Americas Market & Mediafact 2009 Edition

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Americas Market & MediaFact

2009 Edition

Compiled by: Anne Austin, Nicola Hutcheon

Produced by: David Parry

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 1364-0267

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

ZenithOptimedia is one of the world's leading ZenithOptimedia is committed to delivering to global media services agencies with 218 offices clients the best possible return on their in 72 countries. advertising investment.

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

Page SUMMARY TABLES 1 COUNTRY DATA Argentina 13 Brazil 25 Canada 37 Colombia 59 Costa Rica 74 Ecuador 88 Mexico 102 Panama 119 Peru 129 Puerto Rico 148 United States of America 165 Uruguay 200 Venezuela 212 GLOSSARY 223

SUMMARY TABLES: EXCHANGE RATES

SUMMARY TABLES EXCHANGE RATES

1 US$ = …local currency

Country Currency 2008 2007 % change Argentina Peso 3.14 3.10 1.6 Brazil Real 1.83 1.95 -5.8 Canada Canadian Dollar (C$) 1.07 1.07 -0.7 Colombia Peso 1,967.7 2,078.3 -5.3 Costa Rica Colon 526.24 516.62 1.9 Ecuador US Dollar (US$) 1.00 1.00 0.0 Mexico Peso 11.13 10.93 1.8 Panama Balboa 1.00 1.00 0.0 Peru Nuevo Soles 2.92 3.13 -6.5 Puerto Rico US Dollar (US$) 1.00 1.00 0.0 Uruguay Peso 20.95 23.47 -10.7 USA US Dollar (US$) 1.00 1.00 0.0 Venezuela Bolivar 2.15 2.15 0.0

1 SUMMARY TABLES: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising as a percentage of Gross Domestic Product 2000 2001 2002 2003 2004 2005 2006 2007 2008 Argentina 0.94 0.96 0.49 0.64 0.65 0.69 0.73 0.69 0.65 Brazil 0.83 0.72 0.65 0.67 0.70 0.74 0.71 0.73 0.73 Canada 0.64 0.63 0.62 0.63 0.63 0.63 0.64 0.63 0.64 Colombia 1.23 1.31 1.25 1.21 1.05 2.08 2.15 1.91 1.92 Costa Rica 0.65 0.63 0.70 0.65 0.57 0.58 0.56 0.55 0.73 Ecuador 1.15 1.31 1.53 1.52 1.47 1.56 1.70 1.78 1.82 Mexico 0.59 0.57 0.53 0.45 0.44 0.44 0.45 0.49 0.50 Panama 1.49 1.29 1.34 1.52 1.57 1.53 1.60 1.54 1.54 Peru 0.37 0.34 0.33 0.37 0.31 0.32 0.32 0.32 0.32 Puerto Rico 2.65 2.61 2.56 2.49 2.42 1.99 1.71 1.60 1.60 Uruguay 0.74 0.53 0.40 0.54 0.59 0.52 0.54 0.53 0.48 USA 1.60 1.45 1.43 1.39 1.38 1.34 1.32 1.29 1.19 Venezuela 0.71 0.69 0.74 0.71 0.57 0.47 0.47 0.40 0.36 Americas^ 1.41 1.30 1.28 1.24 1.23 1.19 1.17 1.13 1.06 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 Argentina 2,147 31.5 5.5 47.1 2.7 1.4 9.6 2.3 Brazil 11,563 16.7 8.8 64.2 4.1 0.4 2.9 2.9 Canada 9,545 26.4 7.4 34.0 15.1 - 4.3 12.8 Colombia 3,832 13.1 4.2 56.3 14.7 0.1 10.0 1.5 Costa Rica 207 31.2 0.0 34.0 18.0 - 16.8 - Ecuador 913 14.1 2.8 72.7 8.9 - 1.4 - Mexico 5,428 11.6 9.8 68.9 9.7 - - - Panama 336 20.7 5.7 70.3 3.3 - - - Peru 412 21.8 2.9 48.3 11.3 1.5 12.2 2.0 Puerto Rico 1,841 31.7 3.7 54.5 6.6 0.5 2.6 0.3 Uruguay 146 17.8 5.9 49.2 12.3 2.0 10.8 2.0 USA 170,218 28.1 14.5 33.1 11.9 0.3 4.0 8.2 Venezuela 1,113 21.6 1.3 62.0 3.9 3.8 7.3 0.0 Americas^ 210,935 26.8 13.3 36.4 11.5 0.3 4.0 7.6 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

TELEVISION

Household penetration of TV accessories (%) Television Homes penetration Percentage of TV homes with Country (000s) % Colour PVR Satellite Cable DTT IPTV Argentina 10,101 97 97.3 19.0 2.0 75.0 2.0 1.5 Brazil 54,528 - - - 3.5 6.4 - - Canada 13,139 99 99.0 12.3 26.3 66.8 - - Colombia 10,056 - 98.0 - - 72.0 - - Costa Rica 11,721 94 95.8 - 1.4 24.3 - - Ecuador 2,579 98 97.8 - 1.1 - - - Mexico 26,747 90 98.4 16.7 3.1 21.3 - - Panama 704 77 85.0 - 20.0 60.0 - - Peru 4,784 94 86.1 - 1.2 47.8 - - Puerto Rico 1,350 96 95.0 - 22.0 30.0 - - Uruguay 1,062 93 93.0 - - 48.6 - - USA 116,170 99 100.0 31.5 27.9 62.5 - - Venezuela 5,243 89 - - 8.9 49.5 - -

4 SUMMARY TABLES: TELEVISION

Viewing/rates Average minutes Average 30 sec viewed per day CPT US$ Country Adults Adults Argentina 240 69.7 Canada 257 14.9 Colombia - 6.4 Costa Rica 189 2.6 Ecuador 204 12.1 Mexico 109 91.9 Panama 225 15.5 Peru 184 9.4 Puerto Rico 240 19.0 Uruguay 180 23.4 USA 303 22.4 Venezuela 239 -

5 SUMMARY TABLES: NEWSPAPERS/MAGAZINES

NEWSPAPERS/MAGAZINES Average rates Newspaper Magazine B/W CPT US$ colour CPT US$ Country Adults Adults Argentina 118.6 69.7 Canada 66.8 12.1 Colombia 24.5 19.9 Costa Rica 2.3 7.2 Ecuador 27.7 38.2 Mexico 57.9 31.0 Panama 13.1 38.3 Peru 14.0 10.8 Puerto Rico 12.1 35.3 Uruguay 198.7 64.0 USA 70.0 15.3 Venezuela 24.3 -

6 SUMMARY TABLES: RADIO

RADIO Stations/rates Number of Average 30 sec commercial radio CPT US$ Country stations Adults Argentina 345 1.9 Brazil 3,988 - Canada 649 4.8 Colombia 347 3.9 Costa Rica 150 0.03 Ecuador 583 10.3 Peru 77 0.5 Puerto Rico - 3.6 Uruguay 278 1.3 USA 14,425 - Venezuela 422 -

7 SUMMARY TABLES: OUTDOOR

OUTDOOR Sites Number of Country outdoor sites Argentina 261,064 Brazil 30,418 Canada 44,523 Colombia 13,200 Costa Rica 28 Ecuador* 2,290 Peru 28,307 * Quito & Guayaquil only

8 SUMMARY TABLES: CINEMA CINEMA Screens/rates Number of Average 60 sec cinema CPT US$ Country screens Adults Argentina 473 - Brazil 1,916 - Canada 2,652 Colombia 547 - Costa Rica 94 - Ecuador 120 20.0 Mexico 4,503 - Panama 101 - Peru 231 - Puerto Rico 254 - Uruguay 99 - USA 38,834 63.0 Venezuela 400 -

9 SUMMARY TABLES: CINEMA

Cinema admissions (mill) 2000 2001 2002 2003 2004 2005 2006 2007 2008 Argentina 34.6 37.4 37.4 39.7 58.0 53.0 52.0 52.0 - Brazil 68.0 47.9 - 102.9 114.7 ---- Canada 119.3 119.3 115.0 125.4 119.6 101.0 102.9 104.5 - Colombia 22.8 17.8 17.1 12.9 13.7 11.7 15.4 - - Mexico 123.6 143.0 152.0 137.0 165.7 165.9 168.4 177.8 182.4 Peru - - 8.4 8.6 9.4 9.1 11.3 12.5 12.8 Puerto Rico - - 200.0 250.0 300.0 280.0 265.0 - 255.6 Uruguay 2.6 2.2 2.3 2.5 2.6 2.2 2.1 2.2 2.2 USA 1,420.0 1,490.0 1,630.0 1,570.0 1,530.0 1,400.0 1,500.0 1,400.0 1,400.0 Venezuela - - 14.5 16.1 18.8 19.7 20.6 - -

10 SUMMARY TABLES: INTERNET

INTERNET

Internet Adult population households (%) with access (%) Argentina 45 75 Brazil 45 33* Canada 90 72 Colombia 36 - Ecuador 40 17 Mexico 22 32 Peru 10 32 Puerto Rico 38 89 Uruguay 53 42** USA 75 63 Venezuela 32 38 * ind. 10+ ** adults 30+

11 SUMMARY TABLES: MEDIA REACH

MEDIA REACH

Daily (%) Monthly (%) News- Maga- Mobile papers TV Radio Internet zines Cinema TV Argentina 10 50 20 - 8 22 - Canada - 70 - - 90 26 - Colombia 35 73 68 30 19 19 - Ecuador 31 83 61 13 30 68 - Mexico 20 76 54 16 - - - Peru - - - - 38 22 - Puerto Rico 82 99 87 23 - - - Uruguay 4 99 - - - 8 - USA 52 80 75 35 93 25 2 Venezuela - - - - 13 21 -

12 ARGENTINA: ECONOMIC DATA

ARGENTINA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 3.14 Peso at 2008 rate

Gross Domestic Product (Peso billion) at current prices 268.7 312.6 375.9 447.6 531.9 654.4 812.5 1,038.2 % change -5.5 16.3 20.3 19.1 18.8 23.0 24.1 27.8 at 2008 prices 575.7 531.9 563.7 643.1 697.1 773.0 882.0 1,038.2 % change -4.4 -7.6 6.0 14.1 8.4 10.9 14.1 17.7

Gross Domestic Product per capita (Peso 000s) at current prices 7.2 8.3 9.9 11.7 13.7 16.7 20.6 26.0 at 2008 prices 15.4 14.1 14.8 16.8 18.0 19.8 22.3 26.0

Gross Domestic Product (US$ billion) at current prices 85.5 99.4 119.6 142.4 169.2 208.2 258.4 330.2 at 2008 prices 183.1 169.2 179.3 204.5 221.7 245.9 280.5 330.2

Gross Domestic Product per capita (US$ 000s) at current prices 2.3 2.6 3.1 3.7 4.4 5.3 6.5 8.3 at 2008 prices 4.9 4.5 4.7 5.3 5.7 6.3 7.1 8.3

Population Millions 37.3 37.7 38.0 38.4 38.7 39.1 39.5 39.9

Consumer Price Index 2008=100 46.7 58.8 66.7 69.6 76.3 84.7 92.1 100.0 % change -1.1 25.9 13.5 4.4 9.6 10.9 8.8 8.6

Ad.spend as a % of GDP 0.96 0.49 0.64 0.65 0.69 0.73 0.69 0.65

Advertising Expenditure Growth (%) at current prices -4.0 -39.9 55.1 22.3 26.1 28.6 18.5 20.0 at 2008 prices -2.9 -52.3 36.7 17.1 15.0 16.0 8.9 10.5 Source: IFS, ZenithOptimedia

13 ARGENTINA: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE

Advertising expenditure in Peso (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 3,603 1,580 292 1,260 215 49 207 - 1999 3,231 1,091 306 1,371 204 54 204 - 2000 2,674 654 331 1,182 231 48 228 - 2001 2,568 808 271 1,051 226 44 168 - 2002 1,543 613 77 647 68 26 101 11 2003 2,393 963 128 1,037 83 37 128 17 2004 2,926 1,108 181 1,289 93 43 188 24 2005 3,690 1,282 238 1,744 105 57 232 32 2006 4,747 1,628 251 2,237 126 66 348 91 2007 5,624 1,769 307 2,650 152 76 539 131 2008 6,749 2,072 378 3,179 169 88 661 202

Advertising expenditure in Peso (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 7,478 3,279 606 2,615 446 101 429 - 1999 6,785 2,291 643 2,880 429 114 429 - 2000 5,666 1,386 701 2,505 489 102 483 - 2001 5,502 1,731 581 2,252 484 94 360 - 2002 2,626 1,043 131 1,101 116 45 172 19 2003 3,589 1,444 192 1,555 124 55 192 25 2004 4,204 1,592 260 1,852 134 62 270 34 2005 4,836 1,680 312 2,285 138 75 304 42 2006 5,607 1,923 296 2,642 149 78 411 107 2007 6,105 1,920 333 2,877 165 83 585 142 2008 6,749 2,072 378 3,179 169 88 661 202 Source: AAAA Notes: 1. After discounts 2. Excludes production costs 3. Excludes classified 4. Includes agency commission at 15% until 2001; excludes agency commission from 2002 onwards. 5. 1998-2002 radio, magazines and outdoor are Buenos Aires only; 2003 radio and outdoor are Buenos Aires only. 6. Outdoor monitoring expanded in 2007 to include new types of 'spectaculars' display. 7. Internet includes display and search

Main advertising restrictions Tobacco: Banned on TV, in print and outdoors. Alcohol: May only advertise on TV after 7pm. Pharmaceutical: No restrictions. Children's: No restrictions. Political: No restrictions.

14 ARGENTINA: POPULATION

POPULATION

Land area (km²) 2,736,690 Capital city Buenos Aires Language Spanish Currency Peso Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 5,179 5,017 10,196 16-24 3,336 3,251 6,587 25-34 3,010 2,991 6,001 35-44 2,313 2,347 4,660 45-54 1,978 2,116 4,094 55-64 1,373 1,669 3,042 65+ 1,571 2,432 4,003 Total 18,760 19,823 38,583 Source: Indec

Population status Male Female Total (000s) (000s) (000s) AB/C1 2,080 2,165 4,245 C2/C3 6,887 6,617 13,504 D/E 9,792 11,043 20,835 Total 18,759 19,825 38,584 Source: Asoc. Argentina de Marketing

Definition of adult status AB = upper class C1 = high middle class C2 = middle middle class D = lower class E = subsistence

15 ARGENTINA: TELEVISION

TELEVISION

Number of households: 10,101,427

Number of television households: 9,801,637 (97.0%)

Television homes with: Colour 97.3% VCR 45.0% DVD 55.0% PVR/DVR 19.0% Multiset 2.0% Cable (pass) 78.0% Cable (connection) - total 75.0% Digital cable (connection) 63.0% Satellite dish (DTH) - total 2.0% Digital satellite dish 3.0% Digital terrestrial television (DTT) 2.0% IPTV 1.5% Source: ZenithOptimedia

No TV licence fee

Average minutes viewed per day per adult: 240

Average pay-TV subscription cost Average monthly subscription US$ Cable (analogue) 20 Cable (digital) 35 Source: ZenithOptimedia

16 ARGENTINA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial America TV 75 20 1,400 Canal 9 75 20 1,650 Telefe 75 20 1,620 Canal 13 75 20 1,580 Source: ZenithOptimedia Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time US$ (000s) US$ America TV 2100 9,231 180 51.4 Canal 9 2000 8,846 202 43.8 Telefe 2200 25,385 314 80.8 Canal 13 2200 26,923 314 85.7 Source: BA Average CPT (all commercial channels): US$69.7

Top television programmes (2008) Adult Programme Channel TVR Valientes Canal 13 20 Showmatch Canal 13 19 Talento Argentino Telefe 17 Justo A Tiempo Telefe 16 Nini Canal 13 14 CQC Telefe 12 Source: ZenithOptimedia Top television Top television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser US$ (000s) Category US$ (000s) President 25,080 Hygiene & beauty 65,011 Procter & Gamble 24,376 Food 63,742 GlaxoSmithKline 15,318 Pharmaceuticals 52,003 Genomma Lab 13,981 Communication 51,198 Unilever 12,779 Social institutions 50,786 Kraft Foods 12,450 Commercial property 41,388 Source: ZenithOptimedia Cleaning products 28,087 Source: ZenithOptimedia

17 ARGENTINA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) US$ US$ US$ Clarin (d) 365 402 52,564 130.9 89,744 La Nación (d) 230 253 31,500 124.5 74,200 Perfil (w) 110 121 10,500 86.8 13,450 Página 12 (d) 85 94 8,500 90.9 10,120 Source: ZenithOptimedia

Average CPT (B/W): US$118.6

Top newspaper Top newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser US$ (000s) Category US$ (000s) Coto Cicsa 14,754 Commercial property 71,632 President 11,376 Communication 33,778 Cencosud 10,842 Auto 28,723 Garbarino 10,413 Social institutions 25,987 Fravega Saciei 9,366 Banks 17,816 Carrefour 8,345 Entertainment 13,373 America Movil 6,313 Source: ZenithOptimedia Telecom Argentina 5,038 Source: ZenithOptimedia

18 ARGENTINA: MAGAZINES

MAGAZINES

Magazines w=weekly Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Viva (w) 263 289 14,103 48.7 10,769 La Nacion (w) 155 171 8,974 52.6 7,179 Pronto (w) 75 83 1,282 15.5 897 Gente (w) 65 72 2,051 28.7 1,282 Caras (w) 60 66 2,051 31.1 1,282 Noticias (w) 45 50 1,795 36.3 1,410 Source: ZenithOptimedia

Average CPT (Colour): US$69.7

Top ten magazine Top magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser US$ (000s) Category US$ (000s) Unilever 3,407.5 Hygiene & beauty 12,105 L'Oréal 2,434.3 Textiles 8,065 Varios Grafica 2,298.4 Communication 5,371 President 1,751.8 Social institutions 4,053 Autoavisos Grafica 1,737.6 Auto 3,775 Procter & Gamble 1,162.2 Commercial property 3,321 Grupo Telefonica 984.5 Food 2,934 Beiersdorf 867.8 Tourism 2,677 Renault 781.8 Source: ZenithOptimedia Telecom Argentina 690.5 Source: ZenithOptimedia

19 ARGENTINA: RADIO

RADIO

Number of commercial radio stations: 345 Source: ZenithOptimedia

Average daily listening minutes per adult: 180 Source: ZenithOptimedia

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time US$ (000s) US$ National Mitre AM 0600 300 110 2.7 Radio 10 AM 0900 300 154 1.9 Mega FM 0900 240 110 2.2 Rock & Pop FM 0900 240 198 1.2 Metro FM 1400 210 88 2.4 Main regional LV3 AM 0900 250 154 1.6 Source: ZenithOptimedia

Average CPT (all commercial stations): US$1.9

Top radio Top radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser US$ (000s) Category US$ (000s) Unilever 6,641.5 Communication 9,094.6 President 2,617.7 Social institutions 6,618.4 Telecom Argentina 2,229.4 Commercial property 5,208.9 Quilmes Cerveceria 2,046.6 Food 4,552.2 Grupo Telefonica 1,790.6 Music 4,386.4 Danone 1,477.7 Hygiene & beauty 3,941.6 Time For Fune 1,314.4 Cleaning products 3,397.0 Source: ZenithOptimedia Source: ZenithOptimedia

20 ARGENTINA: OUTDOOR

OUTDOOR

Number of outdoor sites: 261,064

Type, size and cost of sites Number of Cost per panel Type of display sites per month US$ Posters 223,677 38 Gigantografias 4,400 179 Billboards 13,556 141 Illuminated screens 18,731 564 Bablights 700 1,282 Source: ZenithOptimedia

Top outdoor Top outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser US$ (000s) Category US$ (000s) Telecom Argentina 3,186.8 Communication 11,866 Grupo Telefonica 3,136.1 Commercial property 7,528 America Movil 2,344.1 Hygiene & beauty 5,184 Coca-Cola 2,302.8 Food 5,053 Cencosud 1,770.9 Entertainment 4,249 Unilever 1,328.6 Non-alcoholic drinks 4,240 Arcos Dorados 1,244.4 Auto 4,178 Automovil Club Argentino 1,242.3 Finance 3,844 Cannon Puntana 982.0 Source: ZenithOptimedia Source: ZenithOptimedia

Top outdoor contractors (2008) Contractor CBS Publicidad Sarmiento Girola Billboard Publicitar Wall Street Source: ZenithOptimedia

21 ARGENTINA: CINEMA

CINEMA

Number of cinema screens: 473 Source: ZenithOptimedia

Average cost of a 60 sec. spot per screen per week: US$35 Source: ZenithOptimedia

Number of screens used in typical national campaign: 120 Source: ZenithOptimedia

Trend in admissions Admissions (mill) 2002 37.4 2003 39.7 2004 58.0 2005 53.0 2006 52.0 Source: ZenithOptimedia

Cinema demographic profile Age % 16-24 31 25-34 24 35-49 30 50+ 15 Sex % Male 46 Female 54 Source: ZenithOptimedia

Top films * Top cinema owners (2008) Film Owner Ice Age: Dawn of the Dinosaurs Hoyts Harry Potter and the Half-Blood Prince Filmsuez Up Source: ZenithOptimedia El Secreto de Sus Ojos Source: ZenithOptimedia * to date 2009

22 ARGENTINA: INTERNET INTERNET Homes with internet connection: 4,545,642 (45.0%) Adult internet users: 21,290,250 (75.0%) Adult internet users with home broadband: 80.0% Typical monthly cost of internet access: US$10 Average minutes spent online Per day Adults At home 120 At work 240 Total 360 Source: ZenithOptimedia Cost of display ads Top search keywords Typical cost per thousand Typical cost per click Type US$ Keyword US$ Banner 12.8 Soccer 0.16 Pop up 15.4 Entertainment 0.15 Streaming video 25.6 Notices 0.26 Source: ZenithOptimedia Source: ZenithOptimedia Internet user profile Age % 16-24 35 25-34 30 35-54 20 55-64 10 65+ 5 Sex % Male 50 Female 50 Source: ZenithOptimedia Top internet sites (2008) Top search engines (2008) Site Search engine Infobae Google Clarin Yahoo La Nacion Online Terra Diario Ole Source: ZenithOptimedia Terra Source: ZenithOptimedia

23 ARGENTINA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 50 65 75 Online video 20 30 35 Newspapers 10 15 18 Magazines 5 7 8 Radio 20 25 35 Outdoor 30 45 55 Cinema 10 15 22 Source: ZenithOptimedia OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser US$ (000s) Category US$ (000s) President 50,179 Groups/organisations 204,339 Unilever 48,986 Commercial property 172,684 Procter & Gamble 43,682 Communication 154,384 Cencosud 32,075 Hygiene & beauty 127,341 Danone 27,441 Food 121,977 Telecom Argentina 26,356 Social institutions 116,292 Grupo Telefonica 25,671 Pharmaceuticals 72,856 America Movil 21,142 Auto 63,426 GlaxoSmithKline 19,159 Entertainment 59,190 Carrefour 18,594 Cleaning products 53,742 Source: ZenithOptimedia Source: ZenithOptimedia Top media owners (2008) Owner Grupo Clarin Grupo Infobae Grupo Vila Grupo La Nacion Source: ZenithOptimedia

24 BRAZIL: ECONOMIC DATA

BRAZIL ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = Reals 2.35 2.92 3.08 2.92 2.43 2.18 1.95 1.83

Gross Domestic Product (Reals billion) at current prices 1,302 1,478 1,700 1,941 2,147 2,370 2,598 2,890 % change 10.4 13.5 15.0 14.2 10.6 10.4 9.6 11.2 at 2008 prices 2,105 2,202 2,209 2,366 2,449 2,594 2,744 2,890 % change 3.3 4.6 0.3 7.1 3.5 5.9 5.8 5.3

Gross Domestic Product per capita (Reals) at current prices 7,369 8,250 9,364 10,560 11,539 12,595 13,663 15,053 at 2008 prices 11,912 12,294 12,167 12,870 13,163 13,784 14,434 15,053

Gross Domestic Product (US$ billion) at current prices 554.1 506.1 552.5 663.9 882.2 1,089.6 1,334.2 1,575.6

Gross Domestic Product per capita (US$) at current prices 3,136 2,825 3,043 3,611 4,741 5,791 7,017 8,208

Population Millions 176.7 179.1 181.5 183.9 186.1 188.2 190.1 192.0

Consumer Price Index 2008=100 61.9 67.1 77.0 82.0 87.7 91.4 94.7 100.0 % change 6.8 8.5 14.7 6.6 6.8 4.2 3.6 5.6

Ad.spend as a % of GDP 0.72 0.65 0.67 0.70 0.74 0.71 0.73 0.73

Advertising Expenditure Growth (%) at current prices -26.0 -16.5 11.1 26.4 40.1 19.4 25.2 18.7 Source: IFS, ZenithOptimedia

25 BRAZIL: ADVERTISING EXPENDITURE/POPULATION

ADVERTISING EXPENDITURE

Advertising expenditure in US$ million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 6,417 1,444 603 3,832 258 - 281 - 1999 4,295 975 429 2,468 206 - 217 - 2000 5,365 1,154 566 3,105 263 - 278 - 2001 3,968 844 415 2,334 189 - 185 - 2002 3,313 664 314 2,014 152 - 168 - 2003 3,680 664 348 2,237 166 - 210 55 2004 4,653 796 400 2,941 207 - 232 77 2005 6,518 1,087 592 4,141 280 22 284 112 2006 7,784 1,244 693 5,021 335 28 295 167 2007 9,742 1,631 853 6,258 403 40 280 278 2008 11,563 1,894 1,002 7,384 498 49 322 415 Source: InterMeios Research, ZenithOptimedia Notes: 1. After discounts 2. Includes agency commission 3. Includes classified 4. Includes production costs to 2004; excludes from 2005 5. TV includes cable 6. Internet excludes search

Main advertising restrictions Tobacco: Banned before 10pm. Alcohol: Banned before 9pm. POPULATION

Land area (km²) 8,459,417 Capital city Brasilia Language Portuguese Currency Real Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-14 27,093 26,062 53,155 15-64 65,804 67,048 132,852 65+ 5,374 7,358 12,732 Total 98,271 100,468 198,739 Source: CIA Factbook 2009

26 BRAZIL: TELEVISION

TELEVISION Number of households: 54,527,500 Number of television households: 50,520,000 (92.7%) Source: Mídia Dados Television homes with: DVD 13.9% Cable (connection) - total 6.4% MMDS 0.7% Satellite dish - total 3.5% Source: Mídia Dados Main channels Technical penetration Channel (%) Globo 98.4 SBT 86.6 Record 75.7 Bandeirantes 58.6 Rede TV! 57.0 Gazeta 5.5 CNT 4.2 MTV 2.8 Play TV 1.5 Source: Mídia Dados

27 BRAZIL: TELEVISION

Share of viewing Share of viewing (%) 2007 Channel Individuals Globo 47.6 SBT 14.6 Record 14.6 Bandeirantes 4.6 Rede TV! 2.2 Other 16.4 Source: Mídia Dados Top ten television Top ten television product advertisers (2007) categories (2007) TV expenditure TV expenditure Advertiser US$ (mill) Category US$ (mill) Casas Bahia 791.2 Retail 3,648.4 Unilever 614.6 Finance 1,340.7 Ambev 205.5 Personal care 1,117.8 Insinuante 146.5 Consumer services 787.3 Ford 142.9 Public/social services 763.0 Colgate Palmolive 140.2 Beverages 757.4 Coca-Cola 132.8 Culture & leisure 673.3 Fiat 127.3 Vehicles 672.7 Bradesco 118.0 Telecoms 610.0 Grupo Pao de Acucar 111.7 Food 588.3 Source: Monitor Evolution Source: Monitor Evolution

28 BRAZIL: NEWSPAPERS

NEWSPAPERS Newspapers Circulation Title (000s) Folha de São Paulo 303 O Globo 280 Extra 274 O Estado de São Paulo 241 Super Noticia 239 Meia Hora 206 Zero Hora 176 Diario Gaucho 155 Correio do Povo 154 Lance! 113 O Dia 112 Jornal do Brasil 100 Agora São Paulo 83 Estado de Minas 73 Diario de São Paulo 73 Gazeta Mercantil 70 O Amarelinho 64 A Tribuna 59 Expresso da Informacao 58 Correio Braziliense 55 Jornal da Tarde 53 Valor Economico 52 Gazeta de Povo 46 Daqui 45 Diario Catarinense 43 Aqui MG 41 Dairio do Nordeste 41 Source: IVC

Top ten newspaper Top ten newspaper advertisers (2007) product categories (2007) Newspaper expenditure Magazine expenditure Advertiser US$ (mill) Category US$ (mill) Casas Bahia 586.4 Retail 2,811.6 Ponto Frio 119.0 Real estate 1,403.3 Hyundai Caoa 114.2 Consumer services 742.3 General Motors 112.2 Culture & leisure 586.0 Cyrela 100.3 Vehicles 518.2 Casa e Video 80.3 Media 437.7 Supermercado Guanabara 78.8 Finance & insurance 328.4 CVC 78.2 Public & social services 221.9 Vivo 73.1 Telecommunications 221.2 Claro 62.2 Internet 115.0 Source: Monitor Evolution Source: Monitor Evolution

29 BRAZIL: MAGAZINES

MAGAZINES

Magazines w=weekly m=monthly Circulation bm=bimonthly q=quarterly 2007 Title (000s) General interest Veja (w) 1,094 Época (w) 418 Seleções (m) 397 IstoÉ (w) 344 Veja Sao Paulo (w) 343 Veja Rio (w) 104 Carta Capital (w) 32 Women's Claudia (m) 403 Nova (m) 225 Marie Claire (m) 171 Viva Mais (w) 168 Ana Maria (w) 167 Estilo de Vida (m) 122 Malu (w) 94 Criativa (m) 81 Dona & Cia (m) 70 Elle (m) 67 Sou + Eu (w) 50 7 Dias com Voce (w) 42 Uma (m) 40 Vogue (m) 34 Mais Feliz (w) 22 Cabelos Beleza & Cia (m) 21 Corpo & Plastica (bm) 4 Celebrity Caras (w) 279 Contigo (w) 139 Quem Acontece (w) 91 IstoÉ Gente (w) 61 Flash (w) 14 Men's Playboy (m) 222 Men's Health (m) 103 VIP (m) 64 Sexy (m) 48 G Magazine (m) 18 DOM (m) 11 UM (m) 11

30 BRAZIL: MAGAZINES

Magazines cont. w=weekly m=monthly Circulation bm=bimonthly q=quarterly 2007 Title (000s) Science & culture Superinteressante (m) 343 Galileu (m) 129 Aventuras na Historia (m) 59 Planeta (m) 55 Mundo Estranho (m) 54 Piaui (m) 30 Mente & Cerebro (m) 23 Scientific American (m) 21 Bravo (m) 20 Historia Viva (m) 19 Entre Livros (m) 9 Business Voce (m) 187 Exame (q) 177 IstoÉ Dinheiro (w) 68 Epoca Negocios (m) 57 HSM Management (bm) 24 Meu Proprio Negocio (m) 13 Conjuntura Economica (m) 6 Cuisine Receita Minuto (m) 42 Menu (m) 32 Gula (m) 28 Sabor & Vida Diabeticos (m) 15 Lifestyle/health Boa Forma (m) 197 Saude (m) 172 Corpo a Corpo (m) 54 Vida Simples (m) 42 Dieta Ja (m) 15 Viva Saude (m) 13 Estilo Natural (m) 8 Television Monet (m) 181 Tititi (w) 123 Minha Novela (w) 99 TV Brasil (w) 65 Guia da TV (w) 49 Revista da TVA (m) 48 Chega Mais (w) 43 TV Novelas (w) 40 Source: Mídia Dados

31 BRAZIL: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2007) categories (2007) Magazine expenditure Magazine expenditure Category US$ (mill) Category US$ (mill) Unilever 52.9 Retail 296.5 Casas Bahia 30.9 Culture & leisure 229.2 Avon 30.1 Personal care 222.7 Bradesco 28.4 Consumer services 211.8 Vivo 25.8 Finance 203.6 Ford 22.5 Clothing 197.4 BCO ABN Amro Real 20.9 Vehicles 192.5 Mitsibushi 20.8 Media 171.0 L'Oréal 20.4 Telecoms 90.4 Ambev 18.5 Beverages 89.6 Source: Monitor Evolution Source: Monitor Evolution Top ten publishing houses (2008) No. of Publisher titles Abril 107 Panini 54 Alto Astral 22 Escala 19 Europa 18 Segmento 18 On Line 15 Digerati 14 Globo 14 Motor Press 13 Source: Editoras, April 2008

32 BRAZIL: RADIO

RADIO

Number of commercial radio stations: 3,988 Source: Mídia Dados

Number of radio households: 49,500,000 (98.0.%) Source: Mídia Dados

Main stations Station Type Globo AM news/sport Rede Bandeirantes news/music Jovem Pan Sat news/music Rede Gauche Sat - Rede Atlantida - Rede Band - Rede Transamerica Pop - Rede Transamerica Hits - Rede Transamerica Light - Band News - American Sat - Super Sucesso - CBN - Antena 1 Sat - Source: Mídia Dados

Top ten radio Top ten radio product advertisers (2007) categories (2007) Radio expenditure Radio expenditure Category US$ (mill) Category US$ (mill) DM Farmaceutica 77.5 Retail 225.3 Casas Bahia 36.1 Consumer services 147.3 Bradesco 15.6 Finance 136.8 Prezunic 15.1 Culture & leisure 107.4 HSBC 14.3 Pharmaceuticals 78.9 Supermercado Guanabara 11.2 Public/social services 65.7 Volkswagen 10.6 Media 56.7 Ford 9.9 Vehicles 44.5 Claro 9.6 Beverages 36.0 Itau 9.5 Telecoms 35.3 Source: Monitor Evolution Source: Monitor Evolution

33 BRAZIL: OUTDOOR

OUTDOOR

Number of outdoor sites: 30,418 Top ten outdoor Top ten outdoor product advertisers (2007) categories (2007) Outdoor expenditure Outdoor expenditure Category US$ (mill) Category US$ (mill) TIM 1,123 Consumer services 15.2 Unilever 857 Retail 9.3 Avon 740 Clothing 4.1 Claro 604 Culture & leisure 2.8 La Violetera 471 Telecoms 2.7 L'Oréal 465 Personal care 2.3 Contrutora MRV Engenharia 434 Finance 2.0 McDonald's 385 Public/social services 1.6 Coca-Cola 379 Media 1.1 Coorporacao Uniao Sul 356 Food 1.0 Source: Monitor Evolution Source: Monitor Evolution

34 BRAZIL: CINEMA

CINEMA Number of cinema screens: 1,916 Source: Mídia Dados Cinema audience profile Age % 10-14 11 15-19 23 20-29 33 30-39 15 40-49 9 50-64 6 65+ 3 Sex % Male 51 Female 49 Class distribution % A1 11 A2 21 B1 23 B2 20 C 20 D5 Source: Mídia Dados

Top ten cinema Top ten cinema product advertisers (2007) categories (2007) Outdoor expenditure Outdoor expenditure Category US$ (mill) Category US$ (mill) Unilever 23.8 Beverages 40.7 Coca-Cola 16.9 Vehicles 25.7 Ford 16.7 Personal care 21.1 Kaiser 9.4 Finance 14.5 Ambev 7.8 Consumer services 11.5 IG 5.8 Internet 11.0 Fiat 4.7 Media 9.8 Pepsico 2.9 Public/social services 9.0 Claro 2.8 Food 6.7 Unibanco 2.4 Culture & leisure 5.8 Source: Monitor Evolution Source: Monitor Evolution

35 BRAZIL: INTERNET/OVERALL

INTERNET

Homes with internet connection: 24,537,375 (45%)

Ind. 10+ population with internet access: 33%

Internet user profile Age % 10-14 15 15-19 18 20-24 16 25-29 12 30-39 17 40-49 12 50+ 10 Sex % Male 50 Female 50 Class distribution % AB 50 C 37 DE 13 Source: Mídia Dados OVERALL

Top ten overall corporate Top ten overall product advertisers (2007) categories (2007) Media expenditure Media expenditure Advertiser US$ (mill) Category US$ (mill) Casas Bahia 1,451.9 Retail 7,229.1 Unilever 755.8 Finance 2,220.4 Ambev 280.4 Consumer services 1,971.6 Ford 269.1 Vehicles 1,701.3 Fiat 260.0 Culture & leisure 1,688.0 General Motors 230.8 Real estate 1,690.8 Vivo 229.5 Personal care 1,642.0 Claro 214.8 Media 1,350.3 Colgate Palmolive 210.0 Public/social services 1,194.1 Bradesco 204.4 Telecoms 1,159.4 Source: Monitor Evolution Source: Monitor Evolution

36 CANADA: ECONOMIC DATA

CANADA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 1.07 C$ at 2008 rate

Gross Domestic Product (C$ billion) at current prices 1,107 1,155 1,215 1,290 1,369 1,439 1,531 1,602 % change 3.0 4.3 5.2 6.2 6.1 5.2 6.4 4.6 at 2008 prices 1,292 1,318 1,349 1,407 1,460 1,505 1,567 1,602 % change 0.5 2.0 2.3 4.3 3.8 3.1 4.1 2.3

Gross Domestic Product per capita (C$ 000s) at current prices 35.7 36.9 38.4 40.3 42.4 44.1 46.5 48.2 at 2008 prices 41.7 42.1 42.6 44.0 45.2 46.1 47.6 48.2

Gross Domestic Product (US$ billion) at current prices 1,038 1,082 1,138 1,209 1,283 1,349 1,435 1,502 at 2008 prices 1,211 1,235 1,264 1,318 1,368 1,410 1,468 1,502

Gross Domestic Product per capita (US$ 000s) at current prices 33.5 34.6 36.0 37.8 39.7 41.3 43.6 45.2 at 2008 prices 39.1 39.4 39.9 41.2 42.3 43.2 44.6 45.2

Population Millions 31.0 31.3 31.7 32.0 32.3 32.6 33.0 33.3

Consumer Price Index 2008=100 85.7 87.6 90.1 91.7 93.8 95.7 97.7 100.0 % change 2.5 2.2 2.8 1.9 2.2 2.0 2.2 2.3

Ad.spend as a % of GDP 0.63 0.62 0.63 0.63 0.63 0.64 0.63 0.64

Advertising Expenditure Growth (%) at current prices 1.5 2.4 6.5 5.7 5.7 7.7 5.4 4.8 at 2008 prices -1.0 0.2 3.6 3.8 3.4 5.6 3.2 2.5 Source: IFS, ZenithOptimedia

37 CANADA: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE Advertising expenditure in C$ million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 6,316 2,379 451 2,312 930 - 219 25 1999 6,539 2,428 460 2,387 965 - 243 56 2000 6,919 2,581 514 2,450 1,001 - 263 110 2001 7,021 2,501 541 2,553 1,048 - 281 97 2002 7,190 2,510 558 2,593 1,080 - 273 176 2003 7,658 2,529 610 2,827 1,171 - 284 237 2004 8,097 2,611 647 2,963 1,209 - 303 364 2005 8,557 2,659 665 3,014 1,313 - 344 562 2006 9,216 2,635 682 3,241 1,388 - 370 900 2007 9,715 2,568 718 3,299 1,467 - 422 1,241 2008 10,185 2,489 692 3,391 1,547 - 463 1,602 Advertising expenditure in C$ million at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 7,895 2,974 564 2,890 1,162 - 274 31 1999 8,035 2,983 565 2,933 1,186 - 299 69 2000 8,275 3,087 615 2,930 1,197 - 315 132 2001 8,192 2,918 631 2,979 1,223 - 328 113 2002 8,205 2,864 637 2,959 1,233 - 312 201 2003 8,504 2,808 677 3,139 1,300 - 315 263 2004 8,828 2,847 705 3,230 1,318 - 330 397 2005 9,125 2,835 709 3,214 1,401 - 367 599 2006 9,635 2,755 713 3,388 1,451 - 387 941 2007 9,940 2,627 734 3,375 1,501 - 432 1,270 2008 10,185 2,489 692 3,391 1,547 - 463 1,602 Source: TVB, Statistics Canada, CRTC, CAN, CCNA/Les Hebdos du Quebec, Magazines Canada, IAB Canada, NMR Notes: 1. Excludes agency commission 2. Excludes production costs 3. Includes classified advertising 4. After discounts 5. Magazines exclude trade titles 6. Newspapers include dailies only 7. TV figures re-stated to reflect change in source of data from Nielsen Media Research to TVB and CRTC 8. Internet includes all advertising: display (including sponsorship and on-page awareness campaigns), search, classified and email Main advertising restrictions Tobacco: Banned from electronic media and forbidden to target children. Alcohol: Forbidden to target children. Children's: No celebrity endorsements. Advertising to children is forbidden in the province of Quebec.

38 CANADA: POPULATION

POPULATION

Land area (km²) 9,093,507 Capital city Ottawa Language English/French Currency Canadian Dollar

Population by age Male Female Total (000s) (000s) (000s) 0-14 2,873 2,725 5,598 15-24 2,329 2,211 4,540 25-34 2,265 2,238 4,502 35-44 2,460 2,414 4,874 45-54 2,637 2,638 5,275 55-64 1,950 2,009 3,959 65+ 2,008 2,555 4,563 Total 16,522 16,790 33,312 Source: Statistics Canada, CANSIM July 1 2009

Adult status Male Female Total (000s) (000s) (000s) AB 3,345 2,384 5,729 C1 2,005 3,364 5,369 C2 2,234 646 2,880 D 1,687 1,564 3,251 E 4,871 6,603 11,474 Total 14,142 14,561 28,703 Source: PMB Fall 2009

Definition of adult status AB = professionals, senior managers/owners, other managers C1 = technical/sales/teaching/other white collar, clerical/secretarial C2 = skilled D = unskilled E = other

39 CANADA: TELEVISION

TELEVISION

Number of households: 13,139,000

Number of television households: 13,008,000 (99.0%)

Television homes with: Colour 99.0% VCR 52.9% DVD 74.3% PVR/DVR 12.3% Multiset 67.0% Cable (connection) - total 66.8% Digital cable (connection) 40.8% Satellite dish (DTH) - total 26.3% Source: TVBasics 2008-2009, BBM Spring 2009 Survey

Average minutes viewed per day per adult: 257

Average pay-TV subscription cost Average monthly subscription C$ Cable (digital) 37.5 DTH (digital) 49.0-55.0 Source: Rogers, Bell, Star Choice websites

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial CBC Total 99.9 20 1,680 CTV Total 99.9 20 1,680 Global Total 99.5 24 2,016 SRC 55.5 20 1,680 TVA 40.2 24 2,016 TQS 24.7 23 1,680 Source: Infosys BBM-NMR-PPM, Spring 2009

40 CANADA: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time C$ (000s) C$ CBC Total 1800-2300 3,000 651 4.6 CTV Total 1800-2300 27,000 1,093 24.7 Global Total 1800-2300 13,000 566 23.0 SRC 1800-2300 5,000 504 9.9 TVA 1800-2300 8,000 763 10.5 TQS 1800-2300 2,000 66 30.3 Source: Infosys BBM-NMR-PPM, Spring 2009 Average CPT (all commercial channels): C$15.9 Share of viewing & ad revenue Share of viewing (%) 2008 Channel Individuals Adults Non-commercial Family+ 1.7 0.6 TVO 0.6 0.5 Treehouse 1.3 0.6 TFO 0.1 0.0 VRAK 0.6 0.3 Commercial CBC Total 4.1 4.3 CTV Total 8.0 8.7 Global Total 4.8 5.1 SRC 3.6 3.7 TVA 6.8 7.0 TQS 0.8 0.7 Source: Infosys BBM-NMR-PPM, Spring 2009 Top ten television programmes (2008) Adult Programme Channel TVR CSI CTV Toronto (CFTO)+ 11.2 Grey's Anatomy CTV Toronto (CFTO)+ 8.6 American Idol 8 AP CTV Toronto (CFTO)+ 8.6 House Global Ontario (CIII)+ 8.5 American Idol 8 AR CTV Toronto (CFTO)+ 8.3 ER CTV Toronto (CFTO)+ 7.8 Amazing Race 14 CTV Toronto (CFTO)+ 7.0 Criminal Minds CTV Toronto (CFTO)+ 7.0 CSI New York CTV Toronto (CFTO)+ 6.7 24 Global Ontario (CIII)+ 6.5 Source: Infosys BBM-NMR-PPM, Spring 2009

41 CANADA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser C$ (000s) Category C$ (000s) Procter & Gamble 126,210 Food 447,202 GM 74,379 Retail 400,626 Johnson & Johnson 65,291 Auto 352,270 Ford Motor Company 56,701 Entertainment 261,338 Rogers Communications 53,959 Restaurants & night clubs 254,096 Provincial Government Lotteries 50,934 Finance & insurance 208,215 Government of Canada 48,185 Drug products 172,025 Tim Hortons 43,921 Cosmetics & toiletries 149,817 Kraft 42,650 Telecoms 114,315 Mars 42,376 Government 96,209 Source: NMR Annual Summary 2008 Source: NMR Annual Summary 2008

Top television owners (2008) Owner Bell Globemedia Canadian Broadcasting Corporation CanWest MediaWorks Quebecor Media Corus Entertainment Astral Media Cogeco Rogers Media Source: CMDC Ownership & Share Report 2008

42 CANADA: NEWSPAPERS

NEWSPAPERS

Newspapers Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour Title (000s) (000s) C$ C$ C$ National dailies The Globe and Mail - Toronto 309 883 80,892 91.7 90,777 National Post - Toronto 160 429 57,420 133.8 66,265 Regional dailies Toronto Star - Toronto 419 1,096 72,631 66.3 - Metro Toronto - Toronto 278 450 14,113 31.4 - 24 hours - Toronto 271 297 9,568 32.3 - Le Journal de Montréal - Montreal 267 579 15,629 27.0 21,779 The Toronto Sun - Toronto 184 631 11,920 18.9 18,582 The Vancouver Sun - Vancouver 179 428 34,745 81.2 43,977 The Gazette - Montreal 177 294 2,061 7.0 2,531 The Province - Vancouver 166 419 17,731 42.4 22,831 24 heures Montréal - Montreal 145 227 5,568 24.5 - Métro Montréal - Montreal 138 324 11,229 34.7 - Calgary Herald - Calgary 134 285 21,235 74.6 25,013 Ottawa Citizen - Ottawa 132 242 26,939 111.5 32,242 Edmonton Journal - Edmonton 126 269 30,597 113.9 35,011 24 hours (Vancouver) - Vancouver 126 220 6,240 28.3 - Winnipeg Free Press - Winnipeg 125 233 21,281 91.3 - Surrey/North Delta Now - Surrey/North Delta 116 105 6,350 60.3 7,520 The Chronicle Herald 109 183 14,224 77.9 - Niagara This Week - Niagara 96 99 3,807 38.3 - The Surrey/North Delta Leader - Surrey/North Delta 89 93 4,706 50.4 5,765 Le Soleil - Quebec 83 156 1,800 11.6 2,300 The Langley Advance News - Langley 82 47 2,293 49.2 3,223 Times Colonist - Victoria 68 137 12,139 88.3 14,285 The Windsor Star - Windsor 67 143 23,552 164.6 26,493 North Shore News - North Van./West Van. 63 78 4,234 54.1 5,014 The StarPhoenix - Saskatoon 55 84 11,837 140.4 14,014 The Leader Post - Regina 50 81 13,080 161.7 15,366 Metro Ottawa - Ottawa 50 62 4,332 70.4 - Ottawa Sun/Sunday Sun - Ottawa 49 119 5,139 43.1 7,684 Peterborough This Week - Peterborough 47 55 5,919 108.2 - The NOW EMC Ottawa-East - Ottawa 46 65 2,577 39.5 3,136 Sudbury Northern Life - Sudbury 42 59 4,075 68.6 4,781 The Winnipeg Sun - Winnipeg 40 110 4,224 38.5 5,917 Langley Times - Langley 39 54 3,210 59.1 3,739 Times & Transcript - Moncton 37 51 9,937 196.8 11,637 Le Droit - Ottawa 37 89 4,275 48.3 - Metro Halifax - Halifax 35 43 2,702 62.3 - Telegraph Journal - Saint John 33 54 10,202 190.7 11,815 La Tribune - Sherbrooke 32 45 6,025 132.7 - Sault Ste. Marie This Week - Sault Ste. Marie 31 33 2,875 88.2 3,684 Peace Arch News - White Rock 31 41 2,634 63.6 3,516 Maple Ridge-Pitt Meadows Times - Maple Ridge 30 44 1,882 42.4 2,512

43 CANADA: NEWSPAPERS

Newspapers cont. Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour Title (000s) (000s) C$ C$ C$ Regional dailies cont. Le Devoir - Montreal 28 68 6,612 98.0 8,152 Le Quotidien - Chicoutimi 28 54 3,300 61.1 - The Chronicle Journal - Thunder Bay 27 59 6,381 108.2 7,160 Nugget - North Bay 22 24 4,331 183.5 5,113 Daily Gleaner - Fredericton 22 33 4,704 144.7 5,665 Vancouver Courier Downtown Edition - Vancouver 21 108 1,987 18.5 2,467 The Guardian - Charlottetown 20 32 3,853 120.0 - Wheat City Journal - Brandon 19 19 1,478 79.9 1,772 The Examiner - Peterborough 18 46 7,577 165.1 8,243 The Lethbridge Herald - Lethbridge 18 31 4,816 157.4 5,406 Delta Optimist - Delta 17 48 1,388 28.8 1,868 The South Delta Leader - S. Delta/Twaw./Ladner 16 40 1,729 43.0 2,258 Red Deer Advocate - Red Deer 16 25 4,662 189.5 5,401 The Burnaby/New West. NewsLeader - Burnaby 15 54 4,130 76.9 4,718 Daily Courier - Kelowna 15 49 4,214 86.0 4,689 Brandon Sun - Brandon 15 16 3,942 252.7 4,530 Prince George Citizen - Prince George 14 30 3,883 129.4 4,368 Standard-Freeholder - Cornwall 13 21 4,064 190.8 4,659 Guelph Mercury - Guelph 13 26 5,950 228.0 7,200 Packet and Times - Orillia 13 18 4,334 243.5 4,784 Coast Reporter - Sunshine Coast 13 40 1,197 30.2 1,542 The Intelligencer - Belleville 13 29 4,635 157.7 5,535 News - Medicine Hat 12 28 3,262 115.7 3,777 The Tri-City News - Coquitlam/Port Coq./Port Moody 11 64 3,361 52.3 4,008 The Valley Viewer - Kennebecasis Valley 10 19 207 11.0 - The Advance - Barrie 10 55 7,056 128.8 - Burnaby Now - Burnaby 10 68 2,423 35.9 3,353 Daily Press - Timmins 8 16 3,462 212.4 4,202 Barrie Examiner - Barrie 7 36 4,334 119.7 - The Community Press - Sedgewick 3 33 3,516 107.5 4,480 Tribune - Gravelbourg 1 46 726 15.8 976 La Voix de L'Est Le Plus - Granby 1 25 2,500 100.0 - The North Shore Outlook - North Van./West Van. - 35 2,785 80.7 3,373 Metro Calgary - Calgary - 50 4,549 90.6 - Thunder Bay's Source - Thunder Bay - 43 - - - The Richmond Review - Richmond - 44 3,540 81.0 4,216 La Voix de l'Est - Granby - 27 2,500 93.6 - Richmond News - Richmond - 45 2,234 49.2 2,864 Sarnia & Lambton County This Week - Sarnia - 15 1,718 112.3 2,068 Seaway News - Cornwall - 25 3,315 135.3 3,836 24 Hours - Ottawa - 29 9,568 326.6 - Prince George Free Press - Prince George - 21 2,031 95.3 2,325 Lethbridge Sun Times - Lethbridge - 14 1,340 97.1 1,700 Orillia Today - Orillia - 17 4,351 255.9 - Chatham This Week - Chatham - 9 1,370 150.5 1,490 Timmins Times - Timmins - 16 1,676 106.7 - West Prince Graphic - Alberton - 1 1,987 3,973.2 2,462

44 CANADA: NEWSPAPERS

Newspapers cont. Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour Title (000s) (000s) C$ C$ C$ Regional dailies cont. The Advocate - Pictou - 3 1,029 342.9 1,329 The Eastern Graphic - Montague - 4 2,438 658.9 2,913 Record - Sherbrooke - 1 1,732 1,443.0 2,543 Shoreline Beacon - Port Elgin - 0.2 1,084 5,420.8 1,414 Capital News - Kelowna - 60 3,293 55.1 3,758 Metro Vancouver - Vancouver - 139 7,125 51.4 - Kamloops This Week - Kamloops - 33 2,621 79.7 3,062 The Expositor - Brantford - 35 4,500 127.1 5,262 The Hamilton Spectator - Hamilton - 219 11,231 51.4 14,126 The London Free Press - London - 151 15,203 100.5 17,325 The News - New Glasgow - 16 2,280 140.7 2,805 Review - Niagara Falls - 47 4,154 88.0 4,913 The Observer - Sarnia - 37 4,214 115.1 4,789 Star - Sault Ste. Marie - 37 5,659 153.8 6,598 The Sudbury Star - Sudbury - 40 5,418 135.5 6,113 Sun Times - Owen Sound - 16 3,522 216.1 3,997 The Telegram - St. John's - 53 4,214 80.3 5,118 24 Hours (Calgary) - Calgary - 18 2,128 120.9 - Calgary Sun - Calgary - 161 5,920 36.7 8,502 Cape Breton Post - Sydney - 67 5,057 75.0 5,937 Chatham Daily News - Chatham - 26 2,799 106.4 3,399 Journal Pioneer - Summerside - 10 2,589 272.5 3,286 Kingston Whig-Standard - Kingston - 55 4,696 86.0 5,802 Progres-Dim. - Chic./Jonq./La Baie/Lac St-Jean - 52 - - - Red Deer Life - Red Deer - 21 2,196 106.1 2,600 Trentonian - Trenton - 6 1,836 306.0 2,550 Truro Daily News - Truro - 16 2,195 138.9 3,170 Source: Adult readership - NADBank 2009, rates (gross) & circulation - CARD

Average CPT (B/W): C$71.5

45 CANADA: NEWSPAPERS

Top ten newspaper advertisers (2008) Newspaper expenditure Advertiser C$ (000s) Chrysler Consolidated Local Car Dealerships 66,864 Chrysler Dodge Jeep Dealers Association 48,045 GM Consolidated Local Car Dealerships 44,273 Rogers Communications 42,496 BCE Corporation 39,252 Ford Consolidated Local Car Dealerships 36,680 Hyundai 32,917 Pontiac Buick GMC Dealers Association 32,867 Ford Dealers Association 32,723 Misc. real estate developers 32,214 Source: NMR Annual Summary 2008

Top ten newspaper product categories (2008) Newspaper expenditure Category C$ (000s) Retail 449,009 Auto 379,872 Local auto dealers 318,130 Real estate 206,639 Entertainment 158,949 Travel & transport 146,237 Finance & insurance 132,622 Telecoms 115,090 Media 64,248 Education 46,977 Source: NMR Annual Summary 2008

Top newspaper owners (2008) Owner Quebecor Media Transcontinental Media Torstar Daily Newspaper Group/Metroland Publishing CanWest MediaWorks Gesca Limited Bell Globemedia Source: CMDC Ownership & Share Report 2009

46 CANADA: MAGAZINES

MAGAZINES

Magazines Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) C$ C$ C$ Fashion/beauty Glow 401 1,057 22,000 20.8 - Flare 149 1,518 22,220 14.6 16,100 FASHION Magazine 147 2,028 20,970 10.3 - LOULOU (English) 142 693 16,308 23.5 - Elle Canada 131 1,699 16,380 9.6 - Elle Quebec 81 788 9,930 12.6 - LOULOU (French) 71 332 8,720 26.3 - General interest Qu'est-ce qui mijote 1,760 1,392 40,869 29.4 - CAA Mag (ex. Manitoba) 1,602 2,305 28,887 12.5 - Reader's Digest 851 6,564 40,770 6.2 - Touring (French & English) 713 1,171 12,995 11.1 - Famous 650 1,222 28,750 23.5 - Teen Tribute 600 984 17,720 18.0 - Starweek 582 992 17,793 17.9 - Westworld 553 1,255 35,235 28.1 10,715 Tribute 500 1,539 19,900 12.9 - Movie Entertainment 448 1,888 10,300 5.5 - Can. Health&Lifestyle 396 2,477 16,984 6.9 - Primeurs 379 380 7,875 20.7 - Maclean's 352 2,414 36,700 15.2 28,630 Our Canada 1 305 1,016 18,250 18.0 - Prof. Speaking 216 290 1,835 6.3 1,580 Canadian Geographic 202 3,768 16,950 4.5 - Financial Post Bus. 195 1,178 21,125 17.9 - Vervegirl 192 305 13,029 42.7 - People 155 3,560 - - - Good Times 148 478 8,950 18.7 7,460 EnRoute 147 1,078 19,900 18.5 - Golf Canada 137 1,415 14,500 10.2 - ParentsCanada 1 120 1,176 11,995 10.2 - British Columbia Mag. 114 1,135 10,835 9.5 9,752 Profit 113 306 18,180 59.4 14,545 MoneySense 107 846 12,725 15.0 14,545 NOW Magazine 106 321 5,190 16.2 5,190 Outdoor Canada 94 1,544 10,410 6.7 8,849 Canadian Business 91 1,031 18,180 17.6 14,545 Ontario OUT OF DOORS 90 591 8,695 14.7 - Toronto Life 90 728 14,585 20.0 11,660

47 CANADA: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) C$ C$ C$ General interest cont. VOIR 86 500 - - 12,379 Affaires Plus 81 270 9,585 35.5 - Les Affaires 80 271 - - 7,551 What's Up Kids Fm Mag. 76 468 9,900 21.2 - Cool! 75 364 5,045 13.9 - TV Week Magazine 64 235 3,985 17.0 2,690 ICI 64 90 - - 3,867 La Semaine 64 559 7,650 13.7 - Le Mag. Enfants Quebec 62 223 8,185 36.7 7,151 MIRROR 61 127 - - 3,668 Sentier Chasse-Peche 61 478 5,795 12.1 4,790 Canadian Health 53 1,244 8,470 6.8 - Ontario Golf 47 235 5,395 23.0 - Vancouver Magazine 47 313 7,705 24.6 6,695 Beaver 44 348 6,025 17.3 - City Parent 43 108 - - 4,399 Commerce 37 127 5,925 46.7 - HOUR 36 103 - - 2,145 Ottawa Magazine 35 138 4,335 31.4 - Star Inc 29 495 6,510 13.2 - Summum 29 247 3,392 13.7 - Cote Jardins 26 312 4,710 15.1 - Inside Entertainment 25 1,548 - - - Le Lundi 25 513 7,095 13.8 - CAA Mag (Manitoba) - 210 - - - Derniere Heure - 297 - - - Echos Vedettes - 298 - - - Eye Weekly - 213 - - 4,400 Famous Quebec - 182 10,747 59.0 - Hockey News Magazine - 1,997 11,550 5.8 - L'actualite - 860 18,565 21.6 3,867 Le Magazine Jobboom - 411 3,975 9.7 - Quebec Science - 262 3,630 13.9 - Rept on Business Mag. - 1,315 25,325 19.3 - Selection Readers Digest - 1,064 13,230 12.4 - Star Systeme - 343 4,760 13.9 - The Health Journal 1 - 1,108 8,700 7.9 - TV 7 Jours/TV Hebdo - 719 9,770 13.6 -

48 CANADA: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) C$ C$ C$ Home & lifestyle What's cooking 1,760 3,705 40,869 11.0 - Food & Drink 505 2,304 19,348 8.4 - Style at Home 230 1,602 15,950 10.0 - Can. House & Home 227 2,361 19,853 8.4 - Western Living 187 585 20,410 34.9 4,170 Canadian Gardening 147 1,980 13,540 6.8 - Harrwsmth Cntry Life 120 772 8,500 11.0 6,500 Can. Home Workshop 105 1,063 10,000 9.4 - Decoration Chez-Soi 76 744 - - - Ricardo 75 511 10,250 20.1 - Cottage Life 72 956 12,195 12.8 - Fleurs/Plantes/Jardn 68 465 6,874 14.8 - Les Idees De Maison 66 746 6,800 9.1 - Decormag - 677 - - - Renovation Bricolage - 564 4,905 8.7 - Women's Chatelaine (English) 572 3,768 49,400 13.1 - Canadian Living 517 3,959 40,315 10.2 - Homemakers 376 1,608 23,925 14.9 - Coup de Pouce 206 1,254 13,935 11.1 11,501 Chatelaine (French) 196 895 - - 14,280 Alive 173 549 9,500 17.3 - Today's Parent 171 1,866 19,620 10.5 17,145 Bel Age Magazine 136 653 7,850 12.0 6,479 Madame 108 293 7,780 26.6 - Canadian Family 86 863 11,580 13.4 - 7 Jours 85 984 13,050 13.3 - Clin D'Oeil 70 697 8,520 12.2 - Femme D'Aujourd'hui 45 251 4,140 16.5 - Moi&cie 36 225 5,465 24.3 - Tout Simplmt Clodine 36 397 5,720 14.4 - Source: PMB 2008

Average CPT (Colour): C$12.9

49 CANADA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser C$ (000s) Category C$ (000s) Procter & Gamble 50,650 Cosmetics & toiletries 99,058 L'Oréal 25,785 Food 81,787 Kraft 12,692 Retail 59,927 Rogers Communications 10,843 Finance & insurance 57,528 Unilever 8,919 Travel & transport 45,905 Nestlé 8,546 Drug products 42,875 Government of Canada 8,347 Auto 32,562 Johnson & Johnson 7,916 Apparel 28,764 Misc. theatres/clubs 6,573 Hair products 26,601 Quebec Government 5,552 Entertainment 20,888 Source: NMR Annual Summary 2008 Source: NMR Annual Summary 2008

Top magazine owners (2008) Owner Transcontinental Media St.Joseph Communications Rogers Media Quebecor Media Gesca Limited CanWest MediaWorks Source: CMDC Ownership & Share Report 2008

50 CANADA: RADIO

RADIO

Number of radio households: 13,007,610 (99.0%) Source: CMDC Media Digest 2009/10, TV Basics 2008-2009

Number of commercial radio stations: 649 Source: CMDC Media Digest 2009/10

Average daily listening minutes per adult: 163 Source: CMDC Media Digest 2009/10

Costs/audiences M-F=Monday to Friday Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time C$ (000s) C$ Main regional CFGLFM - Montreal adult contemporary 1000-1500 M-F 353 62 5.7 CFMJ - Toronto sports/talk 0530-1000 M-F 75 15 5.2 CFMZFM - Toronto hot adult contemporary 1000-1500 M-F 175 56 3.1 CFNYFM - Toronto modern rock 0500-1000 190 30 6.3 CFQRFM - Montreal adult contemporary 1000-1500 225 28 8.0 CFRB - Toronto news/talk 0500-1000 M-F 110 87 1.3 CFTR - Toronto news 0500-1000 M-F 553 76 7.3 CFXJFM - Toronto urban 1500-2000 M-F 100 15 6.6 CFZM - Toronto adult contemporary 1000-1500 M-F 200 29 7.0 CHFIFM - Toronto adult standards 1000-1500 170 87 2.0 CHMPFM - Montreal news/talk 0600-1000 M-F 500 63 8.0 CHOMFM - Montreal classic rock 1000-1500 M-F 150 32 4.7 CHUM - Toronto gold/oldies (50s-70s) 1000-1500 M-F 50 65 0.8 CHUMFM - Toronto hot adult contemporary 1000-1500 645 65 9.9 CHWO - Toronto adult standards 1000-1500 M-F 100 46 2.2 CIDCFM - Toronto dance/top 40 1500-2000 M-F 175 29 6.1 CILQFM - Toronto classic rock 1000-1500 305 51 6.0 CINF - Montreal news/talk 1000-1500 24 3 7.1 CINGFM - Toronto country 1000-1500 60 11 5.4 CINW - Montreal news/talk 1000-1500 24 3 9.5 CITEFM - Montreal adult contemporary 1000-1500 M-F 235 40 5.9 CJAD - Montreal news/talk 0600-1000 M-F 105 29 3.6 CJAQFM - Toronto hot adult contemporary 1000-1500 M-F 105 18 5.8 CJCL - Toronto sports 0500-1000 140 14 9.7 CJEZFM - Toronto adult contemporary 1000-1500 M-F 160 52 3.1 CJFMFM - Montreal hot adult contemporary 1000-1500 M-F 190 37 5.2 CJPXFM - Montreal classical/fine arts 1000-1500 M-F 50 15 3.2 CJRTFM - Toronto jazz 1000-1500 94 16 6.0 CKAC - Montreal sports 1500-1900 150 21 7.2 CKDX - Toronto adult contemporary 1000-1500 M-F 30 14 2.1 CKFMFM - Toronto hot adult contemporary 1000-1600 M-F 150 30 5.1 CKGM - Montreal sports 1500-1900 M-F 40 4 8.9

51 CANADA: RADIO

Costs/audiences cont. M-F=Monday to Friday Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time C$ (000s) C$ Main regional cont. CKLXFM - Montreal jazz 1000-1500 20 2 8.0 CKMFFM - Montreal top 40 0600-1000 M-F 245 32 7.8 CKOIFM - Montreal top 40 1000-1500 275 32 8.5 WYULFM - Montreal top 40 1500-1900 M-F 40 5 7.7 Source: BBM S1 2009, ZenithOptimedia estimates Note: Toronto is based on avergae quarter hour aud., Montreal is based on average minutes aud.

Average CPT (all commercial stations): C$5.1

52 CANADA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser C$ (000s) Category C$ (000s) Government of Canada 15,939 Retail 130,396 Sears 15,302 Restaurants & night clubs 50,573 Ontario Government 15,101 Finance & insurance 44,003 Provincial Government Lotteries 11,252 Auto 37,387 Rogers Communications 10,238 Government 33,091 Labatt Breweries 9,376 Telecoms 28,530 BCE Corporation 9,247 Entertainment 26,009 Tim Hortons 9,056 Travel & transport 24,570 George Weston 8,940 Petroleum products & auto services 21,891 Home Depot 8,858 Alcohol 20,476 Source: NMR Annual Summary 2008 Source: NMR Annual Summary 2008

Top ten radio Top ten radio owners (2008) sales houses (2008) Owner Sales house Canadian Broadcasting Corporation Canadian Broadcast Sales NewCap Broadcasting imsradio Corus Entertainment Target Broadcast Sales Standard Radio Radio Unie Target Rogers Media Canadian Broadcast Sales CHUM Limited/CTVGlobeMedia CHUM Radio Sales Golden West Broadcasting MPV Radio Maritime Broadcasting System Eastman Radio Astral Media Deep Sky The Jim Pattison Group WTR Media Sales Source: CMDC Ownership & Share Report 2008 Source: CARD

53 CANADA: OUTDOOR OUTDOOR Number of outdoor sites: 44,523 Type, size and cost of sites Number of Cost per panel Type/size of display sites per month C$ Traditional Poster 19,212 132,635 Bulletins & spectaculars 868 13,000 Backlit posters 381 5,000 Street furniture 22,277 1,256 Mural advertising 45 - Outdoor digital 35 - Mall poster 1,705 - Place-based Street level "C" stores 10,700 87 Classic & miniboard 39,048 180 Extra lit & backlitboard 726 850 Mega lit & bigboard 521 1,600 Digital screen & eboard 118 180 Source: COMB MDR April 2009, CARD, Rates based on Toronto CMA Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser C$ (000s) Category C$ (000s) Telus Corporation 36,271 Telecoms 84,882 BCE Corporation 23,084 Retail 52,258 Rogers Communications 21,947 Finance & insurance 43,410 Government of Canada 9,150 Restaurants & night clubs 34,352 McDonald's 9,061 Food 34,026 Molson Coors 8,233 Media 32,783 Tim Hortons 7,869 Entertainment 28,807 Ontario Government 7,311 Alcohol 27,556 Astral Media 6,621 Travel & transport 25,894 Labatt Breweries 6,175 Auto 23,951 Source: NMR Annual Summary 2008 Source: NMR Annual Summary 2008 Top outdoor contractors (2008) Contractor Pattison CBS Outdoor Canada Astral Media Outdoor Zoom Media NEWAD Gallop & Gallop Clear Channel Outdoor Source: COMB MDR April 2009

54 CANADA: CINEMA

CINEMA

Number of cinema screens: 2,652 Source: Statistics Canada

Average cost of a 60 sec. spot per screen per week: C$116 Source: CARD, Cineplex Media, Full Motion, National - All chains

Number of screens used in typical national campaign: 2,335 Source: CARD, Cineplex CARD, Cineplex Media, Full Motion, National - All chains

Trend in admissions Admissions Gross takings (mill) C$ (000s) 2005 101.0 1,152 2006 102.9 1,200 2007 104.5 1,311 Source: Statistics Canada

Cinema audience profile Top cinema owners (2008) Age % Owner 16-24 14.7 Cineplex Entertainment 25-34 18.1 Cinemas Guzzo 35-49 27.8 Stinson Theatres 50+ 27.1 AMC Sex % Rainbow Cinemas & Magic Lantern Theaters Male 47.7 Source: Company websites Female 52.3 Income C$/per year % Top cinema sales houses (2008) Less than 19,999 7.2 Sales house 20,000-24,999 2.7 Adfilms 25,000-34,999 7.3 Cineplex Media 35,000-49,999 12.8 GTV Cinemas 50,000-74,999 22.1 In Theatre Media 75,000+ 47.7 Ozoners Network Source: PMB 2009 Fall 2-Year Readership Source: CARD and Product Database

55 CANADA: INTERNET INTERNET Homes with internet connection: 11,790,938 (89.7%) Adult internet users: 19,946,866 (72.0%) Adult internet users with home broadband: 21,635,754 Typical monthly cost of internet access: C$19.95-C$59.95 Average minutes spent online Per day Adults At home 94 At work 102 Total 196 Source: PMB Fall 2009 Cost of display ads Typical cost per thousand Type C$ Banner 20 Pop-up 35 Streaming video 35 Voken 30 E-newsletter 50-60 Opt-in email 150-300 Source: Interactive Advertising Bureau Canada Internet user profile Top ten search keywords Age % Typical cost per click 16-24 19.5 Keyword C$ 25-34 18.6 facebook 0.50-1.00 35-54 38.3 toronto - 55-64 10.8 youtube - 65+ 7.9 lyrics - Sex % weather - Male 50.7 hotmail - Female 49.4 google - Income C$/per year % games - Less than 19,999 7.1 yahoo - 20,000-24,999 3.1 kijiji - 25,000-34,999 7.6 Source: Interactive Advertising Bureau 35,000-49,999 12.8 Canada, Google 2008 50,000-74,999 22.0 75,000+ 47.2 Source: PMB Fall 2009

56 CANADA: INTERNET

Top ten internet sites (2008) Top ten search engines (2008) Unique visitors Searches Site per month Search engine per month Google Ad Network 22,195 Google Search 707,377 AOL Advertising 21,287 Bing 88,861 Casale Media 20,630 Ask Network 53,696 ValueClick Networks 20,324 Yahoo! Search 50,457 Sympatico - MSN 19,749 Windows Live Homepage 12,831 Facebook 19,043 Nexplore 5,563 Yahoo! Network 18,668 PlusNetwork 4,968 Microsoft Media Network 18,483 Infospace Web Search 4,105 Yahoo! Sites 16,645 Tattoodle 2,954 Tribal Fusion 16,179 AOL Search Network 2,724 Source: ComScore, MyMetrix Aug 2008 Source: ComScore, MyMetrix Aug 2008 Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser C$ (000s) Category C$ (000s) Procter & Gamble 13,687 Internet 39,613 Microsoft 11,118 Computers 17,654 Rogers Communications 10,354 Magazines 17,339 RBC Financial Group 7,625 Travel services 15,711 Transcontinental 7,460 Dating services 14,624 Government of Canada 5,470 Credit cards 13,885 Rogers At Home 4,982 Consumer electronics 12,749 Toronto-Dominion Bank 4,513 Consumer banking 11,216 World Vision Org. 4,131 Religion & charity 10,664 CBS 4,065 Cable/satellite TV 10,255 Source: Evaliant 2008 Source: Evaliant 2008

57 CANADA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 70.0 94.1 99.3 Newspapers - 47.8 - Magazines - - 90.4 Radio - 91.3 - Outdoor - - 80.0 Cinema - 7.8 26.3 Internet - - 73.6 Source: Infosys BBM-NMR-PPM, NADBank 2008, PMB Fall 2009, BBM Radio Databook 2008-2009, OMAC CAD vs USA 2005, Statistics Canada OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser C$ (000s) Category C$ (000s) Procter & Gamble 181,789 Retail 1,092,217 Rogers Communications 139,483 Auto 826,042 Government of Canada 108,286 Food 593,684 GM 100,213 Entertainment 495,991 BCE Corporation 100,081 Finance & insurance 485,778 Telus Corporation 96,884 Telecoms 358,126 Provincial Gov't Lotteries 83,597 Restaurants & night clubs 357,542 Johnson & Johnson 74,699 Local auto dealers 346,377 Ontario Government 74,163 Travel & transport 327,176 Ford 72,966 Drug products 286,205 Source: NMR Annual Summary 2008 Source: NMR Annual Summary 2008 Top ten media owners (2008) Owner Bell GlobeMedia CanWest MediaWorks Torstar Quebecor Media Rogers Media Corus Entertainment Astral Media Canadian Broadcasting Corporation Transcontinental Media Pattison Group Source: ZenithOptimedia estimates

58 COLOMBIA: ECONOMIC DATA

COLOMBIA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 1,968 Peso at 2008 rate

Gross Domestic Product (Peso trillion) at current prices 188.6 203.5 228.5 257.7 285.3 320.3 357.4 392.1 % change 7.8 7.9 12.3 12.8 10.7 12.3 11.6 9.7 at 2008 prices 281.5 285.7 299.5 319.0 336.0 361.9 382.6 392.1 % change -0.1 1.5 4.8 6.5 5.3 7.7 5.7 2.5

Gross Domestic Product per capita (Peso million) at current prices 4.5 5.0 5.5 6.1 6.5 7.3 8.1 8.7 at 2008 prices 6.6 7.0 7.2 7.5 7.7 8.3 8.6 8.7

Gross Domestic Product (US$ billion) at current prices 95.8 103.4 116.1 131.0 145.0 162.8 181.6 199.3 at 2008 prices 143.1 145.2 152.2 162.1 170.7 183.9 194.4 199.3

Gross Domestic Product per capita (US$ 000s) at current prices 2.3 2.5 2.8 3.1 3.3 3.7 4.1 4.4 at 2008 prices 3.4 3.5 3.6 3.8 3.9 4.2 4.4 4.4

Population Millions 42.4 41.1 41.7 42.4 43.7 43.7 44.4 45.0

Consumer Price Index 2008=100 67.0 71.2 76.3 80.8 84.9 88.5 93.4 100.0 % change 8.0 6.3 7.1 5.9 5.1 4.2 5.5 7.0

Ad.spend as a % of GDP 1.31 1.25 1.21 1.05 2.08 2.15 1.91 1.92

Advertising Expenditure Growth (%) at current prices 4.3 -5.3 -5.7 6.9 148.7 14.2 12.5 17.0 at 2008 prices -3.4 -10.9 -12.0 0.9 136.6 9.5 6.6 9.3 Source: IFS, ZenithOptimedia

59 COLOMBIA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in US$ million at current prices News- Magaz- Total papers ines TV Radio 1998 1,111 227 71 636 177 1999 1,024 203 63 592 166 2000 1,031 203 63 598 167 2001 1,075 250 66 660 99 2002 1,018 232 63 619 104 2003 960 230 65 572 93 2004 1,026 258 76 580 112 2005 2,230 348 112 1,346 423 2006 2,582 391 127 1,640 424 2007 2,896 430 138 1,846 483 2008 3,505 565 183 1,782 975 Source: Ibope Notes: 1. After estimated discounts until 2004, before discounts from 2005 2. Excludes production costs 3. Excludes classified until 2006, includes from 2007 4. Excludes agency commission

Main advertising restrictions Tobacco: Cannot advertise on TV before 2230, except through event sponsorship. TV ads must not show the product or its consumption. Can only advertise at the cinema before films from which children are excluded. Alcohol: Cannot advertise on TV before 2300, except through event sponsorship. TV ads must not show the product or its consumption. Can only advertise at the cinema before films from which children are excluded. Pharmaceutical: Can only advertise in technical, medical or scientific publications.

60 COLOMBIA: POPULATION

POPULATION

Land area (km²) 1,109,104 Capital city Bogotá Language Spanish Currency Peso

Population by age Male Female Total (000s) (000s) (000s) 0-15 6,873 6,578 13,451 16-24 4,297 4,153 8,450 25-34 3,324 3,483 6,807 35-44 2,877 3,113 5,990 45-54 2,309 2,525 4,834 55-64 1,453 1,586 3,039 65+ 1,328 1,602 2,930 Total 22,461 23,040 45,501 Source: DANE

Adult status Male Female Total (000s) (000s) (000s) AB 1,694 1,738 3,432 C1 2,825 2,898 5,723 C2 495 508 1,003 D 8,075 8,283 16,358 E 9,372 9,613 18,985 Total 22,461 23,040 45,501 Source: DANE

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

61 COLOMBIA: TELEVISION

TELEVISION

Number of households: 10,056,100

Television homes with: Colour 98.0% DVD 78.4% Cable (connection) - total 72.0% Source: Comision Nacional de TV

No TV licence fee

Average pay-TV subscription cost Average monthly subscription Peso (000s) Cable (analogue) 40 Cable (digital) 70 DTH (digital) 85 Source: Comision Nacional de TV

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial Señal Colombia 23.3 24 - Canal Institucional 12.4 24 - Commercial Canal RCN 93.1 22 2,160 Canal Caracol 92.3 22 2,109 Discovery Channel 47.3 24 - Animal Planet 47.3 24 - TNT 43.3 24 - City TV 40.3 22 1,620 Fox 36.0 24 - Cinemax 26.7 24 - National Geographic Channel 24.8 24 - ESPN 24.0 24 - Canal 13 22.8 24 499 Cartoon Network 22.0 24 - Canal 1 21.2 24 1,542 MGM 20.9 24 - Source: TGI, Ibope

62 COLOMBIA: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time Peso (000s) (000s) Peso Canal RCN 2100-2130 27,126 2,061 13,164 Canal Caracol 2100-2130 29,264 2,336 12,528 Canal 1 2130-2200 2,200 285 7,707 City TV 2000-2030 910 165 5,509 Fox 2130-2200 1,201 147 8,188 TelePacífico 1300-1330 630 106 5,917 TeleAntioquia 1300-1330 334 71 4,684 TeleCaribe 1930-2000 250 52 4,791 Cartoon Network 1900-1930 814 78 10,494 Discovery Channel 2230-2300 1,494 71 21,052 TNT 2230-2300 1,100 56 19,542 National Geographic Channel 2230-2300 796 48 16,631 Animal Planet 1430-1500 787 34 23,054 Canal 13 2300-2330 352 32 11,122 ESPN 1400-1430 2,395 17 142,233 Source: Ibope, ZenithOptimedia

Average CPT (all commercial channels): Peso 12,529.8

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults Peso (mill) Non-commercial Señal Colombia 2.5 2.1 - Canal Institucional 0.8 0.8 - Commercial Canal Caracol 47.1 45.3 1,348,069 Canal RCN 43.9 45.5 1,326,598 Canal 1 2.6 2.9 182,488 TeleAntioquia 0.7 0.8 62,203 Canal Capital 0.5 0.5 61,847 TeleCaribe 0.7 0.8 41,769 TelePacifico 0.5 0.6 40,648 Canal 13 0.4 0.4 32,679 Canal Tro 0.1 0.1 32,013 TeleCafe 0.1 0.2 21,261 Source: Ibope

63 COLOMBIA: TELEVISION

Top ten television programmes (2008) Adult Programme Channel TVR El Cartel Canal Caracol 13.8 La Hija Del Mariachi Canal RCN 13.6 Desafio La Lucha De Regiones Canal Caracol 13.6 Oye Bonita Canal Caracol 12.3 Vecinos Canal Caracol 11.7 Munoz Vale X 2 Canal Caracol 11.6 Nuevo Rico Nuevo Pobre II Canal Caracol 11.6 Nuevo Rico Nuevo Pobre Canal Caracol 11.1 El Ultimo Matrimonio Feliz Canal RCN 11.0 La Quiero A Morir Canal Caracol 10.9 Source: Ibope Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser Peso (mill) Category Peso (mill) Unilever 63,722 Media 161,016 Procter & Gamble 57,729 Pharmaceuticals 151,430 Quala 53,769 Mobile operators 98,835 Tecnoquimicas 53,002 Juice/beverages 74,735 Colgate Palmolive 49,116 Goverment campaigns 92,194 Postobon 48,098 Fizzy drinks 59,822 Comcel 45,854 Music 55,317 Johnson & Johnson 35,425 Supermarkets 49,932 GlaxoSmithKline 30,365 Telecoms 47,728 Alpina 29,936 Nappies 41,673 Source: Ibope Source: Ibope Top ten television channels (2008) TV revenue Owner Peso (mill) Canal Caracol 1,348,069 Canal RCN 1,326,598 City TV 210,315 Canal 1 182,488 TeleAntioquia 62,203 Canal Capital 61,847 Señal Colombia 43,069 TeleCaribe 41,769 TelePacifico 40,648 Canal 13 32,679 Source: Ibope

64 COLOMBIA: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) Peso (000s) Peso Peso (000s) ADN 390 845 14,936 17,682 19,557 El Tiempo 240 1,017 53,136 52,230 80,028 El Espacio 125 168 6,966 41,464 10,190 Hoy 77 176 6,600 37,468 8,700 El Espectador 75 407 12,240 30,084 14,400 El Colombiano 72 281 25,142 89,586 54,140 Q´hubo 68 1,085 2,376 2,191 4,194 El País 68 312 22,680 72,653 40,500 El Heraldo 60 122 23,328 190,916 46,656 Vanguardia Liberal 51 86 12,571 145,669 22,000 Portafolio 47 61 4,956 81,594 8,651 Diario del Sur 26 - 9,396 - 13,932 La Tarde 23 31 8,424 272,533 15,001 La República 23 - 20,250 - 35,316 Source: Ibope

Average CPT (B/W): Peso 48,268.6

Top ten newspaper Top ten newspaper advertisers (2008) product categories (2008) Newspaper expenditure Newspaper expenditure Advertiser Peso (mill) Category Peso (mill) Dell 33,911 Building & real estate 76,475 Comcel 17,085 Education 64,318 GM 14,594 Automotive 63,142 Sofasa 10,836 Computers 42,744 Dian 10,181 Supermarkets 39,741 U De La Sabana 7,574 Goverment campaigns 37,656 Almacenes Exito 7,416 Other retail 35,823 Carulla y Cia. 6,943 Automotive dealers 34,057 Mazda 6,421 Mobile operators 26,885 Kia Motors 5,769 Magazines 22,444 Source: Ibope Source: Ibope

65 COLOMBIA: NEWSPAPERS/MAGAZINES Top ten newspaper Top ten newspaper owners (2008) sales houses (2008) Newspaper revenue Newspaper revenue Owner Peso (mill) Sales house Peso (mill) El Tiempo 467,462 Casa Ed. El Tiempo 524,976 El Colombiano 123,737 El Colombiano 123,737 El Pais 78,531 El Pais 78,531 La Republica 49,015 La Republica 49,015 El Espectador 45,906 El Espectador 45,906 El Heraldo 42,936 El Heraldo 42,936 Vanguardia Liberal 35,869 Vanguardia Liberal 35,869 Diario Del Otun 25,939 Diario Del Otun 25,939 Portafolio 25,912 El Mundo 23,627 El Mundo 23,627 El Universal 22,282 Source: Ibope Source: Ibope MAGAZINES Magazines w=weekly m=monthly bm=bimonthly Adult Full page Adult CPT q=quarterly Circulation readership Colour Colour Title (000s) (000s) Peso (000s) Peso Semana (w) 198 798 18,100 22,686.8 TV y Novelas (q) 195 1,100 7,896 7,178.8 Cromos (w) 170 428 12,000 28,036.7 Revista Diners (m) 157 - 13,100 - Cambio (w) 127 219 11,500 52,533.0 Avianca (m) 120 - 14,000 - Soho (m) 114 532 13,000 24,428.7 Caras (q) 105 360 8,525 23,658.9 Dinero (q) 99 241 12,500 51,852.2 Aló (q) 95 126 6,400 50,894.6 Donjuan (m) 84 155 8,800 56,602.6 Jet Set (q) 81 168 10,400 61,912.1 Shock (m) 79 173 8,100 46,918.4 Fucsia (m) 79 - 10,400 - Poder (q) 65 148 7,150 48,261.9 Axxis (m) 61 - 8,800 - Vanidades (q) - 226 6,270 27,790.1 Tú (m) - 162 5,390 33,269.6 Cosmopolitan (m) - 131 6,380 48,546.6 Credencial (m) - 61 7,490 123,454.8 Casa Viva Cocina (bm) - 52 4,740 91,136.3 Selecciones (m) - 44 4,500 101,580.1 In Fashion (m) - 43 5,962 139,071.6 Source: Ibope Average CPT (Colour): Peso 39,243.2

66 COLOMBIA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser Peso (mill) Category Peso (mill) Unilever 7,428 Automotive 31,283 GM 4,187 Building & real estate 24,994 Bancolombia 3,967 Mobile operators 11,033 Beiersdorf 3,934 Other retail 10,706 Sofasa 3,519 Jewellery & watches 10,390 Johnson & Johnson 3,412 Education 10,383 Avon 2,946 Facial care 8,855 Bavaria 2,524 Hotels & restaurants 8,366 Belcorp 2,382 Women's clothing 7,770 Hyundai 2,304 Health services 7,582 Source: Ibope Source: Ibope

Top ten magazine Top ten magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner Peso (mill) Sales house Peso (mill) Semana 56,618 Publicaciones Semana 111,413 Cromos 21,742 Televisa 55,580 Soho 19,190 Casa Ed. El Tiempo 45,930 Cambio 17,761 Inversiones Cromos 25,259 Motor 16,384 Abreanuncio 18,552 Dinero 15,976 Edimedios 13,436 TV y Novelas 14,376 E. Gamma 11,747 Caras 14,193 Conde Nast 11,686 Avianca 13,436 Editora Inmobiliaria 8,843 Carrusel 10,480 Multirevistas 8,314 Source: Ibope Source: Ibope

67 COLOMBIA: RADIO

RADIO

Number of commercial radio stations: 347 Source: TGI

Average daily listening minutes per adult: 210 Source: TGI

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time Peso (000s) (000s) Peso National CRC Básica news 0600-0800 3,989 293 13,614.3 RCN Básica news 0600-0800 3,900 140 27,857.1 W Radio news 0600-0800 1,771 266 6,657.9 La FM news 0600-0800 1,630 115 14,173.9 Tropicana music 0600-0800 871 183 4,759.6 Radio Uno music 0600-0800 355 237 1,497.9 La Mega music 0600-0800 1,100 114 9,649.1 Los 40 Principales music 0600-0800 1,491 189 7,888.4 Main regional Candela music 0600-0800 286 172 1,665.1 Olimpica St. news 0600-0800 262 62 4,227.4 Emisora Del Atlantico news 0600-0800 80 54 1,483.3 RadioAktica music 0600-0800 389 180 2,162.2 Vibra music 0600-0800 278 126 2,206.3 Rumba St. music 0600-0800 330 27 12,222.2 Radio Tiempo music 0600-0800 162 19 8,536.8 Source: Ibope

Average CPT (all commercial stations): Peso 7,760.7

68 COLOMBIA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser Peso (mill) Category Peso (mill) Bancolombia 56,622 Banking/finance 91,211 Café Aguila Roja 56,157 Goverment campaigns 88,810 Comcel 46,568 Mobile operators 85,440 Bavaria 35,152 Couriers 80,061 Postobon 32,618 Coffee & chocolates 71,705 Servientrega 27,533 Media 61,681 BCO Popular 26,174 Insurance 57,388 GM 25,105 Entertainment 53,859 Telefonica Movistar 23,325 Events/shows 49,600 BCO Davivienda 22,252 Supermarkets 47,979 Source: Ibope Source: Ibope

Top ten radio Top radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner Peso (mill) Sales house Peso (mill) Radio Caracol (national) 284,258 Caracol 849,612 RCN Básica 146,690 RCN 744,944 La W FM 45,988 Oro 127,146 Radio Caracol AM (Bog.) 37,834 Others 123,770 Radio Caracol FM (national) 37,410 Todelar 79,130 Tropicana (Bog.) 34,840 Super 17,768 Todelar Basica (national). 33,228 Melodia 7,438 88.9 Radio Uno (Bog.) 32,808 Source: Ibope Antena 2 Nacional 27,079 Olimpica St. (Cal.) 26,078 Source: Ibope

69 COLOMBIA: OUTDOOR OUTDOOR Number of outdoor sites: 13,200 Type, size and cost of sites Number of Cost per panel Type/size of display sites per month Peso Paraderos 7,800 485,000 Transmilenio 3,200 860,000 Tradicionales (12x4) 1,315 4,600,000 Culata 400 8,150,000 Cerchas 123 2,850,000 Tubularers 90 4,750,000 Prismas 24 4,000,000 LED's 5 25,800,000 Source: ZenithOptimedia Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser Peso (mill) Category Peso (mill) Colombia Movil 4,539.8 Building & real estate 8,629.3 Coca-Cola 3,863.9 Mobile operators 8,054.6 Bavaria 3,462.6 Supermarkets 5,239.1 Telmex 3,410.9 Beer 4,891.5 Almacenes Exito 2,304.9 Telecoms 4,073.6 Comcel 2,047.1 Fizzy drinks 3,493.4 Cerveceria Union 2,005.0 Goverment campaigns 3,177.2 Telefonica Movistar 1,768.0 Automotive 2,934.7 Colombia Telecomunic 1,311.2 Internet operators 2,785.8 Bancolombia 1,287.0 Other liquor 2,702.7 Source: Ibope Source: Ibope Top ten outdoor contractors (2008) Outdoor revenue Contractor Peso (mill) Eucol 22,979 Metrovia 10,819 Ultradifusion 10,412 Ope 10,388 Valtec 9,574 Vallas y Aviso 6,730 Efectimedios 4,996 Lopez Publicid 3,955 Vallas Moderna 3,623 Hercas 2,988 Source: Ibope 70 COLOMBIA: CINEMA

CINEMA

Number of cinema screens: 547 Source: ZenithOptimedia

Average cost of a 60 sec. spot per screen per week: Peso 1,170,000 Source: ZenithOptimedia

Cinema demographic profile Age % 12-19 28.1 20-24 15.9 25-34 27.1 35-39 9.6 40-44 6.9 45-49 5.9 50-54 2.9 55-64 2.7 65-69 0.8 Sex % Male 47.0 Female 51.0 Class % AB 41.0 C 37.0 D 22.0 Source: Ibope

71 COLOMBIA: INTERNET

INTERNET

Homes with internet connection: 3,648,000 (36.3%)

Typical monthly cost of internet access: Peso 80,000

Average minutes spent online Per day Adults At home 120 At work 180 Source: ZenithOptimedia

Cost of display ads Top search engines (2008) Typical cost per thousand Type Peso Search engine Banner 40,000 Google Skycraper 40,000 Yahoo Stay button in home 5,500 Widescreen 70,000 Layer 50,000 Interstitial 70,000 Takeover 70,000 Rich media 70,000 Source: ZenithOptimedia

Internet user profile Age % 12-19 29.9 20-24 14.1 25-34 24.5 35-39 8.7 40-44 6.5 45-49 7.6 50-54 4.5 55-64 3.0 65-69 1.2 Sex % Male 51.0 Female 49.0 Class % AB 33.0 C 38.0 D 28.0 Source: TGI

72 COLOMBIA: MEDIA REACH/OVERALL MEDIA REACH

% reach by medium (adults) Daily Weekly Monthly Conventional television 72.5 93.6 98.9 Newspapers 34.8 - 65.6 Magazines - 12.6 18.5 Radio 68.4 - 82.1 Outdoor - 91.0 - Cinema - 6.3 19.1 Internet 29.8 47.1 53.5 Source: Ibope, TGI OVERALL

Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser Peso (mill) Category Peso (mill) Comcel 117,581 Media 246,673 Bancolombia 90,054 Mobile operators 233,979 Unilever 82,588 Pharmaceuticals 206,323 Procter & Gamble 82,094 Goverment campaigns 204,988 Postobon 81,550 Automotive 172,086 Bavaria 70,020 Banking/finance 149,476 Colgate Palmolive 68,448 Supermarkets 144,697 Café Aguila Roja 58,805 Building & real estate 139,512 Tecnoquimicas 56,492 Education 134,243 Colombia Movil 54,775 Events/shows 126,756 Source: Ibope Source: Ibope Top ten media owners (2008) Media revenue Owner Peso (mill) Caracol 849,612 RCN 744,944 Oro 127,146 Independientes 123,770 Publicaciones Semana 111,413 Todelar 79,130 Televisa 55,580 Casa Ed. El Tiempo 45,930 Inversiones Cromos 25,259 Eucol 22,979 Source: Ibope

73 COSTA RICA: ECONOMIC DATA

COSTA RICA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 516.6 Colones at 2008 rate

Gross Domestic Product (Colones billion) at current prices 5,395 6,061 6,984 8,144 9,512 11,515 13,354 14,983 % change 9.8 12.4 15.2 16.6 16.8 21.1 16.0 12.2 at 2008 prices 11,391 11,722 12,338 12,807 13,145 14,283 15,140 14,983 % change -1.3 2.9 5.3 3.8 2.6 8.7 6.0 -1.0

Gross Domestic Product per capita (Colones 000s) at current prices 1,345 1,478 1,671 1,912 2,197 2,617 2,994 3,315 at 2008 prices 2,841 2,859 2,952 3,006 3,036 3,246 3,395 3,315

Gross Domestic Product (US$ million) at current prices 10,442 11,732 13,518 15,763 18,411 22,290 25,849 29,003 at 2008 prices 22,049 22,691 23,883 24,790 25,444 27,647 29,306 29,003

Gross Domestic Product per capita (US$) at current prices 2,604 2,861 3,234 3,700 4,252 5,066 5,796 6,417 at 2008 prices 5,498 5,534 5,714 5,819 5,876 6,283 6,571 6,417

Population Millions 4.0 4.1 4.2 4.3 4.3 4.4 4.5 4.5

Consumer Price Index 2008=100 47.4 51.7 56.6 63.6 72.4 80.6 88.2 100.0 % change 11.2 9.2 9.5 12.3 13.8 11.4 9.4 13.4

Ad.spend as a % of GDP 0.63 0.70 0.65 0.57 0.58 0.56 0.55 0.73

Advertising Expenditure Growth (%) at current prices 6.8 24.4 6.7 2.7 19.2 16.7 14.6 47.2 at 2008 prices -4.0 13.9 -2.6 -8.6 4.7 4.7 4.8 29.9 Source: IFS, ZenithOptimedia

74 COSTA RICA: ADVERTISING EXPENDITURE/POPULATION

ADVERTISING EXPENDITURE

Advertising expenditure in US$ million at current prices News- Total papers TV Radio Other 2000 103 42 39 14 8 2001 103 39 38 18 9 2002 118 38 46 22 12 2003 113 37 42 22 12 2004 106 35 38 20 13 2005 116 35 42 23 15 2006 126 38 45 24 18 2007 143 45 49 26 24 2008 207 75 74 28 30 Source: Media Gurú Notes: 1. Before discounts 2. Excludes production costs 3. Excludes agency commission 4. Other includes magazines, outdoor and cable

Main advertising restrictions Tobacco: Prohibited in newspapers, cinemas, radio and television. Alcohol: Banned on bank holidays and Sundays. Pharmaceutical: Ban on ads for many medicines; condom ads after 1900 only. Political: Must carry message that they are paid-for political ads. POPULATION

Land area (km²) 50,660 Capital city San Jose Language Spanish Currency Costa Rican colones (CRC) Source: CIA Factbook

Population Male Female Total (000s) (000s) (000s) Total 2,250 2,188 4,438 Source: Instituto Nacional de Estadística y Censo (June 2009)

75 COSTA RICA: TELEVISION

TELEVISION Number of television households: 1,171,875 Source: Instituto Nacional de Estadística y Censos, July 2008 Television homes with: Colour 95.8% VCR 17.7% DVD 56.4% Cable (connection) - total 24.3% Satellite dish (DTH) - total 1.4% Source: Instituto Nacional de Estadística y Censos, July 2008 Average minutes viewed per day per adult: 189 Average pay-TV subscription cost Average monthly subscription CRC Cable (analogue) 18,600 Source: Operators Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial Sinart canal 13 95 17 1,428 Televisora de Costa Rica 85 24 2,016 Repretel canal 6 75 24 2,016 Repretel canal 11 75 24 2,016 Repretel canal 4 65 24 2,016 Source: ZenithOptimedia Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time CRC (000s) CRC Sinart canal 13 1800-2200 186,700 96 1,952.9 Televisora de Costa Rica 1800-2300 592,000 425 1,392.6 Repretel canal 6 1800-2300 610,000 402 1,519.3 Repretel canal 11 1800-2300 305,000 302 1,010.9 Repretel canal 4 1800-2300 170,000 138 1,232.8 Source: Ibope Time Average CPT (all commercial channels): CRC 1,368.4

76 COSTA RICA: TELEVISION

Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults US$ (000s) Commercial Sinart canal 13 1.2 1.4 7,069 Televisora de Costa Rica 26.0 27.1 5,645 Repretel canal 6 25.0 26.1 41,944 Repretel canal 11 10.5 10.9 24,699 Repretel canal 4 4.4 3.7 11,527 Cable 23.6 22.3 6,180 Other 9.3 8.5 - Source: Ibope Time, Media Gurú

Top ten television programmes (2008) Adult Programme Channel TVR RTN Noticias (Avance) Sinart canal 13 39.9 Avance de Noticias Repretel Repretel canal 6 39.5 Dos Hombres y Medio Repretel canal 4 39.0 El Ultimo Matrimonio Feliz Repretel canal 6 38.8 La Pasion de los Santos Sinart canal 13 38.5 Nunca es Tarde Sinart canal 13 38.2 Sin Rodeos Repretel canal 4 37.8 Jesus Repretel canal 4 37.7 Profecias Ancestrales Repretel canal 11 37.7 La Pasion de Cristo Repretel canal 6 37.4 Source: Ibope Time Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser US$ (000s) Category US$ (000s) Colgate Palmolive 5,845.0 Electrical stores 4,590.2 Unilever 5,772.3 Detergent 3,160.1 Procter & Gamble 4,947.3 Toothpaste 2,430.9 Intercl 3,898.0 Slimming pills 2,217.2 Bayer 2,750.5 Credit card suppliers 2,141.9 Dos Pinos 2,537.6 Supermarkets 2,032.4 Importadora Monge 2,268.0 Electrical appliances 1,988.2 Banco Nacional de Costa Rica 2,063.5 Shampoo 1,907.7 Florida Ice & Farm 2,051.3 Fast food 1,900.6 Almacen Gollo 2,006.5 Credit cards 1,715.0 Source: Media Gurú Source: Media Gurú Top television owners (2008) TV revenue Owner US$ (000s) Televisora de Costa Rica 49,205 Repretel 78,171 Sistema Nacional de Televisión 7,069 Source: Media Gurú

77 COSTA RICA: NEWSPAPERS

NEWSPAPERS

Newspapers N=National d=daily Adult Full page Adult CPT Full page w=weekly Circulation readership B/W B/W Colour Title (000s) (000s) CRC (000s) CRC CRC (000s) La Nación (d,N) 120 1,310 1,520 1,160.3 2,508 Diario Extra (d,N) 110 1,338 1,154 862.5 1,518 La Teja (d, N) 88 1,102 750 680.6 750 Al Día (d, N) 75 1,265 693 547.8 963 La Republica (d, N) 27 243 1,104 4,543.2 1,410 La Prensa Libre (d, N) 25 114 495 4,342.1 746 El Financiero (w, N) 15 118 883 7,483.1 1,262 Source: Media Gurú, Estudio General de Medios

Average CPT (B/W): CRC 1,202.0

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser US$ (000s) Category US$ (000s) Banco de Costa Rica 1,444.6 Supermarkets 2,844.3 Más x Menos 1,435.6 Electrical stores 2,361.4 Banco Nacional de Costa Rica 1,382.9 Private universities 1,959.1 Instituto Cost. de Electricidad 1,342.7 Auto 1,426.4 Autos Veinsa 1,163.5 Hardware stores 1,413.6 Almacén Gollo 1,024.9 State universities 1,211.8 Importadora Monge 938.5 Credit card suppliers 1,189.6 Autoensambladora 906.8 Department stores 1,084.5 Megasuper 848.9 Off-road vehicles 1,024.5 Ferretería EPA 839.0 Banking 839.5 Source: Media Gurú Source: Media Gurú

Top newspaper owners (2008) Newspaper revenue Owner US$ (000s) La Nación 53,584 La República 9,524 La Extra 6,636 Al Día 4,898 La Teja 1,842 La Prensa Libre 764 Source: Media Gurú

78 COSTA RICA: MAGAZINES

MAGAZINES

Magazines 2w=twice weekly Adult Full page Adult CPT Full page m=monthly Circulation readership Colour Colour B/W Title (000s) (000s) CRC CRC CRC 4 Sale by Owner (m) 35 74 480,430 6,492.3 480,430 Sabores (m) 22 338 934,500 2,764.8 934,500 TV Novelas (m) 19 209 - - - Cosmopolitan (m) 17 233 901,746 3,870.2 901,746 Vanidades (2w) 16 352 951,843 2,704.1 951,843 Selecciones (m) 14 110 651,261 5,920.6 651,261 Perfil (2w) 12 622 852,000 1,369.8 852,000 Soho (m) 12 145 852,000 5,875.9 852,000 Tu (m) 11 92 801,552 8,712.5 801,552 National Geographic (m) 7 206 801,552 3,891.0 801,552 Pets y Más (m) 7 66 473,417 7,173.0 473,417 Ideas (m) 5 68 701,358 10,314.1 701,358 Buenhogar (m) - 102 - - - Ejercicio y Salud (m) - 86 676,310 7,864.1 676,310 Sources: Estudio General de Medios, magazines

Average CPT (Colour): CRC 3,795.1

79 COSTA RICA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser US$ (000s) Category US$ (000s) Importadora Monge 515.8 Perfume 1,095.5 Saint Honore 411.3 Housing 995.3 Bayer 361.2 Beach real estate 833.4 Johnson & Johnson 346.4 Real estate 696.0 Centenario 344.8 Premium hotels 646.1 Unilever 337.4 Electrical stores 617.3 Cefa 333.3 Aftershave 536.0 Samsung 308.6 Whisky 484.9 Colgate Palmolive 294.0 Skin care 460.5 Holtermann 281.8 Beach hotels 451.1 Source: Media Gurú Source: Media Gurú

Top ten magazine owners (2008) Magazine revenue Owner US$ (000s) Vanidades 4,253.5 Summa 3,342.5 Grupo Taca 3,164.4 Estrategi y Negocios 1,570.3 Cosmopolitan 1,565.9 Construir 1,395.4 Vida y Éxito 1,230.2 Teleguía (La Nación) 1,145.2 4 Sale by owner 1,057.9 Mercadeo y Tendencia 980.3 Source: Media Gurú

80 COSTA RICA: RADIO

RADIO

Number of commercial radio stations: 150 Source: CANARA

Average daily listening minutes per adult: 147 Source: EGM Ipsos

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time CRC (000s) CRC National Musical music 0900-1300 25,000 320 78.1 Omega music 0800-1300 21,600 255 84.7 Exa music 1000-1300 18,000 253 71.1 Reloj news/music 0700-0900 14,000 189 74.1 Sinfonola music 0830-1300 12,000 188 63.8 Vox music 1000-1300 18,000 184 97.8 Columbia Estereo music 0900-1330 18,000 175 102.9 Columbia news/music 1300-1500 15,000 160 93.8 103 Radio music 0800-1315 - 159 - Bésame music 1000-1300 17,500 - - Main regional La Gigante music 0730-0830 5,000 2,643 1.9 Sinaí music 1100-1200 4,300 5,908 0.7 Source: EGM Ipsos Hispania

Average CPT (all commercial stations): CRC 14.7

81 COSTA RICA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser US$ (000s) Category US$ (000s) Más x Menos 1,465.9 Supermarkets 2,167.6 Banco Nacional de Costa Rica 800.7 Electrical stores 2,056.5 Almacenes Gollo 800.3 Credit card suppliers 845.8 Florida Ice & Farm 786.1 Hardware stores 845.6 Unilever 766.4 Private universities 739.1 Instituto Nacional de Elec. 698.6 Coffee 635.1 Importadora Monge 653.4 Condoms 611.4 Banco Popular y de Des. Com. 621.5 ONG 598.9 London 567.4 Restaurants 541.7 Bayer 543.5 Hotels 527.6 Source: Media Gurú Source: Media Gurú

Top ten radio owners (2008) Radio revenue Owner US$ (000s) Los 40 Principales 104.9 Bésame 57.8 Musical 37.2 Rock & Pop 36.2 Eco 32.8 979 Conexión 27.7 La Nueva 90.7 25.1 Pop 89.1 24.8 Radio 103 24.3 IQ 21.9 Source: Media Gurú

82 COSTA RICA: OUTDOOR

OUTDOOR

Number of outdoor sites: 28

Type of sites Type of display Calles y avenidas Paradas de buses Volantes Exterior de medios de transporte Exterior de negocios Mupis Transporte público en triciclo Camiones Autopistas Afiches publicitarios en supermercados Camiones/autos pintados Afiches publicitarios en centros comerciales Interior de buses Otras paredes Teléfonos públicos Degustaciones Obras en construcción Edificios Perifoneo Chinamos Vallas rodantes Pantallas múltiples Señaladores de nombres Postales Muñecos inflados Taxis Aeropuertos Publicidad aérea Source: Ibope Time

83 COSTA RICA: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser US$ (000s) Category US$ (000s) Florida Ice & Farm 771.9 Chicken restaurants 716.2 Phillip Morris 507.6 Cigarettes 519.0 Unilever 469.8 Fast food 517.4 McDonald's 461.0 Beer 516.1 Panamco Tica 438.8 Banking 343.7 LG Electronics 312.6 Pharmaceuticals 328.2 Kentucky Fried Chicken 293.7 Cinema 317.2 BCR 285.2 Private universities 295.8 Haycom 239.3 Credit card suppliers 261.1 BAC San José 238.6 Housing benefit 248.0 Source: Media Gurú Source: Media Gurú

Top ten outdoor contractors (2008) Outdoor revenue Contractor US$ (000s) Vallas Eucor 6,077.2 Gigantografías 1,616.8 Vallas Pol 1,578.1 Interamericana Medios Com. 1,360.5 Vallas Color Visión 641.9 Valas Publiex 552.5 Vallas Colite 536.0 Vallas Panorama 491.5 Publimóvil 357.3 Publitapias 306.9 Source: Media Gurú

84 COSTA RICA: CINEMA

CINEMA

Number of cinema screens: 94 Source: CAMedia Central

Number of screens used in typical national campaign: 94 Source: CAMedia Central

Cinema demographic profile Age % 16-24 64.3 25-34 49.3 35-49 31.6 50+ 14.4 Sex % Male 49.4 Female 50.6 Source: EGM Ipsos Hispania

Top ten cinema Top cinema product categories (2008) owners (2008) Category Owner Electronic banking Cinépolis Diet cola Cinemark Credit card suppliers Circuito Cines Magaly Carbonated drinks Source: ZenithOptimedia Personal credit Taco restaurants SME banking Ice-cream Private universities Credit cards Source: Media Gurú

85 COSTA RICA: INTERNET

INTERNET

Homes with internet connection: 462,157

Adult internet users: 1,115,724

Average minutes spent online Per day Adults At home 152.7 At work 175.5 Source: EGM Ipsos Hispania

Internet demographic profile Age % 16-24 62.2 25-34 47.1 35-54 33.3 55-64 16.3 Sex % Male 54.8 Female 37.1 Source: EGM Ipsos Hispania Top ten Top ten internet sites (2008) search keywords (2008) Unique visitors Site per month Keyword Google 1,042,934 Costa Rica Hotmail 814,092 Hi5 Yahoo 642,031 Youtube Nacion 155,340 Videos Teletica 122,799 Juegos Alata Vista 101,476 You Aldicar 77,920 Yahoo Terra/Lycos 51,205 Hotmail Starmedia 44,858 Google Diario Extra Online 54,006 Fotos Source: Estudio General de Medios Source: Google

86 COSTA RICA: OVERALL

MEDIA REACH Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser US$ (000s) Category US$ (000s) Unilever 7,404 Electrical stores 9,796 Colgate Palmolive 6,359 Supermarkets 7,358 Procter & Gamble 5,192 Credit card suppliers 4,639 Banco Nacional de Costa Rica 4,534 Private universities 4,337 Importadora Monge 4,456 Detergent 3,678 Instituto Cost. de Electricidad 4,283 Chicken restaurants 3,011 Más x Menos 4,095 Hardware stores 3,007 Florida Ice & Farm 3,969 Fast food 2,743 Sony Ericsson 3,898 Toothpaste 2,731 Dos Pinos 3,892 Credit cards 2,583 Source: Media Gurú Source: Media Gurú Top ten media owners (2008) Media revenue Owner US$ (000s) La Nación 53,584 Televisora de Costa Rica 49,205 Repretel canal 6 41,944 Repretel canal 11 24,699 Repretel canal 4 11,527 La República 9,524 Sinart canal 13 7,069 La Extra 6,636 Amnet 6,180 Vallas Eucor 6,077 Source: Media Gurú

87 ECUADOR: ECONOMIC DATA

ECUADOR ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008

Gross Domestic Product (US$ billion) at current prices 21.0 24.9 28.6 32.6 37.2 41.4 43.4 50.1 % change 31.9 18.4 15.0 14.0 13.9 11.3 4.8 15.5 at 2008 prices 30.7 32.3 34.4 38.2 42.5 45.9 47.1 50.1 % change -4.2 5.3 6.6 10.9 11.2 8.1 2.5 6.5

Gross Domestic Product per capita (US$ 000s) at current prices 1.7 2.0 2.2 2.5 2.8 3.1 3.3 3.7 at 2008 prices 2.5 2.6 2.7 3.0 3.3 3.5 3.5 3.7

Population Millions 12.5 12.6 12.8 12.9 13.1 13.2 13.3 13.5

Consumer Price Index 2008=100 68.5 77.1 83.2 85.5 87.6 90.2 92.2 100.0 % change 37.7 12.5 7.9 2.8 2.4 3.0 2.3 8.4

Ad.spend as a % of GDP 1.31 1.53 1.52 1.47 1.56 1.70 1.78 1.82

Advertising Expenditure Growth (%) at current prices 49.5 38.5 14.4 10.1 20.5 21.6 10.1 17.9 at 2008 prices 8.5 23.2 6.1 10.1 17.3 18.7 6.9 15.2 Source: IFS, ZenithOptimedia

88 ECUADOR: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE Advertising expenditure in US$ million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 317 76 9 195 37 - - - 1999 170 41 5 104 20 - - - 2000 184 33 6 119 26 - - - 2001 275 41 8 198 28 - - - 2002 381 56 11 276 38 - - - 2003 436 68 14 307 47 - - - 2004 480 79 18 333 50 - - - 2005 578 89 20 408 55 0.2 6.1 0.1 2006 703 107 20 513 56 0.2 7.7 0.1 2007 774 109 22 563 69 0.3 11.0 0.2 2008 913 126 27 684 63 0.6 12.0 0.5 Source: Ibope Notes: 1. Before discounts 2. Excludes production costs 3. Includes agency commision 4. Excludes classified advertising

Main advertising restrictions Tobacco: Banned on TV. Alcohol: Banned before 8pm. Pharmaceutical: No restrictions for OTC medicines. Political: Prohibited two days before elections.

89 ECUADOR: POPULATION

POPULATION

Land area (km²) 276,841 Capital city Quito Language Spanish Currency US dollar

Population by age Male Female Total (000s) (000s) (000s) 0-15 2,108 2,195 4,303 16-24 1,300 1,354 2,654 25-34 1,086 1,131 2,217 35-44 863 898 1,761 45-54 648 674 1,322 55-64 429 447 876 65+ 427 445 872 Total 6,861 7,144 14,005 5,602 Source: INEC Proyecciones 2009 -1,000.0

Population status Male Female Total (000s) (000s) (000s) AB 892 929 1,821 C1 1,578 1,643 3,221 C2 1,921 2,000 3,921 D 1,441 1,500 2,941 E 1,029 1,072 2,101 Total 6,861 7,144 14,005 Source: INEC

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

90 ECUADOR: TELEVISION

TELEVISION

Number of households: 2,578,571

Number of television households: 2,527,000 (98.0%)

Television homes with: Colour 97.9% VCR 20.4% DVD 78.3% Cable (pass) 12.7% Satellite dish (DTH) - total 1.1% Source: TGI, Ibope Time

No TV licence fee

Average minutes viewed per day per adult: 204

Average pay-TV subscription cost Average monthly subscription US$ Cable (analogue) 40 Cable (digital) 70 DTH (digital) 65 Source: Ratecards

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial Ecuavisa 42.2 24 2,132 RTS 22.7 24 3,220 Teleamazonas 27.7 24 1,850 Gama TV 22.5 24 3,014 TC Televisión 27.3 24 2,540 Canal Uno 13.8 24 2,364 Source: Ibope Time

91 ECUADOR: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak 30 sec audience adult CPT Channel US$ (000s) US$ Ecuavisa 1,617 235 6.9 RTS 1,450 140 10.4 Teleamazonas 2,400 150 16.0 Gama TV 1,227 85 14.5 TC Televisión 2,730 178 15.4 Canal Uno 760 54 14.1 Source: Ibope Time

Average CPT (all commercial channels): US$12.1 Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults US$ (000s) Commercial Ecuavisa 29 28 31,831 RTS 14 14 33,313 Teleamazonas 19 18 25,459 Gama TV 15 14 23,272 TC Televisión 17 19 35,925 Canal Uno 6 7 14,502 Source: Infomedia, Ibope Time Top ten television programmes (2008) Adult Programme Channel TVR Cholito (soap opera) Ecuavisa 13.4 La Hija del Mariachi (soap opera) TC Televisión 11.7 Bailando por la Boda de Mis Sueños (reality) Gama TV 10.5 Cobras y Lagartos (soap opera) Ecuavisa 10.4 Páginas de la Vida (soap opera) Ecuavisa 10.0 Pura Sangre (soap opera) TC Televisión 8.9 Victoria (soap opera) Ecuavisa 8.5 La Traición (soap opera) Ecuavisa 8.4 Madre Luna (soap opera) Ecuavisa 8.1 Gama Films (movie) Gama TV 7.3 Source: Ibope Time Note: Regular programming only; e.g. no football matches

92 ECUADOR: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser US$ (000s) Category US$ (000s) Unilever 11,108 Mobile services 18,822 Conecel 9,754 Shampoo 8,179 Otecel 8,369 Home appliances 4,361 Colgate Palmolive 5,994 Lotteries 4,199 Johnson & Johnson 4,557 Credit cards 4,117 Lotería Nacional 4,233 Helplines 4,077 Procter & Gamble 4,150 Deodorants 4,016 Nestlé 3,655 Vehicles 3,529 Alicorp 3,371 Beer 3,330 Quala 3,057 Juices 3,034 Source: Infomedia Source: Infomedia

Top television owners (2008) TV revenue Owner US$ (000s) Gobierno 59,197 Angel Gonzáles 33,313 Grupo Alvarado 31,831 Grupo Pichincha 25,459 Macel Rivas 14,502 Source: Infomedia

93 ECUADOR: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) US$ US$ US$ Extra (d, N) 200 359 2,992 8.3 4,489 El Universo (d, N) 180 332 10,200 30.7 14,150 El Comercio (d, N) 90 177 8,880 50.2 12,000 Súper (d, N) 50 90 1,440 16.0 1,800 La Hora (d, R) 40 16 2,380 148.8 3,910 Expreso (d, N) 35 71 3,084 43.4 4,626 Source: Ibope Time, ratecards

Average CPT (B/W): US$27.7

Top ten newspaper Top ten newspaper advertisers (2008) product categories (2008) Newspaper expenditure Newspaper expenditure Advertiser US$ (000s) Category US$ (000s) General Motors 2,603.8 Vehicles 9,359.6 Importadora El Rosado 2,243.5 Mobile services 3,361.9 Conecel 1,823.2 Department stores 3,288.0 Lotería Nacional 1,442.1 Universities 3,063.1 Otecel 1,227.3 Banks 2,645.6 De Prati 1,139.8 Urbanisations 2,464.5 Automotores y Anexos 906.5 Home appliances 2,236.8 Banco Pichincha 747.6 Credit cards 2,062.8 AM Digital 737.7 Supermarkets 1,640.8 Supermaxi 702.1 Hospitals 1,543.9 Source: Infomedia Source: Infomedia

Top newspaper owners (2008) Newspaper revenue Owner US$ (000s) Grupo El Comercio 31,773 El Universo 31,694 Gráficos Nacionales 9,008 Hoy 8,835 El Telégrafo (Gobierno) 7,436 Source: Infomedia

94 ECUADOR: MAGAZINES MAGAZINES Magazines f=fortnightly m=monthly Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) US$ US$ Vistazo (f) 66 126 2,890 22.9 Hogar (m) 47 75 1,870 24.9 La Onda (m) 37 72 1,900 26.4 Caras (m) 35 - 1,800 - Cosas (m) 35 44 2,700 61.4 Generación 21 (m) 28 43 1,240 28.8 Estadio (f) 20 54 1,165 21.6 Vanidades (m) 20 46 2,800 60.9 TV y Novelas (m) 12 19 1,300 68.4 Seventeen (m) 9 12 1,300 108.3 Mariella (m) 7 13 2,100 161.5 Source: Ibope Time Average CPT (Colour): US$38.2 Top ten magazine Top ten magazine advertisers (2008) product categories (2008) Magazine expenditure Magazine expenditure Advertiser US$ (000s) Category US$ (000s) Johnson & Johnson 1,042.3 Vehicles 718.8 Unilever 521.9 Mobile services 529.5 BDF Beiersdorf Medical 473.6 Skin care 515.9 Conecel 395.5 Boutiques 484.2 Samsung 316.1 Credit cards 476.8 Nestlé 285.5 Banks 436.6 Banco de Guayaquil 261.9 Airlines 423.5 Yanbal 260.8 Clocks 386.1 Automotores y Anexos 210.3 Furniture 366.4 Colgate Palmolive 206.7 Shampoo 355.9 Source: Infomedia Source: Infomedia Top magazine owners (2008) Magazine revenue Owner US$ (000s) Grupo Ensa 4,765.9 Cosas 2,449.5 Vanguardia 1,515.2 Vanidades Continental 1,364.8 Caras 904.5 Grupo Diners 600.2 Soho 522.2 La Onda 404.1 Source: Infomedia

95 ECUADOR: RADIO

RADIO

Number of radio households: 2,062,857 (80.0%) Source: ENM Ecuador, ZenithOptimedia

Number of commercial radio stations: 583 Source: Ecuador Comunicaciones

Average daily listening minutes per adult: 168 Source: ENM Ecuador, ZenithOptimedia

Costs/audiences Peak rate Peak adult 30 sec peak (30 sec) audience adult CPT Station Type US$ (000s) US$ National Cristal news/talk 8 58 0.1 Sucre news/talk 10 31 0.3 Caravana news/sport 8 33 0.2 Canela news/music 12 39 0.3 Fabu music 14 17 0.8 Galaxia music 14 37 0.4 Tropicalida music 14 35 0.4 Antena 3 music 9 38 0.2 Punto Rojo music 9 17 0.5 Onda Positiva music 8 21 0.4 Source: Mercados & Proyectos

Average CPT (all commercial stations): US$0.3

96 ECUADOR: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser US$ (000s) Category US$ (000s) Otecel 836.6 Mobile services 1,660.1 Conecel 569.4 Events 957.5 Lotería Nacional 377.3 Vehicles 717.5 Telecsa 272.9 Banks 553.9 Mavesa 254.5 Credit cards 443.3 Banco del Pichincha 230.2 Internet suppliers 422.2 Cia. de Cervezas Nac. 207.5 Home appliances 401.8 Banco de Guayaquil 167.5 Lotteries 365.7 TEAM Producciones 147.6 Department stores 294.1 Punto Net 145.0 Fast food 275.6 Source: Infomedia Source: Infomedia

Top radio owners (2008) Radio revenue Owner US$ (000s) Central de Radios 1,963.3 Grupo Canela 1,033.6 Forever Music 733.2 Sonorama 726.1 Fuego FM 685.1 Sucre 596.7 Elite 570.1 La Red 102.1 525.5 Source: Infomedia

97 ECUADOR: OUTDOOR OUTDOOR Number of outdoor sites*: 2,290 * Quito & Guayaquil only Type, size and cost of sites Number of Cost per panel Type/size of display sites per month US$ Cylindrical 1,249 802 Metallic 601 441 Trowel 1,336 290 Bus stop 396 222 Wall 61 498 Traffic signs 211 542 Source: Infomedia Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser US$ (000s) Category US$ (000s) Conecel 1,308.9 Mobile services 1,906.9 Otecel 791.0 Vehicles 666.5 Cia de Cervezas Nac. 554.9 Supermarket 550.5 Importadora El Rosado 349.7 Fast food 522.0 Alicorp 217.1 Urbanisations 374.6 Nestlé 207.7 Banks 369.1 Refreshment products 206.7 Soda 366.1 Diners Club 201.4 Credit cards 346.5 Danec 201.0 Home appliances 292.7 Distribuidora 189.1 Beer 292.4 Source: Infomedia Source: Infomedia Top ten outdoor contractors (2008) Outdoor revenue Contractor US$ (000s) Grupo K 4,656.3 Letrasigma 3,581.4 Publivía 3,091.7 Induvallas 2,345.6 Zazapec 1,200.0 Amofi 599.2 Ecuavallas 514.2 Impacto 366.8 Vía Zebra 319.1 Giro Visual 253.7 Source: Infomedia

98 ECUADOR: CINEMA

CINEMA

Number of cinema screens: 120 Source: El Universo.com

Average cost of a 60 sec. spot per screen per week: US$16.1 Source: Ratecards

Average CPT: US$20.0

Number of screens used in typical national campaign: 15 Source: Ratecards

Cinema demographic profile Age % 16-24 52 25-34 27 35-49 16 50+ 5 Sex % Male 49 Female 51 Class % A27 B59 C15 Source: TGI, Ibope Time

99 ECUADOR: INTERNET

INTERNET

Homes with internet connection: 1,031,428 (40.0%)

Adult internet users: 1,624,580 (16.7%)

Adult internet users with home broadband: 211,195

Typical monthly cost of internet access: US$30

Average minutes spent online Per day Adults At home 62 At work 30 Total 92 Source: Ibope Time

Cost of display ads Typical CPT* Type US$ Banner 3,000 Pop-up 2,000 Streaming video 2,000 Source: Ratecards *per month

Internet user profile Age % 16-24 27 25-34 47 35-54 24 55-64 2 Sex % Male 55 Female 45 Class % A17 B53 C30 Source: Ibope Time

100 ECUADOR: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television82.8 82.8 - Newspapers30.8 29.3 - Magazines- 19.4 29.7 Radio61.2 58.0 - Outdoor- 92.1 - Cinema- 31.7 68.3 Internet12.6 12.4 29.5 Source: Ibope Time OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser US$ (000s) Category US$ (000s) Unilever 16,279 Mobile services 30,777 Conecel 14,973 Shampoo 12,003 Otecel 12,608 Vehicles 10,135 Colgate Palmolive 8,749 Home appliances 7,734 Johnson & Johnson 7,062 Credit cards 7,546 Lotería Nacional 6,695 Lotteries 7,082 Procter & Gamble 5,999 Helplines 6,318 Nestlé 5,610 Deodorants 5,883 Alicorp 4,903 Beer 5,280 Quala 4,273 Events 4,690 Source: Infomedia Source: Infomedia Top media owners (2008) Media revenue Owner US$ (000s) Gobierno/Isaías 84,244 Angel Gonzales 48,602 Alvarado 45,362 Pichincha 32,402 Marcel Rivas 19,441 El Comercio 12,961 Universo 12,961 Mantilla 6,480 Source: Infomedia

101 MEXICO: ECONOMIC DATA

MEXICO ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 11.13 Peso at 2008 rate

Gross Domestic Product (Peso billion) at current prices 5,810 6,263 7,556 8,557 9,199 10,307 11,206 12,111 % change 5.8 7.8 20.6 13.3 7.5 12.0 8.7 8.1 at 2008 prices 7,863 8,073 9,315 10,076 10,423 11,261 11,779 12,111 % change -0.6 2.7 15.4 8.2 3.4 8.0 4.6 2.8

Gross Domestic Product per capita (Peso 000s) at current prices 57.6 61.4 73.2 82.1 87.3 96.9 104.3 111.6 at 2008 prices 78.0 79.1 90.3 96.6 99.0 105.8 109.6 111.6

Gross Domestic Product (US$ billion) at current prices 522 563 679 769 827 926 1,007 1,088 at 2008 prices 706 725 837 905 936 1,012 1,058 1,088

Gross Domestic Product per capita (US$ 000s) at current prices 5.2 5.5 6.6 7.4 7.8 8.7 9.4 10.0 at 2008 prices 7.0 7.1 8.1 8.7 8.9 9.5 9.8 10.0

Population Millions 100.8 102.0 103.2 104.3 105.3 106.4 107.5 108.6

Consumer Price Index 2008=100 73.9 77.6 81.1 84.9 88.3 91.5 95.1 100.0 % change 6.4 5.0 4.6 4.7 3.9 3.7 3.9 5.1

Ad.spend as a % of GDP 0.57 0.53 0.45 0.44 0.44 0.45 0.49 0.50

Advertising Expenditure Growth (%) at current prices 2.0 0.0 2.9 10.3 6.8 14.6 18.0 10.7 at 2008 prices -4.1 -4.7 -1.6 5.3 2.8 10.5 13.5 5.4 Source: IFS, ZenithOptimedia

102 MEXICO: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in Peso million at current prices News- Magaz- Total papers ines TV Radio 1998 24,318 4,188 3,287 13,332 3,511 1999 28,248 5,022 3,531 15,243 4,452 2000 32,612 5,115 3,707 18,779 5,011 2001 33,274 5,200 3,824 19,638 4,612 2002 33,287 5,283 3,181 20,024 4,799 2003 34,250 4,503 3,731 22,509 3,507 2004 37,779 4,648 3,827 25,442 3,862 2005 40,363 4,745 4,037 27,414 4,167 2006 46,253 5,527 4,762 31,389 4,575 2007 54,556 6,309 5,366 37,585 5,295 2008 60,412 6,650 5,790 42,994 4,979

Advertising expenditure in Peso million at constant 2008 prices News- Magaz- Total papers ines TV Radio 1998 44,710 7,699 6,044 24,512 6,455 1999 44,538 7,919 5,567 24,033 7,019 2000 46,962 7,366 5,337 27,042 7,217 2001 45,033 7,038 5,175 26,578 6,242 2002 42,908 6,810 4,101 25,811 6,186 2003 42,227 5,552 4,600 27,751 4,324 2004 44,482 5,473 4,506 29,956 4,547 2005 45,730 5,376 4,574 31,059 4,721 2006 50,534 6,038 5,203 34,294 4,999 2007 57,343 6,632 5,641 39,506 5,565 2008 60,412 6,650 5,790 42,994 4,979 Source: Ibope, CIMA, adjusted by ZenithOptimedia Notes: 1. After estimated discounts 2. Excludes production costs 3. Includes classified to 2004, excludes from 2005 4. Excludes agency commission

Main advertising restrictions Tobacco: Tobacco advertising allowed in magazines targeted at adults. Alcohol: All advertising must be approved by SSA (Health Goverment Secretary). Can advertise on TV after 2200. Pharmaceutical: All advertising must be approved by SSA (Health Goverment Secretary). Children's: Health legends must appear during the whole spot. Political: Times are monitored and assigned by the government.

103 MEXICO: POPULATION

POPULATION

Land area (km²) 1,943,945 Capital city Mexico City Language Spanish Currency Peso Source: CIA World Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 16,948 16,305 33,253 16-24 8,975 9,085 18,060 25-34 8,448 9,028 17,476 35-44 7,266 7,712 14,978 45-54 5,192 5,557 10,749 55-64 3,091 3,428 6,519 65+ 2,743 3,344 6,087 Total 52,663 54,459 107,122 Source: Conapo

Population status Male Female Total (000s) (000s) (000s) AB 4,005 4,168 8,173 C+ 7,219 7,514 14,733 C 8,958 9,324 18,282 D+ 19,181 19,964 39,146 D/E 13,332 13,876 27,208 Total 52,696 54,847 107,543 Source: Sigmarket Knowledge Bank

Definition of adult status AB = owners/top management C+ = professional/selfemployeds/medium management C = skilled manual D+ = unskilled manual D/E = subsistence/inactive living outside

104 MEXICO: TELEVISION

TELEVISION

Number of households: 26,746,797

Number of television households: 24,070,015 (90.0%)

Television homes with: Colour 98.4% VCR 31.4% DVD 79.4% PVR/DVR 16.7% Cable (connection) - total 21.3% Digital cable (connection) 5.0% Satellite dish (DTH) - total 3.1% Digital satellite dish 5.0% Source: Ibope Establishment Survey 2008

Average minutes viewed per day per adult: 109

Average pay-TV subscription cost Average monthly subscription Peso Cable (analogue) 272 DTH (analogue) 381 Source: TGI

Main channels Technical Daily penetration hours of Channel (%) transmission Commercial Canal 2 98.5 24 Canal 4 22.7 24 Canal 5 92.1 24 Canal 7 95.1 24 Canal 9 72.3 24 Canal 13 96.5 24 Source: ZenithOptimedia

105 MEXICO: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time Peso (000s) Peso Canal 2 2100-2400 293,781 287 1,022.5 Canal 4 2100-2400 37,308 36 1,022.5 Canal 5 2100-2400 111,944 109 1,022.5 Canal 7 2100-2400 438,600 429 1,022.5 Canal 9 2100-2400 161,222 158 1,022.5 Canal 13 2100-2400 438,600 429 1,022.5 Canal 11 2100-2400 16,384 16 1,022.5 Canal 22 2100-2400 27,248 27 1,022.5 Canal 40 2100-2400 60,153 59 1,022.5 Source: Televisa, TV Azteca, Ibope

Average CPT (all commercial channels): Peso 1,022.5 Share of viewing Share of viewing (%) 2008 Channel Individuals Adults Commercial Canal 2 20.6 21.0 Canal 4 3.2 3.6 Canal 5 14.0 10.9 Canal 7 7.0 7.0 Canal 9 7.7 8.1 Channel 13 9.8 10.8 Channel 11 1.7 1.7 Channel 22 0.5 0.5 Channel 40 0.5 0.6 Channel 28 1.2 1.3 Channel 34 0.3 0.4 Source: Ibope MSS

106 MEXICO: TELEVISION

Top ten television programmes (2008) Adult Programme Channel TVR Fuego en la Sangre (soap opera) Canal 2 16.4 Esp. Pemex Canal 2 14.0 Mañana es para Siempre (soap opera) Canal 2 14.0 Pasion (soap opera) Canal 2 12.9 Las Tontas no van al Cielo (soap opera) Canal 2 12.7 Football: Guadalajara v. America Canal 2 12.5 Esp. Mensaje Felipe Calderon Canal 2 11.8 Alma de Hierro (soap opera) Canal 2 11.5 Yo Amo a Juan Querendon (soap opera) Canal 2 10.0 Football: Santos v. Cruz Azul Canal 13 9.9 Source: Ibope MSS Top ten television Top television advertisers (2008) owners (2008) TV expenditure Advertiser Peso (mill) Owner Lab Genomma 6,762.3 Televisa Procter & Gamble 5,975.8 TV Azteca Bimbo 3,660.0 MVS Multivision Unilever 3,631.8 Government Colgate Palmolive 3,053.0 Source: ZenithOptimedia Nestlé 2,952.2 Coca-Cola 2,330.1 Telcel 2,146.3 Kimberly Clark 1,985.0 Danone 1,815.0 Source: Ibope Adspend

107 MEXICO: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) Peso Peso Peso Distrito Federal Esto 405 466 45,937 98.7 64,312 La Prensa 274 315 30,500 96.8 42,700 El Gráfico del Universal 264 300 55,640 185.5 77,896 Metro 190 214 37,500 175.6 52,500 Reforma 140 151 254,940 1,693.2 356,916 El Universal 139 151 188,500 1,249.5 263,900 Ovaciones 138 148 39,494 266.8 55,292 Récord 128 146 215,887 1,478.7 302,242 La Jornada 101 109 89,400 823.3 125,160 Milenio Diario 100 104 102,608 990.4 143,651 El Financiero 70 72 81,360 1,130.0 113,904 El Sol de México 61 61 50,000 826.4 70,000 Uno más uno 58 68 61,560 909.7 86,184 Excélsior 56 60 81,900 1,365.0 114,660 El Economista 33 34 127,000 3,687.7 177,800 Monterrey El Norte 130 141 191,520 1,357.1 268,128 Metro 86 92 24,600 266.4 34,440 Milenio Diario de Monterrey 43 43 57,257 1,344.3 80,160 Guadalajara Público Milenio 38 41 39,784 974.9 55,698 Mural 36 38 58,800 1,534.8 82,320 El Occidental 35 44 20,051 455.7 28,071 El Informador 35 39 32,000 831.1 44,800 Ocho Columnas 32 39 22,500 583.6 31,500 Source: Vyasa

Average CPT (B/W): Peso 644.4

108 MEXICO: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser Peso (mill) Category Peso (mill) Liverpool 451.2 Department stores 1,110.5 Televisa 339.9 TV stations 752.4 TV Azteca 278.4 Government 731.2 El Palacio de Hierro 267.9 Auto loans 509.8 Radiomovil Dipsa 219.0 Other trade 413.7 General Motors 200.4 Banks 412.1 MVS Multivision 198.0 Mobile phone services 374.8 Sears Roebuck 194.2 Pay TV 372.1 Ford 192.1 Passenger vehicles 336.9 Nissan 148.7 Films/cinema 265.5 Source: Ibope Adspend Source: Ibope Adspend

Top ten newspaper owners (2008) Owner Consocio Intera Com GPO Edit Milenio CIA Periodistica Nal Editora el Sol Notmusa Periodico Excelsior Organizacion Edit Me La Cronica Diaria Desarrollo de Medios Periodico el Economi Source: Ibope Adspend

109 MEXICO: MAGAZINES

MAGAZINES

Magazines Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) Peso Peso TV y Novelas 3,408 4,314 216,850 50.3 Muy Interesante 1,608 1,807 132,783 73.5 Vanidades 907 986 236,108 239.5 Cosmopolitan 825 888 233,356 262.9 Selecciones Reader's Digest 684 720 172,705 239.9 TV Notas 618 782 230,895 295.3 National Geographic en español 581 726 93,164 128.4 Cocina Fácil 574 592 86,547 146.3 Conozca Más 535 575 120,123 208.7 Tú 415 831 175,561 211.3 Automóvil Panamericano 415 519 93,890 181.0 Men's Health 393 410 119,408 291.3 Eres 381 577 152,581 264.3 H para hombres 345 367 155,295 423.1 ¡Fibra! América 292 450 59,652 132.7 Furia Musical 236 319 54,915 172.2 Padres e Hijos 226 272 103,519 380.7 Maxim en Español 224 246 90,296 366.8 Por Tí 160 400 114,063 285.2 Contenido 150 150 112,800 752.0 Caras 148 163 179,038 1,099.9 PC Magazine en español 140 181 75,441 416.0 Mi Guía - La más completa 138 170 44,275 260.4 Mi Bebé y Yo 133 162 92,684 572.1 Quo 132 150 124,315 828.8 TV y Más 129 170 84,000 494.1 BuenHogar 127 127 100,297 789.3 Entrepeneur 121 121 106,700 881.8 Veintitantos 119 152 131,145 862.8 Quién 116 133 122,310 917.6 Poder y Negocios 108 108 90,279 835.4 Hola! 108 120 99,000 825.0 15 a 20 105 185 142,695 771.3 Glamour en Español 104 126 97,241 772.7 Newsweek 103 103 53,130 514.8 Familia Saludable 103 109 54,448 498.4 Marie Claire 98 98 154,437 1,583.7 Milenio semanal 96 105 103,779 983.9 Proceso 95 100 78,700 787.0 Playboy 95 100 90,000 900.0

110 MEXICO: MAGAZINES

Magazines cont. Adult Full page Adult CPT Circulation readership Colour Colour Title (000s) (000s) Peso Peso Futbol Total 86 148 72,300 488.5 Popular Mechanics en Español 85 95 50,529 531.0 Vogue 81 87 113,698 1,307.5 Contacto Digital 80 86 112,578 1,301.6 Nueva 80 96 115,395 1,202.0 Kena Mensual 73 80 112,000 1,400.0 InStyle 70 70 97,660 1,395.1 Balance 68 68 79,470 1,177.3 Cine Premier 66 80 83,900 1,048.8 4 Ruedas 63 76 99,645 1,311.1 Life & Style 57 65 80,249 1,230.0 Car & Driver 56 80 70,980 887.3 Elle 56 65 101,040 1,554.5 Chilango 56 60 60,000 1,000.8 Time 55 55 47,000 854.5 Travesías 55 55 75,000 1,363.6 Expansión 53 53 112,700 2,118.4 Mundo Ejecutivo 49 49 86,000 1,759.8 Travel & Leisure 47 47 88,134 1,895.4 Club Nintendo 40 149 68,366 457.4 Notas para Ti 33 83 66,045 795.7 PC World 24 25 4,809 192.4 Seventeen 22 33 93,104 2,792.0 Vértigo 18 20 48,000 2,400.0 América Economía 17 24 57,021 2,405.0 National Geographic Internacional 15 20 78,299 3,860.5 Discover en Español 12 15 24,200 1,613.3 Infashion 12 18 157,765 8,697.1 Source: ZenithOptimedia

Average CPT (Colour): Peso 344.5

111 MEXICO: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser Peso (mill) Category Peso (mill) Procter & Gamble 177.8 Other trade 456.6 Nestle 132.8 Hygiene & beauty 289.3 Es Mas 104.3 Mobile phone downloads 272.2 Unilever 97.9 Passenger vehicles 268.6 Kimberly Clark 94.9 Department stores 215.6 Liverpool 73.4 Government 204.3 Calzado Eco 72.5 Multisector companies 202.8 Frabel 72.2 Skin care 169.2 Cosbel 69.1 Watches 159.2 Consejo de Promocion Turistica 68.4 Perfume 139.4 Source: Ibope Adspend Source: Ibope Adspend

Top ten magazine owners (2008) Owner Editorial Televisa GPO Edit Expansion Editorial Notmusa Impresiones Aereas Notmusa Conde Nast Editorial Armonia Grupo Internal Edito Reader's Digest GPO Medios Editores Source: Ibope Adspend

112 MEXICO: RADIO RADIO Costs/audiences Peak rate Peak (30 sec) Station time Peso Main regional 40 principales 0600-1000 9,984 Exa 0000-2400 3,150 Imagen 0000-2400 34,650 RadioFormula 0600-2300 70,500 Reporte 98.5 0000-2400 28,875 W Radio 0600-1000 35,372 Reactor 0000-2400 2,088 Digital 0600-1100 5,830 Stereo Joya 0600-1300 16,500 Mix FM 0600-1100 5,830 La Nueva Amor 0600-1100 5,830 Source: ZenithOptimedia Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser Peso (mill) Category Peso (mill) Pres de la Rep 6,678.9 Government 14,300 Orfeon 3,013.4 CDs/DVDs 3,030 Camara de Diputados 1,868.2 Supermarkets 2,211 Radiomovil Dipsa 1,096.3 Banks 2,097 Senado de la Rep 1,087.9 Department stores 2,065 CNDH 1,030.5 Mobile phone services 1,567 Banco de Mexico 1,003.0 Civil associations 987 Comercial Mexicana 986.7 Business groups 960 Liverpool 702.5 Civic campaigns 938 El Aguila cia de Seg 634.2 Insurance 882 Source: Ibope Adspend Source: Ibope Adspend Top ten radio owners (2008) Owner Grupo Acir Grupo Radio Centro Grupo Siete Imagen Telecomunicaciones Infored MVS Radio Instituto Mexicano de la Radio Televisa Radio Radio formula NRM Comunicaciones Source: Chequeos Ibope

113 MEXICO: CINEMA

CINEMA

Number of cinema screens: 4,503 Source: Canacine

Average cost of a 60 sec. spot per screen per week: Peso 5,954.3 Source: Vyasa

Trend in admissions Admissions (mill) 2004 165.7 2005 165.9 2006 168.4 2007 177.8 2008 182.4 Source: Canacine

Cinema audience profile Age % 6-15 24.7 16-24 32.3 25-34 24.2 35-49 15.2 50+ 3.6 Sex % Male 53.7 Female 46.3 Class % AB/C+ 34.9 C+ 20.0 D+ 30.0 D/E 14.4 Source: EGM

114 MEXICO: CINEMA

Top ten films (2008) Gross takings Film Peso (mill) The Dark Knight 257.9 Madagascar: Escape 2 Africa 226.7 Kung Fu Panda 226.2 Iron Man 205.1 The Chronicles of Narnia: Prince Caspian 195.0 10,000 BC 182.7 Wall-E 175.9 The Mummy: Tomb of the Dragon Emperor 153.2 Hancock 147.1 I Am Legend 144.4 Source: Canacine, Nielsen

Top ten cinema Top cinema advertisers (2008) product categories (2008) Advertiser Category General Motors Auto Nissan Mobile phones Volkswagen Stores Ford Universities/schools Chrysler Electoral advertising Lincoln Source: ZenithOptimedia estimates Nokia Samsung Palacio de Hierro Liverpool Source: ZenithOptimedia estimates Top cinema Top cinema owners (2008) sales houses (2008) Owner Sales house Cinépolis 20th Century Fox MM Cinemas Warner Bros Cinemex Paramount Cinemark Disney Lumiere Universal Otros Otras Distribuidoras Source: Canacine, Nielsen Videocine Gussi Sony Source: Canacine, Nielsen

115 MEXICO: INTERNET

INTERNET

Homes with internet connection: 5,763,000 (21.5%)

Adult internet users: 23,500,000 (31.8%)

Adult internet users with home broadband: 21,855,000

Typical monthly cost of internet access: Peso 400

Average minutes spent online Per day Adults At home 60-120 At work 120-180 Source: AMIPCI

Cost of display ads Typical cost per thousand Type US$ Traditional banner 4 Pop-up 2 Streaming video 22 Rich media 12 Takeover 7 Source: ZenithOptimedia

Internet user profile Top ten search keywords Age % Typical cost per click 16-24 48 Keyword Peso 25-34 22 youtube 15 35-54 22 juegos 21 55-64 2 videos 6 Sex % hotmail 12 Male 56 hi5 12 Female 44 you 6 Source: AMIPCI traductor 29 musica 9 google 9 imágenes 5 Source: Google

116 MEXICO: INTERNET

Top ten internet sites (2008) Top search engines (2008) Unique visitors Site per month (mill) Search engine Microsoft 12.7 Google Google 12.3 Bing Yahoo! 8.0 Yahoo! Wikipedia 5.4 Altavista Mercado Libre 5.3 Ask Hi5 5.0 Source: ZenithOptimedia Batanga 4.8 Facebook 4.1 Wordpress 3.8 Televisa Digital Sites 3.7 Source: Comscore Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Advertiser Category Peso (mill) American Express Finance 213.0 Ingles sin Barreras Auto 171.5 Coca-Cola Education 162.1 Consejo de Promocion Turistica Vertical portals 133.8 Match.com Trade 130.1 Dell Beverages 120.6 Unilever Food 118.8 Telmex Travel & tourism 116.9 Banamex Media 113.1 General Motors Telecoms 111.2 Source: IAB Source: IAB

Top ten internet owners (2008) Owner Prodigy MSN Google Yahoo! Terra Grupo Expansion Fox El Universal Televisa Digital Univision Milenio Source: IAB

117 MEXICO: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Conventional television 76.0 - Newspapers 19.9 - Magazines 30.6 - Radio 54.3 - Cinema - 5.5 Internet 15.8 - Source: EGM OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser Peso (mill) Category Peso (mill) Pres de la Rep 10,917 Government 25,480 Radiomovil Dipsa 3,433 TV stations 24,321 Es Mas 3,086 Banks 6,168 Senado de la Rep 1,998 Mobile phone services 5,964 Telefonica Movistar 1,281 Department stores 5,391 Telmex 1,195 Supermarkets 4,556 Televisa 1,041 Mobile phone downloads 4,524 Iusacell 961 Hygiene & beauty 4,120 Sria Salud 703 Refreshments 3,866 Poder Judicial Feder 632 Beer 3,803 Source: Ibope Adspend Source: Ibope Adspend Top media owners (2008) Owner Televisa TV Azteca GPO Edit Expansion Editorial Notmusa Impresiones Aereas Consocio Intera Com GPO Edit Milenio CIA Periodistica Nal Editora el Sol Source: Ibope Adspend

118 PANAMA: ECONOMIC DATA

PANAMA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 1.00 Balboa at 2008 rate

Gross Domestic Product (Balboa million) at current prices 11,808 12,272 12,933 14,179 15,465 17,137 19,485 21,779 % change 1.6 3.9 5.4 9.6 9.1 10.8 13.7 11.8 at 2008 prices 14,317 14,733 15,464 16,920 17,893 19,421 19,944 21,779 % change 1.3 2.9 5.0 9.4 5.7 8.5 2.7 9.2

Gross Domestic Product per capita (Balboa) at current prices 3,923 4,010 4,145 4,459 4,701 5,209 5,834 6,406 at 2008 prices 4,757 4,815 4,956 5,321 5,439 5,903 5,971 6,406

Gross Domestic Product (US$ million) at current prices 11,808 12,272 12,933 14,179 15,465 17,137 19,485 21,779 at 2008 prices 14,317 14,733 15,464 16,920 17,893 19,421 19,944 21,779

Gross Domestic Product per capita (US$) at current prices 3,923 4,010 4,145 4,459 4,701 5,209 5,834 6,406 at 2008 prices 4,757 4,815 4,956 5,321 5,439 5,903 5,971 6,406

Population Millions 3.0 3.1 3.1 3.2 3.3 3.3 3.3 3.4

Consumer Price Index 2008=100 82.5 83.3 83.6 83.8 86.4 88.2 97.7 100.0 % change 0.3 1.0 0.4 0.2 3.1 2.1 10.7 2.4

Ad.spend as a % of GDP 1.29 1.34 1.52 1.57 1.53 1.60 1.54 1.54

Advertising Expenditure Growth (%) at current prices -12.1 8.6 18.8 13.8 6.3 16.0 9.1 11.9 at 2008 prices -12.4 7.5 18.3 13.6 3.0 13.7 -1.5 9.4 Source: IFS, ZenithOptimedia

119 PANAMA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in Balboa (mill) at current prices News- Total papers Magazines TV Radio Outdoor 1998 153.0 52.0 0.0 94.0 7.0 0.0 1999 180.2 61.7 0.0 110.0 8.5 0.0 2000 173.0 58.0 0.0 105.0 10.0 0.0 2001 152.0 50.0 0.0 95.0 7.0 0.0 2002 165.0 45.0 0.0 113.0 7.0 0.0 2003 196.0 50.0 9.0 129.0 8.0 0.0 2004 223.0 50.0 9.0 154.0 10.0 0.0 2005 237.0 54.0 13.0 162.0 8.0 0.0 2006 275.0 58.0 15.0 194.0 8.0 0.0 2007 300.0 62.0 17.0 211.0 10.0 0.0 2008 335.8 67.6 18.0 212.0 23.0 15.2

Advertising expenditure in Balboa (mill) at constant 2008 prices News- Total papers Magazines TV Radio Outdoor 1998 191.2 65.0 0.0 117.4 8.7 0.0 1999 222.5 76.2 0.0 135.8 10.5 0.0 2000 210.4 70.5 0.0 127.7 12.2 0.0 2001 184.3 60.6 0.0 115.2 8.5 0.0 2002 198.1 54.0 0.0 135.7 8.4 0.0 2003 234.4 59.8 10.8 154.2 9.6 0.0 2004 266.1 59.7 10.7 183.8 11.9 0.0 2005 274.2 62.5 15.0 187.4 9.3 0.0 2006 311.6 65.7 17.0 219.9 9.1 0.0 2007 307.1 63.5 17.4 216.0 10.2 0.0 2008 335.8 67.6 18.0 212.0 23.0 15.2 Source: 1998-2003 Controles de Inversion Publicitaria, 2004-2008 Ibope Notes: 1. Before discounts 2. Includes classified 3. Excludes production costs 4. Includes 15% agency commission

Main advertising restrictions Alcohol: Every spot must contain a line stating, 'No driving when drinking'. Ads must not air on television before 1800. Pharmaceuticals: Ads for medical, hygiene and food products must be approved by the Health Ministry before airing on television.

120 PANAMA: POPULATION

POPULATION

2 Land area (km ) 74,340 Capital city Panama Language Spanish, English Currency Balboa Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 505 484 990 16-24 298 287 585 25-34 267 262 530 35-44 229 227 456 45-54 158 160 318 55-64 104 104 208 65+ 95 102 197 Total 1,656 1,627 3,284 Source: Contraloría General de la República de Panamá

Population status Total (000s) AB 920 C1+C2+C3 1,642 D+E 722 Total 3,284 Source: Contraloría General de la República de Panamá

Definition of status AB = higher and intermediate managerial C1+C2+C3 = supervisory/clerical D = skilled, semi and unskilled manual E = subsistence/inactive

121 PANAMA: TELEVISION TELEVISION Number of households: 704,384 Number of television households: 542,375 (77.0%) Television homes with: Colour 85% VCR 40% Remote control 60% Cable (connection) - total 60% Digital satellite dish 20% Source: Contraloría General de la República de Panamá No TV licence fee Average minutes viewed per day per adult: 225 Average pay-TV subscription cost Average monthly subscription PAB Cable (analogue) 60 Cable (digital) 75 DTH (analogue) 65 DTH (digital) 85 Source: ZenithOptimedia

Main channels Technical Daily Ad penetration hours of minutes Channel (%) transmission per week Non-commercial Channel 11 77 12 - Commercial Channel FETV 77 7 - Channel 4 77 19 1,415 Channel 13 77 19 2,040 Channel Max 77 19 1,067 Channel 2 77 19 1,962 *+23 77 24 - Cable Onda 60 24 - DirecTV 60 24 - Mundo 50 24 592 Channel 7 50 19 1,057 Source: Ibope

122 PANAMA: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time US$ (000s) US$ Channel 13 1800-2200 1,138 95 12.0 Channel 4 1800-2200 583 40 14.6 Channel 2 1800-2200 1,366 108 12.6 Channel Max 1800-2200 421 40 10.5 Channel 7 1600-2000 300 18 16.7 RCM News 1800-2200 850 5 170.0 Channel FETV 1800-2200 120 3 40.0 Source: IBOPE Average CPT (all commercial channels): US$15.5 Share of viewing & ad revenue Share of viewing (%) Ad revenue 2007 2007 Channel Individuals Adults US$ (mill) Commercial Channel 2 35.0 35.0 70.1 Channel 13 29.0 29.0 75.5 Channel 4 13.0 13.0 26.5 Channel Max 12.0 12.0 17.9 Channel 7 5.0 - 9.7 Channel 11 2.0 2.0 - TVO 2.0 2.0 - RCM News 1.0 1.0 11.0 Channel FETV 1.0 - - Source: Ibope Top ten television Top ten television advertisers (2007) product categories (2006) TV expenditure TV expenditure Advertiser PAB (000s) Category PAB (000s) Cable & Wireless 9,163.8 Department stores 12,891 Chacal Department Store 3,844.7 Mobiles 7,015 Panama Beer 3,498.7 Supermarkets 6,791 Nestlé (reality show) 3,200.9 Home 4,429 Colgate Palmolive 3,848.8 Beer 4,106 Nestlé 3,572.8 Fast food 4,021 Superxtra 3,257.1 Car 3,721 Farmacias Arrocha 3,130.6 Bank 3,704 Ricardo Perez 2,536.3 Soft drinks 3,058 Super 99 2,420.2 Credit cards 2,871 Source: Ibope Source: Ibope

123 PANAMA: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily w=weekly Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour Title (000s) (000s) US$ US$ US$ La Critica (d) 55 138 1,144 8.3 1,408 La Prensa (d) 45 113 1,764 15.7 2,268 El Siglo (d) 35 88 572 6.5 704 Mi Diario (d) 30 75 - - 525 Dia a Dia (d) 27 68 616 9.1 880 El Panama America (d) 25 63 1,050 16.8 1,302 La Estrella de Panama (d) 12 30 504 16.8 567 El Capital Financiero (w) 4 10 1,008 100.8 1,323 Source: Ibope

Average CPT (B/W): US$13.1

Top ten newspaper Top ten newspaper advertisers (2007) product categories (2006) Newspaper expenditure Newspaper expenditure Advertiser US$ (000s) Category US$ (000s) Cable & Wireless 2,349.9 Property/construction 4,176.1 Cash Investment Inc 1,524.2 Banking 3,277.4 Telefonica 1,352.7 Furniture 2,698.7 Panafoto 836.0 Electronics 2,221.6 General Bank 819.0 Mobile 2,094.9 Credicorp Bank 781.3 Department stores 1,728.5 Multitek 716.9 Cars 1,521.2 Cuernava Business 627.3 Insurance 1,440.0 Global Bank 556.6 Credit cards 1,281.7 HSBC Bank 488.3 Financial 1,144.9 Source: Ibope Source: Ibope

124 PANAMA: MAGAZINES

MAGAZINES Magazines m=monthly bm=bimonthly Adult Full page Adult CPT Full page q=quarterly Circulation readership Colour Colour B/W Title (000s) (000s) US $ US$ US$ Business En Exclusiva (q) 10 25 600 24.0 500 Estrategia de Negocios (m) 10 25 1,400 56.0 1,000 Capac (bm) 5 13 1,099 87.9 - Enlace (m) 2 5 683 136.6 430 Apede (bm) 2 5 732 146.4 549 Amcham (m) 1 3 463 185.2 309 Social Mundo Social (m) 30 75 1,200 16.0 - Select (m) 30 75 1,140 15.2 - Elite (m) 3 8 925 123.3 695 General interest Revista (m) 15 38 1,600 42.7 - Agenda (bm) 10 25 1,450 58.0 - Source: Ibope

Average CPT (Colour): US$38.3

Top ten magazine Top ten magazine advertisers (2007) product categories (2006) Magazine expenditure Magazine expenditure Advertiser PAB (000s) Category PAB (000s) Cuernava Business 426.4 Property/construction 1,487.4 Motta Agency 235.0 Furniture 1,178.3 New Wear 232.8 Clothes 633.6 Motta International 220.0 Watches 575.9 Maduro Import 197.0 Cars 458.2 Ancon 173.0 Department stores 427.6 Bienes Raices 169.3 Credit cards 319.0 Feduro Agency 166.1 Hotels 312.7 Ueta 155.4 Materials 308.0 Waked International 153.3 Jewellery 304.5 Source: Ibope Source: Ibope

125 PANAMA: RADIO

RADIO

Costs/audiences Peak rate Peak (30 sec) Station Type time US$ National RPC Radio news 0530-0900 30.0 K.W. Continen. news 0530-0900 28.0 W. Radio news 0530-0900 28.0 La Exitosa news 0530-0900 20.0 Omega Stereo music 0600-0900/1600-1800 8.0 Fabulosa S. music 0600-0900/1600-1800 8.0 Stereo 89 music 0600-0900/1600-1800 8.0 Circuito X music 0600-0900/1600-1800 8.0 Main regional Radio Reforma talk 0530-0900 8.5 Ondas Chiricans news 0530-0900 7.0 Radio Chiriqui news 0530-0900 7.0 Innolvidable music 0600-0900/1600-1800 3.5 Stereo Planet music 0600-0900/1600-1800 3.5 Original Stereo music 0600-0900/1600-1800 3.0 Ritmo music 0600-0900/1600-1800 3.0 Source: ZenithOptimedia

126 PANAMA: OUTDOOR/CINEMA

OUTDOOR

Type, size and cost of sites Cost per panel Type/size of display per month* US$ 16' x 32' (3-D) 1,800 16' x 40' (3-D) 2,400 20' x 60' (3-D) 1,700 Bus stops (per 50 by fortnight) 8,500 Construction (per 25 by fortnight) 9,750 School buses (30 for a month) 9,650 Airport posters 5' 6" x 42' 9" 1,800 Source: ZenithOptimedia * unless otherwise stated CINEMA

Number of cinema screens: 101 Source: ZenithOptimedia

Average cost of a 60 sec. spot per screen per week: US$350 Source: ZenithOptimedia

Number of screens used in typical national campaign: 20 Source: ZenithOptimedia

127 PANAMA: INTERNET/OVERALL

INTERNET

Typical monthly cost of internet access: US$50 OVERALL

Top ten overall Top ten overall product advertisers (2007) categories (2006) Media expenditure Media expenditure Advertiser US$ (000s) Category US$ (000s) Cable & Wireless 11,604 Department stores 15,047 Nestlé 7,708 Mobiles 9,145 Chacal 5,080 Supermarkets 7,271 Distribuidora Comercial 4,443 Banking 7,254 Colgate Palmolive 3,868 Furniture 6,708 Telefonica 3,805 Property/construction 6,509 Super Xtra 3,310 Cars 5,700 Ricardo Perez 3,257 Home 5,320 Arrocha Drug Store 3,226 Electronics 4,657 Importadora Ricamar 3,073 Credit cards 4,472 Source: Ibope Source: Ibope

128 PERU: ECONOMIC DATA

PERU ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 2.92 Nuevo Soles at 2008 rate

Gross Domestic Product (Nuevo Soles billion) at current prices 188.3 198.9 211.5 237.9 261.7 302.3 335.7 373.0 % change 1.6 5.6 6.3 12.5 10.0 15.5 11.1 11.1 at 2008 prices 224.8 237.1 246.5 267.6 289.5 327.8 357.8 373.0 % change -0.4 5.5 3.9 8.6 8.2 13.3 9.1 4.3

Gross Domestic Product per capita (Nuevo Soles 000s) at current prices 7.2 7.4 7.8 8.7 9.4 10.7 11.8 12.9 at 2008 prices 8.6 8.9 9.1 9.7 10.4 11.6 12.5 12.9

Gross Domestic Product (US$ billion) at current prices 64.4 68.0 72.3 81.4 89.5 103.4 114.8 127.6 at 2008 prices 76.9 81.1 84.3 91.5 99.0 112.1 122.4 127.6

Gross Domestic Product per capita (US$ 000s) at current prices 2.5 2.5 2.7 3.0 3.2 3.7 4.0 4.4 at 2008 prices 3.0 3.0 3.1 3.3 3.6 4.0 4.3 4.4

Population Millions 26.0 26.8 27.1 27.5 27.8 28.2 28.5 28.8

Consumer Price Index 2008=100 83.8 83.9 85.8 88.9 90.4 92.2 93.8 100.0 % change 2.0 0.1 2.3 3.6 1.7 2.0 1.8 6.6

Ad.spend as a % of GDP 0.34 0.33 0.37 0.31 0.32 0.32 0.32 0.32

Advertising Expenditure Growth (%) at current prices -6.6 2.5 17.6 -5.6 13.6 14.3 12.9 12.0 at 2008 prices -8.5 2.3 14.9 -8.9 11.8 12.0 11.0 5.1 Source: IFS, ZenithOptimedia

129 PERU: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in US$ (mill) at current prices News- Magaz- Total papers ines TV Radio Outdoor Other Internet 1998 294 94 8 135 25 32 - - 1999 233 75 6 102 25 25 - - 2000 198 66 5 85 22 20 - - 2001 184 63 5 72 21 23 - - 2002 188 60 5 80 21 22 - - 2003 223 78 5 101 16 23 - - 2004 215 58 6 99 26 26 - - 2005 253 60 6 120 30 30 7 - 2006 291 68 8 136 35 35 9 - 2007 344 75 10 166 39 42 5 7 2008 412 85 11 205 47 49 6 9 Source: CPI Notes: 1. After discounts 2. Includes classified to 2003, excludes from 2004 3. Excludes agency commission 4. Excludes production costs 5. Other includes cinema, internet and direct mail to 2006; figure excludes internet from 2007 onwards

Main advertising restrictions Tobacco: Banned on TV and radio. Outdoor advertising not allowed near schools, technical institutes or universities. Alcohol: Self-regulation of the industry means ads are not shown before 8pm, except for beer. Pharmaceutical: OTC only.

130 PERU: POPULATION

POPULATION

Population by age Male Female Total (000s) (000s) (000s) 0-14 4,261 4,099 8,360 15-24 2,630 2,634 5,264 25-34 2,144 2,224 4,368 35-44 1,714 1,800 3,515 45-54 1,233 1,291 2,525 55-64 799 824 1,623 65+ 845 920 1,765 Total 13,627 13,793 27,419 Source: INEI - Censo 2007 (includes urban and rural areas)

Adult status Male Female Total (000s) (000s) (000s) AB 645 734 1,379 C 1,098 1,175 2,273 DE 1,360 1,397 2,757 Total 3,103 3,306 6,409 Source: TGI Peru 2008 (Lima Metropolitan Area)

Definition of adult status AB = higher and intermediate managerial C = supervisory/skilled manual DE = non skilled manual/subsistence/inactive

131 PERU: TELEVISION

TELEVISION

Number of households: 4,783,686

Number of television households: 4,515,800 (94.4%)

Television homes with: Colour 86.1% VCR 14.2% DVD 80.1% Cable (connection) - total 47.8% Satellite dish (DTH) - total 1.2% Source: CPI

Average minutes viewed per day per adult: 184

Average pay-TV subscription cost Average monthly subscription US$ Cable (digital) 27.4 DTH (digital) 40.9 Source: ZenithOptimedia

132 PERU: TELEVISION Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Commercial 02 Frecuencia Latina 83.4 24 1,960 04 America 88.5 24 1,571 05 Panamericana 86.6 24 1,152 07 TV Nacional Peru 86.8 24 529 09 ATV 92.2 24 1,886 11 RBC - 24 178 13 Global 72.4 24 1,151 A&E Mundo 18.7 24 29 AXN 18.7 24 92 Azteca 13 18.7 24 75 Cable Magico Deportes 18.7 24 568 Canal de las Estrellas 18.7 24 257 Canal N 18.7 24 288 Cartoon Network 18.7 24 119 Cinecanal 18.7 24 13 CNN Espanol 18.7 24 83 Discovery Channel 18.7 24 122 Discovery Kids 18.7 24 119 Entertainment 18.7 24 40 ESPN 18.7 24 86 Fox 18.7 24 247 Fox Sports 18.7 24 54 MTV 18.7 24 150 Nickelodeon 18.7 24 89 Plus TV 18.7 24 706 Sony Entertainment 18.7 24 119 The History Channel 18.7 24 23 The Warner Channel 18.7 24 144 TL Novelas 18.7 24 245 TNT 18.7 24 237 Universal Channel 18.7 24 134 Vision Veinte 18.7 24 799 Source: IbopeTime, MTC

133 PERU: TELEVISION Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time US$ (000s) US$ 02 Frecuencia Latina 1900-2359 1,500 225 6.7 04 America 1900-2359 1,400 316 4.4 05 Panamericana 1900-2359 1,200 113 10.6 07 TV Nacional Peru 1900-2359 1,000 58 17.2 09 ATV 1900-2359 1,950 337 5.8 TL Novelas 1900-2359 148 15 10.2 13 Global 1900-2359 560 70 8.0 AXN 1900-2359 148 6 23.0 Plus TV 1900-2359 157 8 20.3 A&E Mundo 1900-2359 140 5 27.9 Animal Planet 1900-2359 140 4 38.0 Cable Magico Deportes 1900-2359 180 15 12.4 Universal Channel 1900-2359 148 8 17.9 National Geographic 1900-2359 140 5 27.0 Retro 1900-2359 140 2 63.5 CNN Espanol 1900-2359 140 2 56.3 People + Arts 1900-2359 140 2 73.6 Canal de las Estrellas 1900-2359 148 17 8.5 HTV 1900-2359 140 2 87.4 The Biography Channel 1900-2359 140 1 94.9 Cinecanal 1900-2359 140 6 24.0 ESPN+ 1900-2359 140 1 195.9 Discovery Channel 1900-2359 148 8 18.9 Discovery Home & Health 1900-2359 140 4 39.2 E! Entertainment 1900-2359 140 2 63.1 Animax 1900-2359 140 1 122.7 FX 1900-2359 140 3 44.2 Fox Life 1900-2359 140 2 69.3 Vision 20 1900-2359 140 2 62.0 Fox 1900-2359 148 12 12.6 Fox Sports 1900-2359 148 9 16.2 Canal N 1900-2359 250 16 16.0 MTV 1900-2359 140 2 73.5 Sony Entertainment 1900-2359 148 4 35.3 The Film Zone 1900-2359 140 6 23.4 The History Channel 1900-2359 140 6 25.2 TNT 1900-2359 148 21 6.9 The Warner Channel 1900-2359 148 6 23.4 Nickelodeon 1800-2200 104 6 18.3 Jetix 1800-2200 140 7 18.9 Cartoon Network 1800-2200 110 8 13.6 Discovery Kids 1800-2200 104 11 9.8 Source: IbopeTime Average CPT (all commercial channels): US$9.4

134 PERU: TELEVISION

Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults US$ (000s) Commercial 02 Frecuencia Latina 14.2 13.3 57,686 04 America 25.3 24.0 71,862 05 Panamericana 7.4 8.1 23,148 07 TV Nacional Peru 3.4 4.0 3,007 09 ATV 19.2 20.6 66,022 13 Global 4.4 4.2 13,763 Total cable 26.2 25.8 22,848 Source: IbopeTime

Top ten television programmes (2008) Adult Programme Channel TVR Magaly Te Ve-No 09 ATV 10.1 Bailando por un Sueno-S-No 05 Panamericana 9.6 Victoria-No 09 ATV 7.5 Sally la Munequita de Pueblo-No 04 America 7.3 Bail. Sueno Reyes de Pista-S-No 05 Panamericana 7.3 Destilando Amor-No 04 America 7.1 America Noticias-No 04 America 7.0 Cobras y Lagartos-No 09 ATV 6.9 Noches Superest-D-No 02 Frecuencia Latina 6.9 Recargados de Risa-S-No 04 America 6.9 Source: IbopeTime

135 PERU: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser US$ (000s) Category US$ (000s) Procter & Gamble 15,757 Telecoms 33,044 Alicorp 15,597 Beer 14,037 America Movil 13,166 Financial institutions 11,589 Telefonica Moviles 12,756 Shampoo 10,949 Nestlé 11,788 Detergents 9,027 UCP Backus & Johnston 8,616 Carbonated drinks 7,889 Coca-Cola 8,516 Milk 7,493 Unilever 6,088 Telemarketing 7,026 Grupo Gloria 5,368 Electronic media 6,751 Ajeper 5,324 Sweets/chocolate 5,581 Source: IbopeTime Source: IbopeTime

Top television owners/sales houses (2008) TV revenue Sales house US$ (000s) America Television 71,862 Andina de Radiodifusion 66,022 Cia Latinoamericana de Rad. 57,686 Panamericana Television 23,148 Media Networks 21,287 Red Global 13,763 TV Nacional Peru 3,007 Canal N 1,561 RBC 1,021 Source: IbopeTime

136 PERU: NEWSPAPERS

NEWSPAPERS

Newspapers d=daily Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) US$ US$ US$ Líbero (d) 214 - 2,545 - 2,828 Trome (d) 213 1,382 5,337 3.9 7,116 El Comercio (d) 199 607 14,510 23.9 18,138 Aja (d) 197 291 3,287 11.3 4,273 El Popular (d) 181 261 6,966 26.7 7,740 Ojo (d) 170 529 3,277 6.2 5,243 Correo (d) 147 283 4,096 14.5 6,554 La República (d) 129 - 5,892 - 9,064 El Bocón (d) 113 202 2,300 11.4 2,300 Perú 21(d) 81 307 2,446 8.0 3,058 Todo Sport (d) 60 155 1,111 7.2 1,389 Expreso (d) 60 125 7,712 61.8 9,640 El Peruano (d) 40 59 3,832 65.5 6,514 Gestión (d) 10 31 4,226 136.5 5,283 Source: ZenithOptimedia (with average market rates), Kantar Media (readership)

Average CPT (B/W): US$14.0

137 PERU: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser US$ (000s) Category US$ (000s) Saga Falabella 4,464.7 Electronic media 10,130 Tiendas por D'ptos Ripley 3,762.3 Department stores 9,812 America Movil 3,106.2 Universities 8,972 Telefonica Moviles 2,627.3 Telecoms 7,191 E Wong 2,502.4 Financial institutions 5,149 Cia Latinoamericana de Rad. 2,077.8 Auto industry 4,514 Importaciones Hiraoka 1,739.9 Supermarkets 4,512 Banco de Credito del Peru 1,484.6 Colleges/institutions 4,325 Univ. Peruana de Ciencias Ap. 1,408.5 Various services 3,922 Banco de la Nacion 1,249.2 Government 3,535 Source: IbopeTime Source: IbopeTime

Top ten newspaper Top newspaper owners (2008) sales houses (2008) Newspaper revenue Newspaper revenue Owner US$ (000s) Sales house US$ (000s) El Comercio 98,686 Grupo Eco 125,213 Trome 17,970 Emp. Peruana de Servicios Ed. 15,682 El Peruano 15,682 Epensa 8,300 Expreso 7,084 Editora Sindesa 7,583 Peru 21 4,982 Grupo la Republica 4,988 Gestion 3,575 Montecristo Editores 3,703 La Republica 3,298 Las Rosas Editorial 977 Ojo 3,130 Source: IbopeTime Correo 3,050 La Razon 1,496 Source: IbopeTime

138 PERU: MAGAZINES

MAGAZINES

Magazines w=weekly f=fortnightly Adult Full page Adult CPT m=monthly Circulation readership Colour Colour Title (000s) (000s) US$ US$ PC World Peru (f) 130 - 2,298 - Cable Magico (m) 95 780 2,040 2.6 El Grafico Peru (w) 30 57 1,382 24.1 Magaly Teve (w) 30 158 1,200 7.6 Gisela (m) 30 136 1,904 14.0 Cosas (f) 20 126 2,391 19.0 Ruedas y Tuercas (f) 20 26 2,298 87.1 Para Ti (m) 20 - 1,700 - Para Teens (m) 15 - 1,700 - Dedo Medio (m) 10 11 1,224 112.9 Etiqueta Negra (m) 7 33 1,904 57.2 Source: ZenithOptimedia (average market rates), Kantar Media (readership, Lima + 6 cities)

Average CPT (Colour): US$10.8

139 PERU: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser US$ (000s) Category US$ (000s) Nestlé 414.6 Auto industry 1,606.6 Unilever 356.6 Electronic media 1,182.2 America Movil 318.9 Financial institutions 767.8 Lan 305.8 Electrical appliances 759.2 Sony 291.7 Telecoms 743.1 Avon 291.1 Public events 652.4 Belcorp 270.1 Perfumes/colognes 646.9 Telefonica Multimedia 267.8 Universities 646.5 Farmindustria 257.6 Personal items 592.1 Scotiabank 250.9 Hardware 562.4 Source: IbopeTime Source: IbopeTime

Top ten magazine Top ten magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner US$ (000s) Sales house US$ (000s) Cosas 5,252.6 Editorial Letras e Imagenes 5,252.6 Caretas 4,867.9 Editora Novolexis 4,867.9 Semana Economica 1,894.5 Televisa 3,721.5 Vanidades 1,696.7 Apoyo Comunicaciones 1,894.5 Cable Magico 1,494.2 Cable Magico 1,494.2 Magaly Te Ve 1,468.6 Magaly Te Ve 1,468.6 Caras 1,375.3 Grupo Eco 1,023.3 Gisela 933.4 Gisela 933.4 Etiqueta Negra 557.2 Etiqueta Negra 557.2 America Economia 502.7 America Economia 502.7 Source: IbopeTime Source: IbopeTime

140 PERU: RADIO

RADIO

Number of radio households: 4,783,686 (100%) Source: CPI

Number of commercial radio stations: 77 Source: CPI

Average daily listening minutes per adult: 255 Source: CPI

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time US$ (000s) US$ National R.P.P. (FM/AM) news 0600-1200 211 558 0.4 Panamericana (FM/AM) music 0600-1200 60 301 0.2 Moda (FM) music 0600-1200 110 291 0.4 Nueva Q Fm (FM) music 0600-1200 109 220 0.5 Ritmo Romantica (FM) music 0600-1200 76 166 0.5 La Inolvidable (FM/AM) music 0600-1200 87 153 0.6 La Karibeña (FM) music 0600-1200 90 148 0.6 Felicidad (FM/AM) music 0600-1200 59 129 0.5 Onda Cero (FM) music 0600-1200 50 125 0.4 La Mega 94.3 (FM) music 0600-1200 50 101 0.5 Main regional R.P.P. (FM/AM) news 0600-1200 140 248 0.6 Nueva Q Fm (FM) music 0600-1200 73 119 0.6 Panamericana (FM/AM) music 0600-1200 36 119 0.3 Onda Cero (FM/AM) music 0600-1200 25 99 0.3 Felicidad (FM/AM) music 0600-1200 40 97 0.4 Radiomar Plus (FM/AM) music 0600-1200 53 95 0.6 La Mega 94.3 (FM) music 0600-1200 33 82 0.4 Moda (FM) music 0600-1200 73 77 1.0 La Inolvidable (FM/AM) music 0600-1200 58 73 0.8 Ritmo Romantica (FM) music 0600-1200 51 52 1.0 Source: CPI

Average CPT (all commercial stations): US$0.5

141 PERU: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser US$ (000s) Category US$ (000s) America Movil 2,351.0 Telecoms 4,891.8 UCP Backus & Johnston 1,958.9 Beer 2,500.9 Telefonica Moviles 1,515.9 Electronic media 2,313.3 Banco de Credito del Peru 1,013.2 Financial institutions 1,782.0 Telefonica del Peru 599.9 Universities 1,637.6 Nestlé 574.3 Print media 1,153.6 Com. Cervecera Ambevperu 524.7 Colleges/institutions 1,099.5 Empresa Editora el Comercio 471.9 Government 974.7 Panamericana Television 460.5 Insurance 882.6 Cia Latinoamericana de Rad. 427.4 Clubs/associations 781.8 Source: IbopeTime Source: IbopeTime

Top ten radio Top radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner US$ (000s) Sales house US$ (000s) R.P.P. FM 8,601.1 Grupo R.P.P. 15,633 Moda FM 4,160.0 Corporacion Radial del Peru 13,957 Mar Plus FM 2,769.9 Grupo Panamericana 2,393 Studio 92 FM 2,163.2 Radio Corp 1,462 La Inolvidable FM 2,109.0 Corporacion Universal 870 Panamericana FM 2,106.0 CPN 409 Felicidad FM 1,871.2 Source: IbopeTime Ritmo Romantica FM 1,561.7 Planeta FM 1,499.7 La Mega FM 1,280.6 Source: IbopeTime

142 PERU: OUTDOOR

OUTDOOR

Number of outdoor sites: 28,307

Type, size and cost of sites Number of Cost per panel Type/size of display sites per month US$ Simple panel 5,072 2,300.6 Simple unipolar 4,538 3,111.8 Vallas panel 2,639 3,153.9 Simple paleta 1,856 2,141.1 Valla 1,805 1,072.5 Paneleta 1,560 1,587.8 Simple paradero 1,378 1,418.9 Paleta 1,256 615.5 Simple minipolar 1,210 2,288.3 Cabinas 1,196 1,486.9 Torre unipolar 912 3,124.4 Panel 865 2,409.3 Paradero 690 553.5 Reloj 442 909.1 Vallas minipolar 399 2,319.5 Torre minipolar 383 1,630.7 Muro 317 1,343.1 Paleta ex totem 311 1,586.9 Giratorio unipolar 304 2,277.7 Giratorio poste 277 466.8 Giratorio minipolar 235 1,426.6 Prismas 198 1,198.4 Totem 136 742.4 Scrollers 132 975.3 Volumetrico poste 82 178.3 Giratoria paleta 37 727.8 Paleta totem 25 533.1 Corporeo 23 1,661.2 Giratoria panel 21 2,284.5 Simple poste 8 1,146.2 Source: SAPEX

143 PERU: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser US$ (000s) Category US$ (000s) Telefonica del Peru 2,060.8 Telecoms 6,699.0 Telefonica Moviles 2,020.8 Financial institutions 4,035.9 America Movil 1,825.8 Beer 2,482.9 UCP Backus & Johnston 1,569.3 Department stores 1,820.8 Coca-Cola 1,491.4 Carbonated drinks 1,808.3 Nestlé 1,194.9 Auto industry 1,391.0 Ajeper 1,148.1 Supermarkets 1,245.7 Saga Falabella 876.8 Universities 1,092.7 Ace Home Center 862.3 Colleges/institutions 899.8 LG 852.2 Ice cream 753.9 Source: SAPEX Source: SAPEX

Top ten outdoor contractors (2008) Outdoor revenue Contractor US$ (000s) Clear Channel Outdoor 16,177 Punto Visual 15,213 Vallas y Gigantografias 6,158 F&G Publicitarios 4,324 Telefonica 1,700 Best Spot 1,674 Publicidad 3001 1,661 Publimovil 1,374 Publivia 1,347 Carteleras Peruanas 1,151 Source: SAPEX

144 PERU: CINEMA

CINEMA

Number of cinema screens: 231 Source: CineSpot

Average cost of a 30 sec. spot per screen per week: US$315 Source: CineSpot

Number of screens used in typical national campaign: 16 Source: CineSpot

Trend in admissions Admissions (mill) 2002 8.4 2003 8.6 2004 9.4 2005 9.1 2006 11.3 2007 12.5 2008 12.8 Source: CineSpot

Cinema audience profile Age % 12-15 9.6 16-24 29.9 25-34 28.3 35-49 22.7 50+ 9.6 Sex % Male 48.7 Female 51.3 Class % AB 36.9 C 40.0 DE 23.1 Source: TGI Peru

145 PERU: INTERNET

INTERNET

Homes with internet connection: 458,200 (9.6%)

Adult internet users: 6,100,000 (32.0%)

Average minutes spent online Per day Adults At home 100 At work 150 Total 250 Source: TGI Peru

Cost of display ads Typical cost per thousand Type US$ Banner 8.0 Pop-up 9.0 Layer in home page 15.0 Video layer 12.5 Source: ZenithOptimedia

Internet user profile Top ten internet sites (2008) Age % Unique visitors 12-15 14.1 Site per month (000s) 16-24 31.4 Google 3,580 25-34 24.7 MSN 2,372 35-49 21.2 Yahoo! 1,356 50+ 8.6 Terra 614 Sex % YouTube 525 Male 51.7 Monografias 361 Female 48.3 Paginasamarillas 330 Class % AltaVista 236 AB 29.8 Google Video 204 C 37.5 Viabcp 177 DE 32.7 Source: Certifica Source: ZenithOptimedia

146 PERU: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Monthly Conventional television 97.7 Newspapers 69.2 Magazines 38.4 Radio 87.4 Outdoor 98.1 Cinema 21.8 Internet 61.1 Source: TGI Peru OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser US$ (000s) Category US$ (000s) America Movil 24,301 Telecoms 52,568 Telefonica Moviles 22,409 Financial institutions 23,324 Alicorp 19,234 Electronic media 20,376 Procter & Gamble 19,169 Beer 19,021 Nestlé 16,529 Universities 12,349 UCP Backus & Johnston 14,985 Department stores 11,633 Coca-Cola 11,733 Shampoo 10,949 Telefonica del Peru 8,829 Carbonated drinks 9,697 Saga Falabella 8,218 Detergents 9,027 Unilever 7,984 Auto industry 7,512 Source: IbopeTime Source: IbopeTime Top ten media Top ten owners (2008) sales houses (2008) Media revenue Media revenue Owner US$ (000s) Sales house US$ (000s) El Comercio 98,686 Grupo Eco 126,236 04 America 71,862 America Television 71,862 09 ATV 66,022 Andina de Radiodifusion 66,022 02 Frecuencia Latina 57,686 Cia Latinoamericana de Rad. 57,686 05 Panamericana 23,148 Panamericana Television 23,148 Media Networks 21,287 Media Networks 21,287 Trome 17,970 El Peruano 15,682 Clear Channel Outdoor 16,177 Grupo R.P.P. 15,633 El Peruano 15,682 Corporacion Radial del Peru 13,957 Punto Visual 15,213 Red Global 13,763 Source: IbopeTime Source: IbopeTime

147 PUERTO RICO: ECONOMIC DATA

PUERTO RICO ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008

Gross Domestic Product (US$ million) at current prices 69,208 71,624 74,834 78,842 91,742 103,606 108,989 114,931 % change 12.2 3.5 4.5 5.4 16.4 12.9 5.2 5.5 at 2008 prices 124,408 123,173 119,110 115,212 118,093 117,502 116,092 114,931 % change 3.7 -1.0 -3.3 -3.3 2.5 -0.5 -1.2 -1.0

Gross Domestic Product per capita (US$) at current prices 18,023 18,507 19,287 20,216 23,404 26,217 27,453 28,877 at 2008 prices 32,398 31,828 30,698 29,542 30,126 29,733 29,242 28,877

Population Millions 3.8 3.9 3.9 3.9 3.9 4.0 4.0 4.0

Consumer Price Index 2008=100 55.6 58.1 62.8 68.4 77.7 88.2 93.9 100.0 % change 8.2 4.5 8.0 8.9 13.5 13.5 6.5 6.5

Ad.spend as a % of GDP 2.61 2.56 2.49 2.42 1.99 1.71 1.60 1.60

Advertising Expenditure Growth (%) at current prices 10.5 1.2 1.9 2.5 -4.6 -3.1 -1.1 5.3 at 2008 prices 2.1 -3.2 -5.7 -5.9 -15.9 -14.6 -7.1 -1.2 Source: IFS, ZenithOptimedia

148 PUERTO RICO: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in US$ million at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 1,372 462 32 754 114 3 7 - 1999 1,563 500 38 896 116 4 9 0.4 2000 1,638 489 46 978 111 4 9 0.6 2001 1,810 478 48 1,119 118 11 35 0.7 2002 1,831 508 51 1,104 119 11 38 0.9 2003 1,865 549 56 1,109 100 10 40 1.2 2004 1,911 572 60 1,122 116 8 32 1.4 2005 1,824 568 51 1,037 120 9 38 1.4 2006 1,768 562 58 968 122 9 45 4.0 2007 1,749 555 65 954 116 8 46 5.0 2008 1,841 570 65 1,010 125 8 55 8.0 Source: AdTrac, Mediafax Notes: 1. Before discounts 2. Includes agency commission (15%-20%) 3. Excludes classified advertising 4. Excludes production costs

Main advertising restrictions Tobacco: Restricted by the federal USD. Alcohol: Restricted by the federal USD. Pharmaceutical: Restricted by the FDA and DACO. Children's: Restricted by the FCC. Political: Restricted by the Electoral Commision of Puerto Rico.

149 PUERTO RICO: POPULATION

POPULATION

Land area (km²) 8,870 Capital city San Juan Language Spanish, English Currency US$ Source: CIA Factbook 2008

Population by age Male Female Total (000s) (000s) (000s) 0-15 446 483 929 16-24 264 286 550 25-34 264 286 550 35-44 250 270 520 45-54 230 250 480 55-64 192 208 400 65+ 300 325 625 Total 1,946 2,108 4,054 Source: Mediafax

Population status Male Female Total (000s) (000s) (000s) AB 96 104 200 C1 192 208 400 C2 384 416 800 D 576 624 1,200 E/other 672 728 1,400 Total 1,920 2,080 4,000 Source: Medianet

Definition of population status AB = yearly income of US$100,000+ C1 = yearly income of US$80,000-US$100,000 C2 = yearly income of US$60,000-US$80,000 D = yearly income of US$40,000-US$60,000 E = yearly income of

150 PUERTO RICO: TELEVISION

TELEVISION

Number of households: 1,350,000

Number of television households: 1,300,000 (96.3%)

Television homes with: Colour 95% VCR 35% DVD 62% Multiset 72% Cable (pass) 28% Cable (connection) - total 30% Digital cable (connection) 30% Satellite dish (DTH) - total 22% Digital satellite dish 20% IPTV 5% Source: Medianet

Average minutes viewed per day per adult: 240

Average pay-TV subscription cost Average monthly subscription US$ Cable (digital) 30 DTH (digital) 30 DTT 30 Source: Medianet

151 PUERTO RICO: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (%) transmission week Non-commercial WIPR TV Channel 6 98 24 2,016 WMTJ TV Channel 40 95 24 2,016 WSUR TV Channel 9 65 24 2,016 Commercial WKAQ TV Channel 2 99 24 2,688 WAPA TV Channel 4 98 24 2,688 WORA TV Channel 5 60 24 2,016 WSTE Channel 7 75 24 2,016 WLII TV Channel 11 99 24 2,016 WPRV Channel 13 95 24 2,016 WTCV TV Channel 18 75 24 2,016 WJPX TV Channel 24 65 24 2,016 WSJU TV Channel 30 65 24 2,016 WWXY TV Channel 38 65 24 2,016 WCCV TV Channel 54 65 24 2,016 WUJA TV Channel 58 65 24 2,016 WECN TV Channel 64 65 24 2,016 Source: Medianet

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time* US$ (000s) US$ WKAQ TV Channel 2 2000 5,000 257 19.5 WAPA TTV Channel 4 1900 4,500 279 16.1 WAPA TV Channel 11 1930 5,000 226 22.1 Source: Medianet *Monday-Friday

Average CPT (all commercial channels): US$19.0 Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults US$ (mill) Commercial WKAQ TV Channel 2 15 16 67 WAPA TV Channel 4 18 20 53 WLII TV Channel 11 22 23 80 Source: Mediafax

152 PUERTO RICO: TELEVISION

Top ten television programmes (2008) Adult Programme Channel TVR Dona Barbara WKAQ TV Channel 2 9.3 Grey Anatomy WAPA TV Channel 4 7.7 Cuidado Con WLII TV Channel 11 7.4 Super Exclusivo WAPA TV Channel 4 7.4 Mas Sabe El Diablo WKAQ TV Channel 2 7.3 Super Cine WAPA TV Channel 4 7.1 Aqui Ahora WLII TV Channel 11 6.9 The Mentalist WAPA TV Channel 4 6.8 House WAPA TV Channel 4 6.7 Mujeres Asesinas WLII TV Channel 11 6.7 Source: Mediafax Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser US$ (000s) Category US$ (000s) Procter & Gamble 30,790 Services & institutions 232,748 Walgreens 14,578 Retail 154,434 Toyota 13,914 Media, travel & entertainment 142,962 Caribbean Restaurants 11,709 Health/beauty 89,955 Colgate Palmolive 11,252 Food products 55,964 Kellogs 10,517 Automotive 54,552 Glaxo 9,928 Beverages & tobacco 47,864 Radio Shack 8,625 Household products 23,335 Panamerican Grain 7,873 Paper & plastics 16,649 Centenial 3,478 General merchandise 13,889 Source: Adtrac Source: Adtrac Top ten television Top ten television owners (2008) sales houses (2008) TV revenue TV revenue Owner US$ (mill) Sales house US$ (000s) Univision WLII 80 De La Cruz 52,963 NBC/Telemundo 67 Badillo Nasca 49,579 Pegasus/Wapa 53 Mediaedge 46,705 Wole 4 Mindshare 44,667 Wora 4 MediaHound 35,656 Mega TV/SBS 2 BBDO 40,653 SBS Mega TV 2 Arco 34,255 Tele Oro 2 Mediacom 39,153 Caribe Vision 1 Leo Burnet 29,989 Univision/Super Siete 1 Draft FCB 29,710 Source: Medianet Source: Adtrac

153 PUERTO RICO: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Full page Circulation readership B/W B/W Colour Title (000s) (000s) US$ US$ US$ National dailies El Nuevo Dia 192 672 6,240 9.3 8,240 el Vocero 125 240 5,460 22.8 7,060 Primera Hora 109 513 5,070 9.9 7,760 Island Sun 20 40 2,000 50.0 2,500 Free regional weeklies La Estrella 60 120 2,500 20.8 3,500 La Perla 40 80 2,000 25.0 2,800 La Semana 40 809 2,000 2.5 2,800 Other Caribbean Business 40 160 6,500 40.6 8,500 Source: ZenithOptimedia

Average CPT (B/W): US$12.1

Top ten newspaper Top ten newspaper advertisers (2008) product categories (2008) Newspaper expenditure Newspaper expenditure Advertiser US$ (000s) Category US$ (000s) Sears 14,119 Services & institutions 216,407 Pitusa 6,917 Retail 134,900 ATT 6,576 Automotive 60,160 Claro 6,486 Media, travel & entertainment 58,240 JC Pennys 5,024 Health/beauty 4,245 Banco Popular 4,649 General merchandise 4,184 Walgreens 4,183 Food 4,245 Suncom 3,717 Beverages & tobacco 4,184 Centenial 3,588 Clothes & accessories 559 Mitsubishi Motors 2,147 Household products 578 Source: Adtrac Source: Adtrac

154 PUERTO RICO: NEWSPAPERS/MAGAZINES

Top newspaper Top ten newspaper owners (2008) sales houses (2008) Newspaper revenue Newspaper revenue Owner US$ (mill) Sales house US$ (000s) Grupo Ferre 250 De La Cruz 30,260 Miguel Roca 40 Badillo Nasca 22,894 Casiano Group 25 Mediaedge 17,131 Source: Medianet MediaHound 16,391 Mindshare 15,217 Arco 13,399 Euro 9,466 BBDO 9,265 Kairos 9,217 JMD 5,126 Source: Adtrac MAGAZINES

Magazines w=weekly m=monthly Adult Full page Adult CPT Full page bm=bimonthly Circulation readership Colour Colour B/W Title q=quarterly (000s) (000s) US$ US$ US$ Cosmopolitan (m) 120 360 5,500 15.3 4,500 TV Guia (w) 100 400 2,500 6.3 1,500 Vea (w) 90 360 2,500 6.9 1,500 Imagen (m) 80 300 12,000 40.0 9,500 Vaniodades (bm) 75 300 4,500 15.0 3,500 Caras (m) 75 300 8,500 28.3 7,550 Buena Vida (m) 70 250 4,500 18.0 3,500 ESPN 45 90 4,500 50.0 3,500 Ocean Drive (q) 40 200 4,500 22.5 2,500 Modo de Vida (m) 20 100 8,000 80.0 6,000 Perspectiva Interior (bm) 15 40 6,500 162.5 5,500 Fox Sports 15 45 3,000 66.7 2,000 Business PR (bm) 13 35 5,500 157.1 4,500 Life & Style in Palmas 10 40 6,500 162.5 5,500 Industriales (m) 10 45 5,500 122.2 4,500 Dorado Style (m) 7 45 6,500 144.4 5,000 Mercados Tendencias 6 20 6,500 325.0 5,000 Paseos News (q) 1 5 6,500 1,300.0 5,500 Source: ZenithOptimedia Average CPT (Colour): US$35.3

155 PUERTO RICO: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser US$ (000s) Category US$ (000s) Procter & Gamble 2,340.3 Health/beauty 14,742 JC Pennys 905.1 Retail 14,369 Glaxo 862.8 Services & institutions 13,040 Sears 858.1 Media, travel & entertainment 6,105 Walgreens 700.5 Food 4,546 Unilever 549.4 Beverages & tobacco 4,296 Kraft 489.5 General merchandise 1,669 Pfizer 486.4 Clothes & accessories 1,402 Kimberly Clark 318.6 Household products 773 SSS 303.2 Unclassified ads 123 Source: Adtrac Source: Adtrac

Top magazine Top ten magazine owners (2008) sales houses (2008) Magazine revenue Magazine revenue Owner US$ (mill) Sales house US$ (000s) Casiano Group 12 Leo Burnett 3,696.3 Televisa Publishing 10 MediaHound 3,132.5 Angulo Group 8 Universal McCann 2,455.1 Source: Medianet Mindshare 2,107.4 De La Cruz 1,625.6 Kairos 1,454.6 Euro 1,048.0 Mediaedge 1,430.4 Badillo Nasca 1,313.5 Sajo Garcia 945.0 Source: Adtrac

156 PUERTO RICO: RADIO

RADIO

Average daily listening minutes per adult: 300 Source: Medianet

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station time US$ (000s) US$ National FM KQ 105 0600-1000 200 121 1.7 Z Combo 0600-1000 200 63 3.2 Mega 0600-1000 175 60 2.9 Reggeton 0600-1000 150 47 3.2 La X 0600-1000 150 40 3.8 Fidelity 0600-1000 150 38 3.9 Sal soul 0600-1000 165 37 4.5 Estereotempo 0600-1000 100 23 4.3 Toca de To 0600-1000 150 16 9.4 Sistema 0600-1000 200 12 16.7 Source: Adtrac

Average CPT (all commercial stations): US$3.6

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser US$ (000s) Category US$ (000s) Medalla 2,277.5 Services & institutions 52,970 Burger King 1,760.1 Media, travel & entertainment 35,137 Coors 1,155.5 Retail 30,074 Subway 1,147.9 Automotive 17,410 El Nuevo Dia 1,146.1 Beverages & tobacco 8,352 SSS 1,075.3 Health/beauty 2,832 Sears 1,044.1 General merchandise 2,558 McDonald's 915.8 Food 2,223 Mitsubishi 915.6 Unclassified ads 1,485 Direct TV 902.7 Paper & plastics 225 Source: Adtrac Source: Adtrac

157 PUERTO RICO: RADIO/OUTDOOR

Top radio Top ten radio owners (2008) sales houses (2008) Radio revenue Radio revenue Owner US$ (mill) Sales house US$ (000s) SBS 18 De La Cruz 7,708.5 Univision Radio 12 Sajo Garcia 6,629.2 Uno Radio Group 10 Badillo Nasca 5,504.7 Besto Corp. 5 Mamery 5,176.7 X100 4 MediaHound 4,869.6 Radio Isla 4 Mediaedge 4,533.2 Wapa Radio 2 BBDO 4,141.2 Source: Medianet Marketing Media 2,866.4 Arteaga Arteaga 2,067.7 Arco 2,007.7 Source: Adtrac OUTDOOR

Type of sites Type of display Street banners Flyers Sound trucks Public transportation posters Bus shelter Mobile boards Mall advertising Mesh Ice bags Parking ads Aerial ads Elevators Gas pumps IMS, bluetooth, etc Source: Medianet

158 PUERTO RICO: OUTDOOR

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser US$ (000s) Category US$ (000s) Visa 151.8 Financial services 387.1 Medalla 80.3 Automotive 292.0 MMM 70.9 Beer 284.3 Coors 67.5 Telecoms 186.2 Santander 53.2 Insurance 148.1 Mazda 44.1 Liquor 134.1 Coca-Cola 33.8 Public services 114.2 Taco Maker 29.4 Fast food 103.6 Bacardi 25.5 Clothes & accessories 91.6 Burger King 23.4 Beverages 48.1 Source: OMI Source: OMI

Top outdoor contractors (2008) Outdoor revenue Contractor US$ (mill) LAMAR 19 CBS 13 Tactical 8 Oyhers 3 Covenant 2 Focal point 2 Source: Medianet

159 PUERTO RICO: CINEMA

CINEMA

Number of cinema screens: 254 Source: ZenithOptimedia

Average cost of a 60 sec. spot per screen per week: US$350 Source: ZenithOptimedia

Number of screens used in typical national campaign: 10 Source: ZenithOptimedia

Admissions Admissions Gross takings (mill) US$ (mill) 2008 255.6 7.0 Source: ZenithOptimedia

Cinema audience profile Age % 16-24 15 25-34 16 35-49 23 50+ 23 Sex % Male 53 Female 47 Source: ZenithOptimedia

160 PUERTO RICO: CINEMA

Top ten cinema Top ten cinema advertisers (2008) product categories (2008) Advertiser Category Banco Popular Services & institutions Harris Paint Media, travel & entertainment 7UP Retail Burger King Automotive Fist Bank Beverages & tobacco Toyota Health/beauty Ford General merchandise Coca-Cola Food JC Pennys Unclassified ads Infinity Paper & plastics Source: Medianet Source: Adtrac Top cinema Top ten cinema owners (2008) sales houses (2008) Cinema revenue Sales house Owner US$ (mill) De La Cruz Sono Film 7 Sajo Garcia Source: Medianet Badillo Nasca Mamery MediaHound Mediaedge BBDO Marketing Media Arteaga Arteaga Arco Source: Adtrac

161 PUERTO RICO: INTERNET

INTERNET

Homes with internet connection: 513,000 (38.0%)

Adult internet users: 2,781,250 (89.0%)

Adult internet users with home broadband: 70.0%

Typical monthly cost of internet access: US$25.0

Top search keywords Keyword Dmax Internet High speed OSI Puerto Rico Fox Interactive El Nuevo Dia Wikipedia Banco Popular Classificados Source: Medianet

Internet user profile Age % 16-24 13 25-34 17 35-54 25 55-64 20 65+ 14 Sex % Male 47 Female 53 Income (US$)/year % 0-15,000 10 15,001-30,000 10 30,001-50,000 30 50,001-75,000 30 75,001 and over 20 Source: PRIF

162 PUERTO RICO: INTERNET

Top ten internet sites (2008) Top search engines (2008) Site Search engine Microsoft Google Google MSN Yahoo Yahoo Facebook LYCOS Interactive media AOL Ask network ASK Wikepedia Source: Comscore El Nuevo Dia.com Banco Popular.com PrimeraHora.com Source: Medianet Top ten internet Top ten internet product advertisers (2008) categories (2008) Advertiser Category Banco Popular Toyota Scotiabank Ford Seguros Multiples Infinity Infiny Lazer Claro Grande T-mobile Econo Duracell Sears Integrand Insurance Burger King Pueblo Churches Chicken Capri L'Bel American Express Source: Medianet Source: Medianet

Top internet sales houses (2008) Sales house Nobox Pixdlogic Kaput Media Click 4 Populicom Anexo Group Cartantica Source: Medianet

163 PUERTO RICO: MEDIA REACH/OVERALL MEDIA REACH % reach by medium (adults) Daily Conventional television 99.0 Online video 5.0 Mobile television 5.0 Newspapers 82.0 Magazines 46.0 Radio 87.0 Outdoor 73.0 Cinema 11.0 Internet 23.0 Source: Medianet OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser US$ (000s) Category US$ (000s) Procter & Gamble 35,455 Services & institutions 540,039 Sears 24,875 Retail 360,041 Walgreens 20,159 Media, travel & entertainment 285,627 Toyota 19,308 Automotive 144,036 ATT 18,132 Health/beauty 121,135 Claro 17,846 Food 74,923 Burger King 16,705 Beverages & tobacco 77,309 JC Pennys 16,543 General merchandise 31,678 Kelloggs 13,799 Household products 25,312 Pitusa 12,974 Paper & plastics 18,519 Source: Adtrac Source: Adtrac Top ten media Top ten owners (2008) sales houses (2008) Media revenue Media revenue Owner US$ (mill) Sales house US$ (000s) Grupo Ferre 250 De La Cruz 97,247 Univision WLII 80 Badillo Nasca 82,701 NBC/Telemundo 67 Mediaedge 72,926 Pegasus/Wapa 53 Mindshare 68,670 Miguel Roca 40 MediaHound 60,437 Casiano Group 25 BBDO 54,417 SBS 18 Arco 51,596 Univision Radio 12 Mediacom 44,196 Uno Radio Group 10 Leo Burnet/Starcom 43,855 Televisa Publishing 10 Draft FCB 39,189 Source: Medianet Source: Adtrac

164 USA: ECONOMIC DATA

USA

ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 Gross Domestic Product (US$ billion) at current prices 10,128 10,470 10,961 11,686 12,422 13,178 13,808 14,265 % change 3.2 3.4 4.7 6.6 6.3 6.1 4.8 3.3 at 2008 prices 12,311 12,523 12,827 13,316 13,693 14,067 14,335 14,265 % change 0.3 1.7 2.4 3.8 2.8 2.7 1.9 -0.5

Gross Domestic Product per capita (US$ 000s) at current prices 35.2 35.6 36.9 39.0 41.0 43.1 44.7 45.8 at 2008 prices 42.8 42.6 43.2 44.4 45.2 46.0 46.4 45.8

Population Millions 287.8 294.0 296.9 299.8 302.7 305.7 308.7 311.7

Consumer Price Index 2008=100 82.3 83.6 85.5 87.8 90.7 93.7 96.3 100.0 % change 2.8 1.6 2.2 2.7 3.4 3.3 2.8 3.8

Ad.spend as a % of GDP 1.45 1.43 1.39 1.38 1.34 1.32 1.29 1.19

Advertising Expenditure Growth (%) at current prices -6.0 1.7 1.7 6.0 2.9 4.3 2.4 -4.2 at 2008 prices -8.6 0.1 -0.5 3.3 -0.4 1.0 -0.4 -7.7 Source: IFS, ZenithOptimedia

165 USA: ADVERTISING EXPENDITURE ADVERTISING EXPENDITURE

Advertising expenditure in US$ (mill) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 120,743 41,341 14,573 43,471 15,411 - 4,027 1,920 1999 139,935 43,697 21,193 47,299 18,581 - 4,565 4,600 2000 156,667 48,700 23,978 52,258 20,819 - 4,912 6,000 2001 147,246 45,778 21,540 49,714 18,800 - 4,814 6,600 2002 149,756 45,320 20,903 51,640 19,423 275 4,945 7,250 2003 152,282 46,227 21,712 51,610 19,581 303 5,093 7,758 2004 161,487 48,538 22,757 55,504 20,364 339 5,297 8,688 2005 166,235 50,237 23,902 55,390 20,589 400 5,726 9,992 2006 173,434 51,493 24,804 58,355 20,892 460 6,344 11,086 2007 177,653 49,948 25,688 58,723 21,211 529 7,040 14,513 2008 170,218 43,954 23,633 57,849 19,218 608 7,131 17,823

Advertising expenditure in US$ (mill) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 159,335 54,554 19,231 57,365 20,337 - 5,314 2,534 1999 180,863 56,477 27,391 61,133 24,015 - 5,900 5,945 2000 195,834 60,875 29,973 65,323 26,024 - 6,140 7,500 2001 178,988 55,647 26,184 60,431 22,853 - 5,852 8,023 2002 179,134 54,211 25,004 61,770 23,233 329 5,915 8,672 2003 178,209 54,097 25,409 60,396 22,915 354 5,960 9,078 2004 184,013 55,309 25,931 63,247 23,205 386 6,036 9,900 2005 183,240 55,376 26,347 61,055 22,695 441 6,312 11,014 2006 185,135 54,967 26,477 62,292 22,302 491 6,772 11,834 2007 184,440 51,856 26,670 60,967 22,022 549 7,309 15,067 2008 170,218 43,954 23,633 57,849 19,218 608 7,131 17,823 Source: ZenithOptimedia Notes: 1. After discounts 2. Includes production costs 3. Includes classified 4. Includes agency commission

Main advertising restrictions Tobacco: Banned on TV, radio and outdoor. Alcohol: Programmes must have 70%+ of the audience aged 21+. There should be no animation. For Network TV, programmes must air after 9pm. Pharmaceutical: TV ads must refer viewers to a publication that provides more information, including side-effects. Children's: Advertising of food products should not discourage healthy lifestyle choices or the consumption of fruits and vegetables, as applicable to children under 12. Political: The FEC prohibits the broadcast of any PSA featuring a federal candidate within 30 days of a primary election and within 60 days of a general election.

166 USA: POPULATION

POPULATION

Land area (km²) 9,161,966 Capital city Washington, DC Languages English, Spanish Currency US dollar (US$) Source: CIA Factbook 2009

Population by age Male Female Total (000s) (000s) (000s) 0-15 33,811 32,369 66,181 16-24 19,973 19,124 39,097 25-34 20,885 20,366 41,250 35-44 20,902 20,812 41,714 45-54 21,905 22,650 44,555 55-64 16,828 18,115 34,942 65+ 16,901 22,572 39,473 Total 151,205 156,007 307,212 Source: 2009 US Census Projection

Adult status Male Female Total (000s) (000s) (000s) AB 28,587 30,641 59,228 C1 15,998 19,040 35,038 C2 12,045 9,095 21,140 D 20,773 19,906 40,679 E 31,887 38,308 70,195 Total 109,290 116,990 226,280 Source: Nielsen Universe Estimates 2010

Definition of adult status: AB = professional/technical/admin/manager C1 = clerical/sales C2 = farm/skilled D = unskilled E = unemployed

167 USA: TELEVISION

TELEVISION

Number of households: 116,170,000

Number of television households: 114,900,000 (98.9%)

Television homes with: Colour 100.0% VCR 66.7% DVD 88.7% PVR/DVR 31.5% Multiset 82.9% Cable (pass) 89.7% Cable (connection) - total 62.5% Digital cable (connection) 43.7% Satellite dish (DTH) - total 27.9% Digital satellite dish 27.7% Source: Nielsen Media-Related UEs Sept. 2009

Average minutes viewed per day per adult: 303

Average pay-TV subscription cost Average monthly subscription US$ Cable (analogue) 59 Cable (digital) 61 DTH (digital) 35 IPTV 48 Source: Operators

168 USA: TELEVISION

Main channels Technical Daily Ad mins penetration hours of per Channel (% TV HHs) transmission* week Non-commercial Disney Channel 85.7 24 - Encore 30.1 24 - HBO - The Works 28.2 24 - Showtime 19.2 24 - Starz 19.4 24 - Commercial Broadcast ABC 97.0 12 1,389 CBS 98.0 13 1,411 FOX 98.0 4 311 NBC 98.0 12 1,219 CW 94.0 4 402 MNTV - 2 118 AZA (Azteca America) 34.0 13 2,697 TEL (Telemundo) 52.0 16 2,545 TF (Telefutura) 52.0 22 1,040 UNI (Univision) 79.0 24 883 Cable A&E Network 86.2 20 2,412 ABC Family 85.7 18 2,185 Adult Swim 85.6 7 551 AMC 83.0 24 2,370 Animal Planet 84.0 24 1,950 BBC-America 56.5 24 1,613 Biography Channel 48.4 20 2,328 Black Entertainment TV 78.2 24 2,145 Bravo 80.0 20 2,286 Cable News Network (CNN) 86.5 24 2,193 CMT 78.2 24 2,727 CNBC 84.9 22 2,235 Comedy Central 85.4 20 2,501 Discovery Channel 86.9 24 2,024 Discovery Health 64.6 24 1,780 E! Entertainment TV 84.6 20 2,395 ESPN 86.2 24 1,952 ESPN Classic 55.6 24 1,858 ESPN2 86.0 24 1,882 ESPNews 60.8 24 2,138 Food Network 86.4 21 2,546 Fuse 56.8 24 2,714 FX 83.7 19 2,283 G4 57.2 20 2,547

169 USA: TELEVISION

Main channels cont. Technical Daily Ad mins penetration hours of per Channel (% TV HHs) transmission* week Cable cont. Galavision 48.3 24 2,068 Golf Channel 71.0 24 2,104 Great American Country 49.8 20 2,306 GSN 60.8 20 2,597 Headline News (HLN) 86.5 24 2,457 History 85.5 20 2,261 History International 47.6 20 2,197 Home And Garden TV 86.0 23 2,443 Investigation Discovery 47.5 24 1,553 Lifetime Movie Network 63.4 24 1,814 Lifetime Television 86.1 18 2,412 Military Channel 48.0 24 1,647 MSNBC 81.2 24 2,387 MTV: Music Television 85.8 24 2,470 MTV2 66.8 24 2,642 Mun2 Cable 28.7 24 1,596 National Geographic Channel 60.5 21 1,939 Nick-At-Nite 86.7 9 1,097 Nickelodeon 86.7 15 1,285 Nicktoons 47.9 24 1,031 Oxygen Media 65.3 19 2,290 Syfy 84.0 24 2,171 Speed 64.6 24 2,029 Spike TV 86.0 19 2,630 Style 55.7 21 2,457 TBS Network 87.2 24 2,512 The Cartoon Network 85.6 17 1,193 The Weather Channel 87.0 24 2,647 TLC 86.2 21 2,200 Disney XD 64.3 24 1,822 Travel Channel 82.9 24 2,143 truTv 80.3 13 2,171 Turner Network Television (TNT) 86.4 24 2,226 TV Guide Network 70.3 24 3,630 TV Land 84.8 24 2,903 USA Network 86.5 24 2,374 Versus 55.2 24 2,269 VH1 85.2 24 2,610 VH1 Classic 48.0 24 2,394 WE: Womens Entertainment 64.6 19 2,453 WGN America 62.5 23 1,571 Source: Nielsen Universe Estimates, Nielsen Audience Watch, TNS Strategy * national programming

170 USA: TELEVISION

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time US$ (000s) US$ FOX Prime 217,700 6,310 34.5 ABC Prime 160,400 6,325 25.4 CBS Prime 138,000 8,746 15.8 NBC Prime 98,000 5,426 18.1 CW Prime 33,300 1,343 24.8 MNTV Prime 10,100 1,213 8.3 Source: TNS Strategy, excludes PSAs, Nielsen Galaxy Explorer, Live+SD

Average CPT (all commercial channels): US$22.4 Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults (18+) US$ (000s) Non-commercial Disney Channel 2.6 0.9 - Encore 1.2 1.3 - HBO - The Works 1.3 1.3 - Showtime 0.4 0.4 - Starz 0.6 0.6 - Commercial Broadcast ABC 6.5 7.2 5,169,297 CBS 6.9 7.8 6,304,572 FOX 5.1 5.5 4,528,078 NBC 6.9 7.8 5,372,909 CW 2.1 2.1 789,485 MNTV 1.3 1.4 93,280 AZA (Azteca America) 0.1 0.1 195,831 TEL (Telemundo) 0.7 0.7 914,294 TF (Telefutura) 0.6 0.6 363,849 UNI (Univision) 2.4 2.4 1,713,440 Cable A&E 1.2 1.4 401,946 ABC Family 1.1 0.8 280,026 Adult Swim 2.5 1.7 100,827 AMC 1.1 1.2 179,989 Animal Planet 0.6 0.6 214,133 BBC-America 0.1 0.1 59,693 Biography Channel 0.2 0.2 29,180 Black Entertainment TV 0.7 0.6 340,154 Bravo 0.5 0.6 166,351

171 USA: TELEVISION

Share of viewing & ad revenue cont. Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults (18+) US$ (000s) Cable cont. Cable News Network (CNN) 1.3 1.5 418,440 CMT 0.4 0.4 175,640 CNBC 0.4 0.5 232,552 Comedy Central 1.0 0.9 719,233 Discovery Channel 1.1 1.1 556,610 Discovery Health 0.2 0.3 51,275 E! Entertainment TV 0.6 0.6 389,239 ESPN 1.7 1.8 1,536,863 ESPN Classic 0.1 0.1 29,433 ESPN2 0.6 0.6 312,779 ESPNews 0.1 0.1 36,596 Food Network 1.0 1.0 522,985 Fuse 0.0 0.0 33,935 FX 1.1 1.1 365,369 G4 0.1 0.1 48,502 Galavision 0.2 0.2 174,370 Golf Channel 0.1 0.2 164,464 Great American Country 0.1 0.1 12,714 GSN 0.4 0.4 85,858 Headline News (HLN) 0.5 0.6 143,357 History 1.1 1.2 337,503 History International 0.2 0.2 15,423 Home And Garden TV 1.0 1.2 554,760 Investigation Discovery 0.3 0.3 27,694 Lifetime Movie Network 0.7 0.8 81,368 Lifetime Television 1.4 1.5 627,825 Military Channel 0.1 0.2 28,185 MSNBC 0.8 1.0 158,432 MTV: Music Television 0.9 0.8 1,013,810 MTV2 0.2 0.2 92,559 Mun2 Cable 0.0 0.0 6,379 National Geographic Channel 0.4 0.4 113,247 Nick-At-Nite 2.9 2.0 423,832 Nickelodeon 3.8 1.5 934,417 Nicktoons 0.2 0.1 23,530 Oxygen Media 0.4 0.4 153,005 Syfy 1.0 1.0 301,867 Speed 0.3 0.3 104,236 Spike TV 1.1 1.1 564,680 Style 0.2 0.2 92,545 TBS Network 1.8 1.8 828,588 The Cartoon Network 1.8 0.6 232,581

172 USA: TELEVISION

Share of viewing & ad revenue cont. Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults (18+) US$ (000s) Cable cont. The Weather Channel 0.5 0.6 214,599 TLC 0.7 0.7 299,368 Disney XD 0.4 0.2 83,606 Travel Channel 0.4 0.4 146,931 truTv 1.0 1.1 195,477 Turner Network Television (TNT) 2.2 2.4 1,102,569 TV Guide Network 0.2 0.2 132,655 TV Land 1.1 1.2 318,618 Usa Network 2.3 2.5 919,245 Versus 0.2 0.2 102,344 VH1 0.7 0.6 564,295 VG1 Classic 0.1 0.1 13,520 WE: Womens Entertainment 0.2 0.3 89,731 WGN America 0.4 0.4 198,727 Source: Nielsen Galaxy Explorer Live SHR 2008, TNS Strategy 2008

Top ten television programmes (2008) Adult 18+ Programme Channel TVR American Idol - Tuesday FOX 9.7 American Idol - Wednesday FOX 9.5 Dancing With The Stars ABC 7.6 Dancing With The Stars Results ABC 7.0 The Mentalist CBS 6.6 CSI CBS 5.3 NCIS CBS 5.2 60 Minutes CBS 5.0 Two And A Half Men CBS 4.9 America's Got Talent NBC 4.7 Source: Nielsen Galaxy Explorer Live Note: excludes sports, specials, breakouts

173 USA: TELEVISION

Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser US$ (000s) Category US$ (000s) Procter & Gamble 2,153,884 Wireless telecom providers 3,129,045 AT&T 1,329,273 Quick serve restaurants 2,656,341 General Motors 1,208,575 Motion pictures 2,617,765 Verizon Communications 1,165,635 Direct response drugs & toiletries 1,421,516 Johnson & Johnson 901,899 Auto insurance 1,367,078 Toyota 761,363 Cars, Asian: sales & leasing 1,301,121 Yum Brands 739,128 Light trucks, domestic: sales & lsg 1,234,764 Ford 720,981 Credit cards 1,124,047 Time Warner 691,018 Casual dining restaurants 1,090,668 General Electric 672,238 Light trucks, Asian: sales & lsg 1,025,541 Source: TNS-MI, excludes PSAs Source: TNS-MI, excludes PSAs

174 USA: NEWSPAPERS

NEWSPAPERS

Newspapers S=Sunday Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour* Title (000s) (000s) US$ US$ US$ National USA Today 2,114 3,739 119,600 32.0 189,400 Wall Street Journal 2,082 3,325 216,906 65.2 277,646 The New York Times (S) 1,451 4,048 168,840 41.7 198,140 The New York Times 1,039 2,922 150,696 51.6 179,996 Albany-Schenectady-Troy, NY Times Union (S) 141 338 40,274 119.2 40,692 Times Union 79 232 40,274 173.9 40,692 The Daily Gazette 45 117 5,889 50.5 6,419 Albuquerque-Santa Fe, NM Daily Journal (S) 133 384 22,104 57.5 24,414 Daily Journal 102 249 17,247 69.3 18,867 Atlanta, GA The Atlanta Journal-Constitution (S) 462 1,682 95,130 56.5 101,880 The Atlanta Journal-Constitution 262 1,000 73,710 73.7 78,030 Austin, TX Austin American-Statesman (S) 185 503 35,528 70.7 36,441 Austin American-Statesman 153 382 29,408 77.1 30,321 Baltimore, MD The Baltimore Sun (S) 351 922 50,589 54.9 56,501 The Baltimore Sun 210 560 41,441 74.1 46,696 The Capital (S) 43 99 5,003 50.5 5,656 The Capital 41 90 4,807 53.7 5,460 Birmingham(Anniston and Tuscaloosa), AL The Birmingham News (S) 165 485 26,753 55.1 28,439 The Birmingham News 132 364 24,795 68.1 26,449 The Tuscaloosa News (S) 33 101 8,063 80.1 8,714 The Tuscaloosa News 32 76 7,710 101.7 8,361 Boston, MA(Manchester, NH) The Boston Globe (S) 467 1,452 80,136 55.2 90,916 The Boston Globe 303 789 66,528 84.4 75,735 Telegram & Gazette (S) 91 256 16,803 65.7 17,986 Telegram & Gazette 74 212 16,163 76.2 17,346 Buffalo, NY The Buffalo News (S) 252 680 44,402 65.3 52,251 The Buffalo News 174 461 33,835 73.4 39,805 Charleston-Huntington, WV The Charleston Gazette (S) 72 192 12,521 65.2 13,196 The Charleston Gazette 64 123 11,706 95.0 12,381 Huntington Herald-Dispatch (S) 31 101 12,712 125.9 13,662 Huntington Herald-Dispatch 26 86 10,672 124.5 11,622 Charlotte, NC The Charlotte Observer (S) 264 741 49,410 66.7 54,195 The Charlotte Observer 211 506 46,440 91.8 51,225

175 USA: NEWSPAPERS

Newspapers cont. S=Sunday Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour* Title (000s) (000s) US$ US$ US$ Chicago, IL Chicago Tribune (S) 858 2,403 143,010 59.5 154,266 Chicago Tribune 501 1,431 95,130 66.5 103,432 Chicago Sun-Times 312 1,201 45,504 37.9 50,154 Chicago Sun-Times (S) 254 1,274 45,504 35.7 50,154 Daily Herald (S) 132 357 16,969 47.5 18,308 Daily Herald 130 353 16,677 47.2 18,015 Cincinnati, OH The Cincinnati Enquirer (S) 273 791 47,166 59.6 55,164 The Cincinnati Enquirer 189 535 45,235 84.6 52,975 Cleveland-Akron(Canton), OH The Plain Dealer (S) 393 1,035 87,318 84.4 93,003 The Plain Dealer 292 735 59,598 81.1 64,908 Akron Beacon Journal (S) 151 378 22,709 60.1 25,179 Akron Beacon Journal 111 272 15,733 57.9 17,657 Columbus, OH The Columbus Dispatch (S) 332 819 54,118 66.1 55,938 The Columbus Dispatch 196 524 40,233 76.9 41,628 Dallas-Fort Worth, TX The Dallas Morning News (S) 475 1,334 107,100 80.3 123,165 The Dallas Morning News 332 884 95,760 108.3 110,124 Fort Worth Star-Telegram (S) 279 757 58,739 77.6 62,980 Fort Worth Star-Telegram 189 523 54,054 103.4 58,295 Denver, CO The Denver Post & Rocky Mountain News (S) 526 1,161 125,603 108.2 134,377 The Denver Post & Rocky Mountain News 372 450 50,360 111.9 57,978 Des Moines-Ames, IA The Des Moines Register (S) 220 437 41,974 96.1 46,715 The Des Moines Register 135 309 33,942 109.8 37,616 Detroit, MI Detroit News and Free Press (S) 605 1,484 88,870 59.9 - Detroit News and Free Press 477 812 79,344 97.8 88,199 The Oakland Press (S) 78 220 15,509 70.7 17,174 The Oakland Press 66 158 15,509 98.5 17,174 The Macomb Daily (S) 60 201 14,254 70.8 15,306 The Macomb Daily 48 168 14,254 84.6 15,306 El Paso(Las Cruces, NM), TX El Paso Times (S) 84 264 18,232 69.0 20,448 El Paso Times 69 214 17,065 79.8 19,170 Fresno-Visalia, CA The Fresno Bee (S) 166 471 35,375 75.0 38,785 The Fresno Bee 140 340 30,209 89.0 32,949 Ft. Myers-Naples, FL The News-Press (S) 84 273 19,518 71.5 22,117 Naples Daily News (S) 73 162 11,783 72.6 13,283 The News-Press 69 211 14,938 71.0 16,887 Naples Daily News 64 143 9,062 63.5 9,962

176 USA: NEWSPAPERS

Newspapers cont. S=Sunday Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour* Title (000s) (000s) US$ US$ US$ Grand Rapids-Kalamazoo-Battle Creek, MI The Grand Rapids Press (S) 178 470 16,322 34.7 17,814 The Grand Rapids Press 124 308 10,828 35.2 11,920 Kalamazoo Gazette (S) 62 202 7,314 36.2 8,394 Kalamazoo Gazette 46 123 6,072 49.3 6,750 Greensboro-High Point-Winston Salem, NC The News & Record (S) 96 254 16,538 65.0 18,028 Winston-Salem Journal (S) 88 239 14,994 62.8 18,743 The News & Record 81 197 11,575 58.7 13,065 Winston-Salem Journal 75 185 13,356 72.3 16,695 G'ville-S'burg, SC-Asheville, NC-And., SC The Greenville News (S) 104 311 22,208 71.4 24,733 The Greenville News 75 199 20,192 101.3 22,717 Herald-Journal (S) 48 156 13,598 87.1 15,182 Herald-Journal 39 132 11,780 89.2 13,364 Harrisburg-Lancaster-Lebanon-York, PA The Patriot*The Patriot News (S) 134 342 12,280 35.9 13,220 The Patriot*The Patriot News 90 230 10,836 47.2 11,655 Lancaster Intelligencer-Journal 87 119 13,230 111.6 14,380 Hartford & New Haven, CT The Hartford Courant (S) 223 553 55,470 100.3 58,555 The Hartford Courant 156 395 45,150 114.3 397,738 New Haven Register (S) 83 219 23,726 108.1 27,401 New Haven Register 74 188 18,806 100.0 22,341 Honolulu, HI Honolulu Advertiser (S) 137 435 27,998 64.3 27,998 Honolulu Advertiser 127 385 24,234 62.9 24,234 Honolulu Star-Bulletin 64 155 11,675 75.5 12,550 Honolulu Star-Bulletin (S) 60 148 11,675 79.1 12,550 Houston, TX Houston Chronicle (S) 583 1,726 109,746 63.6 118,251 Houston Chronicle 425 1,198 85,176 71.1 91,896 Indianapolis, IN The Indianapolis Star (S) 342 755 49,938 66.2 55,838 The Indianapolis Star 260 573 39,729 69.3 44,319 Jacksonville, FL The Florida Times-Union (S) 178 525 36,507 69.5 40,923 The Florida Times-Union 123 374 30,444 81.4 33,728 Kansas City, MO The Kansas City Star (S) 333 766 69,960 91.4 73,232 The Kansas City Star 235 514 64,560 125.6 67,398 Knoxville, TN Knoxville News-Sentinel (S) 139 396 25,678 64.9 26,063 Knoxville News-Sentinel 111 291 21,548 74.2 21,833

177 USA: NEWSPAPERS

Newspapers cont. S=Sunday Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour* Title (000s) (000s) US$ US$ US$ Las Vegas, NV Las Vegas Review-Journal 195 555 31,985 57.6 35,615 Las Vegas Review-Journal 172 416 28,368 68.3 31,894 Lexington, KY Lexington Herald-Leader (S) 120 355 15,000 42.3 16,602 Lexington Herald-Leader 104 265 13,860 52.3 15,119 Los Angeles, CA Los Angeles Times (S) 1,055 3,001 156,993 52.3 170,333 Los Angeles Times 739 1,929 125,388 65.0 136,964 Daily News (S) 464 506 89,082 175.9 96,159 Press-Telegram (S) 464 265 89,082 336.2 96,159 Daily News 447 441 82,026 186.1 89,103 Press-Telegram 447 233 82,026 351.6 89,103 The Orange County Register (S) 300 890 60,296 67.8 63,914 The Orange County Register 231 643 46,679 72.6 49,755 The Press Enterprise (S) 147 530 26,586 50.2 28,916 The Press Enterprise 140 475 25,074 52.8 27,274 La Opinion 92 391 12,166 31.1 13,862 Daily Breeze (S) 64 232 12,085 52.1 19,162 Daily Breeze 64 216 12,085 56.1 19,162 La Opinion (S) 48 447 12,166 27.2 13,862 Louisville, KY The Courier-Journal (S) 252 618 39,788 64.4 44,870 The Courier-Journal 193 453 34,258 75.7 39,340 Memphis, TN The Commercial Appeal (S) 229 519 50,498 97.2 54,547 The Commercial Appeal 193 387 38,455 99.5 41,388 Miami-Ft. Lauderdale, FL Sun-Sentinel (S) 285 623 68,166 109.4 73,616 The Miami Herald (S) 270 846 51,156 60.4 54,971 The Miami Herald 202 584 35,658 61.0 39,138 Sun-Sentinel 196 397 52,668 132.5 58,118 Milwaukee, WI Milwaukee Journal Sentinel (S) 361 832 58,080 69.8 63,109 Milwaukee Journal Sentinel 203 532 41,640 78.3 45,354 Minneapolis-St. Paul, MN Star Tribune (S) 498 1,201 63,000 52.5 71,030 Star Tribune 320 789 40,068 50.8 46,493 St. Paul Pioneer Press (S) 253 626 31,632 50.5 36,357 St. Paul Pioneer Press 192 417 29,238 70.1 33,428 Mobile, AL-Pensacola(Ft. Walton Beach), FL Mobile Register (S) 117 309 16,109 52.2 17,372 Mobile Register 107 262 13,772 52.6 15,035 Pensacola News Journal (S) 63 194 24,524 126.2 25,723 Pensacola News Journal 51 145 19,781 136.5 20,842

178 USA: NEWSPAPERS

Newspapers cont. S=Sunday Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour* Title (000s) (000s) US$ US$ US$ Nashville, TN The Tennessean (S) 210 592 51,603 87.2 54,627 The Tennessean 150 450 43,519 96.8 46,543 New York, NY Daily News (S) 645 2,598 81,204 31.3 - Daily News 603 2,474 65,308 26.4 - New York Post 558 1,936 57,634 29.8 72,042 Newsday (S) 427 1,266 59,413 46.9 63,725 Newark Star Ledger (S) 405 1,335 60,208 45.1 66,248 Newsday 368 1,362 48,189 35.4 52,501 New York Post (S) 357 1,132 43,635 38.5 54,544 amNewYork 323 605 24,950 41.2 25,810 Metro New York 301 608 14,907 24.5 14,907 Newark Star Ledger 287 941 77,743 82.6 83,373 Asbury Park Press/Home News Tribune (S) 245 534 42,058 78.7 44,024 Asbury Park Press/Home News Tribune 193 397 28,458 71.7 30,163 The Hackensack Record (S) 192 551 37,685 68.4 39,538 The Hackensack Record 157 470 30,977 65.9 32,624 Norfolk-Portsmouth-Newport News, VA The Virginian-Pilot (S) 200 816 28,638 35.1 32,388 The Virginian-Pilot 175 670 27,219 40.6 30,469 Oklahoma City, OK The Oklahoman (S) 225 552 57,425 104.1 62,570 The Oklahoman 165 338 49,081 145.0 54,226 Orlando-Daytona Beach-Melbourne, FL The Orlando Sentinel (S) 315 862 73,962 85.8 79,478 The Orlando Sentinel 206 614 46,494 75.7 50,820 The Daytona-Beach News-Journal (S) 102 295 24,709 83.6 27,124 Florida Today (S) 86 227 22,336 98.6 24,699 The Daytona-Beach News-Journal 79 245 18,484 75.6 20,629 Florida Today 70 180 14,626 81.3 16,611 Philadelphia, PA The Philadelphia Inquirer (S) 550 1,507 118,720 78.8 127,062 The Philadelphia Inquirer/Daily News 396 1,125 86,100 76.5 91,662 The Morning Call (S) 131 362 16,380 45.3 17,468 Metro Philadelphia 120 289 5,376 18.6 5,376 The Morning Call 99 274 14,112 51.6 15,200 Reading Eagle (S) 79 186 7,564 40.8 8,093 Reading Eagle (D) 58 150 5,753 38.4 6,282 Phoenix (Prescott), AZ The Arizona Republic (S) 517 1,329 86,172 64.8 92,714 The Arizona Republic 390 998 62,855 63.0 68,315 The East Valley Tribune 54 167 5,940 35.5 13,959 The East Valley Tribune (S) 51 193 5,940 30.8 13,959

179 USA: NEWSPAPERS

Newspapers cont. S=Sunday Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour* Title (000s) (000s) US$ US$ US$ Pittsburgh, PA Pittsburgh Post-Gazette (S) 320 754 65,941 87.4 72,561 Pittsburgh Post-Gazette 209 493 40,115 81.3 43,955 Tribune-Review (S) 194 353 32,500 92.1 34,602 Tribune-Review 166 257 25,282 98.3 27,384 Portland, OR The Oregonian (S) 326 912 35,296 38.7 41,855 The Oregonian 269 713 34,017 47.7 39,295 Statesman Journal (S) 49 155 13,696 88.2 15,342 Statesman Journal 43 135 11,880 88.1 13,272 Providence, RI-New Bedford, MA The Providence Journal (S) 187 501 43,299 86.5 49,988 The Providence Journal 132 379 36,036 95.2 42,725 Raleigh-Durham(Fayetteville), NC The News & Observer (S) 205 543 32,938 60.6 36,127 The News & Observer 157 370 28,684 77.6 31,873 The Fayetteville Observer (S) 64 174 10,263 58.9 11,063 The Fayetteville Observer 60 159 8,801 55.5 9,601 Richmond-Petersburg, VA Richmond Times-Dispatch (S) 197 502 30,366 60.5 32,306 Richmond Times-Dispatch 158 379 26,586 70.2 28,186 Roanoke-Lynchburg, VA The Roanoke Times (S) 96 287 7,583 26.4 9,479 The Roanoke Times 82 232 6,482 27.9 8,103 Rochester, NY Democrat and Chronicle (S) 192 508 64,956 127.9 68,208 Democrat and Chronicle 136 383 59,388 154.9 62,641 Sacramento-Stockton-Modesto, CA The Sacramento Bee (S) 291 775 51,030 65.8 55,820 The Sacramento Bee 249 640 41,958 65.6 45,768 The Modesto Bee (S) 78 221 14,868 67.3 16,368 The Modesto Bee 72 203 13,230 65.1 14,545 The Stockton Record (S) 61 186 51,030 274.7 - The Stockton Record 55 152 44,100 290.1 - Salt Lake City, UT The Salt Lake Tribune/Des. Morning News (S) 212 547 38,558 70.5 40,458 The Salt Lake Tribune/Des. Morning News 192 474 32,702 69.0 34,352 San Antonio, TX San Antonio Express-News (S) 304 770 54,252 70.5 57,578 San Antonio Express-News 193 495 43,693 88.3 46,420 San Diego, CA The San Diego Union-Tribune (S) 331 876 76,497 87.3 81,047 The San Diego Union-Tribune 261 673 61,017 90.7 64,992 North County Times (S) 79 170 12,096 71.1 13,046 North County Times 78 155 11,466 74.0 12,416

180 USA: NEWSPAPERS

Newspapers cont. S=Sunday Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour* Title (000s) (000s) US$ US$ US$ San Francisco-Oakland-San Jose, CA San Francisco Chronicle (S) 355 1,015 92,919 91.5 98,069 San Francisco Chronicle 312 866 83,031 95.9 87,931 San Jose Mercury News (S) 245 675 129,528 192.0 144,330 San Jose Mercury News 227 622 116,550 187.5 124,805 Contra Costa Times (S) 194 389 51,729 132.9 55,250 Contra Costa Times 186 355 46,440 130.9 48,788 Seattle-Tacoma, WA The Seattle Times/Post-Intelligencer (S) 377 984 74,846 76.1 987,865 The Seattle Times 203 535 57,443 107.4 393,865 The Seattle Post-Intelligencer 117 390 - - - Tacoma News Tribune (S) 115 316 25,146 79.7 28,469 Tacoma News Tribune 102 261 21,001 80.4 23,775 Spokane, WA Spokane Spokesman-Review (S) 107 302 14,581 48.2 15,790 Spokane Spokesman-Review 85 218 14,119 64.8 15,328 St. Louis, MO St. Louis Post-Dispatch (S) 1,048 969 71,680 74.0 79,564 St. Louis Post-Dispatch 942 572 52,627 92.0 59,475 Belleville News Democrat (S) 58 173 7,134 41.2 7,814 Belleville News Democrat 50 137 5,486 40.0 6,166 Syracuse, NY The Post-Standard (S) 152 395 24,760 62.7 29,311 The Post-Standard 104 284 20,762 73.2 25,313 Tampa-St. Petersburg(Sarasota), FL St. Petersburg Times (S) 414 913 99,330 108.9 104,245 The Tampa Tribune (S) 285 788 74,592 94.6 78,632 St. Petersburg Times 283 650 82,560 127.0 87,800 The Tampa Tribune 195 549 54,810 99.8 58,310 Sarasota Herald-Tribune (S) 116 214 26,648 124.5 28,509 Sarasota Herald-Tribune 97 189 23,358 123.7 25,219 Toledo, OH The Blade (S) 136 353 22,572 64.0 25,042 The Blade 111 255 16,995 66.8 19,254 Tucson(Sierra Vista), AZ The Arizona Daily Star (S) 155 391 37,681 96.5 48,985 The Arizona Daily Star 124 232 27,090 116.8 35,217 Tulsa, OK Tulsa World (S) 152 400 18,270 45.7 19,446 Tulsa World 111 262 16,380 62.5 17,556 Washington, DC(Hagerstown, MD) The Washington Post (S) 869 2,059 150,948 73.3 163,563 The Washington Post 665 1,543 107,856 69.9 118,067 The Washington Times 81 190 13,563 71.4 15,313 The Washington Times (S) 71 147 13,563 92.1 15,313

181 USA: NEWSPAPERS

Newspapers cont. S=Sunday Circ- Adult Full page Adult CPT Full page ulation readership B/W B/W Colour* Title (000s) (000s) US$ US$ US$ West Palm Beach-Ft. Pierce, FL The Palm Beach Post (S) 179 497 29,002 58.4 36,253 The Palm Beach Post 143 398 23,202 58.3 29,002 Wichita-Hutchinson Plus, KS The Wichita Eagle (S) 122 320 23,423 73.1 24,903 The Wichita Eagle 75 205 16,853 82.1 18,113 Wilkes-Barre-Scranton, PA Times Leader (S) 49 127 11,683 91.7 12,178 Times Leader 36 97 7,618 78.7 8,113 Scranton Times/Tribune 32 132 17,181 130.7 18,330 Scranton Times/Tribune (S) 31 152 17,349 113.9 18,064 Source: SRDS, Scarborough 2009 Release 1 (by DMA), MRI for national * Full page colour includes B/W cost plus added full-colour cost from SRDS, Mon-Wed rates if different, column inch calculations use SRDS measurement data

Average CPT (B/W): US$70.0

182 USA: NEWSPAPERS

Top ten newspaper Top ten newspaper product advertisers (2008) categories (2008) Newspaper expenditure Newspaper expenditure Advertiser US$ (000s) Category US$ (000s) News Corp. 686,706 Wireless telecom providers 1,047,669 Verizon Communications 675,881 Banking (consumer) 1,026,780 Macy's 580,601 Coupon marketing 885,789 Valassis Communications 387,286 Motion pictures 874,493 General Motors 321,884 Car & truck dealers: sales & lsg 813,776 AT&T 288,142 Car & light truck local dealers, Asian 770,105 General Motors Local Dealers 273,424 Consumer electronics 651,145 Ford Local Dealers 220,883 Car & light truck local dealers, dom. 607,983 Frys Electronics 204,991 Furniture 595,695 Time Warner 203,882 Real estate 551,192 Source: TNS-MI, excludes PSA's Source: TNS-MI, excludes PSA's

183 USA: MAGAZINES

MAGAZINES

Magazines Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Airline Southwest Spirit 495 3,189 37,600 11.8 28,954 Delta's SKY Magazine 375 3,942 50,740 12.9 35,480 Continental 342 2,417 39,380 16.3 31,520 United Hemispheres 329 2,087 41,072 19.7 - US Airways Magazine 329 2,886 27,040 9.4 18,907 American Way 323 1,371 31,111 22.7 23,987 Automotive Car and Driver 1,278 10,610 209,087 19.7 135,795 Motor Trend 1,085 7,237 160,100 22.1 95,300 Road & Track 690 5,571 122,116 21.9 79,371 Hot Rod 658 6,910 92,020 13.3 56,830 Automobile Magazine 546 4,043 94,960 23.5 66,480 4 Wheel & Off Road 322 3,306 39,945 12.1 23,975 AutoWeek 291 2,884 33,964 11.8 21,805 Car Craft 269 2,543 19,560 7.7 13,690 Four Wheeler 212 3,199 29,386 9.2 18,645 Super Chevy 153 2,950 18,315 6.2 12,820 Street Rodder 135 2,680 13,390 5.0 9,535 Babies Baby Talk 1,994 5,176 142,730 27.6 128,500 American Baby 1,986 6,788 145,200 21.4 105,700 Fit Pregnancy 499 2,080 54,587 26.2 43,681 Boating Boating 192 2,371 45,505 19.2 31,510 Salt Water Sportsman 162 1,703 32,125 18.9 28,910 Motor Boating 143 1,159 30,455 26.3 27,410 Yachting 124 1,281 33,655 26.3 30,295 Bridal Brides 339 6,277 80,040 12.8 64,354 Modern Bride 327 4,833 80,040 16.6 64,354 Bridal Guide 176 4,234 41,814 9.9 33,344 Business/finance Money 1,953 7,833 192,200 24.5 134,800 Forbes 939 5,532 131,685 23.8 89,529 Fortune 902 3,975 118,600 29.8 82,900 Business Week 882 4,699 129,030 27.5 87,515 Kiplinger's Personal Finance 828 2,407 78,165 32.5 53,774 Smart Money 820 3,552 86,420 24.3 63,947 Inc. 723 1,282 74,200 57.9 48,250

184 USA: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Business/finance cont. The Economist 712 2,667 38,870 14.6 32,660 Wired 680 3,000 72,657 24.2 48,691 Entrepreneur 613 2,887 83,480 28.9 62,625 Black Enterprise 514 4,317 46,200 10.7 34,650 Barron's 320 1,235 46,051 37.3 34,112 Consumer Reports - 18,773 - - - Computers PC World 589 3,688 83,890 22.7 68,495 Macworld 298 1,625 42,620 26.2 32,785 Maximum PC - 1,403 - - - Epicurean Bon Appétit 1,361 6,721 116,886 17.4 81,995 Cooking Club 511 4,570 - - - Everyday Food 959 4,667 - - - Food & Wine 1,000 7,212 82,000 11.4 58,600 Gourmet 969 5,753 101,867 17.7 64,526 Wine Spectator 369 2,453 47,518 19.4 35,627 Fishing/hunting Field & Stream 1,537 9,666 146,960 15.2 117,590 American Rifleman 1,418 3,942 60,915 15.5 40,615 Outdoor Life 950 5,578 73,700 13.2 59,180 American Hunter 933 3,919 49,040 12.5 32,685 North American Hunter 807 4,921 35,945 7.3 24,620 Ducks Unlimited 592 2,710 37,390 13.8 26,175 Game & Fish Magazine 570 3,446 38,185 11.1 27,275 Bassmaster 530 3,425 36,250 10.6 24,775 North American Fisherman 461 3,344 25,550 7.6 19,655 Guns & Ammo 441 6,911 37,445 5.4 22,870 Hunting 314 2,640 30,368 11.5 18,291 In-Fisherman 247 3,636 - - - Fraternal Reader's Digest 8,356 21,065 - - - National Geographic 4,699 31,895 204,495 6.4 173,820 American Legion 2,454 3,577 67,755 18.9 49,915 Guideposts 2,382 7,000 78,025 11.1 54,620 Smithsonian 2,060 6,879 144,804 21.1 98,829 VFW Magazine 1,490 2,587 35,590 13.8 28,115 Ebony 1,400 11,081 57,947 5.2 42,893 Star 1,194 10,097 144,580 14.3 130,130 Vanity Fair 1,096 6,766 138,695 20.5 92,569 New Yorker 1,004 4,253 115,603 27.2 90,591 National Enquirer 859 9,476 54,150 5.7 -

185 USA: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Fraternal cont. National Wildlife 683 5,020 29,190 5.8 22,230 Town & Country 463 3,822 92,132 24.1 71,604 Atlantic Monthly 440 1,338 58,235 43.5 39,031 Audubon 425 1,615 41,405 25.6 25,040 Yankee 364 2,308 18,440 8.0 16,560 Saturday Eve. Post 360 2,872 21,450 7.5 17,160 Catholic Digest 277 2,275 15,687 6.9 12,164 Health Prevention 3,404 10,747 122,500 11.4 122,500 Health 1,409 7,727 98,200 12.7 88,200 Arthritis Today 827 4,321 34,745 8.0 24,230 Diabetes Forecast 493 4,741 24,260 5.1 18,400 Muscle & Fitness 411 6,893 50,803 7.4 40,953 Psychology Today 288 3,500 23,063 6.6 15,818 Home service Better Homes and Gardens 7,658 39,320 454,600 11.6 375,800 Southern Living 2,904 15,908 170,000 10.7 129,100 Martha Stewart Living 1,954 11,620 154,600 13.3 108,150 Country Living 1,625 11,182 148,000 13.2 108,000 Sunset 1,236 4,980 98,970 19.9 71,310 Family Handyman 1,167 4,666 103,720 22.2 71,570 Midwest Living 986 3,987 125,100 31.4 87,800 Handy 982 2,654 65,630 24.7 44,955 Traditional Home 977 4,515 149,600 33.1 110,600 This Old House 976 5,804 85,250 14.7 59,850 House Beautiful 846 6,516 135,251 20.8 92,149 Architectural Digest 822 4,706 94,886 20.2 68,485 Coastal Living 690 3,647 55,800 15.3 40,880 Gardening How-To 662 4,429 39,340 8.9 26,950 Metropolitan Home 559 2,534 92,253 36.4 68,706 Elle Decor 507 1,940 81,270 41.9 60,858 Veranda 451 1,380 51,300 37.2 40,000 Country Sampler 315 2,258 7,012 3.1 - Workbench 298 1,862 28,429 15.3 19,897 Garden Design 254 4,226 31,515 7.5 22,911 American Woodworker 226 3,488 15,100 4.3 - Mother Earth News - 1,737 27,648 15.9 18,236 Men's Playboy 2,533 9,380 157,630 16.8 112,585 Maxim 2,443 13,281 241,756 18.2 217,578 Men's Health 1,819 12,167 169,115 13.9 - Popular Mechanics 1,169 9,065 138,347 15.3 97,498

186 USA: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Men's cont. GQ (Gentlemen's Quarterly) 894 6,211 136,275 21.9 90,781 Men's Journal 718 3,565 89,665 25.2 80,670 Esquire 698 3,147 119,554 38.0 80,442 Men's Fitness 682 7,786 78,995 10.1 63,440 Penthouse 294 2,861 31,300 10.9 27,800 Cigar Aficionado 247 1,821 32,085 17.6 27,255 Details - 1,254 57,567 45.9 38,366 Motorcycle Cycle World 310 3,081 47,375 15.4 31,595 Motorcyclist 230 2,973 32,810 11.0 21,445 Dirt Rider 128 1,809 16,300 9.0 13,040 Music Rolling Stone 1,492 12,380 165,775 13.4 149,200 Spin 455 2,023 55,220 27.3 44,220 News & entertainment weeklies People 3,720 43,213 241,975 5.6 165,375 Time 3,518 20,775 273,750 13.2 178,530 TV Guide 3,323 11,160 - - - Sports Illustrated 3,238 20,946 336,000 16.0 204,100 Newsweek 2,728 9,330 - - - Entertainment Weekly 1,854 11,381 155,795 13.7 124,635 US Weekly 1,852 11,667 176,590 15.1 158,930 US News & World Report 1,686 9,994 101,035 10.1 67,650 Jet Magazine 932 8,532 29,739 3.5 21,331 In Touch Weekly 814 7,135 100,496 14.1 82,220 New York Magazine 441 1,742 77,855 44.7 48,277 Life & Style 439 4,337 - - - Texas Monthly 318 2,401 37,572 15.6 24,006 Globe - 1,280 24,210 18.9 - Newspaper-distributed Parade 31,692 56,299 - - - Metro-Puck 27,791 66,591 - - - USA Weekend 27,572 28,890 - - - Other AARP The Magazine 24,025 34,857 518,000 14.9 467,500 Flying 198 1,286 23,025 17.9 18,420 Outdoor recreation Scouting 1,020 1,626 35,025 21.5 24,525 National Geographic Adventure 621 2,597 67,950 26.2 61,155 Sierra 605 1,166 38,745 33.2 26,425 Backpacker - 1,054 52,302 49.6 37,921

187 USA: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Parenthood Parents Magazine 2,208 15,355 162,900 10.6 127,200 FamilyFun 2,060 5,101 164,245 32.2 123,190 Scholastic Parent & Child 1,365 7,698 98,981 12.9 79,114 Parenting Early Years - 7,706 - - - Parenting School Years - 2,568 - - - Ser Padres - 1,903 74,840 39.3 56,180 Photography American Photo 164 1,621 48,093 29.7 30,147 Science/technology Popular Science 1,279 7,045 132,572 18.8 93,516 Discover 648 6,636 55,335 8.3 36,855 Scientific American 601 3,267 77,510 23.7 51,750 Natural History 247 1,607 15,840 9.9 11,880 Sports ESPN The Magazine 2,074 14,453 208,000 14.4 166,400 Golf Digest 1,582 5,802 137,724 23.7 110,170 Golf Magazine 1,389 5,846 167,000 28.6 116,900 Outside Magazine 682 2,111 98,043 46.4 94,622 The Sporting News 675 3,821 53,804 14.1 43,502 Runner's World 654 2,621 129,214 49.3 75,417 Tennis Magazine 583 1,536 59,351 38.6 39,560 PGA Tour Partners 508 1,588 32,435 20.4 22,220 Ski 441 1,508 43,218 28.7 - Bicycling 432 1,891 52,422 27.7 37,219 Skiing 367 1,377 32,413 23.5 - WWE Magazine 235 4,176 - - - Golfweek 162 1,287 - - - Golf World - 1,360 33,649 24.7 23,552 Travel Endless Vacation 1,951 2,003 80,000 39.9 65,600 Travel & Leisure 1,031 4,880 106,395 21.8 72,350 Condé Nast Traveler 805 3,301 100,757 30.5 67,924 National Geographic Traveler 703 7,526 64,300 8.5 48,225 Arthur Frommer’s Budget Travel 694 2,231 57,832 25.9 - Video games/PC Game Informer 3,543 7,754 144,886 18.7 130,987 Official Xbox Magazine 365 5,102 28,202 5.5 22,562 PC Gamer 158 3,058 14,407 4.7 11,526

188 USA: MAGAZINES

Magazines cont. Adult Full page Adult CPT Full page Circulation readership Colour Colour B/W Title (000s) (000s) US$ US$ US$ Women Good Housekeeping 4,630 22,360 - - - Woman's Day 3,894 21,312 252,390 11.8 210,805 Family Circle 3,835 20,496 247,200 12.1 208,000 Ladies’ Home Journal 3,831 13,009 246,600 19.0 233,500 Cosmopolitan 2,632 18,329 248,285 13.5 198,605 Glamour 2,279 12,371 175,743 14.2 124,683 O, The Oprah Magazine 2,236 15,954 150,730 9.4 120,605 Redbook 2,207 9,307 148,200 15.9 118,600 Real Simple 2,005 8,269 160,000 19.3 160,000 Seventeen 1,932 8,635 127,816 14.8 88,200 Cooking Light 1,881 11,700 109,400 9.4 87,660 Everyday with Rachel Ray 1,866 6,311 127,500 20.2 113,000 In Style 1,728 9,525 138,600 14.6 138,600 Shape 1,623 5,832 152,830 26.2 122,525 Fitness 1,552 5,939 138,200 23.3 108,440 Self 1,436 6,093 138,747 22.8 92,920 More 1,323 1,467 144,100 98.2 129,650 Weight Watchers Magazine 1,268 10,700 72,350 6.8 50,645 First For Women 1,251 3,776 - - - Woman's World 1,208 8,891 - - - Lucky 1,173 2,560 100,734 39.3 67,154 Essence 1,122 7,955 85,350 10.7 - Allure 1,091 6,378 99,733 15.6 66,999 Marie Claire 988 3,769 116,740 31.0 84,545 Working Mother 840 2,251 67,935 30.2 57,675 People en Español 553 6,175 64,500 10.4 64,500 Latina 535 2,928 45,677 15.6 30,228 Soap Opera Digest 513 5,158 21,870 4.2 17,950 W 468 1,585 81,282 51.3 64,590 Soap Opera Weekly 167 3,579 9,195 2.6 7,440 Women’s fashion Vogue 1,180 10,918 132,480 12.1 92,017 Elle 1,061 5,206 116,145 22.3 80,695 Teen Vogue 988 3,243 - - - Harper's Bazaar 684 2,784 120,646 43.3 89,257 Source: MRI Doublebase 2009, MRI Spring 2009 Pocketpiece

Average CPT (Colour): US$15.3

189 USA: MAGAZINES

Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser US$ (000s) Category US$ (000s) Procter & Gamble 912,721 Magazines 555,651 General Motors 430,712 Clothing stores 530,297 Johnson & Johnson 363,907 Direct response (not itemised) 481,113 Kraft Foods 356,546 Advertising, marketing & printing 389,947 L'Oréal 319,947 Investment (excluding retirement) 362,136 Unilever 208,316 Hotels & resorts, domestic 355,863 Time Warner 201,544 Cable/satellite TV 331,231 LVMH 190,011 Facial skin care 319,234 Glaxosmithkline 188,878 Watches 292,418 Pepsico 173,879 Light trucks, domestic: sales & lsg 289,465 Source: TNS-MI, excludes PSA's Source: TNS-MI, excludes PSA's

190 USA: RADIO

RADIO

Number of weekly radio listeners: 235,000,000 Source: RADAR 102, September 2009

Number of commercial radio stations: 14,425 Source: Arbitron Radio Today 2009 (HD and streaming stations not included)

Average daily listening minutes per adult: 130 Source:Arbitron Radio Today 2009

Costs/audiences Adults 18-49 Adults 18-49 Peak ave. audience total reach Station time (000s) (000s) National Premiere Emerald Plus Network 0500-1200 2,349 17,648 Premiere Emerald Network 0500-1200 2,213 17,430 Premiere Diamond Network 0500-1200 1,815 16,672 Premiere Pearl Network 0500-1200 1,329 16,629 Premiere Diamond Plus Network 0500-1200 1,655 15,344 Dial Global Contemporary Network 0500-1200 4,096 15,256 Dial Global Complete FM Network 0500-1200 4,120 14,701 Premiere Pearl Plus Network 0500-1200 1,159 14,672 Premiere Ruby Network 0500-1200 1,540 13,641 Citadel Media Prime Reach 0500-1200 844 12,265 Premiere Sapphire Network 0500-1200 1,791 11,964 Dial Global Digital 24/7 Network 0500-1200 990 10,666 Premiere Modern Women Network 0500-1200 2,491 10,429 Dial Global Female Perspective 0500-1200 2,580 10,098 Westwood One News Weekday Network 0500-1200 823 10,084 Dial Global Adult Power 0500-1200 2,862 9,771 Premiere Today's Men Network 0500-1200 2,326 9,683 United Stations Impact Network 0500-1200 2,361 9,649 Westwood FM Weekday Network 0500-1200 799 9,642 Citadel Media Prime Access 0500-1200 1,397 9,472 Citadel Media FM Connection 0500-1200 694 8,961 Premiere Mediabase Female Network 0500-1200 2,072 8,883 Premiere Sapphire Plus Network 0500-1200 1,511 8,834 Westwood WFM Day Network 0500-1200 1,513 8,584 Westwood WFM Weekday Network 0500-1200 704 8,582 Premiere Urban Network 0500-1200 906 8,536 Westwood FM Day Network 0500-1200 1,289 7,668 Dial Global Music & Entertainment 0500-1200 2,468 7,328 Citadel Media Urban Advantage 0500-1200 992 7,062

191 USA: RADIO

Costs/audiences cont. Adults 18-49 Adults 18-49 Peak ave. audience total reach Station time (000s) (000s) National cont. Westwood One News Day Network 0500-1200 1,414 6,802 American Urban Pinnacle Network 0500-1200 1,309 6,370 CMN Prestige 0500-1200 1,996 6,340 Westwood WFM Weekend Network 0500-1200 871 6,283 CMN Prestige II 0500-1200 1,819 6,006 Westwood FM Weekend Network 0500-1200 840 5,928 American Urban Renaissance Network 0500-1200 641 5,658 Premiere Male Focus Network 0500-1200 2,641 5,529 Premiere FOX News Network 0500-1200 611 5,355 Westwood WON I Network 0500-1200 1,930 5,303 Westwood One News Weekend Network 0500-1200 505 5,258 Citadel Media Advantage 0500-1200 503 4,698 Citadel Media Information 0500-1200 581 4,522 Westwood WON III Network 0500-1200 1,138 4,387 Citadel Media Hispanic Select 0500-1200 299 4,376 Citadel Media Hispanic Advantage 0500-1200 1,033 4,326 Premiere Female Focus Network 0500-1200 1,029 3,520 Citadel Media Female Connection 0500-1200 307 3,513 Citadel Media Music 0500-1200 276 3,143 Citadel Media Hot FM 0500-1200 731 3,044 Premiere Evening Youth Network 0500-1200 572 2,735 American Urban STRZ Wknd Ent Network 0500-1200 810 2,482 Citadel Media Young Adult 0500-1200 797 2,264 Premiere Morning Drive Network 0500-1200 1,184 2,223 Premiere Evening Adult Network 0500-1200 413 1,886 Westwood Traffic I Sponsorship 0500-1200 801 1,847 Citadel Media News/Talk 0500-1200 727 1,814 Westwood Traffic II Sponsorship 0500-1200 755 1,683 Westwood WON II Network 0500-1200 602 1,018 Source: RADAR 102, September 2009

192 USA: RADIO

Top ten radio Top ten radio product advertisers (2008) categories (2008) Radio expenditure Radio expenditure Advertiser US$ (000s) Category US$ (000s) Verizon Communications 106,487 Wireless telecom providers 180,625 Home Depot 79,157 Auto insurance 116,999 Berkshire Hathaway 78,902 Banking (consumer) 111,153 Wal-Mart Stores 76,118 Home centres & hardware stores 97,989 Political advertisements 62,796 Food stores/supermarket chains 91,309 General Motors 52,615 Discount department stores 89,385 AT&T 43,345 Quick serve restaurants 75,293 Safeway 41,621 Department stores 74,615 Walt Disney 40,937 TV networks/stations 73,215 News Corp. 37,815 Cable/satellite TV 66,092 Source: TNS-MI Strategy, excludes PSAs Source: TNS-MI Strategy, excludes PSAs

193 USA: OUTDOOR

OUTDOOR

Type and size of sites Number of Type/size of display sites Buses 340,777 Subway & rail 219,645 Posters 165,528 Bulletins 159,485 Airports 61,690 Taxis/wrapped vehicles 50,329 Bus shelters 43,995 Shopping malls 40,734 Junior posters 33,158 Truckside/mobile 8,879 Walls/spectaculars 1,697 Digital bulletins 1,500 Source: OAAA

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser US$ (000s) Category US$ (000s) Verizon Communications 85,697 Hotels & resorts, domestic 198,676 McDonald's 68,037 Hospitals/clinics 154,332 AT&T 63,383 Banking (consumer) 141,229 Time Warner 50,810 Wireless telecom providers 131,704 Sprint Nextel 46,683 Motion pictures 120,266 Walt Disney 45,185 Quick serve restaurants 117,089 Anheuser-Busch InBev 44,090 Real estate 104,231 General Electric 43,890 Long distance telecom providers 96,284 Sabmiller 40,725 Regular beer/ale 94,539 Coca-Cola 30,304 Amusements/events 79,840 Source: TNS-MI Strategy, excludes PSAs Source: TNS-MI Strategy, excludes PSAs

194 USA: CINEMA

CINEMA

Number of cinema screens: 38,834 Source: National Association of Theatre Owners

Average cost of a 60 sec. spot per screen per week: US$58.4 Source: Screenvision

Average CPT: US$63.0 Source: Screenvision

Number of screens used in typical national campaign: 14,645 Source: Screenvision

Trend in admissions Admissions Gross takings (mill) US$ (mill) 2003 1,521 9,165 2004 1,484 9,215 2005 1,376 8,832 2006 1,395 9,138 2007 1,400 9,629 2008 1,400 9,780 Source: National Association of Theatre Owners

Cinema audience profile Age % 18-24 13.6 25-34 19.6 35 - 49 29.5 50+ 37.2 Sex % Male 47.0 Female 53.0 Annual income (US$) % <24,999 13.7 25,000-49,999 20.1 50,000-74,999 19.7 75,000-99,999 15.4 100,000+ 31.1 Source: SMRB 2009

195 USA: CINEMA

Top ten films (2008) Gross takings Film US$ (mill) The Dark Knight 531.0 Iron Man 318.4 Indiana Jones and the Kingdom of the Crystal Skull 317.1 Hancock 227.9 WALL-E 223.8 Kung Fu Panda 215.4 Madagascar: Escape 2 Africa 177.0 Twilight 176.9 Quantum of Solace 166.8 Horton Hears a Who 154.5 Source: Internet Movie Database Top ten cinema Top cinema product categories (2008) owners (2008) Cinema revenue Category Owner US$ (mill) Military Regal Entertainment Group 2,771.9 Wireless AMC Entertainment Holdings 2,333.0 Auto Cinemark Holdings 1,742.3 Retail Carmike Cinemas 474.4 Consumer packaged goods Marcus Theatres 371.1 Finance National Cinemedia 369.5 Media Laemmle Theatres 70.0 Health & beauty Kerasotes Theatres - Electronics Harkins Theatres - Quick service restaurants Hollywood Theaters - Source: Screenvision Rave Motion Pictures - National Amusements - Source: Hoover's 2008 sales data

196 USA: INTERNET

INTERNET

Homes with internet connection: 87,200,000 (75.1%) Source: eMarketer, February 2009

Adult internet users: 152,482,000 (63.3%) Source: comScore Media Metrix, adults 18+ Oct-Dec 2008 (ave)

Adult internet users with home broadband: 106,526,000 Source: comScore Media Metrix, adults 18+ Oct-Dec 2008 (ave)

Typical monthly cost of internet access: US$35.0 Source: Time Warner RoadRunner

Average minutes spent online Per day Adults At home 92.5 At work 84.4 Total 89.3 Source: comScore Media Metrix, adults 18+ Oct-Dec 2008 (ave)

Top ten search keywords Internet user profile Keyword Age % facebook 2-17 20.0 lyrics 18-24 11.6 you 25-34 15.6 youtube 35-54 36.1 yahoo 55-64 10.8 myspace 65+ 5.8 games Sex % google Male 49.7 craigslist Female 50.3 news Annual income (US$) % Source: Google Insights 2009 <24,999 9.9 25,000-39,999 9.7 40,000-59,999 24.5 60,000-74,999 12.4 75,000-99,999 17.5 100,000+ 26.1 Source: comScore Media Metrix, ind. 2+ Oct-Dec 2008 (ave)

197 USA: INTERNET

Top ten internet sites (2008) Top ten search engines (2008) Unique visitors Searches per Site per month Search engine month (mill) Yahoo.com 141,287 Google Search 7,671 Google.com 140,106 Yahoo! Search 2,238 MSN.com 98,733 MSN-Windows Live Search 825 YouTube.com 81,070 Ask Network 620 AOL.com 78,066 AOL Search Network 424 MySpace.com 75,969 Microsoft.com Live Search 62 Live.com 70,503 Infospace Web Search 43 Wikipedia.org 60,329 Yahoo! Local 37 eBay.com 58,316 MSN-Windows Live Search Local Net. 26 Amazon.com 55,135 Naver.com Search 7 Source: comScore Media Metrix, Source: comScore qSearch, December 2008 ind. 2+ Oct-Dec 2008 (ave) Top ten internet Top ten internet product advertisers (2008) categories (2008) Internet expenditure Internet expenditure Advertiser US$ (000s) Category US$ (000s) Scottrade 597,352 Investment (excluding retirement) 1,528,196 Tree.com 522,021 Internet 819,457 TD Ameritrade 278,878 Loan/credit products (consumer) 768,439 Bank Of America 223,215 Finance 278,928 FMR 212,743 Colleges/universities 223,073 E-Trade Financial 207,089 Wireless telecom providers 218,443 General Motors 194,241 Banking (consumer) 181,192 Experian Group 151,129 Computer software (ex. games & edu.) 169,191 Verizon Communications 143,211 Miscellaneous services 159,083 Walt Disney 110,613 Credit cards 156,802 Source: TNS-MI Strategy, excludes PSAs Source: TNS-MI Strategy, excludes PSAs Top ten internet owners (2008) Internet revenue Owner US$ (mill) Yahoo! 2,297,832 MSN 580,831 MySpace 469,035 MSNBC 365,459 AOL 298,267 eBay 219,529 FOXNEWS 166,988 Comcast 164,246 CNN 148,232 IMDb 134,659 Source: Nielsen AdRelevance, excludes house and search ads

198 USA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Conventional television 80.0 94.0 98.0 Online video - - 21.9 Mobile television - - 1.5 Newspapers 52.0 70.0 82.0 Magazines 50.0 80.0 93.0 Radio 75.0 90.0 95.0 Outdoor - 96.0 100.0 Cinema - - 25.0 Internet 35.0 52.0 70.0 Source: Intermedia Dimensions 2009, MRI Spring 2009, Arbirton Outdoor Advertising 2009, Simmons Winter 2009 6 Month OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser US$ (mill) Category US$ (mill) Procter & Gamble 3,213.5 Wireless telecom providers 4,966.2 Verizon Communications 2,291.6 Motion pictures 3,847.5 General Motors 2,252.5 Quick serve restaurants 2,975.7 AT&T 1,848.3 Investment (excluding retirement) 2,739.8 Johnson & Johnson 1,373.1 Banking (consumer) 2,099.3 News Corp. 1,353.8 Direct response drugs & toiletries 1,910.6 Time Warner 1,278.2 Auto insurance 1,743.3 Walt Disney 1,207.4 Light trucks, domestic: sales & lsg 1,728.5 General Electric 1,112.7 Credit cards 1,667.9 Toyota 1,008.0 Cars, Asian: sales & leasing 1,667.4 Source: TNS-MI Strategy, excludes PSAs Source: TNS-MI Strategy, excludes PSAs

199 URUGUAY: ECONOMIC DATA

URUGUAY ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = 23.47 Peso at 2008 rate

Gross Domestic Product (Peso billion) at current prices 247.2 261.0 315.7 379.4 406.7 464.8 541.9 636.2 % change 1.7 5.6 21.0 20.2 7.2 14.3 16.6 17.4 at 2008 prices 476.7 441.7 447.5 492.7 504.4 541.8 584.2 636.2 % change -2.6 -7.3 1.3 10.1 2.4 7.4 7.8 8.9

Gross Domestic Product per capita (Peso) at current prices 74,461 78,368 94,798 114,263 122,134 139,580 162,236 189,923 at 2008 prices 143,573 132,647 134,392 148,394 151,482 162,695 174,923 189,923

Gross Domestic Product (US$ billion) at current prices 10.5 11.1 13.4 16.2 17.3 19.8 23.1 27.1 at 2008 prices 20.3 18.8 19.1 21.0 21.5 23.1 24.9 27.1

Gross Domestic Product per capita (US$) at current prices 3,172 3,339 4,039 4,868 5,204 5,947 6,912 8,092 at 2008 prices 6,117 5,652 5,726 6,322 6,454 6,932 7,453 8,092

Population Millions 3.3 3.3 3.3 3.3 3.3 3.3 3.3 3.4

Consumer Price Index 2008=100 51.9 59.1 70.5 77.0 80.6 85.8 92.7 100.0 % change 4.4 13.9 19.4 9.2 4.7 6.4 8.1 7.8

Ad.spend as a % of GDP 0.53 0.40 0.54 0.59 0.52 0.54 0.53 0.48

Advertising Expenditure Growth (%) at current prices -33.6 -50.1 22.2 29.4 11.4 20.4 16.9 19.3 at 2008 prices -30.0 -30.0 35.8 20.6 -9.3 11.3 5.4 -1.2 Source: IFS, ZenithOptimedia

200 URUGUAY: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Advertising expenditure in US$ (mill) at current prices News- Total papers Magazines TV Radio Cinema Outdoor Internet 1998 181.0 43.0 - 94.0 25.0 - 18.0 1.0 1999 171.0 40.0 - 88.0 25.0 - 16.0 2.0 2000 149.3 34.0 - 75.0 22.0 - 16.0 2.3 2001 99.1 13.9 0.4 54.0 13.6 - 16.0 1.2 2002 49.5 7.5 1.4 22.6 10.8 - 6.5 0.7 2003 60.5 14.7 1.4 24.1 11.3 - 7.5 1.5 2004 78.3 18.1 2.7 30.8 12.0 1.8 12.0 0.9 2005 87.2 20.0 5.4 37.8 11.2 0.9 10.1 1.8 2006 105.0 20.8 5.9 46.5 15.3 1.1 11.9 3.5 2007 122.7 21.9 7.2 60.4 15.1 2.4 13.3 2.4 2008 146.4 23.8 8.5 77.4 14.8 2.9 16.1 2.9 Source: Asociación Uruguaya de Agencias de Publicidad, Ibope Notes: 1. After discounts 2. Excludes classified 3. Excludes production costs 4. Includes agency commission 5. Newspapers included magazines until 2004 6. Internet includes banners, pop-ups and sponsorship

Main advertising restrictions Tobacco: Prohibited on TV. Alcohol: Allowed on TV after 8pm. Political: Regulated during political campaigns.

201 URUGUAY: POPULATION

POPULATION

Land area (km²) 175,015 Capital city Montevideo Language Spanish Currency Uruguayan Peso Source: CIA Factbook 2008

Population by age Male Female Total (000s) (000s) (000s) 0-15 416 401 817 16-24 270 262 532 25-34 237 238 475 35-44 216 225 441 45-54 183 195 378 55-64 142 161 303 65+ 181 272 453 Total 1,645 1,754 3,399 Source: INE

Adult status Total % AB 16 C1 16 C2 28 D 29 E 10 Total 100 Source: INE 2003

Definition of adult status Based on several factors including: individual characteristics (educational level, occupation); type of residence; ownership of luxury goods (cars and other).

202 URUGUAY: TELEVISION

TELEVISION Number of households: 1,061,762 Number of television households: 987,439 (93.0%) Television homes with: Colour 93.0% VCR 37.0% Cable (connection) - total 48.6% Source: INE Average minutes viewed per day per adult: 180

Average pay-TV subscription cost Average monthly subscription Peso Cable 700-1,000 DTH 1,000-1,300 Source: ZenithOptimedia

Main channels Technical Daily penetration hours of Channel (%) transmission Commercial Channel 4 61.9 16 Channel 5 100.0 24 Channel 10 61.9 16 Channel 12 61.9 16 Source: Ibope Uruguay

Cost/audience Peak rate Peak adult 30 sec peak Peak 30 sec audience adult CPT Channel time Peso (000s) Peso Channel 4 1900 52,576 72 726.3 Channel 5 1400 1,601 12 129.3 Channel 10 2000 45,860 102 450.0 Channel 12 2200 52,045 123 423.5 Source: Ibope Uruguay

Average CPT (all commercial channels): Peso 490.6

203 URUGUAY: TELEVISION Share of viewing Share of viewing (%) 2008 Channel Individuals Adults Commercial Channel 4 24.8 24.8 Channel 5 4.9 5.2 Channel 10 26.9 26.7 Channel 12 43.4 43.3 Source: Ibope Uruguay Top ten television programmes (2008) Adult Programme Channel TVR Show Match Esp. Channel 12 20.4 Juntos en Casa Channel 12 19.5 Martin Fierro Channel 12 17.8 Desfile de Llamadas Channel 12 17.0 Show Match Channel 12 15.4 Midachi en Cinta Channel 12 14.8 Les Luthiers 40 Anos Channel 12 14.4 Lalola Channel 12 14.1 La Lola FS Channel 12 13.8 Midachi 20 Anos Channel 12 13.2 Source: Ibope Uruguay Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser Peso (mill) Category Peso (mill) Unilever 1,172.2 Phone services 804.7 SC Johnson 658.8 Mobile phone services 693.4 Colgate Palmolive 575.2 Refreshments 639.6 Fabricas Nacionales de Cerveza 500.1 Press media 582.4 Comunicacion Interactiva 495.9 Cleaning services 581.9 El Pais 458.3 Health services 567.9 L'Oréal 446.2 Finance 542.6 Montevideo Refrescos 370.5 Electronic media 517.6 Telefonica 346.9 Supermarkets 493.7 Bayer 344.8 Hair, health & beauty 492.5 Source: Ibope Uruguay Source: Ibope Uruguay Top television owners (2008) TV revenue Owner Peso (mill) Teledoce Color (Channel 12) 6,897.4 Monte Carlo TV (Channel 4) 5,534.2 Saeta TV (Channel 10) 5,343.4 STN (Channel 5) 183.4 Source: Ibope Uruguay

204 URUGUAY: NEWSPAPERS

NEWSPAPERS

Newspapers N=National d=daily Adult Full page Adult CPT Full page w=weekly Circulation readership B/W B/W Colour Title (000s) (000s) Peso Peso Peso El País (d, N) 46 75 296,104 3,948 340,519 El Observador (d, N) 20 - 149,175 - 171,552 La República (d, N) 18 30 117,925 3,931 135,614 Búsqueda (w, N) 17 - 152,866 - 174,158 Brecha (w, N) 15 29 143,694 4,955 163,785 Últimas Noticias (d, N) 11 - 134,042 - 147,446 Source: Equipos Mori, Internal Research

Average CPT (B/W): Peso 4,162.1

Top ten newspaper Top ten newspaper advertisers (2008) product categories (2008) Newspaper expenditure Newspaper expenditure Advertiser Peso (000s) Category Peso (000s) Other advertisers 77,310 Electronic media 264,861 Teledoce Color (Channel 12) 68,497 Other customer services 155,541 Saeta TV (Channel 10) 44,556 Construction 103,502 Unidad Coronaria Movil 31,886 Social & cultural events 93,660 Banca de Quinielas 30,560 Conc. & second hand cars 86,495 Montecarlo 24,708 Mobile phone services 72,840 America Movil 22,342 Health services 71,687 Globalnet 22,235 Imported cars 69,521 Ascoma 21,242 Markets/expositions 61,400 Telefonica 19,727 Finance 49,565 Source: Ibope Uruguay Source: Ibope Uruguay

Top newspaper owners (2008) Newspaper revenue Owner Peso (000s) El País 828,002 El Libro de los Clasificados 429,925 El Observador 239,985 La República 208,305 Últimas Noticias 110,337 Búsqueda 83,055 Cronicas 47,156 Brecha 34,744 Source: Ibope Uruguay

205 URUGUAY: MAGAZINES MAGAZINES Magazines w=weekly m=monthly Adult Full page Adult CPT q=quarterly Circulation readership Colour Colour Title (000s) (000s) Peso Peso Sábado Show (w) 44 51 44,648 875 Paula (m) 43 53 93,302 1,760 Paula Casa (q) 43 53 62,402 1,177 Bla 25 - 65,000 - Conrad Style 24 - 55,000 - Galería de Búsqueda (w) 17 30 106,156 3,539 Caras Uruguay 11 49 50,000 1,020 Freeway 10 40 13,500 338 Caras y Caretas (w) 8 - 27,298 - Source: ZenithOptimedia Average CPT (colour): Peso 1,340.6 Top ten magazine Top ten magazine product advertisers (2008) categories (2008) Magazine expenditure Magazine expenditure Advertiser Peso (000s) Category Peso (000s) L'Oréal 50,826 Perfume 29,665 SC Johnson 15,225 Skin care 28,793 Unilever 12,575 Clothing/footwear 27,121 Victoria M Ortiz 8,254 Hotels 26,358 Los Dominguez 6,780 Restaurants 17,525 Club del Lago 6,323 Electronic media 14,522 Cala di Volpe 6,315 Wine/champagne 11,723 Jorge Martinez y Asoc. 6,240 Make-up 9,916 Maja 5,520 Hair, health & beauty 8,686 El País 5,365 Sport footwear 8,483 Source: Ibope Uruguay Source: Ibope Uruguay Top ten magazine owners (2008) Magazine revenue Owner Peso (000s) Galeria de Busqueda 186,454 Caras y Caretas 56,697 Paula 49,853 BLA 22,375 Sabado Show 20,650 Padres e Hijos 9,994 El Agropecuario 7,796 El Gourmet 5,859 Cine Mag 5,450 Freeway 4,623 Source: Ibope Uruguay

206 URUGUAY: RADIO

RADIO

Number of radio households: 987,400 (93.0%) Source: Equipos Mori

Number of commercial radio stations: 278 Source: URSEC

Costs/audiences Peak rate Peak adult 30 sec peak Peak (30 sec) audience adult CPT Station Type time Peso (000s) Peso National 100.3 Aire (FM) music 1300 420 42 10.0 101.9 Azul (FM) music/talk 1500 420 4 106.1 102.9 Total (FM) music 1100-1300 270 2 109.3 103.7 Latina (FM) music 1300 240 13 18.7 104.3 Radiocero (FM) music/talk 1200 450 20 22.2 104.9 Metropolis (FM) music/talk 1100-1300 450 10 43.3 105.9 Galaxia (FM) music 1000 450 24 18.6 106.7 La Ley (FM) music 1600-1800 300 7 43.3 88.3 De La Costa (FM) music/talk 1300 300 2 121.5 90.3 Oldies (FM) music 1300-1500 360 13 28.0 91.1 Radio Futura (FM) music/talk 1800 420 32 13.1 91.9 Disney (FM) music 1700 450 18 25.3 92.5 Urbana (FM) music 1600 450 5 82.7 93.1 Inolvidable (FM) music 1400 360 13 28.0 93.9 Oceano (FM) music/talk 1000-1200 600 31 19.2 95.5 Del Plata (FM) music 1000 240 10 24.3 96.3 Alfa (FM) music 14hs 360 6 56.0 97.9 M24 (FM) music/talk 1000 360 19 18.7 98.7 Diamante (FM) music/talk 0800-1000 300 2 121.5 99.5 Del Sol (FM) music/talk 1900 300 4 75.8 CX12 Oriental (AM) talk 1600-1800 360 6 60.6 CX14 El Espectador (AM) talk 0900 720 22 32.3 CX16 Carve (AM) talk 0700 480 7 69.3 CX18 Sport 890 (AM) sport 1200 480 12 40.4 CX20 Montecarlo (AM) talk 1000 780 81 9.7 CX22 Universal (AM) talk 1800 480 17 28.5 CX30 Nacional (AM) talk 0700 480 7 69.3 CX44 AM Libre (AM) talk 0800 480 9 51.1 CX8 Sarandi (AM) talk 0900 540 22 24.8 Source: Buró de Radios

Average CPT (all commercial stations): Peso 26.6

207 URUGUAY: OUTDOOR

OUTDOOR

Type, size and cost of sites Cost per panel Type/size of display per month Peso Espectaculares (12x14, 10x12, 13, 18) front light 122,500 Gigantografías 137,144 Móvil 2,160 Transiluminados 51,372 Source: ZenithOptimedia

Top ten outdoor Top ten outdoor product advertisers (2008) categories (2008) Outdoor expenditure Outdoor expenditure Advertiser Peso (000s) Category Peso (000s) Intendenc Municipal Montevideo 48,395 Mobile phone services 73,084 Unilever 41,850 Public campaigns 56,983 America Movil 27,993 Finance 41,561 L'Oréal 24,576 Refreshments 32,263 Telefonica 23,807 Health services 22,476 Ancel 21,920 Hair, health & beauty 22,406 Montevideo Refrescos 17,633 Clothing/footwear 16,609 Fabricas Nacionales de Cerveza 15,459 Perfume 15,370 McDonald's 15,083 Fast food 15,302 HSBC 15,039 Suppliers 14,190 Source: Ibope Uruguay Source: Ibope Uruguay

Top ten outdoor contractors (2008) Outdoor revenue Contractor Peso (000s) Heres 187,458 JCDecaux 153,379 CBS 123,026 Publicartel 78,381 Publibus 61,213 Movimagen 18,830 Netcom 14,362 Desconocida 12,637 Protto 8,491 Viacartel 5,996 Pirolux 4,341 Source: Ibope Uruguay

208 URUGUAY: CINEMA

CINEMA

Number of cinema screens: 99 Source: Film Suez

Number of screens used in typical campaign*: 10 Source: ZenithOptimedia * Montevideo only

Trend in admissions Admissions (mill) 2004 2.6 2005 2.2 2006 2.1 2007 2.2 2008 2.2 Source: Film Suez

Top cinema owners (2008) Cinema revenue Owner % of total Movie center - Film Suez 66.6 Hoyts - Cinevisión 16.4 Grupo Cine 17.1 Source: Film Suez

209 URUGUAY: INTERNET

INTERNET

Homes with internet connection: 562,734 (53.0%)

Adult* internet users: 42% * adults 30+

Typical monthly cost of internet access: Peso 890

Average minutes spent online per day (adults with internet access): 60

Top ten internet sites (2008) Site El País Digital Montevideo.com Observa.com Uruguay Total La República Mercado Libre Adinet States sites Education sites (Anep - Codicen) Goverment sites Source: Radar 2008

210 URUGUAY: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Daily Weekly Monthly Television 98.9 98.9 98.9 Newspapers 4.0 25.0 - Magazines - - - Radio - 95.1 - Outdoor - - - Cinema - - 8.0 Source: Equipos Mori OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser Peso (mill) Category Peso (mill) Unilever 1,228.4 Mobile phone services 846.7 SC Johnson 660.6 Phone services 810.4 Colgate Palmolive 575.2 Electronic media 807.6 L'Oréal 533.3 Refreshments 676.4 Fabricas Nacionales de Cerveza 525.0 Health services 669.0 Comunicacion Interactiva 495.9 Press media 598.1 El Pais 464.4 Cleaning products 583.7 Telefonica 394.6 Finance 557.2 Montevideo Refrescos 389.6 Hair, health & beauty 526.9 Bayer 356.4 Supermarkets 513.6 Source: Ibope Uruguay Source: Ibope Uruguay Top ten media owners (2008) Media revenue Owner Peso (mill) Teledoce Color (Channel 12) 6,897.4 Monte Carlo TV (Channel 4) 5,534.2 Saeta TV (Channel 10) 5,343.4 El País 828.0 El Libro de los Clasificados 429.9 El Observador 240.0 La República 208.3 Heres 187.5 Galeria de Busqueda 186.5 STN (Channel 5) 183.4 Source: Ibope Uruguay

211 VENEZUELA: ECONOMIC DATA

VENEZUELA ECONOMIC DATA

Main economic indicators 2001-2008 2001 2002 2003 2004 2005 2006 2007 2008 1 US$ = VEF 0.7 1.2 1.6 1.9 2.1 2.1 2.1 2.1

Gross Domestic Product (Bolivar Fuerte billion) at current prices 88.9 107.8 134.2 212.7 304.1 396.1 489.7 670.4 % change 11.7 21.2 24.5 58.5 43.0 30.3 23.6 36.9 at 2008 prices 355.3 351.9 333.9 434.7 535.9 614.2 639.7 670.4 % change -0.7 -0.9 -5.1 30.2 23.3 14.6 4.2 4.8

Gross Domestic Product per capita (Bolivar Fuerte 000s) at current prices 3.6 4.3 5.2 8.1 11.4 14.6 17.7 23.8 at 2008 prices 14.3 13.9 12.9 16.6 20.0 22.6 23.1 23.8

Gross Domestic Product (US$ billion) at current prices 122.9 93.0 83.6 112.6 145.7 184.7 228.3 312.6

Gross Domestic Product per capita (US$ 000s) at current prices 4.9 3.7 3.2 4.3 5.5 6.8 8.3 11.1

Population Millions 24.9 25.3 25.8 26.3 26.7 27.2 27.7 28.1

Consumer Price Index 2008=100 25.0 30.6 40.2 48.9 56.7 64.5 76.5 100.0 % change 12.5 22.4 31.2 21.7 16.0 13.6 18.7 30.6

Ad.spend as a % of GDP 0.69 0.74 0.71 0.57 0.47 0.47 0.40 0.36

Advertising Expenditure Growth (%) at current prices 7.8 30.6 19.2 27.1 17.1 32.2 4.7 21.5 at 2008 prices -4.2 6.7 -9.2 4.4 0.9 16.4 -11.8 -7.0 Source: IFS, ZenithOptimedia

212 VENEZUELA: ADVERTISING EXPENDITURE

ADVERTISING EXPENDITURE

Ad expenditure in Bolivar Fuerte (million) at current prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 374.1 64.4 3.7 270.3 10.9 13.1 11.7 - 1999 459.4 67.7 4.3 342.9 8.7 15.7 20.2 - 2000 568.2 82.3 5.8 417.4 15.6 20.4 26.7 - 2001 612.6 102.9 7.8 415.5 29.9 24.5 32.1 - 2002 800.3 99.0 9.3 599.8 25.2 29.4 37.7 - 2003 953.6 88.3 7.6 775.9 20.4 22.3 39.3 - 2004 1,212.2 182.5 11.2 845.9 57.5 43.7 71.3 - 2005 1,419.0 211.6 13.0 950.0 91.1 57.3 96.0 - 2006 1,876.4 313.9 16.7 1,272.4 87.0 68.7 117.6 - 2007 1,964.0 424.9 24.6 1,217.0 77.2 75.6 144.0 0.7 2008 2,386.5 653.5 34.2 1,230.3 134.3 116.3 216.6 1.3

Ad expenditure in Bolivar Fuerte (million) at constant 2008 prices News- Magaz- Total papers ines TV Radio Cinema Outdoor Internet 1998 2,413.7 415.5 24.1 1,744.2 70.3 84.4 75.2 - 1999 2,399.1 353.5 22.3 1,790.6 45.4 82.0 105.3 - 2000 2,553.3 369.7 26.0 1,875.7 70.2 91.7 120.0 - 2001 2,447.2 410.9 31.3 1,659.6 119.4 97.9 128.2 - 2002 2,611.7 322.9 30.2 1,957.4 82.1 95.9 123.1 - 2003 2,372.7 219.6 18.9 1,930.4 50.6 55.5 97.7 - 2004 2,477.4 373.1 22.9 1,728.7 117.5 89.4 145.8 - 2005 2,500.7 372.9 22.9 1,674.2 160.5 100.9 169.2 - 2006 2,909.7 486.8 25.9 1,973.1 135.0 106.6 182.4 - 2007 2,565.8 555.1 32.1 1,589.9 100.9 98.8 188.1 0.9 2008 2,386.5 653.5 34.2 1,230.3 134.3 116.3 216.6 1.3 Source: IVP Notes: 1. After discounts (estimated by ZenithOptimedia before 2005) 2. Excludes classified advertising 3. Excludes production costs 4. Includes agency commission (20%) 5. Radio, cinema and outdoor for Caracas only

Main advertising restrictions Tobacco: Banned. Alcohol: Banned on terrestrial TV, radio and outdoor. Pharmaceutical: OTC allowed in all media when accompanied by educational message. Prescription drugs can only target health professionals. Children's: Children must not be shown using products in any way.

213 VENEZUELA: POPULATION

POPULATION

Land area (km²) 882,050 Capital city Caracas Languages Spanish (Castilian) Currency Bolivar Fuerte (VEF)

Population by age Male Female Total (000s) (000s) (000s) 0-14 4,312 4,128 8,439 15-24 2,710 2,627 5,338 25-34 2,280 2,266 4,546 35-44 1,820 1,835 3,656 45-54 1,436 1,462 2,898 55-64 949 983 1,932 65+ 728 846 1,574 Total 14,235 14,148 28,383 Source: INE Censo 2001

Population status Male Female Total (000s) (000s) (000s) ABC+ 611 529 1,140 C 2,263 2,009 4,272 D 7,958 8,471 16,429 E 3,403 3,139 6,542 Total 14,235 14,148 28,383 Source: TGI Wave II 2008 + Wave I 2009

214 VENEZUELA: TELEVISION TELEVISION Number of households: 5,243,288 Source: INE Censo 2001 Number of television households: 4,661,215 (88.9%) Source: INE Censo 2001 Television homes with: VCR 4.2% DVD 62.4% Cable (connection) - total 49.5% Satellite dish (DTH) - total 8.9% Source: TGI Wave II 2008 + Wave I 2009 Terrestrial TV average minutes viewed per day per adult: 99 Cable TV average minutes viewed per day per adult: 140 Average pay-TV subscription cost Average monthly subscription VEF Cable (analogue) 200 Cable (digital) 200 DTH (analogue) 400 DTH (digital) 400 Source: Operators Share of viewing & ad revenue Share of viewing (%) Ad revenue 2008 2008 Channel Individuals Adults VEF (mill) Commercial Venevision 36.6 34.9 5,417.3 Televen 14.4 14.4 2,177.1 VTV 4.9 5.8 3.7 Globovision 4.4 5.1 707.2 RCTV Internacional 3.6 4.1 - Meridiano 2.7 3.0 515.3 Tves 2.4 2.4 735.2 TNT 1.1 1.2 - Discovery Kids 1.1 0.9 - VCR 1.0 0.9 - Disney Channel 1.2 0.8 - Cartoon Network 1.2 0.8 - Fox 0.7 0.7 - TVZ 0.7 0.7 - Source: ZenithOptimedia

215 VENEZUELA: TELEVISION

Top ten television programmes (2008) Adult Programme Channel TVR Miss Venezuela 2008 Venevision 17.0 Arroz con Leche (soap opera) Venevision 12.8 Van Helsing Venevision 12.7 Torrente un Torbellino de Pasiones (soap opera) Venevision 12.3 White Chicks Venevision 11.9 Miss Universe 2008 Venevision 11.7 Today You Die Venevision 11.1 King Kong Venevision 11.1 Vieja Yo (soap opera) Venevision 11.0 Plan de Vuelo Venevision 11.0 Source: ZenithOptimedia Top ten television Top ten television product advertisers (2008) categories (2008) TV expenditure TV expenditure Advertiser VEF (mill) Category VEF (mill) VTV 1,300.4 Mobile phones 364.7 Tves 530.8 Government 352.7 Procter & Gamble 436.9 Carbonated soft drinks 299.5 Cedesa/Empresas Polar 369.4 Commercial banks 242.6 Gobierno Bolivariano 368.4 Malt soft drinks 206.5 Televen 355.5 Toys 151.0 Colgate Palmolive 285.2 Public institutions 142.2 Telefonica 201.9 Political parties 136.6 Coca-Cola 193.5 Shoes 134.1 Nestlé 163.4 Powder detergents 131.2 Source: AGB Arianna Open TV Source: ZenithOptimedia

216 VENEZUELA: NEWSPAPERS

NEWSPAPERS

Newspapers Adult Full page Adult CPT Circulation readership B/W B/W Title (000s) (000s) VEF VEF Últimas Noticias 260 1,653 19,528 11.8 Meridiano 182 438 16,502 37.7 Panorama 160 1,083 36,000 33.2 El Nacional 120 680 42,000 61.8 El Universal 110 706 40,000 56.7 Quinto Día 105 - 18,000 - Región de Oriente 56 - 10,000 - Correo del Caroni 55 - 39,000 - El Mundo 50 63 12,276 195.8 La Nueva Prensa de Guayana 50 - 38,000 - Diario La Verdad 50 354 29,950 84.6 Tal Cual 40 41 15,000 368.6 Frontera 40 - 9,500 - EL Diario de Guayana 35 - 24,000 - Lider 35 117 13,500 115.4 La Prensa De Monagas 35 - 12,500 - El Periódico de Monagas 30 - 6,000 - El Sol de Maturín 20 - 8,217 - El Sol de Margarita 20 848 3,700 4.4 El Oriental 18 732 5,000 6.8 Caribazo 12 - 5,000 - Siglo XXI 10 - 4,500 - Diario del Caribe 8 - 6,500 - El Extra 7 - 3,000 - Primera Hora 1 44 16,200 369.0 El Carabobeño - 430 18,000 41.9 El Tiempo - 416 20,000 48.1 La Verdad - 354 29,250 82.6 El Informador - 254 20,700 81.5 El Impulso - 251 20,000 79.7 El Aragueño - 145 10,000 69.0 Diario Vea - 142 14,000 98.6 El Norte - 89 8,000 90.0 El Nuevo País - 77 10,000 129.9 El Mundo - 63 30,000 478.5 2,001 - 60 30,000 498.3 Tal Cual - 41 15,000 368.6 Source: Newspapers

Average CPT (B/W): VEF 52.3

217 VENEZUELA: NEWSPAPERS

Top ten newspaper product Top ten magazine product categories (2008) categories (2008) Newspaper expenditure Magazine expenditure Category VEF (mill) Category VEF (mill) Media 255.6 Hygiene & beauty 39.0 Official organisations 247.6 Pharmaceuticals 30.3 Finance 220.2 Food 16.3 Telecoms 182.7 Material 15.0 Entertainment/shows 138.5 Homeware 13.8 Auto 66.8 Beverages 11.7 Culture & education 45.7 Lotteries 10.5 Beverages 45.6 Media 10.2 Office products 45.0 Clothing 8.4 Homeware 40.7 Finance 7.1 Source: IVP Source: IVP

218 VENEZUELA: RADIO

RADIO

Number of radio households: 4,405,802 (84.0%) Source: INE Censo 2001

Number of commercial radio stations: 422 Source: ZenithOptimedia

Top ten radio product categories (2008) Radio expenditure Category VEF (mill) Telecoms 10.5 Finance 9.7 Clothing 5.7 Pharmaceuticals 5.5 Official organisations 4.3 Entertainment/shows 3.7 Food 3.0 Material 2.9 Media 2.5 Hygiene & beauty 2.3 Source: IVP

219 VENEZUELA: CINEMA

CINEMA

Number of cinema screens: 400 Source: Gerente

Average cost of a 60 sec. spot per screen per week: VEF 5,000 Source: Cinex, Cines Unidos

Number of screens used in typical national campaign: 15 Source: ZenithOptimedia

Trend in admissions Admissions (mill) 2002 14.5 2003 16.1 2004 18.8 2005 19.7 2006 20.6 Source: Gerente

Cinema audience profile Age % 12-24 42.1 25-34 22.9 35-54 28.3 55-64 6.8 Sex % Male 48.4 Female 51.6 Class % ABC+ 3.9 C 16.2 D 22.6 E 57.3 Source: TGI Ola Wave II 2008 + Wave I 2009

220 VENEZUELA: INTERNET

INTERNET

Homes with internet connection: 1,689,380 (32.2%) Source: Conatel

Homes with broadband internet conection: 1,535,859 (29.3%) Source: Conatel

Adult internet users: 7,552,570 (37.9%)

Typical monthly cost of internet access: VEF 200

Average minutes spent online Per day Adults At home 17 At work 19 Source: TGI

Internet user profile Top internet sites (2008) Age % Site 12-24 44.8 Facebook 25-34 19.9 Windows live 35-54 28.9 Youtube 55-64 6.5 MSN Sex % Blogger Male 52.1 Wikipedia Female 47.9 Mercado Libre Class % Conduit ABC+ 5.8 Noticias 24 C 17.8 Source: Alexa Nov. 2009 D 21.9 E 54.5 Source: TGI Ola Wave II 2008 Wave I 2009 Top search engines (2008) Search engine www.google.com.ve www.google.com www.yahoo.com www.google.com.es www.cantv.net Source: Alexa Nov. 2009

221 VENEZUELA: MEDIA REACH/OVERALL

MEDIA REACH % reach by medium (adults) Monthly Conventional television 97.9 Newspapers 78.4 Magazines 12.5 Radio 52.4 Outdoor 95.5 Cinema 20.6 Internet 28.1 Source: TGI OVERALL Top ten overall Top ten overall product advertisers (2008) categories (2008) Media expenditure Media expenditure Advertiser VEF (mill) Category VEF (mill) Gobierno Bolivariano 472.6 Hygiene & beauty 480.7 Empresas Polar 342.2 Beverages 431.0 Procter & Gamble 305.0 Food 305.6 Movistar/Telefonica 287.0 Pharmaceuticals 279.9 Coca-Cola 240.5 Finance 265.3 Palacio del Blumer 236.0 Telecoms 242.1 Colgate Palmolive 220.6 Official organisations 209.7 Cantv/Filiales 173.8 Clothing 204.1 Nestlé 121.8 Media 195.3 Digitel 115.8 Cleaning products 147.4 Source: IVP Source: IVP

222 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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