How data changes media markets

Slide 1: 

Target Group Index LATINA – 2003/2008 Penetración Internet – 30 dias AR BR CH CO EC MX PE VE Internet Penetration @ main metropolitan areas Latin America – less of a land of disparities

Online population concentrated in Brasil, México and Argentina : 

Online population concentrated in Brasil, México and Argentina Source: TGI LATINA 2008 Wave II + 2009 Wave I (Y9w2_10w1) v.08.11.2009 – Internet users in the last 3 months Brasil: 11 RMs + terioriors+ in Chile: Grande Santiago; Colômbia: seis cidades; Equador: Quito e Guaiaquil; Peru: Lima; Venezuela: seis mercados, Mexixo: 28 cities Total 8 countries 75,4 MM internet users @ main metropolitan areas

Slide 3: 

Target Group Index LATINA – 2008 Acceso a Internet – 30 días Local de acceso Cibercafés/ Cabinas En el lugar de estudio En el trabajo En casa de un amigo/ familia En casa AR BR CH CO EC MX PE VE Concentrated usage @home, except in PeruIn most countries, more users access from home

In the US, advertisers are not giving online the attention that consumers do : 

4 In the US, advertisers are not giving online the attention that consumers do Daily Time Spent by Major Media Type Total Ad Spend By Major Media Type During 2008

Slide 5: 

But share of investment remains small and mostly limited to some categories Internet received R$ 395MM from a total of R$ 9,7 bilhões invested on Advertisng in Brazil Fonte: Projeto Intermeios, primeiro semestre de 2009

Slide 6: 

Fonte: TGI LATINA 2008 Onda II + 2009 Wave I (Y9w2_10w1) v.08.11.2009 And home usage keeps growingBetter economic conditions for acquisition

In time spent China and Brazil take the lead @Home + Work : 

Source: Nielsen Online Combined Home & Work data, Including Internet Applications, Month of August 2008. China: cnnic 22nd survey report June 2008 US 67:22 FR 50:39 UK 50:23 AU 44:13 ES 39:23 IT 32:31 36:08 23:01 28:09 34:19 32:19 35:28 China 81:26 Average of 19 hours per week: music, news, IM, Video, Search Engine, email, online game, Blog, BBS & E-commerce Bubble Size = hours & minutes per Person Brasil 71:30 In time spent China and Brazil take the lead @Home + Work

Media Consumption x day-parts : 

* Fonte : Target Group Index, Years 9 and 10, Brazil Media Consumption x day-parts

Internet activity is unlimitedDuring the day people consume multiple mediums along with the Internet : 

Internet activity is unlimitedDuring the day people consume multiple mediums along with the Internet Source: NetView – IBOPE//NetRatings 70% of users go online after 11p.m, at least once a month Internet Prime Day is all day long

In Latin America, TV is king but online is getting growing investments in all countries : 

900.745,39 1.409.155,16 3.020.877,01 7.047.810,26 1.556.959,40 13.049.651,34 Total Us$ 000 Fonte: IBOPE Media Book Valores brutos em Us$ 000 Janeiro a Junho 2009 In Latin America, TV is king but online is getting growing investments in all countries