Comscore, Inc. Proprietary and Confidential

The Digital Consumer Will Shape the New Brave New World

Why Digital? Why Now and How?

President cMM Canada: comScore Inc. Brent Lowe-Bernie Table of Contents

1. Who is comScore Inc.? Did you know… 2. Opening Principle 3. Media Usage Patterns in Canada Online Video Reaches 4. How technology is changing audiences: Over 90% of Canadians 1. Social Media on the Web 2. Online Video 3. Multi-screening 5. Audiences are changing how we need to tell stories: The opportunity for media-makers, and story-tellers

. Founded in 1999 . Corporate headquarters: Reston, VA – Offices in Chicago, NYC, San Francisco, Seattle, Toronto, London, & Tokyo – 500+ full-time employees – Award winning & one of the fastest growing global research firms – Publically traded company on the Nasdaq . Experienced senior leadership team with an outstanding record of innovation in the market research industry . Created the only continuous survey panel that also passively captures all web-wide behavioral and transaction data for a sample of 2 million people . More than 1,100 clients

. We are the largest provider of digital marketing intelligence, using a platform that helps our customers make better-informed business decisions and implement more effective digital business strategies

. We measure the continuous online activity of 2 million people globally who have granted us explicit permission to confidentially measure their Internet usage patterns.

. Our products and solutions provide our customers deep insights into consumer behavior, both online and offline

The Only Global Measurement of Audience 360° View of Consumer Behavior and e-Commerce

Web Visiting and Viewing

Demographics Online Life Stages Transactions

Streaming Search Video Behavior

41 Media Metrix Reported Countries Media Exposure 172 Countries with Sample Presence

Unified To Meter Measurement Cell Phones Globally To Provide Behavioral Ad (Panel + Server) Effectiveness (Campaign Metrix) To Measure Video Streaming (Video Metrix) To Deliver a Worldwide Internet Audience Measurement (World Metrix) To Measure the Search Market (qSearch) To Build and Project from 2M+ Longitudinal Panel

To Monitor and Report eCommerce Data

External Recognition

WORLD ECONOMIC Top 100 World’s Largest FORUM Innovative Companies Windows Database Technology Pioneer December 2004 December 2001, 2007 2003, 2005 © comScore, Inc. Proprietary and Confidential. 7 Opening Principle

•From passive •Super distribution viewing , to active engagement •Fragmentation

•From program •Experimentation times to personal - time (and place, and •Transmedia platform)

Music Category Newspapers Category TV Category Radio Category

Total Unique Total Unique Total Unique Total Unique Visitors (000) Visitors (000) Visitors (000) Visitors (000)

Persons: 2+ 15,215 14,155 13,236 6,743 Persons: 2-17 3,479 2,145 2,402 1,007 Persons: 18-24 1,698 1,216 1,253 619 Persons: 25-34 2,799 2,606 2,534 1,360 Persons: 35-44 2,770 2,913 2,696 1,427 Persons: 45-54 2,346 2,634 2,259 1,263 Persons: 55+ © comScore,2,123 Inc. Proprietary and Confidential. 2,64210 2,092 1,066 Source: comScore Media Metrix, Canada, All Locations, January 2010 Canada is the Highest Penetrated Country We View the Most Content and Spend the most Time

80.00 200,000 Online Reach% Total Unique Visitors 180,000 70.00 160,000 60.00 140,000 50.00 120,000

40.00 100,000

80,000 30.00 60,000

% Online Reach % 20.00 40,000

10.00 (000) Visitors Unique Total 20,000

0.00 0 Canada US UK Japan Germany France Italy

Average Minutes per Visitor Average Pages per Visitor Canada 2,650.5 South Korea Israel Canada 3,946 South Korea Netherlands Netherlands Israel Turkey Turkey United States France United Kingdom United Kingdom France Finland Finland Sweden Brazil Germany

0.0 1,000.0 2,000.0 3,000.0 0 1,000 2,000 3,000 4,000 5,000

© comScore, Inc. Proprietary and Confidential. 11 Source: comScore Media Metrix, Persons 15+, All Locations, January 2010 Source: Wikipedia Population Estimates – as of February 2010 Canadians Rapidly Spending More Time Online Viewing Video

Total Internet:MMX Total Internet: VMX 80,000

70,000 -2%

60,000

50,000

40,000 +192% 30,000

20,000 Total Minutes (MM) Minutes Total

10,000

Source: comScore Inc. MMX and VMX, Canada – All Locations November 2008 - 2009

Minutes per Viewer Videos per Viewer 1,200.0 250.0

1,000.0 200.0

800.0 150.0

600.0

100.0

Videos per per Videos Viewer Minutes per per MinutesViewer 400.0

50.0 200.0

0.0 0.0 Persons: 2-17 Persons: 18-24 Persons: 25-34 Persons: 35-49 Persons: 50+ Source: comScore Inc, VMX, Canada, August 2008 September 2009 Average - All Locations,

Canada* 86% Germany Russian Federation United 65% 62% United States* Kingdom 85% 86% China India Mexico 40% Middle East - Africa 70% 81% 79%

Latin America Australia 82% 80%

Social Networking attracts a worldwide audience of over 830.9 million Unique Visitors and continues to be a growing trend

*Source: comScore, Inc., MMX Worldwide (Worldwide Ages 15+), All Locations, December 2009

1,444,000 UV’s

804,000 UV’s

457,000 UV’s

895,000 UV’s

comScore Inc, MMX, Canada, - December 2009 – All Locations

% Reach of % Reach of % Reach of % Reach of Moderate Heavy Moderate Light Internet Social Social Social Users Networkers Networkers Networkers Category 46.8 56.5 42.4 35.5 Gambling 55.7 62.6 48.4 41.0 Health 63.1 71.8 56.3 47.8 Telecommunications 69.9 82.4 70.9 56.0 Games 38.6 40.6 33.5 29.3 Career Services and Development 60.0 63.8 52.6 46.1 Of Social Regional/Local 60.5 66.0 56.7 46.8 Networking Sports 56.0 58.6 50.5 41.9 Category Automotive Visitors also Education 64.1 69.6 59.4 51.6 go to: 69.4 73.0 64.8 54.3 Auctions 37.3 36.8 30.9 29.8 Business to Business 89.1 94.8 84.6 72.8 Technology 67.2 67.8 60.4 53.6 Travel 63.6 62.7 55.5 51.4 Government 38.2 37.0 31.5 31.5 ISP 86.1 90.5 89.7 83.2 Entertainment

90% of Entertainment Visitors are HeavySource: Social comScore, Inc., SMXNetworking Canada, Ages 2+, All Locations, Users December 2009 © comScore, Inc. Proprietary and Confidential. 17 - Categories by Highest UV Index for Heavy Social Networkers Different Age Groups …Different Communities

INDEX Blogger FACEBOOK.COM

Persons: 2-17 114 111 112 30 151 115 102

Persons: 18-24 113 114 112 57 137 119 98

Persons: 25-34 108 109 107 114 105 99 107

Persons: 35-49 99 98 98 151 87 99 109

Persons: 50+ 79 81 82 105 55 82 85

Source: comScore Media Metrix, Canada, December 2009

95 90.5 90

70 % Reach % 65

50 United States Germany UK France Canada Source: comScore Inc, VMX, Canada November 2009 – 3 month average , All Locations,

Avg. Minutes per Viewer Spent Streaming Video on Entertainment Sites Up 114% Y/Y TV Radio Entertainment - Music Humor Kids Entertainment - Movies Entertainment - News Multimedia 100.0 700.0 90.0 600.0 80.0

70.0 500.0

Multimedia - 60.0 400.0 50.0 300.0

40.0

TV, Kids, Radio, Movies,News, – 30.0 Music, humorMusic, 200.0 20.0

100.0 MinutesAvg. per Viewer 10.0

0.0 0.0 Avg. MinutesAvg. per Viewer

Source: comScore Inc. Canada – All Locations November 2008 - 2009

Videos (000)

Entertainment 3,430,423

Portals

News/Information

Services

Conversational Media

Sports

Games

Retail

Community

Search/Navigation

0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 Source: comScore Inc, VMX, Canada November 2009, All Locations,

+110% +86% +319%

+270% +260% Videos (000) Videos

+140%

Source: comScore Inc, VMX, Canada November 2008 - 2009, All Locations,

Canadians Streaming More Video on Media Company Sites in 2009

Top 20 Properties Streaming Videos: November 2008 Top 20 Properties Streaming Videos: November 2009

* Google Sites #1: 1,175,912,000 Videos * Google Sites #1: 2,859,284,000 Videos

© comScore, Inc. Proprietary and Confidential. 24 Source: comScore Inc, Canada November 2008, All Locations, Source: comScore Inc, Canada November 2009, All Locations, Audiences are changing how we need to tell stories:

What are the opportunities for story tellers and brands?

1) Engage more deeply with your core TV audience 2) Find new audiences and drive them back to watch you on TV 3) Find new audiences and entertain them, wherever they are

Leverage All The Distribution Channels!

. Only 4% of the US online population say that they never use a computer while watching TV . We can view this as fragmentation… or opportunities to engage more deeply with our audiences where they are already spending time

Total Unique Viewers (000) Total Unique Visitors (000) % of Visitors Viewing Videos

10,000 0.40 36.5% 19.7% 9,000 0.35 8,000 11.7% 32.5% 23.0% 0.30 7,000 0.25 6,000

5,000 0.20

4,000 0.15 3,000 0.10

2,000 Videos VisitorsViewing of % 0.05 Total Unique Viewers /Visitors (000) /Visitors ViewersUnique Total 1,000

0 0.00 CTVglobemedia Canwest Digital CBC-Radio Canada Sites Canoe Network Corus Interactive Sites

Source: comScore Inc, MMX - VMX, Canada November 2009, All Locations,

Missed episode on TV

Convenience

Less ads

Like to see past episodes

Prefer the online experience TV+Online Viewers Don’t subscribe to cable/don’t have 29% a TV

Other

0% 10% 20% 30% 40% 50% 60% 70% TV-Only Viewers 65% Online-Only TV Viewers 6%

‘The future of original TV Viewing and the new digital consumer’ was a survey © comScore, Inc. Proprietary and Confidential. 29 conducted by comScore in December 2009. Find new audiences, and engage them on any platform

Facebook usage is surprisingly similar on mobile and PC

mobile users spend 252.4 minutes on PC users spend 182.8 minutes per facebook, average month; average 9.1 Usage Days 7.8 usage days per per month month. comScore Inc. M:Metrics US – August 2009

Visits per Visitor 12 10 10

8 Top OEM Brands Using Twitter.com

6 • RIM Holds the most Twitter.com users 4.7 • 7.1% of RIM and Apple Owners Tweet Apple Motorola Samsung LG RIM 4 1,200,000 1,000,000 2 800,000

. Subs . 600,000

0 400,000 Proj PC Mobile 200,000

comScore Inc. Mobile Metrix – August 2009 – Symbian, 0 MS, and Palm OS

. Media usage habits are changing and there are more mediums than ever per target group . Relevancy and timeliness drives platform choice and multi-device usage . Think, plan and weave cross platform thinking in from the beginning of concept development . Embrace the Canadian opportunity in social, online and mobile media . Measure your total program results, learn and get smarter on how to be successful with your reaching your audiences

Questions?? Brent Lowe-Bernie 416-646-9911 [email protected]