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THE GLOBAL MEDIA INTELLIGENCE REPORTSeptember 2013

eMarketer Team

The Global Media Intelligence Report Copyright ©2013 eMarketer, Inc. All rights reserved. WE-43

Italy ■ Italy’s February 2013 general election eventually produced a coalition, led by center-left politician Enrico Letta, in April 2013. But the government is extremely unstable, and another election will likely be called in late 2013 or early 2014. In the interim, officials will make little headway in promoting economic recovery. The banks have kept interest rates for private borrowers high, stifling potential activity among individuals and small, family-run businesses—major contributors to the well-being of many residents. Talk of Italy defaulting on its debts has died down, but the country is still in dire financial straits. According to the IMF, Italian GDP contracted by 2.4% in 2012 and will shrivel by a further 1.8% in 2013—before rising 0.7% in 2014. In early September, the EIU noted that “the recession may be close to bottoming out,” though output did shrink by 0.2% in the quarter ended June 2013. The same source commented with approval that Italy’s macroeconomic environment is showing promise, moving in tandem with reforms aimed at encouraging private enterprise and competition. Nonetheless, “the unresolved shortcomings of the legislative and judicial systems” will dismay many investors. Inflation, measured in terms of the consumer price index, was well under control in August 2013, at 1.13%, the EU reported. But unemployment seems to be stuck at more than 11%—near a 20-year high—and is not expected to fall appreciably for many months, though Prime Minister Letta has highlighted this problem as a “top priority” for his government.

■ TV still trumps all other media in Italy. Over 96% of people 14 and older polled by GfK Eurisko for its 2013 “Sinottica Survey, Wave 1” had watched free-to-air TV programming in the previous week—a proportion apparently constant since 2012. The popularity of cable and satellite TV fell sharply, though, perhaps as a result of pressure on consumers’ discretionary spending. While 58.7% said they watched cable TV in the week before sampling last year, more recently the percentage was just 45.3%. Satellite TV viewing had dropped by a similar margin, from 33.0% to 22.0%. TV—from whatever delivery method—topped the engagement rankings as consumers clocked up an average 3 hours and 43 minutes each day with their sets in 2012. By comparison, radio registered 2 hours and 49 minutes, magazines 42 minutes, and newspapers just over half an hour per day, on average.

■ Internet usage in Italy has languished well behind Western European norms. In 2013, 32.6 million residents, or 53.1% of the population, will go online at least once per month, eMarketer predicts. This slow takeup mirrors the relatively low reach of broadband. Barely half of all households in Italy—an estimated 53.3%—will have a fixed, high-speed connection to the web in 2013. That proportion will creep up to 55.0% in 2017.

■ Internet users remained notably younger than Italy’s other media audiences. As in 2012, 21.0% of web users were in the 14-to-24 age bracket in early 2013; the proportion ages 65 or older had barely risen, from 4.2% to 4.6%. The male bias in the online population also increased as men accounted for 53.2% of web users. Some other gender imbalances were also accentuated, GfK Eurisko reported, such as among magazine readers (61.7% female). Women also outnumbered men among TV viewers, whether free-to-air or cable.

■ Italy will register a marginal increase in the total number of mobile connections this year, to 151.2% of the population. Some 49.9 million people of all ages will use a mobile phone in 2013—81.1% of the population, eMarketer projects. Penetration will continue to rise at about 1 percentage point per year through 2017. By comparison, smartphone ownership is leaping ahead, though the lack of disposable income for many consumers has somewhat constrained this trend. An estimated 41.0% of Italy’s mobile phone users will have a smartphone this year—one-third of the entire population. As in other markets across Europe, smartphone owners are an elite and attractive audience for advertisers: GfK Eurisko found that more than one in five of these individuals lived in high-income households.

■ As in 2012, the number of mobile phone owners with a smartphone in 2013 will be virtually identical to the total using the mobile web (42.0%, eMarketer estimates). Clearly, these two markets are developing in close parallel. Mobile internet use rose by nearly 30% in both 2012 and 2013, for example, while smartphone penetration jumped by about 33% in both years. Yet judging by GfK Eurisko data, some differences remain between Italy’s smartphone and mobile internet populations—though these are diminishing with time. The mobile internet audience was 55.9% male in early 2013, as were 54.3% of smartphone users. High-income individuals made up 24.3% of people going online via mobile, vs. 20.8% of smartphone users. And a greater share of mobile phone web users came from the 18-to-34 age group—48.9%, compared with 40.6% of smartphone owners.


Italy

■ Tablets, which registered little if any consumer takeup in Western Europe during 2011 and early 2012, have since made up for lost time in many markets. In Italy, 5.5% of residents ages 14 and older had access to such a device in early 2013, according to GfK Eurisko. But eMarketer forecasts that even modest penetration will produce a tablet audience of 12.1 million this year. And users epitomize the affluent, male audience many advertisers seek. Nearly one-third (32.5%) of all tablet owners belonged to the highest income levels in 2013, GfK Eurisko reported, and men claimed more than half (54.1%) of the total.

■ Italy’s comprehensive economic malaise and drastically reduced consumer spending power have wrought havoc with the advertising industry. Total media ad spending plunged by 9.0% in 2012, eMarketer estimates, and will slide a further 1.5% this year, to $11.23 billion, before rebounding 1.5% in 2014. Other firms estimate more severe shrinkage in both 2012 and 2013, and lower ad spending overall. ZenithOptimedia, for example, has predicted a far more precipitate 12.2% drop in ad expenditure in the country this year, compounded by another 2.6% fall next year, and does not foresee any advance before 2015. Unlike our estimates for total ad investment, ZenithOptimedia bases its “Advertising Expenditure Forecasts” on quite different methodology and does not include as many categories of digital and mobile spending. This results in much lower estimates for outlay on all measured media. The source has calculated that spending will fall—often by double digits—in every category except internet advertising, which will expand by 2.1% this year to approximately $1.11 billion. Only TV will attract a larger share of ad budgets—but the gap between the two remains immense.

■ eMarketer estimates that digital ad spending in Italy will reach $1.65 billion in 2013, up 9.0% year over year. We expect annual double-digit growth rates to continue through 2017, when investment in digital ads will hit $2.51 billion. Display will claim the lion’s share, making up about 44.8% of digital ad outlays this year. Mobile ad spending is growing more rapidly, though, and has exceeded our 2012 forecasts. This year, expenditure on mobile platforms will rise by an estimated 90.0%, to $198.0 million. By 2017, Italy’s market in mobile advertising will be worth nearly $916 million, eMarketer projects.

POPULATION

millionsPopulation in Italy, 2010-2017

2010

60.7

2011

61.0

2012

61.3

2013

61.5

2014

61.7

2015

61.9

2016

62.0

2017

62.1

Note: population as of July for each yearSource: US Census Bureau, International Data Base, June 2012160073 www.eMarketer.com


Italy

MEDIA

% of populationMedia Penetration in Italy, 2012 & 2013

TV viewers (1)96.2%

96.2%

Mobile phone users90.0%

90.8%

Internet users (2)54.7%

52.1%

Magazine readers (3)51.9%

48.9%

Newspaper readers (4)51.6%

48.7%

Radio listeners (1)45.8%

47.4%

Cable TV viewers (5)58.7%

45.3%

Smartphone owners39.5%

34.9%

Social network users37.3%

41.9%

Satellite TV viewers (1)33.0%

22.0%

Mobile phone internet users8.1%

13.2%

Tablet owners5.5%

2012 2013

Note: ages 14+; (1) past 7 days; (2) 2012, used in the past 3 months fromany location; 2013, past 7 days from any location; (3) read weekly (in thepast 30 days) and monthly (in the past 4 months) publications; used in thepast 3 months from any location; (4) read in the past 7 days (information,financial, sports); (5) 2012, subscribe at home; 2013, past 7 days from alllocationsSource: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by StarcomMediaVest Group, June 1, 2013160661 www.eMarketer.com

minutesAverage Time Spent with Media per Day in Italy, 2012

TV 223

Radio 169

Internet 73

Magazines 42

Newspapers31

Note: ages 14+Source: GfK Eurisko, "Eurisko Media Monitor (EMM), Feb-Dec 2012," 2013;provided by Starcom MediaVest Group, June 1, 2013160631 www.eMarketer.com

% of totalDemographic Profile of Media Users in Italy, 2013

Gender

Male

Female

Age

14-17

18-24

25-34

35-44

45-54

55-64

65+

Socioeconomic status

Low

Medium

High

53.2%

46.8%

7.4%

13.6%

21.0%

24.5%

19.0%

9.9%

4.6%

21.6%

59.1%

19.2%

48.8%

51.2%

4.6%

9.1%

15.3%

19.8%

18.3%

14.5%

18.4%

28.8%

55.9%

15.3%

47.8%

52.2%

4.3%

8.2%

13.8%

18.0%

17.1%

14.6%

24.0%

30.2%

55.3%

14.5%

47.7%

52.3%

5.4%

10.9%

16.8%

19.3%

18.2%

13.0%

16.5%

29.5%

54.9%

15.7%

52.5%

47.5%

3.7%

9.9%

18.7%

23.7%

19.9%

12.3%

11.8%

26.8%

57.2%

16.0%

38.3%

61.7%

3.6%

7.5%

14.4%

18.9%

17.6%

15.0%

23.0%

26.2%

56.4%

17.4%

60.2%

39.8%

2.6%

6.6%

14.4%

19.6%

19.6%

16.0%

21.2%

24.3%

57.0%

18.7%

Note: numbers may not add up to 100% due to rounding; *used in the past7 days from any location; **read weekly (in the past 30 days) and monthly(in the past 4 months) publications; ***read in the past 7 days (information,financial, sports)Source: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by StarcomMediaVest Group, June 1, 2013160662 www.eMarketer.com

Mobile phone users

TV viewers*

Cable TV viewers*

Internet users* Radio listeners*

Magazine readers**

Newspaper readers***


Italy

INTERNET

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

2011

30.1

49.3%

4.7%

2012

31.4

51.2%

4.3%

2013

32.6

53.1%

4.1%

2014

33.9

55.0%

3.9%

2015

35.0

56.6%

3.2%

2016

36.0

58.0%

2.7%

2017

36.8

59.3%

2.5%

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, April 2013155106 www.eMarketer.com

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

Internet users (millions)

eMarketer, April 2013 (1)

GroupM, March 2013

Audiweb, Jan 2013 (2)

Cisco Systems, May 2013

Jefferies, Sep 2012

Nielsen, Dec 2012 (3)

comScore Inc., March 2013 (4)

Internet penetration (% of population)

eMarketer, April 2013 (1)

GfK Eurisko (5)

Audiweb, Jan 2013 (2)

Pew Research Center GlobalAttitudes Project, Dec 2012 (6)

ITU, June 2013 (7)

Eurostat, March 2013 (8)

IStat, Dec 2012 (9)

2012

31.4

28.2

38.4

37.0

35.8

29.6

28.7

51.2%

54.7%

79.6%

62.0%

58.0%

56.0%52.5%

2013

32.6

29.9

-

-

-

-

-

53.1%

52.1%

-

-

-

--

2014

33.9

-

-

-

-

-

-

55.0%

-

-

-

-

--

2015

35.0

-

-

-

-

-

-

56.6%

-

-

-

-

--

2016

36.0

-

-

-

-

-

-

58.0%

-

-

-

-

--

2017

36.8

-

-

43.0

-

-

-

59.3%

-

-

-

-

--

Note: (1) individuals of any age who use the internet from any location viaany device at least once per month; (2) ages 11-74; access via home PC,mobile phone, school/university PC, tablet, TV, video game console, workPC and other; (3) home and work locations; (4) ages 15+; home and worklocations; three-month average for Q4 of each year; (5) ages 14+; 2012used in the past three months from any location; 2013 used in the pastseven days from any location; (6) ages 18+; at least occasionally; (7)includes those using the internet from any device (including mobilephones) in the past 12 months; (8) ages 16-74; all locations; accessed theinternet in the past three months; (9) ages 6+ who have used the internetin the past 12 monthsSource: eMarketer, April 2013; various, as noted, 2012 & 2013163320 www.eMarketer.com

% of totalDemographic Profile of Internet Users in Italy, 2013

Note: used in the past 7 days from any location; numbers may not add upto 100% due to roundingSource: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by StarcomMediaVest Group, June 1, 2013160663 www.eMarketer.com


AgeGender

Male53.2%

Female46.8%

14-177.4%

18-2413.6%

25-3421.0%

35-4424.5%

45-5419.0%

55-649.9%

65+4.6%

Low21.6%

Medium59.1%

High19.2%

Fixed Broadband Households and Subscriptions in Italy, 2011-2017

Households (millions)—% change

—Household penetration

Subscriptions (millions)—% change

2011

12.34.0%

50.5%

14.24.4%

2012

12.94.7%

52.3%

14.73.5%

2013

13.32.8%

53.3%

15.23.4%

2014

13.62.7%

54.2%

15.62.6%

2015

13.81.4%

54.5%

15.91.9%

2016

14.01.3%

54.8%

16.11.4%

2017

14.21.1%

55.0%

16.31.0%

Note: includes connections with permanent access to the internet via cablemodem, DSL, fiber and wireless/satellite technologies; excludes mobileSource: eMarketer, April 2013155323 www.eMarketer.com

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

Fixed broadband households (millions)

eMarketer*, April 2013

GroupM, March 2013

Fixed broadband household penetration (% of households)

GroupM, March 2013


Eurostat, March 2013

2012

12.9

12.7

53.0%

52.3%

55.0%

2013

13.3

13.2

55.0%

53.3%

-

Note: *includes connections with permanent access to the internet viacable modem, DSL, fiber and wireless/satellite technologies; excludes mobileSource: eMarketer, April 2013; various, as noted, 2013163321 www.eMarketer.com


Italy

Social Network Users and Penetration in Italy,2011-2017

Social networkusers (millions)—% change

—% of internet users

—% of population

2011

15.8

27.8%

52.5%

25.9%

2012

18.2

15.0%

57.9%

29.6%

2013

20.0

10.2%

61.3%

32.6%

2014

21.6

8.0%

63.7%

35.0%

2015

22.8

5.3%

65.0%

36.8%

2016

23.7

4.3%

66.0%

38.3%

2017

24.7

4.0%

67.0%

39.7%

Note: internet users who use a social network site via any device at leastonce per monthSource: eMarketer, April 2013155632 www.eMarketer.com

% of internet users

Comparative Estimates: Social Network UserPenetration in Italy, 2012 & 2013

eMarketer, April 2013

Deloitte*, May 2013

GlobalWebIndex, Feb 2013

Ipsos OTX, Jan 2013

Pew Research Center Global Attitudes Project, Dec 2012

Ofcom, Dec 2012

IAB Europe, Oct 2012

2012

57.9%

-

78.0%

67.0%

61.0%

59.0%

48.0%

2013

61.3%

30.0%

-

-

-

-

-

Usage

Use via anydevice at least once per month

Use via any device daily

-

Use via any device at least 1 hour per day

Have ever used

Use at home

Use daily

Age

All ages

14+

-

16-64

18+

18+

16+

Note: *includes chat and forumsSource: eMarketer, April 2013; various, as noted, 2012 & 2013163322 www.eMarketer.com

% of total

Demographic Profile of Social Network Users in Italy,2013

Source: GfK Eurisko, "Sinottica Survey, Wave 1," 2013; provided by StarcomMediaVest Group, June 1, 2013160664 www.eMarketer.com


AgeGender

Male52.7%

Female47.3%

14-179.4%

18-2417.1%

25-3424.9%

35-4424.1%

45-5415.2%

55-646.4%

65+3.1%

Low25.1%

Medium57.4%

High17.5%

Facebook Users and Penetration in Italy, 2011-2017

Facebook users(millions)

—% change

—% of socialnetwork users


—% of population

2011

12.9

41.6%

81.9%

43.0%

21.2%

2012

16.3

26.1%

89.8%

52.0%

26.6%

2013

18.0

10.1%

89.7%

55.0%

29.2%

2014

19.3

7.7%

89.5%

57.0%

31.4%

2015

20.3

5.2%

89.4%

58.1%

32.9%

2016

21.3

4.7%

89.7%

59.2%

34.3%

2017

22.1

3.8%

89.6%

60.0%

35.6%

Note: internet users who access their Facebook account via any device atleast once per monthSource: eMarketer, April 2013155852 www.eMarketer.com


Italy

MOBILE

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

2011

91.9

150.6%

0.6%

2012

92.4

150.9%

0.6%

2013

93.0

151.2%

0.6%

2014

93.4

151.5%

0.5%

2015

93.9

151.8%

0.5%

2016

94.3

152.0%

0.4%

2017

94.6

152.3%

0.4%

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 2013157470 www.eMarketer.com

Comparative Estimates: Mobile Connections andPenetration in Italy, 2012-2016

Mobile connections (millions)

Yankee Group, Sep 2012

eMarketer*, May 2013

AGCOM**, June 2013

Datamonitor, Aug 2012

ITU, June 2013

Mobile connection penetration (% of population)


ITU, June 2013

2012

94.9

92.4

92.6

90.0

97.2

150.9%

159.5%

2013

96.8

93.0

92.5

91.0

-

151.2%

-

2014

98.1

93.4

-

91.0

-

151.5%

-

2015

99.1

93.9

-

91.0

-

151.8%

-

2016

99.5

94.3

-

92.0

-

152.0%

-

Note: *data is for Dec of each year; **excludes mobile virtual networkoperatorsSource: eMarketer, May 2013; various, as noted, 2012 & 2013163353 www.eMarketer.com

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

2011

47.9

78.5%

5.8%

2012

48.9

79.9%

2.2%

2013

49.9

81.1%

1.9%

2014

50.7

82.2%

1.7%

2015

51.5

83.2%

1.5%

2016

52.1

84.1%

1.3%

2017

52.8

85.0%

1.3%

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 2013157634 www.eMarketer.com

% of total

Demographic Profile of Mobile Phone Users in Italy,2013



AgeGender

Female51.2%

Male48.8%

14-174.6%

18-249.1%

25-3415.3%

35-4419.8%45-54

18.3%

55-6414.5%

65+18.4%

Low28.8%

Medium55.9%

High15.3%


Italy

Smartphone Users and Penetration in Italy, 2011-2017

Smartphoneusers (millions)

—% change

—% of mobilephone users

—% of population

2011

11.5

95.4%

24.0%

18.8%

2012

15.4

33.7%

31.4%

25.1%

2013

20.4

33.0%

41.0%

33.3%

2014

25.8

26.2%

50.9%

41.8%

2015

31.4

21.6%

61.0%

50.8%

2016

34.7

10.5%

66.5%

55.9%

2017

35.9

3.6%

68.0%

57.8%

Note: individuals of any age who own at least one smartphone and use thesmartphone(s) at least once per monthSource: eMarketer, May 2013157368 www.eMarketer.com

% of total

Demographic Profile of Smartphone Owners in Italy,2013



AgeGender

Male54.3%

Female45.7%

14-178.4%

18-2416.4%

25-3424.2%35-44

24.9%

45-5416.0%

55-647.1%

65+3.0%

Low20.9%

Medium58.3%

High20.8%

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

Mobile phoneinternet users(millions)

—% of mobilephone users

—% of population


—% change

2011

12.5

26.0%

20.4%

41.4%

44.8%

2012

16.2

33.0%

26.4%

51.5%

29.7%

2013

20.9

42.0%

34.1%

64.1%

29.7%

2014

26.4

52.0%

42.7%

77.7%

25.9%

2015

31.9

62.0%

51.6%

91.1%

21.0%

2016

35.2

67.5%

56.8%

97.9%

10.3%

2017

36.4

69.0%

58.7%

98.9%

3.5%

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 2013157253 www.eMarketer.com

% of total

Demographic Profile of Mobile Phone Internet Usersin Italy, 2013



AgeGender

Male55.9%

Female44.1%

14-1710.2%

18-2420.4%

25-3428.5%

35-4423.4%

45-5412.5%

55-644.5% 65+

0.5%

Low18.6%

Medium57.1%

High24.3%

Tablet Users in Italy, 2011-2017

2011

3.010.0%4.9%

2012

10.0

32.0%

16.4%

2013

12.1

37.0%

19.6%

2014

13.9

41.0%

22.6%

2015

15.4

44.0%

24.9%

2016

16.5

46.0%

26.7%

2017

18.1

49.0%

29.1%

Tablet users % of internet users % of population

Note: individuals of any age who use a tablet at least once per monthSource: eMarketer, May 2013157577 www.eMarketer.com

millions, % of internet users and % of population


Italy

% of totalDemographic Profile of Tablet Owners in Italy, 2013



AgeGender

Male54.1%

Female45.9%

14-176.7%

18-2413.1%

25-3416.9%

35-4424.7%

45-5423.5%

55-64 9.5%

65+5.6%

Low12.4%

Medium55.0%

High32.5%

AD SPENDING

billions and % changeTotal Media Ad Spending in Italy, 2011-2017

2011

$12.53

0.1% 2012

$11.40

-9.0%

2013

$11.23

-1.5%2014

$11.40

1.5%

2015

$11.65

2.2%

2016

$11.92

2.3%

2017

$12.18

2.2%

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=€0.78; CAGR (2012-2017)=1.3%Source: eMarketer, Aug 2013162192 www.eMarketer.com

0

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

Total ad spending (billions)

eMarketer*, Aug 2013

GroupM**, Aug 2013

ZenithOptimedia***, June 2013

Nielsen*, Feb 2013

Total ad spending growth (% change)

eMarketer, Aug 2013

Barclays Capital, Jan 2013

Carat, March 2013

Warc Consensus, June 2013

ZenithOptimedia, June 2013

GroupM, Aug 2013

Nielsen, Feb 2013

2012

$11.4

$10.2

$7.5

$9.5

-9.0%

-12.6%

-12.0%

-

-13.1%

-12.5%

-14.3%

2013

$11.2

$9.0

$6.6

-

-1.5%

-3.0%

-4.8%

-8.1%

-12.2%

-12.5%

-

2014

$11.4

$9.2

$6.4

-

1.5%

-5.0%

0.4%

-

-2.6%

2.6%

-

2015

$11.6

-

$6.5

-

2.2%

-

-

-

0.8%

-

-

Note: *converted at the exchange rate of US$1=€0.78; **converted to US$based on varying local currency rates for each year; ***converted at theexchange rate of US$1=€0.779Source: eMarketer, Aug 2013; various, as noted, 2013163355 www.eMarketer.com

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

2010 2011 2012 2013 2014

TV $4,887 $4,736 $4,011 $3,490 $3,385

—% change 6.0% -3.1% -15.3% -13.0% -3.0%

Internet* $462 $1,026 $1,090 $1,112 $1,164

—% change 20.1% 122.2% 6.2% 2.1% 4.7%

Newspapers $1,357 $1,249 $1,013 $793 $727

—% change -3.6% -8.0% -18.9% -21.7% -8.3%

Magazines $840 $808 $661 $560 $520

—% change -5.4% -3.7% -18.3% -15.3% -7.2%

Radio $624 $576 $517 $439 $431

—% change 7.7% -7.8% -10.2% -15.0% -2.0%

Outdoor $255 $230 $203 $189 $185

—% change 1.4% -10.0% -11.5% -7.0% -2.0%

Cinema $57 $49 $40 $33 $31

—% change 12.2% -15.0% -18.7% -18.0% -5.0%

Total $8,483 $8,674 $7,535 $6,616 $6,443

—% change 3.8% 2.2% -13.1% -12.2% -2.6%

2015

$3,402

0.5%

$1,243

6.8%

$698

-4.0%

$500

-3.8%

$437

1.5%

$185

0.0%

$31

0.0%

$6,496

0.8%

Note: converted at the exchange rate of US$1=€0.779; numbers may notadd up to total due to rounding; *classifieds, display and searchSource: ZenithOptimedia, "Advertising Expenditure Forecasts," June 2013;provided by Starcom MediaVest Group, June 2013159953 www.eMarketer.com


Italy

billions and % changeDigital Ad Spending in Italy, 2011-2017

2011

$1.44

16.0%

2012

$1.52

5.2%

2013

$1.65

9.0%

2014

$1.83

11.0%

2015

$2.05

12.0%

2016

$2.28

11.0%

2017

$2.51

10.0%

Digital ad spending % change

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; CAGR (2012-2017)=10.6%; converted at theexchange rate of US$1=€0.78Source: eMarketer, June 2013; confirmed and republished, Aug 2013158889 www.eMarketer.com

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

Digital ad spending (billions)

PwC*, June 2013

GroupM**, Aug 2013

eMarketer*, Aug 2013

ZenithOptimedia***, June 2013

IAB Europe*, May 2013

Nielsen*, Feb 2013

BCG, March 2012

Digital ad spending growth (% change)

Barclays Capital, Jan 2013

PwC, June 2013

eMarketer, Aug 2013

MAGNA GLOBAL, March 2013

GroupM, Aug 2013

ZenithOptimedia, June 2013

Nielsen, Feb 2013

2012

$1.79

$1.61

$1.52

$1.09

$1.82

$0.85

-

15.0%

18.1%

5.2%

-

9.0%

6.2%

5.3%

2013

$2.09

$1.70

$1.65

$1.11

-

-

-

19.2%

16.9%

9.0%

6.8%

5.7%

2.1%

-

2014

$2.38

$1.84

$1.83

$1.16

-

-

-

17.2%

13.6%

11.0%

-

8.3%

4.7%

-

2015

$2.70

-

$2.05

$1.24

-

-

-

-

13.3%

12.0%

-

-

6.8%

-

2016

$2.97

-

$2.28

-

-

-

$3.80

-

10.2%

11.0%

-

-

-

-

2017

$3.16

-

$2.51

-

-

-

-

-

6.3%

10.0%

-

-

-

-

Note: *converted at the exchange rate of US$1=€0.78; **converted to US$based on varying local currency rates for each year; ***converted at theexchange rate of US$1=€0.779Source: eMarketer, Aug 2013; various, as noted, 2012 & 2013163375 www.eMarketer.com

billionsDigital Ad Spending in Italy, by Format, 2011-2017

2011

$0.64

$0.52

$0.28$0.01$1.44

2012

$0.68

$0.55

$0.28$0.01$1.52

2013

$0.74

$0.60

$0.30$0.01$1.65

2014

$0.82

$0.68

$0.33$0.01$1.83

2015

$0.92

$0.76

$0.36$0.01

$2.05

2016

$1.02

$0.84

$0.40$0.01$2.28

2017

$1.13

$0.93

$0.44$0.01

$2.51

Display* Search** Classifieds and directories Other***

Note: includes advertising that appears on desktop and laptop computersas well as mobile phones and tablets on all formats mentioned; numbersmay not add up to total due to rounding; converted at the exchange rate ofUS$1=€0.78; *banners (static display), rich media, sponsorships and video(in-stream, in-banner, in-text); **paid listings, contextual text links and paidinclusion; ***in-game advertising, newsletter advertising and emailSource: eMarketer, June 2013; confirmed and republished, Aug 2013158943 www.eMarketer.com

millions and % changeMobile Internet Ad Spending in Italy, 2011-2017

2011

$62.7

44.9%

2012

$104.2

66.3%

2013

$198.0

90.0%

2014

$366.4

85.0%

2015

$567.9

55.0%

2016

$732.6

29.0%

2017

$915.7

25.0%

Mobile internet ad spending % change

Note: includes display (banners, video and rich media) and search; excludesSMS, MMS and P2P messaging-based advertising; includes ad spending ontablets; converted at the exchange rate of US$1=€0.78; CAGR(2012-2017)=54.4%Source: eMarketer, June 2013; confirmed and republished, Aug 2013159191 www.eMarketer.com


Italy

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

Mobile ad spending (millions)

FirstPartner*, April 2012

eMarketer**, Aug 2013

PwC**, June 2013

GroupM***, Aug 2013

Mobile ad spending growth (% change)

eMarketer, Aug 2013

FirstPartner, April 2012

GroupM, Aug 2013

PwC, June 2013

2012

$160.4

$104.2

$110.0

$54.6

66.3%

-

101.6%

66.7%

2013

$300.8

$198.0

$139.0

$64.9

90.0%

87.5%

52.0%

26.4%

2014

$436.3

$366.4

$170.0

$74.0

85.0%

45.0%

12.3%

22.3%

2015

$520.3

$567.9

$208.0

-

55.0%

19.3%

-

22.4%

2016

$558.9

$732.6

$246.0

-

29.0%

7.4%

-

18.3%

2017

-

$915.7

$282.0

-

25.0%

-

-

14.6%

Note: *converted at the exchange rate of US$1=€0.72; **converted at theexchange rate of US$1=€0.78; ***converted to US$ based on varying localcurrency rates for each yearSource: eMarketer, Aug 2013; various, as noted, 2012 & 2013163376 www.eMarketer.com

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