e marketer the_global_media_intelligence_report-north_america_2013

THE GLOBAL MEDIA INTELLIGENCE REPORTNorth AmericaSEPTEMBER 2013

eMarketer Team

The Global Media Intelligence Report: North America Copyright ©2013 eMarketer, Inc. All rights reserved. NA-1

North America Both Canada and the US experienced economic ups and downs in the past year. While the US is still emerging from recession—and Canada never fell into it—neither country has been untouched by the continuing eurozone crisis and a marked slowing of growth in Asia-Pacific—notably, in China. But these worries have done nothing to dent the pre-eminence of North America’s advertising market. On the contrary: The US and Canada will account for $184.73 billion in ad expenditure this year, eMarketer estimates, or 35.7% of the worldwide total—a larger share than any other region and a greater proportion than in 2012. Between now and 2017, North America will continue to represent the biggest-single component of the global ad economy as regional spending on all measured media passes $212 billion. That portion will diminish marginally, though, as faster-growing markets including Asia-Pacific and Latin America gain share.

billions

Total Media Ad Spending Worldwide, by Region,2011-2017

North America

Asia-Pacific

Western Europe

Latin America

Central & Eastern Europe

Middle East &Africa

Worldwide

2011

$170.86

$134.19

$110.22

$31.13

$19.33

$15.96

$481.68

2012

$178.27

$142.37

$109.01

$34.39

$20.99

$18.04

$503.07

2013

$184.73

$143.23

$110.21

$36.97

$22.67

$19.28

$517.10

2014

$191.94

$152.11

$112.69

$40.97

$24.41

$20.62

$542.73

2015

$197.97

$161.08

$114.94

$44.86

$26.07

$21.85

$566.77

2016

$205.91

$169.78

$117.12

$49.34

$27.71

$23.10

$592.97

2017

$212.44

$178.78

$119.23

$53.29

$29.31

$24.25

$617.31

Note: includes digital (online and mobile), directories, magazines,newspapers, outdoor, radio and TVSource: eMarketer, Aug 2013162147 www.eMarketer.com

Inevitably, the scale of ad spending in the US dwarfs the Canadian market. In 2013, US expenditure on advertising is projected to reach $171.01 billion, compared with $13.72 billion in Canada. In other words, the former will account for an estimated $92.60 of every $100 spent on advertising in the region. That share will remain essentially constant throughout the forecast period.

billions

Total Media Ad Spending in North America, by Country, 2011-2017

US

Canada*

North America

2011

$158.26

$12.60

$170.86

2012

$165.03

$13.24

$178.27

2013

$171.01

$13.72

$184.73

2014

$177.76

$14.18

$191.94

2015

$183.35

$14.62

$197.97

2016

$190.86

$15.05

$205.91

2017

$196.95

$15.49

$212.44

Note: includes digital (online and mobile), directories, magazines,newspapers, outdoor, radio and TV; *converted at the exchange rate ofUS$1=C$1Source: eMarketer, Aug 2013162154 www.eMarketer.com

The enormous size and unmatched maturity of the US advertising industry ensure that ad spending per person is among the highest anywhere. This year, advertisers in the US will invest an estimated $540 for every individual in the country—more than double the average in Western Europe ($265) and over seven times the global average of $73. In Canada, average ad spending per person will be substantially lower, but still impressive, at $397.

In the digital arena, North America also reigns supreme, thanks to very robust internet penetration. Web usage is already high: In 2013, 77.0% of the entire regional population will go online at least once a month, eMarketer estimates. Within four years, 80.1% of all residents will access the internet regularly. Throughout the forecast period, web penetration in North America will be about 9 percentage points higher than in Western Europe and roughly twice the global average.

As new users join the online population and time spent with digital platforms increases, digital ad budgets are still making massive advances. This year, North American spending on internet and mobile ads will rise 14.5%, to $45.44 billion, eMarketer predicts—almost 39% of the total worldwide. That share is shrinking, to some extent, as digital formats gain ground in underdeveloped markets such as Central and Eastern Europe, Latin America, and the Middle East and Africa. But even in 2017, an estimated 37.9% of global expenditures on internet and mobile ads will go toward targeting consumers in the US and Canada.


North America

billions

Digital Ad Spending Worldwide, by Region andCountry, 2012-2017

North America

—US

—Canada

Asia-Pacific

—China*

—Japan

—Australia

—South Korea

—India

—Indonesia

—Other

WesternEurope

—UK

—Germany

—France

—Italy

—Netherlands

—Spain

—Sweden

—Norway

—Denmark

—Finland

—Other

Central &Eastern Europe

—Russia

—Other

Latin America

—Brazil

—Mexico

—Argentina

—Other

Middle East &Africa

Worldwide

2012

$39.70

$36.80

$2.90

$30.58

$11.21

$9.59

$3.10

$1.87

$0.49

$0.14

$4.18

$25.76

$8.60

$5.05

$2.64

$1.52

$1.48

$1.14

$0.91

$0.79

$0.73

$0.31

$2.60

$3.70

$1.62

$2.08

$3.39

$2.08

$0.50

$0.31

$0.50

$0.91

$104.04

2013

$45.44

$42.26

$3.18

$33.76

$14.02

$8.83

$3.52

$2.02

$0.65

$0.24

$4.48

$28.39

$9.63

$5.65

$2.80

$1.65

$1.60

$1.15

$1.01

$0.85

$0.80

$0.35

$2.91

$4.55

$2.01

$2.54

$4.11

$2.49

$0.66

$0.31

$0.65

$1.35

$117.60

2014

$51.05

$47.58

$3.47

$37.77

$15.98

$9.49

$3.91

$2.18

$0.84

$0.42

$4.96

$31.37

$10.83

$6.22

$3.05

$1.83

$1.72

$1.24

$1.10

$0.91

$0.86

$0.37

$3.25

$5.28

$2.37

$2.91

$5.29

$3.19

$0.90

$0.33

$0.86

$1.86

$132.62

2015

$56.24

$52.49

$3.74

$41.78

$17.89

$10.06

$4.26

$2.31

$1.06

$0.72

$5.48

$33.79

$11.70

$6.59

$3.26

$2.05

$1.84

$1.36

$1.18

$0.97

$0.92

$0.39

$3.53

$5.97

$2.68

$3.29

$6.18

$3.67

$1.10

$0.36

$1.06

$2.42

$146.38

2016

$61.31

$57.30

$4.01

$45.83

$19.68

$10.60

$4.59

$2.43

$1.31

$1.19

$6.02

$36.09

$12.52

$6.94

$3.46

$2.28

$1.95

$1.47

$1.25

$1.03

$0.99

$0.41

$3.80

$6.50

$2.95

$3.56

$7.23

$4.29

$1.31

$0.38

$1.25

$3.06

$160.02

2017

$65.59

$61.35

$4.25

$50.18

$21.46

$11.13

$4.94

$2.56

$1.62

$1.90

$6.59

$38.25

$13.27

$7.29

$3.65

$2.51

$2.05

$1.57

$1.31

$1.08

$1.05

$0.42

$4.05

$7.03

$3.18

$3.84

$8.27

$4.89

$1.53

$0.40

$1.45

$3.80

$173.12

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones and tablets, and includes all the various formatsof advertising on those platforms; excludes SMS, MMS and P2Pmessaging-based advertising; numbers may not add up to total due torounding; *excludes Hong KongSource: eMarketer, Aug 2013161881 www.eMarketer.com

Meanwhile, mobile platforms are increasingly central to media strategies for the region’s advertisers and marketers. This is hardly surprising, given ever-rising levels of mobile device ownership and use. In 2013, 77.9% of US residents and 68.9% of people living in Canada will own at least one mobile phone and use it monthly, eMarketer estimates. In both countries, more than half of all mobile users will have a smartphone this year, and 52.6% of US web users will have a tablet. Mobile seems all the more attractive for many advertisers because several research studies have shown engagement and response rates are often higher on phones and tablets than on a PC or laptop.

In 2012 alone, ad spending on the mobile internet in Canada and the US more than doubled, from around $1.38 billion in 2011 to over $4.27 billion. That propelled North America to the top of the worldwide rankings for mobile internet expenditure, surpassing Asia-Pacific. eMarketer predicts that mobile internet ad outlays in North America will pass $7.72 billion in 2013 and top $29 billion within four years.

millions

Mobile Internet Ad Spending in North America, by Country, 2011-2017

US

Canada*

North America

2011

$1,317

$61

$1,378

2012

$4,140

$132

$4,272

2013

$7,433

$291

$7,724

2014

$11,563

$468

$12,031

2015

$16,496

$696

$17,192

2016

$22,021

$978

$22,999

2017

$27,803

$1,264

$29,067

Note: includes display (banners, video and rich media) and search; excludesSMS, MMS and P2P messaging-based advertising; includes ad spending on tablets; numbers may not add up to total due to rounding; *eMarketer benchmarks its Canada mobile ad spending projections against the IAB Canada data for which the last full year measured was 2011; in US$Source: eMarketer, June 2013; confirmed and republished, Aug 2013159150 www.eMarketer.com


North America

Brands in North America already devote a greater proportion of their digital ad budgets to the mobile internet than their counterparts elsewhere—an estimated 18.8% in 2013. In 2017, mobile looks set to claim nearly half of all regional spending on digital ads.

% of total

Mobile Internet Ad Spending Share of Total Digital Ad Spending, by Region, 2011-2017

North America

Western Europe

Asia-Pacific

Latin America

Middle East & Africa

Central & Eastern Europe

Worldwide

2011

4.0%

3.3%

7.9%

1.7%

1.7%

1.3%

4.6%

2012

10.8%

6.5%

8.8%

2.3%

2.3%

1.9%

8.5%

2013

18.8%

12.6%

12.3%

3.7%

3.7%

3.6%

14.2%

2014

26.1%

20.4%

15.5%

5.5%

4.6%

5.2%

19.8%

2015

33.9%

27.2%

19.4%

7.8%

5.7%

7.1%

25.6%

2016

41.5%

33.4%

22.9%

10.6%

7.2%

9.4%

31.0%

2017

49.1%

39.7%

26.0%

14.5%

8.9%

11.7%

36.3%

Note: includes display (banners, video and rich media) and search; excludesSMS, MMS and P2P messaging-based advertising; includes ad spending ontabletsSource: eMarketer, Aug 2013161923 www.eMarketer.com


Canada ■ The Conservatives enjoy a majority in Canada’s parliament, and according to the Economist Intelligence Unit (EIU), opposition maneuvers are not likely to shake the government during its current term, finishing in 2015. Overall, the budget is expected to show a deficit, but “public finances are healthier than in other large economies, and the deficit is expected to decline at a moderate pace.” This should enable the Bank of Canada to implement “a gradual monetary tightening” from H2 2014. Noting that national output rose 0.2% this past May—the fifth consecutive month of growth—the EIU forecast a real GDP increase of 1.7% in 2013, with higher rates expected between 2014 and 2017. The International Monetary Fund (IMF) has also predicted a rise of 1.7% this year and 2.2% in 2014. The EIU did warn that the high indebtedness of households in Canada would restrain consumer spending. In addition, “the Canadian dollar is vulnerable to swings in global risk appetite” and is forecast to weaken against the US dollar in the near term. As a business environment, Canada will remain the fourth-best globally, in the EIU’s view. The country recently instituted some obstacles to hiring temporary foreign workers, and tax regulations may put some investors off. But these factors are more than outweighed, said the EIU, by Canada’s “welcoming policy on foreign investment, low levels of foreign trade and exchange controls, political stability, and good opportunities for financing.”

■ For years, broadband has been a crucial part of Canada’s communications infrastructure, chiefly because much of the country’s relatively small population—34.6 million this year, according to the US Census Bureau—is dispersed across considerable distances. In 2013, Canada continues to enjoy one of the world’s highest levels of broadband provision. Fixed high-speed connections will reach more than three-quarters (75.6%) of homes this year, eMarketer estimates, and over 77% in 2017.

■ Historically, broadband penetration has correlated closely with use of the internet, and Canada was also in the vanguard of mainstream web usage. eMarketer predicts that 77.5% of all residents will go online at least once per month in 2013. In 2017, 78.7% will access the web regularly. The online population is approaching a plateau, however, and growth in the number of users will fall to 1.0% by the end of the forecast period.

■ With respect to traditional media, Canada has not seen a significant behavioral shift between 2012 and 2013, according to the Television Bureau of Canada and PMB Print Measurement Bureau. Magazines, radio and television—both free-to-air and paid subscription services—registered only marginal changes in reach. Free-to-air TV maintained the top position nationally, reaching 98.5% of homes, while 94.0% of households also had cable or satellite TV. Some 82.6% of residents 18 and older had listened to at least half an hour of radio in the week before sampling this year—slightly more than in 2012. Typically, consumers also spent a good deal more time with television than with other media platforms. PMB Print Measurement Bureau reported that respondents consumed an average 21.4 hours of TV weekly, compared with 13.8 hours devoted to radio and a modest 2.5 hours (per month, in this case) with magazines.

■ Use of mobile phones is less common in Canada than in the US, but eMarketer estimates that more than two-thirds of the population will own such a device this year—23.8 million residents in all. Between now and 2017, 3.3 million new owners will be added to that tally. Just over one-third (35.1%) of all residents—51.0% of people with mobile phones—will have a smartphone in 2013. By 2017, nearly two-thirds (65.5%) of mobile phone users will own at least one advanced handset.

■ Canada will mark an important mobile milestone this year as more than half (53.0%) of mobile phone owners go online with their phone. The number of mobile phone internet users will pass 12 million in 2013—an annual gain of 15.1%—and reach a projected 18.1 million in 2017. By that year, over two-thirds of all mobile phone owners will use their handset to access the web, equivalent to more than half of all residents. According to PMB Print Measurement Bureau, Canada’s adults spent an average 2.1 hours per week on the mobile internet in early 2013.


Canada

■ With respect to most media platforms, Canada is a mature market. For that reason, we would expect relatively little variation in gender, age and levels of affluence between these media populations. For example, females are slightly more numerous overall, so constituted just over half (50.7%) of the TV audience in 2013, according to PMB Print Measurement Bureau. Women also accounted for 51.4% of Canada’s mobile phone users. Males did outnumber females among radio listeners and newspaper readers, however. Around one-third of most audiences were from affluent households (with annual earnings of at least CA$100,000—equivalent to US$100,000 in 2012), and between 9% and 11% typically came from the lowest income level. (Editor’s note: Unless otherwise noted, all further dollar amounts in the “Canada” section of this report are in Canadian dollars, which have been approximately on par with US dollars during the past 18 months.) Only two media populations deviated markedly from these norms: TV viewers, who included a greater proportion from low-income homes, and internet users, who claimed a slightly higher percentage from the top two income brackets.

■ As in most countries around the world, males were more likely to be involved with advanced mobile usage. For example, men formed the majority of Canada’s smartphone owners (51.9%) and mobile web users (52.5%), PMB Print Measurement Bureau found—though the gender gap had diminished since 2012 in both cases. Interestingly, there was no comparable disparity among residents with touchscreen tablets and ereaders—amounting to one in five of the 18-and-older population in early 2013. This was by far the most well-to-do audience, though: 49.4% of tablet and ereader owners belonged to affluent households.

■ Social networking appeals to all age brackets and socioeconomic groups in Canada. According to comScore Media Metrix, 20.0% of social networkers earlier this year were under 18, while 18.4% were ages 55 and older. Nearly one-third (32.5%) belonged to affluent households, with annual income of $100,000 or more, while 36.9% came from homes earning less than $60,000. Similarly, the online social audience was divided almost precisely between males and females. eMarketer estimates that 51.2% of the entire population will visit a social network at least once per month in 2013. Of those, the overwhelming majority—93.9%—will use Facebook. That proportion will slip, but only marginally, during the next four years. We predict that in 2017, 18.5 million web users in Canada will have a Facebook account and check in at least monthly.

■ Though many consumers are in debt and reining in personal spending, the general buoyancy and upward trajectory of the Canadian economy provide a real stimulus for advertisers to invest. Total ad expenditure will grow by more than double the rate of GDP in 2013, eMarketer estimates, rising 3.6% to $13.72 billion. Annual gains will decline gradually, but we project outlays on all measured media will reach $15.49 billion in 2017. Forecasts for current-year ad spending from GroupM and MAGNA GLOBAL are also above $13.0 billion. The lowest recent estimate, of $11.9 billion, is from ZenithOptimedia.

■ Investment in online and mobile ad formats will be 9.5% higher this year than in 2012. Double-digit growth may be a thing of the past, but expenditure on digital ads will climb to an estimated $3.18 billion in 2013 and pass $4 billion in 2016, eMarketer forecasts. Spending on mobile internet ads, the least mature segment of the market, will undergo the most impressive expansion; we estimate that outlays in this category jumped by 115.1% in 2012—and it will see its best-ever performance this year, rising 120.1% to $290.5 million. Within four years, spending on mobile web ads is expected to top $1.26 billion.

■ ZenithOptimedia’s “Advertising Expenditure Forecasts” presented a somewhat different scenario, partly because this publication defines digital advertising rather differently than eMarketer. According to this source, Canadian spending on digital ads—including search, display, classifieds, email, mobile and video—is still growing by more than 13% annually. This year, digital will come close to rivaling expenditure on TV ads and will overtake television ad outlays in 2014. ZenithOptimedia put digital ad spending at US$3.56 billion in 2013, equivalent to approximately 29.8% of investments in all measured media in Canada. By contrast, we expect ads on digital platforms to constitute no more than 23.2% of total Canadian ad dollars this year.


Canada

POPULATION

millionsPopulation in Canada, 2010-2017

2010

33.8

2011

34.0

2012

34.3

2013

34.6

2014

34.8

2015

35.1

2016

35.4

2017

35.6

Note: population as of July for each yearSource: US Census Bureau, International Data Base, June 2012160042 www.eMarketer.com

MEDIA

% of populationMedia Penetration in Canada, 2012 & 2013

TV households99.0%

98.5%

Cable/satellite TV households93.0%

94.0%

Radio listeners (1)82.1%

82.6%

Internet users (1)75.4%

77.8%

Magazine readers (2)75.5%

74.4%

Mobile phone owners (3)68.6%

68.9%

Newspaper readers (4)58.8%

Social network users (5)49.3%

51.2%

Mobile internet users (6)32.0%

36.5%

Smartphone owners (7)30.6%

35.1%

Tablet owners (8)20.5%

2012 2013

Note: (1) ages 18+; used at least 1/2 hour in the past week; (2) ages 18+;read in the past month; (3) individuals of any age who own at least onemobile phone; use once per month; (4) ages 18+; read 1+ daily newspapersin the average week; (5) use a social network site via any device at leastonce per month; (6) mobile phone users of any age who access theinternet from a mobile browser or an installed app at least once per month;use of SMS/MMS is not considered mobile internet access; (7) individualsof any age who own at least one smartphone; use once per month; (8)ages 18+; own a touchscreen tablet or ereaderSource: eMarketer, 2013; PMB Print Measurement Bureau, Spring 2013;Television Bureau of Canada, "TV Basics, 2012-2013," 2013; provided byStarcom MediaVest Group, June 1, 2013160436 www.eMarketer.com


Canada

hours

Average Time Spent with Media per Week in Canada,2013

TV 21.4

Radio 13.8

Internet 11.9

Magazines*2.5

Mobile internet2.1

Note: ages 18+; *per monthSource: PMB Print Measurement Bureau, Spring 2013; provided by StarcomMediaVest Group, June 1, 2013159368 www.eMarketer.com

% of totalDemographic Profile of Media Users in Canada, 2013

Gender

Female

Male

Age

13-17 -- - --

18-24

25-34

35-44

45-54

55-64

65+

Household income (C$)

<25K

25K-50K

50K-75K

75K-100K

100K+

50.1%

50.0%

14.9%

20.9%

19.7%

19.9%

15.1%

9.6%

9.2%

18.5%

19.4%

17.1%

35.8%

51.4%

48.6%

12.5%

19.0%

17.1%

18.2%

14.6%

12.6%

8.8%

19.3%

19.7%

16.6%

35.7%

50.7%

49.3%

11.5%

16.6%

16.8%

19.4%

17.1%

18.7%

12.6%

21.6%

19.5%

15.4%

30.9%

49.8%

50.2%

11.6%

17.8%

17.6%

20.1%

16.9%

16.0%

11.2%

20.5%

19.3%

16.2%

32.8%

53.5%

46.5%

12.4%

17.4%

17.1%

19.4%

16.9%

16.8%

11.2%

20.2%

19.3%

15.8%

33.5%

48.4%

51.6%

6.1%

11.8%

15.7%

15.5%

19.0%

18.4%

19.7%

10.7%

21.4%

19.5%

15.9%

32.5%

Note: numbers may not add up to 100% due to rounding; *used at least 1/2hour in the past week; **read in the past month; ***read a dailynewspaper in the past weekSource: PMB Print Measurement Bureau, Spring 2013; provided by StarcomMediaVest Group, June 1, 2013160437 www.eMarketer.com

Mobile phone users

TV viewers*

Internet users* Radio listeners*

Magazine readers**

Newspaper readers***

INTERNET

millions, % of population and % changeInternet Users and Penetration in Canada, 2011-2017

2011

26.0

76.5%

1.6%

2012

26.4

77.0%

1.5%

2013

26.8

77.5%

1.4%

2014

27.1

77.9%

1.3%

2015

27.4

78.2%

1.1%

2016

27.8

78.5%

1.1%

2017

28.0

78.7%

1.0%

Internet users % of population % change

Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, April 2013155098 www.eMarketer.com

Comparative Estimates: Internet Users andPenetration in Canada, 2012-2017

Internet users (millions)

eMarketer, April 2013 (1)

GroupM, March 2013 (2)

Cisco Systems, May 2013

Jefferies, Sep 2012

comScore Inc., March 2013 (3)

Internet penetration (% of population)

PMB Print MeasurementBureau, June 2013 (5)

eMarketer, April 2013 (1)

ITU, June 2013 (4)

2012

26.4

21.5

29.0

27.8

25.5

75.4%

77.0%

86.8%

2013

26.8

22.2

-

-

-

77.8%

77.5%

-

2014

27.1

-

-

-

-

-

77.9%

-

2015

27.4

-

-

-

-

-

78.2%

-

2016

27.8

-

-

-

-

-

78.5%

-

2017

28.0

-

33.0

-

-

-

78.7%

-

Note: (1) individuals of any age who use the internet from any location viaany device at least once per month; (2) ages 18+; (3) ages 15+; home andwork locations; three-month average for Q4 of each year; (4) includes thoseusing the internet from any device (including mobile phones) in the past 12months; (5) ages 18+; used at least 1/2 hour in the past weekSource: eMarketer, April 2013; various, as noted, 2012 & 2013163544 www.eMarketer.com


Canada


AgeGender

% of totalDemographic Profile of Internet Users in Canada, 2013

Female50.1%

Male50.0%

18-2414.9%

25-3420.9%

35-4419.7%

45-5419.9%

55-6415.1%

65+9.6%

<25K9.2%

25K-50K18.5%

50K-75K19.4%75K-

100K17.1%

100K+35.8%

Note: used at least 1/2 hour in the past week; numbers may not add up to100% due to roundingSource: PMB Print Measurement Bureau, Spring 2013; provided by StarcomMediaVest Group, June 1, 2013160438 www.eMarketer.com

Fixed Broadband Households and Subscriptions in Canada, 2011-2017

Households (millions)—% change

—Household penetration

Subscriptions (millions)—% change

2011

10.32.9%

73.6%

11.63.5%

2012

10.62.9%

75.0%

11.81.7%

2013

10.81.9%

75.6%

12.01.7%

2014

11.01.9%

76.2%

12.10.8%

2015

11.21.8%

76.8%

12.20.7%

2016

11.31.2%

77.0%

12.30.7%

2017

11.51.1%

77.1%

12.40.7%

Note: includes connections with permanent access to the internet via cablemodem, DSL, fiber and wireless/satellite technologies; excludes mobileSource: eMarketer, April 2013155302 www.eMarketer.com

Comparative Estimates: Fixed Broadband Householdsand Penetration in Canada, 2012 & 2013

Fixed broadband households (millions)

GroupM, March 2013

eMarketer*, April 2013

Fixed broadband household penetration (% of households)

GroupM, March 2013

PwC, June 2012

eMarketer*, April 2013

2012

10.7

10.6

80.0%

78.2%

75.0%

2013

11.0

10.8

82.0%

81.6%

75.6%

Note: *includes connections with permanent access to the internet viacable modem, DSL, fiber and wireless/satellite technologies; excludesmobileSource: eMarketer, April 2013; various, as noted, 2012 & 2013163547 www.eMarketer.com

Social Network Users and Penetration in Canada,2011-2017

Social networkusers (millions)—% change

—% of internet users

—% of population

2011

16.1

6.8%

62.0%

47.4%

2012

16.9

4.7%

64.0%

49.3%

2013

17.7

4.6%

66.0%

51.2%

2014

18.5

4.4%

68.0%

53.0%

2015

18.9

2.6%

69.0%

54.0%

2016

19.4

2.6%

70.0%

55.0%

2017

19.9

2.4%

71.0%

55.9%

Note: internet users who use a social network site via any device at leastonce per monthSource: eMarketer, April 2013155624 www.eMarketer.com

% of internet users

Comparative Estimates: Social Network UserPenetration in Canada, 2012

GlobalWebIndex, Feb 2013

eMarketer, April 2013

Ipsos OTX, Jan 2013

2012

74.0%

64.0%

64.0%

Usage

-

Use via any device atleast once per month

Use via any device at least 1 hour per day

Age

-

All ages

18-64

Source: eMarketer, April 2013; various, as noted, 2013163553 www.eMarketer.com

% of total

Demographic Profile of Social Network Users in Canada, 2013

Note: monthly unique visitors to social network sites; average forJan-March; numbers may not add up to 100% due to roundingSource: comScore Media Metrix, 2013; provided by Starcom MediaVestGroup, June 1, 2013160443 www.eMarketer.com


AgeGender

Female50.2%

Male49.8% 18-24

12.3%

<1820.0%

25-3417.1%35-44

15.9%

45-5416.3%

55-6411.3%

65+7.1%

<60K36.9%

60K-75K13.4%

75K-100K17.3%

100K+32.5%


Canada

Facebook Users and Penetration in Canada, 2011-2017

Facebook users(millions)

—% change

—% of socialnetwork users


—% of population

2011

15.4

7.0%

95.2%

59.0%

45.1%

2012

16.1

4.9%

95.3%

61.0%

47.0%

2013

16.6

3.1%

93.9%

62.0%

48.1%

2014

17.1

2.9%

92.6%

63.0%

49.1%

2015

17.6

2.8%

92.8%

64.0%

50.0%

2016

18.0

2.7%

92.9%

65.0%

51.0%

2017

18.5

2.5%

93.0%

66.0%

51.9%

Note: internet users who access their Facebook account via any device atleast once per monthSource: eMarketer, April 2013155848 www.eMarketer.com

MOBILE

millions, % of population and % changeMobile Connections in Canada, 2011-2017

2011

26.0

76.4%

6.1%

2012

27.3

79.6%

5.0%

2013

28.4

82.2%

4.0%

2014

29.5

84.7%

3.9%

2015

30.5

86.9%

3.4%

2016

31.3

88.5%

2.6%

2017

32.0

89.8%

2.2%

Mobile connections % of population % change

Note: data is for Dec of each year; includes the total number of mobileconnections, for mobile phones as well as for nonvoice devices, such asinternet access devices (e.g., wireless modem cards, netbooks and mobileWi-Fi hotspots), ereaders, tablets and telematics systemsSource: eMarketer, May 2013156397 www.eMarketer.com

Comparative Estimates: Mobile Connections andPenetration in Canada, 2012-2017

Mobile connections (millions)

Yankee Group, Aug 2013

eMarketer*, May 2013

Datamonitor, Aug 2012

CWTA**, April 2013

ITU, June 2013

Mobile connection penetration (% of population)

eMarketer*, May 2013

ITU, June 2013

2012

-

27.3

26.0

26.9

26.3

79.6%

75.7%

2013

30.1

28.4

26.0

-

-

82.2%

-

2014

31.0

29.5

27.0

-

-

84.7%

-

2015

32.0

30.5

28.0

-

-

86.9%

-

2016

32.6

31.3

28.0

-

-

88.5%

-

2017

33.3

32.0

-

-

-

89.8%

-

Note: *data is for Dec of each year; **based on company reportsSource: eMarketer, May 2013; various, as noted, 2012 & 2013163555 www.eMarketer.com

millions, % of population and % changeMobile Phone Users in Canada, 2011-2017

2011

21.8

64.0%

5.8%

2012

22.8

66.6%

4.9%

2013

23.8

68.9%

4.3%

2014

24.8

71.2%

4.1%

2015

25.7

73.2%

3.7%

2016

26.5

75.0%

3.2%

2017

27.1

76.0%

2.1%

Mobile phone users % of population % change

Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per monthSource: eMarketer, May 2013156400 www.eMarketer.com


AgeGender

Female51.4%

Male48.6%

18-2412.5%

13-176.1%

25-3419.0%

35-4417.1%

45-5418.2%

55-6414.6%

65+12.6%

<25K8.8%

25K-50K19.3%

50K-75K19.7%75K-

100K16.6%

100K+35.7%

% of total

Demographic Profile of Mobile Phone Users in Canada,2013

Note: includes smartphones; numbers may not add up to 100% due toroundingSource: PMB Print Measurement Bureau, Spring 2013; provided by StarcomMediaVest Group, June 1, 2013160445 www.eMarketer.com


Canada

millions and % of mobile phone usersSmartphone Users in Canada, 2011-2017

2011

8.3

38.0%

2012

10.5

46.0%

2013

12.1

51.0%

2014

14.0

56.5%

2015

15.3

59.5%

2016

16.5

62.1%

2017

17.7

65.5%

Smartphone users % of mobile phone users

Note: individuals of any age who use a smartphone at least once per monthSource: eMarketer, May 2013156403 www.eMarketer.com

% of total

Demographic Profile of Smartphone Users in Canada,2013

Note: numbers may not add up to 100% due to roundingSource: PMB Print Measurement Bureau, Spring 2013; provided by StarcomMediaVest Group, June 1, 2013160446 www.eMarketer.com


AgeGender

Male51.9%

Female48.1%

18-2418.5%

13-177.3%

25-3425.1%35-44

20.0%

45-5416.6%

55-64 9.4%

65+3.2%

<25K5.7%

25K-50K13.7%

50K-75K19.5%

75K-100K17.1%

100K+43.9%

Mobile Phone Internet Users and Penetration in Canada, 2011-2017

Mobile phone internetusers (millions)

—% change

—% of mobilephone users

—% of population

2011

8.7

28.2%

40.0%

25.6%

2012

11.0

25.9%

48.0%

32.0%

2013

12.6

15.1%

53.0%

36.5%

2014

14.5

14.9%

58.5%

41.7%

2015

15.8

9.0%

61.5%

45.0%

2016

17.0

7.4%

64.0%

48.0%

2017

18.1

6.9%

67.0%

50.9%

Note: mobile phone users of any age who access the internet from amobile browser or an installed application at least once per month; use ofSMS/MMS is not considered mobile internet accessSource: eMarketer, May 2013156399 www.eMarketer.com

% of total

Demographic Profile of Mobile Phone Internet Usersin Canada, 2013

Note: accessed 1+ minutes in past week; numbers may not add up to100% due to roundingSource: PMB Print Measurement Bureau, Spring 2013; provided by StarcomMediaVest Group, June 1, 2013160447 www.eMarketer.com


AgeGender

Male52.5%

Female47.5%

18-2418.9%

13-1710.4%

25-3425.9%

35-4419.9%

45-5414.7%

55-648.1%

65+2.2%

<25K5.5%

25K-50K14.3%

50K-75K18.9%

75K-100K18.0%

100K+43.3%


Canada

% of totalDemographic Profile of Tablet Owners in Canada, 2013

Note: includes touchscreen tablets or ereaders; numbers may not add upto 100% due to roundingSource: PMB Print Measurement Bureau, Spring 2013; provided by StarcomMediaVest Group, June 1, 2013160448 www.eMarketer.com


AgeGender

Female50.1%

Male49.9%

18-2411.0%

25-3420.7%

35-4421.9%

45-5420.3%

55-6414.8%

65+11.2%

<25K4.3%

25K-50K11.5%

50K-75K17.4%

75K-100K17.4%

100K+49.4%

AD SPENDING

billions of C$ and % changeTotal Media Ad Spending in Canada, 2011-2017

2011

C$12.60

5.0%

2012

C$13.24

5.1%

2013

C$13.72

3.6%

2014

C$14.18

3.3%

2015

C$14.62

3.1%

2016

C$15.05

3.0%

2017

C$15.49

2.9%

Total media ad spending % change

Note: includes digital (online and mobile), directories, magazines,newspapers, outdoor, radio and TV; converted at the exchange rate ofUS$1=C$1; CAGR (2012-2017)=3.2%Source: eMarketer, June 2013; confirmed and republished, Aug 2013158784 www.eMarketer.com

Comparative Estimates: Total Media Ad Spending in Canada, 2012-2015

Total ad spending (billions)

eMarketer*, Aug 2013

GroupM**, Aug 2013

MAGNA GLOBAL, June 2013

ZenithOptimedia***, June 2013

Total ad spending growth (% change)

eMarketer, Aug 2013

Carat, March 2013

Warc Consensus, June 2013

ZenithOptimedia, June 2013

GroupM, Aug 2013

Nielsen, April 2013

MAGNA GLOBAL, June 2013

2012

$13.2

$13.7

-

$11.6

5.1%

2.6%

-

3.4%

3.5%

2.2%

-

2013

$13.7

$13.9

$13.1

$11.9

3.6%

3.4%

3.3%

2.7%

2.0%

-

-

2014

$14.2

-

$13.4

$12.5

3.3%

3.9%

-

4.3%

1.9%

-

2.3%

2015

$14.6

-

-

$13.0

3.1%

-

-

4.5%

-

-

-

Note: in US$; *converted at the exchange rate of US$1=C$1; **convertedto US$ based on varying local currency rates for each year; ***convertedat the exchange rate of US$1=C$0.96Source: eMarketer, Aug 2013; various, as noted, 2013163557 www.eMarketer.com

millions and % changeAd Spending in Canada, by Media, 2010-2015

TV

—% change

Digital*

—% change

Newspapers

—% change

Radio

—% change

Magazines

—% change

Outdoor/transport

—% change

Total

—% change

2010

$3,516

9.3%

$2,361

23.6%

$2,180

3.6%

$1,573

3.3%

$645

2.5%

$499

15.8%

$10,774

9.8%

2011

$3,685

4.8%

$2,755

16.7%

$2,043

-6.3%

$1,633

3.8%

$631

-2.2%

$498

-0.3%

$11,245

4.4%

2012

$3,620

-1.8%

$3,126

13.5%

$2,109

3.2%

$1,659

1.6%

$609

-3.5%

$502

0.8%

$11,624

3.4%

2013

$3,571

-1.4%

$3,560

13.9%

$2,016

-4.4%

$1,685

1.6%

$595

-2.2%

$510

1.7%

$11,937

2.7%

2014

$3,619

1.4%

$4,051

13.8%

$1,951

-3.2%

$1,727

2.5%

$586

-1.6%

$522

2.2%

$12,455

4.3%

2015

$3,619

0.0%

$4,609

13.8%

$1,889

-3.2%

$1,778

3.0%

$592

1.0%

$534

2.4%

$13,022

4.5%

Note: in US$; converted at the exchange rate of US$1=C$0.96; numbersmay not add up to total due to rounding; *classifieds, display (includeson-page awareness campaigns and sponsorships), email, mobile, searchand videoSource: ZenithOptimedia, "Advertising Expenditure Forecasts," June 2013;provided by Starcom MediaVest Group, June 2013159915 www.eMarketer.com


Canada

billions of C$ and % changeDigital Ad Spending in Canada, 2011-2017

2011

C$2.59

16.2%

2012

C$2.90

12.0%

2013

C$3.18

9.5%

2014

C$3.47

9.0%

2015

C$3.74

8.0%

2016

C$4.01

7.0%

2017

C$4.25

6.0%

Digital ad spending % change

Note: includes classifieds and directories, display (banners, direct response/lead generation, rich media, sponsorships), email (embedded ads only), search and video; includes mobile; CAGR (2012-2017)=7.9%; converted at the exchange rate of US$1=C$1Source: eMarketer, June 2013; confirmed and republished, Aug 2013

158879 www.eMarketer.com

Comparative Estimates: Digital Ad Spending in Canada, 2012-2017

Digital ad spending (billions)

PwC*, June 2013

ZenithOptimedia**, June 2013

eMarketer*, Aug 2013 $4.2

GroupM***, Aug 2013

BCG, March 2012

Digital ad spending growth (% change)

PwC, June 2013


eMarketer, Aug 2013

GroupM, Aug 2013

IAB Canada, Sep 2012

2012

$3.2

$3.1

$2.9

$2.9

-

17.6%

13.5%

12.0%

9.7%

10.0%

2013

$3.8

$3.6

$3.2

$3.1

-

16.0%

13.9%

9.5%

7.9%

-

2014

$4.3

$4.1

$3.4

$3.2

-

15.2%

13.8%

9.0%

5.0%

-

2015

$4.9

$4.6

$3.7

-

-

14.2%

13.8%

8.0%

-

-

2016

$5.6

-

$4.0

-

$3.8

13.8%

-

7.0%

-

-

2017

$6.4

-

-

-

13.2%

-

6.0%

-

-

Note: in US$; *converted at the exchange rate of US$1=C$1; **convertedat the exchange rate of US$1=C$0.96; ***converted to US$ based onvarying local currency rates for each yearSource: eMarketer, Aug 2013; various, as noted, 2012 & 2013163564 www.eMarketer.com

millions of C$Digital Ad Spending in Canada, by Format, 2010-2015

2010 2011 2012 2013 2014 2015

Search C$907 C$1,081 C$1,240 C$1,400 C$1,560 C$1,720

Display* C$688 C$840 C$932 C$1,026 C$1,149 C$1,287

Classifieds C$587 C$576 C$576 C$582 C$588 C$593

Mobile C$47 C$74 C$130 C$215 C$310 C$435

Video C$37 C$73 C$124 C$200 C$290 C$400

Email C$11 C$13 C$12 C$11 C$10 C$10

Total C$2,277 C$2,657 C$3,014 C$3,433 C$3,906 C$4,445

Note: numbers may not add up to total due to rounding; *includes on-pageawareness campaigns and sponsorshipsSource: ZenithOptimedia, "Advertising Expenditure Forecasts," June 2013;provided by Starcom MediaVest Group, June 2013159916 www.eMarketer.com

millions of C$ and % changeMobile Internet Ad Spending in Canada, 2011-2017

2011

C$61.37

79.6%

2012

C$132.00

115.1%

2013

C$290.50

120.1%

2014

C$467.50

60.9%

2015

C$696.00

48.9%

2016

C$977.90

40.5%

2017

C$1,264.20

29.3%

Mobile internet ad spending % change

Note: eMarketer benchmarks its Canada mobile internet ad spendingprojections against the IAB Canada data for which the last full yearmeasured was 2011; includes display [banners and text links, tenancies,video (pre-, mid-, post-roll and in-game)], paid search and other; convertedat the exchange rate of US$1=C$1; CAGR (2012-2017)=57.1%Source: eMarketer, June 2013; confirmed and republished, Aug 2013159181 www.eMarketer.com


Canada

Comparative Estimates: Mobile Ad Spending in Canada,2012-2017

Mobile ad spending (millions)


ZenithOptimedia*, June 2013

PwC*, June 2013

Mobile ad spending growth (% change)

eMarketer, Aug 2013


PwC, June 2013

2012

$132.0

$130.0

$113.0

115.1%

75.7%

52.7%

2013

$290.5

$215.0

$140.0

120.1%

65.4%

23.9%

2014

$467.5

$310.0

$173.0

60.9%

44.2%

23.6%

2015

$696.0

$435.0

$211.0

48.9%

40.3%

22.0%

2016

$977.9

-

$257.0

40.5%

-

21.8%

2017

$1,264.2

-

$311.0

29.3%

-

21.0%

Note: in US$; *converted at the exchange rate of US$1=C$1Source: eMarketer, Aug 2013; various, as noted, 2013163573 www.eMarketer.com

millions of C$, % change and % of digital ad spendingSocial Network Ad Spending in Canada, 2012-2015

2012

C$197.5

35.8%

6.8%2013

C$267.1

35.3%

8.4%

2014

C$325.8

22.0%

9.4%

2015

C$396.8

21.8%

10.6%

Social network ad spending% change % of digital ad spending

Note: includes display, search, video and other forms of paid advertisingappearing within social networks, social games and social applications;excludes spending by marketers that goes toward developing ormaintaining social network profile pages or branded applications;converted at the exchange rate of US$1=C$1Source: eMarketer, Sep 2013163196 www.eMarketer.com


United States ■ The US Congress is sharply divided, with Republicans controlling the House of Representatives and Democrats in charge in the Senate. As the EIU noted, the parties’ bitter rivalry will ensure that many policy matters are unresolved, at least until after midterm elections in 2014. Another round of potentially vitriolic budget negotiations will take place before the new fiscal year begins in October. Congress must also debate an increase in the federal debt ceiling. The Federal Reserve Board surprised many by announcing in September that it would not yet scale back its program of quantitative easing; this move will temper EIU concerns about “excessively rapid and ill-designed” cuts to federal spending. Revenues rose by 14% in the first 10 months of the 2013 fiscal year, according to the EIU, and spending fell by 4%. As a result, “the fiscal deficit is expected to narrow from 6.8% of GDP in 2012 to 4% in 2013.” The EIU forecast GDP growth of 1.6% in 2013 and a sunnier outlook in following years, with annual rises averaging 2.3% between 2013 and 2017. Similarly, the IMF’s July 2013 update to its “World Economic Outlook” report projected a 1.75% gain in US GDP this year, firming to 2.75% in 2014. The same source commented: “Private demand should remain solid, given rising household wealth owing to the housing recovery, and still supportive financial conditions.” This past August, the EIU reported that the US economy was demonstrating “remarkable resilience to the 2013 fiscal tightening. [Growth will accelerate] into 2014, as high household indebtedness and tight credit conditions ease further.” Unemployment fell to 7.3% in August, the lowest level in over 4.5 years, according to the US Department of Labor Bureau of Labor Statistics.

The US is gaining marginally in the EIU’s business environment rankings due to its “open and transparent” policies on private enterprise and competition, and the lack of restrictions on foreign investment. At the same time, “concerns about overindebtedness, security risks, strained international relations, an ineffective Congress and long-standing problems with political lobbying will weigh on the US’s ranking.” The EIU also highlighted issues surrounding “the adequacy of financial regulation” and the burden of taxes, which have risen in 2013. The population of the US will expand by about 3 million this year and total 316.7 million, according to the US Census Bureau.

■ TV remains an enormous cultural force in the US. In its “Survey of the American Consumer—Doublebase,” GfK MRI reported that 92.0% of residents ages 18 and older watched free-to-air TV in the week prior to early-2013 polling, while 82.0% had watched cable television within the same timeframe.

■ Other traditional media experienced mixed fortunes. The proportion of adults ages 18 and older who listened to radio for at least half an hour in any daypart stood at 82.0%, according to GfK MRI. In early 2013, 91.0% of adults had read at least one magazine in the preceding six months, yet just 43.0% had read any newspaper during the same period. As in previous years, newspapers are seeing significant attrition as digital media continue to supplant an older format.

■ Digital platforms did make an extremely strong showing, GfK MRI found. In early 2013, an estimated 96.0% of US adults had a mobile phone, and 58.0% accessed the internet via such a device. A majority of respondents owned at least one smartphone, too, with penetration reaching 53.0%.

eMarketer estimates that 77.9% of the entire US population—nearly 247 million residents—will use a mobile phone at least once per month this year. The majority of this group will own a smartphone as numbers rise 15.3%, to 140.0 million. In 2014, half of all residents are expected to have a smartphone and use it at least once a month. According to GfK MRI, there were equal numbers of male and female smartphone users in early 2013.

■ For many consumers, a smartphone offers the easiest access to the mobile web. But many feature phones also allow users to go online. eMarketer expects 58.1% of all mobile phone owners in the US to access the internet on such a device this year. By 2017, more than 210 million people will go online regularly via mobile—64.4% of the entire population.

■ Interestingly, overall internet penetration in the US did not change between 2012 and early 2013, according to GfK MRI, but remained constant, at 76.0% of US adults. (That would still involve a rise in absolute numbers, as the adult population increased during the year.) eMarketer, which assesses usage across all age groups, estimates that 76.9% of the entire population will go online at least once per month in 2013. Between 2014 and 2017, this audience will expand by less than 2.3% annually, but penetration will pass 80% in that year, and more than 262 million people will access the web regularly. Broadband penetration will follow a similar pattern, rising from an estimated 70.3% of US households in 2013 to 75.1% in 2017.


United States

■ The growing maturity of digital platforms is translating directly to higher engagement—and shifting priorities with respect to traditional media. Last year, US adults spent an average 4 hours and 38 minutes per day with TV, eMarketer estimates, compared with 4 hours and 33 minutes with digital media. (These periods include multitasking with more than one medium simultaneously.) In 2013, those positions are reversed. Moreover, the gap between the time devoted to digital and time spent with TV has widened remarkably. With consumers committing 5 hours and 16 minutes each day, on average, to online, mobile and other digital activities, television has been comprehensively overtaken—despite claiming an average 4 hours and 31 minutes daily. Adults are also spending less time with radio, print and other analog media this year, eMarketer estimates, though the total time with media rose by 16 minutes.

■ Women formed the majority in virtually all media audiences in early 2013, GfK MRI noted—except among newspaper readers, where males accounted for 51% of the total. Cable TV reached the largest number of senior citizens, with 37% of weekly viewers being 55 and older. The internet still represented the youngest and most affluent group overall. According to GfK MRI, 35% of US web users were ages 18 to 34 in early 2013, and 47% belonged to households enjoying an annual income of $75,000 or more.

■ Social networking, like internet use, is very firmly established in the US, and penetration is currently growing at just 2 percentage points per year. eMarketer predicts that 52% of all residents—163.5 million people—will visit social sites at least once per month in 2013. Within four years, 56% of the population will be social networkers, though new members will come chiefly from the ranks of children and senior citizens. Some 59% of social network users were ages 35 and older in early 2013, GfK MRI noted. Women accounted for 53% of residents accessing social sites, but the gender gap is expected to shrink during the next few years.

■ Facebook remains the most popular online community, counting more than 60% of all US internet users as active members who visit the site on any device at least once per month. The total number of Facebook users will rise by more than 5 million this year, to 146.8 million, eMarketer estimates. Facebook will also claim the vast majority of advertiser spending on social sites. This year alone, that investment is projected to be up 32.5%, to $4.18 billion.

■ In 2012, the US advertising industry was energized by the presidential election, with expenditure growing an estimated 4.3%. This year, spending on all measured media will lift by a more modest 3.6%, to $171.01 billion, eMarketer projects. The lowest prediction for 2013 ad investment in the US is $155.0 billion (MAGNA GLOBAL, June 2013), while the highest is $267.6 billion (Winterberry Group, February 2013). But most estimates fall between $166 billion and $186 billion. TV, which is set to claim 38.8% of the total in 2013, will see its portion trimmed to 38.2% in 2017. Other traditional media are also expected to lose share during the forecast period. Digital, by contrast, will post consistent gains during the next four years, rising from 24.7% of total ad spending to 31.1%. Mobile will outpace all other categories and more than triple its slice of the advertising pie, from 5.0% this year to 15.8% in 2017.

■ Paid search, which has constituted the largest single component of US digital ad expenditure for many years, will attract an estimated $19.6 billion in 2013, compared with $17.6 billion spent on display ads. But the balance is moving inexorably toward display, as all display formats—including banners, rich media, video and sponsorships—show dramatic increases in investment. eMarketer expects spending on display will overtake search outlays in 2015. In 2017, an estimated $30.0 billion will be devoted to display—almost half of the $61.4 billion total of digital ad dollars. ZenithOptimedia has pegged spending on digital ads at $36.29 billion—compared with eMarketer’s prediction of $42.26 billion. ZenithOptimedia’s calculation is among the lowest for this market; the majority of research firms forecast digital ad expenditure to be at least $40.3 billion but no higher than $47.3 billion. This variation can be traced, in large part, to different methodologies and ways of defining digital advertising categories.


United States

POPULATION

millionsUS Population, 2010-2017

2010

309.3

2011

311.6

2012

313.8

2013

316.7

2014

319.5

2015

322.4

2016

325.2

2017

328.1

Note: population as of July for each yearSource: US Census Bureau, International Data Base, June 2012160102 www.eMarketer.com

MEDIA

% of populationUS Media Penetration, 2013

Mobile phone users 96.0%

TV viewers (1) (2) 92.0%

Magazine readers (1) (3) 91.0%

Cable TV viewers (1) (4) 82.0%

Radio listeners (1) (5) 82.0%

Internet users 76.0%

Mobile phone internet users 58.0%

Smartphone owners 53.0%

Newspaper readers (1) (3) 43.0%

Note: (1) ages 18+; (2) watched any TV in the past week; (3) read anypublication in the past 6 months; (4) watched any cable, includingpremium, in the past week; (5) listened to at least 1/2 hour in any daypartSource: GfK MRI, "Survey of the American Consumer—Doublebase," Spring2013; provided by Starcom MediaVest Group, June 1, 2013160420 www.eMarketer.com

hrs:mins

Average Time Spent per Day with Major Media by US Adults, 2010-2013

2010 2011 2012 2013

Digital 3:11 3:49 4:33 5:16

—Online* 2:22 2:33 2:27 2:19

—Mobile (nonvoice) 0:24 0:48 1:35 2:21

—Other 0:26 0:28 0:31 0:36

TV 4:24 4:34 4:38 4:31

Radio 1:36 1:34 1:32 1:26

Print** 0:50 0:44 0:38 0:32

—Newspapers 0:30 0:26 0:22 0:18

—Magazines 0:20 0:18 0:16 0:14

Other 0:45 0:37 0:28 0:20

Total 10:46 11:18 11:49 12:05

Note: ages 18+; time spent with each medium includes all time spent withthat medium, regardless of multitasking; for example, 1 hour ofmultitasking online while watching TV is counted as 1 hour for TV and 1hour for online; *includes all internet activities on desktop and laptopcomputers; **offline reading onlySource: eMarketer, July 2013160460 www.eMarketer.com

% of total

Share of Time Spent per Day with Major Media by US Adults, 2010-2013

Digital

—Mobile (nonvoice)

—Online*

—Other

TV

Radio

Print**

Other

Total (hrs:mins)

2010

29.6%

3.6%

22.0%

3.9%

40.9%

14.9%

7.7%

7.0%

10:46

2011

33.8%

7.1%

22.6%

4.1%

40.4%

13.9%

6.5%

5.5%

11:18

2012

38.5%

13.4%

20.7%

4.4%

39.2%

13.0%

5.4%

4.1%

11:49

2013

43.6%

19.4%

19.2%

5.0%

37.4%

11.9%

4.5%

2.8%

12:05

Note: ages 18+; time spent with each medium includes all time spent withthat medium, regardless of multitasking; for example, 1 hour ofmultitasking online while watching TV is counted as 1 hour for TV and 1hour for online; *includes all internet activities on desktop and laptopcomputers; **offline reading onlySource: eMarketer, July 2013160462 www.eMarketer.com


United States

% of totalDemographic Profile of US Media Users, 2013

Gender

Male

Female

Age

18-24

25-34

35-44

45-54

55-64

65+

Household income

<$25K

$25K-$50K

$50K-$75K

$75K-$100K

$100K+

48%

52%

15%

20%

19%

19%

15%

11%

12%

21%

21%

16%

31%

49%

51%

13%

18%

18%

19%

32% (5)

-

17%

23%

19%

14%

27%

48%

52%

13%

18%

17%

19%

16%

17%

18%

23%

19%

14%

26%

46%

54%

13%

16%

16%

19%

17%

16%

23%

20%

15%

28%

20%

49%

51%

21%

28%

23%

16%

9%

19%

23%

19%

13%

25%

3% 16%

47%

53%

14%

18%

17%

19%

16%

16%

23%

19%

14%

26%

51%

49%

14%

22%

21%

19%

15%

9%

16%

23%

20%

14%

28%

Note: numbers may not add up to 100% due to rounding; (1) used in thepast 30 days; (2) used in the past week; (3) read in the past 6 months; (4)read any daily or Sunday paper; (5) ages 55+Source: GfK MRI, "Survey of the American Consumer—Doublebase," Spring2013; provided by Starcom MediaVest Group, June 1, 2013160426 www.eMarketer.com

Mobile phone owners

TV viewers (2)

Cable TV viewers (2)

Internet users (1) Radio listeners

Magazine readers (3)

Newspaper readers (4)

INTERNET

millions, % of population and % changeUS Internet Users and Penetration, 2012-2017

2012

237.7

75.7%

2.8%

2013

243.4

76.9%

2.4%

2014

248.8

78.0%

2.2%

2015

254.2

79.1%

2.2%

2016

258.3

79.8%

1.6%

2017

262.1

80.3%

1.5%

Internet users % of population % change

Note: individuals of any age who use the internet from any location via anydevice at least once per monthSource: eMarketer, Feb 2013; confirmed and republished, Aug 2013151466 www.eMarketer.com

Comparative Estimates: US Internet Users andPenetration, 2012-2017

Internet users (millions)

eMarketer, Aug 2013 (1)

comScore Media Metrix, June 2013 (2)

Arbitron, June 2013 (3)

GroupM, March 2013 (4)

Jefferies, Sep 2012

Cisco Systems, May 2013

Nielsen, Dec 2012 (5)

BCG, April 2012

Internet penetration (% of population)

Consumer Action, June 2013

eMarketer, Aug 2013 (1)

GfK MRI, June 2013 (6)

Arbitron, April 2012 (3)

Allstate Corporation,June 2012 (7)

ITU, June 2013 (8)

Pew Internet & American Life Project, Feb 2013 (6)

2012

237.7

221.7

224.0

188.4

245.2

245.0

199.3

-

-

75.7%

-

85.0%

82.0%

81.0%

81.0%

2013

243.4

236.9

232.0

196.2

-

-

-

-

89.0%

76.9%

76.0%

-

-

-

-

2014

248.8

-

-

-

-

-

-

-

-

78.0%

-

-

-

-

-

2015

254.2

-

-

-

-

-

-

269.0

-

79.1%

-

-

-

-

-

2016

258.3

-

-

-

-

-

-

-

-

79.8%

-

-

-

-

-

2017

262.1

-

-

-

-

291.0

-

-

-

80.3%

-

-

-

-

-

Note: (1) individuals of any age who use the internet from any location viaany device at least once per month; (2) includes users who access via PConly, PC with mobile devices and mobile devices only; (3) ages 12+; (4) ages15+; (5) home and work locations; (6) ages 18+; (7) ages 18+ who use theinternet at least occasionally; (8) includes those using the internet from anydevice (including mobile phones) in the past 12 monthsSource: eMarketer, Aug 2013; various, as noted, 2012 & 2013163582 www.eMarketer.com

Household income

AgeGender

% of totalDemographic Profile of US Internet Users, 2013

Note: used in the past 30 days; numbers may not add up to 100% due toroundingSource: GfK MRI, "Survey of the American Consumer—Doublebase," Spring2013; provided by Starcom MediaVest Group, June 1, 2013160427 www.eMarketer.com

Female52%

Male48%

18-2415%

25-3420%

35-4419%

45-5419%

55-6415%

65+11%

<$25K12%

$25K-$50K21%

$50K-$75K21%

$75K-$100K16%

$100K+31%


United States

US Fixed Broadband Households and Subscriptions,2012-2017

Households (millions)—% change

—Household penetration

Subscriptions (millions)—% change

2012

82.23.1%

68.8%

89.62.8%

2013

84.52.8%

70.3%

91.82.5%

2014

86.62.5%

71.6%

93.92.3%

2015

88.62.3%

72.8%

95.92.1%

2016

90.52.2%

74.0%

97.82.0%

2017

92.42.1%

75.1%

99.71.9%

Note: includes connections with permanent access to the internet viacable modem, DSL, fiber and wireless/satellite technologies; excludesmobileSource: eMarketer, Feb 2013; confirmed and republished, Aug 2013151492 www.eMarketer.com

Comparative Estimates: US Fixed BroadbandHouseholds and Penetration, 2012 & 2013

Fixed broadband households (millions)

GroupM, March 2013


Fixed broadband household penetration (% of households)

GroupM, March 2013


2012

85.3

82.2

70.0%

68.8%

2013

87.8

84.5

72.0%

70.3%

Note: *includes connections with permanent access to the internet viacable modem, DSL, fiber and wireless/satellite technologies; excludes mobileSource: eMarketer, Aug 2013; GroupM, "This Year, Next Year: Interaction2013," March 27, 2013163614 www.eMarketer.com

millions and % of populationUS Social Network Users and Penetration, 2012-2017

2012

157.3

50%

2013

163.5

2014

169.5

2015

174.9

2016

179.4

55%

2017

183.8

56%

Social network users % of population

Note: internet users who use a social network site via any device at leastonce per monthSource: eMarketer, Feb 2013; confirmed and republished, Aug 2013151532 www.eMarketer.com

53%52% 54%

% of internet users

Comparative Estimates: US Social Network UserPenetration, 2012 & 2013

Pew Internet & American Life Project, Aug 2013

eMarketer, Aug 2013

Deloitte*, May 2013

comScore Inc.**, May 2012

InSites Consulting, Sep 2012

Netpop Research, April 2012

Allstate Corporation, June 2012


Adobe, Oct 2012

Ofcom, Dec 2012

Ipsos OTX, Jan 2013

2012

67.0%

66.2%

-

99.0%

79.0%

79.0%

78.0%

71.0%

69.0%

66.0%

62.0%

2013

72.0%

67.2%

31.0%

-

-

-

-

-

-

-

-

Usage

Use

Use via any device at leastonce per month

Use via any device daily

Unique visitors

Use

Use

Used in past month

Use

Use

Have set up apage or profile

Use via any device at least 1 hour per day

Age

18+

Allages

14+

-

15+

18+

18+

-

-

18-64

18-64

Note: *includes chat and forums; **data is for AprilSource: eMarketer, Aug 2013; various, as noted, 2012 & 2013163621 www.eMarketer.com

% of totalDemographic Profile of US Social Media Users, 2013

Note: used in the past 30 daysSource: GfK MRI, "Survey of the American Consumer—Doublebase," Spring2013; provided by Starcom MediaVest Group, June 1, 2013160428 www.eMarketer.com

Household income

AgeGender

Female53%

Male47%

18-2418%

25-3423%

35-6452%

65+7%

<$25K14%

$25K-$50K20%

$50K-$75K20%

$75K-$100K15%

$100K+31%


United States

millions, % of internet users and % changeUS Facebook Users and Penetration, 2012-2017

2012

141.6

59.6%

7.1%

2013

146.8

60.3%

3.7%

2014

151.1

60.7%

3.0%

2015

155.1

61.0%

2.6%

2016

158.7

61.5%

2.3%

2017

162.0

61.8%

2.1%

Facebook users % of internet users % change

Note: internet users who access their Facebook account via any device atleast once per monthSource: eMarketer, Feb 2013; confirmed and republished, Aug 2013151572 www.eMarketer.com

% of totalUS Facebook User Share, by Gender, 2012-2017

2012

55.6%

44.4%

2013

54.7%

45.3%

2014

53.8%

46.2%

2015

53.4%

46.6%

2016

52.2%

47.8%

2017

51.8%

48.2%

Female Male

Note: internet users who access their Facebook account via any device atleast once per monthSource: eMarketer, Aug 2013161565 www.eMarketer.com

% of totalUS Facebook User Share, by Age, 2012-2017

2012 2013 2014 2015 2016 2017

0-11 1.6% 1.8% 1.8% 1.9% 1.9% 1.9%

12-17 13.7% 13.5% 13.2% 13.0% 12.8% 12.6%

18-24 17.4% 17.2% 16.9% 16.6% 16.4% 16.3%

25-34 20.9% 20.7% 20.8% 20.8% 20.9% 20.9%

35-44 16.6% 16.4% 16.3% 16.2% 16.1% 16.1%

45-54 15.1% 14.8% 14.6% 14.5% 14.4% 14.2%

55-64 10.1% 10.5% 10.7% 10.9% 11.1% 11.3%

65+ 4.6% 5.2% 5.6% 6.0% 6.4% 6.7%

Note: internet users who access their Facebook account via any device atleast once per monthSource: eMarketer, Feb 2013; confirmed and republished, Aug 2013151577 www.eMarketer.com

MOBILE

millions, % change and % of populationUS Mobile Connections, 2011-2017

2011

331.6

6.6%

106.4%

2012

351.5

6.0%

111.9%

2013

363.8

3.5%

115.0%

2014

374.7

3.0%

117.5%

2015

382.2

2.0%

118.9%

2016

387.5

1.4%

119.7%

2017

392.6

1.3%

120.3%

Mobile connections % change % of population

Note: CAGR (2011-2017)=2.9%; data is for Dec of each yearSource: eMarketer, March 2013; confirmed and republished, Aug 2013153212 www.eMarketer.com


United States

Comparative Estimates: US Mobile Connections andPenetration, 2012-2017

Mobile connections (millions)

eMarketer*,Aug 2013

Datamonitor, Aug 2012

Yankee Group,April 2013

CTIA-The WirelessAssociation, Oct 2012

ITU, June 2013

Mobile connection penetration (% of population)

eMarketer*,Aug 2013

ITU, June 2013

2012

351.5

332.0

-

326.5

310.0

111.9%

98.2%

2013

363.8

343.0

342.5

-

-

115.0%

-

2014

374.7

353.0

360.5

-

-

117.5%

-

2015

382.2

362.0

380.4

-

-

118.9%

-

2016

387.5

371.0

400.0

-

-

119.7%

-

2017

392.6

-

421.8

-

-

120.3%

-

Note: *data is for Dec of each yearSource: eMarketer, Aug 2013; various, as noted, 2012 & 2013163624 www.eMarketer.com

millions, % change and % of populationUS Mobile Phone Users and Penetration, 2011-2017

2011

237.4

2.4%

76.2%

2012

242.2

2.0%

77.1%

2013

246.5

1.8%

77.9%

2014

250.6

1.6%

78.6%

2015

254.2

1.4%

79.1%

2016

257.2

1.2%

79.4%

2017

260.3

1.2%

79.8%

Mobile phone users % change % of population

Note: CAGR (2011-2017)=1.5%; individuals who own at least one mobilephone and use the phone(s) at least once per monthSource: eMarketer, March 2013; confirmed and republished, Aug 2013153253 www.eMarketer.com

% of total

Demographic Profile of US Mobile Phone Owners,2013

Source: GfK MRI, "Survey of the American Consumer—Doublebase," Spring2013; provided by Starcom MediaVest Group, June 1, 2013160429 www.eMarketer.com

Household income

AgeGender

Female51%

Male49%

18-2413%

25-3418%

35-4418%

45-5419%

55+32%

<$25K17%

$25K-$50K23%

$50K-$75K19%

$75K-$100K14%

$100K+27%

US Smartphone Users and Penetration, 2011-2017

Smartphone users (millions)

—% change

—% of mobile phone users

—% of population

2011

92.8

49.1%

39.1%

29.8%

2012

121.4

30.8%

50.1%

38.7%

2013

140.0

15.3%

56.8%

44.3%

2014

159.9

14.2%

63.8%

50.1%

2015

178.0

11.3%

70.1%

55.4%

2016

193.7

8.8%

75.3%

59.8%

2017

207.4

7.0%

79.7%

63.5%

Note: CAGR (2011-2016)=14.3%; individuals of any age who own at leastone smartphone and use the smartphone(s) at least once per monthSource: eMarketer, March 2013; confirmed and republished, Aug 2013153289 www.eMarketer.com


United States

% of totalDemographic Profile of US Smartphone Owners, 2013

Source: GfK MRI, "Survey of the American Consumer—Doublebase," Spring2013; provided by Starcom MediaVest Group, June 1, 2013160430 www.eMarketer.com

Household income

AgeGender

Male50%

Female50%

18-2418%

25-3425%

35-4423%

45-5418%

55-6411%

65+5%

<$25K12%

$25K-$50K19%

$50K-$75K19%

$75K-$100K15%

$100K+35%

US Mobile Phone Internet Users and Penetration,2011-2017

Mobile phoneinternet users(millions)—% change

—% of mobilephone users

—% of population

2011

98.6

26.3%

41.5%

31.6%

2012

124.7

26.5%

51.5%

39.7%

2013

143.2

14.8%

58.1%

45.3%

2014

162.9

13.7%

65.0%

51.1%

2015

181.0

11.1%

71.2%

56.3%

2016

196.7

8.7%

76.5%

60.7%

2017

210.2

6.9%

80.7%

64.4%

Note: CAGR (2011-2017)=13.5%; mobile phone users of any age whoaccess the internet from a mobile browser or an installed application atleast once per month; use of SMS/MMS is not considered mobile internetaccessSource: eMarketer, March 2013; confirmed and republished, Aug 2013153268 www.eMarketer.com

% of total

Demographic Profile of US Mobile Phone InternetUsers, 2013

Note: accessed/used a web browser in the past 30 days; numbers may not add up to 100% due to roundingSource: GfK MRI, "Survey of the American Consumer—Doublebase," Spring2013; provided by Starcom MediaVest Group, June 1, 2013

160431 www.eMarketer.com

Household income

AgeGender

Female51%

Male49%

18-2421%

25-3428%35-44

23%

45-5416%

55-64 8%

65+3%

<$25K5%

$25K-$50K12%

$50K-$75K16%

$75K-$100K15%

$100K+53%

US Tablet Users and Penetration, 2011-2017

Tablet users (millions)—% change

—% of population


2011

33.5158.5%

10.8%

14.5%

2012

93.9180.1%

29.9%

39.5%

2013

123.131.1%

38.9%

50.6%

2014

143.216.3%

44.9%

57.6%

2015

157.19.8%

48.9%

61.8%

2016

168.17.0%

51.9%

65.1%

2017

178.05.9%

54.6%

67.9%

Note: individuals of any age who use a tablet at least once per monthSource: eMarketer, March 2013153500 www.eMarketer.com


United States

% of totalDemographic Profile of US Tablet Owners, 2013

Note: living in a household that owns a tablet/notebook/ereader; numbersmay not add up to 100% due to roundingSource: GfK MRI, "Survey of the American Consumer—Doublebase," Spring2013; provided by Starcom MediaVest Group, June 1, 2013160432 www.eMarketer.com

Household income

AgeGender

Female57%

Male43%

18-2412%

25-3422%

35-4423%

45-5420%

55+24%

<$25K7%

$25K-$50K15%

$50K-$75K19%

$75K-$100K16%

$100K+44%

AD SPENDING

billions and % changeUS Total Media Ad Spending, 2011-2017

2011

$158.26

2.9%

2012

$165.03

4.3%

2013

$171.01

3.6%

2014

$177.76

3.9%

2015

$183.35

3.1%

2016

$190.86

4.1%

2017

$196.95

3.2%

Total media ad spending % change

Note: includes digital (online and mobile), directories, magazines,newspapers, outdoor, radio and TVSource: eMarketer, Aug 2013161678 www.eMarketer.com

billions

Comparative Estimates: US Total Media Ad Spending,2012-2017

Winterberry Group,Feb 2013

Jefferies, Sep 2012

Citi Research, June 2012

RBC Capital Markets, April 2013

Barclays Capital, March 2013

JMP Securities,March 2013

Cantor Fitzgerald,Sep 2012

Deutsche Bank,April 2013

Pivotal Research Group, May 2013

J.P. Morgan, Jan 2013

eMarketer, Aug 2013

ZenithOptimedia,June 2013

GroupM, Aug 2013

MAGNA GLOBAL,June 2013

Strategy Analytics,June 2013

VSS, Sep 2012

Kantar Media,March 2013

-

2012

$259.5

$195.8

$178.2

$178.6

$179.2

$180.4

$177.0

$176.3

$177.1

$176.9

$165.0

$161.2

$153.5

$128.0

$200.8

$140.0

2013

$267.6

$202.2

$185.4

$184.0

$182.7

$181.3

$177.1

$176.4

$176.2

$176.2

$171.0

$166.9

$156.3

$155.0

-

-

-

2014

-

$209.3

-

$189.5

-

$184.9

$183.6

$182.2

$184.6

$182.8

$177.8

$174.4

$160.8

$164.1

-

-

-

2015

-

$216.8

-

-

-

$187.7

$186.1

$183.1

$186.7

$184.5

$183.4

$182.4

-

-

-

-

-

2016

-

-

-

-

-

$190.5

$195.1

-

$196.7

$194.4

$190.9

-

-

-

-

$255.2

-

2017

-

-

-

-

-

$193.4

$198.2

-

$199.3

-

$197.0

-

-

-

-

-

-

Source: eMarketer, Aug 2013; various, as noted, 2012 & 2013163646 www.eMarketer.com


United States

% change

Comparative Estimates: US Total Media Ad SpendingGrowth, 2012-2017


eMarketer, Aug 2013

Carat, March 2013


Jefferies, Sep 2012

Winterberry Group, Feb 2013



GroupM, Aug 2013

Warc Consensus, June 2013

JMP Securities, March 2013

Cantor Fitzgerald, Sep 2012

Deutsche Bank, April 2013



MAGNA GLOBAL, May 2013

Nielsen, April 2013

Strategy Analytics, June 2013

Kantar Media, March 2013

2012

3.0%

4.3%

4.0%

4.6%

2.0%

3.2%

4.0%

4.0%

3.4%

-

4.0%

2.7%

2.0%

2.7%

2.9%

-

4.8%

3.0%

3.0%

2013

4.0%

3.6%

3.5%

3.5%

3.3%

3.1%

3.0%

1.9%

1.8%

1.8%

0.5%

0.0%

0.0%

-0.4%

-0.5%

-0.7%

-

-

-

2014

-

3.9%

4.0%

4.5%

3.5%

-

3.0%

-

2.9%

-

3.0%

3.7%

4.0%

3.7%

4.7%

4.3%

-

-

-

2015

-

3.1%

-

4.6%

3.6%

-

-

-

-

-

2.0%

1.4%

0.6%

1.0%

1.1%

-

-

-

-

2016

-

4.1%

-

-

-

-

-

-

-

-

1.5%

4.9%

-

5.4%

5.4%

-

-

-

-

2017

-

3.2%

-

-

-

-

-

-

-

-

1.5%

1.6%

-

-

1.3%

-

-

-

-


billionsUS Total Media Ad Spending, by Media, 2011-2017

TV

Digital

—Mobile

Print

—Newspapers*

—Magazines*

Radio**

Outdoor

Directories*

Total

2011

$60.7

$32.0

$1.6

$35.8

$20.7

$15.2

$15.2

$6.4

$8.2

$158.3

2012

$64.5

$36.8

$4.4

$34.1

$18.9

$15.2

$15.4

$6.7

$7.5

$165.0

2013

$66.4

$42.3

$8.5

$32.9

$17.8

$15.1

$15.6

$7.0

$6.9

$171.0

2014

$68.5

$47.6

$13.1

$32.2

$17.1

$15.1

$15.9

$7.2

$6.4

$177.8

2015

$70.0

$52.5

$18.6

$31.6

$16.6

$15.1

$16.0

$7.4

$5.9

$183.4

2016

$73.1

$57.3

$24.7

$31.3

$16.2

$15.1

$16.0

$7.6

$5.5

$190.9

2017

$75.3

$61.4

$31.1

$31.2

$16.1

$15.2

$16.1

$7.8

$5.3

$197.0

Note: eMarketer benchmarks its US newspaper ad spending projectionsagainst the NAA, for which the last full year measured was 2012, and its USoutdoor ad spending projections against the OAAA, for which the last fullyear measured was 2011; numbers may not add up to total due torounding; *print only; **excludes off-air radio & digitalSource: eMarketer, Aug 2013161679 www.eMarketer.com

% change

US Total Media Ad Spending Growth, by Media,2011-2017

Digital

—Mobile

Outdoor

TV

Radio*

Print

—Magazines**

—Newspapers**

Directories**

Total

2011

21.7%

103.7%

4.0%

2.8%

-0.6%

-5.7%

-0.5%

-9.2%

-9.0%

2.9%

2012

15.0%

178.3%

4.4%

6.4%

1.3%

-4.8%

0.3%

-8.4%

-8.5%

4.3%

2013

14.9%

95.0%

4.2%

2.8%

1.5%

-3.6%

-0.4%

-6.1%

-7.8%

3.6%

2014

12.6%

53.8%

3.6%

3.3%

1.7%

-2.3%

-0.3%

-4.0%

-7.5%

3.9%

2015

10.3%

41.8%

3.0%

2.0%

0.5%

-1.7%

-0.2%

-3.0%

-7.0%

3.1%

2016

9.2%

33.1%

2.6%

4.5%

0.3%

-0.9%

0.3%

-2.0%

-6.8%

4.1%

2017

7.1%

26.0%

2.0%

3.0%

0.2%

-0.3%

0.4%

-1.0%

-4.0%

3.2%

Note: eMarketer benchmarks its US newspaper ad spending projectionsagainst the NAA, for which the last full year measured was 2012, and its USoutdoor ad spending projections against the OAAA, for which the last fullyear measured was 2011; *excludes off-air radio & digital; **print onlySource: eMarketer, Aug 2013161683 www.eMarketer.com

% of total

US Total Media Ad Spending Share, by Media,2011-2017

2011 2012 2013 2014 2015 2016 2017

TV 38.3% 39.1% 38.8% 38.6% 38.1% 38.3% 38.2%

Digital 20.2% 22.3% 24.7% 26.8% 28.6% 30.0% 31.1%

—Mobile 1.0% 2.6% 5.0% 7.4% 10.1% 12.9% 15.8%

Print 22.6% 20.7% 19.2% 18.1% 17.2% 16.4% 15.9%

—Newspapers* 13.1% 11.5% 10.4% 9.6% 9.0% 8.5% 8.2%

—Magazines* 9.6% 9.2% 8.8% 8.5% 8.2% 7.9% 7.7%

Radio** 9.6% 9.3% 9.1% 8.9% 8.7% 8.4% 8.1%

Outdoor 4.0% 4.0% 4.1% 4.1% 4.1% 4.0% 3.9%

Directories* 5.2% 4.5% 4.0% 3.6% 3.2% 2.9% 2.7%

Note: eMarketer benchmarks its US newspaper ad spending projectionsagainst the NAA, for which the last full year measured was 2012, and its USoutdoor ad spending projections against the OAAA, for which the last fullyear measured was 2011; numbers may not add up to 100% due torounding; *print only; **excludes off-air radio & digitalSource: eMarketer, Aug 2013161682 www.eMarketer.com


United States

billionsUS Ad and Marketing Spending, by Media, 2010-2015

TV

Digital

Newspapers

Magazines

Radio

Outdoor

Cinema

Total majormedia

Sales promotion

Telemarketing

Direct mail

Event sponsorship

Directories

Public relations

Total marketingservices

Grand total

2010

$56.53

$23.08

$29.67

$18.77

$16.05

$6.90

$0.67

$151.67

$65.60

$49.40

$47.66

$22.08

$10.61

$3.44

$198.80

$350.46

2011

$58.03

$25.98

$27.15

$18.62

$16.38

$7.28

$0.69

$154.13

$65.92

$50.39

$49.03

$23.85

$9.78

$3.58

$202.55

$356.68

2012

$62.55

$30.70

$24.98

$17.98

$16.72

$7.59

$0.73

$161.24

$68.06

$51.40

$49.72

$25.76

$8.90

$3.89

$207.72

$368.96

2013

$64.35

$36.29

$22.98

$17.43

$17.22

$7.93

$0.76

$166.95

$70.23

$52.43

$48.23

$27.94

$8.10

$4.16

$211.08

$378.03

2014

$66.81

$42.97

$21.14

$16.84

$17.55

$8.32

$0.80

$174.43

$72.36

$52.95

$47.41

$30.46

$7.37

$4.53

$215.07

$389.50

2015

$68.49

$50.93

$19.45

$16.26

$17.73

$8.74

$0.84

$182.43

$75.04

$54.54

$46.46

$32.90

$6.92

$4.76

$220.61

$403.05

Note: numbers may not add up to total due to roundingSource: ZenithOptimedia, "Advertising Expenditure Forecasts," June 2013;provided by Starcom MediaVest Group, June 2013160056 www.eMarketer.com

% change

US Ad and Marketing Spending Growth, by Media,2010-2015

Digital

Cinema

Outdoor

Radio

TV

Magazines

Newspapers

Total major media

Event sponsorship

Public relations

Sales promotion

Telemarketing

Direct mail

Directories

Total marketing services

Grand total

2010

13.5%

5.0%

3.0%

-2.6%

7.4%

1.1%

-10.0%

2.3%

5.1%

2.6%

-3.3%

3.0%

1.7%

-12.5%

-0.2%

0.9%

2011

12.6%

3.0%

5.5%

2.1%

2.7%

-0.8%

-8.5%

1.6%

8.0%

4.2%

0.5%

2.0%

2.9%

-7.9%

1.9%

1.8%

2012

18.2%

5.0%

4.3%

2.1%

7.8%

-3.4%

-8.0%

4.6%

8.0%

8.5%

3.2%

2.0%

1.4%

-9.0%

2.6%

3.4%

2013

18.2%

5.0%

4.4%

3.0%

2.9%

-3.1%

-8.0%

3.5%

8.5%

7.0%

3.2%

2.0%

-3.0%

-9.0%

1.6%

2.5%

2014

18.4%

5.0%

5.0%

1.9%

3.8%

-3.4%

-8.0%

4.5%

9.0%

9.0%

3.0%

1.0%

-1.7%

-9.0%

1.9%

3.0%

2015

18.5%

5.0%

5.0%

1.0%

2.5%

-3.4%

-8.0%

4.6%

8.0%

5.0%

3.7%

3.0%

-2.0%

-6.0%

2.6%

3.5%

Source: ZenithOptimedia, "Advertising Expenditure Forecasts," June 2013;provided by Starcom MediaVest Group, June 2013160063 www.eMarketer.com

billions, % change and % of total media ad spendingUS Digital Ad Spending, 2011-2017

2011

$31.99

21.7%

20.2%

2012

$36.80

15.0%

22.3%

2013

$42.26

14.9%

24.7%

2014

$47.58

12.6%

26.8%

2015

$52.49

10.3%

28.6%

2016

$57.30

9.2%

30.0%

2017

$61.35

7.1%

31.1%

Digital ad spending % change % of total media ad spending

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones and tablets, and includes all the various formatsof advertising on those platforms; data through 2012 is derived fromIAB/PwC dataSource: eMarketer, Aug 2013161703 www.eMarketer.com

billions

Comparative Estimates: US Digital Ad Spending,2012-2017

Winterberry Group, Jan 2013

Jefferies, Aug 2013

Cowen and Company, Nov 2012





eMarketer, Aug 2013

PwC, June 2013

Barclays Capital, May 2013

MAGNA GLOBAL, Jan 2013






GroupM, Aug 2013

IAB, April 2013

Digital TV Research Limited, Nov 2012

2012

$39.7

$36.6

$37.6

$37.0

$37.2

$37.2

$27.0

$36.8

$36.6

$36.6

$36.3

$35.7

$35.7

$34.2

$30.7

-

$23.6

$36.6

-

2013

$47.3

$44.4

$43.7

$43.5

$43.4

$42.5

$42.5

$42.3

$42.0

$41.6

$41.5

$41.3

$40.3

$37.8

$36.3

$35.0

$25.8

-

-

2014

-

$52.7

$49.9

$51.1

$50.3

-

$48.0

$47.6

$47.9

$46.8

-

$46.5

$44.7

$41.7

$43.0

-

$28.3

-

-

2015

-

$60.5

$55.9

$59.4

$57.4

-

-

$52.5

$54.3

$51.6

-

$51.5

$49.1

$45.6

$50.9

-

-

-

-

2016

-

$69.2

$61.5

$68.3

$65.0

-

-

$57.3

$61.5

$55.6

-

$56.6

$53.5

-

-

-

-

-

-

2017

-

-

$66.8

-

$72.5

-

-

$61.3

$69.4

$59.2

-

$61.9

$57.8

-

-

-

-

-

$58.1



United States

% change

Comparative Estimates: US Digital Ad Spending Growth, 2012-2017

Jefferies, Aug 2013







eMarketer, Aug 2013

PwC, June 2013





MAGNA GLOBAL, May 2013


GroupM, Aug 2013

SMI, March 2013

IAB, April 2013

2012

15.2%

14.7%

18.2%

16.6%

17.3%

18.4%

16.0%

15.0%

15.2%

17.0%

-

15.2%

15.2%

-

13.2%

10.0%

15.5%

15.0%

2013

21.4%

19.1%

18.2%

17.4%

16.6%

16.2%

15.0%

14.9%

14.8%

14.0%

14.0%

13.8%

13.0%

11.5%

10.6%

9.5%

-

-

2014

18.8%

-

18.4%

17.5%

15.8%

14.3%

13.0%

12.6%

14.2%

-

-

12.5%

11.0%

12.0%

10.2%

9.5%

-

-

2015

14.7%

-

18.5%

16.3%

14.3%

12.0%

-

10.3%

13.4%

-

-

10.3%

10.0%

-

9.3%

-

-

-

2016

14.4%

-

-

14.9%

13.1%

10.1%

-

9.2%

13.3%

-

-

7.8%

9.0%

-

-

-

-

-

2017

-

-

-

-

11.6%

8.5%

-

7.1%

12.9%

-

-

6.5%

8.0%

-

-

-

-

-


billionsUS Digital Ad Spending, by Format, 2011-2017

Search

Display

—Banners and other*

—Video

—Rich media

—Sponsorships

Classifieds and directories

Lead generation

Mobile messaging

Email

Total

2011

$15.1

$12.3

$7.6

$2.0

$1.7

$1.1

$2.6

$1.5

$0.3

$0.2

$32.0

2012

$17.3

$14.8

$8.6

$2.9

$1.8

$1.5

$2.6

$1.7

$0.2

$0.2

$36.8

2013

$19.6

$17.6

$9.5

$4.1

$2.1

$1.9

$2.7

$1.9

$0.2

$0.2

$42.3

2014

$21.6

$20.6

$10.2

$5.7

$2.4

$2.3

$2.8

$2.1

$0.2

$0.2

$47.6

2015

$23.2

$23.8

$10.8

$7.0

$3.4

$2.6

$2.9

$2.2

$0.2

$0.2

$52.5

2016

$24.8

$26.9

$11.4

$8.2

$4.4

$2.9

$3.0

$2.2

$0.2

$0.3

$57.3

2017

$25.6

$30.0

$12.2

$9.2

$5.4

$3.1

$3.1

$2.3

$0.2

$0.3

$61.4

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones and tablets on all formats mentioned; datathrough 2012 is derived from IAB/PwC data; numbers may not add up tototal due to rounding; *includes ads such as Facebook's Sponsored Storiesand Twitter's Promoted TweetsSource: eMarketer, Aug 2013161706 www.eMarketer.com

% changeUS Digital Ad Spending Growth, by Format, 2011-2017

2011 2012 2013 2014 2015 2016 2017

Display 24.4% 19.9% 19.0% 17.3% 15.3% 12.9% 11.5%

—Video 40.8% 44.5% 42.4% 39.1% 21.6% 17.1% 13.0%

—Sponsorships 56.1% 37.0% 23.0% 20.2% 13.5% 12.6% 7.8%

—Rich media 7.3% 8.6% 14.1% 17.9% 41.7% 27.9% 23.2%

—Banners andother*

21.3% 13.3% 11.4% 7.2% 5.9% 5.7% 7.0%

Search 25.8% 14.8% 13.2% 10.1% 7.4% 6.6% 3.3%

Leadgeneration

13.7% 10.5% 12.3% 10.2% 4.0% 3.1% 3.1%

Mobilemessaging

-1.1% -11.0% 7.4% -7.0% -5.3% -1.0% -4.3%

Email 9.2% 3.0% 5.3% 2.4% 2.4% 4.3% 2.7%

Classifieds anddirectories

-0.7% -0.8% 5.0% 3.9% 2.7% 4.1% 2.4%

Total 21.7% 15.0% 14.9% 12.6% 10.3% 9.2% 7.1%

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones and tablets on all formats mentioned; datathrough 2012 is derived from IAB/PwC data; *includes ads such asFacebook's Sponsored Stories and Twitter's Promoted TweetsSource: eMarketer, Aug 2013161711 www.eMarketer.com

billions and % changeUS Digital Ad Spending, by Format, 2010-2015

Paid search

—% change

Display

—% change

Internet video/rich media

—% change

Social media

—% change

Classifieds

—% change

Mobile

—% change

Internet radio

—% change

Podcast

—% change

Total

—% change

2010

$11.01

16.0%

$4.51

7.0%

$2.74

24.0%

$0.74

33.4%

$3.22

0.0%

$0.58

47.0%

$0.26

12.0%

$0.03

10.6%

$23.08

13.5%

2011

$11.38

3.3%

$4.66

3.3%

$3.13

14.6%

$2.49

235.2%

$3.24

0.5%

$0.78

36.2%

$0.27

4.3%

$0.03

8.0%

$25.98

12.6%

2012

$13.08

15.0%

$5.19

11.5%

$4.04

29.0%

$3.42

37.0%

$3.40

5.0%

$1.24

58.0%

$0.30

11.0%

$0.03

2.0%

$30.70

18.2%

2013

$14.92

14.0%

$5.74

10.5%

$5.22

29.0%

$4.61

35.0%

$3.54

4.0%

$1.91

54.0%

$0.33

11.0%

$0.03

0.0%

$36.29

18.2%

2014

$16.85

13.0%

$6.31

10.0%

$6.62

27.0%

$6.23

35.0%

$3.64

3.0%

$2.91

53.0%

$0.37

10.0%

$0.03

0.0%

$42.97

18.4%

2015

$18.88

12.0%

$6.88

9.0%

$8.35

26.0%

$8.22

32.0%

$3.71

2.0%

$4.46

53.0%

$0.40

10.0%

$0.03

0.0%

$50.93

18.5%

Note: numbers may not add up to total due to rounding; all figures excludeagency commissions and production costs and reflect negotiated rates(after discounts)Source: ZenithOptimedia, "Advertising Expenditure Forecasts," June 2013;provided by Starcom MediaVest Group, June 2013160072 www.eMarketer.com


United States

US Mobile Ad Spending, 2011-2017

Mobile adspending (billions)

—% change

—% of digital ad spending

—% of total mediaad spending

2011

$1.57

103.7%

4.9%

1.0%

2012

$4.36

178.3%

11.9%

2.6%

2013

$8.51

95.0%

20.1%

5.0%

2014

$13.09

53.8%

27.5%

7.4%

2015

$18.56

41.8%

35.4%

10.1%

2016

$24.70

33.1%

43.1%

12.9%

2017

$31.13

26.0%

50.7%

15.8%

Note: includes display (banners and other, rich media and video), searchand messaging-based advertising; ad spending on tablets is includedSource: eMarketer, Aug 2013161791 www.eMarketer.com

billions

Comparative Estimates: US Mobile Ad Spending,2012-2017

eMarketer, Aug 2013




Barclays Capital, May 2013


PwC, June 2013

BIA/Kelsey, April 2013

MMA, May 2013

Jefferies, Sep 2012



Pivotal Research Group, Jan 2013

Yankee Group, March 2013


IDC, April 2013

IAB, April 2013

MAGNA GLOBAL, Jan 2013

2012

$4.4

$4.1

$4.0

$3.4

$3.4

$3.4

$3.4

$3.2

$3.1

$2.8

$2.6

$2.9

$2.0

-

$1.2

$4.5

$3.4

$3.0

2013

$8.5

$7.2

$7.1

$5.9

$5.8

$5.7

$5.6

$5.4

$4.9

$4.4

$4.3

$4.0

$2.8

$2.4

$1.9

-

-

-

2014

$13.1

-

$11.4

$9.2

$8.7

$8.3

$7.6

$8.7

$7.1

$5.5

$6.5

-

$3.9

$3.0

$2.9

-

-

-

2015

$18.6

-

$16.6

$12.8

$1.2

$11.1

$9.6

$11.5

$9.2

$6.5

$8.7

-

$5.1

$3.6

$4.5

-

-

-

2016

$24.7

-

$22.4

$16.9

$1.4

$13.7

$11.7

$14.1

-

-

$10.8

-

$6.4

$3.9

-

-

-

-

2017

$31.1

-

-

$21.1

$1.6

$16.2

$13.7

$16.8

-

-

-

-

$8.0

-

-

-

-

-


% change

Comparative Estimates: US Mobile Ad SpendingGrowth, 2012-2017

eMarketer, Aug 2013

Pivotal Research Group, Nov 2012


Winterberry Group,Jan 2013


Barclays Capital, Jan 2013


BIA/Kelsey, March 2013

PwC, June 2013

Cantor Fitzgerald,Sep 2012

Jefferies, Sep 2012



IAB, April 2013

IDC, April 2013

SMI, March 2013

2012

178.3%

127.1%

150.0%

180.0%

110.0%

113.0%

113.0%

-

111.2%

80.0%

76.2%

59.0%

80.0%

111.2%

88.0%

20.6%

2013

95.0%

83.2%

80.0%

77.1%

76.0%

70.0%

67.7%

66.9%

66.8%

65.0%

56.7%

42.5%

40.0%

-

-

-

2014

53.8%

22.3%

60.0%

-

55.0%

50.0%

47.1%

60.9%

35.9%

50.0%

24.3%

52.4%

-

-

-

-

2015

41.8%

18.7%

45.0%

-

40.0%

33.0%

32.9%

33.0%

26.1%

34.0%

19.2%

53.3%

-

-

-

-

2016

33.1%

15.9%

35.0%

-

32.0%

20.0%

24.1%

22.2%

21.0%

25.0%

-

-

-

-

-

-

2017

26.0%

12.0%

-

-

25.0%

14.0%

17.8%

19.2%

18.0%

-

-

-

-

-

-

-


millionsUS Mobile Ad Spending, by Format, 2011-2017

Search

Display

—Banners, richmedia and other*

—Video

SMS/MMS/P2Pmessaging

Other (classified,email, lead gen)

Total

2011

$743

$547

$479

$68

$251

$27

$1,568

2012

$2,241

$1,848

$1,605

$244

$223

$50

$4,363

2013

$4,348

$3,809

$3,233

$576

$240

$112

$8,508

2014

$6,661

$5,988

$4,960

$1,029

$223

$214

$13,086

2015

$9,300

$8,661

$7,041

$1,619

$211

$389

$18,561

2016

$12,229

$11,571

$9,248

$2,324

$209

$695

$24,705

2017

$15,253

$14,499

$11,512

$2,987

$200

$1,176

$31,128

Note: ad spending on tablets is included; numbers may not add up to totaldue to rounding; *includes ads such as Facebook's Sponsored Stories andTwitter's Promoted TweetsSource: eMarketer, Aug 2013161792 www.eMarketer.com


United States

% changeUS Mobile Ad Spending Growth, by Format, 2011-2017

Display

—Video

—Banners, richmedia and other*

Search

SMS/MMS/P2Pmessaging

Other(classified,email, lead gen)

Total

2011

108.3%

132.9%

105.2%

193.4%

-1.1%

-

103.7%

2012

238.0%

257.5%

235.2%

201.7%

-11.0%

86.6%

178.3%

2013

106.1%

136.2%

101.5%

94.0%

7.4%

122.3%

95.0%

2014

57.2%

78.7%

53.4%

53.2%

-7.0%

91.3%

53.8%

2015

44.6%

57.4%

42.0%

39.6%

-5.3%

82.3%

41.8%

2016

33.6%

43.5%

31.3%

31.5%

-1.0%

78.6%

33.1%

2017

25.3%

28.6%

24.5%

24.7%

-4.3%

69.1%

26.0%

Note: ad spending on tablets is included; *includes ads such as Facebook'sSponsored Stories and Twitter's Promoted TweetsSource: eMarketer, Aug 2013161793 www.eMarketer.com

billions, % change and % of digital ad spendingUS Social Network Ad Spending, 2011-2015

2011

$2.45

27.0%

7.6%2012

$3.16

29.1%

8.6%2013

$4.16

31.6%

9.9%2014

$5.31

27.7%

11.3%

2015

$6.43

21.1%

12.4%

Social network ad spending% change % of digital ad spending

Note: includes display, search, video and other forms of paid advertisingappearing within social networks, social games and social applications;excludes spending by marketers that goes toward developing ormaintaining social network profile pages or branded applicationsSource: eMarketer, June 2013158681 www.eMarketer.com


Definitions and References DEFINIT IONS

eMarketer

■ Digital ad spending (UK & US) includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets, and includes all the various formats of advertising on those platforms.

■ Digital ad spending (all countries except UK & US) includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets, and includes all the various formats of advertising on those platforms; excludes SMS, MMS and P2P messaging–based advertising.

■ Facebook users are internet users who access their Facebook account via any device at least once per month.

■ Fixed broadband households have permanent connections to the internet via cable modem, DSL, fiber and wireless/satellite technologies. Fixed broadband estimates exclude mobile broadband subscriptions (data cards, dongles, and 3G- and 4G-enabled mobile phones and PDAs).

■ Fixed broadband subscriptions are permanent connections to the internet via cable modem, DSL, fiber and wireless/satellite technologies. Fixed broadband estimates exclude mobile broadband subscriptions (data cards, dongles, and 3G- and 4G-enabled mobile phones and PDAs). Subscription figures include both residential households and commercial businesses.

■ Internet users are individuals of any age who use the internet from any location via any device at least once per month.

■ Mobile ad spending includes display (banners, rich media and video), search and messaging-based advertising; includes ad spending on tablets. Display data includes banners and rich media on WAP sites and mobile HTML sites and embedded in-application/in-game advertising. Search data includes advertising on search engines, search applications and carrier portals. Messaging data includes ad placements in SMS, MMS and P2P messaging. Video data includes all video ads targeted specifically for mobile phones.

■ Mobile connections includes the total number of mobile connections, for mobile phones as well as for nonvoice devices, such as internet access devices (e.g., wireless modem cards, netbooks and mobile Wi-Fi hotspots), ereaders, tablets and telematics systems.

■ Mobile internet ad spending includes display (banners, rich media and video) and search; excludes SMS, MMS and P2P messaging–based advertising; includes ad spending on tablets. Display data includes banners, rich media and video on WAP sites and mobile HTML sites and embedded in-application/in-game advertising. Search data includes advertising on search engines, search applications and carrier portals.

■ Mobile phone internet users are mobile phone users of any age who access the internet from a mobile browser or an installed application at least once per month. SMS and MMS are not considered mobile internet access.

■ Mobile phone users are individuals of any age who own at least one mobile phone and use the phone(s) at least once per month.

■ Smartphones are any voice handset with an advanced operating system (e.g., Android, BlackBerry, iOS, Windows Mobile) and features/capabilities that resemble a PC.

■ Smartphone users are individuals who own at least one smartphone and use the smartphone(s) at least once per month.

■ Social network ad spending includes display, search, video and other forms of paid advertising appearing within social networks, social games and social applications; excludes spending by marketers that goes toward developing or maintaining social network profile pages or branded applications.

■ Social network sites are defined as sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content.


Definitions and References

■ Social network users are internet users who use a social network site via any device at least once per month.

■ Tablets are defined as touchscreen devices with a color display ranging from 5 to 14 inches, a Wi-Fi connection or mobile data plan and an advanced operating system such as Android, BlackBerry, iOS or Windows. Though some have detachable keyboards, touch is the primary interface. Excludes devices with a cellular voice connection. Examples include Amazon Kindle Fire, Apple iPad,

Google Nexus 7 or 10, Microsoft Surface and Samsung Galaxy Tab.

■ Tablet users are individuals of any age who use a tablet at least once per month.

■ Total media ad spending includes digital (online and mobile), directories, magazines, newspapers, outdoor, radio and TV.

Advertising Association (AA) – UK

■ Digital ad spending includes mobile and tablet; excludes digital ad spending for news, magazine brands and TV VOD.

■ Total media ad spending includes cinema, direct mail, internet, magazine brands, national and regional news brands, out-of-home, radio and TV.

Arce Media

■ Digital ad spending excludes discounts and commissions.

■ Total media ad spending includes cinema, internet, magazines, newspapers (Sunday included), outdoor, radio and TV; excludes discounts and commissions.

Association of Communication Agencies of Russia (ACAR)

■ Digital ad spending includes contextual and media advertising.

■ Total media ad spending includes internet, magazines, newspapers, outdoor, promotional materials, radio, TV and other.

Australian Communications and Media Authority (ACMA)

■ Mobile connections include prepaid and postpaid subscriptions; retail and wholesale services and wireless broadband data services provided via data cards, dongles or USB modems.

Autorité de Régulation des communications électroniques et des Postes (ARCEP)

■ Internet users include those accessing from cybercafes, home, libraries, mobile phone, outside the home, place of work/study and public places via Wi-Fi.

■ Mobile connections include prepaid and postpaid subscriptions that have made or received a call, whether free or paid, sent an SMS, MMS or used a multimedia (email, etc.) service during the past three months; excludes overseas territories.

Barclays Capital

FRANCE, ITALY, SPAIN, UK

Total media ad spending includes cinema, internet, press, outdoor, radio and TV.

GERMANY

Total media ad spending includes directories, internet, movies, outdoor, press, radio and TV.



US

Digital ad spending includes classifieds/auctions, display, email/lead generation, mobile and search.

Total media ad spending includes digital, directories, direct mail, magazines, newspapers, Olympics, outdoor, political, radio and TV.

BIA/Kelsey

■ Mobile ad spending includes local and national.

Bundesverband Digitale Wirtschaft (BVDW)

■ Mobile ad spending excludes house advertising.

Cámara Argentina de Agencias de Medios (CAAM)

■ Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio and TV (broadcast and cable).

Carat

ALL COUNTRIES EXCEPT BRAZIL

Total media ad spending includes cinema, digital (search, display, video, social media and mobile), magazines, newspapers, out-of-home, radio and TV; figures are based on negotiated discounts and with agency commission deducted.

BRAZIL

Total media ad spending includes cinema, internet, magazines, newspapers, radio, outdoor and TV

Centro de Estudos sobre as Tecnologias da Informação e da Comunicação (CETIC.br)

■ Internet users include those who have used the internet in the past three months.

Cheil Worldwide

■ Digital ad spending includes display and search.

■ Total media ad spending includes display, internet, magazines, mobile, newspapers, outdoor, radio, search and TV (terrestrial, cable, general programming, SO, DMB, IPTV and Sky Life).

Citi Research

■ Total media ad spending includes digital (online and mobile), direct mail, directories, magazines, newspapers, outdoor, radio and TV.

comScore Inc.

■ Internet users include those who used the internet from home and work locations; excludes traffic from public computers such as internet cafes and access from mobile phones and PDAs.

Cowen and Company

■ Mobile ad spending includes mobile internet only.



CTIA-The Wireless Association

■ Mobile connections exclude machine-to-machine (M2M) and other units not currently treated as subscriber connections by some carriers.

Danske Medier

■ Digital ad spending includes classifieds, display, email, search and other.

Dansk Oplagskontrol

■ Digital ad spending excludes allowances, commissions, discounts and VAT.

■ Total media ad spending includes cinema, internet, local weeklies, magazines, newspapers, outdoor, radio, TV and yearbooks; excludes allowances, commissions, discounts and VAT.

Dentsu

■ Digital ad spending includes website and mobile ad placement costs and ad production costs (banner ads and website setup costs related to new product services and campaigns).

■ Total media ad spending includes digital, direct mail, exhibitions/screen displays, flyers, magazines, newspapers, outdoor, point-of-purchase, radio, satellite, telephone directories, transit and TV.

Deutsche Bank

■ Digital ad spending includes political and Olympics.

■ Total media ad spending includes digital (online and mobile), direct mail, directories, magazines, newspapers, outdoor, radio and TV.

Digital TV Research Limited

■ Digital ad spending excludes mobile.

FirstPartner

■ Mobile ad spending includes content, display, messaging and search.

Frost & Sullivan

■ Mobile ad spending excludes spending on apps and Bluetooth services.

GroupM

ARGENTINA

Digital ad spending includes classifieds; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

Total media ad spending includes internet, magazines, newspapers, outdoor, radio and TV; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.



AUSTRALIA

Digital ad spending includes classifieds, display, mobile and paid search; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

Total media ad spending includes cinema, digital, magazines, newspapers, outdoor/transport, radio and TV; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

BRAZIL

Digital ad spending includes display and search; excludes classifieds; all figures include agency commissions; figures shown are after discounts from rate card.

Total media ad spending includes cinema, guides and lists, internet, magazines, newspapers, outdoor, radio and TV; all figures include agency commissions; figures shown are after discounts from rate card.

CANADA

Digital ad spending includes classifieds; all figures exclude agency commissions; figures shown are after discounts from rate card.

Total media ad spending includes cinema, digital, magazines, newspapers, out-of-home (excludes stadia), radio and TV; figures shown are after discounts from rate card.

CHINA

Digital ad spending includes classifieds; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

Total media ad spending includes internet, magazines, newspapers, outdoor, radio and TV; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

DENMARK

Digital ad spending includes display, email, mobile, paid search and other; excludes classifieds; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

Total media ad spending includes cinema, digital, free publications, trade press, annuals and directories, magazines, newspapers, outdoor, radio and TV; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

FRANCE

Digital ad spending includes display and paid search; excludes classifieds; all figures include agency commissions and production costs; figures shown are after discounts from rate card.

Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio and TV; all figures include agency commissions and production costs; figures shown are after discounts from rate card.

GERMANY

Digital ad spending excludes classifieds; all figures exclude agency commissions; figures shown are after discounts from rate card.

Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio and TV; all figures exclude agency commissions; figures shown are after discounts from rate card.



INDIA

Digital ad spending excludes 15% agency commission.

Total media ad spending includes cinema, digital, magazines, newspapers, out-of-home, radio and TV; excludes 15% agency commission.

INDONESIA

Digital ad spending includes classifieds; all figures include agency commissions; figures shown are after discounts from rate card.

Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio and TV; all figures include agency commissions; figures shown are after discounts from rate card.

ITALY

Digital ad spending includes affiliate, display, email, paid search and mobile; excludes yellow pages; all figures include agency commissions and exclude agency fees; figures shown are after discounts from rate card.

Total media ad spending includes cinema, digital, magazines, newspapers, outdoor, radio and TV; all figures include agency commissions and exclude agency fees; figures shown are after discounts from rate card.

JAPAN

Digital ad spending includes display, mobile, search and production; all figures include agency commissions and production costs.

Total media ad spending includes internet, magazines, newspapers, outdoor/transit, performance-based advertising, production, radio and TV; all figures include agency commissions and production costs.

MEXICO

Digital ad spending excludes classifieds; all figures include agency commissions and production costs; figures shown are after discounts from rate card.

Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio and TV; all figures include agency commissions and production costs; figures shown are after discounts from rate card; includes free-to-air and pay TV.

NORWAY

Digital ad spending includes display, email, mobile and paid search; excludes classifieds; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

Total media ad spending includes cinema, internet, magazines/trade press, newspapers, out-of-home, radio and TV; all figures exclude agency commissions; figures shown are after discounts from rate card.

RUSSIA

Digital ad spending includes display and paid search; all figures exclude agency commissions; figures shown are after discounts from rate card.

Total media ad spending includes cinema, internet, magazines/trade press, newspapers, out-of-home, radio and TV; all figures exclude agency commissions; figures shown are after discounts from rate card.



SOUTH KOREA

Digital ad spending excludes classifieds; all figures include agency commission and exclude production costs; figures shown are before discounts from rate card.

Total media ad spending includes digital (online and mobile), directories, magazines, newspapers, outdoor, radio and TV.

SPAIN

Digital ad spending includes classifieds; all figures exclude agency commissions; figures shown are after discounts from rate card.

Total media ad spending includes cinema, internet, magazines/Sunday supplements, newspapers, outdoor, radio and TV; all figures exclude agency commissions; figures shown are after discounts from rate card.

SWEDEN

Digital ad spending includes classifieds, display, email, mobile, paid search, web TV and other; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

Total media ad spending includes cinema, digital, magazines, newspapers, outdoor, radio and TV; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

UK

Digital ad spending includes classifieds, display, paid search and other; all figures exclude agency commissions and production costs; figures shown are after discounts from rate card.

Total media ad spending includes cinema, digital, magazines, newspapers, outdoor, radio and TV; all figures exclude agency commissions and production costs (except for cinema); figures shown are after discounts from rate card.

US

Digital ad spending includes search and other; excludes classifieds; all figures exclude agency commissions; figures shown are before discounts from rate card.

Total media ad spending includes digital, magazines, newspapers, out-of-home, radio and TV; all figures exclude agency commissions; figures shown are before discounts from rate card.

GSMA

■ Mobile connections include the total unique SIM cards (or phone numbers where SIM cards are not used) that have been registered on a mobile network at the end of period.

Hanwha Investment & Securities


■ Total media ad spending includes display, internet, magazine, mobile, newspapers, outdoor, radio, production, search and TV (terrestrial, cable, general programming, system operator, DMB, IPTV and satellite).



InfoAdex

■ Digital ad spending includes display (mobile included) and sponsored links.

■ Mobile ad spending includes mobile marketing and excludes internet display.

■ Total media ad spending includes cinema, internet (display [mobile included] and sponsored links), magazines, newspapers, outdoor, radio and TV.

Institut de Recherches et d’Etudes Publicitaires (IREP)

■ Digital ad spending includes display, email and sponsored links.

■ Total media ad spending includes cinema, internet, press, outdoor, radio and TV.

Institutet för Reklam-och Mediestatistik (IRM)

SWEDEN

Total media ad spending includes ad inserts, cinema, direct marketing, free papers, internet, in-store media, magazines, mobile marketing, newspapers, outdoor, print catalogs, radio, trade press, teletext and TV.

NORWAY

Total media ad spending includes cinema, direct marketing, free papers, internet, magazines, newspapers, outdoor, print catalogs, radio, trade press and TV.

Interactive Advertising Bureau (IAB)

■ Digital ad spending includes display ads (such as banners), search ads (including paid listings, contextual text links, paid inclusion and site optimization), rich media, online video (in-page, pre-roll and post-roll), classified ads and auctions, sponsorships, lead generation, email (banner ads, links or advertiser sponsorships that appear as ads within an email or the entire email for email newsletters, marketing campaigns and other commercial email communications) and mobile (static or rich media display ads, text messaging, search ads and audio/video spot appearing within mobile websites, apps, text messaging services or within mobile search results).

■ Mobile ad spending includes static or rich media display ads, text messaging, search ads and audio/video spot.

Interactive Advertising Bureau Canada (IAB Canada)

■ Digital ad spending includes classified/directories, display, email, online video and search; excludes mobile; 2009–2012 includes video gaming.

Interactive Advertising Bureau Europe (IAB Europe)

■ Digital ad spending includes classifieds, display, mobile and search.

Interactive Advertising Bureau Spain (IAB Spain)

■ Mobile ad spending includes display and search.

International Telecommunication Union (ITU)

■ Internet users are those using the internet from any device (including mobile phones) in the past 12 months.



■ Mobile connections include portable telephone subscriptions to an automatic public mobile phone service using cellular technology that provides access to the public switched telephone network (PSTN), including number of prepaid SIM cards active during the past three months; excludes mobile broadband subscriptions via data cards or USB modems.

Internet Advertising Bureau UK (IAB UK)

■ Digital ad spending includes classifieds, display, mobile and paid search.

■ Mobile ad spending includes classifieds, display, paid search, SMS and other.

Internet & Mobile Association of India (IAMAI)

■ All data is for fiscal years, which run from April 1 to March 31 (e.g., FY 2012 is from April 1, 2012 to March 31, 2013).

■ Digital ad spending includes display, email, mobile, search, social media and video advertising.

iResearch Consulting Group

■ Digital ad spending includes revenues from search ad partnerships and publisher bonuses from search partnerships; excludes agency revenues.

J.P. MORGAN

■ Digital ad spending includes classifieds/auctions, display (banner ads, digital video, rich media and sponsorship), lead generation/email, mobile and search.

Jefferies

■ Digital ad spending includes banner ads, classifieds/auctions, email, mobile, referrals/lead generation, rich media, search, sponsorships and video.

■ Total media ad spending includes direct mail, internet, magazines, newspapers, outdoor, radio, TV and other.

JMP Securities

■ Digital ad spending includes classifieds/auctions, display, lead generation/email, mobile and search.

J’son and Partners

■ Mobile ad spending excludes mobile marketing such as applications, loyalty programs, marketing via mobile social networks and SMS marketing.

Kantar Media

■ Total media ad spending includes display, free-standing inserts, magazines, newspapers, outdoor, radio and TV.

Korea Communications Commission

■ Mobile ad spending includes search and display.

Korea Onlinead Association

■ Digital ad spending includes display, mobile and search.

■ Mobile ad spending includes display, search and other.



Kreativitet & Kommunication

■ Digital ad spending includes banners, job ads and permission marketing on commercial websites in Denmark.

■ Total media ad spending includes cinema, digital, journals, magazines, newspapers, outdoor, search and TV; gross revenues minus discounts; excludes direct sales outside media agencies.

La Comisión del Mercado de las Telecomunicaciones (CMT)

■ Mobile connections include prepaid and postpaid subscriptions; includes 2.56 million data card subscriptions as of December 2012; excludes subscriptions for machine-to-machine (M2M) services

MAGNA GLOBAL

■ Total media ad spending includes cinema, digital (display, mobile, search, social and video), magazines, newspapers, out-of-home (digital and traditional), radio and TV (free and pay); based on net media owner revenues.

Media Partners Asia

■ Total media ad spending includes revenues measured after discounts.

Mediebyråforeningen

■ Digital ad spending includes online newspapers; represents net revenues after all discounts but before agency fees.

■ Total media ad spending includes cinema, direct marketing, internet, magazines, newspapers, outdoor, radio, trade press, TV and other; represents net revenues after all discounts but before agency fees; excludes ads placed directly in specific media, such as classifieds.

Ministry of Economy, Trade, and Industry (METI) - Japan

■ Total media ad spending includes inserts/direct mail, internet, magazines, newspapers, outdoor, overseas, radio, SP/PR/event planning, traffic, TV and other.

Mobile Marketing Association (MMA)

■ Mobile ad spending includes apps, email, messaging, voice and web.

Navegg

■ Internet users are those with internet access on desktops, feature phones, smartphones and tablets.

Nielsen

■ Total media ad spending is based mainly on published rate cards; includes cinema, magazines, newspapers, online display, outdoor, radio and TV.

ONLINE-VERMARKTERKREIS (OVK)

■ Digital ad spending includes affiliate networks, display and search.

Pew Research Center Global Attitudes Project

■ Internet users are those who use the internet at least occasionally.



Pitch Madison


Pivotal Research Group

■ Digital ad spending includes classifieds, display, direct online, email, lead generation, mobile, video and yellow pages; includes local and national ad spending.

■ Mobile ad spending includes mobile paid search only.

■ Total media ad spending includes cinema, digital, direct mail, direct online, directories, magazines, newspapers, Olympics, outdoor, political, radio and TV.

PricewaterhouseCoopers (PwC)

■ Digital ad spending includes classifieds, display, mobile, search, video and other; figures are based on net revenues (excludes agency commissions and production costs).

■ Mobile ad spending includes all ads delivered direct to mobile devices.

Projeto Inter-Meios

■ Digital ad spending includes display, search and sponsored links; excludes mobile.

■ Total media ad spending includes cinema, directories, internet, magazines, newspapers, outdoor, radio and TV.

Serikat Perusahaan Pers (SPS)

■ Total media ad spending includes internet, magazines, newspapers, outdoor, radio, tabloids and TV.

Standard Media Index (SMI)

■ Total media ad spending includes cinema, digital, magazines, newspapers, outdoor, radio and TV.

Strategy Analytics

■ Digital ad spending includes classifieds, display, search and other.

Syndicat des Régies Internet (SRI)

■ Digital ad spending includes display, direct email, local search, mobile, referrals, search engines and shop bots.

TGI Latina

■ Internet users are those who used the internet in the past 30 days.

Veronis Suhler Stevenson (VSS)

■ Total media ad spending includes entertainment and books, magazines, newspapers, Olympics, outdoor, political, pure-play internet and mobile, radio, TV and yellow pages.

Warc

■ Total media ad spending includes cinema, internet (display, classifieds and search), magazines, newspapers, outdoor, radio and TV.



Warc Consensus

■ Total media ad spending includes cinema, digital, magazines, newspapers, outdoor, radio and TV.

Winterberry Group

■ Digital ad spending includes display, email, lead generation/affiliate, mobile, search, social technology/services and other.

■ Mobile ad spending includes mobile display and search.

■ Total media ad spending includes digital, direct and traditional.

ZenithOptimedia

ARGENTINA

Advertising data for 2010 through 2011 from Argentine Advertising Agencies Association, IBOPE, Monitor and CAAM, 2012 from agency estimates and 2013 through 2051 from agency forecasts. Data shown is after discounts and excludes production costs and agency commissions. Data excludes classified advertising.

Digital ad spending includes display and search.

Outdoor monitoring includes new types of “spectacular” display.

Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio and TV.

AUSTRALIA

Advertising data for 2010 through 2011 from Commercial Economic Advisory Service of Australia (CEASA), 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions and production costs. Data includes classified advertising.

Digital ad spending includes classifieds, directories, display and search.

Total media ad spending includes cinema, digital, magazines, newspapers, outdoor, radio and TV.

BRAZIL

Advertising data for 2010 through 2011 from InterMeios Research, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts, excludes production costs and includes agency commissions. Data includes classified advertising.

Digital ad spending excludes search.

Total media ad spending includes cinema, magazines, newspapers, online display, outdoor, radio and TV.

TV ad spending includes cable TV.

CANADA

Advertising data for 2010 through 2012 from TVB, Statistics Canada, CRTC, CAN, CCNA, Les Hebdos du Quebec, Magazines Canada, IAB Canada and agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs and agency commissions. TV and radio figures are based on broadcast year ending in August. IAB (internet) implemented 2008 revised classification of online revenues, estimated to account for half the growth in classifieds.



Digital ad spending includes classifieds, display (includes on-page awareness campaigns and sponsorships), email, mobile, search and video.

Magazine ad spending excludes trade titles.

Newspaper ad spending includes dailies only; from 2012 includes all free daily papers.

Total media ad spending includes digital, magazines, newspapers, outdoor/transport, radio and TV.

CHILE

Advertising data for 2010 through 2012 from ACHAP and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions and production costs.

Magazine ad spending excludes trade titles.

TV ad spending includes cable TV.

CHINA

Advertising data for 2010 through 2011 from State Administration of Industry & Commerce, iResearch and agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs. Data shown excludes agency income, which comprises regular commissions and income from program syndication, sports sponsorship, event marketing, industry training and other sources. Data includes classified advertising.

Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio and TV

COLOMBIA

Advertising data for 2010 through 2011 from ANDA, IAB, LAMAC and IBOPE; 2012 from agency estimates and 2013-2015 from agency forecasts. Data shown is after discounts and excludes production costs and agency commissions. Data excludes classified advertising except for internet.

DENMARK

Advertising data 2010 through 2011 Dansk Oplagskontrol, Reklameforbrugsundersøgelsen, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions and production costs. Data includes classifieds.

Digital ad spending includes classifieds, display and search.

Magazine ad spending includes trade press.

Newspaper ad spending includes paid-for and free publications.

Total media ad spending includes cinema, internet, magazines, newspapers, outdoor, radio, TV and other.

EGYPT

Advertising data for 2010 through 2011 from Vivaki/Business Compass net estimates based on Ipsos Statex gross data, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions and production costs. Data excludes classified advertising.

ESTONIA

Advertising data for 2010 through 2012 from TNS Emor Advertising Expenditure Survey and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions and production costs. Data excludes classifieds.



FINLAND

Advertising data for 2010 through 2012 from Gallup Mainostieto, TNS Media Intelligence and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions and production costs. Data excludes classifieds.

FRANCE

Advertising data for 2010 through 2011 from IREP, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs and taxes. Data includes 15% agency commission. Data excludes classified advertising.

Digital ad spending includes affiliates, classifieds, display, mobile and search.

Magazine ad spending includes free publications.

Newspaper data includes national and regional titles.


GERMANY

Advertising data for 2010 through 2012 from ZAW and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs and agency commissions. Data includes classified advertising.

Digital ad spending includes affiliate deals, display and paid search.

Magazine ad spending includes directories and trade titles.

Newspaper ad spending includes dailies, weeklies, Sundays and supplements.


GREECE

Advertising data for 2010 through 2012 from Media Services, except online display ad—IAB Hellas; and 2013-2015 from agency forecasts. Data shown is before discounts (except TV) and includes agency commission at 15%. Data shown excludes production costs, classified advertising and categories that receive unusually high discounts. Cinema and outdoor are agency estimates.

HONG KONG

Advertising data for 2010- through 012 from HK Adex SRG, AC Nielsen Hong Kong, Admango and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions and production costs. Data excludes classified advertising. Online display is from Admango Hong Kong.

INDIA

Advertising data for 2010 through 2012 from TAM ADEX DATA (print, TV and radio), IAMAI and agency estimates (cinema, outdoor and internet) and 2013 through 2015 from agency forecasts. Data shown is after discounts and includes agency commissions, except TV, print and radio, which are rate card cost down-weighted at 70%, 60% and 40%, respectively. Data excludes production costs. Data excludes classified advertising except for internet. Definition of national newspapers changed in 2006. Internet figures are IAMAI estimates from 2004.

Digital ad spending includes mobile from 2012 forward.


TV ad spending includes nonterrestrial.



INDONESIA

Advertising data for 2010 is from AC Nielsen Adquest Millennium (newspapers, magazines, TV, radio), agency estimates (other media), 2011 through 2015 from agency forecasts. Data shown is after discounts, estimated at the following levels: 30% for newspapers, magazines and radio, 45% for TV, and 20% for cinema and internet, with no discounts for outdoor. Data includes classified advertising and excludes agency commissions and production costs.



ITALY

Advertising data for 2010 through 2012 from Media Key, AC Nielsen and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions. Data excludes production costs. Data includes classified advertising.


Magazine ad spending includes newspaper supplements.

Total media ad spending include cinema, internet, magazines, newspapers, outdoor, radio and TV.

JAPAN

Advertising data for 2010 through 2011 from Dentsu, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts. Data includes agency commission at an average of 17.5% and production costs. Data includes classified advertising.

Digital ad spending includes banners, direct emailing, interstitials, keyword searching, mailing service email, mobile ads, rich media, SEM, tie-ups, sponsorships and text; includes production costs.

Magazine ad spending includes more specialist and local titles.

Outdoor ad spending includes billboards, neon signs, train and bus ads, plus poster boards, outdoor video screens, airport and taxi ads.

Total media ad spending includes digital, magazines, newspapers, outdoor/transport, radio and TV.

LATVIA

Advertising data for 2010 through 2011 from TNS BMF Gallup Media, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions and production costs. Data includes classified advertising. Internet includes all forms of advertising on the main domains.

MEXICO

Advertising data for 2010 through 2011 from IBOPE and CIMA adjusted by ZenithOptimedia, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs. Data excludes agency commission at 15%. Data excludes classified advertising.

Total media ad spending includes magazines, newspapers, radio and TV.



NETHERLANDS

Advertising data for 2010 through 2011 from VEA and BBC, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs. Data includes agency commissions and expenditures by regional advertisers in regional media.

Magazine ad spending includes business and consumer titles.

Outdoor ad spending includes ambient and transport media.

Radio and TV ad spending is for spot only.

NORWAY

Advertising data for 2010 through 2012 from IRM and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs and agency commissions. Data includes classified advertising.


Magazine ad spending includes business publications.


PERU

Advertising data for 2010 through 2012 from CPI and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs and agency commissions. Data excludes classified advertising.

POLAND

Advertising data for 2010 through 2011 from Expert Monitor (TV, press, radio), Media Watch (outdoor), IAB (internet), 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions, production costs and self-promotion. Data excludes classified advertising.

TV ad spending includes sponsorship.

PORTUGAL

Advertising data for 2010 through 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs. Data includes agency commissions. Data excludes classified advertising.

Digital ad spending includes all advertising formats (banners, pop-ups, interstitials, etc.).

RUSSIA

Advertising data for 2010 through 2011 from AKAR, Russian Association of Communication Agencies (RACA), 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs, agency commissions and VAT.

Cinema ad spending includes indoor advertising.

Digital ad spending includes banners, contextual advertising and email newsletters.

Newspaper ad spending includes special advertising editions.




TV ad spending includes nonterrestrial advertising.

SAUDI ARABIA

Advertising data for 2010 through 2011 from Vivaki/Business Compass net estimates based on Ipsos Statex gross data, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data excludes discounts, production costs and agency commissions. Data excludes classified advertising. Pay TV ad spending is not monitored. Saudi Arabia has no cinemas.

Outdoor ad spending excludes semipermanent installations such as outsize boardings and unipoles.

SLOVAKIA

Advertising data for 2010 through 2011 from TNS A-Connect/AIM Monitor, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown excludes agency commissions, classified advertising and production costs. Data shown is after discounts.

SOUTH AFRICA

Advertising data for 2010 through 2012 from Adindex, Nielsen and agency estimates and 2013 through 2015 from agency forecasts. Data shown excludes production costs and is before discounts. Data includes agency commissions and has been adjusted to exclude self-promotion by media owners advertising on their own properties.

SOUTH KOREA

Advertising data for 2010 through 2012 from KADD, Ad Journal, Research AD (internet) and 2013 through 2015 from agency forecasts. Data shown is before discounts and excludes production costs and agency commissions. Data excludes classified advertising.

Digital ad spending excludes classifieds.

Magazine ad spending includes membership magazines.

Newspaper ad spending includes free tabloids.


SPAIN

Advertising data for 2010 through 2012 from Duplo, Infoadex and Nielsen, agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs and agency commissions.


Magazine ad spending excludes directories.

Newspaper ad spending includes supplements.


SWEDEN

Advertising data for 2010 through 2011 from University of Gothenburg, Annonsorforeningen, IRM, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs and agency commissions. Data includes advertising tax. Data includes classified advertising.

Digital ad spending includes classifieds, display, email, mobile and search.

Magazine ad spending includes consumer and trade publications.



Newspaper ad spending includes city, regional and evening publications.


SWITZERLAND

Advertising data for 2010 through 2012 from Media Focus and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs. Data includes commissions. TV includes Videotex. Media Focus changed its methodology for measuring print media in 2012, going back to 2010; comparability of back data may be affected. From 2011 two new radio stations are included in spend figures, which may affect back data comparability.

TURKEY

Advertising data for 2010 through 2012 from the Turkish Association of Advertising Agencies and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs and agency commissions. Data excludes classified advertising.

UK

Advertising data for 2010 through 2011 from Advertising Association, internet for 2011 from agency estimates, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts (except for cinema) and excludes production costs. Data excludes 15% agency commission (10% agency commission for consumer magazine classifieds). Data includes classified advertising.

Digital ad spending includes classifieds, display (includes email) and paid search.

Magazine ad spending excludes directories.

Radio ad spending includes branded content.


TV ad spending excludes sponsorship.

UKRAINE

Advertising data for 2010 through 2012 from Ukrainian AdCoalition, Cortex and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes agency commissions, classified advertising, production costs and taxes. Prices fixed using local currency from 2009.

UNITED ARAB EMIRATES

Advertising data for 2010 through 2011 from Vivaki/Business Compass net estimates based on Ipsos Statex gross data, 2012 from agency estimates and 2013 through 2015 from agency forecasts. Data shown is after discounts. Data excludes agency commissions and production costs. Data excludes classified advertising and internet.

TV ad spending excludes pan-Arab channels.

US

Digital ad spending includes classifieds, display, internet radio, mobile, paid search, podcasts, rich media, social media and video.




VENEZUELA

Advertising data for 2010 through 2012 from ANDA/FEVAP and 2013 through 2015 from agency forecasts. Data shown is after discounts and excludes production costs and agency commissions. Data excludes classified advertising except for internet.

Zentralverband der deutschen Werbewirtschaft (ZAW)

■ Total media ad spending includes ad publications, cinema, consumer magazines, direct mail, directories, display, newspapers (daily, weekly, Sunday and supplements), outdoor, radio, trade journals and TV.

GEOGRAPHIC REGIONS ■ Asia-Pacific: American Samoa, Armenia, Australia, Azerbaijan, Bangladesh, Bhutan, Brunei, Burma, Cambodia, China, Cook Islands, Fiji, French Polynesia, Guam, Hong Kong, India, Indonesia, Japan, Kiribati, Kyrgyzstan, Laos, Macau, Malaysia, Maldives, Marshall Islands, Micronesia, Mongolia, Nauru, Nepal, New Caledonia, New Zealand, Northern Mariana Islands, North Korea, Pakistan, Palau, Papua New Guinea, Philippines, Samoa, Singapore, Solomon Islands, South Korea, Sri Lanka, Taiwan, Thailand, Tajikistan, Timor-Leste, Tonga, Turkmenistan, Tuvalu, Uzbekistan, Vanuatu, Vietnam, Wallis and Futuna

■ Central & Eastern Europe: Albania, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, Georgia, Hungary, Kazakhstan, Kosovo, Latvia, Lithuania, Moldova, Montenegro, Republic of Macedonia, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey, Ukraine, Poland

■ Latin America: Anguilla, Antigua and Barbuda, Argentina, Aruba, Bahamas, Barbados, Belize, Bolivia, Brazil, Cayman Islands, Chile, Colombia, Costa Rica, Cuba, Dominica, Dominican Republic, Ecuador, El Salvador, Grenada, Guatemala, Guyana, Haiti, Honduras, Jamaica, Mexico, Montserrat, Netherlands Antilles, Nicaragua, Panama, Paraguay, Peru, Saint-Barthelemy, Saint Kitts and Nevis, Saint Lucia, Saint Martin, Saint Vincent and the Grenadines, Suriname, Trinidad and Tobago, Turks and Caicos Islands, Uruguay, Venezuela, Virgin Islands (British), Virgin Islands (US)

■ Middle East & Africa: Afghanistan, Algeria, Angola, Bahrain, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Cape Verde, Central African Republic, Chad, Comoros, Congo (Brazzaville), Congo (Kinshasa), Cote d’Ivoire, Djibouti, Egypt, Equatorial Guinea, Eritrea, Ethiopia, Gabon, Gambia, Gaza Strip, Ghana, Guinea, Guinea-Bissau, Iran, Iraq, Israel, Jordan, Kenya, Kuwait, Lebanon, Lesotho, Liberia, Libya, Madagascar, Malawi, Mali, Mauritania, Mauritius, Mayotte, Morocco, Mozambique, Namibia, Niger, Nigeria, Oman, Qatar, Rwanda, Saint Helena, Sao Tome and Principe, Saudi Arabia, Senegal, Seychelles, Sierra Leone, Somalia, South Africa, South Sudan, Sudan, Swaziland, Syria, Tanzania, Togo, Tunisia, Uganda, United Arab Emirates, West Bank/Palestine, Western Sahara, Yemen, Zambia, Zimbabwe

■ North America: Canada, US

■ Western Europe: Andorra, Austria, Belgium, Denmark, Faroe Islands, Finland, France, Germany, Gibraltar, Greece, Greenland, Guernsey, Iceland, Ireland, Isle of Man, Italy, Jersey, Kosovo, Liechtenstein, Luxembourg, Malta, Monaco, Netherlands, Norway, Portugal, San Marino, Spain, Sweden, Switzerland, UK



REFERENCESThe following sources are referenced in The Global Media Intelligence Report 2013. Sources may not be referenced in individual sections of the report.

Data displayed in The Global Media Intelligence Report 2013 may include eMarketer calculations based on sources referenced below.

Adobe, “Click Here: The State of Online Advertising” conducted by Edelman Berland, Oct 24, 2012

Advanced Communications & Media (AC&M), Jan 2009-March 2013

Advertising Association (AA)/Warc, “The Advertising Association/Warc Expenditure Report,” July 9, 2013

Agência Nacional de Telecomunicações (ANATEL) as cited in press releases, Jan 18, 2013 & April 16, 2013

Allstate Corporation and National Journal, “Heartland Monitor Poll,” June 7, 2012

AMIPCI (Asociación Mexicana de Internet) and Elogia, “MKT Digital y Redes Sociales en México 2012,” May 17, 2013

Analysys International as cited in company blog, May 10, 2012

Analysys International EnfoDesk as cited in company blog, Feb 18, 2013

Analysys Mason based on TRAI as cited in company newsletter, April 11, 2013

Arbeitsgemeinschaft Online Forschung (AGOF), “Internet Facts 2013-03,” May 23, 2013

Arbitron and Edison Research, “The Infinite Dial 2012: Navigating Digital Platforms,” April 10, 2012

Arbitron and Edison Research, “The Infinite Dial 2013: Navigating Digital Platforms,” April 2, 2013

Arce Media, “i2p (Índice Inversión Publicitaria)” prepared by Media Hotline, Jan 23, 2013

ARD/ZDF-Medienkommission, “Onlinestudie 2012,” Aug 20, 2012

Asociación para la Investigación de Medios de Comunicación (AIMC) - Spain, “Audiencia de Internet, Estudio General de Medios (EGM)” conducted by TNS Market Research, Random and Ipsos, July 4, 2013

Asosiasi Penyelenggara Jasa Internet Indonesia (APJII), “Indonesia Internet Profiles 2012,” Dec 12, 2012

Association of Communication Agencies of Russia (ACAR) as cited by East-West Digital News, Feb 12, 2013

Audiweb, “AW Trends XVII Edizione - Dicembre 2012,” Jan 29, 2013

Australian Communications and Media Authority (ACMA), “Communications Report 2011-12,” Dec 6, 2012

Australian Interactive Media Industry Association (AIMIA) and Yellow Pages, “2013 Yellow Social Media Report” conducted by Sweeney Research, May 21, 2013

Autorità per le garanzie nelle comunicazioni (AGCOM), “Quarterly Telecommunication Markets Observatory,” June 14, 2013

Autorité de Régulation des Communications Électroniques et des Postes (ARCEP), “Telecommunications Observatory (mobile market),” Feb 2011-May 2013



Autorité de Régulation des communications électroniques et des Postes (ARCEP) and Conseil général de l’industrie, de l’énergie et des technologies (CGIET), “La diffusion des technologies de l’information et de la communication dans la société française” conducted by Centre de Recherche pour l’Étude et l’Observation des Conditions de Vie (CRÉDOC), Dec 10, 2012

Axel Springer AG & Bauer Media Group, “VerbraucherAnalyse 2011 - Klassik II,” 2012; provided by Starcom MediaVest Group, June 1, 2012

Barclays Capital, “European and US Media: Ad Watch VIII - Undervalued, H2 Weighted,” Jan 25, 2013

Barclays, “Social Commerce: The next generation of retail” conducted by Conlumino, May 22, 2012

Barclays Capital, “Internet & Media 101: May 2013 Edition,” May 13, 2013

BIA/Kelsey, “Annual US Local Media Forecast 2012-2017: Mobile Local Media,” April 4, 2013

BITKOM as cited in press release, July 29, 2013

Boston Consulting Group, “China’s Digital Generations 3.0: The Online Empire,” April 12, 2012

Boston Consulting Group, “The $4.2 Trillion Opportunity: The Internet Economy in the G-20,” March 19, 2012

Broadcasting Board of Governors (BBG) and Gallup, “Media Use in Indonesia 2012,” Oct 16, 2012

BuddeComm, “Argentina - Telecoms, Mobile, Broadband and Forecasts,” May 2012

BuddeComm, “Brazil - Telecoms, Mobile, Broadband and Forecasts,” March 2012

BuddeComm, “Indonesia - Telecoms, Mobile, Broadband and Forecasts,” May 2012 & July 24, 2013

BuddeComm, “Japan - Telecoms, Mobile, Broadband and Forecasts,” March 5, 2013

BuddeComm, “Mexico - Telecoms, Mobile, Broadband and Forecasts,” Aug 2012

BuddeComm, “Russia - Telecoms, IP Networks, Digital Media and Forecasts” as cited in press release, June 6, 2012

BuddeComm, “South Korea - Telecoms, Mobile, Broadband and Forecasts,” Dec 17, 2012

Bundesverband Digitale Wirtschaft (BVDW), “MAC Mobile - Report 2013/01,” April 3, 2013

Bundesverband Digitale Wirtschaft (BVDW) and YouGov, “Dynamic Communication Index (DCI): Wave 4,” May 22, 2012

Business Monitor International, Oct 2012

CA Com, “2013 Deuxième Baromètre de l’Omniretail” conducted by Ipsos, June 7, 2013

Cámara Argentina de Agencias de Medios (CAAM) as cited in press release, March 12, 2013

Cámara Argentina de Comercio Electrónico (CACE) and Prince & Cooke, “Estudio de Comercio Electrónico en Argentina 2012,” Jan 17, 2013

Canadian Wireless Telecommunications Association (CWTA), “2012 Cell Phone Consumer Attitudes Survey” conducted by Quorus Consulting Group, April 23, 2012

Canadian Wireless Telecommunications Association (CWTA) based on company reports, April 2013

Cantor Fitzgerald, “Internet & Media,” Sep 20, 2012

Carat as cited in press releases, March 15, 2012 & March 20, 2013



Carrier y Asociados, “Usuario online - 2013” as cited in company blog, May 3, 2013

Centro de Estudos sobre as Tecnologias da Informação e da Comunicação (CETIC.br), “TIC Domicílios 2012,” June 20, 2013

Cheil Worldwide as cited by MoneyToday, Feb 12, 2013

China Internet Network Information Center (CNNIC), “32nd Statistical Report on Internet Development in China,” July 2013

Cisco Systems, “Cisco Visual Networking Index (VNI): Forecast and Methodology, 2012-2017,” May 29, 2013

Citi Research, June 1, 2012

Comisión Federal de Telecomunicaciones (COFETEL), April 1, 2013 & July 5, 2013

Commercial Economic Advisory Service of Australia (CEASA) as cited by B&T, April 16, 2013

comScore Inc., June 2012

comScore Inc. as cited in press release, Aug 7, 2013

comScore Inc., “2013 Canada Digital Future in Focus,” March 4, 2013

comScore Inc., “2013 UK Digital Future in Focus,” Feb 14, 2013

comScore Inc., “Indian eCommerce: Landscape & Trends” in association with e-Sparks 2013, Feb 18, 2013

comScore Media Metrix, Feb 2013

comScore Media Metrix, “2013 Southeast Asia Digital Future in Focus,” July 25, 2013

comScore Media Metrix cited in comScore Inc., “Futuro Digital Latinoamerica 2013,”, May 28, 2013

comScore Media Metrix, “The Story of the Indonesian Digital Consumer,” Nov 19, 2012

comScore Media Metrix Multi-Platform, “The Next Generation of Digital Audience Measurement,” June 19, 2013

comScore MobiLens, “Tendances Clés du Marché des Réseaux Sociaux,” Oct 18, 2012

comScore Networks as cited in Barclays Capital, “1Q12 Advertising Almanac: Upbeat Tone,” May 21, 2012

comScore Video Metrix cited in comScore Inc., “Futuro Digital Latinoamerica 2013,” May 28, 2013

Consumer Action, “Do Not Track,” June 18, 2013

Convergencia Research as cited by Acision, “Monitor for Mobile VAS (MAVAM),” May 9, 2012

Cowen and Company, “Internet and New Media,” Nov 27, 2012

CTIA-The Wireless Association, “Semi-Annual Wireless Industry Survey,” May 2, 2013

Danish Business Authority, “Telestatistik Andet halvår 2012,” April 24, 2013

Danske Medier and Deloitte, “Online Markedsstatistik 2012” as cited by Foreningen af Danske Interaktive Medier (FDIM), April 4, 2013

Dansk Oplagskontrol via Danske Medier, April 18, 2013

Data Center of China Internet (DCCI), “Forecast 213: Blue Book of China Ecommerce,” March 14, 2013

Datamonitor MarketLine, “Wireless Telecommunication Services,” Aug 30, 2012



Defoe, “Encuesta Panel Nacional,” April 14, 2012

Deloitte, “State of the Media Democracy,” May 29, 2013

Dentsu, “2012 Advertising Expenditures in Japan,” Dec 26, 2012

Dentsu as cited in press release, Feb 23, 2012

Dentsu as cited by Campaign Asia-Pacific, Feb 21, 2013


Digital TV Research Limited, “Online Advertising Forecasts,” Nov 14, 2012

Ericsson, “Mobility Report: On the Pulse of the Networked Society,” June 3, 2013

Euromonitor as cited in company blog, June 24, 2013

Eurostat, “Internet use in households and by individuals in 2012,” March 1, 2013

F/Nazca Saatchi & Saatchi, “F/Radar: 11th Edition,” Oct 2, 2012

Federation of Indian Chambers of Commerce (FICCI) and KPMG, “Indian Media and Entertainment Industry Report 2013: The Power of a Billion: Realizing the Indian Dream,” March 12, 2013

FirstPartner, October 2012 as cited by Internet Advertising Bureau UK (IAB UK) and PricewaterhouseCoopers (PwC), “UK Digital Adspend Study H1 2012,” Oct 9, 2012

FirstPartner, “Western European Mobile Advertising Forecast 2012-2016,” April 2012

Fondation Dauphine, “Baromètre de l’Économie Numérique” conducted by Médiamétrie, Feb 23, 2013

Forrester Research, “World Online Population Forecast, 2010 to 2014” as cited in company blog, June 26, 2012

Forschungsgruppe Wahlen, “Internet-Strukturdaten: Repräsentative Umfrage - IV. Quartal 2012,” Jan 15, 2013

Frost & Sullivan as cited by PR Newswire, Dec 5, 2012

Frost & Sullivan as cited in press release, Oct 8, 2012

Gartner as cited in press releases, March 27, 2012; July 18, 2012; April 22, 2013


Google, “Mobile, Tablet and Internet Usage 2012: Northern and Central Europe (NACE) Report” conducted by TNS Infratest, May 12, 2012

GroupM, “This Year, Next Year: Interaction 2013,” March 27, 2013

GroupM, “This Year, Next Year: Worldwide media and marketing forecasts,” Aug 14, 2013

GSMA and Deloitte, “Mobile telephony and taxation in Latin America” based on Wireless Intelligence, Dec 17, 2012

GSMA Intelligence as cited in press releases, June 14, 2012 & Oct 18, 2012

Hankook Research with Telmar, “Media Index,” 2013; provided by Starcom MediaVest Group, June 1, 2013

Hanwha Investment & Securities, “2013 Ad/Media Industry Forecast,” Nov 20, 2012



Hi-Mídia and M.sense, “Social Networks: User Behavior,” April 30, 2012

IBOPE Media as cited in press release, Dec 17, 2012

IE Market Research, “4Q11 Mobile Operator Forecast,” March 2012

Ifop, “Observatoire des Réseaux Sociaux,” Nov 15, 2012

IMRB International, “Web Audience Measurement (WAM)” as cited by Internet & Mobile Association of India (IAMAI) and IMRB International, “Social Media in India - 2012,” March 12, 2013

InfoAdex, “Estudio InfoAdex de la Inversión Publicitaria en España 2013,” Feb 28, 2013

Infoadex and Interactive Advertising Bureau Spain (IAB Spain) as cited by IAB Spain and Grupo Consultores, “Estudio de Inversión en Publicidad Digital: Resultados del año 2012,” March 21, 2013

Informa Telecoms & Media as cited by Kleiner Perkins Caufield Byers (KPCB), “Internet Trends: D11 Conference,” May 29, 2013

Initiative D21, “D21 - Digital - Index – Auf dem Weg in ein digitales Deutschland?!,” April 22, 2013

Initiative D21, “(N)Onliner Atlas 2012,” June 26, 2012

InSites Consulting, “Social Media Around the World 2012,” Sep 24, 2012

Institut de Recherches et d’Etudes Publicitaires (IREP) and France Pub, “Le Marché Publicitaire Français en 2012,” March 20, 2013

Institut für Demoskopie Allensbach, “Allensbacher Markt- und Werbeträgeranalyse” as cited in “AWA 2013: Generationsspezifische Mediennutzung,” July 4, 2013

Institut national de la statistique et des études économiques (Insee), “enquête Technologies de l’information et de la communication 2012” as cited in press release, June 18, 2013

Institutet för Reklam-och Mediestatistik (IRM) as cited by Mediebedriftenes Landsforening (MBL), “Medietall 2012,” Feb 19, 2013

Institutet för Reklam-och Mediestatistik (IRM) as cited in press releases, Nov 1, 2012, March 12, 2013, April 23, 2013, May 28, 2013 & June 14, 2013

Instituto Nacional de Estadística (INE) - Spain, “Survey on Equipment and Use of Information and Communication Technologies (ICT) in Households Year 2012,” Oct 3, 2012

Instituto Nacional de Estadística y Censos (INDEC), “Accesos a Internet,” March 2009-March 2013

Instituto Nacional de Estadística y Censos (INDEC) and Comisión Nacional de Comunicaciones (CNC), “Estadísticas de Servicios Públicos,” Jan 2007-Jan 2013

Instituto Nacional de Estadística y Geografía (INEGI), Nov 29, 2012

Instituto Nacional de Estadística y Geografía (INEGI), “Módulo sobre Disponibilidad y Uso de las Tecnologías de la Información en los Hogares,” Aug 2, 2012

Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers, “IAB Internet Advertising Revenue Report: 2012 Full Year Results,” April 16, 2013

Interactive Advertising Bureau Australia (IAB Australia) and PricewaterhouseCoopers (PwC), “Online Advertising Expenditure Report (OAER)” as cited in press release, Feb 25, 2013

Interactive Advertising Bureau Brasil (IAB Brasil), “Indicadores de Mercado,” April 24, 2012



Interactive Advertising Bureau Europe (IAB Europe), “Mediascope Europe,” Oct 25, 2012

Interactive Advertising Bureau Europe (IAB Europe) and IHS Screen Digest, “Adex Benchmark 2011: European Online Advertising Expenditure,” July 9, 2012

Interactive Advertising Bureau (IAB) Europe and IHS, “IAB Adex Benchmark 2012,” May 23, 2013

Interactive Advertising Bureau México (IAB México) and PricewaterhouseCoopers (PwC), “Estudio de Inversión Publicitaria en Internet en México - Resultados de 2012”; eMarketer calculations, June 11, 2013

Interactive Advertising Bureau México (IAB México), “Estudio de consumo de medios entre internautas mexicanos” conducted by Millward Brown, Jan 29, 2013

Interactive Advertising Bureau of Canada (IAB Canada), “2011 Actual + 2011 Estimated Canadian Online Advertising Revenue Report” conducted by Ernst & Young, Sep 14, 2012

Interactive Advertising Bureau Spain (IAB Spain), “IV Estudio Anual de Redes Sociales” conducted by Elogia, Jan 10, 2013

Interactive Advertising Bureau Spain (IAB Spain) and Grupo Consultores, “Estudio de Inversión en Publicidad Digital: Resultados del año 2012,” March 21, 2013

International Data Corporation (IDC), “2012 US Mobile Advertising Market Sizing and Vendor Market Shares” as cited in press release, April 9, 2013

International Data Corporation (IDC), “Digital Marketplace” as cited by Yahoo! and TNS, “Net Index - Indonesia, June 27, 2012

International Telecommunication Union (ITU), “World Telecommunication Indicators Database,” June 2013

Internet Advertising Bureau UK (IAB UK) and PricewaterhouseCoopers (PwC), “UK Digital Adspend Study Full Year 2012,” April 10, 2013

Internet & Mobile Association of India (IAMAI) and Indian Market Research Bureau (IMRB) International, “Digital Advertising in India,” April 5, 2013

Internet & Mobile Association of India (IAMAI) and Indian Market Research Bureau (IMRB) International, “Internet in India (I-Cube) 2012,” Sep 6, 2012

Internet & Mobile Association of India (IAMAI) and Indian Market Research Bureau (IMRB) International, “Vernacular Report 2012,” Jan 9, 2013

Ipsos MediaCT, “Tech Tracker: Q1 2013,” March 12, 2013

Ipsos OTX and Ipsos Global @dvisor, “Socialogue,” Jan 8, 2013

Ipsos Reid, “Mobil-ology,” Sep 17, 2012

iResearch Consulting Group as cited in company blog, Feb 4, 2013

Istituto nazionale di statistica (Istat), “Cittadini e nuove tecnologie,” Dec 20, 2012

J.D. Power & Associates, “2013 Canadian Wireless Total Ownership Experience Study” as cited in press release, May 9, 2013

J.P. Morgan, “U.S. Internet,” Jan 11, 2013

Jefferies, “Internet: Back to Basics With a Focus on Quality,” Sep 4, 2012

JMP Securities, “Internet,” March 19, 2013

J’son and Partners, March 1, 2012 & June 26, 2012



J’son & Partners as cited by Content-Review.com, Nov 12, 2012

Kantar Media as cited in press release, March 11, 2013 & June 3, 2013

Korea Broadcast Advertising Corp. (KOBACO) as cited in press release, March 20, 2013

Korea Communications Commission and Korea Internet & Security Agency (KISA), “2012 Survey on the Internet Usage: Executive Summary,” Dec 14, 2012

Korea Communications Commission and Korea Internet & Security Agency (KISA), “2012 Mobile Ad Industry Statistics and User Behavior Survey,” Feb 6, 2013

Korea Federation of Advertising Associations, “2012 KNP (Korean Netizen Profile) Survey” conducted by MetriX, Jan 23, 2013

Korea Information Society Development Institute (KISDI) based on Korea Communications Commission (KCC) and Statistics Korea (KOSTAT), “2013 ICT Industry Outlook of Korea,” Dec 31, 2012

Korea Onlinead Association, “2012 Online Ad Market Size,” Dec 13, 2012

Kreativitet & Kommunikation, “Mediaindex 2012” as cited in press release, Feb 13, 2013

La Comisión del Mercado de las Telecomunicaciones (CMT), “Nota Mensual,” Feb 2009-Feb 2013

Levada Center, Nov 12, 2012

MAGNA GLOBAL, “Global Media Suppliers Advertising Revenue Forecast” as cited in press release, June 14, 2013 and MxM India, June 14, 2013

MAGNA GLOBAL, “US Advertising Revenue Forecast” as cited in press release, May 3, 2013

MarkPlus Insight, “Netizen Survey 2012” as cited by Marketeers, Nov 2012 and DailySocial, Nov 14, 2012

McKinsey & Company, “The new Indonesian consumer,” Dec 20, 2012

Médiamétrie as cited in press release, Feb 27, 2013

Médiamétrie, “Observatoire des Usages Internet,” 2012; provided by Starcom MediaVest Group, June 1, 2012

Médiamétrie, “Réseaux Sociaux,” July 19, 2012

Media Partners Asia (MPA) as cited in press release, April 17, 2012

Mediebyråforeningen (MBF) as cited by Medienorge, Jan 16, 2013

Mindshare Denmark, “Reklameanalysen 2013,” March 8, 2013

Ministry of Economy, Trade and Industry (METI) - Japan, “Survey of Service Industries,” July 16, 2013

Ministry of Industry and Information Technology (MIIT) - People’s Republic of China as cited in company blog, July 23, 2013

Ministry of Internal Affairs and Communications (MIC) - Japan, “Communications Usage Trend Survey,” June 14, 2013

Media & Future Institute as cited in Korea JoongAng Daily, July 11, 2012

Mobile Marketing Association (MMA), “Mobile Ad Spends - India” sponsored by exchange4media, Sep 20, 2012

Mobile Marketing Association (MMA) and mLightenment, “Mobile Marketing Economic Impact Study” in partnership with IHS Global Insight, May 9, 2013



Mobile Marketing Association Spain (MMA Spain) and Accenture, “5º Estudio de Inversión en Marketing y Publicidad Móvil España 2012,” Feb 20, 2013

National Bureau of Statistics China, April 1, 2012

National Bureau of Statistics China as cited in press release, Feb 22, 2013

Navegg, “Perfil da Internet Brasileira,” May 15, 2013

Netpop Research, “Social Media in the U.S.” as cited in MediaPost, April 16, 2012

Nielsen as cited by livemint.com, Sep 24, 2012

Nielsen as cited by Office of Communications (Ofcom) - UK, “International Communications Market Report 2012,” Dec 13, 2012

Nielsen as cited in company blog, June 6, 2013

Nielsen as cited in company newsletter, Jan 17, 2013

Nielsen, “Global AdView Pulse Lite Q2 2012,” 2012



Nielsen, “Media & Advertising Spend 2012” as cited by VIVA News, March 8, 2013 and CHIP Online Indonesia, March 6, 2013

Nielsen//NetRatings as cited by MediaTel, Sep 2, 2013

Nielsen VideoCensus as cited in “Australian Online Landscape Review March 2013,” April 26, 2013

Office for National Statistics (ONS) – UK, “Internet Access Quarterly Update, Q2 2013,” Aug 14, 2013

Office of Communications (Ofcom) - UK, “Adults’ media use and attitudes report” conducted by Saville Rossiter-Base, April 23, 2013

Office of Communications (Ofcom) - UK, “International Communications Market Report 2012” with contribution from IDATE and industry data, Dec 13, 2012

Online-Vermarkterkreis (OVK) and Nielsen, “Online Report 2013/01” in cooperation with Arbeitsgemeinschaft Online Forschung (AGOF), March 13, 2013

Persatuan Perusahaan Periklanan Indonesia (PPPI) as cited by Bisnis Indonesia, Jan 4, 2013

Pew Internet & American Life Project, June 2013

Pew Internet & American Life Project, “72% of Online Adults are Social Networking Site Users,” Aug 5, 2013

Pew Research Center Global Attitudes Project, “Social Networking Popular Across Globe,” Dec 12, 2012

Pitch-Madison, “Media Advertising Outlook 2013” presented by ABP News and sponsored by Discovery Channel, Feb 8, 2013

Pivotal Research Group, “Madison & Wall: Mo’ Money, Mo’ Problems?,” Jan 11, 2013

PMB Print Measurement Bureau, Spring 2012; provided by Starcom MediaVest Group, June 1, 2012

Portio Research, “Worldwide Mobile Handset Installed Base 2012-2016” as cited in company blog, Dec 14, 2012

PricewaterhouseCoopers (PwC) and Wilkofsky Gruen Associates, “Global Entertainment and Media Outlook: 2013-2017,” June 2013



Projeto Inter-meios, June 7, 2013

Public Opinion Foundation (FOM) - Russia, “Internet in Russia,” June 10, 2013

R3 and AdMaster Digital Consulting, “China Digital Media Survey” as cited by Warc, May 9, 2013

RBC Capital Markets as cited by Advertising Age, “Ad Age Digital Conference 2013,” April 16, 2013

Red.es and Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información (ONTSI), “Las TIC en los hogares españoles,” Feb 2013

Roy Morgan Single Source as cited by Australian Communications and Media Authority (ACMA), “Communications Report 2011-12,” Dec 6, 2012

Roy Morgan Research, “Single Source: Australia, Q1 2012-Q4 2012,” 2013; provided by Starcom MediaVest Group, June 1, 2013

Russian Public Opinion Research Center (VCIOM) as cited in company blog, May 20, 2013

Samsung Securities Co. as cited by The Korea Herald, Nov 29, 2012

Sensis, “e-Business Report: The Online Experience of Small and Medium Enterprises” conducted by Sweeney Research, Aug 7, 2012

Serikat Perusahaan Pers (SPS) as cited in Bisnis Indonesia, Jan 26, 2012

Sinomonitor, “China Marketing and Media Study,” Spring 2013; provided by Starcom MediaVest Group, June 1, 2013

Sprint, “Mobile Moment of Truth: Where, How, and Why Millennials Use Mobile In-Store,” Oct 11, 2012

Standard Media Index (SMI) as cited in company blog, Jan 17, 2013

Statistisches Bundesamt, “Wirtschaftsrechnungen: Private Haushalte in der Informationsgesellschaft – Nutzung von Informations- und Kommunikations- technologien,” Dec 5, 2012

Statistics Denmark, “IT-anvendelse i befolkningen 2012,” Nov 29, 2012

Statistics Norway, “Norsk Mediebarometer 2012,” April 16, 2013

Statistics Norway, “The Internet Survey, Q1 2013,” June 20, 2013

Statistics Norway, “Use of ICT in households” as cited in press release, Sep 12, 2012

Statistics Sweden, “Use of computers and the Internet by private persons in 2012,” Jan 16, 2013

Strategy Analytics as cited by Yonhap News, June 25, 2013

Strategy Analytics, “Global Advertising Forecast” as cited in press release, Feb 27, 2012

Swedish Post and Telecom Authority (PTS), “Svensk Telemarknad 2012,” June 13, 2013

Syndicat des Régies Internet (SRI) and Capgemini Consulting, “E-ad Observatory - 9th Edition, 2012 Report – 2013 Forecasts,” Jan 15, 2013

Technopak Advisors, “The E-Biz Opportunity,” April 1, 2012

Technopak Advisors, “e-tailing in India: Pushing the Retail Frontier,” Sep 3, 2012; Telecom Regulatory Authority of India (TRAI) as cited in press releases, Jan 2009-May 2013

Telecommunications Carriers Association (TCA), “Number of Subscribers by Carriers,” Jan 2008-June 2013



Telsyte as cited in company blog, April 23, 2013

TGI Latina, “2012 Argentina Study, Waves 2-4, 2012, Wave 1, 2013,” 2013; provided by Starcom MediaVest Group, June 1, 2013

TGI Latina, “2012 Brazil Study, Waves 1 & 2,” 2013; provided by Starcom MediaVest Group, June 1, 2013

The Cocktail Analysis and ZenithOptimedia, “Observatorio de redes sociales V Oleada,” April 16, 2013

The Convergence Consulting Group Ltd., “The Battle for the North American (US/Canada) Couch Potato: Bundling, Television, Internet, Wireless” as cited in press release, April 2013

The Media Audit as cited in press release, March 2013

The NPD Group/Connected Intelligence, “Connected Home Report” as cited in press release, March 18, 2013

TNS Gallup Norway, “InterBuss Q4 2012,” Jan 25, 2013

TNS Russia, “M-Index, H2 2012,” 2013; provided by Starcom MediaVest Group, June 1, 2013

TNS Russia, “Web Index,” April 1, 2013

Tomorrow Focus Media, “Social Media Effects 2012,” June 11, 2012

UKOM APS and Nielsen as cited in press release, June 18, 2012

Veronis Suhler Stevenson (VSS), “VSS Communications Industry Forecast 2012-16” as cited in press release, Sep 26, 2012

Warc, “Consensus Ad Forecast,” June 28, 2013

Winterberry Group, “Outlook 2013: Data Driven Marketing, Today and Tomorrow,” Jan 10, 2013

World Internet Project (WIP), “Estudio 2012 de hábitos y percepciones de los mexicanos sobre Internet y diversas tecnologías asociadas,” Oct 24, 2012

Yankee Group, “EMEA Mobile Forecast,” Dec 2012 as cited in company blog, Jan 30, 2013

Yankee Group, “Global Mobile Broadband Forecast,” Oct 2012 as cited in company blog, Jan 15, 2013

Yankee Group, “Mobile Apps and Cloud Forecast,” Jan 2013 as cited in company blog, March 14, 2013

Yankee Group, “Mobile Broadband Forecast,” March 2013 as cited in company blog, April 5, 2013; April 15, 2013 & May 28, 2013

YouGov, “Sociale medier 2013: Danskernes holdning til og brug af sociale medier,” April 30, 2013

ZenithOptimedia, “Advertising Expenditure Forecasts,” June 2013; provided by Starcom MediaVest Group, June 2013

Zentralverband der deutschen Werbewirtschaft (ZAW) as cited in press release, May 22, 2013

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