Aegis Global Advertising Expenditure Report - May 2013

AEGIS GLOBAL ADVERTISING
EXPENDITURE REPORT
MAY 2013
The forecast and insights published in
this report were compiled from around
the Aegis network and are based on our
local market expertise. The figures were
then consolidated and where relevant
adjusted centrally in light of global
macro-economic drivers.
The report includes country, region and
global estimates and forecasts for the
following media, Television,
Newspapers, Magazines, Radio,
Cinema, Outdoor and Digital Media -
Search, Display, Online Video, Social
Media and Mobile, as well as share by
medium data.
The following markets are included in the
report: Argentina, Australia, Austria,
Bahrain, Belgium, Brazil, Canada, China,
Czech Republic, Denmark, Egypt,
Estonia, Finland, France, Germany,
Greece, Hong Kong, Hungary, India,
Indonesia, Ireland, Israel, Italy, Japan,
Kuwait, Latvia, Lebanon, Lithuania,
Malaysia, Mexico, Morocco,
Netherlands, New Zealand, Norway,
Oman, Pan Arab, Philippines, Poland,
Portugal, Qatar, Romania, Russia, Saudi
Arabia, Singapore, Slovak Republic,
South Africa, South Korea, Spain,
Sweden, Switzerland, Taiwan, Thailand,
Turkey, UAE, UK, USA and Vietnam.
Thank you to all 57 contributing markets
for their forecasts, insights and local
market expertise. To Anja Wendt and
Gaurav Sharma for their great help in co-
ordinating the data collection and cross-
checking of information in C&EE and
APAC regions respectively and to
Nathalie Brocardo in the Creative
Services team.

FOR ANY ADDITIONAL INFORMATION ON
THIS REPORT, PLEASE CONTACT:
Lin Liu, Aegis Media,
+44 (0) 207 550 3451,
lin.liu@aemedia.com
Lucas Cridland, Aegis Media,
+44 (0) 207 550 3468,
lucas.cridland@aemedia.com

CONTENTS
GLOBAL SUMMARY 04

WESTERN EUROPE 09
Austria 10 Italy 34
Belgium 13 Netherlands 37
Denmark 16 Norway 40
Finland 19 Portugal 43
France 22 Spain 46
Germany 25 Sweden 49
Greece 28 Switzerland 52
Ireland 31 UK 55
CENTRAL & EASTERN EUROPE 58
Czech Republic 59 Poland 74
Estonia 62 Romania 77
Hungary 65 Russia 80
Latvia 68 Slovak Republic 83
Lithuania 71 Turkey 86
NORTH AMERICA 89
USA 90 Canada 94
ASIA PACIFIC 97
Australia 98 New Zealand 119
China 101 Philippines 122
Hong Kong 104 Singapore 125
India 107 South Korea 128
Indonesia 110 Taiwan 131
Japan 113 Thailand 134
Malaysia 116 Vietnam 137

LATIN AMERICA 140
Argentina 141 Mexico 147
Brazil 144
MIDDLE EAST AND NORTH AFRICA 150
Bahrain 151 Oman 166
Egypt 154 Pan Arab 169
Kuwait 157 Qatar 172
Lebanon 160 Saudi Arabia 175
Morocco 163 UAE 178
ROW 181
Israel 182 South Africa 185

APPENDICES 189
Global Market Sizes and Growth Rates 190 Radio 194
Television 191 Cinema 195
Newspapers 192 Outdoor 196
Magazines 193 Internet 197
% Share of Ad Expenditure by Media
Television 198 Cinema 202
Newspapers 199 Outdoor 203
Magazines 200 Internet 204
Radio 201
Exchange Rates 205

SUMMARY
Carat forecasts healthy global growth
predictions for 2014, with forecasts
for global advertising expenditure in
2013 up on 2012.
Global growth in 2013 is expected to
increase by +3.7%, versus +3.1% for
2012. Within this Carat expects
growth of +9.1% in Latin America,
mid- to high- single digit growth in
Central & Eastern Europe of +6.4%,
growth in Asia Pacific of +5.3% and
gains in North America of +3.5%.
Clear signs of stabilisation are also
taking place in Western Europe
moving from a decline of -3.2% in
2012 to an improved -0.3% this year.
Looking ahead to 2014 a year of
events including the Sochi Winter
Olympics in Russia, the FIFA World
Cup in Brazil and the Commonwealth
Games in Glasgow, we forecast an
acceleration in the global advertising
growth rate to +5%, with Western
Europe expected to return to positive
growth of +1.8% after two
consecutive years of decline; within
this there is a return to growth for the
key markets of France (+0.7%), Italy
(+0.4%) and Spain (+1.2%).
Digital advertising investment
continues to drive growth in every
region and market, increasing
globally year-on-year by +14.4% in
2013. Now commanding the second
largest share of total advertising
spend globally at +18.3% (2013),
Digital media spend continues to gain
share by an average of +1-2% points
each year, increasing to a predicted
+20.0% in 2014.
Regional Breakdown
AMERICAS
The advertising market in the US is
predicted to deliver a stable +3.5%
increase in spend in 2013. This is
forecast to be a slight slowdown in
pace compared to +4.0% forecast for
2012 - a tough comparative year,
which was boosted by incremental
political dollars from the Presidential
Elections and the Olympic Games.
Whilst the market as a whole has not
yet returned to pre-recession
advertising spending levels of 2007,
Digital, TV, Out-of-Home (OOH) and
Cinema advertising spends have
recovered, with the market as a
whole forecast to recover by 2015.
Growth, as expected, this year will be
driven by +13.6% Digital media spend
growth which now makes up 20.1%
share of total media spend in the US.
For OOH media, a +5.8% growth in
advertising spend is forecast for 2013
with Q2 and Q3 stronger than Q1 as
demand increases from categories
such as Automotives.
National and local TV remains
healthy as both drive significant
reach, awareness and trial, a +2.8%
increase is forecast for 2013.
Newspapers continue to lose
business to the internet -4.1% (2013).
For Magazines low single digit growth
is forecast at +2.0%, Radio is flat and
Cinema is up +3% bolstered by
improvements in technology such as
digital projection and 3D. Overall the
pace of growth is forecast to pick up
in 2014 by +4.0%.
4
Year on Year % growth at current prices
2012 2013f 2014f
GLOBAL 3.1 (5.0) 3.7 (5.3) 5.0
NORTH AMERICA 3.9 (4.9) 3.5 (5.3) 4.0
USA 4.0 (4.9) 3.5 (5.3) 4.0
CANADA 2.6 (3.3) 3.4 (4.3) 3.9
W.EUROPE -3.2 (0.2) -0.3 (1.1) 1.8
UK 2.2 (2.8) 2.7 (2.8) 4.4
GERMANY -1.0 (1.1) 0.0 (1.5) 1.0
FRANCE -3.6 (0.5) -0.4 (1.9) 0.7
ITALY -12.0 (-5.0) -4.8(-0.4) 0.4
SPAIN -15.4 (-8.0) -8.4 (-5.4) 1.2
C&EE 6.8 (7.9) 6.4 (8.8) 7.6
RUSSIA 12.9 (14.1) 11.3 (13.1) 10.9
ASIA PACIFIC 4.9 (6.8) 5.3 (6.5) 6.2
AUSTRALIA -1.1 (1.0) 1.5 (2.0) 1.4
CHINA 6.1 (11.0) 6.9 (9.8) 7.8
JAPAN 3.0 (2.9) 2.7 (2.8) 2.8
LATIN AMERICA 12.2 (12.0) 9.1 (9.0) 14.8
BRAZIL 12.9 (12.8) 9.4 (9.4) 17.2
Figures in brackets show previous forecasts from Aug 12
SUMMARY
In Canada the third quarter of 2012 saw a
weakening of the advertising market which
suppressed growth in tactical mediums,
resulting in growth figures for the full year of
2012 revised down from a previously
forecast +3.3% to +2.6%. However both
consumer confidence and GDP have
recently posted gains, indicating a modest
strengthening of the economy. Our forecast
for 2013 is for an uplift in growth rate to
+3.4%, with TV, Radio and OOH
experiencing modest growth of 2-3%,
Newspapers and Magazines declining
-5.2% and -2.2% respectively. Digital media
will be the exception with continued double
digit growth of +14.6% (2013).
The advertising market in Brazil is forecast
to grow strongly in 2013 by +9.4%, with all
media seeing growth. The FIFA World Cup
in 2014 is expected to positively affect the
advertising market with +17.2% growth
forecast for next year. TV share of spend
dominates at +69.6%. Growth in this
medium will be +10% in 2013. Newspapers
have the second highest share of spend at
+10.6%. Unlike the trend globally, Print
media is not in decline in Brazil but growing
at a healthy rate. Newspapers forecast to
increase +4.0% and Magazines by +5.0%
this year vs. 2012. Digital media is growing
at the highest rate of +20.0%.
In Argentina, the advertising market is set
to see double digit growth in 2013 and
2014, +16.2% and +18.1% respectively,
driven by high inflation both in the general
economy and in the media market. In
Mexico more moderate forecasts are
expected with a decline in media spending
by key advertisers observed in Q4 2012
leading to a small increase expected in
2013 of +2.5%. Moving into 2014 an
improvement in the advertising market in
Mexico is forecast with an uplift of +5.5%,
boosted by the FIFA World Cup in Brazil.
Mexico and Argentina, like Brazil are still TV
dependant markets with a 65% (2013) and
43.5% (2013) share of investment
respectively.
WESTERN EUROPE
2013 is forecast to see uplift in the UK
growth rate from +2.2% in 2012 to +2.7%.
Despite the continued weak economic
outlook, the increasing number of
multi-platform opportunities for advertisers
will deliver steady growth through 2013. A
slow performance for traditional media
Newspapers down -3.5%, Magazines down
-4.5%, OOH down -3.0% (a non-repeat of
OOH budgets following the Olympics
increase in 2012) and TV up +1.2% - is
off-set by a strong performance in the
Digital landscape of +10% (2013). An
acceleration in growth for the UK market is
forecast for 2014 (+4.4%) as TV growth
picks up with the many events taking place
including the FIFA World Cup, print decline
eases and OOH returns to positive growth.
In the UK, Retail is expected to see a
moderate decline in advertising spend this
year, at -3% with, the second highest
spending category Finance at -4%.
Telecoms the third highest spending
category, after seeing strong growth in 2012
of +11%, is forecast to see a -10% decline
as advertising spend returns to the level
seen in 2011, plus the merger of Orange
and T-Mobile into their EE offering takes
effect. The Automotive category is to see its
decline ease somewhat this year from -11%
in 2012 to -2% this year. These previous
leading categories are seeing declines as
newer categories such as comparison
websites grow dramatically.
In Germany advertising forecasts for 2012
have been revised down from a previously
forecast +1.1% to -1.0% as advertisers
acted more reluctantly due to the continuing
Eurozone economic crisis. While the
economy is forecast to recover slightly in
the spring of 2013 the advertising market
will struggle hard to grow in 2013 with
forecasts currently flat. For 2014 more
stabilisation is in sight but still with only a
moderate increase of +1.0%.
In 2013 the advertising market in France is
forecast to stabilise to a decline of -0.4%.
This is an improvement on the -3.6% seen
in 2012 when the Presidential Elections and
multiple public holidays negatively affected
May 2012 advertising spends, down -10%.
The forecast is for positive growth to return
to the market in 2014 with a +0.7% growth
rate.
The advertising market in Italy will continue
to decline with forecasts for 2013 revised
down from -0.4% to -4.8%. TV has seen a
significant reduction in demand and is
forecast to see a -4.7% decline in
advertising revenues this year. Newspapers
and Magazines will see a significant decline
at -13.4% and -13.5% respectively, Radio at
-8.1% and OOH at -17.3%. Digital media
however boosted by online video and
integration with traditional media is forecast
to see a +10.8% increase. There are
expectations for a more stable environment
in 2014 with an overall +0.4% growth.
5
SUMMARY
The advertising market in Spain saw a -
15.4% decline in spend in 2012, more than
expected due to the economic uncertainty
and a contraction in consumption. The
Olympic Games had only a minor positive
impact as the Games were broadcast on a
non-commercial channel. The UEFA
European Football Championships 2012
had a positive effect on advertising spends
in Q2 2012, however to a lesser extent than
on previous occasions. The market is
expected to continue on this negative trend
in 2013 Q1-Q3 inclusive, with an overall
contraction for full year 2013 of -8.4%.
There are however indications of a recovery
in Q4 2013 leading overall to a slight
positive growth in 2014 of +1.2%.
CENTRAL AND EASTERN EUROPE
The Russian advertising market is forecast
to continue to grow in double digits by
+11.3% this year following +12.9% in 2012.
Growth is primarily coming from Digital
media which now makes up +22% of total
media spend in the Russian media market
and is forecast to grow by +28% this year
following +34.7% growth in 2012. Two main
factors are driving digital growth in the
market - rapid growth of online video
advertising and the development of RTB
(real time bidding) technology. Online video
advertising grew by +59% in 2012. TV is
however still a very popular medium in
Russia, with viewing remaining stable at
circa four hours per day. However audience
fragmentation is high and consequently the
share of audience reached by the top three
national channels is in decline. TV
advertising spend growth is forecast to be a
positive +7.5% but slower than in previous
years. The Russian advertising market is
expected to continue growing by +10.9% in
2014.
ASIA PACIFIC
In Australia the advertising market is
forecast to return to moderate positive
growth of +1.5% this year after two
consecutive years of decline, with -1.4% in
2011 and -1.1% in 2012. A +16.1% Digital
media spend growth is forecast in 2013 with
all disciplines within this sector growing at a
healthy pace. Display advertising is
expected to achieve the highest growth rate
over the next two years, driven by Online
Video (+20% in 2013), followed by Search
(+18% in 2013). At +26.9% share of spend
(2013), Digital is the third largest medium in
the Australian market. TV still commands
more spend at +28.6% whilst Newspapers
(+27.9%) is the second most popular
medium. TV growth is forecast to be flat this
year at +0.3% following declines in 2012
and 2011. Conditions are expected to
improve in the Australian TV market from
mid 2013. Newspapers however continue to
decline (-7.7% in 2013). The overall forecast
for the Australian advertising market in 2014
is similar to 2013 with modest growth of
+1.4%.
In China the advertising market is showing
signs of maturing after sustaining many
years of stellar growth. The forecast for
2013 is less than we are used to from this
market but still strong in comparison to
others at +6.9%. Within this Digital media
spend is still growing at a very fast pace of
+40% with almost all advertisers investing in
the medium, its share of spend will reach
+13.3% this year. TV advertising spend
however continues to dominate at +57.7%,
growth though is slowing as media
restriction policies take effect and Digital
grows. Newspaper spend has also been
affected by the shift of audience online and
is forecast to decline by -7.2% this year.
Overall the advertising market in China is
forecast to grow by +7.8% in 2014.
The Japanese advertising market is
forecast to see further positive growth in
2013 +2.7%, this follows a similar +3.0%
growth in 2012. Digital media is to see
+9.4% growth reaching +21.7% share of
total spend. TV and OOH will increase by
+1.8%, whilst Radio and Print media are to
see year-on-year declines in advertising
spend, Radio will decrease by -0.4%,
Magazines by -0.4% and Newspapers by -
1.4%. TV still has the highest share of
spend at +43% with continuing high
demand and potential - with possibilities of
integration with other media. The forecast
for 2014 is similar with good positive growth
forecast at +2.8%.
Despite an overall downward revision in the
APAC growth rate for 2013 from +6.5%
previously forecast in August 2012 to the
current forecast of +5.3%, Vietnam with
growth of +20% this year and Indonesia
with +17%, Philippines +8.6% and India
+7.3% all continue to see impressive growth
rates.

6
SUMMARY
SECTOR BREADKDOWN
Globally TV audiences are in good
health and this is reflected in the
continuing dominant share of total
advertising spend that this medium
commands. It holds virtually
steady at +43% with only recent
signs of a minor decline - globally
at +43.1% this year moving to
+42.9% next year despite the
strength of digital growth. This is in
part because of media
convergence; Digital media has
been complimentary to Television
(e.g. TV + Online Video,
integration of Social Media with
Television). Across media, activity
between online and offline media
will be the trend in the coming
years, the challenge will be
measurement of the combined
effectiveness of offline and online
media. TV is to see increased
growth rates in 2014 of +4.4%
driven by a year of events.
Digital media continues to grow at
a pace, with an expected +14.4%
year-on-year growth in investment
this year and +14.5% in 2014.
Share of spend of Digital media is
globally now second only to
television with +18.3% share of
total media spend this year
increasing by +1.7% to +20.0% in
2014. In the UK, Netherlands and
Sweden Digital media spend is
already the number one medium.
Growth is being driven by Online
Video as traditional broadcasters
look to deliver audiences online
and also from the development of
real time bidding technology;
further growth will come as more
publishers open up their inventory.
While Mobile advertising remains
in its infancy, the increase in
Mobile media spend has been
significant and in line with
increased smart phone penetration
and mobile internet usage. In the
UK, Mobile media spend was up
by +132% in 2012 compared to
2011, with search functionality
attracting the majority of the
expenditure.
Globally Newspapers are showing
the lowest growth of all media, a
decline of -2.6% is forecast for
2013 and - 2.1% in 2014. With
circulations, readership and
advertising revenue sliding,
publishers are focusing on the
digitalisation of print content which
is seeing demand from
consumers. Those media owners
who can successfully monetise
their digital platforms will be in a
stronger position.
Newspapers are the third most
popular medium globally with
+16.0% share (2013) considered a
vital medium by some categories
and also commanding significant
share in markets such as the
Nordics (+34.6% in Denmark,
+40.6% in Finland, +32.6% in
Norway, +29% in Sweden),
markets in APAC (+38.1% in India,
+41.9% in Malaysia, +45.9% in
Singapore), Latin America
(+33.5% in Argentina) and in the
Middle East.
Magazine advertising spends are
fairly stagnant at -0.1% this year
with a similar forecast for 2014.
Share of Magazine spend is
+8.2% decreasing to +7.8% in
2014.

7
Global % Share of Advertising Spend
2012 2013f 2014f
Television 43.4 43.1 42.9
Newspapers 17.1 16.0 14.9
Magazines 8.6 8.2 7.8
Radio 6.6 6.5 6.4
Cinema 0.6 0.6 0.6
Outdoor 7.0 7.1 7.3
Digital 16.6 18.3 20.0
Global Year on Year % Growth at Current Prices
2012 2013f 2014f
Television 2.9 (4.4) 3.0 (4.3) 4.4
Newspapers -5.3 (-2.8) -2.6 (-1.7) -2.1
Magazines -0.8 (1.0) -0.1 (1.7) -0.1
Radio 1.3 (3.9) 1.4 (4.5) 2.7
Cinema 9.2 (6.2) 5.6 (5.2) 5.6
Outdoor 6.1 (6.9) 5.0 (7.0) 7.1
Digital 15.5 (17.9) 14.4 (16.4) 14.5
Figures in brackets show our previous forecasts from Aug 12
SUMMARY
Moderate steady growth for the OOH sector
of +5% this year and +7.1% next year
driven by growth in digital OOH.
Radio is delivering steady but modest
growth of +1.4% this year and +2.7% in
2014. Share of total media spend for radio
is +6.5% this year and +6.4% in 2014.
Cinema although still from a low base,
+0.6% of total media spend, is showing
some good growth figures of +5.6% this
year and next, bolstered by digital
advancements making cinema more
accessible to advertisers than ever before,
with reduced production costs and
increased flexibility.

8
WESTERN EUROPE
9
AUSTRIA: DIGITAL IS WINNING
How is the advertising market
performing? What is the full year
forecast for the ad market in 2013 and
beyond into 2014?
After turning negative in Q1 2012 the
market has been alternating between good
and bad months. Finally, the market
closed with an overall growth of 2.7%
gross. On an estimated net basis +4.3%.
For the next couple of years we expect
there to be stagnation overall (2013: 0.1%,
2014: -1.2% net).

What was the affect of the London 2012
Olympics, UEFA Euro Football
Championship, US Presidential
Elections on advertising spend? Are
there any sporting, political events that
will affect ad spend this year, next year?
2013 will be a year of many elections in
Austria, which is expected to have a
positive affect on the Out of Home market
and Newspapers.

Briefly describe your market estimates
by Media what factors are driving
growth/decline?
Digital is winning +15% (2013), TV is
holding up well +1% and print is losing
Magazines -5% and Newspapers flat 0%.
Yet, the Austrian market is still domintated
by print, especially newspapers which have
a 37% share of total spend.
For Out of Home a new media currency
and a new market performance study was
introduced, which has caused major ripples
within planning and on the client side.
If/how this will affect OOH spending is not
yet clear.

What is the performance by key
Category?
Services and Retail are growing. With
Retail the rise of online shopping ads is to
be noted as well as the fierce competiton in
the supermarket sector.

How do you see the media landscape
changing in the next three years? What
are the challenges and opportunities for
advertisers?
The main threat to the Austrian media
market on the publishing side is the entry
of global digital players which will affect
spending in Austria as it will drain
advertising money from the Austrian media
market.
On the consumer side the distribution rate
of smartphones is reaching the 75% mark
by summer (total churn rate of mobile
phones in Austria is 50% per year and the
total penetration is above 140 %) which will
change the way people behave in their
media consumption. Unfortunately there is
no serious mobile measurement system
yet.

In a stagnating
market, mobile
the biggest
opportunity
AUSTRIA
Services Retail
Finance
Media
Autos
Cosmetic
& Pharma
Food
Tourism
House &
Garden
Comm/IT
-5%
-3%
-1%
1%
3%
5%
7%
0 200 400 600 800 1,000
Top 10 Categories
2013f
EUR
Million
2012f vs.
2011
YOY%
Services 567 +4,0
Retail and Mail order 296 +3,5
Finance 265 +2,2
Media 250 +2,4
Automotive 225 -2,3
Cosmetic + Pharma 219 +1,4
Food 199 -1,0
Tourism 199 +2,0
Home and Garden 198 -0,5
Communication / IT 151 2,0
2013 Gross Spend (EUR Million)
10
TELEVISION
The TV market in Austria is becoming more
competitive. SevenOneMedia is the most
active player in the market, starting new
stations (Puls4, Sixx) and getting into the
production business (Austrias next
topmodel, news shows, Champions
League). Also new stations have been
started by the public channel ORF (ORF
Sport, ORF3) and ATV (ATV2, Tele5).
On a technical side: the market is working
to integrate online viewing of all kinds into
performance measurement.

DIGITAL
The Austrian digital market is still highly
fragmented and competitive, though
growing strongly. Last year instream video
was the main issue within digital. The focus
is shifting towards RTB and more elaborate
targeting / crossmedia solutions. The entry
into the market of big global players is
expected which will put Austrian publishers
under strong pressure.

MOBILE
Austria is a very mobile oriented country.
Mobile Phone penetration of 140%,
Smartphone penetration at ~60% and
Tablets used by ~10 % of all Austrians.
Unfortunately, measurement for mobile is
still lacking and also the spend is still
moderate. The market continues to be
convinced that mobile is the up and coming
opportunity for marketers to increase their
business with the ability to contact
consumers directly.

PRESS
Print has been hit the hardest by the
economic turmoil as well as competition
from digital media to which no solution
has been found yet. Dailies and regional
weeklies still make up the bulk of Austrian
ad spend, but the basis is eroding as
readership is slowly declining. In the past
few years it has been free dailies that have
supported the overall market figures.

OUTDOOR
A new OOH measurement (Outdoor Server
Austria) and pricing system (by contacts) is
causing a lot of changes in the market.
Planning by reach or OTS targets within
target groups is now possible (before only
by number of billboards). How this will
affect the market is still to be evaluated.

RADIO
Web-radio and streaming, although pushed
strongly by marketers is still an insignificant
part of the Austrian market. Radio is a very
stable segment.

CINEMA
Cinema introduced a new market study
showing the demographics of movies.
THE AUSTRIAN MARKET SHOWS INNOVATION UNDER PRESSURE FROM
DIGITAL AND GLOBAL PLAYERS
AUSTRIA
0.0
1.0
5.0
-5.0
0.0
15.0
1.0
0.1
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
MARKET AD SPEND BY MEDIUM 2013 VS.
2012 YEAR-ON-YEAR % CHANGE
22.8
4.5
37.0
22.5
6.6
6.3
0.4
SHARE OF AD SPEND BY MEDIUM 2013
Television Digital Newspapers
Magazines Outdoor Radio
Cinema
11
REGION: AUSTRIA
2010 2011 2012 2013f 2014f
Television
11.1 14.9 0.5 1.0 2.0
Newspaper
13.6 5.0 13.2 0.0 -5.0
Magazine
8.2 7.9 -6.6 -5.0 -3.0
Radio
1.8 -0.2 3.3 2.0 1.0
Cinema
11.5 -0.6 -7.1 0.0 0.0
Outdoor
-2.9 2.7 4.7 5.0 5.0
Digital
21.2 -11.8 29.3 15.0 10.0
Display
21.2 -11.8 29.3 15.0 10.0
TOTAL
9.8 6.8 4.3 0.1 -1.2
Advertising Expenditure Year on Year % Growth
2010 2011 2012 2013f 2014f
Television
21.8 23.4 22.6 22.8 23.6
Newspaper
34.7 34.1 37.0 37.0 35.6
Magazine
26.1 26.4 23.6 22.5 22.0
Radio
6.7 6.3 6.2 6.3 6.5
Cinema
0.5 0.5 0.4 0.4 0.4
Outdoor
6.5 6.3 6.3 6.6 7.0
Digital
3.7 3.1 3.8 4.4 4.9
Display
3.7 3.1 3.8 4.4 4.9
TOTAL
100 100 100 100 100
% Share of Advertising Expenditure by Medium
2010 2011 2012 2013 2014f
Television
412 473 476 481 490
Newspaper
656 689 780 780 741
Magazine
494 533 498 473 459
Radio
127 127 131 134 135
Cinema
9 9 9 9 9
Outdoor
123 127 133 139 146
Digital
70 62 80 92 101
Display
70 62 80 92 101
TOTAL
1,892 2,020 2,106 2,107 2,081
Advertising Expenditure in Local Currency million at current prices
2010 2011 2012 2013 2014f
Television
549 630 634 640 653
Newspaper
874 918 1,039 1,039 987
Magazine
658 710 663 630 611
Radio
169 169 174 178 180
Cinema
12 12 11 11 11
Outdoor
164 169 177 185 195
Digital
93 82 107 123 135
Display
93 82 107 123 135
TOTAL
2,520 2,690 2,805 2,807 2,772
Advertising Expenditure in US$ million
Exchange rate vs. US$ 0.75065
Source Focus MR (actual), Aegis Media Estimation (net)
Are the figures before (gross) or after (net) negotiated discounts? Net
Has agency commission been deducted from the figures? No
AUSTRIA 12
BELGIUM: CHALLENGED IN 2012 AND 2013, NEXT YEAR SHOULD SEE A
POSITIVE BOOST IN AD SPEND
beyond into 2014?
After a difficult year in 2012 when ad
spends stagnated, expectations were for a
recovery in 2013. This however does not
seem to have arisen. Even TV seems to
be suffering (-0.6% in 2012). There is a
deep hope that the coming months will be
subject to a new positive trend. 2014 will
be the year of a positive boost +2.1%,
2013 being a standby and transition period
year +1.2%.

The international or even European top
events tend not to impact the local
medium/small size markets, and so this is
the case in Belgium. Usually involving
global media deals the local media scene
does not see significant changes.

growth/decline?
Radio evolves positively thanks to its
reputation as a traffic builder, +4% growth
forecast for 2013 and 2014, while TV is
progressively questioned about its
efficiency, -0.1% forecast for 2013.
Newspapers are rather stable, +2%
forecast for 2013 and Magazines are not
doing well -2% - which is a global trend and
limited by their digital content & marketing
initiatives. Cinema meets a new progress
thanks to a renewed interest due to its
digitalization effect, +1.5% in 2013, while
Out of Home remains stable, +2%
expected in 2013. Last but not least, TV is
questioned in the plans but not in the
strategies, meaning the weight put on
campaigns is lightened but it keeps its
leadership position.

advertisers?
Advertisers will be bombarded by offers
and possibilities, so the challenge will be,
not about creativity and innovating in new
ways, but having relevancy and
consistency - choosing new options in
place of classical ones. The optimization of
the accountability of a campaign should
also evolve from a (lowest) cost per contact
up to a proven efficiency indication.

Culture
Retail
Food
Services
Transport
Personal
Care
Telecom
House
Equip.
House
Main
Health
-5%
-3%
-1%
1%
3%
5%
7%
9%
0 200 400 600 800 1,000

The challenge
will be to have
relevancy and
consistency

BELGIUM
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Culture, Tourism, Leisure,
Sports
862 1%
Retail 475 -4%
Food 455 2%
Services 428 3%
Transport 378 2%
Personal Care 270 1%
Telecom 161 -1%
House Equipment 151 5%
House Maintenance 91 6%
Health 74 3%
2013 Net Spend (EUR million)
13
TELEVISION
Sales houses are facing the digital era by
looking for new interactive opportunities
and cross media offers which will lead to
more and more media convergence
(second screen app/voting/). More than
30% of Televisions sold are connectable
and around 15% of Belgian households
possess one of these TVs but only a few
are using it because of their unbending
functionalities. Nevertheless, the more
user friendly it is, the more it will be used.
Commercial opportunities are therefore
growing but also for Catch up TV although
it remains niche. Year on year clutter on
the most powerful commercial channels
remains a reality which shows us that
advertisers are still investing in Television.
The TV investments stay rather stable vs.
2011 (-0.5%).
DIGITAL
Real Time Bidding is the hot topic of 2013
in terms of digital investment growth.
Which is interesting for agencys trading
desk (Amnet for Aegis Media).
Integration with traditional media as
marketers adopt multi-channel campaigns,
digital emerging as an effective support
medium for TV helping it be more relevant
and measurable. This reflection is clearly
driven by You Tube (its huge inventory and
resources). The main focus is then on its
digital incremental reach next to a
traditional TV campaign.
MOBILE
Smartphone penetration is a little bit under
30% and growing. Some digital news
editors affirm that up to 25% of their traffic
comes from mobile devices. But still, the
advertising investment on mobile devices is
extremely low due to the fact that many
advertisers dont have sites adapted to
mobile or mobile apps.
PRESS
Magazines suffering a slow decline, reach
(-2%) & circulation (-4%) but yet still
remains a very strong medium with a
potential reach of >90%.
Ad incomes continued to decline in 2012
(-5%) and the forecast is also negative.
Newspapers are also in slow decline,
circulations ( -3%) but reach increasing
(+3%) (>50%).
Nevertheless, ad revenues decreased in
2012 by 2%.
OUTDOOR
The outdoor market is still facing some
difficulties. Major media owners are trying
to find some solutions to limit the effects of
the current economic situation. For
instance, JCDecaux have introduced a
seasonal ratecard, with media costs
varying from 70% to 110% of year-1 official
ratecard. Its the first time an outdoor
media owner has introduced such a
seasonal price policy, which might lead
some competitors to adopt a similar system
in the future.
RADIO
Traditional mass media can be reassuring
for advertisers especially during economic
difficulties. Radio is a perfect example with
good growth in investments over the past
two years 11.5% and 4% in 2011 and 2012
respectively. Once again, the sales
houses are reacting to the digital growth by
offering new alternatives such as the
Audio Pre-roll during the launch of the
stations browser. The stake will be this
year to measure the multiple mobile
opportunities to listen to radio.
CINEMA
Brightfish (Belgiums unique cinema media
provider) was recently bought by Kinepolis
Group. However this change should not
generate any major changes for the
market. Cinema is to follow a positive
trend both in terms of audience growth and
ad spends.
1.5
4.0
2.0
-2.0
2.0
4.5
-0.1
1.2
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
REAL TIME BIDDING THE HOT TOPIC IN 2013
41.4
6.0
21.8
7.3
8.7
13.8
1.0
Cinema
BELGIUM 14
REGION: BELGIUM
2010 2011 2012 2013f 2014f
Television
13.4 2.8 -0.6 -0.1 0.4
Newspaper
5.2 -0.9 -2.1 2.0 2.0
Magazine
5.3 -7.7 -4.7 -2.0 7.0
Radio
11.4 11.5 4.0 4.0 4.0
Cinema
4.0 19.2 6.5 1.5 4.5
Outdoor
2.4 15.7 1.7 2.0 1.6
Digital
31.3 12.5 6.3 4.5 4.3
TOTAL
10.2 3.7 0.0 1.2 2.1
2010 2011 2012 2013f 2014f
Television
42.5 42.2 41.9 41.4 40.7
Newspaper
23.1 22.1 21.6 21.8 21.7
Magazine
8.9 7.9 7.6 7.3 7.7
Radio
12.0 12.9 13.4 13.8 14.0
Cinema
0.8 0.9 1.0 1.0 1.0
Outdoor
7.6 8.5 8.7 8.7 8.7
Digital
5.1 5.5 5.8 6.0 6.1
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
1,414 1,454 1,446 1,445 1,451
Newspaper
768 761 745 760 775
Magazine
297 274 261 256 274
Radio
399 445 463 482 501
Cinema
26 31 33 34 35
Outdoor
254 294 299 305 310
Digital
168 189 201 210 219
TOTAL
3,326 3,448 3,448 3,491 3,565
2010 2011 2012 2013 2014f
Television
1,884 1,937 1,926 1,925 1,933
Newspaper
1,023 1,014 992 1,012 1,033
Magazine
396 365 348 341 365
Radio
532 593 617 641 667
Cinema
35 41 44 45 47
Outdoor
338 392 398 406 413
Digital
224 252 268 280 292
TOTAL
4,431 4,593 4,593 4,650 4,749
Source MDB
Are the figures before (gross) or after (net) negotiated discounts? Gross
BELGIUM 15
DENMARK: MOST ADVERTISERS REDUCED 2012 SPENDING
beyond into 2014?
The current financial concerns in Europe
and the uncertain global financial climate
have clearly affected media investments in
the Danish ad market and we are seeing
a tendency, where the development in
spend is going down quarter by quarter.
With the exception of 4th quarter 2012, ad
spending has decreased for the last 8
quarters in Denmark.
The first two months of 2013 have
indicated that the year probably will end
with less ad spending compared to 2012.
Accumulated figures for January and
February indexing at 89 vs. 2012 and
despite optimism for 2
nd
half 2013, we
predict a total decrease of at least 5%.

Are there any sporting, political events
that will affect ad spend this year, next
year?
The Olympics did not affect ad spend
particularly much as it partly took place on
public service channels. Also the UEFA
Euro 2012 football championship did not
have a significant affect.

There are no big events taking place in
2013.

growth/decline?
Especially digital medias are increasing
share of spend. The whole category
increases with 8%, and within the category
- search increase 15%. TV keeps its share
of spend (48%) despite price increases and
a sold out situation for most of 2012.
Dailies, weeklies and magazines are losing
share (-13%). The development within print
is closely correlated with last years
decrease in readers. Digital media
increasing share due to the fact, that these
media all are measurable and TV
maintaining share of ad spend. In
financially difficult years advertisers tend to
concentrate spend where they know it will
generate sales. We expect this trend to
continue.

Category?
The categories that are developing more
strongly in Denmark in 2012 are mobile
broadband, holiday and charity. The
categories that are decreasing the most
are mobile telephone and the TV industry.
advertisers?
The challenges advertisers face in the
coming years will relate to the information
overload consumers face. Therefore,
personalized and high quality message
content will be vital.
Opportunities for advertisers will be related
to digital advertising and mobiles
(smartphones and tablets). Consumers are
increasingly spending their time in an
online environment, especially in the social
media space. Also search engine
advertising is expected to increase its role
in the future with consumers carrying their
smartphones with them where ever they
go.

Personalized and
high quality
message content
will be vital
DENMARK
Mixed
Advertising
Travel &
Transport
Other retail
Furnishing
Clothing
Electronics,
IT &
Telecoms
Means
Money
Food
Personal
care
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
0 1,000 2,000 3,000 4,000 5,000
2013 Net Spend DKK million
Top 10 Categories
2013f
Net DKK
Million
2012f vs.
2011
YOY%
Mixed advertising 3.750 -6%
Electronics, IT & Telecoms 2.324 -9%
Travel & transport 1.900 4%
Means 1.314 -1%
Other retail 1.308 4%
Money, Capital & Insurance 742 -6%
Furnishing 680 -13%
Food 618 -12%
Clothing 588 -4%
Personal care 565 -6%
16
TELEVISION
In 2011 advertisers increased their
spending by 11% which resulted in sold out
situations for many months. In 2012 TV-
stations were very often sold out despite
spending decreases of 5%. Commercial
PUT levels decreased significantly and was
one of the primary reasons for the sold out
situation. 2013 forecasts predict that the
tendency from 2012 with increased TV
prices and sold out situations will continue.
The first two months of the year prove the
negative forecast with the TV-market down
13%.

DIGITAL
Online is known as the second biggest
media group in 2012. This position has
been achieved through a 8% increase in
spending vs. 2011. Search still clearly
being the strongest category within online
(+15% vs. 2011). We continue to see a
polarization of online buying towards more
premium placements and are experiencing
an increase in more efficient and intelligent
usage of media (e.g. behavioral TG).

PRESS
The situation is still tough for the whole
print category. Newspaper spending in
2012 was down 15% vs. 2011 and
magazines 10%. Readership declines as
well and most of the publishers are fighting
with the transformation of making digital a
profitable business model. The first two
months of 2013 have started as expected -
a decrease in spending in dailies (-22% vs.
2012) and in magazines (-9%) continue.

OUTDOOR
Outdoor decreased in 2012 with 13% lower
ad spend than in 2011 and 2013 has also
started in the same direction. Most likely
2013 will end with a decrease in spending
around 10%.

RADIO
After a 2011 with a 47% increase in ad
spend, we experienced a more normalized
radio market in 2012 with a 2% decrease in
spending. In 2013 we have started to see
the consequences of the take over of
Radio100 (bought by SBS radio), which
has resulted in significant price decreases.
The Danish radio market is now close to
being a monopoly with a 80% share.
CINEMA
Cinema had a very good year in 2012. An
increase of 17% vs. 2011 and also a great
start in 2013 with 16% in the first two
months, with signals that this will continue.
ADVERTISERS CONCENTRATING SPEND WHERE THEY KNOW IT WILL
GENERATE SALES
DENMARK
5.0
2.0
-2.0
-10.0
-10.0
5.0
-5.0
-5.0
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
19.8
27.5 34.6
7.2
5.2
2.5 1.0
Cinema
17
REGION: DENMARK
2010 2011 2012 2013f 2014f
Television
5.0 11.0 -5.0 -5.0 -2.0
Newspaper
-3.0 0.9 -15.0 -10.0 -3.0
Magazine
-7.0 -2.0 -10.0 -10.0 -3.0
Radio
-8.0 47.0 -2.0 2.0 3.0
Cinema
4.0 -9.0 17.0 5.0 2.0
Outdoor
16.0 -7.0 -13.0 -2.0 -2.0
Digital
16.0 8.0 6.0 5.0 3.0
TOTAL
2.7 4.2 -4.5 -5.0 -3.0
2010 2011 2012 2013f 2014f
Television
18.7 19.9 19.8 19.8 20.0
Newspaper
42.4 41.1 36.5 34.6 34.6
Magazine
8.6 8.1 7.6 7.2 7.2
Radio
1.6 2.2 2.3 2.5 2.6
Cinema
0.9 0.8 0.9 1.0 1.1
Outdoor
6.2 5.5 5.0 5.2 5.2
Digital
21.7 22.4 24.9 27.5 29.2
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
2,043 2,268 2,154 2,047 2,006
Newspaper
4,632 4,674 3,973 3,576 3,468
Magazine
936 917 826 743 721
Radio
173 255 250 255 262
Cinema
95 86 101 106 108
Outdoor
676 629 547 536 526
Digital
2,364 2,553 2,706 2,842 2,927
TOTAL
10,919 11,382 10,870 10,327 10,018
2010 2011 2012 2013 2014f
Television
365 405 385 365 358
Newspaper
827 835 709 638 619
Magazine
167 164 147 133 129
Radio
31 45 45 45 47
Cinema
17 15 18 19 19
Outdoor
121 112 98 96 94
Digital
422 456 483 507 523
TOTAL
1,950 2,032 1,885 1,804 1,789
Source TNS GALLUP from 2002, Online spend Dansk Oplagskontrol
DENMARK 18
FINLAND: FORECAST FOR 2013 MORE POSITIVE +2.6%
beyond into 2014?
The Finland media market decreased
moderately -3% in 2012. Total media
spend declined last year despite growth in
digital advertising which increased 8.1%.
The forecast is slightly more positive for
2013 +2.6%.

The London 2012 Olympics and US
Presidential Elections did not have an
impact on advertising spend in Finland
since both of them were aired on non-
commercial channels. The UEFA Euro
Football Championships also did not have
a significant affect on advertising spend.
However the Ice Hockey World
Championship in May that was co-hosted
with Sweden provided a boost to ad spend
especially for TV and Print media. Finland
will co-host the Ice Hockey World
Championships again in 2013 which will
have a positive affect on advertising spend
in Q2.

growth/decline?
The economic downturn will continue in
2013 which will have an impact on media
spend in Finland. Moderate growth will
continue in all media. Digital advertising
spend is estimated to continue its growth
+6% this year and it is expected to drive
media spend in Finland along with TV ad
spend +4% forecast for 2013. Besides
social media, the proliferation of mobile
vehicles will impact on online advertising
spends in Finland this year.

Category?
The largest category Retail saw its media
spend decline in 2012 -2.5%. Also other
categories spend either declined or
remained unchanged in 2012 compared to
2011.

advertisers?
The challenges advertisers face in the
coming years will relate to the information
overload consumers face. Therefore,
personalized and high quality message
content will be vital.
Opportunities for advertisers will be related
to digital advertising and mobiles
(smartphones and tablets). Consumers are
increasingly spending their time in an
online environment, especially in the social
media space. Also search engine
advertising is expected to increase its role
in the future with consumers carrying their
smartphones with them where ever they
go.

FINLAND
The economic
downturn has
impacted media
spend in Finland
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Retail N/A -2.5%
Motor Vehicles and
Accessories
N/A -9.0%
Groceries N/A -3.0%
Hobbies and Sport N/A 0%
Medicine N/A -7.0%
Media and Publishing N/A 0%
Travelling and Traffic N/A -8.0%
Health and Beauty N/A -5.0%
Teleservices N/A -10.0%
Finance N/A -6.0%
19
TELEVISION
In 2012, TV ad spend decreased 1.1%
compared to 2011. As Finland hosted the
Ice Hockey World Championships the main
channels were sold out in May. There were
sold out situations also in August-
September the autumn period is typically
a high demand period.
In 2013 some minor channels will increase
their TV seasonality indices. In 2013 there
is to be a moderate price inflation 5% in
Finland and thus TV media spend is
expected to increase. In May 2013 Finland
will be the host country for the Ice Hockey
World Championships which will result in
fully booked situations on major channels.

DIGITAL
Mass penetration of smart phones and
tablets will drive growth in the digital ad
market. This will have an effect on
consumer behaviour (how and where
people spend time). Investments in rich
media, behavioral based marketing and
content first approach will be important in
the digital ad market in the future.
Traditional media will increasingly direct
digital media. It generates searches which
are done increasingly through smart
phones. The role of multi-channel narrative
will be emphasized as digital channels are
added to traditional campaigns more and
more.

MOBILE
In Finland the number of mobile vehicles
has grown explosively for the last few years
which has affected consumer behaviour.
Smart phones are in peoples hands when
they are on the move, which provides great
opportunities for search engine advertising.
Therefore, "think global, act local point of
view will be important in the future. Tablets,
for instance are increasingly used as a
replacement for laptops. Investments in
mobile app development will be vital for
advertisers in the coming years.

PRESS
Newspaper ad spend decreased by 7.2%
compared to 2011 with the digitalization of
newspapers shifting readers from printed
papers to online sites. Additionally, the
proliferation of tablets has shifted readers
from printed media to using tablet
applications. It is expected that in the
coming year this trend where readers
prefer online formats over printed papers
will continue.
OUTDOOR
The role of digital OOH is expected to rise
in the future. Especially, investments in
digital OOH are expected to grow and new
ways to implement OOH will be developed.
Despite the economic recession OOH is
expected to perform well as a
consequence of its point of sale solutions.

RADIO
Traditional radio listening has shifted to
the Internet and mobile radio listening
because of smartphones, tablets and
laptops.

CINEMA
Cinema advertising declined in 2012 by
19.2%. In 2013 it is expected to stagnate
because of the economic situation.
BESIDES SOCIAL MEDIA, THE PROLIFERATION OF MOBILE VEHICLES WILL
IMPACT ON ONLINE ADVERTISING SPENDS IN FINLAND THIS YEAR
FINLAND
0.0
1.0
1.0
1.0
1.0
6.0
4.0
2.6
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
21.8
19.0
40.6
11.0
3.3
4.2 0.2
Cinema
20
REGION: FINLAND
2010 2011 2012 2013f 2014f
Television
12.2 6.5 -1.1 4.0 6.1
Newspaper
3.1 3.7 -7.2 1.0 1.0
Magazine
-2.2 2.0 -7.0 1.0 1.0
Radio
4.0 10.0 -3.1 1.0 1.0
Cinema
20.8 -10.3 -19.2 0.0 0.5
Outdoor
6.9 13.2 -0.7 1.0 2.0
Digital
14.7 7.9 8.1 6.0 8.0
Display
28.5 16.0 15.1 6.0 8.0
Search
4.1 0.2 0.5 6.0 8.0
TOTAL
6.1 5.3 -3.0 2.6 3.5
2010 2011 2012 2013f 2014f
Television
20.8 21.1 21.5 21.8 22.3
Newspaper
43.7 43.1 41.2 40.6 39.6
Magazine
12.0 11.6 11.2 11.0 10.7
Radio
4.1 4.3 4.2 4.2 4.1
Cinema
0.2 0.2 0.2 0.2 0.2
Outdoor
3.0 3.2 3.3 3.3 3.2
Digital
16.1 16.5 18.4 19.0 19.9
Display
7.8 8.6 10.2 10.6 11.0
Search
8.3 7.9 8.2 8.5 8.8
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
266 283 280 291 309
Newspaper
559 580 538 543 548
Magazine
154 157 146 147 149
Radio
52 57 55 56 57
Cinema
3 3 2 2 2
Outdoor
39 44 43 44 45
Digital
206 222 240 255 275
Display
100 116 134 142 153
Search
106 106 107 113 122
TOTAL
1,278 1,345 1,305 1,338 1,385
2010 2011 2012 2013 2014f
Television
354 377 373 388 412
Newspaper
744 772 716 723 731
Magazine
205 209 194 196 198
Radio
69 76 74 75 75
Cinema
4 3 3 3 3
Outdoor
51 58 58 58 59
Digital
275 296 320 339 367
Display
133 155 178 189 204
Search
141 142 142 151 163
TOTAL
1,702 1,792 1,738 1,783 1,844
Source TNS GALLUP
Are the figures before (gross) or after (net) negotiated discounts? Net Net
Has agency commission been deducted from the figures? Yes
FINLAND 21
FRANCE: AD MARKET STABLE
beyond into 2014?
Our forecast for the 2012 advertising
market in France has been revised down to
-3.6% compared to 0% previously forecast
in August 12. For 2013, the advertising
market will be stable -0.4%. Due to
uncertain economic trends, it is difficult to
forecast how the market will perform in
2014, however currently our forecast is for
a return to positive growth +0.7%.

Two main events affected the 2012
advertising market.
- In a positiveway, the Olympics and the
UEFA Euro Football Championships
(+2/3%).
- Adversely, the French Presidential
Elections and multiple public holidays
negatively affected Mays ad spends (-
10%) in 2012.
In 2013, no special events are expected to
affect ad spend evolution.

growth/decline?
Always a positive trend for digital ad
spends around +5%. We forecast a slight
decrease for all other media except
perhaps radio as a media business
booster.

Category?
In 2012, Retail and Automotive were the
first two categories with a positive ad spend
evolution, while Banking and Telecoms
declined
In 2013, Retail, Food, Personal Care
should remain stable. Automotive with
economic crisis impact will be less
invested. Telecoms will take advantage of
the 4G launch.

advertisers?
The digital media landscape is already a
reality. Mainstream media have covered
much ground in the digital revolution and
provide consumers with enriched content
across digital devices: replay, connected
TV, social TV (rise of social, experiential,
interactivity, store digitalization).
In front of an empowered customer, this
new media landscape, with new
technologies, allows brands to engage with
their consumers thanks to a new kind of
relationship.
Retail
Cars
Culture
Food
Beauty
care
Bank/Ins.
Media
Telecoms
Clothes
Services
-2%
-2%
-1%
0%
0%
1%
1%
- 1.0 2.0 3.0 4.0 5.0

Ad spend
evolution linked
to Europes
economic
situation
FRANCE
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Retail 4,103 -0,2%
Cars 2,966 -0,5%
Culture/Leisure 2,349 -0,6%
Food 2,312 -1,4%
Beauty care 2,024 -1,5%
Bank/Insurance 1,821 -0,3%
Media 1,695 -1,6%
Telecoms 1,598 -0,4%
Clothes 1,453 -1,5%
Services 1,301 0,0%
22
TELEVISION
In 2012, 4+ individuals TV viewing time
established a new record, at 3h50 per day.
Various sport events helped this overall
audience growth. Same trend for 2013,
with audiences in good health.
Television contributed around 34% to net
2012 ad spends.
In 2013, TV ad spends should lightly
decrease, the major issue will be how the 6
new free DTT channels will find their place
in a very competitive market (audience and
ad spends), and how the growth of
connected TV equipment will impact the
traditional approach of both contents and
advertising. The 2nd screen seems to be
favoured when it comes to interacting with
TV content/ads.
DIGITAL Display, Search, Online
Video, Social Media.
In 2012, the number of internet users
keeps on growing (77% +5pt) as well as
Social and video usages. We expect the
same trend for 2013. Each digital ad spend
category has increased in 2012: search
(+7%), display (+5%), mobile (+30%).
Videos, social networks and special
campaigns have had a strong impact on
the digital ad market this year. In
2013,digital will lead multi channel
campaigns also as a complementary
support for TV, Radio and Press. We
forecast a positive ad spend evolution
again (+5%).
MOBILE
In 2012, 22.3 million people are connected
to the internet through their mobile phones.
They represent 52% of mobile phone
users. The mobile advertising market is
booming in 2012: 48 millions (+30%)
have been invested; however the market
remains under-exploited. 2013 will be
boosted by M- commerce and mobile
couponing.
PRESS
Press digital expansion is now under way
and 2012 showed the print digital
advancement and how well print and the
various digital devices compliment each
other in terms of audience and reader
profile. Paper press net ad spends
decreased in 2012, but digital press ad
spends are increasing. This trend will be
the same in 2013. To note: important print
launches are expected in 2013 with for
instance the Vanity Fair French edition.
OUTDOOR
Negative ad spends trend in 2012. Retail,
the first OOH sector, decreases by 12% as
well as telecommunications (-31% ). We
dont expect the overall OOH market to
grow in 2013, and we witness more and
more short term bookings many
opportunities in all environments.
Nevertheless, with a two digit growth,
DOOH keeps expanding with a significant
progression in the Parisian metro, in
railway stations, in shopping malls.
RADIO
Radio audiences are still growing with
82.4% of cumulative audience,a listening
time of 2h55 on an average day 2012.
No major audience flow for 2013.
2012 ends nearly stable in net ad spends:
retail is still leading the radio ad spends
with a share of 32%, the 2nd sector
automotive increases at 13.2% (+23.6%).
We expect a year as good or even better
than 2012 in 2013.
CINEMA
After an exceptional year in 2011
(Intouchables effect), movies tickets
decreased by 5.9% to 204 million in 2012.
Good results compared to 193.million per
year over the last ten years. Theatre
digitalization is done 2012 ad spends
represents 1% of total stable. We
forecast a slight decrease for 2013.
-4.5
1.5
0.0
-3.0
-3.0
5.4
-2.0
-0.4
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
DIGITAL ALSO A COMPLEMENTARY SUPPORT FOR TV, RADIO AND PRESS
CAMPAIGNS
33.5
19.9
12.2
13.9
11.6
7.8
1.1
Cinema
FRANCE 23
REGION: FRANCE
2010 2011 2012 2013f 2014f
Television
11.2 1.6 -4.7 -2.0 1.5
Newspaper
-4.5 -9.5 -13.5 -3.0 -3.0
Magazine
3.1 -1.1 -4.6 -3.0 -2.0
Radio
4.8 0.5 0.5 1.5 1.0
Cinema
16.9 16.7 4.8 -4.5 -5.0
Outdoor
5.4 1.3 -6.0 0.0 -2.0
Digital
10.1 14.4 7.1 5.4 5.4
Display
12.0 14.0 5.4 4.9 4.5
Search
9.1 10.8 7.3 5.0 5.0
Mobile
29.7 20.8 25.0
TOTAL
6.0 1.4 -3.6 -0.4 0.7
2010 2011 2012 2013f 2014f
Television
34.4 34.4 34.0 33.5 33.8
Newspaper
15.6 13.9 12.5 12.2 11.7
Magazine
14.8 14.5 14.3 13.9 13.6
Radio
7.4 7.4 7.7 7.8 7.8
Cinema
0.9 1.0 1.1 1.1 1.0
Outdoor
11.9 11.9 11.6 11.6 11.3
Digital
15.0 16.9 18.8 19.9 20.8
Display
5.4 6.1 6.6 7.0 7.2
Search
9.6 10.5 11.7 12.3 12.8
Mobile
0.4 0.5 0.6 0.7
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
3,441 3,496 3,332 3,265 3,314
Newspaper
1,562 1,413 1,222 1,185 1,150
Magazine
1,485 1,469 1,401 1,359 1,332
Radio
744 748 752 763 771
Cinema
90 105 110 105 100
Outdoor
1,188 1,204 1,132 1,132 1,109
Digital
1,500 1,716 1,838 1,937 2,042
Display
540 616 649 681 712
Search
960 1,064 1,141 1,198 1,258
Mobile
37 48 58 73
TOTAL
10,010 10,151 9,787 9,746 9,817
2010 2011 2012 2013 2014f
Television
4,584 4,657 4,439 4,350 4,415
Newspaper
2,081 1,882 1,628 1,579 1,532
Magazine
1,978 1,957 1,866 1,810 1,774
Radio
991 996 1,002 1,016 1,027
Cinema
120 140 147 140 133
Outdoor
1,583 1,604 1,508 1,508 1,478
Digital
1,998 2,286 2,449 2,580 2,720
Display
719 820 865 907 948
Search
1,279 1,417 1,520 1,596 1,676
Mobile
49 64 77 97
TOTAL
13,335 13,523 13,038 12,984 13,078
Source IREP + SRI-Capgeminy for search / Aegis Media Expert forecasts
FRANCE 24
GERMANY: AD MARKET WILL STRUGGLE HARD TO GROW IN 2013
beyond into 2014?
Due to the still on-going Euro crisis
advertisers acted more reluctantly in 2012
than expected. While the economy is
forecast to recover slightly in Spring 2013
the ad market will struggle hard to grow this
year. Currently adspends are expected to
stagnate. For 2014 more stabilisation is in
sight, but still only a moderate increase.

The year 2013 will be a quiet one regarding
sporting events: no olympic games, no
soccer championships. But there will be
some federal state elections and then in
9/13 the national election for the German
Bundestag which will lead to increasing
campaign advertising from the relevant
parties.

growth/decline?
Online and TV will stay the key drivers in
the advertising market despite significantly
reduced growth. Radio and outdoor can
adapt to digital possibilities and are
expected to gain more ad investments. The
situation for print will stay tense, as
campaigns turn even more towards
digital/electronic media.

Category?
The top categories show unequal
developments with highest growth for
automotive, services, tourism and body
care. Mail order companies, finance, food
and beverage lost investments but the
latter two are expected to recover in 2013.
The media sector is still at the top of the
ranking and will stay there thanks to
moderate growth.

advertisers?
As media consumption habits are changing
especially concerning younger target
groups online will have a growing
importance. Media convergence will be a
relevant topic as the channels grow
together (e.g. catch-up TV, print apps).
Developing a suitable currency for the
performance of those new possibilities will
be one of the big challenges and at the
same time a good opportunity to improve
the quality of the performance data for
cross media activities.

Media
Convergence
GERMANY
Media
Retail +
mail order
Automobiles
& vehicles
Services
Food
Body care
Finance
Teleco.
Beverages
Tourism +
gastronomy
-4%
-2%
0%
2%
4%
6%
8%
0 1,000 2,000 3,000 4,000 5,000 6,000
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Media 4.473 3,0%
Retail + mail order 2.908 -2,5%
Automobiles & vehicles 2.320 6,5%
Services 2.059 4,1%
Food 1.976 -1,3%
Body care 1.875 -0,5%
Finance 1.463 1,3%
Telecommunication 1.196 1,2%
Beverages 1.101 1,7%
Tourism + gastronomy 969 4,1%
25
TELEVISION
After a considerably positive development
in the first 5 months of 2012 gross ad
expenditures declined or stagnated in the
following months. TV viewing is
continuously fragmenting and the winner
are smaller channels. Methodological
enhancements (IPTV) provide better
accountability but no real growth. Daily
viewing decreases in 2012. New
measurement methods are planned for
2013 to quantify video-streaming on
desktop computers and laptops.
DIGITAL
The positive development of internet
advertising continues. The video
advertising market is still increasing. Due to
the limited space in the in-stream market
we see a stronger growth in in-page-
videos. eCommerce remains also a steady
growth market. Real time bidding is
bringing more competition to the search
and display market. Quality initiatives tend
to up grade publishers' inventory to counter
the pressure on online revenue through
low-cost buying processes.
MOBILE
Mobile advertising market is growing and
all big sales houses set focus on mobile ad
marketing. The most important study for
German online usage (AGOF) shows
increasing mobile internet usage. (30,3%
unique mobile users (adults 14+) in 2012
II). Compared to the usage ad
expenditures are still undersized
technical restrictions and lacking planning
standards yet to be solved.
PRESS
Both, magazines and newspapers have
lost ad investments in 2012 and are not
expected to recover in 2013. A broad range
of new print objects and the competition
with online go at the expense of classical
titles. With the reache for print declining
publishers try to focus on new business
areas such as portfolio extensions,
corporate publishing and digitalisation of
print content. Newspaper publishers join
forces in order to make their medium more
attractive via special offers and easier
handling.
OUTDOOR
Out-of-Home has shown impressive growth
in 2011. In a weak economic environment,
2012 was a disappointing year, with Out-of-
Home gross ad spends flat and a
significant drop in net ad spend. Albeit
being challenged by fierce inter-media
competition again, the outlook for 2013 is
more optimistic. We are expecting a
moderate market ad spend increase,
stimulated by higher planning flexibility,
attractive new OOH media offerings and
the continuous increasing demand in digital
OOH.
RADIO
Spend increased furthermore in 2012.
While the number of listeners of online
radio also grows (+3 m since 2010 to 26 m
in 2012) advertisers are reluctant as there
is still no real currency. Thus, online radio
so far is mostly booked accompanying
classical advertising.
CINEMA
With a significant plus compared to the
year before cinema spend kept inclining.
2012 saw the highest ticket turnover ever
while 3D productions become an inherent
part of the movie range. There is an
increase of luxury cinemas and their
visitors; wealthy target groups are
especially interested in art house movies.
GERMANY
1.0
1.0
-3.8
-5.1
8.0
0.9
0.0
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
34.4
18.6
20.2
16.6
4.1
6.1
ONLINE AND TV WILL STAY THE KEY DRIVERS IN THE AD MARKET DESPITE
SIGNIFICANTLY REDUCED GROWTH
26
REGION: GERMANY
2010 2011 2012 2013f 2014f
Television
3.7 0.4 -0.1 0.9 1.5
Newspaper
-2.0 -2.0 -6.2 -5.1 -3.8
Magazine
0.3 0.3 -5.3 -3.8 -2.6
Radio
0.0 0.9 1.9 1.0 1.0
Cinema
n/a n/a n/a n/a n/a
Outdoor
1.9 1.5 -2.1 1.0 0.9
Digital
7.2 9.9 8.9 8.0 8.5
TOTAL
1.9 1.3 -1.0 0.0 1.0
2010 2011 2012 2013f 2014f
Television
34.1 33.8 34.1 34.4 34.6
Newspaper
23.2 22.5 21.3 20.2 19.2
Magazine
18.3 18.1 17.3 16.6 16.0
Radio
5.9 5.8 6.0 6.1 6.1
Cinema
n/a n/a n/a n/a n/a
Outdoor
4.1 4.2 4.1 4.1 4.1
Digital
14.4 15.6 17.2 18.6 20.0
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
4,449 4,468 4,464 4,504 4,572
Newspaper
3,031 2,970 2,786 2,644 2,544
Magazine
2,383 2,391 2,264 2,179 2,122
Radio
766 773 787 795 803
Cinema
n/a n/a n/a n/a n/a
Outdoor
540 549 537 543 547
Digital
1,882 2,068 2,253 2,433 2,640
TOTAL
13,051 13,219 13,092 13,098 13,227
2010 2011 2012 2013 2014f
Television
5,926 5,953 5,947 6,000 6,090
Newspaper
4,038 3,957 3,712 3,523 3,389
Magazine
3,175 3,185 3,016 2,902 2,827
Radio
1,020 1,029 1,049 1,059 1,069
Cinema
n/a n/a n/a n/a n/a
Outdoor
720 731 716 723 729
Digital
2,507 2,755 3,002 3,242 3,517
TOTAL
17,386 17,610 17,440 17,449 17,621
Source
Aegis Media estimation based on ZAW for Newspaper, Cinema,
Outdoor, Internet. Digital does not contain Search, Affiliate and
Mobile Advertising
GERMANY 27
GREECE: POSITIVE GROWTH IS FORECAST FOR 2014 +3.1%
beyond into 2014?
The negative economic environment and
the political turmoil in the country resulted
in a higher than anticipated drop in ad
spend in 2012 -18.7%. The drop is
expected to continue in 2013 at a
decreased rate though, but still double
digits -10.6%. The result of this continuing
drop has been dramatic for media
organizations, and the same holds for a
number of agencies. Positive growth is
forecast for 2014 +3.1%.

The 2012 Olympics affect has been
marginal and no significant events are
expected to have an affect in 2013 except
from the country economic developments.

growth/decline?
Within a general trend of significantly
decreasing ad spend, most media have a
considerable drop double digit - with the
exception of internet which grows by more
than 10%.

Category?
With the exception of Telecoms and
Financial Services with a major drop
already in 2011 - most other advertising
categories in 2012 have been heavily
affected (between 10% and 25% drop).
The categories which saw the most
significant decrease in media investments
in 2012, were Food, Automotive,
Clothing/Footwear and the State.

advertisers?
The major changes that are expected to
affect the media landscape in the next 2-3
years are:
a) business changes forced by the
negative financial situation of a
number of media organisations and
will lead to further media
consolidation-cooperation
b) growth of digital/mobile which will
change the media & communication
mix of many advertisers.
c) possible legal changes regarding
advertising taxation and media
commercial term changes.

Further media
consolidation-
cooperation
GREECE
Telecom
Food
Personal
Care
Retail
Autos
Finance &
Insurance
Drinks
Pharma
Clothing/Fo
ot
State
-20%
-15%
-10%
-5%
0%
5%
- 20 40 60 80 100
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Telecom 62 -11
Food 62 -9
Personal Care 54 -12
Retail 54 -14
Autos 32 -14
Finance & Insurance 29 -15
Drinks 22 -12
Pharma 14 -7
Clothing/Footware 11 -8
State 9 -10
28
TELEVISION
As in previous years, TV advertising spend
drops in 2012 (-19%) were widespread
across almost all advertising categories,
with the lowest decrease for Financial
Services. All TV stations faced
considerable financial difficulties and made
huge losses. MEGA CHANNEL remains
the strongest TV station in terms of viewing
share and ad revenues. The introduction
of the special TV Tax of 20% postponed for
2014.

DIGITAL
Digital is the only medium growing in recent
years. A further y-o-y increase of about
15% is forecast for the next couple of
years, as penetration and usage grow,
together with Greek content and new
forms of use (e.g. time-shifted TV
programme viewing, other video formats).
Social media and search continue to grow
fast, whilst youtube is expected to have an
even faster growth after the Greek youtube
introduction and more local content
becomes available.

MOBILE
Smartphone penetration is growing
reaching 20%, yet the main marketing use
of mobile platforms is mostly apps and not
mobile display or other uses. Still, a
significant growth is expected within the
next couple of years as smartphones and
tablet penetration increases.

PRESS
Print media and especially magazines
continued to suffer from significant
circulation and revenue drops in 2012 (over
25%). This has resulted in certain titles
and press houses discontinuing their
operation, others changing their ownership
structure, whilst all are proceeding with
huge cost cutting efforts. Digital spin-offs
are invested in and developed by most
publishers in an effort to shift revenue
dependence from print to digital.

OUTDOOR
Following a huge drop for OOH advertising
over the last 3 years (more than 80%), due
to: a) general advertising market drop and
b) a state intervention towards removing a
large number of sites that were not legal -
2012 is yet another negative year -10.5%.
Affichage the Swiss OOH Group left
the market and the specific market is not
expected to recover before a new legal
framework for its operation is developed
(expected in 2013).

RADIO
Despite the relatively low cost of Radio, its
short term sales effectiveness and a more
structured / consolidated market, which
have supported the medium in the past,
there has been a significant drop of more
than 50% over the last 3 years.

CINEMA
A further double digit drop in admissions,
the growth of digital and a marginal
advertising spending share, led the
medium to a serious crisis in 2012. It is still
not a monitored medium in terms of ad
spends and there is no relevant syndicated
research available.
DIGITAL THE ONLY MEDIUM GROWING IN RECENT YEARS
57.6
7.5
12.0
11.3
4.1
7.5
GREECE
0.0
-10.5
-13.0
-13.8
14.8
14,8
-10.6
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
29
REGION: GREECE
2010 2011 2012 2013f 2014f
Television
-17.2 -18.8 -18.6 -11.8 2.5
Newspaper
-12.6 -17.8 -21.6 -13.8 2.0
Magazine
-16.7 -20.0 -25.0 -13.0 -4.3
Radio
-15.2 -19.6 -22.2 -11.4 0.0
Cinema
n/a n/a n/a n/a n/a
Outdoor
-39.2 -39.5 -17.4 -10.5 17.6
Digital
25.0 20.0 12.5 14.8 16.1
TOTAL
-17.2 -18.9 -18.7 -10.6 3.1
2010 2011 2012 2013f 2014f
Television
58.2 58.3 58.4 57.6 57.2
Newspaper
12.8 13.0 12.5 12.0 11.9
Magazine
12.8 12.6 11.6 11.3 10.5
Radio
8.0 7.9 7.5 7.5 7.2
Cinema
n/a n/a n/a n/a n/a
Outdoor
5.4 4.0 4.1 4.1 4.7
Digital
2.8 4.2 5.8 7.5 8.4
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
410 333 271 239 245
Newspaper
90 74 58 50 51
Magazine
90 72 54 47 45
Radio
56 45 35 31 31
Cinema
n/a n/a n/a n/a n/a
Outdoor
38 23 19 17 20
Digital
20 24 27 31 36
TOTAL
704 571 464 415 428
2010 2011 2012 2013 2014f
Television
546 444 361 318 326
Newspaper
120 99 77 67 68
Magazine
120 96 72 63 60
Radio
75 60 47 41 41
Cinema
n/a n/a n/a n/a n/a
Outdoor
51 31 25 23 27
Digital
27 32 36 41 48
TOTAL
938 761 618 553 570
Source Media Services SA / Aegis Media Estimates
GREECE 30
IRELAND: TOUGH TIMES REMAIN BUT MARKET TO STABILISE
beyond into 2014?
The market continues to suffer from low
consumer confidence and a difficult macro
economic environment. 2012 saw an
overall market decline of 7.5%, the fifth
consecutive year of decline in the Irish
advertising market. Given the market is
down by 40% on 2008 levels we expect
things to finally stabilise and 2013 could
see a modest return to growth of 1% with
2014 seeing further growth of 4%. A return
to growth will depend on the wider
economic factors and how tough the
budget is and its impact on consumer
confidence.

2012 was another tough year and our
estimates are that the market fell in total by
7.5% last year. Some media faired worse
than others, print fell by 18% while TV and
outdoor fell by 7%. Olympics and Euro
2012 had a negative effect on the Irish
market. Irish success in either event was
limited and local advertisers generally
avoided the clutter of international activity
in the market. It is estimated that the
market was down 22% in the period July
27-Sept 10.

growth/decline?
Creative assets provided from UK and
European markets influence Irish Media
choices and continue to favour TV (up 3%
in 2013) and digital (up 16%). Digital also
driven by huge growth in performance
activity as DSP offerings roll-out in Ireland.
Press and Radio will show further declines
of -8% and -2% respectively this year.

Category?
Most categories saw advertising
expenditure decline in 2012, one of the
most notable being a decline in the Drinks
category (-21%). Retail had a relatively
strong year and given its importance for
most media owners, a small growth in 2013
will impact significantly. Motors may pick
up after a 7% decline last year given 2013
will see a new registration sytem in place
with registrations split into 2 halves, 2013-1
in January and 2013 2 in July.

advertisers?
The media landscape will shift from being
defined by traditional channels to an
integrated eco-system. Media owners are
beginning to re-structure along these lines,
particularly in press and radio where focus
has moved to their social and digital
assets. Movement from traditional
measurements of rate and inflation to real
performance measurements.
Retail
Entertainm
ent &
Media
Food
Finance
Telecomms
Gov.
Cosmetics
& Toiletries
Travel &
Transport
Motors
Drink
-5%
-3%
-1%
1%
3%
5%
7%
9%
0 50 100 150 200

Integrated eco-
system
IRELAND
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Retail 181,897,947 3%
Entertainment & Media 106,204,346 -3%
Food 71,979,356 5%
Finance 63,456,338 1%
Telecoms 62,992,230 1%
Government / Political 49,873,636 1%
Cosmetics & Toiletries 45,146,268 0%
Travel & Transport 43,499,766 1%
Motors 41,061,602 2%
Drink 42,007,890 6%
31
TELEVISION
Q1 got off to a very slow start on TV with
revenue down 4%. This was mainly driven
by FMCGs but performance was very
much varied by station and this pattern will
continue for the rest of 2013. The terrestrial
channels are hit with Digital switch over
(DSO) which has resulted in less impacts
as viewers have more and more choice.
This coupled with the fact that there arent
any big sporting/political events in 2013 will
effect what revenue they can take. On the
other side the satellite channels continue to
opt-out new channels to the Irish market
making more inventory available to
advertisers and allowing them to take
increased revenue share across the year.
Nielsen / TAM are becoming a lot more
active in the area of measuring extended
screen viewing. While this will be a slow
process and we wont have a consistent
AV currency to trade for a number of years,
by the end of 2013 we should have a
benchmark of what extended screen
viewing represents in the Irish market.

DIGITAL
Continued growth of social and mobile.
Polarisation of the market between high
value display integrations, benefitting local
Irish main-street publishers and
performance activity where benefit will be
widely dispersed. Growth of DSPs.

MOBILE
Smartphone penetration is estimated at
55% and growing at a quarterly rate of
3.6%. Mobile advertising spend is forecast
to grow from 5m in 2012 to 21m in 2016.

PRESS
The press market continues to decline , -
18% in 2012 and further -8% forecast in
2013. The market is undergoing significant
rationalisation with news organisations
looking at reduced titles and page numbers
and integration of print and online
structures.

OUTDOOR
Traditional OOH has declined in line with
the market (-7% 2012, -4% 2013 forecast)
however within the sector digital OOH is
forecast to grow by 18% in 2013.

RADIO
Many radio stations cannot survive as
stand alone media brands and the focus for
the next three years for radio brands is on
restructuring their offering to inetegrate
their social and digital assets.

CINEMA
Revenue has remained small but stable
based on strong admissions. By the end of
Q1 2013, 80% of screens will be digital.
0.0
-2.1
-3.9
-11.1
-8.4
15.8
3.0
1.3
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
CONTINUED GROWTH OF SOCIAL AND MOBILE
29.1
24.5
24.3
1.1
6.8
13.1
1.0
Cinema
IRELAND 32
REGION: IRELAND
2010 2011 2012 2013f 2014f
Television
-8.2 -6.8 -6.9 3.0 2.9
Newspaper
-15.7 -10.1 -18.1 -8.4 -0.6
Magazine
-4.5 -23.8 -43.8 -11.1 -12.5
Radio
-6.7 -10.2 -9.4 -2.1 2.1
Cinema
12.5 -22.2 0.0 0.0 14.3
Outdoor
-21.0 -14.1 -7.3 -3.9 2.0
Digital
11.3 21.3 16.0 15.8 10.8
Display
13.5 35.7 28.1
Search
19.7 5.5 2.6
Other
12.1 13.5 2.4
TOTAL
-9.3 -5.8 -7.5 1.3 3.8
2010 2011 2012 2013f 2014f
Television
28.8 28.5 28.7 29.1 28.9
Newspaper
31.8 30.3 26.8 24.3 23.3
Magazine
2.6 2.1 1.3 1.1 0.9
Radio
14.5 13.9 13.6 13.1 12.9
Cinema
1.1 0.9 1.0 1.0 1.1
Outdoor
7.9 7.2 7.2 6.8 6.7
Digital
13.3 17.1 21.5 24.5 26.2
Display
4.8 5.9 7.9 9.8
Search
8.0 10.3 10.7 10.6
Other
4.3 5.2 5.9 5.8
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
234 218 203 209 215
Newspaper
258 232 190 174 173
Magazine
21 16 9 8 7
Radio
118 106 96 94 96
Cinema
9 7 7 7 8
Outdoor
64 55 51 49 50
Digital
108 131 152 176 195
Display
37 42 57 73
Search
61 73 77 79
Other
33 37 42 43
TOTAL
812 765 708 717 744
2010 2011 2012 2013 2014f
Television
312 290 270 278 286
Newspaper
344 309 253 232 230
Magazine
28 21 12 11 9
Radio
157 141 128 125 128
Cinema
12 9 9 9 11
Outdoor
85 73 68 65 67
Digital
144 175 202 234 260
Display
49 56 76 97
Search
81 97 103 105
Other
44 49 56 57
TOTAL
1,082 1,019 943 955 991
IRELAND
Source Carat Estimates
33
Media are even
more integrated
ITALY: FORECAST FOR 2013 IS FOR A LOWER RATE OF DECREASE
-4.8%
beyond into 2014?
Advertising expenditure for 2012 has been
much more negative than expectations, -
12.7% vs. 2011. Reasons for this are the
economic breakdown with the higher than
expected decrease in GDP (-2.2%) since
2010.
Forecast for 2013 is for a lower rate of
decrease -4.8% due to high expectation in
the political elections and for a better global
economic situation.
Our anticipation for 2014 is for a steady
situation +0.4% vs. 2013, with an increase
for Television and Digital.

The first half of 2012 has been better than
the second one, but sports events have not
been helpful for advertising expenditure.
Q3 and Q4 closed at -18% vs. 2011.
No sports events will affect advertising
expenditure this year.

growth/decline?
The advertising market is made up of two
big areas: digital media (DTT&SAT
channels and Digital) and traditional
media (traditional TV channels, Press,
Radio & Cinema).
So we expect a growth for digital media
(+9.5% vs. 2012) vs. a decrease for
traditional ones (-10% vs. 2012).

Category?
A decline is estimated for the main
categories: Automotive -11%, Food -7.6%
and Telco at -4.5% vs. 2012. We forecast
a rise for Leisure and Tourism/Travels.

advertisers?
Media are even more integrated and
content driving media fruition.
Technology developments are allowing the
introduction of many more ways of
planning, leveraging cross media special
projects and branded content in order to
negotiate cross-platform deals.

ITALY
Automotive
Food
Telco
Clothing
Media
Finance
Trade
Personal
Care
Beverages/
Alcoholics
Pharma.
-15%
-10%
-5%
0%
5%
10%
0 200 400 600 800 1,000
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Automotive 858.8 -11
Food 886.3 -7.6
Telco 652.9 -4.5
Clothing 468.4 -5.0
Media/Publishing 468.0 -0.7
Finance/Insurance 381.6 -3
Trade 368.2 -4
Personal Care 336.3 -8
Beverages/Alcoholics 309.5 -10
Pharmaceutical 335.2 3
34
TELEVISION
Television suffers a dramatic reduction in
demand with a high amount of unsold
inventory. Sales houses introducing cross
media offers and packages to recover
revenue: Publitalia80 and Digitalia08 offer
integrated commercial sales while Sipra,
with a change in top management, is more
flexible and open to the market.

DIGITAL
High expectation for digital (+10.8% vs.
2012) thanks to online video fruition and
the synergy of planning with other
traditional media.
Our expectations are for +54% growth in
Video, +12% for Social and +9% for
Search.
Technology allows the introduction and
leverage of big data through Real-time
bidding.

MOBILE
Mobile is a strength for Digital media. We
forecast a +26% growth vs 2012 thanks to
higher penetration of Smartphone owners
(51% of mobile users).

PRESS
Negative expectations for Press (-13.9%
vs. 2012). In 2013 ADS will be able to
detect digital issues in order to allow the
market to understand the impact of digital
readership.

OUTDOOR
A double digit decrease for OOH: -18% vs.
2012. High expectations in the digital arena
thanks to technology development that can
be helpful: QR codes, NFC and
applications for mobile.

RADIO
A strong decrease for this media, -8.4% vs.
the previous year. Leveraging the new
system offered by Eurisko, some sales
houses increased rates. So this new
situation has not been able to boost Radio
expenditure. In 2013 maybe a new
proposal, by Ipsos, will be used to measure
Radio listeners.

CINEMA
Cinema is estimated to decline by -19.6%
in 2013 due to a reduction in cinemagoers.
-20.9
-8.1
-17.3
-13.5
-13.4
10.8
-4.7
-4.8
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
HIGH EXPECTATION FOR DIGITAL THANKS TO ONLINE VIDEO FRUITION AND
THE SYNERGY OF PLANNING WITH OTHER TRADITIONAL MEDIA
51.2
19.7
10.1
8.2
5.0
5.5
0.4
Cinema
ITALY 35
REGION: ITALY
2010 2011 2012 2013f 2014f
Television
7.4 -2.6 -15.0 -4.7 2.1
Newspaper
-3.2 -8.1 -19.0 -13.4 -9.7
Magazine
-6.7 -3.6 -18.3 -13.5 -9.2
Radio
4.6 -10.5 -10.2 -8.1 -4.8
Cinema
12.2 -25.5 -18.7 -20.9 -8.7
Outdoor
1.5 -11.8 -16.5 -17.3 -13.0
Digital
15.7 16.9 12.7 10.8 10.2
Display
27.9 9.4 7.6 2.6 1.8
Search
5.3 23.9 9.9 9.1 6.9
Rich Media
103.4 33.1 2.6 -26.2 -36.3
Social Media
25.0 13.7 10.4 11.8 12.0
Mobile
15.0 18.5 23.2 26.0 25.0
Other
2.1 0.8 1.0 4.0 0.7
TOTAL
4.7 -2.5 -12.0 -4.8 0.4
2010 2011 2012 2013f 2014f
Television
53.0 52.9 51.1 51.2 52.1
Newspaper
12.8 12.1 11.1 10.1 9.1
Magazine
9.8 9.7 9.0 8.2 7.4
Radio
6.0 5.5 5.6 5.5 5.2
Cinema
0.7 0.5 0.5 0.4 0.4
Outdoor
6.7 6.1 5.8 5.0 4.3
Digital
11.0 13.2 16.9 19.7 21.6
Display
3.6 4.1 5.0 5.4 5.5
Search
4.1 5.2 6.5 7.4 7.9
Rich Media
0.5 0.8 1.5 2.4 3.3
Social Media
0.5 0.5 0.7 0.8 0.9
Mobile
0.5 0.6 0.9 1.2 1.5
Other
1.0 1.1 1.2 1.4 1.4
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
4,956 4,826 4,101 3,910 3,991
Newspaper
1,200 1,103 893 773 698
Magazine
915 882 720 622 565
Radio
564 505 453 416 396
Cinema
63 47 38 30 27
Outdoor
629 555 463 383 333
Digital
1,028 1,202 1,355 1,501 1,653
Display
341 373 402 412 419
Search
382 473 520 568 607
Rich Media
44 71 124 180 256
Social Media
44 49 55 61 68
Mobile
50 59 73 92 114
Other
98 99 100 104 104
TOTAL
9,354 9,119 8,023 7,635 7,665
2010 2011 2012 2013 2014f
Television
6,602 6,429 5,464 5,208 5,317
Newspaper
1,598 1,469 1,189 1,030 930
Magazine
1,219 1,174 959 829 753
Radio
751 673 604 555 528
Cinema
83 62 50 40 36
Outdoor
838 739 617 510 444
Digital
1,370 1,602 1,805 1,999 2,203
Display
454 497 535 549 558
Search
509 630 693 756 808
Rich Media
59 94 165 240 341
Social Media
58 66 73 81 91
Mobile
66 79 97 122 152
Other
130 131 133 138 139
TOTAL
12,462 12,148 10,689 10,172 10,211
Source Nielsen NMR WF - Upa - Assocomunicazione - Aegis Media Estimates
ITALY 36
NETHERLANDS: RECOVERY AROUND THE CORNER, BUT STILL SOME WAY
TO GO
beyond into 2014?
As always, the advertising market is tied to
economic developments here. The
inaugeration of a new cabinet formed by
Dutch Labour & the free market Liberals of
VVD also heralded a new anouncement of
austerity measures to meet European
budget limits. Consumer confidence
remains low, fuelled by depressing news
on the housing and labour markets. New
(limited) GDP growth is expected from Q3.
We expect a slighltly declining ad market in
general terms. Growth is found in the
digital corner, outperforming all other media
types combined in terms of % growth.
Pretty low growth for 2013 & 2014.

Of course a sporting year is always good
for advertising, but as in previous event
years we saw a shift in timing rather than
large on top growth. Also the very poor
performance & early elimination of the
Dutch soccer squad did not help. No big
sporting and political events in 2013. The
announced abdication of our Queen will
drive some extra spend but very neglible in
terms of total absolute spend.

growth/decline?
Everything is dependent on the forecast
economic growth. Exempt is Digital,
Cinema and OOH. Hurting is press, with
the end of the decline not in sight.

Category?
Top 5 categories still show growth 2012-
2013, with the best performances from
Retail & Transport. Hardest hit are Food &
Finance.

advertisers?
The ongoing digitalisation leads to further
fragmentation. Digital will continue to grow
adding layer upon layer with social, search,
RTB & display going strong. Opportunities
for advertisers come from the fact that it is
a buyers market for the foreseeable future.
The challange is to keep on reaching the
more critical consumer in sufficient weights
to make an impact. Recovery is inevitable,
but will be at a slower pace than we are
used to.

Stellar
performance
from digital
saves growth
NETHERLANDS
Retail
Tourism
Telcom ICT
Finance
Beverage
Transport
Personal
Care
Food
Media
Sport
-5.0%
-4.0%
-3.0%
-2.0%
-1.0%
0.0%
1.0%
2.0%
3.0%
- 500.0 1,000.0 1,500.0
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Retail 1.116 1,50%
Transport 605 1,60%
Tourism 582 0,50%
Personal care 435 1,70%
Telco 410 0,04%
Food 319 -2%
Finance 307 -3,50%
Media 312 1,90%
Beverages 245 1,6%
Sport & games 207 1,0%
37
TELEVISION
As such, TV remains a good performing
medium, but outside from the exceptional
crisis year 2009, it is the first time we see a
substantial drop in net spend. This is in
turn compensated by VOD, but still is
present and felt by the sales houses. Digi
TV penetration is 76% and growing. In
terms of sales houses, RTL is still going
strong and has the inventory. SBS is
steadily recovering and taking from STER,
which has no major sporting events this
year to lean on. Moreover they are hit by
government austerity measures due to take
place. In viewing terms theme channels
are growing at a 2% rate, causing overall
reach of main channels to drop 2% per
year in the next 2 to 3 years. Next to
traditional spot advertising, non spot
(branded content) tie ins & stand alone will
grow at a rapid rate.
DIGITAL
No surprises, Digital the medium with the
fastest overall growth rates, taking organic
growth and taking budget away from more
traditional media types. Real Time Bidding
is off to a flying start, Display remains
strong, Social , VOD, Search making a
impact and included in virtually every plan.
Consumers love it, and clients begin to get
the flavour. Big international sales houses
are dominating international deals.
MOBILE
65% smart phone penetration and growing.
4G rollout in 3 big operators this year
making the platform for advertisings more
and more enticing and accepted.
Smartphone = always on. Apps are the
rising star to engage with the consumer.
We expect rapid growth in the foreseeable
future.
PRESS
Circulation is under pressure and will
remain declining wirthout the bottom in
sight. Publishers are slashing titles, even
main stream household names are
disapearing off the market. Shift to digital
editions and circulation frequencies are
downsized, week to month, month to bi
monthly. Also new business models are
sought, saving for presents, presents in
weekend editions. Top 5 reach titles
unchanged, but not exempt from declining
ciculation & reach. Future looks bleak for
the coming years.
OUTDOOR
Relative stable year for OOH.
Consolidation will be the maximum
attainable, 2013 lacking large (sporting)
events to drive growth. Digital is key with
experience adding to consumer contacts,
this will drive growth for fieldmarketing.
Smaller campaigns but higher frequencies.
RADIO
It cannot be denied that times are difficult
for radio. Although digital listening is
growing, it also leads to fragmentation.
New hybrid audience measurments
including a fixed n=325 panel wearing
media watches increased accountablilty.
Listening time declined from 203 to 187
minutes per day. Still a slight growth in
terms of expenditures (+1,3% for 2013)
CINEMA
Milestone was reached, together with
Luxembourg, Norway & Hong Kong we are
fully digitised, i.e. all cinemas are digital,
thus securing the top spot worldwide. As
usual, pretty stable picture for this medium.
Top movies like Sky Fall and local hero
Alles is Famile, a sequal to the very
popular Alles is liefde attracked good box
office figures. Visits remained stable at
30.6 Million (+ 0,6). With an average ticket
price of 8,01 it is a relative cheap outing.
Will profit from digitisation, we forsee a
strong performance in the coming years,
despite limited in absolute terms.

14.5
1.3
0.6
-4.4
-6.0
8.6
1.6
1.1
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
DIGITAL REMAINS KEY AND NOW ATTRACTS BUDGET FROM ALL MEDIA
TYPES
25.5
31.4
21.8
11.1
4.1
6.0
0.2
Cinema
NETHERLANDS 38
REGION: NETHERLANDS
2010 2011 2012 2013f 2014f
Television
24.8 4.3 -2.1 1.6 2.6
Newspaper
-7.9 -8.6 -7.9 -6.0 -4.9
Magazine
-7.3 -6.3 -6.1 -4.4 -4.3
Radio
5.0 0.9 0.4 1.3 1.3
Cinema
15.2 -3.5 0.0 14.5 11.1
Outdoor
6.8 0.6 0.6 0.6 0.6
Digital
17.1 11.9 7.3 8.6 8.0
Display
47.3 11.3 6.0 9.8 10.5
Search
12.2 15.2 9.8 10.1 8.0
Rich Media
9.7 5.2 3.0 2.4 3.3
Other
4.0 3.8 3.7 3.6 6.9
TOTAL
5.9 0.8 -1.3 1.1 1.7
2010 2011 2012 2013f 2014f
Television
24.8 25.6 25.4 25.5 25.8
Newspaper
27.7 25.1 23.4 21.8 20.4
Magazine
13.2 12.3 11.7 11.1 10.4
Radio
5.9 5.9 6.0 6.0 6.0
Cinema
0.1 0.1 0.1 0.2 0.2
Outdoor
4.0 4.0 4.1 4.1 4.0
Digital
24.2 26.9 29.3 31.4 33.3
Display
7.7 8.5 9.1 9.9 10.7
Search
11.7 13.4 14.9 16.2 17.2
Rich Media
4.9 5.1 5.3 5.4 5.5
Other
0.7 0.7 0.7 0.7 0.8
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
975 1,017 996 1,012 1,038
Newspaper
1,091 997 918 863 821
Magazine
521 488 458 438 419
Radio
231 233 234 237 240
Cinema
6 6 6 6 7
Outdoor
158 159 160 161 162
Digital
954 1,068 1,146 1,245 1,344
Display
302 336 356 391 432
Search
460 530 582 641 692
Rich Media
192 202 208 213 220
Other
26 27 28 29 31
TOTAL
3,936 3,968 3,918 3,962 4,031
2010 2011 2012 2013 2014f
Television
1,299 1,355 1,327 1,348 1,383
Newspaper
1,453 1,328 1,223 1,150 1,094
Magazine
694 650 610 583 558
Radio
308 310 312 316 320
Cinema
8 7 7 8 9
Outdoor
210 212 213 214 216
Digital
1,271 1,423 1,527 1,659 1,790
Display
402 448 474 521 576
Search
613 706 775 854 922
Rich Media
256 269 277 284 293
Other
35 36 37 39 41
TOTAL
5,243 5,285 5,219 5,278 5,370
Source Nielsen/forecast AEGIS Insight
NETHERLANDS 39
NORWAY: PESSIMISTIC FOR START OF 2013, BETTER MARKET IN H2 2013
beyond into 2014?
IRM prognosis is a total ad market worth
19.5 billion NOK in 2012. This is growth of
0.4% vs. 2011. IRM are somewhat
pessimistic for the start of 2013, with
possibilities of a better market in H2 2013.
IRM prognosis for 2013 is 19.6 billion NOK,
an increase of 0.5% vs. 2012. 2014
expected to be stable and on the same
level as 2013.

The London 2012 Olympics was shown on
a non commercial station and in a very low
season for advertising so the effect was
small on advertising spend. UEFA Euro
Football Championship was in June and
this is a month were TV advertising is
normally sold out. There was a positive
effect on the viewing and some
sponsorship packages increased
advertising spend in June. The US
Presidential Elections had no significant
effect on the advertising volume in Norway.

growth/decline?
Newspaper: -5,4% - Still losing readership
to online.
TV: +4,1% - Still growth and limited
capacity.
Internet: +7,1% - Still growth, but lower
than before. Starting to become a more
mature market. Mobile, web-TV and search
with higher growth rate.
OOH: 0.4% - Digitalization, but not the
growth we expected for a long time.
Magazines: -4,3% - Continued growth ,
readership in interior and womens
magazines, but decrease in ad spend.
Radio: +3,8%. Stable market both in supply
and demand.
Cinema: -3,6% Structural changes in 2013
is expected to toughen the market.

Category?
Retail is by far the largest category in
Norway. 2013 in total is expected to be on
the same level as 2012. Car ad spend is
expected to decline due to a large
decrease in the European car market. The
car sales in Norway were however on an all
time high in 2012.

advertisers?
The consumers are getting more and more
digital in their consumption of media. We
expect online/mobile/tablets to be at the
forefront of growth in the coming years.
Print will continue to struggle with loss of
circulation and more emphasis on their web
platforms.

Retailers
Information
Groceries
Retail dealers
Data
Entertainment
Cars
HiFi products
Travelling
Cosmetics
-10%
-8%
-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
0 1,000 2,000 3,000 4,000 5,000 6,000
Print will continue
to struggle
NORWAY

Top 10 Categories
2013f
Net NOK
Million
2012f vs.
2011
YOY%
Retailers 5500 1%
Information 4000 -1%
Groceries 2700 0%
Retail dealers 2000 -1%
Data 1900 -4%
Entertainment 1700 -4%
Cars 2100 -7%
HiFi products 900 5%
Travelling 1400 7%
Cosmetics 1000 7%
2013 Net Spend (NOK million)
40
TELEVISION
The Norwegian TV market has experienced
strong growth in the last few years. The TV
stations are also experiencing several fully
booked periods. TV consumption has been
stable over the last few years 170-180
minutes per day. We expect that TV will
keep its momentum in 2013 and increase
turnover by 4.1%.

DIGITAL
Expectations are strong for 2013 with a
7.2% increase in turnover vs. 2012. This
makes online the %-growth winner in 2013.
The channel has seen very strong growth
over the last few years, but we are now
expecting a more stable and moderate
growth in the next few years.

MOBILE
Mobile revenues are growing rapidly
against a very modest base. The largest
media within mobile, VG, expects to double
turnover in 2013 vs. 2012. Norwegian
consumers are at the fore front of
smartphone usage in the world and usage
has increased rapidly and is expected to
continue in the coming years.

PRESS
The Norwegian press market is diverging.
We expect newspapers to continue to
struggle with a drop in turnover of 5.4% in
2013 while magazines are expected to
decrease by -2.5% in 2013 vs. 2012.
Newspapers are losing readership on
paper and gaining readers online, this
development is expected to continue.
Magazines have seen strong growth in
especially, interior and women's
magazines.

OUTDOOR
Outdoor is a media channel that we have
been waiting to fulfil its full potential for
some years and 2012 is expected to be a
stable year for outdoor with expectations of
0,2%. We expected 2012 to be a very
strong year for outdoor due to digitalization
of boards, but the growth has been
moderate so far.

RADIO
Aegis Media Norway estimates an increase
in turnover of 3.9% in 2013. Consumption
has been stable over the last few years
and the radio market is very stable also
when it comes to turnover changes.
CINEMA
Cinema visits were up 2% in 2012. We
expect cinema to have a 0.9% change in
turnover 2013 vs. 2012.
-3.2
3.9
0.2
-2.5
-5.4
7.2
4.1
1.0
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
ONLINE THE % GROWTH WINNER IN 2013
22.6
30.2
32.6
6.6
3.5
3.7
0.9
Cinema
NORWAY 41
REGION: NORWAY
2010 2011 2012 2013f 2014f
Television
9.5 10.5 6.6 4.1 1.3
Newspaper
7.8 0.3 -6.4 -5.4 -5.6
Magazine
5.6 3.3 -2.3 -2.5 -8.2
Radio
11.3 0.2 5.0 3.9 -2.1
Cinema
20.9 5.8 3.4 -3.3 8.8
Outdoor
5.2 12.1 2.3 0.2 3.3
Digital
11.4 10.4 7.9 7.2 5.9
TOTAL
9.0 5.6 1.2 1.0 -0.1
2010 2011 2012 2013f 2014f
Television
19.9 20.8 21.9 22.6 22.9
Newspaper
39.6 37.6 34.8 32.6 30.8
Magazine
7.2 7.0 6.8 6.6 6.0
Radio
3.6 3.5 3.6 3.7 3.6
Cinema
0.9 0.9 0.9 0.9 1.0
Outdoor
3.3 3.5 3.5 3.5 3.6
Digital
25.5 26.7 28.4 30.2 32.0
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
3,059 3,381 3,603 3,750 3,800
Newspaper
6,082 6,100 5,709 5,400 5,100
Magazine
1,106 1,143 1,117 1,089 1,000
Radio
561 562 590 613 600
Cinema
139 147 152 147 160
Outdoor
506 567 580 581 600
Digital
3,920 4,327 4,670 5,004 5,300
TOTAL
15,373 16,227 16,421 16,584 16,560
2010 2011 2012 2013 2014f
Television
550 608 648 675 684
Newspaper
1,094 1,097 1,027 971 917
Magazine
199 206 201 196 180
Radio
101 101 106 110 108
Cinema
25 26 27 26 29
Outdoor
91 102 104 105 108
Digital
705 778 840 900 953
TOTAL
2,766 2,919 2,954 2,983 2,979
Source Aegis prognosis, media owners, official statistics
NORWAY 42
PORTUGAL: SLIGHT RECOVERY FORECAST IN 2014
beyond into 2014?
The advertising market is still suffering in
Portugal affected by the economic crisis,
and declined 18% in 2012. The ad market
is forecast to decline 11% in 2013 with the
pace of decline forecast to ease in 2014
with 4% growth.

The Olympics and UEFA Euro Football did
not have any impact on the Portuguese
market. The UEFA European Football
Championship s also did not have a
significant impact on the market.

growth/decline?
All media are suffering except internet
+10% growth forecast for 2013 and 2014.
TV is also suffering with -12% forecast for
2013 following -18% registered in 2012.
2014 will see a recovery with +5% growth.
Magazines will face a decline of 20%
during 2013. Newspapers facing the same
trend with -15% decline. Radio will have a
5% decline and expect a recovery of + 3%
in 2014. OOH is still suffering a big decline
with - 20% forecast for 2013.

Category?
Most of the major categories are suffering
significant declines. Six of them facing
high declines. Pharmacy expects growth
for 2013, Bank/Finance and Culture will be
flat in 2013.

advertisers?
Digital will become more and more
important and the name of the game will
be, for sure, Integration.
The challenges we face demand a deeper
understanding of the consumer and its
relationship with the media as well as
greater capacity of building integrated
strategies to reach consumers on a
communication eco-system in constant
evolution.

Retail
Personal
Care
Food
Automotive
Communic
ation
Pharmacy
Culture
Banks
/Finance
Beverages
Home Care
-30%
-20%
-10%
0%
10%
20%
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0

Integration
PORTUGAL
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Retail/ Commerce 52,6 -10%
Personal Care 34,2 -23%
Food 27,8 -20%
Automotive 26,8 -20%
Comunications 25,1 -20%
Pharmacy 32,1 10%
Culture 27,5 0%
Banks/ Finance 18,6 0%
Beverage/ Drinks 14,1 -5%
Home Care 11,5 -15%
43
TELEVISION
In 2012, TV faced the highest decline over
the last five years and the forecast for 2013
is still a decline of 12%. FTA in particular
suffers with a drastic -20% in spend in
2012 affected by fragmentation.
The main theme of discussion these days
is the audience panel change and its
implications. The new figures show a
growth of TV consumption, despite this,
demand is lowering.

DIGITAL
Only Digital media is expected to increase
ad spend this year, with a +10% growth
against the backdrop of a total market
decline of 11%.
Content producers are strongly investing in
Online Video and Web TV and we have
been seeing a high increase in demand for
these formats as advertisers realise their
benefits.

MOBILE
Mobile revenues growing rapidly against a
very modest base.

PRESS
Magazines and newspapers still face very
tough days.
Publishers are putting a lot of effort into the
digitalization of their content platforms.
However, investments remain weak in the
market.

OUTDOOR
Outdoor is facing tough times, with -20%
forecast for 2012. With the first step into
digital, outdoor will go through a period of
important changes. Its ability to segment
and fully leverage digital capabilities of the
medium will dictate economic success of
these solutions during the current tough
times.

RADIO
Radio is the offline media that is suffering
less from the turmoil. The main reasons
being: cheap cost per contact, interesting
call to action capabilities and innovation
with content integration.

CINEMA
2013 looks like a disappointing year with a
drop in spend of 25%.

-25.0
-5.0
-20.0
-20.0
-15.0
10.0
-12.0
-11.4
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
ALL MEDIA SUFFERING EXCEPT FOR DIGITAL
57.3
10.3
7.3
5.9
11.0
7.9
0.3
Cinema
PORTUGAL 44
REGION: PORTUGAL
2010 2011 2012 2013f 2014f
Television
-1.8 -12.9 -17.8 -12.0 5.0
Newspaper
-15.2 -16.8 20.8 -15.0 -2.0
Magazine
-6.2 -21.0 -47.9 -20.0 -2.0
Radio
0.3 -0.1 -12.0 -5.0 3.0
Cinema
-1.2 -13.3 -23.7 -25.0 0.0
Outdoor
-5.1 -8.7 -27.9 -20.0 0.0
Digital
24.3 10.1 10.3 10.0 10.0
Display
27.0 14.1 20.0 10.0 9.1
Search
16.7 0.0 -28.6 20.0 0.0
TOTAL
-2.5 -11.6 -18.2 -11.4 3.9
2010 2011 2012 2013f 2014f
Television
58.3 57.4 57.6 57.3 57.9
Newspaper
5.5 5.2 7.6 7.3 6.9
Magazine
11.4 10.2 6.5 5.9 5.5
Radio
6.1 6.8 7.4 7.9 7.8
Cinema
0.4 0.4 0.4 0.3 0.3
Outdoor
13.4 13.9 12.2 11.0 10.6
Digital
4.9 6.2 8.3 10.3 10.9
Display
3.7 4.8 7.1 8.8 9.2
Search
1.2 1.4 1.2 1.6 1.5
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
341 297 244 215 226
Newspaper
32 27 32 28 27
Magazine
67 53 27 22 22
Radio
35 35 31 30 30
Cinema
2 2 1 1 1
Outdoor
79 72 52 41 41
Digital
29 32 35 39 42
Display
22 25 30 33 36
Search
7 7 5 6 6
TOTAL
585 517 423 375 389
2010 2011 2012 2013 2014f
Television
454 396 325 286 300
Newspaper
43 36 43 37 36
Magazine
89 70 37 29 29
Radio
47 47 42 39 41
Cinema
3 3 2 1 1
Outdoor
105 96 69 55 55
Digital
39 42 47 51 57
Display
29 33 40 44 48
Search
9 9 7 8 8
TOTAL
780 689 564 500 519
Source Media agencies (est 85% of total spend) aggregated by Deloitte
PORTUGAL 45
SPAIN: ECONOMIC FORECASTS INDICATE RECOVERY FROM Q4 2013
ONWARDS
beyond into 2014?
Advertising market declined 15.4% in 2012,
due to economic uncertainty and
consumption contraction. 2013 is expected
to continue with negative trend in Q1-Q3,
with overall impact of -8.4% in 2013, driven
by economic recession. Economic
forecasts indicate recovery from Q4
onwards, and this would lead to a slight
positive growth for the advertising market in
2014 (+1.4%).

London 2012 Olympics had minor impact
due to the season (summer time) and
specially the broadcasting in public TV
channel (TVE) that does not allow
advertising. Official sponsors increased
slightly their expenditure but not enough to
have a clear impact on the market. Euro
Football Championship impacted Q2
advertising, although to a lower extent than
in former occasions, shifting adex
seasonality towards Q2 and just softening
the decline.

growth/decline?
All media except Internet will still have
negative figures in 2013. Print media will
remain the highest affected.

Category?
All categories reducing spenditure, being
public services and telecomms the ones
with highest declines.

advertisers?
Despite tough economic conditions, the
advertising market is expected to start
recovering from Q4 2013.
The Digital market is evolving and offering
new formats and solutions, stimulating the
transition of old and new advertisers.
Mobile marketing will expand in the coming
years thanks to high smartphone
penetration and usage.

Digital market is
evolving
SPAIN
Finance
Automotive
Beauty
Teleco.
Food
Retail
Leisure
Public
services
Art &
shows
Drinks
-20%
-15%
-10%
-5%
0%
5%
- 100 200 300 400 500
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Finance 386 -6,7%
Automotive 369 -7,9%
Beauty & Hygiene 359 -6,9%
Telecomms 337 -4,5%
Food 268 -9,3%
Retail 267 -6,5%
Leisure 235 -7,9%
Public services 150 -13,0%
Art & shows 155 -6,2%
Drinks 149 -6,2%
46
TELEVISION
TV consumption still growing, achieving a
historic record of 298 min/day (Indiviuals
4yrs+), and remains #1 in expenditure
share.
Important group concentration in Oct 2012,
leaving 85% of ad volume in Mediaset
(Telecinco) and Antea3, after the purchase
of La Sexta by A3.
Slight inflation is expected due to this
concentration, that contrast the high
consumption fragmentation (many
channels in the offer, impulsed by DTT).
Smart TV penetration is still low, but TV
and online simultaneous consumption is
quite common. Many TV programs include
links to Twitter and stimulate digital
conversation.

DIGITAL
The only medium with positive growth,
specially for online video and social media
analysis and marketing.
Integration with TV campaigns, including
video pre/post roll and TV programs active
in Twitter with high consumer participation.
Smart TV still low but expected to be
relevant in medium term.
MOBILE
High Smartphone penetration (22.6 million,
65% of users) and usage is awakening the
interest of brands. Investment still low
although growing rapidly, both using
conventional ad formats and also
developing integrated content like apps.

PRESS
Serverly damaged due to adspend decline
and readership decrease in print formats,
online versions have consumer demand
(audience) but not enough monetization
yet. All print groups have cut jobs
dramatically in the last few years in order to
guarantee economic viability.
Tablet penetration is growing rapidly (7.4%
of Ind.14+ in Nov12) and expected to help
print media to overcome the difficulties.

OUTDOOR
Special actions (spectacular) and shopper
marketing are the actions increasing in the
actual landscape. Digital OOH
development slow due to economic
conditions.

RADIO
Holding out against tough environment,
thanks to competitive costs, flexibility and
content integration.
Consumption is also healthy with slight
increase.

CINEMA
Loosing ad spend, keeps fighting for
survival with strategies like advertising
digitalization and theater alternative income
via events (e.g. Broadcasting of sports
events)
-9.3
-9.2
-8.6
-11.0
-12.4
2.0
-11.0
-8.4
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
DIGITAL #2 MEDIUM IN EXPENDITURE, AFTER TV
39.6
21.9
16.3
7.7
5.6
8.7
0.3
Cinema
SPAIN 47
REGION: SPAIN
2010 2011 2012 2013f 2014f
Television
3.2 -9.8 -19.4 -11.0 2.4
Newspaper
-4.0 -14.2 -21.0 -12.4 -4.9
Magazine
-2.0 -5.9 -18.2 -11.0 -2.3
Radio
-0.5 -5.4 -13.1 -9.2 1.7
Cinema
28.8 3.1 -20.2 -9.3 -5.1
Outdoor
-2.8 -6.2 -17.8 -8.6 1.7
Digital
19.0 11.6 2.8 2.0 4.4
Display
20.2 13.5 -2.7 -3.0 2.5
Search
18.5 9.8 6.5 4.3 4.7
Mobile
14.9 17.5 70.2 56.3 36.0
Other
14.5 17.1 4.5 11.3 8.0
TOTAL
2.5 -6.8 -15.4 -8.4 1.2
2010 2011 2012 2013f 2014f
Television
44.2 42.8 40.7 39.6 40.1
Newspaper
19.8 18.2 17.0 16.3 15.3
Magazine
8.1 8.2 8.0 7.7 7.5
Radio
8.4 8.5 8.7 8.7 8.7
Cinema
0.3 0.3 0.3 0.3 0.3
Outdoor
5.7 5.8 5.6 5.6 5.6
Digital
13.5 16.2 19.6 21.9 22.6
Display
5.7 6.9 8.0 8.4 8.5
Search
7.3 8.6 10.8 12.3 12.8
Mobile
0.1 0.1 0.2 0.3 0.4
Other
0.4 0.5 0.7 0.8 0.9
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
2,552 2,302 1,856 1,652 1,691
Newspaper
1,143 980 774 679 645
Magazine
470 443 362 322 315
Radio
484 457 398 361 367
Cinema
18 19 15 13 13
Outdoor
331 311 256 234 238
Digital
779 869 894 912 952
Display
328 372 362 351 360
Search
422 464 494 515 539
Mobile
4 5 8 13 17
Other
25 29 30 33 36
TOTAL
5,777 5,381 4,554 4,173 4,221
2010 2011 2012 2013 2014f
Television
3,399 3,067 2,472 2,200 2,253
Newspaper
1,522 1,305 1,032 904 860
Magazine
627 590 482 429 419
Radio
644 609 530 481 489
Cinema
24 25 20 18 17
Outdoor
442 414 340 311 316
Digital
1,037 1,158 1,191 1,215 1,269
Display
437 496 482 468 480
Search
563 618 658 686 718
Mobile
5 6 11 17 23
Other
33 38 40 44 48
TOTAL
7,696 7,169 6,067 5,559 5,624
Source Arce Media Hotline/IAB
SPAIN 48
SWEDEN: MODERATE AD SPEND INCREASE IN 2013
beyond into 2014?
2012 was the year when spend levels
started to decrease, which has not been
the case since 2009 in Sweden. The first
two quarters still had increasing figures, but
after that investments slowed down and the
full year total was 2% lower than 2011. TV
(+5%) and online (+8%) still saw growth,
while all print categories have had a
weaker development. 2013 is expected to
see continued slowdown in growth rate,
and we are still having difficulties seeing
into 2014 and how the development will
continue there.

The Olympics has not affected ad spend
particularly much as it primarily took place
in the public service channels. Naturally it
affected the viewing in the commercial
channels during the events. We saw a
small increase in tabloids that had a better
second quarter of the year, because of the
events. What we did see was that ad
spend increased in categories that are
related to sports, such as sports equipment
and clothes, drinks and travels. In 2013 we
have a royal wedding in Sweden, and we
will also host the Eurovision song contest.

growth/decline?
TV and online (especially search)
continues to grow, accounting for the
biggest part of the increased investments.
Radio has seen the biggest slowdown,
together with cinema and OOH. The whole
print category is decreasing apart from
local dailies. This should mostly be an
effect of the volatile financial climate, as it
indicates that local advertisers are still
investing, while international players who
are more affected by the European
situation are more affected.

Category?
The categories that are developing more
strongly in Sweden in 2012 are financial
services, media, clothing and petroleum.
On the negative side, the categories that
are decreasing the most are hygiene
products, furniture and industry.

advertisers?
As we move into a more fragmented media
market and new solutions we will see the
smaller channels increasing by large
numbers in the coming years. Mobile,
search, Web-TV and other digital solutions
will increase and investments will move
from other channels. We will also continue
to see more qualitative formats at the same
time as there will be cheaper network
buying. This creates opportunities but also
challenges for our advertisers.
Retail
Classified
ads,
FMCG
(food)
Financial
IT, telecom
Media
Automotive
Travel
Beautycare
Healthcare
-35%
-30%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
0 5,000 10,000 15,000

Mobile, Search,
Web-TV and
other digital
solutions will
increase
SWEDEN
Top 10 Categories
2013f
Net SEK
Million
2012f vs.
2011
YOY%
Retail 11,537 -28%
Classified ads,
announcements
4,428 -9%
FMCG (food) 4,517 5%
Financial services 3,823 0%
IT, telecom 2,861 -23%
Media, culture,
entertainment
3,453 2%
Automotive 3,237 5%
Travel, tourism 2,722 -3%
Beauty care, Toiletries 1,576 -17%
Healthcare 1,362 -23%
2013 Net Spend (SEK million)
49
TELEVISION
TV spend continues to increase (+5% for
full year 2012). January showed much
lower volumes than last year. Despite this,
the TV channels feel secure, and we have
had a high increase in rate cards for the
year. Supply is decreasing slightly and
demand stays the same, meaning that we
will see an absolute increase in ad spend
unless the situation changes. The first
months of the year have been fully booked
in the satellite channels but not in the main
ones. The main commercial channels are
struggling with their supply and shares are
being moved to niche channels and SVT.
Digital solutions (Netflix, Play etc) are
marginally affecting viewing, but will in the
longer term affect viewing more, especially
for the younger target groups.

DIGITAL
Together with TV, online is the media
group that shows the biggest increase in
spend vs. 2011. In total it is up 4%, with
search clearly being the strongest category
within online (+30% vs. 2011). We
continue to see a polarization of the online
buying towards more premium placements
as well as cheap network buying and
search is overheated with click prices for
certain niche industries increasing heavily.
MOBILE
Mobile search and surfing continues to
increase and the smart phone penetration
in Sweden is now above 50%. It was the
category that by far increased the most last
year even though it still has a relatively
small total volume. In 2013, we expect
mobile search to be bigger than desktop
search.

PRESS
The situation is tough for the whole print
category, and all parts of the category are
down compared to last year. The part that
is suffering the most is evening press (-16
%), but also magazines are going down by
12%. At the beginning of the year, local
dailies were still increasing, but now they
are also decreasing by a few per cent. The
tablets have not been very successful so
far. Readership is down, but as prices are
not, this means that we see inflation in
prices by contact. Many newspapers and
magazines are presenting combined offers
with print ads and digital ads to get higher
reach on their offers as circulation is
decreasing.

OUTDOOR
Outdoor is decreasing with 10% lower ad
spend in 2012. Despite this they are
increasing rate cards. The OOH market is
more or less a monopoly now in Sweden
with Clear Channel in a leading position.

RADIO
Radio ad spend decreased with 15% in
2012. There is an unbalance in the radio
market at the moment since SBS bought
the big radio station NRJ and thereby
almost has a monopoly of the market.
There is a new measurement system in
place for this year and we are not yet sure
how this will affect the market.

CINEMA
Cinema ad spend stays the same as in
2012. As it is a monopoly market, the
result is much affected by the local sales
people and internal organization.

5.0
-3.0
0.0
-4.0
-3.0
12.0
4.0
3.1
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
TV AND ONLINE INCREASING WHILE ALL OTHER CATEGORIES SEE
DECLINING AD SPEND
26.2
30.0
29.0
7.3
4.6
0.5
Cinema
SWEDEN 50
REGION: SWEDEN
2010 2011 2012 2013f 2014f
Television
23.5 9.3 5.0 4.0 2.0
Newspaper
14.8 1.7 -12.0 -3.0 0.0
Magazine
9.6 5.8 -11.0 -4.0 0.0
Radio
5.1 1.9 -15.0 -3.0 -1.0
Cinema
26.6 4.6 -1.0 5.0 0.0
Outdoor
18.7 10.6 -10.0 0.0 -1.0
Digital
27.6 12.6 5.0 12.0 5.0
Display
27.5 12.3 5.0 9.0 5.0
Search
29.7 23.8 29.0 22.0 20.0
Mobile
40.0 67.0 66.4 60.0 50.0
Other
3.0 0.0 2.0
TOTAL
19.0 6.9 -3.5 3.1 2.0
2010 2011 2012 2013f 2014f
Television
23.3 23.9 26.0 26.2 26.2
Newspaper
35.5 33.8 30.8 29.0 28.5
Magazine
8.6 8.5 7.8 7.3 7.1
Radio
3.1 3.0 2.6 2.5 2.4
Cinema
0.5 0.5 0.5 0.5 0.5
Outdoor
4.9 5.0 4.7 4.6 4.4
Digital
24.1 25.3 27.6 30.0 30.9
Display
23.2 24.4 26.5 28.0 28.9
Search
0.8 1.0 1.3 1.6 1.8
Mobile
0.0 0.1 0.1 0.2
Other
15.6 16.6 16.1 16.1
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
5,286 5,777 6,066 6,309 6,435
Newspaper
8,047 8,184 7,202 6,986 6,986
Magazine
1,940 2,052 1,827 1,754 1,754
Radio
712 725 616 598 592
Cinema
115 121 119 125 125
Outdoor
1,104 1,221 1,099 1,099 1,088
Digital
5,449 6,135 6,442 7,215 7,576
Display
5,250 5,897 6,192 6,750 7,087
Search
192 238 307 374 449
Mobile
7 12 19 31 47
Other
3,766 3,879 3,879 3,957
TOTAL
22,652 24,216 23,371 24,085 24,555
2010 2011 2012 2013 2014f
Television
822 898 943 981 1,000
Newspaper
1,251 1,272 1,119 1,086 1,086
Magazine
302 319 284 273 273
Radio
111 113 96 93 92
Cinema
18 19 19 19 19
Outdoor
172 190 171 171 169
Digital
847 954 1,001 1,121 1,177
Display
816 917 962 1,049 1,102
Search
30 37 48 58 70
Mobile
1 2 3 5 7
Other
585 603 603 615
TOTAL
3,521 3,764 3,633 3,744 3,817
Source Estimated figures by each media department
SWEDEN 51
SWITZERLAND: SLIGHT AD SPEND INCREASE IN 2013
beyond into 2014?
We are expecting a market ad spend
increase of 1% in 2013.
Main drivers continue to be
Telecommunications, Pharmaceutical and
Food which are running promotional
campaigns mainly.

There arent any specific events within
Switzerland in 2013/2014 which could
affect ad spend.

growth/decline?
The strongest media channel in terms of
growth rate is still digital media +20%. In
parallel, the print segment is still struggling.
Yet, print (magazines and newspapers) is
still the strongest segment in the Swiss
market with the highest share of spend.
What is the performance by key Category?
Strong growth coming from the cosmetics
and telecommunication sector. In the
coming years, Food will be on an equal
level. The Automotive sector showed a nice
comeback in 2012 (+5%) and further
growth for this sector is forecast this year
+2%. Pharmaceuticals +3% forecast for
2013. Other segments are expected to be
cautious in 2013/14.

advertisers?
Spend within digital media is still increasing
whilst the print market is struggling with
decreasing numbers. Web TV and Mobile
Marketing are becoming more important.

Automotive
sector showed a
nice comeback in
2012
SWITZERLAND
Food
Automotive
Finance
Cosmetics
Telecomm.
Leisure
House
Services
Drinks
Pharma.
-6%
-4%
-2%
0%
2%
4%
6%
8%
0 100 200 300 400 500 600
Top 10 Categories
2013f
Net CHF
Million
2012f vs.
2011
YOY%
Food 506.0 0.0%
Automotive 476.0 2.0%
Finance 264.0 -4.0%
Cosmetics 425.0 4.0%
Telecommunication 257.0 5.0%
Leisure/Sports/Tourism 255.0 -2.0%
House / Gardening / Interior 76.0 -3.0%
Services 226.0 -3.0%
Drinks 153.0 -4.0%
Pharmaceuticals &
Healthcare
135.0 3.0%
2013 Net Spend (CHF million)
52
TELEVISION
TV will become the most popular medium
in 2013 (32%) overtaking Newspapers.
The demand for advertising space is
increasing. As a result of this, the
realization of efficient short term bookings
is still very hard. It will become more and
more important in the future to plan and
buy advertising space in advance.
SIXX, a female affinity TV station has
implemented a Swiss advertising window
within Q4 2012.
SIXX will lead to additional advertising
space for young women within
Switzerland. N24, which is a news channel
will be launched within the Swiss TV
Landscape in Q1 2013. Furthermore there
is 4+ a pendant to the successful Swiss
made TV channel 3+.
TV consumption will be even higher, but
usage will be increasingly non-linear,
meaning TV on demand (whenever and
wherever) and IP-TV will still increase.
This development is driven by digital
broadcasting and penetration of digital
Private Video Recording (PVR). IP-
TV/Web-TV will break the barriers and
hurdles between classical Online and TV.

DIGITAL
Based on a change in data generation
within the digital sector of Media Focus,
the online sector shows a decrease of ad
spend from 2010 to 2011. This decrease is
not realistic. The real gross ad spend of
display advertising is circa CHF 170 Mio.
The forecast for 2012 for display
advertising is CHF 200 Mio which equals
an increase of 17%. Search Engine
Advertising generated an investment of
CHF 180 Mio in 2011, for 2012 a further
growth of 27% is expected. Re-targeting
(Display) and geo-location based strategies
(Search and Mobile) are still drivers.
Additionally, YouTube with 49% online
reach and 1.9 Mio. UU/month is now
available/reservable in Switzerland for
marketing activities. The total digital
advertising share is overall industry 8%.
MOBILE
Mobile revenues are growing rapidly
against a very modest base. There is a
highly developed usage of smartphones,
especially iPhones with a penetration of
50% within the smartphone market.
PRESS
Newspapers will be on an even level with
an estimated share of ad spend of 31%
followed by Magazines with 24%. Shift of
usage due to increasing share of iPads.
OUTDOOR
OOH dropped by 3% points in 2011 and
will be challenged by TV and online media
again in the following years.
RADIO
The SOM of Radio spend will be about
4.0%. Radio will still reach mobile
audiences, but it will be more web-driven.
User linking and participation via radio
online platforms providing content and
communities will increase.
CINEMA
Stable spends and visits will be expected in
2013. There are no strong blockbusters
planned for the upcoming year. In addition,
the entry costs are still very high (18 CHF
per Ticket).
Forecast for 2H 2013 will be a slight rise in
spend based on the release of The Hobbit
Part 2 or The Wolverine, etc.

PRINT STILL COMMANDS A HIGH SHARE OF SPEND IN SWITZERLAND
SWITZERLAND
0.0
0.4
1.6
0.0
-4.0
20.0
3.4
0.7
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
31.8
4.7
31.0
19.1
8.0
4.7
0.7
Cinema
53
REGION: SWITZERLAND
2010 2011 2012 2013f 2014f
Television
12.8 8.6 1.2 3.4 5.7
Newspaper
5.0 3.2 -2.4 -4.0 -8.3
Magazine
11.5 2.7 -0.6 0.0 0.0
Radio
0.5 9.2 1.6 0.4 -1.0
Cinema
10.1 -11.9 1.4 0.0 -2.0
Outdoor
4.2 4.2 1.6 1.6 -0.6
Digital
34.6 6.9 4.9 20.0 0.0
Display
35.4 6.7 4.9 20.0 0.0
TOTAL
9.1 5.1 -0.2 0.7 -0.9
2010 2011 2012 2013f 2014f
Television
29.6 30.6 31.0 31.8 33.9
Newspaper
33.9 33.3 32.6 31.0 28.7
Magazine
19.8 19.4 19.3 19.1 19.3
Radio
4.4 4.6 4.7 4.7 4.6
Cinema
0.8 0.7 0.7 0.7 0.7
Outdoor
7.9 7.8 7.9 8.0 8.0
Digital
3.7 3.7 3.9 4.7 4.7
Display
3.7 3.7 3.9 4.7 4.7
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
1,082 1,175 1,189 1,230 1,300
Newspaper
1,241 1,281 1,250 1,200 1,100
Magazine
725 745 740 740 740
Radio
161 176 179 180 178
Cinema
29 25 26 26 25
Outdoor
288 300 305 310 308
Digital
134 143 150 180 180
Display
134 143 150 180 180
TOTAL
3,659 3,845 3,839 3,865 3,831
2010 2011 2012 2013 2014f
Television
1,173 1,274 1,289 1,333 1,409
Newspaper
1,345 1,388 1,355 1,301 1,193
Magazine
786 807 802 802 802
Radio
175 191 194 195 193
Cinema
31 27 28 28 27
Outdoor
312 325 331 336 334
Digital
145 155 163 195 195
Display
145 155 163 195 195
TOTAL
3,967 4,168 4,161 4,190 4,153
Source Media Focus / Aegis Media Estimates/Internet: Isobar Switzerland
SWITZERLAND 54
UK AD MARKET - A STEADYING SHIP
beyond into 2014?
Despite a reasonably bleak economic
outlook, the increasing number of multi-
platform opportunities for advertisers sees
steady growth through 2013 in the UK.
Slow performance in traditional media is
off-set by a strong performing digital
landscape.

Not a huge difference in total spend as a
result of these significant events. There
was possibly a shift in the seasonality of
spends in some media but only OOH saw a
positive increase in revenue across the
year.

growth/decline?
Declining print circulation being replaced by
mobile platforms.
Non-repeat of OOH budgets following
Olympics increase.
PPC growth will slow down but Social
media API and Premium digital display set
to increase further. Programmatic buying is
estimated to grow at 53% YOY up to 2016
and will account for 60% of all indirect
display ad spend.
Cinema digitisation and the emergence of
3D cinema should drive growth.

Category?
Its very early in the year to spot trends
versus 2012 but previous leading key
categories look to decline whilst newer
categories such as Comparison websites
grow dramatically. Company mergers (ie.
T-Mobile and Orange into EE) will affect
certain sectors.
advertisers?
New technology will drive the growth with
audience based cinema and OOH
targetting, Smart TV, mobile platforms and
programmatic digital buying leading the
way. The challenge will sit with agencies to
guide advertisers through this changing
landscape and to convince them to invest
in new opportunities.

The increasing number
of multi-platform
opportunities for
advertisers sees
steady growth through
2013
UK
Retail Finance
Telecoms
Entertain.
Motors
Govt.
Travel
Food
Mail Order
Cosmetics
& Personal
Care
-15%
-10%
-5%
0%
5%
10%
15%
0 500 1,000 1,500 2,000
Top 10 Categories
2013f
Net GBP
Million
2012f vs.
2011
YOY%
Retail 1,467.9 -3%
Finance 978.8 -4%
Telecoms 856.0 -10%
Ents. & Leisure 797.7 -4%
Motors 603.7 -2%
Govt, Social, Political 510.8 -3%
Travel & Transport 482.2 -2%
Food 479.9 2%
Mail Order 408.4 -10%
2013 Net Spend (GBP million)
55
TELEVISION
Watching TV on the go and using technology
to enhance viewing will become increasingly
common. Penetration of smartphones is 58%
with tablets at 19%. And using your TV for
other things will grow with Smart TV pentration
Sky will launch Adsmart with testing scheduled
for later this year, this will allow advertisers for
the first time on TV to serve different ads to
different households
DIGITAL
The big story for 2012/13 is programmatic
buying. This will accelerate further as more
publishers open up their inventory to real time
bidding.
PPC search will continue to flatten out as the
market stabilizes but we will see rapid growth
in API based buys from both Facebook and
Twitter. The integration of social media with
television will become more prominent but may
not necessarily result in a big shift in spend.
Rich media will become the norm as brands
expect more from display advertising and
exchange based technology improves its
capability to deliver.
Video will also drive growth as traditional
broadcasters look to deliver audiences online
and new cost per engagement models become
the norm.
Social media will find its place within a
marketers toolbox and the relationship
between paid for and organic social media
becomes more apparent as Facebook and
Twitter increasingly monetise their products.
MOBILE
Mobile media will increase significantly .
Spend was up 160% in 2012 and this is set to
rise further. However the market is fragmented
and in its infancy with significant challenges
around technology, ad-serving and value of
media. Again programmatic buying will be an
important factor.
PRESS
Tablet penentration amongst consumers will
continue to drive the evolution of print media
across mobile platforms both within the
Newspaper and Magazine markets. Those
media owners who can successfully monitise
their digital platforms, will be in a stronger
position.
OUTDOOR
OOH benefitted from the Olympics in Qtr 3
2012 but there was growth across the other
quarters which was a reflection of digital
OOH's success in attracting new money to the
medium. The investment in digital and the
growing understanding of how to use it in the
convergent landscape will mean that the
majority of the non- repeatable Olympic money
can be covered in 2013.

RADIO
Radio has shown solid revenue growth for
each of the past 3 years. This has been down
to several factors:-
New ofcom regulations allow advertisers to
contribute to the editorial content of shows,
leading to 8% growth in S&P revenue y-o-y.
Radio delivers low investment levels to gain
high coverage and frequency. Radio is seen
as a cost effective medium.
Considerable investment by media owners in
talent, programming, and marketing has
created attractive propositions for clients.
CINEMA
Cinema expected to go from strength to
strength this year, with a continued strong film
product and complete digitalization which
makes it more accessible to advertisers than
ever before - with reduced production costs
and flexibility. Retail and entertainment
sectors are expected to take advantage of this.
6.0
2.0
-3.0
-4.5
-3.5
10.0
1.2
2.7
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
ALL ROADS POINT TO DIGITAL AND MOBILE GROWTH
27.5
36.9
19.0
6.4
6.1
2.9
1.2
Cinema
UK 56
REGION: UK
2010 2011 2012 2013f 2014f
Television
13.5 5.6 -0.6 1.2 2.0
Newspaper
-0.9 -3.0 -3.0 -3.5 -1.5
Magazine
-5.1 -2.0 -3.5 -4.5 -2.0
Radio
2.9 1.8 3.8 2.0 2.0
Cinema
10.1 -5.3 0.8 6.0 3.0
Outdoor
12.5 0.7 9.2 -3.0 2.2
Digital
15.7 16.8 8.0 10.0 11.0
Display
41.2 12.7 7.0 8.5 9.5
Search
9.2 18.0 12.0 10.0 9.0
TOTAL
8.3 5.7 2.2 2.7 4.4
2010 2011 2012 2013f 2014f
Television
28.7 28.7 27.9 27.5 26.9
Newspaper
23.2 21.3 20.2 19.0 17.9
Magazine
7.9 7.3 6.9 6.4 6.0
Radio
3.0 2.9 3.0 2.9 2.9
Cinema
1.3 1.2 1.1 1.2 1.2
Outdoor
6.4 6.1 6.5 6.1 6.0
Digital
29.6 32.6 34.5 36.9 39.3
Display
7.2 7.7 8.1 8.5 8.9
Search
16.9 18.9 20.7 22.2 23.1
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
3,984 4,206 4,181 4,231 4,315
Newspaper
3,211 3,115 3,021 2,915 2,872
Magazine
1,088 1,066 1,029 983 963
Radio
420 428 444 453 462
Cinema
178 169 170 180 186
Outdoor
880 887 968 939 960
Digital
4,097 4,784 5,166 5,683 6,308
Display
1,001 1,128 1,207 1,310 1,434
Search
2,345 2,767 3,099 3,409 3,716
TOTAL
13,858 14,653 14,979 15,384 16,065
2010 2011 2012 2013 2014f
Television
6,271 6,621 6,581 6,660 6,793
Newspaper
5,054 4,903 4,756 4,589 4,520
Magazine
1,713 1,678 1,620 1,547 1,516
Radio
661 673 699 712 727
Cinema
280 265 268 284 292
Outdoor
1,385 1,395 1,524 1,478 1,511
Digital
6,449 7,530 8,132 8,945 9,929
Display
1,576 1,776 1,900 2,062 2,257
Search
3,691 4,356 4,878 5,366 5,849
TOTAL
21,814 23,065 23,578 24,215 25,289
Source AA/Carat Estimates
UK 57
CENTRAL & EASTERN
EUROPE
58
beyond into 2014?
A further decrease of advertising
expenditures is expected for 2013. The
overall estimate is slightly over 10%. Our
estimate for 2014 is another slight
decrease -1.8%.

year?
No events are expected this year. In 2014
parliamentary elections will be held.

growth/decline?
Nova Group has changed its commercial
policy and as a result of this there is likely
to be a drop in total TV investments. Some
of this TV spend will be spent on other
media types.

Category?
As the total market is expected to decrease
in 2013, the biggest categories will reflect
this trend: Automotive: -15%, Stores and
shopping centers: -21%, Cosmetics: -15%,
Beverages: -6%. Drop in Mobile
communication spend will continue in 2013
(- 14%). We expect only Electronics and
Sweets ad spend will increase this year
(+10%, +5%).

advertisers?
There is clear focus on looking for other
media solutions not just the standard ones.
We expect an increase in spend of Digital
media and OOH. The trend is for a taylor
made multi-media approach.
CZECH REPUBLIC: THE CRISIS IS NOT OVER
Trend is for a
taylor made
multi-media
approach
CZECH REPUBLIC
Banks
Automotive
Cosmetics
Medica.
Stores
Beverages
Mobile
Sweets
Electronics
Diary
products
-30%
-20%
-10%
0%
10%
20%
0 500 1,000 1,500 2,000 2,500

Top 10 Categories
2013f
Net CZK
Million
2012f vs.
2011
YOY%
Banks, saving banks 2,130.7 -2%
Cosmetics 1,128 -15%
Medicaments 1,194 -8%
Stores, shopping centers 1,007 -21%
Beverages 1,016 -6%
Mobile communication 778.4 -14%
Sweets 539.2 5%
Electronics 488.6 10%
Diary products 381.7 -7%
2013 Net Spend (CZK million)
59
FURTHER FRAGMENTATION OF TV MARKET
TELEVISION
New TV stations have arrived on the
Market (Smichov, Prima Zoom). There are
still two strong TV Groups (Nova Group
and Prima Group) which control the
market. Small stations (Prima Cool, Prima
Love etc.) are becoming stronger and they
are increasing their share.

DIGITAL
Growth in 2013 will be driven mainly by
effective PPC marketing and by a higher
usage of video vehicles. We expect clients
to allocate part of their TV budget to online
video vehicles, mainly pre-roll videospots.
Factors affecting this budget shift are
higher prices on TV Nova and the
possibility to use our in-house developed
tool Morpheus that allow us to split
TV/online video budget in order to achieve
the maximum effectiveness. The number 1
Social network is definitely Facebook with
3.85million users (the entire Czech online
population is 6,55M users). In the search
field there are two leaders, Seznam and
Google, with approximately equal market
share. There is no hard data though, since
Google or Facebook aren t part of internet
audience monitoring.

MOBILE
The mobile ads market is quite stagnant
with two main players Seznam
(m.seznam.cz) and Google (AdMob).
Smartphones represent 41% of all mobile
devices while 23% of them are used for
connecting to the internet.

PRESS
Publisher BauerMedia (Zena a zivot, Tina,
Chvilka pro tebe etc.) gaining a stronger
market position by fusion with the publisher
Stratosfera (Cosmopolitan, Harpers Bazaar
etc.). Publishers continue to try to attract
readers and clients by issuing special
attachments and supplements. No
significant changes in this segment.

OUTDOOR
The market is stable. The key suppliers in
the market: JCDecaux Group, euro AWK,
Bigmedia /owns now also Outdoor akzent/.
Pressure not only for quality of sites but
also extra service for clients new media
like in mall radio in shopping centres. The
booking mostly on last minute.

RADIO
The radio market is the same as in 2012.
There are two big media representatives.
The Radio market is losing therefore media
representatives are offering special
discounts.

CINEMA
Only two media representatives exist in the
market: New Age Advertising Cinema
City + IMAX, CineExpress represents
Cinestar. Both suppliers use a digital
setting of the spot lower production
costs. Single screen cinemas are
represented by new supplier Visia Cinema
which represents about 100 single
cinemas. The remainder of single cinemas
are represented mostly by owners. City
Cinema plans new 4D hall with moving
seats in spring 2013.

-10.0
-10.0
-11.0
-8.0
-9.0
3.0
-17.0
-10.3
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
41.7
23.7
8.3
10.6
8.8
6.4
0.5
Cinema
CZECH REPUBLIC 60
2010 2011 2012 2013 2014f
Television
-11.9 -1.1 -3.0 -17.0 -5.0
Newspaper
-13.9 -9.4 -16.9 -9.0 -3.0
Magazine
-13.3 -11.4 -11.9 -8.0 -1.0
Radio
-14.6 -9.5 -10.0 -10.0 -7.0
Cinema
-10.9 -18.0 0.0 -10.0 -10.0
Outdoor
-11.5 -5.4 -8.0 -11.0 0.0
Digital
0.3 12.7 9.0 3.0 5.0
Display
-9.9 0.5 5.7 1.0 5.0
Search
21.7 28.9 12.0 5.0 5.0
Mobile
147.1 168.7 31.0 10.0 5.0
Other
TOTAL
-10.7 -2.2 -4.0 -10.3 -1.8
2010 2011 2012 2013 2014f
Television
44.1 44.6 45.1 41.7 40.4
Newspaper
10.2 9.4 8.1 8.3 8.2
Magazine
12.4 11.2 10.3 10.6 10.7
Radio
7.3 6.8 6.4 6.4 6.0
Cinema
0.6 0.5 0.5 0.5 0.5
Outdoor
9.6 9.3 8.9 8.8 9.0
Digital
15.8 18.2 20.7 23.7 25.4
Display
9.8 10.1 11.1 12.5 13.4
Search
5.8 7.6 8.9 10.4 11.1
Mobile
0.2 0.5 0.6 0.8 0.8
Other
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
7,826 7,740 7,508 6,231 5,920
Newspaper
1,800 1,631 1,355 1,233 1,196
Magazine
2,200 1,949 1,717 1,580 1,564
Radio
1,300 1,177 1,059 953 886
Cinema
100 82 82 74 66
Outdoor
1,700 1,608 1,480 1,317 1,317
Digital
2,800 3,156 3,440 3,543 3,720
Display
1,744 1,753 1,853 1,872 1,965
Search
1,026 1,323 1,482 1,556 1,634
Mobile
30 80 105 115 121
Other
TOTAL
17,726 17,342 16,640 14,931 14,670
2010 2011 2012 2013 2014f
Television
409 404 392 326 309
Newspaper
94 85 71 64 62
Magazine
115 102 90 83 82
Radio
68 61 55 50 46
Cinema
5 4 4 4 3
Outdoor
89 84 77 69 69
Digital
146 165 180 185 194
Display
91 92 97 98 103
Search
54 69 77 81 85
Mobile
Other
TOTAL
926 906 869 780 766
REGION: CZECH REPUBLIC
Source Arbo Media, SPIR, Aegis Media Estimation
CZECH REPUBLIC 61
ESTONIA: MARKET IS STABLE
beyond into 2014?
Due to a cautious economic outlook, the
advertising market was rather modest in
Q4 2012, overall estimates for total 2012
+0.3%. Ad revenues for 2013 and 2014
are promising to be as conservative.

year?
Local municipality elections in the fall will
help print and OOH media boost sales in
3Q 13. Impact on other media revenues
will be modest. No sporting events will
have an effect on advertising revenues as
they are all broadcasted on state owned
non-commercial channels.

growth/decline
Last years hectic market, illogical media
pricing and high level of media
fragmentation has strongly influenced
clients price perception. Demand
continues deflation is high and media value
is decreasing. Unfortunately it applies to all
media types and channels.

Category?
FMGC and mobile are driving the market.
Also this year will be very active for the
Cars and Alcohol sectors. Car sales have
been down for a few years but in 2013
sales are showing a positive trend again.
Alcohol advertising has increased possibly
in anticipation of the ad ban for alcohol in
the coming years.

advertisers?
The Estonian markets biggest challenge is
and always has been its size. Due to a
small population and low ad spend per
capita, innovations are very expensive.
Therefore traditional media types have kept
their market share.
In the next three years people will reach
out more and more towards international
media platforms broadening their markets
to the Baltics and start to not only offer but
promote their services. Local media
providers will struggle to keep audience
figures. Therefore media value for
advertisers will continue to decrease.

Ad revenues for
2013 and 2014
conservative
ESTONIA
Retail
Mobile
Communic
ation
Remedies
Cars
Household
Sweets
Finance
Alcohol
Dairy
Building
-5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0.0 10.0 20.0 30.0 40.0
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Retail Trade 35.9 9%
Mobile Communication 26.0 -3%
Remedies 22,1 11%
Cars 22,0 6%
Household Hygiene 18.0 6%
Sweets 17.6 5%
Finance Services and
institutions
16.0 -7%
Alcohol 15.8 4%
Dairy Products 14.5 3%
Building Materials 12.3 -1%
62
TV MARKET IS VERY FRAGMENTED
TELEVISION
The market is very fragmented, ratings are
falling and there is strong pressure for price
deflation. All main TV groups ended 2012
with minuses and 2013 does not look much
more promising.
Smart TV penetration is still quite low and
TV channels do not have the resources to
invest in digital innovations.

DIGITAL
Local main portals have reached their
potential visitor numbers and are looking to
create new advertising sales models.
Google is gaining popularity with its SEM
and ad network services. Local providers
are rather modest with technical innovation,
as growth is still organic.

MOBILE
60% of mobiles sold on the market are
smartphones, penetration figures are
around 40% and the number of people
using mobile ID and other applications is
constantly growing.

PRESS
Print, especially the magazine market is
rather fragmented and total print market
share is decreasing, therefore the print
market is very competitive and price
sensitive.

OUTDOOR
The market is rather conservative and not
very open to innovative or digital solutions,
as revenues from traditional advertising is
nice and hassle free. In the fall 2013 local
elections will boost OOH sales even more.

RADIO
Radio has kept its market share and stable
price policy even during the crisis thanks to
gaining new advertisers in categories that
previously were not active.

CINEMA
No official information about cinema visitors
or advertising revenues are available in this
market.
ESTONIA
1.1
11.3
-3.6
1.0
5.0
-1.5
1.6
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
29.9
17.1
26.6
6.3
10.1
10.1
63
2010 2011 2012 2013 2014f
Television
1.4 8.5 -2.3 -1.5 0.0
Newspaper
-19.9 4.3 -1.8 1.0 -0.5
Magazine
-13.8 11.0 3.2 -3.6 -2.2
Radio
-6.8 10.6 2.2 1.1 1.4
Cinema
n/a n/a n/a n/a n/a
Outdoor
1.4 15.2 0.5 11.3 -2.7
Digital
6.7 16.0 7.0 5.0 6.3
TOTAL
-6.9 9.4 0.3 1.6 0.7
2010 2011 2012 2013 2014f
Television
31.9 31.6 30.8 29.9 29.7
Newspaper
28.7 27.4 26.8 26.6 26.3
Magazine
6.3 6.4 6.6 6.3 6.1
Radio
9.8 9.9 10.1 10.1 10.1
Cinema
n/a n/a n/a n/a n/a
Outdoor
8.7 9.2 9.2 10.1 9.7
Digital
14.6 15.5 16.6 17.1 18.1
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
21 23 22 22 22
Newspaper
19 20 19 20 20
Magazine
4 5 5 5 5
Radio
6 7 7 7 8
Cinema
n/a n/a n/a n/a n/a
Outdoor
6 7 7 7 7
Digital
10 11 12 13 13
TOTAL
66 72 72 74 74
2010 2011 2012 2013 2014f
Television
28 30 30 29 29
Newspaper
25 26 26 26 26
Magazine
6 6 6 6 6
Radio
9 10 10 10 10
Cinema
n/a n/a n/a n/a n/a
Outdoor
8 9 9 10 10
Digital
13 15 16 17 18
TOTAL
88 96 97 98 99
REGION: ESTONIA
ESTONIA
Source TNS Emor forecast / Aegis Estonia
64
IMPORTANCE OF
DIGITAL MEDIA
INCREASES
FURTHER
HUNGARY: PESSIMISTIC MARKET
beyond into 2014?
There has been no real increase in ad
expenditure in the Hungarian market since
2007 due to the current economic climate.
After the stagnation in 2012, a further
decrease is expected this year -1.7%.
There is general pessimism in the market;
rather short term planning is typical.
Restrictions and discharges both at media
owners, marketing departments and
agencies.

Are there any other sporting, political
events that will affect ad spend next
year?
Other sporting or political events are not
expected this year.

What is the full year forecast for the ad
market in 2013?
A slight increase in macroeconomic
indicators, a recovery would have a
positive effect on the media market, but no
one expects a positive turnaround before
2014. Government's maneuvers are
unpredictable, which makes any forecasts
more difficult.

by Media?
Despite decreasing importance, TV still
receives the highest level of investment
28.1%. The increasing importance of cable
channels has weakened the position of
nationwide commercial broadcasters.
Significant decrease for other offline touch
points.
Compared to offline channels, internet
grows continuously +13.5% in 2012 and a
forecast +5.1% in 2013. After a minor loss
there has been a recovery of display ad
spend, whilst search and especially mobile
solutions increase significantly.

What has been the performance by
Category?
Similar to the total ad market only a few
categories have increased y-o-y spend. In
case of Automotives it is rather a correction
and then stabilization after the tough years.
Government regulations, including extra
taxes caused heavy losses for banks; as a
result investments in the Banking sector
decreased by almost 10% and a further
loss of 8% is expected for the present year.
Restrictions are also affecting the retail
business this year, thus causing problems
for the whole FMCG sector. Further budget
cuts are expected in several categories in
2013.

advertisers?
The importance of digital media increases
further, especially SEM, video and social.

HUNGARY
OTC
Ent.
Mass
Media
Trading
Firms
Banking
Cars
Mobile
Telco
Food
Shops
Catering
Cable Prov.
-15%
-10%
-5%
0%
5%
10%
15%
0 5,000 10,000 15,000
Top 10 Categories
2013f
Net HUF
Million
2012f vs.
2011
YOY%
Medicinal Products (OTC) 12 600 -4%
Mass Media 10 500 8%
Trading Firms 10 000 4%
Entertainments & Sporting
Events
9 800 -7%
Banking 7 500 -3%
Cars, Vehicles 6 700 5%
Mobile Telecomms 5 100 -9%
Food Shops, Food Labels 5 050 4%
Catering 3 600 -5%
Cable Providers 2 600 8%
2013 Net Spend (HUF million)
65
BRIGHT PROSPECTS ONLY FOR DIGITAL MEDIA
TELEVISION
Decrease in TV investments:
Smaller media budgets cause lower
demand, and due to the floating price
system, it also lowered TV prices at the
leading terrestrial channels.
As a consequence of that, cable
channels had to decrease their prices too
in order to maintain the difference vs the
big channels.
The 2 leading nationwide channels, TV2
and RTL Klub keep losing audience share
too, while cable as a total are maintaining
theirs. Strong competition between the 2
leaders, but RTL Klub, flagship of R-Time,
strengthened its position versus the runner-
up TV2.
AT Media, one of the most powerful sales
house with cable channels has further
increased its share with acquisition of
Cartoon Network, it thereby now owns the
majority of kids channels.
The real winner is M1, as the state-owned
nationwide channel broadcasts almost all
the major sporting events. They also invest
seriously in programming, but its effect on
viewership is not obviously positive.

DIGITAL
Generally digital is less affected by the
colder economic climate. Close to 10%
increase forecasted for SEM, and even
more for video. Due to the increasing
penetration of smart phones, mobile ad
investments could grow by a fifth.
The Display market is affected by the
heavy depression in the advertising market,
but we expect a recovery this year.

PRINT
Further shrinking of readership, income,
content and circulation numbers. About
5% decrease in ad spend expected.
All dailies, including the local papers, are
suffering from a continuous decrease in
readership figures. Decrease in
expenditures since the downturn. Several
weeklies and bi-weeklies have changed
their frequency to longer periodics or
seasonal issues, but ceasing publication is
not typical in the market. Digital formats for
PCs or mobile devices still cannot
compensate for the lost audiences.

RADIO
The biggest loser since 2011, but no
further decreases are expected for Radio
media investments.
The structure of the whole radio market
changed at the beginning of 2012 due to
the frequency decisions of the Media
Council, and the bankruptcy and closure of
Neo FM, one of the former market leading
channels.

OUTDOOR
Slight decline in the number of advertisers
compared to 2010, the year of political
campaigns. Digital-based new formats
could save this media type, but until fruition
the fall off will not stop.
HUNGARY
-7.6
-5.0
-5.0
18.8
0.0
-3.0
5.1
-1.7
Television
Newspaper
Magazine
Radio
Cinema
Outdoor
Digital
Total
28.1
14.6
14.0
8.2 0.90
11.6
22.6
Television Newspaper Magazine
Radio Cinema Outdoor
Digital
66
2010 2011 2012 2013 2014f
Television
-13.5 -2.4 0.4 -7.6 -11.0
Newspaper
-7.3 -12.5 -3.0 -5.0 -4.8
Magazine
-10.9 -15.2 0.2 -5.0 -3.0
Radio
-1.3 -37.7 -17.1 18.8 -13.3
Cinema
6.2 2.8 19.6 0.0 -14.6
Outdoor
-8.7 4.9 0.7 -3.0 -4.0
Digital
30.8 4.7 13.5 5.1 2.4
Display
26.7 -2.8 17.8 4.0 -2.1
Search
47.1 20.0 10.0 8.0 9.0
Mobile
44.0 50.0 20.0 25.0
Other
11.4 0.0 2.1 0.0 -2.0
TOTAL
-4.6 -8.4 1.1 -1.7 -5.4
2010 2011 2012 2013 2014f
Television
28.2 30.0 29.9 28.1 26.4
Newspaper
16.5 15.8 15.1 14.6 14.7
Magazine
15.8 14.6 14.5 14.0 14.3
Radio
12.1 8.3 6.8 8.2 7.5
Cinema
0.6 0.7 0.9 0.9 0.8
Outdoor
10.3 11.8 11.8 11.6 11.8
Digital
16.5 18.8 21.1 22.6 24.5
Display
8.8 9.4 10.9 11.6 12.0
Search
4.4 5.8 6.3 7.0 8.0
Mobile
0.3 0.5 0.7 0.8 1.1
Other
2.9 3.2 3.2 3.3 3.4
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
47,616 46,457 46,661 43,130 38,398
Newspaper
27,878 24,387 23,652 22,470 21,384
Magazine
26,612 22,556 22,611 21,480 20,836
Radio
20,496 12,773 10,594 12,580 10,912
Cinema
1096.0 1126.2 1346.8 1346.8 1150.5
Outdoor
17,408 18,253 18,389 17,837 17,116
Digital
27,813 29,114 33,049 34,739 35,556
Display
14,913 14,494 17,069 17,751 17,382
Search
7,500 9,000 9,900 10,692 11,654
Mobile
500 720 1,080 1,296 1,620
Other
4,900 4,900 5,000 5,000 4,900
TOTAL
168,920 154,666 156,303 153,583 145,353
2010 2011 2012 2013 2014f
Television
216 211 212 196 175
Newspaper
127 111 108 102 97
Magazine
121 103 103 98 95
Radio
93 58 48 57 50
Cinema
5.0 5.1 6.1 6.1 5.2
Outdoor
79 83 84 81 78
Digital
126 132 150 158 162
Display
68 66 78 81 79
Search
34 41 45 49 53
Mobile
2 3 5 6 7
Other
22 22 23 23 22
TOTAL
768 703 711 698 661
REGION: HUNGARY
HUNGARY
Source Kantar Media (offline + display), IAB Hungary (online excl. display) / estimated by Aegis Media
67
LATVIA: FORECAST FOR CURRENT YEAR POSITIVE +6.5%
beyond into 2014?
Due to caution as a result of the weak
economic outlook, the advertising market
was rather modest in the last quarter of
2012. The forecast for the current and
upcoming year growth wise is positive
+6.5%. Yet the unknown factor is how the
implementation of the Euro will influence
the market in 2014 and will it happen at
all?

year?
The local municipality elections have
begun and will help boost sales in different
media channels in Q2 but with no
significant influence on the year overall.
No sporting events are expected to have a
significant affect on advertising revenue.

growth/decline?
The main factor is organic growth. TV
price inflation is limited to the official state
consumer price index (stated by the
competition council after the merger of two
main TV channels MTG acquisition of LNT
group), however it will still be with a plus
sign. Thus all the speculation around this
merger is over and the market has shown
slight, stable growth.

Category?
Still the most aggressive and largest
portion of the ad market belongs to
Communication companies. The Food
sector, Cosmetics/Personal Hygiene and
Business, Financial sectors are forecast to
develop and perform well over the coming
year.

advertisers?
Latvia is a small market and one of the
biggest challenges is the huge impact TV
has on the media market, which now due
to the completion of the MTG acquisition
has now stabilized, in a way brought to
order with slight and steady TV price
increases.
Digital media share to increase over the
next three years.

Digital media
share to
increase over
the next three
years
LATVIA
Communic
ation
Food
Trading
(retail)
Cosmetics
Business
Entertain.
Medicine
Household
Non-
Alcoholic
Beverages
Transport
-20%
-10%
0%
10%
20%
30%
40%
50%
0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Communication, Office
Equipment
89,2 -5%
Food Products 103,1 10%
Trading (retail) 60,9 0%
Cosmetics, Pers. Hygiene 63,8 9%
Business, Financial
Services, Real Estate
72,8 40%
Entertainment, Culture,
Recreation
54,9 11%
Medicine 36,6 -5%
Household Goods 40,6 17%
Non-Alcoholic Beverages 29,2 3%
Transport Means 21,9 -11%
68
NEWSPAPERS STILL STRUGGLING
TELEVISION
MTG acquisition of LNT group was
finalized early in 2012. According to
Competition Council restrictions, this deal
has not affected existing TV contracts and
conditions however there are many
restrictions regarding net price inflation etc.
Smart TV penetration is still quite low and
TV channels do not have the resources to
invest in digital innovations.
The National Electronic Media Council has
agreed upon a new concept, that of
combined Latvian public media. In the
following years state TV channels LTV1
and LTV7 will be merged with state radio
channels as well as all the respective web
platforms. The combined public media
goal is to become the leading media in
Latvia within 5 years. However income
from advertising will still make up just a
small fraction of the public media budget,
so no fundamental changes in the working
style of LTV or LR are to be expected.

DIGITAL
As internet access and speed increases,
digital services also grow.
Ad investments in 2012 have increased by
11% and it does not fully cover search,
social, mobile.
Google is strengthening its position in
Latvia.

MOBILE
Almost all Top 20 portals have mobile
versions, yet with no common way of
advertising still.
Due to high competition between mobile
operators and the constantly decreasing
price for mobile internet, more and more
people are switching to Smartphones.
Tele2 estimates that in 2013 the number of
sold Smartphones will be larger than
regular phones.

PRESS
Newspapers are still struggling to survive.
In 2012 newspaper ad investments
decreased by another 13%.
The decrease in advertising is slightly more
evident amongst Russian language
newspapers, especially weeklies.
Consequently there was a consolidation of
two main Russian language publishing
houses that was finalized in 2012.
The total readership base for magazines is
stable, for some even positive. In 2012 the
amount of subscribers has increased by
12%.

OUTDOOR
OHH segment in general is recovering year
on year.
Such formats as large billboards (walls) are
back in demand

RADIO
The radio market is still too fragmented
with extremely high competition.

CINEMA
Still very small amounts and no significant
development forecasted.
LATVIA
10.0
-0.7
8.5
6.1
-5.6
15.6
6.7
6.5
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
47.5
16.7
7.3
9.4
10.1
8.5
0.5
Cinema
69
2010 2011 2012 2013 2014f
Television
-1.0 6.3 12.4 6.7 6.3
Newspaper
-31.7 -0.5 -16.5 -5.6 -2.2
Magazine
-29.8 14.7 4.5 6.1 1.5
Radio
-18.8 -3.3 -7.8 -0.7 -2.2
Cinema
-10.7 -26.8 0.0 10.0 6.3
Outdoor
-21.7 -1.9 13.0 8.5 5.5
Digital
-1.9 16.7 15.7 15.6 15.5
Other
-1.9 14.0 15.3 16.4 15.9
TOTAL
-13.2 5.4 6.9 6.5 5.9
2010 2011 2012 2013 2014f
Television
44.7 45.1 47.4 47.5 47.6
Newspaper
11.2 10.6 8.3 7.3 6.8
Magazine
8.9 9.7 9.4 9.4 9.0
Radio
11.5 10.6 9.1 8.5 7.9
Cinema
0.7 0.5 0.4 0.5 0.5
Outdoor
10.0 9.3 9.9 10.1 10.0
Digital
12.9 14.2 15.4 16.7 18.2
Other
12.9 13.9 15.0 16.4 17.9
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
20.5 21.8 24.5 26.2 27.8
Newspaper
5.2 5.1 4.3 4.0 4.0
Magazine
4.1 4.7 4.9 5.2 5.3
Radio
5.3 5.1 4.7 4.7 4.6
Cinema
0.3 0.2 0.2 0.3 0.3
Outdoor
4.6 4.5 5.1 5.5 5.8
Digital
5.9 6.9 8.0 9.2 10.6
Other
5.9 6.7 7.8 9.0 10.5
TOTAL
46 48 52 55 58
2010 2011 2012 2013 2014f
Television
39 42 47 50 53
Newspaper
10 10 8 8 8
Magazine
8 9 9 10 10
Radio
10 10 9 9 9
Cinema
0.6 0.4 0.4 0.5 0.5
Outdoor
9 9 10 11 11
Digital
11 13 15 18 20
Other
11 13 15 17 20
TOTAL
88 92 99 105 111
REGION: LATVIA
LATVIA
Source TNS / BMF & Carat Estimations
70
CAUTIOUS GROWTH IN LITHUANIA
beyond into 2014?
The Lithuanian advertising market is
growing year on year with expectations of
growth of 3.5% this year and 3.2% in 2014.
The growth however is at a slower rate
than it was before the economic downturn
(15.5% in 2007 and 9.1% in 2008) and is
on average in line with country GDP growth
as advertisers remain cautious regarding
their budgets for advertising.

year?
There will be less events attracting
advertisers attention in 2013 compared to
2012 however FIBA EuroBasket 2013 will
be one event that is expected to help
media budgets grow.

growth/decline?
TV is expected to grow by 4.5% in 2013.
High demand has resulted in TV stations
increasing gross prices yet keeping the
same discount levels. Also spot length
indices have been introduced by two of the
biggest commercial channels TV3 and
LNK. Newspapers will continue to decline
(-5% in 2013) as a result of lower
readership numbers and media budgets
shifting online. Subsequently online media
has become the fastest growing in 2013.
Ad spends in Magazines 1%, Radio and
OOH flat as demand remains stable.

Category?
Mobile Telecommunications increased
adspends by 2% in 2012 due to high
competiition however this sector is
expected to decline by up to 5% this year
due to the optimisation processes in all
three of the biggest mobile operators.
Retail, Financial Services, Remedies and
Confectionary are expected to increase
their budgets.

advertisers?
TV will remain the leading medium with
circa 50% of total ad spend. Online will
become the second largest medium in
terms of share of ad revenue in 2014,
overtaking Newspapers. Google,
Facebook and Mobile advertising are
expected to become more significant
players in the ad market. Newspapers and
Magazines will shift further to online
platforms to keep their budgets. Radio and
OOH willl remain fairly stable players
however a few smaller channels and
agencies are expected to be moved out of
the ad market.

Online will
become the
second largest
media
LITHUANIA
Mobile
Teleco.
Retail
Remedies
Financial
Confection
ery
Events
Household
Alcoholic
Bev.
Medical
Services
Soft Drinks
-10%
-5%
0%
5%
10%
15%
0 50 100 150 200
Top 10 Categories
2013f
Net LTL
Million
2012f vs.
2011
YOY%
Mobile Telecoms 155,5 -5%
Retail 138,4 +2%
Remedies 118,9 +4%
Financial Services 88,3 +11%
Confectionery 62,6 +7%
Events 55,9 +3%
Household Hygiene 50,2 -2%
Alcoholic Beverages 53,3 +5%
Medical Services &
Institutions
40,0 -5%
Soft Drinks 30,1 -6%
2013 Net Spend (LTL million)
71
TV & DIGITAL TOP OF MIND MEDIA
TELEVISION
The TV signal has been switched from
analogue to digital as of October 28 2012.
This process forced a slight decrease in the
reach of the biggest TV channels whilst
smaller channels are increasing their
unique audience numbers. Reacting to this
trend the biggest TV group MTG started to
sell airtime in Russian speaking channel
RTR in order to maintain its TV group
reach similar to previous years. In 2013 for
the first time two of the largest TV groups
MTG & MG introduced spot length indices
that is expected to cause inflation and
could result in some budgets shifting away
from TV to digital.

DIGITAL
The highest growth will be in online video,
search & social media while major
investments are still in display. Online
video strongly supports alcohol brands TV
campaigns because alcohol ads are
allowed on TV only after 23:00 PM. 2013
will be the first year when investments in
Digital will be higher than in Magazines.

MOBILE
Smart phone penetration was 25% in 2012
with the forecast for 2013 31%. Although
the cost per contact in this medium is
rather high, campaigns targeting audiences
up to 30 years old with income could be
useful due to still low ad clutter.
PRESS
Magazine advertising demand is still high
compared to Newspapers therefore,
Magazine advertising income will remain
stable whilst Newspaper revenues continue
to decline.

OUTDOOR
Outdoor still hasnt got any unique
audience research system therefore,
together with a quite rigid discount policy it
loses (-3% in 2012, flat in 2013) in
competition with other media types.
According to preliminary plans two of the
biggest outdoor providers will introduce
Outdoor impact research which will
estimate outdoor sites\bus shelters GRP in
the capital Vilnius. This improvement could
generate extra income for them.

RADIO
Radio is treated mainly as a promotions
campaign support medium with lack of
modernity so this mediums income is in
stagnation.

CINEMA
Cinema is one of the most impactful
mediums but also one of the most
expensive in terms of CPP. Despite this,
advertisers are allocating a bit more
frequency to this medium which influences
significant growth.
25.0
0.0
0.0
1.0
-5.0
18.0
4.5
3.5
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
49.0
10.9
14.0
10.1
6.5
7.6
0.5 1.4
SHARE OF AD SPEND BY MEDIUM %
2013
Cinema Other
LITHUANIA 72
2010 2011 2012 2013 2014f
Television
5.5 5.9 3.5 4.5 5.3
Newspaper
-16.7 0.0 -12.0 -5.0 -6.0
Magazine
-5.6 2.9 2.0 1.0 2.0
Radio
-7.1 3.8 0.0 0.0 1.0
Cinema
-18.2 11.1 35.0 25.0 10.0
Outdoor
-4.3 9.1 -3.0 0.0 2.0
Digital
25.0 12.0 18.0 18.0 22.0
Other
-17.8 0.0 19.0 15.0 16.0
TOTAL
-1.5 5.0 1.3 3.5 3.2
2010 2011 2012 2013 2014f
Television
47.1 47.5 48.6 49.0 50.0
Newspaper
18.5 17.6 15.3 14.0 12.8
Magazine
10.5 10.3 10.3 10.1 10.0
Radio
8.0 7.9 7.8 7.6 7.4
Cinema
0.3 0.3 0.4 0.5 0.5
Outdoor
6.8 7.0 6.7 6.5 6.4
Digital
7.7 8.2 9.6 10.9 12.9
Other
1.1 1.1 1.3 1.4 1.6
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
153.0 162.0 167.7 175.2 184.5
Newspaper
60.0 60.0 52.8 50.2 47.2
Magazine
34.0 35.0 35.7 36.1 36.8
Radio
26.0 27.0 27.0 27.0 27.3
Cinema
0.9 1.0 1.4 1.7 1.9
Outdoor
22.0 24.0 23.3 23.3 23.7
Digital
25.0 28.0 33.0 39.0 47.6
Other
3.7 3.7 4.4 5.1 5.9
TOTAL
325 341 345 357 369
2010 2011 2012 2013 2014f
Television
59 62 65 68 71
Newspaper
23 23 20 19 18
Magazine
13 14 14 14 14
Radio
10 10 10 10 11
Cinema
0.3 0.4 0.5 0.7 0.7
Outdoor
8 9 9 9 9
Digital
10 11 13 15 18
Other
1 1 2 2 2
TOTAL
125 131 133 138 142
REGION: LITHUANIA
LITHUANIA
Source TNS Gallup / Carat Estimations
73
POLAND: MARKET DECLINES -1.6% IN 2013
beyond into 2014?
In 2012 we observed a drop in media
investments -3.8%. Also in 2013 a drop is
expected but lower -1.6%. In 2014 the
market should recover +1.9%
(macroeconomic forecasts are positive).

year?
There will not be any important political or
sporting events in Poland this year. Next
year there will also not be any kind of such
events in Poland but the Football World
Cup should bring more investments to TV
(2014).

growth/decline?
2013 will be the third year of total market
decrease but smaller than in 2012. The
fastest declining is print media as audience
shifts towards electronic devices: huge
increase of smartphones and tablets as
well. Also OOH media are losing and TV.
Radio and cinema are rather flat. Internet
still increases its revenue as it attracts new
audience.

Category?
Cellular networks, loans and vitamins
recorded the biggest drops amongst the
top categories. Some activity was shifted
to internet and there is lack of internet
spend monitoring. However loans are
under heavy pressure as the mortgage
market decreases for several quarters as
consumers stop buying new flats.
Supermarkets increase spend as the result
of significant competition.

advertisers?
This year the economy will not increase
significantly and there are more people out
of work in Poland. Unemployment recorded
13.4% in December 2012 and the trend is
not good. Consumers are reducing their
spend on food, cars, new flats. Fortunately
European funds will help to make
infrastructure investments which will help
employment and increase spending power.

2013 will be the
third year of total
market decrease
POLAND
Cellular
Network
Cold
Resistant
Supermark
ets
Loans
Vitamins
Cinema
Films
TV
Broadcast
Alcoholic
Beer
Magazines
-15%
-10%
-5%
0%
5%
10%
15%
20%
0 100 200 300 400 500
Cars
Top 10 Categories
2013f
Net PLN
Million
2012f vs.
2011
YOY%
Cellular Network 412.2 -10%
Cars 249.9 0%
Cold Resistant Products 235.8 10%
Small General Supermarkets
and Discount Stores
167.1 15%
Loans 122.2 -10%
Vitamins, Stimulants,
Immunity
107.3 -5%
Cinema Films 120.9 10%
TV Broadcasters 113.6 5%
Alcoholic Beer 112.3 5%
Magazines 97.8 0%
2013 Net Spend (PLN million)
74
TELEVISION
Television is still the main medium in
Poland. The reach of the channels is
increasing as terrestrial TV is developed.
Some of the biggest channels are losing as
the technical penetration of smaller players
becomes wider.

DIGITAL
Internet is the fastest growing after mobile.
Penetration increasing slowly but
consumption and time spent increasing
notably. Display formats are becoming less
popular as search and other formats of
effective advertising are developed.

MOBILE
Mobile is growing fast, however from a
small base. Polish consumers were
offered a huge amount of smartphones last
year and c.1/3 of the population have them
already. Also internet usage on
smartphones has been boosted as mobile
operators offer flat tarrifs and increased
sizes of data transfer. Tablets are not really
popular and we estimate c. 5% of the
population use them currently.

PRESS
Print media is still losing audience, with
shifts to internet and mobile. The majority
of titles of all categories are losing both
audience and advertising money.

OUTDOOR
Measured OOH media in Poland is forecast
to decline 3% this year however indoor
activities in shopping centres and other
places are not measured.

RADIO
Radio is heavily used for sales campaigns
because of its cheap prices and popularity
with key categories. The medium is slowly
but constantly increasing. +2.1% forecast
this year.

CINEMA
Cinema is a niche medium and its growth is
rather small.
0.0
2.1
-3.0
-5.6
-9.4
8.1
-2.5
-1.6
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
55.3
12.3
5.2
8.4
7.0
9.5
2.3
Cinema
MOBILE REVOLUTION BEGINS
POLAND 75
2010 2011 2012 2013 2014f
Television
11.1 -0.5 -5.7 -2.5 2.9
Newspaper
-16.5 -14.9 -17.3 -9.4 -8.8
Magazine
-12.6 -13.0 -5.0 -5.6 -4.4
Radio
-0.2 1.0 4.1 2.1 0.5
Cinema
1.9 0.0 0.5 0.0 1.0
Outdoor
-2.9 0.0 -3.1 -3.0 -1.0
Digital
21.0 25.0 9.1 8.1 9.0
Display
-14.0 -23.0 -0.7 -7.0
Search
19.8 22.9 11.4 12.2
Rich Media
81.5 74.7 12.0 20.3
Social Media
74.2 40.4 26.1 24.6
Mobile
117.8 118.4 69.9 78.3
Other
-7.4 2.8 -15.1 -15.8
TOTAL
4.0 -0.7 -3.8 -1.6 1.9
2010 2011 2012 2013 2014f
Television
56.8 56.9 55.8 55.3 55.8
Newspaper
7.7 6.6 5.6 5.2 4.7
Magazine
10.2 9.0 8.8 8.5 8.0
Radio
8.3 8.4 9.1 9.5 9.3
Cinema
2.1 2.1 2.2 2.3 2.3
Outdoor
7.0 7.1 7.1 7.0 6.8
Digital
7.8 9.9 11.2 12.3 13.2
Display
6.0 5.2 4.1 4.2 3.8
Search
4.7 5.7 7.3 8.2 9.1
Rich Media
0.9 1.7 3.1 3.6 4.2
Social Media
0.8 1.4 2.0 2.6 3.2
Mobile
0.2 0.3 0.8 1.4 2.4
Other
3.1 2.9 3.1 2.7 2.2
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
5,304 5,278 4,976 4,850 4,989
Newspaper
715 608 503 456 416
Magazine
955 830 789 745 712
Radio
774 782 814 831 835
Cinema
199 199 200 200 202
Outdoor
655 655 635 616 610
Digital
733 916 999 1,080 1,177
Display
559 480 370 367 341
Search
441 528 649 724 812
Rich Media
88 160 280 313 377
Social Media
73 128 180 227 282
Mobile
15 32 70 119 212
Other
294 272 280 238 200
TOTAL
9,335 9,269 8,916 8,778 8,941
2010 2011 2012 2013 2014f
Television
1,702 1,694 1,597 1,557 1,601
Newspaper
229 195 161 146 134
Magazine
307 267 253 239 229
Radio
248 251 261 267 268
Cinema
63.9 63.9 64.2 64.2 64.8
Outdoor
210 210 204 198 196
Digital
235 294 321 347 378
Display
179 154 119 118 110
Search
142 170 208 232 261
Rich Media
28 51 90 101 121
Social Media
24 41 58 73 91
Mobile
5 10 22 38 68
Other
94 87 90 76 64
TOTAL
2,996 2,975 2,862 2,817 2,870
REGION: POLAND
POLAND
Exchange rate vs. US$: 3.11556; Source: Nielsen Audience Measurement, Kantar Media, Internet Standard/Aegis Media Estimations; Figures Net Net
76
ROMANIA: RECOVERY IN 2014
beyond into 2014?
We are expecting a significant decrease in
adspend in the Romanian market in 2013 -
18.1%. TV remains the main driver with
approximately 54% share of the total
market. In 2014 we forecast a flat/slight
increase in the overall market +1.1% vs.
2013.

year?
No important political events in 2013 but
could be an agitated year due to the
upcoming presidential elections from 2014.
No important sporting events to affect
Romanian ad spend in 2013.

growth/decline?
In Romania, TV attracts the largest share
of media investments (54%) however is
forecast to fall by another 25% this year
whilst internet remains the only media type
continuing to grow +10% (2013). Print will
decrease by another 15-20% whilst
Outdoor to remain flat.

Category?
According to local monitoring data OTC is
the top spending category followed by
Mobile Telecommunication Services and
Carbonated soft drinks (estimates based
on rate card figures). Important decrease
in gross budgets for Yoghurts (-33%),
Mineral water (-31%) and Carbonated Soft
drinks (-16%).

advertisers?
The evolution of the Romanian Media
landscape will be directly related to the
economic trend in the next 3 years. The
biggest challenge is keeping the media
market stable in terms of prices and spend.
The biggest challenge in the next few years
for advertisers will be the new advertising
law which has been adopted by the
government and the disappearance of
rebates from the TV market. Also the big
TV stations have already announced prices
rises and extra charges for prime time
which will directly affect the spend of all
advertisers.

Romanian ad
spend to decrease
for a 5th year in a
row this year
ROMANIA
OTC
Mobile
Carbonat
ed soft
drinks
Beer
Retail
Mineral
water
Cars
Chocolate
Banks .
Yoghurt
-40%
-35%
-30%
-25%
-20%
-15%
-10%
-5%
0%
5%
10%
0 50 100 150
2013 Net Spend Local Currency million
Top 10 Categories
2013f
Net ad
Spend
Million
2012f vs.
2011
YOY%
OTC 100 -6%
Mobile Telecommunications 66 -3%
Carbonated Soft Drinks 30 -16%
Beer 36 0%
Retail 29 -1%
Mineral water 20 -31%
Cars 26 -7%
Chocolate 25 -4%
Banks & Banking Services 22 -11%
Yoghurt 13 -33%
77
TV ATTRACTS THE LARGEST SHARE OF MEDIA INVESTMENTS
TELEVISION
The main commercial stations will continue
in 2013 to produce entertainment
programmes - talent shows, game shows,
quiz shows. The Romanian series, "exotic"
series (Turkish, Indian, Korean) is expected
to have the same good audiences as in
previous years. The generalist stations will
focus on local productions or international
formats. It will continue increasing
interactivity with viewers, especially
through social media platforms, so-called
"social TV.

DIGITAL
The continuing shift of traditional business
to online sales and the need of advertisers
to strictly control and monitor their
communication, results in an increase in
online ads. We see also an increase in
the development of tools for digital
campaign optimization. Because the
consumer changed his media consumption
habits (reading more online newspapers,
viewing more video news) the formats that
will be preferred by advertisers will be more
video and interactive. We believe that
integrated communications with content
mainly distributed digitally or on the mobile
will start to increase digital budgets.
MOBILE
As Smartphone penetration continues to
grow, more mobile ads will be used to
stimulate product sales using smart phones
(easier and more convenient for the
consumer). 2.5 million Smartphones in
Romania; 85% of owners use Smartphones
at home and 72% of them use it on the
move. 9% of Romanians (1.6 million) go
online using a mobile; 74% use their
mobile to go online during a day (according
to Mediascope/ IAB Europe).

PRESS
Press continues to be the most affected by
the decrease in media investments, with
magazines being the ones affected the
most. Amongst newspapers, the hardest
blow was felt by tabloids, that in the past
had some of the highest ad revenues.
Total ad spend for this medium is expected
to decrease by 15-20% in 2013; tabloids
keep the highest number of sold units but
with a 17% decrease. Sport and generalist
national titles have more than a 20%
decrease in sold circulation.

OUTDOOR
2013 will be a year without election
campaigns and historically years without
political campaigns are good years when
most advertisers are able to choose the
best locations in peak months.
The main trend is the development of local
advertisers.

RADIO
No important changes in this medium, 90%
of the total Radio market is held by three
saleshouses: MGSI, Clier Media and Regie
Radio Music. Retail is the leading category
for radio ad spends followed by Mobile
telecommunication and Spare time
actvities.

CINEMA
Cinemas have given up classical
projectors, more than 90% of theatres are
now digital. The expansion of cinema
continues, with new cities reached.
ROMANIA
-5.0
-5.0
0.0
-20.0
-15.0
10.0
-25.0
-18.1
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
54.2
10.7
11.5
10.5
6.6
5.3
1.1
Cinema
78
2010 2011 2012 2013 2014f
Television
-14.8 -7.0 -15.0 -25.0 0.0
Newspaper
-10.0 -10.0 -6.0 -15.0 0.0
Magazine
-10.0 -10.0 -10.0 -20.0 0.0
Radio
-10.0 -5.0 -5.0 -5.0 0.0
Cinema
15.0 0.0 -10.0 -5.0 0.0
Outdoor
-15.0 0.0 -15.0 0.0 0.0
Digital
15.0 20.0 10.0 10.0 10.0
TOTAL
-12.2 -5.8 -11.4 -18.1 1.1
2010 2011 2012 2013 2014f
Television
62.4 61.6 59.2 54.2 53.6
Newspaper
10.9 10.4 11.1 11.5 11.4
Magazine
11.1 10.6 10.8 10.5 10.4
Radio
4.3 4.3 4.6 5.3 5.3
Cinema
0.9 0.9 1.0 1.1 1.1
Outdoor
5.3 5.7 5.4 6.6 6.6
Digital
5.1 6.4 8.0 10.7 11.7
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
903 840 714 535 535
Newspaper
158 142 134 113 113
Magazine
161 145 130 104 104
Radio
62 59 56 53 53
Cinema
12.8 12.8 11.5 10.9 10.9
Outdoor
77 77 66 66 66
Digital
73 88 97 106 117
TOTAL
1,446 1,363 1,207 989 999
2010 2011 2012 2013 2014f
Television
275 255 217 163 163
Newspaper
48 43 41 35 35
Magazine
49 44 40 32 32
Radio
19 18 17 16 16
Cinema
3.9 3.9 3.5 3.3 3.3
Outdoor
24 24 20 20 20
Digital
22 27 29 32 36
TOTAL
440 414 367 301 304
REGION: ROMANIA
ROMANIA
Source GfK Romania/TNS-AGB Int'l, Alfa Cont Media Watch and Carat estimation
79
RUSSIA: STRONG GROWTH IN AD SPEND CONTINUES +11.3%
beyond into 2014?
Russia's GDP growth rate is slowing down:
3.4% (2012) vs. 3% (2013 forecast).
Therefore experts assume a slight
slowdown in the Russian ad market:
+11.3% by the end of 2013 and 10.9% in
the next year.

year?
In 2014 Russian sports market could grow
up to 3 times due to the Winter Olympic
Games. It attracts the biggest sponsorship
budget ever with participants from more
then 20 national and worldwide partners.

growth/decline?
Internet demonstrates the fastest growth
over the last few years in terms of audience
penetration and market volume. However
experts assume its growth will slow down in
a few years time. TV and Internet are the
main media in Russia with the highest
share of the market (48% and 19%
according to the 2012 result). This media
will mainly drive market growth. The share
of other media segments will decrease as a
result of the growth of those segments.
Press suffers the most with a trend of
readers going online.
Since July 2012 alcohol advertising
(included beer) is totally banned on TV,
Internet and OOH. Since January 2013
alcohol advertising is totally banned in
Print. Tobacco advertising is banned on
TV, Radio, OOH and partly on Print (on the
covers and on the first or last page),

Category?
Cars, Retail and Finance are drivers of the
market growth.

advertisers?
In Russia traditional media consumption is
decreasing from year-to-year. New
technology development, growth of Internet
penetration will change the media
landscape. Share of Internet ad spends
could reach more than 30% in 3-4 years.
To be successful advertisers should take
into account all changes, integrate new
media and use the latest digital technology

Share of Internet
ad spends could
reach more than
30% in 3-4 years
RUSSIA
Retail
Beauty
Medicines
Cars
Confection
Non-
Alcoholic
Drinks
Financial
Communic
ation
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
0 200 400 600 800 1,000 1,200 1,400
Food
Household
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Retail 1 077 11%
Beauty & Healthcare 502 -10%
Medicines 725 10%
Cars 634 20%
Food 413 -5%
Confectionery 334 7%
Non-alcoholic Drinks 288 0%
Financial Services 338 15%
Communication Services 242 -5%
Household Chemistry 159 -10%
80
TV AND INTERNET ARE DRIVING THE MARKET GROWTH
TELEVISION
TV is still very popular in Russia: time
viewing is stable (about 4 hours per day;
monthly reach 99%). However
fragmentation of audience is high the
number of TV channels is growing from
year to year (mainly on account of rapid
CSTV development) as a result share of
the Top 3 national TV channels constantly
decreasing. TV markets growth slows
down: +9% according to 2012 results; and
+7.5% is expected for full year 2013.
Music is not popular: in 2012 the music TV
Channel MUZ TV was changed into
entertainment TV Channel U TV. This year
MTV will stop broadcasting in Russia.
DIGITAL
Internet penetration in Russia has reached
66% (71% in Moscow), its growth remains
robust about 15% annual audience
increase. The growth comes mainly from
the big cities and due to an increase of the
number of online users among older
groups. Internet market grows faster than
audience: +35% according to the 2012
results. But market increase will probably
slow down +28% in 2013 and +25% in
2014. There are two main factors driving
the Internet market: rapid growth of online
video advertising and the development of
RTB technology. Online video ads grew by
59% in 2012. RTB is a relatively new but
rapidly growing mechanism in Russia.
Russians are the heaviest social
networkers worldwide in terms of time
spent per user. The latest trend is
integration with traditional media - merging
TV and Internet. Currently smart TV is 10%
from all TV sets sold in Russia.
MOBILE
Smartphones are gaining market share in
Russia. More than 20% of Russians are
smartphone users. In 2012 the number of
smartphones users grew by 25%. Rapid
growth of Mobile Internet 27% in 2012
(+38% to the previous year).
PRESS
Press recovers slowly and still experiences
difficulties. Circulation of print editions are
falling and prices of print issues are
growing. The segment shows the lowest
market growth among all media +2% in
2012 and only 1% estimates in 2013.
Newspaper & Magazine readership is
permanently decreasing during the past 3
years. At the same time Internet
penetration is growing, data search and
reading news online is a part of it. Since
January 2013 alcohol advertising is totally
banned in Print, it will lead to further market
stagnation.
OUTDOOR
Market growth +10% in 2012. OOH
inventory is constantly decreasing due to
cleaning program from the Moscow
government. To keep effective
communication we recommend using other
types of advertising in addition to the
standard placement - transport, Metro and
Indoor. JCDecaux SA the biggest OOH
advertising company worldwide to acquire
25% of Russian Outdoor, the largest
outdoor advertising company in Russia.
New auction buying system brings
additional cost increase.
RADIO
Radio is slowly losing its audience, time of
radio listening is decreasing, but there is
increase of online listening especially
among the young audience. In 2012 radio
market showed the rapid growth: +23%.
Most of advertisers have relocated budgets
in favour of Radio due to the continuing
legislative OOH restrictions in Moscow.
Governs intend to launch new federal radio
network for Olympic Games 2014 in Sochi.
CINEMA
Markets growth slows down: +19% in 2012
(vs. +15% in 2013).
15.0
15.0
10.0
0.0
2.0
28.0
7.5
11.3
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
46
22
7
6
13
5
1.7
Cinema
RUSSIA 81
2010 2011 2012 2013 2014f
Television
15.0 18.3 9.0 7.5 7.3
Newspaper
6.0 5.6 2.0 2.0 2.0
Magazine
6.9 8.3 1.3 0.0 0.0
Radio
15.1 13.9 23.0 15.0 10.0
Cinema
42.3 32.4 19.3 15.0 15.0
Outdoor
28.2 15.7 10.0 10.0 10.0
Digital
49.8 56.0 34.7 28.0 24.7
Display
39.3 45.2 17.3 15.0 14.0
Search
57.4 63.0 44.7 34.0 29.0
TOTAL
18.7 20.6 12.9 11.3 10.9
2010 2011 2012 2013 2014f
Television
50.7 49.7 48.0 46.4 44.9
Newspaper
9.0 7.8 7.1 6.5 6.0
Magazine
8.4 7.5 6.8 6.1 5.5
Radio
4.7 4.5 4.9 5.0 5.0
Cinema
1.4 1.6 1.7 1.7 1.8
Outdoor
13.6 13.0 12.7 12.5 12.4
Digital
12.3 15.9 18.9 21.8 24.5
Display
4.8 5.8 6.0 6.2 6.4
Search
7.4 10.1 12.9 15.5 18.1
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
130,700 154,600 168,500 181,138 194,361
Newspaper
23,100 24,400 24,900 25,398 25,906
Magazine
21,600 23,400 23,700 23,700 23,700
Radio
12,200 13,900 17,100 19,665 21,632
Cinema
3700.0 4900.0 5845.0 6721.8 7730.0
Outdoor
35,000 40,500 44,550 49,005 53,906
Digital
31,600 49,300 66,420 84,990 105,994
Display
12,400 18,000 21,120 24,288 27,688
Search
19,200 31,300 45,300 60,702 78,306
TOTAL
257,900 311,000 351,015 390,617 433,227
2010 2011 2012 2013 2014f
Television
4,325 5,116 5,576 5,994 6,431
Newspaper
764 807 824 840 857
Magazine
715 774 784 784 784
Radio
404 460 566 651 716
Cinema
122.4 162.1 193.4 222.4 255.8
Outdoor
1,158 1,340 1,474 1,622 1,784
Digital
1,046 1,631 2,198 2,812 3,507
Display
410 596 699 804 916
Search
635 1,036 1,499 2,009 2,591
TOTAL
8,534 10,291 11,615 12,925 14,335
REGION: RUSSIA
RUSSIA
Source Russian Association of Communication gencies
82
SLOVAKIA: MARKET IN RED NUMBERS AND STILL DECREASING
beyond into 2014?
The ad market in Slovakia is expected to
decrease 5% each year for the next 2
years (2013-2014).

year?
No specific events are planned for 2013.

growth/decline?
Television - decreasing trend in TV ad
spends by 5%.
Digital 12.2% significant growth in digital
ad spends expected in 2013.
Press - negative trend in ad spends, 15%
decrease expected
Outdoor decrease by 10%
Radio decrease by 10%
Cinema stagnating

Category?
No.1 Banks - increasing trend, expectation
of 5% increase in spendings in 2013. Very
swift technological development in the
category, more and more sophisticated
clients, new bank brands on the market.
No.2 Cars we expect stagnation or very
small increase in spendings in 2013.
Changes in law - demotivating registration
fee, clients focus more on quality rather
than quantity.
No.3 Telco decreasing trend in
spendings in 2013. The biggest operators
overcame the hardest years because of
price sensitiveness during the economic
crisis period.

advertisers?
TV will still be the leading medium because
of its effectiveness and efficiency (very low
CPP compared to other media). The 2nd
strongest medium is expected to be online
from 2014. Focus on very smart and
interactive solutions, increase of search, e-
commerce and user generated content.
Credibility and trust will be key for
customers. Print will be struggling with
decreasing readership and sold circulation.
Online print platforms will strengthen their
positions even more. Other media will be
complimentary with a decreasing trend.
We see opportunities in multi-channel
campaigns and cross media buying deals.

Opportunities in
multi-channel
campaigns and
cross media
buying deals
SLOVAKIA
Telecommu
nications
Cars
Banks
Mass
media
Medicamen
ts
Retail
Culture
Alcoholic
beverages
Furniture
Insurance
-6%
-4%
-2%
0%
2%
4%
6%
8%
- 5.0 10.0 15.0 20.0 25.0 30.0 35.0
Top 10 Categories
2013f
Net EUR
Million
2012f vs.
2011
YOY%
Banks 25,19 5%
Cars 24,48 1%
Telecommunications 22,18 -3%
Retail 17,74 5%
Medicaments 15,41 5%
Mass media 14,47 -3%
Culture 7,65 0%
Alcoholic beverages 7,11 1%
Furniture 5,84 0%
Insurance 5,79 5%
83

SEARCH AND SOCIAL MEDIA ARE THE MAIN DRIVERS OF ONLINE GROWTH.
OTHER MEDIA WITH A DECREASING TREND.
TELEVISION
Thanks to digitalisation the share of foreign
channels increased. The average rating of
Slovak TV stations has decreased. TV
stations are trying to turn this trend around
and have decided to apply a multi-channel
strategy - both TV groups announced new
TV channels which are more targeted and
thematic.
Overall TV viewership has a slightly
increasing trend (ATS 189 minutes a day).

DIGITAL
Facebook and Google are heavily
increasing their shares. Search is rapidly
increasing. Higher focus on e-commerce
and interactive solutions. Online integration
with traditional media, mainly with radio.
Display Trend for use of bigger formats,
expandable banners, wall papers or gates
combined with layers and video content in
banner.
Search Constant growth, more
advertisers, 98% of search queries in
Slovakia are done via Google.
Online Video - Growth of online video ads
(pre-roll, mid-roll spots) TV clients
achieving additional reach in digital by re-
allocating part of the TV budget to online
video. Potential lack of video inventory
from local publishers.
Social Media Facebook and local Pokec
are absolutely dominant in the market.

MOBILE
Mobile advertising possibilities are limited
to a few servers nowadays (huge potential
for the future). Very low share of spend.
Mobile internet penetration is 23%. Mobile
device penetration: 4% tablets, 30%
smartphones.

PRESS
Hard times for the newspaper and
magazine market. Decrease in readership
and sold circulation. Tailor made solutions
and cross offers of print houses and their
web pages are driving higher income but
no significant effects are expected.

OUTDOOR
Problems with illegal panels, absence of
monitoring, bad legislation. No significant
innovations. Focus on standard offer. Few
tailor made and digitally advanced
solutions. Concentration of offers to the few
biggest and strongest representatives
(EPA media and JCDecaux have almost
60% market share).
RADIO
Factors driving growth: cross selling
models combining radio, radio online pages
and radio Facebook pages. Interactivity
and tailor made projects increase the
interest in radio.

CINEMA
A high entrance fee and an increasingly
digitally oriented society are the barriers to
increased cinema traffic and spend.
SLOVAKIA
44.3
20.6
9.1
10.8
9.0
6.0
0.2
Cinema
0.0
-10.0
-10.0
-15.0
-15.0
12.2
-5.0
-5.0
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
84
85
2010 2011 2012 2013 2014f
Television
-4.8 5.0 -5.0 -5.0 -5.0
Newspaper
-13.1 -20.0 -15.0 -15.0 -15.0
Magazine
-12.2 -20.0 -15.0 -15.0 -15.0
Radio
-6.2 -11.0 -10.0 -10.0 -10.0
Cinema
0.0 0.0 0.0 0.0 0.0
Outdoor
-6.3 -10.0 -10.0 -10.0 -10.0
Digital
7.7 56.8 24.6 12.2 8.2
Display
5.2 2.0 22.0 0.0 0.0
Search
18.0 131.6 40.0 21.4 11.8
Rich Media
18.5 15.9 5.0 86.0 20.0
Mobile
150.0 100.0
Other
5.0 7.1 0.0
TOTAL
-6.7 -1.2 -4.4 -5.0 -5.0
2010 2011 2012 2013 2014f
Television
41.9 44.6 44.3 44.3 44.3
Newspaper
14.1 11.4 10.1 9.1 8.1
Magazine
16.8 13.6 12.1 10.8 9.7
Radio
7.5 6.7 6.3 6.0 5.7
Cinema
0.2 0.2 0.2 0.2 0.2
Outdoor
11.1 10.1 9.5 9.0 8.5
Digital
8.4 13.4 17.4 20.6 23.4
Display
6.6 6.8 8.7 9.2 9.6
Search
1.4 3.4 5.0 6.4 7.5
Rich Media
0.4 0.4 0.5 0.9 1.2
Mobile
0.3 0.7 1.6
Other
2.7 3.0 3.4 3.5
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
125 131 125 118 113
Newspaper
42 34 29 24 21
Magazine
50 40 34 29 25
Radio
22 20 18 16 14
Cinema
0.6 0.6 0.6 0.6 0.6
Outdoor
33 30 27 24 22
Digital
25 39 49 55 60
Display
20 20 24 25 25
Search
4 10 14 17 19
Rich Media
1 1 1 3 3
Mobile
1 2 4
Other
8 8 9 9
TOTAL
298 294 282 267 254
2010 2011 2012 2013 2014f
Television
5.5 5.8 5.5 5.2 5.0
Newspaper
1.9 1.5 1.3 1.1 0.9
Magazine
2.2 1.8 1.5 1.3 1.1
Radio
1.0 0.9 0.8 0.7 0.6
Cinema
0.0 0.0 0.0 0.0 0.0
Outdoor
1.5 1.3 1.2 1.1 1.0
Digital
1.1 1.7 2.2 2.4 2.6
Display
0.9 0.9 1.1 1.1 1.1
Search
0.2 0.4 0.6 0.8 0.8
Rich Media
0.1 0.1 0.1 0.1
Mobile
0.0 0.1 0.2
Other
0.4 0.4 0.4 0.4
TOTAL
13.2 13.0 12.5 11.8 11.2
REGION: SLOVAKIA
SLOVAKIA
Source TNS Media Intelligence / Aegis Estimations
85
TURKEY: IN CONTRAST TO OTHER MARKETS, TURKEY IS GROWING
beyond into 2014?
In 2012 the sector was in a measurement
vacuum until September 2012 TNSs new
data release.
During the period without measurement all
the stakeholders acted in consensus and
agreed on how to continue, taking
benchmark ratings referring to previous
data. This action prevented panic and
prevented advertisers puttng the brakes
on advertising investments.
Despite this, 2012 was positive with a 3.1%
growth in media spending, totalling 3.9 bn
TL.
In contrast to other markets in the region,
Turkey is growing. In 2013 growth is
expected to be 4.8% with a total spend of
4.1 bnTL.

Main factors of the growth are new and
emerging local players and global brands
interest in the Turkish market.

year?
None anticipated.

growth/decline?
Share of advertising expenditure per
medium is more or less stable, however,
TV, OOH and Digital media are gaining
slightly against Print, Radio.
Digital growth continues with emerging
social media, search and mobile. We
expect digital will reach a certain plateau
and there will be a new balance in terms of
share per medium. TV and digital will be
the two most dynamic media followed by
outdoor.

Category?
The communication sector remains the top
spender with one of the highest growth
rates. Finance and Automotive follows.
Finance has put on the brakes in 2012 but
in 2013 high growth is expected with the
coming new players.
advertisers?
More transparent and measurable media is
coming. After a year without TV audience
measurement, advertisers can again
manage their budget based on TV
performence data. In 2013 OOH
measurement is coming. Mobile internet
usage is increasing rapidly, multi screen
campaigns are expected to be more
effective and engaging especially for the
younger population and young
professionals.

Main factor in
growth, global
brands interest in
the Turkish
market
TURKEY
Communic
ation
Finance
Automotive
Food
Retail
Constructio
n
Personal
Care
Electronic
HH
Furniture
Drinks
-1%
1%
3%
5%
7%
9%
- 100 200 300 400 500 600 700
Top 10 Categories
2013f
Net Local
Currency
Million
2012f vs.
2011
YOY%
Communication 611 8%
Finance 430 7%
Automotive 291 4%
Food 272 3%
Retail 243 4%
Construction & Decoration 228 4%
Personal Care 219 3%
Electronic HH durables 191 5%
Furniture & Home Textile 169 3%
Drinks 143 6%
86

DIGITAL CONTINUOUSLY GROWING WHILE TV MAINTAINS ITS IMPORTANCE
TELEVISION
TV is the dominant medium with a share
56.4% (2012). TV demand was in
fluctuation with the effect of non measured
period in 2012.Despite this TV kept its
share in 2012.
TNS started a new measurement system in
September 2012. So TV is in a revival
period. In 2013, its expected that TVs
share will increase slightly.
DIGITAL
2013 will be a year of convergence. We are
seeing more and more integration of ad
formats between different media channels
such as TV, online video, radio and online
radio. Therefore, the driving factor of
growth will depend on effectiveness &
integration of online ad formats over mass
media formats. Moreover, search and
performance will continue to grow as e-
commerce clients and volume will continue
to grow in Turkey. Brand advertisers are
starting to shift more and more of their ad
budgets to performance media channels.
We are also expecting to see RTB (Real
Time Bidding) platforms and investments
through media owners and agencies in Q2,
which will be mostly explored by
performance clients throughout the year.

MOBILE
Smartphone penetration reached a tipping
point in 2012. Lack of mobile sites and
platforms remain a hurdle; however, with
the launch of Windows 8 and following
tablet devices, mobile ad formats will
continue to grow. Mobile will re-introduce
itself as the key integrator in mass media
campaigns in 2013. Second-screen effect
measurement and integration will be
investigated by key advertisers in the
market. We are expecting the share of
digital media spending to climb up to 18%
in 2013 including search and social media
spendings.
PRESS
Newspapers are still a vital medium with its
specific future for a group of sectors
(automotive, telecom, household durables,
banking, retail). Keeping its 2nd position in
terms of share of expenditure.
Magazine circulations are still decreasing.
Only a few new titles are entering the
market, but media groups are lessening its
number of titles and trying to keep just
profitable ones.
In 2013, we expect slight growth in
Newspaper but an increase in Magazine
adspend.

OUTDOOR
Digital outdoor is growing. We expect
digitalization of outdoor to gain more
momentum in the next 2-3 years. OOH
advertising expenditure share will increase
slightly as the quality of sites increases.
OOH media owners and sector association
has agreed on a measurement system, first
results released in 2013.
RADIO
Radio is effected by the new RTUK Law,
restricting ad seconds and detailed
regulations. In 2012 radio stations
increased their ratecards.
CINEMA
Cinema continues to ride the wave of the
local production revival. 4/5 of box office is
local.
Cinema reach is very low (going to a
cinema is twice a year.) So cinema
admarket has a potential with an expected
increase in cinemagoer numbers.
TURKEY
5.7
-1.8
6.4
-5.5
0.3
12.8
5.6
4.8
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
56.8
9.9
20.5
1.8
7.5
2.3
1.1
Cinema
87
2010 2011 2012 2013 2014f
Television
36.1 10.0 3.0 5.6 5.0
Newspaper
11.7 0.0 1.6 0.3 2.4
Magazine
16.7 0.0 -6.1 -5.5 5.0
Radio
14.8 5.0 -8.6 -1.8 5.0
Cinema
12.8 5.0 -2.7 5.7 5.3
Outdoor
23.7 15.0 3.5 6.4 5.0
Digital
38.5 25.8 14.4 12.8 11.4
Display
35.9 18.8 4.7 6.1 5.8
Search
50.0 16.7 14.3 12.5
Rich Media
40.0 33.0 31.7 21.0
Social Media
200.0 33.3 25.0 20.0
Mobile
-33.3 38.9 56.8 25.1 39.6
Other
70.0 76.5 37.2 23.9 3.9
TOTAL
27.3 8.7 3.1 4.8 5.1
2010 2011 2012 2013 2014f
Television
55.7 56.4 56.4 56.8 56.7
Newspaper
23.7 21.8 21.4 20.5 20.0
Magazine
2.4 2.2 2.0 1.8 1.8
Radio
2.9 2.8 2.5 2.3 2.3
Cinema
1.2 1.2 1.1 1.1 1.2
Outdoor
7.0 7.4 7.4 7.5 7.5
Digital
7.2 8.3 9.2 9.9 10.5
Display
5.6 6.1 6.2 6.3 6.3
Search
5.7 7.8 8.9 9.7 10.4
Rich Media
0.6 0.7 0.9 1.2 1.4
Social Media
0.1 0.4 0.5 0.6 0.7
Mobile
0.5 0.7 1.0 1.2 1.6
Other
0.5 0.8 1.0 1.2 1.2
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
1,963 2,159 2,223 2,347 2,464
Newspaper
833 833 846 849 869
Magazine
84 84 79 75 78
Radio
101 106 97 95 100
Cinema
44.0 46.2 44.9 47.5 50.0
Outdoor
245 282 292 310 326
Digital
252 317 363 409 456
Display
197 234 245 260 275
Search
200 300 350 400 450
Rich Media
20 28 37 49 59
Social Media
5 15 20 25 30
Mobile
18 25 39 49 68
Other
17 30 41 51 53
TOTAL
3,522 3,827 3,944 4,132 4,343
2010 2011 2012 2013 2014f
Television
1,107 1,217 1,253 1,323 1,389
Newspaper
470 470 477 478 490
Magazine
47 47 44 42 44
Radio
57 60 55 54 56
Cinema
25 26 25 27 28
Outdoor
138 159 164 175 184
Digital
142 179 204 231 257
Display
111 132 138 147 155
Search
113 169 197 225 254
Rich Media
11 16 21 28 33
Social Media
3 8 11 14 17
Mobile
10 14 22 28 39
Other
10 17 23 29 30
TOTAL
1,985 2,158 2,224 2,329 2,449
REGION: TURKEY
TURKEY
Exchange rate vs. US$: 1.77390; Source: Carat Estimation/Advertisers Association/Bilesim/SAM; Figures Net Net
88
NORTH AMERICA
89
US: THE ADVERTISING MARKET CONTINUES TO BE HEALTHY
beyond into 2014?
The advertising market continues to be
healthy with spending gains expected
across all media in 2013 with the exception
of newspapers. As we mentioned in
previous reports, although most media
remain below pre-recession spending,
television and digital have actually
surpassed those levels. There has been a
slowdown of short term scatter market
national television spending which may be
partly due to the migration of money over
to digital platforms.

There are no big events scheduled for
2013. Subsequently, some of the
incremental spending that was present in
2012 to support the Olympics and elections
will be pulled back. However, we still
foresee positive growth despite the
absence of the funding that was specifically
tied to these big events.
growth/decline?
growth rate continues to be digital
platforms. Print is experiencing slight gains
with more emphasis placed on advertising
opportunities on tablets. Newspaper
continues to lose business over to the
internet. National and local television
remains healthy as both drive significant
reach, awareness and trial.

Category?
Retail, automotive, package goods,
entertainment and pharmaceutical remain
the biggest advertisers on a category
basis. However, consumer electronics
have increased their spending and have
helped spark the overall media
marketplace (particularly television).
Although smaller categories in terms of
overall spend, Insurance and Financial
have become more active. Additionally,
Auto aftermarket spending is substantial
within network radio while Health and
Beauty is most likely the largest category
for publishing.

advertisers?
We see a continued migration of money
over to digital platforms. As more people
increase their consumption of digital.

The continuing
development in 2013
will be the
disappearance of the
line between
technological
innovation and media
and marketing
UNITED STATES
Business
Autos
Retail
TV Progs.
Ent.
Drugs
Toiletries
Food
Insurance
Publishing
-10%
-8%
-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
- 5,000 10,000 15,000 20,000 25,000 30,000
Top 10 Categories
2013f
Net USD
Million
2012f vs.
2011
YOY%
Business & Consumer
Services
27,133 -1.6%
Automotive 16,079 6.8%
Retail 16,000 -4.1%
TV Programmes 13,954 2.4%
Entertainment &
Amusements
12,450 -1.8%
Drugs & Remedies 9,081 -7.6%
Toiletries & Cosmetics 6,276 0.1%
Foods & Food Products 5,684 -2.3%
Insurance & Real Estate 5,642 -1.2%
Publishing & Media 3,857 5%
2013 Net Spend (USD million)
90
GREATER CONVERGENCE AND INSIGHT IS DRIVING HOW MEDIA BUDGETS
ARE ALLOCATED ACROSS CHANNELS
NATIONAL TELEVISION
Although television remains an important
element of any media plan, some of the
spending is migrating over to online video.
The pace has slightly picked up due to
more integrated buying practices. The
viewing to national networks continues to
become more fragmented and there has
also been a small drop off of younger
viewers. Despite it being a post election
year, local television spending will still
show a slight uptick. Internet enabled
television growth will be limited.

SPOT TV
Automotive is expected to continue to
increase spending from many new vehicle
launches, re-launches and pent up
demand. Healthcare should see a rise in
4th quatre due to the new universal
healthcare bill going into affect
(Obamacare), expectations are up to $1.2B
in advertising could enter the marketplace.
Telco and technology categories have
increased tremendously. 2014 +4.4%
(range could be 5%+). Continued
Healthcare spending through the end of '14
Olympics & World Cup Soccer. Telco &
technology categories, new product
launches and product differentiators
continue to increase
- automotive continue to increase.

DIGITAL
Digital Media continues its fragmentation
with tablets firmly established as the fourth
screen. As predicted, significant Digital
Media growth is taking place through the
digital evolution of traditional channels; TV-
>Video, Radio->Audio and Print-
>Publishing. In addition, Smartphones and
Tablets are establishing themselves as the
first screen for consumers. Spending and
usage trends will become more difficult to
track as media and format classifications
shift and multi-device usage patterns
become the norm (e.g. simultaneous TV &
PC/Tablet/Smartphone usage).

Digital ad spend increased by over 16% in
2012 and will continue double digit growth
through 2013 and 2014. Search will
maintain its top share of Ad formats in
2013 and 2014, however, Display
(comprised of Video, Sponsorships,
Banners and Rich Media) is predicted to
equal Search share of spending by 2015.
As smart phones and tablets experience
dramatic growth rates, marketers will
continue to shift their ad spending. These
devices now account for approximately
30% of web traffic and are predicted to be
at parity with PC/Laptop within 2 to 3 years.

Social media is projected to reach 10.5% of
total digital media ad spending by
2014. 2012 was below expectations due to
a slower than expected start by facebook.
This looks to change in 2013 and 2014 due
to facebooks focus on mobile and agency
service, complimented by more viable
offerings from others in the category such
as Twitter and LinkedIn.
,
UNITED STATES
2.8
-4.1
2.0
0.0
3.0
5.8
13.6
3.5
Television
Newspapers
Magazines
Radio
Cinema
Outdoor
Digital
Total
40.1
13.5
11.9
10.0
0.7
3.7
20.1
% SHARE OF AD SPEND BY MEDIUM 2012
Television Newspapers Magazines
Digital
91
GREATER CONVERGENCE AND INSIGHT IS DRIVING HOW MEDIA BUDGETS
ARE ALLOCATED ACROSS CHANNELS
MOBILE
Ad spending in mobile display continues to
grow. Continued consumer demand for
applications will further drive ad spending
toward in-app display, migrating from
mobile web. A surplus of mobile inventory
and demand bidding will drive prices down
for mobile display media, creating an
opportunity for agencies to exploit this
opportunity while also working
collaboratively with content and technology
partners to create a richer, more valuable
and more scarce mobile media product.

A focus on mobile rich media (namely
video), location-aware services, social
utility enablement, re-targeting/marketing,
and performance media will continue to
trend upward in mobile.

OUTDOOR
First quarter of 2013 for Outdoor is starting
slowly with many of the top media owners
challenged to maintain occupancy levels.
This is resulting in a softening of pricing
especially in top 10 markets. Quarters two
and three are shaping up to be stronger
with demand increasing especially for
important outdoor categories such as
Automotive and Spirits. We are still looking
for overall Outdoor pricing to be stable with
3.5% inflation expected.

RADIO
First half of the year 2012 was very strong
for network audio. However, the
momentum seen in the first quarter died
down after Q2. Key categories driving the
market continue to be Home Improvement,
Retail, Insurance and Financial Services.
Expect second half of the year to be more
active - opposite of 2012 as many accounts
are in review and have not committed to
2013. For 2013 spend should pick up from
Q2 onwards.
Terrestrial audio networks are working to
enhance digital audio offerings ( I heart,
cumulus) to compete with Pandora's
stronghold in this medium. On line audio
listening accounts for about 10% of all
audio listening.

LOCAL RADIO
Radio growth for 2013 +2%. With this
being a non-political year, we anticipate
that core business will replace political and
then some. Leading categories should be
Finance, Auto ,Retail, Telecom, Consumer
Electronics and Entertainment depending
on continued improvement in the
economic conditions. Radio growth for
2014 +4% will benefit from mid-term
elections.
2015 is difficult to predict but the thought is
again based on an improving economy
+3%.

CINEMA
Advertising opportunities throughout
cinemas national networks continue to be
bolstered by ongoing improvements in
technology, from social media and mobile
to digital projection and 3-D. Spend is
expected to increase by +5% in 2012 with
slightly slower growth of +3% projected for
2013 and 2014.
UNITED STATES 92
UNITED STATES
REGION: US
2010 2011 2012 2013 2014f
Television
6.3 -0.8 4.7 2.8 3.4
Newspaper
-11.0 -8.9 -8.0 -4.1 -4.4
Magazine
2.3 -1.5 2.8 2.0 0.0
Radio
4.9 2.8 1.0 0.0 2.0
Cinema
1.5 3.0 5.0 3.0 3.0
Outdoor
2.0 3.0 5.5 5.8 5.1
Digital
12.8 21.7 16.9 13.6 13.8
Display
17.6 17.0
Search
12.2 10.0
Mobile
2.5 14.3
Other
15.9 3.2
TOTAL
2.6 1.2 4.0 3.5 4.0
2010 2011 2012 2013 2014f
Television
40.9 40.1 40.4 40.1 39.9
Newspaper
18.3 16.5 14.6 13.5 12.4
Magazine
12.6 12.2 12.1 11.9 11.5
Radio
10.5 10.6 10.3 10.0 9.8
Cinema
0.6 0.6 0.7 0.7 0.6
Outdoor
3.5 3.6 3.6 3.7 3.7
Digital
13.6 16.3 18.3 20.1 22.0
Display
7.4 8.4 9.4
Search
8.6 9.4 9.9
Mobile
1.0 1.0 1.1
Other
2.1 2.3 2.3
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
66,470 65,947 69,047 70,980 73,393
Newspaper
29,785 27,137 24,966 23,943 22,890
Magazine
20,414 20,108 20,668 21,081 21,081
Radio
17,011 17,487 17,662 17,662 18,015
Cinema
1035.2 1066.0 1119.0 1153.0 1188.0
Outdoor
5,690 5,861 6,183 6,542 6,875
Digital
22,034 26,816 31,350 35,614 40,529
Display
12,603 14,815 17,333
Search
14,766 16,561 18,214
Mobile
1,777 1,821 2,082
Other
3,583 4,152 4,283
TOTAL
162,439 164,422 170,995 176,975 183,971
2010 2011 2012 2013 2014f
Television
66,470 65,947 69,047 70,980 73,393
Newspaper
29,785 27,137 24,966 23,943 22,890
Magazine
20,414 20,108 20,668 21,081 21,081
Radio
17,011 17,487 17,662 17,662 18,015
Cinema
1035.2 1066.0 1119.0 1153.0 1188.0
Outdoor
5,690 5,861 6,183 6,542 6,875
Digital
22,034 26,816 31,350 35,614 40,529
Display
12,603 14,815 17,333
Search
14,766 16,561 18,214
Mobile
1,777 1,821 2,082
Other
3,583 4,152 4,283
TOTAL
162,439 164,422 170,995 176,975 183,971
Source Veronis Suhler/Carat estimates/ Nielsen Monitor Plus
Are the figures before (gross) or after (net) negotiated discounts? Gross minus 15% agency commission
93
CANADA: UNCERTAIN ECONOMIC ENVIRONMENT DAMPENING GROWTH
beyond into 2014?
The third quarter of 2012 saw a
weakening of the advertising market,
which surpressed growth in tactical
mediums. However, both consumer
confidence and GDP have recently
posted gains, indicating a modest
strengthening of the economy.
Are there any sporting, political
events that will affect ad spend this
year, next year?
There will not be another federal election
in Canada until 2015. Canadas most
populous province, Ontario, will likely go
to the polls in 2013. However, no
significant increase in media spending is
expected.
While the upcoming Sochi Olympics will
add some dollars to the market, the
event will not have a great impact. The
most significant sporting event to affect
ad dollars will be dependent upon how
far Canadian teams advance in the
Stanley Cup (NHL) playoffs.

Briefly describe your market
estimates by Media what factors are
driving growth/decline?
Vendors from all media are reporting a
softer ad market due to a sluggish
economy as advertisers take a cautious
approach to committing dollars.
With the exception of digital, all media
are expected to experience flat to
negative growth in 2013 and into 2013.
Category?
Both the Real Estate and
Telecommunications categories reported
double digit gains in the first half of 2012.
Real Estate growth was driven by
tougher mortgage rules introduced in the
2nd half while Telecom was driven by
increased smartphone competition.
Retail remains the category to watch into
2013 as Target begins opening stores
across Canada. The additional spend of
Target, plus the reactive spend by the
competition will boost category
spending.
changing in the next three years?
What are the challenges and
opportunities for advertisers?
Advertisers are demanding greater
accountability - measurement from both
an ROI and multi-media exposure
perspective. Although Aegis activates
across platforms, vendors continue to
have siloed divisions with stated P&Ls
that inhibit cross platform selling. A
unified measurement service that speaks
to multi-media exposure is a priority as
existing metrics are not keeping pace
with the technological change of the
media itself.

Growth in
2013 will be
driven by
Retail
TOP 10 CATEGORIES
2013f
Net Local
Currency
MILLION
2013f vs.
2012
YOY%
Retail 977 2.2%
Automotive 814 -0.2%
Food 483 -1.0%
Financial Services 375 -7.4%
Entertainment 426 -0.9%
Local Automotive 331 -1.2%
Travel & Transport 292 -2.3%
Telecommunications 342 5.9%
Restaurants 336 2.1%
Drug Products 259 1.2%
CANADA
Retail
Automotive
Food
Financial
Entertain.
Local
Automotive
Travel
Telecom
Restaurants
Drug
-10%
-8%
-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
94
DIGITAL TECHNOLOGY IMPACTING REVENUES FOR ALL MEDIA
CHANNELS
TELEVISION
Demand for television continues to be stable. The
digital television universe continues to grow,
resulting in more viewing opportunities for
Canadians across varying time zones. Despite
increased time shifting and PVR penetration, live
television still accounts for 92% of TV minutes
viewed. However, Canadians are now doing
more on other devices while watching TV. As a
result, video is being planned across more
screens, with each screen supporting a specific
consumption pattern. Despite the proliferation of
digital platforms, linear television continues to be
the first point of contact and generates the largest
reach. All large, national advertisers continue to
invest the majority of their ad dollars in the
medium.
DIGITAL
The bulk of display will continue to flow into
trading desks. RTB therefore will remain a key
component of digital plans in 2013. There will be
more focus towards branded content and we see
this as a major factor impacting advertisers
overall share of digital spend. This is not
necessarily falling in the laps of creative agencies,
rather media vendors and suppliers therefore
forming part of the media buy. A likely result of
media convergence since transactional
behaviours begin to take place nearer the point of
interaction and clients/agencies lean on vendors
to navigate their environments and audiences
with greater integrity than third parties can offer.
Search in Canada and SEA should rise steadily
as the Retail market develops further in the online
space. Overall ecommerce figures have been
positive which typically translates in product
searches.
Video remains a key priority for advertisers and
whilst trading desks are beginning to absorb
spend, the majority of inventory will be sold via
YouTube and the major broadcasters in Pre Roll
form.
Paid social is comfortably sitting within media
agency scope and in 2013 we expect to see
continued investment in paid community building,
particularly on Facebook and Twitter. Google
Plus will likely not see traction with advertisers
despite relatively healthy usage figures in
Canada.
MOBILE
Mobile penetration in Canada has now surpassed
40% of total population (62% of total mobile
adoption). Mobile advertising has seen a steady
uptake, fuelled by the solidification of trading
desks with mobile routinely included as marketers
plan agnostically. This will certainly help boost
overall ad spend as the year rolls out. Compared
to other markets mobile commerce will continue
to lag behind in Canada, largely due to the retail
landscape which has not yet fully embraced e-
commerce. More and more brands are optimizing
their sites for mobile viewing, and brands are
gaining confidence in the space.
PRESS
Canadian daily newspapers continue to be beset
by weak advertising and circulation revenues.
One publisher expects print revenues to decline
8% per quarter in 2013. Digital has not been able
to offset these declines, accounting for only 20%
of total advertising revenues. As a consequence,
by Q2 2013, all major Canadian dailies will have
erected metered paywalls . However, only 17% of
Canadians access newspaper websites on daily
basis, calling into question the ability of paywalls
to recoup lost print revenue.
Magazine circulation, single copy sales and ad
pages have all experienced declines over the past
12 months; a trend that is expected to continue.
Subscription and ad sales revenue is not being
recouped by digital as subscription numbers for
digital replica editions are a mere fraction of the
print versions. However, the market for tablet
magazines is just emerging in Canada.
OUTDOOR
Digital technology will continue to be the catalyst
for the growth of OOH given its ability to drive
consumers to other platforms through mobile
devices. Digital OOH inventory has increased by
84% over the past 12 months as owners convert
their facings to digital technology. The medium is
becoming more attractive to advertisers as they
can cross platform creative executions and
production costs have decreased significantly.
RADIO
Radio benefits from its position as the last truly
local broadcast medium. Advertisers continue to
spend in radio. Strong ratings and favourable
economic conditions in Western Canada are
driving growth. Media owners see the value in
on-demand music and are working to evolve their
radio services by investing in multimedia
platforms.
CINEMA
Cinema spending is not tracked in Canada.
Cineplex, Canadas largest movie exhibitor,
reported a 7% decrease in media revenues in
2012 as large national advertisers reduced their
budgets in the first half of the year.
95 CANADA
3.1
2.6
-2.2
-5.2
14.6
1.6
3.4
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
33.1
29.6
21.4
4.8
5.1
6.0
95
REGION: CANADA
2010 2011 2012 2013 2014f
Television
17.3 0.0 0.6 1.6 2.4
Newspaper
23.6 -4.4 -4.7 -5.2 -5.7
Magazine
-2.5 -4.5 -1.4 -2.2 -1.1
Radio
7.4 4.6 2.2 3.1 2.2
Cinema
n/a n/a n/a n/a n/a
Outdoor
15.7 0.6 2.1 2.6 2.8
Digital
24.5 16.7 14.3 14.6 13.9
Display
11.4 20.1 8.4 8.1 7.8
Search
22.4 19.2 20.6 19.2 18.8
Rich Media
70.0 10.1 11.5 12.3
Mobile
144.4 59.1 77.1 71.8 60.1
Other
19.2 -0.2 -2.6 0.0 -1.0
TOTAL
18.3 2.4 2.6 3.4 3.9
2010 2011 2012 2013 2014f
Television
35.3 34.4 33.7 33.1 32.7
Newspaper
26.9 25.1 23.3 21.4 19.4
Magazine
5.7 5.3 5.1 4.8 4.6
Radio
5.9 6.0 6.0 6.0 5.9
Cinema
n/a n/a n/a n/a n/a
Outdoor
5.3 5.2 5.1 5.1 5.0
Digital
21.1 24.0 26.7 29.6 32.5
Display
6.0 7.0 7.4 7.7 8.0
Search
8.4 9.8 11.5 13.3 15.2
Rich Media
0.8 1.3 1.4 1.5 1.6
Mobile
0.5 0.7 1.3 2.1 3.3
Other
5.6 5.4 5.2 5.0 4.8
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
3,227 3,226 3,244 3,295 3,374
Newspaper
2,462 2,353 2,242 2,125 2,003
Magazine
519 496 489 478 473
Radio
537 562 574 592 605
Cinema
n/a n/a n/a n/a n/a
Outdoor
481 484 494 507 521
Digital
1,928 2,250 2,571 2,946 3,355
Display
547 657 712 770 830
Search
771 919 1,108 1,321 1,570
Rich Media
70 119 131 146 164
Mobile
44 70 124 213 341
Other
510 509 496 496 491
TOTAL
9,154 9,370 9,614 9,943 10,331
2010 2011 2012 2013 2014f
Television
3,226 3,225 3,243 3,294 3,373
Newspaper
2,461 2,353 2,241 2,124 2,002
Magazine
519 496 489 478 473
Radio
537 561 574 592 605
Cinema
n/a n/a n/a n/a n/a
Outdoor
481 484 494 507 521
Digital
1,927 2,249 2,570 2,945 3,354
Display
547 657 712 770 830
Search
771 919 1,108 1,321 1,570
Rich Media
70 119 131 146 164
Mobile
44 70 124 213 341
Other
510 509 496 496 491
TOTAL
9,151 9,367 9,611 9,940 10,328
CANADA
Exchange rate vs. US$: 1.00032; Source: Nielsen Media Research, IAB Canada, LNA, PWC; Figures: Net Net
96
ASIA PACIFIC
97
The advertising market is expected to return to
positive growth in 2013, with growth weighted to
the second half.
This follows two years of market contraction.
Official figures for 2012 are not yet published but in
light of the current poor economic momentum our
revised forecast for 2012 is -1.1% compared with
the Aug12 forecast of 1.0% growth.
Our leading indicator of Business Confidence has
been weak for 18 months, with pessimists slightly
outnumbering optimists. This means that budgets
set for 2013 will have been cautious and little if any
growth can be expected in the first half.
Consumer discretionary spending growth, as
measured by retail sales, continues to disappoint,
as it has done since mid-2010. This is due to
general economic uncertainty reflected in
continued saving to recoup GFC- damaged assets
and young adults saving to get onto the property
market. Australia has the highest level of personal
debt in the developed world and in this atmosphere
of uncertainty consumers show no signs of
changing their save for a rainy day behaviours.
Their love affair with credit cards is over.
In addition, the supermarket price wars have
redirected funds from FMCG above the line
budgets to below the line. Additionally supermarket
chains are aggessively pursuing a policy of house
brands, (formely an underdeveloped category in
Australia), which has serious implications for
FMCG brands and their advertising spends.
Growth is expected to return in the second half
driven by two factors:
1. Improved consumption growth following lower
interest rates which were cut aggresively during
2012 by the Reserve Bank. Given the usual lags,
we expect to see a gradual improvement in
consumer demand beginning in the second half.
Early signs of a modest recovery in the housing
market are already emerging which if sustained will
improve employment.
2. There will be a federal election on 14 September
2013 and we expect this to contribute an addtional
$50-70M to the advertising market.
There are several contentious issues, such as the
carbon tax, mining super profits tax, and industrial
relations so, in addition to party political
advertising, there will also be media spending by
unions, industry associations, and other interest
groups. This could potentially add another $10-
20M.

MEDIA LANDSCAPE
Digital technology continues to drive structural
change in the industry and is accelerating. It will
take several more years to reach maturity. The
result is that traditional printed media is in sharp
decline, its survival even threatened. Television is
barely managing to hold share, similarly for Radio.
Cinema and Out of Home are achieving growth
due to new technology. The opportunities are for
those who recognise and embrace this change.
The challenges are to understand how to integrate
Social media and Search into the mix and to make
use of the new streams of data becoming
available.

CATEGORIES
We expect improvement in most categories driven
by lower interest rates and improved spending in
the back half. Based on trends; Communications,
Entertainment and Leisure, and Real Estate are
expected to contract.

REGULATION
During 2013 there will be regulatory reform in three
areas:
Federal Government Convergence Review
1. The most significant area of this review is
expected to relax the 75% reach rule, which
prevents an entity from owning a network with
more than 75% reach into the market. This is very
likely to open the door for further merger/takeover
activity in 2013.
2. Finalisation of the anti-siphoning list which will
essentially determine whether the PayTV networks
can widen their access to sports of all kinds, large
and small.
3. Digital switchover will conclude at the end of
2013. 90% of households are already converted
and able to receive digital TV signals so the impact
of this will be small.

Uplift in second half
fuelled by lower
interest rates and
federal election
AUSTRALIA: RETURN TO GROWTH AFTER TWO BEARISH YEARS
Retail
Motors
Entertain.
Finance
Real
Estate
Travel
Food
Pharma.
Communic
ations
Gov.
-5%
-3%
-1%
1%
3%
5%
7%
9%
11%
13%
100 600 1,100 1,600 2,100 2,600
AUSTRALIA
TOP 10
CATEGORIES
2013f
Net AUD
MILLION
2013f vs.
2012
YOY%
Retail 2,163.8 2.0%
Motor Vehicles 1,110.5 3.0%
Entertainment &
Leisure
727.9 -1.0%
Finance 548 2.0%
Real Estate 477.1 -2.0%
Travel /
Accommodation
480 0.0%
Food 341.4 1.0%
Pharmaceutical 287.1 5.0%
Communications 257.8 -2.0%
Government 229.9 10.0% 98
STRUCTURAL SHIFT TO NEW MEDIA ACCELERATES
10.1
1.0
2.4
-5.0
-7.7
16.1
0.3
1.5
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
MARKET AD SPEND BY MEDIUM 2013
VS. 2012 YEAR-ON-YEAR % CHANGE
28.6
26.9
27.9
4.6
3.8
7.4
0.8
Cinema
TELEVISION
As conditions improve from mid 2013 we expect
TV to recover faster and stronger than the overall
market bringing the medium into positive growth
for 2013 after a contraction of 2.4% in 2012.
PayTV is expected to continue to grow revenue
steadily throughout the year off the back of
extended football coverage which began in 2012.
The supply of IPTV services has continued to
expand over the 2011-12 period. However, only
2% of the population have access to Smart or
Internet connected TVs, and although growth in
consumption of online video is currently small it
will increasingly disrupt network traditional
revenues and audiences in the years ahead. In
2013 the FreeTV networks have finally recognized
the potential of Catch-up TV to augment their
audiences and revenues and similarly this will help
to counteract the negative effect of declines in
their traditional audiences and revenues.
Forecast TV adspend: 2012: -2.4%, 2013:
+0.3%

DIGITAL
All sectors continue to grow at a very healthy
pace.
Forecast Online adspend: 2012: +17.9%,
2013:+16.1%, 2014: +14.0%
This represents an increase of over $1B over the
three year period ending in 2014 and will take
Online advertising in all its forms to the top
ranking medium, with Television in second place
and Newspapers third. The major structural
change from traditional media to digital media will
be complete at a top level. In future the industry
will need to demand more visibility of adspend in
Social Media and Mobile which are presently not
tracked independently. Of the three categories
measured we expect Display advertising to
achieve the highest rate of growth over the next
two years, driven by online video, followed by
Search and Classifieds respectively.

MOBILE
Penetration of mobile phones in Australia now
exceeds 90% and over half the population own a
smart phone. Smart phone penetration is
expected to be over 70% by end 2013.

PRESS
Newspapers and Magazines circulations,
readership and ad revenue continues to slide.
Our second largest publisher, Fairfax was quoted
last year as saying they are prepared for a
possible closure of their traditional printed mast
heads in the foreseeable future. Meanwhile they
are moving from broadsheet to tabloid later in
2013 in an attempt to prolong the life of these
quality publications. Mass circulating magazines
have been the biggest losers particularly mass
circulating women's titles and celebrity
publications. Niche magazine titles in special
interest categories have been the least affected.
Forecast Newspaper adspend: 2012: -10.0%,
2013 : 7.7%
Forecast Magazine adspend:2012:-11.2%,
2013: -5.0%

RADIO
Struggling to hold its ground which is a good
achievement considering there is really no
innovation in the medium.
Forecast Radio adspend:2012: -1.8%, 2013:
+1.0%

OUTDOOR
Modest but steady growth expected driven by new
technologies and better research.
Forecast OOH adspend: 2012: 2.0%, 2013:
2.4%

CINEMA
Breakthrough digital technology rolled out in late
2011 has caused a significant uplift in the use of
cinema by advertisers.
Forecast Cinema adspend: 2012: +25.3%,
2013: +10.1%
99 AUSTRALIA
100
REGION: AUSTRALIA
2010 2011 2012 2013 2014f
Television
16.4 -2.6 -2.4 0.3 0.5
Newspaper
-0.6 -8.7 -10.0 -7.7 -8.5
Magazine
1.0 -6.8 -11.2 -5.0 -5.9
Radio
6.9 0.7 -1.8 1.0 -1.0
Cinema
11.2 -20.2 25.3 10.1 9.2
Outdoor
19.3 3.4 2.0 2.4 2.9
Digital
21.0 17.5 17.9 16.1 14.0
Display
21.5 4.5 22.0 20.0 17.9
Search
19.5 25.3 20.0 18.0 15.0
Classified
23.8 15.8 8.9 7.0 6.0
TOTAL
8.7 -1.4 -1.1 1.5 1.4
2010 2011 2012 2013 2014f
Television
29.7 29.3 28.9 28.6 28.3
Newspaper
36.5 33.8 30.7 27.9 25.2
Magazine
5.8 5.5 4.9 4.6 4.3
Radio
7.3 7.5 7.4 7.4 7.2
Cinema
0.7 0.6 0.7 0.8 0.9
Outdoor
3.5 3.7 3.8 3.8 3.9
Digital
16.6 19.7 23.5 26.9 30.3
Display
4.4 4.7 5.8 6.8 8.0
Search
8.2 10.5 12.7 14.8 16.8
Classified
3.9 4.6 5.0 5.3 5.5
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
4,056 3,950 3,855 3,865 3,885
Newspaper
4,987 4,552 4,097 3,780 3,460
Magazine
792 738 655 622 585
Radio
1,001 1,008 990 1,000 990
Cinema
99.0 79.0 99.0 109.0 119.0
Outdoor
477 493 503 515 530
Digital
2,264 2,660 3,137 3,643 4,152
Display
605 632 771 925 1,091
Search
1,128 1,413 1,696 2,001 2,301
Classified
531 615 670 717 760
TOTAL
13,676 13,480 13,336 13,534 13,721
2010 2011 2012 2013 2014f
Television
4,222 4,112 4,013 4,023 4,044
Newspaper
5,191 4,739 4,265 3,935 3,602
Magazine
824 768 682 648 609
Radio
1,042 1,049 1,031 1,041 1,031
Cinema
103.1 82.2 103.1 113.5 123.9
Outdoor
497 513 524 536 552
Digital
2,357 2,769 3,266 3,792 4,322
Display
630 658 803 963 1,136
Search
1,174 1,471 1,766 2,083 2,395
Classified
553 640 697 746 791
TOTAL
14,237 14,033 13,883 14,089 14,284
AUSTRALIA
Source CEASA to June 30, 2012
100

CHINA: AD MARKET SHOWING SIGNS OF MATURING AFTER
SUSTAINING MANY YEARS OF STELLAR GROWTH
How is the advertising market performing?
What is the full year forecast for the ad market
in 2013 and beyond into 2014?
Chinas media expenditure is estimated to grow
by 6.9% y-o-y for 2013 vs. 2012. This will exceed
the previous years growth of 6.1% due to macro-
economic conditions for growth (China GDP
growth was 7.8% in 2012 and it is estimated at
around 8.1% in 2013 by CICC).

Are there any sporting, political events that
Chinas national Lianghui (Congress meeting)
which was held in March 2013. Also, the 2014
FIFA World Cup will be a great opportunity for
many advertisers in China especially those
targeting a male audience.

Briefly describe your market estimates by
Media what factors are driving
growth/decline?
TV still has the biggest share across all media
channels but the speed of its growth reduced
greatly in 2012 as a result of TV restriction
policies and the continued emergence of new
media. It is estimated that TV ad spend annual
growth rate will be 3.5% in 2013.
Digital media is experiencing considerable growth
in China with many new forms such as search
RTB, new SNS, etc. The total Digital category is
expected to retain a growth rate of approximately
40% y-o-y which reflects the continuation of
trends in terms of the revolution of technology
and the change in consumer behavior.
OOH, which has approximately 14% share of
advertising spends, is the third fastest growing
medium with 9.3% growth y-o-y forecasted for
2013. This is due to the significant expansion of
outdoor media resources that are expected in line
with the rapid urbanization of China.
Magazine spend is still increasing due to the
prosperity of luxury, apparel, car and skin care
categories (6.5% in 2013); Newspaper spend is
diminishing due to decreasing readership as well
as the growth of online news sources.
Radios growth is estimated at 9.4% in 2013,
expected as a result of the continuous increase in
car ownership in China.

What is the performance for the top
Categories?
Beverage becomes the top category in China with
a growth rate of 23.5% in 2012 vs. 2011. One
reason is that herbal tea advertisers invested a lot
last year and we have reasons to believe that this
category will be still shining in 2013 with a growth
rate of 20.5%. The Toiletries category is
estimated to see a modest growth of 1.7% in
2013. Some large Toiletry advertisers such as
P&G reduced budgets in 2012. Pharmaceutical is
affected by the government limitation policy for
TV advertising. Clothing & Accessories spend is
increasing with the rise of the middle class.
Automotive media investment continues to grow
in China but the category has shifted from a TV-
heavy model to a broader media mix
incorporating Digital and OOH, due to the
increased inflation of TV advertising and the
changing media consumption of consumers.

changing in the next three years? What are
the challenges and opportunities for
advertisers?

Multi-screen/multi-media planning will be a hot
topic in China. Though TV today is still
recognized as the big media, advertisers are
looking for a more efficient and effective
combination such as TV + online video, or TV +
Office LCD.
Beverages
Toiletries
Pharma.
Business
Foodstuffs
Autos
Retail
Property
Telecomm.
Clothing
-5%
0%
5%
10%
15%
20%
25%
0 20,000 40,000 60,000 80,000 100,000

As growth of
traditional media
slows,
opportunities for
multi-media and
multi-screen
planning increase
CHINA
TOP 10 CATEGORIES
2013f
Net RMB
MILLION
2013f vs. 2012
YOY%
Beverages 69,511 20.50%
Toiletries 54,864 1.70%
Pharmaceuticals &
Health Products
43,799 2.00%
Business / Industrial /
Agriculture
40,597 1.20%
Foodstuffs 35,053 19.20%
Automotives 28,302 9.60%
Retail & Service 23,635 4.30%
Property 22,966 8.40%
Telecomm. 20,461 7.80%
Clothing & Accessories 17,950 12.90% 101
RAPID DIVERSIFICATION OF ONLINE CHANNELS AND DIGITIZATION OF
OOH FUELING GROWTH
TELEVISION
TVs growth is slowing down as a result of
restriction policies and the entertainment
limitation orders. The coverage of digital
TV is growing in China but this is still
currently in higher tier cities. More high
quality variety shows are expected to be
produced in 2013 given the huge success
of Voice of China in 2012. TV stations
will also use more resources like OOH,
online and social media to launch new
programmes or dramas in order to attract a
younger audience.
DIGITAL
With the revolution of new technology and
significant changes in consumer behaviour,
Digital media is showing massive potential
and is continuing to grow at a very fast
pace. Almost all advertisers have started to
learn, understand and invest in digital
media.
SEM & online video have been gradually
accepted by clients and those new formats
such as social media & online gaming have
also got more trials. Digital media will
continue to grow not only because it is still
a relatively new channel which can deliver
incremental reach to an advertisers media
campaign with a lower entry cost but
because Digital media facilitates innovation
to deliver impact and generate awareness
for brands as well as providing critical
platforms for true consumer engagement.
MOBILE
In China, Smartphone penetration is more
than 66%, and mobile netizens is
approximately 420 million. The average
time that people spend on mobile internet
is approx. 11 hours per week according to
CCS China Survey 2012. Information
searching & social media are the key
actions for mobile internet users. The total
ad spend on mobile doubled in 2012 vs.
2011. Mobile APPs should be another key
driver for Mobile in the next year.
PRESS
There is an obvious and seemingly
unstoppable trend of press going digital.
According to the CCS China, 19% of
newspaper readers are willing to read
online and 17% of magazine readers are
willing to read online. Although the
newspaper industry is shrinking, Magazine
advertising spend is increasing due to the
rigid demands from fashion & premier
advertisers, whose target is loyal readers
requiring a good, high quality reading
experience.
OUTDOOR
Significant urbanization in China is
increasing OOH media positions such as
transportation, residential, shopping
centres, office buildings, etc. OOH media
is also upgrading from pure print to
increasingly innovative Digital screens
which can maximize impact and possibly
supplement a multi-screen media strategy.
RADIO
The biggest spenders are Automotive and
Financial. Radio, similar to Newspapers is
primarily used for promotional activity.
Although coming from a relatively small
base, it will maintain a growth of 9.4% in
2013.
9.4
9.3
6.5
-7.2
40.0
3.5
6.9
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
MARKET AD SPEND BY 2013 VS. 2012
YEAR-ON-YEAR % CHANGE
CHINA
57.7
13.3
10.4
1.8
14.0
2.8
102
103
REGION: CHINA
2010 2011 2012 2013 2014f
Television
9.6 12.8 1.9 3.5 2.8
Newspaper
8.8 5.1 -6.9 -7.2 -8.7
Magazine
12.3 14.2 7.4 6.5 5.6
Radio
38.9 27.6 10.7 9.4 8.8
Cinema
n/a n/a n/a n/a n/a
Outdoor
32.3 28.7 17.4 9.3 15.0
Digital
44.1 34.9 43.7 40.0 35.0
Display
46.8 41.4 28.5 20.0 15.0
Search
37.4 26.6 42.6 50.0 40.0
Rich
Media/Video
46.9 86.2 43.5 30.0 20.0
Mobile
74.0 52.3 114.8 70.0 65.0
Other
46.8 4.4 40.8 28.2 31.2
TOTAL
14.0 15.2 6.1 6.9 7.8
2010 2011 2012 2013 2014f
Television
63.5 62.1 59.7 57.7 55.1
Newspaper
14.9 13.6 11.9 10.4 8.8
Magazine
1.8 1.8 1.8 1.8 1.7
Radio
2.4 2.7 2.8 2.8 2.9
Cinema
n/a n/a n/a n/a n/a
Outdoor
11.1 12.4 13.7 14.0 14.9
Digital
6.4 7.5 10.2 13.3 16.7
Display
2.0 2.5 3.0 3.4 3.6
Search
2.8 3.1 4.2 5.9 7.6
Rich
Media/Video
0.4 0.7 0.9 1.1 1.3
Mobile
0.5 0.6 1.2 2.0 3.0
Other
0.6 0.6 0.8 0.9 1.1
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
214,269 241,641 246,150 254,764 261,898
Newspaper
50,330 52,909 49,279 45,715 41,725
Magazine
5,961 6,808 7,310 7,782 8,216
Radio
8,081 10,310 11,418 12,486 13,587
Cinema
n/a n/a n/a n/a n/a
Outdoor
37,361 48,072 56,423 61,648 70,895
Digital
21,654 29,210 41,989 58,785 79,359
Display
6,887 9,737 12,513 15,016 17,268
Search
9,576 12,125 17,293 25,940 36,315
Rich
Media/Video
1,441 2,683 3,850 5,005 6,006
Mobile
1,566 2,385 5,123 8,709 14,370
Other
2,184 2,280 3,210 4,115 5,400
TOTAL
337,656 388,950 412,570 441,180 475,680
2010 2011 2012 2013 2014f
Television
34,399 38,793 39,517 40,900 42,045
Newspaper
8,080 8,494 7,911 7,339 6,699
Magazine
957 1,093 1,174 1,249 1,319
Radio
1,297 1,655 1,833 2,005 2,181
Cinema
n/a n/a n/a n/a n/a
Outdoor
5,998 7,718 9,058 9,897 11,382
Digital
3,476 4,689 6,741 9,437 12,740
Display
1,106 1,563 2,009 2,411 2,772
Search
1,537 1,947 2,776 4,164 5,830
Rich
Media/Video
231 431 618 804 964
Mobile
251 383 822 1,398 2,307
Other
351 366 515 661 867
TOTAL
54,207 62,442 66,234 70,827 76,366
CHINA Exchange rate vs. US$: 6.22896; Source: Nielsen Media Research for TV, Newspaper and Magazine. CTR for Radio, CODC for OOH, iResearch for Digital; Figures Net 103
HONG KONG: A STABILISED ECONOMY WITH MODEST GROWTH +6.4%
beyond into 2014?
Economic indicators for November 2012
were generally stronger than expected
which indicated the economy has stablised
and is on track for more solid growth. Yet,
given the high degree of uncertainty
surrounding fiscal policy in US, we expect
the economy to get off to a slow start in the
first half of 2013 and turn to a more
favorable condition in the latter half of the
year.
Hence, we are expecting 6.4% growth in
market ad spend in 2013. Main drivers will
be Cosmetic & Skincare, Pharmaecuticals,
Milk Powder, Jewellery, Watch & Luxury
Products which are in demand from
mainland visitors, though the growth will be
moderating.

year?
The 2014 World Cup event will have an
impact on ad spend next year but not this
year.

growth/decline?
We forecast the strongest growth rate in
2013 to continue to come from Digital
media (+40%) with technology impacting
on how consumers are interacting and
socialising with brands. This is followed by
OOH (+10%) which is driving higher brand
visibility. Free newspapers will continue to
show stable growth, but with paid
newspapers continuing to struggle, an
overall estimate of a 3.5% decrease is
forecast for newspapers. TV without any
special events and the time shift to online
TV, we expect 5% growth.

Categories?
With the continued demand from mainland
tourists, categories reporting a notably
growth in 2012 are Beverages (specifically
Milk Powder), Jewellery, Watches &
Luxury, Cosmetics & Skincare. In 2013,
we forecast Pharmaceuticals and
Beverages (Milk Powder) will have a
positive growth at 25% and 15%
respectively. Jewellery, Watches & Luxury
and Cosmetics & Skincare category growth
will slowdown to 10%. Banking and
Investment will continue to suffer from the
uncertain external environment and hence
a projected drop of 5% is forecast for 2013.

advertisers?
The older generation will remain loyal to
newspaper and TV media. The younger
generation (kids, youth, young adults) will
be impacted by digital the way they
interact with friends, consume
entertainment, seek information, making
brand choices and purchase. We see the
growing trend in digital and content
consumption on social media, online
TV/video, mobile and SEM. A holistic
strategy to integrate Bought-Owned-
Earned content planning as well as
applying analytics to drive business value
(with Big Data) is required.

A SUSTAINED
RECOVERY
TOP 10 CATEGORIES
2013f
Net HKD
MILLION
2013f vs. 2012
YOY%
Cosmetics & Skincare 1,919 10%
Banking & Investment
Services
1,803 -5%
Pharmaceuticals &
Healthcare
1,776 15%
Toiletries & Household 1,153 5%
Beverages 1,083 25%
Retail 1,073 0%
Jewellery, Watch &
Luxury Products
1,073 10%
Entertainment 942 10%
Food 936 5%
Beauty, Slimming &
Fitness
723 -5%
HONG KONG
Banking
Cosmetics
Pharma.
Retail
Toiletries
Jewellery
Food
Beverages
Entertain.
Beauty
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
600 800 1,000 1,200 1,400 1,600 1,800 2,000 2,200
104
T V AND NEWSPAPER REMAIN THE VOLUME DRIVERS WHILST DIGITAL
HAS A NOTICEABLY STRONG PERFORMANCE IN SPEND GROWTH,
FOLLOWED BY OOH
TELEVISION
With a growth of 4.7% in 2012, we project
another year of mild growth in 2013 (5%
increase in ad spend with a 25% share).
Key growth drivers are digital TV channels
as TV ratings continue to erode in
terrestrial free TV channels. TVB will
remain the dominant player. Free and paid
TV stations aiming to capture the growing
online viewing audience have further
expanded their mobile apps to include
News and Finance content to capitalize on
the growth of mobile.

DIGITAL
Digital is growing ernomously with the high
uptake of Smartphones and tablets. The
buying model (CPC, CPA, CPE, RTB) also
allows advertisers to have more efficient
targeting and ROI. We forecast overall
digital display (including online video) will
grow at 40%, with ad spend share growing
at between 9% to 12%. SEM and social
media are not monitored but are believed
to be having strong growth in 2013.

MOBILE
Mobile media is not monitored. But with
the increase in Smartphone penetration
(61% as of Nov 2012) and data usage,
more apps and ad formats are being
introduced. Mobile is projected to have
robust growth in 2013.

PRESS
Newspapers continue to lead the
advertising market with 27% share in 2012
with a reported 3.5% drop in spending.
The decline in Paid newspaper (-13%) is
partially offset by the growth in Free
newspapers (+15%) which only account for
36% of total newspaper spend.

OUTDOOR
Beverages, Cosmetics & Skincare,
Entertainment, Jewellery, Watches &
Luxury Products and Pharmaecuticals are
the key supportive categories in OOH. Due
to the economic uncertainty in the first half
and the moderating growth of China, we
forecast a drop in Banking & Investment,
Travel & Tourism and a slowdown in
spending growth from Jewellery, Watches
& Luxury categories. Overall, OOH will
grow at a projected 10% in 2013,
decelerating from the 14.2% growth in
2012.

RADIO
We expect no growth in 2013 as we saw
the key supportive categories, such as
Automobile, Entertainment and
Pharmaceuticals will have minimum growth
while Banking & Investment is projected to
have a substantial reduction in spend.

CINEMA
Cinema advertising spend is not monitored
and reported. It is forecast to have a
steady growth as cinema attendance is
expected to increase in 2013 with
blockbuster movie releases, i.e. A Good
Day Die Hard, G.I. Joe, Jurassic Park 3D,
Man of Steel, Iron Man 3 and Star Trek into
Darkness etc.
HONG KONG
0.0
10.0
4.1
-3.5
40.0
5.0
6.4
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
25.1
12.4
26.8
15.0
18.0
2.8
Cinema
105
106
REGION: HONG KONG
2010 2011 2012 2013 2014f
Television
9.3 -1.8 4.7 5.0 10.0
Newspaper
22.3 5.2 -4.6 -3.5 5.0
Magazine
14.7 8.0 4.1 4.1 10.0
Radio
1.1 3.2 -11.4 0.0 3.0
Cinema
n/a n/a n/a n/a n/a
Outdoor
12.1 17.4 14.2 10.0 12.0
Digital
34.9 26.2 62.0 40.0 40.0
Display
34.9 26.2 62.0 40.0 40.0
TOTAL
15.4 6.5 6.0 6.4 12.5
2010 2011 2012 2013 2014f
Television
27.9 25.7 25.4 25.1 24.5
Newspaper
33.2 32.8 29.5 26.8 25.0
Magazine
15.4 15.6 15.3 15.0 14.7
Radio
3.7 3.5 3.0 2.8 2.5
Cinema
n/a n/a n/a n/a n/a
Outdoor
14.7 16.2 17.4 18.0 17.9
Digital
5.2 6.2 9.4 12.4 15.4
Display
5.2 6.2 9.4 12.4 15.4
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
5,090 4,998 5,232 5,494 6,043
Newspaper
6,063 6,377 6,084 5,871 6,165
Magazine
2,808 3,034 3,158 3,287 3,616
Radio
667 688 609 609 628
Cinema
n/a n/a n/a n/a n/a
Outdoor
2,679 3,147 3,592 3,951 4,426
Digital
947 1,196 1,938 2,713 3,798
Display
947 1,196 1,938 2,713 3,798
TOTAL
18,254 19,439 20,613 21,925 24,674
2010 2011 2012 2013 2014f
Television
656.4 644.5 674.7 708.5 779.3
Newspaper
781.9 822.4 784.6 757.2 795.0
Magazine
362.1 391.3 407.2 423.9 466.3
Radio
86.0 88.7 78.6 78.6 80.9
Cinema
n/a n/a n/a n/a n/a
Outdoor
345.6 405.8 463.3 509.6 570.7
Digital
122.2 154.2 249.9 349.8 489.7
Display
122.2 154.2 249.9 349.8 489.7
TOTAL
2,354 2,507 2,658 2,828 3,182
HONG KONG
Source 2001-2009 : Admango (No Cinema, Search & Mobile Data); Admango is available since Year 2001
106
INDIA: FACING SOME PRESSURE DUE TO THE UNCERTAIN ECONOMIC
SITUATION
beyond into 2014?
The Indian ad market is facing some
pressure due to the uncertain economic
situation and the low growth rates. This
has led advertisers to re-think their
investment plans. The uncertain mood in
the market has also encouraged customers
to with hold the purchase of big ticket items
further adding to the pressure. It is in this
context that spends in Print and TV have
been revised downwards for 2013 vs.
previous projections. Other media like
OOH, Ambient, Digital etc are holding their
growth numbers, being recognised as
delivering on conversion and call to action.

year?
The big sporting event of the year will
continue to be IPL (Cricket) and other
cricket tournaments. The budget will
provide a growth spurt but it is expected to
be only a small spike.

growth/decline?
As mentioned earlier, the low mood in the
market will reduce growth estimates on TV
and Print. Other media will continue to
grow at a respectable rate. Digital will
continue its rapid growth. Mobile
advertising should see some traction now
that advertisers are figuring out smart ways
to use the medium.

Categories?
While Real Estate is expected to grow,
Autos will see a marginal drop in the pace
of growth owing to the not so upbeat
market conditions. Other categories should
see decent growth in the year except for
Independent retailers which will drop and
Corprorate advertsing which will hold.

advertisers?
Two big changes are foreseen. The first is
that Digital which still makes up only 5% of
total spend will become a very strong
player and will become an integral part of
media plans. This will stretch across all
types of digital including mobile. On the
other side, TV will see a churn with the
digitalisation of signals in India delivering
more realistic reach and performance
numbers. This will drive advertisers to re-
think their channel mix and cause a churn
in the medium. Print will continue to grow
but media owners will need to relook at the
challenge coming from digital.

Print will
continue to grow
but media
owners need to
relook at the
challenge coming
from digital
TOP 10 CATEGORIES
2013f
2013 Net INR
MILLION
2013f vs. 2012
YOY%
Properties/Real Estates 43,898 16
Auto-cars/Jeeps 44,428 19
Jewellery 30,325 23
Independent Retailers 16,333 -13
Cellular Phone Service 23,608 26
Hospital/Clinics 19,424 39
Auto-Two Wheelers 17,154 23
Corporate/Brand Image 11,828 0
Is-b2c & Online
Shopping
12,878 14
Toiletries Soaps 13,745 34
INDIA
Real
Estate
Auto-
Cars/jeeps
Jewellery
Retail
Cellular
Phone
Service
Hospital
Auto-Two
Wheelers
CorporateI
mage
Online
Shopping
Toiletries
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
107
DIGITAL WHICH STILL MAKES UP ONLY 5% OF AD SPENDS WILL
BECOME AN INTEGRAL PART OF MEDIA PLANS
TELEVISION
With the new drive to digitize the medium,
we expect much more realistic data on the
medium to come through. This would
cause a churn in channel performance
numbers and old achievers could well see
their numbers dropping and their positions
being taken by some more engaging
channels. The news genre in particular is
expected to see new dynamics which have
already begun with the erstwhile No. 1
dropping down significantly especially in
the Top 4 metros which are the first to be
digitized.
A major event in the medium would be the
onset of the new TV measurement metric
BARC which is a Government Industry
joint initiative and is expected to deliver
data with much greater transparency than
is available currently.

DIGITAL
Digital has already started becoming a key
part of all media plans. Also with its wide
range of options, impact and engagement
are being delivered more effectively
especially for the younger audiences. The
medium will continue its rapid groiwth
(Grew by 17% in Urban India) and will
garner a larger and larger share of ad
spend.
MOBILE
The medium which today has the highest
reach in the country will soon see some
significant ad volumes if advertisers are
able to find new ways to communicate
through the medium. Currently the medium
suffers from lack of understanding of how it
can be used which leads to it being an
innovation medium rather than a core
message delivery system.

PRESS
Print will continue to grow albeit at a lower
rate. Regional publications will see a larger
growth in both readership and therefore ad
spends. Readership dropped by 1%.

OUTDOOR
The Indian OOH advertising industry is
estimated to grow at 11% in the next five
years and reach 26 billion INR in 2016.
Globally, on the technology front, digital
signage has come of age, moving from the
experimental and into the mass production
phase. However, in India, advertisers are
known to be skeptical about investing in
the medium due to the lack of an effective
measurement system, which is seen as the
single-biggest challenge. On the other
hand, the growth of mobile internet and the
penetration of Smartphones in India are
expected to drive innovation in advertising
and boost the popularity of the medium.

RADIO
Radio as a medium is seeing good growth
numbers with its ability to deliver localised
messaging in an engaging manner and at
low costs. This trend will continue and
advertisers and channels will find newer
and more effective ways to connect with
local audiences which will make the
effectiveness of the medium grow.
Listenership grew by 5%.

CINEMA
The Indian film industry is projected to grow
to US$5 billion by 2014 at a CAGR of
14.1%. Growth is expected to come from
the expansion of multiplexes in smaller
cities, investments by foreign studios in
domestic and regional productions, the
growing popularity of niche movies and the
emergence of digital and ancillary revenue
streams. Overall Cinema viewership
dropped by 4% in Urban India.
INDIA
6.0
8.0
11.5
2.7
4.4
35.5
7.0
7.3
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
37.0
5.0
38.1
4.0
7.9
4.9
3.0
Cinema
108
109
REGION: INDIA
2010 2011 2012 2013 2014f
Television
7.8 9.0 6.5 7.0 7.1
Newspaper
7.1 7.6 4.5 4.4 4.4
Magazine
3.0 3.0 2.7 2.7 2.6
Radio
8.0 6.0 8.0 8.0 8.0
Cinema
6.0 7.0 7.0 6.0 6.5
Outdoor
9.0 12.0 8.2 11.5 11.5
Digital
26.0 50.0 39.0 35.5 35.2
Display
33.3 36.2 35.2 35.0
Search
50.0 40.9 35.6 35.4
Rich
Media/Video
66.7 40.9 35.6 35.4
Mobile
50.0 40.9 35.6 35.4
Other
50.0 40.9 35.6 35.4
TOTAL
7.7 9.1 6.7 7.3 7.7
2010 2011 2012 2013 2014f
Television
37.2 37.2 37.1 37.0 36.8
Newspaper
40.6 40.0 39.2 38.1 37.0
Magazine
4.6 4.3 4.2 4.0 3.8
Radio
4.9 4.8 4.8 4.9 4.9
Cinema
3.1 3.1 3.1 3.0 3.0
Outdoor
7.3 7.5 7.6 7.9 8.2
Digital
2.2 3.0 4.0 5.0 6.3
Display
1.0 1.2 1.6 2.0 2.5
Search
0.1 0.1 0.1 0.2 0.2
Rich
Media/Video
1.0 1.5 2.0 2.5 3.2
Mobile
0.1 0.1 0.2 0.2 0.3
Other
0.1 0.1 0.1 0.2 0.2
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
80,742 88,009 93,730 100,291 107,411
Newspaper
87,993 94,681 98,942 103,295 107,840
Magazine
9,924 10,222 10,500 10,786 11,066
Radio
10,632 11,269 12,171 13,145 14,196
Cinema
6786.1 7261.0 7769.3 8235.5 8770.8
Outdoor
15,892 17,799 19,264 21,479 23,949
Digital
4,801 7,201 10,009 13,558 18,336
Display
2,160 2,880 3,922 5,304 7,160
Search
144 216 304 413 559
Rich
Media/Video
2,160 3,601 5,073 6,878 9,313
Mobile
192 288 406 550 745
Other
144 216 304 413 559
TOTAL
216,770 236,442 252,384 270,788 291,570
2010 2011 2012 2013 2014f
Television
1,494 1,628 1,734 1,855 1,987
Newspaper
1,628 1,751 1,830 1,911 1,995
Magazine
184 189 194 200 205
Radio
197 208 225 243 263
Cinema
126 134 144 152 162
Outdoor
294 329 356 397 443
Digital
89 133 185 251 339
Display
40 53 73 98 132
Search
3 4 6 8 10
Rich
Media/Video
40 67 94 127 172
Mobile
4 5 8 10 14
Other
3 4 6 8 10
TOTAL
4,010 4,374 4,669 5,009 5,394
INDIA
Exchange rate vs. US$: 54.05876; Source: Adex Data; Figures: Net
109
INDONESIA: AD MARKET PERFORMING STRONGLY +17%
beyond into 2014?
2012 ad spends grew strongly because
Toiletries, FMCG, Telcos and Automotive
increased spends. Also there were a few
big launches from Top Coffee
(Beverages), Lifebuoy Total 10
(Toiletries), Tresemme (Toiletries), and
Berniaga.com (Communications) which
invested heavily on TV. Q3 traditionally
performs well because of Ramadhan.

year?
The FIFA World Cup mid 2014 will drive
growth in ad spends especially on male
products. Also the election period next
year will affect TV inventory.

growth/decline?
Digital will surely grow this year, while TV
will continue to be the number one medium
with the highest share of spend, print is
more for tactical campaigns and radio for
support of local or activity campaigns, both
tend to decrease due to digital penetration
especially in the big cities.

Categories?
Toiletries seem to be the driver behind ad
spend growth. Whilst the communication
category is increasing with websites
including (Tokobagus.com, Berniaga.com)
starting campaigns during 2012 and active
through to 2013, also coming Lazada.com,
Zalora.co.id, Line Chat Services and of
course the spends of Telco providers
(Mobile services).

advertisers?
TV still scores high on penetration, whilst
print and radio continuously undergoing a
decline in share, changing into a digital
version to expand performance in this
digital era. Digital and social media will
grow faster especially in the big cities and
through digital we can create more
engagement with the consumer (Two way
communications).

Toiletries &
Cosmetics top
spending
category and
driver of ad
spend growth
INDONESIA
Toiletries
Beverages
Food
Corporate
Computer
Automotive
Medicines/
Pharma.
Household
Travel
Retail
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
- 5.0 10.0 15.0 20.0
TOP 10 CATEGORIES
2013f
Net IDR
2013f vs. 2012
YOY%
Toiletries & Cosmetics 13,834,850 37%
Beverages 10,708,471 25%
Food 10,279,486 35%
Services - Corporate &
Public Serv Adv
7,893,189 20%
Office Eqpt, Computer,
Communications
5,397,995 5%
Automotive & Accessories 5,366,545 11%
Medicines/Pharmaceuticals 4,667,363 19%
Household
Products/Supplies
3,854,247 27%
Services - Transt, Travel,
Recreation
2,773,428 11%
Services Retail 2,651,047 13% 110
TV WILL CONTINUE TO BE THE NUMBER ONE MEDIUM
TELEVISION
Digital TV is already applied here, however
with only a few stations involved (MNC
Group and TVRI). TV performance tending
to decrease across the year due to TV
fragmenation whilst on the other hand
commercial cost continuously increasing.
Cable TV penetration has increased over
the past few years and also new players
coming in.

DIGITAL
Display Banners in 2013 will be more
focused on Rich Media Banners with better
measurement, better buying systems and
more engagement/ conversion.
Start introducing the real time bid platform
for media buying for a more efficient and
transparent process.
Integration with traditional media :
Start by using digital marketing to augment
the effectiveness of traditional marketing
campaigns. Later integrate the values and
insights gained via online marketing, with
other types of advertising. This will create a
highly integrated marketing strategy with
demonstrable efficiency. Traditional forms
of advertising, being push advertising.
Most traditional marketing messages are
commonly carefully prepared by the
company and sent to as many people as
possible. Digital marketing, unlike metrics
for traditional advertising that tell how many
people viewed an ad, digital marketing
metrics give details about the exact actions
of an individual on viewing a particular ad,
such as clicks.

MOBILE
Brand mobile placement spend mostly
increased in 2013 by considering efficient
cost and better measurement for mobile
ads.

PRESS
Almost all print titles (newspapers,
magazines and tabloids) have their own
digital platforms (websites, mobile
applications) whilst the readership
performance continuously decreased
across the year. On the other hand similar
to television commercial cost is increasing
year on year.

OUTDOOR
New regulations coming in that only vertical
billboards will be allowed in premium areas
in Jakarta, and government suggestions for
energy saving use of LED lamps on every
billboard and obviously tax is continuously
to increase every year, and also restrictions
for alcohol beverages on OOH.

RADIO
Change in ownership of a few radio groups
has happened. Listenership continuously
decreasing, thats why similar to print they
are starting to build mobile applications or
websites also social media to increase their
performance and maintain loyalty.

CINEMA
Hollywood movies are on the comeback
airing here and within the last year. Cinema
expenditure is increasing significantly.
INDONESIA
n/a
5.0
15.0
20.0
20.0
20.0
15.0
17.0
Digital
Cinema
Radio
Outdoor
Magazines
Newspapers
Television
Total
57.9 34.8
2.9
2.8
1.5 0.0 n/a
Outdoor Radio Cinema
Digital
111
112
REGION: INDONESIA
2010 2011 2012 2013 2014f
Television
25.4 22.3 24.3 15.0 20.0
Newspaper
23.9 12.6 14.1 20.0 25.0
Magazine
10.5 9.8 6.6 20.0 15.0
Radio
4.9 8.0 4.0 15.0 30.0
Cinema
-5.0 -5.0 10.0 5.0 5.0
Outdoor
9.0 36.1 15.0 20.0 25.0
Digital
n/a n/a n/a n/a n/a
TOTAL
23.3 18.3 19.4 17.0 21.9
2010 2011 2012 2013 2014f
Television
54.8 56.6 58.9 57.9 57.0
Newspaper
37.3 35.5 33.9 34.8 35.7
Magazine
3.4 3.1 2.8 2.9 2.7
Radio
2.0 1.8 1.6 1.5 1.6
Cinema
0.0 0.0 0.0 0.0 0.0
Outdoor
2.5 2.9 2.8 2.8 2.9
Digital
n/a n/a n/a n/a n/a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
20,737,031 25,355,033 31,503,694 36,229,249 43,475,098
Newspaper
14,137,269 15,921,927 18,165,390 21,798,468 27,248,085
Magazine
1,283,400 1,409,165 1,502,007 1,802,408 2,072,770
Radio
748,570 808,455 840,794 966,913 1,256,986
Cinema
9703.7 9218.5 10140.3 10647.4 11179.7
Outdoor
949,906 1,292,392 1,486,251 1,783,501 2,229,377
Digital
n/a n/a n/a n/a n/a
TOTAL
37,865,880 44,796,191 53,508,276 62,591,186 76,293,495
2010 2011 2012 2013 2014f
Television
2,289 2,798 3,477 3,998 4,798
Newspaper
1,560 1,757 2,005 2,406 3,007
Magazine
142 156 166 199 229
Radio
83 89 93 107 139
Cinema
1 1 1 1 1
Outdoor
105 143 164 197 246
Digital
n/a n/a n/a n/a n/a
TOTAL
4,179 4,944 5,905 6,908 8,420
INDONESIA
Source Ad Quest AC Nielsen, Media Scene, Agency Estimate
112
JAPAN: FURTHER POSITIVE GROWTH IN 2013 +2.7%
beyond into 2014?
Growth returned to the market in 2012 +3%
this is forecast to continue and be built on
in 2013 +2.7%. Traditional media may not
have had noticeable growth compared to
Digital but TV will constantly keep its share
by relating digitally with other media for
interactive communication and service.

year?
There was the WBC (World Baseball
Classic) in March. However, this did not
make a huge difference because of the
absence of popular players. The FIFA
World Cup scheduled for 2014 is more
likely to affect ad spends positively.
Political campaigns for upper house
elections in summer 2013 may affect ad
spends in the Government category.

growth/decline?
Digital will maintain consistently good
growth between 5-10% every year. SNS
is expected to grow estimated as average
8% for every coming year. On the other
hand, traditional media may have difficulty
in growing but will generally continue to
stay flat. Multi channlization of TV since
2009 will affect TV share.
Also the on-demand service will impact on
media mix, especially on the combined use
of TV and digital media.

Categories?
Most of the categories will remain similar to
the previous year. But categories such as
Transportation / Leisure will keep growing
with the retirement of the baby boomer
generation. Also Retail and Autos
categories are the next potential which may
be affected by the announcement of the
VAT tax increase coming soon.

advertisers?
Digital is expected to maintain its growth.
Cross media activity between online and
offline media will be the trend in the next 2-
3 years. The next challenge will be how
the combined effectiveness of offline and
online media can be measured.

Digital maintains
consistent
growth whilst
other media
remain flat and
weak
JAPAN
Cosmetics
Transport.
Distribution
Automobile
s
Finance
Foodstuffs
Information
Beverages
Pharma.
Food
Services
-10%
-5%
0%
5%
10%
15%
20%
0 100 200 300 400
2013 Net Spend Local Currency
billion
TOP 10 CATEGORIES
2013f
Gross JPY
MILLION
2013f vs. 2012
YOY%
Cosmetics/Toiletries 278,487 -2%
Foodstuffs 275,764 0%
Transportation/Leisure 223,955 10%
Information /
Communications
217,487 -2%
Distribution/Retailing 215,267 8%
Beverages/Cigarettes 207,879 2%
Automobiles / Related
Products
156,799 10%
Pharmaceuticals /
Medical Supplies
147,889 1%
Finance/Insurance 130,271 -3%
Food Services / Other
Services
128,451 2%
113
COMBINED USE OF ONLINE AND OFFLINE
TELEVISION
TV still has high potential/demand, with
integration with other media. Satellite TV
viewership is dramatically decreasing
especially amongst the younger audiences.
Therefore, SmartTV is highly expected as
the next future media service.

DIGITAL
Targeted banner, DSP, social and affiliate
will be the main formats in the market.
Integration with traditional media will be the
key challenge for advertisers. Ideas which
connect digital and traditional and
measurement which will verify the
effectiveness of this combination will be the
key trend.
The shift from traditional to digital is
expected to happen in the market
drastically in the next 2-3 years due to the
economic situation of domestic advertisers.
Currently internet users have hit over 80%
of the total population. Yahoo! Japan
takes 55%, mostly recommended by
female and Google 35% share
recommended mostly by male for Search
engine market while other engines appear
very weak. Social media users are
dramatically increasing +50% vs. previous
year since 2010 which reached 50.6M
users in 2012. This trend will continue as
Facebook users are still up to 6.0% of the
total population and new SNS Line
reached 50M users within about a year.

MOBILE
Mobile users above age 13 now make up
over 80% of the total population.
Smartphone users are 39.8% of its share
which is 10% more than in 2011 and this
share will keep growing.
With SmartTV adoption, potential to
integrate Mobile, Digital and TV. With
various technology developed content is
easily available on multiple handheld
devices which will fuel the growth further.

PRESS
The consistent growth of Digital & future
TV, has led to all print media gradually
becoming weak. But it will still keep a
signifcant share with strong demand
especially from the older generation and
provincial areas before further penetration
of new media.

OUTDOOR
Overall stays flat. Possible of more
integration with digital.
RADIO
Slowly decreasing share year on year and
limited to specific categories only.

JAPAN
-0.4
1.8
-0.4
-1.4
9.4
1.8
2.7
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
43.0
21.7
14.4
6.2
11.7
3.0
114
115
REGION: JAPAN
2010 2011 2012 2013 2014f
Television
-3.0 -1.4 2.9 1.8 1.8
Newspaper
-5.1 -5.0 0.0 -1.4 -1.4
Magazine
-9.9 -5.0 0.5 -0.4 -0.4
Radio
-5.2 -5.0 0.0 -0.4 -0.4
Cinema
n/a n/a n/a n/a n/a
Outdoor
-4.7 -5.0 0.0 1.8 1.8
Digital
9.6 -2.1 9.0 9.4 9.4
TOTAL
-2.0 -2.9 3.0 2.7 2.8
2010 2011 2012 2013 2014f
Television
42.8 43.4 43.4 43.0 42.6
Newspaper
15.8 15.4 15.0 14.4 13.8
Magazine
6.7 6.6 6.4 6.2 6.1
Radio
3.2 3.1 3.0 3.0 2.9
Cinema
n/a n/a n/a n/a n/a
Outdoor
12.4 12.1 11.8 11.7 11.5
Digital
19.1 19.3 20.4 21.7 23.1
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
1,732,100 1,708,054 1,757,588 1,789,224 1,821,430
Newspaper
639,600 607,620 607,620 599,113 590,726
Magazine
273,300 259,635 260,933 259,889 258,850
Radio
129,900 123,405 123,405 122,911 122,420
Cinema
n/a n/a n/a n/a n/a
Outdoor
501,700 476,615 476,615 485,194 493,928
Digital
774,700 758,800 827,092 904,839 989,893
TOTAL
4,051,300 3,934,129 4,053,253 4,161,171 4,277,247
2010 2011 2012 2013 2014f
Television
19,061 18,796 19,342 19,690 20,044
Newspaper
7,039 6,687 6,687 6,593 6,501
Magazine
3,008 2,857 2,871 2,860 2,849
Radio
1,429 1,358 1,358 1,353 1,347
Cinema
n/a n/a n/a n/a n/a
Outdoor
5,521 5,245 5,245 5,339 5,435
Digital
8,525 8,350 9,102 9,957 10,893
TOTAL
44,583 43,293 44,604 45,792 47,069
JAPAN
Source Dentsu Online, Nikkei Advertising Research
115
MALAYSIA: AD MARKET TO REGISTER A FULL YEAR GROWTH OF 6.3%
IN 2013
beyond into 2014?
Advertisers spending on media recovered
strongly in Q4 2012, rising 14% yoy,
according to Nielsen. However growth for
the entire year was a weak 5.1% in a
relatively eventful quadrennial year. Our
earlier forecast for 2012 was 6.1%. An
election is anticipated to happen in Q1
2013 in an otherwise non eventful year.
We forecast a strong Q1 in lieu of elections
and are projecting the ad market to register
a full year growth of 6.3% yoy in 2013. The
forecast for World Cup 2014 will be in the
region of 7.6%.

year?
The only major events are the elections in
March/April 2013 and the World Cup in
2014 to fuel the ad market.

growth/decline?
Both internet (+25%) and outdoor (+24.8%)
are estimated to significantly outperform
the other media. Radio (+9.7%), Cinema
(8.1%), Magazine (+9.5%), TV (+7.5%) and
Newspaper (+3.3%). Online will be driven
by the traditional leading categories of
Telecommunications and Airlines while that
of outdoor will be driven by
Telecommunications and Banks. The
coming elections will drive Government
spending in newspapers while TVs growth
will contract slightly having to measure
against a bigger base in a Euro cup year
and an expanding Pay TV coverage in
2012.

Categories?
Government spending will continue to lead
with the elections nearing. The lucrative
University sector will be the fastest growing
and the Growing Up Milk category will
come of age with a decline in spend

advertisers?
The proliferation of media choices where
consumers will be more elusive. Multiple
personal access points leading to
increasingly empowered consumers
deeming a redefinition in the way we look
at traditional media and the principles of
reach, frequency and primetime. Initiatives
by the government to accord rebates to
youths to purchase will see uptake for
smartphones as one of the most rapid
adoptions of technology in Malaysia. For
the coming years, the opportunity lies in
outsmarting as technology beckons with
consumers demand at the core.

Proliferation of
media choices
MALAYSIA
Governme
nt
Mobile
Line
Services
Face Care
Fast Food
University
Tonic &
Vitamin
Dairy-Kids
Shampoo
Cleaning
Agent
Comm.
-5%
0%
5%
10%
15%
- 50 100 150 200 250 300 350 400 450 500
TOP 10 CATEGORIES
2013f
Net MYR
MILLION
2013f vs.
2012
YOY%
Government Institutions-Local 456 7%
Mobile Line Services 268 5%
Face Care-Woman 245 8%
Fast Food Centre 179 2%
University 175 10%
Tonic & Vitamin 171 9%
Dairy-Kids Growing Up Milk 151 -1%
Hair Shampoo & Conditioner 147 1%
Cleaning Agent-Laundry 139 4%
Communication-Corporate Ad 135 4%
116
DIGITAL CONTINUES TO GROW AND INNOVATE
TELEVISION
TV ad spend improved towards the end of
last year after a generally weak 2012. Both
the FTA and Pay TV players are also
continuing to ramp up their digital offering.
Pay TV is also aggressively pushing their
HD packages aided by more affordable HD
TV sets.

DIGITAL
Towards the end of 2012, we saw growth in
advertisers using pre-roll advertising on
YouTube. This format is intended to break
into the lucrative TV ad-spend. 2013 and
beyond will see advertisers measuring
success of cross-screen TV/Video
marketing, if reach matters or brand recall
matters. Which then perhaps calls for
post-view-research to be carried out.
Search continues to see growth in
Malaysia. Big brands are now facing stiff
competition from SMEs and mom-and-pop
shops as this direct response platform
proves its worth through ROI.
Mobile based search queries have seen
growth of 4 5 times. 44% of mobile
searchers have physically visited a store.
As a result of searching on mobile. There
is a positive indication that search efforts
will be doubled up in 2013.
Social Media websites are on the rise,
established platforms such as Facebook,
Twitter and Instagram have become an
integral part of our every day lives. In
terms of reach Facebook has held the
number 1 spot in 2012 reporting over 70%
penetration. Sponsored stories has
contributed to the performance of many
Facebook campaigns.
Malaysias mobile penetration rate is at
137% as of Q3 2012 (source: MCMC). The
governments initiative to increase
Smartphone usage by providing rebates to
youths (21-30 yrs) on purchase of selected
Smart phones could increase the mobile
penetration rate even further in 2013. On
average, about 25-35% of website visits
can be attributed to mobile devices and
tablets; pointing to a big opportunity for
mobile advertising. As we anticipate the
deployment of 4G LTE networks by the
service providers in 2013, we can only
imagine how much more audience reach
and coverage we have for marketing on
mobile and tablet devices.

PRESS
The much anticipated General Election that
was supposed to boost press ad spend in
2012, will happen in 2013 but with less that
3 months away, we have yet to see much
increment. A few niche print titles have also
launched but not expected to change the
market much. In the meantime all the
major press players are continuing to ramp
up their digital offering.

RADIO
The Radio scene is stabilising as the
number 1 radio media owner reasserting
its dominant position after being under
attack by newer competitors in recent
years. The competition who jumped onto
the Radio bandwagon during its peak, is in
turn struggling to grow their advertising
base, and to staff with the right talents,
even as the listenership continues to
decline, due to the growing of other audio
formats.

CINEMA
Cinema continues to be a seasonal
(blockbuster season) and very much urban
area skewed media but without as many
major summer blockbusters lined up as last
year, the 1H of 2013 may be slower.
MALAYSIA
8.1
9.7
24.8
9.5
3.3
25.0
7.5
6.3
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
47.9
1.5
41.9
1.4
1.9 4.9
0.4
Cinema
117
118
REGION: MALAYSIA
2010 2011 2012 2013 2014f
Television
18.2 57.5 10.4 7.5 9.4
Newspaper
14.3 12.0 -1.2 3.3 4.5
Magazine
9.0 -2.5 -1.7 9.5 7.1
Radio
12.9 4.6 4.9 9.7 6.8
Cinema
9.1 -8.3 68.2 8.1 7.5
Outdoor
7.1 -0.8 18.5 24.8 18.8
Digital
28.3 23.5 28.6 25.0 26.7
TOTAL
15.5 27.7 5.1 6.3 7.6
2010 2011 2012 2013 2014f
Television
36.6 45.1 47.4 47.9 48.7
Newspaper
52.3 45.9 43.1 41.9 40.7
Magazine
1.9 1.5 1.4 1.4 1.4
Radio
5.8 4.8 4.8 4.9 4.9
Cinema
0.4 0.3 0.4 0.4 0.4
Outdoor
1.9 1.5 1.7 1.9 2.2
Digital
1.1 1.0 1.3 1.5 1.8
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
2,314 3,645 4,025 4,325 4,732
Newspaper
3,309 3,705 3,660 3,780 3,949
Magazine
121 118 116 127 136
Radio
368 385 404 443 473
Cinema
24.0 22.0 37.0 40.0 43.0
Outdoor
120 119 141 176 209
Digital
68 84 108 135 171
TOTAL
6,324 8,078 8,491 9,026 9,713
2010 2011 2012 2013 2014f
Television
754 1,188 1,312 1,410 1,543
Newspaper
1,079 1,208 1,193 1,232 1,288
Magazine
39 38 38 41 44
Radio
120 126 132 144 154
Cinema
8 7 12 13 14
Outdoor
39 39 46 57 68
Digital
22 27 35 44 56
TOTAL
2,062 2,634 2,768 2,943 3,167
MALAYSIA
Source NMR except Internet which is based on estimated
118
NEW ZEALAND: A CONSISTENT 2013. 2014 SHOWS PROMISE
beyond into 2014?
The effects of global economic pressures
are still apparent in some categories and
not in others. Automotive advertising
expenditure was up 33% in 2012 coinciding
with an increase in car sales. A lift in retail
sales during the Christmas 2012 period
aligned with a lift in retail advertising
expenditure. The general population is
cautious with regard to spending and
continues to prioritise savings. Home
Improvements and Household Electricals
have shown marked increases driven by
the Christchurch Earthquake re-build and
the housing shortage in Auckland. The
factors driving growth in the New Zealand
market are the Christchurch earthquake re-
build and historically low home mortgage
interest rates hence the increase in the
Home Improvements and Household
Electrical Products Category. The CPI
index fell 0.2 percent in Q4 2012 which
was lower than market expectations.
Annual inflation was up to 0.9 percent.
This is the third reading where inflation is
below 1 percent and the NZD also remains
low. With consistent growth in the market
for 2013 and 2014 shows promise.

year?
In 2014 the New Zealand general election
will take place in Q4. While there are
smaller local events in the market over the
next two years, until the general election,
there is nothing significant expected for the
New Zealand Market.
growth/decline?
Television is forecast to increase at the
same rate year on year remaining the
mainstay of the New Zealand market.
Traditional media is in decline as
consumers increasingly move to digital
consumption particularly on mobile
devices.
Categories?
The top performing categories are Retail,
Leisure, Entertainment, Foodstuffs and
Automotive. Government Departments
have decreased to the fifth position with
expenditure increase low 1% due to no
significant government events forecast for
New Zealand until the general election in
2014.

advertisers?
Consumers are passionate about viewing,
browsing, downloading and engaging in
video content across multiple screens. The
NZ Government has initiated Ultra-Fast
Broadband implementation which will
provide fibre optic technology to 75% of
New Zealanders by 2020. The key
objectives are to deliver large amounts of
data further and faster ultimately increasing
internet speeds. As accessibility to
watching content on smart phones and
tablets increases in NZ, television networks
are focusing on providing an increased
combination of content on TV and online as
the ultimate way to drive advertiser
effectiveness.
NEW ZEALAND
Retail
Food
Governme
nt
Invesment,
Finance,
Banking
Pharma
Leisure,
Ent.
Auto
Toiletries/C
osmetics
Home
Improve
Household
Electrical
-30%
-20%
-10%
0%
10%
20%
30%
- 100.0 200.0 300.0 400.0 500.0
The NZ market is
recovering,
creating new
opportunities for
smart advertisers

TOP 10 CATEGORIES
2013f
Gross NZD
MILLION
2013f vs.
2012
YOY%
Retail $427.9 6.4%
Leisure, Entertainment $327.7 -8.3%
Foodstuffs $334.3 -0.7%
Automotive $310 10.5%
Government Depart. $234.6 1.3%
Toiletries/Cosmetics $157.6 0.2%
Investment, Finance,
Banking
$137.8 -2.6%
Home Improvements $146.6 10%
Pharmaceuticals,
Health
$125.8 -0.3%
Household Electrical
Products
$139.7 14.7%
119
TELEVISION REMAINS STRONG AND DIGITAL CONTINUES TO GROW
RAPIDLY WHEREAS OTHER MEDIA CHANNELS REMAIN STATIC
TELEVISION
New Zealanders spent 3 hours viewing
television in 2012 with 85% viewing
through a digital platform. Time spent
viewing has increased by hour since
2000 however has decreased by 4 minutes
versus 2011 and 2010. Television is still
the dominant media platform in New
Zeland and is cost effective as opposed to
other markets. The television market
experienced revenue growth in 2012. Q1
and Q2 drove the growth whilst Q3 and Q4
were relatively flat. The launch of VOD on
smartphones and tablets in 2013 will
continue to drive growth into television.
Similiar growth to 2012 is projected for
2013 and 2014.

DIGITAL
Digital expenditure is increasing rapidly and
growth is expected to be north of 20% in
2013. Digital is finding a broader appeal
for advertisers by increased popularity of
the digital platform. Video continues to
grow as consumers search for different
ways to consume content.

MOBILE
Mobile revenues continue to grow against
a modest base. New Zealand appears to
be following the Australian trends with
greater penetration of smartphones.
Google Australia's Ross McDonald says
there will soon be more Australians
accessing the web via mobile devices than
from their desktops or laptops. He says the
rapid uptake of mobile commerce has
taken business by surprise: ''Consumers
are moving much, much faster than
anybody anticipated. We even find in our
business we haven't anticipated how
quickly consumers will pick up their smart
phone's and use them,'' says Mr McDonald.

PRESS
Newspaper expenditure continues to
decline as consumers migrate to digital
platforms followed by advertising
expenditure. Publishers are desperately
grasping for ways to maintain consumers
via conversion to digital plaforms.

OUTDOOR
Outdoor expenditure is normalised this
year post Rugby World Cup in 2011.
Outdoor companies are aggressively
pricing their product in a declining media
channel.
RADIO
Radio experienced a decline in expenditure
off the back of the rugby world cup in 2011
however increased interest in experiential
marketing is diversifying revenue streams
and future growth is likely as a result.

CINEMA
Cinema is a light contributor to overall ad
expenditure and maintains its relative
position year on year.
-2.3
2.0
0.0
0.6
-1.1
12.7
2.1
2.7
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
29.0
18.0
27.7
10.3
3.2
11.5
0.4
Cinema
120 NEW ZEALAND
121
REGION: NEW ZEALAND
2010 2011 2012 2013 2014f
Television
6.5 1.8 1.9 2.1 2.0
Newspaper
0.6 0.0 -1.1 -1.1 -1.1
Magazine
0.9 5.5 -2.4 0.6 0.4
Radio
2.1 7.1 -3.1 2.0 2.0
Cinema
33.3 12.5 -3.3 -2.3 -3.5
Outdoor
2.9 11.4 -10.3 0.0 0.0
Digital
20.1 19.8 14.6 12.7 11.3
Display
28.9 -13.8 20.3 2.4 2.4
Search
15.3 22.6 48.2 24.9 19.9
Rich
Media/Video
20.0 25.0 20.0
Other
21.3 11.9 -5.3 -2.2 -2.3
TOTAL
4.9 4.9 1.3 2.7 2.6
2010 2011 2012 2013 2014f
Television
29.9 29.0 29.2 29.0 28.9
Newspaper
30.9 29.4 28.7 27.7 26.7
Magazine
10.8 10.8 10.5 10.3 10.0
Radio
11.9 12.1 11.6 11.5 11.4
Cinema
0.4 0.4 0.4 0.4 0.4
Outdoor
3.4 3.7 3.2 3.2 3.1
Digital
12.7 14.5 16.4 18.0 19.5
Display
3.9 3.2 3.8 3.8 3.8
Search
4.6 5.4 7.8 9.5 11.1
Rich
Media/Video
0.5 0.6 0.7 0.8
Other
4.1 4.4 4.1 3.9 3.7
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
607 618 630 643 656
Newspaper
627 627 620 613 606
Magazine
219 231 226 227 228
Radio
241 258 250 255 260
Cinema
8.0 9.0 8.7 8.5 8.2
Outdoor
70 78 70 70 70
Digital
257 308 353 398 443
Display
80 69 83 85 87
Search
93 114 169 211 253
Rich
Media/Video
10 12 15 18
Other
84 94 89 87 85
TOTAL
2,029 2,129 2,157 2,215 2,271
2010 2011 2012 2013 2014f
Television
508 518 528 539 549
Newspaper
525 525 519 513 508
Magazine
183 193 189 190 191
Radio
202 216 209 214 218
Cinema
7 8 7 7 7
Outdoor
59 65 59 59 59
Digital
215 258 296 333 371
Display
67 58 70 71 73
Search
78 95 142 177 212
Rich
Media/Video
8 10 13 15
Other
70 79 75 73 71
TOTAL
1,699 1,783 1,807 1,855 1,902
NEW ZEALAND Exchange rate vs. US$: 1.19395; CAANZ/ASA/market estimates; Figures: Net 121
PHILIPPINES: FULL YEAR FORECAST FOR 2013 +8.6%
beyond into 2014?
The full year forecast for 2013 at +8.6% is
lower than previously predicted, affected by
new election guidelines limiting minutes
aired on TV and other media. The only
media that can take advantage of the
election year is print. Digital is playing a
key role in communication planning for
almost all key advertisers which has an
affect on some minor media such as
Magazines, Cinema and Radio. However,
OOH seems to have the potential to grow
in 2013 with LEDs (big and small) being
installed in major highways and malls.

year?
This is an election year which may push
some advertisers to move major launches
after the May elections. However, with the
limit on airtime for broadcast and print
insertions per week per candidate, this may
have a lesser affect than previous election
year.

growth/decline?
Digital is slowly taking some of the minor
media budget away. Seems like cinema,
radio and magazine are being affected by
this development. Four screen trend is
now being utilized by clients which was
recognized by print with publications
developing apps for mobile and tablets. So
you can see some shifting of ad spend this
year favouring online. Events and sports
marketing are also key activities now for
major clients which gets them earned
media and WOM, appropriate to amplify
online.

Categories?
Hair care products and personal care
continues to top the categories while
communication declines. The acquisition
of PLDT/Smart of TV5 has prevented them
from advertising heavily with other
channels because they have to revert to
rate card cost per spot. That has a huge
affect on adspend since they comprise
70% of the market.

advertisers?
We see advertising using the Four Screen
as major media for all campaigns. TV and
Radio is not the only option to target the
next generation of consumer. Online now
has the monopoly on that and this trend will
continue. Media now has to evolve to
consider this trend or die.

Online now has
the monopoly to
target the next
generation
consumer
PHILIPPINES
Hair Care
Other
P.Care
Restaurant
s
Food
Beverages
Medical
Home Care
Dairy
Comms.
Ent.
0%
5%
10%
15%
20%
25%
30%
- 10,000 20,000 30,000 40,000 50,000
2013 GROSS Ad spend PHP million
TOP 10 CATEGORIES
2013f
GROSS
PHP
MILLION
2013f vs.
2012
YOY%
Hair Care 42,236 15%
Medical Products & Equip 29,946 7%
Other Personal Care Products 31,134 15%
Home Care Products 25,982 6%
Restaurants, Fastfoods,
Bakeshops & Theatres
24,644 15%
Dairy Products 24,526 15%
Food 24,403 15%
Communication & Business
Machines
20,256 5%
Beverages 20,575 15%
Entertainment, Sports, Special
Occasions/Events
17,756 15%
122
CINEMA, RADIO & MAGAZINES AFFECTED BY DIGITAL DEVELOPMENT
TELEVISION
TV is evolving into an online content
provider. More next gen consumers are
catching their favourite shows and replays
online. Still considered as a major medium
with which to capture the mass base
market. Upscale markets and brands
shifting to online advertsing and social
media.

MOBILE
This continues to struggle. Although, more
consumers now access social media on
their tablets and smart phones this still has
a long way to go. It helps that cellphone
providers are giving unlimited internet
access packages which can grow and
advocate this media

PRESS
Print as a medium needs to evolve or die.
The top three publications are now also
present on mobile apps and online.
Although they are not letting go of paper, it
is slowly becoming a novelty. More often
now a client edits this medium out except
when they are reminded of the benefits. A
full switch will happen soon from paper to
net. For 2013, print will survive and take
advantage of the election hence the
increase.

OUTDOOR
OOH is slowly converting to digital as well.
With investment on LED growing, this
medium is now playing the rates game.
Forcing advertisers to accept a double digit
inflation.

RADIO
Radio continues to survive and is now
relevant again. Giving rate benefits to
clients with a single digit increase, radio
has always been more open and flexible to
advertisers. Hence, the full support of
advertisers to this medium in every
communication plan.

CINEMA
Cinema, with admission prices going up,
now becomes a novelty. The industry uses
this medium as an added bonus to TV and
Radio spots. Usually this has value to client
on events and amplification tie ups with
blockbuster movies. With online movies
available by demand, this medium
continues to struggle.
PHILIPPINES
5.0
5.0
15.0
9.0
15.0
15.0
7.1
8.6
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
67.0 3.3
4.3
1.0
15.1
9.2
0.1
Cinema
123
124
REGION: PHILIPPINES
2010 2011 2012 2013 2014f
Television
22.8 15.2 19.1 7.1 5.0
Newspaper
29.4 -2.3 -4.7 15.0 5.0
Magazine
7.8 6.9 -2.5 9.0 9.0
Radio
30.1 35.9 -13.7 5.0 5.0
Cinema
5.0 5.0 5.0 5.0 5.0
Outdoor
40.0 15.0 10.0 15.0 10.0
Digital
183.7 15.0 15.0 15.0 15.0
TOTAL
28.3 16.2 12.2 8.6 6.1
2010 2011 2012 2013 2014f
Television
64.6 64.0 68.0 67.0 66.3
Newspaper
5.7 4.8 4.1 4.3 4.2
Magazine
1.2 1.1 1.0 1.0 1.0
Radio
10.6 12.3 9.5 9.2 9.1
Cinema
0.2 0.1 0.1 0.1 0.1
Outdoor
14.7 14.6 14.3 15.1 15.7
Digital
3.1 3.0 3.1 3.3 3.6
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
71,537 82,388 98,117 105,048 110,300
Newspaper
6,285 6,141 5,853 6,731 7,068
Magazine
1,333 1,425 1,389 1,514 1,650
Radio
11,689 15,889 13,719 14,404 15,125
Cinema
178.5 187.4 196.8 206.6 217.0
Outdoor
16,289 18,732 20,605 23,696 26,066
Digital
3,405 3,915 4,502 5,178 5,955
TOTAL
110,717 128,677 144,382 156,778 166,380
2010 2011 2012 2013 2014f
Television
1,757 2,024 2,410 2,580 2,709
Newspaper
154 151 144 165 174
Magazine
33 35 34 37 41
Radio
287 390 337 354 372
Cinema
4 5 5 5 5
Outdoor
400 460 506 582 640
Digital
84 96 111 127 146
TOTAL
2,720 3,161 3,546 3,851 4,087
PHILIPPINES
Source
ACNielsen data for TV, Radio & Print; assumptions based on media vendor claims for cinema &
internet, outdoor is estimate based on assumed channels (no industry monitoring body for all three)
124
SINGAPORE: MODEST GROWTH IN 2013
beyond into 2014?
Ad spends increased by circa 2% in 2012
mainly fueled by the services and the
consumer goods sector. With GDP growth
projected to grow by less than 3% percent -
ad spend growth should remain behind
GDP growth throughout 2013. This is in
part due to the continual risk on the horizon
from the US fiscal cutbacks and eurozone
crisis.
The Agricultural/Industial & Entertainment
sector continues its downward trend
despite a slight comeback in Q3 of 2012.
Retail however, managed to buck its
decline in spends with a strong showing in
Q4 of 2012.

year?
There are no major sporting, political or any
other significant events in Singapore which
are likely to drastically affect ad spends in
2013.

growth/decline?
growth is still Digital media followed by
OOH. Within Digital, Display is still
standing strong, followed by Search and
Mobile. Print continues to be the strongest
segment in the Singapore market with the
highest share of spends consistently over
the past few years. TV ratings have been
on a steady decline over the past few
years, also, with content consumption
shifting to online (i.e CatchUp TV and
Mobile) this trend is expected to continue.

Categories?
The services sector continued to grow and
ended the year with an almost 9% increase
over 2011. The consumer sector also
ended strongly, up by 3% from Q3 ending
with an ad spend increase of 5% vs. 2011.

advertisers?
Singapore consumers have become digital
omnivores driven by the proliferation of
devices people use to consume content .
One challenge advertisers will face would
be to harness consumer data. The
companies that do this best, will have a
competitive advantage and this data will
include media relevance and role.
A potential opportunity would be to
connect with consumers across multiple
platforms (multi-screening); following
consumers content patterns - and being
the facilitators of content that enriches their
experience on platforms like social media.

Singapore
consumers
have become
digital
omnivores
SINGAPORE
Services
Entertain.
Agri./Indust
.
Automotive
Household
Equip
Retail
Toiletries
Pharma
Household
-10.0%
-8.0%
-6.0%
-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
0 500,000 1,000,000 1,500,000
2013 GROSS Spend SGD million
TOP 10 CATEGORIES 2012
Gross
SGD
MILLION
2013f vs.
2012
YOY%
Services (Airlines / Bank /
Beauty / Corp)
1,070,626 5%
Retail 266,208 -2%
Ents(hotels/restaurants) 170,195 -2%
Toiletries 154,939 1%
Agricultural/Industrial &
Commercial
133,088 3%
Clothes/Bags/Watch/Jewel/Opt/
Phot/Toys
104,998 -4%
Pharmaceuticals 114,942 6%
Household 82,461 2%
Household Equipment &
Appliances
35,386 3%
125
PRINT CONTINUES TO BE THE STRONGEST SEGMENT, WITH
CONSISTENTLY THE HIGHEST SHARE OF SPEND
TELEVISION
TV spends were hardest hit in 2012 with
the spends dropping by 3%. With the
ratings following a downward trend and a
lack of drastic change to TV programming
and content, advertisers are moving to
cable stations to expand reach rather than
focusing on terrestrial stations as well as
venturing into other media. A further drop
of -2% is expected in 2013.

DIGITAL
With Nielsen discontinuing digital tracking
from Q3 2012 onwards, it has become
increasingly more difficult to track the
spends. However, with advertisers
intergrating digital with traditional media
coupled with the advent of features like
DSP (demand side platform) and a string of
new products from Google (i.e Google
Media Ads) we can expect Digital media to
continue growing at a rapid pace with
significant growth also expected in
performance marketing and social media.

MOBILE
Singapore ranks top (54%) amongst the
countries in terms of Smartphone
penetration, as compiled by Go-Globe.com.
Many consumers in Singapore own more
than 1 mobile phone, totalling circa 8.1
million mobile phone subscriptions. Ad
spends will continue to soar high with a 40-
50% increase expected.

PRESS
Newspapers continue to garner the highest
share of ad spends (46%) with magazines
making up about 5%. However, print
expenditure continues to contract, mainly
due to the rise of digital media. Print
vendors continue to compete in this space
by offering digital print inventory hoping to
keep share of voice. Print expenditure is
expected to rise slightly by 2% in 2013.

OUTDOOR
Outdoor spend figures increased by 18% at
the close of 2012 (Mainly due to Nielsens
new found ability to track MC placements).
This trend is expected to continue into
2013 with new outdoor opportunities and
placements. Spends are forecast to
increase by a further 11% by 2013.

RADIO
Stiffer competition and competitive pricing
amongst stations contributed to a healthy
yoy increase in Radio spends in 2012
(4.5%). Ad spends for 2013 are expected
to increase by 2-3%.

CINEMA
A whole range of blockbusters in 2012
contributed to the increase in ad spends for
cinema in 2012. 2013 will see a slight
slump due to the lack of blockbuster names
hitting the screens. A drop of 1-2% is
projected.
SINGAPORE
29.0
45.9
4.8
7.9
0.4
9.3
2.7
% SHARE OF AD SPEND BY MEDIUM
2012
Digital
-1.4
2.9
11.2
-1.2
2.1
22.2
-2.8
1.7
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
126
127
REGION: SINGAPORE
2010 2011 2012 2013 2014f
Television
5.1 3.7 -3.0 -2.8 -2.1
Newspaper
13.6 3.4 2.3 2.1 2.5
Magazine
5.4 5.1 -1.2 -1.2 -1.3
Radio
8.6 0.4 5.2 2.9 1.1
Cinema
-11.0 -7.3 4.5 -1.4 2.9
Outdoor
9.5 2.8 18.6 11.2 10.5
Digital
20.0 16.7 7.1 22.2 13.6
Display
7.6 -5.3 28.9 6.5
Search
60.0 73.6 25.0 20.0
Rich
Media/Video
50.0 38.9 33.3 50.0
Mobile
33.0 74.0 50.0 33.3
Other
80.0 15.7 -66.7 0.0
TOTAL
9.6 3.5 1.9 1.7 1.9
2010 2011 2012 2013 2014f
Television
31.8 31.9 30.4 29.0 27.9
Newspaper
45.6 45.6 45.7 45.9 46.2
Magazine
5.1 5.1 5.0 4.8 4.7
Radio
7.8 7.6 7.8 7.9 7.9
Cinema
0.5 0.4 0.4 0.4 0.4
Outdoor
7.3 7.3 8.5 9.3 10.0
Digital
1.9 2.1 2.2 2.7 3.0
Display
1.5 1.6 1.5 1.9 2.0
Search
0.1 0.1 0.2 0.3 0.4
Rich
Media/Video
0.1 0.1 0.2 0.2 0.4
Mobile
0.1 0.1 0.1 0.2 0.2
Other
0.1 0.2 0.2 0.1 0.1
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
491 509 494 480 470
Newspaper
703 727 743 759 778
Magazine
78 82 81 80 79
Radio
121 121 127 131 132
Cinema
7.1 6.6 6.9 6.8 7.0
Outdoor
113 116 138 153 169
Digital
29 34 36 44 50
Display
24 25 24 31 33
Search
1 2 4 5 6
Rich
Media/Video
1 2 3 4 6
Mobile
1 1 2 3 4
Other
1 3 3 1 1
TOTAL
1,541 1,595 1,626 1,654 1,685
2010 2011 2012 2013 2014f
Television
398 413 401 389 381
Newspaper
570 590 603 616 631
Magazine
63 67 66 65 64
Radio
98 98 103 106 107
Cinema
6 5 6 6 6
Outdoor
91 94 112 124 137
Digital
23 27 29 36 41
Display
19 21 20 25 27
Search
1 2 3 4 5
Rich
Media/Video
1 2 2 3 5
Mobile
1 1 2 2 3
Other
1 2 2 1 1
TOTAL
1,250 1,294 1,319 1,341 1,367
SINGAPORE
Exchange rate vs. US$: 1.23283; Source: A C Nielsen; Figures: Net
127
S.KOREA: LOW GROWTH FORECAST FOR THE SHORT TERM
beyond into 2014?
We are looking at 2% of low growth for the
overall ad market in 2012, lower than
expected. Uncertainty about the economy
and the low rate of domestic consumption
has caused marketers to spend less.
Predictions are that ad expenditure will
grow another 2% in 2013. Ad spend
forecast to grow by 2.5% in 2014.

year?
Overall the economic situation is still
looming in spite of mega events to be held
in 2014. However, we are still expecting
these world-wide events such as the Winter
Olympics, World Cup and WBC, etc. will
play a part as a driving motivator for future
spend growth as before.
Baseball is still a key event and the World
Baseball Classic (WBC) - promising good
audiences for the male demographic - yet
ad spending will be low due to the
economic downturn.

growth/decline?
Ad spend in traditional media including TV,
Newspapers, Magazines slows down,
whilst mobile media expands to multiple
devices including tablet PC. LTE brings
high returns to the mobile media, but
growth of ad spend to the internet slows
down. OOH is growing rapidly with digital
media content.

Categories?
Overall segments with the exception of
Transportation Equipment, Pharmaceutical
and Household goods sectors will remain
the same or decline vs.2012. One of the
largest spenders the Financial sector,
expects to spend less due to low interest
with low economic growth in the financial
market in 2013.

advertisers?
A rapid change of media environment.
Traditional media struggles and growth of
internet ad spend is not as strong as before
due to Mobile medias fast growing share of
ad spend. TV will remain a key media but
users are moving to SmartTVs. OOHs
share of ad spend will increase as it
collaborates with digital content. Media
with BTL strategy will be appropriate.

Traditional media
slows down,
while mobile
media continues
to increase
S.KOREA
Finance
Computer
Service
Cosmetics
Food
Transport.
Fashion
Household
goods
Beverage
Pharmacy
-6%
-4%
-2%
0%
2%
4%
6%
200,000 400,000 600,000 800,000 1,000,000
TOP 10 CATEGORIES
2013f
Net KRW
MILLION
2013f vs.
2012
YOY%
Finance & Insurance 796,398 -3%
Computer & TelecommS 542,487 -1%
Service 522,919 -2%
Cosmetics 484,353 -4%
Food 484,446 -2%
Transportation equipment 409,381 2%
Fashion 375,304 -1%
Household goods 374,780 5%
Beverage 337,054 0%
Pharmacy & Medical inst. 318,585 2% 128
TELEVISION
Despite the big events such as the Olympic
Games, Presidential Elections and 24 hour
broadcasts, FTA TV spends fell 6% in
2012. With the self-produced programme
viewership of major MPPs and the multi-
content channels rise to steady growth,
share of ad spend to CATV increased
approximately 4%. TV Media reps efficient
and competitive propositions will not affect
growth of overall ad spend due to the
recession and lack of big events in 2013.
Virtual and indirect ads will continue to
grow. CATV provides more self-produced
programmes. Share of ad spend to multi-
content channels will rise but still not affect
the growth of the market. Sales volume of
Smart TV is growing, but still facing
difficulties because of low awareness and
the lack of content.

DIGITAL
Digital video ads will drive the growth of the
digital ad market in 2013. Not only the pre-
roll ads on video sites but also the rich
media ads (e.g expanding ads,streaming
videos). And there is activity on the
publisher/agency side for the integrated RP
to the camparison between TVCs and
Digital video ads.
As increased usage of Smartphones,
mobile SA is remarkably increased. Mobile
Google searches exceed web Google
searches. SNS marketing is gaining its
popularity due to the increased usage of
Smartphones. Most used social media is
Facebook whose number of users
exceeded those of the leading Korean
social network recently. Power Bloggers
have huge influence on internet users
through their reviews of products and
community activities, etc. 80% of internet
users have their own blogs.

MOBILE
Expects 40M of Smart phone users and the
volume of advertising market will reach
220B KRW. Types of mobile interactive
advertising will be attempted to be
activated even in shopping which was
shown limited. Mobile is expected to grow
significantly in 2013.

PRESS
Newspapers was down 5% in 2012, with
the collapse of Real Estate and Financial
advertising, the demand for ads in free
newspapers has reduced as Smart phone
use continues to grow.
Magazines are expected to continuously
decline due to a drop in the fashion and
cosmetics markets. On the other hand,
mobile magazines are expected to be on
the rise.

OUTDOOR
Unit cost will rise in airport and baseball
stadiums because of the upcoming world
cup. As ongoing digital investment
continues - digital signage ads, this will be
a source of long-term growth for the
medium. IT, mass media companies will
increase focus on outdoor advertising. The
execution of alcohol advertising on bus
exteriors, bus shelters and in theatres is
expected to be legally banned.

RADIO
As clients interest reduces, the decline will
continue.

CINEMA
Cinema growth for 2013 forecast to be up
10%. New types of multi-dimensional
advertising will increase unit cost and result
in an increase in spend.

TRADITIONAL MEDIA STRUGGLES
83.6
10.0
-3.0
5.0
-4.0
-4.0
3.8
-2.0
2.0
Mobile
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
34.5
22.7
17.9
5.7
10.1
2.9
1.5
4.6
Cinema Mobile
129 S.KOREA
130
REGION: S.KOREA
2010 2011 2012 2013 2014f
Television
18.2 10.0 -3.0 -2.0 0.0
Newspaper
9.5 5.0 -5.0 -4.0 -5.0
Magazine
11.4 4.0 -1.0 -1.0 -1.0
Radio
15.0 5.0 -4.0 -3.0 -3.0
Cinema
6.7 10.0 10.0 10.0
Outdoor
19.9 7.0 5.0 5.0 5.0
Digital
24.5 18.4 5.0 3.8 2.7
Display
17.0 15.0 4.3 1.9 2.0
Search
28.4 20.0 5.3 4.6 3.0
Mobile
633.3 83.6 49.8
TOTAL
18.6 10.1 1.6 2.0 2.5
2010 2011 2012 2013 2014f
Television
37.7 37.6 35.9 34.5 33.7
Newspaper
21.4 20.4 19.1 17.9 16.6
Magazine
6.4 6.0 5.9 5.7 5.5
Radio
3.3 3.2 3.0 2.9 2.7
Cinema
1.4 1.3 1.4 1.5 1.7
Outdoor
9.7 9.5 9.8 10.1 10.3
Digital
20.1 21.6 22.4 22.7 22.8
Display
6.5 6.8 7.0 7.0 7.0
Search
13.6 14.8 15.3 15.7 15.8
Mobile
0.4 2.6 4.6 6.7
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
2,895,600 3,185,160 3,089,605 3,027,813 3,027,813
Newspaper
1,643,800 1,725,990 1,639,691 1,574,103 1,495,398
Magazine
488,900 508,456 503,371 498,338 493,354
Radio
256,500 269,325 258,552 250,795 243,272
Cinema
105,000 112,000 123,200 135,520 149,072
Outdoor
749,400 801,858 841,951 884,048 928,251
Digital
1,547,000 1,831,250 1,922,500 1,994,900 2,048,600
Display
503,000 578,450 603,500 614,700 626,994
Search
1,044,000 1,252,800 1,319,000 1,380,200 1,421,606
Mobile
30,000 220,000 404,000 605,000
TOTAL
7,686,200 8,464,039 8,598,870 8,769,518 8,990,760
2010 2011 2012 2013 2014f
Television
2,691 2,960 2,871 2,814 2,814
Newspaper
1,528 1,604 1,524 1,463 1,390
Magazine
454 472 468 463 458
Radio
238 250 240 233 226
Cinema
98 104 114 126 139
Outdoor
696 745 782 822 863
Digital
1,438 1,702 1,786 1,854 1,904
Display
467 538 561 571 583
Search
970 1,164 1,226 1,283 1,321
Mobile
28 204 375 562
TOTAL
7,142 7,865 7,991 8,149 8,355
S.KOREA
Source Nielsen + Ad almanac
Are the figures before (gross) or after (net) negotiated discounts? Net - TV & Radio; Gross - Press & Mag
130
TAIWAN: AD MARKET TO SEE POSITIVE GROWTH THIS YEAR
How is the advertising market performing?
What is the full year forecast for the ad
market in 2013 and beyond into 2014?
Although global economic conditions remain
uncertain, the forecast is more optimistic than
last year, +1.1% forecast for this year (-4.2%
in 2012). Taiwan is an export-oriented
country, and its economic indicators in 2013
are expected to improve. However, the latest
forecast for 2013 is 1.5% points down on the
forecast made in August 2012 (+2.6%, 2013)
because the projections for Television,
Newspaper and OOH have been reduced. In
2014, as the recovery in the global and
domestic economies continues, the media
market will expect to see 3% growth. Internet
and Television will receive the main share of
media investment, however Newspapers and
Radio will also benefit from the elections at the
end of 2014, and Cinema and OOH will benefit
from the new MRT routes and shopping
centres that are expected to open.
Are there any sporting, political events that
There are 3 MRT routes expected to be
completed by the end of 2013 and into 2014,
so OOHs growth will show a slight growth in
2014. Besides, due to the local nature of
Newspaper and Radio, the elections for
mayors of the five major municipalities and
local county magistrates in 2014 (seven-in-one
local government elections) will boost ad
spend for Newspapers and Radio.
Briefly describe your market estimates by
Media what factors are driving
growth/decline?
In 2013, digital media will still be the apple of
advertisers eye with its diverse forms and
capability to engage consumers. It is
predicted to rise 7% y-o-y in 2013. Television
is forecast to remain unchanged. Newspaper
spend is expected to drop 5% due to the shift
of readers online. In contrast, magazine and
radio will most likely grow by 2%. Whilst the
former will benefit from the optimism of the
financial sector, the latter will gain from better
forecasts for the property and automobile
categories. Finally, with traditional outdoor
media investment remaining unchanged and
the Taiwanese movie fever fading, spend on
OOH media will be equal to last year.
Categories?
After a 4.2% decline in overall ad spend in
2012, expectations are for an improved media
market in 2013. Categories seeing a notably
positive development include the Property
category, which is forecast to see 3% growth
with a recovery in the property market. The
Transportation category (second highest
spending category) will also see an increase
of c.0.8% as a result of the governments
vehicle subsidies policy.
The third highest spending category
Cosmetics/ Skincare is forecast to see a
strong increase of 5.7%, driving growth in the
overall ad market.
Combined with Retail, Entertainment, and
Dining, shopping malls have continually been
developed in the central areas of the cities.
The ad expenditure for the Services category
reflects this with an expected growth of 4.5%.
Investment for the Pharmaceuticals/Beauty
category, however, is expected to fall 4.3%.
advertisers?
With Digital media booming, mobile is creating
seamless experiences between the online and
offline world. Due to the unbuttoned platform,
the advertising market will focus on user
experience.
This means the best way to attract and keep
consumers is to build up simple and flowing
processes that optimize the user experience
and which allow consumer behavior to be
more instinctive, direct, and convenient.

TAIWAN
Property
Transport.
Beauty Aid
Pharma.
Services
Others
Food
Financial
Computers
Clothing
-10%
-5%
0%
5%
10%
0 1000 2000 3000 4000 5000 6000 7000
Mobile is creating
a seamless
experience
between the
online and offline
world
TOP 10 CATEGORIES
2013f
Net TWD
MILLION
2013f vs.
2012
YOY%
Property 5,931 3.0%
Transportation 3,500 0.8%
Beauty Aid/Cosmetics 3,495 5.7%
Pharmaceuticals/Beauty 3,204 -4.3%
Services 3,036 4.5%
Others 2,765 0.9%
Food 2,650 3.3%
Financial
/Investment/Banking
2,462 2.9%
Computers and
Accessories
2,054 -7.0%
Clothing and
Accessories
1,896 0.4%
131
DIGITAL MEDIA BOOMING
TELEVISION
Ad budgets are shrinking as a result of
uncertainty over the future and a resultant more
conservative private consumption attitude.
Moreover, with Digital media booming and
increased consumer engagement with the digital
world, advertisers are shifting their TV ad spend
towards digital media, causing TV ad spend to
shrink. However, the continuously growing
market of skincare/cosmetics and shopping
centres (promoting newly opened stores) all help
TV ad expenditure. Overall TV ad spend in 2013
is expected to be flat and similar to 2012.
As the economy gradually revives in 2014, this is
expected to provide impetus for more TV ad
investment, 2% growth is forecast in 2014.
DIGITAL
Digital media will continue growing (7% in 2013
and in 2014). Display ads will continue to have
the highest share of digital ad spend. However,
the focus is shifting to Online Video and Social
Media to fulfill the goal of advertisers to attract
and encourage consumer engagement. Plus,
Online Video has the strength to synchronize and
customize content across platforms and multi-
screens, which provides not just exposure but
also allows consumers to engage with brands.
As e-commerce matures, other channels in the
real world are stepping across into the virtual
world and brands will plunge into e-commerce
with their own channels. As more brands dive
into the pool, the perception and consideration of
digital media will change and there will be a
redistribution of ad spend.
MOBILE
In 2013, FIND projections expect Taiwan's smart
phone penetration rate will continue growing to
around 40%, as more brands release new
phones. As well, the mobile ad market business
model is growing; the accuracy of ad delivery is
improving as the technology and manipulation
experience matures. In a cross-screen and
cross-platform environment, smart phones are
consumers closest mobile device. They also
feature multiple ad modes and combine an e-
wallet function, thus the mobile ad market is
forecast to see significant growth.
PRESS
The rapid transformation of digital and the reading
habits of the masses have caused the consumer
to spend less time reading newspapers and
magazines, negatively affecting ad spend for print
media. However, print media is also pursuing the
digital path, combining apps, PDF e-files and
social network sites to try to create synergy. Due
to limitations in print media monitoring which
exclude e-publications and channel publications,
print ad spend has been falling continuously.
Nevertheless, the seven-in-one local government
elections in 2014, which favours using local
newspapers, will boost newspaper ad spend. It is
noteworthy that the sale of Next Media will affect
the print ad investment market.
OUTDOOR
Although technological advancements in OOH
media - digitalization have helped OOH to mature,
due to limitations in OOH media monitoring and
because its major investor property - decreased
investment as a result of the uncertain economy,
the OOH media market is forecast to remain
lackluster in 2013. As for OOH media in 2014,
grand openings for new stores and the new MRT
routes will bring momentum to the OOH ad
market, pushing it up by 2% in 2014.
RADIO
Compared to 2012, Radio ad expenditure is
forecast to increase by 2% this year. This is
mainly due to
an increase by its major contributors
a housing market which rebounded slowly
a autos market that benefited from politically
subsidised campaigns.
Moreover, the seven-in-one local government
elections in 2014 favours the use of local radio
advertising. This will provide a strong boost for
the Radio ad market.
CINEMA
Due to the enthusiasm fading for Taiwanese-
made films and the number of theatres not
changing, the ad spend for cinema in 2013 will
most likely remain unchanged. Looking forward
to an economic recovery in 2014 to encourage
consumers to walk into cinemas and stimulate
advertiser ad investment.
0.0
2.0
0.0
2.0
-5.0
7.0
0.0
1.1
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
40.3
24.1
14.2
8.6
6.7
5.7
0.4
Cinema
132 TAIWAN
REGION: TAIWAN
2010 2011 2012 2013 2014f
Television
21.4 6.6 -7.7 0.0 2.0
Newspaper
19.5 -10.7 -10.8 -5.0 2.0
Magazine
9.7 2.3 -5.9 2.0 0.0
Radio
19.2 -7.7 -14.1 2.0 1.0
Cinema
55.7 25.4 10.9 0.0 2.0
Outdoor
13.6 11.2 -3.2 0.0 2.0
Digital
22.4 19.5 12.2 7.0 7.0
Display
28.3 19.7 10.1 -11.7 -3.7
Search
11.0 15.4 13.4 5.5 14.1
Rich
Media/Video
28.4
Social Media
28.4 35.1 23.3 54.6 15.2
Mobile
60.5
TOTAL
19.5 4.4 -4.2 1.1 3.0
2010 2011 2012 2013 2014f
Television
41.4 42.3 40.7 40.3 39.9
Newspaper
19.0 16.3 15.2 14.2 14.1
Magazine
8.8 8.7 8.5 8.6 8.3
Radio
7.1 6.3 5.7 5.7 5.6
Cinema
0.3 0.3 0.4 0.4 0.4
Outdoor
6.3 6.7 6.7 6.7 6.6
Digital
17.0 19.5 22.8 24.1 25.1
Display
10.5 12.0 13.8 12.1 11.3
Search
5.3 5.9 6.9 7.2 8.0
Rich
Media/Video
1.2 1.5
Social Media
1.2 1.6 2.1 3.1 3.5
Mobile
0.5 0.8
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
20,799 22,164 20,450 20,450 20,859
Newspaper
9,565 8,540 7,618 7,237 7,382
Magazine
4,440 4,542 4,273 4,358 4,358
Radio
3,586 3,312 2,844 2,901 2,930
Cinema
146 183 202 202 206
Outdoor
3,145 3,497 3,387 3,387 3,454
Digital
8,551 10,215 11,460 12,262 13,120
Display
5,268 6,305 6,942 6,131 5,904
Search
2,664 3,074 3,487 3,679 4,198
Rich
Media/Video
613 787
Social Media
619 836 1,031 1,594 1,837
Mobile
245 394
TOTAL
50,231 52,452 50,234 50,797 52,310
2010 2011 2012 2013 2014f
Television
708 755 697 697 711
Newspaper
326 291 259 247 251
Magazine
151 155 146 148 148
Radio
122 113 97 99 100
Cinema
5 6 7 7 7
Outdoor
107 119 115 115 118
Digital
291 348 390 418 447
Display
179 215 236 209 201
Search
91 105 119 125 143
Rich
Media/Video
21 27
Social Media
21 28 35 54 63
Mobile
8 13
TOTAL
1,711 1,787 1,711 1,730 1,782
Exchange rate vs. US$: 29.35722; Source: Carat's best estimates, Nielsen; Figures: Net Net
,
133 TAIWAN
THAILAND: AD MARKET PERFORMING WELL +6.1%
beyond into 2014?
Ad spend is expected to increase by 6.1%
in 2013 and 6.8% in 2014 in Thailand.
Main drivers are Motor Vehicles, Non-
Alcoholic Beverages and Communications.

year?
Bangkok Governor Elections in Mar 13.

growth/decline?
Digital continues to grow at the highest
double digits (+20% in 2013 and +20% in
2014) as a channel that responds to
consumers digitally engaged lifestyle. TV
still dominates the market with the highest
share of ad spend 51.1% in 2013f. Print is
the second most popular medium still but
on a declining trend. Radio is shrinking.

Categories?
The market is driven by Motor Vehicles
with a 20% forecast growth rate for 2013
(this is slowed down from the 54% y-o-y
growth rate of 2012). There is a shortage
in the supply of new cars after high
demand was seen with the application of
the first car tax refund scheme.
Communications ad spend is still growing
+23% 2013 forecast, from high competition
in infrastructure and devices.

advertisers?
Future advertising will be more digitally
engaged and integration between digital
media and others is everywhere to be
seen. Advertisers have more channels and
interesting offers to choose from. The
market will be more segmented to serve
the needs of individuals.

Market evolves
with digital
engagement
THAILAND
Motors
Non
Alcoholic
Beverages
Governme
nt
Comm.
Skin-Care
Leisure
Retail
Dairy
Banks
Hair
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000
TOP 10 CATEGORIES
2013f
Net THB
MILLION
2013f vs.
2012
YOY%
Motor Vehicles 10,647 20%
Non Alcoholic Bev. 9,764 15%
Government 6,307 -3%
Communications 7,976 23%
Skin-care Preparations 6,586 3%
Leisure 4,508 2%
Retail Shops/Stores 4,855 20%
Dairy Products & Dairy
Substitute Prod.
4,386 15%
Banks 3,685 10%
Hair Preparations 3,226 -2%
134
DIGITAL HERE, THERE AND EVERYWHERE
TELEVISION
New Cable/Satellite and Digital TV
channels are to be launched to meet
demand. Prices continue to increase at
key stations and suppliers. New
regulations limiting commercial airtime to 5-
6 mins/hour will be applied. Programmes
are also available online and from mobile
applications to attract online viewers and
mobile users.

DIGITAL
Digital grows at double digits +20% as the
medium becomes more integrated with
traditional media e.g. TV, Print, Radio and
OOH. Social media - Facebook and Twitter
are still the popular channels. Thailand is
no.13 in the World ranking of Facebook
subscribers with 27% penetration -
http://www.socialbakers.com. More online
audience measurement services are
available. In terms of Search, Google
appears to be the most popular search
engine capturing 99% of the market. Online
video viewing continues to grow with more
than half of internet users streaming and
downloading video content each month.
More online video advertising will be used
in 2013.

MOBILE
Significant growth of mobile internet users
(45% frequent users) with 30% penetration
of Smartphones.
A new wave of mobile consumer behavior
is creating changes in the Thailand mobile
landscape. In Thailand, growth in mobile
use in the coming year is likely to come
from social media, followed by
entertainment, e-mail, search and mobile
banking. The average mobile web user in
Thailand consumers 6.6 hours of media per
day. Mobile has surpassed TV and other
traditional media in terms of time spent and
(in some cases) purchase decision
influence.

PRESS
Readership continues to shrink whilst
development of digital content is on the
rise. New technology e.g. Augmented
Reality (AR Code) is utilized to meet the
changing lifestyle of consumers. Specific
interest publications are organizing grand
exhibitions/ events to generate more non
traditional income.

OUTDOOR
OOH media is growing at a higher rate than
last year. Consumers commute more
during the day and at night and interact
more with the medium. New initiatives i.e.
AR/QR or 3D projection are being added to
catch consumers attention. Both indoor
and outdoor digital OOH spread wider
around Bangkok and also extend to main
cities.

RADIO
Radio is slightly up +3%. Key stations offer
more flexible and interesting programme
content and sales packages to attract
advertisers and target audiences.
Listeners have more choices to access
their favourite stations via internet and
mobile devices.

CINEMA
More cinema chains will be established and
expanded across country to reach more
target audiences. Movie goers are offered
an upgraded entertainment experience and
advanced technology. Advertisers have
more flexibility in advertising, event/promo/
sponsorship opportunities.

THAILAND
15.0
3.0
15.0
-5.0
0.0
20.0
6.0
6.1
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
51.1
0.6
16.7
4.5
9.8
5.7
11.6
Cinema
135
REGION: THAILAND
2010 2011 2012 2013 2014f
Television
14.8 2.4 9.4 6.0 8.0
Newspaper
2.2 -3.0 3.5 0.0 0.0
Magazine
5.3 0.8 -10.1 -5.0 0.0
Radio
-5.1 -5.2 5.9 3.0 0.0
Cinema
22.1 19.7 67.7 15.0 12.0
Outdoor
9.3 19.0 20.0 15.0 12.0
Digital
11.9 62.1 21.9 20.0 20.0
TOTAL
9.8 3.1 12.0 6.1 6.8
2010 2011 2012 2013 2014f
Television
52.7 52.4 51.2 51.1 51.7
Newspaper
20.4 19.2 17.7 16.7 15.6
Magazine
6.4 6.2 5.0 4.5 4.2
Radio
6.7 6.2 5.8 5.7 5.3
Cinema
6.2 7.2 10.7 11.6 12.2
Outdoor
7.3 8.4 9.0 9.8 10.3
Digital
0.3 0.5 0.5 0.6 0.6
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
51,651 52,902 57,889 61,363 66,272
Newspaper
19,970 19,363 20,047 20,047 20,047
Magazine
6,249 6,298 5,664 5,381 5,381
Radio
6,592 6,251 6,618 6,817 6,817
Cinema
6,041 7,230 12,123 13,941 15,614
Outdoor
7,158 8,515 10,217 11,750 13,159
Digital
290 470 573 688 825
TOTAL
97,951 101,029 113,131 119,986 128,115
2010 2011 2012 2013 2014f
Television
1,724 1,766 1,933 2,049 2,213
Newspaper
667 646 669 669 669
Magazine
209 210 189 180 180
Radio
220 209 221 228 228
Cinema
202 241 405 465 521
Outdoor
239 284 341 392 439
Digital
10 16 19 23 28
TOTAL
3,270 3,373 3,777 4,006 4,277
THAILAND
Source NMR (Except Internet - NMR and Major suppliers and OOH up-country not available)
136
VIETNAM: AD MARKET GROWING STRONGLY +20%
beyond into 2014?
Vietnams advertising market continues the
upward trend seen since 2010, despite the
economic downturn in recent years. In
2013, the trend is expected to remain
positive and grow by 20%, with main
driving sectors Food, Hygiene & Beauty.
Quarterly trends will maintain the same
lowest in Q1 & highest in Q4.

growth/decline?
TV is still the lead medium in the market
with the highest share of spend (87%),
followed by Print and Digital (9% and 4%
respectively). Digital maintains the fastest
growth rate (+30%) while theres a slight
decline in radio (-2%), Newspapers flat.

Categories?
In 2013 the Food sector is expected to
keep leading the market in terms of ad
spend with a strong growth rate +50%.
Household cleaning also performing well
+40% as well as Hygiene and Beauty
+35%. Expected decline in spend for
sectors Telecommunication -20%,
Transportation -3% and Household
Appliances -15%.

year?
There are no events expected to impact ad
expenditure. Natural growth will come from
market inflation.

advertisers?
For the next three years, digital is expected
to gain share of spend and approach more
closely to TV which is steadily losing
viewership with the shift of audiences to
online video. Spend on print, especially on
magazines, is expected to drop more which
is the main reason for the decline in the
number of titles.
OOH is believed to have already reached
its peak and is expected to cut its price
due to the strongly competitive
environment. Strong supply with more &
more locations & forms whilst demand has
not significantly increased is the main
reason for the competitive environment in
the OOH market.

Food sector
expected to keep
leading the
market
VIETNAM
Food
Hygiene &
Beauty
Household
cleaning
Drinks
Pharmacy
Telecomm.
Transport.
Finance
Household
appliances
Services
-40%
-20%
0%
20%
40%
60%
80%
- 2,000 4,000 6,000 8,000 10,000
2013 Net Spend Local Currency billion
TOP 10
CATEGORIES
2013f
Net VND
MILLION
2013f vs. 2012
YOY%
Food 7,877,192 50%
Hygiene & beauty 6,606,973 35%
Household cleaning 2,940,269 40%
Drinks 2,351,117 25%
Pharmacy &
medicine
1,988,375 20%
Telecommunication 330,972 -20%
Transportation 346,190 -3%
Finance - insurance 384,603 8%
Household
appliances
274,384 -15%
Services 462,0115 45% 137
TV IS KING BUT DIGITAL IS THE FASTEST GROWING
TELEVISION
Ad spend on TV continues to lead in 2013.
TV Adex occupied more than 87% of total
Adex. Key channels (VTV & HTV)
dominate the advertising market. Every
year rate card increases by main channels
& viewership fragmentation fueling media
inflation.

DIGITAL
Vietnam is one of the fastest growing
internet markets in the region. Penetration
is estimated to reach 41% in the next
couple of years.
Over 90% of Internet users visit Google
and news sites on a regular basis.
Many users tend to listen to or download
music and video online.
Communication is one of the key activities
on the internet. Social networking (36%)
and blogging are used frequently by
youngsters.
Internet usage has been changing the
media landscape in Vietnam and creating
favorable conditions for digital advertising
to blossom.
In 2013, spend on digital keeps growing
remarkably (+30%). Its growth rate is
much faster than the overall markets.

PRINT/TABLETS
Although spend on Print ranked second in
terms of market share, the share is quite
low. There is a continuous decline in
readership which is affecting spends on
the medium. The main reason for the
decline is online because people love to
read news on news websites rather than
physical newspapers. Print spends have
dropped by 8% since 2010.

RADIO
Continuous decline in spends. In 2012
radio spends dropped by 2%. In top cities
motorbikes are the main mode of
transportation which means no in car
listening. Radio is also losing its space to
Online music websites.

MOBILE
Spend on mobile is growing steadily
although not significantly in comparison
with other media. Spend on this medium is
expected to grow more due to the
popularity of mobile devices, especially
smart phones.

OOH
The rapid growth of locations & suppliers
makes this medium much more competitive
than a few years ago. The prices of this
medium are expected to deflate. Spend is
expected to focus more on digital forms
which are more affordable & with
acceptable coverage.
VIETNAM
20%
22%
0%
-2%
30%
Total
Television
Newspaper
Radio
Digital
87.0%
8.6%
0.1%
4.3%
Television Newspaper Radio Internet
138
REGION: VIETNAM
2010 2011 2012 2013 2014f
Television
-3.0 24.8 31.0 22.0 32.0
Newspaper
-4.8 -10.3 2.7 0.0 -1.5
Magazine
n/a n/a n/a n/a n/a
Radio
-11.6 -27.8 -2.0 -2.0 -2.0
Cinema
n/a n/a n/a n/a n/a
Outdoor
n/a n/a n/a n/a n/a
Digital
n/a n/a 30.0 30.0 30.0
TOTAL
-3.4 23.3 27.2 20.0 29.0
2010 2011 2012 2013 2014f
Television
82.1 83.1 85.6 87.0 89.0
Newspaper
17.6 12.8 10.4 8.6 6.6
Magazine
n/a n/a n/a n/a n/a
Radio
0.3 0.2 0.1 0.1 0.1
Cinema
n/a n/a n/a n/a n/a
Outdoor
n/a n/a n/a n/a n/a
Digital
n/a 3.9 3.9 4.3 4.3
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
10,860,428 13,556,468 17,752,401 21,657,929 28,588,467
Newspaper
2,334,151 2,094,182 2,151,734 2,151,734 2,119,458
Magazine
n/a n/a n/a n/a n/a
Radio
34,616 24,978 24,489 24,010 23,540
Cinema
n/a n/a n/a n/a n/a
Outdoor
n/a n/a n/a n/a n/a
Digital
n/a 630,000 819,000 1,064,700 1,384,110
TOTAL
13,229,195 16,305,628 20,747,624 24,898,373 32,115,575
2010 2011 2012 2013 2014f
Television
521 651 852 1,039 1,372
Newspaper
112 101 103 103 102
Magazine
n/a n/a n/a n/a n/a
Radio
2 1 1 1 1
Cinema
n/a n/a n/a n/a n/a
Outdoor
n/a n/a n/a n/a n/a
Digital
n/a 30 39 51 66
TOTAL
635 783 996 1,195 1,541
VIETNAM
Exchange rate vs. US$ 20,835.531
Source TNS Media Vietnam
139
LATIN AMERICA
140
ARGENTINA: AD MARKET GROWTH IN 2013 +16.2%
beyond into 2014?
2012 closed with a 23% growth in the
Argentine advertising market.
The Argentine economy is suffering a
deceleration. Due to politics that the
government is implementing we are having
problems with the import and export of
goods that is leading to a reduction in the
production of many industries. If this
situation continues it will affect the ad
industry in 2013 in a negative way. The
new media law will affect ad spend in 2013.

In 2013 there will be the mid term political
elections (Senators and Deputies) and in
2014 Brazil will host the Soccer World
Championship.

growth/decline?
growth in investment is Digital +30%.
Primarily in terms of volume and taking out
inflation, Broadcast TV has a volume
decrease of around 7% and cable TV 3%.
Newspaper has a decrease of around 9%,
Magazine and Radio volume increase 2%.

Category?
The categories with the biggest growth in
2012 were: Shows & Record companies
35.3%, Automotive Industry 30.8%. Drug
Industry 28.1%, Retail 26.4%, Soft
Beverages.
The biggest categories reporting decreases
were: Banks -16.8%, Political and Civil
Associations -16.3%, Communications, -
14.0%, Hygiene & Disinfection, 4.8%,
Alcoholic Beverage -15,8%.

advertisers?
By 2017, Argentina will be one of the Latin
American countries with the biggest growth
in pay TV.
Advertisers have the opportunity and also
the challenge to achieve the integration of
Social Media as a strategy. 64% of
consumers in Argentina say they are likely
to regularly check brands social media
pages. 70% of Argentine Internet users
check the opinions of other people on
social media before buying a product.
ARGENTINA
Retail
Personal
Care
Food
Communic
ations
Political &
Civil
Association
s
Soft
Beverages
Culture
Pharmacy
Automotive
House
Care
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
- 100 200 300 400 500
70% of Argentine
internet users
check the
opinions of
others on social
media before
purchase

TOP 10
CATEGORIES
2013f
Net ARS
MILLION
2013f vs. 2012
YOY%
Retail 282.1 15%
Personal Care 181.1 9%
Food 135.3 7%
Communications 119 6%
Political And Civil
Associations
105.2 6%
Soft Beverages 85.8 4%
Culture 84.2 4%
Pharmacy 69.8 4%
Automotive Industry 69.3 4%
House Care 63.9 3%
141
DIGITAL MEDIA GROWTH +30 % IN 2013
TELEVISION
Sustained investment increase in recent
years. Viewing keeps on rising: PUT
increase from 7.34 to 8.15 in 2012.
Pay TV penetration went up 4% in
Argentina in 2012, approaching Open TV.
New media law: regulates the advertising
time per hour: 12min (break + artistic)
generating a significant change in TV ad
investment.

DIGITAL
In Argentina online ad spend is estimated
to grow by 30% in 2013. In 2012 Argentina
online ad spend grew by 50%. E-
commerce continues to grow spectacularly,
it grew by 44%. Several factors could lead
to onlines ad spend share to grow faster
than projected. First, its projected that
Internet penetration in the region will reach
60% by 2015. Both mobile and social
media increase their reach, advertisers will
need to increase their spend in these areas
to continue to reach their customers.

MOBILE
According to Pyramid Research, 42% of
mobile phones sold in Argentina in 2012
were smartphones. Pyramid projects that
in 2013, 53% of the mobile phones sold in
Argentina will be smartphones. And by
2017, more than 70% of the mobile phones
sold in Argentina will be smartphones.
There are currently 33 million mobile
Internet subscribers in Argentina but Cisco
projects that there will be 37 million by
2017.

PRESS
Newspapers continue as the second
largest medium in Argentina. Most of the
newspapers own a web site to read on-line
daily news with SOI 34% in 2012. It s a
very strong system in our country and
some categories like Retail and Cars still
invest heavily in it.
Clarin the largest newspaper in Argentina
continues facing a controversial
relationship with the current goverment and
the new media law tends to reduce the
power of the Clarin Group.

OUTDOOR
The trend shown in the last few years
favoured big devices. Improvements
performed through: Led Screens,
Luminous Screens, Mobile Boards, Street
Furniture. Argentina OOH market is
carrying on with a constant process of
transforming traditional OOH billboards into
digital billboards. OOH SOI remains 5% as
the previous year.

RADIO
Big changes with main hostess moving to
different broadcast. A slight increase in
2012 SOI.

CINEMA
Cinema companies continue working hard
to equip movie theatres with 3-D
technology as a way of providing better
entertainment standing out from the home
video. It has been an increase of 17%
investment.
ARGENTINA
17.0
15.0
15.0
14.0
14.0
30.0
16.0
16.2
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
43.5%
8.5%
33.5%
5.0%
4.4%
3.8% 1.3%
Cinema
142
REGION: ARGENTINA
2010 2011 2012 2013 2014f
Television
38.6 22.7 21.0 16.0 18.0
Newspaper
44.6 37.8 20.0 14.0 16.0
Magazine
37.6 34.4 29.0 14.0 16.0
Radio
27.7 33.1 44.0 15.0 16.0
Cinema
30.7 29.6 17.0 17.0 19.0
Outdoor
11.7 25.1 6.0 15.0 17.0
Digital
49.6 86.3 55.0 30.0 30.0
Display
-3.1 4.0 30.0
Search
93.8 45.6 30.0
Rich
Media/Video
55.0 21.3 30.0
Social Media
210.0 58.9 30.0
Mobile
210.0 30.0 30.0
TOTAL
38.6 31.6 23.0 16.2 18.1
2010 2011 2012 2013 2014f
Television
47.5 44.3 43.6 43.5 43.5
Newspaper
33.4 35.0 34.1 33.5 32.9
Magazine
4.7 4.8 5.1 5.0 4.9
Radio
3.2 3.2 3.8 3.8 3.7
Cinema
1.3 1.3 1.3 1.3 1.3
Outdoor
5.5 5.2 4.5 4.4 4.4
Digital
4.3 6.1 7.6 8.5 9.4
Display
2.4 1.9 1.7 1.9
Search
1.2 1.9 2.4 2.6
Rich
Media/Video
1.8 2.3 2.4 2.6
Social Media
0.5 1.4 1.9 2.1
Mobile
0.1 0.2 0.2 0.2
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
5,867 7,201 8,713 10,108 11,927
Newspaper
4,124 5,684 6,820 7,775 9,019
Magazine
582 782 1,009 1,150 1,334
Radio
396 527 759 873 1,012
Cinema
166.0 215.2 251.8 294.6 350.6
Outdoor
676 846 896 1,031 1,206
Digital
528 984 1,525 1,983 2,577
Display
394 381 397 515
Search
197 381 555 722
Rich
Media/Video
295 458 555 722
Social Media
89 275 436 567
Mobile
10 31 40 52
TOTAL
12,339 16,239 19,975 23,214 27,427
2010 2011 2012 2013 2014f
Television
1,179 1,447 1,751 2,031 2,397
Newspaper
829 1,142 1,370 1,562 1,812
Magazine
117 157 203 231 268
Radio
80 106 152 175 203
Cinema
33.4 43.2 50.6 59.2 70.4
Outdoor
136 170 180 207 242
Digital
106 198 306 398 518
Display
79 77 80 104
Search
40 77 112 145
Rich
Media/Video
59 92 112 145
Social Media
18 55 88 114
Mobile
2 6 8 10
TOTAL
2,479 3,263 4,014 4,664 5,511
ARGENTINA
Exchange Rate vs. US$: 4.97675; Source: Monitor de Medios & CACEM; Figures: Net Net
143
BRAZIL: TO HOST THE WORLD CUP IN 2014 AND OLYMPICS IN 2016
beyond into 2014?
Gross ad spend in Brazil grew 7% in 2012,
according to Ibope data. This number is
below the previous projections because the
year ended up being more difficult than
expected. Q1 was positive, Q2 oscillated,
Q3 grew and the good expectations for Q4
did not arrive. The Brazilian GDP itself
grew below expectations, 1%, over 2011.
The forecast for 2013 is 10%. Once this
year is over we will have thematic and
institutional campaigns linked to the
Confederations Cup and the preparation
for the World Cup 2014, which should heat
up the market.

For 2013 Brazil will host the
Confederations Cup and in 2014, the World
Cup. It is expected that these events will
affect ad spend positively. For sure we will
have several initiatives, mainly due to the
fact that the World Cup will be in Brazil.
The tendency is to have more promotional
campaigns, which will affect ad
investments.

by Media. What factors are driving
growth/decline?
In 2012, Open TV was the media with the
largest share of investment, 54%. Cable
TV, Internet, Radio and Urban Furniture
grew, Outdoor, Cinema and Newspaper
declined, Magazines continued on at the
same level of investment as in 2011. Print
ad revenues are falling in other markets,
however in Brazil the amount of investment
has not changed or has declined at a slow
pace (-3%). Online investment grew 21%,
following the trend of other markets.

Category?
Retail Commerce grew 3%, Consumer
Services 14% and Personal Care 10%.
The sectors that had the highest growth
were: Telecommunications (69%),
Personal Products (60%) and Electric and
Electronics (50%).

advertisers?
In the next four years, Brazil will host two
important sporting events the World Cup
and the Olympics, which will affect our
structure and our economy, with the need
to be prepared to receive millions of people
from other countries. Media vehicles need
to adapt to this situation and create
opportunities for advertisers. Another
important trend is coming from social
media, once people want to share their
experiences.

Forecast for 2013 is
9.4% growth
BRAZIL
Personal
Care
Vehicles/P
arts
Financial
Market
Telecomm.
Culture
Beverages
Public &
Social
Media
-10%
0%
10%
20%
30%
40%
50%
60%
2,000 4,000 6,000 8,000 10,000
2013 Net Spend Local Currency billion
Consumer

TOP 10
CATEGORIES
2013f
Gross BRL
MILLION
2013f vs. 2012
YOY%
Retail 19,893 4%
Consumer Services 8,145 12%
Personal Care 8,301 12%
Vehicles 8,283 2%
Financial Market 7,369 15%
Telecommunications 5,782 45%
Culture 5,384 10%
Beverages 5,380 12%
Public and Social 4,629 13%
Media 4,582 3%
144
GROWTH OF CABLE TV, MOBILE AND DIGITAL
TELEVISION
Smart TVs already represent 40% of the
sales volume of flat screens in the country.
The penetration of Open TV remains the
same over the last 5 years (97%), while
Cable TV grew 79% in the same period
(24% in 2008, 26% in 2009, 28% in 2010,
35% in 2011 and 43% in 2012). This
expressive increase is due mostly to
Brazilian peoples income growth and to
keeping the price of services lower than
those practiced in a large number of
countries.
DIGITAL
Second screen strategies connecting TV
ads with social media; Rise of mobile
(access to mobile platforms, e-commerce
and brand content via mobile devices will
increase significantly); and Social CRM -
companies will receive more requests to
provide customer service via social media
these are the main trends for 2013 online
marketing.
MOBILE
Brazil is the third market in smartphone
growth. From July 2011 to June 2012, the
growth was 220%, which puts Brazil as the
third largest market for smartphones in the
world. However, 80% of the mobile phones
are pre-paid and in order to achieve this
market, the mobile phone operators started
to offer cheap service plans in 2012.
PRESS
Brazilian newspapers had an average
growth of 1.8% in terms of circulation in
2012, according to IVC, the institute
responsible for auditing newspapers and
magazines in Brazil. The increase is due to
the growth of digital editions of
publications, which rose by 128% in 2012
vs.2011. They account for 100% of the
1.8% growth and now represent 3.2% of
the total circulation. The growth was lower
than previous years, according to the GDP.
However, this did not happen due to the
decrease in consumption but by low
investment in the sector by entrepreneurs.
OUTDOOR
Despite the restrictions brought on by the
Clean City Law, which prohibits advertising
outdoors in So Paulo since 2007, it is
increasingly common to find brands,
especially beverages, in the public space
of So Paulo. Harassed by companies,
store owners have been able to renovate
their front - with plaques within the
dimensions required by law exhibiting
reference to visual brand identity - in
exchange for brand exposure and also the
sale of their products.
RADIO
Despite the advance of new media and the
expansion of Internet access, radio
remains one of the main media types for
information. It is present in 88.1% of
households in the country, second only to
television. One of the main challenges for
radio in Brazil in the coming years is the
implementation of the digital system, which
will enable better audio quality and features
such as multiprogramming (multiple
programmes on the same channel), and
sending information via text messages that
can be read on a display on the device
itself. Digital signals can be received
directly on computers, mobile phones,
tablets and televisions.
CINEMA
Although the medium had a decrease of
8% in investment in 2012, the market grew
and reached a record number of
admissions, with more than 140 million
tickets sold. According to Ancine, the
institute that regulates Cinema activities in
Brazil, there was an expansion of exhibitors
(6,93%) and an increase in the average
number of rooms occupied by national
releases.
5.0
5.0
12.0
5.0
4.0
20.0
10.0
9.4
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
BRAZIL
69.6
6.4
10.6
6.4
3.1
3.6
0.3
Cinema
145
REGION: BRAZIL
2010 2011 2012 2013 2014f
Television
21.7 8.8 15.0 10.0 20.0
Newspaper
3.4 3.8 5.0 4.0 3.0
Magazine
14.9 4.9 3.0 5.0 10.0
Radio
10.9 2.7 5.0 5.0 12.0
Cinema
13.0 -8.5 10.0 5.0 12.0
Outdoor
16.2 12.1 12.0 12.0 20.0
Digital
28.0 21.6 25.0 20.0 20.0
TOTAL
18.1 8.3 12.9 9.4 17.2
2010 2011 2012 2013 2014f
Television
67.6 68.0 69.2 69.6 71.2
Newspaper
12.5 12.0 11.2 10.6 9.3
Magazine
7.6 7.4 6.7 6.4 6.0
Radio
4.2 4.0 3.7 3.6 3.4
Cinema
0.4 0.3 0.3 0.3 0.3
Outdoor
3.0 3.1 3.0 3.1 3.2
Digital
4.7 5.3 5.8 6.4 6.6
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
14,008 15,241 17,527 19,280 23,136
Newspaper
2,593 2,692 2,826 2,939 3,028
Magazine
1,574 1,651 1,700 1,786 1,964
Radio
876 899 944 991 1,110
Cinema
73.8 67.5 74.3 78.0 87.3
Outdoor
612 687 769 861 1,033
Digital
973 1,183 1,479 1,775 2,129
TOTAL
20,710 22,420 25,320 27,710 32,488
2010 2011 2012 2013 2014f
Television
6,991 7,606 8,747 9,621 11,546
Newspaper
1,294 1,343 1,410 1,467 1,511
Magazine
785 824 849 891 980
Radio
437 449 471 495 554
Cinema
36.8 33.7 37.1 38.9 43.6
Outdoor
306 343 384 430 516
Digital
485 590 738 886 1,063
TOTAL
10,335 11,188 12,636 13,828 16,213
BRAZIL
Source Intermeios Project
146
MEXICO: MODERATE AD SPEND GROWTH +2.5% IN 2013
performing?
As we reported in our last forecast (Oct.
12), the Global financial turmoil has
impacted the Mexican advertising market
less than expected, however we
experienced a deceleration at the end of
12 (+3.4%), below the last projections
(+4.2%). For 2013, we expect this
deceleration will continue with a +2.5% ad
spend growth. For 2014 we could see an
important recovery of the advertising
market (+5.5%) mostly driven by the Brazil
2014 World Cup.

2012 was a full year of sporting events with
high audience levels reported, with the
Olympic Games and the UEFA
Championships, which motivated brands to
increase advertising pressure in the first
three quarters of 2012. On the other hand,
we had in Mexico the Presidential Elections
in July, though we havent experienced
dramatic economic changes, we saw a
decline in media spend at the end of the
year (4Q 2012) from big advertisers.

by Media
As we have seen, Mexico is a TV
dependant market with a SOI around 65%
by the end of 2012 and this trend will
continue. Digital Media still growing in
terms of advertising expenditure in double
digits. In contrast, Printed Media and
basically Magazines is still in decay as a
result of a decline in their audience.

Category?
The Personal Health/Hygiene sector is still
driving the market, expected to grow +9%
in 2013. The Telecom industry still
performing with a positive recovery from
the 2011 decline, Grupo Carsos America
Mvil and Iusacel, the two biggest Mobile
advertisers will increase their advertising
activity.

advertisers?
We expect that even with the economic
recession in some markets, the ad
business will still grow, but there will be a
new media and marketing model, driven by
Digital Media and new content platforms.
The biggest challenge for the brands is to
BE RELEVANT for their consumers and
the content is the new star in this game.

The big challenge
for brands is to
be relevant in
this Digital era
MEXICO
Personal
Health
Food
Commerce
Beverages
Finances &
Ass.
Education
& Mass
Media
Automotive
Business
Gps
House
Cleaning
-10%
-5%
0%
5%
10%
15%
0 5,000 10,000 15,000 20,000 25,000
TOP 10
CATEGORIES
2013f
Net MXN
MILLION
2013f vs. 2012
YOY%
Personal Health /
Hygiene / Cosmetics
18,660 9%
Food 8,832 0%
Commerce 8,168 5%
Beverage 4,848 5%
Telecommunications 3,785 21%
Finances And
Assurances
2,988 0%
Education And Mass
Media
2,723 -6%
Automotive 2,590 4%
House Cleaning 2,125 11%
Business Groups 2,059 -1% 147
MEXICO IS A TV DEPENDANT MARKET WITH A SOI AROUND 65%, THIS
TREND WILL CONTINUE
TELEVISION
The relevance and influence of TV is very
important for the Mexican marketplace, not
just in terms of political and educational
influence, but for the economic
development and advertising industry, and
this condition will be a reality for a long
time. At this moment we have a TV
audience measurement situation that is
pushing the industry to look for new
standards, that is shifting the TV
commercialization from CPR/CPM to Cost
Per Spot.

DIGITAL
Digital Media has experienced aggressive
growth in audience and advertising
investment during the last few years.
Although we project a slowdown in Display
investment by 2013 (+8.7%), for 2014 it will
grow at a double digit rate (+13.4%).
Search presents a yearly growth rate of
above 15%, but it still shows a low volume
of investment compared to other Digital
Media.

MOBILE
With double digit growth, Mobile ad
expenditure nowadays holds +50 million
USD, representing 17% of Digital Media
SOI and 1.7% of All Media SOI.

PRESS
Print Media (Newspapers and Magazines)
is declining, mostly because consumers
are still shifting their reading habits and
content consumption to other Digital
platforms and devices. Just a few Print
Media owners are facing the challenge
successfully, but this trend is not going to
have a mass impact in the short term.

OUTDOOR
OOH has the highest audience penetration
of all mass media, and with great
innovation potential. OOH has the second
highest growth rates this year and
represents 6.8% of SOI.

RADIO
Radio still plays a relevant role for different
audience targets, to inform and for sales
and entertainment purposes. It has a great
local geographic coverage and Radio DJs
and commentators have great engagement
with their audience.

CINEMA
Cinema theatres are still offering better
entertainment experiences (VIP, 3D, 4D,
etc.) that have a great impact for
consumers. Also high-tech infrastructure
has been developed and adopted by
Cinema owners to facilitate advertisers
content distribution through satellite and
broadband.
MEXICO
2.5
3.6
5.6
-7.1
2.5
12.6
1.4
2.5
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
65.0
7.8
6.9
2.9
6.8
9.6
1.0
Cinema
148
REGION: MEXICO
2010 2011 2012 2013 2014f
Television
12.1 3.6 3.6 1.4 5.8
Newspaper
-0.1 3.0 0.5 2.5 -0.6
Magazine
-0.6 4.5 3.4 -7.1 -1.8
Radio
7.6 1.4 0.2 3.6 3.3
Cinema
-7.0 4.5 -6.0 2.5 -5.1
Outdoor
-0.7 4.5 -1.1 5.6 2.4
Digital
30.7 24.2 16.5 12.6 17.7
Display
24.2 18.8 12.6 8.7 13.4
Search
46.8 30.5 21.2 16.9 22.0
Other
36.7 37.0 23.8 19.2 24.2
TOTAL
9.8 4.5 3.4 2.5 5.5
2010 2011 2012 2013 2014f
Television
66.2 65.6 65.7 65.0 65.2
Newspaper
7.2 7.1 6.9 6.9 6.5
Magazine
3.2 3.2 3.2 2.9 2.7
Radio
10.1 9.8 9.5 9.6 9.4
Cinema
1.1 1.1 1.0 1.0 0.9
Outdoor
6.9 6.9 6.6 6.8 6.6
Digital
5.3 6.3 7.1 7.8 8.7
Display
3.3 3.7 4.0 4.3 4.6
Search
1.3 1.6 1.8 2.1 2.4
Other
0.8 1.0 1.2 1.4 1.7
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
39,692 41,102 42,564 43,164 45,678
Newspaper
4,317 4,449 4,470 4,582 4,554
Magazine
1,919 2,005 2,073 1,926 1,892
Radio
6,056 6,140 6,155 6,375 6,585
Cinema
659.5 689.2 647.9 664.1 630.5
Outdoor
4,137 4,323 4,276 4,516 4,624
Digital
3,178 3,947 4,600 5,180 6,095
Display
1,961 2,329 2,622 2,849 3,230
Search
756 987 1,196 1,399 1,707
Other
461 632 782 932 1,158
TOTAL
59,958 62,656 64,786 66,406 70,058
2010 2011 2012 2013 2014f
Television
3,123 3,234 3,349 3,396 3,594
Newspaper
340 350 352 361 358
Magazine
151 158 163 152 149
Radio
476 483 484 502 518
Cinema
51.9 54.2 51.0 52.3 49.6
Outdoor
326 340 336 355 364
Digital
250 311 362 408 480
Display
154 183 206 224 254
Search
59 78 94 110 134
Other
36 50 62 73 91
TOTAL
4,718 4,930 5,098 5,225 5,512
MEXICO
Source AAM (Asociacin de Agencias de Medios), Carat forecasts; CICOM; IBOPE AGB
149
MIDDLE EAST
150

BAHRAIN: SOME STABILITY IN THE AD MARKET IN 2013
beyond into 2014?
Advertising spends declined in 2012 due to
continued political unrest in the country and
are unlikely to reach the heights of 2010 in
the next couple of years.

year?
Lack of movement in the political scene is
likely to continue having a negative impact
on ad spends in Bahrain over the next few
years.

growth/decline?
While TV has recovered some of the lost
ad revenues, print media continues to
show declines.

Category?
Theatre and cinema along with events are
the major advertisers in the market.
advertisers?
No major changes are anticipated as the
next two years are likely to see stabilisation
and moderate growth in the market.

Theatre
Real
Estate
Exhibition
Public
Banking
Cars
Telecomm.
Restaurant
Diversities
Finance
-100%
-50%
0%
50%
100%
150%
200%
0 10 20 30 40

A small but significant market in
MENA which is likely to see some
stability in 2013 after two years of
decline
TOP 10
CATEGORIES
2012
Net USD
MILLION
2012 vs. 2011
YOY%
Theatre & Cinema 24 156%
Real Estate 21 3%
Exhibition & Events 15 40%
Public Sector 14 14%
Banking 8 -20%
Cars 8 20%
Telecommunication 6 -38%
Restaurant 6 21%
Diversities 6 8%
Finance 5 18% 151 BAHRAIN
TELEVISION
Local Television remains the second most
important advertising platform after
newspapers. The public service
broadcaster Bahrain Radio & TV
Corporation (BRTC) are investing heavily
into modernizing local TV. The local TV
market competes for advertising spend with
Pan-Arab satellite TV. Compared to other
countries in the region, Bahrain has a
relatively high penetration of Pay-TV.

DIGITAL
No digital monitoring data is available for
Bahrain and hence it is difficult to quote
numbers, although experience and client
interactions suggest that digital, especially
social networking and online video are
major growth platforms.

PRESS
Bahrain has by far, the highest
concentration of newspaper titles by
population in the region. Bahrains
newspapers also have a strong online
presence: out of a total of 13 newspapers
(dailies and weeklies), only one is not
present online.

OUTDOOR
Outdoor advertising in Bahrain has been
affected by the recession and the real
estate industry in the country. Going
forward, we expect out-of-home advertising
to maintain its share in the coming years.

RADIO
Radio advertising accounts for a very small
share of total advertising in Bahrain.

CINEMA
Bahrain has a total of 18 screens (est.)
managed by two suppliers: CineCo and
Dana Cinema. Movies are released at the
same time in Bahrain as in the U.A.E. On
screen spots, slides and options in the
lobby areas are available for advertising
along with product sampling.

A MEDIA MARKET DOMINATED BY PRINT MEDIA
22.1
68.9
7.1
0.6 1.4
Cinema Outdoor
90.9
40.0
50.0
61.5
61.5
49.9
Television
Newspaper
Magazine
Cinema
Outdoor
Total
152 BAHRAIN
REGION: BAHRAIN
2010 2011 2012 2013f 2014f
Television
109.5 -46.6 33.7 90.9 5.0
Newspaper
22.5 -6.7 -1.0 40.0 5.0
Magazine
25.7 -5.2 -24.9 50.0 5.0
Radio
n.a n.a n.a n.a n.a
Cinema
59.8 41.9 -81.1 61.5 5.0
Outdoor
-26.7 -30.3 3.6 61.5 5.0
Digital
n.a n.a n.a n.a n.a
TOTAL
33.4 -14.3 -0.9 49.9 5.0
2010 2011 2012 2013f 2014f
Television
20.7 12.9 17.4 22.1 22.1
Newspaper
67.8 73.8 73.8 68.9 68.9
Magazine
8.4 9.3 7.1 7.1 7.1
Radio
n.a n.a n.a n.a n.a
Cinema
1.7 2.8 0.5 0.6 0.6
Outdoor
1.5 1.2 1.3 1.4 1.4
Digital
n.a n.a n.a n.a n.a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
33 18 24 45 48
Newspaper
109 102 101 141 148
Magazine
14 13 10 15 15
Radio
n.a n.a n.a n.a n.a
Cinema
3 4 1 1 1
Outdoor
2 2 2 3 3
Digital
n.a n.a n.a n.a n.a
TOTAL
161 138 137 205 216
2010 2011 2012 2013 2014f
Television
33 18 24 45 48
Newspaper
109 102 101 141 148
Magazine
14 13 10 15 15
Radio
n.a n.a n.a n.a n.a
Cinema
3 4 1 1 1
Outdoor
2 2 2 3 3
Digital
n.a n.a n.a n.a n.a
TOTAL
161 138 137 205 216
Source Ipsos-Stat Statex
BAHRAIN 153
EGYPT: A MARKET LIMPING BACK TO NORMALITY
beyond into 2014?
Continued political upheaval has lead to a
major decline in advertising spends in
Egypt and this trend is likely to continue in
the near future. The recently cancelled
elections and continued uncertainties in
government and regulation are likely to
continue through 2013.

year?
Elections scheduled for this year have
been cancelled and this has contributed to
political disturbances. If elections are held
in 2013 and the various political parties can
agree on a peaceful settlement, markets
could rebound significantly as there is a lot
of pent up demand in Egypt.

growth/decline?
Significant declines in media spends
across brands resulting in major declines
seen across media. Media deflators have
increased significantly with most media
suppliers offering lots of value and
discounts.

advertisers?
The revolution has had a strong impact on
the media scene in Egypt. The
prominence of social media during the
revolution has resulted in a huge increase
in the use of digital media and also an
expansion in the demographic profile of
digital media users towards older
consumers and lower socio-economic
groups.

Trading
Soft Drink Snacks-
Appetizer
Telecom.
Real
Estate
Pharma.
Diversities
Body Care
Theatre
Ghee
-300%
-200%
-100%
0%
100%
200%
300%
400%
500%
600%
700%
0 200 400 600 800

Social Media
TOP 10
CATEGORIES
2012
Net USD
MILLION
2012f vs. 2011
YOY%
Trading Companies 632 -6%
Soft Drinks 575 101%
Snacks - Appetizer 475 115%
Telecommunication 359 141%
Real Estate 359 510%
Pharmaceutical
Products
308 350%
Diversities 291 112%
Body Care 221 148%
Ghee 179 612% 154 EGYPT
TELEVISION
Whilst TV ad spends increased in 2012,
they have yet to regain the levels seen
during the pre-revolution days.
Whilst spikes in viewership seen during the
revolution have tapered off, greater
audience engagement towards specific
genres such as political programmes and
talk shows has changed much of the TV
landscape.

NEWSPAPERS
Government newspapers, used to have the
highest readership. However during the
revolution both lost credibility and Al Masry
Yom, an independent journal, increased
readership levels. A bigger share of
budgets are now dedicated towards Al
Masry Yom instead of Al Ahram & Al
Akhbar. Other new launches have also
made this media quite dynamic, although
the impact of the revolution has also been
felt by newspaper media spends.

MAGAZINES
While the overall penetration of magazines
is low, they still have a role to play in brand
communications especially among the
higher SECs. The dramatic decline in
spends seen post the revolution has been
stabilized with some gains seen in 2012.

RADIO
Radio suffered due to the impact of the
revolution, especially early on when there
were substantial cuts in ad spends.
However, this medium enjoyed a bit of a
renaissance post - revolution especially in
terms of enhanced listenership and its
prospects are likely to improve in the
coming years.
The huge drop in spends seen in 2012 are
expected to be reversed in 2013 and
growth is likely to return to this sector.

CINEMA
Cinema has seen significant losses in 2012
and there is a limited chance of recovery
without overall stability in the economy.
This is mainly due to the fact that most
Egyptian movie production has been put on
hold.

OUTDOOR
Outdoor is not monitored
34.8
-20.1
25.0
19.2
29.6
24.9
Television
Newspaper
Magazine
Radio
Cinema
Total
78.8
17.2
0.6
2.1
1.3
Radio Cinema
A MEDIA MARKET DOMINATED BY TV
155 EGYPT
REGION: EGYPT
2010 2011 2012 2013f 2014f
Television
54.5 -46.2 -51.0 25.0 25.0
Newspaper
-27.6 -16.3 -83.4 25.0 25.0
Magazine
-54.4 -31.9 -84.6 25.0 25.0
Radio
-27.4 -17.3 -81.9 25.0 25.0
Cinema
n.a n.a n.a 25.0 25.0
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
11.8 -36.8 -64.2 25.0 25.0
2010 2011 2012 2013f 2014f
Television
67.7 57.6 78.8 78.8 78.8
Newspaper
27.9 36.9 17.2 17.2 17.2
Magazine
1.3 1.4 0.6 0.6 0.6
Radio
3.2 4.1 2.1 2.1 2.1
Cinema
n.a n.a 1.3 1.3 1.3
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
5,058 2,720 1,332 1,665 2,081
Newspaper
2,087 1,746 291 363 454
Magazine
94 64 10 12 15
Radio
237 196 35 44 55
Cinema
n.a n.a 22 28 34
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
7,476 4,726 1,690 2,112 2,640
2010 2011 2012 2013 2014f
Television
762 410 201 251 314
Newspaper
314 263 44 55 68
Magazine
14 10 1 2 2
Radio
36 30 5 7 8
Cinema
n.a n.a 3 4 5
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
1,126 712 255 318 398
Source Ipsos/Statex
EGYPT 156
KUWAIT: STEADY PROGRESS ALTHOUGH NOT REACHING POTENTIAL
beyond into 2014?
While the market has shown steady
growth, its potential is being limited by the
political uncertainity prevailing in the region
and this is likely to continue having an
effect on the market in 2014.

year?
The political unrest prompted by the Arab
spring inspired demonstrations and the
uncertainity prevailing in the country has
limited the potential for growth in the ad
market. Although Kuwait has one of the
highest per capita incomes in the region, it
remians under developed in terms of
advertising spends.

growth/decline?
Newspapers and magazines have been on
a declining trend with TV and radio
showing significant growth in spends.

Category?
Restaurants, Telecom operators and
medical servicing companies have been
the leading advertisers in Kuwait in 2013.

advertisers?
The potential of Kuwait as a market is likely
to be fulfilled only with political stability
which seems unlikely in the near future.
Diversities
Restaurant
Telecomm.
Medical
Servicing
Cars
Banking Food
Shops
Computer
Public
Sector
Commerci
al Centre &
Area
-30%
-10%
10%
30%
50%
70%
0 20 40 60 80 100 120 140
KUWAIT
TOP 10
CATEGORIES
2012
Net USD
MILLION
2012f vs. 2011
YOY%
Diversities 119 53%
Restaurant 86 13%
Medical Servicing 70 8%
Cars 55 33%
Banking 44 15%
Food Shops &
Companies
27 18%
Computer &
Accessories
25 25%
Commercial Centre
& Area
21 -8%
157
TELEVISION
Pan-Arab satellite TV continues to attract a
significant proportion of advertisers
budgets. Local TV has a significant role in
reaching local audiences.
Pay-TV penetration in Kuwait is relatively
high when compared to the rest of the Arab
Region. Local TV spends saw strong
growth in 2012.

NEWSPAPERS
Newspaper share has been on a declining
trend in Kuwait and this is likely to continue
in 2013 even though there is some y-o-y
growth seen.

MAGAZINES
Magazines have also been losing share.
This is likely to continue in 2013.

OUTDOOR
Outdoor media has shown strong growth
in 2012 as a result of the introduction of
new formats and this has made outdoor a
dynamic medium in Kuwait.

RADIO
The radio stations are run by both
government and private owners. Radio
accounted for a small proportion of the total
advertising spend albeit growing steadily.

CINEMA
Cinema has existed in this market for many
years now, with 20 locations nationwide
and a total of 30,000 seats in state-of-the-
art theatres. However this medium is not
monitored in Kuwait.
15.9
2.6
-1.5
20.8
-17.7
5.0
Television
Newspaper
Magazine
Radio
Outdoor
Total
29.0
56.8
5.9
1.3
7.0
Radio Outdoor
KUWAIT
SOME GROWTH SEEN, ESPECIALLY FOR TELEVISION
158
REGION: KUWAIT
2010 2011 2012 2013f 2014f
Television
30.1 -2.4 1.3 5.0 3.0
Newspaper
6.9 -7.1 7.8 5.0 3.0
Magazine
1.1 -5.2 -2.8 5.0 3.0
Radio
10.0 7.5 -15.3 5.0 3.0
Cinema
n.a n.a n.a n.a n.a
Outdoor
-38.5 5.0 217.3 5.0 3.0
Digital
n.a n.a n.a n.a n.a
TOTAL
10.8 -5.0 9.7 5.0 3.0
2010 2011 2012 2013f 2014f
Television
30.6 31.4 29.0 29.0 29.0
Newspaper
59.1 57.9 56.8 56.8 56.8
Magazine
6.6 6.6 5.9 5.9 5.9
Radio
1.5 1.7 1.3 1.3 1.3
Cinema
n.a n.a n.a n.a n.a
Outdoor
2.2 2.4 7.0 7.0 7.0
Digital
n.a n.a n.a n.a n.a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
191 186 188 198 204
Newspaper
369 343 369 388 399
Magazine
41 39 38 40 41
Radio
9 10 8 9 9
Cinema
n.a n.a n.a n.a n.a
Outdoor
14 14 46 48 49
Digital
n.a n.a n.a n.a n.a
TOTAL
624 592 650 682 703
2010 2011 2012 2013 2014f
Television
191 186 188 198 204
Newspaper
369 343 369 388 399
Magazine
41 39 38 40 41
Radio
9 10 8 9 9
Cinema
n.a n.a n.a n.a n.a
Outdoor
14 14 46 48 49
Digital
n.a n.a n.a n.a n.a
TOTAL
624 592 650 682 703
KUWAIT 159
LEBANON: GEO POLITICAL UNCERTAINTIES DAMPENING GROWTH
beyond into 2014?
The strong growth seen in 2010 was not
carried through into 2011 due to the
broader political environment and the
market is likely to continue being volatile
in line with its neighbours.

year?
The events in Syria and the likely spillover
of violence in Lebanon loom large over the
advertising market in the country. This has
led to a suspension or postponement of
spends and it is likely to continue in 2014
unless Syria and the neighborhood return
to normality soon.

growth/decline?
Television spends have declined over the
last year and this is expected to continue in
2013. Press spends however are likely to
continue expanding in 2013. Radio and
Cinema are also likely to continue showing
growth.

advertisers?
The market prospects are very uncertain
and are almost entirely dependant on the
political developments in the region. A
return to stability would likely re-ignite
growth in spends although continued
uncertainty in Syria is likely to have a very
negative impact on the market.

Banking
Theatre &
Cinema
Energy
Drink
Cars
Restaurant
Soft Drink
Coffee
Chocolate
-20%
-10%
0%
10%
20%
30%
40%
50%
0 20 40 60 80 100 120

Market prospects
uncertain
2012 Net Spend USD Currency million
LEBANON
TOP 10
CATEGORIES
2012
Net USD
MILLION
2012f vs. 2011
YOY%
Banking 107 17%
Energy Drink 70 2%
Cars 35 15%
Restaurant 32 4%
Publishing &
Catalog.
27 -30%
Soft Drink 26 2%
Coffee 25 46%
Chocolate 24 15% 160
TELEVISION
Television spends have seen a dramatic
drop in the last year and this lost spend is
unlikely to come back into the market
unless there is stability in the Lebanese
market.

NEWSPAPERS
Newspapers in Lebanon are closely
affiliated with political groups and have
been showing strong growth in 2012 which
is expected to continue in 2013.

MAGAZINES
Magazine spends increased in 2012 and
this also resulted in an increased share of
spends for this medium in 2012. This trend
is likely to continue in 2013.

OUTDOOR
Outdoor spends are likely to see a negative
growth in 2013 after the strong growth
seen in 2012.

RADIO
Spends on radio are likely to continue
recovering in 2013 with similar growth as
2012.
CINEMA
Cinema spends are likely to remain steady
through 2013.
-6.1
12.1
8.9
12.3
28.6
-4.0
-1.1
Television
Newspaper
Magazine
Radio
Cinema
Outdoor
Total
TELEVISION SPENDS SEVERELY IMPACTED BY MARKET INSTABILITY
52.6
9.3
8.2
8.4
0.3
21.2
LEBANON

161
REGION: LEBANON
2010 2011 2012 2013f 2014f
Television
131.9 -0.8 -45.2 -1.0 0.0
Newspaper
-10.4 -12.4 19.8 -1.0 0.0
Magazine
6.6 1.8 3.4 -1.0 0.0
Radio
-12.7 7.3 12.9 -1.0 0.0
Cinema
-40.0 149.6 0.9 -1.0 0.0
Outdoor
-3.8 15.2 19.0 -1.0 0.0
Digital
n.a n.a n.a n.a n.a
TOTAL
63.6 1.0 -27.2 -1.0 0.0
2010 2011 2012 2013f 2014f
Television
71.2 70.0 52.6 52.6 52.6
Newspaper
6.5 5.6 9.3 9.3 9.3
Magazine
5.7 5.8 8.2 8.2 8.2
Radio
5.1 5.4 8.4 8.4 8.4
Cinema
0.1 0.2 0.3 0.3 0.3
Outdoor
11.4 13.0 21.2 21.2 21.2
Digital
n.a n.a n.a n.a n.a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
778,712 772,793 423,453 419,219 419,219
Newspaper
71,073 62,225 74,522 73,777 73,777
Magazine
62,433 63,587 65,730 65,073 65,073
Radio
55,608 59,641 67,324 66,651 66,651
Cinema
983 2,454 2,476 2,451 2,451
Outdoor
124,635 143,540 170,802 169,094 169,094
Digital
n.a n.a n.a n.a n.a
TOTAL
1,093,444 1,104,239 804,307 796,264 796,264
2010 2011 2012 2013 2014f
Television
518 514 282 279 279
Newspaper
47 41 50 49 49
Magazine
42 42 44 43 43
Radio
37 40 45 44 44
Cinema
1 2 2 2 2
Outdoor
83 95 114 112 112
Digital
n.a n.a n.a n.a n.a
TOTAL
727 734 535 529 529
Source Stat Ipsos
LEBANON 162
MOROCCO: AD MARKET RETURNS TO GROWTH IN 2013
beyond into 2014?
After two consecutive years of declining
advertising spends - affected by political
upheaval and the resultant uncertainty in
the region, the Morocco ad market is
forecast to return to positive growth this
year with a predicted moderate growth rate
of 4%. This is set to continue into 2014
with 5% growth in the market expected.

growth/decline?
TV and Radio ad spends are forecast to
return to growth this year. Outdoor spends
have performed strongly in recent years
and this trend is expected to continue.
Newspapers showing a strong acceleration
in the pace of growth this year.
TV reaching daily 85% of the population
leads on share of spend however its share
is on a declining trend, as is Radios.
Newspaper spend however in contrast to
that being seen in other markets is on an
upward trend. Outdoor share of total
investments also notably increasing.

Teleco.
Services
Food
Culture
Beauty
Trans.
Real
Estate
Travel
Distribution
News/Medi
a
-50%
-30%
-10%
10%
30%
50%
70%
0 200 400 600 800 1000 1200 1400 1600

4% growth
forecast for 2013
and 5% next year
2012 Net Spend in local Currency million
MOROCCO
TOP 10
CATEGORIES
2012
Net MAD
MILLION
2012 vs. 2011
YOY%
Telecommunication 1,091 -11%
Services 905 -7%
Food 614 -7%
Culture &
Entertainment
476 -1%
Beauty/Toiletries 367 5%
Transport 295 4%
Real Estate 268 6%
Travel-Tourism 266 44%
Distribution 202 53%
News/Media 199 -33% 163
TELEVISION
TV continues to maintain the highest share
of ad spend despite substantial y-o-y
declines in spend over the past two years
-22.0% in 2012 and -24.8% in 2011 due to
political upheaval and a general trend of
decreasing share of total media
investments with growth in Print media,
Radio and Outdoor. Support is coming
from key categories including
Telecommunications, Food and Drinks.
The TV market is forecast to return to
growth this year in line with the total market
with growth of 4%. This is predicted to
continue in 2014 with 5% growth forecast.

DIGITAL
The Online media market in Morocco has
developed more rapidly than ever over the
past few years thanks in part to exclusive
prepaid 3G connection. Social media is
popular amongst Moroccans with more and
more spending time on Facebook.

PRINT
Newspapers are stable showing strong
y-o-y growth and a continued and growing
share of total media investments circa 24%
(2013). Key spending categories are
Luxury and Cosmetics.

OUTDOOR
Outdoor ad spends are forecast to increase
by 4% this year and 5% in 2014. Share of
media investments stand at circa 25%.
The main categories contributing to
outdoor spending are mobile operators and
small advertisers.

RADIO
Radio ad spends saw strong growth in
2011 +40.5% however this was not
repeated in 2012 when Radio ad spends
declined. A return to growth is expected
this year.

CINEMA
Cinema spend is marginal in Morocco with
only one multiplex theatre in Morocco
- Megarama.
4.0
79.9
4.0
4.0
4.0
Television
Newspaper
Radio
Outdoor
Total
MEDIA MARKET FULL OF PROMISE
35.1
24.1
15.8
25.0
Television Newspaper Radio Outdoor
MOROCCO

164
REGION: MOROCCO
2010 2011 2012 2013f 2014f
Television
22.5 -24.8 -22.0 4.0 5.0
Newspaper
-7.9 0.5 12.5 79.9 5.0
Magazine
0.3 5.2 12.5 n.a n.a
Radio
-13.5 40.5 -41.8 4.0 5.0
Cinema
n.a n.a n.a n.a n.a
Outdoor
38.3 17.0 58.2 4.0 5.0
Digital
n.a n.a n.a n.a n.a
TOTAL
10.4 -3.7 -8.6 4.0 5.0
2010 2011 2012 2013f 2014f
Television
52.7 41.1 35.1 35.1 35.1
Newspaper
10.9 11.3 13.9 24.1 24.1
Magazine
7.6 8.3 10.2 n.a n.a
Radio
17.0 24.8 15.8 15.8 15.8
Cinema
n.a n.a n.a n.a n.a
Outdoor
11.9 14.4 25.0 25.0 25.0
Digital
n.a n.a n.a n.a n.a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
1,855 1,394 1,087 1,131 1,187
Newspaper
382 384 432 777 816
Magazine
266 280 315 n.a n.a
Radio
599 841 490 509 535
Cinema
n.a n.a n.a n.a n.a
Outdoor
419 490 774 805 846
Digital
n.a n.a n.a n.a n.a
TOTAL
3,521 3,389 3,099 3,223 3,384
2010 2011 2012 2013 2014f
Television
221 166 130 135 141
Newspaper
46 46 51 93 97
Magazine
32 33 38 0 0
Radio
71 100 58 61 64
Cinema
n.a n.a n.a n.a n.a
Outdoor
50 58 92 96 101
Digital
n.a n.a n.a n.a n.a
TOTAL
420 404 369 384 403
Source Mediascore (Creargie)
MOROCCO 165
OMAN: A SMALL BUT STEADILY GROWING MEDIA MARKET
beyond into 2014?
The domination of the print medium is likely
to continue for local spends although most
of the spends are dedicated to Pan Arab
media. Overall spends have shown growth
in 2012 which is expected to continue in
2013 albeit at a lower level.

year?
While 2012 has been fairly stable in terms
of political environment, any changes in
this could have a significant negative
impact on the Oman. Advertising market.

growth/decline?
Growth in the economy in Oman is driving
growth in the ad market and this is likely to
continue through 2013. Press spends
have been leading the growth in overall
media spends for Oman. 2012 has seen
strong growth for media spends in Oman.

Category?
The Banking sector continues to be the
biggest spender although this sector has
seen declining spends year on year.

advertisers?
No major changes are expected in the
market.

Banking
Public
Sector
Real
Estate
Diversities
Telecomm.
Cars
Exhibition
& Events
Syndicate
Fuel & Gas
Watches
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
0 10 20 30 40

A small market
dominated by
print media
OMAN
TOP 10
CATEGORIES
2012
Net USD
MILLION
2012 vs. 2011
YOY%
Banking 34 -42%
Public Sector 20 -36%
Real Estate 17 -32%
Diversities 17 -34%
Cars 15 -14%
Syndicate 14 2%
Fuel & Gas 11 -46%
Watches 11 -41% 166
TELEVISION
Local TV advertising remains small in
Oman as most of the TV viewing remains
concentrated on Pan-Arab channels. The
government still owns the only terrestrial
channel, Oman TV. On the Pay-TV side,
Oman has high piracy rates however there
has been indications that the level of this
have been decreasing over the years.

NEWSPAPER
Large advertisers such as real estate
companies and government institutions are
major advertisers on newspapers. Oman is
one of the few countries in the region with
audited circulation numbers. In 2012
Newspaper did not just show growth in
spends they also managed to increase
their share of spends.

MAGAZINES
Pan-Arab magazines are leading the way
along with local titles. Magazine
advertising remains very small and thus
small shifts in advertising spends have led
to high fluctuations in growth rates.

OUTDOOR
While outdoor advertising still remains
largely concentrated in Muscat, Omans
capital, OOH advertising expenditure is
expected to increase. Unfortunately OOH
expenditure is not tracked for Oman.
13.3
9.4
23.3
10.1
Television
Newspaper
Magazine
Total
PRINT CONTINUES TO FLOURISH LEAVING LITTLE ROOM FOR OTHER MEDIA
3.1
93.2
3.7
OMAN 167
REGION: OMAN
2010 2011 2012 2013f 2014f
Television
26.5 -11.9 9.0 10.0 10.0
Newspaper
32.6 14.5 27.9 10.0 10.0
Magazine
19.5 0.3 2.5 10.0 10.0
Radio
n.a n.a n.a n.a n.a
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
31.6 12.6 26.1 10.0 10.0
2010 2011 2012 2013f 2014f
Television
4.6 3.6 3.1 3.1 3.1
Newspaper
90.3 91.9 93.2 93.2 93.2
Magazine
5.1 4.5 3.7 3.7 3.7
Radio
n.a n.a n.a n.a n.a
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
6 6 6 7 7
Newspaper
127 145 185 204 224
Magazine
7 7 7 8 9
Radio
n.a n.a n.a n.a n.a
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
140 158 199 219 241
2010 2011 2012 2013 2014f
Television
6 6 6 7 7
Newspaper
127 145 185 204 224
Magazine
7 7 7 8 9
Radio
n.a n.a n.a n.a n.a
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
140 158 199 219 241
OMAN 168
PAN ARAB: STEADY AD SPENDS GROWTH LED BY SAUDI ECONOMIC
GROWTH AND A RE-BOUND IN UAE
beyond into 2014?
Pan Arab spends have seen a strong
increase in 2012 led primarily by the
rebound in the two major markets in the
region-UAE & KSA. This trend is expected
to continue albeit at a lower level. This
growth has been driven primarily by TV
while the print medium continues to
decline.

year?
Regional geo political events coupled with
world oil prices are likely to be the two
major risk factors for Pan Arab media.
While current trends are fairly positive for
the region, the above mentioned factors
could quickly turn a robust growth
momentum into a sharp decline especially
if these factors are coupled with political
unrest in the region.

growth/decline?
Pan Arab TV spends have shown strong
growth in the last year primarily on the back
of a re-allocation of spends away from Print
and a natural response to the growth in the
overall economy. The decline in Print is a
long term trend across the region and is
driven by the fact that younger consumers
are less inclined towards the print medium
and tend to rely on TV or digital media for
their News and information inputs.

Category?
Carbonated Soft drinks, Telecom and
Autos continue to be the major advertisers
on Pan Arab channels. While the Real
Estate sector is yet to recover from the
recession, the consumer goods sector has
seen increased investment in advertising.

advertisers?
While Pan Arab TV spends will continue to
grow, albeit at a lower level, print media
will see consolidation and realignment.

Soft Drink
Telecomm.
Cars
Chocolate
Shampoo
Snacks -
Appetizer
Restaurant
Hair Care
Exhibition
& Events
Soap
-10%
0%
10%
20%
30%
40%
50%
60%
70%
0 100 200 300 400 500 600 700

Strong growth
prospects
PAN ARAB
TOP 10
CATEGORIES
2012
Net USD
MILLION
2012 vs. 2011
YOY%
Soft Drink 551 49%
Cars 392 9%
Chocolate 312 10%
Shampoo 289 12%
Snacks-Appetizer 210 10%
Restaurant 208 22%
Hair Care 192 63%
Soap 176 9% 169
TELEVISION
TV has shown strong growth and this trend
is expected to continue. Growth in spends
is driven by new programming as well as a
decline in the share of advertising for
Press. Most advertisers continue to rely on
the standard 30 sec TV spot format for
their communications and this is unlikely to
change soon.

NEWSPAPERS
While Newspapers continue to be an
important part of any media plan in the
region, they are becoming less and less
important by the year.

MAGAZINES
Magazines have also seen declines in
share of spends in the Pan Arab media and
this trend is not expected to reverse
anytime soon. The sheer number of titles
and a lack of proper monitoring of
circulation and readership make this media
less attractive to many advertisers.

OUTDOOR
Not available
RADIO
Not available

CINEMA
Not available

3.2
-1.9
0.2
3.0
Television
Newspaper
Magazine
Total
TELEVISION CONTINUES TO DOMINATE AD SPENDS
95.9
1.2
2.9
PAN ARAB 170
REGION: PAN ARAB
2010 2011 2012 2013f 2014f
Television
26.8 11.6 18.3 3.0 3.0
Newspaper
-4.0 -8.2 -17.1 3.0 3.0
Magazine
3.0 2.6 -4.4 3.0 3.0
Radio
n.a n.a n.a n.a n.a
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
24.9 10.9 16.9 3.0 3.0
2010 2011 2012 2013f 2014f
Television
94.2 94.8 95.9 95.9 95.9
Newspaper
2.0 1.6 1.2 1.2 1.2
Magazine
3.8 3.5 2.9 2.9 2.9
Radio
n.a n.a n.a n.a n.a
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
3,175 3,543 4,192 4,318 4,447
Newspaper
67 61 51 53 54
Magazine
129 133 127 131 134
Radio
n.a n.a n.a n.a n.a
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
3,371 3,737 4,370 4,501 4,636
2010 2011 2012 2013 2014f
Television
3,175 3,543 4,192 4,318 4,447
Newspaper
67 61 51 53 54
Magazine
129 133 127 131 134
Radio
n.a n.a n.a n.a n.a
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a n.a n.a n.a n.a
Digital
n.a n.a n.a n.a n.a
TOTAL
3,371 3,737 4,370 4,501 4,636
PAN ARAB 171
QATAR: A BOOMING ECONOMY WITH GREAT GROWTH POTENTIAL
beyond into 2014?
Strong growth continues in the Qatar
market. Although the size of the
advertising market is much smaller than
UAE or KSA , it is just as vibrant and fast
growing as any of the GCC markets. The
boom in infrastructure spends and the
government investments in the country
have resulted in strong growth in 2012 and
is likely to continue in 2013.

year?
The football world cup in 2022, Qatar is
leaving no stone unturned in building up
world class facilities. This means that the
economy is likely to see continued
expansion in the foreseeable future and the
advertising market is likely to reflect this
growth.

growth/decline?
The advertising market in Qatar is
dominated by Print media with most of the
local TV stations getting a small share of
the ad spend pie. While print is a well
estabilished medium, radio and TV are
also showing signs of strong growth.

Category?
Banking, Public Sector and Real Estate
represent the top spenders in the
advertising market in Qatar. This is
reflective of the fact that government efforts
to build infrastructure has led to an influx of
immigrants, this trend is expected to
continue in 2013.

advertisers?
Strong growth is likely across the board in
Qatar and the continued vibrancy of the
market will likely continue over the next
three years.

Banking
Public
Sector
Real
Estate
Diversities
Telecomm.
Cars
Exhibition
Syndicate
Fuel & Gas
Watches
-30%
-10%
10%
30%
50%
70%
0 10 20 30 40

A market
dominated by
print media.
QATAR
TOP 10
CATEGORIES
2012
Net USD
MILLION
2012 vs. 2011
YOY%
Banking 34 1%
Real Estate 17 0%
Diversities 17 17%
Cars 15 44%
Syndicate 14 -1%
Fuel & Gas 11 -9%
Watches 11 31% 172
TELEVISION
TV investments have seen modest growth
in 2012 and are unlikely to benefit
significantly from the spend growth seen in
the overall economy. The majority of TV ad
spend is for Pan-Arab TV which despite the
fact that satellite dishes are officially
banned, continues to serve most of the
households in Qatar. Pay-TV penetration
is relatively high in Qatar. The cable TV
market operates by the incumbent Telco,
Qtel, which offers cable services through its
subsidiary Qatar Cablevision (QCV).

NEWSPAPERS
Newspapers are the dominant medium in
the country and are likely to continue
crowding out other media. Spends from
public sector entities and banking and real
estate tend to favour newspapers and this
is expected to continue in 2013 and
beyond.

MAGAZINES
Magazine spends tend to be small in Qatar
and therefore suseptible to major
fluctuations.

OUTDOOR
Outdoor spends in Qatar have declined in
2012 although these are likely to recover
somewhat in 2013.

RADIO
Radio advertising expenditure accounts for
a negligible proportion (approximately 3%)
of the total market. The Qatari radio
broadcast is controlled by Qatar Radio and
Television Corporation (QRTC), which is
state owned. Radios share of growth is
expected to grow as seen in 2012.

INTERNET
With broadband penetration among the
highest in the Arab Region, estimated
internet advertising spend more than
doubled. High penetration and increased
quality of broadband in the country provide
a solid platform for advertisers to not only
target their audiences on a wider scale, but
also benefit from a platform that can readily
provide an accurate measurement of their
return on investment.

7.0
15.6
5.6
38.0
11.9
15.0
Television
Newspaper
Magazine
Radio
Outdoor
Total
A GROWING MARKET YET TO SHAKE OFF THE DOMINANCE OF PRINT
3.9
78.0
2.0
2.1
13.9
Radio Outdoor
QATAR 173
REGION: QATAR
2010 2011 2012 2013f 2014f
Television
36.1 2.8 10.0 15.0 15.0
Newspaper
2.6 -5.9 17.2 15.0 15.0
Magazine
-24.7 -0.2 35.3 15.0 15.0
Radio
n.a n.a 55.1 15.0 15.0
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a n.a -17.3 15.0 15.0
Digital
n.a n.a n.a n.a n.a
TOTAL
3.0 18.7 11.3 15.0 15.0
2010 2011 2012 2013f 2014f
Television
4.6 4.0 3.9 3.9 3.9
Newspaper
93.4 74.1 78.0 78.0 78.0
Magazine
2.0 1.6 2.0 2.0 2.0
Radio
n.a 1.5 2.1 2.1 2.1
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a 18.8 13.9 13.9 13.9
Digital
n.a n.a n.a n.a n.a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
8 9 9 11 12
Newspaper
168 158 185 213 245
Magazine
4 4 5 5 6
Radio
n.a 3 5 6 7
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a 40 33 38 44
Digital
n.a n.a n.a n.a n.a
TOTAL
180 213 237 273 314
2010 2011 2012 2013 2014f
Television
8 9 9 11 12
Newspaper
168 158 185 213 245
Magazine
4 4 5 5 6
Radio
n.a 3 5 6 7
Cinema
n.a n.a n.a n.a n.a
Outdoor
n.a 40 33 38 44
Digital
n.a n.a n.a n.a n.a
TOTAL
180 213 237 273 314
QATAR 174
SAUDI ARABIA: THE LYNCHPIN OF THE MENA ADVERTISING MARKET
beyond into 2014?
The Saudi market has recovered well from
the recession in 2009 and is likely to
continue expanding in 2013. Newspapers
continue to be the dominant medium in the
market although radio has also seen strong
growth in the last couple of years and has
stolen share from other media.

year?
While Saudi Arabia has managed to avoid
much of the political and civil turmoil that
has plagued the region, there are some
risks of social unrest especially given the
high youth unemployment and lack of
political participation. While there are no
imminent threats to growth in Saudi
markets.

growth/decline?
The dominance of newspapers is likely to
continue in 2013 although the relative
share of spends is likely to decline. This is
in line with the long term trend in KSA with
Radio continuing to see strong growth and
increased share of spends.

Category?
Cars, Telecom and Public sector are the
major advertisers in KSA in 2012. These
sectors are continuing to see gains in
spends due to the introduction of new
models and technologies and this is
expected to carry through into 2013.

advertisers?
The young, highly digitally connected
audience is likely to pose a challenge to
the traditional mode of TV led advertising
spends (mostly through Pan Arab
channels). The increasing role of younger
consumers is already manifesting itself in
the decline in Newspaper readership and
spends.
Diversities
Cars
Telecomm.
Public
Sector
Restaurant
Banking
Cellular
Phones
Real
Estate
Television
Exhibition
& Events
-50%
0%
50%
100%
150%
200%
0 50 100 150 200 250

Newspapers
continue to
dominate local
spends
SAUDI ARABIA
TOP 10
CATEGORIES
2012
Net USD
MILLION
2012 vs. 2011
YOY%
Diversities 175 -16%
Cars 125 67%
Public Sector 75 1%
Restaurant 67 40%
Banking 57 -11%
Cellular Phones &
Accessories
52 149%
Real Estate 48 10%
Television 35 -5%
Exhibition & Events 35 55% 175
TELEVISION
Similar to other Gulf markets, the local TV
market in Saudi Arabia is small. The
terrestrial broadcast sector in Saudi Arabia
is state-owned. There are four terrestrial
TV channels (two general entertainment
channels, one sports and one news
channel). While most of the spends are
dedicated to Pan Arab TV stations, local
TV also plays a small but significant role in
the market. After a sharp decline in
spends in 2012, TV spends are likely to
show a small growth in 2013.

NEWSPAPERS
With a sense of traditional values, every
region of Saudi Arabia is different in terms
of Newspaper readership, with different
mediums used to reach the various
segments across the regions. This also
means that Newspapers as a medium are
likely to continue playing a significant role
in the media market.

MAGAZINES
Magazines continue to show a decline in
share of ad spends and this trend is likely
to continue in the next few years.

OUTDOOR
The role of Outdoor media in KSA has
been expanding over the last few years.
New technologies and formats have
ensured greater share of advertising
spends for Outdoor in the overall media
markets in KSA.

RADIO
The emergence of radio in the last couple
of years has had a significant impact on the
media landscape in KSA. The share of
radio in overall media spends is likely to
continue increasing over the next couple
of years.

INTERNET
Not a monitored media and mainly used by
international brands although likely to be a
small but fast growing media.
1.1
2.1
-0.6
8.3
3.0
3.0
Television
Newspaper
Magazine
Radio
Outdoor
Total
PRINT MEDIA SLOWLY LOSING ITS PRIME PLACE IN THE MARKET
4.6
61.5
1.4
13.2
19.3
Television Newspaper Magazine Radio Outdoor
SAUDI ARABIA 176
REGION: SAUDI ARABIA
2010 2011 2012 2013f 2014f
Television
28.0 63.2 -15.0 3.0 3.0
Newspaper
1.0 13.6 1.4 3.0 3.0
Magazine
-3.6 -21.1 -29.0 3.0 3.0
Radio
n.a 67 33.8 3.0 3.0
Cinema
n.a n.a n.a n.a n.a
Outdoor
76 5 21.2 3.0 3.0
Digital
n.a n.a n.a n.a n.a
TOTAL
20.4 16.8 6.6 3.0 3.0
2010 2011 2012 2013f 2014f
Television
4.1 5.8 4.6 4.6 4.6
Newspaper
66.4 64.6 61.5 61.5 61.5
Magazine
3.2 2.2 1.4 1.4 1.4
Radio
7.3 10.5 13.2 13.2 13.2
Cinema
n.a n.a n.a n.a n.a
Outdoor
18.9 17.0 19.3 19.3 19.3
Digital
n.a n.a n.a n.a n.a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
140 228 194 200 206
Newspaper
2,247 2,553 2,589 2,667 2,747
Magazine
108 85 60 62 64
Radio
247 414 554 571 588
Cinema
n.a n.a n.a n.a n.a
Outdoor
641 671 813 838 863
Digital
n.a n.a n.a n.a n.a
TOTAL
3,383 3,951 4,211 4,337 4,467
2010 2011 2012 2013 2014f
Television
37 61 52 53 55
Newspaper
599 681 690 711 732
Magazine
29 23 16 17 17
Radio
66 110 148 152 157
Cinema
n.a n.a n.a n.a n.a
Outdoor
171 179 217 223 230
Digital
n.a n.a n.a n.a n.a
TOTAL
902 1,053 1,123 1,156 1,191
Source Ipsos-Statex
SAUDI ARABIA 177
UAE: THE MOST DYNAMIC MARKET IN THE REGION ON ITS WAY TO
RECOVERY
beyond into 2014?
While 2012 was a stagnant year in terms of
growth in media spends, the positive
economic trends in the broader economy
are likely to bring about a handsome
rebound in growth prospects for the UAE
media market. Growth in the national
economy is still limited to tourism and
hospitality although this is likely to flow
through to other sectors.

year?
Continued growth in tourism and travel
sectors is likely to add to the overall
positive sentiment in the UAE economy
and result in a strong growth in the media
market.

growth/decline?
Print media continues to decline in terms of
share of spends and is likely to continue
declining over the next few years. TV
spends are likely to increase in 2013 and
keep gaining share of spend.

Category?
Cars, Real Estate and Banking are the key
sectors in the market indicating a rebound
in economic sentiment in the market .
These sectors had seen sharp declines in
spends and they are likely to continue
recovering over the next couple of years.

advertisers?
Continued growth in the overall economy is
likely to consolidate the recovery in the
media market. While UAE does not face
any major political or social risk of its own,
it is likely to be impacted by developments
in its neighborhood.

Cars
Real
Estate
Banking
Restaurant
Commerci
al
Watches
Public
Sector
Exhibition
& Events
Telecomm.
Educationa
l Institute
-30%
-20%
-10%
0%
10%
20%
30%
0 20 40 60 80 100 120 140

A smart recovery
underway.
UAE
TOP 10
CATEGORIES
2012
Net USD
MILLION
2012 vs. 2011
YOY%
Cars 111 22%
Real Estate 95 -5%
Banking 89 -9%
Restaurant 86 20%
Commercial Centre
& Area
78 23%
Watches 70 22%
Public Sector 68 -11%
Exhibition & Events 65 -17%
Educational
Institute
50 8%
178
TELEVISION
TV viewership in UAE is heavily skewed
towards satellite channels with local
channels only managing lower viewership
and advertising revenues.
UAE audience preferences reflect the
countrys diverse population, showing
appreciation for a wide variety of genres,
channels and programmes, both in Arabic
and other languages. Local TV spends
have seen an increase in spends in recent
years and this trend is expected to
continue in the next few years.

NEWSPAPERS
Newspapers were the worst hit by the
recession and are unlikely to ever reach
the same peaks seen in 2008. The relative
share of Newspapers is also likely to
continue declining in terms of share of
spends.

MAGAZINES
Magazine spends have been more
resistant to declines although they also
saw a reduction in share of spends.
Advertising spends are likely to be stable in
2013.
OUTDOOR
Outdoor media was severly impacted by
the recession as well but has seen a
significant recovery in share of total
spends. This media is likely to continue
growing in 2013.

RADIO
Radio has shown sustained growth in the
last couple of years and this is expected to
continue in 2013.

CINEMA
Theatres in the UAE claim an increase in
footfall to cinemas y-o-y and with the
advent of 3D the enthusiasm among the
younger movie goers is increasing. There
has been an increase in promotional
activity in Cinemas this year with a lot of
ground breaking movies competing for the
share of eyeballs of movie goers. Besides
Spot advertising in cinemas, advertising
opportunities exist in the foyer areas. 2013
is likely to continue growing.

4.8
1.8
0.1
34.0
46.1
2.5
5.0
Television
Newspaper
Magazine
Radio
Cinema
Outdoor
Total
A MARKET WELL ON ITS WAY TO A RECOVERY
4.4
41.6
17.8
8.0
1.4
26.7
UAE 179
REGION: UAE
2010 2011 2012 2013f 2014f
Television
-2.2 44.5 2.3 5.0 6.0
Newspaper
-11.9 -6.9 -0.6 5.0 6.0
Magazine
11.8 0.6 -2.8 5.0 6.0
Radio
-31.7 10.9 33.8 5.0 6.0
Cinema
-1.4 -14.3 36.9 5.0 6.0
Outdoor
-13.6 10.3 -1.2 5.0 6.0
Digital
n.a n.a n.a n.a n.a
TOTAL
-9.8 1.3 1.4 5.0 6.0
2010 2011 2012 2013f 2014f
Television
3.1 4.4 4.4 4.4 4.4
Newspaper
46.2 42.5 41.6 41.6 41.6
Magazine
18.7 18.6 17.8 17.8 17.8
Radio
5.6 6.1 8.0 8.0 8.0
Cinema
1.2 1.0 1.4 1.4 1.4
Outdoor
25.2 27.5 26.7 26.7 26.7
Digital
n.a n.a n.a n.a n.a
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
143 206 211 221 235
Newspaper
2,133 1,986 1,974 2,073 2,197
Magazine
863 868 844 886 939
Radio
257 285 381 400 424
Cinema
56 48 66 69 73
Outdoor
1,164 1,284 1,269 1,332 1,412
Digital
n.a n.a n.a n.a n.a
TOTAL
4,616 4,677 4,744 4,982 5,281
2010 2011 2012 2013 2014f
Television
39 56 57 60 64
Newspaper
581 541 537 564 598
Magazine
235 236 230 241 256
Radio
70 78 104 109 116
Cinema
15 13 18 19 20
Outdoor
317 349 345 363 384
Digital
n.a n.a n.a n.a n.a
TOTAL
1,256 1,273 1,291 1,356 1,437
UAE 180
ROW
181
ISRAEL: AD MARKET TO GROW 1-2% IN 2013
beyond into 2014?
For the advertising market in Israel, 2012
was not a year to remember. The total ad
expenditure for 2012 decreased by 7.7%
which was more than the market expected.
The sharpest decline by revenue was in
print (12%) and TV (7%) segments. We
estimate that in 2013 the market will grow
by 1-2%. However, in the current market
conditions, it is extremely difficult to make
reasonable predictions. The chances are
that 2013 will not be an easy year and that
we will have to wait until 2014 for the
market to return to pre 2011 growth rates.

year?
2013 started with a general election.
However, because of strict regulations
candidates are not allowed to broadcast
commercials on both TV and Radio. The
main medium that gained significant
volume is the Outdoor segment however
it wont have a major impact.
growth/decline?
We estimate ad spend will grow by 1-2% in
2013. The main drivers of this slight
growth will be TV and Digital. Print is
expected to continue its decline while
Outdoor may be the surprising medium
with expected growth of 6%.

Category?

The biggest category Retail decreased
by circa 20% in 2012. This decline is
driven mainly by the aftershocks of the
2011 social protest movement that targeted
key retail chains and suppliers. Another
category that decreased its expenditure
dramatically was the mobile operators
category that declined by 25% and for the
first time ever, non of the mobile operators
has representation in the top 20 advertiser
list. A category that increased in 2012 was
the Credit Card category that increased by
17%.

advertisers?

The media landscape will not change
dramatically. Most advertisers do not
invest heavily on digital but we assume that
the digital market share will grow. A big
opportunity for advertisers is to start
focusing on mobile advertising and shift
more and more budgets to this medium.

MAIN
OPPORTUNITY
MOBILE
ADVERTISING
ISRAEL
Retail
Automotive
Electric
Products
Credit
Cards
Apparel
Governme
nt
Education
Transport
Banks
Telecom
-10%
-8%
-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
- 50 100 150 200 250 300
TOP 10
CATEGORIES
2013f
Net ILS
MILLION
2013f vs. 2012
YOY%
Retail 245 3%
Automotive 195 -1%
Electric Products 130 -5%
Credit Cards 122 0%
Apparel 112 5%
Government 110 4%
Education 104 -2%
Transportation 99 -2%
Banks 97 -1%
Telecom 96 -2% 182
NO MAJOR SHIFT IN SHARE OF AD SPEND EXPECTED IN 2013
TELEVISION
Kept its position as the leading medium in
the Israeli media landscape. The decrease
in expenditure was in line with the entire
market (7%). The 2012 ad mix included
more hard-sell commercials and less
branded spots. We estimate that TV will
keep its share of ad expenditure (42%) but
will gain ~3% increase in spend.

DIGITAL
2012 was the year that the official traffic
measurment started. The stagnation in
digital market spend is considered a
success in a year with an overall decrease
of 7.7%. Social and Online video are
expected to receive more traction in 2013.
The focus in 2012 for all major web portals
was on signing more and more video
content deals with major content suppliers.
In addition 3 of the major websites opened
an in-house news desk including
broadcasting studio and local talents. The
focus on news was driven mainly by the
upcoming elections. Branded content also
was one of the main focal points due to its
obvious advantages to both big and small
advertisers. In addtion we saw a 10-20%
decrease in Display advertising that was
shifted towards performance advertising.
MOBILE
Mobile ad expenditure is still quite low but it
is expected to receive substantial traction
in the coming years. The majority of web
browsing on mobile devices is done
through iOS devices (71%). Israel has one
of the highest smartphone penetration
rates 52%.

PRESS
2012 was another complex year for the
print indusry. Maariv, one of Israels
biggest and most established newspapers
was on the brink of liquidation, it was
eventually bought but many journalists lost
their jobs in the process. The 12%
decrease in expenditure made it the first
and obvious choice as a medium you do
not have to use in your marketing
campaigns.

OUTDOOR
The slowdown in the outdoor advertising
market started in mid 2011 and continued
throughout 2012. The focus on hard-sell
advertising drove advertisers away from
outdoor which considers a more branded
media solution.

RADIO
Radio had a relatively small decrease in ad
revenue in 2012, 3% much lower than the
total markets 7.7% decrease. The main
driver for this, the perception of Radio as a
highly cost-effective medium. In addition
the radio stations have adapted to the new
market conditions well with diversified
advertising packages.

CINEMA
This was the only medium that saw growth
in 2012 +3.1% and attracted more ad
revenue than in 2011. The main drivers for
this are the new cinemaplexes that opened
which brought about a record number of
admissions, 13 million. In addtion the
cineplexes revolutionised the entire
consumer experience and made it more
enjoyable for all ages.
ISRAEL
1.0
0.0
6.0
-5.1
-6.9
5.9
3.4
0.8
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
43.0
17.2
22.7
4.4 5.3
6.3
1.2
Cinema
183
2010 2011 2012 2013 2014f
Television
13.9 -4.8 -7.2 3.4 2.8
Newspaper
-7.2 -2.4 -15.0 -6.9 -2.6
Magazine
0.0 -11.1 -2.5 -5.1 -2.7
Radio
9.3 17.0 -3.6 0.0 3.8
Cinema
11.4 -2.0 3.1 1.0 10.0
Outdoor
-2.1 -4.3 -7.8 6.0 9.1
Digital
21.0 -9.3 0.0 5.9 11.1
TOTAL
6.7 -4.1 -7.7 0.8 3.2
2010 2011 2012 2013 2014f
Television
42.0 41.6 41.9 43.0 42.8
Newspaper
26.2 26.6 24.5 22.7 21.4
Magazine
4.8 4.4 4.7 4.4 4.2
Radio
5.0 6.1 6.4 6.3 6.4
Cinema
1.0 1.1 1.2 1.2 1.3
Outdoor
5.0 5.0 5.0 5.3 5.5
Digital
16.0 15.1 16.4 17.2 18.5
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
394 375 348 360 370
Newspaper
246 240 204 190 185
Magazine
45 40 39 37 36
Radio
47 55 53 53 55
Cinema
10 10 10 10 11
Outdoor
47 45 42 44 48
Digital
150 136 136 144 160
TOTAL
939 901 831 838 865
2010 2011 2012 2013 2014f
Television
394 375 348 360 370
Newspaper
246 240 204 190 185
Magazine
45 40 39 37 36
Radio
47 55 53 53 55
Cinema
10 10 10 10 11
Outdoor
47 45 42 44 48
Digital
150 136 136 144 160
TOTAL
939 901 831 838 865
REGION: ISRAEL
ISRAEL
Source Yifat / Carat Israel estimation based on market trends
184
SOUTH AFRICA: UPWARD REVISION FOR 2013 FORECAST GROWTH
RATE +7.5%
beyond into 2014?
We are expecting a 7.5% increase in total
ad spend for 2013 (increase from the
previous forecast of 3.7%). The main
category drivers continue to be Health and
Beauty, Financial Services and FMCG
Food with expected ad spend growth of
10% each.
Cinema ad spend is no longer measured,
therefore affecting total ad spend year on
year. Cinema is small compared to the
other mediums resulting in positive ad
spend growth regardless of its exclusion
from 2012 onwards.

year?
South Africa is a sports fanatical country
especially when it comes to Rugby, Soccer
and Cricket. These events are supported
every year and therefore ad spend is
mostly consistent with marginal changes
expected depending on the sport.

by Media. What factors are driving
growth/decline?
TV, Radio and OOH are showing strong
and consistent growth trends in excess of
10% year on year. We expect digital to
continue growing in 2013 by at least 7%.
While TV and radio spot planning remains
expensive, other more cost effective
opportunities are being made available to
advertisers on various platforms.

Category?
Health and Beauty is showing strong
growth in 2012 actuals (20% up from 2011)
and 10% projected growth in 2013. This
sector is becoming more and more
competitive, with new brands being
launched. The Financial Services category
has become more competitive. Most
banking competitors have had to defend
their positioning. We expect 10% growth in
category spend in 2013.

advertisers?
Progressive clients will seek more fluent
complimentary strategies between TV,
mobile and digital advertising opportunities
seamlessly merging above the line and
the digital mobile world.
Traditional media will still dominate ad
spend, however digital and mobile will
consistently grow their share of ad spend.
In the digital space, we expect to see a
move from premium digital websites to
performance based models.

More fluent
complimentary
strategies
SOUTH AFRICA
Retail
Financial
Services
Travel
B2B
Health
Beverages
Educ Gov
Welfare
Food
Household
Media
Promotion
-5%
0%
5%
10%
15%
- 2,000 4,000 6,000 8,000
TOP 10 CATEGORIES
2013f
Net ZAR
MILLION
2013f vs. 2012
YOY%
Retail R 6 520 5%
Financial Services R 3 529 10%
Travel, Transport &
Leisure
R 3 237 4%
Business to Business R 2 712 -3%
Health & Beauty R 2 543 10%
FMCG-Beverages R 1 665 4%
Education, Government,
Welfare, Health, Religion
R 1 586 1%
FMCG-Food R 1 260 10%
Household R 902 3%
Media Promotion R 610 10% 185
MASS MEDIA STILL DRIVES ADVERTISING REVENUE AND STRATEGIES
WHILE DIGITAL ENVIRONMENTS SHOW CONSISTENT GROWTH
TELEVISION
Demand for TV is high. Inflation for the
public broadcaster stations increased
dramatically in 2012 - therefore TV ad
spend growth is inflated. Real growth is
evident in the number of spots which
flighted 380,000 more spots flighted in
2012 (22% increase over 2011).
DStv (the major Pay TV player) launched
new commercial channels in Q4 2012.
Thus fragmenting TV audiences more.
These new channels included more HD
channels providing audiences with better
quality programming and advertisers with
the opportunity to reach a more affluent
market.

DIGITAL
Widening reach of broadband is being
driven by the lowering data costs across
fixed line and mobile connections.
Uncapped broadband connections and
relatively low cost one-off prepaid mobile
deals have driven growth in usage. The
existing internet user base is consuming
more, with new user growth slowing down.
Brands are allocating longer term budgets
to digital having had sufficient time to
investigate ROI on exploratory budgets.
Brands digital strategies are becoming
better defined and efficient, with more
spend now being allocated to performance
based Search, Display and Social
spending.
With advanced tagging and tracking
capabilities, significant ROI is able to be
directly linked to digital spending, making
the case for digital much stronger
especially in retail or lead generating
brands.

Which formats, media owners will
benefit?
The remarking wave will break in 2013 and
become invaluable in driving retail -
Tracking within digital will become far more
sophisticated, allowing marketers to target
a single user across multiple devices
across bought, owned and earned
platforms. Retargeting capabilities in SA
reached global standards in 2012 and will
continue to mature. This brings transparent
and comparable data across bought media,
owned platforms and earned digital PR will
give marketers the ability to equate
accurate ROI in digital.
The increase of social penetration will drive
the trend of the second screen with
people using mobile devices and social
tools to enhance their above the line media
consumption. ATL campaigns and
communication especially in TV will need to
recognise this usage behaviour and create
campaigns that are socially inclusive in real
time.

MOBILE
Smartphone and tablet penetration will
continue to follow just behind the
international growth trend and remain the
biggest growth contributor. Current
penetration of Smartphones is at 20% of
the total digital market and will grow to
around 35-50% by 2015. Tablets will see
the same growth trend but at lower
penetration of around 7-10%. Expected to
see high multi-device usage in the very
upper LSMs, with households owning
several smart devices. Thus making mobile
an increasingly appealing advertising
platform.
SOUTH AFRICA
0.0
12.0
12.0
-5.0
3.0
7.0
10.0
7.5
Cinema
Radio
Outdoor
Magazines
Newspapers
Digital
Television
Total
46.9
2.6
21.9
7.0
5.3
16.4
Cinema
186
PRESS
After TV, Newspapers continue to have the
highest share of adspend. Community
papers continue to drive growth. While
access to news on digital and mobile
platforms is prevalent in the younger and
more affluent market the majority of
South Africans still read physical
newspapers and magazines.

OUTDOOR
OOH growth is expected to continue in
2013 by 12%. Value is driving this growth,
with some media owners are decreasing
advertising rates in order to increase
demand. Given that the SA population is so
diverse, OOH opportunities are vast and
varied.

RADIO
Total Radio listenership has grown by 3.4%
(up from 2.6%) year on year this is partly
being driven by community radio stations.
More and more, stations are offering digital,
interactive elements to their advertising
offering. Thus providing advertisers with a
comprehensive advertising platform.

CINEMA
Unfortunately adspend for cinema is no
longer being measured. We are still seeing
improvements being made to the cinema
going experience. The leading cinema
house in SA has commented that
incremental audience growth versus the
previous year was experienced in the last 6
months of 2012, and this trend is expected
to continue.
SOUTH AFRICA
MASS MEDIA STILL DRIVES ADVERTISING REVENUE AND STRATEGIES
WHILE DIGITAL ENVIRONMENTS SHOW CONSISTENT GROWTH
187
2010 2011 2012 2013 2014f
Television
46.6 9.5 10.1 10.0 8.0
Newspaper
9.9 8.4 3.1 3.0 3.0
Magazine
4.0 3.0 -7.3 -5.0 -5.0
Radio
21.3 22.1 15.8 12.0 12.0
Cinema
17.1 69.9 -100.0
Outdoor
14.4 11.7 15.8 12.0 10.0
Digital
86.2 13.8 10.0 7.0 5.0
Display
81.2 34.1 -27.3 6.9 5.2
Search
122.4 9.6 59.3 6.9 5.2
Mobile
81.0 34.1 19.9 7.2 5.2
Other
76.8 36.4 140.0 8.3 2.6
TOTAL
26.6 11.1 6.2 7.5 6.7
2010 2011 2012 2013 2014f
Television
44.9 44.2 45.9 46.9 47.5
Newspaper
24.1 23.5 22.8 21.9 21.1
Magazine
9.8 9.1 7.9 7.0 6.3
Radio
13.1 14.4 15.7 16.4 17.2
Cinema
1.0 1.6 0.0 0.0 0.0
Outdoor
4.6 4.6 5.1 5.3 5.4
Digital
2.4 2.5 2.6 2.6 2.5
Display
1.6 1.9 1.3 1.3 1.3
Search
0.3 0.3 0.5 0.5 0.5
Mobile
0.5 0.6 0.6 0.6 0.6
Other
0.0 0.1 0.1 0.1 0.1
TOTAL
100 100 100 100 100
2010 2011 2012 2013 2014f
Television
10,727 11,747 12,930 14,223 15,361
Newspaper
5,763 6,247 6,439 6,632 6,831
Magazine
2,346 2,417 2,241 2,129 2,023
Radio
3,135 3,828 4,433 4,965 5,561
Cinema
246 418
Outdoor
1,103 1,232 1,427 1,598 1,758
Digital
579 659 725 776 815
Display
372 499 363 388 408
Search
83 91 145 155 163
Mobile
113 151 181 194 204
Other
11 15 36 39 40
TOTAL
23,899 26,548 28,195 30,323 32,349
2010 2011 2012 2013 2014f
Television
1,215 1,330 1,464 1,611 1,740
Newspaper
653 708 729 751 774
Magazine
266 274 254 241 229
Radio
355 434 502 562 630
Cinema
28 47 0 0 0
Outdoor
125 140 162 181 199
Digital
66 75 82 88 92
Display
42 57 41 44 46
Search
9 10 16 18 18
Mobile
13 17 20 22 23
Other
1 2 4 4 5
TOTAL
2,707 3,007 3,193 3,434 3,664
REGION: SOUTH AFRICA
SOUTH AFRICA Exchange Rate vs. US$: 8.82955; Source: AdEx (Nielsen)/Aegis Media Estimates; Figures: Net 188
APPENDICES
1
189
Global Market Sizes and Growth Rates
190
2011 2012 2013 2014f 11 vs 10 12 vs 11 13 vs 12 14f vs 13
Austria 2,690 2,805 2,807 2,772 6.8 4.3 0.1 -1.2
Belgium 4,593 4,593 4,650 4,749 3.7 0.0 1.2 2.1
Denmark 2,032 1,885 1,804 1,789 4.2 -7.2 -4.3 -0.9
Finland 1,792 1,738 1,783 1,844 5.3 -3.0 2.6 3.5
France 13,523 13,038 12,984 13,078 1.4 -3.6 -0.4 0.7
Germany 17,610 17,440 17,449 17,621 1.3 -1.0 0.0 1.0
Greece 761 618 553 570 -18.9 -18.7 -10.6 3.1
Ireland 1,019 943 955 991 -5.8 -7.5 1.3 3.8
Italy 12,148 10,689 10,172 10,211 -2.5 -12.0 -4.8 0.4
Netherlands 5,285 5,219 5,278 5,370 0.8 -1.3 1.1 1.7
Norway 2,919 2,954 2,983 2,979 5.6 1.2 1.0 -0.1
Portugal 689 564 500 519 -11.6 -18.2 -11.4 3.9
Spain 7,169 6,067 5,559 5,624 -6.8 -15.4 -8.4 1.2
Sweden 3,764 3,633 3,744 3,817 6.9 -3.5 3.1 2.0
Switzerland 4,168 4,161 4,190 4,153 5.1 -0.2 0.7 -0.9
UK 23,065 23,578 24,215 25,289 5.7 2.2 2.7 4.4
Western Europe 103,229 99,926 99,626 101,376 1.6 -3.2 -0.3 1.8
Czech Rep 906 869 780 766 -2.2 -4.0 -10.3 -1.8
Estonia 96 97 98 99 9.4 0.3 1.6 0.7
Hungary 703 711 698 661 -8.4 1.1 -1.7 -5.4
Latvia 92 99 105 111 5.4 6.9 6.5 5.9
Lithuania 131 133 138 142 5.0 1.3 3.5 3.2
Poland 2,975 2,862 2,817 2,870 -0.7 -3.8 -1.6 1.9
Romania 414 367 301 304 -5.8 -11.4 -18.1 1.1
Russia 10,291 11,615 12,925 14,335 20.6 12.9 11.3 10.9
Slovak Rep 13 12 12 11 -1.2 -4.4 -5.0 -5.0
Turkey 2,158 2,224 2,329 2,449 8.7 3.1 4.8 5.1
C&EE 17,780 18,988 20,204 21,748 11.4 6.8 6.4 7.6
EUROPE 121,009 118,914 119,830 123,125 2.9 -1.7 0.8 2.7
USA 164,422 170,995 176,975 183,971 1.2 4.0 3.5 4.0
Canada 9,367 9,611 9,940 10,328 2.4 2.6 3.4 3.9
North America 173,789 180,606 186,915 194,299 1.3 3.9 3.5 4.0
Australia 14,033 13,883 14,089 14,284 -1.4 -1.1 1.5 1.4
China 62,442 66,234 70,827 76,366 15.2 6.1 6.9 7.8
Hong Kong 2,507 2,658 2,828 3,182 6.5 6.0 6.4 12.5
India 4,374 4,669 5,009 5,394 9.1 6.7 7.3 7.7
Indonesia 4,944 5,905 6,908 8,420 18.3 19.4 17.0 21.9
Japan 43,293 44,604 45,792 47,069 -2.9 3.0 2.7 2.8
Malaysia 2,634 2,768 2,943 3,167 27.7 5.1 6.3 7.6
New Zealand 1,783 1,807 1,855 1,902 4.9 1.3 2.7 2.6
Philippines 3,161 3,546 3,851 4,087 16.2 12.2 8.6 6.1
Singapore 1,294 1,319 1,341 1,367 3.5 1.9 1.7 1.9
South Korea 7,865 7,991 8,149 8,355 10.1 1.6 2.0 2.5
Taiwan 1,787 1,711 1,730 1,782 4.4 -4.2 1.1 3.0
Thailand 3,373 3,777 4,006 4,277 3.1 12.0 6.1 6.8
Vietnam 783 996 1,195 1,541 23.3 27.2 20.0 29.0
Asia Pacific 154,272 161,869 170,523 181,193 7.1 4.9 5.3 6.3
Argentina 3,263 4,014 4,664 5,511 31.6 23.0 16.2 18.1
Brazil 11,188 12,636 13,828 16,213 8.3 12.9 9.4 17.2
Mexico 4,930 5,098 5,225 5,512 4.5 3.4 2.5 5.5
Latin America 19,381 21,747 23,718 27,236 10.5 12.2 9.1 14.8
Bahrain 138 137 205 216 -14.3 -0.9 49.9 5.0
Egypt 712 255 318 398 -36.8 -64.2 25.0 25.0
Kuwait 592 650 682 703 -5.0 9.7 5.0 3.0
Lebanon 734 535 529 529 1.0 -27.2 -1.0 0.0
Morocco 404 369 384 403 -3.7 -8.6 4.0 5.0
Oman 158 199 219 241 12.6 26.1 10.0 10.0
Pan Arab 3,737 4,370 4,501 4,636 10.9 16.9 3.0 3.0
Qatar 213 237 273 314 18.7 11.3 15.0 15.0
Saudi Arabia 1,053 1,123 1,156 1,191 16.8 6.6 3.0 3.0
UAE 1,273 1,291 1,356 1,437 1.3 1.4 5.0 6.0
Middle East & N.Africa 9,015 9,165 9,624 10,067 1.2 1.7 5.0 4.6
Israel 901 831 838 865 -4.1 -7.7 0.8 3.2
South Af rica 3,007 3,193 3,434 3,664 11.1 6.2 7.5 6.7
Other 3,907 4,025 4,272 4,529 7.2 3.0 6.2 6.0
GLOBAL 481,374 496,326 514,881 540,449 3.9 3.1 3.7 5.0
Market
Adspend (US$m) at current prices % Change
3
Television Market Sizes and Growth Rates
3
191
2011 2012 2013 2014f 11 vs 10 12 vs 11 13 vs 12 14f vs 13
Austria 630 634 640 653 14.9 0.5 1.0 2.0
Belgium 1,937 1,926 1,925 1,933 2.8 -0.6 -0.1 0.4
Denmark 405 385 365 358 11.0 -5.0 -5.0 -2.0
Finland 377 373 388 412 6.5 -1.1 4.0 6.1
France 4,657 4,439 4,350 4,415 1.6 -4.7 -2.0 1.5
Germany 5,953 5,947 6,000 6,090 0.4 -0.1 0.9 1.5
Greece 444 361 318 326 -18.8 -18.6 -11.8 2.5
Ireland 290 270 278 286 -6.8 -6.9 3.0 2.9
Italy 6,429 5,464 5,208 5,317 -2.6 -15.0 -4.7 2.1
Netherlands 1,355 1,327 1,348 1,383 4.3 -2.1 1.6 2.6
Norway 608 648 675 684 10.5 6.6 4.1 1.3
Portugal 396 325 286 300 -12.9 -17.8 -12.0 5.0
Spain 3,067 2,472 2,200 2,253 -9.8 -19.4 -11.0 2.4
Sweden 898 943 981 1,000 9.3 5.0 4.0 2.0
Switzerland 1,274 1,289 1,333 1,409 8.6 1.2 3.4 5.7
UK 6,621 6,581 6,660 6,793 5.6 -0.6 1.2 2.0
Western Europe 35,341 33,384 32,957 33,613 0.7 -5.5 -1.3 2.0
Czech Rep 404 392 326 309 -1.1 -3.0 -17.0 -5.0
Estonia 30 30 29 29 8.5 -2.3 -1.5 0.0
Hungary 211 212 196 175 -2.4 0.4 -7.6 -11.0
Latvia 42 47 50 53 6.3 12.4 6.7 6.3
Lithuania 62 65 68 71 5.9 3.5 4.5 5.3
Poland 1,694 1,597 1,557 1,601 -0.5 -5.7 -2.5 2.9
Romania 255 217 163 163 -7.0 -15.0 -25.0 0.0
Russia 5,116 5,576 5,994 6,431 18.3 9.0 7.5 7.3
Slovak Rep 6 6 5 5 5.0 -5.0 -5.0 -5.0
Turkey 1,217 1,253 1,323 1,389 10.0 3.0 5.6 5.0
C&EE 9,039 9,394 9,710 10,227 10.7 3.9 3.4 5.3
EUROPE 44,380 42,778 42,667 43,840 2.6 -3.6 -0.3 2.8
USA 65,947 69,047 70,980 73,393 -0.8 4.7 2.8 3.4
Canada 3,225 3,243 3,294 3,373 0.0 0.6 1.6 2.4
North America 69,172 72,290 74,274 76,766 -0.8 4.5 2.7 3.4
Australia 4,112 4,013 4,023 4,044 -2.6 -2.4 0.3 0.5
China 38,793 39,517 40,900 42,045 12.8 1.9 3.5 2.8
Hong Kong 645 675 708 779 -1.8 4.7 5.0 10.0
India 1,628 1,734 1,855 1,987 9.0 6.5 7.0 7.1
Indonesia 2,798 3,477 3,998 4,798 22.3 24.3 15.0 20.0
Japan 18,796 19,342 19,690 20,044 -1.4 2.9 1.8 1.8
Malaysia 1,188 1,312 1,410 1,543 57.5 10.4 7.5 9.4
New Zealand 518 528 539 549 1.8 1.9 2.1 2.0
Philippines 2,024 2,410 2,580 2,709 15.2 19.1 7.1 5.0
Singapore 413 401 389 381 3.7 -3.0 -2.8 -2.1
South Korea 2,960 2,871 2,814 2,814 10.0 -3.0 -2.0 0.0
Taiwan 755 697 697 711 6.6 -7.7 0.0 2.0
Thailand 1,766 1,933 2,049 2,213 2.4 9.4 6.0 8.0
Vietnam 651 852 1,039 1,372 24.8 31.0 22.0 32.0
Asia Pacific 77,047 79,760 82,692 85,989 8.2 3.5 3.7 4.0
Argentina 1,447 1,751 2,031 2,397 22.7 21.0 16.0 18.0
Brazil 7,606 8,747 9,621 11,546 8.8 15.0 10.0 20.0
Mexico 3,234 3,349 3,396 3,594 3.6 3.6 1.4 5.8
Latin America 12,287 13,847 15,049 17,536 8.8 12.7 8.7 16.5
Bahrain 18 24 45 48 -46.6 33.7 90.9 5.0
Egypt 410 201 251 314 -46.2 -51.0 25.0 25.0
Kuwait 186 188 198 204 -2.4 1.3 5.0 3.0
Lebanon 514 282 279 279 -0.8 -45.2 -1.0 0.0
Morocco 166 130 135 141 -24.8 -22.0 4.0 5.0
Oman 6 6 7 7 -11.9 9.0 10.0 10.0
Pan Arab 3,543 4,192 4,318 4,447 11.6 18.3 3.0 3.0
Qatar 9 9 11 12 2.8 10.0 15.0 15.0
Saudi Arabia 61 52 53 55 63.2 -15.0 3.0 3.0
UAE 56 57 60 64 44.5 2.3 5.0 6.0
Middle East & N.Africa 4,968 5,141 5,356 5,571 -0.5 3.5 4.2 4.0
Israel 375 348 360 370 -4.8 -7.2 3.4 2.8
South Af rica 1,330 1,464 1,611 1,740 9.5 10.1 10.0 8.0
Other 1,705 1,812 1,971 2,110 6.0 6.3 8.7 7.0
GLOBAL 209,558 215,628 222,008 231,813 3.7 2.9 3.0 4.4
Market
Newspaper Market Sizes and Growth Rates
192
2011 2012 2013 2014f 11 vs 10 12 vs 11 13 vs 12 14f vs 13
Austria 918 1,039 1,039 987 5.0 13.2 0.0 -5.0
Belgium 1,014 992 1,012 1,033 -0.9 -2.1 2.0 2.0
Denmark 835 709 638 619 0.9 -15.0 -10.0 -3.0
Finland 772 716 723 731 3.7 -7.2 1.0 1.0
France 1,882 1,628 1,579 1,532 -9.5 -13.5 -3.0 -3.0
Germany 3,957 3,712 3,523 3,389 -2.0 -6.2 -5.1 -3.8
Greece 99 77 67 68 -17.8 -21.6 -13.8 2.0
Ireland 309 253 232 230 -10.1 -18.1 -8.4 -0.6
Italy 1,469 1,189 1,030 930 -8.1 -19.0 -13.4 -9.7
Netherlands 1,328 1,223 1,150 1,094 -8.6 -7.9 -6.0 -4.9
Norway 1,097 1,027 971 917 0.3 -6.4 -5.4 -5.6
Portugal 36 43 37 36 -16.8 20.8 -15.0 -2.0
Spain 1,305 1,032 904 860 -14.2 -21.0 -12.4 -4.9
Sweden 1,272 1,119 1,086 1,086 1.7 -12.0 -3.0 0.0
Switzerland 1,388 1,355 1,301 1,193 3.2 -2.4 -4.0 -8.3
UK 4,903 4,756 4,589 4,520 -3.0 -3.0 -3.5 -1.5
Western Europe 22,584 20,872 19,881 19,224 -3.5 -7.6 -4.7 -3.3
Czech Rep 85 71 64 62 -9.4 -16.9 -9.0 -3.0
Estonia 26 26 26 26 4.3 -1.8 1.0 -0.5
Hungary 111 108 102 97 -12.5 -3.0 -5.0 -4.8
Latvia 10 8 8 8 -0.5 -16.5 -5.6 -2.2
Lithuania 23 20 19 18 0.0 -12.0 -5.0 -6.0
Poland 195 161 146 134 -14.9 -17.3 -9.4 -8.8
Romania 43 41 35 35 -10.0 -6.0 -15.0 0.0
Russia 807 824 840 857 5.6 2.0 2.0 2.0
Slovak Rep 1 1 1 1 -20.0 -15.0 -15.0 -15.0
Turkey 470 477 478 490 0.0 1.6 0.3 2.4
C&EE 1,772 1,737 1,720 1,728 -1.1 -2.0 -0.9 0.4
EUROPE 24,356 22,609 21,602 20,952 -3.4 -7.2 -4.5 -3.0
USA 27,137 24,966 23,943 22,890 -8.9 -8.0 -4.1 -4.4
Canada 2,353 2,241 2,124 2,002 -4.4 -4.7 -5.2 -5.7
North America 29,490 27,207 26,067 24,892 -8.5 -7.7 -4.2 -4.5
Australia 4,739 4,265 3,935 3,602 -8.7 -10.0 -7.7 -8.5
China 8,494 7,911 7,339 6,699 5.1 -6.9 -7.2 -8.7
Hong Kong 822 785 757 795 5.2 -4.6 -3.5 5.0
India 1,751 1,830 1,911 1,995 7.6 4.5 4.4 4.4
Indonesia 1,757 2,005 2,406 3,007 12.6 14.1 20.0 25.0
Japan 6,687 6,687 6,593 6,501 -5.0 0.0 -1.4 -1.4
Malaysia 1,208 1,193 1,232 1,288 12.0 -1.2 3.3 4.5
New Zealand 525 519 513 508 0.0 -1.1 -1.1 -1.1
Philippines 151 144 165 174 -2.3 -4.7 15.0 5.0
Singapore 590 603 616 631 3.4 2.3 2.1 2.5
South Korea 1,604 1,524 1,463 1,390 5.0 -5.0 -4.0 -5.0
Taiwan 291 259 247 251 -10.7 -10.8 -5.0 2.0
Thailand 646 669 669 669 -3.0 3.5 0.0 0.0
Vietnam 101 103 103 102 -10.3 2.7 0.0 -1.5
Asia Pacific 29,366 28,498 27,949 27,610 0.4 -3.0 -1.9 -1.2
Argentina 1,142 1,370 1,562 1,812 37.8 20.0 14.0 16.0
Brazil 1,343 1,410 1,467 1,511 3.8 5.0 4.0 3.0
Mexico 350 352 361 358 3.0 0.5 2.5 -0.6
Latin America 2,835 3,133 3,390 3,681 15.1 10.5 8.2 8.6
Bahrain 102 101 141 148 -6.7 -1.0 40.0 5.0
Egypt 263 44 55 68 -16.3 -83.4 25.0 25.0
Kuwait 343 369 388 399 -7.1 7.8 5.0 3.0
Lebanon 41 50 49 49 -12.4 19.8 -1.0 0.0
Morocco 46 51 93 97 0.5 12.5 79.9 5.0
Oman 145 185 204 224 14.5 27.9 10.0 10.0
Pan Arab 61 51 53 54 -8.2 -17.1 3.0 3.0
Qatar 158 185 213 245 -5.9 17.2 15.0 15.0
Saudi Arabia 681 690 711 732 13.6 1.4 3.0 3.0
UAE 541 537 564 598 -6.9 -0.6 5.0 6.0
Middle East & N.Africa 2,380 2,264 2,470 2,616 -1.9 -4.9 9.1 5.9
Israel 240 204 190 185 -2.4 -15.0 -6.9 -2.6
South Af rica 708 729 751 774 8.4 3.1 3.0 3.0
Other 948 933 941 959 5.4 -1.5 0.8 1.9
GLOBAL 89,375 84,644 82,420 80,711 -3.4 -5.3 -2.6 -2.1
Market
5
Magazine Market Sizes and Growth Rates
5
193
2011 2012 2013 2014f 11 vs 10 12 vs 11 13 vs 12 14f vs 13
Austria 710 663 630 611 7.9 -6.6 -5.0 -3.0
Belgium 365 348 341 365 -7.7 -4.7 -2.0 7.0
Denmark 164 147 133 129 -2.0 -10.0 -10.0 -3.0
Finland 209 194 196 198 2.0 -7.0 1.0 1.0
France 1,957 1,866 1,810 1,774 -1.1 -4.6 -3.0 -2.0
Germany 3,185 3,016 2,902 2,827 0.3 -5.3 -3.8 -2.6
Greece 96 72 63 60 -20.0 -25.0 -13.0 -4.3
Ireland 21 12 11 9 -23.8 -43.8 -11.1 -12.5
Italy 1,174 959 829 753 -3.6 -18.3 -13.5 -9.2
Netherlands 650 610 583 558 -6.3 -6.1 -4.4 -4.3
Norway 206 201 196 180 3.3 -2.3 -2.5 -8.2
Portugal 70 37 29 29 -21.0 -47.9 -20.0 -2.0
Spain 590 482 429 419 -5.9 -18.2 -11.0 -2.3
Sweden 319 284 273 273 5.8 -11.0 -4.0 0.0
Switzerland 807 802 802 802 2.7 -0.6 0.0 0.0
UK 1,678 1,620 1,547 1,516 -2.0 -3.5 -4.5 -2.0
Western Europe 12,201 11,314 10,774 10,502 -1.2 -7.3 -4.8 -2.5
Czech Rep 102 90 83 82 -11.4 -11.9 -8.0 -1.0
Estonia 6 6 6 6 11.0 3.2 -3.6 -2.2
Hungary 103 103 98 95 -15.2 0.2 -5.0 -3.0
Latvia 9 9 10 10 14.7 4.5 6.1 1.5
Lithuania 14 14 14 14 2.9 2.0 1.0 2.0
Poland 267 253 239 229 -13.0 -5.0 -5.6 -4.4
Romania 44 40 32 32 -10.0 -10.0 -20.0 0.0
Russia 774 784 784 784 8.3 1.3 0.0 0.0
Slovak Rep 2 2 1 1 -20.0 -15.0 -15.0 -15.0
Turkey 47 44 42 44 0.0 -6.1 -5.5 5.0
C&EE 1,367 1,345 1,308 1,296 -1.1 -1.6 -2.7 -0.9
EUROPE 13,568 12,659 12,083 11,799 -1.2 -6.7 -4.6 -2.3
USA 20,108 20,668 21,081 21,081 -1.5 2.8 2.0 0.0
Canada 496 489 478 473 -4.5 -1.4 -2.2 -1.1
North America 20,604 21,157 21,559 21,554 -1.6 2.7 1.9 0.0
Australia 768 682 648 609 -6.8 -11.2 -5.0 -5.9
China 1,093 1,174 1,249 1,319 14.2 7.4 6.5 5.6
Hong Kong 391 407 424 466 8.0 4.1 4.1 10.0
India 189 194 200 205 3.0 2.7 2.7 2.6
Indonesia 156 166 199 229 9.8 6.6 20.0 15.0
Japan 2,857 2,871 2,860 2,849 -5.0 0.5 -0.4 -0.4
Malaysia 38 38 41 44 -2.5 -1.7 9.5 7.1
New Zealand 193 189 190 191 5.5 -2.4 0.6 0.4
Philippines 35 34 37 41 6.9 -2.5 9.0 9.0
Singapore 67 66 65 64 5.1 -1.2 -1.2 -1.3
South Korea 472 468 463 458 4.0 -1.0 -1.0 -1.0
Taiwan 155 146 148 148 2.3 -5.9 2.0 0.0
Thailand 210 189 180 180 0.8 -10.1 -5.0 0.0
Vietnam n.a n.a n.a n.a n.a n.a n.a n.a
Asia Pacific 6,625 6,623 6,704 6,803 0.2 0.0 1.2 1.5
Argentina 157 203 231 268 34.4 29.0 14.0 16.0
Brazil 824 849 891 980 4.9 3.0 5.0 10.0
Mexico 158 163 152 149 4.5 3.4 -7.1 -1.8
Latin America 1,139 1,214 1,274 1,397 8.1 6.6 4.9 9.7
Bahrain 13 10 15 15 -5.2 -24.9 50.0 5.0
Egypt 10 1 2 2 -31.9 -84.6 25.0 25.0
Kuwait 39 38 40 41 -5.2 -2.8 5.0 3.0
Lebanon 42 44 43 43 1.8 3.4 -1.0 0.0
Morocco 33 38 n.a n.a 5.2 12.5 n.a n.a
Oman 7 7 8 9 0.3 2.5 10.0 10.0
Pan Arab 133 127 131 134 2.6 -4.4 3.0 3.0
Qatar 4 5 5 6 -0.2 35.3 15.0 15.0
Saudi Arabia 23 16 17 17 -21.1 -29.0 3.0 3.0
UAE 236 230 241 256 0.6 -2.8 5.0 6.0
Middle East & N.Africa 540 515 501 524 -1.1 -4.6 -2.7 4.6
Israel 40 39 37 36 -11.1 -2.5 -5.1 -2.7
South Af rica 274 254 241 229 3.0 -7.3 -5.0 -5.0
Other 314 293 278 265 1.0 -6.7 -5.0 -4.7
GLOBAL 42,789 42,461 42,399 42,341 -0.9 -0.8 -0.1 -0.1
Market
Radio Market Sizes and Growth Rates
194
2011 2012 2013 2014f 11 vs 10 12 vs 11 13 vs 12 14f vs 13
Austria 169 174 178 180 -0.2 3.3 2.0 1.0
Belgium 593 617 641 667 11.5 4.0 4.0 4.0
Denmark 45 45 45 47 47.0 -2.0 2.0 3.0
Finland 76 74 75 75 10.0 -3.1 1.0 1.0
France 996 1,002 1,016 1,027 0.5 0.5 1.5 1.0
Germany 1,029 1,049 1,059 1,069 0.9 1.9 1.0 1.0
Greece 60 47 41 41 -19.6 -22.2 -11.4 0.0
Ireland 141 128 125 128 -10.2 -9.4 -2.1 2.1
Italy 673 604 555 528 -10.5 -10.2 -8.1 -4.8
Netherlands 310 312 316 320 0.9 0.4 1.3 1.3
Norway 101 106 110 108 0.2 5.0 3.9 -2.1
Portugal 47 42 39 41 -0.1 -12.0 -5.0 3.0
Spain 609 530 481 489 -5.4 -13.1 -9.2 1.7
Sweden 113 96 93 92 1.9 -15.0 -3.0 -1.0
Switzerland 191 194 195 193 9.2 1.6 0.4 -1.0
UK 673 699 712 727 1.8 3.8 2.0 2.0
Western Europe 5,828 5,716 5,682 5,731 -0.2 -1.9 -0.6 0.9
Czech Rep 61 55 50 46 -9.5 -10.0 -10.0 -7.0
Estonia 10 10 10 10 10.6 2.2 1.1 1.4
Hungary 58 48 57 50 -37.7 -17.1 18.8 -13.3
Latvia 10 9 9 9 -3.3 -7.8 -0.7 -2.2
Lithuania 10 10 10 11 3.8 0.0 0.0 1.0
Poland 251 261 267 268 1.0 4.1 2.1 0.5
Romania 18 17 16 16 -5.0 -5.0 -5.0 0.0
Russia 460 566 651 716 13.9 23.0 15.0 10.0
Slovak Rep 1 1 1 1 -11.0 -10.0 -10.0 -10.0
Turkey 60 55 54 56 5.0 -8.6 -1.8 5.0
C&EE 939 1,032 1,124 1,182 2.2 10.0 8.9 5.2
EUROPE 6,766 6,748 6,807 6,913 0.1 -0.3 0.9 1.6
USA 17,487 17,662 17,662 18,015 2.8 1.0 0.0 2.0
Canada 561 574 592 605 4.6 2.2 3.1 2.2
North America 18,048 18,236 18,254 18,620 2.9 1.0 0.1 2.0
Australia 1,049 1,031 1,041 1,031 0.7 -1.8 1.0 -1.0
China 1,655 1,833 2,005 2,181 27.6 10.7 9.4 8.8
Hong Kong 89 79 79 81 3.2 -11.4 0.0 3.0
India 208 225 243 263 6.0 8.0 8.0 8.0
Indonesia 89 93 107 139 8.0 4.0 15.0 30.0
Japan 1,358 1,358 1,353 1,347 -5.0 0.0 -0.4 -0.4
Malaysia 126 132 144 154 4.6 4.9 9.7 6.8
New Zealand 216 209 214 218 7.1 -3.1 2.0 2.0
Philippines 390 337 354 372 35.9 -13.7 5.0 5.0
Singapore 98 103 106 107 0.4 5.2 2.9 1.1
South Korea 250 240 233 226 5.0 -4.0 -3.0 -3.0
Taiwan 113 97 99 100 -7.7 -14.1 2.0 1.0
Thailand 209 221 228 228 -5.2 5.9 3.0 0.0
Vietnam 1 1 1 1 -27.8 -2.0 -2.0 -2.0
Asia Pacific 5,852 5,959 6,205 6,447 7.9 1.8 4.1 3.9
Argentina 106 152 175 203 33.1 44.0 15.0 16.0
Brazil 449 471 495 554 2.7 5.0 5.0 12.0
Mexico 483 484 502 518 1.4 0.2 3.6 3.3
Latin America 1,038 1,108 1,172 1,276 4.5 6.8 5.8 8.9
Bahrain n.a n.a n.a n.a n.a n.a n.a n.a
Egypt 30 5 7 8 -17.3 -81.9 25.0 25.0
Kuwait 10 8 9 9 7.5 -15.3 5.0 3.0
Lebanon 40 45 44 44 7.3 12.9 -1.0 0.0
Morocco 100 58 61 64 40.5 -41.8 4.0 5.0
Oman n.a n.a n.a n.a n.a n.a n.a n.a
Pan Arab n.a n.a n.a n.a n.a n.a n.a n.a
Qatar 3 5 6 7 n.a 55.1 15.0 15.0
Saudi Arabia 110 148 152 157 67.3 33.8 3.0 3.0
UAE 78 104 109 116 10.9 33.8 5.0 6.0
Middle East & N.Africa 371 373 388 404 28.1 0.8 3.8 4.4
Israel 55 53 53 55 17.0 -3.6 0.0 3.8
South Af rica 434 502 562 630 22.1 15.8 12.0 12.0
Other 489 555 615 685 21.5 13.6 10.9 11.3
GLOBAL 32,564 32,979 33,440 34,345 3.7 1.3 1.4 2.7
Market
7
Cinema Market Sizes and Growth Rates
7
195
2011 2012 2013 2014f 11 vs 10 12 vs 11 13 vs 12 14f vs 13
Austria 12 11 11 11 -0.6 -7.1 0.0 0.0
Belgium 41 44 45 47 19.2 6.5 1.5 4.5
Denmark 15 18 19 19 -9.0 17.0 5.0 2.0
Finland 3 3 3 3 -10.3 -19.2 0.0 0.5
France 140 147 140 133 16.7 4.8 -4.5 -5.0
Germany n.a n.a n.a n.a n.a n.a n.a n.a
Greece n.a n.a n.a n.a n.a n.a n.a n.a
Ireland 9 9 9 11 -22.2 0.0 0.0 14.3
Italy 62 50 40 36 -25.5 -18.7 -20.9 -8.7
Netherlands 7 7 8 9 -3.5 0.0 14.5 11.1
Norway 26 27 26 29 5.8 3.4 -3.3 8.8
Portugal 3 2 1 1 -13.3 -23.7 -25.0 0.0
Spain 25 20 18 17 3.1 -20.2 -9.3 -5.1
Sweden 19 19 19 19 4.6 -1.0 5.0 0.0
Switzerland 27 28 28 27 -11.9 1.4 0.0 -2.0
UK 265 268 284 292 -5.3 0.8 6.0 3.0
Western Europe 656 653 652 655 -2.3 -0.5 -0.1 0.5
Czech Rep 4 4 4 3 -18.0 0.0 -10.0 -10.0
Estonia n.a n.a n.a n.a n.a n.a n.a n.a
Hungary 5 6 6 5 2.8 19.6 0.0 -14.6
Latvia 0 0 0 1 -26.8 0.0 10.0 6.3
Lithuania 0.4 0.5 1 1 11.1 35.0 25.0 10.0
Poland 64 64 64 65 0.0 0.5 0.0 1.0
Romania 4 3 3 3 0.0 -10.0 -5.0 0.0
Russia 162 193 222 256 32.4 19.3 15.0 15.0
Slovak Rep 0 0 0 0 0.0 0.0 0.0 0.0
Turkey 26 25 27 28 5.0 -2.7 5.7 5.3
C&EE 266 298 328 362 17.7 11.9 10.1 10.4
EUROPE 922 950 980 1,018 2.7 3.0 3.1 3.9
USA 1,066 1,119 1,153 1,188 3.0 5.0 3.0 3.0
Canada n.a n.a n.a n.a n.a n.a n.a n.a
North America 1,066 1,119 1,153 1,188 3.0 5.0 3.0 3.0
Australia 82 103 113 124 -20.2 25.3 10.1 9.2
China n.a n.a n.a n.a n.a n.a n.a n.a
Hong Kong n.a n.a n.a n.a n.a n.a n.a n.a
India 134 144 152 162 7.0 7.0 6.0 6.5
Indonesia 1 1 1 1 -5.0 10.0 5.0 5.0
Japan n.a n.a n.a n.a n.a n.a n.a n.a
Malaysia 7 12 13 14 -8.3 68.2 8.1 7.5
New Zealand 8 7 7 7 12.5 -3.3 -2.3 -3.5
Philippines 5 5 5 5 5.0 5.0 5.0 5.0
Singapore 5 6 6 6 -7.3 4.5 -1.4 2.9
South Korea 104 114 126 139 6.7 10.0 10.0 10.0
Taiwan 6 7 7 7 25.4 10.9 0.0 2.0
Thailand 241 405 465 521 19.7 67.7 15.0 12.0
Asia Pacific 594 804 896 986 6.3 35.3 11.5 10.1
Argentina 43 51 59 70 29.6 17.0 17.0 19.0
Brazil 34 37 39 44 -8.5 10.0 5.0 12.0
Mexico 54 51 52 50 4.5 -6.0 2.5 -5.1
Latin America 131 139 150 164 7.4 5.7 8.5 8.8
Bahrain 4 1 1 1 41.9 -81.1 61.5 5.0
Egypt n.a 3 4 5 n.a n.a 25.0 25.0
Kuwait n.a n.a n.a n.a n.a n.a n.a n.a
Lebanon 2 2 2 2 149.6 0.9 -1.0 0.0
Morocco n.a n.a n.a n.a n.a n.a n.a n.a
Qatar n.a n.a n.a n.a n.a n.a n.a n.a
Saudi Arabia n.a n.a n.a n.a n.a n.a n.a n.a
UAE 13 18 19 20 -14.3 36.9 5.0 6.0
Middle East & N.Africa 18 24 26 28 -0.4 27.4 9.1 8.6
Israel 10 10 10 11 -2.0 3.1 1.0 10.0
South Af rica 47 n.a n.a n.a 69.9 n.a n.a n.a
Other 57 10 10 11 51.2 -82.6 1.0 10.0
GLOBAL 2,789 3,045 3,215 3,394 4.5 9.2 5.6 5.6
Market
Outdoor Market Sizes and Growth Rates
196
2011 2012 2013 2014f 11 vs 10 12 vs 11 13 vs 12 14f vs 13
Austria 169 177 185 195 2.7 4.7 5.0 5.0
Belgium 392 398 406 413 15.7 1.7 2.0 1.6
Denmark 112 98 96 94 -7.0 -13.0 -2.0 -2.0
Finland 58 58 58 59 13.2 -0.7 1.0 2.0
France 1,604 1,508 1,508 1,478 1.3 -6.0 0.0 -2.0
Germany 731 716 723 729 1.5 -2.1 1.0 0.9
Greece 31 25 23 27 -39.5 -17.4 -10.5 17.6
Ireland 73 68 65 67 -14.1 -7.3 -3.9 2.0
Italy 739 617 510 444 -11.8 -16.5 -17.3 -13.0
Netherlands 212 213 214 216 0.6 0.6 0.6 0.6
Norway 102 104 105 108 12.1 2.3 0.2 3.3
Portugal 96 69 55 55 -8.7 -27.9 -20.0 0.0
Spain 414 340 311 316 -6.2 -17.8 -8.6 1.7
Sweden 190 171 171 169 10.6 -10.0 0.0 -1.0
Switzerland 325 331 336 334 4.2 1.6 1.6 -0.6
UK 1,395 1,524 1,478 1,511 0.7 9.2 -3.0 2.2
Western Europe 6,643 6,417 6,245 6,215 -0.4 -3.4 -2.7 -0.5
Czech Rep 84 77 69 69 -5.4 -8.0 -11.0 0.0
Estonia 9 9 10 10 15.2 0.5 11.3 -2.7
Hungary 83 84 81 78 4.9 0.7 -3.0 -4.0
Latvia 9 10 11 11 -1.9 13.0 8.5 5.5
Lithuania 9 9 9 9 9.1 -3.0 0.0 2.0
Poland 210 204 198 196 0.0 -3.1 -3.0 -1.0
Romania 24 20 20 20 0.0 -15.0 0.0 0.0
Russia 1,340 1,474 1,622 1,784 15.7 10.0 10.0 10.0
Slovak Rep 1 1 1 1 -10.0 -10.0 -10.0 -10.0
Turkey 159 164 175 184 15.0 3.5 6.4 5.0
C&EE 1,928 2,052 2,195 2,361 11.8 6.4 6.9 7.6
EUROPE 8,571 8,469 8,440 8,575 2.1 -1.2 -0.3 1.6
USA 5,861 6,183 6,542 6,875 3.0 5.5 5.8 5.1
Canada 484 494 507 521 0.6 2.1 2.6 2.8
North America 6,345 6,677 7,049 7,396 2.8 5.2 5.6 4.9
Australia 513 524 536 552 3.4 2.0 2.4 2.9
China 7,718 9,058 9,897 11,382 28.7 17.4 9.3 15.0
Hong Kong 406 463 510 571 17.4 14.2 10.0 12.0
India 329 356 397 443 12.0 8.2 11.5 11.5
Indonesia 143 164 197 246 36.1 15.0 20.0 25.0
Japan 5,245 5,245 5,339 5,435 -5.0 0.0 1.8 1.8
Malaysia 39 46 57 68 -0.8 18.5 24.8 18.8
New Zealand 65 59 59 59 11.4 -10.3 0.0 0.0
Philippines 460 506 582 640 15.0 10.0 15.0 10.0
Singapore 94 112 124 137 2.8 18.6 11.2 10.5
South Korea 745 782 822 863 7.0 5.0 5.0 5.0
Taiwan 119 115 115 118 11.2 -3.2 0.0 2.0
Thailand 284 341 392 439 19.0 20.0 15.0 12.0
Asia Pacific 16,160 17,772 19,028 20,952 12.3 10.0 7.1 10.1
Argentina 170 180 207 242 25.1 6.0 15.0 17.0
Brazil 343 384 430 516 12.1 12.0 12.0 20.0
Mexico 340 336 355 364 4.5 -1.1 5.6 2.4
Latin America 853 900 992 1,122 11.2 5.6 10.2 13.1
Bahrain 2 2 3 3 -30.3 3.6 61.5 5.0
Egypt n.a n.a n.a n.a n.a n.a n.a n.a
Kuwait 14 46 48 49 5.0 217.3 5.0 3.0
Lebanon 95 114 112 112 15.2 19.0 -1.0 0.0
Morocco 58 92 96 101 17.0 58.2 4.0 5.0
Qatar 40 33 38 44 n.a -17.3 15.0 15.0
Saudi Arabia 179 217 223 230 4.7 21.2 3.0 3.0
UAE 349 345 363 384 10.3 -1.2 5.0 6.0
Middle East & N.Africa 738 848 883 924 16.0 14.9 4.1 4.6
Israel 45 42 44 48 -4.3 -7.8 6.0 9.1
South Af rica 140 162 181 199 11.7 15.8 12.0 10.0
Other 185 203 225 247 7.3 10.1 10.8 9.8
GLOBAL 32,851 34,869 36,616 39,216 7.6 6.1 5.0 7.1
Market
9
Digital Market Sizes and Growth Rates
9
197
2011 2012 2013 2014f 11 vs 10 12 vs 11 13 vs 12 14f vs 13
Austria 82 107 123 135 -11.8 29.3 15.0 10.0
Belgium 252 268 280 292 12.5 6.3 4.5 4.3
Denmark 456 483 507 523 8.0 6.0 5.0 3.0
Finland 296 320 339 367 7.9 8.1 6.0 8.0
France 2,286 2,449 2,580 2,720 14.4 7.1 5.4 5.4
Germany 2,755 3,002 3,242 3,517 9.9 8.9 8.0 8.5
Greece 32 36 41 48 20.0 12.5 14.8 16.1
Ireland 175 202 234 260 21.3 16.0 15.8 10.8
Italy 1,602 1,805 1,999 2,203 16.9 12.7 10.8 10.2
Netherlands 1,423 1,527 1,659 1,790 11.9 7.3 8.6 8.0
Norway 778 840 900 953 10.4 7.9 7.2 5.9
Portugal 42 47 51 57 10.1 10.3 10.0 10.0
Spain 1,158 1,191 1,215 1,269 11.6 2.8 2.0 4.4
Sweden 954 1,001 1,121 1,177 12.6 5.0 12.0 5.0
Switzerland 155 163 195 195 6.9 4.9 20.0 0.0
UK 7,530 8,132 8,945 9,929 16.8 8.0 10.0 11.0
Western Europe 19,976 21,572 23,434 25,435 13.8 8.0 8.6 8.5
Czech Rep 165 180 185 194 12.7 9.0 3.0 5.0
Estonia 15 16 17 18 16.0 7.0 5.0 6.3
Hungary 132 150 158 162 4.7 13.5 5.1 2.4
Latvia 13 15 18 20 16.7 15.7 15.6 15.5
Lithuania 11 13 15 18 12.0 18.0 18.0 22.0
Poland 294 321 347 378 25.0 9.1 8.1 9.0
Romania 27 29 32 36 20.0 10.0 10.0 10.0
Russia 1,631 2,198 2,812 3,507 56.0 34.7 28.0 24.7
Slovak Rep 2 2 2 3 56.8 24.6 12.2 8.2
Turkey 179 204 231 257 25.8 14.4 12.8 11.4
C&EE 2,469 3,128 3,817 4,593 40.8 26.7 22.0 20.3
EUROPE 22,444 24,701 27,251 30,028 16.3 10.1 10.3 10.2
USA 26,816 31,350 35,614 40,529 21.7 16.9 13.6 13.8
Canada 2,249 2,570 2,945 3,354 16.7 14.3 14.6 13.9
North America 29,065 33,920 38,559 43,883 21.3 16.7 13.7 13.8
Australia 2,769 3,266 3,792 4,322 17.5 17.9 16.1 14.0
China 4,689 6,741 9,437 12,740 34.9 43.7 40.0 35.0
Hong Kong 154 250 350 490 26.2 62.0 40.0 40.0
India 133 185 251 339 50.0 39.0 35.5 35.2
Indonesia n.a n.a n.a n.a n.a n.a n.a n.a
Japan 8,350 9,102 9,957 10,893 -2.1 9.0 9.4 9.4
Malaysia 27 35 44 56 23.5 28.6 25.0 26.7
New Zealand 258 296 333 371 19.8 14.6 12.7 11.3
Philippines 96 111 127 146 15.0 15.0 15.0 15.0
Singapore 27 29 36 41 16.7 7.1 22.2 13.6
South Korea 1,702 1,786 1,854 1,904 18.4 5.0 3.8 2.7
Taiwan 348 390 418 447 19.5 12.2 7.0 7.0
Thailand 16 19 23 28 62.1 21.9 20.0 20.0
Vietnam 30 39 51 66 n.a 30.0 30.0 30.0
Asia Pacific 18,601 22,249 26,673 31,843 11.7 19.6 19.9 19.4
Argentina 198 306 398 518 86.3 55.0 30.0 30.0
Brazil 590 738 886 1,063 21.6 25.0 20.0 20.0
Mexico 311 362 408 480 24.2 16.5 12.6 17.7
Latin America 1,099 1,406 1,691 2,060 30.5 28.0 20.3 21.8
Israel 136 136 144 160 -9.3 0.0 5.9 11.1
South Af rica 75 82 88 92 13.8 10.0 7.0 5.0
Other 211 218 232 252 -2.3 3.5 6.3 8.8
GLOBAL 71,419 82,495 94,407 108,066 17.1 15.5 14.4 14.5
Market
TV % Share of Advertising Expenditure
198
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014f
Austria 23.7 24.2 22.2 21.9 21.5 21.8 23.4 22.6 22.8 23.6
Belgium 40.2 39.8 39.6 40.0 41.3 42.5 42.2 41.9 41.4 40.7
Denmark 21.1 19.7 18.9 18.4 18.3 18.7 19.9 19.8 19.8 20.0
Finland 19.5 19.8 18.9 18.9 19.7 20.8 21.1 21.5 21.8 22.3
France 34.6 34.9 35.4 32.7 32.8 34.4 34.4 34.0 33.5 33.8
Germany 35.5 34.7 33.8 33.3 33.5 34.1 33.8 34.1 34.4 34.6
Greece 60.8 60.5 61.3 59.1 58.2 58.2 58.3 58.4 57.6 57.2
Ireland 28.6 28.6 28.5 28.6 28.5 28.8 28.5 28.7 29.1 28.9
Italy 54.1 52.3 51.2 51.4 51.6 53.0 52.9 51.1 51.2 52.1
Netherlands 22.9 19.9 19.1 19.9 21.0 24.8 25.6 25.4 25.5 25.8
Norway 21.2 21.0 19.4 19.7 19.8 19.9 20.8 21.9 22.6 22.9
Portugal 56.7 56.5 56.6 56.9 57.9 58.3 57.4 57.6 57.3 57.9
Spain 44.1 43.6 43.4 44.3 43.9 44.2 42.8 40.7 39.6 40.1
Sweden 22.6 22.0 21.2 21.6 22.5 23.3 23.9 26.0 26.2 26.2
Switzerland 23.1 23.6 25.4 26.2 28.6 29.6 30.6 31.0 31.8 33.9
UK 29.6 27.9 26.9 26.5 27.4 28.7 28.7 27.9 27.5 26.9
Western Europe 35.4 34.4 33.7 33.2 33.6 34.5 34.2 33.4 33.1 33.2
Czech Republic 52.3 52.1 50.5 47.4 44.7 44.1 44.6 45.1 41.7 40.4
Estonia 27.1 26.7 26.7 27.0 29.3 31.9 31.6 30.8 29.9 29.7
Hungary 33.4 31.3 28.8 26.8 31.1 28.2 30.0 29.9 28.1 26.4
Latvia 33.9 35.7 34.9 35.7 39.2 44.7 45.1 47.4 47.5 47.6
Lithuania 42.6 43.5 45.7 42.6 44.0 47.1 47.5 48.6 49.0 50.0
Poland 49.7 52.9 54.0 55.0 53.2 56.8 56.9 55.8 55.3 55.8
Romania 62.7 63.5 64.0 65.7 64.3 62.4 61.6 59.2 54.2 53.6
Russia 46.3 47.5 49.4 47.0 52.3 50.7 49.7 48.0 46.4 44.9
Slovak Rep 45.5 43.9 43.9 42.4 41.1 41.9 44.6 44.3 44.3 44.3
Turkey 50.4 52.0 53.2 52.1 52.1 55.7 56.4 56.4 56.8 56.7
C&EE 47.1 48.5 49.7 48.4 50.8 51.2 50.8 49.5 48.1 47.0
Europe 36.6 35.9 35.7 35.4 35.8 36.8 36.7 36.0 35.6 35.6
USA 37.2 37.0 36.3 38.3 39.5 40.9 40.1 40.4 40.1 39.9
Canada 41.0 38.7 34.4 37.4 35.5 35.3 34.4 33.7 33.1 32.7
North America 37.3 37.1 36.2 38.2 39.3 40.6 39.8 40.0 39.7 39.5
Australia 29.9 28.9 28.4 27.3 27.7 29.7 29.3 28.9 28.6 28.3
China 66.0 67.1 67.4 65.2 66.0 63.5 62.1 59.7 57.7 55.1
Hong Kong 33.4 34.0 30.4 29.7 29.5 27.9 25.7 25.4 25.1 24.5
India 38.6 38.0 37.0 36.8 37.2 37.2 37.2 37.1 37.0 36.8
Indonesia 61.9 59.4 57.0 54.3 53.9 54.8 56.6 58.9 57.9 57.0
Japan 43.6 42.7 42.1 42.2 43.2 42.8 43.4 43.4 43.0 42.6
Malaysia 27.5 29.8 31.5 33.8 35.7 36.6 45.1 47.4 47.9 48.7
New Zealand 31.1 30.3 29.3 29.4 29.5 29.9 29.0 29.2 29.0 28.9
Philippines 69.2 70.3 70.6 69.3 67.5 64.6 64.0 68.0 67.0 66.3
Singapore 31.9 39.6 33.2 33.2 33.2 31.8 31.9 30.4 29.0 27.9
South Korea 41.7 41.7 40.9 39.4 37.8 37.7 37.6 35.9 34.5 33.7
Taiwan 40.7 37.1 36.0 37.0 40.8 41.4 42.3 40.7 40.3 39.9
Thailand 48.2 49.7 48.6 47.6 50.5 52.7 52.4 51.2 51.1 51.7
Vietnam 71.5 75.2 75.7 77.2 81.8 82.1 83.1 85.6 87.0 89.0
Asia Pacific 47.2 47.6 47.5 47.7 49.8 49.4 49.9 49.3 48.5 47.5
Argentina 46.3 50.9 47.1 47.0 47.5 47.5 44.3 43.6 43.5 43.5
Brazil 63.5 64.5 64.2 63.9 65.7 67.6 68.0 69.2 69.6 71.2
Mexico 64.9 64.4 63.5 64.2 64.9 66.2 65.6 65.7 65.0 65.2
Latin America 62.8 63.4 62.3 62.2 63.2 64.4 63.4 63.7 63.4 64.4
Bahrain 13.4 10.8 10.1 11.1 13.2 20.7 12.9 17.4 22.1 22.1
Egypt 46.1 36.8 23.6 17.1 48.9 67.7 57.6 78.8 78.8 78.8
Kuwait 3.4 3.9 2.6 13.6 26.0 30.6 31.4 29.0 29.0 29.0
Lebanon 37.4 34.4 43.1 47.9 50.2 71.2 70.0 52.6 52.6 52.6
Morocco 86.7 63.0 57.6 49.1 47.5 52.7 41.1 35.1 35.1 35.1
Oman 16.9 12.7 10.4 6.1 4.8 4.6 3.6 3.1 3.1 3.1
Pan Arab 84.4 87.1 89.7 90.7 92.8 94.2 94.8 95.9 95.9 95.9
Qatar 4.4 3.9 5.3 5.6 3.5 4.6 4.0 3.9 3.9 3.9
Saudi Arabia 6.1 5.4 4.5 4.6 3.9 4.1 5.8 4.6 4.6 4.6
UAE 3.0 2.1 1.7 1.7 2.8 3.1 4.4 4.4 4.4 4.4
Middle East &
N.Africa 38.7 38.2 41.7 39.1 47.7 56.0 55.1 56.1 55.7 55.3
Israel 33.2 33.4 36.4 38.8 39.3 42.0 41.6 41.9 43.0 0.0
South Af rica 34.1 35.1 37.1 37.6 38.7 44.9 44.2 45.9 46.9 47.5
Other 33.7 34.6 36.9 38.0 38.9 44.1 43.6 45.0 46.1 46.6
GLOBAL 40.4 40.3 39.9 40.9 42.6 43.6 43.5 43.4 43.1 42.9
11
Newspaper % Share of Advertising
Expenditure
11
199
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014f
Austria 29.4 29.7 31.1 31.7 33.5 34.7 34.1 37.0 37.0 35.6
Belgium 24.3 26.1 25.4 24.5 24.2 23.1 22.1 21.6 21.8 21.7
Denmark 50.5 51.9 51.6 47.5 44.9 42.4 41.1 36.5 34.6 34.6
Finland 54.3 53.7 51.1 48.6 45.0 43.7 43.1 41.2 40.6 39.6
France 10.7 21.3 20.8 18.9 17.3 15.6 13.9 12.5 12.2 11.7
Germany 24.0 23.3 22.5 22.7 24.2 23.2 22.5 21.3 20.2 19.2
Greece 11.1 11.2 11.3 11.6 12.1 12.8 13.0 12.5 12.0 11.9
Ireland 43.6 42.7 40.7 38.7 34.2 31.8 30.3 26.8 24.3 23.3
Italy 15.2 14.1 15.0 14.5 13.9 12.8 12.1 11.1 10.1 9.1
Netherlands 42.1 36.1 35.3 33.8 31.9 27.7 25.1 23.4 21.8 20.4
Norway 49.1 47.1 45.7 42.9 40.0 39.6 37.6 34.8 32.6 30.8
Portugal 8.2 7.8 7.4 7.5 6.3 5.5 5.2 7.6 7.3 6.9
Spain 26.7 26.2 25.4 22.6 21.1 19.8 18.2 17.0 16.3 15.3
Sweden 45.4 43.0 41.1 38.2 36.8 35.5 33.8 30.8 29.0 28.5
Switzerland 34.5 36.4 38.6 37.1 35.2 33.9 33.3 32.6 31.0 28.7
UK 35.5 33.5 31.4 28.5 25.3 23.2 21.3 20.2 19.0 17.9
Western Europe 27.4 27.9 27.3 25.7 24.4 23.0 21.9 20.9 20.0 19.0
Czech Republic 13.9 13.9 12.1 10.9 10.5 10.2 9.4 8.1 8.3 8.2
Estonia 44.0 43.1 40.0 36.0 33.3 28.7 27.4 26.8 26.6 26.3
Hungary 21.7 20.4 20.3 18.4 17.0 16.5 15.8 15.1 14.6 14.7
Latvia 28.6 24.9 22.0 18.2 14.3 11.2 10.6 8.3 7.3 6.8
Lithuania 29.2 27.9 24.9 24.9 21.8 18.5 17.6 15.3 14.0 12.8
Poland 12.9 11.6 10.6 9.7 9.5 7.7 6.6 5.6 5.2 4.7
Romania 13.4 12.8 12.7 11.6 10.6 10.9 10.4 11.1 11.5 11.4
Russia 16.1 14.0 12.5 13.6 10.0 9.0 7.8 7.1 6.5 6.0
Slovak Rep 16.1 17.1 17.1 16.0 15.1 14.1 11.4 10.1 9.1 8.1
Turkey 35.6 32.9 29.9 29.4 27.0 23.7 21.8 21.4 20.5 20.0
C&EE 18.4 16.8 15.2 14.7 12.5 11.2 10.0 9.1 8.5 7.9
Europe 26.5 26.6 25.8 24.1 22.9 21.4 20.1 19.0 18.0 17.0
USA 26.9 25.4 23.8 22.2 21.1 18.3 16.5 14.6 13.5 12.4
Canada 34.3 34.2 36.4 25.5 25.7 26.9 25.1 23.3 21.4 19.4
North America 27.2 25.8 24.3 22.3 21.4 18.8 17.0 15.1 13.9 12.8
Australia 45.2 43.2 42.6 42.0 39.9 36.5 33.8 30.7 27.9 25.2
China 21.0 19.5 18.2 16.7 15.6 14.9 13.6 11.9 10.4 8.8
Hong Kong 36.0 35.6 33.8 32.8 31.3 33.2 32.8 29.5 26.8 25.0
India 42.1 41.6 40.9 41.6 40.8 40.6 40.0 39.2 38.1 37.0
Indonesia 26.9 29.9 33.1 36.1 37.2 37.3 35.5 33.9 34.8 35.7
Japan 21.6 20.6 19.3 17.7 16.3 15.8 15.4 15.0 14.4 13.8
Malaysia 62.0 58.8 57.1 55.2 52.9 52.3 45.9 43.1 41.9 40.7
New Zealand 38.8 37.9 37.0 34.5 32.2 30.9 29.4 28.7 27.7 26.7
Philippines 7.9 6.8 7.7 7.2 5.6 5.7 4.8 4.1 4.3 4.2
Singapore 48.4 41.7 45.1 44.7 44.0 45.6 45.6 45.7 45.9 46.2
South Korea 26.5 24.8 24.8 23.7 23.2 21.4 20.4 19.1 17.9 16.6
Taiwan 28.3 27.1 25.5 21.4 19.0 19.0 16.3 15.2 14.2 14.1
Thailand 28.1 25.4 25.5 24.7 21.9 20.4 19.2 17.7 16.7 15.6
Vietnam 28.2 24.6 24.0 22.5 17.9 17.6 12.8 10.4 8.6 6.6
Asia Pacific 26.0 24.6 23.9 22.5 21.1 20.3 19.0 17.6 16.4 15.2
Argentina 35.0 29.4 34.0 33.1 32.0 33.4 35.0 34.1 33.5 32.9
Brazil 16.7 16.0 16.8 16.3 14.3 12.5 12.0 11.2 10.6 9.3
Mexico 8.5 9.6 9.3 8.4 7.9 7.2 7.1 6.9 6.9 6.5
Latin America 15.4 15.0 16.1 15.7 14.6 14.0 14.6 14.4 14.3 13.5
Bahrain 69.1 68.2 74.6 69.9 73.8 67.8 73.8 73.8 68.9 68.9
Egypt 48.0 47.3 59.8 70.0 43.1 27.9 36.9 17.2 17.2 17.2
Kuwait 73.4 73.4 76.4 71.5 61.3 59.1 57.9 56.8 56.8 56.8
Lebanon 15.5 15.5 12.8 11.0 11.9 6.5 5.6 9.3 9.3 9.3
Morocco 6.1 17.0 13.4 14.8 13.0 10.9 11.3 13.9 24.1 24.1
Oman 80.3 85.7 86.5 91.3 89.6 90.3 91.9 93.2 93.2 93.2
Pan Arab 7.0 5.4 3.7 3.1 2.6 2.0 1.6 1.2 1.2 1.2
Qatar 93.8 92.9 91.3 90.8 93.8 93.4 74.1 78.0 78.0 78.0
Saudi Arabia 77.7 72.9 73.7 74.5 79.2 66.4 64.6 61.5 61.5 61.5
UAE 74.6 70.8 77.4 67.5 47.3 46.2 42.5 41.6 41.6 41.6
Middle East &
North Africa 44.9 43.4 42.0 42.5 33.4 27.2 26.4 24.7 25.7 26.0
Israel 44.0 43.1 36.0 32.8 30.1 26.2 26.6 24.5 22.7 21.4
South Af rica 29.2 29.2 29.4 28.3 27.8 24.1 23.5 22.8 21.9 21.1
Other 34.4 33.7 31.4 29.6 28.5 24.7 24.2 23.2 22.0 21.2
GLOBAL 26.6 25.6 24.6 23.0 21.7 20.0 18.6 17.1 16.0 14.9
Magazines % Share of Advertising
Expenditure
200
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014f
Austria 29.3 28.8 29.8 29.1 26.5 26.1 26.4 23.6 22.5 22.0
Belgium 11.5 10.7 10.3 10.0 9.3 8.9 7.9 7.6 7.3 7.7
Denmark 11.8 11.9 11.3 11.5 9.5 8.6 8.1 7.6 7.2 7.2
Finland 16.4 16.3 15.2 14.3 13.0 12.0 11.6 11.2 11.0 10.7
France 31.1 19.7 18.8 16.6 15.3 14.8 14.5 14.3 13.9 13.6
Germany 24.3 23.8 22.7 22.1 18.5 18.3 18.1 17.3 16.6 16.0
Greece 13.6 13.5 13.0 13.5 12.7 12.8 12.6 11.6 11.3 10.5
Ireland 3.7 3.5 3.2 2.8 2.5 2.6 2.1 1.3 1.1 0.9
Italy 13.5 15.5 14.2 12.6 11.0 9.8 9.7 9.0 8.2 7.4
Netherlands 22.9 19.6 18.6 17.6 15.1 13.2 12.3 11.7 11.1 10.4
Norway 9.1 8.5 7.7 7.7 7.4 7.2 7.0 6.8 6.6 6.0
Portugal 14.9 14.8 14.7 13.3 11.8 11.4 10.2 6.5 5.9 5.5
Spain 10.1 9.4 9.0 8.9 8.5 8.1 8.2 8.0 7.7 7.5
Sweden 12.6 11.8 11.2 10.9 9.3 8.6 8.5 7.8 7.3 7.1
Switzerland 26.1 24.2 21.3 21.0 19.4 19.8 19.4 19.3 19.1 19.3
UK 13.7 13.0 11.8 11.0 9.0 7.9 7.3 6.9 6.4 6.0
Western Europe 18.3 16.4 15.4 14.6 12.9 12.2 11.8 11.3 10.8 10.4
Czech Republic 15.1 15.0 14.7 13.7 12.8 12.4 11.2 10.3 10.6 10.7
Estonia 11.7 11.4 10.7 9.9 6.8 6.3 6.4 6.6 6.3 6.1
Hungary 22.2 22.8 22.7 20.2 16.9 15.8 14.6 14.5 14.0 14.3
Latvia 15.8 14.7 17.3 16.0 11.0 8.9 9.7 9.4 9.4 9.0
Lithuania 12.1 12.3 12.8 12.9 10.9 10.5 10.3 10.3 10.1 10.0
Poland 17.7 16.0 14.9 13.9 12.2 10.2 9.0 8.8 8.5 8.0
Romania 12.0 11.5 12.4 11.8 10.8 11.1 10.6 10.8 10.5 10.4
Russia 11.5 10.6 10.3 11.9 9.3 8.4 7.5 6.8 6.1 5.5
Slovak Rep 19.1 18.2 18.2 17.7 17.8 16.8 13.6 12.1 10.8 9.7
Turkey 3.8 3.8 3.7 3.5 2.6 2.4 2.2 2.0 1.8 1.8
C&EE 13.2 12.2 11.7 12.0 9.9 8.7 7.7 7.1 6.5 6.0
Europe 17.8 16.0 14.9 14.2 12.5 11.7 11.2 10.6 10.1 9.6
USA 13.9 13.8 14.6 13.7 12.6 12.6 12.2 12.1 11.9 11.5
Canada 7.2 6.6 6.4 7.9 6.9 5.7 5.3 5.1 4.8 4.6
North America 13.7 13.5 14.2 13.4 12.3 12.2 11.9 11.7 11.5 11.1
Australia 8.3 7.8 7.2 7.0 6.2 5.8 5.5 4.9 4.6 4.3
China 1.6 1.7 1.8 1.7 1.8 1.8 1.8 1.8 1.8 1.7
Hong Kong 18.1 18.6 17.7 17.3 15.5 15.4 15.6 15.3 15.0 14.7
India 5.4 5.4 5.3 4.9 4.8 4.6 4.3 4.2 4.0 3.8
Indonesia 4.6 4.2 3.9 4.1 3.8 3.4 3.1 2.8 2.9 2.7
Japan 10.1 9.8 9.4 8.7 7.3 6.7 6.6 6.4 6.2 6.1
Malaysia 3.4 3.1 2.9 2.4 2.0 1.9 1.5 1.4 1.4 1.4
New Zealand 12.2 11.9 11.5 11.3 11.2 10.8 10.8 10.5 10.3 10.0
Philippines 3.2 1.5 1.7 1.8 1.4 1.2 1.1 1.0 1.0 1.0
Singapore 5.6 5.9 5.9 5.4 5.3 5.1 5.1 5.0 4.8 4.7
South Korea 6.9 6.7 6.7 6.9 6.8 6.4 6.0 5.9 5.7 5.5
Taiwan 11.9 11.7 12.0 11.7 9.6 8.8 8.7 8.5 8.6 8.3
Thailand 7.5 7.3 6.9 7.2 6.7 6.4 6.2 5.0 4.5 4.2
Vietnam n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Asia Pacific 7.5 7.1 6.7 6.0 5.0 4.6 4.3 4.1 3.9 3.8
Argentina 7.4 6.3 5.7 4.9 4.8 4.7 4.8 5.1 5.0 4.9
Brazil 9.0 8.9 8.7 8.7 7.8 7.6 7.4 6.7 6.4 6.0
Mexico 4.6 4.5 4.4 4.1 3.5 3.2 3.2 3.2 2.9 2.7
Latin America 7.5 7.3 7.1 6.9 6.2 6.0 5.9 5.6 5.4 5.1
Bahrain 8.4 8.3 9.2 14.0 9.0 8.4 9.3 7.1 7.1 7.1
Egypt 5.9 4.8 6.6 5.8 3.1 1.3 1.4 0.6 0.6 0.6
Kuwait 10.7 10.0 11.5 9.3 7.3 6.6 6.6 5.9 5.9 5.9
Lebanon 12.3 11.6 10.7 9.3 8.8 5.7 5.8 8.2 8.2 8.2
Morocco 7.1 8.1 7.5 9.2 8.3 7.6 8.3 10.2 0.0 0.0
Oman 2.8 1.6 3.1 2.6 5.6 5.1 4.5 3.7 3.7 3.7
Pan Arab 8.7 7.5 6.7 6.2 4.7 3.8 3.5 2.9 2.9 2.9
Qatar 0.0 0.0 0.7 0.8 2.7 2.0 1.6 2.0 2.0 2.0
Saudi Arabia 3.9 4.1 4.2 4.2 4.0 3.2 2.2 1.4 1.4 1.4
UAE 16.3 15.3 16.8 12.2 15.1 18.7 18.6 17.8 17.8 17.8
Middle East &
North Africa 9.4 8.7 8.8 7.9 6.9 6.1 6.0 5.6 5.2 5.2
Israel 6.2 6.3 5.7 5.5 5.1 4.8 4.4 4.7 4.4 0.0
South Af rica 12.7 12.6 11.8 11.8 11.9 9.8 9.1 7.9 7.0 6.3
Other 10.4 10.5 9.9 9.9 10.0 8.5 8.0 7.3 6.5 5.9
GLOBAL 12.9 12.2 12.1 11.2 9.8 9.3 8.9 8.6 8.2 7.8
13
Radio % Share of Advertising Expenditure
13
201
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014f
Austria 8.2 7.5 7.3 7.2 7.2 6.7 6.3 6.2 6.3 6.5
Belgium 11.8 12.2 12.8 12.5 11.9 12.0 12.9 13.4 13.8 14.0
Denmark 3.1 2.2 2.1 2.1 1.8 1.6 2.2 2.3 2.5 2.6
Finland 4.0 3.8 3.4 3.6 4.2 4.1 4.3 4.2 4.2 4.1
France 8.5 8.3 7.8 7.0 7.5 7.4 7.4 7.7 7.8 7.8
Germany 6.0 5.8 5.7 5.5 6.0 5.9 5.8 6.0 6.1 6.1
Greece 6.7 6.9 6.8 7.2 7.8 8.0 7.9 7.5 7.5 7.2
Ireland 11.4 11.8 11.7 13.4 14.1 14.5 13.9 13.6 13.1 12.9
Italy 6.1 6.2 6.3 6.1 6.0 6.0 5.5 5.6 5.5 5.2
Netherlands 7.4 6.4 6.1 6.1 5.9 5.9 5.9 6.0 6.0 6.0
Norway 4.0 3.6 3.5 3.6 3.6 3.6 3.5 3.6 3.7 3.6
Portugal 6.6 6.1 5.6 5.3 5.9 6.1 6.8 7.4 7.9 7.8
Spain 9.1 8.7 8.5 8.6 8.6 8.4 8.5 8.7 8.7 8.7
Sweden 2.8 3.1 3.2 3.2 3.6 3.1 3.0 2.6 2.5 2.4
Switzerland 4.6 4.3 3.9 4.2 4.8 4.4 4.6 4.7 4.7 4.6
UK 3.8 3.4 3.3 3.1 3.2 3.0 2.9 3.0 2.9 2.9
Western Europe 6.2 6.0 5.9 5.7 5.9 5.8 5.6 5.7 5.7 5.7
Czech Republic 8.6 8.7 8.2 7.4 7.7 7.3 6.8 6.4 6.4 6.0
Estonia 7.9 7.7 7.5 8.4 9.8 9.8 9.9 10.1 10.1 10.1
Hungary 10.9 11.6 13.4 13.4 11.7 12.1 8.3 6.8 8.2 7.5
Latvia 11.1 11.2 10.4 10.9 12.3 11.5 10.6 9.1 8.5 7.9
Lithuania 7.0 6.5 6.8 7.2 8.5 8.0 7.9 7.8 7.6 7.4
Poland 7.8 7.8 7.6 7.9 8.6 8.3 8.4 9.1 9.5 9.3
Romania 3.1 2.7 2.5 2.9 4.2 4.3 4.3 4.6 5.3 5.3
Russia 6.0 6.9 6.5 5.1 4.9 4.7 4.5 4.9 5.0 5.0
Slovak Rep 7.8 6.9 6.9 6.6 7.4 7.5 6.7 6.3 6.0 5.7
Turkey 3.5 3.6 3.4 3.4 3.2 2.9 2.8 2.5 2.3 2.3
C&EE 6.7 7.1 6.8 6.1 6.1 5.8 5.3 5.4 5.6 5.4
Europe 6.3 6.2 6.0 5.8 5.9 5.8 5.6 5.7 5.7 5.6
USA 11.3 11.3 11.1 10.5 10.2 10.5 10.6 10.3 10.0 9.8
Canada 6.0 5.7 5.4 6.1 6.5 5.9 6.0 6.0 6.0 5.9
North America 11.1 11.1 10.8 10.3 10.1 10.2 10.4 10.1 9.8 9.6
Australia 7.4 7.8 7.5 7.3 7.4 7.3 7.5 7.4 7.4 7.2
China 1.5 1.6 1.8 1.9 2.0 2.4 2.7 2.8 2.8 2.9
Hong Kong 2.8 2.7 2.7 3.7 4.2 3.7 3.5 3.0 2.8 2.5
India 3.5 4.0 4.9 4.8 4.9 4.9 4.8 4.8 4.9 4.9
Indonesia 2.7 2.8 2.6 2.5 2.3 2.0 1.8 1.6 1.5 1.6
Japan 3.7 3.6 3.4 3.3 3.3 3.2 3.1 3.0 3.0 2.9
Malaysia 4.3 4.6 4.8 5.1 6.0 5.8 4.8 4.8 4.9 4.9
New Zealand 12.0 12.7 12.3 12.2 12.2 11.9 12.1 11.6 11.5 11.4
Philippines 8.7 8.6 8.7 9.9 10.4 10.6 12.3 9.5 9.2 9.1
Singapore 9.1 7.4 7.0 7.0 7.9 7.8 7.6 7.8 7.9 7.9
South Korea 4.2 4.1 3.9 4.0 3.4 3.3 3.2 3.0 2.9 2.7
Taiwan 5.6 7.3 7.0 7.4 7.2 7.1 6.3 5.7 5.7 5.6
Thailand 8.0 8.2 7.8 8.6 7.8 6.7 6.2 5.8 5.7 5.3
Vietnam 0.3 0.2 0.3 0.3 0.3 0.3 0.2 0.1 0.1 0.1
Asia Pacific 4.0 3.9 3.8 3.7 3.7 3.8 3.8 3.7 3.6 3.6
Argentina 4.0 4.1 3.2 3.2 3.5 3.2 3.2 3.8 3.8 3.7
Brazil 4.3 4.3 4.1 4.3 4.5 4.2 4.0 3.7 3.6 3.4
Mexico 8.6 8.8 9.7 9.5 10.3 10.1 9.8 9.5 9.6 9.4
Latin America 5.6 5.8 5.8 5.7 6.1 5.7 5.4 5.1 4.9 4.7
Bahrain n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Egypt n.a 11.2 9.9 7.2 4.9 3.2 4.1 2.1 2.1 2.1
Kuwait 1.5 1.5 2.1 1.5 1.5 1.5 1.7 1.3 1.3 1.3
Lebanon 9.0 10.9 8.0 9.6 9.5 5.1 5.4 8.4 8.4 8.4
Morocco n.a 7.0 12.4 17.7 21.7 17.0 24.8 15.8 15.8 15.8
Oman n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Pan Arab n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Qatar 1.0 1.5 1.1 0.8 0.0 0.0 1.5 2.1 2.1 2.1
Saudi Arabia n.a n.a n.a n.a n.a 7.3 10.5 13.2 13.2 13.2
UAE 0.1 1.3 2.6 5.0 7.4 5.6 6.1 8.0 8.0 8.0
Middle East &
North Africa 0.8 2.0 2.4 3.3 3.7 3.2 4.1 4.1 4.0 4.0
Israel 6.0 5.5 5.5 5.0 4.9 5.0 6.1 6.4 6.3 6.4
South Af rica 14.5 14.1 13.4 14.4 13.7 13.1 14.4 15.7 16.4 17.2
Other 11.5 11.3 10.9 11.6 11.1 11.0 12.5 13.8 14.4 15.1
GLOBAL 7.7 7.6 7.4 7.0 6.8 6.8 6.8 6.6 6.5 6.4
Cinema % Share of Advertising Expenditure
202
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014f
Austria 0.7 0.7 0.7 0.6 0.5 0.5 0.5 0.4 0.4 0.4
Belgium 1.2 1.1 0.9 0.9 0.8 0.8 0.9 1.0 1.0 1.0
Denmark 0.8 0.7 0.6 0.7 0.9 0.9 0.8 0.9 1.0 1.1
Finland 0.2 0.1 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2
France 0.8 0.8 0.9 0.7 0.8 0.9 1.0 1.1 1.1 1.0
Germany n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Greece n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Ireland 1.1 1.1 1.1 1.0 0.9 1.1 0.9 1.0 1.0 1.1
Italy 0.9 0.8 0.7 0.6 0.6 0.7 0.5 0.5 0.4 0.4
Netherlands 0.2 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.2 0.2
Norway 0.9 0.8 0.8 0.9 0.8 0.9 0.9 0.9 0.9 1.0
Portugal 0.6 0.6 0.5 0.4 0.4 0.4 0.4 0.4 0.3 0.3
Spain 0.6 0.6 0.5 0.3 0.2 0.3 0.3 0.3 0.3 0.3
Sweden 0.4 0.4 0.4 0.5 0.5 0.5 0.5 0.5 0.5 0.5
Switzerland 1.5 1.4 1.2 1.1 0.8 0.8 0.7 0.7 0.7 0.7
UK 1.1 1.1 1.1 1.2 1.3 1.3 1.2 1.1 1.2 1.2
Western Europe 0.7 0.7 0.6 0.6 0.6 0.7 0.6 0.7 0.7 0.6
Czech Republic 1.8 1.8 1.9 1.2 0.6 0.6 0.5 0.5 0.5 0.5
Estonia n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Hungary 0.5 0.5 0.3 0.4 0.6 0.6 0.7 0.9 0.9 0.8
Latvia 0.4 0.6 0.5 0.7 0.7 0.7 0.5 0.4 0.5 0.5
Lithuania n.a 0.1 0.1 0.2 0.3 0.3 0.3 0.4 0.5 0.5
Poland 1.2 1.3 1.5 1.8 2.2 2.1 2.1 2.2 2.3 2.3
Romania 0.7 0.6 0.5 0.5 0.7 0.9 0.9 1.0 1.1 1.1
Russia 0.8 1.0 1.1 1.1 1.2 1.4 1.6 1.7 1.7 1.8
Slovak Rep 0.2 0.2 0.1 0.1 0.2 0.2 0.2 0.2 0.2 0.2
Turkey 1.2 1.2 1.1 1.2 1.4 1.2 1.2 1.1 1.1 1.2
C&EE 1.0 1.1 1.1 1.1 1.3 1.4 1.5 1.6 1.6 1.7
Europe 0.7 0.7 0.7 0.7 0.7 0.8 0.8 0.8 0.8 0.8
USA 0.4 0.4 0.5 0.6 0.6 0.6 0.6 0.7 0.7 0.6
Canada n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
North America 0.4 0.4 0.5 0.5 0.6 0.6 0.6 0.6 0.6 0.6
Australia 0.7 0.7 0.7 0.7 0.7 0.7 0.6 0.7 0.8 0.9
China n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Hong Kong n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
India 1.7 2.4 3.2 3.2 3.2 3.1 3.1 3.1 3.0 3.0
Indonesia n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Japan n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Malaysia 0.5 0.5 0.6 0.5 0.4 0.4 0.3 0.4 0.4 0.4
New Zealand 0.5 0.5 0.4 0.4 0.3 0.4 0.4 0.4 0.4 0.4
Philippines 0.2 0.3 0.3 0.3 0.2 0.2 0.1 0.1 0.1 0.1
Singapore 0.7 0.5 0.6 0.6 0.6 0.5 0.4 0.4 0.4 0.4
South Korea n.a n.a n.a n.a n.a 1.4 1.3 1.4 1.5 1.7
Taiwan 0.4 0.6 0.4 0.4 0.2 0.3 0.3 0.4 0.4 0.4
Thailand 1.9 2.7 4.7 4.7 5.5 6.2 7.2 10.7 11.6 12.2
Asia Pacific 0.2 0.2 0.3 0.3 0.3 0.4 0.4 0.5 0.5 0.5
Argentina 1.3 1.1 1.3 1.5 1.4 1.3 1.3 1.3 1.3 1.3
Brazil 0.3 0.4 0.4 0.4 0.4 0.4 0.3 0.3 0.3 0.3
Mexico 1.8 2.0 1.7 1.5 1.3 1.1 1.1 1.0 1.0 0.9
Latin America 0.9 0.9 0.9 0.9 0.8 0.7 0.7 0.6 0.6 0.6
Bahrain 1.6 1.4 1.3 1.3 1.4 1.7 2.8 0.5 0.6 0.6
Egypt n.a n.a n.a n.a n.a n.a n.a 1.3 1.3 1.3
Kuwait n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Lebanon 2.0 2.3 1.1 1.3 0.2 0.1 0.2 0.3 0.3 0.3
Morocco n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Qatar n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Saudi Arabia n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
UAE 0.9 1.1 1.0 1.0 1.1 1.2 1.0 1.4 1.4 1.4
Middle East &
North Africa 0.4 0.4 0.3 0.3 0.2 0.2 0.2 0.3 0.3 0.3
Israel 0.7 0.8 0.9 0.9 1.0 1.0 1.1 1.2 1.2 0.0
South Af rica 3.6 2.4 1.6 1.6 1.1 1.0 1.6 0.0 0.0 0.0
Other 2.6 1.9 1.4 1.4 1.1 1.0 1.5 0.2 0.2 0.2
GLOBAL 0.4 0.5 0.5 0.5 0.5 0.6 0.6 0.6 0.6 0.6
15
Outdoor % Share of Advertising Expenditure
15
203
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014f
Austria 7.3 7.5 7.1 7.0 7.4 6.5 6.3 6.3 6.6 7.0
Belgium 8.8 8.4 8.1 8.3 8.2 7.6 8.5 8.7 8.7 8.7
Denmark 5.7 5.1 4.7 4.9 5.5 6.2 5.5 5.0 5.2 5.2
Finland 3.0 2.9 3.0 3.1 3.0 3.0 3.2 3.3 3.3 3.2
France 11.6 11.2 11.3 11.9 11.9 11.9 11.9 11.6 11.6 11.3
Germany 4.1 4.0 4.0 4.0 4.1 4.1 4.2 4.1 4.1 4.1
Greece 7.0 7.0 6.6 7.1 7.3 5.4 4.0 4.1 4.1 4.7
Ireland 10.1 9.6 9.9 9.5 9.0 7.9 7.2 7.2 6.8 6.7
Italy 7.8 7.6 7.4 7.5 6.9 6.7 6.1 5.8 5.0 4.3
Netherlands 4.4 4.0 3.9 3.8 4.0 4.0 4.0 4.1 4.1 4.0
Norway 3.4 3.1 3.1 3.3 3.4 3.3 3.5 3.5 3.5 3.6
Portugal 12.4 13.2 13.4 13.8 13.8 13.4 13.9 12.2 11.0 10.6
Spain 6.9 7.2 7.1 6.4 6.0 5.7 5.8 5.6 5.6 5.6
Sweden 5.5 5.2 4.7 4.6 4.9 4.9 5.0 4.7 4.6 4.4
Switzerland 9.2 8.7 8.3 8.3 8.2 7.9 7.8 7.9 8.0 8.0
UK 6.5 6.7 6.5 6.5 6.1 6.4 6.1 6.5 6.1 6.0
Western Europe 6.9 6.8 6.7 6.8 6.7 6.6 6.4 6.4 6.3 6.1
Czech Republic 6.5 6.3 6.3 8.5 9.7 9.6 9.3 8.9 8.8 9.0
Estonia 5.9 6.2 6.9 7.9 8.0 8.7 9.2 9.2 10.1 9.7
Hungary 9.4 10.6 10.6 11.5 10.8 10.3 11.8 11.8 11.6 11.8
Latvia 7.3 8.6 8.6 9.8 11.1 10.0 9.3 9.9 10.1 10.0
Lithuania 6.9 6.9 6.4 6.6 7.0 6.8 7.0 6.7 6.5 6.4
Poland 7.9 7.4 7.7 7.2 7.5 7.0 7.1 7.1 7.0 6.8
Romania 6.9 7.4 6.3 5.5 5.5 5.3 5.7 5.4 6.6 6.6
Russia 18.1 18.3 17.7 15.5 12.6 13.6 13.0 12.7 12.5 12.4
Slovak Rep 9.9 10.9 10.9 11.2 11.1 11.1 10.1 9.5 9.0 8.5
Turkey 4.9 5.8 7.1 7.5 7.2 7.0 7.4 7.4 7.5 7.5
C&EE 11.9 12.3 12.5 11.9 10.3 10.8 10.8 10.8 10.9 10.9
Europe 7.4 7.4 7.4 7.5 7.1 7.1 7.1 7.1 7.0 7.0
USA 3.1 3.2 3.3 3.3 3.5 3.5 3.6 3.6 3.7 3.7
Canada 5.0 4.8 5.0 5.8 5.4 5.3 5.2 5.1 5.1 5.0
North America 3.2 3.2 3.4 3.4 3.6 3.6 3.7 3.7 3.8 3.8
Australia 3.0 3.2 3.3 3.3 3.2 3.5 3.7 3.8 3.8 3.9
China 8.3 8.1 7.7 10.2 9.5 11.1 12.4 13.7 14.0 14.9
Hong Kong 9.7 9.1 11.1 12.3 15.1 14.7 16.2 17.4 18.0 17.9
India 7.8 7.4 7.3 7.1 7.2 7.3 7.5 7.6 7.9 8.2
Indonesia 3.9 3.7 3.3 3.0 2.8 2.5 2.9 2.8 2.8 2.9
Japan 13.1 13.4 13.6 13.2 12.7 12.4 12.1 11.8 11.7 11.5
Malaysia 2.0 2.7 2.4 1.9 2.0 1.9 1.5 1.7 1.9 2.2
New Zealand 3.4 3.7 3.5 3.4 3.5 3.4 3.7 3.2 3.2 3.1
Philippines 10.5 12.2 10.5 10.7 13.5 14.7 14.6 14.3 15.1 15.7
Singapore 4.3 4.8 6.5 7.5 7.3 7.3 7.3 8.5 9.3 10.0
South Korea 11.6 11.3 9.5 9.1 9.6 9.7 9.5 9.8 10.1 10.3
Taiwan 6.1 7.8 7.4 7.8 6.6 6.3 6.7 6.7 6.7 6.6
Thailand 6.1 6.5 6.4 7.0 7.3 7.3 8.4 9.0 9.8 10.3
Asia Pacific 9.9 9.9 9.6 10.0 9.6 10.0 10.5 11.0 11.2 11.6
Argentina 5.1 6.2 6.3 7.2 6.8 5.5 5.2 4.5 4.4 4.4
Brazil 4.4 3.8 2.9 2.8 3.0 3.0 3.1 3.0 3.1 3.2
Mexico 10.9 9.5 9.3 8.7 7.6 6.9 6.9 6.6 6.8 6.6
Latin America 6.5 5.8 5.2 5.0 4.8 4.4 4.4 4.1 4.2 4.1
Bahrain 7.5 8.1 4.2 3.7 2.7 1.5 1.2 1.3 1.4 1.4
Egypt n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Kuwait 11.0 11.2 7.3 4.2 4.0 2.2 2.4 7.0 7.0 7.0
Lebanon 23.9 25.3 24.3 20.8 19.4 11.4 13.0 21.2 21.2 21.2
Morocco n.a 4.8 9.2 9.2 9.5 11.9 14.4 25.0 25.0 25.0
Qatar 0.7 1.7 1.7 1.9 0.0 0.0 18.8 13.9 13.9 13.9
Saudi Arabia 12.3 17.5 17.6 16.8 13.0 18.9 17.0 19.3 19.3 19.3
UAE 5.0 9.4 0.5 12.7 26.3 25.2 27.5 26.7 26.7 26.7
Middle East &
North Africa 5.8 7.4 4.8 6.9 8.0 7.1 8.2 9.3 9.2 9.2
Israel 5.0 4.0 5.6 5.4 5.5 5.0 5.0 5.0 5.3 0.0
South Af rica 5.1 5.7 5.6 5.0 5.1 4.6 4.6 5.1 5.3 5.4
Other 5.1 5.2 5.6 5.1 5.2 4.7 4.7 5.0 5.3 5.5
GLOBAL 6.2 6.3 6.3 6.5 6.5 6.6 6.8 7.0 7.1 7.3
Digital % Share of Advertising Expenditure
204
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014f
Austria 1.3 1.6 1.9 2.4 3.4 3.7 3.1 3.8 4.4 4.9
Belgium 2.2 1.7 2.9 3.9 4.2 5.1 5.5 5.8 6.0 6.1
Denmark 7.0 8.5 10.9 14.9 19.2 21.7 22.4 24.9 27.5 29.2
Finland 2.7 3.4 8.2 11.2 14.9 16.1 16.5 18.4 19.0 19.9
France 2.7 3.8 5.0 12.4 14.4 15.0 16.9 18.8 19.9 20.8
Germany 6.1 8.4 11.2 12.4 13.7 14.4 15.6 17.2 18.6 20.0
Greece 0.8 0.9 1.1 1.4 1.9 2.8 4.2 5.8 7.5 8.4
Ireland 1.6 2.7 5.0 6.0 10.8 13.3 17.1 21.5 24.5 26.2
Italy 2.4 3.6 5.1 7.3 9.9 11.0 13.2 16.9 19.7 21.6
Netherlands 0.0 13.8 16.9 18.7 21.9 24.2 26.9 29.3 31.4 33.3
Norway 12.3 15.9 19.8 21.8 24.9 25.5 26.7 28.4 30.2 32.0
Portugal 0.7 1.0 1.8 2.9 3.9 4.9 6.2 8.3 10.3 10.9
Spain 2.4 4.2 6.0 9.0 11.6 13.5 16.2 19.6 21.9 22.6
Sweden 10.8 14.5 18.3 21.0 22.4 24.1 25.3 27.6 30.0 30.9
Switzerland 1.1 1.4 1.3 2.1 3.0 3.7 3.7 3.9 4.7 4.7
UK 9.9 14.4 18.9 23.2 27.7 29.6 32.6 34.5 36.9 39.3
Western Europe 5.1 7.8 10.4 13.4 15.9 17.3 19.4 21.6 23.5 25.1
Czech Republic 1.9 2.3 6.1 10.9 14.1 15.8 18.2 20.7 23.7 25.4
Estonia 3.5 4.9 8.3 10.7 12.8 14.6 15.5 16.6 17.1 18.1
Hungary 1.9 2.9 3.9 9.2 12.0 16.5 18.8 21.1 22.6 24.5
Latvia 2.8 4.3 6.3 8.7 11.4 12.9 14.2 15.4 16.7 18.2
Lithuania 2.2 2.8 3.2 5.5 6.1 7.7 8.2 9.6 10.9 12.9
Poland 2.7 3.0 3.7 4.5 6.7 7.8 9.9 11.2 12.3 13.2
Romania 1.2 1.6 1.6 2.0 3.9 5.1 6.4 8.0 10.7 11.7
Russia 1.2 1.6 2.5 5.9 9.7 12.3 15.9 18.9 21.8 24.5
Slovak Rep 1.4 2.8 2.8 5.9 7.3 8.4 13.4 17.4 20.6 23.4
Turkey 0.7 0.7 1.6 2.9 6.6 7.2 8.3 9.2 9.9 10.5
C&EE 1.6 2.0 3.1 5.8 9.0 11.0 13.9 16.5 18.9 21.1
Europe 4.8 7.2 9.5 12.3 15.0 16.4 18.5 20.8 22.7 24.4
USA 7.2 8.8 10.4 11.6 12.3 13.6 16.3 18.3 20.1 22.0
Canada 6.4 9.9 12.4 17.2 20.0 21.1 24.0 26.7 29.6 32.5
North America 7.1 8.9 10.5 11.8 12.7 14.0 16.7 18.8 20.6 22.6
Australia 5.6 8.5 10.2 12.5 14.9 16.6 19.7 23.5 26.9 30.3
China 1.6 2.0 3.1 4.4 5.1 6.4 7.5 10.2 13.3 16.7
Hong Kong n.a n.a 4.3 4.2 4.4 5.2 6.2 9.4 12.4 15.4
India 0.9 1.2 1.4 1.6 1.9 2.2 3.0 4.0 5.0 6.3
Indonesia n.a n.a n.a n.a n.a n.a n.a n.a n.a n.a
Japan 7.9 9.9 12.3 14.9 17.1 19.1 19.3 20.4 21.7 23.1
Malaysia 0.3 0.5 0.7 1.0 1.0 1.1 1.0 1.3 1.5 1.8
New Zealand 2.1 3.1 6.0 8.8 11.1 12.7 14.5 16.4 18.0 19.5
Philippines 0.3 0.3 0.5 0.8 1.4 3.1 3.0 3.1 3.3 3.6
Singapore n.a n.a 1.7 1.5 1.7 1.9 2.1 2.2 2.7 3.0
South Korea 9.0 11.4 14.2 17.0 19.2 20.1 21.6 22.4 22.7 22.8
Taiwan 6.9 8.5 11.6 14.4 16.6 17.0 19.5 22.8 24.1 25.1
Thailand 0.1 0.1 0.2 0.2 0.3 0.3 0.5 0.5 0.6 0.6
Vietnam n.a n.a n.a n.a n.a n.a 3.9 3.9 4.3 4.3
Asia Pacific 5.3 6.6 8.2 9.6 10.5 11.6 12.1 13.7 15.6 17.6
Argentina 0.9 2.0 2.5 3.1 4.0 4.3 6.1 7.6 8.5 9.4
Brazil 1.7 2.1 2.8 3.6 4.3 4.7 5.3 5.8 6.4 6.6
Mexico 0.6 1.2 2.2 3.5 4.5 5.3 6.3 7.1 7.8 8.7
Latin America 1.3 1.8 2.6 3.5 4.3 4.8 5.7 6.5 7.1 7.6
Middle East &
North Africa n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a
Israel 5.0 6.9 10.0 11.6 14.1 16.0 15.1 16.4 17.2 0.0
South Af rica 0.8 0.8 1.1 1.4 1.6 2.4 2.5 2.6 2.6 2.5
Other 2.2 2.7 3.8 4.5 5.3 5.9 5.4 5.4 5.4 5.6
GLOBAL 5.8 7.5 9.2 10.9 12.1 13.2 14.8 16.6 18.3 20.0
APPENDICES 17
205
Market Currency Against US$
Argenti na ARS 4.977
Austral i a AUD 0.961
Austri a EUR 0.751
Bel gi um EUR 0.751
Brazi l BRL 2.004
Canada CAD 1.000
Chi na RMB 6.229
Czech Republ i c CZK 19.141
Denmark DKK 5.600
Egypt EGP 6.638
Estoni a EST 0.751
Fi nl and EUR 0.751
France EUR 0.751
Germany EUR 0.751
Greece EUR 0.751
Hong Kong HKD 7.754
Hungary HUF 219.968
I ndi a I NR 54.059
I ndonesi a I DR 9,665.484
I rel and EUR 0.751
I srael I SR 3.717
I tal y EUR 0.751
Japan JPY 90.871
Latvi a LAT 0.524
Lebanon LBP 1,503.851
Li thuani a LI T 2.592
Mal aysi a MYR 3.067
Mexi co MXN 12.709
Morocco MAD 8.392
Netherl ands EUR 0.751
New Zeal and NZD 1.194
Norway NKO 5.559
Phi l i ppi nes PHP 40.711
Pol and PLZ 3.116
Portugal EUR 0.751
Romani a ROL 3.288
Russi a RUB 30.221
Saudi Arabi a SAR 3.751
Si ngapore SGD 1.233
Sl ovak Republ i c SKK 22.614
South Afri ca ZAR 8.830
South Korea KRW 1,076.130
Spai n EUR 0.751
Sweden SEK 6.434
Swi tzerl and CHF 0.922
Tai wan TWD 29.357
Thai l and THB 29.952
Turkey TRL 1.774
UAE AED 3.674
UK GBP 0.635
USA USD 1.000
ABOUT AEGIS MEDIA

Aegis Media is a leading, global media and
digital communications specialist whose vision
is to Reinvent the Way Brands are Built.
Through its five global network brands of Carat,
Vizeum, Isobar, iProspect, Posterscope, Aegis
Media helps clients reach their consumers and
achieve their goals through communications
services that include digital creative execution,
media planning and buying, brand tracking,
social media activation and marketing analytics.
Aegis Medias operations worldwide are
overseen by Dentsu Aegis Network Ltd., a
governance body headquartered in London.
This governance body also oversees the
operations of Dentsu Network, which manages
all of Dentsus other global business operations
outside of Japan. www.aegismedia.com

For any additional information on this
report, please contact:
Lin Liu, Aegis Media, +44 (0) 207 550
3451, lin.liu@aemedia.com
Lucas Cridland, Aegis Media, +44 (0)
207 550 3468,
lucas.cridland@aemedia.com
10 Triton Street, Regents Place,
London, NW1 3BF, UK

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