Nielsen Media AdSpend Highlights Q1 2010

Media Spend Highlights
1st Quarter 2010
Confidential & Proprietary Copyright 2010 The Nielsen Company
Share of Media Spend

Q1 2010 versus Year Ago
Print 5% Radio 20%
Q1 2009
Print 5%
TV 75%
Radio 19%
Q1 2010
TV 76%
Source: Nielsen Advertising Information Services
Media Spend Highlights Q1 2010
April 13, 2010
Page 2
Total Media Spend Based on Rate Cards

60,000
+24%
50,000 Millions (Php) Based on Rate Cards 40,000 30,000 20,000
+23%
+28%
10,000
+17%
0
Q1 2009 Q1 2010 Total 40,719 50,311 TV 30,781 37,794 Radio 7,795 10,011 Print 2,143 2,506
Q1 2009
Q1 2010
April 13, 2010
Page 3
Total Advertising Spots

2,500,000 2,000,000
Total Ad Spots
+13% +16%
1,500,000 1,000,000 500,000 0

Q1 2009 Q1 2010
0% +2%
Total 2,060,651 2,335,758 TV 331,220 330,884 Radio 1,678,672 1,953,117 Print 50,759 51,757
Q1 2009
Q1 2010
April 13, 2010
Page 4
Advertising Minutes
900,000 800,000 700,000
+13%
+1%
Ad Minutes
600,000 500,000 400,000 300,000 200,000 100,000 0

Q1 2009 Q1 2010 TV 588,629 602,544 Radio 734,371 829,849
Q1 2009
Q1 2010
April 13, 2010
Page 5
Top 20 Categories Based on Rate Cards

AdSpend in Millions (Php)
Rank Categories 1 2 3 4 5 6 7 8 9 10 Government Agencies & Public Utilities Hair Shampoos,Rinses,T'Ment/Hairdressing Prod Communication/Telecommunication Detergents & Laundry Preparations Dentifrices, Mouthwash & Toothbrush Cough & Cold Remedies Proprietary Drugs/Other Than Vitamins &Tonics Other Food Prod./Other Than Biscuits&Bakeshop Powder Milk Skin Care Q1 2010 6,523 4,544 3,091 2,624 2,120 1,918 1,868 1,830 1,733 1,378 Q1 2009 1,778 3,498 2,750 1,682 1,244 1,954 1,916 1,876 1,837 1,280 %Change 267% 30% 12% 56% 70% -2% -2% -2% -6% 8%
In Million Pesos based on Ratecard costs
April 13, 2010
Page 6
Top 20 Categories Based on Rate Cards

Rank Categories 11 12 13 14 15 16 17 18 19 20 Vitamins Entertainment Ice Cream, Sherbets & Frozen Delights Flour, Bakery Products & Bakeshops Seasonings, Sauces & Extracts Coffee & Tea Health & Beauty Soaps Soups & Noodles Banks, Finance Companies & Investment Houses Business Machines & Office Equipments Q1 2010 1,361 1,336 1,206 1,019 937 934 784 737 733 692 Q1 2009 1,260 1,686 349 758 889 1,078 630 630 565 384 %Change 8% -21% 246% 34% 5% -13% 25% 17% 30% 80%
April 13, 2010
Page 7
Top 20 Advertisers Based on Rate Cards

Rank Advertisers 1 2 3 4 5 6 7 8 9 10 UNILEVER PHILIPPINES, INC. PROCTER & GAMBLE PHILS., INC. UNITED LABORATORIES, INC. COLGATE-PALMOLIVE PHILIPPINES, INC. NESTLE' PHILIPPINES, INC. MANNY VILLAR JOLLIBEE FOODS CORPORATION UNIVERSAL ROBINA CORPORATION MONDE NISSIN CORPORATION GLOBE TELECOM, INC. Q1 2010 5,878 4,166 3,073 2,680 2,664 1,230 759 738 698 561 Q1 2009 3,994 3,319 2,569 1,485 2,849 18 777 704 518 471 %Change 47% 25% 20% 81% -7% 6575% -2% 5% 35% 19%
April 13, 2010
Page 8
Top 20 Advertisers Based on Rate Cards

Rank Advertisers 11 12 13 14 15 16 17 18 19 20 NOYNOY AQUINO JOHNSON & JOHNSON PHILS., INC. WYETH PHILIPPINES, INC. SMART COMMUNICATIONS, INC. KRAFT FOODS (PHILIPPINES), INC. THE COCA-COLA EXPORT COMPANY PHILIPPINE LONG DISTANCE TELEPHONE COMPANY TANDUAY DISTILLERS, INC. ASIA BREWERY, INC. MEAD JOHNSON PHILIPPINES, INC. Q1 2010 526 505 496 487 467 462 445 440 414 393 Q1 2009 0 546 600 515 290 689 136 346 180 637 %Change -7% -17% -5% 61% -33% 228% 27% 130% -38%
April 13, 2010
Page 9
Tri-Media (TV/Radio/Print) Brand Advertising Expenditure Social Concerns + Political Ads in Million Pesos Presidential Candidates Based on Published Rate Cards
Rank Brand Q4 2009 Q1 2010 % Change
1 2 3 4 5 6
MANNY VILLAR NOYNOY AQUINO JOSEPH ESTRADA RICHARD GORDON GILBERT TEODORO EDDIE VILLANUEVA
543 143 70 82 196 52
1,230 526 165 238 352 65
127% 269% 137% 190% 79% 26%
April 13, 2010
Page 10
Tri-Media (TV/Radio/Print) Brand Advertising Expenditure Political Ads in Million Pesos Presidential Candidates Based on Rate Cards Less 30%
Rank Brand February 9 to March 31, 2010
1 2 3 4 5 6
227,940,382 161,407,904 76,886,685 47,560,690 18,206,094 4,715,111
April 13, 2010
Page 11
Total TV Ad Minutes ABSCBN & GMA

February 9 to March 31, 2010
PRESIDENTIABLES
ABS-CBN 2 GMA 7
Brand
By Brand Level
"Paid For" Level
By Brand Level
"Paid For" Level
134.25 133 77.5 52 17 8
50.75 118.5 77.5 52 0 4.5
143.25 121 65 43 11 2
60.25 116.5 65 43 0 6
April 13, 2010
Page 12
Thank You.
April 13, 2010
Confidential & Proprietary Copyright 2009 The Nielsen Company Copyright 2010 The Nielsen Company
Page 13
Confidential & Proprietary

Nielsen Media AdSpend Highlights Q1 2010

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Media Spend Highlights

1st Quarter 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

Share of Media Spend

Source: Nielsen Advertising Information Services

Media Spend Highlights Q1 2010

April 13, 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

Total Media Spend Based on Rate Cards

Media Spend Highlights Q1 2010

April 13, 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

Total Advertising Spots

1,500,000 1,000,000 500,000 0

Media Spend Highlights Q1 2010

April 13, 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

600,000 500,000 400,000 300,000 200,000 100,000 0

Media Spend Highlights Q1 2010

April 13, 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

Top 20 Categories Based on Rate Cards

In Million Pesos based on Ratecard costs

Source: Nielsen Advertising Information Services

Media Spend Highlights Q1 2010

April 13, 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

Top 20 Categories Based on Rate Cards

In Million Pesos based on Ratecard costs

Source: Nielsen Advertising Information Services

Media Spend Highlights Q1 2010

April 13, 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

Top 20 Advertisers Based on Rate Cards

In Million Pesos based on Ratecard costs

Source: Nielsen Advertising Information Services

Media Spend Highlights Q1 2010

April 13, 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

Top 20 Advertisers Based on Rate Cards

In Million Pesos based on Ratecard costs

Source: Nielsen Advertising Information Services

Media Spend Highlights Q1 2010

April 13, 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

543 143 70 82 196 52

1,230 526 165 238 352 65

127% 269% 137% 190% 79% 26%

In Million Pesos based on Ratecard costs

Source: Nielsen Advertising Information Services

Media Spend Highlights Q1 2010

April 13, 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

227,940,382 161,407,904 76,886,685 47,560,690 18,206,094 4,715,111

In Million Pesos based on Ratecard costs

Source: Nielsen Advertising Information Services

Media Spend Highlights Q1 2010

April 13, 2010

Confidential & Proprietary Copyright 2010 The Nielsen Company

Total TV Ad Minutes ABSCBN & GMA

"Paid For" Level

"Paid For" Level

134.25 133 77.5 52 17 8