April 15 , COVID-19 2020 UPDATE 1 CONSUMER MEDIA 2 TV DIGITAL SEARCH SOCIAL BUZZ 3 CONTENT 4 BISINESS Chronology and current status in Russia April, 15 24 490 1 986 84 sick recovered regions Russian Railways will Moscow will gradually introduce a suspend free long- Non-working digital pass system to enforce distance rail travel for mode prolonged lockdown rules starting Apr,15 World War II veterans till Apr, 30 across 30 mar all Russia 10 apr 13 apr Strict quarantine 2 apr 13 apr Cathedrals to close mode for all their Holy Week and people in Msk Fines on In Moscow all construction and Easter services to and Moscow Muscovites who maintenance work is suspended, as the public (some region violate the city's are car-sharing services regions) (26 regions in self-isolation orders total) covid-19 | Apr 8, 2020 – Apr 15, 2020 1CONSUMER Peak of demand growth for FMCG goods is over Offline FMCG retaill: Consumers switch back to convenience ЗдоровьеSlowdown и личное of weekly sales growth formants in everyday shopping благосостояние – главныеdynamics причины Dynamics of sales by channels of modern retail, % беспокойстваfrom 25% россиян till 15% сейчас Online FMCG retail: Slowdown is less from152% till 136% Nielsen retail audit: 30Mar-5Apr, volume sales, vs the same Discounters Hypermarkets Minimarkets Supermarkets period in 2019 covid-19 | Apr 8, 2020 – Apr 15, 2020 Changed priorities in everyday purchases House cleaning and hygiene Decreased demand for Lower chances for impulse grow in priority personal care categories purchases +98% floor cleaners - 41% hair stylings - 45% chewing gum +51% wet wipes - 29% deodorants - 21% chocolate bars +50% soap - 14% aftershave - 24% chocolate candies +42% universal cleaners - 9% hair conditioners Source: Nielsen retail audit of the biggest retail chains.Volume sales dynamics, 30 Mar-5Apr vs the same period of 2019 covid-19 | Apr 8, 2020 – Apr 15, 2020 2 MEDIA COVID-19 IMPACT ON TV TV-viewing went through an explosive growth stage and stabilized at +20-30% relative to the pre- TV-viewing has quarantine level stabilized AUDIENCE TV-viewing of most age groups and most used target audiences stabilized 10-15% below the peak values of last week. There is no difference in TV-viewing between workdays and weekends CONTENT TV-viewing of news programs stagnates after the peak of March 28-29. Other categories show dynamics similar to the overall dynamics of TV- viewing. covid-19 | Apr 8, 2020 – Apr 15, 2020 Average time of TV watching Moscow Russia TV-viewing in Moscow and 4 +19% 5 +22% Russia decreased +46% 4,5 +39% +8% compared to the peak week 3,5 +8% +30% 4 +22% of March 30 - April 5 3 3,5 2,5 Significant difference 1-15.03 3 between TV-viewing on 2 30.03-05.04 2,5 6-12.04 weekdays and weekends 1,5 2 has disappeared 1,5 1 1 0,5 0,5 0 0 Weekdays Weekend Weekdays Weekend Source: Mediascope, Moscow 1.03-12.04; Russia 0+ Home+Dacha 1.03-12.04, average time of TV watching, All 20-55 covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 30.03-05.04 vs 1-15.03 / 6-12.04 vs 1-15.03 Weekdays 8 +12% 7 6 +23% 5 +36% 4 TV-viewing of most age +27% 3 +32% +14% groups peaked in the 2 +34% +8% week of March 30 - April 1 5 and now shows a slight 0 4-15 16-19 20-24 25-29 30-39 40-49 50-59 60+ decrease. 1-15.03 30.03-05.04 6-12.04 However, the level of TV Weekend viewing on weekdays 8 +14% 7 and weekends is 6 +12% significantly higher than 5 +13% the pre-quarantine level 4 +5% 3 +6% +14% 2 +17% -9% 1 0 4-15 16-19 20-24 25-29 30-39 40-49 50-59 60+ Source: Mediascope, Moscow 6-12.04, average time of TV watching Dynamics: 6-12.04 vs 1-15.03 covid-19 | Apr 8, 2020 – Apr 15, 2020 Weekdays 7 +27% +21% 6 5 4 +49% +54% +34% +41% +35% +28% +40% +24% +29% 3 +29% 2 1 0 All 25-55 BC W 25-45 BC M 30-55 BC All 18-40 BC W 40+ W 25-55 BC with kids TV-viewing of the main age groups has stabilized at a 1.03-15.03 30.03-05.04 6-12.04 level of 10-15% below the peak week of March 30 - Weekend April 5 7 +14% +12% 6 5 +19% 4 +10% +23% +21% +16% +10% +16% +5% 3 +17%+7% 2 1 0 All 25-55 BC W 25-45 BC M 30-55 BC All 18-40 BC W 40+ W 25-55 BC with kids Source: Mediascope, Moscow 1.03-05.04.2020, average time of TV watching covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 30.03-05.04 vs 1-15.03 / 23-29.03 vs 1-15.03 Age groups 10 +16% +9% 8 +21% +14% +29% 6 +17% +29% 4 +36% +22% +12% +23% +43% +28% +10% +17% Similar dynamics in 2 +30% Russia 0 4-15 16-19 20-24 25-29 30-39 40-49 50-59 60+ The decrease relative to the week of March 30 - 1.03-15.03 30.03-05.04 6-12.04 April 5, but still Most used target audiences significantly higher than 8 +22% the level of pre- 7 +15% quarantine TV-viewing 6 5 +28% +28% +24% +32% +14% +15% +32% +12% 4 +17% +30% +15% 3 +15% 2 1 0 All 20-55 All 25-55 BC W 25-45 BC M 30-55 BC All 18-40 BC W 40+ W 25-55 BC with kids Source: Mediascope, Russia 0+ Home+Dacha 1.03-12.04.2020, average time of TV watching covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 30.03-05.04 vs 1-15.03 / 6-12.04 vs 1-15.03 Average time-slots rating 0,8 0,8 0,7 0,7 0,6 0,6 TV-viewing growth is maintained offprime 0,5 0,5 weekday interval 0,4 0,4 The growth of the 0,3 0,3 average rating in the interval 9:00-18:00: 0,2 3 quarantine week 0,2 4 quarantine week (30.03-05.04) vs 1- (6-12.04) vs 1-15.03 at 3 week: +51% 15.03 0,1 0,1 at 4 week: +40% 0 0 7:00 5:00 9:00 5:00 7:00 9:00 11:00 15:00 13:00 17:00 19:00 21:00 23:00 25:00 27:00 11:00 19:00 25:00 13:00 15:00 17:00 21:00 23:00 27:00 1.03-15.03 30.03-05.04 1-15.03 6-12.04 Source: Mediascope, Moscow 1.03-12.04.2020, average rating by breaks covid-19 | Apr 8, 2020 – Apr 15, 2020 Day type: weekday, All 4+ Workdays 0,70 +50% 1.03-15.03 30.03-05.04 6-12.04 0,60 0,50 +27% 0,40 +38% 0,30 +49% +47% +7% +20% -1% 0,20 +19% +90% -9% +30% +106% 0,10 +52% +36% - High growth rates of Satellite TV-viewing remain: Weekend 0,70 +50% on weekdays +17% 1.03-15.03 30.03-05.04 6-12.04 0,60 +17% on weekend 0,50 0,40 +15% +35% +15% +2% 0,30 -17% 0% -25% +6% 0,20 +85% +171% -45% +76% -19% +32% 0,10 - Source: Mediascope, Moscow 1.03-12.04.2020, average time of TV watching, All 20-55 top-15 of channels by average tv-viewing time covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 6-12.04 vs 1-15.03 Weekdays 0,8 +21% 1.03-15.03 30.03-05.04 6-12.04 0,7 0,6 0,5 +3% 0,4 +40% +29% +49% +8% 0,3 +6% +17% +4% 0,2 +26% +63% +27% +23% +51% +89% 0,1 0 Similar dynamics in Russia Satellite TV-growth: Weekend 0,9 +24% +21% on weekdays 0,8 1.03-15.03 30.03-05.04 6-12.04 0,7 +24% on weekend 0,6 0,5 +24% -3% +5% +4% 0% 0,4 +3% +23% -1% 0,3 -18% 0,2 +8% -2% +77% +2% +41% 0,1 - Source: Mediascope, Russia 0+ 1.03-12.04.2020, average time of TV watching, All 20-55 top-15 of channels by TV-viewing time covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 30.03-05.04 vs 1-15.03 day type: weekdays / 6-12.04 vs 1-15.03 day type: weekend, holidays 0,6 1,0 All 20-55 Average rating All 20-55 Average rating 0,9 0,5 0,8 0,7 0,4 News programs went 0,6 through the peak on 0,3 0,5 0,4 March 28-29 0,2 0,3 0,2 0,1 Other content 0,1 corresponds to a change 0,0 0,0 in the overall TV-viewing 05.03.2020 11.03.2020 17.03.2020 23.03.2020 29.03.2020 04.04.2020 10.04.2020 01.03.2020 03.03.2020 07.03.2020 09.03.2020 13.03.2020 15.03.2020 19.03.2020 21.03.2020 25.03.2020 27.03.2020 31.03.2020 02.04.2020 06.04.2020 08.04.2020 12.04.2020 01.03.2020 27.03.2020 31.03.2020 04.04.2020 03.03.2020 05.03.2020 07.03.2020 09.03.2020 11.03.2020 13.03.2020 15.03.2020 17.03.2020 19.03.2020 21.03.2020 23.03.2020 25.03.2020 29.03.2020 02.04.2020 06.04.2020 08.04.2020 10.04.2020 12.04.2020 NEWS EDUCATIONAL ENTERTAINMENT SOCIO-POLITICAL +88% on weekdays +24% on weekdays +4% on weekdays +47% on weekdays +61% on weekend +4% on weekend +16% on weekend +36% on weekend Source: Mediascope, Moscow 1.03-12.04.2020, average rating by break, All 20-55 covid-19 | Apr 8, 2020 – Apr 15, 2020 Dynamics: 30.03-12.04 vs 1-15.03 0,5 All 20-55 Average rating 0,4 0,4 Sports remains the 0,3 most falling category 0,3 of content: 0,2 0,2 -64% on weekdays 0,1 -62% on weekend 0,1 0,0 01.03.2020 02.03.2020 15.03.2020 16.03.2020 17.03.2020 30.03.2020 31.03.2020 01.04.2020 03.03.2020 04.03.2020 05.03.2020 06.03.2020 07.03.2020 08.03.2020 09.03.2020 10.03.2020 11.03.2020 12.03.2020 13.03.2020 14.03.2020 18.03.2020 19.03.2020 20.03.2020 21.03.2020 22.03.2020 23.03.2020 24.03.2020 25.03.2020 26.03.2020 27.03.2020 28.03.2020 29.03.2020 02.04.2020 03.04.2020 04.04.2020 05.04.2020 06.04.2020 07.04.2020 08.04.2020 09.04.2020 10.04.2020 11.04.2020 12.04.2020 Weekdays rating fall – 64% Weekend rating fall – 62% Source: Mediascope, Moscow 1.03-12.04.2020, average rating by break, All 20-55 Dynamics: 6-12.04 vs 1-15.03 covid-19 | Apr 8, 2020 – Apr 15, 2020 COVID-19 ONLINE Avg Avg Vs Feb'2020 Apr'2020 Feb'2020 59 300 1 769 132 2883% 66 315 293 073 342% TOP-10 SITES WITH THE 35 612 128 607 261% BIGGEST 14 245 42 427 198% 2 943 141 7 467 189 154% GROWTH 81 695 180 331 121% IN APRIL 2 665 671 5 736 474 115% 1 033 279 2 219 712 115% 51 293 107 794 110% covid-19 | Apr 8, 2020 - Apr 15, 2020 743 075 1 542 225 108% Source: ADV estimation based on SimilarWeb data, Av.