Nielsen global-adview-pulse-q2-2011-lite

Quarter 2 2011

Quarter 2 2011

© The Nielsen Company, 2011p y,This report, in full or in part, cannot be reproduced or transmitted in any form or by anymeans without written permission of Nielsen, Media Group, Global AdView.

While every effort has been made in the preparation of this report to ensure accuracy ofthe content, Nielsen, Media Group, Global AdView, cannot accept any liability in respectof errors or omissions or for any losses or consequential losses arising from such errors

i i R d ill i t th t th t t l t d t th ior omissions. Readers will appreciate that the contents are only as up-to-date as theiravailability and compilation and printing schedules will allow, and are subject to changeduring the natural course of events.

Global AdView Pulse Lite Quarter 2 20114

Table of Contents

World Trends – Year to Date 7

World Trends Quarter 15World Trends – Quarter 15

Regional Overview 23

North America 24

Asia Pacific 27

Europe 30

Latin America 33

Middle East & Africa 36

Methodology 39

Ab t Ni l Gl b l AdVi 48About Nielsen Global AdView 48



World TrendsYear to date

Global Advertising TrendsGlobal Advertising TrendsYear to date

M i E M i F

World TrendsMain Events

• Asia Pacific and the Middle East continue to feel the effects of the string of natural disasters and civil uprisings that took place in the first quarter

• Western Europe and North America’s economies hang in the balance, as the threat of bankruptcy in Greece seems imminent, and the U.S. appears on the verge of another recession

Main Facts

• Advertising continues to grow in all regions, butat slightly tempered rates than experienced in thefirst quarter

• All four major media types show at least slight growth, with TV showing the strongest increase

• While all macro sectors show growth in the first half of 2011 Clothing & Accessories and

45000

50000

Advertising Expenditure TrendMillion USD

Macro Economic Trends

• GDP (constant prices)** + 4.4%

pp g

• Political infighting continues in the U.S., resulting in the loss of the U.S.’ AAA credit rating

first half of 2011, Clothing & Accessories and Telecommunications are the only sectors to report double-digit increases

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

20102011

• Consumer Prices** + 4.5%

• Nielsen Consumer Confidence Index*: 89(-3 compared to Q1 2011)

**2011 vs 2010 forecasts* Q2 2011 survey

Year on year % change by monthRegions -- Year on year % change

10.79.4 8.8

12.2

8 4

1.8

4.3

7.25.9

Global North America Asia Pacific Europe Lat. America ME & Africa

Note: media included in the global overview: Television, Newspapers, Magazines and Radio

5.23.3

7.2 8.4

6.2

Year todate



World Trends Year to date

After a dramatic and tumultuous first quarter of 2011, begot with civil uprisings and naturaldi t th d t d t b i d f f ll t h th l b ldisasters, the second quarter seemed to be a period of fallout—where the globaleconomy hung in the balance and political leadership within both the Middle East andJapan continued to evolve. The major disasters impacting the Asia Pacific, including theQueensland and Victoria floods, the earthquakes in New Zealand, and the Great EastJapan Earthquake and Tsunami, appeared to come one after another, causing billions ofdamage to the hard-hit region.

Th Middl E t f d diff t ki d f h ll ith th t f T i iThe Middle East faced a different kind of challenge, as with the ouster of TunisianPresident Ben Ali, the region found itself in the birth of the Arab Spring— affecting Egypt,Libya, Bahrain, Syria, Yemen, as well as other countries within the region. Most impactedby the Arab Spring was Libya, which reported 30,000 dead and 50,000 injured in the civilwar which still continues within the country.

Stretching beyond the first half of 2011, the economies of Western Europe and the U.S.t t d i th b l th U S l t it AAA dit ti d G d t bteetered in the balance, as the U.S. lost its AAA credit rating and Greece appeared to beheaded toward bankruptcy. With the stability of both North American and WesternEuropean economies at risk, the second half of 2011 ended in the face of a weakeningglobal economy, and fear of another recession in major markets.

This sentiment extended to the advertising market during the second quarter of 2011.Though the first half of 2011 ended with a 7.2 percent growth in advertising spend overthe same period in 2010, the advertising market began to cool slightly during the secondquarter, with analysts one after another downgrading ad spend forecasts for the rest of2011.

All regions showed a slight drop in advertising spend when compared against the trendsseen in the first quarter, with even emerging markets appearing to tighten their monetarypolicy.

While all macro sectors reported growth in advertising spend, increases were temperedfrom those seen in the first quarter. Two sectors that reported double-digit increases inspend, however, were Clothing & Accessories (at an +18.7% increase during January toJune when compared with the same period in 2010) and Healthcare (which increased13.1% against the first half of 2010).


Global trend – overview by region and countryYear on Year % change

GLOBALNorth America

CanadaUnited States of America

Asia PacificAustralia 1 0

10.74.6

1.14.3

7.2

AustraliaChinaHong KongIndonesiaJapanMalaysiaNew ZealandPhilippines 14.9

1.514.5

-1.621.2

13.517.3

1.0

ppSingaporeSouth KoreaTaiwanThailand

EuropeFranceGermanyG 17 3

2.59.8

1.88.6

-4.2-1.6

4.8

GreeceIrelandItalyThe Netherlands NorwayPortugalSpainSwitzerland 7 6

-7.52.7

10.42.4

-5.1-1.8

-17.3

SwitzerlandTurkeyUnited Kingdom

Latin AmericaArgentinaBrazilMexico

Middle East and Africa 5.9-1.3

9.932.0

9.41.2

23.67.6

EgyptKuwaitLebanonPan-Arab MediaSaudi ArabiaSouth AfricaUnited Arab Emirates -3.6

27.47.4

3.02.9

-2.5-51.5


Media -- % change year to dateMedia Types


0.7

8.3

9.7

NEWSPAPERS

RADIO

TELEVISION

Mirroring similar trends

experienced in the first quarter, all

four major media types showed

positive trends globally during the

first half of 2011, with Television

continuing to be the best

4.9MAGAZINES

Media by Region -- % change year to date

continuing to be the best

performing media type in terms of

ad spend growth and share of

spend. Television, which held 63.7

percent of spend in the first half of

2010, now holds 65.1 percent of

spend amongst the other main

3.9

7.4 6.45.3

2.0

10.7

14.8

2.3 1.13.9

16.2

12.5 12.4

7.7

4.3

29.4

8.4

North America Asia PacificEurope Lat. AmericaMiddle East and Africa

spend amongst the other main

media types and received 9.7

percent more advertising spend in

the first half of 2011 than in the

first half of 2010. Even in

embattled mature markets such as

E hi h t d 1 8-6.2

-4.0-3.1

MAGAZINES NEWSPAPERS RADIO TELEVISION

Media -- % Share of Spend -- year to date

Europe, which posted a 1.8

percent growth overall, Television

ad spend grew by 3.9 percent.

Radio performed the second-best

globally compared with Television,

registering an 8.3 percent growth2011

65.1

8.9

20.6

5.3

22.09.1

63.7

Television

Radio

in the first half of 2011. Magazines

also reported a positive trend at

4.9 percent, but Newspapers

reported a growth of only 0.7

percent—experiencing declines in

all markets except for the Asia

2011

2010

5.3

63.7

Magazines

Newspapers

RadioPacific (+2.0%) and Latin America

(+12.5%).


Macro – SectorsWhil ll t i d th i d ti i d d i th fi t h lf f 2011 hWhile all sectors increased their advertising spend during the first half of 2011 when compared with the same period in 2010, the second quarter showed more tempered growth than the first—possibly due to more cautionary tactics by advertisers as the global economy weakened. Ad spending for the sector with the highest share of spend, FMCG, grew by 5.7 percent against the first half of 2010—and lost some of its spending dominance against other sectors. In the first half of 2010, FMCG ad spending represented 25 4 percent of all ad spending; in the first half of 2011 its share declinedrepresented 25.4 percent of all ad spending; in the first half of 2011, its share declinedslightly to 25.0 percent.

More resilient categories within the advertising market included Clothing & Accessories(albeit representing only a 3.2% share of spend), which increased ad spending by 18.7percent during the first half of 2011. Healthcare, with a 10.4 percent share of spend, alsogrew in the double-digits—by +13.1 percent compared to the first half of 2010. It should

Sectors -- % Share of Spend -- year to date

g g ybe noted that Healthcare was one of the slower sectors to recover in 2010, and thereforegrowth can also be due to a lower base of comparison.

FinancialFMCGHealthcareIndustry & Serv

11.0

7.9 5.1

5.3

8.23.2 5.0

2011

AutomotiveClothing & Access.DistributionDurablesEntertainment

Telecom.

Industry & Serv.Media

11.6

5.225.0

10.4

11.9

5 29.9

10.8

7.9 5.3

5.3

8.02.9 5.1

2010

4.6

6.3

6.0

18.7

9.8

ENTERTAINMENT

DURABLES

DISTRIBUTION CHANNELS

CLOTHING & ACCESSORIES

AUTOMOTIVE

Sectors -- % change year to date5.2

25.4

2.3

6.7

8.8

13.1

5.7

6.0

TELECOMMUNICATIONS

MEDIA

INDUSTRY & SERVICES

HEALTHCARE

FMCG

FINANCIAL


Macro – Sectors: % change by Region


12.7

6.211.19.8

-15.2

10.7

Global N. Am Asia P. Europe Lat. Am ME & A.

Automotive28.2

7.613.2

18.715.515.8


Clothing & Accessories

10.9

4.0

-0.6

6.01.2

11.0


Distribution Channels

9.7 8.03.3

6.3

0.2

-1.1


Durables

5.5

-0.4

6.24.60.2

6.3


Entertainment

6.10.9

14.1

6.00.6

-2.5


Financial

Global N. Am Asia P. Europe Lat. Am ME & A. Global N. Am Asia P. Europe Lat. Am ME & A.

8.4

-3.1-0.8

5.7 5.6

17.1

Gl b l N A A i P E L t A ME & A

FMCG

12.5

4.5

13.1

5.10.1

18.2


Healthcare


19.2

6.6

-1.0

8.8

-6.3

6.0

Industry & Services Media

-0.8

4.94.26.7

37.6

8.7


-1.4

2.54.92.3

-1.8

6.6

Telecommunications2.4

-3.0

0.21.9 4.0Others



Global N. Am Asia P. Europe Lat. Am ME & A.-37.9


Categories rank and % Share of Spend

1 Healthcare2 Cosmetics & Toiletries3 Automotive4 Media & Publishing5 Food6 Entertainment 6.2

7.67.9

8.2

9.210.4

7 Drink8 Financial9 Telecommunications10 Distribution Channels11 Institutions12 Industry, Agr. & Property13 Clothing & Accessories 3.2

3.54.7

5.05.15.2

5.6

13 Clothing & Accessories14 Furnishings & Decoration15 Transport & Tourism16 Leisure Products17 Housekeeping Products18 Business Services19 Information Technology20 Domestic Appliances 1 1

1.32.5

2.62.62.7

2.9

3.2

Top 20 Global Spenders

20 Domestic Appliances21 Power & Water22 Tobacco 0.1

0.31.1

1 PROCTER & GAMBLE2 UNILEVER3 GENERAL MOTORS4 FORD MOTOR5 L’OREAL6 AT&T

11 NESTLE12 TIME WARNER13 KRAFT FOODS14 HONDA MOTOR15 PFIZER16 THE COCA COLA COMPANY17 GLAXOSMITHKLINE7 TOYOTA MOTOR

8 MCDONALD'S9 JOHNSON & JOHNSON10 VERIZON COMMUNICATIONS

17 GLAXOSMITHKLINE18 VOLKSWAGEN GROUP19 WALT DISNEY COMPANY20 RECKITT BENCKISER


World TrendsQuarter

Global Advertising TrendsGlobal Advertising TrendsQuarter

World TrendsAd spend growth cooled slightly during the

Hi hli hp g g y g

second quarter of 2011 when compared with Q22010. Recording a 5.7 percent increase in adspending during the second quarter, theadvertising market was supported by growth inAsia Pacific—which was up by +9.3 percent. Onthe other side of the spectrum, however, Western

Highlights

• Ad spend grew globally by 5.7% in Q2 2011 when compared with Q2 2010

• All major media types showed positive increases in spending globally in Q2

Europe witnessed a decline in spending of -0.3percent. Though kept afloat by increases inFrance, Germany, Norway, and Switzerland,advertising markets in Southern Europe—

• Western Europe posted a decline in ad spend, affected by the fragile economies in Southern Europe

including Greece, Italy, Spain, and Turkey—heavily affected the trend for the region inthe second quarter. Nevertheless, all four major media types globally posted gains in ad

Q f f f C &spend compared to Q2 2010. In line with the first half of 2011, Clothing & Accessoriesand Healthcare were the top two performing macro sectors in terms of percentageincreases in ad spend during the second quarter. Automotive, on the other hand,showed much more contained growth than in previous quarters—at +3.1 percent.

Year on year % change by quarterRegions -- % change last quarter

9.3

5.7

8.2

5.7

8.9

7.2

-0.3

3.1 2.6

Global North America Asia Pacific Europe Lat. America ME & Africa

Note: media included in the global overview: Television, Newspapers, Magazines and Radio

Year to date Q1 Q2 Q3 Q4


World Trends Quarter

Global trend – overview by region and countryYear on Year % change

GLOBALNorth America

CanadaUnited States of America

Asia PacificAustralia 0 5

9.33.13.13.1

5.7

AustraliaChinaHong KongIndonesiaJapanMalaysiaNew ZealandPhilippines 12.6

2.19.8

-1.818.9

13.414.8

-0.5

ppSingaporeSouth KoreaTaiwanThailand

EuropeFranceGermanyG 13 7

3.18.2

-0.39.4

-11.0-3.8

5.2

GreeceIrelandItalyThe Netherlands NorwayPortugalSpainSwitzerland 6 0

-12.6-0.6

10.10.8

-6.6-1.3

-13.7

SwitzerlandTurkeyUnited Kingdom

Latin AmericaArgentinaBrazilMexico

Middle East and Africa 2.6-2.7

9.028.5

8.2-1.2

-12.96.0

EgyptKuwaitLebanonPan-Arab MediaSaudi ArabiaSouth AfricaUnited Arab Emirates -5.3

22.43.2

-0.11.8

-6.7-51.7


Media -- % change last quarterMedia Types

1.6

8.2

7.3

NEWSPAPERS

RADIO

TELEVISION

From April to June 2011, the fourmajor media types experiencedincreases in ad spending, withRadio leading the media types interms of percentage gains. Radio,posting an +8.2 percent increasei d d f Q2 2010

3.3MAGAZINES

Media by Region -- % change by quarter

in ad spend from Q2 2010,overtook Television in terms ofpercentage gains—which followedclosely by +7.3 percent globally.Newspapers, which posted a 1.6percent growth globally in thesecond quarter declined in Northsecond quarter, declined in NorthAmerica (-6.5%), Europe (-3.2%),and the Middle East & Africa (-6.7%). The ad spend declines inNewspapers, however, werecountered with good growth inLatin America (+14.0) and solid

1.6

8.5

5.13.2 3.6

11.1 12.1

0.9 -0.1 0.6

16.714.0

12.3

5.6

2.2

23.1

4.7

North America Asia PacificEurope Lat. AmericaMiddle East and Africa

( )growth in the Asia Pacific (+3.6%).

-6.5 -6.7

-3.2

MAGAZINES NEWSPAPERS RADIO TELEVISION


Macro – Sectors


2 8

6.3

8.3

17.9

3.1

ENTERTAINMENT

DURABLES

DISTRIBUTION CHANNELS

CLOTHING & ACCESSORIES

AUTOMOTIVE

Sectors -- % change last quarterWhile all macro sectors postedgrowth in the second quarter,sectors which began to recoverat the end of 2010 showedmore contained growth this

d i

0.5

3.9

7.3

14.1

4.0

4.6

2.8

TELECOMMUNICATIONS

MEDIA

INDUSTRY & SERVICES

HEALTHCARE

FMCG

FINANCIAL

ENTERTAINMENTquarter, as advertisersappeared to use caution in thewake of the weakened globaleconomy. Automotive, whichhad experienced a double-digitincrease in the first quarter,showed only a 3 1 percentgrowth in the second quarter. FMCG and Financial also posted slower gains in Q2, at 4.0and 4.6 percent respectively. On the other hand, Clothing & Accessories (+17.9%) andHealthcare (+14.1%) posted double-digit increases in advertising spending—although thelatter may be due to a lower base of comparison last year, as it was one of the lastsectors to bounce back in 2010.

showed only a 3.1 percent


Macro – Sectors: % change by Region

2.1 1.83.23.1

-27.9

10.2


Automotive27.9

7.813.2

17.9

8.312.7


Clothing & Accessories

19.1

2.84.28.3

-1.3

8.4


Distribution Channels

12.36.7

2.36.3

-0.8-4.3


Durables

5.3

-3.6

4.82.8

-7.2

4.0


Entertainment

2.6 2.1

17.1

4.6

-9.4-7.1


Financial


5.6

-3.6-3.0

4.0 4.3

18.2


FMCG

14.3

-3.6

14.19.4

1.6

17.6


Healthcare


5.8

-5.7

7.3

-3.7

8.216.5

Industry & Services Media

-0.13.1

-1.7

3.9

35.8

8.9


0.7 0.84.8

0.5

-4.6-3.3

Telecommunications

4.8

-7.8

14.0

4.4

-33.8

74.3

Others




Categories rank and % Share of Spend


1 Healthcare2 Cosmetics & Toiletries3 Automotive4 Food5 Media & Publishing6 Drink 6.2

7.47.6

7.9

9.510.3

7 Entertainment8 Distribution Channels9 Financial10 Telecommunications11 Institutions12 Industry, Agr. & Property13 Clothing & Accessories 3.3

3.84.5

5.05.1

5.25.9

13 Clothing & Accessories14 Furnishings & Decoration15 Transport & Tourism16 Housekeeping Products17 Leisure Products18 Business Services19 Domestic Appliances20 Information Technology 1 2

1.32.2

2.72.72.7

3.1

3.3

Top 20 Global Spenders

20 Information Technology21 Power & Water22 Tobacco 0.1

0.31.2

1 PROCTER & GAMBLE2 UNILEVER3 FORD MOTOR4 AT&T5 L'OREAL6 MCDONALD'S

11 THE COCA COLA COMPANY12 VOLKSWAGEN GROUP13 GLAXOSMITHKLINE14 RECKITT BENCKISER 15 WALT DISNEY COMPANY16 GENERAL MOTORS17 SPRINT NEXTEL7 JOHNSON & JOHNSON

8 KRAFT FOODS9 NESTLE10 VERIZON COMMUNICATIONS

17 SPRINT NEXTEL18 WAL-MART19 VODAFONE20 FERRERO



Regional overviewRegional overview

North AmericaNorth AmericaRegion OverviewAfter a 5.6 percent growth in the first quarter, the NorthAmerican advertising market posted a slightly slower3.1 percent growth in the second quarter—closing thefirst half of 2011 with an increase of +4.3 percent in adspend when comparing the same period in 2010. Thedecline in ad spend for Newspapers (-6.2% for the firsthalf of 2011) appeared to be the culprit, as the othermajor media types reported increases in advertisingspend. Television, posting a +6.4 percent growth for thefirst half of 2011, still held a 66.6 percent share ofspending; however, the growth of this media type wasslightly slower than experienced in previous quarters.

Automotive whichHighlights

• Advertising grows by 4.3% in the first half of 2011

• Newspapers continued a decline in spending at -6.2%

• Financial ad spend

Automotive, which increased ad spending by double-digits in the firstquarter, posted much more contained growth in thesecond quarter (+3.2%). Financial, on the other hand,increased advertising spend in the second quarter overthe first, posting a 17.1 percent growth in Q2. Thisdevelopment may in part be connected to the continued

Market -- Advertising Expenditure Trend Countries -- % Share of Spend -- YTD

• Financial ad spend increased 14.1% in the first half of 2011 as the U.S. economic situation worsened

development may in part be connected to the continuedpolitical infighting that occurred within the U.S.government, which caused the country’s AAA credit ratingto be downgraded in August 2011. The sector with thelargest share of spend at 16.3 percent, Entertainment,grew by 6.2 percent during the first half of 2011.

6000

8000

10000

12000

20102011

6.7

93.3

g p

2011

2010

Canada

USA

p

Million USD

0

2000

4000


2011

93.1

6.9

2010

Note: media included in the region overview: Television Newspapers Magazines and Radio


Note: media included in the region overview: Television, Newspapers, Magazines and Radio

NORTH AMERICA

North America

5.64 3

Market -- Year on year % change by quarterMarket -- Year on year % change by month

14.1

6.24 3 4.9

3.14.3

Year to date Q1 Q2 Q3 Q4-3.9

4.3

-0.3

4.94.2

Yearto date


Media Types

12.814.4

66.6

2011Media -- % Share of Spend -- YTD

7 4

6.4

8.5

5.1

RADIO

TELEVISION

Media -- % change YTD and last quarter

6.2

6.0

14.2

14.4

65.3

2010

Television

Magazines

Newspapers

Radio3.9

-6.2

7.4

1.6

-6.5

MAGAZINES

NEWSPAPERSQuarterYear to date

Macro SectorsMacro-Sectors

8.3

13.8 5.1

5.32.8

12.3

6.1

2011

Sectors -- % Share of Spend -- YTDSectors -- % change YTD and last quarter

6 2

3.3

-0.6

13.2

11.1

4.8

2.3

4.2

13.2

3.2

Entert

Durables

Distrib.

Cloth. & Acces.

Automotive

Quarter

Year to date

FinancialFMCGHealthcareIndustry & Serv.

16.18.2

8.7

13.95.1

6.2

11.62.6 5.5

16.37.014.9

8.2

2010

4.9

4.2

-1.0

5.1

-0.8

14.1

6.2

4.8

-1.7

-3.7

9.4

-3.0

17.1

Telecom.

Media

Ind.&Serv.

Healthc.

FMCG

Financial

Entert.


Telecom.Media


6.415.7

Categories rank and % Share of Spend – Year to date

5.15.25.3

7.08.2

10.812.3

13.81 Media & Publishing2 Automotive3 Entertainment4 Healthcare5 Financial6 Distribution Channels7 Food8 Telecommunications

2 32.4

2.72.82.93.1

3.54.54.69 Cosmetics & Toiletries

10 Furnishings & Decoration11 Institutions12 Leisure Products13 Business Services14 Clothing & Accessories15 Drink16 Transport & Tourism17 Housekeeping Products

0.10.30.4

1.31.6

2.317 Housekeeping Products18 Industry, Agr. & Property19 Information Technology20 Domestic Appliances21 Power & Water22 Tobacco

5.86.8

8.110.4

11.913.2

Categories rank and % Share of Spend – Quarter1 Media & Publishing2 Automotive3 Entertainment4 Healthcare5 Financial6 Distribution Channels

2 62.93.03.1

3.44.95.05.05.17 Food

8 Furnishings & Decoration9 Cosmetics & Toiletries10 Telecommunications11 Institutions12 Leisure Products13 Clothing & Accessories14 Drink15 T t & T i

0.10.3

0.61.1

1.72.42.52.615 Transport & Tourism

16 Business Services17 Housekeeping Products18 Industry, Agr. & Property19 Information Technology20 Domestic Appliances21 Power & Water22 Tobacco


Asia PacificAsia PacificRegion OverviewIn spite of the string of natural disasters that hit the AsiaPacific in the first quarter of 2011, the region still postedhealthy growth in advertising spend during the first halfof 2011—ending the period with a +10.7 percentincrease on the same months in 2010 Although second

Highlights

increase on the same months in 2010. Although secondquarter growth (+9.3% against Q2 2010) was slightlyslower than the first (+12.3%), all media types and 9 of11 macro sectors posted increases in advertising spend.While FMCG, the dominant media type at 31.9 percentshare of spend, showed an 8.4 percent growth in ad

spend during the first g g

• Advertising market closes the first half of 2011 with a 10.7% growth, with slightly slower growth in Q2

• Healthcare, the sector with the second highest share of spend increases spending

the 18.2 percent increase in Healthcare ad spending.Healthcare now holds 16.5 percent share of all adspending. Clothing & Accessories, the macro sector withthe highest percentage growth globally, increasedadvertising spend in the Asia Pacific by 28.2 percent—the

half of 2011, its growth was overshadowed by

spend, increases spending by 18.2%

• China further increases its share of the market


g p y phighest increase in all regions.

8000

10000

12000

14000

16000

18000

20000

2010

1.6

22.7

0.1

4.4

1.50.9

2.8

0.72.5

54.4

3.8

g p

2011 New Zealand

Philippines

Singapore

South Korea

p

Taiwan

Thailand

Million USD

0

2000

4000

6000

8000


20102011

4.44.7

1.625.6

0.2

4.0

1.50.9 2.7

0.82.8

4.651.3

4.22010Australia

China

Hong Kong

Indonesia

Japan

Malaysia



ASIA PACIFIC

9.3

12.310.7


12.910.7

17.7

9 9 9.3


8.37.0

9.99.2

Yearto date


Media Types

25.5

4.5

67.1


10 7

14.8

11.1

12.1

RADIO

TELEVISION

Media -- % change YTD and last quarter

2.9

2.9

27.7

4.8

64.7

2010

Television

Magazines

Newspapers

Radio5.3

2.0

10.7

3.2

3.6

MAGAZINES

NEWSPAPERS

% change Q2

% change YTD @Q2

Macro Sectors

9.7

10.9

28.2

12.7

12.3

19.1

27.9

2.1

Durables

Distrib.

Cloth. & Acces.

Automotive

9.5

11.2 2.3 3.5 3.13.74.75.2

2011

Sectors -- % Share of Spend -- YTD

Macro-SectorsSectors -- % change YTD and last quarter


10.0

3.515.4

10.4 2.6 4.05.2

4.63.2 3.1

-0.8

19.2

18.2

8.4

6.1

5.5

-0.1

16.5

17.6

5.6

2.6

5.3

Media

Ind.&Serv.

Healthc.

FMCG

Financial

Entert.

% changeQ2

%

3.3

31.9

16.5

2010AutomotiveClothing & Access.DistributionDurablesEntertainment

Telecom.Media


32.6-1.40.7Telecom.

% changeYTD


Asia Pacific

3.74.74.74.7

8.38.6

12.216.51 Healthcare

2 Cosmetics & Toiletries3 Food4 Drink5 Industry, Agr. & Property6 Entertainment7 Automotive8 Clothing & Accessories

2.32.62.93.03.13.23.33.5

g9 Telecommunications10 Financial11 Institutions12 Distribution Channels13 Business Services14 Transport & Tourism15 Housekeeping Products16 Media & Publishing17 F i hi & D ti

0.30.3

1.21.82.02.217 Furnishings & Decoration

18 Leisure Products19 Domestic Appliances20 Information Technology21 Power & Water22 Tobacco

4.55.1

8.59.3

12.216.4

Categories rank and % Share of Spend – Quarter1 Healthcare2 Cosmetics & Toiletries3 Drink4 Food5 Industry, Agr. & Property6 Entertainment

2 42.82.92.9

3.23.33.43.7

4.47 Automotive8 Clothing & Accessories9 Telecommunications10 Financial11 Distribution Channels12 Transport & Tourism13 Institutions14 Housekeeping Products15 B i S i

0.20.3

1.21.92.02.1

2.42.415 Business Services

16 Furnishings & Decoration17 Media & Publishing18 Domestic Appliances19 Leisure Products20 Information Technology21 Power & Water22 Tobacco


Europe

After a 4.3 percent growth in the first quarter, theEuropean ad market posted a -0.3 percent decline in thesecond quarter, largely due to precarious economieswithin Southern Europe. During the second quarter, adspending Greece (-13.7%), Italy (-6.6%), Spain (-12.6%),

EuropeRegion Overview

and Turkey (-12.9%) drove the region’s advertising marketto a decline, held up only by the solid markets of France(+8.2%) and Germany (+3.1%). Nevertheless, the regionfinished the first half of 2011 with a 1.8 percent growthover the same period in 2010. The FMCG sectorcontinued its trend of decline during the second quarter,with ad spending -3.6 percent less than in Q2 2010. Thistrend is particularly interesting: as the Easter holiday wastrend is particularly interesting: as the Easter holiday was

Highlights

• European advertising closes Q2 with a slight decline of -0.3% compared with Q2 2010

• FMCG continues its downward trend, in spite of the Easter holiday which usually

celebrated later in 2011 than it was in 2010, Easterconfectionary advertising should have positively affectedsecond quarter FMCG ad spending. Although a small 2.8percent increase was seen in April, this was not enough tocombat FMCG’s ad spending decline of -3.1 percentduring the first half of 2011.Easter holiday which usually

boosts confectionary advertising spend

• Western Europe’s ad market appeared to be heavily impacted by the instability of Southern Europe’s economies


during the first half of 2011.

4000

5000

6000

7000

8000

9000

10000

2010

g p

2.2

2011Portugal

p

Spain

Switzerland

Turkey

Million USD Norway

United Kingdom

1.8

1.2

7.04.53.114.4

11.4

2.7

5.1

7.38.7

32.9

0

1000

2000

3000

4000


20102011 1.3

7.74.22.514.5

12.2

2.7

4.77.28.1

32.6

2010France

Germany

Greece

Ireland


Italy

Netherlands



EUROPE

Europe

4.3


7.26.8

2 8

-0.3

1.8


0.2

1.8

-1.9-1.6

2.8

Yearto date


Media Types

22.2

14.8

55.6


1 1

3.9

-0.1

0.6

RADIO

TELEVISION

% change Q2

% change YTD @Q2

Media -- % change YTD

Macro Sectors

7.4

7.423.4

14.7

54.5

2010

Television

Magazines

Newspapers

Radio2.3

-3.1

1.1

0.9

-3.2

MAGAZINES

NEWSPAPERS

Macro-Sectors

4.8

7.48.0 6.6

6.23.89.9

6.7

2011

Sectors -- % Share of Spend -- YTDSectors -- % change YTD

8

4

7.6

6.2

6.7

2.8

7.8

1.8

Durables

Distrib.

Cloth. & Acces.

Automotive% change Q2

% changeYTD


13.6

4.9

7.8 6.67.0

6.3

9.53.6 6.1

13.36.126.1

4.9

6.6

0.1

-3.1

0.9

-0.4

3.1

8.2

1.6

-3.6

2.1

-3.6

Media

Ind.&Serv.

Healthc.

FMCG

Financial

Entert.


Telecom.Media

2010


6.127.52.50.8Telecom.


4.96.16.2

6.68.0

8.59.9

11.11 Food2 Automotive3 Cosmetics & Toiletries4 Media & Publishing5 Telecommunications6 Distribution Channels7 Financial8 Entertainment

2 02.8

3.13.73.8

4.04.2

4.54.89 Healthcare

10 Leisure Products11 Furnishings & Decoration12 Transport & Tourism13 Clothing & Accessories14 Drink15 Institutions16 Housekeeping Products17 Business Services

0.00.6

1.11.4

1.62.017 Business Services

18 Industry, Agr. & Property19 Domestic Appliances20 Information Technology21 Power & Water22 Tobacco

6.06.6

7.49.1

9.710.9

Categories rank and % Share of Spend – Quarter1 Food2 Automotive3 Cosmetics & Toiletries4 Media & Publishing5 Telecommunications6 Financial

3 13.9

4.14.24.3

4.64.74.7

6.07 Distribution Channels8 Entertainment9 Drink10 Leisure Products11 Healthcare12 Furnishings & Decoration13 Clothing & Accessories14 Transport & Tourism15 I tit ti

0.00.7

1.21.6

1.81.9

2.63.115 Institutions

16 Housekeeping Products17 Business Services18 Industry, Agr. & Property19 Domestic Appliances20 Information Technology21 Power & Water22 Tobacco


Latin AmericaLatin AmericaRegion OverviewThe Latin America advertising market continued its slightcooling trend in the second quarter. After experiencing adouble-digit increase in ad spending during the firstquarter (+10.8%), the advertising market experienced an8 2 percent increase in spending during the second

Highlights

8.2 percent increase in spending during the secondquarter, as Television ad spend growth was temperedfrom previous high growth rates. Television, which is byfar the dominant media type at a 68.0 percent share ofspend, grew by +5.6 percent during the second quarterwhen compared to Q2 2010. All other media types,

however, posted Highlights

• Latin America’s ad market cools slightly (+8.2%) in Q2, but was the second best performing region

• Mexico’s ad market declines by -2.7% in Q2

Magazines (16.7%) and Newspapers (+14.0%). While Argentina and Brazil both posted solid gains in spending, growth in Mexico’s advertising market reversed in the second quarter—posting a decline of -2.7 percent. 8 of 11 macro sectors posted increases in spending during the

double-digit increases in advertising spending, led by

y % Q

• FMCG increases ad spendingby an impressive 18.2%


macro sectors posted increases in spending during the second quarter, with FMCG, the dominant macro sector, reporting a Q2 increase of 18.2 percent. Financial, on the other hand, decreased ad spending by -7.1 percent during the second quarter.

4000

5000

6000

7000

8000

2010

26.4

58 5

15.1

g p

2011

2010

p

Million USD

0

1000

2000

3000


20102011

58.5

29.2

58.2

12.5

2010Argentina

Brazil

Mexico




LATIN AMERICA

15.9

10.49 4

14.0

10.89 4


7.0

9.4

4.0

7.5

Yearto date


8.29.4


12 4

7.7

12.3

5.6

RADIO

TELEVISION

Media -- % Share of Spend -- YTD

Media Types Media -- % change YTD and last quarter

8.5

17.26.3

68.0

2011

2010

16.2

12.5

12.4

16.7

14.0

MAGAZINES

NEWSPAPERS

% change Q2

% change YTD @Q2

8.5

8.3

16.7

5.9

69.1

Television

Magazines

Newspapers

Radio

2010

-1 1

11.0

15.8

10.7

-4.3

8.4

12.7

10.2

Durables

Distrib.

Cloth. & Acces.

Automotive % change Q2

% changeYTD

18.6

9.0 5.89.2

1.99.5

2.9

Macro-SectorsSectors -- % change YTD and last quarter Sectors -- % Share of Spend -- YTD


2011

8.7

6.0

12.5

17.1

-2.5

6.3

1.1

3 3

8.9

5.8

14.3

18.2

-7.1

4.0

Media

Ind. & Serv.

Healthc.

FMCG

Financial

Entert. 7.3

6.023.8

5.7

7.5

6.75 6

6.019.2 9.1

3.2

9.41.8 9.1


Telecom.Media

2010


6.6-3.3Telecom. 22.2

5.6


Latin America

5.86.06.0

9.09.2

9.510.1

11.61 Institutions2 Cosmetics & Toiletries3 Automotive4 Distribution Channels5 Media & Publishing6 Financial7 Industry, Agr. & Property8 Telecommunications

1 51.71.92.0

2.93.8

5.15.75.79 Healthcare

10 Drink11 Food12 Entertainment13 Housekeeping Products14 Leisure Products15 Clothing & Accessories16 Information Technology17 T t & T i

0.00.3

0.81.1

1.517 Transport & Tourism18 Business Services19 Furnishings & Decoration20 Domestic Appliances21 Tobacco

Categories rank and % Share of Spend – Quarter1 Institutions2 Cosmetics & Toiletries3 Automotive4 Distribution Channels5 Media & Publishing6 Industry, Agr. & Property 6.2

8.49.1

9.810.4

11.2

y, g p y7 Financial8 Healthcare9 Telecommunications10 Drink11 Food12 Entertainment13 Housekeeping Products14 Clothing & Accessories15 L i P d t

2.22.9

3.95.45.55.6

5.95.9

15 Leisure Products16 Information Technology17 Transport & Tourism18 Business Services19 Furnishings & Decoration20 Domestic Appliances21 Tobacco 0.0

0.50.8

1.01.51.6

1.9


Middle East and AfricaMiddle East and AfricaRegion OverviewThe Middle East & Africa region continued to feel theeffects of the Arab Spring on the advertising marketduring the second quarter, although it posted a +5.9percent growth in ad spending in the first half of 2011despite the instability in the region Egypt on the way to

Highlights

despite the instability in the region. Egypt, on the way tobeing the top advertising market in the Middle East at theend of 2010, reduced its advertising spend by -51.5percent in the first half of 2011—with consumerconfidence dropping in Egypt by 10 points from Q1. Thelow-cost Radio showed the greatest percentage

increase in ad spend g g

• Egyptian ad market still on the decline—ad spending for Q2 down -51.7%

• Ad spend ends first half of2011 with a 5.9%increase for the region, largely

Automotive advertising dropped heavily in the first half of2011, by -15.2 percent compared to the same period in2010. In line with global trends, Clothing & Accessoriesappeared to be largely unaffected by the instability withinthe region—posting an increase of 15 5 percent in

during the first half of the year at 29.4 percent.

driven by South Africa

• Automotive sector reducesad spending by -27.9% in Q2


the region posting an increase of 15.5 percent inadvertising spend during the first six months of 2011. TheUnited Arab Emirates, though now the top advertisingmarket in the Middle East, posted slightly negative resultsin the first half of 2011 at -0.4 percent.

1000

1500

2000

2500

35.63.8

5.32.4

7.3

6.6

g p

2011

2010

Pan-Arab Media

p

Million USD Egypt

Kuwait

Lebanon

0

500

1000


2010

2011

39.0

32.5

6.68.0

9.8

2.45.88.2

36.6

2010


Saudi Arabia

South Africa

UAE



ME and Africa

MIDDLE EAST AND AFRICA

22.9

10 0


7.5

2.0

5.9 5.6

-0.5

2.8

Yearto date


2.6

10.0

5.9


29 4

8.4

23.1

4.7

RADIO

TELEVISION

Media -- % Share of Spend -- YTD

Media Types Media -- % change YTD and last quarter

22.5

6.5

66.1

2011

2010

4.3

-4.0

29.4

2.2

-6.7

MAGAZINES

NEWSPAPERS

% change Q2

% change YTD @Q2

4.9

4.0

24.86.6

64.6

Television

Magazines

Newspapers

Radio

2010

0.2

1.2

15.5

-15.2

-0.8

-1.3

8.3

-27.9

Durables

Distrib.

Cloth. & Acces.

Automotive% change Q2

% changeYTD

7.821.6

12.9

4.4

2.62.44.52.7

Macro-SectorsSectors -- % change YTD and last quarter Sectors -- % Share of Spend -- YTD


2011

37.6

-6.3

4.5

5.6

0.6

0.2

0.2

-4 6

35.8

-5.7

-3.6

4.3

-9.4

-7.2

T l

Media

Ind.&Serv.

Healthc.

FMCG

Financial

Entert.

23.13.014.9

8.2

4.7

23 2

14.0

16.9

16.6

2.95.6

2.2 2.7


Telecom.Media

2010


-1.8-4.6Telecom. 23.2

3.1


4.54.95.1

7.88.1

9.512.9

21.61 Media & Publishing2 Telecommunications3 Institutions4 Cosmetics & Toiletries5 Food6 Entertainment7 Drink8 Automotive

1.72.32.42.62.62.73.0

4.49 Financial10 Healthcare11 Business Services12 Industry, Agr. & Property13 Distribution Channels14 Clothing & Accessories15 Housekeeping Products16 Transport & Tourism17 F i hi & D ti

0.00.1

0.60.91.01.217 Furnishings & Decoration

18 Leisure Products19 Domestic Appliances20 Information Technology21 Power & Water22 Tobacco

5.68.38.4

8.813.0

21.3

Categories rank and % Share of Spend – Quarter1 Media & Publishing2 Telecommunications3 Institutions4 Food5 Cosmetics & Toiletries6 Drink

2 42.52.52.62.73.0

4.14.2

4.87 Entertainment8 Automotive9 Financial10 Healthcare11 Business Services12 Industry, Agr. & Property13 Housekeeping Products14 Clothing & Accessories15 Di t ib ti Ch l

0.00.1

0.51.11.11.2

1.62.415 Distribution Channels

16 Transport & Tourism17 Furnishings & Decoration18 Domestic Appliances19 Leisure Products20 Information Technology21 Power & Water22 Tobacco


Methodology NotesMethodology Notes

MethodologyThe information included in this report has been compiled, harmonized and produced byNielsen, Media Group, Global AdView.The Nielsen Global AdView Pulse reports on advertising expenditure for Argentina,Australia, Brazil, Canada, China, Egypt, France, Germany, Greece, Hong Kong,Indonesia, Ireland, Italy, Japan, Kuwait, Lebanon, Malaysia, Mexico, The Netherlands,New Zealand, Norway, Pan-Arab Media, Philippines, Portugal, Saudi Arabia, Singapore,New Zealand, Norway, Pan Arab Media, Philippines, Portugal, Saudi Arabia, Singapore,South Africa, South Korea, Spain, Switzerland, Taiwan, Thailand, Turkey, the UnitedArab Emirates, the United Kingdom, and the United States of America.

Pan-Arab Media refers to the media outlets in the Middle East that have significantviewership, readership or listenership in two or more markets and are not localized toonly one market in the region. They do not represent a duplication with the coverage of

h t d th i ifi t t f th d ti i i th ieach country and gather a significant amount of the advertising in the region.

The Media Group within Nielsen, is the data source for the following countries:

• Australia • Philippines

• Canada • Singapore• Canada • Singapore

• China • South Africa

• Germany • South Korea

• Indonesia • Switzerland*

• Ireland (Republic of) • Taiwan

• Italy • Thailand

• Malaysia • Turkey

• The Netherlands • United Kingdom

• New Zealand • United States of America

* in association with Media Focus

• Norway


Methodology

Methodology

The data sources for the other countries included in the report are:Argentina: IBOPEBrazil: IBOPEEgypt: PARC (Pan Arab Research Centre)France: YacastG M di S iGreece: Media ServicesHong Kong: admanGoJapan: Nihon Daily TsushinshaKuwait: PARC (Pan Arab Research Centre)Lebanon: PARC (Pan Arab Research Centre)Mexico: IBOPEPan-Arab Media: PARC (Pan Arab Research Centre)Pan Arab Media: PARC (Pan Arab Research Centre)Portugal: MediamonitorSaudi Arabia: PARC (Pan Arab Research Centre)Spain: Arce MediaUAE: PARC (Pan Arab Research Centre)

The source for the macro-economic indicators is IMF (International Monetary Fund) –World Economic Outlook April 2011 (website: www.imf.org).

The Nielsen Global Online Survey (source for the Nielsen Consumer Confidence Index),was conducted between May 20 and June 7, 2011 and polled approximately 31,000

i 56 t i th h t A i P ifi E L ti A i th Middlconsumers in 56 countries throughout Asia Pacific, Europe, Latin America, the MiddleEast, Africa and North America about their confidence levels and economic outlook. TheNielsen Consumer Confidence Index is developed based on consumers’ confidence inthe job market, status of their personal finances and readiness to spend. The sample hasquotas based on age and sex for each country based on their Internet users, is weightedto be representative of Internet consumers, and has a maximum margin of error of+0.6%.


Figures are expressed in Million USD and are gross except for Australia, Ireland, and theUK which are estimated net at source and France Greece Italy the NetherlandsUK which are estimated net at source, and France, Greece, Italy, the Netherlands,Spain, Taiwan, and Turkey to which Nielsen Global AdView estimated weighting factorsare applied. USA and Spanish figures are based on apples-to-apples comparisons to theprevious year, both in terms of coverage and methodology, in order to give a moreaccurate representation of the trends. The source for the exchange rates is OANDA(website: www.oanda.com ) and the rate applied to all figures is the 2010 yearly average.

In order to reflect the most accurate picture for media type trends and macro-sectortrends, the methodology used for each may differ. Adjustments and estimates necessaryto represent the media type trends accurately may not be suitable for the macro-sectortrends. In some cases a direct comparison is therefore not possible.

MAP OF THE REPORT• World Trend: this section includes all territories and relates to the following media• World Trend: this section includes all territories and relates to the following mediatypes : Television, Newspapers, Magazines and Radio.

• Internet, Outdoor and Cinema: this section intends to give an overview of the globaltrend of these media types for the territories in which they are covered. The advertisingexpenditure on this media is not included in the total for the global trend as the scatteredcoverage, would make the comparison inconsistent.

• Regions: this section includes spend on Television, Newspapers, Magazines andRadio. Each region includes the following countries:

– North America: Canada, United States of America.– Asia Pacific: Australia, China, Hong Kong, Indonesia, Japan, Malaysia,

New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand.– Europe: France, Germany, Greece, Ireland, Italy, The Netherlands,Europe: France, Germany, Greece, Ireland, Italy, The Netherlands,

Norway, Portugal, Spain, Switzerland, Turkey, United Kingdom.– Latin America: Argentina, Brazil, Mexico.– Middle East and Africa: Egypt, Kuwait, Lebanon, Pan-Arab Media, Saudi

Arabia, South Africa, United Arab Emirates.Note: Pan-Arab Media refers to the media titles in the Middle East that have

significant viewership, readership or listenership in two or more marketsand are not localized to only one market in the region They do notand are not localized to only one market in the region. They do notrepresent a duplication with the coverage of each country and gather asignificant amount of the advertising in the region.

• Country breakdown refers to all major media types available in the country(Television, Newspapers, Magazines, Radio, Outdoor, Cinema, Internet).


• Macro-sectors include the following Categories:

Methodology

– Automotive: Automotive

– Industry & Services: Business Services, Property, Institutions, Power & Water

– Clothing & Accessories: Clothing & Accessories

– FMCG: Cosmetics & Toiletries, Drinks, Food, Housekeeping Products, Tobacco

– Distribution Channels: Distribution Channels (including also: Mail Order, Multiple

Product Retailers, On-line shopping & generic on-line services, Corporate/Image

and sponsorship Distribution Channels)and sponsorship Distribution Channels)

– Durables: Domestic Appliances, Furnishings & Decoration, Information

Technology

– Entertainment: Entertainment, Leisure products, Transport & Tourism

– Financial: Financial

– Healthcare: Healthcare

Media: Media & Publishing– Media: Media & Publishing

– Telecommunications: Telecommunications

Macro-sectors and Categories are harmonized in order to allow consistency ofcomparison between regions and countries. They may therefore differ to how the localsectors and categories are built.

• Top 20 Global Spenders: this ranking has been compiled to show the top 20 spendersat corporate/holding company level. Using each of the businesses comprising theseinternational corporations at a local level the cumulative total has been reported. The top20 global spenders rank is based on the Nielsen countries included in this review plusSpain, Portugal and Hong Kong. For the remaining countries the advertiser detail is notavailable in a way that can be included in the global rankingavailable in a way that can be included in the global ranking.


Media coverage overview

TV Newsp. Magaz. Radio Outdoor Cinema Internet

North America

Canada

This table presents an overview of the media types covered in each territory.

USA

Asia Pacific

Australia

China

Hong Kong

IndonesiaIndonesia

Japan

Malaysia

New Zealand

Philippines

Singapore

South Korea

Taiwan

Thailand

Europe

France

Germany

Greece

Ireland

Italy

Netherlands

Norway

PortugalPortugal

Spain

Switzerland

Turkey

UK


Methodology

Media coverage overview

TV Newsp. Magaz. Radio Outdoor Cinema Internet

Latin America

Argentina

This table presents an overview of the media types covered in each territory.

Brazil

Mexico

Middle East and Africa

Egypt

Kuwait

LebanonLebanon

Pan-Arab

Saudi Arabia

South Africa

UAE


Notes to accompany dataPlease refer to the following notes to this quarter’s data while reading the report.

• Argentina: due to local coding methodology for Retail, it is not possible to attribute thelocal spend to the global Distribution Channels category. The trend for this sector istherefore not reported separately.

• China: spend information for Radio and Internet is not available prior to 2008 thereforethe trends for the previous years are not reported.

• Egypt: Outdoor information is excluded from this review as it was not complete at timeof publication.

• France: spend information for Internet is not available prior to 2008 therefore the trendsfor the previous years are not reported. Figures are provided at rate card prices, butNielsen Global AdView estimated weighting factors are applied to ensure trends aremore representative of the market. Internet is excluded as a major modification inInternet methodology took place mid-2010, making 2011 data incomparable.

• Greece: Nielsen Global AdView estimated weighting factors are applied.

I l d P fi f 2011 d T l i i fi f 2010 d 2011 i d• Ireland: Press figures for 2011 and Television figures for 2010 and 2011 are estimatednet at source; Nielsen Global AdView estimated weighting factors are applied to Pressfigures for 2010.

• Italy: Outdoor’s trend 2009 versus 2008 is affected by an increase in coverage in 2009.

• Kuwait: Outdoor information is excluded from this review as it was not complete at time f bli tiof publication.

• Malaysia: overall growth is in part due to increased coverage for Television.

• Lebanon: due to the presence of very high discounts form Television media ownerscompared to other markets in the Middle East, an average weighting factor is applied toTelevision ad spend.

• The Netherlands: Nielsen Global AdView estimated weighting factors are applied.

• Saudi Arabia: spend information for Internet is not available prior to 2008 therefore thetrends for the previous years are not reported. The sharp increase in Radio is in part dueto the limited number of monitored channels.


Notes to accompany data

Methodology

Please refer to the following notes to this quarter’s data while reading the report.

• Singapore: spend information for Internet is not available prior to 2008 therefore thetrends for the previous years are not reported. The drop in Internet spend is in part due toreduced coverage since June 2010 as well as a drop in ad campaigns in January andg p p g yFebruary 2011.

• South Africa: the share of spend and the trend of the macro-sector Media areinfluenced by the high incidence of in-house advertising.

• Spain: data reflects apples-to-apples comparisons to the prior year in terms ofd th d l t i t t ti f th t dcoverage and methodology, to give a more accurate representation of the trends.

• Thailand: spend information for Internet is not available prior to 2008 therefore thetrends for the previous years are not reported.

• Turkey: Nielsen Global AdView estimated weighting factors are applied. Overall growthin Q1 is in part due to TV rate card changes.p g

• UK: due to a break in trend caused by a changing methodology, Internet data isexcluded from the 2008 vs 2007 comparison. Internet has been excluded for 2011 as amajor methodology change has made 2011 incomparable to 2010.

• USA: data reflects apples-to-apples comparisons to the prior year in terms of coverageand methodology, to give a more accurate representation of the trends. Internetinformation excluded from this quarter report as it was not complete at the time ofpublication.


About Nielsen Global AdView

ContactContact

E-mail : [email protected]

Nielsen Global AdView

Nielsen Global AdView provides international advertising services. Nielsen GlobalAdView provides information on what an advertiser’s competitors are spending, whereand how, in more than 80 countries, along with a deep and complete knowledge of localmarket advertising trends. Spend and creative content can be compiled, linked andh i d t b d d d t l l t bl i k t t i i i ht i t titiharmonized at brand and product level to enable quick strategic insight into competitiveactivity within a client’s own product sector.

Media Group

One of the major businesses of Nielsen, the Media Group is active in 40 marketsoffering television radio and outdoor audience measurement print readershipoffering television, radio and outdoor audience measurement, print readership,advertising information services and customized media research. The Media Group ofNielsen is the recognized market standard for media information in the largestadvertising territories. Thanks to the local presence of our own branches in more than20 of the world’s leading advertising markets (including North America, Europe, AsiaPacific and Africa) we can measure expenditure and creatives daily, providing analways open window on the world of media.

Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurementcompany with leading market positions in marketing and consumer information,television and other media measurement, online intelligence, mobile measurement,trade shows and related properties. Nielsen has a presence in approximately 100countries, with headquarters in New York, USA and Diemen, the Netherlands. For moreinformation, please visit www.nielsen.com.


AddressGlobal AdViewGlobal AdView

The Nielsen CompanyDiemerhof 2

1112 XL DiemenThe Netherlands

Postal AddressGlobal AdView

The Nielsen CompanyThe Nielsen CompanyP.O. Box 22609

1100 DC Amsterdam ZOThe Netherlands

T +31 (0)20 398 8777F +31 (0)20 398 8553

E [email protected] www.nielsen.com