Quarter 4 2011

Quarter 1 2012

INSIDE: Global Advertising Trends Trends by Media Type & by Category Sample of Full Report

Quarter 1 2012

 The Nielsen Company, 2012 p y, This report, in full or in part, cannot be reproduced or transmitted in any form or by any means without written permission of Nielsen, Media Group, Global AdView. While every effort has been made in the preparation of this report to ensure accuracy of the content, Nielsen, Media Group, Global AdView, cannot accept any liability in respect of errors or omissions or for any losses or consequential losses arising from such errors or omissions. R d i i Readers will appreciate th t th contents are only as up-to-date as th i ill i t that the t t l t d t their availability and compilation and printing schedules will allow, and are subject to change during the natural course of events.

WORLD TRENDS
Year to date

Global Advertising Trends

Year to date
Main Events Global consumer confidence increased five index points to 94 in Q1 2012, according to global consumer confidence findings from Nielsen The eurozone economic crisis remained at the forefront of news during the first quarter, with the Spanish banking crisis and Greeces continued turmoil topping headlines well into the second quarter Though the Middle East has stabilized somewhat regionally, the war in Syria continueshaving knock-on effects to neighboring countries YEAR ON YEAR % CHANGE BY MONTH Main Facts After a strong finish to 2011, global advertising spend continued to rise in the beginning of 2012: up 3.1 percent t Dollars devoted to ads in emerging markets increased at a faster rate than global ad spend as a whole Asia Pacific saw a significant cool-down to growth at +1.7 percent in Q1due to i Q1 d t a notable d li i t bl decline in spending in the Chinese ad market ADVERTISING EXPENDITURE TREND
Million USD

MACRO ECONOMIC TRENDS

GDP (constant prices)* + 3.5% Consumer Prices** + 4.0%

Nielsen Consumer Confidence Index: 94** (+5 compared to Q4 2011) *2012 vs 2011 forecasts **Q1 2012 survey

Copyright 2012 The Nielsen Company.

Global ad spend increases 3 1% in 3.1% Q1

After a strong finish to 2011, global advertising spend continued to rise in the beginning of 2012: up 3.1 percent compared to the same p p period last year.* Overall global ad spend in Q1 2012 grew to $128 billion USD. Dollars devoted to ads in emerging markets increased at a faster rate than global ad spend as a whole. The Middle East and Africa was up 23.3 percent as advertisers turned to budding and stabilizing economies there. In particular, Egypt saw ad spend growth of 67 percent in Q1 following last years Arab Spring. Latin America also saw significant

year-over-year growth of 9.6 percent. Asia-Pacific grew 1.7 percent, a small increase following large gains in recent years. Advertisers continue to recognize the potential of emerging markets like Latin America and Africa as they look to reach new customers, said Randall Beard, EVP, Advertiser Solutions, Nielsen. These markets have proven their resilience through the down economy, and many consumers now wield spending power like never before. In North America and Europe, the ad market did not experience the same level of increase. North American ad spend grew 2.1 percent. Ad spend in Europe declined slightly (-1.4%), with countries most impacted by the recession the hardest hit. Greece and

Spain, for example, both saw significant declines. On the other hand, France, Germany and Switzerland drew more ad dollars than last year. Europe was the only region to see a decrease in ad spend. Trends to Watch While ad spend increased only slightly in January compared to last year, the year-over-year change grew steadily in the subsequent months. By March 2012, global ad spend was 4.5 percent higher than in March last year. Market conditions and political unrest last year may have contributed to lower spending last y , and p g year, Nielsen will watch to see if these increases are sustained in Q2 particularly with the European Cup potentially positively impacting trends in the second quarter.
* based mainly on published rate cards

REGIONS -- YEAR ON YEAR % CHANGE

Global

North America

Asia Pacific

Europe

Latin America

Middle East & Africa

Copyright 2012 The Nielsen Company.

GLOBAL TREND OVERVIEW BY REGION AND COUNTRY Year on Year % Change, YTD

GLOBAL North America Canada United States of America Asia Pacific Australia China Hong Kong Indonesia Japan Malaysia New Zealand pp Philippines Singapore South Korea Taiwan Thailand Europe Croatia 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

Copyright 2012 The Nielsen Company.

Media Types With consumer confidence up and brands looking to reconnect, its no surprise that spending on advertising is on the risearound the globe and across media types. Television, Newspapers, Radio, Outdoor, Internet and Cinema all saw an increase in ad spend in the beginning of 2012 compared to last year. Though Television continues to attract the majority of advertising dollars, Internet advertising saw the biggest increases, with advertisers spending 12.1 percent more in Q1 2012 than one year prior. Across the regions, the findings are markedly different as each media has taken root and evolved uniquely. Dollars devoted to Television advertising grew 4 percent in North America, second only to Outdoor, and 7.5 percent in Latin America. In the Middle East and Africa, Television ad spend grew a whopping 33.8 percent. Online ad spend was a bright spot for the industry, with growth around the globe. G l b Growth was particularly th ti l l notable in Europe (12.1%), Latin America (31.8%) and the Middle East & Africa (35.2%). Magazines saw a minor decline compared to last year, but Newspapers grew 3.1 percent. In Latin America and Asia Pacific, both media grew7.6 percent and 10.3 percent, respectively in Latin America, and 3.6 percent and 5.4 percent, respectively in Asia Pacific. The U.S. saw nominal declines in print ad spend. spend

MEDIA -- % CHANGE YEAR TO DATE

2.8%
Television

7.9%
Radio

6.4%
Outdoor

3.1%
Newspapers

-1.4%
Magazines

12.1%
Internet

4.1%
Cinema

Copyright 2012 The Nielsen Company.

Media Types - continued Radio saw increases in every region around the globe, including a 2.6 percent increase in North America and 2.8 percent in Europe. In emerging markets in Latin America and Middle East and Africa, those increases were much higher. Radio grew 18 percent in Latin America and 21.1 percent in the Middle East and Africa. In Asia Pacific, Cinema grew 27.1 percent, offsetting the declines seen in Latin America and the Middle East and Africa. Still a nascent industry, Outdoor is growing rapidly. In the past year, Outdoor ad spend increased 6.4 percent globally. This included gains of 4.4 percent in North America, 45.3 percent in the Middle East and Africa and 21 1 percent in Asia Pacific Only 21.1 Pacific. Europe experienced declines (1.2%).

MEDIA -- % SHARE OF SPEND -- YEAR TO DATE

Television

Radio

Outdoor Internet

Newspapers Cinema

Magazines

MEDIA BY REGION YEAR-ON-YEAR % CHANGE, YEAR TO DATE

Television

Radio

Outdoor

Newspapers

Magazines

Internet

Cinema

Copyright 2012 The Nielsen Company.

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Macro Sectors The battle to capture hearts and dollars in the mobile space has played out around the globe, helping contribute to significant ad spend growth by the Telecommunications industry in Q1 2012. Telecommunications companies invested 7 8 percent more i i t d 7.8 t in advertising at the beginning of this year than last year, and was second only to Distribution Channels in terms of year-over-year growth (10.8%). The only two macro sectors to show declines in ad spending during the first quarter of 2012 were Durables (including Domestic Appliances, Furnishings & Decoration, and Information Technology), and Industry & Services, which includes Business Services, Property, Institutions, and Power & Water Together these Water. Together, sectors account for more than 16 percent of all ad spend.

SECTORS -- % SHARE OF SPEND -- YEAR TO DATE

Automotive Entertainment Industry & Serv.

Clothing & Access. Financial Media

Distribution FMCG Telecom.

Durables Healthcare

SECTORS -- % CHANGE YEAR TO DATE Two macro sectors cut ad spending in Q1 Durables and Industry & Services showed noticeable declines in ad spending during the first quarter of 2012

Copyright 2012 The Nielsen Company.

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CATEGORIES RANK AND % SHARE OF SPEND, YTD 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Healthcare Automotive Cosmetics & Toiletries Media & Publishing Food Entertainment Telecommunications Financial Distribution Channels Drink Institutions Clothing & Accessories Industry, Agriculture & Property Transport & Tourism Leisure Products Furnishings & Decoration Business Services Housekeeping Products Information Technology Domestic Appliances Power & Water Tobacco

Copyright 2012 The Nielsen Company.

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METHODOLOGY NOTES

Methodology
The information included in this report has been compiled, harmonized and produced by Nielsen, Media Group, Global AdView. The Nielsen Global AdView Pulse reports on advertising expenditure for Argentina, Australia, Brazil, Canada, China, Croatia, 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, South Africa, South Korea, Spain, Switzerland, Taiwan, Thailand, Turkey, the United Arab Emirates, the United Kingdom, and the United States of America. Pan-Arab Media refers to the media outlets in the Middle East that have significant viewership, readership or listenership in two or more markets and are not localized to only one market in the region. They do not represent a duplication with the coverage of each country and gather a significant amount of the advertising in the region. * Provided by Nielsen CC Data ** AGB Nielsen in association with Ipsos *** In association with Media Focus The Media Group within Nielsen, is the data source for the following countries: Australia Canada China* Croatia** Germany Indonesia Ireland (Republic of) Italy Malaysia The Netherlands New Zealand Norway Philippines Singapore South Africa South Korea Switzerland*** Taiwan Thailand Turkey United Kingdom United States of America

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Methodology
The data sources for the other countries included in the report are: Argentina: IBOPE Brazil: Egypt: France: Greece: Japan: Kuwait: Lebanon: Mexico: IBOPE PARC (Pan Arab Research Centre) Yacast Media Services Nihon Daily Tsushinsha PARC (Pan Arab Research Centre) PARC (Pan Arab Research Centre) IBOPE about their confidence levels and economic outlook. The Nielsen Consumer Confidence Index is developed based on consumers confidence in the job market, status of their personal finances and readiness p to spend. The sample has quotas based on age and sex for each country based on their Internet users, is weighted to 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 the UK which are estimated net at source, and France, Germany, Greece, Italy, the Netherlands, Spain, Taiwan, and Turkeyto which Nielsen Global AdView estimated weighting factors are applied. USA and Spanish figures are based on apples-to-apples comparisons to the previous year, both in terms of coverage and methodology, in order to give a more accurate 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 2011 yearly average. In order to reflect the most accurate picture for media type trends and macro-sector trends, the methodology used for each may differ. Adjustments and estimates necessary to represent the media type trends accurately may not be suitable for the macro-sector trends. In t d I some cases a direct di t comparison is therefore not possible. MAP OF THE REPORT World Trend: this section includes all territories and relates to the following media types : Television, Newspapers, Magazines and Radio, Internet, Outdoor, and Cinema. Cinema Regions: this section includes spend on Television, Newspapers, Magazines, Radio, Internet, Outdoor, and Cinema. 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: Croatia, 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, Africa United Arab Emirates 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 markets and are not localized to only one market in the region. They do not represent a duplication with the coverage of each country and gather a significant amount of the g g advertising in the region.

Hong Kong: admanGo

Pan-Arab Media: PARC (Pan Arab Research Centre) Portugal: Mediamonitor Saudi Arabia: PARC (Pan Arab Research Centre) Spain: UAE: Arce Media PARC (Pan Arab Research Centre)

The source for the macro-economic indicators is IMF (International Monetary Fund) World Economic Outlook April 2012 (website: www.imf.org). The Nielsen Global Online Survey (source for the Nielsen Consumer Confidence Index), was conducted between February 10 and February 27, 2012 and polled more than 28,000 online consumers in 56 countries throughout Asia Pacific, Europe, Latin America, the Middle East, Africa and North America

Copyright 2012 The Nielsen Company.

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 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: 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 ( g also: Mail Order, Multiple Product Retailers, On-line shopping & generic on-line services, Corporate/Image and sponsorship Distribution Channels) Durables: Domestic Appliances, Furnishings & Decoration, Information Technology Entertainment: Entertainment, Leisure products, Transport & Tourism Financial: Financial Healthcare: Healthcare Media: Media & Publishing Telecommunications: Telecommunications

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

Copyright 2012 The Nielsen Company.

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Quarter 2012 Quarter 1 4 2011

SNEAK PREVIEW
Get a taste of the regional and country insights from the full version of Nielsen Global AdView Pulse

Europe
Region Overview
Highlights Eurozone economic troubles top headlines in the first quarter, with the Spanish banking crisis and Greeces ongoing turmoil continuing well into Q2 Europe is the only region to show a declining ad market in the first quarter (-1.4%) Greece and Spain are the main culprits of the decrease, reporting significant ad budget cuts MARKET -- ADVERTISING EXPENDITURE TREND

Million USD

$19.8 billion

The eurozone economic crisis remained at the forefront of news during the first quarter of 2012. With the Spanish banking crisis and Greeces continued turmoil topping headlines well into the second quarter, its no surprise that advertising trended downward in Europe in the first quarter of 2012 ended Q1 with a -1.4 percent decline on Q1 2011. Q Though huge declines were seen in the Southern European markets of Greece, Spain, and Italy, the decline was contained through a strong ad market performance from France and Germany. FMCG, the macro sector commanding the majority of ad budgets, continued to slash advertising by -5.0 percent compared to the same period last year.

COUNTRIES -- % SHARE OF SPEND -- YTD

Full report includes: Regional & Country Trends by Month, Quarter, Media Type, Sector & Category Top Advertisers by Country and Globally

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Malaysia
Country Overview
COUNTRY FACTS CONSUMER CONFIDENCE INSIGHTS

POPULATION 29,219,000 GDP in BILLIONS i 614 Malaysian Ringgit GDP PER CAPITA 21,020 Malaysian Ringgit INFLATION 2.7 percent CURRENCY 1 Malaysian Ringgit = 0.3277 USD

MALAYSIA

107
+6 from Q4 Source: Nielsen Consumer Confidence Index, Q1 2012

MACRO ECONOMIC TRENDS GDP (at constant prices) vs Inflation (consumer prices) year-on-year % change

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Malaysia
Country Overview
ADVERTISING EXPENDITURE TREND Highlights Malaysia's economy slowed to a 4.7 percent growth in Q1 Ad budgets are cut by -1.5% in the first fi t quarter t Newspapers (-1.0%) and TV (-2.7%), commanding the bulk of total advertising across the media measured, showed notable declines Malaysia's economy slowed to a 4.7 percent growth in Q1 reportedly due Q1, to the weakened export market. The economic slowdown was also reflected in the ad market, which showed a decline in spending (-1.5 percent) when comparing the periods Q1 2012 and Q1 2011. Newspapers (-1.0%) and Television (-2.7%), commanding the bulk of total advertising across the media measured at 43.6 and 48.6 percent share of voice respectively, showed notable declines. Increasing ad spend, however, was seen in other media with a smaller share of voice such as Cinema (+19.8%), Internet (+12.2%), Magazines (+4.0%) and Outdoor (+21.3%).

METHODOLOGY
Media covered: Television, Newspapers, Magazines, Radio, Outdoor, Cinema, Internet Figures: gross Outdoor is not reported by rate-card but by actual billings

NOTES
No change in coverage or methodology for this q g g gy quarter

Advertising Year-on-year % change by Media

TV MG NP RD OD CI INT TOT TV MG NP RD OD CI INT TOT

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