It aint what you view its the way

It ain’t what you view, it’s the way that you view it… Competitive Media Reporting (CMR) H 1 2008 vs. H 1 2009

Competitive Media Reporting (CMR) tracks data across media • In Romania, television is the most important entertainment source due to a large number and variety of channels and a robust cable penetration. • Planners and buyers use historical measurements and calculated estimates to select and negotiate media choices, channels used to increase efficiency; • Less audience means less GRP’s to sell, but more ads on air; • Media research services is providing consistency for each media; • Keeping the track of the data, allow to maintain and update accuracy and represents a constant topic of attention and often contention.

TV Advertising Evolution Seasonality Monthly advertising investments - built on the average monthly rate card investment Source: Info. Sys (Gf. K Romania) Compared with same period of 2008, advertising monthly rate card investments has decreased in the first half of this year of 2009 with 4. 2%. June is the only month that has recorded an increased, compared with June 2008.

Monthly advertising minutes Monthly advertising insertions TV Advertising Evolution Compared with same period of 2008, advertising insertions has decreased in the first half of this year with 4. 8%. March is the only month that has recorded an increased, compared with March 2008. Advertising minutes has decreased this year, compared with same period of 2008, with 7. 1%. Source: Info. Sys (Gf. K Romania) 4 page: 8

TV Advertising Evolution Average advertising minutes per hour on main TV stations Prime Time 19: 00 -24: 00 Whole day The legal limit for commercial stations The legal limit for public stations The legal limit for advertising minutes per hour: - for commercial stations = 12 minutes/hour - for public stations (national television TVR) = 8 minutes/hour Source: Info. Sys (Gf. K Romania) Kanal D is the station that had the highest load per hour. In the first half of 2009, Kanal D, has accumulated over 25. 600 minutes of classic ads and solo spots. In April and May, the station’s Prime Time advertising space has been slightly exceeded the legal parameter.

TV Advertising Evolution Average advertising minutes per hour on main TV news stations Whole day Prime Time 18: 00 -24: 00 The legal limit for commercial stations The legal limit for public stations Source: Info. Sys (Gf. K Romania) Realitatea TV is the TV station that has the highest load per hour between these category of TV station. In the first half of 2009, Realitatea TV has accumulated over 23. 800 minutes of classic ads and solo spots. Is followed by Antena 3 with 14. 500 minutes.

TV Advertising Evolution Average audience on main TV stations Prime Time 19: 00 -24: 00 Rtg. (%) Pro Tv is the leading TV stations on audiences 2008 2009 followed by Antena 1. In June 2008, TVR 1 was the leading TV station during the Prime Time due to European Football Championship. Prime Time 18: 00 -24: 00 Rtg. (%) Realitatea TV is the leading TV news station on audiences followed by Antena 3 during the Prime Time. Source: Info. Sys (Gf. K Romania) Target used: 18+ Urban, + guests (TVR 1, Realitatea TV, Antena 1, Antena 3, N 24) 18 -49 Urban, +guests (Pro TV, Prima TV, Kanal D) Source: Info. Sys (Gf. K Romania)

TV Advertising Evolution Monthly TV Top 10 audiences January April Target: Ind 4+ (National) February March June Source: Info. Sys (Gf. K Romania)

Questions?

Thank you! Elena Brisan elena. brisan@mediaconsulta. ro Media Strategic Director www. mediaconsulta. ro