Pacific Market & MediaFact

2009 Edition

Compiled by: Anne Austin, 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 0968-2171

Every effort has been made in the preparation of this book to ensure accuracy of the contents, but the publishers and copyright owners cannot accept liability in respect of errors or omissions. Readers will appreciate that the data is only as up-to-date as printing schedules will allow and is subject to change. ZENITHOPTIMEDIA

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

Page SUMMARY TABLES 1 COUNTRY DATA 13 32 55 75 96 Japan 113 127 New Zealand 155 175 192 212 233 255 274 Vietnam 296 GLOSSARY 309

SUMMARY TABLES: EXCHANGE RATES

SUMMARY TABLES EXCHANGE RATES

1 US$ = …local currency

Country Currency 2008 2007 % change Australia Dollar (A$) 1.19 1.19 0.0 China Yuan (RMB) 6.95 7.61 -8.7 (HK$) 7.79 7.80 -0.2 India Rupee () 43.51 41.35 5.2 Indonesia Rupiah (R) 9,699.00 9,141.00 6.1 Japan Yen (¥) 103.36 117.75 -12.2 Malaysia Ringgit (RM) 3.34 3.44 -3.0 New Zealand Dollar (NZ$) 1.40 1.36 2.9 Pakistan Rupee (PKR) 70.41 60.74 15.9 Philippines Peso (P) 44.48 46.15 -3.6 Singapore Dollar (S$) 1.42 1.51 -6.1 South Korea Won (KW) 1,102.05 929.26 18.6 Taiwan Dollar (NT$) 31.53 32.84 -4.0 Thailand Baht (Bt) 34.31 34.52 -0.6 Vietnam Dong 16,302.0 16,105.0 1.2

1 SUMMARY TABLES: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising as a percentage of Gross Domestic Product 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Australia 1.20 1.22 1.18 1.20 1.05 1.01 1.04 1.08 1.08 1.05 1.08 1.03 China 0.36 0.39 0.42 0.40 0.39 0.43 0.48 0.45 0.46 0.48 0.45 0.44 Hong Kong 1.52 1.65 1.90 0.91 0.97 1.12 1.16 1.38 1.42 1.50 1.53 1.52 India 0.29 0.24 0.24 0.27 0.28 0.28 0.31 0.34 0.35 0.36 0.38 0.39 Indonesia 0.52 0.25 0.31 0.34 0.35 0.44 0.55 0.63 0.60 0.59 0.59 0.56 Japan 0.87 0.84 0.86 0.91 0.91 0.86 0.86 0.88 0.95 0.95 0.94 0.92 Malaysia 0.94 0.77 0.85 0.91 0.91 0.91 0.89 0.96 0.90 0.86 0.88 0.86 New Zealand 1.36 1.33 1.29 1.28 1.19 1.19 1.26 1.32 1.36 1.28 1.25 1.19 Pakistan 0.25 0.21 0.21 0.17 0.15 0.16 0.17 0.17 0.17 0.19 0.26 0.27 Philippines 1.75 1.71 1.76 1.83 1.92 1.96 2.19 2.32 2.63 2.45 2.39 2.36 Singapore 0.90 0.86 0.87 0.94 1.00 1.07 1.09 1.10 0.93 0.88 0.79 0.82 South Korea 0.99 0.75 0.92 1.18 1.08 1.08 1.00 0.93 0.93 0.95 0.95 0.86 Taiwan 0.61 0.70 0.62 0.60 0.66 0.64 0.69 0.54 0.47 0.44 0.41 0.37 Thailand 0.96 0.77 1.03 1.04 1.17 1.24 1.32 1.39 1.35 1.27 1.20 1.09 Vietnam 0.58 0.49 0.47 0.48 0.50 0.49 0.57 0.60 0.48 0.57 0.57 0.50

Asia Pacific * 0.82 0.78 0.80 0.82 0.80 0.78 0.79 0.79 0.80 0.79 0.77 0.73 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) Total 2008 % adspend News- Maga- (US$m) papers zines TV Radio Cinema Outdoor Internet Australia 10,177 33.9 8.5 30.7 8.2 0.8 3.7 14.1 China 18,895 26.1 2.4 38.2 5.2 0.2 13.5 14.4 Hong Kong 3,284 36.6 13.7 33.2 4.9 0.0 8.3 3.3 India 4,914 42.6 5.3 39.8 3.0 0.7 7.0 1.6 Indonesia 2,873 34.7 4.2 52.0 3.4 0.1 5.7 0.0 Japan 44,947 17.8 8.8 41.1 3.3 0.0 13.9 15.0 Malaysia 1,903 52.3 2.5 36.5 4.6 0.4 2.7 1.0 New Zealand 1,578 34.4 11.3 29.3 12.1 0.4 3.4 9.1 Pakistan 401 23.7 5.6 51.4 3.5 4.7 10.6 0.5 Philippines 3,981 5.2 1.3 73.1 17.4 0.0 3.0 0.0 Singapore 1,497 40.4 5.6 34.7 7.2 0.8 10.3 1.0 South Korea 8,000 39.1 4.4 32.6 2.6 0.9 5.4 15.0 Taiwan 1,533 22.9 12.5 37.3 7.9 0.0 7.0 12.4 Thailand 2,886 22.8 6.6 51.6 8.0 4.3 6.5 0.2 Vietnam 462 14.5 7.9 71.7 0.3 0.0 5.5 0.1

Asia Pacific * 107,332 26.6 7.2 40.1 4.9 0.4 11.0 9.8 Note: These figures have not been adjusted to account for different methods of compilation and are therefore not fully comparable. * above countries only

3 SUMMARY TABLES:

TELEVISION

Household penetration of TV accessories (%) Television Homes penetration Percentage of TV homes with Country (000s) % Colour PVR Satellite Cable DTT IPTV Australia 7,587 100 100.0 15.0 - 30.0 54.0 - China 420,259 97 97.8 1.3 14.8 55.8 - - Hong Kong 2,279 98 100.0 - - 39.8 23.4 41.4 India 225,534 48 76.5 - 12.0 67.8 - Indonesia - 97 90.3 - 9.0 0.4 - - Japan 52,878 100 99.4 51.2 - - - - Malaysia 4,434 98 - - 37.0 - - - New Zealand 1,615 99 99.0 6.0 - - - - Pakistan 26,500 48 ------Philippines^ 8,555 89 99.0 0.1 0.1 24.4 - - Singapore 1,138 100 99.0 28.0 - 48.0 0.3 8.8 South Korea 16,670 100 100.0 80.8 5.2 77.8 35.1 17.1 Taiwan 7,721 100 100.0 3.1 0.4 85.6 6.6 2.7 Thailand 20,306 98 98.7 - 1.0 2.0 - - ^ urban households

4 SUMMARY TABLES: TELEVISION

Viewing/rates Average minutes Average 30 sec viewed per day CPT US$ Country Adults Adults Australia 149 20.4 China 179 10.1 Hong Kong 244 30.6 India 147 0.07 Indonesia 35 2.4 Malaysia 205 3.6 New Zealand 189 - Pakistan 185 0.04 Philippines 216 15.5 Singapore 172 30.1 South Korea 288 25.2 Taiwan 186 8.3 Thailand - 0.7 Vietnam * - 30.9 * survey covers only four cities

5 SUMMARY TABLES: NEWSPAPERS/MAGAZINES

NEWSPAPERS/MAGAZINES Average rates Newspaper Magazine B/W CPT US$ colour CPT US$ Country Adults Adults Australia 29.3 21.6 China 3.0 11.3 Hong Kong 19.1 39.7 India 0.01 4.9 Indonesia 0.02 0.008 Malaysia 4.9 8.0 New Zealand 60.1 17.8 Pakistan 10.5 1.3 Philippines 4.0 28.3 Singapore 13.1 23.6 South Korea 19.0 7.1 Taiwan 25.6 28.4 Thailand 2.4 3.9 Vietnam 2.2 7.5

6 SUMMARY TABLES: RADIO

RADIO Stations/rates Number of Average 30 sec commercial radio CPT US$ Country stations Adults Australia 261 8.7 China 257 4.2 Hong Kong 6 - India 280 0.06 Indonesia 1,022 0.2 Japan 101 - Malaysia 53 0.5 New Zealand 350 10.3 Pakistan 25 - Philippines 959 - Singapore 16 0.8 South Korea 23 1.6 Taiwan 171 2.0

7 SUMMARY TABLES: OUTDOOR

OUTDOOR Sites Number of Country outdoor sites Australia 56,800 China 2,996,207 India 38,000* Malaysia 6,500+ New Zealand 10,700 Pakistan 100,000 Thailand 3,662** * Mumbai only ** Bangkok only

8 SUMMARY TABLES: CINEMA CINEMA Screens/rates Number of Average 60 sec spot cinema per screen per week US$ Country screens Adults Australia 1,652 363.0 China 4,097 431.7 Hong Kong 162 770.2 India 15,000 26.4 Indonesia 417 98.3 Japan 3,359 - Malaysia 296 106.3 New Zealand 366 350.0 Pakistan 160 - Philippines 900 - Singapore 148 - South Korea 2,100 907.4 Taiwan 200 380.6 Thailand 580 874.6

9 SUMMARY TABLES: CINEMA

Cinema admissions (mill) 2001 2002 2003 2004 2005 2006 2007 2008 Australia 93.0 92.5 90.0 91.5 82.2 83.6 84.7 84.6 China - 110.0 117.0 138.0 - - - - Hong Kong 20.8 19.0 18.0 20.0 20.0 18.6 - - India 2,800 3,200 3,420 3,591 4,200 4,500 5,000 - Indonesia 15.0 17.5 20.0 25.0 25.0 - - - Japan 163.3 160.8 162.3 170.1 160.5 164.6 163.2 160.5 Malaysia 12.4 18.5 20.0 22.9 25.7 27.0 28.0 37.1 New Zealand 16.6 17.8 18.3 17.1 15.4 15.3 - - Philippines 80.0 78.0 68.8 63.7 - - - - Singapore 13.6 14.3 14.6 15.8 15.1 15.5 17.9 19.1 South Korea 89.4 105.1 119.5 135.2 145.5 153.4 151.7 227.7 Taiwan 19.6 19.7 16.8 21.6 - - - - Thailand 13.6 47.2 32.0 35.8 36.0 36.2 - - Asia Pacific* 3,337 3,900 4,117 4,348 4,725 5,014 5,446 529 * above countries only

10 SUMMARY TABLES: INTERNET

INTERNET

Internet Adult population households (%) with access (%) Australia - 78.8 China - 30.8 Hong Kong 87.4 63.4 India 0.1 0.1 Indonesia - 3.8 Malaysia 42.9 30.8 Philippines - 78.0 Singapore 76.0 75.0 South Korea - 83.7 Taiwan 73.1 73.6 Thailand 79.3 -

11 SUMMARY TABLES: MEDIA REACH

MEDIA REACH

Daily (%) Monthly (%) News- Maga- papers TV Radio Internet zines Cinema Australia - 94 65 - 83 62 China 67 95 21 26 34 4 Hong Kong 73 85 41 59 - 31 India 38 44 14 1 12 3 Indonesia - - - - - 5 Japan 48 87 19 58 - - Malaysia 55 60 68 9 23 8 New Zealand 48 61 - 54 - 23 Pakistan - 87 - - - - Singapore 75 78 56 56 29 28 South Korea 31 71 - 45 34 - Taiwan 44 96 24 48 21 - Thailand 26 94 36 10 3 -

12 AUSTRALIA: ECONOMIC DATA

AUSTRALIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 1.19 A$ at 2008 rate

Gross Domestic Product (A$ billion) at current prices 711.1 759.2 809.6 869.6 933.8 1,002.5 1,084.9 1,181.7 % change 6.1 6.8 6.6 7.4 7.4 7.4 8.2 8.9 at 2008 prices 874.8 907.1 941.1 987.3 1,032.7 1,071.2 1,132.5 1,181.7 % change 1.7 3.7 3.7 4.9 4.6 3.7 5.7 4.3

Gross Domestic Product per capita (A$ 000s) at current prices 36.7 38.6 40.7 43.2 45.8 48.6 52.0 56.1 at 2008 prices 45.2 46.2 47.3 49.0 50.6 51.9 54.3 56.1

Gross Domestic Product (US$ billion) at current prices 596.5 636.9 679.2 729.6 783.4 841.0 910.1 991.4 at 2008 prices 733.9 761.0 789.5 828.3 866.4 898.6 950.1 991.4

Gross Domestic Product per capita (US$ 000s) at current prices 30.8 32.4 34.1 36.2 38.4 40.8 43.7 47.1 at 2008 prices 37.9 38.7 39.7 41.1 42.5 43.6 45.6 47.1

Population Millions 19.4 19.7 19.9 20.2 20.4 20.6 20.9 21.1

Consumer Price Index 2008=100 81.3 83.7 86.0 88.1 90.4 93.6 95.8 100.0 % change 4.4 3.0 2.8 2.4 2.7 3.5 2.4 4.4

Ad.spend as a % of GDP 1.05 1.01 1.04 1.08 1.08 1.05 1.08 1.03

Advertising Expenditure Growth (%) at current prices -7.1 2.7 9.3 12.3 7.1 4.2 11.3 3.5 at 2008 prices -11.0 -0.3 6.3 9.7 4.3 0.7 8.8 -0.8 Source: IFS, ZenithOptimedia

13 AUSTRALIA: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE Advertising expenditure in A$ million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 7,061 3,011 766 2,400 557 53 274 - 1999 7,372 3,074 796 2,454 644 58 311 35 2000 8,053 3,359 836 2,746 684 69 276 83 2001 7,483 3,131 771 2,490 695 64 271 61 2002 7,682 3,046 789 2,659 702 58 261 167 2003 8,396 3,314 822 2,924 737 66 297 236 2004 9,429 3,637 895 3,266 842 74 327 388 2005 10,099 3,790 978 3,376 898 84 354 620 2006 10,527 3,723 994 3,420 925 86 379 1,001 2007 11,720 4,076 1,034 3,750 984 93 436 1,346 2008 12,130 4,117 1,032 3,729 992 96 454 1,710 Advertising expenditure in A$ million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 9,616 4,101 1,043 3,268 759 72 373 - 1999 9,888 4,123 1,068 3,292 864 78 417 47 2000 10,340 4,313 1,073 3,526 878 89 354 107 2001 9,206 3,852 949 3,063 855 79 333 75 2002 9,179 3,640 943 3,177 839 69 312 200 2003 9,760 3,852 956 3,399 857 77 345 274 2004 10,705 4,129 1,016 3,708 956 84 371 440 2005 11,169 4,191 1,082 3,734 993 92 391 686 2006 11,248 3,978 1,062 3,654 988 91 405 1,070 2007 12,234 4,255 1,079 3,915 1,028 97 456 1,405 2008 12,130 4,117 1,032 3,729 992 96 454 1,710 Source: Commercial Economic Advisory Service of Australia, ABVS, KPMG Notes: 1. After discounts 2. Includes classified 3. Excludes production costs 4. Excludes agency commission 5. Internet includes general (display/national), classified, search and directories Main advertising restrictions Tobacco: Banned. Alcohol: Restricted on -to-air TV to after 2030. Pharmaceutical: Prescription-only products can only be advertised in trade for healthcare professionals. Therapeutic goods may not be advertised to the general public. Children's: No advertising during programmes for pre-school children. During programmes for primary school children, 5 minutes of advertising can be shown in each 30 minutes. Advertisements should be clearly presented, not mislead children or put pressure on them to ask their parents or other people to buy a product or service. There are restrictions on TV characters endorsing products and how prize giving segments and competitions are shown. Political: Advertising must state who it is authorised and spoken by. No political ads allowed in the three days before polling day.

14 AUSTRALIA: POPULATION

POPULATION

Land area (km²) 7,682,300 Capital city Canberra Language English Currency Australian Dollar (A$) Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-14 2,117 2,009 4,126 15-24 1,540 1,462 3,002 25-34 1,502 1,484 2,986 35-44 1,548 1,566 3,114 45-54 1,466 1,493 2,959 55-64 1,203 1,210 2,413 65+ 1,286 1,546 2,832 Total 10,662 10,770 21,432 Source: ABS

Adult status Male Female Total (000s) (000s) (000s) AB 1,975 1,538 3,513 C 1,693 1,819 3,512 D 1,748 1,764 3,512 E 1,718 1,795 3,513 FG 1,538 1,975 3,513 Total 8,672 8,891 17,563 Source: Roy Morgan Research

Definition of adult status AB = 144+ C = 114-143 D = 94-113 E = 72-93 FG = 0-71

Definition is based on status within three equally weighted categories (60 points each) 1. Level (12 options) 2. Income (16 options) 3. Occupation (12 options)

15 AUSTRALIA: TELEVISION TELEVISION

Number of households: 7,587,000

Number of television households: 7,587,000 (100%)

Television homes with: Colour 100% VCR 54% DVD 76% PVR/DVR 15% Cable (connection) - total 30% Digital (DTT) 54% Source: Roy Morgan No TV licence fee Average minutes viewed per day per adult: 149

Average pay-TV subscription cost Average monthly subscription (A$) Cable (digital) 85 Source: Roy Morgan

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial ABC 100 24 - Commercial Seven 69 24 1,538 Nine 69 24 1,538 Ten 69 24 1,538 SBS 100 24 840 Source: Adquest ETAM Analyzer, channels

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (A$) (000s) (A$) Seven 1830-2230 26,940 1,131 23.8 Nine 1830-2230 26,614 1,040 25.6 Ten 1830-2230 21,857 856 25.5 SBS 1830-2230 3,661 227 16.1 Source: BCC RATE ANALYSIS, ETAM ANALYZER

Average CPT (all commercial channels): A$24.3

16 AUSTRALIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults A$ (000s) Non-commercial ABC 13 12 - Commercial Seven 23 24 1,183,598 Nine 20 21 911,901 Ten 17 16 833,246 SBS 4 4 41,701 STV 23 22 - Source: OzTAM / Nielsen

Top ten television programmes (2008) Adult Programme Channel TVR Olympics Opening Ceremony Seven 22.4 Australian Open Tennis Seven 20.0 AFL Grand Final Seven 19.9 Melb Cup Carnival Seven 18.4 Aust Open Tennis mens final Seven 18.3 Beijing Olympics Seven 17.6 State of Origin Football Nine 17.0 Beijing Olympics Closing Ceremony Seven 17.0 Beijing Olympics Seven 16.9 Twenty/20 Australia v India Cricket Nine 16.7 Source: OzTAM Top ten television advertisers (2008) TV expenditure Advertiser A$ (mill) Wesfarmers 107.4 Nestlé/L'Oréal 67.9 Reckitt Benckiser 60.5 Harvey Holdings 54.5 Corp 53.7 Suncorp 51.9 Woolworths 45.2 Government Commonwealth 43.5 Mitsubishi Motors 43.0 McDonald's 42.8 Source: Nielsen

17 AUSTRALIA: TELEVISION

Top ten television product categories (2008) TV expenditure Category A$ (000s) Retail 927.9 Motor vehicles 391.2 Entertainment/leisure 312.0 Food 262.1 Insurance 177.9 Finance 173.6 Pharmaceutical 157.1 Communications 122.5 Toiletries/cosmetics 117.9 Media 117.0 Source: Nielsen

Top ten television owners/sales houses (2008) TV revenue Owner A$ (000s) Seven 1,183.6 Nine 911.9 Ten 833.2 SBS 41.7 Prime 270.5 WIN 242.4 Sthn X 174.8 PRIME WA 27.3 WIN TAS 20.4 SCTAS 31.3 Source: Nielsen

18 AUSTRALIA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly Adult Full page Adult CPT Full page N=National R=Regional Circulation readership B/W B/W Colour (000s) (000s) A$ A$ A$ (Sydney) Sunday Telegraph (w,R) 657 1,722 43,249 25.1 56,224 (Melbourne) Sunday Herald Sun (w, R) 617 1,569 35,764 22.8 46,493 (Brisbane) Sunday Mail (w, R) 552 1,388 25,712 18.5 33,425 (Melbourne) Herald-Sun (d, R) Mon-Fri 527 1,486 35,378 23.8 45,991 (Melbourne) Herald-Sun (w, R) Saturday 515 1,475 31,654 21.5 41,150 (Sydney) Sun Herald (w,R) Sun 462 1,318 34,075 25.9 44,297 (Sydney) Daily Telegraph (d,R) Mon-Fri 389 1,136 29,813 26.2 38,757 (Sydney) Sydney Morning Herald Weekend Ed (w,R) 359 1,162 64,160 55.2 83,408 (Perth) The West Australian (w, R) Saturday 343 895 20,021 22.4 27,028 (Sydney) Daily Telegraph (w.R) Sat 337 926 25,286 27.3 32,872 (Perth) The Sunday Times (w, R) 321 820 16,473 20.1 23,445 Brisbane Courier Mail (w, R) Saturday 309 876 17,053 19.5 22,169 (National) The Weekend Australian (w,N) 307 868 65,186 75.1 77,006 (Adelaide) Sunday Mail (w, R) 306 727 13,840 19.0 17,992 (Melbourne) The Age (w, R) Saturday 292 963 57,239 59.4 77,273 (Adelaide) The Advertiser (w, R) Saturday 251 638 12,954 20.3 16,840 (Melbourne) The Sunday Age (w, R) 225 725 41,666 57.5 56,250 Brisbane Courier Mail (d, R) Mon-Fri 220 656 13,670 20.8 17,771 (Sydney) Sydney Morning Herald (d,R) Mon-Fri 210 912 51,298 56.2 66,687 (Melbourne) The Age (d, R) Mon-Fri 207 738 38,351 52.0 51,774 (Perth) The West Australian (d, R) Mon-Fri 197 573 12,256 21.4 16,545 (Adelaide) The Advertiser (d, R) Mon-Fri 188 508 9,390 18.5 12,207 (National) The Australian (d,N) Mon-Fri 136 453 36,663 80.9 43,329 (Sydney) mX (d, R, F) Mon-Fri 98 105 8,534 81.3 8,534 (National) Australian Financial Review (w,N) Sat 91 164 13,087 79.8 17,087 (Melbourne) mX (d, R, F) Mon-Fri 89 124 8,295 66.9 8,295 (National) Australian Financial Review (d,N) 82 265 17,412 65.7 22,912 (Hobart) The Mercury (d, R) Saturday 62 148 5,538 37.4 7,200 Sunday Tasmanian (w, R) 59 131 4,631 35.4 6,020 The Canberra Times (w, R) Saturday 58 155 13,262 85.6 15,241 (Hobart) The Mercury (d, R) Mon-Fri 46 107 4,825 45.1 6,273 (Brisbane) mX (d, R, F) Mon-Fri 43 46 4,232 92.0 4,232 (Canberra) The Sunday Times (w, R) 35 93 4,694 50.5 5,867 The Canberra Times (d, R) Mon-Fri 34 99 10,817 109.3 12,440 (Darwin) Northern Territory News (w, R) Saturday 33 55 5,436 98.8 7,067 (Darwin) Sunday Territorian (w, R) 23 40 4,845 121.1 6,298 (Darwin) Northern Territory News (d, R) Mon-Fri 22 47 4,703 100.1 6,114 Source: Roy Morgan Asteroid (Readership), Audit Bureau of Circulations (Circulation)

Average CPT (B/W): A$34.9

19 AUSTRALIA: NEWSPAPERS

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser A$ (mill) Wesfarmers 90.8 Woolworths 73.7 Harvey Holdings 62.0 Government Victoria 40.4 Government Commonwealth 39.5 Government NSW 39.0 Ray White Real Estate 30.8 Myer 30.6 Telstra Corp 27.9 David Jones 26.4 Source: Nielsen

Top newspaper product categories (2008) Newspaper expenditure Category A$ (mill) Retail 553.1 Motor vehicles 450.8 Real estate 418.7 359.1 Travel/accommodation 251.0 Entertainment/leisure 240.1 Finance 169.6 Source: Nielsen

Top newspaper owners (2008) Owner News Ltd Fairfax APN Source: ZenithOptimedia

20 AUSTRALIA: MAGAZINES

MAGAZINES

Magazines Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) A$ A$ Australian Women's Weekly 493 2,177 34,995 16.1 Woman's Day 407 2,104 28,775 13.7 Better Homes & Gardens 370 1,737 25,774 14.8 New Idea 325 1,734 21,900 12.6 Australian Reader's Digest 325 910 13,600 14.9 That's Life 302 1,139 12,670 11.1 Super Food Ideas 271 950 16,335 17.2 Take 5 246 894 10,625 11.9 TV Week 223 915 12,420 13.6 Cosmopolitan 166 617 18,950 30.7 NW 140 363 12,235 33.7 Who Weekly 135 674 13,500 20.0 Woolworths Good Taste 134 646 13,360 20.7 Cleo 134 425 16,180 38.1 Recipes + 134 324 6,650 20.5 Delicious 129 511 12,050 23.6 Dolly 125 340 12,600 37.1 OK! 120 388 8,625 22.2 Marie Claire 116 501 17,800 35.5 Zoo Weekly 112 499 12,845 25.7 Girlfriend 108 339 10,165 30.0 Australian House & Garden 96 529 12,155 23.0 Gardening Australia 94 472 7,600 16.1 Alpha 93 249 9,913 39.8 Australian Women's Health 90 414 10,760 26.0 Madison 90 239 14,870 62.2 Donna Hay 82 384 10,493 27.3 Top Gear Australia 80 435 10,250 23.6 Famous 80 270 7,500 27.8 Shop Til You Drop 80 193 10,475 54.3 Time 76 162 13,600 84.0 Men's Health 75 365 10,170 27.9 Australian Gourmet Traveller 74 276 10,598 38.4 BBC Australian Good Food 73 294 8,950 30.4 Notebook 73 261 9,845 37.7 Weight Watchers 71 157 7,600 48.4 Australian Home Beautiful 70 297 8,630 29.1 Ralph 68 281 9,425 33.5 Good Health 66 263 9,625 36.6

21 AUSTRALIA: MAGAZINES

Magazines cont. Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) A$ A$ Grazia 66 195 10,500 53.8 Smart Investor 65 163 10,249 62.9 InStyle 61 236 11,300 47.9 Australian Family Handyman 61 161 7,950 49.4 Real Living 57 117 6,690 57.2 Burke's Backyard 55 388 9,570 24.7 Wheels 55 366 7,385 20.2 Street Machine 55 357 6,751 18.9 Australian Country Style 53 190 7,004 36.9 Your Garden 53 169 3,660 21.7 FHM 51 203 11,020 54.3 Harper's Bazaar 51 191 10,500 55.0 Vogue Australia 50 339 11,770 34.7 Diabteic Living 50 197 7,370 37.4 Money Magazine 50 182 9,100 50.0 Inside Out 50 119 8,395 70.5 Vogue Living 43 174 9,300 53.4 BRW 42 50 15,000 300.0 Motor 35 163 6,490 39.8 Vogue Entertaining & Travel 30 154 8,310 54.0 Belle 30 98 7,990 81.5 Empire 24 161 3,995 24.8 Rolling Stone 23 294 5,890 20.0 Australian Gourmet Traveller Wine 22 96 6,230 64.9 Inside Sport - 83 4,000 48.2 GQ - 64 7,950 124.2 Men's Style Australia - 61 7,725 126.6 Source: Roy Morgan Readership Survey July 08 - June 09 + ABC June 09

Average CPT (Colour): A$25.7

22 AUSTRALIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser A$ (000s) Category A$ (000s) Nestlé/L'Oréal 38,131 Retail 194,155 Telstra Corp 14,761 Toiletries/cosmetics 100,142 Wesfarmers 14,376 Motor vehicles77,874 Procter & Gamble 11,799 Real estate 74,558 Government Commonwealth 11,387 Clothing/accessories 73,369 Harvey Holdings 10,280 Entertainment/leisure 66,527 SingTel Group 8,277 Travel/accommodation 59,854 Woolworths 8,215 Food 53,374 Village Roadshow Group 7,336 Appliances home & outdoor 44,674 Unilever 7,060 Communications 39,973 Source: Nielsen Source: Nielsen

Top ten magazine owners/sales houses (2008) Magazine revenue Owner A$ (000s) ACP 330,515 News Mags 258,457 Pacific 161,903 Fairfax 139,968 West Mags 37,681 Time Inc 6,249 Universal 4,511 Horwitz 3,899 Readers Digest 3,263 Yaffa 2,880 Source: Nielsen

23 AUSTRALIA: RADIO

RADIO Number of commercial radio stations: 261 Source: Commercial Radio Australia Average daily listening minutes per adult: 75 Source: Commercial Radio Australia

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience (18+) adult CPT Station Type time (A$) (000s) (A$) National Mix 102.3 - Adelaide music 0530-0930 277 25 11.1 5MMM - Adelaide music 0530-0930 278 23 12.1 NOVA 91.9 - Adelaide music 0530-0930 355 17 20.9 SAFM - Adelaide music 0530-0930 288 24 12.0 b105 - Brisbane music 0530-0930 429 37 11.6 97.3 FM - Brisbane music 0530-0930 443 37 12.0 4MMM - Brisbane music 0530-0930 481 38 12.7 NOVA106.9 - Brisbane music 0530-0930 711 45 15.8 2day - Sydney music 0530-0930 1,066 78 13.7 Mix 106.5 - Sydney music 0530-0930 460 29 15.9 2MMM - Sydney music 0530-0930 241 28 8.6 NOVA96.9 - Sydney music 0530-0930 1,229 70 17.6 Vega - Sydney music 0530-0930 308 30 10.3 WSFM - Sydney music 0530-0930 704 69 10.2 FOX FM - Melbourne music 0530-0930 968 89 10.9 MMM- Melbourne music 0530-0930 466 32 14.6 NOVA- Melbourne music 0530-0930 953 68 14.0 VEGA- Melbourne music 0530-0930 136 31 4.4 GOLD- Melbourne music 0530-0930 359 49 7.3 Mix- Melbourne music 0530-0930 271 28 9.7 3AW- Melbourne music 0530-0930 1,100 187 5.9 94.5 FM - Perth music 0530-0930 661 59 11.2 NOVA - Perth music 0530-0930 509 26 19.6 96FM - Perth music 0530-0930 357 36 9.9 6PR - Perth music 0530-0930 340 33 10.3 Main regional MIX 106.3 - Canberra music 0530-0930 152 80 1.9 104.7 - Canberra music 0530-0930 149 137 1.1 Tomato - Gold Coast music 0530-0930 140 137 1.0 Sea FM - Gold Coast music 0530-0930 215 190 1.1 KOFM - Newcastle music 0530-0930 141 22 6.4 NX FM - Newcastle music 0530-0930 141 23 6.1 Source: Nielsen

Average CPT (all commercial stations): A$10.3

24 AUSTRALIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser A$ (mill) Category A$ (mill) Harvey Holdings 12.5 Retail 173.6 Telstra Corp 9.3 Motor vehicles 59.9 Commonweath Govt 8.3 Entertainment/leisure 57.9 7 Network 8.1 Services 42.9 Victorian Govt 7.6 Media 38.2 Clive Peeters 7.3 Finance 26.4 Wesfarmers 7.1 Insurance 23.3 NSW Govt 6.7 Government 22.2 McDonald's 6.4 Real estate 20.2 Advanced Medical Institute 6.1 Travel/accommodation 19.1 Source: Nielsen Source: Nielsen

Top radio owners (2008) Owner Austereo DMG ARN Fairfax Radio Network Maquarie Radio Source: ZenithOptimedia

25 AUSTRALIA: OUTDOOR

OUTDOOR

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month (A$) Large Format Billboards 1,350 12,000+ Small Format Billboards 2,700 2000+ Transit Panels 29,000 1,000 Street Furniture Panels 17,750 400 Retail Panels 6,000 400 Source: OMA, Media Suppliers

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser A$ (mill) Category A$ (mill) Telstra 23.6 Motor vehicles 42.9 Coca-Cola 9.2 Travel/accomodation 38.0 Virgin Blue 8.6 Communications 36.8 Victorian Govt 8.4 Entertainment/leisure 37.0 Vodafone 7.8 Finance 34.4 Village Roadshow 7.7 Retail 29.6 Fosters 7.4 Media 26.2 Government NSW 6.6 Alcohol 24.7 QLD Government 6.6 Food 24.5 Qantas 6.4 Soft drinks 20.3 Source: Nielsen Source: Nielsen

Top outdoor contractors (2008) Outdoor revenue Contractor A$ (mill) APN 120 EyeCorp 95 Adshel 95 oOH 60 JC Decaux 60 Source: Annual Reports, Media Journals

26 AUSTRALIA: CINEMA

CINEMA

Number of cinema screens: 1,652 Source: Val Morgan

Average cost of a 60 sec. spot per screen per week: A$432 Source: Val Morgan

Average CPT: A$175

Number of screens used in typical national campaign: 300 Source: Val Morgan

Trend in admissions Admissions Gross takings (mill) A$ (mill) 2002 92.5 845.0 2003 90.0 866.0 2004 91.5 907.0 2005 82.2 818.0 2006 83.6 867.0 2007 84.7 895.0 2008 84.6 946.0 Source: Val Morgan

Cinema audience profile Age % 16-24 24.0 25-34 19.0 35-49 24.0 50+ 28.0 Sex % Male 46.5 Female 53.5 Status % AB Quintile 29.8 C Quintile 24.5 D Quintile 20.5 E Quintile 15.8 FG Quintile 9.4 Source: Roy Morgan, June 2009

27 AUSTRALIA: CINEMA

Top ten films (2008) Gross takings Film A$ (mill) The Dark Knight 46.0 Australia 37.1 Mamma Mia! 31.7 Quantum Of Solace 30.6 Indiana Jones And The Kingdom Of The Crystal Skull 29.2 Sex and the City 27.0 Kung Fu Panda 25.8 I Am Legend 23.2 Madagascar: Escape 2 Africa 21.8 Twilight 21.6 Source: MPDAA Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser A$ (000s) Category A$ (000s) Carlton & United Beverages 2,968 Alcohol 12,601 Coca-Cola 2,704 Motor vehicles7,093 Ford 2,184 Travel/accommodation 6,569 Toyota 2,131 Soft drinks 5,662 Telstra Corp 1,943 Entertainment/leisure 5,145 Lever Rexona 1,930 Toiletries/cosmetics 4,245 Vodafone Communications 1,872 Food 2,789 Tourism Australia 1,656 Finance 1,742 Samuel Smith & Son 1,626 Media 1,457 Aust Govt Defence 1,523 Pharmaceutical 1,287 Source: Adex 2009 Source: AdQuest Millennium Top cinema Top cinema owners (2008) sales houses (2008) Cinema Cinema revenue Owner screens Sales house A$ (mill) Greater Union/Event/BC&C 448 Val Morgan 93.6 Hoyts 346 Source: Val Morgan 2009 Village 188 Source: Val Morgan 2009

28 AUSTRALIA: INTERNET

INTERNET Adult internet users: 13,636,000 (78.8%) Source: Nielsen Adult internet users with home broadband: 10,821,000 (62.5%) Source: Roy Morgan

Typical monthly cost of internet access: A$40

Average minutes spent online Per day Adults Total 138 Source: Nielsen 2009 Internet report

Cost of display ads Top ten search keywords Typical cost per thousand Keyword Type (A$) Australia Mrec ROS 15 Games Streaming Mrec 18 Lyrics HP OTP take over (1 day) 88,000 Youtube Video pre roll 100 Myspace Source: Yahoo rate card Facebook Google Internet user profile eBay Age % Myspace 18-24 10.3 Hotmail 25-34 15.3 Source: Google insights for Search 35-49 25.4 55-64 11.9 65+ 7.1 Sex % Male 50.5 Female 49.5 Income (A$ per year) % under 19,999 3.6 20,000-34,999 8.1 35,000-49,999 10.5 50,000-74,999 23.1 75,000-99,999 19.3 above 100,000 34.9 Source: Nielsen Netview Dec 08

29 AUSTRALIA: INTERNET

Top ten internet sites (2008) Top ten search engines (2008) Unique visitors Site per month Google Google 12,411 Yahoo Ninemsn/MSN 10,303 Sensis Yahoo!7 7,846 Source: ZenithOptimedia eBay 6,733 Youtube 6,691 Facebook 6,473 Microsoft 6,239 News Digital Media 6,142 Fairfax Digital Media 5,982 Wikipedia 5,967 Source: Nielsen Netview Dec 08 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser A$ (000s) Category A$ (000s) Telstra Corp 2,330 Finance 8,560 American Express 1,400 Communications 6,520 Toyota 1,240 Motor vehicles 5,690 SingTel Group 1,170 Travel/accommodation 3,540 Weight Watchers 1,060 Media 2,580 Citigroup 8,600 Retail 2,190 ANZ Banking Group 8,400 Entertainment/leisure 1,970 Suncorp Group 8,400 Services 1,930 Nissan 8,100 Insurance 1,840 Westpac Banking Corporation 7,800 Computers 1,770 Source: Nielsen Source: Nielsen

Top ten internet Top ten internet owners (2008) sales houses (2008) Owner Sales house Fairfax Digital Fairfax Digital Ninemsn DrivePM News Digital Media Ninemsn Sensis News Digital Media Yahoo!7 Sensis Myspace Yahoo!7 CBS Interactive Adconion Media Group SBS Fox Interactive Facebook CBS Interactive Ebay Max Interactive Source: Facilitate Source: Facilitate

30 AUSTRALIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 94.2 - - Newspapers - 79.6 - Magazines - - 82.5 Radio 65.4 - - Outdoor- - 50.0 Cinema- - 62.0 Internet- - 87.6 Source: ZenithOptimedia OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser A$ (mill) Category A$ (mill) Wesfarmers 225-230 Retail 2,084 Telstra Corp 160-165 Motor vehicles 1,119 Harvey Holdings 135-140 Entertainment/leisure 771 Woolworths 135-140 Finance 606 Commonwealth Govt 115-120 Real estate 604 Nestlé 115-120 Travel/accommodation 525 NSW Govt 95-100 Recruitment 392 VIC Govt 95-100 Food 374 Toyota 80-85 Communications 362 Suncorp Group 80-85 Media 319 Source: Nielsen Source: Nielsen

31 CHINA: ECONOMIC DATA

CHINA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 6.95 RMB at 2008 rate

Gross Domestic Product (RMB billion) at current prices 10,897.2 12,033.3 13,582.3 15,987.8 18,321.7 21,192.4 25,730.6 30,067.0 % change 10.4 10.4 12.9 17.7 14.6 15.7 21.4 16.9 at 2008 prices 13,037.1 14,512.4 16,183.3 18,334.4 20,639.3 23,520.0 27,248.7 30,067.0 % change 8.3 11.3 11.5 13.3 12.6 14.0 15.9 10.3

Gross Domestic Product per capita (RMB 000s) at current prices 8.5 9.4 10.5 12.3 14.0 16.0 19.4 22.5 at 2008 prices 10.2 11.3 12.5 14.1 15.7 17.8 20.5 22.5

Gross Domestic Product (US$ billion) at current prices 1,568.2 1,731.7 1,954.6 2,300.7 2,636.6 3,049.7 3,702.8 4,326.8 at 2008 prices 1,876.1 2,088.4 2,328.9 2,638.4 2,970.1 3,384.7 3,921.2 4,326.8

Gross Domestic Product per capita (US$ 000s) at current prices 1.2 1.3 1.5 1.8 2.0 2.3 2.8 3.2 at 2008 prices 1.5 1.6 1.8 2.0 2.3 2.6 3.0 3.2

Population Millions 1,279.5 1,286.0 1,294.9 1,303.7 1,312.3 1,320.7 1,329.1 1,337.4

Consumer Price Index 2008=100 83.6 82.9 83.9 87.2 88.8 90.1 94.4 100.0 %change 1.9 -0.8 1.2 3.9 1.8 1.5 4.8 5.9

Adspend as a % of GDP 0.39 0.43 0.48 0.45 0.46 0.48 0.45 0.44

Advertising Expenditure Growth (%) at current prices 8.1 19.9 26.0 11.7 16.5 20.2 14.1 13.5 at 2008 prices 6.0 20.9 24.4 7.5 14.4 18.5 8.8 7.2 Source: IFS, ZenithOptimedia

32 CHINA: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE Advertising expenditure in RMB million at current prices News- Magaz- Total papers ines TV Radio Outdoor Internet 1998 30,771 10,435 713 13,564 1,330 4,729 0 1999 34,424 11,233 892 15,615 1,252 5,432 0 2000 39,492 14,647 1,134 16,891 1,574 5,246 160 2001 42,393 15,771 1,186 17,937 1,886 5,613 440 2002 50,748 18,848 1,520 23,103 2,190 5,087 610 2003 63,385 24,301 2,438 25,504 2,557 8,585 1,310 2004 69,924 23,073 2,034 29,154 3,293 12,369 2,340 2005 80,097 25,605 2,487 35,529 3,886 12,590 4,070 2006 94,168 31,259 2,410 40,402 5,719 14,377 7,050 2007 103,227 32,220 2,646 42,495 6,282 19,584 12,220 2008 112,123 34,267 3,102 50,150 6,834 17,770 18,941 Advertising expenditure in RMB million at constant 2008 prices News- Magaz- Total papers ines TV Radio Outdoor Internet 1998 36,590 12,408 848 16,129 1,582 5,623 0 1999 41,514 13,547 1,076 18,831 1,510 6,551 0 2000 48,156 17,860 1,383 20,597 1,919 6,397 195 2001 50,718 18,868 1,419 21,459 2,256 6,715 526 2002 61,203 22,731 1,833 27,863 2,641 6,135 736 2003 75,523 28,955 2,905 30,388 3,047 10,229 1,561 2004 80,187 26,460 2,333 33,433 3,777 14,184 2,683 2005 90,229 28,844 2,802 40,023 4,378 14,183 4,585 2006 104,510 34,692 2,675 44,840 6,347 15,956 7,824 2007 109,317 34,121 2,802 45,002 6,653 20,739 12,941 2008 112,123 34,267 3,102 50,150 6,834 17,770 18,941 Source: SAIC, except internet, which is an agency estimate Notes: 1) Excludes agency income, which comprises regular commission and income from programme syndication, sports sponsorship, event marketing, industry and other sources. 2) Excludes production costs 3) Excludes classified advertising 4) Before discounts

Main advertising restrictions Tobacco: Banned. Alcohol: Restrictions on number of adverts per timeslot/issue. No cover page adverts. Pharmaceutical: Prescription medicines may only be advertised in an official magazine. Children's: All adverts aimed at children should be suitable for developing their "moral character". Political: Use of national symbols banned.

33 CHINA: POPULATION

POPULATION

Land area (km²) 9,326,410 Capital city Beijing Languages Mandarin, , and numerous other dialects Currency Yuan (RMB) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-14 125,396 104,692 230,088 15-24 100,835 94,940 195,776 25-34 88,077 90,552 178,629 35-44 124,762 126,653 251,415 45-54 99,607 99,558 199,165 55-64 74,489 72,366 146,856 65+ 61,400 65,334 126,734 Total 674,566 654,096 1,328,662 Source: China Statistical Yearbook 2009

Adult status Male Female Total (000s) (000s) (000s) AB 1,517 798 2,315 C1 3,433 1,556 4,989 C2 7,608 4,589 12,197 D 9,046 10,498 19,544 E 9,024 7,542 16,566 Total 30,628 24,983 55,611 Source: CMMS Spring 2009 (30 cities)

Definition of adult status AB = government officials, senior skilled professionals, senior managers C1 = mid-grade skilled professionals, middle managers C2 = junior skilled professionals, junior managers, entrepreneurs D = business/service/factory/construction/freelance worker E = self-employed/other

34 CHINA: TELEVISION

TELEVISION

Number of households: 420,259,494

Number of television households: 407,441,579 (97.0%)

Television homes with: Colour 97.8% DVD 62.4% Multiset 23.3% Cable (connection) - total 55.8% Digital cable (connection) 8.8% Digital satellite dish 14.8% Source: CSM 2008 ES Report

No TV licence fee

Average minutes viewed per day per adult: 179 Source: CSM city group (156 cities)

35 CHINA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial CCTV1 93.0 24 1,308 CCTV2 72.2 24 1,326 CCTV3 57.0 24 974 CCTV4 66.8 24 999 CCTV5 56.8 24 998 CCTV6 56.7 24 1,593 CCTV7 75.4 24 1,704 CCTV8 55.5 24 1,428 CCTV9 40.0 24 980 CCTV10 65.0 24 1,150 CCTV11 63.9 24 1,192 CCTV12 54.6 24 1,229 CCTV-Music 30.7 24 1,494 CCTV-News 53.9 24 599 CCTV-Youth 65.9 24 1,522 Anhui TV Satellite 58.6 24 1,906 Beijing TV Satellite 46.6 24 1,339 Chongqing TV Satellite 44.0 24 1,765 Fujian Southeast TV Satellite 50.0 24 2,476 Gansu TV Satellite 21.6 24 2,834 TV Satellite 45.0 24 2,010 Guangxi TV Satellite 32.8 24 2,253 Guizhou TV Satellite 42.2 24 2,737 Travel Channel 17.9 24 1,236 Hebei TV Satellite 29.9 24 2,836 Henan TV Satellite 44.2 24 2,919 Heilongjiang TV Satellite 22.3 24 2,264 Hubei TV Satellite 33.8 24 2,186 Hunan TV Satellite 65.2 24 1,371 Inner Monggolia TV Satellite 25.6 24 1,855 Jiangsu TV Satellite 52.6 24 2,501 Jiangxi TV Satellite 38.8 24 1,048 Jilin TV Satellite 20.7 24 2,051 Liaoning TV Satellite 25.8 24 1,390 Shaanxi TV Satellite 30.7 24 2,768 Shandong TV Satellite 64.5 24 2,553 Dragon TV 58.7 24 1,546 Shanxi TV Satellite 26.9 24 2,662 Sichuan TV Satellite 59.3 24 1,605 Tianjin TV Satellite 35.4 24 1,975 Yunnan TV Satellite 28.3 24 2,428 Zhejiang TV Satellite 63.1 24 1,745 Source: CSM Establishment Survey 2008 National Panel

36 CHINA: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time RMB (000s) (000s) RMB (000s) CCTV1 1900-2100 234,000 9,662 24.2 CCTV2 1900-2100 74,492 1,307 57.0 CCTV3 1900-2100 107,854 2,612 41.3 CCTV4 1900-2100 78,705 1,587 49.6 CCTV5 1900-2100 160,000 2,070 77.3 CCTV6 1900-2100 65,000 1,937 33.6 CCTV7 1900-2100 17,600 609 28.9 CCTV8 1900-2100 131,917 2,653 49.7 CCTV9 1900-2100 15,800 42 376.2 CCTV10 1900-2100 90,000 719 125.2 CCTV11 1900-2100 28,800 285 101.1 CCTV12 1900-2100 29,133 713 40.9 CCTV-Music 1900-2100 21,600 67 322.4 CCTV-News 1900-2100 82,800 1,013 81.7 CCTV-Youth 1900-2100 111,150 732 151.8 Anhui Satellite 1900-2100 75,200 1,083 69.4 Beijing Satellite 1900-2100 42,805 456 93.9 Chongqing Satellite 1900-2100 65,775 717 91.7 Fujian Southeast Satellite 1900-2100 63,450 264 240.3 Gansu Satellite 1900-2100 24,183 84 287.9 Guangdong Satellite 1900-2100 61,533 252 244.2 Guangxi Satellite 1900-2100 46,929 335 140.1 Guizhou Satellite 1900-2100 49,766 405 122.9 Travel Satellite 1900-2100 38,525 104 370.4 Hebei Satellite 1900-2100 59,025 243 242.9 Henan Satellite 1900-2100 63,500 654 97.1 Heilongjiang Satellite 1900-2100 53,267 338 157.6 Hubei Satellite 1900-2100 36,800 223 165.0 Hunan Satellite 1900-2100 108,129 1,953 55.4 Inner Monggolia Satellite 1900-2100 30,000 109 275.2 Jiangsu Satellite 1900-2100 88,400 1,197 73.9 Jiangxi Satellite 1900-2100 65,400 746 87.7 Jilin Satellite 1900-2100 34,683 182 190.6 Liaoning Satellite 1900-2100 59,800 453 132.0 Shaanxi Satellite 1900-2100 51,600 215 240.0 Shandong Satellite 1900-2100 58,050 938 61.9 Dragon TV 1900-2100 89,333 462 193.4 Shanxi Satellite 1900-2100 40,000 128 312.5 Sichuan Satellite 1900-2100 68,000 875 77.7 Tianjin Satellite 1900-2100 51,960 594 87.5 Yunnan Satellite 1900-2100 55,334 243 227.7 Zhejiang Satellite 1900-2100 80,880 712 113.6 Source: CSM city group (156 cities)

Average CPT (all commercial channels): RMB 70.3

37 CHINA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults RMB (mill) Commercial CCTV1 9.8 10.1 16,774 CCTV2 2.1 2.1 4,337 CCTV3 3.4 3.5 4,776 CCTV4 2.2 2.3 2,535 CCTV5 3.4 3.6 8,097 CCTV6 3.3 3.4 4,040 CCTV7 0.9 0.9 1,795 CCTV8 3.7 3.8 6,083 CCTV9 0.1 0.1 292 CCTV10 1.2 1.2 2,815 CCTV11 0.6 0.6 1,403 CCTV12 1.1 1.2 795 CCTV-Music 0.1 0.1 873 CCTV-News 1.8 1.9 2,536 CCTV-Youth 1.8 1.1 2,253 Anhui Satellite 1.7 1.6 6,147 Beijing Satellite 0.7 0.7 1,465 Chongqing Satellite 1.1 1.1 4,428 Fujian Southeast Satellite 0.3 0.3 5,124 Gansu Satellite 0.1 0.1 2,623 Guangdong Satellite 0.4 0.4 5,792 Guangxi Satellite 0.6 0.6 4,707 Guizhou Satellite 0.4 0.4 4,476 Travel Satellite 0.1 0.2 1,255 Hebei Satellite 0.4 0.4 4,873 Henan Satellite 0.9 0.9 6,977 Heilongjiang Satellite 0.5 0.5 5,899 Hubei Satellite 0.4 0.4 3,336 Hunan Satellite 3.2 3.0 7,005 Inner Monggolia Satellite 0.2 0.2 2,917 Jiangsu Satellite 1.4 1.4 8,241 Jiangxi Satellite 1.1 1.0 2,263 Jilin Satellite 0.4 0.4 4,149 Liaoning Satellite 0.8 0.8 3,731 Shaanxi Satellite 0.3 0.3 5,260 Shandong Satellite 1.3 1.4 4,748 Dragon TV 0.7 0.8 4,823 Shanxi Satellite 0.2 0.2 3,410 Sichuan Satellite 1.4 1.4 5,400 Tianjin Satellite 0.8 0.8 3,431 Yunnan Satellite 0.5 0.5 4,717 Zhejiang Satellite 1.1 1.1 4,464 Source: CSM city group (156 cities); Ad revenue data source: CTR Advertising Monitoring 2008

38 CHINA: TELEVISION

Top ten television programmes (2008) Adult Programme Channel TVR 2008 CCTV Spring Festival Evening Show CCTV1 30.3 Olympics 2008 Opening Ceremony CCTV1 27.5 Olympics 2008 Closing Ceremony CCTV1 23.9 Paralympics 2008 Opening Ceremony CCTV1 14.8 Year after year 2008 Come On CCTV1 14.3 Olympics 2008 - Men's Weightlifting 56kg Final CCTV1 14.0 Olympics 2008 - Women's Volleyball Group A CCTV1 13.8 Olympics 2008 - Women's Volleyball Group Stage CCTV1 13.4 Olympics 2008 - Football Women's Group Stage CCTV1 12.9 Olympics 2008 - Women's Team Table Tennis Final CCTV1 12.6 Source: CSM city group (156 cities) Top ten television advertisers (2008) TV expenditure Advertiser RMB (mill) Procter & Gamble 29,168 Unilever 13,255 Harbin Pharma Group 11,894 L'Oréal 7,908 Yum Brands 7,835 Golden Partner Biotech 7,424 Zhongdian Communications Technology 6,669 Hayao Group Sanchine Pharmacy 5,556 Coca-Cola 4,549 Hangzhou Wahaha Group 4,099 Source: CTR Advertising Monitoring 2008

39 CHINA: TELEVISION

Top ten television product categories (2008) TV expenditure Category RMB (mill) Toiletries 92,986 Pharmaceuticals 69,579 Food 68,297 Business & services 64,590 Beverages 41,474 Post & communication 36,328 Personal items 33,508 Leisure 28,138 Alcohol 17,397 Clothing 16,046 Source: CTR Advertising Monitoring 2008

Top ten television owners (2008) TV revenue Owner RMB (mill) CCTV1 16,774 Jiangsu Satellite 8,241 CCTV5 8,097 Hunan Satellite 7,005 Henan Satellite 6,977 Anhui Satellite 6,147 CCTV8 6,083 Heilongjiang Satellite 5,899 Guangdong Satellite 5,792 Sichuan Satellite 5,400 Source: CTR Advertising Monitoring 2008

40 CHINA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly N=National R=Regional Adult Full page Adult CPT Circulation readership B/W B/W Title (000s) (000s) RMB (000s) RMB (000s) Main national titles China TV Guide (w, N) 5,600 - 27,000 - Reference News (w, N) 3,450 - 40,500 - Globe Times (w, N) 2,400 - 29,000 - People's Daily (d, N) 2,350 - 70,000 - Yang Cheng Evening News (d, N) 1,840 - 53,600 - Xin Min Evening News (d, N) 1,260 4,026 68,000 16.9 Economic Daily (d, N) 860 - 35,000 - Guangzhou Guangzhou Daily (d, R) 1,800 3,160 58,800 18.6 Beijing Beijing Evening News (d, R) 1,200 3,679 54,200 14.7 Bejing Daily (d, R) 450 - 38,000 - Bejing Morning Post (d, R) 420 626 49,000 78.3 Shenzhen Shenzhen Special Zone Daily (d, R) 650 760 37,700 49.6 Shanghai Evening Today Newspaper (d, R) 1,260 4,026 68,000 16.9 Jiefang Daily (d, R) 550 - 68,000 - Nanjing Xinhua Daily (d, R) 550 - 30,000 - Chengdu Chengdu Business Daily (d, R) 1,200 - 44,000 - Chengdu Evening News (d, R) 300 - 16,300 - Source: Media owners, CMMS 2009 Spring

Average CPT (B/W): RMB 20.6

41 CHINA: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser RMB (mill) Category RMB (mill) China Mobile Telecom 1,592.3 Miscellaneous 21,292 Suning Electric Appliance Group 1,277.8 Real estate/construction 17,095 Gome Electrical Appliance 1,234.0 Business/services 15,444 China Telecom Group 490.3 Automobiles 6,272 Dongfeng Nissan 338.4 Post & communication 3,363 Faw Volkswagen 298.4 Finance 2,313 General Motors 298.0 Food 2,217 Toyota 287.7 Pharmaceuticals 2,215 Shanghai Volkswagen 284.5 Leisure 1,936 Guangzhou Honda 284.5 Household 1,670 Source: CTR Advertising Monitoring 2008 Source: CTR Advertising Monitoring 2008

Top ten newspaper owners (2008) Newspaper revenue Owner RMB (mill) Guangzhou Daily 2,134.2 Modern Express 1,753.4 Shanghai Morning Post 1,725.0 Beijing Times 1,601.6 Nanfang City Daily 1,326.3 Morning Post 1,271.6 Jinling Evening News 1,254.7 Beijing Evening News 1,227.9 Chengdu Business Daily 1,215.8 Dalian Evening News 1,129.4 Source: CTR Advertising Monitoring 2008

42 CHINA: MAGAZINES

MAGAZINES

Magazines Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) RMB (000s) RMB (000s) Family Family (1st half of month) 2,000 - 155,000 - Family (2nd half of month) 1,500 1,649 115,000 70 Marriage Family (1st half of month) 1,050 - 90,000 - Marriage Family (2nd half of month) 752 204 66,000 324 AMF (1st half of month) 480 - 26,000 - AMF (2nd half of month) 420 173 24,000 139 Modern Family (1st half of month) 300 - 50,000 - Modern Family (2nd half of month) 200 372 50,000 134 General Readers 5,019 5,785 210,000 36 Bosom Friend 2,000 3,873 160,000 41 Overseas Digest 850 - 55,000 - South Wind Windows 622 - 75,000 - Beijing Youth Weekly 475 - 80,000 - Globe 430 - 85,000 - New Weekly 350 - 88,000 - World Vision 320 - 58,000 - Business Securities Market Weekly (Blue) 382 - 90,000 - Cai Jing Magazine 225 - 145,000 - Securities Market Weekly (Orange) 222 - 70,000 - Chief Executive China 195 - 145,400 - Business Week China 132 - 163,185 - Global Entrepreneur 106 - 98,000 - 198 - 108,000 - IT Manager World 132 - 106,000 - Harvard Business Review 135 - 132,900 - Global Finance 200 - 98,000 - Fortune (China) 175 194 186,252 960 Forbes (China) 150 - 149,500 - China Entrepreneur 171 - 120,000 - Business Knowledge 168 - 98,000 - Inflight China Airline CAAC 320 - 152,000 - The Wings of China 250 - 158,000 - Gateway 220 - 156,800 - Eastern Air 200 - 148,000 - Southwest Airline 120 - 59,500 -

43 CHINA: MAGAZINES

Magazines cont. Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) RMB (000s) RMB (000s) Auto Auto Magazine 528 - 110,000 - Car and Driverc 351 - 110,000 - Auto Motor Und Sporta 300 - 96,000 - Auto Fan 300 - 75,000 - Motor Trend 272 - 100,000 - Autonews 220 - 90,000 - Auto Age 150 - 78,000 - Travel Chinese National Geography 900 - 182,600 - Trends Traveler 540 - 160,000 - Traveller 450 - 116,000 - Traveler 338 - 70,000 - Sports Modern Sports (Luxury) 440 - 40,000 - Hoop NBA 380 - 60,000 - Soccer Weekly 380 - 70,000 - Football World 200 - 40,000 - New Sports 200 - 40,000 - Sports & Leisure 160 - 95,000 - Healthcare The Family Doctor (month 1st half) 1,800 - 120,000 - The Family Doctor (month 2nd half) 1,800 - 120,000 - Trends Health 868 - 220,000 - Woman's Day 847 - 110,000 - Health & Beauty 300 355 120,000 338 Women's interest City Beauty 1,208 - 160,000 - Woman Friend (Love) 820 - 95,000 - Woman Friend (Cute) 800 - 85,000 - Hers 628 - 120,000 - Psychologies 566 - 144,000 - 25ANS 480 - 198,000 - Hope (Bi-monthly) 430 - 88,000 - Woman Friend (Style) 350 - 70,000 - Entertaiment World Screen 600 - 90,000 - Shanghai TV Weekly 450 - 38,000 - Vanity Show 400 - 68,000 - Popular Cinema 40 111 10,000 90 Beijing TV Weekly 21 - 42,000 -

44 CHINA: MAGAZINES

Magazines cont. Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) RMB (000s) RMB (000s) Fashion Trends Cosmopolitant 1,174 - 312,000 - Self 1,000 - 193,600 - RAY-LI Fashion & Beauty 980 1,789 198,000 111 RAY-LI Woman & Vogue 831 - 210,000 - Harper's Bazaar 800 - 240,000 - ELLE 769 - 198,000 - RAY-LI Fashion Pioneer 760 - 110,000 - Marie Claire 630 - 216,000 - L‘Officiel 588 - 200,000 - VOGUE 525 - 237,699 - Shanghai Style 500 - 80,000 - Men's interest Esquire 680 - 225,000 - For Him Magazine 600 - 190,000 - Mens Health 531 - 250,000 - Mens Uno 398 - 105,000 - Source: Media Owner/CMMS 2009 Spring (30 cities)

Average CPT (Colour): RMB 78.5

45 CHINA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser RMB (mill) Category RMB (mill) L'Oréal 955.1 Toiletries 3,384.6 LVMH 663.0 Automobiles 1,845.6 Estée Lauder 364.4 Personal items 1,602.2 Procter & Gamble 275.2 Clothing 1,200.7 Swatch 242.8 Computers/office equipment 625.7 Chanel 237.5 Business/services 622.5 Switzerland Richemont Group 213.6 Leisure 470.9 Shiseido China Investment Co. 198.0 Post & communication 444.4 Daimler-Chrysler 167.4 Household 416.6 Toyota 124.3 Miscellaneous 403.0 Source: CTR Advertising Monitoring 2008 Source: CTR Advertising Monitoring 2008

Top ten magazine owners (2008) Magazine revenue Owner RMB (mill) Trends Cosmopolitan 726.2 Modern Weekly 626.5 Elle 610.3 Vogue 439.7 Ray-Li Fashion 437.0 Ray-Li Her Style 429.8 Harper's Bazaar 392.3 Self 226.2 Marie Claire 225.1 Wings Of China 214.3 Source: CTR Advertising Monitoring 2008

46 CHINA: RADIO

RADIO

Number of radio households: 403,281,010 (96.0%) Source: China Statistical Yearbook 2009

Number of commercial radio stations: 257 Source: China Statistical Yearbook 2009

Average daily listening minutes per adult: 80 Source: CMMS 2009(Spring) (30 cities)

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time RMB (000s) (000s) RMB (000s) National CRN1 Voice of China news 0659-0900/ 9,600 326 29.4 1659-1900 CRN2 Economic Voice economic 0741-0800/ 5,200 90 57.8 1804-1844 China Radio International news 0700-0930/ 4,000 58 69.0 1700-1930 Main regional Beijing (FM100.6) news 0700-0730 4,000 308 13.0 Beijing Literature & Art Radio(FM87.6) literature 0700-0730 2,200 258 8.5 Beijing Communication Radio(FM103.9) traffic 0730-0800 9,360 309 30.3 Beijing Sports Radio(FM102.5) sports 0700-0730 1,800 26 69.2 Beijing Captial Life Radio(AM603) music 0700-0730 1,200 32 37.5 China Radio International FM88.7MHZ news 0700-0730 3,000 41 73.2 Shanghai Shanghai News Radio news 0700-0900 17,200 690 24.9 Shanghai Traffic Radio traffic 0700-0900 6,500 264 24.6 Oriental Innervation Pop Music 101 Radio music 0700-0900 6,500 101 64.4 Oriental Charming Love 103 Radio music 0700-0900 5,500 16 343.8 Oriental City 792 Radio city 0700-0900 - 69 - Guangzhou Guangzhou Radio 1 FM96.2 news 0730-0900/ 1,220 19 64.2 1130-1300/ 1800-1930 Yangcheng Traffc Radio traffic 0730-0900/ 1,386 153 9.1 1100-1300/ 1700-1900 Guangzhou Radio 2 Goden Music FM102.7 music 0800-0900/ 1,178 52 22.7 1200-1300/ 1800-1900 Source: Media Owners/CMMS 2009 Spring

Average CPT (all commercial stations): RMB 29.1

47 CHINA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser RMB (mill) Category RMB (mill) China Mobile Telecom 360.9 Business/services 1,549.9 Shanghai Volkswagen 175.2 Automobiles 1,309.7 Hangzhou Wahaha 156.8 Finance 950.7 China Telecom 149.7 Post & communication 919.0 Neimenggu Mengniu Dairy Group 108.2 Leisure 744.3 Shanghai General Motors 105.5 Real estate/construction 666.9 General Motors Co. 97.6 Campaign 538.1 China Construction Bank 83.3 Beverages 465.9 SAIC Motor Manufacture 81.7 Food 424.2 Shanghai Hengshoutang Medicine 74.9 Household 338.9 Source: CTR Advertising Monitoring 2008 Source: CTR Advertising Monitoring 2008

Top ten radio owners (2008) Radio revenue Owner RMB (mill) Beijing Communication Radio 730.0 Jiangsu Radio Traffic Net 601.0 Ors Vitality Fashionable Music 469.1 1 418.3 China National Radio 3 411.4 ORS Charming Fashionable Music 405.4 Shanghai Radio Transportation 373.3 Zhejiang Radio Voice 371.5 Guangdong Radio Transportation 347.8 Hangzhou Radio Traffic Economic 292.5 Source: CTR Advertising Monitoring 2008

48 CHINA: OUTDOOR

OUTDOOR

Number of outdoor sites: 2,996,207

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month (RMB) Network 973,672 1,200-6,500 Elevator billboard 44,095 1,100-5,500 Bus shelter 690,867 1,100-5,500 Bus body 513,362 5,800-35,000 Single medium 315,953 16,500-500,000 Metro 341,150 5,500-38,500 Railway station 39,879 1,100-23,000 Airport 77,229 13,000-155,000 Source: China Outdoor Data Corporation (27 Cities in China)

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser RMB (mill) Category RMB (mill) China Mobile Telecom 442.7 Real estate/construction 3,560.6 China Telecom Group 237.1 Business/services 2,683.1 Samsung China Investment 218.5 Finance 1,557.5 Bank Of China 178.6 Leisure 1,304.6 Amway China 176.3 Post & communication 1,216.6 Coca-Cola 175.6 Automobiles 969.3 Lenovo Group 147.3 Household 928.7 Tinghsin International Group 140.5 Industrial 799.3 Yum Brands 139.6 Clothing 743.4 China Citic Group 135.7 Beverages 646.1 Source: CTR Advertising Monitoring 2008 Source: CTR Advertising Monitoring 2008

49 CHINA: CINEMA CINEMA

Number of cinema screens: 4,097 Source: China Film Group

Average cost of a 60 sec. spot per screen per week: RMB 3,000 Source: China Film Group

Number of screens used in typical national campaign: 2,500 Source: China Film Group

Cinema audience profile Age % 16-24 46.4 25-34 30.4 35-49 19.5 50+ 3.7 Sex % Male 52.9 Female 47.1 Income (RMB/Month) % 0-1,499 43.2 1,500-2,999 33.7 3,000-5,999 19.1 6,000-9,999 2.3 10,000+ /other 1.7 Source: CMMS 09 Spring

Top ten cinema advertisers (2008) Cinema expenditure Advertiser RMB (000s) Wang laoji 15,026 Net dragon internet games 13,500 MSN 13,441 Nokia 11,334 LG 9,084 Mengniu dairy products 8,312 CMCC 7,688 Coca cola 7,020 BMW 6,434 Apple 6,250 Source: China Film Group

50 CHINA: CINEMA

Top ten films (2008) Revenue Film RMB (000s) Red Cliff I 312,000 Painted Skin 240,000 CJ7 230,000 If You're the One 220,000 The Forbidden Kingdom 186,000 Kungfu Dunk 182,000 Kungfu Panda 178,000 007: Quantum of Solace 153,000 Forever Enthralled 120,000 The Mummy: Tomb of the Dragon Emperor 112,000 Source: China Film Group

Top ten cinema product categories (2008) Cinema expenditure Category RMB (000s) Automotive 46,488 Drinks 43,328 Internet/internet games 40,131 Mobile phones 29,348 Shampoo 22,501 Digital products 21,215 Food 18,565 Finance 18,384 Electrical goods 16,206 Service 15,626 Source: China Film Group Top ten cinema Top ten cinema owners (2008) sales houses (2008) Cinema revenue Cinema revenue Owner RMB (000s) Sales house RMB (000s) China film Xinmei 534,920 Guangzhou Feiyang 88,170 Beijing WANDA 509,760 Shenzhen Golden Harvest 67,850 Shanghai United 465,000 Wuhan Wanda International 59,630 China Film South 430,580 Beijing Wanda International 56,780 Bejing Xin Ying Lian Film 393,190 Beijing Stellar City 56,560 GuangZhou Jinyi Zhujiang 277,450 Shanghai Peace City 55,000 Zhejiang Times 160,930 Chongqing UME 45,550 Liaoning North 147,800 Beijing UME 43,160 Sichuang Pacific 129,720 Shanghai New Century 43,120 Century Universer 102,110 Tianjin Wanda International 42,770 Source: China Film Group Source: China Film Group

51 CHINA: INTERNET

INTERNET

Adult internet users: 338,000,000 (30.8%)

Adult internet users with home broadband: 320,000,000 (29.2%)

Cost of display ads Typical cost per thousand Type (RMB) Top banner (1/4 rotate) 400,000 Big button (1/4 rotate) 120,000 Textlink 90,000 Fullscreen (hour) 520,000 Flash layer (hour) 400,000 PIP 180,000 Video (CPM) 500,000 Homepage pop up 150,000 Source: ZenithOptimedia estimates

Internet user profile Age % 15-24 39.8 25-34 29.7 35-54 28.4 55-64 2.1 Sex % Male 55.5 Female 44.5 Income (RMB/Month) % 0-1,499 43.3 1,500-2,999 34.7 3,000-5,999 17.6 6,000-9,999 2.2 10,000+ /other 2.2 Source: CMMS Spring 2009 (30 cities)

52 CHINA: INTERNET

Top ten internet sites (2008) Unique visitors Site per month (000s) .com 173,453 qq.com 169,157 sina.com.cn 149,152 163.com 130,581 sohu.com 115,342 taobao.com 113,636 google.cn 111,736 xunlei.com 110,676 yahoo.com.cn 98,989 .com 96,475 Source: iAdTracker Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser RMB (000s) Category RMB (000s) China Mobile 150,599 Traffic 1,395,977 Lenovo 133,725 IT products1,248,977 Faw Car 129,218 Web services 1,233,803 Samsung 119,205 Real estate 965,524 Taobao 118,606 Clothing 536,907 Zhaopin 118,544 /mobile 452,017 Microsoft 111,365 Financial services 425,476 Vancl 110,061 Food/drink 419,645 Shang Auto Mobile 101,066 Consumer electronics 359,719 Dell 99,182 Retail 350,510 Source: iAdTracker Source: iAdTracker

Top ten internet owners (2008) Internet revenue Owner RMB (000s) Sina 1,781,586 Sohu 1,032,006 qq 851,833 163 395,347 MSN 262,763 Soufang 240,494 Focus 206,493 TOM 158,684 ZOL online 144,438 Pchome 118,978 Source: iAdTracker

53 CHINA: MEDIA REACH/OVERALL

MEDIA REACH

% reach by medium (adults) Daily Weekly Monthly Conventional television94.7 94.9 98.4 Newspapers66.6 87.9 - Magazines- - 34.1 Radio21.3 - 32.0 Outdoor- 95.5 - Cinema- - 3.8 Internet26.4 46.1 47.7 Source: CMMS Spring 2009 OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser RMB (mill) Category RMB (mill) Procter & Gamble 3,940.2 Toiletries 98,233 Harbin Pharma Group Sixth Factory 3,451.8 Business/services 85,524 Unilever 1,681.6 Pharmaceuticals 72,489 Shanghai Goldenpartner Biotech 1,379.5 Food 71,985 Yum Brands 1,027.6 Post & communication 44,614 China Mobile Telecom 1,018.3 Beverages 43,755 L'Oréal 883.1 Personal items 36,916 Hayao Group Sanchine Pharmacy 633.9 Leisure 33,186 Hangzhou Wahaha Group 621.0 Miscellaneous 30,841 Coca-Cola 604.7 Real estate/construction 29,134 Source: CTR Advertising Monitoring 2008 Source: CTR Advertising Monitoring 2008 Top ten media owners (2008) Media revenue Owner RMB (mill) CCTV1 16,774 Jiangsu Satellite 8,241 CCTV5 8,097 Hunan Satellite 7,005 Henan Satellite 6,977 Anhui Satellite 6,147 CCTV8 6,083 Heilongjiang Satellite 5,899 Guangdong Satellite 5,792 Sichuan Satellite 5,400 Source: CTR Advertising Monitoring 2008

54 HONG KONG: ECONOMIC DATA

HONG KONG

ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 7.79 HK$ at 2008 rate

Gross Domestic Product (HK$ billion) at current prices 1,299.0 1,277.0 1,235.0 1,292.0 1,383.0 1,475.0 1,615.0 1,679.0 % change -1.2 -1.7 -3.3 4.6 7.0 6.7 9.5 4.0 at 2008 prices 1,338.5 1,358.7 1,348.0 1,414.8 1,501.5 1,569.4 1,684.8 1,679.0 % change 0.4 1.5 -0.8 5.0 6.1 4.5 7.4 -0.3

Gross Domestic Product per capita (HK$ 000s) at current prices 192.4 188.3 181.4 188.6 201.0 213.2 232.4 240.5 at 2008 prices 198.3 200.4 197.9 206.5 218.2 226.8 242.4 240.5

Gross Domestic Product (US$ billion) at current prices 166.8 164.0 158.6 165.9 177.6 189.4 207.4 215.6 at 2008 prices 171.9 174.5 173.1 181.7 192.8 201.5 216.4 215.6

Gross Domestic Product per capita (US$ 000s) at current prices 24.7 24.2 23.3 24.2 25.8 27.4 29.8 30.9 at 2008 prices 25.5 25.7 25.4 26.5 28.0 29.1 31.1 30.9

Population Millions 6.8 6.8 6.8 6.9 6.9 6.9 7.0 7.0

Consumer Price Index 2008=100 97.1 94.0 91.6 91.3 92.1 94.0 95.9 100.0 % change -1.6 -3.2 -2.5 -0.3 0.9 2.0 2.0 4.3

Ad.spend as a % of GDP 0.97 1.12 1.16 1.38 1.42 1.50 1.53 1.52

Advertising Expenditure Growth (%) at current prices 5.7 13.5 -0.4 25.1 10.2 12.8 11.2 3.7 at 2008 prices 7.4 17.2 2.1 25.5 9.2 10.6 9.0 -0.6 Source: IFS, ZenithOptimedia

55 HONG KONG: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE

Advertising expenditure in HK$ (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 21,107 6,817 2,160 10,515 1,024 77 514 - 1999 24,060 8,607 2,755 11,101 915 23 659 - 2000 11,942 5,495 1,407 3,656 687 5 693 - 2001 12,624 5,542 1,544 4,186 558 22 772 - 2002 14,332 6,612 1,706 4,457 688 24 845 - 2003 14,268 6,044 1,656 5,215 628 6 719 - 2004 17,849 8,139 2,383 5,266 717 3 1,340 - 2005 19,663 7,427 2,724 7,441 790 2 1,279 - 2006 22,187 8,750 2,828 8,078 835 2 1,694 - 2007 24,671 9,308 3,231 8,162 1,121 4 2,043 802 2008 25,575 9,352 3,515 8,484 1,248 4 2,119 853

Advertising expenditure in HK$ (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 19,775 6,387 2,024 9,851 959 72 482 - 1999 23,475 8,398 2,688 10,831 893 22 643 - 2000 12,110 5,572 1,427 3,707 696 5 703 - 2001 13,007 5,710 1,591 4,313 575 23 796 - 2002 15,249 7,035 1,815 4,742 732 26 899 - 2003 15,573 6,597 1,808 5,692 685 7 785 - 2004 19,545 8,913 2,609 5,766 785 4 1,468 - 2005 21,347 8,063 2,957 8,078 858 2 1,389 - 2006 23,607 9,310 3,009 8,595 888 2 1,802 - 2007 25,737 9,710 3,371 8,515 1,169 4 2,131 837 2008 25,575 9,352 3,515 8,484 1,248 4 2,119 853 Source: HK Adex SRG, AC Nielsen Hong Kong, Admango Notes: 1. Before discounts to 1999, after discounts from 2000 2. Excludes classified advertising 3. Excludes production costs 4. Excludes agency commission to 2005, includes from 2006 5. The source for outdoor changed in 2004 6. Some cinema opwners declined to supply data to Nielsen in 2004

Main advertising restrictions Tobacco: Banned in all media. Alcohol: Cannot be advertised on TV and radio between 1600-2030, or during children's programmes. Pharmaceutical: Restricted under the Undesirable Medical Advertisements ordinance. Children's: Ads must not take advantage of children's credulity or loyalty; ads that might result in physical, mental or moral harm to children may not be broadcast in programmes likely to be seen by children.

56 HONG KONG: POPULATION

POPULATION

Land area (km²) 1,042 Languages Cantonese, English Capital Victoria Currency Hong Kong dollar (HK$) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-14 447 418 865 15-24 436 443 879 25-34 459 622 1,082 35-44 508 673 1,181 45-54 623 667 1,290 55-64 408 403 812 65+ 418 482 901 Total 3,300 3,709 7,008 Source: HKAR Census

Adult status (18-64) Male Female Total (000s) (000s) (000s) AB 239 230 469 C 24 88 112 D8311 E 507 325 832 H 0 659 659 S 410 412 822 R 337 179 516 Total 1,525 1,896 3,421 Source: Synovate Media Atlas

Definition of adult status AB = professionals, managers, executives and skilled white & blue collar with post-secondary education or above C = skilled white & blue collar with secondary education completed D = skilled white & blue collar with some secondary education or below, unskilled white & blue collar with secondary education completed or above, and unskilled white collar with secondary education or below E = unskilled blue collar with secondary education or below H = Housewife S = Student R = Retired or unemployed

57 HONG KONG: TELEVISION

TELEVISION

Number of households: 2,279,000

Number of television households: 2,240,000 (98.3%)

Television homes with: Colour 100% VCR 37.3% DVD 75.9% Cable (connection) - total 39.8% Digital terrestrial television (DTT) 23.4% IPTV 41.4% Source: CSM HK

Average minutes viewed per day per adult: 244

Average pay-TV subscription cost Average monthly subscription (HK$) Cable (analogue) 369 IPTV 289 Source: ZenithOptimedia

58 HONG KONG: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial TVB-Jade 100 24 Max. 1,344 ATV-Home 100 24 Max. 1,344 TVB-Pearl 100 24 Max. 1,344 ATV-World 100 24 Max. 1,344 Cable TV 100 24 Max. 1,344 Now Broadband TV 100 24 Max. 1,344 Source: ZenithOptimedia

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (HK$) (000s) (HK$) TVB-Jade 1900-2330 325,080 1,490 218.2 ATV-Home 1900-2330 85,770 279 307.4 TVB-Pearl 2030-2400 37,140 84 442.1 ATV-World 2100-2400 9,240 29 318.6 Cable TV 1900-2400 5,310 64 83.0 Now Broadband TV 1900-2400 3,900 12 325.0 Source: CSM HK, ZenithOptimedia

Average CPT (all commercial channels): HK$ 238.2

59 HONG KONG: TELEVISION

Share of viewing Share of viewing (%) 2008 Channel Individuals Adults Commercial TVB-Jade 66 65 ATV-Home 12 13 TVB-Pearl 4 4 ATV-World 1 1 Cable 3 3 Now TV 1 1 Source: CSM HK

Top ten television programmes (2008) Adult Programme Channel TVR 2008 Olympic Opening Ceremony TVB-Jade 35.6 2008 Olympic Closing Ceremony TVB-Jade 35.2 TVB-Jade 34.7 Forensic Heroes II TVB-Jade 34.6 D.I.E TVB-Jade 34.0 TVB 41st Anniversary TVB-Jade 33.7 Wars of In-Laws II TVB-Jade 32.8 China National Day Fireworks TVB-Jade 32.1 Catch Me Now TVB-Jade 31.7 Shenzhou 7 China First Spacewalk TVB-Jade 31.5 Source: CSM HK Top ten television advertisers (2008) TV expenditure Advertiser HK$ (mill) GSK 471.9 Wrigley 415.0 McDonald's 350.6 Fortune Pharmacal 337.4 Want Want 275.9 Procter & Gamble 253.8 Lion 232.7 Advance Pharmaceutical 221.7 Colgate-Palmolive 187.3 Pacific Century CyberWorks/PCCW 177.9 Source: admango

60 HONG KONG: TELEVISION

Top ten television product categories (2008) TV expenditure Category HK$ (mill) Shampoo/conditioner 729.7 Fast food 613.5 Film/theatre 575.8 Facial moisturizers 548.2 Cold & flu medicine 547.3 Dental products 535.8 Credit cards 514.9 Travel agents 448.4 Personal loans 448.1 Milk powder 377.4 Source: admango

Top television owners (2008) TV revenue Owner HK$ (mill) TVB 13,132 Cable TV 4,646 ATV 3,157 Now TV 677 Source: admango

61 HONG KONG: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly R=Regional N=National Adult Full page Adult CPT Full page F=Free Circulation readership B/W B/W Colour Title (000s) (000s) (HK$) (HK$) (HK$) (d, F, N) 732 1,443 105,000 72.8 175,000 (d, N) 400 1,353 105,000 77.6 188,000 Metro (d, F, N) 321 745 84,700 113.7 145,200 (d, N) 315 1,235 120,000 97.2 170,000 AM 730 (d, F, N) 306 627 80,000 127.6 132,000 Take Me Home (w, F) 300 - 84,000 - 120,000 (d, N) 200 386 59,000 152.8 112,000 (d, N) 101 180 87,696 487.2 189,378 (d, N) 100 243 85,000 349.8 180,200 (d, N) 92 - 56,880 - 129,600 Wen Wei Pao (d, N) 88 - 56,880 - 129,600 HK Commercial Daily (d, N) 80 - 50,000 - 110,000 HK Daily News (d, N) 80 - 60,000 - 100,000 HK Economic Times (d, N) 80 231 81,920 354.6 176,000 Ming Pao Daily (d, N) 80 337 85,000 252.2 173,400 HK Economic Journal (d, N) 64 110 58,000 527.3 125,000 Sing Pao Daily (d, N) 50 56 60,000 1,071.4 105,000 (d, F) 40 123 40,000 325.2 88,000 Source: Media Atlas, HKABC

Average CPT (B/W): HK$ 148.7

62 HONG KONG: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser HK$ (mill) Category HK$ (mill) Hong Kong Economic Times Group 328.1 Travel agents 1,596.8 Park 'n' shop 326.8 Supermarkets 700.2 Wellcome 303.3 Personal loans 648.5 HSBC 276.6 Tertiary/executive education597.7 Hong Thai 188.2 Newspapers/publications 574.7 Centaline Property Agency 182.5 Residential property 492.7 Bank of China 177.0 Credit cards 444.3 Mannings 174.9 Warrants 413.4 Evergloss Tours 169.2 Property agents 411.3 PCCW 161.0 Chinese restaurants 360.0 Source: admango Source: admango

Top ten newspaper owners (2008) Newspaper revenue Owner HK$ (mill) Oriental Press 5,748.9 Sing Tao News Corporation 3,471.5 Next Media 2,607.4 Hket Group 2,260.9 Am730 1,384.6 One Media Group 1,275.9 Metropolis Daily 892.3 SCMP 595.5 Hong Kong Economic Journal 485.3 Hong Kong Daily News 302.5 Source: admango

63 HONG KONG: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly Adult Full page Adult CPT Full page q=quarterly Circulation readership Colour Colour B/W Title (000s) (000s) (HK$) (HK$) (HK$) General interest Sudden Weekly/Eat & Travel/Me (w) 166 888 61,000 69 - Oriental Sunday (w) 162 418 116,000 278 - Next Magazine (w) 131 504 54,000 107 - East Week (w) 80 367 71,000 193 - U Magazine (w) 80 138 36,000 - - Three Weekly (w) 90 165 55,000 333 - Express Weekly (w) 83 192 42,800 223 - Ming Pao Weekly (w) 61 261 100,000 383 35,000 Weekend Weekly (w) 60 237 44,640 188 - TV listings TVB Weekly (w) 59 227 33,000 145 19,500 Cable TV Guide (m) 44 77 8,000 104 5,000 Teenage New Monday (w) 120 218 52,000 239 - Milk Magazine (w) 100 103 52,000 505 43,000 East Touch (w) 85 158 32,500 206 - Magazine (w) 80 115 18,500 161 - Fashion Beauty (w) 80 92 30,000 326 - Face (w) 70 161 36,000 224 - Women's Jessica (m) 72 100 103,000 1,030 - Jessica Code (m) 57 54 60,500 1,120 - City Magazine (m) 56 27 59,037 - - Zip (m) 47 - 31,482 - - Cosmopolitan (m) 45 127 46,800 369 28,000 Marie Claire (m) 45 79 58,000 734 - Cosmo Girl (m) 40 61 36,800 603 22,000 Elle (m) 34 40 34,650 866 - Harper Bazzar (m) 32 - 43,000 - 28,000 Men's Lime 35 - 32,000 - - MRRM (m) 35 - 43,908 - - We Men (q) 33 - 35,888 - - Men's Uno (m) 30 - 35,640 - - Esquire (m) 24 36 32,000 889 - Business iMoney (w) 80 85 43,000 - - Capital Weekly (w) 80 41 42,800 - - Economic Digest (w) 59 114 50,600 444 28,600 Capital (m) 50 68 58,600 862 - Capital CEO (m) 35 31 46,000 - - HK Economic Journal (m) 30 43 22,000 - -

64 HONG KONG: MAGAZINES

Magazines (cont.) w=weekly m=monthly Adult Full page Adult CPT Full page q=quarterly Circulation readership Colour Colour B/W Title (000s) (000s) (HK$) (HK$) (HK$) Consumer IT Hi Tech Weekly (w) 85 48 38,000 792 23,000 e-Zone (w) 80 204 43,000 211 - PC Market (w) 80 180 40,000 222 - Special Interest Modern Home (m) 58 52 30,000 - - Baby (m) 50 51 22,000 - - Car Plus (m) 40 66 32,250 - - Automobile (m) 38 81 36,000 - - Home Journal (m) 36 42 35,460 - - Car & Driver (m) 25 53 44,000 - - Source: Media Atlas, HKABC

Average CPT (Colour): HK$ 309.3

65 HONG KONG: MAGAZINES

Top ten magazine advertisers (2008) Magazine expenditure Advertiser HK$ (mill) Estée Lauder 79.0 Euroasia International Feature Creative Assoc. 75.7 LVMH-Christian Dior 72.9 Hong Kong Economic Times Group 70.7 Chanel 63.6 L'Oréal 61.2 Modern Beauty Salon 60.8 Clinique 60.7 Canon 56.9 Perfect Shape 55.0 Source: admango

Top ten magazine product categories (2008) Magazine expenditure Category HK$ (mill) Beauty/fitness 982.2 Watches/clocks 652.2 Facial moisturizers 472.1 Fashion 469.8 Newspapers/publications 340.5 Jewellery 287.8 Cosmetics - general 232.8 Bags/accessories 183.4 Foundation (make-up) 178.7 Shopping malls 178.7 Source: admango

Top ten magazine owners (2008) Magazine revenue Owner HK$ (mill) New Media Group 1,804.9 South China Media 1,613.0 Next Media 1,507.7 Sing Tao News Coporation 918.7 Hket Group 808.2 One Media Group 665.8 Image Factory 651.8 SCMP 351.1 Hachette Filipacchi Medias 172.4 Edipresse Asia 151.8 Source: admango

66 HONG KONG: RADIO

RADIO

Number of commercial radio stations: 6 Source: ZenithOptimedia

Average daily listening minutes per adult: 84 Source: Media Atlas

Costs Peak rate Peak (30 sec) Station Type time (HK$) National CR1 talk 0800-1100 4,200 CR2 music 1000-1500 3,600 CR AM864 music 1200-1600 1,300 Metro Finance finance 0700-1700 5,000 Metro Info music 0600-2100 5,000 Metro Plus music 2030-2300 1,000 Source: ZenithOptimedia

Top ten radio advertisers (2008) Radio expenditure Advertiser HK$ (mill) Metro Broadcast 173.0 Wing Lung Bank 93.7 Hang Seng Bank 65.4 HK SAR Government 62.7 Commercial Radio 60.1 3 Hong Kong 57.5 Deutsche Bank 52.3 Universal Music 41.7 Purapharm 40.7 ABN Amro Bank 37.2 Source: admango

67 HONG KONG: RADIO

Top ten radio product categories (2008) Radio expenditure Category HK$ (mill) Events/sponsorship 263.6 Warrants 203.6 Beauty salons/fitness 144.8 Music/music retailers 118.2 Radio stations 117.8 Public announcements 103.8 Online services 100.4 Performances/concerts 88.5 Shopping malls 85.3 Film/theatre 63.9 Source: admango Top radio owners (2008) Radio revenue Owner HK$ (mill) Metro Broadcast 1,438.7 Commercial Radio 1,157.5 Source: admango

68 HONG KONG: OUTDOOR

OUTDOOR

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month (HK$) MTR 12-sheet posters 50 4,800-98,800 MTR 4-sheet posters 50 2,480-18,800 KCR 12-sheet posters 31 2,500-48,000 KCR 4-sheet posters 33 2,000-20,000 Whole Bus - Kmb/Nwfb/Citybus 5,700 24,360-24,800 Bus Panel - Kmb/Nwfb/Citybus 5,700 3,260-19,200 Bus Shelter Lightbox - 3,600-68,800 Cross Harbour Tunnel Billboards - 100,000-500,000 Tram Body 130 39,930 Source: ZenithOptimedia

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser HK$ (mill) HK SAR Government 278.0 Perfect Shape 180.3 Shape Easy 97.8 Emperor Entertainment Group 85.7 McDonald's 66.4 HSBC 60.2 Canon 56.7 Fortune Pharmacal 49.2 United Asia Finance 45.4 MTR Corporation 44.5 Source: admango

69 HONG KONG: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category HK$ (mill) Beauty salons/fitness 421.8 Public announcements 320.0 Personal loans 175.9 Music/music retailers 156.9 Fashion 126.1 Jewellery 122.7 Films/theatre 111.2 Mobile phones 104.6 Fast food 100.3 Watches/clocks 97.5 Source: admango

Top ten outdoor contractors (2008) Outdoor revenue Contractor HK$ (mill) JCDecaux Pearl & Dean 1,388.3 RoadShow 965.1 Newsline Express 932.5 JCD Cityscape 332.2 Buspak 318.7 Asiaray (excl. billboard) 169.5 POAD* - Convey*- Focus Media* - Easy Group* - Source: admango, ZenithOptimedia * In the top ten outdoor contractors but no monitored figures

70 HONG KONG: CINEMA CINEMA Number of cinema screens: 162 Source: ZenithOptimedia Average cost of a 60 sec. spot per screen per week: HK$ 6,000 Source: ZenithOptimedia Number of screens used in typical national campaign: 20 Source: ZenithOptimedia Trend in admissions Admissions Gross takings (mill) HK$ (mill) 2002 19.0 905 2003 18.0 871 2004 20.0 956 2005 20.0 941 2006 18.6 946 Source: Ocean Media Cinema audience profile Age % 15-24 28.1 25-34 29.1 35-49 26.3 50-64 8.9 Sex % Male 45.4 Female 54.6 Monthly Household Incom % <8K 25.8 10-20K 23.4 20-30K 14.9 40K+ 29.8 Source: Media Atlas Top ten films (2008) Gross takings Film HK$ (000s) The Dark Knight 58,524 CJ7 51,441 The Mummy: Tomb of the Dragon Emperor 37,582 Journey to the Centre of the Earth 35,033 Kung Fu Panda 31,472 Enchanted 27,987 Indiana Jones and the Kingdom of the Crystal Skull 26,845 The Chronicles of Narnia - Prince Caspian 25,481 Red Cliff 24,259 Hancock 23,650 Source: Ocean Media

71 HONG KONG: INTERNET

INTERNET

Homes with internet connection: 1,991,875 (87.4%)

Adult internet users: 3,896,000 (63.4%)

Adult internet users with home broadband: 3,077,000 (50.1%)

Typical monthly cost of internet access: HK$ 200

Average minutes spent online Per day Adults At home 126 At work 152 Total 278 Source: Synovate Media Altas Hong Kong

Cost of display ads Top ten search keywords Typical cost per thousand Typical cost per click Type (HK$) Keyword (HK$) Banner 50 online games 0.8 Pop-up 100 women's clothing 0.7 Streaming video 100 facebook 0.7 Source: Zed Digital youtube 1.7 Isabella Leong 0.5 Internet user profile Shugo Chara - Age % after-school tutoring 3.7 16-24 22.8 Shangmen Tutoring4.8 25-34 25.0 clothing 1.7 35-54 40.2 brand 1.2 55-64 5.7 Source: Yahoo HK Sex % Male 48.0 Female 52.0 Monthly income (HK$) % 100,000 or above 0.8 50,000 to 99,999 2.3 20,000 to 49,999 14.1 10,000 to 19,999 27.3 10,000 or below 12.3 Source: Synovate Media Altas Hong Kong

72 HONG KONG: INTERNET

Top ten internet sites (2008) Unique visitors Site per month Yahoo HK 3,315,000 Google HK 1,336,000 MSN HK 1,157,000 Uwants 832,000 TVB 784,000 Apple Daily 762,000 Discuss 756,000 Sina HK 463,000 On.cc 447,000 RTHK 435,000 Source: Synovate Media Altas Hong Kong Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser HK$ (000s) Category HK$ (000s) Global Beauty Int'l 76,588 Financial services 453,907 Citifinancial 67,923 Education/training 227,081 Citibank 61,461 Computers/internet 220,535 PCCW 43,685 136,643 HSBC 40,544 Beauty/fitness 95,841 Travelzoo 39,507 Travel/tourism 95,767 EF Education First 32,564 Entertainment 84,093 Smartone-Vodafone 32,271 Cosmetics/skincare 81,557 KBC Bank & Insurance Group 27,412 80,541 The Wall Street Institute 27,323 Transportation/logistics 71,578 Source: admango Source: admango

Top ten internet Top ten internet owners (2008) sales houses (2008) Internet revenue Internet revenue Owner HK$ (000s) Sales house HK$ (000s) Yahoo HK 959,008 Yahoo HK 959,008 Next Media 170,243 Pixel Media 377,693 Headline Online 105,749 Headline Online 105,749 On.cc 104,677 On.cc 104,677 MSN HK 85,336 Singtao 68,783 Singtao 68,783 AAStocks 65,740 AAStocks 65,740 Sina HK 38,879 Facebook 58,046 Asiaxpat 38,596 Sina HK 38,879 Guru Online 35,453 Asiaxpat 38,596 She 27,226 Source: admango Source: admango

73 HONG KONG: MEDIA REACH/OVERALL

MEDIA REACH

% reach by medium (adults) Daily Weekly Monthly Conventional television 85.1 95.0 - Online video - - 10.7 Newspapers 72.7 - - Magazines - 45.4 - Radio 41.2 60.3 - Outdoor - 76.3 95.3 Cinema 1.9 9.9 30.9 Internet 59.0 69.1 71.5 Source: Media Atlas OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser HK$ (mill) Category HK$ (mill) HSBC 541.2 Travel agents 2,264.4 McDonald's 508.4 Beauty salons/fitness 2,094.8 HK SAR Government 508.3 Personal loans 1,417.4 GSK 507.3 Credit cards 1,358.9 PCCW 455.0 Watches/clocks 1,320.8 Hong Kong Economic Times Group 437.2 Facial moisturizers 1,159.7 Wrigley's 429.4 Newspapers/publications 1,091.5 Wellcome 413.1 Tertiary/executive education 1,050.8 Park 'n' Shop 411.3 Films/theatre 995.5 Fortune Pharmacal 390.6 Fast food 921.2 Source: admango Source: admango Top ten media owners (2008) Media revenue Owner HK$ (mill) TVB 13,132 Oriental Press 5,749 Cable TV 4,646 Sing Tao News Coporation 4,390 Next Media 4,115 ATV 3,157 Hket Group 3,069 One Media Group 1,942 New Media Group 1,805 South China Media 1,613 Source: admango

74 INDIA: ECONOMIC DATA

INDIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 43.51 INR at 2008 rate

Gross Domestic Product (Rupees billion) at current prices 22,790 24,546 27,546 31,494 35,867 41,292 47,234 54,263 % change 8.4 7.7 12.2 14.3 13.9 15.1 14.4 14.9 at 2008 prices 32,575 33,621 36,332 40,029 43,750 47,585 51,170 54,263 % change 4.6 3.2 8.1 10.2 9.3 8.8 7.5 6.0

Gross Domestic Product per capita (Rupees 000s) at current prices 21.4 22.8 25.1 28.3 31.7 36.0 40.6 45.9 at 2008 prices 30.6 31.2 33.2 36.0 38.7 41.5 43.9 45.9

Gross Domestic Product (US$ billion) at current prices 524 564 633 724 824 949 1,086 1,247 at 2008 prices 749 773 835 920 1,006 1,094 1,176 1,247

Gross Domestic Product per capita (US$ 000s) at current prices 0.5 0.5 0.6 0.7 0.7 0.8 0.9 1.1 at 2008 prices 0.7 0.7 0.8 0.8 0.9 1.0 1.0 1.1

Population Millions 1,064.2 1,078.1 1,095.8 1,113.3 1,130.6 1,147.8 1,164.7 1,181.4

Consumer Price Index 2008=100 70.0 73.0 75.8 78.7 82.0 86.8 92.3 100.0 % change 3.7 4.4 3.9 3.8 4.2 5.8 6.4 8.3

Ad.spend as a % of GDP 0.28 0.28 0.31 0.34 0.35 0.36 0.38 0.39

Advertising Expenditure Growth (%) at current prices 14.8 7.8 25.3 23.6 15.8 20.7 20.4 18.9 at 2008 prices 10.7 3.3 20.6 19.1 11.2 14.0 13.2 9.7 Source: IFS, ZenithOptimedia

75 INDIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in Rupees (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 41,896 20,986 - 15,509 623 45 4,732 - 1999 46,899 23,722 - 17,257 918 51 4,900 50 2000 55,768 27,916 - 20,404 1,124 73 6,000 251 2001 64,006 25,700 6,032 24,254 1,406 65 6,200 350 2002 69,020 27,837 5,701 27,164 1,617 125 6,225 351 2003 86,470 41,971 5,511 30,424 1,778 135 6,300 351 2004 106,858 47,149 4,179 44,047 1,474 738 8,850 420 2005 123,770 53,316 4,806 52,466 2,062 550 9,500 1,070 2006 149,396 62,501 6,742 64,126 2,527 900 10,500 2,100 2007 179,879 75,438 7,546 73,956 5,236 1,262 13,640 2,800 2008 213,801 91,021 11,419 85,019 6,464 1,455 14,923 3,500

Advertising expenditure in Rupees (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 67,563 33,843 - 25,011 1,005 73 7,631 - 1999 72,316 36,579 - 26,610 1,416 79 7,556 77 2000 82,648 41,372 - 30,238 1,666 108 8,892 372 2001 91,489 36,736 8,622 34,668 2,009 92 8,862 500 2002 94,540 38,129 7,809 37,208 2,215 171 8,527 481 2003 114,050 55,358 7,269 40,128 2,345 179 8,309 463 2004 135,817 59,928 5,312 55,985 1,874 937 11,248 534 2005 150,972 65,035 5,862 63,998 2,515 671 11,588 1,305 2006 172,166 72,027 7,769 73,900 2,912 1,037 12,100 2,420 2007 194,869 81,724 8,175 80,119 5,673 1,367 14,777 3,033 2008 213,801 91,021 11,419 85,019 6,464 1,455 14,923 3,500 Source: 1998-2000 ORG-MARG (TV/press), AIR (radio), Agency estimates, 2001-2004 ORG-MAP, COFT, Agency estimates, 2005-2008 TAM ADEX DATA (print/TV/radio), Pitch Magazine, IAMAI Notes: 1. Includes production costs to 2004, excludes after 2. Includes agency commission except TV, print and radio, which are rate-card costs down-weighted at 70%:60%:40% respectively 3. Includes classified advertising to 2004, excludes after 4. After discounts 5. Newspapers include magazines until 2000 6. Internet figures are IAMAI estimates from 2004

Main advertising restrictions Tobacco/alcohol: Banned. Pharmaceutical: OTC only. Ads must not claim that a product is recommended by any official or medical authority unless permission has been properly obtained from that authority. Children's: Ads must not suggest that, unless children buy (or encourage others to buy) the advertised product or service, they will be failing in their duty or lacking in loyalty to any person or organisation.

76 INDIA: POPULATION POPULATION

Land area (km²) 2,973,190 Capital city New Language and numerous other dialects Currency Rupee (Rs) Source: CIA World Factbook Population by age Male Female Total (000s) (000s) (000s) 12-14 43,943 40,126 84,069 15-19 62,350 52,717 115,067 20-29 98,786 94,287 193,073 30-39 85,380 86,209 171,589 40-49 65,025 57,566 122,591 50+ 81,642 84,302 165,944 Total 437,126 415,207 852,333 Source: IRS 2009 Adult status Male Female Total (000s) (000s) (000s) A1 4,675 4,149 8,824 A2 9,709 8,553 18,262 B1 11,350 10,156 21,506 B2 12,067 10,304 22,371 C 28,409 25,581 53,990 D 32,562 29,889 62,451 E1 16,557 14,891 31,448 E2 24,803 24,426 49,229 Total Urban 140,132 127,949 268,081 R1 13,172 11,614 24,786 R2 38,625 35,795 74,420 R3 121,053 116,074 237,127 R4 124,144 123,776 247,920 Total Rural 296,994 287,259 584,253 Total 437,126 415,208 852,334 Source: IRS 2009 Definition A = professor, graduate/post-graduate, senior executive, industrialist, businessman B1 = middle/senior executive, educated to SSC or business school B2 = junior exec., skilled worker, petty trader, shop owner, clerk, salesman, educated to SSC C = junior executive, shop owner, , educated to SSC D = petty traders, self employed professional, clerk, salesman, educated to SSC E1 = unskilled/skilled worker, schooling to 5-9 years E1 = unskilled/skilled worker, petty traders, schooling to 4 years R1 = businessman, executive, 5+ acres, clerk, self employed, graduate/post-graduate R2 = skilled work, petty trader, 2-5 acres, educated to SSC R3 = unskilled worker, artisan, agri. labourer, herdsman, fisher, 0-2 acres, semi-literate R4 = artisan, agricultural labourer, fisher, 0-2 acres, semi-literate or Illiterate

77 INDIA: TELEVISION

TELEVISION

Number of households: 225,534,000

Number of television households: 107,381,000 (47.6%)

Television homes with: Colour 76.5% VCR 0.5% DVD 14.9% Multiset 2.9% Cable (connection) - total 67.8% Satellite dish (DTH) - total 12.0% Source: IRS 2009 R 1

No TV licence fee

Average minutes viewed per day per adult: 147

Average pay-TV subscription cost Average monthly subscription INR Cable (analogue) 200 Cable (digital) 250 DTH (digital) 300 IPTV 300 Source: ZenithOptimedia estimates

78 INDIA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial General entertainment DD1 100 24 1,302 Plus 68 24 2,727 Colors 68 24 1,917 Zee TV 68 24 2,568 Sony Ent. TV 68 24 2,239 Hindi news 68 24 3,045 Star News 68 24 3,102 India TV 68 24 2,967 English news NDTV 24x7 68 24 2,463 Tmes Now 68 24 2,449 Music & lifestyle MTV 68 24 2,367 9XM 68 24 2,776 ZOOM 68 24 2,852 Hindi movies Set Max 68 24 2,252 Zee Cinema 68 24 2,839 Star Gold 68 24 2,805 English movies 68 24 1,565 HBO 68 24 2,109 Regional Sun TV 68 24 1,420 TV 68 24 2,011 Asianet 68 24 2,052 TV9 68 24 1,742 Zee Marathi 68 24 2,793 Zee Bangla 68 24 2,430 Source: AC Nielsen & IMRB

79 INDIA: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time INR (000s) INR General entertainment DD1 1800-2400 210,000 33,834 6.2 Star Plus 1800-2400 240,000 38,995 6.2 Colors 1800-2400 270,000 33,281 8.1 Zee TV 1800-2400 200,000 35,319 5.7 Sony Ent. TV 1800-2400 150,000 31,284 4.8 Hindi news Aaj Tak 1800-2400 36,000 24,924 1.4 Star News 1800-2400 24,000 21,483 1.1 India TV 1800-2400 4,500 18,280 0.2 English news NDTV 24x7 1800-2400 9,000 8,255 1.1 Tmes Now 1800-2400 9,000 8,231 1.1 Music & lifestyle MTV 1800-2400 6,000 10,667 0.6 9XM 1800-2400 6,000 18,398 0.3 ZOOM 1800-2400 4,500 13,123 0.3 Hindi movies Set Max 1800-2400 21,000 38,900 0.5 Zee Cinema 1800-2400 27,000 33,452 0.8 Star Gold 1800-2400 15,000 29,576 0.5 English movies Star Movies 1800-2400 27,000 10,881 2.5 HBO 1800-2400 21,000 9,814 2.1 Regional Sun TV 1800-2400 60,000 13,251 4.5 Eenadu TV 1800-2400 37,600 9,424 4.0 Asianet 1800-2400 30,000 5,062 5.9 TV9 Kannada 1800-2400 4,500 4,402 1.0 Zee Marathi 1800-2400 27,000 7,870 3.4 Zee Bangla 1800-2400 24,000 5,592 4.3 Source: AC Nielsen & IMRB

Average CPT (all commercial channels): INR 3.2

80 INDIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults INR (mill) Commercial General entertainment DD1 11.2 10.4 9,354 Star Plus 5.04 5.08 52,024 Colors 1.37 1.37 7,404 Zee TV 3.73 3.76 11,843 Sony Ent. TV 1.57 1.61 25,790 News Aaj Tak 0.73 0.80 6,649 Star News 0.63 0.69 6,755 India TV 0.63 0.68 3,653 English news NDTV 24x7 0.12 0.13 5,535 Tmes Now 0.11 0.13 7,302 Music & lifestyle MTV 0.30 0.32 1,282 9XM 0.79 0.76 1,346 ZOOM 0.34 0.36 2,190 Hindi movies Set Max 3.45 3.47 4,803 Zee Cinema 2.51 2.46 1,392 Star Gold 1.71 1.65 3,752 English movies Star Movies 0.25 0.27 3,146 HBO 0.21 0.22 3,258 Regional Sun TV 4.33 4.63 4,929 Eenadu TV 1.13 1.17 2,338 Asianet 0.60 0.64 2,182 TV9 Kannada 0.32 0.35 1,250 Zee Marathi 1.21 1.27 2,022 Zee Bangla 0.82 0.91 2,621 Source: AC Nielsen & IMRB

Top ten television programmes (2008) Adult Programme Channel TVR L/T Dlf Ipl T20 F Csk/Rr-Mu Set Max 10.1 Bidayi Star Plus 6.3 L/T Common Tr-081f Odi Aus/Ind Star Sports 6.1 L/T Herohonda-08 4 Odi Ind/Eng Neo Cricket 6.1 Balika Vadhu Colors 5.5 Banoo Main Teri Dulhaan Zee TV 5.0 L/T Asia Cup-08 F Sl/Ind Star Cricket 4.9 Kyunki Saas Bhi Kabhi Ba Star Plus 4.9 Saregamapa Lil Cham-08 Gf Zee TV 4.9 Chhote Ustad-Star Voice-Gf Star Plus 4.7 Source: AC Nielsen & IMRB

81 INDIA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser INR (mill) Category INR (mill) Lever 34,198 Mobile phone services 31,654 Reckitt Benckiser 15,160 Toilet soaps 18,028 Bharti Airtel 11,010 Shampoos 15,375 ITC 9,192 Corporate/brand image 12,893 Colgate Palmolive 8,077 Mobile phones 12,264 Johnson & Johnson 7,242 Insurance 11,749 Procter & Gamble 7,038 Toothpaste 10,732 Vodafone Essar 6,970 Auto 10,162 Pepsi Co 6,735 Fizzy drinks 9,991 Coca-Cola 6,612 DTH service providers 8,558 Source: AC Nielsen & IMRB Source: AC Nielsen & IMRB

Top ten television owners (2008) TV revenue Owner INR (mill) Star TV Network/MCCS 100,113 Zee Network 46,023 SET India Network 36,268 Network 18 29,582 NDTV Network 29,498 INX Network 24,814 Prasar Bharti 15,986 Sun Network 13,845 ETV Network 13,551 Sahara India Network 9,919 Source: MAP 3.0 (Reported figures)

82 INDIA: NEWSPAPERS NEWSPAPERS Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) INR INR INR National (All Edn) 3,556 6,536 8,877 1.36 10,252 Hindu 1,453 2,118 1,737 0.82 2,292 (All Edn) 751 767 4,697 6.12 6,815 Regional (All Edn) 2,523 14,983 1,609 0.11 2,410 (All Edn) 1,921 11,666 2,025 0.17 3,250 (All Edn) 1,700 8,148 800 0.10 1,486 (All Edn) 1,368 6,264 1,265 0.20 2,166 (All Edn) 1,344 7,536 855 0.11 1,324 (All Edn) 1,342 5,936 473 0.08 571 (All Edn) 1,334 1,026 824 0.80 1,177 Ananda Bazar Patrika 1,268 6,167 1,147 0.19 1,841 (All Edn) 1,236 3,262 2,233 0.68 2,636 Eenadu (All Edn) 1,172 6,311 1,485 0.24 3,178 (All Edn) 1,148 5,983 489 0.08 889 1,041 5,079 880 0.17 942 Daily Thanthi (All Edn) 1,041 7,325 821 0.11 1,756 (All Edn) 944 3,105 391 0.13 606 Daily (All Edn) 913 3,627 770 0.21 1,401 (All Edn) 897 3,183 396 0.12 531 (All Edn) 744 1,054 440 0.42 471 Hindustan (All Edn) 699 8,526 627 0.07 877 (All Edn) 630 3,182 842 0.26 1,530 Vijay (All Edn) 563 3,230 616 0.19 918 (Mah/Chh) (All Edn) 550 1,221 880 0.72 1,236 (All Edn) 546 2,171 1,067 0.49 1,259 (All Edn) 503 2,470 550 0.22 589 500 2,054 715 0.35 1,339 Telegraph 485 1,040 782 0.75 1,255 (All Edn) 467 1,792 405 0.23 632 441 2,270 825 0.36 942 (All Edn) 370 1,654 275 0.17 412 (All Edn) 367 1,585 550 0.35 765 Punya Nagari (All Edn) 360 2,237 990 0.44 1,059 296 1,110 605 0.55 765 (All Edn) 273 1,090 187 0.17 285 Samaj 234 1,390 194 0.14 306 (All Edn) 208 799 138 0.17 235 Mumbai Choufer 190 558 440 0.79 471 172 895 660 0.74 1,000 Navakal 145 721 440 0.61 471 (All Edn) 139 771 440 0.57 589 ( All Edition) 136 1,242 660 0.53 765 Lokmat Samachar (All Edn) 125 570 1,100 1.93 1,295 Source: IRS 2009 R1 & Audit bureau Of Circulation

Average CPT (B/W): INR 0.30

83 INDIA: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser INR (mill) Category INR (mill) Pantaloons Retail 4,929.0 Educational institutions 27,246 Miscellaneous 4,154.4 Social ads 26,597 Maruti Udyog 3,498.7 Property 18,728 LG Electronics 3,336.1 Independent retailers 18,380 SBI (State Bank Of India) 3,248.8 Auto 14,802 Planman Consultant 3,094.6 Corporate/brand image 11,095 Tata Motors 2,982.2 Financial 8,910 Display shops 2,615.4 Events 8,173 Samsung 2,547.6 Travel/tourism 8,068 Nokia 2,354.8 centres 5,854 Source: AC Nielsen & IMRB Source: AC Nielsen & IMRB

Top ten newspaper owners (2008) Newspaper revenue Owner INR (mill) Bennett Coleman 100,975 The Hindustan Times 30,047 Dainik Bhaskar Group 23,690 Jagran Prakashan 21,251 ABP 13,383 Ushodaya Enterprises 10,686 Kasturi & Sons 10,047 Indian Express Newspapers 8,652 Sakal Papers 8,372 Lokmat Group 7,683 Source: AC Nielsen & IMRB

84 INDIA: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page Hin=Hindi Eng=English Circulation readership Colour Colour B/W Title (000s) (000s) INR INR INR Women's Meri Saheli (m) 348 1,196 80,000 67 80,000 Grehlakshmi (m) 300 980 125,000 128 125,000 Femina (f) 135 294 180,000 612 280,000 Grih Shobha (Hin) (m) - 1,289 170,000 132 170,000 Sudha (w) - 338 100,000 296 100,000 Grihashobhika (m) - 249 70,000 281 70,000 Woman's (f) - 197 100,000 508 100,000 Film Filmfare (m) 157 445 140,000 315 140,000 Stardust (Eng) (m) - 376 110,000 293 110,000 Filmidunia (m) - 317 65,000 205 65,000 General interest India Today (Eng) (w) - 1,890 510,000 270 510,000 India Today (Hin) (w) - 1,467 190,000 130 190,000 Readers Digest (m) - 1,271 225,000 177 225,000 Manohar Kahaniyan (m) - 659 100,000 152 100,000 Outlook (w) - 524 261,000 498 261,000 The Week (w) - 295 144,000 488 144,000 Business Business Today (f) - 284 238,080 838 238,080 Business India (f) - 221 135,000 611 135,000 Business World (w) - 165 204,000 1,236 204,000 Sport Cricket Samrat (m) 63 1,201 150,000 125 150,000 Diamond Cricket Today (Eng) (m) 55 336 100,000 298 100,000 The Sportstar (w) - 214 100,000 467 100,000 Competition Competition Success Review (m) 196 746 125,000 168 125,000 General Knowledge Today (m) 85 990 135,000 136 135,000 Pratiyogita Darpan (m) - 1,651 140,000 85 140,000 Competition Refresher (m) - 320 72,000 225 72,000 Children Balhans (f) 58 306 50,000 163 50,000 Nandan (m) - 633 60,000 95 60,000 Champak (Hin) (f) - 595 70,000 118 70,000 Nanhey Samrat (m) - 347 50,000 144 50,000 Source: IRS 2009 R1 & Audit Bureau Of Circulation

Average CPT (Colour): INR 212.1

85 INDIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser INR (mill) Category INR (mill) Hewlett Packard 106.1 Independent retailers 286.1 Pantaloons Retail 101.8 Corporate/brand image 269.5 Nokia 86.1 Readymade garments 233.8 Samsung 81.2 Watches 215.7 Seagram 80.2 Auto 202.8 L'Oréal 72.6 Liquor 169.4 Honda Siel 70.1 Educational institutions 168.2 ITC 69.9 Branded jewellery 153.1 Raymond 65.7 Jewellery 149.4 Hindustan Lever 58.7 Banking 144.2 Source: AC Nielsen & IMRB Source: AC Nielsen & IMRB

Top ten magazine owners (2008) Magazine revenue Owner INR (mill) Living Media 1,795.4 ABP 581.3 Investments 482.4 Bennett Coleman & Co 434.7 The Malayala Manorama Co 296.5 Chitralekha Group 212.9 Delhi Press Patra Prakashan 186.4 Jet Airways 183.5 Magna Publishing 152.6 VJM Media 132.3 Source: AC Nielsen & IMRB

86 INDIA: RADIO

RADIO

Number of radio households: 164,448,000 (72.9%) Source: IRS 2009 R 1

Number of commercial radio stations: 280 Source: I&B Ministry

Average daily listening minutes per adult: 81 Source: IRS 2009 R 1

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (INR) (000s) (INR) National general 2100-2300 2,200 7,019 0.31 AIR Akashvani - Local general 0800-0900 2,200 3,604 0.61 Vividh Bharati general 0700-0800 5,500 15,570 0.35 AIR Yuba Vani general 0700-0800 1,600 343 4.66 Akashwani FM Gold general 2100-2300 900 4,781 0.19 Akashwani Rainbow general 1800-2300 1,000 5,541 0.18 Other Air FM general 1300-1600 1,400 4,633 0.30 Main Regional Radio City FM music 0700-1100 6,000 11,271 0.53 Radio Mirchi FM music 0700-1100 14,000 20,699 0.68 Red FM music 0700-1100 6,500 5,549 1.17 Go FM/ Radio One music 0700-1100 2,000 1,375 1.46 Amar FM music 2100-2300 500 1,384 0.36 Power FM music 1300-1600 500 974 0.51 Suryan FM music 1300-1600 2,700 5,157 0.52 Vishakha FM music 1300-1600 1,000 565 1.77 Big Fm music 0700-1100 12,000 7,467 1.61 HIT 95 FM music 0700-1100 700 87 8.05 HT Fever music 0700-1100 700 436 1.61 Radio Indigo music 1300-1600 1,200 42 29 Source: ZenithOptimedia

Average CPT (all commercial stations): INR 2.81

87 INDIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser INR (mill) Category INR (mill) Tata Teleservices 384.7 TV channels 1,777.6 Star TV Network 368.9 Mobile phone services 1,339.1 Pantaloons Retail 344.7 Independent retailers 1,317.9 Hindustan Lever 278.6 Property 1,142.4 Zee TV Network 269.5 Social ads 900.5 Reliance Communications 256.5 Publications/books 503.2 Sony Network 255.5 Auto 484.4 Maruti Udyog 248.6 469.0 Bharti Airtel 214.6 General insurance 407.2 NDTV Network 214.5 Jewellery 377.0 Source: AC Nielsen & IMRB Source: AC Nielsen & IMRB

Top ten radio owners (2008) Radio revenue Owner INR (mill) Radio Mirchi 8,758.1 Red FM 2,952.0 Radio One 1,997.4 Radio City 1,286.2 Big FM 1,155.2 FM 392.9 Ht Fever 391.4 Hit 351.1 Radio Indigo 239.1 Friends 203.1 Source: AC Nielsen & IMRB

88 INDIA: OUTDOOR

OUTDOOR

Number of outdoor sites: 38,000* * Mumbai only

Type, size and cost of sites Cost per panel Type/size of display per month INR (mill) 30x20 0.2-0.4 40x20 0.4-0.8 50x20 0.7-1.0 60x20 0.8-1.2 Source: ZenithOptimedia estimates, Navia-SMG

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser INR (mill) Airtel 1,100 Hutch/Vodafone 1,000 Aircel 750 Reliance Group 750 ICICI Group 700 Idea Cellular 600 Zee TV 400 Star TV 350 Sony 300 9X INX network 250 Source: ZenithOptimedia estimates, Navia-SMG

89 INDIA: OUTDOOR

Top outdoor product categories (2008) Outdoor expenditure Category INR (mill) Mobile communications 3,500 Banking 1,500 Channels 1,100 Mobile handsets 700 Insurance 850 Four-wheelers 600 Two-wheelers 500 Mutual funds 800 Soft drinks 150 Source: ZenithOptimedia estimates, Navia-SMG Top ten outdoor contractors (2008) Contractor Selvel Vantage Pioneer Times OOH Selvel Publicity Zenith Outdoors Bright Outdoors Roshan Publicity Prakash Arts Chitra Publicity Source: ZenithOptimedia estimates, Navia-SMG

90 INDIA: CINEMA

CINEMA

Number of cinema screens: 15,000 Source: ZenithOptimedia estimates, Navia-SMG

Average cost of a 60 sec. spot per screen per week: INR 1,150 Source: ZenithOptimedia estimates, Navia-SMG

Number of screens used in typical national campaign: 250-300 Source: ZenithOptimedia estimates, Navia-SMG

Trend in admissions Admissions (mill) 2002 3,200 2003 3,420 2004 3,591 2005 4,200 2006 4,500 2007 5,000 Source: ZenithOptimedia estimates, Navia-SMG

Cinema audience profile Age % 16-24 30 25-34 45 35-49 20 50+ 5 Sex % Male 75 Female 25 Source: ZenithOptimedia estimates, Navia-SMG

Top films (2008) Gross takings Film INR (mill) Race 4,700 Jodhaa Akbar 4,500 Jaane Tu… Ya Jaane Na 2,900 Sarkar Raj 2,800 Kismat Konnection 1,600 Jannat 1,300 Source: ZenithOptimedia estimates, Navia-SMG

91 INDIA: CINEMA

Top cinema advertisers (2008) Cinema expenditure Advertiser INR (mill) Airtel 60 Reliance 35 Nokia 30 Samsung 28 HP 25 Maruti 24 Source: Industry estimates and ZenithOptimedia/Navia-SMG Top cinema product categories (2008) Cinema expenditure Category INR (mill) Telecom 50 Liqour 50 Durables 40 Source: ZenithOptimedia estimates, Navia-SMG

Top cinema owners (2008) Cinema revenue Owner INR (mill) INOX 2,500 PVR 2,000 Adlabs 1,500 Shringar 900 700 FUN 600 Wave 400 DT 350 Source: ZenithOptimedia estimates, Navia-SMG

Top cinema sales houses (2008) Cinema revenue Sales house INR (mill) Interactive 250 Salvos 200 Dimples 190 Orienta 225 Source: ZenithOptimedia estimates, Navia-SMG

92 INDIA: INTERNET

INTERNET

Homes with internet connection: 16,000,000 (0.1%)

Adult internet users: 55,000,000 (0.1%)

Adult internet users with home broadband: 7,000,000

Typical monthly cost of brodband internet access: INR 1,499

Cost of display ads Top ten search keywords Typical cost per thousand Keyword Type INR orkut Banners 80 gmail Page takeovers 250 yahoo Streaming video 120 google Source: Market Intelligence youtube yahoomail indian railways rediff cricket katrina kaif Source: Google Zeitgeist 2008

Internet user profile Age % 15-24 41 25-34 36 35-54 22 55+ 2 Sex % Male 76 Female 24 Source: Comscore

93 INDIA: INTERNET

Top ten internet sites (2009) Top search engines (2009) Unique visitors Search engine Site per month (mill) Google Google 23 Yahoo Yahoo 22 MSN Rediff 9 Source: ZenithOptimedia Facebook 8 Bharatstudent 4 In 4 Orkut 4 Sify 2 Moneycontrol 2 Yarta 2 Source: Comscore Top ten internet Top internet product advertisers (2008) categories (2008) Advertiser Category Monster Online publishers Nokia Travel TBS BFSI Citibank Telecom Intel Auto Makemytrip Education Pepsi FMCG Yatra Consumer durables Naukri Source: ZenithOptimedia HP Source: ZenithOptimedia

94 INDIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 43.6 53.0 55.1 Newspapers 38.2 38.2 38.2 Magazines 11.8 11.8 11.8 Radio 14.1 19.7 20.9 Cinema - 0.4 3.3 Internet 0.7 1.4 1.9 Source: IRS 2009 R 1 OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser INR (mill) Category INR (mill) Hindustan Lever 34,536 Mobile phone services 32,993 Reckitt Benckiser 15,160 Social ads 27,497 Bharti Airtel 11,225 Educational institutions 27,414 ITC 9,262 Auto 25,651 Colgate Palmolive 8,077 Corporate/brand image 24,258 Johnson & Johnson 7,242 Independent retailers 19,984 Procter & Gamble 7,038 Property 19,870 Vodafone 6,970 Toilet soaps 18,028 Pepsi Co 6,735 Shampoo 15,375 Coca-Cola 6,612 Mobile phones 12,264 Source: AC Nielsen & IMRB Source: AC Nielsen & IMRB Top ten media owners (2008) Media revenue Owner INR (mill) Bennett Coleman & Co 100,975 Star TV Network 100,113 Zee Network 46,023 SET India Network 36,268 The Hindustan Times 30,047 Network 18 29,582 NDTV Network 29,498 INX Network 24,814 Dainik Bhaskar Group 23,690 Jagran Prakashan 21,251 Source: AC Nielsen & IMRB

95 INDONESIA: ECONOMIC DATA

INDONESIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 9,699.0 Rp at 2008 rate

Gross Domestic Product (Rupiah trillion) at current prices 1,684 1,822 2,014 2,296 2,774 3,339 3,949 4,954 % change 21.2 8.2 10.5 14.0 20.8 20.4 18.3 25.4 at 2008 prices 3,121 3,018 3,128 3,357 3,674 3,909 4,349 4,954 % change 8.7 -3.3 3.6 7.3 9.5 6.4 11.3 13.9

Gross Domestic Product per capita (Rupiah million) at current prices 7.8 8.6 9.4 10.6 12.7 15.0 17.6 21.8 at 2008 prices 14.5 14.3 14.6 15.5 16.8 17.6 19.4 21.8

Gross Domestic Product (US$ billion) at current prices 173.7 187.8 207.6 236.7 286.0 344.3 407.2 510.8 at 2008 prices 321.8 311.2 322.5 346.1 378.8 403.0 448.4 510.8

Gross Domestic Product per capita (US$ 000s) at current prices 0.8 0.9 1.0 1.1 1.3 1.6 1.8 2.2 at 2008 prices 1.5 1.5 1.5 1.6 1.7 1.8 2.0 2.2

Population Millions 214.6 210.9 213.7 216.4 219.2 222.0 224.7 227.4

Consumer Price Index 2008=100 54.0 60.4 64.4 68.4 75.5 85.4 90.8 100.0 % change 11.5 11.8 6.7 6.2 10.4 13.1 6.3 10.1

Adspend as a % of GDP 0.35 0.44 0.55 0.63 0.60 0.59 0.59 0.56

Advertising Expenditure Growth (%) at current prices 24.7 35.2 38.2 31.0 15.9 17.9 19.0 18.9 at 2008 prices 11.8 20.9 29.5 23.3 4.9 4.2 11.9 7.9 Source: IFS, ZenithOptimedia

96 INDONESIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in Rupiah billion at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 2,376 669 134 1,217 95 0 261 - 1999 3,423 991 136 1,897 131 0 269 - 2000 4,730 1,278 290 2,713 180 0 269 - 2001 5,897 1,728 405 3,331 230 0 202 - 2002 7,973 2,335 506 4,612 289 0 232 - 2003 11,017 2,976 630 6,442 344 0 625 - 2004 14,429 3,999 768 8,508 428 0 725 - 2005 16,713 4,637 848 9,786 547 11 884 - 2006 19,704 5,715 873 11,355 595 12 1,150 4.1 2007 23,440 7,473 959 12,699 851 16 1,437 6.4 2008 27,864 9,661 1,175 14,488 936 16 1,581 7.7

Advertising expenditure in Rupiah billion at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 6,137 1,728 345 3,143 246 0 674 - 1999 7,336 2,123 291 4,065 281 0 577 - 2000 9,773 2,641 599 5,605 372 0 556 - 2001 10,927 3,203 751 6,173 427 0 374 - 2002 13,210 3,868 838 7,641 479 0 384 - 2003 17,113 4,622 979 10,006 534 0 971 - 2004 21,097 5,847 1,123 12,440 626 0 1,060 - 2005 22,134 6,141 1,123 12,960 724 15 1,171 - 2006 23,065 6,690 1,022 13,292 696 14 1,346 4.8 2007 25,814 8,230 1,056 13,985 937 17 1,583 7.0 2008 27,864 9,661 1,175 14,488 936 16 1,581 7.7 Source: 1998-2008 AC Nielsen (newspapers, magazines, television, radio), ZenithOptimedia estimates (other media) Notes: 1. Excludes agency commission 2. After discounts, estimated at the following levels: 30% for newspapers, magazines and radio; 45% for television; 20% for cinema and internet; no discounts for outdoor. 3. Includes classified advertising 4. Excludes production costs 5. Internet includes display, classified and search

Main advertising restrictions Tobacco: Can only advertise between 2130 and 0600. Ads should not show children, cigarette packs or smoking scenes, and must include health warnings. Alcohol: Banned. Pharmaceutical: Ads must be cleared by the Health Department and Censor Board. Children's: Ads must be cleared by the Health Department and Censor Board.

97 INDONESIA: POPULATION POPULATION

Land area (km²) 1,826,440 Capital city Jakarta Language Bahasa Indonesia Currency Rupiah (Rp) Source: CIA Factbook 2008 Population by age Male Female Total (000s) (000s) (000s) 14-15 3,632 4,218 7,850 16-24 17,452 18,015 35,467 25-34 17,934 17,598 35,532 35-44 12,270 13,289 25,559 45-54 12,249 12,368 24,617 55-64 6,309 5,678 11,987 65+ 1,629 774 2,403 Total 71,475 71,940 143,415 Source: PT Roy Morgan Research, Jakarta 2009 Population by status Male Female Total (000s) (000s) (000s) AB 7,228 7,106 14,334 C1 9,804 9,563 19,367 C2 22,431 21,407 43,838 D 16,501 16,291 32,792 E 15,152 17,225 32,377 cannot say 358 348 706 Total 71,474 71,940 143,414 Source: PT Roy Morgan Research, Jakarta 2009

Definition of adult status AB = household expenditure above Rp 1.75m per month C1 = household expenditure between Rp 1.25m - Rp 1.75m per month C2 = household expenditure between Rp 0.9m - Rp 1.25m per month D = household expenditure between Rp 0.6m - Rp 0.9m per month E = household expenditure below Rp 0.6m per month

98 INDONESIA: TELEVISION

TELEVISION

Total population 14+: 143,415,000

Total population 14+ with access to TV: 138,502,000 (96.6%)

Television homes with: Colour 90.3% Plasma or LCD Screen Television 2.8% VCR 1.2% VCD Player 59.6% DVD Player 20.4% DVD Recorder 1.2% Personal CD/Cassette/Radio (eg. Walkman) 12.8% Minidisc Player 0.5% MP3 Player 5.3% iPod 1.9% Portable combined CD/Cassette/Radio 48.1% Surround Sound System 6.0% Other Audio/Stereo System (eg. CD, turntable, etc.) 7.6% Digital Radio 1.7% Electrical Musical Instrument (eg. guitar, keyboard) 0.6% Video Tape Camera 0.3% Digital Video Camera 1.1% A Camera valued over Rp 1 mn - film camera 1.9% A Camera valued over Rp 1 mn - digital camera 3.5% Cable (connection) - total 0.4% Satellite dish (DTH) - total 9.0% Source: PT Roy Morgan Research, Jakarta, Indonesia 2009

No TV licence fee

Average minutes viewed per day per adult: 35

Average pay-TV subscription cost Average monthly subscription IDR Cable (analogue) 200,000 Cable (digital) 200,000 DTH (analogue) 200,000 DTH (digital) 200,000 Source: PT Roy Morgan Research, Jakarta, Indonesia 2009

99 INDONESIA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial RCTI 74 24 2,308 SCTV 79 24 2,388 IVM 79 24 1,646 TPI 71 24 2,023 TRANS TV 70 24 2,287 Trans 7 62 24 2,191 METRO 66 24 1,056 TV One 58 24 1,525 GTV 67 24 2,015 58 24 1,491 TVRI 75 22 373 Kabelvision 70 24 - Indovision 80 24 - Source: AC Nielsen

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time IDR (000s) IDR RCTI 1800-2200 20,000,000 1,427 14,015 SCTV 1800-2200 21,500,000 1,728 12,442 IVM 1800-2200 20,000,000 1,265 15,810 TPI 1800-2200 20,000,000 791 25,284 TRANS TV 1800-2200 21,500,000 1,177 18,267 Trans 7 1800-2200 16,000,000 389 41,131 METRO 1800-2200 14,000,000 164 85,366 TV One 1800-2200 20,000,000 338 59,172 GTV 1800-2200 15,000,000 347 43,228 ANTV 1800-2200 18,000,000 400 45,000 TVRI 1800-2200 1,500,000 76 19,737 Firstmedia 1800-2200 350,000 - - Indovision 1800-2200 350,000 - - Source: ZenithOptimedia

Average CPT (all commercial channels): IDR 23,229

100 INDONESIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults IDR (mill) Commercial RCTI 15.8 15.8 3,631,841 SCTV 18.4 18.8 3,776,273 IVM 15.6 15.5 2,390,536 TPI 10.2 9.9 2,997,112 TRANS TV 13.3 14.0 3,274,485 Trans 7 5.9 5.9 2,521,577 METRO 1.7 1.9 1,207,229 TV One 3.8 4.2 1,381,453 GTV 5.5 4.8 2,590,101 ANTV 5.5 5.3 1,810,057 TVRI 0.8 0.8 - Source: Nielsen Arianna 2008, AdQuest 2008

Top ten television programmes (2008) Adult Programme Channel TVR Termehek - mehek Sps Trans 7uara TRANS TV 10.2 Liga Djarum : PSMS VS SRIWIJAYA (L) ANTV 9.0 Tinju Dunia (Live) RCTI 8.8 Kukubima Ener-G! World Boxing (L) RCTI 8.7 Bank BRI Thomas & Uber Cup TRANS TV 8.6 M Supermama IVM 8.6 AFF SC : Thailand Vs Indonesia (L) RCTI 8.5 AFF SC : Indonesia Vs Thailand (L) RCTI 8.4 Happy Family Me VS Mom Sps 7uara TRANS TV 8.3 AFF SC : Indonesia Vs Singapore RCTI 8.2 Source: Nielsen Arianna 2008

101 INDONESIA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser IDR (mill) Category IDR (mill) Unilever 3,799,214 Communication equipment/services 2,836,675 Wings 845,397 Hair care 1,352,178 Indofood 727,301 Phonelines 1,242,251 Danone 543,115 Clove cigarettes 1,210,079 Djarum 444,927 Facial care 1,051,313 Indosat 432,522 Laundry detergents/fabric softeners 912,475 Telkomsel 413,935 Governmental & political orgs. 872,841 Excelcomindo 396,005 Snacks/biscuits/cakes 809,926 Coca-Cola 379,077 Health drinks 654,226 Procter & Gamble 379,022 Motorcycles/scooters/bikes 643,755 Source: AdQuest 2008 Source: AdQuest 2008

Top ten television Top ten television owners (2008) sales houses (2008) TV revenue TV revenue Owner IDR (mill) Sales house IDR (mill) Media Nusantara Citra 9,219,054 Surya Citra Televisi 3,776,273 Para Group 5,796,062 Rajawali Citra Televisi 3,631,841 Surya Citra Media 3,885,922 Televisi Transformasi 3,274,485 Bakrie Group 3,352,456 Televisi Pendidikan 2,997,112 Group 2,390,536 Global TV 2,590,101 Media Group 1,207,229 Trans 7 2,521,577 Mahaka Group 197,921 Indosiar Visual Mandiri 2,390,536 Government 112,709 Cakrawala Andalas Televisi 1,810,057 Space Toon 63,096 TV One 1,381,453 Jawa Pos Group 49,879 Metro TV 1,207,229 Source: AdQuest 2008 Source: AdQuest 2008

102 INDONESIA: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) IDR (000s) IDR (000s) IDR (000s) Dailies Rakyat Merdeka 700 - 94,500 - 124,740 Padang Ekspres 641 - 68,040 - 102,060 Pos Kota 600 813 82,080 101.0 108,000 Kompas 519 1,465 234,360 160.0 370,440 Jawa Pos 450 2,049 236,250 115.3 345,870 Media Indonesia 315 - 51,200 - 224,910 Lampu Hijau 275 318 37,800 118.9 56,700 Pikiran Rakyat 205 579 129,600 223.8 194,400 Republika 180 - 124,740 - 181,440 Memorandum 180 - 68,040 - 98,280 Suara Merdeka 161 608 155,520 255.8 204,120 Berita Kota 155 201 90,720 451.3 116,640 Kedaulatan Rakyat 150 279 73,440 263.2 140,400 Surya 146 242 92,750 383.3 115,010 Koran Tempo 110 194 82,950 427.6 145,950 Waspada 106 186 38,880 209.0 108,000 Pos Metro Medan 93 214 24,570 114.8 56,700 Warta Kota 91 860 77,760 90.4 103,680 Bali Pos 89 257 172,800 672.4 250,560 Bisnis Indonesia 85 - 138,240 - 207,360 Fajar 80 116 86,940 749.5 139,860 Sumut Pos 80 - 18,900 - 56,700 Analisa 75 218 43,740 200.6 131,220 Palembang Pos 75 - 65,205 - 103,950 Sumatera Ekspres 67 131 94,500 721.4 170,100 Jakarta Post 55 - 34,500 - 170,100 Radar Bogor 45 394 90,720 230.3 151,200 Wawasan 31 37 56,700 1,532.4 94,500 Radar Tangerang 30 47 68,040 1,447.7 94,500 Indo Pos 13 46 85,050 1,848.9 113,400 Source: Roy Morgan Q408

Average CPT (B/W): IDR 222.1

103 INDONESIA: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser IDR (mill) Category IDR (mill) Indomobil Group 394,823 Communication equipment/services 1,386,144 Astra Honda 355,802 Governmental & political orgs. 1,307,963 Yamaha 271,624 Motorcycles/scooters/bikes 979,854 Telkomsel 253,086 Corporate ads & social services 966,066 Indosat 196,671 Real estate 714,757 Calon Pemerintah Daerah 179,994 Banking/finance 648,572 Kramayudha Tiga Berlian 122,319 Media/advertising 582,827 Nokia 121,098 Hotels/bars/restaurants 545,345 Telkom 116,360 Formal education 535,449 LG 113,818 Private vehicles 454,068 Source: AdQuest 2008 Source: AdQuest 2008

Top ten newspaper Top ten newspaper owners (2008) sales houses (2008) Newspaper revenue Newspaper revenue Owner IDR (mill) Sales house IDR (mill) Jawa Pos Group 5,715,822 Kompas 1,909,641 Kompas Group 4,174,745 Jawa Pos 862,122 Media Group 564,620 Sumatera Ekspres 445,032 Globe Media Group 531,007 Media Indonesia 403,499 Media Nusantara Citra 398,215 Manado Post 378,313 Bisnis Indonesia 319,789 Jambi Independent 377,260 Bali Post 316,764 Jambi Ekspres 370,502 Pikiran Rakyat 299,875 Seputar Indonesia 369,551 Singgalang 253,912 Kaltim Post 351,856 Mahaka Group 211,404 Sriwijaya Post 343,344 Source: AdQuest 2008 Source: AdQuest 2008

104 INDONESIA: MAGAZINES

MAGAZINES

Magazines & Tabloids w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT Full page 2w=twice weekly Circulation readership Colour Colour B/W Title (000s) (000s) IDR (000s) IDR (000s) IDR (000s) Automotive Motorplus (m) 236 321 42,750 133.2 - Otomotif (w) 184 196 54,150 276.3 38,000 Family Ayahbunda (m) 70 - 20,500 - - Gadgets Pulsa (bm) 150 810 76,000 93.8 - Selular (m) 58 270 20,000 74.1 - General interest Tabloid Rumah (bm) 220 - 19,500 - 14,000 Intisari (m) 120 - 12,500 - - Kids Bobo (w) 207 - 17,000 - - Nakita (w) 187 - 50,350 - - Sabili (m) 100 120 550 4.6 - Ummi (m) 80 86 5,000 58.1 - News Tempo (w) 120 165 48,000 290.9 - Sport Bola (bm) 515 1,768 57,000 32.2 51,300 Tabloid Soccer (w) 328 368 23,000 62.5 - Gema Olahraga (d) 125 202 47,500 235.1 - Supernatural Misteri (2w) 85 124 2,520 20.3 - Teens Aneka Yess! (bm) 180 406 22,000 54.2 - Cosmo Girl (m) 95 - 18,800 - 15,000 Gadis (every 10 days) 80 368 22,000 59.8 - Kawanku (w) 57 178 14,000 78.7 - Women's Nova (w) 626 1,237 90,250 73.0 - Tabloid Bintang Indonesia (w) 497 - 62,700 - 36,100 Cek & Ricek (w) 450 - 51,300 - - Nyata (w) 415 598 73,400 122.7 - Wanita Indonesia (w) 385 - 72,200 - 36,100 Tabloid Gaul (w) 200 1,016 49,400 48.6 - Kartini (2w) 165 307 23,800 77.5 - Cosmopolitan (m) 142 - 29,000 - - Femina (w) 135 291 32,000 110.0 - Dewi (m) 65 - 31,000 - - Source: ZenithOptimedia

Average CPT (Colour): IDR 79.6

105 INDONESIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser IDR (mill) Category IDR (mill) Unilever 104,743 Communication equipment/services 148,314 Telkomsel 27,177 Media/advertising 120,293 Indomobil Group 23,574 Corporate ads & social services 98,934 Indosat 21,195 Banking/finance 57,916 Gramedia Group 18,206 Haircare 54,565 Nestlé 17,123 Facial care 49,136 Kalbe Farma 15,894 Computer hardware/equipment 43,017 L'Oréal 15,536 Medicine 42,585 Astra Honda 15,270 Private vehicles 42,349 Indofood 14,540 Vitamins/supplements 35,646 Source: AdQuest 2008 Source: AdQuest 2008

Top ten magazine Top ten magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner IDR (mill) Sales house IDR (mill) Kompas Group 442,288 Nova 124,143 Femina Group 281,251 Tempo 113,013 Mra 126,771 Femina 93,558 Tempo 126,214 Nyata 54,713 Jawa Pos Group 68,779 Cosmopolitan 49,428 Bintang Group 56,358 Bola 47,735 Media Nusantara Citra 47,341 Otomotif 38,432 Globe Media Group 39,937 Gatra 35,217 Gatra 37,467 Bintang Indonesia 33,238 Kartini 32,981 Dewi 33,227 Source: AdQuest 2008 Source: AdQuest 2008

106 INDONESIA: RADIO

RADIO

Number of commercial radio stations: 1,022 Source: PRSSNI (Indonesia Private Radio Assocation)

Costs/audiences Peak rate Peak adult 30 sec peak Station Type Peak time (30 sec) audience adult CPT PT IDR (000s) IDR National RRI pro 2 music 0600-1000/1600-2000 - 66 - Main regional Jakarta Prambors youth 0600-1000/1600-2000 385,000 46 8,369.6 Mustang youth 0600-1000/1600-2000 375,000 52 7,211.5 Traxx youth 0600-1000/1600-2000 210,000 - - ARH news 0600-1000/1600-2000 175,000 - - Female women 0600-1000/1600-2000 385,000 17 22,647.1 Trijaya news 0600-1000/1600-2000 700,000 - - Kiss music 0600-1000/1600-2000 365,000 557 655.3 Sonora news/talk 0600-1000/1600-2000 500,000 92 5,434.8 Bens music 0600-1000/1600-2000 - 724 - Elshinta news/talk 0600-1000/1600-2000 - 149 - Elgangga music 0600-1000/1600-2000 - 107 - Hard 0600-1000/1600-2000 - 36 - I Radio music 0600-1000/1600-2000 - 996 - Bandung MGT music 0600-1000/1600-2000 245,000 - - Dahlia local music 0600-1000/1600-2000 200,000 233 858.4 Cosmo local music 0600-1000/1600-2000 110,000 60 1,833.3 Ardan youth 0600-1000/1600-2000 325,000 397 818.6 Oz youth 0600-1000/1600-2000 300,000 83 3,614.5 youth 0600-1000/1600-2000 325,000 31 10,483.9 KLCBS music 0600-1000/1600-2000 210,000 - - Semarang Suara Semarang local music 0600-1000/1600-2000 160,000 33 4,848.5 Gajahmada music 0600-1000/1600-2000 500,000 207 2,415.5 RCT youth 0600-1000/1600-2000 300,000 184 1,630.4 Imelda youth 0600-1000/1600-2000 410,000 88 4,659.1 Surabaya Suara Surabaya news 0600-1000/1600-2000 640,000 - - Mercuri news 0600-1000/1600-2000 325,000 - - Suara Giri local music 0600-1000/1600-2000 370,000 429 862.5 Wijaya local music 0600-1000/1600-2000 350,000 438 799.1 EBS youth 0600-1000/1600-2000 430,000 116 3,706.9 Istara youth 0600-1000/1600-2000 350,000 46 7,608.7

107 INDONESIA: RADIO

Costs/audiences cont. Peak rate Peak adult 30 sec peak Station Type Peak time (30 sec) audience adult CPT PT IDR (000s) IDR Medan KIS youth 0600-1000/1600-2000 240,000 - - Kardopa music 0600-1000/1600-2000 300,000 23 13,043.5 Most music 0600-1000/1600-2000 300,000 - -

Gamasi - 0600-1000/1600-2000 - 148 - Gema Merdeka - 0600-1000/1600-2000 - 121 - Gita FM - 0600-1000/1600-2000 - 33 - Global - 0600-1000/1600-2000 - 36 - IBC - 0600-1000/1600-2000 - 69 - Idola - 0600-1000/1600-2000 - 75 - Kamajaya - 0600-1000/1600-2000 - 30 - Karisma - 0600-1000/1600-2000 - 33 - Kayumanis - 0600-1000/1600-2000 - 101 - KDS 8 - 0600-1000/1600-2000 - 108 - Kencana - 0600-1000/1600-2000 - 30 - Kisi - 0600-1000/1600-2000 - 62 - Kosa - 0600-1000/1600-2000 - 12 - Kosmo - 0600-1000/1600-2000 - 38 - Lanugraha - 0600-1000/1600-2000 - 73 - Lesmana - 0600-1000/1600-2000 - 52 - M FM - 0600-1000/1600-2000 - 187 - MQ FM - 0600-1000/1600-2000 - 47 - MTB - 0600-1000/1600-2000 - 18 - Makobu - 0600-1000/1600-2000 - 19 - Media - 0600-1000/1600-2000 - 121 - Megaswara - 0600-1000/1600-2000 - 451 - Menara - 0600-1000/1600-2000 - 24 - Merdeka - 0600-1000/1600-2000 - 57 - Momea - 0600-1000/1600-2000 - 65 - Muara - 0600-1000/1600-2000 - 472 - Musi - 0600-1000/1600-2000 - 29 - Paramuda - 0600-1000/1600-2000 - 31 - Pesona - 0600-1000/1600-2000 - 157 - Pioneer - 0600-1000/1600-2000 - 49 - Pop - 0600-1000/1600-2000 - 1,384 - Rama - 0600-1000/1600-2000 - 863 - Rasika - 0600-1000/1600-2000 - 69 - Sahara - 0600-1000/1600-2000 - 115 - Sikamoni - 0600-1000/1600-2000 - 81 - Smphoni - 0600-1000/1600-2000 - 55 - Solo Radio - 0600-1000/1600-2000 - 59 - Star - 0600-1000/1600-2000 - 26 - Suzana - 0600-1000/1600-2000 - 36 - Tidar Sakti - 0600-1000/1600-2000 - 44 - Source: Roy Morgan Q4 2008 & Ratecard

Average CPT (all commercial stations): IDR 2,056.2

108 INDONESIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser IDR (mill) Category IDR (mill) Tempo Scan Pacific 11,606 Painkillers 22,341 Supra Ferbindo Farma 7,083 Communication equipment/services 17,612 Santos Jaya Abadi 6,182 Coffee/tea 9,581 Telkomsel 3,622 Vitamins/supplements 7,931 Unilever 3,596 Health drinks 7,562 Wings 2,727 Banking/finance 4,783 Konimex 2,636 Clove cigarettes 4,104 Telkom 2,608 Formal education 3,350 Kalbe Farma 2,375 Media/advertising 3,183 Indosat 2,201 Traditional medicine 3,129 Source: AdQuest 2008 Source: AdQuest 2008

Top ten radio sales houses (2008) Radio revenue Sales house IDR (mill) Ardan 105.9 FM 24,774 Dahlia 101.5 FM 22,159 Rase 102.3 FM 10,242 Aquani 104 FM 8,423 Jusyan Media 92.7 FM 7,211 Best 102.5 FM 6,039 Rugeri 1242 Am 5,659 Citra 99.4 FM 5,429 Martha 101.3 FM 5,233 Reks 103.7 FM 5,175 Source: AdQuest 2008

109 INDONESIA: CINEMA

CINEMA

Number of cinema screens: 417 Source: Blitz Megaplex, Cinema 21, 2008

Average cost of a 60 sec. spot per screen per week: IDR 953,040 Source: Blitz Megaplex, Cinema 21, Rate 2008

Cinema audience profile Age % 14-19 42.1 20-29 44.1 30-39 8.6 40-49 2.9 50-59 2.0 60+ 0.3 Sex % Male 48.1 Female 51.9 Status % A1 3.7 A2 9.9 B 15.6 C1 20.5 C2 34.2 D 14.3 E 1.6 Source: Roy Morgan, Q4 08 - urban

Top cinema Top ten cinema owners (2008) sales houses (2008) Cinema revenue Cinema revenue Owner IDR (mill) Sales house IDR (mill) Cinema 21 38,754 Mall Kelapa Gading XXI 2,704.8 Blitz Megaplex 5,720 Studio XXI 2,147.3 Plaza Senayan XXI 2,111.4 Grand Indonesia (Blitz) 1,560.0 Pacific Place (Blitz) 1,560.0 Mall of Indonesia (Blitz) 1,560.0 Pondok Indah Mall XXI 1,667.0 Paris Van Java (Blitz) 1,040.0 Planet Hollywood XXI 910.8 Senayan City XXI 883.2 Source: Blitz Megaplex & Cinema 21, Gross Rate 2008 for screen advertising

110 INDONESIA: INTERNET

INTERNET

Adult internet users: 5,089,000 (3.8%) Typical monthly cost of internet access: IDR 300,000

Cost of display ads Top ten search keywords Rate per month Keyword Type IDR (000s) download Top frame 140,500 indonesia Bottom frame 138,000 friendster Leaderboard 120,000 video Full banner - top section 100,000 mp3 Medium rectangle 95,000 lagu 3:1 rectangle 85,000 lowongan Vertical banner 80,000 yahoo Skyscraper 78,000 game Full banner - centre section 75,000 cerita Half banner - centre section 37,500 Source: , Jan-Dec 2008 Source: www.kompas.com, Homepage rate, 2008

Internet user profile Top ten internet sites (2008) Age % Site 14-19 44.6 facebook.com 20-29 37.5 google.co.id 30-39 12.8 yahoo.com 40-49 3.9 google.com 50-59 1.1 blogger.com 60+ 0.1 youtube.com Sex % wordpress.com Male 60.1 kaskus.com Female 39.9 detik.com Status % 4shared.com A1 6.0 Source: www.alexa.com, 30 Sep 2009 A2 14.4 B 17.7 C1 22.4 C2 22.2 D 13.2 E 2.8 Source: Roy Morgan, Q4 08 - urban

111 INDONESIA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Reach % Any newspaper in last 7 days 28.9 Any tabloid 11.3 Any magazine 5.9 Any television in last 7 days 98.1 Any radio in last 7 days 29.5 Been to cinema in last 4 weeks 5.4 Access the internet at least monthly 5.2 Source: Roy Morgan Q4 08 OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser IDR (mill) Category IDR (mill) Unilever 3,947,944 Communication equipment/services 4,389,035 Wings 852,791 Governmental & political orgs. 2,205,224 Indofood 761,165 Corporate ads & social services 1,666,902 Telkomsel 697,820 Motorcycles/scooters/bikes 1,652,869 Indosat 652,587 Hair care 1,426,474 Astra Honda 629,757 Clove cigarettes 1,389,015 Indomobil Group 594,601 Phonelines 1,327,008 Danone 551,294 Skin care 1,122,116 Excelcomindo 521,598 Banking/finance 1,112,235 Yamaha Motor Kencana 497,409 Media/advertising 1,070,107 Source: AdQuest 2008 Source: AdQuest 2008 Top ten media Top ten owners (2008) sales houses (2008) Media revenue Media revenue Owner IDR (mill) Sales house IDR (mill) Media Nusantara Citra 9,664,611 Surya Citra Televisi 3,776,273 Jawa Pos Group 5,834,479 Rajawali Citra Televisi 3,631,841 Para Group 5,796,062 Televisi Transformasi 3,274,485 Kompas Group 4,617,032 Televisi Pendidikan 2,997,112 Surya Citra Media 3,885,922 Global TV 2,590,101 Bakrie Group 3,352,456 Trans 7 2,521,577 Indosiar Group 2,390,536 Indosiar Visual Mandiri 2,390,536 Media Group 1,771,848 Kompas 1,909,641 Globe Media Group 570,944 Cakrawala Andalas Televisi 1,810,057 Mahaka Group 409,325 TV One 1,381,453 Source: AdQuest 2008 Source: AdQuest 2008

112 JAPAN: ECONOMIC DATA

JAPAN ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 103.36 JPY at 2008 rate

Gross Domestic Product (¥ trillion) at current prices 497.7 491.3 490.3 498.3 501.7 507.4 515.8 507.4 % change -1.0 -1.3 -0.2 1.6 0.7 1.1 1.7 -1.6 at 2008 prices 499.2 496.8 497.1 505.3 510.3 514.6 523.2 507.4 % change -0.2 -0.5 0.1 1.6 1.0 0.8 1.7 -3.0

Gross Domestic Product per capita (¥ 000s) at current prices 3,911 3,866 3,853 3,912 3,937 3,981 4,049 3,986 at 2008 prices 3,923 3,909 3,907 3,967 4,004 4,037 4,106 3,986

Gross Domestic Product (US$ billion) at current prices 4,815 4,753 4,744 4,821 4,854 4,909 4,990 4,909 at 2008 prices 4,830 4,807 4,810 4,889 4,937 4,979 5,062 4,909

Gross Domestic Product per capita (US$ 000s) at current prices 37.8 37.4 37.3 37.8 38.1 38.5 39.2 38.6 at 2008 prices 38.0 37.8 37.8 38.4 38.7 39.1 39.7 38.6

Population Millions 127.3 127.1 127.3 127.4 127.5 127.5 127.4 127.3

Consumer Price Index 2008=100 99.7 98.9 98.6 98.6 98.3 98.6 98.6 100.0 % change -0.8 -0.8 -0.3 0.0 -0.3 0.3 0.0 1.4

Ad.spend as a % of GDP 0.91 0.86 0.86 0.88 0.95 0.95 0.94 0.92

Advertising Expenditure Growth (%) at current prices -1.5 -6.9 -0.1 3.9 8.8 1.1 0.7 -3.9 at 2008 prices -0.7 -6.2 0.2 3.9 9.1 0.8 0.7 -5.2 Source: IFS, ZenithOptimedia

113 JAPAN: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE Advertising expenditure in ¥ (mill) at current prices News- Magaz- Total papers ines TV Radio Outdoor Internet 1998 4,345,090 1,178,700 425,800 1,950,500 215,300 563,400 11,390 1999 4,259,100 1,153,500 418,300 1,912,100 204,300 546,800 24,100 2000 4,585,700 1,247,400 436,900 2,079,300 207,100 556,000 59,000 2001 4,515,300 1,208,700 418,000 2,068,100 199,800 547,200 73,500 2002 4,202,600 1,070,700 405,100 1,935,100 183,700 523,500 84,500 2003 4,199,200 1,050,000 403,500 1,948,000 180,700 498,700 118,300 2004 4,362,500 1,055,900 397,000 2,043,600 179,500 505,100 181,400 2005 4,745,400 1,037,700 484,200 2,041,100 177,800 626,900 377,700 2006 4,797,900 998,600 477,700 2,016,100 174,400 648,500 482,600 2007 4,833,400 946,200 458,500 1,998,100 167,100 663,200 600,300 2008 4,645,700 827,600 407,800 1,909,200 154,900 647,900 698,300 Advertising expenditure in ¥ (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Outdoor Internet 1998 4,280,210 1,161,100 419,442 1,921,375 212,085 554,987 11,220 1999 4,208,128 1,139,695 413,294 1,889,216 201,855 540,256 23,812 2000 4,562,772 1,241,163 434,716 2,068,904 206,065 553,220 58,705 2001 4,528,955 1,212,355 419,264 2,074,354 200,404 548,855 73,722 2002 4,249,580 1,082,669 409,629 1,956,732 185,754 529,352 85,445 2003 4,257,909 1,064,680 409,141 1,975,235 183,226 505,672 119,954 2004 4,423,492 1,070,662 402,550 2,072,171 182,010 512,162 183,936 2005 4,826,224 1,055,374 492,447 2,075,864 180,828 637,577 384,133 2006 4,826,224 1,055,374 492,447 2,075,864 180,828 637,577 384,133 2007 4,902,378 959,703 465,043 2,026,615 169,485 672,665 608,867 2008 4,902,378 959,703 465,043 2,026,615 169,485 672,665 608,867 Source: Dentsu Notes: 1. After discounts 2. Includes classified 3. Includes production costs 4. Includes agency commission at an average of 17.5% 5. Magazines include more specialist and local titles from 2005 6. Outdoor includes more types of display from 2005. 7. Internet includes banners, text, mailing service e-mail, direct e-mailing, sponsorship & tie-ups, interstitials, rich media, research, questionnaires, key-word searching and SEM. Includes production costs from 2005. Main advertising restrictions Tobacco: Banned in all media, except newspapers and magazines. Advertising display on vending machines allowed in stores. Alcohol: Industry is self-regulated. Pharmaceutical: Product ads banned for DTC. OTC medicine allowed, except for in children's programmes or magazines. Children's: Industry is self-regulated. Political: Statements of political values are not restricted, except they must end on the day before voting and media owners have the right to refuse them. Campaign ads are not allowed on television and radio, and are restricted in number elsewhere.

114 JAPAN: POPULATION

POPULATION

Land area (km²) 374,744 Capital city Tokyo Language Japanese Currency Yen Source: CIA World Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-15 8,775 8,348 17,123 16-24 6,725 6,389 13,114 25-34 8,323 8,036 16,359 35-44 9,154 8,983 18,137 45-54 7,771 7,755 15,526 55-64 9,155 9,464 18,619 65+ 12,259 16,430 28,689 Total 62,162 65,405 127,567 Source: Ministry of Internal Affairs and Communications

Adult status Male Female Total (000s) (000s) (000s) 1 11,928 11,451 23,379 2 13,048 12,845 25,893 3 25,291 29,787 55,078 Total 50,267 54,083 104,350 Source: Ministry of Internal Affairs and Communications

Definition of adult status 1 = ages 20-34 2 = ages 35-49 3 = ages 50+

115 JAPAN: TELEVISION

TELEVISION

Number of households: 52,877,802

Number of television households: 52,877,802 (100%)

Television homes with: Colour 99.4% DVD 73.1% PVR/DVR 51.2% Source: ZenithOptimedia

TV licence cost (per year): JPY 14,910

Average pay-TV subscription cost Average monthly subscription JPY Cable (analogue) 3,000 Cable (digital) 4,980 DTH (analogue) 2,100 DTH (digital) 2,415-3,980 IPTV 2,835 Source: Dentsu estimate

Peak rates Peak rate Peak 15 sec spot Channel time JPY Kanto NTV 1900-2300 1,050,000 TBS 1900-2300 1,050,000 CX 1900-2300 - EX 1900-2300 1,050,000 TX 1900-2300 900,000 Kansai YTV 1900-2300 720,000 MBS 1900-2300 720,000 KTV 1900-2300 600,000 ABC 1900-2300 720,000 TVO 1900-2300 518,000 Source: ZenithOptimedia

116 JAPAN: TELEVISION

Peak rates cont. Peak rate Peak 30 sec Channel time (JPY) BS nittere 1800-2200 90,000 BS asahi 1800-2300 80,000 BS-TBS 1400-1600 130,000 BSjapan 2000-2200 70,000 Bsfuji 1800-2200 110,000 Space shower - 35,000 Kids station - 30,000 Movie plus - 30,000 MTV Japan - 50,000 Animax - 40,000 Nikkei CNBC - 30,000 Fox - 21,000 Source: Estimated by Dentsu satellite media div

Top ten television programmes (2008) Adult Programme Channel TVR 59th NHK Kouhaku Utagassen (pt.2) NHK 42.1 Beijing Olympics Opening Ceremony NHK 37.3 59th NHK Kouhaku Utagassen (pt.1) NHK 35.7 Beijing Olympics NHK 30.6 24hour TV 31st/Love Saves the Earth (pt.10) NTV 30.2 Atsuhime (NHK Taiga drama) NHK 29.2 2008 Baseball - Giants v Seibu - 7th match NTV 28.2 Beijing Olympics 2008 NTV 28.1 The 85th Tokyo-Hakone Come & Go Relay Race (pt.2) NTV 27.5 Change (TV drama - final episode) EX 27.4 Source: ZenithOptimedia

117 JAPAN: TELEVISION

Top ten television advertisers (2008) Advertiser KAO Kowa House Food Corporation Alico Japan Suntory Toyota Procter & Gamble Nihon Cyokuhan Kirin Nissan Source: Video Research

Top ten television product categories (2008) TV expenditure Category JPY (tens mill) Cosmetics/toiletries 21,016 Food 20,884 Beverages & cigarettes 19,474 Information/communications 15,200 Pharmaceuticals/medical supplies 13,794 Finance/insurance 13,514 Auto 12,736 Hobbies/sport 12,048 Distribution/retail 9,595 Transportation/leisure 9,304 Source: Dentsu Top television owners (2008) TV revenue Owner JPY (tens mill) CX 347,877 NTV 277,759 TBS 272,764 EX 220,931 TX 107,520 Source: Dentsu

118 JAPAN: NEWSPAPERS

NEWSPAPERS

Newspapers Full page Full page Circulation B/W Colour Title (000s) JPY (000s) JPY (000s) National dailies Yomiuri Shinbun 10,018 47,910 56,450 Asahi Shinbun 8,031 39,855 47,435 Mainichi Shinbun 3,804 25,920 32,692 Nihon Keizai Shinbun 3,052 20,400 25,300 Sankei Shinbun 1,846 13,950 16,350 Regional dailies Chunichi Shinbun 2,749 14,100 16,650 Hokkaido Shinbun 1,176 7,395 8,595 Nishi Nihon Shinbun 838 5,985 7,185 Local dailies Sizuoka Shinbun 712 4,650 5,520 Chugoku Shinbun 699 3,810 4,910 Kobe Shinbun 563 4,050 5,050 Kyoto Shinbun 516 3,450 4,550 Nigata Nippo 491 3,450 4,150 Shinano Mainichi Shinbun 487 3,390 4,090 Kahoku Shinpo 485 3,450 4,250 San'yo Shinbun 467 3,225 4,025 Minaminihon Shinbun 368 2,730 3,180 Hokkoku Shinbun 349 3,165 3,865 Kumamoto Nichinichi Shinbun 348 2,865 3,365 Ehime Shinbun 311 2,685 3,135 Fukushima Minpo 301 2,700 3,050 Akita Sakigake 254 2,700 3,100 To-o Nippo 252 2,880 3,330 Kitanihon Shinbun 250 2,655 3,205 Tokushima Shinbun 250 2,640 3,020 Oita Godo Shinbun 228 2,730 3,130 Iwate Nippo 224 2,790 3,240 Miyazaki Nichinichi Shingun 218 2,700 3,050 Kochi Shinbun 215 2,460 2,820 Kanagawa Shinbun 214 2,070 2,870 Yamagata Shinbun 210 2,760 3,210 Fukui Shinbun 210 2,415 2,965 Shikoku Shinbun 209 2,430 2,760 Yamanashi Nichinichi Shinbun 208 2,610 3,030 Fukushima Min'yu 201 2,250 2,600 Ryukyu Shinpo 197 2,670 3,040 Okinawa Times 191 2,670 3,040

119 JAPAN: NEWSPAPERS

Newspapers cont. d=daily Full page Full page Circulation B/W Colour Title (000s) JPY (000s) JPY (000s) Local dailies cont. Nagasaki Shinbun 184 2,235 2,585 San'in Chuo Shinpo 183 2,310 2,850 Gifu Shinbun 177 2,490 2,940 Nihonkai Shinbun 171 2,100 2,550 Saga Shinbun 141 2,070 2,410 Nara Shinbun 124 1,643 1,958 Ise Shinbun 110 1,950 2,350 Yamaguchi Shinbun 88 1,500 1,850 Sports dailies Sports Nippon Shinbun 1,771 7,547 9,947 Nikkan Sports Shinbun 1,760 7,479 9,829 Hochi Shinbun 1,524 6,453 8,653 Trade Nikkan Kogyo Shinbun (d) 422 3,234 4,034 Nikkei MJ (3/wk) 246 3,150 4,250 Nikkei Sangyo Shinbun (d) 160 2,625 3,625 FujiSankei Business i. (d) 160 2,200 2,700 Source: Japan Audit Bureau of Circulations (Circulation Report 2008, Jan-Jun average) Japan Advertising Agencies Association (Newspaper price list 2008 1H), Media Research Center Inc. (2008 1H)

Top ten newspaper product categories (2008) Newspaper expenditure Category JPY (tens mill) Transportation/leisure 13,683 Distribution/retail 8,598 Publications 7,990 Classified ads/other 6,417 Food 5,859 Information/communications 5,455 Finance/insurance 4,810 Real estate 4,451 Education, medical service & religion 4,224 Auto 2,921 Source: Dentsu Advertising Expenditure in Japan

120 JAPAN: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Full page Full page Circulation Colour B/W Title (000s) JPY (000s) JPY (000s) General Weekly Bunshun (w) 519 1,850 1,080 Weekly Shincho (w) 447 1,700 1,000 Friday (w) 391 2,200 1,400 Weekly Post (w) 297 2,000 1,200 Weekly Gendai (w) 250 1,850 - SPA! (w) 111 1,400 900 Business Nikkei Business (w) 300 2,520 1,670 President (f) 201 1,900 1,260 Weekly Diamond 121 1,300 1,000 Toyo Keizai (w) 93 900 650 Comics Shonen Jump (w) 2,788 3,000 1,400 Shonen Magazine (w) 1,773 2,300 900 Home interest Kyo no Ryori (m) 659 2,400 - ESSE (m) 446 2,400 1,600 Orange Page (f) 388 2,500 1,800 LEE (m) 275 2,100 1,300 Sutekina Okusan (m) 128 2,000 1,200 Women's MORE (m) 352 2,500 - CanCam (m) 346 2,400 1,650 With (m) 332 2,700 - Sweet (m) 319 1,300 - Weekly Josei Jishin 287 2,400 1,200 nonno (f) 259 2,200 - anan (w) 253 2,000 - JJ (m) 110 2,300 - Katei Gaho (m) 108 2,000 - Men's Playboy (w) 207 1,850 700 Men's nonno (m) 175 1,500 - Nikkei Trendy (m) 164 1,800 1,000 Popeye (m) 73 1,500 - Hobbies Nikkei Paso-Com (f) 168 1,460 1,007 Car and Driver (f) 160 720 450 Weekly Ascii 128 750 370 Car Graphic (m) 80 800 440 Source: ZenithOptimedia

121 JAPAN: MAGAZINES

Top ten magazine advertisers (2008) Magazine expenditure Advertiser JYP (tens mill) Shiseido 528.2 Toyota 393.2 Chanel 388.1 Panasonic 370.9 KAO 340.2 Sanyoshokai 289.7 Richemont 272.9 Parfums Christian Dior 261.4 KDDI 243.8 Kanebo Cosmetics 226.3 Source: 2007.1-12 DAS

Top ten magazine product categories (2008) Magazine expenditure Category JYP (tens mill) Clothing/fashion 8,024 Cosmetics/toiletries 5,565 Hobbies/sporting goods 2,835 Information/communication 2,595 Transportation/leisure 2,528 Food 2,057 Bevarages & cigarettes 2,046 Auto 2,037 Distribution/retail 1,901 Education, medical service & religion 1,885 Source: Dentsu Advertising Expenditure in Japan

122 JAPAN: RADIO

RADIO

Number of commercial radio stations: 101 Source: Dentsu

Average daily listening minutes per adult: 125 Source: VideoResearch in Tokyo Area

Peak rates Peak rate Peak (20 sec) Station Type time JPY National TBS AM 0600-1300 100,000 QRR AM 0600-1300 100,000 LFR AM 0500-1500 127,000 TOKYO FM FM 0600-1300 100,000 J-WAVE FM 0600-1400 80,000 Main regional ABC AM 0600-1300 65,000 MBS AM 0600-1300 65,000 OBC AM 0600-1400 65,000 FM Osaka FM 0700-2400 52,000 FM802 FM 0600-1400 52,000 Source: ZenithOptimedia

Top ten radio product categories (2008) Radio expenditure Category JYP (tens mill) Auto 1,534 Finance/insurance 1,514 Transportation/leisure 1,429 Food 1,345 Pharmaceuticals/medical supplies 1,116 Distribution/retail 970 Information/communication 895 Food services 895 Government/organizations 860 Real estate 837 Source: Dentsu Advertising Expenditure in Japan

123 JAPAN: OUTDOOR

OUTDOOR

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month JPY Roppongi Hills Metro Hat 1 board (outside) 40,000,000 Omotesando Hills Media Ship 1 site 100,000,000 Mallscape 1,420 boards, 163 stores 84,000,000 Shibuya 109 Cykinder 1 board 26,000,000 Jun Fasion-board 125 boards 20,600,000 Running Billboard Bus 1 bus 6,500,000 Taxi Rear Window Sticker 500 taxis 3,500,000 Source: ZenithOptimedia

124 JAPAN: CINEMA

CINEMA

Number of cinema screens: 3,359 Source: Motion Picture Producers Association of Japan, Inc.

Trend in admissions Admissions Gross takings (mill) JPY (bill) 2004 170.1 210.9 2005 160.5 198.2 2006 164.6 202.9 2007 163.2 198.4 2008 160.5 194.8 Source: Motion Picture Producers Association of Japan, Inc.

Cinema audience profile Age % 16-24 20.5 25-34 21.4 35-49 31.3 50+ 26.9 Sex % Male 46.2 Female 53.8 Source: Video Research (Tokyo area)

Top ten films (2008) Gross takings Film JPY (tens mill) Ponyo on the Cliff by the Sea 1,550 Boys Over Flowers: Final 775 Indiana Jones and the Kingdom of the Crystal Skull 571 Red Cliff Part1 505 The Devotion of Suspect X 492 Pokemon the Movie: Diamond & Pearl 2 480 Aibou the Movie 444 I am Legend 431 20th Century Boys 395 The Magic Hour 392 Source: Motion Picture Producers Association of Japan, Inc.

125 JAPAN: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Conventional television 86.8 Newspapers 48.1 Magazines 11.3 Radio 19.3 Internet 57.5 Source: MCR2008 (Kanto area) OVERALL Top ten overall advertisers (2008) Media expenditure Advertiser JPY (bill) Panasonic 90.5 Toyota 88.2 Honda 88.1 Kao 55.7 KDDI 43.0 Itoyokado 42.4 Suntory 42.2 NTT-docomo 41.1 Mitsubishi-Motors 40.5 Sharp 40.4 Source: Nikkei Advertisement Research Institute Top ten overall product categories (2008) Media expenditure Category JPY (tens mill) Food 30,145 Cosmetics/toiletries 29,380 Transportation/leisure 26,944 Beverages & cigarettes 24,685 Information/communication 24,145 Finance/insurance 21,296 Distribution/retail 21,064 Auto 19,228 Pharmaceuticals/medical supplies 18,367 Hobbies/sporting goods 16,925 Source: Dentsu Advertising Expenditure in Japan

126 MALAYSIA: ECONOMIC DATA

MALAYSIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 3.34 Ringgit at 2008 rate

Gross Domestic Product (RM billion) at current prices 352.6 383.2 418.8 474.0 522.4 573.7 641.9 740.7 % change 2.7 8.7 9.3 13.2 10.2 9.8 11.9 15.4 at 2008 prices 422.6 450.7 487.9 543.9 582.4 617.4 677.0 740.7 % change 1.3 6.7 8.2 11.5 7.1 6.0 9.6 9.4

Gross Domestic Product per capita (RM 000s) at current prices 14.8 15.8 16.9 18.8 20.4 22.0 24.2 27.4 at 2008 prices 17.8 18.6 19.7 21.6 22.7 23.7 25.5 27.4

Gross Domestic Product (US$ billion) at current prices 105.7 114.9 125.5 142.1 156.6 172.0 192.4 222.0 at 2008 prices 126.7 135.1 146.3 163.0 174.6 185.1 202.9 222.0

Gross Domestic Product per capita (US$ 000s) at current prices 4.4 4.7 5.1 5.6 6.1 6.6 7.2 8.2 at 2008 prices 5.3 5.6 5.9 6.5 6.8 7.1 7.6 8.2

Population Millions 23.8 24.3 24.7 25.2 25.6 26.1 26.6 27.0

Consumer Price Index 2008=100 83.4 85.0 85.8 87.2 89.7 92.9 94.8 100.0 % change 1.4 1.9 1.0 1.5 2.9 3.6 2.0 5.5

Ad.spend as a % of GDP 0.91 0.91 0.89 0.96 0.90 0.86 0.88 0.86

Advertising Expenditure Growth (%) at current prices 2.9 8.5 7.8 21.0 3.5 4.9 15.0 12.2 at 2008 prices 1.5 6.5 6.8 19.2 0.6 1.3 12.7 6.4 Source: IFS, ZenithOptimedia

127 MALAYSIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in RM (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 2,190 1,260 111 698 56 11 54 - 1999 2,552 1,471 104 823 85 10 59 - 2000 3,107 1,866 131 936 102 10 62 - 2001 3,198 1,936 183 878 120 11 70 - 2002 3,471 2,188 158 921 144 10 50 - 2003 3,742 2,365 159 994 153 13 58 - 2004 4,529 2,672 169 1,407 169 14 98 - 2005 4,669 2,776 160 1,424 178 18 113 20 2006 4,880 2,741 156 1,619 193 20 151 40 2007 5,609 3,065 166 1,946 241 26 165 50 2008 6,284 3,321 156 2,320 291 27 170 65

Advertising expenditure in RM (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 2,775 1,596 141 884 71 14 68 - 1999 3,150 1,815 128 1,016 105 12 73 - 2000 3,775 2,267 159 1,137 124 12 75 - 2001 3,833 2,320 219 1,052 144 13 84 - 2002 4,083 2,574 186 1,083 169 12 59 - 2003 4,360 2,755 185 1,158 178 15 68 - 2004 5,196 3,066 194 1,614 194 16 112 - 2005 5,204 3,094 178 1,587 198 20 126 22 2006 5,252 2,950 168 1,742 208 22 163 43 2007 5,916 3,233 175 2,052 254 27 174 53 2008 6,284 3,321 156 2,320 291 27 170 65 Source: Nielsen Media Research, ZenithOptimedia Notes: 1. Before discounts 2. Excludes production costs 3. Includes classified 4. Includes agency commission 5. Outdoor estimated to 2003, actual from 2004 6. Internet figures are agency estimates

Main advertising restrictions Tobacco: Banned. Alcohol: Banned on TV, radio, and outdoor. Pharmaceutical: All ads must be approved by the Ministry of Health. Children: No fast-food ads in children's programming

128 MALAYSIA: POPULATION

POPULATION

Land area (km²) 328,550 Capital city Language Bahasa (Malay) Currency Ringgit (RM) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-14 4,576 4,299 8,875 15-24 2,603 2,492 5,095 25-34 2,166 2,117 4,283 35-44 1,850 1,804 3,654 45-54 1,466 1,407 2,873 55-64 876 839 1,715 65+ 576 656 1,232 Total 14,113 13,614 27,727 Source: Statistics Year Book 2008

Adult status Male Female Total (000s) (000s) (000s) AB 1,251 1,090 2,341 C1 1,279 1,199 2,478 C2 1,012 1,107 2,119 DE 3,575 3,718 7,293 others 31 27 58 Total 7,148 7,141 14,289 Source: NMR Media Index Q4 2008

Definition of adult status AB = managers & professionals C1 = well-educated non-manual & skilled workers C2 = skilled & non-manual workers DE = unskilled & less educated workers

129 MALAYSIA: TELEVISION

TELEVISION

Number of households: 4,434,000

Number of television households: 4,356,000 (98.2%)

Television homes with: DVD 79% Satellite dish (DTH) - total 37% Digital satellite dish 37% Source: Nielsen Media Research

No TV licence fee

Average minutes viewed per day per adult: 205

Average pay-TV subscription cost Average monthly subscription (RM) DTH (digital) 48 Source:

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial ART 45 24 - Bloomberg 45 24 - Cinemax 45 24 - CCTV 9 45 24 - Disney 45 24 - HBO 45 24 - Playhouse Disney 45 24 - Astro On Demand 45 24 - Commercial Al-Jazeera English 45 24 504 45 24 504 Animax 45 24 504 Asian Food Channel 45 24 504 Astro AEC 45 24 504 45 24 504 Astro .TV 45 24 504 Astro HUA HEE DAI 45 24 504 45 24 504 45 24 504 45 24 504 Astro SuperSport 45 24 504

130 MALAYSIA: TELEVISION

Main channels cont. Technical Daily Ad mins penetration hours of per Channel (%) transmission week 45 24 504 Astro Vellithirai 45 24 504 45 24 504 Astro Xiao Tai Yang 45 24 504 Astro@15 45 24 504 AXN 45 24 504 BBC Entertainment 45 24 504 BBC World 45 24 504 TV 45 24 504 Cartoon Network 45 24 504 CCTV 4 45 24 504 Celestial Movie 45 24 504 Channel [V] 45 24 504 Chutti TV 45 24 504 CNBC Asia 45 24 504 CNN 45 24 504 Crime & Investigation Network 45 24 504 45 24 504 Discovery Home & Health 45 24 504 Discovery Real Time 45 24 504 Discovery Science 45 24 504 Discovery Travel & Living 45 24 504 E! 45 24 504 ESPN 45 24 504 ETTV Asia 45 24 504 Eurosport 45 24 504 Golf Channel 45 24 504 Hallmark Channel 45 24 504 Jia Yu Channel 45 24 504 Makkal TV 45 24 504 MTV 45 24 504 National Geographic Channel 45 24 504 NHK World 45 24 504 45 24 504 Phoenix Chinese Channel 45 24 504 Phoenix InfoNews Channel 45 24 504 45 24 504 STAR Movies 45 24 504 STAR Sports 45 24 504 45 24 504 45 24 504 Sun TV 45 24 504 The History Channel 45 24 504 TVB Xing He 45 24 504 TVB8 45 24 504

131 MALAYSIA: TELEVISION

Main channels cont. Technical Daily Ad mins penetration hours of per Channel (%) transmission week TVBS Asia 45 24 504 TVIQ 45 24 504 WaTV 45 24 504 Zee 45 24 504 Box Office Movies 45 24 4-8* Box Office Sports 45 24 4-8* Box Office Events 45 24 4-8* TV1 99 20 743 TV2 99 24 1,514 TV3 98 19 2,340 NTV7 98 18 1,291 8TV 85 20 1,483 TV9 85 19 1,189 Source: Nielsen Media Research, Astro * between films/events Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (RM) (000s) (RM) TV1 2000-2300 5,600 404 13.9 TV2 2000-2300 9,600 682 14.1 TV3 2000-2300 19,940 2,352 8.5 8TV 2000-2300 6,000 362 16.6 NTV7 2000-2300 7,000 302 23.2 TV9 2000-2300 5,500 356 15.4 Source: Nielsen Media Research

Average CPT (all commercial channels): RM 12.0

132 MALAYSIA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals (4+) Adults (15+) RM (mill) Commercial TV1 6.7 7.2 66.9 TV2 8.5 9.0 150.0 TV3 28.9 28.9 968.9 NTV7 5.6 5.9 402.1 8TV 4.4 4.8 343.2 TV9 7.9 5.8 230.0 Other 37.9 38.4 - Source: Nielsen Media Research

Top ten television programmes (2008) Adult Programme Channel TVR Anugerah Juara Lagu Ke 22 (L) TV3 25.4 Anugerah Bintang Popular Bh (L) TV3 24.3 Anugerah Skrin (L) TV3 20.7 Cny Movie Special TV3 17.8 Lestary TV3 16.2 Pengumuman Hari Raya Aidilfitri TV3 16.0 Buletin Utama TV3 15.8 Aksi TV3 15.4 Dunia Baru TV3 15.0 Mr. Mama TV3 14.3 Source: Nielsen Media Research

Top ten television advertisers (2008) TV expenditure Advertiser RM (000s) Unilever 125,660 Procter & Gamble 118,614 Celcom 80,781 Digi Telecommunication 69,148 Glaxo Smithkline 55,446 Maxis Communication 51,016 Colgate-Palmolive 48,349 Nestlé 40,778 Grand Brilliance 35,132 Reckitt Benckiser 34,399 Source: Nielsen Adex Reports

133 MALAYSIA: TELEVISION

Top ten television product categories (2008) TV expenditure Category RM (000s) Toiletries 471,951 Communication 314,588 Non-alcoholic beverages 217,669 Food 217,082 Government, social & political orgs. 130,255 Pharmaceutical 127,993 Household products 113,481 Retail 103,544 Auto 96,737 Finance 72,008 Source: Nielsen Adex Reports

Top television owners (2008) TV revenue Owner RM (000s) 1,944,238 RTM 217,009 ASTRO 319,243 Source: Nielsen Adex Reports/annual reports

134 MALAYSIA: NEWSPAPERS NEWSPAPERS Newspapers d=daily w=weekly N=National R=Regional F=Free Adult Full page Adult CPT Full page f=fortnightly Circulation readership B/W B/W Colour Title (000s) (000s) RM RM RM Mingguan Malaysia (w, N) 458 1,247 25,920 20.8 39,920 Sin Chew Jit Poh (d, N) 384 1,101 33,390 30.3 45,000 Metro Ahad (w, N) 363 2,451 10,824 4.4 22,824 Harian (d, R) 335 524 5,632 10.7 6,832 (d, N) 324 2,431 10,824 4.5 22,824 Sunday Star (w, N) 314 935 17,970 19.2 36,800 (d, N) 305 981 18,914 19.3 39,800 Berita Minggu (w, N) 298 1,375 12,672 9.2 26,672 The Sun (d, N, F) 271 - 13,320 - 22,320 (d, N) 241 878 16,960 19.3 28,800 (d, N) 198 859 23,220 27.0 35,220 (d, N) 193 1,266 12,672 10.0 26,672 New Sunday Times (w, N) 157 218 11,880 54.5 25,380 (d, N) 137 269 11,880 44.2 25,380 New Life Post (f, N) 136 - 2,419 - 4,368 Guang Ming Daily (d, N) 131 378 17,490 46.3 23,850 Kosmo! Ahad (w, N) 121 435 5,280 12.1 10,280 Kosmo! (d, N) 116 553 3,960 7.2 7,460 (d, N) 114 162 12,614 77.9 21,000 Oriental Daily News (d, N) 103 - 7,168 - 11,008 Red Tomato (w, R, F) 100 - 7,200 - 9,800 Kwong Wah Yit Poh (d, N) 93 250 7,685 30.7 19,610 Mun Sang Poh (f, R) 92 - 3,248 - 5,264 Borneo Post ( & ) (d, R) 84 - 11,880 - 23,760 (Sabah/Sarawak) (d, R) 76 - 10,260 - 20,520 Sunday (w, N) 60 344 6,240 18.1 10,816 Malaysia Nanban (d, N) 60 266 4,160 15.6 9,152 (d, N) 55 - 3,328 - 8,320 Makkal Osai Sunday (w, N) 55 - 5,408 - 9,152 Eastern Times (Sarawak) (d, R) 46 - 4,806 - 7,506 United Daily News (Sarawak) (d, R) 45 - 7,560 - 10,860 Utusan Sarawak (d, R) 40 - 4,050 - 6,450 (Sabah) (d, R) 31 - 3,604 - 9,010 (w, N) 25 - 10,878 - 14,878 (Sabah) (d, R) 24 - 1,872 - 4,680 International Times (Sarawak) (d, R) 23 - 4,860 - 6,760 (Sabah) (d, R) 19 - 4,240 - 5,088 Overseas Chinese Daily News (Sabah) (d, R) 18 - 2,450 - 6,125 Malaysian Reserve (d, R) 15 - 6,993 - 10,493 Financial Daily (d, N) 10 - 8,000 - 12,000 Morning Post (Sabah) (d, R) 9 - 2,052 - 2,952 Merdeka Daily News (Sabah) (d, R) 7 - 2,052 - 2,952 Sunday (w, N) - 128 4,368 34.1 9,152 Tamil Nesan (d, N) - 110 3,328 30.3 7,904 Ni-Chi Ma Press (f, R, F) - - 4,416 - 5,916 Source: Nielsen/ratecards

Average CPT (B/W): RM 16.2

135 MALAYSIA: NEWSPAPERS

Top ten newspaper Top ten newspaper Advertisers (2008) Categories (2008) Newspaper expenditure Newspaper expenditure Advertiser RM (000s) Category RM (000s) Celcom 48,366 Mobile phone services 122,975 Maxis Communication 47,191 Local government 85,617 Digi Telecommunication 39,282 77,460 Giant TMC 35,111 Hypermarkets 71,654 Toyota 30,798 Property 68,441 Air Asia 26,635 Furniture 67,675 Panasonic 26,351 Cinema advertising 67,584 Nestlé 25,489 Credit cards 63,624 Radio Televisyen Malaysia 24,827 Airlines 62,071 Measat Broadcast Network 21,736 Department stores 57,332 Source: Nielsen Adex Reports Source: Nielsen Adex Reports

Top ten newspaper owners (2008) Newspaper revenue Owner RM (000s) Star Publications 939,081 NSTP Group 777,508 Sin Chew Media 416,073 Utusan Media Sales 263,306 Nanyang Press Mktg 253,976 See Hua Marketing 184,720 Sun Media Corp 123,780 Guang Ming Ribao 68,011 Kwong Wah Yit Poh 60,184 The Edge Publications 50,060 Source: Nielsen Adex Reports

136 MALAYSIA: MAGAZINES MAGAZINES

Magazines w=weekly f=fortnightly m=monthly bm=bimonthly Adult Full page Adult CPT Full page q=quarterly a=annually 2a=twice yearly Circulation readership Colour Colour B/W Title (000s) (000s) RM RM RM Automobile Toyota Touch (m) 180 - 8,000 - - Hypertune (m) 50 - 4,300 - - Kereta (m) 40 - 1,700 - - Malaysian Motor Trader (w) 35 - 4,416 - - Roda-Roda (m) 35 39 2,900 74 - Autocar Asean (m) 30 - 8,000 - - Top Gear (m) 30 - 5,500 - - Cars.my (m) 25 - 4,000 - - EVO (m) 25 - 6,000 - - F1 Racing Plus (m) 25 - 5,500 - - Torque (m) 25 - 4,000 - - Auto World (bm) 21 - 3,000 - - Car Plus (bm) 20 - 5,300 - - Bike Trader Trader (w) 15 - 2,760 - - Business Dewan Ekonomi (m) 35 - 2,500 - - Business World (m) 30 - 10,900* - - Malaysian Business (f) 25 - 6,290 - - The Edge (w) 25 - 14,878 - - Smart Investor (m) 21 - 6,500 - - Money Compass (m) 20 - 4,800 - - Eye Asia (m) 20 - 4,500 - - Forward (m) 20 - 3,000 - - Usahawan Sukses (bm) 20 - 2,800 - - Business Today (m) 16 - 5,800 - - Technology Business Review (m) 15 - 8,000 - - Yazhou Zhoukan (w) 15 - 3,500* - - Personal Money (m) 12 - 6,000 - - Shanghai (m) 9 - 2,700 - - Cards/clubs/lifestyles KL Lifestyle (m) 75 - 10,000 - - Astelier (bm) 25 - 7,500 - - Oxygen (m) 25 - 3,500 - - Expatriate Lifesyle (m) 19 - 6,300 - - Le Prestige (m) 18 - 7,500 - - Astelier Beaute (q) 15 - 5,500 - - Passions (m) 15 - 6,000 - - Malaysia Tatler (m) 13 - 11,742 - - Society (a) 13 - 11,742 - - The Peak (bm) 13 - 7,200 - - Cookery (m) Saji (m) 55 165 2,200 13 - Rasa (m) 50 - 4,000 - - Oriental Cuisine (m) 30 - 3,900 - - Ruang Dapur (m) 30 - 4,000 - -

137 MALAYSIA: MAGAZINES Magazines cont. w=weekly f=fortnightly m=monthly bm=bimonthly Adult Full page Adult CPT Full page q=quarterly a=annually 2a=twice yearly Circulation readership Colour Colour B/W Title (000s) (000s) RM RM RM Flavours (q) 20 - 4,700 - - Cookbook (a) 20 - 4,000 - - Education/children Dewan Pelajar (m) 130 - 2,500 - - Dewan Siswa (m) 110 94 2,500 27 - E@siswa 70 - 2,500 - - Kuntum (m) 69 - 3,100 - - Arena Komik (f) 55 - 2,600 - - Bintang Kecil (f) 55 - 3,000 - - E-baca (m) 40 - 2,500 - - Fokus (m) 40 - 2,000 - - Taman Ria Disney (m) 35 - 2,600 - - Bulanan Pelajar (m) 30 - 2,100 - - K-Zone (m) 30 - 5,500 - - Kawan (m) 27 - 1,000 - - Donald Duck (m) 25 - 2,000 - - Kidz (bm) 25 - 4,000 - - Education Quarterly (bm) 12 - 3,150 - - Entertainment Astroview (English) 248 - 6,000 - - Astroview (Malay) 187 - 6,000 - - Astroview (Malay) 116 - 6,000 - - Mangga (m) 102 344 3,250 9 - Klik (f) 90 - 3,500 - - Media Hiburan (w) 86 - 3,800 - - Astroview (Chinese) 85 - 7,500 - - Gila- Gila (bm) 75 60 4,180 70 - G3 (m) 70 - 3,500 - - Hype (f) 70 - 2,500 - - Ujang (f) 70 179 4,700 26 - Vision 4 Viewing Guide (m) 66 - 16,800 - - Apo (f) 50 - 3,700 - - Blues Selamanya (f) 50 - - - (m) 50 - 2,000 - - URTV (f) 46 195 4,025 21 - Yeah (w) 41 - 3,000 - - Ok! (m) 35 - 4,500 - - Young Generation (f) 35 - 2,600 - - Utopia (f) 33 - 2,500 - - Hai (w) 32 97 2,600 27 - Faces (f) 30 - 4,000 - - Gempak (f) 30 - 2,500 - - Juice (m) 30 - 5,500 - - KLUE (m) 30 75 3,800 51 - Life TV (w) 27 - 2,900 - - e-Move (f) 26 - 4,600 - - Hot (f) 21 - 3,800 - - Cinema Online (m) 20 - 4,500 - -

138 MALAYSIA: MAGAZINES Magazines cont. w=weekly f=fortnightly m=monthly bm=bimonthly Adult Full page Adult CPT Full page q=quarterly a=annually 2a=twice yearly Circulation readership Colour Colour B/W Title (000s) (000s) RM RM RM Comic King (m) 20 - 2,000 - - Star Talk (m) 20 - 2,500 - - Lime (m) 18 - 3,000 - - Galaxie (f) 17 80 3,900 49 - Indian Movie News (m) 15 50 800 16 - Video Movie News (m). 15 - 2,000 - - TV Times (w) 12 - 2,500 - - Movieland (m) 10 - 1,000 - - General interest Mastika (m) 235 883 2,500 3 - Reader's Digest Eng (m) 134 - 5,700* - - M'sia SME Business Directory (a) 130 - 8,000 - - Adsvantage (m) 120 - 12,400 - - Bacaria (w) 90 - 2,000 - - e-Ring (m) 50 - 3,800 - - Dewan Agama & Falsafah (m) 40 - 2,000 - - SMI Business Directory (a) 40 - 8,400 - - Epop (w) 35 - 2,500 - - Agroworld (m) 33 - 3,500 - - Rod & Line (m) 31 - 2,600 - - Al- (m) 30 - 850 - - Corporate Agricultur Directory (a) 30 - 3,788 - - Dewan Kosmik (m) 30 - 2,500 - - Dewan Masyarakat (m) 30 56 2,500 45 - M'sia Information Industry Directory (a) 30 - 3,780 - - Pets Magazine (bm) 30 - 3,000 - - Mobile Navi (f) 28 - 2,800 - - Building Review Journal 25 - 7,000 - - Digital Camera Mag (m) 25 - 5,060 - - Malaysia's Best Restaurant (a) 20 - 6,000 - - Mobile World (m) 20 - 3,800 - - IEM Journal (m) 16 - 1,800 - - IEM Directory (a) 15 - 3,300 - - FMM Directory (a) 13 - 4,100 - - Home Buyer's Guide (a) 13 - 6,000 - - Ai Photography & Digital Imgaing (bm) 12 - 4,000 - - M'sia Oil & Gas Diretory (a) 10 - 5,200 - - Vegetable Farmer (m) 10 - 3,500 - - Asian Defence Journal (a) 9 - 3,535** - - Asian Water (a) 8 - 2,395** - - Asian Timber (a) 7 - 1,800** - - M'sian Naturalist (q) 7 - 2,000 - - Reader's Digest Chi (m) 7 - 7,715* - - Berita Subang (q) 6 - 1,800 - - Berita RSC (m) 6 - 1,500 - - Berita FMM (bm) 5 - 1,900 - - M'sia Agricultural Directory & Index (ba) 5 - 3,800 - - The Planter (m) 4 - 1,000 - -

139 MALAYSIA: MAGAZINES Magazines cont. w=weekly f=fortnightly m=monthly bm=bimonthly Adult Full page Adult CPT Full page q=quarterly a=annually 2a=twice yearly Circulation readership Colour Colour B/W Title (000s) (000s) RM RM RM Pemikir (q) 3 - 1,000 - - Health Oh! (bm) 40 - 3,800 - - Rapi (f) 35 - 4,800 - - Healthy Magazine (m) 30 - 4,200 - - Long Life (m) 30 - 3,200 - - Health Today (m) 23 - 7,558 - - Berita MMA (m) 11 - 2,600 - - Medical Progress (m) 5 - 1,672* - - JPOG (bm) 2 - 1,403* - - Home Anjung Seri (m) 67 183 4,000 22 - Impiana (m) 45 - 5,000 - - Dapur Impiana (q) 40 - 5,000 - - Home Concept (bm) 40 - 6,500 - - Laman Impiana (bm) 40 - 5,000 - - Apartmen Impiana (f) 35 - 5,000 - - Haven (m) 30 - 6,000 - - Sweet Home (bm) 30 - 3,900 - - Homes (a) 20 - 4,000 - - Homedec (ba) 20 - 3,500 - - Seni Hias (bm) 20 - 3,500 - - Home Buyer's Guide (a) 13 - 6,000 - - IT/computer Majalah PC (m) 40 - 2,500 - - Pc Gamer (m) 30 - 5,060 - - T3 (m) 30 - 5,500 - - HWM (m) 28 - 6,500 - - Stuff (m) 25 90 6,000 67 - 3C Digital (m) 24 - 5,300 - - Chip (m) 22 - 5,000 - - Games (m) 17 - 5,300 - - PC Com (m) 12 - 5,500 - - Men Maskulin (m) 45 - 5,000 - - For Him Magazine (FHM) (m) 30 - 6,500 - - Men's Health (m) 30 - 5,500 - - New Icon (bm) 30 - 4,500 - - New Man (m) 30 - 6,500 - - August Man (m) 20 - 6,800 - - Parenting Parenthink (m) 137 - 5,500 - - Seri Dewi & Keluarga (m) 70 - 5,000 - - Mami & Baby (m) 49 - 5,000 - - Mom & Baby (m) 48 - 5,200 - - Pa & Ma (m) 48 - 4,800 - - Ibu (m) 40 - 4,000 - - Parenthood (m) 39 - 5,000 - -

140 MALAYSIA: MAGAZINES Magazines cont. w=weekly f=fortnightly m=monthly bm=bimonthly Adult Full page Adult CPT Full page q=quarterly a=annually 2a=twice yearly Circulation readership Colour Colour B/W Title (000s) (000s) RM RM RM Baby Care Book (a) 38 - 8,628 - - Mother & Baby (m) 35 - 4,000 - - Mommy Baby (m) 30 - 3,550 - - Professional Accountants Today (m) 25 - 4,400 - - Perajurit (m) 21 - 1,335** - - Jurutera (m) 15 - 3,850 - - Professional Printer (bm) 13 - 3,500 - - Photo Creator (bm) 12 - 4,000 - - The Medical Journal of M'sia (5x yearly) 11 - 1,000 - - Architecture Malaysia (bm) 10 26 3,850 148 - M'sian Medical Tribune (f) 10 - 1,698* - - The Chartered Secretary M'sia (bm) 9 - 2,000 - - Brand Equity (q) 8 - 4,000 - - Adoi (m) 7 - 4,100 - - MIMs Malaysia (q) 7 - S$ 5,900 - - MIMs Annual M'sia (a) 6 - S$ 4,700 - - Media Planning Guide (a) 5 - 4,500 - - Outdoor Advertising guide (a) 5 - 3,800 - - Press & PR Guide (a) 5 - 4,000 - - ABC News (q) 2 - 1,000 - - Sports Jsports (w) 60 - 4,000 - - Arena Bola Sepak (f) 46 - 2,500 - - Asian Bowling Digest (bm) 43 - 6,000 - 4,500 EPL (m) 35 - 5,500 - - Pancing (m) 27 - 2,600 - - Allsports (m) 25 - 4,500 - - F1 Racing (m) 25 - 5,500 - - Four Four Two (m) 25 90 6,000 67 - Football World (m) 23 - 5,300 - - Fairways (m) 20 - 6,500 - - Football Weekly (w) 20 - 4,500 - - Golf Digest (m) 20 - 6,300 - - Golf Malaysia (m) 20 - 3,500 - - Golf Buaya (m) 17 - 3,500 - - Par Golf (m) 17 - 6,000 - - Golf Vacations (q) 10 - 6,500 - - Travel/inflight/tourism Going Places (m) 100 - 31,000 - - Traveller's Digest of Malaysia (bm) 45 - 5,400 - - Libur (bm) 40 - 6,000 - - Travel 3Sixty (m) 40 - 12,000 - - Vision KL (m) 40 - 9,800 - - Let's Travel (m) 37 - 3,000 - - KL Welcome Guide (a) 35 - 4,800 - - Leisure Travel (bm) 35 - 4,000 - - Travelmate (bm) 20 - 4,500 - -

141 MALAYSIA: MAGAZINES Magazines cont. w=weekly f=fortnightly m=monthly bm=bimonthly Adult Full page Adult CPT Full page q=quarterly a=annually 2a=twice yearly Circulation readership Colour Colour B/W Title (000s) (000s) RM RM RM Heritage Asia (q) 15 - 5,000 - - Holiday Getaways 2008 (a) 6 - 6,500 - - Arrivals (a) 2 - 7,350 - - Women/fashion I-Remaja (m) 25 - 3,500 - - Aniqah 25 - 3,000 - - Apple (f) 33 - 3,800 - - Bella Bride (ba) 32 - 4,000 - - Cine- Fashion (m) 23 72 3,500 49 - Citta Bella (m) 32 - 4,000 - - Cleo (m) 57 111 5,060 46 - Cosmopolitan (m) 40 - 4,200 - - Dara.com (m) 46 - 4,800 - - Eh! (m) 48 - 4,500 - - Female (m) 50 68 5,000 74 - Female Brides 30 - 5,000 - - Feminine (20 days) 60 76 5,900 78 - Funi (m) 30 - 3,800 - - Glam (m) 25 - 5,000 - - Harmoni (m) 35 - 3,000 - - Harpers Bazaar (m) 25 - 4,900 - - Her World (m) 40 40 4,620 116 - Her World Brides (a) 25 - 4,000 - - I Feel (m) 14 - 4,000 - - In-Trend 21 42 4,400 105 - Jasmine (m) 35 - 4,000 - - Jelita (m) 38 172 5,900 34 - Madam Chair (bm) 20 - 4,000 - - Marie Claire (m) 40 - 4,800 - - Malaysian Women's Weekly (m) 30 - 4,360 - - Midi (m) 60 - 5,000 - - Mingguan Wanita (w) 139 - 5,000 - - My Wedding (2a) 50 - 5,200 - - New Tide (m) 40 - 4,500 - - Nona (m) 80 113 5,000 44 - Nuyou (m) 43 - 5,000 - - Nuyou Brides (2a) 30 - 5,000 - - Nur (m) 46 - 4,800 - - Perempuan (m) 60 49 3,800 78 - Pesona Pengantin (m) 55 - 4,800 - - Premier Wedding (a) 25 - 12,000 - - Remaja (m) 77 402 5,000 12 - Sister's Pictorial (f) 75 - 4,500 - - Seventeen Malaysia (m) 35 - 5,000 - - Style (m) 30 - 5,200 - - Style Wedding (2a) 30 - 7,500 - - V-Mag Chinese (m) 30 50 4,400 88 - Wanita (m) 33 547 6,300 12 - Source: ZenithOptimedia *US$/**€ Average CPT (colour): RM 26.7

142 MALAYSIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser RM (mill) Category RM (mill) L'Oréal 7.1 Women's skincare 21.2 The Rolex Centre 3.4 Watches 15.9 Procter & Gamble 2.9 Cosmetics 7.1 LVMH Perfume & Cosmetics 2.3 Apparel retail 7.0 LuxAsia 1.7 Beauty salons 6.7 Sony 1.6 Accessories/luggage 6.1 Redual Cosmetics 1.4 Fragrances 4.8 Louis Vuitton 1.3 Haircare/hairdressing 3.1 Swatch Group 1.3 Airline 3.1 Lambang Padu 1.3 Accessories/jewellery 2.6 Source: Nielsen Adex Reports Source: Nielsen Adex Reports

Top ten magazine owners (2008) Magazine revenue Owner RM (mill) Blue Inc 31.6 ACP 21.3 Life Publisheres 15.3 Vines Service 12.5 Time Malaysia 12.2 Edi Press 11.3 Kumpulan Krangkraf 9.6 Berita Pub 8.5 Crane Culture 6.9 Utusan Media Sales 4.6 Source: Nielsen Adex Reports

143 MALAYSIA: RADIO

RADIO Number of commercial radio stations: 53 Source: Media Guide 2009 Average daily listening minutes per adult: 20.6 Source: Nielsen Radio Survey #1/2009 Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time RM (000s) RM National music 1300-1400 270 53 5.09 988 music 0900-1000 460 562 0.82 FM music 1000-1100 210 242 0.87 thr.FM music 1000-1100 173 1,482 0.12 hitz.FM music 2200-2300 471 398 1.18 Mix FM music 1700-1800 543 133 4.08 Era FM music 1000-1100 691 1,494 0.46 My FM music 1000-1100 486 902 0.54 Sinar FM music 0900-1000 267 1,770 0.15 Xfresh FM music 2200-2300 176 136 1.29 FM music 0900-1000 452 161 2.81 Fly FM music 1000-1100 250 252 0.99 One FM music 1800-1900 320 122 2.62 Hot FM music 0900-1000 680 1,556 0.44 Muzik FM music 2200-2300 270 310 0.87 Traxx FM music 2100-2200 135 30 4.50 Ai FM music 0900-1000 180 252 0.71 Minnal FM music 1800-1900 105 277 0.38 National FM music 0900-1000 240 441 0.54 IKIM FM music 0700-0800 206 245 0.84 Main regional FM music 0700-0800 45 61 0.74 FM music 1400-1500 60 278 0.22 Mutiara FM music 1400-1500 45 69 0.65 FM music 1000-1100 30 161 0.19 KL FM music 1100-1200 150 43 3.49 FM music 0800-1000 75 51 1.47 Negeri FM music 2000-2300 30 29 1.03 Melaka FM music 1200-1300 45 68 0.66 FM music 0900-1000 30 100 0.30 FM music 1300-1400 45 90 0.50 FM music 0700-0800 60 170 0.35 FM music 1700-1800 60 386 0.16 FM music 0800-0900 45 37 1.22 Asyik FM music 2100-2200 45 61 0.74 Source: Nielsen Radio Survey #1 2009 (All people 10+, u = 16.4mil)

Average CPT (all commercial stations): RM 1.7

144 MALAYSIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser RM (mill) Category RM (mill) Digi Telecommunication 14.6 Mobile phone services 40.7 Maxis Communication 12.3 Local government 14.7 Celcom 10.5 Fast food 11.6 KFC Holdings 7.9 Corporate finance 6.9 Kementerian Pengangkutan 5.6 Food 6.4 Nestle 5.1 Department stores 6.2 TM 5.0 Auto 5.5 Measat Broadcast Network 4.1 4.7 Eu Yan Sang 3.3 Investment companies 4.7 Southern Lion 3.0 Pharmacies/medical supplies 4.4 Source: Nielsen Adex Reports Source: Nielsen Adex Reports

Top radio owners (2008) Radio revenue Owner RM (mill) Astro All Asia Network Plc - AMP 187.9 Media Prima Berhad - Fly & Hot 54.0 Star Media Group - Star Rfm 28.0 RTM Radio 21.5 Source: Nielsen Adex Reports

145 MALAYSIA: OUTDOOR

OUTDOOR

Number of outdoor sites: over 6,500

Type, size and cost of sites Number of Cost per panel Type size sites (est.) per month or as stated (RM) Outdoor boards 48-sheets 10' x 20' 20+ 1,833-2,167 96-sheets 10' x 40' 4,000+ 2,167-3,500 Citilight 20' - 25' x 15' - 18' 100+ 2,083-10,000 Unipole 14' - 60' x 40' - 80' 400 20,833-43,333 (min 1 year) Wall Mounted various 100+ 6,833-21,250 Directional Signage 2' x 14' - 10' x 14' 480+ 1,250-2,000 Trivision 10’ - 35’ x 30’- 40’ 10+ 8,333-66,667 Overhead bridge 5' - 30' x 50' - 220' 550+ 10,000-22,000 (min 1 year) Gantry /Arch 7' - 30' x 30' - 150' 350+ 5,000-125,000 Rooftop 14' - 20' x 48' - 80' 100+ 15,000-30,000 (min 1 year) Freestanding/Spect. 6' - 20' x 4' - 80' 500+ 1,800-15,000 (min 3 months) Electronic Screens various 20+ 48,000-32,000 (15 sec) Blimps 8' - 30' diameter First 4 hours: 2,000-15,800 then: 220-2,400 per hour Rehearsals: 4,800 Transport Bus Wraps various external 450-30,000 (min 3 months) various internal - In bus panel and seatbacks 80-200 - LED screens 18,000 per 30 sec (min 50 units) Taxi Wraps various sizes - external 150-800 (min 50 units) Taxi Tops various sizes 25 to 200 (min 50 units) Bus/Taxi Shelter various sizes 4,100 to 14,000 per unit per 3 month block Ferry External Wrap various sizes 360,000 per year (min 1 year) Sign 625 - 2,400 sq ft 4,800 and above per flight Tow Boys 4' x 6' (min 1 fleet of 3 units for 1 week) SMART Car Wrap various sizes (min 1 fleet of 3 units for 3 months) School/Universities Mega Posters 6' - 8' x 4' 150 per week (min 20 units for 13 weeks) Lift ads various sizes 250 per week (min 10 units for 13 weeks) Washroom ads various sizes 35 to 200 per week (min 40-100 units for 13 weeks) Mouse pad ad various sizes 1.50 to 2.50 per week (min 2000 units for 13 weeks) Locker ads various sizes 200 to 400 per week (min 20 units for 13 weeks) Wall ads 8' - 10' x 12' - 20' 500 to 750 per week Pillar Wrap various sizes 250 to 350 per week (min 20 units for 13 weeks)

146 MALAYSIA: OUTDOOR

Type, size and cost of sites cont. Number of Cost per panel Type size sites (est.) per month or as stated (RM) Shopping Complexes/supermarkets Sound ads various duration 7,500 per week - 1 spot (30 sec) Gondola ads 28" x 19" 70 per panel per week Aisle Guide 24" x 15.4" 65 per panel per week Trolley ads 238x185/530x270-360mm 10 - 42 per trolley per week Shelf Vision 210mm x 700 mm 79 per panel per week SV banner premium - 158 per panel per week Floor Vision 24" x 36" 80 per week Take One various sizes 26 per week Prime Channel 6.4" colour LCD flat screen 190 per unit per week Indoor Pillar Wrap various sizes 4,800 per pillar Indoor Light Boxes various sizes 800 to 12,000 Wall Banners 31' x 35' 8,000 to 10,000 Airports - KLIA Terminal building various sizes 220,000 to 320,000 per year Lift Shaft 4”’( h) x 148.76”(w) x 2 panels 15,000 to 30,000 (min 1 year) Lightboxes 60" x 40" 3,400 to 15,000 (min 1 year) Airport TV 29" TV 19,110 per month (30 sec) Airport Trolleys 420mm x 500mm 220 Aerotrains various sizes 1,200,000 per year Aero Bridges various sizes 12,800,000 per year Carousel Belt - 350,000 per year Pillar Wrap various sizes 18,000 to 450,000 per year (min 1 year) Wall Signs 60" x 252" 1,800 to 15,000 (min 3 months – 1 year) Escalator Wrap various sizes 800,000 per year Mini Signage - 240,000 per year Plane Wrap various sizes - internal - various sizes - external 1,500,00 to 2,500,000 per year Railway stations/trains Station Branding various sizes 500,000 to 800,000 per station per year (min 1 year) Portal various sizes 100,000 to 150,000 per panel per year Viaducts 1.8m x 21m - 30m 200,000 to 250,000 per year (min 3 months) Train wrap 2 - 6 carriage 25,000 to 120,000 (min 3 months) Pillar Wraps 81' - 91' x 112' - 178' 18,000 to 450,000 per year Lightboxes 4' - 12' x 3' - 18' 1,000 to 9,000 (min 3 months) Wall Sign 9.3' - 98.5' x 9.9' - 114.5' 1,800 to 15,000 (min 3 months – 1 year) Escalator Graphis various sizes - Bulkhead various sizes 25,000 to 100,000 Stair Graphics various sizes 5,000 to 8,000 Hand Grips 120mm x 130mm 80 to 100 (min 32 units 1 train)

147 MALAYSIA: OUTDOOR

Type, size and cost of sites cont. Number of Cost per panel Type size sites (est.) per month or as stated (RM) Column Wrap top: 12' x 18' 5,000 per panel bottom 8' (2 sides) Channel M 42" high definition plasma TV filmlets & digital slides 7,236 - 1 spot per house (30 sec) digital banners 5,788 - 1 spot per hour (30 sec) adtrack 5' x 10' 15,000 Rail Channel various duration 30 sec - 3,100 ERL LED various duration 30 sec - 33,000 Bulkhead various sizes 25,000 to 100,000 Lightbox 5' x 10' 900 Shops Retail ad panel 6' x 12' 35 to 45 per week (min 40 outlets for 3 months) In- Sign 19" x 14' 25 per week (min 50 units for 3 months) 7- Eleven advertising various sizes/options 250-500 per unit pop screen 10,000 per slot per week Hotels Vision Four Channel - 9,800 to 10,500 per 30 sec Other media Health Plus 30" x 20" 600 to 800 (min 20 panels for 6 months) Phone Booths 4' x 5' - 8' 600 to 800 Table Top ads various sizes 138 to 180 per table (min 150 units for 13 weeks) Indoor Plasma TV 42" 4,200 to 26,000 Car Park Lightboxes various sizes 3,000 to 5000 Car park gates various sizes 500 to 800 Street Pillar 9'6" x 8'6" 15,000 to 20,000 Escalator ads various sizes 500 per week Lift ads various sizes 300 per week Toilet advertising various sizes 35 to 150 per week Recycling box various sizes 100 to 1,500 for 4 weeks Police Booth Lightbox 3.5' x 6' 22,500 per year Lightboxes 1.2m x 1.8m 2,000 (min 24 units) Pharma Vision 210mm x 210mm x 16mm 36 per week (min 20 units for 13 weeks) Pharma Sound - 6,150 per 30 sec spot per week Cinemas Branding - 12,000 to 400,000 per annum (depending on medium)

148 MALAYSIA: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser RM (mill) Category RM (mill) Digi Telecommunication 17 Mobile phone services 48 Celcom 16 Cars/motorcycles 30 Maxis Communication 13 Banking/finance 28 TM Corp 11 Electrical appliances 26 CIMB 8 Insurance 17 Sharp 6 Tyres/batteries/lubricant 13 Nestlé 5 Telecommunications: internet/fixed line 12 Hitachi 5 TV/radio 11 Bank Rakyat 4 Telco products & mobile phone shops 9 Honda 4 Painting/equipment 9 Source: ZenithOptimedia estimates Source: ZenithOptimedia estimates

Top ten outdoor contractors (2008) Outdoor revenue Contractor RM (mill) Big Tree 90 Kurnia 21 Ganad 21 Spectrum 15 Lee Color 14 Alloy 12 Seni Jaya 11 Meru Utama 11 Gelumbang Jaya 9 Seri Media 5 Source: ZenithOptimedia estimates

149 MALAYSIA: CINEMA

CINEMA

Number of cinema screens: 296 Source: Media owners

Average cost of a 60 sec. spot per screen per week: RM355 Source: Media owners

Number of screens used in typical national campaign: 100 Source: ZenithOptimedia estimate

Trend in admissions Admissions Gross takings (mill) RM (mill) 2003 20.0 140.0 2004 22.9 181.0 2005 25.7 257.0 2006 27.0 270.2 2007 28.0 279.5 2008 37.1 374.3 Source: ZenithOptimedia estimate

Cinema audience profile (past month) Age % 15-24 52.3 25-34 34.0 35-49 11.4 50+ 2.5 Sex % Male 59.2 Female 40.8 Income (RM) % > 1,000 6.6 1,001-2,000 14.8 2,001-3,000 24.7 3,001-4,000 10.3 4,001-5,000 13.9 5,001-6,000 9.9 6,001-7,000 5.3 7,001-8,000 4.4 8,000+ 10.2 Source: Nielsen Media Research (Q2/09 report)

150 MALAYSIA: CINEMA

Top ten films (2008) Gross takings Film RM CJ7 12,932,616 Iron Man 12,141,777 The Mummy: Tomb of the Dragon Emperor 11,996,117 Quantum of Solace 11,531,272 Indiana Jones and the Kingdom of the Crystal Skull 9,840,219 Kung Fu Panda 9,726,735 The Chronicles of Narnia: Prince Caspian 9,625,182 The Forbidden Kingdom 9,463,643 The Dark Knight 9,319,741 Madagascar: Escape 2 Africa 9,063,327 Source: www.boxofficemojo.com

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser RM (mill) Category RM (mill) Guinness Anchor 3.4 Mobile phone services 5.5 Celcom 2.7 Beer 4.9 Digi Telecommunication 1.8 Phone & accessories 4.1 Carlsberg 1.8 Government institutions 1.1 Nokia 1.3 Fast food 1.1 Maxis Communication 1.1 Photography 0.8 KFC Holdings 0.9 Insurance 0.8 Kem Pengangkutan 0.8 Television 0.6 ING Insurance 0.8 Confectionery 0.4 T. Choice 0.7 Cars 2000CC+ 0.4 Source: Nielsen Adex Reports Source: Nielsen Adex Reports Top cinema Top cinema owners (2008) sales houses (2008) Owner Sales house GSC Cine Ad Sdn Bhd TGV JCDecaux Media Sdn Bhd Cathay Source: ZenithOptimedia estimates Star Cineplex Independents Source: ZenithOptimedia estimates

151 MALAYSIA: INTERNET

INTERNET

Homes with internet connection: 1,900,000 (42.9%)

Adult internet users: 5,800,000 (30.8%)

Adult internet users with home broadband: 2,600,000 (13.8%)

Typical monthly cost of internet access: US$17-25

Average minutes spent online Per day Adults Total 120 Source: Nielsen Media index

Cost of display ads Top ten search keywords Typical cost per thousand Keyword Type (US$) Malaysia banner 2-22 Yahoo Rich media banners 2.6-30 Friendster streaming video 2-10 youtube Source: ZenithOptimedia estimates games video tube mp3 google game Source: Google Insights Internet user profile/reach Age % 16-24 33.6 25-34 23.6 35-54 + 36.0 55-64 - 65+ - Sex % Male 5.2 Female 48.1 Income (US$/month) % Below 280 8.0 280-845 46.1 845-1,408 27.5 1,408+ 18.4 Source: CMC.GOV.MY

152 MALAYSIA: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Unique users Site per month Search engine per month Google sites 6,140,000 Google 4,508,000 Yahoo sites 6,007,000 Yahoo 3,699,000 Microsoft sites 5,005,000 Live 3,077,000 Friendster.com 3,756,000 Baidu 721,000 Facebook.com 2,070,000 Ask 622,000 Wikimedia sites 1,544,000 Source: comscore AOL LLC 1,515,000 FOX Interactive 1,504,000 CBS Interactive 1,372,000 WordPress 1,056,000 Source: comscore

Top internet sales houses (2008) Sales house Media 2.0 Yellow Brick Road Ihubmedia Pixelmedia innty admax aktiv digital Source: ZenithOptimedia estimates

153 MALAYSIA: MEDIA REACH/OVERALL

MEDIA REACH

% reach by medium (adults) Daily Weekly Monthly Television 60.2 63.0 64.8 Newspapers 55.4 77.9 - Magazines - - 23.4 Radio 68.3 77.6 - Outdoor - - - Cinema - 2.0 7.8 Internet 9.1 20.9 22.4 Source: NMR Media Index OVERALL

Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser RM (mill) Category RM (mill) Celcom 143.1 Mobile phone services 378.5 Unilever 138.6 Government institutions 209.6 Digi Telecommunication 128.5 Women's skincare 158.6 Procter & Gamble 124.8 Shampoo/conditioner 122.6 Maxis Communication 112.4 Vitamins/tonics 99.9 Nestle 79.3 Mobile interactive services 97.6 GlaxoSmithKline 62.8 Cinema advertising 93.2 KFC Holdings 55.2 Universities 89.9 Colgate Palmolive 53.9 Banking/finance 86.3 Petronas 51.0 Fast food 84.0 Source: Nielsen Adex Reports Source: Nielsen Adex Reports

Top ten media owners (2008) Media revenue Owner RM (mill) Media Prima 2,778 The Star 968 Pemandangan Sinar 484 Utusan 268 RTM 238 Nanyang 234 AMP 188 See Hua 185 Sun Media Corp 124 POS 74 Source: Nielsen Adex Reports

154 NEW ZEALAND: ECONOMIC DATA

NEW ZEALAND ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 1.40 NZ$ at 2008 rate

Gross Domestic Product (NZ$ billion) at current prices 124.6 131.0 139.9 149.9 157.3 165.8 178.1 185.4 % change 7.5 5.1 6.8 7.2 4.9 5.4 7.4 4.1 at 2008 prices 151.0 154.5 162.3 170.0 173.1 176.4 185.1 185.4 % change 4.8 2.3 5.0 4.7 1.8 1.9 4.9 0.2

Gross Domestic Product per capita (NZ$) at current prices 31,957 33,082 34,897 36,933 38,281 39,943 42,495 43,835 at 2008 prices 38,716 39,014 40,464 41,862 42,109 42,508 44,165 43,835

Gross Domestic Product (US$ million) at current prices 89,112 93,669 100,056 107,213 112,494 118,521 127,310 132,578 at 2008 prices 107,959 110,465 116,016 121,520 123,743 126,132 132,313 132,578

Gross Domestic Product per capita (US$) at current prices 22,849 23,654 24,952 26,407 27,371 28,559 30,384 31,342 at 2008 prices 27,682 27,895 28,932 29,931 30,108 30,393 31,578 31,342

Population Millions 3.9 4.0 4.0 4.1 4.1 4.2 4.2 4.2

Consumer Price Index 2008=100 82.5 84.8 86.2 88.2 90.9 94.0 96.2 100.0 % change 2.6 2.7 1.7 2.3 3.0 3.4 2.4 3.9

Ad.spend as a % of GDP 1.19 1.19 1.26 1.32 1.36 1.28 1.25 1.19

Advertising Expenditure Growth (%) at current prices 0.2 5.2 12.8 12.2 7.9 -0.7 5.1 -1.2 at 2008 prices -2.3 2.4 10.9 9.7 4.7 -3.9 2.7 -4.9 Source: IFS, ZenithOptimedia

155 NEW ZEALAND: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE Advertising expenditure in NZ$ (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,360 543 150 473 170 10 14 - 1999 1,420 566 159 487 178 12 18 - 2000 1,485 596 157 501 190 13 28 - 2001 1,488 606 166 479 196 9 32 - 2002 1,565 628 173 516 203 8 37 - 2003 1,766 689 194 592 224 12 47 8 2004 1,982 790 223 643 247 13 51 15 2005 2,139 830 260 666 256 11 72 44 2006 2,125 810 251 641 269 10 79 65 2007 2,234 826 257 654 274 10 78 135 2008 2,207 760 249 647 268 9 74 200

Advertising expenditure in NZ$ (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,733 692 191 603 217 13 18 - 1999 1,812 722 203 622 227 15 23 - 2000 1,846 741 195 623 236 16 35 - 2001 1,803 734 201 580 237 11 39 - 2002 1,846 741 204 609 239 9 44 - 2003 2,048 799 225 686 260 14 54 9 2004 2,246 895 253 729 280 15 58 17 2005 2,353 913 286 733 282 12 79 48 2006 2,261 862 267 682 286 11 84 69 2007 2,322 858 267 680 285 10 81 140 2008 2,207 760 249 647 268 9 74 200 Source: AAA, OPG, Advertising Standards Authority, ZenithOptimedia estimates Notes: 1. After discounts 2. Includes classified 3. Excludes production costs 4. Includes agency commission 5. Internet includes all standard advertising formats (e.g. banners, pop-ups, skyscrapers). Based on information supplied by the top site publishers, which we estimate attracts about two thirds of total expenditure.

Main advertising restrictions Tobacco: Banned. Alcohol: Restricted on TV to between 2030 and 0600, and then for no more than 4 mins/hour. Pharmaceutical: Legislation deals with individual products. Children's: Ads should comply with the laws of New Zealand and appropriate media and industry codes. Political: Restricted by the Electoral Act. Authorisation required.

156 NEW ZEALAND: POPULATION

POPULATION

2 Land area (km ) 268,021 Capital city Wellington Languages English Currency New Zealand $ Source: CIA World Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-15 489 464 953 16-24 288 277 565 25-34 267 282 549 35-44 296 324 620 45-54 296 311 607 55-64 230 238 468 65+ 251 302 553 Total 2,117 2,198 4,315 Source: Statistics New Zealand

Adult status Male Female Total (000s) (000s) (000s) AB 359 217 576 C1 211 449 660 C2 338 90 428 D 259 418 677 E 624 715 1,339 Total 1,791 1,889 3,680 Source: Nielsen Media Study Q3 2008 - Q2 2009

Definition of adult status AB = higher/intermediate managerial, professional/senior govt. offical, business manager/executive, business proprietor/self employed C1 = , nurse, other trained worker, clerical, sales employee, farm owner, manager C2 = technical/skilled worker D = semi-skilled worker, , home duties E = student, retired, social welfare beneficiary, unemployed, not known

157 NEW ZEALAND: TELEVISION

TELEVISION

Number of households: 1,615,300

Number of television households: 1,599,147 (99.0%)

Television homes with: Colour 99% VCR 70% DVD 90% PVR/DVR 6% Source: IMS

No TV licence fee

Average minutes viewed per day per adult: 189

Average pay-TV subscription cost Average monthly subscription (NZ$) Sky TV Basic Sub 47 Source: Sky TV

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial TV1 100 24 1,944 TV2 98 24 1,944 TV3 98 24 1,759 C4 85 24 1,589 Prime 90 UFH/100 digital 24 990 Source: Individual channels + Adquest Millennium

158 NEW ZEALAND: TELEVISION

Rates Peak rate Peak 30 sec Channel time (NZ$) TV1 1800-2230 8,147 TV2 1800-2230 8,459 TV3 1800-2230 6,453 C4 1800-2230 719 Prime 1800-2230 1,406 Source: TVMap/AGB Nielsen

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults NZ$ (000s) Commercial TV1 27 22 497,591 TV2 19 22 469,745 TV3 17 19 391,164 C4 2 3 22,198 Prime 6 5 70,756 Source: TVMap/AGB Nielsen & Adquest Millennium Top ten television programmes (2008) Adult Programme Channel TVR TV1 19.8 Fair Go Ad Awards 08 TV1 18.8 Stars in their Eyes TV1 18.5 Border Security TV1 18.0 Fair Go TV1 16.4 Animal House (NZ) TV1 16.4 Animal Resuce TV1 16.1 Medical Emergency TV1 16.1 Rapid Response TV1 15.5 One News TV1 15.0 Source: TVMap/AGB NIelsen

159 NEW ZEALAND: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser NZ$ (000s) Category NZ$ (000s) Reckitt Benckiser 35,586 Leisure/entertainment 176,267 Telecom Corp 25,575 Food 166,176 Brandworld 24,261 Retail 164,126 NZ Lotteries Comm. 22,849 Government 117,791 Harvey Norman 19,812 Toiletries/cosmetics 113,519 Johnson & Johnson 19,608 Investment/finance 83,811 McDonalds Systems 18,662 Pharmaceuticals 78,000 Mitre 10 16,839 Auto 76,287 Procter & Gamble 16,562 Home improvements 61,832 Vodafone 16,042 Beverages 46,451 Source: AdQuest Millennium Source: AdQuest Millennium

Top television owners/sales houses (2008) TV revenue Owner/sales house NZ$ (000s) TVNZ 967,336 Sky Television 658,751 Mediaworks 413,363 Source: AdQuest Millennium

160 NEW ZEALAND: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily Xw=X times weekly w=weekly Adult (15+) Full page Adult CPT Full page N=National R=Regional Circulation readership B/W B/W Colour Title (000s) (000s) NZ$ NZ$ NZ$ National New Zealand Herald (d, N) 181 583 46,192 79.2 46,192 Sunday Star Times (w, N) 171 585 25,726 44.0 38,588 Herald on Sunday (w, N) 92 372 9,489 25.5 9,489 Dominion Post (d, N) 92 247 17,010 68.9 25,515 Press (d, N) 85 222 14,889 67.1 21,271 Regional Otago Daily Times (d, R) 41 105 7,252 69.1 10,153 Waikato Times (d, R) 41 105 10,973 104.5 15,362 The Southland Times (d, R) 29 70 6,826 97.5 10,238 Hawke's Bay Today (d, R) 26 56 8,630 154.1 12,081 Taranaki Daily News (d, R) 26 51 6,858 134.5 9,601 Bay of Plenty Times (d, R) 22 47 9,529 202.7 13,340 Manawatu Standard (d, R) 19 44 6,670 151.6 7,267 The Nelson Mail (d, R) 17 43 4,563 106.1 5,113 The Horowhenua Chronicle (2w, R) 16 14 2,299 164.2 2,596 The Northern Advocate (d, R) 14 34 7,381 217.1 10,703 The Timaru Herald (d, R) 14 31 5,121 165.2 5,751 Wanganui Chronicle (d, R) 12 28 7,799 278.5 8,274 The Daily Post (d, R) 11 19 6,421 337.9 7,001 The Marlborough Express (d, R) 10 26 2,642 101.6 3,192 The Gisborne Herald (d, R) 8 24 2,995 124.8 3,375 Wairarapa Times Age (d, R) 7 14 3,911 279.3 4,381 Ashburton Guardian (d, R) 5 19 3,058 160.9 3,648 The Greymouth Star (d, R) 4 11 4,536 412.4 5,897 The Oamaru Mail (d, R) 3 8 3,685 460.6 5,060 Free Whakatane Beacon (3w) 8 14 4,217 301.2 4,732 Westport News (d) 2 8 4,133 516.6 6,199 Wairoa Star (2w) 2 8 1,728 216.0 2,048 Source: Newspaper Advertising Bureau

Average CPT (B/W): NZ$84.1

161 NEW ZEALAND: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser NZ$ (000s) Category NZ$ (000s) Progressive Enterprise 20,318 Supermarkets 38,620 Foodstuffs 18,338 Passenger vehicles 34,382 Noel Leeming Group 13,312 Appliances/lighting 32,753 Harvey Norman 11,595 Department stores 32,064 The Warehouse 11,350 Home improvement 22,057 Mitre 10 10,701 Furnishing/flooring 20,424 Number 1 Shoe Warehouse 9,371 Education 18,334 Smiths City 8,484 Discounters/warehouses 16,359 Toyota 7,797 Clothing/footwear 16,023 Telecom Corp 7,208 Banks 14,449 Source: AdQuest Millennium Source: AdQuest Millennium

Top newspaper Top newspaper owners (2008) sales houses (2008) Newspaper revenue Newspaper revenue Owner NZ$ (000s) Sales house NZ$ (000s) The Independent 157 Newspaper Advertising Bureau 3 APN Holdings NZ Ltd 5 Suburban Newspaper - Fairfax Sunday Newspapers 1 Source: AdQuest Millennium Fairfax NZ Ltd 1 Source: AdQuest Millennium

162 NEW ZEALAND: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly bm=bimonthly q=quarterly Adult (18+) Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) NZ$ NZ$ NZ$ SkyWatch (m) 526 893 8,100 9.1 - Canvas (w) 174 403 8,750 21.7 - Sunday (w) 171 538 8,700 16.2 - TV Guide (w) 168 574 4,500 7.8 - Woman's Day (w) 120 670 9,000 13.4 - NZ Woman's Weekly (w) 87 744 7,800 10.5 - Reader's Digest (m) 85 409 7,770 19.0 5,845 Australian Women's Weekly - NZ Edition (m) 79 587 10,000 17.0 - Kia Ora (m) 70 215 9,000 41.9 - NZ Listener (w) 65 261 7,100 27.2 - Cuisine (bm) 56 387 7,850 20.3 - Next (m) 54 346 7,500 21.7 - New Idea (w) 52 422 5,500 13.0 - Healthy Food Guide (m) 48 241 4,586 19.0 - NZ House & Garden (m) 47 542 8,900 16.4 - That's Life (w) 44 227 2,875 12.7 - NZ Gardener (m) 43 286 4,300 15.0 - The Foodtown Magazine (bm) 37 241 6,719 27.9 - Your Home & Garden (m) 36 255 5,500 21.6 - North & South (m) 31 280 7,500 26.8 - Little Treasure (m) 30 205 6,000 29.3 - Taste (m) 29 171 5,500 32.2 - Time (w) 25 186 6,290 33.8 - Lucky (w) 25 88 2,600 29.5 - NW Magazine (w) 24 107 5,500 51.4 - NZ Life & Leisure (bm) 23 88 6,000 68.2 - Tearaway (m) 22 44 4,289 97.5 - NZ Fashion Quarterly (q) 21 192 6,500 33.9 - Dish (bm) 21 106 5,445 51.4 - Crème (m) 21 44 3,950 89.8 - New Zealand Women's Health (m) 20 100 7,350 73.5 - MiNDFOOD (m) 20 - 7,500 - - NZ Girlfriend (m) 19 76 5,280 69.5 - NZ Performance Car (m) 14 225 4,500 20.0 - Pet (q) 14 77 3,310 43.0 - HOME New Zealand (bm) 14 61 5,950 97.5 - PC World (m) 13 122 4,600 37.7 - Bride & Groom (q) 13 108 3,850 35.6 - Weekend Gardener (w) 12 121 2,400 19.8 - Cleo (m) 12 94 7,500 79.8 - Rip It Up (m) 12 51 3,600 70.6 - Metro (m) 11 124 6,950 56.0 - REMIX (q) 10 100 5,000 50.0 - The National Business Review (w) 10 84 4,343 51.7 - TopGear NZ (m) 9 149 4,185 28.1 - New Zealand Weddings (q) 9 92 4,000 43.5 -

163 NEW ZEALAND: MAGAZINES

Magazines cont. w=weekly m=monthly bm=bimonthly q=quarterly Adult (18+) Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) NZ$ NZ$ NZ$ NZ Rugby World (m) 8 110 3,800 34.5 - Real Groove (m) 6 40 3,300 82.5 - FHM (m) 5 136 5,100 37.5 - Pulp (q) 5 65 4,000 61.5 - Source: Nielsen Media Q3 2008 to Q2 2009 August & PRRADS

Average CPT (Colour): NZ$24.9

Top ten magazine advertisers (2008) Magazine expenditure Advertiser NZ$ (000s) Johnson & Johnson 4,727 L'Oréal 3,654 Procter & Gamble 2,313 Telecom Corp 2,071 Unilever 1,883 Revlon 1,764 TV3 Network 1,668 The Warehouse 1,532 Avon Cosmetics 1,521 BDM Grange 1,234 Source: AdQuest Millennium

Top ten magazine product categories (2008) Magazine expenditure Category NZ$ (000s) Skincare 10,707 Passenger vehicles 9,468 Radio/television 7,291 Cosmetics 5,174 Clothing/footwear (retail) 4,404 Medicines 3,333 Boating equipment 3,106 Mobile phones 2,787 Furnishing/flooring (retail) 2,750 Wines 2,633 Source: AdQuest Millennium

164 NEW ZEALAND: MAGAZINES

Top ten magazine owners (2008) Magazine revenue Owner NZ$ (000s) Fairfax 62 Fairfax Magazines 47 Simply You 34 ACP Publishing 30 NZ Magazines 21 McHugh Media 14 Pacific Magazines 11 Associated Group Media 6 Property Press 6 Country Wide Publications 4 Source: AdQuest Millennium Top magazine sales houses (2008) Magazine revenue Sales house NZ$ (000s) Fairfax Magazines 41 Fairfax 34 ACP Publishing 29 Simply You 20 McHugh Media 14 Pacific Magazines 11 Associated Group Media 6 Fusion Group 2 Source: AdQuest Millennium

165 NEW ZEALAND: RADIO

RADIO

Number of radio households: 1,271,565 Source: Nielsen Media/Stats NZ

Number of commercial radio stations: 350 Source: TRB

Average daily listening minutes per adult: 161 Source: RI Radios T1/2009

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (NZ$) (000s) (NZ$) National Newstalk ZB talk Mon-Fri 0600-0900 1,231 86.1 14.3 The Rock music Mon-Fri 0600-0900 920 51.8 17.8 More FM music Mon-Fri 0600-0900 791 42.8 18.5 Classic Hits music Mon-Fri 0600-0900 835 40.4 20.7 ZM music Mon-Fri 0600-0900 800 39 20.5 The Breeze music Mon-Fri 0600-0900 694 29.6 23.4 The Edge music Mon-Fri 0600-0900 750 28.9 26.0 Coast music Mon-Fri 0600-0900 436 28.7 15.2 Radio Hauraki music Mon-Fri 0600-0900 555 27.7 20.0 Radio Live talk Mon-Fri 0600-0900 455 16.9 26.9 Solid Gold music Mon-Fri 0600-0900 442 15.3 28.9 Radio Sport sport Mon-Fri 0600-0900 256 10 25.6 EasyMix music Mon-Fri 0600-0900 160 7.3 21.9 Flava music Mon-Fri 0600-0900 162 6.8 23.8 B Net music Mon-Fri 0600-0900 320 2.8 114.3 Bsport sport Mon-Fri 0600-0900 266 2.1 126.7 Kiwi music Mon-Fri 0600-0900 77 0.8 96.3 Main regional Auckland Newstalk ZB talk Mon-Fri 0600-0900 450 36 12.5 ZM music Mon-Fri 0600-0900 255 16 15.9 Coast music Mon-Fri 0600-0900 210 13 16.2 Rock music Mon-Fri 0600-0900 198 11.5 17.2 More FM music Mon-Fri 0600-0900 161 9.5 16.9 Radio Hauraki music Mon-Fri 0600-0900 195 9.4 20.7 Classic Hits music Mon-Fri 0600-0900 220 8.9 24.7 Breeze music Mon-Fri 0600-0900 102 8.6 11.9 Mai FM music Mon-Fri 0600-0900 275 8.4 32.7 Radio Tarana music Mon-Fri 0600-0900 85 7.8 10.9 Wellington Newstalk ZB talk Mon-Fri 0600-0900 195 7.7 25.3 ZM music Mon-Fri 0600-0900 240 7.1 33.8 Breeze music Mon-Fri 0600-0900 170 6.1 27.9 Rock music Mon-Fri 0600-0900 80 3.1 25.8 Classic Hits music Mon-Fri 0600-0900 80 2.9 27.6

166 NEW ZEALAND: RADIO

Costs/audiences cont. Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (NZ$) (000s) (NZ$) Radio Hauraki music Mon-Fri 0600-0900 65 2.1 31.0 More FM music Mon-Fri 0600-0900 78 1.8 43.3 Edge music Mon-Fri 0600-0900 55 1.4 39.3 Coast music Mon-Fri 0600-0900 40 1.3 30.8 Radio Sport sport Mon-Fri 0600-0900 40 0.9 44.4 Christchurch More FM music Mon-Fri 0600-0900 201 13.1 15.3 Newstalk ZB talk Mon-Fri 0600-0900 235 12.5 18.8 Rock music Mon-Fri 0600-0900 143 10.2 14.0 Breeze music Mon-Fri 0600-0900 154 6.4 24.1 Edge music Mon-Fri 0600-0900 130 6.4 20.3 Radio Hauraki music Mon-Fri 0600-0900 50 4.5 11.1 Solid Gold music Mon-Fri 0600-0900 56 4 14.0 ZM music Mon-Fri 0600-0900 85 3.9 21.8 Coast music Mon-Fri 0600-0900 60 3.3 18.2 Radio Live talk Mon-Fri 0600-0900 70 2.9 24.1 Waikato Rock music Mon-Fri 0600-0900 125 6.3 19.8 Newstalk ZB talk Mon-Fri 0600-0900 85 6.2 13.7 Classic Hits ZHFM music Mon-Fri 0600-0900 95 4.8 19.8 ZM music Mon-Fri 0600-0900 65 4.3 15.1 Breeze music Mon-Fri 0600-0900 54 3.3 16.4 Edge music Mon-Fri 0600-0900 97 3.3 29.4 Solid Gold music Mon-Fri 0600-0900 40 2.4 16.7 Radio Hauraki music Mon-Fri 0600-0900 50 2.1 23.8 More FM music Mon-Fri 0600-0900 31 1.2 25.8 Radio Live talk Mon-Fri 0600-0900 31 1.1 28.2 Dunedin Radio Dunedin music Mon-Fri 0600-0900 42 2.5 16.8 Newstalk ZB talk Mon-Fri 0600-0900 47 2.3 20.4 Rock music Mon-Fri 0600-0900 64 2 32.0 More FM music Mon-Fri 0600-0900 60 1.9 31.6 Classic Hits music Mon-Fri 0600-0900 60 1.4 42.9 Edge music Mon-Fri 0600-0900 63 1.4 45.0 Radio Live talk Mon-Fri 0600-0900 26 0.7 37.1 Solid Gold music Mon-Fri 0600-0900 18 0.6 30.0 ZM music Mon-Fri 0600-0900 17 0.6 28.3 Coast music Mon-Fri 0600-0900 17 0.4 42.5 Northland More FM music Mon-Fri 0600-0900 60 3.9 15.4 Newstalk ZB talk Mon-Fri 0600-0900 40 3.3 12.1 Classic Hits music Mon-Fri 0600-0900 47 2.5 18.8 Rock music Mon-Fri 0600-0900 50 2 25.0 Radio Hauraki music Mon-Fri 0600-0900 45 1.9 23.7

167 NEW ZEALAND: RADIO

Costs/audiences cont. Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (NZ$) (000s) (NZ$) Hawkes Bay Newstalk ZB talk Mon-Fri 0600-0900 57 3.5 16.3 Rock music Mon-Fri 0600-0900 43 3.3 13.0 Classic Hits music Mon-Fri 0600-0900 45 2.8 16.1 Coast music Mon-Fri 0600-0900 15 1.3 11.5 Edge music Mon-Fri 0600-0900 50 1.2 41.7 Manawatu More FM music Mon-Fri 0600-0900 67 2.9 23.1 Newstalk ZB talk Mon-Fri 0600-0900 34 2.4 14.2 Rock music Mon-Fri 0600-0900 44 2.2 20.0 Breeze music Mon-Fri 0600-0900 40 2.1 19.0 Edge music Mon-Fri 0600-0900 30 1.8 16.7 Rotorua Classic Hits music Mon-Fri 0600-0900 32 1.2 26.7 Rock music Mon-Fri 0600-0900 27 1.1 24.5 Newstalk ZB talk Mon-Fri 0600-0900 26 0.7 37.1 Radio Hauraki music Mon-Fri 0600-0900 17 0.7 24.3 Edge music Mon-Fri 0600-0900 38 0.6 63.3 Taranaki Classic Hits music Mon-Fri 0600-0900 62 3.1 20.0 Newstalk ZB talk Mon-Fri 0600-0900 70 3.1 22.6 Rock music Mon-Fri 0600-0900 35 2.7 13.0 Coast music Mon-Fri 0600-0900 30 2 15.0 More FM music Mon-Fri 0600-0900 35 1.7 20.6 Tauranga Newstalk ZB talk Mon-Fri 0600-0900 54 5.3 10.2 Classic Hits BOPFM music Mon-Fri 0600-0900 66 4.8 13.8 Rock music Mon-Fri 0600-0900 42 3.5 12.0 Coast music Mon-Fri 0600-0900 22 3 7.3 ZM music Mon-Fri 0600-0900 27 2.6 10.4 Southland Classic Hits ZAFM music Mon-Fri 0600-0900 52 2.4 21.7 Rock music Mon-Fri 0600-0900 41 2.1 19.5 More FM music Mon-Fri 0600-0900 35 1.6 21.9 Coast music Mon-Fri 0600-0900 25 1.4 17.9 Newstalk ZB talk Mon-Fri 0600-0900 38 1.3 29.2 Nelson Classic Hits music Mon-Fri 0600-0900 36 1.9 18.9 Newstalk ZB talk Mon-Fri 0600-0900 37 1.8 20.6 Rock music Mon-Fri 0600-0900 28 1.8 15.6 More FM music Mon-Fri 0600-0900 39 1.7 22.9 Radio Hauraki music Mon-Fri 0600-0900 18 0.8 22.5 Source: Research International Radios Survey T1/2009

Average CPT (all commercial stations): NZ$14.4

168 NEW ZEALAND: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser NZ$ (000s) Category NZ$ (000s) EMI Music 15,498 Radio/television 26,570 Personalised Plates 11,954 Audio tapes/CDs/records 23,297 The Radio Network 8,505 Central Govt. Departments services 17,445 The Radio Bureau 5,926 Equipment/parts 12,602 NZ Lotteries Commission 5,781 Magazines/newspapers 7,140 Foodstuffs 5,450 Theatres/concerts 6,998 Brand Developers 4,571 Supermarkets 6,741 Harvey Norman 4,352 Department stores 6,355 Sky Network Television 3,531 Sporting assoc.and events 6,154 The Warehouse 3,462 Fast food/restaurants/cafés 6,112 Source: AdQuest Millennium Source: AdQuest Millennium

Top radio Top radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner NZ$ (000s) Sales house NZ$ (000s) The Radio Bureau 5,069 The Radio Network 8,505 The Radio Network Promo Accnt 4,739 The Radio Bureau 5,069 Radio NTZB Promotional Account 3,317 Radio New Zealand 3,317 The Radio Network 1,655 Capital Concerts 162 Radio Sport Promo Account 1,246 Source: AdQuest Millennium Radio Sport Sponsorship 865 Capital C 162 Source: AdQuest Millennium

169 NEW ZEALAND: OUTDOOR

OUTDOOR

Number of outdoor sites: 10,700

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser NZ$ (000s) Telecom Corp 4,531 TVNZ 3,561 TV3 Network 2,754 Land Transport New Zealand 2,172 Coca-Cola 1,993 Vodafone 1,835 NZ Lotteries Commission 1,779 Air New Zealand 1,502 Goodman Fielder 1,501 Foodstuffs 1,500 Source: AdQuest Millennium

Top ten outdoor product categories (2008) Outdoor expenditure Category NZ$ (000s) Radio/television 10,545 Mobile phones 7,092 Central govt. department services 5,772 Airlines 4,667 Passenger vehicles 3,718 Education 3,424 Cinema 3,718 Banks 3,424 Clothing/footwear (retail) 3,183 Beer/stout 3,065 Source: AdQuest Millennium

Top outdoor contractors (2008) Outdoor revenue Contractor NZ$ (000s) APN Holdings 111 Source: AdQuest Millennium

170 NEW ZEALAND: CINEMA

CINEMA

Number of cinema screens: 366 Source: Val Morgan

Average cost of a 60 sec. spot per screen per week: NZ$490 Source: Val Morgan

Number of screens used in typical national campaign: 50-70 Source: Val Morgan

Trend in admissions Admissions Gross takings (mill) NZ$ (mill) 2002 17.8 142.7 2003 18.3 156.1 2004 17.1 152.8 2005 15.4 146.8 2006 15.3 146.4 Source: Val Morgan

Cinema audience reach Age % 16-24 44 25-34 28 35-49 24 50+ 23 Income (NZ$/year) % 50K+ 27 60K+ 29 70K+ 30 80K+ 28 Source: Roy Morgan Research Jan-Dec 2008

171 NEW ZEALAND: CINEMA

Top ten films (2008) Gross takings Film NZ$ (000s) Mamma Mia 7,601 The Dark Knight 6,696 Indiana Jones 4 4,975 Quantum of Solace 4,603 Kung Fu Panda 4,571 Hancock 3,895 I Am Legend 3,551 Iron Man 3,515 Wall-E 3,402 Death at a Funeral 3,393 Source: Val Morgan

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser NZ$ (000s) Category NZ$ (000s) Val Morgan Cinema Stills 920 Mobile phones 1,050 Sky Network Television 732 Central govt. department services 1,007 Land Transport New Zealand 638 Cinema 944 Foodstuffs 550 Radio/television 912 Vodafone 524 Social orgs./community 733 Shell Oil 520 Fizzy drinks 663 Air New Zealand 507 Airlines 602 Motion Pictures 391 Fuels/oils 520 Unilever 378 Education 516 Whitcoulls 372 Banks 432 Source: AdQuest Millennium Source: AdQuest Millennium Top cinema owners/sales houses (2008) Cinema revenue Owner NZ$ (000s) Val Morgan Cinema Stills 920 Sky City 19 Rialto Cinemas 6 Source: AdQuest Millennium

172 NEW ZEALAND: INTERNET

INTERNET

Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser NZ$ (000s) Category NZ$ (000s) Telecom Corp 6,143 Mobile phones 4,740 Air New Zealand 1,813 Central govt. 3,300 House of Travel 1,404 Airlines 3,174 Sky Network Television 1,089 Banks 3,111 Toyota 1,073 Passenger vehicles 2,783 TelstraClear 973 Radio/television 2,432 Inland Revenue Dept. 808 Internet 2,385 Seek 779 Travel agents 2,383 Westpac Bank 674 Credit cards 2,160 TVNZ 662 Education 1,692 Source: AdQuest Millennium Source: AdQuest Millennium

Top ten internet Top internet owners (2008) sales houses (2008) Internet revenue Internet revenue Owner NZ$ (000s) Sales house NZ$ (000s) Telecom Corp 1,802 Telecom Corp 1,797 TelstraClear 238 TelstraClear 238 Quotable Value NZ 69 Woosh Wireless 39 Google 46 Internet Co. of NZ 7 APN Finda 45 Compass Communications 3 DMD Internet 39 Epitiro 1 Woosh Wireless 39 Source: AdQuest Millennium Isposure 32 Salefinder 30 Yahoo!Xtra 17 Source: AdQuest Millennium

173 NEW ZEALAND: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 61 90 97 Newspapers 48 71 - Outdoor - 57 - Cinema - - 23 Internet 54 74 76 Source: AGB Nielsen, AC Nielsen, Roy Morgan OVERALL Top ten overall advertisers (2008) Media expenditure Advertiser NZ$ (000s) Telecom Corp 48,884 Foodstuffs 47,611 Progressive Enterprises 46,435 The Warehouse 41,152 Harvey Norman 40,267 Reckitt Benckiser 36,827 Noel Leeming Group 33,919 NZ Lotteries Commission 31,967 Mitre 10 31,409 Vodafone 27,065 Source: AdQuest Millennium Top ten overall product categories (2008) Media expenditure Category NZ$ (000s) Appliances/lighting 64,825 Audio tapes/CDs/records 43,177 Airlines 41,567 Exhibitions 35,684 Fizzy drinks 20,038 Accessories 15,626 Auto services 15,233 Air conditioning/insulation 14,398 Auto equipment, parts & accessories 12,967 Air fresheners 10,837 Source: AdQuest Millennium

174 PAKISTAN: ECONOMIC DATA

PAKISTAN ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 70.41 PKR at 2008 rate

Gross Domestic Product (PKR billion) at current prices 4,209.9 4,452.7 4,875.7 5,640.6 6,499.8 7,623.2 8,723.2 10,478.2 % change 11.0 5.8 9.5 15.7 15.2 17.3 14.4 20.1 at 2008 prices 7,329.5 7,504.7 7,985.2 8,594.9 9,079.5 9,865.7 10,494.8 10,478.2 % change 7.6 2.4 6.4 7.6 5.6 8.7 6.4 -0.2

Gross Domestic Product per capita (PKR 000s) at current prices 28.6 28.7 30.7 34.8 39.2 45.0 50.4 59.2 at 2008 prices 49.8 48.4 50.3 53.0 54.8 58.2 60.6 59.2

Gross Domestic Product (US$ billion) at current prices 59.8 63.2 69.2 80.1 92.3 108.3 123.9 148.8 at 2008 prices 104.1 106.6 113.4 122.1 129.0 140.1 149.1 148.8

Gross Domestic Product per capita (US$ 000s) at current prices 0.4 0.4 0.4 0.5 0.6 0.6 0.7 0.8 at 2008 prices 0.7 0.7 0.7 0.8 0.8 0.8 0.9 0.8

Population Millions 147.3 155.2 158.6 162.2 165.8 169.5 173.2 177.0

Consumer Price Index 2008=100 57.4 59.3 61.1 65.6 71.6 77.3 83.1 100.0 % change 3.1 3.3 2.9 7.5 9.1 7.9 7.6 20.3

Ad.spend as a % of GDP 0.15 0.16 0.17 0.17 0.17 0.19 0.26 0.27

Advertising Expenditure Growth (%) at current prices 0.8 12.3 12.3 14.8 18.7 28.3 56.6 26.0 at 2008 prices -2.2 8.7 9.2 6.8 8.8 18.9 45.6 4.7 Source: IFS, ZenithOptimedia

175 PAKISTAN: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE Advertising expenditure in Rs million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 5,694 1,368 375 3,401 119 - 431 - 1999 6,212 1,430 390 3,738 123 - 531 - 2000 6,448 2,370 630 2,875 173 - 400 - 2001 6,500 2,883 217 2,400 200 - 800 - 2002 7,300 3,036 264 2,700 200 - 1,100 - 2003 8,200 3,240 360 3,300 200 - 1,100 - 2004 9,410 3,432 468 4,200 200 10 1,100 - 2005 11,166 3,870 630 4,700 300 45 1,600 21 2006 14,329 4,482 918 6,300 350 35 2,200 44 2007 22,436 6,043 1,417 10,550 550 990 2,800 86 2008 28,268 6,707 1,573 14,523 997 1,337 2,996 135 Advertising expenditure in Rs million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1997 12,429 4,068 1,194 6,131 350 - 686 - 1998 11,105 2,668 731 6,633 232 - 841 - 1999 11,634 2,678 730 7,001 230 - 994 - 2000 11,573 4,254 1,131 5,161 310 - 718 - 2001 11,317 5,019 378 4,178 348 - 1,393 - 2002 12,304 5,117 445 4,551 337 - 1,854 - 2003 13,430 5,306 590 5,405 328 - 1,802 - 2004 14,339 5,230 713 6,400 305 15 1,676 - 2005 15,598 5,406 880 6,565 419 63 2,235 29 2006 18,544 5,800 1,188 8,153 453 45 2,847 57 2007 26,992 7,270 1,705 12,693 662 1,191 3,369 103 Source: 1998-2000 Gallup, 2001-2008 Gallup, Aurora, TransIndus, Adcom Notes: 1. Excludes production costs 2. Includes classified to 2004, excludes from 2005 3. Includes agency commission 4. After discounts 5. Internet includes display only (no search/classified in Pakistan) 6. Cinema and internet figures are provided by sales houses rather than third-party bodies

176 PAKISTAN: POPULATION

POPULATION

Land area (km²) 778,720 Capital city Islamabad Language Punjabi and numerous others Currency Pakistan Rupee (PKR) Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-15 29,241 26,823 56,064 16-24 12,724 12,263 24,987 25-34 9,111 8,450 17,561 35-44 6,185 5,727 11,912 45-54 4,561 4,151 8,712 55-64 2,923 2,491 5,414 65+ 2,477 2,049 4,526 Total 67,222 61,954 129,176 Source: Population Census Organization 1998 (annual growth rate is 2.69%)

177 PAKISTAN: TELEVISION

TELEVISION Number of households: 26,500,000 Number of television households: 13,200,000 (49.8%) TV licence cost (per year): PKR 300 Average minutes viewed per day per adult: 185 Average pay-TV subscription cost Average monthly subscription PKR Cable (analogue) 250 DTH (analogue) 500 Source: Cable Association of Pakistan (CAP)

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial PTV Home 81.8 12 757 Star Plus 79.8 6 - Sony 68.8 8 - ATV 66.0 8 1,012 65.4 9 1,687 PTV News 59.4 6 142 ARY Qtv 53.5 6 235 52.8 6 1,066 46.4 8 1,379 ARY News 41.6 6 1,244 Cartoon Network 41.4 6 349 ARY Digital 39.6 8 1,066 Ten Sports 39.2 6 404 HBO 36.6 6 238 Hum TV 34.7 6 1,224 Indus Vision 34.0 6 1,080 30.3 8 201 Source: Gallup Pakistan & Media Track. The data stated above is obatined on National Region Note: Penetration (reach) is calculated on Urban Region for all channels

178 PAKISTAN: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (PKR) (000s) (PKR) PTV Home 2000-2100 89,075 16,142 5.5 Star Plus 2000-2100 33,000 15,900 2.1 Sony 2000-2100 33,600 14,085 2.4 ATV 2000-2100 20,000 13,338 1.5 GEO News 2100-2200 68,200 13,585 5.0 PTV News 2100-2200 13,000 12,188 1.1 ARY Qtv 2000-2100 3,750 11,282 0.3 GEO Entertainment 2000-2100 46,500 10,916 4.3 AAJ News 2100-2200 10,000 9,953 1.0 ARY News 2100-2200 8,333 8,865 0.9 Cartoon Network 1500-2000 9,000 7,842 1.1 ARY Digital 2000-2100 21,200 8,343 2.5 Source: Gallup Pakistan & Buying Deptartment of Adcom.

Average CPT (all commercial channels): PKR 2.5

Ad revenue Ad revenue 2008 Channel PKR (mill) Commercial PTV Home 2,594.1 ATV 842.2 GEO News 1,703.6 PTV News 98.6 ARY Qtv 78.8 GEO Entertainment 1,066.1 AAJ News 777.4 ARY News 1,039.8 Cartoon Network 280.0 ARY Digital 1,032.4 Ten Sports 462.5 HBO 197.4 Source: Media Track

179 PAKISTAN: TELEVISION

Top ten television programmes (2008) Adult Programme Channel TVR MTV Genuine Maal PTV Home 16.3 The Big Digit PTV Home 16.0 The News PTV Home 15.7 Concert Review PTV Home 15.3 Bhatti Ki Buss Ho Gayee PTV Home 14.9 Waqt PTV Home 14.8 Closeted PTV Home 14.8 Top 3 PTV Home 14.7 Design A Cuisine With Juni PTV Home 14.3 Tipu Sultan PTV Home 14.2 Source: Gallup Pakistan. The data stated above is obatined on Urban Region Top ten television advertisers (2008) TV expenditure Advertiser PKR (mill) Unilever 1,818.3 1,234.6 Mobilink 1,212.0 China Mobile 946.4 Pak Telecom Mobile 868.1 Procter & Gamble 800.2 PepsiCo 582.6 Coca-Cola 556.5 Colgate Palmolive 444.5 Warid Telecom 440.3 Source: Media Track

180 PAKISTAN: TELEVISION

Top ten television product categories (2008) TV expenditure Category PKR (mill) Mobile phone operators 4,710.4 Carbonated soft drinks 977.1 Mobile phones 952.8 Toiletries (soap) 890.7 Shampoo 794.6 Dairy products 695.7 Cooking oil/ghee 591.7 Detergents 550.3 Construction 412.9 Banks 377.1 Source: Media Track

Top ten television owners (2008) TV revenue Owner PKR (mill) PTV 2,594.1 GEO News 1,703.6 HUM TV 1,618.9 GEO Entertainment 1,066.1 ARY One World 1,039.8 ARY Digital 1,032.4 ATV 842.2 AAJ TV 777.4 Express News 566.4 Masala 529.2 Source: Media Track Top ten television sales houses (2008) TV revenue Sales house PKR (mill) Independent Media Corporation 2,769.7 Pakistan Television Network 2,732.1 ARY Communications 2,632.9 Eye Television Network 2,148.1 Sports Star International 842.2 Recorder Television 777.4 Airwaves Media 625.7 Television Media Network 566.4 KTN Production 525.8 Tower Sports 462.5 Source: Media Track/Adcom

181 PAKISTAN: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily R=Regional N=National Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) PKR PKR PKR Jang (d, N) 450 2,250 1,533,600 681.6 3,067,200 Express (d, N) 375 1,875 1,222,560 652.0 1,528,200 Nawa-I-Waqt (d, N) 350 1,750 691,200 395.0 691,200 Dawn (d, N) 225 675 1,328,400 1,968.0 1,328,400 Khabrain (d, N) 200 1,000 691,200 691.2 691,200 Qami Akhbar (d, R) 190 950 250,000 263.2 250,000 Ummat (d, R) 185 925 596,160 644.5 596,160 The news (d, N) 175 525 648,000 1,234.3 648,000 Din (d, N) 175 875 388,800 444.3 388,800 The Nation (d, N) 150 450 388,800 864.0 388,800 Pakistan (d, N) 150 750 259,200 345.6 259,200 Awam (d, N) 150 750 259,200 345.6 518,400 Business Recorder (d, N) 135 405 324,000 800.0 324,000 Kawish (d, R) 85 425 345,600 813.2 345,600 Jurra;t (d, R) 80 400 100,000 250.0 100,000 Mashriq (Qta) (d, R) 70 350 200,000 571.4 200,000 Agaz (d, R) 65 325 135,000 415.4 135,000 Mashriq (Psh) (d, R) 60 300 225,000 750.0 225,000 Ibrat (d, R) 60 300 175,000 583.3 175,000 Aaj Kal (d, N) 60 300 302,400 1,008.0 302,400 Aaj (d, R) 45 225 175,000 777.8 175,000 Daily Times (d, N) 45 135 475,200 3,520.0 475,200 Awami Awaz (d, R) 35 175 120,000 685.7 120,000 Tamer-E- (d, R) 30 150 150,000 1,000.0 150,000 Daily Bussiness Report (d, R) 30 150 175,000 1,166.7 175,000 Daily Report (d, R) 30 150 150,000 1,000.0 150,000 Tijarat (d, R) 30 150 180,000 1,200.0 180,000 Waqt (d, R) 30 150 150,000 1,000.0 150,000 Al Akhbar (d, R) 30 150 150,000 1,000.0 125,000 Pakistan Observer (d, N) 28 84 200,000 2,381.0 200,000 Wahdat (d, R) 25 125 160,000 1,280.0 160,000 Jurrat (d, R) 25 125 150,000 1,200.0 150,000 Jinnah (d, N) 25 125 237,600 1,900.8 237,600 Jassarat (d, R) 25 125 150,000 1,200.0 150,000 Amn (d, R) 20 100 150,000 1,500.0 150,000 Abaseen (d, R) 18 90 150,000 1,666.7 150,000 Frontier Post (d, R) 18 54 175,000 3,240.7 175,000 Source: Adcom/Gallup

Average CPT (B/W): PKR 737.7

182 PAKISTAN: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser PKR (mill) Category PKR (mill) Pakistan Telecommunication 162.5 Telcos 572.4 Mobilink 159.2 Banks 551.2 Warid 148.6 Auto 149.7 China Mobile Company 114.6 Broadband 99.7 Telenor 98.9 Home appliances 85.1 Unilever 79.3 Mobile 84.6 Ufone 55.5 Office supplies 67.8 Nokia 54.9 TV channels50.4 Indus 50.4 Cooking oil/ghee 45.7 Bank Al Habib 49.4 Insurance 42.8 Source: Adcom Source: Adcom

Top ten newspaper Top ten newspaper owners (2008) sales houses (2008) Newspaper revenue Newspaper revenue Owner PKR (mill) Sales house PKR (mill) Jang 596.9 Daily Jang - 596.9 Dawn 377.4 Pakistan Herald 377.4 Nawa-I-Waqt 201.7 Daily Nawa-i-Waqt 201.7 The News 188.0 Daily The News 188.0 Khabrain 143.9 Daily Khabrain 143.9 The Nation 126.2 Media Times 126.6 Mashriq 125.9 The Nation 126.2 Daily Times 118.2 Daily Mashriq 125.9 Express 105.4 Century Publications 105.4 Buisness Recorder 77.4 Ummat Group 22.6 Source: Adcom Source: Adcom

183 PAKISTAN: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly q=quarterly Circulation readership Colour Colour B/W Title (000s) (000s) PKR PKR PKR Akhbar-E-Jahan (w) 250 2,000 97,000 48.5 97,000 Shua (m) 85 680 8,000 11.8 8,000 Khawateen Digest (m) 75 600 12,000 20.0 12,000 Kiran (m) 70 560 8,000 14.3 8,000 Hina (m) 65 520 8,000 15.4 8,000 Family (w) 60 480 22,000 45.8 22,000 Herald (m) 45 360 33,000 91.7 33,000 Aanchal (m) 45 360 6,000 16.7 6,000 Kitchen (m) 35 280 12,000 42.9 12,000 Sachee Kahaneiyan (m) 35 280 8,000 28.6 8,000 Pakiza (m) 35 280 8,000 28.6 8,000 Sarguzish (m) 35 280 8,000 28.6 8,000 Jasoosi (m) 28 224 8,000 35.7 8,000 News Line (m) 25 200 15,000 75.0 15,000 Bawarchee Khana (m) 25 200 10,000 50.0 10,000 Dosheeza (m) 25 200 8,000 40.0 8,000 Suspance (m) 24 192 8,000 41.7 8,000 She (m) 20 160 16,000 100.0 16,000 Dalda ka Dastarkhuan (m) 20 160 15,000 93.8 15,000 Rida (m) 20 160 8,000 50.0 8,000 Digest (m) 20 160 8,000 50.0 8,000 Nonihal (m) 20 160 12,000 75.0 12,000 Friday Times (w) 18 144 75,000 520.8 75,000 Mazaydar Khanay (m) 18 144 8,000 55.6 8,000 Women's Own (m) 15 120 10,000 83.3 10,000 Super Star Dust (m) 15 120 8,000 66.7 8,000 Teenager (m) 15 120 8,000 66.7 8,000 Pakistan & Gulf Economic (f) 15 120 15,000 125.0 15,000 Sabrang (m) 15 120 8,000 66.7 8,000 Nazneen (m) 15 120 8,000 66.7 8,000 Taleem-O-Tarbiat (m) 15 120 8,000 66.7 8,000 Fashion Collection (m) 12 96 10,000 104.2 10,000 Ibrat Magazine (f) 12 96 15,000 156.3 15,000 Mr.Cook (bm) 12 96 8,000 83.3 8,000 Raysham (m) 12 96 8,000 83.3 8,000 Darr (m) 12 96 6,000 62.5 6,000 Kheal Kheal Main (m) 12 96 8,000 83.3 8,000 Mag (w) 10 80 27,000 337.5 27,000 Hamsafar (m) 10 80 8,000 100.0 8,000 Hazar Dastan (m) 10 80 6,000 75.0 6,000 Home Express (m) 10 80 50,000 625.0 50,000 Visage (bm) 8 64 12,000 187.5 12,000

184 PAKISTAN: MAGAZINES

Magazines cont. w=weekly f=fortnightly m=monthly Adult Full page Adult CPT Full page bm=bimonthly q=quarterly Circulation readership Colour Colour B/W Title (000s) (000s) PKR PKR PKR Libas (q) 8 64 24,000 375.0 24,000 Good Times (f) 8 64 15,000 234.4 15,000 Money (m) 8 64 15,000 234.4 15,000 Good Food (bm) 8 64 12,000 187.5 12,000 Food Line (bm) 8 64 10,000 156.3 10,000 Chanda (m) 8 64 6,000 93.8 6,000 Fiction (m) 8 64 6,000 93.8 6,000 Dastak (m) 8 64 8,000 125.0 8,000 Reewaj (m) 8 64 8,000 125.0 8,000 T V Asia (m) 7 56 8,000 142.9 8,000 Me & My Weeding (q) 6 48 15,000 312.5 15,000 Mr (bm) 6 48 15,000 312.5 15,000 Health & Beauty (bm) 6 48 10,000 208.3 10,000 Diva (m) 5 40 8,000 200.0 8,000 Niche (bm) 5 40 15,000 375.0 15,000 Bridge & You (q) 5 40 15,000 375.0 15,000 T V Times (m) 5 40 8,000 200.0 8,000 Motherhood (m) 5 40 12,000 300.0 12,000 Super Mom (m) 5 40 12,000 300.0 12,000 Pink (m) 5 40 10,000 250.0 10,000 South Asia (m) 5 40 15,000 375.0 15,000 Spider (m) 5 40 22,000 550.0 22,000 Internet (m) 5 40 15,000 375.0 15,000 Music World (m) 5 40 8,000 200.0 8,000 Faq (q) 4 32 25,000 781.3 25,000 Aurora (bm) 4 32 60,000 1,875.0 60,000 Jewel Times (bm) 4 32 10,000 312.5 10,000 High (bm) 4 32 15,000 468.8 15,000 Circkter (m) 4 32 7,000 218.8 7,000 Computer World (f) 3 24 20,000 833.3 20,000 Smash (m) 3 24 5,000 208.3 5,000 Ebizz Magazine (m) 3 24 8,000 333.3 8,000 Synergyzer (bm) 3 20 35,000 1,750.0 35,000 Slogan (m) 2 16 30,000 1,875.0 30,000 Brand Wagon (m) 2 16 20,000 1,250.0 20,000 Source: Adcom/Gallup

Average CPT (Colour): PKR 96.9

185 PAKISTAN: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser PKR (mill) Category PKR (mill) Unilever 21.2 Skincare 43.7 PEL 17.2 Household appliances 40.3 Procter & Gamble 15.7 Banks 29.1 Bankislami Pakistan 13.5 Cooking oil/ghee 22.8 Habib Oil Mills 12.5 Shampoo 17.6 Nokia 10.4 Medicine 17.1 Orient Group 8.5 Telecos 17.0 Nestlé 8.4 Mobile 15.7 Telenor Pakistan 8.4 Food 14.9 Mariana Industries 7.6 Resturants 12.6 Source: Adcom Source: Adcom

Top ten magazine Top ten magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner PKR (mill) Sales house PKR (mill) Jang Sunday 52.3 Daily Jang - Karachi 91.3 Dawn Sunday 47.4 Pakistan Herald Publications 61.2 Akhbar-E-Jehan 33.8 Family Magazine 21.1 Family 21.1 Daily The News 19.0 The News Sunday 19.0 Century Publications 16.8 Express Sunday 16.8 Media Times 14.4 Daily Times Sunday 13.4 Weekly Mag 11.1 Mag 11.1 Vanguards Books 10.5 The Friday Times 10.5 Daily Nawa-i-Waqt 10.3 Nawa-I-Waqt Sunday 10.3 Daily Khabrain 9.6 Source: Adcom Source: Adcom

186 PAKISTAN: RADIO

RADIO

Number of radio households: 23,850,000 (90%) Source: Gallup/MARS Number of commercial radio stations: 25 Source: Gallup/MARS Average daily listening minutes per adult: 40-45 Source: Gallup/MARS

Peak rates Peak rate Peak (30 sec) Station Type time (PKR) National PBC news/entertainment 0700-1000 3,000 Main regional FM 105 (Awaz) news/entertainment 0800-1000 1,100 FM 105 (Sachal) news/entertainment 1700-1900 7,500 FM 89 music 0800-1000/1700-1900 2,000 FM 91 news/entertainment 1700-1900 7,500 FM 100 news/entertainment 1700-1900 1,250 FM 101 news/entertainment 1700-1900 1,400 FM 103 news/entertainment 1700-1900 7,500 FM 106.2 music 1700-1900 1,650 FM 107 news/entertainment 1700-1900 450 FM 99 news/entertainment 0800-1000 600 FM 93 news/entertainment 0800-1000 250 FM 96 music 1700-1900 350 FM 98 news/entertainment 0800-1000 150 Source: Gallup/MARS

187 PAKISTAN: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser PKR (mill) Category PKR (mill) Unilever 27.2 Telcos 74.7 Warid Telecom 18.0 Beverages 46.1 Telenor 17.3 Mobile phones 27.3 Mobilink 16.7 Food 16.0 China Mobile 16.1 Confectionery 13.2 Hilal Confectioneries 12.1 Home appliances 12.9 Ufone 10.6 Biscuits 11.7 Habib Bank Limited 9.5 Dairy products 11.7 Coca-Cola 8.3 Financial institutions 10.7 PTCL 7.7 Petroleum products 9.6 Source: Midia Miles Pakistan Source: Midia Miles Pakistan

Top ten radio Top ten radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner PKR (mill) Sales house PKR (mill) FM 100 88.7 FMS 89.6 FM 89 70.4 Kohinoor Airways 71.0 FM 106.2 58.8 ARY Communications 59.4 FM 91 44.1 Air Ways 44.1 FM 103 31.6 Trade Serve 31.6 FM 107 29.1 Apna Karachi 29.1 FM 101 16.9 Clarity Communications 17.1 FM 96 11.8 Vatra Communications 11.8 FM 105 (Awaz) 8.5 Roshan Media 8.5 FM 105 (Sachal) 6.2 Sachal Satellite Communications 6.2 Source: Midia Miles Pakistan Source: Midia Miles Pakistan/Adcom

188 PAKISTAN: OUTDOOR/CINEMA

OUTDOOR Number of outdoor sites: 100,000 approx. CINEMA

Number of cinema screens: 160 Source: Cine Plus Media

Average cost of a 60 sec. spot per screen per week: PKR 98.9 Source: Cine Plus Media

Cinema audience profile Age % 16-24 5 25-34 25 35-49 40 50+ 30 Sex % Male 80 Female 20 Source: Cine Plus Media

Top films (2008) Top cinema Film advertisers (2008) Ghajini Advertiser Jooda Akbar Unilever Race Telenor Source: Cine Plus Media Mobilink Greenstar Top cinema HBL owners (2008) Minitries Owner Ufone Moin ur Rehman (Cineplex) Nokia Nadeem Mandviwalla (Nishat) Reckitt Asif (Capri) Source: Cine Plus Media Sozoworld (Lahore) Sozogold (Lahore) Arif Baig (Cinepax) ISB Source: Cine Plus Media

189 PAKISTAN: INTERNET

INTERNET

Adult internet users: 3,800,000 (5.2%)

Internet user profile reach Age % 16-24 38 25-34 10 35-54 1 55-64 - 65+ - Source: ZenithOptimedia

190 PAKISTAN: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 87.4 87.4 87.4 Source: Gallup OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser PKR (mill) Category PKR (mill) Unilever 1,946.0 Mobile phone operators 5,390.2 Mobilink 1,387.8 Mobile phones 1,064.7 Telenor 1,359.3 Carbonated soft drinks 977.1 China Mobile 1,077.1 Banks 957.4 Pak Telecom Mobile 934.2 Toiletries (soap) 890.7 Procter & Gamble 815.9 Shampoo 812.3 Warid Telecom 606.9 Dairy products 707.4 PepsiCo 582.6 Cooking oil/ghee 660.2 Coca-Cola 564.8 Detergent powders 550.3 Colgate Palmolive 444.5 Construction 412.9 Source: ZenithOptimedia Source: ZenithOptimedia Top ten media Top ten owners (2008) sales houses (2008) Media revenue Media revenue Owner PKR (mill) Sales house PKR (mill) PTV 2,594.1 Independent Media Corporation 3,458.0 GEO News 1,703.6 Pakistan Television Network 2,732.1 HUM TV 1,618.9 ARY Communications 2,692.3 GEO Entertainment 1,066.1 Eye Television Network 2,148.1 ARY One World 1,039.8 Sports Star International 842.2 ARY Digital 1,032.4 Recorder Television 777.4 ATV 842.2 Airwaves Media 669.8 AAJ TV 777.4 Television Media Network 566.4 Jang 596.9 KTN Production 525.8 Express News 566.4 Tower Sports 462.5 Source: ZenithOptimedia Source: ZenithOptimedia

191 PHILIPPINES: ECONOMIC DATA

PHILIPPINES ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 44.48 Peso at 2008 rate

Gross Domestic Product (Peso billion) at current prices 3,632 3,964 4,316 4,872 5,444 6,033 6,648 7,498 % change 8.3 9.2 8.9 12.9 11.7 10.8 10.2 12.8 at 2008 prices 5,270 5,585 5,879 6,261 6,501 6,781 7,267 7,498 % change 1.4 6.0 5.3 6.5 3.8 4.3 7.2 3.2

Gross Domestic Product per capita (Peso 000s) at current prices 46.7 49.1 52.4 58.1 63.7 69.3 74.9 83.0 at 2008 prices 67.7 69.1 71.4 74.6 76.0 77.9 81.9 83.0

Gross Domestic Product (US$ billion) at current prices 81.7 89.1 97.1 109.5 122.4 135.6 149.5 168.6 at 2008 prices 118.5 125.6 132.2 140.8 146.2 152.5 163.4 168.6

Gross Domestic Product per capita (US$) at current prices 1,049.1 1,103.2 1,178.7 1,305.4 1,431.6 1,557.3 1,684.9 1,865.8 at 2008 prices 1,522.6 1,554.5 1,605.4 1,677.7 1,709.6 1,750.5 1,841.7 1,865.8

Population Millions 77.8 80.8 82.3 83.9 85.5 87.1 88.7 90.4

Consumer Price Index 2008=100 68.9 71.0 73.4 77.8 83.7 89.0 91.5 100.0 % change 6.8 3.0 3.5 6.0 7.6 6.2 2.8 9.3

Ad.spend as a % of GDP 1.92 1.96 2.19 2.32 2.63 2.45 2.39 2.36

Advertising Expenditure Growth (%) at current prices 13.6 11.3 21.5 20.0 26.5 3.3 7.5 11.4 at 2008 prices 6.4 8.0 17.4 13.2 17.5 -2.8 4.5 1.9 Source: IFS, ZenithOptimedia

192 PHILIPPINES: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in Peso (mill) at current prices

Total Newspapers Magazines TV Radio Outdoor 1998 45,454 7,050 - 30,287 8,117 - 1999 52,367 8,224 - 34,843 9,300 - 2000 61,439 9,887 - 40,740 10,813 - 2001 69,813 7,509 2,557 46,818 12,929 - 2002 77,681 7,182 1,931 55,012 13,557 - 2003 94,379 7,618 1,946 68,390 16,425 - 2004 113,257 8,694 2,898 82,204 19,461 - 2005 139,314 8,551 3,456 105,187 22,120 3,900 2006 143,521 7,597 1,645 110,313 23,966 4,380 2007 154,165 8,763 1,890 119,502 24,010 4,800 2008 171,737 9,232 2,259 129,455 30,790 5,300

Advertising expenditure in Peso (mill) at constant 2008 prices

Total Newspapers Magazines TV Radio Outdoor 1998 77,592 12,035 - 51,701 13,856 - 1999 84,376 13,251 - 56,140 14,985 - 2000 95,231 15,324 - 63,147 16,760 - 2001 101,320 10,898 3,711 67,948 18,763 - 2002 109,460 10,120 2,721 77,517 19,103 - 2003 128,548 10,376 2,651 93,150 22,371 - 2004 145,563 11,174 3,724 105,652 25,012 - 2005 166,361 10,211 4,127 125,609 26,414 4,657 2006 161,318 8,539 1,849 123,992 26,938 4,923 2007 168,516 9,579 2,066 130,626 26,245 5,247 2008 171,737 9,232 2,259 129,455 30,790 5,300 Source: NMR PMS, NMR, AdQuest Millennium Notes: 1. Before discounts 2. Excludes production costs 3. Excludes classified 4. Excludes agency commission 5. Newspapers includes magazines before 2001

Main advertising restrictions Tobacco: Ads not allowed on TV and radio between 0700 and 1900. Ads must carry a government health warning. Banned in broadcasts and publications aimed at children. Alcohol: Ads should include a warning to 'drink moderately'. Children's: Advertising for breastmilk substitutes intended for infants and young children up to 24 months not allowed.

193 PHILIPPINES: POPULATION

POPULATION

Land area (km²) 298,170 Capital city Languages Tagalog, English Currency Peso (P)

Population by age Male Female Total (000s) (000s) (000s) 0-14 15,669 14,997 30,666 15-24 9,031 8,810 17,841 25-34 7,045 7,095 14,140 35-44 5,554 5,470 11,024 45-54 4,082 4,006 8,088 55-64 2,399 2,469 4,868 65+ 1,703 2,127 3,830 Total 45,483 44,974 90,457 Source: National Statistics Office Note: Projected population based on 2000 census

Adult status Male Female Total (000s) (000s) (000s) AB 298 300 598 C1 2,087 2,098 4,185 C2 5,367 5,395 10,763 DE 22,066 22,180 44,246 Total 29,819 29,973 59,792 Source: National Statistics Office Note: Based on the TV Research Council's estimates in 2002

Definition of adult status AB = monthly household income of Peso 50,001 and over C1 = monthly household income of Peso 30,001-50,000 C2 = monthly household income of Peso 15,001-30,000 DE = monthly household income of Peso 15,000 and below

194 PHILIPPINES: TELEVISION

TELEVISION Number of urban households: 8,555,165 Number of television households: 7,621,454 (89.1%) Television homes with: Colour 99.0% VCR 0.3% DVD 60.9% PVR/DVR 0.1% Multiset 29.7% Remote control 86.4% Cable (connection) - total 24.4% Satellite dish (DTH) - total 0.1% Source: 2007 NUTAM Establishment Survey Average minutes viewed per day per adult (20+) (2007): 216 Average pay-TV subscription cost Average monthly subscription Peso Cable (analogue) 554 Source: 2007 NUTAM Establishment Survey

Main channels Daily Ad mins hours of per Channel transmission week Commercial ABS-CBN 20 810 NBN 19 222 ABC 18 62 GMA 19 691 RPN 17 167 QTV 11 16 131 IBC 19 192 SBN 15 - Studio 23 19 102 24 45 RJTV 21 48 ESPN 24 78 ABS-CBN News 24 51 Cartoon Network 24 50 CinemaOne 24 42

195 PHILIPPINES: TELEVISION

Main channels cont. Daily Ad mins hours of per Channel transmission week Commercial Lifestyle 24 71 MTV 24 - 24 62 AXN 24 131 Star World 24 44 Jack TV 24 102 24 139 ETC 24 127 Source: AGB Nielsen Media Research, NUTAM data Cost/audience (2007) Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (Peso) (000s) (Peso) ABS-CBN 2000-2059 300,000 986 304 NBN 2100-2159 36,594 4 9,829 ABC 2000-2059 240,000 15 16,051 GMA 2000-2059 350,000 948 369 RPN 2000-2059 90,000 4 23,000 QTV 11 2100-2159 90,000 11 7,887 IBC 2100-2159 45,000 2 23,006 SBN 1900-2159 3,500 - - Studio 23 1800-2159 90,000 4 23,462 NET 25 1800-2159 30,000 - - RJTV - 10,000 - - ESPN - 15,000 - - ABS-CBN News - 20,108 - - Cartoon Network - 25,000 1 45,788 CinemaOne 2000-2059 20,000 1 29,455 Lifestyle - 25,000 - - MTV - 9,000 - - MYX - 25,000 - - AXN 2000-2059 20,000 1 27,473 Star World - 27,500 - - Jack TV 2000-2159 30,000 1 25,663 Solar Sports 1900-2259 25,000 2 16,046 ETC - 30,000 - - Source: AGB Nielsen Media Research, NUTAM data

Average CPT (all commercial channels): Peso 688.3

196 PHILIPPINES: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2007 2007 Channel Individuals Adults Peso (mill) Commercial ABS-CBN 45.8 46.0 34,819 NBN 0.5 0.5 2,478 ABC 2.2 2.3 3,181 GMA 37.7 37.2 48,715 RPN 1.1 1.2 2,985 QTV 11 2.3 2.1 2,921 IBC 0.3 0.4 2,145 SBN 0.1 0.1 10 Studio 23 1.5 1.5 2,080 NET 25 0.2 0.2 465 RJTV - - 148 ESPN 0.1 0.1 305 ABS-CBN News 0.1 0.1 281 Cartoon Network 0.5 0.4 394 CinemaOne 0.9 0.9 245 Lifestyle 0.1 0.1 603 MTV - - 1 MYX 0.2 0.2 485 AXN 0.2 0.2 816 Star World 0.1 0.1 424 Jack TV 0.3 0.3 842 Solar Sports 0.2 0.2 1,189 ETC 0.1 0.1 1,182 Source: AGB Nielsen Media Research, NUTAM data

Top ten television programmes (2007) Adult Programme Channel TVR SMB Sports Will To Win Pacquiao Barrera II GMA 31.7 Kokey (TV series) ABS-CBN 21.4 Blaze of Glory Pacquiao v. Solis GMA 21.1 Big Brother Season 2 - The Big Night at the Big Dome ABS-CBN 21.1 The Battle of Cebu - Moment of Truth ABS-CBN 20.8 Titigilang Mundo de la Hoya v. Mayfeather the World Awaits ABS-CBN 20.4 Ang Paglalahad ABS-CBN 20.3 Princess Sarah (TV series) ABS-CBN 19.9 Boxing World Cup - Philippines v. Mexico ABS-CBN 19.3 Marimar GMA 19.2 Source: AGB Nielsen Media Research, NUTAM data

197 PHILIPPINES: TELEVISION

Top ten television Top ten television product advertisers (2007) categories (2007) TV expenditure* TV expenditure* Advertiser Peso (mill) Category Peso (mill) Unilever 15,688.5 Hair care 16,451.4 Procter & Gamble 11,632.3 Telecoms 10,994.3 Colgate-Palmolive 6,626.9 Gov't agencies & public utilities 7,306.7 Nestlé 6,189.2 Laundry products 5,778.3 United Laboratories 5,518.6 Powdered milk 5,047.8 Globe Telecom 2,022.6 Skin care 4,591.0 Smart Communications 1,848.3 Other food 4,555.6 Mead Johnson 1,744.7 Dental care 4,238.0 Coca-Cola 1,691.3 Vitamins & tonics 4,218.8 Office of the President 1,379.7 Cough & cold remedies 3,989.6 Source: Nielsen Adquest Millenium Source: Nielsen Adquest Millenium *Based on rate cards *Based on rate cards

Top free-to-air television owners (2007) TV revenue* Owner Peso (mill) GMA 53,530.8 ABS-CBN 36,513.6 ABC 6,425.4 QTV 11 4,269.1 Studio 23 3,043.8 RPN 2,851.4 NBN 2,489.5 Islands TV 1,713.1 Source: Nielsen Adquest Millenium *Advertising expenditure, based on rate cards

198 PHILIPPINES: NEWSPAPERS NEWSPAPERS Newspapers (2007) Adult Full page Adult CPT Full page readership B/W B/W Colour Title (000s) Peso Peso Peso National dailies Bulgar 1,337 65,835 49 118,503 Philippine Daily Inquirer 1,258 157,410 125 283,338 1,051 150,255 143 270,459 Philippine Star 1,048 154,440 147 277,992 820 46,200 56 83,160 Pilipino Star Ngayon 615 40,320 66 64,512 Abante Tonite 358 42,000 117 75,600 People's Journal Tonight 252 53,130 211 95,634 Bagong Tiktik 230 - - - Bandera 200 42,000 210 75,600 Balita 197 34,720 176 62,496 Tempo 195 32,550 167 58,590 Manila Times 184 102,555 557 184,599 Malaya 84 89,910 1,070 161,838 Tumbok 84 - - - Today 66 101,574 1,539 182,833 PM (Pang Masa) 58 - - - Hataw 56 - - - Daily Tribune 51 - - - Remate 40 - - - People's Balita 18 - - - Business World 8 160,380 20,048 288,684 People's Taliba 6 - - - Tanod (Diyaryo ng Bayan) 5 - - - Regional dailies Sunstar Cebu 32 20,500 641 41,000 Baguio Mediland Curier 24 - - - The Freeman 10 15,000 1,500 30,000 Panay News 9 - - - Sunstar Davao 8 16,500 2,063 33,000 Sunstar Baguio 8 - - - Visayan Daily Star 5 - - - Cebu Daily News 5 18,000 3,600 36,000 Sunstar Cagayan de Oro 4 - - - Mindanao Daily Mirror 2 12,000 6,000 24,000 Sunstar 1 - - - Free dailies Libre 157 53,340 340 96,012 Source: Nielsen Media Index Q1 2008 (urban M/F, 10+ read yesterday), Nielsen Media Advertising Information Service Average CPT (B/W): Peso 179 199 PHILIPPINES: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2007) categories (2007) Newspaper expenditure* Newspaper expenditure* Advertiser Peso (mill) Category Peso (mill) Shoemart 518.3 Telecoms 1,171.9 Smart Communications 372.9 Retail 794.4 Globe Telecom 254.8 Banks/finance 677.9 Ayala Land 153.7 Entertainment 666.0 Samsung Electronics 132.6 Real estate 544.8 Toyota Motors 118.5 Auto 425.6 Digital Telecommunications 111.6 Education 398.0 Fortune Tobacco 98.9 Gov't agencies & public utilities 349.4 Philip Morris 92.7 Office equipment 329.3 Robinson's Recreation 89.0 Travel 229.8 Source: Nielsen Adquest Millenium Source: Nielsen Adquest Millenium *Based on rate cards *Based on rate cards

Top ten newspaper owners (2007) Newspaper revenue* Owner Peso (mill) Philstar Daily 3,033.6 Philippine Daily Enquirer 2,866.7 Manila Bulletin Publishing 1,369.7 Business World Publishing 264.1 Philippine Bus. Daily Publishing 215.6 Mindanao Times 181.8 Philippine Journalists 176.2 Sun. Star Publications Network 153.2 Monica Publishing 122.6 Rural Press Com. Rep. 95.3 Source: Nielsen Adquest Millenium *Based on rate cards

200 PHILIPPINES: MAGAZINES

MAGAZINES

Magazines (2007) w=weekly f=fortnightly Adult Full page Adult CPT Full page m=monthly bm=bi-monthly readership Colour Colour B/W Title (000s) Peso Peso Peso Weekend supplements Sunday Inquirer (w) 431 110,808 257 110,808 Panorama (w) 391 33,000 84 22,000 Philippine Starweek (w) 149 48,000 322 33,000 Junior Inquirer (w) 29 - - - Showbusiness & entertainment StarTalk Movie (w) 41 - - - Moviestar (w) 39 19,100 490 15,400 Mega Star (w) 14 - - - Kislap (w) 8 - - - Yes (m) - 143,000 - 143,000 IT ComputerWorld Philippines (f) 7 90,000 12,857 65,000 Men's FHM (m) 1 154,000 128,548 140,000 Foreign Reader's Digest (m) 231 - - - Newsweek (w) 144 - - - Time (w) 74 - - - National Geographic (m) 61 - - - Cosmopolitan (Int. edition, m) 58 - - - Vogue (m) 31 - - - Seventeen (Int. edition, m) 25 - - - Sugar (m) 20 - - - Good Housekeeping (Int. edition, m) 16 - - - International Businessweek (w) 16 - - - Business Traveller (m) 14 - - - InStyle (m) 14 - - - Marie Claire (Int. edition, m) 13 - - - Teen (m) 13 - - - Elle (m) 6 - - - Glamour (m) 5 - - - GQ (m) 4 - - - Parents (Int. edition, m) 4 - - - American Lifestyle (m) 3 - - - Life (m) 3 - - - Baby Magazine (Int. edition, m) 1 - - - Far Eastern Economic Review (w) 1 - - - The Economist (w) 1 - - -

201 PHILIPPINES: MAGAZINES

Magazines cont. w=weekly f=fortnightly Adult Full page Adult CPT Full page m=monthly bm=bi-monthly readership Colour Colour B/W Title (000s) Peso Peso Peso Fashion & features Cosmopolitan Philippines (m) 307 146,000 476 133,000 K-Zone (m) 254 - - - The Buzz (m) 200 66,000 330 66,000 Metro (m) 159 125,400 789 125,400 W.I.T.C.H. (m) 123 - - - Star Studio (m) 102 102,300 1,003 102,300 Seventeen Mini (m) 98 80,000 816 73,000 Good Housekeeping (m) 96 121,000 1,260 110,000 Candy (m) 86 89,000 1,035 81,000 Cartoon Network (m) 86 - - - Health Today (m) 82 143,393 1,749 143,393 Chalk (m) 72 88,000 1,222 88,000 Maxim (m) 71 130,000 1,831 130,000 Hi! (m) 67 - - - Mr & Ms (m) 62 - - - T3 (m) 41 70,000 1,707 70,000 Agriculture (m) 39 33,000 846 33,000 Meg (m) 38 - - - Smart Parenting (m) 32 70,000 2,188 70,000 Young Star (m) 30 - - - Marie Claire (m) 27 96,000 3,556 96,000 Lifestyle Asia (m) 25 96,000 3,840 96,000 Speed (m) 23 90,000 3,913 90,000 Preview (m) 22 108,000 4,909 98,000 PCWorld (m) 21 77,500 3,690 50,000 Food (m) 20 99,000 4,950 99,000 Pulp (m) 19 - - - Chat (m) 18 - - - Entrepreneur (m) 18 105,000 5,833 105,000 Men's Health (m) 18 - - - UNO (m) 18 135,500 7,528 135,500 PC Magazine (m) 17 - - - Working Mom (m) 16 108,900 6,806 108,900 People Asia (m) 15 87,120 5,808 64,800 Homelife (m) 14 - - - Animal Scene (m) 11 15,000 1,364 15,000 Channels (m) 11 - - - Mega (m) 11 110,000 10,000 110,000 Gadgets (m) 10 88,000 8,800 88,000 Mod Girl (m) 10 - - - Celebrity Recipes (m) 9 40,000 4,444 40,000 Popsicle (m) 7 - - -

202 PHILIPPINES: MAGAZINES

Magazines cont. w=weekly f=fortnightly Adult Full page Adult CPT Full page m=monthly bm=bi-monthly readership Colour Colour B/W Title (000s) Peso Peso Peso Fashion & features cont. Real Living (m) 7 - - - Mirror (m) 6 - - - Mobile Philippines (m) 5 - - - Manual (m) 4 80,000 20,000 80,000 Flavors (m) 3 49,500 16,500 49,500 Inquirer Golf (m) 3 80,000 26,667 80,000 Baby Magazine (m) 2 64,064 32,032 64,064 Real Living (m) 2 - - - Teen Philippines (m) 2 - - - General interest Pink (bm) 65 - - - Liwayway (w) 49 30,000 612 20,000 Bisaya (w) 22 22,000 1,000 15,000 Fortune (f) 18 - - - People's Insider (w) 14 22,000 1,571 16,500 Moms & Kids (f) 8 - - - Newsbreak (w) 7 - - - Bluprint (bm) 7 - - - Sports Life Weekly (w) 6 - - - Philippine Graphic (w) 5 - - - Philippine Free Press (w) 3 28,000 9,333 20,160 Moms Today (bm) 3 134,269 44,756 134,269 Sports Zone (w) 2 - - - Women's Women's Journal (w) 65 30,250 465 19,800 MOD Filipina (w) 44 65,000 1,477 65,000 Woman Today (f) 29 60,000 2,069 60,000 Source: Nielsen Media Index Q1 2008, Nielsen Media Advertising Information Service

Average CPT (Colour): Peso 1,260

203 PHILIPPINES: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2007) categories (2007) Magazine expenditure* Magazine expenditure* Advertiser Peso (mill) Category Peso (mill) Unilever 64.4 Retail 188.2 Nestle 51.4 Telecoms 156.1 L'Oréal 46.3 Skin care 118.1 Rustan Commercial 40.5 Clocks/watches 81.9 United Laboratories 32.9 Proprietary drugs 68.0 Samsung Electronics 29.5 Textiles 64.7 Shoemart 24.8 Miscellaneous 63.5 Store Specialists 21.5 Office equipment 62.1 Philip Morris 20.7 Facial beautifiers & nail polish 59.9 DKT International 20.1 Hospitals, clinics & drugstores 52.1 Source: Nielsen Adquest Millenium Source: Nielsen Adquest Millenium *Based on rate cards *Based on rate cards Top ten magazine owners (2007) Magazine revenue* Owner Peso (mill) Summit Media 758.5 ABS-CBN Publishing 334.1 Mega Publishing Group 232.4 CMP Medica 69.3 5 Leaf Publishing 67.3 MVRS Publications 64.0 Airo Media International 58.4 C! Publishing 50.3 Great Minds Media 42.7 People's Independent Media 35.6 Source: Nielsen Adquest Millenium *Based on rate cards

204 PHILIPPINES: RADIO

RADIO

Number of urban radio households (2007): 6,901,000 (80.7%) Source: Nielsen Media Index Q1 2008

Number of commercial radio stations (2007): 959 Source: National Telcommunications Commission 2004

Average daily listening minutes per adult (2007): 154 Source: Radio Audience Measurement, Mega Manila Q1 2008 (M/F 10+)

Peak audiences Peak adult Peak audience Station Popular name time (000s) Mega Manila FM dzmbF Love Radio 0500-0900 990 dwrrF Alam Mo Na 'Yan! 0500-0900 397 dyesF Yes! FM 0500-0900 239 dwsmF Star FM 0500-0900 207 dwkyF Energy FM (Pangga) 0500-0900 127 dwnuF NU 107 0500-0900 73 dwlsF LS 0500-0900 70 dzrjF RJ 100 0500-0900 59 ifmF iFM 0500-0900 54 dwllF Mellow 94.7 0500-0900 35 dwrxF Monster Radio RX93.1 0500-0900 34 dwtmF Magic 89.9 0500-0900 32 dwrkF WRock 0500-0900 24 dwqzF Home Radio 0500-0900 23 dzfeF Master's Touch 0500-0900 3 dwbmF Crossover 0500-0900 3 dwrtF Hit FM 0500-0900 3 dwbrF Business Radio 0500-0900 2 dwavF Wave 89.1 0500-0900 2 dwetF Dream FM 0500-0900 1 dwlaF RJ Underground Radio 0500-0900 1 dwjmF Jam 88.3 0500-0900 1 dzruF xFM 0500-0900 - dwkxF Max FM 0500-0900 -

205 PHILIPPINES: RADIO

Peak audiences cont. Peak adult Peak audience Station Popular name time (000s) Mega Manila AM dzmmA Radyo Patrol Sais Trenta 0500-0900 502 dzrhA Kaunaunahan sa Pilipinas 0500-0900 258 dzbbA Super Radyo 0500-0900 175 dwxiA Radyo Pinagpala 0500-0900 85 dzasA Agapay ng Sambayanan 0500-0900 67 dzecA Radyo ng Pamilya 0500-0900 26 dzxlA RMN News Manila 0500-0900 22 dzrbA Radyo ng Bayan 0500-0900 22 dwwwA Radyo Walang Takot 0500-0900 16 dzrvA Radyo Veritas 0500-0900 12 dwblA DWBL 0500-0900 7 dwadA DWAD 0500-0900 6 dzemA Tinig ng Katotohanan 0500-0900 3 dzrjA Radyo Bandido 0500-0900 2 dzxqA Kibigan ng Masa 0500-0900 1 dzmeA Radyo Uno 0500-0900 1 dzsrA Sports Radio 0500-0900 1 dzarA Sonshine Radio 0500-0900 1 dwizA Todong Lakas! 0500-0900 1 dzupA Voice in the State 0500-0900 - dzhhA Air Force Radio 0500-0900 - dwddA Armed Forces Radyo 0500-0900 - dwbcA DWBC 0500-0900 - dzrmA Radyo Magazine 0500-0900 - dwssA DWSS 0500-0900 - dwanA DWAN 0500-0900 - Source: Radio Audience Measurement, Mega Manila Q1 2008 (M/F 10+)

206 PHILIPPINES: RADIO

Top ten radio Top ten radio product advertisers (2007) categories (2007) Radio expenditure* Radio expenditure* Advertiser Peso (mill) Category Peso (mill) United Laboratories 2,859.8 Gov't agencies & public utilities 2,268.3 Unilever 1,434.2 Telecoms 2,062.8 Radio Global Media Arts Network 862.2 Proprietary drugs 1,845.1 Charity Sweepstakes Office 554.6 Cough & cold remedies 1,667.1 Tanduay Distillers 532.1 Miscellaneous 1,376.2 Nestle 486.3 Vitamins & tonics 1,123.0 San Miguel Brewing Group 481.4 Hair care 1,060.2 Petron 396.1 Education 780.0 Procter & Gamble 368.2 Retail 662.7 Cons. Distillers of the Far East 341.2 Beer 651.4 Source: Nielsen Media Research Source: Nielsen Media Research *Based on rate cards *Based on rate cards Top ten radio owners (2007) Radio revenue* Owner Peso (mill) 5,993.1 GMA Network 4,749.2 Manila Broadcasting Company 4,278.6 ABS-CBN 1,926.9 Bombo Radyo 660.0 Quest Broadcasting 555.5 Aliw Broadcasting Corp. 532.4 Audiovisual Communicators 465.1 Progessive Broadcasting Corp. 460.7 Blockbuster Broadcasting System 460.1 Source: Nielsen Media Research *Based on rate cards

207 PHILIPPINES: OUTDOOR

OUTDOOR Top ten outdoor Top ten outdoor product advertisers (May 2008) categories (May 2008) Outdoor expenditure Outdoor expenditure Advertiser Peso (mill) Category Peso (mill) Unilever 259.0 Retail 1,109.1 Procter & Gamble 212.4 Telecoms 869.3 United Laboratories 148.5 Textiles 834.0 Nestlé 136.8 Fast-food restaurants 526.4 Colgate-Palmolive 82.1 Soft drinks 306.9 Philip Morris 75.5 Hospitals, clinics & pharmacies 283.9 Unilever 51.3 Banks/finance 272.0 Sun Cellular 47.3 Office equipment 268.0 Procter & Gamble 25.7 Personal accessories 266.6 Pepsi 25.7 Footwear 262.0 Source: Nielsen Media Watch May 2008 Source: Nielsen Media Watch May 2008 Major outdoor contractors* (2008) Contractor OutComm MacGraphics Carranz Elev8 Media Trackworks RS Concepts Kinetic Worldwide Media Prime Spots Summit Billboards Source: ZenithOptimedia *Based on scope of services and number of sites handled

208 PHILIPPINES: CINEMA

CINEMA

Number of cinema screens: 900 Source: 4A's Media Factbook 2004 Average cost of a 60 sec. spot per screen per week: Peso 1,600 Source: 4A's Media Factbook 2004 Trend in admissions Admissions Gross takings (mill) Peso (mill) 2003 68.8 3,999 2004 63.7 4,780 Source: Screen Digest

Cinema audience profile Age % 15-24 12 25-34 29 35-49 34 50+ 25 Sex % Male 49 Female 51 Class % AB 2 C1 4 C2 12 DE 82 Source: Nielsen Media Index Q1 2008

209 PHILIPPINES: INTERNET INTERNET Adult internet users: 78% Source: Project Tribes 2.0 (Dec 2007) for Yahoo! Typical monthly cost of internet access: Peso 999 Source: PLDT myDSL Cost of display ads Typical CPM Type Peso Leaderboard (728 x 90) 100 Right rail (120 x 600) 89 Embedded text (458 x 60) 44 Sign-out page (300 x 250) 89 Source: Multiply Philippines, 2008 Rates Internet user profile Age % 13-16 22 17-20 22 21-24 20 25-29 15 30-34 9 35-44 9 45+ 5 Sex % Male 52 Female 48 Household income (Peso) % 25,000 and below 23 25,001 and above 76 Source: Project Tribes 2.0 (Dec 2007) for Yahoo!, AC Nielsen Top ten internet sites (2008) Top search engines (2007) Unique visitors % of Site per month Search engine total searches Yahoo! PH 5,300,000* Yahoo 61 Friendster 9,000,000 Google 37 YouTube - Hotmail 10 Google.com.ph - MSN 1 Google - Friendster 1 Multiply 2,300,000 Source: Nationwide Urban Media Atlas Wikipedia - 2007-08 Waves 1 & 2 Blogger.com - Y8 - Imeem 1,427,000 Source: Alexa.com, Oct 2008, Supplier Data *for Y! Mail

210 PHILIPPINES: OVERALL

OVERALL Top ten overall advertisers (2007) Media expenditure Advertiser Peso (mill) Unilever 17,214.6 Procter & Gamble 12,014.6 United Laboratories 8,440.2 Colgate Palmolive 6,957.5 Nestlé 6,768.8 Globe Telecom 2,557.9 Smart Communications 2,494.8 Johnson & Johnson 2,430.6 Globe Tel/Innove Com./Smart Com./Piltel 1,892.0 Coca-Cola 1,854.6 Source: Nielsen Adquest Millenium *Based on rate cards

Top ten overall product categories (2007) Media expenditure Category Peso (mill) Hair care 17,581.4 Telecoms 14,385.2 Gov't agencies & public utilities 9,943.7 Laundry products 6,083.1 Cough & cold remedies 5,683.1 Vitamins & tonics 5,415.9 Powdered milk 5,265.3 Proprietary medicines 5,254.7 Other food 5,098.3 Skin care 4,927.9 Source: Nielsen Adquest Millenium *Based on rate cards

211 SINGAPORE: ECONOMIC DATA

SINGAPORE ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 1.42 S$ at 2008 rate

Gross Domestic Product (S$ billion) at current prices 153.4 158.2 162.4 185.4 201.3 221.1 251.6 257.4 % change -4.0 3.1 2.7 14.2 8.6 9.9 13.8 2.3 at 2008 prices 172.3 178.4 182.3 204.6 221.3 240.5 268.0 257.4 % change -4.9 3.5 2.2 12.2 8.2 8.7 11.4 -3.9

Gross Domestic Product per capita (S$ 000s) at current prices 37.4 38.4 39.1 44.1 47.1 50.7 56.0 55.7 at 2008 prices 42.0 43.3 43.9 48.7 51.8 55.2 59.7 55.7

Gross Domestic Product (US$ billion) at current prices 108.4 111.8 114.8 131.0 142.3 156.3 177.8 181.9 at 2008 prices 121.8 126.1 128.8 144.6 156.4 170.0 189.4 181.9

Gross Domestic Product per capita (US$ 000s) at current prices 26.4 27.1 27.7 31.2 33.3 35.8 39.6 39.4 at 2008 prices 29.7 30.6 31.0 34.4 36.6 39.0 42.2 39.4

Population Millions 4.1 4.1 4.2 4.2 4.3 4.4 4.5 4.6

Consumer Price Index 2008=100 89.0 88.7 89.1 90.6 91.0 92.0 93.9 100.0 % change 1.0 -0.4 0.5 1.7 0.4 1.1 2.1 6.5

Adspend as a % of GDP 1.00 1.07 1.09 1.10 0.93 0.88 0.79 0.82

Advertising Expenditure Growth (%) at current prices 2.7 9.4 4.7 15.1 -8.3 4.1 3.1 5.9 at 2008 prices 1.7 9.8 4.2 13.2 -8.7 3.0 1.0 -0.6 Source: IFS, ZenithOptimedia

212 SINGAPORE: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in S$ million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,185 575 58 434 54 15 49 0 1999 1,216 610 62 410 62 18 54 0 2000 1,500 751 68 504 77 22 78 0 2001 1,541 680 72 557 115 22 96 0 2002 1,686 692 65 696 130 13 90 0 2003 1,766 682 90 724 166 10 94 0 2004 2,033 740 94 889 189 12 110 0 2005 1,864 734 96 725 178 13 118 0 2006 1,940 758 121 764 153 12 132 0 2007 1,968 825 123 683 144 15 178 32 2008 2,096 855 119 734 153 17 219 22

Advertising expenditure in S$ million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,364 662 67 499 62 17 56 0 1999 1,398 701 72 471 72 20 63 0 2000 1,702 851 77 572 87 25 89 0 2001 1,731 764 81 625 129 25 107 0 2002 1,902 781 73 785 147 15 102 0 2003 1,982 765 101 813 186 11 106 0 2004 2,244 817 103 981 208 13 121 0 2005 2,049 807 106 797 196 14 130 0 2006 2,110 824 132 831 166 13 144 0 2007 2,096 879 131 727 153 16 190 34 2008 2,096 855 119 734 153 17 219 22 Source: AC Nielsen, SRS Adex, NMR Notes: 1) Before discounts 2) Excludes production costs 3) Includes some classified advertising ('display classifieds' for banking/finance, cars, leisure/travel and property) 4) Includes agency commission (15%)

Main advertising restrictions Tobacco: Banned. Alcohol: Banned during children's programmes. Pharmaceutical: Must be approved by the Health Science Authority. Political: Banned.

213 SINGAPORE: POPULATION

POPULATION

Land area (km²) 683 Languages Chinese, Malay, Tamil, English Currency Singapore Dollar (S$)

Population by age Male Female Total (000s) (000s) (000s) 16-24 329 323 652 25-34 405 376 781 35-44 413 361 774 45-54 342 326 668 55-64+ 387 429 816 Total 1,876 1,815 3,691 Source: The Nielsen Company, IMS 2008

Adult status Male Female Total (000s) (000s) (000s) AB 446 164 610 C1 176 181 357 C2 181 289 470 D 542 171 713 E 485 926 1,411 Total 1,830 1,731 3,561 Source: The Nielsen Company, IMS 2008

Definition of adult status AB = professional/managerial C1 = executive C2 = white collar skilled D = blue collar skilled & unskilled E = national servicemen, housewives, students, retired and unemployed

214 SINGAPORE: TELEVISION

TELEVISION

Number of households: 1,138,000

Number of television households: 1,138,000 (100%)

Television homes with: Colour 99.0% VCR 27.0% DVD 76.0% PVR/DVR 28.0% Multiset 64.0% Cable (pass) 99.0% Cable (connection) - total 48.0% Digital cable (connection) 48.0% Digital terrestrial television (DTT) 0.3% IPTV 8.8% Source: TNS, The Nielsen Company IMS 2008

TV licence cost (per year): S$110

Average minutes viewed per day per adult: 172

Average pay-TV subscription cost Average monthly subscription S$ Cable (analogue) 24 Cable (digital) 28 DTT 10 IPTV 25 Source: Pay TV operators (SingTel, Starhub, )

215 SINGAPORE: TELEVISION Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Terrestrial 100 24 2,016 100 24 2,016 100 11-16 1,044 Suria 100 10 840 100 15 1,260 Vasantham 100 10 840 Channel News Asia 100 24 2,016 Cable A1 - 24 - Animal Planet - 24 - Asia Plus - 24 - Asian Food Channel - 24 - AXN - 24 - BBC - 24 - Cartoon Network - 24 - - 24 - International - 24 - CNBC - 24 - CNN - 24 - CTI TV - 24 - Discovery - 24 - Discovery Travel & Living - 24 - E-City - 24 - E! ENTERTAINMENT - 24 - ESPN - 24 - Fashion TV - 24 - Fox Crime - 24 - Football Channel - 24 - Hallmark - 24 - Horse Racing Channel - 24 - Jim Jam - 24 - MTV Asia - 24 - MTV Mandarin - 24 - National Geographic - 24 - National Geographic Wild - 24 - Nickelodeon - 24 - Sensasi - 24 - - 24 - - 24 - Star Movies - 24 - StarWorld - 24 - Star Plus - 24 - Supersports - 24 - TVBJ - 24 - TVBS - 24 - TVB 8 - 24 - Vannathira - 24 - Vijay - 24 - VV Drama - 24 - - 24 - Source: Mediacorp TV/Starhub Cable

216 SINGAPORE: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time S$ (000s) S$ Channel 8 1900-2400 8,500 396 21.5 Channel U 1900-2400 5,000 152 32.9 Channel 5 1900-2400 7,000 111 63.1 Vasantham 1900-2400 1,500 24 62.5 Suria 1900-2400 2,000 32 62.5 Channel News Asia 1900-2400 5,300 18 294.4 OKTO 1900-2400 2,000 - - Source: Taylor Nielsen Sofres (TNS)

Average CPT (all commercial channels): S$ 42.7

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Adults 15+ S$ (000s) Channel 8 54.2 330,033 Channel U 17.3 97,662 Channel 5 13.3 184,526 Vasantham 5.6 3,722 Suria 4.4 30,042 Channel News Asia 4.1 43,506 OKTO 1.1 9,923 Central * - 35,113 Source: Taylor Nielsen Sofres (TNS) *19 Oct 2008: Central (previously a combination of Kids Central, Arts Central and Vasantham Central) was repositioned as OKTO (an English-language lifestyle channel for kids, teens and the arts). Vasantham Central was relaunched as a dedicated channel.

Top ten television programmes (2008) Adult 15+ Programme Channel TVR Channel 8 21.8 Nanny Daddy Channel 8 19.8 Beach.Ball.Babes Channel 8 18.1 La Femme Channel 8 17.5 Crime Busters X 2 Channel 8 17.3 The Truth Channel 8 16.8 The Defining Moment Channel 8 16.1 3-Plus-1 Channel 8 16.1 Ten Brothers Channel 8 15.7 Rhythm of Life Channel 8 15.3 Source: Taylor Nielsen Sofres (TNS)

217 SINGAPORE: TELEVISION

Top ten television advertisers (2008) TV expenditure Advertiser S$ (000s) Mediacorp 57,875 Procter & Gamble 19,760 Yumibrands 13,656 Warner Music 13,307 Reckitt Benckiser 12,937 Singtel 12,617 Unilever 12,182 GlaxoSmithKline 11,092 Asia Pacific Breweries 10,042 Colgate Palmolive 9,989 Source: The Nielsen Company, Adquest

Top ten television product categories (2008) TV expenditure Category S$ (000s) Agricultural/industrial 212,797 Beverages (non-alcoholic) 138,894 Auto 119,782 Beverages (alcoholic) 90,102 Food 52,866 Clothes/bags/watches/jewellery/opt/photo/toys 33,037 Congratulatory announcements 31,402 Hotels/restaurants 31,310 Household 29,820 Pharmaceuticals 12,088 Source: The Nielsen Company, Adquest

Top television sales houses (2008) TV revenue Sales house S$ (000s) Mediacorp 734,527 Source: The Nielsen Company, Adquest

218 SINGAPORE: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly N=National F=Free Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) S$ S$ S$ Dailies (Mon-Wed) (d, N) 381 1,334 23,306 17.5 33,206 The Straits Times (Thu-Fri) (d, N) 381 1,334 24,991 18.7 34,891 The Straits Times (Sat) (d, N) 381 1,334 25,272 18.9 35,172 Today (Mon-Wed) (d, F) 300 621 9,100 14.7 12,376 Today (Thu-Fri) (d, F) 300 621 10,500 16.9 14,280 Today (Sat) (d, F) * 200 421 5,600 13.3 8,120 (d, F) * 180 162 3,762 23.2 7,762 (d, N) 174 597 14,515 24.3 22,015 (Mon-Wed) (d, N) 122 466 7,579 16.3 10,579 Lianhe Wanbao (Thu-Sun) (d, N) 120 445 8,440 19.0 12,440 (Mon-Wed) (d, N) 118 375 6,273 16.7 9,273 Shin Min Daily News (Thu-Sun) (d, N) 117 364 7,399 20.3 11,399 (d, N) 111 531 3,168 6.0 5,568 Berita Harian (d, N) 62 244 4,752 19.5 8,202 The Business Times (d, N) 33 86 6,998 81.4 9,598 The Business Times (Sat) (d, N) * 33 86 2,673 31.1 5,273 (d, N) * 11 32 2,592 81.0 6,592 Sundays The Sunday Times (d, N) 389 1,323 24,149 18.3 34,049 Lianhe Zaobao on Sunday (d, N) 174 597 14,515 24.3 22,015 The New Paper on Sunday (d, N) 111 490 3,168 6.5 5,568 Berita Minggu (d, N) 68 273 5,702 20.9 9,352 Tamil Murasu Sunday (d, N) * 11 54 3,240 60.0 7,240 Weeklies zbComma (w, N) * 50 100 1,782 17.8 2,482 (w, N) * 39 71 1,782 25.1 2,482 Tabla! (w, F) * 30 60 1,505 25.1 3,505 Source: The Nielsen Company IMS 2008, Rate Cards All based on NewsSection Loading, except (*) ROP

Average CPT (B/W): S$18.5

219 SINGAPORE: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser S$ (000s) Category S$ (000s) 52,131 Telecommunications 43,688 Dairy Farm International 19,727 Media 42,521 NTUC 18,876 Travel 37,712 Singtel 15,000 Supermarkets/food stores 37,308 Courts 13,996 Property 30,233 Starhub 13,523 Education 30,165 Far East Organization 11,963 Auto 26,455 9,294 Beauty & fitness services 26,103 HSBC 9,194 Banking/finance 24,680 DBS Bank 8,039 Credit/debit cards 24,331 Source: The Nielsen Company, Adquest Source: The Nielsen Company, Adquest

Top ten newspaper owners (2008) Newspaper revenue Owner S$ (000s) SPH 728,634 Mediacorp 126,365 Source: The Nielsen Company, Adquest

220 SINGAPORE: MAGAZINES MAGAZINES

Magazines m=monthly bm=bimonthly q=quarterly Adult Full page Adult CPT Full page ba=biannual E=English C=Chinese Circulation readership Colour Colour B/W Title (000s) (000s) S$ S$ S$ Women's Her World (E, m) 70 200 4,290 21.5 3,220 Singapore Women's Weekly (E, m) 65 112 4,200 37.5 2,730 Cleo (E, m) 62 124 4,400 35.5 2,870 Female (E, m) 60 116 4,200 36.2 - Simply Her (E, m) 50 110 3,500 31.8 2,270 Style (E, m) 40 65 3,800 58.5 - Shape (E, m) 40 64 3,500 54.7 2,600 Elle (E, m) 40 55 4,950 90.0 3,250 L'Officiel (E, m) 30 100 5,940 59.4 - Icon (C, m) 28 56 4,500 80.4 - Style Weddings (E, ba) 25 48 3,800 79.2 - Nuyou (C, m) 25 30 2,600 86.7 - Female Business (E, q) 25 - 4,500 - - Female Brides (E, ba) 25 - 4,000 - - Harper's Bazaar (E, m) 25 - 4,300 - 2,795 Nuyou Time (C, a) 20 - 3,200 - - Her World Brides (E, q) 13 42 3,000 71.4 2,250 Men's Home Team NS (E, bm) 160 320 2,000 6.3 1,300 FHM (E, m) 50 70 4,950 70.7 - New Man (E, m) 40 - 4,400 - - Men's Health (E, m) 30 90 3,800 42.2 - August (E, m) 25 100 5,940 59.4 5,280 Men's Mode (E, ba) 13 - 4,200 - - Men's Folio (E, bm) 10 62 4,200 67.7 - Grandeur (C, m) 10 50 4,000 80.0 - Fashion Catalog (E, m) 30 - 3,300 - - Entertainment Telescope (E/C, m) 150 225 5,000 22.2 - I-weekly (C, w) 125 339 3,840 11.3 2,400 U-weekly (C, w) 80 300 3,900 13.0 - 8 Days (E, w) 75 - 3,360 - 2,100 First (E, m) 40 120 3,800 31.7 - Manja (M, m) 40 86 2,500 29.1 - Lifestyle Lifestyle (E, m) 182 224 5,700 25.4 - Just U (E, bm) 150 375 4,800 12.8 - Singapore Shopping Guide (E, q) 150 375 6,000 16.0 - I-S (E, w) 50 150 3,600 24.0 - Lifestyle (C, m) 47 47 5,700 121.3 - Juice (E, m) 30 100 2,700 27.0 - The Expat (E, m) 15 75 4,900 65.3 - Platinium (Amex) 5 15 6,320 421.3 -

221 SINGAPORE: MAGAZINES Magazines cont. m=monthly bm=bimonthly q=quarterly Adult Full page Adult CPT Full page E=English C=Chinese Circulation readership Colour Colour B/W Title (000s) (000s) S$ S$ S$ Society Prestige (E, m) 16 96 5,940 61.9 5,280 Prestige Lifestyles (E, a) 16 96 5,940 61.9 - The Peak (E, m) 14 40 5,602 140.1 - Singapore Tatler (E, m) 14 21 8,118 386.6 - Millionairasia (E, q) 10 40 5,000 125.0 - Teens Seventeen (E, m) 40 46 3,800 82.6 - Lime (E, m) 35 37 2,500 67.6 - Teens (E, m) 34 60 2,600 43.3 2,000 Teenage (E, m) 30 120 2,500 20.8 - Business Business Visitor (E, m) 40 120 3,000 25.0 - Smart Investor (E, m) 22 - 4,800 - - BizQ (E, q) 20 90 3,500 38.9 - Marketing (E, m) 10 40 4,690 117.3 4,690 Cars/motoring BMW (E, 3 times a year) 28 - 4,300 - - Torque (E, m) 25 29 3,000 103.4 - Motoring (E, m) 20 42 3,300 78.6 2,100 Dining Eve (C, bm) 30 45 2,800 62.2 Wine & Dine (E, m) 20 150 4,500 30.0 - Appetite 15 75 5,000 66.7 - Food & Travel (E, m) 15 60 3,200 53.3 - Home interior Square Rooms (E, bm) 32 160 2,600 16.3 - d+a (E, bm) 30 120 3,200 26.7 2,000 Home & Décor (E, m) 27 46 3,000 65.2 2,000 Space (E, bm) 24 - 3,200 - - Home Concepts (E, m) 21 - 2,800 - - Parenting Young Families (E, bm) 88 70 2,700 38.6 - Today's Parents (E, m) 30 75 3,000 40.0 - Young Parents Baby (E, q) 25 60 2,500 41.7 - Mama Bao Bei (C, bm) 22 - 3,000 - 2,500 Motherhood (E, m) 15 45 2,500 55.6 - Mother and Baby (E, m) - 30 1,800 60.0 - Travel SilverKris (E/C, m) 100 1,600 23,000 14.4 - Where 40 160 3,800 23.8 - Silk Winds (E/C, bm) 38 150 6,300 42.0 - Sporting/fitness interest Golf (E, m) 57 - 4,500 - 3,500 Asian Divers (E, m) 40 80 3,500 43.8 - Golf Asia (E, m) 20 - 4,800 - - Golf Vacations (E, q) 17 - 4,950 - 2,950 Source: The Nielsen Company, IMS 2008, Rate Cards

Average CPT (Colour): S$33.5

222 SINGAPORE: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser S$ (000s) Category S$ (000s) L'Oréal 4,680 Skincare 11,691 LVMH 3,504 Fashion outlets 11,172 MediaCorp 2,670 Watches/clocks 9,682 NTUC 1,981 Beauty/fitness 6,622 Estée Lauder 1,578 Jewellery 5,637 FJ Benjamin 1,562 Media 4,944 Chanel 1,557 Cosmetics 4,412 Swatch Group 1,554 Shopping centres 3,192 Procter & Gamble 1,520 Perfume/cologne 2,473 Comp. Financière Richemont 1,452 Restaurants 2,405 Source: The Nielsen Company, Adquest Source: The Nielsen Company, Adquest

Top ten magazines Top ten magazine (2008) sales houses (2008) Magazine revenue Magazine revenue Owner S$ (000s) Sales house S$ (000s) Her World 12,758 SPH Magazines 43,348 Singapore Tatler 11,201 Mediacorp 27,751 I-weekly 8,484 ACP 17,619 Female 8,270 Edipresse 11,201 U-weekly 7,989 NTUC Media 6,376 8 Days 7,806 Crane Culture 4,540 Singapore Women's Weekly 5,885 Eastern Publishing 2,706 Harper's Bazaar 5,874 Reader's Digest 2,328 Cleo 5,861 Lexicon Group 1,637 Elle 4,752 Key Editions 688 Source: The Nielsen Company, Adquest Source: The Nielsen Company, Adquest

223 SINGAPORE: RADIO

RADIO

Number of radio households: 722,000 Source: The Nielsen Company

Number of commercial radio stations: 16 Source: The Nielsen Company

Average daily listening minutes per adult: 120 Source: The Nielsen Company

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time (S$) (000s) (S$) National 938LIVE news/talk 0645-1000 290 215 1.3 987FM pop 2000-2400 300 251 1.2 pop 0600-1100 650 453 1.4 Gold 90.5 classic pop 0645-1000 300 326 0.9 Symphony 92.4 classical 0645-1000 100 115 0.9 Capital 95.8 Mandarin pop 0600-1000 330 415 0.8 Love 97.2 Mandarin pop 1000-1400 300 423 0.7 Yes 93.3 Mandarin pop 0645-1000 430 494 0.9 Ria 89.7 Malay pop 1000-1400 80 154 0.5 Warna 94.2 Malay pop 1000-1400 160 282 0.6 Oli 96.8 Indian pop 0645-1000 120 183 0.7 Power 98 pop 0700-1000 200 122 1.6 Radio 100.3 Mandarin pop 0600-1000 320 151 2.1 Radio 91.3 pop 0600-1000 240 82 2.9 88.3 Jia FM Mandarin pop 0700-1000 140 121 1.2 LUSH 99.5 arts 1700-2000 100 24 4.2 Source: The Nielsen Company, IMS, MI 2008, Rate Cards

Average CPT (all commercial stations): S$1.1

224 SINGAPORE: RADIO

Top ten radio advertisers (2008) Radio expenditure Advertiser S$ (000s) Mediacorp 13,577 Harvey Norman 6,278 Matsushita Greatwall 5,200 Co-Share 3,020 DBS Bank 2,949 Exxonmobil 2,705 Huay Feng Hang 2,598 Ministry of Defence 2,535 Nat'l Environment Agency 2,526 Singapore Work Force Dev. Agency 2,306 Source: The Nielsen Company, Adquest

Top ten radio product categories (2008) Radio expenditure Category S$ (000s) Media 14,969 Govt/soc/med services 14,941 Retail 14,308 Entertainment 13,071 Pharmaceuticals 12,807 Auto 6,422 Travel 6,172 Banking/investment 5,790 Credit/debit cards & trav. cheques 5,296 Furnishing/repairs 5,228 Source: The Nielsen Company, Adquest

Top radio owners (2008) Owner Mediacorp Radio Safra Radio SPH UnionWorks Source: The Nielsen Company, Adquest

225 SINGAPORE: OUTDOOR

OUTDOOR

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month (S$) Bus stops 6-sheet 3,800 2,500 - 5,000 Wholly-painted double-deck bus - 3,400 - 5,500 Wholly-painted single-deck bus - 1,650 - 2,500 Wholly-painted + top - 380 MRT 12-sheet trackside - 12,200 - 62,000 MRT platform screen doors - 13,800 - 27,800 MRT concept train - 24,000 - 29,300 MRT concourse lightbox 12 2,400 MRT large format lightbox 20 6,000 - 8,000 Source: Rate Card, Media Kit

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser S$ (000s) American Express 8,389 Mastercard 6,787 Citibank 6,226 Nokia 5,215 Sony Corporation 5,132 Asia Pacific Breweries 4,121 Goh Joo Hin 3,284 Far East Organization 3,272 Fraser And Neave Limited 2,806 Standard Chartered Bank 2,247 Source: The Nielsen Company, Adquest

226 SINGAPORE: OUTDOOR

Top ten outdoor product categories (2008) Outdoor expenditure Category S$ (000s) Services 101.0 Agricultural/industiral & commercial 23.0 Beverages (alcoholic & non-alcocholic) 20.0 Entertainment (hotels/restaurants) 14.0 Retail 13.3 Fashion 13.0 Toiletries 11.0 Pharmaceuticals 8.0 Food 6.5 Household 6.5 Source: The Nielsen Company, Adquest Top ten outdoor contractors (2008) Contractor JCDecaux Clear Channel Moove Media SMRT Eye Corp Mango Media SPH MBO P.O.A.D Suntec Singapore International Convention & Exhibition Center Posterscope Source: Marketing-interactive.com

227 SINGAPORE: CINEMA CINEMA Number of cinema screens Golden Village: 73 Cathay: 41 Eng Wah: 20 Filmgarde: 14 Source: operators Average cost of a 60 sec. spot per screen per week: Golden Village: S$1,540 Cathay Prime - Orchard Cineleisure & The Cathay: S$2,000 Cathay Suburb - CWP, DTE & AMK Hub: S$800 Eng Wah Greater City - Suntec: S$1,200 Eng Wah Suburb - Jubilee, Toa Payoh & WestMall: S$800 Filmgarde Greater City - KLP & Iluma: S$1,200 Average CPT: S$5+ Number of screens used in typical national campaign: 30-35 Source: Cathay/Eng Wah/Filmgarde/Golden Village Trend in admissions Admissions (mill) 2003 14.6 2004 15.8 2005 15.1 2006 15.5 2007 17.9 2008 19.1 Source: Singapore Yearbook of Statistics & Monthly Digest of Statistics Cinema audience profile Age % 16-24 54 25-34 30 35-49 10 50+ 6 Sex % Male 56 Female 44 Income (S$)/month % Not earning 45 Below 1,000 14 1,000 - 2,000 20 2,001 - 3,000 3 3,001 - 4,000 7 4,001 - 5,000 2 Above 5,000 9 Source: The Nielsen Company, IMS 2008

228 SINGAPORE: CINEMA

Top ten films (2008) Gross takings Film S$ (mill) Kung Fu Panda 5.9 Iron Man 5.2 The Dark Knight 5.2 Money No Enough 2 4.9 Madagascar: Escape 2 Africa 4.2 The Mummy: Tomb Of The Dragon Emperor 4.2 Indiana Jones and the Kingdom of the Crystal Skull 3.8 Quantum Of Solace 3.7 The Forbidden Kingdom 3.4 CJ7 3.1 Source: Exhibitor Top ten cinema advertisers (2008) Cinema expenditure Advertiser S$ (000s) Carlsberg 1,833 Police Force 946 Canon 886 Visa 756 Swatch Group 755 Asia Pacific Breweries 726 Nokia 654 Ministry Of Community Development, Youth & Sports 617 Nat'l Environment Agency 500 DBS 376 Source: The Nielsen Company, Adquest Top ten cinema product categories (2008) Cinema expenditure Category S$ (000s) Beer 2,560 Government services 1,922 Telecommunications 1,385 Corporations 1,304 Watches/clocks 917 Credit/debit cards & trav. cheques 823 Social services 765 Energy/isotonic drinks 564 Photography 543 Restaurants 433 Source: The Nielsen Company, Adquest

229 SINGAPORE: INTERNET

INTERNET

Homes with internet connection: 864,880 (76.0%) Source: IDA Adult internet users (Age 15+): 2,324,000 (63.0%) Source: Nielsen Adult internet users with home broadband: 2,768,250 (75.0%) Source: IDA Typical monthly cost of internet access: S$59 Source: Nielsen

Average minutes spent online Per day Adults Total 271 Source: The Nielsen Company, IMS 2008

Cost of display ads Top ten search keywords Typical cost per thousand Keyword Type (S$) Singapore Expandable banners 6-19 lyrics Homepage OTPs/overlay (per day) 6,000-22,000 youtube Standard banners (range of sizes) 0.9-5 youtube In-page video banners 5-24 yahoo Source: ZenithOptimedia map google Internet user profile games Age % wiki 16-24 25.5 games 25-34 27.7 Source: Performics (2008 results) 35-54 39.1 55+ 7.8 Sex % Male 53.6 Female 46.4 Source: The Nielsen Company, IMS 2008

230 SINGAPORE: INTERNET

Top ten internet sites Top search engines (2008) Unique visitors Search engine Site per month (000s) Google Google 2,134 Yahoo! Yahoo! 1,920 Windows Live Windows Live 1,914 MSN Facebook.com 1,837 Google Blog Search youtube.com 1,586 Source: Performics Live.com (Bing) 1,560 Yahoo! SG Homepage 1,492 Windows Live Hotmail 1,413 blogger.com 1,386 msn.com 1,252 Source: comScore Sep09

Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser S$ (000s) Category S$ (000s) Nokia 1,760.0 Telecommunications 3,227 Sony Corporation 1,411.0 Computer 2,902 HSBC 709.0 Banking/investment 2,494 Hewlett-Packard 581.0 Education 1,491 Dell 540.0 Airlines 1,252 Samsung 539.0 Other portals/internet 1,249 Canon 506.4 Entertainment 1,195 Learning Information Sys 505.7 Govt/soc/med services 873 ING Group 465.0 Electrical appliances 677 Citibank 464.7 Travel 669 Source: The Nielsen Company, Adquest Source: The Nielsen Company, Adquest

Top internet Top internet owners (2008) sales houses (2008) Owner Sales house Yahoo SEA Admax Online MSN Singapore CNET Networks APAC .com Interactive Hub PTE LTD Channel NewsAsia DLIVE Media HardwareZone Source: ZenithOptimedia Source: ZenithOptimedia

231 SINGAPORE: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Television78 93 - Newspapers75 87 - Magazines- 17 29 Radio56 71 74 Outdoor 50 97 81 Cinema- 11 28 Internet56 63 64 Source: The Nielsen Company, IMS 2008 OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser S$ (mill) Category S$ (mill) MediaCorp 82.0 Entertainment 197.0 Singapore Press Holdings 55.1 Retail 146.0 Singtel 32.0 Government 113.4 Dairy Farm International 28.4 Media 104.0 NTUC 24.0 Telecommunications 99.0 Starhub 24.0 Banking/investment 84.0 Procter & Gamble 24.0 Toiletries 77.4 Far East Organization 20.0 Education 77.0 Asia Pacific Breweries 20.0 Pharmaceuticals 75.1 Yum! Brands 19.4 Auto 67.0 Source: The Nielsen Company, Adquest Source: The Nielsen Company, Adquest Top media owners (2008) Media revenue Owner S$ (mill) MediaCorp TV 734.5 Singapore Press Holdings (NPP) 728.6 MediaCorp Press 126.4 MediaCorp Publishing 35.9 Singapore Press Holdings (Magazines) 35.2 Source: The Nielsen Company, Adquest

232 SOUTH KOREA: ECONOMIC DATA

SOUTH KOREA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 1,102 Won at 2008 rate

Gross Domestic Product (Won trillion) at current prices 622.1 720.5 767.1 826.9 865.2 908.7 975.0 1,023.9 % change 7.5 15.8 6.5 7.8 4.6 5.0 7.3 5.0 at 2008 prices 772.7 871.4 896.0 932.3 949.7 975.9 1,020.8 1,023.9 % change 3.3 12.8 2.8 4.0 1.9 2.8 4.6 0.3

Gross Domestic Product per capita (Won mill) at current prices 13.2 15.3 16.3 17.5 18.2 19.0 20.3 21.3 at 2008 prices 16.4 18.6 19.0 19.7 20.0 20.4 21.3 21.3

Gross Domestic Product (US$ billion) at current prices 564.5 653.8 696.1 750.3 785.1 824.6 884.7 929.1 at 2008 prices 701.2 790.7 813.0 845.9 861.8 885.5 926.3 929.1

Gross Domestic Product per capita (US$ 000s) at current prices 12.0 13.9 14.8 15.8 16.5 17.3 18.4 19.3 at 2008 prices 14.9 16.8 17.2 17.9 18.1 18.5 19.3 19.3

Population Millions 47.1 47.0 47.2 47.4 47.6 47.8 48.0 48.2

Consumer Price Index 2008=100 80.5 82.7 85.6 88.7 91.1 93.1 95.5 100.0 % change 4.1 2.8 3.5 3.6 2.7 2.2 2.6 4.7

Ad.spend as a % of GDP 1.08 1.08 1.00 0.93 0.93 0.95 0.95 0.86

Advertising Expenditure Growth (%) at current prices -1.3 16.0 -1.6 0.2 4.3 7.5 7.4 -4.8 at 2008 prices -5.1 13.0 -5.0 -3.3 1.5 5.2 4.7 -9.1 Source: IFS, ZenithOptimedia

233 SOUTH KOREA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in Won (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 3,625,709 2,297,975 167,539 1,049,898 110,297 - - - 1999 4,886,459 2,907,606 218,985 1,532,773 145,895 - - 81,200 2000 6,809,014 3,391,987 277,106 2,069,864 211,457 25,700 696,900 136,000 2001 6,723,845 3,364,617 291,989 1,964,633 199,106 27,200 748,300 128,000 2002 7,800,544 3,716,092 326,570 2,430,587 230,995 36,700 835,300 224,300 2003 7,675,010 3,709,848 298,221 2,355,327 227,414 42,200 686,100 355,900 2004 7,690,591 3,354,058 272,914 2,659,063 218,656 52,000 650,700 483,200 2005 8,017,605 3,420,451 333,945 2,640,648 224,261 50,000 685,800 662,500 2006 8,622,834 3,504,480 360,974 2,859,642 233,438 72,000 701,600 890,700 2007 9,262,388 3,820,425 400,861 2,902,818 233,404 75,600 561,280 1,268,000 2008 8,816,930 3,445,005 391,891 2,876,042 228,048 76,356 477,088 1,322,500

Advertising expenditure in Won (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 4,835,289 3,064,607 223,432 1,400,157 147,093 - - - 1999 6,461,786 3,844,978 289,583 2,026,918 192,930 - - 107,378 2000 8,804,055 4,385,839 358,298 2,676,334 273,414 33,230 901,092 175,848 2001 8,351,519 4,179,106 362,672 2,440,221 247,305 33,784 929,445 158,986 2002 9,433,884 4,494,197 394,950 2,939,523 279,363 44,385 1,010,202 271,266 2003 8,964,611 4,333,199 348,330 2,751,083 265,625 49,291 801,383 415,700 2004 8,670,666 3,781,493 307,694 2,997,929 246,521 58,627 733,624 544,778 2005 8,800,308 3,754,366 366,546 2,898,436 246,154 54,881 752,750 727,175 2006 9,260,236 3,763,532 387,657 3,071,027 250,694 77,322 753,462 956,541 2007 9,697,383 3,999,846 419,687 3,039,145 244,365 79,150 587,640 1,327,550 2008 8,816,930 3,445,005 391,891 2,876,042 228,048 76,356 477,088 1,322,500 Source: KADD, Ad Journal Notes: 1. Before discounts 2. Includes classified 3. Includes production costs 4. Includes agency commission (15%) 5. Internet includes display and search 6. Newspapers include free tabloids from 2005 7. Magazines include membership magazines from 2005 8. Outdoor costs were revised in 2004/2005 to exclude 'events'

Main advertising restrictions Tobacco: Not permitted on TV and radio. Alcohol: Only permitted on TV between 2200 and 0700, and on radio between 2000 and 0500. Political: Not on all media and only during election periods.

234 SOUTH KOREA: POPULATION

POPULATION

Land area km² 98,190 Capital city Language Korean Currency Won Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-15 5,077 4,580 9,657 16-24 3,152 2,897 6,050 25-34 4,149 3,912 8,062 35-44 4,338 4,148 8,486 45-54 3,632 3,557 7,189 55-64 2,083 2,185 4,268 65+ 1,835 2,751 4,586 Total 24,268 24,030 48,297 Source: Korea National Statistical Office (2005)

Adult status Male Female Total (000s) (000s) (000s) AB 2,778 1,559 4,337 C1 1,799 1,345 3,144 C2 1,773 2,207 3,980 D 1,076 977 2,053 E 4,476 1,287 5,762 Total 11,902 7,375 19,277 Source: Korea National Statistical Office (2005)

Definition of adult status AB = higher managerial, administrative, professional C1 = office worker C2 = service, sales worker D = agriculture, forestry, fishery E = unskilled, technical

235 SOUTH KOREA: TELEVISION

TELEVISION Number of households: 16,670,000 Number of television households: 16,670,000 (100%) Television homes with: Colour 100.0% VCR 45.4% DVD 28.0% PVR/DVR 80.8% Cable (connection) - total 77.8% Satellite dish (DTH) - total 5.2% Digital terrestrial television (DTT) 35.1% IPTV 17.1% Source: AGB NMR

No TV licence fee

Average minutes viewed per day per household: 288

Average pay-TV subscription cost Average monthly subscription KW (000s) Cable (analogue) 10 Cable (digital) 20 IPTV 20 Source: AGB NMR

236 SOUTH KOREA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial KBS1 100 20 - Commercial KBS2 - 20 840 MBC - 20 840 SBS - 20 840 EBS - 19 798 MBC Drama - 24 1,008 YTN - 24 1,008 KBS Drama - 24 1,008 - 24 1,008 OCN - 24 1,008 SBS Drama - 24 1,008 Champ - 24 1,008 Channel CGV - 24 1,008 tvN - 24 1,008 XTM - 24 1,008 Source: AGB NMR

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time KW (000s) (000s) KW (000s) KBS2 2000-2359 24,300 1,042 23.3 MBC 2000-2359 26,970 953 28.3 SBS 2000-2359 26,400 798 33.1 Source: AGB NMR

Average CPT (all commercial channels): KW 27,809

237 SOUTH KOREA: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults KW (000s) Non-commercial KBS1 23.4 24.8 - Commercial KBS2 22.7 22.2 745,128 MBC 26.1 25.8 503,258 SBS 24.9 24.9 457,149 EBS 2.9 2.3 25,646 Source: AGB NMR/KOBACO

Top ten television programmes (2008) Adult Programme Channel TVR Lee san MBC 20.9 Love or Hate KBS1 20.9 Mother is angry KBS2 20.6 First Wives' Club SBS 20.6 Daughter-in-law golden age KBS2 18.5 You're my destiny KBS1 18.4 Gold Bride SBS 17.2 Beijing Olympics MBC 16.2 New Heart MBC 15.8 East of Eden MBC 15.5 Source: AGB NMR Top ten television advertisers (2007) TV expenditure Advertiser KW (mill) Samsung Electronics 77,831 SK Telecom 68,784 KTF 47,047 LG Electronics 46,070 Hi-Mart 33,099 Hyundai Motors 28,404 Nong Shim 26,709 LG Telecom 25,846 Kia Motors 24,712 NamYang 22,539 Source: Nielsen Media Research

238 SOUTH KOREA: TELEVISION

Top ten television product categories (2007) TV expenditure Category KW (mill) Computers/IT 321,618 Finance/insurance 307,958 Food 204,474 Beverages 148,310 Transport 122,703 Cosmetic/sanitary 114,768 Construction/real estate 110,739 Home appliances 107,138 Service 105,914 Medicine/health care 92,840 Source: Nielsen Media Research

Top television owners (2008) TV revenue Owner KW (mill) MBC-TV 745,128 KBS-2TV 503,258 SBS-TV 457,149 EBS-TV 25,646 Source: KOBACO

Top television sales houses (2008) TV revenue Sales house KW (mill) KOBACO 1,855,217 Source: KOBACO

239 SOUTH KOREA: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) KW (000s) KW (000s) KW National dailies Chosun 2,300 4,438 44,400 10 72,150 Joongang 2,200 3,364 44,400 13 72,150 Donga 2,100 2,942 38,850 13 72,150 Maeil Business Newspaper 800 1,320 27,750 21 16,650 Hankyoreh 700 937 27,750 30 49,950 Korea Economic Daily 600 - 27,750 - 16,650 Hankook 600 - 27,750 - 49,950 Kyunghyang 450 839 22,200 26 44,400 Sports Chosun 300 651 16,650 26 11,100 Ilgan Sports 300 - 16,650 - 11,100 Munhwa 300 - 19,425 - 33,300 Seoul 300 - 19,425 - 33,300 Electronic Times 300 - 27,750 - 16,650 Sports Seoul 200 586 16,650 28 11,100 Kukmin 200 395 19,425 49 33,300 Seoul Economic Daily 200 - 19,425 - 13,875 Segye 200 - 19,425 - 33,300 Naeil 200 - 22,200 - 16,650 Sports Khan 180 - 11,100 - 5,550 Sports World 180 - 11,100 - 5,550 Money Today 150 - 13,875 - 11,100 Harald Business Newspaper 150 - 19,425 - 13,875 Financial News 150 - 19,425 - 11,100 Digital Times 150 - 22,200 - 16,650 Free dailies Metro 550 705 6,000 9 8,000 The Daily Focus 550 - 6,000 - 8,000 Am Seven 450 - 5,000 - 7,000 Sports Hankook 300 - 5,000 - 12,000 Nocut News 350 - 5,000 - 7,000 City 350 - 5,000 - 7,000 Regional dailies Busanilbo 700 - 18,315 - 13,875 Maeil Shinmun 300 - 15,540 - 12,765 Kwangjuilbo 250 - 13,320 - 9,990 Kookje Daily News 200 - 13,875 - 11,100 Jeonnamilbo 200 - 11,100 - 8,325 Youngnamilbo 80 - 12,765 - 8,325 Daejeonilbo 80 - 11,100 - 8,325 Kyeonggiilbo 50 77 5,550 72 4,440 Jeonbuk Dominilbo 50 60 8,325 139 5,550

240 SOUTH KOREA: NEWSPAPERS

Newspapers cont. Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) KW KW KW Jeonbukilbo 50 53 11,100 209 8,325 Kyeonginilbo 50 - 5,550 - 4,440 Jeonnam Maeil 50 - 8,325 - 5,550 Moodeungilbo 50 - 8,880 - 6,660 Daeguilbo 50 - 8,325 - 5,550 Kangwonilbo 30 71 8,880 125 6,660 Kangwon Dominilbo 30 45 7,215 160 5,550 Gyeongnam Shinmun 30 43 9,990 232 7,215 Gyeongnamilbo 30 43 8,325 194 5,550 Incheon Times 30 - 5,550 - 4,440 Jungbu Ilbo 30 - 4,440 - 2,775 Gyeongbuk Meail 30 - 8,880 - 6,660 Chungcheong Today 20 48 8,325 173 5,550 Gyeongsangilbo 20 37 8,880 240 6,660 Jungdoilbo 20 32 8,880 278 6,660 Joongbu Maeil 20 - 8,325 - 5,550 Chungcheong Times 20 - 11,100 - 8,325 Source: HRC, Welcomm ZenithOptimedia

Average CPT (B/W): KW 20,948

241 SOUTH KOREA: NEWSPAPERS

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser KW (mill) AIG Insurance 39,532 SK Telecom 37,486 Samsung 35,714 Lotte Department Store 31,546 Hyundai 29,899 LG Electronics 26,188 KTF 23,253 OneShotBoKa 23,186 HeungKuklife 21,401 Kia 20,769 Source: Nielsen Media Research

Top ten newspaper product categories (2008) Newspaper expenditure Category KW (mill) Services 510,019 Finance/insurance 363,393 Computers & telecommunications 314,029 Publications 305,408 Construction/real estate 276,160 Government & associations 229,365 Education & welfare 189,142 Pharmacies & medical institutions 163,506 Transportation equipment 160,193 Household goods 150,768 Source: Nielsen Media Research Top newspaper owners/sales houses (2008) Newspaper revenue Owner/sales house KW (bill) Chosun 270 Joongang 200 Donga 160 Maeil Business Newspaper 90 Korea Economic Daily 85 Source: Welcomm ZenithOptimedia

242 SOUTH KOREA: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) KW (000s) KW (000s) Current affiairs Sisa Journal (w) 110 478 2,500 5.2 Weekly Chosun (w) 100 464 2,500 5.4 Hankyoreh 21 (w) 80 345 2,500 7.2 Weekly Donga (w) 80 305 2,500 8.2 Newsweek (korean) (w) 80 107 2,500 23.4 Weekly Kyunghyang (w) 40 90 2,000 22.2 Weekly Hankook (w) 40 54 2,000 37.0 Sisa News(f) 40 52 2,500 48.1 Time (w) 40 - 2,500 - Joongang Sunday (w) 30 106 2,000 18.9 Economics Maekyung Economy (w) 70 169 1,600 9.5 Economist (w) 70 118 1,600 13.6 Hankyung Business (w) 50 95 1,600 16.8 Economic Review (w) 40 - 1,600 - Economy21 (w) 40 - 1,600 - Film & entertainment Cine 21 (w) 80 141 1,800 12.8 Movie Week (w) 50 - 1,500 - Sky Life (w) 40 17 1,500 88.2 General Monthly Chosun (m) 80 596 2,000 3.4 Shindonga (m) 80 417 2,000 4.8 Monthly Joongang (m) 30 265 2,000 7.5 Women's Woman Joongang (m) 60 2,244 2,000 0.9 Woman Sense (m) 60 1,409 2,000 1.4 Woman Donga (m) 55 2,573 1,800 0.7 Jubu Senghwal (m) 50 1,733 1,800 1.0 Lady Kyunghyang (m) 40 1,828 1,800 1.0 Woman Chosun (m) 40 888 1,800 2.0 Queen (m) 40 430 1,800 4.2 Lifestyle Full House Of Happiness (m) 45 341 5,000 14.7 Living Sense (m) 40 481 1,800 3.7 Maison (m) 40 66 3,000 45.5 Lemon Tree (m) 40 60 3,000 50.0 Casa Living (m) 35 38 3,000 78.9

243 SOUTH KOREA: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) KW (000s) KW (000s) Fashion Cosmopolitan (m) 50 75 3,500 46.7 Ceci (m) 45 371 3,000 8.1 Vogue Girl (m) 35 135 3,000 22.2 Instyle (m) 35 46 3,500 76.1 Elle (m) 30 322 3,500 10.9 Vogue (m) 30 281 3,500 12.5 Marie Claire (m) 30 143 3,000 21.0 Singles (m) 30 121 3,000 24.8 Elle Girl (m) 30 85 3,000 35.3 Sure (m) 30 43 3,000 69.8 W (m) 25 - 3,500 - Harper's Bazaar (m) 20 51 3,000 58.8 Allure (m) 20 30 3,000 100.0 Membership Noblesse (m) 50 90 3,500 38.9 Neighbor (m) 40 - 3,000 - Luxury (m) 35 79 3,500 44.3 Heren (m) 30 54 3,000 55.6 Haute (m) 25 - 3,000 - A Few (m) 25 - 3,000 - Department membership The galleria (m) 55 - 3,000 - Avenuel (m) 47 75 3,000 40.0 Style H (m) 45 71 3,000 42.3 Cooking Essen (m) 25 66 1,800 27.3 Cookand (m) 20 28 1,800 64.3 Men's Esquire (m) 40 183 3,000 16.4 GQ (m) 40 110 3,000 27.3 Luel (m) 40 - 3,000 - Men's Health (second) (m) 30 79 3,000 38.0 ARENA (second) (m) 30 61 3,000 49.2 Maxim (m) 20 86 3,000 34.9 Weddings My Wedding (m) 40 44 2,500 56.8 Wedding 21 (m) 35 - 2,000 - Childcare Good Mom (m) 80 - 1,500 - Ange (m) 45 45 1,800 40.0 Babee (m) 30 35 1,800 51.4 Best Baby (m) 30 25 1,800 72.0

244 SOUTH KOREA: MAGAZINES

Magazines cont. w=weekly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) KW (000s) KW (000s) Enfant (m) 30 - 2,500 - Economics (monthly) Economy Plus (m) 50 66 2,500 37.9 Money (m) 50 - 2,500 - Forbes (m) 50 - 2,500 - CEO (m) 45 - 2,500 - Source: HRC, Welcomm ZenithOptimedia

Average CPT (Colour): KW 7,810

245 SOUTH KOREA: MAGAZINES

Top ten magazine advertisers (2008) Magazine expenditure Advertiser KW (mill) Amore Pacific 10,088 LG Electornics 3,532 Samsung 3,452 Kolong FNC 2,517 Toyota 2,139 CJ 1,842 Honda 1,400 Orient Golf 1,270 Premier Automotive Korea 1,233 Nissan 1,151 Source: Nielsen Media Research

Top ten magazine product categories (2008) Magazine expenditure Category KW (mill) Fashion 121,479 Cosmetics/toiletries/detergents 72,646 Household goods 22,650 Precision machines & office equipment 21,397 Services 21,185 Transportation equipment 18,799 Pharmacies & medical institutions 16,465 Beverages/preferred food/cigarettes 14,543 Electric home appliances 14,276 Food 13,837 Source: Nielsen Media Research Top magazine owners/sales houses (2008) Magazine revenue Owner/sales house KW (bill) Joongang M&B 36 Doosan Magazine 33 Design House 38 HEM Korea 20 Seoul Munhwa 20 Gaya Media 20 MCK Publishing 13 Source: Welcomm ZenithOptimedia

246 SOUTH KOREA: RADIO

RADIO

Number of commercial radio stations: 23 Source: KOBACO

Average daily listening minutes per adult: 86 Source: HRC

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time KW (000s) (000s) KW (000s) National KBS2R AM All 0700-1000/1800-2100 493 320 1.5 KBS2R FM All 0700-1000/1800-2100 138 194 0.7 MBC AM All 0700-1000/1800-2100 887 2,148 0.4 MBC FM All 0700-1000/1800-2100 411 1,716 0.2 SBS AM All 0700-1000/1800-2100 162 111 1.5 SBS FM All 0700-1000/1800-2100 319 432 0.7 CBS AM All 0700-1000/1800-2100 464 190 2.4 CBS FM All 0700-1000/1800-2100 76 141 0.5 Source: Nielsen Media Research

Average CPT (all commercial stations): KW 1,780

247 SOUTH KOREA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser KW (mill) Category KW (mill) SK Telecom 4,339.0 Finance/insurance 48,000 SK Energy 3,761.4 Computers & telecommunications 27,035 Samsung 3,621.8 Construction/real estate 20,658 Hi-Mart 3,062.2 Services 17,239 GM Daewoo 2,714.2 Transportation equipment 13,514 Hyundai 2,643.9 Food 13,458 KT 2,472.0 Pharmacies & medical institutions 11,980 Wongjin Coway 2,362.3 Distribution 10,238 Korea Investment & Securities 2,354.9 Household goods 10,068 LG Electronics 2,159.8 Cosmetics/toiletries/detergents 8,530 Source: Nielsen Media Research Source: Nielsen Media Research

Top ten radio Top radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner KW (mill) Sales house KW (mill) MBC-AM 91,958 KOBACO 248,782 MBC-FM 49,924 Source: KOBACO CBS-AM 29,271 KBS-2R 16,535 SBS-FM 14,685 BBS-FM 11,031 KBS-2FM 11,258 PBC-FM 9,813 SBS-AM 7,376 CBS-FM 6,927 Source: KOBACO

248 SOUTH KOREA: OUTDOOR

OUTDOOR

Type, size and cost of sites Type of Cost per panel Size of display display per month (KW) 10×20 rooftop billboard30,000 10×20 neon signboard35,000 8×12 LED signboard 12,000 3.7×1 bus exterior poster 6,500 4×2.25 subway wide colour 2,400 1.2x1.75 island shelter (1 panel) 1,400 1.3x1.8 bus shelter (1 panel) 1,600 2.1x1.7 subway screen door 6,020 Source: Welcomm ZenithOptimedia estimates

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser KW (mill) Samsung 17,420 SK Telecom 14,841 LG Electronics 11,144 KT 15,367 Hyundai 8,676 Hi-mart 7,104 Kia 6,651 AMORE 6,368 Lotte Department 5,657 CJ 4,848 Source: Welcomm ZenithOptimedia estimates

Top outdoor contractors (2008) Outdoor revenue Contractor KW (mill) Jeonhong 80,000 Kwangin 25,000 Jsadcom 44,000 Inpoong 24,000 Seungbo 16,000 Kukjeon 15,000 Daejiad 15,000 Ipdecaux 11,900 Yujinmetro 32,000 Source: Welcomm ZenithOptimedia estimates

249 SOUTH KOREA: CINEMA

CINEMA

Number of cinema screens: 2,100 Source: Welcomm ZenithOptimedia estimate

Average cost of a 60 sec. spot per screen per week: KW 1,000,000 Source: Welcomm ZenithOptimedia estimate

Number of screens used in typical national campaign: 100 Source: Welcomm ZenithOptimedia estimate

Trend in admissions Admissions Gross takings (mill) KW (bill) 2002 105.1 632.7 2003 119.5 717.1 2004 135.2 849.8 2005 145.5 898.1 2006 153.4 925.6 2007 151.7 1,216.6 2008 227.7 1,480.1 Source: Korea Film Council

Cinema audience profile Age % 16-24 24.2 25-34 26.8 35-49 36.8 50+ 12.1 Sex % Male 49.9 Female 50.1 Income (KW/month) % Less than 1,000 10.6 1,000-1,999 39.0 2,000-2,999 25.6 3,000-3,999 13.5 4,000-4,999 5.8 More than 5,000 5.5 Source: HRC

250 SOUTH KOREA: CINEMA

Top ten films (2008) Gross takings Film KW (000s) The Good, the Bad, and the Weird 6,685,988 The Chaser 5,071,619 Kung Fu Panda 4,673,009 Mamma Mia! 4,534,014 Scandle Makers 4,353,173 Iron Man 4,316,003 Public Enemy Returns 4,300,670 Indiana Jones and the Kingdom of the Crystal Skull 4,136,101 The Mummy: Tomb of the Dragon Emperor 4,090,795 The Dark Knight 4,061,091 Source: Korea Film Council

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser KW (mill) Category KW (mill) Samsung Techwin 2,700 Computers/IT 1,400 Samsung Electronics 2,115 Beverages 5,385 Sky 1,670 Services 4,760 LG Electronics 1,580 Fashion 4,330 KTF 1,400 Finance/insurance 4,220 SK Teletec 1,160 Cosmetics/sanitary 2,700 CJ Homeshopping 851 Household appliances 2,300 BC Card 738 Construction/real estate 2,250 CJ Joycube 625 Food 2,200 KT 531 Transportation 1,800 Source: Welcomm ZenithOptimedia estimates Source: Welcomm ZenithOptimedia estimates Top cinema Top cinema owners (2008) sales houses (2008) Number of Cinema revenue Owner screens Sales house KW (mill) CGV 409 Jsadcom 47,000 Lotte Cinema 289 Dongyoung 7,000 Primus 230 Green media 6,700 Megabox 92 OK Adcom 5,000 Cinus 80 DMC 2,000 Source: Korea Film Council Source: Welcomm ZenithOptimedia estimates

251 SOUTH KOREA: INTERNET

INTERNET

Adult internet users: 32,340,542 (83.7%)

Adult internet users with home broadband: 26,270,000 (68.0%)

Typical monthly cost of internet access: KW 25,500

Average minutes spent online Per day Adults At home 84 At work 150 Total 234 Source: Koreanclick

Cost of display ads Top ten search keywords Typical cost per thousand Typical cost per click Type KW Keyword KW Top banner 10,000/week movie 102 Top moving extended banner 10,000/week used car 580 Branding board (general) 60,000/1/2 day game 96 Branding board (animated) 70,000/1/2 day lotto lottery 65 Branding board (special type) 90,000/1/2 day 50 News branding board 7,000/day notebook 256 Source: NHN Ilon 78 MP3 172 Internet user profile Financial technology 297 Age % Woori Bank 52 7-12 9.3 Source: Overture 13-18 11.8 19-24 11.1 25-29 11.4 30-34 11.1 35-39 12.6 40s 21.3 50+ 11.6 Sex % Male 53,84 Female 46.2 Income KW(000s)/month % <1,000 3.9 1,000-3,000 30.1 3,000-5,000 42.2 5,000+ 23.9 Source: Koreanclick

252 SOUTH KOREA: INTERNET

Top ten internet sites (2008) Top ten search engines (2008) Unique visitors Searches Site per month Search engine per month .com 31,114,280 naver.com 5,730,218,191 daum.net 29,108,585 daum.net 1,463,131,845 nate.com 25,442,647 nate.com 417,579,423 .com 22,909,305 yahoo.co.kr 226,032,308 gmarket.co.kr 19,234,521 google.co.kr 268,997,093 joins.com 19,094,313 paran.com 18,867,574 chosun.com 18,983,552 bing.com 12,436,824 yahoo.co.kr 18,600,395 google.com 46,801,993 tistory.com 17,666,259 dreamwiz.com 554,311 auction.co.kr 17,633,364 korea.com 551,601 Source: Koreanclick Source: Koreanclick Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser KW (mill) Category KW (mill) SK Telecom 22,476 Culture/entertainment 100,387 Interpark Gmarket 11,207 Computers/IT 82,579 Samsung Electronics 9,764 Finance 67,374 LG Electronics 8,225 Online services 56,980 Auction 7,886 Distribution 35,443 CJ Entertainment 7,784 Food/beverages 28,468 KT 7,311 Transportation 23,533 Nexon 6,241 Food/beverages 23,058 GM Daewoo 5,850 Electronics/telecoms 21,707 Hyundai capital 4,966 Education/corporate 20,911 Source: ADRAM Source: ADRAM

Top ten internet Top ten internet owners (2008) sales houses (2008) Internet revenue Internet revenue Owner KW (mill) Sales house KW (mill) NHN (naver) 146,136 Nasmedia 105,000 Daum 104,905 Mezzomedia 60,000 SK Communications 74,430 DMCmedia 62,000 Yahoo! 49,976 Incross (before aircross) 30,000 MSN 8,950 24/7 realmedia 27,000 Joins 8,144 Adclicknetworks 25,000 Paran 7,356 Crossmedia 18,000 Empas 7,237 Ubnm 15,000 Freechal 6,985 Oneplone 15,000 Digital Chosun 5,678 Luble 14,000 Source: Research Ad Source: imck

253 SOUTH KOREA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 70.7 90.7 96.6 Newspapers 31.4 40.8 46.7 Magazines - - 33.5 Internet 45.2 80.0 96.2 Source: AGB NMR, HRC, Koreanclick OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser KW (mill) Category KW (mill) Samsung Electronics 120,619 Finance/insurance 727,857 SK Telecom 111,360 Computers/telecoms 675,364 LG Electronics 77,950 Services 654,358 KTF 72,622 Construction/real estate 413,075 Hyundai 61,766 Food 360,916 Kia 47,860 Publications 342,770 Hi-Mart 47,758 Transportation equipment 315,210 AIG Insurance 46,842 Pharmacies/medical institutions 284,791 KT 44,748 Fashion 281,855 Amore Pacific 43,321 Cosmetics/toiletries/detergents 271,632 Source: Nielsen Media Research Source: Nielsen Media Research Top ten media Top ten owners (2008) sales houses (2008) Media revenue Media revenue Owner KW (bill) Sales house KW (bill) MBC-TV 745.1 KOBACO 1,855.2 KBS-2TV 503.3 Chosun 270.0 SBS-TV 457.1 KOBACO 248.8 Chosun 270.0 Joongang 200.0 Joongang 200.0 Donga 160.0 Donga 160.0 Nasmedia 105.0 NHN (naver) 146.1 Maeil Business Newspaper 90.0 Daum 104.9 Korea Economic Daily 85.0 MBC-AM 92.0 DMCmedia 62.0 Maeil Business News. 90.0 Mezzomedia 60.0 Source: Welcomm ZenithOptimedia estimates Source: Welcomm ZenithOptimedia estimates

254 TAIWAN: ECONOMIC DATA

TAIWAN ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 31.53 NT$ at 2008 rate

Gross Domestic Product (NT$ billion) at current prices 9,862 10,194 10,319 10,770 11,132 11,644 12,307 13,194 % change -1.7 3.4 1.2 4.4 3.4 4.6 5.7 7.2 at 2008 prices 10,842 11,229 11,400 11,712 11,823 12,353 12,824 13,194 % change -1.7 3.6 1.5 2.7 0.9 4.5 3.8 2.9

Gross Domestic Product per capita (NT$ 000s) at current prices 441.5 454.1 457.8 476.1 490.6 510.9 538.2 575.7 at 2008 prices 485.3 500.2 505.8 517.8 521.1 542.0 560.8 575.7

Gross Domestic Product (US$ billion) at current prices 312.8 323.3 327.3 341.6 353.0 369.3 390.3 418.5 at 2008 prices 343.9 356.1 361.6 371.5 375.0 391.8 406.7 418.5

Gross Domestic Product per capita (US$ 000s) at current prices 14.0 14.4 14.5 15.1 15.6 16.2 17.1 18.3 at 2008 prices 15.4 15.9 16.0 16.4 16.5 17.2 17.8 18.3

Population Millions 22.3 22.5 22.5 22.6 22.7 22.8 22.9 22.9

Consumer Price Index 2008=100 91.0 90.8 90.5 92.0 94.1 94.3 96.0 100.0 % change 0.0 -0.2 -0.3 1.6 2.4 0.1 1.8 4.2

Ad.spend as a % of GDP 0.66 0.64 0.69 0.54 0.47 0.44 0.41 0.37

Advertising Expenditure Growth (%) at current prices 8.1 1.1 9.4 -18.3 -10.8 -1.2 -2.2 -3.9 at 2008 prices 8.1 1.3 9.7 -19.6 -12.9 -1.3 -4.0 -7.8 Source: IFS, ZenithOptimedia

255 TAIWAN: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE Advertising expenditure in NT$ (mill) at current prices News- Magaz- Total papers ines TV Radio Outdoor Internet 1998 64,625 21,157 5,886 34,832 2,750 - - 1999 59,337 18,858 6,099 32,234 2,146 - - 2000 59,796 18,746 7,200 30,670 2,310 - 870 2001 64,668 21,690 7,071 31,923 3,135 - 850 2002 65,387 14,580 8,210 38,040 3,606 - 952 2003 71,532 13,923 9,441 43,395 3,678 - 1,095 2004 58,406 18,097 6,395 23,882 3,462 4,610 1,960 2005 52,079 15,547 6,545 21,030 3,076 2,833 3,048 2006 51,476 14,771 6,359 19,031 3,966 3,651 3,698 2007 50,326 13,668 6,445 18,142 3,771 3,351 4,950 2008 48,341 11,079 6,050 18,028 3,839 3,370 5,976 Advertising expenditure in NT$ (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Outdoor Internet 1998 72,082 23,598 6,565 38,851 3,067 - - 1999 66,055 20,993 6,789 35,883 2,389 - - 2000 65,734 20,608 7,915 33,716 2,539 - 956 2001 71,090 23,844 7,773 35,093 3,446 - 934 2002 72,024 16,060 9,043 41,902 3,972 - 1,049 2003 79,031 15,383 10,431 47,944 4,063 - 1,210 2004 63,513 19,679 6,954 25,970 3,765 5,013 2,131 2005 55,315 16,513 6,952 22,337 3,267 3,009 3,237 2006 54,613 15,671 6,747 20,191 4,208 3,873 3,923 2007 52,440 14,242 6,715 18,904 3,929 3,492 5,158 2008 48,341 11,079 6,050 18,028 3,839 3,370 5,976 Source: 1998 Rainmaker Research, 1999-2000 National Statistics Bureau, 2002-2003 Rainmaker Research, 2004-2008 AC Nielsen, except internet IAMA Notes: 1. Includes agency commission until 2003, excludes agency commission from 2004 2. Excludes production costs 3. Until 2003, excludes recruitment, classified and charity ads, from 2004 excludes all classified 4. After discounts until 2003, before discounts from 2004, but adjusted by MAA ratio; internet figures are all after discounts 5. Radio is an agency estimate until 2003 6. 2003 internet is an agency estimate 7. Internet includes banner, rich-media, ICP, email advertising and search Main advertising restrictions Tobacco: Banned. Alcohol: May only advertise on television after 2100. There must be also be a warning slogan, the size of which must be more than 1/10 of the entire printed page. Pharmaceutical: Only allowed with official certification. Children's: Ads of infant milk powder are not allowed. Political: Not allowed to broadcast after 2100 the night before an election or on election day.

256 TAIWAN: POPULATION

POPULATION

Land area (km²) 32,260 Capital city Language Mandarin Currency Taiwan dollar (NT$)

Population by age Male Female Total (000s) (000s) (000s) 0-15 1,986 1,823 3,809 16-24 1,668 1,551 3,219 25-34 1,973 1,950 3,923 35-44 1,841 1,836 3,677 45-54 1,822 1,828 3,650 55-64 1,159 1,202 2,361 65+ 1,177 1,263 2,440 Total 11,626 11,453 23,079 Source: Minister of the Interior

Adult status Male Female Total (000s) (000s) (000s) AB 1,650 1,685 3,335 C1 1,059 1,059 2,118 C2 1,042 888 1,930 D 2,396 2,395 4,791 E 2,649 2,561 5,210 Total 8,796 8,588 17,384 Source: Nielsen Media Research

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

257 TAIWAN: TELEVISION

TELEVISION

Number of households: 7,720,938

Number of television households: 7,720,938 (100%)

Television homes with: Colour 100.0% DVD 66.1% PVR/DVR 3.1% Cable (connection) - total 85.6% Satellite dish (DTH) - total 0.4% Digital terrestrial television (DTT) 6.6% IPTV 2.7% Source: Nielsen Media Research

No TV licence fee

Average minutes viewed per day per adult: 186

Average pay-TV subscription cost Average monthly subscription NT Cable (analogue) 550 IPTV 150 Source: Nielsen Media Research & Cable provider

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial PTS 100 - - Daai 99 - - Commercial FTV 100 20 1,400 SANLI 99 24 1,008 CTV 100 20 1,400 TTV 100 20 1,400 CTS 100 20 1,400 SETN 99 24 1,008 TVBSN 99 24 1,008 CTiN 99 24 1,008 TVBS 99 24 1,008 Source: AGB Nielsen

258 TAIWAN: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time NT (000s) NT FTV 2100-2159 158,000 923 171.2 SANLI 2100-2159 120,800 715 169.0 CTV 1900-1959 150,000 516 290.7 TTV 2000-2059 100,000 459 217.9 CTS 1900-1959 80,000 160 500.0 SETN 2200-2259 80,000 218 367.0 TVBSN 1900-1959 100,000 167 598.8 CTiN 1900-1959 - 132 - TVBS 2200-2259 90,000 190 473.7 Source: AGB Nielsen

Average CPT (all commercial channels): NT 262.5 Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults NT (000s) Commercial FTV 7.7 8.2 1,550,000 CTV 5.7 5.6 1,420,000 TTV 5.2 4.8 1,210,000 CTS 3.6 3.3 900,000 SANLI 5.3 5.4 - SETN 3.5 4.0 - TVBSN 3.4 3.8 - CTiN 3.1 3.4 - TVBS 2.7 3.1 - Source: AGB Nielsen & Brain Magazine NO. 399 Top ten television programmes (2008) Adult Programme Channel TVR Momshouse FTV 6.3 Love FTV 6.2 CTV CNY special program CTV 4.9 Beijing 2008 Olympic Games Op ening CTV 4.9 Fated to Love You TTV 4.1 45th Golden Horse Awards MVE 4.0 True feelings over the world SANLI 3.9 Millionstar CTV 3.8 Happy together FTV 3.7 Beijing 2008 Olympic Games Opening TTV 3.5 Source: AGB Nielsen

259 TAIWAN: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser NT (000s) Category NT (000s) Procter & Gamble 518,086 Pharmaceuticals/beauty 1,960,635 Johnson & Johnson 334,858 Food 1,680,694 Chunghwa Telecom 329,749 Telecommunications 1,365,373 GSK 301,594 Transportation 1,339,696 McDonald's 296,790 Beverages 1,122,469 Taiwan Mobile 270,351 Beauty aids/cosmetics 1,028,930 Kao 259,808 Financial/investment/banking 984,842 Quaker 247,638 Others 981,682 Unilever 212,475 Computers & accessories 957,986 Colgate 206,870 Services 803,114 Source: Nielsen Media Research Source: Nielsen Media Research

Top ten television owners (2008) TV revenue Owner NT (000s) SETTV Group 2,750,000 ETTV Group 2,000,000 Videoland Group 1,900,000 TVBS TV Network 1,900,000 CTiTV Group 1,800,000 GTV Group 1,650,000 ERA Group 1,530,000 STAR Group 1,500,000 Super TV Group 700,000 UNIQUE Group 480,000 Source: Brain Magazine NO.399

260 TAIWAN: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily N=National R=Regional Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) NT NT The Liberty Times (d,N) 699 2,538 800,000 315.2 Apple Daily (d,N) - 2,493 800,000 320.9 United Daily News (d,N) - 1,362 1,120,000 822.3 China Times (d,N) - 1,141 1,120,000 981.6 Economic Daily News (d,N) - 179 361,600 2,020.1 United Evening News (d,N) - 143 408,900 2,859.4 Commercial Times (d,N) - 139 409,000 2,942.4 China Daily News (d,R) - 103 390,000 3,786.4 Sharp Daily (d,R) - 52 176,000 3,384.6 Merit Times (d,N) - 48 180,000 3,750.0 Taiwan Times (d,R) - 45 286,000 6,355.6 Mandarin Daily News (d,N) - 43 230,000 5,348.8 Keng Sheng Daily New (d,R) - 36 182,000 5,055.6 The Commons Daily (d,R) - 10 260,000 26,000.0 Taiwan Shin Sheng Daily News (d,N) -3-- Source: ABC, Nielsen Media Research

Average CPT (B/W): NT 806.9

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser NT (000s) Farglory 546,502 Tsann Kuen 261,522 Elifemall 222,209 Jia Shan Lin Construction 214,892 Highwealth Construction 150,969 Radium Life Tech 119,208 Carrefour 117,629 Yuan Lih Construction 100,070 Lih Pao Construction 79,898 Bao Jia Construction 76,691 Source: Nielsen Media Research

261 TAIWAN: NEWSPAPERS

Top ten newspaper product categories (2008) Newspaper expenditure Category NT (000s) Architecture 4,147,424 NP Classified AD 567,546 3C Wholesale 290,528 Shopping malls 249,253 Electrical appliances 227,734 Political parties 220,186 Government 211,613 Automobiles 158,640 Skin care 130,938 "Cram" schools 130,804 Source: Nielsen Media Research

Top ten newspaper owners (2008) Newspaper revenue Owner NT (000s) Apple Daily News 3,053,000 The Liberty Times 2,900,000 United Daily News 1,420,000 China Times 800,000 Economic Daily News 551,000 Commercial Times 300,000 United Evening News 172,000 Taiwan News 110,000 China Daily News 90,000 Taiwan Times 65,000 Source: Brain Magazine NO.399

262 TAIWAN: MAGAZINES

MAGAZINES

Magazines w=weekly 2w=twice weekly m=monthly Adult Full page Adult CPT bm=bimonthly q=quarterly Circulation readership Colour Colour Title (000s) (000s) (NT) (NT) Language Studio Classroom (m) - 154 160,000 1,039 Let's Talk in English (m) - 117 160,000 1,368 Computers PC Home (m) - 212 180,000 849 Gophone (m) - 46 125,000 2,717 Stuff (Chinese) (m) - 20 132,000 6,600 NetAdmin (m) - 18 180,000 10,000 Woman & baby Baby & Mother (m) - 115 100,000 870 Mom Baby (m) - 92 90,000 978 mamibaby (m) - 67 120,000 1,791 Baby Life (m) - 36 120,000 3,333 Body (m) - 18 120,000 6,667 Health Next Magazine (w) 122 1414 220,000 156 Common Health (m) - 136 140,000 1,029 Entertainment weekly - - - - China Times Weekly (w) - 559 150,000 268 TVBS Weekly (w) - 189 150,000 794 Leisure Shopping (m) - 451 260,000 576 Super Taste (w) - 177 100,000 565 Reader's Digest (Chinese) (m) - 158 215,000 1,361 National Geographic (m) - 106 180,000 1,698 My Home (m) - 97 100,000 1,031 7-Watch (m) - 89 100,000 1,124 Taipei Walker (m) - 63 150,000 2,381 ppaper (m) - 39 120,000 3,077 Arch (m) - 31 120,000 3,871 here (m) - 18 - - La Vie (m) - 15 120,000 8,000 To Go (m) - 14 125,000 8,929 Golf (m) - 11 150,000 13,636 Golf Digest (m) - 9 150,000 16,667 Financial Business Weekly (w) 157 991 265,000 267 Smart (m) 68 264 150,000 568 Common Wealth (2w ) - 404 230,000 569 Global View (m) - 372 180,000 484

263 TAIWAN: MAGAZINES

Magazines cont. w=weekly 2w=twice weekly m=monthly Adult Full page Adult CPT bm=bimonthly q=quarterly Circulation readership Colour Colour Title (000s) (000s) (NT) (NT) Money Weekly (w) - 253 125,000 494 Business Today (w) - 251 120,000 478 Wealth Magazine (m) - 173 160,000 925 UBN Weekly (w) - 142 120,000 845 Cheers (m) - 85 120,000 1,412 Management Magazine (m) - 84 151,000 1,798 Business NEXT (m) - 77 130,000 1,688 Manager Today (m) - 40 120,000 3,000 30 Magazine (m) - 35 135,000 3,857 Women's fashion Queen (q) - 228 130,000 570 Vivi(m) - 178 110,000 618 Coco (m) - 146 120,000 822 Vogue (Chinese) (m) - 144 73,810 513 Citta Bella (Chinese) (m) - 140 110,000 786 Cosmopolitan (m) - 119 130,000 1,092 'ef (m) - 119 120,000 1,008 Beauty (m) - 118 140,000 1,186 Elle (m) - 113 128,000 1,133 Elder Beauty (m) - 110 180,000 1,636 Marie Claire (m) - 109 125,000 1,147 Mina (m) - 101 120,000 1,188 Girl (m) - 101 110,000 1,089 ViVi (Chinese) (m) - 84 120,000 1,429 Bazaar (m) - 56 160,000 2,857 nana (bm) - 51 - - Ray (m) - 41 120,000 2,927 With (m) - 25 120,000 4,800 Marie Claire - Accesso (q) - 17 130,000 7,647 Auto Car News (m) - 224 130,000 580 Car Magazine (m) - 129 150,000 1,163 Taiwan Motor (m) - 108 120,000 1,111 Auto Driver (m) - 59 120,000 2,034 Men's fashion FHM (m) - 106 120,000 1,132 GQ (Chinese) (m) - 59 71,524 1,212 Men's uno (m) - 52 120,000 2,308 Man's Style (m) - 40 - - Esquire (m) - 5 120,000 24,000 Source: ABC, Nielsen Media Research

Average CPT (Colour): NT 895.9

264 TAIWAN: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser NT (000s) Category NT (000s) L'Oréal 146,416 Skin care 343,657 Chanel 78,873 Architecture 297,459 Estée Lauder 59,720 Watches/clocks 222,715 Shiseido 59,546 Automobiles 163,571 Procter & gamble 55,288 Sports/leisurewear 149,476 Christan Dior 54,625 Fashion accessories 148,106 Richemont 44,515 Jewellery 145,331 Integrate 41,579 Whisky 114,335 Toyota 37,721 Cigarettes 109,226 Unilever 36,923 Auto/motorcycle accessories 102,100 Source: Nielsen Media Research Source: Nielsen Media Research

Top ten magazine owners (2008) Magazine revenue Owner NT (000s) Next Magazine 700,000 Business Weekly 530,000 Common Wealth 288,000 China Times Weekly 208,000 Business Today 159,000 TVBS Weekly 129,500 Global View 120,000 Vogue 120,000 Wealth Magazine 110,000 Elle 110,000 Source: Brain Magazine NO.399

265 TAIWAN: RADIO

RADIO

Number of commercial radio stations: 171 Source: Minister of the Interior

Average daily listening minutes per adult: 60 Source: Nielsen Media Research

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience Adult CPT Station Type time NT (000s) NT National Taiwan Police Station other 1500-1559 - 214 - i radio music 1500-1559 10,500 252 41.7 i like radio general 1400-1459 10,000 226 44.2 ICRT general 0800-0859 10,800 95 113.7 News Radio news 0700-0759 5,000 114 43.9 Main regional KISS RADIO general 1000-1059 3,800 113 33.6 UFO general 1700-1759 12,800 94 136.2 News 98 news 0800-0859 11,040 98 112.7 asia broadcasting networks general 1300-1359 3,200 61 52.5 Source: Nielsen Media Research

Average CPT (all commercial stations): NT 63.8

Top ten radio advertisers (2008) Radio expenditure Advertiser NT (000s) Jia Shan Lin Construction 158,895 Family Mart 113,357 Seven eleven 95,777 Radium Life Tech 80,397 Universal Music 54,595 FETnet 50,308 Highwealth Construction 49,424 Polytec 45,236 Minstry of Transportation Communication 43,301 HP 32,105 Source: Nielsen Media Research

266 TAIWAN: RADIO

Top ten radio product categories (2008) Radio expenditure Category NT (000s) Architecture 587,174 Supermarkets/convenience stores 244,194 Government 194,080 Chinese music 136,697 "Cram" schools 104,595 Concerts 83,873 Financial services 80,805 Political parties 77,951 Non-Chinese music 77,495 Hotels/resorts 70,152 Source: Nielsen Media Research

Top ten radio owners (2008) Radio revenue Owner NT (000s) BBC 550,000 Best Radio 180,000 Kiss Radio 163,000 UFO 158,000 NEWS98 138,000 HitFM 132,000 Asia FM 100,000 M-Radio 87,000 Gold FM 56,000 IC 39,000 Source: Brain Magazine NO.399

Top radio sales houses (2008) Radio revenue Sales house NT (000s) Chief Advertising 441,000 Radio Media Services 340,000 Jy-Shin Enterprise 150,000 Sunnyday Advertising 145,000 Source: Brain Magazine NO.399

267 TAIWAN: OUTDOOR

OUTDOOR

Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser NT (000s) Sony 119,598 Nike 58,018 Coca-Cola 56,267 Nokia 53,019 Samsung Electronics 47,141 Procter & Gamble 44,500 TWM 34,727 Cathay Financial Holdings 31,521 Kaohsiung City 31,352 Fox 28,618 Source: Nielsen Media Research

Top ten outdoor product categories (2008) Outdoor expenditure Category NT (000s) Architecture 156,028 IT 152,745 Domestic electrical appliances 145,284 Fashion 138,893 Financial services 124,712 Government 119,408 Construction 111,909 Printing accessories 110,085 Cosmetics/toiletries 97,203 Communication services 83,671 Source: Nielsen Media Research

268 TAIWAN: CINEMA

CINEMA

Number of cinema screens: 200 Source: Silver Partner

Average cost of a 60 sec. spot per screen per week: NT 12,000 Source: Silver Partner

Number of screens used in typical national campaign: 60 Source: Silver Partner

Cinema audience profile Age % 16-24 46.3 25-34 35.8 35-49 14.6 50+ 3.3 Sex % Male 53.7 Female 46.3 Income (NT)/month % below 10,000 38.7 10,000-24,999 16.0 25,000-39,999 23.8 40,000-59,999 12.8 60,000 and above 4.3 Source: Nielsen Media Research

269 TAIWAN: CINEMA

Top ten films (2008) Gross takings Film NT (000s) Cape No.7 230,692 The Mummy: Tomb of the Dragon Emperor 111,639 The Dark Knight 109,193 CJ7 86,879 Iron Man 82,497 The Battle of Red Cliff: Part 1 79,567 Hancock 73,249 Indiana Jones and the Kingdom of the Crystal Skull 70,250 Wanted 57,110 James Bond: Quantum of Solace 56,693 Source: ZenithOptimedia

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser NT (000s) Category NT (000s) Nike 26,252 Fashion 28,557 Procter & Gamble 22,595 Shampoo 14,238 Toyota 8,773 Automobiles 12,101 Sym 6,477 Skin care 8,687 Oris 4,608 Clocks/watches 8,289 Bobson 4,063 Telecommunications 8,269 Asus 3,562 Motorcycles 7,805 Louis Vuitton 3,532 IT 7,434 Gamania 3,492 Jeans 4,063 FETnet 3,464 Online games 3,785 Source: Nielsen Media Research Source: Nielsen Media Research

270 TAIWAN: INTERNET

INTERNET

Homes with internet connection: 5,644,779 (73.1%) Source: FIND

Adult internet users: 14,188,292 (73.6%)

Adult internet users with home broadband: 13,292,787 (69.0%)

Typical monthly cost of internet access: NT 1,000

Average minutes spent online Per day Adults At home 137 At work 151 Total 288 Source: Nielsen Media Research

Internet user profile Age % 16-24 26.6 25-34 29.0 35-54 32.8 55-64 3.8 Sex % Male 52.2 Female 47.8 Source: Nielsen Media Research

271 TAIWAN: INTERNET

Top ten internet sites (2008) Top ten search engines (2008) Unique visitors Searches Site per month Search engine per month Yahoo.com.tw 12,177,563 yahoo.com.tw 12,177,563 Wretch.cc 9,849,428 pchome.com.tw 7,666,434 honet.net 8,279,457 google.com.tw 6,500,574 pchome.com.tw 7,666,434 msn.com.tw 5,950,895 live.com 7,010,516 sina.com.tw 3,573,160 google.com 6,964,335 msn.com 2,479,238 yam.com 6,925,002 yahoo.com.hk 2,442,100 msn,com.tw 5,950,895 baidu.com 1,994,905 youtube.com.tw 5,131,147 sina.com.cn 1,140,273 pixnet.net 4,980,434 yahoo.co.jp 1,132,145 Source: insightxplorer Source: insightxplorer Top ten internet advertisers (2008) Advertiser Lccnet Pccenter Information Gjun Information TutorABC PayEasy Chunghwa Telecom Wells Information Gamania Digital Microsoft Lion Travel Service Source: Nielsen Online AdRelevance

Top internet owners (2008) Internet revenue Owner NT (000s) Yahoo! 3,384 MSN 498 Yam 198 Udn.com 180 Pchome 165 China Times.com 128 Hinet 125 Source: Brain Magazine NO.399

272 TAIWAN: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 95.5 98.3 99.1 Newspapers 43.9 58.3 - Magazines - 17.8 20.8 Radio 23.8 34.5 37.4 Outdoor - 75.6 88.1 Internet 48.1 57.1 60.3 Source: ZenithOptimedia OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser NT (000s) Category NT (000s) Procter & Gamble 629,028 Architecture 6,262,086 Farglory 612,986 Transportation 2,866,126 Chunghwan Telecom 470,894 Other 2,734,791 Jaysanlyn 411,383 Service 2,726,370 Johnson & Johnson 379,499 Pharmaceuticals/beauty 2,645,920 L'Oréal 349,213 Financial services 2,513,137 Taiwan Mobile 332,189 Beauty aids/cosmetics 2,430,778 7-11 332,129 IT 2,406,718 GSK 321,408 Telecommunications 2,098,515 McDonald's 309,714 Food 2,040,210 Source: Nielsen Media Research Source: Nielsen Media Research Top ten media owners (2008) Media revenue Owner NT (000s) Yahoo 3,384,000 Apple Daily News 3,053,000 The Liberty Times 2,900,000 SETTV 2,750,000 ETTV 2,000,000 VideoLand 1,900,000 CTiTV 1,900,000 GTV 1,800,000 FTV 1,550,000 ERA 1,530,000 Source: Brain Magazine NO.399

273 THAILAND: ECONOMIC DATA

THAILAND ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$= 34.3 Baht at 2008 rate

Gross Domestic Product (Baht billion) at current prices 5,134 5,451 5,929 6,504 7,103 7,813 8,469 9,103 % change 4.3 6.2 8.8 9.7 9.2 10.0 8.4 7.5 at 2008 prices 6,382 6,731 7,186 7,669 8,017 8,427 8,936 9,103 % change 2.6 5.5 6.8 6.7 4.5 5.1 6.0 1.9

Gross Domestic Product per capita (Baht 000s) at current prices 83.9 85.5 91.9 99.6 107.7 117.5 126.4 135.1 at 2008 prices 104.3 105.6 111.4 117.5 121.6 126.7 133.4 135.1

Gross Domestic Product (US$ billion) at current prices 149.6 158.8 172.8 189.5 207.0 227.7 246.8 265.3 at 2008 prices 186.0 196.2 209.4 223.5 233.6 245.6 260.4 265.3

Gross Domestic Product per capita (US$ 000s) at current prices 2.4 2.5 2.7 2.9 3.1 3.4 3.7 3.9 at 2008 prices 3.0 3.1 3.2 3.4 3.5 3.7 3.9 3.9

Population Millions 61.2 63.7 64.5 65.3 66.0 66.5 67.0 67.4

Consumer Price Index 2008=100 80.4 81.0 82.5 84.8 88.6 92.7 94.8 100.0 %change 1.6 0.7 1.9 2.8 4.5 4.6 2.2 5.5

Adspend as a % of GDP 1.17 1.24 1.32 1.39 1.35 1.27 1.20 1.09

Advertising Expenditure Growth (%) at current prices 17.2 12.9 15.2 15.9 5.8 3.5 2.7 -2.7 at 2008 prices 15.4 12.1 13.1 12.8 1.2 -1.1 0.4 -7.8 Source: IFS, ZenithOptimedia

274 THAILAND: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in Baht million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 35,480 6,664 1,603 21,150 3,799 223 2,042 - 1999 47,733 14,172 2,014 26,041 4,112 262 1,043 90 2000 51,289 10,889 2,709 30,472 5,060 325 1,610 225 2001 60,110 16,465 3,111 32,879 5,136 370 1,999 150 2002 67,839 17,583 3,639 37,340 6,170 596 2,351 160 2003 78,140 19,858 4,560 42,290 6,662 896 3,699 175 2004 90,596 24,722 6,122 47,173 6,850 1,334 4,051 344 2005 95,817 24,746 6,775 50,020 7,055 1,723 5,349 150 2006 99,181 23,193 6,748 53,473 7,459 2,163 5,976 170 2007 101,834 23,840 6,650 53,484 7,273 4,391 6,008 187 2008 99,038 22,537 6,575 51,137 7,899 4,252 6,418 221 Advertising expenditure in Baht million at const. 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 45,625 8,570 2,061 27,198 4,885 286 2,625 - 1999 61,233 18,180 2,583 33,406 5,275 336 1,338 115 2000 64,778 13,752 3,421 38,486 6,390 410 2,033 284 2001 74,723 20,467 3,868 40,872 6,385 459 2,485 186 2002 83,774 21,713 4,494 46,111 7,619 736 2,903 198 2003 94,713 24,070 5,527 51,259 8,075 1,086 4,484 212 2004 106,837 29,154 7,220 55,630 8,078 1,573 4,777 406 2005 108,148 27,931 7,647 56,457 7,963 1,945 6,037 169 2006 106,974 25,015 7,278 57,675 8,045 2,333 6,445 183 2007 107,449 25,154 7,017 56,433 7,674 4,633 6,339 197 2008 99,038 22,537 6,575 51,137 7,899 4,252 6,418 221 Source: 1998-2003 Media Focus; 2004-2008 AGB Nielsen (except internet: Agency estimates) Notes: 1) Excludes agency commission 2) Before discounts (typically 50% or more) 3) Includes classified advertising 4) Excludes production costs 5) Internet is display only

Main advertising restrictions Tobacco: Banned. Alcohol: Restricted to television after 10pm. Pharmaceutical: Requires permission from the Public Health Ministry. Food: Requires permission from the Public Health Ministry. Children's: No restrictions, but ads should 'conform to Thai culture'. Political: Government approval required.

275 THAILAND: POPULATION

POPULATION

Land area (km²) 511,770 Capital city Bangkok Language Thai, Malay Currency Baht Source: CIA Factbook

Population by age Male Female Total (000s) (000s) (000s) 0-14 7,184 6,868 14,052 15-24 5,359 5,139 10,498 25-34 5,385 5,328 10,713 35-39 5,352 5,710 11,062 40-49 4,595 4,931 9,526 50-59 1,604 1,767 3,371 60+ 3,397 4,285 7,682 Total 32,876 34,028 66,904 Source: AGB Nielsen 2009

Adult status Male Female Total (000s) (000s) (000s) AB 145 140 285 C1 496 577 1,073 C2 389 462 851 D 1,777 2,099 3,876 E 1,004 1,951 2,955 Total 3,811 5,229 9,040 Source: NMR Media Index 2009-3 (Jul 08-Jun 09)

Definition of adult status AB = professional/executive/senior government C1 = business/merchant/prop C2 = clerical/sales/junior government D = blue collar E = student/housewife/unemployed/retired

276 THAILAND: TELEVISION

TELEVISION

Number of households: 20,306,000

Number of television households: 19,791,000 (97.5%)

Television homes with: Colour 98.7% VCR 69.9% DVD 9.2% Multiset 31.7% Cable (connection) - total 2.0% Satellite dish (DTH) - total 1.0%

TV licence cost (per year, if any): Baht 243.32

Average pay-TV subscription cost Average monthly subscription Baht Cable (analogue) 500 DTH (digital) 1,500 Source: AGB Nielsen 2008

277 THAILAND: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Adults Baht (mill) Commercial 26.8 14,355 Channel 5 18.6 9,963 29.4 15,706 Channel 9 16.7 8,940 Channel 11 3.7 1,986 TITV 0.3 186 Source: AC Nielsen 2009

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time (Baht) (000s) (Baht) Channel 3 1830-2230 225,000 10,009 22.5 Channel 5 1830-2230 185,000 5,179 35.7 Channel 7 1830-2230 225,000 14,832 15.2 Channel 9 1830-2230 180,000 4,141 43.5 TPBS 1830-2230 - 2,085 - NBT 1830-2230 - 1,942 - Source: AC Nielsen 2008

Average CPT (commercial channels): Baht 23.9 Top ten television programmes (2008) Adult Programme Channel TVR Kom Faek Channel 7 16.5 Sa-Wan Bieng Channel 3 15.0 Dao Puean Din Channel 7 14.8 Phayak Sao Zaeb E-Lhee Channel 3 14.0 Narng Tard Channel 7 13.3 20.00 News-2 Channel 7 12.8 Sentarng Bantoeng Channel 7 12.6 Sa-Phai Khon Krua Channel 7 12.4 Thong 9 Channel 7 12.2 Khao Park Kam 19.40 News Channel 7 11.7 Source: AC Nielsen 2009

278 THAILAND: TELEVISION

Top ten television advertisers (2008) TV expenditure Advertiser Baht (000s) Pond's 590,768 Cinema (Thai) 502,168 Office of the Prime Minister 464,232 Oil of Olay 442,979 Breeze Laundry Detergents 439,472 PTT 391,317 Toyota Pickups 381,451 GMM Grammy 359,407 Garnier 358,014 Clinic 342,406 Source: Adquest Millennium 2009 Top ten television product categories (2008) TV expenditure Category Baht (000s) Skin care 4,623,158 Non-alcoholic beverages 3,453,853 Government/community ads 2,883,506 Leisure 2,759,630 Motor vehicles 2,683,621 Toiletries 2,380,412 Hair preparations 2,330,683 Communications 2,288,191 Dairy products 2,045,639 Household cleaning 2,021,697 Source: Adquest Millennium 2009

279 THAILAND: NEWSPAPERS

NEWSPAPERS Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) Baht Baht Baht Dailies General Thai Rath 1,200 12,526 360,000 28.7 690,000 Daily News 900 6,910 312,000 45.2 504,000 Kom Chat Leuk 800 - 312,000 - 504,000 Khao Sod 650 960 216,000 225.0 312,000 Matichon Daily 600 955 216,000 226.2 312,000 Baan Muang 450 - 180,000 - 210,000 Siam Rath 450 - 204,000 - 252,000 Thai post 400 - 192,000 - 222,000 Post Today 220 - 213,600 - 258,600 Naew Nah 200 - 180,000 - 210,000 Bangkok today 150 - 84,000 - 120,000 Business Poo Jud Karn Raiwan 280 - 261,600 - 310,600 Krungthep Turakij 154 - 270,000 - 320,000 Weeklies Business Poo Jud Karn Weekly(Wed) 200 - 252,000 - 287,000 Tharn Settakij (Sun,Thu) 120 - 252,000 - 290,000 Prachachart Turakij 120 - 192,000 - 264,000 Business thai 120 - 55,000 - 60,000 Siam Turakij (Wed/Sat) 120 - 228,000 - 258,000 Sport Skl.Star Soccer 350 - 110,000 - 176,000 Sport Pool 350 400 110,000 275.0 176,000 Siam Keela 200 457 216,000 472.6 288,000 Muay Siam Today 120 130 49,500 380.8 99,000 Kick Off 100 - 55,000 - 75,000 Muay Siam Weekly 100 - 22,000 - 30,000 Chinese Tong Hua Daily 95 - 40,600 - 68,600 Kia Hua Tong Nguan 90 - 30,800 - 90,000 Sing Sian Yit Pao 80 - 39,200 - 64,200 English Bangkok Post 122 115 292,800 2,546.1 352,800 The Nation 68 - 254,000 - 304,000 Asia - 4 39,200 9,800.0 76,000 Source: IMS, NMR Media Index 2009-1(Jan-Dec), Zenith Media

Average CPT (B/W): Baht 80.7

280 THAILAND: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser Baht (000s) Category Baht (000s) Tesco-Lotus Supercenter 188,838 House ads 1,802,763 Nation Group Pcl. House Ad. 162,708 Leisure 1,504,960 Big-C Supercenters 158,004 Motor vehicles 1,493,706 Toyota Passenger Cars 132,044 Retail stores 1,360,011 Cinema (Western) 124,855 Communications 1,060,111 Cinema (Thai) 124,184 Real estate 883,517 Wat-Thu-Mong-Kol Ad. 107,354 Travel/tours 859,759 Toyota Pickups 106,246 Government/community ads 859,232 Kasikorn Bank 96,581 Media/marketing 623,442 NTC 86,711 Sundries 501,810 Source: Adquest Millennium 2009 Source: Adquest Millennium 2009

Top ten newspaper owners (2008) Newspaper revenue Owner Baht (000s) Thai Rath 3,831,779 Bangkok Post 2,634,134 Krungthep Turakij 2,301,141 Daily News 1,397,991 The Nation 1,310,363 Kom Chad Luek 1,211,871 Phoo Jadkarn Daily 1,030,716 Ma-Ti-Chon Daily 671,303 Star's Soccer Daily 634,161 Tharn Sejtakij 598,973 Source: Adquest Millennium 2009

281 THAILAND: MAGAZINES

MAGAZINES

Magazines Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) Baht Baht Baht Women Women Plus 350 - 60,000 - - Praew 290 233 73,000 313.3 - Kwanruen 240 425 50,000 117.6 28,000 Kullasatri 230 313 46,000 147.0 26,000 Praew Sud Subda 200 - 54,000 - - Sakulthai 190 - 49,000 - 24,000 Dichan 180 - 56,000 - - Instyle 180 - 72,000 - - Lips 150 - 52,000 - - Madame Figaro 150 - 63,000 - - Ploy Kame Petch 150 - 52,000 - - Priew 150 - 46,000 - - Volume 150 - 47,000 - - Lisa 150 204 80,000 392.2 - Grazia 120 - - - Harper's Baazar 120 - 65,000 - - Her World 120 - 56,000 - - Image 120 - 50,000 - - Pooying 120 - 50,000 - - Woman&Home 120 - 70,000 - - Cleo 120 120 61,000 508.3 - Cosmopolitan 100 - 46,000 - - Elle 100 - 63,083 - - Hi 100 - 45,000 - - Marie Claire 100 - 55,500 - - We Mag. 100 - 44,000 - - Hisoparty 80 - 60,000 - - Ying Thai 80 86 40,000 465.1 16,000 Men FHM 150 - 60,000 - - GM 125 - 64,000 - - Maxim 120 - 55,000 - - Mar 100 - 50,000 - - Boss 100 - 60,000 - - Penthouse 90 - 60,000 - - Esquire 80 - 50,000 - - Hi Class 80 - 53,000 - - GM Watches 70 - 54,000 - - Mix 70 - 50,000 - - Cute 70 - 55,000 - -

282 THAILAND: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) Baht Baht Baht 2 Magazine 50 - 60,000 - - Fashion Fashion Review 80 - 48,000 - 22,000 Homes & decoration Bann Lae Suan 270 305 70,000 229.5 42,000 Life & Home 175 - 50,000 - - Home & Décor 150 - 54,000 - - Bann Nai Fun 120 - - - 45,000 Room 120 - 45,000 - - Bann Prom Yue 100 - 13,000 - - Casaviva 100 - 60,000 - - Elle Decoration 85 - 47,500 - - Day Beds 85 - 58,000 - - Martha Stewart Living 80 - 52,000 - - Living Etc. 80 - 52,000 - - Wallpaper 80 - 62,000 - - The Property 50 - 30,000 - - Atr 4d 50 - 50,000 - - A-Sa 20 - 38,000 - 23,000 Business Econ News 250 - 40,000 - 15,000 Brand Age 200 - 62,000 - - Karn Ngern T'krn 180 - 55,000 - - Matketeer 180 - 54,000 - - Poojadkarn Monthly 160 - 58,000 - 45,000 Positioning 150 - 50,000 - - Dok Bia 145 - 48,000 - 30,000 Mba 120 - 45,000 - 30,000 Corporate 90 - 40,000 - - Expression 90 - 118,000 - - Make Money 80 - 50,000 - - Business In Thailand 55 - 49,000 - - Loke Karn Kah 49 - 40,000 - - Money & Weath 20 - 45,000 - 24,000 Poo Nam T'kij 20 - 28,000 - 22,000 Corporate Thailand 20 - 47,000 - 20,000 Tourism & Tradehai Coon 18 - 30,000 - - Business weeklies Matichon Weekly 350 - 46,000 - 37,000 Nation Weekly 300 - 50,000 - 40,000 Siam Rath Weekly 150 - 26,000 - 20,000 Dok Bia Weekly 50 - 18,600 - 15,600 Business Week 25 - 175,000 - - Time - 1 - - -

283 THAILAND: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) Baht Baht Baht Computers PC Today 200 - 31,360 - - Chip Magazine 170 - 37,000 - - Quick PC 160 - 26,400 - - Buy Coms 150 - 25,000 - 12,000 Commart 120 - 29,300 - - PC World 120 - 35,830 - - Shopping Computer 120 - 17,000 - - Computer World 100 - 37,300 - - E Life 100 - 40,000 - - Micro Computer 100 - 26,000 - - E -Commerce 90 - 39,270 - - @ Dev 80 - 35,000 - - Eweek 80 - 41,160 - - E Leader 80 - 41,200 - - PC Magazine 80 - 41,400 - - Digital Living 70 - 40,000 - - Computer Thai Traning 50 - 26,000 - - Sports Star's Soccer 100 300 40,000 133.3 - Muay Siam 100 174 30,000 172.4 17,000 Soccer Fever 90 - 50,000 - - Sport 360 90 - 50,000 - - Swing Golf 80 - - - - Muay Loke 80 18 30,000 1,666.7 15,000 On Green 70 - 50,000 - - Smart Golf 50 - 50,000 - - Golf Digest Thailand 50 - 50,000 - - Golfer 40 - 45,000 - - Golf On Line 40 - 45,000 - - Executive Golf 30 - 67,200 - - Rbsc Golf 28 - 70,000 - - Auto Top Gear 120 - 50,000 - - Nag Leng Rot Kra Ba 120 - 40,000 - - Nag Leng Rot 120 - 40,000 - - Yarn Yont 120 - 40,000 - - Thai Driver 120 - 42,000 - - Formula 111 - 40,000 - - Gm. Car 105 - 50,000 - - Four Wheel 100 - 40,000 - - Nag Leng Motorcy 100 - 40,000 - - Car Magazine 100 - 50,000 - - Laeng Rot 85 177 16,000 90.4 -

284 THAILAND: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) Baht Baht Baht Motor Cross 85 - 25,000 - - Off Road 85 - 35,000 - - Grand Prix 85 - 35,000 - - Motorcycle 65 - 25,000 - 10,000 Auto Line 50 - 36,000 - - A Car 50 - 44,000 - - Bmw Magazine 15 - 45,000 - - Health Cheewajit 300 - 56,000 - - Health And Cuisine 230 - 48,000 - - Klai Mor 150 - 45,000 - 10,000 Slimming 120 - 50,000 - - Mo Chao Bann 110 - 30,000 - 19,500 Health Chanel 50 - 40,000 - - Health Today 50 - 66,000 - - Baoe Wam 20 - 30,000 - - Spa Mag 20 - 40,250 - - Entertainment/lifestyle TV Pool 450 2,059 82,000 39.8 - Bangkok 430 - 75,000 - - Mahasanuk 380 1,296 30,000 23.1 - Gossip Stare 350 - 55,000 - - Kusang Kusom 300 1,092 129,000 118.1 79,000 Cheevit Jing 300 - 40,000 - 20,000 Dara Daily 300 - 60,000 - - Daraphapayont 200 576 90,000 156.3 - Star News 200 420 42,000 100.0 - Oops 200 210 50,000 238.1 - Phapayont Banturng 200 - 50,000 - - Starpics 180 - 42,000 - 19,000 TV Review 120 - 40,000 - - TV Inside 120 135 40,000 296.3 - Hello 120 - 75,000 - - Cheevit Rak 108 140 35,000 250.0 18,000 Seoul Street 100 - 40,000 - - Entertain 100 - 40,000 - - UBC Mag. 40 45 100,000 2,222.2 - Mother & child Ban Tuek Khun Mae 180 - 55,000 - - Rag Loog 150 - 80,000 - - Modern Mom 150 - 75,000 - - Duang Jai Po Mae 120 - 46,000 - 20,000 Mae Lae Dek 112 - 55,000 - - Life & Family 75 - 36,000 - -

285 THAILAND: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) Baht Baht Baht Teenage Nation Junior 350 - 55,000 0.0 44,000 Spicy 250 601 51,000 84.9 - Ter Kab Chan 150 - 46,000 - - In Magazine 150 - 50,000 - - The Boy Model 140 - 28,000 - - Aday 120 - 55,000 - - Cawai 120 - 50,000 - - Seventeen 120 - 55,000 - - Seoul Street 100 - 40,000 - - Ice 100 - 35,000 - - I-Spy 100 - 27,000 - 12,000 Hambuger 100 - 50,000 - - Buzz 80 - 35,000 - - Cool 30 - 34,000 - - Cooking Health & Cuisine 230 - 48,000 - - Gourmet & Cuisine 180 - 48,000 - - Mae Bann 100 - 36,000 - 18,000 Krua (Kitchen) 98 - 41,000 - - Mae Barn Tansamai 40 - 30,000 - - Cartoon Kai Hua Rau 400 - 36,000 - - Ai Tua Lek 360 - 24,000 - - Boom 140 - 40,000 - - Big Toon 95 - 28,000 - 20,000 (Micky & Friend) 80 - 45,000 - - Vision 60 - 22,000 - - Walt Disney's 50 - 43,000 - - Baby (Pocket) 30 - 28,000 - - Travel Aor Sor Tor 100 - 38,640 - - Summer 100 - 36,000 - - Honeymoon & Travel 80 - 60,000 - - T.O.T. 80 130 31,200 240.0 18,000 Cheewit Klang Jang 60 - 50,000 - - Trips 60 - 45,000 - - Puen Dern Tarng 55 - 41,000 - - Anywhere 50 - 55,000 - - R-U-Go Travel 50 - 35,000 - - Thailand Traveller 40 - 70,000 - - Untamed Travel (Farang) 36 - 54,000 - - Camping Tong Tiew 35 - 60,000 - - Nag Dern Tarng 35 - 32,000 - -

286 THAILAND: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) Baht Baht Baht Travelling 30 - 35,000 - - Fah Thai (Bkk Airways) 25 - 145,000 - - Air Sea Guide 20 - 40,000 - 35,000 Hotel & Travel 20 - 36,000 - - Teaw Sanuk 20 - 15,000 - - Air Sea Guide Travel 15 - 30,000 - - Member Premier (Central Card) 125 - 45,000 - - Heritage (Heritage Club) 120 - 45,000 - - Expression (Amex Card) 110 - 88,000 - - Power Choice 100 - 70,000 - - Merceddes 80 - 79,000 - - Klass Adviser (Benz) 60 - 85,000 - - Nam-Jai (Thai Panich Card) 30 - 40,000 - - Bmw Magazine (Bmw) 25 - 45,000 - - Aura (Panya Group) 23 - 32,000 - - Club 162 (Hutchison ) 13 - 45,000 - - Rbsc Golf News 13 - 40,000 - - Other National Geographic (Thai) 250 - 62,000 - - Sarakadee 200 - 45,000 - - Kinnaree 190 - 90,000 - - Advance T.Geographic 150 - 40,000 - - Sentang Sejthee 150 - 22,000 - - San Sara Read. D 100 - 58,800 - 47,670 Techno Chao Bann 100 - 22,000 - - Digital Camera 50 - 40,000 - - Yim Siam (Domestic Room) 50 - 88,000 - - Silapa Watanatam 45 - 42,000 - - Pasee -Ar - Newsletter 40 - 40,000 - - Eastern News 30 - 12,000 - - Precious 30 - 40,000 - - Top Ten 30 - 38,000 - - Watch World Wide 30 - 49,000 - - Thai Food Industry May 30 - 30,000 - - Watch & Jewellery 25 - 30,000 - - Wine & Vintage 25 - 35,000 - - Lookeast 20 - 40,000 - - Source: ZenithOptimedia records

Average CPT (colour): Baht 134.3

287 THAILAND: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser Baht (000s) Category Baht (000s) Mobile Download Service 41,644 Skin care 581,266 Eucerin 22,409 House ads578,640 AIS Communication 22,318 Retail stores 483,333 Shiseido 22,043 Travel/tours 268,238 Artistry 22,041 Personal products 263,228 Nature Gift Coffee 21,772 Communications 236,705 True Visions UBC Cable 21,080 Leisure 213,207 Nature Gift Direct Sales 19,251 Media/marketing 206,294 Estée Lauder 18,530 Cosmetics 197,460 Honda Passenger Cars 16,503 Motor vehicles 197,386 Source: Adquest Millennium 2009 Source: Adquest Millennium 2009

Top ten magazine owners (2008) Magazine revenue Owner Baht (000s) Praew 316,676 TV Pool 221,700 Bahn Lae Suan 163,346 Lisa Weekly 156,975 Cleo 151,428 Elle 150,188 Rak Loog 105,295 True Visions Magazine 97,026 Koosang-Koosom Magazine 89,942 Di-Chan 88,816 Source: Adquest Millennium 2009

288 THAILAND: RADIO

RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser Baht (000s) Category Baht (000s) Ministry of Defence 104,101 Government/community 1,032,453 Office of the Prime Minister 98,143 House ads 966,071 The Royal Institute 86,890 Communications 656,211 True Move Mobile Phone System 80,563 Leisure 484,402 AIS Mobile Life 72,503 Sundries 384,548 Nitipol Clinic 65,885 Non-alcoholic beverages 346,328 Ministry of Communications 64,870 Media/marketing 312,375 Krungthep Mahanakorn 61,624 Motor vehicles 302,560 Wuttisak Beauty Clinic 59,096 Banks 279,514 PTT 58,868 Retail stores 266,302 Source: Adquest Millennium 2009 Source: Adquest Millennium 2009 Top ten radio owners (2008) Radio revenue Owner Baht (000s) FM.93.0 (SOR TOR ROR) 567,895 FM.106.5 (1 POR NOR) 548,937 FM.105.5 (OR SOR MOR TOR (TV3)) 375,487 FM.103.5 (TOR TOR BOR (TV7)) 374,703 FM.89.0 (YAN KOH) 338,461 FM.90.0 (POL 1) 330,938 FM.94.0 (TOR TOR BOR) 312,351 FM.97.5 (TOR TOR TOR) 307,639 FM.90.5 (VOR POR TOR) 304,097 FM.103.0 (JOR SOR) 287,494 Source: Adquest Millennium 2009

289 THAILAND: OUTDOOR

OUTDOOR Number of outdoor sites: 3,662* *Bangkok only Type, size and cost of sites (Bangkok) Number of Cost per panel Type/size of display sites per month Baht Billboard over 10m.x10m. 1,000 220,000 City vision 100 90,000 Panoramic (bus shelter) 200 30,000 Mupi 1,500 21,000 Trivision 100 420,000 BTS media 500 650,000 MRT media 250 350,000 Building wrap media 12 800,000 Source: ZenithOptimedia records Top ten outdoor advertisers (2008) Outdoor expenditure Advertiser Baht (000s) Baan Preuksa 47,482 Coca-Cola 46,360 Hutch Mobile Phone Systems 44,299 Aeon Credit Cards-Non Banks 41,862 TPI 39,010 Pepsi 37,468 Baan Manthana 35,825 Baan Laddarom Houses 34,099 CP Food 32,060 Acer 30,870 Source: Adquest Millennium 2009

Top ten outdoor product categories (2008) Outdoor expenditure Category Baht (000s) Real estate 1,614,237 Communications 271,531 Motor vehicles 214,500 Non-alcoholic beverages 163,344 Retail stores 157,455 Leisure 128,777 Insurance 117,030 Credit/debit cards 99,561 Building materials & machinery 98,171 Electrical products (not audio-visual) 98,118 Source: Adquest Millennium 2009

290 THAILAND: CINEMA

CINEMA

Number of cinema screens: 580 Source: ZenithOptimedia records

Average cost of a 60 sec. spot per screen per week: Baht 30,000 Source: ZenithOptimedia records

Trend in admissions Admissions Gross takings (mill) Baht (000s) 2003 32.0 400,000 2004 35.8 447,500 2005 36.0 450,000 2006 36.2 452,500 Source: ZenithOptimedia records

Cinema audience profile Age % 15-24 42.1 25-34 29.0 35-49 17.1 50+ 4.2 Sex % Male 46.3 Female 53.7 Income (Baht/month) % <10,000 70.8 10,000-19,999 16.4 20,000-29,999 5.0 30,000-39,999 2.4 40,000-49,999 2.1 >50,000 3.3 Source: AGB Nielsen 2008

291 THAILAND: CINEMA

Top ten films (2008) Gross takings Film Baht (000s) The Mummy: Tomb of the Dragon Emperor 123 องคบาก 2 100 Quantum of Solace 93 The Dark Knight ท 88 ปดเทอมใหญ หัวใจวาวุน 83 หลวงพี่เทง 283 Iron Man 80 สี่แพรง 80 Hancock 78 The Chronicles of Narnia: Prince Caspian 77 Source: Major Cineplex group Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Cinema expenditure Cinema expenditure Advertiser Baht (000s) Category Baht (000s) Happy Mobile Phone System 368,054 Non-alcoholic beverages 895,357 Tri Petch Isuzu Vehicles 328,039 Communications 796,689 Coca-Cola 229,487 Motor vehicles 679,193 Coke Soft Drink 197,016 Snack foods 260,824 M Energy Drink 155,243 Oral products 231,630 Mybacin Mouthwash 124,926 Pharmaceuticals 197,289 Pepsi 122,565 Banks 118,371 Mybacin Oral Products 101,274 Food 109,898 Kasikorn Bank 81,694 Food outlets/restaurants 95,002 Major Bowl 78,673 Alcoholic beverages 88,034 Source: Adquest Millennium 2009 Source: Adquest Millennium 2009 Top ten cinema owners (2008) Share of Owner market Major & EGV 39% SF Cinema 28% EGV 19% Paragon 4% Other 10% Source: Adquest Millennium 2009

292 THAILAND: INTERNET

INTERNET

Homes with internet connection: 16,100,000 (79.3%) Source: Nectec.or.th (2008) Typical monthly cost of internet access: Baht 700

Cost of display ads Top ten search keywords Typical cost per thousand Keyword Type (Baht) Games (Thai) Banner ad 280 Cooking games VDO fixed in page 350 Game (Thai) Expandable with/without VDO 540 Game (English) Floating with/without VDO 1,000 Dressing games Pre-load ad 2,000 Planting games Source: Sanook.com/Manager.co.th/Mthai.com Horoscope Fighting games Internet user profile (2008) Music Age % Other games 12-17 23.7 Source: Trhuehits.net (Oct 2009) 18-23 27.1 24-35 30.0 36-55 14.9 55+ 1.6 Sex % Male 56.0 Female 44.0 Income (Baht/month) % <10,000 51.5 10,000-20,000 23.1 20,000-30,000 9.9 30,000-50,000 6.9 50,000-70,000 2.5 70,000-100,000 1.7 100,000-300,000 2.0 >300,000 2.5 Source: Truehits.net (2008)

293 THAILAND: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Searches Site per month Search engine per month Sanook.com 652,607 Google 98.05% Kapook.com 455,224 Sanook.com 1.02% Mthai.com 395,473 Bing.com 0.55% Exteen.com 279,986 Source: Truehits.net (Oct 2009) Teenee.com 262,866 Dek-D.com 261,956 Manager.co.th 229,702 Gmember.com 173,033 Pramool.com 160,557 Ohozaa.com 156,758 Source: Truehits.net (Sept 2009)

294 THAILAND: MEDIA REACH/OVERALL

MEDIA REACH

% reach by medium (adults) Daily Weekly Monthly Conventional television 93.6 98.0 - Newspapers 26.0 0.3 - Magazines - 0.9 2.8 Radio 36.4 47.6 - Outdoor 24.7 48.6 - Cinema 0.2 1.6 - Internet 10.2 16.2 - Source: NMR Media Index 2009-3 (Jul 08-Jun 09) OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser Baht (000s) Category Baht (000s) Unilever 4,433,954 Motor vehicles 5,659,539 Procter & Gamble 1,737,383 Skin care 5,641,990 Toyota 1,488,401 Communications 5,433,999 L'Oréal 1,429,639 Non-alcoholic beverages 5,300,105 Advance Info Service 1,244,331 Leisure 5,214,610 Osotspa 1,142,564 Government/community 4,952,240 Nestlé 1,131,921 House ads 3,427,215 Beiersdorf 1,125,514 Retail stores 3,420,961 PTT 1,063,265 Real estate 3,311,779 Colgate Palmolive 1,047,836 Toiletries 2,850,093 Source: Adquest Millennium 2009 Source: Adquest Millennium 2009 Top ten media owners (2008) Media revenue Owner Baht (000s) Channel 7 15,706,193 Channel 3 14,355,277 Channel 5 9,963,603 Channel 9 8,939,631 Thai Rath 3,831,779 Bangkok Post 2,634,134 Krungthep Turakij 2,301,141 Channel 11 1,986,612 Daily News 1,397,991 The Nation 1,310,363 Source: Adquest Millennium 2009

295 VIETNAM: ECONOMIC DATA

VIETNAM

ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 16,302 Dong at 2008 rate

Gross Domestic Product (Dong billion) at current prices 481,295 535,762 613,443 715,307 839,211 974,266 1,144,015 1,511,170 % change 9.0 11.3 14.5 16.6 17.3 16.1 17.4 32.1 at 2008 prices 875,281 938,132 1,041,186 1,126,453 1,220,732 1,319,668 1,422,947 1,511,170 % change 9.4 7.2 11.0 8.2 8.4 8.1 7.8 6.2

Gross Domestic Product per capita (Dong 000s) at current prices 5,997 6,626 7,486 8,616 9,982 11,448 13,286 17,350 at 2008 prices 10,906 11,602 12,705 13,568 14,520 15,507 16,525 17,350

Gross Domestic Product (US$ million) at current prices 29,524 32,865 37,630 43,878 51,479 59,764 70,176 92,698 at 2008 prices 53,692 57,547 63,869 69,099 74,882 80,951 87,287 92,698

Gross Domestic Product per capita (US$) at current prices 367.9 406.4 459.2 528.5 612.3 702.3 815.0 1,064.3 at 2008 prices 669.0 711.7 779.4 832.3 890.7 951.2 1,013.7 1,064.3

Population Millions 80.3 80.9 82.0 83.0 84.1 85.1 86.1 87.1

Consumer Price Index 2008=100 55.0 57.1 58.9 63.5 68.7 73.8 80.4 100.0 % change -0.4 3.9 3.2 7.8 8.3 7.4 8.9 24.4

Ad.spend as a % of GDP 0.50 0.49 0.57 0.60 0.48 0.57 0.57 0.50

Advertising Expenditure Growth (%) at current prices 12.5 10.3 32.5 22.4 -5.6 38.1 16.8 15.4 at 2008 prices 12.9 6.2 28.4 13.6 -12.8 28.6 7.3 -7.2 Source: IFS, ZenithOptimedia

296 VIETNAM: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in US$ million at current prices News- Magaz- Outdoor/ Total papers ines TV Radio Cinema transport Internet 1998 109.0 38.0 - 49.0 3.0 - 19.0 - 1999 116.0 37.0 - 56.0 4.0 - 19.0 - 2000 130.7 36.9 - 70.8 3.0 - 20.0 - 2001 147.0 43.0 - 80.0 2.0 - 22.0 - 2002 162.1 48.0 - 90.0 2.1 - 22.0 - 2003 214.7 66.2 - 131.5 0.7 0.1 16.0 0.3 2004 262.9 51.0 26.5 166.4 0.6 0.1 18.0 0.3 2005 248.1 43.3 20.9 162.5 0.6 0.2 20.2 0.4 2006 342.6 54.0 24.3 239.6 0.7 0.2 23.3 0.5 2007 400.2 62.9 27.2 284.4 1.1 0.2 23.9 0.5 2008 461.8 66.7 36.3 331.1 1.4 0.2 25.4 0.6 Source: 1998-1999 SRG Vietnam/AC Nielsen, 2000-2008 Taylor Nelson Sofres (print and TV), Agency estimates (radio, outdoor, internet) Notes: 1. Before discounts 2. Excludes production costs 3. Includes agency commission 4. Includes classified advertising

Main advertising restrictions Tobacco: Banned. Alcohol: Banned. Pharmaceutical: Must be approved by the Ministry of Health. Political: Banned.

297 VIETNAM: POPULATION

POPULATION

Land area (km²) 325,360 Capital city Hanoi Language Vietnamese Currency Dong

Adult population by age* Male Female Total (000s) (000s) (000s) 15-24 175 189 364 25-34 2,081 568 2,649 35-49 3,513 1,997 5,510 50+ 2,181 1,181 3,362 Total 7,951 3,934 11,885 Source: TNS Galileo W1-2009 * top four cities only

Adult status* Male Female Total (000s) (000s) (000s) A 437 256 693 B 893 505 1,398 C 2,702 1,109 3,810 D 2,510 1,423 3,933 E/F 1,409 641 2,051 Total 7,951 3,934 11,885 Source: TNS Galileo W1-2009 * top four cities only

Definition of adult status (based on monthly household income) A = US$1,000 or more B = US$500-US$999 C = US$300-US$499 D = US$150-US$299 E/F = US$150 or less

298 VIETNAM: TELEVISION TELEVISION

Number of households: 11,884,809 Note: These cities only - HoChiMinh, HaNoi, DaNang, CanTho, HaiPhong, NhaTrang Number of television households: 5,803,532 (48.8%) Note: These cities only - HoChiMinh, HaNoi, DaNang, CanTho, HaiPhong, NhaTrang Television homes with: Colour 44.8% VCR 5.7% Cable (connection) - total 48.9% Satellite dish (DTH) - total 1.8% Digital terrestrial television (DTT) 13.1% Source: TNS Galileo Main channels Ad mins per Channel week Commercial VTV1 (National) 518.2 VTV2 (National) 123.5 VTV3 (National) 639.2 HN1 (HN6) 451.9 HP8 (Hai Phong) 654.1 DVTV (Da Nang) 333.5 DRT (Da Nang) 173.2 HTV7 (HCMC) 774.3 HTV9 (HCMC) 452.3 CVTV1 (Can Tho) 667.0 VL1 (VL31) 634.9 DTTV (Dong Thap) 1,101.3 BTV1 (Binh Duong) 417.4 DN1 (Dong Nai) 450.1 LA34 (Long An) 649.8 BRT (Ba Ria Vung Tau) 691.5 HN2 (Ha Tay) 846.0 HVTV (Hue) 240.9 TRT (Hue) 383.7 KTV (Khanh Hoa) 298.3 CT43 (Can Tho) 658.7 BTV2 (Binh Duong) 564.0 HTV2 (HCMC) 280.3 DN2 (Dong Nai) 593.6 CVTV2 (Can Tho) 468.1 LDTV (Lam Dong) 301.4 HGTV (Hau Giang) 389.4 HTV3 (HCMC) 157.3 VTC1 613.7 VTV9 2.1 QTV (Quang Ninh) 0.9 Source: TNS Infosys

299 VIETNAM: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time US$ (000s) US$ VTV1 (National) 2000-2015 1,520 4.4 349.0 VTV3 (National) 2000-2015 1,920 399.9 4.8 HN1 (HN6) 2000-2015 1,310 17.6 74.6 HN2 (Ha Tay) 2000-2015 650 2.0 325.3 VTC1 2000-2015 1,210 4.4 276.5 VTV9 2000-2015 970 4.2 228.9 DVTV (Da Nang) 2000-2015 150 1.2 121.7 HTV7 (HCMC) 2000-2015 4,000 110.7 36.1 HTV9 (HCMC) 2000-2015 2,270 23.6 96.1 HTV3 (HCMC) 2000-2015 1,520 17.5 86.7 VL1 (VL31) 2000-2015 1,620 42.3 38.3 BTV1 (Binh Duong) 2000-2015 510 3.4 151.3 DN1/DN2 (Dong Nai) 2000-2015 610 5.9 104.0 LA34 (Long An) 2000-2015 1,000 7.5 134.0 CT43 (Can Tho) 2000-2015 510 0.2 2,575.8 HGTV (Hau Giang) 2000-2015 180 0.7 250.0 Source: TNS Infosys 4 key cities - Sep 2009

Average CPT (all commercial channels): US$30.9

300 VIETNAM: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults US$ (mill) Commercial VTV1 (National) 9.4 9.9 21.0 VTV2 (National) 0.2 0.2 1.1 VTV3 (National) 27.7 27.2 74.2 HN1 (HN6) 2.1 2.1 8.2 DVTV (Da Nang) 2.1 1.7 9.1 DRT (Da Nang) 0.3 0.3 2.9 HTV7 (HCMC) 27.8 28.6 0.6 HTV9 (HCMC) 5.3 5.9 84.3 CVTV1 (Can Tho) 0.2 0.2 14.4 VL1 (VL31) 16.7 16.2 2.7 DTTV (Dong Thap) 0.0 0.0 24.1 BTV1 (Binh Duong) 0.1 0.1 6.4 DN1 (Dong Nai) 0.3 0.3 2.3 LA34 (Long An) 4.1 4.3 9.2 BRT (Ba Ria Vung Tau) 0.1 0.1 8.2 HN2 (Ha Tay) 1.3 1.1 9.1 HVTV (Hue) 0.0 0.0 9.2 TRT (Hue) 0.0 0.0 0.6 CT43 (Can Tho) 0.1 0.0 1.8 BTV2 (Binh Duong) 0.7 0.7 5.5 HTV2 (HCMC) 0.4 0.4 1.7 DN2 (Dong Nai) 0.3 0.2 8.4 CVTV2 (Can Tho) 0.1 0.1 5.2 LDTV (Lam Dong) 0.0 0.0 6.6 HGTV (Hau Giang) 0.2 0.1 2.0 HTV3 (HCMC) 0.1 0.1 1.8 VTC1 0.3 0.3 2.0 VTV9 0.0 0.0 2.6 Source: TNS Infosys Spot ads only

Top ten television programmes (2008) Adult Programme Channel TVR song gio khach san VL31 12.8 an tinh chua phai VL 31 12.7 hanh dong dot pha VL 31 11.1 tan bao thanh thien VL31 11.1 ba chi em VL 31 11.0 bao cat VL 31 10.5 dang mat nu nhi VL 31 10.0 bong dung muon khoc VTV1 9.9 no tinh chua phai VL31 9.9 van bai den toi VTV3 9.6 Source: TNS Infosys (Data based on 4 key cities: HCM, HAN, DAN, CAN - key channels) (Adult target: P 18-50 ABCD)

301 VIETNAM: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser US$ (mill) Category US$ (mill) Unilever 43.2 Telecommunications 97.4 Procter & Gamble 18.8 Food 77.6 Vinamilk 15.6 Hygiene/beauty 66.4 Thien Khanh Pharma 14.8 Drinks 40.2 Tan Hiep Phat 14.4 Pharmacies/medicine 40.0 Dutch Lady 11.3 Household cleaning 25.2 VMS 7.4 Finance/insurance 16.4 Masan 6.4 Transportation 12.9 VNPT 4.7 Household appliances 8.2 Nestlé 4.6 Construction 7.0 Source: TNS Infosys Source: TNS Infosys

Top ten television owners (2008) TV revenue Owner US$ (mill) HTV7 (HCMC) 100.2 VTV3 (National) 84.2 VTC1 35.4 VL1 (VL31) 28.4 VTV1 (National) 25.6 DTTV (Dong Thap) 22.4 HTV9 (HCMC) 18.6 HN2 (Ha Tay) 11.5 HP8 (Hai Phong) 11.2 HN1 (HN6) 11.1 Source: TNS Infosys

302 VIETNAM: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) US$ US$ US$ Tuoi Tre 520 1,836 2,121 1.2 3,283 Cong An TP HCM 480 2,273 - - 2,980 Thanh Nien 460 1,266 1,717 1.4 2,424 An Ninh The Gioi 420 1,169 - - 1,515 Bong Da 350 924 1,556 1.7 1,944 The Thao Hang Ngay 250 410 909 2.2 1,515 The Thao (SGGP) 200 - 556 - 707 Sai Gon Giai Phong 200 - 1,364 - 2,020 Nguoi Lao Dong 154 209 556 2.7 758 Sai Gon Tiep Thi 150 - - - 1,444 Phu Nu TP HCM 115 411 808 2.0 1,187 Tien Phong 100 125 1,162 9.3 1,616 Phu Nu Thu Do 90 112 - - 889 An Ninh Thu Do 80 641 808 1.3 1,061 The Thao Ngay Nay 80 172 567 3.3 1,111 Lao Dong 80 101 1,111 11.1 1,500 The Thao & Van Hoa 70 129 606 4.7 1,212 Ha Noi Moi 60 95 1,495 15.7 1,869 An Ninh Hai Phong 40 286 556 1.9 1,000 Sinh Vien Viet Nam 25 46 389 8.5 667 Cong An TP Da Nang 20 143 303 2.1 758 Khanh Hoa Chu Nhat 6 110 - - 354 Source: TNS Galileo

Average CPT (B/W): US$2.2

303 VIETNAM: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser US$ (000s) Category US$ (000s) VMS 1,605.2 Telecommunications 11,150 Samsung Electronics 1,324.4 Education/training 5,731 LG Electronics 1,254.1 Distribution 5,228 Vietnam Brewery 1,018.3 Food 5,148 Vinaphone 993.2 Transportation 4,489 Nokia 972.4 Finance/insurance 4,370 Samsung Vina Electronics 791.1 Travel/tourism 3,748 Nguyen Kim 774.2 Pharmacies/medicine 3,361 Sony 701.0 IT/office technology 3,072 Vinamilk 655.5 Household appliances 2,943 Source: TNS Infosys Source: TNS Infosys

Top ten newspaper owners (2008) Newspaper revenue Owner US$ (000s) Tuoi Tre 27,291 Thanh Nien 16,890 Saigon Tiep Thi 5,366 Lao Dong 4,381 Ha Noi Moi 3,471 Thoi Bao Kinh Te Vietnam 2,897 Sai Gon Giai Phong 2,772 Vietnam News 2,540 An Ninh Thu Do 2,479 Phu Nu Tp.Hcm 2,340 Source: TNS Infosys

304 VIETNAM: MAGAZINES

MAGAZINES

Magazines Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Cong An TP HCM 480 613 2,980 4.9 - Gia Dinh & Tre Em (Vi Tre Tho) 360 - 1,010 - - Sai Gon Giai Phong Thu Bay 200 - 404 - - Hoa Hoc Tro 160 520 1,389 2.7 500 Phu Nu Ap Bac 130 - 444 - - The Gioi Phu Nu (TP HCM) 120 836 2,600 3.1 - Hanh Phuc Gia Dinh (Phu Nu VN) 120 619 2,600 4.2 - Thoi Trang Tre 120 254 1,778 7.0 - Tiep Thi & Gia Dinh (Weekly) 118 1,138 3,319 2.9 - Phu Nu Chu Nhat 115 319 707 2.2 - Sai Gon Tiep Thi Nguyet San 100 - 1,311 - - Mon Ngon Viet Nam 95 - 1,333 - - Doi Song Gia Dinh (Phu Nu Thu Do) 90 - 500 - - Heritage Fashion Directory 80 - 5,290 - - Heritage Directory 80 - 5,290 - - Oto Xe May 75 138 2,650 19.2 - Me & Con 70 236 556 2.4 - Nguoi Dep Viet Nam 70 138 808 5.9 - Cam Nang Mua Sam 70 76 1,515 19.9 - Tri Thuc Tre (Tien Phong) 70 75 126 1.7 - Thoi Bao Kinh Te Sai Gon 70 70 1,111 16.0 - Mon Ngon 65 - 1,111 - - Xe & Doi Song 62 65 1,960 30.3 - My Thuat 52 62 2,333 37.5 - E-Chip 50 102 722 7.1 - PC World A - Cong Nghe May Tinh & Mang 50 96 1,200 12.5 - Oto Viet Nam 50 - 2,250 - - Sanh Dieu 50 - 1,833 - - Doanh Nhan Sai Gon 50 - 1,010 - - Dep 49 111 2,056 18.5 - VTM (Giao Duc TP HCM) 45 49 1,100 22.4 - Bep Gia Dinh 45 46 1,111 24.4 - The Gioi So 45 41 1,333 32.8 - The Gioi Nghe Sy (Man Anh San Khau) 45 10 1,389 135.5 - The Gioi Van Hoa 43 181 931 5.2 - Tien Phong Cuoi Thang 40 159 606 3.8 - Bong Da 442 40 141 1,111 7.9 - The Gioi Tieu Dung 40 111 1,111 10.0 - Phu Nu Thoi Dai 40 89 1,768 19.8 - Noi That 40 66 1,000 15.2 - Doanh Nhan Sai Gon Cuoi Tuan 40 40 1,200 29.7 - Tiep Thi & Gia Dinh Vao Bep 35 221 1,222 5.5 - PC World - The Gioi Game 35 48 589 12.3 - Tin Hoc & Doi Song 35 - 1,444 - - Phong Cach 30 63 1,889 30.2 - Dien Tu Tieu Dung 30 - 1,389 - -

305 VIETNAM: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Thoi Bao Vi Tinh Sai Gon 30 - 909 - - The Gioi Dien Anh 25 213 1,515 7.1 - Sinh Vien Viet Nam 2! 25 198 667 3.4 - Nhip Song Tre 20 39 889 22.9 - Phong Cach Dan Ong 17 33 1,389 41.9 - PC World B - Giai Phap & Ung Dung CNTT 15 74 422 5.7 - Dat Mui Cuoi Tuan - 275 972 3.5 - Suc Khoe & Doi Song - 213 808 3.8 606 Thanh Nien Tuan San - 187 758 4.0 - Tuoi Tre Cuoi Tuan - 148 505 3.4 404 Kien Truc Nha Dep - 127 1,100 8.6 - Phu Nu Ngay Nay - 105 1,333 12.7 - Me & Be - 76 1,333 17.5 - The Gioi Hoc Duong - 50 1,111 22.1 - Mot & Cuoc Song - 33 1,611 49.3 - Bac Si Gia Dinh - 29 764 26.6 458 Nhip Cau Dau Tu - 18 1,778 98.5 - OK! Tuyet Voi The Gioi Sao - 1 98 97.8 - Source: TNS Galileo

Average CPT (Colour): US$7.5

306 VIETNAM: MAGAZINES/INTERNET

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser US$ (000s) Category US$ (000s) Unilever 2,132.0 Hygiene/beauty 12,212 L'Oréal 906.2 Food 5,796 Rohto Mentholatum Pharma 893.4 Clothing/textiles 3,552 Dumex Infant & Child Nutrition 769.6 Telecommunications 3,194 Vinamilk 665.8 Pharmacies/medicine 3,101 LG Vina Cosmetics 644.7 IT/office technology 2,096 Diana JSC 586.8 Travel/tourism 1,661 Samsung Electronics 583.2 Household appliances 1,556 Dutch Lady 581.3 Education/training 1,427 Mead Johnson Nutritionals 472.9 Transportation 1,333 Source: TNS Infosys Source: TNS Infosys

Top ten magazine owners (2008) Magazine revenue Owner US$ (000s) Tiep Thi & Gia Dinh 12,845 The Gioi Phu Nu 6,591 Thoi Bao Kinh Te Saigon 2,588 Doanh Nhan Sai Gon Cuoi Tuan 2,128 Heritage 1,900 Dep 1,827 Thoi Trang Tre 1,817 Phong Cach 1,686 Heritage Fashion 1,293 The Gioi Van Hoa 1,186 Source: TNS Infosys INTERNET

Homes with internet connection: 2,809,220

Adult internet users: 5,283,752 (P20-40 ABCD)

Adult internet users with home broadband: 1,818,100

307 VIETNAM: OVERALL

OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser US$ (mill) Category US$ (mill) Unilever 45.9 Telecommunications 112.9 Procter & Gamble 19.2 Food 89.3 Vinamilk 17.0 Hygiene/beauty 80.7 Thien Khanh Pharma 14.8 Pharmacies/medicine 46.8 Tan Hiep Phat 14.8 Drinks 43.7 Dutch Lady 12.3 Household cleaning 26.2 VMS 9.8 Finance/insurance 22.2 Masan 6.5 Transportation 18.8 Vinaphone 6.1 Household appliances 12.7 VNPT 5.3 Distribution 12.5 Source: TNS Infosys Source: TNS Infosys Top ten media owners (2008) Media revenue Owner US$ (mill) HTV7 (HCMC) 100.2 VTV3 (National) 84.2 VTC1 35.4 VL1 (VL31) 28.4 TUOI TRE (Newspaper) 27.3 VTV1 (National) 25.6 DTTV (Dong Thap) 22.4 HTV9 (HCMC) 18.6 THANH NIEN (Newspaper) 16.9 TIEP THI & GIA DINH (Magazine) 12.8 Source: TNS Infosys

308 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.

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