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© The Nielsen Company, 2011This report, in full or in part, cannot be reproduced or transmitted in any form or by anymeans without written permission of Nielsen, Media Group, Global AdView.

While every effort has been made in the preparation of this report to ensure accuracy ofthe content, Nielsen, Media Group, Global AdView, cannot accept any liability in respectof errors or omissions or for any losses or consequential losses arising from such errorsor omissions. Readers will appreciate that the contents are only as up-to-date as theiravailability and compilation and printing schedules will allow, and are subject to changeduring the natural course of events.

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World Trends – Year to Date 5

Regional Overview 17

North America 18

Asia Pacific 21

Europe 24

Latin America 27

Middle East & Africa 30

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Methodology 33

About Nielsen Global AdView 42

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12.4

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• Consumer Prices** + 4.5%

• Nielsen Consumer Confidence Index*: 92(+2 compared to Q4 2010)

**2011 vs 2010 forecasts* Q1 2011 survey

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The first quarter of 2011 was a tumultuous one for two regions in particular: the AsiaPacific and the Middle East. Beginning in December 2010 and continuing into 2011,floods in the Queensland and Victoria areas hit Australia’s communities and itseconomy—totaling an approximately AUD$30 billion (US$28 billion) reduction in thecountry’s GDP. Shortly after the floods subsided, New Zealand was hit with a 6.3magnitude earthquake, which took the lives of 181 people and resulted in NZ$15-16billion (US$11 billion) in damage. Although horrible occurrences in both countries, theseevents would almost dwarf in comparison to the next natural disaster that would takeplace: the Great East Japan Earthquake and Tsunami that hit the country on 11 March2011. Over 15,000 deaths were reported, with over 7,500 people still missing. PrimeMinister Naoto Kan reported that “in the 65 years after the end of World War II, this is thetoughest and the most difficult crisis for Japan.” The total cost of the damage is estimatedat over US$300 billion.

On the other side of the world, the Middle East ended 2010 with the ouster of TunisianPresident Ben Ali, which precipitated the overthrow of President Hosni Mubarak in Egypt,a civil war in Libya, and uprisings in Bahrain, Syria, and Yemen. The civil unrest hascreated ripples throughout the region, with protests also occurring in Algeria, Iraq, Jordan,Morocco, and Oman.

Although these two regions were hit hard economically in the first quarter, the peoplehave importantly remained positive: according to a McCann Worldgroup study, 74 percentof Japanese people expressed confidence in Japan's ability to recover. Consumer

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of Japanese people expressed confidence in Japan's ability to recover. Consumerconfidence in the Middle East has risen in the first quarter. In markets like Egypt, wherethe advertising market plummeted -51.3 percent, consumer confidence rose 29 points inthe first quarter from the fourth quarter—to 102 points. Globally, consumer confidencehas risen two points from the fourth quarter of 2010 to 92 points.

Takeshi Minami, chief economist at the Norinchukin Research Institute, reported toReuters in June that “emerging economies are tightening monetary policy so they mayexperience some slowdown, while advanced economies are also seeing very slowgrowth.”

This sentiment seems to also reflect the advertising market in the first quarter of 2011.While markets such as the Asia Pacific (+12.4%) and the Middle East and Africa(+10.4%) emerged from the first quarter with healthy growth over the same quarter in2010, mature markets such as North America (+5.4%) and Europe (+2.9%) showed muchmore contained growth during the first quarter.

Television continued to assert its dominance globally, with a +11.9 percent growth duringthe first quarter—increasing its share of spend amongst other media types from 63.5percent year-to-date in 2010 to 65.3 percent in 2010.

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GLOBALNorth America

CanadaUnited States of America

Asia PacificAustraliaChinaHong KongIndiaIndonesiaJapanMalaysiaNew ZealandPhilippinesSingaporeSouth KoreaTaiwanThailand

EuropeFranceGermany 2.7

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GermanyGreeceIrelandItalyThe Netherlands NorwayPortugalSpainSwitzerlandTurkeyUnited Kingdom

Latin AmericaArgentinaBrazilMexico

Middle East and AfricaEgyptKuwaitLebanonPan-Arab MediaSaudi ArabiaSouth AfricaUnited Arab Emirates -1.8

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Canada -1.3 2.2 -3.5USA 5.9 2.2 3.7Asia Pacific

Australia 2.3 3.0 -0.7

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Although some markets have shown high ad spend growth, actual growth should be takenin context along with inflation rates, as this may provide a more accurate view of growthwithin that market. When adjusted for inflation, South Africa and Argentina show thehighest advertising growth—at 29.9 and 26.7 percent growth respectively. India, whichfaces a higher inflation rate of 7.5 percent, shows a 16.3 percent growth in ad spendwhen adjusted for inflation. These adjusted trends are provided to give an indication of thetrue growth and decline in advertising markets covered in the Nielsen Global AdViewPulse; actual adjusted spend trends may vary.

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Australia 2.3 3.0 -0.7China 20.1 5.0 15.1Hong Kong 13.7 5.8 7.9India 23.8 7.5 16.3Indonesia 23.9 7.1 16.8Japan -1.5 0.2 -1.7Malaysia 20.4 2.8 17.6New Zealand 0.8 4.1 -3.3Philippines 10.9 4.9 6.0Singapore 4.3 3.3 1.0South Korea 1.1 4.5 -3.4Taiwan 4.0 2.0 2.0Thailand 8.1 4.0 4.1

Ad spend Year on Year % change

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consumer prices

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corrected for inflation

Europe

France 11.6 2.1 9.5Germany 2.7 2.2 0.5Greece -20.7 2.5 -23.2Ireland -2.8 0.5 -3.3Italy -3.8 2.0 -5.8Netherlands 4.2 2.3 1.9Norway 10.2 1.8 8.4Portugal 6.1 2.4 3.7Spain -1.2 2.6 -3.8Switzerland 9.2 0.9 8.3Turkey

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Turkey 12.9 5.7 7.2UK 2.5 4.2 -1.7Latin America

Argentina 37.0 10.2 26.8Brazil 11.3 6.3 5.0Mexico 0.4 3.6 -3.2Middle East & Africa

Egypt -51.3 11.5 -62.8Kuwait 1.9 6.1 -4.2Lebanon 4.3 6.5 -2.2Saudi Arabia 11.6 6.0 5.6South Africa 34.8 4.9 29.9United Arab Emirates -1.8 4.5 -6.3

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Industry bodies have forecasted global advertising spend growth rates between 4.2 and5.4 percent for 2011, with slightly higher growth predicted for 2012 (between 5.8% and6.4%). Forecasts were slightly downgraded after the Great East Japan Earthquake inMarch and the “Arab Spring” which is ongoing in the Middle East. The largest potentialgrowth for 2011 is seen in forecasts for China (+13.3% to 17.0%) and India (+17.5% to19.0%) with forecasts as high as 23.3 percent for Russia.

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All four major media types showed

positive numbers globally during

the first quarter of 2011, with

Television continuing its reign as

by far the leading media type.

Television, which holds the highest

share of spend (65.3%), showed a

11.9 percent growth in the first

quarter of 2011 when compared

with Q1 2010. Television grew

impressively in the Asia Pacific,

with a +17.5 percent growth,

whereas mature markets like

North America (+7.7%) and

Europe (+4.9%) showed growth at

a slightly more contained rate.

Radio performed the second-best

compared with Television,

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compared with Television,

registering an 8.5 percent growth

in the first quarter of 2011—the

same growth registered in 2010 vs

2009. Magazines also reported a

positive trend at 6.4 percent, but

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only 1.0 percent—reflecting the

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witnessed in 2010, Radio,

Magazines, and Newspapers

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share of spend to Television.

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All sectors increased their advertising expenditures in the first quarter of 2011 when

compared with Q1 2010, though at a slower growth than witnessed in 2010—which may

be largely due the higher basis of comparison. Ad spend for the sector with the highest

share of spend, FMCG, grew by 7.5 percent against Q1 2010—with very slight growth

noted in North America (+1.6%) and a decline seen in Europe (-3.1%).

Automotive (+17.5%), Clothing & Accessories (+19.3%), Industry & Services (10.3%),

and Healthcare (+12.0%) all reported double-digit ad spend growth during the first

quarter, with Financial also performing well with a 7.1 percent growth. Healthcare’s

growth was particularly noteworthy, as it was the sector with the smallest percentage

increase overall in 2010 (+1.7%). Representing a 10.5 percent share of spend amongst

all macro sectors, Healthcare only experienced a minor decline in spend in Europe, at

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2 ��$�� %��0 ��(Driven by positive performance in the US and inparticular strong performance in the month of March(+13.4%), the North American region finished the firstquarter of 2011 with a growth of +5.4 percent comparedto Q1 2010. Although all media types showed positivetrends during 2010, Newspapers were the only mediatype to show a decline during the first quarter of 2011(-7.6%). Magazines, on the other hand, remained in thepositive with a 6.8 percent increase in the first quarter of2011. With regard to the sectors, Distribution Channelswas the only sector to show a decline (-6.3%).Healthcare, which ended 2010 with a decline of -3.3

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percent, importantly showed growth in the first quarter at +1.2 percent, while Automotive and Financial continued their double-digit performance at +19.2 percent and 11.3 percentrespectively. FMCG, a sector that showed decline inEurope, also showed very contained growth in NorthAmerica during the first quarter—growing marginally at

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• Growth continues in spite ofJapan’s -1.5% decline

disrespectful to advertise during a moment of great tragedyin Japan), they were still obligated to pay for these spots,containing a potentially huge decline in the advertisingmarket. China furthered its spot as the leading market inthe Asia Pacific—now representing a 51.3 percent share of

After the 10.1 percent growth witnessed in the AsiaPacific during 2010, the advertising market grew by 12.4percent in the first quarter of 2011 when compared withthe same quarter in 2010. This growth was witnessed inspite of the dramatic earthquake and tsunami whichoccurred in Japan, which brought the market with thesecond largest advertising spend in the region down to a-1.5 percent decline on ad spend for the quarter. Thedecline was contained by commitments already made byadvertisers—therefore, although many advertisers

cancelled their scheduled spots (as it was considered

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the Asia Pacific—now representing a 51.3 percent share ofthe region. China’s -12.1 percent decline inTelecommunications ad spend therefore fueled the -2.6percent decline witnessed in Telecommunications for theregion as a whole.


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The European advertising market continued its path ofcontained growth during the first quarter of 2011, reportinga 2.9 percent increase in advertising spend whencompared with Q1 2010. This may in part be due to thecomparison with Q1 2010—when advertising for thewinter Olympics was coming to a close and World CupFootball advertising was just starting up. After ending2010 with an increase of +8.1 percent, the region’s largestsector, FMCG, showed an important decline of -3.1percent—which may have been fueled by the later date ofthe Easter holiday which traditionally fuels confectionaryadvertising. March 2011 showed a decline in ad spendingof -1.2 percent when compared with the same month in

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• European advertising closes Q1 with a slight growth of 2.9%

• FMCG showed an important decline of -3.1 percent—which may have been fueled by the later date of the Easter holiday

March 2010. Other sectors in decline include Financial(-1.6%) and Healthcare (-2.0%). The Automotive sectorshowed the strongest percentage growth for the region at+10.8 percent, representing a 10.3 percent share of spendfor the region. Similar to its North American counterparts,Europe’s Newspaper ad spend declined in the first

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• Automotive sector showed the strongest percentage growth for the region at +10.8%


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• Latin America’s ad market cools slightly (+11.0%) in Q1, compared with 2010 performance

• Consumer confidence declines in all three markets

percent share of the region from 11.8 percent in 2010. Consumer confidence in Argentina, Brazil, and Mexico all declined in the first quarter, with Brazil showing the largest decrease of 13 points to 95. All sectors showed positive trends during the first quarter of 2011. FMCG, with a 23.3

After a strong performance in 2010 (+21.2%), the LatinAmerican advertising market cooled slightly in the firstquarter of 2011 to a +11.0 percent growth over Q1 2010.While this may in part be due to a high base ofcomparison with Q1 2010, the markets of Brazil(+11.3%) and certainly Mexico (0.4%) were quite tame incomparison to Argentina—which continued its double-digit growth to +37.0 percent. In fact, while Brazil stillreigns as the market with the largest share of advertisingspend in the region at 57.7 percent, Argentina gained

quite a bit of share during the first quarter—now

representing a 14.6

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0

1000

2000

3000

4000

5000

6000

7000

8000


20102011

27.7

57.7

14.6

declines in all three markets

• Argentina’s ad spend increases +37.0% in Q1 2011


30.7

57.5

11.8

2011

2010Argentina

Brazil

Mexico


trends during the first quarter of 2011. FMCG, with a 23.3 percent share of spend, spent +15.7 percent more on advertising during the first quarter.


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12.5

10.5

RADIO

TELEVISION

16.1

7.2

10.511.0

Yearto date


Media -- % Share of Spend -- YTD

11.011.0


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8.8

16.95.5

68.8

2011

5��+2 �� %+��

2010

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20.6

9.7

6.4

10.4

15.7

3.8

9.3

3.0

14.2

21.8

10.8

Telecom.

Media

Ind. & Serv.

Healthc.

FMCG

Financial

Entert.

Durables

Distrib.

Cloth. & Acces.

Automotive

% changeYTD

15.6

10.7

MAGAZINES

NEWSPAPERS

% change YTD @Q1

7.2

6.123.3

5.6

18.8

10.0 6.19.3

1.69.0

2.9

7.3

6.522.45.6

5.6

19.6

10.1

3.1

9.01.4 9.1

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Sectors -- % change YTD Sectors -- % Share of Spend -- YTD

Automotive

Clothing & Access.

Distribution

Durables

Entertainment

Financial

Telecom.

FMCG

Healthcare

Industry & Serv.

Media

8.8

8.7

17.0

5.3

69.1

Television

Magazines

Newspapers

Radio

2011

2010

2010

0.00.2

0.91.2

1.61.6

1.82.1

2.93.6

4.75.65.6

5.96.16.1

9.09.3

9.910.0

12.0

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1 Institutions2 Media & Publishing3 Cosmetics & Toiletries4 Distribution Channels5 Automotive6 Telecommunications7 Financial8 Drink9 Industry, Agr. & Property10 Healthcare11 Food12 Entertainment13 Housekeeping Products14 Leisure Products15 Information Technology16 Transport & Tourism17 Clothing & Accessories18 Business Services19 Furnishings & Decoration20 Domestic Appliances21 Tobacco

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• Advertising markets such as Egypt are pummeled afterthe Arab Spring

• Consumer confidence still grows in all Middle East markets measured

during the first quarter at 36.8 percent. Interestingly,Industry & Services advertising (which containsGovernment advertising) was down in the first quarter by

-6.8 percent, and was the only sector in the region toreport a decline. Media, which represents a 21.7 percent

Although advertising markets such as Egypt werepummeled as a result of the Arab Spring in the firstquarter, consumer confidence remained high within theregion—as all markets within the region reported positivegains in consumer confidence from the fourth quarter of2010. Egypt, well on the way to be the top advertisingmarket in the Middle East at the end of 2010, reported a-51.3 percent decline in spending during the firstquarter—yet with optimistic Egyptians showing a +29point increase in confidence to 102 points. The low-

cost Radio showed the greatest percentage increase in ad spend

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0

500

1000

1500

2000

2500


2010

2011

33.23.8

6.02.3

7.9

6.9

39.9

• Ad spend ends Q1 with a10.4% increase for the region


32.6

6.88.9

9.8

2.56.58.6

34.1

2011

2010

Pan-Arab Media


report a decline. Media, which represents a 21.7 percentshare of spend, showed a 38.9 percent growth in spendduring the first quarter, and increased its share from 17.2percent in 2010.


� �� Egypt

Kuwait

Lebanon

Saudi Arabia

South Africa

UAE

36.8

13.0

RADIO

TELEVISION

7.4

2.4

23.7

10.4

Yearto date


Media -- % Share of Spend -- YTD

10.410.4


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24.4

6.6

64.0

2011

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38.9

-6.8

15.9

7.4

13.2

9.4

1.4

4.1

25.5

5.1

Telecom.

Media

Ind.&Serv.

Healthc.

FMCG

Financial

Entert.

Durables

Distrib.

Cloth. & Acces.

Automotive

% changeYTD

6.9

1.1

MAGAZINES

NEWSPAPERS

% change YTD @Q1

8.1

21.23.015.7

21.7

12.9

4.8

2.82.44.82.6

8.2

4.7

21.72.9

13.9

18.5

17.2

2.95.1

2.1 2.9

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Sectors -- % change YTD Sectors -- % Share of Spend -- YTD

Automotive

Clothing & Access.

Distribution

Durables

Entertainment

Financial

Telecom.

FMCG

Healthcare

Industry & Serv.

Media

5.0

4.0

26.76.8

62.5

Television

Magazines

Newspapers

Radio

2011

2010

2010

0.00.1

0.70.71.01.3

1.72.12.42.62.72.83.0

4.14.84.8

5.57.1

7.910.3

12.921.7

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1 Media & Publishing2 Telecommunications3 Institutions4 Cosmetics & Toiletries5 Food6 Entertainment7 Automotive8 Financial9 Drink10 Healthcare11 Distribution Channels12 Industry, Agr. & Property13 Business Services14 Clothing & Accessories15 Housekeeping Products16 Transport & Tourism17 Furnishings & Decoration18 Leisure Products19 Domestic Appliances20 Information Technology21 Power & Water22 Tobacco

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The information included in this report has been compiled, harmonized and produced byNielsen, Media Group, Global AdView.Global AdView Pulse reports on advertising expenditure for Argentina, Australia, Brazil,Canada, China, Egypt, France, Germany, Greece, Hong Kong, India, Indonesia, Ireland,Italy, Japan, Kuwait, Lebanon, Malaysia, Mexico, The Netherlands, New Zealand,Norway, Pan-Arab Media, Philippines, Portugal, Saudi Arabia, Singapore, South Africa,South Korea, Spain, Switzerland, Taiwan, Thailand, Turkey, the United Arab Emirates,the United Kingdom, and the United States of America.

Pan-Arab Media refers to the media outlets in the Middle East that have significantviewership, readership or listenership in two or more markets and are not localized toonly one market in the region. They do not represent a duplication with the coverage ofeach country and gather a significant amount of the advertising in the region.

The Media Group within Nielsen, is the data source for the following countries:

• Australia • Norway

• Canada • Philippines

��

* in association with TAMIndia

** in association with Media Focus

• Canada • Philippines

• China • Singapore

• Germany • South Africa

• India* • South Korea

• Indonesia • Switzerland**

• Ireland (Republic of) • Taiwan

• Italy • Thailand

• Malaysia • Turkey

• The Netherlands • United Kingdom

• New Zealand • United States of America

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The data sources for the other countries included in the report are:

Argentina: IBOPE

Brazil: IBOPE

Egypt: PARC (Pan Arab Research Centre)

France: Yacast

Greece: Media Services

Hong Kong: admanGo

Japan: Nihon Daily Tsushinsha

Kuwait: PARC (Pan Arab Research Centre)

Lebanon: PARC (Pan Arab Research Centre)

Mexico: IBOPE

Pan-Arab Media: PARC (Pan Arab Research Centre)

Portugal: Mediamonitor

Saudi Arabia: PARC (Pan Arab Research Centre)

Spain: Arce Media

UAE: PARC (Pan Arab Research Centre)

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The source for the macro-economic indicators is IMF (International Monetary Fund) –World Economic Outlook April 2011 (website: www.imf.org).

The Nielsen Global Consumer Confidence Survey (source for the Nielsen ConsumerConfidence Index), was conducted between March 23 and April 12, 2011 and polledapproximately 28,000 consumers in 51 countries throughout Asia Pacific, Europe, LatinAmerica, the Middle East, Africa and North America about their confidence levels andeconomic outlook. The Nielsen Consumer Confidence Index is developed based onconsumers’ confidence in the job market, status of their personal finances and readinessto spend. The sample has quotas based on age and sex for each country based on theirInternet users, is weighted to be representative of Internet consumers, and has amaximum margin of error of +0.6%.

Figures are expressed in Million USD and are gross except for Australia, Ireland, and theUK which are estimated net at source, and France, Greece, Italy, the Netherlands,Spain, Taiwan, and Turkey to which Nielsen Global AdView estimated weighting factorsare applied. USA and Spanish figures are based on apples-to-apples comparisons to theprevious year, both in terms of coverage and methodology, in order to give a moreaccurate representation of the trends. The source for the exchange rates is OANDA

(website: www.oanda.com ) and the rate applied to all figures is the 2010 yearly average.

In order to reflect the most accurate picture for media type trends and macro-sectortrends, the methodology used for each may differ. Adjustments and estimates necessaryto represent the media type trends accurately may not be suitable for the macro-sectortrends. In some cases a direct comparison is therefore not possible.

MAP OF THE REPORT

• World Trend: this section includes all territories and relates to the following mediatypes : Television, Newspapers, Magazines and Radio.

• Internet, Outdoor and Cinema: this section intends to give an overview of the globaltrend of these media types for the territories in which they are covered. The advertisingexpenditure on this media is not included in the total for the global trend as the scatteredcoverage, would make the comparison inconsistent.

�� 8

• Regions: this section includes spend on Television, Newspapers, Magazines andRadio. Each region includes the following countries:

– North America: Canada, United States of America.

– Asia Pacific: Australia, China, Hong Kong, India, Indonesia, Japan,Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan,Thailand.

– Europe: France, Germany, Greece, Ireland, Italy, The Netherlands,Norway, Portugal, Spain, Switzerland, Turkey, United Kingdom.

– Latin America: Argentina, Brazil, Mexico.

– Middle East and Africa: Egypt, Kuwait, Lebanon, Pan-Arab Media, SaudiArabia, South Africa, United Arab Emirates.

Note: Pan-Arab Media refers to the media titles in the Middle East that havesignificant viewership, readership or listenership in two or more marketsand are not localized to only one market in the region. They do notrepresent a duplication with the coverage of each country and gather asignificant amount of the advertising in the region.

• Country breakdown refers to all major media types available in the country(Television, Newspapers, Magazines, Radio, Outdoor, Cinema, Internet).

• Macro-sectors include the following Categories:

– Automotive: Automotive

– Industry & Services: Business Services, Property, Institutions, Power & Water

– Clothing & Accessories: Clothing & Accessories

– FMCG: Cosmetics & Toiletries, Drinks, Food, Housekeeping Products, Tobacco

– Distribution Channels: Distribution Channels (including also: Mail Order, Multiple

Product Retailers, On-line shopping & generic on-line services, Corporate/Image

and sponsorship Distribution Channels)

– Durables: Domestic Appliances, Furnishings & Decoration, Information

Technology

– Entertainment: Entertainment, Leisure products, Transport & Tourism

– Financial: Financial

– Healthcare: Healthcare

– Media: Media & Publishing

– Telecommunications: Telecommunications

Macro-sectors and Categories are harmonized in order to allow consistency of

comparison between regions and countries. They may therefore differ to how the local

sectors and categories are built.

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�� 9

• Top 20 Global Spenders: this ranking has been compiled to show the top 20 spenders

at corporate/holding company level. Using each of the businesses comprising these

international corporations at a local level the cumulative total has been reported. The top

20 global spenders rank is based on the Nielsen countries included in this review plus

Spain, Portugal and Hong Kong. For the remaining countries the advertiser detail is not

available in a way that can be included in the global ranking.

TV Newsp. Magaz. Radio Outdoor Cinema Internet

North America

Canada

USA

Asia Pacific

Australia

China

Hong Kong

India

Indonesia

Japan

Malaysia

New Zealand

Philippines

Singapore

� �� (This table presents an overview of the media types covered in each territory.

�� ;

Singapore

South Korea

Taiwan

Thailand

Europe

France

Germany

Greece

Ireland

Italy

Netherlands

Norway

Portugal

Spain

Switzerland

Turkey

UK

� ��$�� "

TV Newsp. Magaz. Radio Outdoor Cinema Internet

Latin America

Argentina

Brazil

Mexico

Middle East and Africa

Egypt

Kuwait

Lebanon

Pan-Arab

Saudi Arabia

South Africa

UAE

� �� (This table presents an overview of the media types covered in each territory.

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2 �� " ��

Please refer to the following notes to this quarter’s data while reading the report.

• Argentina: due to local coding methodology for Retail, it is not possible to attribute thelocal spend to the global Distribution Channels category. The trend for this sector istherefore not reported separately.

• China: spend information for Radio and Internet is not available prior to 2008 thereforethe trends for the previous years are not reported.

• Egypt: Outdoor information is excluded from this review as it was not complete at timeof publication.

• France: spend information for Internet is not available prior to 2008 therefore the trendsfor the previous years are not reported. Figures are provided at rate card prices, butNielsen Global AdView estimated weighting factors are applied to ensure trends aremore representative of the market. Cinema data was not complete at the time ofpublication and is therefore excluded. As a modification in Internet methodology tookplace mid-2010, some caution should be used when comparing Q1 2011 Internet to Q12010

• Greece: Nielsen Global AdView estimated weighting factors are applied.

��

• Greece: Nielsen Global AdView estimated weighting factors are applied.

• Ireland: figures are estimated net at source.

• Italy: Outdoor’s trend 2009 versus 2008 is affected by an increase in coverage in 2009.

• Kuwait: Outdoor information is excluded from this review as it was not complete at time of publication.

• Malaysia: overall growth is in part due to increased coverage for Television.

• Lebanon: due to the presence of very high discounts form Television media ownerscompared to other markets in the Middle East, an average weighting factor is applied toTelevision ad spend.

• The Netherlands: Nielsen Global AdView estimated weighting factors are applied.

• Saudi Arabia: spend information for Internet is not available prior to 2008 therefore thetrends for the previous years are not reported.The sharp decline in Radio is in part due tothe limited number of monitored channels.

2 �� " ��

Please refer to the following notes to this quarter’s data while reading the report.

• Singapore: spend information for Internet is not available prior to 2008 therefore thetrends for the previous years are not reported. The drop in Internet spend is in part due toreduced coverage since June 2010.

• South Africa: the share of spend and the trend of the macro-sector Media areinfluenced by the high incidence of house-advertising.

• Spain: data reflects apples-to-apples comparisons to the prior year in terms ofcoverage and methodology, to give a more accurate representation of the trends.

• Thailand: spend information for Internet is not available prior to 2008 therefore thetrends for the previous years are not reported.

• Turkey: Nielsen Global AdView estimated weighting factors are applied. In additional toorganic growth, the increase in Outdoor is also due to increased coverage.

� ��$�� "

��

• UK: due to a break in trend caused by a changing methodology, Internet data isexcluded from the 2008 vs 2007 comparison. Internet has been excluded for 2011 as amajor methodology change has made 2011 incomparable to 2010.

• USA: data reflects apples-to-apples comparisons to the prior year in terms of coverageand methodology, to give a more accurate representation of the trends. Internetinformation excluded from this quarter report as it was not complete at the time ofpublication.

��2 �� 6��(

Contact

E-mail : [email protected]

2 �� 6��(

Nielsen Global AdView provides international advertising services. Nielsen GlobalAdView provides information on what an advertiser’s competitors are spending, whereand how, in more than 80 countries, along with a deep and complete knowledge of localmarket advertising trends. Spend and creative content can be compiled, linked andharmonized at brand and product level to enable quick strategic insight into competitiveactivity within a client’s own product sector.

� ��

One of the major businesses of Nielsen, the Media Group is active in 40 marketsoffering television, radio and outdoor audience measurement, print readership,

��

offering television, radio and outdoor audience measurement, print readership,advertising information services and customized media research. The Media Group ofNielsen is the recognized market standard for media information in the largestadvertising territories. Thanks to the local presence of our own branches in more than20 of the world’s leading advertising markets (including North America, Europe, AsiaPacific and Africa) we can measure expenditure and creatives daily, providing analways open window on the world of media.

2 ��

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurementcompany with leading market positions in marketing and consumer information,television and other media measurement, online intelligence, mobile measurement,trade shows and related properties. Nielsen has a presence in approximately 100countries, with headquarters in New York, USA and Diemen, the Netherlands. For moreinformation, please visit www.nielsen.com.

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