 3,314 Energy drinks 3,925 Source: TNS, Sifo Media Source: TNS, Sifo Media Top cinema Top cinema owners (2008) sales houses (2008) Cinema revenue Cinema revenue Owner SKr (000s) Sales house SKr (000s) SF Bio 1,300,000 SF Media 116,227 Source: SFI Source: TNS, Sifo Media

284 SWEDEN: INTERNET

INTERNET

Homes with internet connection: 3,902,350 (85.0%)

Adult internet users: 5,950,000 (78.4%)

Adult internet users with home broadband: 76%

Typical monthly cost of internet access: SKr 300

Average minutes spent online Per day Ind. 9-79 At home 77 At work 24 Total 101 Source: Mediebarometern 2008

Cost of display ads Typical cost per thousand Type SKr Banner 50 Streaming video 150 Source: ZenithOptimedia estimates

Internet demographic profile Age % 9-14 82 15-24 96 25-44 95 45-64 83 65-79 51 Sex % Male 84 Female 81 Source: Mediebarometern 2008

285 SWEDEN: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Market Site per week Search engine share (%) MSN.se 6,047,108 Google 90 Hotmail 5,232,004 Bing 4 Aftonbladet 4,924,643 MSN 3 Blocket.se 3,564,740 Eniro 3 Messenger 3,126,299 Source: ZenithOptimedia estimates Eniro.se 2,996,172 Hitta.se 2,631,412 Expressen 2,070,571 Bilddagboken.se 1,384,019 Dagens Nyheter 1,364,348 Source: KIA week 45 2009 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser € (000s) Category € (000s) Telia 13,143 Travel agents 28,032 Hotels.com 11,380 Consumer services 19,553 Jobb24 10,147 Dating sites 18,435 Blocket 7,962 Employment 14,467 Hitta.se 6,038 Lotteries/games 13,706 Svenska Spel 5,922 Transport 13,422 Hutchison/Three/3/3G 5,860 E-commerce 13,044 eBay/Gitti Gidiyor/Tradera 4,856 Charitable associations 12,576 WWF 4,830 Search engines/ISPs 9,470 Parship 4,706 Search directories 8,746 Source: Ad Relevance Source: Ad Relevance

Top ten internet Top ten internet owners (2008) sales houses (2008) Owner Sales house Schibsted Aftonbladet Bonnier MSN Eniro Google MSN DI Google TV4 Tradedoubler Wyatt Media Wyatt Media Eniro Facebook Tradedoubler MTG Webtraffic IDG Hi Media Source: ZED Source: ZED

286 SWEDEN: MEDIA REACH/OVERALL MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Television 85.0 97.5 - Online video 5.0 - - Mobile television - - 1.0 Newspapers 77.0 92.6 - Magazines 41.0 66.4 - Radio 74.0 93.5 - Outdoor - 79.5 - Cinema 1.0 7.1 6.4 Internet 68.0 82.7 - Source: Nordicom, TNS, Sifo Media, Orvesto, WII OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser SKr (000s) Category SKr (000s) ICA 897,550 Grocery stores 2,531,084 Telia 771,789 Private cars 2,001,200 Kooperativa Förbundet 645,824 Estate agents 1,691,080 Procter & Gamble 462,714 Electronics 1,374,504 Elgiganten 422,359 Gambling 1,235,029 Unilever 414,467 Clothing 1,122,761 Tele2 372,801 Furniture 1,056,166 L'Oréal 337,773 Werehouses 973,422 3 333,027 Cars/motorcycles 911,805 Svenska Spel 318,528 Mobile phone operators 837,747 Source: RM 2008 Source: RM 2008 Top ten media owners (2008) Media revenue Owner SKr (000s) Bonnier 15,519 Public Service 10,812 Schibsted 6,152 Stampen 5,108 Stenbecksfären3 4,843 Nordic Cable Acquistion 3,819 KF4 2,926 ProSiebenSat.1 2,251 Egmont International 2,047 Telenor 1,734 Source: Nordicom

287 SWITZERLAND: ECONOMIC DATA

SWITZERLAND ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 1.08 CHF at 2008 rate

Gross Domestic Product (SF billion) at current prices 430.3 434.3 437.7 451.4 463.1 487.0 512.1 532.1 % change 3.6 0.9 0.8 3.1 2.6 5.2 5.2 3.9 at 2008 prices 463.7 464.9 465.5 476.3 483.1 502.7 524.6 532.1 % change 2.6 0.3 0.1 2.3 1.4 4.1 4.4 1.4

Gross Domestic Product per capita (SF 000s) at current prices 59.0 59.7 59.6 61.1 62.2 65.1 68.2 70.6 at 2008 prices 63.6 63.9 63.4 64.4 64.9 67.2 69.9 70.6

Gross Domestic Product (US$ billion) at current prices 397.3 401.0 404.2 416.8 427.6 449.7 472.9 491.3 at 2008 prices 428.2 429.3 429.8 439.8 446.1 464.2 484.4 491.3

Gross Domestic Product per capita (US$ 000s) at current prices 54.5 55.1 55.1 56.4 57.5 60.1 63.0 65.2 at 2008 prices 58.7 59.0 58.6 59.5 60.0 62.1 64.5 65.2

Population Millions 7.3 7.3 7.3 7.4 7.4 7.5 7.5 7.5

Consumer Price Index 2008=100 92.8 93.4 94.0 94.8 95.9 96.9 97.6 100.0 %change 1.0 0.7 0.7 0.8 1.1 1.1 0.8 2.4

Adspend as a % of GDP 0.97 0.88 0.82 0.72 0.75 0.78 0.82 0.82

Advertising Expenditure Growth (%) at current prices -4.2 -8.2 -6.1 -10.0 6.7 9.7 10.4 4.2 at 2008 prices -5.1 -8.8 -6.7 -10.7 5.5 8.5 9.6 1.7 Source: IFS, ZenithOptimedia

288 SWITZERLAND: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in CHF (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 3,596 1,926 640 402 114 40 468 6 1999 3,997 2,118 717 486 120 42 502 12 2000 4,354 2,250 783 520 139 45 592 25 2001 4,171 2,150 736 494 129 40 603 19 2002 3,831 1,861 685 527 129 38 571 20 2003 3,596 1,646 656 533 127 38 566 30 2004 3,238 1,134 767 737 129 50 392 29 2005 3,456 1,157 795 810 135 50 402 107 2006 3,790 1,328 808 889 136 50 423 156 2007 4,185 1,415 872 1,054 137 47 437 223 2008 4,359 1,418 879 1,116 154 45 459 288

Advertising expenditure in CHF (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 4,005 2,145 713 448 127 45 521 7 1999 4,417 2,340 792 537 133 46 555 13 2000 4,737 2,448 852 566 151 49 644 27 2001 4,495 2,317 793 532 139 43 650 20 2002 4,101 1,992 733 564 138 41 611 21 2003 3,824 1,751 698 567 135 40 602 32 2004 3,416 1,196 809 778 136 53 414 31 2005 3,605 1,207 829 845 141 52 419 112 2006 3,912 1,371 834 918 140 52 437 161 2007 4,287 1,450 893 1,080 140 48 448 228 2008 4,359 1,418 879 1,116 154 45 459 288 Source: 1998-2003 Stiftung Werbestatistik Schweiz, except 2003 online figure Agency estimate, 2004-2008 Media Focus Notes: 1. Excludes agency commission to 2003, includes from 2004 onwards 2. After discounts to 2003, before discounts 2004 onwards 3. Excludes production costs 4. Includes classified advertising to 2003, excludes 2004 onwards 5. Internet figures are display only Main advertising restrictions Tobacco: Not allowed on TV and radio. Restrictions for outdoor. Alcohol: Beer and wine only allowed on local TV and radio. Pharmaceutical: Only OTC. Children's: Some restrictions on TV and radio. Political: Not allowed on TV and radio.

289 SWITZERLAND: POPULATION/TELEVISION

POPULATION

Land area (km²) 39,997 Capital city Bern Languages German, French, Italian, Romanch Currency Franc (CHF)

Population by age Male Female Total (000s) (000s) (000s) 0-19 839 793 1,631 20-39 1,019 1,017 2,036 40-64 1,346 1,336 2,682 65-79 404 487 891 80+ 121 234 354 Total 3,727 3,866 7,593 Source: ESOP - 2007 TELEVISION

Number of households: 3,337,200

Number of television households: 3,136,968 (94.0%)

Television homes with: VCR 50.5% DVD 64.5% PVR/DVR 6.1% Multiset 27.3% Cable (connection) - total 78.8% Digital cable (connection) 8.8% Satellite dish (DTH) - total 10.8% Digital satellite dish 3.0% Digital terrestrial television (DTT) 0.8% IPTV 0.9% Source: International Key Facts, Television 2008

TV licence cost (per year, if any): CHF 292.8

Average minutes viewed per day per adult: 149.5

Average pay-TV subscription cost (per month): CHF 9.9-75.0

290 SWITZERLAND: TELEVISION Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial SF1 (G) 97.7 24 806 SF2 (G) 97.4 24 806 TSR1 (F) 98.6 24 806 TSR2 (F) 98.5 24 806 TSI1 (I) 90.8 24 806 TSI2 (I) 90.0 24 806 StarTV (G) 80.7 24 1,512 VIVA (G) 89.9 24 1,512 3plus (G) 77.3 24 1,512 MTV (G - Swiss window) 82.6 24 1,512 RTL (G - Swiss window) 93.2 24 1,512 RTL2 (G - Swiss window) 99.3 24 1,512 Pro7 (G - Swiss window) 99.3 24 1,512 Sat.1 (G - Swiss window) 99.3 24 1,512 VOX (G - Swiss window) 98.8 24 1,512 Kabel1 (G - Swiss window) 98.6 24 1,512 SRTL (G - Swiss window) 98.4 24 1,512 M6 (F - Swiss window) 96.4 24 1,512 TNT Cartoon (F - Swiss window) 84.3 24 1,512 Source: International Key Facts, Television 2008 Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time CHF (000s) CHF SF1 (G) 1900-2230 42,250 1,207 35.0 SF2 (G) 1900-2230 60,250 1,583 38.1 TSR1 (F) 1900-2230 19,450 399 48.7 TSR2 (F) 1900-2230 19,950 412 48.4 TSI1 (I) 1900-2230 2,700 89 30.4 TSI2 (I) 1900-2230 3,000 76 39.5 StarTV (G) 1900-2230 - 33 - VIVA (G) 1900-2230 510 33 15.6 3plus (G) 1900-2230 5,340 199 26.8 MTV (G - Swiss window) 1900-2230 660 31 21.4 RTL (G - Swiss window) 1900-2230 9,660 249 38.8 RTL2 (G - Swiss window) 1900-2230 2,490 93 26.8 Pro7 (G - Swiss window) 1900-2230 8,730 280 31.2 Sat.1 (G - Swiss window) 1900-2230 5,160 208 24.8 VOX (G - Swiss window) 1900-2230 3,360 121 27.7 Kabel1 (G - Swiss window) 1900-2230 2,760 111 24.8 SRTL (G - Swiss window) 1900-2230 3,060 119 25.7 M6 (F - Swiss window) 1900-2230 3,450 156 22.2 TNT Cartoon (F - Swiss window) 1900-2230 600 19 32.1 Source: Observer Average CPT (all commercial channels): CHF 45.7

291 SWITZERLAND: TELEVISION

Share of viewing & ad revenue Share of viewing (%) 2008 Channel Individuals Adults Commercial SF1 (G) 23.2 22.4 SF2 (G) 9.5 9.8 RTL (G - Swiss window) 6.7 7.2 Sat.1 (G - Swiss window) 6.2 6.1 Pro7 (G - Swiss window) 4.5 4.9 VOX (G - Swiss window) 3.6 4.0 SRTL (G - Swiss window) 3.1 1.6 RTL2 (G - Swiss window) 2.8 3.1 Kabel1 (G - Swiss window) 2.3 2.5 SFInfo 1.4 1.5 3plus (G) 1.4 1.5 VIVA (G) 0.5 0.5 MTV (G - Swiss window) 0.5 0.5 StarTV (G) 0.2 0.2 TSR1 (F) 23.0 22.9 M6 (F - Swiss window) 9.5 10.3 TSR2 (F) 7.7 7.7 TNT Cartoon (F - Swiss window) 1.9 1.2 TSI1 (I) 24.7 25.4 TSI2 (I) 7.3 7.6 Source: Telecontrol

Top ten television programmes (2008) Adult Programme Channel TVR Euro 2008 Switzerland v. Turkey SF2 1,428.6 Euro 2008 Germany v. Spain SF2 1,371.4 Euro 2008 Switzerland v. Portugal SF2 1,353.0 Euro 2008 Switzerland v. Portugal SF2 1,242.5 Euro 2008 Switzerland v. Portugal SF2 1,231.8 Euro 2008 Germany v. Spain SF2 1,189.0 Euro 2008 Germany v. Turkey SF2 1,186.6 Euro 2008 Switzerland - Czech Republic SF2 1,160.8 Euro 2008 Switzerland - Czech Republic SF2 1,074.8 Euro 2008 Switzerland Netherlands v. Italy SF2 1,051.6 Source: Telecontrol

292 SWITZERLAND: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser CHF (000s) Category CHF (000s) Migros 68,010 Food 187,030 L'Oréal 53,090 Personal hygiene/cosmetics 157,530 Nestlé 44,910 Initiatives/campaigns 92,600 Procter & Gamble 31,520 Telecoms 78,440 Unilever 31,120 Finance 67,930 Reckitt-Benckiser 27,510 Beverages 64,760 Coop 25,770 Automobiles 59,910 Gillette 23,140 Household cleaners 53,850 Swisscom 20,220 Consumer electronics 40,240 Coca-Cola 19,820 Leisure/sports/tourism 37,480 Source: Media Focus Source: Media Focus

293 SWITZERLAND: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly F=Free Adult Full page Adult CPT Full page N=National R=Regional Circulation readership B/W B/W Colour Title (000s) (000s) CHF CHF CHF German-speaking area 20 Minuten (d, N, F) 536 1,420 42,000 29.6 42,000 Sonntags Blick (w, N) 247 917 26,868 29.3 26,868 Blick am Abend (d, N, F) 225 360 10,800 30.0 10,800 Blick (d, N) 218 670 24,539 36.6 24,539 Tages-Anzeiger (d, R) 212 488 17,512 35.9 24,000 Berner Zeitung (d, R) 201 453 19,454 42.9 27,377 SonntagsZeitung (w, N) 195 835 18,636 22.3 27,489 Mittelland Zeitung (d, R) 193 421 20,700 49.2 26,550 Sonntag AZ (w, N) 181 229 13,400 58.5 19,000 Neue Zürcher Zeitung (d, N) 144 315 14,390 45.7 17,910 NZZ am Sonntag (w, N) 131 505 21,420 42.4 21,420 Neue Luzerner Zeitung (d, R) 127 278 12,710 45.7 17,820 Südostschweiz (d, R) 126 238 16,896 71.0 17,990 Aargauer Zeitung (d, R) 119 251 13,400 53.4 19,000 News (d, R, F) 100 334 13,600 40.7 13,600 St. Galler Tagblatt (d, R) 96 201 10,550 52.5 14,800 Basler Zeitung (d, R) 88 227 16,236 71.5 21,854 French-speaking area Le Matin bleu (d, N, F) 232 562 13,100 23.3 13,100 20 Minutes (d, N, F) 230 532 12,700 23.9 12,700 Le Matin dimanche (w, N) 194 520 20,100 38.7 35,350 24 Heures (d, N) 82 229 13,420 58.6 23,580 Le Matin (d, N) 59 246 6,200 25.2 12,680 Tribune de Genève (d, R) 56 159 7,980 50.2 13,840 Le Temps (d, N) 46 148 9,800 66.2 14,200 Le Nouvelliste (d, R) 42 114 5,500 48.2 9,570 La Liberté (d, R) 39 95 5,200 54.7 7,450 L'Express (d, R) 22 60 6,030 100.5 9,900 Italien-speaking area Caffè della domenica (w, N, F) 63 120 5,368 44.7 8,302 Mattino della domenica (w, N, F) 50 82 4,400 53.7 6,300 Corriere del Ticino (d, N) 37 126 4,752 37.7 7,632 laRegione Ticino (d, N) 33 109 4,815 44.2 7,615 Giornale del Popolo (d, N) 17 53 4,400 83.0 6,850 Source: MACH Basic 09-II

Average CPT (B/W): CHF 47.2

294 SWITZERLAND: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser CHF (000s) Category CHF (000s) Migros 103,528 Various ads 292,463 Coop 55,256 Automobiles 178,626 Swisscom 23,434 Finance 134,301 Manor 22,018 Events 109,412 Aldi 19,002 Services 88,227 Fust 18,967 Telecoms 85,040 Media Markt 18,775 Leisure/sports/tourism 71,315 Sunrise 16,921 House/garden equipment 65,871 Citroën 12,573 Food 57,904 Renault 12,020 Consumer electronics 43,294 Source: Media Focus Source: Media Focus

Top ten newspaper Top newspaper owners (2008) sales houses (2008) Owner Sales house Ringier Publicitas Edipresse Publications Source: ZenithOptimedia Tamedia NZZ Gruppe Basler Mediengruppe AZ Medien Gruppe LZ Medien Gruppe Südostschweiz Mediengruppe Vogt-Schild/Habegger Medien Zürichsee Medien Source: Swiss Press

295 SWITZERLAND: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly Adult Full page Adult CPT Full page m=monthly readership Colour Colour B/W Title (000s) CHF CHF CHF German-speaking area General interest Beobachter (f) 993 22,698 22.9 22,698 Schweizer Illustrierte (w) 917 26,310 28.7 26,310 Geo (m) 797 16,500 20.7 16,500 Schweizer Familie (w) 762 26,310 34.5 17,600 Das Magazin (w) 671 23,945 35.7 23,945 NZZ Folio (w) 639 22,800 35.7 22,800 Weltwoche (w) 348 15,300 44.0 15,300 TV TV täglich (w) 1,008 23,940 23.8 23,940 Tele (w) 519 15,500 29.9 15,500 Tvstar (w) 277 8,500 30.7 8,500 Teleclub Magazin (m) 205 6,800 33.2 6,800 TV2 (f) 126 2,900 23.0 2,900 TVvier (m) 101 2,900 28.7 2,900 Women's SI-Style (m) 420 17,800 42.4 17,800 Glückspost (w) 412 12,885 31.3 12,885 Annabelle (f) 354 19,130 54.0 19,130 Cosmopolitan (m) 232 11,900 51.3 11,900 Joy (m) 154 10,400 67.5 10,400 Brigitte (f) 141 9,600 68.1 9,600 Freundin (f) 123 10,160 82.6 7,100 Bolero (m) 100 10,570 105.7 10,570 Business/finance Bilanz (f) 210 14,900 71.0 14,900 Handelszeitung (w) 147 13,500 91.8 9,500 Finanz + Wirtschaft (w) 140 13,440 96.0 9,900 Stocks (w) 54 9,850 182.4 9,850

296 SWITZERLAND: MAGAZINES

Magazines cont. w=weekly f=fortnightly Adult Full page Adult CPT Full page m=monthly readership Colour Colour B/W Title (000s) CHF CHF CHF French-speaking area General interest Illustré (w) 353 18,700 53.0 18,700 L'Hebdo (w) 210 12,900 61.4 12,900 Paris Match (f) 78 6,200 79.5 4,100 Echo Magazin (w) 45 2,500 55.6 2,000 TV Télétop Matin (w) 458 19,530 42.6 19,530 TV Guide (w) 342 13,260 38.8 13,260 TV 8 (w) 222 7,200 32.4 7,200 Women's Femina (w) 399 22,990 57.6 22,990 Edelweiss (m) 104 9,900 95.2 9,900 Marie Claire 88 8,200 93.2 8,200 Elle 52 6,200 119.2 4,100 Business/finance Bilan (f) 113 10,250 90.7 10,250 PME Magazin (m) 64 8,550 133.6 8,550 Agefi (d) 13 11,000 846.2 8,800 Italian-speaking area General interest Illustrazione Ticinese (m) 144 10,945 76.0 7,150 TV Ticino Sette (w) 146 12,250 83.9 12,250 Source: MACH Basic 09-II

Average CPT (Colour): CHF 80.3

297 SWITZERLAND: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser CHF (000s) Category CHF (000s) Coop 108,156 Various ads 114,546 Migros 84,986 Finance 89,734 Nestlé 10,478 Food 84,185 L'Oréal 10,131 Personal hygiene/cosmetics 72,835 Beiersdorf 8,784 Automobiles 62,132 TCS 5,772 House/garden equipment 54,477 Trendmail 5,011 Personal care 53,292 Die Post 4,532 Leisure/sports/tourism 51,337 Swisscom 4,377 Pharmaceuticals/health 51,121 Clariden Leu Bank 4,367 Services 37,062 Source: Media Focus Source: Media Focus

Top magazine sales houses (2008) Sales house Publicitas Source: ZenithOptimedia

298 SWITZERLAND: RADIO

RADIO

Number of radio households: 3,115,399 (93.4%) Source: SRG Forschungsbericht

Number of commercial radio stations: 42 Source: Radiotele

Average daily listening minutes per adult: 176 Source: SRG Forschungsbericht

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station time CHF (000s) CHF National SRG - - - - Main regional Radio 24 1200-1300 1,080 64 16.9 Radio Argovia 1200-1300 930 46 20.2 Radio Zuerisee 1700-1800 840 44 19.1 Radio Energy Zürich 0700-0800 990 42 23.6 Radio Pilatus 1700-1800 873 41 21.3 Radio TOP 1200-1300 840 41 20.5 Radio 32 1100-1200 660 38 17.4 FM1 1100-1200 708 37 19.1 Radio Central 1200-1300 596 35 17.0 Radio Basilisk 1200-1300 750 26 28.8 Source: IP Multimedia

Average CPT (all commercial stations): CHF 20.0

299 SWITZERLAND: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser CHF (000s) Category CHF (000s) Migros 5,196 Automobiles 27,380 Media Markt 3,723 Various ads 24,493 Schubiger Möbel 2,971 Events 21,663 General Motors/Opel 2,632 House/garden equipment 16,526 Pfister 2,584 Leisure/sports/tourism 13,955 BMW 2,484 Services 10,756 Swisslos 2,383 Finance 6,728 Hubacher Möbel 1,875 Telecoms 6,352 General Motors/Chevrolet 1,715 Industry/trade 5,199 Sunrise 1,623 Public transport 4,354 Source: Media Focus Source: Media Focus

Top ten radio Top radio owners (2008) sales houses (2008) Owner Sales house SRG IP Multimedia TA Media Radiotele AZ Medien Spot Promotion Zürisee Medien Cover Media Ringier Source: Werbestatistik Schweiz NZZ Radio TOP St. Galles Tagblatt Radio Central Dr. Wanner Source: IP Multimedia

300 SWITZERLAND: OUTDOOR

OUTDOOR

Number of outdoor sites: approx. 100,000

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month CHF F12 NP (268.5 x 128 cm) 850 40,000 F12 LP (264 x 123.5 cm) 1,050 F200 NP (116.5 x 170 cm) 750 17,000 F200 LP (116 x 166 cm) 920 F4 (89.5 x 128 cm) 30,000 90 F24 (268.5 x 256 cm) 1,200 1,600 Megaposters various 40,000-80,000 Source: APG, Clear Channel

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser CHF (000s) Category CHF (000s) Migros 17,304 Various ads 84,819 Coop 14,902 Finance 44,740 Nestle 8,800 Automobiles 38,752 Hennes+Mauritz (H&M) 6,133 Clothes/underwear 34,556 McDonald's 5,917 Food 30,660 Orange 5,483 Leisure/sports/tourism 29,394 Gaba 5,312 Telecoms 29,276 Sunrise 5,310 Events 28,486 Manor 5,305 Beverages 22,277 Tele 2 4,587 Services 14,919 Source: Media Focus Source: Media Focus

Top outdoor contractors (2008) % market Contractor share AGP 75 Clear Channel 24 Others 1 Source:ZenithOptimedia estimate

301 SWITZERLAND: CINEMA

CINEMA

Number of cinema screens: 485 Source: Publicitas Cinecom

Average cost of a 60 sec. spot per screen per week: CHF 363 Source: ZenithOptimedia

Average CPT: CHF 366

Number of screens used in typical national campaign: 440 Source: ZenithOptimedia

Trend in admissions Admissions (mill) 2002 18.8 2003 17.0 2004 17.7 2005 15.4 2006 16.8 Source: ProCinema

Cinema audience profile Age % 16-24 18.0 25-34 21.4 35-49 30.1 50+ 25.1 Sex % Male 49.1 Female 50.9 Monthly income (CHF) % < 3,999 10.7 4,000-7,999 42.7 > 8,000 46.6 Source: MACH Basic 2009-II

302 SWITZERLAND: CINEMA

Top ten films (2008) Film Quantum Of Solace Bienvenue chez les Ch'tis Mamma Mia! Madagascar: Escape 2 Africa Indiana Jones and the Kingdom of the Crystal Skull Kung Fu Panda Hancock Wall-E The Dark Knight Sex and the City Source: ProCinema

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser CHF (000s) Category CHF (000s) Interdiscount 4,332 Telecoms 6,981 Migros 1,991 Various ads 5,388 Feldschlösschen 1,419 Leisure/sports/tourism 5,228 Swisscom 1,264 Automobiles 4,349 Mars 1,175 Industry/trade 4,013 Nestlé 972 Beverages 3,398 Die Mobiliar 872 Food 3,206 Coop 870 Finance 2,757 Metro Boutique 734 Events 2,689 Peugeot 732 Personal hygiene/cosmetics 2,244 Source: Media Focus Source: Media Focus Top ten cinema Top cinema owners (2008) sales houses (2008) Owner Sales house Kitag Publicitas Pathé Source: Werbestatistik Schweiz Arthouse Commercio Movie Cinepel ARENA CineCenter Sihlcity Cap Ciné Fribourg Cinérive Liag Capitol CinEmotion Sàrl Sterk Cine Source: Publicitas Cinecom

303 SWITZERLAND: INTERNET

INTERNET

Homes with internet connection: 2,786,562 (83.5%)

Adult internet users: 80%

Adult internet users with home broadband: 70%

Typical monthly cost of internet access: CHF 45.0

Average minutes spent online Per day Adults At home 40 Source: Nielsen

Cost of display ads Typical cost per thousand Type CHF Full banner - Rectangle 40 Skyscraper 40 Leaderboard 40 Floatings/exp. banner 100-150 Wallpaper 100-150 Source: ZenithOptimedia

Internet user profile Top ten search keywords Age % Typical cost per click 16-24 20.3 Keyword CHF 25-34 20.1 facebook 0.45 35-54 40.6 youtube 1.27 55-64 12.1 zürich 0.74 65+ 6.8 schweiz 0.64 Sex % google 1.88 Male 52.5 wetter 1.16 Female 47.5 wikipedia 0.67 Monthly income (CHF) % video 0.86 < 3,999 8.2 sbb 0.41 4,000-7,999 22.8 meteo 1.16 > 8,000 27.1 Source: Google.ch No answer 41.9 Source: NetMetrix Profile 1/2009

304 SWITZERLAND: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique clients (000s) Search engine Searches Site per month (% of market) per month (mill) google.ch - Google (80) 61 bluewin.ch 3,734 MSN (8) - msn.ch 3,457 Search.ch (5) - local.ch 2,709 Bluewin.ch (5%) - search.ch 2,842 Others (2) - 20min.ch 2,417 Source: AdLink Media ricardo.ch 2,239 scout-gruppe 1,950 blick.ch 1,812 sf.tv 1,755 Source: NetMetrix 9/2009 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser CHF (000s) Category CHF (000s) Swisscom 2,361 Finance 15,087 Die Post 2,015 Telecoms 11,704 Weltbild Verlag 1,786 Services 9,754 Sunrise 1,673 Automobiles 6,903 Cablecom 1,666 Industry/trade 6,631 Coop 1,364 Leisure/sport/tourism 6,505 Microsoft 1,347 Various ads 6,499 Migros 1,315 Public transport 4,865 McDonald's 1,302 Consumer electronics 3,660 Ifolor 1,168 Beverages 2,859 Source: Media Focus Source: Media Focus

Top internet Top internet owners (2008) sales houses (2008) Owner Sales house Swisscom Adlink Tamedia Admazing Edipub Web2Com Ticinoonline Uphighmedia Google Tradedoubler Search Vadiannet MSN Source: Zed Digital estimate Tilllate Ringier Source: Zed Digital estimate

305 SWITZERLAND: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 70.0 81.5 92.8 Newspapers 84.0 94.5 97.0 Magazines - 91.5 93.0 Radio 90.2 90.5 90.6 Outdoor 60.0 85.0 95.0 Cinema - 4.3 17.0 Source: Telecontrol, Radiocontrol, MACH Basic, SPRplus OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser CHF (000s) Category CHF (000s) Migros 264,686 Various ads 627,209 Coop 200,499 Automobiles 393,234 L'Oréal 77,624 Food 366,279 Nestlé 64,935 Finance 363,386 Swisscom 50,285 Personal hygiene/cosmetics 285,883 Unilever 38,639 Telecoms 224,503 Sunrise 36,330 Leisure/sport/tourism 222,720 Reckitt-Benckiser 33,730 Events 197,865 Media Markt 32,082 Services 194,914 Procter & Gamble 30,665 House/garden equipment 174,608 Source: Media Focus Source: Media Focus

306 UK: ECONOMIC DATA

UK

ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 0.54 £ at 2008 rate

Gross Domestic Product (£ billion) at current prices 1,003 1,076 1,140 1,201 1,253 1,322 1,401 1,443 % change 4.6 7.2 6.0 5.3 4.3 5.5 6.0 3.0 at 2008 prices 1,243 1,311 1,351 1,381 1,401 1,433 1,457 1,443 % change 2.7 5.5 3.0 2.2 1.5 2.3 1.7 -1.0

Gross Domestic Product per capita (£ 000s) at current prices 17.0 18.1 19.1 20.0 20.8 21.8 23.0 23.6 at 2008 prices 21.0 22.1 22.6 23.0 23.3 23.7 23.9 23.6

Gross Domestic Product (US$ billion) at current prices 1,859 1,993 2,112 2,225 2,321 2,449 2,595 2,674 at 2008 prices 2,304 2,430 2,503 2,559 2,597 2,656 2,700 2,674

Gross Domestic Product per capita (US$ 000s) at current prices 31.4 33.6 35.4 37.1 38.5 40.4 42.6 43.7 at 2008 prices 39.0 40.9 41.9 42.7 43.1 43.8 44.3 43.7

Population Millions 59.1 59.4 59.7 60.0 60.3 60.6 61.0 61.2

Consumer Price Index 2008=100 80.7 82.0 84.4 86.9 89.4 92.2 96.1 100.0 % change 1.8 1.6 2.9 3.0 2.8 3.2 4.2 4.0

Ad.spend as a % of GDP 1.01 0.94 0.92 0.95 0.94 0.90 0.91 0.85

Advertising Expenditure Growth (%) at current prices -4.4 0.3 2.9 9.3 3.1 1.6 6.4 -3.2 at 2008 prices -6.1 -1.4 0.0 6.1 0.3 -1.5 2.1 -6.9 Source: IFS, ZenithOptimedia

307 UK: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in £ million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 9,107 3,581 1,639 2,912 355 82 521 17 1999 9,665 3,803 1,643 3,121 395 105 552 46 2000 10,580 4,263 1,725 3,327 453 109 593 111 2001 10,115 4,165 1,692 3,010 414 139 575 120 2002 10,141 4,087 1,600 3,144 419 153 596 142 2003 10,436 4,135 1,565 3,173 447 153 668 295 2004 11,405 4,341 1,624 3,392 463 163 721 700 2005 11,759 4,170 1,607 3,455 443 160 762 1,161 2006 11,951 3,992 1,554 3,282 458 160 792 1,713 2007 12,711 3,978 1,494 3,380 466 173 829 2,391 2008 12,310 3,500 1,346 3,211 433 173 798 2,848

Advertising expenditure in £ million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 12,009 4,722 2,161 3,840 468 109 687 22 1999 12,552 4,939 2,134 4,053 513 136 717 60 2000 13,351 5,380 2,177 4,199 572 137 748 140 2001 12,535 5,161 2,097 3,730 513 173 713 148 2002 12,365 4,983 1,951 3,833 511 187 727 173 2003 12,369 4,901 1,855 3,761 530 181 792 349 2004 13,120 4,994 1,869 3,902 533 188 829 806 2005 13,156 4,665 1,798 3,865 496 179 853 1,299 2006 12,957 4,328 1,685 3,558 497 173 859 1,858 2007 13,224 4,139 1,555 3,517 485 180 862 2,487 2008 12,310 3,500 1,346 3,211 433 173 798 2,848 Source: Advertising Association Notes: 1. After discounts 2. Excludes production costs, except for cinema and outdoor 3. Excludes 15% agency commission 4. Includes classified advertising

Main advertising restrictions Tobacco: Banned. Alcohol: Restricted on television and cinema. Pharmaceutical: OTC only in main media: restricted on television and radio. Children's: Restricted on television, radio and cinema.

308 UK: POPULATION

POPULATION

Land area (km²) 241,930 Capital city London Language English Currency Pound Sterling (£) Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 5,948 5,629 11,577 16-24 3,613 3,498 7,111 25-34 3,991 4,021 8,012 35-44 4,449 4,547 8,996 45-54 4,098 4,217 8,315 55-64 3,565 3,713 7,278 65+ 4,297 5,344 9,641 Total 29,961 30,969 60,930 Source: BARB Establishment Survey June 2009

Adult status Male Female Total (000s) (000s) (000s) AB 5,670 5,675 11,345 C1 6,564 7,438 14,002 C2 5,673 4,824 10,497 D 3,747 3,877 7,624 E 2,358 3,527 5,885 Total 24,012 25,341 49,353 Source: BARB Establishment Survey June 2009

Definition of adult status AB = higher and intermediate managerial C1 = supervisory/clerical C2 = skilled manual D = semi and unskilled manual E = subsistence/inactive

309 UK: TELEVISION

TELEVISION Number of households: 26,716,000 Number of television households: 25,930,000 (97.1%) Television homes with: Colour 100.0% PVR 21.0% DVD-R 17.0% VCR 48.0% Cable (pass) 50.0% Cable (connection) - total 14.2% Digital cable (connection) 13.6% Digital satellite dish 38.9% Solus DTT 38.2% IPTV 0.4% Source: BARB, ZenithOptimedia estimates TV licence cost per year: £142.50 Average minutes viewed per day per adult: 225

Average pay-TV subscription cost Average monthly subscription £ Cable (digital) 17 DTH (digital) 37 Source: ZenithOptimedia

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial BBC1 100 24 - BBC2 100 24 -

310 UK: TELEVISION

Main channels cont. Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial ITV1 100 20.5 1,005 Channel 4 100 24.0 1,176 GMTV 100 3.5 172 Five 92 24.0 1,176 Sky1 48 24.0 1,512 Sky2 48 24.0 1,512 Sky3 86 24.0 1,512 Sky News 86 24.0 1,512 Sky Sports 1 48 24.0 1,512 Sky Sports 2 48 24.0 1,512 Sky Sports News 86 24.0 1,512 E4 86 24.0 1,512 Hallmark 48 24.0 1,512 ITV2 86 19.5 1,512 ITV3 86 24.0 1,512 ITV4 86 23.8 1,512 Living 48 24.0 1,512 More4 86 18.3 1,512 G.O.L.D. 48 24.0 1,512 Source: BARB, ATR Cost/audience Peak rate Peak audience 30 sec peak Peak 30 sec (000s) CPT (£) Channel time (£) Adults Adults ITV1 2000-2259 36,637 4,168 8.8 Channel 4 2000-2259 19,274 1,987 9.7 GMTV 0600-0930 3,875 692 5.6 Five 2000-2259 8,388 1,250 6.7 Multichannel 2000-2259 26,683 5,232 5.1 Source: BARB, SPC, ZenithOptimedia estimates

Average CPT (all commercial channels): £4.8

311 UK: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals £ (mill) Non-commercial BBC1 21.8 - BBC2 7.8 - Commercial ITV1 (inc GMTV) 18.4 1,313.0 Channel 4 7.4 622.7 Five 5.0 271.8 Multichannel 39.6 1,003.4 Source: BARB, ZenithOptimedia

Top ten television programmes (2008) Adult Programme Channel TVR Wallace and Gromit in a Matter of Loaf and Death BBC1 28.8 Britain's Got Talent/Decision Final ITV1 25.8 The X Factor/Decision Final ITV1 25.5 Strictly Come Dancing Final BBC1 25.1 Coronation Street ITV1 24.7 The X Factor Final ITV1 24.2 Dancing on Ice ITV1 22.7 Doctor Who BBC1 22.4 EastEnders BBC1 22.1 Britain's Got Talent ITV1 21.8 Source: BARB Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser £ (mill) Category £ (mill) Procter & Gamble 126.5 Entertainment & the media 454.9 Unilever 90.7 Food 445.0 Reckitt Benckiser 87.6 Finance 394.4 COI 71.7 Retail 357.4 Kelloggs 62.8 Cosmetics & toiletries 354.7 L'Oréal 50.2 Vehicles 293.0 Nestle 38.3 Pharmaceutical 190.4 Direct Line Insurance 36.0 Household stores 181.7 Tesco 35.7 Drink 180.3 Sainsburys 35.5 Govt, social & political orgs 144.1 Source: NMR Source: NMR

312 UK: NEWSPAPERS

NEWSPAPERS

Newspapers - national Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) £ £ £ Popular dailies The Sun 3,002 7,872 40,159 5.1 50,975 Daily Mirror 1,274 3,600 29,000 8.1 36,800 Daily Star 660 1,427 17,388 12.2 23,426 Daily Record 351 1,160 9,980 8.6 12,974 Popular Sundays News of the World 2,842 7,795 41,816 5.4 56,180 Sunday Mirror 1,180 3,968 30,300 7.6 38,600 The People 554 1,536 23,100 15.0 29,500 Sunday Mail 433 1,342 - - - Daily Star - Sunday 296 850 20,769 24.4 28,014 Sunday Sport 71 - - - - Mid-market dailies Daily Mail 2,083 5,062 32,508 6.4 45,612 Metro 1,336 3,315 28,750 8.7 36,105 Daily Express 701 1,571 23,426 14.9 31,500 Evening Standard 293 598 20,160 33.7 30,240 Mid-market Sundays Mail on Sunday 1,970 5,612 39,300 7.0 55,800 Sunday Express 608 1,752 - - - Sunday Post 365 1,029 10,670 10.4 12,804 Quality dailies The Daily Telegraph 808 1,901 46,000 24.2 59,000 The Times 590 1,813 16,645 9.2 27,195 The Guardian 315 1,240 11,400 9.2 18,000 The Independent 170 688 8,570 12.5 13,050 Financial Times 129 418 40,400 96.7 56,300 The Herald 61 231 11,500 49.8 14,950 The Scotsman 51 - 5,410 - 6,763 Quality Sundays The Sunday Times 1,032 3,221 60,690 18.8 90,065 The Sunday Telegraph 594 1,703 34,000 20.0 42,000 The Observer 380 1,379 13,933 10.1 22,000 The Independent on Sunday 134 720 8,570 11.9 13,050 Scotland on Sunday 64 - 11,881 - 14,851 Sunday Herald 45 - 3,570 - 4,641 Source: ABC Jan 09, NRS Jan 08-Jan 09, BRAD

Average CPT (B/W): £10.5

313 UK: NEWSPAPERS Newspapers - regional Circulation Title (000s) Paid-for dailies Manchester Evening News 162 Liverpool Echo 102 Press and Journal 80 Evening Times 73 Courier & Advertiser (Dundee) 73 Evening Chronicle (Newcastle Upon Tyne) 72 Shropshire Star 71 Leicester Mercury 69 Birmingham Mail 66 Eastern Daily Press (Norwich) 64 Sundays Sunday World 292 Sunday Independent 283 Luton/Dunstable on Sunday * 94 Sunday Life 67 The Sunday Tribune 66 Sunday Sun (Newcastle) 64 Bedfordshire on Sunday (Borough Edition) 57 Sunday Mercury 57 The Sunday Business Post 56 Wales on Sunday 43 Paid-for weeklies KM Kent Messenger 50 Barnsley Chronicle 43 Derbyshire Times 40 The West Briton 39 Hereford Times 39 Isle of Wight County Press 38 Warrington Guardian 35 Galway Advertiser 35 Western Gazette 35 Rotherham & South Yorkshire Advertiser 39 Free weeklies * Nottingham and Long Eaton Topper 212 Nottingham Recorder 152 Wirral Globe 133 Herald & Post Edinburgh 128 Leeds Weekly News 123 Coventry Observer 123 Coventry Times 122 Derby Express 113 Sutton Guardian 104 Tameside & Glossop Advertiser 104 Source: BRAD, VFD, ABC Jan 08-Jun 08 * distribution

314 UK: NEWSPAPERS

Top ten national newspaper Top ten national newspaper advertisers (2008) product categories (2008) Newspaper expenditure Newspaper expenditure Advertiser £ (mill) Category £ (mill) Asda 40.6 Household 126.0 Tesco 39.2 Vehicles 102.1 British Sky Broadcasting 31.5 Furniture/fittings 69.0 DFS Furniture 24.3 Consumer telecoms 63.2 Wm Morrison 23.6 Direct response 58.4 Argos 20.2 Retail 50.4 COI 19.1 Savings 42.5 Boots 18.3 Holidays/overseas travel 39.7 Currys Group 16.9 Entertainment - broadcasting 38.1 BT 15.5 Airlines 36.6 Source: NMR Source: NMR

Top ten regional newspaper Top ten regional newspaper advertisers (2008) product categories (2008) Newspaper expenditure Newspaper expenditure Advertiser £ (mill) Category £ (mill) DFS 8.9 Retail 74.1 Zzz Small Ads 4.4 Vehicles 21.6 Flybe 4.3 Entertainment & the media 18.8 Lidl 4.0 Govt, social & political orgs 17.8 COI 3.9 Household equipment 7.9 Specsavers 3.0 Travel & transport 7.4 Wm Morrison 2.4 Pharmaceutical 5.8 Asda 1.8 Business & industrial 5.3 Cousins 1.7 Finance 4.6 Arnold Clark Motors 1.5 Multi advertisers 4.4 Source: NMR Source: NMR Top ten regional newspaper Top ten regional newspaper owners (2008) sales houses (2008) % of total % of market Owner circulation Owner share Trinity Mirror 19.0 Mediaforce London 22.2 Newsquest (Media Group) 14.6 AMRA 17.1 Johnston Press 14.4 Associated Newspapers 15.7 Northcliffe Newspapers Group 12.6 Newsquest Media Sales 14.7 Associated Newspapers 11.0 Northcliffe Media 12.0 Guardian Media Group 4.9 Clacksons 6.7 Archant 3.9 Scottish Daily Record & Sunday Mail 4.7 The Midland News Association 3.1 MEN Media Sales 3.1 D.C. Thomson & Co 3.0 D.C. Thomson & Co 1.6 Tindle Newspapers 2.2 KM Group - London 1.0 Source: NS, ABC, VFD, Independent Source: NS Jan 09 audit figures

315 UK: MAGAZINES

MAGAZINES

Magazines Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) £ £ Women's weeklies Take A Break 943 2,919 22,920 7.9 Closer 540 1,745 18,618 10.7 OK! 509 2,447 16,170 6.6 Heat 470 1,818 21,735 12.0 Chat 469 1,369 10,774 7.9 New! 443 700 13,475 19.3 Now 434 1,176 18,000 15.3 That's Life! 424 941 10,900 11.6 Hello! 424 1,958 16,455 8.4 Pick Me Up 374 1,176 8,900 7.6 Woman 348 823 19,050 23.1 Woman's Weekly 341 789 12,400 15.7 Love It 339 803 10,000 12.5 Peoples Friend 327 554 6,500 11.7 Woman's Own 325 1,079 23,650 21.9 Best 296 712 18,845 26.5 Reveal 270 844 14,275 16.9 Star 268 464 12,100 26.1 Bella 224 796 18,150 22.8 Real People 217 508 8,900 17.5 My Weekly 153 366 6,100 16.7 Full House! 125 300 5,000 16.7 Women's monthly & lifestyle Asda Magazine 2,926 5,106 28,448 5.6 Glamour 548 1,242 20,674 16.6 Cosmopolitan 451 1,672 18,296 10.9 Sainsbury's Magazine 321 3,864 11,760 3.0 Woman and Home 320 784 12,500 15.9 Marie Claire 314 1,124 16,500 14.7 Candis 286 382 6,995 18.3 Prima 284 587 16,220 27.6 Company 240 582 10,040 17.3 Red 225 679 12,197 18.0 Vogue 220 1208 22,200 18.4 Elle 195 797 13,125 16.5 Easy Living 185 343 13,320 38.8 In Style 181 343 16,656 48.6 She 165 429 9,460 22.1 Psychologies 140 335 7,800 23.3

316 UK: MAGAZINES

Magazines cont. Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) £ £ Women's monthly & lifestyle cont. Harper's Bazaar 109 196 11,339 57.9 Vanity Fair 101 287 10,270 35.8 Essentials 98 166 7,700 46.4 Zest 98 154 5,450 35.4 Tatler 96 200 10,200 51.0 Men's lifestyle FHM 273 1,663 21,000 12.6 Men's Health 250 1,092 8,865 8.1 Nuts 234 1,090 10,120 9.3 Zoo 146 780 8,800 11.3 GQ 130 496 11,300 22.8 Stuff 95 316 7,325 23.2 Loaded 90 733 10,415 14.2 Men's Fitness 67 531 4,000 7.5 Esquire 60 147 8,685 59.1 Maxim 46 369 6,825 18.5 Bizarre 41 233 4,500 19.3 News & current affairs Private Eye 203 818 5,550 6.8 The Economist (UK) 187 477 19,500 40.9 New Scientist 109 391 6,350 16.2 Music Mojo 101 266 4,890 18.4 Kerrang! 52 467 4,785 10.2 NME 48 379 6,590 17.4 BBC Music Magazine 45 135 4,060 30.1 Classic FM - The Magazine 38 242 4,433 18.3 TV listings Radio Times 1,023 2,631 20,350 7.7 Skymag 7,220 7,246 32,200 4.4 Total TV Guide 111 579 7,000 12.1 TV & Satellite Week 184 412 5,715 13.9 TV Choice 1,369 1,823 17,000 9.3 TV Easy 212 494 11,990 24.3 TV Quick 168 1,107 11,500 10.4 TV Times Magazine 343 1,657 16,450 9.9 What's on TV 1,318 3,450 20,160 5.8

317 UK: MAGAZINES

Magazines cont. Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) £ £ Home interest BBC Gardeners' World Mag. 221 1,565 7,850 5.0 Ideal Home 198 947 10,450 11.0 Country Living 189 850 8,851 10.4 House Beautiful 161 552 8,803 15.9 Homes and Gardens 140 897 9,200 10.3 House and Garden 140 806 15,855 19.7 25 Beautiful Homes 102 395 5,030 12.7 BBC Good Homes 98 366 8,030 21.9 Country Homes and Interiors 89 344 5,250 15.3 Living Etc 86 184 5,200 28.3 BBC Homes And Antiques 75 333 6,870 20.6 Real Homes 68 282 4,600 16.3 The World of Interiors 66 168 10,500 62.5 ELLE Decoration 62 189 8,020 42.4 Garden Answers 24 190 2,850 15.0 Source: ABC Jul 08-Dec 08, NRS, BRAD

Average CPT (Colour): £12.2

318 UK: MAGAZINES

Top ten magazine Top ten magazine advertisers (2008) product categories (2008) Magazine expenditure Magazine expenditure Advertiser € (mill) Category € (mill) Procter & Gamble 37.3 Cosmetics & toiletries 145.2 Unilever 25.4 Clothing & accessories 112.3 L'Oréal 18.2 Entertainment & the media 93.4 COI 9.0 Leisure equipment 77.5 Nestlé 9.0 Vehicles 72.9 JD Williams & Co 8.6 Food 70.6 British Sky Broadcasting 8.5 Mail order 56.0 Mars 7.2 Household equipment 51.4 Boots 6.9 Computers 45.1 Coty Prestige 6.6 Telecoms 40.3 Source: NMR Source: NMR

Top ten TV listings magazine Top ten women's magazine product categories (2008) product categories (2008) Magazine expenditure Magazine expenditure Category € (mill) Category € (mill) Mail order 17.9 Cosmetics & toiletries 123.8 Entertainment & the media 11.7 Clothing & accessories 76.2 Telecoms 9.3 Food 57.2 Food 3.6 Entertainment & the media 23.3 Finance 3.1 Pharmaceutical 21.2 Govt, social & political orgs 2.8 Retail 20.1 Leisure equipment 2.1 Telecoms 18.6 Motors 2.1 Household stores 17.9 Retail 1.9 Mail order 17.4 Household equipment 1.8 Property 15.1 Source: NMR Source: NMR

319 UK: RADIO

RADIO Number of commercial radio stations: 308 (analogue) Source: Ofcom Number of radio households: 26,298,000 (100%) Average adult listening minutes per day: 165 Source: RAJAR Costs/audiences Peak rate Peak audience 30 sec peak Peak (30 sec) Adults Adult CPT Station Typetime £ 000s £ National Classic FM music 0600-1000 765 425 1.8 Absolute AM & FM music 0600-1000 388 252 1.5 TalkSport talk 0600-1000 386 309 1.3 Main regional Capital 95.8 FM music 0600-1000 605 220 2.8 Heart 106.2 music 0600-1000 1,289 551 2.3 Clyde FM music 0600-1000 425 236 1.8 Heart 100.7 music 0600-1000 371 170 2.2 Radio City FM music 0600-1000 270 133 2.0 Kiss 100 FM music 0600-1000 1,128 497 2.3 Key 103 music 0600-1000 351 150 2.3 BRMB music 0600-1000 98 39 2.5 Smooth FM (London) music 0600-1000 46 36 1.3 Century NE music 0600-1000 51 31 1.7 Kiss West music 0600-1000 161 107 1.5 Real Radio Scotland music 0600-1000 217 124 1.8 Metro Radio music 0600-1000 275 128 2.2 Source: Telmar Q4 2009 Average CPT (all commercial stations): £2.0

320 UK: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser £ (mill) Category £ (mill) COI 47.1 Govt, social & political orgs 85.1 Ford 6.5 Vehicles 83.7 Blockbuster Entertainment 6.0 Entertainment & the media 77.3 Specsavers Optical Group 6.0 Retail 66.3 Volkswagen 5.9 Business & industrial 37.2 Unilever 5.7 Household equipment 33.3 Autoglass Holdings 5.7 Telecoms 33.1 T-Mobile Network 5.4 Finance 32.0 British Sky Broadcasting 5.1 Travel & transport 25.4 DFS Furniture 4.7 Food 13.6 Source: NMR Source: NMR

Top radio Top ten radio owners (2008) sales houses (2008) Owner (Not ranked) Sales house (Not ranked) Bauer Radio Bauer Radio Global Radio Chrysalis Radio Sales GMG Radio Holdings First Radio Sales The Local Radio Company GCap Media Tindle Radio GMG Radio Sales UKRD SAGA Radio Sales UTV Radio Sunrise National Sales Source: ZenithOptimedia TalkSport Tindle Radio Sales UBC Media Source: ZenithOptimedia

321 UK: OUTDOOR

OUTDOOR Number of outdoor sites: 123,611 Size/distribution/cost of sites Number of Cost per panel Size/type sites per two weeks (£) Roadside 4 sheets 794 - 6 sheets 74,367 120 16 sheets 100 - 48 sheets 22,982 320 96 sheets 2,892 850 Other 22,476 - Source: Postar Feb 2009, Meridian, Posterscope

Top ten outdoor Top ten outdoor advertisers (2008) product categories (2008) Outdoor expenditure Outdoor expenditure Advertiser £ (mill) Category £ (mill) Vodafone 18.5 Entertainment & the media 150.0 T-Mobile 17.8 Telecoms 100.1 British Sky Broadcasting 15.4 Finance 88.8 Coca-Cola 15.1 Drink 62.0 COI 14.7 Vehicles 61.5 Virgin Media 14.0 Travel & transport 57.0 Unilever 11.7 Retail 46.0 Universal Pictures 11.1 Govt, social & political orgs 40.0 British Gas 9.9 Food 34.5 Orange 9.5 Business & industrial 33.9 Source: NMR Source: NMR Main outdoor contractors No. of panels Contractor 6 sheets 48 sheets 96 sheets Clear Channel 46,281 5,984 1,111 JCDecaux 16,312 9,155 1,051 Primesight 10,434 192 36 Titan Outdoor - 7,476 664 Source: Postar Feb 2009

322 UK: CINEMA CINEMA Number of cinema screens: 3,661 Source: CAA Average cost of a 60 sec. spot per screen per wk: £116.70 Source: Pearl & Dean Average CPT: £116.70 Trend in admissions Admissions Gross takings (mill) £ (mill) 2002 176 755 2003 167 742 2004 171 770 2005 165 770 2006 157 762 2007 162 821 2008 164 850 Source: CAA, Pearl & Dean, Screen Digest Cinema audience profile Age % 15-24 34 25-34 17 35-44 15 45+ 27 Sex % Male 50 Female 50 Class distribution % ABC1 68 C2DE 32 Source: Film Monitor Top ten films (2008) Gross takings Film £ (mill) Mamma Mia! 69.2 Quantum of Solace 50.7 The Dark Knight 48.7 Indiana Jones and the Kingdom of the Crystal Skull 40.2 Sex and the City 26.4 Hancock 24.7 Wall-E 22.8 High School Musical: Senior Year 22.7 Kung Fu Panda 20.0 Madagascar: Escape 2 Africa 18.3 Source: ACNielsen EDI

323 UK: CINEMA

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser £ (mill) Category £ (mill) Orange 16.6 Vehicles 29.4 Unilever 9.9 Telecoms 24.0 COI 8.6 Drink 22.0 Kellogg's 7.2 Food 17.3 Volkswagen 5.8 Entertainment & the media 14.7 Peugeot Motor 4.5 Govt, social & political orgs 14.1 Sony Computer Entertainment 3.3 Cosmetics & toiletries 13.0 Department of Transport 3.1 Computers 11.0 Ford 2.9 Clothing & accessories 6.4 Virgin Media 2.9 Travel & transport 5.3 Source: NMR Source: NMR

Top ten cinema Top cinema sales owners (2008) houses (2008) Owner Sites owned Sales house No. of screens Odeon Cinemas 108 Digital Cinema Media 2,287 Cineworld 74 Pearl & Dean 1,374 VUE Cinemas 63 Source: CAA Showcase 22 City Screens 18 Empire 16 Suri Curzon Cinemas 14 Apollo 13 Ward Anderson 8 Hollywood 7 Source: CAA

324 UK: INTERNET

INTERNET Homes with internet connection: 18,300,000 (70%) Adult internet users: 37,400,000 (76%) Source: Office for National Statistics 2009 Internet users with home broadband: 90% Source: Office for National Statistics 2009 Typical monthly cost of internet access: £10 Cost of display ads Top ten paid-search keywords Typical cost per thousand Typical cost per click Type £ Keyword £ Banner 5.0 Facebook 0.9 Leaderboard 7.5 Youtube 0.6 Skyscraper 7.5 Facebook Login 0.9 MPU 13.5 e-Bay 0.6 RM banner* 13.5 e-bay UK 0.4 RM leaderboard* 10.0 Amazon 0.5 RM skyscraper* 10.0 Argos 0.5 RM MPU* 18.0 Bebo 1.0 Pop up 10.0 You tube 0.4 Overlay 17.5 BBC 0.2 Source: ZenithOptimedia estimates 2009 Source: Hitwise, Google 2010 *Rich Media formats, incl'; expandable and video streaming Note: Prices are based on site specific buys, and exclude network rates

Internet user profile Age % 15-24 19.5 25-34 19.4 35-44 22.4 45-55 17.0 55+ 21.7 Sex % Male 54.0 Female 46.4 Class % AB 31.8 C1 31.6 C2 19.6 DE 17.0 Source: BMRB TGI.net Wave 19 (Jan 08-Dec 08)

325 UK: INTERNET

Top ten internet sites Top search engines Unique visitors % of UK searches Owner per month (000s) Search engine per month Google 33,751 Google UK 76.5 MSN/Windows Live 27,713 Google.com 13.0 Facebook 23,933 Bing.com 3.1 BBC 22,589 Yahoo UK 2.9 Yahoo! 20,934 Yahoo.com 2.0 Microsoft 17,960 Source: Hitwise UK Feb 2010 Ebay 17,289 Amazon 17,063 You Tube 16,877 Wikipedia 14,922 Source: Nielsen NetRatings NetView Jan 2010

Top ten internet Top ten internet product advertisers (2009) categories (2009) Internet expenditure Share of internet expenditure Advertiser £ (000s) Category % O2 12,368 Technology 19.1 BT 8,756 Telecoms 13.3 COI 7,138 Finance 13.2 British Sky Broadcasting 6,755 Entertainment & the media 11.8 T-Mobile 6,420 Travel & transport 9.5 Orange 6,124 Automotive 9.4 Microsoft 5,563 Consumer goods 8.1 William Hill 4,766 Retail 6.1 Gamesys 4,082 Govt, social & political orgs 4.0 Dell 2,966 Business & industrial 3.5 Source: Marketing Dec 2009 Source: PricewaterhouseCoopers, Internet Advertising Bureau, WARC H1 2009

326 UK: MEDIA REACH/OVERALL

MEDIA REACH

% Reach by medium Adults Day Week Month Terrestrial TV 73.4 91.8 96.7 Commercial TV 73.5 91.8 97.1 Multichannel TV 61.2 85.6 93.1 Newspapers 45.1 64.0 - Magazines 19.3 46.7 64.1 Radio - 90.0 - Cinema - 6.7 18.3 Internet - 63.6 67.0 Source: BARB, RAJAR, TGI, NRS OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser £ (mill) Category £ (mill) COI 190.8 Entertainment & the media 1,090.6 Procter & Gamble 180.9 Finance 923.8 Unilever 150.8 Retail 801.0 British Sky Broadcasting 98.1 Motors 750.2 Reckitt Benckiser 91.9 Food 651.0 Tesco 91.6 Cosmetics & toiletries 619.5 DFS Furniture 83.2 Telecoms 533.7 Kellogs 78.3 Travel & transport 496.6 Asda 76.3 Govt., social & political orgs. 434.3 L'Oréal 75.5 Household equipment 401.2 Source: NMR Source: NMR

327 GLOSSARY

Circulation Number of copies sold or distributed.

Cost per thousand (CPT) The average cost of reaching one thousand of the target population.

IPTV Internet Protocol Television: television transmitted using internet protocols, normally over a telephone line.

Peak time The period in a day in which advertising is most expensive.

Penetration The proportion (%) of a given target market group reached by a medium.

PVR Personal Video Recorder: hard disk recording equipment

Ratecard A price-list issued by media owners for different space sizes or time lengths.

Rating One rating point is one per cent of the target audience.

Reach % of a given audience exposed to a given medium over a given time.

Readership Having read or looked at a publication within its publishing interval.

Television rating (TVR) See Rating

TV home A household receiving television transmissions.

328