MEDIA NEWSLETTER

May 2009

Eurovision 2009

National representatives at the contest are most interesting for Russian TV During the past years the viewing of Eurovision was viewers; the interest to best singer depends on how his win was expected. This year growing, especially in Moscow. Eurovision-2009, which took mass media forecasted the win of A. Rybak, while the win of Lordi in 2006 was place in Moscow, got the largest audience. unexpected. The interest to voting process also depends on peoples expectations of Russia’s chances to win. 25 Moscow D. Bilan Russia 2006 2007 2008 2009 A. Prikhodko А. Rybak 20 150 People’s 17.6 16.9 expectations of D. 16.1 140 136 Bilan win 15.3 15 130 126 123 12.4 11.7 11.5 118 11.0 11.3 120 115 115 10.1 9.1 9.4 9.2 9.6 108 108

10 8.9 110 TVR %, All TVR 18+ 7.2 6.7 100 100 5.5 5.5 93 4.8 99 98 5 89 97 98 88 2.9 90 1.7

80 Lordi Index on average programme TVR18+ programme averageon Index 0 70 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Russian singer Winner Other singers Voting 2 12 10 3 12 15 2 3 1 11

Alsou Mumiy Prime t.A.T.u. J. Savicheva D. Bilan D. Bilan troll minister N. Podolskaya A. Prikhodko Source: TNS Russia; All 18+ Source: TNS Russia; Initiative; Russia 100,000+, All 18+ Eurovision-2009 final was watched by more than 130 mln people in 22 European countries. 57 mln TV viewers watched the show at the same time. was not only Eurovision-2009 winner, but also the leading country in terms of Eurovision viewing. The Eurovision viewing in Russia was at the average European level. Eurovision audience in Russia was one of the youngest in Europe.

80 85% 100 83% Young Moscow 77% 75% 70 72% TVR Lithuania Greece 67% 65% Loyalty 65% 90

60 Russia 35

60% 35 - 53 - Estonia 55% 54% 55% 50 UK 80 45% Sweden 38 43% 42% 42% Norway Germany 40 37 36 35 35%37% 35% Portugal 32% 32% 34% 100 105 110 Spain 115 120 125 130 TVR, AdultsTVR, 30% 25% 70 30 26 27% Bulgaria 20% 25% Belgium North 22 22% 16% Romania Slovenia 20 17 16 15 14 13 Average TVR: 14 15% Hungary 13 12 12 11 60 Czechia Netherlands Croatia 10 10 9 5 5% adultby watched duration, programme %

5 5 3

Affinity Index on All 18 18 All All on on Index Index Affinity Affinity 0 -5% 50

UK Belgium South

Spain

Latvia

Russia

Norway Greece Croatia

Estonia

Ukraine

Sweden Hungary Czechia

Portugal Moscow Bulgaria

Slovenia

Germany Romania

Lithuania Old 40

Netherlands BelgiumNorth BelgiumSouth Male Female Affinity Index on Women Source:Initiative Moscow; Local Initiative& IPG offices; TNS Russia Source:Initiative Moscow; Local Initiative& IPG offices; TNS Russia As the people’s interest to Eurovision has been growing, advertisers more Eurovision-2009 was actively announced and advertised in often used it in their communication. Before 2007 there were just some small TV, as well as in OOH and Radio. It was #1 in Top TV brands sponsorship projects. In 2009 there was the highest sponsorship activity. This year at the beginning of May. Raiffeisen Bank continued to use Eurovision sponsorhip in it’s communication.

4500 2,500 Top TV brands (May 1-17) Eurovision 2009 in Non-TV 4000 2,000 Top Moscow OOH brands (April) 3500 # Brand # of sites Schwarzkopf 1 Castrol 562 3000 2 Bee Line 552 1,500 3 Mcdonald's 527 2500 Pepsi …. 60 Intouch 169 2000 Mary Kay

1,000 62 Eurovision. 168 Actual GRP's Actual Gold Mine Beer 64 Tekhnosila 166

ActualGRP's 18+ 1500 Top Moscow Radio brands (20 April - 17 May) Rostelecom 500 1000 # Brand # spots 1 Meramed 2455 500 Wella Raiffeisen 2 Niarmedik Plus 1299 Rolsen Colin's Megafon Raiffeisen 0 3 Obi 1255 0

2003 2004 2005 2006 2007 2008 2009 Sorti 54 Kapilar 376

Nivea Rexona

Nescafe 55 Eurovision. 376

Megafon

Bee LineBee

Eldorado

Samsung Mobile Eurovision 61 Arbidol 361 Telesystems Источник: TNS Russia; Все 18+ Источник: TNS Russia; Все 18+

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